1. A PROJECT REPORT ON
A Comprehensive study on different Research techniques and their
comparative analysis.
NIELSEN INDIA PVT. LTD.
SUBMITTED BY
Rohit Gehani
(11561)
MBA PROGRAMME 2015-2017
In Partial fulfillment of the requirements for Summer Internship Programme
for the award of the degree
MASTER OF BUSINESS ADMINISTRATION
2. DECLARATON
This project report entitled “A Comprehensive study on different Research techniques and
their comparative analysis.” has been submitted to Gujarat University, Ahmedabad in partial
fulfillment for the award of degree of Master of Business Administration. I, the undersigned
hereby declare that this report has been completed by me under the guidance of Ruchi Gupta
(Assistant Marketing Manager, Nielsen India Pvt. Ltd.) And Prof. Vasudev Modi (Faculty
Member, B. K. School of Business Management, Ahmedabad.)
The report is entirely the result of my own efforts and has not been submitted either in part or
whole to any other institute or university for any degree.
Date: 25th
July, 2016 Rohit Gehani
Place: Ahmedabad Enrollment No: 11561
i
3. PREFACE
“Life is a bundle of experiences.” Experience once gained can be used for lifetime. Being a
student of M.B.A each student has to undergo the Summer Internship Program in appropriate
company as a part of syllabus, which is prescribed by Gujarat University.
The Summer Internship Programme laid the foundation of all of us becoming good managers in
the future. With the objective of providing a real life exposure to the industrial atmosphere, the
Internship Programme helped us to learn as to how to manage the industry or firm in general.
India’s Research Market has evolved over the past 20 years. Not only the urban market, for big
Companies rural market has also become a market impossible to dismiss.
I was obliged to have worked as an intern with Nielsen India Pvt. Ltd which is into Market
Research in Indian Market. It was a great learning experience. It helped me in applying the
Theoretical knowledge, whatever I have learned into practice.
4. ACKNOWLEDGEMENT
I sincerely thank Dr. Prateek Kanchan (Director), B. K. School of Business Management,
Ahmedabad for granting me the permission to undertake this Internship Project.
Prof. Vasudev Modi (Internal Guide) (Faculty member, B. K. School of Business Management,
Ahmedabad) provided invaluable assistance and guidance. Special thanks to him for his constant
encouragement in preparation of this project.
I extend my sincere regards to Mr. Nilesh(Managing Director) of N i e l s e n In d i a Pvt. Ltd.
for giving me an opportunity to do Internship in N i e l s e n In d i a .
I would like to thank Ms. Ruchi Gupta (DA Executive) for providing a helping hand in every step
I took in completing my project. I even take this opportunity to thank all the employees of Nielsen
India Pvt. Ltd. for their support and cooperation.
This report could not have been accomplished without the splendid support and cooperation of
all my co-interns. I am grateful to all of them for sharing their knowledge with me and it was one
of the best experiences to have known and worked with them.
I extend my deep sense of gratitude to all my family and friends who have directly or indirectly
encouraged and helped me to complete my project successfully. Lastly, I would like to extend my
thanks to all the unseen hands that have made this project possible.
Place: Ahmedabad Yours Sincerely,
Date: 25th
July, 2016 Rohit Gehani
v
5. TABLE OF CONTENTS
Chapter 1 Overview of the Rural Retail Industry in India..................................1
1.1 Introduction............................................................................................................................2
1.2 Research Objective………....................................................................................................5
Chapter 2 Introduction of Nielsen India Pvt. Ltd….............................................6
2.1 Starting of Nielsen India.......................................................................................................7
2.2 Initial Days of Nielsen India.................................................................................................8
2.3 SWOT Analysis of Nielsen India Pvt. Ltd. ........................................................................10
Chapter 3 Introduction of the Study......................................................................11
3.1 Literature Review...............................................................................................................12
3.2 Background of the Study ...................................................................................................13
3.3 Problem Statement of the Study .......................................................................................14
3.4 Justification and Significance of the Study .......................................................................14
Chapter 4 Research Methodology ..........................................................................15
4.1 Research Objective ............................................................................................................16
4.2 Research Design.................................................................................................................16
4.3 Population ..........................................................................................................................16
4.4 Sampling Type...................................................................................................................16
4.5 Sampling Technique ..........................................................................................................17
4.6 Sampling Size ....................................................................................................................17
4.7 Method of Data Collection.................................................................................................17
4.8 Hypothesis..........................................................................................................................17
6. 4.9 Limitations of the Study.....................................................................................................18
4.9 Scope and Period of the Study...........................................................................................18
Chapter 5 Data Analysis and
Interpretation..........................................................19
Chapter 6 Hypothesis Testing
.................................................................................27
6.1 Chi-Square test…………………………………………………………………………….28
6.2 One Sample T-test
Important factors that Customer’s think their favorite brand should provide …............................30
Chapter 7 Findings and Suggestion.......................................................................35
7.1 Findings.................................................................................................................................36
7.2 Comparative
Evaluation……............................................................................................................................36
Learning ..................................................................................................................37
Conclusion...............................................................................................................38
Annexure .................................................................................................................39
Bibliography............................................................................................................55
7. LIST OF FIGURE
FIGURE NO. TITLE OF THE FIGURES PAGE NO.
1 Which Brand comes first in your mind while thinking about
readymade clothes?
2 Which Brand comes second in your mind while thinking about
readymade clothes?
3 Showing Awareness Of Advertisement
4 Showing the no. Of customers present at the time of visit.
5 How much customers do spend on one to brand outlets?
6 Showing the importance of different attributes.
7 Which type of clothes customers prefer to purchase from brand outlet.
8 Showing the brands which are good for customers.
9. 1.1 INTRODUCTION
1.1.1 What is Research?
Market research is any organized effort to gather information about markets or customer It
is a very important component of business strategy. Market research Provides important
information to identify and analyze the market need, market size and competition. Companies that are
into this industry are:
1.1.2 Industry Detail
Market research as defined by the ICC/ESOMAR international code on Market and Social
research, includes social and opinion research, and is the systematic gathering and
interpretation of information about individuals or organizations using statistical and
analytical methods and techniques of the applied social sciences to gain insight or support
decision making,
Market research began to be conceptualized and put into formal practice during the
1920’s, as an offshoot of the advertising boom of the golden age of radio in the United
States. Advertise began to realize the significance of demographics revealed by
sponsorship for different radio programs.
1.1.3 Research Industry in India
The Nielsen
Business Development Bureau India Pvt. Ltd
Data Search (P) Limited
D’well information & Services Pvt. Ltd.
Delphi Research services Pvt. Ltd.
Empower Research India.
Gnn Research group
IMRB International
2
10. 1.1.4 Based On Questioning
I. Quantitative Research
- Surveys: Best suited for descriptive research. Companies undertake surveys to understand
people’s belief, preferences and satisfaction.
II. Qualitative Research
- Observation Research: Fresh data can be gathered by observing actors and setting.
- Mystery shopping: Observing People using products, shopping, going to hospitals, taking the
train, using their cell phones.
- Focused Group interview: it is a gathering of six to ten people who are invited to spend few
hours with a skilled moderator to discuss a product, service, organization or other marketing
entity. The moderator needs to be knowledgeable on the issue, and skilled in the group
dynamics.
- Behavioural Data: Consumer’s actual purchases reflect preferences and are normally more
reliable than memory based statement.
- Experimental Research: The purpose of experimental research is to capture cause and effect
relationships by eliminating competing explanations of the observed findings.
- Camera Journals: Asking consumers to keep visual diaries of their activities and impression
to related product.
- In depth interview: Asking consumer about the all attributes of one product in depth.
- Story telling: Prompting people to tell personal stories about their consumer experience.
- Case study research: Case study research, through reports of past studies, allows the
exploration and understanding of complex issues. It can be considered a robust research method
particularly when a holistic, in-depth investigation is required.
- Historical data research: A research mainly based on the data available from the past research
or findings. Also known as secondary data research.
- Ethnography – is the form of qualitative research that focuses on describing the culture of a
group of people.
III. Mixed Research
3
11. 1.1.5 Business to Business Market
Research
Business to business (B2B) research is inevitably more complicated then consumer research. The
researchers need to know what type of multi-faceted approach will answer the objectives, since
seldom is it possible to find the answers using just one method, finding the right respondents is
crucial in B2B research since they are often busy, and may not want to participate. Encouraging
them to “open up” is yet another skill required of the B2B researcher. Last but not least.
Researcher must have expertise in developing strategies that’s are strongly rooted in the research
findings and acceptable to the client.
1.1.6 Process of Market Research
1.1.7 Market Research Problem
Getting the client to spell out what their issue and identify the heart of the problem, half the battle is when
running a research project. A problem defined is a problem half solved! Three questions that determine
if the research needs to take place:
• What research exists already?
• What research is needed?
• Can the research readily be undertaken?
4
Stimulate the
Market
Track
Response and
Performance
Refine
Targeting
Analysis of
response
12. 1.2 Research Objective
The type of information sought from market research will determine how much time and effort a business
should invest in it. The objectives of market research may include:
Market Attractiveness Evaluation:
Market sizing- Estimating the size of a total market, how much is accessible by the business, and/or what
market share ambitions would be realistic.
Competitive presence and customer preference. Customer spending patterns. Budget cycles, and intent.
Channel trends, preferences. And allegiances.
Customer Insight: Specific customer needs, aspirations, buying behaviors, usage patterns, decision models,
preferences, Favorability, Intentions. Etc.
Competitive Forces: Current and potential basis of competition in a market.
1. Communications Planning: What information sources do prospective customers pay attention to, how
to reach them, opportunities I vehicles for influencing target Customers and which are most effective.
2. Product Testing: Evaluation of product improvements, alternatives, packaging etc.
3. Concept Testing: Evaluation of potential products and solutions, clarification of needs, wants, and
preferences.
4. Advert Testing: Evaluation of alternative brand promises, impact I cut through ability, persuasiveness,
strength of call to action, out-take versus intent, etc.
5. Customer Satisfaction: Measurement of quality of customer experience, perceptions, reaction, loyalty,
intent. Etc.
6. Pricing: Testing of price I feature I quality I packaging I positioning combinations, price points,
promotions. Loyalty schemes. Terms and conditions. Etc.
7. List Building: Compilation of information about prospective customers for direct
Marketing purposes (NB may not be compatible with ethical guidelines followed by many market research
practitioners).
5
14. 2.1 Starting of Nielsen India- “What People watch, Listen to and buy”
Nielsen is the world’s leading marketing and media Information Company. Providing marketing, media and
consumer behavior intelligence as well as producing numerous trade shows and publications including
Billboard. The Hollywood Reporter and Ad week. The privately held company is active in more than 100
countries with headquarters in New York.
ACNielsen opened its first international office in the UK in 1939 and. after World War II. Progressively
expanded its operations in Western Europe, Australia and Japan. The company increased its presence in Asia
Pacific in 1994 by acquiring Survey Research Group. and in the Middle East' and Africa in the late 1990s
through the acquisition of AMER World Research.
In 2001. ACNielsen became part of VNU, a world leader in marketing information. Media measurement and
information and business media.
In 2003. VNU announced a new organisational structure for VNU Marketing Information (Ml), its largest
business group, to address evolving client needs and to create an enhanced platform for accelerated
growth.
In 2005. VNU attempted to expand into healthcare and pharmaceutical information by acquiring IMS Health.
Although the merger was terminated in the face of shareholder opposition, the two companies agreed to work
together to develop new capabilities.
In 2006. VNU was acquired and taken private by a consortium of six private equity firms.
In 2007, VNU changed its name to The Nielsen Company. This new identity emphasizes its best
known brand name and underscores its commitment to create an integrated. Streamlined global organization.
2.1.1 Segmentation
“A successful businessman is not just a person who earns a huge profit or who has a big bank
balance. True businessman is driven by a passion to do something good: to bring in change; to do
whatever possible for his employees so that they can run the business well; to nurture the
business like a parent till it is strong enough to run on its own. That is business and that is
Success.
7
15. 2.2 4P’s of Company
2.2.1 Product
Retail measurement:
Our Retail Measurement Services (RMS) provides continuous tracking of product sales to consumers, based
on information gathered at the retail point-of-sale. Clients receive detailed information on sales, market
shares, distribution, pricing and merchandising and promotional activities. RMS information is available in
more than 80 countries
Consumer panel:
Consumer Panel research tracks the purchasing behavior of consumers in over 125,000 households in 24
countries worldwide, primarily through the use of in-home scanners. Panel information reveals consumers'
purchasing from all outlets they visit and provides insights into who is buying, methods of payment, use of
coupons and participation in frequent shopper programs.
Consumer research
Our diverse and powerful suite of Consumer Research services help clients obtain qualitative and
quantitative measures of consumers' attitudes and purchasing behavior,
Customer satisfaction, brand awareness and equity, advertising effectiveness and other marketing issues.
Retailer service:
Our services for retailers are designed to help them understand what attracts consumers to their
stores. Retailers work with us to evaluate competitive performance increase traffic and sales, leverage
their frequent-shopper data and build consume; loyalty, improve performance of their private label products
and understand their results across all product classes and categories they carry.
Online service:
Nielsen's Internet audience measurement services, syndicated and proprietary tools and custom analytics
provide actionable insights to help you measure your audience, Evaluate and differentiate your site. Track
the competition and develop measurably effective site content.
Decision support:
We provide clients with a wide range of software tools and delivery methods designed to put the right
information on the desks of decision-makers at the moment they need it. These tools range from advanced
analytical and data-management systems for sophisticated users to standard reports for end-users that
are automatically refreshed when our databases are updated.
8
16. 2.2.2 Place
Explore career opportunities with The Nielsen Company. With nearly 40,000 employees in 100+ countries
around the world, diverse talent is the cornerstone of Nielsen's success and our future.
2.2.3 Pricing
Developing the correct regular pricing strategy is fundamental to brand owners in today's market-place.
Getting the value equation right for consumers is essential for successful growth and requires a thorough
understanding of the regular pricing dynamics influencing the consumer decision-making process.
2.2.4 Promotion
For many companies, advertising is the single biggest area of marketing expenditure. Given this high level
of investment, it is critical that organizations invest in research to ensure the advertising communication is
effective, i.e. getting the right message to the right target audience. Badly-executed advertisements may not
simply be ineffective and costly, they may actually damage brand values and equity.
9
17. 2.3 SWOT ANALYSIS OF NIELSEN INDIA PVT. LTD.
2.3.1 Strength
Global Leadership Positions.
We hold industry-leading positions in marketing information services, media measurement services. Trade
shows and business publications. We have achieved leading positions and strong brands within each of our
business segments, primarily as a result of our ability to offer customers comprehensive and integrated
marketing communications products and services that are essential for our customers to successfully operate
their businesses.
ACNielsen has the leading market share in consumer packaged goods retail measurement in many
Of its markets with approximately 50% market share in the U.S. Over 60% in Western Europe and
approximately 70% across Brazil, Russia, India and China, and has the ability to provide comparable
information.
Experienced Management Team.
We have a strong and committed management team that has substantial relevant industry knowledge
and a proven track record of operations success. Our senior management team collectively has over 125 years
of experience in their respective industries. Our management team has grown constant currency revenues
and Adjusted EBITDA through new product development, industry leadership and operating
efficiencies. We believe that our management team positions us well to continue to successfully implement
our growth and cost reduction initiatives.
2.3.2 Opportunities
We will continue to maintain our focus on our leading brands to drive growth in each of our
businesses. Our Nielsen family of brands has positioned us well in the market for retail measurement
and audience measurement services. We expect to build on these brands by continuing to improve
the quality of our products and enhance our services.
2.3.3 Threats
The success of Project Forward will depend on our ability to realize the anticipated cost savings. Our ability
to successfully realize cost savings and the timing of any realization may be affected by a variety of factors
including. Without limitation, our ability to reduce our purchasing expenditures. Consolidate our information
technology infrastructure, extend our off shoring programs and reduce other general and administrative
expenses. The one-time costs associated with implementing Project Forward may exceed the anticipated
restructuring costs.
.
10
19. 3.1 LITERATURE REVIEW
A clear understanding of preferences of consumers will help the marketer to attract and maintain
their target consumer group in better way. Price, fitting, income level of consumers are significant
factors and some factors which are found to be insignificant are status, durability, and celebrity
endorsement, can be ignored by the apparel retailers in their efforts to tap and capture the market
(Rajput et al, 2012).
The customers purchase readymade garments mostly during discount period. Price, Quality and
design are the important factors considered by them while shopping (Mittal & Aggarwal, 2012;
Pandian et al, 2012; Kanthi & Kumar, 2013).
The factors namely self-concept, need for uniqueness also influence clothing interest and indirectly
influence the purchase intention in the case of global and local brands (Vikkraman & Sumathi,
2012). The readymade garments are becoming popular with youth.
Better fitting garments, awareness of brand coupled with availability of leading names, latest
designs and varieties were found to be primarily responsible for youth opting for readymade
garments. Provocation by advertising was the foremost factor for buying garments (Sawant, 2012).
The mood and clothes are interlinked which affects the clothing behavior and overall personality of
a person. The brand name and colour of cloth mostly affects the customers while purchasing
(Sharma & Pathan, 2011; Subhani et al, 2011; Zeb et al, 2011). The family structure is also the most
influencing factor for buying behavior while the advertisement was rated at the lowest (Ali et al,
2010).
12
20. 3.2 BACKGROUND OF THE STUDY
In this project I am using four different Research techniques by keeping one objective at the base and then
after compared all the methods to define the best suited method for this particular project according to me.
Here, Quantitative and qualitative methods are used to collect information (Primary data) Quantitative data
is analysed with help of SPSS software and data collected through qualitative technique is analysed with
help of circular statistical graphical method and bar charts. In the last portion all methods are compared in
tabular representation and the best suited method for the particular project is defined.
Abstract:
Indian textiles industry plays an important role in the country’s economic growth. India’s rank in world
trade is seventh in textile and sixth in clothing. Readymade garment is a part of the textile industry and it
accounts for about half of India’s textile exports. The Indian Textile Industry is the second largest
employment provider after agriculture and also the largest foreign exchange earner for the country. This
industry is growing very rapidly. Hence, the need arises to know more about the perception of the
customers for further growth of the industry. This study aims to know about the customer satisfaction level
and factors influencing readymade apparel purchase and also to know about the most popular brands of
customers in different variants of clothes which would help the readymade garments manufacturers to plan
their future growth. The findings reveal that Tommy Hilfiger and Peter England are the most preferred
brands in the city of Jalandhar and most significant considerations in apparel purchase are price and
quality. Finally, few useful marketing implications have been suggested at the end.
13
21. 3.3 PROBLEM STATEMENT OF THE STUDY
In Market Research the most important part is to recognize the problem and to define the
objective. Another important factor is to decide the sample size, sampling technique, and to
decide which research methodology to be used for particular project. To decide the particular
Research for project is the significance of Market Research.
3.4 JUSTIFICATION AND SIGNIFICANCE OF THE
STUDY
This Study would help me to understand the important factor of market research and to
carry out the best suited Research Methodology for the particular project.
Through this study we can understand the health of brand and the different attributes
which has significant impact on the choices of customers when it comes to the Branded
Readymade Clothes.
14
23. 4.1 RESEARCH OBJECTIVE
To examine the present level of satisfaction towards readymade apparel.
To find out the factors influencing purchase of readymade apparel.
To study the most popular brand among customers in branded clothes market in Ahmedabad city.
4.2 RESEARCH DESIGN
The research is an Exploratory Research involving formulation of hypothesis in
the initial phase, Descriptive research is also used at latter part in the research.
Quantitative Research has been carried out with the help of Questionnaire, Qualitative
Research has been carried out with help of pre-defined Questionnaire and Discussion
Guide as well as Theoretical Observation method is also used for this project.
4.3 POPULATION
The Population of the study consists of People who belong from Social Economical
Class-A and their Age should be between 20-45.
For the Mystery study of retailer Population consist of Two Brand stores of top 5 Brands
each of Ahmedabad city.
For the Observation Research Population consists 20 customers Belong from the age group
of 20-45 and should be buying Apparels from the outlets of Top % Brands.
For Group Discussion research Population consists of 16 People from the same age group.
16
24. 4.4 SAMPLING TYPE
Non-Probability Sampling has been used for selecting the sample from the
population.
As the population size was huge it was not possible to use Probability Sampling which
might be the true representative of the Population.
4.5 SAMPLING TECHNIQUE
In Non-Probability Sampling, Quota Sampling was used. Respondents were chosen
according to the pre-defined Quota.
4.6 SAMPLING SIZE
For the purpose of our study the sample size was kept at 102 consumers (household) and
10 Retailers, 20 Consumer for observation and 16 Respondent for group Discussion.
4.7 METHOD OF DATA COLLECTION
Primary Data was collected for the study in Ahmedabad through survey of
consumer and retailer using Structured Questionnaire.
Primary Data for Qualitative Research was collected through discussion guide and for
Observation research I used theoretical method.
Secondary Data was gathered from internet, journals and magazines that helped
to comprehend and to understand about the Company, Retail industry and to study various
past studies carried out in Rural Retail sector.
4.8 HYPOTHESIS
H0: Customers are not influenced by the advertisements of the brand.
H1: Customer are influenced by the advertisements of the brand.
H0: Customers having Age More than 30 do not prefer to purchase readymade clothes from online
Portal.
H1: Customers having age more than 30 prefer to purchase readymade clothes from online Portal.
17
25. 18
4.9 LIMITATIONS OF THE STUDY
The results of the study are limited by the ability of the methodology to address the
problem and purpose. The study has largely relied on quantitative methodology of data
collection (though qualitative methodology was used to a limited extent) and is therefore
restrictive.
The study was limited to individual buying behavior. India being a collectivistic country,
most of the purchase happens in a family set-up. Consideration of family purchase behavior
might have revealed interesting findings.
Time being the limiting factor the research was conducted on small size of population.
The data collection was confined only to Ahmedabad City and further studies at
different areas of Rural India would enable better generalization of the findings of the study.
4.10 SCOPE AND PERIOD OF THE STUDY
This study was conducted in the City of Ahmedabad and the respondents were
consumers of Ahmedabad and the brands which we selected were the top 5 brands
according to secondary data of consumer’s choice of Ahmedabad.
The study was limited to this area and the findings cannot be generalized to other parts
of the India.
The study was conducted in the period of June, 2016 to July, 2016.
27. 18
S.no Factors Frequency Percent Cumulative Percent
1 Raymond 224224
15
19
8
36
23 23
2 Arrow 15 15 38
3 Levi’s 19 19 57
4 Peter England 08 8 65
1. Which Brand comes first in your mind while thinking about readymade clothes?
Table 1: Showing brand comes first in the mind of customers.
Figure 1: Showing Brand which comes first in the mind of customer
Interpretation:
23% of the consumers of Ahmedabad responded that Raymond is the brand which comes first in
their mind while thinking of readymade branded clothes. From the above results, it can be said that
the other brands is also having a share of 35% in the mind of consumers.
Raymond
23%
Arrow
15%
levi's
19%
Peter
England
8%
others
35%
TOP OF THE MIND
28. 18
2. Which brand comes second in your mind while thinking about
readymade clothes?
(a) Reasonable Price
Table 2: Showing the level of importance of Reasonable Price
S.no Factors Frequency Percent Cumulative Percent
1 Raymond 7 17.5
2 Arrow 12 81.6
3 Levi’s 8 94.1
4 Peter England 5 98.8
5 Others 59 100
Total 102 100
Source: Primary Data
Figure 2: Showing the level of importance of Reasonable Price
Interpretation:
According to chart we can say that 58% of the consumers has other brands in their mind which
are different than top 5 brands.
Raymond
7%
Arrow
11%Levi's
8%
Peter England
5%Van Heusen
11%
Others
58%
Spontenous
Raymond Arrow Levi's Peter England Van Heusen Others
29. 18
S.no Factors Frequency Percent Cumulative Percent
1 Raymond 64 63 63
2 Not Seen 10 10 73
3 DK/CS 18 17 90
4 Others 10 10 100
Total 102 100
3. Advertisement
Table 3: Showing the level of Awareness of Advertisement
Source: Primary Data
Figure 3: Showing the level of awareness of Advertisement
Interpretation
:
63% of consumers are aware of the advertisement shown in the photo and 10% of consumers are
unaware of this advertisement.
Raymond
63%
Not seen
10%
DK/CS
17%
Others
10%
Advertising
Raymond Not seen DK/CS Others
30. 26
Table: Showing the no. Of customers present at the
time of visit
Source: Primary Data
Interpretation: Number of customers in the outlet of Raymond were Highest and Number of customers in
the outlet of arrow were Lowest.
31. 27
How much customers do spend on one to brand outlets?
Source: Primary Data
Figure: Showing the Expense on one visit to Retail outlet s
Interpretation:
No. of Customers spending between 2000-3000 per visit were Highest and No. of customers spending less
than 1000 were Lowest.
35. 6.1 Chi-Square Test
H0: Customers are not influenced by the advertisements of the brand.
H1: Customer are influenced by the advertisements of the brand.
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Exact Sig. (2-
sided)
Exact Sig. (1-
sided)
Pearson Chi-Square .080a
1 .777
Continuity Correction .001 1 .976
Likelihood Ratio .079 1 .778
Fisher's Exact Test .803 .481
Linear-by-Linear Association .079 1 .778
N of Valid Cases 102
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 7.44.
b. Computed only for a 2x2 table
Table: Showing Chi-Square Statistics
28
36. 3232
6.1.1 Chi-Square Test
H0: Customers having Age More than 30 do not prefer to purchase readymade clothes from online
Portal.
H1: Customers having age more than 30 prefer to purchase readymade clothes from online Portal.
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Age * Online_Purchase 102 81.6% 23 18.4% 125 100.0%
Age * Online_Purchase Crosstabulation
Count
Online_Purchase
TotalMost Likely Likely
No likely No
unlikely Unlikely Most Unlkely
Age 20-23 1 0 3 21 6 31
24-27 0 1 19 16 7 43
28-31 0 0 4 7 0 11
32-35 0 0 5 6 1 12
36-39 0 0 1 3 0 4
40-45 0 0 0 1 0 1
Total 1 1 32 54 14 102
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 19.128a
20 .514
Likelihood Ratio 23.469 20 .266
Linear-by-Linear Association 1.496 1 .221
N of Valid Cases 102
a. 23 cells (76.7%) have expected count less than 5. The minimum
expected count is .01.
37. 3333
6.2 ONE SAMPLE T-TEST
H0: There is no significant difference between the sample mean and population mean i.e. The mean
rating of the important factors that customers expect from online portals to provide them. μ=3
H1: There is a significant difference between the sample mean and population mean i.e. The
mean rating of the important factors that customers expect from online portals to provide them.
μ≠3
Table 32: Showing One-Sample Statistics
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Reasonable Price 102 1.58 .577 .032
High Quality 102 1.28 .481 .027
Sales Promotion 102 2.03 .845 .047
Credit 102 2.57 1.015 .057
Home Delivery 102 2.06 1.015 .057
Packing 102 2.12 .824 .046
Variety 102 1.59 .671 .038
Convenience 102 2.03 .860 .048
Advertisement 102 1.93 1.004 .056
38. Table 33: Showing One-Sample Test
One-Sample Test
Test Value = 3
95% Confidence
Interval of the
Difference
T df Sig. (2-tailed) Mean Difference Lower Upper
Reasonable Price
-44.115 319 .000 -1.422 -1.49 -1.36
High Quality -64.155 319 .000 -1.725 -1.78 -1.67
Sales Promotion -20.512 319 .000 -.969 -1.06 -.88
Credit -7.549 319 .000 -.428 -.54 -.32
Home Delivery -16.520 319 .000 -.938 -1.05 -.83
Packing -19.194 319 .000 -.884 -.98 -.79
Variety -37.667 319 .000 -1.413 -1.49 -1.34
Convenience -20.161 319 .000 -.969 -1.06 -.87
Advertisement -19.104 319 .000 -1.072 -1.18 -.96
31
39. 61
6.2.1 Reasonable Price
Inference:
The significance value obtained for the Reasonable Price is .000, which is smaller than p-
value=0.05, so we reject the null hypothesis and accept alternate hypothesis that is mean is not
equal to 3.
The sample mean of Reasonable price is 1.58 which is less than population mean (1.58<3). It can
be concluded that consumers give more importance to Reasonable price in their expectation from
Hearty Mart Super Market.
6.2.2 High Quality
Inference:
The significance value obtained for the High Quality is .000, which is smaller than p-value=0.05,
so we reject the null hypothesis and accept alternate hypothesis that is mean is not equal to 3.
The sample mean of High quality is 1.28 which is less than population mean (1.28<3). It can be
concluded that consumer consider High Quality as the most important factor in their expectation
from Hearty Mart Super Market.
6.2.3 Sales Promotion
Inference:
The significance value obtained for the Sales Promotion is .0000, which is smaller than p-
value=0.05, so we reject the null hypothesis and accept alternate hypothesis that is mean is not
equal to 3.
The sample mean of Sales Promotion is 2.03 which is less than population mean (2.03<3). It can
be concluded that consumers give importance to the Sales Promotion scheme and expects Hearty
Mart Super Market to provide them discount and good schemes.
6.2.4 Credit
Inference:
The significance value obtained for the Sales Promotion is .0000, which is smaller than p-
value=0.05, so we reject the null hypothesis and accept alternate hypothesis that is mean is not
equal to 3.
The sample mean of Credit facility is 2.57 which is less than population mean (2.57<3). It can be
concluded that consumer give importance to the Credit facility and expect to get credit facility on
few occasions.
40. 6.2.5 Home Delivery
Inference:
The significance value obtained for the Home Delivery is .0000, which is smaller than p-
value=0.05, so we reject the null hypothesis and accept alternate hypothesis that is mean is not
equal to 3.
The sample mean of Home Delivery is 2.06 which is less than population mean (2.06<3). It can
be concluded that consumer give importance to the Home Delivery and want Hearty Mart Super
Market to provide Home delivery when they purchase goods in bulk quantity.
6.2.6 Packing
Inference:
The significance value obtained for the Packing is .0000, which is smaller than p-value=0.05, so
we reject the null hypothesis and accept alternate hypothesis that is mean is not equal to 3.
The sample mean of Packaging is 2.12 which is less than population mean (2.12<3). It can be
concluded that consumer want that the goods purchased from Hearty Mart Super Market should
be properly packed.
6.2.7 Variety
Inference:
The significance value obtained for the Variety is .0000, which is smaller than p-value=0.05, so
we reject the null hypothesis and accept alternate hypothesis that is mean is not equal to 3.
The sample mean of Availability is 1.59 which is less than population mean (1.59<3). It can be
concluded that consumer gives importance to variety of goods and expects Hearty Mart Super
Market to provide them.
6.2.8 Convenience
Inference:
The significance value obtained for the Convenience is .0000, which is smaller than p- value=0.05,
so we reject the null hypothesis and accept alternate hypothesis that is mean is not equal to 3.
The sample mean of Convenience is 2.03 which is less than population mean (2.03<3). It can be
concluded that consumer would find it convenient to purchase goods from Hearty Mart Super
Market.
34
41. 63
6.2.9 Advertisement
Inference:
The significance value obtained for the Advertisement is .0000, which is smaller than p-
value=0.05, so we reject the null hypothesis and accept alternate hypothesis that is mean is not
equal to 3.
The sample mean of Advertisement is 1.93 which is less than population mean (1.93<3). It can
be concluded that consumer give importance to advertisement and will be attracted towards the
Hearty Mart Super Market through Advertisement.
6.2.10 Conclusion
The Data when analyzed by applying one sample t-test, it has been found that customers expect
High Quality, Reasonable Price, and Variety of Goods from Hearty Mart Super Market.
Following are the Ranking of the factors based on their importance which customer expect from
Hearty Mart Super Market.
Table 34: Showing Expectation of Customer‟s
Ranking Factors Mean
1
High Quality
1.28
2
Reasonable Price
1.58
3
Variety
1.59
4
Advertisement
1.93
5
Sales Promotion
2.03
6
Convenience
2.03
7 Home Delivery 2.06
8 Packing 2.12
9 Credit 2.57
43. 6868
7.1 FINDINGS
Most of the Consumers living in Ahmedabad city prefer to purchase readymade
branded clothes from the physical shops rather than Online.
Consumers purchase from the retailers which provides good quality
products at reasonable price.
Consumers give high importance to good quality products and are not
ready to compromise for the quality if there is minor price difference.
They purchase from specific retailer because of good relation and trust.
Consumers are loyal to a specific retailer as long as they provide quality
product at reasonable price else they switch to other retailers.
Method Quali/Qua
nti
Typical
cost
Typica
l Time
Samp
le
Size
Secondary
Research
Can be
either
Free or
low cost
Short -
Surveys Quantitativ
e
Varies
widely
Mediu
m
102
Focus
Groups
Qualitative Medium
-
Mediu
m
16
Interviews Qualitative Similar
to FGD
Short-
Mediu
m
-
Mystery
Shopping
Quantitativ
e
The
Most
Expensi
ve
Usuall
y long
10
Observati
on
Usually
Qualitative
Medium Medium 20
44. 6969
LEARNING
I have learnt different research techniques and did projects for each of the technique.
Performed Different tasks with help of different Research methodology.
Performed the project on behalf of Bank of Baroda to understand the perception of
customers for new product ‘Max Bupa ‘with help of Hybrid Research method.
I did Research on behalf of JD Power who accredits different Auto Mobile Companies
with help of Quantitative Research methodology.
Performed the task to study the market share of Grey Cement industry with help of
Quantitative study.
Studied customer’s perception for the TVS Tires for the biggest client of Nielsen ‘BCG’
with help of Focused Group interview.
Performed the task to measure the health of brand Idea with help of Mystery Shopping.
Studied the Awareness of the Advertisement of Raymond with help Computer aided
personal Interview.
Recruited Candidates for Focus Group interview with help of Recruitment Interview
to study the perception of students for the change of AIPMT into NEET.
45. 7070
CONCLUSION
As the definition of this project suggest the objective of the study was to find out the
best suited Research Methodology for the particular project which tends to understand
the health of the brand.
The best suited method of the Research for this Particular Project is Quantitative
Research Method.
As mentioned in the Table of comparative Evaluation Quantitative research
methodology is Cheap, Easy to perform and less Time Consuming compare to other
Research Methodology.
46. 7171
ANNEXURE
Mystery Shopping Questionnaire.
Study ID Brand Health Resp. No.
Interviewer No. Interview Length
Date of Interview [dd/mm/yy] .................................................
RECORD TIME INTERVIEW STARTED / ENDED
Please record using 24-hour format. For example, if the time is 2:47pm, record as 1447. Time Started (24-hour
format)
(R1) Time Started (24-hour format).....................................................................
Time Ended (24-hour format)
(R1) Time Ended (24-hour format) ......................................................................
Q9 RECORD DAY OF THE VISIT TO THE STORE
(To be coded after referring to the matrix and it should be aligned accordingly) [SA]
Code Route
Monday ................................................................................................................................. 1
Tuesday ................................................................................................................................. 2
Wednesday ........................................................................................................................... 3
Thursday ............................................................................................................................... 4
Friday .................................................................................................................................... 5
Saturday ................................................................................................................................ 6
Sunday .................................................................................................................................. 7
Q11 Please select which type of store you are visiting [SA] Code Route
Brand Store............................................................................................................................. 1
Competition Store................................................................................................................... 2
Q12 Which Brand store are you visiting?[SA] Code Route
1
47. 7272
Q13 Please select store code from the list below
(R1) ...........................................................................................................
Q14 Please enter the name of the store
___________________________________________________________________________
___________________________________________________________________________
Q15 RECORD STORE CLASSIFICATION DETAILS AS PER THE DATABASE PROVIDED.
(R1) City ..................................................................................................
(R2) Zone Code ........................................................................................
(R5) Circle Code .......................................................................................
(R6) Brand Code.........................................................................................
Q16 RECORD VISIT NUMBER TO THE STORE (Instruction to interviewer: please enter the
details even if the store is closed)
(To be coded after referring to the matrix and it should be aligned accordingly) [SA]
Code
(233)
Route
VISIT 1 ................................................................................................................................... 1
VISIT 2 ................................................................................................................................... 2
Q17 POP-UP CONFIRMING STORE STATUS
Please confirm the status of the store [SA]
Code
(167)
Route
Open........................................................................................................................................ 1
Closed...................................................................................................................................... 2 CLOSE
SECTION 1 – AMBIENCE
SECTION 1A: STORE INFRASTRUCTURE
Q The entrance of the store was hindrance free i.e. there was no stall or shop in front of the
store [SA]
Code
(241)
Route
Yes ........................................................................................................................................... 1 Q27
No............................................................................................................................................ 2 Q323
48. 7373
Q After you entered the store, the store was in clean condition i.e. was not dirty/ cluttered
and no papers were present on the floor. [SA]
Code
(241)
Route
Yes ........................................................................................................................................... 1
No............................................................................................................................................ 2
Q Water was visible for the customers [SA] Code Route
Yes........................................................................................................................................... 1
No / Was not visible ................................................................................................................ 2
Q325
Was there a TV visible from outside the store through a transparent glass? (By visible we
mean switched on and something displayed)
Code Route
Yes........................................................................................................................................... 1
No............................................................................................................................................ 2
Q What was being displayed on the TV?
Promotions/Product information about Idea products
Advertisements for Idea Cellular
TV was switched off
Nothing related to Idea Cellular was displayed
Code
1
2
3
4
Route
Q
Was there a display board? [SA]
Code Route
Yes ........................................................................................................................................... 1
No............................................................................................................................................ 2
Q23
Points of sale materials like danglers, Leaflets & Brochures were present / displayed in the
store? [SA]
Code
(237)
Route
Yes ........................................................................................................................................... 1 Q395
No............................................................................................................................................ 2 Q29a
49. 7474
SECTION 4A: MERCHANDIZING
Q315 The glow sign/ signage was present [SA] Code Route
Yes ........................................................................................................................................... 1
No............................................................................................................................................ 2
Q180 The glow sign/ signage was well visible (in case the visit was done in the day time) or
properly illuminated (in case the visit is done in the evening/night) [SA]
Code Route
Yes ........................................................................................................................................... 1
No............................................................................................................................................ 2
Q180a Glow sign/ signage was not broken or damaged [SA] Code Route
Yes, it was broken or damaged ............................................................................................... 1
No, it was not broken or damaged.......................................................................................... 2
Note to auditor: Please take a look at the store timing stickers given below and then answer the question that follows
Q POSTERS ON FRONT DOOR - Posters were placed/ pasted on the FRONT OPENING DOOR
(Only on the front door and not the entire Front Fascia) - Do not consider Store Timing
Stickers, Push / Pull Sticker as Posters. [SA]
Code
(235)
Route
Yes, there was a poster on front door..................................................................................... 1
No, there was no poster on front door ................................................................................... 2
Q22z PULL PUSH STICKER – Was there a pull push sticker on the front door (Auditor please note
that the pull push sticker needs to be of the format you just saw) [SA]
Code Route
Yes, there was a pull push sticker ........................................................................................... 1
No, there was no pull push sticker.......................................................................................... 2
Q330 Did you notice the sticker with instructions about the CCTV surveillance? [SA] Code Route
Yes ........................................................................................................................................... 1
No............................................................................................................................................ 2
Q Look at the area behind the( Billing Counter) executives seating area, there are
photographs there, was the area around the photographs visibly lit. [SA]
Code
(239)
Route
Yes........................................................................................................................................... 1
No............................................................................................................................................ 2
50. 7575
Q178b What was the wait time at store, before you were attended by any executive/trainee/Manager for your request?
RECORD IN MINUTES
Q334 Whom did you meet? [SA] Code
(239)
Route
Executive ................................................................................................................................. 1
Manager.................................................................................................................................. 2
Trainee 3
Q178c How many customers (please don’t include yourself, i.e. excluding yourself) were present in the store at the time of
your visit?
Q The Executive greeted me with a smile or any verbal / gesture greeting or greeted in the
local customary form? [SA]
Code
(261)
Route
Yes ........................................................................................................................................... 1 Q38b
No............................................................................................................................................ 2 Q39
Q Record the verbatim used by the executive to greet the respondent
_________________________________________________________________________
_________________________________________________________________________
Code
(261)
Route
Q The Executive initiated the interaction?[SA] (Instruction to auditor: after the executive
greets you, please wait for 5-6 seconds for the executive to speak, if he does not then
you start the interaction)
Code
(262)
Route
Yes ........................................................................................................................................... 1
No............................................................................................................................................ 2
Q Was the executive wearing the uniform? (Please note: The executive can be wearing any
of the uniforms you saw above and they may or may not be wearing cardigans and
pullovers)[SA]
Code
(243)
Route
Yes........................................................................................................................................... 01 Q29z
No ........................................................................................................................................ 02
Don’t know / Can’t Say (Exec was wearing a non-standard sweater and the shirt was not
visible and he was behind the desk and was not able to see the trousers as well) 03
Q What was the executive wearing? Auditor to observe only the executive who is
attending him/her. [SA]
Code
(245)
Route
51. 7676
Name Tag 01
Chest Tag 02
Desk Name Plate 03
There was no name tag desk tag or chest tag 04
Q What was the gender of the executive who attended him/her? [SA] Code Route
Male ........................................................................................................................................ 1
Female..................................................................................................................................... 2
Q The executive was polite throughout the interaction. [SA] Code Route
Yes ........................................................................................................................................... 1
No............................................................................................................................................ 2
Q Executive listened to your problem without any interrupting you on his own / without
anyone else trying to talk to him ( other customer or his colleagues) [SA]
Code Route
Yes ........................................................................................................................................... 1
No............................................................................................................................................ 2
Q Executive gave enough time to interact with you and was not in a hurry [SA] Code Route
Yes ........................................................................................................................................... 1
No............................................................................................................................................ 2
Q The Executive interacted in the same language as yours? [SA] Code Route
Yes ........................................................................................................................................... 1
No............................................................................................................................................ 2
SECTION: COMPETENCE
Q Was the executive able to understand your requirements in one go i.e. he did not ask you
to repeat (NOTE: IF THE EXECUTIVE ASKED THE AUDITOR TO REPEAT THE QUERY
/PROBLEM BECAUSE OF NOISE OR EXTERNAL DISTURBANCE IN THE STORE THEN IT
SHOULD BE CONSIDER AS A COMPLIANCE) [SA]
Code Route
Yes ........................................................................................................................................... 1
No............................................................................................................................................ 2
Q Was the executive able to handle your query independently? [SA] Code Route
Yes ........................................................................................................................................... 1 Q340
52. 7777
No............................................................................................................................................ 2 Q45
Q Did the executive consult someone else to answer your query? [SA] Code
(268)
Route
Yes ........................................................................................................................................... 1 Q46
No............................................................................................................................................ 2 Q340
Q The executive informed you before consulting somebody else to answer your query [SA] Code
(269)
Route
Yes ........................................................................................................................................... 1
No............................................................................................................................................ 2
Q The executive apologised for waiting and thanked you for the patience when he resumed
interaction with you? [SA]
Code
(269)
Route
Yes ........................................................................................................................................... 1
No............................................................................................................................................ 2
SECTION: CLOSING
Q After finishing with your specific query or complaint, the Executive Thanked you for
visiting the store using any local or other form of greeting OR asked if s/he could help you
with any other related matter? [SA]
Code
(275)
Route
Yes ........................................................................................................................................... 1 Q52b
No............................................................................................................................................ 2
Q Record the verbatim used by the executive close the interaction
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
Code
(261)
Route
53. 7878
Recruitment Questionnaire
Study ID Resp. No.
Interviewer No. Interview Length
No. Of Queries Reference No.
NAME OF RESPONDENT: Mr./Mrs._________________________________________ SURNAME _______________________
ADDRESS IN FULL:
BUILDING / Plot NAME / NO.: ________________________ _____________FLAT / ROOM NO.: _______ FLOOR NO.:____
STREET / ROAD NO./NAME: ___________________________ Locality Name ______________________________________
AREA NAME: _______________________ CITY/District / village: ________________________PIN CODE: _ _ _ _ _ _ _ _ Taluka
name:
LANDMARK: ________________________
EMAIL ADDRESS: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
Mobile number :____________________________
Q Record Gender [SA] Code
(127)
Route
Male ............................................................................................................... 1
Female ............................................................................................................ 2 CLOSE
Q Record Age
(TERMINATE IF LESS THAN 20 OR MORE THAN 35)
(R1) Age .............................................................................................................. (129-130)
Q SHOWCARD
Do you or anyone of your family member work for any of these companies /
organizations? (It could be full time or part time). [MA]
Code
(131)
Route
Advertising agency ............................................................................................. 1 CLOSE
Market Research Agency ..................................................................................... 2 CLOSE
Public relations .................................................................................................. 3 CLOSE
Clothes/Textile Company ..................................................................................... 4 CLOSE
Distributor/Retailer/Branded outlet of Apparel/Clothes .............................................. 5 CLOSE
Bank ................................................................................................................ 6
Govt. Services .................................................................................................... 7
54. 7979
Others .............................................................................................................. 8
TERMINATE OF ANY OF 1,2,3,4,5 CODED IN Q5
Q6 Now I would like to know something about the education of the Chief Wage Earner. Can
you tell us up to what level has the Chief Wager Earner studied?
[SA]
Code
(132)
Route
Illiterate ........................................................................................................ 1
School upto 4 years/ no schooling but literate ....................................................... 2
Schooling 5-9 years ........................................................................................ 3
SSC/HSC ...................................................................................................... 4
Some college but not graduate (Incl. Diploma) ................................................... 5
Graduate General (e.g. B.A., B.Sc, B.Com) ........................................................ 6
Post Graduate General (e.g M.A., M.Sc, M.Com) ................................................ 7
Graduate Professional (e.g. B.E., B.Tech) ........................................................... 8
Q8 Please take a look at this list and tell me which of these items do you have at home? (It
could be owned by you, your family, or provided by the employer or it could be
available in the house you live in; but it should be for the use of just you or your
family.)
EXPLAIN, IF NECESSARY: We have a standard list of items that we use in all kinds
of cities and villages. So don't worry if an item appears irrelevant for you, or too
ordinary - just go ahead and tell me which items you do have. We need this
information just for survey purpose only.
Do you have a…....... (ITEM) in your home (which is in working condition)? ASK FOR
EACH ITEM.
[MA]
Code
(135)
Route
Electricity Connection ......................................................................................... 01
Ceiling Fan ....................................................................................................... 02
LPG Stove ........................................................................................................ 03
Two Wheeler (motorcycle, scooter, scooterette, moped) ............................................ 04
Colour TV ......................................................................................................... 05
Refrigerator ....................................................................................................... 06
Washing Machine ............................................................................................... 07
Personal computer/ laptop .................................................................................... 08
Car/ Jeep/ Van ................................................................................................... 09
Air Conditioner .................................................................................................. 10
Q9 NUMBER OF Q8 ASSETS OWNED->
55. 8080
(R1) NUMBER OF (Q8) ASSETS OWNED->............................................... (136-137)
USE THE GRID TO DETERMINE THE SEC CHECK FOR QUOTAS
Q10 RECORD SEC CHECK FOR QUOTAS
[SA]
Code
(138)
Route
SEC A1 ............................................................................................................ 1
SEC A2 ............................................................................................................ 2
SEC A3 ............................................................................................................ 3
SEC B1 ............................................................................................................ 4 CLOSE
SEC B2 ............................................................................................................ 5 CLOSE
SEC C ............................................................................................................. 6 CLOSE
SEC D .............................................................................................................. 7 CLOSE
SEC E .............................................................................................................. 8 CLOSE
TERMINATE ANY RESPONDENT WHO DOESN'T FALL IN THE ABOVE GRID
Chief Earner- Education
No. of Assets
Illiterate
Literate but
no formal
schooling/
School- up
to 4 years
School- 5 to
9 years
SSC/ HSC
Some
College
(incl. a
Diploma)
but not
Graduate)
Graduate/
Post
Graduate-
General
Graduate/
Post
Graduate -
Professional
COD
E
1 2 3 4 5 6 7
None 01 E3 E2 E2 E2 E2 E1 D2
1 02 E2 E1 E1 E1 D2 D2 D2
2 03 E1 E1 D2 D2 D1 D1 D1
3 04 D2 D2 D1 D1 C2 C2 C2
4 05 D1 C2 C2 C1 C1 B2 B2
5 06 C2 C1 C1 B2 B1 B1 B1
6 07 C1 B2 B2 B1 A3 A3 A3
7 08 C1 B1 B1 A3 A3 A2 A2
8 09 B1 A3 A3 A3 A2 A2 A2
9 or more 10 B1 A3 A3 A2 A2 A1 A1
56. 8181
Q16 SHOWCARD
Do you participate in the majority of purchase decisions for your own clothing, or does
somebody else take those decisions for you? SINGLE CODING ONLY[SA]
Code
(158)
Route
I always buy my own clothing .............................................................................. 1
I usually buy my own clothing or participate in the decision ....................................... 2
I rarely buy my own clothing or participate in the decision ......................................... 3
CLOSE
I never buy my own clothing ................................................................................ 4 CLOSE
Q17 SHOWCARD
When did you last purchase clothes (any type including Fabric, readymade garments for
yourself)? SINGLE CODING ONLY
[SA]
Code
(159)
Route
In Last 1 month .................................................................................................. 1
1-3 months ........................................................................................................ 2
3-6 months ........................................................................................................ 3
More than 6 months ............................................................................................ 4 CLOSE
More than 1 year ................................................................................................ 5 CLOSE
Q18 SHOWCARD
What are the types of clothing that you bought in your last purchase? MULTIPLE
CODING POSSIBLE[MA]
Code Route
Formal shirt ....................................................................................................... 01
Casual shirt- casual/semi-formal shirts, chinese collar etc ........................................... 02
T-Shirts like v neck, round neck, etc ....................................................................... 03
Formal trousers .................................................................................................. 04
Casuals- trousers/chinos/cargos, baggy etc .............................................................. 05
Jeans ................................................................................................................ 06
Suits, blazers, coats/ safari suit .............................................................................. 07
Plain/ printed kurta /kurta-pajama (long/ short) ......................................................... 08
Embroidered kurta/ sherwani/ jodhpuri .................................................................. 09
Jackets like nehru jacket, modi jacket, bandh gala, bandi etc ....................................... 10
Others___________ ............................................................................................ 11
SECTION - BRAND AWARENESS AND USAGE
57. 8282
Q19a When I say Men's clothing, what brands come to your mind? SINGLE CODING
CODE FIRST BRAND MENTIONED IN TOM AND REST IN Q19b
READ OUT NAME OF THE BRANDS IN RANDOM ORDER AND ASK FOLLOWING FOR EACH BRAND
[SA]
Q19b Which are the other brands that comes to your mind? MULTIPLE CODING
Only aware brands will appear in usage question (Q19d)
[MA]
Q19c SHOWCARD
Ask for those not coded in Q19 a & Q19 b
Now, please look at this list. Which are the other brands are you aware of?[MA]
Q19d SHOWCARD
Have you purchased this brand in the last six months? MULTIPLE CODING
ATLEAST 1 BRAND SHOULD BE CODED IN Q22d OTHERWISE TERMINATE.
[MA]
Q19a Q19b Q19c Q19d
(H1)
TOM
(H1)
SPONT
(H1)
AIDED
BRAND
(H1)
Past 6
Months
(162-164) (165-167) (168-170) (171-173)
(R1) Allen Solly ............................................................ 01 01 01 01
(R2) Arrow .................................................................. 02 02 02 02
(R3) Arvind/The Arvind store .......................................... 03 03 03 03
(R4) Blackberrys ........................................................... 04 04 04 04
(R5) Fab India .............................................................. 05 05 05 05
(R6) Jade Blue .............................................................. 06 06 06 06
(R7) Kurta Palace .......................................................... 07 07 07 07
(R8) Louis Phillipe ........................................................ 08 08 08 08
(R9) Manyavar ............................................................. 09 09 09 09
(R10) Mebaz .................................................................. 10 10 10 10
(R11) Park Avenue .......................................................... 11 11 11 11
(R12) Peter England ........................................................ 12 12 12 12
(R13) Raymond/Raymond store ......................................... 13 13 13 13
(R14) Reid & Taylor/Reid & Taylor store ............................ 14 14 14 14
58. 8383
(R15) Siyaram's .............................................................. 15 15 15 15
(R16) US Polo ................................................................ 16 16 16 16
(R17) Van Heusen ........................................................... 17 17 17 17
(R18) Wills Lifestyle ....................................................... 18 18 18 18
(R19) Siyaram store ........................................................ 19 19 19 19
(R20) Others______(Pls specify) ....................................... 20 20 20 20
(R21) None .................................................................... 21 21 21 21
Q . QUESTIONS TO IDENTIFY ARTICULATE AND CREATIVE RESPONDENTS
I am now going to read you a few situations. For each situation I will give you two choices, please select one that is closest to your
usual behavior. Please remember that there is no right or wrong answers.
a) At a gathering, I usually
will mix with a number of people, including strangers 1
mix with a few people I know 2
b) When I am with a group of people, I usually
am happy to start a conversation 1
will wait for other people to talk to me first, I won’t initiate a conversation 2
c) I find meeting new people
interesting and stimulating 1
makes me tense, and it usually takes me a long time to warm-up 2
d) When in a group, I usually
express my honest opinion even if others don’t agree 1
Tend to follow general consensus even if I don’t totally agree with them 2
RECRUITERS NOTE: RESPONDENTS MUST CODE “1” FOR AT LEAST 3 OUT OF THE 4 QUESTIONS TO QUALIFY
FOR GROUPS
11. EXTEND INVITATION FOR ACTIVITIES
1. We would like to have a small discussion with you about your usage of cement and other such items while your house was under
construction. This will be at a central venue at a specified time. Would you be willing to spare 2-2.5 hours for us?
Yes: Thank and share Time
No: Thank and Terminate
60. 8585
2. Rate the following factors on the basis of their importance while purchasing
Readymade from specific retailers.
Very Important Important Neutral Least Important Not Important
Reasonable Price
High Quality
Loyalty
Sales Promotion
Credit
Home Delivery
Availability
Convenience
Advertisement
Others
3. Which Brand comes in your mind second while thinking of Readymade Clothes?
4. Which Brand is your favorite?
5. How much do you spend on one visit to Readymade Brand outlet?
□ Less than 1000 □1000-2000 □ 2000-3000
□ 3000-4000 □ 4000 and above
9. Rate the following factors on the basis of their importance you expect from you r favo ri t e
brand to provide customers.
Very Important Important Neutral Least Important Not Important
Reasonable Price
High Quality
Sales Promotion
Credit
Home Delivery
Packing
Variety
Convenience
Advertisement
Others
62. BIBLIOGRAPH
Y
Books
Philip Kotler, A. K. (2008). Marketing Management: A South Asian Perspective.
Pearson.
Bijapurkar, R. (2007). We are like that only: understanding the logic of Consumer India.
New Delhi, India: Pengiun Group.
Donald R. Cooper, P. S. (2010). Business Research Methods. Irwin/McGraw-Hill
(20100826).
Journals
Pedhiwal, G., Arora, P., & Vyas, J. (2011). Changing Rural Market and Role of
Marketers. International Referred Research Journal, 3.
Venkateswaram, P., Ananthi, N., & Muthukrishnan, K. B. (2011). A Study on Customer's
Brand Preference for Selective Readymade Brands At Dindigul, Tamil Nadu. Indian
Journal of Marketing, 13.
Dharni, K. (2011). Buying Behaviour of Agri Input Customers of Organized Readymade Retail
Outlets. The IUP Journal of Management Research, 15-30.
Neelmani, N. (2011). Consumer Attitude towards Brands: A Comparative Study of
Private Labels and National Brand. Indian Journal of Marketing, 28-35.
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(n.d.). Retrieved June 16, 2012, from http://www.tradeindia.com/Seller-3701466-
NIELSEN INDIA-PVT-LTD-/
(n.d.). Retrieved June 11, 2012, from http://www.nielsen.com/
63. (n.d.). Retrieved July 21, 2012, from http://india-
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