To Analyse the Consumer Buying Behavior of Denim Brands Amongst Youth

in Nift Kolkata.

MARKETING RESEARCH
PROJECT
MARKETING RESEARCH
DEFINATION
 The systematic gathering, recording and
analyzing of data about problems relating to the
marketing of goods and services.

 It is the function which links the customer and

public to the marketer through information used
to identify and define market opportunity and
problems; generate refine and evaluate market
actions; monitor performance and improve
understanding of market as a process.
APPLICATION OF MARKETING
RESEARCH
 Strategic
 Tactical
(we use the tactical application aspect in our research)
RESEARCH PROCESS
 Formulating the problem/ defining Objective.
- To analyze the consumer buying behaviour for denim brands
in the demographics of Nift Kolkata youth.

 Choice of Research Design

Exploratory, Descriptive and Causal.
We have used descriptive research design:
(it is used where there are conditions of demographics, geographic
etc.)
there are two types of descriptive research:
Longitudinal(eg.panel type) and Cross-sectional(eg.field studies or
surveys), our research is cross-sectional.
 DESIGNING THE RESEARCH
METHODOLOGY
 Designing the research methodology:
1. Research method: Primary or Secondary
-our research uses Primary data.

2. Sampling plan: probabilistic or non probabilistic

-the research uses non probabilistic plan as we
have send the questionnaire to selective people
from our friend circle.
-Thus Convenience Sampling.
3.Questionnaire Design:
The scales used in the questionnaire are:
 Nominal
 Ordinal
 Stapel
The questions are of the following types:
 Dichotomous
 Multiple choice
 Rating or ranking
4. Field work plan:
-we made the questionnaire, forwarded it to
friends using internet and the waited for their
responses.

5.Analysis plan:
-we studied the responses and used SPSS to
analyze the responses to accomplish our
objective.
RESEARCH PROJECT:
 OBJECTIVE:
- Primary objective-
The objective of our study through this project is to
determine the factors which have a bearing on
consumers’ buying behaviour with respect to denims.

- Secondary objective –
The results obtained from our study will give us an
insight into consumer behaviour which, in turn, will help
us in analyzing the factors contributing to brand
preferences.
 Sample Design:
Nift Kolkata students
age group 17 to 26
(both UG and PG students were included)

 Factors included for study:

-Price
-Color
-Wash
-Fabric
-Fit
-Brand name
-Current trend
-Durability
-Comfort
Important Links:

 Questionnaire:
https://
spreadsheets.google.com/spreadsheet/viewform?
formkey=dDJTMFBYN0RaekVsaVdlLVZTVU9UNG
c6MQ
(Please use internet to see the link)
 Data collected in excel sheet:
(saved as an excel sheet in the source disk)

 Data tabulated file:

(saved as a spss file in the source disk)

 Output file:
(saved as a spss output file in the source disk)
Graphs and Charts

(* Shown in the document)

ANALYSIS RESULT:
 LEVIS AND OTHER NON BRANDED JEANS ARE THE MOST PREFERRED ONES

 DARK BLUE AND LIGHT BLUE ARE THE MOST PREFERRED COLOURS

 MAXIMUM NUMBER OF PEOPLE CONSIDER FABRIC TO BE OF GREAT

 IMPORTANCE WHEN PURCHASING A DENIM

 COLOUR IS THE MAJOR BASIS OF PREFERENCE WEN BUYING A DENIM

 MAJORITY OF DENIM BUYERS ARE BRAND CONCIOUS

 CURRENT TRENDS INFLUENCES A HIGH NUMBER OF PEOPLE.

 PEERS INFLUENCE A HIGH NUMBER OF RESPONDENTS WHEN PURCHASING A

DENIM.
THANKYOU

Submitted by:
Nupur Sachdeva (01)
Kanika Mathur (04)
Manya Dugar (11)