A STUDY BASED ON CONSUMER

SATISFACTION ON USAGE OF CLASSMATE

PRODUCT

MINI PROJECT REPORT

Submitted by

ASHWINI.B
Register No: 721522631010

in partial fulfillment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

IN

NEHRU INSTITUTE OF INFORMATION TECHNOLOGY AND MANAGEMENT

DEPARTMENT OF MANAGEMENT STUDIES COIMBATORE
 JULY 2023

NEHRU INSTITUTE OF INFORMATION TECHNOLOGY AND MANAGEMENT

DEPARTMENT OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

Certified that this project report titled “A STUDY ON CONSUMER PREFERENCE

TOWARDS BRANDED AND NON BRANDED NOVELTY ITEMS TO

COIMBATORE” is the bonafide work of Mr. / Ms ASHWINI.B who carried out the research

under my supervision. Certified further, that to the best of my knowledge the work reported

herein does not form part of any other project report or dissertation on the basis of which a

degree or award was conferred on an earlier occasion on this or any other candidate.

-------------------- ----------------------------------
Project Guide Head of the Department
Mr. BALASUBRAMANIAN .A Dr. M. SATHISKUMAR
Assistant Professor Professor & HoD
Department of Management Studies Department of Management Studies
Nehru Institute of Information Technology Nehru Institute of Information Technology
and Management and Management

Submitted for the Project Viva-Voce examination held on

Internal Examiner External Examiner

DECLARATION
 I affirm that the project work titled “A STUDY ON CONSUMER PREFERENCE TOWARDS

BRANDED AND NON BRANDED NOVELTY ITEMS TO COIMBATORE ” being submitted in partial

fulfillment for the award of Master of Business Administration is the original work carried out by

me. It has not formed the part of any other project work submitted for award of any degree or diploma,

either in this or any other University.

Signature of the student

(ASHWINI.B)
Register No: 721522631010

I certify that the declaration made above by the candidate is true.

Signature of the Guide

(Mr. BALASUBRAMANIAN. A)
Assistant Professor

ACKNOWLEDGEMENT
A project of such a comprehensive finish cannot be completed without the help of numerous sources
and people throughout the long rugged path of success. We realize this fact and so, we are greatly
indebted to all of them and take this opportunity to thank them.

First and foremost let me sincerely thank almighty for the great opportunity and blessings that he has
showered up on me for the successful and timely completion of my Project. I wish to pledge and
reward my deep sense of gratitude for all those who have made this project come alive.

I would like to express my heart-felt gratitude to thank to the management and staff of Nehru
Institute of Information Technology and Management,Coimbatore, the Principal Dr. K.RAVI

KUMAR for permitting me to take up this project.

Now I great fully thank Dr. M. SATHIS KUMAR Head, Department of Management Studies, for the
active and patient support forwarded to me in respect of this project.

I am gratefully indebted to my internal 4faculty guide Mr. BALASUBRAMANIAN. A, Assistant

Professor, Department of Management Studies at Nehru Institute of Information Technology and
Management, for encouraging me and for his constant support throughout the course of the project
and helping me to complete it successfully.

I thank my parents and all other family members for their valuable and inseparable support in
completion of this project. Once again I take this opportunity to convey my sincere thanks to each and
every person who helped me directly and indirectly in the successful completion of this project.

(ASHWINI.B)

TABLE OF CONTENTS
 CHAPTER NO. TITLE PAGE NO.

ABSTRACT i

LIST OF TABLES ii

LIST OF FIGURES iii

1 INTRODUCTION 1

1.1 INDUSTRY PROFILE 5

1.2 OBJECTIVES OF THE STUDY 7

1.3LIMITATIONS OF THE STUDY 7

2 REVIEW OF LITERATURE 8

3 RESEARCH METHODOLOGY 14

4 DATA ANALYSIS AND INTERPRETATION 17

5 CONCLUSION 38

5.1 SUMMARY OF FINDINGS 39

5.2 SUGGESTIONS 40

5.3 CONCLUSION 41

APPENDIX 44

BIBLIOGRAPHY 42

ABSTRACT

Although brands can signal reputation and serve as proxies for trust, consumer preferences for
attributes may differ for branded and non-branded products. The authors of this paper test this
hypothesis using data from a particular experiment conducted with Italian jeans¡¯ consumers. The
 results indicate that consumers appear uncertain when there is an absence of a brand; non-brand-
oriented consumers ascribe greater importance to the attributes of a product, with emphasis on those that
relate to the product model (fit, comfort, design). Price is important for both types of consumers. Factor
and cluster analyses permit identification of elements for the positioning strategies of brand and non-
branded products. For marketing managers, it is important to know the consumer¡¯s perception of the
product¡¯s characteristics and, accordingly, adopt specific communication and positioning strategies.

LIST OF TABLES

TABLE TITLE PAGE

NO

4.1 The age of respondends 18

4.2 The gender of the employees 19

4.3 The customers towards branded apparel over non-branded apparel 20

4.4 The customers on different brands in the market 21

4.5 The factors look into while purchasing the apparel 22

4.6 The factors responsible for the dissatifacation over non-branded apparel 23

4.7 The factors responsible for choosing branded apparels 24

4.8 The customers of outlets from where they buy their clothes 25

4.9 The customers towards the brand they use 26

4.10 The ultimate decider for their purchasing 27

4.11 The satisfaction level for the brand they follow 28

4.12 The respondents have been purchasing from branded apparels 29

4.13 There is any branded apparel nearby in their locality 30

4.14 The advertisement campaign followed by the store to the customers opt for it 31

4.15 The respondents compare price and guality of apparels between branded and 32
nonbranded apparels
4.16 The effectiveness of Tv advertisement and other medias in increasing the customers 33
buying behaviour
4.17 The respondents prefer apparels over non-branded apparels 34

4.18 The services provided in the store affects their purchase 35

4.19 The brand which the respondents like the most 36

4.20 The range for which respondents prefer for branded apparels 37

LIST OF FIGURES

TABLE TITLE PAGE

NO

4.1 The age of respondends 18

4.2 The gender of the employees 19

4.3 The customers towards branded apparel over non-branded apparel 20

4.4 The customers on different brands in the market 21

4.5 The factors look into while purchasing the apparel 22

4.6 The factors responsible for the dissatifacation over non-branded apparel 23

4.7 The factors responsible for choosing branded apparels 24

4.8 The customers of outlets from where they buy their clothes 25

4.9 The customers towards the brand they use 26

4.10 The ultimate decider for their purchasing 27

4.11 The satisfaction level for the brand they follow 28

4.12 The respondents have been purchasing from branded apparels 29

4.13 There is any branded apparel nearby in their locality 30

4.14 The advertisement campaign followed by the store to the customers opt for it 31

4.15 The respondents compare price and guality of apparels between branded and 32
nonbranded apparels
4.16 The effectiveness of Tv advertisement and other medias in increasing the customers 33
buying behaviour
4.17 The respondents prefer apparels over non-branded apparels 34

4.18 The services provided in the store affects their purchase 35

4.19 The brand which the respondents like the most 36

4.20 The range for which respondents prefer for branded apparels 37