CUSTOMERS PREFERENCE OF BRANDED MEN DRESSES IN CHENNAI SILKS G.VIGNESH 1 S.SARUMATHI 2 1 Research Guide & Head- International Business Department, NGM College, Pollachi 2 Research Student, II MIB, NGM College, Pollachi ABSTRACT The Indian apparel industry has a vast existence in the economic life of the country and it plays a critical role in the economic development with its contribution to industrial output, export earnings and the generation of employment. Indian male becoming more conscious on dress and so there is more consumption which has increased world -wide demand for men s dresses. The present study seeks to examine the attitude of preference of customers towards branded men dresses in Chennai silks, Coimbatore. The prospects of Readymade branded men dresses in Chennai silks and the most preferred branded men dresses of Chennai silks were analyzed with the help of questionnaire. The survey was conducted on the basis of convenient sampling method. INTRODUCTION The Indian apparel industry has a vast existence in the economic life of the country. It plays a critical role in the economic development of the country with its contribution to industrial output, export earnings of the country and the generation of employment. The Indian apparel industry has seen remarkable changes in the past few years and it is also one of the India's largest foreign exchange earners. The growth would primarily be driven by the surge in demand for readymade apparels in rural areas, rising income levels and youth population and increasing preference for branded apparels. The domestic apparel industry constitutes of four segments men s wear, women s wear, Kid s wear and uniforms. Menswear is the largest segment whereas uniforms and women s wear are the fastest growing segments. Apparel manufacturing is the least capital intensive section of the textile value chain and is therefore characterized by low entry barriers. The worldwide apparel industry is one of the most important sectors of the economy with regard to investment, revenue, trade and employment generation all over the world. The apparel industry in India has substantially diversified on the basis of fashion, climate, region, culture and fiscal factors. PROFILE OF CHENNAI SILKS The Chennai Silks, uphold the visionary values of founder Shri. A. Kulandaivel Mudaliar. Though he started with modest beginnings, he envisioned a grand future, one that would transcend time for generations to come. It was his vision that revolutionised a humble weaving unit into what is today, a conglomerate with diverse business interests. His extraordinary spirit continues to inspire to scale new heights of success in all endeavours. The largest textile kingdom in Tamil Nadu, The Chennai Silks (TCS) has proven to be a shopper's delight for generations of families. It has a widespread reach with sprawling showrooms in Chennai, Coimbatore, Tirupur, Erode, Trichy, Karur, Ernakulam and Tirunelveli. The Chennai Silks continues its endeavours to reach out to customers, beyond barries and boundaries. 149 editor.researchscripts@gmail.com

Vision At The Chennai Silks, it is unique value system that has made them what they are today. An ethical approach to business ensures integrity in all their dealings, making them synonymous with reliability and trustworthiness. Their core focus has always been to make sure that each person connected with them are vendor, employee of customer. BRANDED MEN DRESSES IN CHENNAI SILKS SHIRTS T-SHIRTS PANTS TROUSERS VESTS & BRIEFS Vitomine Prostatic Radian Zf Camps vink Lulus festin Allen solly Graze Yantai Louis phillipe Permapress Rich craft Dennis Morton Solly sport Allen solly Louis phillipe Q plus Vanheusen Peter England Monte carole Buru buru Engbers Crocodile Classic polo Benny hills Vitomine Prostatic Radian Zf Camps vink Lulus festin Vitomine Prostatic Radian Zf Camps vink Lulus festin Zoka Buru buru District London Manlio Abercrombi & fitch Jockey Poomex Viking Woods valley Dixcy scott Escape OBJECTIVES OF THE STUDY: 1. To identify the prospects of Readymade branded men dresses of Chennai silks, Coimbatore. 2. To identify the most preferred branded men dresses in Chennai silks. METHODOLOGY: It is a systematic and logical method of studying a problem or issue through a scientific method. The present study uses primary data. In order to analyze the Preference of Customers towards Branded Men Dresses in Chennai silks, respondents were selected on the basis of convenient sampling method. In order to collect the relevant data from the respondents a questionnaire were constructed, involve personal factors and study factors. The respondents include business, employee, professionals, students etc. REVIEW OF LITERATURE Wan (1994), in his study on Consumer Satisfaction Research and Theory, Current Status and future directions, have identified three basic types of decision rules. The basic of differentiation is how many attributes are used in a branded comparison and how attributes are chosen and used by consumer. Chaundhuri and Holbrook (2001), the psychological aspect, sometimes referred to as the Brand Image is a symbolic construct created within the minds of the people and consists of all the information and expectation associated with a product or service. The experimental aspect of brand comes from the service itself. The quality of service and psychological aspect comes after having a positive experience of the particular service. The research has suggested that customer loyalty is largely influenced by attitudes towards brands and emphasise the effective management of brand. Chen (2001), expressed a different through on Brand Awareness that it was a necessary asset but not sufficient for building strong brand equity. In his view, a brand could be well-known of its quality. 150 editor.researchscripts@gmail.com

Nandagopal and Chinnaiyan (2003) concluded that the level of awareness among the rural consumers about the brand of soft drinks was high which was indicated by the mode of purchase of the soft drinks by Brand Name. The major source of brand awareness was word of mouth followed by advertisements, family members, relatives and friends. Shainesh (2004), presents that Buying behaviour in a business market is characterized by long cycle times, group decision making, participants from different functional areas and levels and sometimes divergent objectives, and changing roles of the participants during the buying cycle. Ritu Narang (2006), in a study entitled A Study on Branded Men s Wear was taken up in the city of Lucknow with an intention to explore the purchase behaviour of the buyer of branded men s wear. The objectives of this research are to study the purchase behaviour of the buyers of branded men s garments, to study the impact of advertising on the purchase decision of buyers, to study the impact of promotional activities on purchase behaviour of buyers. Kaushal Bhatt (2012), made a study entitled A Study of Buying Behaviour Among Male Shoppers Regarding Branded Apparels. The apparel industry of India comprises sales of Men wear, Women wear and Children wear. In order to face the offensive of competition, branding was introduced by for marketers in this industry to have a clear understanding of Indian companies as a marketing strategy to differentiate a number of homogenous products including clothing. The present study primarily focuses on how consumers evaluate branded clothes based on factors like price, quality, variety etc. Within the context of this study, customer perceptions regarding branded clothing were tested considering their brand awareness, price, quality perception and overall brand attitude. This research throws light on consumer behavior focusing on the following areas: the frequency of purchases of branded apparels, most possessed brands, future purchase behavior, place of purchase, source of information for branded apparels, etc. The findings of the present study provide important insights to branded clothes manufactures in India to increase their foothold and successfully compete in the Indian apparels market. ANALYSIS AND INTERPRETATION Table 1: OCCUPATION CLASSIFICATION OCCUPATION NO OF RESPONDENTS PERCENTAGE Student 09 05.46 Employed 82 49.69 Professional 36 21.82 Business 38 23.03 The table shows that (9,5.46%) respondents coming under student category; (82,49.69%) respondents are employed; (36,21.82%) respondents belong to professional category; (38,23.03%) respondents are engaged in business. Table 2: MONTHLY INCOME CLASSIFICATION MONTHLY INCOME (in Rs.) NO OF RESPONDENTS PERCENTAGE Below 25000 54 32.73 Between 25001 and 50000 58 35.15 Between 50001 & 100000 44 26.07 Above 100000 09 05.45 151 editor.researchscripts@gmail.com

It is depicted from the table, (54,32.73%) respondents have monthly income below 25000 rupees; (58, 35.15%) respondents earn monthly income of 25001 and 50000 rupees; (44,26.07%) respondents belong to the earning category of 50001 and 100000 rupees; (9,5.45%) respondents comes under the category of earning monthly income more than 100000 rupees. Table 3: BASIS OF PURCHASE CLASSIFICATION BASIS OF PURCHASE NO OF RESPONDENTS PERCENTAGE Budget 27 14.59 Occasions 84 50.99 Regularly 54 32.72 From table 3, it is clearly seen that (27,14.59%) respondents purchase dress based on Budget; (84,50.99%) respondents purchase dress only for some occasions; (54,32.72%) respondents purchase dress on regular basis. Table 4: PURCHASING REASON CLASSIFICATION REGULAR BASIS NO OF RESPONDENTS PERCENTAGE Regular use 39 23.64 Office use 29 17.57 Business meetings 04 02.42 Festival days 67 40.60 Marriage function 10 06.06 Family function 09 05.45 Friends get together 03 01.81 Holiday tours 04 02.42 This above table shows that (39,23.64%) respondents purchase dress for regular use; (29,17.57%) respondents buy dress for office use; (4,2.42% ) respondents purchase dress to wear for business meetings; (67,40.60%) respondents purchase dress for wearing during festivaloccasions; (10,6.06%) respondents purchase dress for wearing at the time of marriage functions; (9,5.45%) respondents purchase dress to wear for family function; (3,1.81%) respondents purchase dress to wear during friends get together; (4,2.42%) respondents buy dress for holiday trips with their family and friends. Table 5: DRESS CLASSIFICATION - SHIRTS SHIRTS NO OF RESPONDENTS PERCENTAGE Vitomine 8 14.57 Prostatic 12 21.81 Radian 4 07.27 Camps vink 4 07.27 Lulus festin 3 05.47 Allen solly 7 12.72 Graze 1 01.81 Yantai 3 05.47 Louis Phillipe 8 14.57 Permapress 1 01.81 Rich craft 1 01.81 Dennis Morton 3 05.45 152 editor.researchscripts@gmail.com

From the above table of Chennai silks branded shirts, it is clearly seen that (8,14.57%) respondents purchase vitomine shirts; (12,21.81%) respondents use prostatic shirts; (4,7.27%) respondents use radian shirts; (4,7.27%) respondents use camps vink shirts; (3,5.47%) respondents use lulus festin shirts; (7,12.72%) respondents use a1llen solly shirts; (1,1.81%) respondents use graze shirts; (3,5.47%) respondents use yantai shirts; (3,14.57%) respondents use Louis phillipe shirts; (1,1.81%) respondents use permapress shirts; (1,1.81%) respondents use rich craft shirts; (3,5.45%) respondents use dennis Morton shirts. Table 6: DRESS CLASSIFICATION - T-SHIRTS SHIRTS NO OF RESPONDENTS PERCENTAGE Solly sport 3 05.45 Allen solly 8 14.54 Louis phillipe 13 23.68 Q plus 2 03.63 Vanheusen 3 05.45 Peter England 5 09.09 Monte carole 4 07.27 Engbers 2 03.63 Crocodile 8 14.54 Benny hills 7 12.72 From the above table of Chennai silks branded t-shirts, it is clearly seen that (3,5.45%) respondents use solly sport t-shirts; (8,14.54%) respondents use allen solly t-shirts; (13,23.68%) respondents use Louis phillipe t-shirts; (2,3.63%) respondents use Q plus t-shirts; (3,5.45%) respondents use vanheusen t-shirts; (3,5.45%) respondents use peter england t-shirts; (4,7.27%) respondents use monte carole t-shirts; (2,3.63%) respondents use engbers t-shirts; (8,14.54%) respondents use crocodile t-shirts; (7,12.72%) respondents use benny hills t-shirts. Table 7: DRESS CLASSIFICATION - PANTS PANTS NO OF RESPONDENTS PERCENTAGE Vitomine 10 18.18 Prostatic 11 20.04 Radian 10 18.18 Zf 7 12.72 Camps vink 10 18.18 Lulus festin 7 12.72 From the above table of Chennai silks, it is clearly seen that (10,18.18%) respondents use vitomine pants; (11,20.04%) respondents use prostatic pants; (10,18.18%) respondents use radian pants; (7,12.72%) respondents use zf pants; (10,18.18%) respondents use camps vink pants; (7,12.72%) respondents use lulus festin pants. 153 editor.researchscripts@gmail.com

Table 8: DRESS CLASSIFICATION- TROUSERS PANTS NO OF RESPONDENTS PERCENTAGE Vitomine 5 09.09 Prostatic 2 03.63 Radian 8 14.54 Camps vink 6 10.90 Lulus festin 12 21.81 Zoka 12 21.81 Manlio 7 12.77 Abercrombi and fitch 3 05.45 The table 8 of the Chennai silks states that (5,9.09%) respondents use vitomine trousers; (2,3.63%) respondents use prostatic trousers; (8,14.54%) respondents use radian trousers; (6,10.90%) respondents use camps vink trousers; (12,21.81%) respondents use lulus festin trousers; (12,21.81%) respondents use zoka trousers; (7,12.77%) respondents use manlio trousers; (3,5.45%) respondents use abercrombi and fitch trousers. Table 9: DRESS CLASSIFICATION- VESTS & BRIEFS VESTS & BRIEFS NO OF RESPONDENTS PERCENTAGE Viking 3 05.47 Poomex 17 30.90 Jockey 11 20.00 Woods valley 4 07.27 Dixcy scott 15 27.27 Escape 5 09.09 It is depicted from the table of Chennai silks (3,5.47%) respondents use Viking vests & briefs; (17,30.90%) respondents use poomex vests & briefs; (11,20%) respondents use jockey vests & briefs; (4,7.27%) respondents use woods valley vests and briefs; (15,27.27%) respondents use dixcy scott vests & briefs; (5,9.09%) respondents use escape vests & briefs. FINDINGS: Employed cater more in preferring of branded dresses as they earn their own income and so they capable of satisfying their wants of branded dresses by themselves. The respondents earning monthly income between 25001 and 50000 rupees, purchase more branded dresses as they come under the group of middle income and the upper class family. The dress most frequently purchased are for the occasions like festivals, celebrations, etc. The respondents purchase dress mostly to wear at the time of festival days as they are in need to wear new dresses for pooja and celebrations during the festivals. Most of the respondents carter more in purchasing of prostatic shirts when compared to the other brands due to its elegant look. Since the respondents prefer more in using of Louis phillipe t-shirts due to its attractive colours. Majority of the respondents prefer prostatic branded pants because of its comfort. 154 editor.researchscripts@gmail.com

The interest of the respondents are more in choosing of lulus festin and zoka branded trousers due to its huge number of varieties. Majority of the respondents buy poomex vests & briefs more due to its brand name. CONCLUSION: Consumer preference is the basis of all sound marketing strategies. Consumers form judgement about the value of marketing offers and make their own buying decisions. The present study concludes the preference of respondents for branded men dresses of Chennai silks and it is fast changing caused by the creation of personality and quality. This study will help the manufactures to know the customer s views about the dresses and satisfy them with better fittings, quality and price factor. REFERENCES 1. Wan (1994), Consumer Satisfaction Research and Theory. Current Status and Future Direction. Indian Journal of Marketing, Vol-5, May, Pg:48-52. 2. Chaudhuri. A and Holbrook. M (2001), The Chain of effects form Brand trust and Brand affects to Brand Performance, the Role Brand Loyalty. Journal of Marketing, Vol-65, Pg:1-63. 3. Chen (2001), The characteristics of brand association and brand quality Journal of product and brand management, Vol-7, Pg:439-451. 4. Nandagopal. R and Chinnaiyan. P (2003), Brand preference of soft drinks in rural Tamil Nadu. Indian Journal Of Marketing. 33 (1) Pg No: 14-17. 5. Shainesh (2004), Understanding Buying Behaviour, International Journal of Technology Management, Vol 28, Issue-1, Pg: 118-127. 6. RituNarang (2006), A Study on Branded Men Wear Indian Journal of Marketing, 36(11), PP. 3 9.. 7. Kaushal Bhatt (2012),made a study entitled A Study of Buying Behaviour Among Male Shoppers Regarding Branded Apparels, Quest-Journal of Management and Research, 2(2). 155 editor.researchscripts@gmail.com