A PROJECT ON

STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS BRANDED

GARMENTS AMONG FEMALE YOUTHS IN MUMBAI.

In The Subject

RESEARCH METHODOLOGY

Submitted By

DHRUVI SHAH

Roll No. BM 31

MCOM Part–II (BUSINESS MANAGEMENT)

Under The Guidance of

Prof. Sanjay Pal

To The University of Mumbai

For Master of Commerce Programme (Semester - III)

In Business Management

Year: 2018-19

SVKM’S

MITHIBAI COLLEGE OF ARTS, CHAUHAN INSTITUTE OF SCIENCE &

AMRUTHBEN JIVANLAL COLLEGE OF COMMERCE AND ECONOMICS,
BHAKTIVEDANTA SWAMI MARG, GULMOHAR ROAD, SUVARNA NAGAR,
VILE PARLE (W), MUMBAI, MAHARASHTRA-400056.

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 DECLARATION BY THE STUDENT

I, the undersigned Miss Dhruvi Shah, student of MCOM (Part – II) in Business Management,
Roll No.: BM 31, hereby declare that the work embodied in this project work titled “Study on
consumer buying behaviour towards branded garments among female youths in Mumbai.”, forms
my own contribution to the research work carried out under the guidance of Prof. Sanjay Pal is a
result of my own research work and has not been previously submitted to any other university for
any other Degree/Diploma to this or any other University.

Wherever reference has been made to previous works of others, it has been clearly indicated as
such and included in the bibliography.

I, here by further declare that all information of this document has been obtained and presented in
accordance with academic rules and ethical conduct.

Name and Signature of the student

Certified by

Name and Signature of the Guiding Teacher

Name and Signature of the Coordinator

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 EVALUATION CERTIFICATE

This is to certify that Miss Dhruvi Shah has worked and duly completed her Project Work
for the degree of Master in Commerce under the Faculty of Commerce in the subject of
Research Methodology and her project is entitled, “Study on consumer buying behaviour
towards branded garments among female youths in Mumbai ” under my supervision. I further
certify that the entire work has been done by the learner under my guidance and that no part
of it has been submitted previously for any Degree or Diploma of any University.

It is her own work and facts reported by her personal findings and investigations.

Seal of College Name and Signature of Guiding Teacher

Name and Signature of Name and Signature of External

Coordinator Examiner

Date of Submission: 20th October, 2018

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 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the depth is so enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions in the
completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance to do this project.

I would like to thank my Principal, Dr. Rajpal Shripat Hande for providing the necessary facilities
required for completion of this project.

I take this opportunity to thank our Coordinator Prof. Bharat Patel, for his moral support and
guidance.

I would also like to express my sincere gratitude towards my project guide Prof. Sanjay Pal whose
guidance and care made the project successful.

I would like to thank my College Library, for having provided various reference books and magazines
related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me in the
completion of the project especially my Parents and Peers who supported me throughout my project.

MAIN PAGE I

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DECLARATION II

CERTIFICATE III

ACKNOWLEDGEMENT IV

CONTENTS V

INDEX

Chapter No. Particulars Page No.

1. Introduction 1

2. Research Methodology 18

3. Review of Literature 24

4. Analysis I 38

5. Analysis II 52

6. Summary, Findings and Recommendation 65

7. Questionnaire 71

8. Bibliography 74

GRAPHS

1.1 Study of the age and gender of respondents 38

1.2 Educational Qualification 39

1.3 People who have shopped online 40

1.4 Gender Comparison 41

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1.5 Age Comparison 41

1.6 Comparison of Educational Qualification 42

1.7 Percentage of Apparel Purchased Online 43

1.8 Articles of Apparel Purchased Online 44

1.9 Main Reasons for Shopping Online 45

1.10 Hindrances to Shopping Online 46

1.11 Payment Methods 47

1.12 Branded/ Standardized Products 48

1.13 Preference to Shop from Well Known Sites 49

1.14 Discounts Covert People to online Shoppers 50

1.15 Avoid Shipping Fees 50

1.16 Reasons to Shop Online for the First Time 51

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 ABSTRACT

This study helps to investigate the consumer buying behaviour towards branded garments
among the youth (mainly females) in Mumbai city. The Data has been collected by
distributing the globally accepted structured questionnaire among the respondents who
presently living in Mumbai city and regular buyers of branded garments. Convenience
sampling method was used with sample size of 100 for collection. Descriptive statistics was
used to analysis the demographics and the Pie Charts were used to analyse the research
objectives. The result of this study offers insights and evidence about the relationship
between the variables which impact consumer buying behaviour for branded apparels. Finally
it is concluded in the present study that there is significant relationship between reference
group and purchase intention also promotion, Store attributes, product attributes, Income of
the respondent have positive significant relation between consumer buying behaviour.

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 CHAPTER 1

INTRODUCTION:

“Customer is King” is an age-old business mantra accentuating the importance of customers

(and would-be customers) in every business. Traditionally, this rule usually entails a
company’s promise to provide good customer services to… well, the customers. But with the
current evolution on work and business settings coupled with technological advancement,
‘customer is king’ means more than just good customer service.

A satisfied customer brings profit consistently. So the marketer should understand the
customer properly. He has to understand how one customer behaves in the purchasing
time. Consumer behavior can be explained as all social, psychological and physical behavior
of consumers as they become aware of evaluate, purchase, consume and tell others about the
products and services.

A. CONSUMER BEHAVIOR

Definition consumer behavior:

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Consumer behavior is the study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to
the actions of the consumers in the marketplace and the underlying motives for those actions.

According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and
decision processes of people who purchase goods and services for personal consumption’.

According to Louden and Bitta, ‘consumer behaviour is the decision process and physical
activity, which individuals engage in when evaluating, acquiring, using or disposing of goods
and services’.

Nature of Consumer Behaviour:

1. Influenced by various factors:

The various factors that influence the consumer behaviour are as follows:

a. Marketing factors such as product design, price, promotion, packaging, positioning and
distribution.

b. Personal factors such as age, gender, education and income level.

c. Psychological factors such as buying motives, perception of the product and attitudes
towards the product.

d. Situational factors such as physical surroundings at the time of purchase, social

surroundings and time factor.

e. Social factors such as social status, reference groups and family.

f. Cultural factors, such as religion, social class—caste and sub-castes.

2. Undergoes a constant change:

Consumer behaviour is not static. It undergoes a change over a period of time depending on
the nature of products. For example, kids prefer colourful and fancy footwear, but as they

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grow up as teenagers and young adults, they prefer trendy footwear, and as middle-aged and
senior citizens they prefer more sober footwear.

3. Varies from consumer to consumer:

Different consumers behave differently. The differences in consumer behaviour are due to
individual factors such as the nature of the consumers, lifestyle and culture. For example,
some consumers are technoholics. They go on a shopping and spend beyond their means.

They borrow money from friends, relatives, banks, and at times even adopt unethical means
to spend on shopping of advance technologies. But there are other consumers who, despite
having surplus money, do not go even for the regular purchases and avoid use and purchase
of advance technologies.

4. Varies from region to region and country to country:

The consumer behaviour varies across states, regions and countries. For example, the
behaviour of the urban consumers is different from that of the rural consumers. A good
number of rural consumers are conservative in their buying behaviours.

The rich rural consumers may think twice to spend on luxuries despite having sufficient
funds, whereas the urban consumers may even take bank loans to buy luxury items such as
cars and household appliances. The consumer behaviour may also varies across the states,
regions and countries. It may differ depending on the upbringing, lifestyles and level of
development.

5. Information on consumer behaviour is important to the marketers:

Marketers need to have a good knowledge of the consumer behaviour. They need to study the
various factors that influence the consumer behaviour of their target customers.

The knowledge of consumer behaviour enables them to take appropriate marketing decisions
in respect of the following factors:

a. Product design/model

b. Pricing of the product

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c. Promotion of the product

d. Packaging

e. Positioning

f. Place of distribution

6. Leads to purchase decision:

A positive consumer behaviour leads to a purchase decision. A consumer may take the
decision of buying a product on the basis of different buying motives. The purchase decision
leads to higher demand, and the sales of the marketers increase. Therefore, marketers need to
influence consumer behaviour to increase their purchases.

7. Varies from product to product:

Consumer behaviour is different for different products. There are some consumers who may
buy more quantity of certain items and very low or no quantity of other items. For example,
teenagers may spend heavily on products such as cell phones and branded wears for snob
appeal, but may not spend on general and academic reading. A middle- aged person may
spend less on clothing, but may invest money in savings, insurance schemes, pension
schemes, and so on.

8. Improves standard of living:

The buying behaviour of the consumers may lead to higher standard of living. The more a
person buys the goods and services, the higher is the standard of living. But if a person
spends less on goods and services, despite having a good income, they deprives themselves of
higher standard of living.

9. Reflects status:

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The consumer behaviour is not only influenced by the status of a consumer, but it also
reflects it. The consumers who own luxury cars, watches and other items are considered
belonging to a higher status. The luxury items also give a sense of pride to the owners.

Characteristics of Consumer Behavior:

Consumer behavior is the part of human behavior. This cannot be separated. Human behavior
decides what to buy, when to buy etc. This is unpredictable in nature. We cannot say that
what an individual is going to do in the next moment. Based on the past behavioral pattern
one can at least estimate like the past he might behave.

Learning the consumer is difficult and complex as it involves the study of human beings.
Each individual behaves differently when he is placed at different situations. Every day is a
lesson from each and every individual while we learn the consumer behavior. Today one may
purchase a product because of its smell, tomorrow it may vary and he will purchase another
due to some another reason.

Consumer behavior is dynamic. A consumer’s behavior is always changing in nature. The

taste and preference of the people vary. According to that consumers behave differently. As
the modern world changes the consumer’s behaving pattern also changes.

Consumer behavior is influenced by psychological, social and physical factors. A consumer

may be loyal with a product due to its status values. Another may stick with a product due to
its economy in price. Understanding these factors by a marketer is crucial before placing the
product to the consumers.

Study of consumer behavior is crucial for marketers. Before producing a product or launching
a product, he has to go through a clear analysis of the consumer behavior. If the people or
prospects reject the product, he has to modify it.

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Consumer behavior is a continuous process as it involves the process starts before the buying
and continuing after purchasing. Before buying there will be high confusions and
expectations about the product. After buying it, if the buyer is satisfied with the product he
shows a positive behavior, otherwise negative.

B. CONSUMER BUYING BEHAVIOR

Definition of Consumer Buying Behavior:

Consumer buying behaviour is the result of the attitudes, preferences, intentions and
decisions made by the consumer s in a market place before buying a product. The study of
consumer buying behaviour is an interdisciplinary subject area drawing widely from
sociology, psychology, anthropology etc.

Need to understand:

Why consumer makes the purchase that the make?

What factors influence consumer purchases?

`The changing factor in our society

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm
needs to analyze buying behavior for:

Buyer’s reactions to a firms marketing strategy has a great impact on the firm’s success.

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The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies
(gives utility to) customers, therefore need to analyze the what, where, when and how
consumers buy.

Marketers can better predict how consumers will respond to marketing strategies.

What influences consumers to purchase products or services? The consumer buying process
is a complex matter as many internal and external factors have an impact on the buying
decisions of the consumer.

When purchasing a product there several processes, which consumers go through. These will
be discussed below.

1. Problem/Need Recognition

How do you decide you want to buy a particular product or service? It could be that your
DVD player stops working and you now have to look for a new one, all those DVD films you
purchased you can no longer play! So you have a problem or a new need. For high value
items like a DVD player or a car or other low frequency purchased products this is the
process we would take. However, for impulse low frequency purchases e.g. confectionery the
process is different.

2. Information search

So we have a problem, our DVD player no longer works and we need to buy a new one.
What’s the solution? Yes go out and purchase a new one, but which brand? Shall we buy the
same brand as the one that blew up? Or stay clear of that? Consumer often goes on some
form of information search to help them through their purchase decision. Sources of
information could be family, friends, neighbors who may have the product you have in mind,
alternatively you may ask the sales people, or dealers, or read specialist magazines like What
DVD? To help with their purchase decision. You may even actually examine the product
before you decide to purchase it.

3. Evaluation of different purchase options.

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So what DVD player do we purchase? Shall it be Sony, Toshiba or Bush? Consumers allocate
attribute factors to certain products, almost like a point scoring system which they work out
in their mind over which brand to purchase. This means that consumers know what features
from the rivals will benefit them and they attach different degrees of importance to each
attribute. For example sound maybe better on the Sony product and picture on the Toshiba ,
but picture clarity is more important to you then sound. Consumers usually have some sort of
brand preference with companies as they may have had a good history with a particular brand
or their friends may have had a reliable history with one, but if the decision falls between the
Sony DVD or Toshiba then which one shall it be? It could be that the a review the consumer
reads on the particular Toshiba product may have tipped the balance and that they will
purchase that brand.

4. Purchase decision

Through the evaluation process discussed above consumers will reach their final purchase
decision and they reach the final process of going through the purchase action e.g. The
process of going to the shop to buy the product, which for some consumers can be as just as
rewarding as actually purchasing the product. Purchase of the product can either be through
the store, the web, or over the phone.

5. Post Purchase Behaviour

Ever have doubts about the product after you purchased it? This simply is post purchase
behaviour and research shows that it is a common trait amongst purchasers of products.
Manufacturers of products clearly want recent consumers to feel proud of their purchase; it is
therefore just as important for manufacturers to advertise for the sake of their recent
purchaser so consumers feel comfortable that they own a product from a strong and reputable
organization. This limits post purchase behaviour. i.e. you feel reassured that you own the
latest advertised product.

Types of Consumer Buying Behaviour

Types of consumer buying behavior are determined by:

Level of Involvement in purchase decision. Importance and intensity of interest in a product

in a particular situation.

Buyers level of involvement determines why he/she is motivated to seek information about a
certain products and brands but virtually ignores others.

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 High involvement purchases--Honda Motorbike, high priced goods, products visible to
others, and the higher the risk the higher the involvement. Types of risk:

Personal risk

Social risk

Economic risk

The four type of consumer buying behavior are:

Routine Response/Programmed Behavior--buying low involvement frequently purchased low

cost items; need very little search and decision effort; purchased almost automatically.
Examples include soft drinks, snack foods, milk etc.

Limited Decision Making--buying product occasionally. When you need to obtain

information about unfamiliar brand in a familiar product category, perhaps. Requires a
moderate amount of time for information gathering. Examples include Clothes--know
product class but not the brand.

Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or

infrequently bought products. High degree of economic/performance/psychological risk.
Examples include cars, homes, computers, education. Spend alot of time seeking information
and deciding.Information from the companies MM; friends and relatives, store personnel etc.
Go through all six stages of the buying process.

Impulse buying, no conscious planning. The purchase of the same product does not always
elicit the same Buying Behavior. For eg Going out for dinner for one person may be
extensive decision making (for someone that does not go out often at all), but limited decision
making for someone else. The reason for the dinner, whether it is an anniversary celebration,
or a meal with a couple of friends will also determine the extent of the decision making.

Factors Effecting Consumer Buying Behaviour

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Why do we need to learn about consumer buying behavior? The simple answer is that no long
can we take the customers for granted. Consumer buying behavior determines how our
consumers decide to buy our product and what are the various factors responsible for this
decision?

Out of 11000 new products introduced by 77 companies, only 56% are present after 5 years.
Only 8% of new product concepts offered by 112 leading companies reached the market. Out
of that 83% failed to meet marketing objectives. What we need to understand here is why
consumers make the purchases that they make, what factors influence consumer purchases
and changing factors in our society…

The central focus of marketing is the consumer. To devise good marketing plans, it is
necessary to examine consumer behavioral attributes and needs, lifestyles, and purchase
processes and then make proper marketing-mix decisions. The study of Consumer behavior
includes the study of what they buy, why they buy, how they buy, when they buy, from where
they buy, and how often they buy. An open-minded consumer-oriented approach is imperative
in today’s diverse global marketplace so a firm can identify and serve its target market,
minimize dissatisfaction, and stay ahead of competitors. Final consumers purchase for
personal, family, or household use.[ CITATION Vaa12 \l 1033 ]

Major Factors affecting consumer buying behavior

Consumer purchases are influenced strongly by or there are four factors.

01. Cultural Factor

02. Social Factor

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03. Personal Factor

04. Psychological Factor.

01. Cultural Factor:-

Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture (iii) Social Class

Culture:-

The set of basic values perceptions, wants, and behaviours learned by a member of society
from family and other important institutions. Culture is the most basic cause of a person’s
wants and behaviour. Every group or society has a culture, and cultural influences on buying
behaviour may vary greatly from country to country.

Sub Culture:-

A group of people with shared value systems based on common life experiences and
situations.Each culture contains smaller sub cultures a group of people with shared value
system based on common life experiences and situations. Sub culture includes nationalities,
religions,racial group and geographic regions. Many sub culture make up important market
segments and marketers often design products.

Social Class:-

Almost every society has some form of social structure, social classes are society’s relatively
permanent and ordered divisions whose members share similar values, interests and
behaviour.

02. Social Factors:-

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A consumer’s behaviour also is influenced by social factors, such as the (i) Groups (ii)
Family

(iii)Roles and status

Groups:-

Two or more people who interact to accomplish individual or mutual goals. A person’s
behaviour is influenced by many small groups. Groups that have a direct influence and to
which a person belongs are called membership groups. Some are primary groups includes
family, friends, neighbours and coworkers. Some are secondary groups, which are more
formal and have less regular interaction. These include organizations like religious groups,
professional association and trade unions.

Family:-

Family members can strongly influence buyer behaviour. The family is the most important
consumer buying organization society and it has been researched extensively. Marketers are
interested in the roles, and influence of the husband, wife and children on the purchase of
different products and services.

Roles and Status:-

A person belongs to many groups, family, clubs, organizations.The person’s position in each
group can be defined in terms of both role and status.For example. M & “X” plays the role of
father, in his family he plays the role of husband, in his company, he plays the role of
manager, etc. A Role consists of the activities people are expected to perform according to the
persons around them.

03. Personal Factors:-

It includes

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i) Age and life cycle stage (ii) Occupation (iii) Economic situation (iv) Life Style (v)
Personality and self concept.

Age and Life cycle Stage:-

People change the goods and services they buy over their lifetimes. Tastes in food, clothes,
furniture, and recreation are often age related. Buying is also shaped by the stage of the
family life cycle.

Occupation:-

A person’s occupation affects the goods and services bought. Blue collar workers tend to buy
more rugged work clothes, whereas white-collar workers buy more business suits. A Co. can
even specialize in making products needed by a given occupational group. Thus, computer
software companies will design different products for brand managers, accountants,
engineers, lawyers, and doctors.

Economic situation:-

A person’s economic situation will affect product choice.

Life Style:-

Life Style is a person’s Pattern of living, understanding these forces involves measuring
consumer’s major AIO dimensions.

I.e. activities (Work, hobbies, shopping, support etc) interest (Food, fashion, family
recreation) and opinions (about themselves, Business, Products)

Personality and Self concept:-

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Each person’s distinct personality influences his or her buying behaviour. Personality refers
to the unique psychological characteristics that lead to relatively consistent and lasting
responses to one’s own environment.

04. Psychological Factors :-

It includes these Factors.

i) Motivation (ii) Perception (iii) Learning (iv) Beliefs and attitudes

Motivation :-

Motive (drive) a need that is sufficiently pressing to direct the person to seek satisfaction of
the need

Perception :-

The process by which people select, Organize, and interpret information to form a meaningful
picture of the world.

Learning:-

Changes in an individuals behaviour arising from experience.

Beliefs and attitudes:-

Belief is a descriptive thought that a person holds about something

Attitude, a Person’s consistently favourable or unfavorable evaluations, feelings, and

tendencies towards an object or idea.[ CITATION Vaa12 \l 1033 ]

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 C. BRANDING

There are many different definitions of a brand, the most effective description however, is that a brand
is a name or symbol that is commonly known to identify a company or it’s products and separate them
from the competition.

A well-known brand is generally regarded as one that people will recognise, often even if they do not
know about the company or its products/services. These are usually the businesses name or the name
of a product, although it can also include the name of a feature or style of a product.

The overall ‘branding’ of a company or product can also stretch to a logo, symbol, or even design
features (e.g. regularly used colours or layouts, such as red and white for Coca Cola.) that identify the
company or its products/services.

For example:

The Nike brand name is known throughout the world, people can identify the name and logo even if
they have never bought any of their products.

However, not only is the company name a brand, but the logo (The ‘tick’ symbol) is also a strong
piece of branding in its own right. The majority of people that are aware of the company can also
identify it (or its products) from this symbol alone.

The clothing and running shoe company Adidas is well known for using three stripes on its range of
products. This design feature branding allows people to identify their products, even if the Adidas
brand name and logo is not present.

BRANDED GOODS:

A brand is the identity of a specific product, service, or business. A brand can take many forms,
including a name, sign, symbol, color combination or slogan. The word brand began simply as a way
to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name
is called a trademark. The word brand has continued to evolve to encompass identity - it affects the
personality of a product, company or service.

A concept brand is a brand that is associated with an abstract concept, rather than a specific product,
service, or business.

Branded Garments:

Apparel is one of the basic necessities of human civilization along with food, water and shelter. The
Apparel Industry reflects people’s lifestyles and shows their social and economic status. The Apparel

22
and Textile industry is India’s second largest industry after IT Industry. At present, it is amongst the
fastest growing industry segment and is also the second largest foreign exchange earner for the
country. The apparel industry accounts for 26% of all Indian exports. The Indian government has
targeted the apparel and textiles industry segments to reach $50 billion by the year 2015.

Consumer purchase behaviour of branded garment: The Indian economy has grown over the last
10 years with new jobs created in the ITES sector, Biomedical, Automotive engineering, Apparel
manufacturing and Civil engineering. The growth is strongly led by Information Technology Enabled
Services (ITES); this is supported by the education sector with increase in the number of students
enrolling for higher education and large numbers of students graduating every year thus creating a
large pool of technical and managerial manpower. The working class people segment has grown since
the economic growth and it has benefited middle class and upper middle class people. Due to the
increase in the number of working people and substantial raise in income, spending power has
increased over the years, and particularly the young Indians in the age of 15 – 25 like to shop more.
Apparel is a highly symbolic product category due to its high visibility. Individuals will often make
assumptions about a person’s self-concept simply on the basis of his/her clothing (Soloman & Rabolt,
1999). Self-concept is a dynamic structure that changes according to the nature of the social
surroundings or situation (Banister & Hogg, 2006). Consumers will change their consumption
behavior based on a current change in their self-concepts (Banister & Hogg, 2006). The symbolic
nature of clothing as a visual expression of self-concept can incorporate various clothing styles,
brands, retailer outlets and memberships in particular subcultures (Soloman & Rabolt, 1999).
[ CITATION SBh \l 1033 ]

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 CHAPTER 2

RESEARCH METHODOLOGY

This chapter describes the methodology adopted for conducting the study. As it is clear from
the objectives, the study requires examining the following aspects studying the profile of
consumers preferring branded apparels and understanding the factors which influence the
consumers for purchasing branded apparels.[ CITATION MSM12 \l 1033 ]

Research Methodology is Logical and Scientific technique to solve a problem. When we talk
of research methodology, we not only talk of research methods adopted to get desired results
but we also consider logic behind these methods. All possible efforts were made to gather
information in a natural way to achieve objectives of research.

Research is an original contribution to existing stocks of knowledge making for its

advancement in research for knowledge through objectives and systematic method of finding
a solution to problem, is research. Research refers to systematic methods consisting of
enunciating the problem, forming a hypothesis, collecting facts or data, analysis of facts and
reaching certain conclusion either in the form of a solution towards concerned problem in
certain generalization for some theoretical formulation.

A. TYPES OF RESEARCH METHODOLOGY:

1) Basic Research – It is also called as pure or fundamental research. It ia undertaken to

develop a theory or a body of knowledge. The main goal of basic research is to expand

24
 man’s knowledge. It focuses on refuting or supporting theories that explain observed
phenomena. Basic research generates new ideas, principles, and theories which may not
be immediately utilized.

2) Applied Research – Applied research is a scientific study designed to solve practical

problems, rather than merely acquiring knowledge. Applied research is used to find
solutions to everyday problems, develop innovative technologies. The goal of applied
research is to improve human condition. It is generally used to handle a particular
situation or to solve a particular problem.

3) Descriptive Research – Descriptive research or Statistical research provides data about

the population or universe being studied. But it can only answer the ‘who, what, when,
where and how’ of a situation. It cannot describe what caused the situation. Therefore it is
used when the objective is to provide a description that is as factual and accurate as
possible. It provides the number of times something occurs or the frequency of
occurrence. The two most common types of descriptive research methods include
observation method and survey method. It gives description of the state of affairs, as it
exists of a particular event or a situation. The researcher has no control over the event or
the situation. He can only report what has happened or is happening.

4) Analytical Research – It is undertaken to collect facts or data or facts or data are readily
available. The researcher attempts to critically analyse such facts and data so as to arrive
at conclusions. This type of research may establish the cause and effect relationship. It
also helps to focus on those variables that have greater positive effect, and to eliminate
certain variables that have negative effect on the situation.

5) Empirical Research – It can be defined as ‘Research based on experimentation or

observation’. It is a means of gaining knowledge direct or indirect observation an
experience or experiment. Empirical evidence can be analysed qualitatively and
quantitatively. Many researchers combine qualitative and quantitative forms of analysis to
better answer questions which cannot be studied in laboratory settings, particularly in
social sciences.

6) Qualitative Research – It is a method of enquiry employed in many disciplines,

especially in social sciences. Researchers aim to gather in-depth understanding of human
behaviour and the reasons that govern such behaviour. Hence, smaller but focused
samples are used instead of large samples. The Motivational Research is an important
type of qualitative research.

25
7) Quantitative Research – It is ‘Explaining phenomena by collecting numerical data that
are analysed using mathematically based methods. The objective is to develop
mathematical models, theories and or/hypothesis pertaining to phenomena. The researcher
analyses the data with the help of statistics. The analysed data may provide unbiased
results that can be generalized to a large population. It is widely used in social sciences
such as psychology, economics, sociology, marketing, community health and less
frequently in anthropology and history.

8) Other Types of Research – Field or Laboratory Research, One – time research/Multi –

period Research, Conclusion – oriented Research, Historical Research or Current –
situation Research.[ CITATION Mic18 \l 1033 ]

B. RESEARCH DESIGN

Selection of Objective/Problem
identification

Secondary Research and Literature

Review

Data Collection & Tabulation

Analysis of Data

Report Preparation

Final Draf

Research design is a framework or blueprint for conducting the marketing research project. It
specifies the details of the procedures necessary for obtaining the information needed to
structure and solve marketing research problems.

26
When designing research, one is faced with a continual series of trade-offs. Since there are
typically numerous design alternatives that will work, the goal is to find the design that
enhances the value of the information obtained, while reducing the cost of obtaining it and
make it as accurate as possible.

In my Research the Research Problem is as follows “Study of consumer buying behaviour

towards branded garments in Mumbai among youth”

C. OBJECTIVES:

1. To identify the consumers buying behaviour towards buying branded Garments.

2. To analyse the factors inducing the respondents to go for branded Garments.

3. To understand the reasons for consumer preference towards Branded Apparels.

D. HYPOTHESIS:

The formulation of hypothesis is an important step in the formulation of research problem.

The hypothesis is a tentative proposition formulated to determine its validity. The hypothesis
may prove to be correct or incorrect.

Webster’s Dictionary defines Hypothesis as, “An unproved theory, proposition, disposition,
etc., tentatively accepted to explain certain facts or to provide basis for furthur investigation,
argument etc.”

Following are the Hypothesis considered while conducting the research.

1. Customers buy branded garments for quality, variety and durability.

2. Customers buy branded garments to depict the status of a person.
3. Factors like price, area, age, gender, brand name, etc influence the purchase of a
branded garment.

27
E. SOURCES OF DATA

There are two types of sources of data in order to collect accurate information to carry out the
analysis and get an accurate conclusion and answer to the hypothesis put forward.

Primary data:

Primary data are those, which are collected afresh and for the first time, and thus happen to
be original in character. It refers to the first-hand information which is collected to solve any
problem. It is the backbone of any study. It is obtained from respondents with the help of
widely used and well-known method of survey, through a well-structured questionnaire. So
the primary data has been taken from different customers. “In my research the source of
primary data is well designed Questionnaire”.

Secondary data:

The Secondary Data is readily available data from published or printed sources. Secondary
data are those which have already been collected by someone else and which have already
been passed through the statistical process. In this case one is not confronted with the
problems that are usually associated with the collection of Original data. Secondary data
either is published data or unpublished data. The data is generally used in the case of
academic research or social research.[ CITATION Mic18 \l 1033 ]

Secondary data is collected from publications, journals, and magazines, Records, web sites
etc

. “In my research the source of data is primary as well as secondary since I have taken
help of Primary Data by Survey Method using questionnaire and Secondary Data by
considering other information available on websites, journals, books, etc.”

F. SAMPLE SIZE

This refers to the total number of respondents selected from the population to constitute a
sample. The size of the sample should neither be excessively large, nor too small. It should be

28
optimum. An optimum sample is one which fulfills the requirement of efficiency,
representativeness, reliability and flexibility. “The sample size for my research is 100”.

G. TECHNIQUE OF ANALYSIS

In this research study, “non-probability convenience sampling” is opted for. Convenience

sampling is done purely on the basis of convenience or accessibility. This sampling method
has been mainly chosen because of time, financial constraints and lack of expertise.

Data representation is done through Pie Charts in order to make the analysis and
interpretation easy to access and understand in terms of percentage form of the answers of the
respondents and also an easier method for comparison of the various options in the
questionnaire.

H. LIMITATIONS OF THE STUDY

1. The study has been conducted on consumers residing in Mumbai and therefore cannot be
applied to women residing in other metropolitan cities or rural areas.

2. The sampling method used is Judgemental sampling and therefore results could be biased.

3. The study has been conducted during a specific time period September to October, 2018.

4. The study concerns consumer buying behaviour with respect to specific products such as
branded garments.

5. We shall be studying the buying behaviour of specific segments of youth consumer, which
cannot be generalised to other segments such as women in their late forties.

6. The sample size being only 100 respondents, the accuracy of the study would be limited

29
 CHAPTER 3

REVIEW OF LITERATURE

Review of Literature is an important stage in the research activity. It refers to extensive

review of literature relating to research problem which the researcher intends to undertake.
The researcher reviews the previous research studies, relevant reference books, articles in
specific journals and other published sources. It provides a good insight into the research
problem.

Significance of Review of Literature:

1. Familiarity with previous research studies.

2. Significance at the Pre – research Stage.
3. Significance at the Research Stage.
4. Significance at the Post – research Stage.
5. Rapport with the audience.
6. Helps to avoid Incidental Plagiarism.
7. Research Focus.
8. Compilation of Bibliography.

[ CITATION Mic18 \l 1033 ]

“Consumer behaviour are activities people undertake when obtaining, consuming and
disposing of products and services. Obtaining refers to the activities leading up to and
including the purchase or receipt of a product. Consuming refers to how where, when and
under what circumstances consumer use products. Disposing includes how consumers get rid
of products and packaging.” (Blackwell et al; 2005). In short, consumer behaviour can be

30
defined as a field of study, focusing on consumer activities. Mowen and Minor (1998)
describe Consumer Behaviour as the study of the buying units and the exchange processes
involved in acquiring ,consuming and disposing of goods , services, experiences and ideas.
The term buying units is used rather than consumers. Schiffman et al (2010) defined
consumer behaviour as the behaviour that consumers display in searching for, purchasing,
using, evaluating and disposing of products and services that they expect will satisfy their
needs. Consumer behaviour focuses on how individual consumers and families or households
make decisions to spend their available resources (time, money, effort ) on consumption
related items.[CITATION htt \l 1033 ]

Belleau and Nowlin (2001) found that buying pleasure of consumers to stand unique with
fellow consumers has also been a strong behavioral driver for designer apparel
manufacturers. Fashion apparel consumers have shown favorable attitude towards exotic
fashion apparel products and higher purchase intention. It has been observed that consumers
leaning towards buying designer apparel show higher cognitive motivations and a different
shopping orientation from their followers. Torres et al (2001) response to the store brands
appears to be more complex in nature than a simple affective summary of the relative
frequencies of positive and negative emotion during consumption experiences. Bianchi
(2002) found that the relation between clothes and identity is perceived by the consumers
from the perspective of their values generated in various social interactions. Consumers get
involved in exhibiting fashion and lifestyle as an aesthetic way of presenting their personality.
Hence, clothing is often considered as an opportunity for communicating a new order of
identity of a person. In this process there are both cognitive and affective incentives that
translate into potential welfare gains for the consumer in a given social and work related
environment. Labeaga (2007) found that manufacturers make available their brands in
various stores, and as such they do not affect loyalty to a particular store. Own brands in
fashion and apparel on the contrary are believed to possess the power to enhance loyalty in
reference to the store they are associated with. The brand name thus influences consumers’
overall quality perceptions of the product. Oubina (2007) found that the store brands for
fashion apparel in a large number of markets have been favored by a set of factors that
include actions by manufacturers and distributors on price and differentiation, market
competition at both a manufacturer and a retailer level, and the economic-financial results of
the latter for the product categories in which they work with the store brands. 12 Liu and
Wang (2008) attitude of consumers towards store brands is determined by more positive store
image, price advantage, range of products to exercise buying options, and loyalty and trust
related factors. Pinheiro (2008) found that one of the principal drivers of consumer behavior
towards fashion apparel is the dominance of social interactions. The involvement of
consumers in fashion products depends not only on their own perceptions but also on peers’
response to their personality and change proneness.

Seock and Bailey (2009) found that the cultural change in buying apparel from low price
brands to designer brands in emerging markets has been institutionalized in a family
environment. It has been observed that parental and sibling influences decreased with age,
whereas peer and media influences expanded with increasing age. The television and
celebrities also play a significant role in influencing adolescents’ clothing choices irrespective
of gender categories. Among the most common two forms of media that children largely use
were magazines and television while, teens primarily influenced by visual merchandising.

31
 `Tay (2009) found that fashion magazines are the perfect medium to influence the fashion
adaptation within the larger thesis of global-local effects. These magazines along with
television fashion shows influence consumers on the process of fashion adaptation, which
begins with product conceptualization and self-esteem in the society.

Groeneveld (2009) found that in recent past conscience among men and women on a body of
critical scholarship emerged globally that stimulated the feel of newness and feminisms.
Fashion magazines have become emblematic of feminism, a form of 'third-wave' feminist
engagement that revalues activities and interests traditionally associated with femininity, such
as knitting, fashion clothing, and make-up.

Reijnders (2009) found that consumer decision on buying fashion apparel is also governed by
the price sensitivity factor to a large extent. In this situation, retailers have the opportunity to
use store brands in the process of 'branding' the store formula.

13 Liljander et al (2009). It is considered essential that the store image, associated with the
parent brand, somehow supports the store-branded product category and mitigates the
perceived risk of buying the category.

Stanforth (2009) found that consumer perceptions on buying fashion apparel are based on
five factors that include perceptional leadership and perceived role models in the society,
matching attire status to employment and workplace ambience, socialization with peers and
people they like, self-esteem and fun, and respectful treatment in the society (Stanforth,2009).

Rucker and Galinsky (2009) found that Consumer experience with high socio-economic
power perceptions creates qualitatively distinct psychological motives towards buying
designer apparel that develop unique consumption patterns.

Jansson and Power (2010) found that besides retail stores, fashion and design-based
industrial actors also contribute to creating images and myths that support consumers’
orientation towards buying fashion apparel.

Pentecost and Andrews (2010) found that the younger generation in the present context has
higher purchase frequency and impulse buying as compared with other cohorts in the society.
Conclusion: As given in all of the above reviews it was found that no research took place
which studied the recall capability of consumers towards brands of apparels and to know
about benefits of purchasing branded apparels.

32
 CHAPTER 4

ANALYSIS I & II

Analysis detailed examination of the elements or structure of something.

Analysis is the process of considering something carefully or
using statistical methods in order to understand it or explain it.

33
Following is the analysis carried out by me using Survey Method by using
Questionnaire tool for the survey.

Q.1)

As per the above Pie Chart, 82.8% of the respondents like to do shopping and 17.2% of the
respondents do not like shopping. This means that more than 2/3rd of the respondents like
shopping and prefer to purchase branded garments.

Q.2) Do you do frequent brand shopping?

34
As per the above chart, more than 50% of the consumers prefer to do frequent brand
shopping, i.e., 58.6% of the consumers prefer to shop branded garments out of the 100
respondents. Hence, consumers do choose to shop branded garments. Also, 41.4% of the
consumers do not prefer shopping branded garments frequently.

Q.3) Where do you like to do shopping from?

35
Table 1:

Types of shopping places Number of respondents

E Shop 18
Trade Shop 11
Malls 65
Super Market 5

As per the above Pie Chart, most of the youth prefer shopping branded garments from
the Malls. After which comes the 18.2% of the youth who prefer online shopping. This
makes a clear picture that most of the purchasers prefer purchasing branded garments
by physically viewing and by going to the mall where there are more preferences rather
than branded outlets.

Q.4) How often do you shop?

36
Table 2:

Time period Number of times

Weekly 3
Monthly 38
Every 3 months 33
Every 6 months 21
Yearly 4

As per the above analysis, most of the customers prefer shopping branded garments on
monthly basis after which at the nearest are 3 monthly purchases. As per the Pie Chart,
very few or negligible number of customers prefer shopping weekly.

Q.5) Are you a spend thrift on branded cloths?

37
As per the analysis shown in the above Pie Chart, almost 50% of the surveyed
population is not spend thrift, i.e., 48.5% of the surveyed youth would not spend a large
amount of money or their earnings on shopping branded cloths. 33.3% of the surveyed
population are probably spend thrift or may not spend much on branded clothes.

Q.6) Are you brand conscious?

38
The above Pie Chart shows that customers are sometimes brand conscious. That is they
do not mind if the brand changes sometimes. 22.2% of the customers are brand
conscious,

Q.7) Do you think brand is a status symbol?

39
The above Pie Chart clearly shows that 50% of the consumers think that brand is a
status symbol due to which it becomes an influence in the buying behaviour of the
customers. In order to make a status symbol, customers try and purchase as much
branded cloths as possible to prove higher status in the society. On the contrary, 50% of
the customers do not think that brand is a status symbol and hence, they do not get
influenced by brands in order to prove higher status in the society.

Q.8) Does the quality of cloth affect your choice of brand?

40
The Pie Chart above proves that 86.9% of the survey population agrees to the factor
that quality of the cloth affects the choice of brand. This means that better the quality,
more will be the purchases of that particular brand. Very few customers agree to
compromis eon the quality of the cloth in order to choose the brand for their garment
purchase.

Q.9) Does variety of clothing attract you to buy more from a brand?

41
As per the above chart, 79 respondents out of 99 agree that more the variety in a
particualr brand, more attracted they will be towards it for purchasing more from
there. This means that variety as a factor highly influences a customer from purchasing
from a particular brand.

Q.10) Does discounts or offers attract you towards a particular brand?

42
As per the above result, 65.7% of the customers get attracted towards purchasing a
particular brands if they offer discounts in their garmetns. This means that factors like
reduction in rates affect the buying behaviour of the customers towards a particular
brand. On the contrary, 27.3% of the customers do not get attracted by discounts to
purchase from a brand. They either stick to a particular brand or prefer to take fresh
products or new arrivals on which there are no discounts offered. This may also involve
Snop Appeal among customers.

Q.11) Does product availabilty affect the choice in brand?

43
As per the survey result above in the diagram, 73 respondents agreed to the statement
saying that the availability status of the garment will change or affect their choice of the
brand. For example, if there is lack of availability of garments in a particular brand, the
customer may prefer to try another brand in order to get their required garment. On
the other hand, 26 respondents denied that they would not be affected by the availability
of the garment and would remain loyal to the brand even if there is lack of availability
of the product they required.

44
Q.12) Which of the following influences the most during purchase of a
branded garment?

Table 3:

Influencing factors for purchase Number of respondents

Family 21
Friends 19
Trends 53
Advertisements 6

As per the above table, more that 50 respondents follow the trends and hence, make the
purchases as per the current trends. The other 21 consumers are influenced by the
choices of their family, 19 by their friends and the remaining 6 by advertisements and
other promotional schemes. This proves that external factors like trends do influence
the buying behaviour of the vustomers in Mumbai.

45
Q.13) Do you prefer brands as per their closer locaiton to you?

The above Pie Chart proves that almost 50% customers prefer brands that are closely
located to them and the rest of the customers do not mind buying from brands which
are not located near them. Hence, we can say that the customers may either prefer close
located brands or far off.

46
Q.14) Would you travel far in order to purchase a garment of a particular
brand of a particular product?

As per the Chart above, more than 50% of the consumers are ready to travel far off in
order to purchase garments of a particular brand. This means there is brand loyalty
among the consumers. On the contrary, there are 45.5% of the consumers who would
not prefer travelling far for a particular brand and would be ready to settle with some
other brand close by for the purchase of branded garments.

47
Q.15) Do you prefer online/offline branded garments purchases?

48
 CHAPTER 5

A. SUMMARY:

This project is about analysing the buying behaviour of female youth towards branded
garments in Mumbai. Buying behaviour of consumers are affected by various factors like
price, quality, location, trends, economic conditions, personal preferences, external influences
like family, advertisements, friends, etc. Family background, cultural exposure, exposure to
other cultures through travelling, family background and social circle affects consumer
behaviour. These factors decide the buying behaviour of a consumer towards a particular
brand and it’s garments. Extravagance commodities are purchased moreover for societal
acknowledgment and standing in the civilization. New research reveal that opulence brand
possess “meaningful & emotional values which are higher than their elegant efficiency” and
“probably give personal intangible settlement” (Johnson & Vigneron, 1999).

The study was conducted in Mumbai city with the objectives to study the profile of
consumers preferring branded garments and to study the factors influencing preference for
branded garments. For meeting the objectives primary data as well as secondary data were
collected from the 100 respondents selected on non – probability choice base. Various factors
were analysed which influence the consumers while purchasing branded garments among the
youth in Mumbai.

The project talks about how the trends of branded clothes are taking over on the youth of
Mumbai and how does the demand for these clothes are moving currently. Survey conducted
has been done by the use of Questionnaire which has been circulated across the population on
non – probability choice based selection of consumers.

The project talks about different kinds of buying behaviors of the youth of Mumbai towards
branded products, how much brand loyalty is there among the surveyed population, what are
the preferences as per the promotional modes of the consumers. After doing this research I
have realized that consumers not only look at their personal likings but also consider other
factors at a very high scale before making any purchase of branded garments in Mumbai.
Most of the population is highly influenced by external factors like trends due to which
people consider brands as a status symbol as well at a high level.

Branded clothes not only prove or disprove a person’s status in the society but also points out
the purchase behaviour as per the various classes or earners of the society such as spend

49
thrifts or non – spend thrifts. This project enlightens us with statistical facts about how a
consumer thinks before, during and after buying a branded garmetn and what are his/her
expectations regarding branded garments in Mumbai.

50
 B. FINDINGS:

After conducting the above survey on 100 respondents and taking them as the sample for
analysing the buying behaviour of the youth of Mumbai towards branded garments, I
have been able to prove my hypothesis as follows.

Hypothesis 1 - Customers buy branded garments for quality, variety and durability.

As per the above survey conducted using a sample size of 100 respondents as the survey
population, the result of the survey has turned out to be positive towards the hypothesis. This
is because as per the findings, most of the customers consider the quality, durability and
variety as factors before buying any branded garments from the shops. The quality matters a
lot to the customers before buying any garments from a branded shop. Similarly, the amount
of variety available in a brand also affects the buying behaviour of the customer, since, the
consumers tend to change their brand choice if any brand does not provide enough variety in
garments.

As per the survey and it’s findings, more than 80% of the respondents preferred choosing
branded garments as per the variety available and the quality of the cloth and it’s durability as
well. Hence, the hypothesis has been proved correct.

Hypothesis 2 - Customers buy branded garments to depict the status of a person.

As per the analysis made and the survey conducted, there has been a tie among respondents
saying that branded garments do act as a status symbol or they do not act as a status symbol.
This has been shown in the Pie Charts mentioned in the Analysis where almost 50% of the
respondents agree and 50% of the respondents disagree on the fact that branded garments
depict status symbol in the society.

Hypothesis 3 - Factors like price, area, age, gender, brand name, etc influence the purchase of
a branded garment.

Various factors affect the buying behaviour of consumers among the youth of Mumbai
towards branded garments. As per the above survey conducted, one of the main factor
affecting the puchase decision or behaviour of ocnsu mers towards branded garments is
Trends. Consumers follow the current trends and check the branded garments accordingly
before buying them. Other factors as per the survey that affect the buying behaviour are
family, friends and some promotional advertisements, etc.

As per the survey and analysis made, the above mentioned hypothesis has been proved
correct since these factors do affect the buying behaivour of consumers among the youth in
Mumbai.

51
C. RECOMMENDATIONS

52
The study reveals that following recommendations have been projected from the study:

 Consumers are brand conscious now days. They purchase the garments on the basis
of brand image and uniqueness of the brand. So companies may increase their market
share by creating point of difference from their competitors and developing a good
brand image in the minds of consumers.
 Upcoming BIG MALLS, Multi branded shops are becoming preferred places to
purchase branded wears instead of exclusive showroom. Because of availability of
various brands in single roof. So the marketers may choose their distribution channel
may be BIG MALL, Multi branded shops.
 Compared to various promotional measures Quality and brand image stood 1&2
ranks .so continuous supply of quality branded garments and maintaining image will
sustaining product life in market .
 As the majority of buyers are young, so the branded garment should be associated
with style and trends so that it appeals to the youth and the brand should be
developed.
 POP material and sales persons in brand selection is important measures in branded
wears.
 Customers like best quality of products at best price, hence companies should bring
in best and latest technologies to their making of branded garments.
 The markets should also increase variety in their branded garments in order to
maintain customer loyalty and retain regular as well as old customers.

CHAPTER 6

53
 QUESTIONNAIRE

Q.1) Do you like shopping?

Ans. Yes/No

Q.2) Where do you like to do shopping from?

Ans. E Shop Trade Shop Mall Super Market

Q.3) How often do you shop?

Ans. Every month Every 3 months Every 6 months Yearly

Q.4) Are you spend thrift for branded clothes?

Ans. Yes/No

Q.5) Are you brand conscious?

Ans. Yes/No

Q.6) Do you think brand is a status symbol?

Ans. Yes/No

Q.7) Does the quality of cloth affect the brand you choose?

Ans. Yes/No

Q.8) Does the variety available attract you more to buy from a brand?

Ans. Yes/No

Q.9) Does discounts attract you to a particular brand?

Ans. Yes/No

Q.10) Does product availabilty affect the choice of brand?

Ans. Yes/No

Q.11) Do you do frequent brand hopping?

Ans. Yes/No

54
Q.12) Which of the following influence the most during purchase of branded garment?

Ans. Family Friends Trends Advertisements

Q.13) Do you prefer brands as per their location closer to you?

Ans. Yes/No

Q.14) Would you travel far in order to purchase a garment of a particular brand?

Ans. Yes/No

Q.15) Do you prefer online or offline branded garments purchases?

Ans. Online/Offline

CHAPTER 7

55
BIBLIOGRAPHY

56