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To understand the consumer behaviour of Indian females buying p
Ethnic and Western dresses from multiple brands retails.
Faculty Guide:
Mr.Randhir.K.Singh
Sub
San
Rol
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IntroductionThe Indian Female Consumer
As Indian male consumers apparel selection is significantly influenced by brand-rel
female consumers demonstrate an equal degree of disinterest in brands .
As previously mentioned, women in India continue to prefer traditional dress for mos
including work and social/familial contexts.
Due to the slow shift in consumer adoption of Western apparel, gaining market share
segment has posed a challenge for international apparel brands and retailers .
Indian ethnic garments and garments mixing ethnic and western styling dominate th
market for Indian women..
That although a majority of women preferred to wear a mix of traditional Indian, Ind
Western apparel to work.
During social and family gatherings a majority of the women preferred traditional In
Studies have also found a paradigm shift in these preferences with working women d
greater preference for branded Western and Indo-western apparel in recent years
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Research Methodology
Data Collection Methods: 1)Primary data
2)Secondary data
Research Instruments: I prepared a structured questionnaire to collect the data
Sample Plan:
Sample Size: The sample size considered was 100 for
Method of Sampling: I did judgmental and convenience
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Research objective:
To understand advancement in Indian women and their buying preferences of dresses.
To identify the important factor which affecting the preference of respondent on multiple
stores or small stores.
To understand the preferences of Indian females over western and ethnic dresses from m
retails.
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Data Analysis
high
school
4%intermedi
ate
16%
graduate
43%
post-
graduate
37%
Education
official
8%Business
man/Self
employed
9%Homema
ker
19%
Professio
nal
18%
Student
43%
Retired
3%
Occupation
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Data Analysis
Rs15,001-30,000
Rs30,001-45,000
Rs45,001-60,000
Above Rs60,000
0 5 10 15 20 25
Rs15,001-
30,000
Rs30,001-
45,000
Rs45,001
60,000
Series1 26 35 16
Your family income?
below 21yrs
21yrs-30yrs
31yrs-40yrs
41yrs-50yrs
above 50yrs
0 10 20 30 40 50
below
21yrs
21yrs-
30yrs
31yrs-
40yrs
41yrs-
50yrs
above
50yrs
Series1 16 40 20 13 11
Age?
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Why do you visit shopping mall?
6
14
Least important
Not important
Neutral
Important
Most important
Ambience(surroun
Series1
Not important,4
Neutral, 21
Important, 44
Most
important, 31
-10
0
10
20
30
40
50
60
0 1 2 3 4 5
Family
outing(entertainment+fooding)
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Why do you visit shopping mall?
Least
important
10%Not
important
22%
Neutral37%
Important
22%
Mostimportant
9%
Discounts
010203040
Least
importantNot
importantNeutral
Important
im
AxisTitle
Least
important
Not
important Neutral Impo
Series1 21 15 31 27
Status building
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Which type of dresses do you prefer to buy from multiple brand
44 46 48 50 52 54
western
ethnic
western ethnic
Series1 53 47
Which type of dresses do you prefer to buy
from multiple brands retail
party weardaily wear
28
55
For what occasion do you pref
from retail
Series1
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0 10 20 30 40
exclusiveness in variety
quality
latest trend
discount
any other
exclusiveness
in varietyquality latest trend discount any other
Series1 22 15 40 8 15
why do you prefer buying western
dresses from retails ?
19
24 24
why do you pre
ethnic dresses fr
Series
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party weardaily wear
formal wear
2855
17
For what occasion do you
prefer buying dresses from
retail ?
Series1
multiple brands retail
local small stores
020
40
multiple brands retail
Series1 64
From where do you purchas
CHI SQUARE TEST
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Interpretation:As in the chi square table the pearson value is .001 which is less than .05
so null hypothesis is rejected and my alternate hypothesis is accepted and there is a
relationship between age and the preference for the dresses.
From the table of the symmetric measures Phi value is .398 which tells about the
association degree between age and the preference for dresses
Which type of
dresses do youprefer to buy from
multiple brands
retail
Total
western ethnic Wester
n
your
education
high school 4 0 4
intermediate
4 12 16
graduate19
24
43
post-graduate
27 10 37
Total 54 46 100
Value df
Asymp. Sig.
(2-sided)
Pearson Chi-
Square
15.854(a
)3 .001
Likelihood Ratio17.785 3 .000
Linear-by-Linear
Association3.771 1 .052
N of Valid Cases100
Nominal
by
Nominal
N of Valid Ca
your education * Which type of dresses do you prefer to buy from multiple
brands retail Crosstabulation
Count
a 2 cells (25.0%) have expected count less
than 5. The minimum expected count is 1.84.
Chi-Square Tests
Symmetric M
Ho: There is no association between preference of dresses from multiple retail outlet and education of t
Ha: There is association between preference of dresses from multiple retail outlet education of the cons
CHI SQUARE TEST1) To understand advancement in Indian women and their buying preferences of dresses.
ti
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Ho: There is no association between purchase of dresses from multiple retail mall and occupation of the
Ha: There is association between purchase of dresses from multiple retail mall and occupation of the co
Interpretation: As in the chi square table the pearson value is .050 which is eqivalent to
.05 so null hypothesis is rejected and my alternate hypothesis is accepted and there is
relationship or association between family occupation and the preference for the
dresses.
From the table of the symmetric measures Phi value is .333 which tells about theassociation de ree between occu ation and the reference for dresses.
Which type of
dresses do youprefer to buy from
multiple brands
retail Total
western Ethnic
Wester
n
your occupation official 5 3 8
Businessman/Se
lf employed2 7 9
Homemaker 7 12 19
Professional 9 9 18
Student 30 13 43
Retired 1 2 3
Total 54 46 100
Value df
Asymp.
Sig. (2-
sided)
Pearson Chi-
Square
11.07
9(a)5 .050
Likelihood
Ratio
11.38
65 .044
Linear-by-
Linear
Association
3.438 1 .064
N of Valid
Cases 100
Nominal
by
Nominal
N of Valid C
Chi-Square Tests
a 6 cells (25.0%) have expected count less than 5. The
minimum expected count is 1.38.
Symmetric Me
a Not assumb Using the
hypothesis
your occupation * Which type of dresses do you prefer to buy from multiple
brands retail Crosstabulation
Count
occupation
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One sample- t test
Objective:
2) To identify the important factor which affecting the preference of respondent on multiple brand retail st
stores.
Location
Ho: To test whether there is no significant difference in the rating of respondents for big and small stores
Ha: To test whether there is significant difference in the rating of respondents for big and small stores lo
they are
normally
located at
convenient
place
they arenormally
located at
convenient
place
Test Value = 0
T df
Sig. (2-
tailed)
Mean
Differ
ence
95% Confidence
Interval of the
Difference
Lower Upper
Low
er Upper Lower Upper
they are normally located at convenient
place28.468 99 .000 3.240 3.01 3.47
they are normally located at convenient
place25.171 99 .000 3.200 2.95 3.45
Interpretation: From the table of one sample statistics the mean tells us the
difference indicated through the one sample t test is significant or not.
So from the one sample t test table the significant value is .000 null hypotheses is
rejected which means that there is significant difference in the rating of respondents
for big and small stores location.
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Ho: To test whether there is no significant difference in the rating of respondents for big and small stores
Ha: To test whether there is significant difference in the rating of respondents for big and small stores com
N Mean
Complains are
attended quickly100 3.60
Complains are
attended quickly100 2.41
Complain
Test Value = 0
t Df
Sig. (2-
tailed)
Mea
n
Differ
ence
95%
Confidence
Interval of the
Difference
Lower Upper
Low
er
Uppe
r
Lowe
r Upper
Complains are
attended quickly35.820 99 .000
3.60
03.40 3.80
Complains are
attended quickly
24.974 99 .0002.41
0
2.22 2.60
One-Sample Statistic
One-Sample Test
Interpretation: So from the one sample t test table the significant value is .000 null
hypotheses is rejected which means that there is significant difference in the rating of
respondents for big and small stores complain attended .
Variety
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N Mean
It offers more
variety of dresses100 3
It offers more
variety of dresses100 2
Test Value = 0
t Df
Sig. (2-
tailed)
Mea
n
Diffe
renc
e
95%
Confidence
Interval of the
Difference
Lower Upper
Lo
wer
Upp
er
Low
er Upper
It offers more variety
of dresses34.532 99 .000
3.75
03.53 3.97
It offers more varietyof dresses
31.699 99 .000 2.970
2.78 3.16
VarietyHo: To test whether there is no significant difference in the rating of respondents for big and small stores var
Ha: To test whether there is significant difference in the rating of respondents for big and small stores variety
One-Sample StatisticsOne-Sample Test
Interpretation: So from the one sample t test table the significant value
is .000 null hypotheses is rejected which means that there is significant difference in
the rating of respondents for big and small stores variety of dresses kept.
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Objective:
3)To understand the preferences of Indian females over western and ethnic dresses from multiple brands retails
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