Beruflich Dokumente
Kultur Dokumente
[MBA 043]
ON
Submitted by
Vindhya Kumar Gupta
Roll no. 0925470043
MBA IVth Semester
2010-2011
facts and figures in the best manner. I have disclosed full honesty and
thankful to my teachers for their help and I am sure that this report
Here I would like to thank all the people who directly or indirectly
heartfelt thanks to all the staff of the organization from where i have
got the support and guide and cooperation at every step which help me
EXECUTIVE SUMMARY
The project has been prepared to deliver, as much information from the
very small but resourceful facts to must be known facts. Hence we had
children apparel.
The project report tells about to study the role and influence of
provide all the necessary information related to the topic and also
provide the latest trends which are happening in a day to day life in this
stranger.
CONTENTS
• ACADEMY CERTIFICATE
• DECLARATION
• ACKNOWLEDGEMENT
• EXECUTIVE SUMMARY
Page No.
Appendix
Bibliography ,
Questionnaire.
INTRODUCTION-
Children are one third of our population and our entire future- select
Some may say that children are just children- laughing, crying,
juggling between home, school, classes, tuition etc. I wish the picture
was this simple but we all know that it is not. There was a time when
future customers. But today, they are viewed as three markets in one:
the population was below the age 15. The broad based age and sex
and Sharma O.P, 2006). Also the annual disposable income in India
Thus the potential of children’s market in India is huge and needs more
their western counterpart but are still the centre of the universe in the
Indian family system and can pull the parents to visit place time and
(making them to buy a certain kind of product), but they also are future
above, the aim of this paper is to analyze the role and influence of
Children as consumers-
Children constitute three different markets: the primary, the influencer
Changes in roles
The family structure in India has changed considerably in the last two
decades. Joint households are making way for nuclear families. There
pressure, the parent centered family has changed its orbit and has
become child centeres. (Rajesh Sud, 2007). Hence the role of children
parents working many hours away from home, it leaves less time for
has also brought about changes but the question is to what extent. Are
(Ahuja and Stinson 1993, Jensen, 1995, Williams and Veek 1998)).
SOURCES OF INFLUENCE
One must also understand as to how are the children educated about
the recent times has changes the scenario. Today it is difficult to tell
parents.
According to Piaget’s theory about childhood development, there are
four stages of development of the child. The first level is called the
Sensory motor stage lasts from 0-2 years. The child develops motor
skills and explores objects that can be seen, felt and touched. The next
is the pre-operational stage from 2-7 years. A child can now pretend
and remember and can noe begin to understand symbols more complex
communicate and play. Pretending now becomes easy for the child but
he/ she tends to be extremely self-centered. The child gets away from
girls, influence of friends and peers was the main reason for purchasing
more than the elder kids. The younger kids might have also preferred
were considered as this is the time when they start realizing the power
the Indian context as to how do they use it and who is their source of
influence.
One can say with confidence that two decades back in India, parents
parent winning the argument were more) but today, the children enjoy
generally more influential than sons. Father and elder daughters and
Influence of a mother was strongest and mothers and sons were found
during negotiation and outcomes stage when both the children were
power than when the family had an elder daughter and a younger son
behavior of children in India was very less. Out of the vast gamut of
questions.
Buyer behavior –
Children are an important part of the family buying process. But what
- Initiator
- Influencer
- Decider
- Buyer
- User
user”
holidays. They are also the buyers of the future. Provide children with
Penguin bars and McVitie's may be able to hold on to the adult due to
But how should businesses market to children? Are there conflicts with
parents?
"Ten years ago children wouldn't have given a damn about cheese. It
used to be just Dairy lea, but now children's dairy products encompass
everything from cheese to yogurts, and from age fraise. Our brands
also face more intense competition than ever and it's not just from
other chocolate biscuits - it's from products such as Dairy lea Dunkers
Marketers also have to recognize that children are moving into new
effect. For example, the money children spend on mobile phone cards
Delight enjoyed boom sales after its initial launch. However, the
drink's popularity crashed when the media realized that it was sold
and, therefore, healthy. The actual product formulation was far from
healthy.
children to play with toys rather than leaving them wrapped in plastic.
preferences
the market are fast changing. This article aims to analyze the market
for kids' apparel in detail and explaining the shift in focus that is taking
place.
age. The market for kids' apparel in India exceeds Rs. 13000 crore, of
which around Rs. 3000 crore is constituted by branded kids' wear. The
kids' wear market is growing at the rate of 10% per annum, which
makes it one of the fastest growing markets.
Some major changes in trends are taking place in the market for kids'
group. Influenced by mass media and peer pressure, today's kids are
with new collections that will appeal to kids. Gini and Jony have come
includes clothes in hues such as lilac, pink, plum, orange and citrus
green.
Disney and Warner Bros., whereby they can make use of some of their
make use of characters like Mickey and Minnie Mouse as well as Tom
and Jerry in the new line of children's clothing that they are planning to
Pantaloon and Gini and Jony have entered into a joint venture to set up
a chain of retail stores for children's apparel. Raymond has launched its
first store for kids' apparel 'Zapp!'. DS Corporation, which owns the
Generally in India, the trend was that most of the people prefer buying
were usually purchased from small stores and from street shops, while
branded garments were only bought by the very high status families.
This trend is gradually changing and the market for branded kids'
clothing is growing.
Dungarees, shorts and shirts are the evergreen fashions in kids' apparel.
Short skirts, tops with puffed volume, halter tops, lace trims and
collection should have variety that will appeal to kids. Moreover, kids
potential. Apparel makers all over India are making forays into this
trends
Indian Textile
silver vase, revealed that the spinning and weaving of cotton was
The foundations of the Indian textile trade with other countries began
as early as the second century BC. A hoard of block printed and resist-
Egypt, are the proof of large scale Indian export of cotton textiles to the
In the 13th century, Indian silk was used as barter for spices from the
western countries. Towards the end of the 17th century, the British
East India Company had begun exports of Indian silks and various
other cotton fabrics to other countries. These included the famous fine
Muslin cloth of Bengal, Bihar and Orissa. Painted and printed cottons
or chintz was extensively practiced between India, China, Java and the
19th century, Indian cottons and silks were hand spun and hand woven,
a highly popular fabric, called the khadi. Fabrics that use mill- spun
varieties of cotton.
INDUSTRY PROFILE
accounts for more than 30% of the total exports. In fact Indian textile
sectors & rural and urban areas, particularly for women and the
Till the year 1985, development of textile sector in India took place in
terms of general policies. In 1985, for the first time the importance of
2000, National Textile Policy was announced. Its main objective was:
the global market. The policy also aimed at achieving the target of
is one of the largest producers of cotton in the world and is also rich in
huge advantage due to lower wage rates. Because of low labor rates
reasonable rates.
production for very small companies that was imposed with the
intention to help out small scale companies across the country, led
machinery. India can also grab opportunities in the export market. The
sectors.
income both at home and abroad. Indian Garment export growth during
150%, for ready made garments made of silk it was 58%, and for other
Today, garments exports from India have made inroads into the
international market for their durability, quality and beauty. One of the
reasons for the economical pricing of India's ready made garments and
the National Textile Policy (NTP) of India 2000. Having realized the
NTP for taking the Indian Garment Industry out of the SSI reservation
list.
the government.
power looms and handicrafts. The major sub segments of the textile
industry are cotton, blended, silk, wool and manmade. The major
garments, suiting and shirting, shirts and trousers, fabrics, bed linen
Exports have been the major growth driver of the Indian textile
industry in the recent years. The export market has grown enormously
year 2015 from current 3%. To realize its vision, the Government has
home furnishings segment will be the key drivers of growth for the
12 million jobs.
Ownership pattern
firms
250 mn
Nature of operations
as trading
mn to Rs 1000 mn
machinery
Sub-segment
73% of the sample textile companies are operating in the cotton sub
deal in the silk sub segment. 35% of the textile companies operating
Future plans
priority plans for future growth, around 40% of the companies have
plans for capacity expansion. 23% of the companies intend for entry
into new markets and marketing related plans. 14% of the companies
countries.
and 35% have benefited from funding facilities. 42% companies have
labour.
Note: The Cluster Insights aims to grasp the pulse of the small and
future plans etc. For this exercise, we have considered the companies
overview of the market including the estimated market size and growth
players into the market, adult apparel brands launching kids wear,
expansion plans. The report also includes the key developments in the
sector.
India : Apparel Manufacturers Target Children
Wear Segment
1.0 Introduction:
Scanning through the streets of any town or city, one can see a mind
denims, Italian cuts, Capris, and exclusive party wears. Kids fashion is
a diminutive version of adults wear. They have all the clothing as like
that of adults, and even much more. Children of today are much more
increase in the amount of disposable income, and one or two kids are
the supporting factors to the growth of the kids wear market. Global
Good times for the Indian kids apparel market are in the offing. The
up with their own brands, while some others enter into business
Today’s kids are more fashion conscious, and are ready to experiment
blitz has brought a sea change in the Indian kids apparel market.
a potential business.
market is a proposition of the good, bad and the ugly. A huge volume
of kids apparel in India is being dominated by local and unorganized
Ruff Kids, Ruff Baby, Planet Kids, Gini & Jony, ZAPP, Li’l
crore. They
positively assert that branded market for kids is growing at 15% per
Kids, Pepe, Lee Kids, Tommy Hilfiger, and Adams Kids have also
entered the Indian market. 2.2 Market size and Growth: According to
the India Apparel Report, 2008 (Images Year Book, Vol IV), the size
experts predict that the market will further grow to reach Rs.45, 000
Branded kidswear are well established in I tier cities, and are now
experiencing a good growth in II & III tier cities as well. Wanting the
best outfit for their children, parents are seeking a variety of garments
for children’s apparel. Industry players further predict that the market
ƒ Infants (0 - 6 months)
ƒ Kids (3 - 8 Years)
ƒ Pre-teens (9 - 12 Years)
children’s wear, cotton is the most preferred material due to its non-
allergic, comfortable, and easy caring virtues. But with the advent of
more and more fads emerging in the market, this fibre faces
competition with other synthetic ones, which are preferred for its
Children always keep growing. So, the possibility of this market being
kids apparel.
3.1 Demography:
and Sonepat are a few to name. Branded wears are well established in
tier I cities and are now emerging into the II tier and III tier cities as
low prices attract more traffic. As kidsgrow quickly, and are less
With a promising future for kids apparels, the market has attracted
Lisa, Benetton, Espirit, Bossini, and Kans have entered the Indian kids
market, domestic brands like Lilliput, Li’l Tomatoes, and Catmoss are
assumed to be the reasons behind their foreign march. India has a vast
potential for export of kids apparel to foreign markets like US and EU.
Brands like Lilliput and Koutons are exploring opportunities for joint
further seek to buy brands they are already aware of, and have
confidence in. Popular brands like Gap, Diesel, and many others plan
The practice of dressing girls with a frock and boys with shorts are way
beyond. New pattern of garments in par with the latest fad is being
child’ trend with their new collections on the runways frequently. Kids
fashion world to entice the kids and increase their sales. With wishes
international players are seen in the arena, with each of them wanting a
manufacturers are
found their way into the kidswear market and are currently selling like
hot cakes in the market. The type of cartoon character used in the
apparel depends mainly on the popularity of the toon, their age group,
hair clip is color, and design coordinated. In the current trend, leather
bags, caps, key chains, and hair bands are considered as ‘required’ with
individual apparels. The price ranges for such apparels are extravagant.
vast range of options to choose from. So, it becomes necessary for the
kids are more attracted towards playing. Peter England has set up a
Trends have changed, and it is quite visible. Children, who were taken
to parks and zoos before, are now coming along with their parents
for buying their own clothes. So, the retailers who want to take a pie of
with their parents. They can thereby ‘Capture the child’s mind and the
interesting first chapter that would lure the viewer. Big departmental
stores have segregated their apparel categories like infant wear, ethnic
wear, casual wear and preteen wear etc. They store a wide assortment
of apparels and distinguish them with each other. Some retailers and
arrangement with play areas, and kids oriented promotions within the
4.4 Pricing:
Kids apparel market is a price sensitive segment. Higher input costs
add to the prices of the apparels. With the increase in the purchasing
power of parents, it is expected that they will sustain the business in the
long run. As kids have the tendency to grow up very quickly, new
future of the brand. Deciding the price of the apparel mainly depends
on defining the target group and identifying buyer behavior. The price
difference than that of the clothes sold in normal retail outlets and II &
These brands dominate the kidwear market in India and have earned
consumer confidence trust and loyalty towards the brand, thus earning
Gini & Jony has a range of brands like GJ Jeans, Palm Tree, Levi’s
shirts, shirts, jackets, cargos, jeans and trousers for boys, and capris,
segment.
Babies’ world
Some 24 million (240 lakh) babies are born in India per annum, much
What do you know about them? It’s not only about their rising
numbers. It’s about their mindsets. It’s about their approach. It’s about
their thinking, their preferences, likes, dislikes and everything else that
to be branded children’s apparel. This segment has been till now small
and largely stable. But exciting times are in the offing. In the kid’s
changing tastes plays a big role. Also, the children’s buying behavior,
play. Spunky wear, for instance, is an iconic global apparel brand. Its
Spunky wear has been a prominent brand in adults wear segment. The
Children are also the main focus of Indian families, and their
today. The average family size in India has been on a decline, coming
than 5. With the reduction in their average size and the increase in their
being the main focus, parents try their best to fulfill their aspirations.
Net result, they get more attention and participate a lot in the decision
making process.
Gone are the days when children would go ga-ga over a doll or a toy
car. With most of them buying toys on their trips abroad now, the desi
market is literally burning the midnight oil to come to terms with this
three-year-old, says, "My son knows his mind. He is very definite and
selective about the toys he picks up." Echoes Saurabh Gupta, a toyshop
is hardly a consideration."
Next time you tell your friends that you are taking your children
From toys to FMCGs to apparel to gizmos, kids want it all. And this
even as you read this. India is the largest children's market in the world
and such are the demands of children here that business organizations
India has a rapidly expanding middle class and therefore the world’s
largest retail groups have long been circling India and are
by Neha Malhotra
This is a segment where, despite huge market potential, not many players
dared to enter. Companies have shied away from kid's wear market,
preferring instead to play safe in more mature segments like men's, teen’s
and, to some extent, women's wear. But, a cluster of brands that did venture
into kid's clothing a couple of decades ago are getting good returns. Why has
there been so much of skepticism despite large size and good growth rates of
Unorganised to organised
Unorganised players have always dominated the market. Manufacturing
spread their distribution across the country, reaching every nook and cranny.
It is amazing that this sector has been able to flourish and still continues to
corner a majority of the market share. What restricted its growth is the limited
exposure of the consumer i.e. parents' psyche that kids outgrow their clothing
organised branded segment, on its part, did little to counter this hitch.
Today, bigger companies have started venturing into this market. Gone are
the days when big organised players restricted their businesses to urbanised
branded kids’ wear has definitely grown. Thanks to the shrinkage of the
Retail is growing tremendously and kids are also in this change. Branded
kids’ wear players have entered the market and shown their worth. Raymond
has ventured in with its kid's brand Zapp. Gini & Jony was brought in by the
wheels, Okaidi have already set up their base and are happy to be in India.
gold rush as Sanjeev Narula, Managing Director, Lilliput Kidswear Ltd puts
it, "As per a recent study, of the total Indian population, 30 per cent is under
the age of 12. Two sub-segments are expected to emerge in future within
where brand awareness is generally high and kids make purchase decisions.
kids’ wear accounts for Rs 3,000 - 4,000 crore. Branded apparel sector in
India is still in its nascent stage and larger part of the market is still
unorganised. But, with more and more companies diverting their revenues
towards branded kids’ wear sector, branded category will supercede the
unorganised sector in coming days. Today, kids and parents are becoming
extremely brand and quality conscious. Design, styling and cuts make all the
difference and a matter of concern. And, desire for an international look and
offered by the branded kids wear segment.” While Riaz Patca, Director, Ruff
kids, says, "As many national and international big players are planning to tap
organised market is foreseen. As new players enter the market, they will
companies and this will help them to establish their brand name in junior
wear. Now, this movement of new players will transform many unorganised
Children outgrow their clothes very quickly and so clothing for them should
be reasonably priced. Parents do not wish to buy expensive stuff that their
children would not be able to wear for long. Also, they look at outfits, which
are ruff and would have a long life. High-price tagged clothes are still by and
large held back for special occasions. Style is another aspect, which has
vogue and what is not. Another reason why kids’ wear in the branded
changing lifestyles and awareness among people. Mr Patca says, "Due to fast
growing economy, spending power of parents have increased and they spend
on themselves and they want their children to look good too in order to
maintain their standard of living. Thus, kids’ wear market is growing and we
have our maximum population in kid and youth category. Exposure to
international market, better educational system for the next generation, high
spending power, high lifestyle and educated parents are other reasons
Manjula Tiwari, COO, Esprit India says, "Occasion-led, lifestyle pattern and,
further, international brands are completing the offering for the entire
family." Trends in kids wear market are fast changing with time. With foreign
becoming aware of the trends around them. Commenting on this, Lisa Pinto,
Brand Head, Bossini, says, "Growth in kids’ wear segment is about 15 per
cent per annum and, with bulk of India's population being below 25 years and
with couples’ disposable income increasing, we see that the sector is growing.
Also, with global awareness about kids’ wear, people traveling a lot and
Working parents want to spend more time with their children. What are the
ways of satisfying this want: by being with kids for shopping or taking them
today belong to ‘screen-age’ (TV, internet, mobile etc.) and they are more
aware of the latest trends and fashions. Being vulnerable, children are easily
influenced by ads in television and this activates ‘pester power’ i.e. where
children harass their parents to purchase products they want. With increase in
with parents. These factors are major drivers of the growth of kids’ wear
apparel brands have, of late, started seeking kids’ wear as the next big thing
customers. Mr Patca says, “As government has allowed 51 per cent FDI in
Indian industry, there are many international players entering the junior wear
international firms are striving hard to survive for Indian junior wear industry
is complex. Only brands that know minds of Indian consumers well can win.
“As of now, there are only very few leading players in the branded segment,
Lilliput being the pioneer in Indian branded kids’ wear industry. Competition
and scope for improvement. Considering that kids outgrow their clothes
within two or three months, we do believe that kids’ wear segment is still
and good quality but at an affordable price. This is where Lilliput comes in.”
Line extension
Many brands in India and other parts of the world, which are already into
retailing men’s and women’s wear, are now adding kids’ wear to their
portfolios. Also, many sportswear brands are foraying into kids’ wear market
in a big way. Nowadays, people prefer to shop at family stores, rather than
going to three different stores for purchasing men's wear, women's wear and
kids wear. The reason why brands are getting into line extensions can be need
for grasping a larger market share and increasing their revenues. Another kind
of line extension is seen with the foraying of many sportswear brands into
kids’ wear. Reebok, Kappa kids, Nike and a few more brands have joined this
domain. Subhinder Singh, MD, Reebok India, says, "Kids have a constant
desire for action. We are all aware that kids have sports in their minds most of
the time and often they aspire to be leading sport stars. Thus, Reebok aims to
support such kids in bringing them closer to their dreams. Through this
RESEARCH OBJECTIVE
RESEARCH OBJECTIVES
apparels.
RESEARCH METHODOLOGY
Research Design: A research design is a pattern or an
what has been established i.e., the research objectives and what is
there were no research design, the research would have only foggy
Unit of analysis:
Sources of Data:
a. Secondary Source:
Sample Design:
sample.
Questionnaire Plan
Type of Information:
INTERPRETATION-
RESPONDENTS
TOTAL 98 52
Q. 1- How/when do they decide to buy garments?
TABLE-1
Parent’s response
We 66
Child tells 54
size
Children themselves 28 28
decide
When see new cloths on 6 2
T.V.
Total respondents 80 70
CHART-2
CHART-3
Interpretation-
1. Most of the parents said that they decide to buy the garment for
their children.
2. Most of the boys and girls said that their parents decide to buy
1. Most of the boys and girls said that they got information about
TABLE-4
Parent’s response
I 16
Kid 24
Both 80
Total respondents 120
CHART-6
TABLE-5
response
I 34 12
Parents 8 16
Both 38 42
Total 80 70
respondents
CHART-7
CHART-8
Interpretation-
1. Most of the parents said that they choose the clothes for their
TABLE-6
Parent’s response
Yes 82
No 38
Total respondents 120
CHART-9
TABLE-7
respondents
CHART-10
CHART-11
Interpretation-
Most of the parents and children said that there were arguments
Parent’s response
I 34
Child 86
Total respondents 120
CHART-12
TABLE-9
respondents
CHART-13
CHART-14
Interpretation-
2. Most of the boys said that they won the arguments. While most
Parent’s response
Yes 100
No , rely on me 20
Total respondents 120
CHART-14
Interpretation-
Most of the parents said that the kids are very much
TABLE-11
Parent’s response
Planned purchase 60
Impulse purchase 60
Total respondents 120
CHART-15
Interpretation-
children apparels.
Q.8- Do you take children along with you when you buy clothes for
them?
TABLE-12
Parent’s response
Sometimes 46
often 74
Never 0
Total respondents 120
CHART-16
Interpretation-
Most of the parents said that they take children along with them
2. And also most of the boys and girls accept that their parents
3. Most of the boys and girls get information about latest trends in
4. The parents choose the clothes for their children jointly with
their children
7. I have found that the kids are very much aware about fashion.
children apparels.
of children apparels.
CONCLUSION
From the above analysis I have found that today the influence of
aware of the fashion and its latest trends. Where television played an
Websites-
• Google.co.in
• www.businessstandard.com