Slide 2:
Research Proposal on CONSUMER BUYING PREFERENCE - JEANS
Executive Summary:
Executive Summary For a brand to establish itself in its market and for its products to sell successfully, thus achieving company goals and shareholder profitability, a number of key principles concerning consumer behavior have to be fully grasped and addressed. As well as producing a range of new, exciting and quality garments, the firm will need to ensure that its products are cleverly and thoughtfully marketed to the appropriate consumer groups.
Background:
Background Denim wear consumption in India and the business in itself changes almost every day with new modification and new brands. It is also becoming a part of the business’s action to determine the size, character and make up. Hence, it requires profound market research study. There are various segments (pricing) in the industry . the most challenging job is to determine the right price points. And most of the times, a marketing mix of various parameters and their weights is applied to identify if a product will be able to generate the expected profits or not. My research aims to find such parameters and their relative weight-age which a consumer evaluates before buying jeans.
Actual Problem Identification:
Actual Problem Identification Primary Research Objective The primary research objective is to understand the attitude and preference of the customers purchasing jeans. Secondary Research Objective To determine which factors play an important role in shaping buyer behaviour. To determine whether various demographics segments show preference for different factors . To correlate the preferences of international consumers with Indian consumers.
Approach to Problem:
Approach to Problem Preparing Exhaustive list : What brand does the youth prefer? Which is the quality of jeans is most preferred? What type of Jeans is Preferred by students? What color of Jeans is preferred? Hypothesis will be thus prepared after compiling this list
Research Design:
Research Design A Conclusive research is to be followed for preparing questionnaire and determining a conclusion……. To determine 6W’s …target respondents Key variable like price, durability, style, type, etc. Steps may include - To segment market on the basis of age, education, income and profession. To conduct survey to understand the underlying consumer preferences in deciding the buying behaviour. If possible understand the behaviour of international consumers.
Field Work:
Field Work Respondents will be Students They are non earning Respondents may have completed Bachelors and are pursuing PG Respondents will cover Indian market Only Age group will be 18 – 27 years Collection of data – partly online, partly direct.