‘A Comparative Study of Consumer Preference towards

Indian and Multinational Brand of Readymade Garments

(A Study of Selected Consumer of Indore Region)’

Thesis submitted to
Devi Ahilya Vishwavidyalaya, Indore
for the degree of
Doctor of Philosophy in Commerce

Submitted to Submitted By
Dr. Hema Mishra Mr. Jitendra Chouhan
Assistant Professor
Shri Cloth Market Girls Commerce College
Indore (M.P.)

* Research Center *

Shri Cloth Market Girls Commerce College Indore

(M.P)Indore.
 CERTIFICATE OF SUPERVISOR

This is to certify that the thesis entitled ‘A Comparative Study of

Consumer Preference towards Indian and Multinational Brand of
Readymade Garments (A Study of Selected Consumer of Indore Region)’ is
a piece of research work done by Mr. Jitendra Chouhan under my guidance and
supervision for the degree of Doctor of Philosophy (Ph.D.) in Commerce of Devi
Ahilya Vishwavidyalaya, Indore (M.P.) India. That the candidate has put in the
attendance of more than 200 days with me.

To the best of my knowledge and belief the thesis

i) Embodies the work of the candidate himself

ii) Has duly been completed
iii) Fulfils the requirements of ordinance relating to the Ph.D. degree of
the University, and
iv) Is up to the standard both in respect of contents and language for
being referred to the examiner.

Signature of the supervisor

Dr. Hema Mishra
Assistant Professor
Shri Cloth Market Girls Commerce
College Indore (M.P.)
DECLARATION BY THE CANDIDATE (Para 26 b)

I declare that the thesis entitled ‘A Comparative Study of Consumer

Preference towards Indian and Multinational Brand of Readymade
Garments (A Study of Selected Consumer of Indore Region)’ is my own work
conducted under the supervision of Dr. Hema Mishra, Assistant Professor at
Shri Cloth Market Girls Commerce College Indore (M.P) approved by
Research Degree Committee. I have put in more than 200 days of attendance
with the supervisor at the centre.

I further declare that to the best of my knowledge the thesis does not contain any
part of any work which has been submitted or the award of any degree either in
this University or in any other University/ Deemed University without proper
citation.

Signature of the Candidate Signature of the supervisor

Jitendra Chouhan Dr. Hema Mishra

Assistant Professor Assistant Professor

Choithram College of Professional Shri Cloth Market Girls Commerce

Studies (Indore, M.P.) College Indore (M.P.)
 TABLE OF CONTENTS

PAGE
CHAPER NO. CONTENTS
NO.

DECLARATION BY THE CANDIDATE

CERTIFICATE OF SUPERVISOR

PH.D. COURSE WORK CERTIFICATE

ACKNOWLEDGEMENT

PREFACE

CHAPTER - I INTRODUCTION OF THE RESEARCH 1-27

1.1 Indian Garment Industry 1

1.2. Consumers' Preference 4
Consumers' Preference for Branded Readymade
1.3 14
Garments
1.4 Significance of the Study 16
1.5 Research Methodology 18
1.5.1 Statement of the Problem 18
1.5.2 Objectives of the Study 18
1.5.3 Hypotheses 19
1.5.4 Research Design 20
1.5.5 Research Approach 20
1.5.6 Qualitative and Quantitative Research 20
1.5.7 Sampling Size 21
1.5.8 Data Collection 21
1.5.9 Questionnaire Analysis 22
1.5.10 Scaling Design 23
1.5.11 Statistical Analysis of Data 23
1.5.12 The Universe 24
1.5.13 The Sample 25
1.5.14 Description of Data Collection Tools 25
1.5.15 Validity & Reliability of Instruments 26
CHAPTER - II REVIEW OF LITERATURE 28 - 50

GROWTH AND CONTRIBUTION IN ECONOMY

CHAPTER - III 51 - 69
: READYMAE GARMENT INDUSTRY

A STUDY OF CONSUMER BEHAVIOUR AND

CHAPTER - IV 70-92
PREFERENCE

4.1 Stages of the Consumer Buying Process 72

4.2 Consumer Preference 74
4.2.1 Consumer Ethnocentrism 82
4.2.2 Country of Origin 85
4.2.3 Country of Origin Effect 86
4.2.4 Colour Scheme 88
4.2.5 Price Fairness 89
4.2.6 Quality 90

THEORITICAL BACKGROUND &

CONCEPTUAL FRAMEWORK : BRAND 93-114
CHAPTER - V
MANAGEMENT

5.1 Brand Management 93

5.2 Different Types of Brands 95
5.3 Brands from other Spheres 96
5.4 The Benefits of a Strong Brand 99
5.5 Brand - Customer Relationship 100
5.6 Dimensions of Brand 101
5.7 Brands and Fashion 108
5.8 Brand Customer Centricity 109
Dimensions of Customer Relationship
5.9 110
Management
5.10 Emotional Attachment 110
5.11 Consumer Brand Knowledge 111
5.12 Responsibility towards the Customer 112
5.13 Brand Personality 112
5.14 Consumer Sentiment 113
 A COMPARATIVE STUDY OF INDIAN BRAND
CHAPTER - VI & MULTINATIONAL BRAND OF READYMADE 115-180
GARMENTS

6.1 Consumers’ Preference towards Brand 116

6.2 Profile of Indian Brands 118
6.3 Marketing Mix of Indian Branded Readymade
131
Garments
6.4 Profile of Multinational Brand 139
6.5 A Comparative Study between Indian Brand
and Multinational 156
Brand with Respect to Marketing Mix
6.6 Factor Analysis 158
6.7 Factors Considered by Consumers while
167
Giving Preference to Brands
6.8 Discussion 179

CHAPTER - VII DATA ANALYSIS AND INTERPRETATION 181-201

7.1 Reliability and Validity 181

7.2 Z-Test 183
7.3 Descriptive Analysis of Demographic
183
Characteristics
7.4 Frequency Tables 189
7.5 Testing of Hypotheses 192

FINDINGS, CONCLUSION, SUGGESTIONS &

CHAPTER- VIII 202-214
RECOMMENDATIONS

8.1 Findings 202

8.2 Conclusion 205
8.3 Suggestions & Recommendations 211
Limitations of the Study and Recommendations
8.4 212
for Future Research
8.5 Managerial Implications 213
Bibliography 215-244

Appendix : Questionnaire
 LIST OF TABLE
Table Page
Table Titles
No. No.
Famous 10 Indian and Multinational Brands of readymade
1.1 15
Garments
SWOT Analysis of Consumers’ Preference towards
1.2 16
Branded Readymade Garments

6.1 Advertising of Indian Brand (Marketing Mix) 131

6.2 Sales Promotion of Indian Brand (Marketing Mix) 133

6.3 Pricing of Indian Brand (Marketing Mix) 135

6.4 Distribution Channel of Indian Brand (Marketing Mix) 137

6.5 Advertising of Multinational Brand (Marketing Mix) 148

6.6 Sales Promotion of Multinational Brand (Marketing Mix) 150

6.7 Pricing Strategy of Multinational Brand (Marketing Mix) 152

Distribution Channel of Multinational Brand (Marketing

6.8 154
Mix)

6.9 Marketing Mix of Indian Brand and Multinational Brand 156

6.10 KMO and Bartlett's Test 159

6.11 Communalities 159

6.12 Total Variance Explained 161

6.13 Component Matrixa 162

6.14 Rotated Component Matrixa 164

 6.15 Component Transformation Matrix 166

6.16 Factor- Price 171

6.17 Factor- Quality 172

6.18 Factor- Celebrity Endorsement 173

6.19 Factor- Ethnocentricity 174

6.20 Factor- Status Symbol 175

6.21 Factor- Credibility of Brand 176

6.22 Factor- Country of Origin 177

6.23 Factor- Range of Varieties 178

7.1 Reliability Statistics 183

7.2 Gender of Respondents 184

7.3 Age Group of Respondents 185

7.4 Education of Respondents 186

7.5 Occupation of Respondents 187

7.6 Income Level of Respondents 188

Characteristics of respondents classified by frequency of

7.7 189
Information Channel

7.8 Preference towards Branded Readymade Garments 190

7.9 Frequency of Shop Readymade Garments 191

7.10 (a) Descriptive Statistics 192

7.10 (b) Correlations 192

7.10 (c) 1Model Summary ( Multinational Brand ) 193

7.10 (d) ANOVA 193

7.10 (e) Coefficients 193

7.10 (c) 1Model Summary ( Indian Consumers’ Preference ) 194

7.11 Z-Test results for testing H12: 195

7.12 (a) Descriptive Statistics 195

7.12 (b) Correlations 196

7.12 (c) 1Model Summary 196

7.12 (d) ANOVA 196

7.12 (e) Coefficients 197

7.13 The Relationship between Gender and Brand Preference 198

7.14 The Relationship between Age and Brand Preference 199

7.15 The Relationship between Education and Brand Preference 199

The Relationship between Occupation and Brand

7.16 200
Preference
The Relationship between Income Level and Brand
7.17 200
Preference
 LIST OF FIGURES
Figure No. List of Figures Page No.
Basic Structural Model of Customer
1.1 5
Preference Formation
1.2 Stages of Consumers’ Preference 8
3.1 Details of Exports 54
3.2 India Import Statistics 56
3.3 India Export Statistics 58
The 6 Stages of the Consumer Buying
4.1 72
Process
4.2 Marketing Strategies and Tactics 73
Conceptual Model of Brand Personality
5.1 103
Dimensions and Brand Loyalty
Advertising of Indian Brand (Marketing
6.1 132
Mix)
Sales Promotion of Indian Brand
6.2 134
(Marketing Mix)
6.3 Pricing of Indian Brand (Marketing Mix) 136
Distribution Channel of Indian Brand
6.4 138
(Marketing Mix)
Advertising of Multinational Brand
6.5 149
(Marketing Mix)
Sales Promotion of Multinational Brand
6.6 151
(Marketing Mix)
Pricing of Multinational Brand (Marketing
6.7 153
Mix)
 Distribution of Multinational Brand
6.8 155
(Marketing Mix)
Bar Diagram of Marketing Mix of Indian
6.9 157
Brand and Multinational Brand
6.10 Bar Chart Factor- Price 171
6.11 Bar Chart Factor- Quality 172
6.12 Bar Chart Factor- Celebrity Endorsement 173
6.13 Bar Chart Factor- Ethnocentricity 174
6.14 Bar Chart Factor- Status Symbol 175
6.15 Factor-Credibility of Brand 176
6.16 Factor- Country of Origin 177
6.17 Bar Chart Factor- Range of Varieties 178
7.1 Gender of Respondents 184
7.2 Age Group of Respondents 185
7.3 Education of Respondents 186
7.4 Occupation of Respondents 187
7.5 Income Level (Monthly) of Respondents 188
7.6 Frequency of Information Channels 189
Preference towards Branded Readymade
7.7 190
Garments
7.8 Frequency of Shop Readymade Garments 191
 ACKNOWLEDGEMENT

In presenting this thesis, I would like to acknowledge the assistance of

several persons for their inspiration, support and help received from different
sources, is a matter of heart warming remembrance.

First and foremost, all praise is due to God for bestowing me with health,
knowledge and patience to complete this work.

I would like to express my deep sense of gratitude and indebtedness to

research supervisor Dr. Hema Mishra for his invaluable encouragement, helpful
suggestions, moral support and affection. Her priceless and meticulous supervision
at each and every phase of work inspired me in innumerable ways. I have been
blessed to have such a brilliant mentor to help me navigate the thesis process.

I am especially thankful to Dr. Suresh T. Silawat (Principal of Govt.

College Rau), I am thankful to Dr. S.L. Garg (Principal Shri Atal Bihari Vajpayee
Govt. Arts and Commerce College Indore), Dr. Anup Vyas (HOD of Commerce
GACC Indore),Dr. Ashish Pathak (Professor GACC Indore), Dr. Vasudev Mishra
(Principal Cloth Market College of Professional Studies Indore), Dr. Ashok Verma
Dean (BOS Commerce DAVV Indore),Dr. P. Y. Mishra (Vaishnav College of
Commerce Indore), Dr. M.D. Somani (Govt. B.P. College Mhow), Dr. Sudha S.
Silawat, (Principal of Govt. Law College, Indore), Dr. Usha Singh Rana
(Principal Choithram College of Professional Studies Indore), Kiran Kumar
Agrawal (Professor CHIMC Indore). I also thankful to the Librarian for invaluable
inputs. A word of thanks goes to the various Organizations and the research
participants from where I have collected the data for my research.

I thankful to my all friends Ronak Shrivastava, Dr. Deepak L. Taretiya,

Kinjal Shah, Mithun Biragi, Kalam Singh Dudve, Dr. Nilofer qureshi, Archna
awasthi who always motivate towards my research work and give moral support
for completing the work.
 I am grateful to my family members for their extreme moral support,
encouragement and patience during the course of studies as well as throughout
my academic career. No personal development can ever take place without their
proper guidance. My special gratitude goes to My Father, Mother, Brother, Sister,
Sister-In-laws and my lovely nephews for their moral support & co-operation.

Finally, there are still so many People whom I am unable to mention by

name, I extend my heartfelt thanks to each such individual.

( RESEARCHER)
Jitendra Chouhan
Assistant Professor
Choithram College of Professional
Studies (Indore, M.P.)
 PREFACE
India has witnessed a frantic pace of growth and development in the exports of
readymade garments over the past five years. It has estimated that the Indian
economic growth could actually exceed that of China by 2015.

It is believed that the country has potential to deliver the faster growth over the
next 50 years. There is increased sophistication in the preferences pattern of customers,
which has resulted in the emergence of appealing branded readymade garments.
Customer taste and preferences are changing, leading to radical transformation in life
style and spending patterns, which in turn is giving rise to new business opportunities.
The generic growth is likely to be driven by changing life styles and by strong surge in
income, which in turn will be supported by favourable demographic patterns. The
present study investigates ‘A Comparative Study of Consumer Preference towards
Indian and Multinational Brand of Readymade Garments (A Study of Selected
Consumer of Indore Region).

The need to understand the emerging markets and consumers has become a big
challenge for the corporate world especially in creating and managing a powerful brand.
By developing a powerful brand, corporate can establish 'brand equity' and the equity
assists firms in a variety of ways to manage competition and to maintain market share.
Branding is one of the most effective competitive tools and it is a challenging task for the
marketer to nurture a brand into a strong, profitable brand. Brands are widely recognized
as corporate assets but have been historically evaluated based on non financial attributes
like awareness, recognition and perceived value. Every marketer instinctively knows that
his or her brand is valuable.

Brand value is represented by the premium price a company gets at the time of
transfer of ownership. Buying behaviour of consumers on branded readymade garments
is changing one because of the quality and comfort of that brand are suitable for them.

The present thesis has been organized into eight chapters.

The Chapter I consists of Introduction of the topic, the overview of the

readymade garments industry and consumers’ preferences towards brand. It also consists
of review of literature, significance of the study, objectives of the study and research
methods.

The Chapter II discusses the various studies on the consumers’ preferences and
their inclination towards branded readymade garments.
 The Chapter III consists of readymade garments role in growth and contributes
in Indian economy.

The Chapter IV deals with the consumer behaviour and preference.

Consumers’ preferences are influence by many factors such as psychology of consumers,
appealing marketing strategies, environment etc.

The Chapter V consists with the brand management and influences the
consumers to purchase the brand.

The Chapter VI deals with the comparative study of Indian Brand and
Multinational Brand of Readymade Garments. Famous 10 brands in Indian and
Multinational have been selected for the study.

The Chapter VII consists of data analysis and findings and deals with different
aspects of research essential for the study. The study is descriptive and exploratory
research in order to examine the impact of consumers’ preference on branded readymade
garments through structured questionnaire. It deals with the objectives and hypotheses
of the study. The sample is collected from selected respondents in Indore city. A 5-point
structured questionnaire developed is used for collecting primary data. Through SPSS
Package (17.0 version) Correlation, Regression and Z-Test are used for the analysis,
interpretation of data and results.

The Chapter VIII discusses main findings conclusion reached by the researcher
on the basis of result of study, discusses the various suggestions and recommendations
based on the conclusions of study.

Bibliography discusses all the authors and their works which are duly
acknowledged. The references used to complete this study were compiled under the
bibliography in alphabetic order. Kindly see the bibliography for the references.