Impact of Consumer Perception on Buying Behavior in Apparel

353 Pages·2010·3.28 MB·English

Impact of Consumer Perception
on Buying Behavior in Apparel Retail Sector,
with special reference to Selected Indian Cities
Thesis Submitted to the Padmashree Dr. D. Y. Patil University,
Department of Business Management
in partial fulfillment of the requirements for the award of the Degree of
DOCTOR OF PHILOSOPHY
in
BUSINESS MANAGEMENT
Submitted by
AMIT AGGRAWAL
(Enrollment No. DYP-PhD-066100002)
Research Guide
Dr. PRADIP MANJREKAR
PROFESSOR
PADMASHREE DR. D.Y. PATIL UNIVERSITY,
DEPARTMENT OF BUSINESS MANAGEMENT,
Sector 4, Plot No. 10,
CBD Belapur, Navi Mumbai – 400 614
June 2010
Impact of Consumer Perception
on Buying Behavior in Apparel Retail Sector,
with special reference to Selected Indian Cities
Thesis Submitted to the Padmashree Dr. D. Y. Patil University,
Department of Business Management
in partial fulfillment of the requirements for the award of the Degree of
DOCTOR OF PHILOSOPHY
in
BUSINESS MANAGEMENT
Submitted by
AMIT AGGRAWAL
(Enrollment No. DYP-PhD-066100002)
Research Guide
Dr. PRADIP MANJREKAR
PROFESSOR
PADMASHREE DR. D.Y. PATIL UNIVERSITY,
DEPARTMENT OF BUSINESS MANAGEMENT,
Sector 4, Plot No. 10,
CBD Belapur, Navi Mumbai – 400 614
June 2010
Impact of Consumer Perception
on Buying Behavior
in Apparel Retail Sector,
with special reference to
Selected Indian Cities
I
“I DEDICATE THIS RESEARCH THESIS TO MY PARENTS,
WITHOUT WHOSE INSPIRATION AND SUPPORT,
BLESSINGS AND NOBLE UPBRINGING,
I WOULD NOT HAVE BEEN ABLE TO BE A PERSON
TO DO SUCH AN EXTENSIVE WORK LIKE THIS”
--AMIT AGGRAWAL
II
DECLARATION
I hereby declare that the thesis entitled “Impact of Consumer Perception on
Buying Behavior in Apparel Retail Sector, with special reference to Selected
Indian Cities” submitted for the Award of Doctor of Philosophy in Business
Management at the Padmashree Dr. D.Y. Patil University Department of
Business Management is my original work and the thesis has not formed the
basis for the award of any degree, associate ship, fellowship or any other similar
titles.
Place:
Date:
Signature of the Guide Signature of the Head of the dept.
Signature of the student
III
CERTIFICATE
This is to certify that the thesis entitled “Impact of Consumer Perception on
Buying Behavior in Apparel Retail Sector, with special reference to
Selected Indian Cities” and submitted by Mr. AMIT AGGRAWAL is a bonafide
research work for the award of the Doctor of Philosophy in Business
Management at the Padmashree Dr. D. Y. Patil University Department of
Business Management in partial fulfillment of the requirements for the award of
the Degree of Doctor of Philosophy in Business Management and that the
thesis has not formed the basis for the award previously of any degree, diploma,
associate ship, fellowship or any other similar title of any University or Institution.
Also certified that the thesis represents an independent work on the part of the
candidate.
Place:
Date:
Signature of the
Head of the department Signature of the Guide
IV
ACKNOWLEDGEMENT
In the first place, I am indebted to the Padmashree Dr. D.Y. Patil University
Department of Business Management, which has accepted me for Doctorate
program and provided me with an excellent opportunity to carry out the present
research project. I offer my sincere gratitude to my Research Guide Dr. Pradip
Manjrekar whose constant guidance has helped me to conduct this detailed
research. It will not be justified on my part if I fail to offer my heart-filled thanks to
Dr. R. Gopal, Director & Dean, Department of Business Management,
Padmashree Dr. D.Y. Patil university, Mumbai who has also been constantly
guiding me.
I would like to make a very special mention of my brother Sri Atul Agarwal and
sister in law Smt. Shivani Agarwal who have been constantly a motivating and
guiding force in my present research. This research could not have been
possible without their support. My wife Smt. Shilpi Agarwal deserves great
acknowledgement in true sense who has always been a force to keep me riveted
to my dedication towards the present research. Besides, I thank all my friends,
well wishers and representatives from industry and academics who have directly
or indirectly contributed to my research.
Place:
Date: Signature of the student
V
LIST OF CONTENTS
CHAPTER TITLE PAGE
NO. NO.
I List of Figures VII
II List of Tables XIII
III List of Abbreviations XIX
IV Executive Summary XX
1 Introduction 1
2 Review of Literature 21
3 Statement of Problem 53
Objectives
Hypothesis
Research Methodology
4 Profile of the Respondents 64
5 Influence of Socio Economic 70
and Cultural Background
in Creating Consumer Perception
6 Influence of Advertising 96
in Creating Consumer Perception
7 Influence of Sales Promotion 122
in Creating Consumer Perception
8 Influence of Price 148
in Creating Consumer Perception
9 Influence of Brand Image 174
in Creating Consumer Perception
10 Conclusions and Recommendations 200
Annexure: 222
1 Case Studies: 223
Case 1: Adidas 224
Case 2: Aza fashions private limited 225
Case 3: French connection 226
Case 4: Levis 227
Case 5: Lifestyle 228
Case 6: Provogue 229
Case 7: Puma 230
Case 8: Shopper’s stop 231
Case 9: Tommy Hilfiger 232
Case 10: Westside 233
2 Questionnaire 234
3 Data Tables 242
4 Bibliography 306
VI
LIST OF FIGURES
No. TOPIC Page
1 Gender-wise composition of the respondents 65
2 Age-wise composition of the respondents 66
3 Qualification-wise composition of the respondents 67
4 Income-wise composition of the respondents 68
5 City-wise composition of the respondents 69
Prefer branded apparels than unbranded apparels (Gender-wise
6 Analysis) 71
7 Prefer branded apparels than unbranded apparels (Age-wise Analysis) 72
Prefer branded apparels than unbranded apparels (Qualification-wise
8 Analysis) 73
Prefer branded apparels than unbranded apparels (Family Income-wise
9 Analysis) 74
10 Prefer branded apparels than unbranded apparels (City-wise Analysis) 75
11 Preference for a specific brand (Gender-wise Analysis) 76
12 Preference for a specific brand (Age-wise Analysis) 77
13 Preference for a specific brand (Qualification-wise Analysis) 78
14 Preference for a specific brand (Family Income-wise Analysis) 79
15 Preference for a specific brand (City-wise Analysis) 80
Influenced more by my self opinion rather than family members (Gender-
16 wise Analysis) 81
Influenced more by my self opinion rather than family members (Age-wise
17 Analysis) 82
Influenced more by my self opinion rather than family members
18 (Qualification-wise Analysis) 83
Influenced more by my self opinion rather than family members (Family
19 Income-wise Analysis) 84
Influenced more by my self opinion rather than family members (City-wise
20 Analysis) 85
Brand preference also influenced demonstratively by peer group (Gender-
21 wise Analysis) 86
Brand preference also influenced demonstratively by peer group (Age-
22 wise Analysis) 87
Brand preference also influenced demonstratively by peer group
23 (Qualification-wise Analysis) 88
Brand preference also influenced demonstratively by peer group (Family
24 Income-wise Analysis) 89
Brand preference also influenced demonstratively by peer group (City-
25 wise Analysis) 90
26 Reasons for the brand preference (Gender-wise Analysis) 91
27 Reasons for the brand preference (Age-wise Analysis) 92
VII
28 Reasons for the brand preference (Qualification-wise Analysis) 93
29 Reasons for the brand preference (Family Income-wise Analysis) 94
30 Reasons for the brand preference (City-wise Analysis) 95
Brand preference is effected by the advertising of the brand (Gender-wise
31 Analysis) 97
Brand preference is effected by the advertising of the brand (Age-wise
32 Analysis) 98
Brand preference is effected by the advertising of the brand (Qualification-
33 wise Analysis) 99
Brand preference is effected by the advertising of the brand (Family
34 Income-wise Analysis) 100
Brand preference is effected by the advertising of the brand (City-wise
35 Analysis) 101
Brand preference effected by following media of advertising (Gender-wise
36 Analysis) 102
Brand preference effected by following media of advertising (Age-wise
37 Analysis) 103
Brand preference effected by following media of advertising (Qualification-
38 wise Analysis) 104
Brand preference effected by following media of advertising (Family
39 Income-wise Analysis) 105
Brand preference effected by following media of advertising (City-wise
40 Analysis) 106
Advertising appeal that influences preference for the brand (Gender-wise
41 Analysis) 107
Advertising appeal that influences preference for the brand (Age-wise
42 Analysis) 108
Advertising appeal that influences preference for the brand (Qualification-
43 wise Analysis) 109
Advertising appeal that influences preference for the brand (Family
44 Income-wise Analysis) 110
Advertising appeal that influences preference for the brand (City-wise
45 Analysis) 111
Endorsement by celebrities effects my brand preference (Gender-wise
46 Analysis) 112
Endorsement by celebrities effects my brand preference (Age-wise
47 Analysis) 113
Endorsement by celebrities effects my brand preference (Qualification-
48 wise Analysis) 114
Endorsement by celebrities effects my brand preference (Family Income-
49 wise Analysis) 115
Endorsement by celebrities effects my brand preference (City-wise
50 Analysis) 116
Gimmicks and publicity stunts effect my preference for brand (Gender-
51 wise Analysis) 117
52 Gimmicks and publicity stunts effect my preference for brand (Age-wise 118
VIII