AMMR Project

Buying behavior of womens ethnic wear in India

Group#4:
Alka
17/066

Amit
17/067

Swati
17/117

Tara
17/120

Nainpriya
17/280

Abhinay
16D/180

Introduction
Research Objective

To study the factors affecting the buying behavior for ethnic wear apparels for
ladies in India

Motivation of Study

Methodology of study

Rs. 2,07,0400 Cr Industry

in 2012
Rising Demand and
growing at a CAGR of 10%

Primary data

Online Survey: 85 respondents

Stratified sampling: Selective - Female
respondents in the age group of 21-30

Focus Group
Discussions
Two types of customer
groups price conscious
& fashion conscious

FGD: 8 participants in IIMK

Secondary data

Lit review

Literature Review

Main Journals referred:

Journal of Fashion Marketing & Management, Clothing & Textile Journal, International Journal of
Consumer Studies, Asia Pacific Journal of Marketing & Logistics, Journal of Consumer Marketing,
Journal of Consumer Psychology, International Journal of Retail & Distribution Management

Key Takeaways:

Amongst all products,

clothes have most
experiential factor
in decision making
process

Unique, Novel look

is sought (nonbranded items) by
many, whereas those
looking for social
conformity prefer
branded clothes
(Adolescents)

Quality, Convenience
& Store atmosphere
play major role in
perception of
shopping experience

The actual buy

decision depends on a
lot of physical product
attributes (As
opposed to shopping
experience)
especially fabric,
design, etc

Lot of movement
towards private-label
brands in the last
decade, across the
world

One Way Anova

The significance level here shows that variance between the

groups are equal

The significance level of .024 shows that variance between

the groups are unequal

People from diff. regions consider comfort in the same level of

preference

People from diff. regions consider price in the same level of

preference

Factor Analysis
KMO : 0.825
Bartletts test significance: .000
Total variance explained: 69.130%
Total no. of factors: 4 ->Eigen values, var. explained & scree
Factors:
plot
Product features: Color, Fabric Quality, Fabric Type, Durability,
Comfort
Style: Price, Ease of care, Customization, Varieties, Fitting
Service: Store ambience, Location, Promotional campaign,
Salesperson friendliness
Aspiration: Fashionable, Designer wear, Brand preference
Dominating factor: Product features (42.931% variance
explained)

Confirmatory Factor Analysis

Model Fit
Index
CMIN/DF
GFI
CFI
PCFI

Value
2.114
0.844
0.893
0.649

RMSEA

0.115

Reliability All factors are reliable

Factor
Product_Centricity
Style_Propensity
Service_Centricity
Aspirational_nature

Score
0.945963
0.939365
1.043548
1.062084

Convergent Validity

The constructs satisfy Discriminant Validity

and Nomological validity

Factor
Product_Centricity
Style_Propensity
Service_Centricity
Aspirational_nature

EVA
0.856419333
0.839640667
1.138991
1.21142

Choice Based Conjoint Analysis

Key points to note:

Bright Colours & Moderate to Grand designs

are most preferred

In Market simulation the top two market

shares are for two contrasting price/care
categories but similar design/colour
attributes

Corroborates FGD findings

Limitations & Conclusion

The response rate is low

The survey response is not

inclusive since the Age
group and region
parameters are skewed

The survey is not a

representative sample

Self-select survey

Online survey limitation

Fabric Quality, Price Consideration and Fabric Comfort are

region agnostic factors that influence buying behaviour

Customers can be segmented based on their

expenditure on ethnic apparel and on the region they
belong to, since their tastes differ according to the
region

Constructs like Product Centricity , Service Centricity,

Style propensity and Aspirational Nature are the main
factors

Among the product attributes considered, design, colour and

price influence the customer the most