LRVM ASSIGNMENT PROJECT
A REPORT ON THE SURVEY FOR CLOTHING BRANDS Demographics of the people surveyed-
The survey has been carried out over 25 people keeping in mind that all aspects of demographics has to be covered. Precisely, 18 males and 7 females have been covered, amongst which 40% are married and 60% unmarried people. The survey has been covered keeping all age groups in mind and having atleast one representative from each. In the group surveyed, 40% are students and 60% are employed people from different streams and professions.
Analysis-
Question 1- From the data provided for this question, one can clearly see that Pantaloons is way ahead from the other two retail stores Shopper’s Stop and Westside for both visiting and buying purposes.
By purchase-
By visit-

The data collected for this question further tells us that the Pantaloons stores at South City and Gariahat are the ones which equally have the maximum people visiting as well as buying from them.

Question 2-From the data collected for this question, the following graph has been constructed.

From this graph, we see that though 2 respondents claim to be visiting Shopper’s Stop more than once a week, there is 1 respondent who claims to never have visited at all. But for Pantaloons, though the frequency of visits of the respondents vary between twice a month to once in three months or less, at least none of the respondents claim to have never visited the store at all, which is the case with both Westside and Shopper’s Stop.
Hence, we can conclude exposure of Pantaloon’s store is enough to raise curiosity amongst people and make them visit their stores at least once.
Question 3-In this question, the respondents surveyed could recall 64 brands available in the Pantaloons stores compared to 33 of Shopper’s Stop and 15 of Westside.
This clearly shows that respondents in general visit Pantaloon’s stores more and are attracted to the brands available there, so that they can easily recall them, if and whenever deemed necessary.
Question 4-Amongst the top 3 reasons for one to visit his preferred store, majority of the respondents (60%) ranked “convenient location” to be no.1,whereas “large no. of brands available” and “all under one roof” were ranked no.2 and 3 by 32% and 28% respondents respectively.
Question 5-After explaining to the respondents about what Private Label Brands(PLB’s) are, the perceptions of people regarding the store having the largest number of PLB’s was recorded.76% of the respondents feel Pantaloons has the maximum number of PLB’s whereas 64% has ranked Shopper’s Stop no.2 and 84% has ranked Westside as no.3.
Question 6-The overall picture depicted from this question is that respondents are more aware about the brands they buy, rather than the brands they do not. However, when it comes to Pantaloons, they are slightly better aware of what sort of usage occasion the other brands are for (though they have not yet bought the brands for their personal use), than the PLB’s of Shopper’s Stop and Westside. Pantaloons fares the best in this question whereas Westside the poorest.
Hence, we can conclude that the positioning of PLB’s of Westside needs to be worked upon.
Question 7-Checking the factors important for one’s choice of PLBs, price was deemed to be very important by 56% respondents, quality by 72%, fashionable style by 48% and fit by 88%.However,the image/reputation of the store matters the least to the respondents, where only a paltry 28% deems it very important whereas 12% deem it to be very unimportant.
Questions 8,9,10,11-Judging by the opinion of PLBs that the respondents have, it has been seen that 56% perceive the price to be quite high,48% perceive quality to be quite good,64% perceive fashionable style to be quite good and 44% perceive fit to be quite good.
Hence, in general, people’s perceptions about PLBs are on the positive side, taking quality, fashionable style and fit as factors. However, they also take the price of the PLBs to be on the higher side as well.
DEMOGRAPHICS-
Age group wise, my survey reveals that awareness of brands is the highest amongst respondents belonging to the age group between 25-35 years.
Gender wise, males are more conscious of the brands they buy whereas females have poorer brand recall, since they pay more emphasis on the style, fit etc. of a garment rather than its brand.
Employed people have a stronger awareness of brands rather than students, possible reason being their earning capacity, which students lack. Marketing professionals were the ones having the strongest brand identification capability.
However, management students are more conscious of brands than students of any other stream like engineering, mba, mca, commerce and science, possibly because their curriculum demands them to be more aware of brands.