Consumer Behavior Apparel

Consumer Behavior Apparel

• 1.
  Summer project On CONSUMER BEHAVIOUR (Apparel) Submitted By NitinKumar (BFT14322) Bachelor in Fashion and Technology Under the Supervision / Guidance Of Bikas Agrawal (CC, DFT, NIFT Kolkata) Submitted To Department of Fashion and Technology, National Institute of Fashion Technology, Ministry of Textiles, Government of India, Kolkata
• 2.
  ACKNOWELEDGEMENT I would liketo express my gratitude to all those who have helped in the successfulcompletionof my projecton ConsumerBehaviour- Apparel. I wish to place on records,my deep sense of gratitude to my mentor Mr. Bikas Agrawal (CC, DFT, NIFT Kolkata) who had been a constant source of encouragementand new ideas. I would also like to sincerely thank my friends for their support and cooperation. Compiled by : Nitin Kumar BFT/14/322
• 3.
  CONTENTS SERIAL NO. CONTENTS 1.ABSTRACT 2. OBJECTIVE 3. INTRODUCTION 4. APPAREL INDUSTRY 5. COSUMER PURCHASE BEHAVIOUR 6. CONSUMER PURCHASE BEHAVIOUR OF APPAREL 7. CONSUMER PURCHASE BEHAVIOUR OF APPAREL AMONG COLLEGE GOING STUDENTS. 8. LITERATURE REVIEW 9. CONSUMER BEHAVIOUR FOR APPAREL WITH REFERENCE TO COLLEGE GOING STUDENTS 10. RESEARCH GAP 11. RESEARCH METHODOLOGY 12. QUESTIONAIRE FORMAT
• 4.
  ABSTRACT Apparel is oneof the basic necessities of human civilization along with food, water and shelter. The Apparel Industry reflects people’s lifestyles and shows their social and economic status.. They have easy access to credit cards and income from part- time jobs to spend. . The purpose of the study is to understand the Indian apparel market in terms of market size and growth and to study the important demographic, psychological and socio-economic factors which influence the consumer purchase behaviour for apparel with reference to college going students, especially management students. First a secondary study was done on the apparel market in India through books and the internet. Then a questionnaire was prepared to collect primary data from management students of different areas, family income, gender and attitude regarding purchase behaviour of apparel. The collected data was then analyzed using various quantitative tools.
• 5.
  OBJECTIVE i. To studythe Indian apparel market in terms of market size and growth, focusing on men’s apparel market, women’s apparel market, boys’ and girls’ apparel market. ii. To study the important demographic, psychological and socio-economic factors which influence the consumer purchase behaviour for apparel with reference to college going students.. iii. To study how consumer behaviour for apparel is influenced by factors like family income, gender and peer influence. This will help companies to devise different strategies to promote their apparel brands based on preferences of the students.
• 6.
  INTRODUCTION • Fashion reflectsthe way the consumer reacts to and is influenced by social, economic, technological, and others environmental forces in our lives. • Because fashion reflects life, consumers are obviously important in determining what fashion will be and what the fashion industry will produce. • The ability to understand consumer preferences is a valuable asset at any level of the fashion industry. • Fashion begins and ends with the consumer. • Fashion executives, marketers and merchandisers including buyers, designers learn about consumer behaviour in order to get clues as to what products consumers might need or want to buy in the future. • Merchandisers and marketers in touch with the needs of the consumer will be the ones most likely to succeed in an increasingly competitive marketplace.
• 7.
  APPAREL INDUSTRY Apparel isone of the basic necessities of human civilization along with food, water and shelter. The Apparel Industry reflects people’s lifestyles and shows their social and economic status. At present, it is amongst the fastest growing industry segment and is also the second largest foreign exchange earner for the country. The apparel industry accounts for 26% of all Indian exports. One of the most interesting features of the apparel industry is that, it migrates from high cost nations to the low cost nations. The growth of the domestic demand for clothing in India is linked with the success of the retailing sector. India presently has entered the second phase of growth and is witnessing a massive rise in the domestic demand. This is primarily due to the rise in the standard of living caused by the rise in the middle-income groups.. The key element here though, is the cost of labour. Since, India and China have the advantage of making textiles and so fabric costs are lower than in other countries, they have become the Apparel sourcing choice for many international companies. Sourcing choices arise from profitability. This includes considering costs, such as, buying factors of production, like land, buildings and machines versus factors affecting revenues, including pricing, marketing, and distribution. Since, apparel production is a labour-intensive activity, wage rates are also a major factor in sourcing decisions. This gives immediate competitive advantage to producers in countries like India and China to export to more developed and high cost countries like the United States and the European Union.
• 8.
  CONSUMER PURCHASE BEHAVIOUR Theactions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions can be called as consumer behaviour. It helps us to answer questions such as: (i) Why people choose one product or brand over another? (ii) How they make these choices, and (iii) How companies use this knowledge to provide value to consumers. Consumer purchase decision process: Behind the visible act of making a purchase, lies a decision that must be investigated. The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy. There are five stages of consumer behaviour: (i) Problem recognition (ii) Information search (iii) Alternative evaluation (iv) Purchase decision (v) Post purchase behaviour
• 9.
  CONSUMER PURCHASE BEHAVIOUROF APPAREL • 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. • 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 15 – 25 like to shop more. • Apparel is a highly symbolic product category due to its high visibility. Individuals will often make assumptions about a person’s self-concept simply on the basis of his/her clothing (Soloman & Rabolt, 1999). • Self-concept is a dynamic structure that changes according to the nature of the social surroundings or situation (Banister & Hogg, 2006). • Consumers will change their consumption behaviour based on a current change in their self-concepts (Banister & Hogg, 2006).
• 10.
  CONSUMER PURCHASE BEHAVIOUROF APPAREL AMONG COLLEGE GOING STUDENTS • College students as a young consumer group have gained significant importance from marketers in recent years because of their growing purchasing power. • They have easy access to credit cards and income from part-time jobs to spend. • Students tend to spend money on clothing and beauty products, and find these items to be important. • Therefore, college students’ apparel shopping orientation is important to research because it is an important sector of consumer behaviour.
• 11.
  LITERATURE REVIEW • Gupta(2004) investigated the factors influencing the choice of private label in departmental stores of Hyderabad for two product categories - processed food and toiletries. • A study was conducted by Memon (2006), to trace the impact of private level brands on retailing dealing in garments. This work considered only two retail brands Westside and Pantaloons in Ahmedabad city. • Jinhee Nam (2007) in their study examined the apparel and shopping preferences of mature women in America. Independent living residents were surveyed concerning fashion consciousness, fashion information sources and shopping behaviours. Young and mature consumers’ reactions to female apparel ensembles were compared. Mature subjects purchased apparel for pleasure or need, but less for conformity. • Recently, Radha Krishna and Shylajan (2007) proposed a conceptual model and considered the influence of various marketing and demographic factors on consumers‟ habitual buying behaviour towards branded articles. But identification of factors, existence of which indulges consumers to go for organized retail apparel brands are still left unturned. • Lahiri, Isita et al (2010) in their study make an attempt to identify the factors of the consumers' buying behaviour that is influenced by retail apparel segment, and to assess the importance of each of them to consumers in selecting apparel from organized retail outlets. • Krishna, C. V. (2011) says that Indian retail is in an expansion spree and many companies are joining the retail landscape. After food and groceries segment apparel is the next large retail segment and the consumption of apparel is also very large in volume. • Consumer buying behaviour is mainly affected by many determinant factors and this paper aims at understanding and identifying the important determinant factors affecting the consumer buying behaviour towards private label apparel.
• 12.
  CONSUMER BEHAVIOUR FORAPPAREL WITH REFERENCE TO COLLEGE GOING STUDENTS McKinney, Letecia et al (2004) conducted a research to examine the influence of selected social factors on the clothing buying behaviour patterns of black college consumers. • The sample consisted of 333 students from two US universities. Results showed that social participation was significantly related to store patronage. No difference was found in patronage behaviour for the variables of reference group, social involvement, fashion involvement, clothing benefits sought, and social environment. • Mohamadou L Fadiga (2005) in their study identify sources of demand growth for apparel in the US based on consumer demographic profiles, regions, and product characteristics. Cowart, Kelly O.; Goldsmith, Ronald E. • Min-Young Lee (2008) in their paper on Mexican college students aim to examine the effects of general consumer variables (i.e. normative interpersonal influence and brand consciousness) and brand-specific variables (i.e. perceived quality and emotional value) on purchase intention toward a US apparel brand. • Kumar, Archana (2009), examined the direct and indirect effects of individuals' self-concept, product-oriented variables (i.e. consumer's need for uniqueness (NFU), and clothing interest), and brand-specific variables (i.e. perceived quality and emotional value) on purchase intention toward a US retail brand versus a local brand that are available in the Indian market. • Kaushal, Shailesh K. (2011) examined the teenager’s behaviour in reference to fashion apparel purchase intentions and fashion marketing strategies in Lucknow with survey among 700 teenagers regarding their attitudes toward apparels purchase.
• 13.
  RESEARCH GAP This studyis further motivated by the gap in knowledge of apparel shopping behaviour in Indian Apparel market and among college going students and the necessity for manufacturers, retailers, marketers and researchers to gain scientific knowledge regarding variables influencing apparel shopping behaviour. PROBLEM DEFINATION • The research problem that directed this investigation is: What are the variables influencing apparel shopping behaviour within a multicultural consumer society? RESEARCH METHODOLOGY • Research Design: First a secondary study is done on the apparel market in India through books and the internet. Then a questionnaire is prepared to collect primary data from management students of different areas, family income, gender, and attitude regarding purchase behaviour of apparel. • Sampling design: A random sample of 315 students will be taken and would cover people of different incomes and gender. 173 will be male and 142 will be female (Considering a lot size of 35000 students) • Data collection: The primary data will be collected using a structured questionnaire. • Data analysis: The collected data was then analysed using various quantitative tools. • Data analysis and findings: Findings will be shown in bar graphs and pictorial diagrams like pie chart.
• 14.
  QUESTIONAIRE FORMAT Dear Sir/Madam I,Nitin kumar from NIFT Kolkata doing the summer project on the topic “Consumer behaviour towards Apparel Industry”, as a part of my curriculum. I request you to spend few minutes of your valuable time in filling my questionnaire. Name: …………………………………. Date: .................................................... Place: ................................................... College: ................................................. 1. Gender (1) Male ( ) (2) Female ( ) 2. Age (1) 20 - 25 Years ( ) (2) 25 – 30 Years ( ) (3) 30 – 35 Years ( ) 3. What type of factors influence your purchase? (1) Brand ( ) (2) Colour& design ( ) (3) Cost ( ) (4) Quality ( ) 4. What is your budget for most of the time? (1) Rs.300-500 ( ) (2) Rs.500-800 ( ) (3) Rs.800-1000 ( ) (4) Above Rs.1000 ( ) 5. Does any actor/advertisement or any other media influence your purchase? (1) Yes ( ) (2) No ( )
• 15.
  6. When doyou purchase apparels mostly? (1) Occasions ( ) (2) Discount Sales ( ) (3) As per the need ( ) (4) Availability of funds ( ) 7. How often do you purchase apparels? (1) Once in a Year ( ) (2) Twice in a year ( ) (3) Monthly ( ) (4) Occasionally ( ) 8. What type of shopping you prefer mostly? (1) Online ( ) (2) Super market ( ) (3) Mall ( ) (4) Local shops ( ) 9. What kind of style suits you most? (1)Latest ( ) (2) Ethnic ( ) (3)Traditional ( ) (4) All ( ) 10. What apparel categories do you prefer for shopping? (1) Casual ( ) (2) Formal ( ) (3) Ethnic ( ) (4) All ( ) 11. Which of the following do you prefer mostly? (1) Readymade ( ) (2) Tailor made( ) (3) Both ( ) 12. What culture do you prefer for apparel shopping? (1) Indian ( ) (2) Western ( ) (3) All ( )
• 16.
  13. What influenceyou for apparel shopping? (1)Trend ( ) (2) Tradition ( ) (3)Culture ( ) (4) All ( ) 14. Who influences you the most when you shop? (1) Parents/Husband ( ) (2) Siblings ( ) (3) Friends ( ) (4) Own preference ( ) 15. Do celebrities influence your purchase decision for apparels? (1) Yes ( ) (2) No ( ) (3) Sometimes( )
• 17.
  REFERENCES • Fashion fromconcept to consumer; 4th edition; Gini Stephens Frings. • Fashion from concept to consumer; 7th edition; Gini Stephens Frings. • Assael, H. (1992). Consumer behaviour and marketing action. (4th ed.). Boston: PWA-Kent. • https://www.google.co.in/webhp?sourceid=chrome- instant&ion=1&espv=2&ie=UTF-8#q=consumer%20behaviour%20apparel • Apparel Shopping Behaviour in apparel- Research Gate.