UNIT-1
INTRODUCTION
A study on brand awareness and customer purchase pattern
Table of contents
Chapter Contents Page no.
1 INTRODUCTION
1.1 Introduction to the study
1.2 Need for the study
1.3 Objectives of the study
1.4 Research methodology
1.4.1 Research design
1.4.2 Scope of the study
1.4.3 Sample Design
[Link] Sample size
[Link] Sampling Techniques
[Link] Data sources
1.5 Tools & techniques used for
analysis
1.6 Structure of the study
II LITERATURE REVIEW
2.1 Meaning and definition
2.2 Functions
2.3 Characteristics
2.4 Objectives
2.5 Types
2.6 Process
2.7 methods
1.1 Introduction:-
Indian textile industry is one of the leading textile industries in the world. Though was
predominantly unorganized industry even a few years back, but the scenario started changing after
the economic liberalization of Indian economy in [Link] opening up of the economy gave the
much needed thrust to the Indian Textile industry, which has now successfully become one of the
largest in the world.
Indian textile industry largely depends upon the textile manufacturing and export. It plays a major
role in the economy of the country. India earns about 27 percent of its total foreign exchange
through textile exports. Further , the textile industry of India contributes nearly 14 percent of the
total industrial production of the country. It contributes about 3 percent to the GDP of the country.
Indian textile industry is the largest in the country in terms of employment generation. It not only
generates jobs in its own industry, but opens up scopes for the other ancillary sectors. Indian textile
industry currently generates employment to more than 35 million people.
1.2 Need and importance of the study:-
The basic purpose of this study is to analyse the consumer
behaviour towards readymade garments with special reference to
BRAND FACTORY. In the study researcher analyses the behaviour
of the consumer buyer to understand the new opportunities in
the market for the improvement of the sales and consumer
satisfaction towards the product. Thus the over-all need for the
study is to suggest a new marketing strategy by analysing market
opportunities towards BRAND FACTORY.
1.3 objectives of the study:-
a) To study the consumer’s awareness and preference of brands
in brand factory.
b) Customer’s expectation and satisfaction from Brand Factory.
c) To study the awareness of branded clothes among consumers.
d) To study the demographic factors affecting branded clothes
buying behaviour in Hyderabad city only.
e) To summarise the findings, offer suggestions to improve the
consumer satisfaction in readymade garment industry and
conclusion of the study.
1.5 Scope of the study :-
The study is based on the survey conducted in Hyderabad city, so
it confirms itself to the analysis of various customers. It covers
information gathered from the present and future potential
customers of brand factory as well as from the respondents who
have expressed their views on readymade garments. The study
emphasis is on brand awareness and consumer behaviour towards
brand factory (readymade garments).
1.6 RESEARCH METHODOLOGY AND DESIGN :-
The research design and methodology is a plan to answer whom,
where, when and how the subject under investigation conceived
so as to obtain answers to research question. The type of research
design involved in this study is descriptive research studies.
1.6.1 Sampling Technique :-
Instrument : Questionnaires(Personal administered)
Instrument design : Both open and closed ended
Questionnaire design
A well-structured questionnaire was used for this study. The
types of questions used in this questionnaire were open ended
, multiple –choice and dichotomous questions.
1. Open-end questions are questions, which are entitled to
give a free response to their choice.
2. Multiple choice questions are question which contain a
list of answer and permit the subject to select the best
answer.
3. Dichotomous questions :- it represent the extreme form
of multiple choice question that allow only two responses i.e
, “yes-no”, “agree-disagree”, “male-female”.
1.6.2 Data Collection :-
The task of data collection begins after a research problem has been
defined and research design has been chalked out.
There are two methods of data collection to be used for the study viz.
primary and secondary sources .
a) Primary data :- The observation method is the most commonly used
method. Data pertaining to digit marketing process and most of
information is collected from project guide in the company.
Questionnaire method is also very widely used in order to give a
structure to the entire study.
b) Secondary data :- Secondary data is collected from already existing
sources in various organization broachures and records .Secondary
data for the study were collected from the magazines ,websites and
other previous studies .To meet the objectives ,the study used
qualitative research. The descriptive study was done through review
of existing literature that helped in validation and extraction of the
important variables and factors. Data was collected from secondary
sources. Secondary sources were magazines , websites, books, office,
executives and company data.
1.7 sampling size :-
The total number of respondents are termed as sample size.
The sample size for this analysis is 50 respondents.
1.7.1 TOOLS USED FOR DATA ANALYSIS AND INTERPRETATION
Percentage of respondents –number of respondents * 100
Total respondents
A tool used to display and analyse multiple sets of variation data
on a single graph. A generic tool that can be adapted for a wide
variety of purposes, the check sheet is a structured, prepared
form for collecting and analysing data.
It can be also described as the method of objectives through the
collection of data methodology of the study through two ways:
1. Data collection
2. Data analysis
1.8 organisation of the study
1 The first chapter consists of INTRODUCTION to the study which includes
introduction, need for study, objectives, methodology – scope, samples design,
sources of data,research design, tools and techniques of analysis, structure of
study with sound explanation.
2 The second chapter consists of literature review.
3 The third chapter consists of company.
4 The fourth chapter consists of data analysis and interpretation.
5 The fifth chapter consists of findings, suggestion, and conclusion
LITERATURE REVIEW :-
Buying pattern refers to the typical way in which consumers buy goods or avail
services- encompassing frequency, quantity, duration,.timing etc
Marketers often try to understand buying pattern and its relation with geographical,
demographic and psychological characteristics of the consumer. In order to
understand the buying patterns, marketers conduct a comprehensive surveys.
This along with demographic and psychological information including age, gender,
occupation, household income, household size, education level, geographic location,
hobbies, interests etc. could provide valuable insights. Understanding the buying
pattern allows the company to decide on strategies for market segmentation,
distribution and sales promotions.
[Link]