final annual report of readymade garments
TRANSCRIPT
A
Group Report
On Study of Consumer Behaviour
For
Readymade Garment From
Organized Retail
2015-2016
SUBMITTED TO:- SUBMITTED BY:-
B.W.T.I.B.A 3019-ZALA SANJAYH.K COLLEGE CAMPUS 3029-DAMOR RAMESHASHRAM ROAD 3038- JAIN TEJASAHMEDABAD 3039-KANZARIYA BHAVIK 3042-MAKWANA HASMUKH 3046-MEENA MIHIR 3055-PARMAR JAIMIN 3056-PARMAR KARTIK 3060-PATNI NIKUNJ 3065-PATEL JAIMIN 3082-VIHOL NAVJYOTSINH
A
PREFACE
Today, the business world is very typical and highly competitive. One cannot survive in this
competitive era and the basis of theoretical knowledge. To achieve the goal and must have the
practical knowledge and experience of the working of the company.
Only theoretical knowledge dose not impart complete education. It is necessary that practical
exposure be accompanied to add meaning to education. The market research is the practical part
of the B.B.A. program in the syllabus by the Gujarat University. It gives us the chance to know
about the Indian industrial structure and market trend.
Indian readymade garment industry is walking up to challenges thrown in by market economic.
To survive in this highly competitive scenario, the students who are the future manager to work
hard in their education and education are incomplete without practical studies. Practical studies
as a basic discipline is taught to management students to facilitate our understanding of the
foundation of the functional areas of the management with specific reference to industrial.
B
AKNOWLEDGEMENT
While we are of course solely responsible for the content in this report study of
readymade garment. We want to thank several people for their assistance. From the
practical study we have got the experience and improve our knowledge and it
provides us guidelines to perform work in actual situation.We have thankful to
director of our college Prof. Nirav Shah and Brahamachari Wadi Trust Institute of
Business Administration to providing all the facilities to make this report and for
all encouragement. Firstly we are thankful to the faculty who reviewed this report
and provides us with reach guidance PROF. BHAUMIK NAYAK.We are
thankful to those all respondents who actively engage with our research given their
precious time to us. At home we want to acknowledge to support and patience of
our parents during the many hours which we spent on working on the report.
Finally, we thank the almighty for providing us the great opportunity undertakes
this value based learning. Here we can’t forget the psychological and financial
support provided by our parents during the course of report. Last but not least we
are also thankful to our classmates for sharing the information with us.
Table of contentC
NO: Particulars Page no:
1 Preface
2 Acknowledgement
Ch:1
Introduction to apparel industry 1
1.1 Industry situation 2
1.2 Major players 15
1.3 INDIAN APPAREL SECTOR TRENDS 22
1.4 Fashion Retail Scenario in India: Trends and Market Dynamics
27
1.5 SWOT analysis 43
1.6 PEST analysis 46
1.7 Five force analysis 47
Ch:2
Research methodology 53
2.1 Objective of the study 54
2.2 Data source 55
2.3 Research approaches 56
2.4 Contact method 58
D
2.5 Research instrument 60
2.6 Sampling decision 62
2.7 Research problem 64
Ch:3
Data analysis 65
3.1 Single tabulation 66
3.2 Cross tabulation 103
Ch:4
Conclusion & finding 157
Bibliography 159
Questionnaire 161
E
Chapter 1:-
Introduction to apparel industry
1
INDIAN GARMENT INDUSTRY
The apparel and industry occupies a unique and
important place in India. It is one of the earliest
industries to come into existence in the country.
The apparel industry caters to one of the most basic
requirements of
people and holds importance; maintaining the prolonged growth for improved quality of life. The
sector has a unique position as a self-reliant industry, from the production of raw materials to the
delivery of end products, with considerable value-addition at every stage of processing. Over the
years, the sector has proved to be a major contributor to the nations' economy. Its immense
potential for generation of employment opportunities in the industrial, agricultural, organized
and decentralized sectors & rural and urban areas, especially for women and the disadvantaged is
noteworthy.
HistoryThe history of apparel in India dates back to the use of mordant dyes and printing blocks around
3000 BC. The foundations of the India's textile trade with other countries started as early as the
second century BC. A hoard of block printed and resist-dyed fabrics, primarily of Gujarati
origin, discovered in the tombs of Fostat, Egypt, are the proof of large scale Indian export of
cotton textiles to the Egypt in medieval periods.
During the 13th century, Indian silk was used as barter for spices from the western countries.
Towards the end of the 17th century, the British East India Company.
Had begun exports of Indian silks and several other cotton fabrics to other economies. These
included the famous fine Muslin cloth of Bengal, Orissa and Bihar. Painted and printed cottons
or chintz was widely practiced between India, Java, China and the Philippines, long before the
arrival of the Europeans.
2
Growth of Indian Garment Industry:-
The industry has already given ample hint of ingenuity, as is evident from the revival of
consumer enthusiasm in the seemingly stagnant menswear segment, besides remarkable growth
in categories like sportswear, casual wear and party wear. The apparel market has grown 15.5%
to INR 1,224 billion
Apparel Market Growth Rate
25
Rate 20
Gro
wth
15
Ann
ual
10
% 5
13.1
15.5
13.6
4.75.9
4.2
2003>2002 2005>2004 2007>2006
Year
Volume Value
Figure 1
3
Indian apparel market
Growth
7,0006,000
6,270 6,500
5,000 5,955
5,6445,3324,000 4,422 4,610 4,8085,0343,0002,0001,0000
2007 2008 2009 2010 2011 2012 2013 2014 2015ex ex ex
yyyyear
Volume year
Figure 2
The Indian apparel industry (including garment retail, fashion designing and accessories trade) is
booming like never before. The rapid increase in job opportunities and expanding earning
capabilities has resulted in the inculcation of a brand new mindset amongst Indian consumers.
Spending on brands is no longer an improbability, with shoppers willing to pay for quality and
premium products. The apparel industry has benefited immensely from these new market trends.
4
The country’s organized retail is booming because of increasing private incomes and changing
lifestyles and consumption pattern of consumers is having a positive effect on the apparel
industry. There has been a rapid increase in the market size of ready-to-wear clothing and
lifestyle apparel brands.
Indian Apparel Market Growth
200018001600 1,715
Bill
ion
1400 1,5551200 1,3901000
1,0601,224
INR 800
883600 777693400 6132000
2007 2008 2009 2010 2011 2012 2013 2014 2015ex ex ex
Year
Value
Figure 34
The clothing and apparel segment is the largest organized retail category, constituting Rs 21,400
crore of the country’s Rs 55,000 crore organized retail sector in 2014.only 19% of this segment
is organized, with a strong potential for still further retail penetration. The high level of branding
exercises undertaken by
5
Apparel manufacturers, retailers and merchandisers across retail formats- such as exclusive
outlets, multi brand outlets, department stores, discount formats and hypermarkets – and the
heightened interest in the franchise route for retail expansion are all contributing to the rapid
growth of apparel retail.
Considering the country’s present economic preference, fashion retail can only continue to grow
in direct proportion to the rising incomes and spending powers of Indian consumers. With about
65% of these consumers below 35 years of age, apparel retail can only reign supreme in the
marketplace.
6
MAJOR SEGMENTS
Apparel industry has been broadly classified into three segments:
1. Men
2. Women
3. Kids
24.9% Kids' Apparel +34.8% Uniforms
Mens' Apparel
Womens' Apparel
40.2%
Figure 4
In the total apparel market size of Rs 122,400 crore in 2010, among the three major apparel
segments, menswear formed the largest block with 40.2%6 of market share, while womenswear
followed with 34.8% and kidswear/uniforms followed with its
7
24.9%. Unisex apparel has been apportioned among these broad segments in the ration of 5: 3.5:
1.5 for men, women and kids, respectively.
SIZE OF MAJOR APPAREL SEGMENTS (VALUE TERMS: INR BILLION)7
2010 2011 2012 2013 2014 2015
MEN’S 252.0 284.3 317.3 355.3 433.8 492.6APPAREL
WOMEN’S 207.8 237.6 269.5 309.5 367.6 426.3APPAREL
KID’S 153.2 171.4 190.6 218.7 258.3 305.1APPAREL
TOTAL 613.8 693.3 77.4 883.4 1059.7 1224.0
VOLUME & VALUE GROWTH IN APPAREL SEGMENTS8
2012>2013 2013>2014 2014>2015
Segments Volume Value Volume Value Volume Value
MENSWEAR 3.4% 11.7% 3.8% 11.8% 5.9% 13.3%
WOMENSWEAR 5.1% 13.6% 5.5% 15.0% 5.8% 16.0%
UNISEX 3.9% 23.1% 4.2% 13.6% 6.5% 15.7%APPAREL
KIDSWEAR 3.5% 8.6% 3.8% 11.4% 4.4% 15.6%
UNIFORMS 6.5% 17.2% 8.0% 21.1% 9.3% 22.5%
Total 4.2% 13.1% 4.7% 13.6% 5.9% 15.5%
Growth trends across various apparel segments during the six-year period from 2010 to 2015
shows that menswear which had registered a steady decline in the
8
Growth rate (despite remaining the dominant market segment) since 2002, has again embarked
on an upward curve in 2010. in 2013, volumes in menswear grew at 3.4% as against 5.1% in
womenswear; in 2014, it was 3.8% and 5.5%, respectively; but in 2015, this has been reversed
with menswear volumes growing at 5.9% as compared to a 5.8% volumes growth in
womenswear.
Growth in Apparel Segments during 2010over 2015
TOTAL 5.90%15.50%
9.30%Uniforms 22.50%
4.40% Kids wear 15.60%
6.50%Unisex Apparel 15.70%c
Women swear 5.80%16%
5.90%Menswear 13.30%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
Growth RateVolume Value
Figure 59
Growth in value terms still remains higher in womenswear (16%) as compared to menswear
(13.3%). However, since menswear accounts for 34.5% (Rs 43,270 crore) of the market share in
value terms, as compared to womenswear making up 31.4% (Rs 38,440 crore) of market share,
the apparel market in India will remain primarily dominated by the menswear segment for quite
some time to come. Highest volumes as well as value growth are recorded in the uniforms
segment, which is currently valued at rs 11,500 crore. While the segment recorded as 9.3%
volume growth in 2010 over 2011, its value growth was as high as 22.5%, over 21.2% annual
growth during 2010.
The next highest volumes growth is in unisex apparel (6.5%), where value growth was to tune of
15.7% resulting in a market size of Rs 11,980 crore. Volume and value growth in 2010 were
4.2% and 13,6% respectively. With the menswear segment coming alive and all other segments 9
also growing faster year after year, the market is sure on a revival tr
10
volume SHARE OF APPAREL SEGMENTS
20159.6%
24.5%10.0%
28.5%27.4%
20149.3%
24.8%9.9%
28.6%27.3%
20139.1%
25.2%9.6%
28.7%27.4%
20128.8%
25.4%9.7%
28.5%27.6%
20118.6%
25.6%9.7%
28.2%27.8%
20108.4%
25.8%9.7%
28.0%28.1%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%% Market Share
Menswear Womenswear Unisex Apparel Kidswear Uniforms
Figure 610
With regards to market share of apparel segments, from a 37.3% value in share in 2010, the
menswear segment share has steadily declined to 35.4% in 2015. Womenswear market share, on
the other hand, has steadily increased during this period, as also the uniforms segments. From
31.2% market share in 2010, the womenswear segment share has increased marginally to 31.3%
in 2014 and further to 31.4% in 2015. Uniforms segment, which has shown the fastest growth
among all apparel segments, has increased its market share from 7.6% in 2010 to 8.8% in 2014
11
and further to 9.4% in 2015. Unisex apparel has maintained a more-or0less plateau market share
at 9.8% during 2014 and 2015, although it increased rapidly from 7.7% in 2010 to the present
level. Kid swear too has maintained a more-or-less plateau market share at 14.1% during 2014
and 2015, but unlike unisex apparel, its market share had steadily declined from 16.2% in 2010
to the level in 2014.
12
TYPES OF MERCHANDISE AND THEIR DEMAND:-The consumer has all kinds of demands for apparel. The consumer demand can be broadly
trifurcated into three segments: Basic, Basic Fashion and Fashion Apparel.
Basic apparel consists of highest volume with moderate demand uncertainty and is priced
relatively low. On the other hand, fashionable attire comprises lowest volume with volatile
demand, but is highly priced. Mass-product is the feature of basic-product segment and
customized merchandise becomes the hallmark of fashion-product category. Therefore,
depending to which demand-segment they cater to, apparel organization needs to formulate
suitable supply strategy.
13
SUPPLY CHAIN IN APPAREL SECTOR
Supply Chain Management is the integration of key business processes from end user to original
suppliers that provides products, services, and information that add value for customers and other
stakeholders.
The Apparel Supply Chain
The Apparel Supply Chain comprises diverse raw material sectors, ginning facilities, spinning
and extrusion processes, processing sector, weaving and knitting factories and garment (and
other stitched and non-stitched) manufacturing that supply an extensive distribution channel.
This supply chain is perhaps one of the most diverse in terms of the raw materials used,
technologies deployed and products produced.
This supply chain supplies about 70 per cent by value of its production to the domestic market.
The distribution channel comprises wholesalers, distributors and a large number of small
retailers selling garments and textiles. It is only recently that large retail formats are emerging
thereby increasing variety as well as volume on display at a single location. Another feature of
the distribution channel is the strong presence of ‘agents’ who secure and consolidate orders for
producers. Exports are traditionally executed through Export Houses or
procurement/commissioning offices of large global apparel retailers.It is estimated that there
exist 65,000 garment units in the organized sector, of which about 88 per cent are for woven
cloth while the remaining are for knits. However, only 30–40 units are large in size (as a result of
long years of reservation of non-exporting garment units for the small scale sectors – a regulation
that was Removed recently). While these firms are spread all over the country, there are clusters
emerging in the National Capital Region (NCR), Mumbai, Bangalore, Tirupur/Coimbatore, and
Ludhiana employing about 3.5 million people. According to our estimate, the total value of
production in the garment sector is around Rs.1,050–1,100 billion of which about 81 per cent
comes from the domestic market. The value of Indian garments (e.g. saree, dhoti, salwar kurta,
etc.) is around Rs.200–250 billion. About 40 per cent of fabric for garment production is
imported – a figure that is expected to rise in coming years.
14
COTTON THE PRIME RAW MATERIAL
India produces about 5,000 crore square meters of fabric annually with per capita
availability of cloth being 36.2 square meters. As of now 60% of the total produce is
consumed within the country but the share of exports is expected to increase substantially
over the next few years. In value terms, it is estimated that the apparel and textile market
will be worth USD 87 billion by year 2010 with exports worth USD 45 billion and local
consumption of USD 42 billion. The domestic market for clothing and home textiles is
estimated to be worth Rs 137,100 crore, of which pure cotton contributes 33% of the
value share, various cotton blends make up 39% and the remaining 28% value is realized
from non-cottons. Of the 137,100 crore clothing and home textiles domestic market,
cotton and cotton blends contribute approximately Rs 98,766 crore. Of this share of
100% cotton products is 45,200 crore and that of cotton blends is Rs 53,560 crore. Men’s
shirts, kids wear, men’s trousers, salwar suits, men’s formal suits and jackets record
maximum usage of cotton and cotton blends. After cotton, pure silk, synthetics and wool
are mostly commonly used fabrics.
The Cotton market
As of 2007, the ten largest producers of cotton in the world are: China, India, USA,
Pakistan, Brazil, Uzbekistan, Turkey, Greece¸ Turkmenistan and Syria. The five leading
exporters of cotton are: USA, Uzbekistan, India, Brazil and Burkina Faso. The largest
non-producing importers are Bangladesh, Indonesia, Thailand, Russia and Taiwan. The
demand for cotton is strongly influenced by comparative prices vis-à-vis manmade fibers,
also known as artificial and synthetic fibers. Artificial fibers like viscose rayon and
acetates are made from organic polymers derived from natural raw materials, mainly
cellulose. Synthetic fibers including acrylics, polyamides and polyesters are generally
derived from petrochemicals and petroleum products.
15
KEY PLAYERS
S. no. Menswear Womenswear Kidswear
1. Aditya Birla Nuvo Aditya Birla Nuvo Lilliput
2. Raymond’s Arvind Mills Benetton Kids
3. Koutons ITC Wills Catmos
Brief Profile of Key Players
Aditya Birla Nuvo
Aditya Birla Group is in the league of Fortune 500. It is
anchored by an extraordinary force of 100,000 employees,
belonging to 25 different nationalities. In India, the Group
has been adjudged "The Best
Employer in India and among the top 20 in Asia" by the Hewitt-Economic Times and
Wall Street Journal Study 2014. The apparel business of Aditya Birla Nuvo dominates
the premium and popular segments of the Indian lifestyle market with its companies,
Madura Garments Lifestyle & Retail and Peter England Fashions & Retail
Aditya Birla Nuvo Brands:• Esprit
• Peter England
• Allen Solley
• Van Heusen
• Louis Philippe
16
Raymond
A 100% subsidiary of Raymond Limited, Raymond Apparel Ltd.
(RAL) ranks amongst India's largest and most respected apparel
companies. RAL entered into the ready-to-wear business with the
introduction of
Park Avenue in 1986 catering to the men's formal wear market. Parx was launched in
1998 to address the growing trend of smart casuals. In 2000, Manzoni, a luxury lifestyle
brand was launched offering a super-premium formal range of men's shirts, suits,
trousers, jackets, ties and leather accessories. Raymond identified the vacuum for a high
end, casual wear brand and hence decided to acquire Color Plus as a part of strategic
expansion plan for their ready-to-wear business. Noting Hill was launched in 2007 to
cater to the popular price segment. In addition to this, Raymond Apparel has also
ventured into the kids wear segment with its exclusive brand Zap!
Raymond Brands• Raymond Finely Crafted Garments
• Manzoni
• Park Avenue
• Park Avenue Woman
• ColorPlus
• ColorPlus Woman
• Parx
• Notting Hill
• Zapp!
17
Koutons
Koutons retail is the leading manufacture of readymade
and stylish fashion wear brand in the
Country today. With more than 1365 outlets across 493 cities in India, Koutons a wide
range of apparels in men, women and children wear. Koutons has positioned itself as a
“Fashion and Quality at Affordable price” for the middle to high segment. Koutons got
into female segment this is April 2008 by launching their brand less femme. This brand
caters to young women in the age group of 16-34 years and includes apparels like t shirt
party wear etc. it also launched their brands kids junior catering to young boys and girls
in the age group 2-14 years. Koutons further plan to enter the footwear segment in
October and add men’s innerwear in its portfolio. Currently Koutons has four brands
under it umbrella Koutons men’s wear, les femme. Koutons Junior and Charlie outlaw.
Koutons Brands:• Koutons Menswear
• Charlie Outlaw
• Les Femme
• Koutons Junior
18
Arvind Mills
Arvind Mills was established in 1931. It was founded by Kasturbhai
Lalbhai, one of the leading families of Ahmedabad. Arvind’s brand
portfolio includes: Lee,
Wrangler, nautical, Jan sport, Kipling, Tommy, Flying Machine, Excalibur, Arrow, US Polo, Izod,
Pierre Cardin, Palm Beach, Cherokee, Gant, Hart Schaffer, Marx, Sana belt. It manufactures
denims, shirting, khakis, knits, and garments. The company has a turnover of approx. $500 million
and is a part of over 100 year’s old Lalbhai group. Arvind entered into exports of garments setting
up shirts factories in Bangalore 2001. This modest beginning has quickly grown to a capacity of
around 4.50 million shirts, annum and the list of customers includes Dockers, gap, next, Spirit,
FCUK, Osh, Kosh and many others. The lalbhai group subsidiary Arvind Mills said recently that it
temporarily suspending expansion plans for two apparel brands, Rider and Hero, which the
company had jointly developed with the US based branded lifestyle apparel player VF Corporation.
The two companies had signed the JV agreement in 2006 establishing the VF Arvind Brands to
design market and distribute VF’s branded lifestyle apparel in India.
Arvind Milles’s Brands• Flying Machine
• Newport
• Ruff & Tuff
• Excalibur
• Arrow
• Lee
19
Differentiation among key players
Store Aditya Birla Raymond Koutons ArvindName Novo Mills
Men’s, Men’sMen’s,
Product Family Women’sWomen’s & &Range Store &Kidswear Womenswear Kidswear
Esprit Park Avenue Koutons Lee ColorPlus Wrangler Peter-England Charlie Outlaw Parx NauticaBrands Van Heusen Les Femme Notting Hill Jansport
Allen Solly Koutons-Junior Zapp! Kipling Louis-Philippe Tommy
Positioning Presence in allHigh End Value for Money
Presence in allSegments segments
Many International ManyInternationalPlayers- Louis All company All company holdTie Ups Players-Philippe, Van hold brands brands Wrangler,Heusen etc.Nautica, etc.
Media Print, electronic, Print, electronic, Hoardings, print, Print,Used for hoardings, In electronic,hoardings, In store POPpromotion store, hoardings, In
storeDifferent
Quality Different quality inHigh Quality Medium Quality
quality indifferent brands different
brandsLoyalty For Some Brands No No For Some
Program Brands
20
KEY ISSUES IN INDIAN GARMENT SECTOR
Post-MFA Scenario
The Multi-Fiber Agreement (MFA) had been forced in India since 1962, governing the
textile trade between various countries. It was later abolished in 2005. When the MFA
was abolished, it was expected that tariff distortions, which were prevalent earlier, would
gradually disappear, facilitating global trade of textile and apparel. The abolishment of
the quotas did fuel growth of the sector with textile exports growing from US$17 billion
in 2005-06 to US$19.24 billion in 2006-07.
The readymade garments segment benefited the most with the abolishment of the quotas.
According to the Apparel Export Promotion Council (AEPC), readymade garments
export from India is expected to reach US$14.5 billion by 2009-10. Presently, it accounts
for 43 percent of total textile exports and six percent of India’s total export.
Fluctuation Rupee Value
The subsequent spurt in exports did elude exporters in the segment as most focused on
short-term gains. But with the economy growing and appreciation in the rupee value,
there was a rather different tale to unfold. With an appreciation in rupee value, the
apparel and textile export industry now needs more introspection to reduce the extent to
the blow. Export agreements, which were conducted in US dollars, faced the most severe
blows.
Though India enjoys the advantage of a host of low costs in textile and apparel
manufacturing, subsidies and supply of cheap labor currently faces threat from its
neighboring competitors- Bangladesh, Vietnam and Sri Lanka. These countries with
minimal cost, undervalued exchanged rates, low taxes, subsidies and plentiful cheap
labour could result in sail of the industry to these locations.
21
Unemployment
As per a Confederation of Indian Textile Industry (CITI) study, total employment
generation from exports was at 25.80 lakh in 2004-05. The CITI study points out that
with appreciation of Rupee, the growth rate of apparel and textile exports decreased from
16.6 percent to 9.2 percent in 2006-07; and this has already reduced employment from
the apparel and textile export trade by about 1.22 lakhs, and can further lead to an overall
loss of over six lakh jobs, unless serious remedial measures are undertaken to prevent the
crisis. Under present circumstances, it’s estimated that about 2.72 lakh jobs will be lost in
direct employment in the textile and apparel industry in 2007-08.
Lagging in Cost and Technology Spheres
Post MFA, exports splurged and substantial capital expenditures were made to diverse
and also re-inforce production capacity to meet the growing domestic demand. For the
short term this may be fine but mere increasing the productivity was not a solution rather
improving productivity and cost efficiency ought to be the long term goal. In this
segment, Indian Apparel and Textiles companies face threat from low-cost Chinese
Companies while negotiating with tough global buyers. It has also been observed that the
textile and apparel sector witnessed more investment in existing technology than on new
technology. Although Nano-technology has helped in developing manmade fibers (and
filament yarn), the industry still lags behind it counterparts in the United States, china,
Europe and Taiwan. Import of new and advanced technology could certainly compensate
for the losses on account of exports due to declining dollar.
Existence of long and complex Supply Chains causing lengthening of
Lead – time
The supply chain in India is highly fragmented mainly due to government policies (SSI
reservation) and lack of coordination between industry and trade bodies. Existence of
large number of intermediaries adds to the cost but also lengthen the lead times. The
countries who have significantly consolidated their supply chain are globally competitive
22
– Korea, China, Mexico, Turkey.
23
1.3 INDIAN APPAREL SECTOR TRENDS
Salient feature of India Apparel Sector• Maximum employment with minimum investment.
• High percentage of women employment –35 %
• 95% production in small-scale sector
• 3% share in global apparel exports
• Cluster based growth –concentrated primarily in 8 clusters, i.e. Tripura, Ludhiana,
Bangalore, Delhi /Noida /Gurgaon, Mumbai, Kolkata, Jaipur and Indore
• Contributes around 8% to India s overall exports and 48% to textile exports
Production in Apparel Sector
The apparel sector is expected to record a CAGR of nearly 15% in quantity terms and 20
% in value terms in 11th plan period. By 2001-12, production is expected to reach 19 ban
pcs, amounting to rs 299300 crs, 32% of this population is expected to be generated by
the export sector. In value terms, 51 % of the population is expected to be contributed by
exports. The accent is on the value added growth –both for domestic and export market.
India in recent years has been the focal point of continuous growth and development
making it one of the fastest growing economies of the world. It is the 4th largest economy
in terms of Purchasing Power Parity, after USA, China & Japan, and is rated among the
top 10 FDI destinations. The Indian consumer is evolving and driving retail growth due
to increased consumption. Private consumption growth contributes to more than half of
the GDP growth and is growing in double digit figures. Several businesses are reacting to
this evolution positively, both through pull and push phenomenon. Following a similar
trend, the Indian textile and apparel industry is also experiencing rapid changes and
growth. Apparel today has the largest share of the modern organized retail in India i.e.
20% of the current market of Rs. 56,000 crore and this is expected to grow at a constant
rate of 20% over the next 4 years.24
These are few recent trends pertaining to the garment industry:
Trend 1
Indian consumers are converting from stitched apparel to ready-to-
Wear causing a surge in discount retailing.
Factory outlets have become distinct and important shopping destinations
Retailers are increasingly accepting the widely agreed fact that consumers love a
bargain and always look forward to buying brands at low prices. Factory outlets
have become distinct shopping destinations with distinct audiences. Apparel
companies are focusing on this market to cash in on consumers converting from
stitched apparel to ready-to-wear, further graduating to branded apparel. India is
thus seeing a surge in discount retailers offering year round discounts, ranging
anywhere between 30% to70%.
Trend 2
Consumers now desire branded products in all aspects of their life
Traditionally brands that offered formal wear are now extending into casual wear,
accessories, footwear etc. With most brands turning lifestyle brands, they are
opening larger Exclusive Brand Outlets (EBO’s) to showcase their complete
range of merchandise and give an international feel, The past few months has
seen brands opening up very large format stores in India.
Trend 3
Designers realize the huge opportunities in ready-to-wear market and25
Are introducing prêt lines
Another trend visible in the Indian designer wear market is corporatization i.e.
strategic tie-ups with large corporate in related industries to provide the
necessary financial support and expertise in operational management. The
designer wear industry lacks the processes, systems, people and financial
resources to rapidly scale up their operations. The direct advantage of this would
accrue to the designers who would be able to concentrate on the design and
aesthetics rather than on business planning.Genesis Colors P.v.t Ltd., is the
forerunner in the corporatization of the Indian designer industry. It is the parent
company behind the labels Satya Paul, Deepika Gehani, Tie Bar and Samsara.
These designers enjoy a wide distribution network throughout India and abroad
of standalone/franchisee Stores and premier fashion boutiques.
Trend 4
Indian companies see a huge opportunity in partnering with luxuryBrands wishing to enter India
The Indian consumer desires to possess international luxury brands as an
inspirational product. Additionally, no Indian retail brand actually qualifies to be
categorized as a luxury brand. This readiness for luxury as an organized market,
has been recognized throughout the world and international luxury brands are
exploring possible avenues and tie-ups to enter the Indian retail market.
Trend 5
Worldwide surge in demand for organic and eco-friendly products
Organic cotton has been able to achieve maximum popularity amongst all eco-
friendly fibers. Global retail sales of organic cotton products are projected to grow
to $2.6 billion by the end of 2008, reflecting a 40% average annual growth rate.
Hence, the demand for organic cotton fiber is expected to grow to 100,000 metric
tons in 2008, an average annual growth rate of 47%.
26
Trend 6
Kids and youth are influenced by icons & characters and desire toPossess them in their everyday life
India has become an important market for character licensing specially in apparel
Today's consumer is greatly influenced by media and he exhibits a propensity to
follow icons to the extent of bringing them into his everyday life. This growing
trend amongst consumers is being tapped by apparel companies by taking up
licensing of popular characters and icons to be used in their merchandise. This is
especially true for the kids and youth market since they identify with these
characters and icons more strongly. According to Cartoon Network, the business
of license merchandising of animated characters is estimated at Rs. 360 crore in
India.
Trend 7
Companies are exploring new' locations to retail in order to increaseVisibility of their brand
Apparel retailing is geared to take on customers at places other than the
traditional locations like neighborhood markets, high streets and malls. With
increased need for convenience and visibility retailing, companies explore newer
locations like airports, metro stations, restaurants, cafés & even beauty salons.
Retailing at such outlets typically follows two formats - the first is when space is sublet
for retailing branded merchandise at airports, metro stations, etc. The second kind is
when cafés, restaurants, fast food chains sell merchandise to promote their own brand
through T-shirts, caps, bags, mugs, etc. While brand retailing at airports/metro stations is
growing at a fast pace, brand building by cafés/restaurants through retailing of
merchandise willalso be an important trend mostly targeted at kids and youth.
27
Trend 8
Textile companies are strengthening front and back end operationsThrough mergers and acquisitions:-
Companies are increasingly looking to acquire domestic and overseas
companies which complement the value chain. However, it is the foreign
acquisitions which have caught the attention of the industry and the world. Indian
companies are taking on larger companies, integrating the Indian advantage of
manpower & raw material with the acquired company's strategic location,
technology and/or well established distribution channels.
28
1.4 Fashion Retai l S cena rio i n Ind ia: T rend s and M arket D ynami cs:-The Indian retail market is expected to demonstrate a promising year-on-year growth of 6% to reach USD 865 billion, by 2023, from the current USD 490 billion. The share of apparel in India’s retail market is 8%, corresponding to a value of USD 40 billion. In addition to fashion apparel, the growing demand for fashion accessories makes the Indian fashion market both interesting and lucrative. The Indian fashion retail market has witnessed several fascinating changes and challenges in recent years, which are indicators of the country’s evolving fashion retail market. The challenges associated with these changes need to be addressed in the most efficient and prudent manner in order to harness the concomitant benefits.
Total Retail Market
(USD bn)
Share of the Retail Market, 2013
1% 6%
69%
2013 2023(p)
Food & Grocery apparel
Consumer Durables & IT Jewelry & Watches
Pharmacy & Wellness Furniture & Furnishings
Footwear Others
29
D
490
865
T r en d s i n t he In d ian F a shi o n M a r k e t:- The trends emerging within the Indian fashion market can be broadly classified into
four categories, depending on their associations; these are discussed in the following
sections.
1. India’s Macroeconomic Scenario
The sound growth of the fashion products market, driven by the 8-to-9% GDP growth
and positive investment sentiment, looks like a thing of the past. The growth story of
one of the largest emerging economies, India, has required severe revision. A
growth rate under 5%, coupled with double-digit inflation, has dampened consumer
demand for fashion items. As a result, the Indian fashion products consumer has
become a cautious spender; demanding value for the money spent. In many
cases, the Indian middle class has started trading down by shifting to either
products available at a lower price-range or to lowering purchase volumes if within
the same price range. The recent inflation in food and vegetables’ prices has added
to the woes of the Indian consumer. Food being an irreplaceable item has eaten into
the share of non-food items in recent years. In addition to the weak economic
sentiment, the worsening political environment and an increasing lack of confidence
in governments and institutions has negatively impacted the country’s overall
business competitiveness. As a consequence, the retail Market is also hit in terms of
business growth. With no sign of any substantial recovery in the macroeconomic
sentiment or any Respite from inflation in the near future, the trading down by Indian
middle class will continue in the coming months. Non-food items, including fashion,
are expected to bear the adverse impact of this trading down.
30
2. India’s Demographic DividendThe demographic dividend of India is tilted in favor of the consuming age group. In
Contrast to the increasingly- aged populations in the West, Japan, and even China,
India is expected to become the world’s youngest emerging economy by 2020, with
Around 64% of its population in the working age group. This young consuming class
has new aspirations and is more open to experimenting with fashion brands and
Modern designs. In addition to such a favorable age group, the Indian fashion retail
market is expected to deal with a heterogeneous consumer group. The Indian fashion
consumer has been traditionally heterogeneous as a result of income disparities, the
influence of ethnic Clothing, regional preferences, etc. But in recent times,
heterogeneity in taste, choice, And preferences has increased substantially even
within consumers in the same Region and same ethnic group, belonging to the same
income level and age range. The Indian consumer is now conscious about his/her
personality and selects such Fashion products as might suit his/her personality the
best. As a consequence, Exclusive ethnic wear brands are multiplying in a market
which is also accepting Western wear fashion items more readily.
3. Retail-specific PoliciesThe government’s decision to allow Foreign Direct Investment (FDI) in multi-brand
retail is considered one of the most radical and reform-oriented decisions taken in
recent times. However, despite the approval of the Indian parliament, the country is
yet to witness any major inflow of FDI in multi-brand retail. The declaration of the
major opposition party to the effect that it would disallow FDI in multi-brand retail if it
comes to power, combined with rules specific to backend infrastructure and local
sourcing have been the most contentious issues.
The policy governing FDI in multi-brand retail necessitates substantial investment in
backend infrastructure. At present, most domestic retailers have not made substantial
investments in backend infrastructure. Most of them outsource apparel manufacturing
as well as logistics to third parties. However, a select few have their own
manufacturing facility. Most domestic retailers own warehouses in different regions
of the country and possess the IT infrastructure needed to manage inventory and
operations. Investments in backend infrastructure development could be a challenge
for many international, multi-brand apparel retailers seeking entry into India through
the FDI route.
31
The policy also requires retailers to source at least 30% of their products from such
domestic sources as medium and small scale industries. It is expected that, due to
the presence of the vertically-integrated textiles and apparel industry, local sourcing
will not be a constraint for international retailers. Despite the initial reluctance of
retailers, it is crucial to note that many international retailers will enter the Indian
market through the FDI route within a couple of years. This will open up an
opportunity to learn international best practices and thus improve India’s overall
business performance. The fashion and fashion accessories industries are also
expected to benefit from better product designs and improved deployment of
technology.
4. Consumers’ Buying Behavior One of the most critical factors determining the success of fashion retailers in India is
The ability to gauge trends in consumer purchase decisions. The Indian fashion
Consumer is undergoing an evolution and is rapidly adapting to international fashion
Statements. Increasing disposable incomes, exposure to international events and
Fashion icons, and rising confidence levels are driving the changes in the consumer
Purchase behavior. Some distinct consumer trends expected to impact the Indian
Fashion market are:
5. Increasing Time-povertyIndia’s core consuming class is experiencing an ever-increasing time-poverty. The
richer sections of the society are able to outsource most of their activities to the
poorer sections who work as domestic help, shop and office attendants, etc. Routine
activities that do not require a personal presence, e.g. cooking, vehicle servicing,
grocery purchases, etc. are outsourced to others. Being an emerging economy with
a large rural population, there is no shortage of people who might work as domestic
help or attendants, at relatively lower wages. On the other hand, these poorer
masses lack substantial purchasing power to contribute to the retail economy.
However, the worst- hit section is the middle income class, as, for them, it is a
clear trade-off between the time required for their regular employment and the time
needed for routine, yet necessary, activities that are generally time-intensive.
32
6. Shift from Need-based Purchasing to Aspiration-based Purchasing
There was a time when fashion items were being purchased as and when required.
Now-a-days, fashion clothing is more than a basic need; it is a reflection of
aspiration, personality, and one of the biggest status symbols. The Indian fashion
consumers can tell the difference between unbranded and branded apparel. They
are able to decode the messages communicated by different brands on different
occasions. The aspirational youth is also influenced by peer groups working with
multinational companies and having international exposure. Though basic textiles
and footwear continue to be a part of the consumer’s basket, the demand for
aspirational fashion clothing and fashion accessories has increased substantially in
recent years.
7. Growing Value ConsciousnessAlthough the fashion consumer is willing to spend more on clothing and
accessories of choice, the consciousness of value received for the money spent
has increased manifold. The weak economic outlook and higher inflation rates
have also contributed to this heightened value consciousness. There is a distinct
differentiation between pre-2008 and post-2008 India. Even while long-term faith
in the growth and consumption story of India stays intact, the short-term scenario
appears bleak. The fear of job loss, stagnation of personal income, increased
spending on food, etc. have a profound impact on the purchasing behavior of
consumers. The consumer is inclined towards value and affordability, but, at the
same time, there is an inherent need for a fashionable look.
8. Increasing Acceptance of Digital Technology Technology has become an inevitable part of consumer lifestyles. The increasing
access to the Internet, at a more-affordable cost, and the higher penetration of
digital devices has influenced consumers’ buying patterns substantially. Today’s
consumer has greater access to fashion products through the Internet and digital
devices. He/she compares products, prices, brand offerings, service levels,
and the feedback/opinions of fellow consumers before making any purchase
decision.
33
Source: IAMAI, Income Tax Department, Government of India, Indian Railways,
Facebook, Industry Sources,
Techno Pak Analysis
Exhibit 3: Evolution of Internet users in India
34
Year 2008 2010 2013No. of active Internet users (mn)
50 75 > 120
Activities online -Email
-News
-News
-Travel
-Gaming
-Video streaming
-Applications downloads
No. of Facebook users 1 8 79
No. of Indian Railways tickets booked online per
19 72 120
No. of income tax returns filed online per annum
2 5 21
35
9. Evolution of Fashion Retail
The distinct trends in the macroeconomic scenario, the favorable demographic
dividend, retail specific policies, and consumer buying behavior, have triggered a
transformation in the fashion retail market which is also reflected in the changes
undergone by the Indian retail industry. These take the form of modernization and
corporatization of retail businesses, the evolution of alternative retail landscapes, the
customization of product portfolios to address the specific needs of various
consumer segments, the increasing success of private labels, and the growing focus
on business efficiency.
10. Corporatized Retail
Corporatized retail is expected to grow in India, from a share of 8% in 2013 to 24%
by 2023. The drivers of this growth are expected to be the continued large share of
private consumption in India’s economy, the growth of alternative retail, and the
continued growth of brands and retailers.
Category Corporatized Retail Share (2008) Corporatized Retails Share (2013)Food & Grocery 1% 3%Apparel 14% 19%Consumer Durables & IT 10% 20%Jewelry & Watches 6% 10%Pharmacy & Wellness 3% 4%Furniture & Furnishings 6% 8%Footwear 21% 27%
Source: Techno Pak
Analysis Exhibit 4: Share of Corporatized Retail
Interestingly, in the Indian market, the receptivity of apparel and fashion products
towards corporatized retail has been high. As of 2013, 19% of the total apparel market
was made up by corporatized retail. Footwear and consumer durables are the only
other major categories which have a high share of corporatized retail, at 27% and
36
20%, respectively. Many industry players believe that the increasing penetration of
corporatized retail in the fashion category has contributed to the improvement of the
country’s retail Ecosystem. Corporatized retail has induced greater consumer spending
due to Improvements in product quality, reliable product specifications, and better
Management of store service levels. However, in the coming years, the growth of
corporatized retail will be driven by its Increasing penetration beyond the major urban
centers and the development of Alternative retail models. Currently, the top 24 Indian
cities contribute around USD 21 billion to the retail market which corresponds to
56%Of total corporatized retail and 30% of the overall retail market.
Geographic Distribution of Corporatized Retail
45%
11%
Metros (2 cities) Minimarts (6 cities)
Tier I (16 cities) Tier II & below Total Stores
Exhibit 5: Geographic Distribution of Corporatized Retail
37
45%
11%29%
100%
15%
29%
11. Alternative Retail Landscape
The rapid growth of alternative retail channels, e.g. Direct selling, home shopping
networks, and e-tailing indicates the evolution of an alternative retail landscape. The
factors driving alternative retail are reach and convenience, which are directly linked
with evolving consumer buying patterns like time-poverty and the increasing
acceptance of digital technology. Traditional retail players focused more on metros
and mini metros. At the same time, brick & mortar model was considered most viable.
However, the trend has changed substantially in the recent years. Retail players have
realized the consumption potential in the emerging sub-urban markets of Tier II and
Tier III cities. There was a time when industry experts were of the opinion that fashion
products have less potential for e-tailing due to such issues as fit and feel. However,
due to the rigorous and committed efforts of the fashion e-tailing players, Indian
consumers have accepted e-tailing as a convenient model for fashion purchases.
12. Customization of Product Portfolios
A successful retailer must be able to attract consumers of different age groups and
belonging to different socioeconomic strata. This requires excellence in product
packaging and prudent structuring of product portfolios. Many retailers have started
observing the buying behavior of consumers from different strata and have
customized, discounted offerings and promotions based on the specific requirements
of each consumer segment. Product bundling, and product displays, has also garnered
more attention as a means of engaging consumers.
13. Proliferation of Private Labels
The industry is also witnessing a surge in the demand for private labels. In order to
gain better control over products, and to milk the profits associated with brand
38
recognition, retailers are introducing new brands and focusing on marketing activities
to increase sales of these brands. This approach will, over the long-term, help
retailers capture the consumer’s attention. Additionally, private labels will help in
managing supply chains and pricing, and thus impact the retailers’ bottom lines.
Retailer Name of the Private LabelShopper Stop STOP
Kashish
LIFE
Vittorio FratiniLifestyle Ginger
Pantaloons John Miller
Scullers
Indigo Nation
Lombard
BareWestside Ascot
Richmond
Gia
Wardrobe
Westside
Source: Company reports, secondary research
Exhibit 6: Select List of Private Labels in Indian Fashion Market
14. Growing Focus on Business Efficiency
With the introduction of corporatized retail, the deployment of professional management
concepts has increased within the Indian retail market, including fashion retail. With the
implementation of scientific management systems and the application of Information
39
Technology tools, the Indian retail sector is heading for an efficiency-driven ecosystem
with consumers at the core. It is critical to understand that business efficiency is a
broad term that covers products/services, people, and processes. Some key elements
of efficiency-driven ecosystems are also emerging in India’s fashion market landscape;
these are described hereafter.
15. Application of TechnologyIn a world rapidly adapting to Information Technology and digital devices, fashion
retailers have to deploy the right kind of technology for improving business
efficiency. At a broad level, the application of Information Technology will have two
different dimensions, viz.
16. Process and people managementIs an integral part of a retail organization? Sub-optimal process management has a
direct impact on the organization’s revenues and costs. But the hidden cost of
suboptimal processes goes beyond the obvious as these adversely impact consumer
psyche, the company’s image, its employees’ morale, and the attitude of vendors and
suppliers. Although most Indian retailers own IT infrastructure for inventory
management, there is substantial scope of improvement in the application of Information
Technology in supply chain management, vendor management, training and
development, tracking of industry trends, etc. Information Technology also has great
potential for attracting consumers to retailers irrespective of the format. Fashion
consumers today are smart enough to compare prices across brands and retailers in
various formats. They look for detailed product features, compare fashion items in
terms of fiber content, design, wash instructions, etc., and review product ratings and
opinions. Thus, retailers need to use advanced analytics and ERP systems to scan the
consumer mindset and tailor retail formats, and pricing and promotion strategy
accordingly.
17. Customer Relationship Management
It is a misconception that customer relationship management is just an IT tool to track
buying behavior. Fashion retailers have to dive deep into the needs, wants, and
desires of their customers for two specific reasons. First, unlike other retail products, 40
fashion products are very close to the customer as they reflect the personality of the
customer. Second, retailing is not entirely about selling products; it us a complex
mixture of products and services.
In the case of the brick and mortar model, the customer is also influenced by the
product’s display, the behavior of salespersons, the overall ambience of the retail
outlet, etc. There is a need to understand the kind of customers who visit a
particular store and the value proposition that each customer segment expects from
the retailer. The service offering has to be customized as per the customer’s
requirement.
Direct selling of fashion products, as also their e-tailing, also requires a focused
approach towards customer relationship management. It is observed that customers
with a bad experience in terms of the delivery of fashion products (different size, color,
etc.) prefer one particular retailer to another. Although a retailer might prefer clubbing
issues relating to delivery of inappropriate products with operational issues, it is
actually a customer management issue.
18. Human Resources Management
In an industry characterized by growth, dynamism, and countrywide focus, human
resources management becomes more important than ever. Aligning organizational
structures to consumer needs, designing employee compensation policies keeping in
mind their roles, implementing effective training and development programs, recruiting
and retaining talent, etc. are some of the key challenges that fashion retail players
have to address. One of the critical aspects of human resource management will be
the development of an organizational culture as this will have a direct impact on
employee morale and their attitude towards customers.
19. Environmental Concern
Eco-friendliness will also be a critical performance metric for retail organizations.
Although the aspects of green marketing are still at a nascent stage in India, it is
41
expected that a section of consumer groups and non- governmental organizations will
ramp up their vigilance on the environmental friendliness of companies.
Retailers will face questions related to the kind of labor employed by their
manufacturers, e.g. whether dyes and chemicals used are in compliance with
environmental norms, whether proper manufacturing and waste management
practices are followed, etc. Fashion retailers in India have to keep abreast of the
times and must start marketing their environment policies to gain a competitive edge
over their competitors. On a positive note for fashion retailers, India’s textiles and
apparel suppliers have a proven expertise in meeting the environmental standards of
Western markets and have shown their ability to meet the expectations of leading
international brands.
20. Challenges for Fashion Retail in IndiaSome key challenges faced by retailers in general, and fashion retailers in particular, are
the heterogeneity of the market, evolving customer needs, rising real estate Rentals, a
complex tax regime, and infrastructural bottlenecks. These challenges have been
addressed through innovative thinking by some retailers, but many of these Issues need
to be addressed by collective bargaining and mutual collaboration at Industry level.
21. Heterogeneity of the Market
Heterogeneity is a key characteristic of the Indian retail market in general. The
complexity of the market can be decoded by comparing it with the developed retail
markets of the West. For example, in the US, there are 4 shops for every 1000
people whereas the corresponding number for India is 14 shops per 1000 people. The
Indian retail market is characterized by a diverse spread of customers with unique
preferences. From a retailer’s perspective, this requires a thorough understanding of
consumer preferences across the country and of the similarity and differences in consumer
buying patterns.
22. Evolving Customer Needs
Evolving customer needs are a challenge for Indian retailer as these require
rediscovering the customer within a short time span and then rearrange the
42
organization’s structure, retail formats, and product portfolios accordingly. Unlike a
mature retail market, the retail market in India has to continuously focus on the
process of learning, unlearning, and relearning. Again, this alone is not sufficient; the
insights gained in the process must be translated into actionable business decisions.
23. Rising Real Estate Rentals
High leasing costs resulting from mispriced commercial real estate is a major concern
for Indian retailers. Additionally, it is very difficult for retailers to find suitable
commercial retail space in most Indian cities. Real estate rents and space availability
are characterized by fragmented ownership, irregular auctions, inappropriate store
designs, etc. Retailers have to push governments to allocate more retail space which
can be rented/leased- out at reasonable cost.
24. Complex Tax Regime
The Goods and Services Tax (GST), which aimed to enforce a uniform tax regime, is
yet to come into force. The current tax regime continues to be complex thanks to
multiple tax enforcement authorities, varying tax rates, duplication of taxes at different
points. At present, the taxes charged by different states vary from one another, and so
a national retailer needs to understand state-specific tax rules and plan retail models
accordingly.
On a positive note, the government has realized that the simplification of the tax
regime and the deployment of uniform tax rates will be a huge step towards reforms.
Hopefully, the GST will be effective sooner rather than later, and will provide abiding
relief to retailers.
25. Infrastructural Bottlenecks
43
Indian fashion retail is hit by infrastructural bottlenecks due to the poor conditions of
roads, highways, etc. which creates supply chain constraints and increases inventory
costs.
Wool:-1.3%
Exhibit 7: Growth Rates of Global Fiber Demand
15
However, one of the less discussed but more critical infrastructural bottlenecks for
the Indian fashion retail industry is the lack of fiber neutrality. Customer demand for
manmade fiber-based apparel is growing globally. It is unfortunate that India lacks the
infrastructure to manufacture and process manmade fiber-based apparel in general and
44
Cotton: +1.0%26.mn MT
Cellulosic: +7.2% 4.0mn
MTSynthetics: +5.3% 48.0 mn Mt
polyester-based apparel in particular. This bottleneck is partially caused by government
regulations that impose high excise duties and import duties on polyester. There is thus
a need to overcome the deficiencies in the polyester-based fashion products segment
as it is difficult to resist the growing demand for manmade fiber- based clothing.
45
1.5 SWOT ANALYSIS
Strengths:-
Abundant raw material availability
India is one of the leading producers of natural and manmade fibers. The
abundance of raw material allows industry to control cost and reduce overall lead
time.
Low cost skilled labor
India has third lowest wage rate as compared to other key garment
manufacturing companies. This provides industry with a distinct competitive
advantage.
Presence across value chain
Indian industry has manufacturing capacity present across complete product
range, that allows garment manufacturers to source raw material locally and thus
reduces the lead time.
Growing domestic market
The Indian domestic market is extremely sensitive to fashion fads and this has
resulted in development of very responsive garment industry.
46
Weaknesses:-
Fragmented industry:-
Global buyers prefer to source their requirements from two to three vendors and
Indian garment manufacturers find it difficult to fulfill the capacity requirements.
Effect of historical government policies:-
The industries continues to be affected by several historical regulations, for
instance there is still an absence of viable exit options for industry players. These
regulations resulted in complex industry structure, which is currently an obstacle.
In the Pre 2000 era garmenting sector was reserved for the Small scale Sector,
which has resulted in most units being set up with small capacities. Till now,
knitted garment sector is reserved for the small scale sector. Though the
historical regulations are relaxed now, they continue to be an impediment to
global competitiveness.
Lower productivity & cost competitiveness:-
Lower cost competitiveness has hampered ability to compete with lower cost
global players because the labor force in India has a much lower productivity as
compared to competing countries like China, Sri Lanka.
Technological obsolescence:-
A large portion of the industry’s processing capacity is obsolete. This has
resulted in low value addition in the industry and a need has risen for significant
technology investments to achieve world class quality.
47
OpportunitiesLiberalizing economyOpening up of Indian economy has presented the players with lots of
opportunities; Indian companies are tying with global brands. They are leveraging
the brand name of global brands.
Growing dual incomeWith number of working women’s increasing the dual incomes are income thus
income available at peoples discrete has also increased.
Rising Disposable IncomeAccording to McKinsey Global Institute (MGI), by 2035 over 23 million Indians will
number among the country’s wealthiest citizens. Forecasts for India’s real GDP
growth rate over the coming two decades generally range between 6 and 9% per
year. MGI forecast real compound annual growth of 7.3% from 2005-2025.
Average real household disposable income will grow from 113,744 Rs in 2005 to
318,896 Rs by 2005, a compound annual growth rate of 5.3%. This is
significantly more rapid than the 3.6% annual growth of the last two decades.
Sizeable urban middle class
As Indian incomes rise, the shape of the country’s income pyramid will also
change dramatically. Apart from a substantial reduction in poverty, India will
create a sizeable and largely urban middle class. Middle class comprises two
economic segments - seekers with real annual household disposable income of
200,000 to 500,000 Indian rupees and strivers at 500,000 to 1,000,000 Indian
rupees. In 2005, the Indian middle class was still relatively small comprising
approximately 5% of the population, however middle class is expected to reach
41% of population by 2025.
Fifth largest consumer
India will become the world’s fifth largest consumer market by 2025. The
combination of rapidly rising household incomes and a robustly growing
population will lead to a striking increase in overall consumer spending. The
48
aggregate consumption in India will grow in real terms from 17 trillion Indian
rupees today to 34 trillion by 2015 and 70 trillion by 2025 a fourfold increase.
49
Threats:-
Fluctuation in rupee value:-
The fluctuation in rupee value possess a big threat in front of importers and exporters.
The exchange value of Rupee against UD Dollar has depreciated to Rs 50.03 which
has resulted in huge losses for the importers. Thus there is always a great threat for
players in international trade. But since it affects only international players thus it is not
as big a threat as some of other threats.
State of Recession in the economy:-
The apparel industry gets severely hit during recession because of less liquidity in the
market. This industry is an export-oriented industry which lies in doldrums during this
stage.
Competition from global players:-
The major exporters of garments from all over the world are giving tough competition to
India as they are providing higher productivity with lower costs. Competition is not likely
to remain just in the exports space, the industry is likely to face competition from
cheaper imports as well. This is likely to effect the domestic market and may lead to
increased consolidation.
Ecological & Social Awareness:-
Is likely to result in increase pressure on the industry to follow international labor
and environmental laws.
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1.6 Pest analysis
Political – this refers to the ways in which the government can intervene in an
economy in terms of environmental and labor laws, tariffs, trade restrictions and
tax policies. It also shows how a government can influence education and health
and how it will affect the infrastructure of a country.
Economic – this refers to how exchange rates, inflation rates, interest rates and
economic growth will impact on a business and how it can grow, develop and
make various decisions. For example if a business exports goods these operations
can be greatly affected by exchange rates and these are factors that need to be
included in a business’s strategic management plan if they are to succeed.
Social – these factors refer to how a society behaviors culturally, how the
population rate will grow, how health-conscious people in a country are, how its
range is distributed in a country and the various attitudes that people have towards
their careers. When social trends change it can greatly affect the need for a
business’s products or services. Similarly if a society has an older population the
cost of labor will increase and a business will need to change their management
strategies in order to cope with these changes.
Technological – this refers to how technology can change and looks at
automation, R&D activity and technological incentives that are available.
Technology can also have a great impact on efficient production levels and
influence decisions on outsourcing. In addition to this there are some changes in
technology that can affect the costs that a business needs to meet and can improve
the quality of a product or service that a business offers.
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1.7 Five force analysis
ENTRY & EXIT BARRIER
In entry and exit barrier we are choosing following indicators to understand this force
Legal environment and Incentive from government in textile industry
Energy crises
Let’s start with legal environment regarding textile industry
a)LEGAL ENVIRONMENT
Generally speaking legal environment is not in the favor of textile industry.
The Textile Industry was one of those five industries of India that enjoyed 0% rating
facility, which means that their products were not subject to any sales tax. This exemption was given by the government through SRO 509 (I)/2007 dated 9th June, 2007. But recently a new SRO 231(I)/2011 dated 15th March, 2011 has been issued to have changes in the previous one. The applicability of the new sales tax
regime for textile sector has become applicable from April 1, 2011 instead of date of the
promulgation of the Presidential Ordinance or issuance of relevant notification i.e.,
March 15, 2011. This new SRO finished the facility of 100% zero rating and imposed a
tax of 4% if the finished fabrics have been sold to the un-registered persons like
wholesale market
All India Textile Mills Association (APTMA) has told that government’s actions are not
matching with its words for the textile industry. Chairman APTMA said that this
government policy is textile industry friendly.
a)NO SUBSIDY FROM THE GOVERNNMENT
Especially the provisions of Finance Bill 2009-10 are not textile industry friendly at all.
Provisions like
Reintroduction of 0.5% minimum tax on domestic sales
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1%withholding tax on import of textile and articles
16% Federal Excise Duty on banking and insurance services besides
Reintroduction of minimum tax on domestic sales would invite unavoidable liquidity
problem, which is already reached to the alarming level. The textile industry was facing
negative generation of funds due to unaffordable markup rate
The government has raised special excise duty from one per cent to 25 per cent.
So instead of given subsidy to the textile industry the government of India is making
unfriendly policies for the textile industry. So we conclude that entry and exit barrier are
very high.
b)INFLATION RATE
The categories which recorded the highest price increases were: Alcoholic Beverages
and Tobacco (18.5 percent); Recreation and Culture (17 percent); Clothing and
Footwear (15.7 percent); Health Care (13.2 percent); Restaurants and Hotels (9.8
percent) and Miscellaneous Goods and Services (8.6 percent).
The increase in inflation causes the increase in the cost of production of textile good
which return in downsizing. The increase inflation also cause reduction in exports of
textile.
53
c) ENERGY CRISES
In spite of the rates of utilities in India being higher than competing countries, their tariffs
are increased on regular basis making the industry un-competitive. The cost of
production has also risen due to instant increase in electricity tariff. As a consequence
of load-shedding the textile production capacity of various sub-sectors has been
reduced by up to 30 percent which, along with other consequences, has also reduced
the export order. Due to load shedding some mill owner uses alternative source of
energy like generator which increase their cost of production further. Due to such
dramatic situation the capability of competitiveness of this industry in international
market affected badly.
A spokesman for the All India Textile Mills Association (APTMA) claimed that 60 to 70 per cent of the industry had been affected and was unable to accept export orders coming in from around the globe, as a result of gas load shedding.
Another jerk has been given to the industry in the form of a “Two-day weekend” for the
conservation of energy. Either adequate energy resources are unavailable to the
industry or the prices of fuel are out of range of the industry. The textile industry being
an energy intensive sector is vulnerable to a higher rate of energy losses across various
production processes resulting in higher energy bills, and productivity losses- all of
which have significant financial impact
We conclude that in textile industry entry and exit barrier are very high.
LEVEL OF COMPETITION
Two types of competition is facing by textile industry
Internal
External
On national stage the level of competition is low because textile industry needs huge
investment. Most importantly now a days our country legal and tax policies are not in
54
the favor of textile industry .Now a days India is also facing severe energy crisis. The
high cost of production resulting is because of increasing energy crisis.
So on internal level this competition is low because of unattractiveness of this industry.
While on international level industry is facing competition from other developing countries like Bangladesh, India. China also competing India in major export markets
i.e. the EU and the USA. Also the current recession in the West has resulted in a
slowdown in demand for textile products. Due to all the other problems faced by the
Textile Industry, its production capacity and quality is getting low. So India is lagging
behind its competitors in the sphere of this international and regional competition. This
is a huge threat to the Textile Industry of India.
BARGAINING POWER OF BUYERS
Bargaining power of buyer is very high because of new emerging trends of WHO . In
past USA and EU was the major importer of Indiai textile goods but not now. Indiai
textile industry is achieving the national quality standards very hardly It is not easy for
Indiai textile industry to achieving international quality standards. Now a day WHO
quality standard is the metals of most immediate concern are chromium, Zinc, iron, mercury and lead. The fate of these chemicals varies, ranging from 100% retention on
the fabric to 100% discharge with the effluent. Most of these metals are non-degradable
into non-toxic end products. Experts say that textile wastewater contains substantial
pollution loads in terms of COD, BOD, TSS, TDS and heavy metals. The values of
these parameters are very high as compared to the values in National Environment
Quality Standards (NEQS) set by the government.
United States cancel more than 50% of textile orders of India .US also impose a
high duties on the import of textile of India which effect the export in a bad manner. US
& EU are the major importer of India textile which creates a huge difference in export of
India textile after imposing restriction on import of India textile goods.
55
BARGAINING POWER OF SUPPLIER Bargaining power of supplier is low
because of the new emerging trends of WHO .Now the buyers have very much power
to exercise as compare to suppliers.
So, bargaining power of supplier level is low.
THREAT OF SUBSTITUTE
In textile industry threat of substitute is low because people don’t have any option to
purchase another product to satisfy their need. As USA cut off 50% textile trade from
India but it does not mean that USA find a substitution for textile products .In fact they
shift to another suppliers as China ,Bangladesh or India. So we conclude that threat of
substitute is low.
56
Chapter 2:- Research Methodology
57
2.1 objective of the study
To understand the buying preference and behavior of consumer who
purchase readymade garment from various organized stores.
To explore the various factor affecting decision of purchase of various
readymade garment.
To know the reason why consumer have a particular behavior towards a
certain readymade garment. EG - time spend in a shop amount spend
behind purchase of various articles etc.
To know by relating practical and theoretical aspects.
To study that how consumer perceive above the various shop selling
readymade garment and factors thereon affecting such as prices,
qualities, variety of product, durability, etc.
Scope of research The scope of our project covers the entire readymade garment industry
consisting of organized & unorganized sector. The major companies of
readymade garment industry in India are Archie’s & hallmark as far as our
survey in concerned we are mainly concentrating on stores Ahmedabad
only.
58
2.2 data source
The reliability of the managerial decision depends upon the quality of the
data. The quality of the data can be expressed in terms of its
representative features of the reality.
The data can be classified into two parts.
1) Primary data
2) Secondary data
1) Primary data:- it’s the data which has never been collected by any one
before. The researcher himself finds such data. The data which is collected
from the field under the control & supervision of an investigator is known as
primary data. The primary data of our project will be from a survey of 150
people only through questionnaire.
2) Secondary data:-the data which is present in some places such as
books, newspaper, magazine, journals etc collected and such data is
collected is called secondary data. It is already collected by someone; we use
that data for our research purpose. In such of these sources of data, the
process of data collection is already has been done by various respective
organization agency. We also depend on collection of data from various other
sources such as journals, books, magazines etc. we also got the data from
internet of respective company’s website. The details of their website &
names are given in bibliography & references.
59
2.3 Research Approaches In this researcher were decided how he will collect the information.
Researcher will decided that how he will approach the customer.
There are various methods by which you can collect the information
by respondent.
(1)Observation Research: - The fresh data can be gathered
by collecting the relevant factor and setting.
(2) Survey Research:- Survey is best suited for descriptive
research companies undertake survey to learn about peoples knowledge, beliefs,
preference and satisfaction. it required development of survey instrument, usually
a questionnaire, which the respondent are asked to fill up.
[3] Focused group Method:-In this method six to ten people are invited by researcher to discuss about
product, service or any other marketing element. The entire discussion will be
managed by a skilled moderator. This moderator will also note down important
points during the discussion. Participants are normally offered some gifts or
incentives for attending the meeting.
[4] Experimentation:-In this method researcher will select to mutually exclusive groups having
similar characteristic after the selection of groups. Researcher will use
same controllable variable in both the groups and provided different
60
treatment to observe difference in resonance. The purpose of
experimentation is to capture cause and effect relationship by eliminating
competing explanation of the observed finding.
The research approach used by is survey approach. We have done survey of
150 consumers on their buying behavior and preference of readymade garment.
We have also used observation approach to observe the buying behavior of
consumer through observational schedule.
61
2.4 Contact MethodOnce the sampling plan has been determine, the marketing researcher
must decide how the subject should be contacted: mail, telephone,
personal, or online interview.
Personal interview:-It is reliable, costly and time consuming method. In this method the
researcher and responded are in direct communication. The interviewer
can ask more questions and record additional observations about the
respondent, such as dress and body language.
In this contact method we have not used mail questionnaire, telephonic
interview and online due to respondent might refused to cooperate so we
personally mate them to get required information.
Telephonic interview:-In this method the researcher collect information through telephonic conversation
with respondent the main advantage of this method is that it can cover a large
number of respondent at the same time the main limitation is that it is costly
because to call every respondent researcher needs to spend lots of money and
the researcher cannot get personal information in this method.
Mail interview:-In thus method the researcher needs to prepare a structure questionnaire and
send it to the respondent by post or courier when respondent receive it he can
feel it and send it back to the researcher. The main advantage of this method is
that it is less costly and can cover a large number of people, and the main
limitation is it is time consuming
.
62
Online interview:-Here researcher and respondent meet each other with the help of internet.
Researcher uses internet and through chat, e-mail he can question to the
respondent and get information.
Here in our survey we have used personal interview to collect the information for
the respondent.
63
2.5 Research InstrumentsInstruments are used to conduct the research. Marketing researchers have
a choice of three main research instruments in collecting primary data
Questionnaires, qualitative measures and mechanical devices.
[1] Questionnaire:A questionnaire consist of a set of questions presented to respondent. Because
of its flexibility, the questionnaire is by far the most common instrument used to
collect primary data. Questionnaire need to be carefully developed tested and
debugged before they are administered on a large scale. In preparing the
questionnaire, the researcher carefully chooses the question and there from
wording and sequence. The form of the question can influence the response.
Marketing researcher distinguish between close ended and open ended
question. Close ended question specify all the possible answer and open ended
question allow respondent to answer in their own words.
Example: open Ended: How many items do u buy while buying garments
from mall?
One or two More than ten
Three to Six Six to ten
[2] Mechanical devices:Mechanical device are occasionally used in marketing research, we cannot
achieve the needed information from this method so we have not consider this a
into consideration
[3]Qualitative measures:Some marketer prefer more qualitative methods for knowing consumers opinion
because consumer action do not always match their answer to survey question.
64
We have got all the needed information from sources hence we have not take
this into consideration.
We have use questionnaire as a research instrument and also some quantitative measure like bar chart.
65
2.6 Sampling DecisionAfter deciding on the research approach and instruments. The marketing
researcher must design a sampling plan. Sample is a representative of a
population. It we research we have select sample. When we prepare
sampling plane was going to take three important decisions.
[1] Sample unit:
This contains who is to be surveyed? The marketing researcher must define the
target population that will be sampled. Once the sampling frame must be
developed so that everyone in the target population has equal known chance or
being sampled. As this is one of the important characteristics of sampling.
[2] Sample size:
This Contain that, how many people should be surveyed? Large samples give
more reliable result than small samples. However, it is not necessary to sample
the entire target population or even substantial portion to achieve reliable result.
We have taken into consideration only those people who buy the readymade
garment from the shop and qualify our basic question.
In this research we define the target 150 population of readymade garment
industry.
[3] Sampling procedure:
How should the respondent be chosen? To obtain a representative
sample, a probability sample of the population should be drawn.
66
1. Probability:It means that the every member of the population has given an equal chance of
selection of sample. There are three TYPE.
(1) Simple random sample:
Every member of the population has an equal chance of selection.
(2) Stratified random sample:
The population is divided in to mutually exclusive group such as Age,
income and sample are drawn from each group. We get information from
higher, lower and medium income level people and from the people of all
age group.
(3) Cluster sample:
The population is divided into mutually exclusive group such as city block,
and the researcher draws a sample of the group to interview.
2. Non-probability:Non-probability means every member of population has not given equal
chance to select the sample, It has 3 types.
1) Convenience sample: the researcher selects the most accessible
population members. We have used this method for get information.
2) Judgment sample: The researcher selects population members who are
good prospects for accurate information.
3) Quota sample: in the sampling procedure we have use only stratified
random sample and convenience sample.
We have used Non-probability sampling convenience sampling.
67
2.7 Research Problem:- The finding analysis of this project report is based on the survey of
150 people which can be considered as enough sample size to drive
any accurate conclusion. Because to have the sample size of 150 is
not adequate, despite of huge population of Ahmedabad city.
As far as survey part is concerned while collecting primary data
thought questionnaire. Some respondents were not able to give
the right answer of some questions, so we poor response because
they became confused in certain question.
As we are student we are not trained interviewer so quality of the
project may not be as compared to researcher.
68
Chapter 3:-Data analysis
3.1 single tabulation
Gender
69
Frequency Percent Valid Percent Cumulative Percent
Male 104 69.3 69.3 69.3
Female 46 30.7 30.7 100.0
Total 150 100.0 100.0
Interpretation:- The above bar chart shows gender. In which 104 respondent means 69.3% of total respondent are male and, 46 respondent means 30.7% of the total respondent are female.
Age
Frequency Percent Valid Percent Cumulative
Percent
70
11-20 year 55 36.7 36.7 36.7
21-30 years 70 46.7 46.7 83.3
31-40 years 12 8.0 8.0 91.3
41-50 years 7 4.7 4.7 96.0
above 50 years 6 4.0 4.0 100.0
Total 150 100.0 100.0
Interpretation:- The above bar chart shows age.in which 70 respondent
means 46.7% of total respondent’s age between 21-30 years, 55 respondent means 36.7%
of total respondent’s age between 11-20 years, 12 respondent means 8.0% of total
respondent’s age between 31-40 years, 7 respondent means 4.7% of total respondent’s
age between 41-50 years and, 6 respondent means 4.0% of the total respondent’s age
above 50 years.
Status
Frequency Percent Valid Percent Cumulative
Percent
71
single 105 70.0 70.0 70.0
married 45 30.0 30.0 100.0
Total 150 100.0 100.0
Interpretation:- The above bar chart shows marital status.105 respondent
means 70.0% of respondent are single and, 45 respondent means 30.0% of respondent are
married.
Education:-
Frequency Percent Valid Percent Cumulative
Percent
lower then secondary school 4 2.7 2.7 2.7
72
secondary school 27 18.0 18.0 20.7
bachelor degree 85 56.7 56.7 77.3
master degree 21 14.0 14.0 91.3
doctoral degree 9 6.0 6.0 97.3
Other 4 2.7 2.7 100.0
Total 150 100.0 100.0
Interpretation:- The above bar chart shows education.85 respondent means
56.7% of respondent are bachelor degree, 27 respondent means 18.0% of respondent are
secondary school, 21 respondent means 14.0% respondent are master degree, 9
respondent means 6.0% respondent are doctoral degree, 4 respondent means 2.7%
respondent are lower secondary school and, 4respondent means 2.7% respondent are
other education people.
Income
Frequency Percent Valid Percent Cumulative
Percent
73
less than 10000 31 20.7 20.7 20.7
10000 to 20000 27 18.0 18.0 38.7
20000 to 30000 37 24.7 24.7 63.3
30000 to 40000 30 20.0 20.0 83.3
more than 40000 25 16.7 16.7 100.0
Total 150 100.0 100.0
Interpretation:-The above bar chart shows income. 37 respondent means
24.7% of respondent are 20,000 to 30,000 income, 31 respondent means 20.7% of
respondent are less than 10,000 income, 30 respondent means 20.0% of respondent are
30,000 to 40,000 income, 27 respondent means 18.0% of respondent are 10,000 to 20,000
income and, 25 respondent means 16.7% of respondent are more than 40,000 income.
Member
74
Frequency Percent Valid Percent Cumulative
Percent
Valid
less than four 46 30.7 30.7 30.7
four to six 73 48.7 48.7 79.3
more than six 31 20.7 20.7 100.0
Total 150 100.0 100.0
Interpretation:- The above bar chart shows family member.73 respondent
means 47.7% respondent are four to six family member, 46respondent means 30.7%
respondent are less than four family member and, 31 respondent means 20.7% respondent
are more than six family member.
75
Interpretation:- The above bar chart shows purchase readymade garments. 52
respondent means 34.7% of respondent are once in two month purchase readymade
garments, 32 respondent means 21.3% of respondent are once in year purchase
readymade garments, 22respondent means 14.7% of respondent are once in month
purchase readymade garments, 20respondent means 17.3% of respondent are once in
four month purchase readymade garments and, 18 respondent means 12.6% of
respondent are once in six month purchase readymade garments.
76
Purchase
Frequency Percent Valid Percent Cumulative
Percent
Valid
once in month 22 14.7 14.7 14.7
once in two month 52 34.7 34.7 49.3
once in four month 26 17.3 17.3 66.7
once in six month 18 12.0 12.0 78.7
once in a year 32 21.3 21.3 100.0
Total 150 100.0 100.0
Interpretation:- The above bar chart shows readymade garments spend in
money.57 respondent means 38.0% of respondent are 1,000 to 2,000 readymade
garments spend in money, 29 respondent means 19.32% of respondent are less than
1,000 readymade garments spend in money, 28 respondent means 18.7% of respondent
are 2000 to 3,000 readymade garments spend in money, 19 respondent means 12.7% of
respondent are 3000 to 4000 readymade garments spend in money and, 17 respondent
means 11.3% of respondent are more than 4,000 readymade garments spend in money.
77
Money
Frequency Percent Valid Percent Cumulative
Percent
less than 1000 29 19.3 19.3 19.3
1000 to 2000 57 38.0 38.0 57.3
2000 to 3000 28 18.7 18.7 76.0
3000 to 4000 19 12.7 12.7 88.7
more than 4000 17 11.3 11.3 100.0
Total 150 100.0 100.0
Time
Frequency Percent Valid Percent Cumulative
Percent
Valid
less than one hour 33 22.0 22.0 22.0
one to two hours 81 54.0 54.0 76.0
two to three hours 18 12.0 12.0 88.0
three to four hours 18 12.0 12.0 100.0
Total 150 100.0 100.0
Interpretation:- The above bar chart shows spend in shopping mall.81 respondent
means 54.0% of respondent are one to two hours spend in shopping mall, 33
respondent means 22.0% of respondent are less than one hours spend in shopping mall,
18 respondent means 12.0% of respondent are two to three hours spend in shopping
mall, 18 respondent means 12.0% of respondent are three to four hours spend in
shopping mall,
Items
Frequency Percent Valid Percent Cumulative
Percent
one or two 58 38.7 38.7 38.7
three to six 70 46.7 46.7 85.3
78
six to ten 13 8.7 8.7 94.0
more than ten 9 6.0 6.0 100.0
Total 150 100.0 100.0
Interpretation:- The above bar chart shows how many items buy shopping
mall. 70 respondent means 46.7% of respondent are three to six items buy shopping
mall, 58 respondent means 38.7% of respondent are one to two items buy shopping
mall, 13 respondent means 8.7% of respondent are six to ten items buy shopping mall
and, 9 respondent means 6.0% of respondent are more than ten items buy shopping
mall.
Enjoy
Frequency Percent Valid Percent Cumulative
Percent
Valid highly disagree 37 24.7 24.7 24.7
79
somewhat disagree 27 18.0 18.0 42.7
nor agree nor disagree 16 10.7 10.7 53.3
somewhat agree 29 19.3 19.3 72.7
highly agree 41 27.3 27.3 100.0
Total 150 100.0 100.0
Interpretation:- The above bar chart shows enjoy purchasing readymade garments.41
respondent means 27.3% of respondent are highly agree purchasing readymade
garments, 37 respondent means 24.7% of respondent are highly disagree purchasing
readymade garments, 29 respondent means 19.3% of respondent are somewhat agree
purchasing readymade garments, 27respondent means 18% of respondent are
somewhat disagree purchasing readymade garments and, 16 respondent means 10.7%
of respondent are nor agree nor disagree purchasing readymade garments.
80
Interpretation:- The above bar chart shows sales promotion schemes.42
respondent means 28.0% of respondent are highly agree, 33 respondent means 22.0%
of respondent are somewhat disagree,30 respondent means 20.0% of respondent are
somewhat agree, 25 respondent means 16.7% of respondent are nor agree nor disagree
and, 20 respondent means 13.3% of respondent are highly disagree.
81
Scheme
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 20 13.3 13.3 13.3
somewhat disagree 33 22.0 22.0 35.3
nor agree nor disagree 25 16.7 16.7 52.0
somewhat agree 30 20.0 20.0 72.0
highly agree 42 28.0 28.0 100.0
Total 150 100.0 100.0
Compare
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 23 15.3 15.3 15.3
somewhat disagree 23 15.3 15.3 30.7
nor agree nor disagree 36 24.0 24.0 54.7
somewhat agree 38 25.3 25.3 80.0
highly agree 30 20.0 20.0 100.0
Total 150 100.0 100.0
Interpretation:- The above bar chart shows compare prices in readymade
garments. 38 respondent means 25.3% of respondent are somewhat agree, 36
respondent means 24.0% of respondent are nor agree nor disagree, 30 respondent
means 20.0% of respondent are highly agree, 23 respondent means 15.3% of
respondent are highly disagree and, 23 respondent means 15.3% of respondent are
somewhat disagree.
82
Need
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 22 14.7 14.7 14.7
somewhat disagree 15 10.0 10.0 24.7
nor agree nor disagree 40 26.7 26.7 51.3
somewhat agree 32 21.3 21.3 72.7
highly agree 41 27.3 27.3 100.0
Total 150 100.0 100.0
Interpretation:- the above bar chart shows needs in readymade garments. 40
respondent means 26.7% of respondent are nor agree nor disagree, 39 respondent
means 25.6% of respondent are highly agree, 32 respondent means 21.3% of
respondent are somewhat agree, 22 respondent means 14.7% of respondent are highly
disagree and, 15 respondent means 10.0% of respondent are somewhat disagree.
83
Interpretation:- The above bar chart shows readymade garments shopping
mall list. 37 respondent means 24.7% of respondent are highly agree, 36 respondent
means 24.0% of respondent are somewhat agree, 29 respondent means 19.3% of
respondent are highly disagree,26 respondent means 17.3% of respondent are nor
agree nor disagree and, 22 respondent means 14.7% of respondent are somewhat
disagree.
84
List
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 29 19.3 19.3 19.3
somewhat disagree 22 14.7 14.7 34.0
nor agree nor disagree 26 17.3 17.3 51.3
somewhat agree 36 24.0 24.0 75.3
highly agree 37 24.7 24.7 100.0
Total 150 100.0 100.0
Same
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 22 14.7 14.7 14.7
somewhat disagree 18 12.0 12.0 26.7
nor agree nor disagree 43 28.7 28.7 55.3
somewhat agree 34 22.7 22.7 78.0
highly agree 33 22.0 22.0 100.0
Total 150 100.0 100.0
Interpretation:- the above bar charts shows readymade garments purchase
same shopping mall. 43 respondent means 28.7% of respondent are nor agree nor
disagree, 34 respondent means 22.7% of respondent are somewhat agree, 33
respondent means 22.0% of respondent are highly agree, 22 respondent means 14.7%
of respondent are highly disagree and, 18 respondent means 12.0% of respondent are
somewhat disagree.
85
Style
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 27 18.0 18.0 18.0
somewhat disagree 16 10.7 10.7 28.7
nor agree nor disagree 27 18.0 18.0 46.7
somewhat agree 29 19.3 19.3 66.0
highly agree 51 34.0 34.0 100.0
Total 150 100.0 100.0
Interpretation:- The above bar chart shows styles and types of readymade
garments.51 respondent means 34.0% of respondent are highly agree, 29 respondent
means 19.3% of respondent are somewhat agree, 27 respondent means 18.0% of
respondent are highly disagree, 27 respondent means 18.0% of respondent are nor
agree nor disagree and, 16 respondent means 10.7% of respondent are somewhat
disagree.
86
Interpretation:- The above bar chart shows those readymade garments
which are recommended by my friends / relatives. 43 respondent means 28.7% of
respondent are nor agree nor disagree, 39 respondent means 26.0% of respondent are
somewhat agree, 37respondent means 24.7% of respondent are highly agree, 16
respondent means 10.7% of respondent are somewhat disagree and, .15 respondent
means 10.0% of respondent are highly disagree.
87
Relative
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 15 10.0 10.0 10.0
somewhat disagree 16 10.7 10.7 20.7
nor agree nor disagree 43 28.7 28.7 49.3
somewhat agree 39 26.0 26.0 75.3
highly agree 37 24.7 24.7 100.0
Total 150 100.0 100.0
Pay
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 39 26.0 26.0 26.0
somewhat disagree 14 9.3 9.3 35.3
nor agree nor disagree 21 14.0 14.0 49.3
somewhat agree 26 17.3 17.3 66.7
highly agree 50 33.3 33.3 100.0
Total 150 100.0 100.0
Interpretation:- The above bar chart shows pay more for quality readymade garments.
50 respondent means 33.3% of respondent are highly agree, 39 respondent means
26.0% of respondent are highly disagree, 26respondent means 17.3% of respondent are
somewhat agree, 21 respondent means 14.0% of respondent are nor agree nor disagree
and, 14 respondent means 9.3% of respondent are somewhat disagree.
88
Other
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 37 24.7 24.7 24.7
somewhat disagree 29 19.3 19.3 44.0
nor agree nor disagree 13 8.7 8.7 52.7
somewhat agree 27 18.0 18.0 70.7
highly agree 44 29.3 29.3 100.0
Total 150 100.0 100.0
Interpretation:- The bar chart shows the type of search for other store. 44
respondent means 29.3% of respondent are highly agree,37 respondent means 24.7% of
respondent are highly disagree ,29 respondent means 19.3% of respondent are somewhat
disagree, 27 respondent means 18.0% of respondent are somewhat agree and,13
respondent means 8.7% of respondent are nor agree nor disagree.
89
Interpretation:- The bar chart shows the type of lowest price garment. 34
respondent means 22.7% of respondent are nor agree nor disagree,33 respondent means
22.0% of respondent are somewhat disagree ,32 respondent means 21.3% of respondent
are somewhat agree, 32 respondent means 21.3% of respondent are highly agree and,19
respondent means 12.7% of respondent are highly disagree.
90
Price
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 19 12.7 12.7 12.7
somewhat disagree 33 22.0 22.0 34.7
nor agree nor disagree 34 22.7 22.7 57.3
somewhat agree 32 21.3 21.3 78.7
highly agree 32 21.3 21.3 100.0
Total 150 100.0 100.0
Offer
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 21 14.0 14.0 14.0
somewhat disagree 14 9.3 9.3 23.3
nor agree nor disagree 43 28.7 28.7 52.0
somewhat agree 33 22.0 22.0 74.0
highly agree 39 26.0 26.0 100.0
Total 150 100.0 100.0
Interpretation:- The bar chart shows the type of offer with a sales
promotion scheme. 43 respondent means 28.7% of respondent are nor agree nor
disagree,39 respondent means 26.0% of respondent are highly agree ,33 respondent
means 22.0% of respondent are somewhat agree, 21 respondent means 14.0% of
respondent are highly disagree and,14 respondent means 9.3% of respondent are
somewhat disagree.
91
Interpretation:- The bar chart shows the type of better quality. 54
respondent means 36.0% of respondent are highly agree,42 respondent means 28.0% of
respondent are somewhat agree ,29 respondent means 19.3% of respondent are nor agree
nor disagree, 22 respondent means 14.7% of respondent are highly disagree and,3
respondent means 2.0% of respondent are somewhat disagree.
92
Quality
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 22 14.7 14.7 14.7
somewhat disagree 3 2.0 2.0 16.7
nor agree nor disagree 29 19.3 19.3 36.0
somewhat agree 42 28.0 28.0 64.0
highly agree 54 36.0 36.0 100.0
Total 150 100.0 100.0
Interpretation:- The bar chart shows the type of sale promotion. 50
respondent means 33.3% of respondent are highly agree,40 respondent means 26.7% of
respondent are somewhat agree ,28 respondent means 18.7% of respondent are nor agree
nor disagree, 17 respondent means 11.3% of respondent are highly disagree and,15
respondent means 10.0% of respondent are somewhat disagree.
93
Promo
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 17 11.3 11.3 11.3
somewhat disagree 15 10.0 10.0 21.3
nor agree nor disagree 28 18.7 18.7 40.0
somewhat agree 40 26.7 26.7 66.7
highly agree 50 33.3 33.3 100.0
Total 150 100.0 100.0
Interpretation:- The bar chart shows the type of deliberate thinking is
necessary. 46 respondent means 30.7% of respondent are somewhat agree,40 respondent
means 26.7% of respondent are nor agree nor disagree ,36 respondent means 24.0% of
respondent are highly agree, 16 respondent means 10.7% of respondent are somewhat
disagree and,12 respondent means 8.0% of respondent are highly disagree.
94
Delib
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 12 8.0 8.0 8.0
somewhat disagree 16 10.7 10.7 18.7
nor agree nor disagree 40 26.7 26.7 45.3
somewhat agree 46 30.7 30.7 76.0
highly agree 36 24.0 24.0 100.0
Total 150 100.0 100.0
Interpretation:- The bar chart shows the type of disprove choice of bother.
36 respondent means 24.0% of respondent are somewhat agree,36 respondent means
24.0% of respondent are highly agree ,35 respondent means 23.3% of respondent are nor
agree nor disagree, 25 respondent means 16.7% of respondent are somewhat disagree
and,18 respondent means 12.0% of respondent are highly disagree.
95
Bother
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 18 12.0 12.0 12.0
somewhat disagree 25 16.7 16.7 28.7
nor agree nor disagree 35 23.3 23.3 52.0
somewhat agree 36 24.0 24.0 76.0
highly agree 36 24.0 24.0 100.0
Total 150 100.0 100.0
Interpretation:- The bar chart shows the type of immediate use. 39
respondent means 26.0% of respondent are somewhat agree,38 respondent means 25.3%
of respondent are highly agree ,32 respondent means 21.3% of respondent are nor agree
nor disagree, 24 respondent means 16.0% of respondent are highly disagree and,17
respondent means 11.3% of respondent are somewhat disagree.
96
Immediate
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 24 16.0 16.0 16.0
somewhat disagree 17 11.3 11.3 27.3
nor agree nor disagree 32 21.3 21.3 48.7
somewhat agree 39 26.0 26.0 74.7
highly agree 38 25.3 25.3 100.0
Total 150 100.0 100.0
Interpretation:- The bar chart shows the type of readymade garment. 41
respondent means 27.3% of respondent are highly agree,32 respondent means 21.3% of
respondent are somewhat agree ,31 respondent means 20.7% of respondent are nor agree
nor disagree, 24 respondent means 16.0% of respondent are somewhat disagree and, 22
respondent means 14.7% of respondent are highly disagree.
97
Type
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 22 14.7 14.7 14.7
somewhat disagree 24 16.0 16.0 30.7
nor agree nor disagree 31 20.7 20.7 51.3
somewhat agree 32 21.3 21.3 72.7
highly agree 41 27.3 27.3 100.0
Total 150 100.0 100.0
Interpretation:- The bar chart shows the enjoyable activity. 46 respondent
means 30.7% of respondent are highly agree,42 respondent means 28.0% of respondent
are highly disagree ,22 respondent means 14.7% of respondent are somewhat agree, 22
respondent means 14.7% of respondent are nor agree nor disagree and,18 respondent
means 12.0% of respondent are somewhat disagree.
98
Activity
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 42 28.0 28.0 28.0
somewhat disagree 18 12.0 12.0 40.0
nor agree nor disagree 22 14.7 14.7 54.7
somewhat agree 22 14.7 14.7 69.3
highly agree 46 30.7 30.7 100.0
Total 150 100.0 100.0
Interpretation:- The bar chart shows the limit of purchase them. 37
respondent means 24.7% of respondent are highly agree,36 respondent means 24.0% of
respondent are somewhat disagree ,32 respondent means 21.3% of respondent are
somewhat agree, 24 respondent means 16.0% of respondent are highly disagree and, 21
respondent means 14.0% of respondent are nor agree nor disagree.
99
Limit
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 24 16.0 16.0 16.0
somewhat disagree 36 24.0 24.0 40.0
nor agree nor disagree 21 14.0 14.0 54.0
somewhat agree 32 21.3 21.3 75.3
highly agree 37 24.7 24.7 100.0
Total 150 100.0 100.0
Interpretation:- The bar chart shows the branded readymade garment. 43
respondent means 28.7% of respondent are highly agree,29 respondent means 19.3% of
respondent are somewhat agree ,29 respondent means 19.3% of respondent are somewhat
disagree, 26 respondent means 17.3% of respondent are highly disagree and, 23
respondent means 15.3% of respondent are somewhat disagree.
100
Branded
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 26 17.3 17.3 17.3
somewhat disagree 29 19.3 19.3 36.7
nor agree nor disagree 23 15.3 15.3 52.0
somewhat agree 29 19.3 19.3 71.3
highly agree 43 28.7 28.7 100.0
Total 150 100.0 100.0
Interpretation:- The bar chart shows the increasing quantity. 42 respondent
means 28.0% of respondent are somewhat agree,40 respondent means 26.7% of
respondent are highly agree ,28 respondent means 18.7% of respondent are nor agree nor
disagree, 22 respondent means 14.7% of respondent are highly disagree and, 18
respondent means 12.0% of respondent are somewhat disagree.
101
Quantity
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 22 14.7 14.7 14.7
somewhat disagree 18 12.0 12.0 26.7
nor agree nor disagree 28 18.7 18.7 45.3
somewhat agree 42 28.0 28.0 73.3
highly agree 40 26.7 26.7 100.0
Total 150 100.0 100.0
Interpretation:- The bar chart shows the buy readymade garment without
much careful. 37 respondent means 24.7% of respondent are highly agree, 37 respondent
means 24.7% of respondent are somewhat agree ,37 respondent means 24.7% of
respondent are nor agree nor disagree, 24 respondent means 16.0% of respondent are
somewhat disagree and, 15 respondent means 10.0% of respondent are highly agree.
102
Careful
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 15 10.0 10.0 10.0
somewhat disagree 24 16.0 16.0 26.0
nor agree nor disagree 37 24.7 24.7 50.7
somewhat agree 37 24.7 24.7 75.3
highly agree 37 24.7 24.7 100.0
Total 150 100.0 100.0
Value
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 21 14.0 14.0 14.0
somewhat disagree 21 14.0 14.0 28.0
nor agree nor disagree 34 22.7 22.7 50.7
somewhat agree 30 20.0 20.0 70.7
highly agree 44 29.3 29.3 100.0
Total 150 100.0 100.0
Interpretation:- The bar chart shows the value of the money. 44 respondent
means 29.3% of respondent are highly agree, 34 respondent means 22.7% of respondent
are nor agree nor disagree ,30 respondent means 20.0% of respondent are somewhat
agree, 21 respondent means 14.0% of respondent are somewhat disagree and, 21
respondent means 14.0% of respondent are highly disagree
103
Interpretation:-The bar chart shows the wastes time in readymade. 41
respondent means 27.3% of respondent are highly agree, 34 respondent means 22.7% of
respondent are somewhat disagree,30 respondent means 20.0% of respondent are
somewhat agree, 23 respondent means 15.3% of respondent are somewhat disagree and,
22 respondent means 14.7% of respondent are highly disagree.
104
Wastes
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 22 14.7 14.7 14.7
somewhat disagree 23 15.3 15.3 30.0
nor agree nor disagree 34 22.7 22.7 52.7
somewhat agree 30 20.0 20.0 72.7
highly agree 41 27.3 27.3 100.0
Total 150 100.0 100.0
Interpretation:- The bar chart shows the advice from friends. 41
respondent means 27.3% of respondent are nor agree nor disagree, 36 respondent means
24.0% of respondent are somewhat agree,35 respondent means 23.3% of respondent are
highly agree,22 respondent means 14.7% of respondent are somewhat disagree and, 16
respondent means 10.7% of respondent are highly disagree.
105
Advice
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 16 10.7 10.7 10.7
somewhat disagree 22 14.7 14.7 25.3
nor agree nor disagree 41 27.3 27.3 52.7
somewhat agree 36 24.0 24.0 76.7
highly agree 35 23.3 23.3 100.0
Total 150 100.0 100.0
Interpretation:- The bar chart shows the Wait of readymade garment. 49 respondent
means 32.7% of respondent are highly agree, 28 respondent means 18.7% of respondent
are somewhat agree, 27 respondent means 18.0% of respondent are highly disagree, 26
respondent means 17.3% of respondent are nor agree nor disagree and, 20 respondent
means 13.3% of respondent are somewhat disagree.
106
Wait
Frequency Percent Valid Percent Cumulative
Percent
Valid
highly disagree 27 18.0 18.0 18.0
somewhat disagree 20 13.3 13.3 31.3
nor agree nor disagree 26 17.3 17.3 48.7
somewhat agree 28 18.7 18.7 67.3
highly agree 49 32.7 32.7 100.0
Total 150 100.0 100.0
3.2 cross tabulation INCOME
Income * Money Cross tabulation
Count
Money Total
less than 1000 1000 to 2000 2000 to 3000 3000 to 4000 more than 4000
Income
less than 10000 7 14 6 2 2 31
10000 to 20000 6 13 3 4 1 27
20000 to 30000 8 14 9 3 3 37
30000 to 40000 7 8 5 6 4 30
more than 40000 1 8 5 4 7 25
Total 29 57 28 19 17 150
107
Interpretation:- In the above bar chart shows the people how many spend on readymade garment. 8
people income have a 20000-30000 and they spend less than 1000 behind the
readymade garment, 1 people income have a more than 40000 and they spend less than
1000 behind readymade garment.
14 people income have a 20000-30000 and they spend 1000-20000 behind readymade
garment, 8 people income have a more than 40000 and they spend 1000-2000 behind
readymade garment.
9 people income have a 20000-30000 and they spend 2000-3000 behind readymade
garment, 3 people income have a 10000-20000 and they spend 2000-3000 behind
readymade garment.
6 people income have a 30000-40000 and they spend 3000-4000 behind readymade
garment, 2 people income have a less than10000 and they spend 3000-4000 behind
readymade garment.
7 people income have a more than40000 and they spend more than 4000 behind
readymade garment, 1 people income have a 10000-20000 and they spend more than
4000 behind readymade garment.
108
109
Income * Purchase Cross tabulation
Count
Purchase Total
once in month once in two
month
once in four
month
once in six month once in a year
Income
less than 10000 3 10 5 5 8 31
10000 to 20000 1 8 8 6 4 27
20000 to 30000 5 20 5 0 7 37
30000 to 40000 8 6 3 4 9 30
more than 40000 5 8 5 3 4 25
Total 22 52 26 18 32 150
Interpretation:- In the above bar chart shows the purchase readymade garment in shopping mall. 8
people income have a 30000-40000 and they purchase readymade garment in shopping
mall once in month, 1 people income have a 10000-20000 and they purchase
readymade garment in shopping mall once in month.
20 people income have a 20000-30000 and they purchase readymade garment in
shopping mall once in two month, 6 people income have a 30000-40000 and they
purchase readymade garment in shopping mall once in two month.
110
8 people income have a 10000-20000 and they purchase readymade garment in
shopping mall once in four month, 3 people income have a 30000-40000 and they
purchase readymade garment in shopping mall once in four month.
6 people income have a 10000-20000 and they purchase readymade garment in
shopping mall once in six month, 0 people income have a 20000-30000 and they
purchase readymade garment in shopping mall once in six month.
9 people income have a 30000-40000 and they purchase readymade garment in
shopping mall once in a year, 4 people income have a 10000-20000 and they purchase
readymade garment in shopping mall once in a year.
Income * Time Cross tabulation
Count
Time Total
less than one
hour
one to two hours two to three
hours
three to four
hours
Income
less than 10000 6 19 3 3 31
10000 to 20000 8 13 4 2 27
20000 to 30000 5 24 3 5 37
30000 to 40000 6 15 5 4 30
more than 40000 8 10 3 4 25
Total 33 81 18 18 150
111
Interpretation:- In the above bar chart shows the how much time spend in shopping mall. 8 people
income have a more than 40000 and they spend less than one hour, 5 people income
have a 20000-30000 and they spend less than one hour.
24 people income have a 20000-30000 and they spend less than one to two hour, 10
people income have a more than 40000 and they spend less than one to two hour.
112
5 people income have a 30000-40000 and they spend less than two to three hour, 3
people income have a more than 40000 and they spend less than two to three hour.
5 people income have a 20000-30000 and they spend less than three to four hour, 2
people income have a 10000-20000 and they spend less than three to four hour.
Income * Items Cross tabulation
Count
Items Total
one or two three to six six to ten more than ten
Income less than 10000 11 18 0 2 31
10000 to 20000 15 11 0 1 27
20000 to 30000 15 16 4 2 37
30000 to 40000 9 15 4 2 30
113
more than 40000 8 10 5 2 25
Total 58 70 13 9 150
Interpretation:- In the above bar chart shows the how many item buy from mall. 15 people income have
a 20000-30000 and they purchase one or two item, 8 people income have a more than
40000 and they purchase one or two item.
18 people income have a less than 10000 and they purchase three to six item, 10 people
income have a more than 40000 and they purchase three to six item.114
5 people income have a more than 40000 and they purchase six to ten item, 0 people
income have a 10000-20000 and they purchase six to ten item.
2 people income have a less than 10000 and they purchase more than ten item, 1 people
income have a 10000-20000 and they purchase more than ten item.
115
116
Income * Scheme Cross tabulation
Count
Scheme Total
highly disagree somewhat
disagree
nor agree nor
disagree
somewhat agree highly agree
Income
less than 10000 6 3 5 6 11 31
10000 to 20000 3 10 1 8 5 27
20000 to 30000 5 9 5 7 11 37
30000 to 40000 3 7 8 3 9 30
more than 40000 3 4 6 6 6 25
Total 20 33 25 30 42 150
Interpretation:- In the above bar chart shows buy the readymade garment offering same sales promotion
scheme. 6 people income have a less than 10000 and they highly disagree to buy
readymade garment offering same sales promotion scheme, 3 people income have a
more than 40000 and they highly disagree to buy readymade garment offering same
sales promotion scheme.
10 people income have a 10000-20000 and they somewhat disagree to buy readymade
garment offering same sales promotion scheme, 3 people income have a less than 10000
and they somewhat disagree to buy readymade garment offering same sales promotion
scheme.
8 people income have a 30000-40000 and they nor agree nor disagree to buy readymade
garment offering same sales promotion scheme, 1 people income have a 10000-20000
and they nor agree nor disagree to buy readymade garment offering same sales
promotion scheme.
8 people income have a 10000-20000 and they somewhat agree to buy readymade
garment offering same sales promotion scheme, 3 people income have a 30000-40000
and they somewhat agree to buy readymade garment offering same sales promotion
scheme.
11 people income have a less than 10000 and they highly agree to buy readymade
garment offering same sales promotion scheme, 5 people income have a 10000-20000
and they highly agree to buy readymade garment offering same sales promotion
scheme.
117
118
Income * Compare Cross tabulation
Count
Compare Total
highly disagree somewhat
disagree
nor agree nor
disagree
somewhat agree highly agree
Income
less than 10000 4 7 8 6 6 31
10000 to 20000 6 4 9 6 2 27
20000 to 30000 5 2 10 11 9 37
30000 to 40000 6 7 6 6 5 30
more than 40000 2 3 3 9 8 25
Total 23 23 36 38 30 150
Interpretation:- In the above bar chart shows the compare pricing before purchase readymade garment.
6 people income have a 10000-20000 and they highly disagree to compare pricing, 2
people income have a more than 40000 and they highly disagree to compare pricing.
7 people income have a 30000-40000 and they somewhat disagree to compare pricing,
2 people income have a 20000-30000 and they somewhat disagree to compare pricing.
10 people income have a 20000-30000 and they nor agree nor disagree to compare
pricing, 3 people income have a more than 40000 and they nor agree nor disagree to
compare pricing.
11 people income have a 20000-30000 and they somewhat agree to compare pricing, 6
people income have a less than 10000 and they somewhat agree to compare pricing.
9 people income have a 20000-30000 and they highly agree to compare pricing, 2
people income have a 10000-20000 and they highly agree to compare pricing.
119
120
Income * Price Cross tabulation
Count
Price Total
highly disagree somewhat
disagree
nor agree nor
disagree
somewhat agree highly agree
Income
less than 10000 2 7 9 6 7 31
10000 to 20000 5 7 6 5 4 27
20000 to 30000 5 6 8 9 9 37
30000 to 40000 3 8 4 9 6 30
more than 40000 4 5 7 3 6 25
Total 19 33 34 32 32 150
Interpretation:- In the above bar chart shows the lowest price in readymade garment in shopping mall.5
people income have 10000-20000 and the lowest price in readymade garment of
shopping mall highly disagree, 2 people income have less than 10000 and the lowest
price in readymade garment of shopping mall highly disagree.
8 people income have 30000-40000 and the lowest price in readymade garment of
shopping mall somewhat disagree, 5 people income have more than 40000 and the
lowest price in readymade garment of shopping mall somewhat disagree.
9 people income have less than 10000 and the lowest price in readymade garment of
shopping mall nor agree nor disagree, 4 people income have 30000-40000 and the
lowest price in readymade garment of shopping mall nor agree nor disagree.
9 people income have 20000-30000 and the lowest price in readymade garment of
shopping mall somewhat agree, 3 people income have more than 40000 and the lowest
price in readymade garment of shopping mall somewhat agree.
9 people income have 20000-30000 and the lowest price in readymade garment of
shopping mall highly agree, 4 people income have 10000-20000 and the lowest price in
readymade garment of shopping mall highly agree.
121
Income * Branded Cross tabulation
Count
Branded Total
highly disagree somewhat
disagree
nor agree nor
disagree
somewhat agree highly agree
Income
less than 10000 7 5 5 6 8 31
10000 to 20000 5 3 4 8 7 27
20000 to 30000 3 9 7 7 11 37
30000 to 40000 5 8 3 6 8 30
more than 40000 6 4 4 2 9 25
Total 26 29 23 29 43 150
122
Interpretation:- In the above bar chart shows the always purchase branded readymade garment in
shopping mall.7 people income have less than 10000 and they always purchase branded
readymade garment of shopping mall highly disagree, 3 people income have 20000-
30000 and they always purchase branded readymade garment of shopping mall highly
disagree.
9 people income have 20000-30000 and they always purchase branded readymade
garment of shopping mall somewhat disagree, 3 people income have 10000-20000 and
they always purchase branded readymade garment of shopping mall somewhat
disagree.
7 people income have 20000-30000 and they always purchase branded readymade
garment of shopping mall nor agree nor disagree, 3 people income have 30000-40000
and they always purchase branded readymade garment of shopping mall nor agree nor
disagree.
8 people income have 10000-20000 and they always purchase branded readymade
garment of shopping mall somewhat agree, 2 people income have more than 40000 and
they always purchase branded readymade garment of shopping mall somewhat agree.
11 people income have 20000-30000 and they always purchase branded readymade
garment of shopping mall highly agree,7 people income have 10000-20000 and they
always purchase branded readymade garment of shopping mall highly agree.
123
124
Income * Wait Cross tabulation
Count
Wait Total
highly disagree somewhat
disagree
nor agree nor
disagree
somewhat agree highly agree
Income
less than 10000 6 3 5 4 13 31
10000 to 20000 8 4 5 6 4 27
20000 to 30000 6 4 8 8 11 37
30000 to 40000 5 4 3 7 11 30
more than 40000 2 5 5 3 10 25
Total 27 20 26 28 49 150
Interpretation:- In the above bar chart shows wait until a readymade garment in shopping mall.8 people
income have 10000-20000 and they wait in readymade garment of shopping mall highly
disagree, 2 people income have more than 40000 and they wait in readymade garment
of shopping mall highly disagree.
5 people income have more than 40000 and they wait in readymade garment of
shopping mall somewhat disagree, 3 people income have less than 10000 and they wait
in readymade garment of shopping mall somewhat disagree.
125
8 people income have 20000-30000 and they wait in readymade garment of shopping
mall nor agree nor disagree, 3 people income have 30000-40000 and they wait in
readymade garment of shopping mall nor agree nor disagree.
8 people income have 20000-30000 and they wait in readymade garment of shopping
mall somewhat agree, 3 people income have more than 40000 and they wait in
readymade garment of shopping mall somewhat agree,
13 people income have less than 10000 and they wait in readymade garment of
shopping mall highly agree, 4 people income have 10000-20000 and they wait in
readymade garment of shopping mall highly agree.
Gender
Gender * Money Cross tabulation
Count
Money Total
less than 1000 1000 to 2000 2000 to 3000 3000 to 4000 more than 4000
Gendermale 26 37 21 11 9 104
female 3 20 7 8 8 46
Total 29 57 28 19 17 150
126
Interpretation: n the above bar chart shows the gender how many spend on readymade garment. 26
male they spend less than 1000 behind the readymade garment, 3 female they spend
less than 1000 behind the readymade garment.
127
37 male they spend1000-2000 behind the readymade garment, 20 female they spend
1000-2000 behind the readymade garment.
21male they spend 2000-3000 behind the readymade garment, 7 female they spend
2000-3000 behind the readymade garment.
11 male they spend 3000-4000 behind the readymade garment, 8 female they spend
3000-4000 behind the readymade garment.
9 male they spend more than 4000 behind the readymade garment, 8 female they spend
more than 4000 behind the readymade garment.
Gender * Purchase Cross tabulation
Count
128
Purchase Total
once in month once in two
month
once in four
month
once in six
month
once in a year
Gendermale 15 35 20 15 19 104
female 7 17 6 3 13 46
Total 22 52 26 18 32 150
Interpretation: In the above bar chart shows the gender how many time purchase readymade garment.
15 male they purchase readymade garment once in month, 7 female they purchase
readymade garment once in month.
129
35 male they purchase readymade garment once in two month, 17 female they purchase
readymade garment once in two month.
20 male they purchase readymade garment once in four month, 6 female they purchase
readymade garment once in four month.
15 male they purchase readymade garment once in six month, 3 female they purchase
readymade garment once in six month.
19 male they purchase readymade garment once in year, 13 female they purchase
readymade garment once in year.
130
Gender * Time Cross tabulation
Count
Time Total
less than one
hour
one to two hours two to three
hours
three to four
hours
Gendermale 27 55 13 9 104
female 6 26 5 9 46
Total 33 81 18 18 150
131
Interpretation: In the above bar chart shows the gender how much time spend in shopping mall. 27
male and they spend less than one hour in shopping mall, 6 female and they spend less
than one hour in shopping mall.
55 male and they spend one to two hour in shopping mall, 26 female and they spend
one to two hour in shopping mall.
13 male and they spend two to three hour in shopping mall, 5 female and they spend
two to three hour in shopping mall.
9 male and they spend three to four hour in shopping mall, 9 female and they spend
three to four hour in shopping mall.
132
Gender * Items Cross tabulation
Count
Items Total
one or two three to six six to ten more than ten
GenderMale 49 44 7 4 104
female 9 26 6 5 46
Total 58 70 13 9 150
133
Interpretation: In the above bar chart shows the gender how many item buying garment from mall. 49
male and they buying one or two item from to shopping mall, 9 female and they buying
one or two item from to shopping mall.
44 male and they buying three to six item from to shopping mall, 26 female and they
buying three to six item from to shopping mall.
7 male and they buying six to ten item from to shopping mall, 6 female and they buying
six to ten item from to shopping mall.
5 female and they buying more than ten item from to shopping mall, 4 male and they
buying more than ten item from to shopping mall.
134
Gender * Scheme Cross tabulation
Count
Scheme Total
highly disagree somewhat
disagree
nor agree nor
disagree
somewhat agree highly agree
Gendermale 19 23 16 20 26 104
female 1 10 9 10 16 46
Total 20 33 25 30 42 150
135
Interpretation: In the above bar chart shows the gender buy readymade garments offering some sales
promotion scheme. 19 male and they are highly disagree to buy readymade garment
offering some sales promotion scheme, 1 female and they are highly disagree to buy
readymade garment offering some sales promotion scheme.
23 male and they are somewhat disagree to buy readymade garment offering some sales
promotion scheme, 10 female and they are somewhat disagree to buy readymade
garment offering some sales promotion scheme.
16 male and they are nor agree nor disagree to buy readymade garment offering some
sales promotion scheme, 9 female and they are nor agree nor disagree to buy readymade
garment offering some sales promotion scheme.
20 male and they are somewhat agree to buy readymade garment offering some sales
promotion scheme, 10 female and they are somewhat agree to buy readymade garment
offering some sales promotion scheme.
26 male and they are highly agree to buy readymade garment offering some sales
promotion scheme, 16 female and they are highly agree to buy readymade garment
offering some sales promotion scheme.
136
Gender * Compare Cross tabulation
Count
Compare Total
highly disagree somewhat
disagree
nor agree nor
disagree
somewhat agree highly agree
Gendermale 18 17 26 23 20 104
female 5 6 10 15 10 46
Total 23 23 36 38 30 150
137
Interpretation: In the above bar chart shows the gender don’t compare price before purchasing
readymade garment. 18 male and they are highly disagree to don’t compare price
before purchasing readymade garment, 5 female and they are highly disagree to don’t
compare price before purchasing readymade garment.
17 male and they are somewhat disagree to don’t compare price before purchasing
readymade garment, 6 female and they are somewhat disagree to don’t compare price
before purchasing readymade garment.
26 male and they are nor agree nor disagree to don’t compare price before purchasing
readymade garment, 10 female and they are nor agree or nor disagree to don’t compare
price before purchasing readymade garment.
23 male and they are somewhat agree to don’t compare price before purchasing
readymade garment, 15 female and they are somewhat agree to don’t compare price
before purchasing readymade garment.
20 male and they are highly agree to don’t compare price before purchasing readymade
garment, 10 female and they are highly agree to don’t compare price before purchasing
readymade garment.
138
Gender * Price Cross tabulation
Count
Price Total
highly disagree somewhat
disagree
nor agree nor
disagree
somewhat agree highly agree
Gendermale 17 22 25 20 20 104
female 2 11 9 12 12 46
Total 19 33 34 32 32 150
139
Interpretation: In the above bar chart shows the gender are important to buy the lowest priced
garment. 17 male and they are highly disagree to buy lowest price garment, 2 female
and they are highly disagree to buy lowest price garment.
22 male and they are somewhat disagree to buy lowest price garment, 11 female and
they are somewhat disagree to buy lowest price garment.
140
25 male and they are nor agree nor disagree to buy lowest price garment, 9 female and
they are nor agree nor disagree to buy lowest price garment.
20 male and they are somewhat agree to buy lowest price garment, 12 female and they
are somewhat agree to buy lowest price garment.
20 male and they are highly agree to buy lowest price garment, 12 female and they are
highly agree to buy lowest price garment.
Gender * Branded Cross tabulation
Count
Branded Total
highly disagree somewhat
disagree
nor agree nor
disagree
somewhat agree highly agree
Gender male 23 17 17 21 26 104
141
female 3 12 6 8 17 46
Total 26 29 23 29 43 150
Interpretation: In the above bar chart shows the gender always purchase branded readymade garment.
23 male and they are highly disagree to buy branded readymade garment, 3 male and
they are highly disagree to buy branded readymade garment.
17 male and they are somewhat disagree to buy branded readymade garment, 6 female
and they are somewhat disagree to buy branded readymade garment.
142
17 male and they are nor agree nor disagree to buy branded readymade garment, 6
female and they are nor agree nor disagree to buy branded readymade garment.
21 male and they are somewhat agree to buy branded readymade garment, 8 male and
they are somewhat agree to buy branded readymade garment.
26 male and they are highly agree to buy branded readymade garment, 17 female and
they are highly agree to buy branded readymade garment.
Gender * Wait Cross tabulation
Count
Wait Total
highly disagree somewhat
disagree
nor agree nor
disagree
somewhat agree highly agree
Gendermale 24 13 18 20 29 104
female 3 7 8 8 20 46
Total 27 20 26 28 49 150
143
Interpretation: In the above bar chart shows the gender wait until a readymade garment is on sales
before purchasing it. 24 male and they are highly disagree to wait until a readymade
garment is on sale before purchasing it, 3 female and they are highly disagree to wait
until a readymade garment is on sale before purchasing it.
144
13 male and they are somewhat disagree to wait until a readymade garment is on sale
before purchasing it, 7 female and they are somewhat disagree to wait until a
readymade garment is on sale before purchasing it.
18 male and they are nor agree nor disagree to wait until a readymade garment is on
sale before purchasing it, 8 female and they are nor agree nor disagree to wait until a
readymade garment is on sale before purchasing it.
20 male and they are somewhat agree to wait until a readymade garment is on sale
before purchasing it, 8 female and they are somewhat agree to wait until a readymade
garment is on sale before purchasing it.
29 male and they are highly agree to wait until a readymade garment is on sale before
purchasing it, 20 female and they are highly agree to wait until a readymade garment is
on sale before purchasing it.
Age
Age * Money Cross tabulation
Count
Money Total
145
less than 1000 1000 to 2000 2000 to 3000 3000 to 4000 more than 4000
Age
11-20 year 12 27 6 6 4 55
21-30 years 14 23 15 10 8 70
31-40 years 1 3 4 2 2 12
41-50 years 1 2 1 0 3 7
above 50 years 1 2 2 1 0 6
Total 29 57 28 19 17 150
Interpretation:-146
In the above bar chart shows which age person how many spend behind readymade
garment. 21 to 30 years age people has spent money less than 1000, above 50 years age
people has spent money less than 1000,
11 to 20 years age people has spent money between 1000 to 2000, 41 to 50 years age
people has spent money between 1000 to 2000
21 to 30 years age people has spent money between 2000 to 3000, 41 to 50 years age
people has spent money between 2000 to 3000
21 to 30 years age people has spent money between 3000 to 4000, 41 to 50 years age
people has spent money between 3000 to 4000
21 to 30 years age people has spent money more than 4000, above 50 years age people
has spent money more than 4000
147
Age * Purchase Cross tabulation
Count
Purchase Total
once in month once in two
month
once in four
month
once in six
month
once in a year
Age
11-20 year 9 21 14 4 7 55
21-30 years 12 24 6 11 17 70
31-40 years 1 5 2 1 3 12
41-50 years 0 1 2 1 3 7
above 50 years 0 1 2 1 2 6
Total 22 52 26 18 32 150
148
Interpretation:- In the above bar chart shows the which age person purchase readymade garment. 21 to
30 years age 12 people has purchase readymade garment once time in month, above 50
years age 0 people has purchase readymade garment once time in month,
21 to 30 years age 24 people has purchase readymade garment once in two month.
More than 50years age 1people has purchase readymade garment once in two month.
11 to 20 years age 14 people has purchase readymade garment once in four month,
above 50 years age 2 people has purchase readymade garment once in four month.
21 to 30 years age 11 people has purchase readymade garment once in six month, above
50 years age 1 people has purchase readymade garment once in six month.
21 to 30 years age 17 people has purchase readymade garment once in year, above 50
years age 2 people has purchase readymade garment once in six month.
149
Age * Time Cross tabulation
Count
Time Total
less than one
hour
one to two hours teo to three
hours
three to four
hours
Age
11-20 year 9 36 6 4 55
21-30 years 20 29 10 11 70
31-40 years 3 6 2 1 12
41-50 years 1 5 0 1 7
above 50 years 0 5 0 1 6
Total 33 81 18 18 150
150
Interpretation:-
In the above bar chart shows which age person how many spend time in readymade
garment. 21 to 30 years age 20 people has spent time readymade garment less than
one hour, above 50 years age 0 people has spent time readymade garment less than
one hour.
11 to 20 years age 36 people has spent time readymade garment one to two hour,
above years age 5 people has spent time readymade garment one to two hour.
21 to 30 years age 10 people has spent time readymade garment two to three hour,
above years age 0 people has spent time readymade garment two to three hour.
21 to 30 years age 11 people has spent time readymade garment three to four hour,
above years age 1 people has spent time readymade garment three to four hour.
151
Age * Items Cross tabulation
Count
Items Total
one or two three to six six to ten more than ten
Age
11-20 year 26 24 3 2 55
21-30 years 23 32 10 5 70
31-40 years 4 7 0 1 12
41-50 years 2 4 0 1 7
above 50 years 3 3 0 0 6
Total 58 70 13 9 150
152
Interpretation:- In the above bar chart shows which age person how many readymade garment items
consume. 11 to 20 years age 26 people has consume one or two readymade garment
items, 41 to 50 years age 2 people has consume one or two readymade garment items.
21 to 30 years age 32 people has consume three to six readymade garment items, above
50 years age 3 people has consume three to six readymade garment items.
21 to 30 years age 10 people has consume six to ten readymade garment items, above
50 years age 0 people has consume six to ten readymade garment items.
21 to 30 years age 5people has consume more than ten readymade garment items,
above 50 years age 0 people has consume more than ten readymade garment items.
153
154
Age * Scheme Cross tabulation
Count
Scheme Total
highly disagree somewhat
disagree
nor agree nor
disagree
somewhat agree highly agree
Age
11-20 year 8 14 13 12 8 55
21-30 years 10 15 6 10 29 70
31-40 years 1 2 2 4 3 12
41-50 years 1 2 2 1 1 7
above 50 years 0 0 2 3 1 6
Total 20 33 25 30 42 150
Interpretation:-
In the above bar chart shows the age person shows schemes for readymade garment. 21
to 30 years age 10 people has highly disagree for readymade garment schemes. Above
50 years age 0 people has highly disagree for readymade garment schemes.
21 to 30 years age 15 people has somewhat disagree for readymade garment schemes.
Above 50 years age 0 people has somewhat disagree for readymade garment schemes.
11 to 20 years age 13 people has nor agree nor disagree for readymade garment
schemes, above 50 years age 2 people has nor agree nor disagree for readymade
garment schemes.
11 to 20 years age 12 people has somewhat agree for readymade garment schemes, 41
to 50 years age 1 people has somewhat agree for readymade garment schemes.
11 to 20 years age 12 people has highly agree for readymade garment schemes, above
50 years age 1 people has highly agree for readymade garment schemes.
155
156
Age * Compare Cross tabulation
Count
Compare Total
highly disagree somewhat
disagree
nor agree nor
disagree
somewhat agree highly agree
Age
11-20 year 6 9 20 14 6 55
21-30 years 13 9 11 20 17 70
31-40 years 1 2 2 4 3 12
41-50 years 1 2 2 0 2 7
above 50 years 2 1 1 0 2 6
Total 23 23 36 38 30 150
Interpretation:- In the above bar chart shows the which age person compare price for readymade
garment. 21 to 30 years age 13 people has highly disagree compare price for
readymade garment, 41 to 50 years age 1 people has highly disagree compare price for
readymade garment.
21 to 30 years age 9 people has somewhat disagree compare price for readymade
garment, above 50 years age 1 people has somewhat disagree compare price for
readymade garment.
11 to 20 years age 20 people has nor agree nor disagree compare price for readymade
garment, above 50 years age 1 people has nor agree nor disagree compare price for
readymade garment.
157
21 to 30 years age 20 people has somewhat agree compare price for readymade
garment, above 50 years age 0 people has somewhat agree compare price for
readymade garment.
21 to 30 years age 17 people has highly agree compare price for readymade garment,
above 50 years age 2 people has highly agree compare price for readymade garment.
158
159
Age * Price cross tabulation
Count
Price Total
highly disagree somewhat
disagree
nor agree nor
disagree
somewhat agree highly agree
Age
11-20 year 7 16 15 8 9 55
21-30 years 8 13 11 19 19 70
31-40 years 1 1 4 3 3 12
41-50 years 1 2 3 0 1 7
above 50 years 2 1 1 2 0 6
Total 19 33 34 32 32 150
Interpretation:- In the above bar chart shows the which age person pay price for readymade garment. 21
to 30 years age 8 people has highly disagree pay price for readymade garment, 41 to
50 years age 1 people has highly disagree pay price for readymade garment. . 21 to 30
years age 13 people has somewhat disagree pay price or readymade garment, above 50
years age 1 people has somewhat disagree pay price for readymade garment.
11 to 20 years age 15 people has nor agree nor disagree pay price for readymade
garment, above 50 years age 1 people has nor agree nor disagree pay price for
readymade garment.
21 to 30years age 19 people has somewhat agree pay price for readymade garment, 41
to 50 years age 0 people has somewhat agree pay price for readymade garment.
21 to 30 years age 19 people has highly agree pay price for readymade garment, above
50 years age 0 people has highly agree pay price for readymade garment.
160
161
Age * Branded Cross tabulation
Count
Branded Total
highly disagree somewhat
disagree
nor agree nor
disagree
somewhat agree highly agree
Age
11-20 year 8 13 9 11 14 55
21-30 years 13 10 13 12 22 70
31-40 years 2 4 0 4 2 12
41-50 years 2 2 1 1 1 7
above 50 years 1 0 0 1 4 6
Total 26 29 23 29 43 150
Interpretation:- In the above bar chart shows the age person branded cloths buying in readymade
garment. 21 to 30 years age 13 people has highly disagree person branded cloths buying
for readymade garment, above 50 years age 1 people has highly disagree person
branded cloths buying for readymade garment.
11 to 20 years age 13 people has somewhat disagree person branded cloths buying for
readymade garment, above 50 years age 0 people has somewhat disagree person
branded cloths buying for readymade garment.
21 to 30 years age 13 people has nor agree nor disagree person branded cloths buying
for readymade garment, 31 to 40 years age 0 people has nor agree nor disagree person
branded cloths buying for readymade garment.
21 to 30 years age 12 people has somewhat agree person branded cloths buying for
readymade garment, 41 to 50 years age 1 people has somewhat agree person branded
cloths buying for readymade garment.
21 to 30 years age 22 people has highly agree person branded cloths buying for
readymade garment, 41 to 50 years age 1 people has highly agree person branded cloths
buying for readymade garment.
162
163
Age * Wait Cross tabulation
Count
Wait Total
highly disagree somewhat
disagree
nor agree nor
disagree
somewhat agree highly agree
Age
11-20 year 8 10 7 12 18 55
21-30 years 13 8 12 13 24 70
31-40 years 3 1 4 1 3 12
41-50 years 3 0 0 2 2 7
above 50 years 0 1 3 0 2 6
Total 27 20 26 28 49 150
Interpretation:- In the above bar chart shows the age person wait until a readymade garment. 21 to 30
years age 13 people has highly disagree wait until a readymade garment, above 50
years age 1 people has highly disagree person wait until a readymade garment.
11 to 20 years age 10 people has somewhat disagree person wait until a readymade
garment, above 50 years age 1 people has somewhat disagree person wait until a
readymade garment.
21 to 30 years age 12 people has nor agree nor disagree person wait until a readymade
garment, 41 to 50 years age 0 people has nor agree nor disagree person wait until a
readymade garment.
21 to 30 years age 13 people has somewhat agree person wait until a readymade
garment, above 50 years age 0 people has somewhat agree person wait until a
readymade garment.
21 to 30 years age 24 people has highly agree person wait until a readymade garment,
above 50 years age 2 people has highly agree wait until a readymade garment.
164
Chapter 4:-Conclusion & finding
165
Conclusion & finding:-
From this project we have learnt that consumer behavior for branded readymade garment
from organized retail. Organized retail is booming because of increasing private incomes and
changing lifestyles and consumption pattern of consumers is having a positive effect on the
apparel industry.
In the Apparel industry has been classified into three segments men, women, kids in those
three segment the market share of men is very high.
In our survey the consumer demand is very high of fashion product and their product consist
of lowest volume. In the project we have learnt that which largest producers of cotton in the
world are.
We have also learned demand and supply situation for cotton market and also known which
key players are in market and Differentiation among key players.
We have also learned the People also want to various readymade garment store on various
festival so shopkeeper also change their display and various strategies adopted by them. For
promotion and various sign boards.
We have also learned which type of political, economic, social, technological, factor affecting
in the organization retail.
From our survey we have also come to know that consumers spend more amount for
purchase of readymade garment.
166
Bibliography
Marketing management- Philip Kotler
Business environment –Francis cherrunillam
Consumer behavior in Indian Perspective-Suja R Nair
167
Webliography
WWW.GOOGLE.COM
WWW.SLIDE-SHARE.COM
WWW.WEKIPIEDIA.COM
168
Questionnaire:-Section 1: Demographic Information
Please give me some personal information that will help in evaluating the data from this study.
1. Your Gender: Male Female
2 Your Age
(Years):
Under 11 Yrs 11– 20 Yrs (3)
21 – 30 Yrs 31– 40 Yrs (4)
31– 40 Yrs 41– 50 Yrs
Above 50 Yrs
3 Your Marital:
Status
Single Married
4 Your Education: Lower than secondary Secondary school
Bachelor degree Master degree
Doctoral degree other (please specify)…………
169
5 Your Monthly
Family Income:
Less than Rs.10,000 Rs.10,000 to 20,000
Rs. 20,000 to 30,000 Rs.30,000 to 40,000
More than Rs. 40,000
6 No. of Members in Family
Less than four ) Four to Six
More than Six
170
Section 2: General Questions
Q-1: How often do you purchase readymade garments in shopping malls?
Once in month Once in two month Once in four monthOnce in six month Once in a year
Q-2: How much do you spend on readymade garments in this shopping trip?
Less than Rs.1000 Rs.1000- Rs. 2000 Rs.2000- Rs. 3000Rs. 3000 to 4000 More than Rs. 4000
Q-3: How much time do you spend in shopping mall?
Less than one hour
Three to four hours
One to two hours Two to three hours
Q-4: How many items do u buy while buying garments from mall?
One or two More than ten
Three to Six Six to ten
171
19719
Section 3: Readymade Garments Buying Behaviour
Each of the following statements describes your behaviour in relation to your purchase of readymade garments in shopping malls. Please indicate (i.e., tick) your agreement or disagreement with each statements using following scale:
1 = Highly Disagree
2 = Somewhat Disagree
3 = Nor Agree Nor Disagree
4 = Somewhat Agree
5 = Highly Agree
1 I always enjoy purchasing readymade garments in the shopping malls. 1 2 3 4 5
2 I am more likely to buy readymade garments offering some sales promotion schemes.
1 2 3 4 5
3 I do not compare prices before making my purchases of readymade garments. 1 2 3 4 5
4 I make purchase of readymade garments only when there is a need, not on impulse. 1 2 3 4 5
5 I always make a shopping list before I go to purchase readymade garments in shopping malls.
1 2 3 4 5
6 I always purchase readymade garments from the same shopping malls. 1 2 3 4 5
7 I like to buy different styles and types of readymade garments at every purchase 1 2 3 4 5
8 I am often willing to purchase those readymade garments which are recommended by my friends / relatives.
1 2 3 4 5
9 It is generally worth it to pay more for quality readymade garments. 1 2 3 4 5
19819
10 If my favourite brand of readymade garment is not available in shopping stores, I
1 2 3 4 5
11 When buying readymade garments, it is important for me to buy the lowest priced garments
1 2 3 4 5
12 I have favorite brands of readymade garments, but if I see any brand offered with a sales promotion schemes I will buy it.
1 2 3 4 5
13 When buying readymade garments, I tend to choose those of better quality. 1 2 3 4 5
14 Before buying readymade garments, I check to see if some sales promotion schemes are available or not.
1 2 3 4 5
15 I think that deliberate thinking is necessary for buying readymade garments. 1 2 3 4 5
16 It bothers me if other people disapprove my choices of readymade garments. 1 2 3 4 5
17 If a readymade garment that I usually buy is being promoted, I will purchase it even if I do not need for immediate use.
1 2 3 4 5
18 Before going to shopping malls, I know which type of readymade garments I am going to buy.
1 2 3 4 5
19919
19 Going shopping for readymade garments is one of the enjoyable activities for me. 1 2 3 4 5
20 When purchasing readymade garments, I have favourite brands and limit my purchasing to them.
1 2 3 4 5
21 I always purchase branded readymade garments. 1 2 3 4 5
22 If a readymade garment that I usually buy is being promoted, I will increase the quantity of my purchases.
1 2 3 4 5
23 I tend to buy readymade garments instantly without much careful thought when I 1 2 3 4 5
24 I always check prices of readymade garments at the various stores to be sure I get the best value for the money I spend.
1 2 3 4 5
25 Shopping the readymade garments in many stores wastes my time. 1 2 3 4 5
26 Advice from friends or colleagues influences my choice of readymade garments. 1 2 3 4 5
27 I generally wait until a readymade garment is on sale before purchasing it. 1 2 3 4 5