3. INTRODUCTION
It is said that in the last ten years the fashion industry in India has moved
from a very nascent stage to a full fledged booming industry. The value of
the apparel market in India is estimated at around ` 20, 000 crore. The
branded apparel market's size is ` 5, 000 crore which is a quarter of the total
share. The apparel market is India is categorized into branded and non
branded. The Top Apparel Brands in India are Madura Garments, Arvind
Mills, Provogue Zodiac Clothing, and Raymonds. Apart from these brands
India over the years has given birth to some of the finest designers who
have become famous brands not only in the country but in the world. The
introduction of a number of designers in the fashion industry has given a
further boost to the Indian fashion industry. According to recent research
conducted by the (FDCI)Fashion Design Council of India apparels created by
designers in India is going to play a major role in the growth of the apparel
industry in the next few years. Currently the Indian fashion designer
industry stands at ` 180 crore and is expected to grow to ` 1, 000 crore
within the next decade.
4.
5. Research Methodology
Research is the systematic investigation into existing or
new knowledge. It is used to establish or confirm facts,
solve new or existing problems, support theorems, or
develop new theories.
Type of research
Descriptive vs. Analytical
Applied vs. Fundamental
Quantitative vs. Qualitative
Conceptual vs. Empirical
6. My research is of analytical type because here in this report I
am trying to analyze the perception of consumer on brand
awareness.
In my research I have collected the Primary data through
Questionnaires.
SAMPLE SIZE – 15
The type of sampling technique used in my research is
CONVINIENCE SAMPLING.
7. Objectives of the study
The purpose of this research is to explore the decision-making
process of young urban Indian consumers,
•To understand what is important to young Indian consumers
when purchasing apparel,
•To explore their experiences with apparel brands,
•To investigate their perceptions of foreign apparel brands, and
•To examine their use of branded apparel in the expression of the
self.
8. DATA ANYLAYSIS
What is the first company that comes in your mind when you think about
branded clothes?
Levi’s Lee Total
13 2 15
Lee
Levi’s
0 5 10 15
Interpretation: In the above diagram Levi’s is more popular than any other brand,
it stuck in people’s mind and where lee holds 2nd position.
9. Continue……
Rank the attribute which is most important for you when you choose a product ?
Quality Ranked 1st
Brand image Ranked 2nd
Interpretation: Out of 15 people survey, people gave rank 1st to quality
where brand image holds 2nd rank.
. What are the sources of product brand information?
family TV adds Peers website Others Total
0 12 3 0 0 15
Others
website
Peers
TV adds
family
0 2 4 6 8 10 12
Interpretation: In the above diagram out of 15 people survey they get information
through TV. Advertisements and others get by peers.
10. CONCLUSION
BRAND enhances the personality of a person. In Jaipur, people associate brand with
the quality of product,
style and its design. In return, they expect the branded product to provide them
recognition, satisfaction and value for the money invested. Survey depicts that
there is a relationship between the consumer’s income and the satisfaction derived
from a purchased product.
People are price sensitive and the final selection
or rejection of the good depends on price/budget of the buyer.
comfort and brand image are key motivators for purchasing branded garments.
From the brand aware people,
•Quality is the biggest influencer for decisions on purchasing.
11. Hypothesis based on research objectives the following research hypotheses
are formulated:
1. Null Hypothesis: - The null hypothesis typically corresponds to a general or
default position. Null hypothesis can never be proven. A set of data can
only reject a null hypothesis or fail to reject it.H
Alternative Hypothesis- The hypothesis which is accepted when the null
hypothesis has been rejected is called the alternative hypothesis. It is denoted
by H1
•Hypothesis (H1): customers are not satisfied with brand quality.
•Hypothesis (H2): - the customers do not think that with increase in income,
people become more brand conscious.
•Hypothesis (H3): - The customers are not satisfied with the prices of the
branded products.
•Hypothesis (H4): - Quality and peers does not affect buying behavior of a
customer.
•Hypothesis (H5): - Brand image does not force any customer to buy that
particular brand.
