1.1 OBJECTIVES OF THE STUDY1.
To find out the reasons as to why consumers prefer WESTSIDE brandin particular.2. To determine the target consumers who prefer to buy WESTSIDEproducts3. Tofind out the consumer perception towards the WESTSIDE4. To understand the most effective media source of WESTSIDE brandawareness5.
To determine which product of WESTSIDE is more preferred by malesand females.6. To find out the price range consumers prefer in WESTSIDE. 1.2 SCOPE OF THE STUDYThe study is designed to provide informationregarding the consumer awareness of Westside garments as based on itsattributes, availability, brands loyalty & attractiveness of advertisementsin Bangalorecity with special reference to Westside garments. 1.3 TYPE OF RESEARCHTheresearch design was an exploratory one.
A survey was conducted so as to collectprimary data.DescriptiveResearch: Descriptive research includes surveys andfact-finding enquiries of different kinds. The major purpose of descriptiveresearch is description of the state of affairs, as it exists at present.Descriptive research studies also called ex post facto research. The main characteristic of this method: Itis that the researcher has no control over the variables; he can only reportwhat is happening or what had happened.1.
3.1 DATA COLLECTIONThemain aim of the study was to find out the brand awareness of WESTSIDE men’s& women’s wear brand among youngsters and also their buying behavior,factors influencing it and their perceptions about men’s ‘s andWestside .The following tools were used tocollect data: 1.3.
2 PRIMARY DATAa. QUESTION – SCHEDULEAQuestion – schedule was used as an instrument for the purpose of datacollection. In this research, a structured question – schedule was used. Itconsisted of a number of questions which are typed in a particular sequentialorder.
The questions were of dichotomous type. It also contained rating, openand closed ended questions.Ø Structuredquestionnaires: Properly designed and structuredquestionnaire, which helped me to collect the needed data, was used for thesuccess of the study. This questionnairebrought in major data for the research work. It was designed in such a way thatit should gather all data that I am looking forward to get and make study andinterpretations.
b. PERSONAL INTERVIEWAllthe respondents were contacted personally, and a face to faceinteraction/interview was carried out. A structured question schedule was keptas a guiding factor for the researcher. This data was obtained from informaldiscussions with the officials of Unit Trent Limited Westside BangaloreKoramangala branch and even the Show room managers of WESTSIDE.
Ø Unstructureddiscussions: I made visit to company’soutlets and discussed with outlet managers regarding various issues on their brandand its movement in market, their problems etc. I had also informal discussions with customers and other youngstersabout fashionable casual wear, their taste of choice, life styles etc.The discussions all were in unstructured manner. ThisI did in some college campuses in Bangalore.These discussions gave me insights regarding the things that I should reflect inthe questionnaire and about the kind of data that I should gather, so that thestudy should be effective.c. ACTUAL COLLECTION OFDATAFor the collection of actual data I visited manycollege campuses and also some gatherings of youth in public places.
As thetarget customers of Westside are youth, I also tried to focus on the youngstersin colleges and young working professionals were also approached.The questionnaire was of structured type. It wasdesigned to gather data regarding the respondent’s perception about the popularMen &Women’s wear brands; the factors they look into when go for buying it,the perception about the brand Westside, the rating the customers give toWestside various attributes, perception regarding strong advertisement mediafor casual wear etc.