Research On Branded Apparels

RESEARCH ON BRANDED APPARELS- ANALYSIS OF CONSUMER PREFERENCES
Submitted by:Nimisha Goel( B 10) Ashima Suri (B 14) Shefali Aggarwal (B 20) Kartik Jain (B 29) Taranjeet Singh (B 58) Kushal Mittal (B 36)
March 3, 2014 Amity Business School Amity University, Noida, Uttar Pradesh ACKNOWLEDGEMENT
The marketing research study was indeed a learning experience for us. We learnt a lot not only from the study and its analysis but also from the practice insights given to us by our faculty guide. An Endeavour of this kind cannot be successful without the guidance of elders and faculty concerned. We are thankful to our faculty Prof. S.K Laroiya for his generous attitude and concern. We are grateful to him for the valuable suggestion, inspiration and encouragement from time to time. We also feel immense pleasure in expressing our gratitude to all those who consented to give us the relevant responses and data which formed the basis of this study. Also, we would like to thank all those who have directly or indirectly helped us in completing this project successfully.
Nimisha Goel( B 10) Ashima Suri (B 14) Shefali Aggarwal (B 20) Kartik Jain (B 29) Taranjeet Singh (B 58) Kushal Mittal (B 36)
1. INTRODUCTION
India represents an economic opportunity on a massive scale, both as a global base and as a domestic market. Indian consumer markets are changing fast, with rapid growth in disposable incomes, the development of modern urban lifestyles, and the emergence of the kind of trend conscious consumers that India has not seen in the past. Apparel industry is in its growth stage. With the proliferation of western culture, more brands are added to the Indian market. Larger budget is allocated to sales promotion activities that lure the consumers. In such a scenario, it is very essential to study how consumers make their choices in category where there are several brands in the consideration set of a consumer. There is a trend for a high number of consumers in the apparel industry to switch from one brand to another due to sales promotion offers and personal comfort zone. Hence it would of interest to a marketer to learn about the consumer preferences with respect to sales promotion offer; what schemes do consumer prefer for what kind of brands, which media do they prefer to know about the brand, product, and related schemes, who prefers the branded apparel and fashion products, the price range of the fashion products. These are the questions which consumer considers while choosing a brand. Brands build customer loyalty by delivering excellent value no matter the price point-high, low, or medium. Value includes styling, durability, quality fabrics, and consistent fit. To the consumer, a brand name represents familiarity, consistency, and confidence in performance. Brand names when linked with lifestyle, self-expression, and aspirations epitomize intangibles that are desirable to the consumer. Todays global apparel environment is tougher than ever for brands. There are many reasons for the emergence of this challenging climate; Proliferation of brands Smarter consumers Ever changing fashion Increasing competition
1.1 INDIAN APPAREL INDUSTRY The Indian apparel market has demonstrated resilience and growth in an environment characterized by slow economic growth. The domestic apparel market, which was worth INR 207,400crores (~USD 38 billion) as of 2012, is expected to grow at a compound average
growth rate (CAGR) of 9% over the next decade. Further, the recent omission of excise duty on branded apparel has provided an impetus to retailers in terms of the overall market sentiment.
SEGMENTATION BY USER:-
The Menswear Market With a market size of INR 87,500crore (USD 16 billion) in 2012, menswear is the largest segment in Indias apparel market, accounting for 42% of the overall market. In comparison, womens wear makes up 38%, while kids wear comprises 20%, of the market.
Market Size and Growth Projections The menswear market can be divided into various categories including woven shirts, trousers, denims, winter wear, innerwear, T-shirts, suits, active wear, ethnic wear and daily wear. The woven shirts category is the single largest within the menswear market, followed by trousers and denim. The menswear market is expected to grow at a CAGR of 8.5% over the next five years to reach INR 131,000crore (USD 24 billion) by 2017.
High Growth Categories Denim, active wear and T-shirts are high growth categories within menswear segment with CAGRs of 16%, 14%, and 12% respectively. Despite the not so optimistic economic scenario of 2012, the demand for denim is growing among men, especially with the younger generation. The entire denim market of India hinges around the mens denim segment which contributes 80% to the market. The heightened acceptance of casual or Friday dressing, and the penetration of denim into Tier II and Tier III cities and rural India are contributing to the growth of mens denim in India. The active wear category primarily constitutes of sportswear, gym wear, and swimwear. Increasing health consciousness has made sports, gym, jogging, swimming, yoga, etc. an essential part of modern life, especially in metros, as a result of which the demand for active wear is on the rise within Indian menswear market. The shift from formal attire to comfort-oriented casual attire is driving the market for mens Tshirts, alongside the demand for denim.
Market Trends Menswear consumers are in a phase of transition; they no longer want to stick to wearing apparel of defined styles and silhouette but also want to experiment with the look of the clothing. The demand for occasion-specific clothing is rising within the menswear segment, e.g., the modern Indian male can be seen in active wear at the gym in the morning; in formal shirts, trousers, and suits during office hours; in smart casuals in the evening; and in daily wear/sleepwear at night. The menswear segment is also witnessing an increase in the demand for colored bottom wear. In addition to the traditional colors, viz. black, blue, brown and grey, Indian men have started experimenting with newer colors like red, green, orange, etc. Almost all domestic and international brands have started offering mens bottom wear in newer colors; they are also optimistic about the growth of colored trousers and denim. Another interesting trend in the menswear market is the steady growth in the premium tailoring segment comprising the fashion designers and the bespoke / luxury segment. Customers in the super premium segment are willing to pay a premium to ensure that their tailor-made clothing reflects their own personality and also helps them differentiate themselves and get noticed.
The Womens wear Market The INR 78, 500crore (USD 14.4 billion) worth womens wear market contributes 38% of the total apparel market of India. The growth of this market is more rapid than the menswear market. With the relatively lower penetration of brands, and the growing disposable income of modern women, this segment has become the focus of many Indian and international brands.
Market Size and Growth Projections The womens wear segment comprises various categories that include sarees, salwar kameez, innerwear, blouse, winter wear, sleepwear, tops/shirts, trousers, skirts, denim, T-shirts, etc. Indian ethnic wear, which includes sarees, salwar kameez, and blouse, is the biggest category within the segment with a 75% share of the entire womens wear market. The market is expected to grow at a CAGR of 9% for the next five years to reach a figure of INR 121, 400crore (USD 22.3 billion) by 2017.
High Growth Categories Denim, innerwear, and tops/shirts/T-shirts are the high growth categories within the womens wear segment, a consequence of the growing acceptance of womens western wear in the Indian market. Denim is growing at CAGR of 17%, womens innerwear at 14%, and tops/shirts/T-shirts at 11%. Denim is penetrating deeper among women in the metros and mini metros, especially among the younger generation. Even working women in smaller cities have started accepting denim as a casual outfit. The growing focus of retailers and brands on womens denim will also contribute to its further penetration. The high growth of the innerwear category is driven by the transition of innerwear from a utility-based product to an inspirational one. Market Trends With increasing women in the workforce, and the growing economic independence of women, the demand for womens western wear is at an all-time high, thanks to which
womens western wear is emerging a clear winner in the womens wear market. This trend is expected to continue as more women enter into the workforce or aspire to follow the lifestyle of working women. Within working women, there is a clear trend indicating the growing acceptance of womens dresses and western formalwear. The working women in the metros and mini metros, in addition to traditional sarees and salwar kameez, are moving towards dresses, formal suits, and business attire. Though these markets may remain relatively small, they are expected to grow rapidly. Despite the trend of consumers moving away from ethnic wear, some sub-categories within womens ethnic wear are emerging as promising business opportunities. The demand for contemporary ethnic wear with trendy look and comfort elements is accelerating. Even the traditional ethnic wear subcategory is witnessing the entrance of a growing number of organized players who assure the desired quality and right fit. The fusion of western style and cuts and even knitted fabrics with basic Indian ethnic designs is another noticeable trend in the womens wear market.
SEGMENTATION BY PRICE: Low-end market: volume driven, products are mostly unbranded and dominated by large number of manufacturers, mostly regional or even local players. Mid-range market: quality products. Manufacturers are large and medium. High-end market: premium and super premium product categories. Its dominated by MNC and major Indian manufacturers. 1.2 KEY PLAYERS: The apparel retail sector is experiencing the huge development and making an increased contribution to GDP, it requires a better and exclusive regulatory framework to sustain the impressive overall growth. Competition in the retail sector is getting stiffer in the nation as many big players both national and international are testing and applying different retail plans in the market .Entry by fresh players is still at a promising stage. But, increasing competition in the sector would, in due course, lead to a drop of margins with each retail chain trying to attract consumers through innovative and effective ways The key players in the apparel retail market in are:
1. MADURA FASHION AND LIFESTYLE: Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo Ltd, is one of Indias leading branded apparel companies and a premium lifestyle player in the retail sector. After consolidating its market leadership with its own brands, it introduced premier international labels, enabling Indian consumers to buy the most prestigious global fashion wear and accessories within the country. The companys brand portfolio includes product lines that range from affordable and mass market to luxurious, high-end style and cater to every age group, and youth to men and women. Madura Fashion & Lifestyle is defined by its brands Louis Philippe, Van Heusen, Allen Solly, Peter England and People that personify style, attitude, luxury and comfort. Madura Fashion & Lifestyle reaches its discerning customers through an exclusive network comprising more than 1,300 stores, covering 1.5 million sq ft of retail space, and is present in more than 2,000 premium multi-brand stores and 100 departmental stores. 2. RAYMOND APPAREL: A 100% subsidiary of Raymond Limited, Raymond Apparel Ltd. (RAL) ranks amongst India's largest and most respected apparel companies. We bring to our customers the best of fabric and style through some of the countrys most prestigious brands Raymond Premium Apparel, Park Avenue, Parx and Notting Hill. RAL entered into the ready-to-wear business with the introduction of Park Avenue in 1986 catering to the men's formal wear market. Parx was launched in 1998 to address the growing trend of smart casuals. Raymond identified the vacuum for a high end, casual wear brand and hence decided to acquire ColorPlus as a part of strategic expansion plan for their ready-towear business. Notting Hill was launched in 2007 to cater to the popular price segment. Crossing the gender divide two of our brands, Park Avenue launched the Western Women's wear collections. 'Park Avenue Woman'- A complete range of Premium Business Wear for women is designed specially for the working women professionals of today. 3. ARVIND LIFESTYLE BRANDS:
A subsidiary of Arvind is the other largest player in apparel retailing space of India it has portfolio of 1 international brands and 12 .its own brands. It also now hold Ed- hardy , which is projected to be launched in 2013 with new global product and different pricing strategies. Apart from these above mentioned above players the other which also enjoy a good position in the Indian apparel retail market includes, Kouton retail India, Indus- League clothing, and Zodiac Clothing co.
1.3 COMPETITION CONCERNS IN APPAREL RETAIL INDUSTRY In Apparel Industry there is immense potential to increase competition by enabling the development of new products, new distribution channels, and greater efficiency in business activities and also due to changes in government investment policies. Competition policy issues may arise in relation to mergers, particularly when they are developed by existing market participants with a significant combined market share (as buyers and sellers) in underlying retail markets. Competition concerns would include evidence of price fixing or tacit collusion, or anticompetitive discrimination against, or refusal of access to third parties. Issues will not arise in all cases, and this will depend on the details in each case. In many
situations there will be pro-competitive and other public benefit issues that should be taken into account. As we know Retailing means the final link between the production of a good and the end consumer.
The characteristics of the end-consumer are thus crucial to the economics of retailing. Typically, the end-consumer can be characterized as being: Small, Immobile & Uninformed These aspects of Apparel retailing feed straight into a discussion of the nature of competition in apparel retailing. We can identify four dimensions of horizontal competition between apparel retailers: Pricing Geographical location; Product selection; and Retailer service. PRICING: Differential pricing In apparel prices tend to be very visible, with secret discounts to consumers being rare (although these do occur for large purchases). This may ease collusion between retailers through different retailing formats (because cheating on collusive agreements is easy to observe). On the other hand, compared with other dimensions of competition in the industry it is relatively easy, given that resale between consumers is relatively unlikely because individual purchases tend to be too small to justify the necessary co-ordination between consumers of different types. This price discrimination tends to be implemented through provision of discounts for certain (broad) consumer categories (such as students or pensioners) or by designing retail choices (such as trade-in offers, credit deals, end-of-season sales) in such a way that different consumers choose different options
Loss leading: When choosing between apparel retailers, consumers often have only very vague ideas of the relative qualities and prices of products. In this case, consumers tend to choose between retailers on the basis of their Reputation for good product range and general low prices. One method of gaining a reputation for general low prices under these circumstances is loss leading which could be anti-competitive. By setting low prices on a number of key items, and then by promoting these products and their prices, retailers induce consumers to compare retailers on the basis of the prices of these products. GEOGRAPHIC LOCATION: Geographical location means that local market power can be high and the inability to find an appropriate location can act as a barrier to entry. Moreover, the attempt to gain access to good locations may be an incentive for merger in apparel market. PRODUCT SELECTION: The product selection decision will depend on the relative strengths of various different factors: Strategic reduction of competition: Retailers can strategically reduce direct price competition between themselves by spreading out in product space (niche marketing). Business stealing: By moving closer in terms of product space to a rival, each retailer thinks that it can improve its share of the market by attracting customers from its rival. RETAILERS SERVICE In the apparel industry the various retailer services may affect competition in various ways. If retailer services are important, there may be a so-called free-rider problem: that may have bad effect on all consumers and retailers These various dimensions in Apparel retailing have important consequences for competition policy, and it is crucial, when considering competition in apparel retailing, to examine all of these dimensions. Competition problems are likely to be particularly prevalent in apparel markets , since markets will only tend to work imperfectly when there are asymmetries in bargaining
power(consumers are small), high transactions costs (consumers are immobile), information asymmetries (consumers are uninformed), or vertical restraints. Indeed, there have been majority of cases internationally where the competition authorities had to look at competition in apparel retailing. The issues typically covered included: Vertical issues: It including vertical restraints, differential discounting, and own-brand competition. The vertical restraints that may exist in apparel industry may include: Retail price restrictions: such as resale price maintenance (RPM); Manufacturer non-linear pricing: that is, non-linear manufacturer discount schemes such as franchise fees, quantity discounts, or differential discounts for different retailers; Quantity forcing: requiring retailers to sell minimum quantities of the manufacturer's products; Full-line forcing: requiring retailers to carry the full line of the manufacturers products; Exclusive dealing: requiring the retailer not to carry the products of competing manufacturers; Territorial exclusivity: It protects one retailer from intra-brand competition from other retailers within that territory; Refusal to supply: as a general means of enforcing the compliance of retailers with any kind of requirements set up by manufacturers, or simply as a method of constraining total sale The main potential anti-competitive effects of vertical restraints are market foreclosure and rising of rivals costs, competition dampening, and facilitation of collusion Apart from these most frequently encountered issues, other issues which could be there in the apparel industry include anti competitive licensing agreement, the abuse of dominant position, where dominance could be acquired through merger of two firms.
1.4.FOREIGN DIRECT INVESTMENT India has liberalized its single brand retail industry to permit 100% foreign investment, with regulatory issues and legal structures pertinent to establish operations in this new dynamic
market. Indias retail industry is estimated to be worth approximately US$411.28 billion and is still growing, expected to reach US$804.06 billion in 2015. As part of the economic liberalization process set in place by the Industrial Policy of 1991, the Indian government has opened the retail sector to FDI slowly through a series of steps: 1995 World Trade Organizations general agreement on trade in services, which include both wholesale and retailing services, came into effect 1997 FDI in cash and carry (wholesale) with 100% rights allowed under the government approval route 2006 FDI in cash and carry (wholesale) brought under the automatic route Up-to 51% investment in a single - brand retail out 2011 100% FDI in single brand retail permitted 2012 51 % FDI in multi brand retail permitted. The Indian government removed the 51% cap on FDI into single-brand retail outlets in December 2011, and opened the market fully to foreign investors by permitting 100% foreign investment in this area. It has also made some, albeit limited, progress in allowing multi-brand retailing, which has so far been prohibited in India. At present, this is restricted to 49% foreign equity participation. EFFECTS OF FDI ON APPAREL INDUSTRY No Impact Demand: From the fashion apparel demand perspective, India has emerged as one of the most attractive destinations for American and European brands in the last 10 years and will continue to hold promise for the next 10 years, irrespective of the policy on FDI. Apparel, being a more brand driven category than, say, food & groceries, has already seen many international brands enter India over the past 15 years despite the restrictions in the FDI policy in single-brand retail with the allowing of 100% FDI in single brand retail there may not be such a large change in the apparel retail landscape excepting probable changes in the operating structure of international brands. Industry as a whole will benefit: From the industrys perspective, allowing up to 100% FDI in single-brand retail and 51% FDI in multi-brand retail seems like a favorable proposition, since a large part of the fashion
industry supply consists of SMEs and they will surely benefit if more international brands make a foray into India. Many foreign brands present in India have, over the years, increased their sourcing from India as this gives them the benefit of shorter lead times and lower costs. Many brands have also set up their own back-end manufacturing infrastructure. This trend will continue to widen in the future as, with increasing competition, the pressure on price will increase further, forcing brands to look for ways to cut their costs. Thus from the apparel industrys perspective, it is favorable both from the demand and manufacturing perspective as it will not only provide more opportunities for suppliers but will also improve their manufacturing capabilities. It remains to be seen how the new FDI initiative actually impacts the industry and economy in the years to come.
2. RESEARCH METHODOLOGY Consumers are evolving entities. Their aspirations & expectations are continuously changing. Todays shoppers are more intelligent, discerning & tuned to their individual preference. They are increasingly fashion and brand conscious and select labels which define who they are or who they want to be. The biggest challenge for all the brands is to create loyal consumer who love them. Shoppers Stop Ltd This research aims at understanding the appeal of consumers towards branded apparels and the factors that lead to the purchase of these branded apparels. It also explores into the dimensions of brand loyalty and determines which categories of the consumers are loyal to the brands that they purchase and the reason behind the ardent brand loyalty. This study focuses on people living in cosmopolitan & metropolitan cities having access to brands and the latest information about brands. The data is collected through a qualified questionnaire that focuses not only determining the brand loyal customers, but also in finding out the most popular brand among the consumers and the influential factors that lead to the purchase of a particular brand.
2.1.OBJECTIVE Purchase decision is facilitated by having a comprehensive knowledge of the brand which helps in evoking positive effects towards the brand, as these da ys people dont buy the product they buy images (brands). It influences brand choice, preferences and intention to purchase of consumers. The purpose of the study is to examine how brand awareness influences an outlook of the consumer about various brands which leads to take purchase decision. The broad objectives of this research are 1. Brand preferences of the consumers in buying branded apparel i.e., do consumers nowadays buy only branded apparels? If they do, when do they buy branded apparel? 2. Most preferred brand among the consumers 3. Factors influencing the purchase of branded apparels i.e. on what basis do they prefer the brands they purchase?
4. Is there any relationship between brands, status and personality? Who influences individuals to buy branded clothes? 5. From which media do consumers get information about their brands? This can be used to take decisions like in which avenues of media should investments be made 6. To analyze the significance of demographic profile of consumers affecting the purchase decision of branded garments. 7. To observe consumer awareness about different apparel brands available in the Indian market. 8. To know the frequency of branded apparel shopping in todays environment and the general purpose of it. 9. To estimate the consumer spending on clothes and how much is it influenced by their income 10. To know how much brand loyalty exists in the branded apparel market.
2.2 CONCEPTUAL FRAMEWORK At present, the textile and apparel industry is one of the leading segments of the Indian economy. It is the largest source of generating foreign exchange and creating employment opportunities for India. 4% of gross domestic product (GDP), 20% of industrial output, and surplus of 30% of export earnings are produced through this industry. It employs about 38 million people as a largest source of industrial employment in India which is estimated to 12 million for the year 2010. Indias apparel retail market is obtainable to touch Rs 4.70lakhcrores by 2020. The significance of the textile economy is $37 billion and its share is about 5.9% of the global market. The rising revenue is $85 billion with its encouraging export value of $50 billion. The garments industry categorizes itself into many segments: formal wear and casual wear separated for males and females, womens dresses, mens outfits and kids wear, suits, trousers, jackets and blazers, shirts, sportswear, t-shirts, denims, neckwear, undergarments (men and women), night wears, woolens, saris etc. The Indian clothing market I estimated at Rs.430 billion with menswear segment accounting for 46%, share of womens is counted at 36% and kids clothing can be tagged at 17%. The Indian branded garment market is estimated at over Rs. 185 billion, accounts for 25% of the Rs. 745 billion ready-mades market. Following the entry of several new brands, the branded segment has grown at 25% annually. This represents a shift from unbranded to the
branded segment which is majorly a result of the changing patterns of consumer buying as they become increasingly demanding, more aware and more affluent. Fashionable apparel is a product that is consumed publicly and possesses public meaning. It realizes several societal needs of the consumer to express and build their distinctiveness and self-image to astound others. The products and apparels are bought with different mindset, outlook, and sensitivity according to different age groups of people. Efficacy, manifestation, financial worth and the ability to convey status, success and prestige are other aspects to finalize the product and brand purchase. It can be satisfied through the purchase of high profile branded & high priced apparel. Pricing of a brand also matters as, high priced apparel is a product that has a high potential for symbolic meaning. However, attitudes are evolving as advertising helps in improving living standards foster greater brand consciousness and fidelity. There is no shortage of opportunities for companies that take the time to understand this complex game in the market. There are numerous studies on the links between consumers personality traits and their buying behaviors for over 40 years. Gender issue also an upgrading aspect of such kind of research recently, as males and females are having their own perceptions and attitudes towards each aspect of life and is inadequately research area. Branding was introduced to differentiate homogenous products such as clothing. Brand names or branding create trust, identify products and services, and are more of a psychological assurance than a tangible item. It builds an image of the product which is a sort of message devoted to potential customer. The psychological behavior of customer defines conscious and unconscious elements that create relationship between brand and user. Consumers seem to be associated with a products, promises and brands through their own perception about their needs, aspiration and self. Hence, a marketer has to correctly read the buyers behavior to a particular response. Every person has his/her separate standards of judgments which reflect in decisions. This study will consider the personal factors, like age, income, education, occupation, lifestyle, personality and self concept, influencing the buying decision of consumers with respect of gender discrimination. Personal factors modify how a male or female is perceived and the most important personal factor is the consumer personality. Personality is a dynamic concept which changes with the life has gone, describing the growth and development of human psychological setup which also differ on gender aspect. Most of the time products project a personality or an image
that has an appeal to the consumer, with which consumer (he or she) can relate to. The point that is important from marketing point of view is, given the consumers different and distinct personality traits concerning gender issue, the marketer should be able to identify these differences and its influence on the buying behavior. Along with many basic differences of their personality, the personal factors which affect the perception of a consumer are the occupation, economic status, age, education and social life. The new brand or style in outfit can be perceived as a necessity, luxury or a super luxury product depending upon the awareness and attitude towards particular item which depend on anyone of the above or the association of two or more. Many studies have given insights about gender difference in building relationships with brands. The results revealed by these studies magnify the role of women in judgment of a brand and consider women as an active partner than men in buying behavior. But there are major drifts in present scenario in which there is a changed site of men concerning the current fashion and also knowing the latest trends as far as buying behavior is concerned. Product involvement differs as per the demographic profile of people which is the major factor influencing purchase decision of the product also indicating gender perspective. Therefore, it is imperative to judge the gender prospect of targeting consumers with their demographic characteristics because magnitude of brand knowledge may impact consumers purchase decision differently depending upon their demographic distinctiveness.
2.3.RESEARCH DESIGN A research design is a framework or blueprint for conducting research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing
research problems. A research design lays the foundation for conducting the project. Typically a research design involves the following components or tasks: 1. Design the exploratory, descriptive and/or causal phases of the research 2. Define the information needed. 3. Specify the measurement and scaling procedures. 4. Construct and pretest a questionnaire or an appropriate form of data collection. 5. Specify the sampling process and sample size. 6. Develop a plan of data analysis. PHASES OF THE RESEARCH The research can be exploratory, descriptive or causal. These categories are not mutually exclusive; they are a matter of emphasis. As any research study will change and develop over time, you may identify more than one purpose. Exploratory Research Foremost we have started with exploratory research. It helped us in getting better understanding about the subject matter and determining the best methods to be used in subsequent study. The objective of exploratory research is to identify key issues and key variables. For example, one outcome might be a better system of measurement for a specific variable and then subsequently to clearly determine the objectives of our study.
Descriptive Research With the help of descriptive research we seek to provide an accurate description of the observation under study. This is done through questionnaire which was filled by our scientifically selected respondents to fetch information on apparel at a particular point of time. Such descriptive information can produce useful insights and lead to hypothesisformation.
Causal Research
With the help Causal studies we have tried to get explanations of the nature of certain relationships. Hypothesis testing provides an understanding of the relationships that exist between variables. The degree of uncertainty about the research problem determines the research methodology, as illustrated in the Table below.
2.3.1. METHODOLOGY A survey was conducted by a carefully developed questionnaire, to investigate the brand awareness and attitude of the consumers towards selected brands of apparel industry existing
in India. A combination of both open-ended and close-ended questions was asked to analysis the pre-determined objectives. Scales and Measurements Used:We have used semantic differential scale to map out the personality traits of various correspondents on characteristics such as introversion, extroversion, adaptability, rigidity, etc. We have used various rating scales to test consumer perception of various brands, a rating question was incorporated wherein the consumers were required to rate each mentioned brand and their various attributes. The tool also included a part dedicated to psychographics so as to access consumer attitude towards branded clothing. We have also used Likert Scale to know the various qualities which the consumer feels influence their shopping experience.
2.3.2. SAMPLE SELECTION In this paper, total 400 respondents are participated fairly with the age group of 15-60. Participants, which included males (189 or 55.4%) and females (146 or 42.8%), are varying from student to professional or job seekers highlight the diversity of the survey. The sampling technique used for the paper is Simple Random Sampling (Probability Sampling) as well as Convenience sampling (Non-Probability Sampling). Consumers with different demographic characteristics may differ in the amount and type of effort they put into shopping and the way they make purchase decisions. There are individual differences in information search process have been found to be related to demographic characteristics. Research has introduced relation among search effort age, gender and economic conditions Errors Faced By Us: While conducting the survey we faced majorly 2 kinds of errors- Sampling and Systematic Sampling error is as error that occurs due to biased or hampered choice of the target sample. The chances of this error are very high in case of Snowball Sampling as the respondents generally fall into similar demographics.
Systematic Error is the error that occurs while doing the survey. This may be due to inaccurate responses, order bias or information bias. Due to the length of the survey accurate responses are very difficult to obtain as respondents start developing fatigue mid way and choose to select a particular order to save time and energy. Our survey had a major disadvantage in this field and also due to some personal questions being asked some responses are biased and inaccurate. FIELD WORK: The field work for this report continued for about 2 weeks with the first week being dedicated to pilot surveys. We conducted pilot surveys with a sample size of 10-15. This pilot survey was conducted to ensure the accuracy and completeness of our survey. Different kinds of respondents including students, professionals and some market researchers were asked to fill in a sample questionnaire and give their view on the length, accuracy, completeness and relevance of the questions included. This pilot survey proved to be quite effective as we got to know many faults in our questionnaire and also about various problems we will be facing in relation to approaching the respondents and dealing with their refusals. The second week of the field work was dedicated to administering the questionnaire and feeding the data into our software (SPSS). While administering the questionnaire importance was paid to maintaining the diversity of the target sample. We used snowball sampling so other people were also included in our field work who helped us to pass on the questionnaire and conduct an unbiased research.
2.3.3. DATA COLLECTION Data collection methods can be classified into qualitative and quantitative methods. This is a conventional classification as a distinction it can be helpful to writers, but it can also be misleading, as we will see. A useful way to distinguish between the two methods is to think of qualitative methods as providing data in the form of words (or maybe visually), and quantitative methods as generating numerical data. However, it is a mistake to assume that there must be a strict black
and white dichotomy. Quantitative and qualitative methods of data collection are often employed in support of each other on the one research project. The qualitative researcher may use historical numerical data to support a particular finding, for example. Similarly, qualitative data can provide rich information about the social processes in specific settings. Designs are often equated with qualitative and quantitative research methods. Social surveys and experiments are frequently viewed as prime examples of quantitative research and are evaluated against the strengths and weaknesses of statistical, quantitative research methods and analysis. Case studies, on the other hand, are often seen as prime examples of qualitative research which adopts an interpretive approach to data, studies `things' within their context and considers the subjective meanings that people bring to their situation. Primary Data: The data that is used in this survey is primary data that is collected by administering a questionnaire to the consumers. The questionnaire was administered by targeting various locations like malls, cafes, markets etc. Some questionnaires have also been administered online and some by means of snowball sampling. The questionnaire was first approved by our guide Dr. S. K. Laroiya and proof read a number of times to eradicate any mistakes possible. There were no monitoring events conducted, hence, our research used the communication mode of data collection for the research. Secondary Data: Secondary data was collected for the purpose of stating the Research problem and developing the research objectives where data from previous studies was collected for the purpose of reference and framing the survey outline. Conceptual framework of our report has also been written by obtaining articles online and also by reading newspaper articles.
3. DATA ANALYSIS
Q1 What do you usually do in your free time? Statistics what do you usually do in your free time Valid N Missing Mean Median Mode Std. Deviation 15 2.70 2.00 1 1.594 326
what do you usually do in your free time Frequenc y watch movies shopping reading Valid partying eat out 6 Total Missing System Total 61 31 49 70 1 326 15 341 17.9 9.1 14.4 20.5 .3 95.6 4.4 100.0 18.7 9.5 15.0 21.5 .3 100.0 53.7 63.2 78.2 99.7 100.0 114 33.4 Percent Valid Percent 35.0 Cumulative Percent 35.0
The above table shows what activity done by people in their free time. It is evident that majority of the respondets their free time by watching movies. The second highest being shopping and eat out.
Q2 How often do you hangout with your friends?
Statistics how often do you hangout with your friends Valid N Missing Mean Median Mode Std. Deviation 0 2.34 2.00 2 .915 341
how often do you hangout with your friends Frequenc y Daily Weekends Valid occasionall y Rarely Total 42 341 12.3 100.0 12.3 100.0 100.0 62 143 94 18.2 41.9 27.6 Percent Valid Percent 18.2 41.9 27.6 Cumulative Percent 18.2 60.1 87.7
The above table shows how frequently respondents hang out with their friends. The majority of respondents hangout with their friends on weekends.
Q3 What according to you is the most important aspect of persons personality?
Statistics what according to you is the most important aspect of person's personality Valid N Missing Mean Median Mode Std. Deviation 0 2.52 2.00 1 1.409 341
what according to you is the most important aspect of person's personality Frequenc y communication skills knowledge Valid appearance friendly behaviour non verbal skills Total 71 29 94 27 341 20.8 8.5 27.6 7.9 100.0 20.8 8.5 27.6 7.9 100.0 56.0 64.5 92.1 100.0 120 35.2 Percent Valid Percent 35.2 Cumulative Percent 35.2
The above table shows what is the most important aspect of a persons personality according to the respondents and majority of them thinks that friendly behaviour is the most important aspect. On the other hand, appearance is the second least preferred aspect that matters to the respondent.
Q4 Which of these would you do for personality enhancement?
Statistics which of these would you do for personality enhancement Valid N Missing Mean Median Mode Std. Deviation 2 2.52 2.00 4 1.241 339
which of these would you do for personality enhancement Frequenc y change the way of clothing read books/magazine Valid beauty enhancement gyming/yoga 5 Total Missing System Total 105 18 123 1 339 2 341 30.8 5.3 36.1 .3 99.4 .6 100.0 31.0 5.3 36.3 .3 100.0 58.1 63.4 99.7 100.0 92 27.0 Percent Valid Percent 27.1 Cumulative Percent 27.1
The above table shows what respondents would like to do if they want to enhance their personality. Approximately 36 percent of the population thinks that gyming or yoga is the most effective way. Reading books and magazines being the second highest with 30 percent, not having much difference.
Q5 How would you rate yourself on the basis of given personality traits ? the table below shows the personality traits of the respondents.
Statistics how would you rate yourself on the basis of given personality traits adap:rigid how would you rate yourself on the basis of given personality traits spendth:mise r Valid N Missing Mean Median Mode Std. Deviation 29 2.78 3.00 2 1.192 30 2.84 3.00 3 .953 30 2.66 3.00 2 1.147 28 2.71 3.00 2 1.336 27 3.24 3.00 3 1.083 312 311 311 313 314 how would you rate yourself on the basis of given personality traits exp:cons how would you rate yourself on the basis of given personality traits trust:susp how would you rate yourself on the basis of given personality traits extro:intro
how would you rate yourself on the basis of given personality traits adap:rigid Frequenc y highly adaptable Valid adaptable neutral 88 80 25.8 23.5 28.2 25.6 44.2 69.9 50 14.7 Percent Valid Percent 16.0 Cumulative Percent 16.0
rigid highly rigid Total Missing System Total
69 25 312 29 341
20.2 7.3 91.5 8.5 100.0
22.1 8.0 100.0
92.0 100.0
how would you rate yourself on the basis of given personality traits spendth:miser Frequenc y highly spendthrift spendthrift Valid neutral miser highly miser Total Missing System Total 69 154 44 16 311 30 341 20.2 45.2 12.9 4.7 91.2 8.8 100.0 22.2 49.5 14.1 5.1 100.0 31.2 80.7 94.9 100.0 28 8.2 Percent Valid Percent 9.0 Cumulative Percent 9.0
how would you rate yourself on the basis of given personality traits exp:cons Frequenc y highly experimenting experimenting neutral Valid conservative highly conservative Total Missing System Total 311 30 341 91.2 8.8 100.0 100.0 54 21 15.8 6.2 17.4 6.8 93.2 100.0 99 85 29.0 24.9 31.8 27.3 48.6 75.9 52 15.2 Percent Valid Percent 16.7 Cumulative Percent 16.7
how would you rate yourself on the basis of given personality traits trust:susp Frequenc y highly trusting trusting neutral Valid suspicious highly suspicious Total Missing System Total 313 28 341 91.8 8.2 100.0 100.0 74 80 59 64 36 21.7 23.5 17.3 18.8 10.6 Percent Valid Percent 23.6 25.6 18.8 20.4 11.5 Cumulative Percent 23.6 49.2 68.1 88.5 100.0
how would you rate yourself on the basis of given personality traits extro:intro Frequenc y highly introvert introvert neutral Valid extrovert highly extrovert Total Missing System Total 314 27 341 92.1 7.9 100.0 100.0 89 39 26.1 11.4 28.3 12.4 87.6 100.0 44 118 12.9 34.6 14.0 37.6 21.7 59.2 24 7.0 Percent Valid Percent 7.6 Cumulative Percent 7.6
Q6 How updated do you feel about fashion?
Statistics how updated do you feel about fashion Valid N Missing Mean Median Mode Std. Deviation 3 3.28 3.00 3 1.062 338
how updated do you feel about fashion Frequenc y not at all little neutral Valid updated highly updated Total Missing System Total 338 3 341 99.1 .9 100.0 100.0 20 53 120 102 43 5.9 15.5 35.2 29.9 12.6 Percent Valid Percent 5.9 15.7 35.5 30.2 12.7 Cumulative Percent 5.9 21.6 57.1 87.3 100.0
The above table shows that most of the people are moderately updated about fashion, 3.28 being the mean and 3 being the mode and median.
Q7 what you would prefer doing when decided to change the way you cloth?
Statistics
Valid N Missing Mean
337 4 3.08
Median Mode Std. Deviation
3.00 4 1.400
what you would prefer doing when decided to change the way you cloth Frequenc y refer to a stylist/magazine buy expensive clothes ask for your friend's Valid opinion buy better quality clothes widen your color range Total Missing System Total 58 337 4 341 17.0 98.8 1.2 100.0 17.2 100.0 100.0 95 27.9 28.2 82.8 34 75 10.0 22.0 10.1 22.3 32.3 54.6 75 22.0 Percent Valid Percent 22.3 Cumulative Percent 22.3
According to the above table most of the respondents would like to change their way of clothing by buying better quality clothes. Which is in fact fortunately beneficial to our research.
Q8 which of the the following do you prefer while buying apparels?
Statistics which of the the following do you prefer while buying apparels Valid N Missing Mean Median Mode Std. Deviation 3 1.18 1.00 1 .383 338
which of the the following do you prefer while buying apparels Frequenc y branded Valid non branded Total Missing System Total 278 60 338 3 341 81.5 17.6 99.1 .9 100.0 Percent Valid Percent 82.2 17.8 100.0 Cumulative Percent 82.2 100.0
The above question is one of the most important question for our analysis. It provides us with a clear majority of the sample size stating Branded clothes being the most preferred apparels.
Q9 where do you generally buy your clothes from ?
Statistics where do you generally buy your clothes from - mall where do you where do you generally buy generally buy your clothes from - dept outlet with multi brand your clothes from - retail with exclusive brand Valid N Missing Mean Median Mode Std. Deviation 3 1.45 1.00 1 .498 3 1.70 2.00 2 .457 3 1.70 2.00 2 .460 3 1.86 2.00 2 .343 338 338 338 338 where do you generally buy your clothes from - online
The above table shows where respondents prefer to buy their clothes from. It clearly shows that mall is the most preferred choice to buy clothes from. Second being departmental and retail stores. Also, we shall pay attention that quiet a good number of people buy clothes online also.
where do you generally buy your clothes from - mall Frequenc y yes Valid no Total Missing System Total 187 151 338 3 341 54.8 44.3 99.1 .9 100.0 Percent Valid Percent 55.3 44.7 100.0 Cumulative Percent 55.3 100.0
where do you generally buy your clothes from - dept outlet with multi brand Frequenc y yes Valid no Total Missing System Total 100 238 338 3 341 29.3 69.8 99.1 .9 100.0 Percent Valid Percent 29.6 70.4 100.0 Cumulative Percent 29.6 100.0
where do you generally buy your clothes from - retail with exclusive brand Frequenc y yes Valid no Total Missing System Total 102 236 338 3 341 29.9 69.2 99.1 .9 100.0 Percent Valid Percent 30.2 69.8 100.0 Cumulative Percent 30.2 100.0
where do you generally buy your clothes from - online
Frequenc y yes Valid no Total Missing System Total 46 292 338 3 341
Percent
Valid Percent
Cumulative Percent 13.6 100.0
13.5 85.6 99.1 .9 100.0
13.6 86.4 100.0
Q10 how often do you go for shopping?
Statistics how often do you o for shopping Valid N Missing Mean 2 2.37 339
Median Mode Std. Deviation
2.00 2 .824
how often do you o for shopping Frequenc y weekly monthly once in 3 months Valid once in 6 months yearly Total Missing System Total 5 339 2 341 1.5 99.4 .6 100.0 1.5 100.0 100.0 22 6.5 6.5 98.5 38 168 106 11.1 49.3 31.1 Percent Valid Percent 11.2 49.6 31.3 Cumulative Percent 11.2 60.8 92.0
The above pie chart shows that 50 percent of the respondents go for shopping monthly, which is preferable in the light of current study.
Q11 When was last time you went for shopping apparel?
Statistics last time you went for shopping apparel Valid N Missing Mean Median Mode Std. Deviation 2 2.47 2.00 2a .940 339
a. Multiple modes exist. The smallest value is shown
last time you went for shopping apparel Frequenc y this week this month Valid last month before last month 57 116 116 50 16.7 34.0 34.0 14.7 Percent Valid Percent 16.8 34.2 34.2 14.7 Cumulative Percent 16.8 51.0 85.3 100.0
Total Missing System Total
339 2 341
99.4 .6 100.0
100.0
The above table shows that majority of respondents have gone shopping in the current month or the last month.
Q12 Your last shopping experience was good because?
Statistics last shopping last shopping experience was good because of store layout experience was good because of location convinience Valid N Missing Mean Median Std. Deviation Variance 15 3.51 4.00 1.013 1.027 15 3.60 4.00 1.175 1.382 15 3.32 3.00 .991 .982 15 2.70 3.00 1.177 1.385 15 3.41 4.00 .948 .898 15 3.43 3.00 .949 .901 166 166 last shopping experience was good because of flexibility in alterations 166 166 166 last shopping experience was good because of good crowd last shopping last shopping experience was good because of store service experience was good because of store atmosphere 166
According to the above table all the characteristics have close means of approximately 3.5. Which shows that majority of the above contribute to the shopping experience, store layout and service being the top.
last shopping experience was good because of - store layout last shopping experience was good because of - store service Frequenc Percent Valid Cumulative last shopping experience was good because of - flexibility in last shopping experience y was good because Percentof - location Percent alterations convinience 1 7 3.9 4.2 4.2 Frequenc Percent Valid Cumulative Frequenc Valid 2 17 Percent 9.4 10.2 Cumulative 14.5 y Percent Percent y 52 Percent Percent 3 28.7 31.3 45.8 1 6 3.3 3.6 3.6 Valid 1 14 7.7 8.4 8.4 4 64 35.4 38.6 84.3 2 26 14.4 15.7 19.3 2 14 7.7 8.4 16.9 5 26 14.4 15.7 100.0 3 62 34.3 37.3 56.6 Valid 3 35 19.3 21.1 38.0 Total 166 91.7 100.0 4 53 29.3 31.9 88.6 Valid 65 35.9 39.2 77.1 Missing 4 System 15 8.3 5 19 10.5 11.4 100.0 5 38 21.0 22.9 100.0 Total 181 100.0 Total 166 91.7 100.0 Total 166 91.7 100.0 Missing System 15 8.3 Missing System 15 8.3 Total 181 100.0 Total 181 100.0
last shopping experience was good because of - good crowd Frequenc y strongly disagree Disagree Valid Neutral Agree strongly agree Total Missing System Total 35 52 36 9 166 15 181 19.3 28.7 19.9 5.0 91.7 8.3 100.0 21.1 31.3 21.7 5.4 100.0 41.6 72.9 94.6 100.0 34 18.8 Percent Valid Percent 20.5 Cumulative Percent 20.5
Frequenc y 1 2 3 Valid 4 5 Total Missing System Total 68 16 166 15 181 6 20 56
Percent
Valid Percent
Cumulative Percent 3.6 15.7 49.4 90.4 100.0
3.3 11.0 30.9 37.6 8.8 91.7 8.3 100.0
3.6 12.0 33.7 41.0 9.6 100.0
last shopping experience was good because of - store atmosphere Frequenc y 1 2 3 Valid 4 5 Total Missing System Total 63 19 166 15 181 34.8 10.5 91.7 8.3 100.0 38.0 11.4 100.0 88.6 100.0 5 20 59 2.8 11.0 32.6 Percent Valid Percent 3.0 12.0 35.5 Cumulative Percent 3.0 15.1 50.6
Q13 Do you sometimes also go for local brands for clothing?
Statistics do you sometimes also go for local brands for clothing Valid N Missing Mean Median Mode Std. Deviation 2 1.25 1.00 1 .493 339
do you sometimes also go for local brands for clothing Frequenc y yes no Valid 4 5 Total Missing System Total 258 79 1 1 339 2 341 75.7 23.2 .3 .3 99.4 .6 100.0 Percent Valid Percent 76.1 23.3 .3 .3 100.0 Cumulative Percent 76.1 99.4 99.7 100.0
This was one of the most important and interesting question in the research, which resulted in the negative. Majority of the respondents also go for non- branded clothing.
Q14 How much do you generally spend while shopping for clothes in a single visit?
Statistics how much do you generally spend while shopping for clothes in a single visit Valid N Missing Mean Median Mode Std. Deviation 1 3.79 4.00 3 1.455 340
how much do you generally spend while shopping for clothes in a single visit Frequenc y less than rs. 1000 1000-2000 2000-3000 Valid 3000-4000 4000-5000 more than 5000 Total Missing System Total 63 89 71 42 65 340 1 341 18.5 26.1 20.8 12.3 19.1 99.7 .3 100.0 18.5 26.2 20.9 12.4 19.1 100.0 21.5 47.6 68.5 80.9 100.0 10 2.9 Percent Valid Percent 2.9 Cumulative Percent 2.9
Majority of the respondents spends in the range of 2000-4000.
Q15 what is your usual purpose while going for shopping?
Statistics usual purpose while going for shopping Valid N Missing Mean Median Mode Std. Deviation 9 2.14 2.00 1 1.251 332
usual purpose while going for shopping Frequenc y Need Valid Occasion 53 15.5 16.0 61.7 152 44.6 Percent Valid Percent 45.8 Cumulative Percent 45.8
Recreation sale or discount external influence 6 Total Missing System Total
70 45 10
20.5 13.2 2.9
21.1 13.6 3.0
82.8 96.4 99.4
2 332 9 341
.6 97.4 2.6 100.0
.6 100.0
100.0
According to the above pie chart need is the most important reason for going to shopping. Second highest being the recreation and occasion.
Q16 Rank the following Brands on How much u prefer the brand ?
Statistics rank the rank the rank the rank the rank the
formal brand formal brand formal brand formal brand formal brand on the basis on the basis on the basis on the basis on the basis
of preference of preference of preference of preference of preference - louis philippe Valid N Missing Mean Median Mode Std. Deviation Variance Minimum Maximum 54 2.59 2.00 1 1.429 2.041 1 5 47 2.52 2.00 2 1.249 1.561 1 5 50 2.85 3.00 3 1.254 1.573 1 5 55 3.02 3.00 3 1.272 1.617 1 5 51 3.31 3.00 5 1.377 1.896 1 5 287 294 291 286 - van heusen - allen solly - blackberry - peter england 290
rank the formal brand on the basis of preference - louis philippe Frequenc y most preferable preferable neutral Valid little preferable least preferable Total Missing System Total 287 54 341 84.2 15.8 100.0 100.0 49 14.4 17.1 100.0 69 59 24 20.2 17.3 7.0 24.0 20.6 8.4 54.0 74.6 82.9 86 25.2 Percent Valid Percent 30.0 Cumulative Percent 30.0
rank the formal brand on the basis of preference - van heusen Frequenc y most preferable preferable neutral Valid little preferable least preferable Total Missing System Total 294 47 341 86.2 13.8 100.0 100.0 28 8.2 9.5 100.0 80 78 33 23.5 22.9 9.7 27.2 26.5 11.2 52.7 79.3 90.5 75 22.0 Percent Valid Percent 25.5 Cumulative Percent 25.5
rank the formal brand on the basis of preference - allen solly Frequenc y most preferable preferable neutral Valid little preferable least preferable Total Missing System Total 291 50 341 85.3 14.7 100.0 100.0 33 9.7 11.3 100.0 62 86 57 18.2 25.2 16.7 21.3 29.6 19.6 39.5 69.1 88.7 53 15.5 Percent Valid Percent 18.2 Cumulative Percent 18.2
rank the formal brand on the basis of preference - blackberry Frequenc y most preferable preferable neutral Valid little preferable least preferable Total Missing System Total 286 55 341 83.9 16.1 100.0 100.0 42 12.3 14.7 100.0 51 86 62 15.0 25.2 18.2 17.8 30.1 21.7 33.6 63.6 85.3 45 13.2 Percent Valid Percent 15.7 Cumulative Percent 15.7
rank the formal brand on the basis of preference - peter england
Frequenc y most preferable preferable neutral Valid little preferable least preferable Total Missing System Total 290 51 341 78 39 74 57 42
Percent
Valid Percent
Cumulative Percent 14.5
12.3
14.5
11.4 21.7 16.7
13.4 25.5 19.7
27.9 53.4 73.1
22.9
26.9
100.0
85.0 15.0 100.0
100.0
According to the above tables we can see that majority of the respondents feel that Van huesen is the best brand in formal wear from the given five choices.
rank the casual brand on the basis
of preference of preference of preference of preference of preference - UCB - US Polo - zara - Jack n Jones Valid N Missing 47 50 50 55 40 294 291 291 286 301 - levis
Mean Median Mode Std. Deviation Variance Minimum Maximum
2.42 2.00 1 1.287 1.657 1 5
2.72 3.00 2 1.288 1.658 1 5
2.70 3.00 1 1.487 2.212 1 5
2.96 3.00 3 1.336 1.784 1 5
2.60 2.00 1 1.465 2.147 1 5
rank the casual brand on the basis of preference UCB Frequenc y most preferable preferable neutral Valid little preferable least preferable Total Missing System Total 294 47 341 86.2 13.8 100.0 100.0 27 7.9 9.2 100.0 72 69 33 21.1 20.2 9.7 24.5 23.5 11.2 56.1 79.6 90.8 93 27.3 Percent Valid Percent 31.6 Cumulative Percent 31.6
rank the casual brand on the basis of preference - US Polo Frequenc y most preferable preferable neutral Valid little preferable least preferable Total Total 291 341 85.3 100.0 100.0 31 9.1 10.7 100.0 73 69 55 21.4 20.2 16.1 25.1 23.7 18.9 46.7 70.4 89.3 63 18.5 Percent Valid Percent 21.6 Cumulative Percent 21.6
rank the casual brand on the basis of preference zara Frequenc y most preferable Valid preferable neutral 48 49 14.1 14.4 16.5 16.8 48.8 65.6 94 27.6 Percent Valid Percent 32.3 Cumulative Percent 32.3
little preferable least preferable Total Total
52
15.2
17.9
83.5
48
14.1
16.5
100.0
291 341
85.3 100.0
100.0
rank the casual brand on the basis of preference - Jack n Jones Frequenc y most preferable preferable neutral Valid little preferable least preferable Total Total 286 341 83.9 100.0 100.0 52 15.2 18.2 100.0 64 77 45 18.8 22.6 13.2 22.4 26.9 15.7 39.2 66.1 81.8 48 14.1 Percent Valid Percent 16.8 Cumulative Percent 16.8
rank the casual brand on the basis of preference levis Frequenc y most preferable preferable neutral Valid little preferable least preferable Total Total 301 341 88.3 100.0 100.0 44 12.9 14.6 100.0 58 45 53 17.0 13.2 15.5 19.3 15.0 17.6 52.8 67.8 85.4 101 29.6 Percent Valid Percent 33.6 Cumulative Percent 33.6
According to the above tables United Colors of Benetton is the most preferred choice of casual wear brand.
Statistics rank the sports brand on the basis rank the sports brand on the basis rank the sports brand on the basis rank the sports brand on the basis
of preference of preference of preference of preference - reebok Valid N Missing Mean Median Mode Std. Deviation Variance Minimum Maximum 48 2.92 3.00 3 1.255 1.575 1 5 50 2.33 2.00 1 1.318 1.738 1 5 52 2.50 2.00 2 1.256 1.577 1 5 62 3.55 4.00 5 1.377 1.896 1 5 293 - nike 291 - puma 289 - fila 279
rank the sports brand on the basis of preference reebok Frequenc y most preferable preferable neutral Valid little preferable least preferable Total Total 293 341 85.9 100.0 100.0 35 10.3 11.9 100.0 70 74 68 20.5 21.7 19.9 23.9 25.3 23.2 39.6 64.8 88.1 46 13.5 Percent Valid Percent 15.7 Cumulative Percent 15.7
rank the sports brand on the basis of preference nike Frequenc Percent y most preferable preferable Neutral Valid little preferable least preferable Total Total 291 341 85.3 100.0 100.0 21 6.2 7.2 100.0 50 63 42 14.7 18.5 12.3 17.2 21.6 14.4 56.7 78.4 92.8 115 33.7 Valid Percent 39.5 Cumulative Percent 39.5
rank the sports brand on the basis of preference puma
Frequenc y most preferable preferable Neutral Valid little preferable least preferable Total Missing System Total 289 52 341 24 89 57 45 74
Percent
Valid Percent
21.7
25.6
26.1 16.7 13.2
30.8 19.7 15.6
56.4 76.1 91.7
7.0
8.3
100.0
84.8 15.2 100.0
100.0
rank the sports brand on the basis of preference - fila Frequenc y most preferable Preferable Valid Neutral little preferable 60 56 17.6 16.4 21.5 20.1 44.8 64.9 32 9.4 11.5 23.3 33 9.7 Percent Valid Percent 11.8 Cumulative Percent 11.8
least preferable Total Missing System Total
98
28.7
35.1
100.0
279 62 341
81.8 18.2 100.0
100.0
According to the above tables and charts, Nike is the most preferred choice of brand in sports wear.
Q17 which of the following influence your choice of brands?
which of the following influence your choice of brand display at store
which of the following influence your choice of brand -
which of the following influence your choice of brand -
which of the following influence your choice of brand past experience
which of the following influence your choice of brand others recommenda tion
free gifts and hoarding and discount offers billboards
Valid N Missing Mean Median Mode Std. Deviation
165 16 1.48 1.00 1 .501
165 16 1.75 2.00 2 .437
165 16 1.91 2.00 2 .288
165 16 1.55 2.00 2 .499
165 16 1.75 2.00 2 .437
Statistics which of the following influence your choice of brand TV/Radio which of the following influence your choice of brand ads in newspaper, magazine Valid N Missing Mean Median Mode Std. Deviation 16 1.85 2.00 2 .361 16 1.77 2.00 2 .422 165 165
which of the following influence your choice of brand - TV/Radio
Percent
Valid Percent
13.8 76.8 90.6 9.4 100.0
15.2 84.8 100.0
which of the following influence your choice of brand - ads in newspaper, magazine
Percent
Valid Percent
21.0 70.2 91.2 8.8 100.0
23.0 77.0 100.0
which of the following influence your choice of brand - display at store Frequenc y yes Valid no Total Missing System Total 85 80 165 16 181 47.0 44.2 91.2 8.8 100.0 Percent Valid Percent 51.5 48.5 100.0 Cumulative Percent 51.5 100.0
which of the following influence your choice of brand - free gifts and discount offers Frequenc y yes Valid no Total Missing System Total 42 123 165 16 181 23.2 68.0 91.2 8.8 100.0 Percent Valid Percent 25.5 74.5 100.0 Cumulative Percent 25.5 100.0
which of the following influence your choice of brand - hoarding and billboards Frequenc y yes Valid no Total Missing System Total 15 150 165 16 181 8.3 82.9 91.2 8.8 100.0 Percent Valid Percent 9.1 90.9 100.0 Cumulative Percent 9.1 100.0
which of the following influence your choice of brand - past experience Frequenc y yes Valid no Total Missing System Total 74 91 165 16 181 40.9 50.3 91.2 8.8 100.0 Percent Valid Percent 44.8 55.2 100.0 Cumulative Percent 44.8 100.0
which of the following influence your choice of brand - others recommendation Frequenc y yes Valid no Total Missing System Total 42 123 165 16 181 23.2 68.0 91.2 8.8 100.0 Percent Valid Percent 25.5 74.5 100.0 Cumulative Percent 25.5 100.0
According to the statistics given, we can infer that Displays at stores and past experiences are the most successful way of creating awareness among the consumers and affect consumer choice in a positive manner though other methods of brand promotion are almost comparable to billboards and hoardings as well.
Q18 Have u switched brands recently? Statistics have you switched brand recently
Valid N Missing Mean Median Mode Std. Deviation
339 2 1.73 2.00 2 .683 .466
Variance Minimum Maximum 1 11
have you switched brand recently Frequenc y yes no Valid 11 Total Missing System Total 1 339 2 341 .3 99.4 .6 100.0 .3 100.0 100.0 102 236 29.9 69.2 Percent Valid Percent 30.1 69.6 Cumulative Percent 30.1 99.7
The results show that most of the customers are loyal to the brands they usually buy.
Q21 what kind of free gifts/offer would you expect when buying apparel?
Statistics what kind of free gifts/offer would you expect when buying apparel Valid N Missing Mean Median Mode Std. Deviation 1 1.40 1.00 1 .728 340
what kind of free gifts/offer would you expect when buying apparel Frequenc y discount gift Valid vouchers accessories Total Missing System Total 49 340 1 341 14.4 99.7 .3 100.0 14.4 100.0 100.0 253 38 74.2 11.1 Percent Valid Percent 74.4 11.2 Cumulative Percent 74.4 85.6
According to the results, discounts are the best way of attracting customers as compared to gift vouchers and accessories.
Q23 where did you see these advertisement?
Statistics where did where did where did where did
you see these you see these you see these you see these advertisemen advertisemen advertisemen advertisemen tnewspaper/m agazine Valid N Missing Mean Median Mode Std. Deviation 5 1.50 2.00 2 .501 5 1.68 2.00 2 .468 5 1.82 2.00 2 .381 5 1.67 2.00 2 .471 336 336 336 336 t - TV/radio t - hoarding t - online
where did you see these advertisement - newspaper/magazine
Percent
Valid Percent
49.0 49.6 98.5 1.5 100.0
49.7 50.3 100.0
where did you see these advertisement - TV/radio Frequenc y Yes Valid No Total Total 108 228 336 341 31.7 66.9 98.5 100.0 Percent Valid Percent 32.1 67.9 100.0 Cumulative Percent 32.1 100.0
where did you see these advertisement - hoarding Frequenc y Yes Valid No Total Total 59 277 336 341 17.3 81.2 98.5 100.0 Percent Valid Percent 17.6 82.4 100.0 Cumulative Percent 17.6 100.0
where did you see these advertisement - online Frequenc y Yes Valid No Total 111 225 336 32.6 66.0 98.5 Percent Valid Percent 33.0 67.0 100.0 Cumulative Percent 33.0 100.0
Missing System Total
5 341
1.5 100.0
Q24 Does it influence your shopping choice? Statistics does it influence your shopping choice Valid N Missing Mean Median Mode Std. Deviation 5 1.39 1.00 1 .489 336
does it influence your shopping choice Frequenc y Yes Valid No Total Total 204 132 336 341 59.8 38.7 98.5 100.0 Percent Valid Percent 60.7 39.3 100.0 Cumulative Percent 60.7 100.0
Majority of the customers are not influenced by the advertisements they come across related to any clothing brand.
Q25 Do u search before going to shopping ?
Statistics do you research prior going to shopping Valid N Missing Mean Median Mode Std. Deviation 0 1.62 2.00 2 .486 341
do you research prior going to shopping Frequenc y Yes Valid No Total 130 211 341 38.1 61.9 100.0 Percent Valid Percent 38.1 61.9 100.0 Cumulative Percent 38.1 100.0
The pie chat shows that most people do not research before going to shopping.
Q27 Rate the factor when buying branded clothes .
Statistics rate the factor when buying branded clothes - fit rate the factor when buying branded clothes styling Valid N Missing Mean Median Mode Std. Deviation 27 1.97 1.00 1 1.407 23 2.36 2.00 1 1.319 30 2.63 2.00 2 1.328 34 2.84 3.00 2a 1.367 26 2.46 2.00 1 1.508 314 318 rate the factor when buying branded clothes color 311 rate the factor when buying branded clothes variety 307 rate the factor when buying branded clothes fabric quality 315
a. Multiple modes exist. The smallest value is shown
rate the factor when buying branded clothes - fit
Frequenc y most important important Neutral Valid less important least important Total Missing System Total 314 27 341 32 31 38 24 189
Percent
Valid Percent
55.4
60.2
11.1 7.0 9.4 9.1
12.1 7.6 10.2 9.9
72.3 79.9 90.1 100.0
92.1 7.9 100.0
100.0
rate the factor when buying branded clothes - styling Frequenc y most Valid important important 80 23.5 25.2 60.4 112 32.8 Percent Valid Percent 35.2 Cumulative Percent 35.2
Neutral less important least important Total Missing System Total
51 49 26
15.0 14.4 7.6
16.0 15.4 8.2
76.4 91.8 100.0
318 23 341
93.3 6.7 100.0
100.0
rate the factor when buying branded clothes - color Frequenc y most important important Neutral Valid less important least important Total Missing System 311 30 91.2 8.8 100.0 56 35 16.4 10.3 18.0 11.3 88.7 100.0 90 54 26.4 15.8 28.9 17.4 53.4 70.7 76 22.3 Percent Valid Percent 24.4 Cumulative Percent 24.4
Total
341
100.0
rate the factor when buying branded clothes - fabric quality Frequenc y most important important neutral Valid less important least important Total Missing System Total 315 26 341 92.4 7.6 100.0 100.0 48 48 14.1 14.1 15.2 15.2 84.8 100.0 63 30 18.5 8.8 20.0 9.5 60.0 69.5 126 37.0 Percent Valid Percent 40.0 Cumulative Percent 40.0
rate the factor when buying branded clothes - variety
Frequenc y most important important neutral Valid less important least important Total Missing System Total 166 15 181 24 13 48 42 39
Percent
Valid Percent
21.5
23.5
26.5 23.2 13.3 7.2
28.9 25.3 14.5 7.8
52.4 77.7 92.2 100.0
91.7 8.3 100.0
100.0
According to results, we can easily see that Fit of the clothes is the most important factor when buying branded clothes.
CROSS TABULATION 1. HOW UPDATED DO CONSUMERS FEEL ABOUT FASHION AS PER AGE
Case Processing Summary Cases Valid N nt how updated do you feel about fashion * Age Group 332 Perce nt 97.4% 9 Missing N Perce nt 2.6% % 341 100.0 Total N Perce
How updated do you feel about fashion * Age Group Cross tabulati
Age Group 18-25 26-40 above C 14 4 2 l 41
Tota
20
ount not at all within Group C 37 ount little within Group C 79 ount how updated do you feel about fashion 21 19 119 Age % 15.3% 16.7% % % 13.9 15.4 9 5 51 Age % 5.8% 7.4% 5.6% 6.0%
neutral Age
% 32.6%
38.9% % %
52.8
35.8
within Group
C 81 ount updated within Group C 31 ount highly updated within Group Total C 242 ount Age % 12.8% Age % 33.5%
12
100
22.2% % %
19.4
30.1
42
14.8% %
8.3%
12.7
54
36
332
% 100.0% within Group Age
100.0% 0% 0%
100.
100.
Case Processing Summary
Symmetric Measures Value Std. Error Interval Interval Ordinal Ordinal Correlation N of Valid Cases a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation. 332 by by
a
Asymp. .T
b
Approx Sig. -1.254
Approx.
Pearson's R Spearman
-.069
.052
.211c .145c
-.080
.053
-1.461
INFERENCE: People who feel most updated about fashion are in the age group of 18-25 and those who feel least updated fall in the age group of 41 and above. The Pearsons correlation is approx 7 % and Spearman correlation is approx 8%. This shows a little relationship between the two variables .The reason for comparing the 2 variables is to know how updated people of different age are about fashion amongst the various chosen age groups. 2. HOW MUCH DO CONSUMERS SPEND ON BRANDED APPARELS AS PER HOUSEHOLD INCOME
Cases Valid N nt how much do you generally spend while shopping for clothes in a single visit * household monthly income 295 Perce nt 86.5% 46 Missing N Perce nt 13.5% % 341 100.0 Total N Perce
Symmetric Measures
Value Std. Errora Interval by Interval Ordinal by Ordinal Correlation N of Valid Cases 295 .316
Asymp. . Tb .056 Sig.
Approx
Approx.
5.693
.000c .000c
.311
.056
5.598
I NFERENCE : This comparison has been done to establish the relationship between household monthly income and the amount of income spent on shopping for buying branded apparel. This is to know the discretionary spending of households. The analysis shows the maximum number of people from target population falls below the Rs 40000 category and also maximum no of people spend 20003000 rs on shopping. The correlation coefficient is significantly high . This shows theres high relation between the two variables. The highest combination found is that of people whose incomes are above 150000 and spend more than 5000 on shopping.
3. PREFERENCE FOR LOCAL BRANDS AS PER GENDER Case Processing Summary
Cases Valid N t do you sometimes also go for local brands for clothing * Gender 333 Percen t 97.7% 8 Missing N Percen t 2.3% % 341 100.0 Total N Percen
do you sometimes also go for local brands for clothing * Gender Crosstabulation Gender Male e Count yes Gender do you sometimes also go for local brands for clothing no Gender Total Count 188 145 333 Count % within 59 31.4% 17 11.7% 76 22.8% % within 129 68.6% 128 88.3% 257 77.2% Femal Total
Gender
% within % %
100.0 %
100.0
100.0
Symmetric Measures Value Std. Errora Interval by Interval Ordinal by Ordinal Correlation N of Valid Cases Pearson's R Spearman -.232 -.232 Asymp. x. Tb .049 .049 Sig. -4.344 -4.344 Appro
333
INFERENCE: The reason for this comparison is to know the habits of different gender male or female in case of their preference for local brands. The analysis shows that when it comes to preferring local brands both male and female have similar responses. But out of these people who say they do not go for local brands the proportion of men is very high as compared to women. The correlation coefficient also shows the same that there is high negative relation between the two variables.
4. BRAND SWITCHING BASED ON PERSONALITY CHARACTERISTIC(Experimental or conserving) Case Processing Summary Cases Valid Missing Total
N nt how would you rate yourself on the basis of given personality traits - exp:cons * have you switched brand recently 309
Perce nt 90.6%
Perce nt
Perce
32
9.4% %
341
100.0
how would you rate yourself on the basis of given recently personality traits - exp:cons * have you switched brand brand recently Crosstabulation Count highly experimenting % within have % % you switched brand recently Count Experimenti ng % within have % % you switched brand recently Count % within have % % you switched brand recently Count % within have % % you switched brand recently Count highly conservative % within have % % you switched brand recently Conservative Neutral
have you switched l yes 14 15.7 % 28 31.5 0% 27 30.3 % 14 15.7 % 6 6.7 % no 38 17.4 % 70 32.0 % 57 26.0 % 39 17.8 % 15 6.8 % 0 0.0 0 0.0 0 0.0 1 100. 11 0 0.0
Tota
52 16.8
99 32.0
84 27.2
how would you rate yourself on the basis of given personality traits - exp:cons
53 17.2
21 6.8
Count Total % within have 0% 0% you switched brand recently
89 100. 0%
219 100. 0%
1 100.
309 100.
Symmetric Measures Val ue Interval by Interval Ordinal by Ordinal Correlation Std. Errora ox. Tb Asymp. ox. Sig. .040 -.495 .621c .822c Appr Appr
Pearson's R .028 Spearman .013
.056
-.225
N of Valid Cases
309
a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation.
INFERENCE: There is significant negative correlation between the two variables suggesting that as respondents become more conservative they switch less brands . 5. PRIOR RESEARCH BASED ON PERSONALITY TRAITS Case Processing Summary Cases Valid N nt how would you rate yourself on the basis of given personality traits - trust:susp * do you research prior going to shopping 313 Perce nt 91.8% 28 Missing N Perce nt 8.2% % 341 100.0 Total N Perce
how would you rate yourself on the basis of given personality traits - trust:susp * do you research prior going to shopping Crosstabulation do you research prior going to shopping yes Count highly trusting % within do you research prior going to shopping Count trusting % within do you 26 23.6% % 24 21.8% % 22 20.0% % 12 10.9% % 110 100.0% 0% 203 100.0% 313 100. 24 11.8% 36 11.5 42 20.7% 64 20.4 35 17.2% 59 18.8 23.6% % 54 26.6% 80 25.6 23.6% 23.6 26 l no 48 74 Tota
research prior going to shopping how would you rate yourself on the basis of given personality traits - trust:susp neutral Count % within do you
research prior going to shopping Count suspicious % within do you
research prior going to shopping Count highly suspicious % within do you research prior going to shopping Count Total % within do you research prior going to shopping
Symmetric Measures Value Std. Errora Interval by Interval Ordinal by Ordinal Correlation N of Valid Cases a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation. INFERENCE: The above analysis shows that there is no significant relation between the two variables as correlation is close to 0. 313 -.002 Asymp. . Tb .056 Sig. -.029 .977c .952c Approx Approx.
-.003
.056
-.060
6. USUAL PURPOSE FOR GOING TO SHOPPING BASED ON PERSONALITY TRAITS
Case Processing Summary Cases Valid N nt Perce nt Missing N Perce nt Total N Perce
how would you rate yourself on the basis of given personality traits - adap:rigid * usual purpose while going for shopping
303
88.9%
38
11.1% %
341
100.0
Symmetric Measures Value Std. Errora Interval by Interval Ordinal by Ordinal Correlation N of Valid Cases a. Not assuming the null hypothesis. 303 .054 Asymp. . Tb .056 Sig. .947 .344c .273c Approx Approx.
.063
.057
1.098
b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation.
INFERENCE:- The above two variables have been compared to tell the usual purpose of going to shopping .Our previous analysis showed that highest frequency is of the label Need. There is very less correlation between the two .But cross table suggests that people who are adaptable go for the purpose of need the most .
7. LAST SHOPPING EXPERIENCE- BASED ON OCCUPATION
Case Processing Summary Cases Valid Missing Total
N nt last time you went for shopping apparel * Occupation 324
Perce nt 95.0%
Perce nt
Perce
17
5.0% %
341
100.0
last time you went for shopping apparel * Occupation Crosstabulation Occupation Busi ness Count this week Occupation % within % 3% Count this month last time you went for shopping apparel last month Occupation Occupation % within % 2% Count % within % 9% Count before last month Occupation % within % 6% Count Total Occupation % within 0% .0% 1.8 9% 55 100. .0% % % 97 100 18. 15. 8% 151 100 .0% 21 100.0 324 100 23.8 14. 45.5 2% 18 32.7 4% 1 % 18 % 29 29. 40. 27. 6% 55 36. 6% 24 5 48 7 33.3 109 33. 33.3 34. vice dent 11 20.0 5% 25 39 Ser ewife 11 11. 31 20. 0% 41 7 112 2 9.5% 55 17. al Stu Hous Tot
Symmetric Measures Value Std. Error Interval by Interval Ordinal by Ordinal Correlation N of Valid Cases a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. c. Based on normal approximation. 324
a
Asymp. .T
b
Approx Sig. 2.043
Approx.
.113
.052
.042c .065c
.103
.054
1.850
INFERENCE:- The above two variable are highly related as correlation is close to 1 . The highest combination is of those people who are from service background and go for monthly shopping.
Paired Samples Statistics Mean rank the sports brand on the basis of preference - nike Pair 1 rate the factor when buying branded clothes - fabric quality rank the formal brand on the basis of preference - van Pair 2 heusen rate the factor when buying branded clothes - fit rank the casual brand on the basis of preference - UCB Pair 3 rate the factor when buying branded clothes - styling 2.27 166 1.340 .104 2.46 166 1.273 .099 2.08 166 1.526 .118 2.59 166 1.186 .092 2.28 166 1.413 .110 2.33 N 166 Std. Deviation 1.290 Std. Error Mean .100
Paired Samples Correlations N rank the sports brand on the basis of preference - nike & Pair 1 rate the factor when buying branded clothes - fabric quality rank the formal brand on the basis of preference - van Pair 2 heusen & rate the factor when buying branded clothes - fit 166 .346 .000 166 Correlation .436 Sig. .000
rank the casual brand on the Pair 3 basis of preference - UCB & rate the factor when buying branded clothes - styling
166
.341
.000
Pair 1 shows the relationship between the most preferred Brand in Sports wear that is NIKE with the one of the most important factor Quality influencing the buying decision of the respondents. We have taken the following hypothesis; Ho = Brand Nike and Quality of the cloth are not related H1= Brand Nike and Quality of the cloth are related Level of significance being 0.05% From the above result, we get the P value as .667
.667> 0.05 We reject the Null Hypothesis and accept the alternate hypothesis conclude that Pair 1 is related. Pair 2 shows the relationship between Most preferred formal Brand VanHeusan and Fit as an imp. Factor for influencing consumer choice. From the result, we get the value as 0.00 0.00< 0.05 Thus, we dont reject the null hypothesis and therefore they are not related.
Pair 3 shows the relationship between most preferred casual brand UCB and Styling as an important factor influencing consumer choice. From the above result,We get the P value as.100 .10>0.05 Thus , we reject the Null hypothesis and accept the alternate hypothesis. Therefore Par 3 is related. Also, Pair one being highly correlated being close to 1 as .431 is the correlation between them.
LIMITATIONS OF THE RESEARCH
The research process is expensive and at times the benefits may be lesser than the cost. It takes a long period of time to arrange and conduct.
Some respondents give biased responses when face to face with a researcher, for example, people who generally selected "Branded clothing" might have selected "non branded" otherwise.
Question order biases another limitation that prevents the result from being completely accurate. Questionnaire are standardized so it is not possible to explain any points in the question that participant might misinterpret, for eq. the ranking question was misinterpreted by many as rating.
Respondents might answer superficially especially if the questionnaire takes a long time to complete. This limitation is quiet significant for this research as the questionnaire was lengthy.
Open ended questions generate a lot of data which is sometimes difficult to analyze and interpret. Some respondents might not be willing to give answers to certain questions, for example their personal details like phone number or salary hampering the demographic analysis.
Respondents may simply ignore some questions due to lack of interest or time or understanding. Constant sum was one such question that was ignored or incorrectly filled by many.
Some questions may be difficult to understand due to language barriers thus hampering the analysis. For example, most of the ranking questions were filled as rating question by few.
Respondents may ignore certain questions Field workers tend to get confused themselves regarding the information questionnaire is seeking to comprehend. In spite of conducting pilot survey, questionnaire had a few problems relating to the language interpretation, level of difficulty in comprehension and inadequate choices. Research problem was difficult to state as the topic Branded Apparels consists of a lot of sub categories and can be looked at from various perspectives. The research requires investigation in greater depth and every aspect to be keenly studied. Some scales could not be analyzed due to inability of getting accepted by the software used for the research.
Questionnaire addresses some evaluation methods that may occur after the event thus leading to inability to recall important issues. For example, When was the last time you went for shopping branded apparels? Not everybody remembers or recalls the answer to this problem.
Due to length of the questionnaire being way too extensive some very important issues of the current environment could not be touched, with one being Online Retailing.
The sample chosen to conduct the survey was very diversified thus making the demographic profiling very tough.
APPENDIX
QUESTIONNAIRE
1. What do you usually do in your free time/weekends? 1.1 Watch movies 1.2 Reading 1.3 Shopping 1.4 Partying 1.5 Eat out 2. How often do you hangout with your friends? 2.1 Daily 2.2 Weekends 2.3 Occasionally 2.4 Rarely 3. What according to you is the most important aspect of a persons personality? 3.1 Communication skills
3.2 3.3 3.4 3.5
Appearance Knowledge Friendly behavior Non-verbal skills (gestures, body language, voice tone etc.)
4. What out of these would you do for personality enhancement? 4.1 Change your way of clothing 4.2 Read books/magazines 4.3 Beauty Enhancement 4.4 Gyming / Yoga 5. How would you rate yourself on the basis of given personality traits? Introvert 1 2 3 4 5 Adaptable 1 2 3 4 5 Spendthrift 1 2 3 4 5 Experimenting 1 2 3 4 5 Trusting 1 2 3 4 5 (tick appropriately) Extrovert Rigid Miser Conservative Suspicious
6. How updated do you feel about fashion? (tick appropriately : 1-low; 5-high) 1 2 3 4 5
7. If you decide on changing your way of clothing, what would you prefer doing?(rate your preference with 1 being least preferable and 5 being most preferable) 7.1 Refer to a stylist/magazine 7.2 Buy expensive clothes 7.3 Ask for your friends opinion 7.4 Buy better quality clothes 7.5 Widen your color range 8. Which of the following do you prefer while buying apparels? 8.1 Branded 8.2 Non Branded 9. Where do you generally buy your clothes from? (Tick the appropriate options) 9.1 9.2 9.3 9.4 9.5 Mall Departmental outlets selling multiple brands Retail outlets selling exclusive brands Online Others (please specify) _______________________________ 9.2
10. How often do you go for shopping? 10.1 weekly
10.2 10.3 10.4 10.5
Monthly Once in 3 months Once in 6 months Yearly
11. When was the last time you went shopping for branded apparels? 11.1 This week 11.2 This month 11.3 Last month 11.4 Before last months 12. Your latest shopping experience was a good experience because of:- (tick approprately 1=Strongly disagree; 2=Disagree; 3=Neutral; 4=Agree; 5=Strongly agree) Good Crowd Store Service Store atmosphere Store layout Flexibility in alterations Location Convenience 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5
13. Do you sometimes also go for local brands for clothing? 13.1 Yes 13.2 No 14. How much do you generally spend while shopping for clothes per visit? 14.1 Less than Rs.1000 14.2 Rs. 1000-2000 14.3 Rs.2000-3000 14.4 Rs.3000-4000 14.5 Rs.4000-5000 14.6 More than Rs.5000 15. What is your purpose while going for shopping? 15.1 Need 15.2 Occasion 15.3 Recreation 15.4 Sale or discount 15.5 External Influence 15.6 Any others, ________ 16. Rank the following brands based on how much you prefer the brand and likeliness to wear (1-most preferable; 5-least preferable)
Formal wear Louis Philippe Van Huesen Allen Solly Blackberry Peter England
Casual wear United Colors of Benetton US Polo Assn. ZARA Jack n Jones/Vero Moda/Only Levis
Sports wear ADIDAS Puma Nike Reebok Fila
17. Which of the following influence your choice of brands? 17.1 TV/Radio advertisements 17.2 Ads in newspapers and magazines 17.3 Displays at stores 17.4 Hoardings and Billboards 17.5 Free gifts and Discount offers 17.6 Recommendation by others (friends/relatives) 17.7 Past experiences 17.8 Others (please specify) ____________________ 18. Have you switched brands recently? 18.1 Yes 18.2 No 19. If yes, what was the reason? __ __ __ __ __ __ __ __ __ ____ __ __ __ __ __ __ __ __ ____ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ ____ __ __ __ __ __ __ __ __ ____ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ ____ __ __ __ __ __ __ __ __ ____ __ __ __ __ __ __ __ __ __ 20. On the basis of the importance you give to each of the following characteristics while buying apparels, divide 100 into the following categories. Branded Clothes Price Quality Brand name Latest design Discounts / Offers Accessibility/Availability TOTAL
100
21. What kind of free gifts or offers would you expect when buying apparels 21.1 Discount 21.2 Gift vouchers 21.3 Accessories 21.4 Any other (please specify) _______________________ 22. Mention any 2 apparel brands whose advertisements you can recall in the past one month. _______________________________________________________
_______________________________________________________ 23. Where did you see these advertisements? 23.1 Newspaper/Magazine 23.2 TV/Radio 23.3 Online 23.4 Hoarding 23.5 Others (please specify) _____________________ 24. Does it influence your shopping choice? 24.1 Yes 24.2 No 25. Do you research prior to going shopping? 25.1 Yes 25.2 No 26. If yes, where do you go search for it? 26.1 Internet 26.2 Magazines 26.3 Newspaper 26.4 Friends or acquaintances 26.5 Local dealers 27. When buying branded clothes, which is the most important factor? (1=most important ; 5=least important) Fit Color Styling Variety Fabric Quality
Demographics Name: _____________________________ Age: _____________________________ Marital Status: _____________________________ Education: _____________________________ Occupation: _____________________________ Contact no: _____________________________ 28. What is the most likely category you fall into, as per your household monthly income? 28.1 <40000 28.2 40000-60000 28.3 60000-80000 28.4 80000-100000 28.5 100000-120000 28.6 120000-150000 28.7 >150000

Research On Branded Apparels

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RESEARCH ON BRANDED APPARELS- ANALYSIS OF CONSUMER PREFERENCES

Q2 How often do you hangout with your friends?

Q3 What according to you is the most important aspect of persons personality?

Q4 Which of these would you do for personality enhancement?

rigid highly rigid Total Missing System Total

20.2 7.3 91.5 8.5 100.0

22.1 8.0 100.0

Q6 How updated do you feel about fashion?

Valid N Missing Mean

Median Mode Std. Deviation

Q8 which of the the following do you prefer while buying apparels?

Q9 where do you generally buy your clothes from ?

where do you generally buy your clothes from - online

Cumulative Percent 13.6 100.0

13.5 85.6 99.1 .9 100.0

13.6 86.4 100.0

Q10 how often do you go for shopping?

Median Mode Std. Deviation

a. Multiple modes exist. The smallest value is shown

Total Missing System Total

Q12 Your last shopping experience was good because?

Frequenc y 1 2 3 Valid 4 5 Total Missing System Total 68 16 166 15 181 6 20 56

Cumulative Percent 3.6 15.7 49.4 90.4 100.0

3.3 11.0 30.9 37.6 8.8 91.7 8.3 100.0

3.6 12.0 33.7 41.0 9.6 100.0

Q13 Do you sometimes also go for local brands for clothing?

Majority of the respondents spends in the range of 2000-4000.

Q15 what is your usual purpose while going for shopping?

Recreation sale or discount external influence 6 Total Missing System Total

20.5 13.2 2.9

21.1 13.6 3.0

82.8 96.4 99.4

.6 97.4 2.6 100.0

rank the formal brand on the basis of preference - peter england

Cumulative Percent 14.5

11.4 21.7 16.7

13.4 25.5 19.7

27.9 53.4 73.1

85.0 15.0 100.0

rank the casual brand on the basis

rank the casual brand on the basis

rank the casual brand on the basis

rank the casual brand on the basis

rank the casual brand on the basis

Mean Median Mode Std. Deviation Variance Minimum Maximum

2.42 2.00 1 1.287 1.657 1 5

2.72 3.00 2 1.288 1.658 1 5

2.70 3.00 1 1.487 2.212 1 5

2.96 3.00 3 1.336 1.784 1 5

2.60 2.00 1 1.465 2.147 1 5

little preferable least preferable Total Total

rank the sports brand on the basis of preference puma

Cumulative Percent 25.6

26.1 16.7 13.2

30.8 19.7 15.6

56.4 76.1 91.7

84.8 15.2 100.0

least preferable Total Missing System Total

81.8 18.2 100.0

Q17 which of the following influence your choice of brands?

which of the following influence your choice of brand display at store

which of the following influence your choice of brand -

which of the following influence your choice of brand -