A reserch

ON
Changing consumer perception regarding
buying of clothing and apparel in
Lucknow City

JAIPURIA INSTITUTE OF
MANAGEMENT LUCKNOW
Presented
To

Prof. NIDHI SAXENA

Faculty of RESERCH METHODOLOGY

By

Sanjit Mohapatra (129)

Saswata Bhowmik (131)
Shadan Rizvi (136)
Shivanjali Singh (144)
Shruti Manchanda (148)
Subrata Chakrbarti (162)

Section – C
PGDBA (2006 – 2008)
 TABLE OF CONTENTS

• Acknowledgement
• Executive Summary
• Introduction
• Methodology
• Research Design
• Data collection Method
• Sample Design
• Sample Unit
• Research questions
• Analysis
• Data Summary
• Hypothesis Testing
• Findings
• Conclusion
• Appendix
• Bibliography

INTRODUCTION
Topic
Changing consumer perception, taste and preference regarding
buying of clothing and apparel in Lucknow City.

PROBLEM STATEMENT
A few years back Lucknow was looked upon as a city culture and
tradition but in recent years specially post globalization and
liberalization the city has seen drastic changes which also reflects in
the tastes and preferences of Lucknowites regarding clothes and
apparels.
Thus the dilemma here is whether the consumer perception
clothing and apparel is changing in Lucknow or not.

REASEARCH OBJECTIVE
Purpose of this research is to discover the changes in consumer
perception, tastes and preferences regarding clothing and apparels in
the city of Lucknow.
Specifically, we intend to identify this shift in women, men
buying the Indian and western Clothes. That is whether they prefer
trendy, casual, traditional, sporty or formal clothes.
The investigation thus will reveal:
1) The factors influencing the customers in their buying decisions of
clothes and apparels.
2) How the social changes have lead to the change in consumer
preferences (shift from need of comfort to need of style).
3) Transition of preferences from Indian to western.
4) How the customers have shifted from local markets to the malls.
5) What expectations have lead to the shift?

LITERATURE REVIEW

From time to time articles keep on appearing in times of

India‘s daily magazine Lucknow Times and the city page and the idea
also emerged from certain websites like www.iita.ac.in and
rediffnews.com etc. about upcoming change in choice of clothing in the
developing cities like lucknow.
IMPORTANCE /BENEFITS OF THE STUDY

For Stores – The importance of this study will help stores in their
demand forecasting, the upcoming preferences of the customers so
that they are able to manage their inventory more efficiently.

For us – we as management students will be able to study the

perception of consumers, the trends (ie. past and future) and be able
to utilize the knowledge in marketing strategies.

This study will help us gain insight about consumers in Lucknow.

RESEARCH DESIGN
The Research design in this case is Exploratory Study which
has an objective of discovering future research tasks.
The technique thus used will be Survey method to seek the
ideas and preferences of people regarding the subject.
For this purpose we will be using questionnaire to carry out
the survey.

SAMPLE DESIGN
Sample Size – Survey on 300 people of Lucknow.
Sample Unit – Consumers of clothes and apparels in Lucknow.

The survey will be conducted in these areas:

1) Hazratgunj
2) Gomti nagar
3) Aminabad
4) Chowk
5) Indiranagar

RESEARCH QUESTIONS
1) Do the different sales promotion schemes and publicity influence
the consumer’s buying decision.
2) How colours, designs, and style of clothes influence the
customers buying behaviour.
3) The effect of Television serials and advertisement on the
decision making regarding clothes and apparels.
4) How the work status of women and their education has affected
the decision making.
5) The change in family structure ie. Joint and nuclear families
affect the decision making.
6) How the increase in income has effected the perception of
people.
7) Has the involvement of children affected the decision making?
8) Has the convenience and comfort from clothes become more
important than price.
9) What is more important style, comfort, price brand, colour, or
design?
10) The amount of money ready to spend on a dress.
11) What is affect of peers, family on the preference for buying
the clothes?
 ANALYSIS
The sample size taken for survey is 300.

Descriptive Statistics (demographic)

Std.
N Range Minimum Maximum Mean Deviation Variance
Age 300 3 1 4 2.29 .578 .334
Income 300 3 1 4 2.30 .848 .719
Occupation 300 3 1 4 1.83 1.186 1.406
Gender 300 1 1 2 1.41 .492 .242
Education 300 3 1 4 3.48 .667 .445
Valid N (list
300
wise)

First of all to check whether the following data are normal or not we have carried
out “Kolmogorov - Smirnov test” the hypothesis for this is:
Null hypothesis
H0: the distribution is normal
Alternate hypothesis
H1: the distribution is non-normal
After the test has been carried out we found that the significance value of all the
variables is less than 0.05, so the null hypothesis will be rejected and hence the
distribution is non- normal.

Question 1 gives us an idea about how frequently a person being surveyed buys
clothes and apparels, it has 4 options like once in a month, 2-3 times in a month,
once in two months, once in three months. From our survey we have seen that the
highest number of people ticked the option “once in a month”, i.e. 37% of people
surveyed buy clothes almost every month although the spending varies.
The table below shows the exact distribution:
 Frequency of buying clothes

Frequenc Cumulative
y Percent Percent
Valid once a month 111 37.0 37.0
2-3times a
68 22.7 59.7
month
once in 2
73 24.3 84.0
months
once in 3
48 16.0 100.0
months
Total 300 100.0

Question 2 lets us know about whether the preference for buying clothes has
changed over time. From our survey we found out that 83.7% of the people
surveyed say that there preference for buying clothes has changed over time and
the other 16.3% of the sample surveyed think that their preference of buying
clothes hasn’t changed with time.
The table below shows the exact figures:

Whether preference for buying clothes has changed over time

Cumulative
Frequency Percent Percent
Valid yes 251 83.7 83.7
no 49 16.3 100.0
Total 300 100.0

Question 3 gives us information about the different factors that are responsible for
the changing preference of buying clothes overtime. In this we can check the
importance of the factors by carrying out the “chi-square test”.

Null hypothesis
H0: no significant difference between proportion of sample favoring the factor as
important and proportion of sample favoring the factor as unimportant.
Alternate hypothesis
H1: significant difference between proportion of sample favoring the factor as
important and proportion of sample favoring the factor as unimportant.

If the significance value is >0.05 then the null hypothesis will be accepted else it
will be rejected. Our survey shows that all the factors except the factor
 “involvement of children in buying decision” have an asymptotic value of less
than 0.05. So for these factors having significance value less than 0.05 the null
hypothesis will be rejected and the alternate hypothesis will be accepted. This
shows that the factors like “changing work status of women”, “change in family
structure”, “increase in family income” etc. Play a major role in determining the
changing preferences of people for buying clothes overtime.
On the other hand the factor “increased involvement of children in buying
decision” has a significance value of 0.105 so in this case the null hypothesis is
accepted. So the factor “increased involvement of children in buying decision” is
not much of importance for determining the changing preference of people in
buying clothes and apparels in Lucknow over time.
The table given below shows the exact figures:

Test Statistics
change change involveme
changing in choice easy in nt of increase
work family increase in availabil shoppi children in
status of structu in family shoppin ity of ng in buying awarene
women re income g malls products culture dec. ss
Chi-
Square(a,b,c, 9.689 27.000 136.963 143.407 133.440 68.789 2.632 104.490
d,e,f)
Df 1 1 1 1 1 1 1 1
Asymp. Sig. .002 .000 .000 .000 .000 .000 .105 .000

Question 4 generally gives us an overall idea about how much a person on an

average spends on buying clothes and apparels. Although information from this
question won’t give us a perfect idea about people of Lucknow spending on
clothes and apparels but definitely it would give us a rough idea about the
spending habits of people of Lucknow. From our survey what we have observed
that 90.3% of the people surveyed spend less than rs3000 per month on clothes
and apparels, a mere 9% of the population has opted for spending more than
rs3000 on clothes ad apparels.
The statistic shows us that neither the people of Lucknow spend too much on
clothes nor too less.

Question 5 informs us about which type of outfits do the people of Lucknow

generally prefer wearing. The options given to the samples are “casuals”, “trendy”,
“traditional”, “adventurous/sporty”, and “formals”.
To test the importance of the outfits being preferred or not preferred we have
considered the “binomial test”.
Null hypothesis
H0: no significant difference between proportion of sample preferring the outfit
and proportion of sample not preferring the outfit.
Alternate hypothesis
H1: significant difference between proportion of sample preferring the outfit and
proportion of sample not preferring the outfit.
If the significance value is more than 0.05 we will have to accept the null
hypothesis otherwise we have to accept the alternate hypothesis. In this survey the
asymptotic significance value of all the outfits is less than 0.05, so the null
hypothesis will be rejected that means there is significant difference between
proportion of sample preferring the outfit and proportion of sample not preferring
the outfit. So all the factors or outfits given will help us know the preference of
people of Lucknow in a correct manner.

Question 6 tells us generally about which places people of Lucknow generally

prefer for buying clothes and apparels. The options we have given to rank are
“shopping malls”, “big individual stores”, “small stores”, “tailors or boutiques”
and “factory outlet”.
To analyze this question we have tried out the “Friedman test”
Null hypothesis
H0: the various factors have same level of importance.
Alternate hypothesis
H1: the various factors varying level of importance.
When we carried out the Friedman test we found out that the asymptotic
significance comes out to be 0.000 which is less than 0.05, so the null hypothesis
is rejected and the alternate hypothesis is accepted. So as the alternate hypothesis
is accepted we can say that all the factors that are listed for ranking have varying
levels of importance in determining the overall preference.

Ranks

Mean Rank
 prefer buying from
3.44
shopping malls
prefer buying from big
3.45
individual stores
prefer buying from
2.61
small stores
prefer buying from
2.79
tailors/boutiques
prefer buying from
2.71
factory outlets

The table above shows the mean rank of all the factors. We can see that the place
that is most preferred by the people of Lucknow for buying clothes are the big
individual stores. Shopping malls are also highly preferred.

Question 7 deals with the various factors that play an important role in changing
buying decision of people. The various options coming under this question are
“convenience”, “comfort”, “price” and “occasion”.
To analyze this question we have tried out the “Friedman test”
Null hypothesis
H0: the various factors have same level of importance.
Alternate hypothesis
H1: the various factors have varying level of importance.
When we carried out the Friedman test we found out that the asymptotic
significance comes out to be 0.000 which is less than 0.05, so the null hypothesis
is rejected and the alternate hypothesis is accepted. So as the alternate hypothesis
is accepted we can say that all the factors that are listed for ranking have varying
levels of importance in determining the overall preference.

Ranks

Mean Rank
convenience 2.48
comfort 2.84
Price 2.47
occasion 2.22

The above table shows the mean ranks of the various factors involved. We can see
that the highest mean rank is that of “comfort”, so while making a buying decision
the most important factor that people generally take into consideration is that of
“comfort”. The least important factor for buying a cloth or apparel is “occasion”.
This shows that the people of Lucknow are not very leaned towards buying of
clothes in special occasions or so.

Question 8 deals with the various parameters for choosing a particular cloth or
apparel. The various parameters could be color, style, design, price etc. we have
carried out the “binomial test” for this question to know the importance of the
various parameters in choosing a particular cloth or apparel.
Hypothesis
Null hypothesis
H0: no significant difference between proportion of sample favoring the parameter
as important and proportion of sample favoring the parameter as unimportant.
Alternate hypothesis
H1: significant difference between proportion of sample favoring the parameter as
important and proportion of sample favoring the parameter as unimportant.
The exact figures of the test can be seen below in the table:

Binomial Test

Observed Test Asymp. Sig.

Category N Prop. Prop. (2-tailed)
color Group 1 5.00 271 .97 .50 .000(a)
Group 2 1.00 8 .03
Total 279 1.00
style Group 1 5.00 272 .97 .50 .000(a)
Group 2 1.00 8 .03
Total 280 1.00
design Group 1 5.00 262 .98 .50 .000(a)
Group 2 1.00 6 .02
Total 268 1.00
price Group 1 5.00 219 .87 .50 .000(a)
Group 2 1.00 33 .13
Total 252 1.00
comfort Group 1 5.00 251 .94 .50 .000(a)
Group 2 1.00 15 .06
Total 266 1.00
durabili Group 1
5.00 216 .89 .50 .000(a)
ty
Group 2 1.00 26 .11
Total 242 1.00
brand Group 1 5.00 191 .81 .50 .000(a)
Group 2 1.00 46 .19
Total 237 1.00
Based on Z Approximation.
We can see that the asymptotic Significance for all the factors are less than 0.05 so
the null hypothesis is rejected and the alternate hypothesis is accepted this means
that there is a significant difference between proportion of sample favoring the
parameter as important and proportion of sample favoring the parameter as
unimportant. So we can say that all the parameters play an important role in
choosing the buying of clothes and apparels. Color, style and design are among the
top priorities of people for buying clothes and apparels. The survey shows that
only 81% of the people surveyed consider brand name as an important factor.

Question 9 is all about who or what influences the buying decision of people for
clothes and apparels. The various options that we have given in this question are
“friends”, “family”, “advertisement”, “promotional offers” and “serials &
movies”.
To screen this question we have tried out the “Friedman test”
Null hypothesis
H0: the various factors have same level of importance.

Alternate hypothesis
H1: the various factors have varying level of importance.
When we carried out the Friedman test we found out that the asymptotic
significance comes out to be 0.000 which is less than 0.05, so the null hypothesis
is rejected and the alternate hypothesis is accepted. So as the alternate hypothesis
is accepted we can say that all the factors that are listed for ranking have varying
levels of importance in determining the overall preference.

Ranks
Mean Rank
friends influencing buying
3.56
decision
family influencing buying
3.01
decision
advertisement influencing
2.88
buying decision
promotional offers
influencing buying 3.06
decision
serials, movies
influencing buying 2.49
decision

The table above shows the mean ranks of the various factors and their importance.
We can see that the maximum mean rank is given to friends influencing the
buying decision, so we can say that generally friends influence people buying
decision for clothes and apparels. What we have also found out that serials and
films does not influence people that much to buy clothes and apparels as it has the
lowest mean rank.

Income based analysis

Frequency of buying clothes (Q1) and income

We have first considered income and its impact on frequency of buying clothes.
We have used “chi-square testing” to check the dependence of both the attributes.
Hypothesis
Null hypothesis
H0: change in frequency of buying clothes is independent of change in income.
Alternate hypothesis
H1: change in frequency of buying clothes is dependent on change in income.
If the value of asymptotic significance is >0.05 then the null hypothesis would be
accepted otherwise it will be rejected and the alternate hypothesis will be accepted.
In this case we have the asymptotic significance value as 0.000 which is less than
0.05 and hence we have to reject the null hypothesis. This tells us that the change
in frequency of buying clothes depends on the income.
The table given below shows all the figures:

Chi-Square Tests

Asymp.
Sig. (2-
Value df sided)
Pearson Chi- 51.118(
9 .000
Square a)
N of Valid Cases
300

Monthly spending on buying clothes (Q3) and income

We now consider income and its impact on monthly spending on buying clothes.
We have used “chi-square testing” to check the dependence of both the attributes.
Hypothesis
Null hypothesis
H0: change in monthly spending on buying clothes is independent of change in
income.
Alternate hypothesis
H1: change in monthly spending on buying clothes is dependent on change in
income.
If the value of asymptotic significance is >0.05 then the null hypothesis would be
accepted otherwise it will be rejected and the alternate hypothesis will be accepted.
In this case we have the asymptotic significance value as 0.000 which is less than
0.05 and hence we have to reject the null hypothesis. This tells us that the change
in monthly spending on buying clothes depends on the income.

The table given below shows all the figures:

Chi-Square Tests

Asymp.
Sig. (2-
Value df sided)
Pearson Chi-
53.270(a) 9 .000
Square
N of Valid Cases
300

Preference of buying places for clothes and apparels (Q6) and income

To know the dependency of buying places with the income level we have taken
“kruskal-wallis test” there are 5 places given as option in the question, the
various significance level for the different places are given below in the table

Test Statistics(a,b)

prefer prefer prefer prefer prefer

buying buying buying buying buying
from from big from small from from
 shopping individual tailors/bo factory
malls stores stores utiques outlets
Chi-
2.820 8.387 11.170 4.259 7.808
Square
df 3 3 3 3 3
Asymp.
.420 .039 .011 .235 .050
Sig.
a. Kruskal Wallis Test
b. Grouping Variable: Income

Hypothesis
Null hypothesis
H0: the factor considered is independent of the income.
Alternate hypothesis
H1: the factor considered is dependent of the income.
from the above significance values we can see that “prefer buying form shopping
malls”, “prefer buying from boutiques/tailors” and “prefer buying from factory
outlets” have a significance value more than 0.05, so we have to accept the null
hypothesis i.e. preferring buying from shopping malls does not depend on the
income that means whether the income is low or high people like buying from
shopping malls, and similarly for other factors. Significance value of “prefer
buying from big individual stores” and “prefer buying from small individual
stores” are less than 0.05, hence the null hypothesis will be rejected that means
buying from big individual stores and buying from small stores depend on income
and vary with income.

Age based analysis

Preference of outfits (Q6) and age

Now we will analyze that which kind of outfits do generally people like to wear
and how it is related to the age of the various individuals in the sample.
We have tried “Kruskal-Wallis test” to relate the two data sets.
Hypothesis
Null hypothesis:
H0: the factor considered is independent of the age.
Alternate hypothesis
H1: the factor considered is dependent on age.
There are basically 4 categories of outfits casuals, trendy, traditional,
adventurous/sporty and formals. If the asymptotic significance value comes out to
be less than 0.05 then the null hypothesis will be rejected and alternate hypothesis
will be accepted and vice-versa.

In our survey we have found out that “preferring trendy clothes” has a significance
value of 0.333 which is more than 0.05, so in this case the null hypothesis will be
accepted and the alternate would be rejected. From this we can infer that
preferring trendy clothes is independent of age, that means it does not change
significantly with change in age. Preference of all the other outfits have a
significant value less than 0.05, hence preference of these outfits by people depend
on the age factor.

Table given below has all the values:

Test Statistics (a,b)

prefer prefer prefer prefer

prefer trendy traditiona adv/sport formal
casuals clothes l clothes y clothes clothes
Chi-
19.979 3.405 9.176 15.929 8.973
Square
df 3 3 3 3 3
Asymp.
.000 .333 .027 .001 .030
Sig.
a. Kruskal Wallis Test
b. Grouping Variable: Age

Factors Influencing the buying decision for clothes and apparels (Q9) and age

Now coming to who or what influences people in their buying decision of clothes
and apparels does it really depend on the age factor? This is the major question
that we have to answer under this. We have tried out crosstab (chi-square test) to
know whether there is any significant relationship between the factors influencing
the buying decision and age.

Hypothesis
Null hypothesis
H0: factors influencing buying decision of clothes are independent of change in
age.

Alternate hypothesis
H1: factors influencing buying decision of clothes are dependent to age.
From this survey we have found out that the asymptotic significance value for the
factors “promotional offers influencing the buying decision” and “serials and
movies influencing the buying decision” are 0.000, which is less than 0.05 so the
null hypothesis will be rejected and the alternate hypothesis will be accepted, this
means that promotional offers influencing the buying decision and serials and
movies influencing the buying decision are dependent on age and they vary
accordingly with age.
For the other factors like friends, family, advertisements influencing the buying
decision the value of significance is more than 0.05, hence the null hypothesis will
be accepted and this means that all these factors are independent to age. So we can
say that these 3 factors do not play an important role if we divide the sample into
different age groups. Age does not play a significant role when coming to
influencing of buying decision by friends, family or advertisements it’s quit evenly
distributed.

Friends influencing buying decision * Age

Chi-Square Tests

Asymp.
Sig. (2-
Value df sided)
Pearson Chi- 16.704(
12 .161
Square a)
N of Valid Cases 300

Family influencing buying decision * Age

Chi-Square Tests

Asymp.
Sig. (2-
Value df sided)
Pearson Chi- 16.949(
12 .152
Square a)
N of Valid Cases 300

Advertisement influencing buying decision * Age

Chi-Square Tests
 Asymp.
Sig. (2-
Value df sided)
Pearson Chi- 16.571(
12 .166
Square a)
N of Valid Cases 300

Promotional offers influencing buying decision * Age

Chi-Square Tests

Asymp.
Sig. (2-
Value df sided)
Pearson Chi- 65.014(
15 .000
Square a)
N of Valid Cases 300

Serials, movies influencing buying decision * Age

Chi-Square Tests

Asymp.
Sig. (2-
Value df sided)
Pearson Chi- 44.351(
15 .000
Square a)
N of Valid Cases 300

The above table shows the various significance values of pear chi-square.

Gender based analysis

 Factors responsible for changing preference of buying clothes (Q3) and
gender

Now we would like to analyze our case by splitting the sample into two groups on
the basis of gender. First we would try to analyze whether the factors responsible
for changing preference of buying clothes over time is dependent or not with
respect to gender.
We have used the “Mann-Whitney test” to analyze the relationship.
The given table below shows the test statistics found out by applying the “Mann
Whitney test”:

Test Statistics (a)

involve
change choice easy change ment of
changing in increase in availabi in children increase
workstat family in shoppi lity of shoppi in in
us of structur family ng product ng buying awarene
women e income malls s culture dec. ss
Mann- 3896.50 3616.0 5118.50 4905.5 4900.5 4611.0 4549.50 4508.00
Whitney U 0 00 0 00 00 00 0 0
Wilcoxon W 12542.5 11366. 12993.5 13816. 13678. 12114. 12175.5 13419.0
00 00 00 500 500 000 00 00
Z -3.390 -2.029 -2.395 -2.737 -.826 -.310 -.716 -.879
Asymp. Sig.
.001 .042 .017 .006 .409 .756 .474 .379
(2-tailed)
a. Grouping Variable: Gender
The above table shows the asymptotic significance value for the various factors
that are responsible for the change in preference.
Hypothesis
Null hypothesis
H0: there are no significant differences between the two groups
Alternate hypothesis
H1: there is significant difference between the two groups

For the first 4 factors we can see that the significance value is less than 0.05, so
the null hypothesis will be rejected in these cases. Hence we can say that there is a
significant difference between these two populations (male, female) in choosing
these 4 factors which are responsible for their changing preferences over time.
On the other hand if we consider the last 4 factors the significance value is more
than 0.05 and hence the null hypothesis will be accepted and this means that there
is no significant difference between these 2 groups in choosing the last 4 factors in
the question for their changing preference over time.
Monthly spending on clothes (Q4) and gender

Now we can see that whether there is any relationship between the monthly
spending on clothes and the gender.
For this also we have taken “Mann- Whitney test”
Hypothesis
Null hypothesis
H0: there are no significant differences between the two groups
Alternate hypothesis
H1: there is significant difference between the two groups

Test Statistics (a)

monthly spending
on buying clothes
Mann-Whitney U 10540.000
Wilcoxon W 18043.000
Z -.478
Asymp. Sig. (2-tailed) .632
a Grouping Variable: Gender

From the above table we can see that the significance value is 0.632 and this is
more than 0.05, so the nullmhypothesis will be accepted in this case. So we
onthly spending can say
Gender
that there is no significant
1.00 difference between the2.00
males and females whenfemale
it
male

comes to spending on clothes per month. Both the groups more or less have an
even distribution.

<3000 >3000
The above graph shows us the distribution between male and female who spend
more than rs3000 and less than rs3000 per month. (Black – male, white – female)

Occupation based analysis

Factors Influencing the buying decision for clothes and apparels (Q9) and
occupation.

Now once again coming back to who or what influences people in their buying
decision of clothes and apparels does it really depend on the occupation of people?
This is the major question that we have to answer here. We have tried out crosstab
(chi-square test) to know whether there is any significant relationship between the
factors influencing the buying decision and occupation.

Hypothesis
Null hypothesis
H0: factors influencing buying decision of clothes are independent of occupation.
Alternate hypothesis
H1: factors influencing buying decision of clothes are dependent to occupation.
In this survey we found out that the significance value of the factor “friends
influencing the buying decision” is 0.025 and this is less than 0.05 so the null
hypothesis is rejected in this case, so we can infer that choosing the factor “friends
influencing the buying decision” is dependent on the occupation. All the other
factors have a value greater than 0.05, so the null hypothesis will be accepted and
hence all other factors that influence the buying decision of the people are
independent of the occupation. So no matter what the occupation is people get
equally influenced by family, advertisements, promos etc.

Brand name (Q8) and occupation

Now we can also check whether brand name in some way or the other related to
the occupation of the people in the sample.
For this we take “Kruskal Wallis test” to know whether there is any significant
relationship between brand consciousness and occupation.

Test Statistics (a,b)

brand
Chi-Square 4.445
df 3
Asymp. Sig. .217
a Kruskal Wallis Test
b Grouping Variable: Occupation

Hypothesis
Null hypothesis:
H0: the factor brand is independent of the occupation.
Alternate hypothesis
H1: the factor brand is dependent on occupation.

From the above table we can see that the significance value is 0.217 which is more
than 0.05, so we will have to accept the null hypothesis and hence we can say that
the parameter brand is independent of the occupation. So it can be inferred that no
matter whichever profession a person is in it doesn’t make any difference in his
decision of whether he prefers brand name or not.

Major findings

 Distribution of variables is non-normal.

 Mostly people like buying clothes monthly or bimonthly.
 People of Lucknow generally think that their preferences for buying clothes
have changed overtime.
 The major factors that are responsible for changing preferences of buying
clothes overtime are “increase in family income”, “choice in shopping
malls” and easy availability.
 Most of the people generally spend Rs. 1000-3000 p.m. around 49% and
another 41% spend below 1000. So crudely speaking 90% people spend
< 3000 pm. On clothes.
 Out of the total population “casual outfits” are preferred by almost 91%
AND “trendy outfits” preferred by 88%.
 Traditional clothes are the least preferred but we have observed that it
varies with age.
People in higher age bracket like more traditional clothes and young people
like more casual and trendy outfits.
It has been seen that people who are in service like more to wear formals
 People of Lucknow generally like buying their clothes Big
individual stores like Modern Silk House etc. if we come to the second
preference it is the shopping malls that people like buying from.
 “Comfort “ is the most important factor for making a buying
decision on clothes people of Lucknow are not very much leaned towards
buying clothes on special occasions.
 People generally look for colour, style and design of clothes while
buying. Brand name is some what less preferred and the least preferred
parameter for making a buying decision.
 Most of the people that we surveyed are generally influenced by
their friends for buying of clothes.
If we take the second factor it is the promotional offers that influence
people buying clothes.
Serials and movies least influence the buying decision.
 Change in frequency of buying decision depends on the income.
People with more income are a bit more frequent in buying clothes and also
with increasing income people spend more on clothes.
We have also found out that buying from shopping malls doesn’t really
depends on the income no matter what’s their income people prefer buying
clothes shopping malls.
 Preference of outfits has a strong relationship with age and gender.
Casual and trendy outfits are generally preferred by younger generation.
Formals are basically preferred by the people in service.
Traditional clothes are basically liked by older people and housewives.
 Influencing the buying decision by friends, family and
advertisements is independent of age, but promotional offers and serials,
movies influencing the buying decision are dependent on age i.e. People in
lower age category get more influenced by promotional offers and movies.
 Spending is independent of gender i.e. Gender doesn’t determine the
spending on clothes or we can say there is no significant relationship.
 Choosing branded clothes is independent of occupation.
APPENDIX
 QUESTIONNAIRE

1. How often do you buy clothes for yourself? (Tick the appropriate option )
a) once in a month b) 2-3 times in a month
c) once in two months d) once in three months

2. Do you think your preference for buying clothes has changed overtime?
 Yes
 No

3. If Yes then:-
What are the factors responsible for that:-

Most Least
important important
5 4 3 2 1
1 Changing work status of
women
2 Change in family
structure(from joint to
single)
3 Increase in family income
4 Choice in shopping malls
5 Easy availability of
products
6 Change in shopping culture
7 Increased involvement of
children in buying decision
8 Increase in awareness

4. How much money do you generally spend on buying clothes each month?
a. < Rs.1000 b. Rs. 1000-Rs.3000
c. Rs. 3000 – Rs. 5000 d. > Rs. 5000

5. Which type of outfits do you generally prefer wearing (Tick acc. to the rate of
your preference)

Most Least
preferred preferre
d
Formals 5 4 3 2 1
Casuals
Trendy
Traditional
Adventurous/ sporty
 6. Rank these places of purchase in order of your preference from where you
buy apparels and clothings from. 5- Most important 1- Least important

Shopping malls ( eg.Sahara gunj)

Big Individual stores (eg. Modern silk house)
Small stores
Tailors/Boutiques
Factory outlet

7. Rank these factors in order of importance regarding your buying decision of

clothes and apparels.
4- Most important 1- Least important

Convenience
Comfort
Price
Occasion

8. Please describe the importance of the following parameters for you while
choosing clothes and apparels (Tick the applicable option.)
Parameters Highly Important Neutral Unimportant Highly
Important Unimportant
Colour
Style
Design
Price
Comfort
Durability
Brand name

9. Who influences your buying decision for clothes and apparels?

Rate these accordingly 5-highly influences 1- least influences

a) friends
b) family
c) Advertisement
d) Promotional offers
e) T.V serials & movies

Demographic Profile

AGE <15 15-25 26-45 45<

INCOME <10,000 10,000-25,000 25,001-45,000 45,000<
LOCATION
(Please
specify)
OCCUPATION Student Housewife Self- Service
employment
GENDER Male Female
EDUCATION 10 10+2 Graduate Post -Graduate
 BIBLIOGRAPHY

 Business Research Methodology by Cooper and

Schindler
 Statistics for management by Levin and Rubin

Statistical tools used

 SPSS 13.0

 MS Excel