CHAPTER - 1

INTRODUCTION

1. INTRODUCTION
The Indian textile industry has a tradition of over 5000 years. The vision statement prepared by the Indian cotton mills federations has projected that the industry has potential to reach a size of $85 billion by 2010. Indias share in the global textile and clothing trade is expected to reach 6% in 2010(from 3%in 2002). There is immense potential for the Indian textile industry. To reap profit in the textile value chain, branding is necessary. An analysis of retailing or the distribution aspect of apparel is concerned, from 2001 onwards, organized retailing has accelerated drastically. At present top six cosmopolitan Indian cities account for 66% of total organized retailing. At present clothing and textiles has 36% of organized retailing. The domestic clothing, textiles and fashion accessories market is estimated to be Rs. 80,000 cr and about 13.6% of this retail market is organized. Thus, there has been a steady increase in consumer spend on clothing over the past few years. In India the college students as a market segment are emerged as of immense importance in terms of both, magnitude and spending capacity. The study evaluates the shopping behavior of local college students for apparel products in terms of psychological variables, store-choice variables as well as interpersonal influence. It was found that the college students and older customers differ in their shopping orientations and older customers not bargain-consciousness, need for variety and best quality, are more brand loyal, have higher price quality perception, price-consciousness, need for nearness and ambience than college students. Different factors accounted for the influence on students for apparel purchase - parents having the highest influence followed by peer store approval, friends' influence and peer product influence.

It is necessary to understand the factors influencing apparel shopping behavior of college students especially in the changed scenario of increased organized retailing in India the nuances of the changed consumer needs to be understood well. The study would help to understand the apparel shopping behavior of local college students in general.

1.1 THE APPAREL INDUSTRY IN INDIA

In India the key players in the branded apparel market are Arvind brands, Madura Garments, Raymond ltd and Wills lifestyle. The brands marketed by Arvind brands are Arrow, Lee, Wrangler, and Tommy Hilfiger. Excalibur, New Port, Flying Machine, Ruggers. Louis Phillipe ,Van Heusen, Allen Solly , and Peter England are by Madura Garments. Park Avenue, Parx, Manzoni, and color plus arre marketed by Raymond ltd. Wills Classic, John Players and Springwood are marketed by Wills Lifestyle. Levis India is changing the marketing strategies for its Denims and Non-Denim brands. On the one hand it is seeking to expand its presence in the Premium and Super-Premium segment by launching more products in this segment. On the other hand, it is seeking to strengthen its Value Brand - Signature. Launched last year and priced between Rs 599Rs999 in small towns and upto Rs 1399 in larger towns, Signature seeks to capture a large share of the Value segment of Branded Jeans - which is currently estimated at about 10 million units - by having more than 5000 sale points for the same throughout India (as against 1000 currently). The estimates for the market of Premium and Super Premium denim in India are about 7 million and 3 million and offer substantial possibilities for growth for brands like Levis.However, the going will not be as smooth since Levis will not be able to offer great washes in its Signature line - and washes are one of the biggest factor for purchase of Jeans by the young.

Indus clothing - the Rs 40 crore apparel company which markets the Lee Cooper brand in India - launched the Rifle Jeans in India after entering into licensing agreement with the company. Indus clothing will be opening about 60 exclusive new outlets in India for the Rifle Jeans and spend about Rs 3 crore on the promotion of the same. This would mean a significant increase in production capacities as they are currently manufacturing about 600,000 pieces p.a in their Uttarachal plant. Wrangler India is launching a new sub-brand Wrangler Girl .This brand shall be specificially targetted at young women. Wrangler has mainly been a male focused brand, though internationally they also have a brand for middle aged women - Wrangler Aura. Pepe has also launched two ladies' lines. The first is Dream, made of ring fabric on lightweight indigo with a fine construction which gives a soft feel and clings to the body. The other line is Stretch: low-rise jeans made of Japanese fabric with 4 per cent lycra content. Both are priced at around Rs 1,400. Jordache is another international brand making a mark in India. Positioned as an upmarket brand, Jordache's target consumer is in the age group of 16-40, and it is priced as a premium international brand. The success of Jordache in India is attributed to good quality product in terms of fit and competitive prices. Students are consumers. Students currently have more spending power than in previous generations and become consumers at a much earlier age. One reason for this increasing consumerism is easy access to shopping. Television and other media marketers use advertising to influence purchase decisions of children and youth. College students are targeted because they are perceived as potential loyal customers both currently and in the future

1.2 Some important Facts

Demand for readymade garments in rural India is expected to increase at a CAGR of 16.5% during 2008-2010. - Women's apparel market (in value terms) is anticipated to grow at a CAGR of 17.79% till 2010. The organized apparel retailing in India is projected to surge at a CAGR of 30% from 2008 to reach Rs. 52,289 Crore in 2010. - Increasing at a CAGR of 25%, branded apparel industry for women is expected to hit Rs. 18,351 Crore by 2010. - The organized lingerie retail market in India is expected to touch Rs 4000 Crore mark by 2009. - IT revenue from the retail segment is forecasted to grow at a CAGR of 43.41% by 2010.

1.3 Major Players Madura Garments (Indian Rayon) Arvind Mills Ltd Raymond Ltd Alok Industries Ltd Welspun India Ltd Bombay Dyeing Abhishek Industries Ltd. Sangam India Ltd Provogue India Ltd Wills Lifestyle (Itc) Gokaldas Exports Ltd Indo Rama Synthetics (India) Ltd Vardhman Textiles Ltd Bombay Rayon Fashions Ltd S Kumars Nationwide Ltd Suryalakshmi Cotton Mills Ltd Century Enka Ltd Krishna Knitwear Technology Ltd

1.4 LITERATURE REVIEW

The study briefly reviews the existing literature in the area of psychological variables affecting the shopping behavior. There are few common characterstics the different classifications of shoppers as proposed by different authors. Taylor suggested that quality clothing is worth a high price. Also product and quality consciousness fall in the same classification of shopping that is, price quality association. Hence the common categories of shoppers are the price-consciousness, and the price quality association. Sinha found that in the Indian context most purchases seem to planned by Indian apparel shoppers. Valencia H stresses on the influence of culture on shopping orientation. It is therefore, important to understand the shopping orientation, of college going apparel shoppers separately as the results of study conducted in other cultures are not expected to be applicable in the Indian context. This study invest the apparel shopping orientation, in particular on the psychological variables of price consciousness, bargain consciousness And brand loyalty in addition to some of the dimensions identified by an exploratory study like need based buying, frequency of purchase, window shopping before purchase, and shopping from multi brand stores Vs company stores. With reference to store choice variables, Sinha indicates that the Indian shoppers on an overall basis give prominence to proximity of the store, merchandise and service provided by the stores and store dealing in apparels are also chosen based on ambience. As far as interpersonal influence is concerned, the role of companions in shopping plays a dominance role it proposed advice seeking tendency.

1.41 MODEL OF CONSUMER BEHAVIOR

Marketing stimuli Product Price Place Promoti on

Other Stimuli Economic Technolog ical Political Cultural Buyers Characterist ics Cultural Social Personal Psychologica l

Buyers Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post -Purchase Behavior

Buyers Decision Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount

The starting point for understanding buyer behavior is the stimulus-response model shown in fig. Marketing and environmental stimuli enter the buyers consciousness. The buyers characteristics and decision process lead to certain purchase decisions. The marketers task is to understand what happens in the buyers consciousness between the arrival of outside stimuli and the buyers purchase decision. Fashion clothing (apparel) is a product that is consumed publicly and possesses public meaning. Purchasing apparel satisfies various needs such as the expression of identity and self-image, as well as giving individuals a way to impress others. So consumers who tend to pick up high priced apparel aim to satisfy some of the above needs. The crucial dimensions of possessions for any materialist are utility, appearance, financial worth and the ability to convey status, success and prestige. All these dimensions are satisfied through the purchase of high profile branded (& high priced) apparel. Individuals have an understanding that a particular possession will convey a strong message or signal to the world about what and who they are. Customers under the age of 30 tend to be very conscious of their image and the products they possess or acquire. High priced Apparel is a product that has a high potential for symbolic meaning.

1.42 THE STAGES OF THE BUYING DECISION PROCESS The model implies that consumers pass sequentially through all five stages in buying a product .This model captures the full range of considerations that arise when a consumer faces a highly involving new purchase.

Problem Recognition

Information Search

Evaluation of alternatives

Purchase Decisions

Post purchase Behavior Decision making involves a process of cognitive learning. Learning is a continuous Process and decision making is conducted at all stages of life. Appropriate decision making involves logical steps: determining the problem, considering multiple alternatives, and choosing the best alternative based on the particular situation more importantly, learning is a function of the decision-making process and learning involves how people perceive and process information, also known as cognition indicated that consumer cognitive learning involves a process of personal problem solving to make decisions. 9

Decision making is an important life skill at all stages in life. More importantly, Learning is a part of the decision-making process . Appropriate decision making involves logical steps: determining the problem, considering multiple alternatives, and choosing the best alternative based on the particular situation. Appropriate skills in decision -making requires an abstract thinking which involves considering multiple alternatives. However, students may enter college without prior educational training in Decision making. The study identified eight decision-making styles: 1. Perfectionist, High-Quality Conscious: A consumer has specific ideas about best Quality products and consistently looks for these qualities. 2. Brand Conscious, Price Equals Quality: A consumer associates quality with higherpriced, national brands. 3. Novelty-Fashion Conscious: A consumer gains pleasure for seeking out the newest, most modern, and exciting product. 4. Recreational /Hedonistic Shopping Conscious: A consumer gains pleasure from the shopping experience. 5. Price Conscious, Value-for-Money: A consumer consistently searches for sales, bargains, and lower-priced products. 6. Impulsive, Careless: A consumer does not plan shopping trips and is not concerned about the amount of money spent. 7. Confused by over choice: A consumer is confused and overwhelmed with too much product information and/or too many product choices. 8. Habitual, Brand-Loyal: A consumer tends to consistently stick with the same brand of product 10

Problem Recognition

Occurs when a discrepancy develops between an actual and a desired state. (This definition is identical to that for needs.) Factors affecting actual state: product depletion, failure of product to meet expectations. Factors affecting desired state: goals, aspirations, and changes of circumstances
o

Consumption visions: self-constructed mental simulations of future consumption situationse.g., romantic dinner for 2. Pre-need goods: the anticipation of future needs, such as insurance, burial services, home loan, etc.

Search Behavior

Defined as the actions taken to identify and obtain information to solve a consumer problem. Types of search
o o

Internal: the retrieval of information from long-term memory. External search: acquiring information from outside sources, such as friends, books, magazines, etc. Pre-purchase search: search that results directly from problem recognition occurring. On-going search: search for intrinsic reasons that is independent of a specific need. Frequently occurs among hobbyists.

11

Internal Search

5 categories of information may be retrieved as a result of internal search

o o o

Awareness set: total universe of options recalled from memory. Unawareness set: options not recalled. Consideration set: the subset of options acceptable for further consideration Inert set: subset to which indifferent Inept set: subset considered unacceptable.

o o

External Search

Measuring external search:

o

Use number ofstores visited, friends contacted, buying guides consulted, etc. Measure extent of reliance on a particular source, which is called instrumentality of search.

Factors Influencing Degree of External Search

o o o o o o

Search until marginal gains exceed marginal costs. Involvementincreases search Time availableincreases search Perceived riskincreases search Attitudes toward shoppingincreases search Higher education, income, SESincreases search

How Much Consumer Search

Research suggests that consumers search surprisingly little. Why?

o o

Extensive on-going search/pre-purchase search Enduring involvement

12

o o o

High costs and few benefits of search High brand loyalty Self-report surveys may understate actual search

Alternative Evaluation

In this stage, the consumer compares the options identified as potentially capable of solving the problem that initiated the decision process. During this comparison process, consumers form beliefs, attitudes, and intentions about the alternatives under consideration. The goal of alternative evaluation is to gain the information needed to make final choice.

The Consumer Choice Process

Choice is among alternative brands and services, and among stores Noncomparable alternatives are two or more choice options in different product categories, such as deciding whether to buy a new stereo or a new television

High- and Low-Involvement Conditions

Compensatory models are used in high-involvement conditions and allow high ratings on one attribute to compensate for low ratings on another

Noncompensatory models are used in low-involvement situations and emphasize that high ratings on some attributes will not compensate for low ratings on another attribute

13

High-Involvement Choice

With compensatory models an alternative is not necessarily rejected because it has low ratings on any particular attribute. Multi-attribute models are employed in which information on attributes is combined into an overall judgment, and the brand with the highest overall judgment is chosen.

Fishbein Attitude toward the Object Model illustrates a compensatory, multiattribute model.

Low-Involvement Choice

The Conjunctive Rule: set minimum cut-off and eliminate all options below it on any attribute. Disjunctive Rule: set cut-off (high) and accept options above it on any attribute. Elimination by Aspects. Rank order attributes in importance. Take top ranked attribute and eliminate any option not surpassing cut-off. Go to next attribute and do same. Continue until one option left.

The Lexicographic Heuristic: rank order attributes. Select option rated highest on most important attribute. If a tie, go to the next attribute, etc. The Frequency Heuristic. Select the option with the most positive attributes. Piecemeal report strategy exemplifies: Chrysler 5th Avenue out accelerates a Mercedes, has more trunk room than an Audi, has more leg room than a BMW, and a longer service warranty than a Jaguar.

14

CHAPTER 2 OBJECTIVES

15

2. OBJECTIVES
1. To evaluate the shopping behavior of local college students for apparel products. 2. To know the impact of psychological variables, store choice variable as well as interpersonal influence on buying behavior in apparel shopping. 3. Role of shopping group and friend group in purchase making process. 4. Students preference towards branded apparel.

16

CHAPTER 3 RESEARCH MEHODOLOGY

17

3. RESEARCH METHODOLOGY

Marketing Research Process Problem definition

Research objectives

Sources of data Data collection Techniques Sample planning, sample Size and type Data analysis And interpretation Conclusion and Recommendations

18

3.1 What is research methodology? Research methodology is a way to systematically solve the research problem. It includes the various steps that are generally adopted by a researcher in studying the research problem along with logic behind them According to Clifford Woody Research methodology comprises defining and redefining the problem, formulating hypothesis or suggesting solutions, collecting, organizing and evaluating the data, making deductions and reaching to conclusions and at last carefully testing the conclusions to determine whether they fits the formulated hypothesis. 3.2 Research Design Research Design is the conceptual structure within which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data. The research design for the present study is exploratory research design. The major emphasis in such studies is on the discovery of ideas and insights. 3.3 Method of data Collection There are two types of data used for present research work1. Primary Data The primary data are those which are collected for the first time hence which are fresh and thus, happen to be original in character. Primary data pertain to demographic and socioeconomic characteristics of the customers, attitude and opinions of respondents, their choice and preference related branded and local brand apparel. Method of Primary Data Collection 1. Observation 2. Questionnaire 3. Interview 4. Opinion main purpose of such studies is that formulating a problem for more precise investigation. The

19

Means of obtaining primary data:The primary data for the present research work was obtained through the questionnaire prepared for asking the feedback of individual respondents. 2. Secondary Data It include those data which are collected for some earlier research work & are applicable in the study the researcher has presently undertaken .The sources of secondary data for the present research work were. Sources of Secondary Data Collection 1. Websites 2. Books 3. Publications Means of obtaining Secondary data:a) Website b) Books c) Journals The data collected through schedules was analyzed on the basis of which certain conclusions were drawn & recommendation was made.

20

CHAPTER 4 DATA ANALYSIS

21

4. DATA ANALYSIS How many people prefer branded apparel?

branded apparel

branded apparel, sometimes, 20, 20% branded apparel, yes, 50, 50% branded apparel, no , 30, 30% yes no sometimes

In local colleges 50% of the student prefers branded cloth 30% prefer unbranded cloth & 20% student sometimes prefer it.

22

How many are brand loyal

brand loyal

brand loyal, sometimes, 10, 10% brand loyal, no , 20, 20% brand loyal, yes, 70, 70% yes no sometimes

70% of students are brand loyal, 20% of them are brand switchers

23

Friends circle influence in buying behavior

friend 's influence

friend 's influence, sometimes, 30, 30%

friend 's influence, yes, 40, 40%

yes no sometimes

friend 's influence, no , 30, 30%

In this 40% students are influenced by their friends while purchasing the apparel product whereas 30% are not influenced they take their own decision

24

Buying behavior influenced by changing trends

change with changing trends

change with changing trends, sometimes, 30, 30%

change with changing trends, yes, 50, 50%

yes no sometimes

change with changing trends, no , 20, 20%

50% of college students change the demand according to the changing trends. Whereas 30% of the college students are not affected by the change in trends

25

Price factor affecting purchasing decision

price factor

price factor, sometimes, 30, 30%

price factor, yes, 40, 40%

yes no sometimes

price factor, no , 30, 30%

40% of the college students are affected by price factor, whereas 30% of them are not affected.

26

Which factor affect buying ?

factor of store affect buying

factor of store affect buying, stlocore ation, 50, 50%

factor of store affect buying, store display, 30, 30%

store display relationship with owner stlocore ation

factor of store affect buying, relationship with owner, 20, 20%

50% of student are believed that location of store affect their buying more 30% them believe that store display affect their buying

27

CHAPTER 5 TESTING HYPOTHESES

28

5. Testing Hypotheses

1. 0 = brand loyalty and quality does not influence the buying behavior of apparel product of college student 1 = brand loyalty and quality influence the buying behavior of apparel product of college student 2. 0 = interpersonal factor does not influence the buying behavior of college students 1 = interpersonal factor influence the buying behavior of college students

29

1. 0 = brand loyalty and quality does not influence the buying behavior of apparel product of college student 1 = brand loyalty and quality influence the buying behavior of apparel product of college student

Particular Brand loyal Prefer branded cloth Total

Yes 25 35

No 15 10

Sometimes Total 10 5 50 50

70

25

15

100

Calculate the vale value with chi-square Find the expected value = Ei 1. Brand loyal Yes = 50*70/100 = 35 No = 50*25/100 = 12.5 Sometimes = 50*15/100= 7.5 2. Change with changing trends Yes = 50*70/100 = 35 No = 50*25/100 = 12.5 Sometimes = 50*15/100= 7.5

30

Table Observed frequency(Oi) Expected frequency(Ei) (Oi20 15 15 35 10 5 35 12.5 10 35 12.5 10 Total Ei) -15 2.5 5 0 -2.5 -5 (Oi-Ei)2/Ei 6.42 0.5 2 0 0.5 2 11.42

d.f = (c-1) (r-1) = (3-1) (2-1) = 2*1 =2 Value of 2 for 2 degree freedom at 5% level of significance is 5.991 The calculated value of 2 is much higher than this table value which means that the calculated value cannot hold good. Therefore, the null hypothesis is rejected and an alternate hypothesis is accepted. It means that brand loyalty & quality influence the buying behavior of apparel product of college student

31

2 0 = interpersonal factor does not influence the buying behavior of college students 1 = interpersonal factor influence the buying behavior of college students

Particular Friends

Yes 20

No 15 10

Sometimes Total 15 15 50 50

influence Change with 25 changing trends Total 45

25

30

100

Calculate the vale value with chi-square Find the expected value = Ei 1. Friends influence Yes = 50*45/100 = 22.5 No = 50*15/100 = 7.5 Sometimes = 50*15/100 = 7.5

32

2. Changing with trends Yes = 50*45/100 = 22.5 No = 50*15/100 = 7.5 Sometimes = 50*15/100 = 7.5

Observed frequency(Oi) Expected frequency(Ei) (Oi20 15 15 25 10 15 22.5 7.5 7.5 22.5 7.5 7.5 Total Ei) 2.5 7.5 7.5 2.5 2.5 7.5

(Oi-Ei)2/Ei .278 7.5 7.5 0.277 0.833 7.5 23.88

d.f = (c-1) (r-1) = (3-1) (2-1) = 2*1 =2 Value of 2 for 2 degree freedom at 5% level of significance is 5.991 The calculated value of 2 is much higher than this table value which means that the calculated value cannot hold good. Therefore, the null hypothesis is rejected and alternate hypotheses are accepted. That means that the interpersonal factor influence the buying behavior of college students.

33

CHAPTER 6 CONCLUSION

34

6. Conclusion
The study concludes that the college student are more brand loyal, they are more fashion conscious as they seek for new variety according to the changing trends. They more need the nearness and ambience than college. Brand loyalty is concerned, it was found that the brand loyal consumers prefer stores near their homes and work places, realize the importance of paying higher price to get better quality and look for more variety and quality in stores while purchasing apparel. . Different factors accounted for the influence on students for apparel purchase - parents having the highest influence followed by peer store approval, friends' influence and peer product influence.

35

CHAPTER 7 SUGGESTIONS

36

7. SUGGESTIONS
There are various options which are being looked at currently to explore the market Mainstream organized retail has yet to establish its presence even in Tier II and III cities of the country, it should be target first. The segment-wise, retail shop based on the rational analysis of the current and past trends prevailing in the industry, will help the client to identify future growth segments and the niche markets to target. The prices of the apparel should be reasonable so that students get attracted; as it was analyzed that price is the one factor that affects the buying behavior of the students.

37

BIBILOGRAPHY
1. Marketing Management by Philip Kotler , millennium editions. 2. Research Mehodology by C.R.Kothari, revised second editions

Weblography
1. http://hotdocs.usitc.gov/docs/pubs/research_working_papers/PUB3401.PDF 2. www.iimahd.ernet.in/papers/The%20Textile%20and%20Apparel%20Industry.doc 3. www.ssrn.com

38