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"Consumer Behaviour For Apparels Among Youth ": Lala Lajpat Rai Institute of Management
"Consumer Behaviour For Apparels Among Youth ": Lala Lajpat Rai Institute of Management
"Consumer Behaviour For Apparels Among Youth ": Lala Lajpat Rai Institute of Management
Guide
Prof Vidyadhar Kulkarni
2009-2011
MMS- 11
ROLL NO.__46__
( MARKETING )
UNIVERSITY OF MUMBAI
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Consumer Behaviour For Apparels Among Youth
Date: Name:
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Consumer Behaviour For Apparels Among Youth
STUDENT'S Declaration
Batch: 2009-2011
Roll No: 46
Date:
Place: Mumbai
_______________________
GOBIND SINGH KOHLI
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Consumer Behaviour For Apparels Among Youth
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Consumer Behaviour For Apparels Among Youth
Date: Name:
_______________ _____________________
Dr. V. B. Angadi Prof. Prof
Vidyadhar Kulkarni
ACKNOWLEDGEMENT
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Consumer Behaviour For Apparels Among Youth
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Consumer Behaviour For Apparels Among Youth
Abstract
Introduction
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Consumer Behaviour For Apparels Among Youth
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Consumer Behaviour For Apparels Among Youth
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Consumer Behaviour For Apparels Among Youth
Analysis
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Consumer Behaviour For Apparels Among Youth
Brands in Casuals
Brands in Casuals
SPYKAR
7% 13% PEPE
9%
LEE COOPER
11% LAW MAN
11%
LEVIS
KILLER
5% 11%
DOCKERS
2% DUKE
16% LACOSTE
15%
POLO
Chart 1
Out of the top ten brands surveyed in casual category, 16% prefer
Killer because Killer has a wide variety of range to suit all tastes.
Following Killer is Levis with 15% preference because of good
promotional strategies used by the company and also the second
best company in terms of providing good quality. Third position is
taken by Spykar Jeans because of many factors such as fair
publicity, affordable prices, suitable range of colors and comfort.
Fourth position is shared by Lee Cooper, Pepe Jeans and Duke.
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Consumer Behaviour For Apparels Among Youth
Brands in Corporate
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Consumer Behaviour For Apparels Among Youth
Brands in Corporates
13% CAMBRIDGE
8%
DONEAR
12% ELEMENTS
12%
EXCALIBER
Chart 2
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Consumer Behaviour For Apparels Among Youth
Brands in Ethnic
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Consumer Behaviour For Apparels Among Youth
Brands in Ethnic
TIMBERLAND
LIBAS
FAB INDIA
MILLIONAIRE
HERITAGE
DIWAN SAHEB
AMARSONS
SIYARAMS
VIMAL
CAMBRIDGE
Chart 3
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Consumer Behaviour For Apparels Among Youth
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Consumer Behaviour For Apparels Among Youth
REEBOK
8% 11% NIKE
8%
ADIDAS
3%
FILA
19%
5% YOUNEX
3% LOTTO
5% SPEED
HEAD
16% 22% PUMA
SLAZENGER
Chart 4
Adiads runs through all other top brands to finish first with 22%
share due to its universal appeal and a very popular logo that
signifies better quality. Nike finishes second with 19% share due to
brilliant advertising that connects to today’s youth. Adidas and Nike
recently sponsored many cricket teams in the World Cup 2007. They
even spend a huge amount on Research and Development i.e. R&D.
Third position is occupied by Fila with 16% share because of great
discounts given by the company. Reebok is at fourth position with
11% share.
Section 1
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Consumer Behaviour For Apparels Among Youth
5%
10%
30%
Always
Usually
20% Sometimes
Seldom
Never
35%
Chart 5
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Consumer Behaviour For Apparels Among Youth
5%
15%
20%
Always
Usually
Sometimes
Seldom
35% Never
25%
Chart 6
The chart depicts that majority of the people seldom try new
clothes every season and nearly one-fourth of the people try
new clothes each season. The reason being, the sample tends to
wait for the prices to drop down – typical Indian mentality.
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Consumer Behaviour For Apparels Among Youth
5%
25%
20%
Always
Usually
Sometimes
Seldom
Never
20%
30%
Chart 7
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Consumer Behaviour For Apparels Among Youth
5%
5%
30%
Always
Usually
30% Sometimes
Seldom
Never
30%
Chart 8
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Consumer Behaviour For Apparels Among Youth
5%
35% Always
30% Usually
Sometimes
Seldom
Never
10%
20%
Chart 9
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Consumer Behaviour For Apparels Among Youth
5%
5%
Always
Usually
45% 25%
Sometimes
Seldom
Never
20%
Chart 10
The chart depicts that almost half of the sample size usually
tends to buy well-known labels and the demand for labels
decreases with decrease in income. The reason for such a huge
demand for well-known labels being increasing popularity of
branded apparels among today’s youth.
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Consumer Behaviour For Apparels Among Youth
10% 15%
Always
Usually
30% 20% Sometimes
Seldom
Never
25%
Chart 11
Section 2
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Consumer Behaviour For Apparels Among Youth
0%
20%
25%
Alw ays
Usually
Sometimes
10% Seldom
Never
45%
Chart 12
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Consumer Behaviour For Apparels Among Youth
0%
20%
30%
Always
Usually
5%
Sometimes
Seldom
Never
45%
Chart 13
The chart depicts that majority of the people of the sample size
sometimes tends to buy apparel similar to that of their friends.
Nearly one-third chooses to buy apparel that their friends have
or wear. Only a part of the sample size tends to mostly
purchase apparel that matches to that of their friends. The
reason being in today’s youth culture friends act as the greatest
influencer in terms of apparel.
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Consumer Behaviour For Apparels Among Youth
10% 5%
Always
Usually
30% 40% Sometimes
Seldom
Never
15%
Chart 14
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Consumer Behaviour For Apparels Among Youth
10%
25%
Always
Usually
25%
Sometimes
Seldom
15% Never
25%
Chart 15
Section 3
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Consumer Behaviour For Apparels Among Youth
10%
35% Always
Usually
30% Sometimes
Seldom
Never
10%
15%
Chart 16
The chart depicts that more than one-third of the sample size
tends to always try new clothes in shops without having the
intention to buy them. The remaining often tends to try new
clothes in shops without really planning to buy them. The
reason for this being the youth today tend to search for value
for money and then opt for buying such apparels.
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Consumer Behaviour For Apparels Among Youth
5%
20%
20%
Always
Usually
Sometimes
Seldom
Never
20%
35%
Chart 17
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Consumer Behaviour For Apparels Among Youth
10%
25%
10%
Always
Usually
Sometimes
Seldom
25% Never
30%
Chart 18
The chart depicts that close to one-third of sample size not very
often tends to choose their apparel depending on their mood.
Quarter of the people very rarely make their choices of their
apparel on the basis of their mood. The reason for the above
being that the youth today is very moody and gives very less
importance to what the situation demands.
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Consumer Behaviour For Apparels Among Youth
5%
10%
5% Always
Usually
50% Sometimes
Seldom
Never
30%
Chart 19
Section 4
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Consumer Behaviour For Apparels Among Youth
0%
5%
25% Wife
Friends
Girl-friend
55%
Colleagues
Others
15%
Chart 20
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Consumer Behaviour For Apparels Among Youth
0%
15% 0%
Television
Radio
Newspapers
50% Magzines
Internet
30% Others
Do not Use
5% 0%
Chart 21
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Consumer Behaviour For Apparels Among Youth
15% 5%
0%
Associates Degree
Bachelors Degree
20% Masters Degree
Ph.D or Equivalent
Other Professional Degree
60%
Chart 22
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Consumer Behaviour For Apparels Among Youth
Martial Status
5%
10%
Never Married
Married
Divorced
85%
Chart 23
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Consumer Behaviour For Apparels Among Youth
25% 25%
No Income
Less than Rs. 5,000
Rs. 5,000 - 10,000
0% Rs. 10,000 - 20,000
5% Rs. 20,000 - 25,000
Rs. 25,000 - 30,000
5%
Rs. 30,000 and Above
30% 10%
Chart 24
CONCLUSION
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Consumer Behaviour For Apparels Among Youth
The survey shows that today’s youth always try new clothes
without planning to buy them. They not very often try on
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Consumer Behaviour For Apparels Among Youth
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Consumer Behaviour For Apparels Among Youth
Name:
_______________________________________
Age:
______________
Occupation:
_____________________
SECTION I:
Scale:
Always, very few exceptions 5
Usually, majority of the time 4
Sometimes 3
Seldom, not very often 2
Never, very few exceptions 1
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Consumer Behaviour For Apparels Among Youth
11. When new styles appear on the market, I am one of the first
to buy them. ____
12. I get bored with wearing the same type of clothes all the
time. ____
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Consumer Behaviour For Apparels Among Youth
SECTION II:
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Consumer Behaviour For Apparels Among Youth
Scale:
Always, very few exceptions 5
Usually, majority of the time 4
Sometimes 3
Seldom, not very often 2
Never, very few exceptions 1
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Consumer Behaviour For Apparels Among Youth
9. I would rather miss something than wear clothes that are not
appropriate. ____
SECTION III:
Read the following statements and rate each according to
the scale given below. Indicate your choice by recording the
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Consumer Behaviour For Apparels Among Youth
Scale:
Always, very few exceptions 5
Usually, majority of the time 4
Sometimes 3
Seldom, not very often 2
Never, very few exceptions 1
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Consumer Behaviour For Apparels Among Youth
10. I get bored with wearing the same type of clothes all the
time. ____
SECTION IV:
Indicate your choice by placing a CHECK or X in the spaces
provided after each response.
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Consumer Behaviour For Apparels Among Youth
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Consumer Behaviour For Apparels Among Youth
3) Divorced _____
4) Separated _____
Recommendations Page
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Consumer Behaviour For Apparels Among Youth
Every person rich or poor has the right to present himself the
way he would like to and vendors need to give an opportunity
for them to do so.
Bibliography
www.fashionweak.com
www.fashionformen.com
wikipedia
Hunk Magazine 12 edition
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