V I D YA L A N K A R S C H O O L O F I N F O R M AT I O N T E C H N O L O G Y S . Y. B . M .

S - C

RESEARCH PROJECT

TEACHER INCHARGE : M R S . S WAT I V I S P U T E

Introduction

Literature review

Problem statement Research method

Questionaire Sample Method of analysis

Conclusion

Overview of the project

Members part of the Research

Group members: Name Monit Chauhan Bhavesh Chhajed Vikas Jain Stewart Serrao Sorabh Shandilya Bhavani Singh Shekhawat Kaveshna Shete Mohd. Arif Shaikh Roll no 11B906 11B908 11B916 11B940 11B942 11B943 11B944 11B953

Declaration
We hereby declare that we have made this project to the best of our capability and the information provided inthe report istrue to best of knowledge.

ACKNOWLEDGEMENT
We are thankful to our professor Mrs. Swati Vispute forher guidance throughout our project work. We are grateful to all our respondents who made time to give us the information.

Introduction
We had a group discussion regarding which topic to choose. We wanted to choose such a topic on which research is possible.The first step we did is that, we told our group members to suggest us some topics for research. Our members suggested around 3 to 4 topics, but we came to a conclusion to choose the above mentioned topic. This innovative topic was suggested by our Group member Mohd. Arif Shaikh.The reasons why we chose this topic is because of the following reasons: 1.We are teenagers and in this 21st century every single student prefers buying branded products. 2.We want to study the Human Psychology behind this

Aim
The main Aim behind doing this survey was study the Human Psychology behind brands.

Literature review
Teens and brands the preponderance of rather limited literature on teen brand attitudes has focused on the influence of socialization agents. In 1977early research showed that parents influence children's clothing brand choices by acting as role models as per the research conducted by Ward and Wackman. In 1990 according to a research done by Bearden and Randall ,Adolescents frequently communicate with their peers prior to making purchases in order to maintain group identity.In 1997, Shim and Koh found that teens that interact more with peers about consumer matters exhibit a more brand-oriented decision making style.In 1999,Darley said that Clothing offers teens a means of self-expression or a way of coping with social situations. In 2000, McLaughlin argues that echo-boomers are skeptical of advertising because they have been inundated with it.In 2001, Auty and Elliott seem to hold similar views as they contend that conforming to the fashion that is accepted by the group is more important than choosing brands that express one's own identity.In 2002, Taylor and Cosenza argue that self-expression is especially

important to the echo-boomers and found that clothing style, look and fit were the three most important clothing selection criteria used by 16 to 19 year-old females. They also found that this age group was preoccupied with social acceptance, social affiliation and "coolness" attached to make the "right" clothing choices. Interestingly, brand/label received the lowest ranking in the study by them. However, as noted by Weiss in 2003,echo-boomers tend to not be brand loyal.Indeed, the average American 21 year old has been exposed to 3,000 marketing messages a day throughout their lifetime.In 2005,Dotson and Hyatt examined the impact of gender on peer group influence and found that girls report being more influenced by peers than do boys in terms of their preference for certain clothing brands. United States American teens have a healthy appetite for apparel. According to the Packaged Facts (2007) "Teen Market in the U.S. Report," the 26 million American 12- to 17-year olds earn an aggregate income of $80 billion. Spending on and by U.S. teenagers is forecast to exceed $208 billion by 2011, an increase from $189.7 billion in 2006.

Hypothesis
As mentioned in the above literature review,there is limited information about about any research conducted in India. There is also no research conducted on preference of college students. The research we are conducting is going to be a unique in its nature and it will be one in its kind. Therefore we are going to test the following hypothesis in our project. H1: College students prefer brands for social status H2: College students value money and buy quality brands

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Problem Statement:-

Preference of Brands For College Going Students

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Sample for research:As our topic emphasizes on college going students,we have decided to interview students from 5 colleges in Mumbai. The colleges we have chosen is given below: Vidyalankar school of information technology(VSIT),Wadala South Indian Education Society(SIES),Sion Poddar College,Matunga Guru Nanak Khasla College,Matunga Ramnarain Ruia College,Matunga

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Method of Data collection

As we are college going students and we dont have the funds to interview a large number of people so we decided to interview a maximum of at least 50 people. We decided to collect 5 samples from each college. We divided our work equally among all our members. We decided to save paper as well as our funds. To perform the above function we decided to use technology. We used Google docs to prepare our questionnaire online. After designing the questionnaire we used Samsung Galaxy tab to conduct the research. We used three techniques to collect the data for further analysis. 1.Interview 2.E-mail 3.Social networks.

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Number of daily responses:As soon as our proposal was ready we decided to start our research as soon as possible. To proceed with our research ,we kept an ultimatum of completing the Data collection. We kept an ultimatum of completing it in 7 days. But we finished it well in advance before time because of our group coordination.

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Analysis of data collected

Gender :
We did not want to have a bias study of our research for that reason we decide to collect samples in the ratio 65:35. In total samples collected of are: Gender Male Female Other No of samples collected 32 18 Nil Percentage 64 36 Nil

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Reputation factor
Yes Male Female Total 18 7 25 No 14 11 25

The second question asked by us was whether the respondent uses brands for social status. In totality including male and female the responses resulted in a tie, but a major of male participants said Yes as compared to the female participants and vice versa. Therefore we came to conclusion that most males prefer brands for their social status.

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The graphical representation of the above data:-

18 16 14 12 10 8 6 4 2 0 Yes Male Female No Yes No

The pie chart of the above data:-

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Brand preference by Family Members

Yes Male Female Total 19 12 31 No 13 6 19

The third question we asked was whether their family members prefer brands. In this question there was a difference in our samples collected, wherein majority of their families prefer brands. In gender wise both males and female said that their family also prefers brands. Therefore we came to a conclusion that if there might be a possibility that, the preference for brands may be inculcated by them through their family genes.

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The graphical representation of the above data:-

20 18 16 14 12 10 8 6 4 2 0 Male Female Yes No

The pie chart of the above data:-

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Brands as an item of Show-off

Yes Male Female Total 9 7 16

No 23 11 34

The fourth question we asked was do you use brands as an item of show-off. The answers were giving majority No, as per we expected while framing this particular question. But it was surprising as some females use brands for show-off. Therefore we came to conclusion that most people dont use brands as an item of show-off.

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The graphical representation of the above data:-

25

20

15

Yes No

10

0 Male Female

The pie chart of the above data:-

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Impression
o Yes Male Female Total 11 3 14 No 21 15 36

The next question we asked was whether they wear brands to impress others. The answers were giving majority No, as per we expected while framing this particular question. In the male samples some part fo them said yes while the majority said No.The female samples also gave a majority to the No. Therefore we came to conclusion that most people dont use brands to impress others.

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The graphical representation of the above data:-

35 30 25 No 20 15 10 5 0 Male Female Yes

The pie chart of the above data:-

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Imitate other(with respect to brands)

Yes Male Female Total 8 4 12 No 24 14 38

The next question we asked was whether they imitate others by the brands they wear. In this question again we received a majority No.the answers by both were supporting the majority. Therefore,we came to a conclusion that most of them dont imitate others by the brands they wear.

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The graphical representation of the above data:-

25 20 15 10 5 0 Male Female Yes No

The pie chart of the above data:-

Yes 24%

no 76%

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Financial Status
Yes Male Female Total 23 14 37 No 9 4 13

The next question we asked was whether they keep their Financial status in mind before buying brands. In this Question the majority answers were Yes.Even while checking the gender wise the majority was Yes.The few yes we have recieved may be from the higher class people. Therefore we came to a conclusion that most people keep their Financial status in Mind before purchasing brands.

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The graphical representation of the above data:-

Female

Yes No Male

10

15

20

25

30

35

The pie chart of the above data:-

No 26%

Yes 74%

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Brand Loyalty
Yes Male Female Total 17 8 25 No 15 10 25

The next question we asked was based on brand Loyalty. The majority was leveled wherein half of them said Yes and half said No.In this question majority of the Males said Yes,and the majority of the females said No. Therefore we came to a conclusion that some people are brand loyal whereas some prefer switching brands.

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The graphical representation of the above data:-

Female No Yes Male

10

15

20

The pie chart of the above data:-

No 50%

Yes 50%

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Brand Loyalty
We asked our respondents to answer describe their answer; some of the words used by them are given below. I am not brand loyal i buy the best that suits me. I like to stick to a particular brand. Brands are for people who are conscious of their outer appearance We derived a conclusion after reading the responses is that people who are brand loyal stick to a particular brand. People who switch brands buy the best what suits them.

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Preference of brands
Some of their answers were:o Quality o Reputation o Cool factor o Pleasure o Value for money o Impression o Reliable o Comfort o Social status

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Conclusion
After doing this entire project we can conclude that most of the teenagers of this generation prefer brands. But there are also some factors that affect it. Teenagers in todays world have started thinking before doing anything. They prefer being their selves rather than imitating others. They prefer to select the best for them. They are also become smart and have value for their money and keep quality as their motto.

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Findings
From the research conducted by us we have found out that teenagers prefer brands. We also proved our first Hypothesis to be partially wrong,wherein we the majority was levelled. Our second Hypothesis was successfully proved right,wherein teenagers have become smart and have a value for money and quality.

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Questionaire
We formed a 9 question in the questionaire required for the research. 1.Do you use brands for your social status? o Yes o No o Other 2. Does ur family prefers branded items? o Yes o No 3. Do you use brands as an item of show off? o Yes o No 4. Do you wear brands to impress others? o Yes o No 5.Do you Imitate others by the brands they wear? o Yes o No

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6. Do you keep Your financial status in mind before buying brands? o Yes o No 7.Are you brand loyal or you switch brands? o Yes o No 8. On The Above Question Asked About Brand Loyalty Please Answer In Two To Three Lines (For Eg. If Yes Then Why Yes & If No Then Why No) o Answer

9.Why do you prefer brands? o Answer

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