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C o n s u m e r B u y i n g B e h a v i o r o f J e a n s a n d T- s h i r t s
A Report Submitted by
S.ANUSHA NADIU
PGDM 2010-2012
BACHUPALLY, HYDERABAD
(2009-2011)
Consumer buying behavior of Jeans and T-shirts
Executive Summary
I decided to have a market research on jean and t-shirt buying behavior of consumers of
Hyderabad city. This study was carried out to determine different factors affects the purchase
decision for jeans and t-shirts, consumer preferences for different brands, and ways to effectively
influence consumer decisions. During the event I decided to get feedback from customers who
normally visit various types of outlets for the purchase, so that appropriate primary data can be
collected through questionnaire.
Consumer buying behavior of Jeans and T-shirts
Introduction
In determining the Buyer behavior of Jeans and T-shirts, we have taken Buyer behavior
stimulus response model to determine the buyer decision making process towards jeans and t-
shirts and how buyer characteristics will be affected by the marketing stimuli and how the Buyer
responses change in taking purchase decision. A well-developed and tested model of buyer
behavior is known as the stimulus-response model, which is summarized in the diagram below:
In the above model, marketing and other stimuli enter the customers “black box” and produce
certain responses. Marketing management must try to work out what goes on the in the mind of
the customer – the “black box”. The Buyer’s characteristics influence how he or she perceives
the stimuli; the decision-making process determines what buying behavior is undertaken.
Consumer buying behavior of Jeans and T-shirts
Research objectives
Objectives of the study are:
Methodology:
Method of Data Collection:
Primary data was collected through survey. The questionnaire was prepared asking
respondent about their purchase behavior towards jeans. The basic research
instrument used is a questionnaire. The questionnaire was sent through mail to all
the VJIM students in Hyderabad. The questionnaire is a mixed bag of open ended
and closed ended questions. The questionnaires were either filled by the
respondents themselves or were dictated by the respondents. The respondent was
free to give his opinion on the questions.
Data search:
The survey was conducted outside shopping malls, multiplexes and in Vignan Jyothi
Institute of Management.
Sample Design
Only those wearing jeans and T-shirts were taken as respondents, so non-
probability judgment sampling is employed 40 respondents were surveyed for
research.
Sample Profile:
Gender no percent
Consumer buying behavior of Jeans and T-shirts
Male 22 55%
Female 18 45%
Occupation
Students 34 85%
Employees 6 15%
Age
Range No
Up to 20 4
21 to 25 30
25 to 30 6
Research design
The primary data was obtained from the respondents, using a questionnaire.
The data collected was evaluated manually. Percentage was used to
estimate the proportion for various aspects under consideration. Microsoft
Excel was used to depict graphical representations of the analytical
inferences and tabulations.
c. Analysis procedures
We are making different conclusions based upon the Questionnaire responses and next is what
factors mainly influence the Buyer Behavior using Ranking method by taking mean of
the factors .I focused on which type of promotions mostly affects the Buyer Behavior and what
kind of advertisements affects the Buyer characteristics using comparative mean method. Finally
based on the consumption pattern I analyzed which type of customers prefers which type of
place to buy their Jeans and T-shirts.
Results:
The result showed that there is no significant difference between the buying behavior of
consumers between Jeans and T-shirts. I took the sample of 40 respondents and based upon their
responses we collected some data depicting their preferences among different factors for Jeans
and T-shirts.
Limitations of the methodology:
a)This being a judgment sampling, the analysis may not be the true picture
of the target population.
Global marketplace is going through drastic changes and industry players find their marketing
playbook becoming obsolete. Market today consists of hundreds of salesmen, all pushing their
products which are similar in nature and shoppers keep moving from store to store, bargaining.
The prices fall eventually, a decision taken by the business owners hoping for a lasting
relationship with the consumer. There is an increase in the amount of disposable income of the
people, and media has created a change in their lifestyle. Despite consumers tend to spend more,
marketers are finding it difficult to maintain or increase their
wallet share due to globalization and cut-throat competition.
But successful products touch the customer emotionally. A
clear understanding of the customers’ psychology is essential
for companies to sustain themselves in the market. Businesses formulate their strategies in such a
way that the productConsumer buying
become more behavior
appealing to theofconsumers,
Jeans andand
T-shirts
turns an ordinary shopper
into a long term consumer. Brands plan their marketing
Various components are used in the marketing plans of a business; advertising, promotion,
packaging, media weight level, sales force number etc. But, the number of inputs and the
resulting outcome in terms of sales or profit is the workhorse. Marketing mix modeling is the art
of using statistical analysis on sales and marketing to estimate and manipulate various
promotional tactics on sales, and further forecast the result of promotional tactics.
Price:In case of apparels, especially in Jeans, price is not of big importance. Gone are the times
when companies competed on price. Service is the key today which will shift to focus on
personality in the future. Innovative designs are no longer a competitive advantage. New
sketches are transformed into garments and make their way in store shelves within a span of
three weeks. New disposable fashion has shortened the product development cycle from 16
months to 20 days.
Product:Product not only refers to tangible items but also to intangible attributes such as brand
name and customer service. Earlier it was believed that a good product will sell itself. In today’s
competitive market, there is no such commodity as bad product. So, manufacturers must focus
on creating a product or service that will satisfy the demands of the consumers. The product
characteristics must be defined with functionality, quality, appearance, brand service, support
and warranty.
Good marketing mix is like an appetizing food recipe. The key for a successful strategy is the
right combination of ingredients to get the right taste of food. The key ingredients of a successful
marketing mix modeling such as product, price, place, and promotion needs to be combined in
the right way, and in the right time for an appropriate marketing of a product.
The first stage of understanding buyer behavior is to focus on the factors that determine he
“buyer characteristics” in the “black box”. These can be summarised as follows:
Consumer buying behavior of Jeans and T-shirts
Social classes are relatively homogeneous and enduring divisions in a society, which are
hierarchically ordered and whose members share similar values, interests and behavior. Social
classes reflect not only, income but other indicators such as occupation, education and area of
residence. Social classes differ in speech patterns recreational preferences and many
characteristics. Social classes have several characteristics. First, those within each class tend to
behave more alike than persons from two different social classes. Second, Person is perceived as
occupying inferior or superior position according to social class. A cluster of variables indicates
third, social classes. For example, occupation, income wealth, education and value orientation
Consumer
rather than by any single buying
variable. behavior
Fourth, of Jeans
individuals and T-shirts
can move up or down the social class
ladder during their lifetimes. A consumer behavior is influenced by social factors such as
reference group, family and social roles and statues.
Reference Group :
A reference group consists of all the groups that have a direct (face to face) or indirect
influence on person's attitude or behavior. Groups, which have a direct influence on person, are
called membership groups. Some membership groups are primary groups , such as family,
friends, neighbors, and co- workers, with whom the person interacts fairly continuously and
informally. People also belong to secondary groups, such as religious, professional and trade
union groups, which tend to be more formal and require less continuous interaction. People are
significantly influenced by their reference groups in at least three ways. Reference groups
expose an individual to new behaviors and lifestyles and influence product and brand choices.
Marketers try to identify target customers reference groups. However level of reference group
influence varies among products and brands.
Family :
The family is the most important consumer- buying organization in society, and family
members constitute the most influential primary reference group. A more direct influence on
everyday buying behavior of an individual is of one's spouse and children. Marketers are
interested in the roles and relative influence of the husband, wife and children in the purchase of
a variety of products and services. These roles vary widely in different countries and social
classes.
Roles and Status :
A person participate in many groups family, clubs, organizations. The person's position in each
group can be defined in terms of role and status. A role consists of activities that a person is
expected to perform. Each role carries a status. A supreme court justice has more status than a
sales manager and a sales manager has more status than an officer clerk. People choose products
that communicate their roles and status in the society. Marketers must be aware of the status
symbol potential of products and brands.
Influence its member’s purchases and consumption pattern. For example, one consumer may
place a high value on achievement and may demonstrate success with symbols of luxury and
prestige. Culture not only influences consumer behavior, it reflects it. The preponderance of
exercise machines, fitness club, skin care lotions, diet foods, and low fat products reflects the
emphasis. Indian youth places on fitness. Culture is therefore a mirror of both values and
possessions of its members.
T-shirts purchase, and basically all these can be summarized under intrinsic and extrinsic
categories. We have summarized the criteria that influence consumers’ evaluation of apparel
(Jeans and T-shirts) products in into 9 extrinsic and 14 intrinsic attributes (Table 1).
Summary of findings from the study of clothing(Jeans and T-shirts) choice criteria
Consumer buying behavior of Jeans and T-shirts
Results found that fit; comfort, style, color and workmanship were the most important attributes
for Indian consumers in buying Jeans and T-shirts. Although there are many studies having
investigated the clothing (Jeans and T-shirts) choice criteria, investigation on the relationship
between these criteria and consumer decision-making behavior is still lacking.
Analysis Procedure
Conjoint analysis for the selection of attributes
From the conjoint analysis I rank the attributes on the basis of the customer preference. From
the group of forty respondents we concluded that comfort the most proffered factor when
they make a purchase decision.
Consumer buying behavior of Jeans and T-shirts
We can find out there is no much difference between the attributes that the customers
considered as important. The respondents whose age varies from 17 to 29 selected brand
name as the least factor when they make a purchase. Respondents believe that comfort,
quality and deign are the important factors which can influence their purchasing decision.
We can conclude that the respondents in the age group of 17 to 29 are not bothered about the
brand. They are more conscious about the quality and the fashion of the product they
purchase.
When relating the purchase pattern of the t-shirts with that of the place of
purchase. It can be concluded from the response given by respondents that most of
the customers (male and female) belonging to the segment (501-1000), nearly
about 80% of them intend buying
Consumer to make a purchase
behavior of Jeansinand
shopping
T-shirts malls. It can be
observed that both the female and male customers belonging to the segment
(>1000) are intended to buy in company outlets .Male customers belonging to the
segment (<250) are intended to buy in local outlets where as the other not. The
majority of the respondents show a liking towards sales promotions. From this we
can conclude that the respondents who prefer malls and factory outlets expect
sales promotions like discounts and free gifts.
The above graph shows the frequency of purchase of T shirts by the respondents. It
has been concluded that majority of the respondents in the segment (251-500)
usually prefer to make a purchase once in every 6 months. From these graph it is
evident that the respondents who spends more for t shirts would not make
purchase frequently. We can conclude from this graph that among youngsters
(respondents of age group 17- 29) frequently buy low cost T shirt and they are not
showing any brand consciousness. They are more concerned about the comfort and
the trend of the T shirt.
What attracts consumer in buying a new t-shirt:
Consumer buying behavior of Jeans and T-shirts
It is here by inferred from the respondent's reply that most of the customers who
belong to the cluster of <250 and 251 - 500 will make a purchase based on the
discount factor as the primary and secondly brand name for male and
advertisement for female .Where as the other factors like purchasing based on the
type of endorser and design of the t-shirt are considered to be very less while
making a purchase decision. The cluster group 501 - 1000 consider brand name and
discount/offers to more or less same extent while concluding about the purchase of
a t-shirt. the other group 1000 and above consider the factors like brand name,
endorser and discount factors for making a particular decision.
Consumer buying behavior of Jeans and T-shirts
Our analysis on the customer preference on the location reveals that 84% of the respondents
make purchase from shopping malls and they are ready to spend an amount ranges from 500
to 1000. It has been concluded that very less number of respondents preferred exclusive
show rooms and factory outlets except the segment >1500. The analysis reveals that majority
of the respondents are not preferring online shopping and a very few number of respondents
prefer costly jeans (cost more than 1500).
Consumer buying behavior of Jeans and T-shirts
Our another analysis shows that about 50 % (500-1000 and 1000-1500) prefer discounts.
From this we can conclude that may be the availability of sales promotions in malls makes
that one of the hot spot for shopping.
The respondents are mostly interested in the discount offers offered by the companies where
as the female respondents are interested in lucky draws and tour packages. Male respondents
also interested in lucky draws and tour packages but to a smaller extent. The segment >1500
are interested in tour packages to a larger extent, so the consumers who are under the
segment <500 buy more when the companies offer discounts rather than any other promotion
tools and the customers who are under the segment >1500 buy more when the companies use
lucky draws and tour packages.
The survey tells that none of the respondents didn’t show interest in online shopping and
didn’t get any information regarding jeans online. Every segment showed interest in getting
information from family/friends and television. These segments the 500 to 1000 segment got
most of the information from television, family/friends and print media. Whereas the
segment 1000 to 1500 got most of the information from friends/family, the segments of <500
and above 1500 were not at all influenced by television
Consumer buying behavior of Jeans and T-shirts
The print media had a minor configuration in four segments that is <500,500 to 1000, 1000
to 1500 and >1500.The respondents showed more interest in discounts. They consulted more
with family and friends so they got much of the information from them and those
advertisements on discounts in television made these two to get more information.
QUESTIONNAIRE
Dear friends,
As a part of my CIS I would like to gather some information from you which will help
me in depth of my CIS. I would be obliged if you co-operate with me in filling the questionnaire.
Name:
Age:
Gender:
Occupation:
a) Yes
b) No
3) What brand of T-Shirts do you usually buy and why?(you can choose more
than one)
a) Reebok
b) Proline
Consumer buying behavior of Jeans and T-shirts
c) Levis
e) Others specify_______________.
4) What type of T-Shirts do you like? You can choose more than one
a) Round neck
b) Polo T-Shirts
c) Long sleeved
d) Embroidery
e) Printed
5) Rate these factors according to your order of ranking before buying t-shirts
(1-highest,8-lowest)
a) Durability -----------------------------------------
b) Variants -----------------------------------------
c) Design ------------------------------------------
d) Price -----------------------------------------
e) Comfort --------------------------------------------------
f) Trendy -------------------------------------------------
g) Quality --------------------------------------------------
a) Brand name
b) Brand endorsements
c) Discounts or offers
d) Advertisements
Consumer buying behavior of Jeans and T-shirts
e) Others (please specify) __________________
a) News paper
b) T.V
c) Radio
d) Word of mouth
a) Online shopping
b) Company outlets
c) Shopping Malls
d) Local shops
a) Once in a month
d) Once in an year
10) Could you please tell how much would you spend for a jeans?
11) Rate the following according to order of rankings before you consider
to buy a jeans?
((1- highest,8-lowest))
Consumer buying behavior of Jeans and T-shirts
a) Durability -----------------------------------------
b) Variants -----------------------------------------
c) Design ------------------------------------------
d) Price -----------------------------------------
e) Comfort --------------------------------------------------
f) Trendy -------------------------------------------------
g) Quality --------------------------------------------------
6) Which of the following brands you usually consider while buying a jeans?
a) Levis
b) Denim
c) Killer
d) Koutons
a) Yes
b) No
If yes, continue
• Discounts
• Free gifts
• Lucky draw
• Tour packages
• Others (Specify)
c) Malls
d) Local shops
e) Factory outlets
9) From which source you came to know about the jeans you last purchased?
a) Television/radio
b) Print media
c) Internet
d) Family/Friends
10) Whom will you consult when you make a purchase decision for jeans
& T-shirts?
a) Family members
b) Friends
c) Colloquies
d) Experts
Thank you for providing your valuable insights, I really appreciate your
frankness.