Consumer Interest in

Customized T-shirts
MEHTHODS of BUSINESS RESEARCH (Research Proposal)

Submitted To: Miss Kausar Saeed

Submitted By: M. Basim Zia

ID# 9294

Date: 8th March 2010

 TITLE

The topic of my research is “Consumer Interest in Customized T-shirts.

INTRODUCTION

PROBLEM STATEMENT

The research is based upon an idea of a new product to be launched. The

product is t-shirts which are customized according to the customer’s design.
Since there is a huge market in t-shirts, to differentiate among those existing
products is to give the customers the option of customization; exactly the
way they want it. In light of this concept, the problem statement came to be:

Will the consumers be interested in customized t-shirts?

OBJECTIVES

The objectives defined for this research are as the following:

 To find out the awareness level of the consumers about customized t-

shirts.

The basic need was to find out the obvious, but only because so I can have a
basic understanding of the existing market of t-shirts of any kind.

 To measure how far customized t-shirts will be preferred over ordinary

t-shirts.

By this objective I want to determine the acceptability of the concept of

having a t-shirt customized as the customer would want, like other normally
stitched clothing which is customized as per their need.

 To check the effect of pricing on consumer buying behavior.

With the concept of a t-shirt customized as they would want, the price of the
regular t-shirts that the consumers buy, to see how much they are willing to
spend for this value added product.

 To determine how choices are influenced by trends.

The product will have to incorporate the genre of choice with the design of
the t-shirts. This is to understand how the product must be like in the shelf to
show examples of the product. If the customer likes to wear sporty t-shirts,
then the material and the design will be sporty, if the customer likes trendy
t-shirts, then it’ll be made accordingly.

HYPOTHESIS

1 HYPOTHESIS
ST

Ho: Pricing has an influential effect on buying behavior.

Ha: Pricing does not have an effect on buying behavior.

2 HYPOTHESIS
ND

Ho: Youth is indifferent to latest fashion trends.

Ha: Youth follows the latest fashion trends.

3 HYPOTHESIS
RD

Ho: Customized t-shirts will be preferred over ordinary t-shirts.

Ha: Customized t-shirts will not be preferred over ordinary t-shirts.

4 HYPOTHESIS
TH

HO: Style is more important than price.

Ha: Style is not more important than price.

LITERATURE REVIEW
With the increasing demand for t-shirts, the clothing market’s casual section
keeps growing annually. Many different types of t-shirts are available in the
market; some of which are sporty, while others are trendy and casual.

Pic-Wear is a new company which offers casual clothing for the masses. The
company is working to launch t-shirts, with the nature of being customized
according to the customer’s demand. There is a huge market for these shirts
as the research findings have provided insight into market trends for
customized shirts. Pic-Wear needs to tap into these market opportunities
before a competitor does so.

The design of the t-shirt itself including any image can be made as per the
customer’s preference. In other words, we will be giving the customer the
freedom to design his or her t-shirt as they want – provided it does not bear
any immoral/unethical images or statements.

METHODOLOGY

SAMPLE DESIGN

A survey of 100 individuals from different localities will give a better result
with eligibility of respondents of at least 18 to the age 25 years of age. A
questionnaire consisting eighteen questions will is designed for the research.

RESEARCH DESIGN

The survey research method will be a basic research design with

respondents filling a questionnaire of 18 questions. These questionnaires will
be filled in different localities of Karachi. And the sample size will be 100 and
it’s a convenience sampling.

DATA ANALYSIS

SPSS software will be used as a tool for the data process and its analysis.

LIMITATIONS

 LIMITED BUDGET
  Due to the limited budget, the questionnaire could not be
conducted on a large scale to cover a larger representation of
the population.

 DIVERSIFICATION OF RESPONDENTS

 As for diversity within the respondents, I am planning to use

two business schools and one art school.

 FINE TUNING OF QUESTIONNAIRE

 I do believe that the questionnaire which I have designed is

not a perfect one, since there is always room for
improvement.

QUESTIONNAIRE

Note: I am a student of IoBM conducting a research about the concept of customized T-shirts,
which is a part of my course requirements. This research studies the perception and behavior of
consumers towards the concept. For this research I need you to fill out the following
questionnaire, your assistance will be appreciated and your personal information will be kept
confidential.

Please mark a Tick () against your answer.

1. Do you wear T-shirts?

 Yes

 No

2. Do you wear Branded T-shirts?

 Yes
  No

3. If yes, which Brand do you prefer?

 Nike

 Adidas

 Levi’s

 Any other _________

4. Have you ever thought about designing your own T-shirt?

 Yes

 No

5. Would you like a T-shirt to be customized as you want? Place a check mark
on the scale.

Would _____:_____:_____:_____:_____Would not

6. Below are lists of features that are part of the product. How important is each
feature to you? Circle one answer for each feature.

Not at all important Extremely

important

Price 1 2 3 4 5

Quality 1 2 3 4 5

Style 1 2 3 4 5

Comfort 1 2 3 4 5
 7. Do you follow the latest fashion trends?

 Always

 Sometimes

 Indifferent

 Rarely

 Never

8. To what extent do you consider pricing as an influence on buying behavior?

Please circle one answer.

Most important 7 6 5 4 3 2 1 least

important

9. Majority of the youth follow the latest trends.

 Strongly disagree

 Disagree

 Uncertain

 Agree

 Strongly agree

10.Would you prefer wearing customized T-shirts on special occasions/events?

 Yes

 No

11.If yes which occasions/events? Please specify as many as you can.

_________________________________________________________________________
_________________________________________________________________________

12.Other than the product itself. Which of the following would most influence
you when deciding to buy a customized T-shirt?

 Word-of-mouth

 Advertising

 Tradeshows/events

 Other__________

13.Out of 100% please assign % as per your preference to the following factors.

 Price ____

 Style ____

 Quality ____

 Affordability ____

 Comfort ____

 Availability ____

14.If you knew that the average price of Customized T-shirts was Rs 850, would
you expect to pay more or less to buy the product?
  (20-30%) more

 (5-10%) more

 No more, no less

 (5-10%) less

 (20-30%) less

15.Age _____

16.Gender

 Female

 Male

17. House Hold Income

 10,000 – 20,000

 20,001– 40,000

 40,001 – 60,000

 60,001 – 80,000

 80,000 plus

18. Name (Optional)

_______________________________