RESEARCH PROJECT REPORT

[MBA 043] ON

“Role And Influence Of Children In Buying

Children’s Apparel With Reference To Mirzapur

City”

Submitted in partial fulfillment of the requirement for the

award of

Master Business Administration

Under the Supervision of

Mr.Vikas PandeyLecturer

(Department of Business Administration)

Submitted by

Vindhya Kumar Gupta

Roll no. 0925470043

MBA IVth Semester

2010-2011

Bhabha Institute of TechnologyAffiliated to Gautama Buddha Technical University, Approved by

AICTE

Ramabai Nagar (Kanpur)

DECLARATION

I,VINDHYA KUMAR GUPTA as a student of Master of Business

Administration (M.B.A) in BIT. KANPUR declares that I have

undergone training in Mirzapur city for twenty days. This report is a

genuine work by me and I have done my best to present the things,

facts and figures in the best manner. I have disclosed full honesty and

prosperity & avoid my biasness while writing this report. I am also

thankful to my teachers for their help and I am sure that this report

reveals some genuine information and catches the reader’s attention

that came across with this report.

(VINDHYA KUMAR GUPTA)

ACKNOWLEGEMENT:-

A work is never a work of an individual. We owe a sense of gratitude

to the intelligence and co-operation of those people who had been so

easy to let us understand what we needed from time to time for

completion of this exclusive project.

Here I would like to thank all the people who directly or indirectly

helped and supported me in completing this project.

Therefore I would like to express greatest gratitude Dr. Pradeep

Bajpai, Director General, BGI, Kanpur, for providing me his

support as and when needed.

I also express deep sense of gratitude and hearted thanks to Mr.

VIKAS PANDEY, Lecturer of Business Administration

Department) for valuable guidance and encouragement.

I would like to failing in my research work if i do not express my

heartfelt thanks to all the staff of the organization from where i have

got the support and guide and cooperation at every step which help me

perform my work to the best.

I am thankful to my all family members, who gave me proper support

in my all situations, which make me very tense in those moments.

\

VINDHYA KUMAR GUPTA

EXECUTIVE SUMMARY    

The project has been prepared to deliver, as much information from the

very small but resourceful facts to must be known facts. Hence we had

to do survey in buying behavior of children and their parents for the

children apparel.

            The project report tells about to study the role and influence of

children in buying children apparels. Ltd. In this report I have tried to

provide all the necessary information related to the topic and also

provide the latest trends which are happening in a day to day life in this

segment of garment markets.

            In this report I have tried to choose a very simple and easy

language so that the project report can be easily understood by any

stranger.

CONTENTS

ACADEMY CERTIFICATE DECLARATION ACKNOWLEDGEMENT EXECUTIVE SUMMARY

Page No.

Chapater-1 Introduction 1-10 Problem Definition Review of the literature

Chapater-2 Children apparel market in India 11-14

Chapater-3 Industry Profile 15-28

Chapater-4 Conceptual frame work of topic- 29-48 An overview of Kid’s wear market Buying behavior-Apparel shopping Babies world

Chapater-5 Research Methodology 49-53 Statement of Objective Research design Unit of analysis Sources of data Sampling plan (sample extent, design & size) Data Collection method Limitation of study

Chapater-6 Analysis & Interpretation 54-71

Chapter-7 Finding, conclusion & Recommendations 72-74

Appendix

Bibliography , Questionnaire.

INTRODUCTION-

Children are one third of our population and our entire future- select

panel for the promotion of child health, 1981.

Some may say that children are just children- laughing, crying,

juggling between home, school, classes, tuition etc. I wish the picture

was this simple but we all know that it is not. There was a time when

children were not spoken of as spenders or customers but as savers and

future customers. But today, they are viewed as three markets in one:

They are current market that spends money on their desires.

They are a future market for most goods and services.

They are also a market of influential who cause many billions

of dollars of purchases among their parents (Mc Neal 1987).

However, the research done on this market segment in India is very

less, especially considering the fact that as per statistics, India’s

population is more than 1.2 bn and today, population under 18 years of

age comprises a major part of our population. In 2005, about 36% of

the population was below the age 15. The broad based age and sex

population pyramid by UN clearly shows this youthfulness. (Haub Carl

and Sharma O.P, 2006). Also the annual disposable income in India

has increased from USD mn 468,998.16 in 2004 to USD mn

754,736.09 in 2008 (Euro Monitor International).

Thus the potential of children’s market in India is huge and needs more

research. While western authors have categorized products for direct

consumption by the child or parents or for the household. Indian

researchers have not followed this typology. Researchers in India have

generally focused on durable purchases (Singh and Kaur, 2006).

Children in India may not have the purchasing power comparable to

their western counterpart but are still the centre of the universe in the

Indian family system and can pull the parents to visit place time and

again. They not only influence markets in terms of parental decisions

(making them to buy a certain kind of product), but they also are future

consumers. Hence, more investigation in children’s role in family

decision making is imperative.(Kaur and Singh, 2006). In view of the

above, the aim of this paper is to analyze the role and influence of

children in buying children’s apparel.

LITERATURE REVIEW

The apparel market in India is estimated at Rs 117300 cr. And kids

wear market is estimated at Rs 28,800 cr. This makes it 24.5% of the

total apparel market. (Technopak advisors,2008)

Children as consumers-

Children constitute three different markets: the primary, the influencer

and future market(Mc Neal, 1987)

Changes in roles

The family structure in India has changed considerably in the last two

decades. Joint households are making way for nuclear families. There

is an increase in the number of working women and a growing

awareness among women to carve a career while managing the family.

Overridden by guilt over protracted absence, fatigue and work

pressure, the parent centered family has changed its orbit and has

become child centeres. (Rajesh Sud, 2007). Hence the role of children

in family decision making is increasing.

As per a research in Denmark, the family communication has

become more open and democratic and this openness in family

communication creates a possibility for children to achieve influence

on family decision making. (Tufte, 1999). Another research says that

with parents working many hours away from home, it leaves less time

for housework. This results in higher influence of children (Mc

Neal,1992). There is definitely no doubt that changing scenario in

India has also brought about changes but the question is to what extent.

Are the children the final deciders also?

In western research, children have been reported to have influence in

purchase of products like snacks, toys, cereals, holidays/ vacations

(Ahuja and Stinson 1993, Jensen, 1995, Williams and Veek 1998)).

However, researches in India with children have focused more on

consumer durables (Kaur and Singh, 2006). It is important to

understand their influence in articles of their use or the products with

which they identify.

SOURCES OF INFLUENCE

One must also understand as to how are the children educated about

various products (who is their source of influence). While in earlier

times parents definitely had a strong influence inculcating values and

educating children about various products, the advent of technology in

the recent times has changes the scenario. Today it is difficult to tell

whether parents are influencing children or children are influencing

parents.

According to Piaget’s theory about childhood development, there are

four stages of development of the child. The first level is called the

Sensory motor stage lasts from 0-2 years. The child develops motor

skills and explores objects that can be seen, felt and touched. The next

is the pre-operational stage from 2-7 years. A child can now pretend

and remember and can noe begin to understand symbols more complex

than simple words. He picks up these symbols and uses them to

communicate and play. Pretending now becomes easy for the child but

he/ she tends to be extremely self-centered. The child gets away from

this self-centered stage and moves to concrete operations stage from 7-

11 years. The child advances in his /her ability to use symbols in a

logical way. Concrete problems can be tackled and successfully

understood. Putting things in order and classification abilities are learnt

at this stage. From 12/13 years of age through adulthood, we live in

Formal Operations stage. The child able to do abstract thinking and

apply to the real world.

Researchers have found that purchase request by children are strongly

stimulated by commercials or friends who have purchased the product

(Jensen, 1995). In an Indian study it was also found that in adolescent

girls, influence of friends and peers was the main reason for purchasing

clothing items. (Kotwal, Gupta. Devi, 2008)the appearance of a spokes

character in an appealing or unappealing fashion had no bearing on the

participants’ ultimate purchase influence/ intention of food product

more than the elder kids. The younger kids might have also preferred

the animation style of commercials with older kids feeling as if they

are too mature to watch cartoon.(Anonymous,2007).

For the purpose of this study , children in the age group of 8-12 years

were considered as this is the time when they start realizing the power

of their influence and how to use it. It would be interesting to study in

the Indian context as to how do they use it and who is their source of

influence.

Who is more influential- child or parent?

One can say with confidence that two decades back in India, parents

were more influential (in case of an argument, the chances of the

parent winning the argument were more) but today, the children enjoy

a different relationship with their parents.

Using social power theory it was found that when children feel entitled

and privileged, they resort to negative influence attempts like

deception, anger, begging etc. if

they think that parents have

legitimate power to direct action,

they utilize positive influence

attempts like asking politely etc.

(Williams and Burns, 2000).

Daughters were generally more

influential than sons. Father and elder daughters and mothers and sons

were found to work together to gain influence. Influence of a mother

was strongest and mothers and sons were found to work together to

gain influence. Influence of mother was strongest during negotiation

and outcomes stage when both the children were male. Mothers in

families with two daughters had greater decision power than when the

family had an elder daughter and a younger son (Lee and Collins,

1990).

The literature review pointed repeatedly that research done on buying

behavior of children in India was very less. Out of the vast gamut of

opportunities available, it was decided to concentrate on a few

questions.

Buyer behavior –

Influence of children on buyer behavior

Research suggests that children are exerting more influence over

family buying decisions. What are the implications of this for

retailers, brands and marketers?

Children are an important part of the family buying process. But what

roles do they play?

Marketing theory suggests five main roles in a family buying process:

- Initiator

- Influencer

- Decider

- Buyer

- User

Which roles do children play in addition to the obvious one – “the

user”

Children certainly influence family buying decisions from cars to

holidays. They are also the buyers of the future. Provide children with

Penguin bars and McVitie's may be able to hold on to the adult due to

brand awareness and brand loyalty formed at such an early age.

But how should businesses market to children? Are there conflicts with

being seen to specifically target the child audience – can it alienate

parents?

Products have to appeal to the conflicting agendas of child and parent,

while fighting off increasing competition. A marketer of children’s

foods was recently quoted as follows:

"Ten years ago children wouldn't have given a damn about cheese. It

used to be just Dairy lea, but now children's dairy products encompass

everything from cheese to yogurts, and from age fraise. Our brands

also face more intense competition than ever and it's not just from

other chocolate biscuits - it's from products such as Dairy lea Dunkers

and Fruit Winders. These things didn't exist before."

Marketers also have to recognize that children are moving into new

markets. Children as young as seven buy DVD's, and no teenage

lifestyle is complete without a mobile phone. This has a knock-on

effect. For example, the money children spend on mobile phone cards

reduces the money they spend on snacks.

Marketers also need to be sensitive to the peculiarities of children-

related markets. It may be tempting to use a daring marketing

campaign to make a product stand out. But a poorly thought-through

campaign could result in the product and/or brand being attacked by

ethical campaigners, outraged mothers, educationalists, health and

safety organizations and others.

A good example of how things can go wrong is Sunny Delight. Sunny

Delight enjoyed boom sales after its initial launch. However, the

drink's popularity crashed when the media realized that it was sold

from chiller cabinets purely as a marketing ploy to make it seem fresh

and, therefore, healthy. The actual product formulation was far from

healthy.

Retailers face a challenge to display products in a way that attracts

children. Promotional displays have to be able to handle child usage

(or abuse) and capture a child’s imagination and attention.

Disney has a reputation as being particularly good at interactive

promotional marketing. Many children also prefer Woolworth's to

supermarkets because of features such as pick 'n' mix sweets. The

Early Learning Centre succeeds by creating a playground which allows

children to play with toys rather than leaving them wrapped in plastic.

Children’s apparel market in India - The shift in

preferences

Children's apparel is a market that is growing rapidly today. Trends in

the market are fast changing. This article aims to analyze the market

for kids' apparel in detail and explaining the shift in focus that is taking

place.

Children's apparel includes clothing for kids between 1 and 14 years of

age. The market for kids' apparel in India exceeds Rs. 13000 crore, of

which around Rs. 3000 crore is constituted by branded kids' wear. The

kids' wear market is growing at the rate of 10% per annum, which

makes it one of the fastest growing markets.

Some major changes in trends are taking place in the market for kids'

apparel. One of the important changes is the increasing preference for

branded apparel. This shift is taking place on account of changes such

as a rise in the disposable income of the people and the increasing

influence of foreign culture. The other important change that is taking

place in this area is the emergence of kids as an independent buyer

group. Influenced by mass media and peer pressure, today's kids are

more informed and self-conscious.

Armed with this knowledge, popular apparel brands are coming up

with new collections that will appeal to kids. Gini and Jony have come

up with a collection of brightly colored apparel. Their collection

includes clothes in hues such as lilac, pink, plum, orange and citrus

green.

Certain brands like Weekender have made an agreement with Walt

Disney and Warner Bros., whereby they can make use of some of their

famous cartoon characters in their apparel. The brand is planning to

make use of characters like Mickey and Minnie Mouse as well as Tom

and Jerry in the new line of children's clothing that they are planning to

launch. This collection is to be named 'Toon World'.

Pantaloon and Gini and Jony have entered into a joint venture to set up

a chain of retail stores for children's apparel. Raymond has launched its

first store for kids' apparel 'Zapp!'. DS Corporation, which owns the

Ruff Kids brand of kids' garments, is planning to expand.

Generally in India, the trend was that most of the people prefer buying

functional kids' apparel rather than branded ones. Children's garments

were usually purchased from small stores and from street shops, while

branded garments were only bought by the very high status families.

This trend is gradually changing and the market for branded kids'

clothing is growing.

Dungarees, shorts and shirts are the evergreen fashions in kids' apparel.

Short skirts, tops with puffed volume, halter tops, lace trims and

cropped trousers are the in things in the world of children's apparel in

today's times. In terms of prints, butterflies, flowers, polka dots, skulls

and pirates and stripes are popular in kids' apparel.

There are two important factors to be considered for making a kids'

apparel brand a success - variety and price. A children's apparel

collection should have variety that will appeal to kids. Moreover, kids

outgrow their clothes very rapidly. Hence it is necessary that a kids'

apparel range be reasonably priced.

Children's apparel is a growing market in India that has huge untapped

potential. Apparel makers all over India are making forays into this

huge market, in an attempt to make favorable use of the prevailing

trends. They are also coming up with collections that would create new

trends

Indian Textile

The discovery of several spindles, and a piece of cotton stuck to a

silver vase, revealed that the spinning and weaving of cotton was

known to the Harrappans, nearly five thousand years ago. References

to weaving are found in the Vedic literature on the method of spinning,

the various materials used.

The foundations of the Indian textile trade with other countries began

as early as the second century BC. A hoard of block printed and resist-

dyed fabrics, mainly of Gujrati origin, found in the tombs of Fostat,

Egypt, are the proof of large scale Indian export of cotton textiles to

the Egypt in medieval times.

In the 13th century, Indian silk was used as barter for spices from the

western countries. Towards the end of the 17th century, the British

East India Company had begun exports of Indian silks and various

other cotton fabrics to other countries. These included the famous fine

Muslin cloth of Bengal, Bihar and Orissa. Painted and printed cottons

or chintz was extensively practiced between India, China, Java and the

Philippines, long before the arrival of the Europeans.

Before the introduction of mechanized means of spinning in the early

19th century, Indian cottons and silks were hand spun and hand woven,

a highly popular fabric, called the khadi. Fabrics that use mill- spun

yarn but which are hand-woven are known as handloom.

Today cotton is an integral part of textiles in India. Nearly four million

handlooms are engaged in weaving fabrics of nearly 23 different

varieties of cotton.

INDUSTRY PROFILE

Textile Industry in India

Textile Industry in India is the second largest employment generator

after agriculture. It holds significant status in India as it provides one

of the most fundamental necessities of the people. Textile industry was

one of the earliest industries to come into existence in India and it

accounts for more than 30% of the total exports. In fact Indian textile

industry is the second largest in the world, second only to China. 

Textile Industry is unique in the terms that it is an independent

industry, from the basic requirement of raw materials to the final

products, with huge value-addition at every stage of processing.

Textile industry in India has vast potential for creation of employment

opportunities in the agricultural, industrial, organized and

decentralized sectors & rural and urban areas, particularly for women

and the disadvantaged. Indian textile industry is constituted of the

following segments: Readymade Garments, Cotton Textiles including

Handlooms, Man-made Textiles, Silk Textiles, Woollen Textiles,

Handicrafts, Coir, and Jute. 

Till the year 1985, development of textile sector in India took place in

terms of general policies. In 1985, for the first time the importance of

textile sector was recognized and a separate policy statement was

announced with regard to development of textile sector. In the year

2000, National Textile Policy was announced. Its main objective was:

to provide cloth of acceptable quality at reasonable prices for the vast

majority of the population of the country, to increasingly contribute to

the provision of sustainable employment and the economic growth of

the nation; and to compete with confidence for an increasing share of

the global market. The policy also aimed at achieving the target of

textile and apparel exports of US $ 50 billion by 2010 of which the

share of garments will be US $ 25 billion.

Strengths of Indian textile Industry

India has rich resources of raw materials of textile industry. It

is one of the largest producers of cotton in the world and is also

rich in resources of fibers like polyester, silk, viscose etc.

India is rich in highly trained manpower. The country has a

huge advantage due to lower wage rates. Because of low labor

rates the manufacturing cost in textile automatically comes

down to very reasonable rates.

India is highly competitive in spinning sector and has presence

in almost all processes of the value chain.

Indian garment industry is very diverse in size, manufacturing

facility, type of apparel produced, quantity and quality of

output, cost, requirement for fabric etc. It comprises suppliers

of ready-made garments for both, domestic or export markets.

Weaknesses of Indian textile Industry

Indian textile industry is highly fragmented in industry

structure, and is led by small scale companies. The reservation

of production for very small companies that was imposed with

the intention to help out small scale companies across the

country, led substantial fragmentation that distorted the

competitiveness of industry. Smaller companies do not have

the fiscal resources to enhance technology or invest in the

high-end engineering of processes. Hence they lose in

productivity.

Indian labor laws are relatively unfavorable to the trades and

there is an urgent need for labor reforms in India.

India seriously lacks in trade pact memberships, which leads to

restricted access to the other major markets.

Outlook for Indian textile Industry

The outlook for textile industry in India is very optimistic. It is

expected that Indian textile industry would continue to grow at an

impressive rate. Textile industry is being modernized by an exclusive

scheme, which has set aside $5bn for investment in improvisation of

machinery. India can also grab opportunities in the export market. The

textile industry is anticipated to generate 12mn new jobs in various

sectors.

The garments industry in India is one of the best in the world. An

extremely well organized sector, garment manufacturers, exporters,

suppliers, stockiest and wholesalers are the gateway to an extremely

enterprising clothing and apparel industry in India. There are numerous

garments exporters, garments manufacturers; readymade garments

exporters etc. both in the small scale as well as large scale. 

During April-December 1999-2000, textile exports were recorded as

US $ 9735.2 million (Rs.440179.4 million), of which ready made

garments comprised nearly 40%. Interestingly, almost ¼ of India's

total exports goes to the USA.

Indian readymade garments and textiles are extremely popular the

world over. In fact, exports of readymade garments registered a 6.4%

increase in dollar terms and an 11.6% increase in rupee terms during

the period April-December 1999-2000, despite a sluggish growth in

income both at home and abroad. Indian Garment export growth

during April-June 1998 for woolen ready made garments was a

phenomenal 150%, for ready made garments made of silk it was 58%,

and for other ready made garments it was 39%, in dollar terms.

Today, garments exports from India have made inroads into the

international market for their durability, quality and beauty. One of the

reasons for the economical pricing of India's ready made garments and

apparels is the availability of highly skilled, cheap labor in the country.

The superiority of India's Garment Industry has been acknowledged in

the National Textile Policy (NTP) of India 2000. Having realized the

tremendous growth potential of this sector there is a proposal in the

NTP for taking the Indian Garment Industry out of the SSI reservation

list.

Textile industry In india

The textile industry is one of the most important industries of the

Indian economy and it is the second largest provider of employment

after agriculture. It has witnessed phenomenal growth in recent years

and attracted fair amount of foreign direct investment (FDI). The

textile and apparel industry in India is estimated to be about US$ 36

billion. It is the largest foreign exchange earner, contributing to

approximately 15% of India’s exports and 14% of industrial output.

India’s solid performance and growth in textile sector is fuelled by

several key advantages that the country enjoys in terms of abundant

availability of raw material a nd cheap labour, large domestic market,

presence of supportive industries and supportive policy initiatives by

the government.

The textile industry is India is highly fragmented. It is vertically

integrated across the whole value chain and interconnected with

various operations. The organised sector consists of spinning mills

and composite mills. The unorganised sector consists of handlooms,

power looms and handicrafts. The major sub segments of the textile

industry are cotton, blended, silk, wool and manmade. The major

products in which Indian textile industry deals is readymade

garments, suiting and shirting, shirts and trousers, fabrics, bed linen

and embroidery work.

Exports have been the major growth driver of the Indian textile

industry in the recent years. The export market has grown enormously

specially after the removal of quotas under Multi Fibre Agreement

(MFA). India’s textile exports have registered a growth of 7.7% in

2006-07 compared to the previous year. Government of India has a

vision to increase India’s share in the global textile trade to 10% by

year 2015 from current 3%. To realize its vision, the Government has

taken various steps to strengthen the textile sector that include-

Technology Mission on Cotton (TMC)

Setting up of Apparel Training and Design Centres (ATDCs)

100% Foreign Direct Investment (FDI) in the textile sector

under automatic route.

Revival plans of the mills run by National Textiles Corporation

(NTC). Already, for the revival of 18 textile mills, US$ 2.21

million worth of machineries has been ordered for the up

gradation and modernisation of these mills.

The cotton based products, especially in the readymade garments and

home furnishings segment will be the key drivers of growth for the

industry. Readymade garment exports were worth US$ 8 bn in FY06

and will cross US$ 16 bn by the end of 2010, assuming a conservative

growth of 15% p.a. According to estimates, investments in textiles are

expected to touch US$ 31 bn by 2010. As per the Textile Vision

2010, the industry is expected to grow by 12% p.a. and create an

additional 12 million jobs.

Source: Ministry of Textiles

Textile Cluster Insights

Ownership pattern

50% of the sample companies are private limited, 10% are

public limited, 26% are partnerships and 14% are proprietary

firms

40% of the private limited companies are in the turnover

bracket of Rs 40 mn – 100 mn. About 22% of the private

limited companies are in the turnover bracket of Rs 100 mn –

250 mn

Nature of operations

43% of the sample companies are engaged in only

manufacturing activity, and 57% are in manufacturing as well

as trading

Approximately 37% of the companies engaged only in

manufacturing have invested more than Rs 10 mn but less than

Rs 50 mn in plant and machineries, 12% have invested Rs 500

mn to Rs 1000 mn

23% of the companies engaged in manufacturing as well as

trading activity have invested Rs 10 mn – 50 mn in plant and

machinery

Sub-segment

73% of the sample textile companies are operating in the cotton sub

segment. Approximately 8% companies deal in the manmade segment

and 11% of the companies deal in blended segment. 6% of companies

deal in the silk sub segment. 35% of the textile companies operating

in cotton segment generate 100% revenue from exports.

40% of the sample textile companies are utilising 100% of their

installed capacity. Another 46% of the companies are utilising

more than 60% their installed capacity. 48% of companies are

working in one shift only

22% of the companies have shown revenue growth up to 30%

in the last two years. 9% of the companies have shown revenue

growth of more than 30% but less than 100%

39% of the companies that have their plants located at

Bhiwandi, Ambernath and Dombivli area normally operate in

single or at most double shifts. 11% of the companies are

situated in Tarapur area. 44% of the companies have their

plants in the Mumbai area

Future plans

76% of the sample textile companies have envisaged strategies for

future growth. The plans range from capacity expansion,

modernisation to new market entry and diversification. Among the

priority plans for future growth, around 40% of the companies have

plans for capacity expansion. 23% of the companies intend for entry

into new markets and marketing related plans. 14% of the companies

are planning to diversify. 46% of the companies who have capacity

expansion as future plans are private limited. 18% of the companies

planning for new markets are exporting mainly to American

countries.

Benefits and hindrances

Quality up gradation is the area where 44% companies have benefited

through the cluster. 42% have benefited from technology availability

and 35% have benefited from funding facilities. 42% companies have

benefited from manpower training and 41% have benefited in

marketing and related activity. The major hindrances faced by the

textile industry are Infrastructure, taxes and duties and lack of

government subsidies. Companies from areas like Kalyan,

Ambernath, Dombivli and Bhiwandi face major problems due to load

shedding. Over 40% of the respondent companies felt lack of

government support as the major impediment. The upcoming issues

are environmental restrictions, high cost of land, and higher cost of

labour.

Note: The Cluster Insights aims to grasp the pulse of the small and

medium enterprises operating in their respective industries. The

attempt is to chart their operational structure, business practices,

future plans etc. For this exercise, we have considered the companies

profiled in this publication.

Kidswear Market in India 2010

The Kidswear Market is expected to witness strong growth. Market

comprises of manufacturers and retailers. The report provides a brief

overview of the market including the estimated market size and growth

rate. An analysis of drivers reveals that favourable demographics,

growth in organized retail, rise in discretionary income, emergence of

kids as an independent consumers and changing fashion trends is

driving growth in this sector. The key challenges identified are

competition from unorganized sector, rising prices of raw materials,

import of cheaper machinery and absence of global export subsidies.

The report discusses the current market trends as entry of international

players into the market, adult apparel brands launching kids wear,

players tying up with the entertainment fraternity, private equity

investments and fashion designers focusing on kids wear. The report

profiles players and includes information regarding their business and

expansion plans. The report also includes the key developments in the

sector.

India : Apparel Manufacturers Target Children

Wear Segment

The Indian apparel manufacturers are targeting the children's wear

segment.

According to retail consultancy firm KSA Techno park, the Indian

readymade garments market is worth Rs 43,000 crore, of which the

branded garments account for Rs9,000 crore. Of the readymade

garments segment, men's wear accounts for 46 percent, women's

wear 37 percent and children's wear 17 percent. 

Pantaloon Retail (India) (PRI) is India's largest retailer of children's

apparel. Children's apparel accounts for Rs50 crore, 15 percent of

PRI's turnover. The major brands of children wear in India include

Gini and Joy, Weekender, Benetton Kids, Ruff and Lee Kids.

Mahindra Intertrade Limited (MIL) introduced the `Winnie The

Pooh' range of children wear in 2002. MIL has also obtained the

licence to market Woolworth's Ladybird brand of children's wear.

The Indian apparel manufacturers are facing threat from the illegal

imports of good quality children's wear from China, Thailand and

Hong Kong.

AN OVERVIEW OF KID’S WEAR MARKET

1.0 Introduction:

Scanning through the streets of any town or city, one can see a mind

boggling array of kids apparels. Spaghetti tops, Crystal studded

denims, Italian cuts, Capris, and exclusive party wears. Kids fashion is

a diminutive version of adults wear. They have all the clothing as like

that of adults, and even much more. Children of today are much more

intelligent than their previous generation. They like to have their

ownchoice of clothing. This metamorphosis of children; becoming

independent buyers is enhancing the kidswear market. Double income,

increase in the amount of disposable income, and one or two kids are

the supporting factors to the growth of the kids wear market. Global

kidswear market during 2006 was estimated to be around US$ 163.92

billion, which was a small contribution of 3.6% of the total clothing

industry. Kids wear segment of the Asia-Pacific region is 35.1% of the

global market, and is considered by industry analysts as one of the

fastest growing segment, due to increase in child population,

supported by many other factors.

2.0 Indian Kidswear Market:

Good times for the Indian kids apparel market are in the offing. The

evolution in the buying behavior of children, and their influence

over their parents results in a big difference in purchase decisions.

Media exposures and promotions also cause a significant influence in

the market. Evolving dynamics in this market have made it necessary

for the manufacturers and retailers to evolve their business strategies’

in order to sustain themselves in the market. Many manufacturers

come up with their own brands, while some others enter into business

through joint ventures.

Today’s kids are more fashion conscious, and are ready to experiment

with clothing. Increase in the amount of disposable income, and retail

blitz has brought a sea change in the Indian kids apparel market.

With kidswear being considered as a part of the lifestyle segment and

a strong emphasis is being placed onbrands, this segment proves to be

a potential business.

2.1 Industry Overview:

Market for kids apparel is the fastest growing industry in India.

Manufacturers are coming up with fancy materials targeting kids who

are more interested in the upcoming fashion trends. Children’s

garments are available in various forms and designs. Kids apparel

market is more unorganized than any other segment of apparels. The

market is a proposition of the good, bad and the ugly. A huge volume

of kids apparel in India is being dominated by local and unorganized

players. This gives an excellent opportunity for the organized players

to lay a strong foundation in this segment. Indian market is now

moving towards an international look in terms of children’s apparel.

Cotton plays a major role in the clothing of children. Approximately,

86% of the kidswear are of cotton.

Branded kids apparel market is in its nascent stage in India with a

handful of national and international brands. Industry analyst estimate

that market size of branded kidswear in India including brands like

Ruff Kids, Ruff Baby, Planet Kids, Gini & Jony, ZAPP, Li’l

Tomatoes, and Weekender Kids is estimated to be around Rs 1,000

crore. They

positively assert that branded market for kids is growing at 15% per

annum. International brands including Barbie, Mothercare, Benetton

Kids, Pepe, Lee Kids, Tommy Hilfiger, and Adams Kids have also

entered the Indian market. 2.2 Market size and Growth: According to

the India Apparel Report, 2008 (Images Year Book, Vol IV), the size

of kidswear market is estimated to be at Rs. 30, 510 crore. Industry

experts predict that the market will further grow to reach Rs.45, 000

crore by 2013, with braded apparels contributing to a major share. The

volume of market share of kids apparels in the total apparel market is

at 24.9%, as against a 15% share in 2005. Urban kids apparel market

comprises about 60% of the total kidswear market. A research states

that more than 30% of the country’s population is below 15 years of

age. The density of population makes kidswear to be one of the fastest

growing segments in the Indian market scenario.

Market share of the Major Apparel Segments (2007)

Total size Rs. 122, 400 crore

Branded kidswear are well established in I tier cities, and are now

experiencing a good growth in II & III tier cities as well. Wanting the

best outfit for their children, parents are seeking a variety of garments

offered by new brands, and are shopping in exclusive outlets dedicated

for children’s apparel. Industry players further predict that the market

is set to grow by 12% annually and reach its peak by 2010.

2.3 Characteristics of Kidswear Markets:

The market for kidswear is classified as follows:

ƒ Infants (0 - 6 months)

ƒ Toddlers (7 months - 2 years)

ƒ Kids (3 - 8 Years)

ƒ Pre-teens (9 - 12 Years)

Children’s wear is mainly on a seasonal basis. Highest sales figures are

usually recorded during the months of August – September. The

average annual expenditure on kidswear is approximately Rs. 3, 857.

Average budget for kids apparelFor

children’s wear, cotton is the most preferred material due to its non-

allergic, comfortable, and easy caring virtues. But with the advent of

more and more fads emerging in the market, this fibre faces

competition with other synthetic ones, which are preferred for its

washability, and non-creasing abilities.

3.0 Growth Drivers:

Children always keep growing. So, the possibility of this market being

strong even in tough times is evident, as there is always a demand for

kids apparel.

3.1 Demography:

A survey states that, the maximum sales in children’s wear market

comes from smaller towns. Patiala, Bhatinda, Coimbatore, Phagwara,

and Sonepat are a few to name. Branded wears are well established in

tier I cities and are now emerging into the II tier and III tier cities as

well. In Itier cities, boutiques are emerging to be a popular trend.

Consumers expect these retailers to have a cutting-edge of garments,

and exclusive collection of clothes.

Generally stores that offer a wide range of selection at discounts and

low prices attract more traffic. As kidsgrow quickly, and are less

attentive in keeping their clothes safe, parents consider kids apparel as

functional and disposable as well. In case of infant, and toddler

wears, general merchandise, and supermarkets dominate the sales.

Specialty stores are successful in this segment as they are focused on a

particular section in the apparel segment. Few retailers dominate the

kids apparel market in any one particular area.

3.2 Untapped market potential:

With a promising future for kids apparels, the market has attracted

international brands into India. Global brands like Mothercare, Mona

Lisa, Benetton, Espirit, Bossini, and Kans have entered the Indian kids

apparel market. While international brands eye Indian kidswear

market, domestic brands like Lilliput, Li’l Tomatoes, and Catmoss are

gearing up to have a share in the global market. Representing Indian

brands abroad, higher profit margins, and succulent opportunities are

assumed to be the reasons behind their foreign march. India has a vast

potential for export of kids apparel to foreign markets like US and EU.

Brands like Lilliput and Koutons are exploring opportunities for joint

venture options to tap the children’s apparel market in China. Indian

players spot lucrative manufacturing capabilities in China, supported

by strong purchasing power. Hence, Indian business units are

planning to acquire manufacturing units in China to gain production

scale for its operations in the ‘dragon nation’.

3.3 Media Proliferation:

A brand; positioning itself in the market, depends on the level of

differentiation it is able to establish. The manufacturer must also

ascertain a sizable amount of promotional budget to gain eyeballs.

There are no boundaries for the scope of merchandising activities for

kidswear. With the effective publicity of mediums like TV channels,

video games, blockbuster of superheroes, and peer influence, children

are aware of the latest fashion in apparels, and other accessories.

Generally parents like to dress their children like themselves. They

further seek to buy brands they are already aware of, and have

confidence in. Popular brands like Gap, Diesel, and many others plan

to extend into this segment. With the emergence of many TV

channels, promotional strategies of companies have become more

intense. Innovative promotions which encourage the kids involvement,

finds more acceptance.

4.0 Success Factors:

Craving for a niche, new entrants as well as existing players follow

distinct strategies to market their brand. Marketing task lies in

capturing the imagination of the children with fashionable patterns, and

of the parents with quality apparels supplemented by reasonable

prices. All these determine the success of the manufacturer in this

segment. 4.1 Fashion Innovations:

The practice of dressing girls with a frock and boys with shorts are

way beyond. New pattern of garments in par with the latest fad is being

sought by parents. Fashion industry is boosting up the ‘well dressed

child’ trend with their new collections on the runways frequently. Kids

apparel manufacturers make optimum utilization of latest trends in the

fashion world to entice the kids and increase their sales. With wishes

and demands getting added in the list of kids, manufacturers and

retailers are making the most of it. Factions of domestic and

international players are seen in the arena, with each of them wanting a

slice in the pie.

ƒ Use of cartoon characters in kid’s garments: Apparel

manufacturers are

cashing on the popularity of cartoon characters. ‘Character inspired

merchandising’ is emerging as one of the hottest market trends.

Mickey Mouse, Powerpuff girls, Spiderman, Superman etc. have all

found their way into the kidswear market and are currently selling like

hot cakes in the market. The type of cartoon character used in the

apparel depends mainly on the popularity of the toon, their age group,

and sex of the children.

ƒ Coordinated Accessories: This season’s style statement includes

dressing up with accessories, where everything from dress, bag, and

hair clip is color, and design coordinated. In the current trend, leather

bags, caps, key chains, and hair bands are considered as ‘required’ with

an ensemble. Especially in case of branded apparels, garments

coordinated with proper accessories sell well in the market, than

individual apparels. The price ranges for such apparels are extravagant.

4.2 Brand Building:

As apparel markets are growing in size rapidly, kids of today have a

vast range of options to choose from. So, it becomes necessary for the

manufacturers, and retailers to woo the offspring’s and convince them

to make the buying decision. Brands approach kids to market their

product focusing on unique colors, silhouettes and prints just as for

adults. Specialty shops are now an emerging trend for kidswear.

Every brand tries to create a discrete brand identity through its

merchandise and in-store arrangements. Raymond’s brand Zapp has an

exclusive kids loyalty programme. Reebok has a ‘Made to Play’

campaign. They have specific sports wears like Cricket,

Football, and Basketball collections. This is done keeping in mind that

kids are more attracted towards playing. Peter England has set up a

customized space for kids.

4.3 Visual Merchandising:

Trends have changed, and it is quite visible. Children, who were taken

to parks and zoos before, are now coming along with their parents

for buying their own clothes. So, the retailers who want to take a pie of

the cherry should focus on attracting the attention of children along

with their parents. They can thereby ‘Capture the child’s mind and the

parent’s wallet’. Kids exhibit considerable ‘pester power’ while

shopping for their clothes. Good store presentation and product

merchandising is like a good book that has an attractive cover, and an

interesting first chapter that would lure the viewer. Big departmental

stores have segregated their apparel categories like infant wear, ethnic

wear, casual wear and preteen wear etc. They store a wide assortment

of apparels and distinguish them with each other. Some retailers and

department stores have taken the lead in creating an in-store

arrangement with play areas, and kids oriented promotions within the

store. Ex: ‘Back to School’ promotion by Lifestyle.

4.4 Pricing:

Kids apparel market is a price sensitive segment. Higher input costs

add to the prices of the apparels. With the increase in the purchasing

power of parents, it is expected that they will sustain the business in

the long run. As kids have the tendency to grow up very quickly, new

offerings are required. This raises two concernsone of range, and

second of pricing. An effective combination of both determines the

future of the brand. Deciding the price of the apparel mainly depends

on defining the target group and identifying buyer behavior. The price

of garments in I tier cities, and exclusive outlets will have a vast

difference than that of the clothes sold in normal retail outlets and II &

III tier cities.

5.0 Major Players:

Indian kids apparel brands are creating a niche by themselves by

changing the face of Indian kids wear in India. Fibre2Fashion had

exclusive one on one interview with prominent kidswear brands.

These brands dominate the kidwear market in India and have earned

consumer confidence trust and loyalty towards the brand, thus earning

laurels from its consumers.

5.1 Gini & Jony:

Gini & Jony has a range of brands like GJ Jeans, Palm Tree, Levi’s

Sykes Junior, Red River, UCB, Rocky S, and GJ Knowledgewear for

kids. Theyoffer a wide range of apparels for children including T-

shirts, shirts, jackets, cargos, jeans and trousers for boys, and capris,

dungarees, skirts, Jamaicans, and co-ordinate tops for girls. In an

exclusive one on one interview with Fibre2Fashion, Mr. Anil Lakani,

Executive Director, Jini & Jony, shares his thoughts about the kidswear

segment.

Buying behavior - apparel shopping

Apparel is the single largest category of merchandize sold in the mass markets, generating anywhere from 25 percent to 50 percent of sales at full-line discount stores.

Yet many mass merchants don't describe themselves as destination locales for apparel. Often, retailers say that they believe hard lines or commodities drive consumers into their stores, where once inside the box, customers are lured over to the apparel aisle by compelling, beckoning displays of clothing.

Attractive assortments and well-executed in-store merchandizing techniques are without a doubt instrumental in generating apparel sales - multiple sales in particular benefit from the full-blown treatment. But according to an extensive study conducted for Apparel Merchandising by Leo J. Shapiro & Associates, significant numbers of consumers have apparel on their minds before they arrive at the store.

In fact, when respondents who had shopped in a discount store durinq the month before the study was fielded in November were asked, "What was the main item you went to buy the last time you shopped in a discount store?" apparel was - by far - the most frequently mentioned category of merchandise.

More than 27 percent of those queried name apparel as the item of desire; 35 percent of the shoppers who most frequently favor discount

stores say that it was the wish to purchase some kind of clothing item that prompted them to go shopping in a discount store.

More good news for apparel merchants: 35 percent of the younger respondents those under 35, say that apparel purchasing was the main reason they last traveled to a discount store. Considering the fact that many merchants are targeting "young women with children," this should be music to retailer ears.

Babies’ world

Some 24 million (240 lakh) babies are born in India per annum, much

more than born in any other country globally.

What do you know about them? It’s not only about their rising

numbers. It’s about their mindsets. It’s about their approach. It’s about

their thinking, their preferences, likes, dislikes and everything else that

make a kid a kid.

     One of the most fascinating and complex facets of retailing happen

to be branded children’s apparel. This segment has been till now small

and largely stable. But exciting times are in the offing. In the kid’s

apparel market, the large variety, segmented customer profile and

changing tastes plays a big role. Also, the children’s buying behavior,

influence of parents and media makes a huge difference in the

purchase decision. Selling kids apparel you would soon realize is no

child’s play. Spunky wear, for instance, is an iconic global apparel

brand. Its premium name commands a loyal customer following. In

India, Spunky wear has been a prominent brand in adults wear

segment. The company now aspires to achieve a similar status in kids

segment with its brand ‘Spunky wear Kids’. 

Children are also the main focus of Indian families, and their

aspirations in terms of education and career choices are quite high

today. The average family size in India has been on a decline, coming

in now at almost 4.3 as compared to earlier years when it was more

than 5. With the reduction in their average size and the increase in their

incomes, Indian families have more money to spend. And children

being the main focus, parents try their best to fulfill their aspirations.

Net result, they get more attention and participate a lot in the decision

making process.

Gone are the days when children would go ga-ga over a doll or a toy

car. With most of them buying toys on their trips abroad now, the desi

market is literally burning the midnight oil to come to terms with this

demanding shopper. Education consultant Ekta Singal, mother of a

three-year-old, says, "My son knows his mind. He is very definite and

selective about the toys he picks up." Echoes Saurabh Gupta, a toyshop

owner, "Parents are happy to go by their children's choices. The price

is hardly a consideration."

Next time you tell your friends that you are taking your children

shopping, correct yourself. If the figures are anything to go by, it is the

little ones who are taking you on a shopping spree because,

incidentally, you hold the purse strings. 

From toys to FMCGs to apparel to gizmos, kids want it all. And this

snooty tiny tot is responsible for a $3 billion market, which is growing

even as you read this. India is the largest children's market in the world

and such are the demands of children here that business organizations

and associations are holding meets and calling experts to understand

what children want. 

India has a rapidly expanding middle class and therefore the world’s

largest retail groups have long been circling India and   are

urging the Government to drop rules that prevent foreign companies

owning multi brand retail operations

Kids’ wear comes of age

by Neha Malhotra

This is a segment where, despite huge market potential, not many players

dared to enter. Companies have shied away from kid's wear market,

preferring instead to play safe in more mature segments like men's, teen’s

and, to some extent, women's wear. But, a cluster of brands that did venture

into kid's clothing a couple of decades ago are getting good returns. Why has

there been so much of skepticism despite large size and good growth rates of

the market over the years?

 

Unorganised to organised

Unorganised players have always dominated the market. Manufacturing

cheap, big volumes of products in a myriad of styles, these players have

spread their distribution across the country, reaching every nook and cranny.

It is amazing that this sector has been able to flourish and still continues to

corner a majority of the market share. What restricted its growth is the

limited exposure of the consumer i.e. parents' psyche that kids outgrow their

clothing in a few months and so there is no need to buy high-priced clothing.

The organised branded segment, on its part, did little to counter this hitch.

Today, bigger companies have started venturing into this market. Gone are

the days when big organised players restricted their businesses to urbanised

markets only. The scenario is changing and consumer awareness towards

branded kids’ wear has definitely grown. Thanks to the shrinkage of the

world to a global village!

Retail is growing tremendously and kids are also in this change. Branded

kids’ wear players have entered the market and shown their worth. Raymond

has ventured in with its kid's brand Zapp. Gini & Jony was brought in by the

country's biggest corporate houses. Shoppers Stop has brought Mothercare

UK to the country. Amongst international brands, Walt Disney, Barbie, Hot

wheels, Okaidi have already set up their base and are happy to be in India.

Refreshingly new is Oyo by Spykar. So, are we seeing the beginning of a

gold rush as Sanjeev Narula, Managing Director, Lilliput Kidswear Ltd puts

it, "As per a recent study, of the total Indian population, 30 per cent is under

the age of 12. Two sub-segments are expected to emerge in future within

kids' apparel market: of 0 - 6 years, where mothers buy and of 8 - 14 years

where brand awareness is generally high and kids make purchase decisions.

According to industry estimates, kids’ apparel market is divided into

organised and unorganised segments and exceeds Rs 17,000 crore. Of this,

kids’ wear accounts for Rs 3,000 - 4,000 crore. Branded apparel sector in

India is still in its nascent stage and larger part of the market is still

unorganised. But, with more and more companies diverting their revenues

towards branded kids’ wear sector, branded category will supercede the

unorganised sector in coming days. Today, kids and parents are becoming

extremely brand and quality conscious. Design, styling and cuts make all the

difference and a matter of concern. And, desire for an international look and

appeal can only be satiated by a world-class product, which can only be

offered by the branded kids wear segment.” While Riaz Patca, Director, Ruff

kids, says, "As many national and international big players are planning to

tap this segment, a drastic change in the category movement from

unorganised to organised market is foreseen. As new players enter the

market, they will explore opportunities in organised sector by taking over

many unorganised companies and this will help them to establish their brand

name in junior wear. Now, this movement of new players will transform

many unorganised players to organised players." Though a drastic change is

not witnessed yet, the market is definitely moving towards an organised one.

 

Growth and driving factors

Children outgrow their clothes very quickly and so clothing for them should

be reasonably priced. Parents do not wish to buy expensive stuff that their

children would not be able to wear for long. Also, they look at outfits, which

are ruff and would have a long life. High-price tagged clothes are still by and

large held back for special occasions. Style is another aspect, which has

become very important as children have become very aware of what is in

vogue and what is not. Another reason why kids’ wear in the branded

segment is fast growing is because of higher disposable incomes and

changing lifestyles and awareness among people. Mr Patca says, "Due to fast

growing economy, spending power of parents have increased and they spend

on themselves and they want their children to look good too in order to

maintain their standard of living. Thus, kids’ wear market is growing and we

have our maximum population in kid and youth category. Exposure to

international market, better educational system for the next generation, high

spending power, high lifestyle and educated parents are other reasons

augmenting the growth of the sector."  Complementing this observation,

Manjula Tiwari, COO, Esprit India says, "Occasion-led, lifestyle pattern and,

further, international brands are completing the offering for the entire

family." Trends in kids wear market are fast changing with time. With

foreign influence, changing lifestyles and awareness among parents, kids are

becoming aware of the trends around them. Commenting on this, Lisa Pinto,

Brand Head, Bossini, says, "Growth in kids’ wear segment is about 15 per

cent per annum and, with bulk of India's population being below 25 years and

with couples’ disposable income increasing, we see that the sector is

growing. Also, with global awareness about kids’ wear, people traveling a lot

and opening of a number of malls, we see huge increase in kids wear market.

Working parents want to spend more time with their children. What are the

ways of satisfying this want: by being with kids for shopping or taking them

to entertainment zones." Further, Mr Narula says, “With developments in

technology, the world is becoming increasingly smaller day by day. Kids of

today belong to ‘screen-age’ (TV, internet, mobile etc.) and they are more

aware of the latest trends and fashions. Being vulnerable, children are easily

influenced by ads in television and this activates ‘pester power’ i.e. where

children harass their parents to purchase products they want. With increase in

the number of working couples and their respective disposable incomes,

children’ ‘pester power’ becomes inversely proportionate to time available

with parents. These factors are major drivers of the growth of kids’ wear

segment - be in India or abroad. No wonder, so many men and women

apparel brands have, of late, started seeking kids’ wear as the next big thing

and streaming their business in kids’ wear as well.” With so many

contributing factors, this segment is bound to rise and rise.

 

Competition

With line extensions of brands and entry of many international brands,

competition in the sector is becoming more and more immense. However,

competition is helping Indian brands to manufacture the best quality clothes

for kids at affordable prices, creating a win-win situation visa-à-vis

customers. Mr Patca says, “As government has allowed 51 per cent FDI in

Indian industry, there are many international players entering the junior wear

market. Entry of these international brands has accelerated national brands in

producing better products at best prices to beat the competition. Today,

international firms are striving hard to survive for Indian junior wear industry

is complex. Only brands that know minds of Indian consumers well can win.

Thus, this is creating healthy competition between national and international

brands by making national brands more powerful. “While Mr Narula feels,

“As of now, there are only very few leading players in the branded segment,

Lilliput being the pioneer in Indian branded kids’ wear industry. Competition

is bound to increase and it is always welcome for it brings about opportunity

and scope for improvement. Considering that kids outgrow their clothes

within two or three months, we do believe that kids’ wear segment is still

predominantly price-sensitive. Customers mainly look for international styles

and good quality but at an affordable price. This is where Lilliput comes in.”

 

 Line extension

Many brands in India and other parts of the world, which are already into

retailing men’s and women’s wear, are now adding kids’ wear to their

portfolios. Also, many sportswear brands are foraying into kids’ wear market

in a big way. Nowadays, people prefer to shop at family stores, rather than

going to three different stores for purchasing men's wear, women's wear and

kids wear. The reason why brands are getting into line extensions can be need

for grasping a larger market share and increasing their revenues. Another

kind of line extension is seen with the foraying of many sportswear brands

into kids’ wear. Reebok, Kappa kids, Nike and a few more brands have

joined this domain. Subhinder Singh, MD, Reebok India, says, "Kids have a

constant desire for action. We are all aware that kids have sports in their

minds most of the time and often they aspire to be leading sport stars. Thus,

Reebok aims to support such kids in bringing them closer to their dreams.

Through this initiative, we take a step ahead by introducing.

RESEARCH OBJECTIVE

RESEARCH OBJECTIVES

1. To study the role of children in deciding to buy their

apparels.

2. To investigate and explore the influence of children in

deciding to buy their apparels.

RESEARCH METHODOLOGY

Research Design: A research design is a pattern or an

outline of a research project’s working. It is a statement of only the

essential elements of a study, those that provide the basic

guidelines for the details of the project. It comprises a series of

period decision that taken together provide master plan for

executing a research projects.

A research design serves as a bridge between

what has been established i.e., the research objectives and what is

to be done, in conduct of the study to relish those objectives. If

there were no research design, the research would have only foggy

nations as about what is to be done. I have used ‘cross-sectional

design’ of ‘exploratory type’. The research is of both qualitative

as well quantitative types.

Unit of analysis:

Children apparel segment of garments market in MIRZAPUR.

Sources of Data:

a. Secondary Source:

secondary data includes

information regarding present market scenario,

information regarding Garment industry collected by

internet, magazines and books.

1. Sample planning:

Sample size No. of Parents- 120

No. of children- 150,

Where 80 are Boys &70 are Girls.

Sample extent: Mirzapur City

Sample Design:

A sample design is a definite plan for obtaining a

sample from a given population. It refers to the technique or

method the researcher would adopt in selecting items for the

sample.

I have used both ‘Convenience sampling method’ and

‘Snow Ball Sampling Method’.

2. Data Collection Method:

I have collected data using questionnaire.

Questionnaire Plan

I have used ‘Structured Questionnaire’ for gathering the

required data through contacting respondent personally.

Type of Information:

I have collected Fact, Awareness, Attitude, and Future action

plan and using questionnaire.

Type of Questionnaire Plan

‘Close-ended Questions’ of ‘Dichotomous’ and ‘Multiple

Choice’ type are asked in the questionnaire for data collection.

3. Limitation Of The Study

Children were not available at their

house in day time.

There were arguments between

children their parents.

Parents were not taking much

interest in this survey.

Time limitation is also there

because of their busy schedule.

4. Data Analysis & Interpretation:

Data analysis is based on the data collected by way of

questionnaires. From the collected data findings are

extracted. The data is tabulated and frequency

distribution chart is prepared.

DATA ANALYSIS AND

INTERPRETATION-

CHILD AGE GROUP-

5-10 YEARS 11-15 YEARS

BOYS GIRLS BOYS GIRLS

NO. OF

RESPONDENTS

58 40 22 30

TOTAL 98 52

Q. 1- How/when do they decide to buy garments?

TABLE-1

Parent’s response

We 66

Child tells 54

Total respondents 120

CHART-1

TABLE-2

Boy’s response Girl’s response

Parents decide 36 36

Clothes become small in

size

10 4

Children themselves

decide

28 28

When see new cloths on

T.V.

6 2

Total respondents 80 70

CHART-2

CHART-3

Interpretation-

1. Most of the parents said that they decide to buy the garment for

their children.

2. Most of the boys and girls said that their parents decide to buy

garments for them.

Q.2- How do you get information about latest trends in apparel?

TABLE-3

Boy’s response Girl’s response

Movies 8 0

T.V. 36 30

Friends 22 16

Parents 14 24

Total respondents 80 70

CHART-4

CHART-5

Interpretation-

1. Most of the boys and girls said that they got information about

latest trends in apparel from television.

Q.3- Who chooses the clothes?

TABLE-4

Parent’s response

I 16

Kid 24

Both 80

Total respondents 120

CHART-6

TABLE-5

CHART-7

CHART-8

Boy’s

response

Girl ’s response

I 34 12

Parents 8 16

Both 38 42

Total

respondents

80 70

Interpretation-

1. Most of the parents said that they choose the clothes for their

children jointly with their children

2. The children also gave the same response.

Q.4- Arguments with parents/children over which clothes to wear?

TABLE-6

Parent’s response

Yes 82

No 38

Total respondents 120

CHART-9

TABLE-7

Boy’s response Girl ’s response

Yes 46 40

No 34 30

Total

respondents

80 70

CHART-10

CHART-11

Interpretation-

Most of the parents and children said that there were arguments

between them over which clothes to wear.

Q.5- Who wins the argument? (Over which clothes to wear)

TABLE-8

Parent’s response

I 34

Child 86

Total respondents 120

CHART-12

TABLE-9

Boy’s response Girl ’s response

I 42 34

Parents 38 36

Total

respondents

80 70

CHART-13

CHART-14

Interpretation-

1. Most of the parents said that in case of arguments child won.

2. Most of the boys said that they won the arguments. While most

of the girls said that parents won the arguments.

Q.6- Are the kids aware about fashion?

TABLE-10

Parent’s response

Yes 100

No , rely on me 20

Total respondents 120

CHART-14

Interpretation-

Most of the parents said that the kids are very much

aware about fashion.

Q.7- Which type of purchase do you prefer for children’s apparel?

TABLE-11

Parent’s response

Planned purchase 60

Impulse purchase 60

Total respondents 120

CHART-15

Interpretation-

Parents prefer both type of purchasing equally for buying

children apparels.

Q.8- Do you take children along with you when you buy clothes for

them?

TABLE-12

Parent’s response

Sometimes 46

often 74

Never 0

Total respondents 120

CHART-16

Interpretation-

Most of the parents said that they take children along with them

in shopping of children apparels.

FINDINGS

1. I have found that most of the parents decided to buy the

garment for their children.

2. And also most of the boys and girls accept that their parents

decide to buy garments for them.

3. Most of the boys and girls get information about latest trends in

apparel from television.

4. The parents choose the clothes for their children jointly with

their children

5. Mostly parents and children said that there were arguments

between them over which clothes to wear.

6. In case of arguments child wins.

7. I have found that the kids are very much aware about fashion.

8. Parents prefer both type of purchasing equally for buying

children apparels.

9. Most of the parents take children along with them in shopping

of children apparels.

CONCLUSION

From the above analysis I have found that today the influence of

children in buying apparel has definitely increased and children are

aware of the fashion and its latest trends. Where television played an

important role in acting as a measure source of information to them

about fashion. The role of movies and friends is also important in

educating children about fashion.

From the research it is clear that the children play a very

important role in buying children apparel for them.

They are more influence than their parents in buying apparels

in present market scenario.

SUGGESTION-

This business is totally depending upon the children and

they are great influencer so the business person of this

sector must understand their mind set for their apparels.

They should work on the basis of children preference of

selecting their apparels because they can change the

decision of their parents for buying a particular brand

Appendix

Bibliography-

Book and journals-

Indian Journal of Marketing, July 2009

Marketing research, Harper W. Boyd

Marketing Management: Philip Kotler

Research Methodology: C.R.Kothari

Websites-

Google.co.in

www.businessstandard.com