CHAPTER 1

INTRODUCTION

1.1 Introduction to Project

The internship has been carried out for the requirement to get MBA certificate in
Bangalore University. The internship carried out to know the complete detail about creation of
brand awareness through social media in apparel industry by various tools. These study help
how the brand will create awareness through social media in apparel industry and learn about
the Many blogs in social media like micro blogs wikis social networking sites and virtual words
to use of social media it promotes fashion brand. And these topic is help to me how to target
market with the help of social media and other use how it is use for customer with fashion
brand updates in fashion lines. And how the company are awareness in creation of brand
awareness towards society and to know how the individual fashion brand are exposure through
social media.

1.2 Topic Chosen for the study

the internship is carried out to know about the brand awareness in apparel industry through
various tools in social media like face book, WhatsApp, Instagram, YouTube, and
advertisement through websites. In the present scenario social media as a powerful tool or
promotion. Brand awareness can be significantly increased through social media as it has better
impact on age group of youngsters.
 CHAPTER 2
Background and Objectives
2.1 Need of the Study
It is to know the brand awareness among the people through the advertisement which has been
provided in social media in apparel industry. The study is taken up to understand the impact of
social media on brand awareness it is significant in the present scenario scene social media has
revaluenized communication

2.1 Objectives
 To understand the impact of social media in creating brand awareness in apparel
industry.
 To understand effectiveness of social media in creating awareness in apparel industry.
 To suggest measure for improving the role of social media in creating brand awareness
in apparel industry.

2.3 Scope of the Study

 Studies conducted in Bangalore city and coverage respondents using social media.
 It helps in connecting with the social media and brand companies
 For the purchase of apparel

2.2 Research Methodology

2.4.1 Type of Research

descriptive research is taken up for the study

2.4.2 Sources of Data

 Source of data is collected from the Primary by questionnere

 Source of data is collected from the Secondary data by literature review
2.4.3 Sampling:
Sampling is a process used in statistical analysis in which a predetermined number of
observations are taken from a larger population.

2.4.3.1 Sampling Type

Simple random sampling

2.4.3.2 Sampling Unit

Youth of kengeri

2.4.3.3 Sample Size

50 respondents

2.4.1 Tools for Data Collection

Secondary data tools

 Journals
 Articles
 Newspapers
 Websites

primary data tools

 questionnaire’s

2.4.2 Plan of Analysis

 Use of diagrams
 Showing the statistical data by using tables, graphs

2.4.3 Limitation of the study

 This study is limited only to the branded apparels and social media,
 due to time constraint more number of responses could not be contacted.
 in spite of these limitation scene efforts have been made to carry out the project
2.5 Literature review

The purpose of this chapter is literature review critically review related to the theoretical
concept of the topic of social media, channels and brand awareness. The review is to develop
a theoretical frame for the study. The main papers for the study are the work of Palmer and
Lewis (2009) titled an experiential, social network-based on the approach of direct marketing
and Ralf Beuker and Erik RoscamAbbing (2009) paper titled of Social Media: social media
Brand Communication and social media Brand Research.

According to Forrester research study (2008) by Ernst.J, David M. and Cooperstein, Dernoga
M, found that companies (brands) are what proriteis of buyer from today is social media

Twitter was created in March1 by Jack Dorsey and launched that same year in July. Unlike
Facebook where one can have friends to share their different things, twitter one has to
connected to the latest information on to find interesting and finding public interest follow in
conversations.

According to Gummesson (2007) however, it is communication initiated by the marketer on

the interactive social networks maintained long term friendship can be 21 developed and
maintained between the business as well as the customer (Gummesson 2007: 10)

According to Ziv.Y (2006) The Fashion Industry is deeply rooted in traditional business practices. The
fashion industy reliability and dependability is mainly on people and not on the machines which
includes everything from buyer process buyer couture design the couture designs to But now with the
use of social media the fashion brands can s than the people which is undoubtedly much faster medium
of creating brand awareness among customers and to anticipate fashion behaviors. Social media has
become one of the most popular fashionable tools which creates link between brand and the consumer.
This link not only gives boost to the purchase increases the oral communication. In addition to these
social media can be very helpful in projecting the brands image in the minds of well informed and
conscious consumers. (fashion Magazine,2006).
 CHAPTER 3

ANALYSIS AND INTERPRETATION

Table No: 3.1

Table showing age group of respondent

 20-25 years
 26-30 years
 31-35 years

Age Number of respondent percentage

20-25 years 20 40%

26-30 years 15 30%

31-35 years 15 30%

 45%
40%
40%

35%
30% 30%
30%

25%

20%

15%

10%

5%

0%

20-25 years 26-30 years 31-35 years

Analysis and Interpretation: From the above graph, analysis shows that out of 50
respondents 40% from the age group of 20-25 and 30% from the age group of 26-30and 30%
from the age group of 31-35

The above charts show that the 40% from the group 20-25 youngsters are using social media
more.
Table No: 3.2

Gender

 Male
 Female

Gender Number of respondent Percentage

Male 32 64%

Female 18 36%
 70%
64%

60%

50%

40% 36%

30%

20%

10%

0%
Male Female

Analysis and Interpretation: From the above graph, analysis shows that out of 50
respondents 64% are male respondent and other 36% are from female respondent

The above charts show that more respondent are male respondent from the female respondent
and shows more number are male using social media

Table number 3.3

Education qualification

 UG
 PG
 Others

Qualification Number of respondent Percentage

UG 28 56%

PG 12 24%

Others 10 20%
 60% 56%

50%

40%

30%
24%
20%
20%

10%

0%

UG PG others

Analysis and Interpretation: From the above graph, analysis shows that out of 50
respondents Education qualification is 56% are under graduate and 24% are post graduate
and remaining 20% other qualification.

From above charts shows that 56% under graduate are using social media more because they
spend more time in social media rather than post graduate and others
Table number 3.4

Do you have a fashion brands on social networking sites?

 Yes
 No

Brand on social network Number of respondent Percentage

Yes 18 36%

No 32 64%
 70%
64%

60%

50%

40% 36%

30%

20%

10%

0%
Yes No

Analysis and Interpretation: From the above graph, analysis shows that out of 50
respondents 36% are using fashion brand in social media networking and other 64% are not
using fashion brand in social media networking.

From above charts shows that 64% are not using fashion brand in social media networking
because they will buy the fashion brand from offline rather then purchasing from online

shopping or in social media networks

Table number 3.5

Have noticed fashion/ apparel advertisement on social media?

 Yes
 No

Advertisement on social media Number of respondent Percentage

Yes 23 46%

No 27 54%
 56%

54%
54%

52%

50%

48%

46%
46%

44%

42%

Yes No

Analysis and Interpretation: From the above graph, analysis shows that out of 50
respondents .46% of respondent have noticed fashion brands from social media and 54%
have not noticed fashion brands from social media in apparel industry

From above charts shows that 54% have not noticed fashion brand from social media because
they have not followed any fashion brand pages in social media like what’s app Facebook
Instagram and others.

Table number 3.6

How do you observe the latest fashion trends?

 Social networking sites

 Print media
 Television Ads
 Looking at what others are wearing

Latest trend Number of respondents Percentage

 Social network sites 20 40%

Print media 6 12%

Television Ads 14 28%

Looking at others 10 20%

45%
40%
40%

35%

30% 28%

25%
20%
20%

15% 12%

10%

5%

0%

Social network sites Print media Television Ads Looking at others

Analysis and Interpretation: From the above graph, analysis shows that out of 50
respondents 40% are observe the latest fashion trends from social network sites and 12%
respondent are observe latest fashion trend in print media and 28% respondent are observing
latest fashion trend from television ads and remaining 20% respondent are observing latest
fashion trends from other media.

From above charts shows that 40% are observe the latest fashion trends from social network
sites by following fashion brand pages and through advertising.
Table number 3.7

Opinion of respondent about the impact of social media acquiring information about the
fashion trends?

 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
 Information about trends Number of respondent Percentage

Strongly agree 28 56%

Agree 10 20%

Neutral 4 8%

Disagree 8 16%

Strongly disagree 0 0%

60% 56%

50%

40%

30%
20%
20% 16%

10% 8%

0%
0%

Strongly agree Agree Neutral Disagree Strongly disagree

Analysis and Interpretation: From the above graph, analysis shows that out of 50
respondents 56% of respondent are strongly agree that with the help of social media they can
acquire more information about fashion trends and 20% agree that with the help of social
media they can acquire more information about fashion trends and 8% are neutral or
moderate in acquiring information about fashion brand in social media and 16% disagree that
theycan acquire more information about fashion brand in social media.

From above charts shows that 56% of respondent strongly agree that through social media
they can acquire more information about fashion trends.
Table number 3.8

Do you follow fashion related blogs?

 Yes
 No
 Sometimes

Fashion related blogs Number of respondents Percentage

Yes 22 44%
 No 8 16%

Sometimes 20 40%

50%
44%
45%
40%
40%

35%

30%

25%

20%
16%
15%

10%

5%

0%
Yes No Sometimes

Analysis and Interpretation: From the above graph, analysis shows that out of 50
respondents 44% of respondent follow fashion related blogs and 16% do not follow the
fashion blogs and 40% are follow fashion related blogs sometimes.the above charts shows
that 44% of respondent follow the fashion blogs regularly.
Table number 3.9

Do you think social media influences the fashion industry?

 Positively
 Negatively
 Both
 Neither

Social media influences Number of respondent Percentage

Positively 22 44%

Negatively 8 16%

Both 15 30%

Neither 5 10%

50%
44%
45%
40%
35%
30%
30%
25%
20% 16%
15%
10%
10%
5%
0%

Positively Negatively Both Neither

Analysis and Interpretation: From the above graph, analysis shows that out of 50
respondents 44% respondent agree that social media influences them positively about
apparel industry and 16% respondent feel that social media impacts them negatively and
30% respondent feel that they are influenced both positively and negatively and 10% or not
sure.

From above charts shows that 44% of respondent are influences positively in fashion industry
through social media. By creating brand awareness and getting information about product and
so it influences positively.
 Table number 3.10

find out about mainstream news?

 Social media
 Newspaper/magazines
 News television programmes
 Other

Mainstream news Number of respondent Percentage

Social media 30 60%

Newspaper/magazines 7 14%

News television programs 7 14%

Other 6 12%
 70%

60%
60%

50%

40%

30%

20%
14% 14%
12%
10%

0%

Social media Newspaper/magazines News television programs Other

Analysis and Interpretation: From the above graph, analysis shows that out of 50
respondents 60% respondent can be found in the main stream news by social media and 14%
feel that they can find main stream news in newspaper and 14% feel that they can find main
stream news by news television program and remaining remianing 12% feel that main
stream news can be found with other media.

From above charts shows that 60% respondent can find main stream news by social media
Table number 3.11

Do you use social media (eg. Facebook, twitter, etc.)?

 Yes
 No

Use of social media Number of respondents Percentage

Yes 38 76%

No 12 24%
 80% 76%

70%

60%

50%

40%

30%
24%

20%

10%

0%

Yes No

Analysis and Interpretation: From the above graph, analysis shows that out of 50
respondents 76% of respondent use social media and 24% of respondent are not using any
social media

From above charts shows that 76% of respondent social media like what’s app twitter it
shows more number of People are using social media.
Table number 3.12

Do you follow any fashion brands on social media (H&M, misguided, Adidas,
Topshop, acne studios or fashion designers, etc.)?

 Yes
 No

Follow any fashion industry Number of respondent Percentage

Yes 32 64%

No 18 36%

70%
64%

60%

50%

40% 36%

30%

20%

10%

0%

Yes No
Analysis and Interpretation: From the above graph, analysis shows that out of 50
respondents 64% of respondent are follow fashion brand like ( (H&M, misguided, Adidas,
Topshop, acne studios or fashion designers, etc.)and remaining 36% of respondent are not
follow any fashion brand ((H&M, misguided, Adidas, Topshop, acne studios or fashion
designers, etc.)

From above table shows that 64% respondent are follow fashion brand like ((H&M,
misguided, Adidas, Topshop, acne studios or fashion designers, etc.) it shows that it creats
more brand awareness through social media the brand like be ((H&M, misguided, Adidas,
Topshop, acne studios or fashion designers, etc.)
Table number 3.13

Do you follow any fashion influencers on social media (photographers, models, bloggers)?

 Yes
 No

Fashion influences Number of respondents Percentage

Yes 27 54%

No 23 46%

56%

54%

52%

50%

48%

46%

44%

42%
Percentage

Yes No
Analysis and Interpretation: From the above graph, analysis shows that out of 50
respondents 54% of respondent are influences photographer and models in fashion brand
through social media and 46% of respondent are not influences photographer and models in
fashion brand through social media

From above charts shows that 54% of respondent are influences photographer and models in
fashion brand through social media by following there dress style and there attractive photo
in advertisement through social media.
Table number 3.14

Opinion of respondent about the impact of social media in Communication through social
media can make a brand more attractive in apparel industry.

 Strongly agree
 agree
 Neutral
 disagree
 Strongly disagree

Communication on social media Number of respondents Percentage

Strongly agree 28 56%

agree 12 24%

Neutral 5 10%

disagree 3 6%

strongly disagree 2 4%

60% 56%

50%

40%

30%
24%

20%

10%
10% 6%
4%

0%

Strongly agree agree Neutral disagree strongly disagree

Analysis and Interpretation: From the above graph, analysis shows that out of 50
respondents 56% of respondent strongly agree that social media can make more attractive in
apparel industry through social media. And 24% respondent agree and 10% respondent are
neutral and 6% respondent disagree with these statement and 4% respondent are strongly
disagree.

From above charts it shows that 56% respondent strongly agree that social media can make
more attractive in apparel or fashion industry through social media by contribution of social
media networking sites like YouTube Instagram what’s app twitter it create more attractive
for the peoples with their advertisement in pages and fashion brand websites so it shows with
the help social media brand can make more attractive as well as can be create a brand
awareness with the help social media in fashion industry.
Table number 3.15

Opinion of respondent about the impact of social media can make a brand more memorable in
apparel industry.

 Strongly agree
 agree
 Neutral
 disagree
 Strongly disagree

Memorable Number of respondent Percentage

Strongly agree 29 58%

agree 11 22%

Neutral 6 12%

Disagree 3 6%

Strongly disagree 1 2%
 70%

60% 58%

50%

40%

30%
22%
20%
12%
10% 6%
2%
0%

Strongly agree agree Neutral Disagree Strongly disagree

Analysis and Interpretation: From the above graph, analysis shows that out of 50
respondents 58% of respondent are strongly agree that social media can make more brand
memorable in fashion industry and 22% of respondent are agree that social media can make
more brand memorable in fashion industry and 12% respondent are neutral and 6%
respondent are disagree and 2% of respondent are strongly disagree

From above table shows that 58% of respondent are strongly agree that social media can
make more brand memorable in fashion industry through social media advertisement in
YouTube Facebook Instagram make more brand memorable and fashion brand are giving
intended messages of fashion industry and good slogan of a brand with the help of social
media.
Table number 3.16

Opinion of respondent about the impact of social media by Posting promotion and offer in
social media does it affect customer perception in apparel industry

 strongly agree
 agree
 Neutral
 Disagree
 Strongly disagree

Customer perception Number of respondent Percentage

Strongly agree 26 52%

agree 12 24%

Neutral 8 16%

Disagree 2 4%

Strongly disagree 2 4%
 60%

52%
50%

40%

30%
24%

20%
16%

10%
4% 4%

0%
Strongly agree agree Neutral Disagree Strongly disagree

Analysis and Interpretation: From the above graph, analysis shows that out of 50 respondents
52% of respondent strongly agree that posting and promotion in social media it affects the
customer perception in fashion brand and 24% respondent agree that posting and promotion in
social media it affects costumer perception and 16% respondent are neutral and 4% of
respondent are disagree with these statement and 4 % respondent and strongly disagree that
posting and promotion in social media it affects the customer perception in fashion brand

From above charts shows that 52% of respondent strongly agree that posting and promotion
in social media it affects the customer perception in fashion posting the adds related to
fashion brand it create brand awareness as well as it affects the perception of costumer it may
be in purchase behavior of customer and creates interesting content and by promotion
meeting customer perception in apparel industry and by posts and promotion provide
information about fashion brand through social media.
 CHAPTER 4
FINDINGS, SUGGESTIONS AND CONCLUSION

4.1 FINDINGS
 50 respondents 40% from the age group of 20-25 and 30% from the age group
of 26-30and 30% from the age group of 31-35

 50 respondents 64% are male respondent and other 36% are from female
respondent
 , 56% of respondents are under graduate and 24% post graduate
 36% respondent are using fashion brand in social media but 64% are not
using fashion brand in social media.

 46% of respondent have noticed fashion brand but 54% have not noticed.

 44% of respondent follow fashion related blogs and 16% are not follow the
fashion blogs and 40% are follow fashion related blogs sometimes
Majority of respondent (44% influenced positively buy social media in apparel
industry.
.

 64% of respondent are follow fashion brand like ( (H&M, misguided, Adidas,
Topshop, acne studios or fashion designers, etc.)and remaining 36% of
respondent are not follow any fashion brand.
 54% of respondent are influenced by photography and models in fashion
brand through social media.
 52% of respondent strongly agree that posting and promotion in social media
it affects the customer perception in fashion brand.
 CONCLUSION
The above study significant that social media as gained popularity in India in relation to
promotion of apparel product in the coming years it is lightly to become a power full tool for
promotion there may be a total transformation in the mode of advertisement may be replaced
by social media.
 CHAPTER 5
RECOMMENDATIONS
 Youngsters should be encouraging to observe social media in more effective
manner.
 Companies should extensively follow social media for promotion.
 to popularize branding through social media fashion brand or companies can
offer discount and attractive incentives for customer who get influenced by
social media to promote the product.
 to know about latest fashion trends, observe social media sites
 attractive models Can be used in social media to prompt the product
 fallow fashion brand like Adidas Topshop and fashion designers and other
fashion brands to know about the different brand product
 more number of youngsters encourage to use fashion blogs
 LEARNING OUTCOMES
 From the above study I was able to understand the process of research. It helps
me to understand various different tools and technique in carrying out the
research project. It also helps me to understand how the social media create
brand awareness in fashion brand and I understood that a social media is
become power full tool for promotion there may be a total transformation in
the mode of advertisement in social media.
 Before this project now I was able to put the theoretical knowledge to practical
knowledge and use excel efficiently. And how to prepare a questionnaire and
survey.
 Gained complete knowledge about creating brand awareness in social media
 Increased confidence level in preparing a report.
 Helped in increasing my communication skill while interaction with the
respondent.
 Gained lot of responsibility while preparing a report.