A

Research Project
On
“Study Of Market Feasibility Of Branded Apparel
Stores In Yamunanagar Region”
 INDEX

TOPIC PAGE NO.

1. INTRODUCTION 1-12

2. LITERATURE REVIEW 13-14

3. RESEARCH METHODOLOGY 15-17

4. OBJECTIVES 18-19

5. DATA ANALYSIS & INTERPRETATION 20-33

6. FINDINGS 34-35

7. SUGGESTION 36-37

8. LIMITATIONS 38-39

9. CONCLUSION 40-41

10. BIBILOGRAPHY 42-43

11. ANNEXURE 44-49

Questionnaire
INTRODUCTION
 INTRODUCTION TO THE PROJECT

The primary role of this study is to know the market feasibility of branded apparel stores in the
yamunanagar district. People are nowadays brand aware and wish to buy the best thing at best
prices. This study reveals the customer segment which is most attracted toward branded apparels.

In regard to the cut-throat competition in the apparel market, how the branded stores in
yamunanagar are able to survive under such a tough competition. This study reveals the
marketing strategies followed by the store owners to survive the competition and to maintain the
customer share.

This is entirely an Exploratory research and Analytical in nature. The method used for collecting
the primary data is through questionnaires and interviewing the perspective store owners and the
customers. The number of respondents is kept 50. The sampling area is the whole market of
yamunanagar district. The study reveals the financial position of the branded apparel stores in the
region. It will include the monthly sales of these apparel store owners.
 INTRODUCTION TO THE TOPIC

GENERAL INTRODUCTION
‘NEED’ the word which doesn’t have any boundary. It goes according to time. In ancient time
people just needed the food & shelter but as the time change they looked into the wearing
comfort, which means improvement in living standard. Time never stops. The invention of
cotton & the innovative ideas to use it for comfort was a revolution in the history. Then come
modern era which introduced ‘Textile’.

Textile unit of reliance manufactured various products such as dress material, synthetic suitings,
worsted suitings, sarees, furnishings and ready-mades. On one hand these product are of good
quality & durable but on other hand these are of bit costlier than others. That is why these are
approachable to only middle & upper class people.

This study is all about to know the market feasibility of the branded apparel showrooms in the
yamunanagar district and the different marketing strategies adopted by the store owners to grab
the major customer share of the area.

OVERVIEW OF INDUSTRY
The textile and apparel industry is one of the leading segments of the Indian economy and the
largest source of foreign exchange earnings for India. This industry accounts for 4 percent of the
Gross domestic Product (GDP), 20 percent of industrial output, and slightly more than 30 percent
of export earnings. The textile and apparel industry employs about 38 million people, making it
the largest source of industrial employment in India.

Competitive Position of India’s Textile and Apparel Industry

India’s share of global exports of textiles and apparels increased from 1.8 percent in 1980 to 3.3
percent in 1988. However, India’s export growth was lower than that of most Asian countries
during that period. The study identifies a number of competitive strengths of the Indian textile
and apparel industry:

 India has a large fiber base, and ranks as the world’s third leading producer of cotton,
accounting for 15 percent of the world’s cotton crop. India produces a wide variety of
cotton, providing operational flexibility for domestic textile producers. In the manmade
fibre sector, India is the world’s fifth largest producer of polyester fibres and filament
yarns and the third largest producer of cellulosic fibres and filament yarns.
  India is the world’s second largest textile producer(after China), and is diversified and
capable of producing a wide variety of textiles. The spinning segment is fairly
modernized and competitive, accounting for about 20 percent of world cotton yarn
exports.

 India’s textile and apparel industry benefits from a large pool of skilled workers and
competent technical and managerial personnel. India’s labour is inexpensive; hourly
labour costs in the textile and apparel industry average less than 5 percent of those in the
U.S. textile and apparel industry.

Although it is generally accepted that the clothing industry played a leading

Role in East Asia’s early export growth, the degree to which international
trade can be the basis of sustained economic growth for developing countries
has been questioned. Under what conditions can trade-based growth be a
vehicle for genuine industrial upgrading, given the frequent criticisms of low wage, low-skill,
assembly-oriented export activities? Do Asia’s Accomplishments in trade-led industrialization
contain significant lessons for other regions of the world?
India ranks among the top target countries for any company sourcing textiles and apparel.
Indeed, apart from China, no other country can match the size, spread, depth, and
competitiveness of the Indian textile and apparel industry. Moreover, the global elimination of
quotas at the end of 2004 has greatly enhanced the opportunities for sourcing from India..

INDIA: A GROWING SOURCE

India supplies over US$13 bn worth of textiles and apparel to the world’s markets. And exports
are growing rapidly as more and more buyers around the world turn to India as an alternative to
China. In 2005 – spurred by the global elimination of quotas – shipments to the EU soared by
30% and those to the USA shot up by 34%. These increases are remarkable, given that EU
imports from all sources rose by only 8% while US import growth was just 6%.

GROWING INTERNATIONAL COMPETITIVENESS

The reasons for India’s success are not hard to find. Apart from China, no other country can
match the size, depth, spread and competitiveness of the Indian textile and apparel industry.
India has a complete supply chain – from a vast raw material supply to high quality finished
products. Labour costs are among the lowest in the world. Indian firms offer experience,
entrepreneurship and design skills which Chinese firms find hard to match. The industry is also
highly versatile: smaller firms offer the flexibility needed for smaller orders while giant firms
have the capacity to service the world’s biggest buyers. Government policies have changed too.
As the Indian economy opens up to the outside world, foreign investment opportunities are being
transformed.
EXPANDED CAPACITIES, NEW TECHNOLOGY

Since the elimination of quotas, Indian firms have been gearing up to meet fast growing foreign
demand for their products. New capacities are being built, and competitiveness is improving as
new technology is installed at a dramatic rate.

WELL KNOWN NAMES BENEFIT FROM INDIA’S STRENGTHS

Leading foreign retailers and apparel brands are taking advantage of India’s strengths as an
alternative to China and other countries. Well known names include Carrefour, Decathlon, Gap,
H&M, JC Penney, Levi Strauss, Marks & Spencer, Metro Group, Nike, Reebok, Target, Tesco,
Tommy Hilfiger and Wal-Mart. In the post-quota era, these and new players will turn
increasingly to India for their sourcing requirements.

COLLABORATION AND JOINT VENTURES

India is opening up to the outside world. With economic liberalisation, there are new
opportunities for creating joint ventures aimed at supplying international markets. But there is
also scope for selling foreign brands in India’s huge domestic market.

RETAILERS ARE COMPETING WITH MANUFACTURERS BRANDED

MARKETERS ARE ADAPTING

In order to deal with this competition, branded marketers have adopted

several new strategies which will alter the content and scope of their global
sourcing networks: reassigning certain support functions (such as pattern
grading, marker making and sample making) to contractors; reducing their
purchase and redistribution activities, by handing them over to contractors, as well as their
supply chains, using fewer but more capable manufacturers; adopting more stringent vendor
certification systems to improve performance; and shifting their sourcing from Asia to the
western
hemisphere. In essence, marketers have recognized that overseas contractors can manage the
whole production process, restricting their competitive edge to design and brands.

With foreign producers providing similar quantity, quality and service as

domestic producers, but at lower prices, apparel manufacturers in developed countries have been
caught in a squeeze. They are responding in different ways. In the United States and Europe, an
“if you can’t beat them, join them” attitude has evolved among many smaller and middle-sized
firms. They feelthey cannot compete with the low cost of foreign goods and are defecting to the
ranks of importers.

For many larger manufacturers the decision is no longer whether to engage in foreign
production, but how to organize and manage it. These firms supply intermediate inputs (cut
fabric, thread, buttons and other trim) to extensive networks of offshore suppliers, typically
located in neighbouring low-cost countries with reciprocal trade agreements that allow goods
assembled offshore to be re-imported with a tariff charged only on the value added by foreign
labour.

The Indian apparel industry, which was traditionally dominated by small and family-run stores,
hascome of age. The apparel sector is the second largest employer after agriculture in the country
and alsothe second largest untapped market after China. There are some 12 million retail outlets
in India.Besides, the country is also dotted with low-cost kiosks and pushcarts. Organized
retailing is only 2%of the total retail industry over the past couple of years there have been
sweeping changes in the general retailing business, mainly in apparel retailing which was once
strictly a made-to-order market for clothing has changed to a ready-to-wear market. Flipping
through a catalogue, picking the color, size and type of clothing a person wanted to purchase and
then waiting to have it sewn and shipped was standard practice. Fashion element and design
content was minimal in the pre-1990s, owing mainly to the lack of national level brands. At the
turn of the century some retailers would have a storefront where people could browse, and new
pieces being sewn or customized in the back rooms. Among the few players who have been
catering to the branded market are Park Avenue, Charagh Din, Cotton county, Double Bull,
Koutons and Peter England. It took a quite long time for brands such as Allen Solly and Van
Heusen to create a respectable market share in the ready-to-wear market. Big players like Tata,
Raheja, Biyani, etc have intensified the competition with their professional retail chains like
Westside, Shopper’s Stop and Pantaloons. Recently, India is increasingly being looked upon as a
major supplier of high quality fashion apparels and Indian apparels have come to be appreciated
in major markets internationally.

TRENDS IN MEN’S APPAREL MARKET

Men’s apparel market is 46 percent of the total apparel market in India. Preference for
readymade garments is increasing and this has become inevitable with the rise in urbanization.
Whereas, women’s apparel market is 17 percent of the total apparel market in India. The
preference for the branded Western and Indo-western apparels among the working women is on
the rise, which is a welcome relief for the manufacturer and retailers of branded apparel. The
dressing habits are getting refined if not changed specifically among the working women. Kids’
apparel market is 37 percent of the total apparel market. Being the brand penetration in this
segment lowest at 9 percent shows a lot of potential for the branded players to exploit this
segment. The apparel market will be thrown open to competition in the year 2005, due to expiry
of Multi Fibre Agreement. Then there will be lot of demand in the western countries. After
China, India is being perceived as the next country with the biggest 'Growth Potential' due to its
cheap manpower and natural resources. The first decade of the 21st century will witness India as
the major player in the apparel business - partly because more industrialized countries like
Korea, Taiwan, etc. have moved into other industries - and partly because the Indian
Government believes in, and wants to grow the apparel export business, since it is a major earner
of foreign exchange. The following report covers various aspects of apparel retailing in India,
starting from global overview to future outlook of Indian apparel market. It also provides an in-
depth study of current Indian apparel market scenario, which includes manufacturing capabilities
and exports market. The report covers trends and expected market sizes of different product
categories e.g. Men’s wear, Women’s wear and Kid’s wear. Extensive analysis of consumer
behavior while purchasing different apparel categories, Michael Porter’s 5-forces analysis,
SWOT analysis and Supply chain management are provided in this report. The details of major
retailers and their financial dynamics have also been

The Indian men’s apparel industry is expected to burgeon at a CAGR of 14.86% from 2008 to
2010, according to new research report "Booming Men Apparel Market in India". The report
gives an insight into the expanding men’s apparel industry in India. It has been made to help
clients in analyzing the opportunities, challenges and drivers critical to the success of men
apparel industry.

Men’s apparel industry will increase at a CAGR of 14.86% during the two-year period from
2008 to 2010.
The demand for ready-made garments in rural India will surge at a CAGR of 16.50% to reach
Rs. 42918 Crore by 2010.
Increasing at a CAGR of 24%, branded apparel industry for men will cross Rs. 25,000 Crore by
2010.
Per capita GDP spending on apparel increased to 5.8% in 2006 from 4.9% in 2003.
In 2007, men’s apparel industry was mainly dominated by shirts (in value terms) accounting for
36.5% of total men’s segment.
The Indian fashion industry is expected to rise at a stupendous pace of 22.67% through 2012
from 2007.

TRENDS IN CHILDREN APPAREL MARKET

Children‘s apparel is a market that is growing rapidly today. Trends in the market are fast
changing. This article aims to analyze the market for kids‘ apparel in detail and explaining the
shift in focus that is taking place.

Children‘s apparel includes clothing for kids between 1 and 14 years of age. The market for kids‘
apparel in India exceeds Rs. 13000 crore, of which around Rs. 3000 crore is constituted by
branded kids‘ wear. The kids‘ wear market is growing at the rate of 10% per annum, which
makes it one of the fastest growing markets.

Some major changes in trends are taking place in the market for kids‘ apparel. One of the
important changes is the increasing preference for branded apparel. This shift is taking place on
account of changes such as a rise in the disposable income of the people and the increasing
influence of foreign culture. The other important change that is taking place in this area is the
emergence of kids as an independent buyer group. Influenced by mass media and peer pressure,
today‘s kids are more informed and self-conscious.
Armed with this knowledge, popular apparel brands are coming up with new collections that will
appeal to kids. Gini and Jony have come up with a collection of brightly colored apparel. Their
collection includes clothes in hues such as lilac, pink, plum, orange and citrus green.

Certain brands like Weekender have made an agreement with Walt Disney and Warner Bros.,
whereby they can make use of some of their famous cartoon characters in their apparel. The
brand is planning to make use of characters like Mickey and Minnie Mouse as well as Tom and
Jerry in the new line of children‘s clothing that they are planning to launch. This collection is to
benamed ‘Toon World‘.

Pantaloon and Gini and Jony have entered into a joint venture to set up a chain of retail stores for
children‘s apparel. Raymond has launched its first store for kids‘ apparel ‘Zapp!‘. DS
Corporation, which owns the Ruff Kids brand of kids‘ garments, is planning to expand.

Generally in India, the trend was that most of the people prefer buying functional kids‘ apparel
rather than branded ones. Children‘s garments were usually purchased from small stores and
from street shops, while branded garments were only bought by the very high status families.
This trend is gradually changing and the market for branded kids‘ clothing is growing.

Dungarees, shorts and shirts are the evergreen fashions in kids‘ apparel. Short skirts, tops with
puffed volume, halter tops, lace trims and cropped trousers are the in things in the world of
children‘s apparel in today‘s times.

Growth Opportunities

India, with a population of 1 billion people, has a huge domestic market. India’s middle class,
currently estimated at 200 million, is projected to expand to include nearly half the country’s
total population by 2006. Based on purchasing power parity, India is the fourth-largest economy
in the world, has the third-largest GDP in the continent of Asia, and is the second-largest
economy among emerging nations. India is also one of the fastest growing economies of the
world. Although the disposable income of the majority of the Indian population is low, as the
Indian economy grows, more consumers will have greater discretionary income for clothing and
other purchases after
meeting their basic needs. India’s huge domesticmarket offers the prospect of significant growth
opportunities in domestic textiles and apparel consumption, which is expected to result in
increased trade and foreign
investment, especially in certain product sectors. According to a 1999 study, themajor growth
areas for trade and foreign investment in India will be technical textiles (e.g., fabrics used in
aerospace, marine, medical, civil engineering, and other industrial applications), home textiles,
and apparel.
The S.R. Satyam Expert Committee (SEC), constituted by the GOI, also identified these sectors
as having the greatest growth potential and recommended various measures to promote these
sectors.
The staff research study highlights the following areas where foreign firms can potentially enter
the Indian market:
Demand for nonwoven textiles has been growing with increasing domestic
affluence, growing health consciousness to use more disposable clothes, and the cost effective
production of synthetic fibers in India. The liberalization of the Indian economy has created
opportunities to import machinery and technology at preferential tariffs and enter into joint
venture arrangements with foreign firms.

The technical textiles market in India has grown due to strong demand for
Automotive fabrics. India’s goal is to achieve an output level of $6 billion (10 percent of world
output) in technical textiles by 2005. The GOI plans to provide incentives and tax concessions
for this sector to attract foreign investment.

India’s home textiles market is dominated by the handloom and powerloom sectors, which cater
primarily to the low end of the market. The handloom sector is highly price competitive in terry
towels and for home furnishings. The powerloom sector is price competitive in bedsheets. The
composite mill sector dominates the brandedmarket,which is relatively small. Demand for
branded and quality home textiles has increased recently with increasing affluence among the
Indian population. Opportunities exist for the introduction of quality branded products into this
growing market.

India supplies 8 percent of the global demand for denim fabric. Per-capita denim consumption in
India is estimated at 0.1 meter, about one-fifth of the global average. Domestic demand is
expected to increasewith the accelerated growth in the Indian economy and increased consumer
spending on clothing. Capacity utilization of the Indian denim sector currently averages 50 to 60
percent. The deregulation of apparel production from the SSI sector under the NTP 2000 is
expected to encourage large apparel firms to enter the Indian market, thereby spurring domestic
demand for denim.

Opportunities exist for U.S. apparel producers to enter the Indian market through licensing and
joint ventures with local firms. The recent GOI decision to deregulate apparel production is
expected to help foreign firms establishing a large production base in India without any export
obligation.

WHAT IS MARKET FEASIBILITY:-

The portion of the economic potential for GHG emissions reductions or energy-efficiency
improvements that could be achieved under existing market conditions, assuming no new
policies and measures.

The capacity of a location, such as a country, to become or to grow as a demander of goods and
services that outside suppliers might provide. Various measures of market potential are provided
especially for emerging economies, intended as guides to exports and foreign direct investment.
The total level of sales achievable in a market assuming that every potential customer in that
market is buying, that they are using the product.

The maximum achievable combined sales volume for all sellers of a specific product during a
specific time period, in a specific market.

Market Potential and Market Sizing Analysis

Market analysis services from Mapping Analytics help us know the economic opportunity
available to you in any geographic market. Whether we sell to consumers, to businesses, or both,
market sizing provides intelligence you need to deploy sales and marketing resources effectively.

Benefits of Market Potential Analysis

• Understand market potential for a single store, network of stores or a new market
• Deploy resources effectively by ranking markets in priority order
• Forecast total opportunity in terms of number of customers and revenue potential
• Estimate your market share

Market Potential Analysis

Market potential analysis is a primary analytic service performed by Mapping Analytics. It

includes the people, experience, tools, and data required to perform sophisticated and accurate
market sizing.

A market potential analysis from Mapping Analytics may include:

• A customer profile to understand where to find more like them

• Market penetration and market share reports showing performance in existing markets
and expected performance in new markets
• Market ranking reports allowing you to prioritize resource deployment into new markets
• A geographic view of market opportunity on detailed maps.

PROMOTIONAL MIX USED BY THE STORE OWNERS:-

The ’promotional mix’ is a term used to describe the set of tools that a business can use to
communicate effectively the benefits of its products or services to its customers. The
promotional mix includes the following tools .
_ advertising
_ public relations
_ sales promotion
_ direct marketing
_ personal selling

The promotional mix is part of the wider marketing mix. To find out about
the marketing mix see the 10-minute Marketing Mix.

Why it is important

If customers don’t know what products and services you provide, then your business will not
survive in today.s competitive marketplace. Effective communication with your customers is
vital to ensure that your business generates sales and profits. By taking the time to develop and
implement an appropriate promotional mix, you will stimulate your target audience to buy your
products or services - and manage this within a budget you can afford.

What one should do

A successful promotional mix uses a balance of its five tools in a planned

and structured way . A single tool rarely works well in isolation. The challenge is to select the
right mix of promotional activities to suit your particular business at a particular time . and to
then use it correctly to achieve a result. The combination of tools you use will depend on the
target audience, the message you wish to communicate and the budget you make available. There
would be little point in advertising new gas boilers in a fashion magazine . much more
appropriate to advertise in a trade magazine for builders and gas fitters.

The basic aspects of a promotional mix are:-

Personal Selling :-Personal selling involves selling a product or service on a one to one basis.
This can either be done face to face or over the phone. In our promotional section we talked
about push and pull strategies. If the organisation is using a pull strategy to sell the product a
sales force will be required to make sure that retail outlets are looked after well, that they have
enough stock, are trained well so they can push the product onto the consumer. With a push
strategy the sales force will need to try and persuade retail outlets to carry stock of your product.
A process of helping and persuading one or more prospects to purchase a good or service or to
act on any idea through the use of an oral presentation. Examples: Sales presentations, sales
meetings, sales training and incentive programs for intermediary salespeople, samples, and
telemarketing. Can be face-to-face or via telephone.

Direct Marketing:-The aim of direct marketing is to create one to one relationships with the
organisations target market. Direct marketing can come in the form of post, email, telephone
calls and mail order. The company usually contacts a named person at the address.

Advertising:-Advertising can be defined as placing your message in any form of paid media.
Any paid presentation and promotion of ideas, goods, or services by an identified sponsor.
Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-
store displays, posters, motion pictures, Web pages, banner ads, and emails.
Advertising can have a number of objectives, these usually are

• To promote
• To remind
• To support
• To compete
• To persuade

You have two types of advertising. Above the line advertising is advertising placed in
TV, radio, newspaper and cinema. Below the line advertising is based around
advertising via direct mail, sponsorship and sales

Sales Promotion:-The aim of sales promotion is to increase short term sales and increase instore
or web traffic. The tactics used for this include loyalty cards, coupons, price promotions eg
BOGOF, point of sales, packaging promotion or web coupons. Incentives designed to stimulate
the purchase or sale of a product, usually in the short term. Examples: Coupons, sweepstakes,
contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins,
and exhibitions.

Public Relations:-Managing public relations is very important for the organisation. Image in
marketing is everything.. Having a good image helps the organisation develop a trust and a bond
between themselves and their customers. This good will is invaluble. Public relations activities
include, press releases. company literature, videos, websites and annual reports.

Sponsorship:-Sponsorship is about providing money to an event, inturn the product or company

is acknowledged for doing so. For example the Bejing Olympics in 2008 will partly be sponsored
by Panasonic. Sponsorship helps the company improve its image and public relations within the
market and usually the company attempts to sponsor a person or event that mirrors the image
they are trying to aim for. Nike for example have successfully sponsored the golfer Tiger Woods
for many years.

Viral Marketing:-Viral marketing occurs when consumers pass on or recommend your

product/company/website to others. This could be via email, or bulletin boards or word of
mouth. There have been many well known online viral marketing campaigns. These include The
Blair Witch Project and the establishment of Hotmail as a leading free email provider.

.
LITERATURE
REVIEW
 LITERATURE REVIEW

Experts note that recently most apparel companies have adopted a ‘quick response strategy’ in
order to reduce the development time and stock (Sawada, 2002) and make the delivery more
flexible. The researchers, such as (Bhamra, Heeley and Tyler ,1998), start introducing the
‘Concurrent Product Development’, which uses a multidisciplinary approach to delivery better,
cheaper and faster products to market, to the textile and clothing industry. For example, Zara, the
Spanish clothing chain, has adopted just-in-time production in order to gain flexibility and quick
response to fast changing fashion trends (Stengg, 2001).

Zara’s designers work closely with store managers and manufacturers. Since the designers get
access to real-time sale data and the manufacturers are up-date with new designs, the company
only needs three weeks to make the line from start to finish (cf: the industry average of nine
months).

In addition, New Look and George at ASDA also claim to have a product from design studio to
store display within three or four weeks (Hines, 2001), and H&M aims to cut lead times to just
fifteen days (Webb, 2001).

These examples indicate that a multidisciplinary approach has been widely adopted by the
apparel companies. However, it is clear that the full benefits of multidisciplinary approaches
have not utilised, since most companies employ this strategic approach only to reduce time to
market and cost rather than explore new ideas and opportunities that multidisciplinary teams can
bring. Although, the strategic approaches are closely linked to product development process,
there is no evidence that strategic thinking is presented in conceptual models or lead to any
differences in terms of the model’s structure.
 RESEARCH
METHODOLOGY
 RESEARCH METHODOLOGY
This study is analytical in nature. Analytical study means we have to analyze the things which
already exist. We have to analyze the things and interpret the result. It is an attempt to obtain a
complete and accurate description of a situation. Precise statement of the problem indicates what
information is required.

DATA COLLECTION
There are several ways of collecting the appropriate data, which may differ considerably in
context of money costs, time and other resources at the disposed of the researcher. Broadly data
collection methods can be divided in two categories:

• Primary Data Collection.

• Secondary Data Collection.

Primary Data:

For collecting primary data a questionnaire for the customers is being prepared, and that is being
used to collect the data from every individual. Customers are being interviewed with the help of
the questionnaire and it provides very important information for the study.

Secondary Data:

• Books
• Journals
• Internet
• Magazines
• Newspapers
• Reports and previous studies

1. Sampling Unit

It defines the target population that will be sampled i.e. it answers who is to be
surveyed. Sampling unit in my study will be Sellers of branded apparels.
2. Sampling Techniques:

This refers to the procedure by which the respondents should be chosen. In my study I
will use probability sampling of the following types:

• Simple random sampling

• Area sampling

In this case, simple random sampling is used.

Sampling Size:

It indicates the no. of people to be surveyed. Through large sample give more reliable results
than small samples but due to constraints of time and money the sample size was restricted to 50
respondents. In order to collect appropriate information I have taken sample size of 50
respondents from yamunanagar district.

Area of Study:

To study the market feasibility of branded apparels stores in district yamunanagar, sample survey
method has been implemented. Though other methods are also important, this method is given
prime significance in modern research because of its extensive use to study the relationships of
different factors, attitude and practices of society and to explore the problems that cannot be
treated by experiment methods.
OBJECTIVES
 OBJECTIVES OF THE STUDY

• To study the financial position of branded apparel showrooms in yamunanagar district.

• To know the marketing strategies adopted by the showroom owners to survive the
competition.

• To know the market potential of branded apparel showrooms in yamunanagar district.

DATA ANALYSIS AND
INTERPRETATION
 CLASSIFICATION AND TABULATION OF DATA

CLASSIFICATION:-
Classification is a process of arranging the data into sequences and groups according to their
common characteristics or spreading them into different related parts.

CLASSIFICATION OF DATA:-
The data can be classified on the following four basis:

Quantitative -according to magnitude

Geographic -according to city, district etc.

Qualitative -according to attributes

Chronological -according to occurrence of events in time.

TABULATION:-
Tabulation is the process which involves combining and totaling of the collected data.

TABULATION OF DATA:-
It is one of the most important device of presenting the data in a condensed and readily
comprehensive form and attempts to finish the maximum possible space without sacrificing the
quantity & usefulness of data.

Tabulation means the systematic presentation of the information contained in the data in row &
columns with some salient features or characteristics.
 ANALYSIS AND INTERPRETATION OF DATA

After tabulation the data must be analyzed. Researcher, often use statistical interpretation which
concentrates on what is average or what is deviates from the average statistical interpretation
shows how widely resources vary, how they are distributed in relation to the variable being
measured. Statistical markets rely on estimated errors or deviation from the true value of
population. The analysis & interpretation of data may lead the researches to accept or reject the
hypothesis being selected.

The raw data collected in questionnaire was completed & presented in percentage & non-
percentage tables from each of the items of the interview schedule. The table are analyzed &
percentage in relation to the objective of the study.
 DATA ANALYSIS & INTERPRETATION

Q1. What are your current monthly sales?

50,000-1,00,000 6
1,00,000-1,50,000 30
1,50,000-2,00,000 12
Above 2,00,000 2

As shown in the chart above 60% sales range in Rs 1,00,000-1,50,000, 24% in 1,50,000-
2,00,000, 12% in 50,000-1,00,000 and only 4% above 2,00,000.
Q2. What profit margin do you keep in sales?

0-10% 2
10-15% 9
15-20% 24
20-25% 15

As we can clearly see that maximum number of store owners (48%) keep their profit margins in
the range of 15-20%, 30% keep in range of 20-25%, 18% in 10-15% and 4% in 0-10%.
Q3. What kind of customers do you serve?

RURAL 1
URBAN 22
BOTH 27

It can be seen that 54% of the store owners serve both rural and urban customers, 42% serve only
the urban customers and 4% serve only rural customers.

Q 4: Which age group customers do you serve more?

CHILDREN 3
YOUNGSTERS 28
MIDDLE AGED 15
OLD 4

Here we can see that 28 store owners serve the youngsters more, 15 serve the middle aged, 4
serve the old customers and only 3 store owners serve children.

Q 5: Is your investment justified with your profits?

 YES 18
NO 10
ALMOST 22

The data clearly shows that the store owners have a maximum share In the say that their
investments are not satisfied with their profits. 54% of the store owners said no,30% said almost
and 16% said yes.

Q 6: What kind of pricing strategies do you adopt?

PREDATORY PRICING 8
MARKET SKIMMING 2
EDLP 14
ACCORDING TO MARKET DEMAND 26

52% stores charges according to the market demand whereas 28% stores adopt EDLP, 16% uses
predatory pricing and only 4% (WILLS & PROVOGUE) uses the market skimming pricing
strategies.

Q 7: What kind of promotion mix are you using?

PRINT MEDIA 10
ADVERTISEMENTS 12
SPONCERSHIPS 3
EVENTS AND CAMPAIGNS 4
SALES PROMOTION 21

42% say that they use sales promotion, 24% say advertisements, 20% uses print media, 8% use
events and campaigns and 6 % uses sponcerships.

Q 8: What kind of product range do you offer?

KIDS WEAR 2
GENT’S CLOTHING 19
WOMEN’S WEAR 2
BOTH MEN & WOMEN WEAR 27

54% of the total sample offers both men and women clothing, 38% sells only men’s wear, 4%
offers kids and women’s wear.

Q 9: Do you have more than one branch in the surrounding area?

YES 4
NO 34
PLANNING TO OPEN 12

68% of the store owners said that they only have one branch in this region whereas 24% said
they are planning to open more branches in this region and 8% said they already have more than
one branch in the area.

Q 10: Are you satisfied with your sales?

HIGHLY SATISFIED 2
SATISFIED 20
DISSATISFIED 22
HIGHLY DISSATISFIED 6

22 store owners are dissatisfied from their sales which is a big share, 20 people are satisfied, only
2 people are highly satisfied, and 6 people are highly dissatisfied from their sales.

Q 11: Are you satisfied with the facilities provided to you by the company?
HIGHLY SATISFIED 11
SATISFIED 24
DISSATISFIED 9
HIGHLY DISSATISFIED 6

53% are quite satisfied with the facilities provided by the company, 24% are highly satisfied,
20% are dissatisfied and 3% are dissatisfied.
FINDINGS

FINDINGS
 Objective 1: To study the financial position of branded apparel showrooms in
yamunanagar district.
Findings:
1. A very few percentage of store owners are enjoying sales higher than Rs.2,00,000.This
shows that majority of the apparel stores are running average business.

2. Maximum share of the store owners is not enjoying full benefits of its profits over the
investments incurred by them.

Objective 2: To know the marketing strategies adopted by the showroom owners to survive
the competition.
Findings:
1. The store owners basically charge the prices according to the market demand and the
prices provided by the company itself.
2. The main promotional element used by the store owners is the sales promotion. It
includes discounts, schemes, coupons etc.

Objective 3: To know the market potential of branded apparel showrooms in

yamunanagar district.
Findings:
1. Both rural and urban customers contribute to the sales of a growing branded apparel stores. An
appropriate mix of the two is making the stores to survive.

2. Youngsters are the major attractive target segment for most of the store owners. This may
be due to the increasing craze of fashionable clothes among the youngsters.

3. The store owners are planning to open more branches in the respective region in order to
cover maximum potential area.
4. Most of the store owners are striving for their survival due to the opening of a number of
other branded apparel stores in the region.

5. The store owners are lagging in variety of the apparels and do not readily update to the
change in seasonal trends.
SUGGESTIONS
 SUGGESTIONS

1. The store owners should emphasize on use of an appropriate promotion mix, using a
proper proportion of each and every element of the promotion mix.

2. Specialty stores are not found to be successful in this small region, so the owners must
keep a mix range of all the segments like, kids, men’s and women’s wear.

3. The store owners should make efforts to attract both rural and urban customers in order to
survive and commence business more effectively.

4. The stores should offer wide range of variety of assortments to the customers, as the trend
changes with the change in time so youngsters want latest trendy clothes.

5. The store owners should adopt cost cutting strategies to increase their profits by cutting
costs.

6. The investments should be low at the beginning and increased thereafter if there is a hike
in sales.
LIMITATIONS
 LIMITATIONS OF THE STUDY
In every Research whether it is done at the lower level or at the upper level, It consists of some
limitations. During my research, I have also faced some limitations. These are stated as under:
 Availability of Time: - For conducting a research one should have the availability of
time so that he should provide time to the research. As I am a student so it was
impossible for me to provide time.

 Small sample Size: - The sample that I have taken was not enough. It does not represent
the whole set of population.

 Biased Responses: - Some respondents were not cooperative, I found biased responses
from them, they were taking the things in a wrong manner.

 Limited Area: - The sample which is taken in the record is from the very small area as
compared to large population town. So there may be deviation due to this sample.

 Lack of Experience: - Lack of experience was also a big limitation in this as I was not a
trained person in this.

 Budgetary Constraints:- I was also lacking in budget which is essential for getting the
responses from the respondents.
CONCLUSION
 CONCLUSION

The following conclusions can be drawn from the findings and analysis of the survey conducted:

The competition is really hiking up in the yamunanagar apparel market. The unbranded stores
like shoppers stop are grabbing a major share of the customers. Majority of the store owners are
striving for the survival and very few stores are enjoying handsome profits and growth.

The marketing strategies utilized by the store owners are usually the one which are preferred by
their parent company. Very few of them are using the promotion of their own. Basically sales
promotion schemes are mostly used by these store owners.

The market has a major share of young customers. They are always looking for latest fashion and
trends to keep them in pace with the moving world. The store owners do not offer a wide range
of variety in their assortment. Due to the previous stock, store owners are reluctant to order a
new stock.

Assortment planning and budgetary control holds the key to the future success of store owners.
In order to fully obtain the benefits of their business, they will have to improve the variety and
customer perception as a whole.
BIBLIOGRAPHY
 BIBLIOGRAPHY
BOOKS:-

1. Kothari, C.R, Research methodology, methods & techniques, new age

international ltd. Publishers, Second edition, P.no27-42.
2. Gupta, S.P. Statistical methods and techniques, Sultan Chand & Sons.
Educational Publishers, New Delhi,P.no237-241,628-629
3. Strategic brand management, entrepreneurship, Kevin k Keller.

MAGAZINES:-

1 Article by G.Madhawan, Indian Journal of Marketing, July 2007.

2 Article by S.Ramakrishnan, Indian Journal of Marketing, August 2008.

WEBSITES:-

1. www.icmrindia.org/casestudies/catalogue/Business
%20Reports/BREP018.htm

2. www.fibre2fashion.com/news/association-news/msme/newsdetails.aspx?
news_id=40680

3. www.tradeindia.com/manufacturers/indianmanufacturers/branded-
apparels.html

4. www.clickindia.com/search.php?q=branded+apparels
5. www.mapsofindia.com/sponsors/fashion-and-textile/apparel-designers-
india/

ANNEXURE
 QUESTIONNAIRE

I am doing a survey and this survey is being conducted in lieu of the partial fulfillment of
dissertation for the degree of MBA and means no business . In this regard I wish to avail your
kind cooperation.

Q 1: What are your current monthly sales?

A1: 50,000-1, 00,000 1, 00,000-1, 50,000

1, 50,000-2, 00,000 Above 2, 00,000

Q 2: What profit margin do you keep in sales?

A2: 0-10% 10-15%

15-20% 20-25%
Q 3: What kind of customers do you serve?

A3: Rural Urban Both

Q 4: Which age group customers do you serve more?

A4: Children Youngsters Middle aged Old

Q 5: Is your investment justified with your profits?

A5: Yes No Almost

Q 6: What kind of pricing strategies do you adopt?

A6: Predatory pricing

Market skimming

EDLP

According to market demand

Q 7: What kind of promotion mix are you using?

A7: Print media

Advertisements
 Pomphlets, Banners

Events

Sale promotions

If any other …………………………

Q 8: What kind of product range do you offer?

A8: Kids wear Gents clothing

Women’s wear Both men & women clothing

Q 9: Do you have more than one branch in the surrounding area?

A9: Yes

No

Planning to open

Q 10: Are you satisfied with your sales?

A10: Highly satisfied

 Satisfied

Dissatisfied

Highly dissatisfied

Q 11: Are you satisfied with the facilities provided to you by the company ?

A11: Highly satisfied

Satisfied

Dissatisfied

Highly dissatisfied

PERSONAL PROFILE

a) NAME ………………………………………………………..

b) PLACE ………………………………………………………..
c) AGE

i. 18-27

ii. 28-42

iii. 43-57

iv. 58-above

d) SEX

i. Male

ii. Female