Dissertation study into the marketing of organic clothing and consumer buying behavior- a case study of monsoon accessorize

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A Critical Study into the Marketing of Organic clothing and
Consumer buying behavior: A case study of Monsoon
Accessorize
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ABSTRACT
This research emphasizes the marketing of organic clothing and consumer buying
behavior, taking the case of Monsoon Accessorize. The importance and popularity of
organic clothing in modern world of consumerism is described in detail in this research.
The research identified the marketing techniques adopted in the Monsoon Accessorize
as part of their development plan. The research also focused on the buying behavior of
customers while purchasing organic clothes.
The method adopted is quantitative type since numerical outcome is expected. Since
data is to be collected from number of people, survey research strategy is followed for
collecting data. Secondary data is collected by the researcher for gaining idea about
research topic. A well prepared questionnaire was used up for collecting primary data
through survey. The responses of survey participants are depicted using graphs. The
responses are then analyzed to get the outcome for the research. It has been found
from the research that that the majority of the customers are much satisfied with the
variety of the organic apparels which are available in the shop. The management of the
Monsoon Accessorize is much aware of the importance of the provision of concept of
variety among the organic apparels. Moreover, it was also found from the research that
majority of the customers are interested in the purchase of organic apparels rather than
the purchase of the inorganic apparels.
Keywords: Organic clothing, consumer buying behavior, Marketing

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CHAPTER 1
INTRODUCTION
1.1 Introduction
The present report gives a detailed account on the popularity of the organic cotton as
well as organic clothing. The features of the organic apparels are well cited by the
researcher through the present chapter of introduction. The increased importance as
well as fame of the organic fashion among the public, is also highlighted by the
researcher. The researcher takes the case study of Monsoon Accessorize, a well reputed
fashion house of the United Kingdom, for the detailed analysis of the marketing of the
organic apparels.
The chapter also discusses about the customer behavior expressed by the consumers
while performing the purchase of organic clothing. The factors which are important in
the determination of the customer behavior of the consumers are also highlighted by
the researcher through the present research.
1.2 Background of the study
According to Lynn (2008), the organic apparels are manufactured from the organic
materials which are grown strictly following the organic agricultural standards. As per
the evidences given by Department of Agriculture (2010), a million tons of pesticides are
added to the soil which grows conventional cotton in order to manufacture the clothes.
These pesticides can cause adverse effects to the health of the living organisms
(including humans as well as animals) along with the disturbance in the ecological
harmony, says Kim (2008).
According to the opinions of Rose (2010), these harmful substances can be easily
nullified with the replacement of the growth as well as production of the conventional

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cotton with the organic cotton, which would not pose a threat to the living organisms.
According to the particular researcher, this is not only beneficial for the living organisms,
but also it plays a major role in the maintenance of the ecological harmony.
The findings of Judy (2009) also supports by stating that the usage of the organic cotton
for the manufacture of the organic apparels is much more advantageous than the use of
conventional cotton, in all the possible ways. The opinions of Basil (2009) points out that
the replacement of the conventional cotton with that of the organic cotton is very much
helpful in reduction of the extent of the process of global warming, which is one of the
major disasters, that the nature is going to face in the future.
As per the findings of Nick et al (2008), the manufacture of the organic apparels from
the organic cotton has created a big revolution among different countries across the
globe and the popularity of the organic clothes which are produced from the organic
cotton, is getting augmented day by day. According to the data produced by IFOA
(2010), around 750 members have started participating in the movement to promote
organic cotton and these 750 members are from 108 different countries.
According to the statement given by Basil (2009), the percentage constituted by the
organic cotton for the production of organic clothing is very high and it accounts for
around 95 percent among the total organic materials which are being used for the
manufacture of organic fashion or organic apparels. The total sales for organic cotton
was around $245 million in the year 2001 and this has been elevated to $790 million by
the end of 2010, and is expected to increase again in the coming years, reports Eyhorn
(2010). The countries including United states, Greece, Israel, Brazil, India, Turkey, China
etc are considered to be the major producers of the organic cotton, state IFOAM (2010).
According to the results obtained after the survey performed by the International
Advisory Committee (2010), an elevation in the production of many products from the

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so called organic cotton, has been noticed. The report also states that there was around
40% increment in the production of the organic apparels for women, 25% increment in
the manufacture of the apparels for babies. The increase in the production of the
apparels for men was around 20%, and for the children’s apparels, the manufacture
grew by 19%.
The consumer behaivour could be simply defined as the acts expressed by the
consumers during the purchase of the products, say Angela and David (2008). As per the
words of Wood (2007), the better the understanding of the customer behavior by the
researchers, the more the opportunities they get.
There are certain factors and elements which are much capable of influencing the
customer behavior during the purchase of products, says Wright (2006). The famous
researchers Wayne et al (2008), have clearly classified these factors into three major
aspects which are the cultural aspects, social aspects as well as psychological aspects.
The cultural aspects include the lifestyles of the customers, while social status,
references etc are mainly included in the social aspects of the customers. The
psychological aspects of the consumers mainly involve the learning as well as the
perception of the consumers.
1.3 Company Profile
Monsoon Accessorize is a high street retailer, which was founded by Peter Simon in
1973. This is head quartered in the United Kingdom with a number of branches. There
are around 400 Monsoon Accessorize in the United Kingdom alone. The firm has got
over 900 outlets in more than 60 countries, as per the statistics. The business has been
made much international involving the prominent countries like China, Brazil, France,
Austria, Italy, Lebanon, Israel etc. The stores are much focusing on the women with the
distribution of the products which are mainly aimed at them as well as the children and

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these products include jewelry, bags, clothes, organic apparels, scarves, cosmetics, hair
accessories etc. By the end of 2010, the firm has also opened a store in the United
States of America, and is planning to open around 50 more stores in China in the coming
next three years.
1.4 Aim and Objectives of the Study
Aim
The aim of the research is to find out the marketing of organic fashion and consumer
buying behavior taking the case of Monsoon Accessorize. .
Objectives:
The important objectives of the study are as follows:
• To perform a detailed study of the marketing of the organic apparels in Monsoon
Accessorize.
• To study the purchasing behavior of the customers of Monsoon Accessorize.
• To suggest necessary recommendations
1.5 Rational of the research
Marketing is a vital aspect in any type of business to grow and to make the presence
felt. It can be even said that no business can survive if their products and services are
not properly marketed. Nowadays, most companies spend huge amount for marketing
procedures. In this research, the researcher is trying to assess the marketing procedures
adopted by Monsoon Accessorize for their organic apparels. Organic apparels are now
gaining more popularity since it is safer and free from chemicals. The research also tries

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to identify the buying behavior of customers of Monsoon Accessorize. The outcome of
this research will help to identify customers’ attitude and their behavior towards organic
products. It will also be helpful to identify what are customers’ expectations and
requirements from retailers like Monsoon Accessorize. The outcome of this research will
give other companies, which are trying to enter in organic apparel, idea about the
market and customers’ attitude towards organic apparels. The marketing techniques of
Monsoon Accessorize which are identified through this research, can be utilized by
other companies.
1.6 Conclusion
The present chapter of the research work done by the research mainly involves a brief
introduction of the features of organic apparels made from the organic cotton. This
chapter also gives a description of the marketing of the organic apparels by taking the
case study of a well reputed fashion house of the United Kingdom, Monsoon
Accessorize. The customer behavior exhibited by the customers during the purchase of
the products is also explained by the researcher through the chapter. He also tried out
to mention the factors which determine the purchasing behavior of the customers. The
present chapter also gives out a brief idea of the aims as well as objectives of the study.

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CHAPTER 2
REVIEW OF LITERATURE
2.1 Introduction
The present section makes a highlight on the literature works which are already made
by the researchers on the topic related organic clothing. Even though much research has
not been cited for the present topic, there are few available literatures which are
compiled and discussed in the present chapter of the report. The present chapter also
gives a detailed discussion on the literature works related to the behavior of the
customers during the purchase
2.2 Organic Clothing
The materials which are grown in compliance with the organic agricultural standards,
form the basis for the production of the organic clothing, says Lynn (2008). These are
also known as organic fashion or organic cloths. These garments are free of any
synthetic chemicals, thus this would be safer when compared to the other common
apparels, supports Kim (2008). According to Jennifer and Kim (2010), any of the
materials which include jute, ramie, cotton, jute, wool etc, make the composition of the
organic clothing. As per the findings of Nina (2010), since the organic clothing is entirely
devoid of chemicals like pesticides, insecticides etc, the price for such clothing is always
high. Kim (2008) also states that the most significant feature of these organic cloths
would be their eco friendly nature.
According to the recent survey done by the Agriculture department of the United States,
the fields which produce cotton usually require more than 50 million pounds of
pesticides in order to get protection from the attack of the pests (Department of
Agriculture, 2010). Even though, these pesticides provide a layer of protection to the

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plants producing cotton, the threats posed by these pesticides is beyond explanation,
says Lynn (2008). As per the conclusion made through the study of Rose (2010), the
development as well as production of these organic clothes do not require the
involvement of chemicals like pesticides, insecticides, genetically modified seeds etc.
The production of the organic clothing instead makes use of composting, through which
the harmful fertilizers are also replaced, and this also takes well care of the plants from
the attack by the pests.
These organic clothes are purely free from the use of usual chemicals like chlorine or
formaldehyde, which are commonly seen in the chemically synthesized clothes, says
Judy (2009). These also do not basically involve the chemicals like bleaches and dyes as
well. Since these chemicals are not at all used during any step of the production of the
organic clothes, the chances of the pollution of the environment by the chemicals are
very minimum, also supports Nick et al (2008). They also state that since the chances of
the environment getting polluted are less, the living beings are getting benefited
through the usage of the organic clothing or organic fashion.
As per the findings of Judy (2009), the switching over to the organic clothing from the
apparels which include the usage of large amount of chemicals, really provides a fair
extent of boost to both the living organisms (including humans) as well as the nature.
Even though the apparels follow a strict organic mode of processing as well as
development, it does not stand second to the chemically produced clothes, in the aspect
of trend and fashion, says Rose (2010). The stylish looks as well as the comfort provided
by these clothes make the customers feel that they are just using the normal trendy
apparels, she also adds.
The reduced global warming through the manufacture of the organic apparels is also a
major contributing factor for the popularity of these organic garments, says Basil (2009).
He also adds that the field which grows the organic cotton could be used for crop

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rotation, thereby making it possible to cultivate any other crop of much relevance, once
these cotton plants are cultivated. Thus, according to him, the global food production
also could be easily enhanced through the cultivation of the plants producing organic
cotton.
The organic clothes or organic apparels have gained attention and focus across the
globe, says Nick et al (2008). According to the recent survey done in the developments
of the organic fashion, it could be observed that around 750 member organizations
belonging to 108 different countries actively participate in the promotion activities
undertaken by the IFOAM (International Federation of Organic Agricultural
Movements), (IFOA, 2010).
The organic cotton has gained more popularity as well as attention among all the
materials which are used for the production of organic apparels, clarify Myers and
Stolton (2010).
2.3 Marketing of Organic cotton
According to the statement given by Basil (2009), the percentage constituted by the
organic cotton for the production of organic clothing is very high and it accounts for
around 95 percent among the total organic materials which are being used for the
manufacture of organic fashion or organic apparels. The total sales for organic cotton
was around $245 million in the year 2001 and this has been elevated to $790 million by
the end of 2010, and is expected to increase again in the coming years, reports Eyhorn
(2010).
It is known through the survey done by IFOAM that the most significant sector of the
sustainable apparel industry is accounted over by the organic cotton (IFOAM, 2010). The
countries including United states, Greece, Israel, Brazil, India, Turkey, China etc are

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considered to be the major producers of the organic cotton, state IFOAM (2010).
According to Basil (2009), Indian stands second in the production of organic cotton
world wide. The country is also considered to be the second largest exporter of the
organic cotton. The top five consumers of the organic cotton include Nike, Woolworth’s,
Wal-Mart, Levi;s, The Gap as well.
A wide range of products could be easily produced from the organic cotton and these
include the products ranging from the personal care items (including cotton puffs,
sanitary products, ear swabs, pads to remove make-up etc), children’s products (which
include diapers, toys, etc), home furnishings (including bathrobes, towels, bedding etc),
apparels and garments as well (Scialabba and Hattam, 2010). The other important
advantage of using organic cotton is that animal feeds could be made from these cotton
seeds. Several edible products, including chips, cookies etc, could be made from the
cotton seed oil, says Lynn (2008).
The survey performed by the International Cotton Advisory Committee (2010), the
manufacture of a variety of products from the organic cotton has been elevated as the
years go by. By the end of 2010, the manufacture of the women apparels from the
organic materials was raised by 40%, while there was around 25% growth in the
production of the baby products from these organic materials. The increase in the
production of the apparels for men was around 20%, and for the children’s apparels, the
manufacture grew by 19%.
The market of the organic cotton could be regarding as the one of the fastest emerging
market, explains Lisa (2010). As mentioned earlier, the growth as well as production of
the organic cotton much lesser negative impacts, which could be considered as
negligible, states Eyhorn (2010). These play a major role in the replenishment as well as
the maintenance of the fertility of the soil in which these are cultivated. According to
Lampkin (2011), the organic cotton not only helps in minimizing the pollution level

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caused to the environment (by not using the harmful chemicals like pesticides,
insecticides etc), but also uses only those methods which are permitted to the organic
production.
Because of the increased competition in the organic apparel industry, many prominent
companies which excel in the production of organic fashion have adopted certain useful
tactics to overcome these tight competitions, explains Cardoza (2010). Queen Mab,
which is leading company for organic apparels production have started focusing into the
production of the apparels especially for babies as well as children. They are also keen in
the provision of extra gifts for each purchase from their firm (at times, the natural
wooden toys are given as gifts for each purchase of the clothing for children). Cardoza
(2010) also states that the marketing strategy adopted and followed by another
prominent firm, Earthlings, include the direct selling without involving the retail stores
as the intermediates between the firm and the customers as well.
Even though, the use of organic cotton as well as organic clothing are much
advantageous for the preservation of the ecological harmony, there are also some
limitations posed by the manufacture of the organic apparels from the pure organic
cotton (Basil, 2009). This has urged the major consumers of organic cotton (including
Levi’s, Nike, The Gap etc) to develop a new strategy where the organic cotton is
beneficially incorporated into the conventional cotton, says Fletcher (2009). These
prominent firms of the apparel industry make use of either pure organic cotton or the
blend of the organic cotton with the conventional cotton where the percentage of the
organic cotton would be the maximum, says Fletcher (2009).
2.4 Limitations of organic cotton
According to the words of Myers and Stolton (2010), any product has positive features
and negative features as well. They also state that the organic apparels or more

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specifically, organic cotton also has got certain strong limitations which could not be
neglected. The researcher, Judy (2009) also supports Myers and Stolton by stating that
the primary limitation of the organic cotton is the non sufficient focus on the processing
steps. According to his statement, much important is given to the farming steps of the
organic cotton, while less importance is given to the processing steps of the conversion
of these organic cottons into the organic apparels. This ignorance occurring in the
processing steps, is very well reflected in the after effects of the usage of these stuffs.
Some babies and young children may develop allergic reactions if these organic cottons
are not properly converted into comfort organic apparels, says Cardoza (2010) also.
The other major problem which the sellers face during the purchase by the customers, is
the high price of these organic stuffs, clearly states Lisa (2010). She also adds that
because of the expensive nature of these organic fashions, the customers are very
reluctant to purchase these products and they prefer the apparels made from the
conventional cottons more over these organic cotton-manufactured apparels.
According to the conclusions made by Lampkin (2011), the counseling of the customers
and making them aware of the significance of the organic apparels would make the
situation much more worse as there are chances to end in a situation where the
customers would not even like to look at the dresses which are manufactured out of the
conventional cotton.
The customers are the main sources of the income and reputation of any firm, thus
indirectly the much vital elements of the existence and establishment of the firm as
well, says Kim (2008). Each and every firm should take necessary steps in order to make
aware of the customers regarding the salient features of their products as well as to
direct them towards the purchase of the products according to their tastes as well as
the prices determined by them (Hawkins et al., 2009).

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2.5 Consumer Behaviour
The most significant elements which are substantial for the growth and development of
any business firm, are regarded to be the customers of the specific firm, Hawkins et al
(2009). The main characteristic of the customer behaviour, according to many
researchers including Cathy and Pascale (2007), is the phenomenon of impulse buying or
just impulse purchase.
As per the definitions put forward by the two eminent researchers Angela and David
(2008), the concept of the customer behavior could be simply described as the act
expressed by the individuals during the processes involved in the decision making and
the purchase of the products as well. According to the words given out by Wood (2007),
the benefits of the understanding of the ideology of the customer behaviour includes
the widening of the existing opportunities, gathering information regarding the concept
of brands, assessment of the behavior etc. This ultimately is beneficial to the researcher
as they get more access to the topic of study.
As per the explanations put forward by the brilliant researcher Wright (2006), the
behavior of the customers are basically determined by a variety of elements and factors
which surround these individuals. He also adds that, for us to have a better knowledge
regarding the topic of customer behavior, the understanding as well as the assessment
of all the factors which necessarily determine and influence the behavior of the
customers, are very much required.
According to the observations as well as conclusions put forward by Cahill (2007), both
the cultural aspects as well as the mental aspects play a major role in the shaping of the
behavior of the customers.

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According to Wayne et al (2008), the customer behavior is mainly influenced by the vital
elements which include social aspects, economical aspects, psychological aspects etc.
These are briefed out in the subsequent paragraphs.
Cultural aspects of consumer behavior:
According to the opinions of Cathy and Pascale (2007), the cultural aspects are the most
important factors which determine the customer behavior. As per the explanations
given by Cannon (2008), much research works have not been done in this topic, even
though the significance of the cultural aspects in the structuring of the behavior of the
consumers is very well known to the researchers. According to him, the researchers who
have worked out in the study of the influence of the cultural aspects on the customer
behavior, performed the studies by exposing the individuals in a variety of cultural
backgrounds. When these individuals are made into contact with the other individuals
who have a completely different cultural background, they themselves are made aware
of their characters which are shaped up by the culture, states Cannon (2008). The
cultural aspects of a person broadly include the facets like subcultures, identities, life
styles, values etc.
Social aspects of consumer behavior:
Apart from the cultural aspects, there are some other elements also, which play major
roles in the making of the behavior of the individuals. Social aspect could be regarded as
one such determining elements, says Wood (2007). The elements of status in the
society, reference groups, role played by the individual in the society etc could be
regarded as the major divisions of the so called social aspects, he also suggests.
According to the definition put forward by Wright (2006), the aspect of reference
groups of a particular person simply means the gang of individuals who surrounds that

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specific person. The eminent researcher, Wood (2007) gives out the classification of the
reference groups and according to him, the primary reference groups as well as the
secondary reference groups could be considered as the two most important divisions of
the reference groups. Wood (2007) also gives out the prominent examples for both the
groups and according to him, the persons who have a direct linkage with that of the
particular person could be included in the primary reference group and this category
includes the family members, relatives, friends etc. Those persons who lack direct
connection with the focused person could be grouped under secondary reference
groups and the examples include religious organizations, political parties, clubs etc.
Psychological aspects of consumer behavior:
Hawkins et al (2009) states, the psychological aspects are also very much important, in
the determination of the behavior of any customer. According to him, the psychological
aspects mainly include the ideologies like learning, motivation, attitudes, perception etc,
and these have very significant roles in the shaping of any individual. But according to
Cahill (2009), among all the above mentioned psychological aspects of consumer
behavior, the concept of motivation could be given the prime importance. This is
because it the aspect which plays a vital role in directing the customers to purchase
certain products, he also makes his point much clear. The approaches of the consumers
towards the products as well as services, could be broadly categorized under the
concept of perception, state Angela and David (2008). As per their conclusions, the
concept of perception is purely dependent on the persons. They explain the above
statement by exemplifying the cases of two different individuals, where they might not
purchase the same product even though they both have the same needs as well as
requirements. Many other researchers have also supported the fact the psychological
aspect is also the most important element for the determination of the purchasing
behavior of the customers. As per the statements given by Angela and David (2008), the
prominent element of the psychological aspects, would be the concept of learning. They
also state that the purchasing behavior of the customers during the purchase, is well

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influenced by the concept of learning. According to them, the experiences of the
customers results in the process of learning and through these experiences, they make
the purchase for the next time and so on. The customer behavior is also determined by
the beliefs as well as the attitudes of the customers, say Hawkins et al (2009).
2.6 Conclusion
The literature works related to the organic cotton, features of organic cotton as well as
organic apparels etc are discussed in the present chapter. The chapter also gives a
thorough discussion of the limitations of the so called organic apparels or organic
cotton. The researcher has also given a well description of the already available
literatures related to the customer behavior, through the present review chapter.

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CHAPTER 3
RESEARCH METHODOLOGY
3.1 Introduction
The methods and techniques which are vital for the successful completion of the
research study, are generally explained through the chapter of research methodology,
say Saunders et al (2009). The research methodology commonly involves the well
coordination of the techniques which purely depends on the aims as well as objectives
of the research study. This is very much essential for the proper accomplishment of the
objectives of the study.
According to Creswell (2009), the approaches like research methods, research
strategies, research design, research approaches, methods of data collection, validity of
the research, sampling techniques as well as reliability of the research are considered to
be the several sub units of the research methodology.
Saunders et al (2009) have developed a special model called as Research Onion Model
which is shown below. Each of the layers of this specialized model explains the several
sub units of the research methodology.
Figure3. 1 ‘Research Onion’ or Onion Model application in research methodology

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Source: Adapted from Saunders et.al (2009), Research method for business students
3.2 Aims and Objectives
Aim
The aim of the research is to find out the marketing of organic fashion and consumer
buying behavior taking the case of Monsoon Accessorize.
Objectives
The important objectives of the study are as follows:

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• To perform a detailed study of the marketing of the organic apparels in Monsoon
Accessorize.
• To study the purchasing behavior of the customers of Monsoon Accessorize.
• To suggest necessary recommendations
3.3 Research Philosophy
According to Saunders et al (2009), the research philosophy generally covers the
conceptual views of the researcher towards the acquirement of the data necessary for
the research. The first layer of the research onion model proposed by Saunders et al
(2009) explains the techniques involved in the research philosophy. The three subsets of
the research philosophy are positivism, interpretivism as well as realism.
3.3.1 Positivism
This mainly involves the research based on the reality. The salient feature of the realism
is the stability of the data which is in turn obtained through the views of the author.
According to Anderson (2009), the logic expansion of the facts is involved in this portion.
3.3.2 Interpretivism
This portion of the research philosophy mainly deals with the behavioural aspects of the
individuals, says Wilson (2009). The communication done with the maximum number of
people is very wide, so as to collect the data with maximum accuracy.
3.3.3 Realism

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According to Dawson (2009), this subset of the research philosophy mainly involves the
broad view of human dimensions of the research. This well defines the remarks,
concepts as well as thoughts of the research.
3.3.4 Justification for the selected Research Philosophy
The data collected though the application of the philosophy of realism, ensures the it to
last for a long period of time and because of this salient feature, the researcher makes
use of realism for the present research. This also clearly explains the data accuracy and
this is implemented in the form of the application of quationaaires etc, for the collection
of data.
3.4 Research Approach
Research approach enables the well understanding of the objectives of the research and
this also includes the techniques which are much required for the completion of the
research study, states Dawsonn (2010). The success of the research also depends on the
selection of the research approach.
3.4.1 Inductive Approach
The inductive approach particularly involves the development of theories and
hypotheses from the findings and observations as well, states Anderson (2009). The
reliability as well as validity of the data which is acquired through this concept, would be
the most noticed salient features of this approach.
3.4.2 Deductive Approach
This approach involves the detailed explanation of the already developed hypotheses as
well as theories. The transformation of the proposed hypotheses into a completely

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developed theory is involved in the deductive approach. Quantitative data is used in this
approach, says Wilson (2009).
3.4.3 Justification for Research Approach
Since it is highly possible to obtain a valid as well as reliable data through the deductive
research approach, it is usually preferred over the inductive mode of research. The
researcher also uses the deductive approach for this reason. Accuracy is the major
highlight of this mode.
3.5 Research Method
The selection of research method is very crucial as the results would be sensible and
valid only if the research method selected is appropriate, clearly explains Creswell
(2009).
3.5.1 Qualitative Research Method
Creswell (2009) points out that the qualitative research method clearly explains the
views as well as concepts of the persons. The understanding of the perceptions of the
individuals is more possible through the adoption of the qualitative research method.
This method mainly focuses on the non numerical attributes which inturn includes the
feelings, attitudes etc which are not able to be counted, say Zikmund et al (2009).
3.5.2 Quantitative Research Method
Unlike to the qualitative research, the quantitative research method mainly gives
attention on the numerical attributes which include the countable elements, say
Dawson (2009). The conversion of the arithmetical format to the text format is also
done through this approach.

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3.5.3 Justification for Research Method
Since the data collected from the customers of Monsoon, would be of numerical
pattern, the quantitative research method would be the most suitable and thus this
method is applied by the researcher for the present study. Moreover, using quantitative
research will enable the research analyze the data easily with the help of statistical
tools such as graphs, diagrams etc. and also help the researcher to make precise
conclusion as identified by Saunders et.al (2009).
3.6 Research Strategy
The finding out of the solutions for the research problems of the research is possible
only through the employment of research strategy. The structure of the research is
roughly briefed out by the assistance of research strategy, clearly state Jan and Collin et
al (2010).
3.6.1 Survey
As per the findings of Creswell (2009), the survey strategy mainly involves the
explanation regarding a natural population. This is primarily done through the
systematic observation and systematic interviewing as well. The management issues
always make use of the survey strategy, as the research strategy. The data is gathered
from a particular group of people, who act as the representatives of the total
population.
3.6.2 Case study
The attention of a single case is mainly involved in the research strategy called case
study. According to the opinions of Wilson (2009), each and every data related to this

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specific single case are collected, which is much essential for the analysis as well as
assessment of this single case.
3.6.3 Justification of the research strategy
The survey strategy was adopted by the researcher for the successful completion of the
present research. This is applied to analyse the marketing of the organic apparels in the
Monsoon as well as to analyse the customer behaviour during the purchase. This is
mainly done through the collection of data from a group of customers, who are
regarded to be the representatives of the total customers. The reason of choosing
survey strategy for this research is that the researcher can easily collect the data from
large population of samples and get accurate results. In addition survey strategy is low
cost for the researcher to collect data.
3.7 Sampling Techniques
The sampling techniques of any research would mainly involve the process of the
selection being done to select the samples which are required for the performance of
the research work. The selection of the sampling techniques mainly depends upon the
nature of the research which is carried out by the researcher. According to the
explanations given by Lohr (2010), the validity of the obtained data mainly relies on the
adopted techniques of sampling, thus, these are very much vital.
3.7.1 Probability Sampling
The present sampling technique, probability sampling technique, particularly involves
the stratified, systematic as well as random factors of sampling. There is a provision of
equal chances for each and every sample involved in the study. According to the words
of Lohr (2010), the mode of randomization would be the most noted salient feature of
the probability sampling.

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3.7.2 Non Probability Sampling
On the other hand, the non probability sampling techniques do not provides equal
chances of being selected, are the chances are highly restricted to certain particular
samples, states Anderson (2009).
3.7.3 Justification for sampling techniques:
The researcher used the non probability sampling techniques for the completion of the
research study. The adequate data was collected from the customers of the Monsoon
Accessorize, and it is not practical to collect the information from each and every
customer who approaches the shop. So the researcher selected the respondents
randomly. Thus, the non probability sampling technique is very much preferred by the
research to carry out the research as this comprised of simple random sampling.
3.8 Data Collection Methods
Of all the processes involved in the research methodology, this step which involves the
collection of data could be considered as the most fundamental step, yet very much
significant step. Only the data which are relevant for the present study should be
collected by the researcher, says Creswell (2009).
3.8.1 Primary Data
The data which is being collected for the first time could be regarded as the primary
data. Since this is the data that is collected for that particular study, this would be very
much fresh, explain Jan and Collin et al (2010). The approaches like interviews, analysis
using the questionnaires etc are the commonly adopted approaches to gather the
primary data, directly from the persons who are linked to the study. This type of data
assures the validity of the data, since this is collected directly from the respondents.

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3.8.2 Secondary Data
The data which is already collected and cited by the researchers, through their works, is
referred to as the secondary data, says Wilson (2009). Several sources act as sources of
the secondary data which includes the internet, journals, magazines, articles, etc.
3.8.3 Justification for Data Collection
The researcher prefers the collection of primary data, for the completion of the research
study. In this research primary data was collected using self administered questionnaires
from the customers of Monsoon. The purpose of the collection of primary data is to
ensure the validity or reliability of the data since the data is collected directly from the
respondents. However the research also gathered secondary data from books, academic
journals, publications etc, which can be seen in the literature review chapter.
3.9 Ethical Issues
There are definite sets of ethics, which are supposed to be followed by the researcher
during the performance of a research work. Only if the researcher succeeds to follow
these ethics, the research study is considered to be perfect. The researcher has strictly
followed the research ethics, which he is supposed to follow, in the present research.
The confidentiality of the data furnished by the respondents is strictly followed by the
researcher. The privacy of the customers is also well maintained by the researcher.
3.10 Conclusion
The entire processes involved the methodology of research is well explained by the
researcher through the present chapter. The researcher also explains the strategies as
well as approaches adopted in the section. The justifications for each of the adopted
strtagey as well as approach are also well explained by the researcher. The aims as well

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as objectives of the study are also well accomplished with the assistance of the
methodologies of the research. The data related to the marketing of the organic
apparels in the Monsoon Accessorize, as well as the customer behaviour and factors
affecting the customer behaviour are well obtained from the customers approaching
the particular fashion house.

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CHAPTER 4
DATA ANALYSIS
4.1 Introduction
The present chapter deals with the collection of information required for the
completion of the research work, from the persons who are related to the study. The
data which is essential for the completion of the present study is acquired from both the
staffs as well as the customers of the shop, Monsoon Accessorize, which is a prominent
fashion house in the United Kingdom. The customers are much focused for the
compilation of the data, rather than the staffs. This is because the objectives of the
present work, are well accomplished from the answers given by the customers of the
shop. Around 20 customers were selected for the survey of analysis and this selection
was purely on a random basis. They were given a well planned questionnaire containing
17 questions. The answers as well as opinions given by the consumers were gathered
and compiled, and through this, the objectives of the present study were well
accomplished by the researcher.
4.2 Analysis of the data collected from the respondents
The respondents were given the questionnaire which includes 17 queries, for which they
had to answer it and return back.
Q1) Tick your gender
The first question asked to the respondents was to reveal their gender. This was
important because this query helped to know who are more interested in shopping,
male or female. The answers for this particular query are shown in the diagram given
below:

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Gender
10
90
0
10
20
30
40
50
60
70
80
90
100
Male Female
Series1
(source: as created by the author in September 2012)
The above figure shows the gender of the customers who are more involved in the
processes of shopping. As expected, the percentage of the females was maximum and
this constituted around 90% of the total percentage of the customers. Obviously, the
remaining 10% is constituted by the male. The percentage is reasonable as this shop
provides products which are mainly aimed at the women as well as children.
Q2) Kindly mention your age group
This was also an important question when the aim of the research was considered. The
researcher included the particular question so as to have an idea regarding the age
group, which is more fascinated by the variety of the products which are available in the
shop. The responses shown by the respondents are clearly illustrated in the diagram
given below:

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80
20
0
10
20
30
40
50
60
70
80
20-55 55-70
AGE GROUP
20-55
55-70
(Source: as created by the author in September 2012)
From the above given diagram, it is clearly understood that the majority of the
customers who approach for the purpose of their shopping lies in the range of agr group
20-55 years of age. The percentage constituted by the age group of 55-70 years of age is
just 20%. This shows that the majority of the shopping from Monsoon Accesorize is
performed by the youngsters as well as middle aged individuals, rather than the old
ones.
Q3) How would you remark about the variety of the products (organic apparels) which
are available in the shop?
This question was put forward by the researcher so as to have an idea regarding the
views as well as the perceptions of the customers about the variety of the products
(organic apparels) which are made available to them in the shop. The respondents gave
out different opinions in different ways and their responses are compiled together and
shown in a figure format which is given below:

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Satisfied with the variety of the
brands available
80%
15%
5%
Excellent
Satisfactory
Poor
The picture depicts the responses expressed by the customers who are subjected under
survey of analysis. Majority of them expressed that they are quite satisfied with the
provision of variety of brands which they get them in the shop. Around 80% of them had
an opinion that they are getting excellent variety of the brands in the shop. The
percentage of the respondents, who was just satisfied with the variety they are getting,
is just around 20%. The remaining 5% of the surveyed customers were totally against
the opinions put forward by the other 95% and they were not at all satisfied with the
variety of the brands which are available in the shop.
Q4) How do you rate the quality of the brands of organic apparels available in the
shop?
The surveyed respondents were asked to rate the quality of the brands which they get
in the Monsoon Accesorize. This was asked by the researcher to have knowledge on the
ideas as well as views of the individuals towards the excellence of the quality of the
brands provided in the shop. As expected, different responses were obtained for the

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asked query and the responses of the respondents are illustrated in the diagram given
below:
Quality of the brands available
70%
10%
20% Excellent
Satisfactory
Poor
From the diagram, it is well evident that all the customers had different perceptions
towards the availability of the quality as well as standard brands in the shop. Similar to
the responses obtained for the above query, majority of the respondents had a very
good opinion concerning the quality of the products which are provided in the shop. Out
of the total respondents, around 70% expressed the opinion that they get excellent
quality products from the shop. While, only satisfactory opinion was expressed by
around 10% of the total customers and the remaining 10% expressed a negative opinion
about the quality of the products.
Q5) Have you gone through the reviews about the shop before planning to purchase
from the shop?
This question was asked to the respondents by the researcher to know if the customers
are interested in planning purchase or unplanned purchase. Like the other queries,
different opinions were raised by the customers according to their perceptions and

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views as well. The responses of the customers for the particular query are compiled and
illustrated in the diagram given below:
Yes
No
No
response
70
20
10
0
10
20
30
40
50
60
70
Reviews about the shop
Yes
No
No response
The diagram gives a detailed picture of the different responses obtained from the
surveyed customers. From the graph, it is very much clear that majority of the
customers had gone through the reviews about the shop, before approaching the shop
for purchasing. 70% was constituted by such persons. But, a negative response was
expressed by 20% of the total percentage of the customers, while an expression of
neutrality was expressed by the remaining 10%.
Q6) Do you think that the products that you get here, match with your lifestyle?

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The following diagram illustrates the responses made by the surveyed customers in
response to the asked query. The concept of lifestyle belongs to the cultural aspects,
which in turn is a major factor which influences the purchasing behavior of the
customers. This question was aimed to the customers, so as to have an idea of the
influence of the cultural elements on their buying behavior.
Yes
No
No
response
40 40
20
0
5
10
15
20
25
30
35
40
Products matching with the
lifestyles?
Yes
No
No response
The responses put forward by the customers when asked about the matching of the
products with their lifestyles, are clearly illustrated in the above shown diagram. It is
obvious from the graph that the percentage of the customers who support the above
statement is same as that of the percentage of the customers who express a negative
opinion. The percentage of the customers who are in accordance with the fact that
these products perfectly tally with their lifestyles, is 40%. The other 40% of the

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customers who were subjected for the survey of analysis had an opinion that the
products did not go well along with their lifestyles. A neutral response was expressed by
the remaining 20% of the customers.
Q7) Do you think that these products are in accordance with your social status?
It is already discussed that the behavior of the customers is well decided by the social
aspects also. One of the most important social aspects would be the social status. Thus,
to know the extent of the impact that the social status could have on the purchasing
behavior of the customers, this specific question was raised by the researcher. This
query also had different opinions from the customers. These responses are shown in the
diagram format which is shown below:
Yes
No
No
response
70
20
10
0
10
20
30
40
50
60
70
Products match with your social status?
Yes
No
No response

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According to the data collected from the respondents and is shown in the graph, it is
clearly understood that majority of the customers who were asked this question had a
positive opinions regarding the statement. Around 70% is constituted by the person
who believed that the products were well matching with the social status of these
customers. Around 20% of the total customers were but, against this statement and
they denied that the products which are available in the shop did go well with their
social status. As usual, the remaining 10% of the total respondents had a neutral
opinion.
Q8) How would you rate the features of the shop, on a scale of 10?
This question was asked by the researcher to get an idea of what the customers think
about the features of the shop, in general. The scaling was given to the customers who
subjected for survey analysis, as three division. The different responses raised by the
respondents are depicted in the diagram given below:

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0 to 3
4 to 6
7 to 10
10
20
70
0
10
20
30
40
50
60
70
Rating of the shop
0 to 3 4 to 6
7 to 10
The customers were asked to rate the features of the shop, in general. They had to rate
the shop on a scale of 10, which were divided into three main portions. The three such
divided portions included 0 to 3, 4 to 6 and 7 to 10. Different ratings were done by the
customers according to their views as well as interests for the shop. The graph clearly
shows that around 70% of the customers who had participated in the analysis of survey,
had a very good opinion regarding the general features of the shop and they rated the
shop as ‘7 to 10’. Almost 20% of the customers rated the shop as ‘4 to 6’ which showed
that they have got medium interest in the shop. And the remaining 10% were not
satisfied with the features of the shop and the rating of just ‘0 to 3’ was given by these
10%.
Q9) Which feature of the shop appears to be the most striking feature for you?

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The respondents gave different responses for the asked query. Since all the respondents
had different perceptions, they all answered to this question according to their views
and tastes as well. The variant opinions made by the customers are given in the below
shown diagram
Variety of
brands
Quality of
brands
Stylish
products
30 30
40
0
5
10
15
20
25
30
35
40
Most striking feature of the shop
Variety of brands
Quality of brands
Stylish products
As indicated from the data shown in the above diagram, 40% of the total surveyed
customers had an opinion that the stylish products which are available in the shop
appear to be the most striking features of the shop. But, around 30% of them total
customers had opined that the quality of the brands appeared to be the most striking
features to them. The variety of the brands was considered to be the striking features of
the shop, by the remaining 30% of the total respondents.

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Q10) Do you prefer the purchase of organic apparels more than the clothes made of
conventional cotton?
In order to have an idea to what extent the organic apparels have influenced the
individuals, the researcher included the particular query in the questionnaire. The
responses shown by the customers are represented in the diagram given below:
Do you prefer organic apparels over the
other apparels?
80%
20%
Yes
No
The majority of the surveyed customers preferred the purchase of the organic clothes
over the others. The percentage of the customers who preferred to buy the organic
apparels, was around 80%, while only 20% preferred to purchase the clothes which are
manufactured from the conventional cotton.
Q11) How often do you purchase apparels from the shop?
This question was also included in the questionnaire by the researcher, in order to know
the frequency of purchase by each of the customers. Each of the customers had
different frequency for the purchase of different products from the shop. The different
responses given by the respondents when they were asked this question are clearly
depicted in the diagram that is shown below:

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Very
often
Often Rare
40
20
40
0
10
20
30
40
Frequency of the purchase of
apparels
Very often Often Rare
The above graph clearly explains the frequency of the purchase of the organic or
inorganic apparels, by the customers from the shop. It is very obvious from the graph
that nearly half of the total percentage of the customers was interested in the purchase
of the apparels very often, or too frequently and this constituted around 40% of the
total respondents. On contrary, the same percentage of the customers who were
subjected for the analysis of survey, purchased the apparels very rarely. The remaining
20% of the total customers managed to maintain a medium frequency for the purchase
of the apparels.
Q12) Do you get offers or discounts when you do a bulk purchase of organic apparels?
This question was put forward by the researcher, to get knowledge on the tactics or
policies adopted by the shop so as to attract more number of customers towards the
purchase of organic apparels. This also has created a variety of opinions from the side of

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the customers. The variety of responses obtained from the respondents are compiled
and illustrated in the diagram shown below:
NoResponse
No
Yes
S1
24
36
40
0
10
20
30
40
Do you get enough
discounts,offers etc
No Response
No
Yes
The responses obtained from the surveyed customers when they were asked about the
offers as well as discounts they get from the shop during the purchase of the organic
apparels, they came up with entirely different opinions. It is well clear from the graph
that nearly half of the customers (which constituted a percentage of around 40%), were
completely satisfied with the offers and discounts that they receive during the organic
apparel purchase. But, the opposite response was given by almost same percentage of
the surveyed customer and this constituted around 36%. They were not satisfied with
the offers, discounts etc offered by the shop during the purchase of the organic
apparels. But, the remaining 24% did not express any opinions for this particular query.
Q13) Are you satisfied with the service you get from the shop?

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This query was asked by the researcher to know if the customers are made content and
satisfied through the excellent service in the shop. The customers, according to their
perceptions and views, gave responses, which are compiled and represented in the
below shown diagram:
Satisfied with the services offered
80%
20%
Yes
No
The graph clearly states that majority of the customers who approach the shop for the
purpose of shopping are well satisfied with the services which are provided by the shop
to these customers. The percentage of such types of person is constituted by around
80%. But, the remaining 20% of the total respondents were not at all happy and content
with the services provided by the shop. They also had a suggestion that the quality of
the services offered, needs to be improved.
Q14) Do you like the approaches expressed by the staffs of the shop?

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This was also asked by the researcher with the same intension as he had while asking
the previous question. This was asked to know if the customers were satisfied with the
approaches from the staffs of the shop during the purchase. The diverse opinions given
by the respondents are clearly given in the below diagram.
Approaches by the staffs
70%
30%
Yes
No
As per the data seen in the diagram, almost 70% of the customers who were subjected
for the survey analysis were really happy and satisfied with the approaches exhibited by
the staffs of the shop. A negative response was produced by the remaining 30% of the
grand total number of the customers.
Q15) Are you bothered about the price of the organic products?

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Since the price is a most determining factor for most of the customers, a survey analysis
was done on it also, by the researcher. The diverse responses obtained from the
customers, when they were asked this question are gathered and shown in the diagram
given below:
Yes
No
No
response
50
40
10
0
5
10
15
20
25
30
35
40
45
50
Bothered about the price of the product
Yes
No
No response
From the graph, it is very obvious that the exact half of the total number of customers
were much bothered about the price of the products. They also considered this to be
one of the prominent factor which determines their purchasing behavior. At the same
time, 40% of the customers opined that they did not have much consideration about the
price of the product, during the purchase of these products. No response was obtained
from the remaining 10% of the customers.
Q16) Do you consider quality of the products while doing the purchase?

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The researcher also included this question, in order to have an idea of impact of the
concept of quality of products in the determination of the purchasing decision of these
customers. Diverse opinions were obtained for this question and these are clearly
shown in the graph given below:
Yes
No
No
response
40 40
20
0
5
10
15
20
25
30
35
40
Bothered about the quality of the
product?
Yes
No
No response
The graph shows the response of the customers regarding their perceptions about the
quality of the products while doing the purchase of these products. It is well understood
from the graph that around 40% considered quality of the products as one of the most
important factors which influenced their purchase. Surprisingly, the same percentage of
the customers told that they did not bother much about the quality of the products. If
they liked some products, they would buy those, without considering much about the

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quality of these products. The remaining 20% of the total surveyed customers did not
show any response.
Q17) Would you recommend the shop to others?
This was the last question included by the researcher in the questionnaire, to get an
idea of the impression about the shop in the minds of the customers. The responses got
from the customers are detailed in the graph shown below:
Would you recommend the shop
80%
20%
Yes
No
A positive response was put forward by around 80% of the respondents. This shows that
they are much satisfied with the every step taken by the shop in order to attract the
customers towards the purchase of products, especially the organic apparels. But, an
unsatisfied response was obtained from the rest 20% of the total respondents.
4.3 Conclusion

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The present chapter deals with the collection of data from the customers through
survey analysis using a well planned questionnaire which contained 17 questions. The
different responses obtained from the customers are shown in the format of diagrams
and from the responses, the researcher came up with a conclusion which is discussed in
the next chapter.

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CHAPTER 5
CONCLUSIONS AND RECOMMENDATIONS
5.1 Introduction
The present chapter deals with the discussion of the conclusion made by the researcher
based on the analysis of the data, obtained from the customers, in the previous chapter.
The primary data was the type of information collected for the study and this was
gathered from 20 customers of the Monsoon Accessorize, who were selected in
random. The aims of the present study which was raised in the first chapter are also
accomplished through the present chapter. The researcher also tries out to suggest
some recommendations which would be useful for the further research as well as the
betterment of the scenario of the shop, Monsoon Accessorize.
5.2 Objectives of the study
5.2.1 To perform a detailed study of the marketing of the organic apparels in
Monsoon Accessorize.
The researcher worked a lot to meet the first objective of the present research, which
was to study the marketing of the organic apparels or organic cloths, by taking the case
of Monsoon Accessorize, a reputed fashion house of the United Kingdom, as the case
study. Based on the analysis of data which were collected from the 20 randomly
selected customers of the Monsoon Accessorize, the researcher tries to meet the
objectives of the study.
From the analysis of data, it is understood that the majority of the customers are much
satisfied with the variety of the organic apparels which are available in the shop. The

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management of the Monsoon Accessorize, is much aware of the importance of the
provision of concept of variety among the organic apparels. They have tried to introduce
a variety of organic apparels, which resulted in the satisfaction of the customers. Thus,
the introduction of the variety of organic apparels, could be considered as the main
strategy to improvise the marketing of the organic fashion.
Another tactic used for the marketing of the organic apparels, by the management of
the Monsoon Accessorize, was the introduction of quality of the products which was
made available in the shop. The positive effect of this effort is well reflected on the
responses made by the customers. Most of them were much satisfied with the quality of
the organic apparels available in the shop.
The Monsoon Accessorize has also made efforts to introduce those products which
match with the cultural aspects as well as the social aspects of the customers who
approach the shop for the shopping. This could also be seen from the responses made
by the customers.
The shop is also strict in the maintenance of the perfect services and approaches of the
staffs towards the customers. This also has made the customers to have a good opinion
regarding the shop.
The provision of the stylish organic apparels as well as discounts, offers, etc, during the
purchase of these organic apparels, also have urged the customers to purchase such
organic apparels from the concerned shop.
Since some of the customers considered the quality as well as the price of the organic
products as the most influencing factors of the purchasing decision, the Monsoon
Accessorize, has taken much interest in the provision of quality products with less price
along with discount, coupons etc.

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5.2.2 To study the purchasing behavior of the customers of Monsoon Accessorize.
Since this is a shop which is mainly meant for the women as well as small children,
majority of the customers were ladies. The main age group of the customers was in the
range of 20-55 years of age, which clearly showed that the products available in the
shop are mainly for the youth as well as the middle aged.
Most of them were much happy and content with the variety as well as the quality of
the products which are available in the shop. Most of them have gone through the
review about the shop, and this infers that they consider the good review as one of the
elements which determine their purchase of the products.
They are also well satisfied with the features of the shop, as well as the provision of the
products which matches their lifestyles.
A majority of them was interested in the purchase of organic apparels rather than the
purchase of the inorganic apparels, which is made clear from the data.
Even though the shop provides discounts, offers, gift coupons etc, some of them were
not satisfied with those. But, they are satisfied with the approaches of the staffs as well
as the services offered by the shop.
From the data, it is made very clear that both the quality as well as the price of the
products highly determined their purchasing.
5.2.3 To suggest necessary recommendations
Based on the conclusions made by the researcher out of the data analysis, certain
recommendations have been suggested by the researcher.
• Provision of apparels for men: Since the apparels (either organic or inorganic)
available in the Monsoon Accessorize are mainly aimed at the women as well as

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the children, the number of the male customers are very less. It would be better
if apparels for men are also introduced in the shop.
• Provision of apparels for old aged: The less number of the old aged customers
shows that they are not satisfied with the organic apparels available in the shop.
Thus, it would be better if more number of organic apparels for old ones are
introduced in the shop.
• Provision of more discounts, offers etc: It would be better if more gift vouchers,
discounts, offers etc are provided to the customers, as some of them are not
happy with the current offers.
5.3 Future research on the topic
This research was carried out using quantitative method. However in the future a
further research with regards to this subject can be carried out with the help of
qualitative method or mixed method, thus deep knowledge can be gained. In order to
generalize organic fashion and consumer buying behaviour more than one stores need
to selected for research.
.
5.4 Conclusions
Through the present chapter, the researcher has succeeded in giving proper conclusions
which are made from the data obtained from the customers in the previous chapter.
The objectives of the study which are mentioned in the first chapter, are accomplished
through the present chapter. The researcher has also tried out to give certain useful
recommendations which would be beneficial for the betterment of the marketing of the
organic apparels in the Monsoon Accessorize.

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Get your 1st
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APPENDIX
Questionnaire
Q1) Tick your gender
Q2) Kindly mention your age group
Q3) How would you remark about the variety of the products (organic apparels) which
are available in the shop?
Q4) How do you rate the quality of the brands of organic apparels available in the shop?

Get your 1st
Q5) Have you gone through the reviews about the shop before planning to purchase
from the shop?
Q6) Do you think that the products that you get here, match with your lifestyle?
Q7) Do you think that these products are in accordance with your social status?
Q8) How would you rate the features of the shop, on a scale of 10?
Q9) Which feature of the shop appears to be the most striking feature for you?
Q10) Do you prefer the purchase of organic apparels more than the clothes made of
conventional cotton?
Q11) How often do you purchase apparels from the shop?
Q12) Do you get offers or discounts when you do a bulk purchase of organic apparels?
Q13) Are you satisfied with the service you get from the shop?
Q14) Do you like the approaches expressed by the staffs of the shop?
Q15) Are you bothered about the price of the organic products?
Q16) Do you consider quality of the products while doing the purchase?
Q17) Would you recommend the shop to others?

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