1.1 Purpose of the study The sheer idea of doing my project on “To understand the consumer buying behaviour and preferences in apparel sector in Delhi/NCR” is to gain an insight on understanding consumer expectations and primary benefits that consumer associates with branded and unbranded apparel .The main purpose of this primary research is to help in determining the purchase behaviour connected with apparels and to know the perception of consumers to newest types of promotional trends. 1.2 Introduction The Indian Apparel Industry has an overwhelming presence in the economy of the country. It is one of the oldest industries to come into existence in the country. The industry has a unique position as a self-reliant one, from the production of raw materials to the delivery of end goods, with considerable value-addition at every stage of processing. Apart from providing one of the basic necessities of life, the apparel industry also plays a pivotal role through its contribution to the industrial output, employment generation and the export revenue of the country. The Indian apparel industry has grown over the years due to factors like rise in income levels, liberal trade policies adopted by the government, and flexible investment policies on the apparel industry. Today large number of the international brands have found their way in the best malls of the country. Brands like Burberry Armani and Diesel that were unheard of in India till a few years back are now found in almost all Indian cities. According to the report of the Indian Textile Summit, 2012, the apparel industry in India is valued at $40 billion. The apparel market is categorized into branded and unbranded. The branded apparel market is worth $10 billion which is only... ... middle of paper ... ...l on the Internet. In addition, they found that online apparel buyers purchased over the Internet more often than non-apparel buyers, were more confident in their ability to buy online, and were more innovative and knowledgeable about the Internet. They also spent more time online and were more likely to buy online in the future than were non-buyers. When Goldsmith and Flynn (2005) investigated online apparel shopping, they found that general enthusiasm for online buying and a history of remote apparel shopping were the best indicators of future online apparel purchases. They also established that apparel innovativeness and involvement were weakly related to online buying, less so than Internet innovativeness. The results suggested that Internet savvy and a familiarity with distance shopping were more predictive of online apparel shopping than apparel consciousness.
The Global Apparel Manufacturing industry contains men’s, women’s, and children’s apparel. This industry includes manufacturers that purchase fabrics and make fabrics themselves with certain facilities. The key economic drivers of this industry are GDP of BRIC nations, Global per capita income, GDP, World price of cotton, and Global population. The industries that supply Global Apparel Manufacturing are Global Agriculture, Hunting, Forestry, and Fishing. The Demand Industries that feed off of Global Apparel Manufacturing are Global Wholesale and Retail Trade, Global Department Stores, and General Merchandise Stores. The main activities of the Global Apparel Manufacturing industry are winter clothes
“Clothing in India”. Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. 20 May 2014. Web. 23 May 2014: < http://en.wikipedia.org/wiki/Clothing_in_India>.
Competitive factors in fashion brands include quality, design, service, and price. In this case, there are a lot of apparel is competing with Stussy such as American Apparel, Superdry, Cyerdog and so on. Due to the intense competition of apparel industry, no one can guarantee the demand of products will be high all the time. Moreover, the development of new products needs cash flow for design, manufacturing and marketing. It is possible those costs are not covered due to the failure of products. So Stussy have to anticipate the possibility and make
This also coincide with our survey result that the most popular colors are black, marron, and gray. Therefore, we can conclude that the most profitable colors will be black, grey, navy, dark green, and marron. Furthermore, students are trending to wear comfortable clothing to school, therefore the most common top are zip up hoodies, pullover hoodies, sweatshirts, and cardigans. Also, as our researches have shown that students prefer semi-fitted and traditional clothing, so we should design product that are comfortable and easy to mix and match. Therefore, more trended clothing properly is not a good choice. Moreover, in the interview with our AMM professors, we obtain some suggestions such as the units and wholesale price for each style, and the idea that basic styles sell better than fashion forwarded styles. However, there is one conflict. Dr. Sen told us hoodies do not sell well recently, which is opposite to our other interview, survey, and observations results. Therefore, we should find out what is the cause of this problem. Due to the fact that our targeted market are students, who usually have tight budget, our products should be affordable. As team B has found that more students accept T- shirt with a retail price between $15-$25, and
The fashion industry has changed over a period of time due to the growth of boundaries. This is attributed to the varying dynamics of the industry; declining mass production, altered structural aspects in the supply chain, need for more affordable cost and quality. This shows that fashion retailers are able to acquire a competitive power in the market through making sure through which they get their products to the market for the consumers (McAfee, Dessain, & Sjoman, 2007). Consumers are hence able to get product easy and of high quality. Fast fashion has been able to meet the needs of consumers while trying to acquire major merchandize turnover to retailers than local rivals. The Zara case study reported sales $8.15 billion to its competitors Hennes & Mauritz 0f $7.87 billion (Dutta, 2002). This was the consumer’s one stop shop due to the quality products offered both globally and locally.
In today’s business brand image plays an important role to market the brand. Now whenever a consumer buy a brand he always observe its image. The brand image is force which is at top of the mind and then consumer likes to buy that brand. Before buying any brand consumer are countered by many psychological situation than they select the brand according to that situation, every brand has different image in consumer mind. Brand A has good image in one consumer mind but on other hand the brand A does not create well image on other consumer it effect the behavior of every individual. The purpose of the study is to inspect the effect of brand image on consumer behavior among the people of Karachi. We will find out that the brand image has
For instance, the ability of Levis jeans to command high prices in many European and Asian countries illustrates this idea. In fact, brand image is often the most important consideration in purchasing apparel products. While most apparel firms understand the importance of brand image, they may not so understand how the brand image impacts the consumer’s decision or how a strong brand image can effectively overcome the negative impact of other product attributes on consumer decisions. In another words, marketers must understand what motivates a consumer to purchase a particular product is essential in constructing a solid growth strategy for a brand (Bui,
Introduction India is the world’s second most populated country with over 1.2 billion people. Since its independence from British rule in 1947, the country has been more or less a stable democracy. Until 1991, Indian governments imposed economic austerity and its markets were comparatively closed to the world. Economic reforms in 1991 brought about a change which made India an attractive and huge market for multinational corporations from all over the world (Joshi 8). Retail industry within a globalized world is one of the most thriving and profitable sectors.
The textile manufacturing industry is one of the biggest industries in the world that is currently worth nearly three thousand trillion dollars. The industry is constantly growing with the wants from consumers around the world. In order to meet and satisfy these wants from customer, “Development in the textile and clothing industry has focused on technological and cost aspects. Emphasis has been placed on keeping the price of the final product low and increasing efficiency in production.” (Niinimaki & Hassi, 2010, p. 1876) At the same time, with this expansion of the textile manufacturing industry and its consumption, pollution, climate change, fossil fuel and raw material depletion, and water pollution and shortage are constantly occurring
The Apparel or clothing industry is a very dynamic market where changes occur in a daily basis. So, rivals within this industry assist to an extreme competition. To make sure that, they stay relevant in the market scene, businesses have to develop creative, innovative and sustainable marketing strategies to attract more customers and increase their brands awareness. Because, this industry has many players, we have chosen one well known company to make our research more specific and well centered. Hennes and Mauritz AB commonly known as H&M is our best choice because, this
The main advantage of online shopping is convenient. Online shops open 24/7. People who live in remote areas do not need to speed long time on the traveling to the stores. Consumers who come from other cities/countries can easily buy the native and specialty goods by just a click instead of going to that cities/countries themselves. The relevant information of products can be received from any location in seconds. Study showed that 72% of online shoppers preferred surf online than go to retail store to attain information about a product (Lokken et al., 2003). Online shopping also has greater price information (as cited...
Textile industry plays a very important role in fulfilling human needs. The industry contributes to produce garments and apparels that human used in their everyday lives. Different types of textiles are used widely by humans in their activities. They used it to cover their bodies, cover their food or ripe plants from animals and weather, to coat their furnitures, and sometimes also used to assists them in sports.
From 2005 the textile segment has been made up of 2 companies, transforming raw materials into fabrics, from spinning to finishing and ennobling. Handicraft product quality and technological research development characterize this business segment which works with internationally recognized names of the apparel and fashion industry.
Brand offers superior quality of the service to the customer’s expectation and satisfaction. Furthermore, people are much attached to the branded products, as majority of the people purchase the branded products with the belief that brands show their status and life style in the society. And also because they believe that they are purchasing quality when purchasing branded product. As duration of stay creates impact of brand on consumer behaviour, so verification of brand image, brand loyalty and personality should be considered as the significant factors in this regard. It can also be said that there is need to improve the product of a particular brand so that the impact of brand on consumer behaviour is more effective in comparison to the existing scenario. The study also reflects that the product features are very essential for consumers. Advertising plays a very important role in achieving growth for any product or brand. The right media for advertising products and services should be chosen to gain customer attention.
This cloth recycling process is known as the “Indian shoddy industry (where clothing is completely destroyed in order to permit the reclamation of its constituent fibres)”(Norris). A modernized and westernized India has seen a growth in western name brand clothing such as Levi’s Strauss & Co. Jeans, and other brand name clothing that are favored by adolescents of western society, and have gained increasing popularity amongst Indian adolescents as well. Western clothing has become so popular in India that its own government now considers it a part of traditional Indian clothing. This is a clear example of India's loss of culture as foreign brands are becoming more prevalent within the Indian mainstream. Not only has western clothing such as jeans and t-shirts been accepted into the Indian mainstream, but India itself has delved into the clothing and fashion industry with the creation of new designer brands that perfectly capture western clothing styles.