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INTRODUCTION

1. BRAND
Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: Customers, Staff, Partnersand Investors etc. Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as thebrand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the companies providing them. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called brand orientation. Careful brand management seeks to make the product or services relevant to the target audience. Brands should be seen as more than the difference between the actual cost of a product and its selling price - they represent the sum of all valuable qualities of a product to the consumer. There are many intangibles involved in business, intangibles left wholly from the income statement and balance sheet which determine how a business is perceived. The learned skill of a knowledge worker, the type of mental working, the type of stitch: all may be without an 'accounting cost' but for those who truly know the

product, for it is these people the company should wish to find and keep, the difference is incomparable. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for go.com. Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.

1.1. Brand awareness

Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller). Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it. 'Brand love', or love of a brand, is an emerging term encompassing the perceived value of the brand image. Brand love levels are measured through social media posts about a

brand, or tweets on sites such as Twitter. Becoming a Facebook fan of a particular brand is also a measurement of the level of 'brand love'.

1.2. Brand promise

The marketer and owner of the brand has a vision of what the brand must be and do for the consumers. Brand promise is what a particular brand stands for (and has stood for in the past). It has its roots from the identity that it gains over a period of time. Usually, brand promise is an attribute common to 'Parent' brands. Herein, the brand may broadly stand for Quality, Performance, Trust, or False promises. However, the extensions, or the brands under the parent brand umbrella, may stand individually for a particular trait which it has delivered over the years, for example, 'the best sparkling teeth', or 'the trusted bank to bank with for centuries', etc.

1.3. TYPES OF BRANDS

1.3.1 Concept brand A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. 1.3.2 Commodity brand A commodity brand is a brand associated with a commodity. Got milk? is an example of a commodity brand. 1.3.3 Local brand A brand that is sold and marketed (distributed and promoted) in a relatively small and restricted geographical area. A local brand is a brand that can be found in only one country or region. It may be called a regional brand if the area encompasses more than one metropolitan market. It may also be a brand that is developed for a specific national market; however an interesting thing about local brand is that the local branding is more

often done by consumers than by the producers. Examples of local brands in India are Raymonds, Color plus etc. 1.3.4 Global brand A global brand is one which is perceived to reflect the same set of values around the world. Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures. They are brands sold in international markets. Examples of global brands include Tommy Hilfiger, FCUK, Sisley, Gap, Apple. These brands are used to sell the same product across multiple markets and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers.

1.4 Benefits of global branding

In addition to taking advantage of the outstanding growth opportunities, the following drives the increasing interest in taking brands global:
     

Economies of scale (production and distribution) Lower marketing costs Laying the groundwork for future extensions worldwide Maintaining consistent brand imagery Quicker identification and integration of innovations (discovered worldwide) Preempting international competitors from entering domestic markets or locking you out of other geographic markets

Increasing international media reach (especially with the explosion of the Internet) is an enabler

Increases in international business and tourism are also enablers

1.5 Global brand variables

The following elements may differ from country to country:
y y y y y y

Corporate slogan Products and services Product names Product features Positioning Marketing mixes (including pricing, distribution, media and advertising execution)

These differences will depend upon:

y y y y y y y y

Language differences Different styles of communication Other cultural differences Differences in category and brand development Different consumption patterns Different competitive sets and marketplace conditions Different legal and regulatory environments Different national approaches to marketing (media, pricing, distribution, etc.)

1.6 Brand Salience

Brand salience measures the awareness of the brand. Towhat extent is the brandtop-ofmind and easily recalled or recognized? What types of cues or reminders arenecessary?"

1.7 How do customers remember?

The tendency of a brand to be thought of in a buying situation is known as brand salience. Brand salience is thepropensity for a brand to be noticed and thought of in buying situations and the higher the brand salience the higher itsmarket penetration and therefore

its market share.Salience refers not to what customers think about brands but towhichones they think about. Brandswitch come to mind on an unaided basis are likely to be the brands in a customers consideration set and thus have a higher probability of being purchased.Advertisingweight and brand salience are cues to customers indicatingwhichbrands are popular, and customers have a tendency to buy popular brands. Also, anincrease in the salience of one brand can actually inhibit recall of other brands,including brands that otherwisewould be candidates for purchase. It iswidely acknowledged that buyers do not see their brand as being any differentfrom other brands that are available. They buy a particular brand because they aremore aware of it, not because it is more distinctive, or has a point of difference. Wenow know that all decisions made by humans involve memory processes to a greateror lesser extent. Incoming information from the external environment travels by thesensory memory into the short-term (orworking) memory (STM) but if it is not acted upon in a very short time the brain simply discards it. But the information that is important and received on a regular basis through different channels is passed to the long term memory(LTM) where it can be stored for many years. Memories are stored or filed via connections between new and existing memories in the different parts of the memory. They are laid down in a framework making memories easier to access than others. Recall is the process by which an individual reconstructs the stimulus itself from memory, removed from the physicalitys of that reality.

1.8. Brand switching

It is a consumer decision to purchase a product brand different from that previously purchased or usually purchased. Brand switching can be instigated by the price promotions, in-store displays, superior availability, perceived improvements or innovations in competitive brands, desire for novelty, number of available brands, perceived risk, changes in quality or level of satisfaction with the most recent purchase. Brand switching is most common with products that have no great perceived variation in quality across brands such as bottled water,paper towels or dairy products.

1.9Brand switching matrix

A two way table that indicates which brands a sample of people purchases in one period and which brands they purchased in a subsequent period, thus highlighting the switches occurring among and between brands as well as the number of persons who purchased the same brand in both periods. The Markov Process analysis is used to understand the market moves and customer brand switching that leads to loosing for one and gain for the other player of their prospective customers. y BRAND DUPLICATION ANALAYSIS

DUPLICATION ANALAYSIS This approach updates buyer of a particular brand over a total year.It then quantifies the proportion of them who buy other brands GAIN AND LOSS ANALAYSIS This analysis identifies the source of change in a brands share, volume or value over two identical periods. The four possible sources of a brands volume change are:NEW CATEGORY BUYERS ADDED TO REPERTOIRE INCREASED PURCHASING SWITCHING The most important source of volume is usually the switching component which consists of the volume directly stolen by or lost to the other brands.

1.10BRAND SWITCHING ANALYSIS

A simple indicator of consumer satisfaction in a competitive market is the buyers repeat purchase rate over time. Brand switching analysis is also useful to forecast the brand dynamic evolution. This approach is based on the analysis of purchase sequences. Consider the market share development of brands A, B and C shown in Figure 1(a):

Figure 1(a)

The stability of brand A's market share can be interpreted in two very different ways: A fixed number of consumers buy the same quantity of brand A at regular intervals. The number of consumers dropping brand A is equal to the number of consumers adopting brand A; entry rate than compensates exit rate exactly.

On the basis of aggregate market data, it is not possible to decide which the true state is. Similarly, one could give the following explanations for brand Bs growth: Brand B has a fixed number of loyal buyers to whom new buyers are added at a regular pace, Entry rate is higher than exit rate, The number of brand B's buyers remains unchanged, but some of them are purchasing an increased quantity per buying occasion. Here again, the available information does not permit us to discriminate between these possible explanations. To keep the analysis simple, let us limit ourselves to a market composed of two competing brands. As shown in Figure 1(b) each particular purchasing act, viewed in a dynamic perspective, can be described in terms of three origins and three destinations.

Figure 1(b) For each brand, we can thus define a loyalty rate and an attraction rate as follows:

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 The loyalty rate is the percentage of buyers who, having purchased brand A in the previous period (t-1), continue to buy brand A in the current period (t). The attraction rate is the percentage of buyers who, having purchased a competing brand in period t-1, purchase brand A in period t.

1.11 MARKETING MIX

It is used to analyze the contribution of all marketing factors for your brand performance to help to optimize your marketing activities

 UNDERSTANDING PRODUCT POSITIONING  UNDERSTANDING PRICING  UNDERSTANDING PROMOTIONS  UNDERSTANDING PLACEMENT

RANGING y Understand what the shopper is looking for in your category in order to work out what needs your range has to meet y Build up a portfolio of schuss starting with the absolute essentials, then adding to drive increment sales. y Identify schuss in your range which are not adding anything to your brand and could be rationalized.

1.12 Readymade Garments Market

After growing at a scorching 20-25 per cent in the years following liberalization in 1991,the readymade garments industry saw a wearing down in the last couple of years, with growth rates dwindling to about 12 percent. The 16 percent excise duty on

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readymade garments (subsequently reduced to 12 percent),visible signs of recession and weak consumer sentiment contributed to robbing a booming industry of its luster. The year 2002 was again not a great one for the industry, with poor Diwali/ Christmas season off takes. However, with recession showing signs of abating and the stock market on an upswing, consumer sentiments- The final arbiter of the success of the industry- are likely to be back on track and there by ensure that the industry post a great rate of about the 15 percent this year- Still a far a cry from the heavy days of the 1990s . Industrial Characteristics: World over, the readymade garments industry is characterized by fragmentation. The scan in India too is not any different. Though concrete data on the size of the industry is hard to come by, the industry sources reckon the mens readymade garments market at around Rs. 5,000 crore; The womens western- wear market at Rs. 150-200 crore; and that for children around for Rs 450 crore. Leading brands that Jostle for consumer mind space include Van Heusen, Louis Philippe, San Frisco, Peter England, Allen Solly and Byford (of Madura Garments, a division of Indian Rayon); Arrow, Lee and so on (of Arvind); Raymond, with its offering of Park Avenue, Parx and the recently acquired color plus; Indigo Nation and scullers, owned by Indus league; Wills lifestyle, promoted by ITC; Zodiac; and a slew of other brands that have a presence either nationally or a particular region. Womens wear is an emerging market with the major focusing on western wear. Among the leading brands, Scullers and Allen Solly have offering in this market. In the kids wear category, the unorganized players have a fair share of the market. The major names in the organized segment of this market are Lee Kids from the Arvind stable and the Weekender kids of Personality Ltd. , which also owns the Weekender brand. Brand are also classified as premium/ super premium, mid-level and mass market, depending on the price point at which they are positioned.

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Typically, Louis Philippe, Van Heusen, Zodiac and Arrow would be a part of the premium/ super premium segment in the formal wear category ; and Peter England, Parx and San Frisco would be a Notch lower, as they compete at lower price point. Brand with the best Clearly, within the organized segment, it is brands that ultimately hold sway over the customer. With a plethora of choices available to the customer, companies are all the more keen to a establish points of differentiation that would set their brands apart. Among the lower level brands, it would not be incorrect to say that commoditization is gradually setting in. With shirts available in simple, solid shades- and not much of a difference in the quality of the fabric- these brands acquire an air of sameness in the eyes of consumer. However as one scales up the price chain, differentiation kicks in in the form of quality of the fabric used, the kind of fit the garment provides or the sheer emphasis on the design of the garment itself. At price point in excess of Rs 1500 the Indian consumer has access to a garment that is truly international in styling, yet priced lower than its comparable international counterpart. Consolidation Trend With a surfeit of players staking a claim to a share of Consumers wallet, the industry has also seen brands being taken over by companies intending to offer a comprehensive range of garments to the consumer, straddling multiple price points. Indian Rayon took over the brands of Madura Coats in India a few years back, while Raymond stitched a deal with Color Plus. Likewise, Bombay Dyeing and Proline entered into a strategic agreement. As takeover provides the advantages of an established brand and an existing distribution network straightaway, companies looking at strengthening their position in the market would continue to look at takeover to acquire brands that have a complementary fit with their existing offerings and to drive topline growth.

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Opportunities and challenges The biggest fillip to the industry would be provided by the growth of organized retailing. As more shopping malls open, adding thereby a few lakh square feet of retail space, garment manufacturers will have many more options to peddle their merchandise. This phenomenon cannot, however,looked at in isolation needs to e examined in the perspective of retail outlets also promoting their in-store brands. As more consumers realize the convenience of readymade garments, it will only serve to hasten the transition from tailored clothing. Unlike in the West, where tailoring is a more expensive alternative to readymade clothing and makes a fashion statement, it is more preferred in India, especially for those who look at it as a lower priced option vis--vis ranked ready to wear. The price differential between tailored clothing and readymade is partly because of the excise duty on the latter. The industry would naturally like to see a reduction from the current level.as it would take readymade more affordable. Another Challenge confronting Indian garment manufacturers is the need to devise strategies once the quota on garment exports is abolished in 2005.With garments accounting for nearly 50 percent of overall textile exports, the threat from lower-cost producing nations is real. To counter the potential loss of revenue, Indian garment exporters are gearing up to launch readymade in the domestic market. Conversely, there is also the likelihood of a wide variety of fabric coming into the country, providing he exporters opportunity to be creative with their design. Womens western wear is another segment that is likely to see action. With increasing urbanization, the demand for such clothing is likely to rise significantly. Both opportunities as well as challenges abound for players in the readymade garments business. Substantial investments made in brand building and in establishing customer niches will ensure that they further build on the gains they have made.

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At the same time, brand strategies will have their plate full when it comes to entering territories such as womens or kids wear, or taking advantage of emerging retail opportunities will ensure that the garments industry is clothed in success.

Reasons behind brand switching

 Customers find it uncomfortable if product quality starts falling.  Unavailability of product brand and variant which they have demanded for.  Customer often switches to other brands if he gets variety and uniqueness in other brands.  Price escalation or hike also leads to brand switching that can be because of availability of other brands at competitive prices or his purchasing power not allow him to pay beyond a limit.  Low research and development which not provide improvisation in product quality and standards.  Inconsistent brand positioning of the product and brand.  Customer did not possess the desire satisfaction level whish lures his attention towards alternatives available in the market.

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REVIEW OF LITERATURE

The International organization for Standardization (ISO) (1977), concluded that study was initiated to investigate the relationship between consumers preferences for size description system and various characteristic. The following questions were investigated: (a) Do consumer preference ratings differ among the various size description systems? (b) Do consumer ratings of various size description systems vary by gender and age? (c) Are consumer preferences for various size description systems related to garment type?

Singh KS(1985) studied the some major garment manufacturers retailing in india, commissioned anthropometrics studies before launching their respective brands in the domestic market. These surveys were often conducted by marketing organizations that arguably had no expertise in the area of anthropometry and thus the data obtained was often found to be unreliable. Besides, the companies have held on to the results very closely perhaps as a trade secret, and again no information is available aout the results or the analysis conducted as mentioned above, the analysis was restricted to calculation of simple arithmetic means, percentages and percentiles.

Summers and Belleau(1985) studied that the aim of this study is to determine, using the theory of Reasoned Action(TRA), affluent female consumers purchase intention of a controversial luxury product, apparel made with American alligator leather. Finding- A total of 430 usable surveys were returned for a 36 percentage response rate. The general linear model regression analysis revealed that attribute toward performing the behaviour, subjective norm, controversy perception(social acceptance), and fashion involvement were significant predictors of purchase intention.

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Pray LaBat(1987) have asserted that methods to describe garments size should be developed (Delk and Cassill 1989; French 1975; Mondoform the new Ideal 1991). LaBat (1987) found subjects wanted a more convenient size description system that would let them select a garment size according to their body measurements.

Wright and Francis(1987) found a large proportion of their subjects were willing to accept fewer styling options and to spend more time and money to get more sizzling options in sleeve length, torso length , and bust circumference. In spite of the recommendation for ananthropometric size description system and potential benefits of such a system, few studies have focused on its development.

Wright and Francis (1988) surveys that most size labels attached to garments did not efficiently assist consumers to find garments that fit .Delk and Cassel suggested establishing a new sizing system that gives the consumer some anthropometric information. In other words, they advocated devising a new size description system that would identify garment size according to body measurements that manufacturers or designers intends to fit.

Anand(2000) had stated consumers in many markets face a growing variety of products grouped under different umbrella brands, and can access vast amounts of information about these products. This may result in increasing product-level competition between firms. However, some observers argue that the increase in the availability of products and information can cause clutter and confusion, and that brands play a useful role as short hands that convey information about the underlying products. This effect works to reduce product-level competition and increase the relative importance of brands.

In this, they estimate the informedness of consumers about product attributes, and study the consequences of "information complexity" for brand loyalty. We study a discrete product choice model where consumers may not have full information about product

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attributes.

A consumer's

loyalty

to

a brand then

stems

from one

of

four

reasons: switching costs (or, state dependence); homogeneity in offerings of products by different brands; unobserved tastes or emotional attachment to a brand; and, incomplete information about product attributes. The model has several testable implications. First, individuals' choices over a product should be a function of the attributes of the other products of the same brand. Second, the influence of brand image should be lower for more informed individuals. Third, it should be greater as the clarity of the brand image increases. Using data on television viewing choices, we find support for each of these implications. We also find that the effect of brand images on product choices is stronger than the effect of products' attributes. Finally, we demonstrate that in this market, the lack of information contributes to observed brand.

FUDENBERG AND TIROLE (RAND Journal of Economics, Vol. 31, No. 4, 2000) had stated firms sometimes try to "poach" the customers of their competitors by offering them inducements to switch. We analyze duopoly poaching under both short-term and long-term contracts assuming either that each consumer's brand preferences are fixed over time or that preference are independent over time. With fixed preferences, shortterm contracts lead topoaching and socially inefficient switching. The equilibrium with long-term contracts has less switching than when only short-term contracts are feasible, and it involves the sale of both short-term and long-term contracts. With independent preferences, short-term contracts are efficient, but long-term contracts lead to inefficiently little switching.

SLOOT AND VERHOFF(2001) Retailers have begun considering which brands they can delist without reducing customer satisfaction, losing category sales, or increasing store switching behavior. Although several studies have considered assortment reductions, none has explicitly investigated the impact of total brand delisting. Therefore, the authors study the impact of brand delisting on assortment evaluations and store switching and complaining intentions. They execute both a controlled experiment

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and a survey and find that brand delisting mainly has negative consequences when the delisted brands have high equity, assortment size is limited, the assortment consists of a low proportion of high-equity brands, and the brand delisting take place in categories with high hedonic levels. The authors discuss the theoretical and managerial implications of these findings.

Sharma (2005)Had stated about

whether local brands can survive the onslaught

of global brands or not. Indian market is flooded with a variety of foreign goods, and in this scenario, Indian brands are fighting back for survival. But is it possible for each and every local brand to survive the onslaught? This is the major challenge marketers face today. Brands can do survive by delivering a value advantage over the new brands. This deal with few Indian brands that have been groomed on our soil and can take on the world. These are domestic icons that can evoke a feeling of pride in marketers and have enough relevance and charisma to be able to hold the attention of the consumers. Consumers ultimately reach out for them in stores laden with foreign goods. Managing brands is a tricky affair that calls for vigour at one end of the spectrum and maturity of purpose at the other. This paper talks about few home-grown well managed Indian brands which arouse the unconscious feelings of passion, loyalty and enthusiasm, that have stood the test of time and consumer taste and have successfully competed with the world's best.

Institute for German Economy (2005) surveyed that the young generation in Germany spends more than 200 million Euros per months, not the least of it on clothing. What makes these young people including those living in his Rheine-Main region consciously single out certain stores or boutiques is their keen awareness of labels. To be trendy is very important to many youngsters; and trends are subject to frequent changes. The clothes, this Los Angeles based company is offering to men, women and children most certainly do not adhere to the last word in fashion.

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Lucy(2006) studies that women across America are ditching their jeans and frumpy sweats for stylish, on-the-go apparel. With figure-flattering designs and high-tech, easyto-care-for fabrics, women are choosing active wear as their number one apparel choice that can transition from working out to running errands seamlessly, leaving extra time for the important things in life. The survey polled a sample of 626 women from the age of 18-50 in the U.S. in early july 2006. Respondents reported the latest trends in active wear are making it easier than ever for women to be stylish and comfortable no matter where they wear it.

Kenya Association of Manufacturers surveyed that apparel design should have thorough products knowledge, analytical thinking ability and clear understanding of the market to which they are catering . A career in this field can be a glamorous one revolving around fashion houses and garment shows. JUN (2008) had stated had proposed a brand-level forecasting model that incorporates both first purchase diffusion and the replacement component in sales. The model consists of a two-stage procedure in which customers are presented with purchase occasions according to a diffusion process or replacement process, and at each occasion, they make the decision to purchase and choose a brand according to a choice model. By incorporating marketing mix variables in the choice model, the model can identify the impact of competitive marketing mix activities on customers' purchase incidence decisions and brand choice decisions. This approach enables us to understand the overall process of customers' buying behavior and to identify sales to first-time

buyers, brand loyal customers, and brand switching customers separately from the total sales amount. With this model, companies can develop their production and marketing plans based on a richer understanding of customers' behavior and select the target customer group based on their customer mix information. Our application of the proposed model to the Korean mobile terminal market showed reasonable fit and forecasting performance.

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WALTER and FISCHER (2010) had statedthe term global brand has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the Best Global Brands (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they are familiar with from their home country. Although media and consumers call these brands global and centralized marketing departments manage

these brands globally are these global brands really global? Are they really perceived everywhere in the same way by the customers? Can we talk about truly global brand equity? And if there were brand image differences between countries, which factors causesthem? The authors conducted an empirical research during May and June 2009 with similarly aged University students (bachelor students at business school) in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and Mexicans, if the brand image of Apple iPod is perceived in the same way in Germany and in Mexico and what influencing factors might have an impact on any brand image discrepancy between the countries. Results prove that brand recall rates differ between the two countries (with higher rates in Mexico) as well as brand image attributes vary significantly (28 out of 34 brand image attributes are significantly different between Germany and Mexico), with Mexico showing higher levels of favorable brand image attributes. Key influencing factors on the different brand image perceptions are perceived quality, satisfaction and the influence of reference groups (such as friends and family). The results suggest that so-called global brands are not perceived the same way in Germany and Mexico. As a consequence, brand management using standardized marketing instruments for its presumable global brands might be better off with a more differentiated approach that takes account a specific local brand image.

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In the end to conclude Consumers face a variety of products in the form of various brands. This has resulted in product level competition among the firms. Brands can survive only if they are delivering value advantage as compared to their competitors. Brand recalls differ from country to country. Brands play a useful role as short hands that convey information about the underlying product. The effect of brand images on product choices is stronger than the effect of products attributes.

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3.1

NEED OF THE STUDY

The research has been carried out to explore the impact of global brands on brand switching. There arises the need to carry out research in this direction so that we can study consumers perception towards global brands. The need of the study is to understand the customers buying behaviour and brand switching customers separately. It is also important to know the customer satisfaction level on various parameters like quality, price, design etc.

3.2SCOPE OF THE STUDY

This study is conducted for one time only. The survey in the study is limited to global brand users of Jalandhar.

3.3

OBJECTIVES OF THE STUDY

The primary objective of the study is to know the impact of global brands on brand switching in context to garments.

Secondary objectives of the study are as follows:-

1) To study the awareness level of customers regarding global brands. 2) To examine the factors affecting consumers choice for global brands. 3) To find out the most preferred brands in the market. 4) To find out the reasons for brand switching by the existing customers. 5) To analyse the sources of brand awareness

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BASIC INTRODUCTION TO RESEARCH

Research in common language refers to a search for knowledge. It is a scientific and systematic search for relevant information on a specific topic. According to CLIFFORD WOODY research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; naking deductions and reaching conclusions and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. Research methodology is a way to systematically solve the research problem. it may be understood as a science of studying how research is done scientifically. In this the various steps adopted by a researcher in studying his research problem along with the logic behind them are studied.

4.1RESEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. The research design of the present study is descriptive. It portrays the characteristics of a particular individual, situation or a group accurately. Research design is needed because it facilitates the smooth sailing of the various research operations , thereby making research as efficient as possible yielding maximum information with minimal expenditure of effort , time and money. There are two types of research design: Descriptive research Conclusion research For this study descriptive type of research design is used

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4.2 SAMPLING DESIGN

A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample. 4.2.1 UNIVERSE All the items under consideration in any field of study constitute a universe or population. This study constitute all the global brand users in Jalandhar city . 4.2.2 SAMPLE SIZE The Sample size is the number of items under consideration , in this case it can be up to 100. 4.2.3 SAMPLING TECHNIQUES The present study uses a convenience or non-probability sampling technique. When population elements are selected for inclusion in the sample based on the ease of access, it is known as convenient sampling.

4.3 DATA COLLECTION AND ANALYSIS

There are two types of data sources. These are; y y PRIMARY DATA SECONDARY DATA

4.3.1 SECONDARY DATA Secondary data means data that are already available i.e they refer to the data which have already been collected and analyzed by someone else. Secondary data may be either

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published or unpublished data. Various sources used for collecting secondary data in the study are as follows:-

1) Newspapers 2) Magazines 3) Research papers 4) Journals

PRIMARY DATA Primary data means the data which is collected fresh and for the first time. Primary data is original in character. In descriptive researches, the primary data is collected through questionnaires. This method of data collection is quite popular. In this method a questionnaire is sent to the persons concerned with a request to answer the questions and return the questionnaire.

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ANALYSIS AND DATA INTERPRETATION

5.1 DATA ANASLYSIS Data analysis is a technique of examining raw data with a purpose of drawing conclusion from that information.It focuses solely on data to find conclusion.

5.2 DATA INTERPRETATION Data interpretation is extraction of maximum information from a given set of information. The data can be represented either in the form of tables , pie charts , or line graphs or a combination of all these.

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BRAND CONSCIOUS CUSTOMERS

brand conscious customers Cumulative Frequency Valid always rarely sometimes mostly Total 31 8 41 20 100 Percent 31.0 8.0 41.0 20.0 100.0 Valid Percent 31.0 8.0 41.0 20.0 100.0 Percent 31.0 39.0 80.0 100.0

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BRAND MEANING TO CUSTOMERS

brand meaning to customers Cumulative Frequency Valid assured quality unique product costlier stuff after sales service Total 64 33 2 1 100 Percent 64.0 33.0 2.0 1.0 100.0 Valid Percent 64.0 33.0 2.0 1.0 100.0 Percent 64.0 97.0 99.0 100.0

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GLOBAL BRAND USERS

global brand users Cumulative Frequency Valid global brand foreign brand local brand Total 74 21 5 100 Percent 74.0 21.0 5.0 100.0 Valid Percent 74.0 21.0 5.0 100.0 Percent 74.0 95.0 100.0

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SOURCES OF AWARENESS AMONG CUSTOMERS

sources of awareness among customers Cumulative Frequency Valid hoardings magazines internet newspaper t.v friends/relatives Total 20 26 21 8 16 9 100 Percent 20.0 26.0 21.0 8.0 16.0 9.0 100.0 Valid Percent 20.0 26.0 21.0 8.0 16.0 9.0 100.0 Percent 20.0 46.0 67.0 75.0 91.0 100.0

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SWITICHING AMONG BRAND USERS

switching among brand users Cumulative Frequency Valid slowly moderately rapidly Total 38 47 15 100 Percent 38.0 47.0 15.0 100.0 Valid Percent 38.0 47.0 15.0 100.0 Percent 38.0 85.0 100.0

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FACTORS AFFECTING BRAND SWITCHING

factors affecting brand switching Cumulative Frequency Valid sales promotion techniques celebrity reputation price of the product design quality of the product after sales service Total 18 10 19 8 24 20 1 100 Percent 18.0 10.0 19.0 8.0 24.0 20.0 1.0 100.0 Valid Percent 18.0 10.0 19.0 8.0 24.0 20.0 1.0 100.0 Percent 18.0 28.0 47.0 55.0 79.0 99.0 100.0

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SUGGEST OTHERS TO USE GLOBAL BRANDS

suggest others to use global brands Cumulative Frequency Valid definitely probably not probably Total 54 8 38 100 Percent 54.0 8.0 38.0 100.0 Valid Percent 54.0 8.0 38.0 100.0 Percent 54.0 62.0 100.0

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Factors affecting brand switching according to customers

Instruments Low price Durability Quality Variety seeking behaviour Design/style Prior satisfaction Availability Brand ambassador To differentiate yourself Total

Frequency 100 200 300 400 500 600 700 800 900 4500

Percentage (%) 2.23 4.45 6.67 8.89 11.12 13.34 15.56 17.78 20.00 100

Frequency
1 2 3 4 5 6 7 8 9

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Satisfaction level of factors among customers

Instruments Reasonable price Quality Design/style Brand image Feel and finish Advertising appeal Changing trends Variety Total

Frequency 100 200 300 400 500 600 700 800 3600

Percentage (%) 2.78 5.56 8.34 11.12 13.89 16.67 19.45 22.23 100

1 2 3 4 5 6 7 8

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FINDINGS OF THE STUDY

y y y y y y y It is observed that 31% of the consumers are always aware of the rand. It is observed that 64% of the users prefer quality in global brands. It is observed that 20% of the people are aware through magazines. It is observed that 74% of the people prefer global brands. It is observed that 24% of the users switch brand due to design. It is found that 54% of the consumers suggest others to use global brands. It is observed that 95% of the people feel that advertisement play an important role.

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CONCLUSION

It is widely acknowledged that buyers do not see their brand as being any different from other brands that are available. Brand switch come to mind on an unaided basis are likely to be the brands in a customers consideration set and thus have a higher probability of being purchased. The global brand variables which differ from country to country are corporate slogans, product and services, product names, product features and positioning and marketing mix which includes pricing, distribution, media and advertisement execution. Thus, the intent of this study is to provide insights of the needs of two groups ofcustomers, repeat buyers and brand switchers, in order to help corporations developappropriate marketing strategies. It is also useful to segment the market based on brand loyalty and to understand theneeds ofloyal customers and potential brand switchers, aswell as their attitudetowards key brand attributes. Based on such findings, corporations can findways toincrease their market share by fulfilling the needs of repeat buyers. In addition,corporations can convert brand switchers into loyal customers by focusing on certainkey factors.

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RECOMMENDATIONS
y They can show more importance towards the loyal customers by giving them special discounts during purchase of garments and also during festival seasons. y y y More focus on advertisement and media is necessary. The value has to exceed expectations so that consumers ignore price. there are so many more ways to retain customers with great products, awareness, mentions, customer service. y y The manufacturers should provide more varieties to the customers. celebrity endorsement can prove a beneficial tool for avoiding brand switching,

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REFERENCES
y http:www.placebrands.net%2F_files%2FGeneral_Strategies_for_Global_Brands. pdf&h=076a9 y http://www.scribd.com/doc/48965162/leading-factors-contributing-to-brandswitching-in-apparel y y y http://www.scribd.com/doc/37635441/Global-Brand-Strategy http://findarticles.com/p/articles/mi_m0FNP/is_19_42/ai_109026018/ http://www.scribd.com/doc/21930077/Critical-Analysis-of-Consumer-BrandPreference-for-Apparel-Accessories y http://www.pentaxforums.com/forums/general-photography/31757-time-switchbrands-6.html y y y y y http://blog.iseesystems.com/modeling-tips/array-methods-4/ http://www.wisegeek.com/what-is-brand-switching.htm http://www.oppapers.com/essays/Brand-Switching/256156 http://www.emeraldinsight.com/journals.htm?articleid=1806062&show=html http://www.scribd.com/doc/30221337/Study-on-brand-switching-in-consumerproducts y http://dspace.iimk.ac.in/bitstream/2259/462/1/RM64-04-04.1.pdf

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Questionnaire
We, JaspreetKaur, RupaliVerma and KirandeepKaur, are conducting a research on Impact of global brands on brand switching (A study of Garments). We hereby need your help to gather information about our topic of study. It will take few minutes of your precious time. We assure that the information provided will be kept secret.

Q.1 Are you brand conscious? Always Sometimes Q2. What does a brand mean to you? (a) Assured quality [ ] (c) Costlier stuff [ ] (b) unique product [ ] (d) after sales service [ ] Never Mostly

Q.3Which type of brand you are using at present? (a) Global Brand [ ] (b) Foreign Brand [ ] (c) Local Brand [ ] Q.4 Tick the brands you are aware of:(a) Levis [ ] (c)Tommy Hilfiger [ ] (e)Lacoste [ ](f) Pepe jeans [ ] (g) Sisley [ ] (h) Specify (if any) __________ Q.5What are the various sources of awareness? (b) UCB [ ] (d) FCUK [ ]

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(a) Hoardings [ ] (c) Internet [ ] (e) T.V. [ ] (g) Specify (if any) __________ Q6. How often you switch between brands? (a) Slowly [ ] (c) Rapidly [ ]

(b) Magazines [ ] (d) Newspaper [ ] (f) Friends/ Relatives [ ]

(b) Moderately [ ] d) Dont Switch [ ]

Q.7.According to you, what affects brand switching? (a) Sales promotions techniques [ ] (b) (c) Reputation [ ] (e) Design [ ] (g) Unavailability of the product[ ] Q.8.Do you think advertising play an important role? (a) Yes [ ] (b) No [ ] Celebrity [ ] (d) (f) (h) Price of the product [ ] Quality of the product [ ] After sales services [ ]

Q9.Please rank the factors that affect brand switching according to your preference on the scale of 1 to 9. (Where 1 is the major cause and 9 is the minor cause) (a) Low Price (c) Quality (b) Durability (d) Variety seeking behavior

(e) Design/ Style(f) Prior satisfaction (g) Availability (i) To differentiate yourself (h) Brand ambassador

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Q10.Please rate the satisfaction level of the following factors before you buy branded clothes? Factors Strongly Agree Reasonable price Quality Design/Style Brand Image Feel & Finish Advertising appeal Changing trends Variety Agree Neutral Disagree Strongly Disagree

Q11 .Do you want to suggest others to use global brands? (a)Definitely [ ] (c) Probably Not [ ] (b) Definitely not [ ] (d) Probably [ ]

Q12.You prefer global brands over local brands because .

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Demographic Profile
Name Age >15 yrs [ ] 36-45yrs [ ] GenderMale [ ] Educational Qualifications 10th[ ] Graduate [ ] Phone No. .. 12th [ ] Postgraduate [ ] 15-25yrs [ ] 46-55yrs [ ] Female [ ] 26-35yrs [ ] above 55yrs [ ] ..

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