CONSUMER PREFERENCE TOWARDS BRANDED APPARELS

Summer Internship Project Report
On
Consumer Preference towards Branded Apparels
Submitted to
Institute Code: 734
Institute Name
Marwadi Education Foundations’ Group of Institutions
Under the Guidance of
Dr. Prasanta Chatterjee Biswas
(Associate Professor)
In partial Fulfilment of the Requirement of the award of the degree of
Master of Business Administration (MBA)
Offered By
Gujarat Technological University
Ahmedabad
Prepared by:
Jainam Ajitbhai Mehta
(197340592085)
MBA (Semester - III)
Month & Year
(June, 2020)

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STUDENT’S DECLARATION
I hereby declare that the Summer Internship Project Report titled “Consumer
Preference towards Branded Apparels” is a result of my own work and my
indebtedness to other work publications, references, if any, have been duly
acknowledged. If I am found guilty of copying from any other report or published
information and showing as my original work, or extending plagiarism limit, I
understand that I shall be liable and punishable by the university, which may include
Failing me in examination or any other punishment that university may deem fit.
Enrollment No. Name Signature
197340592085 Jainam Ajitbhai Mehta
Place: Rajkot Date: _____/_____/2020

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PREFACE
As a part of the MBA course and being a student of management, we must visit the
industry to acquire practical knowledge. Nowadays in this cut-throat competitive world,
not only theoretical knowledge but also practical knowledge is required. Such training
is most helpful for increasing the knowledge, skills, and ability of the students.
Theoretical and practical knowledge are two sides of the coin. Both are equally
important to achieve success in Business.
I have prepared the report of “A Study on Consumer Preference towards branded
apparels.” on our beliefs, ideas, understanding, and observation.
I have made the necessary efforts to give information to the point in simple language. I
have tried my utmost to avoid errors.

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ACKNOWLEDGEMENT
The success of any project depends on the hard work and endeavor of not one but many,
and this project is no exception. Acknowledging anyone in mere words is a very
difficult job. I would like to pay my sincere thanks to all those persons who helped me
during this research project work with their able guidance and invaluable advice. It
gives me great pleasure in acknowledging the invaluable assistance extended to me by
various personalities in the successful completion of this project report.
I express my deep appreciation to Dr. Sunil Kumar Jakhoria, Dean, Faculty of Business
Management for his expert guidance.
I owe my thanks to Dr. Alpesh Gajera, Head of Department, Faculty of Business
Management for his valuable suggestions during the preparation of this manuscript.
I owe my thanks to Dr. Prasanta Chatterjee Biswas, who helped me and guided me in
my research project and have been supporting during the time.
Words at my command are inadequate to convey my sincere regards and respect to my
loving parents and my family members for their deep affection, infinite encouragement,
and untiring moral support. Special thanks to my friends for their ever-encouraging
support, constant concern for my welfare, and selfless sacrifices for my bright future.

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SUBJECT INDEX
Sr. No. Particular Page No.
PART – 1 GENERAL INTRODUCTION
1 INTRODUCTION 1
1.1 Background 1
1.2 History of Indian textile industry 1
1.3 Current position of the textile industry in India 3
1.4 Trend of branded apparels in modern India 3
1.5 Consumer preferences relating to apparel 4
1.6 Impact of globalization on the apparel industry 5
1.7 Impact of apparel stores influencing consumer 6
1.8 Need for the Study 8
2 Literature Review 10
SWOT Analysis 16
PESTLE Analysis 18
PART – 2 RESEARCH WORK
3 Research Methodology 21
3.1 Meaning of Research 21
3.2 Definition of Research 22
3.3 Problem Statement 22
3.4 Objectives of the Study 22
3.5 Scope of the Study 23
3.6 Research Design 23
3.7 Data collection Sources 25
3.8 Data Collection Method 26

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3.9 Sampling Design 27
4 Limitations of the Study 28
5 Data Analysis and Interpretation 29
6 Findings and Conclusion 51
7 References 52

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1. INTRODUCTION
1.1 Background
The Indian textile industry is one of the dominant textile industries on the planet. In
spite of the fact that it was an unorganized industry even a couple of years back, the
scenario began changing after the monetary advancement and liberalization of the
Indian economy in 1991. The opening up of the economy gave the genuinely impulsion
to the Indian Textile industry, which has now fortunate become one of the immense
industry in the world. Indian textile industry altogether turn on upon the textile process
of manufacturing and export. It plays a considerable role in the economy of the country.
India procures around 27 percent of its total foreign exchange through textile exports.
Further, the textile industry of India contributes nearly 14 percent of the total industrial
production of the nation. It contributes around 3 percent of the GDP of the country.
Indian textile industry is the vast in the country regarding employment generation. It
not only give rise to jobs in its industry but opens up extent for the other ancillary
segments.
The Indian textile industry presently produces employment to in access of 35 million
individuals. Indian textile industry can be isolated into a few portions, some of which
can be listed as underneath:
 Cotton Textiles
 Silk Textiles
 Woolen Textiles
 Readymade Garments
 Handcrafted Textiles
 Jute and Coir
1.2 History of Indian Textile Industry
India has been notable for its textile goods since very ancient times. The traditional
textile industry of India was almost rotted in the course of the colonial regime. Be that
as it may, the cutting edge textile industry took birth in India in the early nineteenth
century when the first textile mill in the nation was set at fort Gloster close to Calcutta

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in 1818. The cotton textile industry, nevertheless, made its genuine emergence in
Bombay, during the 1850s. The first cotton textile mill of Bombay was built up in 1854
by a Parsi cotton vendor at that point occupied with abroad countries and internal trade.
To be sure, the enormous majority of the early plants were the workmanship of Parsi
vendors occupied with yarn and cloth trade at home and Chinese and African markets.
The first cotton mill in Ahmadabad, which was in due course to make an appearance as
an adversary center to Bombay, was built up in 1861. The spread of the textile industry
to Ahmadabad was to a great extent due to the Gujarati trading class. The cotton textile
industry gained quick ground in the second half of the nineteenth century and before
the century over there were 178 cotton textile mills, yet throughout the year 1900 the
cotton textile industry was in a terrible state due to the substantial deprivation and a
number of mills of Bombay and Ahmadabad were to be lock down for long periods.
The two world wars and the Swadeshi movement come up with a considerable
stimulation to the Indian cotton textile industry. However, during the period 1922 to
1937, the industry suffered a number of the Bombay mills changed hands. The Second
World War, during which textile import from Japan thoroughly terminated which
realized an extraordinary extension of this industry. The number of mills expanded from
178 with 4.05 lakh looms in 1901 to 249 mills with 13.35 lakh looms in 1921 and further
to 396 mills on top of 20 lakh looms in 1941. By 1945 there were 417 mills employing
5.10 lakh laborers. The industry is appropriately depicted as a Swadeshi industry owing
to the fact that it was developed with indigenous entrepreneurship and capital and in
the pre-independence era, the Swadeshi movement reviving demand for Indian material
in the nation. The segregation of the country at the time of independence influenced the
cotton textile industry too. The Indian union got 09 out of the 423 textile mills of unified
India. 14 mills and 22 percent of the land under cotton agronomy went to Pakistan. A
few factories were terminated for quite a while. For a long time since independence,
Indian mills had to import cotton from Pakistan and different nations.
After independence, the cotton textile industry made expeditious advancement under
the plans. In the middle of 1951 and 1982 the total number of spindles multiplied from
11 million to 22 million and expanded further to well more than 26 million in the year
1989-90.

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1.3 Current Position of Textile Industry in India
Indian Textile industry put up 17 percent to the nation’s export revenue. Fabric creation
rose to 60,996 million square meters in Financial Year 2011 from 52,665 million square
meters in Financial Year 2007. Manufacturing of raw cotton developed to 32.5 million
bunches in FY2011 from 28 million parcels in FY2007, while the creation of human
work fiber jump up to 1281 million kg in FY2011 from 1139 million kg in FY 2007.
Creation of yarn enlarge to 6233 million kg in FY2011 from 5183 million kg in
FY2007. India can possibly expand its fabric and garments share in the world trade
from the present level of 4.5 percent to 8 percent and outstretch US 80 billion dollars
by 2020. Exports of fabric extend to USD 26.8 billion in FY2010 from USD 17.6
billion in FY 2006. India’s material exchange is ruled by sends out or we can say export
with a CAGR of 6.3 percent in the course of the same period.
1.4 Trend of Branded Apparels in Modern India
In present current India an ever-increasing number of individuals are diverting on to
branded attire than non-branded ones. An expansion in the income of consumers, an
enlargement in literacy level among buyers, globalization, a surge in purchasing
potentiality and consumer awareness towards style are the significant components
which make interest for branded attires in India. Liberty Shirts was the main
organization to sell shirts under its brand name in India during the 1950s. At that point,
there was no thinking back for the branded attire merchandise. Numerous national, just
as worldwide brands, have set up themselves in the Indian article of garment industry.
Branded apparel enraptured the market of both menswear and women’s wear and at a
slow pace making up in the children's wear segment.
Media and promotions have been the sole basis behind brand recognition and
consciousness among Generation Y. This is the new pattern that an ever-increasing
number of youngsters are purchasing clothes that are of a specific presumed brand. At
the point when they are out shopping in a chic shopping center they make certain to
visit one of the huge brands to purchase some of jeans or a shirt from the vendor.
Today the adolescent is anxious to dish out a fortune to purchase branded garments.
The basic idea is that clothing brands provide give high caliber and incredible solace.

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What's more, subsequently an ever-increasing number of individuals are turning out to
be brand loyalists despite the fact that they need to give out a quite immense sum of
money while making purchases. A great many people will in general proceed to
purchase which are exceptionally rumored and have brand esteem. By brand value,
individuals mean by the quality, the cost and the style. Being brand cognizant is the
new fashion mantra which has gotten on like timberland fire. The enlarged income
levels assist youthful with peopling to purchase from huge dressing brands without
breaking ease and solace. It became visible from the discoveries of the overview of
2000 youngsters (13-21 years) to assess their apparel purchasing capability. A portion
of the key discoveries from the study are: 35% of respondents (with both parents
working) spend as much as Rs. 5000 every month on branded attire. For them, it is the
brand and not the value that bothered. 20% of the total respondents spend around Rs.
3500-4500 on purchasing branded clothing. 60% of the respondents said that they have
jumbled showrooms implying that they purchase more than they wear. For youngsters,
branded garments are an image of remaining ahead among their companions and
implies that they get their hands on the most recent ‘in-thing’ in the market whether
they need it or not Cinema stars, Sportspersons and models are role models for Indian
youths with regards to branded apparels. No astonished here too as youngsters are
impacted by these celebrities and go their way in imitating their screen icons. Regarding
brand inclination, Levi’s make an appearance on the top most loved for the casual wear
classification followed by Lee, Flying Machine, Wrangler, and Pepe. Nike went ahead
top with the top branded footwear category followed by Adidas, Reebok.
1.5 Consumer Preferences relation to Apparel
Buyer inclinations identifying with clothing fall into two categories particularly those
associated with apparel attributes and those correlate to store attributes. Apparel traits
incorporate variety, durability, price, size available. Store characteristics encompass the
location of a store, its size, and its service. Clothing is a thing of consistent utilization,
which empowers shoppers to grow steadily. Enduring contribution reflects emotions
experienced toward an item class that is steady after some time and across various
circumstances (Forsythe, 1994). At the point when shoppers become associated with an
item, they process product-related information all the more promptly. This information
is handled profoundly and is, in this manner, held for a more drawn out length. At the

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point when shoppers structure a mentality toward a product, they make appraise
coalition between the product and its attributes. A portion of those qualities may be
utilitarian, for example durability or comfort -or gluttonous such as color, fashion, or
styling.
Inclinations, which impact the determination of items, fall into outward standards, for
example, brand, label and price, and congenital qualities such as style, design,
distinctiveness, appearance, engaging quality creation, construction, durability,
practicality, and so forth (Plumley, 2001). Purchasers additionally partner higher
merchandise quality with time/ exertion investment funds and more noteworthy delight
(Barkhuizen et al, 2006). Retailers include an incentive for makers and purchasers from
numerous points of view, the vast majority of which are hard for makers to supplant.
These incorporate breaking the mass into littler retail amounts, providing an assortment
of products so that clients can accomplish one-stop shopping, making a stock cushion
among production and utilization with the goal that items are accessible when wanted,
and offering help administrations, for example, display, exhibit, credit, delivery,
assembly, repair, and return and warranty services. The worth expansion made by
retailers is impressively more on account of high association in goods like garments.
Low prices, a huge and varied selection, fast delivery and the opportunity to exchange
attract many customers paying little mind to the product type (Levin, 2003).
1.6 Impact of Globalization on Apparel Industry
Globalization has contributed to the development of the clothing business and the
commercial center attractions have driven the social properties of customers
fundamentally across different purchaser fragments. Moves in the social qualities,
shopper inclinations, and purchase intentions towards designer items are apparently the
most critical issue looked by the advertising chiefs today. Numerous analysts contend
that expanding globalization is diminishing the homogeneity of consumer practices
inside nations while expanding shared traits across nations (Cleveland and Laroche,
2007). Most firms fabricating designer attire are attempting to connect intercultural
contrasts and building social consonance across buyer fragments in an assortment of
settings that invigorates enthusiasm for clothing. A client-driven market technique

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created on confidence qualities of consumer gave by the organizations to upgrade buy
goals towards attire (Horowitz, 2009).
Incredible market energizers, for example, fashion shows on television, style
promotions, in-store displays, and fashion occasions in the urban shopping malls have
affected the transnational cosmopolitanism among purchasers. Such intuitive
promoting systems of fashion attire have demonstrated union of customary and current
qualities and way of life to build up a homogeneous worldwide shopper culture. The
regular strategy for utilizing cultural symbols as the social drivers have now been
supplanted by worldwide fashion players with lead marks as a reason for item position
and market division. It is discovered that multi-channel frameworks of brand building
and separation impact the shoppers towards fashion attire and need is made at
neighborhood levels strong of, and comprised by social ventures.
The Italian city of Milan shows how the city has become a target brand, where diverse
different channels are being arranged and coordinate help style and configuration
marking techniques (Jason and Power, 2010). Globalization and expanding rivalry, and
short product life cycles in design retailing develop lopsided customer conduct and
represent a few promoting difficulties for retail firms in Mexico. To make due in this
industry, producers and retailers need to create and use center advertising capacities.
This investigation inspects the viability of various style promoting techniques and
examination of customer conduct in a cross-area of segment settings about design
clothing retailing. This paper likewise talks about the marketing abilities of fashion
apparel brands and retailers about brand image, promotions, and outside market
information. The examination analyzes the determinants of purchaser conduct and their
effect on buy aims towards fashion attire. The buyer showcase for fashion apparel has
gotten increasingly differing by designer brands, store brands, personalization,
advertising, and ethnicity in the worldwide marketplace.
1.7 Impact of Apparel Stores in Influencing Consumer
Departmental stores and Lifestyle Centers build up their attire store brands to create
store dedication among shoppers. The store brands are shown in these stores nearby the
fashioner clothing brands. The changing elements of the style business have constrained
retailers to focus on ease advertising systems and adaptability in design, and improving

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the speed of entrance in the market to increase competitive precedence. The notion of
'throw-away' or quick design had risen since 1990 in the worldwide marketplace, which
portrays that quick style floats from makers to retailers and purchasers. The store brands
have risen quickly in the fashion market thinking about the quick development of design
(Bharadwaj and Fairhurst, 2010). Store fashion brands are structured and created
considering shopper observations on the store image. The shopping fulfillment of
fashion apparel incorporates consumers’ impression of store qualities just as abstract
assessments of products bought from the store by the consumers themselves or by their
associate shoppers.
Store brand repercussions are largely derived likewise through the word-of-mouth
reciprocity. Be that as it may, reaction to the store brands seems, by all accounts, to be
more intricate than a simple affective outline of the overall frequencies of positive and
negative feeling during utilization encounters (Torres et al, 2001). Another factor that
influences the purchaser choice on store brands is the acknowledgment of the role of
store sales personnel in a retail domain. It has been seen that viable salespeople impact
the shopping procedure as well as impact the customers to switch their store support.
Purchasers may desert one store brand to follow explicit deals and service work force
to another store brand (Terblanche and Boshoff, 2005). The retail locations assume a
significant job in affecting purchasers for both store and producer's brands. The
disposition toward promoted brands is described by positive store image, smart shopper
self- observation, a requirement for association, and cash mentality with respect to
power-prestige and anxiety. Be that as it may, the frame of mind of shoppers towards
store brands is dictated by more positives tore image, value preferred position, and
range of products to practice purchasing choices, and loyalty, and trust-related
components (Liu and Wang, 2008).
There is an expanding pattern of conveying store brands in a clothing retailing secion
with developing significance regarding share of overall industry. There are reports such
that the deals of store brands represent around one-fifth of total volume sales in the
United States (Sethuraman et al, 2003). Producers make accessible their brands in
different stores, and in that capacity, don't influence steadfastness to a specific store.
Own brands in fashion and attire on the opposite are accepted to have the ability to
upgrade faithfulness about the store they are related with. The brand name in this way
impacts buyers' general quality view of the product (Labeaga et al, 2007). The

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accomplishment of the store-branded classification depends, in relationship with brand
expansion hypothesis, on the apparent nature of the parent brand (i.e. the store) and the
fit between the parent brand and the sub-brand class. It is viewed as fundamental that
the store image, related with the parent brand, by one way or another backings the store-
branded product classification and mitigates the apparent danger of purchasing the
category (Liljander et al, 2009). A few examinations have seen that store brands drive
the appositive connection between clients' recognition with and dedication to the
retailer's brand, and customers' loyalty to the retailer results from the upper hand of the
store brand. In spite of the fact that the purchase expectations of buyers towards store
brands relate emphatically to higher faithfulness to the retailer, the extent of such a
relationship limits down the shopper inclinations due to the level of the selectiveness
of store brands inside the customer's shopping basket (Martos- Partal and Gonzalez-
Benito, 2009).
Frequently buyers understand that at whatever point the gap between store brands and
producer brands on fashion clothing gets littler concerning quality, perceived worth,
and certainty, the cost eventually turns into the main obviously recognizing trademark.
Buyer choice on purchasing fashion apparel is likewise represented by the price
affectability factor to an enormous degree. In this circumstance, retailers have the
chance to utilize store brands during the time spend in ‘branding' the store equation
(Luijten and Reijnders, 2009). The store brands for design apparel in countless markets
have been supported by a lot of variables that remember activities by manufacturers
and merchants on price and differentiation, market rivalry at both a manufacturer and a
retailer level, and the economic-financial aftereffects of the last for the product
classifications in which they work with the store brands (Oubina et al, 2007).
1.8 Need for Study
In the current period, we live in elegant and modern India. Everyone needs to look
stylish in the present-day. An expansion in buying force and proficiency level among
buyers makes it simple to discover what's happening new in clothing and now
customers can buy expensive branded apparel to look upscale. Presently consumers
give a lot of inclination to branded apparel when contrasted with unbranded ones. In
this way, the requirement for an examination emerges to discover what are the

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components that consumers consider while offering inclination to branded apparel and
which brands consumers mostly prefer.
The following are the objectives of the present study:
1) To study the profile of consumers preferring branded apparel.
2) To study factors influencing preference for branded apparel.

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2. Literature Review
Liu and Wang (2008) frame of mind for buyers towards store brands is dictated by
more positives tore image, price advantage, scope of products to practice purchasing
alternatives, and steadfastness and trust-related elements.
Pinheiro (2008) discover that one of the key drivers of purchaser conduct towards
fashion attire is the ascendancy of social associations. The contribution of shoppers in
fashion products contingent not only on their perceptions as well as on peers’ reactions
to their personality and change inclination.
Seock and Bailey (2009) found that the social change in purchasing clothing from low
price brands to designer brands in developing markets has been standardized in a family
environment. It has been seen that parental and sibling impacts diminished with age,
while peer and media impacts extended with increasing age. The television and
celebrities additionally play a significant role in impacting adolescents’ clothing
decisions independent of gender classifications. Among the most widely recognized
two types of media that youngsters to a great extent use were magazines and television
while teens essentially influenced by visual promoting.
Tay (2009) put in place that fashion magazines are the ideal medium to impact fashion
adjustment inside the larger proposal of worldwide nearby impacts. These magazines
alongside television fashion show impact buyers on the procedure of fashion
adjustment, which starts with product conceptualization and confidence in society.
Groeneveld (2009) discover that in recent past principles among people on a group of
basic grant rose internationally that stimulated the sentiment of originality and
feminisms. Fashion magazines have gotten symbolic of feminism, a form of 'third-
wave' feminist activist commitment that revalues exercises and interests generally
associated with femininity, for example, knitting, fashion clothing, and make-up.

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Reijnders (2009) found that consumer decision on buying fashion apparel is also
governed by the price sensitivity factor to a large extent. In this situation, retailers have
the opportunity to use store brands in the process of 'branding' the store formula.
Liljander et al (2009) has considered essential that the store image, associated with the
parent brand, somehow supports the store-branded product category and mitigates the
perceived risk of buying the category.
Stanforth (2009) found that consumer perceptions on buying fashion apparel are based
on five factors that include perception leadership and perceived role models in the
society, matching attire status to employment and workplace ambiance, socialization
with peers and people they like, self-esteem and fun, and respectful treatment in the
society (Stanforth,2009).
Rucker and Galinsky (2009) found that Consumer experience with high socio-
economic power perceptions creates qualitatively distinct psychological motives
towards buying designer apparel that develop unique consumption patterns.
Jansson and Power (2010) found that besides retail stores, fashion and design-based
industrial actors also contribute to creating images and myths that support consumers’
orientation towards buying fashion apparel.
Pentecost and Andrews (2010) found that the younger generation in the present
context has higher purchase frequency and impulse buying as compared with other
cohorts in society.
Chen & Chen (2013) examined the perceptions of Chinese consumers towards global
apparel brands. It investigated the preferences of Chinese consumers for foreign brands,
their perceptions of intangible attributes of global apparel brands. The study used a
survey questionnaire to gather information from Chinese consumers through a mall
intercept method of convenience sampling. The sample was the consumers exiting retail
shopping outlets with half the sampling taking place in one city and the other half taking
place in the other city in China. The findings of the study indicated that there was a
slight preference for foreign apparel brands among Chinese consumers. The findings of

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the study indicate that there is a slight preference for foreign apparel brands over
domestic apparel brands. The factors that appear to have the greatest influence over the
perception of Chinese consumers towards foreign apparel brands are the belief that
foreign brands are more fashionable than domestic brands.
Kiong et. al. (2013) aimed to identify the predictor of consumer preferences in
choosing an international brand of fashion products among Malaysian young
consumers. Of the 200 respondents from Klang district, the study found that country-
of-origin perception has the strongest predictor towards consumer preferences followed
by perceived product quality, promotion stimulation, and perceived brand image and
fashion lifestyle. This study is important for marketers to understand consumer
preferences in choosing an international brand of fashion products in developing
countries. The marketer also could understand the market segmentation and
accordingly formulate competitive marketing strategies and utilize the target market
wisely.
Palanivelu& Ganesh (2013) demonstrated the role of Indian Trade Policy in the textile
sector, and analyses the impact of government support and incentives. Further, it also
explored the contributions of the textile industry towards the economic development of
the nation through export trade. The key risk identified in this sector is foreign exchange
losses due to the volatility in the rupee against the US dollar as well as higher interest
costs; a large portion of the processing capacity is obsolete. A further state of the art
integrated mills exist the majority of the capacity lies currently with the power loom
sector this has also resulted in low-value addition in the industry and also Indian textile
industries need to increase focus on product development. The key strengths identified
in the Indian textile sector are abundant availability of raw materials, low-cost skilled
laborers, and also growing domestic markets. So, the Government of India must take
some effort in the forthcoming years towards the optimum utilization of all the key
strengths, and also the government should minimize the risk utilizing increasing the
support and incentives.

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K. Myilswamy (2013) in his study ‘A Study On Consumer Brand Preference Towards
Using DTH Service Providers In Coimbatore City’ explored the marketing includes all
activities which are concerned with effecting changes in the ownership and position of
goods and services”. Direct marketing involves bypassing the retailer regarding
reaching the customer. In this study, there are five companies were included those are
Sun Direct, Big TV, Digital TV, Dish TV, TATA Sky. Primary data were collected
from 100 respondents by a convenient sampling method through questionnaires and
also by interview method in the Coimbatore district. 15 respondents were selected to
pilot study and based on their suggestions necessary modifications were made in the
actual questionnaire. This study consists of a simple percentage analysis done keeping
in mind the objectives of the study, chi-square parameters were employed to test the
hypothesis spelled out in the study. Garrett ranking techniques were used to rank the
preference of the respondents on different aspects of the study, the percentage position
of each rank thus obtained into scores by referring to the table given by Henry E.
Garrett. Analysis of variance to make two estimates of population variance those based
on between sample variance and the other based on within variance are compared with
the F-test table. The present study reveals that the majority of the respondents preferred
Big TV for more channels because they can pay for what they want to watch. The
company can reduce the price to fulfill the needs of the low-income level of people.
Mittal And Agrawal (2012) analyzed the consumer and his behavior is the cornerstone
of success in marketing. It included all the physical, mental, and emotional processes
and concerning behavior that is observable before, during, and after each purchase of
goods and services. This made them compelling to understand, observe, record, and
react to such behavior in case they want to have a win-win strategy that matters for the
marketer and the customer both. The research report presented is based on the
“Consumer Perception towards Branded Garments”. Through this study, an attempt has
been made to practically understand those emotional or rational appeals, which drive
the purchase decision toward the branded garments. Also, certain demographic and
psychographic profiles have been studied and certain relation has been developed. The
branded readymade garment is supposed to have a 21% share in the Rs. 20,000 Cr
garment industry which is having a vertical growth rate of around 20%. The survey
depicted that there is a relationship between the consumer’s income and the satisfaction

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derived from a purchased product. People are price sensitive and the final selection or
rejection of the good depends on the price/budget of the buyer. Major brands recognized
by survey respondents, in different apparel categories are as follows:
 Levi’s
 T-shirts
 Pepe Jeans
Koutons Rajput (2012) analyzed the significance of demographic profile of
consumers affecting the purchase decision of branded garments and to observe from a
gender perspective the consumer awareness about different apparel brands available in
the Indian market and also to find out whether there is a significant difference in total
expenditure on branded apparels done by males vis- a - vis females. The results confirm
that Indian people have become highly brand conscious presently. Hence, brand image
is not a significant factor in choosing the product or brand to buy. There are other
aspects like, quality, comfort, expectations and demographic characteristics are also
influence the purchasing decision that dominates the purchase decision of males and
females. From the analytical introspection, it is evident that gender differences do exist
concerning build attitudes towards fashionable apparel and brands. Further, variation
in age and income is not significant as consumers preferred brands or outfits
irrespective of that. Allen Solly tops the minds of the customers followed by Van
Heusen and Raymond which refers to the maximum frequency of recalling the brands.
These are the most familiar and favorite brands also among brand-aware consumers,
specifically in the context of India.
Ismail, Masood &Tawab (2012) conducted to determine the consumer preferences of
global brands instead of local ones. It is also designed to find out the buying behaviour
patterns of young Pakistani consumers Consumer evaluates products based on
information cues, which are intrinsic and extrinsic. Several factors affect the consumer
purchase decisions. The results suggested that most important factors that influence a
consumer’s final decision are the price and quality of the product in question. Since the
consumers usually associate the price of the brand with its quality, a brand priced too

15
low is generally perceived as a low-quality product. Similarly, a product priced too high
may not be affordable by many. Other factors that have an impact on the consumer
preferences are: consumer ethnocentrism, country of origin, social status, price
relativity with the competing brands and family and friends.

16
SWOT ANALYSIS
SWOT represents Strengths, Weaknesses, Opportunities, and Threats; thus, a SWOT
Analysis is a procedure for surveying these four parts of your business.
I. Strengths
 The strength of apparel industry can be depict as World largest selling sector
as newly introducing of fashions and their emergence will attract
community.
 Premium lifestyle is a dream of every individual and it gives feel by
purchasing branded apparels.
 Brand awareness can be influenced by many ways in which they can rely
upon the advertisement on social media handlers where youngsters are
mostly active and word of mouth is very powerful in brand awareness.
 Branded apparels are endorsed by the top celebrities by becoming the brand
ambassador for that company so in this way brand become famous and
people start purchasing from them.
 In branded apparels there is a wide range of products which are available
for customer to be select from and they can also ask for tailor made products
if available in the store.
 There is a huge network of branded apparels in the market and people can
be influenced by one or another brand as the advertisements are all over
them and make them to think about choosing one of the brand available in
the market.
II. Weakness
 Branded apparels have huge variety of options in particular item like shirt,
t-shirt, jeans, so forth however many a times it happen that they cannot enter
into the market of accessories segment due to various reasons like some or
the other brand is already having branded accessories shop near to them and
consumer are always been specific about choosing items from every specific
shops that are available to them.
 As we all know that branded apparels are always costlier than the non-
branded apparels and the consumers are always wanting the price to be
cheaper at any cost and many a times they also discard the design, material

17
that has been used against the cost of item. So, the companies have to set a
target market of consumers which can afford the costly apparels which can
be a sensitive point for them.
III. Opportunities
 For every organization or a company there is a scope of expansion by going
or moving forward into different segment or targeting the different type of
customers and one point for branded apparels can be that they can enter into
sports-wear category.
 Apart from the sport wear category one can move forward into the
traditional wear also as in a country like India customers are frequently
having different traditional festivals, functions, etc. where there is an
opportunity to expand the business.
IV. Threats
 The branded apparel industry is always having threat of other international
brands which are competing with them.
 There are local players in the market which have already established there
market and set consumers and for migrating them to your store can be a
great threat to company.
 The brands which are competing with you can also come up with some new
pattern or new design which can be liked by consumers of your brand and
they can switch to other brand and that can be a threat to your company.
 There will be a tough competition in the accessory category as we can
always focus on single item to be get known by everyone so for expanding
in other category can be a threat for company.

18
PESTLE ANALYSIS
PESTEL analysis is a helpful device for understanding dangers related to business
sector development or decreases, and guiding business to grow. PESTLE represents
factors like Political, Economic, Social, Technological, Legal, and Environmental;
thus, a PESTLE Analysis can make the most of the open doors and limiting the dangers
of your business.
I. Political Factors
 Political stability/instability: Political strength is one of the significant
factors which impact the development of business straightforwardly as in
branded apparels political factors affects such as pricing policy, taxation,
foreign trade policy, trade restrictions that has to be implied by the company.
 Government intervenes: It contains all about how and to what degree a
government of the country intervenes in the economy as it is often seen an
impact of government on ease of doing business in apparel industry as they
have to follow guideline such as advertising standards, consumer rights and
laws, labeling and safety of the product they are selling.
II. Economical Factors
 Economic factors have a significant impact on how an organization does
business and also how profitable they are.
 Inflation rate: Inflation implies the ascent in the estimation of all the
products in the economy, if the inflation rate is higher the expense of items
will be higher and vice versa which will affect the purchasing of the
customers according to the inflation rate.
 Unemployment policy: Policy of unemployment and other policies highly
affect the economy where the companies are facing the decrease in sale of
the apparels if the unemployment policies are not in favor to them.
 Consumer confidence: For every attire purchase by the consumer the built a
confidence and think about the attention they will get after wearing a
branded product.

19
III. Social Factors
 Distribution of income: This shows how pay is conveyed in the economy. It
directly affects the buying intensity of the purchasers in the branded apparel.
What's more, if the distribution is not up to the mark then there will be
declination in the purchase of the products.
 Demographics: Demographics is the study of the human populace in the
economy. It encourages the organization to partition the business sectors
divided by race, age, gender, family, religion.
 Changes in lifestyle: Change in way of life likewise prompts increment or
abatement in the demand for various items in the branded apparel as
everyone wants to upgrade themselves by purchasing the latest fashion
ongoing into the market.
 Fashion changes: A change in fashion can be an individual point of view if
they want to continue with the clothes they wear or they want to purchase
the clothes according to new fashion.
IV. Technological Factors
 Discoveries and innovations: New advancement in the innovation will
lead to know your consumers more and there psychological
factors while they are purchasing apparels.
 Advancement in technology: Innovation helps in conserving the
size of production, and diminishing the costs of raw sources, and
amplifying the degree of profits.
 Changes in mobile technology: In the modern era anything can
be purchased on finger tips and in the competitive market one has
to reach to the customers by adopting the change to get more
selling of the apparels.
 Changes in Information Technology: Every application on our
mobile will show recommendations while selecting a product
which is known as artificial intelligence which can lead to
increase the sales of your company.

20
V. Legal Factors
 Tax policies: There are various types of tax policies which are set by the
government and apparel industry where luxury items are sold can have the
highest tax pay ratio.
 Employment laws: Government establish various laws in which
employment law is one of them where one has to follow every law regarding
the safety of employment. Employment law gives equivalent chances to
each resident to work & earn his job.
 Industry-specific regulations: These laws are identified with industry for
instance no industry can build up in the middle of urban areas for example
it ought to be outside the urban communities. Each retailer shop of the
company has to follow safety measure prescribed by the government.
VI. Environmental Factors
 Environmental regulations and protection: Global warming is one of the
significant issues nowadays as an external factor is turning into a critical
issue for firms to consider. The biological and condition perspectives, for
example, climate, atmosphere, and climate changes, which may particularly
influence purchasing at some specific time and according to climate. Other
guidelines have been also announced by the government to protect nature.
For instance, no organization ought to through its wastage in waterways.

21
3. RESEARCH METHODOLOGY
3.1 Meaning of the research
Research in common parlance refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information on a specific
topic. Research is an art of scientific investigation. The Advanced Learner’s Dictionary
of Current English lays down the meaning of research as “a careful investigation or
inquiry specially through search for new facts in any branch of knowledge.”1 Redman
and Mory define research as a “systematized effort to gain new knowledge.”2 Some
people consider research as a movement, a movement from the known to the unknown.
It is a voyage of discovery. We all possess the vital instinct of inquisitiveness for, when
the unknown confronts us, we wonder and our inquisitiveness makes us probe and attain
a full and fuller understanding of the unknown. This inquisitiveness is the mother of all
knowledge and the method, which man employs for obtaining the knowledge of
whatever the unknown, can be termed as research.
Research is an academic activity and as such the term should be used in a technical
sense.
According to Clifford Woody research comprises defining and redefining problems,
formulating hypothesis or suggested solutions; collecting, organizing and evaluating
data; making deductions and reaching conclusions; and at last, carefully testing the
conclusions to determine whether they fit the formulating hypothesis. D. Slesinger and
M. Stephenson in the Encyclopaedia of Social Sciences define research as “the
manipulation of things, concepts or symbols to generalize to extend, correct or verify
knowledge, whether that knowledge aids in the construction of theory or the practice of
an art.”3 Research is, thus, an original contribution to the existing stock of knowledge
making for its advancement. It is the pursuit of truth with the help of study, observation,
comparison, and experiment. In short, the search for knowledge through an objective
and systematic method of finding a solution to a problem is research. The systematic
approach concerning generalization and the formulation of a theory is also research. As
such the term ‘research’ refers to the systematic method consisting of enunciating the
problem, formulating a hypothesis, collecting the facts or data, analyzing the facts and
reaching certain conclusions either in the form of solutions(s) towards the concerned
problem or in certain generalizations for some theoretical formulation.

22
3.2 Definition of the Research
The simple definition laid down in the advanced learner’s dictionary of current English
is “A careful investigation or inquiry especially through search for new facts in any
branch of knowledge”.
“Research is the manipulation of things, concepts or symbols to generalize to extend,
correct or verify knowledge, whether that knowledge aids in the construction of theory
or the practice of an art”.
- D. Slesinger& M. Stephenson
3.3 Problem Statement
Consumer Preference for branded apparel.
3.4 Objectives of the study
An objective provides a specific direction to an activity. Objectives may range from
very general to very specific, but they should be clear enough to point out with
reasonable accuracy what the researcher wants to achieve through the study and how it
will be helpful to the decision-maker in solving problems.
The purpose of the research is to discover answers to questions through the application
of scientific procedures. The objective of any research is basically divided into two
categories:
1. Main objective
2. Specific objective
Main Objective:
 To identify the consumer preference towards branded apparel.
Specific Objectives:
1) To identify the key factors what types of branded apparel do you prefer wearing
the most.

23
2) To identify what is the factor(s) that influence your buying behavior towards
branded apparel.
3) To identify the categories of branded products used by them.
In doing so, this study attempts to provide a comprehensive picture of the status of this
subfield and point out limitations and areas for future research. The purpose of this
research study is to investigate consumer Preference for branded apparel.
3.5 Scope of the study
 Present research can be extended to explore several issues.
 Research can be conducted to know the competition between national and
international brands of apparels.
 Research can be conducted to know why consumers have more brand loyalty
towards international brands as compare to national brands.
 Research can be done for larger number of respondents.
This chapter has been divided into following sections:
1. Research Design
2. Data Collection sources
3. Data Collection Method
4. Data Collection Instrument
5. Sampling Design
 The population of the Study
 Sample size
 Sampling Method
6. Limitations of the study
3.6 Research Design
The problem that follows the task of defining the research problem is the preparation
of the design of the research project, known as the “Research Design”.

24
 Decisions regarding what, where, when, how much, by what means concerning
an inquiry or a research study constitute a research design.
 A research design is the arrangement of conditions for collection and analysis
of data in a manner that aims to combine relevance to the research purpose with
economy in procedures.
 It is a conceptual structure within which research is conducted; it constitutes the
blueprint for the collection, measurement, and analysis of data. In other words,
the function of research design is to provide for the collection of relevant
evidence with minimum expenses of time, money and effort.
 Research purpose may be grouped into two categories as follows:
1. Exploratory Research
2. Descriptive Research
1. Exploratory Research
The exploratory method represents the earlier stage of science. This significant
observation implies that all sciences must have at the beginning had a purely
exploratory approach. The major advantage of exploratory method lies in its ability to
generate many ideas that could be further explored in more controlled conditions, apart
from overcoming the most difficult portion of an inquiry, which is its initiation. Both
qualitative and quantitative techniques are applicable, although exploration relies more
heavily on quantitative techniques. This includes secondary data analysis experience
surveys and focus groups.
2. Descriptive Research
Descriptive studies are well structured, they tend to be rigid and its approach cannot be
changed now and then. Descriptive study can be divided in two categories:
a) Cross sectional
b) Longitudinal

25
Descriptive study is undertaken in many circumstances:
1. When the researcher is interested in knowing the characteristics of certain
groups such as age, profession.
2. When the researcher is interested in knowing the proportion of people in given
population who have behaved in a particular manner, projecting certain things.
The objective of this kind of study is to answer the why, who, what, when and how of
the subject under consideration.
In context to this research study,
We will be taking descriptive research because our research is the consumer preference
towards Branded apparels. So that we can analyze the preference of consumers towards
buying branded Apparel.
3.7 Data Collection Sources
Collecting the required information from the right source is very important. Sources
from which the data are collected differ as per the requirement of researcher. There are
two types of data collection sources:
Primary Sources
Primary sources are original works of research or raw data without interpretation or
pronouncements that represent an official opinion or position. Primary sources are
always the most authoritative because the information has not been filtered or
interpreted by a second party. Included among the primary sources are memos, letters,
complete interviews or speeches, laws, regulations, court decisions or standards, and
most government data including census, economic and labor data. Internal sources of
primary data would include inventory records, personnel records, purchasing
requisition forms, statistical process control charts and similar data.

26
Secondary Sources:
Secondary sources are interpretations of primary data. Encyclopedias, textbooks,
handbooks, magazine and newspaper articles, and most newscasts are considered
secondary information sources. Internally, sales analysis summaries and investor
annual reports would be examples of secondary sources and they are compiled from a
variety of primary sources. To an outsider, however, the annual report is viewed as a
primary source, as it represents the official position of the corporation.
In context of this research study,
Primary data have been collected by the questionnaire filling of the respondents.
Secondary data have been collected from the past literature, marketing journals,
magazines and websites.
3.8 Data Collection Method
The research methodology that I undertook for this study is enumerated below:
 Primary Data Sources:
This consisted of questionnaires and interaction from various people. A convenience
sample study will be conducted to design the customer survey questionnaire with a
sample size of 114 respondents. The survey was conducted in Rajkot, Gujarat.
 Secondary Data Sources:
Sources of secondary data were primarily the Internet, journals, newspaper, magazines,
catalogs, and presentations.

27
3.9 Sampling Design
Sample design covers:
 In statistics, quality assurance, sampling is the selection of a subset (a statistical
sample) of individuals from within a statistical population to estimate
characteristics of the whole population. Statisticians attempt for the samples to
represent the population in question. Two advantages of sampling are lower cost
and faster data collection than measuring the entire population.
 The sample design is determined before the data are collected. There are many
sample designs from which a researcher can choose. Some designs are relatively
more precise and easier to apply than others. The researcher must select the sample
design, which should be reliable and appropriate for his research study.
 There are different types of sample designs based on two factors i.e. the
representation basis and the element selection technique. On the representation
basis, the “probability sampling” or “non-probability sampling”. On an element
election basis, the sample may be either “unrestricted” or “unrestricted sampling”.
3.9.1 The population of the study:
Here, our population of the study is limited to Rajkot city.
3.9.2 Sample Size:
Though large sample gives more reliable results than small samples but increases the
cost and time. A sample size of 150 has been taken from the city of Rajkot (through
Google forms).
3.9.3 Sampling Method:
We shall be using the Non-Probability sampling as a representation basis and elements
election technique would be unrestricted sampling (Convenience sampling).

28
4. Limitation of the Study
Any study based on the survey through questionnaire suffers from the basic limitation
of the possibility of difference between what is recorded and what is the truth no matter
how carefully the questionnaire has been designed and field investigation has been
conducted. This is because the respondents may not deliberately report they are true
perceptions and even if they want to do so, there are bound to be differences owing to
problems in filters of the communication process. The error has been tried to be
minimized by conducting interviews personally yet there is no foolproof way of
obviating the possibility of error creeping in.
Besides, there are limitations regarding the scope of validity of
conclusions:
1. The sample size concerning total size of population is small and findings may
not highlight the exact existing attitudes and preferences of consumers.
2. The results are based on data collected in Rajkot City only, thus, they might not
be true for other areas.
3. Being an opinion survey, the personal bias of respondents might have entered
into their responses.
4. The duration of data collection is small and findings may be affected by
seasonality or other irregular factors.

29
5. DATA ANALYSIS AND INTERPRETATION
This chapter includes the analysis of primary data collected from the consumers to find
out their profile and to know the factors which influence the consumer preference for
branded apparels. This chapter is divided into two parts, first part deals with the analysis
of consumer profile and the second part deals with the study of factors which influence
the consumers while purchasing branded apparels.
The analysis of data collected from the consumers was done to understand the profile
of consumers because the factors like age, education, annual income and marital status
greatly affect the consumer preference towards branded apparels and then the profile of
the consumers was linked to various factors related to purchase of branded apparels.
The analysis from the collected data is used for factors that influence the consumer
preference for branded apparel with the precision of two digits after the decimal.
We will analyze the data of:
1. Gender
2. Age Group
3. Occupation
4. Income
5. Rating on different brand apparels
6. Type of brand apparels
7. Degree of preference towards branded apparels
8. Factors influencing to purchase branded apparels
9. Who influence consumer to purchase branded apparels
10. Indicators use by consumers while purchasing branded apparels
11. Frequency of purchasing apparels/clothing
12. Changing fashion style according to trends
13. How much you spend on purchase of branded apparels
14. Where do you shop usually for purchasing of branded apparels
15. Are you brand conscious?
16. Do you think branded clothes are status symbol?
17. Are you comfortable to spend more to purchase your desired brand?
18. Are you loyal towards a particular brand?

30
1. Consumer’s Gender
Table 5(a): Consumer’s Gender
S. NO. Gender Out of Total Respondents
1 Male 95 (63.34%)
2 Female 55 (36.67%)
Source: Primary data
The above table shows 63.34% are male consumers and 36.67% are female consumers,
it gives the basic idea of demographics of the collected data.
Figure 5(a): Consumer’s Gender
63%
37%
Consumer's Gender
Male
Female

31
2. Age Group
Table 5(b): Consumer’s Age Group
S. NO. Gender 18-25 26-35 36-50 Total
1 Male 77 (81.05%) 14 (14.73%) 4 (04.21%) 100%
2 Female 41 (74.54%) 11 (20.00%) 3 (05.45%) 100%
Source: Primary data, all data are in percentage
Out of total consumers, in the age group of 18 or under there are no data as they majorly
shopping in the branded apparel with their parents or guardians.
Figure 5(b): Consumer’s Age Group
Numbers in Percentage (%)
However, with the age group between 18 and 25 we’ve most of the buyers who are
influenced by the factors having preference in branded apparel both in male and female
consumers, we can say due to the more awareness in youth than the other age groups.
The above table shows 77 out of 95 male consumers which is 81.05% are between the
age of 18 to 25, and 41 out of 55 female consumers which is 74.54% are between the
age group of 18 to 25. Now, with the age group of 26 to 35, we found that there are few
consumers. With the age group of 36 to 50, there are very less consumers who are
influenced by purchasing products.
81.05
14.73
4.21
74.54
20
5.45
0
10
20
30
40
50
60
70
80
90
18-25 26-35 36-50
Consumer's Age Group
Male Female

32
3. Consumer’s Occupation
Table 5(c): Consumer’s Occupation
Gender Student Salaried Self-employed Home maker Total
Male 48.42 20.00 31.57 0.0 100
Female 54.54 20.00 09.09 16.36 100
All data are in percentage
Out of total consumers, students are scattered over the male and female consumers.
There is no male consumer who is a homemaker. There are very few female consumers
who are self-employed. The above table shows that students are more influenced in the
branded apparel as they belong to the age group of 18-25.
Figure 5(c): Consumer’s Occupation
From the figure we can predict that students are more influenced by the branded
apparels as 48.42% male and 54.54% are female consumers from the data collected.
48.42
20
31.57
0
54.54
20
9.09
16.36
0
10
20
30
40
50
60
Student Salaried Self-employed Home maker
Consumer's Occupation
Male Female

33
4. Income
Table 5(d): Consumer’s Income
Gender
No
income
10,000-
1,00,000
1,00,000-
3,00,000
3,00,000-
5,00,000
5,00,000
& above
Total
Male 44.21 16.84 18.94 14.73 05.26 100
Female 56.36 29.09 10.90 1.81 1.81 100
All data are in percentage
Out of total consumers, no income consumers are scattered over the male and female
consumers. There is very less consumers who have income more than 5 lac. There are
very few female consumers who belong the income group of 3 lac to 5 lac and 5 lac or
above group. The above table shows that students who are not earning any income but
they are more influenced in the branded apparel.
Figure 5(d): Consumer’s Income
44.21
16.84
18.94
14.73
5.26
56.36
29.09
10.9
1.81 1.81
0
10
20
30
40
50
60
Consumer's Occupation
Male Female

34
From the figure we can predict that no income group is more influenced by the
branded apparels from the data collected.
However, if we look the above segregation of income group in total manner without
specifying the gender we can get a graph which will look like:
If we combine the income of male and female consumers we will get a graph
something like:
Figure 5(e): Consumer’s Income
We can predict from the above figure that about half of the consumers are belonging to
the group of “no income” group. A very percentage of consumers are belong to the
group of income which is 5,00,000 and above which is around 4%.
49%
21%
16%
10%
4%
Income
No income
10,000-1,00,000
1,00,000-3,00,000
3,00,000-5,00,000
5,00,000 and
above

35
5. Rating on different brand apparels
In the study, we have asked to our consumers to rate from 1 to 5 which means less
prefer brand to most prefer on 10 different brands like:
1. Levi’s
2. Tommy Hilfiger
3. Spykar
4. Calvin Klein
5. Nike
6. Puma
7. UCB
8. USPA
9. GAS
10. H&M
Table 5(f): Consumer’s rating on brand apparels
Brand
Rated from 1 to 5 (Less to Most preferred)
1 2 3 4 5
Levi’s 8 25 27 53 37
Tommy
Hilfiger
5 15 30 53 47
Spykar 12 15 45 51 27
Calvin Klein 9 18 41 36 46
Nike 4 11 24 56 55
Puma 16 8 36 61 29
UCB 11 22 36 51 30
USPA 14 24 30 46 36
GAS 17 27 37 37 32
H&M 12 20 29 46 43
All data are in numbers

36
From the above table, it shows how consumers have rated different brands which are
available in the market and rates are given from least preferred compare to other brands
at “1” and similarly they have given “5” for most preferred brand.
I have covered 10 brands which are usually known to the customers of every segment
in the market as if they are unknown to brand name then they will not give preference
to it anyhow and will get error in the data collection process, that’s why all the brands
that I have selected are known to them and they can easily rate between them as per
their preference.
There are five categories to rate in which we will analyze least and most preferred
according to the number of consumers have select the particular brand.
Figure 5(g): Most preferred brand by Consumer’s
The above figure shows the data of brands which are highly preferred by consumers in
the decreasing order. From the chart we can predict that Nike is the highly preferred
brand by the consumers.
55
47 46
43
37 36
32 30 29 27
0
10
20
30
40
50
60
Most Preferred brand
Most Preferred brand

37
Figure 5(h): Least preferred brand by Consumer’s
Now, from the above graph we can assume that “GAS” is least preferred by the
consumers as it got the highest “1” or less preferred ratio among other brands it can be
due to less awareness about the brand or maybe due to the price, design consumers
prefer other brands over “GAS”. Similarly “NIKE” is not selected by many consumers
in least preferred brand.
4
5
8
9
11
12 12
14
16
17
0
2
4
6
8
10
12
14
16
18
Least Preferred brand
Least Preferred brand

38
6. Type of brand apparels
In the study, we have asked to our consumer about the type of apparels they like the
most and also give them option about various types like casuals, formal wear,
sportswear, and party wear.
Figure 5(i): Type of brand apparels
From the above figure, we can see that there is an attraction towards casual wear in the
branded apparel as it can give various variety in the clothing concerning with other type
of wear. We can predict from the data that formal wear and party wear are mostly tailor
made clothing so they are equally preferred by the consumers.
67%
12%
12%
9%
Type of Brand Apparel
Casuals Formals Party Wear Sportswear

39
7. Degree of preference towards branded apparels
In the research, we have asked our consumers about the degree of preference towards
wearing branded apparel over the non-branded attire.
Figure 5(j): Degree of preference towards brand apparels
From the figure we can see around 33% means one-third of consumers mostly
preferred to wear branded apparel over non-branded. However, very few consumers
around 2% of total population are not preferring branded apparels maybe due the cost
of it.
11%
54%
33%
2%
Degree of preference towards brand apparels
Least preferred Moderately preferred Most preferred Not preferred

40
8. Factors influencing to purchase branded apparels
In the research, we have asked our consumers about 3 different factors that can
influence them to purchase branded apparel which are:
1. Price
2. Quality
3. Status-quo
Figure 5(k): Factors influencing to purchase brand apparels
From the above figure, we can predict that most of the consumers who are purchasing
the branded apparel for quality of the brand rather than price or status-quo as every
consumer expect to have good durability of the apparel.
14%
75%
11%
Factors influencing to purchase brand apparels
Price Quality Status-quo

41
9. Who influences consumer to purchase branded apparels
In the research, we have asked our consumers about various category of people who
can influence them to purchase branded apparel.
There are various people in everyone’s life who influence them to purchase branded
apparel and from the collected data we have asked 6 different type of people/factors
which can influence them for purchasing.
Figure 5(l): Who influences consumer to purchase branded apparels
From the above figure, we can predict that 59% consumers are influenced by their
surrounding people which are friends and family. The next group can be the
colleagues which are working with them, so it is obvious that the people who are
around us can influence us for purchasing the branded apparel.
4%
14%
59%
1%
1%
21%
Celebrities Colleagues
Family & friends Media
Self Influenced Social media influencer

42
10. Indicators use by consumers while purchasing branded apparels
In the research, we have asked our consumers about various indicators which are used
by them while purchasing branded apparel.
For the better understanding of the indicators, I allowed use to select one or more
indicators for getting better insight on the research as they may have more than one
indicator that can be used by them while purchasing.
Figure 5(m): Indicators use by consumers while purchasing
Branded apparels
From the above we can see that there are 4 different indicators which are used by
consumers while purchasing branded apparel. Out of total 150 consumers 72 has opted
for “Brand value” which is selected less than others. While out of 150 consumers, 95
has selected variety so it is clear that consumers want variety in the apparel industry
that’s why it is highly selected by consumers.
72
81 84
95
0
10
20
30
40
50
60
70
80
90
100
Brand value Price Uniqueness of
brand
Variety
Indicators used by consumers

43
11. Frequency of purchasing apparels/clothing
In the research, we have asked our consumers about frequency of purchasing branded
apparel/clothes.
The frequency of the buyer depends on various factors like there is a specific need for
the new clothes, it can be a monthly or quarterly purchase of new apparels, or they will
buy on special occasions or a visit to the store attract them towards any new design and
they will purchase.
Figure 5(n): Frequency of purchasing apparels/clothes
From the above figure we can predict that around 56% of the total consumers are
purchasing new apparel or clothing on need based purchasing and followed by monthly
purchasers which are around 21% of total consumers. Special occasion consumers are
6% as they only purchase on festivals, marriage, party functions, so forth.
56%
21%
17%
6%
Freuency of purchasing
Need based Monthly Quarterly Special occasions

44
12. Changing fashion style according to trends
In the research, we have asked our consumers that whether they are upgrading
themselves according to new trends and design that are available in the market for the
apparel or clothing.
Figure 5(o): Changing fashion according to trends
From the above figure we can depict that there are many consumers who are changing
their fashion according to the new trends which are available in the market. From the
figure we can see there are 36% and 28% male and female consumers who are agreed
with the question. Around 22% of total consumers are unsure about the question as they
have selected “Maybe” option rather than a firm answer.
36%
10%
17.33%
28%
4% 4.67%
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
Yes No Maybe
Changing fashion according to trends
Male Female

45
13. How much you spend on purchase of branded apparels
In the research, we have asked our consumers about spending on purchasing branded
apparel/clothes. As everyone has a different spending limit this question is equally
important for the research.
Figure 5(p): Spending on purchasing of branded apparels
From the above figure, we can predict that 43% of consumers belong to the category of
spending limit between 3000 to 5000 followed by 26% and then to 23% which are
having a spending limit of 5000 and more and between 1500 to 3000. As per the data
we can conclude that consumers have to spend more than 1500 to purchase a branded
apparel.
3%
7
23%
43%
26%
Spending on purchase of branded apparel
Less than 500 500-1500 1500-3000
3000-5000 5000 and more

46
14. Where do you shop usually for purchasing of branded apparels?
In the research, we have asked our consumers about the specific shop from which they
are purchasing branded apparel/clothes. As everyone has a different perspective to shop
from the vendor and this question is equally important for the research.
Figure 5(q): Shop usually for purchasing of branded apparels
From the above figure, we can predict that 54% of consumers usually shop from the
“Malls” as malls are having variety of branded shops in it rather than having a non-
branded apparel store. A very few amount of consumers are purchasing from the
“Market” as we can assume that market generally don’t have any branded apparel store
in it.
23%
54
1%
40%
Shop for purchasing branded apparel
E-commerce Malls Market Speciality stores

47
15. Are you brand conscious?
In the research, we have asked our consumers about that whether they are brand
conscious or not as they are easily influence by the various factors surrounding to them.
Figure 5(r): Are you brand Conscious
From the above figure, we can predict that 68% of consumers said “NO” they are not
brand conscious and we can assume that because they can be influenced but after all it
about the purchasing power that depends on purchasing of apparel and most of them
don’t purchase very high cost products which are offered by the branded stores.
55%
68
Brand Conscious
Yes No

48
16. Do you think branded clothes are status symbol?
In the research, we have asked our consumers about whether they think that branded
clothes are a symbol of status.
Figure 5(s): Branded clothes are symbol of status
From the above figure, we can predict that consumers are scattered over the graph and
consumers rated most in the neutral or in our questionnaire it is “3” which is 28% and
consumers who are thinking least that it is status symbol are 13.33% and 19.33%
consumers think highly that it a symbol of status to purchase branded apparel.
13.33% 13.33%
28%
26%
19.33%
0
0.05
0.1
0.15
0.2
0.25
0.3
1 2 3 4 5
Symbol of status

49
17. Are you comfortable to spend more to purchase your desired
brand?
In the research, we have asked our consumers about whether they can spend more to
purchase the desired brand clothes.
Figure 5(t): Spend more to purchase your desire brand
From the above figure we can depict that there are many consumers who are spending
more to purchase their desired brand. From the figure we can see there are 36% and
13% male and female consumers who are agreed with the question. Around 39.34% of
total consumers are unsure about the question as they have selected “Maybe” option
rather than a firm answer.
36%
7%
20.67%
13%
5%
18.67%
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
Yes No Maybe
Spend more to purchase desired brand
Male Female

50
18. Are you loyal towards a particular brand?
In the research, we have asked our consumers about whether they are loyal towards a
particular brand. As many consumers are the repeat purchasers of the brand which they
like as they feel comfortable and also it may be affordable to them compared to other
brands.
Figure 5(u): Loyal towards a particular brand
From the above figure we can depict that there are many consumers who are loyal
towards a particular brand purchase from their desired brand specifically. From the
figure we can see there are 28% and 19% male and female consumers who are agreed
with the question. Around 25% of total consumers are unsure about the question as they
have selected “Maybe” option rather than a firm answer.
28%
19%
17.00%
19%
10%
8.00%
0
0.05
0.1
0.15
0.2
0.25
0.3
Yes No Maybe
Loyal towards a particular brand
Male Female

51
CHAPTER – 6
FINDINGS AND CONCLUSION
6.1 Findings of the study
In light of these findings, it can be concluded that many studies have been done taking
aesthetics, social influencing, social-media marketing on the branded apparel industry,
psychological factors of the consumers in India, and less emphasis is given on
promotional offers in context with buying behavior of branded apparel. In this research,
I have examined various findings that can be useful to get a deep insight into the
branded apparel industry.
From the demographics of the data that I have collected contains 63% of the male
consumers and 37% of female consumers which is the basic information before giving
the finding for the study.
Below are the findings from the study which give an insight into the consumer's
preference towards the branded apparel industry.
1. The consumers majorly belong to the age group of 18 to 25 and generally, they
are students completing their education and in our study around 81% are male
and 75% are female consumers out of the total male and female consumers
which belong to the age group of 18 to 25.
2. There are no male consumers who are home-maker as the population collected
from the male-dominant region.
3. The consumers who are not earning are mostly influenced by the branded
apparel as they are young and they can easily concerned with this type of
industry. In our study around 45% are male and 57% are female consumers out
of the total male and female consumers which belong to the "No Income" group
and combining both genders give 49% of total data.
4. We have collected ratings on different 10 brands in which they have to give
rating according to the least preferred brand to the most preferred brand to them.
From our data, Nike is selected as the most preferred brand and GAS is selected
as the least preferred brand by the consumers.

52
5. We have given 4 different options on types of brand apparels in which they have
to select any one of them that is most preferred to them. From our data, Casual
wear is selected as the most preferred type with 67% out of total consumers.
6. We have asked degree of preference towards branded apparels in which they
have to select any one of them from least to most preferred. From our data,
mostly consumers have selected moderately preferring brand apparels with 54%
out of total consumers and only 2% have said that they are not preferred to brand
apparel.
7. We have given 3 different options on factors influencing to purchase branded
apparels in which they have to select any one of them that is most preferred to
them. From our data, Quality is selected as the most preferred factor with 75%
out of total consumers.
8. We have given 6 different options on perosn who influences consumer to
purchase branded apparels in which they have to select any one of them that is
most preferred to them. From our data, family and friends is selected as the most
preferred factor with 59% out of total consumers and very few are influenced
by media and self-influenced with 1% each of total consumers.
9. We have given 4 different indicators used by consumers while purchasing
branded apparels in which they have to select any one or they can select all
options also. From our data, variety is selected as the most preferred factor by
95 consumers out of total consumers and brand value is least selected by
consumers with 72 out of total consumers.
10. We have asked our consumers there frequency of purchasing apparel/clothing
in which they have to select any one option. From our data, 56% out of total
consumers have selected the option need based as it means that they will
purchase the branded apparel as per their need. Very few have selected the
special occasions option which is 6% out of total consumers.
11. We have asked our consumers that whether they are changing the fashion style
according to the trend with two firm options "YES" or "NO". From our data,
36% out of total male consumers and 28% out of total female consumers have
selected the option "YES". Around 22% of total consumers are unsure about the
question as they have selected “Maybe” option rather than a firm answer.

53
12. We have asked our consumers there spending limit on the purchasing of branded
apparels. From our data, mostly people selected the option which have spending
range between 3000 to 5000 which is around 43% out of total consumers.
13. We have asked our consumers that at which place or shop they usually purchase
branded apparels. From our data, mostly people selected the option "Malls"
which is around 54% out of total consumers.
14. Out of total consumers, 68% consumers are brand conscious and 20% people
think that branded clothes are symbol of status for them.
15. Out of total consumer, 28% male and 19% female consumers are loyal towards
the specific brand they like and they will purchase from that brand only and they
are ready to spend more for their desired brand.
6.2 Conclusion
With growing awareness and entrance of new comers, consumers are becoming brand
conscious every day. The objective of this study was to study the influence of various
factors affecting buying decision and consumer preference towards branded apparels
and the findings of this study provide us with interesting conclusions as we have seen
them above. Branded apparels are preferred more than non-branded apparels.
Result also show that buyers prefer visiting malls in comparison to speciality stores,
market or E-commerce for shopping branded apparel.
As usage period increases, satisfaction level from a brand also increases which leads
them to the loyalty of the brand and they are agree to pay little more for purchasing
there desired brand apparel.
The main influencing factors for buying branded apparels are its variety, family,
friends, changing in fashion according to trend consumer want to upgrade themselves,
types of apparel.
The study also concludes that there is no relationship between the buyer’s family size
and having a promotional offer rather they will select the desired brand and will pay
little more.

54
7. References
https://www.financialexpress.com/
https://www.marketingprofs.com/
https://www.pressreleasepoint.com/
https://www.thehindubusinessline.com/
https://www.westside.com/
http://www.shopperstop.com/
https://ijsrm.in/
https://retail.economictimes.indiatimes.com/
https://www.indiatimes.com/
https://www.nike.com/in/
https://www.scoopwhoop.com
https://www.ibef.org

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