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Dissertation

Effect of Brand on Consumer Buying Behavior:

A Study on Impact of European Shoes and Clothing

Brands in India

Type of Documents : Dissertation

No of Words : 19000

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Effect of Brand on Consumer Buying Behavior: A Study on Impact of European Shoes and Clothing Brands in India

This is a sample document

Email: [email protected], Phone: (UK) +44 203 3555 345 Website: http://www.globalassignmenthelp.com/

Acknowledgement

I have taken immense effort to accomplish this project; however it could not have been

possible without the valuable support and help from several individuals. I would like to

acknowledge in my sincere thanks to all those people who offered in assistance in this project.

I would also like to express my gratitude to my family members and mentor who offered

me to chance to complete this project.




Abstract

Branding is one of the most important aspects in the modern business conditions, here in

brand image and loyalty plays a prominent role in the success of an organization. The main idea

behind the current research is to offer in insight of the concepts and brand loyalty that influences

on customer buying decisions and behavior in the market. Branding is a matter of great concern

in the current market conditions and organizations spent in maximum amount of resources to

design and manage in its brand image in the minds of customers.

as well as primary research has been undertaken to evaluate in the exact details of study. A primary

assessment has been accomplished with survey method among Indian customers who prefers in to

shop for European brands. From the analysis it has been found in that branding is a complex

process that is being developed for a particular activity of an organization, group or person. It

needs to be designed in carefully to present in qualities that will help in to attract maximum number

of people towards the brand and if managed appropriately effective results can be acquired that

makes in to develop brand name for an organization.

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Table of Contents

Chapter -1 Introduction ................................................................................................................... 1

1.1 Overview ............................................................................................................................... 1

1.2 Structure of research.............................................................................................................. 3

1.3 Focus and purpose of research .............................................................................................. 4

1.4 Research question .................................................................................................................. 5

1.5 Framework and analysis ........................................................................................................ 5

Chapter - 2 Literature Review ......................................................................................................... 8

2.1 Introduction ........................................................................................................................... 8

2.2 Consumer behavior meaning ................................................................................................. 9

2.3 Importance of consumer behavior ....................................................................................... 10

2.4 Significance of European brands on Indian buying behavior ............................................. 12

2.5 Factors influencing purchase decision of Indian consumers ............................................... 14

2.6 Consumer behavior models ................................................................................................. 17

2.7 Position of European brands in the Indian market .............................................................. 18

2.8 Consumer behavior trend in India ....................................................................................... 19

Chapter – 3 Research Methodology .............................................................................................. 21

3.1 Introduction ......................................................................................................................... 21

3.2 Research Aims and Objectives ............................................................................................ 22

3.3 Research Philosophy ........................................................................................................... 23

3.4 Research Approach ............................................................................................................. 23

3.5 Research Type ..................................................................................................................... 24

3.6 Sampling.............................................................................................................................. 24

3.7 Data Collection .................................................................................................................... 25

3.8 Data Analysis ...................................................................................................................... 26

3.9 Research Validity and Reliability ....................................................................................... 26

3.10 Limitations of Study .......................................................................................................... 27


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3.11 Ethical Considerations....................................................................................................... 28

Chapter – 4 Data Analysis ............................................................................................................ 29

Chapter – 5 Conclusions and Recommendation ........................................................................... 40

Chapter 6 - Reflective Statement .................................................................................................. 47



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Figure 1: Factors influencing consumer behavior ........................................................................ 15

Figure 2: The Black Box Model ................................................................................................... 17




Chapter -1 Introduction

“The fact of buying changes the dynamics of relationship and purchasing motives indicates

a customer to buy a product or service. There is a motive of buying behind every purchase. The

modern concept of marketing considers the consumers as the king or supreme factor that is

dedicated towards their contentment and to delight the customers is the main mission of business”

(Mcnurlin, 2003).

It is essential to analyze the marketing environment and behaviors of consumer as every

human being differs in terms of age, sex, culture, education, occupation, religion, income and

nationality. These attributes makes the needs of consumers also diverse and purchase decision is

made according to the requirements. Understanding consumer behavior is essential for

organizations to design marketing strategies and achieve a competitive position in the market. In

today’s changing world where technology is developing at swift pace the tastes and demands of

customers are also changing in a gigantic manner (Blythe, 2013). Here, in order to fulfill the

anticipation of customers it is important that latest consumer trends and tastes are being analyzed

and accordingly products and services are offered.

Consumer behavior provides valuable suggestions and guidelines to marketers on novel

technological factors that they need to explore. In order to recognize and comprehend about the

probable customers and their purchasing behavior an organization must undertake and rely on

concept of marketing that will aid in taking necessary steps to consistently keep in touch with



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buyers and know about their requirements and expectation from a product or service. The behavior

of consumers are affected a range of factors that mainly depends upon characteristics, attitude,

values, needs, economic and cultural background like sex, age and status. The combined impacts

of these factors have influence on purchase decision and behavior of buyers (Tyagi, 2004).

Consumer behavior have outcome from environmental and individual impact to attain an ideal

self-image to safeguard the own image which they want to acquire and individuals control the

behavior of purchasing.

Understanding about consumer behavior starts with the study of customers purchasing

process, it is a five step activity that begins with recognition of need which ultimately leads into

information search and when information is achieved from numerous sources, the next step begins

is to evaluate and intent where in buyers assess various parameters of the goods and services

(Koufaris and et. al., 2002). These steps lead into purchase decision where in it is converted into

actual buying of goods and services. The final steps comes is assessment of post purchase behavior

of consumers, it is undertaken to see if they are satisfied with goods and services received and

whether recommends other probable customers to make repetitive purchase decision. It is crucial

to assess because if a customer is not contended with purchase a bad word of mouth could follow

by consumers and may seek in for substitute product or service (Brand Strategy, 2012).

Buyers utilize different brands as confirmation that depicts performance of a product rather

than acquiring themselves in search of information to assess between two different brands. Many

of the consumers use different brands as an indication to make their own purchase decision. In the

past several years a tremendous shift has been observed from local to national brands in all around

the world (Hiatt, 2006). A tremendous move has been observed in purchasing of apparels and

shoes which has become a trend among people who belong to different age groups, cultural

background and genders. Due to advent of several brands in the apparel and shoe industry,

consumers are making purchase decision with careful analysis.

It has been seen that many of the brands are moving towards internationalization of their

operations in several different countries (Kotler and Pfoertsch, 2006). A transformation has been

observed in the consumer buying behavior of this industry because of cut throat competition

present in the marketplace. In cloths and shoes both have to face intense amount of competition

and large number of top level national and global brands have entered in to this market. Every

brand is known for its distinguished features and extra ordinary craftsmanship with high range of




quality and premium price (Brinkmann, 2004). Whereas, there are other brands in which charges

an increased amount but quality is not similar. There has been drastic amount of change observed

in Indian consumers mainly in their spending habits. Nowadays, consumers are giving much of

significance to their life pleasure and educating their children (George, 2010). Customers of India

have changed their mindset and now needs global and branded products in their routine lifestyle.

The present research report has been designed to assess the consumer behavior of India, in which

focus is given to evaluate the effect of brands on Indian buyer’s mindset mainly after entrance of

European apparel and shoes brand in India and its impact on customers.

Chapter 1: Introduction – This section of the survey presents a deep insight in the area of study

and it covers the main outline of research which includes focus and purpose, framework and the

significance of this research in other areas.

Chapter 2: Literature Review – This chapter gives importance on assessment of previous work

done and reviews different authors and researchers views on related topic. It mainly informs about

consumer behavior and the changing trend in Indian buyers behavior. In this context numerous

academic and scholarly journals, books, online materials and articles have been evaluated to

arrange this art of report. Literature review has importance as it helps to comprehend the diverse

perspective of various authors and assess the gap in their path.



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Chapter 3: Research Methodology – It reflects about different methodologies that have been

enforced to acquire information and evaluate the data. It involves formulation of research question,

aims and objectives, data collection and analysis method and limitation and ethical considerations

of the study.

Chapter 4: Data Analysis & Findings – This section of the research has been designed to assess

the collected primary data and mainly includes assessment of results so that valid conclusion can

be formulated.

Chapter 5: Conclusions & Recommendations – It is the last chapter of report that includes the

entire reports outcomes and draws out findings of research with adequate recommendations for

further enhancement in the area of research.

1.3 Focus and purpose of research

Focus The aim of current research is to analyze the buying behavior of Indian customers and how

European footwear and apparel brands influence their behavior for buying decisions. The main

motive of this research report is to assess consumer behavior and changes that has been observed

among Indian consumers. It will give attention to evaluate the impact of European apparel and

footwear brands in Indian market and buyers.

Objectives;

To understand the buying behavior of Indian consumers.

To classify the reason behind switching from local brands to international brands.

To identify the key features perceived to be superior in International brands.

To comprehend the popularity of European shoes and clothing brands among Indian

consumers.




Purpose There are several studies that have been undertaken in the area of consumer behavior. The

significance of consumer behavior mainly in terms of adequately developing and interpreting the

behavior which is crucial for the success of an organization. Ultimately the way consumers behave

is associated with selection of products and services for buying has a massive impact on buyer’s

perception (Hoyer and et. al., 2008). There are numerous aspects that should be given due

importance when assessing the role and importance of consumer behavior. The value of consumer

behavior is also important when it comes to foresee the needs and wants of any consumer.

1.5 Framework and analysis

This part of the research report mainly gives in direction about the series and form in which

research will be undertaken. The division of framework of the report provides detailed information

about the different strategies and method that has been implemented to accomplish the research. It

fundamentally depicts the exact framework of numerous approaches of research that has been used

in the study and defines the associated techniques of research (Johnson and Christensen, 2010).

The main importance of this part is substantial as the validity of research will be analyzed with the

help of it. Here, in below mentioned are the points through which research will be undertaken in

present research report;



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Research Design – This section covers all the method and process that has been implemented

to accomplish a research. Research design is mainly of two types i.e. descriptive and exploratory.

In the present research report, exploratory design has been used as the main attention will be

offered to assess the exact factors influencing consumer behavior in India.

Research Philosophy – It aids in researcher to identify a specific set of pattern for

investigation. Here, in both the methods i.e. interpretivism and positivism has been used to acquire

a meaningful outcome form the survey.

Sampling Technique – In the present study sample will be selected through stratified sampling

method, in which technique will be applied to select a sample that can give information about

entire sample. Here, in a total of 50 samples would be selected of Indian consumers who shop for

branded products. The respondents will be selected from Mumbai and Delhi through strata and it

will be comprised up of both elite class and upper middle class people. In the study two strata from

both the classes of Delhi and Mumbai will be chosen.

Data Analysis Technique – The acquired data would be analyzed with the help of qualitative

methods, here in thematic analysis will be selected as it will aid in depicting the exact responses

for every question in a detailed manner.



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1.6 Potential significance of research

The current research report has major significance in both the areas i.e. academic and

practical research area. The existing theories in consumer behavior are implemented here in to

assess the market trend in India and its impact on consumers purchase decision. Development in

technologies and communication system has assisted many of the corporation to enter into the

global market and have built a link between markets through information flow (Lehmann and

Keller, 2006). This kind of trend in market aids in to enhance the global operations and enhance

the requirement of time and efficiently deal with international competition.

As, many of the corporations enter into the global market, branding plays a important role

in framing up of entire marketing strategy. Consumer’s uses brands as proof to assess the

performance of product in spite of getting them included in search of information to decide

between two branded products (Bruce and Daly, 2006). Many of the buyers use brands as a sign

to make effective purchase decision and a vast amount of shift has been observed in India where

in consumers today mostly prefer branded global products to fulfill their requirements. Hence, this

research will add on massively to the existing literature and will aid in to assess the differences

and point of similarity between actual process and reviews of author.

The present research reports also have importance in practical situation as companies are

giving much amount of attention to globalize their brands and assess behavior of Indian consumers.

Therefore, this study is aimed towards highlighting the main base of knowledge and will also help

in development of marketing strategies in organizations through sustainable development of

organization.




Chapter - 2 Literature Review

2.1 Introduction

Literature review section provides wisdom for a precise study that is required to be

undertaken and it focuses on evaluating the previously published articles and scholarly journals in

the area of study. It is mainly a step which is conducted in the initial period of research that shows

the analysis and provides outline of the survey with different literary sources. In this research

report aim is to assess the impact of European footwear and apparel brands in the Indian market.

The Indian economy has been rising with a developing disposable income which has

ultimately led to increase in aspiration of customers and have offered an easy access to buyers

finance offering a source to attain the objectives and requirements of market. Many of the changes

can be observed in the behavior of Indian consumers and market has grown gigantically by

providing ample of opportunities to various brands. In this context here in a detailed secondary

analysis has been undertaken in which diverse areas of Indian consumer behavior and factors

influencing it will be studies and further more research would be made to assess the impact of

European shoe and apparel brands in the Indian market.



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2.2 Consumer behavior meaning

Consumer behavior is the study of individuals, groups or various organizations and the

process they utilize to select, safeguard and dispose of goods, ideas, services or experiences to

fulfill the requirements and the effect that these processes have on the customer and society.

Consumer behavior of every individual is diverse form others that depends on choice of purchase

that is influenced by purchasing habits and selections that are in turn altered by different

psychological and social drives that effect buying decision process (Pal, 2011). Consumer behavior

mainly focuses on assessing the ways how buyers make a purchase decision prior to spending their

resources, money, effort and time on consumption aligned with items.

According to Hoyer and Macinnis (2008) –“The totality of consumers decision with respect

to the attainment, expenditure and disposition of products and services, time and idea by different

human decision making units” (Shma, 2012). Consumer behavior is a process which is included

when groups or individuals select, buy or utilize and products and services to fulfill the desires and

needs. It includes more than just simply purchase of any goods or services and it also reflects how

the buyers decide and purchase to undertake a specific functions. An analysis of buying behavior

provides in an ability to make better decisions and assists customers to make effectual decisions.

Consumer behavior mainly focuses on how does individuals makes decision to spend their

valuable resources for consumption of any related items.

It has been defined by author Schiffman (2007) – “The behavior that buyer’s shows in

searching for purchasing, utilizing, analyzing and disposing of goods and service that they

anticipate will fulfill their requirements” (Blackwell and et. al., 2006). Buyer behavior includes

what they purchase, why they buy it, where they buy it and how often buy it and how they assess

after purchase of any products or services. Customers are the main key to any business because

ultimately every goods and services reach to them and it is only customers who can accept or

refuse the product. Therefore, it can be stated that buyer are the main reason for failure or success

of any corporation and it also becomes essential to comprehend about the buying behavior to

efficiently grow any business. This concept always differs from several reasons i.e. age, sex,

location or country. Various customers in diverse nations have different behavior and perception

to look upon particular thing. Especially in a country like India where there are different cultures

and the customers are not too much broad in their way of thinking (Global Luxury Apparel




Retailers Eyeing Indian Markets, 2009). Here, in customers of every state have different thinking

because of the cultural and environmental influence.

It has been found from many of the researches that there has been considerable amount of

change observed in the way Indian consumers are spending their money on different products.

With a rise in social media and internet the purchasing behavior of Indian customers have changed

dramatically. Many of the states in India have seen urbanization and it is ultimately influencing

the purchase decision and life style of customers. Indian consumers are seen as inclined towards

high degree of value orientation and are a profitable market with huge market opportunities even

for costly goods (Sharma, 2011). Consumer behavior in India is observed to be changed a lot and

is presently mostly influenced by celebrity, freebies, foreign brands, online shopping and demand

suit the tastes of customers better. Not only it is critical to producers but also for mediators included

to transfer any product to the actual end users. Hence, assessing the consumer behavior aids in to

recognize the crucial points and also shows the positive impact of business. it is a significant theory

that mainly intends to enhance the marketing strategies and also helps in to comprehend about the

buyer behavior that marketers try in to understand the way consumer feels (Olufisayo, 2013).

Consumer behavior plays an essential role in the success of any business and there are

various dynamics that are included in it like family values, cultural issues and decision making

process of customers. It also has special consideration on several special occasions that marketers

look in to highlight their particular product in a special way and influence buyers to purchase their



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products. It has huge importance in the area of marketing and for success of any business

corporation. In this context some of the importance of this concept are as mentioned below;

An analysis of consumer behavior aids in marketers to take essential decisions with respect

to designing of probable strategies and assists them to evaluate the type of promotional

offers or marketing campaigns need to be undertaken.

It also helps in to analyze whether marketer should rely on similar product or extend the

product portfolio or launch any new product in the market.

It also aids an organization to re-establish corporate polices or take particular action in

order to redesign the mission of statement of an organization.

Consumer behaviors also have probable impact on the online market and social networks

that aids in companies to target a particular set of consumers.

It gives in customers a separate nation of diverse faces with good and bad attributes.

A study of buyer behavior aids in to schedule the events for future.

India is presently having youngest population and there are lots of various young people in

diverse income segment and locations who are having impact on the way of spending. The most

challenging concept in marketing is to manage and deal with changing behavior of buyers. The

attitudes of Indian consumers have undergone a major transformation over several years. The

customers of India today want to live a life which is full of luxury and comfort. The Indian middle

class sector has offered a great boost to the buyer culture during in the recent time period and it is

believed that their behavior will consistently change in the coming future (Factors influencing the

behaviour of buyers, 2013).

Due to the rapid growth of service sector income of people in India is also increasing, it is

rising due to the fact that people are swiftly shifting towards service sector and growth prospects

are comparatively high. The preferences and tastes of present generation are changing swiftly and

the customers of India today does not hesitate pay extra for better brands and facilities. Customers

of India have become very much brand conscious and it has ultimately given rise to luxury products

in India and many of the foreign brands have Indian market in current time period. The main reason

behind this is that the purchasing power of customers in this nation is increasing and buyers are

very much familiar with brands and does not hesitate to pay an increased amount for a quality

product.




2.4 Significance of European brands on Indian buying behavior

The Indian consumer market is facing an increased disposable income with the

development of modern urban lifestyles and a rise in awareness among buyers has also contributed

heavily in transforming the buying behavior in the Indian market. According to a report by

provided by Mckinsey & Co. 2007 India is all set to rise into fifth largest consumer market in the

global world by 2025. These demographic movements have brought in ample of opportunity for

several foreign brands in the Indian market. In the present time period many of the European

Customers of India have well developed a lifestyle that has emerged from the changing

attitude and mind set of people. With an exposure to western influence and a need for self-pleasure.

Increasing awareness about fashion and the desire to be seen as in vogue has led to the instant

growth of apparel clothing category. Many brand conscious customers behave initially with a

restricted to different men’s apparel with swift urbanization has now brought in women’s clothing

line as well. There consistent shift from traditional buy and stitch to readymade wear for comfort

and larger selection have added the increase in purchase through diverse departmental stores

(Shma, 2012).

This segment is considered to be the originator of modern departmental sector and in has

witnessed many of the producers into several front end retailing. Over the years many of the brands

has not only re-associated their product offerings but also have moved ahead to provide additional

value added services to customers. The policy of foreign direct investment has allowed 51%

investment in single brand and has experienced a rapid development with critical success factors



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that would provide affordable and accessible fashion brands in order to keep consumers involved

in business (Footwear industry takes a brisk walk, 2009).

In this aspect one of the other sectors that have been exclusively developed is the Indian

footwear industry. This sector have turnover of around 9500 Crores and is increasingly dominated

by men’s footwear and is anticipated to grow at a rate of 20% in upcoming years. Initially it was

a highly unorganized sector but now has been developed with an emerging organized retail

industry. The trend has entirely been changed and with changing lifestyle and increasing brand

consciousness in urban population has offered ample of opportunities to grow. However the trend

has entirely been changed presently and the increased brand awareness has provided ample amount

of space to international footwear brands to enter into the Indian market. Many of the European

brands have entered into the Indian market through franchise opportunities to aspire entrepreneurs

(Kala, 2012).

Earlier footwear industry has been rising and it was previously dominated by Liberty and

Bata, however today many of the international brands like Lee Cooper, Adidas, Reebok and Nike

have made a remarkable presence in the Indian footwear industry. In this context many of the

European brands like Woodland, Lee Cooper, Puma, Adidas, Reebok and Staccato have made

their presence in Indian market through franchise mode (Indian footwear market has large

potential, 2011). There are numerous foreign brands that are introducing their products in Indian

market and are performing in an effective manner.

The apparel market in India is growing rapidly in the recent years. Rising urbanization and

rapid growth has introduced a new class of customers. These customers have passion for fashion

and so they are ready to spend more money on apparels and shoes. As a result, there is a great

opportunity for the foreign and European players to invest in Indian markets. India is the second

largest retail category in apparels after food and groceries, which represents approximately 10%

of the total market. Many of the European brands such as Olymp, Barker, Bugatti and Ted Baker

have set customers in India (India’s fast-growing apparel market, 2010).

Comparison between European and Indian brands

European and Indian clothing and footwear brands have become popular all over the world.

Among the world’s top designers, some come from Europe. These include Armani, Louis Vuitton

etc. Higher end clothing such as evening gowns, formal wear, tuxedos and some casual clothes

such as jeans, t-shirt are also included in these brands. India is also not lacking behind from Europe.




Unique traditional collection of clothing in India includes saris, lehangas, salwar kameez and

ghagra cholis for women and Kurtz, dhoti and lungi for men. Brands which operates in India deals

with these type of clothing and so there huge market is limited to India only. Some of the Indian

brands include Ritu Bari’s authentic Indian designs, Rohit Bal’s bridal collection, Satya Paul’s

ethnic wear for women, Manish Arora’s unique designer clothes and Sabyasachi’s famous

traditional Indian designs. Some of the top shoe brands in India include Bata, Liberty, Reliance

Footprint etc (Top Shoe Brands in India, 2010).

2.5 Factors influencing purchase decision of Indian consumers

Consumer behavior is a particular undertaking that depicts the attitude of customers towards a

product. It reflects the likeness of buyers towards any product or service. It plays a crucial role in

the accomplishment of organizational goals. A corporation’s success mainly depends on the

customer’s perception and positive behavior. In present time period many of the global companies

exactly relies on the concept that a buyer must be fully contended (Consumer buying behavior is

changing with Internet penetration, 2012).

To achieve the satisfaction of customers many of the corporations are undertaking research

and development on the products and from this they acquire a true image about the products and

services in the market. The companies further develop and enhance existing product in the basis of

customer’s feedback and attitude that brings in change in the goods accordingly. Consumer

behavior covers every aspect of purchase, usefulness and disposal of goods and services (Consumer



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Buying Behaviour in the Recession: Global Online Survey, 2012). Every organization is considered

within the framework of customers and inability to understand about behavior of buyers could

provide harmful result for an organization.

The buying behaviors of customers are influenced by an individual’s own personality traits

and it does not remains the same but alters from within the life span. The income level of an

individual also plays a crucial in determining about the consumer behavior. Other than this purchase

decision is also influenced by other factors like learning, beliefs, motivation and attitude. These

factors influence the psychological level and aid in to determine the overall buying behavior. In

this context marketers need to give attention on analyzing the perception of customers about a brand

rather that actual presentation of goods. There are various factors that affect the consumer buying

behavior some of them are as mentioned below;

Figure 1: Factors influencing consumer behavior

(Source: Charan, 2012).

Cultural factors – It has a significant effect on customers buying behavior and it is one of the

most basic reasons behind an individual’s wants and behavior. Every individual learn the basic

values, attitude and wants from the family and other significant groups. Every group or society has

a prevailing culture and it plays a major role in buying behavior that could differ from nation to

nation. While promoting any product the common culture prevailing in the area must be kept in

mind because failure to this could lead into ineffective marketing issues (Hoyer and Maclnnis,

2008).

Social factors – A consumers buying behavior is also influenced by many social factors such

as the groups to which the buyer belongs and societal status. Every culture has sub-culture and a

group of people that shares similar values. It includes many factors within that ultimately influence




on it like reference groups, family members and role and status. Family is one of the most significant

factor and influences in the consumer buying behavior (Social factors affecting consumer buyer

behavior, 2013). An individual belongs to many groups and have a role in the society that includes

clubs, organizations and family. The purchase decision is also influenced by several factors and

consists of activities of people.

Personal factors – It is an important factor and influences massively in the consumer decision

making process. Personal factors include diverse traits like occupation, age, lifestyle, personality,

economic condition and self concept of a buyer. It has been found that the nature of an individual’s

job has a direct impact on the goods and brands that a customer prefers to purchase.

Psychological factors – It involves distinguished factors within it like perception, motivation,

Indian buyers are also associated with principles of care, affection and nurturing, goods and

services which express feelings and emotions gel up easily with Indian consumers. Over the time

period as an outcome of increased literacy rate in the nation and exposure to western countries there

has been significant amount of increased consumer awareness among Indians. In present time more

and more customers are selective goods on the basis of quality and brand of products and services

(Assael, 2005). This awareness has made Indian customers to seek in for more consistent and

reliable sources to purchase products that have a increased brand equity and where in accountability

is more pronounced.



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A change has been observed in Indian consumers buying behavior because today customers

also prefer to purchase from a place where their feedback is more valued. The buyers are now more

discerning, well acquainted with technology and try to rely on goods that come from a trusted brand.

Indian consumers are very much pricing sensitive and like to purchase products that provide value

for money to them.

2.6 Consumer behavior models

Consumer behavior models are essential tool that organizations utilize to understand about the

buyers attitude and factors that aid in making purchase decision. Consumer behavior model aids in

management to make right things for right people by associating with behavior showed by people

coming in contact with the purchase point (BCI: Top European brand shares sustainability strategies

with global suppliers, 2013). In order to measure the effectiveness of marketing strategies and

further plans to achieve a competitive advantage in the market in respect to have a consumer

behavior model that is going to aid.

Consumer behavior model aids in to define about customers how they make purchase decisions

and what all factors they use and dispose of the purchase of goods or services. The significance of

consumer behavior for a marketer is an essential process during the point of decision making and a

marketer needs to assess the way buyers behave and capable of selling their products that can

generate profitability and also be able to contend the consumer behavior through which success can

be attained. In this context that vividly expresses the consumer behavior is the black box model.

Figure 2: The Black Box Model

(Source: Khullar, 2013).

The black box model reflects the interaction of stimuli, attributes of consumers, decision

making process and response of buyers. It can be differentiated between interpersonal or




intrapersonal stimuli. In this model the stimulus for marketing are adequately planned and

processed by organizations whereas, the external environmental factors are provided by diverse

economical, social, political and cultural situations of a society (Ramesh, 2008). This model

includes characteristics of consumers, decision making process that exactly defines the response of

buyers.

Black box model considers the response of buyers as an outcome of consciousness and

decisions in which it is perceived that customers have identified the issue. The adequate internal

psychological process that is aligned with information search is perception that expresses the

behavior an individual represents in order to build a meaningful image of the world. The black box

model of buyer behavior recognizes the entire process in which buyers will undertake when

undertaking a decision to purchase any goods or services. The first part of black box model

represents how buyers will start in by assessing the marketing stimuli that would be price, place,

Puma: It is one of the world’s leading footwear, accessories, and apparels company. It

offers footwear in the ranges of men, sport, women, motorsport and lifestyle. Puma enjoys

a market share of 25-30 percent and is working to achieve a market share of 35-38 percent

by end of the year (Puma growth plans kick off in India, 2006).



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Adidas – Adidas has begun export functions from India and has 15 apparel contract

manufactures in the nation. The organization has also enhanced its retails stores from 325

to 450 as well as has been rising at an average rate of 30% every year. Moreover, Adidas

has 25 to 30 percent share of the branded sports shoes market in India (Adidas warms up

for growth sprint, 2013).

2.8 Consumer behavior trend in India

Buying behavior is the dynamic integration of affect and cognition that human beings

undertake the exchange of their lives. Many of the organizations are interested in analyzing the

behavior of buyers because through it they can develop efficient marketing strategies to put impact

in customers to buy their goods which is based on consumer assessment. The success of a firm’s

marketing strategy depends on the way customers react and finds out the main influencing factors

and buy products and services (Hawkins, 1998). By understanding about these factors in a better

manner, organizations can predict the way buyers will respond to diverse marketing strategies and

will provide assistance to compete in the market place.

Presently, India is having the youngest population among various countries and there are lots

of young people with diverse income segments and locations who spend accordingly. A recent

shift is observed in the Indian buying trend, where in consumption pattern is slowly affected due

to globalization. Indian consumers have become much of brand conscious and are spending much

on entertainment, consumer durables, lifestyle, apparels and other related products. Clothing,

footwear, entertainment and restaurant dining are major segments that have witnessed a maximum

increase in consumer spending. A recent study conducted by the National Council for Applied

Economic Research (NCAER) reflects that the great Indian middle class who is having an annual

household income of Rs. 90,000 is developing at a swift rate as compared to the lower income

group that states household income if people in India are rising. It has been estimated that as many

as 10 million people in this nation have an annual income of more than 10 Lakhs. This represents

an increased purchasing power of customers (Blackwell and et. al., 2006).

Indian consumers are considered as having high degree of value orientation and many of the

foreign brands have to make considerable amount of changes in their products and services prior

to enter into the Indian market. The manners in which Indian consumers are spending their money

on several different items have been changed in current time period and the actual share is

diminishing. Other products have acquired increased amount of significance over similar time




period (Agarwal, 2013). A stage of urbanization is taking place in India at a vivid pace and is

having major impact on the lifestyle and buying behavior of individuals. The working class is now

dependent more on fast and ready to eat meal, and prefers to save time through diverse methods

of shopping.

Indian consumers are now very much influenced with different European brands and prefer to

purchase apparels and footwear’s of European brands. The seller’s market is now moving towards

the buyer’s market and since the liberalization policy has been enforced in 1991 in India many

novel products offerings have entered into the Indian market and variety of goods have also been

enhanced especially European brands in India (Soloman, 2006). With changes in buyers behavior

many of the European and other brands are entering in the market of India and government policies

are also supporting it like the import license restrictions have been removed and tax and tariffs

have also been minimized and ultimately all this has led to an increased product varieties in India.

Indian buyers have always liked foreign products and with the introduction of liberalization

consumers have a selection of foreign goods with local products.



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Chapter – 3 Research Methodology

3.1 Introduction

Research methodology section of a research report offers a foundation to accomplish a project.

The methods and techniques that is used during the survey are outlined in this part and mainly

considers the practical part of research with techniques, methodology and assessment of

accumulated data is represented in this section of report. Research is mainly a systematic manner

to collect information about a particular topic. It plays a very important role in any of the research

report as it defines the logic behind several steps undertaken and the methods used by researcher

(Bryman and Bell, 2007). This section brings in information about the research issue that had not

been studied till time period and also needs to define the reasons behind it.

Research methodology section presents in a theoretical base of representation that depicts a

basis for the interview to be undertaken and gives in a brief idea about diverse strategies and

methods of research that can be put into practice. This section is considered as the lifeline for entire

project report which is being undertaken on a particular issue. It is basically a planned and a

sequential analysis of learning about a specific issue and it also provides definition about the

research approach that is being utilized in the study. In the current research report numerous

processes have been used and are also explained in a detailed manner as the study of several

methods through which knowledge can be acquired (Johnson, 2012). The different tools used for

data collection, and assessment have been represented in this chapter.

Research methodology section helps in to diverse limitations and possibilities of the report as

well as it helps in to place the research with common traditional information system with prevailing

research. This particular part helps with in to collect the data within a specified set of diverse

reasons that can be practical and theoretical in approach. The main of this chapter is to assess in

different fundamental values that has not been recognized till date with a systematic process of

application. In every report this chapter defines in the primary information as it is a valuable part

that is based in the results achieved as well as it assists in evaluating the data with prevailing market

trend and knowledge about particular issues and analysis about competitors policies and plans.

This chapter reflects the systematic, chronological and arranged process to assess learning in

respect to precise topic. Research methodology involves many aspects such as methods of analysis

being adopted and also offers a supporting hand to position the research between existing survey

and traditional information system by essentially defining about various issues as well as




possibility of study. By completing about different probabilities and limitations if research this

part of the report presents in information in already relying system and also explores the hidden

facts and figures that has not been presented so far and assess different solutions for issues with

the help of systematic practice and functions (Research Methodology, n.d).

Here, in this context a research has been undertaken to analyze the impact of European clothing

and footwear brands in the Indian market. India offers a vast market opportunity for several brands

and in recent time period have been developed massively, in this manner it has been analyzed from

various secondary sources that buying behavior of Indian consumers have been changed

gigantically and in present time period prefers to buy branded foreign goods and services. Indian

market has experienced tremendous growth and changes in consumer behavior is also being

observed, all these has provided ample of opportunities to different European brands to flourish in

this market (Kimmel, 2009). Transformation has been seen in buying of apparels and footwear’s

in India where in customers wants to buy branded products.

To understand the buying behavior of Indian consumers.

To classify the reason behind switching from local brands to international brands.

To identify the key features perceived to be superior in International brands.

To comprehend the popularity of European shoes and clothing brands among Indian

consumers.



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3.3 Research Philosophy

Research philosophy is an important part of research method that aids in to collect information

in a sequential manner and achieve the desired results. Research philosophy is a perspective which

has its foundation on the set of shared beliefs, concepts, practices and values. Philosophy basically

helps in researcher to acquire knowledge and undertake the entire process in the most effective

manner. It maintains the exact and appropriate functioning of research method which is being used

in survey and thus it plays a crucial role in the entire research process (Williams, 2011). It is mainly

divided into two main forms i.e. interpretivism and positivism. In order to collect a proper research

approach for the research, both of these philosophies are useful and play an important role.

In order to maintain a reliable process in the research then it is essential to assess in the pattern

of research with the help of proper research philosophy. It gives in an idea as well as a detailed

overview of diverse methods and information with respect to a particular area of study. The

different sort of information that is being acquired from a primary research is classified into two

major parts i.e. Interpretivism and Positivism. Positivism philosophy is being used when large

number of sample need to be studied and in this approach significance is given on the facts initially

and them a hypothesis is being designed and them evaluation is being undertaken. This method is

on familiar principles with positive facts as well as things that can be easily analyzed and

estimated. Here, in very less importance is given to values and beliefs (Walliman and Baiche,

2001).

In contrary to this interpretivism philosophy is more utilized in surveys that have smaller

samples and is being undertaken for a particular short duration. It gives more emphasis to create

in ideas by orientation of data. Here, in the present research report both the method has been used

in order to acquire a deep insight in the area of consumer behavior in Indian market. Both the

philosophies has aided in deriving an exact principle and values related to area of research.

3.4 Research Approach

An implementation of proper research approach enhances effectiveness of a research report

and is having importance to select in a particular issue as it will aid in researcher to choose the

most appropriate method for data accumulation. It is mainly of two types i.e. deductive and

inductive. Inductive approach is known for its empirical method and involves process of reasoning

from precise facts to general principles.




Inductive approach originates with accumulation of data that I followed by observation of

the information by making a vivid eye view to analyze the previously existing pattern. After this a

theory is being formulated under the area of assessment and it basically includes moving ahead

from one particular area to the general point. It is a bottom to top approach in which analysis and

research is firstly undertaken and then a problem is framed in on the basis of information acquired

(Garton, n.d). In contrast to this is the deductive approach in which hypothesis is designed and is

being tested lastly to evaluate the hypothesis. Inductive approach is a top to bottom approach and

the problem is being studied clearly. For the present study inductive approach has been used as it

helped in to firstly analyze the set pattern, activities, and diverse approaches and then assess the

acquired data.

3.5 Research Type

3.6 Sampling

In order to acquire a desired result and complete the research on a timely and convenient

manner, sampling is considered as the best tool to acquire the results. Sampling method aids in

save the useful time and efforts in a study which can be further used for some other beneficial and

essential aspects of the research. This method presents a range of methods to a researcher and plays

a major role in surveys (Gill and Johnson, 2002). One of the most significant processes in the

framework of research is used in sampling and is basically intended to select the best sample to



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acquire primary data. Sampling is divided into two forms i.e. probabilistic and non-probabilistic

sampling.

A probabilistic sampling is one in which selection of every single unit is equal and includes

several methods within it like simple random, stratified, systematic, cluster and multi-stage

sampling. Whereas, non-probabilistic sampling involves techniques like convenience, snowball,

quota, judgment and purposive sampling. However, for the purpose of research it is needed from

researcher side to undertake several numbers of samples to be chosen. It is also significant to note

that selected sample for a study must not be too big as it will need much more time. On the other

hand it should not be too short as it will not able to depict the actual valid data.

In order to accumulate primary data, researcher makes a utilization of sampling approach,

different strategies are available in the sampling technique and hence it is separated into diverse

forms. Here, in this study sample is selected through stratified sampling method and a total of 50

samples is chosen Indian consumers who shop for branded products. The respondents are mainly

selected from Mumbai and Delhi through strata and it included both elite class and upper middle

class people.

3.7 Data Collection

There are mainly two methods used to collect a data i.e. secondary and primary. A

secondary data includes assessment of previously published articles and journals in the area of

research. This method has acquired much of importance as it includes the actual truth behind the

issues that has being raised and hence plays a major role in any study. The secondary method of

data accumulation is already manipulated and divided as compared to primary data. Whereas,

primary data is being accumulated with different techniques which is available to collect in data,

it mainly involves in diverse methods i.e. observation, interview, focus group and survey that

Primary research is significant is valuable in every study as it helps in to focus on the research area

with respect to the research in a reliable manner (Gill and Johnson, 2002). It essentially becomes

important in a study to involve primary research and aids in to reflect the actual data (Goddard

and Melville, 2004).

In this report both primary and secondary sources of data collection is being used to collect

the desired objectives. Primary data is acquired by using interview method and response of various

participants is evaluated during this point of time. The consumers are asked about their brand

preferences and how much they like to purchase European goods.




3.8 Data Analysis

After the research objectives have been attained, the next step here in is to assess the data.

It is a series of planned and arranged evaluation of raw form of data and it aids in to determine the

actual outcome of research. To collect a significant information and wisdom about responses

numerous methods are used to collect data. This section is mainly helpful in converting the data in

a required format and provides in a supporting hand to analyze result of study (Sukamolson, n.d).

Results achieved from various sections are compiled together in this part that in turn gives vivid

image of data.

Data analysis has been arranged in a systematic manner in order to review any data that

represents in the actual outcomes of research. Various techniques are being enforced in to analyze

the acquired in data that majorly relies on the kind of study being accomplished. Primarily two

types i.e. quantitative and qualitative assessment are being used in a research. There are several

things that need to be given due amount of attention and the most significant of them is quality of

In every report main focus is being given on every aspect of research that has been

accomplished in a prominent manner. In this respect here it is being given attention that one of the

significant elements of research that must be relevant in order to assure that various factors of exact

correctness of survey have been maintained so that the aims and objective can be attained.

Research reliability part aids in eradication of variations and divergence in outcomes to the level

of research replica. In this context the study has been designed in a manner so that the most suitable

result can be acquired in and the different issues that can impact on the research when study will

be undertaken.



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Here, in researcher has given attention to identify the most appropriate response free from

any kind of personal interferences (Oliver, 2008). A prominent time period is set to accomplish

the research that adequately aligns in with the comfort zone of every respondent. The research is

being accomplished in a manner that researcher can identify factors on any of the issues and all

outcomes from validity and reliability is being maintained that assists in eradication of differences

in the fundamental effects.

The exactness and accuracy of outcomes acquired is analyzed by taking assistance from

validity. It always gives increased amount of attention to validate the data in order to assess the

end results. It has been observed that many a time’s outcomes of a research are hindered due to

absence of proper understanding and lack of wisdom of respondents in the area of research. In this

respect here in the research focus has been given to do not put in unwanted pressure on the

respondents. The session of interview is also designed in a simple and uncomplicated manner so

that important information could be acquired without any difficulty.

3.10 Limitations of Study

While undertaking the study some of the constraints were faced related to accomplishment

of research, as none of the survey is free from any kind of inherent limitations and some of them

for current study are as mentioned below;

The researcher has used secondary source of data collection and therefore there is

possibility of immaterial information and the perception of different authors may contradict

to each other.

The outcomes of study cannot be made universal as it is undertaken in a particular area and

is associated with a specific topic.

In the study time is also a limitation and therefore there is a chance that reliability gets

influenced as some of the areas of research needs exclusive research (Miles and Huberman,

1994).

Interview method has been used which is a time consuming process as undertaking face to

face interview is a bit lengthy process and information from respondents will require a

crucial analysis.




In the report thematic analysis has been used to assess the data through face to face

interview this requires a strong skill of judgment and is definitely a subjective method that

consists of issues that can make a vivid effect on actual results.

3.11 Ethical Considerations

A study cannot be accomplished efficiently as it includes participation of human beings

and other topics in the research process. When they are aligned together and get included in process

of research several complex issues arises and it is mainly included in the area of political, legal,

social, ethical and several other attributes. It can be managed in a better way implementing ethical

factors (Oliver, 2008). Ethics in a research mainly focuses on to analyze the correctness and

wrongness of study and work in respect to group, individual or society.



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Chapter – 4 Data Analysis

Data analysis section is used to alter, amend and enhance certain information with an

attitude to reach up to certain point and acquire a conclusion for a specific issue. Data analysis can

be undertaken in various methods according to the need of different verticals. In a study data

analysis chapter provides in assistance to form a conclusion and simple represents the part which

is important for survey that will be understatement where there no research exists. It reflects the

wide ranging summary of every result acquired from the primary research that has been

accomplished with specific aims and objectives. There are many ways available to accumulate

data that mainly depends on research methodology which will present the most appropriate

outcomes.

In this part researcher needs to evaluate the most perfect method with the help of which

most prominent information can be attained. Data analysis provides in a vivid image of study and

is represented in two different forms i.e. qualitative and quantitative. This section is one of the

most important sections that analyze the way actual end result could be acquired. In this research

report both secondary as well as primary analysis has been undertaken in a detailed manners.

Secondary assessment has assisted in acquiring a deep insight in the area of consumer behavior

and how it has been changed over the time period. Here, in main focus is given to identify the

influence of European brands on Indian consumer behavior. The primary research is undertaken

among customers of Delhi and Mumbai who mainly purchases branded apparels and footwear’s.

These respondents are selected on random basis and they have been interviewed in various malls

and branded stores that keeps branded European clothing and footwear.

During the interview focus was given that responses that are received are unbiased and

valid in nature. Respondents were provided ample amount of time during face to face interview

and the main reasons behind opting for European brands were also asked. The response acquired

has aided in attaining reliable information in the area of research and this has been further analyzed

below with the help of thematic analysis.

Thematic analysis is the usual practice which is mainly accomplished in a qualitative study

that mainly includes investigation of data that aids in deriving information in the area of research.

Thematic analysis is a cluster of associated segment that provides related meaning and generally

represents with the help of inductive evaluation process that defines the outcomes of research in a

qualitative form.




The analysis of present study has been accomplished with the help of mentioned steps;

Manage the data for assessment.

Evaluate the text and arrange important points of interest.

Sorting out items of interest into diverse proto themes.

Plan the sequential form of every theme.

Describe every theme in a detailed manner.

Theme 1 – Prefers quality products

When the respondents were asked what they mostly look in for products especially in

apparel and footwear’s, on this most of them replied that they prefer to have a quality product and

definitely goes for branded products. The acquired responses depict an idea that customers are

ready to pay an increased value for some of the goods, but prefer to have good quality products.

Findings- The assessment shows that Indian consumer market has been changed a lot and

with an enhanced development of urban modern lifestyle, people are becoming aware about the

brands and have been changed a lot. In preset time period where in many foreign brands have

entered in the Indian market people are becoming much acquainted with western culture and looks

in for quality in the goods. Other than this the income level of middle and upper class of India have



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been increased a lot and there is a development of positive attitude among Indian buyers that buyers

are now open minded and wants to try various kinds of products.

Theme 2 – Mostly shop on weekends

The response attained from the interview shows that most of the customers prefers to go

for shopping on weekends. It reflects that as the service sector of India is rising and people are

having an increased income but less time, hence makes in purchase decision on weekends.

Consumers mostly want to buy goods from shopping malls, as it becomes easy for them to analyze

various brands at a single place and make effective purchase decision.

Findings – The data acquired from research shows the changing trend of Indian buying

behavior, were in people mostly wants to shop on weekends and branded products are the first and

main choice. It also depicts that consumers of India in present time are living a well developed

lifestyle and with an exposure to western culture are very much familiar with international goods

and have become highly sensitive while making purchase for clothing or footwear’s. There

consistent shift from traditional buy and stitch to readymade wear for comfort and larger selection

have added the increase in purchase through diverse departmental stores. The data acquired in

assists in evaluating the trend in consumer buying behavior.

It is crucial for marketers to understand the consumer buying behavior as it helps them to

study in the way individuals, organizations and groups purchase, select and dispose of any products

or services. This analysis also gives in information about customers experience and idea that

fulfills their needs and requirements. Here, in marketers need to analyze and develop an

understanding about the manner consumer makes in purchase decisions so that they can position

their production facility in a particular group of people. Any of the corporation needs to give

emphasis on diverse factors that impact on the consumer buying behavior prior to undertake any

strategic decision. Many factors influence on the customer purchase decisions that are cultural,

social, psychological and personal factors.

Theme 3 – Key factor in selecting apparels or footwear is brand

When respondents were asked that what is the main feature which they look in while

purchasing clothing or shoes, on this majority of them replied that they firstly look in for branded

items. The response depicts that people have become very much familiar with branded products

and wants to own it even for an increased price. Many of the international product especially




European brands have entered into the market of India and there are range of options available in

the market for buyers.

Findings – The analysis states that India is experiencing vast amount of changes in the

buying behavior and one of the reason behind this is that this nation is having maximum of youth

population. There are many young people working in diverse service sector and earning good

income, this has resulted into an increase in purchasing power and youth mainly wants to try the

latest trend of global market. The perception and attitude of Indian buyers have been changed with

advent of globalization and has given a great boost to the consumer culture in current time period.

People mostly prefers to buy branded products that are from outside the country as they find these

products with immense amount of latest style features with prominent quality.

Theme 4 – Purchase decision is mainly influenced by personal and social factors

The results acquired from the interview states that purchase decision of consumers in India

are influenced due to several factors. The respondents agree with the fact that they mainly make

purchase decision according to their own personal considerations as well as the societal factors

where in they are living. The analysis depicts that as consumers are approaching for foreign or

European brands to have clothes and footwear’s but give due amount of significance to personal



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Findings – This responses exactly aligns with the secondary information were in it has been

stated by several authors that consumers buying decision is influenced with different internal and

external factors. It has been found from the primary research that buying behavior of customers is

effected by many of the social factors to which a consumer belongs with societal status. Social

factor many attributes within it like family members, reference groups and status of a buyer. The

trend has entirely been changed and with changing lifestyle and increasing brand consciousness in

urban population has offered ample of opportunities to grow. A customer lives in a society where

in is involved in various clubs, organizations and official status, all these plays crucial role in

buying decision of consumers. Buyers also gives importance to personal factors because it includes

an individual’s lifestyle, age, financial condition, own concept of fashion. All these have a direct

impact on consumer buying decision in India.

Theme 5 – Prefers to buy branded products due to quality

When the respondents were asked the reason behind opting for branded products especially

European products for clothing and footwear, on this most of them replied that find these brands

having utmost quality. It has been observed from the responses that customers mostly like to

international products as they find it of effective quality and buyers mostly like to own it. It can be

stated here in that as consumer’s tastes and preferences are changing with time in India buyers are

switching more towards goods mainly due to product quality.

Findings – It has been found that attitude of buyers have been changed in India and are

ready to pay an additional value for a branded products. The achievement of any business

32%

48%

20%

Reasons to buy branded productsPrice Quality Color and Material




corporation mainly depends on the manner of end buyers and it mainly depends on the products

and services. The above diagram states in that most of the customers prefer to buy in branded

products due to optimum quality of goods. It aids in consumers to comprehend which of the goods

is accepted in market which additionally adds in that needs transformation in order to suit the

requirements that prefers the needs and it is only critical to producers but also for involved in

transformation for the actual end users. Therefore, assessment of consumer behavior helps in to

identify the important points that show a positive impact on accumulation of positive outcomes.

The results depicted that buyers like to purchase branded goods for effective quality and they find

mainly international brands of good quality.

The acquired data from primary research states in that in order to survive in the market an

organization must be consistently develop its products and services to better understand the latest

tastes and needs of customers. In this case it would be extremely useful in to utilize in the available

market opportunities in order to meet the challenges that the diverse Indian market offers. For

marketers it is significant to comprehend about consumer buying behavior as it is essential for

marketers to better understand and shape in the fortune of their corporations. It is vital to regulate

the consumption of products and services and thereby maintain in economic and political stability

in the market.

friendly goods that are mainly inclined towards health, fitness and hygiene. In this context it has

been stated in that by bringing in new product in the market an organization needs to develop in



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specific target for the business development stage and management can invest in and promote the

products and services.

Findings – The responses acquired from the interview truly depicts the changing consumer

behavior of India and as many people are becoming self-conscious about their own looks and styles

wants to own branded products for it. The diagram above states in that people mostly prefers in

purchase European brands due to its better durability. The changing consumer behavior is the

dynamic involvement off impact and cognition that mostly human beings have in order to

exchange their lives. In this respect many of the European brands are moving towards Indian

market and have designed effective marketing strategies to have an impact on buyers to purchase

their goods. It has been observed that in this area many of the corporations are very much

successful in acquiring maximum number of customer’s satisfaction and successful marketing

strategies have additionally aided in having a deep understanding about diverse factors that mainly

influences consumers in India to make purchase decisions and it becomes easy to predict about the

probable trend in market.

Theme 7 – Branding aids in acquiring much of customer satisfaction

When respondents were asked that how much they consider name while purchasing any

clothing line or shoe, on this most of them replied that they prefer on the first basis is the brand

name. It has been found that consumers mainly like to purchase branded goods due to quality and

enhanced image in the market. Brand name is an influencing factor in making purchase decision

and most of the people seek in for clothes or kind of shoes which is in the latest trend and have a

0

5

10

15

20

Durability Price Brand Image Others

Reasons to purchase European Brands




strong brand image in the external market. Buyers in India have become conscious and many of

the products are just being sold due to its name and goodwill in the market, this act as a competitive

advantage for the company.

Branding helps in to achieve in customer loyalty for business for longer duration, as it is

one of the most important factor in any business, because consumer is the most important person

and the entire operations of any organization revolves around the consumer. Therefore, while

undertaking any strategy in the company it is essential for any company to acquire a deep

and through this international corporations can help in to recognize about the target market and

other strategies used by competitors. The diagram states in that customer are inclined towards these

because of strong brand image. Brand name, logo, sign, tag lines and symbols help in to catch the

attention of customers and buyers become strongly associated with by just hearing about the name

or tag line. The results derived in also reflects in that a study of consumer behavior also helps in

to design the optimal product or service for consumers and define in where the goods or services

should be made available that would be convenient for buyers. It also helps in to assess to assess

the price that consumers will give up during the purchase of any product or service and accordingly



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best suitable method for promotion of any product could be selected to derive in meaningful

information about the changing consumer behavior and achieve in the organizational goals.

Development of a strong brand image needs an efficient marketing process and it can aid in most

of the time to design and establish a long run image in the market. The market of India has been

changed and buying behavior also, consumers mainly shop for international goods and prefer to

go for branded products. In this context global brand focusing on Indian market must in try to build

in effective marketing strategies and attain a competitive advantage in the market.

Theme 8 – Quality and various collections assist in purchasing European brands

The data derived in from the study states in that that main factor in purchasing a European

is quality and different collections available in European brands. From the analysis it has been

observed in that maximum number of customer’s prefers in to have European brands because they

find in numerous collections within it and quality of material is also optimum. While purchasing

apparel or footwear consumers mainly seek in for quality that can have in long live and also wants

to look in for various collections in products so that maximum choices can be available and they

can purchase the best optimum product. Data acquired in from both secondary and primary

research have stated in that consumers seeks in to choose in from range of options available to

them while purchasing and apparel or footwear.

Findings – The analysis above undertaken reflects in the result that prime motive of any

customer while selecting any of the products is quality and different options for them and this is

one of the reasons that they look in to purchase European brands. These brands offer in optimum

18%

40%

28%

14%

Main factors that motivate towards European brands

Price Quality Various collections Fabric and latest collection




quality goods and also provide in numerous opportunities to consumers to select in from their

range of products. The diagram above states in that around 40% of customers are inclined for European

brands due to quality and 28% for numerous collections available in these brands.

Theme 9 – Customers are satisfied with European brands

When the respondents were asked in their attitude and satisfaction level with European

brands on this majority of them replied in that they are very much satisfied with the European

brands and seeks in to make potential purchase with these companies only. During the interview

contended with these goods as it helps in to achieve the desired quality of products which they

prefer in to have. Therefore, from the detailed critical assessment of the primary data it can be

stated in that consumer behavior theory such as the process of innovation and development is

essential for marketers as it helps in to develop better comprehension about diverse segments of

markets that represents in attributes that helps in customers to make a purchase decision. Consumer

behavior manages in the kind of marketing strategy that corporation such as small business that

includes in prominent strategies to better understand the knowledge of target buyers and collect

information through survey and marketing activities.



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Organizations can avail in several benefits from the marketing strategy and consumer

behavior that intervenes in the process where in marketers can anticipate in success in their sales

level and enhance their profit margin with prominent competitive strategies in the market place.

The diverse advantages of utilizing consumer behavior assist in to create a organizational strategy

that gives understanding about the requirements of consumers and value of the specified target

market.




Chapter – 5 Conclusions and Recommendation

The analysis being undertaken in the area of consumer buying behavior has offered in

several implications and facts on the research topic. The above accomplished secondary and

primary research provided in much of acquaintance in the area of consumer buying behavior and

various factors affecting it. The assessment states in that consumer buying behavior is mainly

focused towards evaluation of various ways through which buyers undertake a purchase decision

and spend on their resources. Consumer behavior is basically a process that includes in diverse

groups and individuals that purchases any product or service to anticipate their needs and

accomplish a particular function.

The data derived in the study states in that consumer buying behavior is an ability that

The concept of consumer buying behavior is also differentiated on the basis of region,

location, age, income level, country and many other factors. In this respect role of country in

customer’s decisions making is also a prominent as it highly influences any individual or group to

undertake any decision. Buyers in different nations possess a diverse behavior and attitude for a

single product or service. In this context customers of India also possess a diverse attribute i.e.

primarily influenced in by the culture, family members and a major proportion of buyers are not

much of broad minded.

But the study also revealed in a different aspect that considerable amount of change has

been found in the manner Indian customers spends in their money while purchasing any goods or

service. The mindset of upper and middle class have been transformed in India drastically and is



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moving towards urbanization. As the level of income has also increased considerably the changes

in this have aided in enhanced purchasing process of customers and it ultimately impacts on the

business of corporation. Indian customers are much focused towards high degree amount of value

orientation as the opportunities in Indian market has also been increased considerably.

The information attained in from numerous secondary analysis have depicted in the data that

India is currently having most of young population with an efficient income segment that

ultimately impacts on the manner of spending. One of the most challenging concepts in marketing

is to manage and deal with the fluctuating behavior of consumers. In this regard the challenges

arise in for business is to effectively deal in with changing tastes and preferences of customers.

The buyers in India prefer in to live a luxurious life and prefer in to purchase foreign brands

massively as they find it brands with style statement and of optimum quality.

In recent decade a drastic change has been found where in customers of India like to purchase

in many of the foreign brands in clothing, shoes, accessories and other luxury items. Consumers

primarily focus on European brands in shoes and apparels sector because they find it of optimum

quality as well as latest designs is also found in these materials. In similar context after undertaking

the primary analysis where in the respondents were interviewed on numerous aspects, the data here

in states that Indian consumers have become very much brand conscious and are even ready to pay

an increased amount for any product or service if they find it of optimum quality and fulfills their

anticipations.

With the level of prospects available in the market many European and other foreign brands

have entered into the Indian market. The market in India is vast for these brands and due to change

in buying behavior where in people do not hesitate in to spend on luxurious products and services,

these brands can achieve in an increased profitability from this market. The primary research have

stated in that consumers mostly like in to have quality in the footwear and apparels brands and the

attained responses states in that consumers seeks in for quality goods. The information given in by

secondary data states in that the changed Indian market offers in much of chances for further

development and the transformed behavior of customers aids in to develop the modern society and

here in when many foreign companies are into this market are much aware about the preferences

of buyers and need to develop it in a positive manner with numerous kinds of goods and services.

The acquired in response from the primary research have stated in that main feature which

the respondents look in during the purchase decisions are mainly inclined towards the brand and




response stated in shows that as customers are very much aware about the branded goods and like

in to own European brands because of style and the strong brand image of these products. The

evaluation states in that the market of India has experienced drastic amount of change and it has

offered in much enhancement in the buying process. The analysis states in that purchase decisions

of customers are mainly influenced by two major factors i.e. personal and social factors. The data

acquired in from primary study states in that customers make a purchase decision according to

their own personal considerations and social status. In this context many of the customers approach

in for European brands in order to possess apparels and footwear as they find quality in it.

The data acquired in from primary as well as secondary research helps in to attain valuable

information in the area of consumer behavior. The actual role between behavior of buyers and

marketing depends on adoption of an approach that is mostly difficult in to enforce within an

intensely competitive business environment as companies make an attempt to strategically manage

diverse resources and minimize the corporate excess. Consumer behavior is one of the most

prominent information for marketers as they make an attempt to find the way to make changes in

market, competitive influence and the buying cycle of customers. By knowing the target



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customer’s organizations can avail in several benefits as it can offer them relevant information that

is essential to reinvent any product or service, fulfill the demands of customers without directly

influencing on the goods itself. Many of the times it has been observed in that decision to purchase

any specific product majorly relies on certain fixed attributes i.e. psychological influencing, impact

on brand loyalty and social interpretation of goods value.

Consumer buying process involves in majorly five steps that begins with need recognition

wherein buyers assess the requirement of any product or service. It further leads into search of

information here in customers look in for various options available to them to acquire the product

or service. The next step involves in assessment and intent in which buyers evaluates in the product

or service on different parameters and makes judgment accordingly. The fourth step involves in

the actual purchase decision here in decision of buying is being undertaken and the needed product

or service is being purchased. After this the last step includes in post purchase reaction in which if

consumers are satisfied with their purchased item also recommends in to other potential consumers

or make a repetitive purchase decision, but if a buyer is not satisfied with the purchase decision it

will ultimately lead to a bad word of mouth for the company and will look in for alternative

products or services. In similar context three of the major factors have been identified as

determinants to consumer behavior that are namely economic variables, psychological and

sociological factors. Economic determinants are the diverse personal income, potential income

anticipations and social class.

Consumer behavior is the route that drive consumer for purchasing an exacting product.

No organization is capable to judge the behavior of consumers that why they behave differently in

different situation and in that also they react differently for the same situation in future. Main

motive of organization is to find that why, when, what, where, how consumer behave. Their needs

and expectation changed as per the change of time. So to assess the behavior of consumer,

organization expands their strategy in the form of personality factor which is comprised of

influencer, decider and user for buying process. Cultural factor, it includes family, friends, value,

beliefs and tradition which indirectly affects consumer behavior during purchase. Economical

factor, supply and demand, interest rates and unemployment affects the behavior of consumer

which falls under the category of economic factor. Personal factor, this includes age, income and

taste and preferences of people which keeps on changing along with time and hence change the

behavior of consumer. Last is psychological factor which comprises of driving force that motivates




consumers to act differently in different situation, moreover it also includes perception of

consumer which means how a person receives information, collect information and organize

information in their buying behavior or in their normal behavior and last is learning of consumer

which define the past experience of one buying behavior. If they experience sound quality or value

out of that particular product he/she will again go for that product or may purchase product of same

company and vice versa.

This research states in diverse information about consumer buying behavior and there are

Different marketers in today’s business environment are given with particular amount of

challenges that guards in behavior in order to attain in organizational aims and objectives to

develop in long term brand loyalty that increases in product innovation and purchase. From the

research it can be concluded in that there are different environmental stimuli that can influence on

buyers and one of the most prominent impacts that come from it is the psychological impact with

marketing and personal interpretation with regard product and brand value.

The research being undertaken in the apparel industry in which the consumer behavior

relies on certain factors that must be given emphasis. In the garment industry, there are many

factors that have considerable impact on the buying decisions as internet is one of the probable



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sources that affects on the way trading is made and brand recognition is driven by several factors

which have their own farmed in norms. Trading is directly influenced by various factors and

internet which is one of the most significant and valid means of communication for trading. In this

context the brand promotion is relatively influenced in by the use of internet. In the present study

also it has been assessed in that customers prefer in to purchase any footwear or apparel brand of

foreign company because of style statement and more importantly make a purchase decision after

evaluating the style followed by their role model like actor, business tycoon or any other renowned

personality.

By defining in the consumer behavior beyond the base level marketers can be in a position

to influence the customers and redirect in the purchase activities. In this context to achieve in the

set standards it is essential for marketers to acquire deep understanding about the diverse behavior

and the marketing campaign that demonstrates in the value as desired by a different base of

customers, here in the achievement of prime customers development and loyalty is defined on the

basis of past, present and future behavior of customers. After analysis of the data researcher can

state in that consumer behavior is both immediate and time sensitive, experiencing influences and

accordingly diverse stimuli over the time period. The inherited value of such decisions assists in

the system effectively and demonstrates in practical perspective that facilitates buyers to access in

additional product that could have otherwise remained in unavailable in practical perspective, it

also facilitates in customers to make additional product purchase that might have been considered

as invaluable.

The retail market of India has observed in a rapid revolution with enhanced urbanization

and swift development of shopping malls, rising breed of brand consciousness among customers

and enforcement of foreign culture in the nation with changing face of Indian customers tastes and

preferences. India is having a high density of market with huge customer base and growth is

approximately dominated in by youth population who mostly prefers in to have foreign brands

while purchasing clothing or footwear’s. Other than all this the growth of information technology

in the nation has enabled in driving new trend of consumerism in India mainly in developed cities

like Delhi, Mumbai, Kolkata, Ahmadabad, Chennai, Hyderabad, Bangalore and many more. With

significant rise in buyers salaries changes in purchasing habit has also been observed and majority

of customers prefers in to shop for footwear and apparels over food in India.




By observing in the customer purchase decision from the past time period it can be

identified in that there is lot of scope to expand the business operations and then receive in any

positive response from the buyers. Here, in Levis is one of the prominent examples that can be

taken in order to view the effectiveness of branding on the customer buying decisions. The sales

level of this company in recent time period has increased with massive rate and is indeed believed

in that in order to be effective there numerous individuals present in Indian market who like to

purchase in foreign brands.



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Chapter 6 - Reflective Statement

Organizations in today’s business environment as presented with a significant issue of and

guarded behavior in order to attain their goals and enhance in the long term brand loyalty and

increase product purchase. While there are numerous environmental stimuli that impact on

consumer behavior and one of the most significant factor that motivates in purchase making

decision is the psychological factor that is aligned in wit marketing communication and personal

perception of products and brand related value.

Consumer behavior of every individual is diverse form others that depends on choice of

purchase that is influenced by purchasing habits and selections that are in turn altered by different

psychological and social drives that effect buying decision process. Customers are the main key to

any business because ultimately every goods and services reach to them and it is only customers

who can accept or refuse the product. Therefore, it can be stated that buyer are the main reason for

failure or success of any corporation and it also becomes essential to comprehend about the buying

behavior to efficiently grow any business.

In the present research report a detailed analysis has been undertaken to acquire in result

in the area of consumer buying behavior in India and their perception towards the European apparel

and footwear brands. Here, in a qualitative analysis has been undertaken to achieve in result and a

interview was being accomplished among Indian consumers and their attitude was tried to

analyzed during this. After this the result was found in that consumers of India prefer in to have

European brands due to enhanced quality and various alternatives available in these brands.

This research has offered in immense knowledge in the area of consumer buying behavior

and the diverse factors that affects in the customers decision making process. It states in

information in that buyers undertake a detailed analysis in their mind set before making a purchase

decision in the market.




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