Apperal Final

A study on the Consumer preference on Traditional branded wear

Clothes among Women’s in Belgaum City.

Presented by:

Sarika.chougule

KLE’s college of business administration, Lingraj college



Table of content

SL. no Topic Pg no

1 Executive Summary 1

2 Introduction to Apparel industry

Insight view of apparel industry

Industry Structure

Export

Growth

Apparel supply chain and its variants

Major players in Indian apparel industry

Organized market share of apparel industry

Market analyses

Indian apparel market

Advantage, disadvantage, Challenges and strategies

Traditional dress

2-39

3 Back ground of the research

About apparel industry in Belgaum

Research problems and research objectives

Research design

40-43

4 Data Analysis & Interpretation 44-70

5 Findings 71-76

6 Suggestion 77

7 Conclusion 78

8 Bibliography 79

9 Annexure

Questionnaire

Coding sheet

Joining & Weekly Reports




Executive Summary

This report is the result of one month internship study on the research of consumer

preference towards traditional branded wear Belgaum. The study was conducted in Belgaum

city. The information collected on Indian apparel industry in brief was from internet and

information about the Belgaum apparel industry was collected locally by visiting some local

branded.

Research problem was identified and based on the problem objectives were framed.

The method that was adapted to conduct the research was personal interview method through

questionnaire and there were 16 questions in questionnaire and sample size was 150. It took

nearly two weeks to fill up all the questionnaires from respondents. When the entire

questionnaire was filled analyzing and interpreting all the questions were done.

Based on interpretation few things were found out those are as follows

The city possesses totally 9 brands, wherein the research is conducted on 8 brands. The newly

opened ninth brand being “W” is not considered for the research.

According to the survey conducted maximum number of people prefers branded clothing

because of brand name, quality, variety, status and design.

Women prefer buying branded clothes because according to them wearing branded clothes

makes they feel more confident, superior image and a high status person.

According to the survey there are also people who are unaware of branded clothes that are

available in Belgaum city. According to the survey conducted the most aware and preferred

brand is BIBA and Reliance Trends. The survey also indicates that women choose location

also as criteria for buying branded clothes.

Few suggestions on findings

Few branded stores need to advertise more

Unbranded store need to improve upon their service and even.

unbranded stores need advertise.




APPAREL

Meaning:-

Clothing is a term that refers to a covering for the human body that is worn.

Market Definition

The apparel retail industry consists of the sale of all menswear, women’s wear and children’s

wear. The menswear market includes men’s active wear, casual wear, essentials, formalwear,

formalwear-occasion and outerwear. The women swear market includes women's active wear,

casual wear, essentials, formalwear, formalwear-occasion and outerwear. The children’s wear

market includes baby clothing, boys active wear, boys casual wear, boys essentials, boys

formalwear, boys formalwear-occasion, boys outerwear, girls active wear, girls casual wear, girls

essentials, girls formalwear-occasion, girls outerwear and toddler clothing.

LIFE CYCLE

Clothing maintenance

Laundry, ironing, storage

Non-iron

Mending

Recycling




INDUSTRY

Apparel is one of the basic necessities of human civilization along with food, water and

shelter. The Apparel Industry reflects people’s lifestyles and shows their social and economic

status. The Apparel and Textile industry is India’s second largest industry after IT Industry.

At present, it is amongst the fastest growing industry segment and is also the second largest

foreign exchange earner for the country. The apparel industry accounts for 26% of all Indian

exports. The Indian government has targeted the apparel and textiles industry segments to

reach $50 billion by the year 2015.

China on the other hand, has already reached their target of $52 billion in 2004, and

therefore, it is very possible for India to reach its target soon. One of the most interesting

features of the apparel industry is that, it migrates from high cost nations to the low cost

nations. The growth of the domestic demand for clothing in India is linked with the success

of the retailing sector.

This is primarily due to the rise in the standard of living caused by the rise in the middle-

income groups. In our present economic world of demand and supply, price and quality are

the key factors, which determine the success of any business. The key element here though, is

the cost of labor. India and China have a comparative advantage in this industry though, their

vast labor forces and the relatively low cost of labor. Since, India and China have the

advantage of making textiles and so fabric costs are lower than in other countries, they have

become the Apparel sourcing choice for many international companies.

Sourcing choices arise from profitability. This includes considering costs, such as, buying

factors of production, like land, buildings and machines versus factors affecting revenues,

including pricing, marketing, and distribution.




The issues of labor, material, shipping costs and tariffs structure also affect the sourcing

choices. Since, apparel production is a labor-intensive activity, wage rates are also a major

factor in sourcing decisions. This gives immediate competitive advantage to producers in

countries like India and China to export to more developed and high cost countries like the

United States and the European Union.

The worldwide apparel industry is one of the most important sectors of the economy with

regard to investment, revenue, and trade and employment generation all over the world. The

apparel industry in India has substantially diversified on the basis of fashion, climate, region,

culture and fiscal factors. Indian textile is witnessing great growth and development in the

industrial sector in India as well as abroad.

The significance of the apparel industry is entirely based on the contribution of the industrial

productivity and employment. Apparel sector in totality contributes to the country's GDP

after agriculture.

The important segments covered in apparel industry include home decor and furnishings

along with clothing and fashion accessories for kids, women and men

Knitted Garments-Information

Shawls-Information

Leather Industry

Silk Industry

Embroidery Market

Buyers Guide of Knitted Garments

Garments And Clothing

Indian Textile

Silk Fabrics




Process

Cutting Sewing mid Process Finishing Washing

Embroidery Productivity tool Attachment




The Insight View of Apparel Industry!

The Indian apparel industry also has a vast existence in the economic life of the country.

It plays a critical role in the economic development of the country with its contribution to

industrial output, export earnings of the country and the generation of employment. The

Indian apparel industry has seen remarkable changes in the past few years and it is also one

of the India's largest foreign exchange earners.

Embroidery being the traditional art form of the country has contributed hugely for apparel

industry. Indian embroidery market stands out as being extraordinary in the international

markets.

However, Chennai can emerge as a major production force if it makes the necessary

investments and increases quality and improves efficiency in production as it already has the

advantage of having an active leather sector, he said.




Apparels – Dressing the world over

Domestic Demand & Export Diversification will be the key to success

The Indian apparel industry is estimated to be worth Rs. 1,876 billion in FY11 and is

expected to grow at a CAGR of 8.7 per cent till FY16. The growth would primarily be driven

by the surge in demand for readymade apparels in rural areas, rising income levels and youth

population and increasing preference for branded apparels.

The domestic apparel industry constitutes of five segments – menswear, women’s

Wear, Kids wear, unisex and uniforms. Menswear is the largest segment whereas uniforms

and women’s wear are the fastest growing segments. Apparel manufacturing is the least

capital intensive section of the textile value chain and is therefore characterized by low entry

barriers. At the same time, it is highly labor intensive and requires skilled, unskilled and

semi-skilled laborers.

Indian apparel industry is highly fragmented in nature. Due to the low entry barriers,

numerous players have entered the industry. Reservation of the sector for SSI unit’s up to

FY04, quota restrictions on exports to US and EU up to CY04 and stringent labor laws led

the industry to a highly fragmented structure. It forms the most fragmented part of the Indian

textile industry

India’s apparel exports grew at a CAGR of 6 per cent from INR 382 billion in FY06 to INR

511 billion in FY11. The growth in exports can be attributed to shifting of the apparel

manufacturing base from the developed countries like the US and the EU to the low cost

countries like China, Vietnam, India, Bangladesh and many others. Multi Fiber Agreement

phase-out at the end of 2004 also helped India to increase its exports.

To remain competitive in the international market, Indian apparel industry needs to build up a

strong weaving and processing link so as to provide support to the apparel manufacturers and

also set up large units for reaping the benefits of economies of scale.




Apparel industry’s profitability is mainly influenced by the raw material and input prices.

Domestic players enjoy better margins as against the exporters. The raw material prices for

apparel players have been on rise in the recent past due to the soaring cotton and crude oil

prices. The players have February 2012 Indian Apparel Industry has been unable to pass on

the rise in cost to the consumers due to the stiff competition and limited pricing power.

Therefore, the margins of the apparel manufacturers are expected to remain subdued over the

medium term.

The government has announced various schemes to encourage the investments in the textile

industry like National Textile Policy (NTP), Scheme for Integrated Textile Parks (SITP),

Technology Up gradation Fund Scheme (TUFS), Export Promotion Capital Goods (EPCG),

Duty Entitlement Pass Book Scheme (DEPB) etc. The government has also allowed 100%

FDI in the textile sector through automatic route and up to 51% FDI in the retail trade of

“single brand products” (with prior government approval).




STRUCTURE OF THE APPAREL INDUSTRY

The apparel industry is one of the largest segments of India’s economy, accounting for 20

percent of total industrial production and slightly more than 30 percent of total export

earnings.

It is also the largest employer in the manufacturing sector with a workforce of some 38

million people. In addition, millions of others rely on the textile and apparel industry for their

livelihoods, especially those involved in cotton production.

GROWTH OF INDIAN APPAREL INDUSTRY

India would need to invest in high-tech machinery, infrastructure and improve labor laws if it

needs to fully leverage on its advantageous position in the apparel industry.

"We need to increase the quality, lower costs, have a better working environment and have

quicker turnaround time if we need to compete with China. The Rs 27,000-crore Indian

apparel industry is all set to witness a fourfold growth in the next three to four years," said

PawanKapoor, director of India Industrial Garment Machines Private Limited (IIGM).

Most of the global majors like Wal-Mart, JC Penney, GAP and Tommy Hilfiger, who have

liaison offices in India, have indicated that they are going to significantly boost their sourcing

of apparel from the Indian industry, he added.

Proof of India's relevance in the post-2005 scenario is that in the last one year alone there has

been the arrival of more than 50 global buying houses to set up shop in India.

Most of the global majors like Wal-Mart, JC Penney, GAP and Tommy Hilfiger, who have

liaison offices in India, have indicated that they are going to significantly boost their sourcing

of apparel from the Indian industry, he added.

Proof of India's relevance in the post-2005 scenario is that in the last one year alone there has

been the arrival of more than 50 global buying houses to set up shop in India.




To bring the leather and apparel industry together, Xhibition and Konferences India is

organising an exhibition titled 'Gar-Fab TX Chennai' between October 1 and October 3. The

exhibition is expected to have more than 40 participants who will primarily be garment

machinery manufacturers, leather and apparel manufacturers

"The apparel industry has the potential to become India's largest employer as it employs

people both in the rural and urban areas. It also employs unskilled, semi-skilled and skilled

personnel making it possible even for illiterate individuals to find employment," observed

Kapoor.

The apparel industry currently provides direct employment to more than 12.5 million people

in India.

Tirupur currently exports about Rs 5,000 crore worth of apparel and this has been a sustained

effort over ten years despite poor civic amenities and infrastructure.

Tirupur quickly realized that a low cost woven fabric will not find a buyer if its quality is also

poor. Therefore, it invested heavily on machinery and processing technology which has made

it into an exporting powerhouse. Chennai exports are only to a tune of Rs 1,200 crore," added

Kapoor.

However, Chennai can emerge as a major production force if it makes the necessary

investments and increases quality and improves efficiency in production as it already has the

advantage of having an active leather sector, he said.




EXPORT OF APPAREL INDUSTRY

The apparel and textile industry occupies a unique and important place in India. One of the

earliest industries to come into existence in the country, the sector accounts for 14% of the

total Industrial production, conduces to about 30% of the total exports and is the second

largest employment creator after agriculture.

The apparel and textile industry caters to one of the most basic requirements of people and

holds importance; maintaining the prolonged growth for improved quality of life. The sector

has a unique position as a self-reliant industry, from the production of raw materials to the

delivery of end products, with considerable value-addition at every stage of processing. Over

the years, the sector has proved to be a major contributor to the nations' economy.

Its immense potential for generation of employment opportunities in the industrial,

agricultural, organized and decentralized sectors & rural and urban areas, especially for

women and the disadvantaged is noteworthy




ORGANIZED MARKET SHARE OF APPAREL INDUSTRY

India's textile and apparel industry (domestic and exports) is expected to grow from Rs 3.27

lakh crores to Rs 10.32 lakh crore by 2020, says a new research report by Technopak

Advisors, a leading management consultancy. It estimates that by 2015, the overall Indian

apparel industry would be worth Rs 2.88 lakh crores and the organized market share will be

25 per cent of this. Therefore, one can say that the branded apparel market which is a major

chunk of the organized market will thus be around Rs 55,000-60,000 crores.

Interestingly, the Technopak study comes at a time when Global Industry Analysts, Inc,

(GIA) a reputed publisher of off-the-shelf market research too has come up with a global

study that predicts the world branded apparel market will reach $600 bn by 2015. Hence,

India might just have around 2 per cent market share. The GIA report suggests that although

currently tempered by the economic recession, world market for branded apparel is

nevertheless expected to recover and gain momentum over the next few years. What’s

expected to drive growth is renewed consumer confidence and a rapidly increasing demand

from developing markets, especially

Asia-Pacific, and sustained growth in the children’s branded apparel segment.




The GIA report also suggests that it’s the children’s branded apparel segment which offers

maximum hope for various stake holders in the branded apparel segment. While men,

women’s and sports branded apparel have come under the yoke of the recession, children’s

branded apparel although hurting exhibits greater resilience to the economic turmoil. It also

says that growth in the branded apparel market remains encouraging in developing regions

such as, Asia-Pacific, which displays the fastest compounded annual growth rate (CAGR) of

about 2.34 per cent over the analysis period

Interestingly, the Technopak study back in India too reveals that the domestic textiles and

apparel market in 2009 was Rs 2.18 lakh crores and is expected to grow at a CAGR of 11 per

cent to Rs 6.56 lakh crores by 2020. The domestic apparel retail market was worth Rs 1.54

lakh crores in 2009 and will touch Rs 4.70 lakh crores by 2020. And even though, as of now

the menswear segment has a majority share in the apparel market with 43 per cent and is

growing at 9 per cent, women's wear is growing faster at 12 per cent and is expected to have

43 per cent share by 2020 from the current 37 per cent. Similarly, the kids wear segment is

growing rapidly with higher growth in girl's wear at 11 per cent and boys wear is growing at

10 per cent. The report points out that the home textile market is expected to grow 9 per cent

move up from Rs 15,570 crores in 2009 to Rs 40,000 crores by 2020.




Apparel supply chain and its variants

Brief description of apparel supply chain:




Indian apparel industry is expanding its global business

boundaries

AEPC signs MoU with Russian Textile Entrepreneurs: To boost up apparel trade between the

two countries.

Indian apparel industry is expanding its global business boundaries. Taking the initiative

forward, the Apparel Export Promotion Council (AEPC) of India recently signed a

Memorandum of Understanding (MoU) with the Russian Union of Entrepreneurs of Textiles

and Light Industry at the Embassy of India in Moscow.

AboutAEPC:

Incorporated in 1978, Apparel Export Promotion Council (AEPC) is the official body of

garment exporters




ADVANTAGE

I. Raw material base

India has high self sufficiency for raw material particularly natural fibres. India’s cotton crop

is the third largest in the world. Indian textile Industry produces and handles all types of

fibers.

II. Labor

Cheap labor and strong entrepreneurial skills have always been the backbone of the Indian

Apparel and textile Industry.

III. Flexibility

The small size of manufacturing which is predominant in the apparel industry allows for

greater flexibility to service smaller and specialized orders.

IV. Rich Heritage

The cultural diversity and rich heritage of the country offers good inspiration base for

designers.

V. Domestic market

Natural demand drivers including rising income levels, increasing urbanization and growth of

the purchasing population drive domestic demand.




2. DISADVANTAGE

I. More dependence on cotton

Due to over specialization in cotton, the bulk of the international market is missed out,

synthetic products in India are expensive and fabric required for items like swimsuit, sky-

wear and industrial apparel is relatively unavailable.

II. Spinning Sector

Spinning sector lacks modernization and there is a need of introducing new technology.

III. Weaving Sector

India has relatively less number of shuttle-less loom.

IV. Fabric Processing

Processing is the weakest link in the Indian textile value chain, adversely affecting its ability

to compete in exports.

V. Poor Infrastructure

High power costs and long export lead times are eroding India’s export competitiveness

across the textile chain.

VI. Low Labor Productivity

Productivity levels for manufacturing various apparel items are far lower in India in

comparison with its competitors.




3. OPPORTUNITIES

I. Growing Industry

World textile trade would continue to grow at a rate of 3-4% to reach $200-210 billon by

2010.

II. Market access through bilateral negotiation

The trade is growing between regional trade blocs due to bilateral agreements between

participating countries.

III. Integration of Information technology

‘Supply Chain Management’ and ‘Information Technology’ has a crucial role in apparel

manufacturing. Availability of EDI (Electronic Data Interchange), makes communication

fast, easy, transparent and reduces duplication.

IV. Opportunity in High Value Items

India has the opportunity to increase its UVR’s (Unit Value Realization) through moving up

the value chain by producing value added products and by producing more and more

technologically superior products.




4. CHALLENGES

I. Decreasing Fashion Cycle

There has been an increase in seasons per year which has resulted in shortening of the fashion

cycle.

II. Formation of Trading Blocks

Formation of trading blocks like NAFTA, SAPTA, etc; has resulted in a change in the world

trade scenario. Existence of bilateral agreements would result in significant disadvantage for

Indian exports.

III. Phasing out of Quotas

India will have to open its protected domestic market for foreign players thus domestic

market will suffer.




Industry Analysis: Apparel

The Apparel Industry consists of companies that design and sell clothing, footwear and

accessories. Product categories include everything from basics, such as underwear, to luxury

items, for example, cashmere sweaters and alligator-skin handbags. Traditionally, Apparel

companies are wholesalers, selling large quantities of goods to retailers, which mark up items

and sell them to consumers for a profit. However, it's become more difficult to draw a line

between wholesalers and retailers; most Apparel companies now have both types of

operations.




Wholesale Business

Wholesale business is what separates Apparel companies from those in the Retail (Special

Lines) category. Apparel companies design and produce/source items that they sell to

retailers, including department stores, specialty shops and discounters. Often, a company

owns licenses to manufacture goods under particular brand names, and will market and

advertise these lines. One license can cover many products. In some instances, an Apparel

company may only have the rights to produce specific items under a brand, such as ties and

shirts, but not pants or sleepwear. Production is often outsourced to developing countries,

where labor costs are inexpensive, relative to those of the United States and Europe. The

wholesale market is seasonal. Retailers stock up on merchandise before shoppers hit the

stores during the peak back-to-school and holiday periods.

Brand names, those familiar offerings with a good reputation for quality, style or value, are

popular among shoppers. A clothing company possessing a broad line-up of well-known

brands has a competitive advantage over its peers. This is not always the case, however. In

tough economic times, consumers might turn to similar private-label goods to save money.

Private-label goods are found in department stores and discount chains. Though they are less

expensive than branded items, such goods are often more profitable for the seller. Brand-

name items and private-label goods compete against each other for shelf space throughout the

business cycle.

Because of the seasonal nature of the wholesale market, it's better to compare sales on a year-

to-year, rather than sequential-quarter, basis. Gross and operating margins are the best gauges

of a company's health. Sales volume, supply chain efficiency, sourcing costs, and selling,

general and administrative (SG&A) expenses determine profitability.




Retail Operations

There are a number of reasons why Apparel companies establish retail divisions. Having

stores dedicated to a single brand gives a company control over a line's image and identity.

Apparel companies have some control over branding and merchandising at department stores,

and their influence is diluted further at the boutique level. Dedicated retail stores allow a

company to highlight its own merchandise, without worrying about competing labels.

Retail stores are typically more profitable than their wholesale brethren. By selling its own

merchandise at retail, an Apparel company can cut out the middle man and increase profits.

However, this strategy can be risky. Instead of just designing and producing clothes and

filling wholesale orders, companies with retail operations also have to find store locations

with good potential, manage inventory, and avoid big markdowns.

The Internet is another important platform for retailers, especially since consumers are

increasingly Web-savvy and have access virtually anywhere. Shoppers want to quickly find

what they are looking for on line, and demand fast processing and shipping. Direct sales via

the Internet can be a boon to a company. These sales do not entail expensive storefronts and

related staffing and, thus, are more profitable than traditional business.

Apparel sales at the retail level tend to be highly seasonal, with the majority of revenue

booked during the holiday and back-to-school periods. Market analysts review total year-to-

year sales to identify trends. Notably, they focus on "comparable-store" sales, which indicate

the year-to-year performance of locations open for a year or more. Sales-per-square-foot is

another important metric that measures how efficiently a retailer utilizes its floor space.

As with wholesalers, the success of retailers is visible in their reported gross and operating

margins. Retail margins are influenced by several factors, including markdowns and

promotions and SG&A expenses. Product mix also plays a roll in determining profitability.

For instance, a weighting toward accessories is favorable, given their high margins.

Accessories' one-size-fits-all nature involves lower costs than do fitted clothes.




Investment Considerations

The Apparel Industry is fragmented and highly competitive. There are a number of major

players, but there are also countless niche stores and private companies that cater to specific

demographics. Too, general merchandisers and foreign companies bring more competition to

the sector. Consequently, Apparel companies need to be nimble and highly efficient to

survive in this cutthroat industry. Having the right product is also essential. Fashion trends

change frequently, and companies need to adapt to varying consumer tastes quickly.

Apparel stocks are economically sensitive. Although clothing is a basic need, people have

wide discretion as to when they update their wardrobes and how much they spend. When

times are good, apparel sales are usually brisk, but during periods of economic uncertainty

and contraction, clothing is an area where people can easily trim outlays




Indian Apparel Market

Everyone expected the worst from 2009; however, the Indian apparel market grew by 13.5

percent in the last year according to the estimates that have come in. All segments of the

market in men’s, women’s and kid’s category has grown over the previous year. There are

not many surprises in this year’s analysis but it’s interesting to note that super premium and

premium segments have grown in almost all categories. The trend could be an indication of

the evolution and maturity of the Indian market and consumer base to demand quality and

branded apparel. The other data that is thrown up by the study is growth in the lower price

segment of the jeans wear segment. The wider acceptance of the product category and its

penetration into the rural market can be the reason for this trend in the research. The

projected growths are indicative of the health of the market and can only mean a recovery in

all segments, provided the economic conditions remain stable. Indian apparel industry, to be

followed by a detailed analysis of the apparel market trends

1) Menswear:-

Menswear is still the single largest product category, both in terms of value and volume. This

segment is also the most developed and better organized when compared to other categories

like women’s wear and kids wear

Among all the apparel categories T-shirts was the fastest growing at a rate of 34.1 percent

and Trousers at 18.3 percent.

Categories:-

Men’s Shirts

Men’s Trousers

Men’s Formal Suits, Jackets & Blazer

Men’s T-Shirts




Menswear




2) WOMENSWEAR

The women’s wear segment comprises 32.2 percent (INR 497.1 bn) share of the INR 1542.5

bn Indian apparel market in value terms

Ethnic wear still controls women’s apparel market in India and while the craze for designer

sarees gets reinforced as a fashion statement for special occasions. Ethnic salwar-kameez still

remains the mainstay of the Indian woman’s wardrobe and designers have a major chunk of

this market.

Categories:-

Salwar Suits

Sarees




WOMENSWEAR




3) Western wear

Considering the general meltdown in market sentiments, women’s western

suits/coats/blazers, t-shirts, woven tops and trousers/skirts have all shown reasonably

encouraging growth

Categories:-

Lingerie and Nightwear

4) UNISEX APPAREL

The ‘Unisex’ apparel segment comprises Jeanswear, casual blazers/jackets, active sportswear,

as well as accessories such as socks, ties, scarves et

Categories:-

Jeanswear

Woolens - Sweaters, Pullovers, Cardigans

Active Sportswear

4) KIDSWEAR & UNIFORMS

Western wear




Unisex Apparel




KIDSWEAR & UNIFORMS

Major players




Reliance Trend

Pantloons

Westside

Theloot

The Raymonds group

Fabindia

Mega Mart




Traditional Dresses

The Indian Traditional Dress for women is the traditional saree, the salwarkameez and the lehenga

or ghagracholi. While in the norther region of India, the women prefer to wear salwarkameez or

suits, the eastern and southern region women's traditional dress is the saree. In the western part of

India like Gujarat, Rajasthan, the colorful tie and dye ghagracholis are traditional dresses for

Indian women.

The diverse cultures and traditions have greatly influenced the styles of these Indian costumes.

Indian Women Traditional Dress

The Indian women traditional dresses can be divided into five main categories region wise

which are given below

1) North Region Traditional Dress

Popular dresses are salwarkameez, damaan, kurti, chunder, phuran, ghagracholis etc. Check out

the details here




2) South Region Traditional Dress

Popular traditional dresses of Indian women in the South region are Mundumneriyathum,

PavadaDavani, South silk sarees etc. Read more..

3) West Region Traditional Dress

In the western region, the most common women traditional dress is the ghagracholis and sarees.

However the draping style of the saree is different in some states like Maharshtra. In Goa, Indian

women wear western clothes. Read more...




4) East Region Traditional Dress

In eastern region, saree is the main traditional wear, especially for the the women in West Bengal.

Check out more..

5) North-East Region Traditional Dress




MekhalaChaddar, Innaphi,Phanek, Jainsen, Dakmanda, Puan etc. Get to know them in details here




RESEARCH PROPOSAL

TITLE OF THE STUDY

A study on the Consumer preference on Traditional branded wear clothes among Women’s in

Belgaum City.

1) Background to the Research:-

Industry: - The apparel industry can be broken down into two major segments: the

production of textiles and fabric from raw materials and the transformation of these

fabrics into clothing and other accessories. The apparel industry consists of cutting fabrics

and other materials, and sewing them together to create apparel or accessories, including

footwear, outerwear, pants, and tops.

History: - The apparel industry is an ancient one; bone needles have been found dating as

far back as 30000 BC. During that time, the majority of clothing was composed of prepared

animal hides, with some civilizations weaving together various animal and vegetable fibers to

create their unique clothes. The industry experienced relatively slow development and a lack

of progress until the industrial revolution, when the production of apparel was significantly

altered by technology, including the cotton gin and pedal-powered sewing machines.

2)Current Scenario of Apparel in Belgaum City

Currently branded Apparel is booming in Belgaum city it become main objective.

Because different types of various dresses with different varieties.

Netted sari is one for traditional wear that is attracting people

Cotton Chudedar with different varieties.

Anarkali and Patiala type of dresses are in more of demand.

Mix and match type of dresses




Because of this branded stores many unbranded\unorganized stores are facing

problems because branded store are able to manufacture the same traditional designs

and customers are preferring branded stores and also branded stores are providing

some schemes and offers which unorganized those not provide

The various brands that are available in Belgaum city are

1) Brands

BIBA

Good Things

Global Desi

Fab India

Rujuvla

Pantaloon

Reliance trends

Seven East

3) Research Problem:-

To determine the perception of the consumer about branded clothes as compared to

unbranded clothes in Belgaum city




4) Objectives (Factors Considered while buying traditional

Apparel)

To understand the buying pattern of the Traditional clothes of Women’s in the

Belgaum City.

To understand factors influencing Pattern to buy branded traditional women’s

Apparel.

To understand why Women’s buy a particular brand of clothes.

To study and analyze the brand preference of Women’s in buying branded

apparel.

To see how Age, Culture, price, Quality, Lifestyle and Income level of the

Women’s affects their buying decision.

Research Design:-

It is the plan, structure of investigation conceived so as to obtain answer to research question

and to control variance. It is specification of methods and procedures for acquiring the

information needed.

The research would be based on Conclusive research because, it is based on large,

representative sample, and the data obtained would be subjected to quantitative analysis.

Conclusive research design is descriptive in nature. It is descriptive because, here the

problem needs to be analyzed in detail.

Single Cross Sectional Design- It involves collecting the information from the target

population (Belgaum) at only one sample of respondents is drawn


Research Design Conclusive Research Descriptive Research



Area of Research

Location: Belgaum

Sample Frame

Sample Units

Target Samples: People wearing traditional clothes in Belgaum

Sample Size

The respondents targeted for the research are about 150, who will be considered as

model for research study.

Data Collection:-

By using primary and secondary sources collected the required information,

1. Primary Sources:- Administration of Questionnaire as well as personal interview

Nature of Questionnaire:- The questionnaire contains following type of questions

Open-Ended and Close-Ended Questions.

Dichotomous Questions.

Multiple choice questions.

Rating Questions.

2. Secondary source:- Websites on Apparel Industry.




Analysis

I have included 16 questions in my survey and the entire respondent answered to the

questions and my interpretation on all the questions are .

1. No of people like shopping

A) Yes -150

B) No-0

Interpretation

Out of 150 samples all the 150 respondent wear branded clothes.

The entire respondent wears branded clothes some wear regularly while others wear only

during some occasions or festivals.




1) Frequency of shopping

Total no of Respondents

Once in month 57 (38%)

Twice a month 73(49%0

Others( Trice a month etc) 20(13%)

Interpretation

Out of 150 samples

38% of women said they go ones in a month for shopping.

49% of women said they go twice in a month.

13% of women chosen as other like (Thrice in a month etc).

From the above diagram we can see 73 women prefer shopping Twice in a month, 57 women

ones in a month and 20 others like (Thrice in a month etc).


FREQUENCY OF SHOPPING



2) Shopping place for traditional wear


Life style showrooms 70(57%)

Boutiques 36(29%)

Unbranded showrooms 17(14%)

Interpretation

Out of 150 samples

57% of women prefer shopping in Lifestyle showrooms.

36% of women prefer in boutiques and.




17% of women in unbranded showrooms.

As many as 57%women out of 150 sampling prefer to go to life style showrooms and 36 %

women prefer boutiques as of the price range reasonably for its quality and design which is

not guaranteed in unbranded showrooms which is why only 17% women prefer .

3) Frequency of wearing traditional were


Daily 48(32%)

Weekly 58(38%)

Once a month 36(24%)

Never 04(3%)

Other(Twice a month etc) 04(3%)




Interpretation

Out of 150 samples

32% of women wear daily traditional wear.

38% of women wear weekly traditional wear.

24% of women prefer ones in a month.

03% of women never.

03% of women prefer other.

Because of the new trend in traditional wear people are now again getting attracted towards.

4) Age of the respondents

Age Total no of Respondents

16-25 95(62%)

26-35 45(31%)

36-45 10(07%)




Interpretation

Out of 150 samples

62% is from 16-25.

31% is from 26-35.

07% is from 36-45.

Targeting the present youngsters in respondents 62%of women are 16-25 age group , 31% of women

are 26-35 and 07% of women are from 36 -45 age group. By this it is found that the major customers

of traditional wear are from 16-25 and secondly being age group of 26-35.

5) On what basis women purchase traditional were


Price 39(21%)

Brand name 41(22%)

Design 43(23%)

Quality 46(24%)

Other 20(10%)




Interpretation

Out of 150 samples

21% of women see the price while purchasing the traditional wear.

22% of women see the brand while purchasing the traditional wear.

23%of women see the design while purchasing the traditional wear.

24% of women see the quality while purchasing the traditional wear

10% of women fallow under other like durability etc

In traditional wear there are many brands like BIBA , Good Things etc and brand influence to

purchase the clothes and even women purchase the clothes on following basis like Price (21%

women), Brand name(22% women), Design(23% women), Quality(24% women) and other

factors and Variety are seen.

6) Awareness on Branded were in Belgaum City


Yes 133(89%)

No 17(11%)




Interpretation

Out of 150 samples

89% of women are aware of the branded showrooms in Belgaum.

11% of women they are not aware of the branded showrooms in Belgaum.

It is found that out of 150 sampling 11% people don’t know the branded showrooms of

Belgaum and 89% women know which shows there is a requirement of advertisement of the

brands.

7) Information about the outlet in the Belgaum City


Advertisement 10(07%)

Word of mouth 80(55%)

Personal visit 55(37%)

Others 02(01%)

Interpretation

Out of 150 samples




07% of women see the Advertisement while purchasing the traditional wear.

55% women had come to know through word of mouth.

37%of women go with personal visit.

02% go with others

In Belgaum city advertisement is very less about the availability of traditional wear’s brands

as many as 55% women had come to know through word of mouth out of 150 sampling and

Personal visit37% and 2 people in other ways.

8) Purchasing of branded products in case of clothes


Mostly 66(44%)

Sometimes 78(52%)

Never 07(04%)

Interpretation

Out of 150 samples

44% of women prefer mostly.

52% women prefer sometimes.

04%women never.




Now a day’s people gave most preference to the brand and they take branded clothes for

special occasions and they want it to be the best design and everything but is less preferred

for everyday so 52% of women out 150 buy branded traditional wear sometimes and as many

as 44% of women prefer to buy mostly branded and 04% of women don’t buy branded

traditional wear only.

9) Occasions to buy the branded clothes


Party were 84(61%)

Daily were 26(19%)

Formal were 23(17%)

Others 04(03%)

Interpretation




Out of 150 samples.

61% of women buy traditional dress for party wear.

19% of women buy traditional dress for daily wear.

17%of women buy traditional dress for formal wear.

04% is others.

Most of the women buy traditional wear for party wear and daily wear.

10) Branded showrooms in Belgaum city


BIBA 30(28%)

Good Things 14(13%)

Global Desi 09(08%)

Fab India 03(03%)

Rujuvla 07(07%)

Pantaloon 09(08%)

Reliance trends 30(28%)

Seven East 05(05%)

Interpretation




Out of 150 samples.

28% of women prefer to go for BIBA .

13% of women prefer to go for Good Things .

08%of women prefer to go for Global Desai .

03% of prefer to go for Fab India .

07%prefer to go for Rujuvla.

08%prefer to go for Pantaloon.

28%prefer to go for Reliance trends.

05%prefer to go for Seven East.

Many branded outlets have been opened in Belgaum city, but all over BIBA and Reliance

trends are booming in the Belgaum because of the Varieties they provide.

12) Price Range Preference


1000-1500 40(27%)

1500-2000 28(19%)

2000-2500 41(27%)

2500-3000 28(19%)




More than 3000 13(08%)

Interpretation

Out of 150 samples

27% of women they prefer to buy in the range of 1000-15000.


41%of women they prefer to buy in the range of 2000-25000.


13% of women they prefer to buy in the range of more than 3000.

Many Women think Twice while buying the branded clothes because they see that Price is

justifying that dress or no, because the branded apparels will be too costly then the unbranded

apparels

13) Purchasing of branded clothes

a) Quality

Response Frequency

Least Important 02(02%)

Less Important 03(02%)

Neither important nor Less important 14(09%)

Very Important 28(18%)

Most Important 106(69%)




Interpretation

Out of 150 samples.

02% of women give least important to quality.

02% of women give less important to quality.

09% of women give neither important nor less important to quality.

18% of women give very important to quality.

69% of women give most important to quality.

Before buying any apparel women sees the Quality, We see how the ladies preference goes to

all this factors almost equally.

13. Purchasing of branded clothes

b) Range

Response Frequency









Interpretation

Out of 150 samples

02% of women give least important to range.

06% of women give less important to range.

26% of women give neither important nor less important to range.

38% of women give very important to range.

28% of women give most important to range.

Before buying any apparel women sees the Range of the apparel. We see how the ladies

preference goes to all this factors almost equally.




.

13. Purchasing of branded clothes

c) Price

Response Frequency









Interpretation

Out of 150 samples.

03% of women give least important to price.

05% of women give less important to price.

21% of women give neither important nor less important to price.

36% of women give very important to price.

35% of women give most important to price.

Before buying any apparel women sees the price of the apparel. We see how the ladies


13(d)) Purchasing of branded clothes

d) Design

Response Frequency






Interpretation

Out of 150 samples

02% of women give least important to design.

05% of women give less important to design.

28% of women give neither important nor less important to design.




38% of women give very important to design.

28% of women give most important to design.

Before buying any apparel women sees the, design of the apparel. We see how the ladies


13(e)) Purchasing of branded clothes

e) Durability

Response Frequency




Very Important 38 (23%)

Most Important 103 (63%)




Interpretation

Out of 150 samples

04% of women give least important to durability.

05% of women give less important to durability.

05% of women give neither important nor less important to durability.

23% of women give very important to durability.

63% of women give most important to durability.

Before buying any apparel women sees the, durability of the apparel. We see how the ladies


13(f)) Purchasing of branded clothes

f) Variety

Response Frequency

Least Important 00



Very Important 37 (23%)

Most Important 107 (67%)




Interpretation

Out of 150 samples.

09% of women give less important to variety.

06% of women give neither important nor less important to variety.

37% of women give very important to variety.

107% of women give most important to variety.

Before buying any apparel women sees the variety, and price of the apparel. We see how the

ladies preference goes to all this factors almost equally.

14. (a)) Wearing branded clothes would reflect

a) Confidence

Response Frequency

Strongly agree 64(42%)

Agree 74(48%)

Disagree 10(07%)

Strongly disagree 05(03%)




Interpretation

Out of 150 samples

42% of women feel wearing branded clothes their confidence level will increases.




Yes, wearing branded clothes our confidence level will increase. And all these factors have

the almost same importance for women.

14. (b)) Wearing branded clothes would reflect

b) Superior image

Response Frequency


Agree 86(56%)

Disagree 19 (12%)

Strongly disagree 06 (04%)

Interpretation

Out of 150 samples

28% of women feel wearing branded clothes their Exclusivity level will increases.




56% of women feel wearing branded clothes their Exclusivity will increases.

12% women feel wearing branded clothes their Exclusivity will increase.

04% women feel wearing branded clothes their Exclusivity will increase.

Yes, wearing branded clothes Exclusivity also increases. And all these factors have the

almost same importance for women.

14. (c)) Wearing branded clothes would reflect.

c) Exclusivity


Confidence 10(21%)

Superior image 18(38%)

Exclusivity 19 (41%)

Interpretation

Out of 150 samples


38% of women feel wearing branded clothes their superior image will increases.




41% women feel wearing branded clothes their exclusivity will increases.

Yes, wearing branded clothes our confidence level will increase and Exclusivity and Superior

image also. And all these factors have the almost same importance for women.

15) Location



Agree 53(34%)

Neither agree nor disagree 30(19%)

Disagree 07(05%)

Strongly disagree 03(02%)




Interpretation

Out of 150 samples

40% of women strongly agree that location affects the purchase.

34% women agree that location affects the purchase.

19%women neither agree nor disagree that location affects the purchase.

05% women disagree that location affects the purchase.

02%women strongly disagree that location affects the purchase.

Yes, location affects the purchase of branded clothes, and also It must be in the Center of the

City, So that the people can Visit more easily and it is known more easily with even lesser

advertisements for example: BIBA being in the centre of the city with very less

advertisements it is know and preferred by major part of the women’s and FAB INDIA being

as good as BIBA being out of the city is very less know.




16) Attracts toward branded outlets


Product range and variety available in it 76(55%)

Ambience in store setup 13(09%)

Convenience in shopping 22(16%)

Rebates and discount on purchase 19(14%)

Visual display 09(06%)




Interpretation

Out of 150 samples

55% of women believes that product and variety attracts towards brand

09% women believes that ambience in store setup attracts towards brand.

16%women believe that convenience in shopping attracts towards brand.

14% women believe that rebates and discount on purchase attracts towards brand.

06%women believe that visual display on purchase attracts towards brand.

Due to many Varieties and product available in branded showrooms, so 55% women out of

150 are attracted towards brand outlets, 16% women’s due to convenience in shopping, 14%

women’s due to rebates and discounts on purchase, 09% women’s due to the ambience in the

store set up and 06% due to visual displays in the outlets.




Findings

In accordance with the sampling of 150, for the women’s preference of branded

traditional apparels in Belgaum city. The following data has been found:-

Finding no 1

Buying pattern of the Traditional clothes of Women’s in the Belgaum City.

Age (16-25)

95

Age(26-35)

45

Age(36-45)

10

Price 16 04 02

Brand 18 13 02

Design 28 14 04

Quality 33 12 02

Other 00 02 00

Usually at the age of 16-25 women start to go for college and in college there is compulsory

to wear formals in a week. So they prefer to wear traditional more. And according to the

research at this age women prefer more branded clothes.

At the age of 26-35 employed women and also Housewife they prefer traditional wear to

wear in the work place so they prefer branded clothes and also for the Occasions and

Functions.

At the age group of 36-45 women prefer only for functions and occasions.




Finding no 2

Location of showroom in the proximity area affects purchase

Age (16-25)

95

Age(26-35)

45

Age(36-45)

10

Strongly agree 42 15 04

Agree 40 18 03

Neither agree

nor disagree

11 11 02

Disagree 02 01 01

Strongly

disagree

00 00 00

Location matters in buying behavior according to the survey because it will be convince to

the women.

For e.g.:- Most of the People know about BIBA, Good Things, Global Desi, Seven East

because it comes under street road and also know as center of the City so women first

preference will be to this showrooms than other.

In other hand , Fab India has different kind of varieties and designs are available but most

of the women don’t know about the brand because it is out of the City , has I got to know

when I interviewed some women.

So, Location also matters for everybody.




Finding no 3

Attraction towards branded outlet

Age (16-25)

95

Age(26-35)

45

Age(36-45)

10

Product range and variety

valuable time

52 23 04

Ambience in store setup 14 02 02

Convenience in shopping 13 08 02

Rebates and discount on

purchase

09 7 02

Visual display 07 05 00

Due to varieties and designs available in branded showrooms which attracts towards brand

and also Ambience.

And also it attracts because they keeps many offers season wise.




Finding no 4

To understand factors influencing Pattern to buy branded traditional women’s

Apparel.

The factors that influence buying patterns are as follows:-

1) Quality

2) Design

3) Durability

4) Variety and

5) Brand name

6) Status

These are the 6 main things which influence women to buy particular brands.

Some women think wearing branded clothes their status will increase and on the other hand,

some women go with Quality, Variety and also the Durability because almost women have faith

on branded clothes. Some Women go for brand only for brand influence.

Finding no 5




Analyze of the brand preference and also why women buy particular brand only.

As I Interviewed some people to understand the brand preference so I got to know

that women buy particular brand only because of the trust on that brand and also they see the

Quality and Products, Varieties , Brand name, Design etc .Women feel as they prefer

branded clothes they carry Superior image and confidence level will increase.

They go to a particular brand because they will be knowing those people and also it will

be convenient to ask about that Dress and when women become a customer of the particular

brand they get all the details about the new customers.

Foe e.g., who will choose BIBA they brand, and then in that Showrooms they ask the number

of the Customer because they will Text them when new arrivals will come. So, women will

get to know to automatically about the new arrivals.

Main thing how is customers are treated in a particular brand, if they treat nice to them then

women prefer same brand and the prefer to go there.

Overall it depends on the brand how they satisfy the Customers needs in Apparels by

bringing Uniqueness in the brand.

Finding no 6




To see how Age, price, Quality, of the Women’s affects their buying decision.

According to the research, Age, Quality, and price do not affects buying decision of women,

As the Age group of 16-25 only buy more than any other so it depends on the design and

varieties of the dress which attracts the women.

Price may sometime vary buying decision because branded apparels are in high range some

people can afford and some cannot, some women see the design and quality of the cloth and

they prefer to buy it, without worrying about price.

.

Suggestions




Based on the findings I would suggest a few things those are as

follows:

In Belgaum city there are many traditional branded showrooms but they don’t prefer

much to Advertisements so, only few people get to know about the new arrivals

through personal visit and word of mouth so they need to advertise more to attract the

people.

Branded showrooms is getting more popular because of their service, design ,variety

and all ,So to compete with branded stores the unbranded stores need to improve upon

their service. The unbranded store can start with by giving discounts, cash back and

gifts during some special occasions.

Unbranded store should start focusing on advertisement and even they should start

putting banners hoardings and all.

Fab India must advertise more than other brand to bring awareness among the people

because most of the women don’t know about the availability of this brand in

Belgaum because it is out of the city.

Conclusion




Here by, I would like to conclude that there is a reach and awareness of branded apparel

store in Belgaum and with the entry of branded store has affected the sale of unbranded.

Branded is booming because of their quality, design and varieties and all which have affected

the sale of unbranded.

The following things that have been found out through the survey are as follows:

People buy branded clothes based on following patterns.

Even location affects the women in buying the clothes.

The factors that influence buying patterns are as follows:-

Quality

Design

Durability

Variety and

Brand name

Status

The main things that attracts the people towards the branded outlets few among them are

Product range and variety valuable time, Ambience in store setup, Visual display, Rebates

and discount on purchase and Convenience in shopping.

Few suggestions on findings

Few branded stores need to advertise more

Unbranded store need to improve upon their service and even

unbranded stores need advertise

BIBLIOGRAPHY




www.apparelresources.com

www.iigm.in/apparel.

apparel-industry.blogspot.com/

sourcing.indiamart.com

sourcing.indiamart.com/apparel/

Annexure


http://www.iigm.in/apparel

http://www.apparelresources.com/



Dear Madam,

I am Sarika.Chougule, a Second year student of management pursuing my BBA from KLE

College. As a part of my curriculum I have to undertake a survey on the given topic. All the

information that we collect is strictly for study purpose and will be dealt with at most

confidentiality. This survey would take only 10 mins of your time. Kindly Co-operate.

Name: _______________________________________________ Age:

________________

Income: 1 Lakh – 3 Lakh 3 Lakh – 6Lakh

6 Lakh- 10Lakh 10 Lakh and more

Telephone number: _________________Email Id___________________________________

Occupation: _________________________

2. Do you like shopping

o Yes

o No

3. How often do you shop

o Once a month

o Twice a month

o Others

4. Where do you prefer shopping for traditional wear




o Life style showrooms

o Boutiques

o Unbranded showrooms

5. How often do you wear traditional wear

o Daily

o Weekly

o Once a month

o Never

o Others

6. On what basis do you purchase the traditional wear

o Price

o Brand name

o Design

o Quality

o Others

7. Are you aware about some of the branded outlets for traditional wear in Belgaum?

o Yes

o No

8. How did you get to know about the outlet?

o Advertisement

o Word of mouth

o Personal visit

o Other




9. How often do you buy branded products in case of clothes?

o Mostly

o Sometimes

o Never

10. For what occasions do you prefer buying traditional dress from branded shops?

o Party wear

o Daily wear

o Formal wear

o Other

11. Which brand you like to visit most?

o BIBA

o Good Things

o Global Desi

o Fab India

o Rujuvla

o Pantaloon

o Reliance trends

o Seven East

12. In what price range do you prefer buying the traditional wear?

o 1000 – 1500

o 1500 – 2000

o 2000 – 2500

o 2500 – 3000

o More than 3000




13. In your opinion, do branded products have justified their price?

If yes, mention reasons________________________________________________

________________________________________________

________________________________________________

14. Rate the importance of the following, while you purchasing a branded clothes

Least important Most important

Quality 1 2 3 4 5

Range 1 2 3 4 5

Price 1 2 3 4 5

Design 1 2 3 4 5

Durability 1 2 3 4 5

Variety 1 2 3 4 5

15. Do you think wearing branded clothes would reflect

Strongly agree Agree Disagree Strongly

disagree

Confidence

Superior image

Exclusivity

16. Do you think location of showroom in the proximity area affects your purchase?

o Strongly agree

o Agree

o Neither agree nor disagree

o Disagree

o Strongly disagree




17. What attracts you towards branded outlets?

o Product range and variety valuable time

o Ambience in store setup

o Convenience in shopping

o Rebates and discount on purchase

o Visual display

THANK YOU FOR YOUR VALUABLE TIME


Apperal Final

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