A study of buying preferences of Readymade garment customers in Indore City
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CHAPTER 1: INTRODUCTION
1.1: Conceptual Framework
The main purpose of taking this project is to carry out a research on the buying preferences of
clothes with the people of Indore city. Indore has transformed from being a traditional counter
shop hub to super stores, shopping complexes and now the mall culture is taking over the minds
of the people.
This project helped to study the minds of people and analyse the trends of their shopping clothes.
This involved study of the various categories of people, that is, people who buy from streets, and
those who are inclined towards the super stores and malls, and whether they prefer to change
their buying preference to the other side.
Indore, being the commercial capital of the state, and close to be a metro, variety of people reside
in this city, ranging from the crowd of the streets of Rajwada, Sitlamata Bazaar, which have the
glimpses of the traditional Malwa culture, from the high end posh colonies of Vijaynagar, which
comprises of majority of the population visiting shopping malls.
The prime aim of the present day college students is to look good and trendy. For the same they
prefer getting the latest trends of the market and this is one of the major reasons of success of the
big brands in the malls as they keep updating their fashion as per the prevailing trends. Also, the
time to time off-seasonal and festive discounts and benefits on fashion stuffs and accessories
attract more and more crowd in malls and mega stores these days.
One of the reasons why there is still an inclination of the middle income group towards
traditional cloth stores of Rajwada, Sitlamata bazaar, Cloth markets etc., is that they give
considerably lower prices than the brand outlets in the shopping malls, but the quality of such
cheaper stuff is always a question which is difficult to answer. But, stores like Fashion at Big-
bazaar, Max retail, Reliance trends etc., are a tough competition to the local stores with their
economic prices and a better quality than these shops.
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A disadvantage of the mega stores over the traditional stores is about the hospitality and lack of
personal attention to each customer, as compared to shops of Sitlamata bazaar or other local
markets, where the shopkeepers treat each client as a guest and show the latest designs
personally with affection; whereas the items are displayed in hangouts and people themselves
have to choose from the available alternatives, and then queue at the lines on the billing counter
of the multidepartment stores-where they get every thing under single roof. This project will help
to judge the better option for buying clothing with different aspects and studies on different
consumer segments.
The readymade garment sector in Indore has seen a diverse change over the last decade or so.
Due to the emergence of various malls and thus developing a so called “mall culture” along with
major MNC apparel brands launching their factory outlets and consumer retail stores in different
posh locations of the city, the consumers, especially the youth and mid age segment now has
varied options to choose from in quite economic range with quality and trust of a reputed brand.
Textile or garment industry is the traditional business of the region and it is still an integral part
of Indore economy. There are a number of textile mills in the region and Indore still is the
bastion of wholesale garments. There are a number of firms involved in export of textile and
such business firms contribute a lot to the development of Indore economy.
The Dhar Textile Mills Ltd. is an example of a textile processing company located in Indore,
M.P. The company has fully integrated manufacturing facilities from spinning, weaving, dyeing,
processing, and printing to finishing. It offers a diverse product range which includes heavy
fabric for bottom wear, uniforms, work wear, outerwear, light fabric for top wears, night wears,
made ups and home furnishing. Pratibha Syntex Private Limited is another such example, located
at Dhar near Indore; the company is a manufacturer and exporter of industrial yarn, fabrics and
garments.
But in this generation of globalisation and liberalisation, with the removal of entry barriers and
major international players coming to the country with their luxury brands and products, the
traditional mills are losing their importance and as a result many old mills are now a talk of the
past; with only few manufacturing units remaining in the city, and most of the apparel and
garment sales are taken over by the major apparel brands of the other nations.
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The Readymade garments industry is increasing day by day due to changes of fashion in day to
day life. The readymade garment industry in India owes its existence to the emergence of a
highly profitable market for exports. Ready-made garments account for approximately 45% of
India's total textile exports. They represent value added and less import sub sector. In the recent
years, however, the domestic demand has also been growing rapidly.
The changes in the life style since the onset of the liberalization era, and given the base of the
industry for the overseas market, Indian garments industry have taken big strides. The entry of
the Indian and global fashion designers has stimulated the market further. With the rising
tailoring costs and relatively low prices of standardized products, the Indian consumer is
increasingly shifting to readymade garments. In the past, the readymade market was confined
mainly to baby dresses and small manila-shirts and dress shirts. Now it has extended to trousers,
suits, and lady dresses and, of course, fashion garments for men and women. Readymade
garments of specific brands have become not only a status symbol; these have brought a more
contemporary style in offices as much as in social circles. Franchised boutiques have been
established as tools for brand and image building. The garment industry categorizes into
many segments:
Formal wear and casual wear
Women's dresses
Men's and kids wear
Suits
Trousers
Jackets and blazers
Shirts
Sportswear
Tee-shirts
Denims
Neckwear
Undergarments (men's and women's)
Knitwear
Saris
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Denim is graded in clearly defined weight classes. Lightweight denim (cambray) is used in
shirts and blouses. Heavy classical denim is used to make trousers, jackets or coats.
The market segmentation by price differentials is also notable:
High-end for the affluent,
Medium priced for the core and high middle classes,
Low-end for the low and core middle class.
Of the entire industry volume of about 5 million tonnes, polyester and polyester filament yarn
account for about 1.7 million tonnes, and acrylic, nylon, and viscose taken together for 300,000
tonnes. The balance is represented by cotton textiles.
The Indian branded garment market, which is estimated at over Rs 185 billion, accounts for 25%
of the Rs 745 billion readymade market. Following the entry of several new brands, the branded
segment has grown at 25% annually. This represents a shift from unbranded to the branded
segment. The market for men’s innerwear is estimated to be worth Rs 25 billion, with branded
market valued at Rs 7 billion.
The Lead Players & Alliances in this sector globally includes Maxwell Apparel Ind., Lovable,
USA, Page Apparel Mfg., Jokey Intl., USA, etc. Some of the major leading brands include
Arrow, Allen Solly, Van Heusen, Louis Phillipe, Park Avenue, Zodiac, Lee, Excalibur, Flying
Machine, Ruf n Tuf, Newport, Peter England, Louis Straus, Stencil, Wrangler, Rod Lever, etc.
The textile industry occupies a leading position in the hierarchy of the Indian manufacturing
industry. It has witnessed several new directions in the era of liberalization. While textile exports
are increasing and India has become the largest exporter in world trade in cotton yarn and is an
important player of readymade garments, country’s international textile trade constitutes a mere
3% of the total world textile trade.
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1.2: History and development
The history of apparel in India dates back to the use of mordant dyes and printing blocks around
3000 BC. The foundations of the India's textile trade with other countries started as early as the
second century BC. A hoard of block printed and resist-dyed fabrics, primarily of Gujarati
origin, discovered in the tombs of Fostat, Egypt, are the proof of large scale Indian export of
cotton textiles to the Egypt in medieval periods.
During 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 had begun exports of Indian silks and
several other cotton fabrics to other economies. These included the famous fine Muslin cloth of
Bengal, Orissa and Bihar. Painted and printed cottons or chintz was widely practiced between
India, Java, China and the Philippines, long before the arrival of the Europeans.
India has a wide range of textiles of varied designs and manufactured by numerous techniques
when compared to other countries in the world. The styles depend upon the location of the place,
climatic conditions, cultural influences and trade contacts. The varied topography of India from
the snowy mountains to the rich river valleys and from the lush forests to the arid deserts as well
as the various cultures brought down here from the invaders have influenced the growth of a
number of textile weaves. Following are the major works on fabrics found in India since the
ancient times:
1. Cotton
The Indian subcontinent is the home for the Cotton crop. The art of weaving and dyeing of
cotton was known in India some 5000 years ago. This has been established by the fact that
some cotton fragments have been unearthed from the Harappa area. Cotton fabrics are woven
almost throughout the length and breadth of India.
The cotton saris of West Bengal are called Jamdani and they follow the traditional patterns.
Twisted yarn is closely woven together and so the saris are more lasting. Initially the
Jamdani saris were woven for the nobles of North India. Now this art is still practiced in
Tanda and Varanasi. This inlay technique is fully indigenous. This Jamdani technique of
patterning is found in the cotton centers of Venkatagiri in Andhra, Morangfi in Manipur
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and Kodialkarruppar in Tamilnadu. From the textile city of Coimbatore and Tirupur
Cotton T-shirts are made and exported through out the world.
2. Silk
In India, Varanasi is one of the most famous silk weaving centers. Originally, it produced
cotton and was a cotton-weaving center. Silk weaving started in Varanasi for
producing saris, Dhotis and chaddars for use in worship. Later with the growth of trade and
demand for silk fabrics, it began to produce a variety of textiles in silk for personal uses. The
specialty of the region is the heavy gold brocade, which has an extra weft of rich gold thread
running across the warp threads.
3. Tie and dye
India has a great variety of Bandhani, tie and dyed fabrics. This form involves a good
mastery over dyeing. The fabric is first degummed and dipped in a mordant so that it absorbs
the dye. Then the basic divisions of areas, borders etc are carried out. The technique is quite
simple. In India, the important centers noted for this technique are Saurashtra and Kutch in
Gujarat and Rajasthan state.
Bleached cloth is folded lengthwise and then widthwise into four folds. One side of the
width, which has the two ends of the sari, has the intricate patterns of the Pallu, while the
border pattern runs down on one side. The patterns on the body are then distributed all over
the surface. The dyer indicates the designs to be tied. Then tying the cloth into tiny knots
creates the outline of the pattern. Womenfolk generally do the tying works.
The method of hand printing of textiles is found all over India. The important cotton printing
centers are in the desert regions of Gujarat and Rajasthan. Alizarin, indigo and many
vegetable colors are used for hand painting in these regions. Various methods of printing like
direct printing, resist printing and screen-printing are practiced in India. In a method
called Kalamkari, the cloth is painted by using a pen with dyes and mordant. This method is
widely popular.
Direct printing is popular throughout India and it involves a bleached cotton or silk fabric
printed with the help of carved wooden blocks. In hand block printing around three or four
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colors are used. In the resist method, a paste is made up of different materials and it is used
for the printing areas, which are required to resist the dye. The fabric is then immersed in the
dye.
4. Batik work
Batik is a medium that lies somewhere between art and craft, and is believed to be at least
2000 years old. The Batik technique is a development of resist printing. The fabric is painted
with molten wax and then dyed in cold dyes after which the cloth is washed in hot water. The
wax melts and the pattern emerges. The effect of this resist technique is soft and subdued and
the outlines are not clearly defined.
The basic process of batik is simple. It consists of permeating an area of fabric with hot wax
so that the wax resists the penetration of dye. If the cloth we begin with is white, such as
bleached cotton, linen, or silk, then wherever we apply hot wax that area will remain white in
the final design. After the first waxing the fabric is dipped into a dye bath whose color is the
lightest tone of those to be used. When the piece has dried, we see an area of white and an
area of cloth that is the color of the first dyeing. Wax is now applied to those parts in which
we wish to retain the first color, and the entire fabric is immersed in the second dye bath
whose color is darker in tone than the first.
This process is repeated until the darkest tone required in the final design has been achieved.
When the fabric, now almost wholly waxed, has dried it is placed between sheets of
absorbent paper and a hot iron applied. As the sheets of paper absorb the wax they are
replaced by fresh sheets until the wax is removed. At this point the final design is seen
clearly for the first time.
5. Hand printing
Hand printing is practiced in Jaipur, Sanganer, Bagroo, Apli and Barmer in Rajasthan. In
Gujarat, Mandvi, Dhamardhka, Mundra, Anjar, Jamnagar, Surrendranagar, Jaitpur,
Ahmedabad, Baroda and Deesa are the important centers of printing fabrics. Mandvi and
Anjar in Kutch district of Gujarat use both direct printing as well as resist printing.
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Delhi has many printing establishments, which cater to both the internal and the external
markets. Farukhabad in Uttar Pradesh is an important printing center and it produces bed
covers, curtains, and hangings for Export.
6. Folk embroidery
In India, folk embroidery is always associated with the women folk. It is a form of their self-
expression. They create patterns that are connected with their native culture, their religion,
and their desires. In short, the pieces mirror the daily life of the people.
Women embroider clothes for their personal use, for their children, their husbands, the
elderly members of the family, etc. The people connected with the pastoral occupation
prepare embroidered animal decorations. Decorative covers for the horns, forehead etc, for
the bulls, the horses, etc are prepared. The Rabaris of Kutch districts in Gujarat do some of
the finest embroidered decorations for the camel. Embroidered pieces are also prepared for
use during festivals, marriages and other important social functions. The embroidered or
appliqué work called Dharaniya is an important decoration for the homes of Saurashtra and
Kutch people. Embroidered Torans are put on the walls during festivals. Long Pattis, running
embroidered strips cover the rafters.
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1.2.1: Indian Weaving industry
Indian Weaving industry has traditionally been one of India's thriving sectors of mass
employment. Abundant raw materials and an unlimited supply of cheap labor have contributed to
its success. Due to the international trade liberalization and domestic economic reforms there has
been a major impact on the Indian Weaving Industry.
Handloom weavers who make traditional items such as saris, dhotis, bed sheets and shawls have
been hit the hardest and contribute to the production. Out of the 38 million people employed in
the weaving industry 12.4 million, or close to 33%, are concentrated in this declining part of the
sector. The majority of them are low caste and extremely poor, working in small family units.
More than 40 % of weavers are women.
The Banarasi silk saris made in Varanasi are very much famous for centuries for their luxurious,
intricately designed cloth. These were a must have for all Indian weddings. More than 600,000
weavers live in Varanasi and nearby districts, weaving mainly for the domestic market. During
1990's, the silk handloom weavers who make the Banarasi saris have seen their fortunes vanish.
Trade liberalization is been the driving force of economic globalization, pursued relentlessly by
rich nations and international financial institutions at the expense of the poor of the world.
Brocade weaving, especially with gold and silver, has been an age-old tradition in India. There
are two broad classes of brocades. Brocades of pure silk or silk and cotton blends and zari
brocades with gold and silver threads. The most important material in brocade weaving is silk. It
facilitates lovely weaves, is durable, strong, fine and smooth. There are several varieties of raw
silk of which the chief ones used for brocades are Tanduri, Banaka and Mukta. Tanduri is
imported from Malda and other places in Bengal. Banaka is thinner and finer variety and is
mostly used to weave soft fabrics such as turbans and handkerchiefs. Mukta is a coarse and
durable silk used for kimkhabs, a fine silk would not withstand heavy gold patterns.
India had numerous trades with the outside world and Indian textiles were popular in the ancient
world. Indian silk was popular in Rome in the early centuries of the Christian era since olden
days. The Hoards of fragments of cotton material originating from Gujarat have been found in
the Egyptian tombs at Fostat, belonging to 5th century A.D. Cotton textiles were also exported to
China during the heydays of the silk route. Silk fabrics from south India were exported to
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Indonesia during the 13th century it self. India also exported printed cotton fabrics or chintz, to
European countries and the Far East before the coming of the Europeans to India. The British
East India Company also traded in Indian cotton and silk fabrics, which included the famous
Dacca muslins. Muslins from Bengal, Bihar and Odisha were also popular abroad.
Woolen Weaves
The shawls of Kashmir are well known throughout the world. They are made of superfine quality
wool with intricate designs and excellent workmanship. They are reputed in the international
market for several centuries. Kashmir makes a range of shawls like the Kani shawl, the double
colored pashima, the soft Santoosh, the majestic woolen shawl, the Dhussa, the men's long shawl
with its woven border and the fine Ambli or embroidered shawls.
Kashmir is known for the Kani shawls for several centuries. The Aini- Akbari, written during the
reign of Akbar mentions it and says that during the 18th century merchants used to come from all
over the world to purchase it. They were worth their weight in gold then. The designs of the
shawls are very complicated, that individual craftsmen prepare small pieces of the shawl and
then later they were joined together.
Embroidery is also a fine art of the Kashmiri people. The double-sided shawl called Dorukha is a
fine piece, in that, the right side cannot be differentiated from the wrong side.
In the Aksi shawl, the design is produced on one side by splitting the warp threads into half,
leaving the other side plain or embroidered with another pattern.
The Santoosh woolen shawls are made from special wool, which is taken from the underside of
the wild Pashima goats, which are found at high altitudes of the Kashmiri hills. The wool is first
collected, sorted and then spun by hand by experts and then woven. The finished product is light
and extremely warm.
The Himalayan region also produces many other varieties of shawls and tweeds for local usage.
The shawls carry motifs inspired by the Buddhist traditions, the swastika, etc.
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1.2.2: Indian Garment Industry
Indian sub continent is the second largest manufacturer of garments after China being the global
leader in garment production. India is known for its high quality garments for men and most of
the garment manufacturers are in the Small and Medium scale industry. Indian men's clothing
industry has been growing steadily over the past few years, this has been possible owing to the
Indian male becoming more fashion conscious, and hence there is more consumption which has
increased global demand of men's garments by the rest of the world.
India’s Garment Industry is a well-organized enterprise and is among the best in the world. It
constitutes of designers, manufacturers, exporters, suppliers, stockists, and wholesalers. Indian
Garment Industry has carved out a niche in the global markets and earned a reputation for its
durability, quality and beauty. Today’s changing consumer preferences – buying branded apparel
and fashion accessories, major boom in retail industry, people shopping at department and
discount stores, shopping malls, with rising disposable incomes, government policy focused on
fast-track textile export growth, and ambitious goals have created several investment
opportunities in India.
India Garment Industry has an advantage as it produces and exports stylish garments for men at
economical prices due to cheap labour rates. Today, by the means of technological advancement
and use of sophisticated machinery it has enabled the manufacturers to achieve better quality and
well designed garments. India’s Garment Industry has been rapidly growing in last few years.
Exports have been rising as there is an increase in orders from global buyers accompanied by a
rise of investments in the garment sector of the country. The Garment Industry is of major
importance to the Indian economy as it contributes substantially to India’s export earning, it is
estimated and analyzed that one out of every six households in the country depends on this sector
either indirectly or directly for its livelihood. From all over the world the Retailers also
increasingly come to India attracted by low production costs. The large brands among them are
Wal-Mart, Tesco, and Marks & Spencer.
Government has even made effort to include benefits for Garment Industry. The annual plan for
2007-08 formulated by Indian government initiated the promotion of the textile sector, includes
schemes for attracting foreign direct investments, brand promotion through public-private
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partnership (PPP) for global acceptance of Indian brands, trade centres for facilitating business
and image building, fashion hubs as a stable marketplace for Indian fashion, common
compliance code for creating apparel standards for the benefit of buyers, and training centres for
developing human resources. Indian garment industry`s has a decentralized production structure
- subcontracting, which is low risk and low capital-has served the industry well but has excluded
Indian products from the mass market for clothing, which demands consistent quality for large
volumes of a single item.
Today India is booming with fashion and lifestyle, with the organized retail trade growing at a
rate of 30% per annum. The Indian apparel or Indian garment industry is pegged at more than
90,000 crores with nearly 13% growth per annum. The men's garment or clothing segment
constitutes nearly 45 % of the total apparel market and growing at a constant rate each year. The
share of organized branded segment in men's wear is fast increasing in the Indian apparel market.
Indian Garment Sector earns high export revenue, it has witnessed substantial profit accruing to
retailers and Indian manufacturers are reflected in garment workers' wages.
In urban India, the women commonly wear salwar kameez and the churidar kameez, is worn by
women who go to work and thesaree is worn on formal occasions. Men wear kurtas and pajamas,
or a sherwani for formal wear. Western wear such as shirts and trousers are commonly worn by
men across India. Jeans, T-shirts, capris, bermudas are the kind of casual clothing worn by the
young and the young at heart, who are the trendsetters of fashion in India.
Since the last decade the Indian fashion industry has moved from the embryonic stage to a
blossoming take-off. Fashion designers have contributed immensely to the spread of fashion as a
driving force, both among Indian consumers and select segments of Western markets. India can
now boast of dozens of leading fashion designers, who can match any European fashion designer
in their concepts, styles and designs. Ritu Beri, Rohit Bal, Ritu Kumar, Abraham and Thakore,
Deepika Govind, Gitanjali Kashyap, Indira Broker, J.J.Valaya, Lina Tipnis, Manoviraj Khosla,
Pavan Aswani, Payal Jain, Ravi Bajaj, Rina Dhaka, Sharon Leong and Chandrajit Adhikari,
Shaina NC, Sonali and Himanshu, Wendell Rodricks, Anna Singh, Ashish Soni, Jatin Kochar,
Madhu Jain, Manish Malhotra, Ravi Bajaj, Salim Asgarally and Tarun Tahlliani top the growing
list of reputed fashion designers in India
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In 2006, India’s textile industry (including garments) contributed 14% to industrial production,
4% to GDP, and 17% to export revenues which directly employed 35 million people including
women and backward classes. Apparel exports totalled Rs 50,479 crore in 2009-10 compared to
Rs 50,293 crore in 2008-09.
The proliferation of fashion-based programmers on the satellite television channels has increased
the consciousness of the average Indian masses about the changing trends in the global fashion.
This industry is also generating a lot of business and becoming a booming industry for
generating a lot of jobs for people. More and more fashion training institutes and fashion
corporations are cropping up. Many national and international brands are establishing themselves
in Indian market. The mall culture has immensely helped in the growth of our fashion industry.
Thus, globalization has completely changed the face of our Indian fashion industry.
Talking about the most trending apparel in modern times, the Denim was invented some
centuries back in France. India remained connected to Denim throughout the period of its use in
some way or the other. But actual denim entered the Indian market only during the early eighties.
It was first introduced by Arvind Mills in India (1986). The period from 1990 to 2000 was the
growing period for denim in India. It attained immense popularity during this time in the
country. It was getting quickly popular in the urban areas of India amongst the wealthy masses.
Other than Arvind Denim, Mafatlal Denim, and KG Denim (Indian brands), many international
brands also made its way into the country during this period. Flying Machine, Levi Strauss, Lee,
Wrangler, Pepe Jeans London, and others gave a tough competition to Indian brands.
India manufactures almost 500 million meters of denim every year. It sells a limited portion of
the product inside the country. The rest is exported. Its demand and production is expected to
increase in the near future.
Popularity of denim is based on the customer's desire to show off. Jeans would give them a
feeling of style icon, and as a part of the fashion host. It is the general nature of a consumer to
wish for an ego boost. As fashion trends keep changing at the drop of a hat, manufacturers and
retailers are under constant pressure. Manufacturers need to come up with innovative styles, and
concepts to capture the shoppers' attention, and retailers need to keep abreast of the current
fashion trends, and customer preferences, and fill their store rack accordingly.
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Fashion trends tend to spread rapidly, even crossing the country's boundaries; at times. The
desire of customer's to look and feel good is reflected in their clothing choice. This is cashed in
by the customer centric retailers, targeting customers who are ready to shell out a fortune in
buying branded clothing.
Top leading Apparel manufacturing Companies- including Indian and Foreign brands
operating in India:
Allen Solley
Arrow
Arvind Brands Ltd
Biba
Blackberry
Bossini
Calvin Klein Jeans
Celio Clothing
Code
Color plus
Denizen
Esprit
Flying Machine
Future group- Fashion at Big Bazaar
Globus stores Pvt Ltd
Gokalda Group
Indian Terrain
John Miller
Lacoste
Landmark Group
Lee
Lee Cooper
Levi’s
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Louis Philippe
Madura Garment
Max fashion Retail
Murjani Group
Pantaloon Retail India Ltd
Park Avenue
Pepe jeans
Peter England
Provogue India Ltd
Pyramid Retail Ltd
Reliance Retail Ltd
Shopper’s Stop
Spykar jeans
Tata – Trent; Westside
The Raymond Group
Tommy Hilfiger
United Colors of Benetton
Van Heusen
Wills lifestyle
Wrangler
Zodiac Clothing
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1.3: Challenges
The entry barriers for the other players in the processing of cotton fabric are very strong as
textile industry has an essentially long gestation period – both in terms of stabilization of
production facilities as well as product.
Indians are recognized all over the world for their sense of fashion; the fashion statement is not
only limited to celebrities but applies for the common masses as well. For the garment industry
in India, industrialization has proved to be a blessing. Complying with the changing tastes of
people and evolving market trends, the garment manufacturers in India are continuously striving
to be innovative. India is engaged in heavy export of garments to the international markets.
According to a study conducted by the Confederation of Indian Industry (CII) and McKinsey &
Company, India is expected to witness a seven-fold increase in its exports over the next decade.
One of the sectors to be benefited is the apparel sector. The garment industry in India is
completely self-dependent; right from manufacturing of fibre to finished garments, everything is
done in the country itself.
Factors such as ‘buyers are in town’ and ‘a heavy booking season’ affect garment exporting
businesses in India. Buyers in town hints at the demand of the garment segment among people
and a heavy booking season implies the peak time for shopping apparels and garments. With the
early signs of recovery from the recessionary pressures, international fashion chains are queuing
up to India.
Indian garment manufacturers and exporters are adept at guessing ‘what’s in’ and ‘what’s out’,
when it comes to garments. New sources of raw materials, designs and ideas go into the
manufacture of readymade garments that help in increasing sales and maintaining a sense of
uniqueness.
India has already made a name for itself as far as manufacturing of readymade garments is
concerned. There are some factors that go into the Indian garment industry’s favour such as cost-
effective procurement of raw materials, inexpensive skilled labour and quick adjustment to the
kind of apparels that have potential to sell. Indian readymade garment industries rely on the
aforementioned factors for growth prospects in future.
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However, the garment industry in India faces stiff competition from countries such
as Bangladesh, China and Vietnam. There is a pressure on the Indian garment industries to
produce finished garments at lower costs to survive the cut-throat competition. Today, around
45% of the total textile exports in India account for ready-made garments. There are various
international brands which source readymade garments from the Indian markets.
The future of the garment industry in India does not look bleak; on the contrary it is quite
promising. The Indian garment industry alone provides employment to thousands of people, a
high percentage among who are young women. Therefore, the significance of the Indian garment
industry cannot be ruled out when it comes to employment generation and foreign exchange
generation. The growth in the garment industry will boost the growth of Indian economy.
At present, India is being considered as the next pioneer country in the readymade garment
export business. It is noticed that foreign buyers are keen on dealing with Indian garment
exporters. In the face of such demand, Indian garment manufacturers and exporters constantly
have to maintain high quality in finished products and continuously provide variations in style
and design to attract the attention of prospective buyers.
A major improvement in weaving efficiency has been brought about by developments in
spinning technology which has enabled production of yarn of higher quality. A major share of
the looms installed in composite mills is now of automatic looms. However, auto-looms installed
in the decentralized and power loom segments are small in number. Shuttle-less technology,
direct wrapping, use of splicing technology, automatic doffing and knotting systems provide help
to increase mill productivity. Speed of the auto-looms or shuttle-less looms is 60% higher than
that of non-auto-looms.
The textile industry has managed to modernize the spinning sector but there is a long way to go
on the weaving front. India's power loom sector has over 10,000 shuttleless looms as compared
to 150,000 in China. The lead players in the Indian industry include Bombay Dyeing, Arvind
Mills, Century Textiles, Coats Viyella, Morarji Gokuldas Spinning, JCT, Hindustan Spinning,
etc.
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1.4: Current Scenario
The organized market for designer apparel is about Rs 250 crore and designer wear calculates to
less than 1 % of the apparel market. The global market for designer wear is 5 % of total apparel
market and the global market for designer wear industry is largely dependent on the small-scale
sector. Consumers for designer wear have a yearly household income of Rs 10 lakh-plus. There
are 3 lakh such households developing at 40-45 %. Designer wear industry is projected to
increase to Rs 1,000 crore by 2015. More than 81 % of the population below 45 years of the age
is fashion conscious
Today the fashion designers and management experts foresee an average growth of about 10-12
% for the Indian fashion industry in the coming years.
Though, the growth rate could be more than 15%, if infrastructural and other logistical
bottlenecks and drawbacks are over come, Indian fashion design industry is expected to grow
much faster than projected (Rs. 500 cr.) and likely to touch Rs.750 cr. by 2012 from the current
level of Rs.270 cr. because Indian companies are heavily investing big sums in the industry,
consumers are increasingly shifting focus towards designer wear, exposure to western media and
readily available of designer wear in the shopping malls, according to The Associated Chambers
of Commerce and Industry (ASSOCHAM).
In southern India’s Tirupur town, young girls are lured to work in the garment industry with a
promise of ‘golden opportunity’ to earn their own dowry at the end of a three-year apprentice
period. Garment industry of Tirupur projects a turnover of Rs 10,000 crore this year, down from
Rs 11,000 crore in 2006-07, due to the depreciating dollar prices. The industry employs 400,000
workers regularly and an additional 500,000 seasonally where most of them women and
teenaged girls.
The Indian Garment industry is today modernized via an exclusive scheme, which has set aside
$5bn for investment in improvisation of machinery. International brands like the Levis, JC
Penny, Wal-Mart, Gap, Marks & Spencer and other industry giants are sourcing more and more
fabrics and garments from India.
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According to a study China and India will be major gainers. India could increase their share from
present 8 % in US textile market to 13.5% and from 3% to 8% in US Garment market.
Morgan Stanley has projected India to be one of top three exporters of textile and garments.
Indian Cotton Mills Federation study has estimated Indian textile exports to reach US $ 40
Billion by 2010 and 12.5% share in the Indian Commodity export basket
However, the garment industry in India faces stiff competition from countries such as
Bangladesh, China and Vietnam. There is a pressure on the Indian garment industries to produce
finished garments at lower costs to survive the cut-throat competition. Today, around 45% of the
total textile exports in India account for ready-made garments.
Garment Industry in India is looking at achieving an export target of $25 billion- an Apparel
Export Promotion Council (AEPC) official said. The industry today would need an additional 1.5
million people. This would generate further employment opportunities for this sector.
An investment of Rs. 35000 crore in terms of related infrastructure is required. AEPC plans to
set up 50 training centres besides the 22 centres it has at present across the country.
1.4.1: Luxury Apparel Brands Betting Big on India
There are huge expectations woven around the likely permission for FDI in retail sector in India.
But even before that happens, there has been a flurry of activity on the part of international
retailers to set up their shops here. Around that time top global luxury brands consolidated their
position in India and right-sized their businesses while Indian consumers continued splurging on
them. In fact, many top brands were lured into the Indian market.
According to latest CII-Kearney study (2011), the luxury market in India has shown a robust
growth of 20 per cent over the past year and is estimated to be nearly Rs. 28,500 crores. Luxury
products grew by 29 per cent, services 22 per cent and luxury assets rose by 13 per cent.
Interestingly, the growth is taking place even beyond the metros in cities like Pune, Chandigarh,
and Hyderabad which have a large population with high disposable incomes. Analysts say that
by 2020, about 200 stores of Italian luxury brands are likely to come up in India. For example,
DLF Retail and Reliance Brands are in talks with Moet Hennessy Louis Vuitton (LVMH)-owned
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beauty retailer “Sephora”. LVMH is already on an expansion spree and has launched a $650
million private equity fund called L Capital Asia dedicated to market top consumer brands,
lifestyle concepts, beauty and wellness.
Jimmy Choo and Altagamma among others are looking at spreading wings in India. Angela
Ahrendts, CEO of Burberry says her company is well placed to capitalise on India's growing
luxury market and plans to move as fast as they can. Burberry has seven stores in India, which
according to Ahrendts is currently the fastest growing luxury market in the world.
Similarly, Louis Vuitton is bringing in three premium brands which include beauty retail chain
Sephora, Singapore fashion company Sincere and Hong Kong-listed Emperor Watch and
Jewellery. Sephora has over 250 brands under its umbrella, Dior, Aquolina, Diesel, Clarins,
D&G, Evian and Canali, and is planning to open around 50 stores in the next couple of years.
Louis Vuitton is also investing $25 million in its brand Charles and Keith in India by opening 40
to 50 new stores. The company is strengthening its presence in India and will spend over $25
million in expanding C&K in Chennai, Kolkata, Bangalore, Lucknow and Ludhiana. Swedish
fashion retailer Hennes & Mauritz, American high street casual wear brand Brooks Brothers and
Italian luxury apparel player Emilo Pucci are likely to start operations in India soon. Luxury
watchmaker Cartier recently announced the expansion of its distribution network in India. No
wonder, this is just a beginning where the big boom is waiting to happen.
Many other brands are also planning to increase their footsteps by opening more stores within
metros and looking at retail spaces beyond the metros. Most of the brands are also keen on
expanding. Genesis Luxury operates stores on behalf of Canali, Paul Smith, Cavalli, Bottega and
Jimmy Choo. It has also started a joint venture with Burberry.
Several mills have opted for modernization and expansion and are going in for export-oriented
units (EOUs) focused on production of cotton yarn. It has passed through cyclical oscillations
and at present, it is witnessing a recovery after a downturn.
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1.5: Advantages, Present statistics and Future
South Asia comprising of India, Pakistan, Sri Lanka and Bangladesh is emerging as a key-
sourcing destination, after China, for most of the retailers/brands. South Asia, as a region is the
second largest beneficiary of quota abolishment. South Asia has increased its market share in
both US and EU.
In south Asia as a region India has some inherent advantages like:
Availability of Raw Material: India produces lot of cotton to cater to domestic as well
as exports market. In addition India has also developed some large man-made fiber
capacities.
Spinning, Weaving and Garmenting Capacities: India has large capacities in Spinning,
weaving as well as garmenting facilities. India in the recent past has witnessed a lot of
investments happening in Textile and Apparel industry.
Low Cost Advantage: India has the advantage of being one of the low cost producer in
terms of labour cost.
Complete bouquet of textile and apparel on offer: India offers an entire bouquet of
textile and apparel to the buyers.
Indian sub continent is 2nd most competitive as a sector and India has the potential to lead the
race.
According to Technopak Advisors, a retail consultancy, the entire textile and apparel industry
(2010 estimates), including domestic and exports, is pegged at Rs 3,27,000 crore and is expected
to grow by 11% to Rs 10,32,000 crore by 2020. Currently menswear is the major chunk of the
market at 43% (Rs 72,000 crore) and is growing at a compounded annual growth rate (CAGR) of
9%.
The menswear market in India is the fastest growing apparel segment. The India Menswear
Market Analysis 2010-2014 by Venn Research found that total revenue from menswear was
$11.8 billion in 2009, representing a CAGR of 8.6% from 2005 to 2009. Industry estimates peg
the formal suits, jackets and blazers segment at Rs 4,500 crore. Clearly the men want to look
elegant.
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The men's apparel is more westernised unlike women where even in the high-end you would see
many of them opting for Indian wear. Hence, standardisation of products is simpler and easier.
Then again, the men have always been the prime spenders and are now finding avenues to
explore. Even in case of equal spending power, by nature women might buy more jewellery
while men show a preference for technology and apparel, men are fundamentally quick shoppers.
They take faster decisions and have more brand loyalty. The westernised wear does offer more
standardisation for men than women, not only for style but for colours too. In terms of sizes and
specifications, men's ready-to-wear is simpler and unlike women wear, there are fewer attributes
to customise.
Over the past few years, men under 25 and over 35 have become a major consumer base for
luxury ready-to-wear. There's a marked shift from tailoring to ready-to-wear brands. "With an
increase in disposable income and a greater brand consciousness, the market is set to double over
the next few years. The demand is shifting from simple business wear to lifestyle wear with
occasion-based formalwear. The men's ready-to-wear gets a new sheen and spin thanks to a host
of luxury brands available. Gucci, Hugo Boss, Salvatore Ferragamo, Armani, Versace, Brioni,
Ermenegildo Zegna, Canali, Corneliani, Alfred Dunhill, Cadini, are all in the race to clothe the
new sartorially savvy Indian man.
Employment Opportunities
Indian Garment Industry is closely connected to the fashion industry and grows hand in hand.
With these even opportunities for the employment is also increasing to a larger extent. These
high levels of fashion consciousness has created the need for candidates who are highly
productive, efficient and have a passion to create new designs and give way to creativity. This
Industry demands and requires both skill and diligence. India is an ultimate combination, like it
has a matured garment industry for a long time along with a vast trained manpower. Some of the
key areas to work are related to design and manufacturing, merchandising, import export
according to the government policies, freight and shipments etc. work as designer, or a start up a
business in the local market and expand the business to the others areas of the national market. A
table in the coming page suggests the number of persons that were intended to be employed over
the years and in year the 2010; textile industry is a major contributor there.
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Table 1.1 Number of persons intended to be employed
The above table sourced from the India yearbook 2011, shows that amongst others, the highest
percentage of employment growth opportunities are in the textiles sector.
Global luxury apparel market foresees strong growth and is predicted to grow and reach USD2.4
trillion by the end of 2012, and USD 3.22 trillion by 2017. The industry has several thousand
companies targeting numerous customer segments. Manufacturers face fierce competition, and
hence need to invest heavily in differentiating their merchandise, and marketing efforts. Luxury
market is always dynamic, and getting more luxurious. Overall all customers; generally are
willing to pay a premium price for brands.
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CHAPTER 2: LITERATURE REVIEWS
The following literatures were reviewed before initiating this research work:
2.1: The Textile and Apparel Industry in India
By: Pankaj Chandra; Indian Institute of Management- Ahmedabad (April 2006)
Introduction:
The history of textiles in India dates back to the use of mordant dyes and printing blocks around
3000 BC. The diversity of fibres found in India, intricate weaving on its state-of-art manual
looms and its organic dyes attracted buyers from all over the world for centuries. The British
colonization of India and its industrial policies destroyed the innovative eco-system and left it
technologically impoverished. Independent India saw the building up of textile capabilities,
diversification of its product base, and its emergence, once again, as an important global player.
Abstract:
Today, the textile and apparel sector employs 35.0 million people (and is the 2nd largest
employer), generates 1/5th of the total export earnings and contributes 4 per cent to the GDP
thereby making it the largest industrial sector of the country. This textile economy is worth US
$37 billion and its share of the global market is about 5.90 per cent. The sector aspires to grow
its revenue to US $85bn, its export value to US $50bn and employment to 12 million by the year
2010 (Texmin 2005).
It is estimated that there exist 65,000 garment units in the organized sector, of which about 88
per cent are for woven cloth while the remaining are for knits. However, only 30–40 units are
large in size (as a result of long years of reservation of non-exporting garment units for the small
scale sectors – a regulation that was removed recently).
While these firms are spread all over the country, there are clusters emerging in the National
Capital Region (NCR), Mumbai, Bangalore, Tirupur/Coimbatore, and Ludhiana employing
about 3.5 mn people. According to our estimate, the total value of production in the garment
sector is around Rs.1, 050–1,100 bn of which about 81 per cent comes from the domestic market.
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The value of Indian garments (eg. saree, dhoti, salwar kurta, etc.) is around Rs.200–250 bn.
About 40 per cent of fabric for garment production is imported – a figure that is expected to rise
in coming years.
Conclusion:
Competitive strategies are developed by sector level firms and its their individual and collective
initiatives that secure higher market share in global trade. While one has to be ever vigilant of
non-tariff barriers in the post MFA world, the new market will be won on the basis of
capabilities across the supply chain. Policy will need to facilitate this building of capabilities at
the firm level and the flexible strategies that firms will need to devise periodically.
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2.2: India’s Textile and Apparel Industry: Growth Potential and Trade and
Investment Opportunities
By: Sundar A. Shetty; Textiles and Apparel Branch- Energy, Chemicals, and Textiles Division
for the Office of Industries-U.S. International Trade Commission (March 2001/ Publication
3401)
Introduction:
The textile and apparel industry plays a vital role in the Indian economy and is the single-largest
source of foreign exchange earnings for India. Currently the industry accounts for 4 percent of
GDP, 20 percent of industrial production, and slightly more than 30 percent of export earnings.1
About 38 million people are employed in the Indian industry, making it the single-largest source
of industrial jobs and the second-largest overall (after agriculture).
Abstract:
India is the world’s third-largest producer of cotton and has the largest cotton acreage in the
world. India also has an established and expanding polyester fiber and filament yarn industry. It
is the world’s second-largest textile producer after China, accounting for about 15 percent of
world production of cotton textiles. India is also the world’s largest exporter of cotton yarn with
20 percent of the total, and accounts for about 7 percent of world trade in fabrics.
India’s share of global exports of textiles and apparel increased from 1.8 percent in 1980 to 3.3
percent in 1998. However, India’s export growth was lower than that of most Asian countries
during that period.
As India steps into an increasingly liberalized global trade regime, the GOI has implemented
several programs to help the textile and apparel industry adjust to the new trade environment. On
November 2, 2000, the GOI unveiled its National Textile Policy (NTP) 2000, aimed at
enhancing the competitiveness of the textile and apparel industry and expanding India’s share of
world textile and apparel exports to 10 percent by 2010 from the current 3-percent level.
India, with a population of 1 billion people, has a huge domestic market. India’s middle class,
currently estimated at 200 million, is projected to expand to include nearly half the country’s
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total population by 2006. Based on purchasing power parity, India is the fourth-largest economy
in the world, has the third-largest GDP in the continent of Asia, and is the second-largest
economy among emerging nations. India is also one of the fastest growing economies of the
world.
India’s huge domestic market offers the prospect of significant growth opportunities in domestic
textiles and apparel consumption, which is expected to result in increased trade and foreign
investment, especially in certain product sectors. According to a 1999 study, the major growth
areas for trade and foreign investment in India will be technical textiles (e.g., fabrics used in
aerospace, marine, medical, civil engineering, and other industrial applications), home textiles,
and apparel.
Conclusion:
The S.R. Satyam Expert Committee (SEC), constituted by the GOI, also identified these sectors
as having the greatest growth potential and recommended various measures to promote these
sectors.
India is one of the fastest growing economies of the world. Although the disposable income of
the majority of the Indian population is low, as the Indian economy grows, more consumers will
have greater discretionary income for clothing and other purchases after meeting their basic
needs.
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2.3: Investment and Growth in Textile Industry- A supplementary report
By: Steering group
Introduction:
The textiles and clothing sector is the largest employer after agriculture and its importance in
India’s economy is recognized for its contribution to industrial production and export earnings.
During a presentation made to the Prime Minister on 23rd October, 2001, the importance of the
textile sector in the national economy and the need to take urgent, time bound steps to attract
investment and encourage growth in the textile sector was emphasized and an High Powered
Steering Group, with Prime Minister’s approval, was set up under the Chairmanship of Shri N K
Singh, Member, Planning Commission to examine all issues concerning investment and growth
in the textile industry and to suggest an action plan for growth.
Abstract:
In view of the urgency of reforms required to attract investment in this sector, the Steering Group
submitted an interim report on fiscal policy for textile industry in January, 2002 and a final
report in December, 2002 to enable the Government to consider fiscal policy changes and a
“Textile Package” in the Budget 2003-04. Majority of the recommendations of the Steering
Group with regard to fiscal policy were accepted and incorporated in the Budget 2003-04.
Conclusion:
The conclusion drawn in the meeting held at Mumbai on September 17, 2002 was discussed
further and the Steering Group in its report submitted in December, 2002 recommended
constitution of a Textile Industry Reconstruction Fund with a corpus of Rs.3000 crores for
financial restructuring of the textile industry. Based on the recommendations of the Steering
Group, Finance Minister while presenting Budget proposals for the year 2003-04 announced “the
Government is considering a mechanism for restructuring the debt portfolio of viable/potentially
viable units in order to prevent sickness of the textile industry. Details to be decided in
consultation with all the stakeholders”
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2.4: Indian Textile Industry: A Growth Perspective; a PowerPoint
presentation
By: Mr. Sachit Jain; Vardhman Group- Singapore (March, 2010)
Introduction:
Global opportunities, domestic policy framework, manufacturing competitiveness are the major
growth drivers to the Indian Textile industry.
Abstract:
The consolidation of textile manufacturing in Asia gives impetus to Indian Textile Industry
growth. 70 % of world fiber processing takes place in Asia. China, India and Pakistan account
for 60% of world fiber consumption.
Though Bangladesh and Vietnam have been emerging as competing textile economies. They
depend on the imported textile inputs. Global retailers prefer single point service helping
integrating suppliers of textile and clothing.
With removal of quantitative restrictions especially after 2002, India’s textile and clothing
exports grew at a higher rate during 2002-2007 in tandem with growth in world trade in T&C.
India’s T&C exports growth was lower than China, which registered 23% growth in T&C
exports during 2002-2007. China exported $171 billion T&C products against $22 billion from
India. It indicates missed opportunities as well as scope for future growth.
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2.5: Indian Textile Industry: Growth & Current Scenario
By: Mr. Tanange K. R.; Assistant Professor, Department of Economics, Omkar’s Arts,
Commerce & Science College, Gadhinglaj. Maharashtra (December, 2010)
Introduction:
The Indian Textile Industry, next only to agriculture in terms of production, export and
employment. About one of India’s populations depends on it for their livelihood. The study of
Indian textile Industry in the present era, India’s position in world textile economy, the
performance growth rate in textile, development of spinning mills, trends in textile export etc.
are focused.
Abstract:
The Indian textile industry contributes a very important role in Indian economy. It is one of the
leading textile industries in the world. Through it was predominately industry even a few year
back but the scenario started changing after the economic liberalization of Indian economy in
1991. The opening up of economy gave the much needed thrust to the Indian textile industry.
This is now successfully become one of the largest industries in the world. Indian textile and
clothing industry contributes about 4% of GDP and 14% of Industrial output and it is the second
largest employer after agriculture, it is estimated that industry provides direct employment to 35
million people including substantial segments of weaker sections of society with a very low
important intensity of about 1.5% only, it is the largest net foreign exchange earner in India,
earning almost 35% of foreign exchange.
Conclusion:
The Indian Textile Industry is globally well placed, in teams of installed capacity of spinning
machinery, if ranks second after china, while weaving it ranks first in plain handlooms and
fourth in the shuttle looms. Index of Industrial production shows the dismal picture of textile
production the decline in IIP for textiles started from June 2008 year onwards by now the
cumulative position has became positive trend.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1: The Study
This study is about buying preferences of readymade garment customers in Indore City. The
research mainly included filing responses by the sample population on their preferences of
shopping centres for garments, whether they purchase from the local markets of Rajwada or
shops of MG Road area, Sitlamata bazaar area, or they go for brand outlets found individually or
in supermarkets and mega stores such as those found in malls, examples including- Big Bazaar,
Max, Reliance Trends, More Megastores, Celio, Raymonds, Central mall, Biba, Pantaloons, Ritu
Wear’s lifestyle, Lee, Spykar, Denizen, Pakiza stores, Westside, Globus etc.
The participants in the research were the people of Indore City. A total of 130 people recorded
their valuable responses by replying to the questionnaires submitted to them for this study. These
included various age groups; viz. 16-20, 21-25, 26-30, and 31+. Following were the responses
recorded:
Age Groups Number of responses Response in Percentage
16-20 44 33.85
21-25 59 45.38
26-30 13 10.0
31+ 14 10.77
Total 130 100
Table 3.1
The responses included both from males and females. However, response from females was
slightly higher than response from males. The following table shows the exact representation of
the data:
Sex Number of Responses Response in Percentage
Males 63 48.46
Females 67 51.54
Total 130 100
Table 3.2
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Talking about the analysis part of questionnaires, firstly, the filled questionnaires were
thoroughly studied to see if the responses are true and unbiased so that it does not mislead to
some false results.
The next step was to remove any such misleading questionnaires; in total 4 such questionnaires
with misleading responses were rejected. From the selected ones, data feeding in the software
was done. Then data analysis and interpretation, which gave results and findings mentioned in
the coming chapters.
The data was fed into the system via ms excel 2007, with each response as 1 and then totalling
all the outcomes. The questions were then tested as per their matching hypothesis and results
were arrived at. The excel sheet is attached in the appendix part at the end of this research work.
The graphs and charts are given in the results and findings chapter of this research.
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3.2: Stages of Research
3.2.1: Preliminary Stage Actions
This study of buying preferences of readymade garment customers in Indore City is mainly
because of the fact, that over the last decade or so, the traditional garment markets and stores in
the city are losing their customers to the superstores and Malls of the city.
The basic idea which initiated was: to know the preferences of people of Indore and reasons why
they are shifting towards the modernised markets, the malls and brand outlets as a reason of
which these traditional markets are losing their grasp over their customers.
After the formulation of a problem, it was then discussed with the colleagues and mentor and
then a questionnaire was developed to survey on the problem topic amongst a sample size of 150
participants who were the representation of the population of Indore City. The sample
questionnaire is attached in the appendices.
After the validation of the questionnaire, the pilot test was performed with few colleagues and
the error question found was removed. There was a question on their last purchase of garments
on which people were not willing to reply, so it was removed from the questionnaire.
This work is an exploratory kind of research which is trying to explore the reasons for the
changing trends of customer buying preferences.
3.2.2: Data Collection Stage Actions
In this stage, the target participants were approached to get the questionnaires filed. The
participants included students, common men, teachers, friends and social network contacts of age
groups earlier mentioned.
They were contacted directly on the streets, few in the shopping malls of Indore, Treasure Island
mall, C21 mall and Malhar Mega mall; in my college campus, and adjoining colleges of the
Takshashila campus, DAVV. Few participants who were unable to be physically reached, were
also requested to participate in the online survey via surveymonkey.com where online
questionnaire was filled by those who took the survey
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The respondents were taken into confidence not to disclose their details to anyone and their
details will be used for the sole purpose of this research project only.
Respondents were also appreciated for the valuable time and responses given by them.
3.2.3: Data Analysis and Presentation stage actions
After the successful filing of all the questionnaires from the target respondents, next step
included the analysis and presentation of the gathered data from the questionnaires.
The total questionnaires received after the sampling work was 134. Then these were analysed in
the below steps:
1. First step was data preparation, in which all the questionnaires were checked, misleading
questionnaires were removed (total 4 in number).
2. Next step was editing and cleaning in which each questionnaire was checked thoroughly
and checked if each question was answered or not.
3. Then data was coded. Each response was coded “1” and punched in computer via MS
Office Excel 2007.
4. Entered data was then interpreted and presented via Bar graphs, Pie charts and Percentage
wise.
5. In the end, the final number of fully filled questionnaires came out to be 130.
6. In the statistical analysis stage, hypothesis were studied as per the set objectives and the
related questions, and tests for significance were applied which included z test and chi
square analysis.
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3.3: The Problem
The buying preference of readymade garment customers in Indore City is the problem identified
to be studied in this research project.
3.3.1: Objectives
1. To study the price preferences of garment customers.
2. To study the quality preferences of customers.
3. To study the customer preference of garment stores, found on the streets and shopping
malls.
3.3.2: Hypothesis
1. H0: There is no significant difference between purchasing habits of readymade garment
customers.
Ha: There is a significant difference between purchasing habits of readymade garment
customers.
2. H0: The income group of people and spending has no relationship with their purchasing.
Ha: The income group of people and spending is strongly related with their purchasing.
3. H0: There is no relationship between quality and price of the garments
Ha: There is a strong relationship between quality and price of the garments.
4. H0: The buying preference is independent of the gender of the person.
Ha: The buying preferences depend on the gender of the person.
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3.4: The Design
3.4.1: Basic research design
This research is completely an exploratory kind of research where reasons for the changing
buying behaviour towards readymade garment purchases by customers of Indore City are
studied.
3.4.2: Sources of Data
Primary data was collected through questionnaires and Secondary data was collected through
websites and other internet resources.
3.4.3: Research Approach and Contact method
After the formulation of the research problem, a questionnaire was developed to survey on the
problem topic amongst a sample size of 150 participants who were the representation of the
population of Indore City.
After this, the target participants were approached to get the questionnaires filled. The
participants included students, common men, teachers, friends and social network contacts of age
groups earlier mentioned.
They were contacted directly on the streets, in the shopping malls of Indore, in my college
campus, and adjoining colleges of the Takshashila campus, DAVV. Few participants, who were
unable to be physically reached, were also requested to participate in the online survey. The
respondents were taken into confidence not to disclose their details to anyone and their details
will be used for the sole purpose of this research project only.
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3.5: The Sample
3.5.1: Research population
The population of Indore City is the research population for this project work.
3.5.2: Sample unit
The sample unit for this particular research is readymade garments in local markets and those
sold in malls and super marts.
3.5.3: Sample size
The sample size for this research was taken as 150.
3.5.4: Sampling technique
Simple random sampling was used as the sampling technique for this study.
3.5.5: Sample distribution
Age wise distribution consisted of four groups with 5 years interval between each groups; 16-20,
21-25, 26-30 and 31+
Sex wise distribution consisted Males and Females.
3.5.6: Sampling frame and control
The purchase of readymade garments and choice of stores for purchase is the sampling frame in
this research. The readymade garment customers are the control in this research.
A study of buying preferences of Readymade garment customers in Indore City
38
3.6: The Tools
3.6.1: Data collection tools
Primary Data collection through Sampling via questionnaires was used as the sampling tool in
this research.
Secondary data collection through internet resources
3.6.2: Data analysis tools
Data analysis was done through testing of hypothesis. Tests applied were test of significance (z
test) and test for uniformity of data (goodness of fit- chi square test)
Z-test is any statistical test for which the distribution of the test statistic under the null hypothesis can be
approximated by a normal distribution. It is given by:
z = (
Where,
X = Number of objects satisfying the given attributes;
n = Total number of objects (samples);
p = Proportion of objects satisfying the given attributes under the hypothesis;
q = 1‒ p
Under chi square (χ2) test, the value of the test-statistic is given by:
Where,
= Pearson's cumulative test statistic, which asymptotically approaches a distribution.
= an observed frequency;
= an expected (theoretical) frequency, asserted by the null hypothesis;
= the number of cells in the table.
A study of buying preferences of Readymade garment customers in Indore City
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3.7: Ethical Issues in research
The trust of participants is essential to get the correct responses from them. Therefore, the data
was collected by taking the respondents in confidence that their data would be used in project
work only and nothing else.
As far as the collection of responses is concerned, the data collection was a honest process
concluded in a real environment and it is 100% ensured that nothing was manipulated in these
questionnaires.
**************************
A study of buying preferences of Readymade garment customers in Indore City
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CHAPTER 4: STATISTICAL ANALYSIS
In this chapter, the questionnaires are analysed on a statistical basis and testing of hypothesis is
performed. The questions related to the hypothesis are being discussed from a statistical point of
importance with this project. These questions include: the effect of gender on buying
preferences, shopping store preferences for garments, reasons for those preferences, and
approximate price spent while selecting apparels; these all are tested with reference to their
hypothesis and their results are discussed. The data are analysed with the analysis tools
previously mentioned, i.e., the z test and chi square analysis.
A study of buying preferences of Readymade garment customers in Indore City
41
1. Talking about effect of gender on buying preferences, we have the following data:
Sex Number of Responses
Males 63
Females 67
Total 130
Here, the null hypothesis (H0) is taken as:
“The buying preferences are independent of the gender of the person.”
The alternate hypothesis (Ha) is:
“The buying preferences depend on the gender of the person.”
Applying z test for the above data to check the significance of it, we have:
z = (
Here,
X = 67 (Number of objects satisfying the given attributes)
n = 130 (Total number of objects/ samples)
p = 0.5 (Proportion of objects satisfying the given attributes under the hypothesis)
q = 0.5 (1‒ p)
z = (67 130 x 0.5) 130 x 0.5 x 0.5
= (67 - 65) 32.5
= 2 5.70 = 0.35
Thus, calculated value of “z” is 0.35.
The value of “z” from the standard normal curve table at 5 % level of significance is 1.645.
As the calculated value of z is less as compared to the tabulated value of z at 5 % level of
significance, hence null hypothesis is rejected and alternate hypothesis is accepted.
A study of buying preferences of Readymade garment customers in Indore City
42
2. On shopping store preferences for garments, these were the responses:
Choice of stores Number of Responses
Brand outlets 32
Shopping Malls 97
Local Stores 20
Total 149
The null hypothesis (H0) taken in this case is:
“There is no significant difference between purchasing habits of readymade garment customers.”
The alternate hypothesis (Ha) is:
“There is a significant difference between purchasing habits of readymade garment customers.”
To test the goodness of fit of the above data, chi square test is applied below:
Applying chi square (χ2)
test, where the value of the test-statistic is given by:
Here,
O = Observed frequencies
E = Expected frequencies
N = Number of cells in the table.
Category O E O – E (O – E)2 (O – E)
2 / E
Brand outlets 32 50 -18 324 6.48
Shopping Malls 97 50 47 2209 44.18
Local Stores 20 50 -30 900 18
Ʃ (O – E)2
/ E = 68.66
A study of buying preferences of Readymade garment customers in Indore City
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Degree of freedom (n-1) = 3-1= 2
At 5 % level of significance, for Degree of freedom = 2, Chi-square value from the table is
5.99. The calculated value comes out as 68.66.
As the calculated value of chi square is more than the tabulated value at 5 % level of
significance, alternate hypothesis is rejected, and null hypothesis is accepted.
A study of buying preferences of Readymade garment customers in Indore City
44
3. On the reasons for store preferences of customers, these were the responses:
First thing that comes to mind when purchasing clothes Number of Responses
Quality 93
Price 28
Durability 9
Total 130
The null hypothesis (H0) taken in this case is:
“There is no relationship between quality and price of the garments.”
The alternate hypothesis (Ha) is:
“There is a strong relationship between quality and price of the garments.”
To test the goodness of fit of the above data, chi square test is applied below:
Applying chi square (χ2)
test, where the value of the test-statistic is given by:
Here,
O = Observed frequencies
E = Expected frequencies
N = Number of cells in the table.
Category O E O – E (O – E)2 (O – E)
2 / E
Quality 93 43 50 2500 50
Price 28 43 -15 225 5.23
Durability 9 43 -34 1156 26.88
Ʃ (O – E)2
/ E = 82.11
A study of buying preferences of Readymade garment customers in Indore City
45
Degree of freedom (n-1) = 3-1= 2
At 5 % level of significance, for Degree of freedom = 2, Chi-square value from the table is
5.99. The calculated value comes out as 82.11.
As the calculated value of chi square is more than the tabulated value at 5 % level of
significance, alternate hypothesis is rejected, and null hypothesis is accepted.
A study of buying preferences of Readymade garment customers in Indore City
46
4. The approximate price spent while selecting apparels, gave the following responses:
Price spent while purchasing apparel Number of Responses
Under Rs. 2000 68
Rs. 2000 and above 60
Total 128
Here, the null hypothesis (H0) is taken as:
“The income group of people and spending has no relationship with their purchasing.”
The alternate hypothesis (Ha) is:
“The income group of people and spending is strongly related with their purchasing.”
Applying z test for the above data to check the significance of it, we have:
z = (
Here,
X = 68 (Number of objects satisfying the given attributes)
n = 128 (Total number of objects/ samples)
p = 0.5 (Proportion of objects satisfying the given attributes under the hypothesis)
q = 0.5 (1‒ p)
z = (68 128 x 0.5) 128 x 0.5 x 0.5
= (68 - 64) 32
= 4 5.65 = 0.70
Thus, calculated value of “z” is 0.70.
The value of “z” from the standard normal curve table at 5 % level of significance is 1.645.
As the calculated value of z is less as compared to the tabulated value of z at 5 % level of
significance, hence null hypothesis is rejected and alternate hypothesis is accepted.
**************************
A study of buying preferences of Readymade garment customers in Indore City
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CHAPTER 5: RESULTS AND FINDINGS
1: Age wise distribution of responses:
Age Groups Number of responses Response in Percentage
16-20 44 33.85
21-25 59 45.38
26-30 13 10.0
31+ 14 10.77
Total 130 100
Table 5.1: Age wise distribution of responses
Figure 5.1: Age wise distribution of responses
Age Groups
0
10
20
30
40
50
60
16-20 21-25
26-30 31+
Age Groups
Age Groups
A study of buying preferences of Readymade garment customers in Indore City
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2: The percentage of male to female respondents:
Sex Number of Responses Response in Percentage
Males 63 48.46
Females 67 51.54
Total 130 100
Table 5.2: Distribution of respondents on basis of gender
Figure 5.2: Percentage distribution of respondents on basis of gender
Percentage of respondents
Males
Females
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3 (a): When asked about shopping preferences, these were the results:
Like Shopping? Number of Responses Response in percentage
Yes 127 97.7
No 3 2.3
Total 130 100
Table 5.3: Shopping preferences of customers
Figure 5.3: Pie chart showing shopping preferences of customers
97.7 % population stated they like shopping whereas, just 2.3 % wrote they don’t like
shopping.
Like Shopping?
YES
NO
A study of buying preferences of Readymade garment customers in Indore City
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3 (b): With whom do they like to go shopping?
Like Shopping with? Number of Responses Response in percentage
Alone 18 13.85
Friends/Family 112 86.15
Total 130 100
Table 5.4: Preference of respondents to shop alone or with family and friends
Figure 5.4: Pie chart showing the preference of respondents
to shop alone or with family and friends
86.15 % people like to go shopping with their family and friends; and 13.85% said they
prefer shopping alone.
Shopping Preferences
Alone
With Family and Friends
A study of buying preferences of Readymade garment customers in Indore City
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4: The question on frequency of purchasing apparel showed varied responses:
Frequency of Purchase Number of Responses Response in percentage
Once a month 39 30.48
Occasionally 27 21.09
Not specific 62 48.43
Total 128 100
Table 5.5: Frequency of purchasing apparel
Figure 5.5: Pie chart showing frequency of purchasing apparel
30.48 % people chose the option “Once a month”
21.09 % chose “Occasionally”
48.43 % chose “Not specific” as their response.
This NOT SPECIFIC may include either once in every 10-15 days, seasonally, when on
discounts, etc.
Frequency of Apparel purchase
Once a month
Ocassionally
Not specific
A study of buying preferences of Readymade garment customers in Indore City
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5: Shopping preferences of customers for apparel purchase:
Choice of stores while
purchasing apparels
Number of
Responses
Response in
Percentage
Brand outlets 32 21.48
Megastores/Shopping Malls 97 65.1
Local Stores 20 13.42
Total 149 100
Table 5.6: Choice of stores while purchasing garments
This data is indicated with the following pie chart:
Figure 5.6: Pie chart showing choice of stores while purchasing garments
It is quite clear from the above representation that at present, most people prefer shopping malls
and megastores as their shopping destinations for selecting and purchasing apparels.
Choice of stores while purchasing apparels
Brand outlets
Megastores/Shopping Malls
Local Stores
A study of buying preferences of Readymade garment customers in Indore City
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6: The approximate price spent while selecting apparel:
Price spent while purchasing apparel Number of Responses Response in Percentage
Under Rs. 2000 68 53.12
Rs. 2000 to Rs. 5000 53 41.4
Rs. 5000 and above 7 5.47
Total 128 100
Table 5.7: Price spent while selecting apparel
Figure 5.7: Pie chart showing the price spent while selecting apparel
Price spent while purchasing apparel
Under Rs. 2000
Rs. 2000 to Rs. 5000
Rs. 5000 and above
A study of buying preferences of Readymade garment customers in Indore City
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7: Ready-made garments or Dress material:
Selecting Ready made or Dress
Materials
Number of
Responses
Response in
Percentage
Ready Made 74 57.81
Dress Materials 11 8.59
Both 43 33.6
Total 128 100
Table 5.8: Choice of garments
Figure 5.8: Pie chart showing choice of garments
Most people preferred ready-made giving reasons such as: easy fit, availability in desired size,
no tension of getting stitched, goes with fashion, quality, because in ready made purchases,
there is no need to spend time on its stitching, depends on mood and preferences at what time
and what to buy, hassle free, depends on occasion, sometimes in lesser time in hand, we go for
ready made, otherwise for good fitting we go for dress material.
Selecting Ready made or Dress Materials
Ready Made
Dress Materials
Both
A study of buying preferences of Readymade garment customers in Indore City
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8: The first thing that comes to mind when purchasing clothes/garments:
The first thing that comes to mind
when purchasing clothes
Number of
Responses
Response in
Percentage
Quality 93 67.4
Price 28 20.28
Durability 9 6.52
Others 8 5.8
Total 138 100
Table 5.9: Factor preferences while purchasing clothes
Figure 5.9: Pie chart showing factor preferences while purchasing clothes
The other reasons included Appearance.
The first thing that comes to mind when purchasing clothes
Quality
Price
Durability
Others
A study of buying preferences of Readymade garment customers in Indore City
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9: Favourite Shopping destinations in Indore for garments:
Favourite Shopping
destination
Number of responses Responses in Percentage
Sitlamata bazaar 10 3.6
Pakiza stores 22 7.9
G. Sacchanand 8 2.8
Rajwada stores 17 6.1
Max 44 15.9
Reliance Trends 29 10.4
Globus 19 6.8
Pantaloons 46 16.6
Westside 22 7.9
Brand outlets 37 13.4
Others 24 8.6
Total 278 100
Table 5.10: Favourite stores for shopping apparel/clothes
This data is represented by the bar graph and pie chart ahead.
A study of buying preferences of Readymade garment customers in Indore City
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Figure 5.10: Bar graph displaying favourite stores for shopping apparel/clothes
0 5 10 15 20 25 30 35 40 45 50
Sitlamata bazaar
Pakiza stores
G. Sacchanand
Rajwada stores
Max
Reliance Trends
Globus
Pantaloons
Westside
Brand outlets
Others
Favourite Shopping destinations
A study of buying preferences of Readymade garment customers in Indore City
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Figure 5.10 (a): Pie chart displaying percentage of votes for
favourite stores for shopping apparel/clothes
It is clear from the above representation that the interests of modern generation is shifting
towards brand stores and fashion retail outlets found in malls. ‘Pantaloons’ got the maximum
response, followed by ‘Max’.
Reliance’s entry into the fashion retail sector with its own retail store, ‘Reliance Trends’ with
economic range of all kinds of fashion stuff is also now a place of keen importance, mostly in
the youth and mid age segment, as the responses show.
Next preferences are the brand outlets and specialized apparel and fashion accessory stores like
‘Westside’, ‘Globus’ and ‘Pakiza’.
The other options included Fashion at Big Bazaar, Shopper’s Stop, Central, Vishal mega mart.
Favourite Shopping destination
Sitlamata bazaar
Pakiza stores
G. Sacchanand
Rajwada stores
Max
Reliance Trends
Globus
Pantaloons
Westside
Brand Outlets
Others
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10: Reasons for choosing as favourites:
Reasons for choosing as favourites Number of Responses Response in Percentage
Price 36 22.1
Service 38 23.3
Quality 81 49.7
Others 8 4.9
Total 163 100
Table 5.11: Reasons why respondents chose their favourite stores
Figure 5.11: Pie chart showing the reasons why respondents chose their favourite stores
The “other” reasons included:
Sale and heavy discounts, Variety, Uniqueness, Latest fashion, Trendy designs, All Brands under
one roof
Reasons for choosing as favourites
Price
Service
Quality
Others
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11 (a): Purchasing from discount stores/clearance stores:
Ever purchased from Discount stores? Number of
Responses
Response in
Percentage
Yes 21 25
No 63 75
Total 84 100
Table 5.12: Vote for purchases from discount stores
Figure 5.12: Pie chart displaying percentage of votes got for purchases from discount stores
The Discount stores here mean the clearance sale where all the stock of old fashion garments
are heaped together in bulk and people gather there to choose from that bulk. The people mostly
found there are the lower middle class and the lower income group of the society who like to
wear fashion at a low cost. These sales provide them with clothes at quite cheaper rates.
In Indore, mostly these sales are found in areas like MG Road and streets of Jail Road mostly on
Sundays. Other examples include: Ashrafi sale, Hotel Samrat sale, Hotel Surya sale etc.
Ever purchased from Discount stores?
Yes
No
A study of buying preferences of Readymade garment customers in Indore City
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11 (b): Satisfaction with the quality and price:
Price/Quality satisfaction: Number of Responses Response in Percentage
Yes 17 80.95
No 4 19.05
Total 21 100
Table 5.13: Vote for satisfaction/dissatisfaction of purchases from discount stores
Figure 5.13: Percentage of votes for satisfaction/dissatisfaction
of purchases from discount stores
Around 81% of the 25% population who replied that they had purchased from such discount
stores; said they are satisfied with the quality and price found in such stores.
However, 19% of the same population was not satisfied with the price/quality.
Price/Quality satisfaction:
Yes
No
A study of buying preferences of Readymade garment customers in Indore City
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11 (c): Will they go for such stores?
If not, will you go for such stores? Number of Responses Response in Percentage
Yes 10 15.87
No 53 84.13
Total 63 100
Table 5.14: Will the customers give future preference to discount stores
Figure 5.14: Percentage of responses for the question on future preference to discount stores
Around 84% of the 75% population who said they have never purchased from discount stores,
said they won’t go for such stores. However, 16% said they would like to try out such stores.
**************************
If not, will you go for such stores?
Yes
No
A study of buying preferences of Readymade garment customers in Indore City
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CHAPTER 6: SUMMARY AND CONCLUSIONS
6.1: Summary
Coming to the end of this research work, it can be concluded that the preferences of readymade
garment consumers have shifted towards malls and brand outlets, rather than the traditional
stores. The results and analysis also justify the above mentioned point. The Indian apparel and
textile industry contributes a very important role in Indian economy. It is one of the leading
textile industries in the world.
This project helped to study the minds of people and analyse the trends of their shopping clothes.
This involved study of the various categories of people, that is, people who buy from streets, and
those who are inclined towards the super stores and malls, and whether they prefer to change
their buying preference to the other side.
The readymade garment sector in Indore has seen a diverse change over the last decade or so.
Due to the emergence of various malls and thus developing a so called “mall culture” along with
major MNC apparel brands launching their factory outlets and consumer retail stores in different
posh locations of the city, the consumers, especially the youth and mid age segment now has
varied options to choose from in quite economic range with quality and trust of a reputed brand.
One of the reasons why there is still an inclination of the middle income group towards
traditional cloth stores of Rajwada, Sitlamata bazaar, Cloth markets etc., is that they give
considerably lower prices than the brand outlets in the shopping malls, but the quality of such
cheaper stuff is always a question which is difficult to answer. But, stores like Fashion at Big-
bazaar, Max retail, Reliance trends etc., are a tough competition to the local stores with their
economic prices and a better quality than these shops.
Textile or garment industry is the traditional business of the region and it is still an integral part
of Indore economy. There are a number of textile mills in the region and Indore still is the
bastion of wholesale garments. There are a number of firms involved in export of textile and
such business firms contribute a lot to the development of Indore economy.
A study of buying preferences of Readymade garment customers in Indore City
64
6.2: Conclusions
After the study, the following conclusions can be arrived at:
The readymade garment industry is at a boom and there is a craze and high growth
opportunity and demand for the luxury brands in the country.
The purchasing power and income levels of households are increasing and they spend a
lot of their earnings on their looks and appearance.
The consumers are now looking forward to the malls of the city, where all the apparel
purchases along with shopping and entertainment can be done at the same place.
The increasing number of brand outlets and fashion retail outlets at various popular and
posh locations of the city is a reason for the crowd shifting towards these locations for
their purchases.
Latest fashion at budget prices is another reason for the success of the malls and retail
stores.
Also, people want quality apparel in economic prices, which they provide. Whereas the
stuff at local stores lack quality and durability.
Most people prefer shopping in brand outlets at the time of sale and discounts as shown
by their responses.
The lower segment of the society is still somewhat inclined towards the local stores for
most of their garment purchases as these stores provide cheaper stuff at low prices.
However the quality is a matter of concern of these stores.
Also, the discount stores in the city provide imitated material at low rates which looks
quite similar to the branded ones, but still, the quality and durability shows off after a few
washes.
The final conclusion, which the data analysis clearly suggests is that the fashion retail
segment in the city is at boom and people now are trending towards the malls and brand
outlets for their apparel purchasing.
A study of buying preferences of Readymade garment customers in Indore City
65
6.3: Scope for further research
As this research was limited to the audiences and population of Indore city, this research can be
continued as a major research taking whole nation as a reference population to study their
preferences of purchasing readymade garments.
The further research can also be done on the black or gray marketing of foreign brands or big
luxury brands in the city or country with reference to readymade garments, the expensive brands
are brought illegally and sold at lowest prices possible.
Such kind of research can be concluded with other topics of reference such as: branded FMCG
goods, branded versus non-branded agricultural produce, shopping preferences for cell phones
from retail outlets/ brand stores or gray market via importing cheaply. Choice of restaurants for
eating out, whether luxury hotels or other 3 star restaurants etc
Further research on the similar topic can be the impact of luxury apparel brands entering into
India on the weaving, small scale and the handloom sector of the country.
**************************
A study of buying preferences of Readymade garment customers in Indore City
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CHAPTER 7: LIMITATIONS, SUGGESTIONS AND
IMPLICATIONS
7.1: Limitations
While conducting this research work, the following were the major limitations that came forward
as obstacles for smooth working:
Few of the respondents neglected to help, had to face the rude negative response from
them.
The research was limited to the population of Indore City itself, as a further research, this
topic can be taken as a reference for research on the whole of the country.
Senior citizen were unable to be contacted, just got a few respondents which were over
50 years of age.
The working professionals had time constraints, so had to get time fixed for meeting
them.
Some filled questionnaires as if these were a burden put on them, so gave misleading
responses; as a result, these questionnaires were rejected for analysis.
Total sample size was 150, but got 134 filled questionnaires. Total numbers of hard copy
questionnaires submitted were 100 of which 91 were received filled, and online target
were 50 of which 43 got filled.
A study of buying preferences of Readymade garment customers in Indore City
67
7.2: Suggestions
Though this mall culture has taken over the local traditional stores of the city, there is still some
scope, which can be in the form of the following suggestions:
The local retailers to revive their lost sales can come for joint operations with two or
three similar retailers and form a store or a hub like outlet where they can keep branded
garments.
Time to time advertisements for sale and discounts in the print media could help the local
retailers.
The local retailers can set up a brand franchisee outlet to keep branded garments at their
shops.
Time to time updating the stock of garments with the latest trends with reasonable prices.
Trying to provide quality matching to that of the brand outlets
A study of buying preferences of Readymade garment customers in Indore City
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7.3 Implications
The topic for this research work was study of buying preferences of readymade garment
customers in Indore City. At the end of this research work, it can be concluded that the buying
preferences of customers in Indore for purchasing readymade garments have shifted towards the
malls and brand outlets which have changed the scenario of shopping for apparel completely
what it used to be in the past decades.
Earlier, families used to go together along with kids to the garment stores of traditional markets
like Rajwada, etc. for their complete family shopping together. Whereas, in the present scenario,
the college going teens prefer shopping with their college mates and buddies rather than their
families. Though many might still go with their family as well, but they now prefer the malls and
brand outlets for their purchases.
The reasons found out with this research for such shifts in behaviour include, discounts provided
by those stores, quality apparel at affordable price, latest trending fashion updates, and moreover
the choice of malls as purchase destination is also because of the multi utility function of the
malls. People can eat out at the refreshment counters; have fun at the gaming zones, and watch
movies in the multiplexes located there in.
In simple words, malls are turning out as a complete family shopping destination for all; whether
he’s a kid, a teen, youth or an adult and whether the purpose is shop for apparel, watch movies,
play games, hangout with friends, eat in restaurants and what not.
**************************
A study of buying preferences of Readymade garment customers in Indore City
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BIBLIOGRAPHY
1. Growth prospects of the readymade garment industry in India – N Subramanian, MD of
Aristo Impex talks about the future growth prospects of the Indian garment industry,
Retail Biz/ Wednesday, September 23, 2009:
http://www.retailing360.com/article/8/20090923200909231855533902560a372/Growth-
prospects-of-the-readymade-garment-industry-in-India-%E2%80%93-N-
Subramanian.html -last retrieved 12th
April 2012.
2. NIIR project consultancy services: http://www.niir.org/projects/projects/readymade-
garments-textile-amp-textile-auxiliaries-hosiery-spinning-jeans-under-
garments/z,,21,0,64/index.html -last retrieved 12th
April 2012.
3. India’s Textile and Apparel Industry: Growth Potential and Trade and Investment
Opportunities: http://www.usitc.gov/publications/332/PUB3401.pdf -last retrieved 14th
April 2012.
4. Investment and growth in textile industry- a report by steering group- 2003/04:
http://finmin.nic.in/reports/repInvestmentGrowth.pdf -last retrieved 14th
April 2012.
5. The Textile and Apparel Industry in India- Pankaj Chandra-Indian Institute of
Management, Ahmedabad- 2006:
http://www.iimb.ernet.in/~chandra/The%20Textile%20and%20Apparel%20Industry.pdf
–last retrieved 14th
April 2012.
6. Indian Textile Industry: A Growth Perspective”; Mr. Sachit Jain, Vardhman Group
Singapore- 2010:
http://www.cotlook.com/userfiles/file/Singapore%202010/Sachit%20Jain.pdf –last
retrieved 14th
April 2012.
7. Indian Garment Industry: http://www.indianmirror.com/indian-industries/garment.html -
last retrieved 19th
April 2012.
8. Indian Textile Industry: http://en.wikipedia.org/wiki/Indian_Textile_Industry -last
retrieved 19th
April 2012.
A study of buying preferences of Readymade garment customers in Indore City
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9. Diagnostic Study report on readymade garments cluster:
http://www.msmefoundation.org/DSR_temp/Diagnostic%20Study%20Report%20of%20
Readymade%20Garment%20Cluster,%20Indore.pdf -last retrieved 19th
April 2012.
10. India Yearbook 2011.
11. Statistical Analysis: Gupta S.P.
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A study of buying preferences of Readymade garment customers in Indore City
71
APPENDIX
A.1: Sample Questionnaire:
I am Saurabh Shastri, an MBA (Foreign Trade) final year student from School of Commerce,
DAVV Indore. I am conducting a research on the topic “A study of buying preferences of
readymade garment customers in Indore City.”
Please help by filling the below questionnaire for a survey on your choice of stores for
purchasing apparels:
1. Age: (a) 16-20 (b) 21-25 (c) 26-30 (d) 30+
2. Sex: (a) Male (b)Female
3. (i) Do you prefer shopping? (a) Yes (b)No
(ii) How? (a) Alone (b) With family and friends
4. What is your frequency of purchasing apparel for you/ your family?
(a) Once a month (b) Occasionally (c) Not specific
5. Where do you shop often for apparel?
(a) Brand outlets (b) Megastores/Shopping Malls (c) Local stores
6. What is the approximate price you spend while selecting apparel?
(a) Less than Rs. 2000 (b) Rs. 2000-5000 (c) Rs. 5000 and more
7. (i) Do you prefer purchasing readymade garments or dress material?
(a) Readymade (b) Dress Materials (c) Both
(ii)Why?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
A study of buying preferences of Readymade garment customers in Indore City
72
8. What is the first thing that comes to your mind when you go for purchasing
clothes/garments?
(a) Quality (b) Price (c) Durability
(d) Others (Please Specify)
________________________________________________________
9. Which is your favorite amongst these?
(a) Sitlamata bazaar
(b) Pakiza stores
(c) G. Sacchanand
(d) Rajwada stores
(e) Max
(f) Reliance Trends
(g) Globus
(h) Pantaloons
(i) Westside
(j) Brand outlets
(k) Others (please specify)
_______________________________________________________
10. What makes your favorite place special for you?
(a) Price (b) Service (c) Quality
(d) Others (Please Specify)
_______________________________________________________
A study of buying preferences of Readymade garment customers in Indore City
73
11. (i) Have you ever purchased clothes from discount stores (eg. Hotel Samrat sale/ Ashrafi
etc.)
(a) Yes (b) No
(ii) If yes, were you satisfied with the quality and price?
(a) Yes (b) No
(iii) If not, will you go for such stores?
(a) Yes (b) No
THANK YOU!!
A study of buying preferences of Readymade garment customers in Indore City
74
A.2: MS Excel 2007 data analysis of filled Questionnaire responses.
QUESTION No.
1 2 3
4 5 6 3(1) 3(2)
S.No/Option A B C D A B A B A B A B C A B C A B C
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
3 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
4 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
5 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
6 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
7 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
8 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
9 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
10 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
12 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
13 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
14 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
15 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
16 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
17 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
18 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
19 1 1 1 1 1 1 1 1 1 1 1 1 1 1
20 1 1 1 1 1 1 1 1 1 1 1 1 1 1
21 1 1 1 1 1 1 1 1 1 1 1 1 1
22 1 1 1 1 1 1 1 1 1 1 1 1 1
23 1 1 1 1 1 1 1 1 1 1 1 1 1
24 1 1 1 1 1 1 1 1 1 1 1 1 1
25 1 1 1 1 1 1 1 1 1 1 1 1 1
26 1 1 1 1 1 1 1 1 1 1 1 1 1
27 1 1 1 1 1 1 1 1 1 1 1 1 1
28 1 1 1 1 1 1 1 1 1 1 1 1
29 1 1 1 1 1 1 1 1 1 1 1 1
30 1 1 1 1 1 1 1 1 1 1 1 1
31 1 1 1 1 1 1 1 1 1 1 1 1
32 1 1 1 1 1 1 1 1 1 1 1 1
33 1 1 1 1 1 1 1 1 1 1 1
34 1 1 1 1 1 1 1 1 1 1 1
35 1 1 1 1 1 1 1 1 1 1 1
36 1 1 1 1 1 1 1 1 1 1 1
A study of buying preferences of Readymade garment customers in Indore City
75
37 1 1 1 1 1 1 1 1 1 1 1
38 1 1 1 1 1 1 1 1 1 1 1
39 1 1 1 1 1 1 1 1 1 1 1
40 1 1 1 1 1 1 1 1 1 1
41 1 1 1 1 1 1 1 1 1 1
42 1 1 1 1 1 1 1 1 1 1
43 1 1 1 1 1 1 1 1 1 1
44 1 1 1 1 1 1 1 1 1 1
45 1 1 1 1 1 1 1 1 1
46 1 1 1 1 1 1 1 1 1
47 1 1 1 1 1 1 1 1 1
48 1 1 1 1 1 1 1 1 1
49 1 1 1 1 1 1 1 1 1
50 1 1 1 1 1 1 1 1 1
51 1 1 1 1 1 1 1 1 1
52 1 1 1 1 1 1 1 1 1
53 1 1 1 1 1 1 1 1 1
54 1 1 1 1 1 1 1 1
55 1 1 1 1 1 1 1 1
56 1 1 1 1 1 1 1 1
57 1 1 1 1 1 1 1 1
58 1 1 1 1 1 1 1 1
59 1 1 1 1 1 1 1 1
60 1 1 1 1 1 1 1
61 1 1 1 1 1 1 1
62 1 1 1 1 1 1 1
63 1 1 1 1 1 1
64 1 1 1 1 1
65 1 1 1 1 1
66 1 1 1 1 1
67 1 1 1 1 1
68 1 1 1 1
69 1 1 1
70 1 1 1
71 1 1 1
72 1 1 1
73 1 1 1
74 1 1 1
75 1 1 1
76 1 1 1
77 1 1 1
A study of buying preferences of Readymade garment customers in Indore City
76
78 1 1 1
79 1 1 1
80 1 1 1
81 1 1 1
82 1 1 1
83 1 1 1
84 1 1 1
85 1 1 1
86 1 1 1
87 1 1 1
88 1 1 1
89 1 1 1
90 1 1 1
91 1 1 1
92 1 1 1
93 1 1 1
94 1 1 1
95 1 1 1
96 1 1 1
97 1 1 1
98 1 1
99 1 1
100 1 1
101 1 1
102 1 1
103 1 1
104 1 1
105 1 1
106 1 1
107 1 1
108 1 1
109 1 1
110 1 1
111 1 1
112 1 1
113 1
114 1
115 1
116 1
117 1
118 1
A study of buying preferences of Readymade garment customers in Indore City
77
119 1
120 1
121 1
122 1
123 1
124 1
125 1
126 1
127 1
TOTAL 44 59 13 14 63 67 127 3 18 112 39 27 62 32 97 20 68 53 7
A study of buying preferences of Readymade garment customers in Indore City
78
QUESTION No.
7 8 9
S.No/Option A B C A B C D A B C D E F G H I J K
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
3 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
4 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
5 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
6 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
7 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
8 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
9 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
10 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
11 1 1 1 1 1 1 1 1 1 1 1 1 1 1
12 1 1 1 1 1 1 1 1 1 1 1 1 1
13 1 1 1 1 1 1 1 1 1 1 1 1 1
14 1 1 1 1 1 1 1 1 1 1 1 1 1
15 1 1 1 1 1 1 1 1 1 1 1 1 1
16 1 1 1 1 1 1 1 1 1 1 1 1 1
17 1 1 1 1 1 1 1 1 1 1 1 1 1
18 1 1 1 1 1 1 1 1 1 1 1 1
19 1 1 1 1 1 1 1 1 1 1 1 1
20 1 1 1 1 1 1 1 1 1 1 1
21 1 1 1 1 1 1 1 1 1 1 1
22 1 1 1 1 1 1 1 1 1 1 1
23 1 1 1 1 1 1 1 1 1
24 1 1 1 1 1 1 1 1 1
25 1 1 1 1 1 1 1 1
26 1 1 1 1 1 1 1 1
27 1 1 1 1 1 1 1 1
28 1 1 1 1 1 1 1 1
29 1 1 1 1 1 1 1
30 1 1 1 1 1 1
31 1 1 1 1 1 1
32 1 1 1 1 1 1
33 1 1 1 1 1 1
34 1 1 1 1 1 1
35 1 1 1 1 1 1
36 1 1 1 1 1 1
37 1 1 1 1 1 1
38 1 1 1 1 1
A study of buying preferences of Readymade garment customers in Indore City
79
39 1 1 1 1 1
40 1 1 1 1 1
41 1 1 1 1 1
42 1 1 1 1 1
43 1 1 1 1 1
44 1 1 1 1
45 1 1 1
46 1 1 1
47 1 1
48 1 1
49 1 1
50 1 1
51 1 1
52 1 1
53 1 1
54 1 1
55 1 1
56 1 1
57 1 1
58 1 1
59 1 1
60 1 1
61 1 1
62 1 1
63 1 1
64 1 1
65 1 1
66 1 1
67 1 1
68 1 1
69 1 1
70 1 1
71 1 1
72 1 1
73 1 1
74 1 1
75 1
76 1
77 1
78 1
79 1
A study of buying preferences of Readymade garment customers in Indore City
80
80 1
81 1
82 1
83 1
84 1
85 1
86 1
87 1
88 1
89 1
90 1
91 1
92 1
93 1
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
A study of buying preferences of Readymade garment customers in Indore City
81
121
122
123
124
125
126
127
TOTAL 74 11 43 93 28 9 8 10 22 8 17 44 29 19 46 22 37 24
A study of buying preferences of Readymade garment customers in Indore City
82
QUESTION No.
10 11
11(1) 11(2) 11(3)
S.No/Option A B C D A B A B A B
1 1 1 1 1 1 1 1 1 1 1
2 1 1 1 1 1 1 1 1 1 1
3 1 1 1 1 1 1 1 1 1 1
4 1 1 1 1 1 1 1 1 1 1
5 1 1 1 1 1 1 1 1 1
6 1 1 1 1 1 1 1 1 1
7 1 1 1 1 1 1 1 1 1
8 1 1 1 1 1 1 1 1 1
9 1 1 1 1 1 1 1 1
10 1 1 1 1 1 1 1 1
11 1 1 1 1 1 1 1
12 1 1 1 1 1 1 1
13 1 1 1 1 1 1 1
14 1 1 1 1 1 1 1
15 1 1 1 1 1 1 1
16 1 1 1 1 1 1 1
17 1 1 1 1 1 1 1
18 1 1 1 1 1 1
19 1 1 1 1 1 1
20 1 1 1 1 1 1
21 1 1 1 1 1 1
22 1 1 1 1 1
23 1 1 1 1 1
24 1 1 1 1 1
25 1 1 1 1 1
26 1 1 1 1 1
27 1 1 1 1 1
28 1 1 1 1 1
29 1 1 1 1 1
30 1 1 1 1 1
31 1 1 1 1 1
32 1 1 1 1 1
33 1 1 1 1 1
34 1 1 1 1 1
35 1 1 1 1 1
36 1 1 1 1 1
37 1 1 1 1
38 1 1 1 1
A study of buying preferences of Readymade garment customers in Indore City
83
39 1 1 1
40 1 1 1
41 1 1 1
42 1 1 1
43 1 1 1
44 1 1 1
45 1 1 1
46 1 1 1
47 1 1 1
48 1 1 1
49 1 1 1
50 1 1 1
51 1 1 1
52 1 1 1
53 1 1 1
54 1 1
55 1 1
56 1 1
57 1 1
58 1 1
59 1 1
60 1 1
61 1 1
62 1 1
63 1 1
64 1
65 1
66 1
67 1
68 1
69 1
70 1
71 1
72 1
73 1
74 1
75 1
76 1
77 1
78 1
79 1
A study of buying preferences of Readymade garment customers in Indore City
84
80 1
81 1
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
A study of buying preferences of Readymade garment customers in Indore City
85
121
122
123
124
125
126
127
TOTAL 36 38 81 8 21 63 17 4 10 53
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