A PROJECT REPORT

ON

“ APPAREL BUYING BEHAVIOUR OF WORKING FEMALE

PROFESSIONAL”

Submitted for partial fulfillment of the requirements for the award of the degree
of

BACHELOR OF COMMERCE (HONORS)

BY

SAIMA TASHKEEL
(1610102087)

Under the guidance of

Mr. Somesh Sharma

(ASSISTANCE PROFESSOR)
Department of Management
Invertis University, Bareilly.

INVERTIS UNIVERSITY, BAREILLY (U.P.)

SESSION 2018-19
 Certificate

TO WHOM IT MAY CONCERN

This is to certify that Ms. Saima Tashkeel student of B.Com(H)-VI Semester in

our institute has successfully completed his/her project work entitled “APPAREL
BUYING BEHAVIOUR OF FEMALE WORKING PROFESSIONALS” for
the partial fulfillment of the degree of Bachelor of Commerce ( Honors) for the
session 2018-19.

Dr. Manish Gupta Dr. Dheeraj Gandhi Mr. Somesh Saxena

(Dean Management) (Head of Department) (Assistant Professor)
 STUDENT DECLARATION

I, Saima Tashkeel, a bonafide student of B.Com(H) VI (2016-2019) in Invertis

University, Bareilly would like to declare that the field survey report entitled “
APPAREL BUYING BEHAVIOUR OF FEMALE WORKING
PROFESSIONALS” submitted by me in partial fulfillment for the requirement of
the Degree of Bachelor of Commerce (Honors) , is my original work.

Date: 10May,2019

SAIMA TASHKEEL
BCO2016007
(1610102087)
 ACKNOWLEDGEMENT

“ I have taken efforts in this project. However,it would not have been possible without the kind
support and help of many individuals. I would like to extend my sincere thanks to all of them.

I am highly indebted to Mr. Somesh Saxena for his guidance and constant supervision as well as
for providing necessary information regarding the project and also for his support in completing
the project.

I would like to express my gratitude towards my parents for their kind co- operation and
encouragement which help me in completion of this project.

I would like to express my special gratitude and thanks to my project coordinator Mr. Rajeev
Bhandari, Mr. Manmohan Bansal and HOD Dr Dheeraj Gandhi for such time and attention.

My thanks and appreciation also goes to ma colleagues in developing the project and people who
have willingly helped me out with their abilities.

MS. SAIMA TASHKEEL

B.COM (HONORS) 6 SEM
(1610102087)
 TABLE OF CONTENT

1 Title Page
2 Certificate
3 Acknowledgement
4 Table of Contents
5 List of Tables
6 List of Figures

7 Chapter I - Introduction

8 Chapter II- Literature review

9 Chapter III -Research Objective(s)/Research Design/Methodology

10 Chapter IV - Data presentation and interpretation

11 Chapter V - Research Findings

12 Conclusion/ Research Scope/ Limitations

13 Bibliography(APA format)
14 Appendices
 LIST OF TABLES

SR PAGE
NO. TABLE NO. NO.
1 Table 4.1 Age Group
2 Table 4.2 Marital Status
3 Table 4.3 Level OF education
4 Table 4.4 Occupation
5 Table 4.5 Reason for purchase
6 Table 4.6 Frequency of purchase
7 Table 4.7 Preference among formals
8 Table 4.8 Prefered Design
9 Table 4.9 Prefered Shades
10 Table 4.10 Prefered Make
11 Table 4.11 Average Expenditure
12 Table 4.12 Mode of Purchase
13 Table 4.13 Influences on the Purchase
14 Table 4.14 Average time spend
15 Table 4.15 Shopping Experience
16 Table 4.16 Factors influence Apparel Shopping
17 Table 5.1(CROSS TABULATION BETWEEN MARITIAL STATUS AND DESIGN)
18 Table 5.2( Cross tabulation b/w age- group and formal type apparel)
TABLE 5.3 CROSS TABULATION BETWEEN MARITIAL STATUS AND
19 PROMPTING FACTORS
 LIST OF FIGURES

SR PAGE
NO. FIGURE NO. NO.
1 Figure 1.1 Competitive Landscape
Figure 2.1: A theoretical model of selected variables influencing female apparel
2 shopping behaviour in a multicultural consumer society
3 Figure 2.2 Conceptual model of Consumer Behaviour
4 Figure 2.3 Ratio of women's apparel to Men's Apparel
5 Figure 2.4 A closer look at the Women's apparel market
6 Figure 2.5 Top players are witnessing sporadic growth in women’s ethnic wear
7 Figure 2.6 Various factors fuelling Growth
8 Figure 2.7 Market Segmentation
9 Figure 2.8 Top ten exporters of Clothing, 2017
10 Figure 2.9 Top ten importers and exporters of clothing, 2017
11 Figure 4.1 Age Group
12 Figure 4.2 Marital Status
13 Figure 4.3 Level of Education
14 Figure 4.4 Occupation
15 Figure 4.5 Reasons For Purchase
16 Figure 4.6 Frequency of Purchase
17 Figure 4.7 Preference among Formals
18 Figure 4.8 Prefered Design
19 Figure 4.9 Prefered Shades
20 Figure 4.10 Prefered Make
21 Figure 4.11 Average Expenditure
22 Figure 4.12 Mode of Purchase
23 Figure 4.13 Influences on the Purchase
24 Figure 4.14 Average time spend
25 Figure 4.15 Shopping Experience
26 Figure 4.16 Factors influence Apparel shopping
Figure 5.1 Graphical representation by showing marital status and preferred
27 design
28 Figure 5.2 Graphical representation by showing age group and types of formals.
29 Figure 5.3 Graphical representation by showing age group and types of formals.
 CHAPTER-1
INTRODUCTION
 An Overview
Apparel is billion-dollar industry employing millions of the people around the world. Over the
last one decade, apparel industry has gone through the drastic change in the world market due to
end of Multi Fibre Agreement in 2005.
The purpose of this study is to investigate the relationship of life style and evaluation criteria for
APPAREL. India is a diverse country with different cultures, cast and creed. Therefore, the
choice is also different from person to person.
The preference and buying behaviour changes from individual to individual due to various
factors such as personal preference, culture, tradition, occasion and other factors like economic,
influence of reference group. As a result, the female buying behaviour has changed from
individual to individual. Now, it is important for marketing people to know about their
preferences according to age group and occupation. Other factors like culture, tradition and
occasions are also playing the major role in female buying behaviors.
In this study, concepts such as influences, preference, and buying behaviour are classified and
discussed in detail. The purpose of this section is to review the theories and concepts that help to
find the base of this study.
Sproles and Burns (1994) emphasise that apparel purchases are different from the purchase of
home appliances, as most consumers do not formally gather product information prior to the
purchase, but rather make most of their decisions in-store. The choice of a store to patronise is
therefore of great importance, as apparel consumers will often gather information, evaluate
alternatives and make decisions at the point of purchase. Shopping orientation is a complex and
multidimensional concept and there is little consensus with regard to the underlying structure or
dimensionality of apparel shopping orientation (Hawkins, Best & Coney, 1998; Shim & Bickle,
1994; Shim & Mahoney, 1992). Shopping orientations are dependent on the product of choice
and the retail store type (Solomon, 1999). Darden and Howell (1987) state that this complexity
could be the reason why so much of the variation in shopping orientation still remains
unexplained. To address this problem, Visser and Du Preez (2001) suggest a new classification
of shopping orientations comprising the following categories: enjoyment, interests and activities,
confidence, opinion leadership, fashion orientation, shopping convenience, time, finance, brand
consciousness and patronage.
The movement of women from the home into the office is one of the most important social
trends of Indian population today. Number of working women in India is increasing. As per one
estimate, Percent of working women in Metro Cities of Delhi, Bangalore, Hyderabad, Mumbai,
Chennai and Kolkata is 14.7, 13.8, 11.2, 10.9, 10.9 and 10.6 respectively. Examination of the
impact of this trend in buying behavior has recently aroused considerable interest among
academician and researchers. This study is an attempt to investigate the decision making styles
of working women in purchasing apparel.
Among other factors they consider include culture (social class, personal believes and
behaviour), social (reference groups, family, social status), personal (age, lifestyle, occupation),
and psychological (Maslow’s hierarchy of needs). Some which are controllable some which are
out of marketer’s control. Among these factors, this study identifies gender and social class.
Women shop differently from men. Moreover among the women there are different classes with
different needs. There are women who; are self-employed, formally employed, work in certain
working conditions, stay in certain environment, belong to a given ethnicity all these to be
considered by marketers. The above named types of women dress according to their belief and
taste where by their consumer behaviour is distinct from each other. In an attempt to understand
female apparel shopping behavior in a multicultural consumer society, part one of this two-part
series focussed on the development of a conceptual theoretical model that provides a macro-
perspective of the variables influencing apparel shopping behaviour. As per a global textile
report by Axis Direct, it has been predicted that by 2025, the Indian apparel market will grow to
$180 billion, growing rapidly at a CAGR OF 11.8%. It has also been projected that the
consumption in India will also nearly triple (India Info line Report, 2017). An increasing number
of women are entering the workforce in India and occupy positions of power in their
organizations. The Indian woman of today is liberated, well educated, independent and
empowered. She is led and guided by her own intellect and judgement and she possesses
substantial disposable income. Women spend a substantial part of their income for apparel
purchase. Apparels help individuals to create a unique identity for themselves and helps in
enhancing their self-image. It contributes towards increased confidence and esteem levels. As per
Mintel report of 2008, women in the age groups 20-24 and 25-34 gave more importance to style
than quality of their clothing. The formal wear worn by Indian women to workplaces are shirts-
trousers, shirts-skirts, churidar/leggings-top, salwar kameez and sarees. Various brands in the
market cater to these apparel requirements of women namely BIBA, V, Fabindia, Louise Phillip,
Zara, H&M, Desi Belle, Indian Ink, Numero Uno, Spykar, Vamas, Chemistry, Deal Jeans, Juelle,
Latin Quarters, Mohey etc.

FIGURE 1.1

As per the PwC report, 2018 (Retail and Consumer Quarterly Newsletter Q3 FY 2018); PwC’s
Retail and Consumer practice takes immense pleasure in presenting the seventh edition of its
newsletter. This quarter, we have highlighted how the women’s apparel segment has been growing in
India. The Indian apparel market is the fastest growing among the top ten apparel markets in the
world, and the women’s apparel segment is slated to become the biggest in the apparel market in
India. The segment has various national and regional players across the pricing spectrum and has
evinced interest from several private equity (PE) funds, which has facilitated this growth. The second
part of the newsletter highlights the deal activity in the quarter compared to that in previous quarters,
along with our insights into the future of consumer and retail transactions.
Women’s employment outside of the home has led to changes in the way of life which affect
consumption patterns. These changes include: pressure of time, greater emphasis on leisure,
increased education, greater mobility, desire for self- expression, concern of ecology, a youth
orientation, increased communications, technological innovations, increased services and improved
physical fitness (Eisenpreis, 1979). There is a noteworthy trend of females emerging as a major
change and is considered to be the most important consumer, mainly because they have joined
the labour market and there is a major rise in their disposable income (Schiffman & Kanuk in
Shim & Kotsiopulos, 1993). Consequently they are recognised by apparel marketers as a major
sought after target market (Cassill & Drake, 1987).WMature women are dissatisfied with ready-
to-wear ranges, because their changing body measures and postures tend to be overlooked by
designers (Iltanen, 2007:51). For mature consumers, quality, fit, comfort, material, style and
design more than price and fashionability influence clothing purchasing decisions (Nam, Hamlin,
Kang, Kim, Kumphai, Nam, Richards and Starr, 2007:102). Younger women and those from
higher socio-economic classes spend more time shopping for fashion than older women or
women of lower socio-economic classes (Rich &Jain, 1968), this could be a contradiction on
Seock& Bailey, (2008). However, Julia &Rebecca (2010) indicated that some women change
shopping behaviour with changes in fashion while others shop clothes for convenience. Women
in cities in general are interested in fashion, but that there nevertheless is a large gap between the
average female customer suburbs and the average female shopper in the city.
This is in accordance with Nielsen’s global consumer report which states that there is a
significant growth in online apparel shopping (Nielsen, 2008).
References:

Cassill, N. L., & Drake, M. F. (1987). Apparel selection criteria related to female consumers'
lifestyle. Clothing and Textiles Research Journal, 6(1), 20-28.

Jacobs, B., & De Klerk, H. M. (2010). Online apparel shopping behaviour of South African
professional women: the role of consumers' apparel shopping scripts. International Journal of
Consumer Studies, 34(3), 255-264.

OGACHI, P. (2014). A COMPARATIVE STUDY OF LOWER AND MIDDLE CLASS WOMEN’S

CONSUMER BEHAVIOUR TOWARDS CLOTHING: A CASE STUDY OF WOMEN IN
MATHARE VALLEY ESTATE AND GARDEN ESTATE IN NAIROBI CITY COUNTY,
KENYA (Doctoral dissertation, SCHOOL OF BUSINESS, UNIVERSITY OF NAIROBI).

Panicker, V. B., & Mohammad, K. A. (2015). A brand experience study on the apparel buying
behaviour of women consumers in Mumbai. International Journal of Commerce and
Management Research,10-15.

Rajput, N., Kesharwani, S., & Khanna, A. (2012). Dynamics of female buying behaviour: a
study of branded apparels in India. International Journal of Marketing Studies, 4(4), 121.
Singh, N. I. R. B. H. A. N., & Sarvanan, R. (2013). A comprehensive study on Female buying
behaviour for apparel Segment in Coimbatore. International Journal of Textile and Fashion
Technology, 3(1), 67-82.

Visser, E. M., & Du Preez, R. (2003). Apparel shopping behaviour-part 2: conceptual theoretical
model, market segments, profiles and implications. SA journal of industrial psychology, 29(3),
15-20.
 CHAPTER-2

LITERATURE REVIEW
2.1THEORITICAL BACKGROUND

(A)Conceptual theoretical model, market segments, profiles and implications

The proposed new theoretical model incorporates the results of the empirical study, as well as the
literature reported in Part 1 of this series of articles. Firstly, the model provides three categories
in order to group the variables that impact on female apparel shopping behaviour and, secondly,
it provides information regarding the multi-dimensionality of the influencing constructs. Thirdly,
it portrays three clusters of female apparel shoppers in a multicultural consumer society.
Lastly, it can serve as a basis for future research, as the other variables mentioned in the
Conceptual theoretical model: a macro-perspective of variables influencing apparel shopping
behaviour. (refer to Figure 1 in Part 1) should also be studied within the South African female
apparel consumer market and incorporated in the model.

F
Figure 2.1: A theoretical model of selected variables influencing female apparel shopping
behaviour in a multicultural consumer society

(B) Conceptual model of Consumer Behaviour

The Engel, Kollat, and Blackwell (EKB) High-Involvement Decision Process (Engel and
Blackwell, 1982) was the conceptual model for this study and focused on the consumer decision
making process of the individual. This system model was selected because consumer behavior is
viewed as a process rather than a discrete act and is as concerned with how the decision is
reached as it is with the decision itself (Figure 1). Shaded areas are the variables included in this
investigation.
Lifestyle is defined as “the patterns in which people live and spend time and money” (Engel &
Blackwell, 1982 , p.188) and includes consumer psychographic characteristics such as activities,
interests, and opinions.

FIG.NO.2.2
Lifestyle is shaped by cultural norms, values, and roles; consumers choose products that fit
specific roles in their lifestyle (Sproles,1979).
Evaluative criteria with roots in lifestyle are the desired outcomes from the choice or use of an
alternative expressed in terms of product attributes or specification.
The EKB model indicates that lifestyle and evaluative criteria impact all the major steps in the
model, that is, problem recognition, search, alternative evaluation, and choice. Evaluative criteria
are used to compare merchandise and are resistant to change, particularly if they are closely
related to one’s selfconcept. However, changes are most likely to take place when there is a
change in lifestyle.
The EKB model proposes that in determining the evaluative criteria used for apparel selection,
lifestyle acts as an influence (Engel and Blackwell, 1982). When the relationship between
lifestyle and evaluative criteria is better understood, one can predict more accurately what
evaluative criteria will be used in selecting apparel.

(C)Theory of Time Spent Shopping

Various concepts and frameworks of time exist in the literature. Pioneer works on this topic
examined allocation of time as a component of a household function (Arndt and Gronmo, 1977;
Feldman and Hornik, 1981), while more recent works examined time as a variable in consumer
behaviour in grocery, mall environment, drugstores, and fashion retailing. Four dimensions of
shopping time have been analysed in the literature (Bielen and Demoulin, 2007): subjective (deÞ
ned as customer’s estimation of the time duration of an activity), objective (deÞ ned as an actual
duration of the activity measured by a clock), cognitive (deÞ ned as consumer’s evaluation of the
elapsed time as being acceptable or not acceptable), and affective time dimensions (deÞ ned as
consumers’ emotional responses to the time duration).
Shopping time was shown to have the cause-and-effect properties (Jacoby, Szybillo and Berning,
1976). The theory of shopping time suggests that consumers spend time and money to acquire
products and services, but they also use time as a substitute for money and will continue to
search until the expected shopping savings are less than the costs of time. The individual’s time
allocation decision was shown to be governed by the interaction of economic factors, personal
attributes and demographic characteristics (Arndt and Gronmo, 1977; McDonald, 1994), as well
as subjective individual values and situational factors. The type of product, environment and
shopping enjoyment were shown to play important roles for the length of shopping time. Several
studies show that consumer’s emotions positively affect time expenditure. Consumers tend to
minimize time expenditures in the purchase of convenience goods, but for other products they
might seek to prolong time expenditures, especially during enjoyable shopping trips (Jacoby,
Szybillo and Berning, 1976). Hedonic shoppers tend to prolong the time they spend on shopping,
while utilitarian shoppers seek to economize on shopping time (Stoel, Wickliffe and Lee, 2004).
According to Yim et al. (2014), if the consumers are motivated by hedonism then the time spent
on browsing is perceived as relaxation and enjoyment and not the waste of time; thus time spent
shopping stimulates the increased enjoyment. Shopping time also depends on consumer’s
involvement in shopping, whereby highly motivated subjects need signiÞ cantly more time for
purchasing decision (Jacoby, Szybillo and Berning, 1976). This study examines relative effects
of demographic variables, fashion consciousness, visual merchandising on time spent shopping
and the impact of time on purchasing outcomes in Croatian fashion retailing. It examines
subjective dimension of shopping time from a retrospective viewpoint, which is consumer’s
recall of the duration of their shopping activities on their shopping trips. In this study, shopping
time covers the perceived number of minutes between the point at which consumers begin
shopping and the purchase termination point at the checkout counter. It includes inter-store
travelling time, the time spent on browsing, evaluating merchandise, selecting items and waiting
time spent at a counter while making the purchase transactions. Conceptual model used in this
research is presented in Figure 1.

(D) Consumer behaviour

Consumer‟s behaviour has evolved from the economic paradigm of the1940s, through the
irrational consumer of the1950s and 1960s, to the information processor of the 1970s, up to the
1980s cognitive miser Zaichkowsky, (1991).The author further states that tomorrow's consumers
will undoubtedly have a distinctive theoretical decision model that will grow out of the future
decision making environment. From this article we see that consumer behaviour studies need to
evolve over time. As time moves the behaviour changes. This point was also supported by
Spelman et al (2013) they indicated that the idea that consumers are changing is not new. What is
different, however, is the way in which they are changing and the seemingly random directions
consumer behaviour can take. This diversity presents companies with a substantial problem, as
they try to apply traditional business models premised on size and scale to a more complex and
fragmented reality. Herein the consumer behaviour remains a key element for marketers.
Consumer behaviour is influenced by the needs and preferences of the consumers for whom the
products are purchased. As dog owner can‟t testify that a Cocker influences her purchasing
agents in the choice of brands of dog food. Devoted housewife will buy for her husband his
favourite, extra-strong cheese, even though she prefers not to subject her sensitive nostrils to the
3 penetrating, if not overpowering, bouquet (Applebaum, 2009). These are some of the
behaviours that vary depending on the circumstances dictating the consumer at the point of
purchasing.
2.2 TABULAR FORMAT
2.3 RESEARCH REPORTS/ NEWS ARTICLES
The apparel market in India is currently growing at a CAGR of 8%, which is the highest among
the top ten countries by apparel market size, and is expected to reach 97 billion USD by 2025.
Women’s apparel currently constitutes a low 37% share of the overall apparel market, valued at
19 billion USD. However, it is expected to outpace men’s wear and occupy a majority 41%
market share by 2025, growing at a faster rate than the overall apparel market at a CAGR of
10%.
This trend is led by an increase in the number of working women and the emergence of several
big branded players in this segment. (As per the report of PwC, Retail and Consumer Quarterly
Newsletter Q3 FY 2018 ).
 F FIG NO. 2.3

FIG NO. 2.4

Top players are witnessing sporadic growth in women’s ethnic wear

 FIG NO. 2.5
The

FIG NO. 2.6

Market segmentation
Ladieswear is the largest segment of the clothing market accounting for one third of the total
market. The largest growth in sales over the next 2-3 years is forecast to be in the ladieswear
segment, which has grown by 65% in the last 6 years and further growth of 10-12% annually is
projected for 2000-2001.

FIG NO. 2.7

As more women enter the workforce, and many companies choose to ‘dress down’ in the office,
a classic smart casual look with co-ordinated items of clothing has replaced the highly tailored
suit and blouse.This look can be worn both in and out of the office.
Ladieswear has become less cluttered and more stylish with many designers now involved in
alliances with high street retailers. The top end of the Irish ladieswear market is dominated by
leading European and American couture houses such as Armani, Calvin Klein, DKNY, Ralph
Lauren, Joseph and Prada. John Rocha, Louise Kennedy,Paul Costelloe and Lainey Keogh have
an international reputation and broad appeal. (As per the report,InterTradeIreland TRADE AND
BUSINESS DEVELOPMENT BODY,2000)

Domestic apparel market to grow by 12% on

robust demand, says CMAI
The growing Indian economy has led to expectations of 11-12 per cent growth in the
domestic apparel market in the next seven years, said a study conducted by the
apex industry body the Clothing Manufacturers’ Association of India (CMAI).
“India’s domestic apparel market was estimated at $67 billion in 2017 which had grown at a
compounded annual growth rate (CAGR) of 10 per cent since 2005. Owing to strong
fundamentals, India’s domestic apparel market size is now expected to grow at 11-12 per cent
CAGR and reach about $160 billion by 2025,” said Rahul Mehta, President, CMAI, while
inaugurating the 67th National Garment Fair, India’s largest apparel trade show currently being
held. The domestic apparel industry is dominated by ready-to-wear category with its market size
of around $56 billion, with an 84 per cent share which is further growing at a CAGR of 10-11
per cent. The ready-to-stitch market is also gaining momentum as more and more men who have
been buying premium or luxury readymade clothing brands want to wear a shirt or a trouser that
fits them perfectly. The ready-to-stitch market, currently at $11 billion, is expected to grow at a
CAGR of 7 per cent and reach about $20 billion by 2025.(As per the news article of
BUSINESS STANDARD,2018)

FIG NO. 2.8

According to the newly released World Trade Statistical Review 2018 by the World Trade
Organization (WTO), the current dollar value of world apparel (SITC 84) exports totaled
$296.1bn and $454.5bn respectively in 2017, increased by 4.2% and 2.8% from a year
earlier. This is the first time since 2015 that the value of world apparel exports enjoyed a
growth.
Regarding apparel, China, the European Union (EU28), Bangladesh and Vietnam unshakably
remained the world’s top four largest exporters in 2017. Altogether, these top four accounted for
as much as 75.8% of world market shares in 2017, which was higher than 74.3% a year earlier
and a substantial increase from 68.3% back in 2007.(As per the report of WTO, World textile
and Apparel Trade,2017)

Source: World textile and Apparel trade, 2017

FIG NO. 2.9

LaFleur said. “When we look at our customer, we actually have equal distribution from age 25
all the way up to 55.” As the way people dress in their everyday lives has become increasingly
casual, the wardrobe needs of working professionals have become increasingly disparate. While
wearing jeans on days other than Fridays may be more accepted now than it was 10 years ago in
some workplaces, there are certain professions where one must always wear a suit.

But what does “wear to work” mean in 2018? BoF partnered with Arianna Huffington’s Thrive
Global — a media platform focused on wellness — to survey 2,700 women from more than 20
countries about their work-clothes habits. The women represented a broad swath of the
population. While over 60 percent were between 25 and 44 years old, over 10 percent were over
55.In terms of annual salary, they’re making anywhere from under $50,000 to over $200,000.
More than 28 percent are working in “management, business and finance,” nearly 12 percent in
“technology” and 18 percent in “sales and marketing” About two-thirds define their roles as mid
or senior-level.

There is an opportunity for companies to offer simplified solutions for

busy working women seeking to build a professional wardrobe.
In the beginning, MM LaFleur was squarely focused on business-casual attire: sharp trousers,
pretty blouses and sleek shift dresses. This year, LaFleur launched two new categories —
creative casual and formal suiting — in order to meet the needs of a broader spectrum of
professionals. For instance, female lawyers living in conservative cities or towns may be
required to wear a skirt suit — not a pant suit — to court. And for women who work in industries
where dress codes are loose, there’s a confusion around what work clothes should look like.

Women’s work clothes have long been the domain of a certain set of brands: for the budget-
conscious, there’s Ann Taylor, which helped define shoulder-padded power-suiting in the 1980s.
(The brand, along with sister brand Loft, generated $2.3 billion in sales for parent company
Ascena in the fiscal year ending in August.)

“There is still an opportunity for business attire in womenswear,” said Ayako Homma, senior
analyst at Euromonitor International. “As offerings from brands and retailers alike become
increasingly casual, there is an opportunity for companies to offer simplified solutions for busy
working women seeking to build a professional wardrobe.”

Consumers continue to spend real money on their professional

wardrobes.
Fast-fashion players Zara and H&M, which sell suiting and shift dresses that are trendier than
their specialty retailer counterparts, were the clear winners. Zara resonated with nearly 20
percent of respondents. They were closely followed by Banana Republic, Ann Taylor, Loft and
J.Crew. Macy’s, Target and Amazon were also favourites, as were Nordstrom and Nordstrom
Rack(As per the news article of BUSINESS OF FASHION,2019)
Indian apparel industry which is the second largest contributor in the retail industry after food
and grocery is seeing some major shifts. Entry of international brands, changes in preferences
from non-branded to branded, the fast growing economy, large young consuming population in
the country has made India a highly lucrative market. India has the world’s largest youth
population, which is becoming fashion conscious owing to mass media and social media
penetration. This has opened unprecedented retail market opportunities. The promising growth
rate of 9.7 per cent makes the Indian fashion industry prominent in the retail sector. With a GDP
growth rate of 7 per cent, India has an edge over developed markets of the US, Europe and Japan
which are expected to grow at a rate of 2-3 per cent. Favourable trade policies and increased
penetration of organised retail among other factors contribute in making Indian fashion industry
attractive for investors.
The women’s wear market in India contributes 38 per cent of the total apparel industry. It is
estimated to be worth Rs 1,11,467 crore (US $17.5 billion in 2016) and is expected to grow at a
CAGR of 9.9 per cent to reach Rs 2,86,456 crore (US $44 billion in 2026). Globalization
coupled with fast fashion has resulted in awareness on fashion trends and styling. Further, the
increase in number of working women has fuelled the women’s wear market. The demand is
expected for western wear, fusion wear and occasion specific ethnic wear. Women’s wear in
India comprises of ethnic wear, western wear, Indo-western, innerwear, etc. Ethnic wear is the
single biggest category in women’s wear segment with a share of 66 per cent. In ethnic wear, the
saree is perhaps the most common traditional Indian dress for women and has a market of Rs
37,837 crore. It is expected to grow at a CAGR of 5 per cent and reach Rs 61,632 crore by 2026.
Though a market shift is expected from saree to salwar kameez and western wear in urban and
semi-urban markets, saree will still remain as the predominant category among elderly and
middle aged women across urban and rural India.
Salwar kameez is another dominating category in ethnic wear, especially among the working
women because of its comfort level. With a market share of Rs 35,804 crore, it is expected to
grow at a CAGR of 12 per cent to reach Rs 1,11,203 crore by 2026. But, it has started facing stiff
competition from the western wear owing to increased number of working women in the
country, especially in urban areas. The increased competition from western wear has resulted in a
new category — Indo-western (fusion-wear).
The apparel market can be broadly divided into super premium, premium, medium, economy and
low price segments. The medium price segment holds majority of the share among apparel
segment by holding 29 per cent followed by economy which holds 28 per cent of the share of the
apparel market of the country. The price sensitive rural population forms a major chunk of 54 per
cent of the low and economy price segments of apparel market. Customers across income groups
purchase medium priced apparel at varying frequencies. Sometimes the customers of the
premium and super premium segment wish to trade down to medium segment while in some
other cases the low income customer prefers to trade up to medium segment depending on the
requirement of the attire and look. Many Indian consumers of the medium income level prefer
medium price segments as it offers the assurance of certain minimum quality standards at a
reasonable and affordable price. The super-premium and premium price categories are value
driven categories and the product offerings of these segments come from established brands. In
today’s business environment, consumer is the king. It has become imperative for the
manufacturers to cater to the consumers according to their taste and preference. With mass media
penetration and growing disposable income, Indian consumers have become more demanding
and adaptable to change in fashion With the rapidly changing profile of consumers, it has
become challenging for retailers to keep up with shifting shopping demands. Shoppers today are
well informed about fashion trends and demand accordingly. Thus, it becomes challenging for
retailers to cater their customers with constant change in preferences. (As per the news article,
The Indian Fashion apparel market, 2017)

CHAPTER-3

RESEARCH OBJECTIVES/RESEARCH METHODOLOGY

RESEARCH OBJECTIVES

The main objectives of the study are-

1. To study the apparel buying behavior of working female professionals in terms of women
preferences in
 Design
 Type/Style
2. To study the factors affecting the buying behavior of working professional
 Cultural factors
 Social factors
 Personal factors

RESEARCH HYPOTHESIS
There are two hypothesis taken from the study, Null Hypothesis which are as follows:
NULL HYPOTHESIS-
 There is no association between marital status and design.

 There is association between occupation and design

RESEARCH METHODLOGY
It is the systematic, theoretical, analysis of the methods applied to a field of study. It comprises
the theoretical analysis of the body of methods and principles associated with a branch of
knowledge. Typically, it encompasses concepts such as paradigm, theoretical model, phases and
quantitative or qualitative techniques.

RESEARCH DESIGN
The research design refers to the overall strategy that you choose to integrate the different
components of the study in a coherent and logical way, thereby, ensuring you will effectively
address the research problem; it constitutes the blueprint for the collection, measurement, and
analysis of data.
The research design used here is descriptive research design. Descriptive research studies are
those studies which are concerned with describing the characteristics of a particular individual,
or of a group.
The cross-sectional study is used here in descriptive research design. Cross- sectional studies
measure units from a sample of the population at only one point in time.

SOURCES OF DATA COLLECTION

A) Primary Method: Primary Method is original research that is obtained through first
hand investigation. Primary data includes information collected from interviews,
experiment, surveys, questionnaires, focus groups and measurements. Primary data is
tailored to the needs of the researchers can ask the question that best collect the data that
help with their study through the use of surveys, interviews, and direct observation.
B) Secondary Method: Secondary Data is research that is widely available and obtained
from another party. Secondary data can be found in publication, journals, and
newspapers. Secondary data is usually immediately available to the public at little or no
cost. It can also be used for extended lengths of time.

SAMPLING DESIGN

A sample design is a definite plan for obtaining a sample from a given population. It refers to
the technique or the procedure the researcher would adopt in selecting items for the sample.

The sampling method used for the study is convenient sampling. Convenient sampling under
this sampling technique, a sample is obtained by selecting convenient population elements
from the population.

Sample size- 120 respondents

Sample unit- individual

Sampling technique- Percentage analysis method, Hypothesis testing ( Pearson chi- square
test)

CHAPTER -4

DATA REPORTING & INTERPRETATION

Q.1 AGE GROUP

Table no. 4.1

Particulars No. of respondents Percentage

24-33 49 40.8
33-45 9 7.5
45 and above 2 1.7
less than 24 60 50.0
Total 120 100.0
(Source: Online Survey, 2019)

Fig No.4.1
DATA REPORTING:-
the above table and figure 4.1 shows that out of 120 respondents, 50% of respondents are below
24 years old, 40.8% of respondents are in the age group between 24-33 years old, 7.5% of
respondents are in the age group between 33-45 years old, and 1.7% of respondents are above 45
year old.

Data Interpretation:-
The above figure 4.1 shows that, maximum no. of respondents is below 24 years.

Q2. MARITAL STATUS

Table no.4.2

Particulars Frequency Percentage

Married 31 25.8

Separated 1 .8

Single 88 73.3

Total 120 100.0

(Source: Online Survey, 2019)

Fig no.4.2
DATA REPORTING:-
The above table & fig.4.2 shows that 73.33% of respondents are single, 25.83% of respondents
are married and .83% respondents are separated.

DATA INTERPRETATION:-
The above fig. 4.2 shows that, maximum no.’s of respondents are single.

Q3. LEVEL OF EDUCATION

Table no.4.3

Particulars Frequency Percentage

Doctorate level 11 9.2

Graduate 1 .8

Postgraduate level 59 49.2

Undergraduate 49 40.8

Total 120 100.0

(Source: Online Survey, 2019)

 FIG.NO.4.3

DATA REPORTING:-
The above table & figure 4.3 shows that out of 120 respondents, 49.17% of respondents are in
postgraduate , 40.83% of respondents are undergraduate, 9.17% of respondents are in doctorate
level and .83% of respondents are in graduate level.

DATA INTERPRETATION:-
The above fig. 4.3 shows that, maximum no. of respondents are postgraduate.

Q4. OCCUPATION STATUS

Table no. 4.4

Particulars Frequency Percentage

Business 19 15.8
Paid employment 97 80.8
 Retired 4 3.3

Total 120 100.0

(Source: Online Survey, 2019)

FIG NO. 4.4

DATA REPORTING:-

The above table and figure 4.4 shows that out of 120 respondents, 80.83% of respondents are
paid employment, 15.83% of respondents are doing business and only 3.33% of respondents are
retired

DATA INTERPRETATION:-

The above fig. 4.4 shows that maximum number of respondents are Paid employment.

Q6. When do you purchase mostly?

Table no. 4.6

Options Frequency percentage
Festivals 24 15.28
discount sales 26 16.56
availability of funds 35 22.29
as per the need 72 45.85
(Source Online Survey, 2019)

Fig no. 4.6

reason for purchase

1%

28%
festivals
41%
discount sales
availability of funds
as per the need

30%

DATA REPORTING:-

The above table & figure 4.6 shows that out of 120 respondents, 41% of respondents purchase on
availability of funds, 30% purchase on discount sales, 28% purchase on festivals and 1%
purchase as per the need.

DATA INTERPRETATION:-

The above fig. 4.6 shows that, majority of respondents purchase apparels when they have
availability of fund

Q7. How often do you shop for official clothing?

 Table no. 4.7
OPTIONS Frequency Percentage
Rarely 20 15.15
not at all 3 2.27
every once in a while 24 18.18
Sometimes 70 53.03
almost always 15 11.36
(Source Online Survey, 2019)

Fig no. 4.7

frequency of purchase

12% 15%
2%
rarely
not at all
every once in a while
18%
sometimes
almost always
53%

DATA REPORTING:-

The above table & figure 4.7 shows that, out of 120 respondents 53% of respondents purchase
sometimes, 18% of respondents purchase every once in a while, 15% of respondents purchase
rarely, 12% of respondents purchase almost always and 2% of respondents not purchased.

DATA INTERPRETATION:-

The above fig 4.7 shows that maximum no. of respondents purchase apparels sometimes.

Q8. What kind of formal wears do you prefer?

Table no.4.8
 Particulars Frequency Percentage
formal trouser & shirt 59 49.2

kurtis & tights 41 34.2

salwar kameez 11 9.2

Saris 9 7.5

Total 120 100.0

(Source: Online Survey, 2019)

Fig. no. 4.8

DATA REPORTING:-

The above table and figure shows 4.8 shows that, out of 120 respondents 49.2% respondents are
wearing formal trouser & shirt, 34.2% respondents are wearing kurtis & tights, 9.2% respondents
are wearing salwar & kameez and 7.5% respondents are wearing saris.

DATA INTERPRETATION:-

The above fig.4.8 shows that maximum no. of respondents are wearing formal trouser
& shirt.
Q9.What kind of designs style do you prefer?

Table 4.9

Particulars Frequency Percentage

Latest 106 88.3

traditional 14 11.7

Total 120 100.0

(Source Online Survey, 2019)

Fig no. 4.9

DATA REPORTING:-

The above table & figure 4.9 shows that, out of 120 respondents 88.3% respondents prefer latest
design while 11.7% respondents prefer traditional design.

DATA INTERPRETATION:-

The above figure shows that maximum no. of respondents prefer latest design style.

Q10. Which of the shades you prefer while purchasing apparel?

 Table no. 4.10

Particulars Frequency Percent

All shades 49 40.8

Dark shades 11 9.2

Light shades 23 19.2

Medium shades 37 30.8

Total 120 100.0

(Source Online Survey, 2019)

Fig.no.4.10

DATA REPORTING:-

The above table & fig.4.10 shows that out of 120 respondents, 40.8% of respondents prefer all
type of shades, 30.8% of respondents prefer medium shades, 19.2% of respondents prefer light
shades and 9.2% of respondents prefer dark shades of apparel.

DATA INTERPRETATION:-
The above fig. 4.10 shows that maximum no. of respondents prefer all type of shades of apparel.

Q11. Which of the following do you prefer mostly?

Table no. 4.11

Particulars Frequency Percentage

Both 60 50.0

Ready- Made 55 45.8

Tailor- Made 5 4.2

Total 120 100.0

(Source Online Survey, 2019)

Fig no. 4.11

DATA REPORTING:-

The above table & fig 4.11 shows that out of 120 respondents,50% of respondents prefer both
type of apparel,45.8% prefer ready made clothes while 4.2% of respondents prefer tailor made
clothes.

DATA INTERPRETATION:-

The above fig. shows that maximum no. of females prefer both type of apparel( ready made &
tailor made).

Q12) How much do you spend in buying clothes?

 Table no.4.12

particulars Frequency Percent

10,000- 20,000 38 31.7

20,000- 30,000 11 9.2

30,000- 40,000 1 .8

40,000- 50,000 2 1.7

50,000 & above 2 1.7

less than 10,000 66 55.0

Total 120 100.0

(Source Online Survey, 2019)

Fig no.4.12

DATA REPORTING:-

The above table & fig. shows that out of 120 respondents, 55% of respondents have monthly
average expenditure of less than (10,000), 31.7% of respondents spend (10,000-20,000),9.2% of
respondents spend (20,000-30,000),0.8% of respondents spend (30,000-40,000), 1.7% of
respondents spend (40,000-above 50,000).
DATA INTERPRETATION:-

The above fig.4.12 shows that maximum no. of females monthly spend less than 10,000 in
buying clothes.

Q13. Where do you buy your clothes from?

Table no. 4.13

Particulars Frequency Percentage

Both 78 65.0

Offline 38 31.7

Online 4 3.3

Total 120 100.0

(Source Online Survey, 2019)

Fig no. 4.13

DATA REPORTING:-
The above table & fig 4.13 shows that out of 120 respondents, 65% of females purchase online&
offline both, 31.7% of females purchase offline while 3.3% females purchase online clothes.

DATA INTERPRETATION:-

The above fig.4.13 shows that maximum no. of females purchase both online and offline clothes’

Q14. Who influences the most when you shop?

Table no.4.14

particulars Frequency Percentage

family members 42 26.75
friends 25 15.92
media 11 7.1
spouse 8 5.09
self 71 45.22
(Source Online Survey, 2019)

Fig no.4.14

Influences on the purchase

27%
family members

45% friends
media
spouse

16% self

5% 7%

DATA REPORTING:-
The above table & figure 4.14 shows that out of 120 respondents, 45% of respondents purchase
clothes by own preference, 27% of females influence by family members, 16% of females
influence by friends, 7% of females influence by media and 5% of females purchase apparels
with spouse.

DATA INTERPRETATION:-

The above figure 4.14 shows that, majority of females buy clothes by their own preference(self).

Q15.What is the average time you spend in shopping for apparel?

Table no. 4.15

Particulars Frequency Percentage

1-2 hrs 80 66.7

2-5 hrs 22 18.3

less than 1 hour 15 12.5

more than 5 hrs 3 2.5

Total 120 100.0

(Source Online Survey, 2019)

Fig no.4.15
DATA REPORTING:-

The above table& fig 4.15 shows that out of 120 respondents,12.5% of females spend less than 1
hr for shopping, 66.7% of females spend 1-2 hrs,18.3% of females spend 2-5 hrs and 2.5% of
females spend more than 5 hrs.

DATA INTERPRETATION:-

The above fig 4.15 shows that, majority of females spend 1-2 hrs in shopping for apparel.

Q16. Shopping for clothes is such a fun experience

Table no.4.16

Particulars Frequency Percentage

Agree 53 44.2

Disagree 3 2.5
Neutral 41 34.2

Strongly agree 18 15.0

 Strongly disagree 5 4.2

Total 120 100.0

(Source Online Survey, 2019)

Fig no. 4.16

DATA REPORTING:-

The above table & fig.4.16 shows that out of 120 respondents, 44.17% of the females
respondents are agreed, 34.17% are neutral, 15% are strongly agree, 4.17% are strongly disagree

& 2.50% are disagree

DATA INTERPRETATION :-

In the above figure, 4.16 shows that majority of female respondents are agreed that shopping for
clothes is such a fun experience.

Q.17 In a scale of 1-5 please indicate to what degree does the following factors
influence your apparel shopping.
 Table no. 4017

VERY SMALL VERY GREAT

PARTICULARS EXTENT SMALL EXTENT MODERATE GREAT EXTENT EXTENT
FAMILY MEMBER 14 32 47 40 8
INCOME 13 34 35 50 15
FRIENDS 22 59 40 20 3
OCCUPATION 13 37 42 40 6
MARITIAL STATUS 26 51 37 31 10
AGE GROUP 12 41 39 39 8
FASHION 10 23 32 64 93
CULTURAL
BACKGROUNDS 10 28 47 44 8
(Source Online Survey, 2019)

Fig No. 4.17

100
90
80
70
60
50
VERY SMALL EXTENT
40
SMALL EXTENT
30
MODERATE
20
10 GREAT EXTENT
0 VERY GREAT EXTENT
 CHAPTER- 5

RESEARCH FINDINGS
 RESEARCH OBJECTIVES

Table 5.1(CROSS TABULATION BETWEEN MARITIAL STATUS AND DESIGN)

(Source Online Survey, 2019)

RESEARCH FINDINGS:-

The above table and figure 5.1 reveals that, the respondents who prefer latest design are 24%
married, 1% are separated and 9% are single, whereas among traditional designs 43% are
married, 57% are single.
Fig 5.1 Graphical representation by showing marital status and preferred
design

CHA

CH
Conclusion-
From the above table & fig. 5.1 we conclude that, all three i.e, married ,separated & single prefer
latest design.

Table 5.2( Cross tabulation b/w age- group and formal type apparel)
(Source Online Survey, 2019)

RESEARCH FINDINGS:-

The above table and figure 5.2 reveals that, 63% respondents of less than 24 years of age group
prefer formal trouser and shirts, 51.2% respondents of age group between 24-33 prefer kurtis and
tight and 46% of respondents of age group of less than 24 prefer salwar kameez.
Fig. 5.2 Geographical representation by showing age group and types of
formals.

Conclusion- From above graph and table 5.2 we conclude that females of age group less than
24 prefer formal trouser and shirts, females of age group 24-33 prefer kurtis and tights, females
of age group 33-45 prefer formal trousers and shirts.

TABLE 5.3 CROSS TABULATION BETWEEN MARITIAL STATUS AND

PROMPTING FACTORS.
(Source Online Survey, 2019)

RESEARCH FINDINGS:- The above table 5.3 reveals that 83.3% singles
females prefer brands, 81.3% single females purchase on their needs, 57.1% single
females focus on price, and 71% single females perefer quality.
Fig. 5.3 Graphical representation by showing age group and types of formals.

Conclusion- From above graph and table 5.3 we conclude that all the three categories ie.
Single , separated and married prefer quality.

RESEARCH HYPOTHESIS

1. NULL HYPOTHESIS:- There is no association between marital

status and design.

(Source Online Survey, 2019)

PEARSON CHI-SQUARE .290

INTERPRETATION :- If the P value (.290) is greater than or equal to the significance level,
than we do not reject the null hypothesis Ho – Rather, we conclude that there is not enough
evidence to suggest an association between marital status and design.

NULL HYPOTHESIS:-There is association between occupation and design

(Source Online Survey, 2019)

PEARSON CHI-SQUARE .003

INTERPRETATION :- Since the P value(.003) is less than our chosen significance level
α= .05 we can reject the null hypothesis and conclude that there is an association between
occupation and design.
 CONCLUSION

Clothing is an important part of women’s life and plays a major role in building the female
identity and status .Clothes help the women to enhance their confidence and strengthen their self-
esteem. Clothing is referred to as speciality good since consumers often make an effort for
seeking out the garment that they require. Most of the female focus on product attributes, fashion
trends and other factors related to social or psychological needs of the customer. These
characteristics help them to choose their clothes according to their preference and it also suits
with tradition and culture. Today women are no longer just a gatekeeper of the family. They have
got more empowerment and economic freedom. This is why their shopping habits have changed.
This study also emphasis on different reasons for change in India’s market environment,
availability of variety of goods, discounts and offers on sales, multiple shopping channels etc.
Today women are more independent and educated. They are more aware and informed. They
work and they do have money, all these factors push them for shopping. But this non rational
shopping leads to post regrets also. This study conclude on a note that everything is changing
and so does our shopping pattern.
This study also concludes that different factors influence women to different degrees in regards
to their clothing shopping behaviour; some factors are highly regarded whereas others are lowly
regarded. For instance in this study factors like amount of income, occupation status, marital
status and social class were highly regarded by respondents from both estates.
 LIMITATIONS

1. The sample size of 120 respondents is too enough to find out female respondents buying
behaviour patterns towards apparael.
2. The area of the study is limited and confined to the certain limitations.
3. Respondents may not have been time in answering various questions and may be biased
to certain other questions.
4. One of the biggest limitation with this project work is the time factor.
5. Most of the reports were not available properly.
6. As new software has been used SPSS it takes time in understanding at first time that how
to operate it.
7. Problems related to internet services, data consuming etc.
8. As the result has been concluded on the basis of information provided by respondents so
there is the chance of error.
 SUGGESTION

1. Price :- Indian female working professionals are extremely worth sensitive for any new
product they choose the merchandise supported their worth and a lot of or less the repeat
purchases are compact by worth issue. Same is the case with apparels.

2. Development of marketing :- There is all very important to develop more marketing

area because there is no regulated market facility.

3. Easy accessibility :- The largest contender for apparels are simply accessibly
geographically hence it will be simply accessible by the consumers throughout latest
searching and also throughout emergencies. Online marketing has also helped to evolve
the apparel market and provides various kinds of options ands and styles in this segment.

4. Quality :- As seen in the report, quality and brands also plays a key role in the selection
process.

Thus the company should focus on as per the need and requirement of females
working professionals as they prefer to buy on their own terms and conditions .

REFERENCES

Cassill, N. L., & Drake, M. F. (1987). Apparel selection criteria related to female consumers'
lifestyle. Clothing and Textiles Research Journal, 6(1), 20-28.

Jacobs, B., & De Klerk, H. M. (2010). Online apparel shopping behaviour of South African
professional women: the role of consumers' apparel shopping scripts. International Journal of
Consumer Studies, 34(3), 255-264.

OGACHI, P. (2014). A COMPARATIVE STUDY OF LOWER AND MIDDLE CLASS WOMEN’S

CONSUMER BEHAVIOUR TOWARDS CLOTHING: A CASE STUDY OF WOMEN IN
MATHARE VALLEY ESTATE AND GARDEN ESTATE IN NAIROBI CITY COUNTY,
KENYA (Doctoral dissertation, SCHOOL OF BUSINESS, UNIVERSITY OF NAIROBI).
Panicker, V. B., & Mohammad, K. A. (2015). A brand experience study on the apparel buying
behaviour of women consumers in Mumbai. International Journal of Commerce and
Management Research,10-15.

Rajput, N., Kesharwani, S., & Khanna, A. (2012). Dynamics of female buying behaviour: a
study of branded apparels in India. International Journal of Marketing Studies, 4(4), 121.
Singh, N. I. R. B. H. A. N., & Sarvanan, R. (2013). A comprehensive study on Female buying
behaviour for apparel Segment in Coimbatore. International Journal of Textile and Fashion
Technology, 3(1), 67-82.

Visser, E. M., & Du Preez, R. (2003). Apparel shopping behaviour-part 2: conceptual theoretical
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15-20.

ANNEXURE