07-05-2013, 04:53 PM
Consumer Buying Behaviour towards Branded Cloths in Karnataka.
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Introduction
It’s an era of brands. For anything and everything we go after brands. Clothing brands have a particular appeal to the young generation. Trends almost always originate from campuses or they are first adapted in campuses.
In this dissertation, my endeavour is to have a comparative study of urban (Bangalore) and semi urban (Kolar &Bellary) college student’s consumer buying behaviour towards branded cloths in Karnataka. The basic differences of the perceptions of urban and semi urban youth regarding clothing brands will be specially handled in this work.
Need for the Study
India has a rich and varied textile heritage, where each region of India has its own unique native costume and traditional attire. While traditional clothes are still worn in most of rural India, urban India is changing rapidly, with international fashion trends reflected by the young and glamorous, in the cosmopolitan metros of India. The apparel industry is one of India's largest foreign exchange earners, accounting for nearly 16% of the country's total exports. It has been estimated that India has approximately 30,000 readymade garment manufacturing units and around three million people are working in the industry . Today not only is the garment export business growing, enthusiasm in the minds of the foreign buyers is also at a high. Today many leading fashion labels are being associated with Indian products. India is increasingly being looked upon as a major supplier of high quality fashion apparels and Indian apparels have come to be appreciated in major markets internationally. The credit for this goes to our exporter commmunity.
Statement of the Purpose
It’s an era of brands. For anything and everything we go after brands. Clothing brands have a particular appeal to the young generation. Trends almost always originate from campuses or they are first adapted in campuses. Therefore consumer behaviour towards clothing brands is a particular topic of important study.
In this dissertation, my endeavour is to have a comparative study of urban (Bangalore) and semi urban ( Kolar & Bellary) college student’s consumer buying behaviour towards branded cloths in Karnataka. The basic differences of the perceptions of urban and semi urban youth regarding clothing brands will be specially handled in this work.
Consumer Behaviour
Consumer behaviour is the study of when, why, how, where and what people do or do not buy products.[1] It blends elements from psychology, sociology, social psychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as a social function but if Arrow’s possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonocity, unanimity, homogeneity and weak and strong Paretooptimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer.
Information Evaluation
At this time the consumer compares the brands and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the consumer's evoked (consideration) set? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision.
Purchase Decision
Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The provision of credit or payment terms may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration.
Research Methodology
Research methodology may be defined as the arrangement for data collection and analysis of data in the manner that aims to combine relevance to the research purpose with economy in procedure. It is a conceptual structure within which research is conducted. The research that is made is direct personal research conducted with the help of questionnaire in the type of research adopted. It aimed at expanding the frontiers of knowledge and does not directly involve pragmatic problems. The research design is purely and simply the frame work or plan for a study that guides the collection and analysis of data. The study was conducted as an exploratory sampling survey method to collect primary and secondary data.
Instrumentation Technique:
The prime motive of the survey is based on the questioner. A questioner was developed for the current research study with the consultation of the internal guide. It has been designed as the primary research instrument. Questioners were distributed to respondents and they were asked to answer the question given in the questioner.
The questioners were used as an instrumentation technique because of the reason that the questions were arranged in a specific order and were logically interconnected for research study. The advantage of structured questioner lies in the reduction if interviewers and interpreter's biased in quicker and less costly interviewing and of course in easier tabulation of results. Finally, coding and analyzing was done for each question's response to reach in the findings, suggestions and to the conclusions about the topic
Industry Profile
Introduction
The textile industry is one of the oldest industries in India. It has played an important role in generating foreign exchange reserves and creating employment opportunities. The concept of readymade garments is relatively new for the Indians. Traditionally, Indians preferred dresses stitched by local tailors, who had tailoring units in townships or cities and catered exclusively to local demand. The growing fashion consciousness during the 1980s and the convenience offered by ready-to-wear garments were largely responsible for the development of the branded apparel industry in India. Other factors which contributed to its growth were: greater purchasing power in the hands of the youth, access to fashion trends outside the country, and the superior quality of fabrics.
The concept of readymade garments is relatively new for the Indians. Traditionally, Indians preferred dresses stitched by local tailors, who had tailoring units in townships or cities and catered exclusively to local demand. The growing fashion consciousness during the 1980s and the convenience offered by ready-to-wear garments were largely responsible for the development of the branded apparel industry in India. Other factors which contributed to its growth were: greater purchasing power in the hands of the youth, access to fashion trends outside the country, and the superior quality of fabrics.
The 1990s witnessed a drastic change in the overall economic environment of the country. The period was characterized by liberal trade and new investment policies. The effect of liberalized polices was seen in the clothing industry as well.
In 2001-02, the domestic apparel market was estimated at Rs 431 billion, of which the readymade garments business was estimated at Rs. 298.5 billion. The branded apparel market accounted for Rs.90 billion of this Rs.298.5 billion market
Data Analysis and Interpretation
This is the core part of this study. Now as we are familiar with the industry and the population we are studying, it would be easy for us to understand the implications of the questions asked in the questionnaire.
This chapter will exclusively deal with the questions discussed in the questionnaire; each question will be individually analyzed to differentiate the consumer buying behaviour of urban and semi urban collage students of Karnataka. Each question is analyzed with the answers of 100 each respondents from both urban and semi urban environments of Karnataka. Here we will try to know the factors those are similar to both these groups and factors which differentiate these groups.
Every question is discussed with a table and a graph, which shows the percentages of responses. The order of discussion will be the table, then the graphical presentation which is followed by the analysis and interpretation of the data presented.