International Journal of Advanced in Management, Technology and Engineering Sciences ISSN NO : 2249-7455

A Study of Consumer Buying Behavior towards Branded

Apparels in Selected cities of Karnataka
1. Prof.Lakshminarayana.K
Assistant Professor & Research Scholar-VTU,
Visvesvaraya Technological University-Regional Office
RHCS Layout, Annapoorneshwari Nagar, Nagarabhavi,
Bengaluru-560091
E-mail: appinarayan@gmail.com
Mob: +91-9741101011

2. Dr.Sreenivas D L
Professor & Research Supervisor
Department of MBA,
S J C Institute of Technology,
Chickballapura-562101
E-mail: sreenivasathreya@gmail.com
Mob: +91-9611264938

Abstract:
The research paper Consumer Buying Behavior towards Branded Apparels in
Karnataka was undertaken with the objectives to study the socio economic characteristics 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 across the Karnataka in selected
cities. 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.
Keywords: Apparel Brands, Consumer Behaviour, Product attributes, Purchase Intentions,
store attributes.

1. INTRODUCTION
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

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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.
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
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. 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.

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 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.

1.1 Consumer behavior towards Apparels

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 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).

1.2 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 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

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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).

2. REVIEW OF LITERATURE
 Pandian, Varathani, Keerthivasan (2012) this study reveals that Raymond, Peter
England, and John player remains the top three brands preferred by the respondents. It
is clear that most of the shoppers of men’s branded shirts were highly influenced by the
factors such as durability, reference groups, wider choice of color and design,
attractiveness, price range and celebrity endorser. Most of the customers are expecting
reduced price and wider choice of color and design.
 Rajput, N., Kesharwani, S. & Khanna, A. (2012) this article defines that the Modern
era provides high quality materials and lot of variety in Indian garment market to satisfy
the desire of customers. The customers are utilizing the opportunity too. The results
confirm that Indian people have become highly brand conscious presently. Hence,
brand image is a not a significant factor in choosing the product or brand to buy. There
are other aspects like, quality, comfort, expectations and demographic characteristics
are also influence to the purchasing decision that dominate the purchase decision of
males and females.
 Vikkraman and Sumathi (2012) this study conducted on Indian apparel market
revealed that Indian consumers perceived emotional value and clothing interest are the
significant positive antecedents of purchase intentions toward global and local brands.
The significant influence of self-concept on need for uniqueness indicates that the
Indian consumers with high self-concept neither wish to be different from others nor
wish to fit in with others and also that Indian consumers may consider their self-concept
and need to be unique to express their ‘individuality’. Significant impact of clothing
interest on perceived quality and emotional value of global brands revealed Indian
consumers’ preference for global brands because of the status symbols and strong
perception of foreign brands which was not found in local brands.
 Nirbhan Singh, R.(2013) Clothing is an important part of women’s life and plays a
major role in building the female identity and status. Cloths help the women to enhance

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their confidence and strengthen their self esteem. Clothing is referred to as specialty
good since consumers often make an effort for seeking out the garment that they
require. Most of the female focus on product attributes, fashion trends and other factors
related to social or psychological needs of the customer. These characteristics help them
to choose their cloths according to their preference and it also suits with tradition and
culture.
 Dr. Anand Thakur, Mr. Bhuvan Lamba (2013) Conducted a study aims to know
about the customer satisfaction level and factors influencing readymade apparel
purchase and also to know about the most popular brands of customers in different
variants of clothes which would help the readymade garments manufacturers to plan
their future growth. The findings reveal that Tommy Hilfiger and Peter England are the
most preferred brands in the city of Jalandhar and most significant considerations in
apparel purchase are price and quality.
 K. Balanaga Gurunath Anand, M. Krishnakumar (2013) Studied the apparel buying
behaviour of Indian consumers through five dimensions viz. consumer characteristics,
reference groups, store attributes, promotion and product attributes. The results show
that the store attributes promotion and reference groups are the important dimensions of
apparel buying behaviour.
 Jafar Ikbal Laskar and Haidar Abbas (2014) this study aims to study the consumer
awareness about various apparel brands (sources of awareness as well as the extent of
awareness), their perception about these brands and the factors that affect their
perception. Researcher has seen that advertisement and shelf presence are the main
source of brand awareness. Firms which are investing in other means should introspect
their strategies.
 Syed Irfan Shafi, Dr. C. Madhavaiah (2014) this experimental study examined the
influence of demographic and Consumer buying attributes which influence the apparel
buyer decisions, results of the study revealed that reference group, promotion, Store
attributes, product attributes, income and occupation are the main dimension of apparel
buying behaviour, this shows that the apparel stores should give more importance to
apparel buying attributes to attract and appeal the consumers, and also the promotional
programme also should be done aggressively and appropriately.
 Md. Mazedul Islam, Muhammad Mufidul Islam, Abu Yousuf Mohammad
Anwarul Azim, Md. Russel Anwar (2014) the study reflects that many demographic
factors and others purchase pattern factors have a significant influence on the
customer’s choice of retail outlet and buying of apparel product. Showroom specific
factors also have influence on the buying behaviour of retail outlet. Cat’s Eye, Artisti,
Aarong, Westecs, Ecstacy, Kay-kraft, Yellow are the leading brands and are the most
preferred brands and possesses many better positive attributes. According to the ranking
by customers, the quality factor prevails in the first position, color and design, comfort
and style and price are securing successive ranks respectively.
 Namrata Anand, Vandana Khetarpal (2014) in spite of the apparel consumer’s
increasing demand and their active role in the diffusion of innovation, the study
highlights the importance of research in the domain of apparel industry to tap this

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increasing potential. Apparel retailers and suppliers also have a decisive role to play in
order to understand the consumer behavior for buying the fashion apparel so that they
may cater to this segment more profitably.
 Sheek Meeran, Ranjitham (2016) the objectives of this research are to ascertain the
branded apparel most preferred by respondents and to examine customer’s perception
towards retail garments showrooms and factor they Considered to choose a particular
retail garments showroom for their shopping in Tirunelveli Hub. The study reveals that
Raymond, Peter England, and John player remains the top three branded apparels
preferred by the respondents. It is clear that most of the shoppers on branded apparel
were highly influenced by the factors such as durability, reference groups, wider choice
of colour and design, attractiveness, price range and celebrity endorser. Most of the
customers are expecting reduced price and wider choice of colour and design. The
manufacturers of branded apparel must focus on all these factors to formulate branding
strategies effectively and to sustain their growth. Convenient shop hours and the offer &
discounts are the two factors that contribute more to prefer a particular retail garment
showroom. The retailers need to give more attention to these factors in order to attract
and retain their customers.
 Reham Abdelbaset Sanad (2016) this paper aims to make a comprehensive review of
factors affecting purchaser decision towards apparel and textile products. Research
studies concerned with factors having impact on marketing of textile products including
apparel and fashion products were reviewed. These factors include different cultural,
social, personal, psychological and environmental aspects. Features related to market;
namely product characteristics, purchase channel, price and promotion were reported.
This study reviewed research studies concerned with consumer behaviour towards
textile and apparel products. However, it is believed that textile products' visual and
physical characteristics has a great impact on consumer buying decision, limited studies
were found investigating the relation between textile product attributes and consumer
purchase decision. Most of these studies were concerned with preference of product
attributes. Therefore, it is proposed to extend consumer behaviour studies in textile and
apparel area with special concern of fit, comfort and performance.
 Deepali Saluja (2016) the purpose is also to study how consumer behavior for apparel
is influenced by factors like monthly income, gender and peer influence. The survey
conducted on Delhites shows that the consumers prefer shopping mostly with their
friends and family members. They are influenced by their choices of their friends,
family members, celebrities, magazines etc. Quality, comfort, brand are the main
criteria’s which impact their buying behavior towards fashion apparels. The study
shows that the age, gender, education and occupation do not have any impact on buying
behaviour of consumers. Finally, the survey shows that Delhi consumers have positive
attitude towards fashion apparel brands.
 Sandeep Kumar, Prasanna Kumar, Srinivasa Narayana (2016) conducted a study
mainly to know about the consumer perception, behavior, life style towards the apparel
brands. To assess the importance of different factors in brand retention. From the study,
it is suggested that the apparel companies should focus more on customer retention.

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This can be achieved by keeping the prices reasonable, maintaining quality in clothing,
announcing loyal programs in special periods, offering perfect customer services,
advertising more on internet, newspapers, social-media and tele-media.
 Lakshminarayana.K and Dr.Sreenivas (2017) conducted a study mainly to know
about the consumer buying behaviour towards branded apparels in Bangalore city. The
study reveals that there is a lot of scope for new entrants in this field, the manufacturers
and marketers of branded wears should concentrate on making new consumer rather
than retaining old one. The number of people visiting the showroom with a brand in
mind, in same as the number of people visiting the showroom with no brand in mind.
Most of the time buyers visit the showroom of branded wears with the purpose of
shopping however compared to women, male consumer visit the showroom for passing
time, even though pop, advertisement, promotional schemes and other factors influence
the consumer purchase decision and consumer stimulated to buy. Among the various
promotional schemes and promotional measures discounts, buy2 get1 free schemes
have maximum influence on purchase decision of a particular brand. With the effective
marketing mix and strategies can extend the sustainable growth in this industry.

3. Need and objectives of the 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:
 To study the socio economic characteristics of customers in Karnataka towards branded
apparels.
 To study factors influencing buying behavior customers towards branded apparels.
 To study the impact of promotional activities on buying behavior of customers.
 To measure the brand loyalty of customers towards the branded apparels.

4. Research Methodology

The present study is undertaken to evaluate the buying behaviour towards the branded
apparels in Karnataka state.
a. Data Collection Methods: The data has collected from both primary and secondary
data.
Primary data has collected with the help of a globally accepted structured questionnaire,
personal interviews and discussions with apparel brand users and non users.
Secondary data collected from various sources such as books, journals, Magazines,
Company reports, websites, etc.

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b. Research Design: A study is Descriptive in nature.

c. Sampling: The study would cover the consumers taste and preference towards the
branded apparels, impact of promotional Measures and buying patterns of consumer in
Karnataka among selected cities like Mysure, Kolar, Chickaballapur and Mandya .
 Sampling Technique: Adopted convenient sampling method. The survey has
conducted in textiles / apparel shops & exclusive garment showrooms and some
college campuses and among the general public.
 Sample Size: Sampling size for this study is 200.
 Sampling Unit: Samples will be collected from students, Corporates and general
public in selected places of Karnataka state.
d. 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.

5. Data Analysis and Interpretation

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

Age
Sl.No Statements related to different factors 20-30 Above 30 Z value
Mean Mean
1 I read newspaper and magazines to know 2.935 2.727 1.432
what is new in clothing
2 When new style appear in market, I am first 3.960 3.410 5.41*
to buy them
3 I go for purchase because I get bored with 3.928 2.150 7.6*
wearing same type of clothes
4 I have a long term plan for purchasing 2.060 3.960 0.16
expensive branded apparels
5 I preferred to purchase the apparels which 3.670 1.740 8.5*
are worn by the celebrities
6 I try to dress and even purchase apparels 3.860 2.410 4.16*
same as my friends
*Significant at 5% level of significance Z table value at (5 %) =1.96

Table shows that in statement number 1 the mean score of respondents between the age group
of 20-30 years was 2.935 which were 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

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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 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
yearsof 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.

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Distribution of consumers of branded apparels on the basis of income

Family Income Frequency Percentage

<100000 5 2.5
100000-200000 27 13.5
200000-300000 43 21.5
>300000 125 62.5
Total 200 100

Table 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 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.

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

Recall a brand
Frequency Percentage
or not
Yes 200 100
No 0 0
Total 200 100

From table 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.

Degree of preference towards various branded apparels

Degree of Preference Brand Names

Mostly Preferred Levis, Lee, Nike, Adidas, Puma
Duke, Pepe Jeans, Tommy Hilfiger,
Moderately Preferred
Raymond, Priknit, Spykar
Least Preferred Koutons, Madame, Octave, Wrangler
Not Preferred Diesel, CK, Cotton County

In Table 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

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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.

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 11.47
Show status symbol 126 22.18
More Comfortable 112 19.72
Total 568 100

In above table 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.

Distribution of respondents on the basis of factors influencing preference

Influencing Factors Frequency Percentage

Family 39 19.5
Friends 57 28.5
Co-workers 29 14.5
Brand itself 69 34.5
others 6 3
Total 200 100

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From above table 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.

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

branded apparels

Indicators For Purchase Frequency Percentage

Price 52 26
Variety 49 24.5
Brand value 53 26.5
Uniqueness of Brand 46 23
others 0 0
Total 200 100

From above table 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.

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Extent up to which various factors influence purchase of branded apparels

Sl.No Statements related to different factors Mean Score SD
1 Newspaper and magazines as a source of influence 2.720 0.946
2 New styles appear in the market, I am the first to buy 3.965 1.024
them.
3 I go for purchase because I get bored with wearing same 3.290 1.132
type of clothes
4 I preferred to purchase the apparels which are worn by 3.475 1.097
the celebrities.
5 I try to dress and even purchase apparels same as my 2.840 1.240
friends.
6 I have a long term plan for purchasing branded apparels. 2.740 1.170

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.

Consumer preference towards different segments of branded apparels

Segment Brands Name
Corporates 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 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,

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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.

6. 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 and
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. and 19.72 percent respondents felt that branded apparels were more
comfortable which the reason was for them, for purchasing branded apparels.
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 and 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 and 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.

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 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. 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. 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

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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. 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.

7. Recommendations

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.

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 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.
 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.

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