Synopsis Manish Project Mba 4TH

SYNOPSIS
TITLE
A COMPARATIVE STUDY ON CONSUMER BRAND PREFERENCE TOWARDS

APPARELS WITH REFERENCE TO MALE CONSUMERS AT BILASPUR CITY.
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 1991.The 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 Indian markets have been very popular in fashion and it has been same in Bilaspur city.
This study is conducted to find out the consumer’s buying behavior towards branded apparels over non-
branded apparels in this city. The purpose is also to study how consumer behavior for apparel is influenced
by factors like monthly income, gender and peer influence .The survey conducted in Bilaspur city shows that
the consumers prefer shopping mostly with their friends and family members. They are influenced by their
choices of their friends, family members, celebrities, magazines etc. Quality, comfort, brand are the main
criteria‟s which impact their buying behavior towards branded apparels over non branded apparels The
study shows there are different attributes which attracts customers towards branded apparels.
Indian markets have been very popular in fashion and it has been same in Bilaspur city. This study is
conducted to find out the consumers preference towards branded apparels over non-branded apparels in this
city. The purpose is also to study how consumer behavior for apparel is influenced by factors like monthly
income, gender and peer influence .The survey conducted in Bilaspur city shows that the consumers prefer
shopping mostly with their friends and family members. They are influenced by their choices of their
friends, family members, celebrities, magazines etc. Quality, comfort, brand are the main criteria‟s which
impact their buying behavior towards branded apparels over non branded apparels The study shows there are
different attributes which attracts customers towards branded apparels over non branded apparels.
OBJECTIVES OF THE STUDY:
 To study the brand preference of male customers towards the various branded apparels.
 To know the factors affecting buying preference of various branded apparels.
 To analyse the customer preference towards the various branded apparels.
SIGNIFICANCE OF THE PROJECT:
This study helps to investigate the relationship between the factors which affects the buying behaviour
towards branded apparels in Bilaspur city. The Data has collected by Google forms and distributed the
structured questionnaire among the respondents who presently living in Bilaspur Chhattisgarh. The result of
this study offers insights and evidence about the relationship between the variables which impact consumer
buying behaviour for branded apparels. Finally it is concluded in the present study that there is significant
relationship between reference group and purchase intention also promotion, Store attributes, product
attributes, Income of the respondent and occupation have positive significant relation between consumer
buying behaviour.
LITERATURE REVIEW:
The objectives of this research are to ascertain the branded apparel most preferred by respondents
and to examine customer’s perception towards retail garments showrooms and factor they Considered to
choose a particular retail garments showroom for their shopping in Bilaspur Chhattisgarh. The study reveals
that Raymond, Louis Philip, Being Human, Wrangler & Peter England remains the top five branded
apparels preferred by the respondents. It is clear that most of the shoppers on branded apparel were highly
influenced by the factors such as durability, reference groups, wider choice of colour and design,
attractiveness, price range and celebrity endorser.
Most of the customers are expecting reduced price and wider choice of colour and design. The
manufacturers of branded apparel must focus on all these factors to formulate branding strategies effectively
and to sustain their growth. Convenient shop hours and the offer & discounts are the two factors that
contribute more to prefer a particular retail garment showroom. The retailers need to give more attention to
these factors in order to attract and retain their customers.
RESEARCH METHODOLOGY:
The study is expounded to Consumer’s Preference at branded men’s clothing retail stores in Bilaspur. The
study is expounded to purchasing preference of consumers towards the garments and likewise as to
understand the product and other factor effecting consumer buying behaviour in, area Bilaspur City.
Research Area
The purpose of this study is to analyse and create the comparative study and investigate study of consumer
preference towards branded apparels, For the aim of study, Bilaspur city was selected.
Study Design
It is a type of exploratory research on the basis of the consumer preference parameter key points which
determines the purchase factors of the male consumer in Bilaspur City.
Sources of Data Collection:
Primary data – In this research the primary data will be collected by thought questionnaire and by regular
visit to store.
Secondary Data – Data which have already went through the process of investigated previously is analyzed
to as secondary data. The secondary data was collected from the internet, books, journals, published and
unpublished reports, company records, website, magazines etc.
Research Design: This study is Descriptive in nature as it describes about the outcome and reason behind
the brand comparison and customer preference towards these brands.
Sampling : For the study mainly probability sampling technique will be used and observed according to the
sample size and demographic segmentation.
Sample Size: For the study sample size will be taken as 100 respondents visiting to the branded retail stores.
Target users for study: Samples will be collect from peoples under the age group of 20 to 30 years in
Bilaspur City will be taken through questionnaire.
DATA ANALYSIS
The collected data are classified and analyzed by using the following tools in tune with the objectives of the
study.
 Percentage analysis
 Average analysis
INTERPRETATION
 Pie chart
 Histogram
 Percentage Bar Chart
 Likert Scale
CHAPTER PLAN
Chapter 1: Introduction
Chapter 2: Data source and methodology
Chapter 3: Data analysis and interpretation
Chapter 4: Findings, conclusion, recommendation

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SYNOPSIS

A COMPARATIVE STUDY ON CONSUMER BRAND PREFERENCE TOWARDS

SIGNIFICANCE OF THE PROJECT:

Sources of Data Collection:

Chapter 2: Data source and methodology

Chapter 3: Data analysis and interpretation

Chapter 4: Findings, conclusion, recommendation

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