Essays academic service


Dissertation on consumer buying behaviour towards branded apparels

Textiles exports represent nearly 30 per cent of the country's total exports. Apparel is billion-dollar industry employing millions of the people around the world. Over the last one decade, apparel industry has gone through the drastic change in the world market due to end of Multi Fibre Agreement in 2005.

  • We have taken 100 respondents from Ludhiana for filling questionnaire;
  • Foreign brands gain wide consumer acceptance in India;
  • The study focuses on the consumers buying behavior in the fashion industry and the perception of consumers towards branded apparels;
  • Analysis of Data Appropriate statistical tools and techniques will be used for analyzing data to find objectives.

Indian garment industry is very diverse in size, manufacturing facility, type of apparel produced, quantity and quality of output, cost, and requirement for fabric etc. It comprises suppliers of ready-made garments for both, domestic or exports markets.

  1. The Business of Fashion.
  2. Mintel reported in his study that 20-24 and 25-34 age groups are target to the marketers as women are less anxious about quality they prefer style in their clothing.
  3. Size of the Sample The sample size has been restricted to 200 consumers keeping in mind the research objectives and constraints.

This study is focusing on females buying behavior during the purchase of their apparel. Now, it is important for marketing people to know about their preferences according to age group and occupation.

Other factors like culture, tradition and occasions are also playing the major role in female buying behaviors. Therefore, the choice is also differ from person to person. Today, the consumption is no more a process due to the need of consumers but, in accordance with the wishes of consumers has become an evolving process.

Therefore in terms of dissertation on consumer buying behaviour towards branded apparels, consumer behavior in order to define their influence has become necessary to examine the factors that remain. The process of the human consumption which has been presented from the beginning was initially an activity that must be fulfilled for the rest of life, whereas today, it has been the goal of life.

In this study, concepts such as influences, preference, and buying behaviour are classified and discussed in detail. The preference and buying behaviour changes from individual to individual due to various factors such as personal preference, culture, tradition, occasion and other factors like economic, influence of reference group.

As a result, the female buying behaviour has changed from individual to individual. Coimbatore is the second largest city in terms of population of Tamil Nadu after Chennai. It has a corporation area of 105. Coimbatore is also known for its various industries, engineering goods, health care facilities, friendly culture and hospitality. The Coimbatore is known for its strong economy and a reputation as one of the famous industrial cities in South India.

Coimbatore serves as an entry and exit point to neighbouring Kerala and the ever-popular hill station of Udhagamandalam Ooty. Coimbatore enjoys a very pleasant climate the year round, aided by the fresh breeze that flows in through the 25-km long Palakkad gap in the Western Ghats. There are more than 30,000 tiny, small, medium and large industries and textile mills in Coimbatore.

The city is known for its entrepreneurship of its residents. In spite of its prominence as a bustling industrial city, Coimbatore still remains one of the pollution free cities in India. Covering an area of 23. The major industries include textiles, textile machinery, automobile spares, motors, electronics, steel and aluminum foundries. Tirupur - a neighbouring town has carved a niche for itself in the garments market.

Agriculture however remains the major occupation. The language spoken in Coimbatore city is mainly Kongu Tamil. The city is also known as an education hub in south and become the favorable choice for both state. The average literacy rate is 76.

This will provide them to know about the existing customers as well as the future expectations in same segment. This will guide to entrepreneur for making a strategy to enhance the product and customer values to retain the existing ones and attract the new customer for getting consistent business in long run.

The other areas apart from Coimbatore are not included dissertation on consumer buying behaviour towards branded apparels the study. Time is also one of the impediments for the study. Consumer behaviour is the study of how individuals spend their available resources on consumption-related items.

It includes the study of what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it. Schiffman and Kanuk, 1996. To satisfy the needs and wants of the target customer is the main objective of marketing. Consumer behaviour is a subject that deals with the factors that affect the buying behaviour of a consumer.

It gives a clear idea that how consumer select, buy, use and dispose of product, service, ideas or experiences to satisfy needs and desires. Most of the companies always do the market research to find out the existing buying behaviour of the consumer. Kotler and Armstrong 2001 conducted a study to find out the answers to the following queries-what consumers buy, how they buy, what and from where they buy, etc.

Consumer purchases are influenced strongly by cultural social, personal and psychological characteristics. For most of the factors, the marketers cannot control them, but they account it to take before making any decision. Kotler and Armstrong, 2001 Stimulus-response model is the simplest model of consumer buying behaviour.

According to this model, the marketing stimuli i. The consumer decision making process does not occur in vacuum.

On the contrary, the underlying cultural, social, individual and psychological factors strongly influence the decision process. The starting point of understanding buying behaviour is the stimulus response model. The buyer's characteristic and decision process leads to certain purchase decision.

A consumer's buying behaviour is influenced by cultural, social and personal factors Kotler, 2003. In any particular society, the people are categorized by the power and prestige. On the basis of this criterion, the hierarchy of lower, middle and upper class has been set up Assael, 1998. There is a great impact of social factors in the consumer buying behaviour.

An Analytical Study of Consumer Buying Behavior Towards Fashion Apparels in Ludhiana

Buyers are influenced by the reference groups, family members, etc. Consumer's buying behaviour also depends on the personal factors like age, gender, education, lifestyle, personality and income.

There are several literatures available in favor of these factors as an influential constituent of the buying decision made by the consumers. Sex or gender has been considered as an important cultural component. In every society, we find products that are both exclusively and strongly associated with gender. It is, therefore, worthy enough to fit gender in the category of sub-culture. Age has been found to affect the consumption pattern of products and service because of difference in demand.

Product choice is greatly affected by one's economic circumstances, such as spendable income and so on Kotler, 2004.

Income is also a major factor in people's ability to buy products or to use a service Capon and Hulbert, 2001. Now coming to the concept of marketing, we found that the role of marketing mix is also important in making the buying decision by any consumer. The marketing mix consists of everything the firm can do to influence the demand for the product. The many possibilities can be collected into four groups of variables known as the 'Four Ps', i.

We have come across the number of studies done in international level on behavioral aspect of consumers in the context of retail marketing. The various factors influencing people's shopping behaviour have been observed by Reichheld 1996Verdisco 1999 and Erika 1999. As customers expectation move continuously upward, it is imperative for the retailers to avoid the complaints which invariably lead to customer dissatisfaction. Berry 1996Brookman 1998 and Jackson 1999 have identified situations which result consumers' dissatisfaction towards retail brands.

Some studies have also found consumer loyalty as an important area. Connors 1996 opined the retailers delivering genuine benefits based on intimate knowledge of their customers could only reap the ultimate benefit i. Thus, consumers' buying behaviour has drawn a considerable attention of the earlier researchers. Sarvanan Its impact on designing marketing strategies also dissertation on consumer buying behaviour towards branded apparels the part of a sizeable number of studies.

But, while reviewing the literature on buyer behaviour as well as retail marketing, only microscopic number of studies has been found available that analyzes how consumer behaviour functions in retail market. Frequent change in lifestyle also dictates a continuous variability in the fashion preference of consumers giving organized retailers a wide scope of opportunity to appear with newer fashion apparels.

The icing on the cake is the garment-manufacturing sector's appearance as the most promising segment in the textile chain after 2005 creating a large demand for finished products.

Driven by the need, the researchers felt necessary that the study seeks to identify and assess the importance of the factors that shape the buying behaviour in the Indian organized retail apparel segment.

We find that the marketing decision makers are wandering to find what exactly dissertation on consumer buying behaviour towards branded apparels a customer buy the product and try to figure out what really drives buyer behaviour from the large number of possible purchasing criteria.

According to certain research, shopping is a gendered activity and it is women who to the largest extent go shopping. Dholakia, 1999 To describe shopping as a gendered activity can however be an oversimplification. Despite this fact, there are still some general differences between the female and male shopping behaviour.

Shopping has for long been associated with the domestic sphere and has according to gender role attitudes been regarded as a feminine activity. Women see clothes as a mean for self-identity, whereas men focus more on functional benefits. It is a break from the normal routine and it is an opportunity for fantasy and self-expression. Shopping for clothes is considered recreational, satisfying and rewarding. For women shopping for clothing is a strictly individualized responsibility.

Women claim shopping more than men and see shopping as something important. Since, women see shopping as something recreational, it is important to emphasize the hedonic and experiential attributes of shopping. Dholakia, 1999 shop as men and the typical window-shopper is a woman. When women make buying decisions they include many kind of senses and see a bigger picture.

  • Most of the companies always do the market research to find out the existing buying behaviour of the consumer;
  • This study is conducted to find perception of consumers towards branded apparel;
  • Demo-graphic and Psycho-graphic of individuals were analyzed separately to find the exact impact on their purchase towards branded apparels.

Women can easier take in more and different kind of information from the environment than men do. Women are interactive in their shopping style and like to carefully try on, test and sample products before they buy them. Women seldom see things and buy them. Before they make the purchase they are usually engaged in a decision-making process. They may come across the product a few times, think about it, research it, ask their friends and then start the process all over again.

The process also involves getting validation from different reference resources, or word-of-mouth sources. Females actively seek new styles and fashion trends to a larger extent than men.

  • Sampling Unit For the study the sampling unit will consist of consumers from different age groups from Patiala, Ludhiana, Sangrur, and Chandigarh, State Punjab [ 19 - 25 ];
  • Size of the Sample The sample size has been restricted to 200 consumers keeping in mind the research objectives and constraints;
  • The study focuses on the consumers buying behavior in the fashion industry and the perception of consumers towards branded apparels.