study of female consumer behavior for organized retail apparel store

Female consumer behavior for organized apparel retail store

1 DBMSPCE,VISNAGAR

A

COMPREHENSIVE PROJECT

(SUBJECT CODE: 840001)

ON

STUDY OF FEMALE CONSUMER BEHAVIOR

FOR ORGANIZED RETAIL APPAREL STORE

SUBMITTED TO:

GUJARAT TECHNOLOGICAL UNIVERSITY

(IN PARTIAL FULFILLMENT OF REQUIREMENT OF

COMPREHENSIVE PROJECT - 840001)

PREPARED BY

BHAGVAN KARNAVAT (097520592016)

DHARA PATEL (097520592038)

DEPARTMENT OF BUSINESS MANAGEMENT,

SANKALCHAND PATEL COLLEGE OF ENGINEERING, VISNAGAR

(INSTITUTE CODE: 752)

YEAR: 2011


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PREFACE

As a part of our syllabus of MBA program we are assigned for some practical study and

for that we have to under go for comprehensive project. We have prepared project report

on the STUDY OF FEMALE CONSUMER BEHAVIOR FOR ORGANISED APPAREL

RETAIL STORES in partial fulfillment of Comprehensive project.

DHARA PATEL

KARNAVAT BHAGVAN


3 DBMSPCE,VISNAGAR

ACKNOWLEDGEMENT

Nothing can be gained or acquired without hard work which leads to success. The

success of our survey work is the amalgamation of our hard work and cooperation of

respondents, who delivered their precious time without any hesitation.

We thank the almighty, Lord on whom we believe and depend on. Our each and every

achievement is nothing but a look of the God on us. We do not have adequate words to

convey our emotion rather than feeling of gratitude, for the people who helped us in

making our survey report purposeful.

We are grateful to GTU for providing us an opportunity to do research work on ―Female

consumer buying behavior for organized apparel retail store”.

Lastly, we are also obliged to people for providing us their valuable feedback to the

questionnaire used to compile our primary data.

DHARA PATEL

KARNAVAT BHAGVAN


4 DBMSPCE,VISNAGAR

EXECUTIVE SUMMARY

According to an industry analyst, consumers‘ perception is very different when it is

bought from an organized retail store. Many factors contribute to the success –superior

logistics management, effective marketing and merchandising being among them – but

functional and psychological attributes are undoubtedly a significant factor. Retailers

must pay attention to the look of their female consumer‘s attributes, to its facilities and to

the way in which merchandise is selected and displayed. Functional attributes in a

retailing context include price range, location, design availability, credit facility, range of

Apparel, type of apparel, availability of latest trends in apparels, offers and discounts,

store name, store size, service of the staff, after sales service, loyalty programme,

amenities, knowledge of the staff , etc. And psychological attributes like layout,

architecture of the store, symbols, colours, advertising store, sales personnel, display,

points of sale material, courteous staff and references.

The objective is to study of female consumers‘ perception regarding functional and

psychological attributes govern a consumer‘s choice of an Apparel Retail Outlet. We also

study reasons behind buying branded apparels. Toward this we first make specific

research hypotheses based on the functional and psychological attributes. Next we

describe the descriptive design used to test these hypotheses. Then we have used non

probability convenience sampling method and the sample size taken is 134 female

respondents. This project is about the female consumer behavior for organized apparel

store and for this we have used the Questionnaire survey method for the research

purpose. Then the results, based on analysis of data collected are presented. Finally, we

conclude our objectives based on result of analysis.


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CHAPTER-1

INTRODUCTION TO RETAIL INDUSTRY

1.1 Retail Industry at a Glance

Retailing consists of the sale of goods or merchandise from a very fixed location, such as

a department store, boutique or kiosk, or by mail, in small or individual lots for direct

consumption by the purchaser. Retailing may include subordinated services, such as

delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys

goods or products in large quantities from manufacturers or importers, either directly or

through a wholesaler, and then sells smaller quantities to the end-user. Retail

establishments are often called shops or stores. Retailers are at the end of the supply

chain. Manufacturing marketers see the process of retailing as a necessary part of their

overall distribution strategy. The term "retailer" is also applied where a service provider

services the needs of a large number of individuals, such as a public utility, like electric

power. Shops may be on residential streets, shopping streets with few or no houses or in a

shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping

street has a partial or full roof to protect customers from precipitation. Online retailing, a

type of electronic commerce used for business-to-consumer (B2C) transactions and mail

order, are forms of non-shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done to obtain

necessities such as food and clothing; sometimes it is done as a recreational activity.

Recreational shopping often involves window shopping (just looking, not buying) and

browsing and does not always result in a purchase. Global retail is experiencing an

explosive modernization as investment rushes into developing markets. From small

proprietors with a mainly local focus, retail‘s ambitions now stretch worldwide,

embracing the latest trends in marketing, distribution and supply. Modern retail grew

between 25 percent in India and 13 percent in both China and Russia. As the wealthiest

markets mature, more retailers are pursuing new growth opportunities. They are eyeing

http://en.wikipedia.org/wiki/Sales

http://en.wikipedia.org/wiki/Department_store

http://en.wikipedia.org/wiki/Boutique

http://en.wikipedia.org/wiki/Kiosk

http://en.wikipedia.org/wiki/Mail

http://en.wikipedia.org/wiki/Consumption_%28economics%29

http://en.wikipedia.org/wiki/Commerce

http://en.wikipedia.org/wiki/Product_%28business%29

http://en.wikipedia.org/wiki/Manufacturing

http://en.wikipedia.org/wiki/Import

http://en.wikipedia.org/wiki/Wholesale

http://en.wikipedia.org/wiki/End-user

http://en.wikipedia.org/wiki/Supply_chain

http://en.wikipedia.org/wiki/Supply_chain

http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/w/index.php?title=Distributionrgeoiquofuoieruioior_%28business%29&action=edit&redlink=1

http://en.wikipedia.org/wiki/Public_utility

http://en.wikipedia.org/wiki/Electric_power

http://en.wikipedia.org/wiki/Electric_power

http://en.wikipedia.org/wiki/Shopping_mall

http://en.wikipedia.org/wiki/Pedestrian

http://en.wikipedia.org/wiki/Roof

http://en.wikipedia.org/wiki/Precipitation_%28meteorology%29

http://en.wikipedia.org/wiki/Electronic_commerce

http://en.wikipedia.org/wiki/Business-to-consumer

http://en.wikipedia.org/wiki/Mail_order

http://en.wikipedia.org/wiki/Mail_order

http://en.wikipedia.org/wiki/Shopping

http://en.wikipedia.org/wiki/Trade

http://en.wikipedia.org/wiki/Recreation


6 DBMSPCE,VISNAGAR

countries new to modern retailing, smaller cities (as larger cities become saturated), and

customer segments hungry for specialty products. Retailers that can identify the most

promising markets will become fierce global competitors—able to saturate the obvious

markets and gain first-mover advantage in new ones. India is one of the largest and

fastest growing economies in the world. Growing in tandem with the economy is the

Indian retail sector. Retail is one of India‘s largest industries, contributing to about 12 per

cent of the gross domestic product (GDP) and providing employment to over 8 per cent

of the nation‘s workforce. The share of retail trade in the country's GDP is likely to reach

20 per cent by 2011. India's retail market is currently valued at around US$ 511 billion.

India's overall retail sector is expected to rise to US$ 833 billion by 2013 and to US$ 1.3

trillion by 2018, at a compounded annual growth rate (CAGR) of 10 per cent. Being a

democratic country with high growth rates, consumer spending has risen sharply as the

young population (more than 33 percent of the country is below the age of 15) has seen a

significant increase in its disposable income. Consumer spending rose an impressive 75

per cent in the past four years alone. Also, organized retail, which accounts for almost 5

per cent of the market, is expected to grow at a CAGR of 40 per cent from US$ 20 billion

in 2007 to US$ 107 billion by 2013.

The growth and potential of the sector is being widely acknowledged both in the

domestic as well as international forums. The Indian retail market has been ranked the

second most attractive emerging market for investment after Vietnam in the retail sector

by AT Kearney's seventh annual Global Retail Development Index (GRDI), in 2008. A

McKinsey report 'The rise of the Indian Consumer Market', estimates that the Indian

consumer market is likely to grow four times by 2025. The economics of Indian

consumerism is buoyant, with India ranking as the fourth largest economy in terms of

Purchasing Power Parity (PPP), next only to United States, Japan and China. India is

expected to outpace Japan by the year 2011 to become world‘s third largest economy in

terms of PPP. With 54 per cent of the Indians aged below 25, the young Indian consumer

is buying big to look good and feel good. The fast and furious pace of growth of the

Indian economy is the driving force for Indian consumerism; with the Indian consumers

confident about their earnings and are spending a large portion of their high disposable


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incomes. Projections by analysts suggest that India has the potential to be labeled the

fastest-growing economy and outpace the developed economies by 2050. Analysts

predict India to sustain an average GDP growth rate of 5 per cent till the mid of this

century, with India projected to outpace the other developed economy markets by 2050.

The average annual growth rate from 1994-2004 was pegged at 6.1 per cent, second only

to China.

The more recent growth rates of over 9 per cent posted for India, promise a continued

robust growth story. Private consumption accounted for more than 60 per cent of India‘s

GDP in 2007-08, comparable to most of the leading economies around the world. Even

though modern (organized) retailing is growing at an aggressive pace in urban India,

traditional retailing continues to be the backbone of the Indian retail industry, with

traditional retailing contributing to around 95 per cent of total retail revenues. The

quintessential mom-and-pop retailing outlets or the cornerstone formats constitute a

major part of Indian retail store formats. Over 15 million small and medium retail outlets

exist in India, the highest in any country. More than 80 per cent of these are run as small

family businesses. Prevalence of traditional retailing is highly pronounced in small towns

and cities with primary presence of neighborhood kirana stores, push-cart vendors, meals

and mandis. When the retail sector grows, it is inevitable that the wholesale trade grows

with it, given the enormous size of unorganized retail in India. Several international

players have announced plans to make major investments in India‘s wholesale sector, in

the cash and carry format - a type of wholesale trading in which retailers and other

businesses like caterers and hoteliers purchase their requirements on a self-service basis.

These companies are aiming to tap the huge unorganized retail market that can offer huge

dividends. The cash and carry wholesale market offers international players both the

chance to enter the dynamic Indian retailing market and a way around the country's

regulations against foreign retailers opening multi-brand stores in India. By investing in

the wholesale market now, international grocery retailers can also secure a foothold in the

Indian retailing market prior to its deregulation.


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While strict legislation currently prevents foreign retailers from opening multi-brand

stores in India, there are no restrictions on foreign direct investment into the wholesale

market. International retailers are therefore free to set up cash and carry stores throughout

the country, providing them with a golden opportunity to make in-roads into India. When

the restrictions on the retail industry are lifted, international retailers will be in a prime

position to easily convert their cash and carry stores into highly profitable supermarkets

and hypermarket. India is not known as the ‗nation of shopkeepers‘, yet it has as many as

5 million retail outlets of all shapes and sizes. Some other optimistic estimates place the

number at as high as 12 million. Whatever be the number, India can claim to have the

highest number of retail outlets per capita in the world. But almost all of these are small

outfits occupying an average of 500 sq ft in size, managed by family members, having

negligible investment in land and assets, paying little or no tax and known as the ‗kirana

dukaan‘ (‗mom and pop stores‘ in the US or the corner grocery stores in the UK). These

outlets offer mainly food items and groceries – the staple of retailing in India. Customer

contact is personal and one-on-one, often running through generations. There are a

limited number of items offered often sold on credit – the payment to be collected at the

end of the month. The quality of items is standard, with moderate pricing.

There is great hype about the growth and prospects of organized retailing industry in

India. It must be noted, however, that organized retailing constitutes barely 2% of the

total retailing industry in India, the rest 98% being under the control of the unorganized,

informal sector of ‗kirana dukaans‘. Market research agencies and consultants come up

with encouraging forecasts about this segment of the retailing industry. For instance, A.T.

Kearney‘s Global Retail Development Index ranks 30 emerging countries on a 100-point

scale. Its 2007 ranking places India at no.1 for the third consecutive year, with 92 points,

followed by Russia and China. The size of the organized retailing industry is estimated at

US $8 billion and projected to grow at a compound annual growth rate of 40% to US $22

billion by 2010. Overall, the Indian retailing industry is expected to grow from the

current US $350 billion to US $427 billion by 2010 and US $635 billion by 2015. The

economic environment in the post-liberalization period after 1991, has created several

factors that have made this high growth of the organized retailing industry possible.


9 DBMSPCE,VISNAGAR

India‘s impressive economic growth of 9% is the prime driver of increasing disposable

incomes in the hands of the consumer.

The growing size of the consuming class in India, in tandem with the entry and expansion

of the organized sector players in recent years, has set the pace for corporate investment

in retail business. Practically, every major Indian business group is looking for

opportunities in the growing retailing industry. Among them are the big names in the

Indian corporate sector such as the AV Birla Group, Bharti, Godrej, ITC Group,

Mahindras, Reliance, Tatas, and the Wadia Group. The international environment

presently is replete with examples of the fast paced growth of the retailing industry in

many developing countries around the world. In the post-liberalization period, there is

more openness and awareness of the international development among Indians.

The ease of travel abroad and the exposure through television and Internet have increased

the awareness of the urban Indian consumer to the convenience of modern shopping. The

modern retail formats thus have gained acceptance in India. Carrefour, Tesco and

Walmart are the international players already operating in India, with several others like

Euroset, Supervalue and Starbucks having plans to enter soon. These international

companies bring to India the latest developments in the retailing industry and helped to

set up a benchmark for the domestic players. The market environment is one of the most

significant in terms of the growth and prospects of the retailing industry in India. In terms

of geography, the reach of the organized retailing industry has been growing. In addition

to the mega cities of Mumbai and Delhi, cities such as Bangalore, Pune, Hyderabad,

Kolkata and Chennai are also witnessing a boom in organized retail activity. Retailers are

now trying to focus on smaller cities such as Nagpur, Indore, Chandigarh, Lucknow or

Cochin. There are interesting possibilities regarding the retail formats. Traditionally,

street carts, pavement shops, ‗kirana‘ stores, public distribution systems, kiosks, weekly

markets and such other formats unique to India, have been in existence for a long time.

At present, most organized retail formats are imitations of those used abroad.


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These include hyper and supermarkets, convenience stores, department stores and

specialty chains. Among these formats, a notable trend has been the development of

integrated retail-cum-entertainment centres and malls as opposed to stand-alone

developments. Besides these, there are some attempts at indigenous formats aimed at the

rural markets such as those by ITC‘s Choupal Sagar, DSCL‘s Hariyali Kisaan Bazar and

Godrej Group‘s Godrej Aadhar. Pricing is an important issue in the retailing industry.

Generally, the bulk buying yields lower costs of procurement for the big retailers – a part

of which they pass on to the customer in the form of lower prices. In food retailing, for

instance, there is a clear trend of low prices being the determining factor in purchase

decisions by the cost conscious Indian customer.

But, lower prices may not be a major issue with the higher-income groups that may place

greater emphasis on the quality of products and retail service, store ambience and

convenience of shopping. For the majority of Indian consumer however, price is likely to

remain a significantly important issue in the purchase decision. Competition has already

accelerated with many Indian business groups having entered or likely to enter this

booming industry. The political environment in India is ambiguous in terms of its support

to the organized retailing industry.

This is obvious as the unorganized sector employs nearly 8% of the Indian population

and is widely spread geographically. The overwhelming presence in terms of 98% of the

total retailing industry also is a significant political issue. In a democracy, the politics of

numbers makes it imperative for the political class to adopt an ambiguous stand. In some

cases, politicians have acted in favour of the unorganized sector by this allowing the

setting up of large retail outlets in some states. Overall, however, there is ambiguity as

there are several environmental trends in favour of the development of the organized

retailing industry. In the regulatory environment, there has been a gradual easing of the

restrictions albeit at a slow pace, in view of the ambiguous political stance as indicated

above. Interestingly, the retailing industry is still not recognized as an industry in India.

Foreign direct investment of upto 100% is not permitted though it is possible for foreign

players to enter through the routes of franchise agreements, cash-and-carry wholesale


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trading and strategic licensing agreements. Another problem area is the real estate laws at

the level of state governments that are yet to be cleared on the issue of allowing large

stores. Restructuring of the tax structure for the Retailing Industry is another regulatory

issue requiring governmental action. However, tariffs on imported consumer items have

been gradually aligned to meet the prescribed WTO norms and reduction of import

restrictions are likely to help the growing organized retailing industry.

The socio-cultural environment offers many interesting insights into the changing tastes

and preferences of the urban and semi-urban Indian consumer. There is a large rural

market consisting of nearly 720 million consumers, spread over more than 600,000

villages. India‘s consumers are young: 70% of the country‘s citizens are below the age of

36 and half of those are under 18 years of age. These people have deep roots in the local

culture and traditions, yet are eager to get connected with and know the outside world.

According to a DSP Merrill Lynch report, the key factor providing a thrust to the retail

boom in India is the changing age profile of spenders. A group of 7 million young

Indians in their mid-twenties, earning over US $5000 per year is emerging every year.

This group constitutes people who are enthusiastic spenders and like to visit new format

retail outlets for the convenience and time-saving they offer. Malls are also being

perceived as not just places for shopping, but for spending leisure time and as meeting

places. There has been an emergence of a combination of the retail outlet and

entertainment centres having multiplexes, with food courts and video game parlours. But

there are some pitfalls too. For instance, organized retailing in India has had to deal with

the misconception among middle-class consumers that the modern retail formats being

air-conditioned, sophisticated places are bound to be more expensive.

The supplier environment probably offers the biggest constraint on the growth of the

retailing industry in India. Reaching India‘s consumers cost effectively is a distribution

nightmare, owing to the sheer geographical size of the country and the presence of

traditional, fragmented distribution and retailing networks and erratic logistics. For

instance, the apparel segment that is one of the two top segments, the other being food,

have had to invest in back-end processes to support supply chains. Supply chain


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management and merchandising practices are increasingly converging and apparel

retailers are establishing collaborations with their vendors. Another area of concern is the

severe shortage of skills in retailing. Human resource development for the retailing

industry has picked up lately but may take time to fill the gap caused due to the shortage

of personnel. The technological environment for the organized retailing industry

straddles many areas such as IT support to supply chain management, logistics, and

transportation and store operations. Some global retailers have demonstrated that an

innovative use of technology can provide a substantial strategic advantage. The large

number of store items, the diversity of sourcing and the gigantic effort required to

coordinate actions in a large retail context is ideal for using IT as a support function. For

instance, an innovative use of IT can help in a wide variety of functions such as quick

information processing and timely decision-making, reduction in processing costs, real-

time monitoring and control of operations, security of transactions and operations

integration.

The availability of supply chain management, customer relationship management and

merchandising software can help much while performing activities such as ordering and

tracking inventory items, warehousing, transportation and customer profiling. Overall,

the Indian scenario offers an interesting mix of possibilities and challenges. A successful

model of large-scale retailing appropriate for the Indian context is yet to emerge. The

modern retail formats accepted globally are in the process

Implementation and their acceptability is yet to be established.


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1.2 Different Segments in Retail Industry

The retailing sector of India can be split into two segments. They are the informal and the

formal retailing sector. The informal retailing sector is comprised of small retailers. For

this sector, it is very difficult to implement the tax laws. There is widespread tax evasion.

It is also cumbersome to regulate the labour laws in this sector. As far as the formal

retailing sector is concerned, it is comprised of large retailers. Stringent tax and labour

laws are implemented in this sector. If the retail industry is divided on the basis of retail

formats then it can be split into the modern format retailers and the traditional format

retailers. The modern format retailers comprise of the supermarkets, Hypermarkets,

Departmental Stores, Specialty Chains and company owned and operated retail stores.

The traditional format retailers comprise of Kiranas, Kiosks, Street Markets and the

multiple brand outlets. The retail industry can also be subdivided into the organized and

the unorganized sector. The organized retail sector occupies about 3% of the aggregate

retail industry in India.

1.2.1Size and contribution of the retail industry in India

In terms of value, the Indian Retail industry is worth $300 billion. Its contribution to the

Gross Domestic Product is about 10%, the highest compared to all other Indian

Industries. The retail sector has also contributed to 8% of the employment of the country.

The organized retail sector is expected to triple its size by 2010. The food and grocery

retail sector is expected to multiply five times in the same timeframe. The major reason

behind the low participation in the Indian retail sector is the need for lumpy investments

that cannot match up their break even points. The government policies are being revised

from time to time to attract investments in this sector. Firstly the organized retail sector in

India has a very low contribution to the entire retail sector in the country. Hence there is

ample scope for the new players to achieve success in the backdrop of soaring disposable

income of the upcoming generation. Secondly, not only have the incomes increased but

there has been a sea change in the preferences of the consumers. These factors have acted

as a stimulus for the ushering of foreign players retailing in apparels, accessories,


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electronic appliances etc. Large shopping malls have already mushroomed in the

metropolitan cities. There still lies untapped potential in the Indian Retail Market.

The retail industry continued in India in the form of Kiranas till 1980. Soon, following

the modernization of the retail sector in India, many companies started pouring in the

retail industry in India like Bombay Dyeing, Grasim etc. As has been mentioned earlier

the retail sector in India can be widely split into the organized and the unorganized sector.

The unorganized sector is predominant. We may discuss in detail the different divisions

of the retail sector in India.

1.2.1.1 Unorganized Retail Sector

The unorganized retail sector basically includes the local kiranas, hand cart, the vendors

on the pavement etc. This sector constitutes about 95% of the total retail trade. But

Foreign Direct Investment in the retail sector is expected to shrink the employment in the

unorganized sector and expand that in the organized One.

1.2.1.2 Organized Retail Sector

In the organized sector trading is undertaken by the licensed retailers who have registered

themselves to sales as well as income tax. The organized retail sector have in their ambit,

corporate backed hypermarkets and retail chains. The private large business enterprises are

also included under the organized retail category. The organized retail sector can be

further subdivided into:

1.2.1.3 Instore Retailers

This type of retail format is also known as the brick and mortar format. These retail stores

are in the form of fixed point sale outlets. They are specially designed to lure the

customers. There are different types of stores through which the instore retailers operate.

Branded Stores appear in the form of exquisite showrooms. Here the total range of a

particular brand is available and the quality of the product is certified by the government.

There are also multi brand specialty stores that sell a series of brands so that the


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consumer can choose from the wide array of brands. Department stores have a large

number of brands and products catering to all basic needs to luxurious items as well.

Supermarkets are basically self service retail stores. Discount Stores offer commodities at

reduced prices. In Hyper Marts customers have wide variety of products to choose from

and they are also available at discounted rates. Convenient stores are located in prominent

places within the reach of majority of the customers and do not operate in stringent work

hours. Shopping Malls are a storehouse of a large variety of retail shops situated close to

each other.

1.2.2 Organized retailing: Advantages to Indian economy

1.2.2.1 Organized retail will result in a complete revamp of the agricultural

A study by CRISIL has estimated a current annual total loss of about Rs. 1,000 billion in

the agricultural supply chain, 57 per cent of which is due to avoidable wastage and the

rest due to avoidable costs of storage and commissions (CRISIL Research, June 2007).

Organized retailers have already started procuring fruit and vegetables from farmers

directly bypassing the various intermediaries who add more costs than value to the food

chain. They are investing heavily on logistics in the form of centralized warehousing and

distribution centres, transport and cold storage, either directly or through engaging third

party logistics companies.

1.2.2.2 Boost to Exports:

Some of the international retailers that have plans for India in the future have already

developed suppliers in the country and have started exporting from India. For example,

Wal-Mart exported an equivalent of US$ 600 million, and IKEA about 380 million Euros

from India in 2006-07.

1.2.2.3. Organized retailer will work with farmers to:

(i) improve yields by enabling them to obtain quality input supplies;

(ii) Adopt superior farm technology and practices; and


16 DBMSPCE,VISNAGAR

(iii) Access timely credit at reasonable rates.

1.2.2.4. Small-scale manufacturers

They will be the major beneficiaries of private labels.

1.2.2.5. Organized retail„s direct purchase

Organized Retail directly purchase from farmers and other suppliers‘ compresses the

supply chain and eliminates a large number of intermediaries and hence can offer

consumers a lower price than the traditional channels.

1.2.2.6 Unorganized retailers normally do not pay taxes

Organized Sector is exempted from taxes and most of them are not even registered for

sales tax, VAT, or income tax. Organized retailers, by contrast, are corporate entities and

hence file tax returns regularly.

1.3 Retail Formats in India

The retail formats in India can be categorized into the traditional and the modern forms.

The traditional format includes Kiranas, street markets, kiosks and multiple brand stores.

The modern format, on the other hand includes supermarkets, hypermarkets, department

stores and specialty chains. In discussing about the structure of the retail sector in India

we cannot forgo forecourt retailing and trade parks.

1.3.1 Trade parks

Trade parks are basically business complexes that promote international trade. The global

players here have access to the top Indian exporters. To the buyers this would prove to be

a boon since they do not have travel to far off towns to enter into business deals with the

exporters, especially in places where infrastructure is very poor. By this the exporters not


17 DBMSPCE,VISNAGAR

only enhance their visibility but they also enjoy a host of other advantages. They can

design libraries, studio etc, in order to attract potential customers.

1.3.2 Malls:

The largest form of organized retailing today. Located mainly in metro cities, in

proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They

lend an ideal shopping experience with an amalgamation of product, service and

entertainment, all under a common roof. Examples include Shoppers Stop, Pyramid, and

Pantaloon.

1.3.3 Specialty Stores:

Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword,

RPG's Music World and the Times Group's music chain Planet M, are focusing on

specific market segments and have established themselves strongly in their sectors.

1.3.4 Discount Stores:

As the name suggests, discount stores or factory outlets, offer discounts on the MRP

through selling in bulk reaching economies of scale or excess stock left over at the

season. The product category can range from a variety of perishable/ non perishable

goods

1.3.5 Department Stores:

Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs.

Further classified into localized departments such as clothing, toys, home, groceries, etc.

Departmental Stores are expected to take over the apparel business from exclusive brand

showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which started

in Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India and

even has its own in store brand for clothes called Stop!.


18 DBMSPCE,VISNAGAR

1.3.6 Hyper marts/Supermarkets:

Large self service outlets, catering to varied shopper needs are termed as Supermarkets.

These are located in or near residential high streets. These stores today contribute to 30%

of all food & grocery organized retail sales. Super Markets can further be classified in to

mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging

from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal

sales.

1.3.7 Convenience Stores:

These are relatively small stores 400-2,000 sq. feet located near residential areas. They

stock a limited range of high-turnover convenience products and are usually open for

extended periods during the day, seven days a week. Prices are slightly higher due to the

convenience premium. Multi Brand outlets, also known as Category Killers, offer several

brands across a single product category. These usually do well in busy market places and

Metros.

1.4 Policy and Regulatory Environment

The Government is progressively undertaking reforms and liberalizing this sector;

thereby attracting significant foreign investments. The regulatory and supervisory

policies are being reshaped and reoriented to meet the new challenges and opportunities

in this sector. To facilitate the easier inflow of foreign direct investments, instead of

having to seek Foreign Investment Promotion Board (FIPB) approval, FDI up to 100 per

cent is allowed under the automatic route for cash and carry wholesale trading and export

trading. FDI up to 51 per cent is allowed, with prior Government approval for retail trade

in ‗single brand‘ products with the objective of attracting investment, technology and

global best practices and catering to the demand for such branded goods in India. This

implies that foreign companies can now sell goods sold globally under a single brand,

such as in the case of Reebok, Nokia and Adidas. However, retailing of multiple brands,

even if the goods are produced by the same manufacturer, is presently not allowed.


19 DBMSPCE,VISNAGAR

Relaxation of FDI restrictions in retail are being vigorously pursued by business and

trade coalitions, however it is unlikely that the FDI policy in retail is going to be

reviewed any time soon. Efforts are also being undertaken by the Government to

remove impediments being posed by licensing and clearance mechanisms in India with

the aim of introducing a single- window clearance mechanism. This would reduce the

entry and establishment timelines for new players in the market and facilitate easy

procedures in issuance of necessary approvals.

The Government is expected to take a calibrated approach in land and rent reforms to

improve the real estate regulatory environment and facilitate easy access to retail space

for international investors. The Government is releasing large tracts of unused land for

retail development in the Mumbai and NCR regions. This is soon to be followed by other

state governments, with the respective Governments benefiting from the access to

impressive revenues from land sales and tax collections from retail developments.

Solutions to problems related to the lease rentals and pro-tenancy laws, which

significantly deter international investors, are being pursued by the Government, with

initiatives like Special Economic Zones (SEZs), allotment of Government controlled land

etc. Value Added Tax (VAT) has been introduced and implemented in most states and

territories, and many industry verticals to resolve the multiple taxation issue and maintain

uniform prices across regions. The Agricultural Produce Marketing Committee Act

(APMC), which curtails direct sourcing of agriculture produce (grocery, food grains) is

proposed to be amended soon, with a Draft Model Act being legislated by the

government. The new act promotes direct marketing to corporate investors, setting up of

farmers/consumers market and contract farming. Contract farming is already being

pursued in certain states with players like Pepsi Co. forging alliances with local farmers

in Gujarat for direct procurement of raw materials.

The Government is encouraging the contract farming practice, as it benefits both the

farmers and the corporate retailers, with the former gaining access to better prices and the

latter to a steady supply source. The Government is currently considering modernizing


20 DBMSPCE,VISNAGAR

and developing eight strategically located mandis with cold storage, sorting and grading

facilities made available as a part of the infrastructure services.

However, everything is not hunky-dory on the reforms front with the Parliamentary

Standing Committee on Commerce recommending a blanket ban on domestic corporate

heavyweights and foreign majors from entering retail trading in grocery, fruits and

vegetables. The committee also wants the government to stop issuing further licenses for

the cash and carry format. It is unlikely that the FDI policy in the retail sector is going to

be reviewed any time soon. Currently, foreign investment in multi-brand retailing is not

permitted but, FDI up to 51% is allowed in the retail trade of single-brand products and

up to 100% is allowed in cash and carry trading.

In a report on the retail sector, the committee has argued that the cash and carry licenses

issued to international retailers or to a joint ventures between Indian companies and

foreign retailers is a "mere camouflage for doing retail trade through backdoor." Several

foreign retailers like Wal-mart, Metro and Booker are already present in the cash and

carry format and several others including Tesco and Carrefour are also keen to be present

in India. The committee has compiled the report after taking inputs from the Department

of Industrial Policy and Promotion in the commerce and industry ministry, Department of

Consumer Affairs, Department of Agriculture and Department of Higher Education. It is

also against allowing single-brand foreign firms to operate in India. According to the

panel, the provision of single brand retailing is not strictly adhered to and shops in malls

are selling other branded items along with the brand for which they have permission. The

committee also feels the government must ensure a policy to relocate or re-employ

people who are dislocated due to the opening up of big malls in the vicinity of their

shops.

The parliamentary panel has also recommended the setting up of a Retail Regulatory

Authority, to act as a nodal agency. Also, it wants the government to come out with a

National Shopping Mall Regulation Act. In 2008, the Indian Council for Research on

International Economic Relations (ICRIER), which was asked by the government to

assess the impact of large retailers on unorganized players, had submitted its report.


21 DBMSPCE,VISNAGAR

According to that report, unorganized retailers in the vicinity of organized retailers

experienced a decline in their volume of business and profit in the initial years after the

entry of large and organized players but the adverse impact on sales and profit of the

small retailers weakens over time. It is pretty clear why sections in the government have

reservations about foreign majors entering India‘s wholesale and retail markets. Food and

beverages constitute more than 70% of India‘s retail sector and it is perceived that the

entry of foreign majors will displace millions of small retailers in India, thus affecting the

ruling parties‘ chances in elections. There is one clear loser if the cash and carry players

succeed and prosper in India. The state-level APMC markets set up under the law to

conduct the sale of farm produce in the wholesale markets, lose their monopoly status. In

each of the states, where the farm produce marketing laws have not been amended, an

APMC is the only channel through which farmers can sell food grains, fruits and

vegetables to intermediaries and traders. In most cases, these transactions are held under

fairly opaque conditions and the farmer, with no staying power and no option either, is

the loser. Indeed, when the cash and carry businesses are allowed to purchase directly

from farmers, the state-owned APMCs and the state bureaucrats lose whatever clout they

still enjoy among farmers but nobody should mourn that loss, nor should the pressure

exerted by the entry of cash and carry businesses on big retailers should be any cause of

concern for anyone.

1.5 Reasons behind retail growth:

Consumer Spending has risen sharply at 75% as the youth population (more than

33 percent of the country is below the age of 15) has seen a significant increase in

its disposable income

Retail industry in India is expected to rise 25% yearly being driven by strong

income growth, changing lifestyles, and favourable demographic patterns.

India‗s retail still unexploited and under penetrated

Easy availability of credit, and large scale real estate developments were fuelling

the growth of India‗s approximately USD 25 billion organized retail market


22 DBMSPCE,VISNAGAR

Ever-expanding middle- and upper-class consumer base, there will also be

opportunities in India‗s tier II and tier III cities

The greater availability of personal credit

The terms commonly used include ―billion-plus population, ―a middle class

consisting of hundreds of millions, ―rapidly-growing income and consumption

India has had one of the consistently highest GDP growth rates of the last few

years.

Newer opportunities such as airport real estate are emerging with the upgrade of

the major and secondary airports, as well as a change in government policy

allowing expansion of retail activity at airports.

1.6 Several challenges:

Foreign investment is allowed in retail operations only up to a limit of 51 per cent

foreign equity, and only in businesses that are selling a single brand (brands such

as Louis Vuitton, and most recently Marks and Spencer, have taken advantage of

this route).

The industry is facing a severe shortage of talented professionals, especially at

the middle-management level.

Lack of adequate infrastructure with respect to roads, electricity, cold chains and

ports has further led to the impediment of a pan-India network of suppliers. Due

to these constraints, retail chains have to resort to multiple vendors for their

requirements, thereby, raising costs and prices.

Even though the government is attempting to implement a uniform value-added

tax across states, the system is currently plagued with differential tax rates for

various states leading to increased costs and complexities in establishing an

effective distribution network.

Stringent labor laws govern the number of hours worked and minimum wages to

be paid leading to limited flexibility of operations and employment of part-time

employees.


23 DBMSPCE,VISNAGAR

Multiple clearances are required by the same company for opening new outlets

adding to the costs incurred and time taken to expand presence in the country.

Government restrictions on the FDI are leading to an absence of foreign players

resulting into limited exposure to best practices.

Non- availability of government land and zonal restrictions has made it difficult

to find a good real estate in terms of location and size. Also lack of clear

ownership titles and high stamp duty has resulted in disorganized nature of

transactions.

1.7 Major expansion plans in retail sector:

Marks & Spencer Reliance India is planning to open 35 more stores over the next

five years, according to Mark Ashman, CEO of the company. The 51:49 joint

venture between UK‗s Marks and Spencer and Reliance Retail Ltd already has 15

stores in India.

Carrefour SA, Europe‗s largest retailer, may start wholesale operations in India by

2010 and plans to set up its first cash-and-carry outlet in the National Capital

Region. Currently, Carrefour exports goods worth US$ 170 million from India to

Europe, UAE, Indonesia, Europe, Thailand, Singapore and Malaysia.

Mahindra Retail, a part of the US$ 6.7-billion Mahindra Group, plans to invest

US$ 19.8 million by 2010 to step up its specialty retail concept 'Mom and Me'.

Pantaloon Retail India (PRIL) plans to invest more than US$ 103.3 million to

expand its seamless mall Central and the value fashion format Brand Factory over

the next two years.

Bharti Retail has introduced eight Wal-Mart private labels—including two of its

largest

Italian sportswear brand Lotto will launch two new footwear brands Sabots and

Calcetto in the country in the next few weeks. The plan is to have at least 50

exclusive outlets by March 2010.

Steel players such as JSW Steel and Essar Steel are increasing their focus on

opening up more retail outlets pan India. JSW Steel currently has 50 such steel


24 DBMSPCE,VISNAGAR

retail outlets called JSW Shoppe and is targeting to increase it to 200 by March

2010. Similarly, Essar Steel also has such retail outlets called Essar hypermarts.

With a total 150 such outlets currently, this segment contributes to about 20-25

per cent to the Essar‗s total revenue.

EBONY Homes, the home furniture retail arm of the US$ 3 billion DS

Constructions, has plans to invest US$ 25.1 billion to set up a chain of 20-25

furniture stores styled Ebony Gautier across the country by March 2012.

Gujarat Co-operative Milk Marketing Federation (GCMMF), which owns and

markets Asia's largest dairy brand, Amul, plans to add 6,000 Amul retail parlours

across the country in FY 2009.

Many major international brands are also looking for a foothold in India. The

brands planning an India entry include The Pizza Company and Spicchio Pizza

(both pizza chains from Thailand), Coffee Club from Australia, Japanese brand

Lolita Fashion, Revive Juice Bars from the UK, Mrs Fields Cookies and Jamba

Juice from the US, and French fashion brand Jules.

Retail brands such as United Colors of Benetton, Tommy Hilfiger and Puma are

opening factory outlets to sell excess stock and woo the price-conscious buyers.


25 DBMSPCE,VISNAGAR

CHAPTER 2

INDIAN APPAREL RETAIL INDUSTRY

2.1 Overview of Retail Industry

Indian apparel industry contributes about 14 per cent to industrial production, 4 per cent

to the country's gross domestic product (GDP) and 16.63 per cent to export earnings.

Nearly 40 per cent of the textiles produced in the country is exported and the textiles

sector is the biggest employment generator after agriculture. The sector is expected to

generate 12 million new jobs by 2010. The sector targets US$ 6 billion foreign direct

investment (FDI) by 2015 to be invested in green field units in textiles machinery, fabric

and garment manufacturing, as well as technical textiles.

India has made inroads into the markets of its key competitors which include Asian

countries such as Sri Lanka, Bangladesh, Vietnam and Cambodia. The Indian textile and

apparel industry is taking a new course by entering the Chinese market. Most of the top

global apparel retailers, such as JC Penny, Nautica, Docker and Target, have their

sourcing network in India. Indian textiles and apparel exports, which is worth US$ 22

billion, is expected to register a four-fold increase to touch US$ 90 to 100 billion in the

next 25 years.

The Indian apparel industry also has a vast existence in the economic life of the country.

It plays a critical role in the economic development of the country with its contribution to

industrial output, export earnings of the country and the generation of employment. The

Indian apparel industry has seen remarkable changes in the past few years and it is also

one of the India's largest foreign exchange earners. Embroidery being the traditional art

form of the country has contributed hugely for apparel industry. Indian 1embroidery

market stands out as being extraordinary in the international markets.

1 http://sourcing.indiamart.com/apparel/apparel-industry/embroidery-market/

http://sourcing.indiamart.com/apparel/apparel-industry/

http://sourcing.indiamart.com/apparel/apparel-industry/embroidery-market/

http://sourcing.indiamart.com/apparel/apparel-industry/embroidery-market/


26 DBMSPCE,VISNAGAR

2.1.1 Technical Textile Segment

Technical textiles segment is expected to employ over 300,000 additional workers

increasing the total employment in the sector to 1.2 million by the year 2012. The

Government has set up four Centres of Excellence (COEs) for Meditech, Agrotech,

Geotech and Protech group of technical textile, providing one-stop facilities for testing,

human resource development and research and development.

2.1.2 Government Initiative

The Government has announced the release of a subsidy of US$ 533.87 million for the

textile industry under the Technology Upgradation Fund scheme (TUFs). The

government extends 10 per cent capital subsidy and 5 per cent interest subsidy on

installation of machineries and for processing machinery under the TUFS. A 41-member

Working Group has also been announced to be set up with a National Fibre Policy, to

ensure self-sufficiency in fibre consumption and export requirements in India. The

Textiles Committee has also been reconstituted in order to ensure standard quality of

textiles both for internal marketing as well as exports. The committee will also establish

laboratories and test houses for testing of textiles. In addition, an online marketing and

sales portal has also been launched by the textile minister. The e-marketing platform,

developed by the Central Cottage Industries Corporation of India and the Handicraft and

Handlooms Export Corporation of India, will host more than 1,000 wide ranging

handicrafts and handlooms products. It will also provide online services, such as e-

payment facility through major debit/credit card as well as online tracking of the

shipment. Moreover, the Ministry of Textiles is considering setting up textile parks at

Vidarbha and Marathwada, the largest cotton growing regions in Maharashtra. Currently

seven textile parks are already in various stages of completion in Maharashtra.

2.1.3 Advantage India

India offers cheaper production and marketing costs and enormous opportunities that

have tempted Taiwanese companies to work on joint ventures with Indian companies,

especially for the manufacture of manmade fabrics. Several European textile and textile

machinery manufacturing companies have shown interest in sourcing garments from


27 DBMSPCE,VISNAGAR

India. Textile companies were keen to set up base in India due to the cheap labour

available here. India offers various incentives like low-cost labour and intellectual right

protection to foreign investors. The country allows 100 per cent FDI in the textiles sector.

2.1.4 Investments

According to the Minister for Textiles, around US$ 5.14 billion of foreign investment is

expected to be made in India in the textile sector over the next five years. Indian textile

companies are expanding their manufacturing facilities to industrial fabrics to tap new

customers in the construction, automobiles and healthcare sectors, who are currently

importing these products. Also, some of the major global luxury apparel retailers are

eyeing markets like India. According to industry analysts, the market for luxury and

premium brands in India is estimated at about US$ 1.3 billion - US$ 1.5 billion and

growing at about 25-30 per cent.

Retail apparel firm Koutons India plans to open 100 new stores by fiscal.

Alok Industries, S Kumars Nationwide, Jindal Cotex and SRF are keen to expand

their footprint.

Ludhiana-based Jindal Cotex is investing US$ 49.6 million in two units in

Himachal Pradesh to make medical and industrial textiles.

S Kumars Group projects to invest 10 billion rupees over the next 5 years to set

up new technical textiles facilities in India. It will introduce three international

brands by the end of this fiscal.

Tyre cord maker SRF Ltd is setting up a plant for laminated fabrics in Kashipur in

Uttarakhand.

Raymond Ltd is planning to target revenues of US$ 42.69 million with the launch

of 300 more retail shops by March 2011.

World's leading lingerie brand, Triumph International, plans to invest over US$

216.75 million in India to open 12 more flagship outlets and 30 additional EPS

(Exclusive Partner Stores) during the year.


28 DBMSPCE,VISNAGAR

2.1.5 Exports of Apparel

The Indian domestic and export markets for textile and apparel are expected to grow at

6.5% and 12% Compounded Annual Growth Rate (CAGR), respectively, a leading

consultancy firm said. Driven by favourable demographic factors, rise in disposable

incomes and a shift towards branded apparel, the domestic textile and apparel market was

slated to grow at 6.5% CAGR, according to ―CII-Ernst and Young Textile and Apparel

Report-2007-India In the Global Textiles Ecosystem. A 12% CAGR was expected in

exports with international retailers looking at India as the best alternative to China for

sourcing of apparel. The report identified ‗sourcing´ as a huge opportunity. The market

size in 2008 was $22-25 billion and projected to grow to $35-37 billion in 2011.This was

largely attributed to the end of the Multi Fibre Agreement, which has triggered growth in

the quantum of sourcing of the top global retailers from India. India has several

advantages in terms of abundant supply of cotton and man-made fiber, mature and well-

established production base, cheap and skilled labour and good design capabilities.

Besides this, government incentives to exporters and entry of foreign retailers into the

Indian market would also act as a fillip to retail sourcing from India, the report said.

2.1.6 Foreign Direct Investment

The Department of Industrial Policy & Promotion issues the guidelines for Foreign Direct

Investment in India.FDI upto 51% has been allowed in retail trade of ‗single brand‘

products with prior government approval and under certain condition. Products to be sold

should be of a ‗single brand‘ only. Products should be sold under the same brand

internationally. ‗Single Brand‘ product retailing would cover only products that are

branded during manufacturing. For example: an umbrella brand like ‗Christian Dior‘

would not be allowed to stock different brands like j‘adore, Pure Passion and Dior Addict

in one store currently permitted routes for foreign direct investment

2.1.7 Franchising

Rights are granted by one party to another for some stipulated amount of money

Franchisee is allowed to conduct business using Franchiser‘s know how and

brand name


29 DBMSPCE,VISNAGAR

2.1.8 Cash & Carry (Wholesale Trade)

Allowed 100% FDI under the automatic route by FIPB, model is designed in a

way that the wholesaler deals with small retailers.

2.1.9 Joint Venture

International brands provides equity and support to a local Indian entity

Share of the foreign player is restricted to 49%

2.1.10 Distribution

International Player sets up a distribution office in India and supplies products for

sale to local retailers

Can also set up franchised outlets for brands

2.2 Various distribution channels in Apparel Industry

2.2.1 Multi-Brands Outlets‟ or Shopping Malls Organization

It sells apparels to multi-brand outlets, which in turn sell them through large retail space

MBO‘s are located in prime locations of the various cities and towns ensuring maximum

reach MBO‘s are chain of shopping malls having a presence in more than one location

Realization from this channel is lower than those earned by selling to the retailers; as

MBO‘s keep higher margins because their costs are higher. Some of the major players in

this channel of distribution:-»

Shopper‘s Stop

Pantaloon Retail

Westside (Trent)

Globus Pyramid Retail

Reliance Retail


30 DBMSPCE,VISNAGAR

2.2.2 Owned Stores / Exclusive Brand Outlets

Some of the Players following this channel

Provogue

Raymonds

Madura Garments

Arvind Brands

Zodiac Clothing

Century Textiles

2.2.3 Distributors

This channel involves two middle agencies between the seller and the end-user

Organization sells it to the distributor, who in turn sells to the Retailers or MBO‘s

Realization from this channel are low

2.2.4 Discount Stores

For selling apparels at lower prices to attract larger volumes

Used for selling apparels with minor defects or for selling slow moving stocks

Low realization from this channel as garments are old-fashioned or sold at low

prices for gaining big volumes

2.2.5 Retailers

Company sells garment to Traders or Commission Agents

Greater reach of the distribution channel

Creation of a middle agency between the organization and the end-user

Lower realizations from this channel


31 DBMSPCE,VISNAGAR

2.4 The female consumer in clothing retail

Interaction

Table 2.4 Conceptual Framework of the influence of the sales assistant

on consumers‟ purchasing behavior

Female clothing

Consumer

Clothing Sales assistant:

Approach Consumer

Behaviour

Characteristics

Appearance

Appearance

Expectations of

clothing sales

assistant

Perception of

clothing sales

assistant

Emotions of consumers

Purchasing decision

Retailer losing

purchases

Retailer gaining

purchases

No influence on

purchasing behavior


32 DBMSPCE,VISNAGAR

2.5 Buying decision making process

Five Stage Model of the Consumer Buying Process

These basic psychological processes play an important role in understanding how

consumers actually make their buying decisions. Marketers must understand

every facet of consumer behavior.i

Marketing scholars have developed a ―stage model‖ of the buying decision

process. The consumer passes through five stages:

1. Problem reorganization

2. Information Search

3. Evaluation of alternatives

4. Purchase decision

5. Post purchase behavior

Problem

Recognition

Information

Search

Evaluation of

Alternatives

Purchase

Decision

Post purchase

Behavior


33 DBMSPCE,VISNAGAR

But consumer does not always pass through all five stages in buying a product.

They may skip or reverse some stages.

1. PROBLEM RECOGNIZATION

The buying process starts when the buyer recognizes a problem or need.

The need can be triggered by internal or external stimuli.

Marketers need to identify the circumstances that trigger a particular need

by gathering information from a number of consumers. They can then

develop marketing strategies that trigger consumer interest.

2. INFORMATION SEARCH

Of key interest to the marketer are the major information sources to

which the consumer will turn and the relative influence each will have

on the subsequent purchase decision. These information sources fall

into four groups:

Personal: Family, friends, neighbors

Commercial: Advertising, Web sites, displays

Public: Mass media, consumer-rating organizations

Experiential: Handling, examining, using the product

Successive Sets Involved in Consumer decision making

Pepe Jeans

Levi’s

Lee

DJ & C

Westside

Pantaloons

Pepe Jeans

Levi’s

Lee

Pepe Jeans Pepe Jeans

Levi’s

Lee

DJ & C

Pepe Jeans

Levi’s

Lee

DJ & C

Spykar

Westside

Zola

Pantaloons

Total Set Awareness Set Consideration Set Choice Set Decision


34 DBMSPCE,VISNAGAR

Through gathering information, the consumer learns about competing

brands and their features. The first box in figure shows the total set of

brands available to the consumer. The individual consumer will come

to know only a subset of these brands (awareness Set). Some brands

will meet initial buying criteria (consideration Set). As the consumer

gathers more information, only a few will remain as strong contenders

(Choice set). The consumer makes a final choice from this set.

3. EVALUATION OF ALTERNATIVES:

Some basic concepts will help us understand consumer evaluation

processes:

I. The consumer is trying to satisfy a need.

II. The consumer is looking for certain benefits from the product

solution.

III. The consumer sees each product as a bundle of attributes with

varying abilities for delivering the benefits sought to satisfy

their need.

4. PURCHASE DECISION:

In the evaluation stage, the consumer forms preferences among the

brands in the choice set. The consumer may also from an intension to

buy the most preferred brand. Purchases of everyday products involve

fewer decisions and less deliberation.

5. POST PURCHASE BEHAVIORS:

After the purchase, the consumer might experience dissonance that

stems from noticing certain disquieting features or hearing favorable

things about other brands, and will be alert to information that supports

his or her decision. Marketing communications should supply beliefs

and evaluations that reinforce the consumer‘s choice and help him or

her feel good about the brand.


35 DBMSPCE,VISNAGAR

The marketer‘s job therefore does not end with the purchase.

Marketers must monitor post purchase satisfaction, post purchase

action, and post purchase product uses.

2.6 Retail Mix (6ps)

Retail marketing mix is the term used to describe the various elements and methods

required to formulate and execute retail marketing strategy.

Retail managers must determine the optimum mix of retailing activities and co-ordinate

the elements of the mix.

The aim of such coordination is for each store to have a distinct retail image in

consumers‘ mind.

The mix may vary greatly according to the type of market the retailer is in, and the type

of product/services.

While many elements may make up a firm‘s retail marketing mix, the essential elements

may include:

1. Store location(Place)

2. Merchandise assortment(Product)

3. Pricing(Price)

4. Communication with customers(Promotion)

5. Store ambience(Presentation)

6. customer service(Personal)

PLACE:

The location of a store and the distance that the consumer must travel to shop

there are basic criteria in their store choice decisions.

Today, suburban sprawl, greater driving distances, the appearance of new

warehouse retail formats that are often located in large spaces away from

residential areas, and online retailing have made location somewhat less central as

a store choice criterion.


36 DBMSPCE,VISNAGAR

Consumers‘ store choice may be based on different criteria depending upon the

nature of the trip. For instance, small basket, fill-in trips are very unlikely to be

made to distant or inconvenient locations. And, retailers in some formats, like

convenience, drug, or supermarket have less flexibility in their location decision

than mass merchandisers or warehouse clubs.

although location no longer explains a major portion of the variance in

consumers‘ choice of stores, it is a key component in consumer‘s assessment of

total shopping costs and is still important for retailers who wish to get a

substantial share of wallet from fill-in trips and small basket shoppers.

PRODUCT:

One specific aspect of the retailer‘s assortment strategy, brand assortment, has

become particularly important in the last decade as a tool for retailers to influence

their image and develop their own brand name. Most retailers carry manufacturer

brands, but, increasingly, they also offer private label products.

Provide a broad assortment of products. Keep major nationally visible brands;

ensure product quality in terms of ingredients and packaging; have a section

devoted to unique merchandise. This strategy can be summarized as wide and

deep assortment with niche merchandise.

PRICE:

No matter how the characteristics of the consumer, product, store, or purchase

situation might differ, price represents the monetary expenditure that the

consumer must incur in order to make a purchase. From the vast literature on

pricing, we highlight three areas that are of direct relevance to consumers‘ image

and choice of retailers. A retailer‘s price image should be influenced by attributes

like average level of prices, how much variation there is in prices over time, the

frequency and depth of promotions.

A retailer‘s price format, which is on a continuum between EDLP (Every Day

Low Price) and HILO (High-Low Promotional Pricing), also influences

consumers‘ store choice and shopping behavior.


37 DBMSPCE,VISNAGAR

―Large basket shoppers‖ prefer EDLP stores whereas ―small basket shoppers‖

prefer HILO stores. The intuition behind the finding is straight-forward. Large

basket shoppers are captive to the pricing across a large set of product categories

at a time and do not have the flexibility to take advantage of occasional price

deals on individual products. They therefore prefer EDLP because it gives them a

lower expected price for their shopping basket. Small basket shoppers, on the

other hand, can take advantage of variations in prices of individual products and,

by buying on deal, can lower their basket price even if average prices in the store

are high.

PROMOTION:

The third research area studies whether retailer price promotions result in store

switching by consumers.

Retail promotions in any one category do not directly influence a consumer‘s

store choice decision, but they indirectly affect where the category is purchased.

Consumers typically shop in more than one store. They may purchase a promoted

product in the store they happen to be visiting whereas they would otherwise have

purchased it in another store. This also reiterates the important moderating effect

of in-store atmosphere. The impact of promotions will be higher in a pleasant

atmosphere because the longer consumers stay in a store, the more likely they are

to notice promotions and buy more than planned during the shopping trip.

PERSONAL:

Retailers should use relationship marketing to ensure that their customers become

their advocates. The concept of “Subjective Norm” is an important store choice

variable for apparel shoppers. Retailers must ensure positive word of mouth by

encouraging customer feedback and excellent service.

The manufacturers‘ warrantees/guarantees must be honored to build trust.

Customers should be encouraged to give their feedback on products and the

store‘s services. The store could provide telephonic and on-line feedback facilities


38 DBMSPCE,VISNAGAR

(these should be mentioned on the invoice and in the store). Store clerks need to

be trained in handling post-purchase customer behavior. For certain product

categories, a no questions asked policy could be considered for return of goods.

The retailers should provide product warranties over and above that provided by

the manufacturer. For chain stores, the customer should have the option of

exchange/return at any store across the country. These steps will ensure customer

loyalty and a positive word-of-mouth.

PRESENTATION

It tells about the arrangement of the appeals in the store and how store is look

like. Presentation is all about Retail design. The elements of presentation are store

theme, store atmosphere, lighting, store Image, aesthetic, layout, display,

marquee, frontage, space arrangement , graphics and signage, color , textures and

fixtures ,mannequins etc.


39 DBMSPCE,VISNAGAR

Chapter 3

Consumer Buying Behaviour in Apparel Industry

3.1 Defining Consumer Buying Behaviour

Consumer Buying Behaviour is the behaviour that a consumer display while buying the

product or a service. Each and every consumer has his/her own buying behaviour that he

displays it during purchase of different products. This behaviour displayed by the

consumer is the result of a number of influences which he/she receives from the

environment. These influences can be categorized into four factors viz. Cultural factors,

Social factors, Personal factors and Psychological factors.

3.1.1 Cultural Factors

Culture, subculture and social classes are particularly important in buying behaviour.

Culture is the fundamental determinant of a person‘s wants and behaviour. Each culture

consists of smaller subcultures that provide more specific identification and socialization

of its members. Subculture includes nationalities, religions, racial groups and geographic

regions.

3.1.2 Social Factors

In addition to cultural factors a consumer‘s behavior is influenced by such social factors

as reference groups, family and social roles and statuses. A person‘s reference group

consists of all the groups that have a direct (face to face) or indirect influence on the

person‘s attitudes or behavior. Groups that have direct influence on a person is called as

membership groups. Some membership groups are also called as primary groups, such as

family, friends, neighbors and coworkers with whom the person interacts fairly

continuously and informally. People also belong to secondary groups such as religious,

professional and trade union groups which tend to be more formal and require less

continuous interaction. Aspirational groups are those a person hopes to join; dissociative

groups are those whose values and behavior an individual rejects. The family is the most


40 DBMSPCE,VISNAGAR

important consumer buying organization in society, and family members constitute the

most influential primary reference group. A person participates in many groups-families,

clubs, organizations. The person‘s position in each group can be defined in terms of role

and status. A role consists of the activities a person is expected to perform. Each role

carries a status.

3.1.3 Personal Factors

A buyer‘s decisions are also influenced by personal characteristics. These include the

buyer‘s age in the life cycle, occupation, economic circumstances, lifestyle and

personality and self concept. People buy different goods and services over a lifetime.

They eat baby food in the early years, most foods in the growing matured years and

special diet in the later years. Occupation also influences consumption patterns. A blue

collar worker may buy work clothes, work shoes and lunch boxes. A company president

may buy expensive suits, air travel and country club membership. People from same

subculture, social classes and occupation may lead quite different lifestyles. A lifestyle is

a person‘s pattern of living in the world expressed in activities, interest and opinions.

3.1.4 Functional Factors

A person‘s Buying choices are also influenced by the functional factors which the brand

or the outlet carries. The functional attributes are the actual function which the brand is

in, which defines the value of the brand in the peoples mind. It includes the price range or

the range which the brand has etc

3.1.5 Psychological Factors

A person‘s buying choices are influenced by four major factors viz. motivation,

perception, learning, believes and attitudes


41 DBMSPCE,VISNAGAR

3.2 Importance of Consumer Buying Behavior

The study of consumer behavior focuses on how individuals make their decisions to

spend their available resources (time, money, effort) on consumption related itemsor

consumption related aspects (What they buy? When they buy? How they buy?).It also

study of individuals, or organisations and the processes consumers use to search, select,

use and dispose of products, services, experience, or ideas to satisfy needs and its impact

on the consumer and society. The consumer buying decision has six stages

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Purchase

Post Purchase Evaluation

Buyer behaviour is deeply rooted in psychology with dashes of sociology thrown in just

to make things more interesting. Since every person in the world is different, it is

impossible to have simple rules that explain how buying decisions are made. But those

who have spent many years analysing customer activity have presented us with useful

―guidelines‖ in how someone decides whether or not to make a purchase. The evaluation

of marketing concept from mere selling concept to consumer oriented marketing has

resulted in buyer behaviour becoming an independent discipline.

The growth of consumerism and consumer legislation emphasizes the importance that is

given to the consumer. Some consumers are characterized as being more involved in

products and shopping than others. A consumer who is highly involved with a product

would be interested in knowing a lot about it before purchasing. Hence he reads

brochures thoroughly, compares brands and models available at different outlets, asks


42 DBMSPCE,VISNAGAR

questions, and looks for recommendations. Thus consumer buying behaviour can be

defined as heightened state of awareness that motivates consumer‘s to seek out, attend to,

and think about product information prior to purchase.

3.3 Consumer Buying Behavior in Apparel Industry

Consumer buying behaviour in apparel industry can be studied on the internal parameters

such as

Cloth Quality

Range of aparels

Colour

Price

Other parameters external parameters could be studied are

Popularity of the brand

Trust in the brand

Impact of any occasions such as Festivals, Birthday, Anniversary, Marriage,

Engagement etc.

Celebrity Endorsement

Promotion

Wide range of Designs

Brand Name

Exhibitions

Launch of new collections


43 DBMSPCE,VISNAGAR

3.4 Functional attributes of the store attracting the customer and its

effects on apparel retail segment

One of the two attributes of the retail apparel outlet is functional attribute of the store. It

signifies how properly or how efficiently the functions of the store are being managed.

The functional attributes that the apparel retail outlet or store needs to have are as

follows.

Price range: This attribute represents the price range of the product that the store

has. This attribute very well defines the economy of the store or the class of the

store.

Location: This attribute is also very important. This attribute signifies the

location of the store. Some brands open their store at particular location only.

Therefore the consistency in the selection of the location store also helps the

creation in the minds of the customer. The location of the store should be

convenient for the customers that the store wants toi target.

Design availability: This attribute representations the availability of different

styles and design apparels. Consumers can only come to your retail store if they

have huge design set so they can make their own choice among it.

Credit facility: Retailer is providing which credit facilities to make payment. The

types of credits are cash, credit card and debit card.

Range of apparel: Range of apparel is the most important functional attribute in

forming the image in the minds of the customer. The consistency in the range of

the apparel helps the store to make desired particular personality in the minds of

the customer.

Type of apparel: How retailers manage assortment system. Type of apparel

depends on retail format type. Which type of apparels retailer keeps in their store.

For examples, ethnic wear, western, formal, casual, party wear etc.

Store name: The store name is the one of important functional attribute. The

store name gives the unique identity in consumers mind .Through store name only


44 DBMSPCE,VISNAGAR

consumer can identify the store. And hence which make the impact on consumers

mind

Store size: The store size is also influence the consumer decision for selection of

the brand. The larger the size, the more customer are attracted to store and vice-

versa.

Availability of latest trends: This is also one of the important attribute of the

store. For the store in order to be successful it has to make available the latest

trends in the apparel

Offers and Discounts: Offers and discounts is also one of the functional;

attributes impacting the customers mind. It is one the most important tool for the

attraction of the customer.

Service of the staff: Service of the staff also very well defines the apparel outlet

in the minds of the customer. Satisfactory service is necessary for the outlet to

have positive result in the minds of the customer.

After sales service: After sales service gives guarantee of the service to the

customer after the product is sold. In apparel retail outlet it constitutes the features

replacements, alterations etc.

Loyalty programme: This is one of the functional attribute which has direct

impact on the minds of the customer. It benefits the customer directly, resulting in

the increase loyalty of the customer.

Parking space availability: This is also related to the comfort of the customer

and the concern of the outlet to benefit and to provide ease for the customer

Previous interaction with the outlet: This is also one of the most important

attribute. This attribute can be improved by working on the previous attributes of

the outlet

Knowledge of the staff: Everything depends upon the knowledge of the staff.

Identifying customers and providing the desired can only be done if the staff of

the outlet is knowledgeable.


45 DBMSPCE,VISNAGAR

3.5 Psychological attributes to attract the customers and the effects on

the apparel retail segment

Layout: Layout of the store particularly affects the minds of the customer. Most

brands have a standard layout for their outlet. Having the standard layout makes

an impression in the minds of the customer. Layout is often design to make an

impression of store personality in the minds of the customer

Architecture of the store: Architecture of the store includes everything

placements of wracks and design of the store etc. It also affects the psychology of

the customers

Symbols: Many branded outlet has symbols identifying the outlet.

Colours: Colours are also important attributes of impacting the customers mind.

Colours develop the image of the store in the minds of the customer. Many brands

have outlets using standard colour to make an impression in the minds of the

customer. Different colours signify different personality. This may be used for the

development of personality of the outlet.

Advertising: Advertising is the most important attribute affecting the Psychology

of the customer. Advertising helps the most in building the personality of the

outlet or the brand

Stores sales personnel: Stores sales personnel also make an important

psychological definition of the outlet. After all it is the personnel which defines

the brand and the business

Mannequins(Display): Mannequins also helps in the process of attracting

customers, as the apparels are displayed with the help of the mannequins

Points of sale material: Points of sale material also impacts the psychology of

the customer

Courteous staff: Courteous staff motivates the customer to make a visit to the

outlet again and again. Staffs are the defining factor of the success or the failure

of the business unit. In apparel industry it becomes extremely important for the


46 DBMSPCE,VISNAGAR

outlet to have a courteous staff. Courteous staff helps make customer feel good

and relaxed in the outlet

References: References also helps in making the positive psychological effect in

the customers thinking. References can be made possible only if the above

psychological attributes of the outlet are worked upon.


47 DBMSPCE,VISNAGAR

CHAPTER 4

LITRATURE REVIEW

Sales Promotion Practices in Apparel Retail Sector and

Challenges Ahead

Author : Preeta H. Vyas, IIM A

Publication : W.P.No. 2007-11-02, November 2007.

Objective :

1. To compare usage across exclusive and multi brand outlets

2. To explore rationale behind such activities by examining consumer behaviour

3. To pose challenges ahead

Research Methodology:

Research Instrument: Depth Structure guide

Sampling Method : 6 organized apparel outlet

Area of study : Ahmedabad

Result:

1. Seasonality affects apparel sector and hence it become critical for a retailer to

clear off the stock at the end of season.

Store loyalty cards to reward loyal users and encourage them to visit the store

often and buy more by offering wide range for men, women and children. Some

store also offer home furnishings, accessories and footwear, thereby providing

convenience for one stop shopping.


48 DBMSPCE,VISNAGAR

All the stores used in store media to announce promotions. However use of mass

media and electronic media varied across the sample under study. Use of only

instore media would restrict the announcement to those who walk into the store. It

can be assumed that only loyal/ frequent visitor would know about the offers.

Whereas variety of media used would enhance footfalls to the store and trigger

word of mouth.

4. In terms of type of consumer sales promotions, almost everyone used discount,

coupon programmes and few used lucky draws, contests, gift, buy one get one

free type of promotions. Only Pantaloon had a unique scheme of an exchange

offer.

5. Use of sales promotion activity has a direct impact on behavior as it motivates a

consumer to buy now rather than buy in future.

Hispanic consumers' shopping orientation and apparel retail store

evaluation criteria: An analysis of age and gender differences

Author(s):

Yoo-Kyoung Seock, (Department of Textiles, Merchandising and Interiors, The

University of Georgia, Athens, Georgia, USA)

Nicki Sauls, (Department of Textiles, Merchandising and Interiors, The

University of Georgia, Athens, Georgia, USA).

Publisher: Emerald Group Publishing Limited

Objective:

1. Investigate Hispanic consumers' shopping orientations and their apparel retail

store evaluation criteria and

2. To examine age and gender differences in their shopping orientations and

retail store evaluation criteria.

http://www.emeraldinsight.com/search.htm?ct=all&st1=Yoo-Kyoung+Seock&fd1=aut

http://www.emeraldinsight.com/search.htm?ct=all&st1=Nicki+Sauls&fd1=aut


49 DBMSPCE,VISNAGAR

Research design/methodology/approach:

A structured questionnaire was developed to collect data on the variables in the

study. The questionnaire was developed both in English and Spanish. Factor

analysis was employed to identify Hispanic consumers' shopping orientations and

their retail store evaluation criteria. Pillai's trace multivariate analyses of variance

were used to examine the hypotheses.

Results:

Six shopping orientation constructs and three constructs of store evaluation

criteria were identified. The results revealed that males and females have different

shopping orientations and apparel retail store evaluation criteria. Shopping

orientation and apparel retail store evaluation criteria also varied across the age

groups.

Research limitations/implications:

This study has practical implications for apparel retailers regarding how to

position their stores in targeting different groups of shoppers and how to allocate

their resources and promote products. Additionally, the findings of the study will

reveal how to provide an optimal shopping experience to Hispanic consumers so

that apparel retailers can develop localized marketing strategies to target the areas

with a large Hispanic population

Indian Retailing: Shift from Pyramid to Diamonds

Author: Shweta Arora (Lecturer, BLS Institute of Management, Mohan Nagar

Ghaziabad)

Priya Rathi (Lecturer, BLS Institute of Management, Mohan Nagar Ghaziabad)


50 DBMSPCE,VISNAGAR

Objectives

In this paper an attempt has been made to analyse consumer behaviour with the

changing retail scenario in Delhi and Ghaziabad and explicated the factors

affecting their choices. The specific objectives of the paper are:

To understand the changing behaviour of consumers with the changing retailing

scenario in Delhi and Ghaziabad

To analyze the factors that influence shoppers to visit modern retail stores.

Methodology

The survey is based on interviewing grocery store consumers at Ghaziabad and

Delhi. The data is collected using a random sample of consumers. Consumers

who have significant knowledge of the topic were identified and selected at

random for questioning. Thus, 200 respondents from both organized and

unorganized retail business has been selected after taking into account their

income, occupation and sex. Total 334 respondents were taken into account for

analysis rest 66 has been rejected due to non completion. As per questionnaire,

interviews were conducted face to face so as to capture the attitude and

experience of consumers who had just purchased grocery items.

Results:

The respondents were asked a question what do you think drawback of visiting a

retail store. Their views have been classified according to categories of their

occupation. Further the drawback of visiting in a retail store both from organized

and unorganized has been classified as follows: high prices, time taking, bad

quality of goods, no customer relation, no choice of taking loose item, no credit

purchasing, poor customer service, not closer to house, less variety of products,

inaccurate quantity measurement, no facility of home delivery and not acceptance

of credit/debit card.


51 DBMSPCE,VISNAGAR

The influence of the clothing sales assistant on the female

consumer‟s purchasing decision: an exploratory investigation

Author:

Daleen van der Merwe,

Marlize Stoltz and

Sonica Jacobs

Publication:

ISSN 0378-5254 Tydskrif vir Gesinsekologie en Verbruikerswetenskappe, Vol

36, 2008

Objectives:

1. The primary objective of this study was to narrow the gap in knowledge of

the influence the clothing sales assistant has on the consumer‘s purchasing

decision in a South African context, through an exploratory investigation.

2. Consumers‘ perceptions of the clothing sales assistant regarding their

service Provision.

3. Examine the effect that the clothing sales assistant has on the consumer‘s

emotions; and lastly, to determine the influence that the clothing sales

assistant‘s service has on consumers‘ purchasing decision.

Results:

It is evident that clothing sales assistants should avoid intrusive behavior, as

this might influence the sales in the store negatively. The clothing sales

assistant should give the consumer enough space to allow them to make

their own decisions and strive for attributes valued by consumers.

Respondents verbalized the attributes that the sales assistants should strive for in

terms of three categories, namely their characteristics, etiquette, and skills.


52 DBMSPCE,VISNAGAR

The positive characteristics concepts included the same characteristics that

respondents expect the sales assistant to strive for, such as helpfulness,

friendliness, and competence. Respondents‘ positive mindset towards the

clothing sales assistant was verbalized through the concepts respondents‘

satisfaction with sales assistants‘ service and respondents‘ tolerance towards sales

assistants.

The effect of perception on Indian urban female consumer buying

behavior

Author:

Dr. Avinash Kapoor and Dr. Chinmaya Kulshrestha

Publication:

Monash Business Review Volume 4 Issue 1 – April 2008

Objectives:

1. To determine the fashion involvement of selected affluent female consumers

from two cities of India i.e. Jaipur In Rajasthan State and Gurgaon in Haryana

State.

2. To describe the media usage, personality traits (self-confidence and public self

consciousness), price perceptions (price/quality and prestige sensitivity), and

selected demographic characteristics of affluent female consumers.

3. To identify relationships between fashion involvement and the media usage,

personality traits (self-confidence and public self-consciousness), price

perceptions (price/quality and prestige sensitivity), and selected demographic

characteristics of affluent female consumers.

4. To investigate if media usage, personality traits, price perceptions, and

selected demographic characteristics of affluent female consumers are

predictors of their fashion involvement.


53 DBMSPCE,VISNAGAR

Research methodology

Research Design : Exploratory

Sample size : 1200 female consumers over the age of 21 with an

Annual household income of at least Rs. 1,00,000.

Sample Unit : Jaipur Rajasthan and Gurgaon Haryana

Analysis Method : Correlation analysis Regression, SPSS

Result:

1. Correlation tests results indicated that media usage, prestige sensitivity and

public self consciousness were more significantly related to fashion

involvement.

2. Regression results indicated that consumers‘ media usage and price

perceptions (prestige sensitivity and price/quality) were significant predictors

of fashion involvement.

Uncovering retail shopping motives of Indian youth

Author:

1. Pavleen Kaur, Lecturer, Guru Nanak Dev University, Amritsar, India

2. Raghbir Singh, Professor, Guru Nanak Dev University, Amritsar, India

Publication:

VOL. 8 NO 2 2007, pp 128-138


54 DBMSPCE,VISNAGAR

Objectives:

Find out the motives that drive young people to shop in departmental stores or

malls.

To identify the target shoppers as well as to identify the prime reasons as to

why they shop.


Research Design : Structured questionnaire

Sample size : 115

Sample Unit : Students of Amritsar district of Punjab

Sampling Method : Convenience Sampling

Analysis Method : Factor Analysis

Result:

1. Indian youth primarily shop from a hedonic perspective.

2. Youth are an important consuming class owning to time pressures in dual

career families with high disposable income.

3. This Age group is particular found to be considerable involved in the role of

information seeker from the market and disseminator of the same to the peer

group or to the family.

4. Sensory stimulants such as the background music, odour, or feel of the

product play an important role in shaping the shopping exercise of these

individuals and could set off impulse buying activity in them.


55 DBMSPCE,VISNAGAR

Lifestyle Analysis – A Tool for Understanding Buyer Behavior

Author:

1. Dr. Jayasree Krishnan (Professor and Head, Department of Management Studies)

2. Dr. M. Sakthivel Murugan (Professor and Head Department of Corporate Secretary

ship)

Publication:

jayasreepaper.pdf

Objective:

1. Do people differ in their lifestyle?

2. Do the psychographic variables discriminate significantly between groups?

3. Are the demographic characteristics of different segments significantly different?

4. Do the groups significantly differ in their buying behavior?

Research methodology:

Research instrument : Questionnaire

Sample size : 900

Sampling unit : People residing in Chennai city

Area of study : Chennai

Analysis method : Factor analysis, cluster analysis

Result:

1. Lifestyle characteristics have a great impact on the purchase behavior of the

clusters.

2. In a consumption environment, a person chooses a product or brand, which seems

to possess a maximum possibility of the definition or elaboration of his life style

identity.


56 DBMSPCE,VISNAGAR

3. Products and services are selected, purchased and consumed by the individuals, in

order for them to define, actualize or extend their life style identity.

4. There is a causal effect of the individual‘s life style on his consumption behavior.

Sales Promotion practices in Apparel Retail Sector and

Challenges Ahead.

Author:

Preeta H. Vyas, IIMA

Publication:

W.P. No.2007-11-02, November 2007

Objectives:

1. To compare usage across exclusive and multi branded outlets.

2. To explore rationale behind such activities by examining consumer behavior.

3. To pose challenges ahead


Research instrument : Depth structured guide

Sampling method : 6 apparel retail outlet

Area of study : Ahmedabad

Result:

1. seasonality affects apparel sector and hence it becomes critical for a retailer to

clear off the stocks at the end of season

2. Stores loyalty cards to reward loyal users and encourage them to visit the store

often and buy more by offering wide range for men, women and children.


57 DBMSPCE,VISNAGAR

Some store also offer home furnishings, accessories and footwear, thereby

providing convenience for one stop shopping.

3. All the stores used in store media to announce promotions.

4. In terms of type of consumer sales promotions, almost everyone used

discount, coupon programmes and few used lucky draws, contests, gift, buy

one get one free type of promotions, and only pantaloon had a unique scheme

of exchange offer.

5. Usage of sales promotion activities has a direct impact on behavior as it

motivates a consumer to buy now rather than in future.

Comprehensive Analysis of Exclusive Brand Store Customer in

Indian Market

Author: Sonal Kureshi, Vandana Sood , Abraham Koshy

Publication:

W.P. No.2007-08-02, August 2007

Objective:

1. to provide insight about the profile of the consumers of exclusive brand store,

based on their demographic and psychographic characteristics

2. to find out differences if any between the ‗Browser‘ and ‗Purposive‘

customers

3. To examine the differences that emerges and draws implications for the

retailer.

Research Methodology:

Research type : Exploratory Research

Sample size : 400

Area of study : Bangalore


58 DBMSPCE,VISNAGAR

Analysis method: AIO scale (attitude interest opening), chi-square & T- test

Result:

1. 73.9 percent of the customers who visited the store were males. Three-fourths

males belonged to the age group of 21-30 (Table 2). This clearly indicated that

there was an under representation of women customers and people in the age

group of above 40 years. Majority of the customers coming to the store were

students (33%) and young executives working in the private sector belonging

to affluent households with income above 4.5 lakhs.

2. Out of the total sample 68.5% of the customers coming to the store were

purposive while the rest indicated the reason for visit to be either to browse

and/or window shop. Majority of the customers (74.6%) were found to be

patrons and were revisiting the store within a year.

3. The non patrons were asked to specify their intention to revisit and it was

found that 33% indicated that they would definitely revisit while the same

percent were unsure of revisit.

4. The differences were examined for significance using chi-square and by

comparing means using t-test. Purposive, browser and purposive patrons

showed significant differences across number of statements on fashion, image

consciousness, health, fitness, entertainment and shopping orientation.

5. Purposive, browser and purposive patrons showed significant differences

across number of statements on fashion, image consciousness, health, fitness,

entertainment and shopping orientation.

6. The browsers were lower on fashion but higher on health and fitness

consciousness than the patrons, purposive and purposive patrons


59 DBMSPCE,VISNAGAR

Perceptions of the store environment for each shopping

orientation:

Objectives:

1. To determine differences in importance rating of selected environmental

dimensions for each shopping scenario.

2. To determine differences in importance rating of selected environmental

dimensions for each shopping orientation.

3. To determine differences in perceptions of the store environment by store type

for each shopping orientation.

4. To determine differences in attitude toward the stores and first store choice.


Research instrument : Questionnaire and telephone interview

Sample size : 900 women, 18 and over

Sampling unit : Independent Sampling Company in Omaha

Area of study : Nebraska

Analysis method : Pilot test, factor analysis, cluster analysis, Chi-square

Result:

1. There is no difference in importance rating of selected environmental

dimensions for each shopping scenario.

2. There is no difference in importance rating of selected environmental

dimensions for each shopping orientation.

3. There is no difference in perceptions of the store environment by store type

for each shopping orientation.

4. There is no difference in attitude toward the stores and first store choice.


60 DBMSPCE,VISNAGAR

Consumer buying behavior in fashion retailing :empirical

evidences

Author:

Susana Garrido Azevedo,

Madalena Pereira,

Joao Ferreira,

Vilma Pedroso

Source:

MRPA (Munich Personal RePEc Archive)

Publication:

MPRA Paper No. 11908 posted 03. December 2008 / 13:35

Objectives:

1. Study the gender differences in consumer buying behavior of a Portuguese

population when they go shopping to buy apparel products.

2. Differences between women and men especially in terms of What, Where,

When. And how they buy.


Research instrument : Questionnaire

Sample size : 221

Sample Unit : Portugal

Sampling Method : Non Random sampling technique and Snow Ball

Process

Analysis Method : T-test


61 DBMSPCE,VISNAGAR

Result:

1. Both men and women mostly prefer clothing that may highlight their

physical attributes.

2. Women go shopping mostly by impulse and bring someone, while men do it

by necessity and almost always alone.

3. Both women and men buy clothing in stores that display an appealing and

pleasant atmosphere, where low prices, quality and variety are highlight.

4. Women buy more often and that both genders choose to buy mostly during

sales season.


62 DBMSPCE,VISNAGAR

CHAPTER 5

OBJECTIVES OF THE STUDY

5.1 Objectives of the Study

To find the Functional attributes govern a consumer‘s choice of an Apparel Retail Outlet.

To find the Psychological attributes govern a consumer‘s choice of an Apparel Retail

Outlet.

To find the reasons behind buying branded apparels.

To find various elements/factors responsible for changing behavior of consumers

5.2 Development of Hypotheses

Hypothesis for Age perception:

(Functional Attributes)

H0: There is no Age wise perceptual difference regarding price range as preference of a

retail apparel store over other.

H1: There is Age wise perceptual difference regarding price range as preference of a


H0: There is no Age wise perceptual difference regarding Location as preference of a


H1: There is Age wise perceptual difference regarding Location as preference of a retail

apparel store over other.

H0: There is no Age wise perceptual difference regarding Design availability as

preference of a retail apparel store over other.

H1: There is Age wise perceptual difference regarding Design availability as preference

of a retail apparel store over other.


63 DBMSPCE,VISNAGAR

H0: There is no Age wise perceptual difference regarding Credit facility as preference of

a retail apparel store over other.

H1: There is Age wise perceptual difference regarding Credit facility as preference of a


H0: There is no Age wise perceptual difference regarding Range of Apparel as preference


H1: There is Age wise perceptual difference regarding Range of Apparel as preference of


H0: There is no Age wise perceptual difference regarding type of Apparel as preference


H1: There is Age wise perceptual difference regarding type of Apparel as preference of a


H0: There is no Age wise perceptual difference regarding store name as preference of a


H1: There is Age wise perceptual difference regarding store name as preference of a


Ho: There is no Age wise perceptual difference regarding Store size as preference of a


H1: There is Age wise perceptual difference regarding Store size as preference of a retail


H0: There is no Age wise perceptual difference regarding availability of latest trends in

Apparels as preference of a retail apparel store over other.

H1: There is Age wise perceptual difference regarding availability of latest trends in



64 DBMSPCE,VISNAGAR

H0: There is no Age wise perceptual difference regarding offers and discounts as


H1: There is Age wise perceptual difference regarding offers and discounts as preference


H0: There is no Age wise perceptual difference regarding service of the staff as


H1: There is no Age wise perceptual difference regarding service of the staff as


H0: There is no Age wise perceptual difference regarding after sales service as preference


H1: There is Age wise perceptual difference regarding after sales service as preference of


H0: There is no Age wise perceptual difference regarding Loyalty programme as


H1: There is Age wise perceptual difference regarding Loyalty programme as preference


H0: There is no Age wise perceptual difference regarding parking space availability

(amenities) as preference of a retail apparel store over other.

H1: There is Age wise perceptual difference regarding parking space availability


H0: There is no Age wise perceptual difference regarding previous interaction with outlet

as preference of a retail apparel store over other.

H1: There is Age wise perceptual difference regarding previous interaction with outlet as



65 DBMSPCE,VISNAGAR

H0: There is no Age wise perceptual difference regarding Knowledge of the staff as


H1: There is Age wise perceptual difference regarding Knowledge of the staff as


(Psychological Attributes)

H0: There is no Age wise perceptual difference regarding layout as preference of a retail


H1: There is Age wise perceptual difference regarding layout as preference of a retail


H0: There is no Age wise perceptual difference regarding Architecture of the store as


H1: There is Age wise perceptual difference regarding Architecture of the store as


H0: There is no Age wise perceptual difference regarding symbols as preference of a


H1: There is Age wise perceptual difference regarding symbols as preference of a retail


H0: There is no Age wise perceptual difference regarding colours as preference of a retail


H1: There is Age wise perceptual difference regarding colours as preference of a retail


H0: There is no Age wise perceptual difference regarding Advertising as preference of a


H1: There is Age wise perceptual difference regarding Advertising as preference of a



66 DBMSPCE,VISNAGAR

H0: There is no Age wise perceptual difference regarding store sales personnel as


H1: There is Age wise perceptual difference regarding store sales personnel as preference


H0: There is no Age wise perceptual difference regarding display as preference of a retail


H1: There is Age wise perceptual difference regarding display as preference of a retail


H0: There is no Age wise perceptual difference regarding points of sale material as


H1: There is Age wise perceptual difference regarding points of sale material as


H0: There is no Age wise perceptual difference regarding courteous staff as preference of


H1: There is Age wise perceptual difference regarding courteous staff as preference of a


H0: There is no Age wise perceptual difference regarding references as preference of a


H1: There is no Age wise perceptual difference regarding references as preference of a



67 DBMSPCE,VISNAGAR

Hypothesis for perception of Educational qualification:


H0: There is no Education wise perceptual difference regarding price range as preference


H1: There is Education wise perceptual difference regarding price range as preference of


H0: There is no Education wise perceptual difference regarding Location as preference of


H1: There is Education wise perceptual difference regarding Location as preference of a


H0: There is no Education wise perceptual difference regarding Design availability as


H1: There is Education wise perceptual difference regarding Design availability as


H0: There is no Education wise perceptual difference regarding Credit facility as


H1: There is Education wise perceptual difference regarding Credit facility as preference


H0: There is no Education wise perceptual difference regarding Range of Apparel as


H1: There is Education wise perceptual difference regarding Range of Apparel as


H0: There is no Education wise perceptual difference regarding type of Apparel as



68 DBMSPCE,VISNAGAR

H1: There is Education wise perceptual difference regarding type of Apparel as


H0: There is no Education wise perceptual difference regarding store name as preference


H1: There is Education wise perceptual difference regarding store name as preference of


Ho: There is no Education wise perceptual difference regarding Store size as preference


H1: There is Education wise perceptual difference regarding Store size as preference of a


H0: There is no Education wise perceptual difference regarding availability of latest

trends in Apparels as preference of a retail apparel store over other.

H1: There is Education wise perceptual difference regarding availability of latest trends

in Apparels as preference of a retail apparel store over other.

H0: There is no Education wise perceptual difference regarding offers and discounts as


H1: There is Education wise perceptual difference regarding offers and discounts as


H0: There is no Education wise perceptual difference regarding service of the staff as


H1: There is no Education wise perceptual difference regarding service of the staff as


H0: There is no Education wise perceptual difference regarding after sales service as



69 DBMSPCE,VISNAGAR

H1: There is Education wise perceptual difference regarding after sales service as


H0: There is no Education wise perceptual difference regarding Loyalty programme as


H1: There is Education wise perceptual difference regarding Loyalty programme as


H0: There is no Education wise perceptual difference regarding parking space availability


H1: There is Education wise perceptual difference regarding parking space availability


H0: There is no Education wise perceptual difference regarding previous interaction with

outlet as preference of a retail apparel store over other.

H1: There is Education wise perceptual difference regarding previous interaction with


H0: There is no Education wise perceptual difference regarding Knowledge of the staff as


H1: There is Education wise perceptual difference regarding Knowledge of the staff as



70 DBMSPCE,VISNAGAR


H0: There is no Education wise perceptual difference regarding layout as preference of a


H1: There is Education wise perceptual difference regarding layout as preference of a


H0: There is no Education wise perceptual difference regarding Architecture of the store


H1: There is Education wise perceptual difference regarding Architecture of the store as


H0: There is no Education wise perceptual difference regarding symbols as preference of


H1: There is Education wise perceptual difference regarding symbols as preference of a


H0: There is no Education wise perceptual difference regarding colours as preference of a


H1: There is Education wise perceptual difference regarding colours as preference of a


H0: There is no Education wise perceptual difference regarding Advertising as preference


H1: There is Education wise perceptual difference regarding Advertising as preference of


H0: There is no Education wise perceptual difference regarding store sales personnel as


H1: There is Education wise perceptual difference regarding store sales personnel as



71 DBMSPCE,VISNAGAR

H0: There is no Education wise perceptual difference regarding display as preference of a


H1: There is Education wise perceptual difference regarding display as preference of a


H0: There is no Education wise perceptual difference regarding points of sale material as


H1: There is Education wise perceptual difference regarding points of sale material as


H0: There is no Education wise perceptual difference regarding courteous staff as


H1: There is Education wise perceptual difference regarding courteous staff as preference


H0: There is no Education wise perceptual difference regarding references as preference


H1: There is no Education wise perceptual difference regarding references as preference


Hypotheses for occupation perception


H0: There is no Occupation wise perceptual difference regarding price range as


H1: There is Occupation wise perceptual difference regarding price range as preference


H0: There is no Occupation wise perceptual difference regarding Location as preference



72 DBMSPCE,VISNAGAR

H1: There is Occupation wise perceptual difference regarding Location as preference of a


H0: There is no Occupation wise perceptual difference regarding Design availability as


H1: There is Occupation wise perceptual difference regarding Design availability as


H0: There is no Occupation wise perceptual difference regarding Credit facility as


H1: There is Occupation wise perceptual difference regarding Credit facility as


H0: There is no Occupation wise perceptual difference regarding Range of Apparel as


H1: There is Occupation wise perceptual difference regarding Range of Apparel as


H0: There is no Occupation wise perceptual difference regarding type of Apparel as


H1: There is Occupation wise perceptual difference regarding type of Apparel as


H0: There is no Occupation wise perceptual difference regarding store name as


H1: There is Occupation wise perceptual difference regarding store name as preference of


Ho: There is no Occupation wise perceptual difference regarding Store size as preference



73 DBMSPCE,VISNAGAR

H1: There is Occupation wise perceptual difference regarding Store size as preference of


H0: There is no Occupation wise perceptual difference regarding availability of latest

trends in Apparels as preference of a retail apparel store over other.

H1: There is Occupation wise perceptual difference regarding availability of latest trends


H0: There is no Occupation wise perceptual difference regarding offers and discounts as


H1: There is Occupation wise perceptual difference regarding offers and discounts as


H0: There is no Occupation wise perceptual difference regarding service of the staff as


H1: There is no Occupation wise perceptual difference regarding service of the staff as


H0: There is no Occupation wise perceptual difference regarding after sales service as


H1: There is Occupation wise perceptual difference regarding after sales service as


H0: There is no Occupation wise perceptual difference regarding Loyalty programme as


H1: There is Occupation wise perceptual difference regarding Loyalty programme as


H0: There is no Occupation wise perceptual difference regarding parking space

availability (amenities) as preference of a retail apparel store over other.


74 DBMSPCE,VISNAGAR

H1: There is Occupation wise perceptual difference regarding parking space availability


H0: There is no Occupation wise perceptual difference regarding previous interaction

with outlet as preference of a retail apparel store over other.

H1: There is Occupation wise perceptual difference regarding previous interaction with


H0: There is no Occupation wise perceptual difference regarding Knowledge of the staff


H1: There is Occupation wise perceptual difference regarding Knowledge of the staff as



H0: There is no Occupation wise perceptual difference regarding layout as preference of


H1: There is Occupation wise perceptual difference regarding layout as preference of a


H0: There is no Occupation wise perceptual difference regarding Architecture of the store


H1: There is Occupation wise perceptual difference regarding Architecture of the store as


H0: There is no Occupation wise perceptual difference regarding symbols as preference


H1: There is Occupation wise perceptual difference regarding symbols as preference of a


H0: There is no Occupation wise perceptual difference regarding colours as preference of



75 DBMSPCE,VISNAGAR

H1: There is Occupation wise perceptual difference regarding colours as preference of a


H0: There is no Occupation wise perceptual difference regarding Advertising as


H1: There is Occupation wise perceptual difference regarding Advertising as preference


H0: There is no Occupation wise perceptual difference regarding store sales personnel as


H1: There is Occupation wise perceptual difference regarding store sales personnel as


H0: There is no Occupation wise perceptual difference regarding display as preference of


H1: There is Occupation wise perceptual difference regarding display as preference of a


H0: There is no Occupation wise perceptual difference regarding points of sale material


H1: There is Occupation wise perceptual difference regarding points of sale material as


H0: There is no Occupation wise perceptual difference regarding courteous staff as


H1: There is Occupation wise perceptual difference regarding courteous staff as


H0: There is no Occupation wise perceptual difference regarding references as preference



76 DBMSPCE,VISNAGAR

H1: There is no Occupation wise perceptual difference regarding references as preference


Hypotheses for Monthly Income perception


H0: There is no Income wise perceptual difference regarding price range as preference of


H1: There is Income wise perceptual difference regarding price range as preference of a


H0: There is no Income wise perceptual difference regarding Location as preference of a


H1: There is Income wise perceptual difference regarding Location as preference of a


H0: There is no Income wise perceptual difference regarding Design availability as


H1: There is Income wise perceptual difference regarding Design availability as


H0: There is no Income wise perceptual difference regarding Credit facility as preference


H1: There is Income wise perceptual difference regarding Credit facility as preference of


H0: There is no Income wise perceptual difference regarding Range of Apparel as


H1: There is Income wise perceptual difference regarding Range of Apparel as



77 DBMSPCE,VISNAGAR

H0: There is no Income wise perceptual difference regarding type of Apparel as


H1: There is Income wise perceptual difference regarding type of Apparel as preference


H0: There is no Income wise perceptual difference regarding store name as preference of


H1: There is Income wise perceptual difference regarding store name as preference of a


Ho: There is no Income wise perceptual difference regarding Store size as preference of a


H1: There is Income wise perceptual difference regarding Store size as preference of a


H0: There is no Income wise perceptual difference regarding availability of latest trends


H1: There is Income wise perceptual difference regarding availability of latest trends in


H0: There is no Income wise perceptual difference regarding offers and discounts as


H1: There is Income wise perceptual difference regarding offers and discounts as


H0: There is no Income wise perceptual difference regarding service of the staff as


H1: There is no Income wise perceptual difference regarding service of the staff as



78 DBMSPCE,VISNAGAR

H0: There is no Income wise perceptual difference regarding after sales service as


H1: There is Income wise perceptual difference regarding after sales service as


H0: There is no Income wise perceptual difference regarding Loyalty programme as


H1: There is Income wise perceptual difference regarding Loyalty programme as


H0: There is no Income wise perceptual difference regarding parking space availability


H1: There is Income wise perceptual difference regarding parking space availability


H0: There is no Income wise perceptual difference regarding previous interaction with


H1: There is Income wise perceptual difference regarding previous interaction with outlet


H0: There is no Income wise perceptual difference regarding Knowledge of the staff as


H1: There is Income wise perceptual difference regarding Knowledge of the staff as



H0: There is no Income wise perceptual difference regarding layout as preference of a


H1: There is Income wise perceptual difference regarding layout as preference of a retail



79 DBMSPCE,VISNAGAR

H0: There is no Income wise perceptual difference regarding Architecture of the store as


H1: There is Income wise perceptual difference regarding Architecture of the store as


H0: There is no Income wise perceptual difference regarding symbols as preference of a


H1: There is Income wise perceptual difference regarding symbols as preference of a


H0: There is no Income wise perceptual difference regarding colours as preference of a


H1: There is Income wise perceptual difference regarding colours as preference of a retail


H0: There is no Income wise perceptual difference regarding Advertising as preference of


H1: There is Income wise perceptual difference regarding Advertising as preference of a


H0: There is no Income wise perceptual difference regarding store sales personnel as


H1: There is Income wise perceptual difference regarding store sales personnel as


H0: There is no Income wise perceptual difference regarding display as preference of a


H1: There is Income wise perceptual difference regarding display as preference of a retail



80 DBMSPCE,VISNAGAR

H0: There is no Income wise perceptual difference regarding points of sale material as


H1: There is Income wise perceptual difference regarding points of sale material as


H0: There is no Income wise perceptual difference regarding courteous staff as


H1: There is Income wise perceptual difference regarding courteous staff as preference of


H0: There is no Income wise perceptual difference regarding references as preference of


H1: There is no Income wise perceptual difference regarding references as preference of



81 DBMSPCE,VISNAGAR

CHAPTER 6:

RESEARCH METHODOLOGY

6.1 Research Design:

The research under taken is descriptive in nature. Descriptive will be use for study

related female consumer behavior. The research will identify effects of age, educational

qualification, occupation and family monthly Income on female customer perception

towards organized retail stores on evaluation of apparel products.

It will also study the perception of customers and attitude regarding organized retail

stores functional and psychological factor. Hypotheses regarding various factors and risk

perception of consumers would be formulated and tested through primary and secondary

data including research and survey of the consumers.

6.2 Methods of Data Collection:

Types of data:

Both Primary and Secondary data will be used for the study.

Sources of primary data:

Data will be collected through customers those who have visited various organized

apparel retail stores will be contacted for response through questionnaires.

Sources of secondary data:

Relevant Journals, reference books, websites etc. will be studied.


82 DBMSPCE,VISNAGAR

6.3 Sampling Plan:

Population:

The study will include a customers of various organized apparel retail store included of

all demographics like age groups and from a variety of occupations, which purchase

branded readymade apparel/garments from organized apparel retail store.

Sampling unit:

An individual shopper of various apparel organized retail store.

Sampling method:

As the primary focus of this study is the customer perception for apparel brands various

stores, convenience sampling method of sample selection will device the sample in

generic shopping behavior. Questions will be developed in the questionnaire to get the

feedback from the respondents about their response for their shopping.

Sample Size:

Sample size affects the accuracy of results. Sample size also has a direct impact on the

appropriateness of the statistical techniques chosen. The size of the sample for this study

will be designed in accordance with factors like, precision level of the study, number of

variables, and the criterion for applying the analytical techniques. According to Roscoe

(1975), sample sizes larger than 30 and less than 500 are appropriate for most of the

research. Various earlier researches in the area of intense competitive interaction between

private labels and national brands have been conducted keeping a sample size within the

range of 150 to 530. The study will use Analysis of Variance and t test to examine the

relational hypotheses for perception regarding atmospheric factors influencing buying

behaviour. Sample size in this research is 134 respondents.


83 DBMSPCE,VISNAGAR

6.4 Techniques to be used

A questionnaire will be developed to collect the data. The questionnaire will be

comprised of different sections. First section for screening the respondents are purchase

branded apparels or not. Second section includes reasons for buying of the branded

apparels and various stores. Third section includes functional and psychological factors

which effect on shoppers buying behavior and last section for demographic and personal

information of respondents. The data of survey collected from 5th

April, 2011 to 11th

April, 2011.

6.5 Data Analysis methods

Different statistical techniques use to analyze the collected data. To test the hypotheses,

statistical techniques like ANOVA will be used in the study.


84 DBMSPCE,VISNAGAR

Chapter: 7

Analysis of Data

7.1 Respondents‟ profile

7.1.1 Age:

Frequency Percent

Below 25 106 79.1

25-35 24 17.9

36-45 4 3

Total 134 100

Table: 7.1.1 Age

Graph: 7.1.1 Age

0

20

40

60

80

100

120

Below 25 25-35 36-45Frequency 106 24 4

Age


85 DBMSPCE,VISNAGAR

Interpretation:

From the above chart we can say that out of total 134 respondent 106 respondent

are of below 25 year age group. i.e. below 25 year age group represent the highest

79.1 % respondent.

The 24 respondent (17.9 %) are from age group of 25-35 year. Remaining 4

respondents (3 %) are from age group of 36-45 year.

7.1.2 Educational Qualification:

Frequency Percent

PG 87 64.9

Graduate 41 30.6

Diploma 3 2.2

Schooling 3 2.2

Total 134 100

Table: 7.1.2 Educational Qualification

Graph: 7.1.2 Educational Qualification

0

20

40

60

80

100

PG Graduate

Diploma Schooling

Frequency 87 41 3 3

Educational Qualification


86 DBMSPCE,VISNAGAR

Interpretation:

87 respondents are post graduate, which represent the highest 64.9 % respondent.

41 respondents are graduate.

3 respondents are diploma.

3 respondents are schooling.

Respondents from diploma and schooling represent the lowest 2.2 % respondent.

7.1.3 Occupation:

Frequency Percent

Housewife 19 14.2

Professional 27 20.1

Student 86 64.2

Business 1 0.7

Government Employee 1 0.7

Total 134 100

Table: 7.1.3 occupation


87 DBMSPCE,VISNAGAR

Graph: 7.1.3 occupation

Interpretation:

From total respondents 19 respondents (14.2 %) are housewife.

27 respondents (20.1 %) are professional.

86 respondents (64.2 %) are student which represent the highest proportion of

respondents.

1 respondent are doing the business and 1 respondent are government employee.

7.1.4 Family monthly Income:

Frequency Percent

Up to Rs. 15000 11 8.2

Rs. 15001 - 30000 29 21.6

Rs. 30001- 50000

33 24.6

Above Rs. 50000 61 45.5

Total 134 100

Table: 7.1.4 Family monthly Income

0

20

40

60

80

100

Housewife

Professional

Student Business Government

Employee

Frequency 19 27 86 1 1

Occupation


88 DBMSPCE,VISNAGAR

Graph: 7.1.4 Family monthly Income

Interpretation:

11 respondents (8.2 %) are having the monthly income of up to Rs.15000.

29 respondents (21.6 %) are having income between Rs. 15001-30000.

33 respondents (24.6 %) are having income between Rs. 30001-50000.

61 respondents (45.5 %) are having income above Rs. 50000. This represents the

highest portion of respondents.

0

10

20

30

40

50

60

70

Up to Rs. 15000

Rs. 15001 -30000

Rs. 30001-50000

Above Rs. 50000

frequency 11 29 33 61


89 DBMSPCE,VISNAGAR

7.2 Type of apparel:

Frequency Percent

Traditional 18 13.4

Modern 19 14.2

Both 97 72.4

Total 134 100

Table: 7.2 Type of Apparel

Graph: 7.2 Type of Apparel

Interpretation:

18 respondents (13.4 %) are wearing or using the traditional apparel. This

represents lowest portion of respondents.

19 respondents (14.2 %) are wearing the modern apparel.

97 respondents (72.4 %) are wearing both type of apparel i.e. traditional and

modern.

0

10

20

30

40

50

60

70

80

90

100

Traditional Modern BothFrequency 18 19 97

Type of Apparel


90 DBMSPCE,VISNAGAR

7.3 Frequency of visiting store:

Frequency Percent

Once a week 15 11.2

More than once a week 20 14.9

Once a month 83 61.9

once a year 16 11.9

Total 134 100

Table: 7.3 Frequency of visiting store

Graph: 7.3 Frequency of visiting store

Interpretation:

15 respondents (11.2 %) are visiting store once a week.

20 respondents (14.9 %) are visiting store more than once a week.

83 respondents (61. 9 %) are visiting store once a month.

16 respondents (11.9 %) are visiting store once a year.

0102030405060708090

Once a week

More than once a week

Once a month

once a year

Frequency 15 20 83 16

Frequency of Visiting store


91 DBMSPCE,VISNAGAR

From this we can say that majority of respondents i.e. around 62 % respondents

are visiting a store once a month.

7.4 With whom do you like to go for shopping?

Frequency Percent

Alone 11 8.2

With family 69 51.5

With friends 54 40.3

Total 134 100

Table: 7.4 With whom do you like to go for Shopping

Graph: 7.4 With whom do you like to go for Shopping

0

10

20

30

40

50

60

70

Alone With family With friendsFrequency 11 69 54


92 DBMSPCE,VISNAGAR

Interpretation:

From the chart we can say that 11 respondents are like to go for shopping alone.

69 respondents are like to go for shopping with family. i.e. 51.5 % respondents

are going for shopping with family.

54 respondents are like to go for shopping with friends.

7.5 On every visit how much time do you spend in a store?

Frequency Percent

1 hour 37 27.6

2 hours 69 51.5

3 hours 21 15.7

4 hours & more 7 5.2

Total 134 100

Table: 7.5 Time spend on every visit in a store

Graph: 7.1.8 Time spend on every visit in a store

0

10

20

30

40

50

60

70

1 hour 2 hours 3 hours 4 hours & more



93 DBMSPCE,VISNAGAR

Interpretation:

From the chart we can say that 37 respondents (27.6 %) are spending 1 hour or

less than 1 hour time on every visit of the store.

69 respondents (51.5 %) are pending 2 hours time on visit of the store.

21 respondents are spending 3 hours on visit of the store.

7 respondents are spending 4 hours or more than 4 hours on visit of the store. i.e.

only 5.2 % respondent are spending 4 hours or more than 4 hours on every visit of

the store.

7.6 How frequently do you go for buying apparel in a year?

Frequency Percent

less than 3 times 22 16.4

3 to 5 times 62 46.3

more than 5 times 50 37.3

Total 134 100

Table: 7.6 Frequency of going for buying apparel in a year


94 DBMSPCE,VISNAGAR

Graph: 7.6 Frequency of going for buying apparel in a year

Interpretation:

From the chart we can say that 22 respondents (16.4 %) are going for buying the

apparel less than 3 times a year.

The 62 respondents (46.3 %) are going for buying the apparel 3 to 5 times a year.

And the remaining 50 respondents (37.3 %) are going for buying the apparel more

than 5 times a year.

7.7 What is your expenditure on apparel per year?

Frequency Percent

less than Rs.2500 10 7.5

Rs. 2500 - 5000 49 36.6

Rs. 5001- 7500 40 29.9

More than Rs. 7500 35 26.1

Total 134 100

Table: 7.7 Expenditure on apparel per year

0

10

20

30

40

50

60

70

less than 3 times

3 to 5 times more than 5 times

Frequency 22 62 50


95 DBMSPCE,VISNAGAR

Graph: 7.7 Expenditure on apparel per year

Interpretation:

The above chart explains the level of approximate expenditure on apparel per

year.

10 respondents (7.5 %) are spending less than Rs. 2500 on apparel per year.

49 respondents (36.6 %) are spending Rs. 2500 to Rs. 5000 on apparel per year.

40 respondents (29.9 %) are spending Rs.5001 to Rs. 7500 on apparel per year.

And the 35 respondents are spending more than Rs. 7500 on apparel per year.

7.8 Do you purchase branded apparel?

Frequency Percent

Yes 115 85.8

No 19 14.2

Total 134 100

0

10

20

30

40

50

less than Rs.2500

Rs. 2500 -5000

Rs. 5001-7500

More than Rs. 7500


Expenditure on Apparel per year


96 DBMSPCE,VISNAGAR

Table: 7.8 purchase of branded apparel

Graph: 7.8 purchase of branded apparel

Interpretation:

The chart showing the frequency of respondent who buying the branded apparel.

The 115 respondents (85.8 %) are buying the branded apparel.

The 19 respondents are not buying the branded apparel. i.e. only 14.2 %

respondents are not buying the branded apparel while all other are buying the

branded apparel.

0

20

40

60

80

100

120

Yes NoFrequency 115 19


97 DBMSPCE,VISNAGAR

7.9 Age wise purchase of branded apparel

Age

Total Below 25 25-35 36-45

Do you purchase

branded apparel?

Yes 90 21 4 115

No 16 3 0 19

Total 106 24 4 134

Table: 7.9 Age * Purchase of branded apparel

Graph: 7.9 Age * Purchase of branded apparel

Interpretation:

In age group of below 25 year, out of 106 respondents 90 respondents are buying

the branded apparels and only 16 respondents are not buying the branded apparel.

In age group of 25–35 year, out of 24 respondents 21 are buying the branded

apparels and 3 respondents are not buying the branded apparels.

In age group of 36-45 year, all 4 respondents are buying the branded apparels.

0

20

40

60

80

100

Below 25 25-35 36-45Yes 90 21 4

No 16 3 0


98 DBMSPCE,VISNAGAR

7.10 Education wise purchase of branded Apparel


Total PG Graduate Diploma Schooling

Do you purchase

branded apparel?

Yes 78 34 1 2 115

No 9 7 2 1 19

Total 87 41 3 3 134

Table: 7.10 Education * purchase of Branded Apparel

Graph: 7.10 Education * purchase of Branded Apparel

Interpretation:

Out of 87 PG respondents 78 are buying the branded apparels.

Out of 41 graduate respondents 34 are buying the branded garments

The ratio of buying branded apparels in respondent from diploma and school are

lower compare to respondents from PG and graduate.

0

10

20

30

40

50

60

70

80

PG Graduate Diploma SchoolingYes 78 34 1 2

No 9 7 2 1


99 DBMSPCE,VISNAGAR

7.11 Occupation wise purchase of branded apparel

Occupation

Total Housewife Professional Student Business

Government

Employee

Do you

purchase

branded

apparel?

Yes 16 24 73 1 1 115

No

3 3 13 0 0 19

Total 19 27 86 1 1 134

Table: 7.11 Occupation * purchase of branded apparel

Graph: 7.11 Occupation * purchase of branded apparel

0

10

20

30

40

50

60

70

80

Housewife Professional


EmployeeYes 16 24 73 1 1

No 3 3 13 0 0


100 DBMSPCE,VISNAGAR

Interpretation:

Out of 19 respond from housewife segment the 16 respondents are buying the

branded apparels.

Mostly all professional are buying the branded apparel i.e. out of 27 professional

respondent 24 are buying the branded apparels.

Out of 86 respondents from student group 73 are buying the branded apparels.

Respondents from business and government employee group are also buying the

branded apparels.

7.12 Family monthly income wise purchase of branded apparel

Family monthly income

Total

Up to Rs.

15000

Rs. 15001-

30000

Rs. 30001-

50000

Above Rs.

50000

Do you

purchase

branded

apparel?

Yes 6 26 27 56 115

No

5 3 6 5 19

Total 11 29 33 61 134

Table: 7.12 Family monthly Income * Purchase of branded Apparel



Graph: 7.12 Occupation * purchase of branded apparel

Interpretation:

In Income group of up to Rs. 15000, the 6 respondents are buying the branded

apparels and 5 respondents are not buying the branded apparels.

Income group of up to Rs. 15001 to 30000, the 26 respondents are buying the

branded apparels and3 respondents are not buying the branded apparels.

Mostly all respondents are buying the branded apparels who have income more

than Rs. 30000 per month.

0

10

20

30

40

50

60

Up to Rs. 15000

Rs. 15001-30000

Rs. 30001-50000

Above Rs. 50000

Yes 6 26 27 56

No 5 3 6 5



7.13 Where do you buy your apparel from?

Frequency Percent

Branded apparel outlets 116 86.6

any other outlets 18 13.4

Total 134 100

Table: 7.13 where do you buy your Apparel from

Graph: 7.13 where do you buy your Apparel from

Interpretation:

116 respondents (86.6 %) respondents are buying the apparel from branded

apparel outlets. And remaining 18 respondents (13.4 %) are buying from any

other outlets.

0

20

40

60

80

100

120

Branded apparel outlets

Any other outlets

Frequency 116 18



7.14 Where do you buy your apparel from? * Age Cross tabulation

Age

Total Below 25 25-35 36-45

Where do

you buy

your apparel

from?

Branded apparel outlets 91 21 4 116

any other outlets

15 3 0 18

Total 106 24 4 134

Table: 7.14 Where do you buy your apparel from? * Age

Graph: 7.14 where do you buy your apparel from? * Age

Interpretation:

In age group of below 25 year, out of 106 respondents 91 respondents are buying

the apparel from branded apparel outlets and only 15 respondents are buying from

any other outlets.

0

10

20

30

40

50

60

70

80

90

100

Below 25 25-35 36-45Yes 91 21 4

No 15 3 0



In age group of 25–35 year, out of 24 respondents 21 respondents are buying the

apparel from branded apparel outlets and only 3 respondents are buying from any

other outlets.

In age group of 36-45 year, all 4 respondents are buying the apparel from the

branded apparels outlets.

7.15 Where do you buy your apparel from? * Educational Qualification Cross

tabulation


Total PG Graduate Diploma Schooling

Where do you

buy your

apparel from?

Branded apparel

outlets 78 34 2 2 116

any other outlets 9 7 1 1 18

Total 87 41 3 3 134

Table: 7.15 where do you buy your apparel from? * Educational Qualification

Graph: 7.15 where do you buy your apparel from? * Educational Qualification

0

10

20

30

40

50

60

70

80

PG Graduate Diploma SchoolingYes 78 34 2 2

No 9 7 1 1



Interpretation:

78 PG respondents are buying apparel from the branded apparel outlets.

34 Graduate respondents are buying from the branded apparel outlets.

The ratio of buying the apparel from branded apparel outlet is lower in

respondents from the schooling and Diploma groups.

7.16 Where do you buy your apparel from? * Occupation Cross tabulation

Occupation

Total Housewife Professional Student Business

Government

Employee

Where

do you

buy

your

apparel

from?

Branded

apparel

outlets 16 24 74 1 1 116

any

other

outlets 3 3 12 0 0 18

Total 19 27 86 1 1 134

Table: 7.16 Where do you buy your apparel from? * Occupation



Graph: 7.16 Where do you buy your apparel from? * Occupation

Interpretation:

Out of 19 respond from housewife segment the 16 respondents are buying the

apparels from branded apparel outlets.

Mostly all professional are buying the apparel from branded outlets. i.e. out of 27

professional respondent 24 are buying the apparel from branded outlets.

Out of 86 respondents from student group 74 are buying the branded apparel from

branded apparel outlets.

Respondents from business and government employee group are also buying the

branded apparels from branded apparel outlets.

0

10

20

30

40

50

60

70

80

Housewife Professional


EmployeeYes 16 24 74 1 1

No 3 3 12 0 0



7.17 Where do you buy your apparel from? * Family monthly income Cross

tabulation

Family monthly income

Total

Up to

Rs.

15000

Rs.

15001-

30000

Rs.

30001-

50000

Above Rs.

50000

Where

do you

buy your

apparel

from?

Branded

apparel

outlets 6 26 27 56 116

any other

outlets 5 3 6 5 18

Total 11 29 33 61 134

Table: 7.17 Where do you buy your apparel from? * Family monthly income



Graph: 7.17 Where do you buy your apparel from? * Family monthly income

Interpretation:

In Income group of up to Rs. 15000, the 6 respondents are buying the apparels

from branded apparel outlets and 5 respondents are buying from any other outlets.

Income group of up to Rs. 15001 to 30000, the 26 respondents are buying the

apparels from branded apparel outlets and3 respondents are buying from any

other outlets.

Mostly all respondents are buying apparel from branded apparel outlets who have

income more than Rs. 30000 per month.

0

10

20

30

40

50

60

Up to Rs. 15000

Rs. 15001-30000

Rs. 30001-50000

Above Rs. 50000

Branded apparel outlets 6 26 27 56

any other outlets 5 3 6 5



7.18 Reasons for buying branded apparels:

Frequency

Price of apparel 33

Easy Availability 25

Quality of apparel 103

Status symbol 33

Comfortable 65

Brand Image 47

Durability 58

Value for money 51

Table: 7.18 Reason for buying branded apparels

Graph: 7.18 Reason for buying branded apparels

33 25

103

33

6547

58 51

FrequencyFrequency



Interpretation:

The above chart shows the reason behind the purchasing of branded apparel.

103 respondents are highly quality consciousness. i.e. 103 respondents are buying

the branded apparel for high quality purpose.

65 respondents are buying the branded garment for comfortability with branded

apparels.

58 respondents are more concern with durability of apparels.

51 respondents are saying that they are placing the high value for money in

branded apparels.

7.19 Branded apparel outlets

Frequency

Levi‘s 51

Pantaloons 79

Westside 44

Oyo 19

Spykar 26

Hara 49

Globus 17

DJ & C 31

Pepe Jeans 41

Zola 10

Lee 49

Table: 7.19 Branded apparel store



Graph: 7.19 Branded apparel store

Interpretation:

51 respondents have visited Levi‘s store, 79 respondents have visited pantaloons,

44 respondents have visited Westside, 19 respondents have visited Oyo, 26

respondents have visited spykar, 49 respondents have visited Globus, 31

respondents have visited DJ & C, 41 respondents have visited Pepe jeans, 10

respondents have visited Zola, and 49 respondents have visited Lee.

The highest frequency of respondents who have visited the store is Pantaloons and

the lowest frequency of respondents who have visited the store is Zola.

51

79

44

1926

49

17

3141

10

49

Frequency



7.20 Perception of functional attributes of preference of a retail apparel store

Descriptive statistics

Attributes N Minimum Maximum Mean Standard

deviation

Price range 116 1 5 3.0948 1.22991

Location 116 1 5 3.3190 1.13131

Design availability 116 1 5 3.9224 1.07259

Credit facility 116 1 5 2.7414 1.26574

Range of Apparel 116 1 5 3.5086 1.10725

Type of apparel 116 1 5 3.6810 1.10807

Store name 116 1 5 2.8190 1.15419

Store size 116 1 5 2.3793 1.21337

Availability of latest trends in

Apparels

116 1 5 3.9310 1.13232

Offers and Discounts 116 1 5 3.4914 1.23356

Service of the staff 116 1 5 3.7328 0.9458

After Sales Service 116 1 5 3.3534 1.02367

Loyalty programme 116 1 5 2.7672 1.17479

Parking Space

Availability(Amenities)

116 1 5 2.8879 1.11723

Previous interaction with the

outlet

116 1 5 3.4310 1.16637

Knowledge of the staff 116 1 5 3.3793 1.10851

Table: 7.20 Perception of functional attributes of preference of a retail apparel store over

other store



Interpretation:

From the above table we can say that Availability of latest trend in Apparel

and Design availability are the most important functional attributes for

preference of retail Apparel store because the mean 3.9310 & 3.9224 is higher

compare to mean of other functional attributes.

Other attribute like Range of Apparel, Type of Apparel , Location, and Offers

are also playing the important role for preference of retail store because the

mean of these attributes are also around 3.50.

7.21 Perception of Psychological attributes of preference of a retail apparel store

Descriptive statistics

Attributes N Minimum Maximum Mean Standard

deviation

Layout 116 1 5 3.0259 0.95518

Architecture of the

store

116 1 5 3.0862 0.99187

Symbols 116 1 5 2.8966 1.23274

Colours 116 1 5 3.3017 1.32678

Advertising 116 1 5 3.3362 1.13401

Store sales personnel 116 1 5 3.2069 0.98261

Display 116 1 5 3.7241 1.04329

Points of sale material 116 1 5 3.4483 1.05985

Courteous staff 116 1 5 3.5431 1.08261

References 116 1 5 3.5517 1.16727

Table: 7.21 Perception of Psychological attributes of preference of a retail apparel

store over other store



Interpretation:

From the above table we can say that the most important Psychological

attribute for preference of retail apparel store is display which having the

highest mean 3.7241.Means people are more likely to consider the display of

product while selecting the retail apparel store.

Other attribute like layout, Architecture of the store, colours, Advertising,

Store sales personnel, Point of sale material , Courteous of the staff, and

reference are also playing the important role for preference of the retail

apparel store, because all these attribute are having the mean higher than 3.00.



CHAPTER 8

Hypothesis Testing

8.1 ANOVA for Age Perception

8.1.1 Functional Attributes

Sum of

Squares df

Mean

Square F Sig.

Price range

(Functional

attributes)

Between

Groups 0.708 2 0.354 0.231 0.794

Within

Groups 173.249 113 1.533

Total 173.957 115

Location Between

Groups 0.257 2 0.128 0.099 0.906

Within

Groups 146.941 113 1.3

Total 147.198 115

Design

availability

Between

Groups 0.906 2 0.453 0.39 0.678

Within

Groups 131.396 113 1.163

Total 132.302 115

Credit

facilities

Between

Groups 6.893 2 3.447 2.196 0.116

Within

Groups 177.348 113 1.569

Total 184.241 115

Range of

apparel

Between

Groups 6.501 2 3.25 2.731 0.069



Within

Groups 134.491 113 1.19

Total 140.991 115

Type of

apparel

Between

Groups 0.422 2 0.211 0.169 0.845

Within

Groups 140.777 113 1.246

Total 141.198 115

Store name Between

Groups 0.543 2 0.271 0.201 0.818

Within

Groups 152.656 113 1.351

Total 153.198 115

Store size Between

Groups 3.211 2 1.606 1.092 0.339

Within

Groups 166.099 113 1.47

Total 169.31 115

Availability

of latest

trend in

apparel

Between

Groups 0.152 2 0.076 0.058 0.944

Within

Groups 147.297 113 1.304

Total 147.448 115

Offers and

discounts

Between

Groups 6.285 2 3.143 2.105 0.127

Within

Groups 168.706 113 1.493

Total 174.991 115

Service of

the staff

Between

Groups 2.574 2 1.287 1.452 0.238



Within

Groups 100.142 113 0.886

Total 102.716 115

After sales

service

Between

Groups 0.941 2 0.47 0.445 0.642

Within

Groups 119.568 113 1.058

Total 120.509 115

loyalty

programme

Between

Groups 0.302 2 0.151 0.108 0.898

Within

Groups 158.414 113 1.402

Total 158.716 115

Parking

space

(Amenities)

Between

Groups 4.554 2 2.277 1.851 0.162

Within

Groups 138.989 113 1.23

Total 143.543 115

Previous

interaction

with outlet

Between

Groups 4.592 2 2.296 1.709 0.186

Within

Groups 151.856 113 1.344

Total 156.448 115

Knowledge

of the staff

Between

Groups 6.083 2 3.042 2.542 0.083

Within

Groups 135.227 113 1.197

Total 141.31 115

Table: 8.1.1 ANOVA for Functional Attributes of Age perception



Interpretation:

Calculated Value of F statistics is 0.231 and probability value for testing our

hypothesis is 0.794 because this value is higher than 0.05. Our null hypothesis is

accepted. Means there is no Age wise perceptual difference regarding price range




accepted. Means there is no Age wise perceptual difference regarding location as




accepted. Means there is no Age wise perceptual difference regarding design

availability as preference of a retail apparel store over other.



accepted. Means there is no Age wise perceptual difference regarding credit

facility as preference of a retail apparel store over other.



accepted. Means there is no Age wise perceptual difference regarding range of

apparel as preference of a retail apparel store over other.



accepted. Means there is no Age wise perceptual difference regarding type of




accepted. Means there is no Age wise perceptual difference regarding store name






accepted. Means there is no Age wise perceptual difference regarding store size as




accepted. Means there is no Age wise perceptual difference regarding availability

of latest trend in apparel as preference of a retail apparel store over other.



accepted. Means there is no Age wise perceptual difference regarding offers and

discounts as preference of a retail apparel store over other.



accepted. Means there is no Age wise perceptual difference regarding service of

the staff as preference of a retail apparel store over other.



accepted. Means there is no Age wise perceptual difference regarding after sales

service as preference of a retail apparel store over other.



accepted. Means there is no Age wise perceptual difference regarding loyalty

programme as preference of a retail apparel store over other.



accepted. Means there is no Age wise perceptual difference regarding parking

space availability (amenities)as preference of a retail apparel store over other.





accepted. Means there is no Age wise perceptual difference regarding previous

interaction with the outlet as preference of a retail apparel store over other.



accepted. Means there is no Age wise perceptual difference regarding knowledge

of the staff as preference of a retail apparel store over other.

8.1.2 Psychological attributes

Sum of

Squares df

Mean

Square F Sig.

Layout(Psychological

attributes)

Between

Groups 2.568 2 1.284 1.418 0.247

Within

Groups 102.354 113 0.906

Total 104.922 115

Architecture of the

store

Between

Groups 4.896 2 2.448 2.556 0.082

Within

Groups 108.242 113 0.958

Total 113.138 115

Symbols Between

Groups 21.232 2 10.616 7.814 0.001

Within

Groups 153.527 113 1.359

Total 174.759 115

Colours Between

Groups 5.748 2 2.874 1.651 0.196

Within

Groups 196.691 113 1.741

Total 202.44 115



Advertising Between

Groups 21.232 2 10.616 9.472 0

Within

Groups 126.656 113 1.121

Total 147.888 115

Store sales personnel Between

Groups 0.431 2 0.216 0.22 0.803

Within

Groups 110.603 113 0.979

Total 111.034 115

Display Between

Groups 7.228 2 3.614 3.463 0.035

Within

Groups 117.944 113 1.044

Total 125.172 115

Point of sales material Between

Groups 3.8 2 1.9 1.719 0.184

Within

Groups 124.89 113 1.105

Total 128.69 115

Courteous staff Between

Groups 10.269 2 5.134 4.66 0.011

Within

Groups 124.516 113 1.102

Total 134.784 115

Reference Between

Groups 5.924 2 2.962 2.22 0.113

Within

Groups 150.766 113 1.334

Total 156.69 115

Table: 8.1.2 ANOVA for Psychological Attributes of Age perception



Interpretation:



accepted. Means there is no Age wise perceptual difference regarding layout as




accepted. Means there is no Age wise perceptual difference regarding architecture

of the store as preference of a retail apparel store over other.


hypothesis is 0.001 because this value is less than 0.05. Our null hypothesis is

rejected. Means there is Age wise perceptual difference regarding symbols as




accepted. Means there is no Age wise perceptual difference regarding colours as




rejected. Means there is Age wise perceptual difference regarding advertising as




accepted. Means there is no Age wise perceptual difference regarding store sales

personnel as preference of a retail apparel store over other.



rejected. Means there is Age wise perceptual difference regarding display as






accepted. Means there is no Age wise perceptual difference regarding points of

sale material as preference of a retail apparel store over other.



rejected. Means there is Age wise perceptual difference regarding courteous staff


Calculated Value of F statistics is 0.2.220 and probability value for testing our


accepted. Means there is no Age wise perceptual difference regarding references


8.2 ANOVA Educational Qualification

8.2.1 Functional Attributes

Sum of

Squares df

Mean

Square F Sig.

Price range

(Functional

attributes)

Between

Groups 17.78 3 5.927 4.25 0.007

Within

Groups 156.177 112 1.394

Total 173.957 115

Location Between

Groups 0.944 3 0.315 0.241 0.868

Within

Groups 146.254 112 1.306

Total 147.198 115

Design

availability

Between

Groups 5.743 3 1.914 1.694 0.172

Within

Groups 126.559 112 1.13



Total 132.302 115

Credit

facilities

Between

Groups 4.336 3 1.445 0.9 0.444

Within

Groups 179.905 112 1.606

Total 184.241 115

Range of

apparel

Between

Groups 14.547 3 4.849 4.295 0.007

Within

Groups 126.444 112 1.129

Total 140.991 115

Type of

apparel

Between

Groups 3.911 3 1.304 1.064 0.368

Within

Groups 137.287 112 1.226

Total 141.198 115

Store name Between

Groups 6.306 3 2.102 1.603 0.193

Within

Groups 146.892 112 1.312

Total 153.198 115

Store size Between

Groups 8.075 3 2.692 1.87 0.139

Within

Groups 161.235 112 1.44

Total 169.31 115

Availability

of latest

trend in

apparel

Between

Groups 8.432 3 2.811 2.264 0.085

Within

Groups 139.017 112 1.241



Total 147.448 115

Offers and

discounts

Between

Groups 2.609 3 0.87 0.565 0.639

Within

Groups 172.382 112 1.539

Total 174.991 115

Service of

the staff

Between

Groups 1.835 3 0.612 0.679 0.567

Within

Groups 100.88 112 0.901

Total 102.716 115

After sales

service

Between

Groups 2.711 3 0.904 0.859 0.465

Within

Groups 117.797 112 1.052

Total 120.509 115

loyalty

programme

Between

Groups 3.754 3 1.251 0.904 0.441

Within

Groups 154.962 112 1.384

Total 158.716 115

Parking

space

(Amenities)

Between

Groups 4.334 3 1.445 1.162 0.327

Within

Groups 139.209 112 1.243

Total 143.543 115

Previous

intraction

with outlet

Between

Groups 13.068 3 4.356 3.403 0.02

Within

Groups 143.38 112 1.28



Total 156.448 115

Knowlege of

the staff

Between

Groups 4.166 3 1.389 1.134 0.339

Within

Groups 137.145 112 1.225

Total 141.31 115

Table: 8.2.1 ANOVA for Functional Attributes of Education perception

Interpretation:



rejected. Means there is education wise perceptual difference regarding price

range as preference of a retail apparel store over other.



accepted. Means there is no education wise perceptual difference regarding

location as preference of a retail apparel store over other.



accepted. Means there is no education wise perceptual difference regarding design




accepted. Means there is no education wise perceptual difference regarding credit




rejected. Means there is education wise perceptual difference regarding range of






accepted. Means there is no education wise perceptual difference regarding type

of apparel as preference of a retail apparel store over other.



accepted. Means there is no education wise perceptual difference regarding store

name as preference of a retail apparel store over other.



accepted. Means there is no Education wise perceptual difference regarding store

size as preference of a retail apparel store over other.



accepted. Means there is no Education wise perceptual difference regarding

availability of latest trend in apparel as preference of a retail apparel store over

other.



accepted. Means there is no education wise perceptual difference regarding offers

and discounts as preference of a retail apparel store over other.




service of the staff as preference of a retail apparel store over other.



accepted. Means there is no education wise perceptual difference regarding after

sales service as preference of a retail apparel store over other.






loyalty programme as preference of a retail apparel store over other.




parking space availability (amenities)as preference of a retail apparel store over

other.



rejected. Means there is education wise perceptual difference regarding previous





knowledge of the staff as preference of a retail apparel store over other.


Sum of

Squares df

Mean

Square F Sig.


attributes)

Between

Groups 3.94 3 1.313 1.457 0.23

Within

Groups 100.983 112 0.902

Total 104.922 115

Architecture of the

store

Between

Groups 0.206 3 0.069 0.068 0.977

Within

Groups 112.932 112 1.008

Total 113.138 115



Symbols Between

Groups 17.661 3 5.887 4.197 0.007

Within

Groups 157.098 112 1.403

Total 174.759 115

Colours Between

Groups 29.104 3 9.701 6.268 0.001

Within

Groups 173.336 112 1.548

Total 202.44 115

Advertising Between

Groups 17.15 3 5.717 4.897 0.003

Within

Groups 130.738 112 1.167

Total 147.888 115


Groups 2.004 3 0.668 0.686 0.562

Within

Groups 109.03 112 0.973

Total 111.034 115

Display Between

Groups 2.783 3 0.928 0.849 0.47

Within

Groups 122.389 112 1.093

Total 125.172 115


Groups 4.993 3 1.664 1.507 0.217

Within

Groups 123.697 112 1.104

Total 128.69 115




Groups 4.981 3 1.66 1.433 0.237

Within

Groups 129.803 112 1.159

Total 134.784 115

Referance Between

Groups 19.954 3 6.651 5.448 0.002

Within

Groups 136.736 112 1.221

Total 156.69 115

Table: 8.1.1 ANOVA for Psychological Attributes of Education perception

Interpretation:




layout as preference of a retail apparel store over other.




architecture of the store as preference of a retail apparel store over other.



rejected. Means there is Education wise perceptual difference regarding symbols




rejected. Means there is Education wise perceptual difference regarding colours as






rejected. Means there is Education wise perceptual difference regarding

advertising as preference of a retail apparel store over other.



accepted. Means there is no Education wise perceptual difference regarding store

sales personnel as preference of a retail apparel store over other.




display as preference of a retail apparel store over other.



accepted. Means there is no Education wise perceptual difference regarding points

of sale material as preference of a retail apparel store over other.



rejected. Means there is Education wise perceptual difference regarding courteous

staff as preference of a retail apparel store over other.



rejected. Means there is Education wise perceptual difference regarding

references as preference of a retail apparel store over other



8.3 ANOVA for Occupation

8.3.1 Functional attributes

Sum of

Squares df

Mean

Square F Sig.

Price range

(Functional

attributes)

Between

Groups 4.723 4 1.181 0.774 0.544

Within

Groups 169.234 111 1.525

Total 173.957 115

Location Between

Groups 2.711 4 0.678 0.521 0.721

Within

Groups 144.487 111 1.302

Total 147.198 115

Design

availability

Between

Groups 6.59 4 1.648 1.455 0.221

Within

Groups 125.712 111 1.133

Total 132.302 115

Credit

facilities

Between

Groups 8.009 4 2.002 1.261 0.29

Within

Groups 176.232 111 1.588

Total 184.241 115

Range of

apparel

Between

Groups 10.729 4 2.682 2.286 0.065

Within

Groups 130.262 111 1.174

Total 140.991 115



Type of

apparel

Between

Groups 1.764 4 0.441 0.351 0.843

Within

Groups 139.435 111 1.256

Total 141.198 115

Store name Between

Groups 0.875 4 0.219 0.159 0.958

Within

Groups 152.323 111 1.372

Total 153.198 115

Store size Between

Groups 11.202 4 2.8 1.966 0.105

Within

Groups 158.109 111 1.424

Total 169.31 115

Availability

of latest

trend in

apparel

Between

Groups 8.11 4 2.028 1.615 0.175

Within

Groups 139.338 111 1.255

Total 147.448 115

Offers and

discounts

Between

Groups 1.645 4 0.411 0.263 0.901

Within

Groups 173.346 111 1.562

Total 174.991 115

Service of

the staff

Between

Groups 8.122 4 2.031 2.383 0.056

Within

Groups 94.593 111 0.852

Total 102.716 115



After sales

service

Between

Groups 12.547 4 3.137 3.225 0.015

Within

Groups 107.962 111 0.973

Total 120.509 115

loyalty

programme

Between

Groups 8.999 4 2.25 1.668 0.162

Within

Groups 149.716 111 1.349

Total 158.716 115

Parking

space

(Amenities)

Between

Groups 8.598 4 2.15 1.768 0.14

Within

Groups 134.945 111 1.216

Total 143.543 115

Previous

intraction

with outlet

Between

Groups 11.118 4 2.78 2.123 0.083

Within

Groups 145.33 111 1.309

Total 156.448 115

Knowlege of

the staff

Between

Groups 7.189 4 1.797 1.487 0.211

Within

Groups 134.122 111 1.208

Total 141.31 115

Table: 8.3.1 ANOVA for Functional Attributes of occupation perception



Interpretation:



accepted. Means there is no Occupation wise perceptual difference regarding

price range as preference of a retail apparel store over other.




location as preference of a retail apparel store over other.




design availability as preference of a retail apparel store over other.




credit facility as preference of a retail apparel store over other.




range of apparel as preference of a retail apparel store over other.



accepted. Means there is no Occupation wise perceptual difference regarding type

of apparel as preference of a retail apparel store over other.




store name as preference of a retail apparel store over other.






store size as preference of a retail apparel store over other.





other.




offers and discounts as preference of a retail apparel store over other.




service of the staff as preference of a retail apparel store over other.



rejected. Means there is Occupation wise perceptual difference regarding after

sales service as preference of a retail apparel store over other.




loyalty programme as preference of a retail apparel store over other.




parking space availability (amenities) as preference of a retail apparel store over

other.






previous interaction with the outlet as preference of a retail apparel store over

other.






Sum of

Squares df

Mean

Square F Sig.


attributes)

Between

Groups 5.246 4 1.312 1.461 0.219

Within

Groups 99.676 111 0.898

Total 104.922 115

Architecture of the

store

Between

Groups 10.889 4 2.722 2.955 0.023

Within

Groups 102.249 111 0.921

Total 113.138 115

Symbols Between

Groups 35.574 4 8.894 7.093 0

Within

Groups 139.184 111 1.254

Total 174.759 115

Colours Between

Groups 26.02 4 6.505 4.093 0.004

Within

Groups 176.419 111 1.589

Total 202.44 115



Advertising Between

Groups 32.774 4 8.194 7.901 0

Within

Groups 115.114 111 1.037

Total 147.888 115


Groups 2.804 4 0.701 0.719 0.581

Within

Groups 108.23 111 0.975

Total 111.034 115

Display Between

Groups 6.993 4 1.748 1.642 0.169

Within

Groups 118.18 111 1.065

Total 125.172 115


Groups 4.569 4 1.142 1.022 0.399

Within

Groups 124.12 111 1.118

Total 128.69 115


Groups 10.397 4 2.599 2.32 0.061

Within

Groups 124.387 111 1.121

Total 134.784 115

Referance Between

Groups 9.686 4 2.422 1.828 0.128

Within

Groups 147.003 111 1.324

Total 156.69 115

Table: 8.3.2 ANOVA for Psychological Attributes of occupation perception



Interpretation:




layout as preference of a retail apparel store over other.



rejected. Means there is Occupation wise perceptual difference regarding

architecture of the store as preference of a retail apparel store over other.



rejected. Means there is Occupation wise perceptual difference regarding symbols




rejected. Means there is Occupation wise perceptual difference regarding colours




rejected. Means there is Occupation wise perceptual difference regarding





store sales personnel as preference of a retail apparel store over other.




display as preference of a retail apparel store over other.






points of sale material as preference of a retail apparel store over other.




courteous staff as preference of a retail apparel store over other.




references as preference of a retail apparel store over other.

8.4 ANOVA for Family monthly Income

8.4.1 Functional attributes

Sum of

Squares df

Mean

Square F Sig.

Price range

(Functional

attributes)

Between

Groups 5.938 4 1.485 0.981 0.421

Within

Groups 168.019 111 1.514

Total 173.957 115

Location Between

Groups 3.88 4 0.97 0.751 0.559

Within

Groups 143.319 111 1.291

Total 147.198 115

Design

availability

Between

Groups 3.452 4 0.863 0.743 0.564



Within

Groups 128.85 111 1.161

Total 132.302 115

Credit

facilities

Between

Groups 19.573 4 4.893 3.299 0.014

Within

Groups 164.668 111 1.483

Total 184.241 115

Range of

apparel

Between

Groups 0.689 4 0.172 0.136 0.969

Within

Groups 140.303 111 1.264

Total 140.991 115

Type of

apparel

Between

Groups 6.072 4 1.518 1.247 0.295

Within

Groups 135.127 111 1.217

Total 141.198 115

Store name Between

Groups 3.617 4 0.904 0.671 0.613

Within

Groups 149.581 111 1.348

Total 153.198 115

Store size Between

Groups 7.813 4 1.953 1.342 0.259

Within

Groups 161.498 111 1.455

Total 169.31 115

Availability

of latest

Between

Groups 3.068 4 0.767 0.59 0.671



trend in

apparel

Within

Groups 144.38 111 1.301

Total 147.448 115

Offers and

discounts

Between

Groups 7.876 4 1.969 1.308 0.272

Within

Groups 167.115 111 1.506

Total 174.991 115

Service of

the staff

Between

Groups 4.724 4 1.181 1.338 0.26

Within

Groups 97.991 111 0.883

Total 102.716 115

After sales

service

Between

Groups 11.25 4 2.812 2.857 0.027

Within

Groups 109.259 111 0.984

Total 120.509 115

loyalty

programme

Between

Groups 8.432 4 2.108 1.557 0.191

Within

Groups 150.283 111 1.354

Total 158.716 115

Parking

space

(Amenities)

Between

Groups 2.125 4 0.531 0.417 0.796

Within

Groups 141.418 111 1.274

Total 143.543 115

Previous

intraction

Between

Groups 5.944 4 1.486 1.096 0.362



with outlet Within

Groups 150.504 111 1.356

Total 156.448 115

Knowlege of

the staff

Between

Groups 7.201 4 1.8 1.49 0.21

Within

Groups 134.109 111 1.208

Total 141.31 115

Table: 8.4.1 ANOVA for Functional Attributes of family monthly income perception

Interpretation:



accepted. Means there is no Income wise perceptual difference regarding price

range as preference of a retail apparel store over other.



accepted. Means there is no Income wise perceptual difference regarding location




accepted. Means there is no Income wise perceptual difference regarding design




rejected. Means there is Income wise perceptual difference regarding credit






accepted. Means there is no Income wise perceptual difference regarding range of




accepted. Means there is no Income wise perceptual difference regarding type of




accepted. Means there is no Income wise perceptual difference regarding store

name as preference of a retail apparel store over other.




size as preference of a retail apparel store over other.



accepted. Means there is no Income wise perceptual difference regarding


other.



accepted. Means there is no Income wise perceptual difference regarding offers

and discounts as preference of a retail apparel store over other.



accepted. Means there is no Income wise perceptual difference regarding service

of the staff as preference of a retail apparel store over other.



rejected. Means there is Income wise perceptual difference regarding after sales

service as preference of a retail apparel store over other.





accepted. Means there is no Income wise perceptual difference regarding loyalty

programme as preference of a retail apparel store over other.



accepted. Means there is no Income wise perceptual difference regarding parking

space availability (amenities) as preference of a retail apparel store over other.



accepted. Means there is no Income wise perceptual difference regarding previous









Sum of

Squares df

Mean

Square F Sig.


attributes)

Between

Groups 1.941 4 0.485 0.523 0.719

Within

Groups 102.982 111 0.928

Total 104.922 115

Architecture of the

store

Between

Groups 3.583 4 0.896 0.908 0.462

Within

Groups 109.555 111 0.987

Total 113.138 115

Symbols Between

Groups 8.916 4 2.229 1.492 0.209

Within

Groups 165.842 111 1.494

Total 174.759 115

Colours Between

Groups 4.628 4 1.157 0.649 0.629

Within

Groups 197.811 111 1.782

Total 202.44 115

Advertising Between

Groups 6.222 4 1.555 1.219 0.307

Within

Groups 141.666 111 1.276

Total 147.888 115


Groups 0.363 4 0.091 0.091 0.985



Within

Groups 110.672 111 0.997

Total 111.034 115

Display Between

Groups 2.097 4 0.524 0.473 0.756

Within

Groups 123.075 111 1.109

Total 125.172 115


Groups 3.405 4 0.851 0.754 0.557

Within

Groups 125.285 111 1.129

Total 128.69 115


Groups 8.894 4 2.224 1.961 0.105

Within

Groups 125.89 111 1.134

Total 134.784 115

Referance Between

Groups 8.074 4 2.019 1.508 0.205

Within

Groups 148.615 111 1.339

Total 156.69 115

Table: 8.1.1 ANOVA for Psychological Attributes of family monthly income

perception



Interpretation:



accepted. Means there is no Income wise perceptual difference regarding layout




rejected. Means there is Income wise perceptual difference regarding architecture

of the store as preference of a retail apparel store over other.



accepted. Means there is no Income wise perceptual difference regarding symbols




accepted. Means there is no Income wise perceptual difference regarding colours









sales personnel as preference of a retail apparel store over other.



accepted. Means there is no Income wise perceptual difference regarding display






accepted. Means there is no Income wise perceptual difference regarding points of

sale material as preference of a retail apparel store over other.




courteous staff as preference of a retail apparel store over other.




references as preference of a retail apparel store over other.



Findings

Most of the respondents (72.4 %) are wearing both type of apparel i.e. traditional

and modern.

61. 9 % respondents are visiting store once a month.

Mostly all respondents are like to go for shopping with friends or with family

members.

52 % of the respondent spending around 2 hours time on every visit of the store.

Mostly all respondent are spending more than 2500 RS. On apparel per year. Only

10 respondents (7.5 %) were spending less than 2500 Rs.

The ratio of buying branded apparels in respondent from diploma and school are

lower compare to respondents from PG and graduate.

Mostly all professional are buying the apparel from branded outlets.

103 respondents (76.87 %) are more concern with quality of the apparel. So we

can say that quality is the major factor influencing the buying decision of apparel.

Availability of latest trend in Apparel and Design availability are the most

important functional attributes for preference of retail Apparel store because the

mean 3.9310 & 3.9224 is higher compare to mean of other functional attributes.

In psychological attribute the most important attribute for preference of retail

store is display of apparel.

According to our research there is no age wise perceptual difference regarding all

functional and Psychological attribute as preference of retail outlet.

There is education wise perceptual difference regarding price range as preference

of a retail apparel store.

Occupation wise perceptual difference regarding after sales service as preference

of retail apparel.

There is Income wise perceptual difference regarding credit facility as preference


Education wise perceptual difference regarding references as preference of a retail




Conclusion

Females are always very conscious about selecting apparels. Female purchase behavior is

varying according to their life style and culture. Functional and psychological both

attributes are affects on selection of apparel from organized apparel retail store. In

psychological attributes the most important attribute is preference of retail store is display

of apparel. One interesting object we find in our research is mostly all professional are

buying the apparel from branded outlets. An investigation in the female consumer

behavior for organized apparel store indeed help in enhancing the overall experience of

shopping and apparel products in the store. Female consumer evaluation of apparels is

effects on environmental psychology, retailing and consumer behavior. It can be an

interesting to analyze the attractive female consumer behavior on a particular organized

retail store on the perceived quality for the future research.



Bibliography

Books:-

1. Berman & Evans; Retailing Management; A strategic Approach, PHI

2. Philip Kotler, Keller, Koshy & Jha, Marketing Management, A south Indian

Perspective.

3. Naresh Malhotra, Marketing Research, third edition, Pearson Education

4. Swapna Prathan,Retail management,third edition,The MacGraw-Hill companies

Articles:-

Paul Richardson, Arun K. Jain and Alan Dick, Journal of product & brand

management VOL. 5 No. 1 1996 pp. 19-28 at MCB university press,1061-0421.

Pavleen Kaur and Raghbir Singh, Guru Nanak Dev University, young consumers

VOL 8 No. 2 2007, pp. 128-138, at Emerald Group Publishing Limited, ISSN

1747-3616.

Begona Alvarez and Rodolfo Vazquez Casielles, department of business

administration, University of Oviedo, Oviedo, Spain, Asia Pacific Journal of

Marketing and Logistics, Vol. 20 No. 1, 2008 pp. 23-43, at Emerald Group

Publishing Limited,1355-5855.

Susana Garrido Azevedo, Madalena Pereira, Joao Ferreira, Vilma Pedroso,

University of Beira Interior, MRPA (Munich Personal RePEc Archive),MPRA

Paper No. 11908 posted 03. December 2008 / 13:35.

Preeta H. Vyas, IIMA, W.P. No.2007-11-02, November 2007,Research and

publication, pp. 1-13.



ANNEXURE

QUESTIONNAIRE

Q1: Which type of apparel do you use?

Traditional

Modern

Both

Q2: With whom do you like to go for shopping?

Alone

With Family

With Friends

Q3: How frequently do you visit stores?

Once a week

More than once a week

Once a month

Once a year

Q4. On every visit how much time do you spend in a store?

1 hr.

2 hrs

3 hrs

4 hrs & above



Q5: How frequently do you go for buying apparel in a year?

Less than 3 times

3-5 times

More than 5 times

Q6: What is your expenditure on apparel per year?

Less than Rs 2500

Rs 2501- 5000

Rs 5001-7500

More than Rs 7500

Q7: Do you purchase branded apparels?

Yes

No

Q8: According to you, what are the reasons for buying branded garments?

Price

Easy availability

Quality

Status symbol

Comfortable

Brand image

Durability

Value for money



Q.9 where do you buy your apparels from?

Branded Apparel Outlet

Any other Outlet

If you buy from branded apparel outlet then go to Q.10 otherwise go to respondent

profile

Q.10 If you purchase from branded apparel outlet then from which Branded

Apparel Outlet do you visit?

Levi‘s Pantaloons

Westside Oyo

Spykar Hara

Globus DJ & C

Pepe Jeans Zola

Lee Other__________

Q.11 Please rate the following functional attributes of your preference of a retail

apparel store over other on a scale from 1 to 5. (1 being the least preferable and 5

being the highest preferable attributes which attracts you towards the store. )

Attributes 1 2 3 4 5

Price range

Location

Design availability

Credit facility



Range of Apparel

Type of apparel

Store name

Store size

Availability of latest trends in

Apparels

Offers and Discounts

Service of the staff

After Sales Service

Loyalty programme

Parking Space

Availability(Amenities)

Previous interaction with the

outlet

Knowledge of the staff

Q.12 Please rate the following Psychological attributes of your preference of a retail

apparel store over other on a scale from 1 to 5. (1 being the least preferable and 5

being the highest preferable attributes which attracts you towards the store.)

Attributes 1 2 3 4 5

Layout

Architecture of the store

Symbols

Colours

Advertising

Store sales personnel

Display

Points of sale material



Courteous staff

References

Respondents Detail:

Name:

________________________________________________________________________

Age:

Below 25 25-35

36-45 46-55

Above 55

Educational Qualification:

PG

Graduate

Diploma

Schooling

Illiterate

Occupation:

Housewife

Professional

Student

Business

Government employee



Family Monthly Income:

Up to 15,000

15,001- 30,000

30,001- 50,000

Above 50,000

study of female consumer behavior for organized retail apparel store

Documents

susana garrido

reward loyal

female consumer

selected environmental

clothing sales

life style

retail apparel

mohan nagar