A Study of Buying Preferences of Readymade Garment Customers in Indore City

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Transcript of A Study of Buying Preferences of Readymade Garment Customers in Indore City

A study of buying preferences of Readymade garment customers in Indore City

CHAPTER 1: INTRODUCTION1.1: Conceptual FrameworkThe main purpose of taking this project is to carry out a research on the buying preferences of clothes with the people of Indore city. Indore has transformed from being a traditional counter shop hub to super stores, shopping complexes and now the mall culture is taking over the minds of the people. This project helped to study the minds of people and analyse the trends of their shopping clothes. This involved study of the various categories of people, that is, people who buy from streets, and those who are inclined towards the super stores and malls, and whether they prefer to change their buying preference to the other side. Indore, being the commercial capital of the state, and close to be a metro, variety of people reside in this city, ranging from the crowd of the streets of Rajwada, Sitlamata Bazaar, which have the glimpses of the traditional Malwa culture, from the high end posh colonies of Vijaynagar, which comprises of majority of the population visiting shopping malls. The prime aim of the present day college students is to look good and trendy. For the same they prefer getting the latest trends of the market and this is one of the major reasons of success of the big brands in the malls as they keep updating their fashion as per the prevailing trends. Also, the time to time off-seasonal and festive discounts and benefits on fashion stuffs and accessories attract more and more crowd in malls and mega stores these days. One of the reasons why there is still an inclination of the middle income group towards traditional cloth stores of Rajwada, Sitlamata bazaar, Cloth markets etc., is that they give considerably lower prices than the brand outlets in the shopping malls, but the quality of such cheaper stuff is always a question which is difficult to answer. But, stores like Fashion at Bigbazaar, Max retail, Reliance trends etc., are a tough competition to the local stores with their economic prices and a better quality than these shops.


A study of buying preferences of Readymade garment customers in Indore City

A disadvantage of the mega stores over the traditional stores is about the hospitality and lack of personal attention to each customer, as compared to shops of Sitlamata bazaar or other local markets, where the shopkeepers treat each client as a guest and show the latest designs personally with affection; whereas the items are displayed in hangouts and people themselves have to choose from the available alternatives, and then queue at the lines on the billing counter of the multidepartment stores-where they get every thing under single roof. This project will help to judge the better option for buying clothing with different aspects and studies on different consumer segments. The readymade garment sector in Indore has seen a diverse change over the last decade or so. Due to the emergence of various malls and thus developing a so called mall culture along with major MNC apparel brands launching their factory outlets and consumer retail stores in different posh locations of the city, the consumers, especially the youth and mid age segment now has varied options to choose from in quite economic range with quality and trust of a reputed brand. Textile or garment industry is the traditional business of the region and it is still an integral part of Indore economy. There are a number of textile mills in the region and Indore still is the bastion of wholesale garments. There are a number of firms involved in export of textile and such business firms contribute a lot to the development of Indore economy. The Dhar Textile Mills Ltd. is an example of a textile processing company located in Indore, M.P. The company has fully integrated manufacturing facilities from spinning, weaving, dyeing, processing, and printing to finishing. It offers a diverse product range which includes heavy fabric for bottom wear, uniforms, work wear, outerwear, light fabric for top wears, night wears, made ups and home furnishing. Pratibha Syntex Private Limited is another such example, located at Dhar near Indore; the company is a manufacturer and exporter of industrial yarn, fabrics and garments. But in this generation of globalisation and liberalisation, with the removal of entry barriers and major international players coming to the country with their luxury brands and products, the traditional mills are losing their importance and as a result many old mills are now a talk of the past; with only few manufacturing units remaining in the city, and most of the apparel and garment sales are taken over by the major apparel brands of the other nations.


A study of buying preferences of Readymade garment customers in Indore City

The Readymade garments industry is increasing day by day due to changes of fashion in day to day life. The readymade garment industry in India owes its existence to the emergence of a highly profitable market for exports. Ready-made garments account for approximately 45% of India's total textile exports. They represent value added and less import sub sector. In the recent years, however, the domestic demand has also been growing rapidly. The changes in the life style since the onset of the liberalization era, and given the base of the industry for the overseas market, Indian garments industry have taken big strides. The entry of the Indian and global fashion designers has stimulated the market further. With the rising tailoring costs and relatively low prices of standardized products, the Indian consumer is increasingly shifting to readymade garments. In the past, the readymade market was confined mainly to baby dresses and small manila-shirts and dress shirts. Now it has extended to trousers, suits, and lady dresses and, of course, fashion garments for men and women. Readymade garments of specific brands have become not only a status symbol; these have brought a more contemporary style in offices as much as in social circles. Franchised boutiques have been established as tools for brand and image building. The garment industry categorizes into many segments: Formal wear and casual wear Women's dresses Men's and kids wear Suits Trousers Jackets and blazers Shirts Sportswear Tee-shirts Denims Neckwear Undergarments (men's and women's) Knitwear Saris


A study of buying preferences of Readymade garment customers in Indore City

Denim is graded in clearly defined weight classes. Lightweight denim (cambray) is used in shirts and blouses. Heavy classical denim is used to make trousers, jackets or coats. The market segmentation by price differentials is also notable: High-end for the affluent, Medium priced for the core and high middle classes, Low-end for the low and core middle class.

Of the entire industry volume of about 5 million tonnes, polyester and polyester filament yarn account for about 1.7 million tonnes, and acrylic, nylon, and viscose taken together for 300,000 tonnes. The balance is represented by cotton textiles. The Indian branded garment market, which is estimated at over Rs 185 billion, accounts for 25% of the Rs 745 billion readymade market. Following the entry of several new brands, the branded segment has grown at 25% annually. This represents a shift from unbranded to the branded segment. The market for mens innerwear is estimated to be worth Rs 25 billion, with branded market valued at Rs 7 billion. The Lead Players & Alliances in this sector globally includes Maxwell Apparel Ind., Lovable, USA, Page Apparel Mfg., Jokey Intl., USA, etc. Some of the major leading brands include Arrow, Allen Solly, Van Heusen, Louis Phillipe, Park Avenue, Zodiac, Lee, Excalibur, Flying Machine, Ruf n Tuf, Newport, Peter England, Louis Straus, Stencil, Wrangler, Rod Lever, etc. The textile industry occupies a leading position in the hierarchy of the Indian manufacturing industry. It has witnessed several new directions in the era of liberalization. While textile exports are increasing and India has become the largest exporter in world trade in cotton yarn and is an important player of readymade garments, countrys international textile trade constitutes a mere 3% of the total world textile trade.


A study of buying preferences of Readymade garment customers in Indore City

1.2: History and developmentThe history of apparel in India dates back to the use of mordant dyes and printing blocks around 3000 BC. The foundations of the India's textile trade with other countries started as early as the second century BC. A hoard of block printed and resist-dyed fabrics, primarily of Gujarati origin, discovered in the tombs of Fostat, Egypt, are the proof of large scale Indian export of cotton textiles to the Egypt in medieval periods. During the 13th century, Indian silk was used as barter for spices from the western countries. Towards the end of the 17th century, the British East India had begun exports of Indian silks and several other cotton fabrics to other economies. These included the famous fine Muslin cloth of Bengal, Orissa and Bihar. Painted and printed cottons or chintz was widely practiced between India, Java, China and the Philippines, long before the arrival of the Europeans. India has a wide range of textiles of varied designs and manufactured by numerous techniques when compared to other countries in the world. The styles depend upon the location of the place, climatic conditions, cultural influences and trade contacts. The varied topography of India from the snowy mountains to the rich river valleys and from the lush forests to the arid deserts as well as the various cultures brought down here from the invaders have influenced the growth of a number of textile weaves. Following are the major works on fabrics found in India since the ancient times