mba09_mt1final_dipanjan

MANAGEMENT THESIS - I

“RETAIL FORMATS FOR MEN’S READYMADE APPAREL IN BURDWAN: A STUDY OF

CONSUMER PREFERENCES AND CUSTOMER SATISFACTION”

Submitted By:

DIPANJAN SEN

Enrollment No: 7NBBU018

INC BURDWAN

Submitted To:

NILOY KUMAR BHATTACHERJEE

(FACULTY SUPERVISOR)

1. COVER PAGE

2. TITLE PAGE

3. DECLARATION

4. ACKNOWLEDGEMENTS

5. CERTIFICATE

6. INTRODUCTION

A.RETAIL IN INDIA

B.READYMADE GARMENTS: MARKET

CHARECTERISTICS

C.CONSUMER BUYING BEHAVIOUR

7. OBJECTIVE OF THE STUDY

8. METHODOLOGY

9. LIMITATION

10. REVIEW OF LITERATURE

11. EMPIRICAL ANALYSIS

12. FINDINGS &SUGGESTIONS

13. CONCLUSION

14. APPENDICES

15. REFERENCE

DECLARATION

I hereby declare that this project work entitled “RETAIL FORMATS FOR MEN’S

READYMADE APPAREL IN BURDWAN: A STUDY OF CONSUMER PREFERENCES

AND CUSTOMER SATISFACTION” is my work, carried out under the guidance of my

Faculty Supervisor Mr. Niloy Kumar Bhattacherjee. This report neither in full nor in

part has ever been submitted for award of any other degree of either this university or

any other university.

Dipanjan Sen.

Enrollment Number- 7NBBU018

MBA (2007-09)

ACKNOWLEDGEMENTS

It is privilege to express gratitude to my mentor, my respected faculty member and mentor Mr. Niloy Kumar Bhattacherjee, without whose support, encouragement and guidance this Management Thesis would not have been possible to prepare.

It gives me immense pleasure to present this project report to “ICFAI NATIONAL COLLEGE”. As I have made special efforts to this project to cover each and every aspect of “Management Thesis”.

I also thank my friends for their constant support encouragement, cooperation and valuable suggestion throughout the progress of project.

Above all I thank to my family for their support and encouragement, which has always been a source of inspiration.

I am also grateful to the faculty members of the ICFAI NATIONAL COLLEGE whose guidance & teachings have enabled me to understand the concept of making a project.

Place: Burdwan ………………………… Date: Dipanjan Sen.

Certificate

This is to certify that the Management Thesis

titled “Retail Formats for Men’s

Readymade Apparel in Burdwan: A Study

of Consumer Preferences and Customer

Preferences and Customer Satisfaction”

Submitted by Dipanjan Sen. Enrollment No.

– 7NBBUO18 during Semester-III of the

MBA Program (Class of 2009) embodies

original work done by him.

Signature of the

Faculty Supervisor

(Niloy Kumar

Bhattacherjee)

Facult

y Member

INC Burdwan

INTRODUCTION

My Management Thesis 1 is focused on “Retail Formats for Men’s Readymade Apparel

in Burdwan: A Study of Consumer Preferences and Customer Satisfaction”.

Burdwan is a growing town. Organized retail has developed rapidly in Burdwan. The Big

Bazaar in Burdwan is one of the largest in eastern India. Many other large companies

are also setting up their offices in the town. Several new lines of products have also

made their entry in recent years.

People in Burdwan have, simultaneously, become more fashion conscious. Many

branded apparel lines have arrived in town through exclusive outlets and other retail

arrangements. In some areas and some consumer segments, the demand patterns are

still very conservative. But, in general, the fashion preferences of customers are

changing with a change in lifestyles.

Therefore, there is now new space for organized retailers operating in the men’s fashion

segment. There is an emergence of private label brands where the profit margins are

perceived to be higher even though price levels are generally lower.

It was felt, therefore, that a very extensive study of this men’s fashion phenomenon in

Burdwan was necessary. Hence the present exercise was taken up.

A. RETAIL IN INDIA:

Retailing in India is growing at the rate of about 18-20 per cent per annum. As part

of its strategy to gradually open it up to foreign competition, the government is also

in the process of increasing foreign direct investment in the retail sector. At the

same time, the urban consumer is becoming more discerning and demanding as far

as the lifestyle is concerned. Urban Indian household income and purchasing power

are also on the rise. Under such circumstances, the success of organized retailing

in India mainly depends on delivery of services through quality improvements. In

service organizations, customer-perceived service quality is considered as one of

the key determinants of business performance. So far, in the Indian context, there is

a dearth of tested instruments which can measure customer-perceived service

quality of a retail store. At the same time, instruments developed in other countries

have not been tested for their applicability in the Indian retail industry.

The retail sector in India is highly fragmented and organized retail in the country is

at a very nascent stage. There are about 12 million retail outlets spread across

India, earning it the epithet of a “nation of shopkeepers” More than 80% of these 12

million outlets are run by small family businesses which use only household labour.

Traditionally, small store (kirana) retailing has been one of the easiest ways to

generate self-employment, as it requires limited investment in land, capital and

labour. Consequently, India has one of the highest retail densities in the world at

6% (12 million retail shops for about 209 million households).India’s peers, such as

China and Brazil, took 10-15 years to raise the share of their organized retail

sectors from 5% when they began, to 20% and 38% respectively. India too is

moving towards growth and maturity in the retail sector at a fast pace.

MARKET OVERVIEW

FUTURE OF RETAIL :

1. Domestic Apparels Market will grow at Compounded Annual Growth Rate 10-

12%

2. Brands will outperform the growth rate of overall industry due to shift from

unbranded to branded garments

3. Multi Brand Outlet’s across the country will be important growth drivers, and

would play important role in semi-urban and rural markets

4. Organized retail share to grow to 30% in the next 5 years

STRATEGIES IN RETAIL :

1. Roll out various formats like Exclusive Brand Outlet’s, specialty and large format

stores

2. To increase sales per square foot

3. To induct proper inventory management systems to achieve 4 inventory turns a

year

4. Events and promotions at the store to increase footfalls and ensure conversions

REASONS FOR BOOM :

DEMAND DRIVERS

• Rise in disposable income - burgeoning middle class

• Fashion consciousness; etiquette, aesthetic appeal

• Influence of western styles - media driven

• Export markets : Western countries looking to developing countries to source cheaper products

B.READYMADE GARMENTS: MARKET

CHARACTERISTICS

KEY SUCCESS FACTORS

• Branding & sub branding

• Offering variety : current trends and patterns

• Coping with change in fashion quickly

• Quality standards - in material, stitching, cuts

• Moving up the value-chain - ensuring better returns

• Export market - Sticking to delivery schedules, honoring quality and quantity

commitments, ability to interpret fashion changes

MARKET CHARACTERISTICS

• Highly dynamic - designs changing frequently; Increasing competition in the

branded segment

• Brand consciousness catching on-focus on quality, finish; price secondary a

factor

• Some major players target different customer segments within the same product

line with different product offerings. For e.g., Arvind Mills has positioned its

denims “Lee” at Premium casuals, “Flying Machine” at upper -end casuals and

“Newport” as a value-for-money brand

• Active Trade Channel - 4 types of channels used: Franchises or exclusive stores

(Benetton)/ (Arvind Mills); Outright Sales to retailers (Louis Philippe); Company-

owned stores (Color plus); Normal 3 - tier chain through stockiest, distributors,

retailers (Louis Philippe). Some players opt for multiple channels also (Louis

Philippe, Color plus)

• Significant expenditure on marketing / brand building only for branded segment

• Local manufacturers have tied-up with foreign brands (Arvind Mills sells denims

under ‘Lee’ label and “Arrow” shirts for Clue Peabody & Co., US; DCM supplies

under ‘Benetton’)

APPAREL MARKET

READYMADE GARMENTS: FUTURE

BUSINESS CONCERNS

• In garment exports, lower prices realization due to intense competition -

Pakistan a major force, has similar competitive edge in cost structure

• Environmental issues : Ban on certain dyes and fabrics such as rayon and

insistence on usage of vegetable dyes have impacted exports

• Raw material prices: Fluctuation in cotton prices (a commodity product) has

affected cost structures

Future

• The future for blended garments appears to be bright at around 9% annually.

Cotton garments growth to stagnate. WTO implications could positively impact industry

in the long run

Category, Range, and Some Brands:

Category Range Some Brands

Formal Wear Suits, Trousers, Shirts,

Jackets Blazers,

Neckties…...

Allen Solly, Arrow,

Cambridge, Color plus, Louis

Philippe, Peter England,

Park Avenue, Reid & Taylor,

San Frisco, Van Heusen

Casual Wear Shirts, Trousers, Jeans, Tee

Shirts Shorts

Lee, Flying Machines, Parx,

Weekender, Wear-house,

Benetton

Kids wear Shirts, Shorts, Frocks, Skirts,

Jeans….

Lee, Ruff ‘n’ Tuff, Wear-

house, Weekender

Under garments

Knitwear

Vests, Briefs, T-Shirts, etc. Byford, Crocodile, Jockey,

Park Avenue, Tantex,

VIP, Jockey.

Player & their Brands:

Players Major Brands

Arvind Mills Unit: Bangalore Casuals: Lee, Flying Machine, Newport,

Ruff 'n' Tuff, Ruggers.

Shirts: Arrow, Excalibur

Madura Coats, Bangalore Shirts: Allen Solly, Louis Philippe, Peter

England, Van Heusen; Trousers: San

Frisco;

T- Shirts & Socks – Byford, Elements

J K Synthetics Park Avenue range of shirts, Trousers, T-

Shirts, Under garments, Belts, etc. Parx

range of casuals

C. CONSUMER BUYING BEHAVIOR

Understanding the buying behavior of the target market is the essential task of

marketing management under marketing concept. The consumer market consists

of all the individuals and households who buy or acquire goods and services for

personal consumptions. The buying behavior tries to find out the answers for the

questions………

1) Who buys?

2) How do they buy?

3) Where do they buy?

4) Do they buy?

I. FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR

There are four major factors that influence the buying behavior such as cultural

factors, social factors, personal factors, and psychological factors.

a) CULTURAL FACTORS: Culture is the most fundamental determinant of a

person’s wants and behavior. Values, perceptions, preferences, and behavior

are the main variables under culture of an individual. Each culture contains sub-

cultures like nationality, religious group, geographical area, and linguistic

divisions etc.

b) SOCIAL FACTORS: A consumer’s behaviour is also influenced by social

factors such as the consumer reference group family and social roles and

status.

c) PERSONAL FACTORS: A buyer’s decision is also influenced by his or

personal characteristics, notably the buyers age, lifestyle, occupation,

economic circumstances etc.

d) PSYCHOLOGICAL FACTORS: A person’s buying choices are also influenced

by four major psychological factors such as motivation, perception, learning,

belief and attitudes.

II. BUYING DECISION PROCESS

It includes buying roles, types of buying and steps in buying process

A) BUYING ROLE

The buying role could be classified into four parts. These are initiator, influencer,

decider and buyer.

B) TYPES OF BUYING BEHAVIOUR

Consumer decision taking varies with the type of buying decision. There are four

types buying behavior such as Complex buying behavior, Habitual buying

behavior, Variety seeking buying behavior.

c) STAGES IN BUYING DECISION PROCESS

Here are five stages in buying decision process namely problem recognition

search, evaluation of alternatives, purchase decision and post purchase

behavior.

1. NEED RECOGNITION

The buying process starts with the buyer’s recognition of a problem of need. The

buyer senses a difference between his actual state and desired state.

2. INFORMATION SEARCH

There are different sources from where a consumer can gather information like

personal sources commercial sources, experimental sources.

3. EVALUATION OF ALTERNATIVES

After gathering information about different products the customer will be in a fuss

as to which product to choose among the main alternatives. Consumer usually

evaluates the alternatives on traditional basis, on the basis of utility function etc.

from the many alternative consumers at last choose the best one for him.

4. PURCHASE DECISION

A consumer who decides to execute purchase intention will be making up to five

purchase decisions.

5. POST PURCHASE BEHAVIOUR

After purchasing the product and services the consumer will experience some

level of satisfaction or dissatisfaction with the product and services that will

influence subsequent behavior. If consumer is satisfied he may show the

probability of buying the product the next time, satisfied customer will say good

thing about the product, proving the statement that "satisfied customer is the best

advertisement”. The dissatisfied customer may take some action against it. They

may try to reduce the dissonance by abandoning or returning the product.

Understanding consumer needs and buying process is the foundation of any

company. By understanding how buyers go through problem recognition,

information search evaluation of alternatives, the purchase decision and post

purchase behavior, marketers can pick up many clues as to how to meet buyers’

need.

OBJECTIVES

The main objectives of this study are to:

Explore the changing mindset among the average male consumer in Burdwan.

Understand the dimensions of the impact of emergence of new product lines and

new retail formats in men’s apparel on the minds of consumers.

Investigate the structure of reference groups, influencers and early adapters.

Identify the dynamics of loyalty to older formats or shift to newer retail formats in

terms of effectiveness of marketing and promotion efforts and eventual share of

consumers’ wallet.

RESEARCH METHODLOGY

To achieve the above objectives, I plan to adopt the following methodology to collect the

necessary information for the project report.

A. Research Design

My research is primarily exploratory in nature. However, for the purpose of deciding

switching behaviour and effectiveness of marketing strategy in specific conditions,

suitable hypothesis may be tested.

B. Sampling Plan & Survey Method

I will follow a definite plan for obtaining a sample from the given population. It depends

on the systematic sampling procedure for retail outlets and urban households.

I plan to sample every 15th household in the reasonably well-off localities and every 10 th

household in the identifiably better-off localities in Burdwan. I intend to interview the

heads of each household regarding their product and retail format awareness and/or

consequent responses to marketers.

I will also interview the managers/floor managers or proprietors in select medium and

large apparel retail outlets.

Sampling Plan B

As an alternative plan or fall-back option, I intend to identify relevant socio-economic

clusters of households based primarily on information about vocation or profession from

the Burdwan telephone directory.

Thereafter I intend to interview telephonically the heads of each household regarding their product and retail format awareness and/or consequent responses to marketers.

LIMITATIONS:

Demographic Limitations: Covering all possible segments of consumers e.g.

those based on income, gender, age, occupations etc. may not be possible.

Geographical Limitations: The sample size is limited to the respondents in

Burdwan.

Response Errors and Survey Design: I was aware that there existed a possibility of

not always getting accurate information from the surveyed respondents due to

reasons e.g. their bias against surveys and consequent refusal to co-operate.

Due to recurrent error, random sampling strategy had to be discarded and

purposive sampling had to be resorted to. As such, inference was based on non-

parametric testing.

Time Limitations: The time period of the survey is limited to less than a semester,

that too with regular classes running.

Size Restrictions: Consequent to all the above, a large sample survey becomes

impossible.

“LITERATURE REVIEW”

Retailing involves the selling of goods and services to the final consumer. Retailers serve as middlemen or intermediaries between the consumption and production levels in the marketing channel of distribution. They are often categorized as goods or services retailers. The goods retailers sell products such as apparel and provide appropriate complimentary services (e.g., alterations, gift wrap). The services retailer sells service such as hair styling, insurance, and medical care & provides the complimentary goods that might be sold or given in support of services.

Over the years, retailing has changed to reflect the varying needs of consumers. Most often retailers are categorized by their product strategy (i.e. merchandising assortment) and pricing strategies

In an early conceptual article, Kotler, (1973) develops a systematic exposition of “atmosphere” as a buying influence. Kotler explores the notion that one of the most significant features of the total product is the place where it is bought or consumed. “The atmosphere of the place is more influential than the product itself in the purchase decision"

Kotler, (1973, p. 48). The term atmospherics is defined in Kotler, (1973) as the effort to design buying environments to produce specific emotional effects in the buyer that enhance his/her purchase probability. Atmosphere is experienced through the senses, primarily sight, sound, scent, and touch.

Bitner used the term services capes to describe the idea of “atmospherics” in a service setting. Services capes also add the notion of the service personnel to physical setting (Bitner, 1992). Bitner elaborates on the neglect of the services cape as follows: “The effect of the atmospherics, or physical design and décor elements, on customers and workers is recognised by managers and mentioned in virtually all marketing, retailing, and organisational behaviour texts.

Yet, particularly in marketing, there is a surprising lack of empirical research or theoretically based frameworks addressing the role of physical surroundings in consumption settings. The services cape is describe as covering such elements as physical layout of the service facility, ambience, background music and that the services cape can also affect customer’s impressions of and satisfaction with service” (Lovelock, Patterson and Walker, 2001).

Service quality or desired expectations are defined as a blend of what the customer believes can be and should be (Zeithaml and Bitner 1996). Service quality can be measured by the level of discrepancy between consumer expectations or desire and their perceptions of what they received as described by the SERVQUAL scale (Carman, J.M. 1990). Customer satisfaction occurs when the value and customer service provided through a retailing experience meet or exceed consumer expectations. If the expectations of value and customer service are not met, the consumer will be dissatisfied.

Unfortunately for retailers, most consumers do not complain when dissatisfied, they just shop elsewhere (Jackson, 1999). Retailers should always keep in mind that customer

expectations move continuously upward and that only satisfied customers are likely to remain loyal in the long run.

A retailer, typically, is someone who does not effect any significant change in the product execs breaking the bulk. He/ She is also the final stock point who makes products or services available to the consumer whenever require. Hence, the value proposition a retailer offers to a consumer is easy availabilities of the desired product in the desired sizes at the desired times.

In the developed countries, the retail industry has developed into a full-fledged industry where more than three-fourths of the total retail trade is done by the organized sector. Huge retail chains like Wal-Mart, Carr four Group, Sears, K-Mart, McDonalds, etc. have now replaced the individual small stores. Large retail formats, with high quality ambiance and courteous, and well-trained sales staff are regular features of these retailers.

Men’s apparel industry will increase at a CAGR of 14.86% during the two-year period from 2008 to 2010.

The demand for ready-made garments in rural India will surge at a CAGR of 16.50% to reach Rs. 42918 Crore by 2010.

Increasing at a CAGR of 24%, branded apparel industry for men will cross Rs. 25,000 Crore by 2010.

Per capita GDP spending on apparel increased to 5.8% in 2006 from 4.9% in 2003.

In 2007, men’s apparel industry was mainly dominated by shirts (in value terms) accounting for 36.5% of total men’s segment.

The Indian fashion industry is expected to rise at a stupendous pace of 22.67% through 2012 from 2007.

The Indian women apparel market has undergone a transformational phase over the past few years - growing number of working women, changing fashion trends, rising level of information and media exposure, and entry of large number of foreign brands

have given the industry a new dimension. As a result, various industry majors operating in men apparel segment have now started to diversify themselves into women wear in order to exploit the highly lucrative market that was estimated at more than Rs. 37,000 Crore in 2007. The market, in the past five years, posted a growth rate of good 14%. And with the growing presence of organized retail and rapidly spreading mall culture, the industry is all set to grow further in future, according to "Women Wear Market Forecast to 2010”, a research report by RNCOS

Increasing at a CAGR of over 17%, women apparel market is expected to cross Rs. 61,000 Crore by 2010.Branded women apparel market is projected to rise at a rate close to 25% and surpass Rs. 18,000 Crore by 2010.Premium segment apparel is forecasted to account for close to 20% of total women apparel market by 2010.Western wear, along with lingerie, will emerge as the fastest growing segment.Organized players are expected to account for over 40% lingerie market by 2009.Demand for textile and apparel machinery is anticipated to increase at more than 100% till 2011.Demand for ready-made garments in rural market is projected to hit a CAGR of around 16.50% by 2010.

EMPIRICAL ANALYSIS

This section contains a detailed analysis of the data collected during the primary survey conducted for the study.

It was observed that there are clear distinctions in the garment type preferences of

different age groups. It was found that age 31-40 & above 40 is preferred shirts and

trousers which is following in Table-1 and in Figure-1

Table-1: Preference of different types of garments among different age groups

Different types of age groups.

<20 years

20-30 years

31-40 years

above 40 yrs

Types of different garments

Shirts 32 39 40 40T-Shirts 22 18 13 4Trouser

s 38 37 40 40Cargo 25 11 5 1

Figure-1: Preference of different types of garments among different age groups

It was observed that there are clear distinctions in the different income group and their

preferences of price range of shirt. It was found that <10000 income group preferred

<Rs.295 shirt and >50000 income group preferred >Rs. 695 shirt. Which is following in

Table: 2 and in Figure: 2.

Table-2: different income groups buying range of shirt

Figure-2: different income groups buying range of shirt


preferences of price range of shirt. It was found that income group 20001-300000 &

30001-50000 there buying range of trousers is Rs.795-995. Which is following in Table:

3 & in Figure: 3.

Price range of shirt

Different income group

<Rs 295 Rs 295-RS 495 RS 595-695 >Rs-695<10000 36 14 5 2

10001-20000 24 21 19 620001-30000 21 4 20 1230001-50000 18 15 29 23

>50000 2 11 32 38

Table-3: different income groups buying range of trousers

Price range of trousers

Different incomegroup

>495 >595 795-995<10000 35 29 12

10001-20000 28 32 1920001-30000 24 37 3930001-50000 28 27 40

>50000 15 25 38

Figure-3: different income groups buying range of trousers


preferences of price range of shirt. It was found that maximum age group preferred

price &quality. Which is following in Table: 4 & in Figure: 4.

Table-4: different age groups preferences about features of choice

Different age group

Featuresof

choice

<20yrs 20-30yrs 31-40yrs >40yrscolor 25 38 39 39style 36 31 27 22

design 34 37 36 29price 38 39 39 40

quality 33 35 38 39brand 25 37 26 21

Figure-4: different age groups preferences about features of choice


preferences of price range of shirt. It was found that pvt. Employee & student their

weekend choice is informal dress and self employee their choice is semi-formals. Which

is following in Table: 5 & in Figure: 5.

Table-5: different occupation groups weekend preferences of garments

Choice of garments

Different occupationgroup

semi formals informal

club/lounge wear formal

student 23 37 11 1Govt. service 21 23 21 17

Pvt. employee 32 39 24 13

self employed 37 36 29 3

retired 31 12 3 31

Figure-5: different occupation groups weekend preferences of garments


preferences of price range of shirt. It was found that in weekend income group <10000

preferred informal dress & >50000, their choice club/lounge wear. Which is following in

Table: 6 & in Figure: 6.

Table-6: different income group’s weekend preferences about garments

Choice of garments

Income group

semi formal informalclub/lounge

wear formal<10000 24 38 11 30

10001-20000 29 35 17 3220001-30000 21 27 20 2530001-50000 34 29 35 37

>50000 30 36 37 20

Figure-6: different income group’s weekend preferences about garments


preferences of price range of shirt. It was found that maximum income group preferred

color, price, & quality. Which is following in Table: 7 & in Figure: 7.

Table-7: different income group’s preferences about features of choice

Income group

Features of choice

<10000 10001-20000 20001-3000030001-50000 >50000

color 25 38 39 39 37style 36 31 37 22 35

design 25 34 36 29 26price 38 39 39 34 32

quality 27 35 37 39 38brand 20 25 36 37 39

Figure-7: different income group’s preferences about features of choice

CONCLUSION

1. It was observed that there are clear distinctions in the garment type preferences

of different age groups. It was found that age 31-40 & above 40 is preferred

shirts and trousers which is following in Table-1 and in Figure-1

2. It was observed that there are clear distinctions in the different income group and

their preferences of price range of shirt. It was found that <10000 income group

preferred <Rs.295 shirt and >50000 income group preferred >Rs. 695 shirt.

Which is following in Table: 2 and in Figure: 2.


their preferences of price range of shirt. It was found that income group 20001-

300000 & 30001-50000 there buying range of trousers is Rs.795-995. Which is

following in Table: 3 & in Figure: 3.


their preferences of price range of shirt. It was found that maximum age group

preferred price &quality. Which is following in Table: 4 & in Figure: 4.


their preferences of price range of shirt. It was found that pvt. Employee &

student their weekend choice is informal dress and self employee their choice is

semi-formals. Which is following in Table: 5 & in Figure: 5.


their preferences of price range of shirt. It was found that in weekend income

group <10000 preferred informal dress & >50000, their choice club/lounge wear.

Which is following in Table: 6 & in Figure: 6.

7. It was observed that there are clear distinctions in the different income group and their preferences of price range of shirt. It was found that maximum income group preferred color, price, & quality. Which is following in Table: 7 & in Figure: 7.

APPENDICES

QUESTIONNAIRE

Q1.Name-…………………………………………………………………………….

Q2.Age- (a)below 20 years (b)20-30 years (c)31-40 years (d)above 40 years

Q3.Household income in Rs.(per month)-(a)Less than 10,000 (b)10,001-20,000 (c)20,001-30,000 (d)30,001-50,000 (e)More than 50,000

Q4.Occupation-(a) Student (b) Govt. Service (c) Pvt. Employee (d) Self-employed (e)Retired

Q5.Would you like to purchase readymade garments?

(a)Yes (b) No

Q6. What is the/your general purchase of informal apparels?

□Shirts □T-shirts □Trousers □Cargos

Q7. What apparels do you generally prefer wearing on weekends?

□Semi-formals □Informal □Club/Lounge Wear □Formal

Q8. What feature do you look for while purchasing apparels?

□Color □Style □Design □Price □Quality □Brand

Q9. What price range would you prefer for your shirt?

□Rs 295 □Rs 295-Rs 495 □Rs 595 □Rs 595 and upwards

Q10. What price range would you prefer for your trousers?

□Rs 495 and upwards □Rs 595 and upwards □Rs 795- Rs 995

Q11. Can you please kindly suggest the best price range for the trouser or shirt you purchased today?

Q12. For purchasing clothes what kind of retail outlet do you prefer (mark out of 100)?

REFERENCES

To complete my ‘Interim Thesis’, I took the help from following book & web sites.

“Booming men’s apparel market in India” - just-style.com

Consumer Behaviour. ICFAI University Press.

Case Studies on Consumer Behaviour. ICFAI University Press.

Case Studies on Retail Management. ICFAI University Press.

Carman, J.M. (1990) Consumer Perceptions of Service Quality: An Assessment

of the SERVQUAL Dimensions. Journal of Retailing, Vol 66, spring, pp 33-55.

Kotler, Philip. (1973) Atmospherics as a Marketing Tool. Journal of Retailing. Vol.

49 (4), 48-64.

Lovelock, Christopher H., Patterson, Paul G., and Walker, Rhett H. (2001)

Services Marketing-an Asia-Pacific Perspective, 2nd edition. Pearson Education

Australia Pty Limited.

Marketing Management: - ‘Philip Kotler’

Parasuraman, A., Valerie A. Zeithaml and Leonard L. Berry. (1985). A

Conceptual Model of Service Quality and Its Implications for Further Research.

Journal of Marketing 49(4), 41-50.

Parasuraman, A., Valerie A. Zeithaml and Leonard L. Berry. (1991).

Understanding Customer Expectation of Service. Sloan Management Review

(Spring), pp39-48

Retail Management. ICFAI University Press.

http://www.wb.nic.in/dist/burdwan.html

www.google.com

The above list is expected to be populated with more (relevant) entities as the project

progresses.

.

http://www.google.com/

http://www.wb.nic.in/dist/burdwan.html

mba09_mt1final_dipanjan

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