Post on 04-Oct-2014
Female consumer behavior for organized apparel retail store
1 DBMSPCE,VISNAGAR
A
COMPREHENSIVE PROJECT
(SUBJECT CODE: 840001)
ON
STUDY OF FEMALE CONSUMER BEHAVIOR
FOR ORGANIZED RETAIL APPAREL STORE
SUBMITTED TO:
GUJARAT TECHNOLOGICAL UNIVERSITY
(IN PARTIAL FULFILLMENT OF REQUIREMENT OF
COMPREHENSIVE PROJECT - 840001)
PREPARED BY
BHAGVAN KARNAVAT (097520592016)
DHARA PATEL (097520592038)
DEPARTMENT OF BUSINESS MANAGEMENT,
SANKALCHAND PATEL COLLEGE OF ENGINEERING, VISNAGAR
(INSTITUTE CODE: 752)
YEAR: 2011
Female consumer behavior for organized apparel retail store
2 DBMSPCE,VISNAGAR
PREFACE
As a part of our syllabus of MBA program we are assigned for some practical study and
for that we have to under go for comprehensive project. We have prepared project report
on the STUDY OF FEMALE CONSUMER BEHAVIOR FOR ORGANISED APPAREL
RETAIL STORES in partial fulfillment of Comprehensive project.
DHARA PATEL
KARNAVAT BHAGVAN
Female consumer behavior for organized apparel retail store
3 DBMSPCE,VISNAGAR
ACKNOWLEDGEMENT
Nothing can be gained or acquired without hard work which leads to success. The
success of our survey work is the amalgamation of our hard work and cooperation of
respondents, who delivered their precious time without any hesitation.
We thank the almighty, Lord on whom we believe and depend on. Our each and every
achievement is nothing but a look of the God on us. We do not have adequate words to
convey our emotion rather than feeling of gratitude, for the people who helped us in
making our survey report purposeful.
We are grateful to GTU for providing us an opportunity to do research work on ―Female
consumer buying behavior for organized apparel retail store”.
Lastly, we are also obliged to people for providing us their valuable feedback to the
questionnaire used to compile our primary data.
DHARA PATEL
KARNAVAT BHAGVAN
Female consumer behavior for organized apparel retail store
4 DBMSPCE,VISNAGAR
EXECUTIVE SUMMARY
According to an industry analyst, consumers‘ perception is very different when it is
bought from an organized retail store. Many factors contribute to the success –superior
logistics management, effective marketing and merchandising being among them – but
functional and psychological attributes are undoubtedly a significant factor. Retailers
must pay attention to the look of their female consumer‘s attributes, to its facilities and to
the way in which merchandise is selected and displayed. Functional attributes in a
retailing context include price range, location, design availability, credit facility, range of
Apparel, type of apparel, availability of latest trends in apparels, offers and discounts,
store name, store size, service of the staff, after sales service, loyalty programme,
amenities, knowledge of the staff , etc. And psychological attributes like layout,
architecture of the store, symbols, colours, advertising store, sales personnel, display,
points of sale material, courteous staff and references.
The objective is to study of female consumers‘ perception regarding functional and
psychological attributes govern a consumer‘s choice of an Apparel Retail Outlet. We also
study reasons behind buying branded apparels. Toward this we first make specific
research hypotheses based on the functional and psychological attributes. Next we
describe the descriptive design used to test these hypotheses. Then we have used non
probability convenience sampling method and the sample size taken is 134 female
respondents. This project is about the female consumer behavior for organized apparel
store and for this we have used the Questionnaire survey method for the research
purpose. Then the results, based on analysis of data collected are presented. Finally, we
conclude our objectives based on result of analysis.
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CHAPTER-1
INTRODUCTION TO RETAIL INDUSTRY
1.1 Retail Industry at a Glance
Retailing consists of the sale of goods or merchandise from a very fixed location, such as
a department store, boutique or kiosk, or by mail, in small or individual lots for direct
consumption by the purchaser. Retailing may include subordinated services, such as
delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys
goods or products in large quantities from manufacturers or importers, either directly or
through a wholesaler, and then sells smaller quantities to the end-user. Retail
establishments are often called shops or stores. Retailers are at the end of the supply
chain. Manufacturing marketers see the process of retailing as a necessary part of their
overall distribution strategy. The term "retailer" is also applied where a service provider
services the needs of a large number of individuals, such as a public utility, like electric
power. Shops may be on residential streets, shopping streets with few or no houses or in a
shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping
street has a partial or full roof to protect customers from precipitation. Online retailing, a
type of electronic commerce used for business-to-consumer (B2C) transactions and mail
order, are forms of non-shop retailing.
Shopping generally refers to the act of buying products. Sometimes this is done to obtain
necessities such as food and clothing; sometimes it is done as a recreational activity.
Recreational shopping often involves window shopping (just looking, not buying) and
browsing and does not always result in a purchase. Global retail is experiencing an
explosive modernization as investment rushes into developing markets. From small
proprietors with a mainly local focus, retail‘s ambitions now stretch worldwide,
embracing the latest trends in marketing, distribution and supply. Modern retail grew
between 25 percent in India and 13 percent in both China and Russia. As the wealthiest
markets mature, more retailers are pursuing new growth opportunities. They are eyeing
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countries new to modern retailing, smaller cities (as larger cities become saturated), and
customer segments hungry for specialty products. Retailers that can identify the most
promising markets will become fierce global competitors—able to saturate the obvious
markets and gain first-mover advantage in new ones. India is one of the largest and
fastest growing economies in the world. Growing in tandem with the economy is the
Indian retail sector. Retail is one of India‘s largest industries, contributing to about 12 per
cent of the gross domestic product (GDP) and providing employment to over 8 per cent
of the nation‘s workforce. The share of retail trade in the country's GDP is likely to reach
20 per cent by 2011. India's retail market is currently valued at around US$ 511 billion.
India's overall retail sector is expected to rise to US$ 833 billion by 2013 and to US$ 1.3
trillion by 2018, at a compounded annual growth rate (CAGR) of 10 per cent. Being a
democratic country with high growth rates, consumer spending has risen sharply as the
young population (more than 33 percent of the country is below the age of 15) has seen a
significant increase in its disposable income. Consumer spending rose an impressive 75
per cent in the past four years alone. Also, organized retail, which accounts for almost 5
per cent of the market, is expected to grow at a CAGR of 40 per cent from US$ 20 billion
in 2007 to US$ 107 billion by 2013.
The growth and potential of the sector is being widely acknowledged both in the
domestic as well as international forums. The Indian retail market has been ranked the
second most attractive emerging market for investment after Vietnam in the retail sector
by AT Kearney's seventh annual Global Retail Development Index (GRDI), in 2008. A
McKinsey report 'The rise of the Indian Consumer Market', estimates that the Indian
consumer market is likely to grow four times by 2025. The economics of Indian
consumerism is buoyant, with India ranking as the fourth largest economy in terms of
Purchasing Power Parity (PPP), next only to United States, Japan and China. India is
expected to outpace Japan by the year 2011 to become world‘s third largest economy in
terms of PPP. With 54 per cent of the Indians aged below 25, the young Indian consumer
is buying big to look good and feel good. The fast and furious pace of growth of the
Indian economy is the driving force for Indian consumerism; with the Indian consumers
confident about their earnings and are spending a large portion of their high disposable
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incomes. Projections by analysts suggest that India has the potential to be labeled the
fastest-growing economy and outpace the developed economies by 2050. Analysts
predict India to sustain an average GDP growth rate of 5 per cent till the mid of this
century, with India projected to outpace the other developed economy markets by 2050.
The average annual growth rate from 1994-2004 was pegged at 6.1 per cent, second only
to China.
The more recent growth rates of over 9 per cent posted for India, promise a continued
robust growth story. Private consumption accounted for more than 60 per cent of India‘s
GDP in 2007-08, comparable to most of the leading economies around the world. Even
though modern (organized) retailing is growing at an aggressive pace in urban India,
traditional retailing continues to be the backbone of the Indian retail industry, with
traditional retailing contributing to around 95 per cent of total retail revenues. The
quintessential mom-and-pop retailing outlets or the cornerstone formats constitute a
major part of Indian retail store formats. Over 15 million small and medium retail outlets
exist in India, the highest in any country. More than 80 per cent of these are run as small
family businesses. Prevalence of traditional retailing is highly pronounced in small towns
and cities with primary presence of neighborhood kirana stores, push-cart vendors, meals
and mandis. When the retail sector grows, it is inevitable that the wholesale trade grows
with it, given the enormous size of unorganized retail in India. Several international
players have announced plans to make major investments in India‘s wholesale sector, in
the cash and carry format - a type of wholesale trading in which retailers and other
businesses like caterers and hoteliers purchase their requirements on a self-service basis.
These companies are aiming to tap the huge unorganized retail market that can offer huge
dividends. The cash and carry wholesale market offers international players both the
chance to enter the dynamic Indian retailing market and a way around the country's
regulations against foreign retailers opening multi-brand stores in India. By investing in
the wholesale market now, international grocery retailers can also secure a foothold in the
Indian retailing market prior to its deregulation.
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While strict legislation currently prevents foreign retailers from opening multi-brand
stores in India, there are no restrictions on foreign direct investment into the wholesale
market. International retailers are therefore free to set up cash and carry stores throughout
the country, providing them with a golden opportunity to make in-roads into India. When
the restrictions on the retail industry are lifted, international retailers will be in a prime
position to easily convert their cash and carry stores into highly profitable supermarkets
and hypermarket. India is not known as the ‗nation of shopkeepers‘, yet it has as many as
5 million retail outlets of all shapes and sizes. Some other optimistic estimates place the
number at as high as 12 million. Whatever be the number, India can claim to have the
highest number of retail outlets per capita in the world. But almost all of these are small
outfits occupying an average of 500 sq ft in size, managed by family members, having
negligible investment in land and assets, paying little or no tax and known as the ‗kirana
dukaan‘ (‗mom and pop stores‘ in the US or the corner grocery stores in the UK). These
outlets offer mainly food items and groceries – the staple of retailing in India. Customer
contact is personal and one-on-one, often running through generations. There are a
limited number of items offered often sold on credit – the payment to be collected at the
end of the month. The quality of items is standard, with moderate pricing.
There is great hype about the growth and prospects of organized retailing industry in
India. It must be noted, however, that organized retailing constitutes barely 2% of the
total retailing industry in India, the rest 98% being under the control of the unorganized,
informal sector of ‗kirana dukaans‘. Market research agencies and consultants come up
with encouraging forecasts about this segment of the retailing industry. For instance, A.T.
Kearney‘s Global Retail Development Index ranks 30 emerging countries on a 100-point
scale. Its 2007 ranking places India at no.1 for the third consecutive year, with 92 points,
followed by Russia and China. The size of the organized retailing industry is estimated at
US $8 billion and projected to grow at a compound annual growth rate of 40% to US $22
billion by 2010. Overall, the Indian retailing industry is expected to grow from the
current US $350 billion to US $427 billion by 2010 and US $635 billion by 2015. The
economic environment in the post-liberalization period after 1991, has created several
factors that have made this high growth of the organized retailing industry possible.
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India‘s impressive economic growth of 9% is the prime driver of increasing disposable
incomes in the hands of the consumer.
The growing size of the consuming class in India, in tandem with the entry and expansion
of the organized sector players in recent years, has set the pace for corporate investment
in retail business. Practically, every major Indian business group is looking for
opportunities in the growing retailing industry. Among them are the big names in the
Indian corporate sector such as the AV Birla Group, Bharti, Godrej, ITC Group,
Mahindras, Reliance, Tatas, and the Wadia Group. The international environment
presently is replete with examples of the fast paced growth of the retailing industry in
many developing countries around the world. In the post-liberalization period, there is
more openness and awareness of the international development among Indians.
The ease of travel abroad and the exposure through television and Internet have increased
the awareness of the urban Indian consumer to the convenience of modern shopping. The
modern retail formats thus have gained acceptance in India. Carrefour, Tesco and
Walmart are the international players already operating in India, with several others like
Euroset, Supervalue and Starbucks having plans to enter soon. These international
companies bring to India the latest developments in the retailing industry and helped to
set up a benchmark for the domestic players. The market environment is one of the most
significant in terms of the growth and prospects of the retailing industry in India. In terms
of geography, the reach of the organized retailing industry has been growing. In addition
to the mega cities of Mumbai and Delhi, cities such as Bangalore, Pune, Hyderabad,
Kolkata and Chennai are also witnessing a boom in organized retail activity. Retailers are
now trying to focus on smaller cities such as Nagpur, Indore, Chandigarh, Lucknow or
Cochin. There are interesting possibilities regarding the retail formats. Traditionally,
street carts, pavement shops, ‗kirana‘ stores, public distribution systems, kiosks, weekly
markets and such other formats unique to India, have been in existence for a long time.
At present, most organized retail formats are imitations of those used abroad.
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These include hyper and supermarkets, convenience stores, department stores and
specialty chains. Among these formats, a notable trend has been the development of
integrated retail-cum-entertainment centres and malls as opposed to stand-alone
developments. Besides these, there are some attempts at indigenous formats aimed at the
rural markets such as those by ITC‘s Choupal Sagar, DSCL‘s Hariyali Kisaan Bazar and
Godrej Group‘s Godrej Aadhar. Pricing is an important issue in the retailing industry.
Generally, the bulk buying yields lower costs of procurement for the big retailers – a part
of which they pass on to the customer in the form of lower prices. In food retailing, for
instance, there is a clear trend of low prices being the determining factor in purchase
decisions by the cost conscious Indian customer.
But, lower prices may not be a major issue with the higher-income groups that may place
greater emphasis on the quality of products and retail service, store ambience and
convenience of shopping. For the majority of Indian consumer however, price is likely to
remain a significantly important issue in the purchase decision. Competition has already
accelerated with many Indian business groups having entered or likely to enter this
booming industry. The political environment in India is ambiguous in terms of its support
to the organized retailing industry.
This is obvious as the unorganized sector employs nearly 8% of the Indian population
and is widely spread geographically. The overwhelming presence in terms of 98% of the
total retailing industry also is a significant political issue. In a democracy, the politics of
numbers makes it imperative for the political class to adopt an ambiguous stand. In some
cases, politicians have acted in favour of the unorganized sector by this allowing the
setting up of large retail outlets in some states. Overall, however, there is ambiguity as
there are several environmental trends in favour of the development of the organized
retailing industry. In the regulatory environment, there has been a gradual easing of the
restrictions albeit at a slow pace, in view of the ambiguous political stance as indicated
above. Interestingly, the retailing industry is still not recognized as an industry in India.
Foreign direct investment of upto 100% is not permitted though it is possible for foreign
players to enter through the routes of franchise agreements, cash-and-carry wholesale
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trading and strategic licensing agreements. Another problem area is the real estate laws at
the level of state governments that are yet to be cleared on the issue of allowing large
stores. Restructuring of the tax structure for the Retailing Industry is another regulatory
issue requiring governmental action. However, tariffs on imported consumer items have
been gradually aligned to meet the prescribed WTO norms and reduction of import
restrictions are likely to help the growing organized retailing industry.
The socio-cultural environment offers many interesting insights into the changing tastes
and preferences of the urban and semi-urban Indian consumer. There is a large rural
market consisting of nearly 720 million consumers, spread over more than 600,000
villages. India‘s consumers are young: 70% of the country‘s citizens are below the age of
36 and half of those are under 18 years of age. These people have deep roots in the local
culture and traditions, yet are eager to get connected with and know the outside world.
According to a DSP Merrill Lynch report, the key factor providing a thrust to the retail
boom in India is the changing age profile of spenders. A group of 7 million young
Indians in their mid-twenties, earning over US $5000 per year is emerging every year.
This group constitutes people who are enthusiastic spenders and like to visit new format
retail outlets for the convenience and time-saving they offer. Malls are also being
perceived as not just places for shopping, but for spending leisure time and as meeting
places. There has been an emergence of a combination of the retail outlet and
entertainment centres having multiplexes, with food courts and video game parlours. But
there are some pitfalls too. For instance, organized retailing in India has had to deal with
the misconception among middle-class consumers that the modern retail formats being
air-conditioned, sophisticated places are bound to be more expensive.
The supplier environment probably offers the biggest constraint on the growth of the
retailing industry in India. Reaching India‘s consumers cost effectively is a distribution
nightmare, owing to the sheer geographical size of the country and the presence of
traditional, fragmented distribution and retailing networks and erratic logistics. For
instance, the apparel segment that is one of the two top segments, the other being food,
have had to invest in back-end processes to support supply chains. Supply chain
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management and merchandising practices are increasingly converging and apparel
retailers are establishing collaborations with their vendors. Another area of concern is the
severe shortage of skills in retailing. Human resource development for the retailing
industry has picked up lately but may take time to fill the gap caused due to the shortage
of personnel. The technological environment for the organized retailing industry
straddles many areas such as IT support to supply chain management, logistics, and
transportation and store operations. Some global retailers have demonstrated that an
innovative use of technology can provide a substantial strategic advantage. The large
number of store items, the diversity of sourcing and the gigantic effort required to
coordinate actions in a large retail context is ideal for using IT as a support function. For
instance, an innovative use of IT can help in a wide variety of functions such as quick
information processing and timely decision-making, reduction in processing costs, real-
time monitoring and control of operations, security of transactions and operations
integration.
The availability of supply chain management, customer relationship management and
merchandising software can help much while performing activities such as ordering and
tracking inventory items, warehousing, transportation and customer profiling. Overall,
the Indian scenario offers an interesting mix of possibilities and challenges. A successful
model of large-scale retailing appropriate for the Indian context is yet to emerge. The
modern retail formats accepted globally are in the process
Implementation and their acceptability is yet to be established.
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1.2 Different Segments in Retail Industry
The retailing sector of India can be split into two segments. They are the informal and the
formal retailing sector. The informal retailing sector is comprised of small retailers. For
this sector, it is very difficult to implement the tax laws. There is widespread tax evasion.
It is also cumbersome to regulate the labour laws in this sector. As far as the formal
retailing sector is concerned, it is comprised of large retailers. Stringent tax and labour
laws are implemented in this sector. If the retail industry is divided on the basis of retail
formats then it can be split into the modern format retailers and the traditional format
retailers. The modern format retailers comprise of the supermarkets, Hypermarkets,
Departmental Stores, Specialty Chains and company owned and operated retail stores.
The traditional format retailers comprise of Kiranas, Kiosks, Street Markets and the
multiple brand outlets. The retail industry can also be subdivided into the organized and
the unorganized sector. The organized retail sector occupies about 3% of the aggregate
retail industry in India.
1.2.1Size and contribution of the retail industry in India
In terms of value, the Indian Retail industry is worth $300 billion. Its contribution to the
Gross Domestic Product is about 10%, the highest compared to all other Indian
Industries. The retail sector has also contributed to 8% of the employment of the country.
The organized retail sector is expected to triple its size by 2010. The food and grocery
retail sector is expected to multiply five times in the same timeframe. The major reason
behind the low participation in the Indian retail sector is the need for lumpy investments
that cannot match up their break even points. The government policies are being revised
from time to time to attract investments in this sector. Firstly the organized retail sector in
India has a very low contribution to the entire retail sector in the country. Hence there is
ample scope for the new players to achieve success in the backdrop of soaring disposable
income of the upcoming generation. Secondly, not only have the incomes increased but
there has been a sea change in the preferences of the consumers. These factors have acted
as a stimulus for the ushering of foreign players retailing in apparels, accessories,
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electronic appliances etc. Large shopping malls have already mushroomed in the
metropolitan cities. There still lies untapped potential in the Indian Retail Market.
The retail industry continued in India in the form of Kiranas till 1980. Soon, following
the modernization of the retail sector in India, many companies started pouring in the
retail industry in India like Bombay Dyeing, Grasim etc. As has been mentioned earlier
the retail sector in India can be widely split into the organized and the unorganized sector.
The unorganized sector is predominant. We may discuss in detail the different divisions
of the retail sector in India.
1.2.1.1 Unorganized Retail Sector
The unorganized retail sector basically includes the local kiranas, hand cart, the vendors
on the pavement etc. This sector constitutes about 95% of the total retail trade. But
Foreign Direct Investment in the retail sector is expected to shrink the employment in the
unorganized sector and expand that in the organized One.
1.2.1.2 Organized Retail Sector
In the organized sector trading is undertaken by the licensed retailers who have registered
themselves to sales as well as income tax. The organized retail sector have in their ambit,
corporate backed hypermarkets and retail chains. The private large business enterprises are
also included under the organized retail category. The organized retail sector can be
further subdivided into:
1.2.1.3 Instore Retailers
This type of retail format is also known as the brick and mortar format. These retail stores
are in the form of fixed point sale outlets. They are specially designed to lure the
customers. There are different types of stores through which the instore retailers operate.
Branded Stores appear in the form of exquisite showrooms. Here the total range of a
particular brand is available and the quality of the product is certified by the government.
There are also multi brand specialty stores that sell a series of brands so that the
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consumer can choose from the wide array of brands. Department stores have a large
number of brands and products catering to all basic needs to luxurious items as well.
Supermarkets are basically self service retail stores. Discount Stores offer commodities at
reduced prices. In Hyper Marts customers have wide variety of products to choose from
and they are also available at discounted rates. Convenient stores are located in prominent
places within the reach of majority of the customers and do not operate in stringent work
hours. Shopping Malls are a storehouse of a large variety of retail shops situated close to
each other.
1.2.2 Organized retailing: Advantages to Indian economy
1.2.2.1 Organized retail will result in a complete revamp of the agricultural
A study by CRISIL has estimated a current annual total loss of about Rs. 1,000 billion in
the agricultural supply chain, 57 per cent of which is due to avoidable wastage and the
rest due to avoidable costs of storage and commissions (CRISIL Research, June 2007).
Organized retailers have already started procuring fruit and vegetables from farmers
directly bypassing the various intermediaries who add more costs than value to the food
chain. They are investing heavily on logistics in the form of centralized warehousing and
distribution centres, transport and cold storage, either directly or through engaging third
party logistics companies.
1.2.2.2 Boost to Exports:
Some of the international retailers that have plans for India in the future have already
developed suppliers in the country and have started exporting from India. For example,
Wal-Mart exported an equivalent of US$ 600 million, and IKEA about 380 million Euros
from India in 2006-07.
1.2.2.3. Organized retailer will work with farmers to:
(i) improve yields by enabling them to obtain quality input supplies;
(ii) Adopt superior farm technology and practices; and
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(iii) Access timely credit at reasonable rates.
1.2.2.4. Small-scale manufacturers
They will be the major beneficiaries of private labels.
1.2.2.5. Organized retail„s direct purchase
Organized Retail directly purchase from farmers and other suppliers‘ compresses the
supply chain and eliminates a large number of intermediaries and hence can offer
consumers a lower price than the traditional channels.
1.2.2.6 Unorganized retailers normally do not pay taxes
Organized Sector is exempted from taxes and most of them are not even registered for
sales tax, VAT, or income tax. Organized retailers, by contrast, are corporate entities and
hence file tax returns regularly.
1.3 Retail Formats in India
The retail formats in India can be categorized into the traditional and the modern forms.
The traditional format includes Kiranas, street markets, kiosks and multiple brand stores.
The modern format, on the other hand includes supermarkets, hypermarkets, department
stores and specialty chains. In discussing about the structure of the retail sector in India
we cannot forgo forecourt retailing and trade parks.
1.3.1 Trade parks
Trade parks are basically business complexes that promote international trade. The global
players here have access to the top Indian exporters. To the buyers this would prove to be
a boon since they do not have travel to far off towns to enter into business deals with the
exporters, especially in places where infrastructure is very poor. By this the exporters not
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only enhance their visibility but they also enjoy a host of other advantages. They can
design libraries, studio etc, in order to attract potential customers.
1.3.2 Malls:
The largest form of organized retailing today. Located mainly in metro cities, in
proximity to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They
lend an ideal shopping experience with an amalgamation of product, service and
entertainment, all under a common roof. Examples include Shoppers Stop, Pyramid, and
Pantaloon.
1.3.3 Specialty Stores:
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword,
RPG's Music World and the Times Group's music chain Planet M, are focusing on
specific market segments and have established themselves strongly in their sectors.
1.3.4 Discount Stores:
As the name suggests, discount stores or factory outlets, offer discounts on the MRP
through selling in bulk reaching economies of scale or excess stock left over at the
season. The product category can range from a variety of perishable/ non perishable
goods
1.3.5 Department Stores:
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs.
Further classified into localized departments such as clothing, toys, home, groceries, etc.
Departmental Stores are expected to take over the apparel business from exclusive brand
showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which started
in Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India and
even has its own in store brand for clothes called Stop!.
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1.3.6 Hyper marts/Supermarkets:
Large self service outlets, catering to varied shopper needs are termed as Supermarkets.
These are located in or near residential high streets. These stores today contribute to 30%
of all food & grocery organized retail sales. Super Markets can further be classified in to
mini supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging
from of 3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal
sales.
1.3.7 Convenience Stores:
These are relatively small stores 400-2,000 sq. feet located near residential areas. They
stock a limited range of high-turnover convenience products and are usually open for
extended periods during the day, seven days a week. Prices are slightly higher due to the
convenience premium. Multi Brand outlets, also known as Category Killers, offer several
brands across a single product category. These usually do well in busy market places and
Metros.
1.4 Policy and Regulatory Environment
The Government is progressively undertaking reforms and liberalizing this sector;
thereby attracting significant foreign investments. The regulatory and supervisory
policies are being reshaped and reoriented to meet the new challenges and opportunities
in this sector. To facilitate the easier inflow of foreign direct investments, instead of
having to seek Foreign Investment Promotion Board (FIPB) approval, FDI up to 100 per
cent is allowed under the automatic route for cash and carry wholesale trading and export
trading. FDI up to 51 per cent is allowed, with prior Government approval for retail trade
in ‗single brand‘ products with the objective of attracting investment, technology and
global best practices and catering to the demand for such branded goods in India. This
implies that foreign companies can now sell goods sold globally under a single brand,
such as in the case of Reebok, Nokia and Adidas. However, retailing of multiple brands,
even if the goods are produced by the same manufacturer, is presently not allowed.
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Relaxation of FDI restrictions in retail are being vigorously pursued by business and
trade coalitions, however it is unlikely that the FDI policy in retail is going to be
reviewed any time soon. Efforts are also being undertaken by the Government to
remove impediments being posed by licensing and clearance mechanisms in India with
the aim of introducing a single- window clearance mechanism. This would reduce the
entry and establishment timelines for new players in the market and facilitate easy
procedures in issuance of necessary approvals.
The Government is expected to take a calibrated approach in land and rent reforms to
improve the real estate regulatory environment and facilitate easy access to retail space
for international investors. The Government is releasing large tracts of unused land for
retail development in the Mumbai and NCR regions. This is soon to be followed by other
state governments, with the respective Governments benefiting from the access to
impressive revenues from land sales and tax collections from retail developments.
Solutions to problems related to the lease rentals and pro-tenancy laws, which
significantly deter international investors, are being pursued by the Government, with
initiatives like Special Economic Zones (SEZs), allotment of Government controlled land
etc. Value Added Tax (VAT) has been introduced and implemented in most states and
territories, and many industry verticals to resolve the multiple taxation issue and maintain
uniform prices across regions. The Agricultural Produce Marketing Committee Act
(APMC), which curtails direct sourcing of agriculture produce (grocery, food grains) is
proposed to be amended soon, with a Draft Model Act being legislated by the
government. The new act promotes direct marketing to corporate investors, setting up of
farmers/consumers market and contract farming. Contract farming is already being
pursued in certain states with players like Pepsi Co. forging alliances with local farmers
in Gujarat for direct procurement of raw materials.
The Government is encouraging the contract farming practice, as it benefits both the
farmers and the corporate retailers, with the former gaining access to better prices and the
latter to a steady supply source. The Government is currently considering modernizing
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and developing eight strategically located mandis with cold storage, sorting and grading
facilities made available as a part of the infrastructure services.
However, everything is not hunky-dory on the reforms front with the Parliamentary
Standing Committee on Commerce recommending a blanket ban on domestic corporate
heavyweights and foreign majors from entering retail trading in grocery, fruits and
vegetables. The committee also wants the government to stop issuing further licenses for
the cash and carry format. It is unlikely that the FDI policy in the retail sector is going to
be reviewed any time soon. Currently, foreign investment in multi-brand retailing is not
permitted but, FDI up to 51% is allowed in the retail trade of single-brand products and
up to 100% is allowed in cash and carry trading.
In a report on the retail sector, the committee has argued that the cash and carry licenses
issued to international retailers or to a joint ventures between Indian companies and
foreign retailers is a "mere camouflage for doing retail trade through backdoor." Several
foreign retailers like Wal-mart, Metro and Booker are already present in the cash and
carry format and several others including Tesco and Carrefour are also keen to be present
in India. The committee has compiled the report after taking inputs from the Department
of Industrial Policy and Promotion in the commerce and industry ministry, Department of
Consumer Affairs, Department of Agriculture and Department of Higher Education. It is
also against allowing single-brand foreign firms to operate in India. According to the
panel, the provision of single brand retailing is not strictly adhered to and shops in malls
are selling other branded items along with the brand for which they have permission. The
committee also feels the government must ensure a policy to relocate or re-employ
people who are dislocated due to the opening up of big malls in the vicinity of their
shops.
The parliamentary panel has also recommended the setting up of a Retail Regulatory
Authority, to act as a nodal agency. Also, it wants the government to come out with a
National Shopping Mall Regulation Act. In 2008, the Indian Council for Research on
International Economic Relations (ICRIER), which was asked by the government to
assess the impact of large retailers on unorganized players, had submitted its report.
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According to that report, unorganized retailers in the vicinity of organized retailers
experienced a decline in their volume of business and profit in the initial years after the
entry of large and organized players but the adverse impact on sales and profit of the
small retailers weakens over time. It is pretty clear why sections in the government have
reservations about foreign majors entering India‘s wholesale and retail markets. Food and
beverages constitute more than 70% of India‘s retail sector and it is perceived that the
entry of foreign majors will displace millions of small retailers in India, thus affecting the
ruling parties‘ chances in elections. There is one clear loser if the cash and carry players
succeed and prosper in India. The state-level APMC markets set up under the law to
conduct the sale of farm produce in the wholesale markets, lose their monopoly status. In
each of the states, where the farm produce marketing laws have not been amended, an
APMC is the only channel through which farmers can sell food grains, fruits and
vegetables to intermediaries and traders. In most cases, these transactions are held under
fairly opaque conditions and the farmer, with no staying power and no option either, is
the loser. Indeed, when the cash and carry businesses are allowed to purchase directly
from farmers, the state-owned APMCs and the state bureaucrats lose whatever clout they
still enjoy among farmers but nobody should mourn that loss, nor should the pressure
exerted by the entry of cash and carry businesses on big retailers should be any cause of
concern for anyone.
1.5 Reasons behind retail growth:
Consumer Spending has risen sharply at 75% as the youth population (more than
33 percent of the country is below the age of 15) has seen a significant increase in
its disposable income
Retail industry in India is expected to rise 25% yearly being driven by strong
income growth, changing lifestyles, and favourable demographic patterns.
India‗s retail still unexploited and under penetrated
Easy availability of credit, and large scale real estate developments were fuelling
the growth of India‗s approximately USD 25 billion organized retail market
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Ever-expanding middle- and upper-class consumer base, there will also be
opportunities in India‗s tier II and tier III cities
The greater availability of personal credit
The terms commonly used include ―billion-plus population, ―a middle class
consisting of hundreds of millions, ―rapidly-growing income and consumption
India has had one of the consistently highest GDP growth rates of the last few
years.
Newer opportunities such as airport real estate are emerging with the upgrade of
the major and secondary airports, as well as a change in government policy
allowing expansion of retail activity at airports.
1.6 Several challenges:
Foreign investment is allowed in retail operations only up to a limit of 51 per cent
foreign equity, and only in businesses that are selling a single brand (brands such
as Louis Vuitton, and most recently Marks and Spencer, have taken advantage of
this route).
The industry is facing a severe shortage of talented professionals, especially at
the middle-management level.
Lack of adequate infrastructure with respect to roads, electricity, cold chains and
ports has further led to the impediment of a pan-India network of suppliers. Due
to these constraints, retail chains have to resort to multiple vendors for their
requirements, thereby, raising costs and prices.
Even though the government is attempting to implement a uniform value-added
tax across states, the system is currently plagued with differential tax rates for
various states leading to increased costs and complexities in establishing an
effective distribution network.
Stringent labor laws govern the number of hours worked and minimum wages to
be paid leading to limited flexibility of operations and employment of part-time
employees.
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Multiple clearances are required by the same company for opening new outlets
adding to the costs incurred and time taken to expand presence in the country.
Government restrictions on the FDI are leading to an absence of foreign players
resulting into limited exposure to best practices.
Non- availability of government land and zonal restrictions has made it difficult
to find a good real estate in terms of location and size. Also lack of clear
ownership titles and high stamp duty has resulted in disorganized nature of
transactions.
1.7 Major expansion plans in retail sector:
Marks & Spencer Reliance India is planning to open 35 more stores over the next
five years, according to Mark Ashman, CEO of the company. The 51:49 joint
venture between UK‗s Marks and Spencer and Reliance Retail Ltd already has 15
stores in India.
Carrefour SA, Europe‗s largest retailer, may start wholesale operations in India by
2010 and plans to set up its first cash-and-carry outlet in the National Capital
Region. Currently, Carrefour exports goods worth US$ 170 million from India to
Europe, UAE, Indonesia, Europe, Thailand, Singapore and Malaysia.
Mahindra Retail, a part of the US$ 6.7-billion Mahindra Group, plans to invest
US$ 19.8 million by 2010 to step up its specialty retail concept 'Mom and Me'.
Pantaloon Retail India (PRIL) plans to invest more than US$ 103.3 million to
expand its seamless mall Central and the value fashion format Brand Factory over
the next two years.
Bharti Retail has introduced eight Wal-Mart private labels—including two of its
largest
Italian sportswear brand Lotto will launch two new footwear brands Sabots and
Calcetto in the country in the next few weeks. The plan is to have at least 50
exclusive outlets by March 2010.
Steel players such as JSW Steel and Essar Steel are increasing their focus on
opening up more retail outlets pan India. JSW Steel currently has 50 such steel
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retail outlets called JSW Shoppe and is targeting to increase it to 200 by March
2010. Similarly, Essar Steel also has such retail outlets called Essar hypermarts.
With a total 150 such outlets currently, this segment contributes to about 20-25
per cent to the Essar‗s total revenue.
EBONY Homes, the home furniture retail arm of the US$ 3 billion DS
Constructions, has plans to invest US$ 25.1 billion to set up a chain of 20-25
furniture stores styled Ebony Gautier across the country by March 2012.
Gujarat Co-operative Milk Marketing Federation (GCMMF), which owns and
markets Asia's largest dairy brand, Amul, plans to add 6,000 Amul retail parlours
across the country in FY 2009.
Many major international brands are also looking for a foothold in India. The
brands planning an India entry include The Pizza Company and Spicchio Pizza
(both pizza chains from Thailand), Coffee Club from Australia, Japanese brand
Lolita Fashion, Revive Juice Bars from the UK, Mrs Fields Cookies and Jamba
Juice from the US, and French fashion brand Jules.
Retail brands such as United Colors of Benetton, Tommy Hilfiger and Puma are
opening factory outlets to sell excess stock and woo the price-conscious buyers.
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CHAPTER 2
INDIAN APPAREL RETAIL INDUSTRY
2.1 Overview of Retail Industry
Indian apparel industry contributes about 14 per cent to industrial production, 4 per cent
to the country's gross domestic product (GDP) and 16.63 per cent to export earnings.
Nearly 40 per cent of the textiles produced in the country is exported and the textiles
sector is the biggest employment generator after agriculture. The sector is expected to
generate 12 million new jobs by 2010. The sector targets US$ 6 billion foreign direct
investment (FDI) by 2015 to be invested in green field units in textiles machinery, fabric
and garment manufacturing, as well as technical textiles.
India has made inroads into the markets of its key competitors which include Asian
countries such as Sri Lanka, Bangladesh, Vietnam and Cambodia. The Indian textile and
apparel industry is taking a new course by entering the Chinese market. Most of the top
global apparel retailers, such as JC Penny, Nautica, Docker and Target, have their
sourcing network in India. Indian textiles and apparel exports, which is worth US$ 22
billion, is expected to register a four-fold increase to touch US$ 90 to 100 billion in the
next 25 years.
The Indian apparel industry also has a vast existence in the economic life of the country.
It plays a critical role in the economic development of the country with its contribution to
industrial output, export earnings of the country and the generation of employment. The
Indian apparel industry has seen remarkable changes in the past few years and it is also
one of the India's largest foreign exchange earners. Embroidery being the traditional art
form of the country has contributed hugely for apparel industry. Indian 1embroidery
market stands out as being extraordinary in the international markets.
1 http://sourcing.indiamart.com/apparel/apparel-industry/embroidery-market/
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2.1.1 Technical Textile Segment
Technical textiles segment is expected to employ over 300,000 additional workers
increasing the total employment in the sector to 1.2 million by the year 2012. The
Government has set up four Centres of Excellence (COEs) for Meditech, Agrotech,
Geotech and Protech group of technical textile, providing one-stop facilities for testing,
human resource development and research and development.
2.1.2 Government Initiative
The Government has announced the release of a subsidy of US$ 533.87 million for the
textile industry under the Technology Upgradation Fund scheme (TUFs). The
government extends 10 per cent capital subsidy and 5 per cent interest subsidy on
installation of machineries and for processing machinery under the TUFS. A 41-member
Working Group has also been announced to be set up with a National Fibre Policy, to
ensure self-sufficiency in fibre consumption and export requirements in India. The
Textiles Committee has also been reconstituted in order to ensure standard quality of
textiles both for internal marketing as well as exports. The committee will also establish
laboratories and test houses for testing of textiles. In addition, an online marketing and
sales portal has also been launched by the textile minister. The e-marketing platform,
developed by the Central Cottage Industries Corporation of India and the Handicraft and
Handlooms Export Corporation of India, will host more than 1,000 wide ranging
handicrafts and handlooms products. It will also provide online services, such as e-
payment facility through major debit/credit card as well as online tracking of the
shipment. Moreover, the Ministry of Textiles is considering setting up textile parks at
Vidarbha and Marathwada, the largest cotton growing regions in Maharashtra. Currently
seven textile parks are already in various stages of completion in Maharashtra.
2.1.3 Advantage India
India offers cheaper production and marketing costs and enormous opportunities that
have tempted Taiwanese companies to work on joint ventures with Indian companies,
especially for the manufacture of manmade fabrics. Several European textile and textile
machinery manufacturing companies have shown interest in sourcing garments from
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India. Textile companies were keen to set up base in India due to the cheap labour
available here. India offers various incentives like low-cost labour and intellectual right
protection to foreign investors. The country allows 100 per cent FDI in the textiles sector.
2.1.4 Investments
According to the Minister for Textiles, around US$ 5.14 billion of foreign investment is
expected to be made in India in the textile sector over the next five years. Indian textile
companies are expanding their manufacturing facilities to industrial fabrics to tap new
customers in the construction, automobiles and healthcare sectors, who are currently
importing these products. Also, some of the major global luxury apparel retailers are
eyeing markets like India. According to industry analysts, the market for luxury and
premium brands in India is estimated at about US$ 1.3 billion - US$ 1.5 billion and
growing at about 25-30 per cent.
Retail apparel firm Koutons India plans to open 100 new stores by fiscal.
Alok Industries, S Kumars Nationwide, Jindal Cotex and SRF are keen to expand
their footprint.
Ludhiana-based Jindal Cotex is investing US$ 49.6 million in two units in
Himachal Pradesh to make medical and industrial textiles.
S Kumars Group projects to invest 10 billion rupees over the next 5 years to set
up new technical textiles facilities in India. It will introduce three international
brands by the end of this fiscal.
Tyre cord maker SRF Ltd is setting up a plant for laminated fabrics in Kashipur in
Uttarakhand.
Raymond Ltd is planning to target revenues of US$ 42.69 million with the launch
of 300 more retail shops by March 2011.
World's leading lingerie brand, Triumph International, plans to invest over US$
216.75 million in India to open 12 more flagship outlets and 30 additional EPS
(Exclusive Partner Stores) during the year.
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2.1.5 Exports of Apparel
The Indian domestic and export markets for textile and apparel are expected to grow at
6.5% and 12% Compounded Annual Growth Rate (CAGR), respectively, a leading
consultancy firm said. Driven by favourable demographic factors, rise in disposable
incomes and a shift towards branded apparel, the domestic textile and apparel market was
slated to grow at 6.5% CAGR, according to ―CII-Ernst and Young Textile and Apparel
Report-2007-India In the Global Textiles Ecosystem. A 12% CAGR was expected in
exports with international retailers looking at India as the best alternative to China for
sourcing of apparel. The report identified ‗sourcing´ as a huge opportunity. The market
size in 2008 was $22-25 billion and projected to grow to $35-37 billion in 2011.This was
largely attributed to the end of the Multi Fibre Agreement, which has triggered growth in
the quantum of sourcing of the top global retailers from India. India has several
advantages in terms of abundant supply of cotton and man-made fiber, mature and well-
established production base, cheap and skilled labour and good design capabilities.
Besides this, government incentives to exporters and entry of foreign retailers into the
Indian market would also act as a fillip to retail sourcing from India, the report said.
2.1.6 Foreign Direct Investment
The Department of Industrial Policy & Promotion issues the guidelines for Foreign Direct
Investment in India.FDI upto 51% has been allowed in retail trade of ‗single brand‘
products with prior government approval and under certain condition. Products to be sold
should be of a ‗single brand‘ only. Products should be sold under the same brand
internationally. ‗Single Brand‘ product retailing would cover only products that are
branded during manufacturing. For example: an umbrella brand like ‗Christian Dior‘
would not be allowed to stock different brands like j‘adore, Pure Passion and Dior Addict
in one store currently permitted routes for foreign direct investment
2.1.7 Franchising
Rights are granted by one party to another for some stipulated amount of money
Franchisee is allowed to conduct business using Franchiser‘s know how and
brand name
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2.1.8 Cash & Carry (Wholesale Trade)
Allowed 100% FDI under the automatic route by FIPB, model is designed in a
way that the wholesaler deals with small retailers.
2.1.9 Joint Venture
International brands provides equity and support to a local Indian entity
Share of the foreign player is restricted to 49%
2.1.10 Distribution
International Player sets up a distribution office in India and supplies products for
sale to local retailers
Can also set up franchised outlets for brands
2.2 Various distribution channels in Apparel Industry
2.2.1 Multi-Brands Outlets‟ or Shopping Malls Organization
It sells apparels to multi-brand outlets, which in turn sell them through large retail space
MBO‘s are located in prime locations of the various cities and towns ensuring maximum
reach MBO‘s are chain of shopping malls having a presence in more than one location
Realization from this channel is lower than those earned by selling to the retailers; as
MBO‘s keep higher margins because their costs are higher. Some of the major players in
this channel of distribution:-»
Shopper‘s Stop
Pantaloon Retail
Westside (Trent)
Globus Pyramid Retail
Reliance Retail
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2.2.2 Owned Stores / Exclusive Brand Outlets
Some of the Players following this channel
Provogue
Raymonds
Madura Garments
Arvind Brands
Zodiac Clothing
Century Textiles
2.2.3 Distributors
This channel involves two middle agencies between the seller and the end-user
Organization sells it to the distributor, who in turn sells to the Retailers or MBO‘s
Realization from this channel are low
2.2.4 Discount Stores
For selling apparels at lower prices to attract larger volumes
Used for selling apparels with minor defects or for selling slow moving stocks
Low realization from this channel as garments are old-fashioned or sold at low
prices for gaining big volumes
2.2.5 Retailers
Company sells garment to Traders or Commission Agents
Greater reach of the distribution channel
Creation of a middle agency between the organization and the end-user
Lower realizations from this channel
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2.4 The female consumer in clothing retail
Interaction
Table 2.4 Conceptual Framework of the influence of the sales assistant
on consumers‟ purchasing behavior
Female clothing
Consumer
Clothing Sales assistant:
Approach Consumer
Behaviour
Characteristics
Appearance
Appearance
Expectations of
clothing sales
assistant
Perception of
clothing sales
assistant
Emotions of consumers
Purchasing decision
Retailer losing
purchases
Retailer gaining
purchases
No influence on
purchasing behavior
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2.5 Buying decision making process
Five Stage Model of the Consumer Buying Process
These basic psychological processes play an important role in understanding how
consumers actually make their buying decisions. Marketers must understand
every facet of consumer behavior.i
Marketing scholars have developed a ―stage model‖ of the buying decision
process. The consumer passes through five stages:
1. Problem reorganization
2. Information Search
3. Evaluation of alternatives
4. Purchase decision
5. Post purchase behavior
Problem
Recognition
Information
Search
Evaluation of
Alternatives
Purchase
Decision
Post purchase
Behavior
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But consumer does not always pass through all five stages in buying a product.
They may skip or reverse some stages.
1. PROBLEM RECOGNIZATION
The buying process starts when the buyer recognizes a problem or need.
The need can be triggered by internal or external stimuli.
Marketers need to identify the circumstances that trigger a particular need
by gathering information from a number of consumers. They can then
develop marketing strategies that trigger consumer interest.
2. INFORMATION SEARCH
Of key interest to the marketer are the major information sources to
which the consumer will turn and the relative influence each will have
on the subsequent purchase decision. These information sources fall
into four groups:
Personal: Family, friends, neighbors
Commercial: Advertising, Web sites, displays
Public: Mass media, consumer-rating organizations
Experiential: Handling, examining, using the product
Successive Sets Involved in Consumer decision making
Pepe Jeans
Levi’s
Lee
DJ & C
Westside
Pantaloons
Pepe Jeans
Levi’s
Lee
Pepe Jeans Pepe Jeans
Levi’s
Lee
DJ & C
Pepe Jeans
Levi’s
Lee
DJ & C
Spykar
Westside
Zola
Pantaloons
Total Set Awareness Set Consideration Set Choice Set Decision
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Through gathering information, the consumer learns about competing
brands and their features. The first box in figure shows the total set of
brands available to the consumer. The individual consumer will come
to know only a subset of these brands (awareness Set). Some brands
will meet initial buying criteria (consideration Set). As the consumer
gathers more information, only a few will remain as strong contenders
(Choice set). The consumer makes a final choice from this set.
3. EVALUATION OF ALTERNATIVES:
Some basic concepts will help us understand consumer evaluation
processes:
I. The consumer is trying to satisfy a need.
II. The consumer is looking for certain benefits from the product
solution.
III. The consumer sees each product as a bundle of attributes with
varying abilities for delivering the benefits sought to satisfy
their need.
4. PURCHASE DECISION:
In the evaluation stage, the consumer forms preferences among the
brands in the choice set. The consumer may also from an intension to
buy the most preferred brand. Purchases of everyday products involve
fewer decisions and less deliberation.
5. POST PURCHASE BEHAVIORS:
After the purchase, the consumer might experience dissonance that
stems from noticing certain disquieting features or hearing favorable
things about other brands, and will be alert to information that supports
his or her decision. Marketing communications should supply beliefs
and evaluations that reinforce the consumer‘s choice and help him or
her feel good about the brand.
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The marketer‘s job therefore does not end with the purchase.
Marketers must monitor post purchase satisfaction, post purchase
action, and post purchase product uses.
2.6 Retail Mix (6ps)
Retail marketing mix is the term used to describe the various elements and methods
required to formulate and execute retail marketing strategy.
Retail managers must determine the optimum mix of retailing activities and co-ordinate
the elements of the mix.
The aim of such coordination is for each store to have a distinct retail image in
consumers‘ mind.
The mix may vary greatly according to the type of market the retailer is in, and the type
of product/services.
While many elements may make up a firm‘s retail marketing mix, the essential elements
may include:
1. Store location(Place)
2. Merchandise assortment(Product)
3. Pricing(Price)
4. Communication with customers(Promotion)
5. Store ambience(Presentation)
6. customer service(Personal)
PLACE:
The location of a store and the distance that the consumer must travel to shop
there are basic criteria in their store choice decisions.
Today, suburban sprawl, greater driving distances, the appearance of new
warehouse retail formats that are often located in large spaces away from
residential areas, and online retailing have made location somewhat less central as
a store choice criterion.
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Consumers‘ store choice may be based on different criteria depending upon the
nature of the trip. For instance, small basket, fill-in trips are very unlikely to be
made to distant or inconvenient locations. And, retailers in some formats, like
convenience, drug, or supermarket have less flexibility in their location decision
than mass merchandisers or warehouse clubs.
although location no longer explains a major portion of the variance in
consumers‘ choice of stores, it is a key component in consumer‘s assessment of
total shopping costs and is still important for retailers who wish to get a
substantial share of wallet from fill-in trips and small basket shoppers.
PRODUCT:
One specific aspect of the retailer‘s assortment strategy, brand assortment, has
become particularly important in the last decade as a tool for retailers to influence
their image and develop their own brand name. Most retailers carry manufacturer
brands, but, increasingly, they also offer private label products.
Provide a broad assortment of products. Keep major nationally visible brands;
ensure product quality in terms of ingredients and packaging; have a section
devoted to unique merchandise. This strategy can be summarized as wide and
deep assortment with niche merchandise.
PRICE:
No matter how the characteristics of the consumer, product, store, or purchase
situation might differ, price represents the monetary expenditure that the
consumer must incur in order to make a purchase. From the vast literature on
pricing, we highlight three areas that are of direct relevance to consumers‘ image
and choice of retailers. A retailer‘s price image should be influenced by attributes
like average level of prices, how much variation there is in prices over time, the
frequency and depth of promotions.
A retailer‘s price format, which is on a continuum between EDLP (Every Day
Low Price) and HILO (High-Low Promotional Pricing), also influences
consumers‘ store choice and shopping behavior.
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―Large basket shoppers‖ prefer EDLP stores whereas ―small basket shoppers‖
prefer HILO stores. The intuition behind the finding is straight-forward. Large
basket shoppers are captive to the pricing across a large set of product categories
at a time and do not have the flexibility to take advantage of occasional price
deals on individual products. They therefore prefer EDLP because it gives them a
lower expected price for their shopping basket. Small basket shoppers, on the
other hand, can take advantage of variations in prices of individual products and,
by buying on deal, can lower their basket price even if average prices in the store
are high.
PROMOTION:
The third research area studies whether retailer price promotions result in store
switching by consumers.
Retail promotions in any one category do not directly influence a consumer‘s
store choice decision, but they indirectly affect where the category is purchased.
Consumers typically shop in more than one store. They may purchase a promoted
product in the store they happen to be visiting whereas they would otherwise have
purchased it in another store. This also reiterates the important moderating effect
of in-store atmosphere. The impact of promotions will be higher in a pleasant
atmosphere because the longer consumers stay in a store, the more likely they are
to notice promotions and buy more than planned during the shopping trip.
PERSONAL:
Retailers should use relationship marketing to ensure that their customers become
their advocates. The concept of “Subjective Norm” is an important store choice
variable for apparel shoppers. Retailers must ensure positive word of mouth by
encouraging customer feedback and excellent service.
The manufacturers‘ warrantees/guarantees must be honored to build trust.
Customers should be encouraged to give their feedback on products and the
store‘s services. The store could provide telephonic and on-line feedback facilities
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(these should be mentioned on the invoice and in the store). Store clerks need to
be trained in handling post-purchase customer behavior. For certain product
categories, a no questions asked policy could be considered for return of goods.
The retailers should provide product warranties over and above that provided by
the manufacturer. For chain stores, the customer should have the option of
exchange/return at any store across the country. These steps will ensure customer
loyalty and a positive word-of-mouth.
PRESENTATION
It tells about the arrangement of the appeals in the store and how store is look
like. Presentation is all about Retail design. The elements of presentation are store
theme, store atmosphere, lighting, store Image, aesthetic, layout, display,
marquee, frontage, space arrangement , graphics and signage, color , textures and
fixtures ,mannequins etc.
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Chapter 3
Consumer Buying Behaviour in Apparel Industry
3.1 Defining Consumer Buying Behaviour
Consumer Buying Behaviour is the behaviour that a consumer display while buying the
product or a service. Each and every consumer has his/her own buying behaviour that he
displays it during purchase of different products. This behaviour displayed by the
consumer is the result of a number of influences which he/she receives from the
environment. These influences can be categorized into four factors viz. Cultural factors,
Social factors, Personal factors and Psychological factors.
3.1.1 Cultural Factors
Culture, subculture and social classes are particularly important in buying behaviour.
Culture is the fundamental determinant of a person‘s wants and behaviour. Each culture
consists of smaller subcultures that provide more specific identification and socialization
of its members. Subculture includes nationalities, religions, racial groups and geographic
regions.
3.1.2 Social Factors
In addition to cultural factors a consumer‘s behavior is influenced by such social factors
as reference groups, family and social roles and statuses. A person‘s reference group
consists of all the groups that have a direct (face to face) or indirect influence on the
person‘s attitudes or behavior. Groups that have direct influence on a person is called as
membership groups. Some membership groups are also called as primary groups, such as
family, friends, neighbors and coworkers with whom the person interacts fairly
continuously and informally. People also belong to secondary groups such as religious,
professional and trade union groups which tend to be more formal and require less
continuous interaction. Aspirational groups are those a person hopes to join; dissociative
groups are those whose values and behavior an individual rejects. The family is the most
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important consumer buying organization in society, and family members constitute the
most influential primary reference group. A person participates in many groups-families,
clubs, organizations. The person‘s position in each group can be defined in terms of role
and status. A role consists of the activities a person is expected to perform. Each role
carries a status.
3.1.3 Personal Factors
A buyer‘s decisions are also influenced by personal characteristics. These include the
buyer‘s age in the life cycle, occupation, economic circumstances, lifestyle and
personality and self concept. People buy different goods and services over a lifetime.
They eat baby food in the early years, most foods in the growing matured years and
special diet in the later years. Occupation also influences consumption patterns. A blue
collar worker may buy work clothes, work shoes and lunch boxes. A company president
may buy expensive suits, air travel and country club membership. People from same
subculture, social classes and occupation may lead quite different lifestyles. A lifestyle is
a person‘s pattern of living in the world expressed in activities, interest and opinions.
3.1.4 Functional Factors
A person‘s Buying choices are also influenced by the functional factors which the brand
or the outlet carries. The functional attributes are the actual function which the brand is
in, which defines the value of the brand in the peoples mind. It includes the price range or
the range which the brand has etc
3.1.5 Psychological Factors
A person‘s buying choices are influenced by four major factors viz. motivation,
perception, learning, believes and attitudes
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3.2 Importance of Consumer Buying Behavior
The study of consumer behavior focuses on how individuals make their decisions to
spend their available resources (time, money, effort) on consumption related itemsor
consumption related aspects (What they buy? When they buy? How they buy?).It also
study of individuals, or organisations and the processes consumers use to search, select,
use and dispose of products, services, experience, or ideas to satisfy needs and its impact
on the consumer and society. The consumer buying decision has six stages
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Purchase
Post Purchase Evaluation
Buyer behaviour is deeply rooted in psychology with dashes of sociology thrown in just
to make things more interesting. Since every person in the world is different, it is
impossible to have simple rules that explain how buying decisions are made. But those
who have spent many years analysing customer activity have presented us with useful
―guidelines‖ in how someone decides whether or not to make a purchase. The evaluation
of marketing concept from mere selling concept to consumer oriented marketing has
resulted in buyer behaviour becoming an independent discipline.
The growth of consumerism and consumer legislation emphasizes the importance that is
given to the consumer. Some consumers are characterized as being more involved in
products and shopping than others. A consumer who is highly involved with a product
would be interested in knowing a lot about it before purchasing. Hence he reads
brochures thoroughly, compares brands and models available at different outlets, asks
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questions, and looks for recommendations. Thus consumer buying behaviour can be
defined as heightened state of awareness that motivates consumer‘s to seek out, attend to,
and think about product information prior to purchase.
3.3 Consumer Buying Behavior in Apparel Industry
Consumer buying behaviour in apparel industry can be studied on the internal parameters
such as
Cloth Quality
Range of aparels
Colour
Price
Other parameters external parameters could be studied are
Popularity of the brand
Trust in the brand
Impact of any occasions such as Festivals, Birthday, Anniversary, Marriage,
Engagement etc.
Celebrity Endorsement
Promotion
Wide range of Designs
Brand Name
Exhibitions
Launch of new collections
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3.4 Functional attributes of the store attracting the customer and its
effects on apparel retail segment
One of the two attributes of the retail apparel outlet is functional attribute of the store. It
signifies how properly or how efficiently the functions of the store are being managed.
The functional attributes that the apparel retail outlet or store needs to have are as
follows.
Price range: This attribute represents the price range of the product that the store
has. This attribute very well defines the economy of the store or the class of the
store.
Location: This attribute is also very important. This attribute signifies the
location of the store. Some brands open their store at particular location only.
Therefore the consistency in the selection of the location store also helps the
creation in the minds of the customer. The location of the store should be
convenient for the customers that the store wants toi target.
Design availability: This attribute representations the availability of different
styles and design apparels. Consumers can only come to your retail store if they
have huge design set so they can make their own choice among it.
Credit facility: Retailer is providing which credit facilities to make payment. The
types of credits are cash, credit card and debit card.
Range of apparel: Range of apparel is the most important functional attribute in
forming the image in the minds of the customer. The consistency in the range of
the apparel helps the store to make desired particular personality in the minds of
the customer.
Type of apparel: How retailers manage assortment system. Type of apparel
depends on retail format type. Which type of apparels retailer keeps in their store.
For examples, ethnic wear, western, formal, casual, party wear etc.
Store name: The store name is the one of important functional attribute. The
store name gives the unique identity in consumers mind .Through store name only
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consumer can identify the store. And hence which make the impact on consumers
mind
Store size: The store size is also influence the consumer decision for selection of
the brand. The larger the size, the more customer are attracted to store and vice-
versa.
Availability of latest trends: This is also one of the important attribute of the
store. For the store in order to be successful it has to make available the latest
trends in the apparel
Offers and Discounts: Offers and discounts is also one of the functional;
attributes impacting the customers mind. It is one the most important tool for the
attraction of the customer.
Service of the staff: Service of the staff also very well defines the apparel outlet
in the minds of the customer. Satisfactory service is necessary for the outlet to
have positive result in the minds of the customer.
After sales service: After sales service gives guarantee of the service to the
customer after the product is sold. In apparel retail outlet it constitutes the features
replacements, alterations etc.
Loyalty programme: This is one of the functional attribute which has direct
impact on the minds of the customer. It benefits the customer directly, resulting in
the increase loyalty of the customer.
Parking space availability: This is also related to the comfort of the customer
and the concern of the outlet to benefit and to provide ease for the customer
Previous interaction with the outlet: This is also one of the most important
attribute. This attribute can be improved by working on the previous attributes of
the outlet
Knowledge of the staff: Everything depends upon the knowledge of the staff.
Identifying customers and providing the desired can only be done if the staff of
the outlet is knowledgeable.
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3.5 Psychological attributes to attract the customers and the effects on
the apparel retail segment
Layout: Layout of the store particularly affects the minds of the customer. Most
brands have a standard layout for their outlet. Having the standard layout makes
an impression in the minds of the customer. Layout is often design to make an
impression of store personality in the minds of the customer
Architecture of the store: Architecture of the store includes everything
placements of wracks and design of the store etc. It also affects the psychology of
the customers
Symbols: Many branded outlet has symbols identifying the outlet.
Colours: Colours are also important attributes of impacting the customers mind.
Colours develop the image of the store in the minds of the customer. Many brands
have outlets using standard colour to make an impression in the minds of the
customer. Different colours signify different personality. This may be used for the
development of personality of the outlet.
Advertising: Advertising is the most important attribute affecting the Psychology
of the customer. Advertising helps the most in building the personality of the
outlet or the brand
Stores sales personnel: Stores sales personnel also make an important
psychological definition of the outlet. After all it is the personnel which defines
the brand and the business
Mannequins(Display): Mannequins also helps in the process of attracting
customers, as the apparels are displayed with the help of the mannequins
Points of sale material: Points of sale material also impacts the psychology of
the customer
Courteous staff: Courteous staff motivates the customer to make a visit to the
outlet again and again. Staffs are the defining factor of the success or the failure
of the business unit. In apparel industry it becomes extremely important for the
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outlet to have a courteous staff. Courteous staff helps make customer feel good
and relaxed in the outlet
References: References also helps in making the positive psychological effect in
the customers thinking. References can be made possible only if the above
psychological attributes of the outlet are worked upon.
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CHAPTER 4
LITRATURE REVIEW
Sales Promotion Practices in Apparel Retail Sector and
Challenges Ahead
Author : Preeta H. Vyas, IIM A
Publication : W.P.No. 2007-11-02, November 2007.
Objective :
1. To compare usage across exclusive and multi brand outlets
2. To explore rationale behind such activities by examining consumer behaviour
3. To pose challenges ahead
Research Methodology:
Research Instrument: Depth Structure guide
Sampling Method : 6 organized apparel outlet
Area of study : Ahmedabad
Result:
1. Seasonality affects apparel sector and hence it become critical for a retailer to
clear off the stock at the end of season.
Store loyalty cards to reward loyal users and encourage them to visit the store
often and buy more by offering wide range for men, women and children. Some
store also offer home furnishings, accessories and footwear, thereby providing
convenience for one stop shopping.
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All the stores used in store media to announce promotions. However use of mass
media and electronic media varied across the sample under study. Use of only
instore media would restrict the announcement to those who walk into the store. It
can be assumed that only loyal/ frequent visitor would know about the offers.
Whereas variety of media used would enhance footfalls to the store and trigger
word of mouth.
4. In terms of type of consumer sales promotions, almost everyone used discount,
coupon programmes and few used lucky draws, contests, gift, buy one get one
free type of promotions. Only Pantaloon had a unique scheme of an exchange
offer.
5. Use of sales promotion activity has a direct impact on behavior as it motivates a
consumer to buy now rather than buy in future.
Hispanic consumers' shopping orientation and apparel retail store
evaluation criteria: An analysis of age and gender differences
Author(s):
Yoo-Kyoung Seock, (Department of Textiles, Merchandising and Interiors, The
University of Georgia, Athens, Georgia, USA)
Nicki Sauls, (Department of Textiles, Merchandising and Interiors, The
University of Georgia, Athens, Georgia, USA).
Publisher: Emerald Group Publishing Limited
Objective:
1. Investigate Hispanic consumers' shopping orientations and their apparel retail
store evaluation criteria and
2. To examine age and gender differences in their shopping orientations and
retail store evaluation criteria.
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Research design/methodology/approach:
A structured questionnaire was developed to collect data on the variables in the
study. The questionnaire was developed both in English and Spanish. Factor
analysis was employed to identify Hispanic consumers' shopping orientations and
their retail store evaluation criteria. Pillai's trace multivariate analyses of variance
were used to examine the hypotheses.
Results:
Six shopping orientation constructs and three constructs of store evaluation
criteria were identified. The results revealed that males and females have different
shopping orientations and apparel retail store evaluation criteria. Shopping
orientation and apparel retail store evaluation criteria also varied across the age
groups.
Research limitations/implications:
This study has practical implications for apparel retailers regarding how to
position their stores in targeting different groups of shoppers and how to allocate
their resources and promote products. Additionally, the findings of the study will
reveal how to provide an optimal shopping experience to Hispanic consumers so
that apparel retailers can develop localized marketing strategies to target the areas
with a large Hispanic population
Indian Retailing: Shift from Pyramid to Diamonds
Author: Shweta Arora (Lecturer, BLS Institute of Management, Mohan Nagar
Ghaziabad)
Priya Rathi (Lecturer, BLS Institute of Management, Mohan Nagar Ghaziabad)
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Objectives
In this paper an attempt has been made to analyse consumer behaviour with the
changing retail scenario in Delhi and Ghaziabad and explicated the factors
affecting their choices. The specific objectives of the paper are:
To understand the changing behaviour of consumers with the changing retailing
scenario in Delhi and Ghaziabad
To analyze the factors that influence shoppers to visit modern retail stores.
Methodology
The survey is based on interviewing grocery store consumers at Ghaziabad and
Delhi. The data is collected using a random sample of consumers. Consumers
who have significant knowledge of the topic were identified and selected at
random for questioning. Thus, 200 respondents from both organized and
unorganized retail business has been selected after taking into account their
income, occupation and sex. Total 334 respondents were taken into account for
analysis rest 66 has been rejected due to non completion. As per questionnaire,
interviews were conducted face to face so as to capture the attitude and
experience of consumers who had just purchased grocery items.
Results:
The respondents were asked a question what do you think drawback of visiting a
retail store. Their views have been classified according to categories of their
occupation. Further the drawback of visiting in a retail store both from organized
and unorganized has been classified as follows: high prices, time taking, bad
quality of goods, no customer relation, no choice of taking loose item, no credit
purchasing, poor customer service, not closer to house, less variety of products,
inaccurate quantity measurement, no facility of home delivery and not acceptance
of credit/debit card.
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The influence of the clothing sales assistant on the female
consumer‟s purchasing decision: an exploratory investigation
Author:
Daleen van der Merwe,
Marlize Stoltz and
Sonica Jacobs
Publication:
ISSN 0378-5254 Tydskrif vir Gesinsekologie en Verbruikerswetenskappe, Vol
36, 2008
Objectives:
1. The primary objective of this study was to narrow the gap in knowledge of
the influence the clothing sales assistant has on the consumer‘s purchasing
decision in a South African context, through an exploratory investigation.
2. Consumers‘ perceptions of the clothing sales assistant regarding their
service Provision.
3. Examine the effect that the clothing sales assistant has on the consumer‘s
emotions; and lastly, to determine the influence that the clothing sales
assistant‘s service has on consumers‘ purchasing decision.
Results:
It is evident that clothing sales assistants should avoid intrusive behavior, as
this might influence the sales in the store negatively. The clothing sales
assistant should give the consumer enough space to allow them to make
their own decisions and strive for attributes valued by consumers.
Respondents verbalized the attributes that the sales assistants should strive for in
terms of three categories, namely their characteristics, etiquette, and skills.
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The positive characteristics concepts included the same characteristics that
respondents expect the sales assistant to strive for, such as helpfulness,
friendliness, and competence. Respondents‘ positive mindset towards the
clothing sales assistant was verbalized through the concepts respondents‘
satisfaction with sales assistants‘ service and respondents‘ tolerance towards sales
assistants.
The effect of perception on Indian urban female consumer buying
behavior
Author:
Dr. Avinash Kapoor and Dr. Chinmaya Kulshrestha
Publication:
Monash Business Review Volume 4 Issue 1 – April 2008
Objectives:
1. To determine the fashion involvement of selected affluent female consumers
from two cities of India i.e. Jaipur In Rajasthan State and Gurgaon in Haryana
State.
2. To describe the media usage, personality traits (self-confidence and public self
consciousness), price perceptions (price/quality and prestige sensitivity), and
selected demographic characteristics of affluent female consumers.
3. To identify relationships between fashion involvement and the media usage,
personality traits (self-confidence and public self-consciousness), price
perceptions (price/quality and prestige sensitivity), and selected demographic
characteristics of affluent female consumers.
4. To investigate if media usage, personality traits, price perceptions, and
selected demographic characteristics of affluent female consumers are
predictors of their fashion involvement.
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Research methodology
Research Design : Exploratory
Sample size : 1200 female consumers over the age of 21 with an
Annual household income of at least Rs. 1,00,000.
Sample Unit : Jaipur Rajasthan and Gurgaon Haryana
Analysis Method : Correlation analysis Regression, SPSS
Result:
1. Correlation tests results indicated that media usage, prestige sensitivity and
public self consciousness were more significantly related to fashion
involvement.
2. Regression results indicated that consumers‘ media usage and price
perceptions (prestige sensitivity and price/quality) were significant predictors
of fashion involvement.
Uncovering retail shopping motives of Indian youth
Author:
1. Pavleen Kaur, Lecturer, Guru Nanak Dev University, Amritsar, India
2. Raghbir Singh, Professor, Guru Nanak Dev University, Amritsar, India
Publication:
VOL. 8 NO 2 2007, pp 128-138
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Objectives:
Find out the motives that drive young people to shop in departmental stores or
malls.
To identify the target shoppers as well as to identify the prime reasons as to
why they shop.
Research methodology
Research Design : Structured questionnaire
Sample size : 115
Sample Unit : Students of Amritsar district of Punjab
Sampling Method : Convenience Sampling
Analysis Method : Factor Analysis
Result:
1. Indian youth primarily shop from a hedonic perspective.
2. Youth are an important consuming class owning to time pressures in dual
career families with high disposable income.
3. This Age group is particular found to be considerable involved in the role of
information seeker from the market and disseminator of the same to the peer
group or to the family.
4. Sensory stimulants such as the background music, odour, or feel of the
product play an important role in shaping the shopping exercise of these
individuals and could set off impulse buying activity in them.
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Lifestyle Analysis – A Tool for Understanding Buyer Behavior
Author:
1. Dr. Jayasree Krishnan (Professor and Head, Department of Management Studies)
2. Dr. M. Sakthivel Murugan (Professor and Head Department of Corporate Secretary
ship)
Publication:
jayasreepaper.pdf
Objective:
1. Do people differ in their lifestyle?
2. Do the psychographic variables discriminate significantly between groups?
3. Are the demographic characteristics of different segments significantly different?
4. Do the groups significantly differ in their buying behavior?
Research methodology:
Research instrument : Questionnaire
Sample size : 900
Sampling unit : People residing in Chennai city
Area of study : Chennai
Analysis method : Factor analysis, cluster analysis
Result:
1. Lifestyle characteristics have a great impact on the purchase behavior of the
clusters.
2. In a consumption environment, a person chooses a product or brand, which seems
to possess a maximum possibility of the definition or elaboration of his life style
identity.
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3. Products and services are selected, purchased and consumed by the individuals, in
order for them to define, actualize or extend their life style identity.
4. There is a causal effect of the individual‘s life style on his consumption behavior.
Sales Promotion practices in Apparel Retail Sector and
Challenges Ahead.
Author:
Preeta H. Vyas, IIMA
Publication:
W.P. No.2007-11-02, November 2007
Objectives:
1. To compare usage across exclusive and multi branded outlets.
2. To explore rationale behind such activities by examining consumer behavior.
3. To pose challenges ahead
Research methodology:
Research instrument : Depth structured guide
Sampling method : 6 apparel retail outlet
Area of study : Ahmedabad
Result:
1. seasonality affects apparel sector and hence it becomes critical for a retailer to
clear off the stocks at the end of season
2. Stores loyalty cards to reward loyal users and encourage them to visit the store
often and buy more by offering wide range for men, women and children.
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57 DBMSPCE,VISNAGAR
Some store also offer home furnishings, accessories and footwear, thereby
providing convenience for one stop shopping.
3. All the stores used in store media to announce promotions.
4. In terms of type of consumer sales promotions, almost everyone used
discount, coupon programmes and few used lucky draws, contests, gift, buy
one get one free type of promotions, and only pantaloon had a unique scheme
of exchange offer.
5. Usage of sales promotion activities has a direct impact on behavior as it
motivates a consumer to buy now rather than in future.
Comprehensive Analysis of Exclusive Brand Store Customer in
Indian Market
Author: Sonal Kureshi, Vandana Sood , Abraham Koshy
Publication:
W.P. No.2007-08-02, August 2007
Objective:
1. to provide insight about the profile of the consumers of exclusive brand store,
based on their demographic and psychographic characteristics
2. to find out differences if any between the ‗Browser‘ and ‗Purposive‘
customers
3. To examine the differences that emerges and draws implications for the
retailer.
Research Methodology:
Research type : Exploratory Research
Sample size : 400
Area of study : Bangalore
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Analysis method: AIO scale (attitude interest opening), chi-square & T- test
Result:
1. 73.9 percent of the customers who visited the store were males. Three-fourths
males belonged to the age group of 21-30 (Table 2). This clearly indicated that
there was an under representation of women customers and people in the age
group of above 40 years. Majority of the customers coming to the store were
students (33%) and young executives working in the private sector belonging
to affluent households with income above 4.5 lakhs.
2. Out of the total sample 68.5% of the customers coming to the store were
purposive while the rest indicated the reason for visit to be either to browse
and/or window shop. Majority of the customers (74.6%) were found to be
patrons and were revisiting the store within a year.
3. The non patrons were asked to specify their intention to revisit and it was
found that 33% indicated that they would definitely revisit while the same
percent were unsure of revisit.
4. The differences were examined for significance using chi-square and by
comparing means using t-test. Purposive, browser and purposive patrons
showed significant differences across number of statements on fashion, image
consciousness, health, fitness, entertainment and shopping orientation.
5. Purposive, browser and purposive patrons showed significant differences
across number of statements on fashion, image consciousness, health, fitness,
entertainment and shopping orientation.
6. The browsers were lower on fashion but higher on health and fitness
consciousness than the patrons, purposive and purposive patrons
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Perceptions of the store environment for each shopping
orientation:
Objectives:
1. To determine differences in importance rating of selected environmental
dimensions for each shopping scenario.
2. To determine differences in importance rating of selected environmental
dimensions for each shopping orientation.
3. To determine differences in perceptions of the store environment by store type
for each shopping orientation.
4. To determine differences in attitude toward the stores and first store choice.
Research methodology:
Research instrument : Questionnaire and telephone interview
Sample size : 900 women, 18 and over
Sampling unit : Independent Sampling Company in Omaha
Area of study : Nebraska
Analysis method : Pilot test, factor analysis, cluster analysis, Chi-square
Result:
1. There is no difference in importance rating of selected environmental
dimensions for each shopping scenario.
2. There is no difference in importance rating of selected environmental
dimensions for each shopping orientation.
3. There is no difference in perceptions of the store environment by store type
for each shopping orientation.
4. There is no difference in attitude toward the stores and first store choice.
Female consumer behavior for organized apparel retail store
60 DBMSPCE,VISNAGAR
Consumer buying behavior in fashion retailing :empirical
evidences
Author:
Susana Garrido Azevedo,
Madalena Pereira,
Joao Ferreira,
Vilma Pedroso
Source:
MRPA (Munich Personal RePEc Archive)
Publication:
MPRA Paper No. 11908 posted 03. December 2008 / 13:35
Objectives:
1. Study the gender differences in consumer buying behavior of a Portuguese
population when they go shopping to buy apparel products.
2. Differences between women and men especially in terms of What, Where,
When. And how they buy.
Research methodology
Research instrument : Questionnaire
Sample size : 221
Sample Unit : Portugal
Sampling Method : Non Random sampling technique and Snow Ball
Process
Analysis Method : T-test
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Result:
1. Both men and women mostly prefer clothing that may highlight their
physical attributes.
2. Women go shopping mostly by impulse and bring someone, while men do it
by necessity and almost always alone.
3. Both women and men buy clothing in stores that display an appealing and
pleasant atmosphere, where low prices, quality and variety are highlight.
4. Women buy more often and that both genders choose to buy mostly during
sales season.
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CHAPTER 5
OBJECTIVES OF THE STUDY
5.1 Objectives of the Study
To find the Functional attributes govern a consumer‘s choice of an Apparel Retail Outlet.
To find the Psychological attributes govern a consumer‘s choice of an Apparel Retail
Outlet.
To find the reasons behind buying branded apparels.
To find various elements/factors responsible for changing behavior of consumers
5.2 Development of Hypotheses
Hypothesis for Age perception:
(Functional Attributes)
H0: There is no Age wise perceptual difference regarding price range as preference of a
retail apparel store over other.
H1: There is Age wise perceptual difference regarding price range as preference of a
retail apparel store over other.
H0: There is no Age wise perceptual difference regarding Location as preference of a
retail apparel store over other.
H1: There is Age wise perceptual difference regarding Location as preference of a retail
apparel store over other.
H0: There is no Age wise perceptual difference regarding Design availability as
preference of a retail apparel store over other.
H1: There is Age wise perceptual difference regarding Design availability as preference
of a retail apparel store over other.
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63 DBMSPCE,VISNAGAR
H0: There is no Age wise perceptual difference regarding Credit facility as preference of
a retail apparel store over other.
H1: There is Age wise perceptual difference regarding Credit facility as preference of a
retail apparel store over other.
H0: There is no Age wise perceptual difference regarding Range of Apparel as preference
of a retail apparel store over other.
H1: There is Age wise perceptual difference regarding Range of Apparel as preference of
a retail apparel store over other.
H0: There is no Age wise perceptual difference regarding type of Apparel as preference
of a retail apparel store over other.
H1: There is Age wise perceptual difference regarding type of Apparel as preference of a
retail apparel store over other.
H0: There is no Age wise perceptual difference regarding store name as preference of a
retail apparel store over other.
H1: There is Age wise perceptual difference regarding store name as preference of a
retail apparel store over other.
Ho: There is no Age wise perceptual difference regarding Store size as preference of a
retail apparel store over other.
H1: There is Age wise perceptual difference regarding Store size as preference of a retail
apparel store over other.
H0: There is no Age wise perceptual difference regarding availability of latest trends in
Apparels as preference of a retail apparel store over other.
H1: There is Age wise perceptual difference regarding availability of latest trends in
Apparels as preference of a retail apparel store over other.
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H0: There is no Age wise perceptual difference regarding offers and discounts as
preference of a retail apparel store over other.
H1: There is Age wise perceptual difference regarding offers and discounts as preference
of a retail apparel store over other.
H0: There is no Age wise perceptual difference regarding service of the staff as
preference of a retail apparel store over other.
H1: There is no Age wise perceptual difference regarding service of the staff as
preference of a retail apparel store over other.
H0: There is no Age wise perceptual difference regarding after sales service as preference
of a retail apparel store over other.
H1: There is Age wise perceptual difference regarding after sales service as preference of
a retail apparel store over other.
H0: There is no Age wise perceptual difference regarding Loyalty programme as
preference of a retail apparel store over other.
H1: There is Age wise perceptual difference regarding Loyalty programme as preference
of a retail apparel store over other.
H0: There is no Age wise perceptual difference regarding parking space availability
(amenities) as preference of a retail apparel store over other.
H1: There is Age wise perceptual difference regarding parking space availability
(amenities) as preference of a retail apparel store over other.
H0: There is no Age wise perceptual difference regarding previous interaction with outlet
as preference of a retail apparel store over other.
H1: There is Age wise perceptual difference regarding previous interaction with outlet as
preference of a retail apparel store over other.
Female consumer behavior for organized apparel retail store
65 DBMSPCE,VISNAGAR
H0: There is no Age wise perceptual difference regarding Knowledge of the staff as
preference of a retail apparel store over other.
H1: There is Age wise perceptual difference regarding Knowledge of the staff as
preference of a retail apparel store over other.
(Psychological Attributes)
H0: There is no Age wise perceptual difference regarding layout as preference of a retail
apparel store over other.
H1: There is Age wise perceptual difference regarding layout as preference of a retail
apparel store over other.
H0: There is no Age wise perceptual difference regarding Architecture of the store as
preference of a retail apparel store over other.
H1: There is Age wise perceptual difference regarding Architecture of the store as
preference of a retail apparel store over other.
H0: There is no Age wise perceptual difference regarding symbols as preference of a
retail apparel store over other.
H1: There is Age wise perceptual difference regarding symbols as preference of a retail
apparel store over other.
H0: There is no Age wise perceptual difference regarding colours as preference of a retail
apparel store over other.
H1: There is Age wise perceptual difference regarding colours as preference of a retail
apparel store over other.
H0: There is no Age wise perceptual difference regarding Advertising as preference of a
retail apparel store over other.
H1: There is Age wise perceptual difference regarding Advertising as preference of a
retail apparel store over other.
Female consumer behavior for organized apparel retail store
66 DBMSPCE,VISNAGAR
H0: There is no Age wise perceptual difference regarding store sales personnel as
preference of a retail apparel store over other.
H1: There is Age wise perceptual difference regarding store sales personnel as preference
of a retail apparel store over other.
H0: There is no Age wise perceptual difference regarding display as preference of a retail
apparel store over other.
H1: There is Age wise perceptual difference regarding display as preference of a retail
apparel store over other.
H0: There is no Age wise perceptual difference regarding points of sale material as
preference of a retail apparel store over other.
H1: There is Age wise perceptual difference regarding points of sale material as
preference of a retail apparel store over other.
H0: There is no Age wise perceptual difference regarding courteous staff as preference of
a retail apparel store over other.
H1: There is Age wise perceptual difference regarding courteous staff as preference of a
retail apparel store over other.
H0: There is no Age wise perceptual difference regarding references as preference of a
retail apparel store over other.
H1: There is no Age wise perceptual difference regarding references as preference of a
retail apparel store over other.
Female consumer behavior for organized apparel retail store
67 DBMSPCE,VISNAGAR
Hypothesis for perception of Educational qualification:
(Functional Attributes)
H0: There is no Education wise perceptual difference regarding price range as preference
of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding price range as preference of
a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding Location as preference of
a retail apparel store over other.
H1: There is Education wise perceptual difference regarding Location as preference of a
retail apparel store over other.
H0: There is no Education wise perceptual difference regarding Design availability as
preference of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding Design availability as
preference of a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding Credit facility as
preference of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding Credit facility as preference
of a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding Range of Apparel as
preference of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding Range of Apparel as
preference of a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding type of Apparel as
preference of a retail apparel store over other.
Female consumer behavior for organized apparel retail store
68 DBMSPCE,VISNAGAR
H1: There is Education wise perceptual difference regarding type of Apparel as
preference of a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding store name as preference
of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding store name as preference of
a retail apparel store over other.
Ho: There is no Education wise perceptual difference regarding Store size as preference
of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding Store size as preference of a
retail apparel store over other.
H0: There is no Education wise perceptual difference regarding availability of latest
trends in Apparels as preference of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding availability of latest trends
in Apparels as preference of a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding offers and discounts as
preference of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding offers and discounts as
preference of a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding service of the staff as
preference of a retail apparel store over other.
H1: There is no Education wise perceptual difference regarding service of the staff as
preference of a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding after sales service as
preference of a retail apparel store over other.
Female consumer behavior for organized apparel retail store
69 DBMSPCE,VISNAGAR
H1: There is Education wise perceptual difference regarding after sales service as
preference of a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding Loyalty programme as
preference of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding Loyalty programme as
preference of a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding parking space availability
(amenities) as preference of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding parking space availability
(amenities) as preference of a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding previous interaction with
outlet as preference of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding previous interaction with
outlet as preference of a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding Knowledge of the staff as
preference of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding Knowledge of the staff as
preference of a retail apparel store over other.
Female consumer behavior for organized apparel retail store
70 DBMSPCE,VISNAGAR
(Psychological Attributes)
H0: There is no Education wise perceptual difference regarding layout as preference of a
retail apparel store over other.
H1: There is Education wise perceptual difference regarding layout as preference of a
retail apparel store over other.
H0: There is no Education wise perceptual difference regarding Architecture of the store
as preference of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding Architecture of the store as
preference of a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding symbols as preference of
a retail apparel store over other.
H1: There is Education wise perceptual difference regarding symbols as preference of a
retail apparel store over other.
H0: There is no Education wise perceptual difference regarding colours as preference of a
retail apparel store over other.
H1: There is Education wise perceptual difference regarding colours as preference of a
retail apparel store over other.
H0: There is no Education wise perceptual difference regarding Advertising as preference
of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding Advertising as preference of
a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding store sales personnel as
preference of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding store sales personnel as
preference of a retail apparel store over other.
Female consumer behavior for organized apparel retail store
71 DBMSPCE,VISNAGAR
H0: There is no Education wise perceptual difference regarding display as preference of a
retail apparel store over other.
H1: There is Education wise perceptual difference regarding display as preference of a
retail apparel store over other.
H0: There is no Education wise perceptual difference regarding points of sale material as
preference of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding points of sale material as
preference of a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding courteous staff as
preference of a retail apparel store over other.
H1: There is Education wise perceptual difference regarding courteous staff as preference
of a retail apparel store over other.
H0: There is no Education wise perceptual difference regarding references as preference
of a retail apparel store over other.
H1: There is no Education wise perceptual difference regarding references as preference
of a retail apparel store over other.
Hypotheses for occupation perception
(Functional Attributes)
H0: There is no Occupation wise perceptual difference regarding price range as
preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding price range as preference
of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding Location as preference
of a retail apparel store over other.
Female consumer behavior for organized apparel retail store
72 DBMSPCE,VISNAGAR
H1: There is Occupation wise perceptual difference regarding Location as preference of a
retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding Design availability as
preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding Design availability as
preference of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding Credit facility as
preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding Credit facility as
preference of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding Range of Apparel as
preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding Range of Apparel as
preference of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding type of Apparel as
preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding type of Apparel as
preference of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding store name as
preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding store name as preference of
a retail apparel store over other.
Ho: There is no Occupation wise perceptual difference regarding Store size as preference
of a retail apparel store over other.
Female consumer behavior for organized apparel retail store
73 DBMSPCE,VISNAGAR
H1: There is Occupation wise perceptual difference regarding Store size as preference of
a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding availability of latest
trends in Apparels as preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding availability of latest trends
in Apparels as preference of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding offers and discounts as
preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding offers and discounts as
preference of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding service of the staff as
preference of a retail apparel store over other.
H1: There is no Occupation wise perceptual difference regarding service of the staff as
preference of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding after sales service as
preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding after sales service as
preference of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding Loyalty programme as
preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding Loyalty programme as
preference of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding parking space
availability (amenities) as preference of a retail apparel store over other.
Female consumer behavior for organized apparel retail store
74 DBMSPCE,VISNAGAR
H1: There is Occupation wise perceptual difference regarding parking space availability
(amenities) as preference of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding previous interaction
with outlet as preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding previous interaction with
outlet as preference of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding Knowledge of the staff
as preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding Knowledge of the staff as
preference of a retail apparel store over other.
(Psychological Attributes)
H0: There is no Occupation wise perceptual difference regarding layout as preference of
a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding layout as preference of a
retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding Architecture of the store
as preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding Architecture of the store as
preference of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding symbols as preference
of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding symbols as preference of a
retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding colours as preference of
a retail apparel store over other.
Female consumer behavior for organized apparel retail store
75 DBMSPCE,VISNAGAR
H1: There is Occupation wise perceptual difference regarding colours as preference of a
retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding Advertising as
preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding Advertising as preference
of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding store sales personnel as
preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding store sales personnel as
preference of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding display as preference of
a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding display as preference of a
retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding points of sale material
as preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding points of sale material as
preference of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding courteous staff as
preference of a retail apparel store over other.
H1: There is Occupation wise perceptual difference regarding courteous staff as
preference of a retail apparel store over other.
H0: There is no Occupation wise perceptual difference regarding references as preference
of a retail apparel store over other.
Female consumer behavior for organized apparel retail store
76 DBMSPCE,VISNAGAR
H1: There is no Occupation wise perceptual difference regarding references as preference
of a retail apparel store over other.
Hypotheses for Monthly Income perception
(Functional Attributes)
H0: There is no Income wise perceptual difference regarding price range as preference of
a retail apparel store over other.
H1: There is Income wise perceptual difference regarding price range as preference of a
retail apparel store over other.
H0: There is no Income wise perceptual difference regarding Location as preference of a
retail apparel store over other.
H1: There is Income wise perceptual difference regarding Location as preference of a
retail apparel store over other.
H0: There is no Income wise perceptual difference regarding Design availability as
preference of a retail apparel store over other.
H1: There is Income wise perceptual difference regarding Design availability as
preference of a retail apparel store over other.
H0: There is no Income wise perceptual difference regarding Credit facility as preference
of a retail apparel store over other.
H1: There is Income wise perceptual difference regarding Credit facility as preference of
a retail apparel store over other.
H0: There is no Income wise perceptual difference regarding Range of Apparel as
preference of a retail apparel store over other.
H1: There is Income wise perceptual difference regarding Range of Apparel as
preference of a retail apparel store over other.
Female consumer behavior for organized apparel retail store
77 DBMSPCE,VISNAGAR
H0: There is no Income wise perceptual difference regarding type of Apparel as
preference of a retail apparel store over other.
H1: There is Income wise perceptual difference regarding type of Apparel as preference
of a retail apparel store over other.
H0: There is no Income wise perceptual difference regarding store name as preference of
a retail apparel store over other.
H1: There is Income wise perceptual difference regarding store name as preference of a
retail apparel store over other.
Ho: There is no Income wise perceptual difference regarding Store size as preference of a
retail apparel store over other.
H1: There is Income wise perceptual difference regarding Store size as preference of a
retail apparel store over other.
H0: There is no Income wise perceptual difference regarding availability of latest trends
in Apparels as preference of a retail apparel store over other.
H1: There is Income wise perceptual difference regarding availability of latest trends in
Apparels as preference of a retail apparel store over other.
H0: There is no Income wise perceptual difference regarding offers and discounts as
preference of a retail apparel store over other.
H1: There is Income wise perceptual difference regarding offers and discounts as
preference of a retail apparel store over other.
H0: There is no Income wise perceptual difference regarding service of the staff as
preference of a retail apparel store over other.
H1: There is no Income wise perceptual difference regarding service of the staff as
preference of a retail apparel store over other.
Female consumer behavior for organized apparel retail store
78 DBMSPCE,VISNAGAR
H0: There is no Income wise perceptual difference regarding after sales service as
preference of a retail apparel store over other.
H1: There is Income wise perceptual difference regarding after sales service as
preference of a retail apparel store over other.
H0: There is no Income wise perceptual difference regarding Loyalty programme as
preference of a retail apparel store over other.
H1: There is Income wise perceptual difference regarding Loyalty programme as
preference of a retail apparel store over other.
H0: There is no Income wise perceptual difference regarding parking space availability
(amenities) as preference of a retail apparel store over other.
H1: There is Income wise perceptual difference regarding parking space availability
(amenities) as preference of a retail apparel store over other.
H0: There is no Income wise perceptual difference regarding previous interaction with
outlet as preference of a retail apparel store over other.
H1: There is Income wise perceptual difference regarding previous interaction with outlet
as preference of a retail apparel store over other.
H0: There is no Income wise perceptual difference regarding Knowledge of the staff as
preference of a retail apparel store over other.
H1: There is Income wise perceptual difference regarding Knowledge of the staff as
preference of a retail apparel store over other.
(Psychological Attributes)
H0: There is no Income wise perceptual difference regarding layout as preference of a
retail apparel store over other.
H1: There is Income wise perceptual difference regarding layout as preference of a retail
apparel store over other.
Female consumer behavior for organized apparel retail store
79 DBMSPCE,VISNAGAR
H0: There is no Income wise perceptual difference regarding Architecture of the store as
preference of a retail apparel store over other.
H1: There is Income wise perceptual difference regarding Architecture of the store as
preference of a retail apparel store over other.
H0: There is no Income wise perceptual difference regarding symbols as preference of a
retail apparel store over other.
H1: There is Income wise perceptual difference regarding symbols as preference of a
retail apparel store over other.
H0: There is no Income wise perceptual difference regarding colours as preference of a
retail apparel store over other.
H1: There is Income wise perceptual difference regarding colours as preference of a retail
apparel store over other.
H0: There is no Income wise perceptual difference regarding Advertising as preference of
a retail apparel store over other.
H1: There is Income wise perceptual difference regarding Advertising as preference of a
retail apparel store over other.
H0: There is no Income wise perceptual difference regarding store sales personnel as
preference of a retail apparel store over other.
H1: There is Income wise perceptual difference regarding store sales personnel as
preference of a retail apparel store over other.
H0: There is no Income wise perceptual difference regarding display as preference of a
retail apparel store over other.
H1: There is Income wise perceptual difference regarding display as preference of a retail
apparel store over other.
Female consumer behavior for organized apparel retail store
80 DBMSPCE,VISNAGAR
H0: There is no Income wise perceptual difference regarding points of sale material as
preference of a retail apparel store over other.
H1: There is Income wise perceptual difference regarding points of sale material as
preference of a retail apparel store over other.
H0: There is no Income wise perceptual difference regarding courteous staff as
preference of a retail apparel store over other.
H1: There is Income wise perceptual difference regarding courteous staff as preference of
a retail apparel store over other.
H0: There is no Income wise perceptual difference regarding references as preference of
a retail apparel store over other.
H1: There is no Income wise perceptual difference regarding references as preference of
a retail apparel store over other.
Female consumer behavior for organized apparel retail store
81 DBMSPCE,VISNAGAR
CHAPTER 6:
RESEARCH METHODOLOGY
6.1 Research Design:
The research under taken is descriptive in nature. Descriptive will be use for study
related female consumer behavior. The research will identify effects of age, educational
qualification, occupation and family monthly Income on female customer perception
towards organized retail stores on evaluation of apparel products.
It will also study the perception of customers and attitude regarding organized retail
stores functional and psychological factor. Hypotheses regarding various factors and risk
perception of consumers would be formulated and tested through primary and secondary
data including research and survey of the consumers.
6.2 Methods of Data Collection:
Types of data:
Both Primary and Secondary data will be used for the study.
Sources of primary data:
Data will be collected through customers those who have visited various organized
apparel retail stores will be contacted for response through questionnaires.
Sources of secondary data:
Relevant Journals, reference books, websites etc. will be studied.
Female consumer behavior for organized apparel retail store
82 DBMSPCE,VISNAGAR
6.3 Sampling Plan:
Population:
The study will include a customers of various organized apparel retail store included of
all demographics like age groups and from a variety of occupations, which purchase
branded readymade apparel/garments from organized apparel retail store.
Sampling unit:
An individual shopper of various apparel organized retail store.
Sampling method:
As the primary focus of this study is the customer perception for apparel brands various
stores, convenience sampling method of sample selection will device the sample in
generic shopping behavior. Questions will be developed in the questionnaire to get the
feedback from the respondents about their response for their shopping.
Sample Size:
Sample size affects the accuracy of results. Sample size also has a direct impact on the
appropriateness of the statistical techniques chosen. The size of the sample for this study
will be designed in accordance with factors like, precision level of the study, number of
variables, and the criterion for applying the analytical techniques. According to Roscoe
(1975), sample sizes larger than 30 and less than 500 are appropriate for most of the
research. Various earlier researches in the area of intense competitive interaction between
private labels and national brands have been conducted keeping a sample size within the
range of 150 to 530. The study will use Analysis of Variance and t test to examine the
relational hypotheses for perception regarding atmospheric factors influencing buying
behaviour. Sample size in this research is 134 respondents.
Female consumer behavior for organized apparel retail store
83 DBMSPCE,VISNAGAR
6.4 Techniques to be used
A questionnaire will be developed to collect the data. The questionnaire will be
comprised of different sections. First section for screening the respondents are purchase
branded apparels or not. Second section includes reasons for buying of the branded
apparels and various stores. Third section includes functional and psychological factors
which effect on shoppers buying behavior and last section for demographic and personal
information of respondents. The data of survey collected from 5th
April, 2011 to 11th
April, 2011.
6.5 Data Analysis methods
Different statistical techniques use to analyze the collected data. To test the hypotheses,
statistical techniques like ANOVA will be used in the study.
Female consumer behavior for organized apparel retail store
84 DBMSPCE,VISNAGAR
Chapter: 7
Analysis of Data
7.1 Respondents‟ profile
7.1.1 Age:
Frequency Percent
Below 25 106 79.1
25-35 24 17.9
36-45 4 3
Total 134 100
Table: 7.1.1 Age
Graph: 7.1.1 Age
0
20
40
60
80
100
120
Below 25 25-35 36-45Frequency 106 24 4
Age
Female consumer behavior for organized apparel retail store
85 DBMSPCE,VISNAGAR
Interpretation:
From the above chart we can say that out of total 134 respondent 106 respondent
are of below 25 year age group. i.e. below 25 year age group represent the highest
79.1 % respondent.
The 24 respondent (17.9 %) are from age group of 25-35 year. Remaining 4
respondents (3 %) are from age group of 36-45 year.
7.1.2 Educational Qualification:
Frequency Percent
PG 87 64.9
Graduate 41 30.6
Diploma 3 2.2
Schooling 3 2.2
Total 134 100
Table: 7.1.2 Educational Qualification
Graph: 7.1.2 Educational Qualification
0
20
40
60
80
100
PG Graduate
Diploma Schooling
Frequency 87 41 3 3
Educational Qualification
Female consumer behavior for organized apparel retail store
86 DBMSPCE,VISNAGAR
Interpretation:
87 respondents are post graduate, which represent the highest 64.9 % respondent.
41 respondents are graduate.
3 respondents are diploma.
3 respondents are schooling.
Respondents from diploma and schooling represent the lowest 2.2 % respondent.
7.1.3 Occupation:
Frequency Percent
Housewife 19 14.2
Professional 27 20.1
Student 86 64.2
Business 1 0.7
Government Employee 1 0.7
Total 134 100
Table: 7.1.3 occupation
Female consumer behavior for organized apparel retail store
87 DBMSPCE,VISNAGAR
Graph: 7.1.3 occupation
Interpretation:
From total respondents 19 respondents (14.2 %) are housewife.
27 respondents (20.1 %) are professional.
86 respondents (64.2 %) are student which represent the highest proportion of
respondents.
1 respondent are doing the business and 1 respondent are government employee.
7.1.4 Family monthly Income:
Frequency Percent
Up to Rs. 15000 11 8.2
Rs. 15001 - 30000 29 21.6
Rs. 30001- 50000
33 24.6
Above Rs. 50000 61 45.5
Total 134 100
Table: 7.1.4 Family monthly Income
0
20
40
60
80
100
Housewife
Professional
Student Business Government
Employee
Frequency 19 27 86 1 1
Occupation
Female consumer behavior for organized apparel retail store
88 DBMSPCE,VISNAGAR
Graph: 7.1.4 Family monthly Income
Interpretation:
11 respondents (8.2 %) are having the monthly income of up to Rs.15000.
29 respondents (21.6 %) are having income between Rs. 15001-30000.
33 respondents (24.6 %) are having income between Rs. 30001-50000.
61 respondents (45.5 %) are having income above Rs. 50000. This represents the
highest portion of respondents.
0
10
20
30
40
50
60
70
Up to Rs. 15000
Rs. 15001 -30000
Rs. 30001-50000
Above Rs. 50000
frequency 11 29 33 61
Female consumer behavior for organized apparel retail store
89 DBMSPCE,VISNAGAR
7.2 Type of apparel:
Frequency Percent
Traditional 18 13.4
Modern 19 14.2
Both 97 72.4
Total 134 100
Table: 7.2 Type of Apparel
Graph: 7.2 Type of Apparel
Interpretation:
18 respondents (13.4 %) are wearing or using the traditional apparel. This
represents lowest portion of respondents.
19 respondents (14.2 %) are wearing the modern apparel.
97 respondents (72.4 %) are wearing both type of apparel i.e. traditional and
modern.
0
10
20
30
40
50
60
70
80
90
100
Traditional Modern BothFrequency 18 19 97
Type of Apparel
Female consumer behavior for organized apparel retail store
90 DBMSPCE,VISNAGAR
7.3 Frequency of visiting store:
Frequency Percent
Once a week 15 11.2
More than once a week 20 14.9
Once a month 83 61.9
once a year 16 11.9
Total 134 100
Table: 7.3 Frequency of visiting store
Graph: 7.3 Frequency of visiting store
Interpretation:
15 respondents (11.2 %) are visiting store once a week.
20 respondents (14.9 %) are visiting store more than once a week.
83 respondents (61. 9 %) are visiting store once a month.
16 respondents (11.9 %) are visiting store once a year.
0102030405060708090
Once a week
More than once a week
Once a month
once a year
Frequency 15 20 83 16
Frequency of Visiting store
Female consumer behavior for organized apparel retail store
91 DBMSPCE,VISNAGAR
From this we can say that majority of respondents i.e. around 62 % respondents
are visiting a store once a month.
7.4 With whom do you like to go for shopping?
Frequency Percent
Alone 11 8.2
With family 69 51.5
With friends 54 40.3
Total 134 100
Table: 7.4 With whom do you like to go for Shopping
Graph: 7.4 With whom do you like to go for Shopping
0
10
20
30
40
50
60
70
Alone With family With friendsFrequency 11 69 54
Female consumer behavior for organized apparel retail store
92 DBMSPCE,VISNAGAR
Interpretation:
From the chart we can say that 11 respondents are like to go for shopping alone.
69 respondents are like to go for shopping with family. i.e. 51.5 % respondents
are going for shopping with family.
54 respondents are like to go for shopping with friends.
7.5 On every visit how much time do you spend in a store?
Frequency Percent
1 hour 37 27.6
2 hours 69 51.5
3 hours 21 15.7
4 hours & more 7 5.2
Total 134 100
Table: 7.5 Time spend on every visit in a store
Graph: 7.1.8 Time spend on every visit in a store
0
10
20
30
40
50
60
70
1 hour 2 hours 3 hours 4 hours & more
Frequency 37 69 21 7
Female consumer behavior for organized apparel retail store
93 DBMSPCE,VISNAGAR
Interpretation:
From the chart we can say that 37 respondents (27.6 %) are spending 1 hour or
less than 1 hour time on every visit of the store.
69 respondents (51.5 %) are pending 2 hours time on visit of the store.
21 respondents are spending 3 hours on visit of the store.
7 respondents are spending 4 hours or more than 4 hours on visit of the store. i.e.
only 5.2 % respondent are spending 4 hours or more than 4 hours on every visit of
the store.
7.6 How frequently do you go for buying apparel in a year?
Frequency Percent
less than 3 times 22 16.4
3 to 5 times 62 46.3
more than 5 times 50 37.3
Total 134 100
Table: 7.6 Frequency of going for buying apparel in a year
Female consumer behavior for organized apparel retail store
94 DBMSPCE,VISNAGAR
Graph: 7.6 Frequency of going for buying apparel in a year
Interpretation:
From the chart we can say that 22 respondents (16.4 %) are going for buying the
apparel less than 3 times a year.
The 62 respondents (46.3 %) are going for buying the apparel 3 to 5 times a year.
And the remaining 50 respondents (37.3 %) are going for buying the apparel more
than 5 times a year.
7.7 What is your expenditure on apparel per year?
Frequency Percent
less than Rs.2500 10 7.5
Rs. 2500 - 5000 49 36.6
Rs. 5001- 7500 40 29.9
More than Rs. 7500 35 26.1
Total 134 100
Table: 7.7 Expenditure on apparel per year
0
10
20
30
40
50
60
70
less than 3 times
3 to 5 times more than 5 times
Frequency 22 62 50
Female consumer behavior for organized apparel retail store
95 DBMSPCE,VISNAGAR
Graph: 7.7 Expenditure on apparel per year
Interpretation:
The above chart explains the level of approximate expenditure on apparel per
year.
10 respondents (7.5 %) are spending less than Rs. 2500 on apparel per year.
49 respondents (36.6 %) are spending Rs. 2500 to Rs. 5000 on apparel per year.
40 respondents (29.9 %) are spending Rs.5001 to Rs. 7500 on apparel per year.
And the 35 respondents are spending more than Rs. 7500 on apparel per year.
7.8 Do you purchase branded apparel?
Frequency Percent
Yes 115 85.8
No 19 14.2
Total 134 100
0
10
20
30
40
50
less than Rs.2500
Rs. 2500 -5000
Rs. 5001-7500
More than Rs. 7500
Frequency 10 49 40 35
Expenditure on Apparel per year
Female consumer behavior for organized apparel retail store
96 DBMSPCE,VISNAGAR
Table: 7.8 purchase of branded apparel
Graph: 7.8 purchase of branded apparel
Interpretation:
The chart showing the frequency of respondent who buying the branded apparel.
The 115 respondents (85.8 %) are buying the branded apparel.
The 19 respondents are not buying the branded apparel. i.e. only 14.2 %
respondents are not buying the branded apparel while all other are buying the
branded apparel.
0
20
40
60
80
100
120
Yes NoFrequency 115 19
Female consumer behavior for organized apparel retail store
97 DBMSPCE,VISNAGAR
7.9 Age wise purchase of branded apparel
Age
Total Below 25 25-35 36-45
Do you purchase
branded apparel?
Yes 90 21 4 115
No 16 3 0 19
Total 106 24 4 134
Table: 7.9 Age * Purchase of branded apparel
Graph: 7.9 Age * Purchase of branded apparel
Interpretation:
In age group of below 25 year, out of 106 respondents 90 respondents are buying
the branded apparels and only 16 respondents are not buying the branded apparel.
In age group of 25–35 year, out of 24 respondents 21 are buying the branded
apparels and 3 respondents are not buying the branded apparels.
In age group of 36-45 year, all 4 respondents are buying the branded apparels.
0
20
40
60
80
100
Below 25 25-35 36-45Yes 90 21 4
No 16 3 0
Female consumer behavior for organized apparel retail store
98 DBMSPCE,VISNAGAR
7.10 Education wise purchase of branded Apparel
Educational Qualification
Total PG Graduate Diploma Schooling
Do you purchase
branded apparel?
Yes 78 34 1 2 115
No 9 7 2 1 19
Total 87 41 3 3 134
Table: 7.10 Education * purchase of Branded Apparel
Graph: 7.10 Education * purchase of Branded Apparel
Interpretation:
Out of 87 PG respondents 78 are buying the branded apparels.
Out of 41 graduate respondents 34 are buying the branded garments
The ratio of buying branded apparels in respondent from diploma and school are
lower compare to respondents from PG and graduate.
0
10
20
30
40
50
60
70
80
PG Graduate Diploma SchoolingYes 78 34 1 2
No 9 7 2 1
Female consumer behavior for organized apparel retail store
99 DBMSPCE,VISNAGAR
7.11 Occupation wise purchase of branded apparel
Occupation
Total Housewife Professional Student Business
Government
Employee
Do you
purchase
branded
apparel?
Yes 16 24 73 1 1 115
No
3 3 13 0 0 19
Total 19 27 86 1 1 134
Table: 7.11 Occupation * purchase of branded apparel
Graph: 7.11 Occupation * purchase of branded apparel
0
10
20
30
40
50
60
70
80
Housewife Professional
Student Business Government
EmployeeYes 16 24 73 1 1
No 3 3 13 0 0
Female consumer behavior for organized apparel retail store
100 DBMSPCE,VISNAGAR
Interpretation:
Out of 19 respond from housewife segment the 16 respondents are buying the
branded apparels.
Mostly all professional are buying the branded apparel i.e. out of 27 professional
respondent 24 are buying the branded apparels.
Out of 86 respondents from student group 73 are buying the branded apparels.
Respondents from business and government employee group are also buying the
branded apparels.
7.12 Family monthly income wise purchase of branded apparel
Family monthly income
Total
Up to Rs.
15000
Rs. 15001-
30000
Rs. 30001-
50000
Above Rs.
50000
Do you
purchase
branded
apparel?
Yes 6 26 27 56 115
No
5 3 6 5 19
Total 11 29 33 61 134
Table: 7.12 Family monthly Income * Purchase of branded Apparel
Female consumer behavior for organized apparel retail store
101 DBMSPCE,VISNAGAR
Graph: 7.12 Occupation * purchase of branded apparel
Interpretation:
In Income group of up to Rs. 15000, the 6 respondents are buying the branded
apparels and 5 respondents are not buying the branded apparels.
Income group of up to Rs. 15001 to 30000, the 26 respondents are buying the
branded apparels and3 respondents are not buying the branded apparels.
Mostly all respondents are buying the branded apparels who have income more
than Rs. 30000 per month.
0
10
20
30
40
50
60
Up to Rs. 15000
Rs. 15001-30000
Rs. 30001-50000
Above Rs. 50000
Yes 6 26 27 56
No 5 3 6 5
Female consumer behavior for organized apparel retail store
102 DBMSPCE,VISNAGAR
7.13 Where do you buy your apparel from?
Frequency Percent
Branded apparel outlets 116 86.6
any other outlets 18 13.4
Total 134 100
Table: 7.13 where do you buy your Apparel from
Graph: 7.13 where do you buy your Apparel from
Interpretation:
116 respondents (86.6 %) respondents are buying the apparel from branded
apparel outlets. And remaining 18 respondents (13.4 %) are buying from any
other outlets.
0
20
40
60
80
100
120
Branded apparel outlets
Any other outlets
Frequency 116 18
Female consumer behavior for organized apparel retail store
103 DBMSPCE,VISNAGAR
7.14 Where do you buy your apparel from? * Age Cross tabulation
Age
Total Below 25 25-35 36-45
Where do
you buy
your apparel
from?
Branded apparel outlets 91 21 4 116
any other outlets
15 3 0 18
Total 106 24 4 134
Table: 7.14 Where do you buy your apparel from? * Age
Graph: 7.14 where do you buy your apparel from? * Age
Interpretation:
In age group of below 25 year, out of 106 respondents 91 respondents are buying
the apparel from branded apparel outlets and only 15 respondents are buying from
any other outlets.
0
10
20
30
40
50
60
70
80
90
100
Below 25 25-35 36-45Yes 91 21 4
No 15 3 0
Female consumer behavior for organized apparel retail store
104 DBMSPCE,VISNAGAR
In age group of 25–35 year, out of 24 respondents 21 respondents are buying the
apparel from branded apparel outlets and only 3 respondents are buying from any
other outlets.
In age group of 36-45 year, all 4 respondents are buying the apparel from the
branded apparels outlets.
7.15 Where do you buy your apparel from? * Educational Qualification Cross
tabulation
Educational Qualification
Total PG Graduate Diploma Schooling
Where do you
buy your
apparel from?
Branded apparel
outlets 78 34 2 2 116
any other outlets 9 7 1 1 18
Total 87 41 3 3 134
Table: 7.15 where do you buy your apparel from? * Educational Qualification
Graph: 7.15 where do you buy your apparel from? * Educational Qualification
0
10
20
30
40
50
60
70
80
PG Graduate Diploma SchoolingYes 78 34 2 2
No 9 7 1 1
Female consumer behavior for organized apparel retail store
105 DBMSPCE,VISNAGAR
Interpretation:
78 PG respondents are buying apparel from the branded apparel outlets.
34 Graduate respondents are buying from the branded apparel outlets.
The ratio of buying the apparel from branded apparel outlet is lower in
respondents from the schooling and Diploma groups.
7.16 Where do you buy your apparel from? * Occupation Cross tabulation
Occupation
Total Housewife Professional Student Business
Government
Employee
Where
do you
buy
your
apparel
from?
Branded
apparel
outlets 16 24 74 1 1 116
any
other
outlets 3 3 12 0 0 18
Total 19 27 86 1 1 134
Table: 7.16 Where do you buy your apparel from? * Occupation
Female consumer behavior for organized apparel retail store
106 DBMSPCE,VISNAGAR
Graph: 7.16 Where do you buy your apparel from? * Occupation
Interpretation:
Out of 19 respond from housewife segment the 16 respondents are buying the
apparels from branded apparel outlets.
Mostly all professional are buying the apparel from branded outlets. i.e. out of 27
professional respondent 24 are buying the apparel from branded outlets.
Out of 86 respondents from student group 74 are buying the branded apparel from
branded apparel outlets.
Respondents from business and government employee group are also buying the
branded apparels from branded apparel outlets.
0
10
20
30
40
50
60
70
80
Housewife Professional
Student Business Government
EmployeeYes 16 24 74 1 1
No 3 3 12 0 0
Female consumer behavior for organized apparel retail store
107 DBMSPCE,VISNAGAR
7.17 Where do you buy your apparel from? * Family monthly income Cross
tabulation
Family monthly income
Total
Up to
Rs.
15000
Rs.
15001-
30000
Rs.
30001-
50000
Above Rs.
50000
Where
do you
buy your
apparel
from?
Branded
apparel
outlets 6 26 27 56 116
any other
outlets 5 3 6 5 18
Total 11 29 33 61 134
Table: 7.17 Where do you buy your apparel from? * Family monthly income
Female consumer behavior for organized apparel retail store
108 DBMSPCE,VISNAGAR
Graph: 7.17 Where do you buy your apparel from? * Family monthly income
Interpretation:
In Income group of up to Rs. 15000, the 6 respondents are buying the apparels
from branded apparel outlets and 5 respondents are buying from any other outlets.
Income group of up to Rs. 15001 to 30000, the 26 respondents are buying the
apparels from branded apparel outlets and3 respondents are buying from any
other outlets.
Mostly all respondents are buying apparel from branded apparel outlets who have
income more than Rs. 30000 per month.
0
10
20
30
40
50
60
Up to Rs. 15000
Rs. 15001-30000
Rs. 30001-50000
Above Rs. 50000
Branded apparel outlets 6 26 27 56
any other outlets 5 3 6 5
Female consumer behavior for organized apparel retail store
109 DBMSPCE,VISNAGAR
7.18 Reasons for buying branded apparels:
Frequency
Price of apparel 33
Easy Availability 25
Quality of apparel 103
Status symbol 33
Comfortable 65
Brand Image 47
Durability 58
Value for money 51
Table: 7.18 Reason for buying branded apparels
Graph: 7.18 Reason for buying branded apparels
33 25
103
33
6547
58 51
FrequencyFrequency
Female consumer behavior for organized apparel retail store
110 DBMSPCE,VISNAGAR
Interpretation:
The above chart shows the reason behind the purchasing of branded apparel.
103 respondents are highly quality consciousness. i.e. 103 respondents are buying
the branded apparel for high quality purpose.
65 respondents are buying the branded garment for comfortability with branded
apparels.
58 respondents are more concern with durability of apparels.
51 respondents are saying that they are placing the high value for money in
branded apparels.
7.19 Branded apparel outlets
Frequency
Levi‘s 51
Pantaloons 79
Westside 44
Oyo 19
Spykar 26
Hara 49
Globus 17
DJ & C 31
Pepe Jeans 41
Zola 10
Lee 49
Table: 7.19 Branded apparel store
Female consumer behavior for organized apparel retail store
111 DBMSPCE,VISNAGAR
Graph: 7.19 Branded apparel store
Interpretation:
51 respondents have visited Levi‘s store, 79 respondents have visited pantaloons,
44 respondents have visited Westside, 19 respondents have visited Oyo, 26
respondents have visited spykar, 49 respondents have visited Globus, 31
respondents have visited DJ & C, 41 respondents have visited Pepe jeans, 10
respondents have visited Zola, and 49 respondents have visited Lee.
The highest frequency of respondents who have visited the store is Pantaloons and
the lowest frequency of respondents who have visited the store is Zola.
51
79
44
1926
49
17
3141
10
49
Frequency
Female consumer behavior for organized apparel retail store
112 DBMSPCE,VISNAGAR
7.20 Perception of functional attributes of preference of a retail apparel store
Descriptive statistics
Attributes N Minimum Maximum Mean Standard
deviation
Price range 116 1 5 3.0948 1.22991
Location 116 1 5 3.3190 1.13131
Design availability 116 1 5 3.9224 1.07259
Credit facility 116 1 5 2.7414 1.26574
Range of Apparel 116 1 5 3.5086 1.10725
Type of apparel 116 1 5 3.6810 1.10807
Store name 116 1 5 2.8190 1.15419
Store size 116 1 5 2.3793 1.21337
Availability of latest trends in
Apparels
116 1 5 3.9310 1.13232
Offers and Discounts 116 1 5 3.4914 1.23356
Service of the staff 116 1 5 3.7328 0.9458
After Sales Service 116 1 5 3.3534 1.02367
Loyalty programme 116 1 5 2.7672 1.17479
Parking Space
Availability(Amenities)
116 1 5 2.8879 1.11723
Previous interaction with the
outlet
116 1 5 3.4310 1.16637
Knowledge of the staff 116 1 5 3.3793 1.10851
Table: 7.20 Perception of functional attributes of preference of a retail apparel store over
other store
Female consumer behavior for organized apparel retail store
113 DBMSPCE,VISNAGAR
Interpretation:
From the above table we can say that Availability of latest trend in Apparel
and Design availability are the most important functional attributes for
preference of retail Apparel store because the mean 3.9310 & 3.9224 is higher
compare to mean of other functional attributes.
Other attribute like Range of Apparel, Type of Apparel , Location, and Offers
are also playing the important role for preference of retail store because the
mean of these attributes are also around 3.50.
7.21 Perception of Psychological attributes of preference of a retail apparel store
Descriptive statistics
Attributes N Minimum Maximum Mean Standard
deviation
Layout 116 1 5 3.0259 0.95518
Architecture of the
store
116 1 5 3.0862 0.99187
Symbols 116 1 5 2.8966 1.23274
Colours 116 1 5 3.3017 1.32678
Advertising 116 1 5 3.3362 1.13401
Store sales personnel 116 1 5 3.2069 0.98261
Display 116 1 5 3.7241 1.04329
Points of sale material 116 1 5 3.4483 1.05985
Courteous staff 116 1 5 3.5431 1.08261
References 116 1 5 3.5517 1.16727
Table: 7.21 Perception of Psychological attributes of preference of a retail apparel
store over other store
Female consumer behavior for organized apparel retail store
114 DBMSPCE,VISNAGAR
Interpretation:
From the above table we can say that the most important Psychological
attribute for preference of retail apparel store is display which having the
highest mean 3.7241.Means people are more likely to consider the display of
product while selecting the retail apparel store.
Other attribute like layout, Architecture of the store, colours, Advertising,
Store sales personnel, Point of sale material , Courteous of the staff, and
reference are also playing the important role for preference of the retail
apparel store, because all these attribute are having the mean higher than 3.00.
Female consumer behavior for organized apparel retail store
115 DBMSPCE,VISNAGAR
CHAPTER 8
Hypothesis Testing
8.1 ANOVA for Age Perception
8.1.1 Functional Attributes
Sum of
Squares df
Mean
Square F Sig.
Price range
(Functional
attributes)
Between
Groups 0.708 2 0.354 0.231 0.794
Within
Groups 173.249 113 1.533
Total 173.957 115
Location Between
Groups 0.257 2 0.128 0.099 0.906
Within
Groups 146.941 113 1.3
Total 147.198 115
Design
availability
Between
Groups 0.906 2 0.453 0.39 0.678
Within
Groups 131.396 113 1.163
Total 132.302 115
Credit
facilities
Between
Groups 6.893 2 3.447 2.196 0.116
Within
Groups 177.348 113 1.569
Total 184.241 115
Range of
apparel
Between
Groups 6.501 2 3.25 2.731 0.069
Female consumer behavior for organized apparel retail store
116 DBMSPCE,VISNAGAR
Within
Groups 134.491 113 1.19
Total 140.991 115
Type of
apparel
Between
Groups 0.422 2 0.211 0.169 0.845
Within
Groups 140.777 113 1.246
Total 141.198 115
Store name Between
Groups 0.543 2 0.271 0.201 0.818
Within
Groups 152.656 113 1.351
Total 153.198 115
Store size Between
Groups 3.211 2 1.606 1.092 0.339
Within
Groups 166.099 113 1.47
Total 169.31 115
Availability
of latest
trend in
apparel
Between
Groups 0.152 2 0.076 0.058 0.944
Within
Groups 147.297 113 1.304
Total 147.448 115
Offers and
discounts
Between
Groups 6.285 2 3.143 2.105 0.127
Within
Groups 168.706 113 1.493
Total 174.991 115
Service of
the staff
Between
Groups 2.574 2 1.287 1.452 0.238
Female consumer behavior for organized apparel retail store
117 DBMSPCE,VISNAGAR
Within
Groups 100.142 113 0.886
Total 102.716 115
After sales
service
Between
Groups 0.941 2 0.47 0.445 0.642
Within
Groups 119.568 113 1.058
Total 120.509 115
loyalty
programme
Between
Groups 0.302 2 0.151 0.108 0.898
Within
Groups 158.414 113 1.402
Total 158.716 115
Parking
space
(Amenities)
Between
Groups 4.554 2 2.277 1.851 0.162
Within
Groups 138.989 113 1.23
Total 143.543 115
Previous
interaction
with outlet
Between
Groups 4.592 2 2.296 1.709 0.186
Within
Groups 151.856 113 1.344
Total 156.448 115
Knowledge
of the staff
Between
Groups 6.083 2 3.042 2.542 0.083
Within
Groups 135.227 113 1.197
Total 141.31 115
Table: 8.1.1 ANOVA for Functional Attributes of Age perception
Female consumer behavior for organized apparel retail store
118 DBMSPCE,VISNAGAR
Interpretation:
Calculated Value of F statistics is 0.231 and probability value for testing our
hypothesis is 0.794 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding price range
as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.099 and probability value for testing our
hypothesis is 0.906 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding location as
preference of a retail apparel store over other.
Calculated Value of F statistics is 0.390 and probability value for testing our
hypothesis is 0.678 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding design
availability as preference of a retail apparel store over other.
Calculated Value of F statistics is 2.196 and probability value for testing our
hypothesis is 0.116 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding credit
facility as preference of a retail apparel store over other.
Calculated Value of F statistics is 2.731 and probability value for testing our
hypothesis is 0.069 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding range of
apparel as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.169 and probability value for testing our
hypothesis is 0.845 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding type of
apparel as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.201 and probability value for testing our
hypothesis is 0.818 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding store name
as preference of a retail apparel store over other.
Female consumer behavior for organized apparel retail store
119 DBMSPCE,VISNAGAR
Calculated Value of F statistics is 1.092 and probability value for testing our
hypothesis is 0.329 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding store size as
preference of a retail apparel store over other.
Calculated Value of F statistics is 0.058 and probability value for testing our
hypothesis is 0.944 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding availability
of latest trend in apparel as preference of a retail apparel store over other.
Calculated Value of F statistics is 2.105 and probability value for testing our
hypothesis is 0.127 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding offers and
discounts as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.452 and probability value for testing our
hypothesis is 0.238 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding service of
the staff as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.445 and probability value for testing our
hypothesis is 0.642 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding after sales
service as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.108 and probability value for testing our
hypothesis is 0.898 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding loyalty
programme as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.851 and probability value for testing our
hypothesis is 0.162 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding parking
space availability (amenities)as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.709 and probability value for testing our
hypothesis is 0.186 because this value is higher than 0.05. Our null hypothesis is
Female consumer behavior for organized apparel retail store
120 DBMSPCE,VISNAGAR
accepted. Means there is no Age wise perceptual difference regarding previous
interaction with the outlet as preference of a retail apparel store over other.
Calculated Value of F statistics is 2.542 and probability value for testing our
hypothesis is 0.083 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding knowledge
of the staff as preference of a retail apparel store over other.
8.1.2 Psychological attributes
Sum of
Squares df
Mean
Square F Sig.
Layout(Psychological
attributes)
Between
Groups 2.568 2 1.284 1.418 0.247
Within
Groups 102.354 113 0.906
Total 104.922 115
Architecture of the
store
Between
Groups 4.896 2 2.448 2.556 0.082
Within
Groups 108.242 113 0.958
Total 113.138 115
Symbols Between
Groups 21.232 2 10.616 7.814 0.001
Within
Groups 153.527 113 1.359
Total 174.759 115
Colours Between
Groups 5.748 2 2.874 1.651 0.196
Within
Groups 196.691 113 1.741
Total 202.44 115
Female consumer behavior for organized apparel retail store
121 DBMSPCE,VISNAGAR
Advertising Between
Groups 21.232 2 10.616 9.472 0
Within
Groups 126.656 113 1.121
Total 147.888 115
Store sales personnel Between
Groups 0.431 2 0.216 0.22 0.803
Within
Groups 110.603 113 0.979
Total 111.034 115
Display Between
Groups 7.228 2 3.614 3.463 0.035
Within
Groups 117.944 113 1.044
Total 125.172 115
Point of sales material Between
Groups 3.8 2 1.9 1.719 0.184
Within
Groups 124.89 113 1.105
Total 128.69 115
Courteous staff Between
Groups 10.269 2 5.134 4.66 0.011
Within
Groups 124.516 113 1.102
Total 134.784 115
Reference Between
Groups 5.924 2 2.962 2.22 0.113
Within
Groups 150.766 113 1.334
Total 156.69 115
Table: 8.1.2 ANOVA for Psychological Attributes of Age perception
Female consumer behavior for organized apparel retail store
122 DBMSPCE,VISNAGAR
Interpretation:
Calculated Value of F statistics is 1.418 and probability value for testing our
hypothesis is 0.247 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding layout as
preference of a retail apparel store over other.
Calculated Value of F statistics is 2.556 and probability value for testing our
hypothesis is 0.082 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding architecture
of the store as preference of a retail apparel store over other.
Calculated Value of F statistics is 7.814 and probability value for testing our
hypothesis is 0.001 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Age wise perceptual difference regarding symbols as
preference of a retail apparel store over other.
Calculated Value of F statistics is 1.651 and probability value for testing our
hypothesis is 0.196 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding colours as
preference of a retail apparel store over other.
Calculated Value of F statistics is 9.492 and probability value for testing our
hypothesis is 0.000 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Age wise perceptual difference regarding advertising as
preference of a retail apparel store over other.
Calculated Value of F statistics is 0.220 and probability value for testing our
hypothesis is 0.803 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding store sales
personnel as preference of a retail apparel store over other.
Calculated Value of F statistics is 3.463 and probability value for testing our
hypothesis is 0.035 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Age wise perceptual difference regarding display as
preference of a retail apparel store over other.
Calculated Value of F statistics is 1.719 and probability value for testing our
hypothesis is 0.184 because this value is higher than 0.05. Our null hypothesis is
Female consumer behavior for organized apparel retail store
123 DBMSPCE,VISNAGAR
accepted. Means there is no Age wise perceptual difference regarding points of
sale material as preference of a retail apparel store over other.
Calculated Value of F statistics is 4.660 and probability value for testing our
hypothesis is 0.011 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Age wise perceptual difference regarding courteous staff
as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.2.220 and probability value for testing our
hypothesis is 0.113 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Age wise perceptual difference regarding references
as preference of a retail apparel store over other.
8.2 ANOVA Educational Qualification
8.2.1 Functional Attributes
Sum of
Squares df
Mean
Square F Sig.
Price range
(Functional
attributes)
Between
Groups 17.78 3 5.927 4.25 0.007
Within
Groups 156.177 112 1.394
Total 173.957 115
Location Between
Groups 0.944 3 0.315 0.241 0.868
Within
Groups 146.254 112 1.306
Total 147.198 115
Design
availability
Between
Groups 5.743 3 1.914 1.694 0.172
Within
Groups 126.559 112 1.13
Female consumer behavior for organized apparel retail store
124 DBMSPCE,VISNAGAR
Total 132.302 115
Credit
facilities
Between
Groups 4.336 3 1.445 0.9 0.444
Within
Groups 179.905 112 1.606
Total 184.241 115
Range of
apparel
Between
Groups 14.547 3 4.849 4.295 0.007
Within
Groups 126.444 112 1.129
Total 140.991 115
Type of
apparel
Between
Groups 3.911 3 1.304 1.064 0.368
Within
Groups 137.287 112 1.226
Total 141.198 115
Store name Between
Groups 6.306 3 2.102 1.603 0.193
Within
Groups 146.892 112 1.312
Total 153.198 115
Store size Between
Groups 8.075 3 2.692 1.87 0.139
Within
Groups 161.235 112 1.44
Total 169.31 115
Availability
of latest
trend in
apparel
Between
Groups 8.432 3 2.811 2.264 0.085
Within
Groups 139.017 112 1.241
Female consumer behavior for organized apparel retail store
125 DBMSPCE,VISNAGAR
Total 147.448 115
Offers and
discounts
Between
Groups 2.609 3 0.87 0.565 0.639
Within
Groups 172.382 112 1.539
Total 174.991 115
Service of
the staff
Between
Groups 1.835 3 0.612 0.679 0.567
Within
Groups 100.88 112 0.901
Total 102.716 115
After sales
service
Between
Groups 2.711 3 0.904 0.859 0.465
Within
Groups 117.797 112 1.052
Total 120.509 115
loyalty
programme
Between
Groups 3.754 3 1.251 0.904 0.441
Within
Groups 154.962 112 1.384
Total 158.716 115
Parking
space
(Amenities)
Between
Groups 4.334 3 1.445 1.162 0.327
Within
Groups 139.209 112 1.243
Total 143.543 115
Previous
intraction
with outlet
Between
Groups 13.068 3 4.356 3.403 0.02
Within
Groups 143.38 112 1.28
Female consumer behavior for organized apparel retail store
126 DBMSPCE,VISNAGAR
Total 156.448 115
Knowlege of
the staff
Between
Groups 4.166 3 1.389 1.134 0.339
Within
Groups 137.145 112 1.225
Total 141.31 115
Table: 8.2.1 ANOVA for Functional Attributes of Education perception
Interpretation:
Calculated Value of F statistics is 4.250 and probability value for testing our
hypothesis is 0.007 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is education wise perceptual difference regarding price
range as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.241 and probability value for testing our
hypothesis is 0.868 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no education wise perceptual difference regarding
location as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.694 and probability value for testing our
hypothesis is 0.172 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no education wise perceptual difference regarding design
availability as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.900 and probability value for testing our
hypothesis is 0.444 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no education wise perceptual difference regarding credit
facility as preference of a retail apparel store over other.
Calculated Value of F statistics is 4.295 and probability value for testing our
hypothesis is 0.007 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is education wise perceptual difference regarding range of
apparel as preference of a retail apparel store over other.
Female consumer behavior for organized apparel retail store
127 DBMSPCE,VISNAGAR
Calculated Value of F statistics is 1.064 and probability value for testing our
hypothesis is 0.368 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no education wise perceptual difference regarding type
of apparel as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.603 and probability value for testing our
hypothesis is 0.193 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no education wise perceptual difference regarding store
name as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.870 and probability value for testing our
hypothesis is 0.139 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Education wise perceptual difference regarding store
size as preference of a retail apparel store over other.
Calculated Value of F statistics is 2.264 and probability value for testing our
hypothesis is 0.085 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Education wise perceptual difference regarding
availability of latest trend in apparel as preference of a retail apparel store over
other.
Calculated Value of F statistics is 0.565 and probability value for testing our
hypothesis is 0.639 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no education wise perceptual difference regarding offers
and discounts as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.679 and probability value for testing our
hypothesis is 0.567 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Education wise perceptual difference regarding
service of the staff as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.859 and probability value for testing our
hypothesis is 0.465 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no education wise perceptual difference regarding after
sales service as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.904 and probability value for testing our
hypothesis is 0.441 because this value is higher than 0.05. Our null hypothesis is
Female consumer behavior for organized apparel retail store
128 DBMSPCE,VISNAGAR
accepted. Means there is no education wise perceptual difference regarding
loyalty programme as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.162 and probability value for testing our
hypothesis is 0.327 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no education wise perceptual difference regarding
parking space availability (amenities)as preference of a retail apparel store over
other.
Calculated Value of F statistics is 3.403 and probability value for testing our
hypothesis is 0.020 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is education wise perceptual difference regarding previous
interaction with the outlet as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.134 and probability value for testing our
hypothesis is 0.339 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Education wise perceptual difference regarding
knowledge of the staff as preference of a retail apparel store over other.
8.2.2 Psychological attributes
Sum of
Squares df
Mean
Square F Sig.
Layout(Psychological
attributes)
Between
Groups 3.94 3 1.313 1.457 0.23
Within
Groups 100.983 112 0.902
Total 104.922 115
Architecture of the
store
Between
Groups 0.206 3 0.069 0.068 0.977
Within
Groups 112.932 112 1.008
Total 113.138 115
Female consumer behavior for organized apparel retail store
129 DBMSPCE,VISNAGAR
Symbols Between
Groups 17.661 3 5.887 4.197 0.007
Within
Groups 157.098 112 1.403
Total 174.759 115
Colours Between
Groups 29.104 3 9.701 6.268 0.001
Within
Groups 173.336 112 1.548
Total 202.44 115
Advertising Between
Groups 17.15 3 5.717 4.897 0.003
Within
Groups 130.738 112 1.167
Total 147.888 115
Store sales personnel Between
Groups 2.004 3 0.668 0.686 0.562
Within
Groups 109.03 112 0.973
Total 111.034 115
Display Between
Groups 2.783 3 0.928 0.849 0.47
Within
Groups 122.389 112 1.093
Total 125.172 115
Point of sales material Between
Groups 4.993 3 1.664 1.507 0.217
Within
Groups 123.697 112 1.104
Total 128.69 115
Female consumer behavior for organized apparel retail store
130 DBMSPCE,VISNAGAR
Courteous staff Between
Groups 4.981 3 1.66 1.433 0.237
Within
Groups 129.803 112 1.159
Total 134.784 115
Referance Between
Groups 19.954 3 6.651 5.448 0.002
Within
Groups 136.736 112 1.221
Total 156.69 115
Table: 8.1.1 ANOVA for Psychological Attributes of Education perception
Interpretation:
Calculated Value of F statistics is 1.457 and probability value for testing our
hypothesis is 0.230 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Education wise perceptual difference regarding
layout as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.068 and probability value for testing our
hypothesis is 0.977 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Education wise perceptual difference regarding
architecture of the store as preference of a retail apparel store over other.
Calculated Value of F statistics is 4.195 and probability value for testing our
hypothesis is 0.007 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Education wise perceptual difference regarding symbols
as preference of a retail apparel store over other.
Calculated Value of F statistics is 6.268 and probability value for testing our
hypothesis is 0.001 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Education wise perceptual difference regarding colours as
preference of a retail apparel store over other.
Female consumer behavior for organized apparel retail store
131 DBMSPCE,VISNAGAR
Calculated Value of F statistics is 4.897 and probability value for testing our
hypothesis is 0.003 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Education wise perceptual difference regarding
advertising as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.686 and probability value for testing our
hypothesis is 0.562 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Education wise perceptual difference regarding store
sales personnel as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.849 and probability value for testing our
hypothesis is 0.470 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Education wise perceptual difference regarding
display as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.507 and probability value for testing our
hypothesis is 0.217 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Education wise perceptual difference regarding points
of sale material as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.433 and probability value for testing our
hypothesis is 0.237 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Education wise perceptual difference regarding courteous
staff as preference of a retail apparel store over other.
Calculated Value of F statistics is 5.448 and probability value for testing our
hypothesis is 0.002 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Education wise perceptual difference regarding
references as preference of a retail apparel store over other
Female consumer behavior for organized apparel retail store
132 DBMSPCE,VISNAGAR
8.3 ANOVA for Occupation
8.3.1 Functional attributes
Sum of
Squares df
Mean
Square F Sig.
Price range
(Functional
attributes)
Between
Groups 4.723 4 1.181 0.774 0.544
Within
Groups 169.234 111 1.525
Total 173.957 115
Location Between
Groups 2.711 4 0.678 0.521 0.721
Within
Groups 144.487 111 1.302
Total 147.198 115
Design
availability
Between
Groups 6.59 4 1.648 1.455 0.221
Within
Groups 125.712 111 1.133
Total 132.302 115
Credit
facilities
Between
Groups 8.009 4 2.002 1.261 0.29
Within
Groups 176.232 111 1.588
Total 184.241 115
Range of
apparel
Between
Groups 10.729 4 2.682 2.286 0.065
Within
Groups 130.262 111 1.174
Total 140.991 115
Female consumer behavior for organized apparel retail store
133 DBMSPCE,VISNAGAR
Type of
apparel
Between
Groups 1.764 4 0.441 0.351 0.843
Within
Groups 139.435 111 1.256
Total 141.198 115
Store name Between
Groups 0.875 4 0.219 0.159 0.958
Within
Groups 152.323 111 1.372
Total 153.198 115
Store size Between
Groups 11.202 4 2.8 1.966 0.105
Within
Groups 158.109 111 1.424
Total 169.31 115
Availability
of latest
trend in
apparel
Between
Groups 8.11 4 2.028 1.615 0.175
Within
Groups 139.338 111 1.255
Total 147.448 115
Offers and
discounts
Between
Groups 1.645 4 0.411 0.263 0.901
Within
Groups 173.346 111 1.562
Total 174.991 115
Service of
the staff
Between
Groups 8.122 4 2.031 2.383 0.056
Within
Groups 94.593 111 0.852
Total 102.716 115
Female consumer behavior for organized apparel retail store
134 DBMSPCE,VISNAGAR
After sales
service
Between
Groups 12.547 4 3.137 3.225 0.015
Within
Groups 107.962 111 0.973
Total 120.509 115
loyalty
programme
Between
Groups 8.999 4 2.25 1.668 0.162
Within
Groups 149.716 111 1.349
Total 158.716 115
Parking
space
(Amenities)
Between
Groups 8.598 4 2.15 1.768 0.14
Within
Groups 134.945 111 1.216
Total 143.543 115
Previous
intraction
with outlet
Between
Groups 11.118 4 2.78 2.123 0.083
Within
Groups 145.33 111 1.309
Total 156.448 115
Knowlege of
the staff
Between
Groups 7.189 4 1.797 1.487 0.211
Within
Groups 134.122 111 1.208
Total 141.31 115
Table: 8.3.1 ANOVA for Functional Attributes of occupation perception
Female consumer behavior for organized apparel retail store
135 DBMSPCE,VISNAGAR
Interpretation:
Calculated Value of F statistics is 0.774 and probability value for testing our
hypothesis is 0.544 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
price range as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.521 and probability value for testing our
hypothesis is 0.721 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
location as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.455 and probability value for testing our
hypothesis is 0.221 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
design availability as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.261 and probability value for testing our
hypothesis is 0.290 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
credit facility as preference of a retail apparel store over other.
Calculated Value of F statistics is 2.286 and probability value for testing our
hypothesis is 0.065 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
range of apparel as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.351 and probability value for testing our
hypothesis is 0.843 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding type
of apparel as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.159 and probability value for testing our
hypothesis is 0.958 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
store name as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.966 and probability value for testing our
hypothesis is 0.105 because this value is higher than 0.05. Our null hypothesis is
Female consumer behavior for organized apparel retail store
136 DBMSPCE,VISNAGAR
accepted. Means there is no Occupation wise perceptual difference regarding
store size as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.615 and probability value for testing our
hypothesis is 0.175 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
availability of latest trend in apparel as preference of a retail apparel store over
other.
Calculated Value of F statistics is 0.263 and probability value for testing our
hypothesis is 0.901 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
offers and discounts as preference of a retail apparel store over other.
Calculated Value of F statistics is 2.383 and probability value for testing our
hypothesis is 0.056 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
service of the staff as preference of a retail apparel store over other.
Calculated Value of F statistics is 3.225 and probability value for testing our
hypothesis is 0.015 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Occupation wise perceptual difference regarding after
sales service as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.668 and probability value for testing our
hypothesis is 0.162 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
loyalty programme as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.768 and probability value for testing our
hypothesis is 0.140 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
parking space availability (amenities) as preference of a retail apparel store over
other.
Calculated Value of F statistics is 2.123 and probability value for testing our
hypothesis is 0.083 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
Female consumer behavior for organized apparel retail store
137 DBMSPCE,VISNAGAR
previous interaction with the outlet as preference of a retail apparel store over
other.
Calculated Value of F statistics is 1.487 and probability value for testing our
hypothesis is 0.211 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
knowledge of the staff as preference of a retail apparel store over other.
8.3.2 Psychological attributes
Sum of
Squares df
Mean
Square F Sig.
Layout(Psychological
attributes)
Between
Groups 5.246 4 1.312 1.461 0.219
Within
Groups 99.676 111 0.898
Total 104.922 115
Architecture of the
store
Between
Groups 10.889 4 2.722 2.955 0.023
Within
Groups 102.249 111 0.921
Total 113.138 115
Symbols Between
Groups 35.574 4 8.894 7.093 0
Within
Groups 139.184 111 1.254
Total 174.759 115
Colours Between
Groups 26.02 4 6.505 4.093 0.004
Within
Groups 176.419 111 1.589
Total 202.44 115
Female consumer behavior for organized apparel retail store
138 DBMSPCE,VISNAGAR
Advertising Between
Groups 32.774 4 8.194 7.901 0
Within
Groups 115.114 111 1.037
Total 147.888 115
Store sales personnel Between
Groups 2.804 4 0.701 0.719 0.581
Within
Groups 108.23 111 0.975
Total 111.034 115
Display Between
Groups 6.993 4 1.748 1.642 0.169
Within
Groups 118.18 111 1.065
Total 125.172 115
Point of sales material Between
Groups 4.569 4 1.142 1.022 0.399
Within
Groups 124.12 111 1.118
Total 128.69 115
Courteous staff Between
Groups 10.397 4 2.599 2.32 0.061
Within
Groups 124.387 111 1.121
Total 134.784 115
Referance Between
Groups 9.686 4 2.422 1.828 0.128
Within
Groups 147.003 111 1.324
Total 156.69 115
Table: 8.3.2 ANOVA for Psychological Attributes of occupation perception
Female consumer behavior for organized apparel retail store
139 DBMSPCE,VISNAGAR
Interpretation:
Calculated Value of F statistics is 1.461 and probability value for testing our
hypothesis is 0.219 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
layout as preference of a retail apparel store over other.
Calculated Value of F statistics is 2.955 and probability value for testing our
hypothesis is 0.023 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Occupation wise perceptual difference regarding
architecture of the store as preference of a retail apparel store over other.
Calculated Value of F statistics is 7.093 and probability value for testing our
hypothesis is 0.000 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Occupation wise perceptual difference regarding symbols
as preference of a retail apparel store over other.
Calculated Value of F statistics is 4.093 and probability value for testing our
hypothesis is 0.004 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Occupation wise perceptual difference regarding colours
as preference of a retail apparel store over other.
Calculated Value of F statistics is 7.901 and probability value for testing our
hypothesis is 0.000 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Occupation wise perceptual difference regarding
advertising as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.719 and probability value for testing our
hypothesis is 0.581 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
store sales personnel as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.642 and probability value for testing our
hypothesis is 0.169 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
display as preference of a retail apparel store over other.
Female consumer behavior for organized apparel retail store
140 DBMSPCE,VISNAGAR
Calculated Value of F statistics is 1.022 and probability value for testing our
hypothesis is 0.399 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
points of sale material as preference of a retail apparel store over other.
Calculated Value of F statistics is 2.320 and probability value for testing our
hypothesis is 0.061 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
courteous staff as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.808 and probability value for testing our
hypothesis is 0.128 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Occupation wise perceptual difference regarding
references as preference of a retail apparel store over other.
8.4 ANOVA for Family monthly Income
8.4.1 Functional attributes
Sum of
Squares df
Mean
Square F Sig.
Price range
(Functional
attributes)
Between
Groups 5.938 4 1.485 0.981 0.421
Within
Groups 168.019 111 1.514
Total 173.957 115
Location Between
Groups 3.88 4 0.97 0.751 0.559
Within
Groups 143.319 111 1.291
Total 147.198 115
Design
availability
Between
Groups 3.452 4 0.863 0.743 0.564
Female consumer behavior for organized apparel retail store
141 DBMSPCE,VISNAGAR
Within
Groups 128.85 111 1.161
Total 132.302 115
Credit
facilities
Between
Groups 19.573 4 4.893 3.299 0.014
Within
Groups 164.668 111 1.483
Total 184.241 115
Range of
apparel
Between
Groups 0.689 4 0.172 0.136 0.969
Within
Groups 140.303 111 1.264
Total 140.991 115
Type of
apparel
Between
Groups 6.072 4 1.518 1.247 0.295
Within
Groups 135.127 111 1.217
Total 141.198 115
Store name Between
Groups 3.617 4 0.904 0.671 0.613
Within
Groups 149.581 111 1.348
Total 153.198 115
Store size Between
Groups 7.813 4 1.953 1.342 0.259
Within
Groups 161.498 111 1.455
Total 169.31 115
Availability
of latest
Between
Groups 3.068 4 0.767 0.59 0.671
Female consumer behavior for organized apparel retail store
142 DBMSPCE,VISNAGAR
trend in
apparel
Within
Groups 144.38 111 1.301
Total 147.448 115
Offers and
discounts
Between
Groups 7.876 4 1.969 1.308 0.272
Within
Groups 167.115 111 1.506
Total 174.991 115
Service of
the staff
Between
Groups 4.724 4 1.181 1.338 0.26
Within
Groups 97.991 111 0.883
Total 102.716 115
After sales
service
Between
Groups 11.25 4 2.812 2.857 0.027
Within
Groups 109.259 111 0.984
Total 120.509 115
loyalty
programme
Between
Groups 8.432 4 2.108 1.557 0.191
Within
Groups 150.283 111 1.354
Total 158.716 115
Parking
space
(Amenities)
Between
Groups 2.125 4 0.531 0.417 0.796
Within
Groups 141.418 111 1.274
Total 143.543 115
Previous
intraction
Between
Groups 5.944 4 1.486 1.096 0.362
Female consumer behavior for organized apparel retail store
143 DBMSPCE,VISNAGAR
with outlet Within
Groups 150.504 111 1.356
Total 156.448 115
Knowlege of
the staff
Between
Groups 7.201 4 1.8 1.49 0.21
Within
Groups 134.109 111 1.208
Total 141.31 115
Table: 8.4.1 ANOVA for Functional Attributes of family monthly income perception
Interpretation:
Calculated Value of F statistics is 0.981 and probability value for testing our
hypothesis is 0.421 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding price
range as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.751 and probability value for testing our
hypothesis is 0.559 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding location
as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.743 and probability value for testing our
hypothesis is 0.564 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding design
availability as preference of a retail apparel store over other.
Calculated Value of F statistics is 3.299 and probability value for testing our
hypothesis is 0.014 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Income wise perceptual difference regarding credit
facility as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.136 and probability value for testing our
hypothesis is 0.969 because this value is higher than 0.05. Our null hypothesis is
Female consumer behavior for organized apparel retail store
144 DBMSPCE,VISNAGAR
accepted. Means there is no Income wise perceptual difference regarding range of
apparel as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.247 and probability value for testing our
hypothesis is 0.295 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding type of
apparel as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.671 and probability value for testing our
hypothesis is 0.613 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding store
name as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.342 and probability value for testing our
hypothesis is 0.259 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding store
size as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.590 and probability value for testing our
hypothesis is 0.671 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding
availability of latest trend in apparel as preference of a retail apparel store over
other.
Calculated Value of F statistics is 1.308 and probability value for testing our
hypothesis is 0.272 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding offers
and discounts as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.338 and probability value for testing our
hypothesis is 0.260 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding service
of the staff as preference of a retail apparel store over other.
Calculated Value of F statistics is 2.857 and probability value for testing our
hypothesis is 0.027 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Income wise perceptual difference regarding after sales
service as preference of a retail apparel store over other.
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145 DBMSPCE,VISNAGAR
Calculated Value of F statistics is 1.557 and probability value for testing our
hypothesis is 0.191 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding loyalty
programme as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.417 and probability value for testing our
hypothesis is 0.796 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding parking
space availability (amenities) as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.096 and probability value for testing our
hypothesis is 0.362 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding previous
interaction with the outlet as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.490 and probability value for testing our
hypothesis is 0.210 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding
knowledge of the staff as preference of a retail apparel store over other.
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8.4.2 Psychological attributes
Sum of
Squares df
Mean
Square F Sig.
Layout(Psychological
attributes)
Between
Groups 1.941 4 0.485 0.523 0.719
Within
Groups 102.982 111 0.928
Total 104.922 115
Architecture of the
store
Between
Groups 3.583 4 0.896 0.908 0.462
Within
Groups 109.555 111 0.987
Total 113.138 115
Symbols Between
Groups 8.916 4 2.229 1.492 0.209
Within
Groups 165.842 111 1.494
Total 174.759 115
Colours Between
Groups 4.628 4 1.157 0.649 0.629
Within
Groups 197.811 111 1.782
Total 202.44 115
Advertising Between
Groups 6.222 4 1.555 1.219 0.307
Within
Groups 141.666 111 1.276
Total 147.888 115
Store sales personnel Between
Groups 0.363 4 0.091 0.091 0.985
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147 DBMSPCE,VISNAGAR
Within
Groups 110.672 111 0.997
Total 111.034 115
Display Between
Groups 2.097 4 0.524 0.473 0.756
Within
Groups 123.075 111 1.109
Total 125.172 115
Point of sales material Between
Groups 3.405 4 0.851 0.754 0.557
Within
Groups 125.285 111 1.129
Total 128.69 115
Courteous staff Between
Groups 8.894 4 2.224 1.961 0.105
Within
Groups 125.89 111 1.134
Total 134.784 115
Referance Between
Groups 8.074 4 2.019 1.508 0.205
Within
Groups 148.615 111 1.339
Total 156.69 115
Table: 8.1.1 ANOVA for Psychological Attributes of family monthly income
perception
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148 DBMSPCE,VISNAGAR
Interpretation:
Calculated Value of F statistics is 0.523 and probability value for testing our
hypothesis is 0.719 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding layout
as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.908 and probability value for testing our
hypothesis is 0.462 because this value is less than 0.05. Our null hypothesis is
rejected. Means there is Income wise perceptual difference regarding architecture
of the store as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.492 and probability value for testing our
hypothesis is 0.209 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding symbols
as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.649 and probability value for testing our
hypothesis is 0.629 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding colours
as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.219 and probability value for testing our
hypothesis is 0.307 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding
advertising as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.091 and probability value for testing our
hypothesis is 0.985 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding store
sales personnel as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.473 and probability value for testing our
hypothesis is 0.756 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding display
as preference of a retail apparel store over other.
Calculated Value of F statistics is 0.754 and probability value for testing our
hypothesis is 0.557 because this value is higher than 0.05. Our null hypothesis is
Female consumer behavior for organized apparel retail store
149 DBMSPCE,VISNAGAR
accepted. Means there is no Income wise perceptual difference regarding points of
sale material as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.961 and probability value for testing our
hypothesis is 0.105 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding
courteous staff as preference of a retail apparel store over other.
Calculated Value of F statistics is 1.508 and probability value for testing our
hypothesis is 0.205 because this value is higher than 0.05. Our null hypothesis is
accepted. Means there is no Income wise perceptual difference regarding
references as preference of a retail apparel store over other.
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Findings
Most of the respondents (72.4 %) are wearing both type of apparel i.e. traditional
and modern.
61. 9 % respondents are visiting store once a month.
Mostly all respondents are like to go for shopping with friends or with family
members.
52 % of the respondent spending around 2 hours time on every visit of the store.
Mostly all respondent are spending more than 2500 RS. On apparel per year. Only
10 respondents (7.5 %) were spending less than 2500 Rs.
The ratio of buying branded apparels in respondent from diploma and school are
lower compare to respondents from PG and graduate.
Mostly all professional are buying the apparel from branded outlets.
103 respondents (76.87 %) are more concern with quality of the apparel. So we
can say that quality is the major factor influencing the buying decision of apparel.
Availability of latest trend in Apparel and Design availability are the most
important functional attributes for preference of retail Apparel store because the
mean 3.9310 & 3.9224 is higher compare to mean of other functional attributes.
In psychological attribute the most important attribute for preference of retail
store is display of apparel.
According to our research there is no age wise perceptual difference regarding all
functional and Psychological attribute as preference of retail outlet.
There is education wise perceptual difference regarding price range as preference
of a retail apparel store.
Occupation wise perceptual difference regarding after sales service as preference
of retail apparel.
There is Income wise perceptual difference regarding credit facility as preference
of a retail apparel store over other.
Education wise perceptual difference regarding references as preference of a retail
apparel store over other.
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151 DBMSPCE,VISNAGAR
Conclusion
Females are always very conscious about selecting apparels. Female purchase behavior is
varying according to their life style and culture. Functional and psychological both
attributes are affects on selection of apparel from organized apparel retail store. In
psychological attributes the most important attribute is preference of retail store is display
of apparel. One interesting object we find in our research is mostly all professional are
buying the apparel from branded outlets. An investigation in the female consumer
behavior for organized apparel store indeed help in enhancing the overall experience of
shopping and apparel products in the store. Female consumer evaluation of apparels is
effects on environmental psychology, retailing and consumer behavior. It can be an
interesting to analyze the attractive female consumer behavior on a particular organized
retail store on the perceived quality for the future research.
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152 DBMSPCE,VISNAGAR
Bibliography
Books:-
1. Berman & Evans; Retailing Management; A strategic Approach, PHI
2. Philip Kotler, Keller, Koshy & Jha, Marketing Management, A south Indian
Perspective.
3. Naresh Malhotra, Marketing Research, third edition, Pearson Education
4. Swapna Prathan,Retail management,third edition,The MacGraw-Hill companies
Articles:-
Paul Richardson, Arun K. Jain and Alan Dick, Journal of product & brand
management VOL. 5 No. 1 1996 pp. 19-28 at MCB university press,1061-0421.
Pavleen Kaur and Raghbir Singh, Guru Nanak Dev University, young consumers
VOL 8 No. 2 2007, pp. 128-138, at Emerald Group Publishing Limited, ISSN
1747-3616.
Begona Alvarez and Rodolfo Vazquez Casielles, department of business
administration, University of Oviedo, Oviedo, Spain, Asia Pacific Journal of
Marketing and Logistics, Vol. 20 No. 1, 2008 pp. 23-43, at Emerald Group
Publishing Limited,1355-5855.
Susana Garrido Azevedo, Madalena Pereira, Joao Ferreira, Vilma Pedroso,
University of Beira Interior, MRPA (Munich Personal RePEc Archive),MPRA
Paper No. 11908 posted 03. December 2008 / 13:35.
Preeta H. Vyas, IIMA, W.P. No.2007-11-02, November 2007,Research and
publication, pp. 1-13.
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153 DBMSPCE,VISNAGAR
ANNEXURE
QUESTIONNAIRE
Q1: Which type of apparel do you use?
Traditional
Modern
Both
Q2: With whom do you like to go for shopping?
Alone
With Family
With Friends
Q3: How frequently do you visit stores?
Once a week
More than once a week
Once a month
Once a year
Q4. On every visit how much time do you spend in a store?
1 hr.
2 hrs
3 hrs
4 hrs & above
Female consumer behavior for organized apparel retail store
154 DBMSPCE,VISNAGAR
Q5: How frequently do you go for buying apparel in a year?
Less than 3 times
3-5 times
More than 5 times
Q6: What is your expenditure on apparel per year?
Less than Rs 2500
Rs 2501- 5000
Rs 5001-7500
More than Rs 7500
Q7: Do you purchase branded apparels?
Yes
No
Q8: According to you, what are the reasons for buying branded garments?
Price
Easy availability
Quality
Status symbol
Comfortable
Brand image
Durability
Value for money
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155 DBMSPCE,VISNAGAR
Q.9 where do you buy your apparels from?
Branded Apparel Outlet
Any other Outlet
If you buy from branded apparel outlet then go to Q.10 otherwise go to respondent
profile
Q.10 If you purchase from branded apparel outlet then from which Branded
Apparel Outlet do you visit?
Levi‘s Pantaloons
Westside Oyo
Spykar Hara
Globus DJ & C
Pepe Jeans Zola
Lee Other__________
Q.11 Please rate the following functional attributes of your preference of a retail
apparel store over other on a scale from 1 to 5. (1 being the least preferable and 5
being the highest preferable attributes which attracts you towards the store. )
Attributes 1 2 3 4 5
Price range
Location
Design availability
Credit facility
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156 DBMSPCE,VISNAGAR
Range of Apparel
Type of apparel
Store name
Store size
Availability of latest trends in
Apparels
Offers and Discounts
Service of the staff
After Sales Service
Loyalty programme
Parking Space
Availability(Amenities)
Previous interaction with the
outlet
Knowledge of the staff
Q.12 Please rate the following Psychological attributes of your preference of a retail
apparel store over other on a scale from 1 to 5. (1 being the least preferable and 5
being the highest preferable attributes which attracts you towards the store.)
Attributes 1 2 3 4 5
Layout
Architecture of the store
Symbols
Colours
Advertising
Store sales personnel
Display
Points of sale material
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157 DBMSPCE,VISNAGAR
Courteous staff
References
Respondents Detail:
Name:
________________________________________________________________________
Age:
Below 25 25-35
36-45 46-55
Above 55
Educational Qualification:
PG
Graduate
Diploma
Schooling
Illiterate
Occupation:
Housewife
Professional
Student
Business
Government employee
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158 DBMSPCE,VISNAGAR
Family Monthly Income:
Up to 15,000
15,001- 30,000
30,001- 50,000
Above 50,000
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159 DBMSPCE,VISNAGAR