.

A FINAL RESEARCH PROJECT On

To understand the consumer behaviour of Indian females buying pattern of ethnic and western dresses from multiple brands retails.

A report submitted in partial fulfilment of the requirements of PGDM (2010-12)

Under the guidance of Mr. RANDHIR KUMAR SINGH

Submitted By SANA AFAQ ROLL :1384 PGDM 2010-12

TO WHOM SO EVER IT MAY CONCERN

This is to certify that Ms. Sana Afaq student of full time PGDM course (2010-12) at Dr. Gaur Hari Singhania Institute of Management & Research with Marketing as major and Human Resource as minor has completed satisfactorily final research project of To understand the consumer behaviour of Indian females buying pattern of western and ethnic dresses from retails under the guidance of the undersigned in partial fulfilment of PGDM-FULL TIME course.

Mr Randhir K.Singh Assistant Professor GHS-IMR

DECLARATION I hereby declare that this Project Report entitled To understand the consumer behaviour of Indian females buying pattern of western and ethnic dresses from retails in the partial fulfilment of the requirement of Post Graduate Diploma of Business Management (PGDM) of Dr. Gaur Hari Singhania Institute of Management & Research is based on primary & secondary data collected by me from multiple brand retails, local market, colleges,magazines and websites under guidance of my faculty guide Prof. Randhir .K.Singh.

It is my own work to the best of my knowledge & contains no material written by any other person.

DATE:

SANA AFAQ 1384 GHS-IMR

ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the possibility to complete this thesis. I would like to thank my college authorities and I am particularly appreciative to Prof. Randhir .K. Singh who gave his time to assist with my requests for information, as well as for his guidance and valuable assistance from the offset of this project. His insights and remarks were of great value. I want to thank all other trainees for all their help, support and valuable hints. Especially, I would like to give my special thanks to my parents, their love and blessing enabled me to complete this work.

SANA AFAQ

INDEX Sno. 1 2 3 4 5 6 7 8 9 10 11 12 TOPIC Introduction Abstract of FRP Literature Review Research Methodology Survey result and analysis Descriptive Analysis Findings Conclusion Recommendations Limitations Bibliography Appendix-Questionnaire PAGE 1 2-9 10-14 15-16 17-28 29-32 33 34 35 36 37-38 39

PREFACE

Final Research Project is a part of management studies which is very important for each and every management student. The purpose of the Project is to enhance the knowledge and skills of the student and generate scope for the implementation of his/her acquired skills and knowledge during his/her PGDM. It also helps to acclimatize the student with the organization and the industry in which this organization exists. The objective of the summer training is to see how an organization works and gain knowledge of the happenings in the business world. Management trainees are trained to manage the matters of the organization in a planed and systematic manner.

This training has helped us a lot in sharpening our knowledge and has also made us aware about the happenings of the business world. This learning experience has increased our competence which would help us in the management of corporate sector.

The main objective of this study was the To understand the consumer behaviour of Indian females buying pattern of ethnic and western dresses from multiple brands retails.

Introduction
Over the last few years marketers having studied the Indian organized retail sector have concluded that India currently is in the second phase of the retail evolution cycle. Indian consumers today have become more demanding with their rise in standard of living and changing lifestyles. The major factors that have fuelled this growth are: The increase in disposable income of the people, improved lifestyles Increased international exposure and high awareness among the customers.

These macro level factors alone cannot be held responsible for this spectacular market growth. Simply having the money to buy does not necessarily translate into an actual purchase. The Indian consumers have used the retail boom to their advantage. The current economic environment is bad for most retailers, but it has particularly hit the midlevel and upper-middle level retail giants that have to still maintain inventory while many of their customers go discount shopping at clearance stores or at smaller chains. Modern/organized retail constitutes two to three percent of this market and is expected to grow from $8 billion to $22 billion in 2010 (A.T. Kearney, 2007). According to this report, modern retail is being readily adopted in the Indian market due to the growth of the young professional segment with high disposable incomes and the propensity and willingness to spend for speed, variety, and convenience. As a result, numerous luxury retailers and international brands such as Tommy Hilfiger, Calvin Klein, Esprit, Louis Vuitton, and Swarovski have invested or are investing in India through single-brand retail.

Retail Preferences of Indian Consumers

While disposable incomes have been growing among middle-class Indian consumers, disposable time has been on a decline, or as one author put it, Indian consumers are money-rich and time-poor (Sengupta, 2008). As a result, consumers prefer different retail formats than they did a few years ago. There has been a growing patronage of hypermarkets such as Big Bazaar and Subhiksha, since consumers find all categories of products including food, groceries, garments, home appliances, durables, toys, cosmetics, toiletries, and books in these stores (Srivastava, 2008). Department stores are also a popular format among Indian consumers since these are viewed as one-stop shopping that provide the right blend of novelty, variety, ambience, entertainment, and convenience to the shopper (Srivastava, 2008).

When evaluating retail stores, five main factors account for 65 percent of the variance in a survey related to store selection criteria. These factors include: 1. 2. 3. 4. 5. attractive indoor and window displays; specialty, popularity, and credibility; repeated customer satisfaction and reward; personalized assistance, attention, and service; and Travel and shopping convenience (Mohan and Gupta, 2007).

Display is an important factor for a large segment of female consumers, particularly those in the age group of 2030 years (Mohan and Gupta, 2007). Although the factor of ambience did not emerge as important in the above study, retailers are increasingly emphasizing ambience since shopping constitutes a social event and a form of entertainment for Indian consumers. In conclusion, the changing Indian demographic resulting from the growth of the middle- and upper-class professional segments has transformed the landscape of consumption and retail in India. Neerus, which was retailing in Hyderabad for three decades, explored the shop-in-shop model with Future Groups Central format and Lifestyle since 2004, and expanded its stand-alone presence to eight stores after venturing into Mumbai and Bangalore recently. We are the largest-selling ethnic wear brand across the Central formats, says Harish Kumar, co-owner of the Rs 60-crore ethnic chain that sells saaris, suits, kurtas and chudidar. Jashn, which has 28 exclusive stores across the country, is now targeting international expansion. Hyderabad-headquartered retailer Kalanjali and Chennai-based Nalli Silks value-added offerings Lavanya Nalli and Nalli Next have also tapped into neigbouring markets over the last year. These women-centric brands are cashing in on the increasing appeal of traditional dresses to increase their brand salience nationally. And for good reason.

A recent study on average trading density (sales per sq ft per month) across organised retail formats ranks traditional ethnic fashion almost doubles that of western fashion brands. According to the study by retail planning consultancy Asipac Projects, new generation ethnic fashion brands such as Biba, Global Desi

have an average trading density of Rs 1, 600 psfm compared to Rs 900 psfpm for national western fashion brands and Rs 850 psfpm for international labels. Leading ethnicwear retailer:
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Fab Indias: director Sunil Chainani reasons that, unlike westernwear for which display is integral to showcase styles and cuts; ethnic wear is largely stacked on shelves. This often tends to move up the rate of sales due to greater variety, he says. Traditional ethnicwear chains, operate at price points between Rs 1, 500 and Rs 4, 000 on an average.

Ethnic wear accounts for 67% of the Indian womans wardrobe and is growing 8-9%, annually. There is a huge opportunity for national players to enter in the market

Scenario at the Indian retails:

The Indian Female Consumer

While Indian male consumers apparel selection is significantly influenced by brand-related criteria, Indian female consumers demonstrate an equal degree of disinterest in brands (Mohan and Gupta, 2007). As previously mentioned, women in India continue to prefer traditional dress for most usage contexts including work and social/familial contexts.
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Due to the slow shift in consumer adoption of Western apparel, gaining market share in the womenswear segment has posed a challenge for international apparel brands and retailers (Batra and Niehm, 2009). Indian ethnic garments and garments mixing ethnic and western styling dominate the ready-to-wear market for Indian women.. A recent survey of Indian women employed in the IT sector revealed: That although a majority of women preferred to wear a mix of traditional Indian, Indianinspired, and Western apparel to work, Western apparel was the main preference at home or during casual gatherings with friends (Halepete and Chattaraman, 2008). However, according to the same study, during social and family gatherings a majority of the women preferred traditional Indian apparel. Studies have also found a paradigm shift in these preferences with working women demonstrating a greater preference for branded Western and Indo-western apparel in recent years (Cygnus Business Consulting and Research, 2004). Researchers are hence proposing that international retailers who address the needs of professional women in India will demonstrate greater profitability (Batra and Niehm, 2009). However, this proposition needs to be verified through market data.

Increasing female workforce

In the era of 21st century, education has spread throughout the world and so in India. This has resulted in an increase in the number of educated women which in turn has increased the female workforce. The majority of Indias female workforce still prefers to wear the traditional Indian dresses to work. This boom in the service industry has resulted in an increase in the size of the female workforce from 5 million in 2001 to 710 million in 2010. Therefore, the size of the market for womens Indian wear has increased and is likely to do so in the future as well.

Personalised designs and styles

In comparison to the western wear, the Indian wear still gives a lot of flexibility in terms of getting personalized designs, cuts and styles made. Majorly the western wear falls in the ready to wear category and the designs and styles are restricted to the available stock with the shopkeepers whereas the Indian ethnic wear is generally tuned to ones preference specifically design sensibility and fitting.

Traditional occasions and festivals

Traditional occasions like marriages, family functions and festivals are the part of life of an Indian family. On such occasions, Indian wear is still the most preferred choice for most of the women. Majority of women still has a large collection of ethnic wear in their wardrobe for various occasions. The purchasing power and the willingness to spend have played a big role in increasing the varied collection in the wardrobe of Indian women giving her a flavour of different traditional and contemporary designs.

Current Market Scenario

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The current Indian ethnic wear market is highly unorganized with a few branded players operating primarily in metropolitan cities. The organised sector has players like catering to the low to mid segment. Biba, Fabindia, Tacfab, Hakoba, Prafful, And players thatcater to the premium and super Vipul, etc. Satya Paul, Anokhi, Meena Bazaar, The Indian sarees have never lost its grace, beauty and elegance. This beautiful fashion attire has spanned ages in India, and still exists as the quintessential element in every Indian womans wardrobe..

The multiple retails brands considered in my research are:

1) Big bazaar 2) Lifestyle 3) Westside 4) pantaloons

Types of western dresses considered in my research:

1) Shirts 2) Trousers 3) Jeans 4) T-shirt 5) Skirts 4) Coat 5) Gown 6) Midi 7) Shrug Types of ethnic dresses considered in my research: 1) Saree 2) Shalwar 3) Kameez 4) Kurtis(long/short) 5) Dubatta 6) Patiala shalwar 7) Churidar 8) Unstiched dress material
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Saree The sari is an unstitched strip of cloth whose approximate length is between 4 to 9 meters and width is about 1.2 meters. The traditional Indian sarees are perhaps the most popular sarees that have even become popular in other countries of the world. However, these are not the only type of saree. There are innumerable sarees in India. The popularity of sari resulted in its different types. The most famous types of Indian sari are:

Bandhani Patola Gujarati brocade Paithani Chanderi Gadawal Banaras brocade Kota doria Kanjeevaram

Salwar kameez Salwar kameez, sometimes written as shalwar kameez or shalwar qameez is one of the most important traditional dress of South Asian women in countries like India and Pakistan. This women's suit consists of three pieces of clothing- Salwar is the bottom piece of clothing, Kurta is the top and a dupatta/chunni which is an accessory taken in different styles with Salwar Kurta suits. Salwar is loose trousers which resembles a pajama. Types Of Salwar Kameez

Salwar Kurta/Punjabi Suit Churidar Kurta Parallel Salwar Suit Patiala Salwar Suit Pakistani/Pathani Salwar Kameez Sharara Salwar Kameez Custom/Tailored Salwar Kameez

Skirts are an age old clothing tradition not only for India but for other
13

countries of Asia too apart from western countries. Men and women both had been wearing one or the other form of leg dress such as the lungi.. Retailers cashing in on womens wear With urban womens wear market rapidly growing, retailers are enhancing stocks to tap market As more and more women enter the corporate sector and Indian businesses go global, western formal clothes have seen a great surge in demand. Retailers are known to research on the market trends to decide on their collections and it looks like womens western wear is likely to occupy the maximum shelves in the days ahead. Some of the major retailers have revealed that they have increased the ratio of western urban wear to ethnic wear to 50:50 keeping in mind the increasing demand of these clothes

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Research Methodology Research Design:

It is the plan, structure of investigation conceived so as to obtain answer to research question and to control variance. It is the specification of methods and procedures for acquiring the information needed.

It is concerned with: Overall operational pattern Framework of the project Stipulates what information is needed

The first step that undertakes in the report was the selection of research. The research design, which was adopted for the study, was exploratory and descriptive in nature. At first exploratory research was conducted to define know the problem well and the descriptive research was conducted. The two types of research are as follows: Exploratory research: It is to generate new ideas. In this respondent should be given sufficient freedom to express themselves. In this I will be doing exploratory research because it will help me in setting a path for further research.. Descriptive research: They are well structured. It can be complex, a high degree of scientific skill on the part of the demanding a high degree of scientific skill on the part of the researcher. It can be taken in certain circumstances. When the researcher is interested in knowing the characteristics of certain groups such as age, sex, educational level, occupation or income, a descriptive study may be necessary. In this I did descriptive research also because I want to know the consumer buying behaviour and preferences on the basis of their age, gender, education, family income and occupation

15

Data Collection Methods:

In this two kinds of data have been used: Primary data: In this research primary data collected by the samples survey methods personal data collected by the samples survey employed. In this method personal interview technique was employed. In this, I will be asking questions from the respondent in a face to face interview on the basis of structured Questionnaire from the consumer as well as the dealers. Secondary data: I extracted this data from internet and other sources such as magazines, literature reviews and marketing journals. Research Instruments I prepared a structured questionnaire to collect the data and it consisted of Multiple-choice questions, direct questions and open-ended question. The main function of the questionnaire was to know the To understand the consumer behaviour of Indian females buying pattern of ethnic and western dresses from retails. Sample Plan: A part of a population or a subset from a set of units which is provided by some process or other. Sample Size: The sample size considered was 100 for consumers

Method of Sampling: I did judgmental and convenience sampling

Research objective:
To understand advancement in Indian women and their buying preferences of dresses. To identify the important factor which affecting the preference of respondent on multiple brand retail stores or small stores. To understand the preferences of Indian females over western and ethnic dresses from multiple brands retails.

16

DATA INTERPRETATION AND ANALYSIS To find out consumer preference while buying western and ethnic dresses. I have prepared pie charts to depict consumers choice .

Your education Frequenc y high school 4 Intermediate 16 Graduate 43 post37 graduate Total 100 System 3 103 Valid Cumulative Percent Percent 4.0 4.0 16.0 20.0 43.0 63.0 37.0 100.0 100.0

Valid

Percent 3.9 15.5 41.7 35.9 97.1 2.9 100.0

Missin g Total

Education
high school intermediate 4% 16% post-graduate 37%

graduate 43%

Interpretation: From the above chart we can conclude that in my research most of the respondents are educated out of which graduate and post graduate occupy the large area in the chart

Your family income

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Frequency Valid Rs15,00130,000 Rs30,00145,000 Rs45,00160,000 Above Rs60,000 Total System 26 35 16 23 100 3 103

Percent 25.2 34.0 15.5 22.3 97.1 2.9 100.0

Valid Percent 26.0 35.0 16.0 23.0 100.0

Cumulative Percent 26.0 61.0 77.0 100.0

Missin g Total

Your family income

Above Rs60,000 Rs45,001-60,000 Rs30,001-45,000 Rs15,001-30,000 0 Series1 5 10 15 20 25 30 35 40

Rs15,001-30,000 Rs30,001-45,000 Rs45,001-60,000 26 35 16

Above Rs60,000 23

Interpretation: From the above chart we can conclude that in my research most of the respondents are having reasonable good income as only 26% people only have monthly income between 15001-30000 . Your occupation Valid Cumulative Percent Percent 8.0 8.0 9.0 17.0

Valid

official Businessman/Self employed

Frequency Percent 8 7.8 9 8.7

18

Missin g Total

Homemaker Professional Student Retired Total System

19 18 43 3 100 3 103

18.4 17.5 41.7 2.9 97.1 2.9 100.0

19.0 18.0 43.0 3.0 100.0

36.0 54.0 97.0 100.0

Occupation
Retired official 3% 8% Businessman/Self employed 9% Student 43% Homemaker 19%

Professional 18%

Interpretation: From the above chart we can conclude that in my research most of the respondents are students with 43% share ,18% are professional with 9% people as businessman /self employed which indicate that now days Indian females are getting educated and becoming employed. Number of family members Valid Cumulative Percent Percent 2.0 2.0 6.0 8.0 17.0 25.0 22.0 47.0 18.0 65.0 18.0 83.0 11.0 94.0 3.0 97.0 2.0 99.0 1.0 100.0
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Valid

2 3 4 5 6 7 8 9 10 12

Frequency 2 6 17 22 18 18 11 3 2 1

Percent 1.9 5.8 16.5 21.4 17.5 17.5 10.7 2.9 1.9 1.0

Total Missing System Total

100 3 103

97.1 2.9 100.0

100.0

Number of family members

2 5% 10 19% 3 6% 4 8%

9 16% 8 14% 6 11% 7 12%

5 9%

Interpretation: From the above chart we can conclude that in my research most of the respondents in india still lives in join family with small percent of people living in nuclear family.

Why do you visit shopping mall?

Family outing(entertainment+fooding) Valid Percent 4.0 21.0 44.0 31.0 100.0 Cumulative Percent 4.0 25.0 69.0 100.0

Frequency Percent Valid Not important Neutral Important Most important Total System 4 21 44 31 100 3 103 3.9 20.4 42.7 30.1 97.1 2.9 100.0

Missin g Total

20

Family outing(entertainment+fooding)
60 50 40 30 20 10 0 -10 0 1 Not important, 4 2 3 4 5 Neutral, 21 Important, 44 Most important, 31

Interpretation: From the above chart we can conclude that in my research most of the respondents visit shopping mall due to family outing so that they may enjoy other services like food court, game zone etc and only four of the respondents disagree to the fact that they go to mall for family outing.

Ambience(surrounding) Valid Percent 6.0 14.0 31.0 32.0 17.0 100.0 Cumulative Percent 6.0 20.0 51.0 83.0 100.0

Frequency Percent Valid Least important Not important Neutral Important Most important Total System 6 14 31 32 17 100 5.8 13.6 30.1 31.1 16.5 97.1

Missin g Total

100

100.0

21

Ambience(surrounding)
Series1 Most important Important Neutral Not important Least important 6 14

17 32 31

Interpretation: From the above chart we can conclude that in my research most of the respondents go to the mall due to good ambience(surrounding) as we can interpret that 32% consider ambience as an important factor along with 31% of females respondents who have neutral response with only 6% of people considering it as least important. Discounts Frequenc y Valid Least important Not important Neutral Important Most important Total System 10 22 37 22 9 100 3 103 Valid Percent 10.0 22.0 37.0 22.0 9.0 100.0 Cumulative Percent 10.0 32.0 69.0 91.0 100.0

Percent 9.7 21.4 35.9 21.4 8.7 97.1 2.9 100.0

Missin g Total

22

Discounts
Most important 9% Least important 10% Important 22% Not important 22%

Neutral 37%

Interpretation: From the above chart we can conclude that in my research most of the respondents have neutral response about discounts given in the multiple brand retail with 22% of respondents considering it as important and 9% of respondents as most important.

Status building Frequenc y Valid Least important Not important Neutral Important Most important Total System 21 15 31 27 6 100 3 103 Valid Percent 21.0 15.0 31.0 27.0 6.0 100.0 Cumulative Percent 21.0 36.0 67.0 94.0 100.0

Percent 20.4 14.6 30.1 26.2 5.8 97.1 2.9 100.0

Missin g Total

23

Status building
40 30 20 10 0 Least important Not important Neutral Series1 Important Most important Important 27 Most important 6 Axis Title

Series1

Least important 21

Not important 15

Neutral 31

Interpretation: From the above chart we can conclude that in my research most of the respondents agree neutrally that they visit malls for status building. Overall respondents have biased result towards all option with 6% people agreeing to the fact that they visit mall for status building.

Which type of dresses do you prefer to buy from multiple brands retail Valid Percent 54.0 46.0 100.0 Cumulative Percent 54.0 100.0

Valid

western ethnic Total Missing System Total

Frequency 54 46 100 3 103

Percent 52.4 44.7 97.1 2.9 100.0

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Which type of dresses do you prefer to buy from multiple brands retail
ethnic

western 44 Series1 46 western 53 48 50 52 ethnic 47 54

Interpretation: From the frequency table and the chart it is clearly determined that now day most of the females prefer to wear western dresses but still ethnic dresses is also preffered as 47% of the Indian females out of 100 prefer to wear ethnic dresses. why do you prefer buying western dresses from retails Cumulati ve Percent 22.0 37.0 77.0 85.0 100.0

Frequen cy Percent Valid exclusiveness in variety quality latest trend discount any other Total System 22 15 40 8 15 100 3 103 21.4 14.6 38.8 7.8 14.6 97.1 2.9 100.0

Valid Percent 22.0 15.0 40.0 8.0 15.0 100.0

Missi ng Total

25

why do you prefer buying western dresses from retails

any other discount latest trend quality exclusiveness in variety 0 exclusiveness in variety Series1 22 quality 15 10 20 latest trend 40 30 discount 8 40 any other 15

Interpretation: From the above chart we can conclude that in my research most of the respondents purchase western dresses from the retail due to latest trend as 40% of the total purchase western dresses from the retail due to latest trend.

why do you prefer buying ethnic dresses from retails Valid Percent 19.4 23.5 23.5 23.5 10.2 100.0 Cumulative Percent 19.4 42.9 66.3 89.8 100.0

Frequency Percent Valid exclusiveness in variety Quality latest trend Discount any other Total System 19 23 23 23 10 98 5 103 18.4 22.3 22.3 22.3 9.7 95.1 4.9 100.0

Missin g Total

26

why do you prefer buying ethnic dresses from retails

Series1 24 24 23 10

19

Interpretation: From the above chart we can conclude that in my research most of the respondents purchase ethnic dresses due to quality, latest trend, and discount.

For what occasion do you prefer buying dresses from retail Valid Cumulative Percent Percent 28.0 28.0 55.0 83.0 17.0 100.0 100.0

Valid

Missin g Total

party wear daily wear formal wear Total System

Frequency Percent 28 27.2 55 53.4 17 100 3 103 16.5 97.1 2.9 100.0

For what occasion do you prefer buying dresses from retail

Series1 55 28 17 party wear daily wear formal wear

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Interpretation: From the above chart we can conclude that in my research most of the respondents purchases dresses from the retails for the daily wear so the daily wear comprises of total 55%share out of total 100 respondents. From where do you purchase dresses Perce nt 62.1 35.0 97.1 2.9 Valid Percent 64.0 36.0 100.0 Cumulative Percent 64.0 100.0

Frequency Valid multiple brands retail local small stores Total Missin System g Total 64 36 100 3

103 100.0

From where do you purchase dresses

local small stores multiple brands retail 0 20

40

60

80

Series1

multiple brands retail 64

local small stores 36

Interpretation: From the above chart we can conclude that in my research most of the respondents purchases dresses from the multiple brands retail 64% people purchases dresses from the multiple brand retails and from local stores 36% of people purchases dresses.

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SPSS ANALYSIS

Objective wise analysis:

CHI SQUARE
1) To understand advancement in Indian women and their buying preferences of dresses.

Education
Ho: There is no association between preference of dresses from multiple retail outlet and education of the consumer Ha: There is association between preference of dresses from multiple retail outlet education of the consumer
Case Processing Summary

Valid N your education * Which type of dresses do you prefer to buy from multiple brands retail Percent N

Total Percent

100

100%

100

100.0%

your education * Which type of dresses do you prefer to buy from multiple brands retail Crosstabulation Count Which type of dresses do you prefer to buy from multiple brands retail western ethnic Total

Western

your education

high school intermediate graduate post-graduate

4 4 19 27 54

0 12 24 10 46

4 16 43 37 100

Total

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Chi-Square Tests Asymp. Sig. (2-sided) .001 .000 .052

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 15.854(a) 17.785 3.771 100

df 3 3 1

a 2 cells (25.0%) have expected count less than 5. The minimum expected count is 1.84.

Symmetric Measures

Value Nominal by Nominal N of Valid Cases Phi Cramer's V .398 .398 100

Approx. Sig. .001 .001

a Not assuming the null hypothesis. b Using the asymptotic standard error assuming the null hypothesis.

Interpretation: As in the chi square table the pearson value is .001 which is less than .05 so null hypothesis is rejected and my alternate hypothesis is accepted and there is a relationship between age and the preference for the dresses. From the table of the symmetric measures Phi value is .398 which tells about the association degree between age and the preference for dresses

Occupation
Ho: There is no association between preference of dresses from multiple retail mall and occupation of the consumer. Ha: There is association between preference of dresses from multiple retail mall and occupation of the consumer.
Case Processing Summary Cases Valid N Percent N Missing Percent N Total Percent

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your occupation * Which type of dresses do you prefer to buy from multiple brands retail

100

97.1%

2.9%

103

100.0%

your occupation * Which type of dresses do you prefer to buy from multiple brands retail Crosstabulation Count Which type of dresses do you prefer to buy from multiple brands retail

Total

western your occupation official Businessman/Self employed Homemaker Professional Student Retired Total Chi-Square Tests 5 2 7 9 30 1 54

Ethnic 3 7 12 9 13 2 46

Western 8 9 19 18 43 3 100

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value 11.079(a) 11.386 3.438 100

df 5 5 1

Asymp. Sig. (2-sided) .050 .044 .064

a 6 cells (25.0%) have expected count less than 5. The minimum expected count is 1.38. Symmetric Measures

Value Nominal by Nominal N of Valid Cases Phi Cramer's V .333 .333 100

Approx. Sig. .050 .050

a Not assuming the null hypothesis. b Using the asymptotic standard error assuming the null hypothesis.

Interpretation: As in the chi square table the pearson value is .050 which is eqivalent to .05 so null hypothesis is rejected and my alternate hypothesis is accepted and there is relationship or association between family occupation and the preference for the dresses.

31

From the table of the symmetric measures Phi value is .333 which tells about the association degree between occupation and the preference for dresses.

One sample- t test

Objective: 2) To identify the important factor which affecting the preference of respondent on multiple brand retail stores or small stores.

Location
Ho: To test whether there is no significant difference in the rating of respondents for big and small stores location. Ha: To test whether there is significant difference in the rating of respondents for big and small stores location
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One-Sample Statistics Std. Error Mean .114 .127

N they are normally located at convenient place they are normally located at convenient place 100 100

Mean 3.24 3.20

Std. Deviation 1.138 1.271

One-Sample Test

T Lower they are normally located at convenient place they are normally located at convenient place 28.468 25.171

df Upper 99 99

Test Value = 0 Mean Sig. (2-tailed) Difference Lower .000 .000 Upper

95% Confidence Interval of the Difference Lower Upper 3.01 2.95 3.47 3.45

3.240 3.200

Interpretation: From the table of one sample statistics the mean tells us the difference
indicated through the one sample t test is significant or not. So from the one sample t test table the significant value is .000 null hypotheses is rejected which means that there is significant difference in the rating of respondents for big and small stores location.

Variety
Ho: To test whether there is no significant difference in the rating of respondents for big and small stores variety kept. Ha: To test whether there is significant difference in the rating of respondents for big and small stores variety kept.
One-Sample Statistics Std. Error Mean

Mean

Std. Deviation

33

It offers more variety of dresses It offers more variety of dresses

100 100

3.75 2.97

1.086 .937

.109 .094

One-Sample Test

t Lower It offers more variety of dresses It offers more variety of dresses 34.532 31.699

Df Upper 99 99

Test Value = 0 Mean Sig. (2-tailed) Difference Lower .000 .000 Upper

95% Confidence Interval of the Difference Lower Upper 3.53 2.78 3.97 3.16

3.750 2.970

Interpretation: So from the one sample t test table the significant value is .000 null hypotheses is rejected which means that there is significant difference in the rating of respondents for big and small stores variety of dresses kept.

Complain
Ho: To test whether there is no significant difference in the rating of respondents for big and small stores complain attended. Ha: To test whether there is significant difference in the rating of respondents for big and small stores complain attended.
One-Sample Statistics Std. Error Mean .101 .096

N Complains are attended quickly Complains are attended quickly 100 100

Mean 3.60 2.41

Std. Deviation 1.005 .965

One-Sample Test

t Lower Complains are attended quickly Complains are attended quickly 35.820 24.974

Df Upper 99 99

Test Value = 0 Mean Sig. (2-tailed) Difference Lower .000 .000 Upper

95% Confidence Interval of the Difference Lower Upper 3.40 2.22 3.80 2.60

3.600 2.410

34

Interpretation: So from the one sample t test table the significant value is .000 null hypotheses is rejected which means that there is significant difference in the rating of respondents for big and small stores complain attended .

Objective:

3)To understand the preferences of Indian females over western and ethnic dresses from multiple brands retails

35

CONCLUSION

The above research resulted in following conclusions

Most of the respondents are educated out of which graduate and post graduate occupy the large area in the chart due to which nowdays they prefer going to the malls in comparison to the small stores of the local market. From malls of Kanpur mostly respondents prefer to purchase western dresses due to the latest trend but there is no large difference in the purchase ratio of western and ethnic dresses and 47% of the respondents still prefer to purchase ethnic dresses due to three main reasons those are quality, latest trend, discounts. It was conclude in my research most of the respondents agree to the fact that they go to the mall due to good ambience(surrounding) as we can interpret that 32% consider ambience as an important factor along with 31% of females respondents who have neutral response with only 6% of people considering it as least important.most of the respondents didnt agree for the question that they visit mall for status building to some extent they agreed that they go to mall for discounts also. From the results the conclusion drawn was that most of the educated respondents go to the malls nowadays along with employed respondents like businessman, student, professional prefer to go to the multiple retail brands outlet for shopping.In my research I came across conclusion that family income do not depend on the preference for shopping. It was also concluded in my research that nowadays people respondents are preferring multiple retails brand over small local stores due to location, variety and the complaints attended in the malls.

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RECOMMENDATIONS
MULTIPLE BRAND RETAILS: As most of the respondents who are educated and employed go to multiple brand retails to purchase the daily wear so that we can wear during the services hour so more variety of comfortable dresses could be stocked with more variety and attractive discounts. In my research most of the members visit to the multiple brand retails due to family outing(entertainment+fooding), convenient location and ambience so retails within mall can cash on it by providing some entertainment like small games zones for children and fast food small restaurant within retail. As most of the respondents go for western dresses along with purchasing ethnic dresses like kurti so more of indo western dresses variety can be introduced. SMALL LOCAL SHOPS: As most of the respondents in my research said that in local market complains are not attended so small retails could try to make some policy for their shop to attend genuine complain Bargaining could be made possible as because now days multiple brand retails attracting customer with their strategy of discount so they could also permit such scheme.

LIMITATIONS
Respondents were not interested in filling the questionnaire. There are number of factors influencing the online consumers however, this research will try to identify the main factors influencing the online consumers and will therefore try to limit these to a few in order to be able to investigate the effect on the online consumer. Within the field of consumer behavior there are many theories and models that identify the consumers the research will limit itself to identifying the consumer through his/her consumer characteristics and consumer buying process The accuracy of the responses given by the respondents. Data was collected from the limited locations ; therefore findings cannot be generalized for the whole city or country. Language was a barrier between the interviewer and the respondents to collect the responses.

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BIBLIOGRAPHY
www.bcs.org/upload/pdf/internetsecurityresponse.pdf www.consumerwebwatch.org/dynamic/search-report-false-oracles.cfm www.consumerwebwatch.org/dynamic/web-credibility-reports-a-matter-of-trust-abstract.cfm www.consumerwebwatch.org/dynamic/search-report-false-oracles.cfm
WWW.SCRIBD.COM WWW.GOOGLESCHOLAR.COM

References: http://search.epnet.com/ www.google.com- Search engines

Auty, S. and Elliot, R. (1998). Fashion involvement, self-monitoring and the Meaning of brands. Journal of Product and Brand Management 7 (2), 109-123. Bakewell, C. and Mitchell, V. (2003). Generation Y female consumer decision-making styles. International Journal of Retail and Distribution Management, 31 (2), 95-106. Barletta, M. (2003). Marketing to women: How to understand, reach, and increase your share of the worlds largest market segment. Chicago, IL, Dearborn Trade Publishing. Behling, D. (1999). Measuring involvement. Perceptual and Motor Skills, 88, 55-64. Census, 2001, India Darden, W. and Ashton, D. (1975). Psychographic profiles of patronage preference groups. Journal of Retailing, 50, 99Assael , H . ( 1992 ) Consumer Behavior and Marketing Action , 4th edn. Boston, MA: PWS-KENT Publishing Company . Bawa , K . and Ghosh , A . ( 1999 ) A model of grocery shopping behavior . M arketing Letters 10 (2) : 149 160 . Bell , D . R . and Lattin , J . M . ( 1998 ) Shopping behavior and consumer preference for store price format: Why large basket shoppers prefer EDLP . Marketing Science 17 (1) : 66 88 . Berman , B . and Evans , J . R . ( 2007 ) Retailing Management: A Strategic Approach , 8th edn. New Delhi: Pearson Education . Desai , K . and Talukdar , D . ( 2003 ) Relationship between category price perceptions, shoppers basket size, and overall store price image: An analysis of the grocery market . Psychology & Marketing 20 (10) : 903 933 . Donovan , R . J . , Rossiter , J . R . , Marcoolyn , G . and Nesdale , A . ( 1994 ) Store atmospherics and purchasing behavior . Journal of Retailing 70 (3) : 283 294 .

Academics book: Advance marketing research Marketing management SPSS book

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QUESTIONNAIRE
PLEASE FILL IN THE FOLLOWING QUESTIONNAIRE TO HELP ME IN MY RESEARCH WORK 1) Name :2) Age (in years) :3) Your Education :High school 4) Your Family Income (Monthly) : 30,000 5) Your Occupation :-employed Professional Student Retired Professional 45,000 Graduate

Homemaker

6) How many members are there in your household?

7) Why do you visit shopping mall ? Rate the options in the scale. (Please encircle the appropriate number according to importance from 5 =Most important, 4 = Important, 3 = Neutral, 2 = Not important, 1 = least important Reasons: 1 1)family outing(entertainment +fooding 2)Ambience(surroundings) 3)discounts 4)status building 2 3 4 5

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8) Please read following statements and express your opinion for both types of shopping point. (Tick mark () in appropriate box) Big Malls Statements Stron gly disag ree Dis agr ee Agre e stron gly Agre e Small Stores Strongl y disagree Disagr ee strongly Agree

Neut ral

Neutra l

Agree

They are normally located at convenient place Goods are costly at this place It offers more variety of product There are less chances of being cheated Complains are attend quickly Bargaining is not possible 9) Which type of dress do you prefer to buy from multiple brands retails? 1) western 2) ethnic

10) Why do you prefer buying western dresses from retails? 1) exclusiveness in variety 2) quality 3) latest trend 4) discount 5) any other

11 ) Why do you prefer buying ethnic dresses from retails? 1) exclusiveness in variety 2) quality 3) latest trend 4) discount 5) any other

12) For what occasion do you prefer buying dresses from retails? 1)Party wear 2)Daily wear 3)Formal wear 4) any other

13)From where do you purchase dresses mostly?

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1)multiple brand retails

2) small local shops

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