2. Consumer Buying Prefrences of Branded Garments in Lucknow With Special Reference to Koutons

8/11/2019 2. Consumer Buying Prefrences of Branded Garments in Lucknow With Special Reference to Koutons

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RESEARCH REPORT

ON

CONSUMER BUYING PREFRENCES OF BRANDED GARMENTS

IN LUCKNOW WITH SPECIAL REFERENCE TO KOUTONS

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FORMAT FOR RESEARCH REPORT

-Cover Page-Certifcate o the College(Along with Signature of the Guide for

authenticity)-Preace-Acknowledgement(with signature of the student)-Tale o content!(Along with page number)

Cha"ter # $ %ntrod&ction

Industry prole

About the research topic

Objectives of the researchCha"ter # ' (iterat&re Review )Com"an* "rofle+

he bac!ground

he promoters

Its product line

"ar!eting strategies

"ajor problems

#ompetitors

$uture prospects

S%O AnalysisCha"ter # , Re!earch Methodolog*

&esearch Objective

&esearch 'esign Sampling lan

Sampling echniues

Sample *nit + Area

&esearch InstrumentsCha"ter # , ata Anal*!i! . FindingCha"ter # / Recommendation . !&gge!tionCha"ter # 0 (imitation! o Re!earchCha"ter # 1 Concl&!ion!

- 2iliogra"h*- Anne3&re (ables if any, secondary data tables + information and-uestionnaire)


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%4TRO5CT%O4 TO THE %45STR6

Idi# Ret#i% Idu*t$1

The Indian retail industry is the fifth largest in the world. Comprising of organized

and unorganized sectors, India retail industry is one of the fastest growing industries

in India, especially over the last few years. Though initially, the retail industry in India

was mostly unorganized, however with the change of tastes and preferences of the

consumers, the industry is getting more popular these days and getting organized as

well. With growing market demand, the industry is expected to grow at a pace of 2!

"#$ annually. The India retail industry is expected to grow from %s. ",### crore in

2##&!# to %s. '#(,### crore )y the year 2#'#.

G$'(t! '& Idi# Ret#i%

*ccording to the +th *nnual lo)al %etail -evelopment Index %-I/ of *T

0earney, India retail industry is the most promising emerging market for investment.

In 2##1, the retail trade in India had a share of +!'#$ in the - ross -omestic

roduct/ of the country. In 2##(, it rose to '2$. It is also expected to reach 22$ )y

2#'#.

*ccording to a report )y 3orth)ride Capita, the India retail industry is expected to

grow to 456 1## )illion )y 2#'#. 7y the same time, the organized sector will )e 2#$

of the total market share. It can )e mentioned here that, the share of organized sector

in 2##1 was 1.$ of the total retail market.

M#3'$ Ret#i%e$* i Idi#

P#t#%''2

antaloon is one of the )iggest retailers in India with more than stores across the

country. 8ead9uartered in :um)ai, it has more than million s9. ft retail space

located across the country. It;s growing at an envia)le pace and is expected to reach "#

million s9. ft )y the year 2#'#. In 2##', antaloon launched country;s first

hypermarket

?ood @ rocery> 7ig 7azaar, ?ood 7azaar


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8ome 5olutions> 8ometown, ?urniture 7azaar, Collection!i

Consumer Alectronics> e!zone

5hoes> 5hoe ?actory

7ooks, :usic @ ifts> -epot 8ealth @ 7eauty Care> 5tar, 5itara

A!tailing> ?uture)azaar.com

Antertainment> 7owling Co.

T#t# G$'u"

Tata group is another maBor player in Indian retail industry with its su)sidiary Trent,

which operates Westside and 5tar India 7azaar. Asta)lished in '((+, it also ac9uired

the largest )ook and music retailer in India


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K'ut'* Ret#i% Idi# Ltd5

0outons %etail India td. is the leading retailer of readymade and fashion wear )rand

in the country today. With more than '# outlets across India, it has a wide range ofapparel designs suited for all segments including corporate, formal and casual

dressings. 0outons aptly creates the conducive environment for a family outing,

making family shopping the )est experience at an afforda)le price ! all at one place.

0outons was )orn in '((' as Charlie Creations and are now 0outons %etail India td.

0outons started primarily as a denim )rand )ut are today manufacturing and selling

complete men, women and kids wardro)e under the )rand name 0outons, es ?emme

and 0outons Funior respectively. *nother )rand from the sta)le of 0outons is Charlie

Gutlaw, which caters to the teens of the country with apparels including Beans, T!

shirts, Backets etc. 0outons 7rand is catering to the 4pper @ 4pper :iddle Class of

5ociety with a vast target age group )etween '+!D# years.

Ret#i% &'$m#t* i Idi#

8ypermartsHsupermarkets> large self!servicing outlets offering products from a variety

of categories.

:om!and!pop stores> they are family owned )usiness catering to small

sections they are individually handled retail outlets and have a personal touch.

-epartmental stores> are general retail merchandisers offering 9uality products

and services.

Convenience stores> are located in residential areas with slightly higher pricesgoods due to the convenience offered.

5hopping malls> the )iggest form of retail in India, malls offers customers a

mix of all types of products and services including entertainment and food

under a single roof.

A!trailers> are retailers providing online )uying and selling of products and

services.

-iscount stores> these are factory outlets that give discount on the :%.


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Eending> it is a relatively new entry, in the retail sector. 8ere )everages,

snacks and other small items can )e )ought via vending machine.

Category killers> small specialty stores that offer a variety of categories. They

are known as category killers as they focus on specific categories, such as

electronics and sporting goods. This is also known as :ulti 7rand Gutlets or

:7G;s.

5pecialty stores> are retail chains dealing in specific categories and provide

deep assortment. :um)ai;s Crossword 7ook 5tore and %;s :usic World

are a couple of examples.

C!#%%e)e* =i) Idi# $et#i% idu*t$1

The tax structure in India favors small retail )usiness

ack of ade9uate infrastructure facilities

8igh cost of real estate

-issimilarity in consumer groups

%estrictions in ?oreign -irect Investment

5hortage of retail study options

5hortage of trained manpower

ow retail management skill

T!e Futu$e

The retail industry in India is currently growing at a great pace and is expected to go

up to 456 +"" )illion )y the year 2#'". It is further expected to reach 456 '." trillion

)y the year 2#'+ at a C*% of '#$. *s the country has got a high growth rates, the

consumer spending has also gone up and is also expected to go up further in the

future. In the last four year, the consumer spending in India clim)ed up to 1$. *s a

result, the India retail industry is expected to grow further in the future days. 7y the

year 2#'", the organized sector is also expected to grow at a C*% of $.


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The retail industry is one of the fastest growing industry in the world and so as well in

India, the tremendous rate of growth and attractive outlook has resulted in large

num)er of players in Indian market as well, although Indian retail market is still at

nascent stage and the scope of growth is immense it is yet aprotected market as

govt.of indian has strict guidelines and a num)er of restrictions for foreign and

multinational giants in retail who are yet to enter into market in full swing, the

situation is dynamic and it is going through a constant change as the govt. is

li)eralizing the stringent norms year after another, the indian retail industry is

expected to see a sea change the govt. would allow '##$ foreign direct investment in

retail sector, the market will turn more comptitive and -arwin=s Jsurvival of the

fittestK theory will hold good in a market which is alreadycompetitive enough.

The study was carried out for %eliance Industries td, Faipur.The focus of the proBect

is on the %etail )usiness of %I which is )etter known as J%eliance ?reshK. %eliance

?resh is one of the largest retail chains in Baipur having 2D stores well dispersed across

the city,still reliance industries retail format i.e. %eliance ?resh is not the leader and it

faces a lot of pro)lem as well, the purpose of the report was to pool in information

a)out all the retail formats operating in the city,draw up their strengths and weakness

and compare it with %elince ?resh.

The first pro)lem was to select the stores which were to )e considered as

competitors,the task was comlicated )ecause of the presence of unorganized retail

stores owned )y private individuals,although the num)er of such stores were huge and

it was )eyond the scope to include all such stores in our study so decided upon few

who had a siza)le consumer )ase and was popular shopping destination of the people

of Baipur, apart from them we included all the players in organized retail format under

the preview of our studies.

5o finally the following names were decided for the *nalysis>

'. 7ig 7azarH?ood 7azaar


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2. Aasy -ay

". 8yper City

&. :ore

. 3ational 8andloom Corporation

D. 5ix Ten

1. Eishal :ega :art

The research is more of a exploratory research as we use a lot of secondary data to

compare the different retail formats, the study was carried out with the help of some

primary data as well which helped to find out where competitors lie on a perceptual

map.

The study re9uired to rate different retail formats on different papameters decided

which were indicative of a retail store=s performance on aspects such as>

'.*)out store like location, am)ience, hygiene and parking facility

2.roduct availa)ility

".roduct 9ualityHfreshness of vegata)les, staples, processed food, dairy

products and

3on food fast moving consumer goods.

&.romotion measures

.5taff )ehavior or response

D.7illing facilities


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The proBect also tried it=s )est to analyze from a customer point of view the shopping

)enefits he get, for this a hypothetical )ucket of goods was taken into consideration

and the entire )ucket price of different stores were compared.

The study also scrutinizes the promotion measures adopted )y different retail

company.

- 0 Ab'ut t!e $e*e#$=! t'"i=

Retailing is the interface )etween the producer and the individual consumer )uying

for personal consumption. This excludes direct interface )etween the manufacturer

and institutional )uyers such as the government and other )ulk customers.

* retailer is one who stocks the producer=s goods and is involved in the act of selling

it to the individual consumer, at a margin of profit. *s such, retailing is the last link

that connects the individual consumer with the manufacturing and distri)ution chain.

The retail industry in India is of late often )eing hailed as one of the sunrise sectors in

the economy. *T 0earney, the well!known international management consultancy,

recently identified India as the


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It is expected that )y 2#'D modern retail industry in India will )e worth 456 '1! 2##

)illion. India retail industry is one of the fastest growing industries with revenue

expected in 2##1 to amount 456 "2# )illion and is increasing at a rate of $ yearly.

* further increase of 1!+$ is expected in the industry of retail in India )y growth in

consumerism in ur)an areas, rising incomes, and a steep rise in rural consumption. It

has further )een predicted that the retailing industry in India will amount to 456 2'.

)illion )y 2#'# from the current size of 456 1. )illion.

The growth of scope in the Indian retail market is mainly due to the change in the

consumer=s )ehaviour. ?or the new generation have preference towards luxury

commodities which have )een due to the strong increase in income, changing

lifestyle, and demographic patterns which are favoura)le.

*s the twentieth century has come to and we have moved in to third millennium , we

can see many development and changes taking place around us with all the industries

and firms within each industry trying to keep pace with all the industries and firm

within each industries trying to keep pace with the changes and diverse need ofpeople . :arketer have regarded JcustomerK as the king and evolved all activities to

satisfy him or her, this concept gaining more momentum and importance today.

The main o)Bective of the proBect is to understand the recruitment and selection of

5ales Axecutive more effectively and efficiently, )ecause 5ales AxecutiveHCustomer

5ervice Axecutive play most important role in )usiness of %etail. :arket in Faipur city

was targeted. Earious areas in city were selected. The data gave knowledge a)out

customer satisfaction, loyalty @ their feel a)out the %etail.

5urvey of the proBect J%ecruitmentK was conducted using 9uestionnaire. The

information a)out various attri)utes @ factors was collected a)out the 5ales

AxecutiveHCustomer 5ervice Axecutive. *ll the data collected, primary data was

filtered @ analyzed, represented in the form of graphs @ charts. 5econdary data was


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also used in report such as company profile, on the )asis of analysis of data,

conclusions were drawn. Gn the )asis of findings @ conclusions, suggestions were

given.

It$'du=ti'

%etailing sector of India can )e split into two segments. They are the informal and the

formal retailing sector. The informal retailing sector is comprised of small retailers.

?or this sector, it is very difficult to implement the tax laws. There is widespread tax

evasion. It is also cum)ersome to regulate the la)our laws in this sector. *s far as the

formal retailing sector is concerned, it is comprised of large retailers. 5tringent tax

and la)our laws are implemented in this sector.

If the retail industry is divided on the )asis of retail formats then it can )e split into

the modern format retailers and the traditional format retailers. The modern format

retailers comprise of the supermarkets, 8ypermarkets, -epartmental 5tores, 5pecialty

Chains and company owned and operated retail stores

The traditional format retailers comprise of 0iranas, 0iosks, 5treet :arkets and the

multiple )rand outlets. The retail industry can also )e su)divided into the organized

and the unorganized sector. The organized retail sector occupies a)out "$ of the

aggregate retail industry in India.

India=s arment Industry is a well!organized, and is among the )est in the world. It

constitutes of designers, manufacturers, exporters, suppliers, stockiest, and

wholesalers. Indian arment Industry has carved out a niche in the glo)al markets and

earned a reputation for its dura)ility, 9uality and )eauty. Today=s changing consumer

preferences L )uying )randed apparel and fashion accessories, maBor )oom in retail

industry, people shopping at department and discount stores, shopping malls, with

rising disposa)le incomes, government policy focused on fast!track textile export

growth, and am)itious goals have created several investment opportunities in India. .

?rom all over the world the %etailers also increasingly come to India attracted )y low

production costs. The large )rands are>

antaloon %etail India td

5hopper=s 5top


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Tata L Trent

lo)us stores vt td

irmayd %etail td

*rvind 7rands td

rovogue India td

The %aymond roup

:adura arment

%eliance %etial td

Wills lifestyle

:urBani roup

andmark roup

okalda roup


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OB?ECTI>E OF THE STUDY

To find out factor affecting purchasing )ehavior of the customer of )randed

garments in ucknow.

* comparative study of different )rand garments with 0outons in ucknow

market,

Impact of )randing on consumer )uying )ehavior of koutons and other )rand

in ucknow market.

*nalysis of consumer preference for )randed and non!)randed garments.

-emographic survey of )randed garments market in ucknow.


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RE>IEW LITERATURE

iterature survey is the documentation of a comprehensive review of

the pu)lished and unpu)lished work from secondary sources data in

the areas of specific interest to the researcher. The li)rary is a rich

storage )ase for secondary data and we used to spend many days

and going through )ooks, Bournals, newspapers, magazines,

conference proceedings, doctoral dissertations, master=s theses,

government pu)lications and financial reports to find information on

their research topic. With computerized data)ases now readily

availa)le and accessi)le the literature search is much speedier and

easier and can )e done without entering the portals of a li)rary

)uilding. We had used internet to a great extent in finding out

different research topics related to the topic.

We started the literature survey even as the information from the

unstructured and structured 9uestionnaire is )eing gathered.

%eviewing the literature on the topic area at this time helped us to

focus further more meaningfully on certain aspects found to )e

important is the pu)lished studies even if these had not surfaced

during the earlier 9uestioning. 5o the literature survey is important

for gathering the secondary data for the research which might )e

proved very helpful in the research.

ast studies have investigated the relationships )etween actual price

and 9uality. rice and )rand name have )een shown to have a

moderately significant effect on )uyers; perceptions of 9uality while

store name had minimal effect %ao, 5eptem)er, '(++/.Theadaptation!level for Budging the price of an item is called the internal


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reference price and can )e considered the average market price, or a

range of average prices for a product class. *daptation!level theory

predicts that the price discount and the advertised reference price in

the price promotion or comparative price advertisements/ shifts

consumers; internal reference prices. The results of many research

also showed that the negative effects of price discounts may)e

counter!)alanced )y the positive effects of )rand name and a )rand;s

perceived 9uality. This may suggest that the adverse effects of price

discounting on consumer evaluation found )y other researchers may

not hold for high 9uality products, at least in the short term.

8owever, many researchers )elieve that carefully managed price

discounts will positively influence perceived value without any

adverse effect on )rand;s perceived 9uality, thus ena)ling retailers

and manufacturers to successfully deliver high value.

The price parameter influences directly and strongly profit margin as

well as market share. It has )een shown that modifying the price )y

'$ results in the change of at least '#$ in everyday consumption

*lexandre -olgui, ?e) 2#'#/. In luxury industry, high price is more

of a selling point than draw)ack. The success of a low price strategy

depends on the num)er of clients attracted )y the product since the

low margin should )e compensated )y a higher num)er of items

sold .Consumers generally hold positive attitudes and purchase

intentions toward these )rands and only consider these )rands when

making a purchase decision. Whereas, the hold set includes the

)rands which consumers do not consider when making a purchase

decision )ut still hold either a negative, neutral or positive attitude

or purchase intention towards these )rands. The 9uestion in the

marketers; interest is whether the discounts can influence consumers;


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attitudes and purchase intentions, in turn, move a )rand from the

hold set to the consideration setM0 ?raccastoro, '(("/ suggest that

price discounts may work )y enhancing customers; perceptions of

savings and value, and )y improving attitudes towards the )rand

relative to competitors; )rands. *lthough price discounts are

efficient in terms of influencing consumers; attitudes and purchase

intentions, they are very costly and may have detrimental effects,

such as reducing consumers; reference prices and reducing company

profita)ility .5ometimes, consumers may )e fond of certain

characteristics of the )rand, such as its 9uality, )ut may )e less fond

of other characteristics, such as its price )eing outside of their

purchasing range. *pplying a price discount offers a solution to this

pro)lem, )y allowing the )rand to )e more availa)le to a )roader

consumer )ase. This moves the )rand from the hold set to the

consideration set. rice discounts remove financial )arriers, which

may prevent consumers from purchasing a certain product )ased onpecuniary factors, and allow them to make a purchase )ased on

9uality and other services Teng, 2##(/. The )rand;s movement from

the hold set to the consideration set also indicates that consumers are

price sensitive. In spite of the fact that price discounts increase

consumers; motivation to purchase a )rand, marketers must improve

the 9uality of their offering while promoting their )rand Teng ,2##(/.There are studies that indicate that @9uot athe influence of

price discounts on a )rand;s perceived 9uality was minimal @9uota

-hruv rewal, '((+/, whereas it is cited in some literature that

@Nuot a customers )elieve that high price is often associated with

high 9uality @9uota Chetan 7aBaB, 2##/. 8ence it cannot )e stated

with accuracy depending on the availa)le literature whether

consumers do or do not associate price discounts with low 9uality


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products. Three important components that appear to )e a key to

store patronage decisions are the retailer;s store image, 9uality of the

merchandise sold and priceHpromotions. Consumers use certain cues

as signals for these components store name, )rand name and price

discounts. Clearly, store image is an important input in the consumer

decision!making process as it encompasses characteristics such as

the physical environment of the store, service levels, and

merchandise 9uality 7aker, '((&/. rice and special promotions

have )een used to attract consumers to a retail store i.e., providing

greater value via the discount/ and generate an increased level of

store traffic. *dditionally, while price discounting may generate

traffic in a retail store, such discounting may have negative effects

on the )rand;s 9uality and internal reference prices. rice

discounting may even hurt a store;s overall image. The need to

simultaneously examine the effects of store name, )rand name, and

discount is supported )y congruity theory. Congruity theory statesthat consumers try to )ring disparate information together and make

sense of it -hruv rewal, '((+/. :anufacturing, distri)ution and

marketing issues that ena)le a more ro)ust analysis of the sector are

investigated. * review of )usiness models used )y companies in the

fashion industry is conducted to gain insights into the way that

fashion firms manage demand. *n extensive review of the literaturereveals that the fashion industry is market orientated and

characterised )y short life cycle products and low demand

predicta)ility. ead time reduction ena)les the development of

flexi)le manufacturing and logistics systems. 5hort lead times

ena)le reduction of forecast errors and improvement of supply chain

responsiveness towards volatile market conditions. The main supply

chain solutions in the fashion industry are )ased on 9uick response,


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fast fashion, agile, lean and leagile concepts. 4se of information

technology, automated manufacturing systems, production and

distri)ution planning )ased on real!time demand and transparency of

information across the whole supply chain are some of the primary

characteristics of the fashion supply chains. In.. The purpose of this

study is to examine the relationship )etween the variance of two

)rand images and dimensions of )rand e9uity after , especially

when the ac9uirer!dominant is affiliated to a weak )rand image and

the ac9uired one has a stronger )rand image. In total, ( responses

were collected through random sampling from an internet survey

platform in Taiwan weak image differences were gathered from 2#(

respondents and strong image differences were gathered from 2##

respondents/. This study uses an experimental design to discuss how

the variance of two )rand images this study uses two kinds of

:@*> a company with an inferior )rand image ac9uires one with a

superior or average )rand image/ affects the ac9uirer;s )rand e9uityperceived 9uality, )rand association, and )rand loyalty/. This study

also examines how )rand e9uity of an ac9uired )rand changes after .

%esults from the :*3GE* and paired!sample t!test methods show

that the greater the perceived differences )etween ac9uirers and

ac9uired )rands, the more the )rand e9uity of the ac9uirer will

increase5In addition, all the dimensions of )rand e9uity for the )randwith a superior image decrease significantly. ?ew studies have

evaluated the )rand image effect of an :@* from a marketing

perspective. The contri)ution is to help managers understand

whether the ac9uirer should preserve the o)tained )rand and focus

on increasing )rand e9uity of the ac9 Counterfeiting has )ecome a

significant economic phenomenon. Increased demand for counterfeit

)randed products C7s/ makes the study of determinants of


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consumers C7s purchase )ehaviour more worthwhile than ever

)efore. Axisting studies have largely neglected )rand influence on

consumer purchase )ehaviour of C7s. This research seeks to

examine the impact of perceived )rand image, direct and indirect

effects mediator and moderator effects/ of product involvement and

product knowledge on consumer purchase intention of counterfeits

in the context of non!deceptive counterfeiting. The current study

tests the conceptual model and hypotheses developed )ased on the

existing literature. ?our focus groups ranging from six to eight

participants in each group/ are used to construct the research

instrument. The conceptual model and hypothesis are tested using

hierarchical regression analyses with survey data This research is

the first in the literature on counterfeits to esta)lish that perceived

)rand personality plays a more dominant role in explaining

consumers; purchase intention of C7 than other influential factors

e.g. )enefit and product attri)ute/. InvolvementHknowledge has nosignificant influence on counterfeit purchase intention. Avidence of

involvement as a moderator does not exist. 7rand image is not a

mediator of the effects of involvementHknowledge on purchase

intention.India has approximately "#,### readymade garment

manufacturing units and around three million people are working in

the industry. * gamut of attires and outfits are created )y theseapparel and fashion manufacturers India which are later on

circulated and sold in different corners of the country )y apparel and

fashion distri)utors in India. There has )een significant increase in

customer spending in this segment, reflecting the changing

consumer )ehavior. er capita - spending on apparel increased

to .+$ in 2##D from &.($ in 2##".Indian *pparel Industry

constitutes )oth )randed and un)randed garments. 7randed ready to


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wear clothing presently have a 2&$ share in the garment market in

India, while un)randed market have around #$ market share. The

remaining is catered )y tailor made garments.*lso of the total

market size &D$ )elongs to men=s, "1$ to women=s and remaining

'1$ to children=s apparel.

The men=s apparel industry is expected to increase at a C*% of

'&.+D $ during the period from 2##+!2#'#.5egment wise men=s

apparel Industry classification includes> ?ormal wear, casual wear,

night wear woolens and others.The maBor players in )randed men=s

apparel includes :adura arments, rovogue India td., %aymond

*pparel td., antaloon %etail India/ td., evi 5trauss @ Co. etc

The )randed apparel Industry for men is increasing at a C*% of

2&$ and is expected to cross 2### crore )y 2#'# as per a research

)y Bust style. In 2##1, men=s apparel industry was mainly dominated

)y shirts in value terms/ accounting for "D.$ of total men=s

segment


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2AC78RO54

)7o&ton! Retail %ndia (td9+

0outons %etail India td. is the leading retailer of readymade and fashion

wear )rand in the country today. With more than '# outlets across

India, it has a wide range of apparel designs suited for all segments

including corporate, formal and casual dressings. 0outons aptly creates

the conducive environment for a family outing, making family shopping

the )est experience at an afforda)le price ! all at one place.

0outons was )orn in '((' as Charlie Creations and are now 0outons

%etail India td. 0outons started primarily as a denim )rand )ut are today

manufacturing and selling complete men, women and kids wardro)e

under the )rand name 0outons, es ?emme and 0outons Funior

respectively. *nother )rand from the sta)le of 0outons is Charlie Gutlaw,

which caters to the teens of the country with apparels including Beans, T!

shirts, Backets etc. 0outons 7rand is catering to the 4pper @ 4pper

:iddle Class of 5ociety with a vast target age group )etween '+!D#

years.

OEalue for :oney and 8igh on ?ashionO )eing their 45, 0outons has

given the )rand an extension delving into specific consumer segments.

The garments are made keeping in view the overall need of the nicheThe garments are made keeping in view the overall need of the niche

market and the )asicHfashion demand of the Indian masses. Gur productmarket and the )asicHfashion demand of the Indian masses. Gur product

range also caters to the tastes of all segments. Gur 7rand is placed as therange also caters to the tastes of all segments. Gur 7rand is placed as the

most dynamic )rand of India.most dynamic )rand of India.


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M##)emetM##)emet

M$5 D5P5S K'!%i, Chairman, 0outons %etail is one of the founding pillar

of 0outons. 8e heads :arketing, ?inance, Information Technology,

*dministration and 8uman %esource.

:r. 0ohli had a vision of providing fashion at an afforda)le price. This

vision has taken 0outons from a relatively small )eginning to a dominant

player in the menswear )randed garments. 8e is a remarka)le leader whocan visualize an opportunity and implement it efficiently which has

resulted in the success of the )rand.

rior to the )irth of 0outons, :r. 0ohli was involved with the family

)usiness of retailing )icycles, electrical and electronic goods in Grissa. In

'(+2 he shifted to the electronics industry and started manufacturing his

own television under the )rand name O*polloO. 8e lost everything in 5ikh

riots in '(+&, )ut he never gave up and later on teamed up with his

)rother in law :r. 7.5 5awhney and launched Charlie Creations. The

focus was on providing fashion and 9uality at an afforda)le price.

In '((1, :r. 0ohli launched 0outons with a focus on complete mens=

wardro)e. 4nderstanding the consumer )ehaviour, he decided to create


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his own )rand outlets. 8e desgined a franchisee model that turns small

)usiness men into entrepreneurs. 8e realized the potential of the domestic

market and worked hard for a win!win relation )etween the company and

his franchisees.

:r. -5 0ohli graduated in '(+# as a :echanical Angineer with a

7.Tech. -egree from 5am)alpur 4niversity in Grissa.

8e has )een honoured with num)er of recognitions.

8e was awarded the title of OUDYOG >IBHUSHAN for

Axcellence in Industrial erformanceO )y the Institute of Trade and

Industrial -evelopment.

8e was awarded the title of OEt$e"$eue$ '& t!e Ye#$O )y the

Institute of Trade and Industrial -evelopment in 2##".

8e has )een awarded the title of O-..8 T'" M#$4eti) M#

A(#$dO )y I::, -elhi.

8e was also awarded the title of OM'*t Admi$ed F#*!i' F#=eO at

Images ycra ?ashion *wards #+ :um)ai.

:r. 0ohli is a man of thinking considers himself a servant of od. 8e

)elieves that od has made him in charge of a )usiness which he has to

run to the )est of his a)ility. In return, he has given him a good life and a

good family. 8e has also given him the opportunity to help others, which

he will continue doing to the )est of his a)ility.


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B5S5 S#(!e1

:anaging -irector/

The other founding promoter of the company, he looks after 5ampling,

:erchandsing, 5ourcing and 5ales. 8e is instrumental in company;s

growth.


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G5S5 S#(!e1

-eputy :anaging -irector/

The youngest of the company, he looks after the

Warehouse,ogistics,roduction and ersonnel. 8e is instrumental in

making the growth of the company possi)le.

Mi**i' Ad >i*i'Mi**i' Ad >i*i'

>i*i'>i*i'

To emerge as the most profita)le retailer in India )y )eing the most

efficient

To provide contemporary fashion at afforda)le prices.

To cut away all areas of distri)ution and value chain that do not

)enefit the consumer.

Mi**i'

We aim to lead through innovation @ improve through

introspection to serve our customers and stakeholders e9ually and

)ecome an efficient and low cost operator with a commitment to

9uality.


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We aim to )e world leader yet remain firmly rooted to our local

markets.

M#t$#

?ashion @ Nuality P *fforda)le rices

%espect for the customers views

4se our vast experience and insights for improved products.

5tay a)reast with international developments

*chieve volume and sale to )e glo)ally competitive.

rowth through leadership.


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AWADS AND ACHIE>EMENTSAWADS AND ACHIE>EMENTS

-..@0

0outons received the *ward of Eme$)i) C'$"'$#te at the

Corp Axcel *ward 2##+ for 3ational m5:A Axcellence on "#th

-ec, 2##(, organized )y Corporation 7ank.

0outons received T!e >#%ue Ret#i%e$ '& t!e Ye#$*ward of 5tar

%etailer on 21th 3ovem)er, 2##( organized )y ?ranchise India.

0outons received the Be*t C%'t!i) C'm"#1 '& t!e Ye#$ of

C:*IMs *pex *wards on 2'st -ecem)er, 2##(.

0outons was also nominated for the O7est *dvertising Campaign

of the QearO and B$#d '& t!e Ye#$for C:*I;s *pex *ward.

:r. -..5 0ohli was awarded for Ret#i% E=e%%e=eaward )y

*sia %etail Congress in Fanuary, 2##(

-..80

:r. -..5. 0ohli, Chairman, 0outons %etail India td. was

awarded the title of J:ost *dmired ?ashion ?aceK at Images

?ashion *wards Charlie GutlawK

)y C:*I.

*ward of 7est -isplay at India International arment ?air


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0outons %etail India td has won the prestigious J7rand of the

Qear :ens Casual Wear arge/K *ward at the 3ational *wards for

the excellence in *pparel )usiness organized )y C:*I.

?ranchise *ward for Axcellence in ?ranchising @ 7usiness

-evelopment! %etail.

3ominated for the Clothing Company of the Qear! -omestic )y

C:*I.

3ominated for the 7est *dvertising Campaign of the Qear L %etail

)y C:*I.

0outons was nominated in Textile @ *pparel Category in

Amerging India *wards )y ICICI.

-..90

:r. -5 0ohli was awarded the title of J4-QG EI78458*3

for Axcellence in Industrial erformanceK )y the Institute of Trade

and Industrial -evelopment in 2##1.

0outons %etail India td has won the prestigious JChain 5tore of

the QearK *ward at the 3ational *wards for the excellence in

*pparel )usiness organized )y C:*I.

0outons is also credited with another award of J7rand

Antrepreneur of the QearK *ward at the *AR *W*%-5 2##1

organized )y C:*I.

3ominated for the 7est *dvertising Campaign of the Qear! %etail

)y C:*I

-..0

*warded the J:ost -ynamic 7rand of the QearK )y ycra Images

?ashion *wards


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*warded the title of JEalue %etailer of the QearK )y 5tar %etailer!

The Consumer Way.

0outons %etail India td nominated for JChain 5tore of the QearK

*ward at the 3ational *wards for the excellence in *pparel

)usiness organized )y C:*I.

3ominated for the J7rand of the Qear *ward L :en=s Casual Wear

arge/ at *pex *ward, )y the Clothing :anufacturers *ssociation

of India roupK at Images ?ashion *wards =#+ :um)ai.

-..600outons was nominated for the 7rand of the Qear *ward! :en=s

Casual Wear arge/ )y the Clothing :anufacturers *ssociation of India.

-..70:r. -..5. 0ohli was awarded the title of JAntrepreneur of the

QearK )y the Institute of Trade and Industrial -evelopment

-...0The Company received an award for outstanding -omestic 5ales

from Clothing :anufacturers *ssociation of India.

/@@80The Company received an award for )est display of denim clothing

from C:*I! *shima roup.

/@@90The Company was awarded the title of J7est :enswear Casual/

CollectionK )y *pparel Axporters and :anufacturers association.


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L#dm#$4*L#dm#$4*


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BRANDS

KOUTONS MENSWEAR

The well known apparel house, 0outons %etail India td. has unveiled

their latest collection of menswear. This collection offers a wide range of

formal and informal clothing for men for the age group of '+ years and

a)ove. 0nown for their comfort and dura)ility the )rand has )ecome

synonymous with ;fashion and 9uality; at afforda)le price;. The collection

caters to men which includes the working professionals.

The collection includes the shirts, T!shirts, pull overs, sweat shirts ,denim

and non!denim trousers, cargo and shorts for men in trendy yet formal

shades the collection also offers a variety of fa)rics to choose from. The

)asic formal shirts are availa)le in linen and cotton fa)rics. The range is

also availa)le in )lended fa)rics. The special product range wrinkle

resistant flaunts ten to twelve colors to choose from. 4sing wrinkle!

resistant technology the company has sought to introduce a new )reed of

weaved hundred percent cotton fa)ric and )lended cotton.

The latest collection of 0outons menswear is a range created for today;s

generation of men who wear what they like and firmly )elieve in

themselves. The collection is for those who like to )lend comfort with

style.


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K'ut'* Ret#i% %#u=!e* Le* Femme

0outons %etail India td. has unveiled its women wear collection named

Oes ?emmeO. es ?emme collection offers a wide range of formal and

casual wear for women. The collection es femme caters to young

women in the age group of 'D!"& yrs of age and includes apparels like t!

shirts, party wear, lycra, semi formal shirts, denims, capris , tunics, cargos

denims. The collection makes a fashion statement with 0nits T!5hirt,

shirts for formal and casual attire availa)le in full, half and "H&th sleeves

etc.

es ?emme offers the new high fashion range which has lot of se9uence

and )edded work done on the apparels. 5atin and lycra are presented in

dazzling colors and reminiscent patterns. The collection makes a fashion

statement in itself at afforda)le prices.

The range is in sync with the changing moods of the youth and working

class, which go in for care free and relaxed lifestyle, es ?emme provides

them with comforta)le )ut classy wear. es ?emme is a )rand created for

a generation of women who wear what they like and firmly )elieves in

individual personality. *lmost every piece designed and created for ;es

?emme; collection depicts timeless creation )lended with sophisticated

simplistic detail.
http://www.koutonsparivar.com/lesfemme.php


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K'ut'* Ret#i% %#u=!e* K'ut'* ?ui'$ &'$ 4id*

*ll set to redefine the kids wear market in the country, 0outons %etail

India td. has unveiled the 0outons Funior collection exclusively meant

for the fashion conscious kids of 2'st century. The collection offers a

wide range of trendy and playful apparels for kids. 0nown for their

comfort and dura)ility, the )rand has )ecome synonymous with ;fashion

and 9uality at afforda)le prices;. 0outons Funior offers a wide range of

apparels t!shirts, shirts, night wear, capris, cargos, denims, dangris to

denim skirts for )oys and girls in the age group of 2!'yrs.

%ight from providing formals and casual for )oys and girls, 0outons Fr.

offers a youthful and trendy )lend of )right shades and wintery hues

along with playful cuts and patterns for kids. The yarn used in 0outons Fr.

'##$ cotton,'##$ acrylic, lam)s wool )lend. The all new kids range is

made from superior 9uality fa)rics keeping in mind the delicate and

sensitive skin of children so the natural fi)ers used in the apparels are soft

in feel for young kids.

0outons 7esides the normal range of apparels a special range of

accessories is also availa)le which includes )ags, sun glasses, swim

glasses, pencil )oxes, )ottles, caps, )elts ties and many more.
http://www.koutonsparivar.com/koutons_jr.php


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Chapter "> Industry H Company profile

%etailing sector of India can )e split into two segments. They are theinformal and the formal retailing sector. The informal retailing sector is

comprised of small retailers. ?or this sector, it is very difficult to

implement the tax laws. There is widespread tax evasion. It is also

cum)ersome to regulate the la)our laws in this sector. *s far as the formal

retailing sector is concerned, it is comprised of large retailers. 5tringent

tax and la)our laws are implemented in this sector.

If the retail industry is divided on the )asis of retail formats then it can )e

split into the modern format retailers and the traditional format retailers.

The modern format retailers comprise of the supermarkets,

8ypermarkets, -epartmental 5tores, 5pecialty Chains and company

owned and operated retail stores

The traditional format retailers comprise of 0iranas, 0iosks, 5treet

:arkets and the multiple )rand outlets. The retail industry can also )e

su)divided into the organized and the unorganized sector. The organized

retail sector occupies a)out "$ of the aggregate retail industry in India.

Sie #d ='t$ibuti' '& t!e $et#i% idu*t$1 i Idi#

In terms of value, the Indian %etail industry is worth 6"## )illion. India

retail industry is the largest industry in India, with an employment of

around +$. Its contri)ution to the ross -omestic roduct is a)out '#$,


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the highest compared to all other Indian Industries. The retail sector has

also contri)uted to +$ of the employment of the country. The organized

retail sector is expected to triple its size )y 2#'#. The food and grocery

retail sector is expected to multiply five times in the same time frame.

The maBor reason )ehind the low participation in the Indian retail sector is

the need for lumpy investments that cannot match up their )reak even

points. The government policies are )eing revised from time to time to

attract investments in this sector.


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RESEARCH METHODOLOGY

RESEARCH DESIGN

%esearch design is the strategy, the plan, and the structure of conducting a research

proBect. It is the common sense and clear thinking necessary for the management of

the entire research endeavor.

SOURCES OF DATA

P$im#$1 D#t#

The rimary data is collected )y a survey )ased on a 9uestionnaire. It is formulated onthe )asis of information carefully gathered )y me a)out various :indsets of the

people. This 9uestionnaire is mainly formulated to target the Common man to see his

perception and awareness of various financial services Gptions availa)le. The

num)ers of respondents targeted are around '## and the 5urvey was confined to

ucknow market. -ata are collected without any )ias people are free to give their

view for the services. rimary data were collected through a well structured

9uestionnaire designed separately for consumers.

Se='d#$1 D#t#2

The secondary data will )e collected directly from the companies and their we)sites

and internet surveys.

The various sources of collecting data are mentioned here under @ details of which

are given afterwards> !

3ewspapers

We)sites

ife *dvisor :anual

7ook

SAMPLE DESIGN


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* sample design is a definite plan for o)taining a sample from a given population. It

refers to the techni9ues or the procedure the researcher would adopt in the 5electing

items for the sample. The sample design may as well )e drawn from the opulation to

)e included in the sample i.e. the size of the sample. 5ample design is determined

)efore data are collected. -uring my study I have taken '## consultants as the size of

sample.

Sample Size

Since the targeted population were individuals it was not possible to

segregate the population and take the specific sample from it, hence random

sampling was done and then the collected data was regrouped as per

requirements. The data was collected from the random sample of 100 people.

I*t$umet U*ed

Instruments to )e used for the data collection are 9uestionnaire and schedule.


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ATA A4A(6S%S

For c&!tomer! #

'/ ?rom where do you purchase your garments usuallyM

5.3o. Topic ercentage $/

' antaloon '"

2 Cotton Country 2

" ?ashion 7ig 7azaar 22

& 0outons "#

%eliance %etail '#


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2/ Which )rand you prefer mostM


' antaloon '"

2 Cotton Country 22

" ?ashion 7ig 7azaar "#

& 0outons 2#

%eliance %etail '


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(/. 8ow often you go for shopping of garmentsM


' Gn festivalHoccasion "#

2 :onthly 2#

" Nuarterly '

& 3o restriction "


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"/ *re you aware of different )rands of garment in ucknowM


' Qes

2 3o D#


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&/ Which of following factor influence your )uyingM


' rice "

2 ook +

" Nuality '

& -esign '#

5tyle '+

D Eariety &

1 7rand 3ame '#


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/ Which marketing strategy attracts youM


' Aasy availa)ility "#

2 Eariety 2#

" *dvertisement 2#

& Gffers "#


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1/ Which extra feature do you want in 0outons garments M


' :ore variety 2+

2 Comfort '+

" ow price

& Gffers '&


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'#/ -o you wait for off season sale or other schemes in )randed garmentsM


' Qes

2 3o D#


49/63

''/ Which product you prefer in koutons M

Contents T!5hirts Feans arty wear ?ormal Gther

*ccerssories

:ale 2# "# '# " ?emale '# 2# " 2# '

0ids 2 '# ' '#


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+/ *re you )rand consciousM


' Qes

2 3o D#


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FOR RETA%(ERS

'/.*ccording to you which )rand garments are most prefera)le )y customer M


' 7randed "

2 3on!)randed #

" in 8ouse 7rands '


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2/ -o you think, promotion and discount increase sales of garmentsM


' Qes D

2 3o "


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"/. 8ow often do you give discounts on your store M


' Gnce a month '#

2 Gnce in three month "#

" Gnce in six month

& 3o criteria 2#


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&/.What is the reason for giving sales and discounts M


' Gver stock +

2 -emand from customer 2

" Induce customer to )uy

more company )rand

"#

& *dvertising and promotion

of company

"1


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/ What is the )asis of customer product preferences M


' Colour

2 rice

" 7rand 3ame

& -esign


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D/.What marketing strategies adopted )y companies M


' ood advertisement

2 romotion

" 5ales @ 5chemes


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1/ What is the effect in advertising in the customer preferencesM


' Increase in sales

2 :ore customer visit

" ood Image formation


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+/ -o you feel )ig )rands have more market shareM


' Qes '"

2 3o 2


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:5EST%O44A%RES

C'*ume$ bu1i) "$e&e$e=e* '& b$#ded )#$met* i

Lu=4'( (it! *"e=i#% $e&e$e=e t' K'ut'*

ue*ti'#i$e &'$ C'*ume$

Personal Details:

.ame/000000000000000000000000000

0

Address /

00000000000000000000000000

'ate/

000000000000000000000000000011

hone .o1 /

00000000000000000000000011

Age Group 23/345 34/64 5

64/78 5 78/above

Occupation/00000000000000000011

Annual Income group (per annum)

below 9 2:84:444

2:84:444/6:84:444


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)/ *dvertisement d/ Gffers

'"/ *re you satisfied with the price of the 0outons garmentsM

a/ Qes )/ 3o

'&/ Which extra feature do you want in 0outons garments M

a/ :ore variety c/ Comfort

)/ ow price d/ Gffers

'#/ -o you wait for off season sale or other schemes in )randed garmentsM

a/Qes )/ 3o

''/ Which product you prefer in koutons M

Contents T!5hirts Feans arty wear ?ormal Gther

*ccerssories

:ale

?emale

0ids

'/ *re you )rand consciousM

a/ Qes )/ 3o

SSSSSSSSSSSSSSSSSSSSSS

Thank You!


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/ What is the )asis of customer product preferences M

a/ Colour )/ rice

c/ 7rand name d/ -esign

D/.What marketing strategies adopted )y companies M

a/ ood advertisement )/romotion c/5ales @ schemes

1/ What is the effect in advertising in the customer preferencesM

a/Increase in sales )/:ore customer visit c/ood image

formation

+/ -o you feel )ig )rands have more market shareM

a/ Qes )/ 3o

(/ 8ow do you compete with )igger )rands in terms of advertisingM

*ns

2. Consumer Buying Prefrences of Branded Garments in Lucknow With Special Reference to Koutons

Documents