Harpreet Singh
Assistant Professor, PIET for
Women, Patiala
Ella Mittal
Assistant
Professor, UCoE, Punjabi University, Patiala
Abstract
The
behaviour and interest of consumers has been consistently changing over past
few decades as apparel and fashion industry has transformed in India recently.
The present study explores the brand selection and store selection behaviour of
female consumers in Chandigarh (tri-city) area. The study examines the factors
influencing the brand and store selection behaviour of female consumers and the
effects of Age, Income and Place of Residence on the factors affecting their
behaviour. The primary data has been collected by distributing questionnaire to
150 consumers in various markets of tri-city (Chandigarh). The study will serve
as a tool to get information regarding preferences and factors affecting choice
of female consumers for new as well as existing companies to frame brand and
other marketing strategies.
Keywords: Behaviour,
Apparel, Brand, Preference, Strategies.
Introduction:
Strong brands are a powerful asset
and commonly used to extend product lines to expand the scope and distribution
of the company. It is a name, term, design, symbol or any other feature that
distinguishes an organization or product from its competitors, while branding
is a set of marketing and communication methods that help to differentiate the
company or product. The brand indicates quality, originality, validity and
product differentiation. Hence, with proper execution, a brand can be a
powerful asset for new product development.
Shopping
is a day to day activity, which includes selecting the store and type of item
to be purchased. The clothing preference reflects the culture, life style,
standard of living and growth in an economy. Individually as a form of
non-verbal communication it reflects the wearer's identity. The behaviour and
interests of the consumer especially female consumers has been changing over
the years due to increasing number of available variety of products, stores and
brands in the market. The fashion, living standard and life style and spending
habits have also changed during recent period. So, the trends regarding brand
selection and store selection by the consumers has become more complicated or
diverse, especially in case of fashionable products. Everyone has his/her own
attitude towards shopping as someone may see it as an entertainment, leisure
activity and an opportunity to spend time with friends while for someone it may
be a necessity or even a boredom or torture.
The present study has been conducted
to determine the preference and behaviour of consumer's towards clothing, both
in terms of type of cloth and type of brand, as large variety of Indian and
foreign brands are available in market. Further, the major factors like
friends, family and celebrities' etc. that have an impact on purchase decisions
have been analysed. Shopping malls, company showrooms and multi-brand showrooms
have emerged recently in India. Further, by analysing factors which affect
store selection behaviour the major factors were identified. As the demographic
profile (Age, Income and Residence Area) also affect the preferences and perception
of human beings, so present study also attempts to explore the effect of female
consumer's demographic profile on brand and store choice.
Chandigarh is a city as well as
Union Territory of India, which serves as the capital of the states of Haryana
and Punjab. The metropolitan of Chandigarh-Mohali-Panchkula collectively is
known as Tri-city with a population of over 2 million. It is one of the early
planned cities in India and internationally known for its architecture and
urban design popularly known as city beautiful. The city is known for its high
literacy rate, human development index, standard of living, per capita income
and developed fashion market. There exist many shopping points or markets and
availability of almost every kind of clothes and clothing brand. So it can be considered the best place to
study the brand and store selection behaviour of consumers towards clothing in
northern India as people from all the parts of the country come for shopping in
Chandigarh.
Review of Literature:
Jantan
M. and Kamaruddin A.R. (1999) examined the factors that are salient to store
image in determining the choice of retail outlets in the island of Penang,
Malaysia. The findings revealed that five attributes of store i.e. image,
location, merchandise, price and service emerged as salient attributes, having
a bearing to determine store patronage and further it was found that location
and service have a strong impact on consumer's store choice.
Venkateswaran
P.S., Ananthi N., et.al. (2011) studied the influence of brand loyalty on
apparel buying behaviour of consumers at Dindigul. The researchers opined that
branding communicates several meanings to the consumer, which include the
attributes, benefit, value, culture, personality and user. The study indicated
strong correlation between brand name/brand image and brand loyalty and
significant relationship between factors like brand name, product quality,
price, store environment and brand loyalty.
Prasad
G.H.S. (2014) analysed the customer's buying behaviour and underlying factors
determining the customer's buying behaviour at a selected apparel retailer. The
study is based on primary data collected from 100 customers of selected apparel
retailers in Hyderabad. The research found that customers gave high priority
for availability of latest designs, availability of options, shopping for
middle class and convenience of pick up. The major factors affecting buying
behaviour are shopping as social compliance and for discount, value for money
and family shopping.
Hassan
S.T., Hurrah B.H. and Lanja A. (2014) examined the factors that dominate in
buying behaviour of youth of Jalandhar city for apparel along with
investigating the relation between purchase behaviour of youth with the consumer
attributes and personal characteristics. The research found that majority
people wear branded clothes because it provides more quality and value for
money and price is less important as compared to quality and comfort for
people. However, the people are not very loyal towards branded clothes and
fashion, family and friends influence most consumers regarding their brand
choice.
Erdil
T.S. (2015) investigated the effects of price, brand image and perceived risk
on store image and purchase intention of consumers' in apparel sector. The
findings of the paper shows direct effect of price image, brand image and perceived
risk on purchase intention and mediating effect of store image on the
relationship between price image and risk perception and purchase intention.
Tiwari
G. (2015) studied the attributes and preference of young girls buying decision
in case of Kurties. The Study is based on primary data including sample of 100
girls of 18-22 years age group from Jaipur city. The study shows price and
quality as major attribute as it strongly affects the purchasing decision of
young girls. Further, use of fabric in kurties and embroided kurties are major
preference of young girls, as it reflects elegance in dressing style.
Narayana
L. and Sreenivas D.L. (2016) investigated the relationship between the factors
that affect the buying behaviour towards branded apparels in Bangalore
city. The paper concluded that there is
positive significant relationship between reference group, store attributes,
income of respondents, occupation and consumer purchase intention and consumer
buying behaviour.
Objectives of the Study:
The
main aim of the study includes:
1. To
study the behaviour of female consumers regarding brand and store selection
towards apparel
2. To
study major factors affecting brand selection behaviour of female consumers
towards clothing.
3. To
study major factors affecting store selection behaviour of female consumers
towards clothing.
4. To
study the effect of demographic factors (Age, Income and Place of Residence)
that affect the brand and store selection behaviour of female consumers towards
clothing.
Research Methodology:
Research
Design:
The research study has been designed
to explore the female consumer's behaviour while selecting the brand and store
for clothing in Chandigarh the capital city of Punjab and Haryana. This kind of
study has not been conducted by any researcher over the female consumers of the
city Chandigarh (Tri-city). So the research is said to be exploratory in nature.
It aims to explore brand and store selection behaviour of female consumers
towards clothing and effect of their demographic profile over their opinions.
Data
Collection and Sampling:
The primary data has been collected
by using a closed ended questionnaire and secondary data has been used to
identify major factors effecting consumer behaviour towards clothing which have
been considered in the study. The questionnaire was based on previously
available literature and includes the questions and factors previously used by
various researchers. The sample frame consists of the female customers. The
markets included were Sector 17, Sector 22, Elante Mall in Chandigarh. Further
50 female consumers were selected on convenience bases from each market for
filling the questionnaire, making the total sample of 150 respondents. The
distribution or demographic profile is given below in the table.
Table 1
Demographic Profile of Respondents
|
|||
|
No. of Respondents
|
Percentage
|
|
Age
|
18-30
|
118
|
78.7
|
30-45
|
24
|
16
|
|
45 and Above
|
8
|
5.3
|
|
Family Income (Annually)
|
Upto 2 Lakhs
|
42
|
28
|
2-4 Lakhs
|
39
|
26
|
|
4-6 Lakhs
|
31
|
20.7
|
|
Above 6 Lakhs
|
38
|
25.3
|
|
Residence
|
Mohali
|
29
|
19.3
|
Panchkula
|
19
|
12.7
|
|
Chandigarh
|
24
|
16
|
|
Any Other
|
78
|
52
|
Data
Analysis:
The data has been analysed using the
common measures such as frequency, percentage to study the preferences of
consumers. To identify the important factors affecting the brand and store
choice behaviour responses were recorded on 5 point likert scale. The
dimensions used were always, mostly, sometimes, rarely and never. The weighted
mean was calculated by giving weights such as always =5, mostly=4, sometimes=3,
rarely=2 and never=1. To measure the opinion of respondents regarding some
statements the points are taken as strongly agree=5, agree=4, neither agree nor
disagree=3, disagree=2 and strongly disagree=1.
As the critical p-value of
Shapiro-Wilk test is very less i.e. 0.000, it indicates that data is not
normally distributed. So, the non-parametric test i.e. Kruskal Wallis H test
was used to determine the difference between the opinions of respondents from
different age, income and place of residence.
Scope
of Research:
The area of study was limited to the
female consumers in Chandigarh (Chandigarh, Mohali, Panchkula) city only. The
study measured only the major factors, which affect the purchasing behaviour
and store selection behaviour of female consumers, which are identified from
the previous literature available in this field. To study the factors affecting
brand choice, the factors such as Quality, Price, Brand Popularity, Promotional
Offers, Advertisement Message, Easy Availability, Past Experience with Brand
and Variety has been considered. Store related factors such as Easily
Accessible Location, Attractive Layout, Past Experience of Store, Availability
of Multi-Brands, Sales Promotion Activities, family Choice, Good Display,
Reputation of Store, and Provision for Credit, Acceptance of Debit / Credit
Card and Friendly Staff were analysed. Further studies can be conducted in the
same field by considering more factors and in other geographical areas.
Analysis
of Data:
Brand Selection Behaviour of
Female Consumers and Effect of Age, Income and Place of Residence on the
Factors Affecting their Behaviour
The table below provides detailed
analysis of data by using frequencies, percentage and weighted mean of
responses, of female consumers to know the brand selection behaviour of females
in clothing. The weighted mean has been calculated by using 5 point Likert
scale i.e. always, mostly, sometimes, rarely and never where maximum weight is
given to always i.e. 5.
Table 2
Clothing Item Like to Wear
|
||
Type
|
No. of Respondents
|
Percentage
|
Indian
|
81
|
54
|
Western
|
69
|
46
|
Table 2, Indicates that majority of
respondents (54%) would like to wear Indian clothes. However the difference
between the respondents who like to wear Indian and western clothes is not very
large.
Table 3
Kind of Clothes Buy
|
||
Type
|
No. of Respondents
|
Percentage
|
Branded
|
20
|
13.3
|
Non-Branded
|
18
|
12
|
Both
|
112
|
74.7
|
Table 3 shows that most of the
respondents (74.7%) preferre to buy both branded and non-branded clothes and
secondly (13.3%) of respondents buy only branded clothes, which further show
that large percentage of respondents prefer branded clothes.
Table 4
Type of Brand Buy
|
||
Type
|
No. of Respondents
|
Percentage
|
Indian
|
29
|
22
|
Imported
|
20
|
15.2
|
Both
|
83
|
62.8
|
Table 4, shows that among the types
of brands available in the market, most of the female respondents i.e. 62.8% purchase both Indian and imported
brands followed by 22% going only for Indian brands. This indicates a
difference of large percentage for particular type of brand.
Table 5
Brand Names Come
in Respondents Mind
Brand Name
|
No. of Respondents
|
Percentage
|
Madame
|
27
|
20.4
|
Zara
|
18
|
13.6
|
Nike
|
13
|
9.8
|
UCB
|
12
|
9
|
Gucci
|
12
|
9
|
Tommy Hilfiger
|
12
|
9
|
Lifestyle
|
12
|
9
|
Levis
|
10
|
7.5
|
Adidas
|
9
|
6.8
|
Puma
|
9
|
6.8
|
When the respondents were asked
about the brand name that came in their mind, about 60 brands names were given,
out of which the list shown above in the table 5, were the most popular brands
among the female consumers. The highest number of respondents preferred Madame
followed by Zara, Nike, UCB, Gucci, Tommy and lifestyle.
Table 6
Source of Getting Information about
Brand
|
||
Source
|
No. of Respondents
|
Percentage
|
Advertisement
|
41
|
31
|
Company Website
|
12
|
9
|
E-Commerce
|
15
|
11.3
|
Retailers
|
5
|
3.7
|
Social Website
|
40
|
30.3
|
Family/ Friends
|
53
|
40.2
|
Table 6, reveals that most of the
respondents got information about clothing brands from their family/ friends
i.e. 40.2%. Secondly, advertisement and social websites are the main sources of
getting information about clothing brands available in the market having almost
equal percentage of responses.
Table 7
Average One Time Expenditure
|
|||
Type
|
No. of Respondents
|
Percentage
|
|
Upto 1500
|
27
|
20.5
|
|
1500-2500
|
46
|
34.8
|
|
2500-4000
|
35
|
26.5
|
|
Above 4000
|
24
|
18.2
|
|
Table 7 shows that highest
percentage (34.8%) of respondents answered that their one time expenditure on clothing
were Rs 1500- 2500, which indicates their ability to spend and preference to
spend. Followed by the number of response for Rs 2500-4000.
Table 8
Persons Influence in Buying Brand
|
||||
Person
|
Weighted Mean
|
p-value (Age)
|
p-value (Income)
|
p-value (Residence)
|
Friends
|
3.18
|
0.005
|
0.135
|
0.003
|
Celebrity
|
2.39
|
0.001
|
0.008
|
0.154
|
Family Member
|
3.23
|
0.247
|
0.321
|
0.071
|
None
|
2.65
|
0.674
|
0.023
|
0.553
|
Table 8, indicates the highest
weighted mean for family members, which implies that female consumers are
highly influenced by family members while purchasing the branded clothes as
compared to their friend and celebrities. On the other hand respondents are
least influenced by celebrities, while purchasing branded clothes. Further,
Kruskal Wallis test results show that there is significant difference in
opinion of respondents from different age groups for friends and celebrities.
There is a significant difference between the responses of respondents from
different income group for celebrities and in the opinion of respondents from
different place of respondents for friends at 5% level of significance (as
p-value < 0.05). It indicates significant effect of age, income and place of
residence over the opinions regarding the influence of these different factors.
Table 9
Factors Affects Brand Choice
|
||||
Factors
|
Weighted Mean
|
p-value (Age)
|
p-value (Income)
|
p-value (Residence)
|
Quality
|
4.63
|
0.486
|
0.988
|
0.302
|
Price
|
3.47
|
0.093
|
0.401
|
0.275
|
Brand Popularity
|
3.18
|
0.432
|
0.001
|
0.426
|
Promotional Offers
|
2.53
|
0.796
|
0.178
|
0.263
|
Advertisement Message
|
2.34
|
0.407
|
0.001
|
0.139
|
Easy Availability
|
3
|
0.382
|
0.001
|
0.001
|
Past Experience with Brand
|
3.59
|
0.865
|
0.007
|
0.258
|
Variety
|
3.59
|
0.918
|
0.554
|
0.178
|
Table 9, shows highest weighted mean
for quality, which implies quality as the most important factor which affects
female consumers brand choice, followed by past experience with brand and
variety having equal weighted mean and price as fourth important factor. It
further shows that advertisement message has least effect on females brand
selection regarding clothes. Further analysis shows that age does not have
effect over the opinions of respondents regarding any factor. However, income
has significant effect on the opinion of respondents regarding brand popularity;
advertisement message and past experience with brand (As p-value < 0.05) and
place of residence has significant effect on the responses of respondents
regarding easy availability, at the 5% and 1% level of significance both (as
p-value < 0.05 and 0.01 both).
Table 10
Buy Particular Brand
|
||
|
No. of Respondents
|
Percentage
|
Yes
|
23
|
17.4
|
No
|
109
|
82.6
|
Table 10, indicates that only 17.4%
respondents buy particular brand of clothes. Further when they were asked
whether they bought a particular brand or not, it was found that most of the
female consumers(82.6%) were not brand loyal as they do not buy a particular
brand every time.
Table 11
What Does Brand Gives to Respondents
|
||
|
No. of Respondents
|
Percentage
|
STATUS
|
4
|
17.3
|
SATISFACTION
|
20
|
86.9
|
VALUE FOR MONEY
|
5
|
21.7
|
PRAISE FROM FRIENDS
|
1
|
4.3
|
When the respondents who bought a
particular brand were asked what does a brand give them, most respondents
(86.9%) answered that they bought a particular brand because brand gave them
satisfaction, followed by the value for money (21.7%). This shows that these
are the important factors for brand loyalty.
Store Selection Behaviour of Female
Consumers and Effect of Age, Income and Place of Residence on the Factors
Affecting their Behaviour
Table 12
Place Preferred to Buy Clothes
|
No. of Respondents
|
Percentage
|
NEARBY MARKET
|
53
|
35.3
|
MAIN MARKET
|
83
|
55.3
|
OTHER CITY
|
19
|
12.6
|
Table 12 shows that more than half
i.e. 55.3 per cent respondents would prefer to buy clothes from main market,
while a very low percentage of respondents went to other city for shopping. It
may be because Chandigarh is a big city and every type of clothes and brands
are available there.
Table 13
From Where Respondents Purchase Cloths
|
||
|
No. of Respondents
|
Percentage
|
SMALL RETAIL STORES
|
39
|
26
|
SHOPPING MALLS
|
80
|
53.3
|
COMPANY SHOWROOMS
|
13
|
8.6
|
SINGLE BRAND SHOWROOM
|
9
|
6
|
MULTI-BRAND SHOWROOM
|
47
|
31.3
|
When the respondents were asked
about the type of retailers from where they bought clothes, a large percentage
of respondents (53.3%) preferred shopping malls as indicated in table 13,
followed by multi-brand showrooms and small retail stores respectively. A very
low percentage of respondents bought from single brand showroom, which
indicates that shopping mall is the preference of majority of female consumers.
Table 14
Distance Travel to Purchase Clothing
|
||
|
No. of Respondents
|
Percentage
|
Less Than 2Km
|
13
|
8.7
|
2 to 5Km
|
54
|
36
|
5 to 10Km
|
39
|
26
|
Above 10km
|
44
|
29.3
|
Table 14 reveals that highest percentage of
respondents (36%) travel from 2 to 5 Km for buying clothes, secondly 29.3% of
respondents travel more than 10 Km to buy clothes in Chandigarh. This indicates
willingness of female consumers to travel for apparel.
Table 15
Factors
Influence Store Choice for Clothing
|
||||
Factors
|
Weighted Mean
|
p-value (Age)
|
p-value (Income)
|
p-value (Residence)
|
Easily Accessible Location
|
3.54
|
0.428
|
0.194
|
0.036
|
Attractive Layout
|
3.2
|
0.001
|
0.019
|
0.813
|
Past Experience of Store
|
3.56
|
0.177
|
0.002
|
0.453
|
Availability of Multi Brands
|
3.54
|
0.001
|
0.085
|
0.791
|
Promotion Activities
|
2.76
|
0.214
|
0.001
|
0.014
|
Good Display
|
3.23
|
0.036
|
0.357
|
0.094
|
Family Choice
|
3.43
|
0.029
|
0.003
|
0.471
|
Reputation of Store
|
3.41
|
0.454
|
0.335
|
0.547
|
Provision for Credit
|
2.46
|
0.268
|
0.003
|
0.066
|
Acceptance of Debit/Credit Card
|
2.82
|
0.003
|
0.022
|
0.227
|
Friendly Staff
|
3.24
|
0.189
|
0.844
|
0.002
|
Advertisement and Sales Promotion Activities
|
2.89
|
0.032
|
0.001
|
0.664
|
Table 15 shows highest weighted mean
for past experience of store (3.56), which implies past experience is the most
important factor that influences the store selection decision of the female
consumer in Chandigarh, followed by easily accessible location and availability
of multi-brand having equal (3.54) weighted mean. However provision for credit
has least weighted mean, i.e. it has lowest influence over the store selection
decision as compared to other factors. Further, the Kruskal Wallis test results
show that there is significant difference between the opinion of respondents
from different age groups for attractive layout, availability of multi-brands,
good display, family choice, acceptance of debit/ credit card and advertisement
and sales promotion activities at 5% level of significance. There exists
significant difference between the opinions of respondents from various income
groups for attractive layout, past experience, promotion activities, family
choice, provision of credit, acceptance of cards and advertisement. There is
significant difference in the opinion of respondents from different place of
residence, for easily accessible location, promotion activities and friendly
staff.
Table
16
Buying From Particular Store
|
||
|
No. of Respondents
|
Percentage
|
Yes
|
43
|
28.7
|
No
|
107
|
71.3
|
When the respondents were asked
whether they buy from particular store or not, most of the respondents (71.3%)
said they do not shop from a particular store. It shows that majority of
consumers are not store loyal in Chandigarh.
Table 17
How Long Have Been Purchasing from
Particular Store
|
||
|
No. of Respondents
|
Percentage
|
From Past 1 Year
|
16
|
37.2
|
1-3 Years
|
17
|
39.5
|
More Than 3 Years
|
10
|
23.3
|
The respondents who bought from a
particular store were asked, since how long they have been purchasing from the
same store, highest percentage of respondents answered from 1-3 years and
lowest percentage of respondents answered for more than 3 years.
Table 18
Agreement Regarding Some Statements
|
||||
Statements
|
Weighted Mean
|
p-value (Age)
|
p-value (Income)
|
p-value (Residence)
|
Good Looking Shops Provide Good Quality
|
3.11
|
0.884
|
0.125
|
0.215
|
Good Looking Shops are Costlier
|
3.5
|
0.375
|
0.294
|
0.017
|
Good Brands Improve Your Status
|
3.46
|
0.036
|
0.021
|
0.303
|
Good Brands are Costlier
|
3.7
|
0.818
|
0.325
|
0.747
|
Table 18 shows that weighted mean
for all the statements are more than 3, i.e. they agree with these statements,
as their answer lies between agree and neither agree nor disagree. However good
brands are costlier and have highest weighted mean while good looking shops,
provide good quality and so have lowest weighted mean. The Kruskal Wallis test
results show that age and income have significant impact over the opinion of
respondents regarding the statement that good brands improve your status. The
place of residence of respondent has significant effect over the opinion,
regarding the statement that good looking shops are costlier.
Findings:
v Majority
of the respondents like to wear Indian clothes and most of the respondents
purchase both the branded and non-branded clothes in Chandigarh.
v Most
of the respondents buy both Indian and imported brands, followed by Indian
brands only regarding clothing items. Madame and Zara are the famous brands
among the consumers.
v Majority
of respondents get information from family/ friends about clothing brands. Advertisement
and social websites also play an important role by providing information to
consumers regarding clothing brands.
v Family
members influenced the respondents the most, while making brand choice
decision. Factors such as age, income and place of residence do not have
significant impact over the opinion in comparison to the influence of family
member.
v Quality
was most important factor affecting the brand choice decision of respondents,
followed by past experience with brand and variety and price came later. This
shows that consumers are willing to pay more for good quality and better
variety. Only income of respondent has significant effect over the opinion of
respondents regarding past experience with brand.
v Majority
of respondents are not brand loyal. However who are loyal, are loyal because
the brand which they buy, gives them satisfaction.
v Majority
of respondents purchase clothing item from main market and shopping malls are
most famous outlets among the respondents, from where respondents like to shop
for clothes. The respondents are willing to travel 2-5 km or even more than 10
km for the same.
v Past
experience of store is the most important factor that effects the store choice
decision of respondents and only income has significant effect over the opinion
of respondents regarding this. The second most important factor affecting store
choice is easily accessible location and availability of multi-brands.
v Majority
of respondents are not store loyal, however out of the respondents who are
loyal, majority were purchasing from 1-3 years from the same store.
v Most
of the respondents agree with the statement that good brands are costlier and
good looking shops are costlier. The respondents from different place of
residence have different opinion regarding the statement that good looking
shops are costlier.
Conclusion:
The research showed that largest
percentage of shoppers in Chandigarh (Tri-city) is of young girls, who may be
students or newly married females. Female consumers were quiet aware about
clothing brands through their family and friends. Social media also plays a
vital role, in providing awareness to them. The analysis shows that the females
are very very quality conscious as compared to price. This implies they are
willing to pay high prices, for good quality and they want to try new brands
and stores every time, as most of the consumers are not loyal for the brands
and stores. Now day's big shopping malls or shopping centres are preferred by
customers, for shopping of clothing items since shopping there is more
pleasurable or enjoyable. The retailers have to provide good after sale
services and have to maintain long term relationship with consumers, as past
experience with store is the main determinant for consumer's store selection
behaviour. The study suggests that young girls form a large mass of female
consumers in the markets of Chandigarh (Tri-city), so the marketers should
understand their needs, preferences and trends to increase sales and to compete
with competitors in the market.
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