Project of Consumer Perception on Branded Shirts

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CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.

CONSUMER PERCEPTION AND BRAND PREFERENCE
FOR PREMIUM BRANDED SHIRTS
A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT
OF THE REQUIREMENTS FOR THE AWARD OF
MBA DEGREE OF BANGALORE UNIVERSITY.
SUBMITTED BY
VIKRANT JAGANNATH
Reg. No – 04XQCM6118

UNDER THE GUIDANCE OF

PROFESSOR JAI RAJ NAIR

M. P. BIRLA INSTITUTE OF MANAGEMENT
(ASSOCIATE BHARATIYA VIDYA BHAVAN)
BANGALORE – 560001

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CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.

DECLARATION

I hereby declare that the research work embodied in this dissertation entitled CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS ” has been carried out by me under the guidance and supervision of Professor Jai

Raj Nair, M.P.B.I.M., Bangalore.

I also declare that this dissertation has not been submitted to any University or Institution for the award of any Degree or Diploma.

Place: Bangalore
Date: 2nd June 2006

VIKRANT JAGANNATH
(O4XQCM6118)

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CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.

CERTIFICATE

I hereby certify that the research work embodied in the dissertation entitled “CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS ” has

been undertaken and completed by Vikrant Jagannath under my guidance and supervision.

I also certify that he has fulfilled all the requirements under the covenant governing the submission of dissertation to the Bangalore University for the award of MBA degree.

Place: Bangalore

(Prof. Jai Raj Nair)

nd

Date : 2 June 2006

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CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.

CERTIFICATE

I hereby certify that this dissertation is an offshoot of the research work undertaken and completed by VIKRANT JAGANNATH under the guidance of, Professor Jai Raj Nair M.P.B.I.M. Bangalore.

.
Place: Bangalore
Date : 2nd June 2006

(Dr. N. S. Malavalli)
Principal, MPBIM

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CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.

ACKNOWLEDGEMENTS

I am happy to express my gratitude to Dr. N. S. Malavalli, (Principal, M. P. Birla Institute of Management), for their encouragement, guidance and many valuable ideas imparted to me for my project.

I extend my sincere thanks to Professor Jai Raj Nair MPBIM, Bangalore for providing me all the information required and the guidance throughout the project without which this project would not have been possible.

I would also like to sincerely thank all my lecturers and my friends for their help in completing my project successfully.

(VIKRANT JAGANNATH)
Reg No. 04XQCM6105

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CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS.

EXECUTIVE SUMMARY

Consumer awareness of styling issues and the convenience afforded by the ready to wear helped the readymade garment industry make small inroads into the domestic market in 1980’s. The total sales of clothing wears this fiscal which would turn out to be about 30% of the total readymade market. The branded wear market has shown a substantial growth about 20% every year in recent times and is expected to contribute more than Rs90 billion

The research was conducted on the consumers of premium branded ready made formal shirts in the city of Bangalore. The research due to the constraints of place, Time and Financial and other resources was restricted to Bangalore City alone. The research is aimed at understanding the following aspects related to Consumer Perception and Brand Preference For Premium Branded Readymade Formal Shirts.

This project deals with the customers personal aspects like occupation sex age group . It also deals with the customers personality like the newspapers magazines and various factors that influence him while making a purchase of a formal shirt. It includes comparison of

six brands namely Van – Heuisen, Louis Phillipe, Arrow, Allen Solly,

Zodiac and Park Avenue....
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