Brands

T E A C H E R I N C H A R G E

: M R S . S WAT I V I S P U T E

Introduction

Literature review

Problem statement

Research methodQuestionaireSample Method of analysis

Conclusion

2Overview of the project

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Members part of the ResearchGroup members:

Name Roll no

Monit Chauhan 11B906

Bhavesh Chhajed 11B908

Vikas Jain 11B916

Stewart Serrao 11B940

Sorabh Shandilya 11B942

Bhavani Singh Shekhawat 11B943

Kaveshna Shete 11B944

Mohd. Arif Shaikh 11B953

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Declaration

We hereby declare that we have made this project to the best of our capability and the information provided

in the report is true to best of knowledge.

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ACKNOWLEDGEMENT

We are thankful to our professor Mrs. Swati

Vispute for her  guidance throughout our project work.

We are grateful to all our respondents who made time to give us the information.

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Introduction

We had a group discussion regarding which topic to choose. We wanted to choose such a topic on which research is possible.The first step we did is that, we told our group members to suggest us some topics for research. Our members suggested around 3 to 4 topics, but we came to a conclusion to choose the above mentioned topic. This innovative topic was suggested by our Group member Mohd. Arif Shaikh.The reasons why we chose this topic is because of the following reasons:

1.We are teenagers and in this 21st century every single student prefers buying branded products.2.We want to study the Human Psychology behind this

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AimThe main Aim behind doing this survey was study the Human Psychology behind brands.

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Literature reviewTeens and brands the preponderance of rather limited

literature on teen brand attitudes has focused on the influence of socialization agents.

In 1977early research showed that parents influence children's clothing brand choices by acting as role models as per the research conducted by Ward and Wackman. In 1990 according to a research done by Bearden and Randall ,Adolescents frequently communicate with their peers prior to making purchases in order to maintain group identity.In 1997, Shim and Koh found that teens that interact more with peers about consumer matters exhibit a more brand-oriented decision making style.In 1999,Darley said that Clothing offers teens a means of self-expression or a way of coping with social situations.

In 2000, McLaughlin argues that echo-boomers are skeptical of advertising because they have been inundated with it.In 2001, Auty and Elliott seem to hold similar views as they contend that conforming to the fashion that is accepted by the group is more important than choosing brands that express one's own identity.In 2002, Taylor and Cosenza argue that self-expression is especially

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important to the echo-boomers and found that clothing style, look and fit were the three most important clothing selection criteria used by 16 to 19 year-old females. They also found that this age group was preoccupied with social acceptance, social affiliation and "coolness" attached to make the "right" clothing choices. Interestingly, brand/label received the lowest ranking in the study by them. However, as noted by Weiss in 2003,echo-boomers tend to not be brand loyal.Indeed, the average American 21 year old has been exposed to 3,000 marketing messages a day throughout their lifetime.In 2005,Dotson and Hyatt examined the impact of gender on peer group influence and found that girls report being more influenced by peers than do boys in terms of their preference for certain clothing brands.

United States American teens have a healthy appetite for apparel. According to the Packaged Facts (2007) "Teen Market in the U.S. Report," the 26 million American 12- to 17-year olds earn an aggregate income of $80 billion. Spending on and by U.S. teenagers is forecast to exceed $208 billion by 2011, an increase from $189.7 billion in 2006.

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HypothesisAs mentioned in the above literature

review,there is limited information about about any research conducted in India. There is also no research conducted on preference of college students.

The research we are conducting is going to be a unique in its nature and it will be one in its kind. Therefore we are going to test the following hypothesis in our project.

H1: College students prefer brands for social status

H2: College students value money and buy quality brands

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ProblemStatement:-

Preference of Brands For College Going Students

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Sample for research:-As our topic emphasizes on college going

students,we have decided to interview students from 5 colleges in Mumbai.

The colleges we have chosen is given below:-

Vidyalankar school of information technology(VSIT),Wadala

South Indian Education Society(SIES),Sion

Poddar College,Matunga Guru Nanak Khasla College,Matunga Ramnarain Ruia College,Matunga

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Method of Data collection

As we are college going students and we don’t have the funds to interview a large number of people so we decided to interview a maximum of at least 50 people. We decided to collect 5 samples from each college.

We divided our work equally among all our members. We decided to save paper as well as our funds. To perform the above function we decided to use technology. We used Google docs to prepare our questionnaire online.

After designing the questionnaire we used Samsung Galaxy tab to conduct the research. We used three techniques to collect the data for further analysis.

1.Interview 2.E-mail3.Social networks.

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Number of daily responses:-

As soon as our proposal was ready we decided to start our research as soon as possible. To proceed with our research ,we kept an ultimatum of completing the Data collection. We kept an ultimatum of completing it in 7 days. But we finished it well in advance before time because of our group coordination.

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Analysis of data collectedGender :

We did not want to have a bias study of our research for that reason we decide to collect samples in the ratio 65:35.

In total samples collected of are:

Gender No of samples collected

Percentage

Male 32 64

Female 18 36

Other Nil Nil

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Reputation factor

The

second question asked by us was whether the respondent uses brands for social status.

In totality including male and female the responses resulted in a tie, but a major of male participants said Yes as compared to the female participants and vice versa.

Therefore we came to conclusion that most males prefer brands for their social status.

Yes No

Male 18 14

Female 7 11

Total 25 25

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The graphical representation of the above data:-

The pie chart of the above data:-

Male

Female

0

2

4

6

8

10

12

14

16

18

Yes

No

YesNo

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Brand preference by Family Members

The third question we asked was whether their family members prefer brands.

In this question there was a difference in our samples collected, wherein majority of their families prefer brands. In gender wise both males and female said that their family also prefers brands.

Therefore we came to a conclusion that if there might be a possibility that, the preference for brands may be inculcated by them through their family genes.

Yes No

Male 19 13

Female 12 6

Total 31 19

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Male Female0

2

4

6

8

10

12

14

16

18

20

YesNo

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Brands as an item of Show-off

The fourth question we asked was do you use brands as an item of show-off.

The answers were giving majority No, as per we expected while framing this particular question. But it was surprising as some females use brands for show-off.

Therefore we came to conclusion that most people don’t use brands as an item of show-off.

Yes No

Male 9 23

Female 7 11

Total 16 34

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Male Female0

5

10

15

20

25

Yes No

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Impression

o

Yes No

Male 11 21

Female 3 15

Total 14 36

The next question we asked was whether they wear brands to impress others.

The answers were giving majority No, as per we expected while framing this particular question. In the male samples some part fo them said yes while the majority said No.The female samples also gave a majority to the No.

Therefore we came to conclusion that most people don’t use brands to impress others.

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Male Female0

5

10

15

20

25

30

35

NoYes

25

Imitate other(with respect to brands)

Yes No

Male 8 24

Female 4 14

Total 12 38

The next question we asked was whether they imitate others by the brands they wear.

In this question again we received a majority No.the answers by both were supporting the majority.

Therefore,we came to a conclusion that most of them don’t imitate others by the brands they wear.

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Male Female0

5

10

15

20

25

YesNo

Yes24%

no 76%

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Financial Status

Yes No

Male 23 9

Female 14 4

Total 37 13

The next question we asked was whether they keep their Financial status in mind before buying brands.

In this Question the majority answers were Yes.Even while checking the gender wise the majority was Yes.The few yes we have recieved may be from the higher class people.

Therefore we came to a conclusion that most people keep their Financial status in Mind before purchasing brands.

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Male

Female

0 5 10 15 20 25 30 35

YesNo

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Brand Loyalty

Yes No

Male 17 15

Female 8 10

Total 25 25

The next question we asked was based on brand Loyalty.

The majority was leveled wherein half of them said Yes and half said No.In this question majority of the Males said Yes,and the majority of the females said No.

Yes74%

No26%

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Therefore we came to a conclusion that some people are brand loyal whereas some prefer switching brands.

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Male

Female

0 2 4 6 8 10 12 14 16 18

NoYes

Yes50%

No50%

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Brand Loyalty

We asked our respondents to answer describe their answer; some of the words used by them are given below.

I am not brand loyal i buy the best that suits me. I like to stick to a particular brand. Brands are for people who are conscious of their outer appearance

We derived a conclusion after reading the responses is that people who are brand loyal stick to a particular brand. People who switch brands buy the best what suits them.

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Preference of brands

Some of their answers were:-oQualityoReputation oCool factor oPleasure oValue for money oImpression oReliable oComfortoSocial status

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ConclusionAfter doing this entire project we can conclude that

most of the teenagers of this generation prefer brands. But there are also some factors that affect it.

Teenagers in today’s world have started thinking before doing anything. They prefer being their selves rather than imitating others. They prefer to select the best for them.

They are also become smart and have value for their money and keep quality as their motto.

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Findings From the research conducted by us we have found

out that teenagers prefer brands.We also proved our first Hypothesis to be partially

wrong,wherein we the majority was levelled.Our second Hypothesis was successfully proved

right,wherein teenagers have become smart and have a value for money and quality.

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Questionaire We formed a 9 question in the questionaire required for

the research.

1.Do you use brands for your social status?o Yeso Noo Other

2. Does ur family prefers branded items?

o Yes o No

3. Do you use brands as an item of show off?

o Yes o No

4. Do you wear brands to impress others?

o Yes o No

5.Do you Imitate others by the brands they wear?

o Yeso No

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6. Do you keep Your financial status in mind before buying brands?

o Yeso No

7.Are you brand loyal or you switch brands?

o Yes o No

8. On The Above Question Asked About Brand Loyalty Please Answer In Two To Three Lines (For Eg. If Yes Then Why Yes & If No Then Why No)

o Answer

9.Why do you prefer brands?o Answer

Brands

Documents

Transcript of Brands