Intern at ional Journal of Applied Research 20 16; 2(11): 304-308

ISSN Print: 2394-7500

ISSN Online: 2394-5869
Impact Factor: 5.2
Knowledge on lingerie selection and usage among
IJAR 2016; 2(11): 304-308
www.allresearchjournal.com
adolescent girls
Received: 14-09-2016
Accepted: 15-10-2016
R Sujatha and D Sarada
R Sujatha
Research Scholar, Department Abstract
of Home Science, SPMVV, Lingerie has been in usage since time immemorial. History traces the roots of this apparel back to 3000
Tirupati, Andhra Pradesh, BC where ancient statues are discovered seen wearing a crossed band over their shoulders. Once
India
considered to be trivial, perception of this piece of clothing is fast becoming very appealing in recent
times. During the 21st century, intimate wear has gained considerable boost with many big, small,
D Sarada
Professor, Department of
domestic, and global brands entering into the segment. This segment is becoming a hot favorite of
Home Science, SPMVV, fashion designers as well; whose creativity gives the small garment a big reputation. Times have
Tirupati, Andhra Pradesh, changed now and for the good. With factors like growing number of working women, changing fashion
India trends, rising information level and media exposure, and the foray of famous foreign brands in the
Indian market, Indian women have become more conscious about the range of brands that should fill
their wardrobes.

Keywords: Selection of lingerie, brand experience of lingerie, types of lingerie, choice of lingerie

Introduction
The fact that women’s dresses have always reflected the dynamic changes in society can not
be negated easily. And as the Indian women are coming of age, the statement holds special
significance when talking of their attire. Financial freedom is one of the top priorities of
Indian women, especially in the urban cities and with financial freedom comes the choice of
leading a lifestyle that suits ones tastes and preferences. Women like to wear
expensive jewellery, carry high-end gadgets and buy apparel and footwear that make them
look good, feel comfortable and also exude their style statement in a subtle way. When it
comes to enquire about innerwear or lingerie, the faces that use to give a shy and ‘do not
cross your limit’ looks have turned less aggressive and more argumentative.
Like all Indians who love to argue on any issue, as Amartya Sen says in his book “The
Argumentative Indian,” Indian women now prefer to talk about their innerwear to people
who can help offer them the products they are looking for. However, the scene was
extremely different few years back when women were in the sole discretion of salesmen who
used to decide about the piece of lingerie – size, fit and brand that are suitable for them.
“Indian women consumers are still very shy when it comes to the purchase of lingerie. But
slowly and steadily, they are getting bolder in terms of selection of their lingerie and as
a result they have started demanding lingerie of their choice, which is in effect helping the
growth of branded lingerie in India,” according to Mr. Rajnish Bansal who owns two
exclusive lingerie shop in Ghaziabad and who has already found a place of honor in the
Indian Limca Book of World Records for a whopping collection of 22,300 undergarment
items.
Times have changed now and for the good. With factors like growing number of working
women, changing fashion trends, rising information level and media exposure, and the foray
of famous foreign brands in the Indian market, Indian women have become more conscious
about the range of brands that should fill their wardrobes. The old practice of stacking
Correspondence
R Sujatha lingerie in a corner of wardrobe no longer exists in the modern age. Rather, the taste of
Research Scholar, Department women related to their undergarments has reached new heights and it will not be a hyperbole
of Home Science, SPMVV, to say that it has become a fashion statement
Tirupati, Andhra Pradesh,
India

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 First, the outerwear for women have undergone a Results and discussion
tremendous change in the recent past – from salwar- Age
kameez and saris to denims and t-shirts and feminine The chronological age of the girls as mentioned in their SSC
tops, especially in the urban areas. certificates were collected. Most of the respondents (69 %)
 An increasing number of female demography is were 17 year old, and remaining (31%) were 18 year old
entering professional lives where they need different adolescent girls. This is the age at which girls shows more
outerwear for office, parties and recreation, as a result concern over their appearance.
of which, they opt for innerwear that matches the
outerwear. Monthly family income
 Third, women are getting more conscious of their health The money earned by the parents of the respondents in a
and physique – a phenomenon increasingly witnessed month was considered as their monthly family income.
with the sprawling gymnasiums in the neighborhood Monthly family income of majority (40%) of the
basements. It is the fitness factor which has given rise respondents was between Rupees 6001- 24,000 per month.
to the sales of sports brassieres and briefs that suit A 27 percent had monthly family income less than 6,000
the sporting activities of women. rupees and 11percent respondents had monthly family
income between 24,000 -480001 rupees. The family
 Last, but not the least, special occasions like a marriage
monthly income of the adolescent girls shows that majority
ceremony or social gathering calls for a different
of them belonged middle income and low middle income
outerwear and a matching innerwear.
families.
Largely unorganized, the women’s innerwear market is at Education status of the parents
present dominated by many local Indian brands. Women The formal education received by the parents was taken as
tend to exhibit a strong comfort factor in buying lingerie their educational status. Education influences knowledge
from regular unorganized local stores, predominantly due to and attitudes hence it was included as variable. Nearly half
price, but departmental stores are also very popular as they of the respondent’s parents had college/ Technical/
provide range and product displays and also have trial Professional education. A 25 percent of the respondent’s
rooms. Exclusive brand stores are explored when looking parents completed High school education. Only 20 percent
for depth in styles and variety in colours. Even though there of the respondent’s parents attended primary school. Thus
is an increase in the purchase frequency and average spends notable percentage of the parents were educated.
on innerwear, this category is predominantly a ‘planned
purchase’ or an ‘occasion-based purchase’ category, Occupation of the parents
especially among women, who tend to purchase and even The work done to make a living was considered as
splurge around such occasions as weddings, anniversaries, occupation. The occupation determines the amount of time
holidays etc. However, promotions and offers tend to induce available to spend with family and leisure time activities.
impulse purchases. Again, experimentation in terms of Most of the respondent’s (33%) parents were earning money
styles is most often done when buying for special occasions; through daily wages and 29 percent of the respondent’s
for daily wear, known styles and brands are preferred. parents were employed. Only a small percentage (18%)
were doing business. A 20 percent were living on the
Methodology income received from their property and agriculture.
A pilot study was conducted on 90 adolescent girls aged
between 16 to 18 years, studying pre degree courses in Brasserie back band size
Tirupati and Chittoor towns. The knowledge of the sample Wearing the right sized bra not only ensures comfort but is
on lingerie selection was assessed using a structured also important from a wellness perspective.
questionnaire developed for the purpose. The questionnaire
developed to collect data on the decision making strategies Table 1: Brasserie back band size
for purchasing lingerie, the characteristics of adolescent Brasserie back band size Frequency Percentage
girls lingerie purchasing behavior and marketing factors 32 52 58
influencing underwear purchases. 34 26 29
first part of the questionnaire was designed to collect 36 12 13
personal and family of the respondents including age, 38 - -
monthly income, education, occupation and size of the 40 - -
family etc. The second part of the questionnaire consisted of Above 40 - -
questions on knowledge on lingerie purchasing behavior Total 90 100
including types of brasseries usually they purchase,
According to the figures shown in the table 1, most of the
brasserie cup size and shape, types of panty that they usually
respondents (58%) using 32 size brasserie back band size,
purchase, Types of materials, colours, patterns that affected
followed by 29 percent who were using 34 size brasserie
their purchasing decision, frequency of purchasing,
back band size. Only 13 percent of the respondents were
purchased quantity each time, amount of money they spent
using 36 size brasserie back band size.
for lingerie and source of lingerie they purchase.
The third part of the questionnaire was designed to examine Brasserie cup size
the marketing factors that affected their decisions to The breasts should be enclosed within the bra cups, with no
purchase lingerie. bulging or gaping at the top or sides. Perfect brasserie cup
size gives the perfect shape and comfort to the body.

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Table 2: Brasserie cup size by 27 percent of the respondents. Only 13 percent of the
Brasserie cup size Frequency Percentage respondents purchased padded brasseries. Brasseries for
Cup A 8 9 different occasions, purposes are available. The adolescent
Cup B 4 4 girls use only one type of brasserie that is used for day time.
Cup C - - Indian women are largely unaware of other categories of
Cup D - - lingerie. They are still unaware of various kinds of
Cup E - - innerwear, styled and made differently to suit different body
I don’t know 78 87 types and to be worn under different attires. Different
90 100 category of bras, like t-shirt bras, melded, strapless, push-
ups or seamless or various segments of lingerie like
The table 2 shows that most of the respondents (87%) have loungewear, sleepwear, comfort wear, maternity wear, shape
no idea about their brasserie cup size and very few of them wear are relatively unknown to most consumers. According
(9%) use Cup A brasserie size. Only 4 percent of the to Schultz (2004: 195) The sports bra is also “implicated in
respondents use cup B size brasseries. Irrespective of their the creation and maintenance of dominant cultural ideas of
cup size, women choose brasseries of cup sizes which are the women’s breast.
not of their size. This is mainly due to lack of knowledge on
determining their cup size. Panty types usually purchased
The regular dressing of the respondents might influence the
Panty size type of panty for regular usage.
The size of the panty influenced the comfort of the person.
If any difference found as too large or small certainly effect Table 4: Panty types usually purchased
the easiness. In this regard the researcher collected the
Usually purchased panty types Frequency Percentage
information related to the following to the exact size and the
Briefs 84 93
results were tabulated in table 3.
G-Strings 4 4
Table 3: Panty size Shorts 2 3
Gridles - -
Panty size Frequency Percentage
SIZE S 5 6 90 100
SIZE M 64 71
SIZE L 13 14 As shown in the table 4, The majority of the respondents
SIZE XL 8 9 (93%) usually purchased briefs. Only 4 percent usually
90 100 purchased G-strings and 3 percent were purchased shorts.
Adolescent girls who frequently preferred to wear skirts or
The table 3 shows the panty size worn by the respondents. frocks might choose either G-strings or shorts specifically.
The majority of the respondents (71%) were a Size M panty, Otherwise if they were accustomed to common wear like
followed by SIZE L (14%) and 9 recent of the respondents kurtha & pyjamas or pants & tops might be comfortable in
use an XL SIZE panty while 6 percent wore size S panty. wearing briefs.
Panties of different size and types are available, depending
on the working hours, type activity, health condition Role of fabric in selection of lingerie
adolescent girls can select the panties. Lingerie is manufactured using different types of fabric;
cotton, synthetic, satin, chiffon etc. The preference for fabric
Brasserie types usually purchased depends on climate, season, type of work, comfort,
Adolescent girls frequently interested in changing their durability, fashion ability and trendiness.
brasseries to suit daily and special occasions. The body
frame varied from one person to another person which Table 5: Fabrics that affected decisions to select the lingerie
might be one of the key factor in choosing the brasserie type
Fabric type Frequency Percentage
such as padded, non-wired, sports brasserie and daily
Synthetic fabric 42 47
brasseries. The results obtained were presented in figure 1.
Cotton 30 33
Satin 4 5
Mesh 2 2
Chiffon 3 3
Lace 9 10
90 100

The table 5 revealed that most of the respondents (47%)

ranked synthetic fabric as the first preference in select their
lingerie, followed by cotton (33%). Very few of the
respondents (10%) gave priority to lace material while
Fig 1: Brasserie types usually purchased selecting the lingerie. The material of lingerie had a directly
relationship with how the respondents feel when they wore
The figure 1 shows that the research results shows that 54 their lingerie. Jantzen et al. (2006) [4] suggested that wearing
percent of the respondents usually purchased brasseries for special underwear transforms women’s self image.
daily wear while sports brasseries were usually purchased
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Choice of Colors for lingerie Table 7: Frequency of purchase of lingerie per year
The personal interest, colour preference matching to the Usually purchased patterns Frequency Percentage
dress were few of the characteristics influencing the colour 1-2 times 4 5
selection. As Grove-White (2001) [3] stresses, colours can 3-4 times 80 88
establish a new trend in the complex fashion system, but can 5-6 times 6 7
also denote or affect individuals mood. More than 6 times -
90 100

Table 7 describes the frequency of lingerie purchased per

year. Majority of the respondents (88%) purchased under
wear 3-4 times per year and 7 percent of the respondents
purchased underwear between 5-6 times per year. Only 5
percent of the respondents purchased 1-2 times per year.
Respondents frequency of purchasing was depended mainly
on their economic condition and unawareness of usage of
lingerie.

Fig 2: Colors of lingerie usually purchased Pieces of lingerie purchased each time
The purchasing pattern on lingerie was also evaluated in
According to the figures shown in the figure 2, White colour terms of number of pieces purchased at each time similar to
lingerie was preferred by a notable percentage (33%) of frequency purchasing this particular parameter was divided
respondents preferred, followed by black 23percent of the into 4 groups and tabulated the results.
respondents. 16 percent of the respondents regarded cream
colour lingerie as the third preference that they usually Table 8: Pieces of lingerie purchased each time
purchased. In the case of underwear, this is even more
Pieces of lingerie
interesting, since even though it is ostensibly hidden from Frequency Percentage
purchased each time
view, the colours of underwear can still be important to the 1-2 pieces 84 93
wearer in terms of the view, the colours of underwear can 3-4 pieces 3 4
still be important to the wearer in terms of the meanings 5-6 pieces 2 3
these colours might be transmit. In addition, for under wear More than 6 pieces - -
dark colours are preferred by adolescent girls. 90 100

Patterns of lingerie usually purchased The table 8 showed that most of the respondents (84%)
Lingerie being the inner wear the preference to patterns purchased 1-2 pieces of lingerie each time, followed by 3-4
might be less focused the exact interested to pattern pieces each time (4%). Only 3 percent purchased 5-6 pieces
preference was gathered and interpreted the results. of lingerie each time.
Table 6: Patterns of lingerie usually purchased Price ranges of lingerie
Usually purchased patterns Frequency Percentage Income, awareness levels, quality preference, brand,
Plain 82 91 shopping type etc. were few of the key factors influencing
Dots 6 7 the respondents in allotting price while purchasing.
Vertical stripe - -
Horizontal stripe - - Table 9: Price ranges of lingerie
Flowery 2 2 Price range of lingerie Frequency Percentage
90 100 200-300 62 68
400-500 24 26
In the Table 6, 91 percent of the respondents ranked plain 600-700 6 6
pattern as the first pattern that they usually purchased, 800-900 - -
followed by dots (7%). Only 2 percent of the respondents 90 100
considered flowery patterns as the third pattern that they
usually purchased. Plain pattern or non decorative design The Table 9 reveals the price range of underwear. The 68
was popular among respondents rather than decorative percent of the respondents purchased lingerie at the price
styles. Various designs may not be the only key factor when range of 200-300 rupees. Only 26 percent purchased lingerie
respondents decide to buy lingerie. that price range of 400-500 rupees and remaining 6 percent
purchased at the price range of 600-700 rupees. Many of the
Frequency of purchase of lingerie per year respondents purchased lingerie of 200-300 rupees even
The present data was also aimed at collecting the though this price is also high from their family monthly
information on frequency of purchasing per year. The income. It may be because girls gave importance to lingerie
purchasing frequency was grouped into categorizes and as it is necessary to keep them comfortable.
results were denoted in the table 7.

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Tendency towards shopping 5. Neethu singh. Lingerie brand experience study in the
The personal relationship with the respondent played an Pune market: international Journal of Business and
important role for accompanying them while purchasing the Administration Research Review, 2014; 1(5).
lingerie. The tendency towards the shopping with 6. Schultz J. Discipline and push-up: Female bodies,
accompanying person was gathered and depicted in the femininity, and sexuality in popular representations of
figure 3. sports bras'. Sociology of Sport Journal. 2004;
21(2):185-205.

Fig 3: Tendency towards shopping

The table 12 shows that majority of the respondents are

depended on their parents for selection of lingerie.
Remaining 29 percent of the respondents preferred their
friend’s choice and 16 percent of the respondents depended
on siblings for selection of lingerie. Many of the
respondents feeling shy to express their problems regarding
the fitness of lingerie, so mostly they followed their parents
and friends while selecting the lingerie.

Conclusion
The study results allows to conclude that
 Plain pattern or non-decorative design was popular
among respondents rather than decorative styles.
Various designs may not be the only key factor when
respondents decide to buy lingerie.
 Most of the respondents chose department stores as
their easiest way to shop or purchase lingerie
 Comfort was the most influential factor when most of
the adolescent girls decide to select their lingerie.
 For an intimate product like lingerie, adolescent girls
value quality most over color and style, as they feel that
being an innerwear garment which undergoes numerous
washes, it is important that the quality of product is
much better, instead of style or color as the garment is
not visible outside.
 The adolescent girls under study selected inner wear
with the help of their mothers, hence it was selection of
both mothers and daughters in majority of cases.

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the self within the fashion system in relation to
expertise and meaning: A case study of colour and
image consultancy'. Journal of Material Culture. 2001;
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4. Jantzen C, Ostergaard P, Vieira CMS. Becoming a
'woman to the backbone: Lingerie consumption and the
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