Consumer Buying Behavior Regarding Branded and Non BrandedReadymade Garments RESEARCH REPORT ON Topic: Consumer Buying BehaviorRegarding

Branded and Non Branded Readymade Garments SUBMITTED IN THE PARTIAL FULFILLMENT TOWARDS THE AWARD OF MASTERS OF BUSINESS ADMINISTRATION 2008-2010 UNDER THE SUPERVISION OF: SUBMITTED BY: www.glagroup.org 6

PREFACE In this era of globalization and liberalization of the economy, business practices are in the process of getting modified at greater speed with the change in the policies and procedures of government. In this context, business education is also witnessing great transformation which strikes for excellence to meet the global standards so that our new managers are not only able to feel the pulse of those changes but may also be able to get them absorbed to do the right thing at the right time. Therefore Finance plays a very potent force in an organization to achieve its endeavor. I have taken my project report topic as Consumer Buying Behavior RegardingBranded And Non Branded Readymade Garments hope this report will prove to be an indispensable companion for all those who are concerned & who are in any way interested in the subject matter of this report. This was great experience for me during my training period. I wish you will have an interesting ride in the pages ahead. 6

ACKNOWLEDGEMGNT This Project Report is the fruit of our intense hard work and dedication during our project work. We wish to express our sincere gratitude to our projectsupervisor Mr. ARUN KAUSHAL for his esteemed guidance during the course of project work. We are grateful to his for giving us an insight into the realm Consumer Buying Behavior Regarding Branded and Non Branded Readymade Garments In spite of his busy schedule, He was always available whenever we required help. 6

DECLARATION I Sunny Singh, a student of MBA VI Semester, at G.L.A. Institute of Business Management, Mathura hereby solemnly declare that the Research Report titled Consumer Buying Behavior Regarding Branded and Non Branded Readymade Garments is the outcome of my own research prepared by me and the same has not been submitted to any university or institute for the award of any degree or diploma. Date: 6

TABLE OF CONTENT Chapter 1 Introduction of topic Chapter 2 Introduction to the industry/Organization & its implementing bodies Chapter 3 Review of literature Chapter 4 Use &importance of the study Scope of study Aims& objective Chapter 5 Research Methodology Chapter 6 Data Analysis and Finding Chapter 7 Conclusion, Recommendation &Suggestion 6

1. INTRODUCTION What is Consumer Buying Behavior? Definition of Buying Behavior: Buying Behavior is the decision processes and acts of people involved in buying and using products. Need to understand: Why consumers make the purchases that they make? What factors influence consumer purchases? The changing factors in our society. Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for: Buyers reactions to a firms marketing strategy has a great impact on the firms success. The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy. Marketers can better predict how consumers will respond to marketing strategies As a consumer we are all unique and this uniqueness is reflected in the consumption pattern and process purchase. The study of consumer behavior provides us with reasons why consumers differ from one another in buying using products and services. We receive stimuli from the environment and the specifics of the marketing strategies of different products and services, and responds to these stimuli in terms of

either buying or not buying product. In between the stage of receiving the stimuli and responding to it, the consumer goes through the process of making his decision. 6

Stages of the Consumer Buying Process: Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexity...discussed next. The 6 stages are: 1. Problem Recognition--difference between the desired state and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat. Can be stimulated by the marketer through product information--did not know you were deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes. 2. Information search-o o Internal search, memory. External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison shopping; public sources etc. Hungry, want to go out and eat, evoked set is ooo Chinese food Indian food Burger king 3. Evaluation of Alternatives--need to establish criteria for evaluation features the

buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, Indian gets highest rank etc. If not satisfied with your choices then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives. 6

4. Purchase decision--Choose buying alternative, includes product, package, store, method of purchase etc. 5. Purchase--May differ from decision, time lapse between 4 & 5, product availability. 6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive Dissonance, have you made the right decision. This can be reduced by warranties, instead. Types of Consumer Buying Behavior Types of consumer buyingbehavior are determined by: after sales communication etc. After eating an Indian meal, may think that really you wanted a Chinese meal Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation. Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others.

 High involvement purchases--Honda Motorbike, high priced goods, products visible to others, and the higher the risk the higher the involvement. Types of risk: Personal risk Social risk Economic risk The four type of consumer buying behavior are: Routine Response/Programmed Behavior--Buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc. 6

 Limited Decision Making--Buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand. Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education. Spend a lot of time seeking information and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process. Impulse buying: The purchase of the same product does not always elicit the same Buying Behavior. Product can shift from one category to the next For example: Going out for dinner for one person may be extensive decision making (for someone that does not go out often at all), but limited decision making for someone else. The reason for the dinner, whether it is an anniversary celebration, or a meal with a will also determine the extent of the decision making. Factors Effecting the Consumer Buying Decision Process A consumer, making a purchase decision will be affected by the following three factors: 1. Cultural and sub culture Factor 2. Social Factor 3. Personal Factor

Culture and Sub-culture-Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation. Culture also determines what is acceptable with product advertising. Culture determines what people wear, eat, reside and travel. Cultural values in the US are good health, education, individualism and freedom. In American culture time scarcity is 6

a growing problem that is change in meals. Big impact on international marketing. Culture can be divided into subcultures: ooo geographic regions Human characteristics such as age and ethnic background. West Coast, teenage and Asian American. Culture affects what people buy, how they buy and when they buy. Understanding Consumer Buying Behavior offers consumers greater satisfaction (Utility). We must assume that the company has adopted the Marketing Concept and are consumer oriented. Social Factors Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, social class and culture. Roles and Family Influences Role...things you should do based on the expectations of you from your position within a group. People have many roles. Husband, father, employer, employee. Individuals role are continuing to change therefore marketers must continue to update information. Family is the most basic group a person belongs to. Marketers must understand: ooo that many family decisions are made by the family unit consumer behavior starts in the family unit family roles and preferences are the model for children's future family (can reject/alter/etc) family buying decisions are a mixture of family interactions and individual decision making Family acts an interpreter of social and cultural values for the individual. o

o 6

Reference Groups-Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members. Families, friends, sororities, civic and professional organizations. Any group that has a positive or negative influence on a persons attitude and behavior. Membership groups (belong to) Affinity marketing is focused on the desires of consumers that belong to reference groups. Marketers get the groups to approve the product and communicate that approval to its members. Credit Cards etc.!!Aspiration groups (wanttobelongto) Disassociate groups (do not want to belong to) Honda, tries to disassociate from the "biker" group. The degree to which a reference group will affect a purchase decision depends on an individuals susceptibility to referencegroup influence and the strength of his/her involvement with the group. Social Class An open group of individuals who have similar social rank. US is not a classless society. US criteria; occupation, education, income, wealth, race, ethnic groups and possessions. Social class influences many aspects of our lives. i.e.; upper middle class Americans prefer luxury cars Mercedes. oo Upper-upper class, .3%, inherited wealth, aristocratic names. Lower-upper class, 1.2%, newer social elite, from current professionals and corporate elite Upper-middle class, 12.5%, college graduates, managers and professionals Middle class, 32%, average pay white collar workers and blue collar friends Working class, 38%, average pay blue collar workers ooo 6

ooo Lower class, 9%, working, not on welfare Lower-lower class, 7%, on welfare Social class determines to some extent, the types, quality, and quantity of products that a person buys or uses. Lower class people tend to stay close to home when shopping; do not engage in much pre-purchase information gathering. Stores project definite class images. Family, reference groups and social classes are all social influences on consumer behavior. All operate within a larger culture. Personal Factor Unique to a particular person. Demographic Factors, Sex, Race, Age etc. Who in the family is responsible for the decision making? Young people purchase things for different reasons than older people. Psychological factors Psychological factors include: Motives-A motive is an internal energizing force that orients a person's activities toward satisfying a need or achieving a goal. Actions are effected by a set of motives, not just one. If marketers can identify motives then they can better develop a marketing mix. MASLOW hierarchy of needs!! ooooo Physiological Safety Love and Belonging Esteem Self Actualization 6

Need to determine what level of the hierarchy the consumers are at to determine what motivates their purchases. The product was not selling well, and was almost terminated. Upon extensive research it was determined that the product did sell well in inner-city convenience stores. It was determined that the consumers for the product were actually drug addicts who couldn't digest a regular meal. They would purchase Nutriment as a substitute for a meal. Their motivation to purchase was completely different to the motivation that B-MS had originally thought. These consumers were at the Physiological level of the hierarchy. BM-S therefore had to redesign its MM to better meet the needs of this target market. Motives often operate at a subconscious level therefore are difficult to measure. Perception Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. IE we chose what info we pay attention to, organize it smell and touch. Selective Exposureselect inputs to be exposed to our awareness. More likely if it is linked to an event, satisfies current needs, intensity of input changes (sharp price drop). Selective Distortion-Changing/twisting current received information, inconsistent with beliefs. Advertisers that use comparative advertisements (pitching one product against another), have to be very careful that consumers do not distort the facts and perceive that the advertisement was for the competitor. A current example...MCI and AT&T...do you ever get confused? Selective Retention-Remember inputs that support beliefs, forgets those the dont. Average supermarket shopper is exposed to 17,000 products in a shopping visit lasting 30 minutes-60% of purchases are unplanned. Exposed to 1,500 advertisements per day. Can't be expected to be aware of all these inputs, and interpret it. Information inputs are the sensations received through sight, taste, hearing,

and certainly will not retain many. Interpreting information is based on what is already familiar, on knowledge that is stored in the memory. Ability and Knowledge Need to understand individuals capacity to learn. Learning, changes in a person's behavior caused by information and experience. Therefore to change consumers' behavior about your product, need to give them new information re: product...free sample etc.When making buying decisions, buyers must process information. Knowledge is the familiarity with the product and expertise. Inexperience buyers often use prices as an indicator of quality more than those who have knowledge of a product. Non-alcoholic Beer example: consumers chose the most expensive six-pack, because they assume that the greater price indicates greater quality. Learning is the process through which a relatively permanent change in behavior results from the consequences of past behavior. Attitudes-Knowledge and positive and negative feelings about an object or activitymaybe tangible or intangible, living or non living.....Drive perception. Individual learns attitudes through experience and interaction with other people. Consumer attitudes toward a firm and its products greatly influence the success or failure of the firm's marketing strategy. Honda "You meet the nicest people on a Honda", dispels the unsavory image of a motorbike rider, late 1950s. Changing market of the 1990s, baby boomers aging, Hondas market returning to hard core. To change this they have a new slogan "Come ride with us".Attitudes and attitude change are influenced by consumers personality and lifestyle. Consumers screen information that conflicts with their attitudes. Distort information to make it consistent and selectively retain information that reinforces our attitudes. IE brand loyalty.

There is a difference between attitude and intention to buy (ability to buy) Personality--all the internal traits 6

and behaviors that make a person unique, uniqueness arrives from a person's heredity and personal experience. Examples include: oooooooooooo Work holism Compulsiveness Self confidence Friendliness Adaptability Ambitiousness Dogmatism Authoritarianism Introversion Extroversion Aggressiveness Competitiveness. Traits affect the way people behave. Marketers try to match the store image to the perceived image of their customers. There is a weak association between personality and Buying Behavior; this may be due to unreliable measures. Nike ads. Consumers buy products that are consistent with their self concept. Lifestyles-Recent US trends in lifestyles are a shift towards personal independence and individualism and a preference for a healthy, natural lifestyle. Lifestyles are the consistent patterns people follow in their live. The marketer must be aware of these factors in order to develop an appropriate MM for its target market. What is marketing? Marketing on the one hand is a business philosophy and on the other an action oriented process. The philosophy - also termed as marketing concept - has its roots in 6

market economy. There are four critical ideas that form the foundation of such an economy: Individuals pursue their self-interest to seek rewarding experience Their choices determine as to what would constitute such experience, the choices themselves being shaped by personal (taste) and external (cultural) influences. Consumers enjoy the freedom to choose; they are sovereign. This freedom ensures free and competitive exchange between buyers and sellers. Marketing in turn is based on these four principles. Thus Marketing can be defined as a Process that aims at satisfying individual and organizational needs by creating, offering and exchanging competitively made products that provide value to the buyers Today our focus is on customer. Objectives liken revenue, profit, market share, etc. Re important, but they will flow only by acquiring customer competence. In our country particularly the customer, even as late as in 1980s, was bereft of alternatives; he would uncomplainingly buy whatever the seller dished out. Not anymore. Todays choice empowered customer, supported by a competitive environment, global quality, and new economic realities, decides the fate of the marketer. So lets define marketing once more: It is a total business philosophy aimed at identifying the needs of each customer group, then designing and producing product / service package so as to serve the groups more effectively than the competitors. This definition reveals three key dimensions of marketing: It seeks to identify customer needs: Many manufacturers would know all there is to know about relevant production technology, but nothing about their customers wants. They may design products with fancy features without considering the perceived value of such features to their buyers. Then they wonder why their sales staff fails to push the product in the market.

INTRODUCTION TO THE INDUSTRY In todays intensely competitive environment, companies today are constantly looking for ways to satisfy customers by having a better understanding of changing customer preferences. The ever changing market characteristics have huge impact incorporate decisions. The global environment also poses several complexities to the marketer in understandingthemarket.Withinthecurrentmarketingenvironment,competitio nbetweenpro ductsandserviceisbecomingincreasingly tough. Each producer of goods and services attempts to obtain a share of the market potential by making consumers believe that they have the answer to all their personal needs and desires. In order to face the onslaught of competition, branding was introduced by companies as a marketing strategy to differentiate number of homogenous products including clothing. As a result of branding, products such as clothing can now be bought according to the psychological elements that they represent and not only for their physical characteristics and need-satisfying properties (O-Cass 2000). Due to this psychological nature of purchasing, which is increasingly becoming a part of consumer behavior; it is crucial that manufacturers in the clothing industry become familiar with perceptions and attitudes of consumers. With so many players present today in the Indian apparel industry both branded and unbranded - it has become imperative for marketers in this industry to have a clear understanding of Indian customers evaluation of clothing. The present study is a step towards gaining this understanding. The Indian Apparel Industry The Indian apparel industry plays an important role in generating foreign exchange reserves and creating employment opportunities. India is the sixth largest exporter of

readymade garments in the world with apparel worth 9.7 billion dollars exported from 6

the country in 2007-08 (Jairam, 2009).The concept of readymade garments is relatively new for the Indians. Traditionally, Indians preferred dresses stitched by local tailors, who had tailoring units in townships or cities and catered exclusively to local demand. The growing fashion consciousness during the 1980s and the convenience offered by ready-to-wear garments were largely responsible for the development of the branded apparel industry in India. Other factors which contributed to its growth were: greater purchasing power in the hands of the youth, access to fashion trends outside the country and the superior quality of fabrics (icmrindia.org).The 1990s witnessed a drastic change in the overall economic environment of the country. The period was characterized by liberal trade and new investment policies. The effect of liberalized polices was seen in the clothing industry as well.In 2001-02, the domestic apparel market was estimated at Rs 431 billion, of which the readymade garments business was estimated at Rs. 298.5 billion. The branded apparel market accounted forRs.90 billion of this Rs.298.5 billion market (icmrindia.org).Indias domestic market for clothing, textiles and fashion accessories is currently worth Rs. 113,500 crore as per the India Retail Report2007 estimates. Nearly 19% of this market is organized. Of the total market size of Rs. 113,500 crore, menswear takes up 32 per cent, followed by womens wear at 29 percent, kids wear at 13 per cent, uniform sat 8 per cent, unisex apparel at 7 per cent and non apparel fashion accessories at11 per cent (India RetailReport 2007).Thus, it can be seen that a huge chunk of the market is still dominated by tapped by branded apparelmanufacturers.According to "CII-Ernst and Young Textile and Apparel Report-2007-IndiaIn the Global Textiles Ecosystem.", the Indian domestic and export markets for textile and apparel are

expected to growat 6.5 per cent and 12 per cent Compounded Annual Growth Rate(CAGR), respectively. The growth in the domestic market is driven by favourabledemographic factors, rise in disposableincomes and a shift towards branded apparel. The growth in exports is expected because of International retailers looking at India as the best alternative to China of sourcing of apparel. In order to successfully exploit this potential, branded clothes manufacturersneed to be cognizant of customers evaluation of and attitude towards branded vs. unbranded apparel. The present study primarily focuses on how consumers evaluatebranded clothes vis--vis unbranded clothes based on factors like price, quality, variety etc. Though many interesting articles are found in newspapers and 6

magazines related to the Indian apparel industry, detailed accounts in terms of how customers evaluate branded clothing in comparison to unbranded clothing are seldom made available to the academia and practitioners. Our research is an attempt to address this gap. The current paper will begin with discussion of the theoretical background of the study. The following sections present, successively, the objectives of the study, research design, sample of the study, analysis of research findings, conclusion and implications, and end with the limitations of the study Theoretical Background Attitude towards a brand is considered as the central variable of most models trying to offer a partial or comprehensive view of consumer behavior (Pecheux &Derbaix 1999). Consequently, customers attitude towards branded vs. unbranded clothes is more than crucial to understand their brand-choice behaviour.According to McNeal (1987), the brand name is almost the only thing that marketers possess that another cannot copy. Consequently, branding is adopted as a strategy by marketers of very similar products such as clothes to distinguish their offering from that of others . Branding Branding is originally an identifier, but technically a trademark. According tithe UK Trademarks Act of 1994, a brandies any sign capable of being represented graphically, which is capable of distinguishing goods or services of one undertaking from those of another undertaking (Robertson, 2000).Branding is more than just a naming purse or the creation of an external indication that a product or service has received an organizations imprint or mark (Kapferer, 1995). Harris (1995) adds to the above mentioned statementsby posing that: the word brand stands as a surrogate for reputation thus representing the organization that gave it its life. Unbranded Goods An unbranded good is a good which is not recognized by a name. Goods are treated as commodity

goods or cases where consumers are reluctant to make brand distinctions, for example, toothpicks, clothes pins. In this stage, consumers memory network consists primarily of a node identifying the product category. Such goods are 6

often seen in developing countries.Information about the product is generally limited to product uses(McEnally, de Chernatony 1999). Consumers have little brand knowledgeof the product. Brand equity barelyexists in this stage Branded Goods/ Brands It is possible to state that there are two different approaches of defining brand, according to various brand definitions. The first of Aaker is the traditional one - more pragmatic view and perceives a brand as a product identifier, including the source of the product. According to Aaker (1991) "brand is a distinguishing name and/or symbol such as logo, trademark or package design intended to identify the goods, services of either one seller or group of sellers, and to differentiate those goods or services from those of competitors". The brand builds animate of the product itself and is a sort of message devoted to potential customer. Additionally, the psychological behavior of customer defines conscious and unconscious elements that create relationship between the brand and the user (Bleary and Gilbert, 2006). Therefore this second approach is the holistic view (Styles and Ambler, 1995), which presents a brand as something more than just the product. This view defines brand as "the promise of the bundles of attributes that someone buys and that provides satisfactionthe attributes that make up a brand may be real or illusory, rational or emotional, tangible or invisible" (Ambler, 1992). As it is seen from the previous definition, brands to some extent define our character, identify us with particular lifestyle. Besides, they give us a sense of belonging to a specific social group, that has been underlined by Murphy (1990), who perceives brand "not only as the actual product, but also the unique property of a specific owner and has been developed over time

soaps to embrace a set of values and attributes - both tangible and intangible - which meaningfully and appropriately differentiate products which are otherwise very similar." It is crucial to recognize that brand names are not just mere names, terms, symbols and designs and that they are elements with attributes specifically designed to single out products and services for the consumer. It can therefore be concluded that brands create trust, take away uncertainty, identify products and services, and are more of a Psychological assurance than a tangible item. The end of trade restrictions should 6

generate unprecedented business for developing countries - including, Bangladesh, China, Hong Kong, India, Indonesia, Korea, Pakistan, Philippines, Sri Lanka and Thailand. In practice, China is likely to run away with the gold and silver prizes, leaving the other countries to fight over the bronze. The key will be volume-driven efficiencies combined with design capabilities and flexibility in manufacturing. These are the factors that have catapulted China into the biggest clothier of the world. Not only did the quota regime protect high-wage Western companies, the way in which it was administered in India, it also cocooned many low-wage Indian producers who were assured of business without being really competitive. It worked like this: a country, say, China, could not export more than a certain number of pieces to the US in a year - even if Americans preferred to buy Chinese stuff for cost or quality reasons. That gave the opportunity for less competitive players from other counties to sell their wares in the US. "Quotas afforded the comfort of assured business to manufacturers and to those who held a quota, and this imparted a sense of stability," says Rahul Mehta, managing director of Creative Outerwear Ltd, part of the $55million-turnover Creative group of companies, among the biggest Indian garment exporters. He adds: "Even inefficient manufacturers got quotas, which assured them business, and flab crept in," he adds. Often quotas were obtained merely for the premium, and someone else did the manufacturing. The Indian textile industry clearly has many advantages. India is one of the biggest cotton producers in the world, it has a huge market, which creates the opportunity to exploit economies of scale, it has cheap skilled labor, and it has plenty of design skills. Still, the country's garment industry suffers from many structural weaknesses, unlike Chinas. Till recently Indian law decreed that garment manufacturing should remain

a small-scale activity. The result: even today 80 per cent of the country's garment makers operate from tiny outfits with less than 20 machines per unit. A 2003 survey by the Confederation of Indian Industry, Introspecting Competitiveness of the Textile Sector, reveals that only 20 per cent of the manufacturers in the Rs28, 000 cr. garment sector (with seven million workers) constitute the organized sector. Currently, 75 per cent of the readymade garment exports, according to CMAI, are to the quota countries. In the post-quota regime, competition from China, Hong Kong, and other low-cost countries with huge capacities, will force Indian manufacturers to compete on productivity, quality and cost, which require not just skill but scale and technology. To survive the 6

competitive onslaught, size will be a key determinant. The industry will have to transform its unorganized, small-scale character to become large, organized and capable of high-cost investments in modern, high-speed equipment. The garment industry being a small scale industry, not surprisingly, when India's overall quota was distributed among exporters, the allotments were skewed in favor of small units. Until the late 1990s, with 80 per cent of garment production coming from small-scale units and 70 per cent of the quota being distributed on the basis of 'past performance entitlement' (PPE) manufacturers had no reason to expand their operations or invest in expensive equipment. Those who did grow did so by more small-scale units, usually making a separate garment category. Another 15 per cent of the quota was reserved for allotment on a 'first-come, first-serve entitlement' (FSFSE) for manufacturers with a turnover limit of Rs5 cr.. This again blocked large manufacturers from quota entitlements. With the quota system being scrapped from 1 January 2005, leading garment manufacturers can now begin consolidating and expanding their capacities. Even the larger of the existing small-scale export manufacturers, freed of the compulsion to create small satellite units to acquire a larger share of the prized quota, are now expanding capacities to achieve economies of scale. The Government's own efforts are now aimed at undoing some of the earlier policies to encourage size and competitiveness. Recognizing the threats of global survival post-MFA, it has embarked on the role of an industry-friendly facilitator, with policy measures that would help exporters. Garments have been removed from the list of industries reserved for the smallscale sector Machinery import duty has been reduced to a nominal 5

per cent Excise duty has been reduced sharply A textile up gradation fund scheme (TUFS) has been introduced to provide a reimbursement of 5 per cent interest on loans or finance charged by the lending agency on a bankable project of technology up gradation. The central value added tax (CENVAT) network has been extended to all players in the handloom, power loom and organized sectors. The smallscale industry excise duty exemption up to Rs1 cr. has been removed. 6

In the meanwhile, another issue that requires resolution is the state of poor infrastructure in India. Overseas buyers and domestic suppliers all have their own horror tales of delayed shipments due to the deplorable congestion at Indian ports, the sordid condition of roads from the manufacturing centers to the shipment points leading to consignments stranded in broken-down vehicles, traffic choke-up at the numerous octroi collection centers none of which seem as acute in countries with whom India will compete post quotas. India also has an advantage of being the third largest cotton producer, which lends itself to lower freight cost and shorter lead times. Since the country also produces a variety of cottons, it provides greater flexibility, to meet varied requirements and arbitrage opportunities. The per-unit cost in India is currently higher than in China but India has the ability to counter the Chinese cost dragon through: Amalgamation of manufacturing units and high technology equipment to ensure economies of scale and lower unit prices. Mark-ups of 20 per cent to 25 per cent of the FOB prices, arising out of the odious 'premium cost' to acquire quotas from those who had them, which disappears with the abolition of quotas. Reforms to reduce the 'hidden costs' - import license, inland freight movement, octroi malpractices, etc.

Labor cost, as a percentage of manufacturing cost in India is already lower than in China and all India needs is to achieve higher manpower productivity. That, of course, is easier said than done. Major Indian companies are already expanding their capacities in order to avail of economies of scale. Gokaldas Exports, India's top garments exporter, has added eight factories in the past two years - larger and more modern in terms of technology and infrastructure. Gokaldas now has 41 factories with a workforce of 31,000 - up 30 per cent. Orient Craft, with 18,000 people on its rolls, is also adding 30 per cent capacity, with three new factories this year and two in 2005.In India, 95 per cent of garments makers have annual sales of less than Rs50 cr.; and of the 16,000 export manufacturers, only around 100 companies are able to cross the Rs100-crore sales level per annum. The value of Indian garment exports was Rs28, 000 cr. ($5.4 6

billion) in the last fiscal. To achieve exports of $25 billion by 2010, India would have to expand its manufacturing capacity five-fold; expansion of 30 per cent by top players wills just not suffice. Harminder Sahni, associate director, KSA Technopak, however, is quite optimistic. "China is no doubt a very large player, but most of the customers feel over-bought in China and hence are very keen on having a second source of supply. So it is more like China and India in most cases. Also, US buyers are dominant in China, so EU buyers are keener on being dominant in the Indian subcontinent.". Anyway India, with its closer proximity to Europe, has traditionally enjoyed a larger export share to the EU countries. The world market share In spite of the Chinese dominance, India has a fair opportunity to grab a substantial stake in the projected garment market share. According to PHD Chamber of Commerce and Industry (PHDCCI), post-MFA, India's market share in the US is expected to go up to 15 per cent from the present 4 per cent. In the EU, the market share increase is expected to be 50 per cent - from the current 6 per cent to 9 per cent. In the more competitive and experienced world fashion markets, buyers well understand the need for geographical de-risking - the SARS breakout in China early this year affected the apparel industry severely, sending buyers to build linkages with India, Hong Kong and others. Besides, there have been incidents of terrorist attacks, hurricanes and earthquakes, which can disrupt supply management and hence the 'need' for better geographical diversification. For most buyers China may be the first choice for many, but India comes a close second. MK Pataki, director, Clothing Manufacturing Association of India, says, "Whether these countries will oblige China in the post-quota

regime is a moot question."India fails to satisfy the requirement of the fall / autumnwinter season, when the demand for cotton fabric dips. The wool output from the country is of low quality as the shearing and breeding of sheeps and goats is not scientific. Though Reliance Industries is the world's biggest polyester maker, synthetics account for just 14 per cent of India's exports. To balance its exports between its peak spring-summer peak demand periods, India needs to diversify into synthetics and wool. Garment manufacturers require more than production efficiencies to survive in the years ahead. They need professionalism to undertake hardcore marketing, focused and consistent positioning, and most of all, a keen understanding of fashions and trends to cash in on the advantage of competing in a world without quotas. According to our survey most of the Indian people prefer imported garment because they think imported garments provided better look at a cheaper rate. In India there are different imported brand are available like LEE, CANTABAIL, COTTON COUNTRY, COUNTY LONDON etc. This is important. While the potential to grow is immense, companies have to realize that consumers are knowledgeable and a fancy name alone is not enough. Until the market perception of the textile industry changes or the companies promote a different image, returns will not materialize from an investment perspective regardless of the market's potential to grow. The textile industry is the largest industry of modern India. It accounts for over 20 Percent. of industrial production and is closely linked with the agricultural and rural economy. It is the single largest employer in the industrial sector employing about 38million people. If the employment in allied sectors likes ginning, agriculture, pressing, cotton trade, jute, etc. are added then the total employment is estimated at 93 million. The net foreign exchange earnings in this sector are one of the

highest and, together with carpet and handicrafts, account for over 37 percent of total export earnings at over US $10 billion. Textiles, alone, account for about 25 percent of Indias total fore earnings. Indias textile industry since its beginning continues to be predominantly cotton based with about 65 percent of fabric consumption in the country being accounted for by cotton. The industry is highly localized in Ahmadabad and Bombay in the western part of the country though other centers exist including Kanpur, Calcutta, 6

Indore, Coimbatore, and Sholapur. The structure of the textile industry is extremely complex with the modern, sophisticated and highly mechanized mill sector on the one hand and the hand spinning and hand weaving (handloom) sector on the other. Between the two falls the small-scale power loom sector. The latter two are together known as the decentralized sector. Over the years, the government has granted a whole range of concessions to the non-mill sector as a result of which the share of the decentralized sector has increased considerably in the total production. Of the two subsectors of the decentralized sector, the power loom sector has shown the faster rate of growth. In the production of fabrics the decentralized sector accounts for roughly 94 percent while the mill sector has a share of only 6 percent. Being an agro-based industry the production of raw material varies from year to year depending on weather and rainfall conditions. Accordingly the price fluctuates too. The Ministry of Textiles under the Government of India has taken some significant steps to arrest these problems. It has framed "The National Textile Policy 2000" to address the aforesaid issues. This policy aims at negating these problems and increasing the foreign exchange earnings to the tune of US$ 50 billion by the year 2010. It includes rational road-maps for the development and promotion of all the sectors involved directly or indirectly with the textile industry of India. Further, the policy also envisages to bring the unorganized decentralized textile sector (which accounts for 76% of textile production) at par with the organized mill sector. Furthermore, the policy also aims at introducing modern and efficient manufacturing machineries and techniques in the Indian textile sector CURRENT INDUSTRY SCENARIO: Close to 14% of the industrial output and 30% of the export market share is contributed directly by the Indian textile industry. Indian

textile industry is also the largest industry when it comes to employment that generates jobs not just within but also in various support industries like agriculture. As per a recent survey the textile industry is going to contribute 12 million new jobs in India by 2010 itself. Indian textile industry is as old as the word textile itself. This industry holds a significant position in India by providing the most basic need of Indians. Starting from the procurement of raw materials to the final 6

P Mission on Cotton, Apparel Parks, etc. Under the TUFS scheme, a total offs 916 billion has been disbursed for technology up gradation. There are around 26Apparel Parks in eight states in India, with a total estimated investment of Rs 134 billion. Industrial Entrepreneurship Memorandums implemented from 1992 to Aug 06, amounting to Rs 263 billion.Foreign Direct Investments inflows worth US$ 910 million have been received by the textile industry between Aug 91 and May 06, which account for 1.29% of total FDI inflows in the country. Though significant investments are being made in the textiles segment, the bulk of them are in the spinning and weaving segments. A lan schemes such as the Techno Up-gradation Funds Scheme (TUFS), Technology production stage of the actual textile, the Indian textile industry works on an independent basis. The final phaseout of the Multi-fiber Arrangement (MFA) and the system of quotas that has governed the global trade in textiles and apparel for the last forty-two years has significantly altered the institutional rules of trade in the textile and clothing industry. With the elimination of all remaining quotas on apparel from January 1 2005, the textile and clothing sector is now fully integrated into the regulatory framework of the General Agreement on Tariffs and Trade (GATT) of the World Trade Organization (WTO).Buyers are now free to source textile and apparel in any amount from any country; suppliers are similarly free to export as much product as they are able, subject only to system of national tariffs. As global competition intensifies under the new quotafree trading regime, countries are bracing for major changes in the structure of sourcing and apparel supply worldwide. With the removal of the quotas, it was expected that the developing countries, who have a major play in the textile industry will benefit themselves as they have stable supply network, experience in networking, capacities for scaling upend the

ability to offer a full bundle of services. It was also expected that smaller countries, which enjoyed the restriction on trade will fall out from the picture. The textile sector has increased their investment in projects to upgrade their equipment amid fierce market competition and to meet the growing demand for more textile products. Total investment in the textile industry between 2004 and 2008 was aroundRs.65, 478 crore in India, which is expected to reach Rs.1, 50,600 crore by 2012. This enhanced investment would generate 17.37 million jobs-- 12.02 million direct and 5.35million indirectby 2012.Investments in the textiles sector can be assessed on the basis of three factors: 6

cumulative total of US$ 6.67 billion in investment was done in 2008. Of this, more than two-thirds is in the spinning and weaving segments, while only 25% is in processing and garment units The elimination of global textile quotas is expected to drive garment production to China, benefiting consumers in North America and Europe at the expense of developing nations where apparel manufacturing has become a bridge to an industrial economy. Africa received record high foreign direct investment (FDI) inflows in 2005 of US$31 billion, but this was mostly concentrated in a few countries and industries. The textile sector has increased their investment in projects to upgrade their equipment amid fierce market competition and to meet the growing demand for more textile products. The global fiber industry will continue to shift to the Asia/Pacific region, particularly China, South Korea and Taiwan. Textile trade in the world is estimated to be around US$300 billion currently. Industry experts predict that by 2014 the facilities in the west will close down and they will source their textiles from more efficient areas of the world resulting in the trade volume of around US$ 800 billion. The Indian textile industry, which has accelerated to an annual growth of 9-10 per cent, is expected to grow at a rate of 16 per cent in value terms and reach a level of USD 115 billion by 2012. With 8.6%growth rate, Turkey also recorded a very strong average annual growth rate of its textiles and clothing exports but from a much lower basis. It could increase its exports from 8.6 to17.6 billion US-Dollars. Pakistan exports amounted to 9.9 billion US-Dollars in 2005which translates into an average annual growth rate of 5.4%.As of now, the general impression any individual would get about the Indian textile industry leaders in the past few months is that it is in a major decline state. The following could be the reasons that attribute to this decline. Global recession Less export orders

due to reductions in inventories by global retail giants like Wal-Mart Rising price of raw materials like cottons Infrastructure bottlenecks such as power, particularly in Tamil Nadine the times of adversity, like what we are facing right now, it is an immediate task for all stake holders to pause for a moment and take stock of the difficulties and chart plans for sustainability and growth of the Indian textile industry. With the opening of world markets and the abolition of textile quotas since 2005, there came a negative situation as well. But, hindsight is always 20-20. Indian textile industry should have focused on all major sectors right from fiber to 6

fashion and planned for an organized growth across the supply chain so as to compete with China and even countries such as Pakistan, Vietnam and Thailand, which are also growing from the textile perspective. Instead, the industry had put majority of its stock in the spinning sector. Thesis clearly evident in the utilization of Technology Up gradation Fund Scheme effectively by the spinning sector. Although it is a positive outcome, the industry did not focus on many other value adding segments such as weaving and finishing. Indian powerloomsector, which enables valueaddition is a highly unorganized industry and needed majorupgradation. As of now, the power loom segment is also picking up where in many of the unorganized power loom are becoming organized. Technical textiles sector is still in its infancy and a tangible growth will be highly visible by 2035 when the growth in this sector will be exponential. The weak links in the Indian conventional industry such as weaving and finishing have to be strengthened. There must be consolidated efforts by Indian Textile Machinery Manufacturers Association, end-users and the Government to undertake a major step and come-up with alternatives to European Machinery, which the Indian weaving sector can afford. This should be put into practice within the next five years, if dedicated efforts are undertaken with the financial support for R & D by the Government through its various schemes. Technical textiles sector must transform from a non crawling phase to at least crawling industry in the next three years. General awareness on nonwoven and technical sectors has been created with the recent marathon training workshops and conferences such as, "Advances in Textiles, Nonwoven and Technical Textiles", organized for the past five years in Coimbatore by Texas Tech University, USA and those such as the

India on the international map in technical textiles. These conferences are of less use if they do not translate into investments and new projects. 6

REVIEW OF LITERATURE 1.) Title: STRATEGIES FOR REALISING VISION 2010 OF INDIAN TEXTILE AND APPAREL INDUSTRY Author: J. N. SINGH Textile Commissioner, Ministry of Textiles, GOI Source: http://www.textileassociationindia.org/JTA_ISSUES/Art%206.pdf Review: Indian textile industry has been growing really well. Increase in the young population and also due to the increase in the use of plastic money the demand is increasing in thedomestic market which is met by the increasing supply supported by the new women working force. Also our stand in the world market is stronger than ever, with the quantitative restrictions on china we are in a better position now. Many Indian companies have bought western brands which has made penetration in the EU and the USA fairly easy further strengthening our exports, but we are facing stiff competition from countries like Indonesia and Bangladesh so theres a lot more to be done. The industry needs more investment in this sector and also needs to modernize to compete with the other countries as our equipments and machinery are still outdated and even our labor laws are restrictive which pose a serious threat on the further growth of this industry. So though India has its strengths it also has its weaknesses which are needed to be taken care of to increase our share in the world textile trade. 6

2.) Title: SCOPE OF BIOTECHNOLOGY IN TEXTILES Author: G. V. N. SHIRISH KUMAR Department of Fibers and Textile Processing Technology, MUICT, Matunga, Mumbai Source: http://www.textileassociationindia.org/JTA_ISSUES/MA-Art2-07.pdf Date: Vole 67, Mar-Apr 2007 Review: India has a wide range of textiles of varied designs and manufactured by different techniques when compared to other countries of the world. The specialty in the weave of the textiles in each region is developed based on location, climate and cultural influences. The rich and beautiful products of the Indian weavers have been rightly called,exquisitepoetry in colorful fabrics. But with the advent of globalization and modern technology we always find ourselves competing with the countries that not only have better technology but are always looking for new and modern fabrics to meet consumers varied wants. India also has been spending a lot on the manufacturing of new and more appealing fabrics. We are spending more and more on the research of such fabrics. A very new way to go about this research is through Biotechnology. It offers the potential for new industrial processes that require less energy And are based on renewable raw materials. It helps in the production of fabrics free floppers, bollworms and bud worms in cotton etc providing almost 50% greater strength and better quality. These fiber materials are also called biopolymers. Biotechnology is one of the revolutionary ways to advance the textile field. 6

3.) Title: GROWING IMPORTANCE OF COTTON BLENDS IN APPAREL MARKET Author: Dr. SHILPA P. CHARANKAR, Mrs. VEENA VERMA, Ms. MITTU GUPTA Department of Textiles and Clothing Dr. Bhanuben Mahendra Nanavati College of Home Science, Matunga, Mumbai 400 019. Source: Journal of textile association Date: Vol 67, Jan-Feb 2007 Review: As the need for innovation is increasing by every passing day due to the global competition and also todays consumer is seeking not just clothing but clothing with difference which not only has good appearance but is also durable and is climate specific. These things can be achieved by improving the spinning, weaving, and finishing efficiency. Rather than just producing cotton which is less durable than a fabric which is a Blend of nylon/ wool/ cotton should be produced. Blending is a complicated and expensive process, but it makes it possible to build in Combination of properties that is permanent. It makes the fabric better and gives it a competitive edge. Its inevitable in a global economy where everyone needs to be prepared for the competition ahead and where the competition is not just from thedomestic but also from the international players. 6

4.) Title: WOMEN ENTREPRENEUER DEVELOPMENT IN GARMENT MAKING Author: Dr. N. VASUGI Reader Family Science & Community Development Department Avinashilingam Deemed University Source: Journal of textile association Date: Vol 67, Mar-Apr 2007 Review: Textile industry is the largest foreign exchange earner and also the second largest employment provider next to agriculture. Worldwide garment industry is the third largest employer of the women even in Indian garment industry 80% of the people employed in it Are women. Further also it has a lot of job opportunities for everyone women included with the increased investment to push the growth forward and also with more and more doesnt mean we are Free of weaknesses. If we are able to meet up the internal challenges of production we will be unstoppable. 6

NEED OF THE STUDY There are different national & international products present in India. So to identify the customer & their buying behavior have been the focus of a number of international and national product. The result of these studies have been useful to the provide solution to various marketing problem. Understanding buying behavior pattern per se is not enough without understanding the composition and origin of the customer. Today most of the Indian customers are attracted by the imported goods because of their high quality. So that most of the Indian company product looses their credibility and loyalty in domestic customers. So the objectives of the study are 1. 2. profit? 3. customer? How can we grow our business while retaining a core of the loyal How can we stand out in a highly competitive market where consumer How we can provide best loyalty to our customer while earning a fair have so many choice?. BACK GROUND: A major area of concern in marketer-consumer relation is the growing influence and utilization of the credit market, an outcome of compulsive buying, which has negatively affected the consumers, leading them to unmanageable debt levels. A study to find whether there is any association of the following variables on compulsive buying viz, big five Personality traits, materialism, demographics and credit card usage. The research design is a conclusive design which is single cross sectional descriptive in nature. The primary data was collected using non probability sampling technique. A quota sample of 120credit card holders (using credit card/s above one year) was chosen. The 6

respondents in aggregate neither agree nor disagree to materialism and have rarely compulsive buying. The respondents moderately agree that they are high enhanced credit card spenders, but at the same time they rarely indicate compulsive buying, which is a positive outcome. They disagree to high credit card financing behavior, which again exposes to the fact that they spent and finance their spending cautiously, keeping track of mental account4 as a self control device against environmental factors, like retailing environment, availability of credit and so. Emotional stable extroverts tend to have a steady spending behavior and external influences do not impact much, is true in this study. Twelve percent of respondents have high credit default probability, with a score between 5 to 10on the scale. The emergence of relationship in some cases is as supported by literature from previous studies at the same time poses a challenge before the researcher to take up complicated models (like structural equation modeling) to possibly explore a new direction to the nature of relationships Scope of study: Customer Loyalty is an important element in the marketing activities. This customer loyalty decides the fate of the product and organization. There is various factors influence to the customer loyalty. These factors are Post purchase behavior, Reputation, Product availability, Branding, and convenient etc. 6

OBJECTIVES The main objective of this study is 1. To understand why customer buy a particular brand of readymade or non branded garments. 2. To know the marketing opportunities. 3. To know about customer acceptance in case of garments industry. 4. To help the company to know what consumer want in the garments brand 6

RESEARCH METHODOLOGY Research problems: To study consumer buying behavior Regarding Branded and Non Branded Readymade Garments Data source: Primary data and secondary data Research approach: Survey approach Research methodology: Descriptive method Research Instruments: Questionnaire 6

SAMPLING PLAN Population Definition Sample: Malls, Super Market Extent: Mathura/Agra Sample Methods Sample size Primary data Random Simple Sampling 100 Questionnaire and Interview 6

SAMPLE While deciding about the sample of research, it is required from the researchers point to pay attention to these under mentioned points: a) Sample Units: A decision has to be taken concerning a sampling unit before selecting a sample, sampling unit may be a geographical one such as state, district, village Etc. so in this research sampling unit is Agra/Mathura b) Source list: It is also called sampling frame from which sample is to be drawn ,it caters name of all the items of a universe (in case of finite universe only).Researcher has to prepare it c) Sampling size: This refers to the no. of items to be selected from the universe to constitute a sample. This is a major problem before the researcher. The size of sample should neither be excessively large not too small, it should be optimum. This size of population must be kept in view for this also limits the sample size .Sample size in this research is 100 customers. d) Sampling procedure: Finally the researcher must decide the type of sample he must be .That is he must decide about the technique to be used in selecting items for the sample .In fact this technique or procedure stands for the sample design itself. In this we used the random sampling on the basis of first survey results, which is from 100 respondents INSTRUMENTS USED We collected primary data through sample survey or census surveys from the selected elements in malls and super markets. So for this purpose we have used the most popular tool of primary data

collection through direct communication with respondents. The tools we used are questionnaires. 6

Source of data: Data required for the study was collected through primary sources i.e. Market Survey. METHOD OF DATA COLLECTION Actually data is of two kinds so researchers should keep in mind both types of data. a) Primary Data: Primary data are those, which are collected afresh and for the first time and this happen to be original in character. b) Secondary Data: Secondary data are those data which have already been collected by someone else and which have already been used as per required. There are basically two sources to collect secondary data a) Internally: Provided by the company/organization b) Externally: Various publication of central, state and local Government. Books, magazines, newspapers Internet After only keeping in mind one can think about what type of data has to be collected during research as our research is concerned we have to gather primary data for Customer behavior QUESTIONNAIRE This method is more popular .The questionnaire is sent to the person concerned to answer the questions formatted and return the same soon. A Questionnaire consists of a number of questions printed or typed in definite order on a form or set of forms. The Questionnaire is sent to the respondents. In order to achieve the research objective it is necessary to collect accurate and relevant data, secondary data are already published data collected for purposed other than the specific

research needs at hand. Primary data that are collected specifically for the research situation at hand, were collected by 6

surveys ,using respondents surveys is one of the ways of collecting primary data namely observations, experiments and surveys . Descriptive Study Indian market is one of the fast booming markets in the world. It attract most of the Indian and international company towards them. Due to the globalization most of international branded company inter in the Indian market and increase the competition between them. There are different international competitors who are present in the Indian market like Lee, Cotton Country, Cantabile, Mc Donald, Dominos, and Elle etc. These companies try to attract most of Indian customer. Most of the Indian people prefer imported garment because they think imported company provided better look and they charge lower prices. 6

DATA ANALYSIS 1:- Where do you like to go for shopping? Category Super Market Mall Traditional Shop e-Shopping No. of Respondent 17 30 11 12 Percentage of Respondent 24% 43% 16% 17% GRAPH 1 Where do you like to go for shopping E- S HOP 12 TRA D S HOP 11 E-SHOP TRAD SHOP MALL 30 SUP MRKT MALL S UP MR KT 17 6

Interpretation: - At a present time mostly customer like went to the mall (43%) and customer second preference a super market (24%) and third preference equally eshopping and traditional shopping (16%). 2:- No of visit Category During Weekend Monthly 15 20 days Rarely No. of Respondent 27 20 12 11 Percentage of Respondent 36% 30% 18% 16% GRAPH 2 No of visit 30 20 10 0 WEEKLY MONTHL 27 20 15-20 12 RARELY 11 Interpretation: - Customers behavior went to for the shopping in the mall, eshopping, super market and traditional shop. only 36% customer want go to the daringly and 30% 6

customer monthly and 18% customer 15-20 days and 16% customer rarely go for shopping. 3:- Are you brand conscious Category Yes No No. of Respondent 47 23 Percentage of Respondent 67% 33% GRAPH Brand Conscious NO 33% YES 67% Interpretation:- 67% customers said that we are a brand conscious and only 33% customers not like a brand means that he is not depend on branded product. 6

4:- Satisfied with the brand available in market Category Yes No No. of Respondent 60 10 Percentage of Respondent 86% 14% GRAPH 4 Satisfied with the brand available 70 60 50 40 30 20 10 0 YES YES NO NO Interpretation:- In the market 86% customers said that branded product easy available in the market and 14% customer said that not easy available in present market. 6

5:- If yes you prefer Category Branded garments Non garments No. of Respondent 60 Percentage of Respondent 86% 14% Branded 10 GRAPH 5 Yes you prefer 34 NATIONAL BRAND 36 33 33.5 34 34.5 35 35.5 36 36.5 NATIONAL BRAND INTERNATIONAL BRANR

Interpretation:- Customers buying behaviors for the Non Branded readymade garments and Branded readymade garments mostly like buying a Non Branded readymade garments as 86% and only 14% customers like buying a Branded readymade garments. 6

6:- Favors in liberalization for easy availability of branded readymade garments. Category Yes No No. of Respondent 59 11 Percentage of Respondent 85% 15% GRAPH 6 Easy availability of branded readymade garments 60 50 40 30 20 10 0 YES NO Interpretation:- 86% customers said that in the market easy availability of the Imported product. 6

7:- Parameters effect buying decision Category Quality Price Easy availability National/State No. of Respondent 35 15 19 1 Percentage of Respondent 50% 22% 27% 1% GRAPH 7 Parameters buying decision 1% 27% 51% QUALITY EASY AVAILABILITY PRICE NATIONAL/STATE 21% Interpretation:- In the market customer behavior on the bases of the buying product mostly people prefer a quality as 51% and other 49% people buying on the bases of easy availability and price, only 1% people like a national/state. 8:- Advertisements of Branded readymade garments have a major influence on the buying decision of customers. 6

NUMBER OF SL NO 1 2 3 4 5 PARTICULARS Strongly agree Agree Average Disagree Strongly disagree Total RESPONDENTS PERCENTAGE 24 24 43 43 16 16 12 12 5 5 100 100 (Table.4.5) 43% 45 40 35 30 25 20 15 10 5 0 24% 16% 12% 5% Strongly agree Agree Average Disagree Strongly disagree INTERPRETATION The table shows that 43% of the respondents agree that advertisements of Branded readymade garments have a major influence on their decision to purchase 9:- Influence of brand name of the company on customers purchase decision. NUMBER OF SL NO 1 PARTICULARS Strongly agree RESPONDENTS PERCENTAGE 23 22 6

2345 Agree Neutral Disagree Strongly disagree Total 36 0 22 19 100 19 0 36 23 100 ( Table.4.9) (Chart.4.9) INTERPRETATION The table shows that 36% of the respondents agree that brand name of the company will influence their purchase decision. 10:- Type of garments prefer Category Branded Non Branded No. of Respondent 28 42 Percentage of Respondent 40% 60% 6

GRAPH 8 Type of garments IMPORTED INDIGENOUS 0 10 20 30 40 50 Interpretation:- In the garments sector mostly like Non branded readymade garments, Out of the total customer only 40% customer prefer a branded readymade garments because branded readymade garments product price high compare to the Indian garments product. 11:- If you prefer Non branded readymade garments what else can be done to make them comparison with branded readymade garments Ans Quality base and Price base. 12:- If you prefer Non branded readymade garments what fascinates towards them? Ans Easy availability and Service. 6

Professional are focused on the branded readymade garments The age group 20 30 prefer for the branded ready-made Garments. Findings Respondents having income between 10,000 20,000 prefer Branded garments 6

Education is role, which helps to identity their preferring with the Research we can tell that post-graduates prefer the branded Garments. With the help of the research we can see that more than 50% of the Sample like to purchase the branded garments frequently i.e. within 6 months i.e. 38 respondents like to purchase once in 3 months. 22 Respondents like purchase once in 6 months. Comparing age group with frequency of purchase shows the result That the age group between 20 30 likes to purchase more often (Once in 3 months) 44 respondents have the moderate preference towards the branded Ready-made garments. Only few respondents have the low preference towards branded Garments (10% of the sample) Reasons for having low preference shows that, 26 respondents said that they are highly priced, 2 said Lesser Choice Of The Design & The research showed 84 respondents like branded garments and Other 16 were not interested

about the branded garmentsColors The most influencing factor to the respondents was their friend i.e. 22 respondents said as friends, 18 respondents said that other family members influence them. Between occupation of the respondents and the influencing factors Shows that Before going for purchase most of respondents collect the Information of the brand through friends and magazines.more students are influenced by their friends, whereas salaried by their colleagues Most of the respondents like to go to factory outlets and exclusive Showrooms. 6

Limitation Every project faces some limitation; because of this limitation the required and necessary data to complete the project may not gather in proper manner. The limitations which we observe were as follows: 6

 With respect to actual population the sample size was too small. This might be effect the final result. Since the responses were only from some part of Agra the report cannot be generalized for whole Agra and Mathura Respondents may have given bias information. The time limit for the research was one week that was small time to collect adequate information for inference for the consumer buying behavior. 6

Conclusion As the research has shown the comparison between customer buying behavior regarding Branded and Non Branded readymade garments in recent time. Since the consumer buying behavior is the important factor to forecast the sales of any product in a particular area. So company should keep close eye on the market situation. yet, 6

customer were price sensitive, but the changing market trend and customer view and preference shown that customer are now quality sensitive .They want quality product, good services, easy availability of product and better performance by the product. These days no of customer buying from malls has been increased. Also the frequency to visit the malls has been increased substantially People are more brands conscious and they are satisfied with the range of products available there. We can conclude from our study that still more inclination is towards Non Branded readymade garments the preference ratio of Non Branded to Branded readymade garments is 6 : 4.This is because of the relatively higher price of Branded garments Suggestions 1. Customer like best quality product on any price, so company should add latest technology to their products. 6

2. After sales services is the area where branded and Non Branded Company can highly satisfy the existing customer, because they can make more customer through their word of mouth. So Indian and International Company should provide latest and reliable service to their customers. 3. Customers behavior always looks for some extra benefit with purchasing. They demand for affordable price for product and gifts with purchasing. 4. International Company should make strategy to cater every income group customers in city. Upper income group are affordable to purchase but lower income group is not. So International Company should make policies to send their product and every home. 5. The company should give more emphasis on advertising to create market awareness and to make a brand image in the minds of investors. 6. The International Company should do more publicity through road shows, newspaper and advertisement. As this will create awareness about the fund and schemes that are at present managed by the International Company. 7. They should keep a close eye on competitor strategies. Future outlook: The global apparel manufacturing industry is expected to grow more than ever in times to come. According to an estimate, the global apparel industry will reach a value of US$ 1,781.7 billion by the end of 2010. The apparel manufacturers are now adopting new 6

techniques to increase their trade. New business models and competitive strategies are used to enhance profits and growth. The consumer is more aware and more demanding with the development of media like television and Internet. They have more choices in quality, price and design. This is the reason why apparel chains all over the world are focusing more on improving the quality of the product and offering in varied range of fashion designs. Apparel manufacturers are developing methods to keep up with the pace of change like offering on wholesale prices to survive in the global competition. Though the above trends show a very positive picture but according to some experts, the dilution of MFA (Multi Fiber Agreement)1 will make a lot of apparel workers to loose their jobs, in many regions of USA, Asia, Central and Latin America and these jobs will shift to China. The World Bank report says, this will be one of the largest short-term transfers in history. Despite these developments the apparel industry is estimated to grow at very high pace and will provide employment to a large number of people all across the world. The Textiles Ministry headed by Union Textile Minister Shankersinh Vaghela has set an ambitious cumulative annual growth rate (CAGR) of over 20 percent to be achieved by the year2010. This will be achieved through aggressive exports of textile from $50 billion to $130 billion. 6

Bibliography News paper: The Economic Times. 6

Business Standard. Journals: Website: Business World, Business Today. www.wikipedia.com www.rbi.com Book: Kotler Philip, Principle of Management Kothari C R, Research Methodology 6

Appendices Questionnaire on Customer survey 6

Topic:-. Consumer Buying Behavior Regarding Branded and Non Branded Readymade Garments Name: Age/sex: Profession: 1. Where do you like to go for shopping? a) Super market b) Mall c) Traditional shop d) e-shopping. 2. How many time you like to visit this place? a) During weekends c) 15-20 days 3. Are you brand conscious? a) Yes b) No b) Monthly d) rarely 4. Are you satisfied with the variety of brand availability in the market? a) Yes b) No 5. If yes you prefer? a) Branded b) Non Branded 6. Are you in favors of liberalization for easy availability of imported goods? a) Yes b) No 6

7. Which parameter/s effect youre buying decisions? a) Quality b) Price c) easy availability d) national/ state 8. Which type of garments you prefer? a) Branded b) Non Branded 9. Advertisements of Branded readymade garments have a major influence on the buying decision of customers. a) Strongly agree E) Average 10. Influence of brand name of the company on customers purchase decision? a) Strongly agree E) Neutral b) Agree c) Disagree d) Strongly disagree b) Agree c) Disagree d) Strongly disagree 11. If you prefer Branded Readymade Garments what else can be done to make them comparison with Non Branded Readymade Garments? 12. If you prefer Non Branded Readymade Garments what fascinates towards them. 6

. .. 6