Capstone Project Report On

“Study on buying behavior regarding branded apparels among young youth”

Submitted to:

CHITKARA BUSINESS SCHOOL

in partial fulfillment of the requirements for the award of degree of
Master of Business Administration

Submitted by: Supervised by:

SAHIL MALHOTRA DR. AMANDEEP SINGH

ROLL NO. 1820982063 (Professor)

CHITKARA BUSINESS SCHOOL

CHITKARA UNIVERSITY

2019

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DECLARATION

I,”Sahil Malhotra”, hereby declare that the work presented herein is Genuine work done
originally by me and has not been published or submitted elsewhere. Any Literature, data
or work done by others and cited in the report has been given due Acknowledgement and
listed in the reference section.

Name :- Sahil Malhotra

Roll No :- 1820982063
Date:

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TO WHOMSOEVER IT MAY CONCERN

This is to certify that the capstone report titled “A study on the factors affecting the
consumer buying behavior regarding the Branded Apparels amongst the youth
carried out by Mr.Sahil Malhotra, S/o Mr. Vipin Malhotra has been accomplished
under my guidance & supervisions a duly registered MBA student of the Chitkara
University , Rajpura. This project is being submitted by him/her in the partial fulfillment
of the requirements for the award of the Master of Business Administration from
Chitkara University , Rajpura.

His dissertation represents his original work and is worthy of consideration for the award
of the degree of Master of Business Administration.

Date: ______________________________

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 ACKNOWLEDGEMENT
Pursuing MBA in an institution like “Chitkara University” which is fuelled by the
individuals with so much zest and energy, “learning” up to form a formidable force, was
in itself a true learning experience which is going to help me immensely in my career.
There is no substitute to “Teamwork”; this is one of the many lessons I learnt while
making my Report for Capstone Project during my 4h semester in Chitkara University ,
Rajpura.

I would like to take the opportunity to thank my Project Supervisor- Dr. Amandeep
Singh for providing us an opportunity to work with him for Capstone Project. I would
also like to acknowledge the ready help and sincere advice of all other faculty working in
Chitkara University, .Their knowledge and guidance acted as a spark for igniting my
mind towards Capstone for which I will always remain thankful to them.
The individual and personal efforts of everyone concerned were memorable and I am
once again sincerely thankful for there cooperation and providing me the required
information and resources and helping me throughout for the successful completion of
this project.
Lastly I would like to thank my parents, brother & friends for their constant
encouragement without which the assignment accomplishment was not possible.

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Executive Summary

More information is needed to understand the consumer. Although expanding in the past
five years, research about the buying behaviors of consumers has tended to be slightly
change in the buying behavior. Retailers and marketers should understand the immense
diversity among consumers if they are to market apparel accurately and successfully.

The purpose of this research was to investigate youth to examine if differences in their
buying behavior for apparel exist. In addition, consumer attributes (i.e., apparel
involvement, self-esteem, reference group, social class, and media) and personal
characteristics were investigated separately and in relation to the purchase behavior of
male/ female.

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CHAPTER NO. CONTENTS PAGE NO.

1 Introduction to apparel fashion

1.1 Apparel Industry
1.2 Player in apparel market
1.3 Players

1.4 Objective of the study

1.5 Need of the study
1.6 Scope of the study

2 Literature Review
3 Research Methodology
3.1 Research Design
3.2 Design of the study
3.3 Sampling
4 Data Analysis and Interpretation

5 Finding, Recommendations & Conclusion

5.1 Finding
5.2 Limitation

5.3 Recommendation

5.4 Conclusion

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 LIST OF TABLES

TABLE NO. TABLE DISCRIPTION

2
3
4
5
6
7
8
9
10
11
12
13
14
15

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CHAPTER NO: 1

1. Introduction to Apparels Fashion.

Apparel fashion has always changed no matter what category of apparel it is, and men’s
business wear is no exception. Social forces are believed to influence fashion including
men’s. Ones spouse, family and culture are some of the forces that change fashion.

An example of ones spouse influencing an individual, when he buys apparel, is that she
may accompany him and offer suggestions when he purchases items of apparel. A male
consumer’s family and culture can influence his purchase decision because of the social
interaction he has with them, including whether his dress is acceptable to the groupA
more proximal construct to brand loyalty and aims to offer a complementary perspective
to understand emotional attachment to brands.

Identification of the role of apparel as a sign of business success is not a new concept. A
review of related literature revealed that self-image/product image congruity was related
to an individual’s behavior to a particular item and that apparel products had symbolic
meaning. Studies have considered the relationship between the self and apparel and have
taken into account the various aspects of the self such as actual self-image and ideal self-
image.
In a highly competitive world, marketers find it increasingly difficult to make their
brands “Sticky” enough. While marketers aggressively pursue loyalty programs, the
results remain less than spectacular. Is it possible to build brands that create and maintain
a powerful attraction for consumers?
If the image of an outfit were a positive match with the self-image, including both the
actual self and the ideal self, the apparel item would be worn most of the time.

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Buying Behavior Among Youth
India is changing with the latest trends in apparels and among other factors. India is also
known for its fashion as well as for Casual , Corporate ,Ethnic and traditional apparels
have been an identity of India since long. But now-a-days fashion apparels have changed
the scenario of Indian market.

Modern consumption patterns have changed and evolved where consumers are well
aware of fashion trends and updates are easily available to consumers for all segment
through different media channels which plays a vital role nowdays due to change and
modernization era.. This has changed consumers motivation behind their fashion
consumption as well, some uses fashion as a means of presenting themselves to the
society at large and showcasing themselves in style among friends and family. Fashion is
a dynamic phenomenon which changes with time; irrespective of whether it is a
garment ,cosmetics or jewellery, but to define how fashion has changed. Every year a
bewildering array of styles are prepared all over the world and replaced the year after
with new ones. Fashion clothing industry is completely dependent on constant ideas and
new expectations of the youth.

This research investigates

Cultural factors such as apparel involvement, media, and reference group influences, self-
esteem and social class. It also investigates demographics such as income and age.
Do cultural influences, how much money they earn, and their age make a difference in
their apparel choices? Do they let their wives chose their clothes or do they make these
choices?
The findings of this research study offer both theoretical and managerial contributions to
the brand romance. Thus it can be concluded, developing strategies and tactics aimed at
building strong and lasting relationships between customers and brands, it may be
important to consider the manner in which the marketing communication messages are
bolstered and reinforced. Developing close “connections” with a given brand as well as
with the brand community should also solidify strong and lasting relationships between
customers and the brand.

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1.1 APPAREL INDUSTRY

The Multi-Fibre Agreement (MFA), that had governed the extent of textile trade between
nations since 1962, expired on 1 January, 2005. It is expected that, post-MFA, most tariff
distortions would gradually disappear and firms with robust capabilities will gain in the
global trade of textile and apparel. The prize is the $360 bn market which is expected to
grow to about $600 bn by the year 2010 – barely five years after the expiry of MFA. An
important question facing Indian firms is whether their capabilities and their diverse
supply chain are aligned to benefit from the opening up of global textile market?

The history of textiles in India dates back to the use of mordant dyes and printing blocks
around 3000 BC. The diversity of fibres found in India, intricate weaving on its state-of-
art manual looms and its organic dyes attracted buyers from all over the world for
centuries. The British colonization of India and its industrial policies destroyed the
innovative eco-system and left it technologically impoverished. Independent India saw
the building up of textile capabilities, diversification of its product base, and its
emergence, once again, as an important global player. Today, the textile and apparel
sector employs 35.0 mn people (and is the 2nd largest employer), generates 1/5th of the
total export earnings and contributes 4 per cent to the GDP thereby making it the largest
industrial sector of the country. This textile economy is worth US $37 bn and its share of
the global market is about 5.90 per cent. The sector aspires to grow its revenue to US
$85bn, its export value to US $50bn and employment to 12 million by the year 2010
(Texmin 2005).

In the Indian Market so many National as well as International brand in different

apparel segment which include:

 Corporate Wears
 Ethnic Wears
 Sports Wears
 Casual Wears

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1.2 PLAYERS IN APPARELS MARKET

As we have discussed that there are so many players are rulling in the Indian apparels
industry out of which some players are national Players & some players are of
International standards

Every player have their different product portfolio in a particular apparel segment Or
there are many players in each apparel segment which we have discussed above i.e.
corporate/formal wears, ethnic wears, Sports wears & casual wear segment

1.3 PLAYERS

 Corporate Wear’s segment

 LOUIS PHILLIP
 JOHN PLAYERS
 PROVOGUE
 PETER ENGLAND
 PARK AVENUE
 Arrow

 Casual wear’s segment

 Roadster.
 Tommy hilfiger.
 Flying machine.
 Pepe jeans.
 Wills lifestyle.
 Peter england.
 John players.

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  Ethnic wear’s segment

 Timberland
 Libas
 Fab india
 Millionaire
 Heritage
 Diwan sahib
 Amarsons
 Siyarams
 Cambridge

 Sports Wear’s Segment

 Reebok
 Nike
 Fila
 Yonex
 Puma
 Polo

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1.4 Objectives Of The Study

Objective behind this capstone project which we are going to conduct on the buying
behavior of the male towards branded apparels are:

 To study and analyze the brand preference of youth in buying branded apparels
 To study the most preferred brand in the apparels segment amongst the youth.
 To study the factor which influence the buying behaviour for branded apparels.

1.5 Need of the study:

As in this competition era everyone, must be aware about the customer needs & wants &
what a consumer expects from the company. So it is mandatory that they must have this
information or a customer data base if u wants to stay in the market to competitive edge
in the market. After conducting this study we must be able to understand what customer’s
wants from a brand, why he switches to other brand, what are the factor which force him
to purchase branded apparels. By which company can formulate the strategies as per the
customer needs & deliver them the products which consumer want from the company
which will be profitable for the company.

1.6 Scope of the study

Scope of the study is that after gathering the information about the youth who like to
purchase the branded apparels & after studying the factors which influence them to go
with that specific brand ,it includes demographic factors, cultural influences, & social
class .This study will be helpful for the companies who are in this business segment of
appearals.they will be able to know the taste & preferences of the consumer & what will
be the products & services which will help them to change the non user into user of their
brand & retain their existing customer by providing them the products which they want
from the company. This study will help them to formulate & implementing the marketing
strategies.

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CHAPTER NO: 2

Literature Review
Gabay Gillie(2009):- The purpose of this paper is to empirically test the consumer-
centered approach to brand management theorized by Rust, Zeithaml and Lemon in 2004
to assist companies in reducing the depreciation of brand equity. Brand equity was
operationalized in the context of conjoint measurement..Companies holding strong
brands will need to define product design & Faison in terms of their perceived
functionality across consumer cutting edge methodology to test mindset segmentation by
combinations of product features as a new basis for brand management was used. In
contrast to traditional segments. Companies are to build and position brands around
customer segments. Product quality & design instead of brand names emerged as the
primary source of value across segments..

Fournier (1998):- They did a research on brand love and answered the question of
whether consumers can experience a feeling of love toward a brand, she established that
such a feeling may exist and consumers may develop strong relationships with brands.

Whang et al (2004) did a research and stated the concept of love is based solely on the
theory of interpersonal relationships. No single interpersonal theory can claim to have
seized all emotions linked to love. Choosing any particular theory of interpersonal
relationships excludes the contributions of other studies in defining this feeling. This
research uses a methodology that attempts to circumvent these limitations.

Rossiter and Bellman (2005) did a research in Australia on Emotional branding pays
off: how brands meet share of requirements through bonding, companionship, and love.
The research showed the successful attachment of a specific emotion to a brand is an
increasingly popular advertising strategy.

Carroll and Ahuvia (2006) did a conceptual research that the brand can make
its own reputation through consumer by their word of mouth, loyalty and their

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satisfaction. The research was all about that how it can help in explaining and
predicting the variation in the rate of consumption or buying of products of
satisfied consumer in future. There are also some limitations that that every
consumer have different reason for the brand because of loyalty, appearance
etc.
Long-Tolbert & Gammoh (2012) did a research on investigating brand
romance, brand attitude and brand loyalty in the cell phone industry. They
found that the emotional attachments that consumers foster with brands are
important to marketers who wish to establish long-term relationships with their
consumers.

Ismial, Spinelli (2012) did a conceptual research in UK to develop a causal

model related with brand image, brand personality and brand love. He describes
the causal model to to find the gap between the three. The conclusion of the
research project is that brand image is the factor of brand love that affect the
brand personality.

Branded product play a vital

role in the global market
especially in Indian markets,
the country economic
growth is rapidly changing
and moreover people life

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style, purchase behavior and
purchase power is
consistently increasing since
globalization. The apparels
industry in India is one of the
growing segments
and its contribution to Indian
GDP rate is 4%.
Branded product play a vital
role in the global market
especially in Indian markets,
the country economic
growth is rapidly changing
and moreover people life

16
style, purchase behavior and
purchase power is
consistently increasing since
globalization. The apparels
industry in India is one of the
growing segments
and its contribution to Indian
GDP rate is 4%.
Branded product play a vital
role in the global market
especially in Indian markets,
the country economic
growth is rapidly changing
and moreover people life

17
style, purchase behavior and
purchase power is
consistently increasing since
globalization. The apparels
industry in India is one of the
growing segments
and its contribution to Indian
GDP rate is 4%.
K.Maran 1 J. Badrinarayanan and T. Praveen kumar examined the Branded product
play a vital role in the global market especially in Indian markets, the country economic
growth is rapidly changing and moreover people life style, purchase behavior and
purchase power is consistently increasing since globalization. The apparels industry in
India is one of the growing segments and its contribution to Indian GDP rate is 4%.

Batra, Ahuvia and Bagozzi (2012) did a conceptual research for the statement
that consumer pay money for premium brands. They did the study that how
consumers differentiate various brand on the basis of various factors such as
emotions, image, money etc. the main argument against that research is that
sometimes brand is not able to satisfy the consumer.

Batra (2012) did a research and provided the strongest evidence for its
definitions and measure, and created a brand love model containing: Positive
attitude valence, Positive emotional connection and Self-brand integration.

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Kamalaveni (2008)the study has reveal purchasing of branded garments is not
impulsive. However, compared to women, male buyers visit the showroom for
passing the time; the number of people visiting the showroom with a brand in
mind is same as the number of people visiting the showroom with no brand in
mind; Advertising has maximum impact in creating brand awareness

Pieter’s’ (2013) work on materialism that looked specifically at each of the

underlying dimension of the materialism construct.discriminated brand love
from three important relational constructs: brand trust, brand identification and
brand commitment.

Yassin and Shamin (2013) did a simple random sampling research in Pakistan
to find the role of word of mouth and intension to buy it. The finding was that
brand trust and brand experience towards the brand is the result of effective
word of mouth. The argument against the favor is that sometimes the product
did not match the expectation created by word of mouth.

Sallam, Wahid (2015) did a study of various variables which the consumer
think during the buying of the product like price, brand image etc. the major
findings was that consumer focus on various aspects like price, brand image
and everything which make them to love their brand or we can say that make
them a loyal customer. The limitation is that if brand does not satisfy the
consumer than the consumer shifts to other brand.

Yin, H.S. and Susan, S. (2012) this study examine the purchase preferences towards
foreign and domestic branded apparels. It was found that preferences towards foreign
branded apparels are related to the level of purchasing power and is not related to the
demographics variables. 58% of the students surveyed preferred foreign branded apparel.
There is a positive relationship between media influence and preferences towards
foreign/domestic branded apparels. The more a person is exposed to the media, the

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stronger will be the influence of the media in “persuading” the individual to purchase the
apparel.

Florence (2009) did a conceptual research in France to measure the love

construct and understand the limitation of it in the market. They also found that
due to love construct two brand love scale have been developed but they are
subject to conceptual limitation. The limitation of the research is that it is
difficult to determine whether the brand love can bring effect on object or
product as the study of brand romance is too much theoretically.

Götze Elisabeth(2008):- The purpose of the paper is to analyze children's impact on

innovation decision making empirically. This paper is a diary study with 14 parents
depicting their experiences with regard to the topic of interest over a period of two weeks.
This paper helps marketers tailor appropriate marketing and innovation strategies. Special
attention is given to the familial dynamics in the innovation decision-making process.
This is to prevent inter-family conflicts fuelled by the children's requests. This is one of
the first attempts to test Rogers' innovation-decision process. Moreover, despite its many
bonuses, the diary method has rarely been applied in the context of familial purchase
decision making. Children's influence is stronger in earlier stages of the innovation
buying process, based on different communication strategies with differing effects on
their parents' purchasing behaviour.

Ian Phau (2008): The research findings indicate that status-seeking teenagers have
overall, a more positive attitude toward foreign luxury brand apparel as compared to
Australian luxury brands, with the exception of Chinese brands. On the other hand, non-
status seeking teenagers reported that they have more positive attitude towards Australian
brands than foreign brands, and consider Australian luxury brands superior to all three
foreign brands with regards to ease of care and comfortThe research findings indicate that
status-seeking teenagers have overall, a more positive attitude toward foreign luxury
brand apparel as compared to Australian luxury brands, with the exception of Chinese
brands. On the other hand, non-status seeking teenagers reported that they have more

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positive attitude towards Australian brands than foreign brands, and consider Australian
luxury brands superior to all three foreign brands with regards to ease of care and comfort

Matzler Kurt(2008):- The purpose of this paper is to explore the relationship between
the customer's risk aversion and its relationship with brand loyalty and to test empirically
whether this relationship is mediated by brand trust and brand affect. A randomly
selected sample of Austrian mobile phone users was drawn. Their risk aversion, two
forms of loyalty (attitudinal and repurchase. This paper explains why certain customers
have more trust and experience more affect than others and how this is related to loyalty.
Hence, marketers can increase brand loyalty by targeting more risk aversive customers.
Customer's risk aversion is significantly related to the two forms of loyalty (attitudinal
loyalty and brand loyalty). When brand affect and brand trust are introduced into the
model, the previously highly significant relationship between domain-specific risk
aversion and attitudinal loyalty becomes insignificant and the risk aversion-repurchase
relationship becomes much weaker, while risk aversion strongly influences brand trust
and brand affect

Isabel J. Grant (2006) Isabel J. Grant in his study“Buying behaviour of “tweenage” girls
and key societal communicating factors influencing their purchasing of fashion clothing”
said that The term “teenagers’” is relatively new in marketing terminology, but has
captured the attention and interest of marketers and many commercial stakeholders in
different fields of business, who are or are becoming aware of the huge potential of this
group. “Tweens” are those young people whose ages range from “pre-adolescent to 14
years” and have been described as “the richest generation” in history and the spending of
this age group “has roughly doubled every ten years over the last three decades”

Eun Joo Park (2005) in his study “A structural model of fashion-oriented impulse
buying behavior”Said that Impulse buying behavior is a sudden, compelling, hedonically
complex buying behavior in which the rapidity of an impulse decision process precludes
thoughtful and deliberate consideration of alternative information and choices .Several
researchers have reported that consumers do not view impulse purchasing as wrong;

21
rather, consumers retrospectively convey a favorable evaluation of their behavior .Other
researchers have treated impulse buying as an individual difference variable with the
expectation that it is likely to influence decision making across situations

Judith Cardona Forney (2005):Judith Cardona Formation in his study said that
Emotion that encompasses affect and mood is an important factor in consumer decision
making. Typically, emotion is classified into two orthogonal dimensions (e.g. positive,
negative). Positive emotion can be elicited by an individual's pre-existing mood, affective
disposition, and reaction to current environmental encounters (e.g. desired items, sales
promotions).Emotion strongly influences actions including impulse buying . Consumers
in more positive emotional states tend to have reduced decision complexity and shorter
decision times). Moreover, when compared to negative emotion, consumers with positive
emotion exhibited greater impulse buying because of feelings of being unconstrained, a
desire to reward themselves, and higher energy levels .

Palanivelu & Ganesh (2013) demonstrated the role of Indian Trade Policy in textile
sector, and analyzes the impact of government support and incentives. Further it also
explored the contributions of textile industry towards the economic development of the
nation through export trade. The key risk identified in this sector is foreign exchange
losses due to the volatility in the rupee against the US dollar as well as higher interest
costs; large portion of the processing capacity is obsolete. Further state of the art
integrated mills exist majority of the capacity lies currently with the power loom sector
this has also resulted in low value addition in the industry and also Indian textile
industries need to increase focus on product development. The key strengths identified in
Indian textile sector are abundant availability of raw materials, low cost skilled labours
and also growing domestic markets. So the Government of India must take some effort in
the forth coming years towards the optimum utilization of all the key strengths and also
the government should minimize the risk by means of increasing the support and
incentives.

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Z. Gokalp Goktolga (1993).The second tier of factors can be seen to relate to corporate
and master brands which both cover a wide range of products but are also a way of
explaining what those products are for. This is likely to be especially important when line
extensions or product innovations are introduced.The importance of marketing factors
was cited by– sales promotions are the strongest reason, while direct marketing is the
softest. Brand advertising will help to create loyalty among one in five consumers, as will
the way consumers are treated by the stores where they buy these products household
goods companies have to be sure that their distribution chains also provide good service.
This is further reinforced by the importance of convenience as factor. The factors which
create loyalty among consumers range in nature, but also in importance.

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 CHAPTER NO : 3

RESEARCH METHODOLOGY:

This chapter of the study is going to discuss the research methods involved in the study.
This chapter is going to deal with design of the study, research objectives, sample design,
reliability check, data collection and data analysis tools and techniques going to use in the
study.
3.1 Research Design:

A research design is an arrangement of conditions for collection and analysis of Data in a

manner that aims to combine relevance to the research purpose with Economy in
procedure. It constitutes the blueprint for collection, measurement and analysis of data.
My research design will be exploratory research design.

3.2 Design of the study

This study is quantitative in nature. There is use of non-probability convenience
sampling. A descriptive research design was followed since it focuses on collecting data
from respondents for the purposes of calculating statistics in order to achieve clearly-
defined objectives. Prospective respondents in the university were approached by
fieldworkers based upon convenience, firstly to determine whether they qualified to take
part in the study and, secondly, to then ask them to take part in the study. The one who
had done shopping from online website were the
Target population. The data was collected from target population of Youth in Zirakpur

3.3 Data Collection:

In dealing with any real life problem it is often found that data at hand are inadequate,
and hence, it becomes necessary to collect data that are appropriate. The researcher can
collect data either through primary source or secondary source.

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 a) Primary data: These are those data which are collected afresh and for the first
time, and thus happen to be original in character. I will be using the structured
questioners.
b) Secondary data: These are those which have already been collected by someone
else .I will collect it from the sources like internet, published data etc.
DATA COLLECTION METHOD AND TOOL
The method used for collection of data for this research paper was Survey Method. and
the tool used for this data collection was Questionnaire

3.3 Sampling
For this particular research, the sampling has been done with respect to the brand apparel
among youth platforms chosen as well as with respect to the respondents.

SOCIAL MEDIA PLATFORMS

Only a selected number of platforms, available, were studied in this research. Hence,
Judgment Sampling was used as most popular and widely used during online survey
which is based on the judgment of the researchers.

NUMBER OF RESPONDENTS:

Simple Random Sampling was used as each individual out of the entire population had an
equal chance of getting selected. A sample of 100 respondents was taken after simple
random sampling.

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4. DATA ANALYSIS& INTERPRETATION
In order to extract useful results for reaching a strong conclusion and decision-making, it
is important to analyze the data. Analysis process includes examining the data, building
relation of different data types with each other and trends of different factors.

For measuring data, i.e. answers obtained from questionnaire have been analyzed in a way
to build patterns of Youth”
1. Education Qualification
Qualification %age

Matriculation 9%

Under Graduate 17 %

Graduation 40 %

Post Graduation 34 %

Qualification
9%
Matriculation
34 17 Under Gaduate
% % Graduation
Post Graduation
Other
40
%

Interpretation

In this above graph you can check mostly among youth are Graduated or going to be so it
is 40%. If we talk about others in Post graduation youth mostly is at age of 25 Years
approx so it makes it easies to know more about brand apparels among youth.17% are
under graduate and 9% are matriculation.

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2. Occupation

Occupation %age
Student 29 %
Self Employed 34 %
Private Sector Employee 26%
Government Sector 9%
Employee
Others 2%

Occupation
2%
9%
Student
29% Self Employed
Private Sector Employee
26% Government Sector
Employee
Others

34%

Interpretation
The majority of the respondents among whom the survey was conducted were self
employed i.e.34%. 29% are the ones who are student .Only 2% respondent out of the total
was others and 9% are the government sector employee.

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3. Awareness about the International /National Brands of Apparels

Aware %age

Yes 100

No 0

120
100
80
60
%age
40
20
0
Yes No

Interpretation: From above graph & Table it is clear that out of the total sample of
100 male everybody is aware about the national & International brands of apparels.
As we can say that most them are aware about national brands as compare to the
international brands . But still they don’t buy international brands may be because of
price sensitivity .

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4. Degree of Preferences of branded apparels among the Youth Males

Preference %age

Mostly Preferred 65
Preferred 17
Moderate 10
Least Preferred 5
Not Preferred 3

Degree of Preference
Mostly Prefered Prefered Moderate
Least Prefered Not Prefered
10%5% 3%

17%

65%

Interpretation

In the above graph we can see that among youth 65% and 17% believe in buying
branded apparels may be because they want better quality with good brand which is only
available in branded apparels. If we talk about 10% and 5% these are the youth which
don’t much emphasis on the branded apparel as they donot have specifi demand among
the brands atlast 3% are those because they just buy national brand or some local brands.

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5. Apparel’s segment mostly liked by the Youth

Apparel Segment % age

Ethnic 5

Corporate 14

Casual 51

Sports 29

Apparel's Segment

5%
14%
29% Ethinic
Corporate
Casual
Sports

52%

Interpretation

As in the above data we can see that Youth mostly prefer & like other apparels
segment over the Casual wears which is 51% because these youth believe in fashion
which can only be showcased in casuals which are trendy and are most in demand.
About 29% these are youth who like to wear sports because the feel comfortable and
also showcase sporty looks. 5% is the lowest shown area because they say they like to
wear ethnic during festivals or some functions .14% is corporate as some youth are
working in corporate sector.

6. Reference group which influence the purchasing

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 Reference groups %age

Family 8

Friends 53

co-workers 7

Brand Itself 23

Others 9

Reference groups
9% 8%
Family
23%
Friends
co-workers
Brand Itself
Others
53%
7%

Interpretation

The above analysis states that 53% is the most covered area which is represented by
friends as among youth in both boys and girls it’s a custom they follow each other
among there friends not only in my area but among the globe. Then about brand itself
which is 23% which represents a new craze in market which influence youth by the brand
ambasdors and the advertisement. Atlast 8% is family , 7% is coworkers and 9% is
otherswhich the lowest posiblity survey among youth as they didn’t specify there reason.

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7. Media which males preferred while looking for information’s about apparels.

Media used %age

Television 21
Radio 2
Newspaper 4
Magazine 2
Internet 71
Others 0

Media Used

21
Television
Radio
Newspaper
2
4 Magazine
Internet
2
71

Interpretation

The above graph represents that 71% respondents are of internet and it’s a fact in this era
mostly youth adopt new trends from social sites which also helps in enhancing the digital
platform .21 % is television somehow we can say that still some youth follow fashion on
screen. 2% Radio , 4% Newspaper and 2% Magazine which is the least preferred.

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8. Price Sensitive Customer

Price Sensitive %age

Yes 65.6

No 34.4

Price Sensitive

34%

Yes

66% No

Interpretation
The above analysis shows that 65.6% are the price sensitive because mostly the youth, we
can say that they want to fulfill their wish but they focus on quality as well as price or
some are conservative among there demand of product.
34.4% are those who are not price sensitive they are concerned about the latest trend and
styles which come under fashion to fulfill there wish they buy premium products.

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9. What helps In making the good brand image?

Brand Image %age

Quality 34%
Communication Strategies 14%
Competitive Pricing 25%
Good value added service 15%
Discounts 12%

Brand Image
12% Quality
34% Commuication Strategies
15% Competitive Pricing
Good value added service
Discounts
25% 14%

Interpretation
As shown in the above data youth concerned about quality that is 34% and 25% is
competitive pricing which all depends on tough competition in market. it remains
same with the above 2 questions explained .So if we talk about good valued services
it is 15% and 14% communication strategies as it plays a very crucial role because its
the way to attract the customers .In Indian methodology discount plays a important
role in every field not only in brand so it is 12%.

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10. Will you stick to the same brand, if their price increased?

Stick to same Brand %age

Up to a certain limit price increase 46%
Yes, irrespective of the price increase 33%
No, I may look for different products 25%

24%
Up to a certain limit
44% price increase
Yes, irrespective of the
price increase
No, I may look for
32% different products

Interpretation

The above graph represents that 46% i.e up to some extent youth can manage if the
price increased of the brand apparels as they can adjust but they want company
should not downgrade the quality of product rather they should give more good
quality of product.
33% is irrespective of the price increases and 25% is no they will look for some other
brand because they feel its not mandatory that customer should fix to the one brand
its there wish they don’t feel comfortable with the product pricing to be increased .

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11. Do you use online website of the brand to purchase the product?

Purchase online
Yes 69.7%
No 30.3%

Purchase Online
3
0 7 Yes
% 0 No
%

Interpretation

As it is very much clear in the above graph that 69.7% people wants to buy
apparels online as they feel comfortable and convenient which helps in
saving their time. Moreover they are pretty sure that they will get good
quality of stuff if they buy online and have a trust on the brand. Whereas we
can see that 30.3% are the one who don’t want to purchase online as there
were various factors i.e they don’t trust online buying of apparels and
electronics because they might have been cheated in any kind of factor ,
some don’t have trust on the brand as they don’t get the similar product
ordered and some are the those who feels preferred to buy product on shop
rather than buying online.

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 CHAPTER NO: 5

Findings, Limitations, Recommendations & Conclusion

5.1 FINDINGS:

After conducting the whole survey on my project I found that

 Branded apparels are mostly preferred by the male youth when there are so many
national & international brands are existing in the market in the current fashion
oriented generation.

 Majority of the people are inclined more towards casuals. This is followed by
Corporate and Sportswear both getting decent responses. Ethnic comes last with
minimal number of respondents preferring ethnic wear.
 Friends are most favored reference group which influence youth to go for branded
apparels while purchasing over other like family & brand itself
 Males go for or choose internet media for getting information about the Apparels
brands.
 Majority of the sample size seldom tend to update their wardrobe and hence not
very often do they opt for pleasing colour combinations and seasonal trial of new
styles in apparels.
 Today’s youth sometimes ask their friends about their apparels before choosing
ones apparel for an event and hence do not care about buying new clothes similar
to that of their friends.

 In survey we also found that today’s youth always try new clothes without
planning to buy them. They not very often try on different apparels to impress
people.

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5.2 LIMITATIONS:

There are following constraints of the study which can be explained as:-

 The time of research was short due to which many fact has been left untouched
 Sample for the study taken is of only 100 consumers. This can also act as a constraint
in the study.
 While collecting data some of the respondents are not willing to fill the questionnaire,
so they might not fill their true behaviour. This can also be a constraint of the study.

5.3 RECOMMENDATIONS

After studying the buying behavior of the youth regarding the branded apparels,
what we recommend to the apparel’s manufacturing as well as marketing
companies is that:

 Youth is aware about the National & International brands but some of the brands are
not available in there locality so companies should expand their distribution
networks
 Consumer of the Indian market are very price conscious ,due to very high prices of
some international brand consumer is not able to afford that particular brands ,so
companies should make some of the stuffs of apparels available at the affordable
price as per the geographical regions.
 Most of the youth make the decision of buying the apparels when they saw that
celebrity is using & wearing that particular brands like HRX is promoted by Hritik
Roshan. So companies should promote their brands by endorsing the Celebrity
whose personality is matching with the brands.

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5.4 CONCLUSION

From the survey that was conducted, we conclude that majority of the people are inclined
more towards casuals. This is followed by Corporate and Sportswear both getting decent
responses. Ethnic comes last with minimal number of respondents preferring ethnic wear.

The survey shows that majority of the sample size seldom tend to update their wardrobe
and hence not very often do they opt for pleasing colour combinations and seasonal trial
of new styles in apparels. Also today’s youth only sometimes cares to be considered as
outstandingly well-dressed by their friends, which is majorly responsible for their trial of
accessories during the purchase of new apparels. Today’s youth majorly tend to go for
branded clothes and they always plan long-term for the final purchase.

Today’s youth sometimes ask their friends about their apparels before choosing ones
apparel for an event and hence do not care about buying new clothes similar to that of
their friends. The youth today, wears what they like irrespective of his/her friend’s
approval. The survey also depicts that today’s youth always prefers new clothes for
special occasions.

The survey shows that today’s youth always try new clothes without planning to buy
them. They not very often try on different apparels to impress people. They also very
rarely decide on clothes according to their mood and never connect self-confidence with
their apparels.

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 APPENDIX OF REPORT

Questionnaire
This project is purely for research purpose of MBA students of Chitkara Business School
to see the impact of buying brand apparels among youth. It will be ensured that all the
data and responses are kept private and confidential

DEMOGRAPHIC FEATURES

1.Name :-

2.Educational Qualification

 Matriculation
 Class 12
 Graduation
 Post-graduation
 Other

3.Occupation

 Student
 Self employed
 Private sector employee
 Government sector employee
 Other

Q.1 Are you aware about the International /National Brands of Apperals?

Yes No

Q.2 Degree of preferences of the branded apparels amongst you.

Mostly Preferred
Preferred
Moderate
Least Preferred
Not Preferred

Sr.no Casu al Corp orate E thn i c Sp orts wear

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 Roadster Louis phillip TIMB ER LAND R EEB OK
Tommy Hilfiger John players LIB AS NIKE
Flying machine Provogue F AB INDIA ADIDAS
Pepe jeans Peter england HER ITAGE YONEX
Levis Park avenue DIWAN S AHEB LOTTO
Wills lifestyle Donear AMAR S ONS SP EEDO
Polo Arrow S IYAR AMS HEAD
VIMAL P UMA
C AMBR IDGE SLAZENGER
If oth ers, pl ease sp eci fy

Q.3 Which apparel segment you like the most?

a) Ethnic
b) Corporate /Formal
c) Casual
d) Sports
Q.4 Who influence you most while going for the purchase of branded apparels?

a) Family
b) Friends
c) Co-Workers
d) Brand Itself
e) Others
(Explain) ________________

Q . 5 Which media do you prefer most while looking for information about apparels?

a) Television
b) Radio
c) Newspapers
d) Magazines
e) Internet
f) Others _____ (Explain)_________________________
g) Do Not Use

Q.6 Are you a price sensitive customer?

a) Yes

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 b) No

Q.7 What helps in making the good brand image ?

a) Quality

b) Communication strategies

c) Competitive pricing

d) Good value added service

e) Discounts

Q.8 Will you stick to same brand, if their price increased (and you are loyal towards the
brand) ?

a) Up to a certain limit in price increase

b) Yes irrespective of the price increase

c) No I may look for different products

Q.9 Do you use online website of the brand to purchase the product?

a) Yes
b) No

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