VSPMAHE’sCENTRAL INSTITUTE OF BUSINESS MANAGEMENT

RESEARCH & DEVELOPMENT, NAGPUR(Approved by AICTE, Affiliated to RTMNU, Member of UNAI)

Name of Student: Ms .Devyani Kalbande

Enrollment No.: 2010016600592895

Name of Academic Guide :Dr.Sukhbir Kaur

BRAND EVALUATION & CUSTOMER SASTISFACTION MEASUREMENT

Marketing ManagementDuration of SIP: 45days

Introduction of the SIP and Profile

Organization Profile• Name of Organization: Indian Market Research

Bureau International

• Type of Organization: Marketing Research company

• Year of Establishment:1970

• Name of Industry Guide: Mr. Harish Golsulwar, Field Investigator

Internship Profile of the student

Research • Target group: • Men• 25-55 years of age • Belonging to SEC A/B• Decision maker of clothes/apparels worn by

Men.• At least once during the Non sale period• Should have purchased more than INR 5000 on

branded clothing in last 12 months.

Unaided awarenessTom of the mind awareness for fabric &

readymade garments.

Spontaneous communication recall

Readymade garments Fabric garments

•Which brands of branded fabrics & readymade garments of trousers and shirting, have you seen advertisements on TV recently?

Total brand communication

Fabric garments Readymade garments

•Which brand have you seen in adv on TV or heard on word of mouth and on show/events ,where else have you remembered it?

Brand imagery•Which brands would you associated with this fabrics & readymade garments from different sources included- International quality Premium brand Good quality Brand I trust

Main Findings

Branded readymade and fabric garments

Unaided awareness Spontaneous comm. Recall

Brand imagery Total brand communication

Trousers Shirts Trousers Shirts Trousers Shirts Trousers Shirts

Raymond Vimal Raymond Raymond Siyaram Arrow Siyaram Tommy Hilfiger

Indian terrain

Indian terrain

Levis Blackberry Raymond Raymond Vimal Arrow

Blackbe-rry

Peter England

Park Avenue

Peter England

Louis Philips

Peter England

Raymond Park Avenue

Learning during the SIP

• About various apparel brands in the market• Interacting & convincing people• People psyche in identifying & preferring

brands• Brand positioning techniques• Planning for field work

Conclusions

• Garment industry has seen a significant change over the last decade from fabric to readymade usage

• It takes considerable amount of time to build customer confidence

• Customer’s trust is most important.