lifestyle marketing and its impact onpurchase pattern of readymade garments
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A Study of Consumer’s changing lifestyle Pattern in the Branded V/S Unbranded
Male Readymade Garment Market
Dr. D.S. Chaubey
Abstract:
At the start of new century the country is witnessing the rapid expansion of marketing activities.
The life style marketing has emerged as one of the important strategy for marketer to attract
consumer to its offer. The study of lifestyle is interdisciplinary. This influencing factor relates
to the way we live through the activities we engage in and interests we express. In simple terms
it is what we value out of life. There is no way of understanding global environmental change
without understanding modern consumption and lifestyle patterns. Lifestyle is often determined
by how a consumer spend his time and money. It draws on a variety of disciplines such as
anthropology, psychology, sociology and economics. Marketing uses this eclectic approach for
segmenting, targeting and positioning which forms the core of marketing strategy. Because
lifestyle refers to the way in which people live and spend money, consumers psychographic
profiles are derived by measuring different aspects of consumer behaviour such as Products and
services consumed their Activities, interests and opinions Value systems , Personality traits
and self-conception and Attitude towards various product classes. The present study aims to
explore the customer preference in purchasing readymade garment. The study indicates the high
association of purchase pattern of readymade garment with the age and income of the
respondents.
About the Author:
Author is M.B.A and Ph.D in Marketing Management . He has authored more than 20 research papers for variouss national and international journals of repute and also participated in many national and international level of conferences and seminars. Presently he is working with Omkarananda Institute of Management and Technology, Rishikesh. His areas of interest is: Marketing Management; Consumer Behaviour, Project Management; Sales and Distribution Management and General Management.
Contact:
Dr. D. S. Chauby,Assistant Professor
Omkarananda Institute of Management and Technology (OIMT)P .O. Sivanada Nagar, Muni Ki Reti
Rishikesh-249192 (Uttrakhand), IndiaPh: 09411712859
e-mail: chaubeyds@yahoo.com
1
A Study of Consumer’s changing lifestyle Pattern in the Branded V/S Unbranded
Male Readymade Garment Market
Introduction:
In modern time, "Lifestyle Marketing" has become the one of the important merchandising
strategy to engross customers. We use the term ‘lifestyle’ in order to frame consumption
behavior of the customer. A lifestyle is a syndrome of social situation, social practices, and
mentalities (attitudes, values) at the level of social systems. Individual behaviors, routines and
tastes are located at the micro-level of everyday life, and general or average ways of doing
things refer to a way of life at the macro-level. Lifestyle has a psychological influence that
affects buying behavior reflecting a person's choice of how to spend time and money and the
attitudes and values attached to these behavioral patterns. This influencing factor relates to the
way we live through the activities we engage in and interests we express. In simple terms it is
what we value out of life. Lifestyle is often determined by how we spend our time and money.
Products and services are purchased to support consumers’ lifestyles. Marketers have worked
hard researching how consumers in their target markets live their lives since this information is
key to developing products, suggesting promotional strategies and even determining how best to
distribute products. It is a pattern of living that is articulated through activities, interests, and
opinions percentage and affected by demographics like a person's age, education, income, social
class etc. Lifestyle marketing attempts to group customers according to some amalgamation of
three categories of variables Activities, Interests, and Opinions (AIO) and identifies the potency
of a customer's chosen lifestyle for determining the sort of products to be purchased and the
specific brands that are further likely to appeal to the chosen lifestyle segment. Lifestyle
marketing has assumed a new paradigm in today's competitive business world.
Lifestyle Marketing necessitates and works best when companies are able to connect with the
lifestyle of their existing and potential customers by developing effective marketing strategies
that seamlessly fit their way of living. It provides tremendous opportunities to the companies to
directly target a specific type of consumer who will most likely be an enthusiast of the
company's specific products and thus, provide a competitive business advantage to the company
and generate more business. The companies have to be constantly attentive and tuned in to the
simple reality, that understanding consumers and reflecting their AIO through sound message is
what really builds for successful Lifestyle Brands and Lifestyle Marketing.
2
Review of Previous Literature:
Life style is a social phenomenon. This is the way a person (or a group) lives. This includes
patterns of social relations, consumption, entertainment, and dress. A lifestyle typically reflects an
individual's attitudes, values or worldview. Having a specific "lifestyle" means engaging in a
characteristic bundle of behaviors that makes sense to both others and the self in different times
and places. Therefore, a lifestyle can be used to forge a sense of self identity and to create cultural
symbols for the way a person is. The behaviors and practices within lifestyles are a mixture of
habits, conventional ways of doing things, and reasoned actions. Thomas Tan Tsu Wee, in his
study on exploration of a global teenage lifestyle in Asian societies , found that each generation
of teenagers has its own global culture shaped by the familiar Western themes and values brought
via the mass media. In addition there is the national culture and shared historical experiences
which can only heighten social and cultural complexity in understanding the consumer culture of
teenagers. In business, "lifestyles" provide a means of targeting consumers as advertisers and
marketers endeavor to match consumer aspirations with products. Lifestyles are group specific
forms of how individuals live and interpret their lives in a social context. Lifestyle research needs a
double perspective/methodology: observer and participant. We live our lives, and others observe it
(by the way: other social actors, not only scientists), but we need to make sense of our actions and
frame them in a more or less personally interpreted (sub-)cultural framework. There is a shift
“from production to pleasure” (Schipper 1997) prolongs, especially if we take the developing
world into account. Alvin Toffler predicted an explosion of lifestyles ("subcults) as diversity
increases in post-industrial societies. Currently, the luxury market is taking a new direction with
unprecedented demand coming from Asian countries, and thus research has focused on the cross-
cultural comparison of attitudes toward the luxury concept (Duboisand Laurent 1996; Dubois and
Paternault 1997) and the comparison of motivations between Asian and Western societies (Wong
and Ahuvia 1998). However, these studies have focused on only some aspects of prestige-seeking
consumer behavior. Although researchers agree that the study of prestige goods is interesting and
important, there is currently little agreement about how best to define, and hence understand, the
psychology of prestige-related consumer behavior. "Status brand strategies are intuitively
recognized by marketing professionals and practitioners. However, there is little literature on the
topic reported in scientific journals" (Andrus, Silver, and Johnson 1986). Mahajan and Singh
(1997) studied the impact of media on lifestyle of adolescents in the age group of 12-18 years of
age and found that media especially television and satellite channels certainly affected the lifestyle
of individuals. They tend to buy the product advertised by media, irrespective of its cost. The way
of presentation mattered in case of food items whereas in case of clothing, designer label mattered.
The Signs of improving lifestyle patterns are becoming visible in Indian societies, with the per
capita expenditure registering phenomenal growth. According to the 61st National Sample Survey 3
Organisation (NSSO) report (July 2004-June 2005), there is boom in readymade clothing sales, the
report finds that tailoring expenses per person have seen a dramatic fall in both rural as well as
urban India. The fall in rural areas has been around 26 per cent and 33 per cent in urban areas; the
number of households per 1,000 incurring tailoring costs during a 30-day period in both areas
shrunk by about one-third since 1999-2000. The fall, however, has seen that the per capita
expenditure on readymade garments rise by 63 per cent in both rural and urban areas. In the
current cut-throat business environment, marketers have to keep pace with the changing consumer
behavior and with peoples' lifestyles. Consumers have to be drawn in through novel marketing
techniques, as customers no longer buy products the way they used to do in the past. Increased
disposable income of the consumer and the role of brands and products in consumer lifestyles, are
crucial factors leading to important changes in consumer behavior. A study of the lifestyle
behavior of the consumer provides valuable insights that can guide companies' marketing and
advertising strategies.
Objectives and Methodology
The present paper aims to study what customer prefers in purchasing readymade garment.
But the main objective of the present study is to find out what factors make the customers
satisfied and what makes them dissatisfied while selecting readymade garments. On the basis of
review of literature, a null hypothesis was also formulated. It was hypothesized that Factors
Influencing consumers in their purchase decision are not associated with their demographic
characteristics. Another hypothesis includes; the promotional technique influenced the
consumers purchase decision is not associated with age and income To attain these objectives
and test the hypothesis, a random survey of 250 customers located in Dehradun city were
administered. To collect the necessary information, various parameters were developed with the
help of literature. The responses to these parameters were gathered, coded, tabulated and
analyzed. To measure the intensity of parameters Likert 5 point scale was used. To test the
hypothesis 2 test was applied. . Table 1 indicates the profile of respondents.
4
Above table
No. 1 indicates that
sample is dominated
by male categories in
the age group of 15-
30 years having
education upto
graduation . table also
reveals that majority of
the respondents
falls in the serving class,
married categories
and earning upto Rs.
10000PM
Consumers choice on
readymade garments and stitching of clothes
Table No 2
The above table no 2 indicates that 40%
consumers are purchasing readymade
garments. Whereas 28% respondents
prefers stiched cloths and 30 % is
agreeing with the option for purchase
of both readymade garments and
stitching of clothes of their choice. It
reveals that majority of consumers like to purchase both readymade garments and stitching clothes
of their choice.
An attempt was also made to assess the relationship between consumers’ preference on
purchase of readymade with their age and income.
Categories Count PercentageGender Male
Female141 109
56.443.6
Age
From 15-30 Years31-45 years Above 45 years
133 7938
53.231.615.2
EducationLevel
Below MatricBelow graduationPost GraduationProfessional Qualification
2413353 40
9.653.221.216.0
Monthly Income
Upto Rs.10000PMRs.10000-15000PMAbove Rs.15000PM
1127662
44.830.424.8
Marital Status
MarriedUnmarried
15595
6238
Occupation ServiceBusinessUnemployedStudents
139532632
55.621.210.412.6
Sl no Nature of product Number of respondents
Percentage
(a) Readymade garments
105 42
(b) stitched cloth 70 28
(C) Both readymade garment and stitched cloth
75 30
Total 250 100
5
Table no 2-A
Calculated value of chi-square
equals to 2.318534. Chi-square
value at 5% significance level
and 4 degrees of freedom is
9.488. As calculated value of chi-
square is much lesser than the
critical value, null hypothesis is
accepted revealing that
consumers’ choice on purchase pattern is not associated with their age group.
Table No 2-B Consumers’ Preference with Income
Calculated value
of chi-square equals to
25.2088 Chi-square
value at 5% significance
level and 4 degrees of
freedom is 9.488. As
calculated value of chi-
square is much larger
than the critical value,
null hypothesis is rejected indicating that “consumers’ behaviour of purchasing only gents
readymade garments or purchasing both readymade garments and stitching clothes of their choice
is associated with income group”.
Consumers Choice on Branded and Unbranded Shirts
An attempt was made to assess the preferences of consumers whether they prefer branded or
unbranded readymade garments. For this purpose, consumers were asked to give their opinion about their
choice on branded and unbranded readymade garments. The information is presented in table No. 3.
Age Group
readymade garments
stitched cloth Both Total response in age group
15-30 53 41 39 13331-45 34 22 23 79Above 45 18 7 11 38Total 105 70 75 250Chi Square Value = 2.318534
Income Groupreadymade garments
stitched cloth
Both Total
Upto Rs10000PM
42 44 26 112
Rs. 10001-15000
32 23 21 76
Above 15000 31 3 28 62
Total 105 70 75 250
Chi Square Value = 25.2088
6
Consumers’ preference on branded Vs unbranded Garments
Table no 3
Table 3 indicates that among the consumers
of gents’ readymade garments, only 28.4%
prefer unbranded readymade garments.
Whereas 71.66% of consumers preferes
branded gents’ readymade garments to meet
their requirements. Analysis significantly
highlights that sample is dominated by those respondents who use to prefer branded shirts.
An attempt is made to analyse the degree of association of consumers’ choice between branded
and unbranded readymade garments with their age and Income. Results are shown in table 3- A.
Consumers’ choice on branded and unbranded readymade garments with age
Table no 3-A
Tabulated value of chi-square at 5% significance
level and 2 degrees of freedom is equals to
14.53257 calculated value of Chi-square values at
5% significance level and 2 degrees of freedom is
5.99. As calculated value of chi-square is much
larger than the critical value, null hypothesis is
rejected indicating that consumer’s choice on
unbranded and branded garments are
associated with age.
Table 3.B Consumers’ Choice On Branded And Unbranded
Readymade Garments With Income
Calculated value of chi-square equals to
20.87111Chi-square values at 5%
significance level and 2 degrees of freedom is
5.99. As calculated value of chi-square is
much larger than the critical value, null
hypothesis is rejected indicating that
Consumers’ Choice On Branded And
Unbranded Readymade Garments is
associated with their
Sl
No.
Consumer’s
Choice
Total number of
respondents
Percentage
A Unbranded 71 28.4
B Branded 179 71.6
Total 250 100
Choice
Age Group
Unbranded Branded Total
15-30 27 106 13331-45 35 44 79Above 45 9 29 38
Total 71 179250
Chi Square = 14.53257
Income GroupUnbranded Branded Total
Upto 10000PM 48 64 11210001 – 15000 PM 13 63
76
Above 15000PM 10 52 62
Total 71 179 250
Chi Square = 20.87111
7
Consumers Choice on Cost of Garments
An attempt is made to analyse consumers’ choice on cost of gents’ readymade garments they
prefer to purchase. Analysis has also done on consumers’ preference on cost of garments and how much
a consumer would like to spend for a readymade garment. For this purpose, consumers were asked to
give their opinion about their choice on cost of readymade garments, they prefer to purchase.
Table 4 Consumers’ choice on cost of readymade garments.
Above table indicates that
maximum number of consumers, i.e.
31.6% like to purchase readymade shirt
with cost ranging from 201-400. Next
preferred cost by the consumers are 401-
600 with 26.8% and remaining 21.2% and
20.4% consumer prefer a shirt of cost less
than 200 and above 600 respectively. It
reveals that dominant preferred cost range for consumers is between Rs. 201-400.
An attempt is also made to analyse association of attributes on cost of readymade garments with
age and income..
Table no 4 A Association of attributes on cost of readymade garments with age
Age Group
Less than Rs 200
201 – 400 401 - 600 Above 600
Total
15-30 33 41 37 22 13331-45 16 23 19 21 79Above 45 4 15 11 8 38Total 53 79 67 51 250Chi Square = 6.61772
Chi-square test can be used to test the hypothesis that “cost of readymade garment choose to
purchase by consumers is not associated with age group”. Calculated value of chi-square equals to
6.61772 Chi-square value at 5% significance level and 6 degrees of freedom is 12.59. As calculated value
of chi-square is much lesser than the critical value, null hypothesis is accepted indicating that
consumers’ choice on cost range of readymade shirt is not associated with age.
Table No.4-B Association of attributes on cost of readymade garments with
income
Income Group Less than Rs 200
201 – 400 401 - 600 Above 600
Total
Upto 10000PM 28 52 10 22 11210001 – 15000 PM 14 15 39 8 76Above 15000PM 11 12 18 21 62Total 53 79 67 51 250
Sl No Cost Number of
Respondent
Percentage
A Less than Rs. 200 53 21.2
B 201 – 400 79 31.6
C 401 – 600 67 26.8
D Above 600 51 20.4
Total 250 100
8
Chi Square = 53.59399
Chi-square test can be used to test the hypothesis that “cost of readymade garment choose to
purchase by consumers is not associated with income group”. Calculated value of chi-square equals to
53.59399 Chi-square values at 5% significance level and 6 degrees of freedom is 12.59. As calculated
value of chi-square is much larger than the critical value, null hypothesis is rejected indicating that .
consumers’ choice on cost range of readymade shirt is associated with income.
5 Effective Media of Advertisement on Gents Readymade Garments
An attempt was made to find out the effective media of advertisement for gents’ readymade
garments. For this purpose, consumers were asked to give their opinion about the media which gives
maximum exposure to gents’ readymade garments through advertisement. The information is presented
in table below.
Most Effective Media of Advertisement
It reveals from the study that television is the
most effective media for the advertisement of
readymade garments as it was indicated by almost
two third respondents in the sample.
6. Factors influencing consumers’ decision while purchasing gents readymade garments.
Study shows dominant influencing
factor while purchasing is self-
assessment. Advertisement, brand loyalty,
friends and family members respectively
are followed by self-assessment.
Sl No.
Media
Number of
respondents
Percentage
A Television 155 62
B News paper 25 10
C Magazine 35 14
D Radio 15 06
E Hoarding &
Banner
15 06
F Cinema Hall 05 02
Total 250 100
Sl No Factors Number of respondents
Percentage
A Advertising 50 20
B Friends 35 14
C Brand Loyalty 45 18
D Family 15 6
E Self Assessment 105 42
Total 250 100
9
An attempt is also made to assess the association of attributes of factors influenced in consumers
decision while purchasing gents’ readymade garments with age and the same data is indicated in the table
below.
Table no 6 A Age group wise influence of five factors in purchase decision.
Age Group Advertisement
Friends Brand Loyalty
Family Self Assessment
Total
15-30 37 15 26 11 44 13331-45 12 12 12 0 43 79Above 45 1 9 7 4 18 38Total 50 35 45 15 105 250 Chi Square = 26.23808
Chi-square test can be used to test the hypothesis “factors influencing consumers in the purchase
decision are not associated with age group. Here Chi-square test statistics (X2) = 26.23808Critical value
at 5% level of significance with 8 degrees of freedom equals 15.51As calculated value of Chi-square is
lesser than the critical value, null hypothesis is accepted indicating that factors influencing the
purchase decisions are associated with age group of consumers.
Table no 6 B Income group wise influence of five factors in purchase decision
Income Group Advertisement
Friends Brand Loyalty
Family Self Assessment
Total
Upto 10000PM 17 23 15 12 45 11210001 – 15000 PM 23 4 14 01 34
76
Above 15000PM 10 8 16 2 26 62
Total 50 35 45 15 105 250
Chi Square = 24.75748
Chi-square test can be used to test the hypothesis, “factors influencing consumers in their
purchase decision are not associated with income group”. Here Chi-square test statistics is 24.7574. the
tabulated value of Chi-square at 5% significance level with 8 degrees of freedom equals 15.51.As the
calculated value of chi-square is much more than the critical value null hypothesis is rejected indicating
that factors influencing consumers purchase decision are associated with income.
7 Promotional Techniques and Consumers
10
An attempt is made to know about the Promotional techniques preferred by consumers while
purchasing gents’ readymade garments and the same is tabulated in the table below.
Table no 7 Promotional techniques preferred by consumers.
Table indicates that
dominant scheme, which like most
by consumers is guarantee for a fixed
period with 30% of response. 36% of
consumers like special / seasonal
offer. Similarly 24% like discount
and only 10% consumers like gift
scheme. So the dominant scheme
which consumers like most are
guarantee of the garment for a fixed period.
An attempt is also made to know about the association of attributes of promotional techniques
with age and income. The same is indicated in the table No 7A below.
Table no 7A Association of Attributes of Promotional Techniques with Age Group
Chi-square can be used to test the hypothesis “the promotional technique influenced consumers purchase decision making is not associated with age group”. Here calculated value of chi-square equals to 29.91101171 Chi-square at 5% significance level and at 6 degrees of freedom equals to 12.59. As
calculated value of chi-square is lesser than critical value, null hypothesis is rejected indicating that promotional offer is closely associated with their age.
Table no 7B Association of Attributes of Promotional Techniques with Income.
Income Group Gift Guarantee Special / Seasonal offer
Discount Total
Upto 10000PM2 22 42 30
112
10001 – 15000 PM 8 22 20 14
76
Above 15000PM10 12 18 0
62
Total 25 75 90 60 250
Sl No Scheme Number of
respondents
percentage
A Gift 25 10
B Guarantee for fixed period 75 30
C Seasonal / Special Offer 90 36
D Discount 60 24
Total response 250 100
AgeGroup
Gift Guarantee Special / Seasonal offer
Discount Total
15 – 30 13 32 59 29 13331 – 45 8 36 24 16 79Above 45 4 7 7 20 38
Total 25 75 90 60 250
Chi Square = 29.91101171
11
Chi Square = 35.39576428
Chi square test can be used to analyse the hypothesis “the promotional technique influenced consumers
purchase decision making is not associated with income group”. Here calculated value of chi-square
equals to 35.39576428 Chi-square at 5% significance level and at 6 degrees of freedom equals to 12.59.
As calculated value of chi-square is much larger than critical value, null hypothesis is rejected indicating
that various sales promotional scheme is closely associated with the income level of the respondents.
8 Importance of Different Properties / Qualities of Readymade Garments to Consumers
An attempt is made to know about the consumers attitude towards some qualities / properties of
gents readymade garments. For this purpose, respondents are instructed to tick any five rating starting
from 1 indicating “least important” to the mentioned quality and 5 indicating “very important”. Positional
weightage method is used to know the weightage given by all respondents to each indicated qualities /
properties (brand name, price, stitching, quality, latest trend and comfort). It is calculated by using the
equation “Net Weightage equal to sum of each positional weight multiplied by total response of
respective positions by respondents.” Then net weightage is compared with each other to get a
conclusion. Results are shown in table below.
Table No 8Consumers rating on different property / qualities of gents readymade garments.
Sl No
Property/ Quality 1 2 3 4 5 Weightage Rank
1. Brand Name 16 28 40 48 68 724 05
2. Price 20 12 40 44 84 760 04
3, Stitching 4 6 20 56 114 870 02
4. Quality 2 10 18 46 124 880 01
5. Latest Trend 36 48 40 32 44 600 06
6. Comfort 12 12 20 36 120 840 03
It reveals from the study that all properties / qualities of a readymade garment, brand name, price,
stitching, quality, latest trend and comfort are important to consumers. But compared to all other
properties / qualities mentioned above, quality of the garment is much important to consumers.
9 Brand Awareness and Brand Preference of Consumers of Gents Readymade Garments in
Dehradun City
An attempt is made to analyse brand awareness and brand preferences of consumers in Dehradun
City. Table below shows consumers brand awareness and brand preference level of gents’ readymade
garments.
12
Table No.9 Brand awareness level of gents’ readymade garments in Dehradun.
Analysis presented in table
below indicate that maximum
consumers, i.e. 88% consumers are
aware of the brand name Raymond.
Whereas 66%, 58 %and 58%
consumers respectively are aware
of the brand name Peter England,
Zodiac and Vivaldi respectively.
Similarly secured 55%, 48%, 47%,
42% and 40% respondents
respectively are aware with
Cambridge, Luis Philip, Oxemburg,
Pantaloon and Polo brand of
readymade garments. On the similar
pattern, 28% , 26%, 26%, 25%, 24%
and 16 % respondents respectively
are aware with Arrow ,Henry Hill,
Taleta, Osho, Allen Solley and Vincent brand of readymade garments. Analysis significantly highlights
that Raymond have created the better brand awareness in the mind of consumers as it was indicated by
most of the respondents in the sample.
10 Most Preferred Brand of Readymade Garments
The above table No. 3.23 show
that 14% consumers selected Raymond
as their favourite brand whereas 13 and
11 percent consumers choose Peter
England and Vivaldi as their favourite
brand. While 9% each consumers
choose Cambridge and Luis Philip as
their favourite brand only 8% each were
selecting Pantaloon and Zodiac. On the
other hand 7 percentage are favoring to
purchase Taleta as their favourite brand
only 4, 4, 4, 3, 3, 2 and 1 percentage are
Sl No Brand Name No of Respondents
Percentage
A Raymond 176 88B Vincent 32 16C Cambridge 110 55D Pantaloon 84 42E Zodiac 116 58F Peter England 132 66G Vivaldi 116 58H Luis Philip 96 48I Oxemburg 94 47J Allen Solley 48 24K Polo 80 40L Charlie 116 58M Cotton Country 126 63N Couton 82 41o Henry Hill 52 26p Arrow 56 28Q Taleta 52 26R Osho 50 25S Rough&Tough 122 30.5T Adidas 286 71.5U Puma 32 39.5
Sl No Brand Name Number of respondents
Percentage
A Raymond 28 14B Vincent 4 02C Cambridge 18 09D Pantaloon 16 08E Zodiac 16 08F Peter England 26 13G Vivaldi 22 11H Luis Philip 18 09I Oxemburg 8 04J Allen Solley 8 04K Cotton Country 2 01L Henry Hill 8 04M Arrow 6 03N Taleta 14 07O Osho 6 03
13
in the opinion to purchase Oxemburg, Allen Solley, Cotton Country Henry Hill, Arrow, Osho, Vincent
and Polo respectively as their most preferred brand. Study reveals that Raymond has got maximum
awareness and Brand Preference level in DEHRADUN City.
11 Post Purchase Satisfaction
An attempt is made to analyse post purchase satisfaction of consumers of gents readymade
garments. For this purpose consumer were asked whether they are satisfied with their present brand of
readymade garment and whether they would like to purchase the same brand in future. The results
obtained thus are given below
Table No. 11 Extent of satisfaction with the present brand
Table No 11
indicates that 71.6%
consumers are
satisfied with their
present brand.
remaining 28.4% consumers are not satisfied with their present brand.
Table no 12 Intention to Purchase Next Brand
An attempt was made to
know the intention of the
respondents to purchase the
presents brand of readymade
garments in future. In this context
analysis projects that 49.2%
consumers preferred to purchase
present brand for their future, as
they are very much satisfied with it. Whereas only 50.8% are against the opinion of choosing present
brand for the their future purchases. It reveals from the study that while 49.2% consumers are
satisfied with their present brand, only 40.8% are preferred to choose present brand for their
future purchase.
Sl. No. Description Number of
Respondents
Percentag
e
A Satisfied with present brand 179 71.6
B Not Satisfied with present brand 71 28.4
Total 250 100
Sl No. Intention Number of
respondents
Percentage
A Respondents with
positive response
123 49.2
B Respondents with
negative response
127 50.8
Total 250 100
14
Conclusion
Lifestyle relates to the way we live through the activities we engage in and interests we express.
In simple terms it is what we value out of life. Lifestyle is often determined by how we spend our time
and money. Products and services are purchased to support consumers’ lifestyles. Marketers have
worked hard researching how consumers in their target markets live their lives since this information is
key to developing products, suggesting promotional strategies and even determining how best to
distribute products. The fact that lifestyle is so directly tied to marketing activity will be further
examined as we discuss developing target market strategies In traditional societies, one’s consumption
options are largely dictated by class, caste, village, or family. In a modern consumer society, however,
people are more free to select the set of products, services, and activities that define themselves and, in
turn, create a social identity that is communicated to other. These findings help explain the various factor
that managers must establish or monitor for creating a lasting prestige brand. As noted, the propositions
of this review could serve various purposes, but perhaps be specifically applied to create and build brand
prestige, or address issues such as how to maintain brand prestige once it is established. The benefits
from this framework reside in helping researchers understand how consumers view branded readymade
garments. The study reveals that the consumers purchase preference of branded v/s unbranded readymade
garment is independent with their age and income. It also indicates that various factors motivating
purchase decision like advertisement , friends, brand loyalty, family members recommendation and self
assessment are associated with the age and income of the respondent. The finding also support the
hypothesis that various sales promotional scheme used by advertisers to promote sale is closely
associated with the age and income level of the respondents.
15
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http://www.thehindubusinessline.com/2007/05/04/stories/2007050400331200.htm
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Annexure –I
A Study of Consumer’s changing lifestyle Pattern in the Branded V/S Unbranded
Male Readymade Garment Market
Researcher: Dr. DS Chaubey,
1. Personal Profile
A. Name :……………………………….
b. Age :……………..years
c. Sex : Male/ Female
d. Marital Status : Married / Unmarried
e. Income : : Rs……………..per month.
f. Educational Qualification :
(a) Below Matric
(b) Graduate &Below
(c) Post-graduate
(d) Professional Qualification
h. Occupation
(a) Student ( ) (b) Business ( )
(c) Employed ( ) (d) Unemployed ( )
2. Do you buy gents readymade garments(a)Yes ( ) (b) No ( )3.Which of the following option belong to your purchase decision? (a) purchasing only readymade garments (b) Purchasing both readymade garments
and stitching of cloth
4.If a chance is given , What type of readymade shirt would you like to purchase? (i) (a) Branded ( ) (b) Unbranded ( ) (ii) Cost
(a) Less than 200 ( ) (b) Cost between Rs.201-400 ( ) ( c) cost between 401-600 () (d) Cost above 600 ( )
5. Advertisement of readymade garment in which media is liked most by you?(a) TV (b) Radio
(c) News Papers (d) Magazine (e) Hoardings and Banners (f) Cinema 6.Which of the following brands of gents readymade garments you are aware of ?
a. Raymond b. Cambridgec. Pantaloomd. Zodiace. Peter Englandf. Vivaldig. Louis Philipsh. Oxembergi. Allen Solley
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j. Polok. If any other please specify
7. Which is your favourite brand of readymade garment Amongst the following?
(a) Raymond (b) Cambridge(c) Pantaloom(d) Zodiac(e) Peter England(f) Vivaldi(g) Louis Philips(h) Oxemberg(i) Allen Solley(j) Polo(k) If any other please specify
8. Amongst the given factors who influenced you most in selecting your favourite brands of readymade garment ?
(a) advertisement (b) Friends / relatives (c) Brand Loyalty (d) Family / children
(e) Self assessment (e) If any others please specify………………. 9. Amongst the given promotional aspects, which aspect is most liked by you in purchasing a readymade
garments ? (a) Gift along with the product(b) Specia/l Seasonal offer(c) Guarentee for a fixed period(d) Discount offered by the company (e) If any other please specify
10.On a scale of 1 to 5 kindly rate the following product attributes while purchasing your brand of readymade garment .
(a) Brand Name. 1--------------2----------------3-------------4----------------5 Not so important Very important
(b) Price of the product. 1--------------2----------------3-------------4----------------5 Not so important Very important( c) Stitching . 1--------------2----------------3-------------4----------------5
Not so important Very important( d) Quality 1--------------2----------------3-------------4----------------5 Not so important Very important(e)Latest Trend 1--------------2----------------3-------------4----------------5 Not so important Very important(f)Comfort 1--------------2----------------3-----------4----------------5 Not so important Very important
11. Are you satisfied with your present brand readymade garment ?
(a) Yes(b) No
12.will you give preference to your present brand for future purchase ?
(a) Yes(b) No
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