chapter - vi a comparative study of indian brand & multinational

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CHAPTER - VI

A COMPARATIVE STUDY OF INDIAN BRAND &

MULTINATIONAL BRAND OF READYMADE GARMENTS

As the world is turning into a Global Village and new products from

abroad are finding their way into the country, the trend of consumption by our

native people is slowly changing. They are becoming more prone to prefer

Multinational brands than the Indian ones since the influence by the western

world is getting stronger day by day. The globalization of market has created

complex and intertwined sourcing and marketing strategies. If any bias resulting

from these strategies is present in the consumers’ preference, then manufacturers,

exporters, importers, distributors, and other channel intermediaries must pay

close attention to how this affects their businesses and use proper strategies to

respond to this phenomenon. Globalization has led various firms to operate on a

global level which has brought changes in consumers’ preference and his

knowledge. Consumers are now more aware of other cultures, lifestyles and

brands due to international travel and satellite television. It has now been

observed that consumers prefer multinational brands more frequently than the

Indian ones. They feel proud in purchasing imported goods which has increased

the power of global brands.

Studies show that consumers of developing countries prefer Multinational

brands, especially from the west, for reasons not only of perceived quality but

also of social status. Thus, a brand’s country of origin serves as a “quality halo”

or summary of product quality and people prefer such brands for status-

enhancing reasons. Demographics (income, education, occupation and family

background) also determine the consumer’s lifestyle and preference pattern.

Magnar and Hulpke (2008) found that demographics substantially

determine the exposure to, and thus the purchase of expensive foreign goods. In

developing countries like India, social classes also show noticeable brand

preference. It has been observed that the elite class and the upper-middle class go

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towards expensive multinational brands more frequently to make a prominent

position in the society, as ours is a status conscious society. The objective of this

study is therefore to examine some of the influences such as consumer

ethnocentrism, the role of social influences like advertising, celebrity

endorsements, country of origin, status symbol and marketing mix strategies in

affecting consumers’ preference and evaluations of these brands.

6.1 Consumers’ Preference towards Brand The image surrounding a company's brand is the principal source of its

competitive advantage and is therefore a valuable strategic asset. Unfortunately,

many companies are not adept at disseminating a strong, clear message that not

only distinguishes their brand from the competitors', but distinguishes it in a

memorable and positive manner. The challenge for all brands is to avoid the

pitfalls of portraying a muddled or negative image, and instead, create a broad

brand vision or identity that recognizes a brand as something greater than a set of

attributes that can be imitated or surpassed. In fact, a company should view its

brand to be not just a product or service, but as an overall brand image that

defines a company’s philosophies. A brand needs more than identity; it needs a

personality. From the design of a new product to the extension of a mature

brand, effective marketing strategies depend on a thorough understanding of the

motivation, learning, memory, and decision processes that influence what

consumers buy. Theories of consumer preference have been repeatedly linked to

managerial decisions involving development and launching of new products,

segmentation, timing of market entry etc. The brand name of a product that has

worldwide recognition. A global brand has the advantage of economies of scale

in terms of production, recognition, and packaging. While the product or brand

itself remains the same, the marketing must take into account the local market

conditions and the resulting marketing campaign must be tailored accordingly.

Care must also be taken to ensure that there is nothing offensive in terms of the

name or packaging in the various cultures and languages. A problem with global

branding is that, if problems are experienced in one country, there could be

worldwide repercussions for the brand.

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According to Omelia (2005), successful multinational brands must

anticipate cultural trends, styles and evolving consumer values in order to appeal to

customers across international boundaries; a product's relevance to its customers

dictates its global potential. Brands which have a large disparity in consumer

regard and image are not as likely to find a standardized global positioning to

become a global brand. Successful multicultural advertisers have secured brand

loyalty from culturally diverse consumers by tailoring the brand's image to reflect

individual cultures. With regards to brands, creation or maintenance of a global

brand is highly dependent upon the existing status of the brand. If the company has

maintained independent brand names for the same product for numerous countries,

it becomes more difficult and risky to implement a single global brand name. If the

product has been adapted in various countries to accommodate local tastes, the

creation of a single global brand is not recommended.

Today, the buyers of readymade garment segment are aware of the running

trends, and demand the newest in fashion and products at a reasonable cost. At the

front position of this evolution are the smaller players that are thoroughly

transforming the dressing way of men, women and children. With the supply chain

limitations eased, organization in real estate markets, and rationale tax structure, the

readymade garment segment has become more lucrative and it is anticipated that the

readymade garment segment will be the main segment in the next five years. The

Indian readymade apparel market is still in a budding phase. Due to the higher the

introduction cost of brand in India for the foreign players, domestic players have no

fear of any outside competition. The main obstacle to the organized players is the

huge unorganized scenario of the market. In a move to compete, the organized

players have rolled out their own strategy of standardizing the goods. The brands

introduced by these major textile players hold much intrinsic power and high on

quality and pricing factors. They present the inheritance and constancy in the

garment piece. The major contributors in Indian Readymade apparel are Siyaram’s

Oxemberg Raymond’s Park Avenue, Zodiac, Wills Lifestyle, Provogue, Spykar,

John Player, Koutons, Flying Machine & Lawman and in Multinational brands the

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main brands have taken for the study: Levi’s, Gucci, Guess, Pepe, Arrow, Georgio

Armani, Lee, Tommy Hilfiger, Diesel & Wrangler.

6.2 Profile of Indian Brands

Siyaram- Establishment Year-29 June, 1978

Siyaram's is venturing into readymade garment to grip the continuously

changing fashion trends. It is becoming a prominent designer of men’s

readymade garments and accessories from fabric manufacturer. The two major

unique selling points of the recently launched Siyaram's brand, Monday to

Sunday Dressing would be the widespread 30,000 retail outlets, where it is

selling fabrics and second, the fabric quality that Siyaram's has, which guarantees

that the buyer gets the high quality at a cheaper price. In accordance of its venture

into men's readymade clothing line, Siyaram's Monday to Sunday Dressing

would include casuals, semi-formals, formals, club wear in the middle and

premium segments, targeting the youth. At first the Monday to Sunday dressing

line would be introduced in Southern and Western India, and would be sold

through its retail outlets.

Siyaram has a wide range of garments-Suiting, shirting, trousers and more.

Only the finest of the fabrics are selected to make the garments. The garments are

made keeping in mind the current fads and trends and the comfort of the customer.

With strong brands, wide distribution channels, strong presence in tier II and tier III

cities, increased manufacturing capacity, emphasis on the latest designs and

affordable pricing, Siyaram Silk Mills aims to become a Rs. 2000 crore company

by March 2015. ‘Come Home to Siyaeram’ has been the advertising philosophy

that Siyaram Silk Mills has stood by in the last 35 years of operation in the textile

industry. In the readymade (apparel) segment, it has brands – J. Hompstead, MSD

and Oxemberg. It recently launches three brands – Royal Linen (Inner fabric for

men and women), Moretti (Cotton shirting), and Zenesis (cotton suiting) and these

are contributing well towards the company’s growth. Unlike food or health retail

franchise, apparel retailing is not perishable and the logistics. Oxemberg is a result

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of the forward Integration of the Siyaram Poddar Group. The division is geared

towards achieving all-round excellence through consistent innovation, expertise in

sourcing, quality benchmarks against international parameters with a committed

team of specialized skill-holders for the key focus areas. The product range

comprises of formal shirts and trousers, casual shirts and trousers, Jeanswear and

accessories viz., handkerchiefs and socks.

Establishment Year-2000-Oxemberg is a result of the forward

Integration of the Siyaram Poddar Group. The division is geared towards

achieving all round excellence through consistent innovation, expertise in

sourcing, quality benchmarks against international parameters with a committed

team of specialized skill-holders for the key focus areas. The product range

comprises of formal shirts and trousers, casual shirts and trousers, Jeanswear and

accessories viz., handkerchiefs and socks. Oxemberg's competitive advantage in

quality is due to the state of the art technology adopted at the in-house

manufacturing infrastructure equipped with sophisticated and specialized

machines from reputed companies across the world. Oxemberg has established

itself as a leading brand in the means Ready Made Garment industry and is

emerging as a favorite choice of the fashion conscious male in the Indian market

who also seeks quality and value in his purchase. The company has also ventured

into the global markets through Australia, UK, Germany, Switzerland, Spain,

Middle East and Sri Lanka, and has received enthusiastic response.

Oxemberg's competitive advantage in quality is due to the state of the art

technology adopted at the in-house manufacturing infrastructure equipped with

sophisticated and specialized machines from reputed companies across the

world. Oxemberg has established itself as a leading brand in the means Ready

Made Garment industry and is emerging as a favorite choice of the fashion

conscious male in the Indian market who also seeks quality and value in his

purchase. The company has also ventured into the global markets through

Australia, UK, Germany, Switzerland, Spain, Middle East and Sri Lanka, and has

received enthusiastic response.

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Raymond-Establishment Year-1975, Mumbai

Raymond Limited is a textile and branded apparel company. Its segments

include Textiles, Denim, Garments, Tools and Hardware, Auto Components and

Others. Textiles include fabric, rugs, blankets, shawls and furnishing fabric.

Denim consists of denim fabric and cotton yarn. Garments include readymade

garments and designer wear. A hundred percent subsidiary of Raymond Limited

Apparel Ltd. (RAL) ranks amongst India’s largest and most respected apparel

companies. They bring to their customers the best of fabric and style through

some of the country’s most prestigious brands – Raymond premium Apparel,

Park Avenue, Parx and Noting Hill. RAL entered into the ready-to-wear business

with the introduction of Park Avenue in 1986 catering to the men’s formal wear

market. Customers today the world over, are looking at one-stop shops that can

fulfill all their needs. At Raymond, they offer fully finished products that span

various garment categories that has been made possible by a seamless horizontal

and vertical integration across divisions. Their textile solutions encompass

everything – from worsted suiting to denim and shirting. Being integrated

suppliers of fabrics as well as garments, RAL offers its total textile solutions:

Worsted

Tailored Clothing

Denim

Jeanswear

Shirting

Dress Shirts

Woollen Outerwear

Crossing the gender divide two of their brands. Park Avenue launched the

Western Woman’s wear collections. ‘Park Avenue Woman’- A complete range of

Premium business wear for women is designed especially for the working women

professionals of today. The different brand names are-

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Raymond Premium Apparel

Park Avenue

Park Avenue Woman

Colorplus

Parx

Notting Hill

Park Avenue: - In 1986, Raymond introduced Park Avenue to offer men

'Complete Wardrobe Dressing Solutions'.

Park Avenue launched in 1986, it provides stylish and innovative

collection solutions to well-dressed gentlemen. As India’s premium lifestyle

brand, its designs embody the latest in international fabric, styling, color and

fashion trends. They cater to customer needs with formal clothing for varied

occasions; be it for a day at office, high-powered corporate meetings, social

gathering or celebrations. Park Avenue evolved into an innovation brand offering

leading new styled to the corporate world and won the ‘Most Admired Men’s

Formalwear Brand’ at the Images Fashion Awards 2011.

Park Avenue is the single largest ready to wear brand in the country. Its

range which consists of trousers, jackets, shirts, suits and accessories are

distributed through all The Raymond Shops. Park Avenue has initiated a creative

pitch for its apparel range in Mumbai. The brand, which falls under the Raymond

Apparel portfolio, has called for credentials and briefs from various agencies in

Mumbai. The size of business could not be ascertained at the time of filing this

report. However, it is known to be substantial. Currently, the creative business of

the apparel arm of Park Avenue is with Bates. The business for the grooming

range lies with Publicize Ambience. In September 2011, JK Helene Curtis, the

personal grooming and toiletries brand from the Raymond stable, appointed

Quasar Mumbai as the digital agency for its brands. Quasar thus won the digital

mandate, which included creative, SEO, social media marketing and the website.

JK Helene Curtis' brand portfolio includes names such as Park Avenue, Premium

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and Parx. For the record, the creative duties for brand Parx lie with McCann

Erickson Mumbai. In 1986, Raymond introduced Park Avenue to offer men

'Complete Wardrobe Dressing Solutions'. The name was influenced by an elite

high street in Manhattan and is one of the most prestigious brands in the

Raymond Apparel portfolio. Today, Park Avenue is among India's leading men's

readymade garment brands. It launched a women's range in 2007, catering to the

need in the western formal wear segment.

Zodiac-Establishment Year-1984

The House of Zodiac has consistently focused on providing luxury,

quality and value to discerning Indian customers. Driven by a passion for

excellence, Zodiac is the undisputed leader in design innovation, delivering

classic style and sophisticated elegance in all its products. Each Zodiac product,

no matter how great or small, is crafted with meticulous attention to detail, and is

a testament to the very essence of Zodiac.

Zodiac Clothing Company (ZCL), promoted by M Y Noorani and Others,

was incorporated as a private limited company in Jun 1984, is into manufacture and

export of readymade garments. It became a deemed public limited company in

Dec. 1993 and went public in Jan. 1994. ZCL set up a 100% EOU at Umbergaon,

Gujarat, to manufacture and export of Men's clothing including shirts, beach wear

and pajama suits with an annual licensed capacity of 100,000 units in Dec. 1984.

Three companies - Zodiac Textiles & Apparels Export, Multiplex

Packaging, and Bangalore Knitwear - were amalgamated with ZCL. To upgrade

production techniques and to meet the exacting quality standards of west European

markets, the company, re-designed and modernized its entire plant with technical

assistance from a leading European company in 1989. The company went public

with its maiden issue in Jun.'94 at a premium of Rs 100 per share to dilute the

promoter's holdings to 75%. It has installed a new production facility in Bangalore

with a capacity of 5 lac shirts per annum. Commercial production of this unit has

commenced in July 1995. Also to boost its export it has invested in a fully-owned

subsidiary in Switzerland in Jun.1995. This has enabled the company to increase its

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export. ZCL have three subsidiary companies i.e. Mayfair, Multiplex Collapsible

Tubes & Zodiac Clothing Co S.A. During 2002-03 Mayfair the subsidiary of ZCL

was amalgamated with the company following the approval from High Court of

Mumbai. It has acquired the whole business of Metropolitan Trading Company a

manufacturing readymade garment on a going concern basis. The company entered

into a technical agreement with Zodiac UAE LLC Dubai for a period of 5 years.

Provogue -Establishment Year-November, 1997

Provogue is a fashion and lifestyle retail business listed on the Mumbai

and National Stock Exchange in India. The Provogue brand was launched in 1998

as a menswear fashion range of contemporary clothing with a styling that made it

uniquely relevant for the Indian market and quickly established leadership. Over

the years the brand has evolved into a comprehensive collection of men’s and

women’s fashion apparel and accessories and has won numerous awards

throughout its history. As of 2013, Provogue fashion collections are available

through over 250 outlets in more than eighty cities across India. The Provogue

brand continues its heritage as India’s leading fashion label, by continuously

evolving apparel designs, introducing new categories, enhancing its retail

environments and extending its reach through new locations across the country.

Most recently, Provogue has introduced a range of unisex deodorants, fashion

watches, footwear, innerwear and sunglasses to compliment the collections. On

1st July 2013, Provogue announced the launch of its e-commerce business portal.

Provogue India Ltd. is an India-based company. The Company together with

its subsidiaries is engaged in the business of manufacturing, trading of textile

products. The Company is also in the business of import and export of commodities

and goods. The Company’s product offerings include men’s and women’s fashion

apparels and accessories. As of March 2012, the Company’s fashions and accessories

were available across 140. Provogue stores and 138 shop-in shops. As of March 31,

2012, the Company had 15 subsidiary companies. On February 27, 2012, Prozone

Enterprises Private Limited (PEPL) merged into Prozone Capital Shopping Centres

Limited (PCSCL) and became a subsidiary of the Company.

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Spykar Lifestyles Pvt. Ltd--- Founded in 1992

Spykar Lifestyles Pvt. Ltd. offers denim garments and accessories. It

offers cotton casual wear, t-shirts, shirts, and jeans for men; and t-shirts and jeans

for women. Spykar Lifestyles Pvt. Ltd. was founded in 1992 and is based in

Mumbai, India. It has additional locations in India, United Kingdom, and

Australia. Spykar Lifestyles Pvt Ltd (Spykar Lifestyles) which is engaged in the

sale of apparels & accessories under the brand name spykar was established in

1992. In 1994, it introduced Hellum’s, a collection of cotton casual wear.

Subsequently in 1996 Spykar Lifestyles launched Forays that catered to the after

office leisure wear segment. In 1999, the company opened its first exclusive retail

store in Hyderabad. Spykar Lifestyles offers an entire range of products including

denims, shirts, jackets, boxers, sweats, socks, pants, tops, T-shirts, eyewear, belts,

deodorants, junk jewelry, wallets among other products. Its products are offered

at more than 700 MBOs across the country, apart from large format stores like

Shopper’s Stop, Globus, Lifestyle, Pantaloons, Pyramids, etc. It introduced OYO,

a new kid’s wear jeans in 2008. In order to foray into the international arena

Spykar Lifestyles has opened an exclusive outlet in Australia. The company plans

to open 450 stores in the EBO format across Tier II and Tier III cities with an

estimated retail space of around 250,000 sq ft by 2012.

John Players -Establishment Year -December 2002, Introduced by ITC

ITC forayed into the youth fashion segment with the launch of John

Players in December 2002 and John Players is committed to be the No. 1 fashion

brand for the youth. This foray leverages ITC's proven competencies in

understanding consumer insights, brand building and design capabilities. John

Players offers a complete and vibrant wardrobe of Casual wear, Party wear, Work

wear, Denims, Outer wear and Suits & Jackets, incorporating the most

contemporary trends, an exciting mix of colors, playful styling, trendy textures

and comfortable fits. The brand is available across the country through a nation-

wide network of over 350 exclusive stores and 1400 multi-brand outlets.

John Players offers a complete fashion wardrobe to the male youth of

today. The brand stands for style, charisma and attitude and brings them into your

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wardrobe with its vibrant yet relaxed collection. Incorporating the most

contemporary trends with a splash of youthful energy, playful styling & trendy

collections, John Players knows the pulse of the youth and offers clothing for the

discerning youth. Offering vibrant wardrobe essentials spanning across Formal

wear, Casual wear, Party wear, Jeans & Accessories, John Players has everything

that appeals to the new generation. Wearing their heart on their sleeves and

splashing their attitude on their clothes, the youth knows exactly what they want.

With the coolness quotient being an inseparable part of its genes, the young

generation strives for wearing this attitude that is reflected in their clothes, in

their way of being, and most importantly in the brand they admire. John Players,

the leading fashion brand for the Indian Youth, reflects this attitude – Play It Up!

One of the youngest nations of the world India needs a huge network of

stores to cater to the ever increasing demand. The brand is available across the

country through a strong and growing nation-wide retail network of over 360

exclusive JP stores, over 15 JP.jeans stores and over 1300 multi-brand outlets and

leading department stores across the country. The brand has carved a

differentiated image and has been accorded several awards in the past. John

Players offers a complete and vibrant wardrobe targeting the Indian male youth,

which is now more confident & aspires for more with the enhanced fashion

awareness. Brand ambassador for John Players is – Hrithik Roshan.

The launch of Miss Players has added to ITC’s youthful portfolio. The

range which spans trendy, funky, smart dresses along with a whole range of cool

fashion accessories designed in appropriation with the young Indian women

mindset & the brand ambassador of this brand is – Amrita Rao.

Wills Lifestyles

Wills Lifestyle has been established as a chain of exclusive specialty

stores providing the Indian consumer a truly 'International Shopping Experience'

through world-class ambience, customer facilitation and clearly differentiated

product presentation. Our stores have established themselves as preferred

shopping destinations in the prime shopping districts across the country. At Wills

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Lifestyle, customers can browse at leisure, and shop in a relaxed and pleasing

atmosphere. The use of space is refreshing, which is reflected even in the

spacious changing rooms. Every store offers an international retailing ambience

with the extensive use of glass, steel and granite, reflecting the most

contemporary trends in store design, thereby creating a splendid backdrop for the

premium offerings.

ITC’s Lifestyle Retailing Business Division has established a nation wide

retailing presence through its Wills Lifestyle chain of exclusive specialty stores.

Providing the Indian consumer a truly 'International Shopping Experience'

through world-class ambience, customer facilitation and clearly differentiated

product presentation.

Wills Lifestyle offers a tempting choice of -

Wills Classic - work wear,

Wills Sport - relaxed wear,

Wills Club life - evening wear & fashion accessories,

Wills Signature - designer wear, created by the leading fashion designers

of the country.

To capture the higher grounds the company also associated with the

country’s most exclusive & prestigious fashion event – WILLS INDIA

FASHION WEEK.

Wills Lifestyle was named Super brand 2012 by the Super brand Council

of India recently. Wills Lifestyle has been twice declared 'The Most Admired

Exclusive Brand Retail Chain of the Year' at the Images Fashion Awards in 2001

& 2003. As well as 'Most Admired Fashion Brand of the year - Fashion Forward'

in 2009.

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The Wills Classic Luxuria collection, where meticulous craftsmanship

meets luxurious fabrics is sure to enthrall your senses. High count Egyptian

cotton fabrics, near invisible seams, mother of pearl buttons and the highest

quality fused collar bands make this collection a must have for the discerning

consumer. Also showcased are premium shirts for men from the Regalia

collection, crafted to immaculate standards in ultra-fine count cotton and silk

cotton blends. Featuring fine colors and contemporary design elements, each shirt

features finishes like Liquid Ammonia and Easy-care to ensure you look and feel

fresh, all day long. Team them up with slim fit trousers for a sharp look.

The Wills Classic range also offers Wonderpress wrinkle-free shirts,

Sartorial Elegance fine structured shirts, Alpino White bright white shirts and the

Eco Style range in linen and organic cotton blends. Women can look impeccable

at work with the Bianca collection, featuring pristine whites and light colors in a

structured and fitted look. Choose from a variety of shirts, trousers, skirts and

dresses for a crisp look at the workplace.

Wills Sport for women this season is a symphony of colors with bright &

solid stripes, ditsy prints and washed fabrics. It also features bold and new

patterns in knits, dresses, tunics and tops portraying the season in its best form.

The Naturals collection is an elegant ensemble of relaxed fits in powdery pastels,

crafted knits and botanical prints in combined linen with other fibers such as

Viscose, Cotton, Ramie and Rayon. The exquisite range goes endless with linen

tops, skirts, shrugs and dresses and is truly a must have in any women's wardrobe.

Wills Clublife for men features the Neu collection. The Collection blends

the simple and the sophisticated. The silhouettes are fluid, layered, geometric and

minimal, generating an overall pure, chic and sartorial feel. Contrast and

reversible details heighten the contemplative look. Elegant. Minimal, Effortless.

Wills Lifestyle presents "Occasions" - a beautiful, ready to present gift pack with

an exquisitely designed Gift Certificate that can be redeemed against a range of

apparel, accessories and personal care products.

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Flying Machine-Establishment Year-1997, Arvind Mills Ltd.

Flying Machine, part of Arvind Lifestyle Brands and the first denim brand

that India had, is currently on a business high, having crossed the Rs100 crores

turnover this year. It plans to close at Rs 140 crores MRP and a company value of

about Rs 75 to Rs 80 crores this fiscal. With a mission to grow in every customer

segment, Flying Machine has always had a complementary accessory line such as

belts, caps, socks wallets, chains and wrist bands.

This Diwali, it launched a light footwear line in a price range of Rs 1,000

to Rs 1,600. The reason: with cotton prices rising, it needs to find innovative

ways of selling. Flying Machine is a youth oriented clothing brand under the core

company Arvind Mills. It is the fourth largest denim production company of the

world. Flying Machine was launched in 1997 and its headquarter is located in

Ahamdabad, Gujarat. Its garment division supplies the product in all domestic

area as well as in abrod. Arvind Mills also have the anti-piracy cell which offers

successful brands like Ruf & Tuf and Newport etc.

Koutons Retail India Limited (Koutons)

It is an integrated company starting with designing, procuring fabric,

garment distribution and retails of apparel & accessories, which was established

its footprint on 25th November 1994 as Charlie Creations Private Limited. All

stages of production, distribution and sales are under the total control of

company, which is the reason to hold uniform positioning, prices and retail

ambience throughout India.

The company has state of the art plant (18 in-house manufacturing/

finishing units and 14 warehouses) at Gurgaon in the state of Haryana to produce

the various things under the company's brand name. The company had diversified

its business from the existing product rage of denim apparel to non denim

trousers in the year 1997 and also in the same year, Koutons bagged Best

Menswear title award from Apparel Exporters and Manufacturers Association.

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The more comprehensive brand 'Koutons' was launched with a focus on casual

wear in the year 1998. During the year 2000, the Clothing Manufacturers

Association of India honored the company with the award for outstanding

domestic sales. The company opened its first Exclusive Brand Outlet (EBO)

under the 'Koutons' brand in the year 2002. After three years, in 2005, the

company made an extraordinary decision. Koutons had shifted selling through

Exclusive Brand Outlets only. Also in the same year, the company was

nominated for the Brand of the year- Men's Casual Wear. During the year 2006,

the company's status was converted from private limited to public limited and

consequently, the name was changed to the present one as Koutons Retail India

Limited with effect from 27th June of the year 2006.

Lawman Pg 3

Kewal Kiran Clothing Ltd is one of the few large branded apparel

manufacturers in India. The company is engaged in manufacturing and marketing

of apparels and lifestyle accessories. The company designs, manufactures and

markets branded jeans; semi-formal and casual wear for men and women. Their

brands include Killer, Lawman Pg3, Easies, K-Lounge and Integriti. Their

manufacturing operations are based at Mumbai (stitching), Vapi (processing) and

Daman (stitching & finishing).

Kewal Kiran Clothing Ltd was incorporated on January 30, 1992 as a

private limited company with the name Kewal Kiran Apparels Pvt Ltd. They

expanded the product line in 'Pg3 Lawman' and 'Integriti' brands, by launching an

exclusive knitwear collection. They also introduced fashion accessories like eye

wear and casual shoes. The company launched women's wear range under 'Killer'

brand in the summer 2007 collection. During the year, the company acquired

about 53,000 sq ft land and about 40,000 sq ft building at Daman. They received

the 'SMB Industry 2.0 Award' for achieving highest rating in the ranking of

India's Top 500 Manufacturing small and mid- sized Company rating. During the

year 2007-08, the company opened 34 K-Lounge stores, 7 Killer EBO, 7 Integriti

EBO and 3 Factory Outlets. During the year 2009-10, the company launched a

retail format 'Addiction' for their lifestyle accessories business. The company

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opened 36 stores including 17 K-Lounge stores, 8 Killer Exclusive Brand Outlets

(EBO), 7 Integriti EBO, 3 Lawman Pg 3 EBO and 1 Factory Outlet. They

closed/relocated 20 stores during the year. As on March 31, 2010, the company

had 139 operational retail stores across the country.

The company intends to increase their retail presence through more retail

outlets under the franchisee operation model. The focus would be on expanding

reach into Tier II and Tier III cities where the products are already available

through other formats and there is familiarity with the company's brands.

Fashionable, Trendy and Youthful – The Clubwear range of Shirts, Denims, Cotton

Trousers and Denim Jackets from the Kewal Kiran Clothing Limited stable is

LAWMAN. The range targets the young age group between 18 to 28 years.

The name LAWMAN is known within the fashion industry as one of the

United Kingdom’s leading fashion agencies, with an emphasis on Ladies

Fashions and accessories representing brands predominantly from Germany,

France, The Netherlands, Spain and Italy. Over the last 30 years we have, as New

Business Fashion Consultants, worked with clients and brands that include

Gardeur, Brunch, Joy and Fun, Tendenza, Thierry Mugler, JLO by Jennifer

Lopez, Toni Dress, and Vanilla.

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6.3 Marketing Mix of Indian Branded Readymade Garments

Advertising

Table 6.1: Advertising of Indian Brand (Marketing Mix)

Brands’ Name Count Percentage

Oxemberg 61 12.7%

Park Avenue 78 16.2%

Provogue 41 8.5%

Wills Lifestyle 30 6.2%

Spykar 36 7.5%

Zodiac 62 13%

John Players 38 8%

Koutons 58 12%

Flying Machine 40 8.3%

Lawman 36 7.5%

Total 480 100%

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Figure 6.1: Advertising of Indian Brand (Marketing Mix)

Interpretation:-

From the above Graph it has been revealed that the brand Park Avenue

has recurred heavy expenditure on advertisement followed by Zodiac and

Oxemberg respectively. A very least amount is recurred on the brand of Wills

Life Style. Advertising is an important strategy of marketing mix which attracts

consumers and lures them for giving their preference towards brand.

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Table 6.2: Sales Promotion of Indian Brand (Marketing Mix)

Sales Promotion


Oxemberg 66 13.7%


Provogue 40 8.3%

Wills Life Style 31 6.4%

Spykar 38 8%

Zodiac 60 12.5%

John Players 40 8.3%

Koutons 56 12%


Lawman 35 7.3%

Total 480 100%

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Figure 6.2: Sales Promotion of Indian Brand (Marketing Mix)

Interpretation:-

From the above figure it is shown that Park Avenue, Oxemberg and

Zodiac have remarkable strategy towards sales promotion. Majority of the

respondents mark their first preference 15.20%, 13.70% and around 13% towards

these brands respectively. The remaining brands should develop the strong

strategy in promoting its sales.

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Table 6.3: Pricing of Indian Brand (Marketing Mix)

Pricing


Oxemberg 70 14.6%


Provogue 39 8.1%


Spykar 40 8.3%

Zodiac 58 12%

John Players 38 8%

Koutons 58 12%


Lawman 36 7.5%

Total 480 100%

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Figure 6.3: Pricing of Indian Brand (Marketing Mix)

Interpretation:-

The above diagram shows the respondents’ attitude towards pricing. The

pricing strategy of Raymond’s brand Park Avenue & Siyaram’s brand Oxemberg

is affordable and approachable by the middle class and as well as an elite class.

On the other hand Koutons and Zodiac both are also having a reasonable price.

But other brands did not give recognition in terms of price.

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Table 6.4 : Distribution Channel of Indian Brand

(Marketing Mix)

Distribution Channel


Oxemberg 55 11.5%


Provogue 36 7.5%


Spykar 35 7.3%

Zodiac 63 13%

John Players 42 9%

Koutons 54 11.25%


Lawman 33 6.88%

Total 480 100%

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Figure 6.4: Distribution Channel of Indian Brand

(Marketing Mix)

Interpretation:-

The above figure reveals that Park Avenue,Zodiac and Oxemberg got first

preference. But Lawman received 6.8% response, it means that the availability of

products is unapproachable. The main strategy to attract the consumers’

perference towards the approachability of the products in time and at the

convenient location. With the fast changing time and also busy schedule the

consumers always need the products at their convenience. This strategy works

well at the retail outlets in the Malls as the Mall culture is now becoming popular

in the current scenario. Hence. The manufacturers of reaymade garments should

focus on the channels of distribution with in the geographical location.

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6.4 Profile of Multinational Brand

Diesel-Establishment Year-1978

Italian fashion brand Diesel is all set to launch its first store in India by the

third week of March. The brand is making its India foray in partnership with

Reliance Brands, a unit of India’s business corporate house Reliance Industries.

Earlier, Diesel had tried to enter India through a tie-up with Arvind Brands but its

attempts fell through. The new company, Diesel Fashion India Reliance, will

initially open five stores. Two of these will be in Mumbai and one each in Delhi,

Hyderabad and Bangalore. Though the collection will range from Rs 2,000 and Rs

50,000, the average price of jeans will be in the range of Rs 8,000 to Rs 17,000.

Diesel shall position itself in the super luxury segment and compete with

brands like Hugo Boss, Paul Smith to name a few. Diesel is known for its

provocative and sometimes shocking ads. Typically, the brand spends its 8-10 per

cent of its annual sales on advertising. In January this year, Diesel globally

launched the ?Be Stupid? campaign; the same campaign will be extended to

launch the brand to promote its debut 2010 spring/summer collection in India.

Although industry experts have mixed feelings about the brands success,

Reliance Brands believes it has made a good bet. Now, it is left to the Indian

customer whether they will be sufficiently drawn by the Diesel mystique to dig so

deep into their pockets. The store racks features the complete Diesel lifestyle

product portfolio comprising of apparel, five pockets, footwear, intimate,

timeframes, shades, fragrances, accessories and limited-edition products

developed in collaboration with other brands. Partnered with Reliance Brands, a

branch of the Reliance Industries group, Diesel has already launched two stores

in Mumbai. And after the launch of the Bangalore store, it will soon open some

more stores in New Delhi and Hyderabad over the next few months. Having

started off as a high-quality denim brand, Diesel today is a lifestyle icon with

collections in casual clothing, footwear, accessories, fragrances, eyewear, etc, and

even a car, the Fiat 500 by Diesel. It’s ‘Be stupid’ global ad campaign epitomizes

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the brand’s spirit of encouraging people to be adventurous and take risks and go

beyond the ordinary walk of life..

Levis---Levi Strauss & Co. (LS&CO): It was founded in 1853 when Levi

Strauss came from Buttenheim, Bavaria, to San Francisco, California

Levi Strauss & Co. has been innovating since 1873, the year they created

and patented the world’s first blue jeans. And while that patent has long since

expired, their commitment to innovation continues. Longtime apparel maker Levi

Strauss & Co. (LS&CO.) has jeans in its genes. A global manufacturer of brand-

name clothing, LS&CO. sells jeans and sportswear under the Levi's, Dockers,

Signature by Levi Strauss, and Denizen labels in more than 110 countries. It also

markets men's and women's underwear and loungewear. Levi's Red Tag jeans,

department store staples and once the uniform of American youth, have expanded

outside their niche to markets beyond the US. LS&CO. has further transformed

its products portfolio to include wrinkle-free and stain-resistant fabrics used in

making some of its Levi's and Dockers slacks. The Haas family (descendants of

founder Levi Strauss) controls LS&CO.

Longtime apparel maker Levi Strauss & Co. (LS&CO.) has jeans in its

genes. A global manufacturer of brand-name clothing, LS&CO. sells jeans and

sportswear under the Levi's, Dockers, Signature by Levi Strauss, and Denizen

labels in more than 110 countries. It also markets men's and women's underwear

and loungewear. Levi's Red Tag jeans, department store staples and once the

uniform of American youth have expanded outside their niche to markets beyond

the US. LS&CO. has further transformed its products portfolio to include wrinkle-

free and stain-resistant fabrics used in making some of its Levi's and Dockers

slacks. The Haas family (descendants of founder Levi Strauss) controls LS&CO.

Arrow-Establishment Year- 1885, in Troy, NY, US Arrow shirt began as the once revolutionary idea that a collar could detach

from its shirt, giving women an easier way to clean their husbands’ stained shirt

collars without laundering the entire shirt. From this idea grew an internationally

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acclaimed dress shirt brand. Today, ARROW is licensed in 109 countries and

appears on a broad assortment of men’s, women’s, and children’s apparel and

apparel-related products. The brand’s look and appeal reflect a youthfulness and

optimism that embodies the American spirit. Additionally, there are 357 free-

standing ARROW stores globally. Continuing a rich history of innovation in

American style, in 2010 they reworked three vintage shirts to deliver a limited

edition collection sold exclusively in Urban Outfitters. In spring 2013, the

ARROW brand’s deep history was illustrated when Warner Brothers Entertainment

released a film named, "The Great Gatsby," which includes a replication of a 1922

ARROW advertisement on an oversized billboard in New York’s famous Times

Square. The original ARROW Collar Man was an advertisement created by

renowned Saturday Evening Post artist Joseph Christian Leyendecker. Each

illustration featured a young gentleman with a unique ARROW collar style. The

Arrow Collar Man quickly became the symbol of the idealized American male, an

icon of style and sophistication, adored by legions of female fans.

Today’s Arrow Collar Man is a modern symbol of masculine American

style. We are committed to providing worldwide quality ARROW apparel

products that embody the heritage of the brand and deliver superior quality to

consumers. One hundred and sixty-two years ago, the detachable collar was the

innovation that changed an industry. Today, the ARROW brand represents

another novel idea to modern men: choose value but never sacrifice style. We are

proud that customers continue to value our heritage, quality and innovation, as

ARROW was ranked as the #3 best-selling branded men’s woven sport shirt in

U.S. department and chain stores in 2012.

Gucci-Gucci was founded by Guccio Gucci in Florence in 1921

Gucci Group N.V is a multi-brand luxury goods company. Through the

Gucci, Yves Saint Laurent, Sergio Rossi, Boucheron, Bottega Veneta, Alexander

McQueen, Stella McCartney and Bedat & Co. brands, the Company designs,

produces and distributes personal luxury goods, including ready-to-wear,

handbags, luggage, small leather goods, shoes, timepieces, jewelry, ties and

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scarves, eyewear, perfume, cosmetics and skincare products. Gucci's retail

network includes directly operated stores in major markets throughout the world,

and wholesale activity includes sales to franchise stores, duty-free boutiques and

department and specialty stores.

Gucci is a purveyor of personal luxury goods. Through its Fashion and

Accessories activities, Gucci sells leather goods (handbags, small leather goods

and luggage), shoes, ready-to-wear, ties and scarves, jewelry, eyewear and

perfume. It manufactures and sources all products in Italy and licenses the

production and distribution of eyewear, perfumes and men's ready-to-wear. The

distribution network includes directly operated stores (DOS) and franchised

stores throughout the world and doors in select duty-free boutiques and

department and specialty stores. In 2002, Gucci Fashion and Accessories finished

the year with 174 DOS and 31 franchised stores. Through Gucci Timepieces,

located in Neuchatel Switzerland, the Company assembles and distributes Gucci

brand timepieces. Watches, which number more than one dozen distinct models,

are distributed in all major markets around the world.

Georgio Armani-Giorgio Armani S.P.A. was founded in Milan on July 24th,

1975 by Sergio Galeotti and Giorgio Armani

The Giorgio Armani Group is one of the leading fashion and luxury goods

groups in the world today with over 5,000 direct employees and 13 factories. It

designs, manufactures, distributes and retails fashion and lifestyle products

including apparel, accessories, eyewear, watches, jewellery, home furnishings,

fragrances and cosmetics under a range of brand names: Giorgio Armani Privé,

Giorgio Armani, Emporio Armani, Armani Collezioni, AJ | Armani Jeans, A/X

Armani Exchange, Armani Junior, Armani Teen, Armani Baby and Armani Casa.

With approximately 500 stores worldwide, the Group's exclusive retail network

currently comprises: 81 Giorgio Armani boutiques, 171 Emporio Armani stores,

17 Armani Collezioni stores, 165 A/X Armani Exchange stores, 16 AJ | Armani

Jeans stores, 6 Armani Junior stores e 33 Armani Casa stores in 46 countries.

Giorgio Armani S.p.A. was founded in Milan on July 24th, 1975 by Sergio

Galeotti and Giorgio Armani - the company’s current President, Chief Executive

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Officer and sole shareholder - and later that year, the first Giorgio Armani

Borgonuovo 21 ready-to-wear collection (S/S 1976) was presented. After a

successful first year of operations, Giorgio Armani S.p.A. began to broaden its

portfolio of clients and expanded its European presence. The year 1978 marked

an important turning point in the company’s history when it established a

licensing agreement with GFT (Gruppo Finanziario Tessile), giving Giorgio

Armani S.p.A. the opportunity to invest in a new headquarters that included

showrooms and press offices.

Tommy Hilfiger-Establishment Year-1985, America

As one of the world’s leading premium lifestyle brands, Tommy Hilfiger

delivers superior styling, quality and value to consumers worldwide. The brand

celebrates the essence of Classic American Cool and provides a refreshing twist

to the preppy fashion genre. Since its debut in 1985, the Tommy Hilfiger Group

has become a US$ 4.6 billion apparel and retail company by offering consumers

a breadth of beautifully designed, high quality products including men’s,

women’s and children’s apparel, sportswear, denim, and a range of licensed

products such as accessories, fragrances and home furnishings.

Tommy Hilfiger today has become a global brand with strong recognition

and a distribution network in over 90 countries and more than 1,000 retail stores

throughout North America, Europe, Central and South America and Asia Pacific.

In the 1990’s, Hilfiger became a pioneer in the industry by featuring emerging

musical talent such as Britney Spears and Lenny Kravitz in his advertising

campaigns. As Hilfiger’s designs merged with popular culture, he began to

extend his company’s distinct brand message across a variety of mediums and

platforms. Celebrating the long association between Hilfiger Denim and the

music world, in 2009 the Company launched the brand’s online evolution –

www.hilfigerdenim.com. The website allows visitors to peruse the latest cutting-

edge Hilfiger Denim collection, while enjoying the music behind the designs.

The Tommy Hilfiger collection consists of casual sportswear and

accessories for men and women that reflect the classic American cool brand

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mission. Products include men’s, women’s, and children’s apparel, footwear,

swimwear, accessories, fragrances, home and bedding products, and luggage.

Tommy Hilfiger products are sold at dedicated retail stores, department stores

and specialty stores worldwide.

Pepe -Establishment Year- 1973, London

Pepe Jeans London was founded in 1973 at a stall in Portobello Market

(London) where its founders, the Shah Brothers, customized original jeans. A few

years after their success, they bought several shops, becoming UK market leaders

in the 1980s. Their international explorations were launched, first in the United

States then Europe, where they quickly became one of the major jeans brands.

The brand is now also present in Asia and Latin America and one of its main

objectives is to continue expanding in these territories.

A great product, good value for money and creative advertising

campaigns have made Pepe Jeans a leading brand that is now present in over 60

countries in all 5 continents. Pepe Jeans London is a denim and casual wear jeans

brand that was established in the Portobello Road area of London in 1973. From

its origins as a tiny market stall to more than half a US billion dollar brand, Pepe

has transformed itself into a jeans wear label found throughout Europe.

The brand today has presence in more than 80 countries across the world.

By the start of the new millennium Pepe Jeans London had confirmed its reputation

as one of the biggest brands in the denim market. The last few years has found

Pepe ploughing a furrow into emerging territories such as Latin America and Asia.

And, not content with sitting on its laurels, the brand has launched new lines

including kids wear in 2002, as well as the rock-tinged premium denim collection

73, the directional Andy Warhol by Pepe Jeans collection which launched in 2007,

and more recently new footwear and eyewear collections.

Fashion is defined by its ability to evolve, excite and create trends at

breakneck speed. Just like the Red Bull Formula 1 team which the brand sponsors,

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Pepe Jeans London remains at the front of the fashion pack with a winning formula

based on its ability to deliver the strongest denim-led fashion in the market.

Lee- Establishment Year-1889, Kansas City, US

Lee is one of the world’s oldest and largest denim manufacturers with

origins dating back to 1889. Like many contemporary companies, H.D. Lee

Mercantile Company is named after its founder, the enterprising and ambitious

Henry David Lee. Today most people know the company’s jeans, which among

other things are characterized by its characteristic “lazy S” actuate and branded

patch. But before these features became parts of a global brand the company

mainly manufactured and sold foo Some years before denim was included in Lee’s

product portfolio, the company suffered from a devastating fire that destroyed

goods and equipment worth a total of nearly half a million dollars – in 1903-

currency. Yet Lee did not roll over, but instead the company used the accident to

expand and strengthen its businesses, including coffee, tea, cereal and canned food.

The building stone for one of the world’s most recognized and innovative

denim brands were first laid in 1911 when HD Lee, reportedly more than

dissatisfied with the quality of work wear of the east-American manufacturers,

decided to start his own production. Already two years later, in 1913, the

company wrote denim history, when Lee’s personal chauffeur in frustration over

constantly getting dirty when fixing the car invented the so-called Union-All,

which could quickly be pulled over regular work wear and clothes.

The popularity of the invention was immediate, but it was also helped

along by the First World War, when Union-alls in 1917 became the official

uniform of the American doughboys. Before Lee jeans became a fashion object,

the company focused heavily on innovation and improvement of the quality of

denim and the functional design of the jeans. Besides the invention of the Union-

All, Lee was among the first to put zippers in jeans in 1926, and five years later

they introduced the first tight-fitting denim jacket, Lee 101j (have a look at one

by clicking the link). In 1933, Lee presented one of its most iconic pieces, the

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Storm Rider jacket, which is basically a padded 101j. In 1944, the recognizable

lazy-S arcuate became part of Lee’s identity.

Until then Lee (as any other American denim manufacturer) used back

pocket stitching designs identical to the famous Levi’s arcuate. The legacy of

many of Lee’s groundbreaking and iconic products live on today in the updated

and current 101-series, which recently introduced the 101 Rider model.

Lee is the signature of quality, innovation and durability. Following with

the establishment of 'H.D. Lee Mercantile Company' by Henry David Lee in

Kansas, United States, Lee becomes a legendary denim brand which continues

making history by its product innovations, such as the world's first-ever zip fly

jeans - 101Z in 1926, iconic 'Hair-on-hide' leather label and 'Lazy S' back pocket

stitching. From the launch of the 1st

Lee bib to the 13oz '101' cowboy jeans, Lee demonstrates the passion of

innovation over 120 years, transforming from a practical-and-durable-work wear

maker to a contemporary-and-trendy fashion giant.

Wrangler

Wrangler is an American manufacturer of jeans and other clothing items.

The brand is owned by the VF Corporation, who also own Lee, JanSport, and The

North Face, among others. Its headquarters is in downtown Greensboro, North

Carolina in the United States, with production plants in a variety of locations

throughout the world.

Wrangler Jeans were first made by Blue Bell, who acquired the brand

when they took over Casey Jones in the mid-1940s. Blue Bell employed

Bernard Lichtenstein ('Rodeo Ben'), a Polish tailor from Łódź who worked

closely with cowboys, to help design jeans suitable for rodeo use. This was

the origin of Wrangler Jeans. The 13MWZ style, introduced in 1947 as lot

number 11MWZ, is still available worldwide. In addition to this, Wrangler has

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since introduced several other lines that are more designated towards a

specific group or demographic.

2004: A new Wrangler European print campaign is launched "Wanted,"

representing a powerful modern expression of Wrangler's roots. Wrangler also

celebrates 100 years of manufacturing quality denim by producing Blue Bell by

Wrangler, a limited edition collection that reproduces the first Wrangler jeans

right down to the last detail and is only available at selected premium stores.

Wrangler also reworks the mainstream collection, producing new fits using icons

inspired by the very first jeans designed by Rodeo Ben. The Wrangler brand is

now recognized in 22 European countries.

Guess

(GUESS) designs, markets, distributes and licenses apparel and

accessories for men, women and children. The Company operates in five:

Europe, North American Retail, Asia, North American Wholesale and Licensing.

The Company’s products are sold through retail, wholesale, e-commerce

and licensing distribution channels. The lines include full collections of clothing,

including jeans, pants, skirts, dresses, shorts, blouses, shirts, jackets, knitwear and

intimate apparel.

It also grant licenses to manufactures and distributes a range of products,

including eyewear, watches, handbags, footwear, kids' and infants' apparel,

leather apparel, swimwear, fragrance, jewellery and other fashion accessories. In

fiscal 2012, the Company, along with its distributors and licensees, opened 224

stores in all concepts combined outside of the United States and Canada, which

consisted of 120 stores in Europe and the Middle East, 89 stores in Asia and 15

stores in the combined area of Central and South America.

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Table 6.5: Advertising of Multinational Brand (Marketing Mix)

Advertising


Levis 58 12%

Pepe 62 13%

Armani 43 9%

Tommy Hilfiger 42 9%

Gucci 75 16%

Diesel 51 11%

Guess 39 8%

Wrangler 49 10%

Arrow 32 7%

Lee 29 7%

Total 480 100%

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Figure 6.5: Advertising of Multinational Brand (Marketing Mix)

Interpretation:-

The above figure reveals that Gucci brand spend heavily on

advertisements followed by Pepe, Levis and Diesel. The least amount recurred on

Arrow, Lee and Guess. So, this brand is not popular among customers.

Advertisement is becoming a today’s need to create awareness, to spread

knowledge among various segmented customers.

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Table 6.6 : Sales Promotion of Multinational Brand

(Marketing Mix)

Sales Promotion


Levis 51 11%

Pepe 43 9%

Armani 39 8%


Gucci 62 13%

Diesel 75 16%

Guess 32 7%

Wrangler 49 10%

Arrow 58 12%

Lee 29 6%

Total 480 100%

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Figure 6.6: Sales Promotion of Multinational Brand

(Marketing Mix)

Interpretation:-

It has been revealed from the given diagram that the brand companies

have given more importance to promotional activities such as schemes, offers,

CRM in the brands of Diesel, Gucci, Arrow and Levis. On the other hand Lee is

not actively involved in sales promotional activities. Its percentage is very low.

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Table 6.7 : Pricing Strategy of Multinational Brand

(Marketing Mix)

Pricing


Levis 49 10%

Pepe 45 9%

Armani 37 8%


Gucci 59 12%

Diesel 45 10%

Guess 55 12%

Wrangler 59 12%

Arrow 48 10%

Lee 39 8%

Total 480 100%

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Figure 6.7: Pricing of Multinational Brand (Marketing Mix)

Interpretation:-

The above given diagram shows that consumers give preference to brands

namely Gucci, Guess and Wrangler have comparatively having low price than

Levis and Arrow. But consumers are not satisfied with the prices of Pepe,

Armani and Lee.

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Table 6.8 : Distribution Channel of Multinational Brand

(Marketing Mix)



Levis 40 8%

Pepe 45 9%

Armani 39 8%


Gucci 55 12%

Diesel 50 10%

Guess 45 9%

Wrangler 59 12%

Arrow 58 12%

Lee 49 10%

Total 480 100%

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Figure 6.8: Distribution Channel of Multinational Brand

(Marketing Mix)


Interpretation:-

The above diagram reveals that Gucci, Wrangler and Arrow have more

appropriate strategy of distribution channels compare to Levis and Armani. On

the other hand, Pepe and Tommy Hilfiger have given 9% consumers ‘preference.

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6.5 A Comparative Study between Indian Brand and

Multinational Brand with Respect to Marketing Mix:-

From the above analysis of famous 10 Indian Brands and famous 10

Multinational Brands, indicate that in all top 1st in the marketing mix has been

taken for further analysis to make a comparison among the brands.

Table 6.9: Marketing Mix of Indian Brand and

Multinational Brand

Marketing

Mix

Indian Brand & %

of Consumers’

Preference

Multinational Brand &

% of Consumers’

Preference

Rank for

comparison

Advertising

Park Avenue (16.2)

Gucci (15)

Park Avenue

Sales

promotion

Park Avenue (15.2)

Diesel (16)

Diesel

Pricing Oxemberg (14.6)

Gucci (12)

Guess (12)

Wrangler (12)

Oxemberg

Distribution

Channels Park Avenue (17.3)

Gucci (12)

Wrangler (12)

Arrow (12)

Park Avenue

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Figure 6.9: Bar Diagram of Marketing Mix of Indian Brand and

Multinational Brand

Comparison for Consumer's Preference of Indian Brand and Multinational Brand

Interpretation:-

The above figure shows that on the advertising mix the Indian brand Park

Avenue and the Multinational brand Gucci got rank 1st by the consumers. The

sales promotion strategy of the Indian brand Park Avenue and the Multinational

brand Diesel is remarkable. As far as the Pricing Mix, the Indian brand

Oxemberg and the Multinational brand Gucci, Guess and Wrangler received 1st

rank. Repeatedly, the Indian brand Park Avenue got 1st rank and in the

Multinational brand Gucci, Wrangler and Arrow got highest preferences of

consumers on the distribution channels. So by this Graph we can say that

Multinational Brands are more powerful in Market comparatively Indian Brand.

In Indian Brand only 1 or 2 Brands got 1st Rank but in Multinational Brand

around 2 -3 Brands got 1st Rank.

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6.6 Factor Analysis Factor analysis is a statistical approach that can be used to analyze

interrelationships among a large number of variables and to explain these

variables in terms of common underlying dimensions (factors). The objective is

to find a way of condensing the information contained in a number of original

variables into a smaller set of variables (factors) with a minimum loss of

information. Once these dimensions and the explanation of each variable are

determined, the two primary uses for factor analysis- summarization and data

reduction can be achieved (Hair et al., 1998). In summarizing the data, factor

analysis derives underlying dimensions that, when interrupted and understood,

describe the data in much smaller number of concepts than the original individual

variables. Data reduction can be achieved by calculating scores for each

underlying dimension and substituting them for the original variables.

The data was collected from 480 respondents. The factor analysis is being

used to validate a consumer perception extracted from a focus group of

participants. Considering that it is being used here more for validation rather than

a classification perspective, thus limitation of a small sample size was ignored.

The respondents were asked to group these attributes across the eight major

functions of the brand. This helped to fix the attributes under each function on the

basis of the perspectives of the respondents.

The evaluation grid was further used to conduct a factor analysis using

Principal Components Analysis with Varimax rotation to regroup these attributes

under their functional roles with respect to a preference of brand. This was done

by using the highest loading as a determinant of the factor a variable belonged to.

This helped in the extraction of the Brand Preference.

KMO measure of sampling adequacy is an index to examine the

appropriateness of factor analysis. High values 0.5 and 1.0 indicate factor

analysis is appropriate. Values below 0.5 imply that factor analysis may not be

appropriate. From the above table it is seen that Kaiser-Meyerolkin measure of

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sampling adequacy index is 0.872 and hence the factor analysis is appropriate for

the given data set. Bartlett’s test of Sphericity is used to uncorrelated. It is based

on Chi-square transformation of the Determinant of correlation matrix. A large

value hypothesis. In turn this would indicate that factor analysis is appropriate.

Bartlett’s test of Sphericity Chi-square statistics is 23468.312, that shows the 35

statements are correlated and hence as inferred in KMO, factor analysis is

appropriate for the given data set.

Table 6.10: KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .872

Bartlett's Test of

Sphericity Approx. Chi-Square 23468.312

Df 2415

Sig. .000

Table 6.11: Communalities

COMMUNALITIES 1.Colour Association Initial Extraction

2. Range of Variety 1.000 .476

3. Price 1.000 .705

4. Quality 1.000 .718

5. Attractiveness 1.000 .715

6.Familiarity 1.000 .667

7. Reliability 1.000 .788

8. Durability 1.000 .579

9. Celebrity Endorsement 1.000 .517

10. Stores’ Preference 1.000 .706

11. Service Oriented 1.000 .601

12.Advertisement 1.000 .619

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13. Recognition of Logo 1.000 .617

14.Reference Group 1.000 .696

15.Different Styles 1.000 .700

16. Comfort, Design (Product Satisfaction) 1.000 .486

17. Discounts & Offers 1.000 .746

18.Trust 1.000 .478

19.Visual appeals 1.000 .693

20.Sensual Experience 1.000 .598

21.Credibility 1.000 .692

22.Mode of Payment 1.000 .651

23.Fashion Trends 1.000 .510

24.Fun 1.000 .687

25.Adventure 1.000 .686

26. Social Ambience 1.000 .484

27. Status Symbol 1.000 .652

28.Income Level 1.000 .712

29.Conscientious 1.000 .617

30. Profession 1.000 .598

31. Ethnocentricity 1.000 .668

32. Country of Origin 1.000 .740

33. Empathy 1.000 .753

34. Education 1.000 .626

35. Age 1.000 .599

Extraction Method: Principal Component Analysis.

Eigen value represents the total variance explained by each factor.

Percentage of the total variance attributed to each factor. One of the popular

method used exploratory factor analysis in principle component analysis, where

the total variance in the data is considered to determine the minimum number of

factors that will account for maximum variance of data depicted.

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Table 6.12: Total Variance Explained

Component

Initial Eigen values Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadings

Total % of

Variance

Cumulative

% Total

% of

Variance

Cumulative

% Total

% of

Variance

Cumulative

%

1. Price 22.7 32.454 32.454 22.718 32.45 32.454 14.641 20.916 20.916

2. Quality 4.682 6.688 39.142 4.682 6.688 39.142 5.798 8.283 29.199

3.Ethnocentricity 3.66 5.238 44.380 3.667 5.238 44.380 4.645 6.636 35.835

4.Country of Origin 3.38 4.831 49.211 3.382 4.831 49.211 4.510 6.443 42.278

5. Product Satisfaction

(Comfort & Design) 2.93 4.199 53.410 2.939 4.199 53.410 4.203 6.004 48.282

6. Status Symbol 2.53 3.617 57.027 2.532 3.617 57.027 3.686 5.265 53.547

7. Celebrity Endorsement

2.28 3.258 60.285 2.281 3.258 60.285 3.789 5.268 54.457

8.Credibility of Brand 2.23 3.188 63.473 2.232 3.188 63.473 4.123 6.440 48.901

9.Range of Varieties 3.545 2.208 65.681 3.545 2.208 65.681 7.345 6.678 43.098

10.Colour Association 3.449 2.070 67.751 3.449 2.070 67.751 7.123 6.777 52.000

11.Attractiveness 2.325 1.892 69.643

12.Familiarity 1.265 1.807 71.450

13.Uniqueness 1.211 1.730 73.180

14.Trust 1.022 1.460 74.640

15.Recognition of

Logo .975 1.392 76.032

16.Sensual Experience .964 1.378 77.410

17.Adventure .916 1.308 78.718

18.Fun .812 1.159 79.877

19.Social Ambience .786 1.123 81.001

20.Conscientious .763 1.090 82.091

21.Values .735 1.050 83.141

22.Age .617 .882 84.023

23.Education .609 .871 84.894

24.Income Level .564 .806 85.700

25.Profession .548 .783 86.483

26.Different Styles .523 .747 87.229

27.Reference Groups .514 .734 87.964

28.Discount & Offers .495 .708 88.671

29.Mode of Payment .445 .636 89.308

30.Service Oriented .428 .611 89.919

31.Stores’ Preference .400 .571 90.490

32.Advertisement .393 .561 91.051

33.Empathy .367 .524 91.575

34.Fashion Trends .351 .502 92.076

35.Reliability .325 .464 92.541


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Table 6.13: Component Matrixa

Items Component

1 2 3 4 5 6

1. Price .273 .057 .166 -.383 .308 .059

2. Quality .099 -.227 .656 -.234 .208 .086

3.Ethnocentricity .676 .109 .139 -.150 .203 -.038

4.Country of

Origin .588 .293 .140 -.241 .050 .097

5. Product

Satisfaction

(Comfort &

Design)

.473 .213 .147 -.489 .170 -.031

6. Status Symbol .454 .529 .124 -.094 .268 -.231

7. Celebrity

Endorsement .571 .030 .328 .034 -.197 -.211

8.Credibility of

Brand .466 .051 .377 -.008 -.160 -.149

9.Range of

Varieties .343 .491 -.280 .402 .118 -.205

10.Colour

Association .341 .264 -.272 .476 .141 -.309

11.Attractiveness .473 .508 -.234 .068 .065 -.123

12.Familiarity .403 -.263 -.128 -.061 .539 -.247

13.Uniqueness .511 -.225 -.098 -.337 .329 -.259

14.Trust .527 -.327 -.260 .103 .449 .132

15.Recognition of

Logo .271 -.054 .348 -.134 .446 -.009

16.Sensual

Experience .410 -.443 .306 .156 .368 -.253

17.Adventure -.096 .348 .260 .055 .142 -.210

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18.Fun .561 -.149 .336 .096 -.084 .003

19.Social

Ambience .578 -.337 .314 .051 -.077 .038

20.Conscientious .516 .126 .470 -.023 -.166 .190

21.Empathy .596 -.072 .333 .372 -.025 -.119

22.Age .678 .050 -.057 -.174 -.029 .023

23.Education .621 .475 .092 -.168 -.120 -.114

24.Income Level .318 .450 -.187 -.225 .173 .472

25.Profession .501 .024 -.187 -.086 -.066 .242

26.Different

Styles .336 .339 -.121 -.224 -.083 .553

27.Reference

Groups .516 -.062 .173 -.479 .277 .123

28.Discount &

Offers .678 -.223 .146 -.045 .220 .064

29.Mode of

Payment .721 -.034 .099 .150 .098 .107

30.Service

Oriented .606 -.353 .041 .268 .248 .093

31.Stores’

Preference .280 -.109 .095 .413 .311 .480

32.Advertisement .599 -.168 -.043 .136 .003 .158

33.Smart Look .475 .236 .508 .074 -.182 .092

34.Fashion Trends .253 .247 -.115 -.002 .528 .282

35.Reliability .596 -.157 -.064 .154 .222 -.237

Principal Component Analysis

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Table 6.14: Rotated Component Matrixa

Items Component

1 2 3 4 5 6

1. Price .067 .030 .086 -.097 .596 .309

2. Quality -.141 -.123 .238 .081 .503 -.057

3.Ethnocentricity .434 .239 .282 .262 .268 .113

4.Country of

Origin .401 .241 .038 .127 .164 .261

5. Product

Satisfaction

(Comfort &

Design)

.337 .151 .092 -.031 .342 .220

6. Status Symbol .146 .521 .147 .010 .236 .117

7. Celebrity

Endorsement .351 .311 .556 -.025 .083 -.053

8.Credibility of

Brand .239 .091 .598 -.066 .156 .057

9.Range of

Varieties .161 .436 .041 .136 -.117 .085

10.Colour

Association .190 .349 .108 .141 -.016 -.069

11.Attractiveness .333 .381 -.032 .020 .005 .238

12.Familiarity .311 .122 -.021 .289 .524 -.218

13.Uniqueness .516 .085 -.156 -.002 .618 -.106

14.Trust .434 -.013 -.102 .571 .360 .018

15.Recognition

of Logo -.024 .043 .119 .150 .628 .042

16.Sensual

Experience .184 .003 .319 .284 .584 -.343

17.Adventure -.300 .036 .223 -.191 .191 .047

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18.Fun .395 .211 .097 .230 .167 -.142

19.Social

Ambience .409 .133 .313 .250 .210 -.106

20.Conscientious .247 .143 .244 .117 .132 .197

21.Values .271 .274 .587 .321 .079 -.129

22.Age .578 .223 .075 .066 .213 .215

23.Education .398 .450 .220 -.180 .129 .312

24.Income Level .091 .210 -.085 .095 .139 .758

25.Profession .387 .214 .091 .052 .122 .423

26.Different

Styles .204 .100 -.131 .058 .007 .727

27.Reference

Groups .295 .083 .218 .033 .588 .332

28.Discount &

Offers .465 .114 .246 .405 .348 .021

29.Mode of

Payment .448 .286 .291 .427 .145 .104

30.Service

Oriented .402 .098 .242 .615 .204 -.108

31.Stores’

Preference .013 -.040 .039 .826 -.027 .111

32.Advertisement .450 .312 .124 .381 .034 .054

33.Smart Look .158 .218 .395 .102 .032 .149

34.Fashion

Trends .031 .111 -.299 .427 .297 .301

35.Reliability .461 .184 .203 .289 .274 -.167


Rotation Method: Varimax with Kaiser Normalization


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Table 6.15: Component Transformation Matrix

Items Component

1 2 3 4 5 6 7 8

1 Price .762 .360 .308 .276 .244 .186 .342 .543

2 Quality -.255 .589 -.097 -.253 -.190 .431 .543 .542

3 Celebrity

Endorsement -.391 .048 .530 .001 .277 -.148 .344 .459

4

Ethnocentricity -.225 .259 .259 .546 -.432 -.286 .455 .320

5 Status

Symbol -.295 .130 -.269 .456 .695 -.055 .675 .444

6 Credibility of

Brand -.153 -.228 -.111 .476 -.153 .727 .236 .450

7.Country of

Origin .678 .567 .430 .654 .345 .452 .290 .399

8. Range of

Varieties .564 .652 .500 .501 .564 .345 .350 .489



A Rotation converged in 8 iterations.

Interpretation of factors is facilitated by indentifying the statements that

have large loading in the same factor. The factor can be interpreted in terms of

the statement that loads high on it. The factors of a consumers’ preference

towards Indian brand or Multinational brand comprise of 35 individual

statements. Out of 35 factors, 8 individual factors contribute more towards

consumers’ preference.

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6.7 Factors Considered by Consumers while Giving Preference to

Brands Many researchers state that “clothing choice criteria are defined as the

intrinsic (inherent to the product) and extrinsic (product-related but not part of the

physical product) product attributes that associated with desired benefits or

incurred costs as consumers make preferences among various alternatives.

Intrinsic product attributes are those which cannot be changed without altering

the physical characteristics of the product, for example, style, color, design,

appearance, safety, comfort etc. While extrinsic ones are those that are exerted by

manufacturers or retailers and do not form the component parts of the product.

For example, price, brand, country of origin, warranty etc. The past researches

have shown that there are countless factors which attract consumers to prefer

branded products whether Indian or Multinational. The factors are:

Price

Price plays a vital role in consumer’s choice of brand. High priced

products are considered luxury and purchased occasionally. Price is also

perceived to be the reflection of the quality of brand. Expensive brands are

considered to be of premium quality whereas a low priced brand is regarded to be

of inferior quality. Thus income level is also a part of the price factor. The

consumers with high purchasing power frequently purchase the expensive brands

may be to impress others or for their own satisfaction. So, it can be said that,

price does not influence the purchase decision of the status conscious people as

they use International branded products as a symbol of status. Kotler and

Armstrong described price as the money charged for products or services or the

sum of values that is exchanged by consumers for having the benefits of that

product or service. Price plays a pivotal role in a consumer’s choice of brand.

Many consumers organize their products category knowledge in terms of the

price bands of different products (Keller, 1998).

According to a study named “The Dual Role of Price in Consumer’s

Value Judgments” by Manoj Thomas, Vicki G., Leonard M. Lodish; first, as a

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product attribute, price affects the perceived similarity of the target product to the

mental prototype of a higher or lower quality product. However, price is not the

only attribute used to make similarity based quality judgments. Other relevant

and available product attributes moderate the effect of price on quality

judgments. Second, as a measure of sacrifice, price serves as the benchmark for

comparing utility gains from superior product quality. However, this comparison

process is dynamic because the relative importance of money and product quality

changes across consumption occasions.

Status Consciousness

The findings of previous researches indicated that the status-conscious

market is more likely to be affected by the representative characteristics of a

brand; feelings aroused by the brand; and by the degree of agreement between the

brand-user's opinion and the brand's image itself. Results also show that the

higher the symbolic or representative characteristics, the stronger the positive

feelings, and the greater the congruency between the consumer and brand image,

the greater the chance of the brand being perceived as possessing high status

elements. Many people prefer multinational brands just for the status enhancing

motive. Such consumers are very conscious about their appearance, so they prefer

the brands very vigilantly. They are the ones who frequently prefer multinational

brands even if they are expensive. They go for the image of brand which can

enhance their own image and status in the society.

Past researchers have developed a greater understanding of the

relationship between multinational branded products and status consciousness of

consumers, how consumers are most likely to use status conscious approach in

their lives and the status that comes from displaying one's self though branded

products (Eastman, 1999; Mason, 1992; Motameni & Shahrokhi, 1998;

O'Shaughnessy, 1992; Schitovsky, 1992).

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Quality

Czinkota & Ronkainen in their book “Global Marketing” (2006) have

mentioned that global marketers must emphasize quality in their strategies

because they cannot compete on price alone. To maintain a position of product

superiority, firms must invest in research and development for new products as

well as manufacturing methods. Another important aspect of improving quality is

an emphasis on design. Some countries such as Singapore and Taiwan provide

financial assistance to help companies improve product design. Cash grants help

defer design costs, and publicity-oriented programs increase overall design

consciousness. Moreover, global marketers must realize that they have to meet

ISO 9008 standards to compete for business abroad and to win contracts from

multinational corporations.

Advertising and Celebrity Endorsers

An effective advertisement educates the consumer about the product and

makes recognition of the brand. It helps creating an image of a brand and plays

important role in changing consumer’s perception, thus influencing his buying

decision. Also celebrity endorsers have been found to produce more positive

responses towards advertising and greater give preference to purchasing

intentions than a non-celebrity endorser. Celebrities build an image between the

brand and the consumer and are a major source of influencing brand purchases.

Advertising is a paid non-personal communication from an identified

sponsor using mass media to persuade or influence audience (Wells Vurnett

Moriaaty). It is all about an effective communication of the message through an

affective media like television, radio, internet, news paper, magazines, billboards,

banners, brochures, etc. There are various types of advertising, one of which is

‘Brand Advertising’. It’s the most visible type which focuses on the development

of long term brand identity and image.

Celebrity endorsement has been recognized as “a ubiquitous feature of

modern marketing” (McCracken, 1989). The company can build characters that are

congruent with their brands and the target audience. Companies have very little

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control over the celebrity’s persona, as this has been created over the years. Stars are

loved and adored by their fans, so advertisers use stars to capitalize on these feelings

to sway the fans towards their brand. Some stars have a universal appeal and

therefore prove to be a good bet to generate interest among the masses. For example,

L’Oreal hired Beyonce Knowles and Natalie as their spokesperson whereas; Estee

Lauder hired a famous actress Elizabeth Huley to promote the brand.

Country-of-Origin

The country of origin of a product, typically communicated by the phrase

“made in…” has a considerable influence on the quality perceptions of a product.

The manufacture of products in certain countries is affected by a built-in positive or

negative stereotype of product quality (Czinkota & Ronkainen). Japanese brands

seem to be perceived as more reliable (i.e., requiring less repair), while American

brands are perceived as more roomy and safer in the event of a collision. It is

expected that a marketing strategy that works well for Japanese brands will not

work as well for U.S. brands or European brands because of their different country

image. This has been stated in an empirical study named “Brand popularity,

country image and market share” by Chung Koo Kim, Jay Young Chung. Another

research says that country of origin effects have lessened as consumers are more

informed today. The argument has been made that with the advent of more

economic integration, national borders become less important.

Ethnocentricity

Consumers’ ethnocentrism is a psychological construct representing how

consumers view products made in their own country markets as an object of pride

and identity versus those from other countries market. The development of

consumers’ preference for multinational brands rather than Indian brands has

reflected by the phenomenon of consumer ethnocentrism. However, more recent

empirical studies investigating the impact of ethnocentricity on consumers’

preference indicate that this construct offers an excellent potential for international

consumer research, particularly in those economies which have recently been

subjected to fundamental macroeconomic and political transformations.

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6.7 Descriptive Statistics of Factors Affecting Brand

Table 6.16: Factor- Price

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid

Strongly Disagree (1) 20 4.2 4.2 4.2

Disagree (2) 20 4.2 4.2 8.4

Neutral (3) 35 7.3 7.3 15.7

Agree (4) 186 38.7 38.7 54.4

Strongly Agree (5) 219 45.6 45.6 100.0

Total 480 100.0 100.0

Figure 6.10: Bar Chart Factor- Price

Response on 5-Point

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Interpretation:-

Frequency table for the variable Price shows that 38.7% respondents

assigned it towards important scale with a rank of 4 and 45.6%, ranked it 5,

whereas only 4.2% of the respondents ranked it 1, all the ranks for the variable

Price shows by a bar diagram. It is also observed that the distribution of the ranks

is positively skewed, i.e. most of the respondents ranked more than the median

value 3, which clearly indicates its importance.

Table 6.17: Factor- Quality

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid Strongly Disagree (1) 10 2.2 2.2 2.2

Disagree (2) 25 5.2 5.2 7.4

Neutral (3) 45 9.3 9.3 16.7

Agree (4) 196 40.8 40.8 57.5

Strongly Agree (5) 204 42.5 42.5 100.0

Total 480 100.0 100.0

Figure 6.11: Bar Chart Factor- Quality

Response on 5-Point

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Interpretation:-

Frequency table for the variable Quality shows that 40.8% respondents

assigned it towards important scale with a rank of 4 and 42.5%, ranked it 5,

whereas only 2.2% of the respondents ranked it 1, all the ranks for the variable

Quality shows by a bar diagram. It is also observed that the distribution of the

ranks is positively skewed, i.e. most of the respondents ranked more than the

median value 3, which clearly indicates its importance.

Table 6.18: Factor- Celebrity Endorsement

Frequency Percent Valid

Percent Cumulative

Percent

Valid Strongly Disagree (1)

18 3.8 3.8 3.8

Disagree (2) 33 6.9 6.9 10.7

Neutral (3) 61 12.7 12.7 23.4

Agree (4) 184 38.3 38.3 61.7

Strongly Agree (5) 184 38.3 38.3 100.0

Total 480 100.0 100.0

Figure 6.12: Bar Chart Factor- Celebrity Endorsement

Response on 5-Point

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Interpretation:-

Frequency table for the variable Celebrity Endorsement shows that 38.3%

respondents assigned it towards important scale with a rank of 4 and 38.3%,

ranked it 5, whereas only 3.8% of the respondents ranked it 1, all the ranks for the

variable Celebrity Endorsement shows by a bar diagram. It is also observed that

the distribution of the ranks is positively skewed, i.e. most of the respondents

ranked more than the median value 3, which clearly indicates its importance.

Table 6.19: Factor- Ethnocentricity

Frequency Percent Valid Percent

Cumulative Percent


Disagree (2) 16 3.3 3.3 4.5

Neutral (3) 20 4.2 4.2 8.7

Agree (4) 200 41.7 41.7 50.4

Strongly Agree (5) 238 49.6 49.6 100.0

Total 480 100.0 100.0

Figure 6.13: Bar Chart Factor- Ethnocentricity

Response on 5-Point

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Interpretation:-

Frequency table for the variable Ethnocentricity shows that 41.7%



variable Ethnocentricity shows by a bar diagram. It is also observed that the

distribution of the ranks is positively skewed, i.e. most of the respondents ranked

more than the median value 3, which clearly indicates its importance.

Table 6.20: Factor- Status Symbol


Percent Cumulative

Percent


Disagree (2) 13 2.7 2.7 4.4

Neutral (3) 21 4.4 4.4 8.8

Agree (4) 229 47.7 47.7 56.5

Strongly Agree (5) 209 43.5 43.5 100.0

Total 480 100.0 100.0

Figure 6.14: Bar Chart Factor- Status Symbol

Response on 5-Point

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Interpretation:-

Frequency table for the variable Status Symbol shows that 47.7%



variable Status Symbol shows by a bar diagram. It is also observed that the



Table 6.21: Factor- Credibility of Brand


Percent Cumulative

Percent


Disagree (2) 22 4.6 4.6 7.3

Neutral (3) 27 5.6 5.6 12.9

Agree (4) 193 40.2 40.2 53.1

Strongly Agree (5) 225 46.9 46.9 100.0

Total 480 100.0 100.0

Figure 6.15: Factor- Credibility of Brand

Response on 5-Point

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Interpretation:-

Frequency table for the variable Credibility of Brand shows that 40.2%


ranked it 5, whereas only 2.7% of the respondents ranked it 1, all the ranks for

the variable Credibility of Brand shows by a bar diagram. It is also observed that

the distribution of the ranks is positively skewed, i.e. most of the respondents

ranked more than the median value 3, which clearly indicates its importance.

Table 6.22: Factor- Country of Origin


Percent Cumulative

Percent

Valid Strongly Disagree (1)

28 5.8 5.8 5.8

Disagree (2) 23 4.8 4.8 10.6

Neutral (3) 41 8.6 8.6 19.2

Agree (4) 199 41.4 41.4 60.6

Strongly Agree (5) 189 39.4 39.4 100.0

Total 480 100.0 100.0

Figure 6.16: Factor- Country of Origin

Response on 5-Point

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Interpretation:-

Frequency table for the variable Country-of Origin shows that 41.4%



variable Country-of-Origin shows by a bar diagram. It is also observed that the



Table 6.23: Factor- Range of Varieties


Percent Cumulative

Percent


Disagree (2) 18 3.7 3.7 9.0

Neutral (3) 42 8.7 8.7 17.7

Agree (4) 179 37.3 37.3 55.0

Strongly Agree (5) 216 45.0 45.0 100.0

Total 480 100.0 100.0

Figure 6.17: Bar Chart Factor- Range of Varieties

Response on 5-Point

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Interpretation:-

Frequency table for the variable Range of Varieties shows that 45%



variable Range of Varieties shows by a bar diagram. It is also observed that the



6.8 Discussion According to the data collected from the survey 80 % of the consumers have

given preference to branded products and about 20% purchase unbranded products.

The respondents that said brands are not good quality have mostly given reasons

such as performance and the fabric used. Furthermore, majority of the respondents

prefer Multinational Brands for better quality, more reliability, better physical

awareness and the brand image. The survey results indicate that the consumers

mainly look for the extrinsic product cues like brand name, quality and price of a

product. Moreover, from the survey it is seen that the majority of the respondents

sometimes change the brand they use. In addition to this a lot of consumers (91.2%)

are of the opinion that the use of multinational shows the social status of a person.

Also, consumers are of the opinion that people buy certain brands especially

multinational brands so that they can fit into a particular social group. The reason

being that these products have become a status symbol. However, some consumers

said, that people buy products for their own satisfaction. In addition to this, Out of

the total respondents questioned, most of the consumers said that they sometimes

like to purchase the national brands with their favorite celebrity as a spokesperson.

They would definitely prefer such brands only for their favorite celebrity has been

endorsed in the advertisement. Therefore, it can be said that celebrity endorsement

plays a role in consumer purchase decision but it is not always effective.

Moreover, most of the respondents told that they consider their country of

Origin while making a purchase decision. It has also been observed that majority

of the consumers consider variety of products while purchasing a national brand

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and some of the consumers consider the fashion factor sometimes. The results

show that many consumers use and prefer multinational brands while some of

them always prefer Indian brands. These consumers believe in promoting the

local market and products. Patriotism for the country is also a factor that leads to

the consumers preferring Indian brands. Some consumers on the other hand

prefer both Indian as well as multinational brands. Such consumers have more

technical knowledge regarding products and are mostly price conscious. They

make comparisons among different alternatives before buying a product.

Conclusion: - This chapter deals with the comparative study on Consumers’ preferences

towards readymade garments between Indian Brand and Multinational Brand.

Famous 10 Indian Brands and Famous 10 Multinational Brands have been

selected for this study. The results indicated that among Indian brands Park

Avenue got the highest point in terms to the advertising, sales promotion and

distribution channels of marketing mix. In the same way Gucci, Wrangler, Diesel,

Guess and Arrow got 1st Rank on the marketing mix.

Through the factor analysis eight highest loadings factors such as, price,

celebrity endorsement, quality, status symbol, ethnocentricity, credibility of

brand, country-of-origin and wide varieties depicted that aforesaid factors

influenced preferences of consumers. Consumers are now becoming choosy and

selective and they consider brand as their identity and they perceive that brand

enhances their personality. Even middle class family prefers high end brands.

Celebrity influences the perception of youth towards brand. In all prices and

quality both are influencing factors in promoting the Indian brand and

Multinational brand.

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Documents

chapter - vi a comparative study of indian brand & multinational