CONSUMER BUYING MOTIVES BEHIND BRANDED APPARELS

SUBMITTED IN THE PARTIAL FULFILLMENT

OF
POST GRADUATE DIPLOMA IN MANAGEMENT
2009-2011

UNDER THE SUPERVISION OF:

SUBMITTED BY:

MR. JITENDRA KUMAR DIXIT

RENU YADAV

ASSISTANT PROFESSOR

ROLL NO.: 43

GLA- ITM

ACKNOWLEDGEMENT
This comes to say special work of thanks for reliable time devotion, guidance and encouragement at various
stages of project and for its successful completion to my teachers.

In particularly, I acknowledge with gratitude the guidance and insightful help of them.
With special reference I heart fully thanks to all these special people who were there with me who helped me
color and mosaic of my project guiding and urging me ever forward with gentle persuasion and peals of
laughter to fill me with vigor every time that I was stuck and helped me in there on little way.

Renu Yadav

DECLARATION
I, RENU YADAV declare that the Research Report entitled CONSUMER
BUYING MOTIVES BEHIND BRANDED APPARELS being submitted to the GLA
INSTITUTE OF TECHNOLOGY AND MANAGEMENT for the partial fulfillment of the
requirement for the POST GRADUATE DIPLOMA IN MANAGEMENT is my own endeavors and
it has not been submitted earlier to any institution/university for any degree.

Place:
Date:

(Renu Yadav)

EXECUTIVE SUMMARY
CHAPTER -1 INTRODUCTION
1.1 Introduction
1.2 Need and Relevance of study
1.3 Review of Literature
1.4 Objective of the research
1.5 Operational Definition of the concept

CHAPTER-2

METHODOLOGY
2.1 Sampling
2.2 Sample size
2.3 Sample Selection
2.4 Data collection & Data Sources
2.5 Tools for Data Collection
Questionnaire
2.6 Research Procedure

CHAPTER-3

DATA ANALYSIS & RESULTS/ FINDINGS

CHAPTER-4

CONCLUSION & RECOMMENDATIONS

4.1 Major Findings
4.2 Recommendations
4.3 Limitations of the study

CHAPTER-5

BIBLOGRAPHY

Page no.

CHAPTER-6

APPENDIX

EXECUTIVE SUMMARY

Introduction of Buying motives:Buying motives are those influences or considerations which provide the impulse to buy, induce
action or determine choice in the purchase of goods and services.

Research problem:I want to know about what things together form a brand and factors motivating to purchase the
branded apparels.

Objectives:1. To study the consumer behavior towards branded items.

2. To find out major source of information about brands & preferred location for shopping.
3. To study factors that together form a brand and motive behind purchase.

Research design:In this project descriptive research design is used for analyzing buying motives of the consumers
behind branded apparels. It is very simple and more specific than exploratory study.
In this research project I am using Primary Data collection through questionnaire.

Sampling Plan:The sampling unit for the project is taken from GLA College,Mathura who are the current customers
of the branded and non-branded apparels.

Sample size of 100 is taken.

Findings:The study finds that majority of the customers between the age group of 26-30yrs are highly
preferring the branded apparels.

Conclusion:It will help me to know which factors motivates customer for buying the branded apparels.

Recommendations:The companies should focus on the quality of the apparels and should use the television as a
communication medium with the consumers.

INTRODUCTION
WHO ARE CONSUMERS?
Consumer in a broad label is any individuals or households that use goods and services
generated within the economy or in other words we can say that consumer is one who
consumes the goods and services produced.

MEANING OF BUYING MOTIVE:A motive can be defined as a drive or an urge for which an individual seeks satisfaction. It
becomes a buying motive when the individual seeks satisfaction through the purchase of
something.
A learner once quoted for Buying Motive as A motive can be defined as a drive or an urge for
which an individual seeks satisfaction. It becomes a buying motive when the individual seeks
satisfaction through the purchase of something.
Motive is inner urge that prompts a person to perform some action. It can be a strong desire,
feeling a drive or any emotion which plays a role in the consumers decision to purchase a
product or a service.

CHARACTERISTICS OF THE CONSUMER BUYING MOTIVES:

There is a process by which individual decides whether, what, when, from whom, where & how
much to buy
It comprises of mental and physical activities of a consumer.
Individual behavior is also influenced by internal and external factors.
There is drastic change in the attitude and behavior of consumer.

Also, A buying motive is the reason why the customers purchase the goods. Motive is the driving
force behind to purchase the goods. So, motive refers to thought, urge, feeling, emotion and drive
those make the buyer to react in the form of a decision.
Motivation explains the behavior of the buyer why they are going to buy the goods. They buy the
goods due to several motives such as economic, social, psychological etc.
For example: In festival seasons or occasions we are motivate to purchase the new clothes etc.
Buying motive is concerned with the reasons that explain the buyer to take the decision for the
action. It motives the customers that may be affected due to several reasons such as pride, fashion,
fear, safety, love and affection, comfort and convenience and economy.

According to Malvin S.Hatrick, there are two classifications:

a. Primary buying motives: Primary buying motives are related to the basic needs of human
being such as hunger, thirst, sleep, etc. Due to these needs people get motivated to purchase
the goods.
b. Secondary buying motives: Secondary buying motives are those, which are influenced by
the society where he/she is born and lives. It is created after fulfilling the basic needs. These
motives are comfort, security, love and affection.

Some of the buying motives are:

Economy of Purchase
Economy of Use
Efficient Profits
Increased Profits
Durability
Accurate Performance
Labor-saving Safety
Simple Construction
Simple Operation
Ease of Repair
Ease of Installation
Space-Saving
Increased Production
Complete Servicing
Good Workmanship
Low Maintenance
Thorough Research

Curiosity
Pride of Appearance
Pride of Ownership
Desire of Prestige
Desire for Recognition
Desire to Imitate
Desire for Variety
Timesaving Fear
Desire to Create
Desire for Security
Convenience
Desire to Be Unique
Availability
Desire to be Unique
Curiosity

NEED AND RELEVANCE OF STUDY

This study helps me to understand:

What motivates the consumers to buy?

Why do they buy and from where they buy?
What is brand ?

Each consumer enters into the buying process with needs and motives that singularly or together
cause them to buy the service or product.
By being more aware of the buying motives of the consumer, I would be able to understand the
needs of the consumers and what new customer wants in the branded clothes.
And from where consumer prefers to do the purchasing and what are the medium by which they get
the information regarding the branded apparels.
This study also help me to analyze the consumers preferences and choices regarding the branded
apparels.

REVIEW OF LITERATURE
To understand your client, know their 'buying motives'
1. As a salesperson you might think that people buy your product or service because of the
reasons you give them. On the contrary, people buy not because of your reasons, not your
company's reasons but for their very own reasons (Chitwood 1998).
These reasons may not seem sensible, logical or even intelligent to us but they seem that way

to

the prospect.
(Chitwood1998) has made the conclusion that there are six different motives and They are:

Desire for gain (usually financial)

Fear of loss (again, usually financial)

Comfort and convenience

Security and protection

Pride of ownership

Satisfaction of emotion

Buying motives Do you know why do they buy?

2. Chintan Bharwada in 2002 has done the study regarding buying motives and he has concluded
that Buying motives often overlap.
Suppose you just purchased a new jacket. What was your dominant motive in making that purchase?
Maybe you bought the jacket for comfort; you expect it to keep you warm. You might have bought it
simply because it has a style or label that youre proud to wear or show your friends. (Chintan
Bharwada)

OBJECTIVES OF THE STUDY

1. To study the consumer behavior towards branded items.
2. To find out major source of information about brands & preferred location for shopping.
3. To study factors that together form a brand and motive behind purchase.

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problems. It may be understood
as a science of studying how research is done scientifically.
Research is a scientific and systematic search for pertinent information on a specific topic. In fact
research is an art of scientific investigation.
Redman and Mory defines research, As a systematic effort to gain new knowledge.
According to Clifford Woody ,Research comprises defining and redefining problems, formulating
hypothesis or suggested solution; collecting, organizing and evaluating data; making deduction and
reaching conclusion and at last carefully testing the conclusion to determine whether they fit the
formulating hypothesis.
Methodology is a plan of action for a research and explains in detail how information is collected,
analyzed and presented so that they will provide meaningful suggestion.
Methodology is a process of generation and gathering of data for conducting the research.

I have used the survey method for generation of data for the research.
Customers were asked questions regarding the different attributes regarding their purchasing
interests etc.
These questions were asked with the help of questionnaire.
Standardization was imposed on the data collection process and that the questioning was in
structured format.
When developing and designing questionnaire, care was taken to ensure that questions were
effective, clear and unambiguous, questions sequence was logical.
Any possibility of biasness was eliminated.
Questions were focused and relevant.

RESEARCH DESIGN

A research design is the arrangement of condition for collection and analysis of data in a manner that
aims to combine relevance to the research purpose with economy in procedure.
Research design is needed because it facilitates the smooth sailing of the various research operations,
thereby making research as efficient as possible yielding maximal information with minimal
expenditure of effort, time and money.

TYPES OF RESEARCH DESIGN:

There are three types of research design:

1. Exploratory Research:
According to Eriksson & Wiedersheim-Paul(2001), exploratory studies are sufficient when no clear
theory exists, and when there are no or very limited demarcations and when main characteristics are
hard to determine.
I first started with an exploratory research. Exploratory research provides the basic understanding of
the problem and also a direction so as to shift our exploration towards it. Thus it helps in problem
identification.

2. Descriptive Research:
Descriptive research includes surveys and facts findings enquiries of different kinds. The major
purpose of descriptive research is description of the State of affairs as it exists at present .
Descriptive research identifies key characteristics associated with targeted retailer and its shops.
Descriptive research will identify key demographics, psychographics and geographic operators and
retailers shops locality and will allow for the research process to become more specific and focused.
The objective of descriptive stage is to describe features that were suspected during the exploratory
stage. The idea is developing inter subjective descriptions.

When the generalization starts to appear they become worth to explain that could lead to theory
improvement or development in a long run. Eriksson & Wiedersheim-Paul(2001), mention that
descriptive research is most sufficient when problem is well organized and structured and when
researcher does not want to find any connections between causes and symptoms.

3. Explanatory Research:
According to Reynolds (1971), the main purpose of explanatory stage is to develop a precise theory
that can be used to explain empirical generalization that the researcher get from the descriptive stage.

SAMPLING TECHINQUES

Sampling technique is the procedure of selection of respondents from the population.

TYPES OF SAMPLING:
wo types of sampling design is there.
1. Non probability :- Non probability sampling is that procedure which does non afford any
basis for estimating the probability that each item in the population has of being included in
the sample. It is also called as deliberate, purposive, judgments sampling.
2. Probability sampling:- Is also known as random sampling or chance sampling.
Under this design, every item of the universe has an equal chance of inclusion in the sample.

SIMPLE RANDOM TECHNIQUE

This type of sampling is also known as chance sampling or probability sampling where each
and every item in the population has an equal chance of inclusion in the samples and each
and every item in the population has an equal chance of inclusion in the samples, in case of
finite universe, has the same probability of being selected. Survey was done on non
management employees by asking questions to them, by using simple random technique.

1. By observation :- This method implies the collection of information by way of investigators

own observation, without interviewing the respondents.
The information obtained relates to what is currently happening and is not complicated by either the
past behaviour or future intentions or attitudes of respondents.

This method is no doubt an expensive method and the information provided by this method is also
very limited.
As such this method is not suitable in inquiries where large samples are concerned. Some of the
information is collected by way of the observation, without interviewing the employees of the
organization.

2. By Questionnaire :- The researcher and respondents do not come

in contact with each
other if this method of survey is not adopted. Questionnaires are mailed to the respondents
with a request to return after completing the same.
It is most extensively used in various economic and business surveys.
Before applying this method, usually a Pilot Study for testing the questionnaire is conducted which
reveals the weaknesses?
Questionnaire to be used must be prepared very carefully so that may prove to be effective in
collecting information.
The method of collecting data by mailing the questionnaire to respondents is most extensively
employed in various economic and business surveys. Questionnaires are prepared and distributed to
all the selected employees with a request to return after completing the same. Dichotomous (yes or
no answer), multiple choice (alternative answer listed) and open question have been used in the
questionnaires.

Major characteristics were kept in mind to prepare the questionnaire:-

Questionnaire should be short and simple.

Questions should proceed in logical sequence moving from easy to move difficult questions.
Questions affecting the sentiments of the respondents should be avoided.
Adequate space for answer should be provided to help editing and tabulations.
Clarity of questions.

SAMPLE SIZE :-

Sample size is the number of elements to be included in the study. Factors that affect the sample size
were the nature of research, the extent of research and also resource constraints like money and time.
A sample of 100 customers was selected for this survey.

SAMPLE DESIGN :It is impossible to use the census method to collect the information. Therefore, random sampling is
done. The sample choice of choosing a particular universal element is unknown. Convenience
sample is one chose purely for suitableness i.e., items are selected because they are easy and cheap
to find and measure.
The size of sample was 100 customers.
The researcher must decide the way of selecting a sample or what is popularly known as the sample
design. In other words, a sample design is a definite plan determined before any data are actually for
obtaining a sample from a given population.
Samples can either be probability samples or non-probability samples. With probability samples
each element has a known probability of being included in the sample but in non-probability
sampling the researcher is not allowed to determine this probability.
Probability samples are those based on simple random sampling, stratified, cluster/area sampling
whereas non-probability samples are those based on convenience sampling, judgment sampling and
quota sampling techniques.
Probability samples could not be used because it is more scientific method of sampling than nonprobability sampling. Every possible sample has a known and equal change of selection.
The shortage of time and financial limitations did not allow me as the study has been conducted fully
on my expenses.

Following Characteristics of a sample design were kept in mind:-

The sample should be truly representative of the particular.

It must result in small sample size.

It must be viable in the context of funds available for the research study.

The systematic basis in the sampling must be controlled in a better way.

Sample should be such that result of the sample study can be applied, in general, for the
responsible level of confidence.

DATA AND INFORMATION SOURCES

In dealing with any real life problem it is often found that data in hand are inadequate , and hence it
becomes necessary to collect data that are appropriate .there are several technique of collecting the
data.

TYPES OF DATA:
There are two types of data that has to be collected for completion of any type of research.
1. Primary data
2. Secondary data
1. PRIMARY DATA:Primary data was collected in forms of retailers response, survey and interviews. Source of
secondary data were published material. Websites were also used for retrieving relevant data.
Primary data are those data which is collected for the first time and no else would ever have
collected before. Example -by observation, practice etc.
The primary data was collected through observation, interviews; interview schedules personnel visit
to obtain the necessary information.
The questionnaire was given to respondents for collection of data.

2. SECONDARY DATA:Secondary data was obtained from company records, magazines, annual reports & from
www.acclimited.com etc. With the help of all these materials,
Secondary data are those data, which are not collected for the first time. These are available in the
websites like www.sciencedirect.com,www.projectparadise.com www.google.com
I am able to extract information from it.
TOOLS AND TECHNIQUES OF DATA COLLECTION:

Primary data can be collected through observation, personal interview, telephone interview,
questionnaires and schedules.
Secondary data can be collected through the newspaper, journal, existing our research.

COLLECTION OF DATA THROUGH QUESTIONNAIRE:

This method of data collection is quite popular, particularly increase of big inquiries. It is being
adopted private researchers, and workers, and private and public organizations and even
government.
In this method a questionnaire is sent (usually by post) to the persons concerned with a request to
answer the question and return the questionnaire.
The method of collecting data wise mailing the questionnaires to respondents is the most extensively
employed in various economy and business surveys.

The merits claimed on behalf of this method are as follows:

There is low cost even when the universe is large and is widely spread geographically.
It is free from the bias of the interviewer; answers are in respondents own words.
Respondents have adequate time to give well thought out answers.
Respondents, who are not easily approachable, can also be reached conveniently.
Large samples can be made use of and thus the results can be made more dependable and reliable.

The main demerits of this system can be listed here: Low rate of return of the duly filled in questionnaires; bias due to no response is often indeterminate.
It can be used only when respondents are educated and cooperating.
The control over questionnaire may be lost once it is sent.

 There is built in flexibility because of the difficulty of amending the approach once questionnaires
have been dispatched.
There is also possibility of ambiguous replies or omissions are difficult.
It is difficult to know whether willing respondents are truly representative.
This method is likely to be slowest of all.

QUESTIONNAIRE DEVELOPMENT AND TESTING

I prepared the questionnaire in accordance with the objective of the research. We selected different
areas of the city to do study so that the place bias could be reduced to the best possible extent.
I contacted respondents personally and got the information as per the questionnaire. The
questionnaire were handed over only to those respondents (retailers) who showed desire to fill up
themselves; whereas in most cases I showed desire to fill up the questionnaire as per their answers.
This was done so that they might not feel boredom or confusion in filling up the questionnaires.

1. What kind of apparels do you prefer to wear?

Branded
Non-Branded
Both
Total

53
0
47
100

People Prefer to Wear

100

53

Branded

47

0
Non-branded

both

Total

OBSERVATIONS:

Most of the people prefer to wear the branded clothes.

2. Which brand do you prefer to wear?

Brands
Levi's
Allen Copper
Koutons
Peter England
Raymonds

No. Of Respondents
39
15
32
19
3

Louis phillip
biba,Sanskriti,madame
Arrow,cantabil,John player,westside

5
1
2

40
35
30
25
20
15
10
5
0

OBSERVATIONS:

From the above graph it is clear that people prefer to wear Levis most.

3. How often do you buy the apparels of this particular brand?

Time Duration
Monthly
Quarterly
Half-yearly
Yearly
Total

No. of customers
20
54
19
7
100

Time Gap In Which Consumer Purchase

100
54
20
19
7
Monthly

Quarterly

Half-yearly

Yearly

Total

OBSERVATIONS:

From the above graph it is clear that most of the people purchase the branded clothes
quarterly.

4. Which one of the following provide you the most relevant information for making your purchase
decision? Please rank according to your preference.

Factors that provide the relevant information to

customers
weight
0.25
0.21 0.017 0.14 0.10
0.07 0.035 Total
Factors
43
38
2
7
1
Rank Alloted
1
2
3
4
5
6
7
WeightagOverall
e
Rank

Newspaper

33

22

11

12

12

100

13.4372

10.2272

6
product Demo

11

21

19

25

12

100
8

Television
Internet
Sales
representative
Experienced
user
Retail outlet

31
7
2

22
13
3

15
15
6

15
18
9

8
16
10

5
14
33

4
17
37

100
100
100

16.2063
10.6536
7.23318

1
5
7

27

12

10

12

16

11

12

100

14.4274

20

11

16

13

13

21

100

11.7979

8
Total

10

100

100

100

100

100

100

Percentage Of Information Providers

retail outlet; 13% Newspaper; 16%

Experienced user;
17% Demo; 12%
product
Television;
21%
Sales representative;
8%
Internet; 12%

OBSERVATIONS:

21% consumers have said that television provide the most relevant information regarding the brand.

5. From where you prefer to buy this particular brand? Rank accordingly.
Preferred locations of customers regarding
purchase
Factorss
0.333 0.266
0.2 0.133 0.066
Weight
33
66
33
66

Weighta
ge

Overall
Rank

Rank
Alloted
Retail stores
Local Stores
Shopping
Malls
On-line
Company's
Outlet
Total

Total

31
8
38

29
13
37

28
26
19

8
34
5

4
19
1

100
100
100

24.99965
17.13298
27.06627

2
4
1

5
18

5
16

8
19

22
31

60
16

100
100

11.53281
19.26629

5
3

100

100

100

100

100

Preferences Of customers Regarding Purchase

Company's Outlet; 19% Retail Stores; 25%
On-line; 12%
Local Stores; 17%
Shopping malls; 27%

OBSERVATIONS:

During the study, it was found that 27% consumers prefer to purchase branded items from
shopping malls & 25% from normal retail stores.

6. According to you what are the factors that form a brand.

Factors

Factors that formulate the brand

Strongly Agree Neutra
DisAgree
l
Agree

Trendy Design
Colors and Style
Premium Quality
Stylish look
Soft and comfortable
fabric
Fashionable
Unique look

29
42
65
39
55

54
47
25
43
38

14
9
9
16
5

3
2
1
2
2

Strongly
DisAgree
0
0
0
0
0

31
47

49
28

16
21

4
2

0
2

Total
100
100
100
100
100

7
4
1
5
2

100
100

6
3

Factors That Form A Brand

Trendy Design

Colors and Style

Premium Quality

Stylish look

Soft and comfortable fabric

Fashionable

Unique look
15%

9%

10%

14%
21%

18%
13%

OBSERVATIONS:

The above chart shows that premium quality is the most important factor in the
formulation of the brand.
The other important factors are soft and comfortable fabric and unique look.

7. From the following factors, which is the motive behind the purchase of the branded
apparels?

Consumer Motives behind Branded Apparels

Overall
Rank

Factors

Strongly
Agree

Agree

Neutra
l

Dis
-Agree

Total

Overall
Rank

14

Strongl
y DisAgree
2

Economy Of
Purchase
Durability
Time Saving
Ease of Repair
Availability
Good
Workmanship
Desire to be
Unique
Social Recognition

19

41

24

100

42
28
10
36
21

46
47
30
41
43

11
20
45
15
32

1
4
13
7
4

0
1
2
1
0

100
100
100
100
100

1
4
7
2
5

42

33

21

100

34

47

16

100

Consumer Purchasing Motives

Economy Of Purchase

Durability

Time Saving

Ease of Repair

Availablility

Good Workmanship

Desire to be Unique

Social Recognition

15% 8%
18%
18%
12%
9%
16% 4%

OBSERVATIONS:

From the above chart it is clear that consumer purchases the branded apparels because he/she
wants to look different and the life of the branded apparels are more than the non-branded
apparels.

8. Rank the reasons for selecting the place of purchase .

Factors Weight
Rank Alloted

0.28
57
1

0.23
8
2

0.19
04
3

0.14
28
4

0.09
52
5

0.04
76
6

27
15

19
18

11
18

24
17

15
18

15
36

21
27

18
16

20
11

20

100

100

convenience in access
good atmosphere and
service
store reputation
variety of products
available
advice from close
associate
effective display of
product
Total

Tota
l

Weight
age

4
14

100
100

19.3759
16.8043

Overa
ll
Rank
2
4

19
6

7
4

100
100

17.7087
22.09

3
1

10

25

37

100

11.3766

17

18

17

34

100

12.6145

100

100

100

100

Reasons for the Place of Purchase

convenience in access
good atmosphere and service
store reputation
variety of products available
advice from close associate
effective display of product
13%
11%
22%

19%
17%

18%

OBSERVATIONS:

From the above graph it is clear that people prefer to purchase the apparels from the
shopping malls and retail stores because they get the variety and easy access there.

FINDINGS
The study finds that majority of the customers were highly prefer premium quality of the branded
apparels. In the case of awareness & getting information about the brands it is founds that television
and retail stores are having high influence on customers compared to other sources.

Following are the other important findings of the study:It is found that 53% customers falling in the age group of 26 30 prefer to wear the branded
clothes.
From the study it is found that Levis is the most preferable brand & 33.62%.of the customers
prefer to wear it. .
During the study it is observed that shopping malls are coming out as a most prominent
locations as 27% customer prefer to shop there among the given option & Retail Stores at
second with 25% customer choice..
Majority of Customers has preferred Premium quality, Soft and comfortable fabric & Unique
look in their branded apparels choice.
Apparels durability is the most influencing factor for buying the branded apparels with 18%
customer choice.
Most of the customers (22%) were influenced by the variety in the apparels.
Economy of purchase is the least considerable factors in purchase decision with 8% customer
support.
Majority of the customers prefer to purchases the branded apparels Quarterly (54%).

CONCLUSION
The

project entitled on Consumer buying motives behind branded apparels with special

reference to GLA Institute Of Technology & Management.

These findings will help me to know which factors motives customers for Buying the branded
apparels.

It also helps to decide proper marketing strategies.

RECOMMENDATIONS

The apparels company can try to improve the service quality of the branded apparels because
it is what the customer wants in the apparels.

The Shopping malls and retail stores should be in the reach of the consumers so that the
availability will be improved.

The marketers should come with certain schemes regarding various occasions so that
consumers purchase the apparels monthly rather than quarterly.

The marketers need not to lower the prices of the apparels because study shows that
consumers are not influenced by the economy of purchase.

The apparels company should give more importance to the television advertisement and
make the advertisement more attractive and innovative because majority of the consumers
get the information regarding the brands from the television only.

The apparels company should provide the variety in their collection so that every customer
will feel unique in him/herself .

LIMITATAIONS

During the whole Project, I faced certain limitations which are as follows :-

1.

The time duration allowed to the researcher is only two month. Due to
short span of time, I was unable to conduct an extensive study.

2.

The respondents had to convince a lot for filling the questionnaire,

thus it becomes a time consuming job.

3.

Some respondents were biased.

4.

Looking towards time and cost constrain, only nearby customers are
interviewed during the survey.

5.

The research could take only a small sample size of 100 customers for
the study. But for understating the satisfaction level of customers, this sample size is enough looking
towards time constrains and cost.

BIBLIOGRAPHY

1. C.R. Kothari, Research Methodology Methods and Techniques, second edition, Wishwa
publications, New Delhi, 1990.

2. Philip kotler, marketing management, (11th edition: Pearson education Ltd. 2003).

3. S.P. Gupta, Statistical Methods, twenty eighth edition, Sultan Chand & Sons, New
Delhi,1997.

REFERENCES

http://www.oppapers.com/essays/Consumer-Buying-Behavior/603060?topic
www.scribd.com/.../Critical-Analysis-of-Consumer-Brand-Preference-forApparelwww.free-books.us/.../Project-on-buying-motives-of-Hyundai-i10-Car
ezinearticles.com ... Fashion Style
www.textilereview.com/mar_content.htm
www.wwd.com/business.../indian-apparel-industry-protests-3564054
www.wwd.com/business.../indian-apparel-industry-protests-3564054
www.fibre2fashion.com/.../the-most-significant-factors-to-consider-whilelaunching-a-new-apparel-brand-in-india1.asp
www.denimclubindia.org/docs/denimJeansBrandsInIndia.asp

QUESTIONNAIRE
I(Renu Yadav), student of PGDM-2 Year, GLA-ITM, Mathura, conducting a research on Consumer
Buying Motives Behind Branded Apparels. Regarding this purpose I request you to fill-up the
questionnaire. I ensure that all the information will be kept confidential and used only for research
purpose.
Name:

Occupation:

Age: a) 16-20 years

b)21-25 years

c)26-30 years

d)31and above

Gender: Male/Female
1. What kind of apparels do you prefer to wear.
a) Branded
b)Non-branded
2. Which brand do you prefer to wear.
a) Levis
b) Allen Cooper
c) Ant other(please specify)

c)Both
d) Koutons
e) Peter England

3. How often do you buy the apparels of this particular brand?

a) Monthly
c) Quarterly
b) Half-Yearly
d) Yearly
4. Which one of the following provide you the most relevant information for making your
purchase decision? Please rank according to your preference.
Newspapers
Product demos
Television
Internet
Sales representatives
5.Experienced
From whereusers
you prefer to buy this brand? Please rank according to your preferences.
Retail outlets
Others, please specify

Retail stores
Local stores
Shopping malls
On-line
Companys outlet
Others, please specify
6. According to you, what are the factors that form a brand?
Factors
Trendy design
Colors
and
style
Premium
quality
Stylish look
Soft
and
comfortable
fabric
Fashionable
Unique look

Highly
satisfied

Satisfied

Neutral

Dissatisfied

Highly
dissatisfied

7. From the following factors, which is the motive behind the purchase of the Branded apparels
and rank them accordingly.
Factors

Highly
satisfied

Satisfied

Neutral

Dissatisfied

Highly
dissatisfied

Economyof purchase
Durability
Time saving
Ease of repaire
Availability
Good workmanship
Desire to be unique
Social recognition
8. Rank the reasons for selecting the place of purchase.
Convenience in access
Good atmosphere and service
Store reputation
Variety of products available
Advice from close associate
Effective display of product
Others, please specify
9. Would you recommend this brand to others. Please tick mark () your choice.
a) Yes
b) No
Suggestions, if
Any

..
(Thanks for your cooperation)