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25014202-FASHION-MARKETING-Consumer-Behavior Powered By Docstoc

             PRESENTED BY:
            Neha Upreti - 18
      Shrestha Runthala - 28
            Surbhi Modi - 31
We would like to acknowledge our

 faculty of Fashion Marketing, Mr. Shiv
 Kumar Belli, for helping ,guiding, &
 motivating us to do the following
 assignment. We are also grateful to
 him for giving us this assignment
 which greatly helped in increasing our
 knowledge regarding the subject
Research Methodology
Theoretical Background
Analysis & Interpretation
References/ Annexure

                Consumer Behaviour
   Consumer behaviour is the study of individuals,
       groups, or organizations and the processes they use
       to select, secure, use, and dispose of products,
       services, experiences, or ideas to satisfy needs and
       the impacts that these processes have on the
       consumer and society.
   It blends elements from psychology, sociology, social
       psychology, anthropology and economics.
   It attempts to understand the buyer decision making
       process, both individually and in groups.
   It studies characteristics of individual consumers such
       as demographics and behavioural variables in an
       attempt to understand people's wants.
  Consumer Behaviour
   Towards purchase
Of Fashion apparels &
   This is a report on research into consumer behaviour when
      purchasing fashion apparels & products.
   Of particular interest is the use consumers make of
      information available to them for assisting them decide
      which products to purchase.
   The report also studies various buying habits of consumers
      mostly in urban cities regarding fashion apparels &
   On the basis, of the primary research in the form of mail
      surveys & in person questioning, analysis & interpretation
      is followed such that we are able to present the whole
      information sophistically & in simple representation
      through graphs & pie charts.
   To conclude, suggestions have been made in order to help
      consumers as well as fashion marketers to establish a more
      better relationship between a layman’s knowledge about
      fashion & their affecting buying habits.
Here, the study of consumers {in context of

  fashion} will help firms and organizations
  improve their marketing strategies by
  understanding issues such as how
 the socio-economic and demographic patters
    of consumer fashion goods usage in the
 the factors which contribute to and inform
    consumer decisions to enter into the
    purchase of such goods;
 the factors which determine choices between
    fashion providers and fashion products; and
 the manner in which various sources’
    information is being used by consumers.
            Research Methodology
   Market research is often needed to ensure that we
      produce what customers really want and not what we
      think they want.
   A Primary research was designed and conducted in the
      form of direct survey with the consumers. This
      component was interested in gaining a scan of the
      market environment. A sampling was taken of the
      information provided to consumers to influence
      consumer choice.
   This Primary Method involved use of several tools as
      available to a market researcher—e.g., mail
      questionnaires, phone surveys, observation, and focus
   This survey contained several open-ended & close-
      ended questions.
   Here, for this survey to yield meaningful responses, a
      sample size of 25 was undertaken because precision
      was essential. The samples were taken over a week’s
   Focus groups are useful when
      the marketer wants to
      launch a new product or
      modify an existing
      one. Thus, here the focus
      group was basically the
      urban chic population of
      some selected Indian
      Metropolis viz. Hyderabad,
      Mumbai, Delhi, Allahabad,
      & Bangalore
   Here, the questionnaire
      contained questions
      regarding his/her
      demographics, their source
      of information about
      fashion, & all the W
      questions regarding their
            Theoretical Background
   The first objective of this study of consumer
      behavior regarding the purchase of fashion
      apparels & products was to list down about the
      demographics of the targeted audience.
      Demographics are clearly tied to subculture and
      segmentation. Here, however, we shift our focus
      from analyzing specific subcultures to trying to
      understand the implications for an entire
      population of its makeup.
   Demographic variables essentially refer to
      personal statistics such as income, gender,
      education, location (rural vs. urban, East vs.
      West), ethnicity, and family size. Thus, they
      illustrate the reality that social status is a
      complex variable that is determined, not always
      with consensus among observers, by several
      different variables.
 The next category falls in for the source of
   information from where people seek knowledge
   regarding fashion products. Since a regular
   office going person & a layman has almost
   negligible noesis about what fashion actually
   deals with, he/she seeks information from
   various sources. Thus, the main objective here
   was to know about how many people adhere to
   source or find about fashion world.
 The next issue comes here about the actual
   buying habits of the consumers, where all what,
   where, how, when, related questions were
   asked to the targeted population, so as to help
   develop various marketing strategies for the
   fashion producers & marketeers.
      The behaviour of lower and higher income consumers
   We found, somewhat surprisingly,
     that the behaviour of consumers
     when making decisions about
     purchasing fashion goods, is
     largely the same, regardless of
     income category or gender or
     whether they reside in
     metropolitan or non-metropolitan
     areas. There are some differences
     in behaviour, but these tend to be
     confined to a relatively low
     number of circumstances. It
     appears from the focus group
     responses that, to the extent that
     there are differences in behaviour
     of the income groups, lower
     income consumers may be more
     inclined to buy goods they are
     offered without question because
     they believe it is the only product
     they will be offered.
       Analysis & Interpretation
   Demographic: People in this survey are mostly
       singles & a few were married in their peak
       earning years. Almost one-third of the
       population is between the ages of 20 and 25;
       following to it the next age group 30 -35 yrs.;
       median age is 24 years.
   Most of the households are empty nesters. This
       segment is overwhelmingly Indian, belonging to
       Indian metropolis viz. Delhi, Bangalore,
       Mumbai, Hyderabad, Allahabad.
   It follows that this market is highly educated.
       More than 80 percent of the adult population
       (aged 22 years or older) has at least a
       bachelor's degree & were mainly in software &
       management fields. A very few of them were
W                                   r a
    h e n a ske d a b o u t th e i l te st
                                    o te
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       rts             g
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                                  e i
  p u rch a se d a cce sso ri s l ke b e l ,    ts
          n              a
  e a rri g s, su n g l sse s, & so m e
  g a d g e ts.
W h e n a ske d th e a u d i n ce a b o u t th e
  cu rre n t tre n d th e y l ve d & th e o n e
        ch                         m
  w h i th e y d e te st, a l o st h a l o f  f
                 a o           i
  th e p o p u l ti n re p l e d th a t th e y h a d
  n o i e a a b o u t th e cu rre n t tre n d s a s
                           y          n
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          o         d                    a
  fa sh i n w o rl . M o st p o p u l r cu rre n t
  tre n d a m o n g th e o th e rs w a s u se o f
         o ca                as
  e co l g i lm a te ri l , d a rk co l rs,   o
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                                d       i
  p a n ts, e tc . S o m e d i re p l e d a b o u t
  th e cu rre n t tre n d s th e y d e te st to o
        ch n u                    n
  w h i i cl d e d fa n ci e ss, w i e -l g  d e
   e           g          a               l
  j a n s, b i su n g l sse s, sca l o p s, g u ys
           n        e
  w e a ri g sto l s e tc .
                    When analyzed how the
                      targeted people perceived
                      fashion as, people had
                      varied opinions, from
                      attitude, self-expression,
                      style, elegance, simple, hi-
                      fi, ephemeral, classic,
No. of persons

                      designer, branded,
                      comfort, etc. A very less,
                      almost negligible did even
                      reply that they were
                      indifferent to fashion.
                    When a close-ended question
                      of what the targeted
                      audience looked forward in
                      fashion was asked, almost
                      one-third of them replied
                      affirmatively comfort,
                      following to it was style.
                      Elegance was mostly
                      chosen by professionals in
                      the age of 30-35 yrs. & a
                      few did select quality too.
   For the almost one third of the
      population movie actors/
      celebrities (viz. SRK, Hrithik,
      Aishwarya, ) played the role of
      defining fashion in most exotic
      way. Only one of them found
      couturiers as defining fashion in
      most exotic way.
   Nearly 70% of the population said
      that they don’t read or
      subscribe to any fashion
      magazines. A few did reply
      positively to read magazines
      like vogue, Cosmo. Etc.
   Most of the people here don’t
      watch any fashion-centric TV
      programmes. A few do watch
      channels like FTV, MTV,
      Electronic Gadgets on NDTV,
      Lifestyle on CNBC TV 18.
   Almost everybody has never
      attended any fashion events,
      except for a few who have been
      to NIFT fashion shows.
           Half of the targeted
              population had no clue
              about fashion website. A
              few follow designer
              websites for specific
              information ( D&,
              ralph lauren,
No. of
persons    Almost two-third of the
              population said that they
              purchased most of their
              fashion apparels &
              products from malls. A
              few said they go to
              designer boutiques
              stores & for street
              shopping. There was only
              1 who agreed on
              purchasing articles
              The disposable income of
                 most of targeted
                 population in purchase
                 of fashion apparels
                 &products was some
No.              around Rs.1000 to
pers             Rs.5000. Some spent
                 below Rs. 1000 who
                 were basically students
                 & very less of them said
                 they spent above
              Almost cent percent of the
                 population purchase
                 fashion apparels &
                 products only on
 No. of          occasions, because of
                 their tight schedules
                 some find time for
                 shopping rarely only.
                 People in below 18 yrs.
                 Of age as students &
                 some in their early 20s
                 do agreed that they
                 purchased articles quite
No. of

            Half of the population in this
              survey mentioned that they
              self-assess for guidance in
              puchasalof fashion apparels
              & products. Few refer their
              family & friends & one fourth
              of the population said that
              they look on celebrities &
              fashion leaders for fashion
   From the whole survey we found that
      people define fashion in their own
      expressions. The middle age male
      population, hardly bothers about the
      latest trends and look more for style &
      comfort. Most of the women in their mid-
      twenties are a little more fashion
      inclined than men.
   Despite their negligible knowledge about
      fashion, most of the targeted population
      invest only on branded fashionable
      clothing & products, as they don’t want
      to risk spending elsewhere.
   As most of the targeted population works therefore,
      they are not able to keep track of the latest trends.
      They are just laymen to the actual field of fashion
      despite living in metropolis. A few had a little idea
      about fashion, but that was just in general what they
      see on street.
   Because of the consequences of recession & price hikes,
      people spend a very less amount of their disposable
      income in shopping of fashion goods. Only a few
      manage to bend on costly designer wears. Most of
      them do not want to give high prices for branded
      products & just want to do with cheap knock-offs.
   Only students & few in their early twenties looked in
      celebrities & fashion leaders as their ideals.
   Because of their busy schedules &
      their tight packed routines,
      professionals hardly bothered of
      keeping track to fashion
      magazines, fashion-centered TV
      programmes, or online sites. It was
      just students who looked in to
      source information regarding
      fashion. The question of attending
      fashion shows was not worth
      asking at all since almost everyone
      declined of going to any as they
      are not at all related to fashion
   Malls provide a very good source for
      purchasing fashion articles for
      most of the urban population
      because of the time constraint they
      have. They cant afford spending so
      much time on going & look for
      products on streets or else. They
      just directly go & select whatever
 When we look onto the time interval
    after which they go for purchasing, we
    see the same reason of their time
    constraint which binds them with their
    work & thus most of them prefer going
    for purchasing only on occasions.
 Living in metros, people have started
    self-assessing what they want to have
    when they are going for purchasal of
    fashion goods keeping in mind their
    tastes & preferences. They hardly refer
    to their friends, family or celebrities.
 As the population is not
   very fashion literate, we
   would like them to
   become more aware of
   what’s in & out in the
   fashion world by
   subscribing to magazines
   & follow fashion online.
 The fashion industry needs
   to focus on inviting the
   populace to fashion
   events rather than just
   celebs. They can organize
   events at work places &
   offices to educate laymen
   about fashion.
               References/ Annexures
   India : Shopping Malls create fashion awareness
       February 16, 2007
       Shopping malls of Lucknow have become the focal point for creating fashion
       awareness and bringing on a retail boom in Lucknow.
       The advent of mall culture in the city has given a boost to the fashion scene as it
       keeps people abreast of latest fashion trends.
       Lucknowites pick up fashion trends just as well now as their metro counterparts –
       from shrugs to trench coats to boots and stilettos.
       Lucknowites have become more fashion conscious due to increase in purchasing
       power and mall culture, said Lucknow-based fashion designer Asma Husain.
       Lucknow is considered as a lucrative market to launch new products and most
       companies target Lucknow to launch their latest collections, said Amit Jaiswal,
       supervisor at Lucknow branch of a UK-based retail chain.
       Well-known fashion brands have put up shop with many celebrities coming in to
       inaugurate showrooms in the city, observes Chandni Verma, student and party
       Exposure to media has helped to keep up with changing fads and with page 3
       parties becoming a hit, making a style statement has also gained importance,
       Asma said.

                                              Do you attend any Fashion events? If yes, which
   Name:                                         one was the last you visited to? 
   Age:                                      Which websites do you think provides the most
   Gender:                                       relevant information for Fashion apparels &
   Educational Qualification:                    products? 
   Profession:                               Where do you generally shop for Fashion
   Marital Status:                               apparels & products?
   Location:                                         Malls
   How do you perceive Fashion as?                   Online
   What do you look forward in
       Fashion?                                       Designer stores/ boutiques

           Style                                     Street Shopping 
                                              How much do you spend on your purchase?
           Comfort
                                                       Below Rs.1000
           Elegance
                                                      Up to Rs. 5000
           Quality 
                                                      Rs. 5000 & above 
   What was the last article of fashion      How often do you purchase?
       clothing or accessory you
                                                      Occasionally
   What current trend do you love the                Quite often
       most & the current trend you                   Rarely
       detest?                                Whom do you often refer to before purchase?
   Who do you think defines fashion in                 Self-assess
       the most exotic way?                             Family/ friends
   Do you read or subscribe to any
       Fashion magazines? If yes, which                 Celebrities/ Fashion Leaders
       ones?                               

   What is your fave style or fashion-
       centric television program?