A SYNOPSIS OF PROJECT REPORT TITLED

CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS

Submitted to Bangalore University for the partial fulfillment of the degree MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY DEVANAND.G.ENGLE
Registration No: 09P6CMA015 UNDER THE GUIDANCE OF

DR.B.S.SURESH BABU

COMMUNITY INSTITUTE OF MANAGEMENT STUDIES 2ndBlock, JAYANAGAR, BANGALORE 560011. 2009-2011

TITLE OF THE PROJECT:

CONSUMER PERCEPTION AND BRAND PREFERENCE FOR PREMIUM BRANDED SHIRTS

INTRODUCTION: Readymade garments are popular type of outfit preferred by many in the present day market. Shirts used for formal wear are no exception to this. Bangalore market has many such Branded products. However the well known brands are Van Heuisen, Louis Phillipe, Arrow, Allen Solly, Zodiac and Park Avenue. Availability of many brands makes it interesting for a marketer to follow market trends in order to sustain survive and grow in the market.

STATEMENT OF THE PROBLEM: In an era of intense competition, particularly in the sector-Readymade garments, there is needed to know the perception of consumers from time to time. It is essential to understand the changing needs in order to respond and meet the market requirements.

OBJECTIVES OF THE STUDY: The objectives of the study are to; Know the level of Brand awareness amongst the consumers. Study the consumer perceptions towards premium branded readymade formal shirts. Understand what factors influence the purchase of Branded formal shirts. Know the preferred promotion tools and techniques that attract the consumers. Assess satisfaction level of consumer of premium branded readymade shirts. To know expectations of consumers from premium brands.

SCOPE OF THE STUDY: The research study is confined to only branded shirts and the area coverage is limited Bangalore city.

LIMITATIONS OF THE STUDY: The sample is restricted to only 100 consumers due to time and fund constraints. The study is limited to Bangalore city only. METHODOLOGY OF THE STUDY: The methodology proposed to be adopted is through conduct of a survey (i.e. use of primary and secondary data).

PRIMARY DATA: Primary Data is the first hand information collected during the research. These are the original observations collected from the targeted segment of different methods. The Primary Data is collected through structured questionnaires and Direct Interview. SECONDARY DATA: The Secondary Data is collected through the materials of the organization, books, journals, Business magazines and Internet. SAMPLE SIZE The total sample size for the data collection for the research was 100 respondents. SAMPLING METHOD: Sample selection is by convenience sampling method. EXPECTED CONTRIBUTION FROM THE STUDY: It helps the company in taking corrective measures where ever required. It enables a new business to make suitable marketing strategies.

CHAPTER SCHEME: Chapter 1: Introduction Chapter 2: Research methodology Chapter 3: Industry profile Chapter 4: Company profile Chapter 5: Data Analysis and Interpretation Chapter 6: Findings Chapter 7: Recommendations Chapter 8: Conclusion Bibliography

DEVANTAGI SHIVARAJ 09P6CMA015

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