Dhileep Summer Mba Proj

8/8/2019 Dhileep Summer Mba Proj

1/23

Done by

C.Dhileep


2/23

` PURPOSE

` PROBLEMSTATEMENT

` RESEARCH GOALS

` PRELIMINARY DETAILS

` QUESTIONNAIRE` RESEARCH DESIGN

` TYPEAND NATUREOFSTUDY

` SAMPLIGN DESIGN

` DATACOLLECTIONMETHODS` CONCLUSION

` RECOMMENDATIONS

` LIMITATIONSOFSTUDY


3/23

` To study the consumer preference towards a new

boutique in the Coimbatore city and to also :

` Cater to special customer needs in terms offabrics, colours and textures.

` Understand customers preference towards

custom made garments.


4/23

` SAMPLE A sample of 120 was chosen from the

entire population in the area. The sample was

chosen based on area sampling where

prospective consumers are likely to beinterviewed. This will help give accurate results

regarding the area and the possibility of a

boutique.


5/23

` SURVEYINSTRUMENT The data is collected

using Questionnaires. The questionnaire was

distributed to college students and working women

in the area. The area also has several collegesand offices which eased out the questionnaire

distribution.


6/23

` DATACOLLECTION College students were

asked to fill the questionnaires during lunch hours

and breaks and the answered questionnaire was

also returned immediately.O

ffice going womentook the questionnaires for a day and returned

them later. A 2 min talk was also conducted to get

any special feedback.


7/23

` DATAANALYSIS Once the data is calculated it

has to be coded and analysed using appropriate

tests. Factor analysis, Cluster analysis and one

wayA

nova was carried out to support theresearch.


8/23

` No enough information available as the area has

no boutiques. The information available cannot be

validated due to varying customer perceptions. So

a detailed research is required to find theprospectiveness of starting a boutique.


9/23

` To clearly understand if the boutique can be successful in thearea mentioned.

` To understand customer preference towards brandedgarments.

` To know the fashion consciousness of the people living in thearea.

` To validate and present in a clear format what is actuallyexpected by the end customer.

` To have and overall knowledge about consumers and theirperceptions towards fashion


10/23

` The preliminary details required for the research

was collected with the help of a questionnaire. The

questionnaire contained questions that were

focused upon the research objective.T

he resultsobtained met the requirements.


11/23

` 1. Are you constantly looking for fashionable clothes ? - Yes/No

`

`

` 2. What kind of clothes do you prefer ?

` a. Casual (Daily wear) b. Formal (Office wear) c. Traditional(Sarees)

`

`

` 3. Are the boutiques in your city meeting your fashion requirements ? -Yes/No

`

`

` 4. How often do you shop for new clothes ?

`

a.O

nce a month b.O

nce in 6 months c.O

nce in a year`

`

` 5. Do you like to shop during offers/sales ? - Yes/No

`

`

` 6. Is there any particular type of garments that are not available with the existing

boutiques` Yes / No


12/23

` 7. What is fashion according to you ?

` a. New styles b. New colours c. New designs

`

`

` 8. Do you prefer clothes ?.

` a. Custom made b. Off the rack

`

`

` 9. Is customisation the key to perfect clothes ? Yes/ No

`

`

` 10. How much on an average would you expect a dress to cost

` a. Within Rs.1000 b. 1000 2000 c. 2000-3000 d.

Above 3000`

` 11. Would you like lucky draws/privileged customer cards etc. -Yes/No

`

` 12. Being brand crazy is the most fashionable - Yes/No


13/23

` 13. Being up to date with fashion is most necessary - True/ False

`

`

` 14. The people living around me indirectly influence my choice of dressing -True/False

`

`

` 15. Your choice of fabric ?

` a. Cotton b. Silk c. Synthetic d. Jute e. Wool

`

`

` PERSONAL INFORMATION:

` Name :

` Age : Below 18 19-25 26-35 Above 36` Gender :

` Annual Income :

` Occupation : Student/Working/Housewife


14/23

` The people in the area are fashion conscious.` College students more towards fashion.` Boutiques are available in the city, but not in Avanashi Road.` Majority of the respondents shop for new clothes once in 6 months.

` Offers like the end of the season sale, aadi offers are really awaited by

the customers.` Women want more choice in office wear.

` Majority of the customers said new styles and colors are required.

` Custom made clothes are the most wanted.

` Majority of the consumers prefer spending Rs.2000 in a single purchase.` Jute clothes are not given much importance in the existing boutiques.

` Majority of the consumers choice of dressing is influenced by the society.` The idea of a boutique in this area was preferred


15/23

` TYPE AND NATURE OF STUDY

` Its an exploratory research as the study is undertaken withoutknowing much about the industry and existing boutiques.

` A detailed study has to be undertaken regarding the

opportunities that can be explored taking up a boutique project.` An exploratory study is also undertaken to better comprehend

the nature of the problem. The problem is why not manyboutiques are being opened up in the city. The opportunity hasnot been tapped.

` A detailed analysis of the situation, industry and consumers will

give a good understanding as to the problem and its core.


16/23

` AREASAMPLING The respondents are chosen

from the Peelamedu confining it to a particular area.

Area sampling is done to determine the taste and

preference of the local customers which will help

better to understand about the area. The demand of

the people and locality can be well analysed to

achieve at desired results. The college students and

working women from the geographic area can be the

right population to be researched upon.`


17/23

` A sample of 120 was chosen from the entire

population in the area. The sample was chosen

based on area sampling where prospective

consumers are likely to be interviewed.T

his willhelp give accurate results regarding the area and

the possibility of a boutique.

` Infinite population

` G POWERANALYSIS` Sample size - 120


18/23

` QUESTIONNAIRE

` A questionnaire is a preformulated written set of questions to which respondentsrecord their answers usually within rather closely defined alternatives.Questionnaires are an efficient data collection mechanism when the researcherknows exactly what is required and how to measure the variables of interest.The questionnaires were administered personally which was also followed by a2 min talk to each respondent. The talk was conducted to get a feedback about

the idea of a new boutique.`

`

` JOURNALS, MAGAZINES

` Information was also collected from fashion magazines and journals. Theseprinted material had reviews, new fashion ideas and various other tit bits offashion information. Journals are a great way of knowing the current

happenings in the industry. The latest designs and trends are available.Consumer surveys and their results are a great way of knowing the consumerwants.

`


19/23

` Sample frame error

` Respondents selection error

` Non response errors` Accessibility error

` Refusal error


20/23

` The research was successful and the hypotheseswere substantiated. The research gave ampleinformation regarding the fashion industry. Thecompetitiveness, culture of the geographic region wasstudied which gave good exposure about the industry.

With analysis and strong support with analytical testsgives good interpretation about the project and itspurpose. The pulse of the consumers with respect totheir tastes according to the age was also studied. Theextensive research gave good insight into the fashion

industry. The hypotheses were also substantiated.


21/23

` Majority of the respondents liked and wanted more

of jute and silk fabric garments. This area could be

concentrated on to exactly cater to the customer

needs.T

he respondents also preferred custommade garments with a variety of fabric choices

and styles. The garments can be custom made to

such requirements. Advertisements can also be

given in fashion magazines and newspapers

which will give exposure to the boutique.


22/23

` TIME The study had to be completed within a timeperiod of 5 weeks which was a constraint. This reallyhas great influence upon the effectiveness ofresearch. The results were completed within 5 weeks

and tabulated accurately.`

` GEOGRAPHIC REGION Since the boutique is to beopened in Coimbatore and in particularly Peelameduthe area is limited. There was no opportunity to have a

cross cultural mix of respondents.


23/23

`THANKYOU

Documents

Dhileep Summer Mba Proj