A STUDY ON CONSUMER BUYING BEHAVIOUR

TOWARDS BRANDED DENIM

Project report submitted in partial fulfilment for the

requirement for the award of the Degree of Bachelor of
Business Administration with Computer Applications

by

RETHISH KUMAR.S
21BBA137

Under the Guidance of

Prof. Sathiya M
Assistant Professor
Department of BBA (CA)

Department of BBA (CA)

Sri Krishna Arts and Science College
(Autonomous)
Coimbatore 641 008

March 2024
 Sri Krishna Arts and Science College
(An Autonomous Institution)
Affiliated to Bharathiar University Kuniamuthur
Coimbatore-641008

CERTIFICATE

This is to certify that the Project work entitled “A Study on

Consumer Buying Behaviour towards Branded Denim” in partial
fulfilment of requirements for the degree of Bachelor of Business
Administration with Computer Applications to Bharathiar University,
Coimbatore, is a record of bonafide work carried out by RETHISH
KUMAR.S RegNo:21BBA137 and that no part of this has been submitted
for the award of any other degree or diploma and the work has not been
published in popular journal or magazine.

GUIDE HOD

DEAN

Viva voce conducted on:

Place: Coimbatore

Date:

Internal Examiner External Examiner

 Sri Krishna Arts and Science College
(An Autonomous Institution)
Affiliated to Bharathiar University
Kuniamuthur, Coimbatore -641008

DECLARATION

I hereby declare that the Project work entitled “A Study on Consumer

Buying Behaviour Towards Branded Denim” submitted to Bharathiar
University, Coimbatore, in partial fulfilment of the requirements for the award
of degree of Bachelor of Business Administration with Computer
Applications is an original work and it has not been previously formed the
basis for the award of any Degree, Diploma, Associate ship, Fellowship or
similar titles to any other university or body during the period of my study.

Place: Coimbatore

Date:

Signature of the Candidate

 ACKNOWLEDGEMENT

First and foremost, I thank the almighty for endowing his immense blessing
that helped in each step, towards the completion of the report.

I express my heartfelt thanks to our CEO Dr. K.

Sundararaman,M.Com.,M.Phil.,Ph.D. and Principal
Dr.R.Jagajeevan MBA.,M.Phil., Ph.D. for providing me the facilities
neededto complete thisproject.

I take this opportunity to express my deep profound gratitude toour Dean of

the Department Prof. P. Rajan M.Sc., MBA, (Ph.D.) and our Head of
the Department Prof. Julian Gnana Dhas C B.E., MBA.,NET for all
their encouragement throughout the project.

I express my thanks to my Guide Prof. Mrs. M. Sathiya MBA, (Ph.D.),

for her guidance, engagement and aspiring support to complete this project.

Finally, I express my thanks to my parents who have given support and

encouragement in doing this project.

Student Name: RETHISH KUMAR.S

Roll no:21BBA137
 LIST OF CONTENTS

S. NO. CHAPTER PAGE NO.

Abstract I
List of Tables II
List of Charts III
List of Figures IV
I Introduction 1
1.1 Overview of the Study
1.2 Industry Profile
1.3 Need for the Study
1.4 Objectives of the Study
1.5 Scope of the Study
1.6 Limitations of the Study
II Literature Review
2.1 Theoretical Concepts
2.2 Review of Literature
III Research Methodology
3.1 Research Design
3.2 Sources of Data
3.3 Sample Design
3.3.1 Population
3.3.2 Sample Size
3.3.3 Sampling Method
3.4 Method of Data Collection
3.5 Tools for Analysis
IV Analysis and Discussion
V Findings and Suggestions
5.1 Findings
5.2 Suggestions
VI Conclusion
Bibliography V
Appendix VI
 ABSTRACT

The denim industry has undergone a remarkable transformation, evolving from a

utilitarian fabric to a symbol of fashion and self-expression. Branded denim, in
particular, occupies a significant niche within the fashion market, attracting a diverse
array of consumers. The primary objective of this study is to investigate consumer
preferences and behaviour concerning branded denim. This research utilizes
descriptive analysis to provide a comprehensive overview of consumer preferences
and behaviour towards branded denim. By analysing survey data and conducting
focus group discussions, this study aims to gain insights into the underlying trends
and patterns shaping consumer choices within the denim sector. Convenience
sampling is employed in this study to gather data from a diverse sample of consumers,
ensuring representation across different demographic groups. This method allows for
efficient data collection, enabling researchers to access a wide range of perspectives
and insights into consumer behaviour regarding branded denim Various statistical
tools, including chi-square analysis, percentage analysis, bivariate correlation, and
ANOVA, are employed to analyse the collected data. In conclusion, this research
contributes to the understanding of cons behaviour within the branded denim market.
Through a mixed-methods approach and the utilization of descriptive analysis, this
study has uncovered valuable insights into the factors shaping consumer preferences
and purchasing decisions, this research informs strategic decision-making processes
for denim brands and marketers. Ultimately, the findings of this study are
instrumental in fostering sustainable growth and innovation within the dynamic
landscape of fashion retail.

.
 LIST OF TABLES

TABLE NO. TABLE NAME PAGE NO.

4.1.1. Age of Respondents

4.1.2. Gender of the Respondents

4.1.3. Occupation of the Respondents

4.1.4 Educational Qualification of the Respondents

Impact of Brand Willingness, Recent Purchase of

4.2.1
Denim

4.3.1. Impact of Favourite Denim Brand Based on Age

4.3.2. Chi Square Analysis

4.4.1 Bivariate Correlation

 LIST OF CHARTS

CHART NO. CHART NAME PAGE NO.

4.1.1. Age of Respondents

4.1.2. Gender of the Respondents

4.1.3. Occupation of the Respondents

4.1.4 Educational Qualification of the Respondents

4.3. Bar Chart and Chi Square Analysis

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CHAPTER I – INTRODUCTION

1.1. Overview of the Study

This research project seeks to provide a comprehensive understanding of consumer

behaviour towards branded denim within the fashion industry. Denim has transitioned
from utilitarian work wear to a symbol of fashion, making it essential to explore the
factors guiding consumer preferences and purchasing decisions in this domain.
Utilizing a mixed-methods approach blending qualitative and quantitative analyses,
the study aims to identify the key determinants driving consumer choices, including
brand perception, product quality, pricing, and socio-cultural influences. It also delves
into the impact of brand loyalty and perception on consumer behaviour, alongside
examining how socio-cultural factors and marketing strategies shape consumer
preferences. Through synthesizing these findings, the research aims to offer
actionable insights for denim brands and marketers, facilitating the development of
strategies aligned with evolving consumer needs in the competitive fashion landscape.
Ultimately, this project contributes to advancing our understanding of consumer
behaviour in the context of branded denim, with implications for industry practices
and strategic decision-making.

Overall, this research project aspires to contribute to the existing body of knowledge
on consumer behaviour within the fashion industry, particularly in the context of
branded denim. By shedding light on the complex interplay of psychological, social,
and cultural factors influencing consumer decisions, the study aims to inform strategic
decision-making processes and foster innovation in fashion retail.

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1.2. Industry Profile

The Tirupur denim industry represents a significant segment within the global fashion
market, characterized by its enduring popularity and continuous innovation. Denim,
originally introduced as sturdy work wear fabric, has evolved into a versatile fashion
staple embraced by consumers worldwide. The industry encompasses various
stakeholders, including denim manufacturers, designers, retailers, and consumers,
each playing a crucial role in shaping trends and driving demand.

1. Market Size and Growth: The denim market boasts a substantial size, with
consistent growth driven by changing fashion trends, consumer preferences,
and innovations in design and technology. Despite occasional fluctuations, the
industry demonstrates resilience and adaptability to evolving market
dynamics.

2. Consumer Demand and Preferences: Consumers' affinity for denim

transcends age, gender, and cultural boundaries, making it a universally
popular clothing choice. Preferences for specific denim styles, fits, washes,
and brands vary among different demographic segments, influencing
purchasing decisions.

3. Branding and Competition: Branding plays a crucial role in the denim

industry, with established brands commanding consumer loyalty and trust.
Competition is fierce, with both established players and emerging brands
vying for market share through innovative designs, marketing strategies, and
collaborations.

4. Supply Chain and Manufacturing: The denim supply chain encompasses

various stages, including sourcing raw materials, fabric production, garment
manufacturing, and distribution. Globalization has led to the decentralization
of manufacturing, with production hubs located in countries offering cost-
effective labor and resources.

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5. Sustainability and Ethical Practices: With growing awareness of

environmental and social issues, sustainability and ethical practices have
become prominent concerns within the denim industry.

1.3. Need for the study

The study on consumer behavior towards branded denim is imperative in the

contemporary fashion landscape for several compelling reasons. Denim, once a
utilitarian fabric, has transcended its functional origins to become an iconic symbol of
style and self-expression worldwide. Its enduring popularity and ubiquity in
wardrobes across cultures underscore its significance within the fashion industry.
However, amidst a plethora of denim options available to consumers, understanding
why individuals gravitate towards branded denim over generic alternatives is
paramount for denim brands and marketers.

Firstly, unraveling the intricacies of consumer preferences provides invaluable

insights into shifting market dynamics and evolving fashion trends. In an industry
characterized by rapid changes and fickle consumer tastes, comprehending the
underlying motivations behind purchasing decisions is essential for brands to remain
agile and responsive. By deciphering what drives consumers to choose branded
denim, whether it's brand reputation, perceived quality, or stylistic appeal, brands can
better anticipate and adapt to emerging trends, ensuring their offerings remain
relevant and desirable.

Moreover, a deeper understanding of consumer behavior facilitates the development

of more effective brand strategies. From brand positioning to communication tactics,
insights gleaned from consumer research enable brands to craft compelling narratives
that resonate with their target audience. By aligning brand messaging and values with
consumer preferences, brands can foster stronger connections and loyalty among
consumers, ultimately driving long-term brand growth and profitability

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1.4. Objective of the study

Primary Objective

To investigate the key determinants influencing consumer buying behaviour towards

branded denim, including factors such as brand perception, product quality, pricing,
and socio-cultural influences.

Secondary Objectives

1. To examine the impact of brand loyalty and perception on consumer purchasing

decisions within the branded denim market.

2. To explore the role of socio-cultural factors, such as fashion trends, cultural norms,
and peer influence, in shaping consumer preferences for branded denim.

3. To assess the effectiveness of various marketing strategies employed by denim

brands in attracting and retaining consumers.

1.5. Scope of the study

 This study investigates consumer behavior towards

branded denim in the fashion industry, focusing on factors influencing
preferences, purchasing decisions, and brand perceptions.

 Key areas of exploration include motivations for

choosing branded denim, such as brand loyalty, perceived quality, pricing, and
socio-cultural influences.

 The study also examines the impact of marketing

strategies employed by denim brands, such as advertising campaigns and
celebrity endorsements, on consumer perceptions and behavior.

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 Socio-cultural factors like fashion trends, cultural

norms, and peer influence are analyzed for their role in shaping consumer
preferences for branded denim.

 Overall, the study aims to provide actionable

insights for denim brands and marketers to better understand and cater to
consumer needs, with implications for industry practices and future research in
the fashion sector.

1.6. Limitations of the study

 Limited applicability: The study focuses primarily

on branded denim within the fashion industry, potentially limiting the
generalizability of findings to other fashion categories or consumer segments.

 Response bias: Reliance on self-reported data from

surveys and focus group discussions may introduce response bias and social
desirability bias, affecting the accuracy of collected data.

 Sample limitations: Constraints in sample size,

composition, and demographics may impact the study's ability to represent the
full spectrum of consumer behaviours and preferences.

 Cross-sectional design: The study's cross-sectional

design limits the ability to establish causal relationships between variables,
restricting insight into underlying mechanisms driving consumer behavior
towards branded denim.

 Industry challenges: Accessing proprietary data and

obtaining cooperation from denim brands and retailers may pose challenges,
potentially constraining the depth of analysis and availability of information.
Additionally, the dynamic nature of the fashion industry may impact the
relevance of study findings over time.
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CHAPTER II – LITERATURE REVIEW

2.1. Theoretical Concepts

In a study investigating consumer behaviour towards branded denim, several

theoretical concepts from various disciplines can provide a framework for
understanding the complexities involved. Here are five key theoretical concepts
relevant to the project:

Consumer Behaviour Theory

Consumer behaviour theory explores the psychological, social, and cultural

factors that influence individuals' decision-making processes when purchasing goods
and services. The study will draw upon theories such as the Theory of Planned
Behaviour (TPB) and the Behavioural Economics approach to understand how
consumers' attitudes, subjective norms, and perceived behavioural control shape their
intentions to purchase branded denim. Additionally, concepts like consumer
involvement and decision-making styles will be explored to elucidate the varying
levels of engagement and cognitive processes consumers employ when selecting
denim products.

Brand Loyalty and Brand Perception

Brand loyalty theory examines the degree to which consumers exhibit repeat
purchasing behaviour towards a particular brand and the factors contributing to brand
attachment. Drawing from theories such as Brand Equity theory and the Brand
Personality framework, the study will investigate how consumers' perceptions of
brand image, brand associations, and brand personality influence their loyalty towards
branded denim. Moreover, the study will explore the concept of brand equity and its
components (brand awareness, brand associations, brand loyalty, and perceived
quality) to understand how these factors contribute to the overall strength of a brand
within the denim market.

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Socio-cultural Influences

Socio-cultural theories, including Social Identity Theory and Cultural Dimensions

Theory, provide insights into how societal norms, values, and cultural influences
shape consumer behaviour. The study will explore how cultural factors such as
fashion trends, subcultural identities, and peer group influences impact consumers'
perceptions and preferences for branded denim. Additionally, concepts like
conspicuous consumption and social comparison theory will be examined to
understand how consumers use denim products as symbols of social status and
identity expression within their social networks.

Marketing Strategies and Consumer Engagement

Marketing theories, such as the Integrated Marketing Communications (IMC)

approach and Consumer Engagement theory, will inform the study's exploration of
how denim brands employ various marketing strategies to engage consumers and
drive purchase intentions. The study will analyse the effectiveness of marketing
tactics such as advertising, celebrity endorsements, influencer marketing, and
experiential marketing in shaping consumer perceptions and purchase decisions
within the branded denim market.

Sustainability and Ethical Consumption

Theoretical frameworks related to sustainability and ethical consumption, including

the Theory of Planned Behaviour (TPB) applied to sustainability, and Ethical
Consumption theory, will be essential in understanding consumers' attitudes and
behaviours towards sustainable denim products. The study will explore how factors
such as environmental awareness, ethical considerations, and corporate social
responsibility initiatives influence consumers' preferences for sustainable denim
brands and products.

In summary, these theoretical concepts provide a robust framework for understanding

the multi-faceted nature of consumer behaviour towards branded denim. By
integrating insights from these theoretical perspectives, the study aims to provide a

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comprehensive analysis of the factors influencing consumer preferences and

purchasing decisions within the dynamic and competitive denim market.

2.2. Review of literature

• Dr. Namita Rajput- OCTOBER 30, 2014

o IN Dynamics of Young Indian Consumers Buying Behavior Towards
Denim Apparels : Gender Perspective- This study examines the
insights of gender perspective and throw slight on shopping habits,
brand awareness, denim Preference of young consumers in the apparels
segment. It focuses on the differences in the shopping orientations of
male and female shoppers with respect to the various buying behavior
dimensions divided into five attributes i.e. Store Attributes, Product
attributes, Reference Groups, Consumer Characteristics and
Promotional factors. The results gathered can be a useful ingredient for
the marketer to strategize on the basis of gender perspective .

• Sandeep Rajendra and Sahu 2015

• Analysis of purchasing behavior of office goers in branded and non-branded
apparel category in Mumbai-- . From the study it was found that office goers
youth normally prefer branded apparel due to mainly good quality, durability
and status symbol. Non-branded was also popular among them mainly because
of bargaining, reasonable price and attractiveness.

• Syed Ahamed and Ravi 2016

• It was found from the study that apparel manufactures should focus on
manufacturing various varieties to customers in terms of design, style, as well
as color. It is suggested to the garments manufactures that, they should
concentrate of texture, comfort ability of garments, since gaining self-respect
in the society was an important consideration for the consumers .

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• Kaushal Bhatt, Kinjal Bhatt, 2012

• The study suggested branded clothes manufacturers should focus on providing
more variety to customers both in terms of design and styles as well as colors
and also helped them to know and appreciate what customers are looking for!

• Su & Tong 2016

• Found out that the personality of denim jeans brands can be explained in six
different distinct dimensions of practicality, ruggedness, attractiveness,
friendliness, flexibility, and honesty. It was seen that customers do relate
brand personality framework with denim brands which have different effects
on the over satisfaction earned by the consumer as well as reflected in their
brand loyalty.

• Wu & Delong 2006

• According to the study conducted by Wu & Delong 2006, it has been found
out that fit and comforts are the mainly imperative criterion for the purchasing
decision. Aesthetic characteristics like colour, style, fabric play an important
role in appraising the quality of denims. Many times, the sensorial features
like colour and the tactile feel also play a prominent role of a driving force
behind purchase. The hand and weight of the fabric and appearance play a role
in determining the quality from the consumer’s perspective.

• Rahman, Fung, Chen, Chang, & Gao 2010

• In the research conducted by Rahman, Fung, Chen, Chang, & Gao 2010, the
varied functional and aesthetic attributes that play a role in the purchase
decision of a consumer in the denim market are cross national and the focus
may vary according to the consumer’s country of origin. For some customers,
social conformity is more important in the consumption of denim jeans, while
for others self-expression/personal enhancement became more important.

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• Morris & Prato 1981

• Observed that comfort and fit of the jeans were the two most significant
factors in determining the overall preference for the garments. The comfort
ratings were found to be most dependent on the fit of the garment,
characterized by the dimensional stability of the fabrics. Apart from this,
softness was also ranked as an essential factor. Laboratory tests made on the
fabrics were poor predictors of the dimensional changes that occurred during
wear. However, changes in the laundered garments were good predictors of
the changes.

• Weinstein, Maraz, & Griffiths 2016

• According to the study of Weinstein, Maraz, & Griffiths 2016, for some denim
wear customers, shopping is unplanned and sudden, instigated at the retail
point connected with a strong urge and feeling of contentment or stimulation
which is termed as compulsive buying.

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CHAPTER III – RESEARCH METHODOLOGY

3.1. Research Design

The Descriptive research design employs a mixed-methods approach, integrating

qualitative and quantitative methodologies to comprehensively explore consumer
behaviour towards branded denim. Overall, this research design facilitates a holistic
analysis, offering valuable insights for denim brands and marketers to better meet
consumer needs in the competitive fashion industry.

3.2. Source of data

Primary Source of Data

 Online Surveys - A structured questionnaire will be developed to collect

quantitative data directly from consumers regarding their perceptions,
preferences, and purchasing behavior towards branded denim. The survey will
be distributed through various online channels, such as social media platforms,
email newsletters, and fashion forums, to reach a diverse sample of
participants. The survey will include questions on brand loyalty, product
preferences, price sensitivity, socio-demographic characteristics, and other
relevant factors influencing consumer behavior towards branded denim.

Secondary Source of Data

 Literature Review - A comprehensive review of existing literature on

consumer behaviour, branding, fashion marketing, and denim industry trends
will be conducted to gather secondary data. This will involve accessing
academic journals, books, industry reports, market research publications, and
online databases such as PubMed, Scopus, and Google Scholar. The literature
review will provide theoretical frameworks, empirical findings, and industry

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insights to contextualize the study and inform research hypotheses,

methodology, and data interpretation.

 Existing Data Sources - Existing data sources, such as market research

reports, industry databases, and publicly available datasets, will be utilized to
supplement the primary data collected through surveys. These sources may
include industry statistics, market share data, sales figures, trend analyses, and
consumer research reports specific to the denim and fashion retail sectors. By
leveraging existing data sources, the study can enhance its depth of analysis,
validate findings, and provide broader industry context for interpreting
research findings.

3.3. Sample Design

The study on consumer buying behavior towards branded denim aims to employ
descriptive analysis to explore various aspects of consumer preferences and decision-
making processes within this domain. Utilizing a mixed-methods approach, both
qualitative and quantitative data will be collected to gain comprehensive insights.
Surveys will be administered to a diverse sample of consumers to gather numerical
data on factors such as brand perceptions, purchase intentions, demographic
characteristics, and socio-cultural influences

3.3.1. Population

The population for this project includes men’s and women’s from the age of 18 and
above to ensure representative data collection.

3.3.2. Sample Size

For my project, a sample size of 103 responses was collected to analyse consumer
behaviour towards branded denim with statistical significance and reliability.

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3.3.3. Sampling Method

For my project “A study on consumer buying behaviour towards branded denim”. I

opted for Convenience sampling. This method allows researchers to capture the
diversity within the population and ensures that each subgroup is adequately
represented in the sample. It ensures that researchers can obtain a sample that
accurately reflects the characteristics of the population, thus enhancing the
generalizability and reliability of the study findings regarding consumer buying
behaviour towards branded denim.

3.4. Method of Data Collection

For primary data collection

An online survey will be distributed to a diverse sample of consumers through
various online channels, including social media platforms, email newsletters, and
fashion forums, to gather quantitative insights into their perceptions, preferences, and
purchasing behavior towards branded denim.

For secondary data collection

A thorough review of existing literature on consumer behavior, branding,
fashion marketing, and denim industry trends will be conducted, utilizing academic
journals, books, industry reports, market research publications, and online databases
such as Google Scholar to gather theoretical frameworks, empirical findings, and
industry insights.

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3.5 Tools of Analysis

The tools of analysis for the project will include:

Percentage analysis
Percentile analysis will be conducted to examine the distribution of
responses across different variables within the dataset. This analysis will help identify
patterns, outliers, and trends within the data, providing insights into consumer
behavior and preferences.
Percentage= (Item/Base amount)×100%

Regression analysis
Regression analysis will be used to identify the strength and direction
of relationships between predictor variables (e.g., brand perception, price sensitivity)
and the outcome variable (e.g., purchase intention). Multiple regression analysis may
also be employed to assess the combined effect of multiple predictors on consumer
behavior towards branded denim.

Chi-square test
Chi-square tests will be employed to examine the association between
categorical variables, such as brand preference and demographic characteristics. This
statistical test will help determine if there are significant relationships between
different variables within the dataset.
Χ² = Σ [ (O_i – E_i)² / E_i ]

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CHAPTER IV – ANALYSIS AND DISCUSSION

4.1. Percentage analysis of Respondents

4.1.1. Age of the Respondents

age

Cumulative
Frequency Percent Valid Percent Percent

Valid male 64 62.1 62.1 62.1

female 39 37.9 37.9 100.0

Total 103 100.0 100.0

Interpretation

The table presents the frequency and percentage distribution of respondents' gender
(male and female) within a sample of 103 individuals. Among the respondents, 62.1%
were male, while 37.9% were female. This indicates a majority of male respondents in
the sample, with females comprising a smaller proportion.

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4.1.2. Gender of the Respondents

gender

Cumulative
Frequency Percent Valid Percent Percent

Valid <18 43 41.7 41.7 41.7

18 to 25 39 37.9 37.9 79.6

25 to 35 11 10.7 10.7 90.3

>35 10 9.7 9.7 100.0

Total 103 100.0 100.0

Interpretation

The table displays the frequency and percentage distribution of respondents' age
groups within a sample of 103 individuals. The majority of respondents fall into the
"<18" age category, representing 41.7% of the sample. The next largest group is the
"18 to 25" age range, comprising 37.9% of the sample. Smaller proportions of
respondents are distributed across the "25 to 35" (10.7%) and ">35" (9.7%) age
categories.

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4.1.3. Educational Qualification of the respondents

education

Cumulative
Frequency Percent Valid Percent Percent

Valid up to +2 23 22.3 22.3 22.3

under graduate 56 54.4 54.4 76.7

post graduate 17 16.5 16.5 93.2

others 7 6.8 6.8 100.0

Total 103 100.0 100.0

Interpretation

The table presents the frequency and percentage distribution of respondents' education
levels within a sample of 103 individuals. Among the respondents, the majority have
an undergraduate degree, accounting for 54.4% of the sample. Additionally, 22.3%
have completed up to the 12th grade (+2), while 16.5% have a postgraduate degree. A
smaller proportion of respondents (6.8%) fall into the "others" category, indicating
alternative educational backgrounds.

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4.1.4. Occupation of the Respondents

occupation

Cumulative
Frequency Percent Valid Percent Percent

Valid student 56 54.4 54.4 54.4

self employed 21 20.4 20.4 74.8

business 18 17.5 17.5 92.2

others 8 7.8 7.8 100.0

Total 103 100.0 100.0

Interpretation

The table illustrates the frequency and percentage distribution of respondents'

occupations within a sample of 103 individuals. Among the respondents, the majority
(54.4%) are students, followed by self-employed individuals (20.4%) and those
engaged in business (17.5%). A smaller proportion of respondents (7.8%) fall into the
"others" category, representing alternative occupational statuses.

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4.2. Regression Analysis

Regression analysis will be employed in this project to explore the relationships

between various predictor variables and the outcome variable of consumer behavior
towards branded denim. Specifically, multiple regression analysis will be conducted
to assess the combined impact of predictor variables such as brand perception,
product quality, pricing, socio-demographic characteristics, and marketing strategies
on consumer purchasing intentions and brand loyalty.

Table 4.2.1 Impact of Brand Willingness, Recent Purchase of Denim

b
Variables Entered/Removed

Variables Variables
Model Entered Removed Method

1 Do you tend to
stick to a
particular brand
when buying
denim?, How . Enter
satisfied are you
with your recent
branded denim
a
purchase?

a. All requested variables entered.

b. Dependent Variable: gender

Interpretation (Variables Entered/Removed)

In Model 1, both predictor variables were entered into the analysis. No variables were
removed from the model. The method used was "Enter", indicating that all requested
variables were included in the analysis.

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Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate
a
1 .178 .032 .012 .94688

a. Predictors: (Constant), Do you tend to stick to a particular brand

when buying denim?, How satisfied are you with your recent branded
denim purchase?

Interpretation (Model Summary)

Model Summary The R-square value of 0.032 suggests that approximately 3.2% of
the variance in gender can be explained by the predictor variables included in the
model. The adjusted R-square, which accounts for the number of predictors and
sample size, is 0.012. The standard error of the estimate is 0.94688, indicating the
average distance between the observed and predicted values of gender.

b
ANOVA

Model Sum of Squares df Mean Square F Sig.

a
1 Regression 2.944 2 1.472 1.642 .199

Residual 89.658 100 .897

Total 92.602 102

a. Predictors: (Constant), Do you tend to stick to a particular brand when buying denim?, How
satisfied are you with your recent branded denim purchase?

b. Dependent Variable: gender

Interpretation (ANOVA)

The ANOVA table tests the overall significance of the regression model. The F-value
of 1.642 with a corresponding p-value of 0.199 suggests that the overall regression
model is not statistically significant at the conventional significance level of 0.05.

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a
Coefficients

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant)
1.644 .297 5.540 .000

How satisfied are you with

your recent branded denim -.091 .099 -.097 -.918 .361
purchase?

Do you tend to stick to a

particular brand when .202 .113 .189 1.788 .077
buying denim?

a. Dependent Variable: gender

Interpretation (Coefficient)

. The coefficient for satisfaction with recent branded denim purchases (-0.091)
suggests a slight decrease in gender with increasing satisfaction, though not
statistically significant (p = 0.361). Similarly, the coefficient for brand loyalty (0.202)
indicates a potential positive association with gender, yet not statistically significant at
conventional levels (p = 0.077).

The regression model explains approximately 3.2% of the variance in gender, with an
adjusted R-square of only 0.012, indicating low explanatory power. Additionally, the
ANOVA results show the model as not statistically significant (p = 0.199), suggesting
that predictor variables do not significantly explain gender variation.

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Chart 4.3. Bar Chart

Table 4.3.1.Impact of Favourite Denim Brand Based on Age

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

gender * Which brand of

denim do you consider as 103 100.0% 0 .0% 103 100.0%
your favorite?

gender * Which brand of denim do you consider as your favorite? Crosstabulation

Count

Which brand of denim do you consider as your favorite?

levis calvin klein lee wrangler Total

gender <18 19 17 6 1 43

18 to 25 10 15 12 2 39

25 to 35 0 3 6 2 11

>35 0 2 5 3 10

Total 29 37 29 8 103

Interpretation

The cross tabulation table presents the distribution of respondents' favorite denim
brands across different age groups and genders within a sample of 103 individuals.
Upon examination, it is evident that there are variations in brand preferences across
different age groups and genders.

Among respondents aged under 18, the majority favored Levi's as their preferred
denim brand, with 19 out of 43 respondents selecting it as their favorite. In contrast,

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among respondents aged 18 to 25, Calvin Klein emerged as the most favored brand,
with 15 out of 39 respondents expressing a preference for it. Additionally,
respondents in the 25 to 35 age group showed a preference for Lee denim, with 6 out
of 11 respondents selecting it as their favorite.

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Table 4.3.2.Chi Square Table

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)
a
Pearson Chi-Square 28.566 9 .001

Likelihood Ratio 31.389 9 .000

Linear-by-Linear Association 25.334 1 .000

N of Valid Cases 103

a. 10 cells (62.5%) have expected count less than 5. The minimum

expected count is .78.

Interpretation

The Chi-Square Tests results indicate significant associations between respondents'

gender and their favourite denim brands (Pearson Chi-Square = 28.566, p < 0.001).
This suggests that there is a relationship between gender and brand preference among
respondents. However, it's worth noting that some cells have expected counts less
than 5, indicating potential limitations in the analysis due to small expected
frequencies. Overall, these findings underscore the importance of considering gender
differences when examining brand preferences within the denim industry.

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4.4. Correlate Analysis

The correlation analysis examines the relationships between variables within the
project, such as brand perception, product quality, pricing, and consumer behaviour
towards branded denim. It provides insights into the strength and direction of these
relationships, helping to identify key factors that influence consumer preferences and
purchasing decisions. By analysing correlations, the project aims to uncover patterns
and associations that contribute to a better understanding of consumer behaviour in
the context of branded denim, facilitating informed decision-making for denim brands
and marketers.

Table 4.4.1 Bivariate Correlations

Correlations

What will be your

mindset while
purchasing
gender denim?

gender Pearson Correlation 1 .066

Sig. (2-tailed) .510

N 103 103

What will be your mindset Pearson Correlation .066 1

while purchasing denim? Sig. (2-tailed) .510

N 103 103

Interpretation

The correlation analysis reveals a weak and non-significant correlation between

respondents' gender and their mindset while purchasing denim (Pearson's r = 0.066, p
= 0.510).

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CHAPTER V - FINDINGS AND SUGGESTIONS

 Consumer behaviour towards branded denim is influenced by various factors,

including demographic segmentation, brand perception, product quality, and
pricing.

 Cross tabulation analysis reveals variations in brand preferences among

different demographic groups, with age and gender playing significant roles.

 Regression analysis suggests that while brand perception and product quality
may influence purchasing decisions, they do not significantly predict gender
or mind set during denim purchases.

 Weak and non-significant relationships between gender and mind set when
purchasing denim imply that other variables, such as brand perception and
product attributes, may play a more significant role in shaping consumer
behaviour.

 Chi-square tests indicate significant associations between gender and favourite

denim brands, emphasizing the importance of gender segmentation in
understanding consumer preferences.

 Pricing emerges as a critical determinant of consumer behaviour towards

branded denim, with consumers seeking a balance between affordability and
perceived value.

 Socio-demographic factors such as age and occupation also influence

consumer behaviour, with variations in brand preferences and purchase
motivations observed across different age groups and professions.

 Overall, the findings contribute to a nuanced understanding of consumer

behaviour in the denim industry and provide insights for targeted marketing
campaigns, product innovations, and pricing strategies.

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5.2 Suggestions

 Denim brands have significant strategic opportunities based on comprehensive

insights.

 Segmented marketing strategies targeting distinct demographic groups (age

and gender) are recommended.

 Diversification of product offerings is necessary to cater to diverse brand

preferences.

 Enhancing customer engagement through targeted campaigns is crucial.

 Prioritizing product innovation aligned with consumer satisfaction is key.

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CHAPTER VI – CONCLUSION

In conclusion, the study on consumer buying behaviour towards branded denim has
provided valuable insights into the factors influencing consumers' preferences and
purchasing decisions within the denim industry. Through a comprehensive analysis of
various theoretical concepts, primary and secondary data collection methods, and
statistical analyses, several key findings have emerged, shedding light on the dynamic
nature of consumer behaviour in the context of branded denim.

The study on consumer buying behaviour towards branded denim

contributes to the existing body of knowledge within the fashion industry, providing
actionable insights for denim brands, marketers, and industry stakeholders to navigate
the complexities of consumer behaviour and drive sustainable growth and innovation
within the denim sector.

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BIBLIOGRAPHY

1. 32ND IAF WORLD FASHION CONVENTION: INDIAN DENIM SECTOR SET

TO BECOME $8 BILLION INDUSTRY (2016).

2. ALLEN, J., & MADDEN, T. J. (1985). A CLOSER LOOK AT CLASSICAL

CONDITIONING.

3. BLUT, M., EVANSCHITZKY, H., VOGEL, V., & AHLERT, D. (2007).

SWITCHING BARRIERS IN THE FOUR STAGE LOYALTY MODEL.

4. CHOWDHURY, P. K. (2001). SUCCESSFUL BRANDING.

5. GLOBAL AND INDIAN DENIM MARKET OVERVIEW (2016).

6. JIN, B., PARK, J. Y., & RYU, J. S. (2010). COMPARISON OF CHINESE AND
INDIAN CONSUMERS’ EVALUATIVE CRITERIA FOR DENIM JEANS.

7. KOTHARI, C. (2004). RESEARCH METHODOLOGY.

8. MALHOTRA, N. K., & BIRKS, D. F. (2006). MARKETING RESEARCH: AN

APPLIED APPROACH.

9. CHANG, W.-L., & GAO, X. (2010). A STUDY OF APPAREL CONSUMER

BEHAVIOR IN CHINA AND TAIWAN.

10. SU, J., & TONG, X. (2016). BRAND PERSONALITY, CONSUMER

SATISFACTION, AND LOYALTY: PERSPECTIVE FROM DENIM JEANS
BRANDS.

11. UPADHYAY, D., & AMBAVALE, R. (2013). PREFERENCE STUDY OF

DENIM JEANS IN FEMALE SEGMENT.

12. WU, J., & DELONG, M. (2006). CHINESE PERCEPTIONS OF WESTERN-

BRANDED DENIM JEANS.

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WEBSITES:
• www.scholar.com
• www.researchgate.in
• www.sciencegate.com
• core.ac.uk

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APPENDIX
A STUDY ON CONSUMER BUYING BEHAVIOUR
TOWARDS BRANDED DENIM
Dear

Sir/Mam,

I am Rethish Kumar S student of III BBA CA Department, Sri Krishna Arts

and Science College, doing a project on "A STUDY ON CONSUMER
BUYING BEHAVIOUR TOWARDS BRANDED DENIM ". I request you
to kindly spare your valuable time in filling up the questionnaire. I assure
that the information collected from you will be used for the academic
purpose only and it will be kept confidential.

1. Name -

2. Gender
[ ] Male
[ ] Female
[ ] Others

3.Age
[ ] <18
[ ] 18 to 25
[ ] 25 to 35
[ ] >35
4. Education
[ ] +2
[ ] Under Graduate
[ ] Post Graduate
[ ] Others

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5. Occupation
[ ] Student
[ ] Self employed
[ ] Business
[ ] Others

6. Annual Income

[ ] Below 4,00,000 [ ] 4,00,000 - 8,00,000 [ ] Above 8,00,000

7. Which brand of denim do you consider as our favourite?

[ ] Levi’s

[ ] Calvin Klein

[ ] Lee

[ ] Wrangler

8. How often do you purchase branded denim ?

[ ] Rarely

[ ] Occasionally

[ ] Frequently

[ ] Always

9. What factors influence your decision to buy branded denim?

[ ] Branded Reputation

[ ] Price

[ ] Style/Design

[ ] Quality

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10. Where do you usually gather information about branded denim before making
a purchase?

[ ] Online reviews

[ ] Social media

[ ] Friends and family

[ ] In store

11. How would you rate the importance of discounts and promotions when purchasing
branded denim?

[ ] Not important

[ ] Somewhat important

[ ] Important

[ ] Very important

12. What role does celebrity endorsement play in influencing your decision to buy a
particular brand of denim?

[ ] No influence

[ ] Slight influence

[ ] Moderate influence

[ ] Strong influence
13. How important is brand loyalty when purchasing a denim?

[ ] Not important

[ ] Somewhat important

[ ] Important

[ ] Very important

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14. Do you tend to stick to a particular brand when buying denim?

[ ] Yes

[ ] Mostly

[ ] Occasionally

[ ] No

15. Are you open to trying new brands of denim, or do you prefer sticking to familiar
ones?

[ ] Open to new brands

[ ] Prefer familiar brands

[ ] Depends on the circumstances

16. How often do you research or read reviews before deciding to purchase a specific
branded denim product?

[ ] Rarely

[ ] Occasionally

[ ] Frequently

[ ] Always

17. How satisfied are you with your recent branded denim purchase?

[ ] Very satisfied

[ ] Satisfied

[ ] Neutral

[ ] Dissatisfied

[ ] Very dissatisfied

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18. How satisfied are you with your recent branded denim purchase?

[ ] Very satisfied

[ ] Satisfied

[ ] Neutral

[ ] Dissatisfied

[ ] Very dissatisfied

19. Would you recommend the purchased brand to others?

[ ] Definitely

[ ] Probably

[ ] Not sure

[ ] Probably not

20. Have you encountered any issues or challenges with your branded denim
purchases?
[ ] Size-related issues
[ ] Quality concerns
[ ] Delivery problems
21. How likely are you to engage with the brand on social media after making a
purchase?
[ ] Very likely
[ ] Likely
[ ] Neutral
[ ] Unlikely
[ ] Very unlikely

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22. How often do you return or exchange branded denim items after purchase?
[ ] Rarely
[ ] Occasionally
[ ] Frequently
[ ] Almost always

23. In your opinion, Does the denim purchases that you made are worth enough the
money and the Quality?
[ ] Yes
[ ] No
[ ] Maybe

24. What will be your mindset while purchasing denim?

[ ] Quality over Quantity
[ ] Quantity over Quality
[ ] Budget Friendly
[ ] Others
25. What sources do you primarily rely on to stay updated about new denim trends
and brands?
[ ] Fashion magazines
[ ] Social media influencers
[ ] Fashion blogs/websites
[ ] Friends and family

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