CHAPTER: I

INTRODUCTION

Brand preference is important for businesses looking to make repeat customers out
of their audience because it creates awareness and helps businesses to develop a robust
reputation. As a longstanding strategy, establishing brand preference helps to extend
revenue, profit, and market share. It also plays a role in framework brand equity which
determines a brand’s popularity and strength in the market against competitors. Market
research helps expose buyers’ purchasing motive and their wants and needs, helping
businesses to drive the brand preference of their products.

The power of brand

Brand compass all aspects of a business’ image, including packaging, advertising

claims, customer touch points, and marketing communications. It is important for
businesses to authorize branding because whether consciously or not, buyers directly
relate a brand to the product itself.

Well-established brands reap several benefits, such as:

Higher customer choice: Customers are more assuring to choose a product from a
brand they know and will often become loyal to a particular brand if they trust its
products and feel its aspects match their needs, e.g., value, quality, reliability. Increased
market share: A powerful brand will belief out in the market against its competitors,
using its differentiation to gain (and maintain) market share by presenting buyers with a
unique vision that other brands do not offer.

Easier product fire: Introducing a new product to the market is much easier for
established brands, as the business does not need to use as many resources to build
awareness and hope, relying instead on existing customers for support. We see the
facility of brand name at run through large companies with products in highly
competitive contexts.

For example, Apple holds the bulk of market share for smartphones with the
iPhone, with its branding playing a serious role during this. Buyers realize iPhones as
innovative, reliable, and at the forefront of technology. Apple drives this image through its
sleek packaging, premium pricing, perspective customer service, and inspirational
messaging. Even though the relatively higher price of the iPhone related to some of its
competitors, Apple customers are loyal to the brand because it represents values that align
with theirs, such as style of living and beliefs — not just the amount.

Customer satisfaction is the state of mind that customers have about a company
when their expectations have been met or exceeded over the lifetime of the product or
service. The achievement of customer satisfaction leads to company loyalty and product
repurchase. Customer satisfaction levels can be measured using survey techniques and
questionnaires. Gaining high levels of customer satisfaction is very important to a
business because satisfied customers are most likely to be loyal and to make repeat orders
and to use a wide range of services offered by a business.

With the increase market study there is a cut through competition among the
businessmen in the industry some of the other major competitors in this area like
Hyundai. Ford. Maruti Suzuki, and Chevrolet. Hence there is a need for the study. The
need or customer satisfaction is necessary for ail business, large or small. The satisfaction
of the customer is an all important task.

We all know customer satisfaction is essential to the survival of our businesses.

How do we find out whether our customers are satisfied? The best way to find out
whether your customers are satisfied is to ask them. To study the customer satisfaction
with the usage of cloths of PETER ENGLAND (passenger car division).To study the
opinion of the owners of cloths regarding after sales services provided by the dealers and
study the response of the company and dealers on complaints given by the dissatisfied
customers.
 Measuring customer satisfaction to a relatively new concept to many companies
that have been focused exclusively on income statements and balance sheets Companies
now recognize that the new global economy has changed things forever. Increased
competition, crowded markets with little product differentiation? of continual sales growth
followed by two decades of flattened sales curves have indicate to today’s sharp
competitors that their focus must change.

Markets shrink, companies are scrambling to boost customer satisfaction and keq?
their current customers rather than devoting additional resources to chase potential new
customers} The claim that it costs live to eight times as much to get new customers than
to hold on to old ones is key to understanding the drive toward benchmarking and
tracking customer satisfaction.

Competitors that are prospering in the new global economy recognize that
measuring customer satisfaction is key) only by doing so can they hold on to the
customers they have and understand how to better attract new customers. The competitors
who will he successful recognize that customer satisfaction is a critical strategic weapon
that can bring increased market share and increased profits.

The problem companies face, however, is exactly how to do all of this and do it
well. They need to understand how to quantify, measure, and track customer satisfaction.
Without a clear and accurate sense of what needs to be measured and how to collect,
analyze, and use the data as a strategic weapon to drive the business, no firm can be
effective in this new business climate.

Too many companies rely on outdated and unreliable measures of customer

satisfaction. They watch sales volume. They listen to sales reps describing their
customers' states of mind. They track and count the frequency of complaints. And they
watch aging accounts receivable reports, recognizing that unhappy customers pay as late
as possible ~ if at all. While these approaches are not completely without value, they are
no substitute for a valid, well-designed customer satisfaction survey program.

Customers:

People or groups of people who purchase or use or consume your products anti
nr services

Satisfaction:

Cognitive or affective reaction to overall experience encountered

Customer Satisfaction:

Customer positive or negative feeling about the perceived value that was received
as a result of using your products and/or services in specific use situation

Peter England is a popular apparel brand that was established during the year 1889
in Ireland. It was earlier introduced to provide British soldiers with fine Khaki trousers at
the time of Boer war. Over the years, the company has made its entry into the Indian
market as well.

During the year 2000, this brand was acquired by Aditya Birla Group and then
emerged leading India’s Menswear brand.

This brand has been listed among the top five most trusted brands in the apparel
sector for almost seven consecutive years. Keeping the fashion trend in sync, Peter
England provides apparel that caters to every fashion occasion of professional life. Having
a strong belief in authenticity, this brand has become the most trusted and responsible
international brands that provide unmatched value to many young Indian men.

Peter England is one of the leading brands in the lifestyle and retail sector. Peter
England SWOT analysis evaluates the brand by its strengths & weaknesses which are the
internal factors along with opportunities & threats which are the external factors.
 Customer satisfaction levels can be measured using survey techniques and
questionnaires. Gaining high levels of customer satisfaction is very important to a
business because satisfied customers are most likely to be loyal and to make repeat orders
and to use a wide range of services offered by a business.

Studies carried out by companies like Argos and Cadburys have found very high
levels of customer satisfaction. It is not surprising because these companies emphasize
market research and marketing as the tools to find out what customers want. Knowing
what your customer wants then makes it possible to tailor everything you do to
pleasing the customers e.g. providing the goods that customers want, in the packaging
that they want, in retail outlets which are convenient to use and well placed.

I here are many factors which lead to high levels of customer satisfaction
including: Products and services which are customer focused and then provide high levels
of value for money. Customer service giving personal attention to the needs of individual
customers after sales service Following up the original purchase with after sales support
such as maintenance and updating for example in the updating of computer packages.
What is clear about customer satisfaction is that customer are. Most likely to appreciate
the goods and services that they buy.

Business corporations make efforts to create and provide their customers with
higher value added, which consists of elements such as lower prices, additional benefits,
and uniqueness in services. With rapid advances in information and communications
technology, corporations can take advantage of the emerging IT systems to create
infrastructure within the organization to improve responsiveness to customer needs and to
track those needs, thereby improving customer satisfaction significantly. Top management
should be aware of how to tap the power of IT to enhance customer services, resulting in
better service quality and streamlining of processes. With advanced technology,
competing organizations can rapidly duplicate another organization's services and
products. This process is now accelerated by the Internet and c-mail and can be achieved
in much less time than was possible a few years ago. Organizations are also dealing with
more highly educated customers who are aware of the varied services and levels of
quality available. There is a myriad of options for the customer.

Companies are aiming high because customers who are just satisfied will still find
it easy to sy itch suppliers when a better offer comes along. In one consumer packaged-
goods category, 44% of those reporting satisfaction subsequently switched brands. Those
who are highly satisfied are much less ready to switch. One study showed that 75% of
Toyota buyers were highly satisfied and about 75% said they intended to buy a Toyota
again. The fact is that high satisfaction or delight creates and emotional affinity with the
brand, not just a rational preference, and this creates high customer loyalty.

The challenge is to create a company culture such that everyone within the
company aims to delight the customer. Unisys, the computer company, recently
introduced the term ‘customize*' in its ads. and defined it as follows: ’*to make a
company more responsive to its customers and better able to attract new ones.” Unisys
sees this as a matter of extending information's system capabilities to field locations and
other points of customer contact and support. But “customizing" a company calls for more
than providing good information to customer contact employees. The company's staff
must be “converted" to practicing a strong customer orientation. Company's staff must be
“converted” to practicing a strong customer orientation. Anita Roddick, founder of the
Body Shop, wisely observes: “Our people (employees) are first line of customers.
 CHAPTER: II

OBJECTIVES OF THE STUDY

 To study the importance of brand preference with regards to Peter England.

 To review the customer satisfaction with the usage of cloths.
 To identify how often they prefer Peter England shirts.
 To analyse customer satisfaction about branded shirts.
 To determine overall customer satisfaction with products and services.

SCOPE OF THE STUDY

The data analysis and evaluation of the fourth step in the research process.
The data arc first edited, coded and tabulated for the purpose of analysing them the editing,
coding and tabulating is a most when the interviewer has amassed a huge amount of data
consuming the research project at hand. The analysis can be conducted by using simple
statistical tools like percentages, average and measures dispersion, the collected data may be
analysed by using diagrams, graphs, charts, picture etc. Finally measuring data may be
extracted from the analysis thus conducted.
STATEMENT OF THE PROBLEM

The growth and success of the organisation depends on the level of the
customer‟s satisfaction. So it is essential to make the customers satisfied by providing
quality customer service. As a long-term strategy, establishing brand preference helps to
increase revenue, profit, and market share. The quality of your customer service at any point
can affect the overall relationship a customer has with your company. So, in choosing the
brand all the people are giving importance to PETER ENGLAND.

“Knowing those expectations is the first step to meeting your customers’ expectations”

LIMITATIONS OF THE STUDY

 Sample size was not large enough to represent an entire population andwas limited to
50 respondents.

 The study was constrained only to karaikudi city. A more intensive studywould be
necessary to arrive at exact conclusion.

 The time frame was only five weeks due to which every respondent couldnot be
covered.

 The entire respondent did not answer each and every given in thequestionnaire.

 The survey includes mainly the urban customer that is the response of therural
customers is not included, thus leading to some level of error in the analysis.

 Regarding the customer satisfaction about the clothss a list of customers was
 selected who purchased the clothss in three months of May to July from the reports
of the dealer the response will be taken. And the other customers who purchased the
clothss from the Peter England or from any other dealers will not be considered.

REVIEW OF LITERATURE

Rico Piehler, Ceridwyn King, Christoph Burmann, Lina Xiong(12September2016) “The

importance of employee brand understanding, brand identification, and brand commitment in
realizing brand citizenship behaviour “This study aims to develop comprehensive definitions,
conceptualizations and measures of four internal brand management (IBM) outcomes,
namely, brand understanding, brand identification, brand commitment and brand citizenship
behaviour (BCB). In doing so, it also aims to propose a model, which considers the
relationships across these outcomes.

Dhananjay Bapat, Jayanthi Thanigan (September 1, 2016) “Exploring Relationship

among Brand Experience Dimensions, Brand Evaluation and Brand Loyalty” The purpose of
this article is to explore the impact of brand experience dimensions on brand evaluation and
brand loyalty. The study used convenience-sampling technique and measured the relationship
between brand experience dimensions, overall brand evaluation and brand loyalty.

Prof. Dr. Muhammad Ehsan Malik, Hafiz Kashif Iqbal (May 2013) “Importance of
Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer” The aim
of this endeavour is to identify the effect of brand awareness and brand loyalty on purchase
intention. Questionnaires were distributed to collect the responses from the employees in
services sectors and conveniently available general public while descriptive statistics and
regression analysis were used to analyse the data and draw the conclusions.

Karolina Janiszewska, Andrea Insch (may 2012) “The strategic importance of brand
positioning in the place brand concept: elements, structure and application capabilities” The
concept of place brand building and managing is largely discussed in literature on the subject
and more and more frequently put into practice. The key element which determines effective
implementation thereof is to define brand positioning. This is because brand positioning
determines the framework of visual and communication-related execution.

Sanjeev Kumar Panchal, Bilal Mustafa Khan, S Ramesh (March 2, 2012 )

“Importance of ‘brand loyalty, brand awareness and perceived quality parameters’ in building
brand equity in the Indian pharmaceutical industry ”The Indian Pharmaceutical sector is
highly fragmented with more than 20,000 registered units. It has expanded drastically in the
last two decades. At least as many as 250 pharmaceutical companies share lead of this market
and are constantly challenged by severe price competition and government price control. In
order to sustain competitive advantage, pharmaceutical companies have to develop and build
brands that meet real needs and are differentiated in the minds of our customers.

Rafael Bravo, Jesús Cambra, (2012) “The Importance of Brand Values in Family Business”
Only a small body of literature exists on linking key marketing concepts in family business
contexts and those studies that do exist show a significant bias towards brand management.
Both the relevance of the subject and the lack of research assuming this challenge to date
justify the interest and timeliness of this literature review.

Lucia Malär, Harley Krohmer, Wayne D. Hoyer ( July 1, 2011) “Emotional Brand
Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self”
Creating emotional brand attachment is a key branding issue in today's marketing world. One
way to accomplish this is to match the brand's personality with the consumer's self. A key
question, however, is whether the brand's personality should match the consumer's actual self
or the consumer's ideal self.

Balaji C. Krishnan, Michael D. Hartline (1 September 2001) “Brand equity: is it more

important in services?” While the brand equity associated with tangible goods has received a
great deal of attention in the literature, a basic understanding of the nature of brand equity for
services has yet to emerge. Most of what is known about brand equity for services is based on
theoretical or anecdotal evidence. In addition, the presumed differences in brand equity
associated with search‐dominant, experience‐dominant, and credence ‐dominant services has
yet to be empirically examined.

Mark S. Glynn, Roderick J. Brodie (1 December 1998) “The importance of brand‐ specific
associations in brand extension: further empirical results” This paper reports a replication of
Bromoacyl and Alba’s study of the influence of brand‐specific associations on brand
extensions.

Susan M. Broniarczyk, Joseph W. Alba (May 1, 1994) “The Importance of the Brand in
Brand Extension” Recent research has identified two factors that influence consumer
perceptions of a brand extension: brand affect and the similarity between the original and
extension product categories. However, surprisingly little attention has been paid to other
associations specific to the brand itself.

Durairaj Maheswaran , Diane M. Mackie, Shelly Chaiken (1992)”Brand name as a

heuristic cue: The effects of task importance and expectancy confirmation on consumer
judgments “ Previous research on brand name utilization in consumer judgments has yielded
mixed results. In this study, we attempted to understand brand name effects within the
framework of the heuristic‐systematic model.

Aron O’Cass, Debra Grace (1 September 2003) “An exploratory perspective of service
brand associations” Over the past 20 years the commercial importance of services has been
realised, highlighting the importance of research to understand service brands and their
meaning for consumers. However, to date, the branding models developed lack empirical
testing, are derived from the perspective of brand practitioners rather than consumers, and
pay little attention to the branding of services.
 CHAPTER: III

COMPANY PROFILE

The word "cotton" has Arabic origins, derived from the Arabic word (qutn or
qutun). This was the usual word for cotton in medieval Arabic. The word entered the
Romance languages in the mid-12th century, and English a century later. Cotton fabric was
known to the ancient Romans as an import but cotton was rare in the Romance-speaking
lands until imports from the Arabic-speaking lands in the later medieval era at trans
formatively lower prices. Cotton is a soft, fluffy staple fibre that grows in a boll, or
protective case, around the seeds of the cotton plants of the genus Gossypium in the mallow
family Malvaceous. The fibre is almost pure cellulose. Under natural conditions, the cotton
bolls will increase the dispersal of the seeds.

The plant is a shrub native to tropical and subtropical regions around the world,
including the Americas, Africa, Egypt and India. The greatest diversity of wild cotton species
is found in Mexico, followed by Australia and Africa. Cotton was independently
domesticated in the Old and New Worlds. The fibre is most often spun into yarn or thread
and used to make a soft, breathable textile. The use of cotton for fabric is known to date to
prehistoric times; fragments of cotton fabric dated to the fifth millennium BC have been
found in the Indus Valley Civilization, as well as fabric remnants dated back to 6000 BC in
Peru. Although cultivated since antiquity, it was the invention of the cotton gin that lowered
the cost of production that led to its widespread use, and it is the most widely used natural
fibre cloth in clothing today.

Current estimates for world production are about 25 million tonnes or 110
million bales annually, accounting for 2.5% of the world's arable land. India is the world's
largest producer of cotton. The United States has been the largest exporter for many years. In
the United States, cotton is usually measured in bales, which measure approximately 0.48
cubic meters (17 cubic feet) and weigh 226.8 kilograms (500 pounds).

How are cotton shirts made?

Bales of cotton fibres are spun at a facility where they are carded, combed and
blended. Before the carding stage, which involves separating the fibres into loose strands, the
cotton is taken off a picking machine. The spun cotton is then knit on a loom (the weaving
process) into a rough greyish fabric.

Textile industry:

The textile industry is primarily concerned with the design, production and
distribution of yarn, cloth and clothing. The raw material may be natural, or synthetic using
products of the chemical industry

Cotton Manufacturing:

Cotton is the world's most important natural fibre. In the year 2007, the global
yield was 25 million tons from 35 million hectares cultivated in more than 50 countries.
There are five stages:

 Cultivating and Harvesting

 Preparatory Processes

 Spinning — giving yarn

  Weaving — giving fabrics

 Finishing — giving textiles

Synthetic fibres

Artificial fibres can be made by extruding a polymer, through a spinneret into a

medium where it hardens. Wet spinning (rayon) uses a coagulating medium. In dry spinning
(acetate and triacetate), the polymer is contained in a solvent that evaporates in the heated
exit chamber. In melt spinning (nylons and polyesters) the extruded polymer is cooled in gas
or air and then sets. All these fibres will be of great length, often kilometres long. Artificial
fibres can be processed as long fibres or batched and cut so they can be processed like a
natural fibre.

Natural fibres

Natural fibres are either from animals (sheep, goat, rabbit, silk-worm) mineral
(asbestos) or from plants (cotton, flax, sisal). These vegetable fibres can come from the seed
(cotton), the stem (known as bast fibres: flax, hemp, jute) or the leaf (sisal). Without
exception, many processes are needed before a clean even staple is obtained- each with a
specific name. With the exception of silk, each of these fibres is short, being only centimetres
in length, and each has a rough surface that enables it to bond with similar staples.

Growth of Textile Industry in India

Textile workers in Tirupur Tamandu, India. The textile industry in India

traditionally, after agriculture, is the only industry that has generated huge employment for
both skilled and unskilled labour in textiles. The textile industry continues to be the second-
largest employment generating sector in India. It offers direct employment to over 35 million
in the country. According to the Ministry of Textiles, the share of textiles in total exports
during April–July 2010 was 11.04%. During 2009–2010, the Indian textile industry was
pegged at US$55 billion, 64% of which services domestic demand. In 2010, there were 2,500
textile weaving factories and 4,135 textile finishing factories in all of India. According to AT
Kearney’s ‘Retail Apparel Index’, India was ranked as the fourth most promising market for
apparel retailers in 2009.

Peter England – A bird’s eye view

Peter England was founded in 1889, Londonderry, Ireland to provide British

soldiers with fine Khaki trousers during the Boer War. More than a century later, Peter
England made its foray into the Indian market in 1997. The brand was acquired by Aditya
Birla Group in 2000 and quickly went on to become India’s Leading Menswear Brand. The
brand was listed in top 5 most trusted brands in apparel category for 7 consecutive years. And
keeping in sync with the youth, Peter England offers apparel that cater to every fashion
occasion of a young professional’s life.

Peter England is the most loved and largest menswear brand in India. It sells
more than 10 million garments every year in its 600+ exclusive stores and 2000+ multi-brand
outlets across more than 350 towns. It is also available online through Trendin.com, the e-
commerce shopping portal of Aditya Birla Fashion and Retail Limited. Since 2008, Peter
England has been voted as India's most trusted apparel brand for 8 consecutive years by The
Economic Times Brand Equity Survey. A brand with quintessential English origins and
heritage, Peter England was first launched in India by Madura Fashion and Lifestyle (then
known as Madura Garments) in the mid-price segment in 1997.
 The company acquired the world rights for the brand in 2000. What began as
an honest shirt brand in 1997 in India, today is a complete lifestyle brand with merchandise
available for everyday and special occasions. The brand has diversified into the non-apparel
category with the launch of PE Bags, and more recently it launched a unique retailing store
that targets the life cycle of an entire generation called Peter England Generation.

About ABFRL

Aditya Birla Fashion and Retail Ltd. (ABFRL) is India’s No. 1 pure-play
Fashion and Lifestyle entity with a strong bouquet of leading fashion brands and retail
formats. It emerged after the consolidation of the branded apparel businesses of Aditya Birla
Group comprising ABNL'S Madura Fashion division and ABNL's subsidiaries Pantaloons
Fashion and Retail (PFRL) and Madura Fashion & Lifestyle (MFL) in May 2015. With a
strong presence spanning luxury and super premium segments, premium formal and casual
wear to fast fashion and value fashion for men, women and kids, ABFRL hosts India's largest
fashion network. It has over 6,000 points of sale across over 200 cities and towns, which
include more than 2,000 exclusive ABFRL brand outlets. ABFRL's e-commerce business,
Trendin.com reaches out to multiple destinations across India.

History & Marketing Strategies of Peter England

After debuting in India, Peter England did not take much time to establish itself
as one of the most trusted brands. Because of its quality product and affordable price range,
the brand has gained many awards. With this progress, it will soon become one of the best
brands in the global apparel market.

Brand name: Peter England Founder: Aditya Birla Group

Peter England is one of the best clothing brands in India. It is currently owned
by the Aditya Birla Group. Madura Garments, which is also owned by the Aditya group,
currently are manufacturing all the clothes of this brand. At first Peter England was known
for only making formal wears for the male population. But now, the brand sells other items
such as types of denim, kurtas, and various festive wears, etc.

Awards:
 Since its inception in the Indian market, Peter England has won many rewards.
It has won the award of Most Trusted Brand several times. Other than that, the brand has also
won the Best Technology initiative in 2015 and Best Performing Brand in Men Formals in
2017. Winning these awards has made Peter England gain more recognition and reputation.

RESEARCH METHODOLOGY

Research is an original contribution to the existing stock of knowledge making for its
advancement. It is the pursuit of truth with the help of study .observation, comparison and
experiment. In short, the search for knowledge through objectives and systematic method of
finding solution to a problem is research.

A research method refers to the methods the researchers use in performing research
operations. Research methodology is a way to systematically solve the research problem. By
research methodology not only the research methods are considered but also the logic behind
the method used in the context of the research study and explanation are given on why a
particular technique is used.

RESEARCH DESIGN

The research design that is adopted in this study is Descriptive Research.

DESCRIPTIVE RESEARCH

To descriptive the characteristics of the variable in a situation.

METHODS OF DATA COLLECTION

Sources of Data:

Data were collected through both primary and secondary data sources.

Primary data
 A primary data is a data, which is collected a fresh and for the first time, and thus happen
to be original in character. The primary data with the help of questionnaires were collected
from various investors.

Secondary data

Secondary data consist of information that already exists somewhere, have been collected.
Secondary data is collected from company websites, other websites.

SAMPLING DESIGN

Sampling method:

The sampling used is simple random sampling.

Sampling size:

The sample size for this study is 50 user of Peter England.

Tools used for analysis:

Simple percentage method and chi square method was used.

Simple percentage analysis:

The percentage analysis is mainly used to standardize the response of the respondents.
This analysis is carried out for all the question given in the questionnaires, mainly to asses,
how the respondents are distributed in each category.

Percentage analysis uses percentage to process the data this method is used as a
percentage simply number, reducing them into “0-100” range through percentage.

Percentage = n/N X 100

n= Number of respondents assured.

N= Total number of respondents.

 CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

TABLE-4.1
SHOWING ON THE BASIS OF GENDER FACTOR

Gender No of respondents Percentage

Male 50 100%
Female 0 0
Total 50 100

Analysis: Almost out of 50 Respondent were male i.e., 100% the Respondent who were
male are engaged in their own business, profession and also students.

Inference: From the analysis it is conclude that majority of respondents are Male.

CHART-4.1
 100
Percentage

80
60
40
20
0
Male Female
Sex
 TABLE-4.2

SHOWING THE MARITAL STATUS OF THE RESPONDENTS

Marital Status No of Respondents Percentage

Married 16 32%
Un married 34 68%
Total 50 100%

Analysis: The above table shows that 68 % respondents are unmarried and 32 % of
respondents are married.

Inference: from the above analysis it is conclude that majority of respondents are
Unmarried.

CHART-4.2

80
70
60
Percentage

50
40
30
20
10
0
Married Unmarried
Marital Status
 TABLE-4.3

SHOWING THE AGE GROUPS OF THE RESPONDENTS

Age group No of Respondents Percentage

Below 20 14 28%
20 to 30 26 52%
Above 30 10 20%
Total 50 100%

Analysis: About 28% of the respondents are in the age group of below 20, 52% of the
respondents are in the age group of 20 to 30, 20% of the respondents are in the age group of
above 30.

Inference: From the above analysis it is clear that majority of respondents age group is 20 -
30

CHART-4.3

20; 20%
28; 28%

52; 52%

Below 20 20-30 Above 30

 TABLE-4.4

EDUCATIONAL QUALIFICATIONS OF THE RESPONDENTS

Qualification No of Respondents Percentage

S.S.L.C 4 8%

PUC 8 16%

Graduate 30 60%

Post Graduate 4 8%

Other 4 8%

Total 50 100

Analysis: Out of the 50 respondents 8% Belongs to SSLC. 18%, 16 % belongs to PUC, 60

% Belongs to Graduate, 8% Belongs to Post graduate and also 8% belongs to others.

Inference: from the above analysis it is clear that majority of respondents are graduates.

CHART-4.4

SSLC
PUC
Graduate
Post-graduate
Other
 TABLE-4.5
SHOWING OCCUPATION OF RESPONDENTS IS PRESENTED
Occupation No of Respondents Percentage
Professional 6 12%
Business 8 16%
Government Service 4 8%
Student 26 52%
Others 6 12%
Total 50 100%

Analysis: Out of 50 Respondents, 12 % Respondent having the occupation like

professional, 16 % Respondent having the occupation like business 8 % Respondent having
the occupation like Government service, 52 % of respondents having occupation like students
only 12 % respondents having the occupation like other occupation.

Inference: of respondents are from the above analysis it’s clear that majority
students

CHART-4.5

60 52
Percentage

50

40

30
16
20 12 12
8
10

0 Occuption
Professional Business Government Student Others
Service
 TABLE-4.6
TABLE SHOWING INCOME OF THE RESPONDENTS ON MONTHLY
BASIS

Income Rs No of Respondents Percentage

Less than 10,000 20 40%

10,000-15,000 12 24%

15,000-20,000 10 20%

20,000 above 8 16%

Total 50 100%

Analysis: Out of the 40% Respondents belongs to income group less Rs. 10,000 per
month, 24 % Belongs to Rs 10,000 -15,000 per month. 20 % belongs to Rs. 15,000 20,000
per month. & 16 % Belongs to 20,000 & above.

Inference: From the above analysis clear that majority of respondents income is less
than 10000.

CHART-4.6

45
40
35
Percentage

30
25
20
15
10
5
0
Less than 10000 10000-15000 15000-20000 20000 above

Income
 TABLE-4.7

SHOWING EXPECTATIONS FROM THE COMPANY

Expectation No of Respondents Percentages

Trust and Care 20 40%
Professional Quality Service 10 20%
Immediate Response 15 30%
Other specify 5 10%
Total 50 100%

Analysis: Out of the 100% in that 40% Respondents belongs to Trust and Care, 20%
Respondents belongs to Professional Quality service, 30% respondents belongs to immediate
response Group and remaining 10% respondents belongs to Other Expectations.
Inference: From the above analysis clear that majority of respondents expectation from the
company is trust and care.
CHART-4.7

20
20
18
15 Trust and Care
16
14
Professional Quality
12 10
Service
10
Immediate Response
8
5
6
Other specify
4
2
0
No of Respondents
 TABLE-4.8

SHOWING WHAT IS YOUR FREQUENCY OF BUYING SHIRTS

RANGE PERCENTAGE
0 – 1 Month 6%
1 Month 7%
2-5 Months 36%
6 Months 17%
7-11 Months 6%
Once a Year 4%
No Particular Frequency 24%
Total 100%

Analysis: The above diagram shows the consumers buying frequency for shirts, maximum
people told that they purchase shirts at the interval of 2 to 5 months. This give a fair chance
for frequent sale of shirts for the company.

CHART-4.8

Purchasing Frequency
24% 6% 7%

4%

6%
36%

17%

0-1 Mnth 1 Mnth 2-5 Mnths

6 Mnths 7-11 Mnths Once a year
No Particular Frequency
 TABLE-4.9
SHOWING PURCHASE SHIRTS ON SPECIAL OCCASIONS ONLY
Purchase on Occasions No of Respondents Percentages
Yes 15 30%
No 35 70%
Total 50 100%

Analysis: This pie shows no. of shirts bought in single purchase maximum number of
people told that they buy 2 shirts at a time followed by 3 to 5 shirts at a time, which replicts
huge sales potential Major part of candidates was in favour of random purchases of shirts
rather than any special occasional purchases

Inference : mejority of respondents are not purchase shirt on special occasions

CHART-4.9

Purchase on Speical Occasion

15

Yes
No

35
 TABLE-4.10
SHOWING WHERE DO YOU USUALLY SHOP
Particular No of Respondents Percentages
Exclusive Brand Outlets 9 18%
Multi Brand Outlets 24 48%
Departmental Stores 19 38%
Total 50 100%

Analysis: People usually shop at Multi brands outlet followed by Departmental stores. The
results show the significance of marketing the product from MBO.

Inference: Majority of respondents are usually shop at multi brand outlets.

CHART-4.10

25

20

15

10

0
Exclusive Multi Brand Departmental
Brand Outlets Outlets Stores
No of Respondents 9 24 19
 TABLE-4.11
SHOWING WHAT DO YOU LOOK IN A STORE WHERE YOU SHOP

Particular No of Respondents Percentages

Shop Ambience 5 10%
Trial Room 7 14%
Proximity From Home 8 16%
Prices Offered 9 18%
Courteous & Helpful Sales Staff 6 12%
Parking 3 6%
Variety 10 20%
Others 2 4%
Total 50 100%

Analysis: The above diagram shows the important external factors which consumers
consider important while purchasing apart from the product to be purchased. Again Variety
hits the top of list. This signifies that Company should have different variety & variants in
their product category.

Inference: Majority of the respondents are look variety while they went to shop for
shopping.

CHART-4.11
50
50 Shop Ambience
45 Trial Room
40
Proximity From Home
35
Prices Offered
30
25 Courteous & Helpful
Sales Staff
20
15 10 Parking
8 9
7 6
10 5 Variety
3 2
5 Others
0
No of Respondents Total
 TABLE-4.12
SHOWING WHICH ARE THE BRANDS OF SHIRTS YOU HEARD OF

Brand Responses Percentage

Peter England 15 30%
Park Avenue 8 16%
Raymond’s 25 50%
Others 2 4%
TOTAL 50 100%

Analysis: out of 50 respondents 15 belongs to Peter England, 8 belongs to Park Avenue, 25

belongs to Raymond’s, and remains are from others.

Inference: from the above analysis clears that majority of respondents are heard about Peter
England and Raymond’s.

CHART-4.12

Brand

4%
30% Peter England
Park avenue
Raymond
50% others
16%