Consumer Behaviour and Neuro

Marketing (Major)
CONSUMER RESEARCH ON ALLEN SOLLY IN TERMS OF
PERCEPTION AND ATTITUDE

Submitted to: Dr. Sanjeev Malage

(Course Coordinator)

Submitted by: Mallika Singh

Namitha Nandakumar

Clara Kerebel

Department of Fashion Management

Date: 28th February 2019

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ACKNOWLEDGEMENT
We would like to thank NIFT for providing us an opportunity to complete this project
successfully. We would like to express our heartfelt gratitude to our guide and teacher Dr.
Sanjeev Malage for providing us with tremendous help and encouragement with our project.
During the entire period of the project he was always available to show the right direction and
give advice despite of his heavy and hectic work schedule.

We would like to thank the library staff for cooperating with us. We are highly indebted to the
MFM faculty and all those who offered their support in the completion of this project.

Mallika Singh

Namitha Nandakumar

Clara Kerebel

Place: Bengaluru

Date: 28th February 2019

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ABSTRACT
The project focuses on consumer behaviour in terms of perception and attitude towards the
premium fashion retail brand of formal ware products i.e. Allen Solly. Allen Solly is one of the
major brands of Aditya Birla Retail Group. Detailed research regarding consumer behaviour
towards brands (in general) in India has been tried to be accomplished in order to relate it to
the chosen brand. Purpose of the project, theoretical model, methodology used, data analysis
along with the interpretations and findings have been formulated with the best of efforts. The
project aims to give insightful details to the readers regarding the attitude towards and
perception of Allen Solly brand from the view point of consumers.

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TABLE OF CONTENTS

1. INTRODUCTION ............................................................................................................................... 5

2. MARKETING MIX OF ALLEN SOLLY .................................................................................................. 5

3. MARKETING STRATEGIES OF ALLEN SOLLY ..................................................................................... 7

4. LITERATURE REVIEWS ..................................................................................................................... 8

5. STATEMENT OF PURPOSE ............................................................................................................. 15

6. OBJECTIVE ..................................................................................................................................... 15

7. RESEARCH DESIGN ........................................................................................................................ 15

8. RESEARCH METHODOLOGY .......................................................................................................... 15

9. DATA ANALYSIS ............................................................................................................................. 17

10. FURTHER INTERPRETATIONS ........................................................................................................ 21

11. CONCLUSION ................................................................................................................................. 23

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1. INTRODUCTION

Allen Solly was founded in 1744 by William Collin. Later the

brand was bought in 1993 by Madura Fashion & Lifestyle, a fast
growing brand in the apparel sector and a premium lifestyle
player in the retail sector.

Allen Solly is an Indian clothing company which offers formal

wear products that are trendy and comfortable to wear. To
provide a certain diversity to their customers, they try to cover all segments of formal wear.
They built a network of brands including Allen Solly Junior, Solly which proposes work
fashion for women, and Solly Sport, which was introduced as a tennis-inspired lifestyle sports
brand.
This brand is especially known for the Western concept of friday dressing (a concept which
consists of dressing more casually on fridays), which they brought to menswear in India.

They are seen as pioneers because in 2002, they claimed to be the first brand to introduce work
fashion for women, with a collection that won several awards. Redefining work-wear for
women was clearly one of their objectives. Thus, Solly by Allen Solly, is clearly a leader in the
western wear for women in India.

2. MARKETING MIX OF ALLEN SOLLY

 PRODUCT
Products for men, women, junior, accessories, footwear, friday living are
various categories of products in the product mix of Allen Solly. Exclusive
collection of T-shirts, shirts, shorts, trousers and jackets of Allen Solly is what
the casual product segments has to offer. Allen Solly has also focused over its
formal segment for both womensware and mensware. Business formals with
the special products line for young woman professional made Allen Solly
exclusive brands for working professionals. In accessories category, Allen

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Solly has partnered with pumps and a stylish tote bag. Clutches, shrugs, wallets,
winter wear and now sports ware is part of Allen Solly Brand owns Allen Solly,
Solly Sport, Solly Jeans Co as subsidiary brands.

 PRICE
The pricing strategy in marketing mix has been designed considering youth and
their purchasing capacity. Ideas of ‘Friday dressing’ was specially introduced
to target working people and their need of looking cool on Fridays in the office.
Hence Allen Solly also focuses on its prices consider the competition in the
market. Rivals like Blackberry, Roadster, Moda Rapido and many more were
also competing in the same segment. Allen Solly got an advantage of supply
chain network of the Aditya Birla Group which is among strongest of its own.
The group has expertise in operations which helped Allen Solly to minimized
its costs resulting in affordable prices in the market.

 PLACE
The distribution network of Aditya Birla Group is strong because of its product
line. From retail to pharma the group has experience in many sectors. Hence
Allen Solly had a ready-made base of the distribution network. Allen Solly has
focused metros and tier-1 cities for their targeted customers considering their
requirements and purchasing power. The has wide visibility over Indian and
globe as well. The main visibility of the brand is at the Pantaloons Outlets
which are owned by ABRL Group. To maintain the quality, the apparels
production is centralised and remaining operations are based on supply chain
network.

 PROMOTION
The brand has the extensive marketing strategy to market its products.
Corporate collaboration is the main strategy to increase its sales and visibility
to targeted customers. Pre-Friday launches, online promotions,
telecommunication promotion and print media are also marketing strategies of
Allen Solly. The brand has strong digital marketing profiles resulting in a wider
reach to the target audience. The social media handle of facebook, twitter,

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instagram helped Allen Solly to be more customer interactive and satisfied

customers posts help mouth publicity of the brand. The apparels showcased in
the malls and retail stores helped for better visibility.

Hence this concludes the Allen Solly marketing mix.

3. MARKETING STRATEGIES OF ALLEN SOLLY

In terms of marketing strategies, the company has tried to give a new image of what the brand
really is about. With a smart marketing campaign, they have managed to find a way to get
under the skin of the buyers and make them identify with a certain trend. That is when they
pushed concepts as smart casuals or its friday dressing movement. Allen Solly brand has
extensively focused on western style dressing.
They also introduced the stag as its symbol, which is supposed to represent the sign of the city
of Nottingham, in a rebranding campaign.
Allen Solly ad campaigns are equally spread in print as well as digital media. The print media
has sold Allen Solly as new age brand of comfortable formal apparels. One way of marketing
of Allen Solly was to broadcast the same message through TV ad. The next was to promote the
same message through social media platforms.

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4. LITERATURE REVIEWS

4.1 CONSUMERS' PERCEPTIONS: AN ANALYTICAL STUDY OF INFLUENCE OF

CONSUMER EMOTIONS AND RESPONSE

Kapoor, Avinash; Direct Marketing: An International Journal, Vol. 3 Issue: 3 (2009):

pp.186-202

OBJECTIVE:

The purpose of this paper is to determine the impact of salesperson behaviour on

motivation, cognition, emotions, and responses of the consumers and to identify different
responses to sales interaction according to their different perceptions.

CONCLUSION:

Companies are increasingly attempting to offer customers an experience of availability

range, affordable cost, shopping convenience, and ambience. The purpose of this paper is
to address the role of salesperson behaviour and motivation mind‐set during the interactive
sales encounter experience and whether they affect a consumer cognitions, emotions, and
outcome behaviours. This paper has significant implications in terms of not only
understanding the mechanisms that underlie selling effectiveness but also the role of
consumer psychographics, sales encounter experience, and salespersons behaviour
influencing purchase decision making. From a managerial perspective, the paper
contributes from a prescriptive stand point in terms of enabling sales people to select
effective selling behaviours based on more than overt demographic characteristics.
Theoretical contributions include examining the relationship among motivation, emotion,
and cognition in an interpersonal sales interaction experience

HOW CAN THIS ARTICLE HELP:

This article proves to be useful in fathoming the brand experience from a customers’ view
point. The article emphasises on understanding the problem from end to start approach.

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4.2 CONSUMER ATTITUDE : SOME REFLECTIONS ON IT CONCEPT, TRILOGY,

RELATIONSHIP WITH CONSUMER BEHAVIOR, AND MARKETING
IMPLICATIONS
Asiegbu Ikechukwu F., Powei Daubry M., Iruka Chijindu H. ; European Journal of
business and management: Vol 4, No 13 (2012)

OBJECTIVE :
To examine the concept of consumer attitudes towards marketing efforts of businesses.

CONCLUSION :
They focus on the tri-component attitude model which is about interaction between a persons
belief (cognitive thoughts) and expressed emotions (affective feelings) with respect to those
beliefs. Knowledge of these interactions can help predict a consumers behavior (conative
action). However, this article deliberates the other approach to attitude measurement. It
communicates that attitude is a global indicator of a persons feelings towards an object or
behavior, which means that affect alone defines attitude. According to this paper, attitudes can
only be indirectly changed by altering the tai-components of their target consumer attitudes.

HOW CAN THIS ARTICLE HELP :

This article deliberates on the importance of consumer attitudes for brands. Understanding
consumers attitudes towards the products of a brand or the brand itself helps the brand to make
smart and healthy decisions regarding its services.

4.3 PSYCHOLOGICAL FACTORS INFLUENCING CONSUMER BEHAVIOUR

Vainikka, Bianca; bachelor’s thesis ; centria university of applied sciences: June 2015

OBJECTIVE :
The writer explains how perception, in the processing of information and consumer decision
making, plays a major role.

CONCLUSION :
She describes three stages of making the process of perception which are exposure, attention
and interpretation. Because perception differs form person to person (due to unique biases,

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needs and experiences), it is really important for a brand to understand the nature of perception
so they can use it to make sure that the consumer does not interpret the advertisement
incorrectly. Moreover, if a brand has already shown and established a strong identity, it would
be difficult to get this image away if their goal is to target another kind of consumers because
it is normal that consumers normally make conscious and subconscious associations about their
experiences. Therefore, a brand always has to care about their image otherwise this could have
a major impact on the consumer perception and purchase.

HOW CAN THIS ARTICLE HELP :

This article helps to understand consumer perception process which is directly related to a
customers purchase decision.

4.4 CONSUMER CHOICE PROCESS OF ALLEN SOLLY APPAREL

Indupriyaa: 2016

OBJECTIVE:

The brand has evolved to achieve a high fashion quotient and appeal through its exciting
fashionable merchandise and aspiration imagery.

CONCLUSION:

The occupational groups with high spendable income, personality characteristics like
sociability, casual and self-confidence influence the consumer’s choice process. The Allen
Solly brand is amongst the most salient brands in the industry and its core values are freedom,
casual and success. Consumers choose this brand because the brands personality was consistent
with their ideal concept. Consumer decisions are also influenced by their lifestyle and values
like their belief systems that underlie their attitudes and behaviour. Consumer’s definition of
success has moved from being successful at work meaning being successful in life to being
casual and comfortable. Consumers are leading a more holistic life. They want to succeed in
work but also pursue other passions in life. Casualisation in wardrobe is being the norm. Since
people are no longer interested in dressing up but instead want to feel comfortable and be at
ease. Allen Solly is redefining its promise by extending beyond work wear and now includes
casuals and evening wear in its portfolio. Consumers say that work culture in India has become

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more relaxed than before as organisations has no strict rules about dressing. Growing
entrepreneurship among professionals creates an opportunity for wearing casual apparel at
work place and the millennial are keen to look stylish and modern at work places. Employees
both men and women want to express their individuality and personality through their apparel
and accessories. In 2014 Allen Solly made a heavy burst of advertising in dailies, magazines
and outdoors. Substantial focus is laid on internet through face book promotional activities and
social media marketing.

HOW CAN THIS ARTICLE HELP:

This article helps to understand the activities undertaken by the brand to create various
platforms for the new age consumer to engage and participate with the brand.

4.5 A STUDY ON CHANGING BUYING BEHAVIOUR OF INDIAN CUSTOMERS

Dey, Subrato; Global Journal of Marketing Management and Research; Research India
Publications; Volume 7 (2017): 2250-3242

OBJECTIVE:

To understand the consumer behaviour of Indian customers from different perspectives. The
study is based on the perceptions, buying behaviour and satisfaction of the consumers in Indian
market.

CONCLUSION:

In the recent years, the way Indian consumers are spending their money on various items has
changed. The penetration of internet and social media has increased; as a result the purchasing
behaviour of Indian consumers has changed dramatically. Urbanization is a constant
phenomenon in India and is influencing the life style and buying behaviour of the consumers.
The Indian consumers are noted for the high degree of value orientation. Even, luxury brands
have to design a unique pricing strategy in order to get a foothold in the Indian market. Indian
consumers are also associated with values of nurturing, care and affection. Product which
communicate feelings and emotions gel with the Indian consumers. Consumers undertake
complex buying behaviour when they are highly involved in a purchase and perceive
significant differences among brands. Consumers are highly involved when the product is
expensive, risky, purchased infrequently, and highly self expressive. Thus buyer will have to

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pass through a learning process, first developing beliefs about the product, then attitudes, and
then making a thoughtful purchase choice. Marketers of high-involvement products must
understand the information-gathering and evaluation behaviour of high-involvement
consumers. They need to help buyers learn about product-class attributes and their relative
importance, and about what the company's brand offers on the important attributes. After the
purchase, consumers might experience post purchase dissonance when they notice certain
disadvantages of the purchased carpet brand or hear favourable things about brands not
purchased.

HOW CAN THIS ARTICLE HELP:

This article helps in understanding the consumer buying behaviour and deliberates on habitual
buying behaviour that also occurs among the certain group of the population.

4.6 IMPORTANCE OF PERCEPTION IN BUSINESS

Stone, Donna ; Donna Stone Blog : May 2017

OBJECTIVE :
The writer in her article explains various reasons of why perception needs to be considered in
businesses, and especially when it comes to marketing or creating a perception of the brand in
customers’ view.

CONCLUSION :
Perception is reality. To elaborate on the previous sentence it would mean that even when a
business is not doing as good as its competitors, if it gives the perception of being a leader in
its feild of work, customers will go to believe what is sold to them. It will get more business
and more experience, so they will do better than before, hence perception has become reality.
Another key factor in what influences the consumer perception is the exposure to the products.
The brand has to educate their customers on their products, for example ; through advertising.
Reducing the risk that customers may have a unfavourable perception while buying a product
is another marketing tool to take into consideration. Guarantees and warranties are a way to
reduce this perception. Finally, after a product has been purchased, a business has to maintain

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a good reputation and foster perception that the business cares for its customers’ interests. Thus,
customers will develop loyalty to the business and will not go somewhere else.

HOW CAN THIS ARTICLE HELP:

This article provides inputs into strategies that can be followed by brands to create a favourable
perception in customers’ view.

4.7 CONSUMERS’ PERCEPTION TOWARDS ADVERTISEMENT DONE BY

CELEBRITIES
Dr. Kumar, Amit: International Journal of Business Quantitative Economics and
Applied Management Research; Volume-4, Issue-1, June-2017: 2349-5677

OBJECTIVE:
To find out the perception of consumers toward the brand advertisements done by celebrities
such as movie stars, famous sportsmen or any highly influential person in the country. The on-
ground effect of such advertisements on consumer purchase decision making is tried to be
fathomed.

CONCLUSION:
The author discusses in deliberation about the impact of advertisements done by celebrities
(people that have a high influence on the masses) on the common public (consumers). Effect
on consumers and the sales of products of that brand is compared when the advertisements are
done by common unknown people versus when the advertisements are done by celebrities. The
pros and cons to both are compared and it is observed that celebrity advertisements are costly
but are more favoured due to the gigantic fan following of celebrities and the already existing
trust from the public. Since eons the belief in common public has been that celebrities endorse
only those products that they use themselves in real life. Slowly with time and increasing
awareness this myth is breaking and consumers are becoming more practical while making
their purchase decisions. In some of the developing and under developed country celebrity
advertisements remain to cause a gigantic impact on the sales of the brand/product they are
promoting.

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HOW CAN THIS ARTICLE HELP:

This article helps us to understand the perception of customers towards the brands when they
are advertised by celebrities and understand the reasons that play a major role in developing
brand perception in the minds of consumers.

4.8 HOW DO CUSTOMERS SEE YOUR BRAND

Jacobson, Madeline: Blog Leverage Marketing; 2018

OBJECTIVE:
The writer emphasises about customers’ attitude and perception towards a brand and how it is
wholly dependent on the way a brand portrays its brand.

CONCLUSION:
The importance of target audience is explained in this article and it is also explained as to how
a brand must make sure of portraying its values in the right manner. The message that is desired
to be sent across to the public to create a desired perception has to be carefully undertaken in
order to create a successful perception. The strategies that are to be followed when there is a
gap between what is meant to be portrayed by the brand versus what is understood in reality
by customers has to be deeply and thoroughly understood. In order to be long-lasting, a brand
must form a connection with their audience. The connection is based on trust, and a brand earns
trust when it remains true to what their audience expects of it. It’s hard to remain true to one’s
customers’ expectations but with hard work and keeping a continuous track of customer
expectations is what can help in the long run. Describing the product and proving maximum
amount of information along with living up to the information preached can help gain a
permanent set of customers. After sale services are critical in creating and maintaining a desired
perception of the brand in customers’ view. All activities of the brand have to be in sync and
provide a wholistic customer experience in order to improve the attitude of customers towards
the brand.

HOW CAN THIS ARTICLE HELP:

This article gives insights into how to create and maintain a permanent desired perception of
the brand for the customer which in turn helps gain trust of the customers. It emphasises on the

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fact that the perception of and attitude towards the brand is completely dependent on the overall
performance of the brand in all its activities.

5. STATEMENT OF PURPOSE
Allen Solly is a leading fashion retail brand of formal wear targeting the youth of India. The
products of this brand offer a wide variety of choices of formal wear clothes, accessories, bags
and footwear. The brand started as a menswear brand but with time it has diversified in to
womenswear as well. The brand focuses on being trendy and providing comfortable apparel
best suited for the work place. Moreover, with the growing popularity of dressing up in a
fashionable manner at work place, Allen Solly has proved to be one of the top alternatives for
customers to purchase formal wear products from. The purpose of this project is to identify the
perception of customers and their attitude towards Allen Solly as a formal wear brand.

6. OBJECTIVE
 To understand the attitude of the consumers towards Allen-Solly brand of formal wear
 To understand the perception of the consumers for Allen-Solly brand of formal wear

7. RESEARCH DESIGN
The research was approached with a survey method for data collection. A detailed
questionnaire was developed keeping in mind the objectives of the research. The
questionnaire aimed at summarizing the brand image, consumer expectations etc of Allen
Solly and the differentiating characteristics of the brand from its competitors.

8. RESEARCH METHODOLOGY

PART A

 DATA COLLECTION
 The primary data shall be collected from:

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 Residents of Bangalore

 The secondary data shall be collected from:

 Library Journals
 Research Articles
 Internet

PART B

 POPULATION
Bengaluru

 SAMPLE UNIT
 The survey is conducted online
 Age group: 20-50 years

 SAMPLING TECHNIQUE
The following sampling technique shall be used:
 Convenience Sampling: The chosen sample includes students
and workgroups, as per the convenience of the researcher.
 SAMPLE SIZE
The size of the sample is 50, focusing majorly on the youth covering people of
20-50 age group.

PART C

 METHOD OF DATA COLLECTION

The data tools to be used are as follows:
 Questionnaires
 Case study method

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9. DATA ANALYSIS

Interpretation: The majority of respondents are from the age group 21-25
since Allen Solly is fast fashion brand and redefines work culture which is
mostly looked forward by the young adults.

Interpretation: Majority of the respondents are students which in turn

mean that they are financially dependent.

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Interpretation: The graph infers that although majority of the

respondents are financially independent 84%of the respondents
buy formal wear.

Interpretation: The graph infers that Allen Solly has the highest rating of 3 out of 5 among
other brands being Van Heusen, Louis Philippe, Arrow and others.

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Interpretation: The graph clearly indicates that quality is the major factor that consumers
consider while they purchase anything. The brand image the brand communicates also plays a
very important role in the purchase decision of the consumers.

Interpretation: The clearly explains the fact that majority of the respondents buy formal
wear just for the need. But advertisements or other promotional activities also play a
considerable role as a considerable portion of the respondents is inspired for new
purchases from this stimulus.

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Interpretation: The graph clearly explains that a very large portion of the respondents buy
formal wear occasionally or just for the need. Hence the frequency in which people buy
formal wear when compared to other styles is less.

Interpretation: The brand clearly shows that 35.7% of the total respondents identify the right
brand image of Allen Solly which is a very considerable portion of the entire respondents.

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Interpretation: The above graph infers that VanHeusen is the biggest competitor to Allen
Solly as 52.4% of the audience would prefer shifting to VanHeusen if bot Allen Solly.

10. FURTHER INTERPRETATIONS

 ATTITUDE:

Allen Solly, the brand known for semi-formal dressing from Aditya Birla Fashion and Retail
Ltd announced the launch of its Open Work Culture Campaign. The new campaign
encapsulates the budding work culture that centres on employee-friendliness and freedom of
self-expression. The brand through its campaign is helping Indian professionals imbibe the new
work-culture while making an effortless style statement at their workplace.
Over time, the nature of jobs have evolved along with the way we work and where we work,
and the employers have started adapting more employee friendly policies. Open work culture
encapsulates this core. The theme of the campaign orbits around ‘Open Work Culture’
philosophy and explores the evolution of the modern employee friendly workspaces. As a part
of the campaign, Allen Solly has created a new TVC that highlights the element of open work
culture and showcases quintessential office looks from the ‘New Age Work-Wear’ collection.
The campaign has been produced by creative agency Ogilvy & Mather India. The TVC features

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a young Solly man walking into the work place with an air of attitude and confidence, sporting
a smart chino paired with maroon blazer from Allen Solly’s Athleisure Collection and holding
a stag on the leash. The TVC draws attention to a futuristic office with a pet friendly policy,
perk of an open work culture. The man showcases striking looks from Allen Solly’s New Age
Work-Wear collection, as cool as the pet friendly policies at work.

 PERCEPTION:

Allen Solly progress from launch to its achievements today can be best explained through its
advertising. In the launch phase the challenge was to change the way people perceived formals
and the task was to get them to accept Allen Solly as clothes you can wear to work. To be able
to do this, the strategy adopted by Madura was to re-engineer consumer perceptions of formal-
wear itself. No longer should formal mean only whites, stripes and light blues -- the perception
needed to be extended to fit Allen Solly’s distinctive merchandise. Apart from this it was
necessary to build an aspirational fraternity of users who would give the brand greater visibility
and therefore accelerate growth.

The source of business was clearly defined as current premium ready-made users which meant
that the target group was evolved and the generic need for a ready-made garment did not need
to be addressed. It was recognised that the early adopters would come from those who work in
relatively more relaxed workplaces like software companies and advertising agencies or those
who are self-employed. These people would be experimentative, ambitious and self-assured
with a lower need to be seen as different from the ordinary.

The launch campaign was a stark contrast to the existing advertising in the PRMG (Premium
Readymade Garments) category. While the typical PRMG advertisement implied the
importance of a shirt to make the right impression. Allen Solly’s advertising was positioned as
formals that questioned the conventional dress codes and conventional attitudes. With the
baseline Formal shirts. Loosely speaking the objective was to appeal to the non-conformist
attitude of the maverick linked to the brand positioning of relaxed formalwear.

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11. CONCLUSION

Results obtained from the research survey provide a valuable insight in the
consumer behaviour for Allen Solly. Allen Solly being a fashion brand that has redefined
work wear has successfully placed the right brand image among its consumers.
The questionnaire and survey conducted aided in gathering information regarding the
perception and attitude of the consumers towards the brand Allen Solly which plays a
major role in the consumer purchase behaviour. The advertising campaigns adopted like
Open work culture campaign rightly communicated to its consumers about the changing
work wear styles. Substantial focus was laid on internet marketing and
through facebook promotional activities and social media marketing campaign. The
brand has made its products available online on e-commerce platforms such as AJIO,
lifestyle stores, koovs, amazon, etc, that are commonly used by the consumers these
days. These selective activities that target the consumers have helped to relate to their
current need. For Allen Solly the most important attributes were quality, brand image,
comfort, style and right fit. As a result of the evaluation of all these parameters,
consumers prefer Allen Solly as the best brand for formal wear.

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BIBLIOGRAPHY
 Allen Solly eyes a bigger share of wardrobe with 'Hot Fridays'
Q&A with Suraj Bhat, brand head, on the brand's new campaign, customer loyalty, re-
branding and more
https://www.google.com/search?q=ttps%3A%2F%2Fwww.campaignindia.in%2Fartic
le%2Fallen-solly-eyes-a-bigger-share-of-wardrobe-with-hot-
fridays%2F417680&rlz=1C1GIWA_enIN811IN811&oq=ttps%3A%2F%2Fwww.ca
mpaignindia.in%2Farticle%2Fallen-solly-eyes-a-bigger-share-of-wardrobe-with-hot-
fridays%2F417680&aqs=chrome..69i57j69i58.928j0j9&sourceid=chrome&ie=UTF-8
- By Pooja Ahuja Nagpal, December 4, 2012

 Allen Solly strikes a conversation around ‘Open Work Culture’

The brand through its campaign is helping Indian professionals imbibe the new work-
culture while making an effortless style statement at their workplace
https://www.exchange4media.com/advertising-news/allen-solly-strikes-a-
conversation-around-open-work-culture-90050.html - By exchange4media staff 19
May 2018

 Consumer Choice Process of Allen Solly Apparel

https://www.scribd.com/document/326216889/Consumer-Choice-Process-of-Allen-
Solly-Apparel - By Indupriyaa on Oct 03, 2016

 Consumers' Attitude towards Branded Apparels: Gender Perspective

https://www.researchgate.net/publication/267684595_Consumers'_Attitude_towards_
Branded_Apparels_Gender_Perspective - March 2012

 Consumer Perception and Brand Preference for Premium Branded

https://www.scribd.com/document/82711945/Consumer-Perception-and-Brand-
Preference-for-Premium-Branded - By Nagu Yk On Feb 24, 2012

 Allen Solly's Competitors, Revenue, Number of Employees, Funding and Acquisitions

https://www.owler.com/company/allensolly - march 2006

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ANNEXURE
Questionnaire:

1. Name:
2. Gender:
3. Age:
4. Are you financially independent?
☐ Yes ☐ No
5. Do you purchase formal wear apparels?

☐ Yes ☐ No

6. Rank the following brands according to your preferences for formal wear apparels
(Highest being 5 and the least being 1)

Allen Solly ☐1 ☐2 ☐ 3 ☐4 ☐5
Van Huesen ☐1 ☐2 ☐ 3 ☐4 ☐5

Loius Philippe ☐1 ☐2 ☐ 3 ☐4 ☐5
Arrow ☐1 ☐2 ☐ 3 ☐4 ☐5

Others ☐1 ☐2 ☐ 3 ☐4 ☐5

7. How often do you purchase formal wear apparels from Allen Solly?
☐ Weekly ☐ Monthly ☐ Occasionally ☐ Never

8. Which among the following attributes influence your purchase decision of formal wear
apparels from Allen Solly?
☐ Brand image ☐ Quality ☐ Price ☐ Discounts, loyalty cards

9. Where do you usually take inspiration from for new purchases of formal wear apparels?
☐ Family ☐ Advertisements ☐ Styles in stores ☐ Just for the need

10. What is your perception of the brand Allen Solly?

☐ high quality ☐ unique products ☐ costly products

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☐ low quality products at high prices ☐ others:

11. If not Allen Solly then which brand would you prefer for formal wear apparels?
☐ Van Huesen ☐ Louis Philippe ☐ Arrow ☐ Others

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