You are on page 1of 43

Title : Study of Consumer Behaviour on Casual/Sports attire

Consumer Behavior

Executive PGDM – 2008-2009

GROUP PROJECT

Study of Consumer Behavior on Casual/Sports attire

Submitted By- Submitted To -


Group No :
Alok Gupta (08XPGDM05) Dr. Neena Sondhi
Modak Priy (08XPGDM31)
Praveen Gupta (08XPGDM36)
Vineet Dixit (08XPGDM59)

Batch : Executive PGDM 2008-09 Page No : Page 1 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

Acknowledgement

We hereby regard my sincere thanks to Dr. Neena Sondhi, IMI Delhi under whose

guidance this study was undertaken.

We would like to thanks Mr. Amik Kumar Singh, Mr. Amit Srivastav, Mr.Nitin

Mishra, Mr.Gurpreet Singh for giving their valuable piece of time for participating in

the interview to complete the study.

Yours Sincerely

Group Members
Modak Priy (08XPGDM31)
Vineet Dixit (08XPGDM59)
Praveen Gupta (08XPGDM36)
Alok Gupta (08XPGDM05)

Batch : Executive PGDM 2008-09 Page No : Page 2 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

TABLE OF CONTENT
Sr. No. Topic Page

01. Objective 4

02. Methodology 4

03. Introduction 4

04. Sample Profile 6

05. External Factors 8

06. External Influences on Product Purchase 8

07. Marketing Implications 10

08. Exhibit 1.1 13

09. Exhibit 1.2 15

10. Exhibit 1.3 17

11. Exhibit 1.4 19

12. Exhibit 2.0 21

Batch : Executive PGDM 2008-09 Page No : Page 3 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

01. OBJECTIVE

The main objective of this project is to study the buying behaviour of the consumer in
Casual/sports attire and what are the various factors (external or internal) which
influence a person to purchase casual/sports attire

02. METHODOLOGY

All the data collected is from the primary source in which interview was conducted
with individual by each group member) on respondent convenient time where we had
asked several question in the form of questioner (attached) which consist of question
on the demographic details (Age, Gender, Qualification etc) the culture and subculture
and the various ritual and norms, about the family structure he belongs to and the
factor on which he decide to purchase casual/sports attire. Some of the open ended
question also asked abstract the information (i.e who is the decision, initiator,
influencer, payer, user the various source of information and finally the place of
purchase)

03. INTRODUCTION

The field of consumer behaviour is enormous, and highlights the importance of the
customer at the centre of the marketer's universe. Each consumer is unique with
different needs and wants and buying choices and habits are influenced by habit, and
choice that are in turn tempered by psychological and social drivers that affect
purchase decision processes. It is a complex multi dimensional variable.

Knowledge of consumer behaviour is critical for influencing not only product


purchase decisions but also important marketing decisions for commercial firms, non
profit organizations, and regulatory agencies. Applications of consumer behaviour
decisions lie on marketing strategies, regulatory policies, social marketing, and
informed individual.

The general structure and concept of consumer behaviour is fragmented into four
major categories External influence, Internal influence, Self concept and lifestyle,
Decision making. External influences include culture, subculture, demographics,
social status, reference group, marketing activities and family. Internal influences
include perception, learning, memory, motives, personality emotions, and attitude.
The self concept and lifestyle produce needs and desire, many of which consumption
decision to specify.

Culture plays the most pervasive influence on external factors of consumer behaviour.
Culture varies in values and nonverbal communications. Sub culture is a segment of
larger culture hose members share distinguishing values and patterns of behaviour.
Affect of cultural factors on consumer behaviour and marketing strategy is shown
below.
Batch : Executive PGDM 2008-09 Page No : Page 4 of 43
Title : Study of Consumer Behaviour on Casual/Sports attire

Languag
e Tradition
s

Consume Marketing
Demogra
phics r strategy
Behaviou
r

Norms

Non verbal
communications

Demographics consist of structure, size and distribution. Social status refers to ones
position in relatives to others on one or more dimensions valued in society. House
hold plays an important decision on most consumption decisions. Family house hold
consists of a family and any unrelated people residing in the same housing unit. Effect
of hose hold culture, values play an important role in buying decisions.

Consumer behaviour theory prior to the Second World War was based on accepted
economic theory of the "rational man" model of decision making. The central idea of
economics is that people make decisions by weighing costs and benefits in a rational
manner. The consumer's objective is therefore to select a set of product quantities that
maximise satisfaction (or utility), subject to available income. Utility in this context
means the ability of a product to meet functional needs. The consumer then expends
their income (budget) and selects specific amounts of the two products. Product prices
and income are predetermined and, consequently only the quantities of the two
products purchased are varied to maximise utility. Rational therefore means the
"explainable" processes of consumer behaviour.

Current approaches suggest that behavioural underpinnings in consumer decision


processes are beyond pure rational dimensions and stem from both innate and
acquired needs that involve a complex combination of conscious and unconscious
processes as well as rational and emotional factors.

Batch : Executive PGDM 2008-09 Page No : Page 5 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

Thus consumer rationality is mediated by dynamics such as personal paradigms and


perceptual distortion, risk tolerance, and power relations which in turn are subject to
cultural and intellectual prejudices such as gender, age, and ethnicity. This contributes
to the notion of marketing as a normative discipline with elements of art rather than
science in its practice. Arguably as research "explains" the complexity of the
dynamics of consumer behaviour, it will expand the definition of what constitutes a
rational consumer. This behavioural component allows marketers to identify
prospective customers' needs and wants, and influence the exchange, perception, and
satisfaction dynamics of the purchasing decision process.

04. SAMPLE PROFILE

Profile of the respondent:

The respondents (Exhibit 1.1 to 1.4) for this objective are under the category of 31-35
years of age and are working professional in Pvt. Ltd. Organization some of the best
multinational companies in India . The education of sample ranges from graduate
level to post graduate in Technical as well as Professional fields. All respondents were
Hindus except one who was a Sikh and belonged to lower-upper and upper-middle
class families. Two respondents in the sample had nuclear families and the other two
respondents were residing with their parents. The respondents are financially
independent and there income lies in the bracket of 5 - 8 lakh per annum.

Media habits of the respondents were found to be similar in most cases. Their major
choice of extracting information was through news papers and televisions though
there were differences in the likes of channels viewed by individual respondents.

Social stratification of the sample lied between upper middle class to middle class.

Being in the same age the respondents lied in the category of full nest I (married, child
less than 6 yrs of age), where the source of income was dual in one case and single in
all the other cases.

Eating habits of the respondents were found to be similar and all of them responded
negatively when asked whether they drink or smoke highlighting the fact that they
were conservative and followed the norms of their typical Indian culture to which they
belong.

The respondents are socially active and participate frequently in various social
gatherings .All the respondents are very high family oriented every individual is a part
of many different groups based on their common interest.

Batch : Executive PGDM 2008-09 Page No : Page 6 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

Respondents are very well aware of emerging trends and are a fashion conscious
people. They are aware of various domestic as well as international brands available
and the designers. More exposure to television and internet has further contributed in
increasing the awareness. They have a great influence on their choice of brand and
quality of apparels. In most cases they were brand loyal and preferred big
multinational brands.

Purchase decisions of the respondents were highly influenced by their family


members and friends. Location preferences were mostly malls and showrooms.

Demographic variable
Demographic variable is almost same in all the Respondents can be categorized as
Empty Nest I

Respondents are living with wife and kid in all the case. Respondents all are social
active and cultural and like to be associated in one particular group.
Media habits -Respondents are aware of the technology and using watch media and
internet.

Respondents belong to some sub social group based on their hobbies and liking and
disliking. Feel

Income – All the Respondents were in the Income range of 7 Lac to 12 Lac . One of
the Respondents was found price sensitive. One Respondent was very loyal towards a
particular brand and he was more biased towards that brand.
Education - All the Respondents were Graduate and well proverbial. One of the
Respondents was Masters in Environmental science. Respondents were aware about
the development and new arrival and they used their reading skills on print media or
entertainment media .

Occupation- All the Respondents in well known private Firms which are paying them
well. Respondents were taking general advise to their colleagues in their offices about
the new and particular range and they will show interest and ask their availability.

Social class- All the Respondents were in the age bracket of 30-35 years .One of them
was found in spiritual class and others are associated into various other cultural
activity. In case of one Respondent the attire was norms when he is attending the
spiritual function but rest of the time all the Respondents were acting as more bend
towards casual wear.
Age - All the Respondents were in the age bracket of 30-35 years .

Batch : Executive PGDM 2008-09 Page No : Page 7 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

05. EXTERNAL FACTORS

External factors are the factors which are not under our control and which will create
a impulse to consumer to behave in a particular way to make or change his/her
decision.
These factors are:
• Age
• Sex
• Occupation
• Education
• Income
• Class
• Subclass
• Brand loyalty
• Print media
• Social class
• Electronic Media

In our sample size major external factor which played the role in change in decision
making such as “Brand loyalty “in one Respondents case. An other Respondents case
the external factor was spirituality ( Religious) . Rest all were active about and keen
about the latest band in the market. Physiological influences include perception,
learning, memory, motives, personality emotions, and attitude. The self concept and
lifestyle produce needs and desire, many of which consumption decision to specify
leads to a impulse generation with association with external factors. This factor makes
the brand come under the consideration set and finally make into the decision .Our
respondents were using the external factors as mention above to take their sports attire
purchasing decision.

06. EXTERNAL INFLUENCES ON PRODUCT PURCHASE

One of the Respondents was more keen about the particular brand and very loyal.
Price- Generally We found all the Respondents are price sensitive. Regular purchase
of brand will be 2-3 pair per month. Our Respondents are selecting the brand on the
basis of selective occasion.
Brand- Respondents usually prefers to have branded attire on selective brand
available in the market; Respondents choose the brand for the comfort level and
media presence. The selection could be done on the basis of mail receive and the print
add which used to appear into the.
Peer Group- Respondents are associated with some type of group official/ religious
peer group in one of the respondents he belong to religious social class and he was
wearing the attire on particular occasion but all the cases

Batch : Executive PGDM 2008-09 Page No : Page 8 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

Quality- All the respondents were keen about the quality in terms of fabric ,cotton %
in the fabric,
Brand Ambassador- Respondents were in our sample space shown very little on
brand ambassador.
Income: It was observed that the respondents whose families were in the income
group 50,000 Rs or above opted for designer wear.
Family values: It was also observed that they were high on fashion-opinion
leadership. They were very close to the family and seek advice for their purchasing.
Style was an independent factor and therefore all the respondents were independent
when it came to purchasing decisions most of the time. Very rarely they tae the sports
attire decision in presence of their wife’s.
Media: All the respondents were taking their purchase decisions based on the brand
presence in media either in electronic media / Print media/ TV . They all were very
keen about the new arrival of the brand presence in the media.
Salesman influences – All the respondents were not influenced by salesman
recommendation while purchasing. While purchasing the sports attire they some times
ask any discount or offer available on particular variety. Culture and subculture-
Subculture: Each culture contain smaller group of subculture that provide more
specific identification and socialization for its members. Four types of subculture can
be distinguished .Nationality groups such as the Irish, polish, Italians, and Puerto
Ricans are found with in large communities and exhibits distinct ethnic tastes and
Jews represent subculture with specific culture preference and taboos.
Social Class: The Extent of this mobility varies according to the rigidity of social
stratification a given society. A consumer’s behaviour is also influenced by social
factors, such as the consumer’s reference group, family, and social roles and statuses.
Persons with in each social class tend to behave more alike than persons from two
different social classes. Second, persons are perceived as occupying inferior or
superior positions according to their social class.
Reference Group Respondents belong to secondary group, which tend to be more
formal and where there is less continuous interaction. They include religious
organizations, professional associations; get together on the marriage or committee.
Family Group: Since the most of respondents are living their wife’s. They mostly do
not involve their parents to take their sports attire decision because of the fact of
generation gap. They sometime consider their wife’s while they go outside or
weekend purchase. They some times recall the particular brand with help of their
wives and search the particular available in the market place .

Batch : Executive PGDM 2008-09 Page No : Page 9 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

07. MARKETING IMPLICATIONS

Consumers do not make their decisions in a vacuum. Their purchases are highly influenced by
cultural social, personal, and psychological factors. For the most part, they are “non
controllable” by the marketer but must be taken in to account. We want to examine the
influence of each factor on a buyer’s behaviour.
The basic belief of marketing-oriented company is that the customer is the hub
Around which the business revolves. Therefore, understanding what makes
People in general buy and what makes your customer in particular buy is a vital
part of business success. Market itself means – customer, around whom all
marketing strategies are formulated and implemented. In order to meet
competition at the market place, the marketing managers are using various
methods to add value to the final product which will reach the hands of the
consumers. It means in ever changing marketing environment, there is a
growing concern or awareness among marketers to go for a careful study of the
consumer behaviour around which all marketing activities are made. Following
are the key marketing implications of consumer behaviour.

Family Structure

The purchase and consumption of many products are driven by the household life cycle. The
reason for this is that each stage in the family poses unique problems or opportunities to the
family members; and the resolution of these problems often requires the consumption of
products. The implication for the marketer is to decide which segment the product has to be
focussed i.e on which house hold life cycle stage the product has to be marketed. In the
sample group selected for our research we found that most of the respondents lay in the full
nest I category in the age group of less than 35 years, married, having a child of age less than
6 years. In this category the decision initiators or opinion leaders were family members in
most of the cases where the decision was targeted towards Lifestyle casual /sports attires.
Respondents were middle classes , brand loyal and fashion oriented.Opportuniy for the
marketer lies in innovating fashionable products and focus on opinion leaders. Building
brands is important as most of the respondents are brand loyal and have different perceptions
on various brands.

Cultural Factors

In a diversified country like India cultural factors exert the broadest and deepest influence on
consumer behaviour; we will look at the role played by the buyer’s culture, subculture, and
social class. Today, physical fitness, good health and smart appearance are on
premium. Slimming centres and beauty parlours are mushrooming in all major cities
of the country. Cosmetics for both women and men are being sold in increasing
numbers. Even exclusive shops are retailing designer clothes Cross-cultural marketing
is defined as “the effort to determine to what extent the consumers of two or more
nations is similar or different. This will facilitate marketers to understand the
psychological, social and cultural aspects of foreign consumers they wish to target, so

Batch : Executive PGDM 2008-09 Page No : Page 10 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

as to design effective marketing strategies for each of the specific national markets
involved.

Marketer should look into following categories to canalise products on casual/sports


attire in the market.

1. Product selection: The marketer going for cross cultural marketing has to select
the customers/ market not on the basis of the superficial similarities of age or income,
but by using the real motivating factors that prompt them to accept or reject products.
Cultural influences like colour play an important role in marketing of casual and
sports attire. Colours like red were found to be symbols of joy and celebration
whereas colour white was found to be a symbol of death and mourning. Sports attire
are generally wore in leisure times and hence colours like red would be targeted in
this segment.
2. Promotion /marketing communication: Promotion and communications should
be targeted to focus not only on indusial respondents but also on influencers like wife,
family members, friends who play the role of opinion leaders.
3. Pricing: The marketer has to adjust his pricing policies according to the local
economic conditions and customs.

4. Distribution channel: Showrooms and malls have been found major places where
the sample respondents generally purchase .Marketing channels should be focussed on
these areas where visibility of the product plays an important role in individual
decision making.

Some important characteristics of Indian cultural traits.

1. Homogenous Harmony to be valid and preserved,

2. Group, not individual, important

3. Ambiguous

4. General Hold back emotions in public

5. Product-oriented

6. Make a long story short

7. Nonverbal communication important

8. Interested in who is speaking

Cultural Variations & Non-Verbal Communication

In a culture we have many variations in non-verbal communications. Each


culture assigns a meaning to non-verbal signs utilised by it. There are some
variables in non-verbal communication. These are:

Batch : Executive PGDM 2008-09 Page No : Page 11 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

(a) Use of time


(b) Use of space
(c) Friendship
(d) Agreements
(e) Things
(f) Symbols
(g) Etiquette

Time
Time is a resource which is distributed equally amongst everybody. Every
person has the same amount of time at his disposal. What view individuals and
societies take of time makes them different. In our category the role of time plays an
important parameter for marketers as people in India mostly purchase attires during
occasions, festivals like Diwali, Holi etc.Marketters should focus effectively in sport
events like World cup , Olympics and other events which are highlighted on electronic
media. Promotion of attires through integrated marketing communications should
focus on these events.

Friendship
Friendship plays an important role in business transactions. Good personal
Relationship and feelings matter most in a long term agreement. Social contacts
developed by parties gain priority over technical specifications. In India Personal ties,
personal trust leads to cooperation and a lot of transaction can take place between
parties. Friends play the role of opinion leaders and should be targeted by the
marketers.

Media
Information Search
Identified needs can be satisfied only when desired product is known and also
easily available. Different products are available in the market, but consumer
must know which product or brand gives him maximum satisfaction. And the
person has to search out for relevant information of the product, brand or
Location. Consumers can use many sources e.g., neighbours, friends and family.
Marketers also provide relevant information through advertisements, retailers,
dealers, packaging and sales promotion, and window displaying. Mass media
like news papers, radio, and television provide information. Now a day’s internet
has become an important and reliable source of information. As a Marketers we are
able to under stand the exposure behaviour to the various source of media by a person
as in the case of our sample group that the person are highly computer savvy and
internet savvy so the product should made available to the internet also it is important
to understand the preference of channel like most of our sample respondent are prefer
to watch some business news channel like CNBC18 ,NDTV profit Etc.

Target Segment

Batch : Executive PGDM 2008-09 Page No : Page 12 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

For a marketer the opportunity to segmentise the product would be in a middle class
segment with age ranging from 30-35 years, income level 5 Lac 10 Lakhs. Having
family, major decision taken jointly and shopping location is mostly in showroom and
malls. The focus should be on male who wear sports attire and casuals frequently

EXHIBIT-1.1
RESPONDENT DETAILS -1

DEMOGRAPHICS
Name : Amit Kumar Singh
Age : 33
Gender : Male
Occupation : Manager (Dell India Ltd.)
Education : B.E.
Income (Family) : 5-8 Lac per Annum
Religion : Hindu
Residential Area : Lajpat Nagar, New Delhi
Nationality : Indian

MEDIA
Print Media : News Paper
Television : History Channel, Discovery, 24x7
Internet : Limited surfing

SOCIAL STRATIFICATION
Class : Middle Class

ETHNIC SUBCULTURE
Birth Place : Northern India, Varanasi
Caste : Rajput
Family : Wife, Daughter, Father
Tendency to spend : Likes to save money
Traditional/Modern : Traditional
Active/Passive : Active
Religion/Secular : Moderate Religious
Decision makers : Wife

FAMILY STRUCTURE
Wife : Business (Website development)
Daughter : Baby
Father : Retired (Ex. Businessmen)

ENTERTAINMENT
Favourite Time pass : Television
Favourite pass time accompanying with : Wife

Batch : Executive PGDM 2008-09 Page No : Page 13 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

EATING HABITS
Non-Veg/Veg : Non-Vegatarien
Drinking : No
Smoking : No

GROUPS
Work group : Official
Entertain group : Family get together

FOR ITEM : CASUAL / SPORTS ATTIRE

ITEM PURCHASED
Jeans

PURCHASE LOCATION
Mall, Showrooms

PURCHASE DECISION
Initiator : Wife
Decision maker : Joint
User : Wife and Self
Opinion leader : Friend and Wife

BELIEF IN ITEM
Branded
Quality Oriented

MOTIVE : Affective
INTANGEBLE CHOICE Style

BRAND PREFERENCE
Consideration set : Flying Machine, Spyker, Lee, Numero Uno.
Brand Loyal

Batch : Executive PGDM 2008-09 Page No : Page 14 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

EXHIBIT-1.2

RESPONDENT DETAILS -2

DEMOGRAPHICS
Name : Gurpreet Singh
Age : 32
Gender : Male
Occupation : Zonal Manager(Sales)
Education : Graduate
Income (Family) : Above 8 Lac(per Annum)
Religion : Sikh
Residential Area : Janakpuri, New Delhi
Nationality : Indian

MEDIA
Print Media : News Paper
Television : CNBC TV 18
Internet : Regular Net Surfing

SOCIAL STRATIFICATION
Class : Upper Middle Class

ETHNIC SUBCULTURE
Birth Place : Northern India
Caste : Sikh
Family : Wife, Son Parents and Grandparents.
Tendency to spend : Likes to save money
Traditional/Modern : Modern
Active/Passive : Active
Religion/Secular : Moderate Religious
Decision makers : Wife

FAMILY STRUCTURE
Wife : Home Maker
Son : Baby
Father : Retired

ENTERTAINMENT
Favourite Time pass : Television
Favourite pass time accompanying with : Wife and son

EATING HABITS
Non-Veg/Veg : Non-Vegetarian
Drinking : Yes
Smoking : No
Batch : Executive PGDM 2008-09 Page No : Page 15 of 43
Title : Study of Consumer Behaviour on Casual/Sports attire

GROUPS
Work group : Official
Entertain group : Group Get Together

FOR ITEM : CASUAL / SPORTS ATTIRE

ITEM PURCHASED
Pullovers

PURCHASE LOCATION
Mall, Showrooms

PURCHASE DECISION
Initiator : Self and Wife
Decision maker : Self and Wife
User : Self
Opinion leader : Friend

BELIEF IN ITEM
Branded
Quality Oriented

MOTIVE : Affective
INTANGEBLE CHOICE Style

BRAND PREFERENCE
Consideration set : Addidas, Reebok, Priangle, and Numero Uno.
Brand Loyal

Batch : Executive PGDM 2008-09 Page No : Page 16 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

EXHIBIT-1.3

RESPONDENT DETAILS -3

DEMOGRAPHICS
Name : Amit Srivastava
Age : 31
Gender : Male
Occupation : Sr. Engineer (LN&T)
Education : M.E.(Environmental)
Income (Family) : 5- 8 Lakh (per Annum)
Religion : Hindu
Residential Area : Gurgaun, Haryana
Nationality : Indian

MEDIA
Print Media : News Paper
Television : Star TV,CNBC 18
Internet : Regular Net Surfing

SOCIAL STRATIFICATION
Class : Middle Class

ETHNIC SUBCULTURE
Birth Place : Northern India
Caste : Hindu
Family : Wife & Daughter
Tendency to spend : Likes to save money
Traditional/Modern : Traditional
Active/Passive : Active
Religion/Secular : Religious
Decision makers : Joint

FAMILY STRUCTURE
Wife : Home Maker
Son : Baby
Father : Retired

ENTERTAINMENT
Favourite Time pass : Television
Favourite pass time accompanying with : Wife & Daughter

EATING HABITS
Non-Veg/Veg : Vegetarian
Drinking : No
Smoking : No
Batch : Executive PGDM 2008-09 Page No : Page 17 of 43
Title : Study of Consumer Behaviour on Casual/Sports attire

GROUPS
Work group : Official
Entertain group : Group Get Together

FOR ITEM : CASUAL / SPORTS ATTIRE

ITEM PURCHASED
Shoes

PURCHASE LOCATION
Mall, Showrooms

PURCHASE DECISION
Initiator : Self and Wife
Decision maker : Self and Wife
User : Self
Opinion leader : Friend

BELIEF IN ITEM
Branded
Quality Oriented

MOTIVE : Affective
INTANGEBLE CHOICE Price

BRAND PREFERENCE
Consideration set : Spark, Reebok, Bata.
Brand Loyal

Batch : Executive PGDM 2008-09 Page No : Page 18 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

EXHIBIT-1.4

RESPONDENT DETAILS-4

DEMOGRAPHICS
Name : Nitin Mishra
Age : 35
Gender : Male
Occupation : Manager
Education : B.Tech., PGDBM
Income (Family) : 5-8 Lac(per Annum)
Religion : Hindu
Residential Area : Gurgaun, Haryana
Nationality : Indian

MEDIA
Print Media : News Paper
Television : MTV & 24x7
Internet : Regular Net Surfing

SOCIAL STRATIFICATION
Class : Middle Class

ETHNIC SUBCULTURE
Birth Place : Northern India
Caste : Hindu
Family : Wife & Son
Tendency to spend : Likes to save money
Traditional/Modern : Moderate Traditional
Active/Passive : Active
Religion/Secular : Moderate Religious
Decision makers : Joint

FAMILY STRUCTURE
Wife : Home Maker
Son : Baby
Father : Retired

ENTERTAINMENT
Favourite Time pass : Television
Favourite pass time accompanying with : Wife & Son

EATING HABITS
Non-Veg/Veg : Vegetarian
Drinking : No
Smoking : No
Batch : Executive PGDM 2008-09 Page No : Page 19 of 43
Title : Study of Consumer Behaviour on Casual/Sports attire

GROUPS
Work group : Official
Entertain group : Group Get Together

FOR ITEM : CASUAL / SPORTS ATTIRE

ITEM PURCHASED
T-SHIRT

PURCHASE LOCATION
Mall, Showrooms

PURCHASE DECISION
Initiator : Self and Wife
Decision maker : Self and Wife
User : Self
Opinion leader : Friend

BELIEF IN ITEM
Branded
Quality Oriented

MOTIVE : Affective
INTANGEBLE CHOICE Style

BRAND PREFERENCE
Consideration set : Addidas, Reebok.
Brand Loyal

Batch : Executive PGDM 2008-09 Page No : Page 20 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

PROJECT PHASE II

INTERNAL FACTORS

01. OBJECTIVE

The objective of this part of the project is to study the effect of internal influences of
the consumer’s purchases in Casual/sports attire and the marketing strategies relevant
to their purchases in this segment.

This part of the project highlights the influence of various internal factors on the
purchase of Casual/Sport attire. The respondents were asked subjective questions and
the following implications were derived .These implications have been highlighted
into their respective traits discussed below.

NEED

Maselow’s need hierarchy is readily adaptable to market segmentation and the development
of advertising appeals because there are consumer goods designed to satisfy each of the need
levels and because most of the needs are shared by large segment of consumers. From the
study conducted the various types of needs of the respondents are as follows.

Parameter Amit Kumar Singh Gurpreet Singh Amit Srivastava Nitin Mishra
Jeans Pullover Shoes T-shirt
Respondent I Respondent II Respondent III Respondent
IV
Need Social Physiological Social Social
(Active External) (Active Internal) (Active Internal) (Active
External)

The need hierarchy is openly used as a basis for market segmentation with specific
advertising appeal directed to one or more need segment. For example in our sports/casual
attire we will use an add in which a social appeal is highlighted by showing a group of young
people enjoying themselves and advertise the product.

EMOTION
Emotions are strong, relative uncontrolled feelings that effect behavior. Emotions
are generally triggered by environmental events .Anger, Joy, Sadness are most
frequently response to a set of external events. Three dimensions of emotions are

Batch : Executive PGDM 2008-09 Page No : Page 21 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

pleasure, arousal and dominance. The table given below shows the emotions of
respondents in the conducted study.

Parameter Amit Kumar Singh Gurpreet Singh Amit Srivastava Nitin Mishra
Jeans Pullover Shoes Tshirt

Emotion Arousal Pleasure Pleasure Arousal

Indicator • Attentive, Curious, Desire to buy a Desire to buy a pair of Activation.


feeling Keen about his pullover shoes for evening Was aroused
looks walk to see his
friends
wearing T-
shirt

SELF-CONCEPT

Self concept is defined as the totality of the individual thoughts and feelings towards
himself as an object. Table below shows the implications of self concepts of various
respondents.

Parameter Amit Kumar Singh Gurpreet Singh Amit Srivastava Nitin Mishra
Jeans Pullover Shoes T-shirt

Self Ideal Self/Private Ideal Self/Private – Ideal Self/Private Ideal


Concept Self Self -Self self/Social
self

Self- Concept model can be shown below:

Batch : Executive PGDM 2008-09 Page No : Page 22 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

Product
Brand
image
Relatio Behaviour Satisfaction
nship
Consumer
Self
concept

FEEDBACK
Marketer should strive to develop a product image that is consistent with the self
concept of their target market like Independent self concept which is found common
in our case.

PERSONALITY

Personality is an individual’s characteristics response tendencies across similar


situation. Personality is a useful concept because it enables us to categorize consumers
into different group on the basis of Single trait and multiple traits.

Single traits theories emphasize on one personality trait. These are classified as
follows.

01 Romanticism/classicism trait can be characterized by being inspirational,


imaginative, creative, and economical and carefully proportional.

02 Need for Uniqueness is defined as an individual’s pursuit of differentness


relative to others that is achieved through the acquisition ,utilization and disposition of
consumer goods for the purpose of developing and enhancing one’s personal and
social identity.

Multi Trait Theory specifies several traits that in combination capture a substantial
portion of the personality of the individuals.
A tabular presentation of five factor model is shown below.

Batch : Executive PGDM 2008-09 Page No : Page 23 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

Core Traits Manifestation

Extroversion Prefer to be in large group rather than alone, talkative when


with other Bold

Instability Moody, temperamental & touchy

Agreeableness Sympathetic, kind to others & Polite with others

Openness to experience Imaginative, Appreciative of arts

Conscientiousness Careful, precise & Efficient

Freudian Theory.

ID , Superego and Ego

ID is warehouse of primitive and impulsive drives –basic Physiological need.


Superego is conceptualized as the individual’s internal expression of society’s moral
and ethical code of conduct.
Ego is the individual’s conscious control. It functions as an internal monitor that
attempt to balance the impulsive demand and socio-cultural constraint of the super
ego.

Neo-Freudian Theory

Complain individuals are those who move towards others (they desire to be loved,
wanted and appreciated ).
Aggressive individuals are those who move against others (they desire to excel and
win admiration).
Detached Individuals are those who move away from others( they desire
independence, self-reliance, self-sufficiency, and individualism r freedom from
obligations)

Batch : Executive PGDM 2008-09 Page No : Page 24 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

Parameter Amit Kumar Gurpreet Singh Amit Srivastava Nitin Mishra


Singh (Pullover) (Shoes) (T-shirt)
(Jeans)
Personality Prefer To live Bold Talkative Introvert, Kind
in Large When With to others
group Others

Info savvy Analytical


person

Ego Ego/classicism Classicism Uniqueness


Detached Compliant Imaginative

Trait Need for Need For Need For


cognition Cognition. Cognition

Trait Visualizes Visualizes Verbalize

A Particular type of image that some brands acquire is a brand personality. Brand personality
is a set of human characteristics that become associated with a brand .

Brand Personality

Sophisticatio
Sincerity Excitement Competence Ruggedness
n

Down To
Earth
Daring
Honest Reliable Upper Class
Spirited Outdoorsy
Cheerful Intelligent
Imaginative Tough
Wholesome Successful Charming
Up-to-date

Batch : Executive PGDM 2008-09 Page No : Page 25 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

MARKETING IMPLICATION

Marketers have to pay attention to Brand Personality that matches the personality of the
segment targeted by him. In casual and sports attire the brand personality is of a masculine,
cool, and easy to use. In the study conducted it was found that

• Respondent I Excitement

• Respondent II and Respondent III Sincerity.

• Respondent IV Sophistication.

ATTITUDE

Attitude refers to what a person feels or believes about something. It may be reflected
in how an individual acts based on his or her beliefs. Once formed, attitudes can be
very difficult to change. Thus, if a consumer has a negative attitude toward a
particular issue it will take considerable effort to change what they believe to be true.
It is made up off three component . These components are

• Affective
• Cognitive
• Behavioral

Key functions that attitude serves are highlighted in the table below.

Parameter Amit Kumar Singh Gurpreet Singh Amit Srivastava Nitin Mishra
(Jeans) (Pullover) (Shoes) (T-shirt)
Function of Knowledge Utilitarian Knowledge Knowledge
Attitude

Batch : Executive PGDM 2008-09 Page No : Page 26 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

PROJECT PHASE III


DECISION MAKING PROCESS

01. OBJECTIVE

The objective of this part of the project is to study the decision making process of the
consumers purchases in Casual/sports attire and the marketing strategies relevant to
their purchases in this segment.

02. INTRODUCTION

The term consumer decision produces an image of an individual carefully evaluating


the attributes of a set of products, brands, services and rationally selecting the one that
solves a clearly recognised need for the least cost. Consumers make numerous
decisions everyday; sometimes even when they are not consciously aware of how and
why they have made a choice. The consumer as a decision maker is viewed in
different ways by different groups of researchers. The economic view holds that
consumers are rational decision makers, while some other researchers view the
consumers as uninvolved passive decision makers.

Yet another group of researchers view consumers as cognitive decision makers. But
all these views ignore the influence of emotions on consumers’ choices. There are
three types of consumer decision making:–
1. Nominal decision making (low purchase involvement with no external
information).
2. Limited decision making (consumer evaluates limited alternatives with some
external information).
3. Extended decision making (large number of alternatives with the help of
extensive information search from both internal and external sources).

There are three phases in consumer decision making process:–


1. Problem recognition
2. Information search
3. Alternatives evaluation and selection.
Problem recognition is initiated with identification of a gap in the actual state and the
desired state as perceived by the consumer. The consumer may be aware or unaware
of the problem or need.

The need awareness can trigger through non-marketing and/or marketing triggers.
Marketing triggers involve identifying consumer problems through various techniques
and then acting on these. Marketers may also try to suppress problem recognition by
consumers.
Batch : Executive PGDM 2008-09 Page No : Page 27 of 43
Title : Study of Consumer Behaviour on Casual/Sports attire

Information search is initially done from internal sources, i.e., memory and
experience, and then from external sources, i.e., friends, internet, etc. Consumer
decision making involves seeking information on three important aspects of product –
evaluation criteria, alternatives available, and attributes of each alternatives. The
amount of external search to be done depends on various market, product, consumer,
and situational variables.
Alternatives evaluation and selection involves making the brand choice after
evaluating all the alternatives. There are three types of consumer choice processes –
affective choice (based on ‘it feels right’ factor), attitude-based choice (based on
decision rules), and attribute-based choice (based on attribute-by-attribute comparison
across brands.

CONSUMER DECISION MAKING PROCESS

As we look into the buying behaviour of the respondents towards the purchase of
Casual / Sports attire we find that the purchase is of a high involvement in almost all
cases. The questionnaire study that was done to tab the responses indicates that the
respondents were brand loyal and were able to relate the advertisements of their liked
brands. Most of them even indicated the name of the brand ambassadors of their
respective brands. They were keen towards the product attributes like casual designs,
colour preferences, the type of dressing, brand image, the perception of brand in the
market, influence of society on their particular brand etc. The overall purchase
involvement towards the purchase was high. It was also found that though the
purchase involvement of the respondents was high but the product involvement was
low. They were ready to buy any product may be a T-shirt, a trouser etc but of their
preferred brand only.

MODULAR APPROACH OF CONSUMER DECISION MAKING PROCESS


Extended decision making model is used as shown in the figure below to relate the
responses of the purchases towards casual/sports attire.
Problem Recognition

Information Search

Evaluation and Selection of Alternatives

Decision Implementation

Post-purchase Evaluation

Batch : Executive PGDM 2008-09 Page No : Page 28 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

This model has been divided into five parts :

RESPONDENT DETAILS -1

Problem Recognition:

The interviewed study found that the respondent was very keen about his looks and
comforts. The respondent realised that his present apparels did not look contemporary
any more. Because of this latent need the respondent purchased his jeans. Thus from
here we find that the problem was generic for the respondent and sensing the need for
the purchase he straight away bought the jeans.

Information Search:

As soon as the respondent identified his need of buying a jeans trouser he was in
search of the right alternative. He had some brand names in his mind set before the
actual purchase but was unsure whether he would get the right product. The
respondent actively seek information through internal search and very little of external
search which is through advertisements in print and electronic media. His
consideration set included brands like Flying Machine, Spyker, Lee, Numero Uno.

Evaluation criteria

Attribute Based Choices:


The respondent’s evaluation criteria for the purchase of jeans were found to be
attributed based. Price, Quality, Brand name, style were the relevant alternatives
under which the choice was made. Motive of the choice was found to be affective.
Style as the major intangible criteria of the purchase. He also liked that brand and had
a very good experience of the purchase before the current one.

Decision

The final decision was made by evaluating the prime alternatives and ranking them in
order of their preference to come to the final conclusion. A lexicographic style of
decision making was seen in the purchase.

Post Purchase evaluation

There is no other dissonance as such from the part of the respondent and he is fully
satisfied with the product.

Consumer satisfaction

Batch : Executive PGDM 2008-09 Page No : Page 29 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

The respondent was found to be fully satisfied with the purchase and was ready to go
for a repeated purchase of the brand.

RESPONDENT DETAILS -2

Problem Recognition:
The purchase in this case was a pullover, which the respondent bought to meet his
requirements during the coming winters. The actual state was a need which the
respondent had and the desired state was the fulfilment of his purchase. Thus the
problem here was found to be generic leading to the purchase.

Information Search:

Once the need for the purchase was identified the respondent sought his internal
information search. He had considered some brands before the purchase and at the
point of purchase he was influenced by the style of the pullover, the brand tag
imprinted on the pullover, the colour , etc .His information search was the outlets of
various brands to which he had already visited, the varieties of the product, preference
of place. His consideration set included brands like Reebok, Pringle, NumeroUno.

Evaluation criteria

Attribute Based Choices:


The respondent’s evaluation criteria for the purchase of pullover were found to be
attributed based. Price, Quality, Brand name, style were the relevant alternatives
under which the choice was made. Motive of the choice was found to be
consummatory. Style and price were the major intangible criteria’s of the purchase.
He also liked that brand and had a very good experience of the purchase before the
current one.

Decision

The final decision was made by evaluating the prime alternatives and ranking them in
order of their preference to come to the final conclusion. A lexicographic style of
decision making was seen in the purchase.

Post Purchase evaluation

There is no other dissonance as such from the part of the respondent and he is fully
satisfied with the product.

Consumer satisfaction

Batch : Executive PGDM 2008-09 Page No : Page 30 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

The respondent was found to be fully satisfied with the purchase and was ready to go
for a repeated purchase of the brand.

RESPONDENT DETAILS -3

Problem Recognition:

The respondent bought a pair of sport shoes for himself. The actual state was the need
of sport shoes for evening walk which drived him to buy the product. The desired
state was the fulfilment of his latent need for the product. The respondent was waiting
for a seasonal sale and as soon as the sale arrived the product was bought. Problem
found was generic leading to the purchase.

Information Search:

Once the need for the purchase was identified the respondent sought his internal
information search. He had considered some brands before the purchase and at the
point of purchase he was influenced by the price of the product. His information
search was the outlets of various brands, and the variety of the product. His
consideration set included brands like Reebok, Spark, Bata.

Evaluation criteria

Attribute Based Choices:


The respondent’s evaluation criteria for the purchase of pullover were found to be
attributed based. Price, Quality, Brand name, style were the relevant alternatives
under which the choice was made. Motive of the choice was found to be
consummatory. Price was the major intangible criteria’s of the purchase. He also liked
that brand and had a very good experience of the purchase before the current one.

Decision

The final decision was made by evaluating the minimum required performance
standards to come to the final conclusion. A conjunctive style of decision making was
seen in the purchase.

Post Purchase evaluation

There is no other dissonance as such from the part of the respondent and he is fully
satisfied with the product.

Consumer satisfaction

The respondent was found to be fully satisfied with the purchase and was ready to go
for a repeated purchase of the brand.
Batch : Executive PGDM 2008-09 Page No : Page 31 of 43
Title : Study of Consumer Behaviour on Casual/Sports attire

RESPONDENT DETAILS -4

Problem Recognition:

In this case the respondent bought a T-shirt for himself. He was influenced by his
friend wearing an Addidas shirt and this lead to the purchase. Here the desired state
was the looks that the respondent presumed after wearing the shirt.

Information Search:

Information search was internal. He knew the brand and was adamant to buy that.

Evaluation criteria

Attitude Based Choice

Decision

Brand name was the surrogate indicator of quality and the decision was taken .

Post Purchase evaluation

There is no dissonance from the part of the respondent and he is fully satisfied with
the product.

Consumer satisfaction

The respondent was found to be fully satisfied with the purchase and was ready to go
for a repeated purchase of the brand.

Howard – Sheth Model:

The entire study conducted above to analyse the buying behaviour of Casuals/Sports
apparel purchases can be summarise in a structured module as shown in the figure
below. This diagram depicts the Howard-Sheth model which distinguishes three levels
of decision making:
The Howard-Sheth model of buying behavior attempts to explain the complexity of
the consumer decision making process:

Batch : Executive PGDM 2008-09 Page No : Page 32 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

This model suggests three levels of decision making:

1. The first level describes the extensive problem solving. At this level the
consumer does not have any basic information or knowledge about the brand and
he does not have any preferences for any product. In this situation, the consumer
will seek information about all the different brands in the market before
purchasing.
In the case study the respondent 1 want to purchase a jeans which give him a
good look but he does not have preference of brand though some of the brands is
there in his consideration set.
2. The second level is limited problem solving. This situation exists for consumers
who have little knowledge about the market, or partial knowledge about what they
want to purchase. In order to arrive at a brand preference some comparative brand
information is sought.
In the study conducted the respondent 2 has the limited problem solving he has
knowledge of some brand before purchasing a pullover and after a comparative
analysis between the various consider brand he purchased one
3. The third level is a habitual response behavior. In this level the consumer knows
very well about the different brands and he can differentiate between the different
characteristics of each product, and he already decides to purchase a particular
product.
From the study it was found that respondent 3,4 had a habitual response as
respondent 4 had already decided to purchase addidas t shirt and respondent 3 had in
his mind three brand Sparx, Reebok, and Bata and as he found a sale on shoes he
purchased it .
Batch : Executive PGDM 2008-09 Page No : Page 33 of 43
Title : Study of Consumer Behaviour on Casual/Sports attire

1. The input variable- The significative stimuli present in the purchase of the
brand was
Quality- quality of stiching and cloths in case of jeans and tshirt and pullover
and leather in case of shoes
Price compatative price
Distinctiveness the style like stretchable in case jeans and sweat absorbing in
case of shoes
Availability is it available near by store, malls, and the store of his choice
Symbolic stimuli were found to be generated through advertisements and
social stimuli was generated through family and groups.

2. The output variable- The output variable in the model is the buyer’s response
to the input stimuli and is shown in the diagram according to their preferences:
Attention towards the brand, brand comprehension, attitude, intention,
purchase.
In the study we can generate attention towards the brand by giving add in
media ,website ,Hording board, point of purchase like in case of respondent 3
the respondent purchase shoes when he found the sale on the brand of his
choice. By this the customer comprehends various stimuli provided by
marketer .
3. Perceptual and learning constructs- Perceptual constructs include
overt search. We would present our add at websites, magazine specially in
man and sports magazine newspaper specially newspapers and try to create
clubs.
Attention and perceptual bias since people are able to remember only few of
the things so we are try to be present our add in most of the search option and
repeat the information at least 14 time as it is found that people are able to
remember after 14 repetition .
motives since the motive in our study is pleasure choices and satisfaction.

Exogenous variable

These are variables that play an important role in the decision making process of an
individual in the purchase of casual and sports attire. Three variables such as
importance of purchase, personality and social class seem to play an important role in
this case.

MARKETING STRATEGY

INTRODUCTION

Batch : Executive PGDM 2008-09 Page No : Page 34 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

In this part of the project a fictions brand AXE CASUALS has been selected and an
advertising and promotional strategy has been designed that can meet the desired
needs of the particular segment into consideration.

STRATEGY DESIGNING

A zoom look at the implications of the various parameters discussed in various phases
of this report has a major contribution towards building a strategy to project our
brand. The buying behaviour of respondents studied in this report towards
casual/sports attire reflects a shift of paradigm of the Indian customers. With the
gradual removal of market access restrictions and the liberalization on the regulations
of foreign investments, the Indian apparel industry has gone through a significant
change .Foreign investments have not only provided opportunities in the market but
they have played an important role in creating jobs, providing high salaries etc which
in tern has made a revolutionary change in the buying patterns of Indian consumers.
Buying clothing’s now is not just the fulfilment of needs but above than this.

TARGETED NEED

The need that has been targeted to advertise our brand is the social need of the
consumer. The implications from the buying behaviour of respondents obtained as a
part of our study highlights the Affective motive of an individual in buying
casual/sport attire. The print advertisement features the Affective preservative motives
of an indivisual namely active internal and active external. This component of need
set influences an indivisual to purchase casual/sports attire.

TARGETED PERCEPTION

The component of perception targeted in the given advertisement is exposure which


would create an impact on the consumer’s mindset. The background of the
advertisement is coloured so that it creates a significant attention to the consumers
mind. Position of text has been kept in a form so that the consumer is able to read the
text.

LEARNING PRINCIPLES
Consumers’ decision is not an individual decision but it’s a collective decision made
by his friends, parents and tech expert people. They were keen towards the product
attributes like casual designs, colour preferences, the type of dressing, brand image,
influence of society, culture on their particular product etc. High involvement learning
was seen in the individuals.

MESSAGE APPEAL AND THE ATITUDE FUNCTION

The message of our advertising will focus on our USP which is Brand Image. As
shown from the study above the attitude of the respondents was found to be affective,
Batch : Executive PGDM 2008-09 Page No : Page 35 of 43
Title : Study of Consumer Behaviour on Casual/Sports attire

where the individuals were concerned about image of the brand and how it is
perceived in the society. The targeted segment would be a lower middle class
educated, in the age group of 24 to 38, having nuclear families and are concerned with
the quality of the product in their price range. Price would be kept in a range so that
this segment can purchase the product easily.

BRAND PERSONALITY

We would position our brand as:

“The one that gives me pleasure and pride and a sense of confidence in
myself.”

EXTERNAL INFLUENCE

The external influence that would play a strong role would be the age, occupation,
Income, Class, sub class and social class. Building a branded image for our product
would be the focus of our marketing strategy.

ADVERTISING STRATEGY

The print advertisement shown below incorporates the social need of the individual
who perceives himself as the one shown in the advertisement. The background of the
advertisement shows a feeling of joy where two persons standing in a lighter mood
near a sea beach. A sense of pleasure, pride and confidence has been depicted by the
punch line used in this advertisement …

“FOR THE MEN WHO THINK THEY CAN……..” Yes here is


a solution.

PRINT ADVERTISMENT

Batch : Executive PGDM 2008-09 Page No : Page 36 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

WHATS on YOUR mind is on


YOUR body

AXE
CASUALS

For MEN who think THEY CAN………………………

Questionnaires
Demographic Details
a) Name:_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Batch : Executive PGDM 2008-09 Page No : Page 37 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

b) Age: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
c) Gender: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
d) Location: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
e) Religion: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
f) Place of Origin: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
g) Nationality: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
h) Family Size: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
i) Family Income: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _
j) Residential Area: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
k) Internet Surfer: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Education
a) Undergraduate
b) Graduate
c) Post Graduate
d) Nil

Occupation
a) Govt. employee
b) Self Employed
c) Student
d) Private Company

Income-group (Optional)
a) Below 2 Lakhs Per Annum
b) Between 2 – 3.5 Lakhs per Annum
c) Between 3.5 – 5 Lakhs per Annum
d) Between 5 – 8 Lakhs per Annum
e) Above 8 Lakhs

Your Family Includes? (With whom you reside)


a) Parents

Batch : Executive PGDM 2008-09 Page No : Page 38 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

b) Wife
c) Children
d) Relatives
Who all are involved in making important decisions in your family?
a) Parents / Relatives
b) Wife
sc) Children
d) Friends
e) All
f) Others

You like spending your free/pass time with?


a) Family Members / Relatives
b) School / College Friends
c) Professional Friends
d) Others

You belongs to_ _ _ _ _ _ _ _ (Please tick)?


a) Hindu
b) Muslim
c) Sikh
d) Christianity
e) Atheist
f) Others (Please specify_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _)

You like to be a part of?


a) Clubbing/ Community/ Society
b) Events/ Concerts
c) Theatre/Art shows
d) Family get-togethers
e) Others (Please specify_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _)

What type of cuisine you generally prefer?


a) Vegetarian
Batch : Executive PGDM 2008-09 Page No : Page 39 of 43
Title : Study of Consumer Behaviour on Casual/Sports attire

b) Non Vegetarian
c) Continental
d) Indian
e) Others (Please specify_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _)

Do you drink?
a) Yes ( Generally with ----------------------------------- Please specify)
b) No

Do you Smoke?
a) Yes ( Generally with ----------------------------------------Please specify)
b) No

What is your favourite pass time?


a) Watching Movie
b) Reading
c) Listening Music
d) Visiting Places
e) Celebrating ( Festivals, Family Occasions , etc)
f) Travelling
g) Others (Please specify_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _)

How often you go for religious ceremonies / Place ?


a) Frequently
b) Often
c) Rarely go
d) Don’t go

On a scale of 10 please rate the following attributes.( 10- Most important, 1- Least important )
a) Patriotism
Batch : Executive PGDM 2008-09 Page No : Page 40 of 43
Title : Study of Consumer Behaviour on Casual/Sports attire

b) Cleanliness is next to goddiness


c) Women dominance in society
d) Individual status in society
e) Entrepreneurs in society
f) We can do it
g) Material wealth brings more status than family ties.
h) Save for rainy day
i) Live for today
j) Bigger is better
k) Friendship

From where do you generally purchase clothes?


a) Malls/ Showrooms b) Local markets c) Internet Buying d) Others

You generally take your purchase decisions with?


a) Parents
b) Wife
c) Relatives
d) Friends
e) Sales Person

What type of Casual/Sports wear you generally purchase?


b) Branded
c) Non branded
d) Both
e) Traditional Specify (Please specify_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _)
f) Khadi
Please tick your favourite choices?
a) Jeans
b) T shirts
c) Sport shoes
d) Others (Please specify_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _)

Do you follow any dress code in your social group and what if you don’t adhere to it?
Batch : Executive PGDM 2008-09 Page No : Page 41 of 43
Title : Study of Consumer Behaviour on Casual/Sports attire

Match the following? (Use straight lines to match responses)


White Marriage
Pink Death or Mourning
Red Baby girl
Blue Others (Please specify_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _)

How important to you are the following factors fro the casual/sports attire purchase?
Rate them on a scale of 1- 5. (1=least important and 5=most important)

Rating 1 2 3 4 5
Factors
Price
Brand
Peer Group
Style
Brand Ambassador
Quality

Modes of media you are exposed to? (Please tick or specify the name if possible)
a. Television _________________
b. Radio _________________
c. Newspaper _________________
d. Magazines _________________
e. Movies _________________
f. Others _________________

Do you remember the symbol of your favourite apparel brand?


a. Yes Please Specify_ _ _ _ _ _ _ _ _ _ _ _ _ _
b. No

Do you remember the brand ambassador of your favourite apparel brand?


a. Yes Please Specify_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
b. No

Batch : Executive PGDM 2008-09 Page No : Page 42 of 43


Title : Study of Consumer Behaviour on Casual/Sports attire

Batch : Executive PGDM 2008-09 Page No : Page 43 of 43

You might also like