A Study of Buying Preferences of Readymade Garment Customers in Indore City

A study of buying preferences of Readymade garment customers in Indore City
CHAPTER 1: INTRODUCTION
1.1: Conceptual Framework
The main purpose of taking this project is to carry out a research on the buying preferences of clothes with the people of Indore city. Indore has transformed from being a traditional counter shop hub to super stores, shopping complexes and now the mall culture is taking over the minds of the people. This project helped to study the minds of people and analyse the trends of their shopping clothes. This involved study of the various categories of people, that is, people who buy from streets, and those who are inclined towards the super stores and malls, and whether they prefer to change their buying preference to the other side. Indore, being the commercial capital of the state, and close to be a metro, variety of people reside in this city, ranging from the crowd of the streets of Rajwada, Sitlamata Bazaar, which have the glimpses of the traditional Malwa culture, from the high end posh colonies of Vijaynagar, which comprises of majority of the population visiting shopping malls. The prime aim of the present day college students is to look good and trendy. For the same they prefer getting the latest trends of the market and this is one of the major reasons of success of the big brands in the malls as they keep updating their fashion as per the prevailing trends. Also, the time to time off-seasonal and festive discounts and benefits on fashion stuffs and accessories attract more and more crowd in malls and mega stores these days. One of the reasons why there is still an inclination of the middle income group towards traditional cloth stores of Rajwada, Sitlamata bazaar, Cloth markets etc., is that they give considerably lower prices than the brand outlets in the shopping malls, but the quality of such cheaper stuff is always a question which is difficult to answer. But, stores like Fashion at Bigbazaar, Max retail, Reliance trends etc., are a tough competition to the local stores with their economic prices and a better quality than these shops.
A disadvantage of the mega stores over the traditional stores is about the hospitality and lack of personal attention to each customer, as compared to shops of Sitlamata bazaar or other local markets, where the shopkeepers treat each client as a guest and show the latest designs personally with affection; whereas the items are displayed in hangouts and people themselves have to choose from the available alternatives, and then queue at the lines on the billing counter of the multidepartment stores-where they get every thing under single roof. This project will help to judge the better option for buying clothing with different aspects and studies on different consumer segments. The readymade garment sector in Indore has seen a diverse change over the last decade or so. Due to the emergence of various malls and thus developing a so called mall culture along with major MNC apparel brands launching their factory outlets and consumer retail stores in different posh locations of the city, the consumers, especially the youth and mid age segment now has varied options to choose from in quite economic range with quality and trust of a reputed brand. Textile or garment industry is the traditional business of the region and it is still an integral part of Indore economy. There are a number of textile mills in the region and Indore still is the bastion of wholesale garments. There are a number of firms involved in export of textile and such business firms contribute a lot to the development of Indore economy. The Dhar Textile Mills Ltd. is an example of a textile processing company located in Indore, M.P. The company has fully integrated manufacturing facilities from spinning, weaving, dyeing, processing, and printing to finishing. It offers a diverse product range which includes heavy fabric for bottom wear, uniforms, work wear, outerwear, light fabric for top wears, night wears, made ups and home furnishing. Pratibha Syntex Private Limited is another such example, located at Dhar near Indore; the company is a manufacturer and exporter of industrial yarn, fabrics and garments. But in this generation of globalisation and liberalisation, with the removal of entry barriers and major international players coming to the country with their luxury brands and products, the traditional mills are losing their importance and as a result many old mills are now a talk of the past; with only few manufacturing units remaining in the city, and most of the apparel and garment sales are taken over by the major apparel brands of the other nations.
The Readymade garments industry is increasing day by day due to changes of fashion in day to day life. The readymade garment industry in India owes its existence to the emergence of a highly profitable market for exports. Ready-made garments account for approximately 45% of India's total textile exports. They represent value added and less import sub sector. In the recent years, however, the domestic demand has also been growing rapidly. The changes in the life style since the onset of the liberalization era, and given the base of the industry for the overseas market, Indian garments industry have taken big strides. The entry of the Indian and global fashion designers has stimulated the market further. With the rising tailoring costs and relatively low prices of standardized products, the Indian consumer is increasingly shifting to readymade garments. In the past, the readymade market was confined mainly to baby dresses and small manila-shirts and dress shirts. Now it has extended to trousers, suits, and lady dresses and, of course, fashion garments for men and women. Readymade garments of specific brands have become not only a status symbol; these have brought a more contemporary style in offices as much as in social circles. Franchised boutiques have been established as tools for brand and image building. The garment industry categorizes into many segments: Formal wear and casual wear Women's dresses Men's and kids wear Suits Trousers Jackets and blazers Shirts Sportswear Tee-shirts Denims Neckwear Undergarments (men's and women's) Knitwear Saris
Denim is graded in clearly defined weight classes. Lightweight denim (cambray) is used in shirts and blouses. Heavy classical denim is used to make trousers, jackets or coats. The market segmentation by price differentials is also notable: High-end for the affluent, Medium priced for the core and high middle classes, Low-end for the low and core middle class.
Of the entire industry volume of about 5 million tonnes, polyester and polyester filament yarn account for about 1.7 million tonnes, and acrylic, nylon, and viscose taken together for 300,000 tonnes. The balance is represented by cotton textiles. The Indian branded garment market, which is estimated at over Rs 185 billion, accounts for 25% of the Rs 745 billion readymade market. Following the entry of several new brands, the branded segment has grown at 25% annually. This represents a shift from unbranded to the branded segment. The market for mens innerwear is estimated to be worth Rs 25 billion, with branded market valued at Rs 7 billion. The Lead Players & Alliances in this sector globally includes Maxwell Apparel Ind., Lovable, USA, Page Apparel Mfg., Jokey Intl., USA, etc. Some of the major leading brands include Arrow, Allen Solly, Van Heusen, Louis Phillipe, Park Avenue, Zodiac, Lee, Excalibur, Flying Machine, Ruf n Tuf, Newport, Peter England, Louis Straus, Stencil, Wrangler, Rod Lever, etc. The textile industry occupies a leading position in the hierarchy of the Indian manufacturing industry. It has witnessed several new directions in the era of liberalization. While textile exports are increasing and India has become the largest exporter in world trade in cotton yarn and is an important player of readymade garments, countrys international textile trade constitutes a mere 3% of the total world textile trade.
1.2: History and development

The 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 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. India has a wide range of textiles of varied designs and manufactured by numerous techniques when compared to other countries in the world. The styles depend upon the location of the place, climatic conditions, cultural influences and trade contacts. The varied topography of India from the snowy mountains to the rich river valleys and from the lush forests to the arid deserts as well as the various cultures brought down here from the invaders have influenced the growth of a number of textile weaves. Following are the major works on fabrics found in India since the ancient times: 1. Cotton The Indian subcontinent is the home for the Cotton crop. The art of weaving and dyeing of cotton was known in India some 5000 years ago. This has been established by the fact that some cotton fragments have been unearthed from the Harappa area. Cotton fabrics are woven almost throughout the length and breadth of India. The cotton saris of West Bengal are called Jamdani and they follow the traditional patterns. Twisted yarn is closely woven together and so the saris are more lasting. Initially the Jamdani saris were woven for the nobles of North India. Now this art is still practiced in Tanda and Varanasi. This inlay technique is fully indigenous. This Jamdani technique of patterning is found in the cotton centers of Venkatagiri in Andhra, Morangfi in Manipur
and Kodialkarruppar in Tamilnadu. From the textile city of Coimbatore and Tirupur Cotton T-shirts are made and exported through out the world. 2. Silk In India, Varanasi is one of the most famous silk weaving centers. Originally, it produced cotton and was a cotton-weaving center. Silk weaving started in Varanasi for producing saris, Dhotis and chaddars for use in worship. Later with the growth of trade and demand for silk fabrics, it began to produce a variety of textiles in silk for personal uses. The specialty of the region is the heavy gold brocade, which has an extra weft of rich gold thread running across the warp threads. 3. Tie and dye India has a great variety of Bandhani, tie and dyed fabrics. This form involves a good mastery over dyeing. The fabric is first degummed and dipped in a mordant so that it absorbs the dye. Then the basic divisions of areas, borders etc are carried out. The technique is quite simple. In India, the important centers noted for this technique are Saurashtra and Kutch in Gujarat and Rajasthan state. Bleached cloth is folded lengthwise and then widthwise into four folds. One side of the width, which has the two ends of the sari, has the intricate patterns of the Pallu, while the border pattern runs down on one side. The patterns on the body are then distributed all over the surface. The dyer indicates the designs to be tied. Then tying the cloth into tiny knots creates the outline of the pattern. Womenfolk generally do the tying works. The method of hand printing of textiles is found all over India. The important cotton printing centers are in the desert regions of Gujarat and Rajasthan. Alizarin, indigo and many vegetable colors are used for hand painting in these regions. Various methods of printing like direct printing, resist printing and screen-printing are practiced in India. In a method called Kalamkari, the cloth is painted by using a pen with dyes and mordant. This method is widely popular. Direct printing is popular throughout India and it involves a bleached cotton or silk fabric printed with the help of carved wooden blocks. In hand block printing around three or four
colors are used. In the resist method, a paste is made up of different materials and it is used for the printing areas, which are required to resist the dye. The fabric is then immersed in the dye. 4. Batik work Batik is a medium that lies somewhere between art and craft, and is believed to be at least 2000 years old. The Batik technique is a development of resist printing. The fabric is painted with molten wax and then dyed in cold dyes after which the cloth is washed in hot water. The wax melts and the pattern emerges. The effect of this resist technique is soft and subdued and the outlines are not clearly defined. The basic process of batik is simple. It consists of permeating an area of fabric with hot wax so that the wax resists the penetration of dye. If the cloth we begin with is white, such as bleached cotton, linen, or silk, then wherever we apply hot wax that area will remain white in the final design. After the first waxing the fabric is dipped into a dye bath whose color is the lightest tone of those to be used. When the piece has dried, we see an area of white and an area of cloth that is the color of the first dyeing. Wax is now applied to those parts in which we wish to retain the first color, and the entire fabric is immersed in the second dye bath whose color is darker in tone than the first. This process is repeated until the darkest tone required in the final design has been achieved. When the fabric, now almost wholly waxed, has dried it is placed between sheets of absorbent paper and a hot iron applied. As the sheets of paper absorb the wax they are replaced by fresh sheets until the wax is removed. At this point the final design is seen clearly for the first time. 5. Hand printing Hand printing is practiced in Jaipur, Sanganer, Bagroo, Apli and Barmer in Rajasthan. In Gujarat, Mandvi, Dhamardhka, Mundra, Anjar, Jamnagar, Surrendranagar, Jaitpur, Ahmedabad, Baroda and Deesa are the important centers of printing fabrics. Mandvi and Anjar in Kutch district of Gujarat use both direct printing as well as resist printing.
Delhi has many printing establishments, which cater to both the internal and the external markets. Farukhabad in Uttar Pradesh is an important printing center and it produces bed covers, curtains, and hangings for Export. 6. Folk embroidery In India, folk embroidery is always associated with the women folk. It is a form of their selfexpression. They create patterns that are connected with their native culture, their religion, and their desires. In short, the pieces mirror the daily life of the people. Women embroider clothes for their personal use, for their children, their husbands, the elderly members of the family, etc. The people connected with the pastoral occupation prepare embroidered animal decorations. Decorative covers for the horns, forehead etc, for the bulls, the horses, etc are prepared. The Rabaris of Kutch districts in Gujarat do some of the finest embroidered decorations for the camel. Embroidered pieces are also prepared for use during festivals, marriages and other important social functions. The embroidered or appliqu work called Dharaniya is an important decoration for the homes of Saurashtra and Kutch people. Embroidered Torans are put on the walls during festivals. Long Pattis, running embroidered strips cover the rafters.
1.2.1: Indian Weaving industry

Indian Weaving industry has traditionally been one of India's thriving sectors of mass employment. Abundant raw materials and an unlimited supply of cheap labor have contributed to its success. Due to the international trade liberalization and domestic economic reforms there has been a major impact on the Indian Weaving Industry. Handloom weavers who make traditional items such as saris, dhotis, bed sheets and shawls have been hit the hardest and contribute to the production. Out of the 38 million people employed in the weaving industry 12.4 million, or close to 33%, are concentrated in this declining part of the sector. The majority of them are low caste and extremely poor, working in small family units. More than 40 % of weavers are women. The Banarasi silk saris made in Varanasi are very much famous for centuries for their luxurious, intricately designed cloth. These were a must have for all Indian weddings. More than 600,000 weavers live in Varanasi and nearby districts, weaving mainly for the domestic market. During 1990's, the silk handloom weavers who make the Banarasi saris have seen their fortunes vanish. Trade liberalization is been the driving force of economic globalization, pursued relentlessly by rich nations and international financial institutions at the expense of the poor of the world. Brocade weaving, especially with gold and silver, has been an age-old tradition in India. There are two broad classes of brocades. Brocades of pure silk or silk and cotton blends and zari brocades with gold and silver threads. The most important material in brocade weaving is silk. It facilitates lovely weaves, is durable, strong, fine and smooth. There are several varieties of raw silk of which the chief ones used for brocades are Tanduri, Banaka and Mukta. Tanduri is imported from Malda and other places in Bengal. Banaka is thinner and finer variety and is mostly used to weave soft fabrics such as turbans and handkerchiefs. Mukta is a coarse and durable silk used for kimkhabs, a fine silk would not withstand heavy gold patterns. India had numerous trades with the outside world and Indian textiles were popular in the ancient world. Indian silk was popular in Rome in the early centuries of the Christian era since olden days. The Hoards of fragments of cotton material originating from Gujarat have been found in the Egyptian tombs at Fostat, belonging to 5th century A.D. Cotton textiles were also exported to China during the heydays of the silk route. Silk fabrics from south India were exported to
Indonesia during the 13th century it self. India also exported printed cotton fabrics or chintz, to European countries and the Far East before the coming of the Europeans to India. The British East India Company also traded in Indian cotton and silk fabrics, which included the famous Dacca muslins. Muslins from Bengal, Bihar and Odisha were also popular abroad. Woolen Weaves The shawls of Kashmir are well known throughout the world. They are made of superfine quality wool with intricate designs and excellent workmanship. They are reputed in the international market for several centuries. Kashmir makes a range of shawls like the Kani shawl, the double colored pashima, the soft Santoosh, the majestic woolen shawl, the Dhussa, the men's long shawl with its woven border and the fine Ambli or embroidered shawls. Kashmir is known for the Kani shawls for several centuries. The Aini- Akbari, written during the reign of Akbar mentions it and says that during the 18th century merchants used to come from all over the world to purchase it. They were worth their weight in gold then. The designs of the shawls are very complicated, that individual craftsmen prepare small pieces of the shawl and then later they were joined together. Embroidery is also a fine art of the Kashmiri people. The double-sided shawl called Dorukha is a fine piece, in that, the right side cannot be differentiated from the wrong side. In the Aksi shawl, the design is produced on one side by splitting the warp threads into half, leaving the other side plain or embroidered with another pattern. The Santoosh woolen shawls are made from special wool, which is taken from the underside of the wild Pashima goats, which are found at high altitudes of the Kashmiri hills. The wool is first collected, sorted and then spun by hand by experts and then woven. The finished product is light and extremely warm. The Himalayan region also produces many other varieties of shawls and tweeds for local usage. The shawls carry motifs inspired by the Buddhist traditions, the swastika, etc.
10
1.2.2: Indian Garment Industry

Indian sub continent is the second largest manufacturer of garments after China being the global leader in garment production. India is known for its high quality garments for men and most of the garment manufacturers are in the Small and Medium scale industry. Indian men's clothing industry has been growing steadily over the past few years, this has been possible owing to the Indian male becoming more fashion conscious, and hence there is more consumption which has increased global demand of men's garments by the rest of the world. Indias Garment Industry is a well-organized enterprise and is among the best in the world. It constitutes of designers, manufacturers, exporters, suppliers, stockists, and wholesalers. Indian Garment Industry has carved out a niche in the global markets and earned a reputation for its durability, quality and beauty. Todays changing consumer preferences buying branded apparel and fashion accessories, major boom in retail industry, people shopping at department and discount stores, shopping malls, with rising disposable incomes, government policy focused on fast-track textile export growth, and ambitious goals have created several investment opportunities in India. India Garment Industry has an advantage as it produces and exports stylish garments for men at economical prices due to cheap labour rates. Today, by the means of technological advancement and use of sophisticated machinery it has enabled the manufacturers to achieve better quality and well designed garments. Indias Garment Industry has been rapidly growing in last few years. Exports have been rising as there is an increase in orders from global buyers accompanied by a rise of investments in the garment sector of the country. The Garment Industry is of major importance to the Indian economy as it contributes substantially to Indias export earning, it is estimated and analyzed that one out of every six households in the country depends on this sector either indirectly or directly for its livelihood. From all over the world the Retailers also increasingly come to India attracted by low production costs. The large brands among them are Wal-Mart, Tesco, and Marks & Spencer. Government has even made effort to include benefits for Garment Industry. The annual plan for 2007-08 formulated by Indian government initiated the promotion of the textile sector, includes schemes for attracting foreign direct investments, brand promotion through public-private
11
partnership (PPP) for global acceptance of Indian brands, trade centres for facilitating business and image building, fashion hubs as a stable marketplace for Indian fashion, common compliance code for creating apparel standards for the benefit of buyers, and training centres for developing human resources. Indian garment industry`s has a decentralized production structure - subcontracting, which is low risk and low capital-has served the industry well but has excluded Indian products from the mass market for clothing, which demands consistent quality for large volumes of a single item. Today India is booming with fashion and lifestyle, with the organized retail trade growing at a rate of 30% per annum. The Indian apparel or Indian garment industry is pegged at more than 90,000 crores with nearly 13% growth per annum. The men's garment or clothing segment constitutes nearly 45 % of the total apparel market and growing at a constant rate each year. The share of organized branded segment in men's wear is fast increasing in the Indian apparel market. Indian Garment Sector earns high export revenue, it has witnessed substantial profit accruing to retailers and Indian manufacturers are reflected in garment workers' wages. In urban India, the women commonly wear salwar kameez and the churidar kameez, is worn by women who go to work and thesaree is worn on formal occasions. Men wear kurtas and pajamas, or a sherwani for formal wear. Western wear such as shirts and trousers are commonly worn by men across India. Jeans, T-shirts, capris, bermudas are the kind of casual clothing worn by the young and the young at heart, who are the trendsetters of fashion in India. Since the last decade the Indian fashion industry has moved from the embryonic stage to a blossoming take-off. Fashion designers have contributed immensely to the spread of fashion as a driving force, both among Indian consumers and select segments of Western markets. India can now boast of dozens of leading fashion designers, who can match any European fashion designer in their concepts, styles and designs. Ritu Beri, Rohit Bal, Ritu Kumar, Abraham and Thakore, Deepika Govind, Gitanjali Kashyap, Indira Broker, J.J.Valaya, Lina Tipnis, Manoviraj Khosla, Pavan Aswani, Payal Jain, Ravi Bajaj, Rina Dhaka, Sharon Leong and Chandrajit Adhikari, Shaina NC, Sonali and Himanshu, Wendell Rodricks, Anna Singh, Ashish Soni, Jatin Kochar, Madhu Jain, Manish Malhotra, Ravi Bajaj, Salim Asgarally and Tarun Tahlliani top the growing list of reputed fashion designers in India
12
In 2006, Indias textile industry (including garments) contributed 14% to industrial production, 4% to GDP, and 17% to export revenues which directly employed 35 million people including women and backward classes. Apparel exports totalled Rs 50,479 crore in 2009-10 compared to Rs 50,293 crore in 2008-09. The proliferation of fashion-based programmers on the satellite television channels has increased the consciousness of the average Indian masses about the changing trends in the global fashion. This industry is also generating a lot of business and becoming a booming industry for generating a lot of jobs for people. More and more fashion training institutes and fashion corporations are cropping up. Many national and international brands are establishing themselves in Indian market. The mall culture has immensely helped in the growth of our fashion industry. Thus, globalization has completely changed the face of our Indian fashion industry. Talking about the most trending apparel in modern times, the Denim was invented some centuries back in France. India remained connected to Denim throughout the period of its use in some way or the other. But actual denim entered the Indian market only during the early eighties. It was first introduced by Arvind Mills in India (1986). The period from 1990 to 2000 was the growing period for denim in India. It attained immense popularity during this time in the country. It was getting quickly popular in the urban areas of India amongst the wealthy masses. Other than Arvind Denim, Mafatlal Denim, and KG Denim (Indian brands), many international brands also made its way into the country during this period. Flying Machine, Levi Strauss, Lee, Wrangler, Pepe Jeans London, and others gave a tough competition to Indian brands. India manufactures almost 500 million meters of denim every year. It sells a limited portion of the product inside the country. The rest is exported. Its demand and production is expected to increase in the near future. Popularity of denim is based on the customer's desire to show off. Jeans would give them a feeling of style icon, and as a part of the fashion host. It is the general nature of a consumer to wish for an ego boost. As fashion trends keep changing at the drop of a hat, manufacturers and retailers are under constant pressure. Manufacturers need to come up with innovative styles, and concepts to capture the shoppers' attention, and retailers need to keep abreast of the current fashion trends, and customer preferences, and fill their store rack accordingly.
13
Fashion trends tend to spread rapidly, even crossing the country's boundaries; at times. The desire of customer's to look and feel good is reflected in their clothing choice. This is cashed in by the customer centric retailers, targeting customers who are ready to shell out a fortune in buying branded clothing. Top leading Apparel manufacturing Companies- including Indian and Foreign brands operating in India: Allen Solley Arrow Arvind Brands Ltd Biba Blackberry Bossini Calvin Klein Jeans Celio Clothing Code Color plus Denizen Esprit Flying Machine Future group- Fashion at Big Bazaar Globus stores Pvt Ltd Gokalda Group Indian Terrain John Miller Lacoste Landmark Group Lee Lee Cooper Levis
14
Louis Philippe Madura Garment Max fashion Retail Murjani Group Pantaloon Retail India Ltd Park Avenue Pepe jeans Peter England Provogue India Ltd Pyramid Retail Ltd Reliance Retail Ltd Shoppers Stop Spykar jeans Tata Trent; Westside The Raymond Group Tommy Hilfiger United Colors of Benetton Van Heusen Wills lifestyle Wrangler Zodiac Clothing
15
1.3: Challenges
The entry barriers for the other players in the processing of cotton fabric are very strong as textile industry has an essentially long gestation period both in terms of stabilization of production facilities as well as product. Indians are recognized all over the world for their sense of fashion; the fashion statement is not only limited to celebrities but applies for the common masses as well. For the garment industry in India, industrialization has proved to be a blessing. Complying with the changing tastes of people and evolving market trends, the garment manufacturers in India are continuously striving to be innovative. India is engaged in heavy export of garments to the international markets. According to a study conducted by the Confederation of Indian Industry (CII) and McKinsey & Company, India is expected to witness a seven-fold increase in its exports over the next decade. One of the sectors to be benefited is the apparel sector. The garment industry in India is completely self-dependent; right from manufacturing of fibre to finished garments, everything is done in the country itself. Factors such as buyers are in town and a heavy booking season affect garment exporting businesses in India. Buyers in town hints at the demand of the garment segment among people and a heavy booking season implies the peak time for shopping apparels and garments. With the early signs of recovery from the recessionary pressures, international fashion chains are queuing up to India. Indian garment manufacturers and exporters are adept at guessing whats in and whats out, when it comes to garments. New sources of raw materials, designs and ideas go into the manufacture of readymade garments that help in increasing sales and maintaining a sense of uniqueness. India has already made a name for itself as far as manufacturing of readymade garments is concerned. There are some factors that go into the Indian garment industrys favour such as costeffective procurement of raw materials, inexpensive skilled labour and quick adjustment to the kind of apparels that have potential to sell. Indian readymade garment industries rely on the aforementioned factors for growth prospects in future.
16
However, the garment industry in India faces stiff competition from countries such as Bangladesh, China and Vietnam. There is a pressure on the Indian garment industries to produce finished garments at lower costs to survive the cut-throat competition. Today, around 45% of the total textile exports in India account for ready-made garments. There are various international brands which source readymade garments from the Indian markets. The future of the garment industry in India does not look bleak; on the contrary it is quite promising. The Indian garment industry alone provides employment to thousands of people, a high percentage among who are young women. Therefore, the significance of the Indian garment industry cannot be ruled out when it comes to employment generation and foreign exchange generation. The growth in the garment industry will boost the growth of Indian economy. At present, India is being considered as the next pioneer country in the readymade garment export business. It is noticed that foreign buyers are keen on dealing with Indian garment exporters. In the face of such demand, Indian garment manufacturers and exporters constantly have to maintain high quality in finished products and continuously provide variations in style and design to attract the attention of prospective buyers. A major improvement in weaving efficiency has been brought about by developments in spinning technology which has enabled production of yarn of higher quality. A major share of the looms installed in composite mills is now of automatic looms. However, auto-looms installed in the decentralized and power loom segments are small in number. Shuttle-less technology, direct wrapping, use of splicing technology, automatic doffing and knotting systems provide help to increase mill productivity. Speed of the auto-looms or shuttle-less looms is 60% higher than that of non-auto-looms. The textile industry has managed to modernize the spinning sector but there is a long way to go on the weaving front. India's power loom sector has over 10,000 shuttleless looms as compared to 150,000 in China. The lead players in the Indian industry include Bombay Dyeing, Arvind Mills, Century Textiles, Coats Viyella, Morarji Gokuldas Spinning, JCT, Hindustan Spinning, etc.
17
1.4: Current Scenario

The organized market for designer apparel is about Rs 250 crore and designer wear calculates to less than 1 % of the apparel market. The global market for designer wear is 5 % of total apparel market and the global market for designer wear industry is largely dependent on the small-scale sector. Consumers for designer wear have a yearly household income of Rs 10 lakh-plus. There are 3 lakh such households developing at 40-45 %. Designer wear industry is projected to increase to Rs 1,000 crore by 2015. More than 81 % of the population below 45 years of the age is fashion conscious Today the fashion designers and management experts foresee an average growth of about 10-12 % for the Indian fashion industry in the coming years. Though, the growth rate could be more than 15%, if infrastructural and other logistical bottlenecks and drawbacks are over come, Indian fashion design industry is expected to grow much faster than projected (Rs. 500 cr.) and likely to touch Rs.750 cr. by 2012 from the current level of Rs.270 cr. because Indian companies are heavily investing big sums in the industry, consumers are increasingly shifting focus towards designer wear, exposure to western media and readily available of designer wear in the shopping malls, according to The Associated Chambers of Commerce and Industry (ASSOCHAM). In southern Indias Tirupur town, young girls are lured to work in the garment industry with a promise of golden opportunity to earn their own dowry at the end of a three-year apprentice period. Garment industry of Tirupur projects a turnover of Rs 10,000 crore this year, down from Rs 11,000 crore in 2006-07, due to the depreciating dollar prices. The industry employs 400,000 workers regularly and an additional 500,000 seasonally where most of them women and teenaged girls. The Indian Garment industry is today modernized via an exclusive scheme, which has set aside $5bn for investment in improvisation of machinery. International brands like the Levis, JC Penny, Wal-Mart, Gap, Marks & Spencer and other industry giants are sourcing more and more fabrics and garments from India.
18
According to a study China and India will be major gainers. India could increase their share from present 8 % in US textile market to 13.5% and from 3% to 8% in US Garment market. Morgan Stanley has projected India to be one of top three exporters of textile and garments. Indian Cotton Mills Federation study has estimated Indian textile exports to reach US $ 40 Billion by 2010 and 12.5% share in the Indian Commodity export basket However, the garment industry in India faces stiff competition from countries such as Bangladesh, China and Vietnam. There is a pressure on the Indian garment industries to produce finished garments at lower costs to survive the cut-throat competition. Today, around 45% of the total textile exports in India account for ready-made garments. Garment Industry in India is looking at achieving an export target of $25 billion- an Apparel Export Promotion Council (AEPC) official said. The industry today would need an additional 1.5 million people. This would generate further employment opportunities for this sector. An investment of Rs. 35000 crore in terms of related infrastructure is required. AEPC plans to set up 50 training centres besides the 22 centres it has at present across the country. 1.4.1: Luxury Apparel Brands Betting Big on India There are huge expectations woven around the likely permission for FDI in retail sector in India. But even before that happens, there has been a flurry of activity on the part of international retailers to set up their shops here. Around that time top global luxury brands consolidated their position in India and right-sized their businesses while Indian consumers continued splurging on them. In fact, many top brands were lured into the Indian market. According to latest CII-Kearney study (2011), the luxury market in India has shown a robust growth of 20 per cent over the past year and is estimated to be nearly Rs. 28,500 crores. Luxury products grew by 29 per cent, services 22 per cent and luxury assets rose by 13 per cent. Interestingly, the growth is taking place even beyond the metros in cities like Pune, Chandigarh, and Hyderabad which have a large population with high disposable incomes. Analysts say that by 2020, about 200 stores of Italian luxury brands are likely to come up in India. For example, DLF Retail and Reliance Brands are in talks with Moet Hennessy Louis Vuitton (LVMH)-owned
19
beauty retailer Sephora. LVMH is already on an expansion spree and has launched a $650 million private equity fund called L Capital Asia dedicated to market top consumer brands, lifestyle concepts, beauty and wellness. Jimmy Choo and Altagamma among others are looking at spreading wings in India. Angela Ahrendts, CEO of Burberry says her company is well placed to capitalise on India's growing luxury market and plans to move as fast as they can. Burberry has seven stores in India, which according to Ahrendts is currently the fastest growing luxury market in the world. Similarly, Louis Vuitton is bringing in three premium brands which include beauty retail chain Sephora, Singapore fashion company Sincere and Hong Kong-listed Emperor Watch and Jewellery. Sephora has over 250 brands under its umbrella, Dior, Aquolina, Diesel, Clarins, D&G, Evian and Canali, and is planning to open around 50 stores in the next couple of years. Louis Vuitton is also investing $25 million in its brand Charles and Keith in India by opening 40 to 50 new stores. The company is strengthening its presence in India and will spend over $25 million in expanding C&K in Chennai, Kolkata, Bangalore, Lucknow and Ludhiana. Swedish fashion retailer Hennes & Mauritz, American high street casual wear brand Brooks Brothers and Italian luxury apparel player Emilo Pucci are likely to start operations in India soon. Luxury watchmaker Cartier recently announced the expansion of its distribution network in India. No wonder, this is just a beginning where the big boom is waiting to happen. Many other brands are also planning to increase their footsteps by opening more stores within metros and looking at retail spaces beyond the metros. Most of the brands are also keen on expanding. Genesis Luxury operates stores on behalf of Canali, Paul Smith, Cavalli, Bottega and Jimmy Choo. It has also started a joint venture with Burberry. Several mills have opted for modernization and expansion and are going in for export-oriented units (EOUs) focused on production of cotton yarn. It has passed through cyclical oscillations and at present, it is witnessing a recovery after a downturn.
20
1.5: Advantages, Present statistics and Future

South Asia comprising of India, Pakistan, Sri Lanka and Bangladesh is emerging as a keysourcing destination, after China, for most of the retailers/brands. South Asia, as a region is the second largest beneficiary of quota abolishment. South Asia has increased its market share in both US and EU. In south Asia as a region India has some inherent advantages like: Availability of Raw Material: India produces lot of cotton to cater to domestic as well as exports market. In addition India has also developed some large man-made fiber capacities. Spinning, Weaving and Garmenting Capacities: India has large capacities in Spinning, weaving as well as garmenting facilities. India in the recent past has witnessed a lot of investments happening in Textile and Apparel industry. Low Cost Advantage: India has the advantage of being one of the low cost producer in terms of labour cost. Complete bouquet of textile and apparel on offer: India offers an entire bouquet of textile and apparel to the buyers. Indian sub continent is 2nd most competitive as a sector and India has the potential to lead the race. According to Technopak Advisors, a retail consultancy, the entire textile and apparel industry (2010 estimates), including domestic and exports, is pegged at Rs 3,27,000 crore and is expected to grow by 11% to Rs 10,32,000 crore by 2020. Currently menswear is the major chunk of the market at 43% (Rs 72,000 crore) and is growing at a compounded annual growth rate (CAGR) of 9%. The menswear market in India is the fastest growing apparel segment. The India Menswear Market Analysis 2010-2014 by Venn Research found that total revenue from menswear was $11.8 billion in 2009, representing a CAGR of 8.6% from 2005 to 2009. Industry estimates peg the formal suits, jackets and blazers segment at Rs 4,500 crore. Clearly the men want to look elegant.
21
The men's apparel is more westernised unlike women where even in the high-end you would see many of them opting for Indian wear. Hence, standardisation of products is simpler and easier. Then again, the men have always been the prime spenders and are now finding avenues to explore. Even in case of equal spending power, by nature women might buy more jewellery while men show a preference for technology and apparel, men are fundamentally quick shoppers. They take faster decisions and have more brand loyalty. The westernised wear does offer more standardisation for men than women, not only for style but for colours too. In terms of sizes and specifications, men's ready-to-wear is simpler and unlike women wear, there are fewer attributes to customise. Over the past few years, men under 25 and over 35 have become a major consumer base for luxury ready-to-wear. There's a marked shift from tailoring to ready-to-wear brands. "With an increase in disposable income and a greater brand consciousness, the market is set to double over the next few years. The demand is shifting from simple business wear to lifestyle wear with occasion-based formalwear. The men's ready-to-wear gets a new sheen and spin thanks to a host of luxury brands available. Gucci, Hugo Boss, Salvatore Ferragamo, Armani, Versace, Brioni, Ermenegildo Zegna, Canali, Corneliani, Alfred Dunhill, Cadini, are all in the race to clothe the new sartorially savvy Indian man. Employment Opportunities Indian Garment Industry is closely connected to the fashion industry and grows hand in hand. With these even opportunities for the employment is also increasing to a larger extent. These high levels of fashion consciousness has created the need for candidates who are highly productive, efficient and have a passion to create new designs and give way to creativity. This Industry demands and requires both skill and diligence. India is an ultimate combination, like it has a matured garment industry for a long time along with a vast trained manpower. Some of the key areas to work are related to design and manufacturing, merchandising, import export according to the government policies, freight and shipments etc. work as designer, or a start up a business in the local market and expand the business to the others areas of the national market. A table in the coming page suggests the number of persons that were intended to be employed over the years and in year the 2010; textile industry is a major contributor there.
22
Table 1.1 Number of persons intended to be employed The above table sourced from the India yearbook 2011, shows that amongst others, the highest percentage of employment growth opportunities are in the textiles sector. Global luxury apparel market foresees strong growth and is predicted to grow and reach USD2.4 trillion by the end of 2012, and USD 3.22 trillion by 2017. The industry has several thousand companies targeting numerous customer segments. Manufacturers face fierce competition, and hence need to invest heavily in differentiating their merchandise, and marketing efforts. Luxury market is always dynamic, and getting more luxurious. Overall all customers; generally are willing to pay a premium price for brands.
**************************
23
CHAPTER 2: LITERATURE REVIEWS

The following literatures were reviewed before initiating this research work:
2.1: The Textile and Apparel Industry in India

By: Pankaj Chandra; Indian Institute of Management- Ahmedabad (April 2006) Introduction: The history of textiles in India dates back to the use of mordant dyes and printing blocks around 3000 BC. The diversity of fibres found in India, intricate weaving on its state-of-art manual looms and its organic dyes attracted buyers from all over the world for centuries. The British colonization of India and its industrial policies destroyed the innovative eco-system and left it technologically impoverished. Independent India saw the building up of textile capabilities, diversification of its product base, and its emergence, once again, as an important global player. Abstract: Today, the textile and apparel sector employs 35.0 million people (and is the 2nd largest employer), generates 1/5th of the total export earnings and contributes 4 per cent to the GDP thereby making it the largest industrial sector of the country. This textile economy is worth US $37 billion and its share of the global market is about 5.90 per cent. The sector aspires to grow its revenue to US $85bn, its export value to US $50bn and employment to 12 million by the year 2010 (Texmin 2005). 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 3040 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 mn people. According to our estimate, the total value of production in the garment sector is around Rs.1, 0501,100 bn of which about 81 per cent comes from the domestic market.
24
The value of Indian garments (eg. saree, dhoti, salwar kurta, etc.) is around Rs.200250 bn. About 40 per cent of fabric for garment production is imported a figure that is expected to rise in coming years. Conclusion: Competitive strategies are developed by sector level firms and its their individual and collective initiatives that secure higher market share in global trade. While one has to be ever vigilant of non-tariff barriers in the post MFA world, the new market will be won on the basis of capabilities across the supply chain. Policy will need to facilitate this building of capabilities at the firm level and the flexible strategies that firms will need to devise periodically.
25
2.2: Indias Textile and Apparel Industry: Growth Potential and Trade and Investment Opportunities
By: Sundar A. Shetty; Textiles and Apparel Branch- Energy, Chemicals, and Textiles Division for the Office of Industries-U.S. International Trade Commission (March 2001/ Publication 3401) Introduction: The textile and apparel industry plays a vital role in the Indian economy and is the single-largest source of foreign exchange earnings for India. Currently the industry accounts for 4 percent of GDP, 20 percent of industrial production, and slightly more than 30 percent of export earnings.1 About 38 million people are employed in the Indian industry, making it the single-largest source of industrial jobs and the second-largest overall (after agriculture). Abstract: India is the worlds third-largest producer of cotton and has the largest cotton acreage in the world. India also has an established and expanding polyester fiber and filament yarn industry. It is the worlds second-largest textile producer after China, accounting for about 15 percent of world production of cotton textiles. India is also the worlds largest exporter of cotton yarn with 20 percent of the total, and accounts for about 7 percent of world trade in fabrics. Indias share of global exports of textiles and apparel increased from 1.8 percent in 1980 to 3.3 percent in 1998. However, Indias export growth was lower than that of most Asian countries during that period. As India steps into an increasingly liberalized global trade regime, the GOI has implemented several programs to help the textile and apparel industry adjust to the new trade environment. On November 2, 2000, the GOI unveiled its National Textile Policy (NTP) 2000, aimed at enhancing the competitiveness of the textile and apparel industry and expanding Indias share of world textile and apparel exports to 10 percent by 2010 from the current 3-percent level. India, with a population of 1 billion people, has a huge domestic market. Indias middle class, currently estimated at 200 million, is projected to expand to include nearly half the countrys
26
total population by 2006. Based on purchasing power parity, India is the fourth-largest economy in the world, has the third-largest GDP in the continent of Asia, and is the second-largest economy among emerging nations. India is also one of the fastest growing economies of the world. Indias huge domestic market offers the prospect of significant growth opportunities in domestic textiles and apparel consumption, which is expected to result in increased trade and foreign investment, especially in certain product sectors. According to a 1999 study, the major growth areas for trade and foreign investment in India will be technical textiles (e.g., fabrics used in aerospace, marine, medical, civil engineering, and other industrial applications), home textiles, and apparel. Conclusion: The S.R. Satyam Expert Committee (SEC), constituted by the GOI, also identified these sectors as having the greatest growth potential and recommended various measures to promote these sectors. India is one of the fastest growing economies of the world. Although the disposable income of the majority of the Indian population is low, as the Indian economy grows, more consumers will have greater discretionary income for clothing and other purchases after meeting their basic needs.
27
2.3: Investment and Growth in Textile Industry- A supplementary report

By: Steering group Introduction: The textiles and clothing sector is the largest employer after agriculture and its importance in Indias economy is recognized for its contribution to industrial production and export earnings. During a presentation made to the Prime Minister on 23rd October, 2001, the importance of the textile sector in the national economy and the need to take urgent, time bound steps to attract investment and encourage growth in the textile sector was emphasized and an High Powered Steering Group, with Prime Ministers approval, was set up under the Chairmanship of Shri N K Singh, Member, Planning Commission to examine all issues concerning investment and growth in the textile industry and to suggest an action plan for growth. Abstract: In view of the urgency of reforms required to attract investment in this sector, the Steering Group submitted an interim report on fiscal policy for textile industry in January, 2002 and a final report in December, 2002 to enable the Government to consider fiscal policy changes and a Textile Package in the Budget 2003-04. Majority of the recommendations of the Steering Group with regard to fiscal policy were accepted and incorporated in the Budget 2003-04. Conclusion: The conclusion drawn in the meeting held at Mumbai on September 17, 2002 was discussed further and the Steering Group in its report submitted in December, 2002 recommended constitution of a Textile Industry Reconstruction Fund with a corpus of Rs.3000 crores for financial restructuring of the textile industry. Based on the recommendations of the Steering Group, Finance Minister while presenting Budget proposals for the year 2003-04 announced the Government is considering a mechanism for restructuring the debt portfolio of viable/potentially viable units in order to prevent sickness of the textile industry. Details to be decided in consultation with all the stakeholders
28
2.4: Indian Textile Industry: A Growth Perspective; a PowerPoint presentation

By: Mr. Sachit Jain; Vardhman Group- Singapore (March, 2010) Introduction: Global opportunities, domestic policy framework, manufacturing competitiveness are the major growth drivers to the Indian Textile industry. Abstract: The consolidation of textile manufacturing in Asia gives impetus to Indian Textile Industry growth. 70 % of world fiber processing takes place in Asia. China, India and Pakistan account for 60% of world fiber consumption. Though Bangladesh and Vietnam have been emerging as competing textile economies. They depend on the imported textile inputs. Global retailers prefer single point service helping integrating suppliers of textile and clothing. With removal of quantitative restrictions especially after 2002, Indias textile and clothing exports grew at a higher rate during 2002-2007 in tandem with growth in world trade in T&C. Indias T&C exports growth was lower than China, which registered 23% growth in T&C exports during 2002-2007. China exported $171 billion T&C products against $22 billion from India. It indicates missed opportunities as well as scope for future growth.
29
2.5: Indian Textile Industry: Growth & Current Scenario

By: Mr. Tanange K. R.; Assistant Professor, Department of Economics, Omkars Arts, Commerce & Science College, Gadhinglaj. Maharashtra (December, 2010) Introduction: The Indian Textile Industry, next only to agriculture in terms of production, export and employment. About one of Indias populations depends on it for their livelihood. The study of Indian textile Industry in the present era, Indias position in world textile economy, the performance growth rate in textile, development of spinning mills, trends in textile export etc. are focused. Abstract: The Indian textile industry contributes a very important role in Indian economy. It is one of the leading textile industries in the world. Through it was predominately industry even a few year back but the scenario started changing after the economic liberalization of Indian economy in 1991. The opening up of economy gave the much needed thrust to the Indian textile industry. This is now successfully become one of the largest industries in the world. Indian textile and clothing industry contributes about 4% of GDP and 14% of Industrial output and it is the second largest employer after agriculture, it is estimated that industry provides direct employment to 35 million people including substantial segments of weaker sections of society with a very low important intensity of about 1.5% only, it is the largest net foreign exchange earner in India, earning almost 35% of foreign exchange. Conclusion: The Indian Textile Industry is globally well placed, in teams of installed capacity of spinning machinery, if ranks second after china, while weaving it ranks first in plain handlooms and fourth in the shuttle looms. Index of Industrial production shows the dismal picture of textile production the decline in IIP for textiles started from June 2008 year onwards by now the cumulative position has became positive trend.
**************************
30
CHAPTER 3: RESEARCH METHODOLOGY

3.1: The Study
This study is about buying preferences of readymade garment customers in Indore City. The research mainly included filing responses by the sample population on their preferences of shopping centres for garments, whether they purchase from the local markets of Rajwada or shops of MG Road area, Sitlamata bazaar area, or they go for brand outlets found individually or in supermarkets and mega stores such as those found in malls, examples including- Big Bazaar, Max, Reliance Trends, More Megastores, Celio, Raymonds, Central mall, Biba, Pantaloons, Ritu Wears lifestyle, Lee, Spykar, Denizen, Pakiza stores, Westside, Globus etc. The participants in the research were the people of Indore City. A total of 130 people recorded their valuable responses by replying to the questionnaires submitted to them for this study. These included various age groups; viz. 16-20, 21-25, 26-30, and 31+. Following were the responses recorded:
Age Groups 16-20 21-25 26-30 31+ Total Number of responses 44 59 13 14 130 Response in Percentage 33.85 45.38 10.0 10.77 100
Table 3.1 The responses included both from males and females. However, response from females was slightly higher than response from males. The following table shows the exact representation of the data:
Sex Males Females Total Number of Responses 63 67 130 Response in Percentage 48.46 51.54 100
Table 3.2
31
Talking about the analysis part of questionnaires, firstly, the filled questionnaires were thoroughly studied to see if the responses are true and unbiased so that it does not mislead to some false results. The next step was to remove any such misleading questionnaires; in total 4 such questionnaires with misleading responses were rejected. From the selected ones, data feeding in the software was done. Then data analysis and interpretation, which gave results and findings mentioned in the coming chapters. The data was fed into the system via ms excel 2007, with each response as 1 and then totalling all the outcomes. The questions were then tested as per their matching hypothesis and results were arrived at. The excel sheet is attached in the appendix part at the end of this research work. The graphs and charts are given in the results and findings chapter of this research.
32
3.2: Stages of Research

3.2.1: Preliminary Stage Actions This study of buying preferences of readymade garment customers in Indore City is mainly because of the fact, that over the last decade or so, the traditional garment markets and stores in the city are losing their customers to the superstores and Malls of the city. The basic idea which initiated was: to know the preferences of people of Indore and reasons why they are shifting towards the modernised markets, the malls and brand outlets as a reason of which these traditional markets are losing their grasp over their customers. After the formulation of a problem, it was then discussed with the colleagues and mentor and then a questionnaire was developed to survey on the problem topic amongst a sample size of 150 participants who were the representation of the population of Indore City. The sample questionnaire is attached in the appendices. After the validation of the questionnaire, the pilot test was performed with few colleagues and the error question found was removed. There was a question on their last purchase of garments on which people were not willing to reply, so it was removed from the questionnaire. This work is an exploratory kind of research which is trying to explore the reasons for the changing trends of customer buying preferences. 3.2.2: Data Collection Stage Actions In this stage, the target participants were approached to get the questionnaires filed. The participants included students, common men, teachers, friends and social network contacts of age groups earlier mentioned. They were contacted directly on the streets, few in the shopping malls of Indore, Treasure Island mall, C21 mall and Malhar Mega mall; in my college campus, and adjoining colleges of the Takshashila campus, DAVV. Few participants who were unable to be physically reached, were also requested to participate in the online survey via surveymonkey.com where online questionnaire was filled by those who took the survey
33
The respondents were taken into confidence not to disclose their details to anyone and their details will be used for the sole purpose of this research project only. Respondents were also appreciated for the valuable time and responses given by them. 3.2.3: Data Analysis and Presentation stage actions After the successful filing of all the questionnaires from the target respondents, next step included the analysis and presentation of the gathered data from the questionnaires. The total questionnaires received after the sampling work was 134. Then these were analysed in the below steps: 1. First step was data preparation, in which all the questionnaires were checked, misleading questionnaires were removed (total 4 in number). 2. Next step was editing and cleaning in which each questionnaire was checked thoroughly and checked if each question was answered or not. 3. Then data was coded. Each response was coded 1 and punched in computer via MS Office Excel 2007. 4. Entered data was then interpreted and presented via Bar graphs, Pie charts and Percentage wise. 5. In the end, the final number of fully filled questionnaires came out to be 130. 6. In the statistical analysis stage, hypothesis were studied as per the set objectives and the related questions, and tests for significance were applied which included z test and chi square analysis.
34
3.3: The Problem

The buying preference of readymade garment customers in Indore City is the problem identified to be studied in this research project. 3.3.1: Objectives 1. To study the price preferences of garment customers. 2. To study the quality preferences of customers. 3. To study the customer preference of garment stores, found on the streets and shopping malls. 3.3.2: Hypothesis 1. H0: There is no significant difference between purchasing habits of readymade garment customers. Ha: There is a significant difference between purchasing habits of readymade garment customers. 2. H0: The income group of people and spending has no relationship with their purchasing. Ha: The income group of people and spending is strongly related with their purchasing. 3. H0: There is no relationship between quality and price of the garments Ha: There is a strong relationship between quality and price of the garments. 4. H0: The buying preference is independent of the gender of the person. Ha: The buying preferences depend on the gender of the person.
35
3.4: The Design

3.4.1: Basic research design This research is completely an exploratory kind of research where reasons for the changing buying behaviour towards readymade garment purchases by customers of Indore City are studied. 3.4.2: Sources of Data Primary data was collected through questionnaires and Secondary data was collected through websites and other internet resources. 3.4.3: Research Approach and Contact method After the formulation of the research problem, a questionnaire was developed to survey on the problem topic amongst a sample size of 150 participants who were the representation of the population of Indore City. After this, the target participants were approached to get the questionnaires filled. The participants included students, common men, teachers, friends and social network contacts of age groups earlier mentioned. They were contacted directly on the streets, in the shopping malls of Indore, in my college campus, and adjoining colleges of the Takshashila campus, DAVV. Few participants, who were unable to be physically reached, were also requested to participate in the online survey. The respondents were taken into confidence not to disclose their details to anyone and their details will be used for the sole purpose of this research project only.
36
3.5: The Sample

3.5.1: Research population The population of Indore City is the research population for this project work. 3.5.2: Sample unit The sample unit for this particular research is readymade garments in local markets and those sold in malls and super marts. 3.5.3: Sample size The sample size for this research was taken as 150. 3.5.4: Sampling technique Simple random sampling was used as the sampling technique for this study. 3.5.5: Sample distribution Age wise distribution consisted of four groups with 5 years interval between each groups; 16-20, 21-25, 26-30 and 31+ Sex wise distribution consisted Males and Females. 3.5.6: Sampling frame and control The purchase of readymade garments and choice of stores for purchase is the sampling frame in this research. The readymade garment customers are the control in this research.
37
3.6: The Tools

3.6.1: Data collection tools Primary Data collection through Sampling via questionnaires was used as the sampling tool in this research. Secondary data collection through internet resources 3.6.2: Data analysis tools Data analysis was done through testing of hypothesis. Tests applied were test of significance (z test) and test for uniformity of data (goodness of fit- chi square test)
Z-test is any statistical test for which the distribution of the test statistic under the null hypothesis can be approximated by a normal distribution. It is given by:
z=(
Where, X = Number of objects satisfying the given attributes; n = Total number of objects (samples); p = Proportion of objects satisfying the given attributes under the hypothesis; q = 1 p Under chi square (2) test, the value of the test-statistic is given by:
Where, = Pearson's cumulative test statistic, which asymptotically approaches a = an observed frequency; = an expected (theoretical) frequency, asserted by the null hypothesis; = the number of cells in the table. distribution.
38
3.7: Ethical Issues in research

The trust of participants is essential to get the correct responses from them. Therefore, the data was collected by taking the respondents in confidence that their data would be used in project work only and nothing else. As far as the collection of responses is concerned, the data collection was a honest process concluded in a real environment and it is 100% ensured that nothing was manipulated in these questionnaires.
**************************
39
CHAPTER 4: STATISTICAL ANALYSIS
In this chapter, the questionnaires are analysed on a statistical basis and testing of hypothesis is performed. The questions related to the hypothesis are being discussed from a statistical point of importance with this project. These questions include: the effect of gender on buying preferences, shopping store preferences for garments, reasons for those preferences, and approximate price spent while selecting apparels; these all are tested with reference to their hypothesis and their results are discussed. The data are analysed with the analysis tools previously mentioned, i.e., the z test and chi square analysis.
40
1. Talking about effect of gender on buying preferences, we have the following data: Sex Males Females Total Number of Responses 63 67 130
Here, the null hypothesis (H0) is taken as: The buying preferences are independent of the gender of the person. The alternate hypothesis (Ha) is: The buying preferences depend on the gender of the person. Applying z test for the above data to check the significance of it, we have:
z=(
Here, X = 67 (Number of objects satisfying the given attributes) n = 130 (Total number of objects/ samples) p = 0.5 (Proportion of objects satisfying the given attributes under the hypothesis) q = 0.5 (1 p)
z = (67 130 x 0.5) = (67 - 65) 32.5
130 x 0.5 x 0.5
= 2 5.70 = 0.35 Thus, calculated value of z is 0.35. The value of z from the standard normal curve table at 5 % level of significance is 1.645. As the calculated value of z is less as compared to the tabulated value of z at 5 % level of significance, hence null hypothesis is rejected and alternate hypothesis is accepted.
41
2. On shopping store preferences for garments, these were the responses: Choice of stores Brand outlets Shopping Malls Local Stores Total Number of Responses 32 97 20 149
The null hypothesis (H0) taken in this case is: There is no significant difference between purchasing habits of readymade garment customers. The alternate hypothesis (Ha) is: There is a significant difference between purchasing habits of readymade garment customers. To test the goodness of fit of the above data, chi square test is applied below: Applying chi square (2) test, where the value of the test-statistic is given by:
Here, O = Observed frequencies E = Expected frequencies N = Number of cells in the table. Category Brand outlets Shopping Malls Local Stores O 32 97 20 E 50 50 50 OE -18 47 -30 (O E)2 324 2209 900 (O E) / E =
2
(O E)2 / E 6.48 44.18 18 68.66
42
Degree of freedom (n-1) = 3-1= 2 At 5 % level of significance, for Degree of freedom = 2, Chi-square value from the table is 5.99. The calculated value comes out as 68.66. As the calculated value of chi square is more than the tabulated value at 5 % level of significance, alternate hypothesis is rejected, and null hypothesis is accepted.
43
3. On the reasons for store preferences of customers, these were the responses: First thing that comes to mind when purchasing clothes Quality Price Durability Total Number of Responses 93 28 9 130
The null hypothesis (H0) taken in this case is: There is no relationship between quality and price of the garments. The alternate hypothesis (Ha) is: There is a strong relationship between quality and price of the garments. To test the goodness of fit of the above data, chi square test is applied below: Applying chi square (2) test, where the value of the test-statistic is given by:
Here, O = Observed frequencies E = Expected frequencies N = Number of cells in the table. Category Quality Price Durability O 93 28 9 E 43 43 43 OE 50 -15 -34 (O E)2 2500 225 1156 (O E)2 / E = (O E)2 / E 50 5.23 26.88 82.11
44
Degree of freedom (n-1) = 3-1= 2 At 5 % level of significance, for Degree of freedom = 2, Chi-square value from the table is 5.99. The calculated value comes out as 82.11. As the calculated value of chi square is more than the tabulated value at 5 % level of significance, alternate hypothesis is rejected, and null hypothesis is accepted.
45
4. The approximate price spent while selecting apparels, gave the following responses: Price spent while purchasing apparel Under Rs. 2000 Rs. 2000 and above Total Number of Responses 68 60 128
Here, the null hypothesis (H0) is taken as: The income group of people and spending has no relationship with their purchasing. The alternate hypothesis (Ha) is: The income group of people and spending is strongly related with their purchasing. Applying z test for the above data to check the significance of it, we have:
z=(
Here, X = 68 (Number of objects satisfying the given attributes) n = 128 (Total number of objects/ samples) p = 0.5 (Proportion of objects satisfying the given attributes under the hypothesis) q = 0.5 (1 p)
z = (68 128 x 0.5) = (68 - 64) 32
128 x 0.5 x 0.5
= 4 5.65 = 0.70 Thus, calculated value of z is 0.70. The value of z from the standard normal curve table at 5 % level of significance is 1.645. As the calculated value of z is less as compared to the tabulated value of z at 5 % level of significance, hence null hypothesis is rejected and alternate hypothesis is accepted.
**************************
46
CHAPTER 5: RESULTS AND FINDINGS

1: Age wise distribution of responses: Age Groups 16-20 21-25 26-30 31+ Total Number of responses 44 59 13 14 130 Table 5.1: Age wise distribution of responses Response in Percentage 33.85 45.38 10.0 10.77 100
Age Groups
60 50 40 30 20 10 0 16-20 21-25 Age Groups 26-30 31+ Age Groups
Figure 5.1: Age wise distribution of responses
47
2: The percentage of male to female respondents: Sex Males Females Total Number of Responses 63 67 130 Response in Percentage 48.46 51.54 100
Table 5.2: Distribution of respondents on basis of gender
Percentage of respondents
Males Females
Figure 5.2: Percentage distribution of respondents on basis of gender
48
3 (a): When asked about shopping preferences, these were the results: Like Shopping? Yes No Total Number of Responses 127 3 130 Table 5.3: Shopping preferences of customers Response in percentage 97.7 2.3 100
Like Shopping?
YES NO
Figure 5.3: Pie chart showing shopping preferences of customers 97.7 % population stated they like shopping whereas, just 2.3 % wrote they dont like shopping.
49
3 (b): With whom do they like to go shopping? Like Shopping with? Alone Friends/Family Total Number of Responses 18 112 130 Response in percentage 13.85 86.15 100
Table 5.4: Preference of respondents to shop alone or with family and friends
Shopping Preferences
Alone
With Family and Friends
Figure 5.4: Pie chart showing the preference of respondents to shop alone or with family and friends 86.15 % people like to go shopping with their family and friends; and 13.85% said they prefer shopping alone.
50
4: The question on frequency of purchasing apparel showed varied responses: Frequency of Purchase Once a month Occasionally Not specific Total Number of Responses 39 27 62 128 Table 5.5: Frequency of purchasing apparel Response in percentage 30.48 21.09 48.43 100
Frequency of Apparel purchase
Once a month Ocassionally Not specific
Figure 5.5: Pie chart showing frequency of purchasing apparel 30.48 % people chose the option Once a month 21.09 % chose Occasionally 48.43 % chose Not specific as their response. This NOT SPECIFIC may include either once in every 10-15 days, seasonally, when on discounts, etc.
51
5: Shopping preferences of customers for apparel purchase: Choice of stores while purchasing apparels Brand outlets Megastores/Shopping Malls Local Stores Total Number of Responses 32 97 20 149 Response in Percentage 21.48 65.1 13.42 100
Table 5.6: Choice of stores while purchasing garments
This data is indicated with the following pie chart:
Choice of stores while purchasing apparels
Brand outlets
Megastores/Shopping Malls
Local Stores
Figure 5.6: Pie chart showing choice of stores while purchasing garments It is quite clear from the above representation that at present, most people prefer shopping malls and megastores as their shopping destinations for selecting and purchasing apparels.
52
6: The approximate price spent while selecting apparel: Price spent while purchasing apparel Under Rs. 2000 Rs. 2000 to Rs. 5000 Rs. 5000 and above Total Number of Responses 68 53 7 128 Table 5.7: Price spent while selecting apparel Response in Percentage 53.12 41.4 5.47 100
Price spent while purchasing apparel
Under Rs. 2000
Rs. 2000 to Rs. 5000
Rs. 5000 and above
Figure 5.7: Pie chart showing the price spent while selecting apparel
53
7: Ready-made garments or Dress material: Selecting Ready made or Dress Materials Ready Made Dress Materials Both Total Number of Responses 74 11 43 128 Table 5.8: Choice of garments Response in Percentage 57.81 8.59 33.6 100
Selecting Ready made or Dress Materials
Ready Made
Dress Materials
Both
Figure 5.8: Pie chart showing choice of garments Most people preferred ready-made giving reasons such as: easy fit, availability in desired size, no tension of getting stitched, goes with fashion, quality, because in ready made purchases, there is no need to spend time on its stitching, depends on mood and preferences at what time and what to buy, hassle free, depends on occasion, sometimes in lesser time in hand, we go for ready made, otherwise for good fitting we go for dress material.
54
8: The first thing that comes to mind when purchasing clothes/garments: The first thing that comes to mind when purchasing clothes Quality Price Durability Others Total Number of Responses 93 28 9 8 138 Response in Percentage 67.4 20.28 6.52 5.8 100
Table 5.9: Factor preferences while purchasing clothes
The first thing that comes to mind when purchasing clothes
Quality Price Durability Others
Figure 5.9: Pie chart showing factor preferences while purchasing clothes The other reasons included Appearance.
55
9: Favourite Shopping destinations in Indore for garments: Favourite Shopping destination Sitlamata bazaar Pakiza stores G. Sacchanand Rajwada stores Max Reliance Trends Globus Pantaloons Westside Brand outlets Others Total Number of responses Responses in Percentage
10 22 8 17 44 29 19 46 22 37 24 278
3.6 7.9 2.8 6.1 15.9 10.4 6.8 16.6 7.9 13.4 8.6 100
Table 5.10: Favourite stores for shopping apparel/clothes This data is represented by the bar graph and pie chart ahead.
56
Favourite Shopping destinations

Others Brand outlets Westside Pantaloons Globus Reliance Trends Max Rajwada stores G. Sacchanand Pakiza stores Sitlamata bazaar 0 5 10 15 20 25 30 35 40 45 50
Figure 5.10: Bar graph displaying favourite stores for shopping apparel/clothes
57
Favourite Shopping destination
Sitlamata bazaar Pakiza stores G. Sacchanand Rajwada stores Max Reliance Trends Globus Pantaloons Westside Brand Outlets Others
Figure 5.10 (a): Pie chart displaying percentage of votes for favourite stores for shopping apparel/clothes It is clear from the above representation that the interests of modern generation is shifting towards brand stores and fashion retail outlets found in malls. Pantaloons got the maximum response, followed by Max. Reliances entry into the fashion retail sector with its own retail store, Reliance Trends with economic range of all kinds of fashion stuff is also now a place of keen importance, mostly in the youth and mid age segment, as the responses show. Next preferences are the brand outlets and specialized apparel and fashion accessory stores like Westside, Globus and Pakiza. The other options included Fashion at Big Bazaar, Shoppers Stop, Central, Vishal mega mart.
58
10: Reasons for choosing as favourites: Reasons for choosing as favourites Price Service Quality Others Total Number of Responses 36 38 81 8 163 Response in Percentage 22.1 23.3 49.7 4.9 100
Table 5.11: Reasons why respondents chose their favourite stores
Reasons for choosing as favourites
Price Service Quality Others
Figure 5.11: Pie chart showing the reasons why respondents chose their favourite stores The other reasons included: Sale and heavy discounts, Variety, Uniqueness, Latest fashion, Trendy designs, All Brands under one roof
59
11 (a): Purchasing from discount stores/clearance stores: Ever purchased from Discount stores? Number of Responses Yes No Total 21 63 84 Response in Percentage 25 75 100
Table 5.12: Vote for purchases from discount stores
Ever purchased from Discount stores?
Yes No
Figure 5.12: Pie chart displaying percentage of votes got for purchases from discount stores The Discount stores here mean the clearance sale where all the stock of old fashion garments are heaped together in bulk and people gather there to choose from that bulk. The people mostly found there are the lower middle class and the lower income group of the society who like to wear fashion at a low cost. These sales provide them with clothes at quite cheaper rates. In Indore, mostly these sales are found in areas like MG Road and streets of Jail Road mostly on Sundays. Other examples include: Ashrafi sale, Hotel Samrat sale, Hotel Surya sale etc.
60
11 (b): Satisfaction with the quality and price: Price/Quality satisfaction: Yes No Total Number of Responses 17 4 21 Response in Percentage 80.95 19.05 100
Table 5.13: Vote for satisfaction/dissatisfaction of purchases from discount stores
Price/Quality satisfaction:
Yes No
Figure 5.13: Percentage of votes for satisfaction/dissatisfaction of purchases from discount stores Around 81% of the 25% population who replied that they had purchased from such discount stores; said they are satisfied with the quality and price found in such stores. However, 19% of the same population was not satisfied with the price/quality.
61
11 (c): Will they go for such stores? If not, will you go for such stores? Number of Responses Yes No Total 10 53 63 Response in Percentage 15.87 84.13 100
Table 5.14: Will the customers give future preference to discount stores
If not, will you go for such stores?
Yes No
Figure 5.14: Percentage of responses for the question on future preference to discount stores
Around 84% of the 75% population who said they have never purchased from discount stores, said they wont go for such stores. However, 16% said they would like to try out such stores.
**************************
62
CHAPTER 6: SUMMARY AND CONCLUSIONS

6.1: Summary
Coming to the end of this research work, it can be concluded that the preferences of readymade garment consumers have shifted towards malls and brand outlets, rather than the traditional stores. The results and analysis also justify the above mentioned point. The Indian apparel and textile industry contributes a very important role in Indian economy. It is one of the leading textile industries in the world. This project helped to study the minds of people and analyse the trends of their shopping clothes. This involved study of the various categories of people, that is, people who buy from streets, and those who are inclined towards the super stores and malls, and whether they prefer to change their buying preference to the other side. The readymade garment sector in Indore has seen a diverse change over the last decade or so. Due to the emergence of various malls and thus developing a so called mall culture along with major MNC apparel brands launching their factory outlets and consumer retail stores in different posh locations of the city, the consumers, especially the youth and mid age segment now has varied options to choose from in quite economic range with quality and trust of a reputed brand. One of the reasons why there is still an inclination of the middle income group towards traditional cloth stores of Rajwada, Sitlamata bazaar, Cloth markets etc., is that they give considerably lower prices than the brand outlets in the shopping malls, but the quality of such cheaper stuff is always a question which is difficult to answer. But, stores like Fashion at Bigbazaar, Max retail, Reliance trends etc., are a tough competition to the local stores with their economic prices and a better quality than these shops. Textile or garment industry is the traditional business of the region and it is still an integral part of Indore economy. There are a number of textile mills in the region and Indore still is the bastion of wholesale garments. There are a number of firms involved in export of textile and such business firms contribute a lot to the development of Indore economy.
63
6.2: Conclusions
After the study, the following conclusions can be arrived at: The readymade garment industry is at a boom and there is a craze and high growth opportunity and demand for the luxury brands in the country. The purchasing power and income levels of households are increasing and they spend a lot of their earnings on their looks and appearance. The consumers are now looking forward to the malls of the city, where all the apparel purchases along with shopping and entertainment can be done at the same place. The increasing number of brand outlets and fashion retail outlets at various popular and posh locations of the city is a reason for the crowd shifting towards these locations for their purchases. Latest fashion at budget prices is another reason for the success of the malls and retail stores. Also, people want quality apparel in economic prices, which they provide. Whereas the stuff at local stores lack quality and durability. Most people prefer shopping in brand outlets at the time of sale and discounts as shown by their responses. The lower segment of the society is still somewhat inclined towards the local stores for most of their garment purchases as these stores provide cheaper stuff at low prices. However the quality is a matter of concern of these stores. Also, the discount stores in the city provide imitated material at low rates which looks quite similar to the branded ones, but still, the quality and durability shows off after a few washes. The final conclusion, which the data analysis clearly suggests is that the fashion retail segment in the city is at boom and people now are trending towards the malls and brand outlets for their apparel purchasing.
64
6.3: Scope for further research

As this research was limited to the audiences and population of Indore city, this research can be continued as a major research taking whole nation as a reference population to study their preferences of purchasing readymade garments. The further research can also be done on the black or gray marketing of foreign brands or big luxury brands in the city or country with reference to readymade garments, the expensive brands are brought illegally and sold at lowest prices possible. Such kind of research can be concluded with other topics of reference such as: branded FMCG goods, branded versus non-branded agricultural produce, shopping preferences for cell phones from retail outlets/ brand stores or gray market via importing cheaply. Choice of restaurants for eating out, whether luxury hotels or other 3 star restaurants etc Further research on the similar topic can be the impact of luxury apparel brands entering into India on the weaving, small scale and the handloom sector of the country.
**************************
65
CHAPTER 7: LIMITATIONS, SUGGESTIONS AND IMPLICATIONS

7.1: Limitations
While conducting this research work, the following were the major limitations that came forward as obstacles for smooth working: Few of the respondents neglected to help, had to face the rude negative response from them. The research was limited to the population of Indore City itself, as a further research, this topic can be taken as a reference for research on the whole of the country. Senior citizen were unable to be contacted, just got a few respondents which were over 50 years of age. The working professionals had time constraints, so had to get time fixed for meeting them. Some filled questionnaires as if these were a burden put on them, so gave misleading responses; as a result, these questionnaires were rejected for analysis. Total sample size was 150, but got 134 filled questionnaires. Total numbers of hard copy questionnaires submitted were 100 of which 91 were received filled, and online target were 50 of which 43 got filled.
66
7.2: Suggestions
Though this mall culture has taken over the local traditional stores of the city, there is still some scope, which can be in the form of the following suggestions: The local retailers to revive their lost sales can come for joint operations with two or three similar retailers and form a store or a hub like outlet where they can keep branded garments. Time to time advertisements for sale and discounts in the print media could help the local retailers. The local retailers can set up a brand franchisee outlet to keep branded garments at their shops. Time to time updating the stock of garments with the latest trends with reasonable prices. Trying to provide quality matching to that of the brand outlets
67
7.3 Implications
The topic for this research work was study of buying preferences of readymade garment customers in Indore City. At the end of this research work, it can be concluded that the buying preferences of customers in Indore for purchasing readymade garments have shifted towards the malls and brand outlets which have changed the scenario of shopping for apparel completely what it used to be in the past decades. Earlier, families used to go together along with kids to the garment stores of traditional markets like Rajwada, etc. for their complete family shopping together. Whereas, in the present scenario, the college going teens prefer shopping with their college mates and buddies rather than their families. Though many might still go with their family as well, but they now prefer the malls and brand outlets for their purchases. The reasons found out with this research for such shifts in behaviour include, discounts provided by those stores, quality apparel at affordable price, latest trending fashion updates, and moreover the choice of malls as purchase destination is also because of the multi utility function of the malls. People can eat out at the refreshment counters; have fun at the gaming zones, and watch movies in the multiplexes located there in. In simple words, malls are turning out as a complete family shopping destination for all; whether hes a kid, a teen, youth or an adult and whether the purpose is shop for apparel, watch movies, play games, hangout with friends, eat in restaurants and what not.
**************************
68
BIBLIOGRAPHY
1. Growth prospects of the readymade garment industry in India N Subramanian, MD of Aristo Impex talks about the future growth prospects of the Indian garment industry, Retail Biz/ Wednesday, September 23, 2009:
http://www.retailing360.com/article/8/20090923200909231855533902560a372/Growthprospects-of-the-readymade-garment-industry-in-India-%E2%80%93-NSubramanian.html -last retrieved 12th April 2012. 2. NIIR project consultancy services: http://www.niir.org/projects/projects/readymadegarments-textile-amp-textile-auxiliaries-hosiery-spinning-jeans-undergarments/z,,21,0,64/index.html -last retrieved 12th April 2012. 3. Indias Textile and Apparel Industry: Growth Potential and Trade and Investment Opportunities: http://www.usitc.gov/publications/332/PUB3401.pdf -last retrieved 14th April 2012. 4. Investment and growth in textile industry- a report by steering group- 2003/04: http://finmin.nic.in/reports/repInvestmentGrowth.pdf -last retrieved 14th April 2012. 5. The Textile and Apparel Industry in India- Pankaj Chandra-Indian Institute of Management, last retrieved 14th April 2012. 6. Indian Textile Industry: A Growth Perspective; Mr. Sachit Jain, Vardhman Group Singaporehttp://www.cotlook.com/userfiles/file/Singapore%202010/Sachit%20Jain.pdf retrieved 14 April 2012. 7. Indian Garment Industry: http://www.indianmirror.com/indian-industries/garment.html last retrieved 19th April 2012. 8. Indian Textile Industry: http://en.wikipedia.org/wiki/Indian_Textile_Industry -last retrieved 19th April 2012.
th
Ahmedabad-
2006:
http://www.iimb.ernet.in/~chandra/The%20Textile%20and%20Apparel%20Industry.pdf
2010: last
69
9. Diagnostic
Study
report
on
readymade
garments
cluster:
http://www.msmefoundation.org/DSR_temp/Diagnostic%20Study%20Report%20of%20 Readymade%20Garment%20Cluster,%20Indore.pdf -last retrieved 19th April 2012. 10. India Yearbook 2011. 11. Statistical Analysis: Gupta S.P.
**************************
70
APPENDIX
A.1: Sample Questionnaire:
I am Saurabh Shastri, an MBA (Foreign Trade) final year student from School of Commerce, DAVV Indore. I am conducting a research on the topic A study of buying preferences of readymade garment customers in Indore City. Please help by filling the below questionnaire for a survey on your choice of stores for purchasing apparels: 1. Age: 2. Sex: (a) 16-20 (a) Male (b) 21-25 (b)Female (a) Yes (a) Alone (b)No (b) With family and friends (c) 26-30 (d) 30+
3. (i) Do you prefer shopping? (ii) How?
4. What is your frequency of purchasing apparel for you/ your family? (a) Once a month (b) Occasionally (c) Not specific
5. Where do you shop often for apparel? (a) Brand outlets (b) Megastores/Shopping Malls (c) Local stores
6. What is the approximate price you spend while selecting apparel? (a) Less than Rs. 2000 (b) Rs. 2000-5000 (c) Rs. 5000 and more
7. (i) Do you prefer purchasing readymade garments or dress material? (a) Readymade (ii)Why? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ (b) Dress Materials (c) Both
71
8. What is the first thing that comes to your mind when you go for purchasing clothes/garments? (a) Quality (d) Others (Please Specify) ________________________________________________________ 9. Which is your favorite amongst these? (a) Sitlamata bazaar (b) Pakiza stores (c) G. Sacchanand (d) Rajwada stores (e) Max (f) Reliance Trends (g) Globus (h) Pantaloons (i) Westside (j) Brand outlets (k) Others (please specify) _______________________________________________________ 10. What makes your favorite place special for you? (a) Price (b) Service (c) Quality (b) Price (c) Durability
(d) Others (Please Specify) _______________________________________________________
72
11. (i) Have you ever purchased clothes from discount stores (eg. Hotel Samrat sale/ Ashrafi etc.) (a) Yes (b) No
(ii) If yes, were you satisfied with the quality and price? (a) Yes (b) No
(iii) If not, will you go for such stores? (a) Yes (b) No
THANK YOU!!
73
A.2: MS Excel 2007 data analysis of filled Questionnaire responses.

QUESTION No. 1 2 3 3(1) 3(2) A B 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 4 5 6
S.No/Option A B C D A B A B 1 1 1 1 1 1 1 1 1 2 1 1 1 1 1 1 1 1 3 1 1 1 1 1 1 1 1 4 1 1 1 1 1 1 1 5 1 1 1 1 1 1 1 6 1 1 1 1 1 1 1 7 1 1 1 1 1 1 1 8 1 1 1 1 1 1 1 9 1 1 1 1 1 1 1 10 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 12 1 1 1 1 1 1 1 13 1 1 1 1 1 1 1 14 1 1 1 1 1 1 15 1 1 1 1 1 16 1 1 1 1 1 17 1 1 1 1 1 18 1 1 1 1 1 19 1 1 1 1 1 20 1 1 1 1 1 21 1 1 1 1 1 22 1 1 1 1 1 23 1 1 1 1 1 24 1 1 1 1 1 25 1 1 1 1 1 26 1 1 1 1 1 27 1 1 1 1 1 28 1 1 1 1 1 29 1 1 1 1 1 30 1 1 1 1 1 31 1 1 1 1 1 32 1 1 1 1 1 33 1 1 1 1 1 34 1 1 1 1 1 35 1 1 1 1 1 36 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
A B C A B C A B C 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
74
37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77
1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
75
78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
76
119 120 121 122 123 124 125 126 127 TOTAL
1 1 1 1 1 1 1 1 1 44 59 13 14 63 67 127
3 18 112 39 27 62 32 97 20 68 53
77
QUESTION No. S.No/Option 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38
A B C A B C D A B C D E F G H I J K 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
78
39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1
1 1 1 1 1 1 1 1
79
80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120
1 1 1 1 1 1 1 1 1 1 1 1 1 1
80
121 122 123 124 125 126 127 TOTAL
74 11 43 93 28
8 10 22
8 17 44 29 19 46 22 37 24
81
QUESTION No. S.No/Option 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38
10 A B C D 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
11(1) A B 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
11 11(2) 11(3) A B A B 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
82
39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
83
80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120
1 1
84
121 122 123 124 125 126 127 TOTAL
36 38 81
8 21 63 17
4 10 53
85

A Study of Buying Preferences of Readymade Garment Customers in Indore City

Caricato da

Informazioni sul documento

Descrizione originale:

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

A Study of Buying Preferences of Readymade Garment Customers in Indore City

Caricato da

Copyright:

Formati disponibili

A study of buying preferences of Readymade garment customers in Indore City