41-198-1-PB.pdf

United States of America Research Journal (USARJ)

Vol. 2, No. 4, 2014, ISSN 2332-2160

Copyright USARJ Publishing, Kansas, USA

www.usarj.org

1

An Empirical Analysis of the Factors Affecting Customer

Buying Behaviour relating to Readymade Garments in India:

A Field Survey Based Study

Sarbapriya Ray

Assistant Professor, Shyampur Siddheswari Mahavidyalaya, University of Calcutta, India

Email: [email protected]

Abstract: Consumers buying behaviour is the study of individuals and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes

have on the consumer and society. Purchasing of consumable goods which mainly depends on style, choice

and fashion of the modern civilization like ready-made garments is based on consumers psychology whether to make demand or not; it is undeniably becoming a part of consumer behaviour analysis.

Therefore, it has become very crucial that manufacturers of readymade garments should be acquainted with

the perceptions and attitudes of the respective consumer. The purpose of this study is to explore the factors

which influence readymade garment buying behaviour of Indian customers. The study is mainly confined

to a regional study taking a few selected readymade garment shops at Shyampur-Bagnan area of Uluberia

subdivision of Howrah District, West Bengal, India. In exploring consumers buying behavior relating to ready made garment industry in Indian perspective , it has been observed that there are several factors

which affect the consumer buying behavior towards readymade garments like, price, comfort, quality,

availability,style,durability etc. Out of these variables, durability, availability and price, comfort and style

respectively carry the highest factors loading. It means these five factors are most important while

purchasing the readymade garments. Quality is with the lowest factor loading, which means while

purchasing the readymade garments, it is less important in rural areas likes our sample region. The study

will enable us to understand the buying behavior of customers of readymade garments, especially in rural

areas of West Bengal, India.

Keywords: Consumer, Buying Behavior, Factors, readymade garments, India.

1. Introduction:

Consumers buying behaviour is the study of

individuals and the processes they use to select,

secure, use, and dispose of products, services,

experiences, or ideas to satisfy needs and the

impacts that these processes have on the

consumer and society. Consumer behaviour

which was formerly phrased as overt behaviour is an uninterrupted consumption process related

to prepurchase, purchase and post purchase

issues. This refers to the physical action of

consumers that can be straightforwardly

observed and measured by others. According to

Michael R.Solomon, & Nancy J.Rabolt (2004),

consumer behaviour is the study of the processes

involved when individuals or groups, select,

purchase, use or dispose of products, services,

ideas or experiences to satisfy needs and desires.

According to Frank R.Kardes (2002), consumer

behaviour is the study of human or consumer

responses to products, services, and the

marketing of products and services.

Indian textiles industry plays a noteworthy role

in the economic growth of India. The Indian

textile and apparel industry is the largest foreign

exchange earner for the country. It is also the

second largest employment provider after

agriculture and plays a key role in the

development of the economy (Shetty, 2001;

Rajput et al, 2012).In apparel industry,

readymade garments occupy a distinctive

position in the Indian economy as well as

Bengali culture. The leading existence of

readymade garment business in the Indian

economy is evident in terms of its noteworthy

contribution to the industrial production,

employment generation and foreign exchange

earnings. Clothes are regarded as an archetype of

Sarbapriya Ray, USARJ, Vol. 2, No. 4, pp 1-14, 2014

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a culture because of the reason that diverse

consumers all over the world with their

peculiarity in taste and habits and own styles of

their dressing symbolize their culture and status.

The diversity of preference, taste of different

people regarding buying of readymade garments

makes the issue of analyzing consumer buying

behavior a tricky task. Readymade garments

were among Indias leading export sectors during the financial year (2011-2012), according

to figures released by the Ministry of Commerce.

Shipments of readymade garments, yarns and

fabrics rose by 18 per cent to Rs. 71,692 crores.

Indias rank in world trade is seventh in textile and sixth in clothing. Readymade garment is a

part of the textile industry and it accounts for

about half of Indias textile exports. In India`s total textile export, share of readymade garments

is approximately 45%. In the world`s export of

readymade garments; in last two decades India`s

has moved to 10th position. Observers expect

overall textile and apparel exports for the year,

2011-2012, to be around Rs. 1,56,990 crores, up

from Rs. 1,41,291 crores, a year ago.

The next generation customers (between ages

1835) as a market segment are of enormous importance in India in terms of both magnitude

and spending capacity. The census figure for

2001 shows that 54% of the population i.e. 540

million is below the age of 25 and 45% below

the 19 years. The median age of an average

Indian is about 25 years i.e. 100 million and will

have about 325 million people in the 2535 age group by 2020 ( Sinha, 2004). The size of the

population is a crucial determinant of demand for

many products and services. Out of the total

population of 1027 million, about 742 million

live in rural areas and 285 million in urban areas

(Census 2001). On an average, 60% population

of India is between age group 15-59. Middle

income group is found to be growing in India

and consumption pattern and buying behavior

are also changing owing to changing income

levels. The demand for stylish accessories and

other luxurious products in India is increasing

day by day. There is cultural shift in India

moving towards western culture because of

present day media popularity and entry of

multinational companies. The consumers while

making buying decisions regarding readymade

apparel are influenced by many factors, viz.,

price, discounts, comfort, durability, brand name,

availability, sales promotional schemes, etc.

Moreover, Indian consumer is found to have

some transformation in its demographics with an

outsized working population being under the age

group of 24-35. There has been an escalating

number of nuclear families, boost in number of

working women and emerging opportunities in

the service sector during the past several years

which has been the key growth driver of the

organized retail sector in India. The appearance

of a larger middle and upper middle classes and

sizeable increase in their disposable income has

changed the nature of shopping in India from

need-based to lifestyle-oriented.

Consumer buying behavior is somewhat an

innovative field of study which started its

evolution after World War II. Gradual

disappearance of sellers market as a result of subsequent dominance buyers market led to paradigm shift of the manufacturers attention from product to consumer and specially focused

on the consumer buying behavior. Selling

concept has been replaced by marketing concept

which further was proxied by consumer oriented

marketing. This dimension change in the focal

point from production oriented selling concept to

consumer oriented marketing has assumed

buyers behavior as an important independent discipline.

In the midst of throat cut marketing

competition, every producer as well as marketer

attempts to obtain a potential market share by

making consumers assure that they have the

answer to all their personal needs and desires.

Purchasing of consumable goods which mainly

depends on style, choice and fashion of the

modern civilization like ready-made garments is

based on consumers psychology whether to make demand or not; it is undeniably becoming a

part of consumer behaviour analysis. Therefore,

it has become very crucial that manufacturers of

readymade garments should be familiar with the

perceptions and attitudes of the respective

consumer.

In view of the above, the purpose of this study

is to explore the factors which influence

readymade garment buying behaviour of Indian

customers. The study is mainly confined to a

regional study taking a few selected readymade

garment shops at Shyampur-Bagnan area of

Uluberia subdivision of Howrah District, West

Bengal, India. The study will enable us to

understand the buying behavior of customers of

readymade garments, especially in rural areas of

West Bengal, India.

2. Literature Review: Consumer behaviour refers to the psychological

and emotional process and the observable

behaviour of consumers during searching,


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purchasing and post consumption of a product or

service. Consumer behaviour involves study of

how people buy, what they buy, when they buy

and why they buy. It blends the elements from

Psychology, Sociology, Socio-psychology,

Anthropology and Economics (Bhattacharya,

C.B. & Sen, S., 2003).A clear understanding of

preferences of consumers will help the marketer

to attract and maintain their target consumer

group in better way. An endeavor has been made

to portray the review of various studies carried

out in relation to buying behavior of customers.

Sproles and Kendall (1986) established a

model to conceptualize consumers decision making behaviour with eight consumer mental

orientation variables viz., perfectionism

consciousness, brand consciousness, novelty and

fashion consciousness, impulsive and careless

consumer, confused by over choice consumer,

habitual and brand loyal consumer, recreational

and hedonic shopping consciousness, and price

and value consciousness.

Kim et al (2003) examined the behavioural

intentions model of online shopping for clothing

and the study results supported Fishbeins behavioural intentions model in predicting

behavioural intention to shop for clothing online

and the result of positive relationship between

attitude and subjective norms implies that

behavioural intention is not a functions of

independent set of set of attitudinal and

normative variables but of a set of

interdependence between these variables. The

results of this study suggests that although the

power of attitude and subjective norms are not

equivalent in their effects on behavioural

intentions both are important predictors of

consumers shopping behaviour in the specific context of online shopping for clothing.

Park, J.H and Lennon, S.J (2004) in their

study on television apparel shopping and impulse

buying found that there is a positive relationship

between impulse buying and television

programme exposure.

Isabel & Graeme (2005) examined the

communication factors which affects the buying

behavior of 12-13 years old girls while

purchasing fashion clothes. Brand name and its

associations are found to be highly important

while purchasing fashion clothes.

Fatima & Ejaz (2005) observed that, in

Pakistan, quality is important factors for the

success of readymade garment industry. It is

most important factors while purchasing

garments.

Barletta's (2006) found that women prefer

benefits whereas men prefer features. The study

found that men can get caught up in a gadget's

bells and whistles, but women analyze features

more deeply while purchasing car and other

appliances.

Kaushik & Taneja (2007) observed and

analyzed the factors that affect the readymade

garments purchasing in multi-brand retail outlet

and found that promotional offers, physical

evidence, responsiveness of the store people,

tangibile cues and services are the important

factors. In addition, the study shows that family

income and preference for retail format are

significantly related.

Lawrence, Teich,& Sylvia (2009) observed

that in present era, consumers prefer

customization. The researcher analyzed the this

trend with respect to young women`s intention to

prefer in-store customization of off-the shelf

fashion products. The study suggested that create

your own things market can be extended to

clothes especially hand-bags.

Catherine & Etienne (2009) explored the

association between age & other key variables i.e

price, durability, suitability affecting the buying

behavior of clothes. Young participants prefer

low price while older prefer suitability and

durability as crucial while purchasing clothes.

Lahiri & Kumar (2010) argued that customers

visit apparel retailer to get latest fashionable

designs. Quality plays more important role while

purchasing apparel than price. Features like sales

promotion offers, convenience, store for family

purchasing are more important compared to

brand name of the outlet. Also it is found that

reference group does not affect much.

Saravanan (2010) concluded that education

plays an important part in buying decision

making process. Majority of the respondents said

that women play a major role in family buying

decision making process.

Jin and Kang (2010) in their study of purchase

intention toward foreign brand jeans using four

antecedents viz. face saving, attitude, perceived

behaviour control, and subjective norms found

that face saving, attitude, perceived behaviour

control have significant influence of purchase

intention where as subjective norms has not

significant influence toward purchase intention.

Syuhaily & Fah (2011) analyzed the effect of

sales promotion schemes on purchase among

students. This study found that gender does not

affect the purchase decision making process; but

monthly income affect the purchase behavior of

students belonging to different income groups.


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There is a positive relationship between intention

to purchase and availability of sales promotion

offers.

Irani (2011) conducted a study of clothing in

Iran and found that variety is a key influencing

factor while purchasing fashion clothes. The

study also found that price sensitivity is not

positively related to hedonic pleasure.

Maria, Anne & Pia (2011) explored and

analysed mature women`s buying behavior of

clothes. The result suggests that for mature

women, fashion, brand, retailer, price & style are

significant factors while purchasing clothes.

Kervenoael, De et all (2011) observed that the

decisions for buying apparel are affected by

functional values (i.e cost, quality, guarantee &

warranty etc) as well as fashion (style, image).

Phoebe (2011) concluded that women prefer

the clothes that make them look thinner. Also

men said they prefer clothes that make them look

physically fit.

Mandhachitara, & Piamphongsan (2011)

studied the impact of individual`s motivation for

comparing with other people of their own social

settings on professional women`s buying

behavior while choosing fashion clothes.

Minghuang et all (2011) observed that desire is

one of the major motives in consuming luxurious

products including boutique apparel. The study

suggests that utilitarian attitude and positive

anticipated emotions have positive influence to

desire; however, hedonistic attitude and

subjective norms do not have significant impact

on desire. Moreover, desire separately has

mediating effect on the relationship between

utilitarian attitude and purchasing intention; and

between the anticipated emotion and purchasing

intention.

Krishna (2011) recognized the factors that

affect the consumer decision making process

while purchasing private label garments.

Consumers are affected by both internal and

external factors; internal factors can be

demographical, lifestyle orientation etc and

external factors can be brand, cost, style of

clothes, quality etc.

Helen & Charlotte (2012) analyzed the effect

of online available information and pattern of

only product inspections on consumers'

behaviour and decision-making process. Product

inspection helps the buyer to customize

stimulating more utilitarian effects, whilst online

availability of fashion information is driven

retailers readiness to help and guide the

consumer stimulating hedonic effects.

Krishnakumar&Gurunathan (2012) observed

that consumer behaviour changes in apparel

buying are attributed to their want of more

choice, value, service, experience and

convenience. The study shows that the

preference of custom made tailoring by next

generation consumers is diminishing.

In India, there are also some studies that

highlight that there exist several factors which

are responsible for different buying behaviour of

the customers in the context of readymade

garments in India.

Price, fitting, income level of consumers are

important factors and some factors which are

found to be insignificant are status, durability,

and celebrity endorsement, can be ignored by the

apparel retailers in their efforts to tap and capture

the market (Rajput et al, 2012). The customers

purchase readymade garments mostly during

discount period. Price, Quality and design are the

essential factors considered by them while

shopping (Mittal & Aggarwal, 2012; Pandian et

al, 2012; Kanthi & Kumar, 2013). The factors

namely self concept, need for uniqueness also

influence clothing interest and indirectly

influence the purchase intention in the case of

global and local brands (Vikkraman & Sumathi,

2012). The readymade garments are becoming

popular with youth. Better fitting garments,

awareness of brand coupled with availability of

leading names, latest designs and varieties were

found to be primarily responsible for youth

opting for readymade garments. Provocation by

advertising was the foremost factor for buying

garments (Sawant, 2012). The mood and clothes

are interlinked which affects the clothing

behavior and overall personality of a person. The

brand name and colour of cloth mostly affects

the customers while purchasing (Sharma &

Pathan, 2011; Subhani et al, 2011; Zeb et al,

2011). The family structure is also the most

influencing factor for buying behavior while the

advertisement was rated at the lowest (Ali et al,

2010).

The above literature review suggests that

there exist no such studies in India which entail

that there have been ample factors that initiates

us to conclude that customers buying behaviour

is greatly affected by several factors present in

the traditional studies prevailed abroad and also

in India. The above pertinent research gap

encourages me to conduct the study on this

emergent issues.

3. Objectives of the present study: 1) To study the socio-economic demography of

the potential buyers of Readymade garments in


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Shyampur-Bagnan area of Howrah district, West

Bengal, India.

2) To find out the factors affecting customers buying intention towards Readymade garments.

4. Methodology:

The study has been conducted by survey method

by taking primary or raw data collected from

field survey. For the purpose of the study, we

have surveyed 15 readymade garment shops at

Shyampur-Belpukur-Bagnan area under

Shyampur and Bagnan P.S and in each shop,

during peak hour of business (especially during

Durga Puja, greatest Bengali religious festival

during which most people wear new apparel), we

have interviewed 10 customers (a combination of

male and female customers) each regarding their

buying behavior based on different parameters.

At last, Likert 5 points rating scale has been used

to process the basic data and formed an opinion

regarding the buying behaviour of ready made

garments customers.

4.1. Sampling Plan: We collect data from the following locations

near Shyampur-Belpukur-Bagnan area, the core

area of Shyampur-Bagnan P.S of Howrah

district, West Bengal state, India. The data has

been collected through questionnaire. Data was

collected from 150 respondents. After designing

the questionnaire, a pilot testing was conducted

on a sample size of 150 respondents selecting the

respondents from each of the three areas of study

involved in the research.

4.2. Sampling Method :

The study was conducted in Shyampur-

Belpukur-Bagnan area, which is exclusively the

rural area in the state of West Bengal, India. The

respondents were the customers of different

apparel stores and the respondents were selected

on the basis of non-random sampling and

convenience sampling which means that the

customers who were willing to respond to the

questionnaire were selected. The sample size

selected was 150.

4.3. Sources of Data: The study is mainly dependent on primary data

collected through a series of questionnaire

thrown upon the customers coming to the

garment shops of that particular locality. All

these questions were measured with a 5 point

Likert Scale that ranged from strongly agree to

strongly disagree. But we have to also rely on

secondary database for review of literature,

technique used to compute results etc .Therefore,

the study is involved in collection of data both

from the primary and secondary sources.

Different types of data and their sources are

discussed under the following heads:

(a)Primary Data: Primary data were collected

by the researcher through his reliable

representatives through personal interview with a

structured questionnaire.

(b) Secondary Data: The secondary sources

include different web sites, books, journals,

annual report and unpublished research works.

After the data collection, all the questionnaires

were scrutinized to ensure, accuracy and

completeness and 900 filled in questionnaires

were finalized and were put for analysis. The

data was entered in SPSS software package and

analyzed on various demographic parameters;

viz; Age, Gender, Qualification, family Income

and Area of residence through a method of cross

tabulation.

4.4.Research hypotheses: To achieve the objectives of the study, the

following hypotheses are formulated:

H1: Price will have a significant impact on

customer buying behavior .

H2: Comfort will have a significant impact on

buying behavior.

H3: Quality will have a significant impact on

customer buying behavior.

H4: Availability will have a significant impact

on customer buying behavior.

H5: Style will have a significant impact on

customer buying behavior.

H6: Durability will have a significant impact on

customer buying behavior .

5. Analysis of the result:

5.1. Demographic analysis of the respondents:

For analysis of result as well as to arrive at a

conclusion, we have undertaken 15 readymade

garment shops at Shyampur-Bagnan area which

are named below:

Table:1: Details of Shops and customers

surveyed

SL.

No.

Name of Shops Gender category of

customers surveyed

Male Female Total

1. Ma Sitala

Bastralaya

3 7 10

2. Sree Krishna

Bastralaya

2 8 10

3. Ujjal Stores 6 4 10

4. Giri Bastralaya 4 6 10

5. Fancy

Collection

7 3 10

6. Tapati

Bastralaya

3 7 10


6

7. Rupanjali

Stores

1 9 10

8. Rikta

Bastralaya

4 6 10

9. Ma Annapurna

Bastralaya

2 8 10

10 Baba

Tarakeswar

Bastralaya

6 4 10

11. Siddheswari

Bastralaya

4 6 10

12. Kanan

Posakalaya

8 10

13. Joy Guru

Bastralaya

5 5 10

14. Annapurna

Bastralaya

3 7 10

15. Dress Circle 6 4 10

58 92 150

Source: Collected from Field survey,

September-February,2013-14.

Table 2: Gender of the Respondents

Gender

Number

Percentage

(%)

Male 58 38.67%

Female 92 61.33%

Total 150

Source: Primary Data from Field Survey, 2013-

14.

In our study, most of our respondents are female

as displayed in Table 2. Female respondents

were more interested about readymade garments

than male respondents.

Table 3: Age of the Respondents

Age

Number

Percentage

(%)

15-25 years

39 26%

26-35 years

43 28.67%

36-50 years

32 21.33%

Above 50years

36 24%

Total

150 100%

Source: Primary Data from Field Survey

(compiled), 2013-14.

From the above table, it can be inferred that

young aged people (15-25 years) and (26-35

years) like readymade garments most. On the

other hand, older groups also showed interest in

ready made garments (having been occupied

24% in total respondents).

Table 4: Occupation of the respondents

Occupation

Number

Percentage

(%)

Student

30 20%

Employee

49 32.67%

Businessmen

20 13.33%

Others

51 34%

Total

150 100%

Source: Primary Data from Field Survey

(compiled).

Table shows that others (34 %) are the largest

buyers of RMG along with Employee (33 %),

Businessmen (13 %) and students (20 %).

Table 5: Marital status

Marital status

Number

Percentage (%)

Married

102 68%

Unmarried

Total

48 32%

150 100%

Source: Primary Data from Field Survey.

From the above table it would be said that

married respondents (68%) buy more

Readymade Garments than unmarried.

Table 6: Location of the respondents

Location status

Number

Percentage

(%)

Rural&Local

120 80%

Rural& Outsiders

30 20%

Total 150 100%


According to the Table-6, most of the

respondents are from rural and local areas who

buy readymade garments from local shop than

local and outsiders.

Table 7: Family income of the respondents


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Family Income

Number

Percentage

(%)

Upto Rs 3000 29 19.33%

3000-5000 42 28%

5000-10000 48 32%

Above 10000 31 20.67%

Total 150 100%


In Table 4, respondents were classified into four

categories on the basis of their family monthly

income. Respondents having family monthly

income (5000-10000 Rs) are most interested

group of readymade garments.

5.2. Perception Statements Analysis of the

Respondents:

Table 8: Price

Price dimension

led Perception

statement

Number of

the

respondent

Mean

SD

RMG is

moderately low

price

150 2.86 1.19

Valid Number

of the

respondent

150

Source: Calculated From Primary Data

*RMG( Readymade Garments)

Table 7 shows that mean value of the Perception

statements in the Price Dimension is 2.86 on a 5

point Likert-scale. This means that consumers

buying behavior is moderately affected by Price.

So, hypothesis 1 is accepted.

Table :9: Comfort

Comfort dimension

led perception

statement

Number of

the

respondent

Mean

SD

RMG is

comfortable & easy

wear

150 3.16 1.25

Valid Number of

the respondent

150




statements in the Comfort Dimension is 3.16 on

a 5 point Likert scale. This means that

consumers buying behavior is moderately

affected by Comfort. So, hypothesis 2 is

accepted.

Table 10: Quality

Quality

dimension led

perception

statement

Number of

the

respondent

Mean

SD

RMG quality is

proficient

150 3.14 1.22

Valid Number of

the respondent(

list wise )

150




statements in the Quality Dimension is 3.14 on a

5 point Likert scale. This means that consumers

buying behavior is moderately affected by

Quality. So, hypothesis 3 is accepted.

Table11: Availability

Availability

dimension led

perception

statement

Number of

the

respondent

Mean

SD

RMG is easily

available

150 3.16 1.30

Valid Number of

the respondent

150



Table 10 shows that mean value of the

Perception statements in the Availability

Dimension is 3.16 on a 5 point Likert scale. This

means that consumers buying behavior is

moderately affected by Availability. So,

hypothesis 4 is accepted.

Table 12: Style

Style

dimension led

perception

statement

Number of

the

respondent

Mean

SD


8

RMG is more

exclusive

style

150 3.12 1.24

Valid

Number of

the

respondent

150


*RMG ( Readymade Garments)


Perception statements in the Style Dimension is

3.12 on a 5 point Likertscale. This means that

consumer buying behavior is moderately affected

by style .So, hypothesis 5 is accepted.

Table 13: Durability

Durability

dimension

led

perception

statement

Number of

the

respondent

Mean

SD

RMG is

moderately

low price

150 3.02 1.09

Valid

Number of

the

respondent

150




Perception statements in the Style Dimension is

3.01 on a 5 point Likertscale. This means that

consumer buying behavior is significantly and

prominently affected by durability of the product

.So, hypothesis 6 is accepted.

Figure 1 shows that mean value of the Perception

statements in the overall customer buying

behavior Dimension is 3.088 on a 5 point Likert

scale. This means that consumers buying

behavior is moderately affected.

Figure: 1: Customers Buying Behaviour

Customers' Buying Behaviour: Shyampur-

Belpukur-Bagnan Area

2.7

2.8

2.9

3

3.1

3.2

Price

Comfort

Quality

Availability

Style

Durabilty

Overall

Perception Indicators

Perc

ep

tio

n L

evel

Series1

Sources: Calculated from primary survey data

5.3.Reliability statistics:

An examination had been made from the

reliability of the data to check whether random

Error is causing inconsistency and in turn lower

reliability is at a manageable level or not, by

running reliability test.

Table 14: Case Processing Summary

N %

Cases Valid 15 100.0

Excludeda 0 .0

Total 15 100.0

a. Listwise deletion based on all variables in the

procedure.


From table 15 it is clear that the values of

coefficient Alpha (Cronbachs Alpha) have been obtained, the minimum value of coefficient

Alpha obtained was .878. This shows that data

has satisfactory internal consistency reliability.

Table 15: Reliability Statistics

Cronbach's

Alpha N of Items

.878 6


5.4.Model Validity of Apparel Buying Behavior

with Factor Analysis:

Measures of sample adequacy such as Bartletts test and KMO value showed that data was fit for

factor analysis. KMO measure of sampling

adequacy is an index to examine the

appropriateness of factor analysis. High values

between 0.5 and 1.0 indicate factor analysis is

appropriate. Values below 0.5 imply that factor

analysis may not be appropriate.

Table 16: KMO and Bartlett's Test

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of

Sampling Adequacy.

.674


9

Bartlett's Test of

Sphericity

Approx. Chi-

Square

59.009

df 15

Sig. .000


Kaiser-Meyer-Olkin measure of Sampling

Adequacy (MSA) for individual variables was

found to be sufficiently high for all variables.

From the above table-16, it is seen that Kaiser-

Meyer -Olkin measure of sampling adequacy

index is 0.674 and hence the factor analysis is

appropriate for the given data set. From the

Table 16, it is observed that KMO being 0.674

indicates that there is no error in 67.4% of the

sample and in the residual 32.6%, there may be

some sort of error. Barletts test of puerility indicates that potency of relationship among

variables is strong. It designates good idea to

develop factor analysis for the data.

Bartletts test of Sphericity is based on chi-square transformation of the determinant of

correlation matrix. In turn, this would indicate

that factor analysis is appropriate. Bartletts test of sphericity showed statistically significant

numbers of correlations among the variables

(Approx. chi-square =59.009, degree of

freedom= 15, significance=.000). Bartletts test of Sphericity Chi-square statistics being 59.009

shows that the 6 statements are correlated and

hence as inferred in KMO, factor analysis is

appropriate for the given data set.

Table 17: Correlation Matrix

Price Comfort quality availability Style Durability

Correlation Price 1.000 .703 .369 .761 .491 .842

Comfort .703 1.000 .453 .516 .307 .698

quality .369 .453 1.000 .539 .405 .426

availability .761 .516 .539 1.000 .777 .778

Style .491 .307 .405 .777 1.000 .750

Durability .842 .698 .426 .778 .750 1.000

Sig. (1-tailed) Price .002 .088 .000 .031 .000

Comfort .002 .045 .024 .133 .002

quality .088 .045 .019 .067 .057

availability .000 .024 .019 .000 .000

Style .031 .133 .067 .000 .001

Durability .000 .002 .057 .000 .001

a. Determinant = .005


The table 17 shows the correlation between the

dimensions of apparel buying behaviour. There

is positive significant correlation between price

and comfort (.703) and price and

availability(0.761), price and durability(0.842),

comfort and availability(0.516),comfort and

durability(0.698),quality and

availability(0.539),availability and style(0.777),

availability and durability(0.778), style and

durability(0.750) .

Table 18: Communalities

Initial Extraction

Price 1.000 .759

Comfort 1.000 .564

quality 1.000 .385

availability 1.000 .818

Style 1.000 .596

Durability 1.000 .876

Extraction Method: Principal

Component Analysis.


Table 19: Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

dimension

1 3.998 66.633 66.633 3.998 66.633 66.633

2 .794 13.230 79.864

3 .721 12.024 91.887

4 .282 4.701 96.589


10

5 .154 2.559 99.148

6 .051 .852 100.000

Extraction Method: Principal Component Analysis.


Eigen value represents the total variance

explained by each factor, percentage of the total

variance attributed to each factor. One of the

popular methods used is exploratory factor

analysis in principle component analysis, where

the total variance in the data is considered to

determine the minimum number of factors that

will account for maximum variance of data

depicted.

For extracting factors, Principal Component

Analysis was used (table 19). Latent Root

Criterion (factors with eigen value greater than

1) was used for finalizing the number of factors. .

This reveals that from the 6 apparel buying

behaviour items included in factor analysis, only

1 dimension were extracted ; therefore, one

factor has been taken depending on Eigen values

and variance explained by each factor emerged

with a cumulative variance of 67 percent. This

indicated that 1 dimension explained 67 percent

variance of the apparel buying behaviour.

Therefore, from table 19, it is clear that Eigen

values of a single factor are more than 1. It is

clear from table 19 that approximate 67% of

variance has been explained by one factor.

The 6 variables are now condensed to 1

Component or Factor donating 66.63% of the

Total Variance, which defines that factor 1 is

much closed to the required level of 67%

cumulative variance. Researcher can just

visualize Factor 1 which is condensed with

Eigen value greater than 1.000 according to the

Scree Plot. Table 20 specifies the factors

loadings for each variable on the unrotated

components or factors. Each number

communicates to the correlation between the

item and the unrotated factor. This correlation

facilitates to prepare and interpretation of the

factors or components. Widespread thread

among the variables that have hefty loadings for

a meticulous factor or components is made to get

termination.

Fig:2: Scree Plot


Table 20: Component Matrixa

Component

1

Price .871

Comfort .751

quality .620

availability .905

Style .772

Durability .936

Extraction Method: Principal Component

Analysis.

a. 1 components extracted.

Sources: Calculated from primary survey

data.

It is observed that several items with large

loading on the unrotated factors make difficult

interpretation. The correlation value of each

variable for factor 1 is higher according to Table

20, which is difficult to draw the conclusion on

variables.

Table 21: Rotated Component

Matrixa

a. Only one component was

extracted. The solution cannot be

rotated.

Sources: Calculated from primary survey

data.

Rotated solution can be helpful to resolve the

problem aroused. The Table21 which is rotated

factor matrix makes it simple for captivating

decision. But, only one component was

extracted. The solution cannot be rotated.

Simply ,it has been found that Factor 1 has

profound relationship with variable 1(Price),

2(Comfort), 3(quality) and 4(

availability);5(Style),6(Durability).Therefore, it


11

can be inferred that it is noticed that customers

are more influenced respectively by Price,

Comfort, quality and availability;Style,Durablity.

6. Conclusions:

In exploring consumers buying behavior relating to ready made garment industry in

Indian perspective , it has been observed that

there are several factors which affect the

consumer buying behavior towards readymade

garments like, price, comfort, quality,

availability,style,durability etc.

Out of these variables, durability, availability

and price, comfort and style respectively carry

the highest factors loading. It means these five

factors are most important while purchasing the

readymade garments. Quality is with the lowest

factor loading, which means while purchasing

the readymade garments, it is less important in

rural areas like our sample region.

Recognizing the perception of the consumers behavior in relation to buying readymade

garments is the indispensable basis for

formulation of marketing strategy. Customers response to this strategy determines the

organizational success or failure. While ranking

is made on the basis of factors affecting

customers buying behaviour, the durability factor

occupies the first position, and then availability,

price, comfort and style are securing successive

ranks respectively. Policy reforms introduced by

the government of India generated a more

amiable environment for the growth of the

readymade garment business. With the present

study, an endeavor has been undertaken to depict

the existing situation regarding Indian

customers buying behavior about readymade garments.

Durability, availability and price are the most

significant factors which influence the customers

regarding readymade apparel purchase.

Generally, the acceptance and rejection decision

of purchase depends upon the durability,

availability and price of the product.

Consequently, companies should concentrate

more on the durability, availability of the

product. There is also a section of Indian society

whose income is low but there is willingness on

the part of the intending consumers to wear the

branded clothes. Therefore, the companies

should plan for new strategies to increase their

sales by introducing low range of clothes

especially for this segment of society.

Nowadays customer shopping is not just a

functionality behavior to meet the basic demand,

it also a means to beauty , happy and relaxed

emotional experience at the same time, therefore

the design of franchised stores would be a key

aspect to attract customers eyes. Best sellers should give extra attention to all the visual image

of the store through space, color, material, etc. to

convey to consumers the brands unique personality and design concepts, also to bring a

strong sensory and emotional experience.

Limitations and future research direction of the

Study:

The present study has a number of limitations

that should be acknowledged. The study is

largely confined to a particular region of Howrah

district, India, taking a few readymade garment

shops of Shyampur-Bagnan area of Howrah

district, a purely rural hinterland based area, for a

shorter period of time. The data collection was

based on the opinion of the respondents and

opinion of a human being may change from time

to time. The data collection are primary in

nature, therefore it suffers from the limitations of

primary data. Some customers were reluctant in

answering the questions. The sample size is very

limited due to time constraint. Therefore, sample

size may not be precisely practicable for the

large population of the country. On the flip side,

the outcome of analogous study may provide

oxymoros results in metro cities of India because

metro cities may probably possess certain

demographic peculiarities. To test the proposed

apparel buying behaviour model, this study used

a convenience sample of customers who were

enthusiastic to respond ;consequently, on the

basis of the result analyzed, generalized

inference cannot be drawn which may depict that

the result is applicable for customers buying

behaviour of all readymade garments shops of

India.

The finding of this study designates that the

projected model worked fit for the apparel

buying behaviour. The proposed model can be

used for analyzing customers buying behaviour

of other human necessities which may increase

the robustness of the model explaining consumer

behaviour in various purchasing or selling

environments .This study contributes and will

provide meaningful insights to academia by

providing a theoretical framework to understand

wearing apparel buying behaviour of Indian

consumers.

In conclusion, it highly recommended that

further comparative study on branded and non-

branded apparel may be attempted selecting


12

respondents from rural, urban as well as semi

urban research areas of India on the basis of

stratified random sampling.

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The views, findings, interpretations, and

conclusions in this paper are those of the author

and should not be attributed to the academic

institution where the author serves. The author

entirely depended on data collected by one of his

beloved students, Prasenjit Ray. The author is

solely grateful to Prasenjit Ray for getting

earnest cooperation from him in collecting

primary data from field survey.

Vitae:


14

Dr. Sarbapriya Ray is an Assistant Professor in Commerce at Shyampur Siddheswari Mahavidyalaya (College), University

of Calcutta, West Bengal, India. He is also serving as guest professor in the Dept. of commerce, University of Calcutta.

He received his undergraduate and Master degree from

Calcutta University and stood third in the first class in M.Com (Taxation and Finance). After he received his M.Phil

from University of Calcutta and PhD from Vidyasagar

University, MBA (Finance) from Sikkim Manipal University, India, he is now further doing his research job in the field of

corporate finance, strategic management, industrial

productivity and capacity utilization. He has been teaching economics, financial management, accounting, strategic

management, Operation Research etc., since 2001 in the

institutions where he serves. He has published several articles in reputed national as well as international journals and

presented papers in national and international conferences.

He is the editor/editorial board members of 29 foreign journals and reviewed several articles of international repute.

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