An Analytical Study on the Men's Denim Wear Market in India – Identification of the Key Factors Influencing the Consumer Buying Behaviour in the Economy Segment.
In this research study, the researcher tried to study the various factors affecting the consumer buying behaviour in the Men’s Denim Wear Market in Kolkata. All the indicators applied in the study, were extracted from intensive literature survey and some of them came out as strong factors with high factor loadings in totality explaining the various reasons behind the behaviour displayed by the consumers while making a purchase of Denim wear in Kolkata. Eight factors namely, product quality, product innovativeness, product variety, style and attractiveness, long lasting, peer influence, availability and enhance confidence are seen to be the major driving forces behind the consumer buying behaviour. Relevant hypothesis were formulated to study the dependency of the important behaviourial factors through Chi-square on the demographic variables of the consumers like Age, Income and Occupation. To understand the various segments of the market and its characteristics, cluster analysis was performed to dissect the existing market into smaller segments to focus upon and to understand the consumer characteristics in a bigger and a more focussed way. The three segments which were derived are namely, Fashion Replicates, Trend Setters and Fashion Traditionalists. This research shall help in a better understanding of the denim jeans consumer market and shall help further researchers and organisations based in India to work upon these characteristics before launching their brand or product.
Wastra publications covers analysis of manufacturing ideas in garment industry including how to set up a garment factory, opportunities, insights and trends
UGC (User Generated Content) in India - A Contests2win.com ReportEkalavya Bhattacharya
An insight into UGC in India. What are people creating? Why are they creating the content? Does incentivization work? Do women create more content than men? Images vs Videos?
How can brands leverage UGC in India? Does Social Media make sense in a developing country?
Read on for more
Wastra publications covers analysis of manufacturing ideas in garment industry including how to set up a garment factory, opportunities, insights and trends
UGC (User Generated Content) in India - A Contests2win.com ReportEkalavya Bhattacharya
An insight into UGC in India. What are people creating? Why are they creating the content? Does incentivization work? Do women create more content than men? Images vs Videos?
How can brands leverage UGC in India? Does Social Media make sense in a developing country?
Read on for more
Indian Textile Industry: Opportunities, Challenges and SuggestionsCrimsonpublishersTTEFT
The Indian textile industry is highly fragmented and labor-intensive. The textile industry is being dominated by unorganized sector and Small and medium industries. The foreign investors are not investing in the textile sector which is also one of the areas of concern. The government policies and tax structure are not favoring this industry textile industry is highly competitive and the present situation demands the companies to benchmark their products with the best in the world and try to upgrade the quality and production processes. The paper tries to provide insights into the Indian textile industry. The article attempts to explain the opportunities, challenges and suggestions.
Indian Textile Industry: Opportunities, Challenges and SuggestionsCrimsonpublishersTTEFT
The Indian textile industry is highly fragmented and labor-intensive. The textile industry is being dominated by unorganized sector and Small and
medium industries. The foreign investors are not investing in the textile sector which is also one of the areas of concern. The government policies and
tax structure are not favoring this industry textile industry is highly competitive and the present situation demands the companies to benchmark their
products with the best in the world and try to upgrade the quality and production processes. The paper tries to provide insights into the Indian textile
industry. The article attempts to explain the opportunities, challenges and suggestions
In the dynamic realm of fashion, Indian apparel manufacturers have emerged as trailblazers, setting new standards of excellence and innovation. With a legacy steeped in centuries-old craftsmanship and a keen eye for evolving global trends, clothing manufacturers in India have become synonymous with quality, diversity, and sustainability.
Clothing manufacturers in India have garnered international acclaim for their unwavering commitment to producing high-quality garments. Renowned for their meticulous attention to detail and impeccable tailoring, these manufacturers consistently deliver products that stand the test of time. From traditional attire to contemporary fashion, Indian apparel manufacturers cater to a wide spectrum of tastes and preferences, ensuring a versatile range of options for consumers worldwide.
Among the various segments, denim and sportswear manufacturers have carved a niche for themselves. Indian denim manufacturers are celebrated for their expertise in creating durable, fashionable, and eco-conscious denim products. Leveraging cutting-edge technology and sustainable practices, they lead the way in producing denim that not only meets global fashion standards but also aligns with environmental conservation efforts.
Similarly, sportswear manufacturers in India have gained prominence for their ability to blend functionality with style. Their innovative designs and advanced fabrics cater to the needs of athletes and fitness enthusiasts, both domestically and on the international stage. By prioritizing performance, comfort, and aesthetics, these manufacturers have positioned India as a formidable player in the global sportswear market.
One of the key strengths of Indian clothing manufacturers lies in their adaptability and responsiveness to evolving consumer demands. By embracing modern technology and production techniques, they ensure efficiency and precision in every stage of the manufacturing process. This adaptability extends to the incorporation of sustainable practices, with many manufacturers championing eco-friendly materials and ethical production methods.
Furthermore, Indian apparel manufacturers play a pivotal role in driving economic growth and providing employment opportunities. Their operations support a vast network of skilled artisans, tailors, and workers, contributing significantly to the country's socio-economic development.
Indian apparel manufacturers stand at the forefront of the global fashion industry, showcasing exceptional craftsmanship, innovation, and a commitment to sustainability. Their influence extends beyond borders, shaping trends and setting new benchmarks for quality and diversity. With a legacy deeply rooted in tradition and an eye toward the future, these manufacturers continue to lead the way in the ever-evolving world of fashion.
The Global Impact of Indian Apparel Manufacturing delves into the profound influence that the Indian apparel manufacturing industry wields on a worldwide scale. This article sheds light on the pivotal role played by clothing manufacturers, particularly those based in India, in shaping the global fashion landscape.
Highlighting India's prominence in the global apparel market, the article showcases the contributions of both traditional and modern apparel manufacturers in the country. It delves into the diverse offerings, from sustainable clothing manufacturers championing eco-friendly practices to specialized denim manufacturers and sportswear manufacturers producing high-quality garments tailored to meet international standards.
The article also spotlights the sustainable practices prevalent in Indian apparel manufacturing, demonstrating the industry's commitment to environmental responsibility. From ethical sourcing to innovative production techniques, these manufacturers set the stage for a more sustainable future in fashion.
Readers will gain valuable insights into the unique strengths and capabilities of Indian apparel manufacturers, making it a crucial resource for those interested in the global fashion industry. Whether you're seeking high-quality denim products, sustainable fashion options, or sportswear crafted with precision, this article provides an extensive overview of the key players and initiatives propelling Indian apparel manufacturing onto the global stage. Explore the far-reaching impact of this dynamic industry and discover the innovations that are reshaping the way we approach fashion worldwide.
Denim business is the second position of EU and third position of USA market. its our new opportunities developing our country.Bangladesh earned $507.92 million – a 9.55% growth – exporting denim products to the US markets in 2017, which was $463.61 million in 2016.
Full PPT Download Link:
https://tcharticles.com/product/global-denim-industry-brief-overview/
‘Global Denim Industry Overview’ is the latest research PPT by Agastya Market Research, useful for denim industry worldwide.
This well researched & meticulously analyzed article equipped with latest data reveals the state of global denim industry.
Presented in brief yet well-structured format, the research unfolds performance of denim industry in recent past & present as well as provides prospects of future.
The article includes key parameters from market demand side as well as production/supply side, furnishing key insights essential to denim industry professionals.
Key contents of this article are given below.
1. Key Highlights.
2. Global Denim Industry: Market Growth.
3. Global Denim Fabric Industry: Market Growth.
4. Global Denim Jeans Industry: Market Growth.
5. Global Denim Jeans Industry : Market Segmentation By Region.
6. Global Denim Jeans Industry: Market Insights Of Key Countries.
7. Global Denim Jeans Industry: Market Segmentation By Distribution Channels & End User Segment.
8. Global Denim Jeans Industry: Market Growth By Price Segments.
9. Global Denim Industry Production Scenario : Industry Structure.
10 Global Denim Industry Production Scenario : Key manufacturing Locations/Clusters.
11 Global Denim Fabric Production Scenario: Capacity Overview Of Top Denim Fabric Producing Countries.
12 Global Denim Industry: Country Competitiveness Review.
13. Global Denim Industry : Major Government Support Initiatives.
14. Global Denim Industry : Latest Technologies In Manufacturing.
15. Global Denim Fabric Industry: International Trade Insights.
16. Global Denim Jeans Industry: International Trade Insights.
17. Global Denim Industry : Major Challenges & Way Forward.
Denim Club Newsletter : Issue February 05, 2014denimclub
Denim Club compiles the latest news and updates related to denim business and industry from all across the globe and brings these to you in the form of the Denim Club Newsletter.
As the only superpower in the world, the fundamental interest of the United States in the Syrian conflict
is to maintain its superpower status. Guided by this principle, the United States has important interests in Syria:
Toppling or at least the long-term weakening of the Syrian Assad regime; Containing Russian and Iranian
influence in Syria; Fighting terrorism such as ISIS to prevent Syria from becoming a terrorist base; Opposing the
Syrian government’s use of chemical weapons; Supporting Syrian Kurdish forces on the basis of not breaking with
Turkey, etc. Interest is the unity of needs and means to realize them. With the development of the situation in Syria,
the ability of the United States to fulfill its needs is also changing, which leads to the differences of its main
interests in different historical periods of the Syrian conflict, not only in the content of interests, but also in the
priority of interests. In the Syrian conflict, the constant changes in the important interests of the United States
show that the United States is increasingly unable to safeguard its superpower status
The paper focus on entrepreneur skill through business education program to curb restiveness for
sustainable development. Need for entrepreneur skills acquisition were identified, business education program
and functions of entrepreneur were identified and sorted out as the types of entrepreneur in our present society.
Conclusion was drawn which include effort towards creating good initiatives in order to develop our dear
societies as it become the focus in 21st century. Therefore parents and business society should emulate a kind of
economy strategies like China, Germany, and America etc. in order to provide means of surviving strategies
among individuals in the entire nation.
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Similar to An Analytical Study on the Men's Denim Wear Market in India – Identification of the Key Factors Influencing the Consumer Buying Behaviour in the Economy Segment.
Indian Textile Industry: Opportunities, Challenges and SuggestionsCrimsonpublishersTTEFT
The Indian textile industry is highly fragmented and labor-intensive. The textile industry is being dominated by unorganized sector and Small and medium industries. The foreign investors are not investing in the textile sector which is also one of the areas of concern. The government policies and tax structure are not favoring this industry textile industry is highly competitive and the present situation demands the companies to benchmark their products with the best in the world and try to upgrade the quality and production processes. The paper tries to provide insights into the Indian textile industry. The article attempts to explain the opportunities, challenges and suggestions.
Indian Textile Industry: Opportunities, Challenges and SuggestionsCrimsonpublishersTTEFT
The Indian textile industry is highly fragmented and labor-intensive. The textile industry is being dominated by unorganized sector and Small and
medium industries. The foreign investors are not investing in the textile sector which is also one of the areas of concern. The government policies and
tax structure are not favoring this industry textile industry is highly competitive and the present situation demands the companies to benchmark their
products with the best in the world and try to upgrade the quality and production processes. The paper tries to provide insights into the Indian textile
industry. The article attempts to explain the opportunities, challenges and suggestions
In the dynamic realm of fashion, Indian apparel manufacturers have emerged as trailblazers, setting new standards of excellence and innovation. With a legacy steeped in centuries-old craftsmanship and a keen eye for evolving global trends, clothing manufacturers in India have become synonymous with quality, diversity, and sustainability.
Clothing manufacturers in India have garnered international acclaim for their unwavering commitment to producing high-quality garments. Renowned for their meticulous attention to detail and impeccable tailoring, these manufacturers consistently deliver products that stand the test of time. From traditional attire to contemporary fashion, Indian apparel manufacturers cater to a wide spectrum of tastes and preferences, ensuring a versatile range of options for consumers worldwide.
Among the various segments, denim and sportswear manufacturers have carved a niche for themselves. Indian denim manufacturers are celebrated for their expertise in creating durable, fashionable, and eco-conscious denim products. Leveraging cutting-edge technology and sustainable practices, they lead the way in producing denim that not only meets global fashion standards but also aligns with environmental conservation efforts.
Similarly, sportswear manufacturers in India have gained prominence for their ability to blend functionality with style. Their innovative designs and advanced fabrics cater to the needs of athletes and fitness enthusiasts, both domestically and on the international stage. By prioritizing performance, comfort, and aesthetics, these manufacturers have positioned India as a formidable player in the global sportswear market.
One of the key strengths of Indian clothing manufacturers lies in their adaptability and responsiveness to evolving consumer demands. By embracing modern technology and production techniques, they ensure efficiency and precision in every stage of the manufacturing process. This adaptability extends to the incorporation of sustainable practices, with many manufacturers championing eco-friendly materials and ethical production methods.
Furthermore, Indian apparel manufacturers play a pivotal role in driving economic growth and providing employment opportunities. Their operations support a vast network of skilled artisans, tailors, and workers, contributing significantly to the country's socio-economic development.
Indian apparel manufacturers stand at the forefront of the global fashion industry, showcasing exceptional craftsmanship, innovation, and a commitment to sustainability. Their influence extends beyond borders, shaping trends and setting new benchmarks for quality and diversity. With a legacy deeply rooted in tradition and an eye toward the future, these manufacturers continue to lead the way in the ever-evolving world of fashion.
The Global Impact of Indian Apparel Manufacturing delves into the profound influence that the Indian apparel manufacturing industry wields on a worldwide scale. This article sheds light on the pivotal role played by clothing manufacturers, particularly those based in India, in shaping the global fashion landscape.
Highlighting India's prominence in the global apparel market, the article showcases the contributions of both traditional and modern apparel manufacturers in the country. It delves into the diverse offerings, from sustainable clothing manufacturers championing eco-friendly practices to specialized denim manufacturers and sportswear manufacturers producing high-quality garments tailored to meet international standards.
The article also spotlights the sustainable practices prevalent in Indian apparel manufacturing, demonstrating the industry's commitment to environmental responsibility. From ethical sourcing to innovative production techniques, these manufacturers set the stage for a more sustainable future in fashion.
Readers will gain valuable insights into the unique strengths and capabilities of Indian apparel manufacturers, making it a crucial resource for those interested in the global fashion industry. Whether you're seeking high-quality denim products, sustainable fashion options, or sportswear crafted with precision, this article provides an extensive overview of the key players and initiatives propelling Indian apparel manufacturing onto the global stage. Explore the far-reaching impact of this dynamic industry and discover the innovations that are reshaping the way we approach fashion worldwide.
Denim business is the second position of EU and third position of USA market. its our new opportunities developing our country.Bangladesh earned $507.92 million – a 9.55% growth – exporting denim products to the US markets in 2017, which was $463.61 million in 2016.
Full PPT Download Link:
https://tcharticles.com/product/global-denim-industry-brief-overview/
‘Global Denim Industry Overview’ is the latest research PPT by Agastya Market Research, useful for denim industry worldwide.
This well researched & meticulously analyzed article equipped with latest data reveals the state of global denim industry.
Presented in brief yet well-structured format, the research unfolds performance of denim industry in recent past & present as well as provides prospects of future.
The article includes key parameters from market demand side as well as production/supply side, furnishing key insights essential to denim industry professionals.
Key contents of this article are given below.
1. Key Highlights.
2. Global Denim Industry: Market Growth.
3. Global Denim Fabric Industry: Market Growth.
4. Global Denim Jeans Industry: Market Growth.
5. Global Denim Jeans Industry : Market Segmentation By Region.
6. Global Denim Jeans Industry: Market Insights Of Key Countries.
7. Global Denim Jeans Industry: Market Segmentation By Distribution Channels & End User Segment.
8. Global Denim Jeans Industry: Market Growth By Price Segments.
9. Global Denim Industry Production Scenario : Industry Structure.
10 Global Denim Industry Production Scenario : Key manufacturing Locations/Clusters.
11 Global Denim Fabric Production Scenario: Capacity Overview Of Top Denim Fabric Producing Countries.
12 Global Denim Industry: Country Competitiveness Review.
13. Global Denim Industry : Major Government Support Initiatives.
14. Global Denim Industry : Latest Technologies In Manufacturing.
15. Global Denim Fabric Industry: International Trade Insights.
16. Global Denim Jeans Industry: International Trade Insights.
17. Global Denim Industry : Major Challenges & Way Forward.
Denim Club Newsletter : Issue February 05, 2014denimclub
Denim Club compiles the latest news and updates related to denim business and industry from all across the globe and brings these to you in the form of the Denim Club Newsletter.
It include Technical, Marketing and HR Feasibility of Formal trouser firm in india.
Similar to An Analytical Study on the Men's Denim Wear Market in India – Identification of the Key Factors Influencing the Consumer Buying Behaviour in the Economy Segment. (20)
As the only superpower in the world, the fundamental interest of the United States in the Syrian conflict
is to maintain its superpower status. Guided by this principle, the United States has important interests in Syria:
Toppling or at least the long-term weakening of the Syrian Assad regime; Containing Russian and Iranian
influence in Syria; Fighting terrorism such as ISIS to prevent Syria from becoming a terrorist base; Opposing the
Syrian government’s use of chemical weapons; Supporting Syrian Kurdish forces on the basis of not breaking with
Turkey, etc. Interest is the unity of needs and means to realize them. With the development of the situation in Syria,
the ability of the United States to fulfill its needs is also changing, which leads to the differences of its main
interests in different historical periods of the Syrian conflict, not only in the content of interests, but also in the
priority of interests. In the Syrian conflict, the constant changes in the important interests of the United States
show that the United States is increasingly unable to safeguard its superpower status
The paper focus on entrepreneur skill through business education program to curb restiveness for
sustainable development. Need for entrepreneur skills acquisition were identified, business education program
and functions of entrepreneur were identified and sorted out as the types of entrepreneur in our present society.
Conclusion was drawn which include effort towards creating good initiatives in order to develop our dear
societies as it become the focus in 21st century. Therefore parents and business society should emulate a kind of
economy strategies like China, Germany, and America etc. in order to provide means of surviving strategies
among individuals in the entire nation.
Non-linguistic symbol is a carrier of language,which carries ideas, positions, attitudes and emotions
that people communicate. Based on the case of business communication and the theoretical framework of
semiotics, this paperprobes intothe influence of nonverbal signs on international business banquets from a
cultural perspective, and then puts forward relevant strategies to promote the smooth communication. The study
finds that nonverbal signs play a significant role in the communication and exchange of international banquets.
Nonverbal signs can be made use of to accurately understand the meaning of the other party, and further foster
the realization of effective communication. The purpose of this study is to aimed to provide correspondent
strategies for language barriers encountered in business banquets and business activities, in an attempt to
provide certain implications for such fields as business discourse research, business communication and
cultural exchanges.
Nawāl al-Sa'dāwī has criticised sharply the discourse of masculine God in her works, either
fiction or non-fiction. The phenomena is interesting to be analyzed since there are no many feminists who have
courageoulsy discuss the problem. By paying attention on her works, this paper is aimed to answer the
question: What are the forms of Nawāl al-Sa'dāwī's criticism on the masculinity in the discourse on God? What
is the positionisation of the criticism in the meaning of discourse on divinity and why did Nawāl Al-Sa'dāwī
criticise? The paper gives meaning to the reading on the deconstruction that emphasizes the plurality and
meaning of the relation between the signifie and signifiant in language. Nawāl al-Sa'dāwī offers a new meaning
which is different, humanistic, and visionary, since the masculinity of discourse on God had been structured by
the ruler as a philosophical basis for the theological justification to structurise the patriarchal point of view to
preserve women's subordination. She has made her deconstruction as a strategy for liberation of women and
establishment of their autonomy as their fundamental condition, a gift from God. This autonomy of women had
been actualised in the early history of mankind through the reconstructive reading on history of ancient Egypt
which has been done by her.
The contending forces generated by friction between the collaborative platform firms in the paid transportation of people’s market, and the regulation present in anti-trust policies in Costa Rica will be discussed in depth as a means of determining the economic impacts that new regulatory bills may cause.The recent entryof developing countries into the collaborative economy has caused social and economic tensions due to the lack of an updated and rejuvenated legal framework which could reconcile the economic and legal differences.The expected results of a new anti-trust policy to regulate collaborative transportation platform firms in Costa Rica are a higher regulated price, a lower quantity supplied of hailing rides, and a loss of efficiency in the sector consequence of the new technical requirements. The case of Uber Company’s entry in Costa Rica is used to depict these economic effects.
The Srebrenica event during the war in Bosnia and Herzegovina has become one of the most
famous. It has also brought the first verdict of the criminal offense of genocide before the international
body after the Second World War. The purpose of this paper is not to attempt relativization of facts or to
answer the question of whether it was truly genocide in a subjective sense, but rather to comment on
judicial practice in those essential segments related to dubious questions and theses. The purpose is, of
course, to understand the issues in order to understand and classify other terrible events in the recent
war or current or future conflicts and trials more easily and correctly.
This paper examine the impact of macroeconomic factors on firm level equity premium. Following
the concept of macro-based risk factor model, we consider macroeconomic variable set of equity premium
determinant. The macroeconomic variables include interest rate, money supply, industrial production, inflation
and foreign direct investment. The macroeconomic variables are not in control of the firm's management. These
are the external factors which affect the company as well as the overall market returns. The Macro-based
Multifactor Model is estimated for the whole sample. It is found that the market premium and the selected five
macroeconomic factors significantly affect the firm level equity premium of non-financial firms. Increase in
market premium, money supply, foreign direct investment and industrial production positively affect the firm
level equity premium while increase in interest rate and inflation negatively affects the firm level equity
premium. These findings are beneficial for the common shareholders, institutional investors and policy makers
to find more specific insight about the relationship between macroeconomic variables and equity premium of
non-financial sectors.
The paper focus on entrepreneur skill through business education program to curb restiveness for
sustainable development. Need for entrepreneur skills acquisition were identified, business education program
and functions of entrepreneur were identified and sorted out as the types of entrepreneur in our present society.
Conclusion was drawn which include effort towards creating good initiatives in order to develop our dear
societies as it become the focus in 21st century. Therefore parents and business society should emulate a kind of
economy strategies like China, Germany, and America etc. in order to provide means of surviving strategies
among individuals in the entire nation.
In this Article the historical survey of puppet art in Pakistan are explained. The survey starts from
1947 to till now. The roots of this art are traced back to the Indus valley civilization, to the Sub Continent, and
eventually to the areas which are now known as Pakistan. Same like India there is no clear history of Puppet
art in Pakistan. This research concludes the details of the history after independence. Underlying research has
strived to explore the significance and the importance of the puppetry as art form and some extent for the sake
of education in Pakistan. This art is subject to decline because of lack of interest of the people in it. This
research explains to know the brief history about puppets stories its reasons and the struggle of the artist to
make this term so prominent. The research also counts the positive aspects of the puppetry that despite all the
odds is still alive and working in our society. Besides this many organizations are also contributing to this field
of art. It proves that the puppetry is in the cultural roots of the people of this region. If a nation is alive then its
art and culture is also alive. Underlying research contributes towards creating awareness for this art and
entertainment form.
Based on John Bailey’s theory of Cultural Adaptation, this research mainly focuses on the differences
between Chinese and the United States’ diet culture, analyzes the background and causes of differences between
Chinese and Western diet cultures, and further expounds the long-standing exchanges and collisions between
Chinese and Western diet culture differences so as to reveal the development status and existing problems of
international business activities under the diet culture differences. The study is aimed to provide certain references
for the elimination of cultural barrier in international business communication and thus promote the smooth
development of international market.
In Indonesia, forest fires become a problem every year during the annual dry season, when fires
are lit to clear and/or prepare land for agriculture. The smoke from the fires creates a haze that affects not only
the area where land is being cleared but also neighboring countries since it travels with the wind. This study
explores media framing related to haze that blanketed parts of Indonesia, Malaysia, and Singapore, through a
qualitative content analysis of the news stories published in 2017 in three leading English newspapers from the
three countries: The Jakarta Post (Indonesia), The Straits Times (Singapore) and The Star (Malaysia). A
theoretical framework from Semetko & Valkernburg (2000) who suggest five media framing (conflict,
responsibility, economic consequences, human interest, and morality) is used in the analysis. The research
questions: What were the main frames used in the three newspapers from the three countries? The results
indicate that responsibility was the most visible frame in the three newspapers. Alleged land clearance by
plantation companies and individuals was the main theme associated with the responsibility frame
and more, the discourse of as a vehicle through which messages are communicated in film
is taking centre stage. Its use necessitates an understanding not only of the vocabulary, but also of the content.
Cameroon filmmakers exploit language to expound and portray how the society is still constantly faced with the
problem of power manifestation and most especially, the marginalisation of women. Limits are set as to where
and what a woman can say in the presence of men. Considered a cultural marginalization, a woman’s words
are not to be heard in public spaces where men are. As such, language in traditional settings, sets limitations
for the woman in almost all aspects of life. Through a semiotic reading of Victor Viyouh’s Ninah’s Dowry and
circumscribed by feminist criticism, this paper attempts to portray the role of the sign in promoting male
domination in Cameroon. The woman is constructed by words and images as the weaker sex and subjected to
the men
The purpose of this study was to describe the use of newspapers as a source for English
Language Acquisition. Its aim was to investigate the extent of which newspapers can affect and enhance the
learning of English language. The Technical English curricular aims to extent learners’ English language
proficiency in order to meet their needs, in everyday life including for knowledge acquisition purposes, and for
workplace use. Effectiveness learning entails learning beyond the classroom. In this regard, newspaper may be
a good resource that can be used to promote and enhance English language learning. This study explored
whether newspaper as an alternative to the textbook able to arouse learners’ interests in learning English.
Newspaper as a tool for language learning.
This study was conducted in Institute Latihan Perindustrian Kuala Lumpur (ILPKL) to obtain students’
views on using the newspapers and to access the effects of its use on their learning. The quantitative modes used
for the data collections. The findings of the study indicated that the use of newspapers did indeed have positive
effect on learners. For the benefit of learners, it is therefore hoped that there, would be greater usage of
newspaper as source for English language acquisition in the classroom.
The goal of this work is to address, from the conceptual framework of theories on “deliberative
democracy”, the role played by the Judicial Power, being an integral part of the State, as the institutionalized
field of deliberation for making collective decisions.
In order to do this I will start by analyzing, from a legal-institutional perspective, the way in which the
National Constitution of Argentina distributes the functions of the State and how it divides the competences to
decide on the Public Thing. Furthermore, I will analyze which are the degrees of deliberation and of citizen
participation (direct or indirect) in each portion of the constituted power. Then, I will develop my intuition about
the way Justice operates as an institutional form of citizen participation within a Social State of Law, comparing
such proposal with the opinion of authors that highlight the countermajoritarian nature of the Judicial Power. I
will present some representative cases of the intervention of the Judicial Power in the making of
institutionalized public decisions, generated by the action of minorities with little or no political representation
and in which, after a deliberative practice, government measures that gave a positive response to the proposals
of the actors were ordered.
As an anticipation of my opinion, I will say that in our current Argentinian constitutional system there
is a paradox in which the Judicial Power (being, due to its origin, the least democratic of the powers) allows for
the development of procedural discursive practices, enabling the Public Decision Making to be the product of
the deliberation between parties (citizens and governments) on a level of equality and freedom of speech in
which arguments are exchanged in a rational way and in a previously regulated framework within a formalized
procedure.
This qualitative case study focused on developing a better understanding of a major utility
company’s knowledge management/customer service information and communications as well as practices
that were implemented during a catastrophic hurricane. The data collection and analysis procedure
revealed a gap when a comparison of the actual knowledge management practices that were used and not
used in the utility company’s customer response during the hurricane. Organizational practices of highperforming knowledge-management companies were used to analyze and compare their practices to utility
company. Findings from the analysis resulted in the establishment of a Balanced Scorecard framework for
recommended best practices and action steps with the potential to set new strategies and trajectories for
allorganizations.
The current work presents a literature review about life skills, which have been studied for a
long time; however, it was until 1993 when the World Health Organization (WHO) placed them among the 10
basic abilities which allow the individual to develop correctly in various contexts. From that year, a series of
actions were taken to standardize a common language around them and have derived in several promotion and
research around this topic. In many countries of Latin America and Spain, the teaching of life skills have been
incorporated into the basic education and shown good results since its implementation. Regarding higher
education, this proposal can prove promising in view of acknowledging that universities at present do not only
form specialists in a given discipline, but also promote integral development. It isconcluded that teaching life
skills in higher education can aid in the students’ integral development.
The services of local government legislators and customary court judges are often associated with
self-abnegation. However, most of these officials use their positions as money making ventures and material and
financial considerations have been the principal catalyst in the quest for such offices. It is because of these
recurrent occurrences in developing countries in general and Cameroon in particular that the study revisits the
situation in West Cameroon. It contends that most of these officials used their offices in amassing wealth as the
quest for increases in allowances and privileges became the common characteristic. Where these perceived
gains were not forthcoming, legislators and judges resorted to corrupt practices and their decisions/judgements
were often based on material and financial considerations. When some of them found it difficult to raise money
from services offered to their constituents, they simply abandoned their duties for personal businesses or juicy
opportunities elsewhere. The study concludes that legislation which warrants only selfless and dedicated
individuals to seek for these positions is needed. Again, it holds that local communities should be empowered to
sanction recalcitrant officials with little or no interference from central authorities. In this way, the engaging of
unpatriotic citizens in the management local government affairs will be checked.
The need to deepen the study of nationality formation and consolidation processes in Cuba, has
found in the Masonic fraternity an unobjectionable source of information, closely linked to the deepest roots of
nationalist thought and feeling. Masonic researches have become vital in unraveling the historical fabric that
gave way to the beginning of struggles for the Island independence.
The present research, as part of a doctoral thesis project -in the initial phase-, aims to elucidate the importance
this subject refers to researchers from Cuba and the world. It also pretends to focus on Freemasonry in
Guantánamo province, as an effort to explain the main factors that contribute to the social reproduction of
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An Analytical Study on the Men's Denim Wear Market in India – Identification of the Key Factors Influencing the Consumer Buying Behaviour in the Economy Segment.
1. International Journal of Arts and Social Science www.ijassjournal.com
Volume 1 Issue 1, May-June 2018.
Dr. Sougata Banerjee Page 43
An Analytical Study on the Men’s Denim Wear Market in India –
Identification of the Key Factors Influencing the Consumer Buying
Behaviour in the Economy Segment.
Dr. Sougata Banerjee
Assistant Professor
Dept. Of Fashion Management Studies
National Institute of Fashion Technology
Ministry of Textiles, Govt. Of India.
Ms. Trisha Banerjee
Masters in Fashion Management (2016-2018)
Dept. Of Fashion Management Studies
National Institute of Fashion Technology
Ministry of Textiles, Govt. Of India.
Abstract: In this research study, the researcher tried to study the various factors affecting the consumer buying
behaviour in the Men’s Denim Wear Market in Kolkata. All the indicators applied in the study, were extracted
from intensive literature survey and some of them came out as strong factors with high factor loadings in
totality explaining the various reasons behind the behaviour displayed by the consumers while making a
purchase of Denim wear in Kolkata. Eight factors namely, product quality, product innovativeness, product
variety, style and attractiveness, long lasting, peer influence, availability and enhance confidence are seen to be
the major driving forces behind the consumer buying behaviour. Relevant hypothesis were formulated to study
the dependency of the important behaviourial factors through Chi-square on the demographic variables of the
consumers like Age, Income and Occupation. To understand the various segments of the market and its
characteristics, cluster analysis was performed to dissect the existing market into smaller segments to focus
upon and to understand the consumer characteristics in a bigger and a more focussed way. The three segments
which were derived are namely, Fashion Replicates, Trend Setters and Fashion Traditionalists. This research
shall help in a better understanding of the denim jeans consumer market and shall help further researchers and
organisations based in India to work upon these characteristics before launching their brand or product.
Keywords: Consumer Behaviour, Denim Market, Factor Analysis, Cluster Analysis, Chi-square
I. Introduction
Denim is a unique fabric, specifically designed in the 18th century to withstand the day to day lives of
hard workers. Crafted from a mix of cotton, polyamide, lycra, polypropylene, polyester and nylon, the material
was stronger than most other fabrics at the time; however, it wasn’t invincible. Denim was traditionally coloured
blue with indigo dye to make blue "jeans," though "jean" then denoted a different, lighter cotton textile; the
contemporary use of jean comes from the French word for Genoa, Italy, from which the first denim trousers
were made. Denim is a type of cotton textile known for its use in blue jeans and other clothing. It uses a sturdy
twill weave with a characteristic diagonal ribbing. Originally used for workmen's clothes, denim is now
ubiquitous and has even entered the world of high fashion. Nearly everyone has at least one garment made of
this fabric in the closet these days. (Morris & Prato, 1981)
The denim market has always been one of the leading markets in the fashion forum. It has been a staple
wardrobe element for decades. Globally, the growth is expected to be at a CAGR of over 6.5% during 2015 to
2020, with the market value increasing from $113 billion to $153 billion. (Co., Global and Indian Denim
Market, 2016). The global market for denim jeans is projected to cross $65 billion by the year 2020 due to the
increasing number of customers buying denim jeans that offer better fitting, superior style, long-lasting quality,
and are reasonably priced. Furthermore, various lifestyle factors, fashion craze, celebrity endorsements, and
employment terms were foreseen to add to the market growth. (Upadhyay & Ambavale, 2013)
Denim jeans, a trouser modification, were previously worn by prospectors looking for gold in the USA, spread
throughout the world during World War II. In the last 50 years, jeans have frequently been used as the street
2. International Journal of Arts and Social Science www.ijassjournal.com
Volume 1 Issue 1, May-June 2018.
Dr. Sougata Banerjee Page 44
clothes of the young, gradually and steadily moving up-market. Jeans are also leisure wear which, owing to their
comfort, are very commonly worn, particularly by millions of young people. Even though jeans are designed to
enhance comfort, they can negatively affect physical activities by reducing movement. (Coruh, Vural, & Coruh,
2010)
Denim wear market in India is expected to grow at a CAGR of 15% in the near future. It has also been seen that
unlike a few years ago when denim was a popular choice for urban male segment only, it is now seen to have
become popularised in the semi urban and rural areas too. India is said to dominate the Asia Pacific region with
1200 MMPA denim manufacturing capacity with 65% to 70% local consumption (Co., Global and Indian
Denim Market, 2016).
It has been seen in the study of (Rahman, Understanding Consumer's Perceptions and Behaviours: Implications
for Denim Jeans Design, 2011) that, since the introduction of denim in India in 1986, the industry has evolved
continuously, witnessing a healthy positive growth for the past decade. The unbranded denims constitute a
higher share in the overall market in India as the demand for branded denims come primarily from limited
number of mega-metros and metros With the growing penetration of denims and rising disposable incomes in
semi-urban and rural areas, general demand has shifted towards premium quality products and thereby, branded
denims may occupy a higher share in the market in the years to come
The denim revolution started in India in the ‘80s and ‘90s, which gradually shifted to lifestyle and more so
fashion of late and India continues to be one of the largest producers of denim in the world. The number of
denim manufacturers has almost doubled from 25, five years ago to currently 42; excess production capacity
leads to 30 percent of this capacity remaining idle. India is selling the cheapest pair of jeans, which is available
nowhere in the world. (32nd IAF World Fashion Convention: Indian Denim sector to become 8 billion dollar
industry, 2016). Indian denim market was measured at USD 1.2 Bn in 2015 and was projected to rise at a CAGR
of 15-18%; having potentiality of doubling its size by 2019. Moreover, it was likely to boost up to USD 124 Bn
by 2025. The Indian denim market was subjugated by the non-branded players who grabbed major shares of the
denim market. Indian consumers spend nine percent of their disposable income on clothing and footwear.
(Upadhyay & Ambavale, 2013).
In the study of (Nayak, 2016), it has been seen that the integration of diversified cultures and traditions is
determining factor of Indian people's clothing pattern. It is estimated that 222 million metres of denim jeans was
used in the country during 2014. The estimated total consumption of denim trousers in Indian cities is 21.45
million pieces. The market is presently dominated by the men’s wear. However a large part of the Tier II and III
cities has interplay of unbranded denim wear. The versatility has made its purchase decision convenient suiting
all occasions and purposes. The demand for denim has been propelled by the increase in the number of shopping
malls and online shopping portals. Among a variety of available fabrics, denim is considered to be one of the
most versatile one with multitude of applications from casual wear, work wear to regular everyday wear.
Although denim is a popular choice among the age group of 20-30 years, yet it has now become a necessity
from the kids to the elderly. It has also seen its acceptance as a business wear (Co., Global and Indian Denim
Market, 2016)
It has been seen in the study of (Rao, 2015) that the retail revolution in India has also helped growth of the
product in India, due to which denim jeans which were available earlier in only metro cities are now available in
Tier I, II, III and even Tier IV towns and cities. Denim being a product of everyday regular use is subjected to a
high amount of wear and tear, it is thus seen that consumers look at longevity of the product while purchasing
denim jeans. Thus the long lasting factor of denim jeans is considered to be of prime importance while
purchasing denim wear. (Rahman, Fung, Chen, Chang, & Gao, 2010).
According to the study (Rao, 2015) it has been seen that the growth in the denim jeans segment started post-
2000, due to many factors, one among them being the cultural revolution due to the media, which lead to a lot of
western influence in India. The new generation, which became influenced with these cultural changes, took to
denim jeans in a big way. The new generation is considered to be influenced by Bollywood to a great extent
where actors and actresses who earlier were shown in traditional Indian dresses were now sporting denim looks
in various denim products like jeans, jackets, skirts, etc. In the last few years, a lot of developments have also
taken place in the look and feel of denim, which too has influenced growth. Nowadays, denim jeans are available
in various finishes, colours, fits, etc., which too attracted the younger generation to denim, who now have
multiple pairs in their wardrobe as against just 1 or 2 pairs or even none till a few years back.
II. Literature Review
According to (Co., Global and Indian Denim Market, 2016) few of the factors responsible for the promising
industry in the future include – Rising Disposable Incomes, Rapid growth of the retail sector, the westernisation
trend prevalent in the nation, booming internet retailing sector, young population demographics (15-29 year
olds) with higher spending power, wide range of consumer segments that consider denim as an apparel of
choice owing to its comfort and style, favoured preference for denim amongst youth owing to its versatile
association. The driving forces behind the increase in the market share of denim as researched are Variety,
3. International Journal of Arts and Social Science www.ijassjournal.com
Volume 1 Issue 1, May-June 2018.
Dr. Sougata Banerjee Page 45
Versatility and Diversifications. Currently it is seen to suffice all purposes, in all types and colours as well
different occasions. Considered to be convenient, Denim wear is comfortable, low maintenance, easy-care and
long lasting. The convenience in online orders, flexible return policies, and cash on delivery system has
triggered the youth to be the largest purchasers of denim presently. The market is on a constant redefinition of
itself with new designs, washes, cuts, and embellishments which keep the masses interested and the demand
high. The various factors responsible for the price of a denim wear as identified by spawned over quality,
texture, comfort, cut and wash. Denim jeans are available as an expensive luxury item to a product of regular
everyday use. The growth of the mid-value segment of denim wear is seen to have been characterised by quality,
value-for-money, and increasing styling quotient.
In the research (Su & Tong, 2016) it has been found out that the personality of denim jeans brands can be
described in six facet dimensions such as attractiveness, practicality, ruggedness, flexibility, friendliness, and
honesty. It was seen that consumers do associate brand personality framework with denim jeans brands which
have different effects on the over satisfaction earned by the consumer as well as reflected in their brand loyalty.
The important factors responsible for the selection criterion of jeans as identified by (Upadhyay & Ambavale,
2013) have been colour and style, fabric and price, fittings and size, brand and durability. It has been seen that
the various pattern cuts like straight cut, narrow cut and skinny fit has been a major factor in the selection of
denim wear. It has also been stated that along with durability and price, the economic cost, fit and brand name
are highly prioritized during purchase.
(Lall & Mukherjee, 2016) identified factors like, Casual wear is an important category of apparel, the buyers
have a preference in terms of the type of dress (as a casual wear) and a particular brand for the same, the choice
of brand depends on the various attributes of casual wear. The attributes of a casual wear can be functional (like
fit, size etc.) or perceptual (like sense of belonging, self-esteem boost etc.). The decision to buy a particular
brand of casual wear may/may not be individual's own decision but may depend on role models or reference
groups (role models and reference groups are used synonymously) which may include family, friends or stars (if
categorized broadly). It has been found out that the purchase behaviour of consumers of denim wear is
influenced by factors like, Family, friends and stars (film-stars, sport-stars etc) as categories of reference group
influence the buying decision of the consumers. Also, any consumer before buying evaluates the casual wear on
the basis of the various functional features (e.g. fit, size etc.) and perceptual features (e.g. sense of belonging,
boosting self-esteem etc.) that it has to offer as attributes of the casual wear
In the study (Rahman, Understanding Consumer's Perceptions and Behaviours: Implications for Denim Jeans
Design, 2011) it has been concluded that the purchase of denim is triggered by certain distinct and indistinct
factors. The distinct factors include product quality and features that can easily be understood, observed,
dissected by consumers like the pocket of a denim and the indistinct factors include the less tangible ones that
cannot be easily dissected and understood such as the elegance, self esteem, sophistication and confidence These
abstract attributes are closely related to the psychological consequences like the social status and the concrete
attributes are closely related to the functional and performance factors. The various intrinsic cues observed are
quality, style, colour, comfort, fit and fabric. The extrinsic cues are as follows, price, brand name and the
country of origin. Consumers tend to use both the cues concurrently while making a purchase with the
importance ranging differently across gender and age groups. Over the last five-six years it has been the fit
attribute of a denim wear has become increasingly important than the brand name and consumers are often seen
to use it as a yardstick to measure and differentiate a product or brand from one another. Consumers are often
seen to pay a premium price for certain brands if they are satisfied with the fit and comfort of the denim jeans. A
single monolithic feature like the brand name is not enough for the young consumers in order to make a choice
of denim wear. The fit and comfort play an equivalent role along with the brand name.
According to the study conducted by (Wu & Delong, 2006) it has been found out that comfort and fit are the two
most important criteria for the purchasing decision. Aesthetic characteristics like colour, style, fabric play a vital
role in judging the quality of denim jeans. Many times the sensorial features like colour and the tactile feel also
play a prominent role of a driving force behind purchase. The appearance, hand and weight of the fabric play a
role in determining the quality from the consumer’s perspective.
Consumers use price to infer quality especially when other cues are not available. However, the study revealed
that the most expensive jeans did not offer the best performance quality, like the tensile strength, seam strength
etc. Thus the price cue is considered to be less significant if a set of multiple cues were used to measure the
salient determinant of purchase intention of the consumers.(Chowdhury, Does Price Reflect Emotional,
Structural or Performance Quality?, 2002). The seam strength and tensile strength often play a very important
factor in the durability of the denim. It helps to increase the longevity the better it is and often plays an
important role in consumer satisfaction and loyalty of the consumer. (Chowdhury & Poynor, Impact of stitch
density on seam strength, seam elongation, and seam efficiency, 2006)
In the research conducted by (Rahman, Fung, Chen, Chang, & Gao, 2010) the varied functional and aesthetic
attributes that play a role in the purchase decision of a consumer in the denim market is cross national and the
focus may vary according to the consumer’s country of origin. For some it may be the social conformity played
4. International Journal of Arts and Social Science www.ijassjournal.com
Volume 1 Issue 1, May-June 2018.
Dr. Sougata Banerjee Page 46
a significant role in the consumption of denim jeans, while self-expression/personal enhancement was more
important to some other consumers.
According to the study (Morris & Prato, 1981) it was observed that comfort and fit of the jeans were the two
most important factors in determining the overall preference for the garments. The comfort ratings were found
to be most dependent on the fit of the garment, characterised by the dimensional stability of the fabrics. In
addition, softness was also ranked as an important attribute. Laboratory tests made on the fabrics were poor
predictors of the dimensional changes that occurred during wear. However, changes in the laundered garments
were good predictors of the changes.
In the study (Coruh, Vural, & Coruh, 2010) it has been found out that comfort, at its highest level, is important
for the body to feel comfortable. An individual's feeling of self-comfort is possible through wearing comfortable
garments that both fit his/her body and provide him/her with an ease of movement. Garment comfort ensures
some functional properties to co-exist such as ease of movement, comfort feeling, and garments' fitting the body
like a second skin and also involves the production and the use of garments in terms of psychology, aesthetic
and ease of use which arouse a comfort feeling in an individual. Denim jeans are preferred because they are
comfortable, durable, easy to maintain, and are worn through all four seasons. The various factors identified
leading to a feel of discomfort in denim wear by are mainly due to factors of strain, tightness, stepping upstairs,
opening of the waist at the back during squatting, sitting and bending.
As researched in (Crowther, 1985) the inherent properties of the fabric construction may be utilized to reduce
skin restraint and enhance body-contouring by adjusting the angle of the back-rise seam to one nearer to the true
bias to meet skin-stretch demands in the local hip-to-hip, local-crotch, and buttocks locations, and also by pre-
shaping the front and back panels of the jeans to reduce restraint and provide local accommodation of body
contours. Such allowances should also partly satisfy those stresses that occur between knee and seat-contact
points.
The Indian consumers placed importance on fitting, brand country of origin, design, price, and quality, in
descending order unlike the Chinese and the European consumers. These factors played a prominent role in
determining the purchase of a denim wear. (Jin, Park, & Ryu, 2010)
It has been found out in the study of (Wu & Delong, 2006) that design and fashion of jeans were deemed highly
critical but were superseded by comfort and fit. Consumers distinguished brand origins only between the West
and the East instead of by specific countries. Dissatisfaction is usually related with price and fit for the
consumers. Brand names can serve to indicate overall quality, develop associations and reduce risk and
shopping efforts. However judgement is strongly guided by the physical attributes and style. In the study of
(Fishbein, 2003) it has been told that the Domain-specific innovativeness: captures an individual's predisposition
toward a product class and reflects the tendency to learn about and adopt new products within a specific domain
of interest.
According to the study of (Weinstein, Maraz, & Griffiths) , the buying of goods is a normal activity in everyday
life. However, for a small minority of individuals, and in specific situations, purchases may be unplanned and
sudden, initiated on the spot and associated with a strong urge and feeling of pleasure or excitement. This kind
of repetitive purchasing behaviour is generally known as compulsive buying and can lead to psychological and
economic distress
III. Research Objectives
The primary objective of the study was to study the factors responsible for driving the consumers to make a
purchase of denim jeans in the Indian market. It tried to extract the various factors governing their purchase
decision. The secondary objectives of the study include segmenting the consumers of the denim jeans market in
Kolkata into some distinct and differentiating clusters according to the preferences of the customers towards
certain important product attributes. Lastly this study also tried to identify and study the dependency of the key
behavioural opinions of the customers on key demographic factors driving the consumers in the Kolkata market.
IV. Research Methodology
The research design is partly exploratory partly conclusive in nature. Exploratory research is research conducted
for a problem that has not been studied more clearly, intended to establish priorities, develop operational
definitions and improve the final research design. Conclusive research is meant to provide information that is
useful in reaching conclusions or decision-making. It tends to be quantitative in nature that is to say in the form
of numbers that can be quantified and summarized. (Kothari, 2004) In this research, the researcher has tried to
find out the various factors responsible for the buying behaviour of denim wear through surveys and thus this is
a descriptive research.
Qualitative approach to research is concerned with subjective assessment of attitudes, opinions and behaviour.
Research in such a situation is a function of researcher’s insights and impressions. Such an approach to research
generates results either in non-quantitative form or in the form which are not subjected to rigorous quantitative
analysis. (Kothari, 2004). Quasi-qualitative designs identify a comparison group that is as similar as possible to
the treatment group in terms of baseline (pre-intervention) characteristics. The comparison group captures what
5. International Journal of Arts and Social Science www.ijassjournal.com
Volume 1 Issue 1, May-June 2018.
Dr. Sougata Banerjee Page 47
would have been the outcomes if the programme/policy had not been implemented). Hence, the programme or
policy can be said to have caused any difference in outcomes between the treatment and comparison groups.
(White & Sabarwal, 2014). In this research, the approach is quasi qualitative in nature. The researcher has tried
to find out the factors related to the consumer buying behaviour and pattern which has been quantified and
analysed qualitatively.
In the study, the researcher tried to use both primary and secondary data. Primary Data is originated by the
researcher for the specific purpose of addressing the problem at hand (Malhotra & Birks, 2006). Thus primary
data are the raw data, which is needed to be further, processed and secondary data are the published data. As a
data collecting tool, the researchers have used, structured non-disguised questionnaire with both open and close
ended questions. A Questionnaire is called a scheduled interview form or measuring instrument including
formalized set of questions for obtaining information from respondents (Malhotra & Birks, 2006). Non-
disguised approach is a direct approach in which purpose of the project is disclosed to the respondents or is
otherwise obvious to them from the questions asked. The reason for asking structured questions is to improve
the consistency of the wording used in doing the study at different places which increases the reliability of the
study by ensuring that every respondent is asked the same question (Nargundkar, 2004) and the survey
instrument was used to collect data through personal interviews.
A Likert Scale with 58 statements was devised to judge the consumer buying behaviour on the basis of 11
dimensions. It was a five point Likert Scale with a rating of 1-5 where 5 is strong agreement with the statement,
4 is agreement with the statement, 3 is neither agreement nor disagreement, 2 is disagreement and 1 is strong
disagreement with the statements were formed on the factors and the respondents were asked for their opinion
and responses.
The first step in developing any sample design is to clearly define the set of objects, technically called the
Universe, to be studied. (Malhotra & Birks, Marketing Research: An Applied Approach, 2006) In this research,
all the men wearing denim jeans in Kolkata will comprise the population of this study.
The researchers have used non probabilistic sampling technique, along with convenience sampling. In a non-
probabilistic sampling technique all the individual samples do not have the equal chances of being selected by
the researcher.(Kothari, 2004) Convenience sampling is a non-probability sampling technique where subjects
are selected because of their convenient accessibility and proximity to the researcher. (Malhotra & Birks,
Marketing Research: An Applied Approach, 2006)
A decision has to be taken concerning a sampling unit before selecting sample. Sampling unit may be a
geographical one such as state, district, village, etc., or a construction unit such as house, flat, etc., or it may be a
social unit such as family, club, school, etc., or it may be an individual. The researcher will have to decide one
or more of such units that he has to select for his study.(Kothari, 2004)
In this research, the researcher has chosen all its respondents from Kolkata who wear denim jeans. This refers to
the number of items to be selected from the universe to constitute a sample. The size of sample should neither be
excessively large, nor too small. It should be optimum. An optimum sample is one which fulfils the
requirements of efficiency, representativeness, reliability and flexibility. (Malhotra & Birks, Marketing
Research: An Applied Approach, 2006) In this research, the researcher has kept the sample size to 150
respondents.
There are several ways of collecting the appropriate data which differ considerably in context of money costs,
time and other resources at the disposal of the researcher. Through personal interview, the investigator follows a
rigid procedure and seeks answers to a set of pre-conceived questions through personal interviews. This method
of collecting data is usually carried out in a structured way where output depends upon the ability of the
interviewer to a large extent.(Kothari, 2004) In this research, the researcher has undertaken the personal
interviews of the various people in the sample population to undertake the research. This research has been
conducted in the time span ranging from January to April 2018.
V. Findings and Analysis
Factor Analysis attempts to identify underlying variables or factors that explain the pattern of correlations within
a set of observed variables. Used in data reduction to identify a small number of factors that explains most of the
variance observed in a much large number of manifest variables.
A Likert scale was formed on 58 statements based on 11 different dimensions, namely – Product, Price, Place,
geographic, Demographic, Psychographic, Behavioural, Cultural, Social, Modified Compulsive Buying Scale
and Domain Specific Innovativeness Scale. All the attributes were scanned through literature review specific to
the Denim Wear Market.
VI. Considerations in Factor Analysis:
In the study a sample size of 150 respondents were taken and was checked if it was adequate for the study. It
was checked using Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Bartlett’s Test of Sphericity as
shown in the Table below. KMO value more than 0.5 shows that the sample size was adequate. KMO Value
6. International Journal of Arts and Social Science www.ijassjournal.com
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between 0.5 to 0.7 shows a Mediocre sample size, greater than 0.7 shows a Good Sample Size and value greater
than 0.8 shows a great Sample Size (Hassan, et al., 2006). As the value KMO is 0.851 in this study, the sample
adequacy is good. As the Significance Value is lesser than 0.05, the data is sufficient for factor analysis as per
the Sufficiency Test.
Table 1 - KMO Table for Factor Analysis
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
.851
Bartlett's Test of Sphericity Approx. Chi-Square 642.067
df 435
Sig. .000
Initially the factor analysis was done using all the 58 statements of the Likert scale. The analysis resulted in the
extraction of 22 different components. 22 being a large number in studying the number of factors governing the
consumer buying behaviour, the correlation values among various statements were checked in order to reduce
the number of statements, so that less number of components is extracted. The pair of statements with values
having correlations greater than or equal to 0.7 (Erdem & Swait, 2004), were studied and among them one was
dropped (because of high correlation) and one was kept for performing a second round of factor analysis. The
researchers were finally left with 30 statements which were subjected to a second round of factor analysis. From
the table of Total Variance Explained given below, it can be seen that 8 factors have been extracted in the
second round, which in total explains 76.886% of reasons dictating consumers to purchase denim wear.
Table 2 - Total Variance Explained for Factor Analysis
Total Variance Explained
Component
Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of VarianceCumulative %Total % of Variance Cumulative %
1 2.4638.210 8.210 2.463 8.210 8.210
2 2.1127.038 15.249 2.112 7.038 15.249
3 1.7295.764 21.013 1.729 5.764 21.013
4 1.6965.653 36.666 1.696 5.653 26.666
5 1.6235.411 42.077 1.623 5.411 32.077
6 1.5205.067 57.144 1.520 5.067 37.144
7 1.4554.852 61.995 1.455 4.852 41.995
8 1.3554.517 76.886 1.355 4.517 46.512
9 1.2924.305 80.818
-----
28 .349 1.163 98.288
29 .272 .905 99.194
30 .242 .806 100.000
Extraction Method: Principal Component Analysis.
Within each factor (to the extent possible) the items are sorted from the one with the highest factor weight or
loading for that factor to the one with the lowest loading on the first factor. Loadings resulted from the
orthogonal rotation are correlation coefficients of each item with the factor, so they range from -1.0 through 0 to
+1.0. A negative loading just means the question needs to be interpreted in the opposite direction from the way
it is written for that factor, but here no negative loading was extracted. Usually factor loadings less than 0.30 are
considered low, which is why we suppressed loadings less than 0.30. On the other hand, loadings of 0.40 or
greater are typically considered high (Erdem & Swait, 2004).
Using the Rotated Component Matrix, the following 8 factors were extracted. All the factors from the Likert
scale with factor loading value above 0.4 have been taken in order to extract the various 8 individual
components. The table below shows all the extracted factors with their factor loadings and explanations.
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Table 3 - Factors Extracted
Indicator Factor Loading Explanation
Component 01 – Product Quality
I prioritize product quality 0.512 One of the main factors driving consumers
towards the purchase of denim wear is its quality.
Denim being a product of casual everyday wear
the quality needs to be good in order to be worn
everyday and yet also be stylish. Thus the washing
effect on denim needs to be eye catchy which
enhances the product quality. These as cumulating
forces, drives a consumer to feel the urge to
purchase new denim wear as it is seen this is a
product to be owned in multiple numbers by the
consumer. (Chowdhury P. K., 2001)
Wash is important to me when I have
to justify the price paid for the
purchase
0.454
There are times when I have a strong
urge to buy Denim jeans
0.517
Component 02 – Product Innovativeness
I prioritize fit in Denim Jeans 0.433 With the ownership of multiple pairs in denim
wear, consumers always look forward to search
for innovations in denim jeans in order to reduce
redundancy in owning multiple pairs. Thus each
time they visit a store, they wish to see newness in
styles, designs, cuts and definitely fits. Fit stands
to be one of the most important priorities
considered by the shoppers. With proper fit comes
proper comfort to wear the denim jeans on a
regular and uninterrupted basis. (Chowdhury U. ,
Does Price Reflect Emotional, Structural or
Performance Quality?, 2002)
I buy innovative and new denim jeans
before anyone else I know
0.575
Component 03 – Product Variety
I look forward to the design of the
Denim Jeans in every purchase
0.512 Variety in denim jeans is always an important
factor in driving the consumers towards making a
purchase. The more the variations they see, the
more they spend on the purchase of denim jeans.
They can be entirely new designs, colour
variations or just mere product modifications that
consumers look out for. When these are able to
attract them consumers can’t help but make a
purchase in this product category. (Morris &
Prato, 1981)
I look forward to product
modifications of the Denim Jeans in
every purchase
0.456
When I have money I cannot help but
spend a part or whole of it on Denim
jeans
0.408
Component 04 – Stylish and Attractive
Product Versatility offered is the
reason behind my selection of the
Denim Jeans
0.422 With product variety, shoppers always ask for
product versatility which is stylish and attractive.
These drive them to make a purchase. Unless they
see versatility, they are not convinced to make a
purchase. The origin on the denim jeans also plays
an important role in determining the reasons
governing the consumer buying behaviour in this
segment. With more number of product variations,
consumers are automatically driven towards the
brand to make a purchase. (Sprott, Czellar, &
Sangerber, 2009)
Style Quotient is the main reason
behind my selection of the Denim
Jeans
0.540
Country of Origin is the main reason
behind the selection of a Denim jeans
0.406
As soon as I enter a shopping centre I
wish to go and buy a Denim jeans
0.550
Component 05 – Long Lasting
Product Durability is the main reason
behind my selection of the Denim
Jeans
0.452 Denim Jeans is known to be a product subjected to
high wear and tear as it is considered to be worn
everyday and is expected to have a high longevity.
This defines and justifies the price paid to acquire
that denim wear. The durability stands an
important factor for shoppers to purchase denim
jeans specifically. Thus the durability and
Value for Money is important to me
when I have to justify the price paid
for the purchase
0.420
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maintainability which would also justify the price
that consumer pay for it becomes very important
here. (Allen & Madden, 1985)
Component 06 – Peer Influence
Cut is important to me when I have to
justify the price paid for the purchase
0.639 Denim jeans being completely a casual wear
product it is usually worn for all casual gatherings
and occasions among friends and other peers, thus
their choices, likes and trends influence a lot on
the kind of denim wear one purchases. Thus it is
important to understand the temperament of the
entire peer group rather than just the customer.
Western culture and styles often play a major role
too. Thoughts and comments of friends and peers
play a pivotal role on what customers shall wear
as casual wear. (Blut, Evanschitzky, Vogel, &
Ahlert, 2007)
I am influenced by my friends on the
type of denim jeans to be purchased
0.421
I am influenced by my family on the
type of denim jeans to be purchased
0.527
Component 07 – Availability
Convenience of Purchase is the
reason behind my selection of a
Denim jeans
0.575 Denim being available in all kinds of retail
formats it has become the most sought after
product of casual wear. Shoppers will purchase
denim jeans when it is conveniently available for
them and also depicts the designs and styles of
western culture easily available and in their reach.
(Chowdhury P. K., 2001)
Influx of Western Culture makes me
purchase more products of Denim
jeans
0.405
Component 08 – Enhance Confidence
I want my Denim jeans to be Rugged 0.415 Denim jeans are expected to have a rugged
personality which shall boost the self confidence
of the wearer. The higher the depiction of
ruggedness and ability to withstand everyday wear
and tear, the higher is the urge to purchase and
wear that denim for the shoppers. (Erdem &
Swait, 2004)
I want my Denim jeans to boost my
confidence
0.456
Hypothesis Testing through Chi Square
On a random basis top 5 highest factor loading score value parameters have been taken in order to test the
dependencies on the demographic variables namely Age, Income and Occupation of the 150 respondents. The
following Table gives the top 5 parameters with their factor loading scores:
Table 4 – Top 5 Factor Loading parameters
Parameters Factor Loading Scores
Cut is important to me when I have to justify the price paid for the purchase 0.639
I buy innovative and new denim jeans before anyone else I know 0.575
Convenience of Purchase is the reason behind my selection of a Denim jeans 0.575
As soon as I enter a shopping centre I wish to go and buy a Denim jeans 0.550
Style Quotient is the main reason behind my selection of the Denim Jeans 0.540
The Chi Square statistic compares the tallies or counts of categorical responses between two (or more)
independent group. It assists us in determining whether a systematic association exists between the two
variables (Erdem & Swait, 2004). The null hypothesis, H0, is that there is no association between the variables.
For the research hypothesis were formulated to establish the statistical dependence between factors associated to
the demographic variables. The variables with highest factor loading from each Component in the exploratory
factor analysis were selected. Three demographic factors namely, age, income and occupation were chosen.
Fifteen hypotheses were formulated to evaluate whether there are any dependencies of these consumer buying
behaviour factors on the demographic variables of the target segment and a logical justification were tried to be
concluded in the study.
All the above factors have been tested at 95% confidence level subjecting them to the Demographic variables of
Age, Income and Occupation. On combining the results obtained from the Chi Square testing of the high factor
loading statements, it can be summarized as per the following table:
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Table 5 - Chi Square Analysis
Null Hypothesis Significance
Value
Hypothesis
Accepted/
Rejected
Managerial Implecations
H1: ‘Cut is important
to me when I have to
justify the price paid
for the purchase’
does not depend on
the Age of the
consumer.
0.042 Rejected The cut of denim jeans becomes of prime
importance with age. There are a variety of cuts in
the market which are preferred differently by
different age groups. Thus it is clear as to why the
null hypothesis was rejected accepting the fact that
the brand has to cater to different cuts in denim to
cater to a wider age group.
H2: ‘Cut is important
to me when I have to
justify the price paid
for the purchase’
does not depend on
the Occupation of
the consumer.
0.032 Rejected The cut of denim jeans also depends on the
occupation of the customer as it determines the
suitability of wear of the denim jeans in the
environment needed as per the occupation of the
consumer.
H3: ‘Cut is important
to me when I have to
justify the price paid
for the purchase’
does not depend on
the Family Income
of the consumer.
0.191 Accepted The cut of denim jeans does not depend on family
income because brands usually don’t charge
different prices for different cuts of a pair of denims.
Irrespective of family income the choices of the
various cuts in denim jeans may vary.
H4: ‘I buy innovative
and new denim jeans
before anyone else I
know’ does not
depend on the Age
of the consumer.
0.039 Rejected The need to wear new denim jeans is felt differently
in different age groups. It is dictated by the age
factor upon the extent of liking and being first
among the crowd to wear a new denim style and be
a fashion innovator instead of a fashion follower.
H5: ‘I buy innovative
and new denim jeans
before anyone else I
know’ does not
depend on the
Occupation of the
consumer.
0.018 Rejected Type of occupation of a customer plays a role in the
need to wear new denim styles among peer group
arise. Different occupational groups of consumers
may behave differently towards the purchase of
denim jeans and hence in turn the buying factors
driving them may vary.
H6: ‘I buy innovative
and new denim jeans
before anyone else I
know’ does not
depend on the
Family Income of
the consumer.
0.778 Accepted The need to wear new styles and designs are not
much dictated by family income as brands usually
don’t charge exceptionally different for different
products. Thus family income is definitely not the
driving force here.
H7: ‘Convenience of
Purchase is the
reason behind my
selection of Denim
jeans’ does not
depend on the Age
of the consumer.
0.047 Rejected The convenience of purchase of denim jeans is
dependent on the age of the consumer. While it is
seen that the young population may take pains of
going far to purchase denim wear, however the
elderly may be driven by the convenience of
purchase factor more.
H8: ‘Convenience of
Purchase is the
reason behind my
selection of Denim
jeans’ does not
depend on the
Occupation of the
0.475 Accepted Convenience of purchase of denim jeans however
does not depend on the occupation of the consumer.
As the occupational locations are completely
different to the purchase locations of apparel.
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consumer.
H9: ‘Convenience of
Purchase is the
reason behind my
selection of Denim
jeans’ does not
depend on the
Family Income of
the consumer.
0.028 Rejected Convenience of purchase depends on the family
income as being a driving force for consumers as it
helps to decide to what extent a consumer can go
monetary wise to purchase a pair of denims.
H10: ‘As soon as I
enter a shopping
centre I wish to go
and buy Denim
jeans’ does not
depend on the Age
of the consumer.
0.015 Rejected The urge to buy inside a shopping mall is highly
driven by the age of the shopper or the consumer.
They behave differently with respect to age when
they enter a shopping centre.
H11: ‘As soon as I
enter a shopping
centre I wish to go
and buy Denim
jeans’ does not
depend on the
Occupation of the
consumer.
0.026 Rejected The need to visit shopping malls and in turn make a
purchase is dictated by the occupation of the
consumer. This turns out to be a strong driving force
in shaping the factor governing consumer buying
behaviour.
H12: ‘As soon as I
enter a shopping
centre I wish to go
and buy Denim
jeans’ does not
depend on the
Family Income of
the consumer.
0.239 Accepted The need or urge to purchase a denim jeans does not
depend on the family income of the consumer as this
factor just deals with a need and not real time
purchase of the product.
H13: ‘Style Quotient
is the main reason
behind my selection
of the Denim Jeans’
does not depend on
the Age of the
consumer.
0.039 Rejected Different age groups perceive style differently in
denim wear. Thus the style factor is highly
dependent on age and it thus becomes a strong
driving force in the consumer buying behaviour
when it comes to purchase of denim wear.
H14: ‘Style Quotient
is the main reason
behind my selection
of the Denim Jeans’
does not depend on
the Occupation of
the consumer.
0.019 Rejected With different occupations of the consumers the
way they want to be stylish also differs. Style is
perceived differently by different consumers with
respect to their occupational activities.
H15: ‘Style Quotient
is the main reason
behind my selection
of the Denim Jeans’
does not depend on
the Family Income
of the consumer.
0.757 Accepted The interest to wear different styles in denim wear is
not dictated by the family income of the consumer.
This clearly explains the reason behind not much
difference in prices in different styles of denim wear
as offered by a brand.
VII. Cluster Analysis:
It is a data reduction tool that creates subgroups that are more manageable than individual datum. Cluster
analysis (CA) is an exploratory data analysis tool for organizing observed data (e.g. people, things, events,
brands, companies) into meaningful taxonomies, groups, or clusters, based on combinations of factors, which
maximizes the similarity of cases within each cluster while maximizing the dissimilarity between groups that are
initially unknown (Banerjee & Agarwal, 2013).
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Using cluster analysis, a customer ‘type’ can represent a homogeneous market segment. Identifying their
particular needs in that market allows products to be designed with greater precision and direct appeal within the
segment. Targeting specific segments is cheaper and more accurate than broad-scale marketing. Customers
respond better to segment marketing which addresses their specific needs, leading to increased market share and
customer retention. Cluster analysis does not make any distinction between dependent and independent
variables. The entire set of interdependent relationships is examined. Cluster analysis reduces the number of
observations or cases by grouping them into a smaller set of clusters. In this study the researchers tried to select
strong indicators, having factor loadings more than .05 (Erdem & Swait, 2004). from the Communalities Table
of Exploratory Factor Analysis, to do cluster analysis for segmenting the market. But it was been observed that
in the analysis many strong variables were obtained. To simplify the process and to obtain distinct clusters on
few variables random number 5 was selected and top five indicators on the basis of highest factor loading were
chosen for cluster analysis as given in Table.
Table 6 - Parameters for Cluster Analysis
Factor
No.
Factor Factor
Loading
1 I buy innovative and new denim jeans before anyone I know 0.839
2 If new and different denim jeans is available in the shops I usually buy them 0.850
3 I often wonder what other people will think of me when I wear a denim jeans 0.617
4 Compared to my friends I purchase more denim jeans 0.555
5 Western style of dressing makes me purchase more products of Denim jeans 0.533
Technique Adapted: As the number of groups or clusters that will emerge from the analysis is not known in the
sample and as optimum solution is soughted, a two-stage sequence of analysis was implemented as follows:
A hierarchical cluster analysis using Ward’s method applying squared Euclidean Distance as the
distance or similarity measure was carried out. This helped to determine the optimum number of
clusters we should work with.
In the next stage the hierarchical cluster analysis was rerun with the selected number of clusters, which
enabled us to allocate every case in our sample to a particular cluster.
Hierarchical Cluster Analysis is the major statistical method for finding relatively homogeneous clusters of
cases based on measured characteristics. It starts with each case as a separate cluster, i.e. there are as many
clusters as cases, and then combines the clusters sequentially, reducing the number of clusters at each step until
only one cluster is left. The clustering method uses the dissimilarities or distances between objects when
forming the clusters. The SPSS programme calculates ‘distances’ between data points in terms of the specified
variables. Ward’s Method is distinct from other methods as because it uses an analysis of variance approach to
evaluate the distances between clusters. In general, this method is very efficient. Cluster membership is assessed
by calculating the total sum of squared deviations from the mean of a cluster. The criterion for fusion is that it
should produce the smallest possible increase in the error sum of squares.
The results start with an agglomeration schedule which provides a solution for every possible number of clusters
from 1 to 150 (the number of our cases). The column to focus on is the central one which has the heading
‘coefficients’. Reading from the bottom upwards, it shows the agglomeration coefficient for one cluster to
another. If we rewrite the coefficients as in the below mentioned (as it is not provided on SPSS) it is easier to
see the changes in the coefficients as the number of clusters increase. The final column, headed ‘Change’,
enables to determine the optimum number of clusters. In this case it is 3 clusters as succeeding clustering add
very much less to distinguishing between cases. A clear demarcation point seems to be there after 3rd
Row.
Table 7 - Agglomeration Schedule for Cluster Analysis
Agglomeration Schedule
Stage
Cluster Combined
Coefficients
Stage Cluster First Appears
Next StageCluster 1Cluster 2 Cluster 1 Cluster 2
1 70 147 .000 0 0 49
2 49 139 .000 0 0 90
3 2 123 .000 0 0 51
4 119 120 .000 0 0 5
5 118 119 .000 0 4 129
6 110 116 .000 0 0 9
7 74 115 .000 0 0 46
8 102 113 .000 0 0 47
-- -- -- -- -- -- --
143 1 16 393.182 135 139 145
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144 2 30 419.175 130 138 148
145 1 4 489.083 143 140 147
146 9 38 559.587 141 136 149
147 1 6 649.885 145 142 148
148 1 2 767.329 147 144 149
149 1 9 1088.200 148 146 0
Reformed Agglomeration Table
Table 8 - Reformed Agglomeration Schedule for Cluster Analysis
No. of clusters Agglomeration last step Coefficients this step Change
2 1088.200 767.329 320.871
3 767.329 649.885 117.444
4 649.885 559.587 90.298
5 559.587 489.083 70.504
6 489.083 419.175 69.908
K-Means Clustering: This method of clustering is very different from the hierarchical clustering and Ward
method, which had been applied previously when there is no prior knowledge of how many clusters there may
be or what they are characterized by. K-means clustering is used when you already have hypotheses concerning
the number of clusters in your cases or variables. This is the type of research question that can be addressed by
the k-means clustering algorithm. In our study we have used both the hierarchical and the k-means techniques
successively. The former (Ward’s method) is used to get some sense of the possible number of clusters and the
way they merge as seen from the dendrogram. As from Table below we have deduced 3 Clusters. Then the
clustering is rerun with only a chosen optimum number in which to place all the cases (k means clustering). One
of the biggest problems with cluster analysis is identifying the optimum number of clusters. As the fusion
process continues, increasingly dissimilar clusters must be fused.
Table 9 - Final Cluster Centres
Final Cluster Centres
Cluster
1 2 3
Western Style of Dressing makes me purchase more products of Denim jeans 4.123.613.52
I often wonder what other people will think of me when I jeans a denim jeans 3.961.921.80
Compared to my friends I purchase more denim jeans 3.512.833.60
If new and different denim jeans is available in the shops I usually purchase them1.884.141.65
I buy innovative and new denim jeans before anyone else I know 1.674.001.77
Table 10 - Cases in each Cluster
Number of Cases in each Cluster
Cluster 1 49.000
2 36.000
3 65.000
Valid 150.000
Missing .000
From studying the tables above, it can be said that Cluster 3 is the most attractive cluster in the market with
43.33% of customers falling in that cluster.
Table 11 - Distances between clusters
Distances between Final Cluster Centers
Cluster 1 2 3
1 3.927 2.257
2 3.927 3.435
3 2.257 3.435
The differences between Final Cluster Centres Table, shows the Euclidean distances between the final cluster
centres. Greater distances between clusters mean there are greater dissimilarities. So Cluster 2 & 1, have the
highest dissimilarity and Cluster 1& 3 are the most similar one. The dissimilar cluster groups have been ranked
as per the Table below:
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Table 12 - Differences in the clusters
Rank Cluster Group Differences
1 Cluster 2 & 1 3.927
2 Cluster 3 & 2 3.435
3 Cluster 1 & 3 2.257
When cluster memberships are significantly different they can be used as a new grouping variable in other
analyses. The significant differences between variables for the clusters suggest the ways in which the clusters
differ or on which they are based, the more the difference the more the uniqueness in the segment. This helps
the marketers if they want to enter into multiple similar segments with their product lines or can target the next
segment in their growth strategy. It is never advisable to cater to multiple dissimilar segments. These
differentiations do not indicate any positive or negatives aspects of a cluster, it depends on subjective evaluation
of the marketers. Table which explains the market characteristics of the three different clusters is formed from
Table of Final Cluster Centres.
Table 3 - Clusters formed
Cluster Name Cluster Variables
Influence of
Western Style
of Dressing
Other’s Thoughts
as Influences
More
Purchase
compared to
Peers
Purchase of
Innovative
Denim Wear
Trend Starters
in Innovative
Denim Wear
Cluster 01:
Fashion
Replicates
High influence
of Western
Style of
Dressing in
Denim Wear
High influence of
other people’s
thoughts and
suggestions while
dressing in Denim
Wear
Moderate
influence of
peer pressure
in purchase of
Denim Wear
Very Low
amount of
purchase of
innovative
Denim Wear
Very low in
being trend
setters in
Innovative
Denim Wear
Cluster 02:
Trend Setters
Moderate
influence of
Western Style
of Dressing in
Denim Wear
Very Low
influence of other
people’s thoughts
and suggestions
while dressing in
Denim Wear
Low influence
of peer
pressure in
purchase of
Denim Wear
High amount
of purchase of
innovative
Denim Wear
High in being
trend setters in
Innovative
Denim Wear
Cluster 03:
Fashion
Traditionalists
Moderate
influence of
Western Style
of Dressing in
Denim Wear
Very Low
influence of other
people’s thoughts
and suggestions
while dressing in
Denim Wear
Moderate
influence of
peer pressure
in purchase of
Denim Wear
Very Low
amount of
purchase of
innovative
Denim Wear
Very low in
being trend
setters in
Innovative
Denim Wear
Out of the 150 respondents, it has been seen that 32.66% belong to Cluster 01 – Fashion Replicates, 24% belong
to Cluster Group 02 – Trend Setters and the remaining 43.33% belong to the Cluster Group 03 – Fashion
Traditionalists. Fashion Replicates and Fashion Traditionalists have the least differences among them and they
usually end up liking the basic traditional products in Denim wear.
Suggestions for Marketers: Keeping the core product line and manufacturing style of economy segment brands,
marketers should focus and target the fashion traditionalists who shall continue wearing the same kind of denim
jeans throughout their life owing to the fact that denim is a casual wear everyday product. Majority of the target
market falls in this cluster which makes it an easy to target the segment. Even if the brand is low on product
modifications and being up to date with the market trends it can survive in the current market conditions by
focussing majorly on this cluster. They have lower demands in trends and choose to wear less modified denim
products. If the marketers want to stretch the segment they can also target the fashion replicates which is the
closest one to their target market. They want to wear me-too products and replicated designs at affordable prices
which are popular in the market.
VIII. Conclusion
In this study the researchers tried to explore the present scenario of the denim wear market in India and the
various reasons responsible to drive the consumers towards making a purchase in this product category. Denim
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is unique among all the apparels worn as it is a wear that is always subjected to wear and tear and is expected to
survive the test of time. On performing a factor analysis it was seen that the major factors driving the consumers
to make purchase in this category are namely, Product Quality, Product Innovativeness, Product Variety, Stylish
And Attractive, Long Lasting, Peer Influence, Availability and Enhance Confidence. All these factors
cumulatively can explain around 76.886% of the reasons behind the consumer buying behaviour. The
hypothesis testing through chi square indicated the dependency of the various behaviourial factors driving the
consumers for a purchase on the demographic variables age, income and occupation. While on one hand it was
seen that the cut of the denim jeans to justify the price paid depends upon the age of the consumer, as with
changing age, the choice of various cuts of a denim changes, on the other hand it was seen that, the cut of the
denim jeans to justify the price paid does not depend upon the family income of the consumer, which largely
explains the facts why brands do not have much of a price difference depending on the change of the cut seen in
a denim jeans. Cluster Analysis was done first by hierarchical method to deduce number of clusters which can
be formed, and then the data was further processed through Ward Method in K-Means Cluster Method. On
dividing the consumer market into segments, three distinct segments were derived which helped to understand
the consumer market in a better way so that brands can devise products of denim wear which shall suit each
individual segment, namely, The Fashion Replicates, The Trend Setters and The Fashion Traditionalists. It has
been seen that 32.66% belong to Cluster 01 – Fashion Replicates, 24% belong to Cluster Group 02 – Trend
Setters and the remaining 43.33% belong to the Cluster Group 03 – Fashion Traditionalists. Fashion Replicates
and Fashion Traditionalists have the least differences among them and they usually end up liking the basic
traditional products and popular in designs in Denim wear. The study thus tried to help understand the consumer
market of Men’s Denim Wear in Kolkata in a bigger and better way. It can be further used by researchers and
brands in order to understand the various factors driving the consumer buying behaviour of men towards denim
jeans in Kolkata.
References
[1.] 32nd IAF World Fashion Convention: Indian Denim sector to become 8 billion dollar industry. (2016, October).
Colourage , 63 (10), pp. 105-106.
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15. International Journal of Arts and Social Science www.ijassjournal.com
Volume 1 Issue 1, May-June 2018.
Dr. Sougata Banerjee Page 57
Annexure
1. Name: _________________________________________________________________________________
2. Age (in Years): 15-25 25-35 35-45 45-55 55-65 65 and above
3. Marital Status: Single Married Widowed Divorced Separated
4. Qualification: High School Graduate (Class XII) Graduate Post Graduate Professional Degree
Others
5. Occupation: Homemaker Student Self-Employed (Businessman/ Businesswoman) Service Retired
6. Average Family Income: (in Rs.) per annum: Below 5 Lakhs 5-15 Lakhs 15-25 Lakhs 25-35 Lakhs
35-45 Lakhs
45 Lakhs and Above
7. How much on average would you spend (in Rs.) on a Denim jeans? 1000-1500 1500-2000 2000-2500
2500-3000
3000-3500 3500-4000 4000-4500 4500-5000 5000 and above
8. What is the purpose behind purchase of your denim jeans? Need Fulfilment Specific Occasion Impulse
Purchase
For Gifting Keeping up with the Fashion or Trend Others
9. How often do you buy a Denim jeans? Once in 2 months Once in 4 months Once in 6 months Once
in a year
10. Do you wear/ have worn Moustache Jeans? Yes No
11. Tick-mark your agreement/ disagreement in the boxes given for the following statements. (1- Strongly
Disagree, 2-Disagree, 3-Neither agree nor disagree, 4-Agree, 5-Strongly Agree)
Sl.
No
Code Parameters/ Dimensions 1 2 3 4 5
PD Product
1 PD1 I prioritize product quality
2 PD2 I prioritize product features
3 PD3 I prioritize fit in Denim Jeans
4 PD4 I prioritize comfort in Denim Jeans
5 PD5 I look forward to the design of the Denim Jeans in every purchase
6 PD6 I look forward to product modifications of the Denim Jeans in every purchase
7 PD7 Product Versatility offered is the reason behind my selection of the Denim
Jeans
8 PD8 Product Variety offered is the reason behind my selection of the Denim Jeans
9 PD9 Product Diversification offered is the reason behind my selection of the
Denim Jeans
10 PD10 Style Quotient is the main reason behind my selection of the Denim Jeans
11 PD11 Easy Care is the main reason behind my selection of the Denim Jeans
12 PD12 Product Durability is the main reason behind my selection of the Denim
Jeans
13 PD13 Colour Durability is the main reason behind my selection of the Denim Jeans
14 PD14 Fabric is the main reason behind my selection of the Denim Jeans
PR Price
15 PR1 Texture is important to me when I have to justify the price paid for the
purchase
16 PR2 Cut is important to me when I have to justify the price paid for the purchase
17 PR3 Wash is important to me when I have to justify the price paid for the purchase
18 PR4 Value for Money is important to me when I have to justify the price paid for
the purchase
19 PR5 Affordable Prices offered is the reason behind my selection of a particular
denim jeans
20 PR6 Price is the main criteria behind the selection of a Denim jeans
PL Place
21 PL1 Large number of retail outlets makes me purchase more products of Denim
jeans
G Geographic
22 G1 Convenience of Purchase is the reason behind my selection of a Denim jeans
23 G2 Country of Origin is the main reason behind the selection of a Denim jeans
D Demographic
16. International Journal of Arts and Social Science www.ijassjournal.com
Volume 1 Issue 1, May-June 2018.
Dr. Sougata Banerjee Page 58
24 D1 Increase in Disposable Income makes me purchase more products of Denim
jeans
P Psychographic
25 P1 I want my Denim jeans to be Attractive
26 P2 I want my Denim jeans to be Practical
27 P3 I want my Denim jeans to be Rugged
28 P4 I want my Denim jeans to be Flexible
29 P5 I want my Denim jeans to be Friendly
30 P6 I want my Denim jeans to be Honest
31 P7 I want my Denim jeans to boost my confidence
32 P8 I want my Denim jeans to boost my self esteem
B Behavioural
33 B1 I own multiple pairs of Denim jeans
34 B2 I own different colours of Denim jeans
C Cultural
35 C1 Influx of Western Culture makes me purchase more products of Denim jeans
36 C2 Western Style of Dressing makes me purchase more products of Denim jeans
37 C3 Influx of Bollywood Influence makes me purchase more products of Denim
jeans
S Social
38 S1 I am influenced by my friends on the type of denim jeans to be purchased
39 S2 I am influenced by my family on the type of denim jeans to be purchased
40 S3 I am influenced by the style trends in the society for my denim jeans
41 S4 I often wonder what other people will think of me when I jeans a denim jeans
CB Modified Compulsive Buying Scale
42 CB1 When I have money I cannot help but spend a part or whole of it on Denim
jeans
43 CB2 I often buy a Denim jeans if I see it in a store even if I am not planning to buy
it
44 CB3 Shopping for denim jeans is a way of relaxation and forgetting my problems
45 CB4 I sometimes feel something inside me pushes me to go shopping for denim
jeans
46 CB5 There are times when I have a strong urge to buy Denim jeans
47 CB6 At times I have also felt guilty after buying a Denim jeans because it sounded
unreasonable
48 CB7 There are few Denim jeans that I buy that I do not show to anybody because I
think people will think I did a foolish expense or I wasted money
49 CB8 I often have a real desire to go shopping or buying a Denim jeans
50 CB9 As soon as I enter a shopping centre I wish to go and buy a Denim jeans
51 CB10 I often bought a Denim jeans when I did not need it even though I had very
little money
52 CB11 I like to spend money on Denim jeans
DSI Domain Specific Innovativeness Scale
53 DSI1 I buy innovative and new denim jeans before anyone else I know
54 DSI2 Generally I am first among my circle of friends to buy innovative denim
jeans
55 DSI3 Compared to my friends I purchase more denim jeans
56 DSI4 If new and different denim jeans is available in the shops I usually purchase
them
57 DSI5 Generally I am the first amongst my friends to remember a new type of
Denim jeans
58 DSI6 I like to purchase new and innovative denim jeans launched