EFFECTIVENESS OF PROMOTIONAL SCHEMES IN RETAIL

STORES AMONG CUSTOMERS WITH REFERENCE TO

CLASSIC POLO
CHAPTER 1
INTRODUCTION
Promotion is one of the marketing mix elements among a system of five in a promotional
plan (often known as the five Ps). These elements are personal selling, advertising, sales
promotion, direct marketing, and publicity. A promotional mix specifies how much attention to
pay to each of the five subcategories, and how much money to budget for each. A promotional
plan can have a wide range of objectives, including: sales increases, new product acceptance, and
creation of brand equity, positioning, competitive retaliations, or creating a corporate image.
Fundamentally, however, there are three basic objectives of promotion:
 To present information to consumers as well as others
 To increase demand
 To differentiate a product from others in the marketplace
There are different ways to promote a product in different areas of media. Promoters use
Internet advertisement, special events, endorsements, and newspapers or magazines to advertise
their product. Many times with the purchase of a product there are incentives like discounts, free
items, or contests. These methods are used to increase the sales of a given product.
Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable, competitive
advantage. Marketing strategy includes all basic and long-term activities in the field of marketing
that deal with the analysis of the strategic situation of a company and the formulation, evaluation
and selection of market-oriented strategies and therefore contribute to the goals of the company
and its marketing objectives.
Marketing strategies may differ depending on the unique situation of the individual
business or product. However, there are a number of ways to categorize some generic strategies.
Strategies Based on Market Dominance:
In this scheme, firms are classified based on their market share or dominance of an
industry. Typically there are four types of market dominance strategies:
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  Leader
 Challenger
 Follower
 Nicher
Porter Generic Strategies:
These strategies concentrate on the dimensions of strategic scope and strategic strength.
Strategic scope refers to the market penetration while strategic strength refers to the firm's
sustainable, competitive advantage. The generic strategy framework (porter 1984) comprises two
alternatives, each with two alternative scopes: Differentiation and Low-Cost Leadership, each
with a dimension of focus—which can be broad or narrow. Some of these are:
 Product differentiation
 Cost leadership
 Market segmentation
 Innovation strategies
 A company or product can fall into one of three categories:
 Pioneers
 Close followers
 Late followers
If the company is not a pioneer, then it must consider growth strategies. In this scheme we ask
the question, "How should the firm grow?" There are a number of different ways to answer that
question, but the most common answers are:

 Horizontal integration
 Vertical integration
 Diversification
 Intensification

A successful product or service means nothing unless the benefit of such a

product/service can be communicated clearly to the target market. An organization‘s
Promotional Strategy can consist of:

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1. Advertising:
It is a paid form of non-personal communication using any form of mass media.

2. Public relations:
Involves developing positive relationships with the organization media public. The art of
good public relations is not only to obtain favourable publicity within the media, but it is also
involves being able to handle successfully negative attention.

3. Sales promotion:
Commonly used to obtain an increase in sales short term. Could involve using money off
coupons or special offers.

4. Personal selling:
Selling a product service one to one. By personalizing advertising, response rates increase
thus increasing the chance of improving sales.

5. Direct Mail:

It is the process of sending of publicity material to a named person within an organization

For selling the products or service marketers use a number of methods. The
objective is to create awareness, remind the customers to persuade and buy the products. The
company is interested to increase the sales and profits of the company in the markets. The
markets may be different for different products and service.

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 Advertising : Advertising is a one method of presenting message to persuade an audience
to purchase or take some action upon products,ideals, or services. Any paid form of non-
personal presentation of ideas about products or services in the media by and identified sponsor.
The advertisement is given by using the brand name of the products or services and their benefits
to users are highlighted. The media used for communication includes television radio,
newspapers, magazines, billboard posters, periodicals, cinema etc. In one effort through
advertisement the message reaches to a large number of customers or audience. Advertising is
intended to persuade and to inform. In advertisement by the identified sponsor the message is
designed and given to media for further communication. The sponsor may be company, dealers,
or jointly given the company and dealers. For advertisement a huge amount is spent in a year.

High cost is involved in advertising because the advertisements are given in different media and
repeatedly. The message given in an advertisement is non personal. It is not related to any
individual but it is related to the company, products or services. Advertising can be used for
commercial and non commercial purposes depending upon the planning of the sponsors. The
advertising was not used in the past much but it developed with mass production of products and

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increasing competition. To achieve the targets of the company nowadays it has been used
mainly. No doubts it is also used for non commercial purposes also like political, social,
religious etc.
Objectives of advertising: Main objectives of advertising are following:
• The advertisements are placed in the media targeting the audience mainly the
prospects or customers with the objectives to communicate them. When a new advertisement is
placed regarding the company has launched first time and customers do not know about this. The
objective is to create awareness among them. It is through advertisement they would come to
know.
• If the customers know then they can be reminded for the existing products or
service so that they should not forget the products and services of the company.
• After repeated advertisement, the objective is to persuade them to take buying
decision. The customers have to think when it is reminded repeatedly. One day they have to go
for it whenever they are in need of such products of services.
• For existing customers, another objective of advertisement is to retain them in future also.
They should not think to change over to the new products of other companies. They are kept
informed regarding the new features and benefits of the products time to time.
Advantages : The major advantages of advertising are following:
• Cost-effective with large audiences are covered in one effort on media. It reached to a
large number of audiences through television, radio, newspaper etc. The amount spent in
one advertisement is high but the cost calculated per head per advertisement is less.
• The coverage by the mass media is very wide. If we take example of one
advertisement placed on national radio, in one attempt it covers the whole territory of India. It
covers all direction, urban, sub urban and rural area. The coverage is very wide through
advertisement.
• Effective method of presentation of ideas about the products or services through audio
video feature. With both audio and video the message can be explained with very high degree of
clarity. The objective of communication is served properly.
• It has the ability to create images and symbolic appeals to the target audience. It can be
related to certain situations to explain the message effectively so image can be created in mind of
audience.
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• In advertisement the message is placed by the company or advertising agency on
behalf of the company. Whenever they want to review the message it can be done easily. They
have proper control over the message in advertising.
Disadvantages : There are many advantages of advertising but it does not mean that it does not
have its limitations or disadvantages. The disadvantages of advertising are following:
• Costly, particularly television: When the cost per audience is calculated with radio, it
is higher side. For repeated advertisements the budget for advertising is very high. Some of
the medium companies may not like to go for this type of advertisements.
• Difficult to determine effectiveness: The advertisements are placed in different media
for audience. On this a huge amount is spent but it has become difficult to measure the
effectiveness that how much is the effect on sales, customers perception etc.
• Alone advertisement cannot sell the products to the customers without supply of
products to the customers or dealers. It cannot work alone.
• It is bit difficult to trust because many times false advertisements are
given by the unidentified sponsors. The false claims are done through advertisement and that
misguide the customers. The credibility of advertising is not very high in the markets. When the
critical analysis of advertising is done on the basis of its advantages and disadvantage, then it
can be said the advertising is very useful for promoting the products or services of the company
in the markets. It can be concluded that despite of its limitations it is needed in the present time
of competition.
(ii) Sales Promotion: Sales promotion is one of the promotional mixes other than
advertising, publicity/public relations and personal selling. The efforts are put to increase the
sales by motivating everyone whoever in involved in the sales of the products. The major parties
involved in the sales are salesmen, dealers and customers. The sales promotion efforts are
targeting them to stimulate them to buy through different incentives or benefits. The
objective of promotional efforts is short term. When the company is interested to increase the
sales of the products or services the different methods are being used. When efforts are there
other then advertising and personal selling is called sales promotion. Marketing efforts through
which the targeted parties are stimulated to buy the products for extra value or incentive. These
efforts can be targeted to salesmen, customers and dealers to increase sales in short term. The

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sales promotion activities can be divided as customer oriented, trader oriented and sales
force oriented. Through sales promotion tool the extra benefits are provided to the
targeted group so that they can be stimulated to buy the products and increase the sales and
profits of the company. The parties involved in sales promotion are customers, salesmen and
traders of different types.

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1.1 ABOUT THE INDUSTRY –RETAIL

Indian retail industry has emerged as one of the most dynamic and fast-paced industries due to
the entry of several new players. It accounts for over 10% of the country‘s gross domestic
product (GDP) and around eight% of the employment. India is the world‘s fifth-largest global
destination in the retail space.
India ranked 73 in the United Nations Conference on Trade and Development's Business-to-
Consumer (B2C) E-commerce Index 2019. India is the world‘s fifth-largest global destination in
the retail space and ranked 63 in World Bank‘s Doing Business 2020.
India is the world‘s fifth-largest global destination in the retail space. In FDI Confidence Index,
India ranked 16 (after US, Canada, Germany, United Kingdom, China, Japan, France, Australia,
Switzerland, and Italy).
Market Size
As per Kearney Research, India‘s retail industry is projected to grow at a slower pace of 9% over
2019-2030, from US$ 779 billion in 2019 to US$ 1,407 billion by 2026 and more than US$ 1.8
trillion by 2030.
Revenue of India‘s offline retailers, also known as brick and mortar (B&M) retailers, is expected
to increase by Rs. 10,000-12,000 crore (US$ 1.39-2.77 billion) in FY20. India‘s direct selling
industry would be valued at US$ 2.14 billion by the end of 2021.
According to the Retailers Association of India (RAI), the retail industry achieved 93% of pre-
COVID sales in February 2021; consumer durables and quick service restaurants (QSR)
increased by 15% and 18% respectively.
After an unprecedented decline of 19% in the January-March 2020 quarter, the FMCG industry
displayed signs of recovery in the July-September 2020 quarter with a y-o-y growth of 1.6%.
The growth witnessed in the fast-moving consumer goods (FMCG) sector was also a reflection
of positivity recorded in the overall macroeconomic scenario amid opening of the economy and
easing of lockdown restrictions.
E-Retail has been a boon during the pandemic and according to a report by Bain & Company in
association with Flipkart ‗How India Shops Online 2021‘ the e-retail market is expected to grow
to US$ 120-140 billion by FY26, increasing at approximately 25-30% p.a. over the next 5 years.

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India has the third-highest number of e-retail shoppers (only behind China, the US). The new-age
logistics players are expected to deliver 2.5 billion Direct-to-Consumer (D2C) shipments by
2030. Online used car transaction penetration is expected to grow by 9x in the next 10 years.
During the festival period in 2020, Amazon, Flipkart and various vertical players sold goods
worth US$ 9 billion despite the pandemic onslaught.
Development Scenario
Retail tech companies supporting the retail sector with services such as digital ledgers, inventory
management, payments solutions, and tools for logistics and fulfillment are taking off in India. In
the first nine months of 2021, investors pumped in US$ 843 million into 200 small and mid-sized
retail technology companies, which is an additional 260% of capital compared to the entire 2020.
In November 2021, Department for Promotion of Industry and Internal Trade announced that it
is working on a regulatory compliance portal to minimise burdensome compliance processes
between industries and the government.
In October 2021, retailers in India increased by 14% compared with last year
In September 2021, New Delhi-based e-commerce enablement startup GoKwik raised US$ 5.5
million through Matrix Partners India. Dukaan, another startup that helps businesses digitise
operations, received a US$ 11 million investment led by 640 Oxford Ventures.
The Indian retail trading has received Foreign Direct Investment (FDI) equity inflow totalling
US$ 3.61 billion during April 2000-June 2021, according to Department for Promotion of
Industry and Internal Trade (DPIIT).
With the rising need for consumer goods in different sectors including consumer electronics and
home appliances, many companies have invested in the Indian retail space in the past few
months.
India‘s retail sector attracted US$ 6.2 billion from various private equity and venture capital
funds in 2020.
According to a report by PGA Labs and Knowledge Capital, investors had put in US$ 1.4 billion
into D2C companies between 2014 and 2020. The sector recorded an investment of ~US$ 417
million in 2020.
In October 2021, Reliance announced plan to launch 7-Eleven Inc.‘s convenience stores in India.

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In October 2021, Realme launched 100 new exclusive stores across India to expand and
strengthen its footprint in the country.
In October 2021, Reliance Retail introduced Freshpik, a new experiential gourmet food store in
India, to expand its grocery segment in the ultra-premium category.
In October 2021, Plum, the direct-to-consumer beauty & personal care brand, announced plan to
launch >50 offline stores across India (by 2023) to expand its customer base.
In July 2021, Dyson announced to increase its retail presence to 12 stores.
Tanishq, Shoppers Stop and Bestseller India (sells fashion brands Vero Moda, ONLY and Jack
& Jones) plan to add 10-35 stores in FY22.
In 2021, Lenskart received US$ 315 million funding from Falcon Edge Capital, Temasek
Holdings, KKR. The company plans to use the proceeds to expand its retail footprint in Southern
India.
Flipkart hired 23,000 individuals in India between March and May 2021 in various capacities
across its supply chain, including delivery executives, to strengthen the supply chain.
In May 2021, Big Bazaar rolled out its two-hour delivery service in small cities, such as Bhopal,
Mangalore, Raipur, Ranchi, Guwahati, Kanpur, Lucknow, and Varanasi, and recorded a boost in
orders over the past weeks.
In April 2021, Flipkart expanded its hyperlocal delivery service Quick to six new cities including
Delhi, Gurugram, Ghaziabad, Noida, Hyderabad, and Pune as the demand for essential goods on
e-commerce platforms surges amid the second wave of the pandemic.
Government Initiatives
The Government of India has taken various initiatives to improve the retail industry in India.
Some of them are listed below:

 In October 2021, the RBI announced plans for a new framework for retail digital
payments in offline mode to accelerate digital payment adoption in the country.
 In July 2021, the Andhra Pradesh government announced retail parks policy 2021-26,
anticipating targeted retail investment of Rs. 5,000 crore (US$ 674.89 million) in the next
five years.

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  Government may change Foreign Direct Investment (FDI) rules in food processing in a
bid to permit E-commerce companies and foreign retailers to sell Made in India
consumer products.
 Government of India has allowed 100% FDI in online retail of goods and services
through the automatic route, thereby providing clarity on the existing businesses of E-
commerce companies operating in India.
 The government‘s focus to improve digital infrastructure in Tier 2 and Tier 3 markets
would be favourable to the sector.
 The Minister of MSME announced inclusion of retail and wholesale trades as MSMEs.
Retail and wholesale trade will now get the benefit of priority sector lending under the
RBI guidelines.

Road Ahead
E-commerce is expanding steadily in the country. Customers have the ever-increasing choice of
products at the lowest rates. E-commerce is probably creating the biggest revolution in retail
industry, and this trend is likely to continue in the years to come. Retailers should leverage
digital retail channels (E-commerce), which would enable them to spend less money on real
estate while reaching out to more customers in tier II and tier III cities.
Online retail market in India is projected to reach US$ 350 billion by 2030 from an estimated
US$ 55 billion in 2021, due to rising online shoppers in the country. In 2020, the most common
payment methods online were digital wallets (40%), followed by credit cards (15%) and debit
cards (15%). Online penetration of retail is expected to reach 10.7% by 2024 versus 4.7% in
2019.
Nevertheless, long-term outlook for the industry looks positive, supported by rising income,
favourable demographics, entry of foreign players, and increasing urbanisation.

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1.2 ABOUT THE ORGANIZATION

Classic Polo is one of the most renowned brands in India that is synonymous with trendy men‘s
fashion. A lot of clothing brands may come and go, but Classic Polo remains the most loved
fashion staple of men who value sophistication and style in the way they dress.

Being the most acclaimed brand, Classic Polo boasted an eclectic range of clothing and
accessories for possibly every occasion. However, the messaging and visual identity for
packaging varied for every category of products. Although this approach brought out the
versatility of the brand in catering to different styles and personalities, a slew of visual identities
heaped up on the brand‘s underlying uniqueness and failed to accentuate it.

Classic Polo wanted to create a captivating visual identity and package design that would bring
out what the brand stood for while being applicable to all product categories.

In order to bring out the brand‘s essence in every product category that customers bought from,
we created a unified visual identity to be used in all of the brand‘s packaging. When they
rummaged the creative spaces of our brains, we knew exactly where to start. They began with an
extensive research on Classic Polo‘s loyal fans. Apart from preferring sophistication and style in
the way they dressed, the Classic Polo men believed in pushing the boundaries and always being
a notch above the rest – the same quality that makes them prefer Classic Polo‘s finesse over
others. They came up with copies and design that inspired men to level up their game. A blend of
yellow and blue have been used to bring out the evergreen freshness and the casual classiness the
brand offers. The upward arrows which indicate a progressive, ceaseless and challenging spirit
rightly balanced the entire underlying strategy. They made the design very versatile that it can be
adapted for business cards to brochure designs and everything in between

As a result of an alluring makeover, Classic Polo appealed more to its loyal customers and made
everyone feel part of the CP tribe, kindling a sense of belonging and improving customer loyalty.

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1.3 NEED FOR THE STUDY

Day by Day new products are introduced in the Market due to Mushroom growth.
Product advertisements are also coming out frequently in all the media such as print, internet,
radio, television and out door. While selecting their right products customer‘s should be more
cautious about the price, quality, profitability and reliability of the product. So the companies to
determine need to strategies to increase sales, purchasing behaviour of the customer, product
competitor and market potential. Based on the information available the firm has to formulate
promotional strategies to attract maintain and retain customers.

1.4 SCOPE OF THE STUDY

Promotional strategies are powerful tool to give marketing compare an extra edge to

attracting new customers and maintain the older one. Retailers need put memories compact of

all promotion strategies into play, since it is directed at the end customers.

1.5 OBJECTIVES OF THE STUDY

 To analyse the effectiveness of the communication of the offers to the customers

 To test the awareness level among public with respect to offers

 To assess the attractiveness of the offers to customers

 To find out the competitive differences of Classic Polo with other retail competitors

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1.6 LIMITATIONS OF THE STUDY

 This study is an academic effort hence it has its own limitation like cost, time and

geographical area.

 The number of respondents were restricted to 120 only

 The primary data and information were used in the study based on the information

supplied by the respondents which may be biased

 This study is limited to only one time period but customer mind set keeps on

changing from time to time, so perception may vary in future.

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 CHAPTER III

REVIEW OF LITERATURE
Rajput, Kesharwani and Khanna (2012) had studied about the consumer‘s behaviour on
branded outfits with respect to gender. The inclination of shoppers for readymade garments
particularly for branded garments is quick changing caused by the formation of identity and
status with the quality and comfort the product delivers. Because of the increased awareness and
cognizance, customers are prepared to spend any cost for the comfort and quality. The branded
garments also producing quality garments and a range of designs to satisfy the growing need of
their customers and also the customers are acknowledging the same. The outcomes affirm that
Indian individuals have progressed toward becoming profoundly brand conscious.

Kumudha and Unissa (2012) in the apparel retail sector of Bangalore. The CRM helps the
company to offer better customer services for their clients by understanding the value of their
customer and retaining them. The overall effect of the CRM will be reflected in the client
retention and customer loyalty. The marketing messages can be sent to huge number of target
clients based on the value of the customer towards the firm and expected response of the
customer through CRM.

Bhanot and Srinivasan (2013) among management students of Mumbai and Navi Mumbai. By
understanding the brand preferences of the students, marketing strategies can be devised based
on their choice. The study found that currently, menswear is one of the largest segments of
apparel domestic market with 43%. The growth rate of the menswear is supposed to be surpassed
higher than that of women‘s wear by 2015. The study confessed that it is increasingly crucial for
the Indian fashion retailers to understand the psychology and behavior of the consumer. In-depth
understanding of consumers of Gen Y is required; hence experimental values, the fashion
involvement, and retail apparel consumer‘s behavior have to be observed.

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Saluja (2016) conducted a study in Delhi to understand the consumer buying behavior towards
fashion apparel. The study shows that the consumers of Delhi are fashion conscious and they
have positive attitude towards purchasing of fashion apparel brand. India is changing with the
most recent patterns in clothes. India is referred to for its fashioned designs of outfits. Ethnic and
customary attire have been a personality of India since long. The consumers in Delhi are
fashionable and they prefer to shop mostly with their friends or family members. Quality,
comfort & brand image are the major attributes which impact the buying behavior of the
customers.

Lalitha et al (2008) examined the men‘s wear brand preference in the city of Hyderabad. The
main theme of the study was to understand the main reason, why the consumers tend to go for
branded pants and shirts to unbranded items, the impact of advertisements on the purchase
behavior and the factors impacting consumers to go behind branded clothes. It was found that
demographic factors such as age, educational qualification, and monthly income are considered
as influencing factors; particularly the family income has a major influence on the purchase
decision of branded apparel and also on the preference of branded apparel. So the brand retailers
should choose their target customers accordingly. The study showed that the advertisements and
the promotions strategies followed by the marketers play a major role in the level of brand
awareness. Further, the study also affirmed that the status symbol and quality were the main
reasons for buying branded ones.

Zhenxiang and Lijie (2011) say that the emergence of e-commerce has made the traditional
marketing and organization of fashion industry to experience the revolution. Until the rise of e-
commerce, internet has been used to lower the prices, which is connected with the purchasing
and maintaining supplier relationships, streamlining and inventory logistics, and evolving
strategic benefit and productive accomplishment of re-engineering of business. Web based
business enables organizations to enhance correspondences inside the store network and improve
benefit offering, along these lines giving opportunities to competitive differentiation. The bases

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of success of fast fashion are strong supply chain management, scare value creation, low cost on
promotions, flexible brand positioning strategy.

Pani and Sharma (2012). The study highlighted that Indian fashion industries have made an
extraordinary attention in the worldwide ramp shows by enhancing relationships of customer and
merchandising through apparel firms. The retail firms like Levi‘s and Raymond have attained
their brand equity. For the sustainable retain boom, the brands and retailers should focus on
certain factors such as collaborative alliances, quality brands, uniform sizing, non-competent
services providers, and customized services across the country. The well-planned product mix
and trained sales services can enhance the customer relations

Rahmania et al (2012) say that the major asset of a firm is the brand. The value of brand
indicates distinction in price in which a solid brand is pulled in its deal in examination with a
medium brand. Advertising is vital for brand promoting, since costumers educated new items
through it. Brand equity can be generated by enhancing perceived quality, brand loyalty and the
brand awareness of the consumers, these things cannot be developed in short period of time, but
it takes time to built the same through well planned investment. So brand equity is persistent and
durable and the item with strong brand equity is considered as precious asset for a company.
Studies indicates that consumers usually believe the comments of advertising and assumes it will
function as per their comments.

Kuhn and Mostert (2015) uncovered the relationship intentions among clothing retailers. Due
to increased competition, the retailers of clothing pushed to concentrate on customer retentions
through maintaining long-term relationship with customers. The study determined the viability of
customer relationship intention. The growing competition has fostered the retailers of clothing to
emphasis on the tactics of relationship marketing for customer retention. Thereby, the retailers

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can use customers‘ loyalty membership programme through which period of their support is
tracked and then targeting them in relationship-building efforts. However, the customers‘
relation intentions will not be automatically developed over time. The study showed that no
relationship is there between the clients relationship intentions and clients membership of the
apparel retailer‘s loyalty programme, as clients overall relationship intensions usually does not
change based on whether they are part of loyalty programme provided by the apparel retailer
from where they shopped very frequently.

Levy (2008) assured that the customer loyalty programs work hand-in-hand with customer
relationship management. The loyalty programs enabling loyalty card holds purchase
information, it can be used by the retailers to better satisfy the needs of their loyal customers. By
analyzing the databases, special promotions can be focused by offering coupons for more
purchases. Therefore, customer information can be utilized to build store loyalty by providing
efficient customer service as well as targeting its promotional activities.

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 CHAPTER III

RESEARCH METHODOLOGY

Research is defined as a, ―scientific and systematic search for pertinent information on a

specific topic‖. The purpose of research is to discover answers to questions through the
application of scientific procedures. The main aim of research is to find out the truth which is
hidden and which has not been discovered as yet.

3.1 MEANING OF RESEARCH

It is the scientific procedure adopted to do a market research. It is a systematic way of

doing research. The methodology of a research work provides an outline and a frame of how
it is conducted. Methodology is defined a ―the study of methods by which we gain
knowledge, it deals with cognitive processes imposed on research b the problems arising
from the nature of its subject matter

3.2 RESEARCH DESIGN

The research design is descriptive studies. Descriptive studies are well structured, they
tend to be rigid and its approach cannot be changed every now. The present type of research belongs
to the category of ‗Descriptive study‘. Descriptive study are undertaken when the researcher is interested
in knowing the characteristics of certain groups, assessing behaviour, making projections or
for determining the relationship between 2 or more variables.

3.3 SAMPLE DESIGN

Non-probability sampling method involves a deliberate selection of particular units of

the universe for constituting a sample which request the universe. Non probability sampling
is any procedure in which elements will not have the equal opportunities of being include in a
sample.

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Convenience Sampling
When the population elements are selected for inclusion in the sample based on the ease of
access is known as the convenience sampling. The research design is descriptive which is
concerned with narration of facts and description of various characteristics of particular group of
employees. Here the respondents are chosen on the basis of non-probability sampling under
which convenience sampling design was used.

3.4 POPULATION SIZE

Area chosen for the study is Coimbatore City as it has a high residential density. It is
an industrial town and second largest city in the state of Tamil Nadu. The population is quite
heterogeneous, with various dimensions such as religion, caste, customs, traditions language,
education, occupation, income etc.

3.6 SAMPLE SIZE

120 respondents were taken for the study

3.6 DATA COLLECTION

Data Collection is an important aspect of any type of research study. Inaccurate data
collection can impact the results of a study and ultimately lead to invalid results.

PRIMARY DATA

Primary Data is the data observed or collected directly from first-hand experience and it
is the data originally obtained through the direct efforts of the researcher through surveys,
interviews and direct observation. The Primary data for the study is collected through interview
schedule. It guides the interviewer while conducting a structured interview which has two
components: a set of questions designed to be asked exactly as worded, and instructions to the
interviewer about how to proceed through the questions. Interview schedule is assisted by the
questionnaire which is a list of a research or survey questions asked to respondents and designed
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 to extract specific information.

SECONDARY DATA

Secondary data is the data that have been already collected by and readily available
from other sources. Such data are cheaper and more quickly obtainable than the primary data
and also may be available when primary data cannot be obtained at all. Apart from primary
data this research is based on books like periodical journals and documentations

3.7 STATISTICAL TOOLS

The data collected was tabulated, analyzed and interpreted using simple percentage
method and ranking analysis methods.

Percentage Method:

The percentage method was extensively used for findings various details. It is used for
making comparison between two or more series of data. It can be generally calculated.

No of Respondent
Percentage of Respondent = x 100
Total no. of Respondents

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 CHAPTER IV
DATA ANALYSIS AND INTERPRETATION
ANALYSIS

The term analysis refers to the computation of certain measures along with
searching for patterns or relationships that exist among data groups. After collection of
data, the data has to be processed and analyzed in accordance with the outline laid down
for the purpose at the time of developing the research plan.

INTERPRETATION

Interpretation refers to the task drawing interpretations from the collected facts
after an analytical and or experimental meaning of research findings. The task of
interpretation has two major aspects:

 The effort to establish continuity in research through linking the result of a given
study with those of another.
 The establishment of some explanatory concepts.

Interpretation is essential for the simple reason that the usefulness and utility
component of research process.

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 TABLE NO: 1
AGE OF THE RESPONDENTS

Age No. of. respondents Percentage

18-20 Years 17 14
21-25 Years 49 41
26-35 Years 36 30
Above 35 Years 18 15
Total 120 100

Interpretation
From the table, it is concluded that 41% of the respondents are coming under the age
group between 21-25 years, 30% of the respondents are coming under the age group between 26-
35 years, 15% of the respondents are coming under the age group above 35years and 14% of the
respondents are coming under the age group between 18-20 years.

23
 CHART NO :1
AGE OF THE RESPONDENTS

50

40
PERCENTAGE

30

41%
20

30%

10

14% 15%

18-20 YEARS 21-25 YEARS 26-35 YEARS ABOVE 35 YEARS

AGE OF THE RESPONDENTS

24
 TABLE NO:2
GENDER OF THE RESPONDENTS

Gender No. of. respondents Percentage

Male 109 91
Female 11 9
Total 120 100

Interpretation
From the table it is concluded that 91% of the respondents are male and 9% of the
respondents are female.

25
 CHART NO:2

GENDER OF THE RESPONDENTS

100

80
PERCENTAGE

60

91%

40

20

9%

MALE FEMALE

GENDER OF THE RESPONDENTS

26
 TABLE NO: 3
MONTHLY INCOME OF THE RESPONDENTS

Monthly income No. of. respondents Percentage

Below Rs.20,000 3 2
Rs.20,001 - Rs.30,000 22 18
Rs.30,001 – Rs.40,000 52 43
Rs.40,001 – Rs.50,000 37 31
Above Rs.50,001 6 5
Total 120 100

Interpretation
From the table, it is concluded that 43% of the respondents having monthly income
between Rs.30,001 – Rs.40,000, 31% of the respondents having monthly income between
Rs.40,001 – Rs.50,000, 18% of the respondents having monthly income between Rs.20,001 -
Rs.30,000 , 5% of the respondents having monthly income above Rs.50,001 and 2% of the
respondents monthly income is below Rs.20,000.

27
 CHART NO :3
MONTHLY INCOME OF THE RESPONDENTS

50

40
PERCENTAGE

30

43%
20

31%

10
18%

5%
2%
0

Below Rs.20,000 RS.20,001 - RS. RS.30,001 - RS Rs.40,001 -Rs. ABOVE RS 50,001

30,000 40,000 50,000

MONTHLY INCOME

28
 TABLE NO: 4
SOURCES OF KNOWLEDGE ABOUT SHOP

Sources No. of. respondents Percentage

By Customers 38 32
By Advertisement 42 35
By Hoardings 40 33
Total 120 100

Interpretation
From the table, it is concluded 35% of the respondents know classic polo shop by
advertisement,33% of the respondents know classic polo shop by hoardings and 33% of the
respondents know classic polo shop by customers.

29
 CHART NO : 4
SOURCES OF KNOWLEDGE ABOUT SHOP

40

30
PERCENTAGE

20

35%
33%
32%

10

BY CUSTOMERS BY ADVERTISEMENT BY HOARDINGS

SOURCES OF KNOWLEDGE ABOUT SHOP

30
 TABLE NO: 5
OPINION ABOUT STORE CONVENIENTLY LOCATED

Opinion No. of respondents Percentage

Yes 71 59
No 49 41
Total 120 100

Interpretation
From the table, it is concluded 59% of the respondents said store is conveniently located
and 41% of the respondents said store isn‘t conveniently located.

31
 CHART NO: 5

OPINION ABOUT STORE CONVENIENTLY LOCATED

60

50

40
PERCENTAGE

30 59%

41%
20

10

YES NO

OPINION ABOUT STORE CONVENIENTLY LOCATED

32
 TABLE NO 6
AWARENESS OF PROMOTIONAL OFFERS AT CLASSIC POLO

Opinion No. of respondents Percentage

Yes 41 34
No 79 66
Total 120 100

Interpretation
From the table, it is concluded 66% of the respondents said that they aren‘t aware of
promotional offers at classic polo and 34% of the respondents said that they are aware of
promotional offers at classic polo

33
 CHART NO 6
AWARENESS OF PROMOTIONAL OFFERS AT CLASSIC POLO

60
PERCENTAGE

40

66%

20
34%

YES NO

AWARENESS OF PROMOTIONAL OFFERS AT CLASSIC POLO

34
 TABLE NO: 7

OPINION ABOUT ATTRACTION OF CLASSIC POLO STORES DISPLAYS AND

PROMOTIONAL OFFERS

Opinion No. of respondents Percentage

Yes 47 39
No 73 61
Total 120 100

Interpretation
From the table, it is concluded 61% of the respondents said the promotional offers at
classic polo aren‘t attractive and induced them to make purchases and 39% of the respondents
said promotional offers at classic polo are attractive and induced them to make purchases

35
 CHART NO: 7

OPINION ABOUT ATTRACTION OF CLASSIC POLO STORES DISPLAYS AND

PROMOTIONAL OFFERS

60
PERCENTAGE

40

61%

20 39%

YES NO

OPINION ABOUT ATTRACTION OF CLASSIC POLO STORES DISPLAYS

AND PROMOTIONAL OFFERS

36
 TABLE NO 8

THE PROMOTIONAL OFFERS AT CLASSIC POLO ARE ATTRACTIVE AND

INDUCED TO MAKE PURCHASES

Opinion No. of. respondents Percentage

Strongly agree 28 23
Agree 33 28
Neither agree nor disagree 17 14
Strongly disagree 42 35
Total 120 100

Interpretation
From the table, it is concluded 35% of the respondents strongly disagree the promotional
offers at classic polo at classic polo are attractive and induced them to make purchases and 28%
of the respondents agree that the promotional offers at classic polo are attractive and induced
them to make purchases, 23% of the respondents strongly agree that the promotional offers at
classic polo at classic polo are attractive and induced them to make purchases.

37
 CHART NO 8

THE PROMOTIONAL OFFERS AT CLASSIC POLO ARE ATTRACTIVE AND

INDUCED TO MAKE PURCHASES

40

30
PERCENTAGE

20

35%

28%

23%

10

14%

STRONGLY AGREE AGREE NEITHER AGREE NOR STRONGLY DISAGREE

DISAGREE

THE PROMOTIONAL OFFERS AT CLASSIC POLO ARE ATTRACTIVE

AND INDUCED TO MAKE PURCHASES

38
 TABLE NO 9
OPINION ABOUT IMPORTANCE OF PRICE
Importance of Price No. of. respondents Percentage
Extremely important 66 55
Very important 26 22
Not so 18 15
I don‘t care 10 8
Total 120 100

Interpretation
From the table, it is concluded that 55% of the respondents said price is extremely
important , 22% of the respondents said price is very important, 15% of them said price is not so
and 8% of them said they don‘t care about price.

39
 CHART NO 9
OPINION ABOUT IMPORTANCE OF PRICE

60

50

40
PERCENTAGE

30
55%

20

22%
10
15%

8%

EXTREMELY VERY IMPORTANT NOT SO I DONT CARE

IMPORTANT

OPINION ABOUT IMPORTANCE OF PRICE

40
 TABLE NO 10
OPINION ABOUT ONLINE SHOPPING
Opinion No. of. respondents Percentage
Good 24 20
Never tried it 43 36
Worried about fraud 41 34
Others 12 10
Total 120 100

Interpretation
From the table, it is concluded that 36% of the respondents said they never tried online
shopping ,34% of the respondents said they worried about fraud while doing online shopping,
20% of the respondents said online shopping is good and 10% of the respondents opinion is
other categories.

41
 CHART NO 10
OPINION ABOUT ONLINE SHOPPING

40

30
PERCENTAGE

20
36%
34%

10 20%

10%

GOOD NEVER TRIED IT WORRIED ABOUT OTHERS

FRAUD

OPINION ABOUT ONLINE SHOPPING

42
 TABLE NO 11
PREFERENCE OF SHOPPING

Preference of shopping No. of. respondents Percentage

Shop around for different brands 42 35
Shop around for price 36 30
One stop location 29 24
For brand loyalty 13 11
Total 120 100

Interpretation
From the table, it is concluded that 35% of the respondents said they prefer classic polo
shop around for different brands, 30% of the respondents said they prefer classic polo shop for
around for price, 24% of the respondents said they prefer classic polo shop one stop location
and 11% of the respondents said they prefer classic polo for brand loyalty.

43
 CHART NO 11
PREFERENCE OF SHOPPING

40

30
PERCENTAGE

20

35%

30%

24%

10

11%

SHOP AROUND FOR SHOP AROUND FOR ONE STOP LOCATION FOR BRAND LOYALTY
DIFFERENT BRANDS PRICE

PREFERENCE OF SHOPPING

44
 TABLE NO 12
OPINION ABOUT WHATSAPP GROUP FOR CAMPAIGNING CLASSIC POLO
PRODUCTS

Opinion No. of. respondents Percentage

Attention gaining 39 32
Non informative 19 16
Ignorance 51 42
Useful 11 9
Total 120 100

Interpretation
From the table, it is concluded that 42% of the respondents said they ignore whatsapp
group for campaigning classic polo products ,32% of the respondents said whatsapp group for
campaigning classic polo products is attention gaining, 16% of the respondents said whatsapp
group for campaigning classic polo products is non-informative and 9% of the respondents said
whatsapp group for campaigning classic polo products is useful

45
 CHART NO 12
OPINION ABOUT WHATSAPP GROUP FOR CAMPAIGNING CLASSIC POLO
PRODUCTS

50

40
PERCENTAGE

30

42%
20

32%

10
16%

9%

ATTENTION GAINING NON INFORMATIVE IGNORANCE USEFUL

OPINION ABOUT WHATSAPP GROUP FOR CAMPAIGNING CLASSIC

POLO PRODUCTS

46
 TABLE NO 13
PURCHASE POINT PROVIDED BY CLASSIS POLO

Options No. of respondents Percentage

Made a regular customer 43 36
Not considered 43 36
Seems useless 17 14
Instant discount preferred 17 14
Total 120 100

Interpretation
From the table, it is concluded that 36 % of the respondents said purchase point provided
by classic polo made a regular customer, 36% of the respondents said they are considered
about purchase point provided by classic polo, 14 % of the respondents said purchase point
provided by classic polo seems useless and 14 % of the respondents said purchase point
provided by classic polo instant discount preferred.

47
 CHART NO 13

PURCHASE POINT PROVIDED BY CLASSIS POLO

40

30
PERCENTAGE

20
36% 36%

10

14% 14%

MADE A REGULAR NOT CONSIDERED SEEMS USELESS INSTANT DISCOUNT

CUSTOMER PREFERRED

PURCHASE POINT PROVIDED BY CLASSIS POLO

48
 TABLE NO 14
BENEFITS PROVIDED TO CUSTOMERS BY CLASSIC POLO

Benefits No. of respondents Percentage

Purchase points 48 40
Gifts 58 48
Coupons 7 6
Discounts 7 6
Total 120 100

Interpretation
From the table, it is concluded that 48% of the respondents said gift is benefit provided
by classic polo ,40% of the respondents said purchase points is benefit provided by classic
polo,6% of the respondents said coupons are benefit provided by classic polo and 6% of the
respondents said discounts are benefit provided by classic polo

49
 CHART NO 14

BENEFITS PROVIDED TO CUSTOMERS BY CLASSIC POLO

50

40
PERCENTAGE

30

48%

20 40%

10

6% 6%

PURCHASE POINTS GIFTS COUPONS DISCOUNTS

BENEFITS PROVIDED TO CUSTOMERS BY CLASSIC POLO

50
 TABLE NO 15
FACTORS TO MAKE CLASSIC POLO RECOGNISABLE

Factors No. of respondents Percentage

Logo 18 15
Uniformity of structure and interiors 76 63
Quality 11 9
Designs 15 12
Total 120 100

Interpretation
From the table, it is concluded that 63% of the respondents said uniformity of structure
and interiors make them classic polo recognizable, 15% of the respondents said logo make them
classic polo recognizable,12% of the respondents said design make them classic polo
recognizable and 9 % of the respondents said quality make them classic polo recognizable.

51
 CHART NO 15

FACTORS TO MAKE CLASSIC POLO RECOGNISABLE

60
PERCENTAGE

40

63%

20

15%
12%
9%

LOGO UNIFORMITY OF QUALITY DESIGNS

STRUCTURE AND
INTERIORS

FACTORS TO MAKE CLASSIC POLO RECOGNISABLE

52
 TABLE NO 16
SECTOR OF CLASSIC POLO SHOP REQUIRES IMPROVEMENT

Options No. of respondents Percentage

Shirts 47 39
Trousers 43 36
T-shirt 3 2
Innerwear 27 22
Total 120 100

Interpretation
From the table, it is concluded that 39% of the respondents said shirts sector of classic
polo shop requires improvement 36% of the respondents said trousers sector of classic polo shop
requires improvement, 22% of the respondents said innerwear sector of classic polo shop
requires improvement and 2% of the respondents said t-shirt sector of classic polo shop requires
improvement

53
 CHART NO 16

SECTOR OF CLASSIC POLO SHOP REQUIRES IMPROVEMENT

40

30
PERCENTAGE

20 39%

36%

22%
10

2%
0

SHIRTS TROUSERS T-SHIRT INNERWEAR

SECTOR OF CLASSIC POLO SHOP REQUIRES IMPROVEMENT

54
 TABLE NO 17
OPINION ABOUT PRICE STRUCTURE

No. of
Opinion respondents Percentage
Affordable for all classes of people 28 23
Luxury 57 47
Quality and cost suits only for economic
35 29
class people
Total 120 100

Interpretation
From the table, it is concluded that 47% of the respondents said price is luxury ,29% of
the respondents said quality and cost suits only for economic class people and 23% of the
respondents said price is affordable for all classes of people.

55
 CHART NO 17

OPINION ABOUT PRICE STRUCTURE

50

40
PERCENTAGE

30

48%

20

29%

23%
10

AFFORDABLE FOR ALL LUXURY QUALITY AND COST SUITS

CLASSES OF PEOPLE ONLY FOR ECONOMIC CLASS
PEOPLE

OPINION ABOUT PRICE STRUCTURE

56
 TABLE NO 18
IDEA ON FASHION TRENDS

No. of
Opinion respondents Percentage
I am not concerned about fashion as I am 42 35
about modest prices
I am first to try a new fashions 78 65
Total 120 100

Interpretation
From the table, it is concluded that 65% of the respondents said that they have first to try
a new fashions and 35% of the respondents said that they have concerned about fashion as they
are about modest prices.

57
 CHART NO 18

IDEA ON FASHION TRENDS

60
PERCENTAGE

40

65%

20
35%

I AM NOT CONCERNED ABOUT FASHION AS I AM I AM FIRST TO TRY A NEW FASHIONS

ABOUT MODEST PRICES

IDEA ON FASHION TRENDS

58
 TABLE NO 19
OTHER FAVOURITE CLOTHING BRAND

Other brand No. of respondents Percentage

Polo ralph lauren 15 12
See and wear 43 36
Tommy hilfiger 26 22
Nike 36 30
Total 120 100

Interpretation
From the table, it is concluded that 36% of the respondents said See and wear is other
favourite brand other than classic polo, 30% of the respondents said Nike is other favourite
brand other than classic polo, 22% of the respondents said Tommy hilfiger is other favourite
brand other than classic polo and 12% of the respondents said Polo ralph lauren is other favourite
brand other than classic polo.

59
 CHART NO 19
OTHER FAVOURITE CLOTHING BRAND

40

30
PERCENTAGE

20
36%

30%

22%
10

12%

POLO RALPH LAUREN SEE AND WEAR TOMMY HILFIGER NIKE

OTHER FAVOURITE CLOTHING BRAND

60
 TABLE NO 20
FAVOURITE PLACES TO SHOP
Opinion No. of respondents Percentage
Local shopping center 43 36
Malls 31 26
Boutiques 21 17
Online 25 21
Total 120 100

Interpretation
From the table, it is concluded that 36% of the respondents said they like to shop local
shopping center, 26% of the respondents said they like to shop in malls, 21% of the respondents
said they like to shop online and 17% of the respondents said they like to shop boutiques.

61
 CHART NO 20

FAVOURITE PLACES TO SHOP

40

30
PERCENTAGE

20
36%

26%

21%
10
18%

LOCAL SHOPPING MALLS BOUTIQUES ONLINE

CENTER

FAVOURITE PLACES TO SHOP

62
 TABLE NO 21
MORE INCLINED TO BUY SOMETHING IF IT WAS IMPORTED OR DESIGNED BY
A FOREIGNER

Opinion No. of respondents Percentage

Yes 38 32
No 35 29
NOT IF COST MORE 47 39
Total 120 100

Interpretation
From the table, it is concluded that 39% of the respondents said they would not if cost
more inclined to buy something if it was imported or designed by a foreigner , 32% of the
respondents said they would be inclined to buy something if it was imported or designed by a
foreigner and 29% of the respondents said they would not inclined to buy something if it was
imported or designed by a foreigner.

63
 CHART NO 21

MORE INCLINED TO BUY SOMETHING IF IT WAS IMPORTED OR DESIGNED BY

A FOREIGNER

40

30
PERCENTAGE

20 39%

32%
29%

10

YES NO NOT IF COST MORE

MORE INCLINED TO BUY SOMETHING IF IT WAS IMPORTED OR

DESIGNED BY A FOREIGNER

64
 TABLE NO- 22

OPINION ABOUT QUALITY OF CLASSIC POLO

Opinion Number of Respondents Percentage

Excellent 27 22

Good 27 22

Moderate 32 27

Poor 16 13

Very Poor 18 15

Total 120 100

Interpretation

From the table- 27% of the respondents opinion is moderate about quality of classic polo,
22% of the respondents opinion is excellent about quality of classic polo,22% of the respondents
opinion is good about quality of classic polo,15% of the respondents opinion is very poor about
quality of classic polo and 13% of the respondents opinion is poor about quality of classic polo

65
 CHART NO-22

OPINION ABOUT QUALITY OF CLASSIC POLO

30

25

20
PERCENTAGE

15

27%

22% 22%

10

15%
13%

EXCELLENT GOOD NEUTRAL POOR VERY POOR

OPINION ABOUT QUALITY OF CLASSIC POLO

66
 TABLE NO 23

REASONS FOR LIKE ABOUT BRAND OR SHOP

Reasons Number of Respondents Percentage

Quality 66 55

Comfort and fit 30 25

Brand identity 12 10

Customer approach 12 10

Total 120 100

Interpretation

From the table 55% of the respondents said they like favourite brand or shop for
quality, 25% of the respondents said they like favourite brand or shop for comfort and fit, 10%
of the respondents said they like favourite brand or shop for brand identity ,10% of the
respondents said they like favourite brand or shop for customer approach.

67
 CHART NO 23

REASONS FOR LIKE ABOUT BRAND OR SHOP

60

50

40
PERCENTAGE

30
55%

20

25%

10

10% 10%

QUALITY COMFORT AND FIT BRAND IDENTITY CUSOTMER APPROACH

REASONS FOR LIKE ABOUT CLASSIC POLO

68
 TABLE NO 24
FREQUENCY OF DISCOUNTS & INCENTIVES ARE PROVIDED BY THE CLASSIC
POLO

Frequency Number of Respondents Percentage

Always 23 19

Often 27 22

Neutral 24 20

Sometimes 44 37

Not at all 2 2

Total 120 100

Interpretation

From the table 37% of the respondents said sometimes discounts & incentives are
provided Classic polo stores,22% of the respondents said often they provided discounts &
incentives are provided Classic polo stores, 20% of the respondents opinion is neutral about
discounts & incentives are provided Classic polo stores,19% of the respondents said always
discounts & incentives are provided Classic polo stores and 2% of the respondents said not at all
discounts & incentives are provided Classic polo stores.

69
 CHART NO 24
FREQUENCY OF DISCOUNTS & INCENTIVES ARE PROVIDED BY THE CLASSIC
POLO

40

30
PERCENTAGE

20
37%

22%
10 19%
20%

2%
0

ALWAYS OFTEN NEUTRAL SOMETIMES NOT AT ALL

FREQUENCY OF DISCOUNTS & INCENTIVES ARE PROVIDED BY THE

CLASSIC POLO

70
 TABLE NO 25
RATING OF CLASSIC POLO

Rating Number of Respondents Percentage

Best 57 47

Good 34 28

Satisfactory 29 24

Total 120 100

Interpretation

From the table 47% of the respondents said classic polo is the best, 28% of the
respondents said classic polo is good and 24% of the respondents said classic polo is satisfactory.

71
 CHART NO 25
RATING OF CLASSIC POLO

50

40
PERCENTAGE

30

48%

20

28%

24%

10

BEST GOOD SATISFACTORY

RATING OF CLASSIC POLO

72
 CHAPTER V
FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS

 41% of the respondents are coming under the age group between 21-25 years

 91% of the respondents are male

 43% of the respondents having monthly income between Rs.30,001 – Rs.40,000

 35% of the respondents know classic polo shop by advertisement

 59% of the respondents said store is conveniently located

 66% of the respondents said that they aren‘t aware of promotional offers at classic polo

 61% of the respondents said the promotional offers at classic polo aren‘t attractive and
induced them to make purchases

 35% of the respondents strongly disagree the promotional offers at classic polo at classic
polo are attractive and induced them to make purchases

 55% of the respondents said price is extremely important

 36% of the respondents said they never tried online shopping

 35% of the respondents said they prefer classic polo shop around for different brands


42% of the respondents said they ignore whatsapp group for campaigning classic polo
products

 36 % of the respondents said purchase point provided by classic polo made a regular
customer,

 48% of the respondents said gift is benefit provided by classic polo

 63% of the respondents said uniformity of structure and interiors make them classic
polo recognizable

 39% of the respondents said shirts sector of classic polo shop requires improvement

73
 47% of the respondents said price is luxury

 65% of the respondents said that they have first to try a new fashions

 36% of the respondents said See and wear is other favourite brand other than classic
polo

 36% of the respondents said they like to shop local shopping center

 39% of the respondents said they would not if cost more inclined to buy something if it
was imported or designed by a foreigner

 27% of the respondents opinion is moderate about quality of classic polo

 55% of the respondents said they like favourite brand or shop for quality

 37% of the respondents said sometimes discounts & incentives are provided Classic polo
stores

 47% of the respondents said classic polo is the best

74
5.2 SUGGESTIONS

 A regular communication and announcement of product to the customers by using

advance media techniques is inevitable.

 Festival season offers are mostly attracted by the customers. If there is permanent offer

for clothes in most times, then it would lose its credibility.

 The companies should focus more on sales promotion activities and new innovative

strategies with an objective of creating more value in the mind of customers.

 Designing marketing programs that help to link the brand by making them perceive

special benefits of Classic polo that they cannot find in others and the company shall

make the brand visible to public through digital communication and they should make the

public aware the heritage of the company.

 Developing new endorsers and new marketing movement helps demonstrate elegant and

classic in brand image

75
5.3 CONCLUSION

Many companies are aiming for high satisfaction because consumers who are just
satisfied still find it easy to switch when a better offer comes along. Those who are highly
satisfied are much less to switch. High satisfaction or delight creates an emotional bond with
the brand, not just, a rational preference. The result is high consumer‘s loyalty. The brand
must represent a promise about the total resulting experience that consumers can expect.
Whether the promise is kept depends upon the company‘s ability to manage its value -
delivery system includes all the communications and channel experiences the consumers
will have on the way to obtaining the offering.

76
 BIBLIOGRAPHY
BOOKS

 Philip Kotler, Marketing management. eleventh edition, Pearson Education

 R.S.N. Pillai and Bagavathi, Modern marketing principles and Practices., Second Edition
S.chand and Company Ltd, New Delhi.

 Rajan Saxena ,Marketing management ,Second Edition

 Kottler, Marketing management, Eight edition

JOURNALS

 Rajput, Kesharwani and Khanna (2012), Consumers‘ Attitude towards Branded Apparels:
Gender Perspective, International Journal of Marketing Studies, 4(2), PP 111-120. ISSN
1918-719X, E-ISSN 1918-7203

 Kumudha A and Unissa B (2012). A Study on CRM Practices in Apparel Retail Sector in
Bangalore. International Journal of Science and Research (IJSR). 3(11), 3p. ISSN
(Online): 2319-7064.

 Bhanot, S. and Srinivasan, S.R., (2013). A study of the Indian apparel market and the
consumer purchase behaviour of apparel among management students in Mumbai and
Navi Mumbai.Journal of Development Research. 10.13140/2.1.4998.6245

 Saluja (2016), Consumer Buying Behaviour towards Fashion Apparels- A Case of Delhi,
IOSR Journal of Business and Management, PP 82-86. e-ISSN: 2278-487X, p-ISSN:
2319–7668

 Lalitha. A., Ravikumar, J.andPadmavali, K. (2008), Brand preference of Men Wear,

Indian Journal of Marketing, 38(10), pp.33-36. ISSN - 2250-1991

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 Zhenxiang. W and Lijie. Z (2011), Case Study of Online Retailing Fast Fashion Industry,
International Journal of e-Education, e-Business, e- Management and e-Learning, 1(3),
PP 195-200. ISSN

 Pani. A and Sharma. M (2012), Emerging Trends in Fashion Marketing: A Case Study of
Apparel Retailing in India, International Journal of Business and Management
Tomorrow, 2(10), PP 1-8. ISSN: 2249-9962

 Rahmania, Z, Mojaveri, S.H, Allahbakhsh, A (2012), Review the Impact of Advertising

and Sale Promotion on Brand Equity, Journal of Business Studies Quarterly, 4(1), PP 64-
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 Kuhn, S.W. &Mostert, P.G., (2015). Relationship intention amongst clothing retail
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78
 APPENDIX

EFFECTIVENESS OF PROMOTIONAL SCHEMES IN

RETAIL STORES AMONG CUSTOMERS WITH
REFERENCE TO CLASSIC POLO

QUESTIONNAIRE

1.How old are you?

o 18-20 years
o 21-25 years
o 26-35 years
o Above 35 years

2.Gender

o Male
o Female

3.Income level

o Below Rs.20000
o Rs.20001-Rs.30000
o Rs.30001-Rs.40,000
o Rs.40,001-Rs.50,000
o Above Rs.50,001

4.How do you come to know about our shop?

o By our customers
o By advertisement
o By hoardings

5.Is our store conveniently located?

o Yes
o No
79
6.Are you aware of promotional offers at classic polo?

o Yes
o No

7.Do the displays and promotional offers informed in the store attract you?

o Yes
o No

8.The promotional offers at classic polo are attractive and induced you to make purchases?

o Strongly agree
o Agree
o Neither agree nor disagree
o Strongly disagree

9. How important is price?

o Extremely
o Very
o Not so
o I don‘t care

10.How do you feel about online shopping?

o Good
o Never tried it
o Worried about fraud
o Other reasons specified__________

11. Do you prefer to

o Shop around for different brands

o Shop around for price
o One stop location
o For brand loyalty
o One stop location for convenience and service

12. We have an WhatsApp group for campaigning our products.What is your view about it?

80
 o Attention gaining
o Non informative
o Ignorance
o Useful

13. Purchase point provided by us

o Made you a regular customer

o Not considered
o Seems useless
o Instant discount preferred

14.Which is benefit?

o Purchase points
o Gifts
o Coupons
o Discounts

15.What is the way to make our shop recognisable?

o Logo
o Uniformity of structure and interiors
o Quality
o Designs

16.Which sector of our shop requires improvement?

o Shirts
o Trousers
o T-shirt
o Innerwear

17. Price structure

o Affordable for all classes of people

o Luxury
o Quality and cost suits only for economic class people

18. Your idea on fashion trends

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 o I am not concerned about fashion as I am about modest prices
o I am first to try a new fashions

19. Please nominate your any other favourite clothing brand below

o Polo Ralph Lauren

o See and Wear
o Tommy Hilfiger
o Nike

20. Where do you like to shop?

o Local shopping center

o Malls
o Boutiques
o Online

21.Would you be more inclined to buy something if it was imported or designed by a foreigner?

o Yes
o No
o Not if cost more

22. What do you feel about the quality of Classic Polo?

a. Excellent
b. Good
c. Neutral
d. Poor
e. Very poor

23.What do you love about your favourite brand or shop?

o Quality
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 o Comfort & fit
o Brand identity
o Customer approach

24. How often discounts & incentives are provided by the Classic polo stores?

a. Always
b. Often
c. Neutral
d. Sometimes
e. Not at all

25. how would you rate Classic polo

o Best
o Good
o Satisfactory

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