A STUDY OF CONSUMER PREFERENCE TOWARDS

BRANDED APPARELS IN LUDHIANA

Research Project Report

Submitted to the Punjab Agricultural University

in partial fulfillment of the requirements
for the degree of

MASTER OF BUSINESS ADMINISTRATION

in
MARKETING MANAGEMENT
(Minor subject: Economics)

By

MANMEET SINGH MONGA

(L-2010-BS-16-MBA)

Department of Business Management

College of Basic Sciences and Humanities
©PUNJAB AGRICULTURAL UNIVERSITY
LUDHIANA-141004

2012

i
 CERTIFICATE-I

This is to certify that the research project report entitled, “A study of consumer
preference towards branded apparels in Ludhiana” submitted for the degree of Master of
Business Administration, in the subject of Marketing Management (Minor subject: Economics)
of the Punjab Agricultural University, Ludhiana, is a bonafide research work carried out by
Manmeet Singh Monga (L-2010-BS-16-MBA) under my supervision and that no part of this
research project report has been submitted for any other degree.

The assistance and help received during the course of investigation have been fully
acknowledged.

(Dr. Pratibha Goyal)

Major Advisor
Associate Professor
Department of Business Management
College of Basic Sciences and Humanities
Punjab Agricultural University
Ludhiana – 141004

ii
 CERTIFICATE-II

This is to certify that the research project report entitled, “A study of consumer
preference towards branded apparels in Ludhiana” submitted by Manmeet Singh Monga (L-
2010-BS-16-MBA) to the Punjab Agricultural University, Ludhiana, in partial fulfillment of the
requirements for the degree of Master of Business Administration, in the subject of Marketing
Management (Minor subject: Economics) has been approved by external examiner along with
internal examiner after an oral examination on the same.

Internal Examiner External Examiner

(Dr. Sandeep Kapur)

Head of the Department

iii
 ACKNOWLEDGEMENT

The success of any project depends on the hard work and endeavor of not one but many,
and this project is no exception. Acknowledging any one in mere words is a very difficult
job. I would like to pay my sincere thanks to all those persons who helped me during this
research project work with their able guidance and invaluable advice. It give me great
pleasure in acknowledging the invaluable assistance extended to me by various
personalities in the successful completion of this project report..

I express my heartfelt gratitude to my Major Advisor, Dr. Pratibha Goyal,

Associate Professor, Department of Business Management, College of Basic Sciences and
Humanities, for her dexterous guidance, inspiration, sustained encouragement, keen
interest and precious time given to me during the course of research project and in
successful completion of the manuscript.

I express my deep appreciation to Dr. S.K. Saran, Associate Professor, Department

of Economics and Sociology for her expert guidance. I owe my thanks to Dr. Sandeep Kapur,
Professor-cum-Head, Department of Business Management and Dr. Mohit Gupta, Assistant
Professor, Department of Business Management for their valuable suggestions during the
preparation of this manuscript.

I also express my sincere appreciation to the faculty members of P.A.U who

provided me their timely support and information and also heartily thanks to my family and
respondent units of this study.

Words at my command are inadequate to convey my sincere regards and respect

to my loving parents and my family members for their deep affection, infinite
encouragement and untiring moral support. Special thanks to my friends for their ever
encouraging support, constant concern for my welfare and selfless sacrifices for my bright
future.

Dated: _______________
Place: Ludhiana (Manmeet Singh)

iv
Title of the Project Report : A study of consumer preference towards
branded apparels in Ludhiana.

Name of the Student and : Manmeet Singh Monga

Admission No. (L-2010-BS-16-MBA)

Major Subject : Marketing Management

Minor Subject : Economics
Name and Designation of : Dr. Pratibha Goyal
Major Advisor Associate Professor
Department of Business Management

Degree to be awarded : Master of Business Administration

Year of award of Degree : 2012

Total pages in Project Report : 43+ Annexure + Vita

Name of University : Punjab Agricultural University

Ludhiana

ABSTRACT

The research project ‘Consumer Preference towards Branded Apparels in

Ludhiana’ was undertaken with the objectives to study the profile of consumers who
prefer branded apparels and to know the factors which influence the consumers for
purchasing branded apparels. For meeting the objectives primary data was collected
from 200 consumers with the help of questionnaire. From the study it was found that
consumers are brand conscious now a days. To look more stylish they prefer branded
apparels and branded apparels also depict the status of a person. Due to more
durability, variety and quality and people prefer branded apparels.

Key Words: Preference, Profile, Influence, Apparels

_______________________ ____________________

Signature of Major Advisor Signature of the Student

v
 CONTENTS

______________________________________________________________________________

Chapter Topic Page

________________________________________________________________________

I. INTRODUCTION 1-10

II. REVIEW OF LITERATURE 11-13

III. RESEARCH METHODOLGY 14-17

IV. RESULTS AND DISCUSSION 18-34

V. SUMMARY 35-40

REFERENCES 41-43

ANNEXURE i-ii

VITA

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 LIST OF TABLES

Table No. Table Title Page No.

4.1 Age wise distribution of consumers of branded apparels 18

4.2 Education wise distribution of consumers of branded apparels 19

4.3 Distribution of consumers of branded apparels on the basis of income 19

4.4 Distribution of consumers of branded apparels on the basis of marital status 20

4.5 Distribution of respondents on the basis of ability to recall brands of apparel 20

4.6 Degree of preference towards various branded apparels 21

4.7 Distribution of respondents on the basis of perceived benefits of purchasing

branded apparels 21

4.8 Distribution of respondents on the basis of factors influencing preference 23

4.9 Distribution of respondents on the basis of indicators used by them while

purchasing branded apparels 24

4.10 Extent up to which various factors influence purchase of branded apparels 25

4.11 Consumer Preference towards different segments of branded apparels 26

4.12 Age wise extent up to which various factors influence purchase of branded apparels
27

4.13 Education wise extent up to which various factors influence purchase of branded
apparels 29

4.14 Family income wise extent up to which various factors influence purchase of
branded apparels 31

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CHAPTER-I

INTRODUCTION

1.1 Background

Indian textile industry is one of the leading textile industries in the world. Though was
predominantly unorganized industry even a few years back, but the scenario started changing
after the economic liberalization of Indian economy in 1991.The opening up of the economy gave
the much needed thrust to the Indian Textile industry, which has now successfully become one of
the largest in the world.

Indian textile industry largely depends upon the textile manufacturing and export. It plays a major
role in the economy of the country. India earns about 27 percent of its total foreign exchange
through textile exports. Further, the textile industry of India contributes nearly 14 percent of the
total industrial production of the country. It contributes about 3 percent to the GDP of the
country. Indian textile industry is the largest in the country in terms of employment generation. It
not only generates jobs in its own industry, but opens up scopes for the other ancillary sectors.
Indian textile industry currently generates employment to more than 35 million people.
(www.vogue.com)

Indian textile industry can be divided into several segments, some of which can be listed as
below:

 Cotton Textiles
 Silk Textiles
 Woolen Textiles
 Readymade Garments
 Hand crafted Textiles
 Jute and Coir

1.2 History of Indian Textile Industry

India has been well known for her textile goods since very ancient times. The traditional textile

industry of India was virtually decayed during the colonial regime. However, the modern textile

industry took birth in India in the early nineteenth century when the first textile mill in the

1
country was established at fort gloster near Calcutta in 1818. The cotton textile industry,

however, made its real beginning in Bombay, in 1850s. The first cotton textile mill of Bombay

was established in 1854 by a Parsi cotton merchant then engaged in overseas and internal trade.

Indeed, the vast majority of the early mills were the handiwork of Parsi merchants engaged in

yarn and cloth trade at home and Chinese and African markets. The first cotton mill in

Ahmadabad, which was eventually to emerge as a rival centre to Bombay, was established in

1861. The spread of the textile industry to Ahmadabad was largely due to the Gujarati trading

class. The cotton textile industry made rapid progress in the second half of the nineteenth century

and by the end of the century there were 178 cotton textile mills; but during the year 1900 the

cotton textile industry was in bad state due to the great famine and a number of mills of Bombay

and Ahmadabad were to be closed down for long periods. The two world wars and the Swadeshi

movement provided great stimulus to the Indian cotton textile industry. However, during the

period 1922 to 1937 the industry was in doldrums and during this period a number of the Bombay

mills changed hands. The Second World War, during which textile import from Japan completely

stopped, however, brought about an unprecedented growth of this industry. The number of mills

increased from 178 with 4.05 lakh looms in 1901 to 249 mills with 13.35 lakh looms in 1921 and

further to 396 mills with over 20 lakh looms in 1941. By 1945 there were 417 mills employing

5.10 lakh workers. The cotton textile industry is rightly described as a Swadeshi industry because

it was developed with indigenous entrepreneurship and capital and in the pre-independence era

the Swadeshi movement stimulated demand for Indian textile in the country. The partition of the

country at the time of independence affected the cotton textile industry also. The Indian union got

409 out of the 423 textiles mills of the undivided India. 14 mills and 22 per cent of the land under

cotton cultivation went to Pakistan. Some mills were closed down for some time. For a number of

years since independence, Indian mills had to import cotton from Pakistan and other countries.

After independence, the cotton textile industry made rapid strides under the Plans. Between 1951

2
and 1982 the total number of spindles doubled from 11 million to 22 million. It increased further

to well over 26 million by 1989-90. (www.ibef.org) At present India has the highest number of

looms- 1.8 million shuttle looms (at 45 per cent of global capacity) and 200,000 shuttle-less

looms (at 3 per cent of global capacity) and 3.9 million hand looms (at 85 per cent of global

capacity). In present era India has the second highest number of spindles in the world with 40

million spindles (at 23 percent of global capacity). (www.fibre2fashion.com)

1.3 Current Position of Textile Industry in India

 Indian Textile industry contributes 17 percent to the country’s export earnings.

 Fabric production rose to 60,996 million square meters in Financial Year 2011 from
52,665 million square meters in Financial Year 2007.
 Production of raw cotton grew to32.5 million bales in FY2011 from 28 million bales in
FY2007, while production of manmade fiber rose to 1281 million kg in FY2011 from
1139 million kg in FY 2007.
 Production of yarn grew to 6233 million kg in FY2011 from 5183 million kg in FY2007.
 India has the potential to increase its textile and apparel share in the world trade from the
current level of 4.5 percent to 8 percent and reach US 80 billion dollars by 2020.
 Exports of textile grew to USD 26.8 billion in FY2010 from USD 17.6 billion in FY
2006.India’s textile trade is dominated by exports with a CAGR of 6.3 percent during the
same period.(www.scribd.com)

1.4 Trend of Branded Apparels in Modern India

In today’s modern India more and more people are switching on to branded apparel than non-
branded ones. Increase in the income of consumers, increase in literacy level among consumers,
globalization, increase in purchasing power and consumer consciousness towards fashion are the
important factors which create demand for branded apparels in India. Liberty Shirts was the first
company to sell shirts under its brand name in India during 1950’s. Then there was no looking
back for the branded apparel market. Many national as well as international brands have
established themselves in Indian garment industry. Branded apparels captivated the market of
both menswear and women’s wear and slowly catching up in children wear segment.
(www.business.mapsofindia.com)
3
Media and promotions have been the sole reasons for the brand awareness and consciousness
among the Generation Y. This is the new trend that more and more young people are buying
clothes which are of a particular reputed brand. When they are out shopping in a chic shopping
mall they are sure to visit one of the big brands to buy a pair of jeans or a shirt from the shop.
Today the youth are eager to shell out a fortune to buy branded cloths. The common concept is
that the clothing brands provide high quality and great comfort. And hence more and more people
are becoming brand loyalist even though they have to give out quite a huge sum of money when
he is making his purchases. Most people tend to go and buy which are highly reputed and have a
brand value. By brand value people mean by the quality, the price and the style. Being brand
conscious is the new fashion mantra which has caught on like forest fire. The increased income
levels help the young people to buy from big clothing brands with much ease and comfort. It
came to light as from the findings of the survey of 2000 youngsters (13-21 years) to evaluate their
apparel purchasing power. Some of the key findings from the survey are: 35% of respondents
(with both parents working) spend as much as Rs 5000 per month on branded apparels. For them,
it is the brand and not the price that matters.

 20% of the total respondents spend approximately Rs 3500-4500 on buying branded

apparels
 60% of the respondents said that they have cluttered closets implying that they buy more
than they wear. For youngsters, branded clothes are a symbol of staying ahead among their
peers and means that they get their hands on latest ‘in-thing’ in the market whether they
really need it or not
 Cinema stars, Sportspersons and models are role model for Indian youngsters when it
comes to branded apparels. No surprises here too as youngsters are influenced by these
celebrities and go their way in emulating their screen idols.
 In terms of brand preference, Levis emerged the top favorite for the casual wear category
followed by Lee, Wrangler, Flying Machine and Pepe. Nike came on top with the top
branded footwear category followed by Adidas, Reebok.

1.5 Consumer Preferences relating to Apparel

Consumer preferences relating to apparel fall in to two categories namely those related to apparel
attribute and those related to store attribute. Apparel attributes include variety, its durability,
price, size available. Store attributes include the location of a store, its size and its service.
Apparel is an item of regular consumption, which enables consumers to develop stable
4
preferences. Enduring involvement reflects feelings experienced toward a product category that
are persistent over time and across different situations (Forsythe, 1994). When consumers become
involved with a product, they process product-related information more readily. This information
is processed deeply and is, therefore, retained for a longer duration. When consumers form an
attitude toward a product, they make evaluative associations between the product and its
attributes. Some of that attributes may be utilitarian such as durability or comfort -or hedonic
such as color, fashion, or styling. Preferences, which influence the selection of products, fall into
extrinsic criteria such as brand, label and price and intrinsic attributes such as style, design,
uniqueness, appearance, attractiveness fabrication, construction, durability, maintainability, etc
(Plumle, 2001). Consumers also associate higher merchandise quality with time/effort savings
and greater enjoyment (Broekhuizen et al, 2006). Retailers add value for producers and
consumers in many of ways, most of which are difficult for manufacturers to replace. These
include breaking the bulk into smaller retail quantities, providing an assortment of products so
that customers can achieve one-stop shopping, creating an inventory buffer between production
and consumption so that products are available when desired, and providing support services such
as display, demonstration, credit, delivery, assembly, repair, and return and warranty services.
The value addition made by retailers is considerably more in the case of high involvement goods
like garments. Low prices, a large and varied selection, fast delivery and the freedom to exchange
attract most customers regardless of the product type (Levin, 2003).

1.6 Impact of Globalization on Apparel Industry

Globalization has catalyzed the growth of apparel industry and the marketplace attractions have
driven the cultural attributes of consumers significantly across various consumer segment. Shifts
in the cultural values, consumer preferences, and purchase intentions towards designer products
are arguably the most critical issue faced by the marketing managers today. Many researchers
argue that increasing globalization is reducing the homogeneity of consumer behaviors within
countries, while increasing communalities across countries (Cleveland and Laroche, 2007). Most
firms manufacturing designer apparel are trying to bridge intercultural differences and building
cultural consonance across consumer segments on a variety of contexts that stimulates interest in
apparel. Customer centric market strategy developed on self-esteem attributes of consumer is
used by the firms to enhance purchase intentions towards apparel (Horowitz,2009).Powerful
market stimulants such as fashion shows on television, fashion advertisements, in-store displays,
and fashion events in the urban shopping malls have influenced the transnational
cosmopolitanism among consumers. Such interactive marketing strategies of fashion apparel have
5
shown convergence of traditional and modern values and lifestyle to develop a homogeneous
global consumer culture. The conventional method of using societal icons as the cultural drivers
have now been replaced by global fashion players with flagship brands as a basis for product
position and market segmentation. It is found that multi-channel systems of brand building and
differentiation influence the consumers towards fashion apparel and need is created at local levels
supportive of, and constituted by, cultural industries. The Italian city of Milan shows how the city
has became a destination brand, where different various channels are being negotiated and
integrate service fashion and design branding strategies (Jason and Power, 2010).Globalization
and increasing competition, and short product life cycles in fashion retailing cultivate asymmetric
consumer behavior and pose a number of marketing challenges for retail firms in Mexico. In
order to survive in this industry, it is vital for manufacturers and retailers to develop and leverage
core marketing capabilities. This study examines the effectiveness of different fashion marketing
strategies and analysis of the consumer behavior in a cross-section of demographic settings in
reference to fashion apparel retailing. This paper also discusses the marketing competencies of
fashion apparel brands and retailers in reference to brand image, promotions, and external-market
knowledge. The study examines the determinants of consumer behavior and their impact on
purchase intentions towards fashion apparel. Consumer market for fashion apparel has become
more diverse by designer brands, store brands, personalization, advertising, and ethnicity in the
global marketplace. If manufacturers and retailers of fashion apparel can identify the target
consumer preferences, they may be better able to attract and maintain their target consumer
group. However, little research has been conducted to investigate the factors influencing the
apparel shopping behaviors among Hispanic consumers. Thus, the purpose of the present study is
to investigate the attributes of shopping designer apparel among consumers in Mexico.

1.7 Shifts in Consumer Fashion Culture

Traditional clothing practice is often assimilated to the generic preferences of ethnic dressing.
Thus, modern fashion apparel market has emerged with the announcement that ethnic dressing
comes from the core of the traditional culture whose gorgeous fabrics have been face lifted as
convenience apparel within societal value and lifestyle (VALS) system. The fashion apparel has
built the image in the market by characterizing as sexually ardent designs for passionate male and
female shoppers (Narumi, 2000). It is argued that shifts in consumer culture provide a stimulus to
dynamic innovation in the arena of personal taste and consumption. Such dynamism in consumer
preferences is considered as part of an international cultural system and is driven by continuous

6
change in VALS. The consume values like functionality, fitness for purpose and efficiency
significantly contribute in driving cultural change and recognizing suitable fashion to strategically
fit with the lifestyles (Hartley and Montgomery, 2009). The growing technology led apparel
selling is one of the major stimulants for inducing change in fashion and consumer culture. The
three-dimensional Automatic Made-to-Measure scheme for apparel products, demonstrated
through computer simulation in large departmental stores and lifestyle centers play major role in
generation consumer arousal on the fashion apparel. Freeform design platform is adopted by the
apparel designers, manufacturers, and retailers to represent the complex geometry models of
apparel products. Apparel products are essentially designed with reference to human body
features, and thus share a common set of features as the human model. Therefore, the parametric
feature-based modeling enables the automatic generation of fitted garments on differing body
shapes. Consumers lean towards buying such apparel that are largely sold as designer apparel.
Apparel is often used for its symbolic value reflecting the personality and status of the user.
When the apparel holds a designer brand, it may be perceived as an ostentatious display of
wealth. Thus consumers are motivated by a desire to impress others with their ability to pay
particularity high prices for prestigious products (Solomon, 1983). Such personality dimensions
often play critical role in shifting the consumer culture towards brand led buying behavior of
utilitarian goods. The designer apparel brands are perceived by the consumers as prestigious
brands encompassing several physical and psychological values such as perceived conspicuous
value, perceived unique value, perceived social value, perceived hedonic value and perceived
quality value (Prendergast and Wong, 2003). Consumption patterns are largely governed by
social value of the product, which determines the purchasing intentions, consumer attitudes, or
perceptions on brand or advertising slogan.
The cultural change in buying apparel from low price brands to designer brands in emerging
markets has been institutionalized in a family environment. It has been observed that parental and
sibling influences decreased with age, whereas peer and media influences expanded with
increasing age. The television and celebrities also play a significant role in influencing
adolescents' clothing choices irrespective of gender categories. Among the most common two
forms of media that children largely use are magazines and television while, teens are influenced
by visual merchandising, hand on experience, and spotting the fashion apparel users (Seock and
Bailey, 2009). Shopping behavior of consumers is also influenced by the attributes of Social
Cognitive Theory that explains how variables such as self-regulation and self-efficacy direct the
spending behavior and determine consumer lifestyles. Product attributes influence consumer

7
perceptions of the personal relevance of a product or service to their ten needs and consumer
preferences for product attributes are significantly linked to their lifestyle. The lifestyle theory
suggests that the consumers’ perceived hedonic attributes and social identity factors determine the
shopping behavior of urban consumers. The shopping behavior of consumers is driven by the
social, economic and relations factors. The shopping ambiance, advertisements and retail
promotions develop pro shopping behavior. The social learning theory explains this phenomenon
as positive reinforcement and it occurs when a behavior (response) is followed by a favorable
stimulus (commonly seen as pleasant) that increases the frequency of that behavior.

1.8 Impact of Apparel Stores in Influencing Consumer

Departmental stores and Lifestyle Centers develop their apparel store brands to generate store
loyalty among consumers. The store brands are displayed in these stores alongside the designer
apparel brands. The changing dynamics of the fashion industry have forced retailers to aim at low
cost marketing strategies and flexibility in design, and improving speed of penetration in market
to gain competitive advantage. The concept of 'throw away' or fast fashion had emerged since
1990 in the global marketplace, which describes that fast fashion drifts from manufacturers to
retailers and consumers. The store brands have emerged rapidly in the fashion market considering
the fast growth of fashion (Bharadwaj and Fairhurst, 2010). Store fashion brands are designed and
developed considering consumer perceptions on the store image. The shopping satisfaction of
fashion apparel includes consumers’ perceptions of store attributes as well as subjective
evaluations of products purchased from the store by the consumers themselves or by their fellow
shoppers. Store brand impact is largely derived also through the word-of-mouth interaction.
However, response to the store brands appears to be more complex in nature than a simple
affective summary of the relative frequencies of positive and negative emotion during
consumption experiences (Torres et al, 2001).Another factor that affects the consumer decision
on store brands is the recognition of the role of store sales personnel in a retail environment. It
has been observed that effective sales people not only influence the shopping process but may
also influence the consumers to switch their store patronage. Consumers may abandon one store
brand to follow specific sales and service personnel to a new store brand (Terblanche and Bosh
off, 2005).The retail stores play major role in influencing consumers for both store and
manufacturer’s brands. Attitude toward promoted brands is characterized by positive store image,
smart shopper self-perception, need for affiliation, and money attitude regarding power-prestige
and anxiety. However, attitude of consumers towards store brands is determined by more positive

8
store image, price advantage, and range of products to exercise buying options, and loyalty and
trust related factors (Liu and Wang, 2008).
There is an increasing trend of carrying store brands in an apparel retailing segment with growing
importance in terms of market share. There are reports to the effect that the sales of store brands
account for about one-fifth of total volume sales in the United States (Sethuraman et al, 2003).
Manufacturers make available their brands in various stores, and as such they do not affect
loyalty to a particular store. Own brands in fashion and apparel on the contrary are believed to
possess the power to enhance loyalty in reference to the store they are associated with. The brand
name thus influences consumers’ overall quality perceptions of the product (Labeaga et al, 2007).
The success of the store-branded category depends, in analogy with brand extension theory, on
the perceived quality of the parent brand (i.e. the store) and the fit between the parent brand and
the sub-brand category. It is considered essential that the store image, associated with the parent
brand, somehow supports the store-branded product category and mitigates the perceived risk of
buying the category (Liljander et al, 2009). Some studies have observed that store brands drive a
positive relationship between customers' familiarity with and loyalty to the retailer's own brand,
and customers' loyalty to the retailer results from the competitive advantage of the store brand.
Although the purchase intentions of consumers towards store brands relate positively to higher
loyalty to the retailer, the scope of such relationship narrows down the consumer preferences due
to the degree of exclusivity of store brands within the customer's shopping basket (Martos- Partal
and Gonzalez-Benito, 2009). Often consumers realize that whenever the gap between store brands
and manufacturer brands on fashion apparel gets smaller with regard to quality, perceived value
and confidence, price ultimately becomes the only clearly distinguishing characteristic. Consumer
decision on buying fashion apparel is also governed by the price sensitivity factor to a large
extent. In this situation, retailers have the opportunity to use store brands in the process of
'branding' the store formula (Luijten and Reijnders, 2009). The store brands for fashion apparel in
a large number of markets have been favored by a set of factors that include actions by
manufacturers and distributors on price and differentiation, market competition at both a
manufacturer and a retailer level, and the economic-financial results of the latter for the product
categories in which they work with the store brands (Oubina et al, 2007).
1.9 Purchase Intentions of Today’s Consumer
The fashion apparel has short product life-span and is influenced largely by the celebrity
promotions, visual merchandizing, and store ambience. The multi-channel systems of brand
building and differentiation at regional and local levels supported by cultural forums in the local

9
markets drive the purchase intentions of consumers. Besides retail stores, fashion and design-
based industrial actors also contribute to creating images and myths that support consumers’
orientation towards buying fashion apparel (Jansson and Power, 2010). Purchase intentions of
consumers on fashion apparel are influenced by psychodynamics and social factors. Consumer
perceptions on buying fashion apparel are based on five factors that include perceptional
leadership and perceived role models in the society, matching attire status to employment and
workplace ambience, socialization with peers and people they like, self-esteem and fun, and
respectful treatment in the society (Stanforth, 2009).In recent past conscience among men and
women on a body of critical scholarship emerged globally that stimulated the feel of newness and
feminisms. Fashion magazines have become emblematic of feminism, a form of 'third-wave'
feminist engagement that revalues activities and interests traditionally associated with femininity,
such as knitting, fashion clothing, and make-up (Groeneveld, 2009). Fashion magazines are the
perfect medium to influence the fashion adaptation within the larger thesis of global-local effects.
These magazines along with television fashion shows influence consumers on the process of
fashion adaptation, which begins with product conceptualization and self-esteem in the society
(Tay, 2009). As women's purchase behavior is very different from men's, it is essential for
businesses that target female consumers to make a shift in marketing strategies and include
factors other than socio-cultural characteristics. Fashion-involved female consumers are
considered as the drivers and legitimists of the fashion adoption process (Belleau, et al, 2008)
Need For a Study:
In present era we live in fashionable and modern India. Everybody wants to look stylish in
modern India. Increase in purchasing power and literacy level among consumers makes them
easy to find out what is new in clothing and now consumers have the ability to purchase costly
branded apparels to look stylish. Now consumers give much preference to branded apparels as
compared to unbranded ones. So the need for study arises to find out what are the factors which
consumers think off while giving preference to branded apparels and which brands consumers
mostly prefer.
The following are the objectives of the present study:

1. To study the profile of consumers preferring branded apparels.

2. To study factors influencing preference for branded apparels.

10
CHAPTER II

REVIEW OF LITERATURE

A brief review of relevant literature is as follows:

Belleau and Nowlin (2001) found that buying pleasure of consumers to stand unique with fellow
consumers has also been a strong behavioral driver for designer apparel manufacturers. Fashion
apparel consumers have shown favorable attitude towards exotic fashion apparel products and
higher purchase intention. It has been observed that consumers leaning towards buying designer
apparel show higher cognitive motivations and a different shopping orientation from their
followers.

Torres et al (2001) response to the store brands appears to be more complex in nature than a
simple affective summary of the relative frequencies of positive and negative emotion during
consumption experiences.

Bianchi (2002) found that the relation between clothes and identity is perceived by the consumers
from the perspective of their values generated in various social interactions. Consumers get
involved in exhibiting fashion and lifestyle as an aesthetic way of presenting their personality.
Hence, clothing is often considered as an opportunity for communicating a new order of identity
of a person. In this process there are both cognitive and affective incentives that translate into
potential welfare gains for the consumer in a given social and work related environment.

Labeaga (2007) found that manufacturers make available their brands in various stores, and as
such they do not affect loyalty to a particular store. Own brands in fashion and apparel on the
contrary are believed to possess the power to enhance loyalty in reference to the store they are
associated with. The brand name thus influences consumers’ overall quality perceptions of the
product.

Oubina (2007) found that the store brands for fashion apparel in a large number of markets have
been favored by a set of factors that include actions by manufacturers and distributors on price
and differentiation, market competition at both a manufacturer and a retailer level, and the
economic-financial results of the latter for the product categories in which they work with the
store brands.

11
Liu and Wang (2008) attitude of consumers towards store brands is determined by more positive
store image, price advantage, range of products to exercise buying options, and loyalty and trust
related factors.

Pinheiro (2008) found that one of the principal drivers of consumer behavior towards fashion
apparel is the dominance of social interactions. The involvement of consumers in fashion
products depends not only on their own perceptions but also on peers’ response to their
personality and change proneness.

Seock and Bailey (2009) found that the cultural change in buying apparel from low price brands
to designer brands in emerging markets has been institutionalized in a family environment. It
has been observed that parental and sibling influences decreased with age, whereas peer and
media influences expanded with increasing age. The television and celebrities also play a
significant role in influencing adolescents’ clothing choices irrespective of gender categories.
Among the most common two forms of media that children largely use were magazines and
television while, teens primarily influenced by visual merchandising.

`Tay (2009) found that fashion magazines are the perfect medium to influence the fashion
adaptation within the larger thesis of global-local effects. These magazines along with television
fashion shows influence consumers on the process of fashion adaptation, which begins with
product conceptualization and self-esteem in the society.

Groeneveld (2009) found that in recent past conscience among men and women on a body of
critical scholarship emerged globally that stimulated the feel of newness and feminisms. Fashion
magazines have become emblematic of feminism, a form of 'third-wave' feminist engagement that
revalues activities and interests traditionally associated with femininity, such as knitting, fashion
clothing, and make-up.

Reijnders (2009) found that consumer decision on buying fashion apparel is also governed by the
price sensitivity factor to a large extent. In this situation, retailers have the opportunity to use
store brands in the process of 'branding' the store formula.

12
Liljander et al (2009). It is considered essential that the store image, associated with the parent
brand, somehow supports the store-branded product category and mitigates the perceived risk of
buying the category.

Stanforth (2009) found that consumer perceptions on buying fashion apparel are based on five
factors that include perceptional leadership and perceived role models in the society, matching
attire status to employment and workplace ambience, socialization with peers and people they
like, self-esteem and fun, and respectful treatment in the society (Stanforth,2009).

Rucker and Galinsky (2009) found that Consumer experience with high socio-economic power
perceptions creates qualitatively distinct psychological motives towards buying designer apparel
that develop unique consumption patterns.

Jansson and Power (2010) found that besides retail stores, fashion and design-based industrial
actors also contribute to creating images and myths that support consumers’ orientation towards
buying fashion apparel.

Pentecost and Andrews (2010) found that the younger generation in the present context has
higher purchase frequency and impulse buying as compared with other cohorts in the society.

Conclusion: As given in all of the above reviews it was found that no research took place which
studied the recall capability of consumers towards brands of apparels and to know about benefits
of purchasing branded apparels. No study had took place which tells about which are the most
competing brands of apparels and which brands consumers mostly prefer. Hence this study was a
step to cover this gap.

13
CHAPTER III

RESEARCH METHODOLOGY

This chapter describes the methodology adopted for conducting the study. As it is clear from the
objectives, the study requires examining the following aspects studying the profile of consumers
preferring branded apparels and understanding the factors which influence the consumers for
purchasing branded apparels.

This chapter has been divided into following sections:

3.1 Research Design

3.2 Population

3.3 Sample Design

3.4 Methods of data collection

3.5 Data Analysis

3.6 Limitations of the study

These sections are discussed below

3.1. Research Design

The research design used was exploratory in nature. For meeting the first objective, open ended
questions were asked from the consumers. For meeting the second objective, close ended
questions were asked to know the factors which influence the consumers for purchasing branded
apparels.

3.2 Sampling Technique

For meeting the objectives, total 200 consumers who were aware of branded apparels were
chosen on the basis of their willingness to respond by visiting malls like Westend Mall, Ansal
Plaza and Flamz and by visiting apparel stores in Model Town, Sarabha Nagar and Ghumar
Mandi area of Ludhiana.

14
3.3 Data Collection
Primary data from the selected respondents was collected by interviewing the respondents with
the help of questionnaire. It included questions regarding the name of brands of apparels which
consumers can easily recall, benefits of purchasing branded apparels, indicators which consumers
use while purchasing branded apparels and who influence the consumers while they go for the
purchase of branded apparels. Thus before filling the questionnaire, the main objective of the
research was explained to the respondents.

3.4 Data Analysis Techniques

The data collected through the questionnaire were converted to master table which facilitated
tabulation of data in desired form. The collected data were then grouped into tables and analyzed
using various statistical tools like frequency distribution, mean scores, percentages, z test and
standard deviation to know the variations in the data.

Mean score was calculated for the questions asked on a 5-point scale. The scales ranged from
strongly agree to strongly disagree and the scores given were as follows:
1 – Strongly disagree
2 – Disagree
3 – Indifferent
4 – Agree
5 – Strongly agree

Mean scores were calculated for the analysis of questions in which five point likert scale was
used. Mean scores were calculated with the help of following formula:

Mean score = Σ Sn * Fn / N

Sn = Score

Fn = Frequency

N = Sample size

15
Formula for Standard Deviation

Where,

σ = Standard Deviation
n = Number of Observations

=Mean of the X values

X = Individual observation

Two mean Z-test was used to test the significance of difference between population mean at 5 %
level of significance. Z-value was calculated by following formula:

X 1 – X2

Z= S12 S2 2

N1 N2

If calculated value of z is greater than table value then it indicates that there is significant
difference between two sample means and if calculated value of z is lower than table value then it
indicates that there is no significant difference between the two sample means.

3.5 Limitations of the Study

Any study based on survey through questionnaire suffers from the basic limitation of the
possibility of difference between what is recorded and what is the truth no matter how carefully
the questionnaire has been designed and field investigation has been conducted. This is because
the respondents may not deliberately report their true perceptions and even if they want to do so,
there are bound to be differences owing to problems in filters of communication process. The
error has been tried to be minimized by conducting interviews personally yet there is no fool
proof way of obviating the possibility of error creeping in.

16
 In addition there are limitations regarding scope of validity of conclusions:
1. The sample size in relation to total size of population is small and findings may not
highlight the exact existing attitudes and preferences of consumers.
2. The results are based on data collected in Ludhiana City only, thus, they might not be true
for other areas.
3. Being an opinion survey, the personal bias of respondents might have entered into their
responses.
4. The duration of data collection is small and findings may be affected by seasonality or
other irregular factors.

17
CHAPTER-IV

RESULTS AND DISCUSSION

This chapter includes the analysis of primary data collected from the consumers to find out their
profile and to know the factors which influence the consumer preference for branded apparels.
This chapter is divided into two parts, first part deals with the analysis of consumer profile and
the second part deals with the study of factors which influence the consumers while purchasing
branded apparels.
The analysis of data collected from the consumers was done to understand the profile of
consumers because the factors like age, education, annual income and marital status greatly affect
the consumer preference towards branded apparels and then the profile of the consumers was
linked to various factors related to purchase of branded apparels.

Age:

Table 4.1 Age wise distribution of consumers of branded apparels

Age Frequency Percentage

20-25 79 39.50

25-30 67 33.50

30-35 29 14.50

Above 35 25 12.50

Total 200 100

Table 4.1 shows age wise distribution of respondents under the study. It was found that majority
(39.5 percent) of the respondents were from the age group of 20-25 years where as 33.5 percent
belonged to 25-35 years age group. Only 12.5 percent were of the age more than 35 years. This
shows that the consumers buying branded apparels belong mainly to the younger age group.

18
Education:

Table 4.2 Education wise distribution of consumers of branded apparels

Education Frequency Percentage

Senior Secondary or less 23 11.50

Undergraduate 72 36.00

Graduate 64 32.00

Post Graduate or more 41 20.50

Total 200 100

Table 4.2 shows educational qualification of respondents under the study. It was found that
majority (36 percent) of the respondents were undergraduate where as 32 percent were graduate.
Only 11.5 percent respondents were senior secondary or less than senior secondary educated.
This shows that college going undergraduates were mostly found in malls, apparel stores for
purchase of branded apparels. The least number of respondents having educational qualification
of Senior Secondary or less were less aware about branded apparels.

Income:

Table 4.3 Distribution of consumers of branded apparels on the basis of income

Family Income (Rs / annum) Frequency Percentage

Less than 100000 5 2.50

100000-200000 27 13.50

200000-300000 43 21.50

300000 and above 125 62.50

Total 200 100

Table 4.3 shows income level of respondents under the study. It was found that majority (62.50
percent) of the respondents were from the income group of more than Rs 300,000 where as 21.50
19
percent have a income level between Rs 200,000- Rs 300,000. Only 2.50 percent have a income
level of less than Rs 100,000.This shows that branded apparels are purchased mostly by the
consumers with higher family income.

Marital Status:

Table 4.4 Distribution of consumers of branded apparels on the basis of marital status

Marital Status Frequency Percentage

Married 100 50

Unmarried 100 50

Total 200 100

Table 4.4 shows that 50 percent of the respondents were married and 50 percent were unmarried.

Consumers Ability to recall brands of apparels:

Table 4.5 Distribution of respondents on the basis of ability to recall brands of apparels

Recall a brand or not Frequency Percentage

Yes 200 100

No 0 0

Total 200 100

From table 4.5 it was found that all the respondents could recall the names of branded apparels
and respondents could easily recall more than five brands of apparels. The brands of apparels
which could be recalled by almost all the respondents were Nike, Adidas, Levis, Spykar, Lee,
Puma, Raymond, US Polo, Pepe Jeans, Duke and Tommy Hilfiger. After that brand like UCB,
Fila, Wrangler, Octave, Sisley, Madame, Monte Carlo, Koutons are easily recalled by
respondents. The least recalled brands were Gant, Mayur, Diesel, CK, Cotton County, Blackberry
and Arrow

20
Preference towards branded apparels:

Table 4.6 Degree of preference towards various branded apparels

Degree of Preference Brand Names

Mostly Preferred Levis, Lee, Nike, Adidas, Puma

Moderately Preferred Duke, Pepe Jeans, Tommy Hilfiger, Raymond,

Priknit, Spykar

Least Preferred Koutons, Madame, Octave, Wrangler

Not Preferred Diesel, CK, Cotton County

In Table 4.6 the respondents were asked to mention the brands of apparels ranging from mostly
preferred to not prefer. On the basis of their responses it was found that mostly preferred brands
were Levis, Lee, Nike, Adidas and Puma. Brands like Levis, Nike and Adidas were preferred
because they are international brands with good brand loyalty among consumers. The moderately
preferred brands were Duke, Pepe Jeans, Tommy Hilfiger, Priknit, Spykar and Raymond. Duke
was moderately preferred because of less brand loyalty among consumers as compare to brands
like Nike, Adidas, Lee and Levis. Least preferred brands were Koutons, Madame, Octave and
Wrangler. Most of the consumers not preferred brands like Diesel, CK and Cotton County
because of their less brand image in the market. Most of the consumers perceived that apparels of
Diesel and Cotton County were less stylish as compare to apparels of brands like Levis, Nike and
Duke

21
Table 4.7 Distribution of respondents on the basis of perceived benefits of purchasing
branded apparels

Benefits of branded apparels Frequency Percentage

More in Variety 98 17.25

Quality wise good 164 28.88

Nice Fitting 68 11.97

Show status symbol 126 22.18

More Comfortable 112 19.72

Total 568 100

In above table 4.7 respondents were asked about the benefits of purchasing branded apparels. In
this question the respondents had given multiple answers. It was found that majority (28.88
percent) purchased branded apparels because the branded apparels were quality wise good
whereas (22.18 percent) of respondents purchase branded apparels because according to them the
benefit of purchasing branded apparels was that they show the status of the person. (19.72
percent) respondents feel that the branded apparels were more comfortable. (17.25 percent) of the
respondents believed that branded apparels came in more variety that was the main reason they
purchase branded apparels because it was easy for them to find out branded apparels according to
their taste and preference. According to (11.97 percent) of the respondents branded apparels have
a nice fitting that’s why they like to prefer branded apparels. So to conclude good quality of
branded apparels and branded apparels show the status symbol of a person were the main benefits
perceived by the consumers of branded apparels. Comfortableness of branded apparels was also
the benefit of purchasing branded apparels.

22
Table 4.8 Distribution of respondents on the basis of factors influencing preference

Influencing Factors Frequency Percentage

Family 39 19.50

Friends 57 28.50

Co-Workers 29 14.50

Brand Itself 69 34.50

Others, if any 6 3.00

Total 200 100

From above table 4.8 it was found that majority (34.50 percent) respondents were influenced by
the brand itself whereas (28.50 percent) were influenced by friends. (19.50 percent) of the
respondents were influenced by their family members while preferring branded apparels. (14.50
percent) of the respondents were influenced by their co-workers and they prefer the brands of
apparels same as the brands preferred by their co-workers. Only (3.00 percent) were influenced
by others. Others, if any include the respondents itself who were not influenced by his friends,
family, co-workers and brand itself. This shows that brand name itself plays an important role in
influencing consumers while going for the purchase of branded apparels. Friends also played an
important role in influencing the consumers of branded apparels and in the study it was found that
respondents between the age group of 20-30 years were more influenced by their friends and try
to dress and even purchase the apparels same as their friends.

23
Table 4.9 Distribution of respondents on the basis of indicators used by them while
purchasing branded apparels

Indicators For Purchase Frequency Percentage

Price 52 26.00

Variety 49 24.50

Brand Value 53 26.50

Uniqueness of Brand 46 23.00

Others, if any 0 0

Total 200 100

From above table 4.9 it was found that majority (26.50 percent) respondents used brand value as
an indicator while purchasing branded apparels whereas (26.00 percent) used price as an
indicator. (24.50 percent) of respondents purchased branded apparels because of their huge
variety available in the market. (23 percent) consumers of branded apparels purchase those brands
of apparels which were unique and brands which have created a point of difference from other
brands. This shows that for the respondents value of the brand plays an important role while
purchasing branded apparels followed by price of apparels. Huge variety of branded apparels was
also an important reason for the consumers for purchasing branded apparels. Consumers prefer
those brands of apparels which have distinct styles, design from other brands of apparels.
Consumers like those brands which offered them something unique and which helps them to look
something different from others.

24
Table 4.10 Extent up to which various factors influence purchase of branded apparels

Sr. No. Statements related to different factors Mean Score Std. Deviation

1 Newspaper and magazines as a source of 2.720 0.946

influence

2 New styles appear in the market, I am the 3.965 1.024

first to buy them

3 I go for purchase because I get bored with 3.290 1.132

wearing same type of clothes

4 I preferred to purchase the apparels which 3.475 1.097

are worn by the celebrities.

5 I try to dress and even purchase apparels 2.840 1.240

same as my friends.

6 I have a long term plan for purchasing 2.740 1.170

branded apparels.

From above table it was found that in first statement the mean score (2.72) was near the neutral
point (3) of scale. This shows that respondents were neither agree nor disagree with the statement
that newspaper and magazines were a source of influence for consumers for purchasing branded
apparels and the deviation (0.946) between the responses of the respondents was also less in case
of statement number 1. According to statement number 2 the mean score (3.965) was very much
close to agree point of scale which shows that respondents go for purchase of branded apparels
when new style arrives in the market but in this statement deviation (1.024) between the
responses was more as compare to statement number 1. For statement number 3 the mean score
was (3.29) so the respondents were above the neutral point regarding the statement I go for
purchase because I get bored with wearing same type of clothes and deviation (1.132) between
responses was also more in statement number 3. In statement number 4 the mean score (3.475)
was between the neutral and agree point and deviation was more as compare to statements
number 1 and 2 but less than statement number 3. Statement 5 shows the mean score (2.84) near
about the neutral point but this statement had a lot of deviation (1.24) in responses as compare to
other statements.

25
Table 4.11 Consumer preference towards different segments of branded apparels

Segments Brands Name

Corporate Raymond, Reid and Taylor, Blackberry, Arrow, Westside

Casual Duke, Spykar, Levis, Lee, Pepe Jeans, Priknit

Sports Nike, Adidas, Reebok, Puma and Woodland.

In above table 4.11 corporate stand for formal, casual for daily routine and informal. The above
table shows that in case of formal or corporate the most preferable brands for consumers were
Raymond, Reid and Taylor, Blackberry, Arrow and Westside. Consumers preferred Raymond,
Reid and Taylor because of their good brand equity and due to excessive advertisement done by
the company in magazines and television. For casual the most preferred brands were Duke, Puma,
Spykar, Levis, Lee, Pepe Jeans, Priknit and but international brands like Pepe Jeans, Levis were
in more demand as compare to national brands like Duke, Priknit and in case of sports segment
the most preferable brands were Nike, Adidas, Reebok, Puma and Woodland. In sports segment
brands like Nike and Adidas created a strong brand loyalty among consumers. From study it was
also found that respondents within the age group of 20-30 years usually prefer to purchase the
brands of apparels which lie in casual and sports segment and respondents above 30 years of age
usually purchase brands of apparels which come under corporate segment.

26
Table 4.12 Age wise extent up to which various factors influence purchase of branded
apparels
Age (Years)

Sr. No. Statements related to different 20-30 Above 30 Z value

factors
Mean Score Mean Score

I read newspaper and magazines to

know what is new in clothing
1 2.935 2.727 1.432

When new style appear in market, I

am first to buy them
2 3.960 3.410 5.41*

I go for purchase because I get bored

with wearing same type of clothes
3 3.928 2.150 7.6*

I have a long term plan for

purchasing expensive branded
4 apparels 2.060 3.960 0.16

I preferred to purchase the apparels

which are worn by the celebrities
5 3.670 1.740 8.5*

I try to dress and even purchase

apparels same as my friends
6 3.860 2.410 4.16*

*Significant at 5% level of significance Z table value at (5 %) =1.96

Table number 4.12 shows that in statement number 1 the mean score of respondents between the
age group of 20-30 years was 2.935 which was near the neutral point (3) of scale and same was
the case with respondents above 30 years of age having a mean score of 2.727 they were also near
the neutral point of scale regarding this statement. Z value (1.432) which was below the
significant level shows that there was no significant difference in the opinion of the respondents
with age group 20-30 years and respondents above 30 years of age. In statement number 2 the
mean score of respondents with age group between 20-30 years was 3.96 which was near the
agree point of scale so it was found that respondents between the age group of 20-30 years often
go for purchase when new styles appear in the market. But respondents above 30 years of age
27
were near the neutral point of scale regarding this statement. They were neither agreed nor
disagree with this statement. Although there was not a significant difference in the means of the
respondents between age group of 20-30 years and above 30 years but Z value greater than
significance level shows that there was a significant difference in the opinion of respondents
between 20-30 years of age and above 30 years of age. From statement number 3 it was found
that respondents with age group between 20-30 years were near the agreed point of scale
regarding the statement that I go for purchase because I get bored with wearing same type of
apparels having a mean score of 3.928. But due to maturity level of respondents having age group
of above 30 years they were near the disagree point of scale regarding the statement number six. z
value greater than significance level also shows that there was a significant difference in the
opinion between the respondents below 30 years of age and respondents above the 30 years of
age. From statement number 4 it was found that respondents within the age group of 20-30 years
were disagree with the statement that I have a long term plan for purchasing expensive branded
apparels with a mean score of 2.06 but respondents above age group of 30 years were near the
agreed point of scale regarding this same statement. They thought about the durability factor
before purchasing branded apparels. Even though there was a difference between the means of
these two variables but z value less than significant level depicts that there was no significant
difference in the opinion of the respondents lying between age group of 20-30 years and above 30
years of age respondents. Mean score (3.27) of respondents between age group of 20-30 years
shows that these respondents prefer to purchase the apparels which are worn by the celebrities but
respondents of above 30 years age were below the disagree point of scale regarding this statement
having a mean score of (1.74) . Respondents above 30 years of age were less attracted by the
celebrities dressing sense. Z value is above the level of significance so there was a significant
difference in opinion between the below 30 and above 30 years age group respondents. In last
statement (six) it was found that respondents which were in the age group of 20-30 years were
more influenced by their friends and they try to dress and even purchase apparels same as their
friends and there mean score (3.86) was near the agree point of scale but respondents with the age
group of 30 years were between the disagree and neutral point of scale regarding this statement
with mean score of 2.41. Z value was greater than significance level so there was a significant
difference in the opinion between the respondents of age group between 20-30 years and above
30 years of age regarding the statement that I try to dress and even purchase the apparels same as
my friends.

28
Table 4.13 Education wise extent up to which various factors influence purchase of branded
apparels
Education

Sr. No. Statements related to different Below Above Z value

factors Graduate Graduate

Mean Score Mean Score

1 I read newspaper and magazines to

know what is new in clothing
2.94 3.02 1.85

2 When new style appear in market, I am

first to buy them
3.42 3.35 1.98*

3 I go for purchase because I get bored

with wearing same type of clothes
3.90 3.72 4.72*

4 I have a long term plan for purchasing

branded apparels
2.64 3.70 6.37*

5 I preferred to purchase the apparels

which are worn by the celebrities
4.48 2.44 22.93*

6 I try to dress and even purchase

apparels same as my friends
4.46 2.23 12.81*

*Significant at 5% level of significance. Z table value at (5 %) =1.96

Table number 4.13 shows that in statement number 1, respondents below graduate were near the
neutral point (3) of scale regarding the statement I read newspaper and magazines to know what
is new in clothing with mean score of 2.94. These respondents generally know about new in
clothing from their friends because statement number 6 which was related to influence of friends
on the respondents while purchasing branded apparel shows a mean score of 4.46 which was
above the agree point (4) of scale. And respondents above graduate level were near the neutral
point of scale regarding the statement 1 with mean score of 3.02. Z value (1.85) which was below
the significant level shows that there was not a significant difference in opinion between the

29
respondents below graduate and respondents above graduate regarding statement number 1. In
statement number 2 the mean score (3.42) of below graduates was more than mean score (3.35) of
above graduates which shows that below graduates were more concerned with new styles of
apparels as compare to above graduates. Z value (1.98) above significant level depicts that there
was significant difference in the opinion between the below graduate and above graduate
respondents. In statement number 3 the mean score (3.90) was near the agree point (4) of scale.
So below graduates often go for purchase of branded apparels when they get bored with wearing
same type of apparels. Z value (4.72) above significant level shows that although the mean score
of below graduates and above graduates were near to each other but there was a significant
difference between their opinions. Statement number 4 shows that for consumers below graduate
level durability was not so much important factor because there mean score (2.64) was between
disagree and neutral point of scale but for respondents above graduate level the mean score was
3.70 which was near the agree point (4) of scale so to conclude for them (above graduate
respondents) durability was an important factor for purchasing branded apparels. Z value (6.37)
above significant level shows that there was significant difference in the opinion between the
respondents with below graduate level and respondents with above graduate level. The mean
score of statement number 5 is 4.48 which depict that for below graduate respondent’s celebrities
play an important role in purchasing apparels but above graduate respondents were not agree with
this statement (5) they do not prefer to purchase the apparels which are worn by the celebrities
having a mean score of 2.44. Z value above significant level shows that there was significant
difference in the opinion between below graduate and above graduate respondents regarding the
statement that I preferred to purchase the apparels which are worn by the celebrities. In last
statement, the mean score of below graduate respondents was 4.46 from which it was found that
these respondents try to dress and even purchase apparels same as their friends. But above
graduate respondents were near the disagree point (2) of scale having a mean score of 2.23. Z
value greater than significance level shows that there was a significant difference in the opinion
between below graduate and above graduate respondents regarding the statement I try to dress
and even purchase apparels same as my friends.

30
Table 4.14 Family income wise extent up to which various factors influence purchase of
branded apparels
Family Income in Rs.

Sr. No. Statements related to different Less than 3 Above than Z

factors lakh 3lakh value

Mean Score Mean Score

1 I read newspaper and magazines to

know what is new in clothing
2.50 3.04 5.14*

2 When new style appear in market, I am

first to buy them
2.39 3.76 12.13*

3 I go for purchase because I get bored

with wearing same type of clothes
2.57 4.02 14.15*

4 I have a long term plan for purchasing

branded apparels
3.90 2.51 1.08

5 I preferred to purchase the apparels

which are worn by the celebrities
2.25 3.79 14.95*

6 I try to dress and even purchase

apparels same as my friends
3.26 2.90 3.42*

*Significant level at 5% level of significance Z table value at (5 %) =1.96

Table 4.14 shows that in statement first the mean score of respondents with the family income
less than 3 lakh is 2.50 which depict that for these respondents’ newspaper and magazine was not
an important source to know what is new in clothing. There opinion was between the disagree
and neutral point of scale but the respondents with the family income of above 3 lakh were near
the neutral point of scale with mean score of 3.04. Z value (5.14) was above the significant level
(1.96) so there was a significant difference in mean score between respondents with the family
income of less than 3 lakh and respondents with family income of above 3 lakh. In statement
number 2, the mean score of respondents with the family income less than 3 lakh was (2.39)

31
which shows that they were near the disagree point of scale regarding the statement that when
new style appear in the market, I am the first to buy them. But respondents with family income of
above 3 lakh often go for purchase of branded apparels when new style appear in the market
because of more purchasing power of these respondents they often visits the apparel stores for
purchasing apparels when new style and trends of apparels arrive in the market. Z value (12.13)
was more than significance level so there was significant difference in the opinion between
respondents with age group of less than 3 lakh and above 3 lakh regarding the statement when
new style appear in market, I am first to buy them. From statement number 3 we conclude that the
mean score (2.57) of respondents with the family income of less than 3 lakh was between the
disagree and neutral point of scale which shows that they do not often go for purchase when they
get bored with wearing same type of apparels but respondents with income level of 3 lakh were
agree with the statement that when they get bored with wearing same type of apparels, they go for
purchase. From above lines we can also conclude that income of the respondents plays a very
important role while purchasing branded apparels. Z value (14.15) which is more than value of
significance shows that there was a significant difference in the opinion of the respondents within
the income level of less than 3 lakh and above 3 lakh. In statement number 4 the mean score of
respondents with the family income level of less than 3 lakh is 3.90 which shows that these
respondents were near the agree point of scale regarding the statement that they have a long term
plan for purchasing branded apparels. But respondents with the income level of above 3 lakh
were neither disagree nor at neutral point of scale. Due to high purchasing power these
respondents (income level above 3 lakh) thought more of styles, new trends instead of durability
of the apparels. Z value (1.08) which is less than significance level shows that there was no
significant difference in the opinions between respondents with the family income of less than 3
lakh and respondents with family income of above 3 lakh. Statement number 5 shows mean score
(2.25) of respondents with the income level of less than 3 lakh from this it was found that these
respondents were near the disagree point of scale regarding the statement that I preferred to
purchase the apparels which are worn by celebrities and respondents with the family income of
above 3 lakh were near the agree point of scale regarding this statement with mean score of 3.79.
Z value (14.95) was above the significant level. From this we can conclude that there was a
significant difference in opinion between the respondents having family income less than 3 lakh
and respondents having family income above 3 lakh regarding the statement. In statement number
6 respondents with the family income level between less than 3 lakh were above the neutral point
of scale regarding the statement that I try to dress and even purchase the apparels same as my

32
friends with mean score of 3.26 but respondents with the family income of above 3 lakh were
near the neutral point of scale having mean score of 2.90. Z value (3.42) is more than significant
level. So there difference in the opinions between respondents with income level of less than 3
lakh and respondents with family income above 3 lakh.

Discussion:
The respondents were able to recall more than 5 brands of apparels. In case of degree of
preference towards branded apparels the mostly preferred brands were Levis, Lee, Nike, Adidas
and Puma, moderately preferred brands were Duke, Pepe Jeans, Tommy Hilfiger and Raymond
and least preferred brands were Koutons, Octave and Wrangler. It was found that those brands
which have created a brand image among the consumers had a greater market share. Brand name
plays an important role in influencing the consumers.34.50 percent of respondents purchase
apparels on the basis of brand name and its image in the market. Brands like Levis, Lee, and
Adidas have created a brand image among the consumers that’s why these brands are mostly
preferred by the consumers. According to 22 percent of respondents the most perceived benefits
of purchasing branded apparels was that they depict the status symbol and 28.88 percent
respondents believed that branded apparels were quality wise good as compare to unbranded
apparels.
Friends play an important role in influencing the preference of respondents towards
branded apparels.28.50 percent of respondents were influenced by their friends while preferring
branded apparels. Mean score of 3.965 shows that Respondents go for purchase of apparels when
new styles appear in the market and mean score of 3.290 shows that respondents were above the
neutral point of scale regarding the statement that they often went for purchase of apparels when
they got bored with wearing same type of apparels. Celebrities also play an important role in
influencing the respondents. Respondents prefer to purchase the apparels which are worn by
celebrities. Mean score of 3.475 shows that respondents were near the agree point of scale
regarding the statement that I preferred to purchase the apparels which are worn by the
celebrities. Respondents with the age group of above 30 years had a long term plan for
purchasing branded apparels because there mean score 3.96 depicts that they were agree with the
statement. Mean score of 3.96 shows that respondents within the age group of 20-30 years went
for purchase when they got bored with wearing same type of apparels.
Below graduate level respondents thought more about design, style of apparels and
thought less about the durability of the apparels. Graduates try to dress and even purchase

33
apparels same as their friends. Respondents with a family income level of above 3 lakh were
more conscious about new styles of apparels as compare to respondents with family income of
less than 3 lakh. Respondents with income level of above 3 lakh were often gone for purchase
when they got bored with wearing same type of apparels. Respondents with income level of less
than 3 lakh thought more about the durability factor of branded apparels because they have a
mean score of 2.51which lies between disagree and neutral point of scale regarding the statement
that I have a long term plan for purchasing branded apparel while respondents with income level
of above 3 lakh thought more about designs, styles of branded apparels. Respondents with income
level of above 3 lakh preferred to purchase the apparels which are worn by celebrities because
there mean score 3.79 depicts that they were near the agreed point of scale. To, conclude
consumer profile which includes age, profession, marital status, education, and family income
plays a very important role in preference and purchase pattern of branded apparels.

34
CHAPTER-V

SUMMARY

In this chapter, a brief summary and conclusions of the study have been presented, so as to
understand the implications of the findings.

5.1 Summary
The study was conducted in Ludhiana city with the objectives to study the profile of consumers
preferring branded apparels and to study the factors influencing preference for branded
apparels.For meeting the objectives primary data were collected from the 200 respondents
selected on random basis. Various factors were analyzed which influence the consumers while
purchasing branded apparels.

5.2 Main Findings from the study

 Consumers were aware of branded apparels and easily recall the names of more
than 5 brands of apparels. 100 percent of the respondents recall the names of
more than 5 brands of apparels.
 The mostly preferred brands by the respondents were Levis, Lee, Nike, Adidas
and Puma because these brands have created a brand image in the market and 90
percent of the consumers were loyal towards these brands.
 The moderately preferred brands were Duke, Pepe and Tommy Hilfiger. Duke
was moderately preferred because of its local and national image.
 The least preferred brands by the respondents were Cotton County, Diesel,
Koutons and Octave because of less promotional activities done by these brand
owners.
 28.88 percent of the respondents felt that branded apparels were quality wise
good that’s why they prefer branded apparels
 22.17 percent of the respondents felt that branded apparels depicts the status
symbol of person.
 19.72 percent respondents felt that branded apparels were more comfortable
which the reason was for them, for purchasing branded apparels.

35
 According to (17.25 percent) respondents branded apparels came in more variety
that was the main reason for them to go for the purchase of branded apparels.
 According to 34.50 percent of respondents brand name of apparel was most
important for them while purchasing apparels.
 28.5 percent respondents felt that their friends play an important role in selecting
brands of apparels.
 According to 19.50 percent of the respondents they consult their brother and
sister before going for the purchase of branded apparels.
 Respondents who are employed were influenced by their co-workers and take the
valuable suggestions from their co-workers before going for a purchase of
branded apparels.
 Respondents were near the neutral point of scale regarding the statement I read
newspaper and magazines to know what is new in clothing having a mean score
of 2.720.
 Mean score of 3.965 depicts that respondents were agree with the statement that
when new style appear in the market, I am the first to buy them.
 Mean score of 3.290 shows that consumers were above the neutral point of scale
regarding the statement I go for purchase because I get bored with wearing same
type of apparels.
 Respondents were between the neutral and agree point of scale regarding the
statement that I preferred to purchase the apparels which are worn by the
celebrities.
 Respondents were near the neutral point of scale regarding the statement I try to
dress and even purchase apparels same as my friends with a mean score of 2.840.
 Mean score of 2.740 shows that respondents were near the neutral point of scale
regarding the statement I have a long term plan for purchasing branded apparels.
 In corporate or formal segment the most preferred brands were Raymond, Reid
and Taylor because of its excessive advertisement in print and digital media.
 In casual segment the most preferred brand were Levis, Lee, Spykar, Duke and
Pepe Jeans and Priknit.
 In sports segment brands like Nike, Adidas, Reebok, Puma and Woodland were
mostly preferred.

36
 Mean score of 3.96 shows that respondents within the age group of 20-30 years
were agreed with the statement when new style appear in the market , I am first
to buy them.
 Respondents above the age group of 30 years were between the neutral and agree
point of scale with mean score 3.4 regarding the statement When new style
appear in the market, I am first to buy them.
 Mean score of 3.928 depicts that respondents within the age group of 20-30 years
were agreed that they go for purchase when they get bored with wearing same
type of apparels.
 But mean score of 2.15 gave results that respondents above the age of 30 years
were disagree with the statement that they go for purchase when they get bored
with wearing same type of apparels.
 Youngsters with in the age group of 20-30 years were disagree with the statement
that they have a long term plan for purchasing branded apparels. These
respondents purchase branded apparels because of its more design, more styles
available.
 Respondents above age group of 30 years purchased branded apparels because
they were more durable. There mean score of 3.96 shows that they have a long
term plan for purchasing branded apparels.
 Youngsters preferred to purchase the apparels which are worn by the celebrities.
There mean score 3.62 depicts that they were near the agreed point of scale
regarding the statement I preferred to purchase the apparels which are worn by
the celebrities.
 Respondents above the age group of 30 years were disagreeing with the
statement with mean score of 1.74 that they preferred to purchase the apparels
which are worn by the celebrities
 Mean score of 3.86 shows that youngsters were more influenced by their friends
and they even try to dress and purchase apparels same as their friend.
 Respondents above the age group of 30 years was between disagree and neutral
point of scale regarding the statement they try to dress and even purchase
apparels same as their friends with the mean score of 2.41.

37
 Undergraduates were more aware about new styles and trends of apparels and
they were even the first to buy branded apparels when new style appears in the
market.
 Undergraduates often go for purchase when they got bored with wearing same
type of apparels. There mean score of 3.90 shows that they were agree with the
statement they went for purchase when they get bored with wearing same type of
apparels.
 Graduates and above graduates were agreed with the statement that they had a
long term plan for purchasing branded apparels with a mean score of 3.70.
 Undergraduates were more influenced by the celebrities and there mean score
4.48 shows that they preferred to purchase the apparels which are worn by the
celebrities.
 Graduates and above graduates were between disagree and neutral point of scale
with mean score of 2.44 regarding the statement that they preferred to purchase
the apparels which are worn by the celebrities.
 Below Graduates were agreed with the statement that they try to dress and even
purchase the apparels same as their friends with a mean score of 4.46.
 Graduates and above graduates were not influenced by their friends and there
mean score of 2.23 depicts that they were disagree with the statement that they
try to dress and even purchase apparels same as their friends.
 Respondents with family income of above 3 lakh were near the agree point of
scale with a mean score of 3.76 regarding the statement that when new style
appear in market, they were first to buy them.
 Due to less purchasing power respondents with family income of less than 3 lakh
were near the disagree point of scale regarding the statement when new style
appear in market, they were the first to buy them.
 Respondents with family income of above 3 lakh were agreed with the statement
that they go for purchase when they get bored with wearing same type of
apparels with a mean score of 4.02.
 Respondents with the family income of less than 3 lakh were between the
disagree and neutral point of scale with mean score of 2.57 regarding the
statement they went for purchase when they get bored with wearing same type of
apparels.
38
  Respondents below family income of 3 lakh were agreed with the statement that
they have a long term plan for purchasing branded apparels with a mean score of
3.90.
 Respondents above family income of 3 lakh were between the disagree and
neutral point of scale with mean score of 2.51 regarding the statement that they
have a long term plan for purchasing branded apparels.
 Respondents with family income of above 3 lakh were near the agreed point of
scale with mean score of 3.79 regarding the statement they preferred to purchase
the apparels which are worn by the celebrities.
 But respondents with family income of less than 3 lakh were disagree with the
statement that they preferred to purchase the apparels which are worn by the
celebrities with mean score of 2.25.
 Respondents with family income of less than 3 lakh were above the neutral point
of scale regarding the statement they try to dress and even purchase apparels
same as their friends with mean score of 3.26.
 Respondents with family income of above 3 lakh were near the neutral point of
scale regarding the statement they try to dress and even purchase apparels same
as their friends with mean score of 2.9.

5.3 Recommendations drawn from the study:

The study reveals that following recommendations have been projected from the study:
 Consumers are brand conscious now days. They purchase the apparels on the basis of
brand image and uniqueness of the brand. So companies may increase their market share
by creating point of difference from their competitors and developing a good brand image
in the minds of consumers.
 Consumers do not perceive newspaper and magazines as an important source to know
what is new in clothing but consumers may take the help of fashion magazines to know
what is new in clothing.
 The consumers are less loyal towards national brands of apparels as compare to
international brands so national brands have to improve the brand image among the
consumers of branded apparels.

39
  Due to increase in purchasing power of consumers, they spend great share of their
income on purchase of branded apparels and in coming years the market of branded
apparels will increase tremendously as a result branded apparels companies have to set
the strategies which keep the consumers loyal towards their brand so that consumers will
not switch off to other brands.
 Store attributes like friendly environment with the customers, speedy services, display of
apparels in stores according to consumer’s preference are the key attribute to create
loyalty among consumers, as a result apparel store can generate loyalty among consumers
by providing above attributes in their apparel store.

5.4 Scope for future research:

Present research can be extended to explore a number of issues. Few suggestions in this
regard have been listed below:
 Research can be conducted to know the competition between national and

international brands of apparels.

 Research can be conducted to know why consumers have more brand loyalty

towards international brands as compare to national brands.

 Research can be done for larger number of respondents.

40
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ANNEXURE

QUESTIONNAIRE

Survey on Consumer Preference towards Branded Apparels

NAME: ____________ AGE: ______ EDUCATION: ___________

PROFESSION: ____________ ANNUAL INCOME: _______ MARITAL STATUS: __________

1) Can you recall some national/ international brand names of apparels?

A) Yes
B) NO

If yes, then which brands of apparels you can easily recall:

1) ____________ 2) _________ 3) __________ 4) _____________

5) ____________ 6) __________ 7) __________ 8) _____________

2) What is the degree of preference of branded apparels among you?

Degree of Preference Brand Names

Mostly Preferred
Moderately Preferred
Least Preferred
Not Preferred

3) From the following segments which brands do you prefer according to classification
of preference given below?

Segments Mostly Preferred Moderately Least Preferred Not Preferred

Preferred

Ethnic

Corporate

Casual

Sports

All of these

i
 4) According to you, what are the benefits of purchasing branded apparels as compare
to unbranded apparels?

1) _____________________ 2) __________________ 3)
_______________________

4) ____________________ 5) ___________________ 6)
_______________________

5) Read the following statements and rate each according to the scale given below:

Scale 1 = Strongly Disagree Scale 2= Disagree Scale 3= Neither Agree

Scale4 = Agree Scale5 = Strongly Agree

5a) I read magazines and newspaper to find out what is new in clothing.

Scale 1 Scale 2  Scale 3 Scale4 Scale5

5b) when new styles appear in the market, I am one of the first to buy them.

Scale 1 Scale 2  Scale 3 Scale4 Scale5

5c) I go for purchase because I get bored with wearing the same type of clothes all the
time.

Scale 1 Scale 2  Scale 3 Scale4 Scale5

5d) I have a long term plan for purchasing expensive branded apparels.

Scale 1 Scale 2  Scale 3 Scale4 Scale5

5e) I preferred to purchase the apparels which are worn by the celebrities.

Scale 1 Scale 2  Scale 3 Scale4 Scale5

5f) I try to dress and even purchase the apparels same as my friends so that others will
know that I am part of the group

ii
 Scale 1 Scale 2  Scale 3 Scale4 Scale5
6) Who influence you most while going for the purchase of branded apparels?

 Family  Friends Co-Workers  Brand Itself Others, if any

then specify________________

7) Which indicators do you use while purchasing branded apparels?

 Price Variety  Brand Value Uniqueness of brand

any other, please specify ___________________

iii
 VITA

Name : Manmeet Singh Monga

Father’s Name : S.Surjeet Singh

Mother’s Name : Mrs. Taranjeet Kaur

Nationality : Indian

Date of Birth : 2nd December, 1988

EDUCATIONAL QUALIFICATIONS

Bachelor’s degree : B.Com (Hons.)

University Panjab University, Chandigarh

Year of award : 2010

Percentage : 67.38

Master’s Degree : MBA

University : Punjab Agricultural University,

Ludhiana
Year of award : 2012

OCPA : 7.49/10

Title of Master’s Research Project : A study of consumer preference

towards branded apparels in
Ludhiana.

iv