DISSERTATION REPORT ON

Consumer Behaviour For Apparels Among Youths

SUBMITTED BY
AMARENDRA SINGH PGDM IB 4 T H SEM ROLL NO. 2094002
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Table of Contents
Abstract .3 Introduction4 Research Objective ..5 Research Findings..6 Conclusion..34 Questionnaire

Abstract
More information is needed to understand the male consumer. Although expanding in the past five years, research about the buying behaviors of consumers has tended to avoid males. Retailers and marketers should understand the immense diversity among consumers if they are to market apparel accurately and successfully. The purpose of this research was to investigate males to examine if differences in their buying behavior for apparel exist. In addition, consumer attributes (i.e., apparel involvement, selfesteem, reference group, social class, and media) and personal characteristics were investigated separately and in relation to the purchase behavior of male. Data were collected from a convenience sample of 20 males in Kolkata Burrabazar area.

Introduction
Apparel fashion has always changed no matter what category of apparel it is, and mens business wear is no exception. Social forces are believed to influence fashion including mens. Ones spouse, family and culture are some of the forces that change fashion. An example of ones spouse influencing an individual, when he buys apparel, is that she may accompany him and offer suggestions when he purchases items of apparel. A male consumers family and culture can influence his purchase decision because of the social interaction he has with them, including whether his dress is acceptable to the group Identification of the role of apparel as a sign of business success is not a new concept. A review of related literature revealed that selfimage/product image congruity was related to an individuals behavior to a particular item and that apparel products had symbolic meaning. Studies have considered the relationship between the self and apparel and have taken into account the various aspects of the self such as actual self-image and ideal self-image. If the image of an outfit were a positive match with the self-image, including both the actual self and the ideal self, the apparel item would be worn most of the time.

Research Objective Market segmentation has become an important tool used by retailers and marketers for identifying target customers. Segmentation as the process of partitioning markets into segments of potential customers who have similar characteristics and who are likely to exhibit similar purchasing behavior. Segmentation has become a major tool of companies for planning marketing strategies. Segmentation research has several objectives that include analyzing markets, finding a niche, and developing and capitalizing on a superior competitive position. This research investigates Cultural factors such as apparel involvement, media, and reference group influences, self-esteem and social class. It also investigates demographics such as income and age. Do cultural influences, how much money they earn, and their age make a difference in their apparel choices? Do they let their wives chose their clothes or do they make these choices?

Analysis
Brands in Casuals

Brands in Casuals
SPYKAR 13% 11% 11% 5% 11% 2% 16% 15% PEPE LEE COOPER LAW MAN LEVIS KILLER DOCKERS DUKE LACOSTE POLO

7% 9%

Chart 1 Out of the top ten brands surveyed in casual category, 16% prefer Killer because Killer has a wide variety of range to suit all tastes. Following Killer is Levis with 15% preference because of good promotional strategies used by the company and also the second best company in terms of providing good quality. Third position is taken by Spykar Jeans because of many factors such as fair publicity, affordable prices, suitable range of colors and comfort. Fourth position is shared by Lee Cooper, Pepe Jeans and Duke.

Brands in Corporate

Brands in Corporates
12% 2% 2% 14% 10% 15% LOUIS PHILIP JOHN PLAYERS PROVOGUE ARROW PARK AVENUE OXEMBERG 8% 12% 12% 13% CAMBRIDGE DONEAR ELEMENTS EXCALIBER

Chart 2 John Players dominates this category with a major share of 15% which is due to excellent promotion by signing Hrithik Roshan as brand ambassador and best quality of material. Cambridge occupies the second position comprising a 14% share due to large number of outlets and reasonable rates. Provouge is at the third spot with a 13% share due to absolute publicity using the star-power of Fardeen Khan and good range of collection. Fourth position is shared by Park Avenue, Excalibur.

Brands in Ethnic

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Brands in Ethnic
TIMBERLAND LIBAS FAB INDIA MILLIONAIRE HERITAGE DIWAN SAHEB AMARSONS SIYARAMS VIMAL CAMBRIDGE

Chart 3 Millionaire dominates this category with a whooping 18% share because of its recent outstanding publicity tactics using hoardings. Millionaire is followed by Amarsons with 16% share due to its fair advertising and common-man prices. Third position is shared by Cambridge, Siyarams and Libas with each taking 13% share. The reason being reasonable prices and good range of collections.

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Brands in Sports wear

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Brands in Sports Wear

REEBOK 11% NIKE ADIDAS 19% FILA YOUNEX LOTTO SPEED HEAD 16% 22% PUMA SLAZENGER

8% 8% 3% 5% 3% 5%

Chart 4 Adiads runs through all other top brands to finish first with 22% share due to its universal appeal and a very popular logo that signifies better quality. Nike finishes second with 19% share due to brilliant advertising that connects to todays youth. Adidas and Nike recently sponsored many cricket teams in the World Cup 2011. They even spend a huge amount on Research and Development i.e. R&D. Third position is occupied by Fila with 16% share because of great discounts given by the company. Reebok is at fourth position with 11% share.

Section 1

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1. I try for pleasing color combinations in my clothing.

Pleasing colour combination in clothing

5% 30%

10% Always Usually 20% Sometimes Seldom Never

35%

Chart 5

According to the survey, majority of the people seldom try to wear pleasing colour combinations in their apparel. Also many people tend to opt for pleasing colour combination. This is because men are not that specific about colour combinations and often have second preferences.

2. I try on some of the newest clothes each season to see how I look in the new styles.

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Seasonal trial of clothes

15%

5% 20% Always Usually Sometimes Seldom

35% 25%

Never

Chart 6

The chart depicts that majority of the people seldom try new clothes every season and nearly one-fourth of the people try new clothes each season. The reason being, the sample tends to wait for the prices to drop down typical Indian mentality.

5. When I buy a new garment I try many different accessories before I wear it.

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Trial of Accessories before purchase of Apparels

5% 20% 25% Always Usually Sometimes Seldom 20% 30% Never

Chart 7

The graph conveys that major proportion of the sample size sometimes try accessories while buying new garments and onequarter of the people always tend to try accessories with new clothes. The reason being that, in the recent trend accessories tend to connect more with the apparel.

9. I like to be considered outstandingly well dressed by my friends.

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To be known as Outstandingly Well-dressed by friends

5% 30%

5% Always Usually 30% Sometimes Seldom Never

30%

Chart 8

The graph shows a mixture of opinions wherein some people do want to known as well-dressed while some do not. Also very few people mostly want to be considered as well dressed by friends.

13. I have a long-term plan for purchasing more expensive clothes items of clothing.

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Long-term planning for purchase of Expensive Apparels

5% 35% Always Usually Sometimes Seldom Never 20% 10%

30%

Chart 9

The graph shows that majority of the people tend to plan on a long term basis to buy expensive clothes. Nearly half of the remaining seldom follows the above. The reason being a clear difference between higher and middle-class purchasing styles.

14. I try to buy clothes with well-known labels.

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Purchase of well-known labels

5%

5% Always

45%

25%

Usually Sometimes Seldom Never

20%

Chart 10

The chart depicts that almost half of the sample size usually tends to buy well-known labels and the demand for labels decreases with decrease in income. The reason for such a huge demand for well-known labels being increasing popularity of branded apparels among todays youth.

18. I try to keep my wardrobe up-to-date.

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Keeping ones Wadrobe Up-to-date

10%

15% Always Usually

30%

20%

Sometimes Seldom Never

25%

Chart 11

According to the survey majority of the people not very often keep their wardrobe up-to-date and one-quarter of the people sometimes tend to up-to-date their wardrobe. The remaining half mostly opt to keep their wardrobe up-to-date with the latest in the apparel section. The reason being ones wardrobe comprises of huge variety of top labels, which sometimes does not go with todays youth culture.

Section 2

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1. I ask my friends what they are wearing to an event before I decide what to wear.

Consult friends before selecting ones apparel for an event

20%

0% 25% Alw ays Usually Sometimes 10% Seldom Never

45%

Chart 12

According to the survey majority of the sample size sometimes opts to consult their friends before choosing their apparels. Also, one-fourth of the respondents always take their friends opinion before choosing their apparels. The reason being, todays youth goes for few opinions before taking a decision in terms of choosing apparels.

3. When I buy a new article of clothing I try to buy something similar to what my friends are wearing.
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Buying a new article similar to friends

0% 30%

20% Always 5% Usually Sometimes Seldom Never

45%

Chart 13

The chart depicts that majority of the people of the sample size sometimes tends to buy apparel similar to that of their friends. Nearly one-third chooses to buy apparel that their friends have or wear. Only a part of the sample size tends to mostly purchase apparel that matches to that of their friends. The reason being in todays youth culture friends act as the greatest influencer in terms of apparel.

4. I wear what I like even though some of my friends do not approve.

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Choose ones apparel irrespective of opinion of friends

10%

5% Always Usually

30%

40%

Sometimes Seldom Never

15%

Chart 14

The survey shows that a major proportion of the respondents usually tend to choose their apparel irrespective of opinion of their friends. Closely one-third of sample size often wears apparel that their friends do not approve. The remaining sometimes tends to wear apparels without the approval of their friends. The reason being todays youth is more confident about their own preferences.

6. I get new clothes for a special occasion if the clothes I have are not the type my friends will be wearing.
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Purchase of new apparel for special occasions

10% 25% Always 25% Usually Sometimes Seldom 15% 25% Never

Chart 15

The survey shows that majority of the respondents in the sample size sometimes tend to buy new clothes for special occasions and the remaining usually or often purchase new clothes for special occasions. This is because the youth today prefers change in taste in every aspect of apparels.

Section 3

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1. I try on clothes in shops just to see how I will look in

them without really planning to buy them.

Trial of apparel without planning to buy

10% 35% 30% Always Usually Sometimes Seldom Never 15% 10%

Chart 16

The chart depicts that more than one-third of the sample size tends to always try new clothes in shops without having the intention to buy them. The remaining often tends to try new clothes in shops without really planning to buy them. The reason for this being the youth today tend to search for value for money and then opt for buying such apparels.

2. I wear different clothes to impress people.

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Wearing different apparel to impress people

20%

5% 20% Always Usually Sometimes Seldom Never

35%

20%

Chart 17

According to the survey more than one-third of the respondents not very often tend to wear different clothes to impress people. The remaining respondents sometimes opt to wear different clothes with the intention of impressing people. The reason being todays youth believes more in simplicity.

3. I decide on the clothes to wear according to the mood

that Im in that day.

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Choice of apparel on the basis of ones mood

10% 25% 10% Always Usually Sometimes Seldom 25% 30% Never

Chart 18

The chart depicts that close to one-third of sample size not very often tends to choose their apparel depending on their mood. Quarter of the people very rarely make their choices of their apparel on the basis of their mood. The reason for the above being that the youth today is very moody and gives very less importance to what the situation demands.

4. I have more self-confidence when I wear my best

clothes.
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More Self-Confidence on waering New Apparels

5%

10% 5% Always Usually Sometimes Seldom 30% Never

50%

Chart 19

According to the survey half of the respondents never tend to relate their self-confidence with their best apparel they wear and close to one-third of them seldom tend to connect their selfconfidence with their apparel. The reason for the above being that todays youth follows the trend that does not connect confidence and apparel.

Section 4

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1. Who is the most important influence on your choice?

Most important Influencer in choice of apparel

0%

5% 25%

Wife Friends Girl-friend Colleagues Others

55%

15%

Chart 20

More than half of the respondents are mostly influenced by their friends and colleagues are the second best influencers in terms of choice of apparels.

2. Which media do you use the most when looking for

information about apparels?

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Most informative media in terms of apparel information

0% 15% 0%

Television Radio 50% 30% Newspapers Magzines Internet Others Do not Use

5%

0%

Chart 21

Television dominates all other media in providing information about apparels. The second most informative media is magazines followed by the internet.

3. What is the highest level of education you have completed?

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Highest level of Education complted

15% 0%

5% Associates Degree Bachelors Degree Masters Degree Ph.D or Equivalent 60% Other Professional Degree

20%

Chart 22

More than half of the respondents are people holding or pursuing a Bachelors Degree. People with Masters Degree and Other Professional Degrees are almost equally divided.

4. What is your marital status?

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Martial Status

10%

5%

Never Married Married Divorced

85%

Chart 23

More than three-fourth of the respondents are not married while the remaining includes married as well as married as well as divorced respondents.

5. What was your total income that you, yourself, earn monthly?
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Total Income per month

25%

25% No Income Less than Rs. 5,000

0% 5% 5% 30% 10%

Rs. 5,000 - 10,000 Rs. 10,000 - 20,000 Rs. 20,000 - 25,000 Rs. 25,000 - 30,000 Rs. 30,000 and Above

Chart 24

Nearly one-third of the respondents earn in the range of Rs.20, 000 to Rs.25, 000 per month. Whereas, people having no income and people having income of Rs.30, 000 and above constitute of quarter of the sample size respectively. People having monthly income of less then the range of Rs.10, 000 to Rs. 20,000 are minimal.

CONCLUSION

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From the survey that was conducted, we conclude that majority of the people are inclined more towards casuals. This is followed by Corporate and Sportswear both getting decent responses. Ethnic comes last with minimal number of respondents preferring ethnic wear. The survey shows that majority of the sample size seldom tend to update their wardrobe and hence not very often do they opt for pleasing colour combinations and seasonal trial of new styles in apparels. Also todays youth only sometimes cares to be considered as outstandingly welldressed by their friends, which is majorly responsible for their trial of accessories during the purchase of new apparels. Todays youth majorly tend to go for branded clothes and they always plan long-term for the final purchase. Todays youth sometimes ask their friends about their apparels before choosing ones apparel for an event and hence do not care about buying new clothes similar to that of their friends. The youth today, wears what they like irrespective of his/her friends approval. The survey also depicts that todays youth always prefers new clothes for special occasions. The survey shows that todays youth always try new clothes without planning to buy them. They not very often try on
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different apparels to impress people. They also very rarely decide on clothes according to their mood and never connect self-confidence with their apparels.

SURVEY ON CULTURAL CONNECT TO YOUTH APPAREL

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Name: _______________________________________ Age: ______________ Occupation: _____________________

Which category do you more relate to? Choose within the following brands:
Sr.no 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Casual SPYKAR PEPE LEE COOPER LAW MAN LEVIS KILLER DOCKERS DUKE LACOSTE POLO Corporate Ethnic LOUIS PHILLIP TIMBERLAND JOHN PLAYERS LIBAS PROVOGUE FAB INDIA ARROW MILLIONAIRE PARK AVENUE HERITAGE OXEMBERG DIWAN SAHEB CAMBRIDGE AMARSONS DONEAR SIYARAMS ELEMENTS VIMAL EXCALIBUR CAMBRIDGE If others, please specify Sports wear REEBOK NIKE ADIDAS FILA YONEX LOTTO SPEEDO HEAD PUMA SLAZENGER

SECTION I: Read the following statements and rate each according to the scale given below.
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Indicate your choice by recording the number in the blanks provided to the right of each statement. Scale: Always, very few exceptions 5 Usually, majority of the time 4 Sometimes 3 Seldom, not very often 2 Never, very few exceptions 1 1. I try for pleasing color combinations in my clothing. ____ 2. I try on some of the newest clothes each season to see how I look in the new styles. ____ 3. I wear/dress-up clothes to make an ordinary occasion seem more exciting. ____ 4. I read magazines and newspapers to find out what is new in clothing. ____ 5. When I buy a new garment I try many different accessories before I wear it ____ 6. I avoid wearing certain clothes, which do not make me feel distinctive. ____ 7. I am more careful with my clothing than my friends are with their clothing. ____
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8. I look at accessories while shopping to see what I might use together. ____ 9. I like to be considered outstandingly well dressed by my friends. ____ 10. I spend a good deal of time coordinating the colors of items in my wardrobe. ____ 11. When new styles appear on the market, I am one of the first to buy them. ____ 12. I get bored with wearing the same type of clothes all the time. ____ 13. I have a long-term plan for purchasing more expensive clothes items of clothing. ____ 14. I try to buy clothes with well-known labels. ____ 15. Its fun to try on clothes with different accessories to see how they look. ____ 16. I carefully coordinate the accessories that I wear with my clothing. ____ 17. I plan and prepare clothes to wear several days in advance. ____
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18. I try to keep my wardrobe up-to-date. ____ 19. I like to know what is new in clothing even if my friends are uninterested and even though I would not wear it myself. ____

SECTION II: Read the following statements and rate each according to the scale given below. Indicate your choice by recording the number in the blanks provided to the right of each statement.
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Scale: Always, very few exceptions 5 Usually, majority of the time 4 Sometimes 3 Seldom, not very often 2 Never, very few exceptions 1 1. I ask my friends what they are wearing to an event before I decide what to wear. ____ 2. I am uncomfortable when my clothes are different from all others at the party. ____ 3. When I buy a new article of clothing I try to buy something similar to what my friends are wearing. ____ 4. I wear what I like even though some of my friends do not approve. ____ 5. I have gone places and felt uncomfortable because my clothes were not similar to others. ____ 6. I get new clothes for a special occasion if the clothes I have are not the type my friends will be wearing. ____ 7. I try to dress like my friends so that others will know that I am part of the group. ____

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8. I feel more a part of the group if I am dressed like my friends. ____ 9. I would rather miss something than wear clothes that are not appropriate. ____

SECTION III: Read the following statements and rate each according to the scale given below. Indicate your choice by recording the number in the blanks provided to the right of each statement.

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Scale: Always, very few exceptions 5 Usually, majority of the time 4 Sometimes 3 Seldom, not very often 2 Never, very few exceptions 1 1. I try on clothes in shops just to see how I will look in them without really planning to buy them. ____ 2. I wear different clothes to impress people. ____ 3. I decide on the clothes to wear according to the mood that Im in that day. ____ 4. I have more self-confidence when I wear my best clothes. ____ 5. I am aware of being more friendly and outgoing when I wear certain clothing. ____ 6. I enjoy wearing unusual clothing even though I attract attention. ____ 7. Certain clothes make me feel more sure of myself. ____ 8. I feel and act differently if I am wearing my best clothes. ____

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9. I buy clothing to boost my morale. ____ 10. I get bored with wearing the same type of clothes all the time. ____

SECTION IV: Indicate your choice by placing a CHECK or X in the spaces provided after each response. 1. Who is the most important influence on your choice? (Check only one answer)
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1) Wife _____ 2) Friends _____ 3) Girl-Friend _____ 4) Co-Workers _____ 5) Others _____ (Explain) ________________________ 2. Which media do you use the most when looking for information about apparels? (check only one answer) 1) Television _____ 2) Radio _____ 3) Newspapers _____ 4) Magazines _____ 5) Internet _____ 6) Others _____ (Explain)_________________________ 7) Do Not Use _____ 3. What is the highest level of education you have completed? 1) Associates Degree _____ 2) Bachelors Degree _____ 3) Masters Degree _____ 4) Ph.D or Equivalent _____ 5) Other Professional Degree (Specify)_________________ 4. What is your marital status? 1) Never Married _____ 2) Married _____ 3) Divorced _____ 4) Separated _____

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5. What was your total income that you, yourself, earn monthly? 1) No Income____ 2) Below Rs 5000 _____ 3) Rs 5000 -10000 _____ 4) Rs10000 -20000 _____ 5) Rs 20000-25000_____ 6) Rs 25000-30000______ 7) Rs 30000 and Above______

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