A Comparative Study of preference and perception about

Benetton and Levis clothing among College Student's in

Bangalore area.

Jobin Joseph
Rg. No: 12JJCMA049
Kristu Jayanti College

Objectives of the study:

Comparison between Benetton and Levis.

Accessing the strength of the brand equity.
Core loyalty.
Profiling brand users.
Brand image ownership.

Need and scope of the study:

This study will be a descriptive one exploring marketing management
concepts of consumer behaviour, customer perceptions, environmental factors
influencing consumer perceptions etc. This study will explore the buying
behaviour of the college students of Bangalore area.

Limitations of the study:

Due to the lack of awareness of some respondents, educational background

and environmental factors, the respondents were unable to share their
views.
Since the respondents were asked to fill the questionnaire during their busy
academic schedule, many students filled it with urgency, giving them little
time to think over and answer the questionnaire.
The study limited to the collages of Bangalore.
The researcher could contact only limited number of respondents.
The survey is also subject to the errors of measurement implicit in
quantifying attitudes, abilities, behavior and other personal traits.

Review of Literature:
Belch and Belch define :
consumer behaviour as 'the process and activities people engage in when
searching for, selecting, purchasing, using, evaluating, and disposing of
products and services so as to satisfy their needs and desires'.

Sampling method:

Sample Size
Sample Unit
Area Covered
Sampling Procedure
Data Collection Method
Research Instrument
Type of Questionnaire
Method of Survey
Type of Sampling

- 90
- Students
- Bangalore
- Random Sampling
-Survey
-Questionnaire
-Structured
- Sample Survey using Google drive
- Judgement Sampling

Sources of data:
Primary source of data :
Primary data was gathered by consulting and filling up questionnaire by
students from various collages of Bangalore.

Secondary source of data:

Secondary data were collected for the preparation of the project report, external
data was generated from magazines, research books and internet (Websites).

Hypothesis:
HO= Accepting the alternate hypothesis
H1=Rejecting the null hypothesis

Statistical tools applied:

Chi square and Cross tables

SPSS
Construction of tables relating to data collection

Inference:

From the above non-parametric test that has been conducted we can clearly
see that the p value in the chi-square test is >0.05 hence accept Null
Hypothesis (H0) and reject Alternate Hypothesis (H1).It clearly shows the
brand preference is very from gender to gender.

From the above non-parametric test that has been conducted we can clearly
see that the p value in the chi-square test is >0.05 hence accept Alternate
Hypothesis (H1).And reject Null Hypothesis (H0) . So we could say that
the consumers brand preference is dependent on the various factors like
quality, fitness, design and price.

Findings:

Levis and Benetton brands have a good brand image in the existing
market.
Levis brand have more popularity while compare with Benetton brand.
People are mostly preferred to buy Levis, compare with Benetton brand.
Many people prefer buying branded clothes which is a sign of consumer
changing perception towards branded clothes from unbranded clothing.
Brand image of the company influences the brand preference.
People are most likely to recommend their preferred brand to other.
Youth consumers are more brand conscious mostly students and young
professionals.

Suggestions:

Levis company must increase its range of products.

Both the Company must makes strategies for suburban market.
Both the company have to work in innovation of product.
They need to come up with more discounts and eye catching offers and
advertising concept to capture the clothing market in changing fashion
scenario of Indian fashion industry.
Though urban market for the branded clothes is very much good and
growing companies need to focus their business to other untapped market
of small towns and create brand consciousness.
Benetton have to increase its word of mouth communication, because their
product awareness is less while compare with Levis.

Conclusions:

In defining the target segments, what we have done is to cover the medium to high
potential consumers that international and national brands can target in the Indian context.
We have parallel mapped these segment values with those of some brands that have seen
success in the Indian market. We also took a step forward and scanned the international
market for brands that could possibly find footing in India. In doing so, we able to validate
our value findings with potential fashion brands. The trends that we have aligned with the
segments are the strongest that stood out in the Indian fashion multiplicity. And as stated
before, they echo the cultural and socio economic aspects of a new India, are influenced by
global developments in fashion and of course, reflect a revival of age-old intricate
techniques. These trends mainly concern the urban and semi-urban crowd. Macro trends
like haute meltdown, direct fallout of the economic gloom, are more transient in nature.

Fashion in India is at the threshold of a new era. People are becoming mere brand
conscious with the increase in income level. Brands and individuals would do well to
understand the finer aspects of the scenario, and venture out to capitalize on the
opportunities.