i

Click and MortarVs. Brick and Mortar

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A Study of Consumer Perspectives

Aim: To analyse the consumer perspective towards Click and Mortar & Brick and Mortar models of apparel retail in India. Objectives: 1) To analyse consumer buying behaviour towards Click & Mortar and Brick & Mortar models of retailing. 2) To determine the significance of demographic factors (such as age group, gender and education) {that influences the Indian consumer perspectives towards the two models of retailing. Theoretical aspect} 3) To study the market trends and patterns (PESTLE) of apparel retail sector in India in past three years under the two models of retailing. 4) To provide recommendations about the choice of suitable model of apparel retailing in India which attracts more number of consumers. Keywords: Consumer Behaviour, click and mortar, brick and mortar, Indian apparel industry

REVIEW OF LITERATURE : 1.1 Consumer Buying Behaviour on Apparel Consumer behaviour research is the scientific study of the processes use to select, secure, use and dispose of products and services that satisfy their needs. Knowledge of consumer behaviour directly affects marketing strategy(Susana Azevedo and Madalena Pereira and Jo~ao Ferreira and, November 2008). The reason behind it is the marketing concept because the idea is to satisfy consumer needs. Firms can satisfy those needs only to the

extent that they understand their customers. For this reason,marketing strategies must incorporate knowledge of consumer behaviour into every facet of a strategic marketing plan(Susana Azevedo and Madalena Pereira and Jo~ao Ferreira and, November 2008) Abercrombie mentioned that happening consumption culture is contemporary therefore the evolving scenario of the consumption pattern over a period of time propels retailers to spotlight on consumers perceptions, attitudes and buying behaviour(Riteshkumar Dalwadi, April - August 2010). It has always been difficult for the practionersto analyse as the human behaviour is composite and filled with embroilment. There is a wide spread recognition that consumer behaviour is the key to contemporary marketing success(Hawkins, 2003) Consumer behaviour has been legitimized in marketing for it provides the conceptual framework and strategic thinking for carrying out successful segmentation of market(Schiffman, 2000). Hence, this area of consumer behaviour is distinguished with distinctiveness of different ideas and viewpoints. Different consumers are generally found with different needs and wants because they have adopted certain consumption pattern. Their needs and wants are based on demographics, their working patterns, their income and level of expenditure, occupation, their lifestyle and changes in it , their shopping behaviour, motivations and objectives, their buying process and changing consumer needs.But understanding consumer behaviour is incomplete until describing how consumers make choices(Riteshkumar Dalwadi, April - August 2010) To understand how consumers make choices it is important to know the variables that influences consumers behaviour of apparel shopping and leads them to the decision making process.Why do people shop? There are lot of factorsthat influence shopping amongst, some are related to personal motivations and some are related to purchasing of products. Hence, it becomes necessary for the retailers to research and study what make consumers highly satisfied. Consumer shopping behaviour of apparel is not just influenced by a single variable but on a large basis by number of variables. Many of them can be

considered as conscious and rest as subconscious. Hence, apparel consumer behaviour should be studied and discussed because the decisions related to the apparel are different while making decisions related to other products. The need for a theoretical base for research and the importance of contributing to theory building in the fields of Consumer Behaviour and Clothing have been emphasised by several practitioners(PREEZ, 2003) (De Klerk, 1999)stated that researchers should place issues and concepts in the context of a theoretical framework in order to contribute to the understanding of markets, consumers and marketing dynamics.(Damhorst, 1991)is of the opinion that models and the theories are equally important to scientific progress.

Development of theory generally becomes disorganized and ineffectual without models of the process. Theory is a set of related or internally consistent propositions that explain,interpret,describe or predict a phenomenon in a highly simplified manner in order to be applied to a large number of phenomena(Damhorst, 1991). A model is also helpful to arrange the components of a process and relationship amongst the components are determined and presented visually. Models serve as maps of what makes up a specific phenomenon,whereas theories explain why and how the parts of system or process interact and function in the manner they do(Damhorst, 1991)((Loudon, n.d.) The objectives for developing a model aims at recognizing different variables that influences apparel shopping behaviour, stress on the fact that the apparel shopping behaviour process is complex with lot of variables influencing the result and to contribute to the theory framework in the area of Consumer behaviour and Clothing. The variables presented below in the model influences the consumer decision making process which as a result turns into specific apparel shopping behaviour.

APPAREL SHOPPING BEHAVIOUR MODEL

The above conceptual model gives the view of different variables that influence the apparel shopping behaviour and thus assists in the strategic marketing plans(PREEZ, 2003)The use of model could enhance the

understanding of apparel consumer behaviour, as it takes cognisance of key variables that influence buying behaviour(PREEZ, 2003) Socio cultural influences, lifestyle, culture, shopping orientation, demographics,patronage behaviour, the product,place and distribution are some of the variables that forms perception and impact on the consumer decision making process. Consumers generally get aware about brands through various modes of communication like advertisement, magazines, business talks, promotions and word of mouth. Once consumers are aware about the brands, their process of buying decision is directed by the perception of the brand that they gained information about. Consumer perception is therefore a study of an element of unconscious process of customer behaviour because consumers tend to make their decision on the basis of what they perceive it is necessary to express the term perception and correlated concepts that influence consumers to buy. (Schiffman, 2000)described perception as the process by which an individual selects,organizes and interprets stimuli into a meaningful and coherent picture of the world.Perception is also defined as, `A process through which consumers make sense out of the world. In a broad sense, Wilkie mentioned that the topic of perception is concerned with the translation from the external, physical world to the internal, mental world that each of us actually experiences. There has been lot of past studies which have studied and discussed consumer behaviour. As it is known that consumer behaviour is ever evolving field of study (Riteshkumar Dalwadi, April - August 2010)and this is an effort to understand their attitudes, buying behaviour and perception towards online and in store shopping in Indian apparel industry. 1.2 Indian Apparel Market India has experienced considerable social and economic change in recent years creating an efficient market for retailers; also its emerging economy is one of the fastest across the globe. The Indian economy is booming, with an average GDP growth rate of 4.5 percent between 1997 and 2000. (unicef, access opp) and is expected to be the worlds third largest economy after the USA and China

by 2050(Dadush, 23 February 2010).The GDP of India is growing at 7.5 percent annually ,and there is potential for further growth(Prahalad, January 2007). The Indian retail market is the fifth largest retail market in the world; it has been ranked the second most attractive emerging marketfor investment in the retail sector( atkearneys deter). Almost 21 billion people are employed in the retail industry in India and it is ranked number five amongst 30 developing countries under Global retail development Index (by Kearney study 2006 retail scene). India has the highest density if retail outlets in the whole world with more than 15 million outlets as compared to 9,00,000 in America, a comparatively enormous size and scale(Jaya Halepete, n.d.).Favourable demographic and psychographic changes relating to Indias consumer class,international exposure,availability of quality retail space, wider availability of products and brand communication are some factors that are driving retail in India(images 2009 supply)(IMAGES (2009), n.d.) When market size, growth prospects, consumer affluence and readiness are considered to determine the retail apparel index, India falls within the top five countries(Kearney 2006 access). The apparel retail industry is forecasted to grow at a rate of 7.8 percent per year,reaching a value of $39.4 billion by 2013,an increase of 76.7 per cent since 200(datamonitor 2009 access). One of the main reasons behind booming Indian economy and more purchasing power of people is due to growth of population along with rise in their disposable incomes. Also, there is increase in disposable income of middle class people in the age criteria of 25-35 years. A number of factors such as income growth, changing demographic profile due to more urbanization, and the socioeconomic environment are having its impact on retail scene(Srivastava, 2008). Consumers are becoming brand conscious, there are various influences from the Western world, fast development of shopping malls and increasing urban demographics might change the face of Indian retail Industry(Halepete, 2008). In organized retailing, clothing and fashion accessories is the largest category with a market share of 38.1% at Rs 29,800 crores. Also India has emerged as the third most attractive market destination for apparel retailers, according to new study by global management consulting firm A.T Kearney(a.t kaerney deter). A.T

Kearneys Retail apparel index looks at various drivers including apparel consumption and considers India to rank among the 30 emerging markets for retail apparel investment(deter). Along with that apparel in 2008 was the second largest retail category in India representing 10 percent of the $37 billion and is expected to grow at 12-15 percent per year(at kaerney deter). Rise in retail chains across the whole country is evidence that organized retailing is coming up as an industry and will become massive in near future. At present the contribution of organized retailing is just about two percentages to total size of $180 billion,however studies indicate that it will grow to 20 percent by the end of the decade. The organized apparel segment is expected to grow at a steady rate of 9.5 percent per annum(Srivastava, n.d.) Apart from the growing Indian economy, rising population, increase in their income, rising organized retail chain, the strongest factor that helped retail industry is the liberalization policy by government in 2006 that helped foreign direct investment in country. Today Indian apparel sector is at such a stage where it is considered beneficial for foreigners as well to invest. In 2006, relaxed versions of FDI policies were introduced in the retail sector which is spell of prosperity resulted from trade liberalization along with rapid economic development and emerging consumer groups with marketing power.(DOC 2006, NAGRAJ 2003 access). Apparel sectors are rapidly evolving and are estimated to reach a retail value of $39.4 billion by 2013(data monitor 2009 access). Also due to different culture in different parts of the country, young population are ready to accept the global trends and fashion. Currently, there is high level of demand amongst middle class young population for mainstream fashion, western brands and western styles. Due to trade liberalization the increased availability of foreign brands and diverse retail formats have affected Indian consumers preferences, value perception, and purchase behaviour(Biswas, 2006).Middle class consumers are also considered to be the headmost opportunity in Indian market andmarket of this middle class is growing significantly as the Indian economy booms and their spending power increases(Sengupta, 2008).The middle class families are considered to be very different in terms of buying behaviour and are more confident and have better buying power(Das, 2001). These changing demographics ensure a steady flow of consumers that aspire to own new products(Tucker, 2008).

Sharp rise in GDP, along with the rise in spending power of Indians is leading to phenomenon of consumerism. Also, the divergence of young adults towards western culture and style has made easy for foreign retailers to enter the India market. Indian Apparel market is growing at a significant pace where revenue can be generated and is a great sector to invest in. 1.3 Apparel Retail in India: Industry Profile The apparel retail industry in India consists of apparel for men, women and children. The menswear apparel sector consists of the clothing made for boys and men which includes outer as well as inner garments. The womens wear apparel sector consists of the clothing made for girls and women and includes garments such as coats, dresses, shirts, jackets, sweat shirts , blouses etc. The Retail Selling Price (RSP) is considered as market value which includes taxes and levies. Total revenue generated by Indian apparel industry was $18.3 billion in 2005,which represents compound annual growth rate (CAGR) of 10.6% for the five year period spanning 2001-2005(C.V.Krishna, 2011). Currently, in India acceptance of private level brands is high especially in apparel. Some of the examples of local Indian Retailers are Pantaloons, Shoppers stop, Big Bazaar, Westside, Globus and Lifestyle. Gender, income, age, ethnicity and geographic location are some factors that influence Indian consumers demand. Also, major difference in consumption pattern of clothing is due to the gender factor because Mens clothing have experienced high level of expansion of brands and been an efficient category in department stores. The growth is mainly observed because men tend to wear western clothing in their routine life.The study further shows that the revenues from the menswear sector generated 45.9% of the total Indian Apparel Industrys value while womens wear accounts further for 35.2 % in the five year period of 2001-2005(data monitor deter). By contrast, Indian women, particularly the mid age group(>age 40),prefer traditional outfits such as salwarkameez(Batra, 2009).Women generally prefer to wear sarees at work which includes blouses to be custom made but as the generation changes and due to the lack of time and divergence of interest in western clothing,working women are now looking for ready made apparel. In 2005,readymade clothing accounted for 20 per cent of domestic clothing sales.(Anon., 1 December 2006).(Fernandes, n.d.)studied consumer readiness to buy ready-to-wear clothing,willingness to shop in a modern retail format,and willingness to pay for added value.

Although the Western clothing market for women is not as big as the mens market, it still holds potential as the number of working women is rising , increasing the demand for western clothing because of womens changing social roles and increased income(Batra, 2009) Cinema has always influenced fashion in India and it has been always easy and quick for the unorganized retail sector to copy the clothing styles worn by stars in several movies. With the continued westernization of urban India, ethnic chic garments that use Indian fabrics with western styles of garments are becoming very popular in India(Anon., 1 December 2006).Apart from that there is a new interest seen in designer outfits and the trend is being seen because of increasing number of designers as well as fashion shows being conducted which has supported the aspect of Indian consumers. While women has always been the leaders in adopting fashion in India, there is now an increased interest in fashion among Indian men(Biswas, 2006) Indian consumers priority has always been saving for long term, but a changing landscape in India shows changed spending habits of Indian consumer. Lifes pleasure has gained more importance and is equal to saving for children education. But consumers are definitely becoming more materialistic. The increment observed in amount spent on clothing is supported by the factor of increased use of credit cards. The number of credit card users in India is 17 million and has been increasing 30-32 percent annually(Anon., 18 November 2006). About 20 percent of Indians preferred shopping for textile and apparel over food. In comparison internationally, only 28 per cent respondents went shopping for entertainment while 26 percent did not.(vision, 16 November 2006). Competitive prices and ability to produce high fashion garments are the two main factors that will help India remain competitive in the global arena as well(Mehta, 2005). Growing economy thus provides opportunity for magnificent growth. The future of Indian retail industry possesses lot of promises. 1.4 Models of Retailing Do consumers prefer brick or click shopping? That is, do consumers try to buy from the online store or from the traditional store? The challenge lies in retailers better understanding of consumer needs, convenience and motivations. Thereafter it depends on what consumers value the most.

Currently Indian retail sector has been going through a transformation and the upcoming market is witnessing change in investment pattern as well as growth. Two popular retail formats, super markets and hyper markets are growing speedily. Also, rise in new business opportunities is observed because of the change in consumer taste and preferences that leads to changing lifestyle and spending pattern of consumers. Accelerated growth in international retail brings joy to consumers and shopping malls are increasing in large cities. There are announced development plans project with at least 150 new shopping malls. Growth in department store is at a much faster rate, 24 per cent annually.Development of mega malls in India is adding new dimensions to the booming retail sector. Shopping experience in the nation of shopkeepers is changing and changing very fast(Piyush Kumar Sinha, 2007). Visiting major cities in India shows that consumers are accepting modern form of retailing overwhelmingly. Efforts are been taken to come up with shopping malls in the rural areas of India as well. Even ITC went one step ahead to revolutionize rural retail by developing ChoupalSagar a rural mall. On one hand there are groups of visionary corporate working constantly to improve upon urban shopping experience and on the other hand some companies are trying to infuse innovative retail experience into the rural setup(Piyush Kumar Sinha, 2007). The proliferation of Malls not just in the metros but also is in the second-rung cities is definitely introducing the Indian consumer to a shopping experience never before(Mittal & Mittal, n.d.) Malls: Malls are expected to be one of the main drivers of the growth of apparel retail in India and its development has been phenomenal in India. Most shopping centres attract large apparel retailers since they attract as anchor tenants and provide attractive terms(Mittal & Mittal, n.d.).There is emergence of other modern scale formats as well in contrast to the mall such hypermarkets and department stores. But the emergence of malls has transformed the retailing environment in India and is expected to push the organized retailing into the fast track(Srivastava, 2008). Department Stores: These are yet another format that is gaining popularity in India. Indian consumers are welcoming these one-stop shopping stores, which cater to all shopping needs of the consumer in their luxurious settings(Srivastava, 2008).A department store generally focus on the life style retailing and mainly divides into departments like apparel, accessories, home decor, gift ideas etc. Shoppers

Stop was the first one to open a department store in India in early 1990s and currently operates 19 stores in 10 different cities in India. Hyper Market: New formats like hyper markets with their value offering and appeal to a broader section of consumer- base are further likely to increase the penetration of organized apparel retailing in the country(Mittal & Mittal, n.d.). These are witnessing tremendous growth in India and companies like Big Bazaar, Giant and Subhiksha and Super bazaar are the major players in the segment (retail scene). There are hypermarkets available all over India since customers can buy garment, toys, durable, food and groceries at a lower rate than the market price. Branded Stores: Major brands for apparel in India are Madhura garments, Zodiac ,Raymonds , Colour Plus and Arvind Mills. These are the prominent apparel stores in India. Raymond a nationwide retail chain has 260 Raymond shops that deals in fabrics, apparels and accessories. There are multi brands outlets available as well(Srivastava, 2008). Through this we can observe that retail stores of apparel in India still attract consumers and they prefer buying from store. In a growing market probably it is not difficult to pull customer into store but it may not be sufficient to operate profitably. Retailers need to figure out what matches the requirement of consumers to stay up to the competition. Most of the organized retailers in India are harping on quality, service, convenience, satisfaction and assure benefits to lure shoppers in to the store (Piyush Kumar Sinha, 2007)but they forget to create value for the customers, they should rather decide on a suitable vehicle to deliver consumer value. Some companies have gone one step ahead and started e-tailing along with brick and mortar form of retail to create value for customers and provide them the ease and convenience of shopping. Apart from the brick mortar retailing format, brick-click and click-click formats are also capturing the market in India. The impact of the alterations in the format of the retail sector has changed lives of Indian consumers drastically and there are divergent views on the future of e-tailing in India(Mr. Shubham Goswami, December 2011)

Online stores sell goods and services where the buyer places an order over an internet; extranet, electronic data interchange network, electronic mall, or other online system(Jacqueline J. Kacen, n.d.).The report published by the Internet and mobile association of India reached(AIMAI) and IMRB International, the number of internet users in India reached forty six million in September 2007 and recording a rise of 40% over September 2006. Out of them , the number of active internet users was 32 million and maximum percentage of users in the age bracket of 18-24(Dr.Mohan Agrawal, 2009). Also, Indias 54 per cent population is below 25 years of age and 80 per cent are below 45 years as per Indias Marketing Whitebook(2006)by Business world(Piyush Kumar Sinha, 2007). It is easy to figure out that more number of young people in India is welcoming this change in the era where technology has deeply penetrated into our lives. According to the India perspective the growth driver for online shopping are increase in number of buyers and sellers and also many offline sellers have begun to sell their products online. There has been a significant change in consumers attitude and they are ready to experiment what suits their convenience. Truly, an average buyer is buying a variety of products online(Mr. Shubham Goswami, December 2011). The rising trend of internet shopping has taken off more noticeably in metropolitans such as Delhi and Mumbai where both customers have become net-savvy(Mr. Shubham Goswami, December 2011)(Dr.Mohan Agrawal, 2009).Online shopping is a big attraction for the NRIs (non-resident Indian) for apparel and gifting business online has maximum NRI consumers(Dr.Mohan Agrawal, 2009)(Mr. Shubham Goswami, December 2011) Many brick and mortar stores are entering into internet retailing as they have got physical infrastructure and they can use that to capture additional consumer wallet(Piyush Kumar Sinha, 2007). From the scene of rising online shopping in India, several major retailers like Reliance Retail and Future Group (Pantaloon for apparel)are building up significant online presence parallel to brick and mortar model of retailing(Dr.Mohan Agrawal, 2009).The internet commerce industry in India has seen a manifold increase in the last couple of years with the total market size increasing from INR 19,688 crores by the end of 2009 to an estimated INR 31,598 crores in 2010 and the net commerce market size is expected to grow by 47% and touch INR 46,520 crores by the end of 2011(IAMAI).

It has been suggested that online retailing is a more convenient shopping channel for consumers because online stores offer greater timesavings(Szymanski, 2000).Also, it is easy for consumers to find product information, products , merchants by browsing web and with less search costs. It gets easy for the consumers as products are delivered home with the facility to shop 24x7. Convenience appears to be a big attraction as most online shoppers find the crowded high streets too stressful(bhatt 2007 in vsusa) In an earlier issue of Management Science, (Kenney click or b) interviewed consumers about the pro and cons of Internet commerce and qualitatively categorized their responses into objectives (attributes) such as maximize product quality, minimize cost , minimize time to receive the product, maximize convenience, and maximize shopping enjoyment. But there is always a deterrent in the success and so is for e-tailing. Lack of consumer central experience can be considered as one of the short coming. It is an important factor for Indian e-consumers who are partial to their family stores and crowded shopping streets as it gives them a distinctive shopping experience which online shopping cannot match and when weighed against the advantages of online shopping it does not come out as a vital reason(Piyush Kumar Sinha, 2007) In spite of the online growth witnessed in India , the growth is limited to certain areas. The main reason why shoppers in India are not willing to shop online is that they dont get real value or incentive(bhatt 2007). Also most of the Indian consumers are aware about the fraud services , delivery and they have fear of losing money. An additional shortcoming for Indian shoppers in apparel is the need to touch and feel and examine the clothings fit and size(gupta 2008 indvsusa).Apparel e-market can never be successful if the psychology of Indians is not revolutionized. Websites try and become as descriptive as possible but the mentality of Indians needs to be changed. Many studies have been taken up to research pros and cons of internet shopping but none have focused on apparel e-retailing in India. There is increasing awareness about e-shopping in the nation but the e-shopping is in the domain of travel/movie bookings, electronic items. The area of apparel shopping in India is underdeveloped and not studied well. Brands like pantaloons and Big Bazaar are in the process of continually improving their online shopping portals and might pave the way for other retail brands(indvsusa).

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