Baby Garments

M. Shahrukh Rehan
BBA (Hons)
 Executive Summary
The title of our project is “Baby Garments.” Baby garments industry includes
clothing for infants and toddlers. Baby fashion is a social-cultural consumerist practice that
encodes in children's fashion the representation of many social features and depicts a system
characterized by differences in social class, richness, gender or ethnicity.

In this project we find out the customer buying behavior on baby garment. There are
various factors that affect customer buying behavior. These factor are age of child, quality of
clothes, durability, ease care, fashion & style, color, fiber content, brand name, store reputation
and store service. We collect this information from google scholars and case studies. After that
we made questionnaire.

We did both qualitative and quantitative research. In quantitative research, we collect

data through questionnaires. Our population includes all customers who buy baby garments. Our
sample size is 50 customers who buy baby garments. We collect data from people with different
age groups. They are of both gender. After collecting data, we made pie charts and bar graphs on
MS excel.

For qualitative research, we conducted interviews from 10 customers. By using this data,
we made three categories i.e. primary consideration, secondary consideration and least
consideration. After analyzing interview’s data, themes are created on MS word. At the end we
conclude result based on our findings.

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 Introduction
Baby Garments
Baby garments refers to clothing for infants and toddlers aged between 0 to 36 months.
Baby garments is clothing for children who have not yet grown to full height.
It includes apparel such as outerwear, innerwear, nightwear, socks, and tights designed
for babies. The clothes are categorized in accordance with the age of the child. Infant wear
includes clothing for infants less than 12 months of age, and toddler wear refers to clothing for
children aged between one and three years.
Baby fashion is a social-cultural consumerist practice that encodes in children's fashion
the representation of many social features and depicts a system characterized by differences in
social class, richness, gender or ethnicity.
Some of the baby garments are as follows:

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Customer buying behavior
There are the following factors on which customer buying behavior depends:
Age
Children of different ages have varying clothing needs. As a result, customers will look
for different attributes in apparel depending on the age of the child. They consider age of child
while buying baby garments. Their age may vary from 1-11 month to toddlers and preschool
child. Different brands size clothing differently. Therefore, customer consider weight as a better
measure and it is listed along with age on many baby clothes.
Comfort
Customer go with dresses that ensure the best of the comfort for their kid. They buy
clothes that made with soft fabrics and are also durable. They always go with simple designs and
prints so that the baby can sleep, play and relax without any obstruction.
Customers do not choose clothes with small buttons, decorative rhinestones or bows,
because they can be choking risks. Clothes with long ties or that pull tightly around your baby's
arms, legs, or neck are also unsafe. They make sure that decorations are sewed on tight.
Tight clothes, particularly those with elastics or spandex, can be very uncomfortable for
babies. Customers check elastics to make sure they are not too tight. They make sure that there’s
a lot of room because babies grow fast. Zippers, seams and other features on clothes can cause
babies discomfort by poking or even hurting their skin. So, when customer shop for newborn
baby clothes, customers check for bulges, sharp edges, etc. They try to buy clothes with as few
seams as possible. Scratchy garments can irritate a baby’s skin, cause allergic reactions, and
create other problems. Zippers, Velcro, and other attachments can cause clothes to scratch. Some
kinds of material such as wool, can be scratchy. Therefore when customer shop, they remember
that baby’s skin is much more sensitive than their own skin.
Fit and size
Some babies never fit into the "newborn" size. Others may even grow out of 3-month-
sized clothes after only one month. So, buy items in the 6-month or 1-year size to have on hand.
Some clothes can be worn a little big, until your baby grows into them. It’s not a great idea,
though, to buy seasonal clothes, like swimsuits or winter coats, well in advance. It’s impossible
to predict your baby's size. Therefore, customer pick a size bigger (e.g. choose 3 to 6 months for
a newborn instead of 0 to 3 months), so that they can extend its use. Parents regularly do not
bother the growth of baby. They additionally won't know about their child size. It is always best
to buy in small quantities, as babies grow fast.
Price
New customers (parents) should consider purchasing baby clothes for cheap through
clearance sales and discount offers. Customer thought that they don’t have to get everything in
high-street baby shops. They know that there is loads of baby stuff that they can get cheaper in
the supermarkets and on websites.”

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They save their money to by buying baby clothes in bulk. Employed mothers ranked easy care
finish as more important than price; their unemployed counter parts placed greater importance on
price.
Quality
Quality was the most important factor to the upper income group when buying children's
wear. The middle income group considered price and quality as important factors. The lower
income group cited price as their first priority.
Durability
Found that durability and price were the first and second most important factors
considered by homemakers when purchasing children’s wear.
Easy Care
Customer usually buy clothes that say "machine washable" on the label to avoid the time
and energy of hand-washing or ironing. Clothes made from 100% cotton are ideal, since they're
comfortable, durable, and they wash well. Garment that Lacks Room for Diapers are less
considered by customers. Toddler (1-3 years) are more likely to drop food on clothing and
generally make a mess, therefore customer buy fabric that is easily washable. It should also be
comfortable while playing and walking.
Style & Fashion
Majority of customer skip designer’s clothes because baby grow up fast and sleep most
all of the time. So, it’s better to save it for later use when they can able to wear it for a longer
time. Many parents consider that babies Clothes must be good designed as per trending fashion
for kids in the market. They choose baby garments which contain toy motifs, cartoon characters,
umbrellas birds and animals prints.
Growth Features
Babies grow fast and spending your money on designer dresses is not a good idea. Many
customers can save their money on designer clothes and buy something better later.
Color
Simple clothes in solid colors or fairly low-key patterns tend to look best on newborns.
These types of outfits also tend to photograph well, so baby will be ready to smile (or snooze) for
the cameras on the way home, too. Therefore customer buy pastels and soft colors for the child.
Store Reputation
Store reputation is another factor which is considered by customers. Customers with high
income group usually prefer specialty stores or designer store. Moderate income group usually
prefers factory outlet or departmental stores. Low income group prefers used clothing store.
Fiber Content
The material baby clothes are made of should be strong and durable, but it must be safe
as well. Polyester cotton blends are usually the best, but they can cause reactions in babies with
sensitive skin. If your baby has sensitive skin, you will need to buy items made from natural
materials.

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 Most common materials preferred by customers are blended cotton (mixed with a small
percentage of man-made material such as polyester) or organic cotton (100 per cent cotton).
Many customers avoid getting woolen clothes as these can worsen eczema by irritating
baby’s sensitive skin. For Baby (0-11 months) soft cotton and linen are best suited at this stage.
A rough fabric can end up causing irritation in the baby’s skin which is not something you want.
Store Service
Store service is another factor which affects customer buying behavior. Many customers
prefer those stores where staff is friendly and respond quickly.
Brand
Homemaker bought children's clothing based on brand name. Homemakers in the highest
income group, and those with more formal education, had a greater tendency to buy based on
brand name.

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 Questionnaire
Questionnaire about customer buying behavior about Baby Garments.

1. Gender of Respondent: o 40,001-50,000

o 50,000+
o Female
o Male 7. How often do you shop?

2. How many children do you have? o Weekly

o Monthly
o 0 o Less often than monthly
o 1 8. Where do you tend to buy baby
o 2 clothing from?
o 3 o Designer/Specialty stores
o 4+ o Department stores
o Online retailers
3. How old is your youngest child? o Factory Outlet
o Used Clothing Store
o Less than 3 months o Other (Please specify)
o 4-6 Months _______________________________
o 7-12 Months
o 12-36 Months 9. How much do you spend annually on
o 36+ Months baby clothing per child?

4. Respondent Education: o Less than 10,000

o 10,001- 20,000
o Uneducated o 20,001 – 30,000
o Matriculation o 30,000+
o Intermediate
o Graduate 10. Would you be interested in designer
o Post Graduate baby clothes?
o PHD
o Yes
5. Employment Status: o No
o Don't know
o Employed
o Unemployed 11. Which of the following features would
you be prepared to pay a little extra for?
6. Respondents' Average Salary: o Added safety
o Added comfort
o Less than 10,000 o Unique design (as long as I like it!)
o 10,001-20,000 o Other (please specify)
o 20,001-30,000 _________________________________
o 30,001-40,000

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 12. How important are the following factors in your choice of baby clothing?

Very important Important Neither Of little Unimportant

important nor importance
unimportant
Age
Comfort
Price
Quality
Fit and Size
Brand Name
Store Reputation
Fiber Content
Color
Durability
Ease Care
Fashion & Style
Growth Feature
Store service

Is there anything else you'd like to tell us?

______________________________________________________________________________
______________________________________________________________________________

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 Quantitative Research
Methodology
The methodology for quantitative research is as follows:
Population
The population of my research is all customers who buy baby garments. They are both
employed and unemployed with different income groups.
Sample size
The sample size of my research is 50 customers.
Sampling Technique
 Questionnaire
Data Collection
Data is collected through questionnaire from different income groups. The customers are
of both gender. They buy baby garments from different stores. All the data is collected with the
free consent of the customers. The quantitative research of customer buying behavior for baby
garments is as follows:

Gender of Respondent
Gender of Frequency Percent Cumulative

Respondent Percent

Male 20 40 40

Valid Female 30 60 100.0

Total 50 100.0

Gender of Respondent Gender of Respondent

70
60
50
40
30
20
10
0

Male Female Male Female

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Number of Children

No of Children Frequency Percent Cumulative

Percent

0 5 10 10

Valid 1 8 16 26

2 11 22 48

3 17 34 82

4+ 9 18 100

Total 50 100

No of Children Number of Children

40
35
30
Percentage

25
20
15
10
5
0
0 1 2 3 4+
Number of Children 0 1 2 3 4+

Younger Child Age

Younger Child Age Frequency Percent Cumulative

Percent

Less than 3 4 8 8
months
6 12 20
4-6 Months
Valid
7 14 34
7-12 Months
12 24 58
12-36 Months

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 21 42 100
36+ Months
50 100.0
Total

Younger Child Age Younger Child Age

45
40
35
Percentage

30
25
20
15
10
5
0
Less than 4-6 7-12 12-36 36+
3 Months Months Months Months Less than 3 Months 4-6 Months
Months
7-12 Months 12-36 Months
36+ Months
Younger…

Respondent education

Respondent Frequency Percent Cumulative

Education Percent

1 2 2
Uneducated
3 6 8
Matriculation
6 12 20
Intermediate
Valid 28 56 76
Graduate
10 20 96
Post Graduate
2 4 100
PHD
50 100.0
Total

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 Respondent Education Respondent Education
60
50
Percentage

40
30
20
10
0

Unemployeed Matriculation Intermediate

Respondent Education Graduate Post Graduate PHD

Employment Status

Employment Status Frequency Percent Cumulative

Percent

Employed 31 62 62

Valid Unemployed 19 38 100.0

Total 50 100.0

Employment Status Employment Status

80
Percentage

60

40

20

0
Employed Unemployed

Employment Status Employed Unemployed

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Respondent’s Average Salary

Respondent’s Frequency Percent Cumulative

Average salary Percent

Less than 2 4 4
10,000
10,001- 4 8 12
20,000
20,001- 2 4 16
30,000
Valid 30,000- 11 22 38
40,000
40,000- 18 36 74
50,000
13 26 100
50,000+
50 100.0
Total

Respondent's Avg Salary Respondent's Avg Salary

40
35
Percentage

30
25
20
15
10
5
0

Less than 10,000 10,001-20,000 20,001-30,000

respondent Avg Salary 30,000-40,000 40,000-50,000 50,000+

How often do you shop?

How often do you Frequency Percent Cumulative

shop? Percent

Valid Weekly 16 32 32

12
 Monthly 23 46 78

Less often 11 22 100

than a Week

Total 50 100.0

Shopping Pattern shopping Pattern

50
40
Percentage

30
20
10
0
Weekly Monthly Less often than
a Week
Shopping Pattern Weekly Monthly Less often than a Week

Where do you tend to buy baby clothing from?

Shopping Place Frequency Percent Cumulativ

e Percent

Designer/Specialt 2 4 4
y stores

Online retailers 0 0 4

Valid Department 23 46 50
stores

Factory Outlet 17 34 84

Used Clothing 0 0 84
Store

13
 8 16 100
Other
50 100.0
Total

Shopping Place Shopping Place

50
Percentage

40
30
20
10
0

Designer/Specialty stores Online retailers

Department stores Factory Outlet
Shopping Place Used Clothing Store Other

How much do you spend annually on baby clothing per child?

Money Spend on Shopping Frequency Percent Cumulative

Percent

Less than 10,000 8 16 16

10,001-20,000 21 42 58

Valid 20,001-30,000 17 34 92

30,000+ 4 8 100

Total 50 100.0

14
 Money spend on Shopping Money spend on Shopping
50
Percentage

40
30
20
10
0

Less than 10,000 10,001-20,000

Money Spend on Shopping 20,001-30,000 30,000+

Would you be interested in designer baby clothes?

Interest in Designer Frequency Percent Cumulative

Cloths Percent

Yes 5 10 10

No 36 72 82
Valid
Don’t know 9 18 100

Total 50 100.0

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 Interest in Designer Clothes Interest in Designer Clothes
80
70
60
Percentage

50
40
30
20
10
0
Yes No Don’t know
Interest in Designer Clothes Yes No Don’t know

Which of the following features would you be prepared to pay a little extra for?

For Which would you pay Frequency Percent Cumulative

a little extra? Percent

30 60 60
Added safety
18 36 96
Added comfort

Valid 1 2 98
Unique design

1 2 100
Other

50 100.0
Total

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 Feature Preference Feature Preference
70
60
50
Percentage

40
30
20
10
0
Added Added Unique Other
safety Comfort design Added safety Added Comfort
Feature Preference Unique design Other

How important are the following factors in your choice of baby clothing?
Age

Age Frequency Percent Cumulative

Percent Age

Very 23 46 46
Important
26 52 98
Important
Neither 1 2 100
Important nor
Unimportant
Of Little 0 0 100
Very Important
Importance
important
0 0 100
Unimportant Neither Important nor Unimportant

50 100 Of Little Importance

Total
Unimportant

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 Comfort
Comfort Frequency Percent Cumulative
Comfort
Percent

Very 34 68 68
Important
14 28 96
Important
Neither 1 2 98
Important nor
Unimportant Very Important
Of Little 0 0 98 important
Importance Neither Important nor Unimportant
1 2 100 Of Little Importance
Unimportant
Unimportant
50 100
Total

Price

Price Frequency Percent Cumulative

Price
Percent

Very 18 36 36
Important
20 40 76
Important
Neither 5 10 86
Important nor
Unimportant
Very Important
Of Little 4 8 94
important
Importance
Neither Important nor Unimportant
3 6 100
Unimportant Of Little Importance

50 100 Unimportant
Total

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 Quality
Quality Frequency Percent Cumulative
Quality
Percent

Very 19 38 38
Important
21 42 80
Important
Neither 3 6 86
Important nor
Unimportant
Very Important
Of Little 4 8 94
Important
Importance
Neither Important nor Unimportant
3 6 100
Unimportant Of Little Importance
50 100 Unimportant
Total

Fit and Size

Fit and Size Frequency Percent Cumulative
Fit and Size
Percent

Very 29 58 58
Important
14 28 86
Important
Neither 7 14 100
Important nor
Unimportant
Very Important
Of Little 0 0 100
Importance Important

0 0 100 Neither Important nor Unimportant

Unimportant Of Little Importance
50 100 Unimportant
Total

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 Brand Name
Brand Name Frequency Percent Cumulative
Brand Name
Percent

Very 3 6 6
Important
5 10 16
Important
Neither 4 8 24
Important nor
Unimportant
Of Little 7 14 38 Very Important
Importance Important
31 62 100 Neither Important nor Unimportant
Unimportant
Of Little Importance
100
Total Unimportant

Store Reputation
Store Frequency Percent Cumulative
Store Reputation
Reputation Percent

Very 0 0 0
Important
1 2 2
Important
Neither 8 16 18
Important nor
Unimportant
Of Little 26 52 70 Very Important

Importance Important

15 30 100 Neither Important nor Unimportant

Unimportant
Of Little Importance
50 100 Unimportant
Total

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 Fiber Content
Fiber Content Frequency Percent Cumulative
Fiber Content
Percent

Very 5 10 10
Important
6 12 22
Important
Neither 3 6 28
Important nor
Unimportant
Very Important
Of Little 28 56 84
Important
Importance
Neither Important nor Unimportant
8 16 100
Unimportant Of Little Importance

50 100 Unimportant
Total

Color
Color Frequency Percent Cumulative
Color
Percent

Very 5 10 10
Important
24 48 58
Important
Neither 8 16 74
Important nor
Unimportant
Of Little 10 20 94 Very Important
Importance
Important
3 6 100
Unimportant Neither Important nor Unimportant
Of Little Importance
50 100
Total Unimportant

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 Durability
Durability Frequency Percent Cumulative
Durability
Percent

Very 15 30 30
Important
20 40 70
Important
Neither 7 14 84
Important nor
Unimportant Very Important
Of Little 6 12 96 Important
Importance
Neither Important nor Unimportant
2 4 100
Unimportant Of Little Importance
Unimportant
50 100
Total

Ease Care
Ease Care Frequency Percent Cumulative
Ease Care
Percent

Very 28 56 56
Important
11 22 78
Important
Neither 4 8 86
Important nor
Unimportant
Very Important
Of Little 7 14 100
Important
Importance
Neither Important nor Unimportant
0 0 100
Unimportant Of Little Importance
50 100 Unimportant
Total

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 Fashion & Style
Fashion & Frequency Percent Cumulative
Fashion & Style
Style Percent

Very 7 14 14
Important
19 38 52
Important
Neither 6 12 64
Important nor
Unimportant
Very Important
Of Little 12 24 88
Importance Important

6 12 100 Neither Important nor Unimportant

Unimportant
Of Little Importance
100 Unimportant
Total

Growth Feature
Growth Frequency Percent Cumulative
Growth Feature
Feature Percent

Very 6 12 12
Important
18 36 48
Important
Neither 4 8 56
Important nor
Unimportant
Very Important
Of Little 14 28 84
Important
Importance
Neither Important nor Unimportant
8 16 100
Unimportant Of Little Importance

50 100 Unimportant
Total

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 Store service

Store Service Frequency Percent Cumulative

Store Service
Percent

Very 6 12 12
Important
6 12 24
Important
Neither 9 18 42
Important nor
Unimportant
Very Important
Of Little 12 24 66
Important
Importance
Neither Important nor Unimportant
17 34 100
Unimportant Of Little Importance
50 100 Unimportant
Total

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 Qualitative Research
Methodology
The methodology for qualitative research is as follows:
Population
The population of my research is all customers who buy baby garments. They are both
employed and unemployed with different income groups.
Sample size
The sample size of my research is 10 customers.
Sampling Technique
 Interviews
Data Collection
Data is collected through interviews from different income groups. The customers are of
both gender. They buy baby garments from different stores. All the data is collected with the free
consent of the customers. The qualitative research of customer buying behavior for baby
garments is as follows:

Customer’s Information:
Customer’s information that I collected through interview is as follows:

Males
Females
30,000+ Employed
Minority
Majority
10,000-20,000 Annual spending

Majority Gender Employment Status

40,001-50,000
Monthly Income
Customer’s Minority

Minority Information
Unemployed
May Vary Shopping Place
Other
Designer Stores

Factory Outlet Used Clothing Store

Departmental Stores

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 Customer Buying Behavior:
The qualitative research on customer buying behavior is as follows:
Primary Consideration:
According to qualitative research on customer’s buying behavior on baby garments,
customer’s primary consideration is on price, age of baby, quality of baby clothes, durability,
ease care, size and comfort of baby.
Many consumers buy in bulk quantity and consider sales and discount offers. In this
way their cost will be reduced. Customer prefers high quality baby garments which are durable,
washable and avoid time and energy wastage on ironing. Consumers also consider height and
weight of baby before buying baby garments. They ensures that the clothes are of soft fabric,
contains no zipper and tight elastic and buttons on front side.

No Zippers No Tight Elastics

Soft Fabric
Buttons on Front Side

More Durable Comfort Baby (1-11 Months)

Durability
Age
Avoid Time & Energy
Wastage in ironing Toddlers (1-3 Years)
Primary
Ease Care Consideration Quality
Machine Washable High Quality

Fit and size Price

Consider height &
Weight Buy in bulk quantity

Buy one size Bigger Consider sales and

discount offers

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 Secondary Consideration:
Consumer’s secondary consideration is on growth feature. Due to growth feature,
customers do not buy designer clothes. They choose light colors for babies and dark colors for
toddlers. They choose baby garments which contain toy motifs, cartoon characters, umbrellas
birds and animals prints.

People not buy designer Clothes

Growth Feature

Toy Motifs Secondary

Consideration
Animal Prints Fashion & Style Color Dark Colors for Toddlers

Bird prints
Light colors for Babies
Cartoon Characters
Umbrellas

Least Consideration:
Customer’s least consideration is on store service, store reputation, brand name and fiber
content. People with high income group with former education consider brand name while buying
baby garments. Customer prefers to buy clothes which does not shrink after one or two washes.
They prefer soft cotton and linen. So that it does not harm baby skin.

Store
Reputation
People with former education

Store Service Least

Consideration Brand Name

High Income Group

Fiber Content
Unshrink Fiber
Not causing irritation to skin
Linen Soft Cotton

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Findings:
 Consumer primary consideration is on price, age of baby, quality of baby clothes, durability,
ease care, size and comfort of baby.
 Consumer’s secondary consideration is on baby’s growth feature, fashion & style and color
of baby garments.
 Customer’s least consideration is on store service, store reputation, brand name and fiber
content.

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