“A STUDY ON FACTORS INFLUENCING WOMEN’S BUYING BEHAVIOUR TOWARDS GARMENTS”
Dr.S.Franklin John
Professor& Principal, Nehru College of Management, Coimbatore Ms.R.Sheeja
Assistant Professor, Nehru College of Management, Coimbatore Mr.Abhijith S
II MBA Student, Nehru College of Management
Abstract:
The Indian women apparel market has undergone a transformational phase over the past few years - growing number of working women, changing fashion trends, rising level of information and media exposure, and entry of large number of foreign brands have given the industry a new phase lift. As a result, major player in the apparel market have now started to diversify themselves into women wear in order to capitalise the highly lucrative women apparel market. The market, in the past five years, posted a growth rate of good 14%. This growth is considerably very high compared to the world market share. This study aims to identify the major factors which will influence the women purchase decision making towards the women garments. This will help to understand the women purchase behaviour so that marketers can plan accordingly to promote their product at the right place at the right time.
Key Words: Garments, Women, Buying Behaviour, factors, brand,style, and price.
Introduction
History of Indian Textile Industry
The history of textiles in India dates back to nearly five thousand years to the days of the Harappan civilization (Wilson, Kax. History of Textiles, 1979). Evidences that India has been trading silk in return for spices from the 2nd century have been found. This shows that textiles are an industry which has existed for centuries in our country. Recently there has been a sizeable increase in the demand for Indiantextiles in the market. India is fast emerging as a competitor to China in textile exports. The Government of India has also realized this fact and lowered the customs duty and reduced the restrictions on the imported textile machinery. The intention of the government’s move is to enable the Indian producers to compete in the world market with high quality products. The results of the government’s move can be visible as Indian companies like Arvind Mills,
The history of apparel and textiles in India dates back to the use of mordant dyes and printing blocks around 3000 BC. The foundations of the India's textile trade with other countries started as early as the second century BC. A hoard of block printed and resists dyed fabrics, primarily of Gujarati origin, discovered in the tombs of Fostat, Egypt, are the proof of large scale Indian export of cotton textiles to the Egypt in medieval periods.
The textile industry is the largest industry of modern India. It accounts for over 20 percent of industrial production and is closely linked with the agricultural and rural economy. It is the single largest employer in the industrial sector employing about 38 million people. If employment in allied sectors likes ginning, agriculture, pressing, cotton trade, jute, etc. are added then the total employment is estimated at 93 million. The net foreign exchange earnings in this sector are one of the highest and, together with carpet and handicrafts, account for over 37 percent of total export earnings at over Rs.690 billion. Textiles, alone, account for about25 percent of India’s total forex earnings.
India’s textile industry since its beginning continues to be predominantly cotton based with about 65 percent of fabric consumption in the country being accounted for by cotton. The industry is highly localized in Ahmedabad and Bombay in the western part of the country though other centers exist including Kanpur, Calcutta, Indore, Coimbatore, and Sholapur.
The structure of the textile industry is extremely complex with the modern, sophisticated and highly mechanized mill sector on the one hand and the hand spinning and hand weaving (handloom) sector on the other. Between the two falls the small-scale power loom sector. The latter two are together known as the decentralized sector. Over the years, the government has granted a whole range of concessions to the non-mill sector as a result of which the share of the decentralized sector has increased considerably in the total production. Of the two sub-sectors of the decentralized sector, the power loom sector has shown the faster rate of growth. In the production of fabrics the decentralized sector accounts for roughly 94 percent while the mill sector has a share of only 6 percent.
India’s Major Competitors in the World
in 2012 to 6th position in 2013. India’s apparel exports, was to the tune of US$ 15.7 billion in 2013, as against US$ 12.9 billion in 2012. Among the top five global clothing suppliers except for the Vietnam; India’s Apparel Exports growth was highest registering 21.8% growth during the year 2013. Apparel exports from India accounts for 3.7% of share in the global readymade garment exports.
Need of the Study
This study aims to determine the buying behavioural pattern among women consumers in garments. It is my hope that the results of this study will help the apparel retailers, already existing in or planning to enter the market, in shaping their marketing strategies.
Objectives
To determine the level of women consumers satisfaction towards different brands of Garments
To study the factors which influence the women’s garment buying behaviour. Limitations
The study covered only the women consumers of Coimbatore, Tamilnadu. So the results cannot be generalized for the other states of India. Due to lack of time we were unable to cover a larger sample. Literature Review
Pathak and Tripathi (2009), made a study entitled “Women Customer Shopping Behaviouramong Modem Retail Formats: A Study of Delhi & NCR”. The Study is an exploratory research conducted in Delhi & NCR. It specifically focuses on women customer shopping behaviour in Indian scenario among the modern retail formats. Objectives of the study are to find out the factors that affect the buyer's decisions among the modern retail formats and to evaluate the comparative strength of these factors in buying decision of the buyers. Today's young consumers are inclined more towards leading a comfortable and hassle free life. RituNarang (2006) focus to explore the purchase behaviour of the buyers of branded women’s wear. The objectives of this research are to study the purchase behaviour of the buyers of branded women’s garments, to study the impact of advertising on the purchase decision of buyers, to study the impact of promotional activities on purchase behaviour of buyers. The research type was exploratory as it was conducted to develop a concept about the purchasing behaviour of buyers of branded women’s garments and the impact of advertising on their purchase decision. Krishnakumar&Gurunathan (2012) said consumer behaviour change in apparel purchase are attributed to; their want of more choice, value, service, experience and convenience. Not all individuals are built the same way have the same tastes. The study shows that the preference of custom made tailoring by next generation consumers is diminishing.Kervenoael, De et all (2011) found that the women’s decisions for buying textile garments are affected by functional values (i.e. cost, quality, guarantee & warranty etc.) as well as fashion (style, image).Mandhachitara, &Piamphongsan (2011) examined the impact of individual`s motivation for comparing with other people of their own social settings on professional women`s buying behaviour while choosing fashion clothes.
budget than their socio-economic status. The centre of this research is on clothing sector.Mintel, (2008)14 reported in his study that 20-24 and 25-34 age groups are of paramount magnitude to the marketers as women are less anxious about quality than style in their clothing. In order to discuss female or male shopping behaviour some main notions need to be clarified: The term sex is a genetic notion referring to whether a person is physiologically a man or a woman. It refers to psychologically, sociologically and culturally rooted behavioural propensities of men and women.
Research Methodology
The structured questionnaire was developed after a detailed discussion with both academia and industries from Coimbatore. The data were collected from different retail outlets of Coimbatore city by random sampling method. The collected data wereanalyzed using percentage and chi square analysis. Analysis
Table 1: From Where You Shop Garments Usually
Frequency Percent Valid Percent
Cumulative Percent
Valid retail shops 47 47.0 47.0 47.0
online 18 18.0 18.0 65.0
chain store 14 14.0 14.0 79.0
boutique 21 21.0 21.0 100.0
Total 100 100.0 100.0
Inference:-
From the table and chart 47% of respondents usually purchase garments from retail shops, 21% from boutique, 18% from online shopping, 14% from chain store.
Table 2: Main Criteria to Purchase Garments
Frequency Percent Valid Percent
Cumulative Percent
Valid Quality 11 11.0 11.0 11.0
Price 10 10.0 10.0 21.0
Comfort 34 34.0 34.0 55.0
Style 22 22.0 22.0 77.0
Color 5 5.0 5.0 82.0
Material 12 12.0 12.0 94.0
Brand 6 6.0 6.0 100.0
Total 100 100.0 100.0
Inference:-
Table 3: I Am a Brand Loyal Customer
Frequency Percent Valid Percent
Cumulative Percent
Valid strongly disagree 24 24.0 24.0 24.0
Disagree 16 16.0 16.0 40.0
Neutral 21 21.0 21.0 61.0
Agree 24 24.0 24.0 85.0
strongly agree 15 15.0 15.0 100.0
Total 100 100.0 100.0
Inference:-
From the table 24% of respondents are strongly disagree that they are brand loyal customer, 16% disagree, 21% are neutral, 24% of respondents agree and 15% of respondents strongly agree with the statement.
Table 4: I Look Carefully to Find Apparel with the Best Value for Money
Frequency Percent Valid Percent
Cumulative Percent
Valid Neutral 27 27.0 27.0 27.0
Agree 32 32.0 2.0 59.0
strongly agree 41 41.0 41.0 100.0
Total 100 100.0 100.0
Inference:-
Table 5: Fashionable Styling is Very Important for Me
Frequency Percent Valid Percent
Cumulative Percent
Valid strongly disagree 8 8.0 8.0 8.0
Disagree 21 21.0 21.0 29.0
Neutral 37 37.0 37.0 66.0
Agree 7 7.0 7.0 73.0
strongly agree 27 27.0 27.0 100.0
Total 100 100.0 100.0
Inference:-
From the table 8% of respondents are strongly disagree that fashionable styling is very important for them, 21% disagree, 37% are neutral, 7% of respondents agree and 27% of respondents strongly agree with the statement.
Table 6: I Am Influenced by Celebrities Fashion Label
Frequency Percent Valid Percent Cumulative Percent
Valid strongly disagree 15 15.0 15.0 15.0
Disagree 8 8.0 8.0 23.0
Neutral 16 16.0 16.0 39.0
Agree 27 27.0 27.0 66.0
strongly agree 34 34.0 34.0 100.0
Inference:-
From the table 15% of respondents are strongly disagree that they influenced by celebrities, 8% disagree, 16% are neutral, 27% of respondents agree and 34% of respondents strongly agree with the statement.
Table 7: I Am a Price Sensitive Customer
Frequency Percent Valid Percent
Cumulative Percent
Valid strongly disagree 10 10.0 10.0 10.0
Disagree 27 27.0 27.0 37.0
Neutral 12 12.0 12.0 49.0
Agree 36 36.0 36.0 85.0
strongly agree 15 15.0 15.0 100.0
Total 100 100.0 100.0
Inference:-
From the table 36% of respondents agree, 27% disagree, 10% of respondents are strongly disagree with they are price sensitive customer, 12% are neutral, and 15% of respondents strongly agree with the statement they are a price sensitive customer.
Table 8: Cross tabulation analysis marital status with respect price sensitive customer
i am a price sensitive customer
strongly strongly
disagree disagree neutral agree agree Total
marital status of married 3 8 6 22 8 47
respondents
single 7 19 6 14 7 53
12
Inference:-
From the table 36% of respondents agree with they are price sensitive customer, 27% disagree, 10% of respondents are strongly disagree, 12% are neutral, and 15% of respondents strongly agree with the statement they are a price sensitive customer.
Table 9: Chi-square test on age of the respondents with most preferred type of garments
Hypothesis
H0: There is no association between age and most preferred type of garments H1: There is association between age and most preferred type of garments
Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 9.008a 2 .011
Likelihood Ratio 9.151 2 .010
Linear-by-Linear Association 7.107 1 .008
N of Valid Cases 100
a. 1 cells (16.7%) have expected count less than 5. The minimum expected count is 4.70. Inference:-
From the above chi-square table it is inferred that the significant value is .011 which is less than 0.05 hence we reject null hypothesis therefore there is association between age and most preferred type of garments.
Interpretation and Discussion
From the above analysis and interpretations and the help of the literature review, we form the following discussions to understand why this results has occurred.
pleasant ambience environment in the shop so that it will be more comfort and convenient for the customers.
Use of branded products becomes a prestigious matter for the customers. The customers prefer branded products so the retailers try to make available the most of the brands in the respective segment to the customer will create a good image in the minds of the customers.
Women in our society become more fashionable and using trendy designs. They are ready to accept new designs and new products coming in the market. The retailers have to update the stocks in their shops and ready to offer products based on the trends and remove out dated designs from the display.
Price is a major factor which influences the preference of shop as well as the products. The married people are price sensitive than the unmarried customers. Age is also an influencing factor of selection of garments.
Conclusion
From the study we can understand women customers get influenced by various factors like children, husband and recently TV serials. The influence happens because of both psychological and family constructs. Whatever technology updation is happening (online purchases), women customers prefer physical purchase (by seeing and feeling the garment). They love a retail outlet which is customer friendly by means the outlet should be self explanatory. They do need special assistant and care when they want to see a particular garment against them. If the retail shop is having virtual studio install at their outlet, this can be solved because they basically having shy character. Sales person at the retail shop motivates the customer with positive words; the chance of finishing the sale is much higher. This point should be taken and sales force has to be trained on this particular skills. The brand of the garment gives a positive opinion if it is endorsed by a celebrity.
References
Pathak. S.V. and Adithya P. Tripathi, (2009). Consumer shopping behaviour among retail formats: A
study of Delhi & NCR. Indian journal of marketing.
Lalitha. A., Ravikumar, J.andPadmavali, K. (2008). Brand preference of Men Wear. Indian Journal of Marketing.
RituNarang,(2006).A Study on Branded Men Wear.Indian Journal of Marketing.
Krishnakumar, M.&Gurunathan, K. (2012), “A Study on Age Demography in thePreference of Custom Made Tailoring for Dress Making by Men in Tamil Nadu.” European Journal of Social Science; Jan2012, Vol. 27 Issue 2-4.
Kervenoael, R., Catherine, C., Palmer, M. &Hallsworth, A., (2011), “Challenging market conventions:
Supermarket diversification and consumer resistance in children's apparel purchases” Journal of Fashion Marketing & Management; Sep2011, Vol. 15 Issue 4.
Piamphongsant, T., &Mandhachitara, R. (2008). Psychological antecedents of career women's fashion clothing conformity. Journal of Fashion Marketing and Management.
Thomson, C.J. Polio, H.R, and Locander, W.B. (1994). The spoken and unspoken.Journal of consumer
research.
Alerck, P.L., & R.B Settle (2001). Consumer attitudes towards consumer goods. Global business
trends contemporary readings, Academy of business administration.
Taylor, S.L., &Coszena, R.M. (2002). Profiling later aged female teens: mall shopping behaviour and clothing choice. Journal of consumer marketing, 19(5), 393-408.
MARTIN, C.A.,& TURLEY, L.W. (2004). Malls and consumption motivation; an exploratory examination of older generation Y consumers. International journal ofretail & distribution management, 32(10), 464-475.
Bakewell, C., Mitchell, V.W., Rothwell, M., 2006. UK Generation Y fashion consciousness. Journal of Fashion Marketing and Management.
Moss, G. (2009). Gender, design, and marketing: how gender drives our perception of design and
marketing. Aldershot, Hants, England: Ashgate
Beaudoin, P.; Lachance, M. J., (2006) Determinants of adolescents' brand sensitivity to clothing, Family and Consumer Sciences Research Journal.
Rahman, O., (2011) Understanding Consumers’ Perceptions and Buying Behaviors:Implications for Denim Jeans Design, Journal of Textile and Apparel, Technology and Management.
Vieira, A.A. (2009), An extended theoretical model of fashion clothing involvement, Journal of Fashion Marketing and Management.
Jägel. T, Keeling. K, Reppel. A&Gruber, T (2012) “Individual values and motivational complexities in ethical clothing consumption: A means-end approach” Journal of Marketing Management,
Volume. 28 Issue 3.
Helen, M &Charlotte, L. (2012), “Analysing the influence of the presentation of fashion garments on young consumers' online behaviour.”Journal of FashionMarketing & Management; 2012, Vol. 16 Issue 1.
Irani. N (2011), “The Effects of Variety-seeking Buying Tendency and Price Sensitivity on Utilitarian and Hedonic Value in Apparel Shopping Satisfaction”,IntemationalJoumal of Marketing Studies, Vol. 3, No. 3.
Maria,H., Anne, H. &Pia P (2011), “An exploration of how mature women buy clothing:
empirical insights and a model.” Journal of Fashion Marketing &Management; Mar2011, Vol. 15 Issue 1.
Lahiri, I. & Kumar, P. (2010), “Factors Influencing Purchase of Apparels from Organized Retail Outlets.”, IUP Journal of Marketing Management, Feb2010,Volume. 9 Issue 1.
Saravanan, S. (May 2010). A study on consumer behaviour of women with the special reference to duable goods in Coimbatore City, Tamil Nadu. India Journal of Marketing , Volume 40, Number 5.
Lawrence, M., Teich, I. & Sylvia D (2009) “Fashion Accessory Buying Intentions Among Female
