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An investigation on consumer behavior and preferences
towards apparel, purchase by Indian consumers age 19 – 25
Submitted by:: Harish Vasdev
CUHP13MBA29
MASTER DEGREE OF BUSINESS ADMINISTRATION
CENTRAL UNIVERSITY OF HIMACHAL PRADESH
DHARAMSHALA DISTT. - KANGRA (H.P)
ii Consumer behavior| April 2014
An investigation on consumer behavior and preferences towards apparel,
Purchase by Indian consumers age 19 – 25
Bona fide record of work done by Harish Vasdev CUHP13MBA29
Report Submitted to Dr. Sarvesh Kumar (Assistant professor)
Deptt- Marketing and Supply Chain
April 2014
iii Consumer behavior| April 2014
Table of Contents
Executive summery……………………………………………………………………………………….v
Indian scenario on apparel retailing…………………………………………………………………….v
Apparel fashion……………………………………………………………………………………………v
Problem focus…………………………………………………………………………………………… vi
Objectives of the study…………………………………………………………………………………. vi
Limitations of the study………………………………………………………………………………… vii
Research methodology………………………………………………………………………………… vii
1Selection of the study area……………………………………………………………………………vii
2 Sampling design……………………………………………………………………………………….vii
3 Types of data collected……………………………………………………………………………….vii
4 Method of data collection…………………………………………………………………………… viii
Review of literature…………………………………………………………………………………….. ix
Consumer………………………………………………………………………………………………... ix
Consumer behavior………………………………………………………………………………………ix
Cultural factors…………………………………………………………………………………………… x
Social factors………………………………………………………………………………………………x
Psychological factors……………………………………………………………………………………..x
Personal factors…………………………………………………………………………………………..x
Customer satisfaction…………………………………………………………………………………… x
Top retailers in India……………………………………………………………………………………..xi
Results and discussion…………………………………………………………………………………. xi
Interpretation…………………………………………………………………………………………… xiii
Interpretation…………………………………………………………………………………………… xiv
Conclusion………………………………………………………………………………………………xvii
Appendix……………………………………………………………………………………………….. .xix
List of source…………………………………………………………………………………………… xxi
iv Consumer behavior| April 2014
List of tables 1 Table……………………………………………………………………………………………………xiii
2 Table……………………………………………………………………………………………………xiii
3 Table…………………………………………………………………………………………………...xiv
4 Table……………………………………………………………………………………………………xv
5 Table………………………………………………………………………………………………….xviii
List of Figures
1 figure……………………………………………………………………………………………………..x
2 figure…………………………………………………………………………………………………….xi
3 figure……………………………………………………………………………………………………xii
4 figure……………………………………………………………………………………………………xiii
v Consumer behavior| April 2014
Executive Summary
The Indian economy has grown over the last 10 years with new jobs created in the ITES sector,
Biomedical, Automotive engineering, Apparel manufacturing and Civil engineering. The growth
is strongly led by Information Technology Enabled Services (ITES); this is supported by the
Education sector with increase in the number of students enrolling for higher education and
Large numbers of students graduating every year thus creating a large pool of technical and
Managerial manpower. The working class people segment has grown since the economic
Growth and it has benefited middle class and upper middle class people. Due to the increase in
The number of working people and substantial raise in income, spending power has increased
Over the years, and particularly the young Indians in the age of 19 – 25 like to shop more.
The increase in food, energy and real estate costs makes people‘s lives more difficult at this
time. Are we going to follow the western countries and repeat the same mistake leading to a
standstill? As resources are getting to near exhaustion, now is the time to think and ask
ourselves question of what we are doing and justify ensuring that we buy only for our needs.
This study focuses on the consumer behavior of young Indians in the age of 19 – 25 to
understand and know their perception towards spending and to show a new path for the society
and the industry for a sustainable environment.
vi Consumer behavior| April 2014
Indian Scenario on Apparel Retailing
The apparel market has seen considerable churning with respect to dressing pattern, style,
Usage of branded items, and choice of fibers and awareness of latest trends. The Indian textile
Industry is a sector which has generated employment in large scale and it stands next only to
Agriculture by providing employment to about 15 million people across rural as well as urban
Areas (Retail). It further says that in India, apparel is the second largest retail category,
representing 10 percent of the US$ 37 billion global retail market. It is expected to grow 12-15
percent per year. Apparel, along with food and grocery, will lead the organized retailing in India
(Retail).
Apparel Fashion
The apparel fashion plays a paramount role in shaping apparel consumerism. As lifestyles
change, fashion in India is becoming more diversified, as in the Western countries. Technology,
Ideas and lifestyles are moving concurrently and quickly. Companies and brands that offered
Monotonous and mundane products for years, have now multiplied their product ranges and
New appealing styles, shapes and forms are being launched each season by them.
vii Consumer behavior| April 2014
Problem Focus
While the fastest growth and development of retailing environment, understanding the psyche of
customer is critical for today‘s business and environment. Aggregate or macro level information
May mislead, so understanding at individual customer level is desirable. It is generally observed
That customers have a wide range of choices for purchasing apparels and they have no clear
Vision to what they buy. Today‘s consumption in young Indian consumer has no limits - they
Work hard and spend money for more non-essential products and it is been a driving factor and
evolution in the Indian Apparel Retail sector.
Objectives of the Study
Fashion changes rapidly from time to time. The consumer demand varies from demographic,
geographic and social cues. The aim is to understand consumer behavior of Indian consumers
in the age of 19 – 25. It is divided into two sub groups, male and
the second one is female. This study brings the difference between the two groups of
consumers and to understand their preference. The study also aims to determine the consumer
behavior towards apparels. The aims of this study are:
To understand some of the driving factors of consumerism in India.
To understand the buying decision by individual in the groups.
To study the attributes or sensory feelings of consumers towards Indian and western apparel.
To know whether and how some demographic variable of the respondents have influence in
buying brand or non-branded apparel products.
To know the role of family members, friends and peers in information search about the
apparels.
To understand the lifestyle and consumption pattern of Indian consumers and what the future
might look like.
viii Consumer behavior| April 2014
Limitations of the Study
The present study was confined to study the behavior and awareness towards ethical fashion
Among young Indian generation; hence extrapolation of the results may not be possible since
there is a wide difference in customer preference, behavior, and the factors like socioeconomic,
demographic and psychographic across regions. The study is limited to only Himachal Pradesh
state only; it is suggested to carry out research in a larger scale to find out results across
regions. The study was completely consumer oriented and data collection was done by personal
interview method. However, serious attempts have been made to minimize the error at every
face of the study right from defining the problem and incorporation of exact words in the
interview schedule to final expression in questioning the consumers. The study is limited to the
people who have completed graduation.
Research Methodology
A study can be initiated with a proper design and methodology to bring out the suitable findings
Which are reliable and applicable to solve the problems and useful to carry out further research
of interest. It needs a careful analysis of the consumer through which the results for the present
study can be crystallized for framing suitable solutions. A brief description of the
research methodology adopted in selection of the area, sampling of customers, method of data
collection and the tools used for data analysis are presented.
1.Selection of the Study Area
This study was conducted in Kangra distt. The Economy of Kangra District consists mostly of
agriculture and farming. Tea cultivation plays a vital in the economy. "Kangra Tea" is famous
worldwide for its rich aroma, colour and taste. A few other industries that have been established
in the region, including water packaging, construction materials, and potato chips.
2.Sampling Design
The sample population was the consumers, in the age of 19 – 25. The sampling was adapted to
Cover a sample size of 35 in each segment (21 male and 14female). The survey was done
Through schedule. The sample was heterogeneous to some extent as it includes male, Female,
and people from different distances and income group of regular and occasional buyers and
homogenous in context of education.
ix Consumer behavior| April 2014
3.Types of Data Collected
The type of data is Primary data which is collected through the questionnaire.
4.Method of Data Collection
Well-structured questionnaire was framed and used for collection of data (Appendix). The
Consumers were contacted through Whatsapp and in person. They were given a brief
introduction about the purpose and importance of the study. Enough time was given to them to
think over the answers for the questions to have reliability of response. Details regarding
demographic, economic, social, physiographic and behavioral characteristics of the consumer,
consumer‘s awareness, buying behavior and preferences for buying apparels were taken as
part of the survey.
x Consumer behavior| April 2014
Review of Literature Consumer Consumers are individuals and households who buy goods and services for personal
consumption. (Kotler)
Consumer Behaviour
The official definition of consumer behaviour is given by the American Marketing Association as:
the dynamic interaction of the affect and cognition, the behaviour and environment through
which people carry out transactions in their life. (Bennett 1995, page 59).
Five-Stage Model of the buying process:
Figure 1
(Kotler 1993, p. 182)
Figure 2
(Prof. Dr. Maggie Geuens, Consumer Behaviour, 1999)
Those questions find answers through the study of the factors that influences consumer’s
behaviour. Those factors are separated in four categories: social, cultural, demographical and
psychological. Those factors and its categories are the following:
xi Consumer behavior| April 2014
1. CULTURAL FACTORS
Culture: Culture (or civilization) is the highest entity of personal identification with the society.
These entities were in the past the nations and could be in the future the civilizations (Western,
Muslim, Hindi, Chinese).
2. SOCIAL FACTORS:
Social class: “Social classes are relatively homogeneous and enduring divisions in a
society, which are hierarchically ordered and whose members share similar values
interests and behaviour” Social classes show distinct product and brand preferences in
such areas as clothing, home furnishing, leisure activities, automobiles, and food and
beverages. (KOTLER, 2000, p. 161)
3. PSYCHOLOGICAL FACTORS:
Perception
Learning
Attitude
Personality
4. PERSONAL FACTORS
Age
Occupation
Life style
Customer satisfaction has three stages:
1. The pre-sales stage where there are the expectations for the product, the profits, the price
and the availability of product.
2. The sales stage when customer trays the environment, the product, the type of service, the
delivery, the quality and the redress from the market.
3. The after-sales stage when customer expects the support or the advices, the replacement of
product or the return of sum, repairs and processes of charges. (Churchill and Suprenant,
1982).
xii Consumer behavior| April 2014
Top retailers in India
Pantaloon retail,K Raheja group,Tata group, RPG group ,Landmark group, Bharathi-Wal-
Mart,Reliance,A V Birla groups,Metro,Viveks Ltd
Results and Discussion
The data collected from 35 respondents were analyzed in accordance with objectives of the
Report. The results are presented and discussed in this. For the effective presentation of
Results, different sections were framed as furnished hereunder-:
General data
Figure 3
xiii Consumer behavior| April 2014
GENDER OF RESPONDENT
Frequency Percent Valid
Percent Cumulative
Percent
Valid MALE 21 60.0 60.0 60.0
FEMALE 14 40.0 40.0 100.0
Total 35 100.0 100.0
Table 1
Table 2
Figure 4
AGE OF RESPONDENT
Frequency Percent
Valid Percent
Cumulative Percent
Valid UPTP 19
7 20.0 20.0 20.0
20-23 10 28.6 28.6 48.6
23-25 14 40.0 40.0 88.6
ABOVE 25
4 11.4 11.4 100.0
Total 35 100.0 100.0
xiv Consumer behavior| April 2014
i) Interpretation –This data is interpreted by the help of SPSS. All options of schedule are
numbered (Gender basis) and on that basis means of all schedule is calculated. If the mean is
less than one then option one is general consumer behavior and it is 2 then general behaviors
towards option two and goes on.
Group Statistics
GENDER OF RESPONDENT N Mean Std.
Deviation
Std. Error Mean
CONSIDER BRANDS MALE 21 1.67 .856 .187
FEMALE 14 1.43 .646 .173
FACTORS INFLUENCED YOU MOST
MALE 21 2.38 .973 .212
FEMALE 14 1.79 .975 .261
IMPACT OF ADVERSTISEMENT MALE 21 1.71 .902 .197
FEMALE 14 1.79 .893 .239
ROLE OF DISCOUNTS MALE 21 1.29 .717 .156
FEMALE 14 1.71 .994 .266
EXPERIENCE OF APPAREL MALE 21 3.10 1.375 .300
FEMALE 14 2.71 1.069 .286
CLOTHING STYLE MALE 21 1.86 .727 .159
FEMALE 14 1.64 .633 .169
AVERAGE SPENDING/PER YEAR MALE 21 3.05 .973 .212
FEMALE 14 2.79 1.051 .281
WINDOW SHOPPING MALE 21 2.00 .894 .195
FEMALE 14 1.57 .646 .173
CLOTHES IN YOUR WARDROBE MALE 21 2.86 .910 .199
FEMALE 14 3.29 .994 .266
PURCHASE ACCESSORIES FROM SAME STORE
MALE 21 2.14 .964 .210
FEMALE 14 1.71 .914 .244
WHERE YOU SHOP MALE 21 2.43 1.568 .342
FEMALE 14 2.14 1.231 .329
HOW LONG YOU WANT REPLACEMENT PERIOD
MALE 21 1.62 .921 .201
FEMALE 14 2.14 .949 .254
WHICH GROUP INFLUENCE YOU MOST
MALE 21 2.14 1.108 .242
FEMALE 14 1.79 .893 .239
YOUR PURCHACHING DEPENDS UPON
MALE 21 2.14 .964 .210
FEMALE 14 1.93 .997 .267
SATISFIED WITH LAST PURCHASE MALE 21 1.24 .625 .136
FEMALE 14 1.64 .842 .225
xv Consumer behavior| April 2014
Table 3
ii) Interpretation- All options of schedule are numbered (Age basis) and on that basis means
of schedule is calculated. If the mean is less than one then option one is general C.B and it is 2
then general behavior towards option two and goes on.
Descriptive
N Mean
CONSIDER BRANDS UPTP 19
7 2.29
20-23 10 3.00
23-25 14 3.00
ABOVE 25
4 3.75
Total 35 2.94
FACTORS INFLUENCED YOU MOST UPTP 19
7 1.57
20-23 10 1.90
23-25 14 1.93
ABOVE 25
4 1.75
Total 35 1.83
IMPACT OF ADVERSTISEMENT UPTP 19
7 3.00
20-23 10 3.40
23-25 14 2.57
ABOVE 25
4 3.75
Total 35 3.03
ROLE OF DISCOUNTS UPTP 19
7 1.86
20-23 10 2.20
23-25 14 2.00
ABOVE 25
4 1.50
Total 7 2.00
EXPERIENCE OF APPAREL UPTP 19
10 1.10
HOW OFTEN DO YOU SHOP MALE 21 1.43 .507 .111
FEMALE 14 1.64 .745 .199
WITH WHOM DO YOU BUY MALE 21 2.24 .995 .217
FEMALE 14 2.14 .770 .206
WHEN BUYING APPAREL MALE 21 1.52 .512 .112
FEMALE 14 1.36 .497 .133
xvi Consumer behavior| April 2014
20-23 14 1.71
23-25 4 1.50
ABOVE 25
35 1.57
Total 7 1.86
CLOTHING STYLE UPTP 19
10 2.50
20-23 14 2.14
23-25 4 1.75
ABOVE 25
35 2.14
Total 7 1.71
AVERAGE SPENDING/PER YEAR UPTP 19
10 1.90
20-23 14 1.71
23-25 4 1.50
ABOVE 25
35 1.74
Total 7 1.00
WINDOW SHOPPING UPTP 19
10 1.60
20-23 14 1.29
23-25 4 2.50
ABOVE 25
35 1.46
Total 7 3.29
CLOTHES IN YOUR WARDROBE UPTP 19
10 2.60
20-23 14 2.86
23-25 4 3.50
ABOVE 25
35 2.94
Total 7 2.29
PURCHASE ACCESSORIES FROM SAME STORE UPTP 19
10 1.60
20-23 14 1.79
23-25 4 1.25
ABOVE 25
35 1.77
Total 35 1.97
WHERE YOU SHOP UPTP 19
7 3.14
20-23 10 1.80
23-25 14 2.07
ABOVE 25
4 3.00
Total 35 2.31
HOW LONG YOU WANT REPLACEMENT PERIOD UPTP 19
7 2.29
20-23 10 1.70
23-25 14 1.64
xvii Consumer behavior| April 2014
ABOVE 25
4 2.00
Total 35 1.83
WHICH GROUP INFLUENCE YOU MOST UPTP 19
7 1.86
20-23 10 1.70
23-25 14 2.14
ABOVE 25
4 2.50
Total 35 2.00
YOUR PURCHACHING DEPENDS UPON UPTP 19
7 2.29
20-23 10 2.00
23-25 14 2.00
ABOVE 25
4 2.00
Total 35 2.06
SATISFIED WITH LAST PURCHASE UPTP 19
7 1.86
20-23 10 1.10
23-25 14 1.36
ABOVE 25
4 1.50
Total 35 1.40
HOW OFTEN DO YOU SHOP UPTP 19
7 1.57
20-23 10 1.40
23-25 14 1.64
ABOVE 25
4 1.25
Total 35 1.51
WITH WHOM DO YOU BUY UPTP 19
7 1.71
20-23 10 2.80
23-25 14 1.93
ABOVE 25
4 2.50
Total 35 2.20
WHEN BUYING APPAREL UPTP 19
7 1.29
20-23 10 1.60
23-25 14 1.29
ABOVE 25
4 2.00
Total 35 1.46
Table 4
xviii Consumer behavior| April 2014
Simple Average
Total 1 2 3 4 5
Sex 35 60% 40% 0% 0% 0%
Age 35 20% 29% 40% 11% 0%
BRAND 35 60% 23% 17% 0% 0%
FACTOR 35 34% 26% 31% 9% 0%
ADV 35 54% 17% 29% 0% 0%
OFFS 35 77% 0% 23% 0% 0% EXPERIE
NCE 35 11% 31% 23% 20% 14%
STYLE 35 37% 49% 14% 0% 0%
SPEND 35 6% 34% 20% 40% 0%
W.S 35 43% 31% 26% 0% 0%
WARD 35 6% 26% 29% 40% 0%
ACCESS 35 46% 11% 43% 0% 0%
WHERE 35 46% 6% 34% 0% 14%
REPLACE 35 49% 26% 20% 6% 0% INFLUEN
CE 35 46% 14% 34% 6% 0%
CHOICE 35 43% 9% 49% 0% 0% SATISFIE
D 35 74% 11% 14% 0% 0%
OFTEN 35 54% 40% 6% 0% 0%
WHOM 35 17% 60% 9% 14% 0%
WHEN 35 54% 46% 0% 0% 0%
Table 5
xix Consumer behavior| April 2014
Conclusion Growing economy has made Indian consumers more prosperous. An indication of this is clearly
Given by the investigation on consumer behavior of young Indian consumers in the age of 19-
25. This study has focused on how the buying behavior varies between the age group of 19-
25.Based on the investigations the following conclusions can be drawn on the consumer
behavior for this particular group.
Based on the investigations the following conclusions can be drawn on the consumer behavior
For this particular group
1. Consider brands: In average 35% sample consider brands 23% not And Remaining
17% consider sometimes. In this area social cultural factor dominates to buying
behavior.
2. Factor influenced most: 34% sample is influenced by cultural factors 26% by social
factor 31% by personal factors and only 9% psychological factors.
3. Impact Of advertisement/offs: 54% sample likes adv. and influenced 17% have not
and 29 % sometimes.
4. Effect of discounts and offs: 77% yes likes, 29% sometimes.
5. Experience which attracts: 11% likes trend,31% quality,23% brands, 20% Fitting ,14%
price
6. Style : 37% formal ,49% casual, 14% traditional
7. Average spending/year(INR): Up to 2000 6%, 2 to 3000 34%, 3 to 4000 20% ,and
above 40 %(All respondents are students)
8. Window Shopping : 43% yes , 31% No, 26% Sometimes
9. Clothes in wardrobe : up to 6 6%, 6-10 26%, 10-15 29%,above 40%
10. Purchase accessories from same store: yes 46%, no 11%, 43% sometimes if price is
reasonable
11. Where you shop: 46% store visit, 6% online, 34% malls, No one from boutique, 14%
budget store ( No one likes customize shopping)
12. Replacement period : 49% wants 7days , 26% 15 days,20% 30 days,6 % 45 days (due
to unorganized retailing )
13. Group influencer : 46% by family and friends, 14% opinion leader,34%peer group, 6%
aspirational
14. Purchasing depends upon: 43% own choice, 9% other choice, 49% combine choice
15. Satisfied by last purchase : 74% yes, 11% no,14% don’t know
16. Often do you shop: 54% once in month or less, 40% 2-3 times a month, 6%more than
3 in a month
17. With whom do you buy: 17% with parents, 60% friends, 9 siblings,14% alone
18. When buying: 54% go directly in a particular shop, 46% go around in various shops.
xx Consumer behavior| April 2014
Appendix
Customer/consumer behavior towards Apparels Purchasing
I) Introductory Information
1. Name:
3. Gender: Male (1) Female (2)
4. Age: upto19 (1) 20 to23 (2) 23 to 25(3) 25 & above (4)
5. Education: Graduate (1)
II) About Consumer Behavior for Apparels
1. Do you consider brands in purchase time?
Yes (1) No (2) Sometimes (3)
2. Which Factor influenced you most?
Cultural (1) Social (2) Personal (3) Psychological (4)
3. Is any impact of advertisements/promotions on your Behavior?
Yes (1) No (2) Sometimes (3)
4. Is discounts/Offs speeds ups your purchases
Yes (1) No (2) Sometimes (3)
5. Which Experience of apparel attracts you?
On trend (1) Product quality (2) Brand (3) Fitting (4) Price (5)
6. Which style of clothing you likes the most?
Formal (1) Casual (2) Traditional (3)
7. On average, how much do you spend on clothing per year?
xxi Consumer behavior| April 2014
Up to 2000(1) 2000 to 3000(2) 3000 to 4000(3) Above (4)
8. Do you like window shopping?
Yes (1) No (2) Sometimes (3)
9. How many clothes in your wardrobe
Up to 6 (1) 6-10(2) 10-15 (3) Above (4)
10. Do you purchase accessories from same store if available?
Yes (1) No (2) Sometimes if price is reasonable (3)
11. Where you shop for apparels
Store visit (1) Online purchase (2) Malls (3) Boutique (4) Budget store (5)
12. How long you wants replacement period
7 Days (1) 15 days (2) 30 days (3) 45days (4)
13. Which group influenced you most?
Family & Friends (1) Opinion Leader (2) Peer group (3) Aspirational (4)
14. Your Purchasing depends upon
Yours Choice (1) others choice (2) combine choice (3)
15. Do you satisfied with your last purchase
Yes (1) No (2) Don’t know (3)
16. How often do you shop for apparel?
Once in month or less (1) 2-3 times a month (2) more than 3 in a month (3)
17. With whom do you buy your Apparel?
Parents (1) Friends (2) Siblings (3) Alone (4)
18. When buying apparel, you:
Go directly in a particular shop (1) go around in various shops (2)
xxii Consumer behavior| April 2014
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Ltd, New Delhi.
2. Cooper, Donald R & Schindler, Pamela S (2010), Business Research Methods, 9th
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India-404/
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to-find-right-indian-partner_541214.html
7. Business dictionary .
http://www.businessdictionary.com/definition/consumer-awareness.html.
8. Thanks to Emeryevalution.com for excel assistance
9. Mr. Chaman Lal assistant professor deptt. Of marketing and supply chain.
10. Consumer Behaviour-Ramanuj Majumdar
11. [Michael_Solomon]_Consumer_Behaviour
12. www.dollardays.com
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xxiii Consumer behavior| April 2014