3Internship Report final print ANNEXURE

STUDY OF CONSUMER OUTLOOK FOR APPAREL BRAND”WILLS LIFESTYLE”

CHAPTER VIII ANNEXURE



Recruitment questionnaire

Respondent’s name

Address

Landmark

Name of supervisor

Interviewer’s name

QUOTA GRID

Gende

r

Males Females

Males 1 Age Age

Femal

es

2 26-

30y

rs

1 22-

25y

rs

1

31-

35y

rs

2 26-

30y

rs

2

36-

40

3 31-

35

3

RQ 1 Do you or any member of your household own or work

for any of the following businesses or organizations?

Advertising agency 1


Terminate

Market research agency 2

Readymade garment

showroom

3

Company manufacturing

or marketing garments

4

Wholesaler/retailer of

the cloth

5

Boutique/fashion

designing/tailoring

business

6

None of the above 7 continue

RQ 2 Have you participated in any market research

interview in the past 6 months?

Yes 1 Terminate

No 2 Continue

RQ 3a What is the occupation of the main earner of your

household? By main earner I mean the person who

contributes the most to the total expenditure in your

household. IF RETIRED ASK: what was his occupation before

he retired?

RQ 3b What is the highest level of education that he has

completed?

Illit School Schoo SSC/ Some Grad/ Grad


erate up to 4

yrs

l 5-9

yrs

HSC colle

ge

but

not

grad.

post

grad.

(gen)

/pos

t

grad

.

(pro

f)

Circle

educate

d

1 2 3 4 5 6 7

Circle

occupat

ion

Unskill

ed

01 8 8 7 6 8 6 6

Skilled

worker

02 8 7 6 5 5 4 4

Petty

trader

03 8 6 6 5 5 4 4

Shop

owner

04 6 6 5 4 3 2 2

Busines

smen/

industr

ialist

with no

employe

es...

None 05 6 5 4 3 2 2 1

1-9 06 5 4 4 3 2 1 1


10+ 07 3 3 2 2 1 1 1

Self-

employe

d

profess

ionals

08 6 6 6 4 3 2 1

Clerica

l/

salesma

n

09 6 6 6 5 4 3 3

Supervi

sory

level

10 6 6 5 5 4 3 2

Officer

/

executi

ves

Junior 11 5 5 5 4 3 2 2

Middle/

senior

12 3 3 3 3 2 1 1

SEC CODE :



RQ 4a Record gender

Male 1

Fema

le

2

RQ 4b Could you please tell me your age?

For male

respondents

Code

Below 26

yrs

1 Terminate

26-30 2 Go to RQ 6a

31-35 3 Go to RQ 6a

36-40 4 Go to RQ 6a

More than

40 yrs

5 Terminate

For female

respondents

Code

Below 22

yrs

1 Terminate

22-25 2 Continue

26-30 3 Continue

31-35 4 Continue


More than

35 yrs

5 Terminate


RQ 5 Please take a look at this card. In this card it has

a few statements written on it. Looking at the card,

please tell me how often you wear western garments.

2-3 times a

week or

more

1 Continue

Once a week 2 Continue

Once a

fortnight

3 Terminate

Once a

month

4 Terminate

Less often 5 Terminate

Main questionnaire

MQ 1 Are you aware of Wills Lifestyle apparels? By

apparels i mean clothes line shirt, trousers, T- shirt and

tops etc.

Yes 1 Continue

No 2 Go to section 2

MQ 2 We spoke to a few people and got to know their views

for wills. Can you please tell me to what extent do you


agree or disagree with the following statements about

wills lifestyle apparels. Kindly use this card.

Complet

ely

agree

5 4 3 2 1 Complet

ely

disagre

e

Tic

k

sta

rt

Statement Cod

e

Is a brand that is setting trends in

fashion

Is a brand i would like to own

MQ 3a Have you ever visited a wills lifestyle store

in this city?

Visit

ed

1

Not

visit

ed

2


MQ 3b When was the last time you visited wills lifestyle

store?

More than 12 months

ago

1

9-12 months ago 2

6-8 months ago 3

3-5 months ago 4

2 months ago 5

Last month 6

Don’t know/ can’t

remember

7

MQ 4 How likely are you to go and visit the wills

lifestyle store in future?

Very likely to make

visit

5

Quite likely to make

a visit

4

May or may not make a

visit

3

Less likely to make a

visit

2

Not at all likely to

make a visit

1

Don’t know/can’t say 7



Section 2

Tick start rotation

Tick star Ad Code

WLS A 1

WLS B 2

WLS C 3

WLS D 4

MQ 5 Please look at this ad, what comes to your mind after

looking at this add?

SHOW WLS A AD



SHOW WLS B AD


SHOW WLS C AD

SHOW WLS D AD


MQ 6 What products would you associate wills lifestyle with?

MQ 6a TOM MQ 6b SPONT

CLOTHES/APPARELS 1 1

Fashion

accessories

2 2

Cigarettes 3 3

Other specify 4 4

Nothing 5 5

DK/can’t say 6 6


Section 3

SHOW ESSENZA AD

AD CODE

ESSENZA DI WILLS EDW

X

1

MQ 7 Please look at this ad, what comes to your mind after

looking at this ad?

MQ 8 What product would you associate Essenza di wills

with?

MQ 8a MQ 8b

Perfumes 1 1

Soaps 2 2

Shampoo 3 3

Deodorant 4 4

After shave 5 5


Colognes 6 6

Other

specify

7 7

Dk/cant’s

say

8 8

Section 4SHOW FIAMA DI WILLS AD

AD CODE

FIAMA DI WILLS AD FDW 1

MQ 9 Please look at this ad what comes to your mind after

looking at this ad?

MQ 10 What products would you associate fiama di wills

with?


MQ 9a TOM MQ9b SPONT

Shower gel 1 1

Soaps 2 2

Shampoo 3 3

Other hair

care

product

4 4

Other

specify

5 5

Dk/can’t

say

6 6

Classification section

CQ 1a in which of these price ranges does the price of

your most often bought brand of shirt/ top lie?

Prices Shirts/tops MOUB QCQ1 a

Up to Rs 600 1

Rs 601-800 2

Rs 801-1000 3


Rs 1001-1200 4

Rs 1201-1400 5

Rs 1401-1600 6

Rs 1601+ 7


CQ 1b Which is your often bought brand of shirt/ top

Shir

t

Shirt

Allen

solly

1 Excalib

ur

14

Arrow 2 Indian

terrain

15

Benett

on

3 Indigo

nation

16

Color

plus

4 John

player

17

Lee 5 Oxember

g

18

Levis 6 Parx 19

Louis

philli

pe

7 Peter

england

20

Provog

ue

8 Wrangle

r

21

Van

heusen

9 New

port

22

Wills 10 Marks &

spencer

23

Zodiac 11 Park

avenue

24

Mango 12 Zara 25


Tommy

hilifi

ger

13 Other

specify

26


CQ 1 C Which is your most often bought brand of trousers?

Trous

ers

Trouser

s

Allen

solly

1 Excalib

ur

14

Arrow 2 Indian

terrain

15

Benett

on

3 Indigo

nation

16

Color

plus

4 John

player

17

Lee 5 Oxember

g

18

Levis 6 Parx 19

Louis

philli

pe

7 Peter

england

20

Provog

ue

8 Wrangle

r

21

Van

heusen

9 New

port

22

Wills 10 Marks &

spencer

23

Zodiac 11 Park

avenue

24

Mango 12 Zara 25

Tommy 13 Other 26


hilifi

ger

specify


CHAPTER IX

BIBLIOGRAPHY



1] The Market Research Toolbox: A Concise Guide for

Beginners Second Edition 2nd Edition (Paperback) by Edward

F. Mcquarrie, Sage publication 2005.

2] Aaker, D. A. Managing brand equity. New York:

Macmillan.9th edition 2009

3] Consumer Insight: How to Use Data

and Market Research to Get Closer to Your Customer

(Paperback),Konan publication,2012

4] Apparel brands like Peter England, Wills Lifestyle, and

Woodland use innovative colours, styles & technology to

lure customers.

http://articles.economictimes.indiatimes.com/2012-03-16/

news/31201319_1_apparel-companies-innovations-colours

5] Easterby-Smith, M., Thorpe, R. & Lowe, A. Management

research: An introduction. London: SAGE Publications Ltd

2010.

6] Gabbott, M. & Hogg, G. Consumers and services.

Chichester: John Wiley & Sons.

7] Hogg, M. K., Bruce, M. & Hill, A. J. Fashion brand

preferences among young consumers. International Journal

of Retail & Distribution Management

8] SUSTAINABILITY REPORT 2013, ITC Limited.

http://www.itcportal.com/sustainability/sustainability-

report-2013/sustainability-report-2013.pdf


9] Kotler, P., Wong, V., Saunders, J. & Armstrong, G.

Principles of marketing Essex: Pearson Education Limited.

10] Consumer Behavior (10th Edition) Michael R. Solomon,2012.

11] Moorthy, S., Ratchford, B. T. & Talukdar, D. Consumer

information search revisited: Theory and empirical

analysis. Journal of Consumer Research 23 (4), 263-277.


Documents

3Internship Report final print ANNEXURE