A Study of Consumers changing lifestyle Pattern in the Branded V/S Unbranded Male Readymade Garment Market Dr. D.S.

Chaubey Abstract: At the start of new century the country is witnessing the rapid expansion of marketing activities. The life style marketing has emerged as one of the important strategy for marketer to attract consumer to its offer. The study of lifestyle is interdisciplinary. This influencing factor relates to the way we live through the activities we engage in and interests we express. In simple terms it is what we value out of life. There is no way of understanding global environmental change without understanding modern consumption and lifestyle patterns. Lifestyle is often determined by how a consumer spend his time and money. It draws on a variety of disciplines such as anthropology, psychology, sociology and economics. Marketing uses this eclectic approach for segmenting, targeting and positioning which forms the core of marketing strategy. Because lifestyle refers to the way in which people live and spend money, consumers psychographic profiles are derived by measuring different aspects of consumer behaviour such as Products and services consumed their Activities, interests and opinions Value systems , Personality traits and self-conception and Attitude towards various product classes. The present study aims to explore the customer preference in purchasing readymade garment. The study indicates the high association of purchase pattern of readymade garment with the age and income of the respondents.

About the Author: Author is M.B.A and Ph.D in Marketing Management . He has authored more than 20 research papers for variouss national and international journals of repute and also participated in many national and international level of conferences and seminars. Presently he is working with Omkarananda Institute of Management and Technology, Rishikesh. His areas of interest is: Marketing Management; Consumer Behaviour, Project Management; Sales and Distribution Management and General Management. Contact: Dr. D. S. Chauby, Assistant Professor Omkarananda Institute of Management and Technology (OIMT) P .O. Sivanada Nagar, Muni Ki Reti Rishikesh-249192 (Uttrakhand), India Ph: 09411712859 e-mail: chaubeyds@yahoo.com 1

A Study of Consumers changing lifestyle Pattern in the Branded V/S Unbranded Male Readymade Garment Market Introduction: In modern time, "Lifestyle Marketing" has become the one of the important merchandising strategy to engross customers. We use the term lifestyle in order to frame consumption behavior of the customer. A lifestyle is a syndrome of social situation, social practices, and mentalities (attitudes, values) at the level of social systems. Individual behaviors, routines and tastes are located at the micro-level of everyday life, and general or average ways of doing things refer to a way of life at the macro-level. Lifestyle has a psychological influence that affects buying behavior reflecting a person's choice of how to spend time and money and the attitudes and values attached to these behavioral patterns. This influencing factor relates to the way we live through the activities we engage in and interests we express. In simple terms it is what we value out of life. Lifestyle is often determined by how we spend our time and money. Products and services are purchased to support consumers lifestyles. Marketers have worked hard researching how consumers in their target markets live their lives since this information is key to developing products, suggesting promotional strategies and even determining how best to distribute products. It is a pattern of living that is articulated through activities, interests, and opinions percentage and affected by demographics like a person's age, education, income, social class etc. Lifestyle marketing attempts to group customers according to some amalgamation of three categories of variables Activities, Interests, and Opinions (AIO) and identifies the potency of a customer's chosen lifestyle for determining the sort of products to be purchased and the specific brands that are further likely to appeal to the chosen lifestyle segment. Lifestyle marketing has assumed a new paradigm in today's competitive business world. Lifestyle Marketing necessitates and works best when companies are able to connect with the lifestyle of their existing and potential customers by developing effective marketing strategies that seamlessly fit their way of living. It provides tremendous opportunities to the companies to directly target a specific type of consumer who will most likely be an enthusiast of the company's specific products and thus, provide a competitive business advantage to the company and generate more business. The companies have to be constantly attentive and tuned in to the simple reality, that understanding consumers and reflecting their AIO through sound message is what really builds for successful Lifestyle Brands and Lifestyle Marketing.

Review of Previous Literature: Life style is a social phenomenon. This is the way a person (or a group) lives. This includes patterns of social relations, consumption, entertainment, and dress. A lifestyle typically reflects an individual's attitudes, values or worldview. Having a specific "lifestyle" means engaging in a characteristic bundle of behaviors that makes sense to both others and the self in different times and places. Therefore, a lifestyle can be used to forge a sense of self identity and to create cultural symbols for the way a person is. The behaviors and practices within lifestyles are a mixture of habits, conventional ways of doing things, and reasoned actions. Thomas Tan Tsu Wee, in his study on exploration of a global teenage lifestyle in Asian societies , found that each generation of teenagers has its own global culture shaped by the familiar Western themes and values brought via the mass media. In addition there is the national culture and shared historical experiences which can only heighten social and cultural complexity in understanding the consumer culture of teenagers. In business, "lifestyles" provide a means of targeting consumers as advertisers and marketers endeavor to match consumer aspirations with products. Lifestyles are group specific forms of how individuals live and interpret their lives in a social context. Lifestyle research needs a double perspective/methodology: observer and participant. We live our lives, and others observe it (by the way: other social actors, not only scientists), but we need to make sense of our actions and frame them in a more or less personally interpreted (sub-)cultural framework. There is a shift from production to pleasure (Schipper 1997) prolongs, especially if we take the developing world into account. Alvin Toffler predicted an explosion of lifestyles ("subcults) as diversity increases in postindustrial societies. Currently, the luxury market is taking a new direction with unprecedented demand coming from Asian countries, and thus research has focused on the cross-cultural comparison of attitudes toward the luxury concept (Duboisand Laurent 1996; Dubois and Paternault 1997) and the comparison of motivations between Asian and Western societies (Wong and Ahuvia 1998). However, these studies have focused on only some aspects of prestige-seeking consumer behavior. Although researchers agree that the study of prestige goods is interesting and important, there is currently little agreement about how best to define, and hence understand, the psychology of prestige-related consumer behavior. "Status brand strategies are intuitively recognized by marketing professionals and practitioners. However, there is little literature on the topic reported in scientific journals" (Andrus, Silver, and Johnson 1986). Mahajan and Singh (1997) studied the impact of media on lifestyle of adolescents in the age group of 12-18 years of age and found that media especially television and satellite channels certainly affected the lifestyle of individuals. They tend to buy the product advertised by media, irrespective of its cost. The way of presentation mattered in case of food items whereas in case of clothing, designer label mattered. The Signs of improving lifestyle patterns are becoming visible in Indian societies, with the per capita expenditure registering phenomenal growth. According to the 61st National Sample Survey Organisation 3

(NSSO) report (July 2004-June 2005), there is boom in readymade clothing sales, the report finds that tailoring expenses per person have seen a dramatic fall in both rural as well as urban India. The fall in rural areas has been around 26 per cent and 33 per cent in urban areas; the number of households per 1,000 incurring tailoring costs during a 30-day period in both areas shrunk by about one-third since 1999-2000. The fall, however, has seen that the per capita expenditure on readymade garments rise by 63 per cent in both rural and urban areas. In the current cut-throat business environment, marketers have to keep pace with the changing consumer behavior and with peoples' lifestyles. Consumers have to be drawn in through novel marketing techniques, as customers no longer buy products the way they used to do in the past. Increased disposable income of the consumer and the role of brands and products in consumer lifestyles, are crucial factors leading to important changes in consumer behavior. A study of the lifestyle behavior of the consumer provides valuable insights that can guide companies' marketing and advertising strategies. Objectives and Methodology The present paper aims to study what customer prefers in purchasing readymade garment. But the main objective of the present study is to find out what factors make the customers satisfied and what makes them dissatisfied while selecting readymade garments. On the basis of review of literature, a null hypothesis was also formulated. It was hypothesized that Factors Influencing consumers in their purchase decision are not associated with their demographic characteristics. Another hypothesis includes; the promotional technique influenced the consumers purchase decision is not associated with age and income To attain these objectives and test the hypothesis, a random survey of 250 customers located in Dehradun city were administered. To collect the necessary information, various parameters were developed with the help of literature. The responses to these parameters were gathered, coded, tabulated and analyzed. To measure the intensity of parameters Likert 5 point scale was used. To test the hypothesis 2 test was applied. . Table 1 indicates the profile of respondents.

Categories Gender Male Female From 15-30 Years 31-45 years Above 45 years Below Matric Below graduation Post Graduation Professional Qualification Upto Rs.10000PM Rs.10000-15000PM Above Rs.15000PM Married Unmarried

Age Education Level Monthly Income Marital Status

Coun t 141 109 133 79 38 24 133 53 40 112 76 62 155 95

Percentage 56.4 43.6 53.2 31.6 15.2 9.6 53.2 21.2 16.0 44.8 30.4 24.8 62 38

Above table No. 1 indicates that sample male categories in the age group of 15-30 years having education upto is dominated by

graduation . Occupation Service 139 55.6 Business 53 21.2 table also Unemployed 26 10.4 reveals that Students 32 12.6 majority of the respondents falls in the serving class, married categories and earning upto Rs. 10000PM Consumers choice on readymade garments and stitching of clothes Table No 2 Sl no (a) (b) (C) Nature of product Readymade garments stitched cloth Both readymade garment and stitched cloth Total clothes of their choice. An attempt was also made to assess the relationship between consumers preference on purchase of readymade with their age and income. Number of respondents 105 70 75 Percentage 42 28 30 The above table no 2 indicates that 40% consumers are purchasing readymade garments. Whereas 28% respondents prefers stiched cloths and 30 % is agreeing with the option for purchase of both readymade garments 250 100 and stitching of clothes of their choice.

It reveals that majority of consumers like to purchase both readymade garments and stitching

Table no 2-A readymade garments stitched cloth Both Total response in age group 133 79 38 250 Calculated value of chisquare equals to 2.318534. Chisquare value at 5% significance level and 4 degrees of freedom is 9.488. As calculated value of chisquare is much lesser accepted consumers choice on purchase pattern is not associated with their age group. Table No 2-B Consumers Preference with Income revealing than the that critical value, null hypothesis is

Age Group

15-30 53 41 31-45 34 22 Above 45 18 7 Total 105 70 Chi Square Value = 2.318534

39 23 11 75

Income Group Upto Rs10000PM Rs. 1000115000 Above 15000

readymade garments 42 32 31 105

stitched cloth 44 23 3 70

Both

Total

Calculated value of chi-square equals to 25.2088 Chi-square value at 5% significance level and 4 degrees of freedom is 9.488. As calculated value of chi-square is much larger than the critical value, null

26 21 28 75

112 76 62 250

Total Chi Square Value = 25.2088

hypothesis is rejected indicating that consumers behaviour of purchasing only gents readymade garments or purchasing both readymade garments and stitching clothes of their choice is associated with income group. Consumers Choice on Branded and Unbranded Shirts An attempt was made to assess the preferences of consumers whether they prefer branded or unbranded readymade garments. For this purpose, consumers were asked to give their opinion about their choice on branded and unbranded readymade garments. The information is presented in table No. 3.

Consumers preference on branded Vs unbranded Garments Table no 3 Sl No. A B Consumers Choice Total number of respondents Percentage Table 3 indicates that among the consumers of gents readymade garments, only 28.4% prefer unbranded readymade garments.

Unbranded 71 Whereas 71.66% of consumers preferes Branded 179 71.6 branded gents readymade garments to meet Total 250 100 their requirements. Analysis significantly highlights that sample is dominated by those respondents who use to prefer branded shirts. An attempt is made to analyse the degree of association of consumers choice between branded and unbranded readymade garments with their age and Income. Results are shown in table 3- A. Consumers choice on branded and unbranded readymade garments with age Table no 3-A

Choice Age Group 15-30 31-45 Above 45 Total

Unbranded

Branded

Total

Tabulated value of chi-square at 5% significance level and 2 degrees of freedom is equals to 14.53257 calculated value of Chi-square values at

27 35 9 71

106 133 44 79 29 38 250 179

5% significance level and 2 degrees of freedom is 5.99. As calculated value of chi-square is much larger than the critical value, null hypothesis is rejected indicating that unbranded and associated with age. consumers choice on garments are branded

Chi Square = 14.53257

Table 3.B

Consumers Choice On Branded And Unbranded Readymade Garments With Income Unbranded Branded Total 64 112 76 63 52 62 179 250 Calculated value of chi-square equals to 20.87111Chi-square 48 13 10 71 values at 5% significance level and 2 degrees of freedom is 5.99. As calculated value of chi-square is much larger than the critical value, null hypothesis Consumers Unbranded is rejected On indicating Branded that And is Choice

Income Group Upto 10000PM 10001 15000 PM Above 15000PM Total Chi Square = 20.87111 associated with their

Readymade Garments

Consumers Choice on Cost of Garments An attempt is made to analyse consumers choice on cost of gents readymade garments they prefer to purchase. Analysis has also done on consumers preference on cost of garments and how much a consumer would like to spend for a readymade garment. For this purpose, consumers were asked to give their opinion about their choice on cost of readymade garments, they prefer to purchase. Table 4 Sl No A B C D Cost Less than Rs. 200 201 400 401 600 Above 600 Total Consumers choice on cost of readymade garments. Number of Respondent 53 79 67 51 250 Percentage 21.2 31.6 26.8 20.4 100 Above table indicates that maximum number of consumers, i.e. 31.6% like to purchase readymade shirt with cost ranging from 201-400. Next preferred cost by the consumers are 401-600 with 26.8% and remaining 21.2% and 20.4% consumer

prefer a shirt of cost less than 200 and above 600 respectively. It reveals that dominant preferred cost range for consumers is between Rs. 201-400. An attempt is also made to analyse association of attributes on cost of readymade garments with age and income.. Table no 4 A Association of attributes on cost of readymade garments with age Age Group Less than Rs 201 400 200 401 - 600 Above 600 Total

15-30 133 33 41 37 22 31-45 79 16 23 19 21 Above 45 38 4 15 11 8 Total 53 79 67 51 250 Chi Square = 6.61772 Chi-square test can be used to test the hypothesis that cost of readymade garment choose to purchase by consumers is not associated with age group. Calculated value of chi-square equals to 6.61772 Chi-square value at 5% significance level and 6 degrees of freedom is 12.59. As calculated value of chisquare is much lesser than the critical value, null hypothesis is accepted indicating that consumers choice on cost range of readymade shirt is not associated with age. Table No.4-B Income Group Association of attributes on cost of readymade garments with income Less than Rs 200 28 14 11 53 201 400 52 15 12 79 401 - 600 10 39 18 67 Above 600 Total 22 112 8 76 21 62 51

Upto 10000PM 10001 15000 PM Above 15000PM Total Chi Square = 53.59399

250

Chi-square test can be used to test the hypothesis that cost of readymade garment choose to purchase by consumers is not associated with income group. Calculated value of chi-square equals to 53.59399 Chi-square values at 5% significance level and 6 degrees of freedom is 12.59. As calculated value of chi-square is much larger than the critical value, null hypothesis is rejected indicating that . consumers choice on cost range of readymade shirt is associated with income. 5 Effective Media of Advertisement on Gents Readymade Garments An attempt was made to find out the effective media of advertisement for gents readymade garments. For this purpose, consumers were asked to give their opinion about the media which gives maximum exposure to gents readymade garments through advertisement. The information is presented in table below. Most Effective Media of Advertisement Sl No. A B C D E F Media Television News paper Magazine Radio Hoarding & Banner Cinema Hall Total Number of Percentage 62 10 14 06 06 02 100 It reveals from the study that television is the most effective media for the advertisement of readymade garments as it was indicated by almost two third respondents in the sample. respondents 155 25 35 15 15 05 250

6. Factors influencing consumers decision while purchasing gents readymade garments. Sl No A B C D E Factors Advertising Friends Brand Loyalty Family Self Assessment Total Number of Percentage respondents 50 35 45 15 105 250 20 14 18 6 42 100

Study shows dominant influencing factor while purchasing is self-assessment. Advertisement, brand loyalty, friends and family members respectively are followed by self-assessment.

An attempt is also made to assess the association of attributes of factors influenced in consumers decision while purchasing gents readymade garments with age and the same data is indicated in the table below. Table no 6 A Age group wise influence of five factors in purchase decision. Age Group Advertisem ent 37 12 1 50 = 26.23808 Friends Brand Loyalty 26 12 7 45 Family Self Assessment 44 43 18 105 Total

15-30 31-45 Above 45 Total Chi Square

15 12 9 35

11 0 4 15

133 79 38 250

Chi-square test can be used to test the hypothesis factors influencing consumers in the purchase decision are not associated with age group. Here Chi-square test statistics (X2) = 26.23808Critical value at 5% level of significance with 8 degrees of freedom equals 15.51As calculated value of Chi-square is lesser than the critical value, null hypothesis is accepted indicating that factors influencing the purchase decisions are associated with age group of consumers. Table no 6 B Income group wise influence of five factors in purchase decision Income Group Advertiseme Friends nt 17 23 10 50 Total Chi Square = 24.75748 Chi-square test can be used to test the hypothesis, factors influencing consumers in their purchase decision are not associated with income group. Here Chi-square test statistics is 24.7574. the tabulated value of Chi-square at 5% significance level with 8 degrees of freedom equals 15.51.As the calculated value of chi-square is much more than the critical value null hypothesis is rejected indicating that factors influencing consumers purchase decision are associated with income. 7 Promotional Techniques and Consumers An attempt is made to know about the Promotional techniques preferred by consumers while purchasing gents readymade garments and the same is tabulated in the table below. 10 35 23 4 8 45 Brand Loyalty Family Self Assessment 12 01 2 15 105 Total

Upto 10000PM 10001 15000 PM Above 15000PM

15 14 16

45 112 76 34 26 62 250

Table no 7 Promotional techniques preferred by consumers. Sl No A B C D Scheme Gift Guarantee for fixed period Seasonal / Special Offer Discount Total response Number of respondents 25 75 90 60 250 percentage 10 30 36 24 100 Table indicates that

dominant scheme, which like most by consumers is guarantee for a fixed period with 30% of response. 36% of consumers like special / seasonal offer. Similarly 24% like discount and only 10% consumers like gift

scheme. So the dominant scheme which consumers like most are guarantee of the garment for a fixed period. An attempt is also made to know about the association of attributes of promotional techniques with age and income. The same is indicated in the table No 7A below. Table no 7A Association of Attributes of Promotional Techniques with Age Group Age Group 15 30 31 45 Above 45 Total Gift Guarantee Special / Seasonal offer 59 24 7 90 Discount Chi-square can be used to test the hypothesis the promotional technique influenced consumers 133 purchase decision making 79 is not associated with age 38 group. Here calculated 250 value of chi-square equals to 29.91101171 Chisquare at 5% significance level and at 6 degrees of freedom equals to 12.59. As calculated value of indicating that promotional offer is Total

13 8 4 25

32 36 7 75

29 16 20 60

Chi Square = 29.91101171

chi-square is lesser than critical value, null hypothesis is rejected closely associated with their age. Table no 7B Association of Attributes of Promotional Techniques with Income. Income Group Upto 10000PM 10001 15000 PM Above 15000PM Gift 2 8 10 Guarantee

Special / Seasonal Discount Total offer 112 22 42 30 76 22 20 14 62 12 18 0 75 90 60 250

25 Total Chi Square = 35.39576428

Chi square test can be used to analyse the hypothesis the promotional technique influenced consumers purchase decision making is not associated with income group. Here calculated value of chi-square equals to 35.39576428 Chi-square at 5% significance level and at 6 degrees of freedom equals to 12.59. As 11

calculated value of chi-square is much larger than critical value, null hypothesis is rejected indicating that various sales promotional scheme is closely associated with the income level of the respondents. 8 Importance of Different Properties / Qualities of Readymade Garments to Consumers An attempt is made to know about the consumers attitude towards some qualities / properties of gents readymade garments. For this purpose, respondents are instructed to tick any five rating starting from 1 indicating least important to the mentioned quality and 5 indicating very important. Positional weightage method is used to know the weightage given by all respondents to each indicated qualities / properties (brand name, price, stitching, quality, latest trend and comfort). It is calculated by using the equation Net Weightage equal to sum of each positional weight multiplied by total response of respective positions by respondents. Then net weightage is compared with each other to get a conclusion. Results are shown in table below. Table No 8Consumers rating on different property / qualities of gents readymade garments. Sl No 1. 2. 3, 4. 5. 6. Property/ Quality Brand Name Price Stitching Quality Latest Trend Comfort 1 16 20 4 2 36 12 2 28 12 6 10 48 12 3 40 40 20 18 40 20 4 48 44 5 68 84 Weightage Rank 724 05 760 04 870 02 880 01 600 06 840 03

56 114 46 124 32 44

36 120

It reveals from the study that all properties / qualities of a readymade garment, brand name, price, stitching, quality, latest trend and comfort are important to consumers. But compared to all other properties / qualities mentioned above, quality of the garment is much important to consumers. 9 Brand Awareness and Brand Preference of Consumers of Gents Readymade Garments in An attempt is made to analyse brand awareness and brand preferences of consumers in Dehradun City. Table below shows consumers brand awareness and brand preference level of gents readymade garments. Dehradun City

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Table No.9

Brand awareness level of gents readymade garments in Dehradun. Analysis presented in table below indicate that maximum consumers, i.e. 88% consumers are aware of the brand name Raymond. Whereas 66%, 58 %and 58% consumers respectively are aware of the brand name Peter England, Zodiac and Vivaldi respectively. Similarly secured 55%, 48%, 47%, 42% and 40% are and respondents aware Polo brand with of respectively Pantaloon

Sl No A B C D E F G H I J K L M N o p Q R S T U

Brand Name Raymond Vincent Cambridge Pantaloon Zodiac Peter England Vivaldi Luis Philip Oxemburg Allen Solley Polo Charlie Cotton Country Couton Henry Hill Arrow Taleta Osho Rough&Tough Adidas Puma

No of Respondents 176 32 110 84 116 132 116 96 94 48 80 116 126 82 52 56 52 50 122 286 32

Percentage 88 16 55 42 58 66 58 48 47 24 40 58 63 41 26 28 26 25 30.5 71.5 39.5

Cambridge, Luis Philip, Oxemburg, readymade garments. On the similar pattern, 28% , 26%, 26%, 25%, 24% and 16 % respondents respectively are aware with Arrow ,Henry Hill,

Taleta, Osho, Allen Solley and Vincent brand of readymade garments. Analysis significantly highlights that Raymond have created the better brand awareness in the mind of consumers as it was indicated by most of the respondents in the sample. 10 Most Preferred Brand of Readymade Garments Sl No A B C D E F G H I J K L M N O Brand Name Raymond Vincent Cambridge Pantaloon Zodiac Peter England Vivaldi Luis Philip Oxemburg Allen Solley Cotton Country Henry Hill Arrow Taleta Osho Number of respondents 28 4 18 16 16 26 22 18 8 8 2 8 6 14 6 Percentage 14 02 09 08 08 13 11 09 04 04 01 04 03 07 03 13 The above table No. 3.23 show that 14% consumers selected Raymond as their favourite brand whereas 13 and 11 percent consumers choose Peter England and Vivaldi as their favourite brand. While 9% each consumers choose Cambridge and Luis Philip as their favourite brand only 8% each were selecting Pantaloon and Zodiac. On the other hand 7 percentage are favoring to purchase Taleta as their favourite brand only 4, 4, 4, 3, 3, 2 and 1 percentage are

in the opinion to purchase Oxemburg, Allen Solley, Cotton Country Henry Hill, Arrow, Osho, Vincent and Polo respectively as their most preferred brand. 11 Post Purchase Satisfaction An attempt is made to analyse post purchase satisfaction of consumers of gents readymade garments. For this purpose consumer were asked whether they are satisfied with their present brand of readymade garment and whether they would like to purchase the same brand in future. The results obtained thus are given below Table No. 11 Extent of satisfaction with the present Sl. No. A B Description Satisfied with present brand Not Satisfied with present brand Total brand Percentag e 28.4 100 Table No 11 indicates that 71.6% consumers are Number of Respondents 179 71 250 Study reveals that Raymond has got maximum awareness and Brand Preference level in DEHRADUN City.

satisfied with their present brand. remaining 28.4% consumers are not satisfied with their present brand. Table no 12 Intention to Purchase Next Brand Sl No. A B Intention Respondents with positive response Respondents with negative response Total Number of respondents 123 127 250 50.8 100 Percentage know presents An attempt was made to the intention to of of the the respondents purchase

brand

readymade 49.2%

garments in future. In this context analysis projects that

consumers preferred to purchase present brand for their future, as they are very much satisfied with it. Whereas only 50.8% are against the opinion of choosing present brand for the their future purchases. It reveals from the study that while 49.2% consumers are satisfied with their present brand, only 40.8% are preferred to choose present brand for their future purchase.

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Conclusion Lifestyle relates to the way we live through the activities we engage in and interests we express. In simple terms it is what we value out of life. Lifestyle is often determined by how we spend our time and money. Products and services are purchased to support consumers lifestyles. Marketers have worked hard researching how consumers in their target markets live their lives since this information is key to developing products, suggesting promotional strategies and even determining how best to distribute products. The fact that lifestyle is so directly tied to marketing activity will be further examined as we discuss developing target market strategies In traditional societies, ones consumption options are largely dictated by class, caste, village, or family. In a modern consumer society, however, people are more free to select the set of products, services, and activities that define themselves and, in turn, create a social identity that is communicated to other. These findings help explain the various factor that managers must establish or monitor for creating a lasting prestige brand. As noted, the propositions of this review could serve various purposes, but perhaps be specifically applied to create and build brand prestige, or address issues such as how to maintain brand prestige once it is established. The benefits from this framework reside in helping researchers understand how consumers view branded readymade garments. The study reveals that the consumers purchase preference of branded v/s unbranded readymade garment is independent with their age and income. It also indicates that various factors motivating purchase decision like advertisement , friends, brand loyalty, family members recommendation and self assessment are associated with the age and income of the respondent. The finding also support the hypothesis that various sales promotional scheme used by advertisers to promote sale is closely associated with the age and income level of the respondents.

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BIBLIOGRAPHY Thomas Tan Tsu Wee , An exploration of a global teenage lifestyle in Asian societies , Journal of Consumer Marketing; 16: 4 1999; pp. 365-375 Schipper, L.J. 1997. Carbon Emissions from Travel in the OECD Countries. In: Stern et al. 1997: 50-62. A. Giddens, Modernity and Self-Identity. Self And Society in the Late Modern Age. (Polity Press. 1991)

A. Mitchell, The Nine American Lifestyles (Macmillan, 1983) D. Mercer, Marketing (Blackwell, 1996) Donald S Tull &Del I Hawkins, Marketing Research: Measurment and Methods, Maxwell

Macmillan Intrnational Editions, fifth Edition,1990.

J. T. Plummer, The concept and application of life-style segmentation, Journal of Marketing (January 1974)

Kotler Philip, Marketing Management: Analysis, Planning, Implementation and Control, Prentice Hall, Fifth Edition London 1994. Leon G Schiffman and Lazer Kanuk, Consumer Behaiour, Prentice Hall of India Pvt. Ltd. New Delhi, 1994. Londan DL and Dell Bitta A.J., Consumer Behaviour: Concept and Applications, Mc Grow Hills Pvt. Ltd, 1984.

S.P. Gupta, Statistical Methods, Sultan Chand & Sons New Delhi, 1977. VS Rmaswamy and S Namakumari, Marketing Management Planning, Implementation and Control, the Indian Context, Macmillan India Ltd. Madras. Nidhi Kotwal*, Neelima Gupta and Arjee Devi, Impact of T.V Advertisements on Buying Pattern ofAdolescent Girls, J. Soc. Sci., 16(1): 51-55 (2008

Bucklin, R.E., and S. Gupta. 1992. Brand Choice,Purchase incidence and Segmentation : An
integrated modeling approach. Journal of Marketing,Research, 29(7): 201-215. http://www.thehindubusinessline.com/2007/05/04/stories/2007050400331200.htm

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Annexure I A Study of Consumers changing lifestyle Pattern in the Branded V/S Unbranded Male Readymade Garment Market Researcher: Dr. DS Chaubey, 1. Personal Profile
a.

.
b. c. d. e. f.

Name :..years : Male/ Female : Married / Unmarried : Rs..per month.

Age Sex Marital Status Income : Educational Qualification : (a) Below Matric
(b) (c) (d)

Graduate &Below Post-graduate Professional Qualification ( ) ( ) (b) Business (d) Unemployed ( ) ( )

h. Occupation (a) Student (c) Employed

2. Do you buy gents readymade garments

(a)Yes () (b) No ( ) 3.Which of the following option belong to your purchase decision? (a) purchasing only readymade garments (b) Purchasing both readymade garments and stitching of cloth 4.If a chance is given , What type of readymade shirt would you like to purchase? (i) (a) Branded () (b) Unbranded (ii) Cost (a) Less than 200 () (b) Cost between Rs.201-400 ( c) cost between 401-600 () (d) Cost above 600 5. Advertisement of readymade garment in which media is liked most by you? (a) TV (b) Radio (c) News Papers (d) Magazine (e) Hoardings and Banners (f) Cinema 6.Which of the following brands of gents readymade garments you are aware of ? a. Raymond b. Cambridge c. Pantaloom d. Zodiac e. Peter England f. Vivaldi g. Louis Philips h. Oxemberg 17 ( () () )

i. Allen Solley j. Polo k. If any other please specify 7. Which is your favourite brand of readymade garment Amongst the following? (a) Raymond (b) Cambridge (c) Pantaloom (d) Zodiac (e) Peter England (f) Vivaldi (g) Louis Philips (h) Oxemberg (i) Allen Solley (j) Polo (k) If any other please specify 8. Amongst the given factors who influenced you most in selecting your favourite brands of readymade garment ? (a) advertisement (b) Friends / relatives (c) Brand Loyalty (d) Family / children (e) Self assessment (e) If any others please specify. 9. Amongst the given promotional aspects, which aspect is most liked by you in purchasing a readymade garments ? (a) Gift along with the product (b) Specia/l Seasonal offer (c) Guarentee for a fixed period (d) Discount offered by the company (e) If any other please specify 10.On a scale of 1 to 5 kindly rate the following product attributes while purchasing your brand of readymade garment .

(a)
4----------------5

Brand

Name.

1--------------2----------------3-------------

Not so important Very important (b) Price of the product. 1--------------2----------------3-------------4----------------5 Not so important Very important ( c) Stitching . 1--------------2----------------3-------------4----------------5 Not so important Very important ( d) Quality 1--------------2----------------3-------------4----------------5 Not so important Very important (e)Latest Trend 1--------------2----------------3-------------4----------------5 Not so important Very important (f)Comfort 1--------------2----------------3-----------4----------------5 Not so important Very important 11. Are you satisfied with your present brand readymade garment ?

(a) Yes (b) No

12.will you give preference to your present brand for future purchase ? (a) Yes (b) No 18

19