Buying behavior towards Casual wear: a study of Young professionals in Mumbai

Submitted By: to:

Sandeep Kumar Reddy D Student Id: 030101025 Unitedworld School of Business

Submitted
Gautam shukla Professor in Finance Unitedworld School of Business

Acknowledgement
I express my sincere gratitude to my mentor Mr.Gautam Shukla for giving me the opportunity to undergo this project. I further thank my Project Guide Miss. Deepika savant (Dy.marketing manager Raymond Apparel Ltd) for lending a helping hand when it came to solving our problem related to the project. This project would not have been possible without their valuable time and support.

I also thank UnitedWorld School of Business for an opportunity to undertake project at this crucial time in our life in MBA which helped us to understand the topics deeply which were untouched before. Any suggestions to improve are always welcomed.

DECLARATION I undersigned, Mr. Sandeep Kumar Reddy D that this project report entitled BUYING BEHAVIOUR TOWARDS CASUAL WEAR:A STUDY OF YOUNG PROFESSIONALS IN MUMBAI. is the result of my own research work carried out during April-June 2010. I have not previously submitted this project to any other university for any other examination and for any other purpose by any other person. I will not use this project report in future to use as submission to any other university, institute or any other publisher without written permission of my guide. I also found / caught as defaulter of above declaration. I know that my present or future submission become invalid and may not be permitted to appear in final examination.

Sandeep Kumar Reddy D

CONTENT

i. ii. iii. 1. 2. 3.

Acknowledgement 2 Declaration of the summer Intern . 3 Table of contents 4 Executive summary 5 Introduction 6 Literature .. 7 3.1 Indian Apparel Industry .. 7 3.2 Mens Apparel .. 8 3.3 Apparel Retailing . 13

4. Research Objective 14 4.1 objective .. 14 4.2 Consumer behaviour group 15 5. Market Research.. 16 5.1 Types of Market research 16 5.2 Research methods 23

6. Analysis 32 7. Conclusion 8. Bibliography 43 44

Executive summary

This research as name suggests Buying behavior towards Casual wear: A study of Young professionals in Mumbai. finds out the behaviour of consumer.In This research I took 52 consumers(aged between 25 to 35) as sample for research made questioner and filled up 50 samples and got 2 audio interviews. I took the samples from 4 different malls in four different places in Bombay namely Phoenix Mall in lower parel ,Inorbit Vashi,Inorbit Mallad and Quorum Mall in Thane. I divided the entire sample into two groups Married and unmarried. This is to find the difference in their buying behaviour. From the research I concluded that consumer are not loyal toward any brand,though they know many barnds.Most important factor to buy any casual is comfort & style. After that they opt for Brand name and the location of the purchase. As there are more brands to choose, it is very important for a brand to be visible in the market. Aggressive marketing campaigns are must for this. And also the prices and discounts should be attractive.

Introduction

Gone are the days when a government employee goes to office in formal . It seems that the athletic man with flair has stolen a march over the 'Complete Man'. The growth in casual and sportswear is said to be outpacing the formal wear segment, nudging Indian branded apparel makers to design strategies to tap this segment. As the advent of western culture in work places and also the cultural changes bring more casuals into the work places. People want to work comfortable in their offices. Even the bosses are ok with the casuals. ``Today the key word is `comfort and `easy dressing. This is the reason why there has been a proliferation of casual wear brands in the Indian market Young executives also prefer to buy different types of fabric-based garments. The combination of Fabric, Fit and Finish helps in increasing the brand offer to the young executives. The lifestyle culture has now spread from metro cities to other cities. As industrialisation proceeds at a fast clip, many of the smaller cities are also experiencing growth in the corpo-rate sector. In fact, cities such as Chandigarh, Ludhiana, Cochin, Coimbatore, Vizag and Lucknow are growing very fast. . `The young executives in Bombay, Delhi and Bangalore in particular have moved towards a casual dress code outside their workplace. Brands such as Lee & Flying Machine ,Levis & Spykar are lifestyle brands. They represent the international towards a more easy lifestyle. I have no doubt that consumer groups will opt for brands which offer a wide variety of products which support this casual lifestyle both now and in future.

Indian Apparel Industry Apparel is the second largest retail category in India. There are a number of factors that have contributed to a definite swell in apparel market size. The rising affluence of the middle class due to rising disposable income and strong per capita income have considerably helped the industry to move ahead from a commodity level garment purchasing to a life style or a branded level product. Indias domestic market for clothing is

currently worth Euro 20,219 million in 2008. It has registered a steady compounded annual growth rate (CAGR) of 13.6% in the past 5 years. Volume wise, apparel market has grown from 4.8 billion units in 2004 to 5.9 billion units in 2008 at a CAGR of 5.3%. Retail boom in India continues to stimulate consumer demand for apparels and is estimated to grow at the rate of 12-15 per cent annually in terms of growth in rupee value. In fact, reflecting the huge opportunity in this segment, AT Kearney's 'Retail Apparel Index' ranks India as the third most attractive market for apparel retailers. According to the Confederation of Indian IndustryErnst & Young Textiles and Apparel Report 2007, the Indian sourcing market is estimated to grow at an annual average rate of 12 per cent from an expected market size of US$ 22 billion-25 billion in 2008 to US$ 35 billion-37 billion by 2011. More international brands have started queuing up to source from India, through vendors or wholly-owned units. German kids wear brand Kanz, Ireland's biggest linen manufacturer Baird McNutt, and Finnish textile major Ahlstrom are buying into the India garment story. Consumer spending on apparel in India has grown over the last five years, touching the global benchmark of 5 per cent of the total income, according to Consultancy firm MCKinsey. Growth in consumer spending has been sustained on the strength of macroeconomic fundamentals,

MenApparel Industry In terms of Volume Catogery 2006-2007 Shirts Trousers 345,865 206,010 Volume in units(000) 2007-2008 360,300 214,100 15,501 2008-2009 379,680 224,000 16,550 CA GR % 4.7% 4.2% 6.1%

Formalsuits jackets & 14,700

Blazers T-shirts Nightwear,kurtapyjama Innerwear Shawls,Stoles, ons 89,754 83,630 444,580 Wrap- 14,775 94,000 86,150 479,100 15,660 250,700 1,515,511 98,000 90,320 512,570 16,130 263,100 1,600,350 4.5% 3.9% 7.4% 4.5% 4.0% 5.3%

Lungis/ Dhotis & Other 243,400 Men's Apparel Total Menswear 1,442,714

*Technopak Analysis Report

In terms of value Category 2006-2007 Shirts 2110.94 Value in units(000) 2007-2008 2416.41 2008-2009 2644.22 % 11.9% CAGR

Trousers

1473.44

1673.28 570.16

1808.44 626.56

10.8% 11.4%

Formalsuits jackets & 504.53 Blazers

T-shirts Nightwear,kurtapyjama Innerwear Shawls,Stoles, ons

388.28 252.34 400.78 Wrap- 56.25

446.88 282.19 475.94 64.53 452.34 6381.72

477.50 303.75 517.97 72.03 485.94 6936.41

10.9% 9.7% 13.7% 13.2% 7.7% 11.2%

Lungis/ Dhotis & Other 418.75 Men's Apparel Total Menswear *Technopak analysis 5605.31

UNISEX Apparel In terms of volume volume in Units(000) 2006-2007 Jeanswear 51,570 2007-2008 58,200 2008-2009 63,500 CAGR % 11.0%

Woolens: Sweaters, 153,000 Pullovers, Cardigans Casual Blazers, Jackets 19,100 Including Leather Active Sportswear 17,500

157,000 19,900 20,500

163,100 20,879 21,300

3.2% 4.5% 10.3%

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Socks Ties/ Scarves Total APPAREL

250,900 27,180 UNISEX 519,250

264,200 28,250 548,050

280,500 29,250 578,529

5.7% 3.7% 5.5%

*technopak analysis

In terms of value value in Units(000) 2006-2007 Jeanswear 406.88 2007-2008 481.25 2008-2009 515.31 CAGR %
12.5%

Woolens: Sweaters, 510.00 Pullovers, Cardigans Casual Blazers, Jackets 206.41 Including Leather Active Sportswear 112.34

561.09

587.81

7.4%

237.19

256.72

11.5%

155.63

175.16

24.9%

Socks

166.88

194.53

209.38

12.0%

Ties/ Scarves

58.28

67.97

71.88

11.1%

11

Total APPAREL

UNISEX 1460.78

1697.66

1816.25

11.5%

*Technopak Analysis

Future predictions

Mens apparel industry will increase at a CAGR of 14.86% during the two-year period from 2008 to 2010.The demand for ready-made garments in rural India will surge at a

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Predict

CAGR of 16.50% to reach Rs. 42918 Crore by 2010.Increasing at a CAGR of 24%, branded apparel industry for men will cross Rs. 25,000 Crore by 2010.Per capita GDP spending on apparel increased to 5.8% in 2006 from 4.9% in 2003.In 2007, mens apparel industry was mainly dominated by shirts (in value terms) accounting for 36.5% of total mens segment.The Indian fashion industry is expected to rise at a stupendous pace of 22.67% through 2012 from 2007.

Apparel Retailing Apparel retailing, with an estimated annual growth of 12-15 %, is the second largest category in the Indian organised retail sector. Currently India is perceived to have the largest number of retail outlets in the world, with the number of malls predicted to grow two fold by the next year. With India on the radar of many international retailers, the apparel retail category is poised for accelerated growth as major retail developments take place at a drastic pace in many Tier II and III cities. The general pattern of apparel retailing have changed from a made-to-order market, where customers flip through a catalogue of colors, sizes and types of clothing to pick and have it sewn, to a ready-to-wear market with standard fashion elements, design patterns and brands (local and global). Many Indian apparel brands have been appreciated in the international market, as a rising number global players gradually begin to see India as a hub of high quality fashion brands. Apparel retail has seen a great spurt in India as readymade branded apparels become the norm and a much preferred and inevitable choice for the rapidly growing urban populace. At present, mens apparel accounts for nearly 46 % *of the total apparel category, while womens apparel market stands at 17 % and the kids market is pegged at 37 %. Much to the relief of the retailers and manufacturers, the craze for Western and Indo-western wear among the working women is on the rise. Organised retail has so far managed a very little penetration in this vertical, throwing it open for competition among the branded apparel retail players to cleverly exploit the potential market. *Indianretailforum.com

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Research Objective

Objective This market research project is given to me to understand the real environment of the market in which research is conducted. Marketing research, being a very important field of study in management can only be learned through practically working in the markets. The subject of our study is to find out the buying behaviour of young professionals toward casual wear. In my study I defined my market research objective as follows:-

To find the consumer criteria when buying casual wear. Price Brand Influence ( External& internal) Product(style ,color, design, fit, durability) Quality Comfort & easy dressing Decision making styles of the consumer. Brand consciousness Fashion & novelty Quality & perfectionism Price and value consciousness Impulsive Recreational and fun related

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Consumer behaviour groups

Call centre boomers: call centre are now everywhere. Mainly located in metros .these are populated mainly by youngster out of school and college, drawing in their first incomes and levels unheard of never. They are the people who like to flaunt and show what they have. This crowd also lives in separate time zone from others, so they have special needs like socializing and shopping when no one is doing. Young techies: this group also young and want to experiment with the new fashions. As the office environment is changing drastically and people are coming out from the strict formal code of dressing, these people normally wear casual or semi casuals in their office.(it may include working women.) Just married/DINK: these are the people who are newlywed or families with newly born children. This group spend based on family consumption. The buying behaviour, taste, style of the individual changes according to the others influences (namely spouse or children).Also the Dink (double income no kids has more disposable income than the previous group, as both are earning.

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Market Research

Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy. The term is commonly interchanged with marketing research; however, expert practitioners may wish to draw a distinction, in that marketing research is concerned specifically about marketing processes, while market research is concerned specifically with markets. Market research as defined by the International Code on Market and Social Research, includes social and opinion research is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making.

Types of marketing research

Quantitative marketing research

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Quantitative marketing research is the application of quantitative research techniques to the field of marketing. It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive process in which both the buyer and seller reach a satisfying agreement on the "four Ps" of marketing: Product, Price, Place (location) and Promotion. As a social research method, it typically involves the construction of questionnaires and scales. People who respond (respondents) are asked to complete the survey. Marketers use the information so obtained to understand the needs of individuals in the marketplace, and to create strategies and marketing plans.

Qualitative Market Research Qualitative marketing research is a set of research techniques, used in marketing and the social sciences, in which data is obtained from a relatively small group of respondents and not analyzed with inferential statistics. This differentiates it from quantitative analyzed for statistical significance. Qualitative research tools are used primarily to define a problem and generate hypotheses. They are often used as the prelude to quantitative research in order to identify determinants, and develop quantitative research designs. They can be better than quantitative research at probing below the surface in order to understand what drives and motivates behaviour. Because of the low number of respondents involved and the idiosyncratic nature of some data collection methods findings from qualitative marketing research should be applied to larger populations with caution. They are however, very valuable for exploring an issue and are used by almost all researchers at various points during large research campaigns.

In short, most businesses use one or more of six basic methods to perform market research: literature, surveys, focus groups, personal interviews, observation and field trials. The type of data you need and how much money youre willing to spend will determine which techniques you choose for your business.

1. Literature search involves reviewing all readily available materials. These materials can include internal company information, relevant trade publications, newspapers, magazines, annual reports, company literature, on-line databases, and any other published materials. It is

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a very inexpensive method of gathering information, although it generally does not yield timely information. Literature searches take between one and eight weeks. 2. Surveys. Using concise, straightforward questionnaires, you can analyze a sample group that represents your target market. The larger the sample, the more reliable the resultsInperson surveys are one-on-one interviews typically conducted in high-traffic locations such as shopping malls. They allow you to present people with samples of products, packaging or advertising and gather immediate feedback. In-person surveys can generate response rates of more than 90 percent, but they are costly.

With the time and labor involved, the tab for an in-person survey can run as high as $100 per interview.Telephone surveys are less expensive than in-person surveys, but costlier than mail. However, due to consumer resistance to relentless telemarketing, getting people to participate in phone surveys has grown increasingly difficult. Telephone surveys generally yield response rates of 50 percent to 60 percent.Mail surveys are a relatively inexpensive way to reach a broad audience. They're much cheaper than in-person and phone surveys, but they only generate response rates of 3 percent to 15 percent. Despite the low return, mail surveys are still a cost-effective choice for small businesses.Online surveys usually generate unpredictable response rates and unreliable data because you have no control over the pool of respondents. But an online survey is a simple, inexpensive way to collect anecdotal evidence and gather customer opinions and preferences. 3. Focus groups. In focus groups, a moderator uses a scripted series of questions or topics to lead a discussion among a group of people. These sessions take place at neutral locations, usually at facilities with videotaping equipment and an observation room with one-way mirrors. A focus group usually lasts for one to two hours, and it takes at least three groups to get balanced results. 4. Personal interviews. Like focus groups, personal interviews include unstructured, openended questions. They usually last for about an hour and are typically recorded.Focus groups and personal interviews provide more subjective data than surveys do. The results are not statistically reliable, which means they usually don't represent a large segment of the population. Nevertheless, focus groups and interviews yield valuable insights into customer attitudes and are excellent ways to uncover issues related to new products or service development.

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5. Observation. Individual responses to surveys and focus groups are sometimes at odds with people's actual behavior. When you observe consumers in action by videotaping them in stores, at work or at home, you can observe how they buy or use a product. This gives you a more accurate picture of customers' usage habits and shopping patterns. 6. Field trials. Placing a new product in selected stores to test customer response under reallife selling conditions can help you make product modifications, adjust prices or improve packaging. Small business owners should try to establish rapport with local storeowners and Web sites that can help them test their products.

7. Questionnaires. A questionnaire is research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case. The questionnaire was invented by Sir Francis Galton.Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data.However, such standardized answers may frustrate users. Questionnaires are also sharply limited by the fact that respondents must be able to read the questions and respond to them. Thus, for some demographic groups conducting a survey by questionnaire may not be practical. Question types Usually, a questionnaire consists of a number of questions that the respondent has to answer in a set format. A distinction is made between open-ended and closed-ended questions. An open-ended question asks the respondent to formulate his own answer, whereas a closedended question has the respondent pick an answer from a given number of options. The response options for a closed-ended question should be exhaustive and mutually exclusive. Four types of response scales for

closed-ended questions are distinguished:

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_ Dichotomous, where the respondent has two options _ Nominal-polytomous, where the respondent has more than two unordered options _ Ordinal-polytomous, where the respondent has more than two ordered options _ (Bounded)Continuous, where the respondent is presented with a continuous scale A respondent's answer to an open-ended question is coded into a response scale afterwards. An example of an open-ended question is a question where the testee has to complete a sentence (sentence completion item)

Question sequence In general, questions should flow logically from one to the next. To achieve the best response rates, questions should flow from the least sensitive to the most sensitive, from the factual and behavioural to the attitudinal, and from the more general to the more specific. Before designing the questionnaire, many decisions have to be made. These decisions affect the questionnaire, and should be part of the draft plan for a survey. The draft plan should address the following issues: Survey objectives and data requirementsIn order to address the survey's objectives, you should prepare a document that provides a clear and comprehensive statement of the survey's goals, data requirements, and the analysis plan. This document will determine the variables to be measured, and ultimately, the survey questions and response alternatives. When formulating the questions, consult with subject-matter experts and if possible, members of the target audience. Also, examine questions from other surveys on the same or similar topics. This research will provide you with a useful starting point and will help you create appropriate and informative questions. Make certain that the questions are relevant to the survey objectives and information requirements and ensure that there is an established

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rationale behind each question. Also, you should explain how the information gathered from these questions will be used and whether they will be good measures of the required data.

Research Methodology

Meaning of Research Research is composed of two syllables, a prefix re and a verb search. Re means again, anew, over again. Search means to examine closely and carefully, to test and try, to probe. The two words form a noun to describe a careful and systematic study in some field of knowledge, undertaken to establish facts or principles. Research is an organized and systematic way of finding answers to questions. Basic Research and Applied Research

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 Basic research is geared toward advancing our knowledge about human behavior with little concern for any immediate practical benefits that might result. Applied research is designed with a practical outcome in mind and with the assumption that some group or society as a whole will gain specific benefits from the research. The Wheel of Science Theory Hypotheses Observation Empirical Generalization

Hypothesis and Focused Question

In deductive research, a hypothesis is focused statement which predicts an answer to your research question. It is based on the findings of previous research (gained from your review of the literature) and perhaps your previous experience with the subject. The ultimate objective of deductive research is to decide whether to accept or reject the hypothesis as stated. When formulating research methods (subjects, data collection instruments, etc.), wise researchers are guided by their hypothesis. In this way, the hypothesis gives direction and focus to the research. In heuristic research, a hypothesis is not necessary. This type of research employs a "discovery approach." In spite of the fact that this type of research does not use a formal hypothesis, focus and structure is still critical. If the research question is too general, the search to find an answer to it may be futile or fruitless. Therefore, after reviewing the relevant literature, the researcher may arrive at a focused research question.

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Research Process Choosing the research problem Review of related literature Collection of data Interpretation of data Preparing the research report

Research Methods

Action research

Action research is regarded as research that is normally carried out by practitioners (persons that stand in the field of work). It is a method par excel lance for instructors/trainers. It enables the researcher to investigate a specific problem that exists in practice. According to Landman this requires that the researcher should be involved in the actions that take place. A further refinement of this type of research is that the results obtained from the research should be relevant. to the practice. In other words it should be applicable immediately. This means that the, researcher, as expert, and the person standing in the practice, jointly decide on the formulation of research procedures, allowing the problem to be solved Action research is characterized according to by the following four features:

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Problem-aimed research focuses on a special situation in practice. Seen in research context, action research is aimed at a specific problem recognizable in practice, and of which the outcome problem solving) is immediately applicable in practice. - Collective participation. A second characteristic is that all participants (for instance the researchers and persons standing in the practice) form an integral part of action research with the exclusive aim to assist in solving the identified problem. - Type of empirical research. Thirdly, action research is characterized as a means to change the practice while the research is going on. Outcome of research can not be generalized. Lastly, action research is characterized by the fact that problem solving, seen as renewed corrective actions, can not be generalized, because it should comply with the criteria set for scientific character.

Historical research

Historical research, as the term implies, is research based on describing the past. This type of research includes for instance investigations like the recording , analysis and interpretation of events in the past with the purpose of discovering generalizations and deductions that can be useful in understanding the past, the present and to a limited extent, can anticipate the future Historians should consequently aspire to getting to the original events that took place and therefore the researcher is dependent on the availability of documentary sources.

Descriptive research

The term descriptive is self-explanatory and terminology synonymous to this type of research is: describe, write on, depict. The aim of descriptive research is to verify formulated hypotheses that refer to the present situation in order to elucidate it.

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Descriptive research is thus a type of research that is primarily concerned with describing the nature or conditions and degree in detail of the present situation The emphasis is on describe rather than on judge or interpret. According to Klopper researchers who use this method for their research usually aim at: demarcating the population (representative of the universum) by means of perceiving accurately research parameters; and recording in the form of a written report of that which has been perceived. The aim of the latter is, that when the total record has been compiled, revision of the documents can occur so that the perceptions derived at can be thoroughly investigated .Because the total population (universum) during a specific investigation can not be contemplated as a whole, researchers make use of the demarcation of the population or of the selection of a representative test sample.

Test sampling therefore forms an integral part of descriptive research. In descriptive research the following steps should be included: Problem selection and problem formulation. The research problem being tested should be explicitly formulated in the form of a question. Literature search. Intensive literature search regarding the formulated problem enables the researcher to divide the problem into smaller units. Problem reduction. Hypothesis formulation. Test sampling. The researcher should determine the size of the test sample.

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 Information retrieval. The application of appropriate information retrieval techniques to comply with the criteria set for authenticity and competency, is relevant. General planning. Any research requires sound planning. Report writing. The report entails the reproduction of factual information, the interpretation of data, conclusions derived from the research and recommendations. You should make sure that you understand the meaning of the terminology used. Consult the recommended sources for detailed explanations. However, further reference must be made to aspects related to test sampling. Test sampling As mentioned previously, when descriptive research is exposed, demarcation of the population become unavoidable. Test sampling therefor forms an integra! part of this type of research. Two important questions arise frequently when test sampling is anticipated by researchers, namely: How big should the test sample be?

- What is the probability of mistakes occurring in the use of test sampling (instead of the whole population)?

Special care should be taken with the selection of test samples. The results obtained from a survey can never be more authentic than the standard of the population or the representatives of the test sample, according to Klopper The size of the test sample can also be specified by means of statistics. It is important for the researcher to bear in mind that it is desirable that test sampling be made as large as possible. The most important criterium that serves as a guideline here, is the extent to which the test sample corresponds with the qualities and characteristics of the general population being investigated. The next three factors should be taken into consideration before a decision is made with regard to the size of the test sample:

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What is the grade of accuracy expected between the test sample and the general population? What is the variability of the population? (This, in general terms, is expressed as the standard deviation.) What methods should be used in test sampling?

Bias saying When you attempt descriptive research, you should take care that the test sample reflects the actual population it represents. The following example holds validity for the latter: you cannot make a statement regarding all first-year students if you do not include all first-year students in your research. If you do make such a statement, you have to select enrolled firstyear students at all the tertiary institutions or a balanced proportional manner, and include the latter when you select your test sample for your research.Landman points out that, when a test sample does not truly represent the population (universum) from which it is drawn, the test sample is considered a bias sample. It then becomes virtually impossible to make an accurate statement or to predict about the population.

Experimental research

This type of research is known in literature by a variety of names. Synonyms are, for instance: the cause and consequence method, before and after design, control group design and the laboratory method. Landman summarises experiential research when he states that it is research designed to study cause and consequence. A clear distinction between the terms experiment and experimental research should be evident. In the former there is normally no question about the interpretation of data in the discovery of new meaning. Experimental research, however, has control as fundamental characteristic. The selection of control groups, based on

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proportional selection, forms the basis of this type of research. Experimental research is basically the method that can be applied in a research laboratory. The basic structure of this type of research is elementary: two situations (cause and consequence) are assessed in order to make a comparison.

Following this, attempts should be made to treat the one situation (cause) from the outside (external variable) to affect change, and then to reevaluate the two situations. The perceivable changes that occurred can then be presumed as caused by external variables. Control group Because: control is a fundamental characteristic of this type of research, control groups are a prerequisite. Control groups are selected from a group of selected persons whose experience corresponds with that of the experimental group. The only difference is that they do not receive the same treatment (Landman 1988: 58). Variable In order to do experimental! research, it is necessary to distinguish clearly between the terms dependent and independent variables. In experimental research it is a prerequisite that the researcher should be able to manipulate the variable and then to assess what the influence of the manipulation on the variable was.A variable is any characteristic (of man or his environment) that can take on different values. Objects are usually not considered as variables - but their characteristics are. As example the following can be considered: a transparency is not a variable (it is an object). The characteristics of the transparency are variables, for example the colour, design etc. In other words, a transparency as an object can take on different values.

Independent variable According to Landman the independent variable is the circumstances or characteristics which the researcher can manipulate in his effort to determine what their connection with the observed phenomenon is. This means that the researcher has direct control over the variable. As example of an independent variable, is study methods.

Dependent variable

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The dependent variable, on the other hand, is the circumstances or characteristics that change, disappear or appear when the researcher implements the independent variable. For example, learning content that should be mastered (student performance) is the dependent variable, while the manipulation of study methods by means of different teaching methods, is the independent variable.

Internal and external validity The importance of control in conducting experimental research has been pointed out earlier. A further pre-requisite for this type of research is validity.Validity is a term used in research methodology that indicates the extent to which a test complies with the aim it was designed for . Internal validity Internal validity means that the perceived difference in the independent variable (characteristics that change) is a direct result of the manipulation of the obtained research results, and therefore possible to conclude. In experimental design, emphasis is placed on the way in which reference between independent and dependent variables should not be confused by the presence of uncontrolled variables External validity External validity means that the results of the experimental research should be applied to a similar situation outside the experimental design. The results of the experimental research can then be confirmed in similar situations.

Ex post facto-research

Experimental research, where the researcher manipulates the independent variable, whilst the dependable variable are controlled with the aim of establishing the effect of the independent variable on the dependable variable, is also applicable. The term ex post facto according to Landman is used to refer to an experiment in which the researcher, rather than creating the treatment, examines the effect of a naturally occurring

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treatment after it has occurred. In other words it is a study that attempts to discover the preexisting causal conditions between groups.It should, however, be pointed out that the most serious danger of ex post facto-research is the conclusion that because two factors go together, one is the cause and the other is the effect.

Jacobs et al. refers to the following procedures when conducting ex post facto-research: The. first step should be to state the problem. Following this is the determination of the group to be investigated. Two groups of the population that differ with regard to the variable, should be selected in a proportional manner for the test sample. Groups, according to variables, are set equal by means of paring off and statistical techniques of identified independent and dependent variables. Data is collected. Techniques like questionnaires, interviews, literature search etc:. are used to determine the differences. Next follows the interpretation of the research results. The hypothesis is either confirmed or rejected. Lastly it should be mentioned that this type of research has shortcomings, and that only partial control is possible.

Other Methods Case and field method: to study intensively the background, current status, and environmental interactions of a given social unit. Correlational method: to investigate the extent to which variations in one factor correlate with variations in one or more other factors based on correlation coefficient.

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 Casual-comparative or Ex post facto method: to investigate possible cause-and-effect relationships by observing some existing consequence and looking back through the data for plausible casual factors. True experimental method: to investigate possible cause-and-effect relationships by exposing one or more experimental groups to one or more treatment conditions and comparing the results to one or more control groups not receiving the treatment, random assignment being essential. Quasi-experimental method: to investigate the conditions of the true experiment in a setting which does not allow the control or manipulation of all relevant variables. Action research: to develop skills or new approaches and to solve problems with direct application to the classroom or other applied setting.Parametric Analysis Description and examination of relationships between different parameters, such as energy and economic factors. It is an excellent way to get accurate information about the influence of all parameters on the design objectives, such as system performance with respect to other variables. Together with sensitivity analysis, it enables the engineer to identify the key parameters and know where the focus should be.

Sensitivity Analysis It is the study of how the variation (uncertainty) in the output of a mathematical model can be apportioned, qualitatively or quantitatively, to different sources of variation in the input of a model. In more general terms, uncertainty and sensitivity analyses investigate the robustness of a study when the study includes some form of mathematical modeling. While uncertainty

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analysis studies the overall uncertainty in the conclusions of the study, sensitivity analysis tries to identify what source of uncertainty weights more on the study's conclusions. It looks at the effect of varying the inputs of a mathematical model on the output of the model itself. Sensitivity tests help people to understand dynamics of a system.

Analysis of Data

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In this research I took 52 sample aged between 25 t0 35. And I divided it in to age groups one aged between 25 to 28 (un married),and another aged between 29 to 35(married).

1) What does casual wear mean to you? Joy Style Comfort Freedom

Comfort is the main factor that connects them with the casual wear. Most of the married men opted for comfort & style. Unlike married men, unmarried men chosen Joy and freedom along with the other 2 options .

2) What kind of clothing is casual to you? __________________________________________________________

Jeans & T-shirt, Cool & Trendy, Comfort & relaxation are the responses that came from the sample. Here also many people opt for comfort.

3) Where do you like to wear them?(can go for multiple ticks)

Office

Personal events

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Office 19

Personal Events 14

Holidays 33

Home Wear 10

Holidays

Home wear

Holidays are the main days where people wear casuals. Then comes the office where casuals are used for Fridays.The table contains number of ticks got for that particular option.

4) Which brands do you prefer to wear?

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5) Rate the casual brands you buy in terms of value(1 to 4,1-being highest 4-being lowest) Comfort ( ) High on style ( )

Brand \ Rank 1 Comfort High on style Quality Brand Name Quality ( ) 37 13 25 15 2 6 20 10 9 Brand Name ( ) 3 9 7 10 4 2 3 3 11

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Here customers gave same rank to more than one attribute.here also customer made comfort as their first choice.Comfort and Quality was give first rank by many of customer who are more than 28 and married also.High on style and brand got first rank by people aged between 25 to 28.

6. Where do you buy your casuals? Exclusive brand outlets Multi brand outlets Specify others_____________

Many of the customers opted for Multi branded outlets.As many brands will be available at single roof,people want to shop their casual from MBOs .

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7. How often do you go for shopping?

The number of people who opted for weekly and monthly are more from aged between 25 to 28 and that too unmarried. most of the aged (i.e aged between28 to 35) opted for quarterly purchase.

8. Do you plan your purchase?

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married

Un married

Yes

10

no

13

15

This got a mixed review .many of the people said they didnt planned any purchase .its only their impulsive urged to purchase when they see clothes while window shopping.

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9. How much do you spend on single purchase? Rs 500 -1000 Rs2000-5000 Rs1500-2000 >Rs 5000

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1 4

10. What is the source of influence of your purchase(multiple ticks) Peers Celebrities Media Family

Many of the customer who are agd between 28 to 30 and married are mainly influenced by family and media.but the other age group mainly opted for peers and celebrity influence.

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11. What makes you shift the brand?

Design & quality Styles ,pattern, Fits Comfort ,discomfort & feel Need for Variety Pricing Brand Image

These are the answers given by many of the customers. Though these factor are not in any order. Many customer wrote more than one of the above. from the above list we can find out the buying behavior of the customer

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12. Will the price tag affects your buying?

married

Un married

Yes

11

Sometimes

11

11

Never

Price tags do affect the buying behaviour of a consumer.And its effect is more on married(aged between 28 to 35) guys than un married(25 to 28).

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Conclusion & Recommendations

From this Research I came to know that young professionals want to be comfortable while they are working, so they are readily accepting casual wear into their office atmosphere. Though in some jobs its only for Fridays, jobs which are creative like advertising sector & media are going for casuals every day. As my analysis showed that comfort is the main factor to wear casuals, many customers wear casuals as party and club wear also. With number of brands increasing in the market, consumers are confused with huge information. Though there are good brands names in the market with great styles, they are opting for brand which gives comfort along with attractive price tags. For many consumers brand name is not a factor to buy casuals. Consumer wants many brands at single place. Because they want to compare all brands at same time. Consumer who goes to multi branded out is not a brand loyals.if he feels something is good for him he purchases it. Raymond is famous for its Suits and formal wear. And its serves as a premium brand. Though it has casual brand parx under it, the recall for this brand is very poor because of its price and advertising visibility. People who are very loyal to Raymond are the one who buys it. Though parx is youth centric, its not that effective compared to other brands. Raymond also has another casual wear brand called colorPlus which serves for middle and upper middle class. But in my survey I came to know that only few people have knowledge about colorplus.and majority dont even know that it is under Raymond. More over colorplus is not youth centric brand.

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Bibliography

1. Kwan C.Y. , Yeung K.W. , Au K.F. Decision-Making Behaviour Towards Casual Wear Buying: A Study of Young Consumers in Mainland China . JOURNAL OF MANAGEMENT & WORLD BUSINESS RESEARCH, Vol 1, No 1, 2004

2. Ahmad Z.U., Ghingold M., Dahari Z. (2007), Malaysian shopping mall behavior: exploratory study, Asia Pacific Journal of Marketing and Logistics, volume 19, number 4, 331-348.

3. Arnold M.J., Reynolds K.E. (2003), Hedonic shopping motivation, Journal of Retailing, volume 79, 77-95.

4. Assael, H.(1987),Consumer behavior and marketing action, 3rd

ed,, Kent Publishing Company, Boston, MA.

5. Technopak Analysis Report

6. Fiber2fashion.com

7. Imagefashion.com

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