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A STUDY ON CUSTOMER PREFERENCE ON T-SHIRT
By
ANOOP. V
Reg. No. 71106631004
of
KONGU ENGINEERING COLLEGE, PERUNDURAI.
A PROJECT REPORT
Submitted to the
FACULTY OF MANAGEMENT SCIENCES
In partial fulfillment of the requirementsfor the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION
JUNE, 2008
BONAFIDE CERTIFICATE
BONAFIDE CERTIFICATE
Certified that this project report titled “A STUDY ON CUSTOMER
PREFERENCE ON T-SHIRT” is a bonafide work of ANOOP. V (Reg. No.
71106631004) who carried out the research under my supervision. Certified further,
that to the best of my knowledge the work reported herein does not form part of any
other project report or dissertation on the basis of which a degree or award was
conferred on an earlier occasion on this or any other candidate.
_______________ ___________________
Supervisor Director
Viva – Voice held on ______________
__________________ __________________
Internal Examiner External Examiner
ABSTRACT
ABSTRACT
The main purpose of this study is to understand the customer preferences on t-
shirt. The other objectives of this study are to analyze the customer attitude towards
Indian and International brands of t-shirt, to find out the important factors customers
would consider when choosing a t-shirt, to find out buying frequency and price range
and to determine the promotional methods for t-shirt.
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.
It has been suggested, that the manufacturer of t-shirts concentrate on
producing printed t-shirts to achieve targets. It is also suggested to make more cotton
t-shirts. The manufacturer of t-shirts can produce t-shirts that could have price range
of Rs.300 to Rs.500 to increase sales and profit. The manufacturer of t-shirts can
target the customers in the age group of 18 – 29 years to increase the sales, and also
concentrate in targeting the working professionals.
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.
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ACKNOWLEDGEMENT
ACKNOWLEDGEMENT
I express my sincere thanks to Thiru. V.R.Sivasubramanian, B.Com.,B.L.,
Correspondent, Kongu Engineering College, Perundurai for giving me this
opportunity to do the project in the college.
I express my sincere thanks to Prof. K. Krishnaswamy, B.E., M.Tech.,
Principal, Kongu Engineering College, and Prof. P. Suresh Kumar, M.Sc., M.B.A.,
Director and Head of the Department, Management Studies, Kongu Engineering
College, Perundurai for giving me this opportunity to acquire the real corporate
experience through this project.
I extend my hearty thanks to Mr.C.Viswanathan, Managing Director and
P.A.Holder of Koral International, Tirupur for granting me permission and guidance
in doing the project work and without whom the project would have been impossible.
I am highly indebted to my project guide Mr.R.S.Rajan, M.A. M.B.A.,
Assistant Professor, Department of Management Studies, Kongu Engineering
College, Perundurai, who inspired me and guided me in every step of the project
work.
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 No.
Particulars Page 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 No.
ParticularsPage No.
5.1 KIND OF T SHIRT DESIGN PREFERENCE 19
5.2 FIT OF T SHIRT 20
5.3 PREFERENCE REGARDING MAKE OF T SHIRT 21
5.4 T SHIRT BRANDS PREFERENCE 22
5.5 INTERNATIONAL BRANDS PREFERENCE 23
5.6 INDIAN BRANDS PREFERENCE 24
5.7 REASONABLE PRICE OF INDIAN BRANDS 25
5.8 INDIAN BRANDS ARE HIGHLY FASHIONABLE 26
5.9INTERNATIONAL BRANDS ARE HIGH QUALITY GARMENTS
27
5.10INTERNATIONAL BRANDS DENOTE STATUS SYMBOL
28
5.11 STYLE FACTOR 29
5.12 QUALITY FACTOR 30
5.13 BRAND NAME FACTOR 31
5.14 COLOUR FACTOR 32
5.15 PRICE FACTOR 33
5.16 FIT FACTOR 34
5.17 COUNTRY OF ORIGIN FACTOR 35
5.18 FREQUENCY OF BUYING T SHIRT 36
5.19 PRICE RANGE OF T SHIRT 37
5.20 T SHIRT PROMOTIONS 38
5.21 GENDER OF THE RESPONDENTS 39
5.22 AGE OF THE RESPONDENTS 40
5.23 MARITAL STATUS OF THE RESPONDENTS 41
Table No.
ParticularsPage No.
5.24 OCCUPATION OF THE RESPONDENTS 42
5.25 PLACE OF LIVING OF THE RESPONDENTS 43
5.26 ANNUAL INCOME OF THE RESPONDENTS 44
5.27THE IMPORTANT FACTORS TO RESPONDENTS WHEN CHOOSING T SHIRTS
45
5.28RELATIONSHIP BETWEEN OCCUPATION AND T SHIRT DESIGN
46
5.29RELATIONSHIP BETWEEN PRICE AND ANNUAL INCOME
47
5.30RELATIONSHIP BETWEEN GENDER AND ATTITUDE TOWARDS INDIAN BRANDS
48
5.31RELATIONSHIP BETWEEN GENDER AND ATTITUDE TOWARDS INTERNATIONAL BRANDS
50
LIST OF FIGURES
LIST OF FIGURES
Table No.
ParticularsPage No.
5.1 KIND OF T SHIRT DESIGN PREFERENCE 19
5.2 FIT OF T SHIRT 20
5.3 PREFERENCE REGARDING MAKE OF T SHIRT 21
5.4 T SHIRT BRANDS PREFERENCE 22
5.5 INTERNATIONAL BRANDS PREFERENCE 23
5.6 INDIAN BRANDS PREFERENCE 24
5.7 REASONABLE PRICE OF INDIAN BRANDS 25
5.8 INDIAN BRANDS ARE HIGHLY FASHIONABLE 26
5.9INTERNATIONAL BRANDS ARE HIGH QUALITY GARMENTS
27
5.10INTERNATIONAL BRANDS DENOTE STATUS SYMBOL
28
5.11 STYLE FACTOR 29
5.12 QUALITY FACTOR 30
5.13 BRAND NAME FACTOR 31
5.14 COLOUR FACTOR 32
5.15 PRICE FACTOR 33
5.16 FIT FACTOR 34
5.17 COUNTRY OF ORIGIN FACTOR 35
5.18 FREQUENCY OF BUYING T SHIRT 36
5.19 PRICE RANGE OF T SHIRT 37
5.20 T SHIRT PROMOTIONS 38
5.21 GENDER OF THE RESPONDENTS 39
5.22 AGE OF THE RESPONDENTS 40
5.23 MARITAL STATUS OF THE RESPONDENTS 41
Table No.
ParticularsPage No.
5.24 OCCUPATION OF THE RESPONDENTS 42
5.25 PLACE OF LIVING OF THE RESPONDENTS 43
5.26 ANNUAL INCOME OF THE RESPONDENTS 44
INTRODUCTION
CHAPTER 1
INTRODUCTION
1.1 INDUSTRY PROFILE
Indian Knitwear Industry
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 Knitwear Industry
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.
Tirupur is the "Knitwear capital" of India. Tirupur contributes to a huge
amount of foreign exchange in India. It has spurred up the textile industry in India for
the past three decades. Its economic boom boosts the morale of Indian industrialists.
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.
Some of the world's largest retailers including Walmart, Switcher, Diesel,
Tommy Hilfiger, M&S, FILA, H&M, Reebok, Zara, Nike, Adidas, QuikSilver, C&A
import many textiles items and clothing from Tirupur. There are many export Houses
in Tirupur who are successful and fast growing like Eastman Exports , PGC
Industries-Prem Durai Exports (Prem Groups), RBR , SCM , SP , Poppys.
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
Koral International is a professionally managed company manufacturing and
exporting knitted and woven readymade garments from Tirupur, India. It was
established in 1981 to cater to the needs of customers in all major cities of India. The
export division was started in 1989, supplying to renowned customers across Europe,
USA, Canada and Mexico.
The founder and MD, Mr.C.Viswanathan is a dedicated person, who has over
30 years of experience in the apparel industry. His professional approach, technical
knowledge and hard work are the key to Koral’s success.
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
This project is a study on customer preference on t-shirts. The t-shirt preference is
based on design, make of t-shirt, brands, fit etc., is determined. The attitude towards
Indian brands and International brands is also studied.
Preference
Preference (also called "taste" or "penchant") is a concept, used in the social
sciences, particularly economics. It assumes a real or imagined "choice" between
alternatives and the possibility of rank ordering of these alternatives, based on
happiness, satisfaction, gratification, enjoyment, utility they provide. More generally,
it can be seen as a source of motivation. In cognitive sciences, individual preferences
enable choice of objectives/goals.
The Need to Understand Customer 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.
Research into this area of consumer behavior has brought an understanding, to
some of the major issues with standard customer satisfaction research. Most
importantly, we have come to realize that high customer satisfaction does not assure
continued customer preference. Satisfaction research over the past fifteen years
demonstrates that high satisfaction scores, while a measure of corporate performance
on a set of important criteria, do not adequately explain the composition of preference
formation and therefore often serve as an insufficient predictor of sustained
preference or what is normally referred to as customer loyalty.
Loyalty as a concept has also shown itself to be difficult to define. Like
beauty, loyalty is truly in the eye of the beholder. We understand there are different
types and degrees of loyalty and some of these are not appropriate in describing the
relationship between a consumer and a company. However, preference (defined as
The power or ability to choose one thing over another with the anticipation that the
choice will result in greater satisfaction, greater capability or improved performance)
has demonstrated the ability to be effectively measured and to provide meaningful
insight into the choices consumers make when selecting one provider over another
and when determining to continue a relationship over time.
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
A review of the literature pertaining to the consumer preference on the
clothing has been carried out.
Mary K. Ericksen and M. Joseph Sirgy (1992) in their research titled
“Employed Females' Clothing Preference, Self-Image Congruence, and Career
Anchorage” have found that (a) employed females are more likely to wear those
outfits that match their actual self-image and ideal self-image than those that do not
match their actual and ideal self-image; (b) the more upward the career anchorage, the
greater the self- and ideal congruity involving a business-like outfit, and the greater
the preference for wearing business-like outfits. Five garment images were used:
feminine, business-like, casual, sexy, and collegiate. The hypotheses were mostly
supported.
Kulkarni (1995) conducted a study and described consumer apparel selection
from a psychological perspective. The paper noted the difference between customer-
oriented properties and consumer-oriented properties. The customer-oriented
properties, those that are usually considered during the purchase process, include
texture, drape and expected resistance to shrinking of the fabric and color, style and
comfort of the entire garment. The consumer-oriented properties are those that
influence the performance of the garment, and include fabric weight, crease retention
and colorfastness to washing and sunlight. According to Kulkarni, the consumer-
oriented properties are often overlooked at the time of purchase because the buyer
considers aesthetic properties and only evaluates performance factors after purchase,
causing a reduction in the perceived value if the garment does perform to the buyer’s
expectation.
L.J. Anderson and E. L. Brannon (1997) in their research titled
“Understanding Fitting Preferences of Female Consumers” found that length and
tightness were the most common complaints for problems of fit. Overall, female
respondents who felt better about their bodies were more likely to select fitted
clothing. Clothing benefits such as fashion innovativeness, fashion image and figure
flaw compensation were associated with body shape and fit preference.
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
AIM OF THE PROJECT
3.1 OBJECTIVES OF THE STUDY
Primary Objectives
To understand the customer preferences on T-Shirts.
Secondary Objectives
To analyze the customer attitude towards Indian and International brands of
t-shirts.
To find out the important factors customers would consider when choosing
t-shirts.
To find out buying frequency and price range.
To determine the promotional methods for t-shirts.
SCOPE OF THE STUDY
3.2 SCOPE OF THE STUDY
This project is undertaken to understand the preferences of the customers who
use t-shirts. It studies about their expectations in t shirts and their attitude towards the
national and international brands.
Understanding the customer preference helps the t shirt manufacturers, to
target the customers more effectively, attract their patronage and satisfy their needs
and wants.
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
The purpose of research is to discover answers to questions through the
application of scientific procedures. The main aim of research is to find out the truth,
which is hidden and which has not been discovered as yet. According to Clifford
Woody research comprises defining and redefining problems, formulating hypothesis
or suggested solutions; collecting, organizing and evaluating data; making deductions
and reaching conclusions; and at last carefully testing the conclusions to determine
whether they fit the formulating hypothesis.
4.2 RESEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis
of data in a manner that aims to combine relevance to the research purpose with
economy in procedure. In fact, the research design is the conceptual structure within
which research is conducted. It constitutes the blueprint for the collection,
measurement and analysis of data. As such the design includes an outline of what the
researcher will do from writing the hypothesis and its operational implications to the
final analysis of data.
4.3 SAMPLING DESIGN
A sample design is a definite plan for obtaining a sample from a given
population. It refers to the technique or the procedure the researcher would adopt in
selecting items for the sample. Sample design may as well lay down the number of
items to be included in the sample i.e., the size of the sample. Sample design is
determined before data are collected. There are many sample designs from which a
researcher can choose. Some designs are relatively more precise and easier to apply
than others. Researcher must select/prepare a sample design which should be reliable
and appropriate for his research study.
The sampling technique used in this study is simple random sampling. The
customers of t-shirt retail showroom, textile shops and factory outlets are the
respondents.
4.3.1 Sample Size
It is the number of items to be selected from the universe to constitute a
sample. In this study the sample size is 400.
Calculation of sample size for large (infinite) population:-
n = (zs/e)2
where:
z = 2.576 for 99% level of confidence1.96 for 95% level of confidence1.645 for 90% level of confidence
s = estimated standard deviation
e = desired margin of error
4.4. SOURCES OF DATA
Primary Data
Primary data is collected from the respondents using the questionnaire.
Secondary Data
Researcher has collected the secondary data from websites, journals and magazines.
4.5 TOOLS USED FOR ANALYSIS
The tools used in this study for analysis are:-
Percentage analysis
Weighted Average
Chi – Square test
Percentage Analysis
Percentage analysis is nothing but conversion of collected data or units into
percentage after tabulation, which makes tabulation in a more presentable form and it
eases comparison.
Weighted Average
The weighted mean or weighted average of a non-empty set of data
and weights is calculated by
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.
Chi – Square Test
Pearson's chi-square (χ2) test is the best-known of several chi-square tests –
statistical procedures whose results are evaluated by reference to the chi-square
distribution. Its properties were first investigated by Karl Pearson.
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.
The chi-square statistic can then be used to calculate a p-value by comparing
the value of the statistic to a chi-square distribution. The number of degrees of
freedom is equal to the number of possible outcomes, minus 1.
Pearson's chi-square is used to assess two types of comparison: tests of
goodness of fit and tests of independence. A test of goodness of fit establishes
whether or not an observed frequency distribution differs from a theoretical
distribution. A test of independence assesses whether paired observations on two
variables, expressed in a contingency table, are independent of each other – for
example, whether people from different regions differ in the frequency with which
they report that they support a political candidate.
A chi-square probability of 0.05 or less is commonly interpreted by applied
workers as justification for rejecting the null hypothesis that the row variable is
unrelated (that is, only randomly related) to the column variable. The alternate
hypothesis is not rejected when the variables have an associated relationship.
ANALYSIS AND INTERPRETATION
CHAPTER 5
DATA ANALYSIS AND INTERPRETATION
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
Preference Respondents Percent
Plain 105 26.3
Stripes 95 23.8
Printed 117 29.3
Trendy Embellishments 83 20.8
Total 400 100.0
Trendy EmbellishmentPrintedStripesPlain
Pe
rce
nt
30
20
10
0
FIGURE 5.1 SHOWING KIND OF T SHIRT DESIGN PREFERENCE
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
Preference Respondents Percent
Loose Fit 41 10.3
Comfort Fit 221 55.3
Tight Fit 138 34.5
Total 400 100.0
Tight FitComfort FitLoose Fit
Pe
rce
nt
60
50
40
30
20
10
0
FIGURE 5.2 SHOWING FIT OF T SHIRT
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
Preference Respondents Percent
Cotton 169 42.3
Polyester 38 9.5
Cotton Polyester 112 28.0
Cotton Lycra 81 20.3
Total 400 100.0
Cotton LycraCotton PolyesterPolyesterCotton
Pe
rce
nt
50
40
30
20
10
0
FIGURE 5.3 SHOWING PREFERENCE REGARDING MAKE OF T SHIRT
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
Preference Respondents Percent
International Brands 88 22.0
Indian Brands 162 40.5
Any Brand 150 37.5
Total 400 100.0
Any BrandIndian BrandsInternational Brands
Pe
rce
nt
50
40
30
20
10
0
FIGURE 5.4 SHOWING T SHIRT BRANDS PREFERENCE
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
Preference Respondents Percent
Nike 60 15.0
Springfield 45 11.3
Tommy Hilfiger 91 22.8
Adidas 91 22.8
Not Applicable 113 28.3
Total 400 100.0
Not ApplicableAdidasTommy HilfigerSpringfieldNike
Pe
rce
nt
30
20
10
0
FIGURE 5.5 SHOWING INTERNATIONAL BRAND PREFERENCE
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
Preference Respondents Percent
Proline 39 9.8
Duke 42 10.5
Classic Polo 168 42.0
Wills Lifestyle 58 14.5
Not Applicable 93 23.3
Total 400 100.0
Not Applicable
Wills Lifestyle
Classic Polo
Duke
Proline
Pe
rce
nt
50
40
30
20
10
0
FIGURE 5.6 SHOWING INDIAN BRANDS PREFERENCE
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
Opinion Respondents Percent
Strongly Disagree 58 14.5
Disagree 21 5.2
Neutral 91 22.8
Agree 191 47.7
Strongly Agree 39 9.7
Total 400 100.0
9.7%
47.7%
22.8%
5.2%
14.5%
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
FIGURE 5.7 SHOWING REASONABLE PRICE OF INDIAN BRANDS
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
Opinion Respondents Percent
Strongly Disagree 62 15.5
Disagree 39 9.7
Neutral 107 26.8
Agree 155 38.7
Strongly Agree 37 9.3
Total 400 100.0
9.3%
38.7%
26.8%
9.7%
15.5%
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
FIGURE 5.8 SHOWING INDIAN BRANDS ARE HIGHLY FASHIONABLE
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
Opinion Respondents Percent
Strongly Disagree 50 12.5
Disagree 20 5.0
Neutral 92 23.0
Agree 171 42.8
Strongly Agree 67 16.8
Total 400 100.0
16.8%
42.8%
23.0%
5.0%
12.5%Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
FIGURE 5.9 SHOWING INTERNATIONAL BRANDS ARE HIGH QUALITY GARMENTS
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
Preference Respondents Percent
Strongly Disagree 54 13.5
Disagree 23 5.8
Neutral 110 27.5
Agree 138 34.5
Strongly Agree 75 18.8
Total 400 100.0
18.8%
34.5%
27.5%
5.8%
13.5%Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
FIGURE 5.10 SHOWING INTERNATIONAL BRANDS DENOTE STATUS SYMBOL
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
Opinion Respondents Percent
Strongly Unimportant 1 0.2
Unimportant 16 4.0
Neutral 56 14.0
Important 218 54.5
Strongly Important 109 27.3
Total 400 100.0
27.3%
54.5%
14.0%
4.0%
.2%Strongly Important
Important
Neutral
Unimportant
Strongly Unimportant
FIGURE 5.11 SHOWING STYLE FACTOR
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
Opinion Respondents Percent
Strongly Unimportant 1 0.2
Unimportant 3 0.7
Neutral 44 11.0
Important 189 47.2
Strongly Important 163 40.7
Total 400 100.0
40.7%
47.2%
11.0%
.7%
.2%
Strongly Important
Important
Neutral
Unimportant
Strongly Unimportant
FIGURE 5.12 SHOWING QUALITY FACTOR
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
Opinion Respondents Percent
Unimportant 16 4.0
Neutral 109 27.3
Important 163 40.7
Strongly Important 112 28.0
Total 400 100.0
28.0%
40.7%
27.3%
4.0%
Strongly Important
Important
Neutral
Unimportant
FIGURE 5.13 SHOWING BRAND NAME FACTOR
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
Opinion Respondents Percent
Unimportant 9 2.3
Neutral 74 18.5
Important 205 51.2
Strongly Important 112 28.0
Total 400 100.0
28.0%
51.2%
18.5%
2.3%
Strongly Important
Important
Neutral
Unimportant
FIGURE 5.14 SHOWING COLOUR FACTOR
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
Opinion Respondents Percent
Unimportant 15 3.8
Neutral 83 20.7
Important 191 47.7
Strongly Important 111 27.8
Total 400 100.0
27.8%
47.7%
20.7%
3.8%
Strongly Important
Important
Neutral
Unimportant
FIGURE 5.16 SHOWING PRICE FACTOR
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
Opinion Respondents Percent
Unimportant 7 1.8
Neutral 45 11.2
Important 212 53.0
Strongly Important 136 34.0
Total 400 100.0
34.0%
53.0%
11.2%
1.8%
Strongly Important
Important
Neutral
Unimportant
FIGURE 5.16 SHOWING FIT FACTOR
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
Opinion Respondents Percent
Strongly Unimportant 11 2.7
Unimportant 41 10.2
Neutral 112 28.0
Important 144 36.0
Strongly Important 92 23.0
Total 400 100.0
23.0%
36.0%
28.0%
10.2%
2.7%
Strongly Important
Important
Neutral
Unimportant
Strongly Unimportant
FIGURE 5.17 SHOWING COUNTRY OF ORIGIN FACTOR
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
Frequency Respondents Percent
Every Month 61 15.3
Every Two Months 90 22.5
Every Four Months 92 23.0
Every Six Months 98 24.5
Once in a Year 59 14.8
Total 400 100.0
Once in a Year
Every Six Months
Every Four Months
Every Two Months
Every Month
Pe
rce
nt
30
20
10
0
FIGURE 5.18 SHOWING FREQUENCY OF BUYING T SHIRT
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
Price Respondents Percent
Less Than Rs.300 81 20.3
Rs.301 to Rs.500 143 35.8
Rs.501 to Rs.750 90 22.5
Rs.751 to Rs.1000 53 13.3
More Than Rs.1000 33 8.3
Total 400 100.0
More Than Rs.1000
Rs.751 to Rs.1000
Rs.501 to Rs.750
Rs.301 to Rs.500
Less Than Rs.300
Pe
rce
nt
40
30
20
10
0
FIGURE 5.19 SHOWING PRICE RANGE OF T SHIRT
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
Promotions Respondents Percent
Discounts for purchase exceeding Rs.1000 59 14.8
For 3 t-shirts purchased, 1 t-shirt free 128 32.0
Gifts on every purchase 69 17.3
No, Thanks 144 36.0
Total 400 100.0
No, Thanks
Gifts on every purch
For 3 t-shirts purch
Discounts for purcha
Pe
rce
nt
40
30
20
10
0
FIGURE 5.20 SHOWING T SHIRT PROMOTIONS
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
Gender Respondents Percent
Male 242 60.5
Female 158 39.5
Total 400 100.0
FemaleMale
Pe
rce
nt
70
60
50
40
30
20
10
0
FIGURE 5.21 SHOWING GENDER OF THE RESPONDENTS
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
Age Respondents Percent
18 - 24 years 154 38.5
25 - 29 years 146 36.5
30 - 34 years 56 14.0
More than 35 44 11.0
Total 400 100.0
More than 3530 - 34 years25 - 29 years18 - 24 years
Pe
rce
nt
50
40
30
20
10
0
FIGURE 5.22 SHOWING AGE OF THE RESPONDENTS
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
Marital Status Respondents Percent
Unmarried 214 53.5
Married 186 46.5
Total 400 100.0
46.5%
53.5%
Married
Unmarried
FIGURE 5.23 SHOWING MARITAL STATUS OF THE RESPONDENTS
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
Occupation Respondents Percent
Student 83 20.7
Self-Employed/ Own
Company79 19.8
Working Professional 223 55.8
Homemaker 15 3.8
Total 400 100.0
3.8%
55.8%19.8%
20.7%
Homemaker
Working ProfessionalSelf-Employed / Own
Student
FIGURE 5.24 SHOWING OCCUPATION OF THE RESPONDENTS
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
Place Respondents Percent City 157 39.3 Town 195 48.8 Village 48 12.0 Total 400 100.0
12.0%
48.8%
39.3%
Village
Town
City
FIGURE 5.25 SHOWING PLACE OF LIVING OF THE RESPONDENTS
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
Annual Income Respondents Percent
Less than Rs.1,20,000 116 29.0 Rs.1,20,000 - Rs.2,40,000 85 21.3 Rs.2,41,000 - Rs.3,60,000 58 14.5
Rs.3,61,000 and Above 39 9.7
Not Applicable 102 25.5
Total 400 100.0
25.5%
9.7%
14.5%21.3%
29.0%
Not Applicable
Rs.3,61,000 and Abov
Rs.2,41,000 - Rs.3,6
Rs.1,20,000 - Rs.2,4
Less than Rs.1,20,00
FIGURE 5.26 SHOWING ANNUAL INCOME OF THE RESPONDENTS
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
Factors 1 2 3 4 5 TotalWeighted
Average
Quality 1 3 44 189 163 400 114.00
Fit 0 7 45 212 136 400 111.80
Colour 0 9 74 205 112 400 108.00
Style 1 16 56 218 109 400 107.87
Price 0 15 83 191 111 400 106.53
Brand Name 0 16 109 163 112 400 104.73
Country of Origin 11 41 112 144 92 400 97.67
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
TABLE 5.28 RELATIONSHIP BETWEEN OCCUPATION AND T-SHIRT
DESIGN
Kinds of t-shirt design preference
Occupation of the respondents Total
Student Self employed/ Own company
Working professionals
Home maker
Plain 13 13 75 4 105
Stripes 17 23 50 5 95
Printed 27 25 63 2 117
Trendy embellishment
s
26 18 35 4 83
Total 83 79 223 15 400
INFERENCE:
Printed design is preferred by most number of respondents and trendy
embellishments design is preferred the least. Most of the respondents are working
professionals and home maker is the least. In the working professionals plain design is
the highly preferred and trendy embellishments design is least preferred. Among
students, printed design is highly preferred. And also among self employed/ own
company, printed design is highly preferred.
Price range of t-shirt
Annual income of the respondents Total
Less than
Rs.1,20,000
Rs.1,20,000 to Rs.2,40,000
Rs.2,41,000 to Rs.3,60,000
Rs.3,61,000 and Above
Not
Applicable
Less than Rs300
42 11 2 2 24 81
Rs.301 to Rs.500
48 31 21 11 32 143
Rs.501 to Rs.750
18 25 20 8 19 90
Rs.751 to Rs.1000
3 12 14 11 13 53
More than Rs.1000
5 6 1 7 14 33
Total 116 85 58 39 102 400
TABLE 5.29 RELATIONSHIP BETWEEN PRICE AND ANNUAL INCOME
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
TABLE 5.30 SHOWING THE RELATIONSHIP BETWEEN THE GENDER AND ATTITUDE TOWARDS INDIAN BRAND.
OPINION GENDER OF THE RESPONDENTS TOTAL
MALE FEMALE
Strongly Disagree 9 49 58
Disagree 9 12 21
Neutral 71 20 91
Agree 126 65 191
Strongly Agree 27 12 39
TOTAL 242 158 400
Source : Primary Data
NULL HYPOTHESIS (H0) : There is no significant relationship
between the gender and attitude towards
Indian brands.
ALTERNATE HYPOTHESIS (H1) : There is significant relationship
between the gender and attitude towards
Indian brands.
Observed Frequency(O)
Expected Frequency(E)
O-E (O-E)2 (O-E)2
-----------
E9 35.1 -26.1 681.21 19.41
49 22.9 26.1 681.21 29.75
9 12.7 -3.7 13.69 1.08
12 8.3 3.7 13.69 1.65
71 55.1 15.9 252.81 4.59
20 35.9 -15.9 252.81 7.04
126 115.6 10.4 108.16 0.93
65 75.4 -10.4 108.16 1.43
27 23.6 3.4 11.56 0.49
12 15.4 -3.4 11.56 0.49
Total 66.9
TABLE SHOWING CALCULATION OF CHI SQUARE
CALCULATION:
Calculated Value = 66.9
Degree of Freedom = 4
Table Value = 9.49
Result = Significant
Significant Level = Significant at 5%
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.
OPINION GENDER OF THE RESPONDENTS TOTAL
MALE FEMALE
Strongly Disagree 3 47 50
Disagree 13 7 20
Neutral 67 25 92
Agree 114 57 171
Strongly Agree 45 22 67
TOTAL 242 158 400
Source : Primary Data
NULL HYPOTHESIS (H0) : There is no significant relationship
between the gender and attitude towards
International brands.
ALTERNATE HYPOTHESIS (H1) : There is significant relationship
between the gender and attitude towards
International brands.
TABLE SHOWING CALCULATION OF CHI SQUAREObserved
Frequency(O)Expected
Frequency(E)O-E (O-E)2 (O-E)2
------------
E3 30.3 -27.3 745.29 24.60
47 19.8 27.2 739.84 37.36
13 12.1 0.9 0.81 0.067
7 7.9 -0.9 0.81 0.10
67 55.7 11.3 127.69 2.30
25 36.3 -11.3 127.69 3.52
114 103.5 10.5 110.25 1.065
57 67.5 -10.5 110.25 1.633
45 40.5 4.5 20.25 0.5
22 26.5 -4.5 20.25 0.76
Total 71.905
CALCULATION:
Calculated Value = 71.905
Degree of Freedom = 4
Table Value = 9.49
Result = Significant
Significant Level = Significant at 5%
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
SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION
6.1 FINDINGS
26.3% of the respondents prefer plain T shirts, 23.8% of the respondents
prefer stripes T shirts, 29.3% of the respondents prefer printed T shirts,
20.8% of the respondents prefer trendy embellishments T shirts.
Most of the respondents i.e., 55.3% prefer comfort fit.
42.3% of the respondents prefer the make of cotton T shirts.
40.5% of the respondents prefer Indian brands, 22% of the respondents prefer
International brands and 37.5% of the respondents prefer any brand.
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, 22.8% of the respondents prefer
international brand Adidas remaining, 28.3% are not particular about any
brand.
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, 23.3% are not particular about 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.
32% of the respondents prefer the promotion as for 3 t-shirts purchased, 1 t-
shirt free and 36% of the respondents say no thanks.
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.
53.5% of the respondents are unmarried, 46.5% of the respondents are
married.
Most of the respondents i.e., 55.8% are working professional.
29% of the respondents have annual income less than Rs.120000 and 21.3%
of the respondents have annual income in the range Rs.120000 – Rs.
2,40,000.
SUGGESTIONS
6.2 SUGGESTIONS
The manufacturer of t-shirt should concentrate on producing printed t-shirts to
achieve targets.
It is also suggested to make more cotton t-shirts.
The manufacturer of t-shirt can produce t-shirts that could have price range of
Rs.300 to Rs.500 to increase sales and profit.
Giving a t-shirt free for the purchases made would be an ideal promotional
method.
The manufacturer of t-shirt can target customers in the age group of 18 – 29
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
1. Philip Kotler (2001) Marketing management (12th edition), Prentice Hall of
India Private Ltd., New Delhi.
2. C.R.Kothari (2001) Research Methodology, Wishva Prakashan, New Delhi.
3. Uma Sekaran (2000) Research Methods for Business, John Wiley and Sons
Inc., New York.
4. Leon G. Schiffman, Leslie Lazar Kanuk (2002) “Consumer Behaviour”,
Pearson Education, New Delhi.
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
A STUDY ON CUSTOMER PREFERENCE ON T-SHIRT
Please fill up the questionnaire:-
1. What kind of t-shirt design do you prefer to wear?
1) Plain 2) Stripes 3) Printed 4) Trendy embellishments
2. How do you prefer the fit of your t-shirt to be?
1) Loose fit 2) Comfort fit 3) Tight fit
3. What make of t-shirt do you normally prefer to wear?
1) Cotton 2) Polyester 3) Cotton Polyester 4) Cotton Lycra
4. Which one of the following do you prefer in t-shirt brands?
1) International brands 2) Indian brands 3) Any Brand
5. Which one of the international brands do you prefer?
1) Nike 2) Springfield 3) Tommy Hilfiger 4) Adidas 5) Not applicable
6. Which one of the Indian brands do you prefer?
1) Proline 2) Duke 3) Classic Polo 4) Wills Lifestyle 5) Not applicable
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 StronglyDisagree Agree
a. Indian brands have reasonable price
b. Indian brands are highly fashionable
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
9. How often do you buy t-shirt?
1) every month 2) every two months 3) every four months 4) every six months
5) once in a year
10. How much would you like to pay for a t-shirt?
1) less than Rs.300 2) Rs.301 to 500 3) Rs.501 to Rs.750 4) Rs.751 to 100
5) more than Rs.1000
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
12. Name : _________________________
13. What is your gender? 1) Male 2) Female
14. What is your age group? 1) 18 – 24 2) 25 – 29 3) 30 – 34 4) more than 35
15. Marital Status: 1) Unmarried 2) Married
16. What is your occupation?1) Student 2) Self-employed /own company 3) Working Professional 4) Homemaker
17. Where do you live?1) City 2) Town 3) Village
18. What is your annual income level?1) Less than Rs.1,20,000 2) Rs.1,20,000–Rs.2,40,000 3) Rs.2,41,000–Rs.3,60,0004) Rs.3,61,000 and above 5) Not applicable
