A Study of Consumer’s changing lifestyle Pattern in the Branded V/S Unbranded

Male Readymade Garment Market

Dr. D.S. Chaubey

Abstract:

At the start of new century the country is witnessing the rapid expansion of marketing activities.

The life style marketing has emerged as one of the important strategy for marketer to attract

consumer to its offer. The study of lifestyle is interdisciplinary. This influencing factor relates

to the way we live through the activities we engage in and interests we express.  In simple terms

it is what we value out of life. There is no way of understanding global environmental change

without understanding modern consumption and lifestyle patterns. Lifestyle is often determined

by how a consumer spend his time and money.  It draws on a variety of disciplines such as

anthropology, psychology, sociology and economics. Marketing uses this eclectic approach for

segmenting, targeting and positioning which forms the core of marketing strategy. Because

lifestyle refers to the way in which people live and spend money, consumers psychographic

profiles are derived by measuring different aspects of consumer behaviour such as Products and

services consumed their Activities, interests and opinions Value systems , Personality traits

and self-conception and Attitude towards various product classes. The present study aims to

explore the customer preference in purchasing readymade garment. The study indicates the high

association of purchase pattern of readymade garment with the age and income of the

respondents.

About the Author:

Author is M.B.A and Ph.D in Marketing Management . He has authored more than 20 research papers for variouss national and international journals of repute and also participated in many national and international level of conferences and seminars. Presently he is working with Omkarananda Institute of Management and Technology, Rishikesh. His areas of interest is: Marketing Management; Consumer Behaviour, Project Management; Sales and Distribution Management and General Management.

Contact:

Dr. D. S. Chauby,Assistant Professor

Omkarananda Institute of Management and Technology (OIMT)P .O. Sivanada Nagar, Muni Ki Reti

Rishikesh-249192 (Uttrakhand), IndiaPh: 09411712859

e-mail: chaubeyds@yahoo.com

1

A Study of Consumer’s changing lifestyle Pattern in the Branded V/S Unbranded

Male Readymade Garment Market

Introduction:

In modern time, "Lifestyle Marketing" has become the one of the important merchandising

strategy to engross customers. We use the term ‘lifestyle’ in order to frame consumption

behavior of the customer. A lifestyle is a syndrome of social situation, social practices, and

mentalities (attitudes, values) at the level of social systems. Individual behaviors, routines and

tastes are located at the micro-level of everyday life, and general or average ways of doing

things refer to a way of life at the macro-level. Lifestyle has a psychological influence that

affects buying behavior reflecting a person's choice of how to spend time and money and the

attitudes and values attached to these behavioral patterns. This influencing factor relates to the

way we live through the activities we engage in and interests we express.  In simple terms it is

what we value out of life.  Lifestyle is often determined by how we spend our time and money. 

Products and services are purchased to support consumers’ lifestyles.  Marketers have worked

hard researching how consumers in their target markets live their lives since this information is

key to developing products, suggesting promotional strategies and even determining how best to

distribute products.  It is a pattern of living that is articulated through activities, interests, and

opinions percentage and affected by demographics like a person's age, education, income, social

class etc. Lifestyle marketing attempts to group customers according to some amalgamation of

three categories of variables Activities, Interests, and Opinions (AIO) and identifies the potency

of a customer's chosen lifestyle for determining the sort of products to be purchased and the

specific brands that are further likely to appeal to the chosen lifestyle segment. Lifestyle

marketing has assumed a new paradigm in today's competitive business world.

Lifestyle Marketing necessitates and works best when companies are able to connect with the

lifestyle of their existing and potential customers by developing effective marketing strategies

that seamlessly fit their way of living. It provides tremendous opportunities to the companies to

directly target a specific type of consumer who will most likely be an enthusiast of the

company's specific products and thus, provide a competitive business advantage to the company

and generate more business. The companies have to be constantly attentive and tuned in to the

simple reality, that understanding consumers and reflecting their AIO through sound message is

what really builds for successful Lifestyle Brands and Lifestyle Marketing.

2

Review of Previous Literature:

Life style is a social phenomenon. This is the way a person (or a group) lives. This includes

patterns of social relations, consumption, entertainment, and dress. A lifestyle typically reflects an

individual's attitudes, values or worldview. Having a specific "lifestyle" means engaging in a

characteristic bundle of behaviors that makes sense to both others and the self in different times

and places. Therefore, a lifestyle can be used to forge a sense of self identity and to create cultural

symbols for the way a person is. The behaviors and practices within lifestyles are a mixture of

habits, conventional ways of doing things, and reasoned actions. Thomas Tan Tsu Wee, in his

study on exploration of a global teenage lifestyle in Asian societies , found that each generation

of teenagers has its own global culture shaped by the familiar Western themes and values brought

via the mass media. In addition there is the national culture and shared historical experiences

which can only heighten social and cultural complexity in understanding the consumer culture of

teenagers. In business, "lifestyles" provide a means of targeting consumers as advertisers and

marketers endeavor to match consumer aspirations with products. Lifestyles are group specific

forms of how individuals live and interpret their lives in a social context. Lifestyle research needs a

double perspective/methodology: observer and participant. We live our lives, and others observe it

(by the way: other social actors, not only scientists), but we need to make sense of our actions and

frame them in a more or less personally interpreted (sub-)cultural framework. There is a shift

“from production to pleasure” (Schipper 1997) prolongs, especially if we take the developing

world into account. Alvin Toffler predicted an explosion of lifestyles ("subcults) as diversity

increases in post-industrial societies. Currently, the luxury market is taking a new direction with

unprecedented demand coming from Asian countries, and thus research has focused on the cross-

cultural comparison of attitudes toward the luxury concept (Duboisand Laurent 1996; Dubois and

Paternault 1997) and the comparison of motivations between Asian and Western societies (Wong

and Ahuvia 1998). However, these studies have focused on only some aspects of prestige-seeking

consumer behavior. Although researchers agree that the study of prestige goods is interesting and

important, there is currently little agreement about how best to define, and hence understand, the

psychology of prestige-related consumer behavior. "Status brand strategies are intuitively

recognized by marketing professionals and practitioners. However, there is little literature on the

topic reported in scientific journals" (Andrus, Silver, and Johnson 1986). Mahajan and Singh

(1997) studied the impact of media on lifestyle of adolescents in the age group of 12-18 years of

age and found that media especially television and satellite channels certainly affected the lifestyle

of individuals. They tend to buy the product advertised by media, irrespective of its cost. The way

of presentation mattered in case of food items whereas in case of clothing, designer label mattered.

The Signs of improving lifestyle patterns are becoming visible in Indian societies, with the per

capita expenditure registering phenomenal growth. According to the 61st National Sample Survey 3

Organisation (NSSO) report (July 2004-June 2005), there is boom in readymade clothing sales, the

report finds that tailoring expenses per person have seen a dramatic fall in both rural as well as

urban India. The fall in rural areas has been around 26 per cent and 33 per cent in urban areas; the

number of households per 1,000 incurring tailoring costs during a 30-day period in both areas

shrunk by about one-third since 1999-2000. The fall, however, has seen that the per capita

expenditure on readymade garments rise by 63 per cent in both rural and urban areas. In the

current cut-throat business environment, marketers have to keep pace with the changing consumer

behavior and with peoples' lifestyles. Consumers have to be drawn in through novel marketing

techniques, as customers no longer buy products the way they used to do in the past. Increased

disposable income of the consumer and the role of brands and products in consumer lifestyles, are

crucial factors leading to important changes in consumer behavior. A study of the lifestyle

behavior of the consumer provides valuable insights that can guide companies' marketing and

advertising strategies.

Objectives and Methodology

The present paper aims to study what customer prefers in purchasing readymade garment.

But the main objective of the present study is to find out what factors make the customers

satisfied and what makes them dissatisfied while selecting readymade garments. On the basis of

review of literature, a null hypothesis was also formulated. It was hypothesized that Factors

Influencing consumers in their purchase decision are not associated with their demographic

characteristics. Another hypothesis includes; the promotional technique influenced the

consumers purchase decision is not associated with age and income To attain these objectives

and test the hypothesis, a random survey of 250 customers located in Dehradun city were

administered. To collect the necessary information, various parameters were developed with the

help of literature. The responses to these parameters were gathered, coded, tabulated and

analyzed. To measure the intensity of parameters Likert 5 point scale was used. To test the

hypothesis 2 test was applied. . Table 1 indicates the profile of respondents.

4

Above table

No. 1 indicates that

sample is dominated

by male categories in

the age group of 15-

30 years having

education upto

graduation . table also

reveals that majority of

the respondents

falls in the serving class,

married categories

and earning upto Rs.

10000PM

Consumers choice on

readymade garments and stitching of clothes

Table No 2

The above table no 2 indicates that 40%

consumers are purchasing readymade

garments. Whereas 28% respondents

prefers stiched cloths and 30 % is

agreeing with the option for purchase

of both readymade garments and

stitching of clothes of their choice. It

reveals that majority of consumers like to purchase both readymade garments and stitching clothes

of their choice.

An attempt was also made to assess the relationship between consumers’ preference on

purchase of readymade with their age and income.

Categories Count PercentageGender Male

Female141 109

56.443.6

Age

From 15-30 Years31-45 years Above 45 years

133 7938

53.231.615.2

EducationLevel

Below MatricBelow graduationPost GraduationProfessional Qualification

2413353 40

9.653.221.216.0

Monthly Income

Upto Rs.10000PMRs.10000-15000PMAbove Rs.15000PM

1127662

44.830.424.8

Marital Status

MarriedUnmarried

15595

6238

Occupation ServiceBusinessUnemployedStudents

139532632

55.621.210.412.6

Sl no Nature of product Number of respondents

Percentage

(a) Readymade garments

105 42

(b) stitched cloth 70 28

(C) Both readymade garment and stitched cloth

75 30

Total 250 100

5

Table no 2-A

Calculated value of chi-square

equals to 2.318534. Chi-square

value at 5% significance level

and 4 degrees of freedom is

9.488. As calculated value of chi-

square is much lesser than the

critical value, null hypothesis is

accepted revealing that

consumers’ choice on purchase pattern is not associated with their age group.

Table No 2-B Consumers’ Preference with Income

Calculated value

of chi-square equals to

25.2088 Chi-square

value at 5% significance

level and 4 degrees of

freedom is 9.488. As

calculated value of chi-

square is much larger

than the critical value,

null hypothesis is rejected indicating that “consumers’ behaviour of purchasing only gents

readymade garments or purchasing both readymade garments and stitching clothes of their choice

is associated with income group”.

Consumers Choice on Branded and Unbranded Shirts

An attempt was made to assess the preferences of consumers whether they prefer branded or

unbranded readymade garments. For this purpose, consumers were asked to give their opinion about their

choice on branded and unbranded readymade garments. The information is presented in table No. 3.

Age Group

readymade garments

stitched cloth Both Total response in age group

15-30 53 41 39 13331-45 34 22 23 79Above 45 18 7 11 38Total 105 70 75 250Chi Square Value = 2.318534

Income Groupreadymade garments

stitched cloth

Both Total

Upto Rs10000PM

42 44 26 112

Rs. 10001-15000

32 23 21 76

Above 15000 31 3 28 62

Total 105 70 75 250

Chi Square Value = 25.2088

6

Consumers’ preference on branded Vs unbranded Garments

Table no 3

Table 3 indicates that among the consumers

of gents’ readymade garments, only 28.4%

prefer unbranded readymade garments.

Whereas 71.66% of consumers preferes

branded gents’ readymade garments to meet

their requirements. Analysis significantly

highlights that sample is dominated by those respondents who use to prefer branded shirts.

An attempt is made to analyse the degree of association of consumers’ choice between branded

and unbranded readymade garments with their age and Income. Results are shown in table 3- A.

Consumers’ choice on branded and unbranded readymade garments with age

Table no 3-A

Tabulated value of chi-square at 5% significance

level and 2 degrees of freedom is equals to

14.53257 calculated value of Chi-square values at

5% significance level and 2 degrees of freedom is

5.99. As calculated value of chi-square is much

larger than the critical value, null hypothesis is

rejected indicating that consumer’s choice on

unbranded and branded garments are

associated with age.

Table 3.B Consumers’ Choice On Branded And Unbranded

Readymade Garments With Income

Calculated value of chi-square equals to

20.87111Chi-square values at 5%

significance level and 2 degrees of freedom is

5.99. As calculated value of chi-square is

much larger than the critical value, null

hypothesis is rejected indicating that

Consumers’ Choice On Branded And

Unbranded Readymade Garments is

associated with their

Sl

No.

Consumer’s

Choice

Total number of

respondents

Percentage

A Unbranded 71 28.4

B Branded 179 71.6

Total 250 100

Choice

Age Group

Unbranded Branded Total

15-30 27 106 13331-45 35 44 79Above 45 9 29 38

Total 71 179250

Chi Square = 14.53257

Income GroupUnbranded Branded Total

Upto 10000PM 48 64 11210001 – 15000 PM 13 63

76

Above 15000PM 10 52 62

Total 71 179 250

Chi Square = 20.87111

7

Consumers Choice on Cost of Garments

An attempt is made to analyse consumers’ choice on cost of gents’ readymade garments they

prefer to purchase. Analysis has also done on consumers’ preference on cost of garments and how much

a consumer would like to spend for a readymade garment. For this purpose, consumers were asked to

give their opinion about their choice on cost of readymade garments, they prefer to purchase.

Table 4 Consumers’ choice on cost of readymade garments.

Above table indicates that

maximum number of consumers, i.e.

31.6% like to purchase readymade shirt

with cost ranging from 201-400. Next

preferred cost by the consumers are 401-

600 with 26.8% and remaining 21.2% and

20.4% consumer prefer a shirt of cost less

than 200 and above 600 respectively. It

reveals that dominant preferred cost range for consumers is between Rs. 201-400.

An attempt is also made to analyse association of attributes on cost of readymade garments with

age and income..

Table no 4 A Association of attributes on cost of readymade garments with age

Age Group

Less than Rs 200

201 – 400 401 - 600 Above 600

Total

15-30 33 41 37 22 13331-45 16 23 19 21 79Above 45 4 15 11 8 38Total 53 79 67 51 250Chi Square = 6.61772

Chi-square test can be used to test the hypothesis that “cost of readymade garment choose to

purchase by consumers is not associated with age group”. Calculated value of chi-square equals to

6.61772 Chi-square value at 5% significance level and 6 degrees of freedom is 12.59. As calculated value

of chi-square is much lesser than the critical value, null hypothesis is accepted indicating that

consumers’ choice on cost range of readymade shirt is not associated with age.

Table No.4-B Association of attributes on cost of readymade garments with

income

Income Group Less than Rs 200

201 – 400 401 - 600 Above 600

Total

Upto 10000PM 28 52 10 22 11210001 – 15000 PM 14 15 39 8 76Above 15000PM 11 12 18 21 62Total 53 79 67 51 250

Sl No Cost Number of

Respondent

Percentage

A Less than Rs. 200 53 21.2

B 201 – 400 79 31.6

C 401 – 600 67 26.8

D Above 600 51 20.4

Total 250 100

8

Chi Square = 53.59399

Chi-square test can be used to test the hypothesis that “cost of readymade garment choose to

purchase by consumers is not associated with income group”. Calculated value of chi-square equals to

53.59399 Chi-square values at 5% significance level and 6 degrees of freedom is 12.59. As calculated

value of chi-square is much larger than the critical value, null hypothesis is rejected indicating that .

consumers’ choice on cost range of readymade shirt is associated with income.

5 Effective Media of Advertisement on Gents Readymade Garments

An attempt was made to find out the effective media of advertisement for gents’ readymade

garments. For this purpose, consumers were asked to give their opinion about the media which gives

maximum exposure to gents’ readymade garments through advertisement. The information is presented

in table below.

Most Effective Media of Advertisement

It reveals from the study that television is the

most effective media for the advertisement of

readymade garments as it was indicated by almost

two third respondents in the sample.

6. Factors influencing consumers’ decision while purchasing gents readymade garments.

Study shows dominant influencing

factor while purchasing is self-

assessment. Advertisement, brand loyalty,

friends and family members respectively

are followed by self-assessment.

Sl No.

Media

Number of

respondents

Percentage

A Television 155 62

B News paper 25 10

C Magazine 35 14

D Radio 15 06

E Hoarding &

Banner

15 06

F Cinema Hall 05 02

Total 250 100

Sl No Factors Number of respondents

Percentage

A Advertising 50 20

B Friends 35 14

C Brand Loyalty 45 18

D Family 15 6

E Self Assessment 105 42

Total 250 100

9

An attempt is also made to assess the association of attributes of factors influenced in consumers

decision while purchasing gents’ readymade garments with age and the same data is indicated in the table

below.

Table no 6 A Age group wise influence of five factors in purchase decision.

Age Group Advertisement

Friends Brand Loyalty

Family Self Assessment

Total

15-30 37 15 26 11 44 13331-45 12 12 12 0 43 79Above 45 1 9 7 4 18 38Total 50 35 45 15 105 250 Chi Square = 26.23808

Chi-square test can be used to test the hypothesis “factors influencing consumers in the purchase

decision are not associated with age group. Here Chi-square test statistics (X2) = 26.23808Critical value

at 5% level of significance with 8 degrees of freedom equals 15.51As calculated value of Chi-square is

lesser than the critical value, null hypothesis is accepted indicating that factors influencing the

purchase decisions are associated with age group of consumers.

Table no 6 B Income group wise influence of five factors in purchase decision

Income Group Advertisement

Friends Brand Loyalty

Family Self Assessment

Total

Upto 10000PM 17 23 15 12 45 11210001 – 15000 PM 23 4 14 01 34

76

Above 15000PM 10 8 16 2 26 62

Total 50 35 45 15 105 250

Chi Square = 24.75748

Chi-square test can be used to test the hypothesis, “factors influencing consumers in their

purchase decision are not associated with income group”. Here Chi-square test statistics is 24.7574. the

tabulated value of Chi-square at 5% significance level with 8 degrees of freedom equals 15.51.As the

calculated value of chi-square is much more than the critical value null hypothesis is rejected indicating

that factors influencing consumers purchase decision are associated with income.

7 Promotional Techniques and Consumers

10

An attempt is made to know about the Promotional techniques preferred by consumers while

purchasing gents’ readymade garments and the same is tabulated in the table below.

Table no 7 Promotional techniques preferred by consumers.

Table indicates that

dominant scheme, which like most

by consumers is guarantee for a fixed

period with 30% of response. 36% of

consumers like special / seasonal

offer. Similarly 24% like discount

and only 10% consumers like gift

scheme. So the dominant scheme

which consumers like most are

guarantee of the garment for a fixed period.

An attempt is also made to know about the association of attributes of promotional techniques

with age and income. The same is indicated in the table No 7A below.

Table no 7A Association of Attributes of Promotional Techniques with Age Group

Chi-square can be used to test the hypothesis “the promotional technique influenced consumers purchase decision making is not associated with age group”. Here calculated value of chi-square equals to 29.91101171 Chi-square at 5% significance level and at 6 degrees of freedom equals to 12.59. As

calculated value of chi-square is lesser than critical value, null hypothesis is rejected indicating that promotional offer is closely associated with their age.

Table no 7B Association of Attributes of Promotional Techniques with Income.

Income Group Gift Guarantee Special / Seasonal offer

Discount Total

Upto 10000PM2 22 42 30

112

10001 – 15000 PM 8 22 20 14

76

Above 15000PM10 12 18 0

62

Total 25 75 90 60 250

Sl No Scheme Number of

respondents

percentage

A Gift 25 10

B Guarantee for fixed period 75 30

C Seasonal / Special Offer 90 36

D Discount 60 24

Total response 250 100

AgeGroup

Gift Guarantee Special / Seasonal offer

Discount Total

15 – 30 13 32 59 29 13331 – 45 8 36 24 16 79Above 45 4 7 7 20 38

Total 25 75 90 60 250

Chi Square = 29.91101171

11

Chi Square = 35.39576428

Chi square test can be used to analyse the hypothesis “the promotional technique influenced consumers

purchase decision making is not associated with income group”. Here calculated value of chi-square

equals to 35.39576428 Chi-square at 5% significance level and at 6 degrees of freedom equals to 12.59.

As calculated value of chi-square is much larger than critical value, null hypothesis is rejected indicating

that various sales promotional scheme is closely associated with the income level of the respondents.

8 Importance of Different Properties / Qualities of Readymade Garments to Consumers

An attempt is made to know about the consumers attitude towards some qualities / properties of

gents readymade garments. For this purpose, respondents are instructed to tick any five rating starting

from 1 indicating “least important” to the mentioned quality and 5 indicating “very important”. Positional

weightage method is used to know the weightage given by all respondents to each indicated qualities /

properties (brand name, price, stitching, quality, latest trend and comfort). It is calculated by using the

equation “Net Weightage equal to sum of each positional weight multiplied by total response of

respective positions by respondents.” Then net weightage is compared with each other to get a

conclusion. Results are shown in table below.

Table No 8Consumers rating on different property / qualities of gents readymade garments.

Sl No

Property/ Quality 1 2 3 4 5 Weightage Rank

1. Brand Name 16 28 40 48 68 724 05

2. Price 20 12 40 44 84 760 04

3, Stitching 4 6 20 56 114 870 02

4. Quality 2 10 18 46 124 880 01

5. Latest Trend 36 48 40 32 44 600 06

6. Comfort 12 12 20 36 120 840 03

It reveals from the study that all properties / qualities of a readymade garment, brand name, price,

stitching, quality, latest trend and comfort are important to consumers. But compared to all other

properties / qualities mentioned above, quality of the garment is much important to consumers.

9 Brand Awareness and Brand Preference of Consumers of Gents Readymade Garments in

Dehradun City

An attempt is made to analyse brand awareness and brand preferences of consumers in Dehradun

City. Table below shows consumers brand awareness and brand preference level of gents’ readymade

garments.

12

Table No.9 Brand awareness level of gents’ readymade garments in Dehradun.

Analysis presented in table

below indicate that maximum

consumers, i.e. 88% consumers are

aware of the brand name Raymond.

Whereas 66%, 58 %and 58%

consumers respectively are aware

of the brand name Peter England,

Zodiac and Vivaldi respectively.

Similarly secured 55%, 48%, 47%,

42% and 40% respondents

respectively are aware with

Cambridge, Luis Philip, Oxemburg,

Pantaloon and Polo brand of

readymade garments. On the similar

pattern, 28% , 26%, 26%, 25%, 24%

and 16 % respondents respectively

are aware with Arrow ,Henry Hill,

Taleta, Osho, Allen Solley and Vincent brand of readymade garments. Analysis significantly highlights

that Raymond have created the better brand awareness in the mind of consumers as it was indicated by

most of the respondents in the sample.

10 Most Preferred Brand of Readymade Garments

The above table No. 3.23 show

that 14% consumers selected Raymond

as their favourite brand whereas 13 and

11 percent consumers choose Peter

England and Vivaldi as their favourite

brand. While 9% each consumers

choose Cambridge and Luis Philip as

their favourite brand only 8% each were

selecting Pantaloon and Zodiac. On the

other hand 7 percentage are favoring to

purchase Taleta as their favourite brand

only 4, 4, 4, 3, 3, 2 and 1 percentage are

Sl No Brand Name No of Respondents

Percentage

A Raymond 176 88B Vincent 32 16C Cambridge 110 55D Pantaloon 84 42E Zodiac 116 58F Peter England 132 66G Vivaldi 116 58H Luis Philip 96 48I Oxemburg 94 47J Allen Solley 48 24K Polo 80 40L Charlie 116 58M Cotton Country 126 63N Couton 82 41o Henry Hill 52 26p Arrow 56 28Q Taleta 52 26R Osho 50 25S Rough&Tough 122 30.5T Adidas 286 71.5U Puma 32 39.5

Sl No Brand Name Number of respondents

Percentage

A Raymond 28 14B Vincent 4 02C Cambridge 18 09D Pantaloon 16 08E Zodiac 16 08F Peter England 26 13G Vivaldi 22 11H Luis Philip 18 09I Oxemburg 8 04J Allen Solley 8 04K Cotton Country 2 01L Henry Hill 8 04M Arrow 6 03N Taleta 14 07O Osho 6 03

13

in the opinion to purchase Oxemburg, Allen Solley, Cotton Country Henry Hill, Arrow, Osho, Vincent

and Polo respectively as their most preferred brand. Study reveals that Raymond has got maximum

awareness and Brand Preference level in DEHRADUN City.

11 Post Purchase Satisfaction

An attempt is made to analyse post purchase satisfaction of consumers of gents readymade

garments. For this purpose consumer were asked whether they are satisfied with their present brand of

readymade garment and whether they would like to purchase the same brand in future. The results

obtained thus are given below

Table No. 11 Extent of satisfaction with the present brand

Table No 11

indicates that 71.6%

consumers are

satisfied with their

present brand.

remaining 28.4% consumers are not satisfied with their present brand.

Table no 12 Intention to Purchase Next Brand

An attempt was made to

know the intention of the

respondents to purchase the

presents brand of readymade

garments in future. In this context

analysis projects that 49.2%

consumers preferred to purchase

present brand for their future, as

they are very much satisfied with it. Whereas only 50.8% are against the opinion of choosing present

brand for the their future purchases. It reveals from the study that while 49.2% consumers are

satisfied with their present brand, only 40.8% are preferred to choose present brand for their

future purchase.

Sl. No. Description Number of

Respondents

Percentag

e

A Satisfied with present brand 179 71.6

B Not Satisfied with present brand 71 28.4

Total 250 100

Sl No. Intention Number of

respondents

Percentage

A Respondents with

positive response

123 49.2

B Respondents with

negative response

127 50.8

Total 250 100

14

Conclusion

Lifestyle relates to the way we live through the activities we engage in and interests we express. 

In simple terms it is what we value out of life.  Lifestyle is often determined by how we spend our time

and money.  Products and services are purchased to support consumers’ lifestyles.  Marketers have

worked hard researching how consumers in their target markets live their lives since this information is

key to developing products, suggesting promotional strategies and even determining how best to

distribute products.  The fact that lifestyle is so directly tied to marketing activity will be further

examined as we discuss developing target market strategies In traditional societies, one’s consumption

options are largely dictated by class, caste, village, or family. In a modern consumer society, however,

people are more free to select the set of products, services, and activities that define themselves and, in

turn, create a social identity that is communicated to other. These findings help explain the various factor

that managers must establish or monitor for creating a lasting prestige brand. As noted, the propositions

of this review could serve various purposes, but perhaps be specifically applied to create and build brand

prestige, or address issues such as how to maintain brand prestige once it is established. The benefits

from this framework reside in helping researchers understand how consumers view branded readymade

garments. The study reveals that the consumers purchase preference of branded v/s unbranded readymade

garment is independent with their age and income. It also indicates that various factors motivating

purchase decision like advertisement , friends, brand loyalty, family members recommendation and self

assessment are associated with the age and income of the respondent. The finding also support the

hypothesis that various sales promotional scheme used by advertisers to promote sale is closely

associated with the age and income level of the respondents.

15

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integrated modeling approach.” Journal of Marketing,Research, 29(7): 201-215.

http://www.thehindubusinessline.com/2007/05/04/stories/2007050400331200.htm

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Annexure –I

A Study of Consumer’s changing lifestyle Pattern in the Branded V/S Unbranded

Male Readymade Garment Market

Researcher: Dr. DS Chaubey,

1. Personal Profile

A. Name :……………………………….

b. Age :……………..years

c. Sex : Male/ Female

d. Marital Status : Married / Unmarried

e. Income : : Rs……………..per month.

f. Educational Qualification :

(a) Below Matric

(b) Graduate &Below

(c) Post-graduate

(d) Professional Qualification

h. Occupation

(a) Student ( ) (b) Business ( )

(c) Employed ( ) (d) Unemployed ( )

2. Do you buy gents readymade garments(a)Yes ( ) (b) No ( )3.Which of the following option belong to your purchase decision? (a) purchasing only readymade garments (b) Purchasing both readymade garments

and stitching of cloth

4.If a chance is given , What type of readymade shirt would you like to purchase? (i) (a) Branded ( ) (b) Unbranded ( ) (ii) Cost

(a) Less than 200 ( ) (b) Cost between Rs.201-400 ( ) ( c) cost between 401-600 () (d) Cost above 600 ( )

5. Advertisement of readymade garment in which media is liked most by you?(a) TV (b) Radio

(c) News Papers (d) Magazine (e) Hoardings and Banners (f) Cinema 6.Which of the following brands of gents readymade garments you are aware of ?

a. Raymond b. Cambridgec. Pantaloomd. Zodiace. Peter Englandf. Vivaldig. Louis Philipsh. Oxembergi. Allen Solley

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j. Polok. If any other please specify

7. Which is your favourite brand of readymade garment Amongst the following?

(a) Raymond (b) Cambridge(c) Pantaloom(d) Zodiac(e) Peter England(f) Vivaldi(g) Louis Philips(h) Oxemberg(i) Allen Solley(j) Polo(k) If any other please specify

8. Amongst the given factors who influenced you most in selecting your favourite brands of readymade garment ?

(a) advertisement (b) Friends / relatives (c) Brand Loyalty (d) Family / children

(e) Self assessment (e) If any others please specify………………. 9. Amongst the given promotional aspects, which aspect is most liked by you in purchasing a readymade

garments ? (a) Gift along with the product(b) Specia/l Seasonal offer(c) Guarentee for a fixed period(d) Discount offered by the company (e) If any other please specify

10.On a scale of 1 to 5 kindly rate the following product attributes while purchasing your brand of readymade garment .

(a) Brand Name. 1--------------2----------------3-------------4----------------5 Not so important Very important

(b) Price of the product. 1--------------2----------------3-------------4----------------5 Not so important Very important( c) Stitching . 1--------------2----------------3-------------4----------------5

Not so important Very important( d) Quality 1--------------2----------------3-------------4----------------5 Not so important Very important(e)Latest Trend 1--------------2----------------3-------------4----------------5 Not so important Very important(f)Comfort 1--------------2----------------3-----------4----------------5 Not so important Very important

11. Are you satisfied with your present brand readymade garment ?

(a) Yes(b) No

12.will you give preference to your present brand for future purchase ?

(a) Yes(b) No

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