Study of Shopping behavior for clothing of buyers

Presented by

Ankur Kr Srivastava Batch (2010-2012)

Introduction:-

The retail sector is the second largest employer after agriculture in the country and also the second largest untapped market after China. Organized retailing is only 2% of the total retail industry .
Mens apparel market is 46 percent of the total apparel market in India. Preference for readymade garments is increasing and this has become inevitable with the rise in urbanization. Whereas, womens apparel market is 17 percent of the total apparel market in India.

 Objectives of the study

To understand the shopping behaviour for clothing of consumers To know the source of information, To know frequency of purchases, and from where. To know influencing factors in shopping for clothing To know the attitude towards fashion, To know comfort level in decision making for purchase, To know preferred clothes and motivators for shopping etc.

To me, shopping for clothing is

Shopping for Clothing
100% 90% 80% 70% 60% 50% 40% 30%

:-

20%
10% 0%

5 4 3 2

Interpretation -

On the basis of this graph, we can easily interpret that for majority of the people we have surveyed shopping for clothing is important part of their life and for nearby 60% shopping for clothing is positiv part for them.

How often do you purchase clothing for yourself from following business?
How often do you purchase clothing for yourelf from following businesses
How often do you purchase clothing for yourelf from following businesses

3.4 3.2 3.2

3.5

2.6 2.4 2.1 1.8 1.8 2.2

Department Specialty stores "Fast Fashion" Stores Stores

Fashion Discount stores Discounters

Catalogs

Internet Retailers

Ebay or other online auction sites

Boutiques

Exhibitions

Interpretation By observing the above graph, we can easily interpret that people most often purchase clothing for themselves from discount stores followed by specialty stores , departmental stores & fashion discounters. Internet and online sites were the least preferred options for shopping for clothing.

Conclusion
Internet store sites, Advertisement on internet & internet shopping sites lead to frequent purchases of apparel. Speciality stores, Departmental stores and fashion discounters were famous destinations for shopping. Parents, Female siblings and female friends were least influencers while shopping.

 For Majority of the people motivators for the shopping are social occasion, wedding and change of season and they are least motivated by family celebration and change in size. Majority of the people preferred readymade brands rather than going for tailored brand because of more convenience, good quality, better fit, long lasting and more fashionable. Female Co workers, Male Co workers, Sales persons and children were main influencers while shopping. Fashion show and magazines were least preferred to get an idea for shopping.

Recommendation
Any design decisions that involved signage, display, store layout, fixturing, and the like basically impact the stores effectiveness as a comfortable and enjoyable place to shop. It has been well established that the amount of time a customer spends in the store depends on how comfortable they are in the store. The longer the retailer can keep a customer in their store, the more the customer will be aware about the quality, price which will inforce them to buy .