Usage and Attitude Study of Consumer for Raymond Apparel Ltd.

Usage & Attitude study

Raymond Apparel Ltd

CHAPTER 1: Consumer Behavior

Nature Scope and Importance of Consumer behavior. : Consumer behavior is defined as “The dynamic interaction of affect and cognition, behavior and the environment b which human beings conduct the exchange aspects of lives”. IT means that the buying habits of the consumer are greatly affected by their thought process and their feelings experienced. Human beings are greatly influenced in their buying actions by various factors like opinion of others, marketing stimuli like product, advertising, packaging and product appearance.

Importance of Consumer behavior:

• Ever increasing intensifying competition. • More aggressive competitors emerging with greater frequency. • Changes basis of competition. • Geographic sources of competition are becoming wider. • Niche attacks are becoming frequent. • Pace of innovation is rapid. • Price competition becoming more aggressive • Product differentiation is declining.

As a principal, the marketing concept involves understanding the needs of the consumers and translating these needs into products or services to satisfy these needs. The basic objective in marketing is to achieve the goal of profit making through customer satisfaction. To do this, an organization should understand the consumer and be as close to them as possible.

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Consumer behavior is Dynamic:

The feelings, thinking, perceptions and actions of the customer and the society at large keep changing frequently. For example number of working women is on rise and this has changed the concept of shopping. The dynamic nature of the consumer behaviour offers challenges to marketers and the task of creating marketing strategies becomes complex, and exciting. Strategies that work today may not work tomorrow. Strategies adopted in one market ma not work in another. The product life cycle are becoming shorter and create additional pressures on marketers to bring innovative products and concepts. The concept ‘value’ changes from time to time. Mahindra and mahindra had to come out with ‘Scorpio’ within launch of ‘Bolero’.

Consumer behaviour involves interactions:

Consumer behaviour involves interactions among peoples thinking, feelings, and actions and the environment. This forces marketer to understand three things:

• What products and services mean to customers. • What influences shopping, purchase, and consumption. • What consumers need to do to purchase and consumer products and services?

Consumer behaviour involves exchange:

Consumer behaviour involves exchanges between human beings. People give up something of value to others and receive something in return. Much of consumer behaviour involves people giving up money to obtain product and services, that is, exchanges consumers and sellers. The role of marketing in society is to help create exchange by formulating and implementing marketing strategies.

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2. Consumer Research: Consumer research is the systematic collection and analysis of consumer information for the purpose of important decision making for marketing. Consumer research plays an important role in marketing process, helps in consumer measurement, market potential, sales forecast, each element like product mix, distribution mix, price, effectiveness of an advertisement campaign, consumer acceptance of a product. In fiercely competitive situation, it is extremely critical for and organization to monitor the customer relationship on a regular basis.

Consumer research is used for two purposes:

• Routine problem analysis .i.e. product potential, sales forecasting. • Non-routing problem analysis .i.e. new product launch, success of promotional schemes.

Needs for Consumer Research:

• How do consumers interpret information about marketing stimuli such as products, stores, and advertising? • How do consumers choose from among alternative product classes, products, and brands? • How do consumers form evaluation of products and brands? • How does consumer interpret the benefits of market offerings? • How do behaviour and environment affect consumer beliefs and attitudes? • Why consumers are more interested or involved in some products or brands than others? • How d marketing strategies influence consumer’s beliefs and attitudes?

Answers to such questions can only be obtained through consumer feedback and for this it is imperative to study Consumer Research and integrate it into the overall marketing function.

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Approaches to Consumer Research:

There are two main categories of research methods. Secondary research uses research that has already been done by someone else. For example, marketers often find information compiled by the U.S. Census very useful. However, in some cases, information specific enough to satisfy a firm’s needs is not publicly available. For example, a firm will have to run its own research to find out whether consumers would prefer that more vanilla taste be added to its soft drink brand. Original research that a firm does for itself is known as primary research.

There is no one perfect primary research method. Each has strengths and weaknesses, and thus the appropriate method must be selected based on research needs. Surveys are useful for getting a great deal of specific information. Surveys can contain open-ended questions (e.g., (e.g., "In which city and state were you born? ____________") or closed-ended, where the the respondent respondent is asked to to select answers from a brief list

(e.g.,

"__Male ___ Female.") Open ended questions have the advantage that the respondent is not limited to the options listed, and that the respondent is not being influenced by seeing a list of responses. However, open-ended questions are often skipped by respondents, and coding them can be quite a challenge. In general, for surveys to yield meaningful responses, sample sizes of over 100 are usually required because precision is essential. For example, if a market share of twenty percent would result in a loss while thirty percent would be profitable, a confidence interval of 20-35% is too wide to be useful.

Surveys come in several different forms. Mail surveys are relatively inexpensive, but response rates are typically quite low—typically from 5-20%. Phone-surveys get somewhat higher response rates, but not many questions can be asked because many answer options have to be repeated and few people are willing to stay on the phone for more than five minutes. Mall intercepts are a convenient way to reach consumers, but respondents may be reluctant to discuss anything sensitive face-to-face with an interviewer.

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A survey, as any kind of research, is vulnerable to bias. The wording of a question can influence the outcome a great deal. For example, more people answered no to the question "Should speeches against democracy be allowed?" than answered yes to "Should speeches against democracy be forbidden?" For face-to-face interviews, interviewer bias is a danger, too. Interviewer bias occurs when the interviewer influences the way the respondent answers. For example, unconsciously an interviewer that works for the firm manufacturing the product in question may smile a little when something good is being said about the product and frown a little when something negative is being said. The respondent may catch on and say something more positive than his or her real opinion. Finally, a response bias may occur—if only part of the sample responds to a survey, the respondents’ answers may not be representative of the population.

The case of "The Pentagon Declares War on Rush Limbaugh" illustrated that biased surveys are often taken at face value. It was reported in the national media, without question of the validity of the research, that only 3.8% of listeners to the Armed Forces Network wanted to listen to Rush Limbaugh. It turned out, however, that this inference was based on the question "What single thing can we do to improve programming?" Only if a respondent wrote in an answer mentioning Rush Limbaugh were he or she counted as wanting to listen to Rush.

Experiments are used when the researcher wants to rule out all but one explanation for a particular observation. Suppose, for example, that we observe that sales of our brand increase when we send out coupons. However, retailers may also give us better shelf space when the coupon is out; thus, we can’t tell if it was the coupon or the shelf-placement that caused sales to increase—the two variables are confounded. In an experiment, we carefully control what varies. In this case, we invite in one hundred people and ask them to shop in a simulated store. Half of the respondents are randomly selected and get a coupon; the others do not. Since the only difference here was whether the subjects got a coupon or not, we can be more confident that differences in brand choice were due to the coupon. Experiments do, however, have a serious drawback in that the consumer is removed from his or her natural surroundings. For example, if we pay some consumers to come into a lab and watch TV "as you normally would," these consumers, figuring that they are being paid, may give more attention to the advertisements than they would at home. 5


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Focus groups involve getting a group of 6-12 consumers together to discuss product usage. Focus groups are especially useful if we do not have specific questions to ask yet, since we don’t know what consumers’ concerns might be. We start out talking broadly about the need that a product might serve, and only gradually move toward the product itself. For example, a firm considering the marketing of sugar free cookies might start out its group talking about snacks—why people consume them and the benefits they expect. Gradually, we then move toward concerns people have about snacks. Eventually, we address sugar content and concerns that consumers have about that. Only toward the end of the session do we show consumers the actual product we are considering and ask for feedback. We postpone our consideration of the actual product toward the end because we want to be sure that we find out about the consumer’s needs and desires rather than what he or she thinks about the specific product we have on the drawing board right now (that product can be changed, and it can be repositioned). Drawbacks of focus groups include high costs and the fact that generalization toward the entire population is difficult for such small sample sizes. The fact that focus groups involve social interaction also means that participants may say what they think will make themselves look good rather than what they really believe (the social desirability bias).

Personal interviews involve in-depth questioning of an individual about his or her interest in or experiences with a product. The benefit here is that we can get really into depth (when the respondent says something interesting, we can ask him or her to elaborate), but this method of research is costly and can be extremely vulnerable to interviewer bias.

Projective techniques are used when a consumer may feel embarrassed to admit to certain opinions, feelings, or preferences. For example, many older executives may not be comfortable admitting to being intimidated by computers. It has been found that in such cases, people will tend to respond more openly about "someone else." Thus, we may ask them to explain reasons why a friend has not yet bought a computer, or to tell a story about a person in a picture who is or is not using a product. The main problem with this method is that it is difficult to analyze responses.

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Observation of consumers is often a powerful tool. Looking at how consumers select products may yield insights into how they make decisions and what they look for. For example, some American manufacturers were concerned about low sales of their products in Japan. Observing Japanese consumers, it was found that many of these Japanese consumers scrutinized packages looking for a name of a major manufacturer— the product specific-brands that are common in the U.S.(e.g., Tide) were not impressive to the Japanese, who wanted a name of a major firm like Mitsubishi or Proctor & Gamble. Observation may help us determine how much time consumers spend comparing prices, or whether nutritional labels are being consulted. Physiological measures are occasionally used to examine consumer response. For example, advertisers may want to measure a consumer’s level of arousal during various parts of an advertisement.

Types of Data:

Primary Data: Data collected at first hand either by the researcher or by someone

especially for the purpose of the study are known as primary data.

Secondary Data: Data which have been collected earlier for some other purpose are

secondary data in hands of marketing researcher.

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3. Consumer Learning: Learning is defined as a permanent change in the behaviour of a consumer as a result of past experience.

The characteristic features of learning are as under:

• Learning involves a change in behaviour. This change may or may not be an important over previous behaviour. • Learning is a process, which continuously evolves and changes as a result of newly acquired knowledge. • Learning can occur by increase in knowledge through reading books, articles, observation, thinking, and through discussions. • The behaviour change is based on some form of practice or exception.

Thus we see that learning is based on two vital aspects that are behaviour and experience. Learning can be either intentional or incidental. Intentional learning occurs when the individual is deliberately searching for the information on the feature, benefits etc of the product before a purchase. Incidental learning occurs when the information comes to him on its own either through the print or electronic media, exhibitions exhibitions etc.

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4. Consumer Perception: It is selection, organization, and interpretation of marketing and environmental stimuli into a cohesive picture. Following are the some feature of perception, which are as under:

• Perception is a mental process, whereby an individual selects data or information from the environment, organizes it and draws significance or meaning from it. • Perception is a basically a cognitive or thinking process and an individual’s activities, emotions, feelings etc. are based on his perception of his perception of his surroundings or environment. • Perception being an intellectual and cognitive process will be subjective in nature. This means that different people may perceive the same environment differently based on the effect of the environment.

Characteristics Affecting Perception:

Characteristic effecting perception can be divided into sensory elements and structural elements.

Colour:

Colour has important sensory connotations. Evidence suggests that red is regarded as warm, sensual and not intimidating. Blue is seen as conforming and is regarded to be colour that attempts to convey friendlier image. Pepsi attempt to cash on the blue colour of the Indian cricket team during the recent World Cup cricket matches has received a similar response. Many retailers in Mumbai call it ‘Ghaslet Pepsi’. This is because Indians are more used to identify blue with kerosene and their long term association with blue colour of kerosene led to call blue Pepsi as Ghaslet Pepsi.

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Taste:

Taste is another sensory factor that will condition consumers brand perceptions. The importance of taste is illustrated by P&G blunder when it first introduced Pringles potato chips. The chips were packed in an easy-to-stack cylindrical can to avoid breakage of chips. The consumers responded by saying that the packaging resembles a tennis ball can. Further consumers felt that the chips tasted like tennis ball.

Smell:

Smell is important for food products and cosmetics products. In one study, two fragrances were added to the same facial tissue. Consumers perceived one facial issue as elegant and expensive and the other as a product to use in the kitchen.

Sound:

Sound is another important sensory stimulus. Advertisers have traditionally used accent to convey status and authority. Even in case of serials, voice is being used to create an impact on the masses. The ‘Binaca geetmala’ was characterised by the voice of Amin Sayani.s

Feel:

The feel of certain products will also influence consumer’s perceptions. Softness is considered a desirable attribute in many paper products. Feel is also a means of determining quality. Consumer often use of a textile fabric, clothing, carpeting, or furniture to evaluate quality. For example, a smooth, velvety feel in textile fabrics is considered an indication of quality.

Structural Elements:

Intensity and Size: The brighter and advertisement and larger the size, more it is able to attract the attention of potential consumers. Such large advertisements can be in the form of full page advertisements in newspapers or in the form of large hoardings on the road.

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Position:

Attraction towards and advertisement depends largely on the place where it is positioned. Positioning includes the page of a newspaper. Similarly, the placement of product for display on shelves at the retail outlet plays an important role in attracting the attention of the consumers.

Contrast:

A black and white advertisement with a small spot used by Jet Airways is likely to attract attention. A quite commercial after a loud program can attract attention like the advertisement of ‘De Beers’ diamond after listening to a frantic rock show.

Novelty:

It is observed that anything which is different from what is normally expected tends to attract attention like an unusual bottle shape or different packaging material. For e.g. ‘Frooti’ was the first to introduce the soft drink in tetra pack or when Pepsi and Coke were launched in small cans.

Repetition:

Advertisements are repeated often to enable consumers to brand recall as well as stimulate them and create a strong desire for interest in the purchase of the product. Repetition is particularly important in case of low involvement convenience goods like soaps, toothpastes.

Consumer Characteristics Affecting Perception:

Stimulus Discrimination:

One of the basic questions regarding the effect of marketing stimuli. The ability to discriminate among stimuli is learned. Generally, frequent users of a product are better able to notice small difference in product characteristic between brands.

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Threshold levels:

The ability of consumer to detect the various in sensory elements is determined by their threshold level. Some consumers are more sensitive to these stimuli than others. This will be quite clear from the fact tea and coffee companies employ persons called tea or coffee ‘tasters’.

Just Noticeable difference:

It is based on the differential threshold of a consumer. A consumer will not be able to detect any change in stimulus below his threshold. For e.g. If an unbranded detergent cost 5 percent less that consumer is regular brand, the consumer ma not notice the difference. However, if the same unbranded product costs less than 30 percent less than he is definitely going to notice the difference.

Weber’s Law:

It states that the stronger the stimulus, the greater the change required for the stimulus to be seen as different. The most important application of this law is in price. One critical implication is that the higher the original price of an item, the greater the markdown required to increase sales. For e.g. If price of a Mercedes Benz S class is reduced by 25000/-, it will not have any impact on sales because the basic price is in several Lakhs that a difference of Rs25000/- may not be noticeable for consumers. On the other hand a price reduction of even Rs5000/- for a maruti 800 is seen to push sales substantially because of its low original price.

Absolute Threshold:

It is stimulus below which consumers cannot detect the stimulus at all. It is also referred to as subliminal perception .i.e. perception of stimulus below the conscious level. One of the major controversies regarding consumer perceptions is whether consumers can actually perceive marketing stimuli below their absolute level.

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Adaptation law:

It is the level at which consumer’s no longer notice a frequently repeated stimulus. An individual walking into an air-conditioned room, kitchen full of fragrance, or a noisy party will notice these stimuli after a period of time. Consumer differs in their level of adaptation. Some tune out more quickly then others. Novelty, humour, contrast, and movement are all stimulus effects that may gain consumer’s attention and reduce their attention and reduce their adaptation.

Price and Quality Perceptions:

Price perceptions directly influence consumer’s perceptions of brand quality and determine their purchasing behaviour. For e.g. Parker pens were positioned as expensive, hand finished pens. In order to achieve large volume of growth and to share a pie of the explosive growing ballpoints, Parker entered this market for cheap pens moving away from its traditional positioning. The results were disastrous because company’s image was not consistent with its price. In the late eighties, it moved back to its s trength, high priced fountain pens, with an ad campaign featuring style and luxury. This shift made the company profitable again.

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5. Consumer Involvement: Involvement:

A consumer is said to have a high involvement in purchase, when he considers the product be important and strongly identifies with it.

Conditions for involvement:

A consumer is likely to be more involved with a product when:

• The consumer’s self image is tied to the product e.g. aggressive youth craving for power identify themselves with the Enfield Bullet. Khadi is preferred by politicians and budding politicians. Similarly, we find politician preferring a multi-utility vehicle like Scorpio or Tata Safari. • Product has a symbolic meaning tied to consumer values e.g. ownership of a BMW car, a cross pen, Rolex watches have s symbolic value of the affluent class. • Product is expensive .e.g. Jewellery, real estate etc. • It has some important functional value e.g. fuel efficiency of a vehicle, cricket gear for a cricketer. • Product has an emotional appeal e.g. buying of a gift article, buying of articles for religious purpose. • Product is continually of interest to the consumer .e.g. fashion-conscious customer has continuous appeal in clothing and apparel. • Product entails significant risk e.g. buying a technology complex product, buying a house. • Product is identified with the norms of the group. E.g. School children buying ‘Pokemans’ articles.

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Type of Involvement:

Situational Involvement:

It is one that occurs only in specific situations and is temporary. For e.g. a person buying suit for marriage. Formal dressing for the marriage is a necessary and hence a person not very fashion-conscious about clothes gets involved temporary for his marriage in a piece of suit. Enduring Involvement: It indicates an ongoing interest in the product category. For example,

Attitudes:

Consumer attitudes are a composite of a consumer’s (1) beliefs about, (2) feelings about, (3) and behavioral intentions toward some object--within the context of marketing, usually a brand or retail store. These components are viewed together since they are highly interdependent and together represent forces that influence how the consumer will react to the object.

Beliefs.

The first component is beliefs. A consumer may hold both positive beliefs toward an object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains papers). In addition, some beliefs may be neutral (coffee is black), and some may be differ in valance depending on the person or the situation (e.g., coffee is hot and stimulates--good on a cold morning, but not good on a hot summer evening when one wants to sleep). Note also that the beliefs that consumers hold need not be accurate (e.g., that pork contains little fat), and some beliefs may, upon closer examination, be contradictory (e.g., that a historical figure was a good person but also owned slaves).

Affect.

Consumers also hold certain feelings toward brands or other objects. Sometimes these feelings are based on the beliefs (e.g., a person feels nauseated when thinking about a hamburger because of the tremendous amount of fat it contains), but there may also be feelings which are relatively independent of beliefs. For example, an extreme environmentalist may believe that cutting down trees is morally wrong, but may have positive affect toward Christmas trees because he or she unconsciously associates these trees with the experience that he or she had at Christmas as a child. 15


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Behavioral intention.

The behavioral intention is what the consumer plans to do with respect to the object (e.g., buy or not buy the brand). As with affect, this is sometimes a logical consequence of beliefs (or affect), but may sometimes reflect other circumstances--e.g., although a consumer does not really like a restaurant, he or she will go there because it is a hangout for his or her friends.

Attitude-Behavior Consistency.

Consumers often do not behave consistently with their attitudes for several reasons:

o Ability.

He or she may be unable to do so. Although junior high school student likes pickup trucks and would like to buy one, she may lack a driver’s license. o Competing demands for resources.

Although the above student would like to buy a pickup truck on her sixteenth birthday, she would rather have a computer, and has money for only one of the two. o Social influence.

A student thinks that smoking is really cool, but since his friends think it’s disgusting, he does not smoke. o Measurement problems.

Measuring attitudes is difficult. In many situations, consumers do not consciously set out to enumerate how positively or negatively they feel about mopeds, and when a market researcher asks them about their beliefs about mopeds, how important these beliefs are, and their evaluation of the performance of mopeds with respect to these beliefs, consumers often do not give very reliable answers. Thus, the consumers may act consistently with their true attitudes, which were never uncovered because an erroneous measurement was made. o Attitude Change Strategies.

Changing attitudes is generally very difficult, particularly when consumers suspect that the marketer has a self-serving agenda in bringing about this change (e.g., to get the consumer to buy more or to switch brands).

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o Changing affect.

One approach is to try to change affect, which may or may not involve getting consumers to change their beliefs. One strategy uses the approach of classical conditioning try to "pair" the product with a liked stimulus. For example, we "pair" a car with a beautiful woman. Alternatively, we can try to get people to like the advertisement and hope that this liking will "spill over" into the purchase of a product. For example, the Pillsbury Doughboy does not really emphasize the conveyance of much information to the consumer; instead, it attempts to create a warm, fuzzy image. Although Energizer Bunny ads try to get people to believe that their batteries last longer, the main emphasis is on the likeable bunny. Finally, products which are better known, through the mere exposure effect, tend to be better liked--that is, the more a product is advertised and seen in stores, the more it will generally be liked, even if consumers to do not develop any specific beliefs about the product. o Changing behavior.

People like to believe that their behavior is rational; thus, once they use our products, chances are that they will continue unless someone is able to get them to switch. One way to get people to switch to our brand is to use temporary price discounts and coupons; however, when consumers buy a product on deal, they may justify the purchase based on that deal (i.e., the low price) and may then switch to other brands on deal later. A better way to get people to switch to our brand is to at least temporarily obtain better shelf space so that the product is more convenient. Consumers are less likely to use this availability as a rationale for their purchase and may continue to buy the product even when the product is less conveniently located. (Notice, by the way, that this represents a case of shaping). s haping). o Changing beliefs.

Although attempting to change beliefs is the obvious way to attempt attitude change, particularly when consumers hold unfavorable or inaccurate ones, this is often difficult to achieve because consumers tend to resist. Several approaches to belief change exist:

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o Change currently held beliefs.

It is generally very difficult to attempt to change beliefs that people hold, particularly those that are strongly held, even if they are inaccurate. For example, the petroleum industry advertised for a long time that its profits were lower than were commonly believed, and provided extensive factual evidence in its advertising to support this reality. Consumers were suspicious and rejected this information, however. o Change the importance of beliefs.

Although the sugar manufacturers would undoubtedly like to decrease the importance of healthy teeth, it is usually not feasible to make beliefs less important-consumers are likely to reason, why, then, would you bother bringing them up in the first place? However, it may be possible to strengthen beliefs that favour us--e.g., a vitamin supplement manufacturer may advertise that it is extremely important for women to replace iron lost through menstruation. Most consumers already agree with this, but the belief can be made stronger. o Add beliefs.

Consumers are less likely to resist the addition of beliefs so long as they do not conflict with existing beliefs. Thus, the beef industry has added beliefs that beef (1) is convenient and (2) can be used to make a number of creative dishes. Vitamin manufacturers attempt to add the belief that stress causes vitamin depletion, which sounds quite plausible to most people. o Change ideal.

It usually difficult, and very risky, to attempt to change ideals, and only few firms succeed. For example, Hard Candy may have attempted to change the ideal away from traditional beauty toward more unique self expression. o One-sided vs. two-sided appeals.

Attitude research has shown that consumers often tend to react more favorably to advertisements which either (1) admit something negative about the sponsoring brand (e.g., the Volvo is a clumsy car, but very safe) or (2) admits something positive about a competing brand (e.g., a competing supermarket has slightly lower prices, but offers less service and selection). Two-sided appeals must, contain overriding arguments why the sponsoring brand is ultimately superior--that is, in the above examples, the "but" part must be emphasized.

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o Appeal approaches.

Several approaches to appeal may be used. The use of affect to induce empathy with advertising characters may increase attraction to a product, but may backfire if consumers believe that people’s feelings are being exploited. Fear appeals appear to work only if (1) an optimal level of fear is evoked--not so much that people tune it out, but enough to scare people into action and (2) a way to avoid the feared stimulus is explicitly indicated--e.g., gingivitis gingivitis and tooth loss can be avoided by using this mouth wash. Humor appears to be effective in gaining attention, but does not appear to increase persuasion in practice. In addition, a more favorable attitude toward the advertisement may be created by humorous advertising, which may in turn result in increased sales. Comparative advertising, which is illegal in many countries, often increases sales for the sponsoring brand, but may backfire in certain cultures. o Culture:

Culture is part of the external influences that impact the consumer. That is, culture represents influences that are imposed on the consumer by other individuals. The definition of culture offered in the text is "That complex whole which includes knowledge, belief, art, morals, custom, and any other capabilities and habits acquired by man person as a member of society." From this definition, we make the following observations:

• Culture, as a "complex whole," is a system of interdependent components

.

• Knowledge and beliefs are important parts.

In the U.S., we know and believe that a person who is skilled and works hard will get ahead. In other countries, it may be believed that differences in outcome result more from luck. "Chunking," the name for China in Chinese literally means "The Middle Kingdom." The belief among ancient Chinese that they were in the centre of the universe greatly influenced their thinking.

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CHAPTER 2: Current scenario of Apparel Industry Industry scenario The Indian textile and apparel industry has made a major contribution to the national economy in terms of direct and indirect employment generation and net foreign exchange earnings. The textile and apparel sector accounts for 18 per cent of employment in the industrial sector, 20 per cent of industrial production, 9 per cent of excise duty collections and more than 30 per cent of Indian’s total exports.

India had few competitors in the booming international textile trade during the post-independence period of the 1950s and 1960s, due to abundant supply of cotton and cheap labour and thriving mill sector. But Indian trade lost market share during 1970s in the face of growing competition from few new industrializing nations (NICs) in an expanding global economy. The 1980s marked rapid growth for apparel exports, which were valued at Rs 6500 million in 1981, Rs 8500 million in 1985. Due to devaluation of the rupee in 1991 and enactment of export-oriented policies, value of apparel exports jumped to Rs 62823 million in 1991-92, Rs 183896 million in 1998-99 and to Rs 254799 million in 2000-01. Opportunities

Indian apparels accounted for a tiny fraction of less than 3 per cent of overall world export of apparel, suggesting an opportunity for considerable growth. There is a very large domestic market for Indian apparel manufactures. As per McKinsey study, the market size is of Rs 20,000 crore, out of which only Rs 4,000 crore is catered to by branded apparel. So there is still an Rs 16,000 crore market, which is catered by the unorganized small size units. The developed nations, which are the destinations for Indian textile products, use textiles in the form of apparel. Therefore, in order to improve the presence in these markets and capture larger values of the chain the focus needs to be shifted towards the effective performance of the textile-apparel supply chain network, rather than looking at textile industry in isolation.

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Market Scenario: The speed at which the world economy is moving is truly incredible. And in this fast paced global scenario, the spotlight is on India.

The Indian economy is growing at a rapid pace and the true emergence of the middle class is what is driving this growth in our domestic market at an exponential rate, which we have never seen before. With the rise in investments in the economy and decrease in costs, people’s needs have increased in terms of goods and services, different retail experiences such as malls – all have contributed toward increasing consumer demand.

India is close to achieving a GDP growth rate of 8% that was projected by the government for this year. I am optimistic that in the current scenario, the GDP growth could even touch 10%.

In this environment, The Raymond Group too has grown at a tremendous pace as made the most of the global opportunities that the post-quota era presented us while consolidating our business in the domestic market.

From being one of the most respected textile companies in the world Raymond Group are now the world’s largest vertically and horizontally integrated manufacturer of worsted suiting fabric - a ‘one stop shop’ providing various solutions

to our customers across various product categories - worsted suiting to formal suits, shirting to formal shirts and denim fabric to jeans wear.

Raymond Group has expanded capacity of worsted suiting to 28 million metres with a new facility at Vapi, Gujarat. In addition to expanding capacity of our denim fabric facility to 40 million metres, Raymond Group have joined hands with UCO NV of Belgium, a leading producer of high end denim to form a global denim company with a combined capacity of 80 million metres, manufacturing facilities in 3 continents and a global marketing network.

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Raymond Group further expanded their textile business by entering a JV with Gruppo Zambaiti, a textile major from Italy in the form of a 50:50 JV with Cotonificio Honegger SPA for setting up of a Greenfield facility in India for high value cotton

shirting fabric. This JV with Gruppo Zambaitil helps them bring in best of the best technological & design inputs and a strength of a global marketing network. Their JV with Lanificio Fedora is Italy’s leading woolen fabric manufacturer for the manufacture of carded woolen products and a respected name in the global markets has helped enhance our carded woolen business as well.

Raymond Group have set up three world class garmenting units near Bangalore – for the manufacture of formal suits, jeans wear and dress shirts. These garmenting units will act as forward integration to their textile business enabling them to offer a complete solution to their customers from fabric to apparel.

Through the entire growth and consolidation phase, Raymond Group have never lost sight of what makes Raymond great – Their strength in innovation and dedication in developing great products. Raymond proved its global excellence by being the first Indian company in the world to bid for the world’s rarest bale of wool and create the world’s finest fabric - Super 230s fabric made of 11.8-micron wool .. Raymond Group also unveiled their newest innovation ‘Expressions’ an exquisite collection of wool and polywool suiting fabric specially crafted using exotic fibers’ like Cashmere, Angora, Mohair, Bamboo, Casein- a fibre developed from milk protein, Linen, Silk, Soya bean, Tencel blended with Super 120s, 100s Merino Wool and fine polyester.

In keeping with their objective to provide complete wardrobe solutions for the Indian male, they unveiled exclusive brand stores for Park Avenue, Manzoni and Parx. Their acquisition of ColorPlus is now complete. They have also expanded their

‘The Raymond Shop’ network and set up an exclusive 10,000 sq foot Flagship store for Raymond. Raymond also ventured into a new area for the first time with a kids wear brand - Zapp!

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Strengths of the Apparel Industry The Indian textile industry is globally more competitive than other industries in the country on relative terms. Most of the inputs required for this sector being available from domestic sources and there are very little requirements of imports and precious foreign exchange.

The Indian apparel-manufacturing sector was highly fragmented as knitted hosiery and yarn-dyed, woven apparel. Units employing over 50 machines accounted for a mere 6 per cent of all firms, while 80 per cent firms employed up to 20 machines. The extreme decentralization helped manufacturers to avoid labour problems and the labour related laws, as well as seasonal fluctuations in business. It also imparted flexibility to operations and provided surge capacity in production.

From middle of 1990s, manufacturing units of larger capacity with upgraded technology, mostly in collaboration with a joint venture partner were established. During the same period, Indian consumers could see availability of international brands in domestic market, which were made by Indian garment manufacturers. This had raised the expectation level of discerning consumers and apparel industry faced the challenge to improve its performance from this set of demanding consumers. Importers of Indian apparels were generally satisfied with price and enthusiastic about the ability to source small production quantities. With the entry of international garment companies into India, they bring in new designs, new craftsmanship, modern scientific management and also the marketing strategies. These all can strengthen the competition mechanism so that the industry will gain more resources for developing new products, new brand names, technology development and staff training in order to increase the market competitiveness.

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Raymond Apparel Ltd

CHAPTER 3: RAYMOND APPAREL LTD

To some the ultimate in fashion, to others something to aspire for. Brands from Raymond Apparel Ltd - the finest in readymade garments are more of a tradition that lives on forever. Dressing up gentlemen over the ears, it is nirvana for the senses .

Products

Park

Parx

Manzoni

Colour plus

Notting Hill

Avenue Suits Shirts Trousers Jackets Accessories T-shirts Denims

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CHAPTER 4:BRANDS UNDER RAYMOND APPAREL.

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Raymond Apparel Ltd

Industry is evolving & moving from stitched tailor made clothing to ready to wear branded clothing. Raymond recognized the changing environment and consumer needs as early as 1986 and came out with its premium range of men’s formal garments under the brand name of ‘Park Avenue’. ‘Park Avenue’ has come to be recognized as a leading and most respected brand for men’s formal garments. Its comprehensive product range comprises of suits, jackets, trousers, shirts, ties, accessories, men’s cosmetics, toiletries, etc. It is the single largest formal wear brand in the country and had recently bagged the” Most Admired Brand” and “ Best Trouser Brand” awards.

‘Parx’ was born as the need to meet the requirement of new and influential young audience who prefer casual look. Parx was launched in 1999 and its target audience is young Indian male. It complements Park Avenue, which is a wardrobe brand in the formals category.

This stunning range of menswear consists of soft cottons, the ideal apparel for the Indian workplace & Authentic Ring Denim that's made from the softest cotton & perfect to lounge around in. Parx offer ‘Parx Cotton’ and ‘Parx Jeans wear’. The USP for Parx Cottons is: “Look Sharp, Be Comfortable” and for Parx Jeans wear is “The last word in Comfort”. 25


Raymond Apparel Ltd

Manzoni is the youngest brand in the Raymond Apparel portfolio. This brand has been launched to cater to the fashion conscious premium end consumers in India. Manzoni was launched in April 2000. Manzoni, the luxury lifestyle brand of premium men's wear & accessories from Raymond Apparel Ltd. brings the best of Italian fashion to Mumbai with its new luxury boutique at Nepean Sea Road. The brand has already risen to the popularity charts in its category acknowledged for its highest quality and international style. Manzoni range of shirts, ties and suits are made for high quality fabrics and great emphasis is placed on the workmanship and detailing. Manzoni is distributed through a selected 50 Raymond shops only.

With the launch of kids wear brand Zapp!, Raymond now has something to offer for children. The exclusive brand covers the spectrum of children's lifestyle products that includes an entire range of children's apparel and accessories. ‘ZAPP!' would be targeted at kids between the age group 4 to 12 years. The children apparel

segment is a largely unorganized market but is worth 25000 crore and is growing at an annual rate of 25%. Raymond plans to set up around 12 ‘ZAPP!' stores across key metros in India over the next one year. It has opened the first ‘ZAPP!' store in Ahmadabad in April 2006. Zapp has acquired an exclusive license on Superman logo in India which will help the brand to build a super image. Company has planned to form “Zapp Club” for kids as a part of customer relationship program .

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Raymond Apparel Ltd

Premium casual wear was a new fashion concept in India a decade ago, but today, after an intense awareness exercise, Color Plus with its superior quality and styling, is firmly lodged as the number one casual wear brand in the country. The range has predominantly been men’s wear. The ColorPlus brand has a high value in India and Middle East. Color Plus as a brand is currently exported to the Middle East with plans to expand its frontiers to Europe. The first showroom was opened in 1994 at Chennai, and was followed by intensive test marketing and consumer feedback surveys. Today with more than 150 outlets, in over 60 cities, the brand has built an enviable reputation. Sophisticated markets in the Middle East have already accepted the range and the brand is now selling at premium locations.

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Raymond Apparel Ltd

Notting Hill reflects style and manifests originality of today’s fashion-conscious and discerning young professionals at an affordable price. Notting Hill was launched in 2007 to cater to the popular price segment. Designed in-house, the brand collection features a spectrum of men’s lifestyle products comprising of suits, shirts, trousers, jeans, t-shirts and also accessories like ties, handkerchiefs and socks. With exceptional fits, styling and color range, Notting Hill promises to be an instant hit with the young working professionals. Notting Hill would be retailed across India in a phased manner, beginning with Pune and other cities in Maharashtra. By the end of the first year Notting Hill would be made available across India with over 400 distribution points

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Raymond Apparel Ltd

CHAPTER 5: APPROACH TOWARDS STUDY

Awareness

Purchasing habits. Brand preference, perception & loyalty Retail & Communication

Evaluation & Assessment

Competitors Current positioning & Communication

Different marketing strategies that needs to be adopted? What are the relevant, effective positioning options available?

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Raymond Apparel Ltd

CHAPTER 6: METHODOLOGY Objective of the study:

1. To unders understand tand the perception perception of the the consum consumer. er. 2. To understan understand d if Notting Notting Hill Hill can be the the considerat consideration ion set of the the desired desired target target audience. 3. To under understa stand nd the the recall recall leve levell of Shirt Shirts. s. 4. To understan understand d the influenc influencee & the time time spent on tags tags by the the consumer. consumer. 5. To understa understand nd the influe influence nce of press press ad ad & communic communication ations. s. 6. Last but but not the least least study study is all all about studyi studying ng the usage usage & attitude attitude of the the consumers

Sample:

The sample for the survey includes suburbs of Mumbai: Western Borivli Dahisar Goregaon Kandivali Malad Dadar Mira road

Central Kalyan Dombvili Thane Bhandup Mulund Ghatkopar Vikhroli

Harbour Vashi Belapur Juhi nagar

Other places included were Bhayander, Churchgate station, Andheri, Santacruz & Khar. 30


Raymond Apparel Ltd

Sample Size

Our sample size was 200 respondents.

Target Respondents:

Age Group 23-35

Target Respondent Definition:

1. The focus focus is on this this group as they they represent represent the core core buyers. buyers. 2. Secondly Secondly they they are are the the target target custome customerr for the the brand. brand.

Source of Sample:

Preliminary Survey

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Raymond Apparel Ltd

KEY results………..

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Raymond Apparel Ltd

Q1. Which are the brands of shirts you have h ave heard of? BRAND Raymond, Park Avenue, Parx Van Heusen Arrow Louis Philippe Zodiac Allen Solly Others TOTAL

PERCENTAGE 19% 19% 18% 16% 10% 8% 10% 100%

RESPONSES 80 80 76 68 44 32 44 424

Other brands which people have heard of includes : Fcuk, Ck, Wills, Marks & Spencer, Black Berry, Turtle, Peirre Cardin, Armani, Wills lifestyle, Charag din, Tuscan verve, Provogue,lee cooper, mufti, , colour plus, Zamkudi, Urban Hill, British Micros, Element, Acronomous, Globus, R & C, Guess, Tamarind, Zara, Vettrio Fratini, Stop, Koutons, Westlife, Cotton County, Henry Hills, Lifeline, Louis Vitton, John millers, Crocodile, IndianTerrain, Selfridge. 33


Raymond Apparel Ltd

Q2. How many formal shirts do you have in your wardrobe?

RANGE 1–5 5 – 10 10 – 15 15 – 20 20 – 25 25 & Above TOTAL

PERCENTAGE 10% 20% 25% 22% 5% 18% 100

The above diagram shows the number of formal shirts being acquired by the target respondents for their daily activities.

It can be interpreted from above that an average respondent have more that 10 formal shirts which clearly shows the market for formal shirts and the growth of apparel industry in India.

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Raymond Apparel Ltd

Q3. What is your frequency of 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%

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.

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Raymond Apparel Ltd

Q4. How many shirts do you buy at a time?

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.

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Raymond Apparel Ltd

Q5. Do you purchase shirts on special occasions only?

Major part of candidates was in favour of random purchases of shirts rather than any special occasional purchases.

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Raymond Apparel Ltd

Q6 (A): Do you have shirts of any of the following brands? (B): How many of each?

a. Excalibur:

None

55%

1

25%

2

13%

3-5

4%

5 & more

3%

Total Responses

200

b. Peter England:

None

49%

1

23%

2

21%

3-5

3%

5 & more

4%

Total Responses

200

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Raymond Apparel Ltd

c. John player: d. Bellmonte

None

68%94%

1 1 2

1% 12% 1%

3-5 2 5 & more

3% 13% 1%

T 3-o5tal Responses

4% 200

5 & more

3%

Total Responses

200

e. Thomas Scott

None

92%

1

3%

2

2%

3-5

0%

5 & more

3%

Total Responses

200

f. Cambridge

None

41%

1

18%

2

10%

3-5

21%

5 & more

9%

Total Responses

200 39


Raymond Apparel Ltd

g. Oxemberg

None

80%

1

8%

2

5%

3-5

6%

5 & more

1%

Total Responses

200

40

Usage & Attitude study Raymond Apparel Ltd The above diagram shows the allocation of various brands of shirts in the consumer’s wardrobe. The most preferred brand by the respondents was Cambridge and the least preferred was Bellmont which shows there is a great market of the brand of Raymond’s i.e. Notting Hill as it from one of oldest & finest company of India.

Q7. Which of the following brands do you prefer most and why?

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Raymond Apparel Ltd

The above diagram shows the consumers preference towards various brands of shirts. The most used brand is Cambridge but the most preferred that was finded out is John Player.

Q8. For how long have you been using this (Respondent’s preferred) preferred) brand? 42


Raymond Apparel Ltd

The above diagram shows the Brand perception and the Brand Loyalty of the preferred brand of the consumer. Maximum consumer told that they are using their ideal brand from last one year. This clearly shows that there is no brand loyalty in the s egment, which gives opportunity for Notting hill to become successful by its launch.

Q9.What comes to your mind when you hear the following brand names? 43


Raymond Apparel Ltd

The below table distinguishes the brands in respect of their Quality, Comfort, Advertising, Price, Varieties, Fabric Quality, Fitting, Patterns, etc.

BRAND: EXCALIBUR FACTOR Quality Good feel Advertising/Logo Cost Average produt Variety Comfort Fabric Don’t know Others Total

PERCENTAGE 30% 15% 9% 8% 6% 5% 2% 2% 21% 2% 100%

RESPONSE 70 35 21 19 14 12 5 5 50 5 236

Other factors include style and gentleman feels.

BRAND: PETER ENGLAND FACTOR Price Honesty/AD--Campaign Honesty/AD--Campaign /

PERCENTAGE 18% 14%

RESPONSE 44 35

Brand Quality Formal shirts Classic feel

13% 8% 5%

32 20 12

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Raymond Apparel Ltd

Prestige British/U.k/England

5% 5%

12 12

Association Style Variety Durability Colors 0ffers Others Don’t know Total

5% 4% 3% 3% 2% 2% 13% 100%

12 10 7 7 5 5 32 245

FACTOR Brand ambassador / Hrithik /

PERCENTAGE 30%

RESPONSE 67

AD-campaign Style Expensive brand

15% 10%

34 22

Quality Classic feel Variety Fondness Fit The name ‘JOHN’ Don’t know Total

10% 10% 5% 3% 1% 1% 15% 100%

22 22 11 7 2 2 34 223

PERCENTAGE 21%

RESPONSE 54

6% 4% 4% 4% 4%

15 10 10 10 10

BRAND: JOHN PLAYERS

BRAND: BELLMONTE

FACTOR SRK /Brand ambassador/ AD-

campaign Good product Style Quality Expensive Unavailability New product Foreign association/Brand ‘LIGHT HOUSE’ (Name

3%

association) Average product Don’t know Total

8 3% 1%

8 3

1% 49% 100%

3 125 256

BRAND: THOMAS SCOTT

45

Usage & Attitude study FACTOR Average product Quality Foreign brand Style Colors Semi-casual No idea Total

Raymond Apparel Ltd PERCENTAGE 7% 7% 7% 4% 1% 1% 73% 100%

RESPONSE 14 14 14 8 2 2

146 200

BRAND: CAMBRIDGE

FACTOR Price Fabric Quality Cheap product Good product Old/aged people Comfort Average product Style Retail stores Bad quality Association with Cambridge

PERCENTAGE 20% 15% 14% 12% 6% 5% 5% 4% 4% 3% 1% 1%

RESPONSE 44 33 31 26 13 11 11 9 9 11 2 2

university/foreign association Don’t know Total

10%% 100%

20 220

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Raymond Apparel Ltd

BRAND: OXEMBERG

FACTOR Quality Good product Designs Fitting Unsuccessful product Comfort Fabric Average product Expensive Price Association with old, middle

PERCENTAGE 10% 9% 6% 6% 6% 6% 6% 6% 5% 5% 5%

RESPONSE 22 20 14 14 14 14 14 14 10 10 10

aged people. Advertising Factory seconds Don’t know TOTAL

3% 1% 29% 100%

6 2 64 222

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Raymond Apparel Ltd

Q10. Where do you usually shop?

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

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Raymond Apparel Ltd

Q11. Where do you prefer shopping?

From the last questioned it is learned that people usually shop from Multi brand outlet and their preferred destination is also same.

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Raymond Apparel Ltd

Q12.Why at multi brands outlet?

The above diagram shows that maximum consumers prefer shopping at MBO`S because MBO`S are the “One “ One stop shopping solution” where consumers get each and every brands with respect to Variety, Price, Quality, Convenience, etc under One Roof.

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Raymond Apparel Ltd

Q13. Do you shop at malls?

Seeing the emerging trend of malls it is learnt that 74% of people shop in malls

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Raymond Apparel Ltd

Q14. What do you look in a store where you shop?

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.

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Raymond Apparel Ltd

Q15.Which is the last ad that you have seen and you remember?

The other high recall advertisements were of the brands: Provogue, Charaugh Din, Arrow & Cambridge.

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Raymond Apparel Ltd

Q16.Which paper do you read?

Other prominent newspapers include The Hindu, Mumbai Smasher & mid-day.

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Raymond Apparel Ltd

Q17.Which magazines you read frequently?

Other popular magazines include JLT, Sports star, Parent plus, Auto car, Film fare & Discovery.

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Raymond Apparel Ltd

Q18.Which channels do you watch?

CHANNEL Star one CNBC NDTV ESPN SONY ZEE STAR Discovery MTV CHANNEL – V Star sports sports HBO CNN-IBN Aaj tak AXN Ten sports Travel & living Doordarshan Zoom Sab tv Others Total

PERCENTAGE 12% 10% 10% 8% 7% 6% 6% 5% 5% 5% 5% 4% 3% 3% 2% 2% 2% 1% 1% 1% 2% 100%

RESPONSE 44 36 36 30 24 22 22 18 18 18 18 14 12 10 8 8 8 4 4 4 8 358

Other popular channels include the History channel, National geographic, Zee cinema & Times now.

Q19.Which Programs do you watch usually?

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Raymond Apparel Ltd

TYPE OF PROGRAM Sitcoms News Sports Sports Reality Shows Comedy Shows Movies Songs Science / Travel /

PERCENTAGE 18% 17% 16% 10% 9% 6% 3% 1%

RESPONSE 44 42 38 24 22 14 8 2

Geography Any / No Specific Program None Total

11% 9% 100%

26 22 242

From the respondents it was found out that the popular programs in the categories mentioned above are: Sitcoms, Left right left, Friends, Apprentice, Baa ,baho aur baby. Comedy shows: Laughter Challenge

Idol, Sa re ga ma Reality shows: Indian Idol,

CHAPTER 8: OBSERVATIONS & RECOMMENDATIONS 96% of the dissatisfied customers don’t complain; they just stop buying. The best thing a company can do is to make it easy for the consumer to complain.

57

Usage & Attitude study Raymond Apparel Ltd Of the customers who register a complaint, between 54% - 70% will do business again with the organization if their complaint is resolved. This figure goes up to a staggering 95% if the customer feels that the complaint was resolved quickly. Customers who have complained to an organization and had their complaints satisfactorily resolved tell an average of 5 people about the good treatment that they received.

The slower the company is to respond, the more dissatisfaction may grow and lead to a negative word of mouth.

Marketing Communications:

Being a new launch, the main objectives of the Notting Hill brand should be to:

1. Inform Inform potent potential ial custom customers ers 2. Indu Induce ce prod produc uctt tri trial alss 3. Secure Secure dist distrib ributi ution on in reta retail il outlet outletss

For clothing and footwear the price-off promotions are the most popular. Priceoff (offering a discount on the regular price of purchase) and extra-product offer (offering an increased quantity of the product / service without an increase in the regular price) constituted 8% each of the promotional schemes for the period 1996 to 2003. Other popular promotions include premium offer, sweepstake, buy more and save, exchange offers, contests of skill, exchange offers etc.

Marketing Communications:

Being a new launch, the main objectives of the Notting Hill brand should be to: Inform potential customers Induce product trials Secure distribution in retail outlets 58


Raymond Apparel Ltd

Sales promotion can be undertaken to induce trials in the form of Contests & loyalty programs.

For clothing the price-off promotions are the most popular. Price-off (offering a discount on the regular price of purchase) and extra-product offer (offering an increased quantity of the product / service without an increase in the regular price). Other popular promotions include premium offer, sweepstake, buy more and save, exchange offers, contests of skill, exchange offers etc.

The traditional notion of ‘wearing anything that’s comfortable’ is passé and has been completely over-shadowed by branded threads, which may not always be high on comfort but are definitely high on attitude and quality.

"India is witnessing a boom in retail. Gone are the days of 'one size fits all' theory. The consumers' demands have become far more specific and customized...”Company’s should therefore focus on the needs of consumer.

Additional Recommendations: We suggest that the product should be extended to the Multi Brand outlets and Large Format store; as these are the Major focus areas of Consumer reach.

59

Usage & Attitude study Raymond Apparel Ltd As Notting As Notting Hill is Hill is an upcoming brand from Raymond Apparels the company should make some efforts to create a Value in mind of Consumers by using the image of Raymond Ltd. for its Uniqueness / Quality Product. Value that will bring in change in Attitudes / Brand perception of Consumers.

Extending its elements in various product lines uncovered such as Casuals/Club/Denim wear will increase its reach/value for all requirements.

Shop in shop tie-ups in Shopping malls, Mega retail outlets.

Notting hill can hill can take up a pace in market and can grow at a very speed, as the brand is what the consumers were waiting for. As During our survey we noticed that people say Park Avenue is a very good brand but its too costly so Notting Hill is what the consumer wanted. So this is the place where Notting Hill has a good market and can be a valuable asset for Raymond Apparel Ltd.

Brand awareness to be increased through print advertisements, Outdoor hoardings and Direct mailers etc.

TV advertisements for improving brand awareness.

To improve sales in Mega retail outlets, company should indulge in shop promotions & displays.

QUESTIONNAIRE 1. Which brands of shirts do you have in your wardrobe? ___________________________________________ _____________________ ____________________________________________ __________________________ ____

60

Usage & Attitude study 2. Which are the brands of shirts you have heard of?

Raymond Apparel Ltd

3. How many formal shirts do you have in your wardrobe?

4. What is your frequency of buying?

5. How many shirts do you buy at a time? ___________________________________________ _____________________ ____________________________________________ __________________________ ____

6. Do you purchase shirts on special occasions only? _________________________________________ ___________________ ____________________________________________ ___________________________ _____

7. Do you have shirts of any of the following brands? How many of each?

Excalibur Peter England John player Bellmont Thomas Scott Cambridge Oxemberg Other specify

8. Which of the above brands do you prefer most and why? __________________________________________ ____________________ ____________________________________________ __________________________ ____

9. For how long have you been using this brand? __________________________________________ ____________________ ____________________________________________ __________________________ ____

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Usage & Attitude study Raymond Apparel Ltd 10. What comes to your mind when you hear the following brand names? •

Excalibur

•

Peter England

•

John player

•

Bellmont

•

Thomas Scott

•

Cambridge

•

Oxemberg

•

Other specify

11. What do you look for when buying buying a shirt? (Rate the following 1 to 5, 1 being the most important and 5 being the least important)

•

Styling

•

Quality

•

Durability

•

Variety

•

Price

•

Shades available

•

Detailing

•

Availability

•

Advertising

•

Sales Promotion

•

Comfort

•

Shopping Experience

•

Fabric

Any other specify_____________ specify_____________

12. Where do you usually shop? __________________________________________ ____________________ ____________________________________________ ______________________

13. Where do you prefer shopping? Why?

62

Usage & Attitude study Raymond Apparel Ltd a) Exclusive Brand Outlets – Eg.Excalibur. /John players /Planet Fashion b) Multi brand outlets-E.g. Small shops where all brands are availableOptions and Amarson’s c) Large Format Stores- E.g. Shopper’s stop/Life Style/Globus

14. What do you look in a store where you shop?

•

Shop Ambience

•

Courteous and helpful sales staff

•

Trial Rooms

•

Parking

•

Proximity from home

•

Variety

•

Prices offered

Any other specify_________________ specify_________________

15. Does your shopping get influenced by malls if yes the reason? ___________________________________________ _____________________ ____________________________________________ __________________________ ____

16.Which malls you, prefer the most and why? ___________________________________________ _____________________ ____________________________________________ __________________________ ____

17. Which is the last shirt ad you have seen and you remember? ___________________________________________ _____________________ ____________________________________________ __________________________ ____

18. Which paper do you read? ___________________________________________ _____________________ ____________________________________________ __________________________ ____

19. Which magazines you read frequently? _________________________________________________________ 20. Which channels do you watch? _________________________________________________________ 63

Usage & Attitude study 21. Which programs do you watch usually?

Raymond Apparel Ltd

_________________________________________________________

DETAILS: NAME: _____________________ _________________________________________ ____________________ AGE: ___________ OCCUPATION: _____________________ __________________________________ _____________ DESIGNATION: ____________________ _________________________________ _____________ ADDRESS (area only):_____________________________ only):_____________________________

Webliography •

raymondindia.com 64

Usage & Attitude study •

google.com

•

markeresearch.com

Raymond Apparel Ltd

Bibliography •

Cygnus research Monitor

•

Cmie Database

•

Marketing Management-Philip Kotler South Asian Edition

•

It Happened In India- Kishor Biyani & Dipayan Baishya

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Usage and Attitude Study of Consumer for Raymond Apparel Ltd.

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