Professional Documents
Culture Documents
By
ANOOP. V
of
A PROJECT REPORT
Submitted to the
Of
JUNE, 2008
BONAFIDE CERTIFICATE
BONAFIDE CERTIFICATE
_______________ ___________________
Supervisor Director
__________________ __________________
Internal Examiner External Examiner
ABSTRACT
ABSTRACT
The simple random sampling technique is used. To find out the preferences,
questionnaires have been issued and responses collected from 400 respondents.
The results showed that most customers prefer printed cotton t-shirts. Most of
them prefer comfort fit. And they would like to have price range of Rs. 300 to Rs.
500. Most of them prefer Indian brands of t-shirts. The customers consider quality as
the most important factor when choosing a t-shirt.
I express my sincere thanks to all the respondents who gave their honest
response to my questions. I express my profound gratitude to my Parents & Friends
for their help and encouragement. I also take this opportunity to thank all those
creative minds and helpful hearts for their assistance in completing this project work.
CONTENTS
CONTENTS
Chapter Particulars Page
No. No.
ABSTRACT(ENGLISH) iii
ABSTRACT(TAMIL) iv
LIST OF TABLES vii
LIST OF FIGURES ix
1 INTRODUCTION
1.1 INDUSTRY PROFILE 1
1.2 COMPANY PROFILE 4
1.3 INTRODUCTION TO THE PROJECT 6
2 REVIEW OF LITERATURE 9
3 AIM OF THE PROJECT
3.1 Objectives of the study 11
3.2 Scope of the study 12
3.3 Limitations of the study 13
4 RESEARCH METHODOLOGY
4.1 Introduction 14
4.2 Research design 14
4.3 Sampling design 14
4.4 Sources of data 15
4.5 Tools used for analysis 15
5 DATA ANALYSIS AND INTERPRETATION 18
6 SUMMARY OF FINDINGS, SUGGESTIONS AND
CONCLUSION
6.1 Findings 52
6.2 Suggestions 54
6.3 Conclusion 55
BIBLIOGRAPHY 56
APPENDIX
LIST OF TABLES
LIST OF TABLES
Table Page
Particulars
No. No.
5.1 KIND OF T SHIRT DESIGN PREFERENCE 19
Table Page
Particulars
No. No.
5.1 KIND OF T SHIRT DESIGN PREFERENCE 19
INTRODUCTION
The Indian Knitwear industry holds significant status in the domestic market
as well as in the international market. Knitwear industry provides one of the most
fundamental necessities of the people. Today knitwear sector accounts for nearly 5%
of the total textile output. It is an independent industry, from the basic requirement of
raw materials to the final products, with huge value-addition at every stage of
processing. Indian knitting remains highly fragmented, small-scale, and labour-
intensive.
India’s Exports of knit apparel amounted (in the year 2005) to US$ 3.191
billion and showed a growth of 20.82% over the previous year, when world market
size for this product group was worth US$ 2.641 billion. The Indian knit apparel
export constituted 2.10% and 2.56% share in world’s total exports in the year 2004 &
2005 respectively.
A recent study pointed out that the US market for knit shirts (men/women) is
to open up further. This presents a huge additional opportunity to exporting countries,
including India. Currently, India is ranking fourth as a readymade garments (RMG)
exporter to USA. India’s export of knit apparel in the year 2006 crossed the billion
figure and reached US$ 1.16 billion export value with record growth of 24.05% over
the previous year.
USA with a share of 29.4% is the single biggest market for India’s exports of
knitted garments. India has contributed 3.3% of USA’s knit apparel import value
where as China has contributed 17.7% and growth rate of both countries are 24% and
23% respectively pertaining to this industry.
In India, knitting is primarily concentrated in cities of Tirupur and Ludhiana
located in southern and northern India respectively. Tirupur accounts for nearly three-
fourths of the exports of knits and specializes in cotton knits. The city of Ludhiana on
the other hands caters to the domestic demand. Export of knitwear products from
Tirupur has a significant growth, both in quality and value in terms of US Dollars
during calendar year 2006 compared to the previous calendar year.
Tirupur is the Capital of Tirupur District. Tirupur is a textile city and one
among the 9 municipal corporations in the south Indian state of Tamil Nadu and is an
important trade center of India. Tirupur has gained universal recognition as the
leading source of Hosiery, Knitted Garments, Casual Wear and Sportswear. It is a
new district. Tirupur is the Seventh largest city in Tamil Nadu and is one of the fastest
developing cities in the state. The city is known for its knitwear exports and provides
employment for about 300,000 people.
It was estimated that the export worth of Rs.12,000 Crores was achieved by
Tirupur in the year ending 2007. And the production from Tirupur, for domestic needs
stood at Rs.4000 Crores.
Even though the city is very prosperous, the infrastructure is very minimal.
The city grew very quickly, due to the high demand for manufacturing, for the
popular clothing brands mostly in the U.S. and Europe. But the modern machinery
used and the availability of skilled labour enabled this city to prosper and be
competitive internationally. The lack of infrastructure facilities comparatively, for the
foreign exchange which the city brings, is a big negative point to be noticed.
The Tirupur Exporters Association (TEA) and other associations are taking
actions directly to get some sort of facilities done, like the third water scheme and
NAP. The association formed by the Exporters of Tirupur (TEA) is one of the most
successful associations in India trying hard and been successful in helping the trade in
Tirupur.
COMPANY PROFILE
1.2 COMPANY PROFILE
Certification
The company has been granted the prestigious status of “Government
Recognized Export House” based on export turnover achieved over the years.
It has been awarded ISO 9001:2000 certification for the quality management
system standards followed by them.
Credit rating for small scale industries (CRISIL) rated them as “SE 2B”
ratings which is HIGH PERFORMANCE CAPABILITY AND MODERATE
FINANCIAL STRENGTH.
Infrastructure
The company is equipped with modern infrastructure that consists of state-of-
the-art machinery and skilled manpower. A team of highly qualified and experienced
persons in Marketing, Merchandising, Sampling, Production and Quality assurance
department form the backbone of our company.
The Infrastructure has a total production capacity of 500000 finished garments
per month.
Products
Knitted Garments:
1. Infants - Sleeper, Coverall, Romper and Underwear
2. Men, Women and Kids - Polo shirts, T-Shirts, Nightwear and Undergarments
Woven Garments:
1. Infants and Kids – Casual wear
2. Men and Women – Nightwear
Specialization
Specialization includes Garment dye, Tie & dye, Jacquards, Self design
jacquards, Mercerized garments, Auto strippers and Yarn dyed.
Clients
Some of the principal clients are:
1. Massimo Dutti, Spain
2. El Corte Ingles, Spain
3. Sfera, Spain
4. Emidio Tucci, Spain
5. Gemo, France
6. NorproTex, France
7. Airness, France
8. Ethel Austin, UK
9. Peacock Stores, UK
Domestic
They have their own brand “KORAL” which has a very goods market share in
India for the past two decades.
INTRODUCTION TO THE PROJECT
1.3 INTRODUCTION TO THE PROJECT
Preference
Have you ever wondered why your company often loses relatively satisfied
customers? Why is it that customers will often indicate that they are satisfied with,
and how they have been treated, but yet leave for a competitor’s product at the first
opportunity? Why is it that customer defection often unrelated to price? The answers
to these and other related questions are found in coming to an understanding of
“customer preference”.
The idea that customers prefer one product or one service over another is not
new. The ability to identify and measure the elements of such preference decisions
with any accuracy and reliability has only recently become available.
T-Shirts
A t-shirt is that part of your wardrobe you cannot imagine your life without it.
Your t-shirt can show your individuality and your mood, it can accentuate or hide
your shape of the body. There are different types of t-shirts, but one of the most
appreciated and popular are sport t-shirts. These t-shirts are meant to show your active
spirit and that you lead an active way of life. It does not matter if you prefer long
sleeve t-shirts or short sleeve t-shirts, if you feel comfortable in your t-shirt, this
means your choice was right.
Although the origins of the t-shirt can be traced back to the First World War, it
wasn't until the 1950s that the garment moved away from its plain exterior, as
companies in the United States began experimenting with adding letter and character
decorations to the material. The 1960s saw the introduction of the 'Ringer'-style t-
shirt, a t-shirt where the jersey is one color, while the ribbing around the collar and
sleeves is a different, contrasting color quickly became popular with youths and rock-
n-roll fans. The style enjoyed another brief renaissance in the early 2000s.
The same period also saw the emergence of tie-dyeing and screen-printing
which led to a massive boom in customized t-shirts, especially throughout the heavy
metal era of the 1970s, once bands of that era realized the commercial opportunities
available to them. Bands and musical groups began to mass produce t-shirts to
promote themselves, many of which would feature album covers and logos on the
front, while on the back fans would find tour details and concert dates. These proved
to be hugely popular with concert-goers and this trend has continued on with
unwavering popularity into today's subcultures.
During the early 1980s, some musical bands chose instead to emblazon
promotional t-shirts with slogans instead of graphics. For instance, the Frankie Goes
To Hollywood 'Frankie Says...' and Wham!'s 'Choose Life' t-shirts became
synonymous with 80's pop culture and could be seen in every town and street in
Britain. From the late 1980s and throughout the 1990s, t-shirts with prominent
designer-name logos were also extremely popular and allowed consumers to exhibit
their taste in designer brands in a less expensive manner, while retaining their sense of
fashion. Among the many major brands to produce t-shirts for a massed public
included Calvin Klein, FUBU and Ralph Lauren.
REVIEW OF LITERATURE
CHAPTER 2
REVIEW OF LITERATURE
Ana Stoyanova and Seulhee Yoo (2002) in their research titled “Design
Preferences of Non-Caucasian Working Women” found that a relatively
high preference for a loosely fitted, bust and waist deep neckline jacket style by older
respondents.Respondents who work in a larger department with more colleagues
preferred a loosely fitted, hip length, waist deep neckline style. Larger consumers
displayed a relatively high preference for a semi-fitted, short length, above bust
neckline, and a notched collar jacket style. Taller consumers preferred a tunic level,
fitted, bust deep neckline, and rounded collar jacket style.
Marina Alexander, Lenda Jo Connell and Ann Beth Presley (2005) in the
research titled “Clothing fit preferences of young male adult consumers” found
significant associations were found between body cathexis (satisfaction with
head/upper body, lower body, height, weight and torso) and body shape. The degree
of satisfaction with different body parts depended on the body type of the individual.
The level of satisfaction with head/upper body, height and torso did not vary by body
type. No significant differences were found between fit preferences and body type for
lower body garments.
OBJECTIVES OF THE STUDY
CHAPTER 3
Primary Objectives
Secondary Objectives
This study will help the t shirt manufacturers to make necessary changes in
their designs and price range to satisfy the customers, in order to achieve the targets.
LIMITATIONS OF THE STUDY
3.3 LIMITATIONS OF THE STUDY
The research was conducted with the customers in the age group of more than
18 years. It does not take into consideration the t shirt preference of children.
The research was limited to the time period of four months. All the analysis
performed is based on the data collected during this period only.
All the data and the analysis made out of this research is based on the data
collected through the questionnaire method only.
Conclusions and inference are drawn on the basis of report received from the
questionnaire.
RESEARCH METHODOLOGY
CHAPTER 4
RESEARCH METHODOLOGY
4.1 INTRODUCTION
n = (zs/e)2
where:
z=
2.576 for 99% level of confidence
1.96 for 95% level of confidence
1.645 for 90% level of confidence
Primary Data
Secondary Data
Researcher has collected the secondary data from websites, journals and
magazines.
Percentage analysis
Weighted Average
Chi – Square test
Percentage Analysis
Weighted Average
which means:
Data elements with a high weight contribute more to the weighted mean than
do elements with a low weight. The weights must not be negative. They may be zero,
but not all of them (because division by zero is not allowed). If all the weights are
equal, then the weighted mean is the same as the arithmetic mean.
The first step in the chi-square test is to calculate the chi-square statistic. The
chi-square statistic is calculated by finding the difference between each observed and
theoretical frequency for each possible outcome, squaring them, dividing each by the
theoretical frequency, and taking the sum of the results.
where:
Oi = an observed frequency;
Ei = an expected (theoretical) frequency, asserted by the null hypothesis;
n = the number of possible outcomes of each event.
ANALYSIS
The term analysis refers to the computation of certain measures along with
searching for patterns of relationship that exist among data-groups. Thus, “in the
process of analysis, relationships or differences supporting or conflicting with original
or new hypotheses should be subjected to statistical tests of significance to determine
with what validity data can be said to indicate any conclusions”.
INTERPRETATION
Interpretation refers to the task of drawing inferences from the collected facts
after an analytical and/or experimental study. In fact, it is a search for broader
meaning of research findings. The task of interpretation has two major aspects viz., (i)
the effort to establish continuity in research through linking the results of a given
study with those of another, and (ii) the establishment of some explanatory concepts.
“In one sense, interpretation is concerned with relationships within the collected data,
partially overlapping analysis. Interpretation also extends beyond the data of the study
to include the results of other research, theory and hypotheses”. Thus, interpretation is
the device through which the factors that seem to explain what has been observed by
researcher in the course of the study can be better understood and it also provides a
theoretical conception which can serve as a guide for further researches.
Interpretation is essential for the simple reason that the usefulness and utility
of research findings lie in proper interpretation. Interpretation leads to the
establishment of explanatory concepts that can serve as a guide for future research
studies; it opens new avenues of intellectual adventure and stimulates the quest for
more knowledge.
TABLE 5.1 SHOWING KIND OF T SHIRT DESIGN PREFERENCE
Stripes 95 23.8
30
20
10
Percent
0
Plain Stripes Printed Trendy Embellishment
INFERENCE:
The above table shows that 26.3% of the respondents prefer plain T shirt,
23.8% of the respondents prefer stripes T shirt, 29.3% of the respondents prefer
printed T shirt, 20.8% of the respondents prefer trendy embellishments T shirt.
TABLE 5.2 SHOWING FIT OF T SHIRT
60
50
40
30
20
10
Percent
0
Loose Fit Comfort Fit Tight Fit
INFERENCE:
The above table shows that 10.3% of the respondents prefer loose fit, 55.3% of
the respondents prefer comfort fit, and 34.5% of the respondents prefer tight fit.
TABLE 5.3 SHOWING PREFERENCE REGARDING MAKE OF T SHIRT
Polyester 38 9.5
50
40
30
20
10
Percent
0
Cotton Polyester Cotton Polyester Cotton Lycra
INFERENCE:
The above table shows that 42.3% of the respondents prefer cotton T shirt,
9.5% of the respondents prefer the polyester T shirt, 28% of the respondents prefer
the cotton polyester T shirt, 20.3% of the respondents prefer the cotton lycra T shirt.
TABLE 5.4 SHOWING T SHIRT BRANDS PREFERENCE
50
40
30
20
10
Percent
0
International Brands Indian Brands Any Brand
INFERENCE:
The above table shows that 22% of the respondents prefer international
brands, 40.5% of the respondents prefer Indian brands, and 37.5% of the respondents
prefer any brand.
TABLE 5.5 SHOWING INTERNATIONAL BRANDS PREFERENCE
Nike 60 15.0
Springfield 45 11.3
Adidas 91 22.8
30
20
10
Percent
0
Nike Springfield Tommy Hilfiger Adidas Not Applicable
INFERENCE:
The above table shows that 15% of the respondents prefer international brand
Nike, 11.3% of the respondents prefer international brand Springfield, 22.8% of the
respondents prefer international brand Tommy Hilfiger, and 22.8% of the respondents
prefer international brand Adidas remaining, 28.3% say not applicable.
TABLE 5.6 SHOWING INDIAN BRANDS PREFERENCE
Proline 39 9.8
Duke 42 10.5
50
40
30
20
10
Percent
0
Proline Classic Polo Not Applicable
Duke Wills Lifestyle
INFERENCE:
The above table shows that 9.8% of the respondents prefer Indian brand
Proline, 10.5% of the respondents prefer Indian brand Duke, 42% of the respondents
prefer Indian brand Classic Polo, 14.5% of the respondents prefer Indian brand Wills
Lifestyle and remaining 23.3% say not applicable.
TABLE 5.7 SHOWING REASONABLE PRICE OF INDIAN BRANDS
Disagree 21 5.2
Neutral 91 22.8
Strongly Agree
Strongly Disagree
9.7%
14.5%
Disagree
5.2%
Neutral
Agree 22.8%
47.7%
INFERENCE:
The above table shows that 14.5% of the respondents strongly disagree
regarding the price of the Indian brands, 5.3% of the respondents disagree regarding
the price of the Indian brands, 22.8% of the respondents are neutral regarding the
price of the Indian brands, 47.7% of the respondents agree regarding the price of the
Indian brands, 9.7% of the respondents strongly agree regarding the price of the
Indian brands.
TABLE 5.8 SHOWING INDIAN BRANDS ARE HIGHLY FASHIONABLE
Disagree 39 9.7
Strongly Agree
Strongly Disagree
9.3%
15.5%
Disagree
9.7%
Agree
38.7%
Neutral
26.8%
INFERENCE:
The above table shows that 15.5% of the respondents strongly disagree that
Indian brands are highly fashionable, 9.7% of the respondents disagree that Indian
brands are highly fashionable, 26.8% of the respondents are neutral regarding Indian
brands are highly fashionable, 38.7% of the respondents agree that Indian brands are
highly fashionable, 9.3% of the respondents strongly agree that Indian brands are
highly fashionable.
TABLE 5.9 SHOWING INTERNATIONAL BRANDS ARE HIGH QUALITY
GARMENTS
Disagree 20 5.0
Neutral 92 23.0
Strongly Disagree
Strongly Agree
12.5%
16.8%
Disagree
5.0%
Neutral
23.0%
Agree
42.8%
INFERENCE:
The above table shows that 12.5% of the respondents strongly disagree that
the international brands are high quality garments, 5% of the respondents disagree
that the international brands are high quality garments, 23% of the respondents are
neutral regarding the high quality of international brands, 42.8% of the respondents
agree that the international brands are high quality garments, 16.8% of the
respondents strongly agree that the international brands are high quality garments.
TABLE 5.10 SHOWING INTERNATIONAL BRANDS DENOTE STATUS
SYMBOL
Disagree 23 5.8
Strongly Disagree
Strongly Agree
13.5%
18.8%
Disagree
5.8%
Neutral
Agree 27.5%
34.5%
INFERENCE:
The above table shows that 13.5% of the respondents strongly disagree that
the international brands denote status symbol, 5.8% of the respondents disagree that
the international brands denote status symbol, 27.5% of the respondents are neutral
regarding the status symbol of international brands, 34.5% of the respondents agree
that the international brands denote status symbol, 18.8% of the respondents strongly
agree that the international brands denote status symbol.
TABLE 5.11 SHOWING STYLE FACTOR
Unimportant 16 4.0
Neutral 56 14.0
Strongly Unimportant
.2%
Strongly Important
Unimportant
27.3%
4.0%
Neutral
14.0%
Important
54.5%
INFERENCE:
The above table shows that 0.2% of the respondents feel that style factor is
strongly unimportant, 4% of the respondents feel that style factor is unimportant, 14%
of the respondents feel that style factor is neutral, 54.5% of the respondents feel that
style factor is important, 27.3% of the respondents feel that style factor is strongly
important when choosing the t-shirt.
TABLE 5.12 SHOWING QUALITY FACTOR
Unimportant 3 0.7
Neutral 44 11.0
Strongly Unimportant
.2%
Unimportant
Strongly Important
.7%
40.7%
Neutral
11.0%
Important
47.2%
INFERENCE:
The above table shows that 0.2% of the respondents feel that quality factor is
strongly unimportant, 0.7% of the respondents feel that quality factor is unimportant,
11% of the respondents feel that quality factor is neutral, 47.2% of the respondents
feels that quality factor is important, 40.7% of the respondents feel that quality factor
is strongly important when choosing t-shirt.
TABLE 5.13 SHOWING BRAND NAME FACTOR
Unimportant 16 4.0
Unimportant
4.0%
Strongly Important
28.0% Neutral
27.3%
Important
40.7%
INFERENCE:
The above table shows that 4% of the respondents feel that brand name factor
is unimportant, 27.3% of the respondents feel that brand name factor is neutral, 40.7%
of the respondents feel that brand name factor is important, 28% of the respondents
feel that brand name is strongly important.
TABLE 5.14 SHOWING COLOUR FACTOR
Unimportant 9 2.3
Neutral 74 18.5
Strongly Important
Unimportant
28.0%
2.3%
Neutral
18.5%
Important
51.2%
INFERENCE:
The above table shows that 2.3% of the respondents feel that color factor when
choosing t-shirt is unimportant, 18.5% of the respondents feel that color factor when
choosing t-shirt is neutral, 51.3% of the respondents feel that color factor when
choosing t-shirt is important, 28% of the respondents feel that color factor when
choosing t-shirt is strongly important.
TABLE 5.15 SHOWING PRICE FACTOR
Unimportant 15 3.8
Neutral 83 20.7
Strongly Important
27.8% Unimportant
3.8%
Neutral
20.7%
Important
47.7%
INFERENCE:
The above table shows that 3.8% of the respondents feel that price factor when
choosing t-shirt is unimportant, 20.8% of the respondents feel that price factor when
choosing t-shirt is neutral, 47.8% of the respondents feel that price factor when
choosing t-shirt is important, 27.8% of the respondents feel that price factor when
choosing t-shirt is strongly important.
TABLE 5.16 SHOWING FIT FACTOR
Unimportant 7 1.8
Neutral 45 11.2
Unimportant
Strongly Important
1.8%
34.0%
Neutral
11.2%
Important
53.0%
INFERENCE:
The above table shows that 1.8% of the respondents feel that fit factor when
choosing t-shirt is strongly unimportant, 11.2% of the respondents feel that fit factor
when choosing t-shirt is unimportant, 53% of the respondents feel that fit factor when
choosing t-shirt is neutral, 34% of the respondents feel that fit factor when choosing t-
shirt is important, 34% of the respondents feel that fit factor when choosing t-shirt is
strongly important.
TABLE 5.17 SHOWING COUNTRY OF ORIGIN FACTOR
Unimportant 41 10.2
Strongly Unimportant
2.7%
Unimportant
Strongly Important
10.2%
23.0%
Neutral
28.0%
Important
36.0%
INFERENCE:
The above table shows that 2.7% of the respondents feel that country of origin
when choosing t-shirt is strongly unimportant, 10.2% of the respondents feel that
country of origin factor is unimportant, 28% of the respondents feel that country of
origin factor is neutral, 36% of the respondents feel that country of origin factor is
important, 23% of the respondents feel that country of origin factor is strongly
important.
TABLE 5.18 SHOWING FREQUENCY OF BUYING T SHIRT
20
10
Percent
0
Every Month Every Four Months Once in a Year
Every Two Months Every Six Months
INFERENCE:
The above table shows that 15.3% of the respondents buy t-shirts every month,
22.5% of the respondents buy t-shirts every two months, 23% of the respondents buy
t-shirts every four months, 24.5% of the respondents buy t-shirts every six months,
14.8% of the respondents buy t-shirts once in a year.
TABLE 5.19 SHOWING PRICE RANGE OF T SHIRT
30
20
10
Percent
0
Less Than Rs.300 Rs.501 to Rs.750 More Than Rs.1000
Rs.301 to Rs.500 Rs.751 to Rs.1000
INFERENCE:
The above table shows that 20.3% of the respondents would like to pay for
less than Rs.300, 35.8% of the respondents would like to pay for Rs.301 to Rs.500,
22.5% of the respondents would like to pay for Rs.501 to Rs.750, 13.3% of the
respondents would like to pay for Rs.751 to Rs.1000, 8.3% of the respondents would
like to pay for more than Rs.1000 for t-shirt.
TABLE 5.20 SHOWING T SHIRT PROMOTIONS
40
30
20
10
Percent
0
Discounts for purcha Gifts on every purch
For 3 t-shirts purch No, Thanks
INFERENCE:
The above table shows that 14.8% of the respondents buy t-shirts at a discount
for purchase exceeding Rs.1000, 32% of the respondents buy at a promotions for 3 t-
shirts purchased, 1 t-shirt free, 17.3% of the respondents buy when gifts provided,
36% of the respondents shows no thanks.
TABLE 5.21 SHOWING GENDER OF THE RESPONDENTS
60
50
40
30
20
10
Percent
0
Male Female
INFERENCE:
The above table shows that 60.5% of the respondents are male, 39.5% of the
respondents are female.
TABLE 5.22 SHOWING AGE OF THE RESPONDENTS
30 - 34 years 56 14.0
40
30
20
10
Percent
0
18 - 24 years 25 - 29 years 30 - 34 years More than 35
INFERENCE:
The above table shows that 38.5% of the respondents are between the age
group of 18- 24 years, 36.5% of the respondents are between the age group of 25 – 29
years, 14% of the respondents are between the age group of 30 -34 years, 11% of the
respondents are more than 35.
TABLE 5.23 SHOWING MARITAL STATUS OF THE RESPONDENTS
Married
46.5%
Unmarried
53.5%
INFERENCE:
The above table shows that 53.5% of the respondents are unmarried, 46.5% of
the respondents are married.
TABLE 5.24 SHOWING OCCUPATION OF THE RESPONDENTS
Student 83 20.7
Homemaker 15 3.8
Homemaker
3.8% Student
20.7%
Self-Employed / Own
Working Professional
19.8%
55.8%
INFERENCE:
The above table shows that 20.7% of the respondents are student, 19.8% of the
respondents are self employed/ own company, 55.8% of the respondents are working
professional, and 3.8% of the respondents are homemaker.
TABLE 5.25 SHOWING PLACE OF LIVING OF THE RESPONDENTS
Village 48 12.0
Village
12.0%
City
39.3%
Town
48.8%
INFERENCE:
The above table shows that 39.3% of the respondents are living in the city,
48.8% of the respondents are living in town, and 12% of the respondents are living in
village.
TABLE 5.26 SHOWING ANNUAL INCOME OF THE RESPONDENTS
Not Applicable
Less than Rs.1,20,00
25.5%
29.0%
9.7%
Rs.1,20,000 - Rs.2,4
Rs.2,41,000 - Rs.3,6
21.3%
14.5%
INFERENCE:
The above table shows that 29% of the respondents annual income is less than
Rs.120000, 21.3% of the respondents annual income is Rs.120000 – Rs. 2,40,000 ,
14.5% of the respondents annual income is Rs.2,40,000 – Rs. 3,60,000 , 9.7% of the
respondents annual income is Rs.3,61,000 – and above , 25.5% of the respondents
annual income is not applicable.
TABLE 5.27 SHOWING THE IMPORTANT FACTORS TO RESPONDENTS
WHEN CHOOSING T SHIRTS
Weighted
Factors 1 2 3 4 5 Total
Average
INFERENCE:
It has been found from the above table that Quality is considered as the most
important factor and the Country of Origin is considered as the least important factor.
CROSS TABULATION
Plain 13 13 75 4 105
Stripes 17 23 50 5 95
Printed 27 25 63 2 117
Trendy 26 18 35 4 83
embellishments
Total 83 79 223 15 400
INFERENCE:
Rs.301 to 48 31 21 11 32 143
Rs.500
Rs.501 to 18 25 20 8 19 90
Rs.750
Rs.751 to 3 12 14 11 13 53
Rs.1000
More than 5 6 1 7 14 33
Rs.1000
INFERENCE:
The price range of Rs.301 to Rs.500 is mostly preferred and the price range of
more than Rs.1000 is the least preferred. The respondents whose annual income is in
the range less than Rs.1,20,000 prefer the price range Rs.301 to Rs.500. The
respondents whose annual income is in the range Rs.1,20,000 – Rs.2,40,000 prefer the
price range Rs.501 to Rs.750. The respondents whose annual income is in the range
Rs.2,41,000 – Rs.3,60,000 prefer the price range Rs.301 to Rs.500.
STATISTICAL TOOLS
CHI-SQUARE TEST
MALE FEMALE
Strongly Disagree 9 49 58
Disagree 9 12 21
Neutral 71 20 91
Strongly Agree 27 12 39
CALCULATION:
INFERENCE:
The above table shows that the calculated value of chi-square is more than the
table value and the result is significant at 5% level. Hence the null hypothesis is
rejected. It is concluded that there is significant relationship between gender and
attitude towards Indian brands.
TABLE 5.31 SHOWING THE RELATIONSHIP BETWEEN THE GENDER
AND ATTITUDE TOWARDS INTERNATIONAL BRANDS.
MALE FEMALE
Strongly Disagree 3 47 50
Disagree 13 7 20
Neutral 67 25 92
Strongly Agree 45 22 67
CALCULATION:
Degree of Freedom = 4
Result = Significant
INFERENCE:
The above table shows that the calculated value of chi-square is more than the
table value and the result is significant at 5% level. Hence the null hypothesis is
rejected. It is concluded that there is significant relationship between gender and
attitude towards International brands.
FINDINGS
CHAPTER 6
6.1 FINDINGS
40.5% of the respondents prefer Indian brands, 22% of the respondents prefer
International brands and 37.5% of the respondents prefer any brand.
47.7% of the respondents agree regarding the reasonable price of the Indian
brands.
38.7% of the respondents agree that Indian brands are highly fashionable.
42.8% of the respondents agree that the international brands are high quality
garments.
34.5% of the respondents agree that the international brands denote status
symbol.
The respondents feel quality as the most important factor and they consider
country of origin as the least important factor.
15.3% of the respondents buy t-shirts every month, 22.5% of the respondents
buy t-shirts every two months, 23% of the respondents buy t-shirts every four
months, 24.5% of the respondents buy t-shirts every six months, 14.8% of the
respondents buy t-shirts once in a year.
35.8% of the respondents would like to have the price range of Rs.301 to
Rs.500.
60.5% of the respondents are male and 39.5% of the respondents are female.
38.5% of the respondents are between the age group of 18- 24 years and
36.5% of the respondents are between the age group of 25 – 29 years.
SUGGESTIONS
6.2 SUGGESTIONS
achieve targets.
The manufacturer of t-shirt can produce t-shirts that could have price range of
Giving a t-shirt free for the purchases made would be an ideal promotional
method.
years to increase the sales and also concentrate in targeting the working
professionals.
CONCLUSION
6.3 CONCLUSION
Understanding the customer preference has been the challenging job of any
marketers. The industry overall has one purpose, i.e. to provide a desirable and
appealing product to satisfy customer needs, demands or aspire to have. When
successful, this chain results in a sale, because this chain is the integral part of entire
process. Every forecast begins with the consumer, by observing the consumer's needs
to the marketplace and in the unexpected ways the consumer adjusts the market place
to his lifestyle and preferences.
Researcher concludes that the t-shirt manufacturer can produce printed cotton t
shirts for the age group of 18 – 29 years in order to increase the sales volume and
thereby increase the profit. If the suggestions given by the researcher are implemented
then it is evident that the company can achieve the targets easily and move to a better
position in the market.
BIBLIOGRAPHY
BIBLIOGRAPHY
WEBSITES:
1. www.texmin.nic.in
2. www.aepcindia.com
3. www.fibre2fashion.com
4. www.wikipedia.org
5. www.google.co.in
APPENDIX
QUESTIONNAIRE
7. Please rate your opinion on the following statements regarding Indian and International
brands of t-shirts.
1 2 3 4 5
Strongly Disagree Neutral Agree Strongly
Disagree Agree
c. International brands
are high quality
garments
d. International brands
denote status symbol
8. Please rate the importance of the following factors when choosing t-shirt.
1 2 3 4 5
Strongly Unimportant Neutral Important Strongly
Unimportant Important
a. Style
b. Quality
c. Brand Name
d. Colour
e. Price
f. Fit
g. Country of origin
11. Which one of the following promotions would motivate you to buy t-shirt?
1) Discounts for purchase exceeding Rs.1000 2) For 3 t-shirts purchased, 1 t-shirt free
3) Gifts on every purchase 4) No, thanks
PERSONAL PROFILE