A PROJECT REPORT

ON

CONSUMERS PREFERENCE TOWARDS BRANDED

CLOTHES (MALES) IN BAREILLY CITY

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE

REQUIREMENT FOR THE AWARD OF THE DEGREE OF

BACHELOR OF COMMERCE (HONORS)

BY

MOHD AMAN

(1510102066)

UNDER THE GUIDANCE OF

MS. PRIYANKA AWASTHI

ASSISTANT PROFESSOR

DEPARTMENT OF MANAGEMENT

INVERTIS UNIVERSITY, BAREILLY

INVERTIS UNIVERSITY, BAREILLY (U.P.)

SESSION 2015-2018

I
 CERTIFICATE

TO WHOM IT MAY CONCERN

This is to certify that Mr.MOHD AMAN student of B.Com(H)-VI Semester in our
institute has successfully completed his/her project work entitled “ CONSUMER
PREFERENCE TOWARDS BRANDED CLOTHES(MALE) IN BAREILLY CITY”
for the partial fulfillment of the degree of Bachelor of Commerce ( Honors) for the
session 2015-2018

MS PRIYANKA AWASTHI Dr. DHEERAJ GANDHI Dr. MANISH GUPTA

(ASSISTANT PROFESSOR) (HOD, BBA & B.Com) (DEAN MANAGEMENT)

II
 ACKNOWLEGEMENT

I am using this opportunity to express my gratitude to everyone who supported me

throughout the course of this project. I am thankful for their aspiring guidance,
invaluably constructive criticism and friendly advice and support during the project
work. I am sincerely grateful to them for sharing their truthful and illuminating views
on a number of issues related to the project.

I express my warm thanks to Ms. PRIYANKA AWASTHI (Project Guide), Mr.

RAJEEV BHANDARI (Project in charge) and my other faculty members who
helped me to complete this project report. I would like to thanks all the people who
provided me with the facilities being required and conductive conditions for my
project report.

I would also like to thanks to our head of the department Dr. DHEERAJ GANDHI for his
help and guidance during the project work. This project report cannot be completed without
the guidance and support of my colleagues who continuously support me whenever is needed.

At last I would like to thanks my parents, friends and well wishers for the encouragement that
they have given to me for the completion of the project report.

MOHD AMAN

B.COM (HONS.) SEC:B

1510102066

III
 TABLE OF CONTENTS
Serial no. Title Page No.
1. Cover page I
2 Certificate Ii
3 Acknowledgement Iii
4 Table of contents Iv
5 List of figures v-vi
6 List of tables Vii
7 Chapter 1:- Introduction 10-15
8 Chapter 2:- Literature review 19-21
9 Chapter 3:- Research objective\ 24-26
Methodology
10 Chapter 4:- Data representation and 27-56
interpretation
11 Chapter 5:- Research findings and 56-62
hypothesis
12 Conclusion 64
13 Research scope and limitation 66
14 Bibliography 67-68
15 Annexure 69

IV
 LIST OF TABLES
TABLE NO. TITLE- PAGE NO
4.1 Frequency distribution of Age Group 25
4.2 Frequency distribution of Occupation 27
4.3 Frequency distribution of annual household income 29
4.4 Frequency distribution of buying apparels 31
4.5 Frequency distribution of purchase of fashion 33
apparels
4.6 Frequency distribution of people purchasing online. 35
4.7 Frequency distribution of average monthly 37
expenditure on new fashion apparel
4.8 Frequency distribution for reason for preferring any 38
particular brand
4.9 Frequency distribution of from where do you buy 39
apparels from.
4.10 Frequency distribution of people willing to 40
purchase the same brand again.
4.11 Frequency distribution of people recommending 42
brands that they have purchased.
4.12 Frequency distribution of how much importance is 42
given to the price on the parameters on a scale of 1
to 5 before buying apparel?.
4.13 Frequency distribution of how much importance is 44
given to the Aesthetics on a scale of 1 to 5 before
buying apparel.
4.14 Frequency distribution of how much importance is 45
given to the Quality on a scale of 1 to 5 before
buying apparel.
4.15 Frequency distribution of how much importance is 47
given to the comfort on a scale of 1 to 5 before
buying apparel
4.16 Frequency distribution of how much importance is 50
given to the brand on a scale of 1 to 5 before
buying apparel
4.17 Frequency distribution of how much importance is 52
given to the style on a durability of 1 to 5 before
buying apparel
4.18 Frequency distribution of how much importance is 54
given to the style on a scale of 1 to 5 before buying
apparel
4.19 Frequency distribution for from where do you get aware 56
about clothing brands
5.1 Frequency distribution of cross tabulation between 58
occupation and when do you buy apparels.

5.2 Frequency distribution of cross tabulation between 60

annual household income and what is the frequency of
purchasing fashion apparels

V
5.3 Expected frequency distribution of age and 62
Frequency of purchasing online apparels
Expected frequency distribution of when do you 63
5.4 buy apparels and frequency of average monthly
expenditure on new fashion apparels.
.

VI
 LIST OF FIGURES
FIGURE TITLE PAGE NO.
NO.
4.1 Graphical representation of age group. 25
4.2 Graphical representation of Occupation 26
4.3 Graphical Representation of annual household 27
income
4.4 Graphical representation of buying apparels 29
4.5 Graphical representation of purchase of fashion 30
apparels
4.6 Graphical representation of people purchasing 32
online.
4.7 Graphical Representation of average monthly 33
expenditure on new fashion apparel.
4.8 Graphical representation for reason for preferring 34
any particular brand
4.9 Graphical Representation of from where do you 35
buy apparels from
4.10 Graphical representation of people willing to 37
purchase the same brand again.
4.11 Graphical Representation of people recommending 39
brands that they have purchased.

4.12 Graphical representation of how much importance 42

is given to the price on a scale of 1 to 5 before
buying apparel.
4.13 Graphical representation of how much importance 44
is given to the Aesthetics on a scale of 1 to 5 before
buying apparel.
4.14 Graphical representation of how much importance 46
is given to the quality on a scale of 1 to 5 before
buying apparel

4.15 Graphical representation of how much importance 48

is given to the comfort on a scale of 1 to 5 before
buying apparel
4.16 Graphical representation of how much importance 50
is given to the brand on a scale of 1 to 5 before
buying apparel
4.17 Graphical representation of how much importance 52
is given to the style on a scale of 1 to 5 before
buying apparel.
4.18 Graphical representation of how much importance 54
is given to the durability on a scale of 1 to 5 before
buying apparel

VII
4.19 Graphical representation for from where do you get aware 56
about clothing brands
5.1 Graphical Representation of cross tabulation between 58
occupation and when do you buy apparels?
5.2 Graphical Representation of cross tabulation between 60
annual household income and what is the frequency of
purchase of new apparel

8
 CHAPTER 1
INTRODUCTION

9
 INTRODUCTION

According to Grant and Graeme (2005, pp.452) consumer behaviour is a complex area, but
marketers do need to try to find out as much as they can about who their customers are in order
to identify their needs, how they behave, what influences them to make a decision to buy and
what processes they follow when selecting a product/service.

Consumer behavior is defined as the actions and decision-making processes of buyers as they
recognize their desire for a product or service, and engage in the search, evaluation, purchase,
use, and disposal of that particular commodity (Rath et al., 2008). It can also be defined as 'a
mental orientation characterizing a consumer approach to making a choice' (Sproles and Kendall,
1986).

Branding is originally an identifier, but technically a trademark. According to the UK

Trademarks Act of 1994, a brand is any sign capable of being represented graphically, which is
capable of distinguishing goods or services of one undertaking from those of another undertaking
(Robertson, 2000, p.18). Branding was introduced to differentiate homogenous products such as
clothing (O'Cass, 2000, p.546).

Brand is a name in every consumer's mind (Mooij, 1998) and it is characterized by a noticeable
name or symbol which can differentiate the goods and services from the rivals' (Aaker, 1991;
Keller, 1998). In addition to a specific brand name, a brand is also composed of products,
packaging, promotion, advertising, as well as its overall presentation (Murphy, 1998).

Nowadays, consumers have a wide range of choice to choose from when they enter a shopping
mall. It is found that consumers' emotions are one of the major determinants which affect their
buying behaviour (Berry, 2000). According to a research conducted by Freeride Media LLC
(1998) on shopping habits, nearly one-forth of the respondents are likely to impulse-buy clothes
and accessories. When deciding which products to purchase, consumers would have their
preferences, which are developed in accordance with their perceptions towards the brand.
Successful branding could make consumers aware of the presence of the brand and hence could
increase the chance of buying the company's products and services (Doyle, 1999).

Models of Consumer Behaviour

Several models are developed with a view to provide explanations for the consumer buying
behaviours. Although they vary in form of presentation, most of them are composed of stages
such as pre-purchase, purchase and post-purchase (hoyer and maclnnis, 2001; rayport and
jaworski, 2003). The figure below shows the stages involve in the purchase decisions process.

10
The problem recognition stage starts when the consumer perceives a need and is motivated to
address these needs, known as an unsatisfied need (Levy and Weitz, 1992).

Second stage involves looking for information so as to fulfill the need, while also considering
value proposition. Belch and Belch (2007) explain that consumers carry out both internal
(memory) and external search. The length and depth of search vary for different customers and
depend on variables like personality, social class, income, size of purchase, past experiences,
prior brand perceptions (Moorthy et al., 1997), as well as customer satisfaction.

In the third stage, the consumer will compare the information about the different brands and
assess promised value of each brand. In this stage, consumers pay particular attention to the
attributes which are most relevant to their needs (Kolter et al., 2005). Attributes like quantity,
size, quality and price are commonly used to judge a brand by customers. Any changes in these
attributes can affect consumer decisions on brand or product choices (Blackwell et al., 2006).
According to Porter (2004), firms can create value by providing lower price or unique offers to
the customers so as to excel their competitive advantages over the others.

Stage four refers to the purchase decisions made by the consumers after evaluating the offers
from different retailers. As stated by Blackwell et al. (2006), there are two phases contributing to
the decision making processes, including retailer and in-store selection.

The last step often influences further purchase or rejection of the product.

Many previous studies nonetheless assume that the decision-making process occurs in a linear,
step-by-step process. However, other authors (Fisher, 1970; Gersick, 1988; Lee and Marshall,
1998) view the process to be non-linear, proceeding in iterative cycles.

Factors influencing behaviour for branded clothes in the Apparel Sector

There are many influences on purchasing behaviour, including social (culture, sub-culture, social
class, reference groups, and family), technological, political, economic and personal factors
(motivation, personality, self-image, perception, learning, beliefs and attitudes) (Grant and
Graeme, p.459).

Figure : Black box model of consumer buying behaviour

Source: Keegan et al. (1992, p. 193)

According to Keegan (1992) it is called the 'black box' model because little is know about how
the human mind works. The model suggests that factors external to the consumer will act as a
stimulus for behaviour, but that the consumer's personal characteristics and decision-making
process will interact with the stimulus before a particular behavioural response is generated
(Keegan et al. (1992, p. 193).

Attitudes

11
Jobber (2001, p.78) defines an attitude as "an overall favourable or unfavourable evaluation of a
product or service". Attitudes are basically people's likes and dislikes regarding products,
services, ideas, brands, organisations and people. Attitudes are learned through the socialisation
and cognitive processes and can therefore be changed. They act as a framework on which we
build thoughts and beliefs.

However, changing attitudes can be difficult, as they fit into a pattern and to change one attitude
may require radical adjustments to be made to others (Kotler et al., 2001). A consumer's attitude
to a brand is very influential in the decision-making process and attitudes are shaped by many
factors including education, economic circumstances, family, age, experience, the law and social
background (Lamb et al., 2002; Stokes, 2002; Ross and Harradine, 2004).

Brand Awareness
Brands with higher level of awareness would be more likely to be purchased (Yasin et al., 2007).
This could probably explain why consumers tend to buy a recognizable brand rather than an
unfamiliar one (Hoyer, 1990; Macdonald and Sharp, 2000).

As mentioned by Keller (1998), brand awareness can be enhanced through repeat exposure to the
brand. In order to achieve brand awareness, two tasks are to be accomplished, namely increasing
brand name identity and associating it with the product class. Advertising and celebrity
endorsement could be some useful tools for raising brand awareness. It is found that
advertisement attitude is attributable to the influence on brand attitudes, affecting consumer's
intention to purchase (Mackenzie et al., 1986; Tsai et al., 2007).

Benefits are another category in brand associations. They can be classified into functional,
experimental and symbolic. According to Garvin's work, consumers assess brands based on the
following functional issues:

 Performance
 Features
 Reliability
 Conformance to specification
 Durability
 Serviceability
 Aesthetics
 Reputation

12
 Finally, attitudes are regarded as the consumers' overall assessments towards a brand. They
incorporate summary evaluations of information which represent how consumers feel in a long
run, lying in a continuum from positive to negative (Gabbott and Hogg, 1998).

Indian Textiles and Apparel Industry Analysis

1. Textile plays a major role in the Indian economy

(i) It contributes 14 per cent to industrial production and 4 per cent to GDP (ii) With over 45
million people, the industry is one of the largest source of employment generation in the country
2. The industry accounts for nearly 15 per cent of total exports
3. The size of India’s textile market in 2016 was around US$ 137 billion, which is expected to
touch US$ 226 billion market by 2023, growing at a CAGR of 8.7 per cent between 2009-23E
4. As of June 2017, the central government is planning to finalize and launch the new textile policy
in the next three months. The policy aims to achieve US$ 300 billion worth of textile exports by
2024-25 and create an additional 35 million jobs.
Notes: CAGR - Compound Annual Growth Rate, E – Estimated
Source: Technopak, Make in India, News articles, Ministry of Textiles, Aranca Research

 
Prev Next

The textile and apparel industry can be broadly divided into two segments - yarn and fibre, and
processed fabrics and apparel. India accounts for ~14 per cent of the world's production of textile
fibres and yarns (largest producer of jute, second largest producer of silk and cotton, and third
largest in cellulosic fibre). India has the highest loom capacity (including hand looms) with 63
per cent of the world's market share. The domestic textile industry in India is estimated to reach
US$ 250 billion by 2019 from US$ 150 billion in July 2017, while cotton production in India is
estimated to reach 37.7 million bales in FY18.
Increased penetration of organised retail, favourable demographics, and rising income levels are
likely to drive demand for textiles. India is the world's second largest exporter of textiles and
clothing. 
Textile and apparel exports from India are expected to increase to US$ 82 billion by 2021.
Exports of textiles from India reached US$ 27.59 billion during April 2017–March 2018.
Readymade garments remain the largest contributor to total textile and apparel exports from
India, contributing 47.69 per cent to total textile and apparel exports. Yarn and made-ups were
the other major contributors with shares of 14.36 per cent and 12.89 per cent, respectively.
Rising government focus and favourable policies is leading to growth in the textiles and clothing
industry. The Ministry of Textiles is encouraging investments through increasing focus on
schemes such as Technology Up-gradation Fund Scheme (TUFS). Under the Union Budget
2018-19, Rs 2,300 (US$ 355.27 million) crore have been allocated for TUFS and Rs 30 crore
(US$ 4.63 million) for the Scheme for Integrated Textile Parks, under which there are 47
ongoing projects. The Cabinet Committee on Economic Affairs (CCEA), Government of India
has approved a new skill development scheme named 'Scheme for Capacity Building in Textile

13
Sector (SCBTS)'. Cumulative FDI in the Indian textiles reached US$ 2.8 billion between April
2000 to December 2017.
The Directorate General of Foreign Trade (DGFT) has revised rates for incentives under the
Merchandise Exports from India Scheme (MEIS) for two subsectors of Textiles Industry -
Readymade garments and Made ups - from 2 per cent to 4 per cent. The government is also
planning to conduct roadshows to promote the country's textiles in non-traditional markets like
South America, Russia and select countries in West Asia
.
Textiles and apparel exports from India are estimated to increase to US$ 65 billion by
2016-17 fr US$ 40 billion in 2013-14

14
 REFERENCES:
Consumer Behaviour Towards Branded Clothes

https://www.ukessays.com/essays/marketing/consumer-behaviour-for-branded-clothing-
marketing-
Indian Textiles and Apparel Industry Analysis – Ibef

https://www.ibef.org/industry/indian-textiles-and-

apparel-industry... essay.php

15
 CHAPTER 2
LITERATURE REVIEW

16
 LITERATURE REVIEW

Prof P K Jain,2014: A research study was conducted on general public categorizing them into
students and professionals. The main reason behind this study was to find out buying preferences
towards the clothes that has a name tag. The primary purpose of this study is to provide
comprehensive market intelligence on a global level for Branded apparel. Researcher has made
an attempt to provide a comprehensive review of the market situation and tried to analyze the
trends. The Indian consumer market is relentlessly growing bigger. Indians are becoming more
brand conscious and spending time and money trying out new products and services.
International brand is now regularly entering the Indian market alluring the buyers. The apparel
sector is estimated to grow three times more than it was few years back. The young generation
prefers to buy differentiated products that they feel reflects their own personality, needs and
lifestyles.

Shobod Deba Nath, Abul Khayer,2014 :This study examined the influence of emotional
psychology on behavior in purchasing of branded clothing, particularly “Cats Eye”. For the
purpose of collecting primary data, total samples of 100 shoppers were selected by using mall
intercept survey. The results of the study suggested that in case of emotions associated with Cats
Eye’s in-store environment, smell of the store played a significant role toward purchasing cloths
from Cats Eye because it increased the duration of shopping within a store. Other empirical
finding indicated that some emotional factors (pride, pleasure, and excitement) created more
motivational impact when they bought clothes from Cats Eye. Among them, “pride” was the
most significant emotional factor that had formed satisfactory feelings towards purchase decision
making, followed by “pleasure”, “excitement”. Thus, the prime implication of this research is
that brand or marketing managers can use different types of emotional appeal such as positive,
negative and/or mixed emotions when they design effective communication and brand building
related campaigns.

Neelam Singh,2016: The purpose of our research is to investigate youth in MAWANA city to
examine if any factor dominates in their buying behaviour for apparel. In addition, consumer
attributes (i.e., apparel involvement, brand consciousness, reference group, social class, and other

17
factors) and personal characteristics were investigated separately and in relation to the purchase
behaviour of youth.

Parul Mittal, Sandeep Aggarwal,2012: The research report presented is based on the
“Consumer Perception towards Branded Garments”. Through this study an attempt has been
made to practically understand those emotional or rational appeals, which drive the purchase
decision toward the branded garments. Also certain demographic and psychographic profiles
have been studied and certain relation has been developed. Branded readymade garment is
supposed to have 21% share in the Rs. 20,000 Cr garment industry which is having vertical
growth rate of around 20%.

Syed Tabrez, Hassan Bilal H Hurrah ,Amit Lanja,2014: The purpose of our research is to
investigate youth of Jalandhar city to examine if any factor dominates in their buying behavior
for apparel. In addition, consumer attributes (i.e., apparel involvement, brand consciousness,
reference group, social class, and other factors) and personal characteristics were investigated
separately and in relation to the purchase behavior of youth.

Guoxin Li, Guofeng Li, Zephaniah Kambele,2012: This study aims to examine Chinese
consumers' willingness to pay for luxury fashion brands related to their fashion lifestyle and
perceived value.Practicality fashion lifestyle, perceived social/emotional value, perceived
utilitarian value, and perceived economic value were found to have a significant influence on the
willingness of Chinese consumers to pay for luxury fashion brands in a multiple regression
model (n= 480). This research also examines the different effects of fashion lifestyles and
perceived value on willingness to pay among four groups characterized by different previous
genuine and counterfeit purchasing experiences. This study deepens understanding of consumer
perceptions and behaviors relating to luxury fashion brands in China.

18
Namita Rajput,Subodh kesharwani ,Akanksha Khanna,2012: . The objective of this paper is
to gauge the factors affecting purchase decision taking gender perspective as base. Empirical
findings are calculated using survey technique and chi square test with a sample of 320
participants in Delhi and NCR. The objective of this paper is to analyze the significance of
demographic profile of consumers affecting the purchase decision of branded garments and to
observe from gender perspective the consumer awareness about different apparel brands
available in the Indian market and also to find out whether there is a significant difference in
total expenditure on branded apparels done by males vis- a - vis females. The results exhibit no
significant differences in the brand awareness, shopping frequency and shopping expenditure
between males and females.

Neelam Agarwall Srivastava , Dr. Anandita TRR Chatterjii , Radhika Ahlawa,2016: The
study for the research is focused to know the training aspect at merchandiser level of employees
of national branded apparels manufacturing units and international branded apparels
manufacturing units and to find the differences in their skills. To meet the objectives, three
domestic branded trousers and three international branded trouser companies were selected in the
region of Delhi, National Capital Region (NCR) for primary data collection. The study is done
on primary data. This is an empirical research and data is further analyzedto know the gap in
skills of workers at production floor of national brand and international brand manufacturing unit

19
 REFERENCES
Rajput, N., Kesharwani, S., & Khanna, A. (2012). Consumers’ attitude towards branded apparels: gender
perspective. International Journal of Marketing Studies, 4(2), 111.

Singh, N. (2016). A study of buying behaviour of youth towards branded fashion apparels in Mawana city.

Mittal, P., & Aggarwal, S. (2012). Consumer perception towards branded garments: A study of Jaipur. International
Journal of Research in Finance & Marketing, 2(2), 566-583.

Hassan, S. T., Hurrah, B. H., & Lanja, A. (2014). A Study of Customer Perception of Youth Towards Branded
Fashion Apparels in Jalandhar City. Elk Asia Pacific Journal of Marketing and Retail Management, 5(2).

Nath, S. D., & Khayer, A. (2014). How Emotional Psychology Influences Branded Clothes Purchasing Behaviour:
Empirical Evidence from Bangladesh. Journal of Business, 35(2).

Srivastava, N. A., Chatterjii, A. T., & Ahlawat, R. Apparel Merchandiser Skills Requirement Analysis in Branded
Ready Made Garment Industry.

Li, G., Li, G., & Kambele, Z. (2012). Luxury fashion brand consumers in China: Perceived value, fashion lifestyle,
and willingness to pay. Journal of Business Research, 65(10), 1516-1522.

20
 CHAPTER:-3
RESEARCH OBJECTIVE
AND
METHODOLOGY/HYPOTHESIS

RESEARCH OBJECTIVE

21
  To Study and analyze the brand preference of customers in buying branded clothes in
bareilly city.
On the basis of:
a)Income Level
b)Occupation

 To study the factors which influence the buying behavior of customers for branded
clothes.

RESEARCH HYPOTHESIS

A supposition or proposed explanation made on the basis of limited evidence at the

starting point for further investigation .

NULL HYPOTHESIS:- Null hypothesis shows that there is no association between the
dependent factor and independent factor.

ALTERNATIVE HYPOTHESIS:- Alternative hypothesis shows that there is

association between dependent factor and independent factor.

 H0- There is no relationship between age group and purchasing online apparels

H1- - There is relationship between age group and purchasing online apparels

H0- There is no relationship between when do you buy apparels and average monthly
expenditure on new fashion apparels.

 H1- - There is relationship between when do you buy apparels and average monthly
expenditure on new fashion apparels.

RESEARCH METHODOLOGY
22
 A survey was conducted by a developed questionnaire, to investigate the brand
awareness and attitude of the consumers towards selected brands of apparels existing in
bareilly. The methodology may include publication research, surveys and other research
techniques, and could include both present and historical information. Methodology
implies more than simply the methods intend to use to collect data.

RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in
procedure. Task of defining the research problem is the preparation of the research
project , popularly known as the research design. Decisions regarding what, where,
when , how much by what means concerning an enquiry or a research study constitute
a research design.

SAMPLING: The study would cover the consumers taste and preference towards the
branded clothes and buying pattern of consumers.

Sampling Technique: RANDOM

Sample size: 70

Sampling Unit: Individuals

Data Collection Technique: Questionnaire based online survey

23
 Data Collection: Both primary and secondary data are used.

 Primary data is information that you collect specifically for the purpose of your
research project. An advantage of primary data is that it is specifically tailored to your
research needs. 
 SECONDARY DATA- Secondary data refers to data that was collected by someone
other than the user. Common sources of secondary data for social science include
censuses, information collected by government departments, organizational records
and data that was originally collected for other research purposes

CHAPTER -4

24
DATA PRESENTATION
AND
INTERPRETATION

25
 AGE GROUP

Table 4.1 Frequency distribution of Age Group

Age Group Frequency Percent

16-20 18 25.7

21 and above 52 74.3

Total 70 100.0

(Online Survey 2018)

Fig 4.1 Graphical representation of age group.

INTERPRETATION: From the figure it can be interpreted that 74.29% are of age 21 and above
among respondents and 25.71% are of 16-20 among respondents.

26
27
 2.OCCUPATION

Table 4.2 Frequency distribution of Occupation

Particulars Frequency Percent

Business 7 10.0

Self employed 2 2.9

Service men 7 10.0

Student 54 77.1

Total 70 100.0

(Online Survey 2018)

Fig 4.2 Graphical representation of Occupation

28
INTERPRETATION: From the figure it can be interpreted that 77.14% of respondents are
students,10% of respondents are businessmen,10% of respondents are servicemen and 2.8 are
self employed.

29
 What is your annual household income?
Table 4.3 Frequency distribution of annual household income

Particulars Frequency Percent

Less than Rs.2,50,000 19 27.1

Rs.10,00,000 and above 7 10.0

Rs.2,50,000-Rs.5,00,000 23 32.8

Rs.500,000-Rs.10,00,000 21 30.0

Total 70 100.0

Fig 4.3 Graphical Representation of annual household income

30
INTERPRETATION: From the figure it can be interpreted that 32.86% of respondents are
having Rs2,50,000-5,00,000 household income,30% are having Rs5,00,000-10,00,000. 27.14%
are having less than 2,50,0000 and 10% are having above 10,00,000.

31
 When do you buy apparels?
Table 4.4 Frequency distribution of buying apparels

Particulars Frequency Percent

Occasional 36 51.4

Offer 13 18.6

Regular 21 30.0

Total 70 100.0

(Online Survey 2018)

Fig 4.4 Graphical representation of buying apparels

32
INTERPRETATION: From the figure it can be interpreted that 51.43% of respondents buys
apparels occasionally,30% of respondents buys on regular basis and 18.57% buys when there is
an offer.

33
 Frequency of Purchase of fashion Apparels?
Table 4.5 Frequency distribution of purchase of fashion apparels

Particulars Frequency Percent

More than once a month 3 4.3

Once in 2 months 13 18.6

Once in 3 months 35 50.0

Once in a month 19 27.1

Total 70 100.0

(Online Survey 2018)

34
Fig 4.5 Graphical representation of purchase of fashion apparels

INTERPRETATION: From the figure it can be interpreted that 50% of respondents buys
apparels at once in 3 months,27.14% of respondents at once in a month,18.57% at once in 2
months and 4.29% at more than once a month.

Do you purchase online?

Table 4.6 Frequency distribution of people purchasing online.

Particulars Frequency Percent

No 19 27.1
Yes 51 72.9
Total 70 100.0
(Online Survey 2018)

Fig 4.6 Graphical representation of people purchasing online.

35
INTERPRATATION: From the figure it can be interpreted that 72.86% of respondents
purchases online whereas 27.14% of respondents does not purchase online.

Average monthly expenditure on new fashion apparel?

Table 4.7 Frequency distribution of average monthly expenditure on new fashion apparel

Particulars Frequency Percent

0 to 500 INR 4 5.7

1000 to 1500 INR 25 35.7

500 to 1000 INR 23 32.9

Above 1500 INR 18 25.7

Total 70 100.0
36
(Online Survey 2018)
Fig 4.7 Graphical Representation of average monthly expenditure on new fashion apparel.

INTERPRETATION: From the figure it can be interpreted that 35.71% of respondents spends
1000 to 1500 INR, 32.86% of Respondents spends 500 to 1000 INR, 25.71% of respondents
spends above 1500 INR, and 5.71% of respondents spends upto 500 INR.

37
 If you preferred any particular brand, reason for it

Table 4.8 Frequency distribution for reason for preferring any particular brand

Frequency Percent
Availability 3 4
Brand Loyality 25 35
Quality 30 42
Style 2 3
Value for Money 2 3
no response 9 13
Total 71 100
(Online Survey 2018)

Fig 4.8 Graphical representation for reason for preferring any particular brand

38
 4%
13%
3%

3% Availability
Brand Loyality
35% Quality
Style
Value for Money
no response

42%

INTERPRETATION: From the above figure it can be interpreted that 35% of respondents
preferred any brand because of their brand loyality,42% of respondents prefer because of quality.

Where would you buy these apparels from?

Table 4.9 Frequency distribution of from where do you buy apparels from

Frequency Percent
Malls 44 62
Online/Internet 9 13
Shops 12 17
Super markets 1 1
no response 5 7
Total 71 100
(Online Survey 2018)

Fig 4.9 Graphical Representation of from where do you buy apparels from

39
 1%
7%

17%
Malls
Online/Internet
Shops
Super markets
no response
13% 62%

INTERPRETATION: From the figure it can be interpreted that 62% of respondents buys
apparels from malls 17% respondents from shops and 13% from online shopping.

Will you intend to purchase the same brand that you have?
Table 4.10 Frequency distribution of people willing to purchase the same brand again.

Particulars Frequency Percent

Maybe 26 37.1

No 3 4.3

Yes 41 58.6

Total 70 100.0

(Online Survey 2018)

40
Fig 4.10 Graphical representation of people willing to purchase the same brand again.

INTERPRETATION: From the figure it can be interpreted that 58.57% of the respondents are
willing to purchase the same brand again, 37.14% of respondents are not willing to purchase it
again whereas 4.29% of respondents are not sure.

Do you recommend brands that you have purchased?

Table 4.11 Frequency distribution of people recommending brands that they have purchased.

Particulars Frequency Percent

Maybe 23 32.9

No 13 18.6

Yes 34 48.6

41
 Total 70 100.0

(Online Survey 2018)

Fig 4.11 Graphical Representation of people recommending brands that they have purchased.

INTERPRETATION: From the figure it can be interpreted that 48.57% of respondents will
recommend the brand that they have purchased, 18.57% of respondents will not recommend the
brand that they have purchased whereas 32.86% of respondents are not sure.

42
How much importance do you give to each of these parameters on a
scale of 1 to 5 before buying apparel?
Price
Table 4.12 Frequency distribution of how much importance is given to the price on the
parameters on a scale of 1 to 5 before buying apparel?

Particulars Frequency Percent

1.0 10 14.3

2.0 19 27.1

43
 3.0 23 32.9

4.0 11 15.7

5.0 7 10.0

Total 70 100.0

(Online Survey 2018)

INTERPRETATION: From the above figure it can be interpreted that 32.9% of respondents have
given 3rd rank for the price before buying apparel,27.1% of respondents have given 2 nd
rank,15.7% of respondents have given 4th rank,14.29% of respondents have given 1st rank, and
10% of respondents have given 5th rank.

44
How much importance do you give to each of these parameters on a
scale of 1 to 5 before buying apparel?
Aesthetics
Table 4.13 Frequency distribution of how much importance is given to the Aesthetics on a scale
of 1 to 5 before buying apparel.

Particulars Frequency Percent

1.0 7 10.0

2.0 10 14.3

3.0 20 28.6

4.0 25 35.7

5.0 8 11.4

Total 70 100.0

Fig 4.13 Graphical representation of how much importance is given to the Aesthetics on a scale
of 1 to 5 before buying apparel.

45
INTERPRETATION: From the above figure it can be interpreted that 35.71% of respondents
have given 4th rank to the aesthetics,28.57% of respondents have given 3rd rank,14.29% of
respondents have given 2nd rank and 11.43% of respondents have given 5th rank and 10% of
respondents have given 1st rank.

46
How much importance do you give to each of these parameters on a
scale of 1 to 5 before buying apparel?
Quality
Table 4.14 Frequency distribution of how much importance is given to the Quality on a scale of
1 to 5 before buying apparel.

Particulars Frequency Percent

1.0 13 18.6

2.0 7 10.0

3.0 18 25.7

4.0 20 28.6

5.0 12 17.1

Total 70 100.0

(Online Survey 2018)

47
Fig 4.14 Graphical representation of how much importance is given to quality on a scale of 1 to 5
before buying apparel

INTERPRETATION: From the above figure it can be interpreted that 28.57% of respondents
have given 4th rank to the quality,25.71% of respondents have given 3rd rank,10% of respondents
have given 2nd rank and 17.14% of respondents have given 5th rank and 18.57 of respondents
have given 1st rank

48
How much importance do you give to each of these parameters on a
scale of 1 to 5 before buying apparel?
Comfort
Table 4.15 Frequency distribution of how much importance is given to the comfort on a scale of
1 to 5 before buying apparel.

Particulars Frequency Percent

1.0 13 18.6

2.0 7 10.0

3.0 18 25.7

4.0 17 24.3

5.0 15 21.4

Total 70 100.0

49
Fig 4.15 Graphical representation of how much importance is given to quality on a scale of 1 to 5
before buying apparel

INTERPRETATION: From the above figure it can be interpreted that 24.29% of respondents
have given 4th rank to the COMFORT,25.71% of respondents have given 3 rd rank,10% of
respondents have given 2nd rank and 21.43% of respondents have given 5th rank and 18.57 of
respondents have given 1st rank

50
How much importance do you give to each of these parameters on a
scale of 1 to 5 before buying apparel?
Brand
Table 4.16 Frequency distribution of how much importance is given to the brand on a scale of 1
to 5 before buying apparel.

Particulars Frequency Percent

1.0 8 11.4

2.0 11 15.7

3.0 17 24.3

4.0 20 28.6

5.0 14 20.0

Total 70 100.0

51
Fig 4.16 Graphical representation of how much importance is given to brand on a scale of 1 to 5
before buying apparel

INTERPRETATION: From the above figure it can be interpreted that 28.57% of respondents
have given 4th rank to the BRAND,24.29% of respondents have given 3rd rank,15.71% of
respondents have given 2nd rank and 20% of respondents have given 5 th rank and 11.43 of
respondents have given 1st rank

52
How much importance do you give to each of these parameters on a
scale of 1 to 5 before buying apparel?
Style
Table 4.17 Frequency distribution of how much importance is given to the Style on a scale of 1
to 5 before buying apparel.

Particulars Frequency Percent

1.0 10 14.3

2.0 10 14.3

3.0 16 22.9

4.0 23 32.9

5.0 11 15.7

Total 70 100.0

Fig 4.17 Graphical representation of how much importance is given to Style on a scale of 1 to 5
before buying apparel

53
INTERPRETATION: From the above figure it can be interpreted that 32.86% of respondents
have given 4th rank to the STYLE,22.86% of respondents have given 3 rd rank,14.29% of
respondents have given 2nd rank and 15.71% of respondents have given 5th rank and 14.29 of
respondents have given 1st rank

54
How much importance do you give to each of these parameters on a
scale of 1 to 5 before buying apparel?
Durability
TABLE 4.18 Frequency distribution of how much importance is given to the Durability on a
scale of 1 to 5 before buying apparel

Particulars Frequency Percent

1.0 8 11.4

2.0 8 11.4

3.0 16 22.9

4.0 21 30.0

5.0 17 24.3

Total 70 100.0

Fig 4.18 Graphical representation of how much importance is given to Style on a scale of 1 to 5
before buying apparel

55
INTERPRETATION: : From the above figure it can be interpreted that 30% of respondents have
given 4th rank to the DURABILITY,22.86% of respondents have given 3 rd rank,11.43% of
respondents have given 2nd rank and 24.29% of respondents have given 5th rank and 11.43 of
respondents have given 1st rank

56
From where do you get aware about clothing brands?
Table 4.19 Frequency distribution for from where do you get aware about clothing brands

frequency Percent
Media 49 69
Newspapers or magazines 10 14
Posters 1 1

Shopping malls 5 9
no response 4 7
Total 70 100

Fig 4.19 Graphical representation for from where do you get aware about clothing brands

7%

1 8%
%

Media
Newspapers or magazines
14%
Posters
Shopping malls
no response

69%

INTERPTRETATION: From the above figure it can be interpreted that 69% of respondents get
aware about clothing brands through media,14% from newspapers or magazines,9% from
shopping malls and 1% from shopping malls.

57
 CHAPTER 5
RESEARCH FINDINGS

58
Table 5.1 Frequency distribution of cross tabulation between occupation and when do you buy
apparels.

When do you buy Apparels

Occupation   Occasional Offer Regular Total

Business Count 0 5 0 2 7

% within occupation
0.0% 71.4% 0.0% 28.6% 100.0%

Self employed Count 0 1 1 0 2

% within occupation 0.0% 50.0% 50.0% 0.0% 100.0%

Service men Count

0 4 1 2 7
% within occupation
0.0% 57.1% 14.3% 28.6% 100.0%

Student Count 1 25 11 17 54
% within occupation
1.9% 46.3% 20.4% 31.5% 100.0%

Count 1 35 13 21 70
% within occupation 1.4% 50.0% 18.6% 30.0% 100.0%

Fig 5.1 Graphical Representation of cross tabulation between occupation and when do you
buy apparels?

Student

Service men
Total
Regular
Self employed
Offer
Occasional

Business

Occup.

0 10 20 30 40 50 60

59
FINDINGS: From above it is found that respondents who’s having business buys apparels 71.%
occasionally and 28% of respondents buys regulalrly, respondents who are self employed buys
apparels 50% occasionally and 50% offerly, respondents who are servicemen buys apparels 57
% occasionally,14% offerly and 28 % regularly, and the respondents who are student buys
apparels 46 % occasionally, 20% offerly and 31 % regularly.

60
Table 5.2 Frequency distribution of cross tabulation between annual household income and what is
the frequency of purchasing fashion apparels

What is the frequency of purchase of fashion Apparels

More than
once a Once in 2 Once in 3 Once in a
Income month months months month Total
  Count 1 0 0 0 1
% withinyourannualhouseholdincome
100.0% 0.0% 0.0% 0.0% 100.0%

Less than Count 0 2 13 4 19

Rs.2,50,000
% withinyourannualhouseholdincome

0.0% 10.5% 68.4% 21.1% 100.0%

Rs.10,00,000 Count 0 2 4 1 7
and above
% withinyourannualhouseholdincome
0.0% 28.6% 57.1% 14.3% 100.0%

Rs.2,50,000- Count 0 5 10 7 22
Rs.5,00,000
% withinyourannualhouseholdincome

0.0% 22.7% 45.5% 31.8% 100.0%

Rs.500,000- Count 2 4 8 7 21
Rs.10,00,000
% withinyourannualhouseholdincome

9.5% 19.0% 38.1% 33.3% 100.0%

Total Count 3 13 35 19 70
% withinyourannualhouseholdincome 4.3% 18.6% 50.0% 27.1% 100.0%

61
Fig 5.2 Graphical Representation of cross tabulation between annual household income and what is
the frequency of purchase of new apparel

Total

Rs.500,000-Rs.10,00,000

TOTAL
Rs.2,50,000-Rs.5,00,000 Once in a month
Once in 3 months
Rs.10,00,000 and above Once in 2 months
More than once a month

Less than Rs.2,50,000

Household income
0 10 20 30 40 50 60 70 80

FINDINGS: From the above it is found that respondents who are having their annual income
less than Rs.2,50,000,10.5% of them buys apparels once in 2 months,68.4% of them buys in
once in 3 months and 21.1% of them buys once in a month. Respondents who are having their
annual income from Rs.2,50,000-Rs.5,00,000,22.7% of them buys apparels once in 2
months,45.5% of them buys once in 3 months and 31.8% of them buys once in a month.
Respondents who are having their annual income Rs10,00,000 and above,28.6% of them buys
apparels once in 2 months,57.1% of them buys once in 3 months and 14.3%of them buys once in
a month. Respondents who are having their annual income Rs5,00,000-Rs10,00,000,19% of
them buys apparels once in 2 months,38.1% of them buys once in 3 months and 33.3% of them
buys once in a month.

62
 HYPOTHESIS

Table 5.3 Expected frequency distribution of age and Frequency of purchasing online apparels

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 4.975a 2 .083

Likelihood Ratio 4.758 2 .093
N of Valid Cases 70

RESEARCH FINDINGS: Since the P value is .083 is more than .05 , so we accept the null
hypothesis i.e thee is no relationship between age group and purchasing online apparels .

 H0- There is no relationship between age group and purchasing online apparels

H1- - There is relationship between age group and purchasing online apparels

63
Table 5.4 Expected frequency distribution of when do you buy apparels and frequency of
average monthly expenditure on new fashion apparels.

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 26.403a 9 .002

Likelihood Ratio 17.287 9 .044
N of Valid Cases 70

RESEARCH FINDINGS: Since the P value is .002 is less than .05 , so we will not accept the
null hypothesis i.e there is relationship when do you buy apparels and average monthly
expenditure on new fashion apparels.

H0- There is no relationship between when do you buy apparels and average monthly
expenditure on new fashion apparels.

 H1- - There is relationship between when do you buy apparels and average monthly
expenditure on new fashion apparels.

64
CONCLUSION

65
 CONCLUSION
BRAND enhances the personality of a person. In bareilly, people associate brand with the quality
of product, style and its design. In return, they expect the branded poduct to provide them
recognition, satisfaction and value of money invested. Survey depicts that thee is a relationship
between the consumer’s income and product they purchased. People are price sensitive and the
final selection or ejection of the good depends on price/budget of the buyer.

 From the brand aware people, comfort and product are key motivators for purchasing
branded apparels.
 Price is the biggest influencer for decision on purchasing.
 There exist relationship between income and buying behavior.

66
RESEARCH SCOPE

AND

LIMITATIONS

67
RESEARCH SCOPE

The scope of this research is very wide as the corporate sector is expanding day by day. I have
done research only in Consumer Preference towards Branded CLOTHES in which I got to
know about consumer preference towards Branded Clothes and also whether they prefer which
brand apparels.

Further the research can be extended as which brand is preferred the most. And what are the
reasons of them preferring branded clothes or their preference towards Apparels. It can also be
extended to what is the change apparels bring to their personalities. Or is there any religious
preference towards any particular brand of Clothes.

LIMITATIONS

 Respondents were not willing to fill the questionnaire.

 Respondents were sending partially filled questionnaires in a hustle.
 Research data is based on information given by the respondents.

68
BIBLIOGRAPHY

69
 REFERENCES

Rajput, N., Kesharwani, S., & Khanna, A. (2012). Consumers’ attitude towards branded
apparels: gender perspective. International Journal of Marketing Studies, 4(2), 111.

Singh, N. (2016). A study of buying behaviour of youth towards branded fashion apparels in
Mawana city.

Mittal, P., & Aggarwal, S. (2012). Consumer perception towards branded garments: A study of
Jaipur. International Journal of Research in Finance & Marketing, 2(2), 566-583.

Hassan, S. T., Hurrah, B. H., & Lanja, A. (2014). A Study of Customer Perception of Youth
Towards Branded Fashion Apparels in Jalandhar City. Elk Asia Pacific Journal of Marketing and
Retail Management, 5(2).

Nath, S. D., & Khayer, A. (2014). How Emotional Psychology Influences Branded Clothes
Purchasing Behaviour: Empirical Evidence from Bangladesh. Journal of Business, 35(2).

Srivastava, N. A., Chatterjii, A. T., & Ahlawat, R. Apparel Merchandiser Skills Requirement
Analysis in Branded Ready Made Garment Industry.

Li, G., Li, G., & Kambele, Z. (2012). Luxury fashion brand consumers in China: Perceived
value, fashion lifestyle, and willingness to pay. Journal of Business Research, 65(10), 1516-1522

Consumer Behaviour Towards Branded Clothes

https://www.ukessays.com/essays/marketing/consumer-behaviour-for-branded-clothing-marketing-
Indian Textiles and Apparel Industry Analysis – Ibef

https://www.ibef.org/industry/indian-textiles-and-

apparel-industry... essay.php

70
ANNEXURE

71
 QUESTIONNAIRE

To study the consumer preference towards branded clothes(Males) in bareilly city

1.Email:

2.Name:

3.Age group
a.0-10
b.10-15
c.16-20
d.21 and above

4.What is your annual household income?

a.less than 2,50,000
b.Rs 2,50,000-Rs 500,000
c.Rs 500,000-Rs 10,00,000
d.Rs 10,00,000 and above

5.What is your occupation?

a.Student
b.Businessmen
c.Servicemen
d.Self employed
e.Others

6.When do you buy Apparels?

a.Regular
b.Occasional
c.Offer
d.Other

7.What is the frequency of purchase of fashion apparels?

a.Once in 3 months
b.Once in 2 months
c.Once in a month
d.More than once a month

8.Do you purchase online?

a.Yes
b.No

9.Average  monthly expenditure on new fashion apparel?

a.0 to 500 INR
b.501-1000 INR
c.1000-1500 INR
d.Above 1500 INR

10.Any preferred brand for fashion Apparels? :

____________

72
11.If yes,reason for preference
a.Brand loyalty
b.Quality
c.Availability
d.Style
e.Value for money
f.Others

12.Where would you buy these Apparels from?

a.Malls
b.Shops
c.Super Markets
d. Online
e. Others

13.Will you intend to purchase the same brand that you have previously purchased?
a.Yes
b.No
c.Maybe

14.Do you recommend brands that you have purchased?

a.yes 
b.no
c.maybe

15.How much importance do you give to each of these parameters on a scale of 1 to 5 before buying
apparel?
                           1.      2.       3.        4.          5
Price            
Aesthetics
Quality
Comfort
Brand
Style
Durability

16.From where do you get aware about clothing brands?

a.Media
b.Shopping Malls 
c.Posters
d.Newspapers or magazines
e.Others

73