A Marketing Research assignment for Chennai silks was carried out from January 2017 and May 2017. As per the requirement of M/S The Chennai Silks, a market study was initiated to understand the “Customer perception on brand association towards “Chennai Silks and other leading retail outlets in buying wedding clothes” The research study involved ten students pursuing I MBA in data collection process. Data was collected through structured interview from recently married couples residing at Coimbatore and nearby areas more specifically Erode, Satyamangalam, Metuppalayam, Ooty, Tiruppur and Pollachi. 351 such respondents were approached by the students to understand their wedding purchase behavior. The detailed data analysis revealed that The Chennai Silks is one among the top five leading stores in selling wedding garments. The shop also tops first in selling formal suits and shirts, designer sarees and also considered as one of the most preferred brand for buying children’s garments.
A “Customer Mind Map” was also constructed for The Chennai Silks and other leading stores based on the customers wedding purchase behavior and their response towards Functional, Experiential and Symbolic benefits out of their purchase experience. The study finally concluded by recommending actionable plans to improve visible brand association and suggested strategies to compete with existing competition and attract the premium group of customers. Ms.A.Latha, Assistant Professor, School of Marketing ,carried out the asssignment.