Professional Documents
Culture Documents
This chapter discuss about the purpose of doing the research project, problem
definition, research objectives, research methodology followed to complete
the research
Interlocking machine: 02
Feed up machine: 01
Loop Machine : 01
Steam Press: 03
Cutting Machine: 03
to
various
buying
agencies
Mood
board,
swatch
&
range
3
created a rapid growing opportunity for organized retail stores. Amongst all the
growth, the unorganized apparel market is losing its potential to the new available
retail formats and brands available in the market. The organized sector is seeing
more traffic of consumers rather than unorganized market. The present study was
intended to study that what are the factors that are responsible associated with
different apparel retail formats on buyers preferences to visit the retail stores. In
relation to PBY clothing which works in an unorganized apparel retail, is facing the
similar problems of less footfall of their target customers.
industry consists of small, medium and large size companies. According to the company
sizes, total number of employees in a firm varies. Small manufacturing companies that
sell garments primarily to the local market are scattered in all over India. Medium and
large size firms produces bulk quantity for export market as well as domestic market are
located only in few zones, like in North India (Delhi, Gurgaon, Noida, Ludhiana), South
India (Chennai, Tripura and Bangalore), East Zone (Kolkata) and west zone (Mumbai and
Ahmadabad). In recent years the apparel industry is growing in other parts of India like
Rajasthan, Hardwar and Patna etc. In manufacturing maximum number of employees are
worker.
Apparel industry in India is an industry where there is seen a continuous deviation in
consumers choice and preference. India is covered with unorganized retail market but
retail industry in India has emerged as one of the most dynamic and fast paced industries
with the entry of very large corporate houses like Reliance Fresh, Vishal Mega mart, AV
Birla group, Bharati Walmart joint venture, Big Bazar, Spencer, Food Mart etc.
Indian apparel market is large and is going to be enormous. According to Technopak
Advisors Pvt. Ltd. Indian market is currently valued at USD 40 billion, projected to grow
at a CAGR of 13% and estimated to increase to USD 124 billion, by 2020. Also that
womens apparel and brands across will dominate by 2020.
(Techno
pa
Advisors)
Indian apparel market is greatly influenced by changes in consumer trends. Indian market
has huge percentage of unorganized market also which divides the consumers into
organized apparel retail and unorganized apparel retail. And accordingly the taste &
preference of consumer changes drastically.
There
are
many
majorly
factors
influence
that
Indian
market.
Growing consuming population is in the age group of 15 44 years. Median Age in India
increasing from 23 years (2000) to ~27 years in (2020). India has youngest population
base with more than 60% of the population between 15-59 years and 49% of population
less than 25 years.
The research advisors also inform that apparel dominates organized retail with 35%
share. In the organized market the maximum hold is of apparels followed by food and
grocery.
In the above, the term Merchandising has been explained in general. When it comes to
explain about apparel merchandising, this is to bring the orders by using different
marketing tools, arranging raw materials according to buyers specifications, producing
goods with quality standard in a specified time with a strong follow up, ship out the
goods and receiving the payments. After completing everything, closing the order file and
starting the marketing activity again. This is Apparel Merchandising as a whole.
One should be careful not to define the problem too broadly or too narrowly.
Research Question:
Consumer Preference Analysis for Unorganized Apparel Retailing - A Study in Delhi &
Gurgaon for PBY
With the growing number of brands and availability of many apparel varieties and
options in the organized apparel market for consumers, retail outlets in the unorganized
market is facing threat on sales.
Sample Size:
13
As per Census 2011 total female population of Geeta colony, Delhi is 36230 and 20380
total female population for Roshan Pura, Gurgaon.
Therefore to calculate sample size confidence level of 95% and confidence interval of 5
is considered for both the areas. Sample size of Geeta Colony after calculating is 380 and
377 for Roshan Pura. However, out of given sample size 346 from Geeta Colony filled
the questionnaire and 277 from Roshan Pura.
Self Administered
14
CHAPTER II
Chapter II explains the detailed end to end process from order to shipment with help of a
flow chart
15
Step 1
Range
Development
Line
Development
Shoots for the
catalogue
Showing for the
buyers
Orders received
from the clients
Goes to next step Fabric Bulk Order
Step 2
Step 3
Production
Fabric Bulk
Order
Cuttin
g
Stitchin
g
Fabric Bulk
Order
Merchandiser gives
Fabric layering is done
sample fabric to
Pattern
is set & marking
supplier
is done
Supplier provides the
Cutting
sample
Cuttingfabric
received by
Stitching Dept along
Sample received
by the
Ticketing
with Style
file &patterns
Merchandiser
Line is by
setthe
as per
the
Checked
designer
plan
SampleBundles
checkedallotted
by the to
Merchandiser Shares
respective
Designer individuals
corrective comments
Errorsdone
Stitching
Fabric
sent for
Sample is
with
supplier
found?
correction
OK?by the designer
Checked
Merchandiser
places
Bulk Fabric
Order with
supplier
garment sent for
Errors
sent
to Stitching No
correction
Dept
Bulk Fabric found?
received
Yes
16
Step 4
Step 5
Ironing
Folding
Labeling
Packing is done
Packets are put in Cartons
Order is ready for shipment
Documentation is done
Details of Carton content is mentioned
on the carton
Shipment is loaded & shipped
CHAPTER III
17
Includes findings and analysis of the research conducted to study the factors that
causes less traffic of consumers in PBY.
Perce
Valid
Cumulative
Vali
Below
y
110
nt
31.8
Percent
31.8
Percent
31.8
20
21
to
132
38.2
38.2
69.9
25
26
to
76
22.0
22.0
91.9
30
31
to
28
8.1
8.1
100.0
346
100.0
100.0
35
Total
(Table1)
18
As shown in the table above the maximum respondents are between the age group of 21
to 25 followed by 26 to 30.
Question 2:
Martial status
Frequency Percent
Valid
Cumulative
Percent
77.7
99.4
100.0
single
269
married 75
Valid
others 2
77.7
21.7
.6
Percent
77.7
21.7
.6
Total
(Table 2)
100.0
100.0
346
The maximum respondents who were interested to take the survey were single.
Question 3:
Monthly household income
Frequency Percent
less than 25000 53
25000 to 50000 236
50,000
to
Valid
41
1,00,000
Above 1,00,000 16
Total
346
Valid
Cumulative
15.3
68.2
Percent
15.3
68.2
Percent
15.3
83.5
11.8
11.8
95.4
4.6
100.0
4.6
100.0
100.0
(Table 3)
19
As per the table the maximum respondents are in the income group of Rs. 25,000 to Rs
50,000. While very few in the group of above Rs. 1,00,000. This is because Geeta colony
majorly has medium income group population.
Question 4:
Occupation
Service/job
Home
Valid maker
student
Total
(Table 4)
Frequency Percent
Valid
Cumulative
65
18.8
Percent
18.8
Percent
18.8
72
20.8
20.8
39.6
209
346
60.4
100.0
60.4
100.0
100.0
The maximum respondents were students. This can be said that as the maximum
respondents were in the age group of 20 to 25 followed by below 20 therefore majorly
respondents were students.
Question 5:
Are you aware of PBY
Frequency Percent
Valid
Cumulative
yes
Valid no
Total
Percent
67.1
32.9
100.0
Percent
67.1
100.0
232
114
346
67.1
32.9
100.0
(Table 5)
20
It can be stated from the table above that maximum respondents are aware of PBY
presence in the market. The awareness reach of PBY in geeta colony is good.
Question 6:
Yes have you purchased from pby
Frequency Percent
yes
no
Valid visited
but
purchased
Total
(Table 6)
not
Valid
Cumulative
Percent
37.0
79.2
100.0
128
146
37.0
42.2
Percent
37.0
42.2
72
20.8
20.8
346
100.0
100.0
From the table above maximum respondents did not buy from PBY but the data is close
who chose to buy. Though there is awareness in the market but purchasing according to
the awareness is not much. There is also few respondents who visited PBY but did not
purchase from the store.
Question 7:
Cumulative
2.6
Percent
2.6
Percent
2.6
10.4
10.4
13.0
87.0
100.0
87.0
100.0
100.0
(Table 7)
21
This can be clearly stated from the table that respondents prefer to shop from both
organized and unorganized retail stores. It can imply that however there is a growth in the
organized sector of apparels but consumers still chooses both the retail formats.
Question 8:
Valid
Cumulative
Percent
10.7
37
10.7
Percent
10.7
79
22.8
22.8
33.5
44
12.7
12.7
46.2
53.8
53.8
100.0
100.0
100.0
visited or 186
purchased
Total
346
(Table 8)
It can be stated from the table above that respondents have majorly visited or purchased
from PBY half yearly. It can be implied that consumers do shop from PBY but the
duration of even visiting store is long. This might be because they are also purchasing
and visiting other organized apparel retail formats or shopping only when there is a need
as major respondents fall into the category of middle income group.
Question 9:
How often visit organized apparel stores
Frequency Percent Valid
monthly 19
quarterly 92
half
Valid
68
yearly
yearly
167
Total
346
Cumulative
5.5
26.6
Percent
5.5
26.6
Percent
5.5
32.1
19.7
19.7
51.7
48.3
100.0
48.3
100.0
100.0
22
From the table above it is clear that maximum respondents visit organized apparel stores
yearly. In comparison to the PBY the data is close. It can be implied that the market holds
potential.
Question 10:
Factors Influence you to prefer PBY
23
It
can
tables
because
be
that
PBY
of
is
preferred
Store Attributes
Billing Duration
Proximity
Convenience
Easy replacement
Quality
Comfort
Product Attributes
Economic Prices
Question 11:
Factors Influence you to prefer organized apparel stores
24
(Table 11)
From the tables given above it can said that respondents prefer organized apparel retail
due to various factors like display of apparels, all those factors which are neglected in
sthe apparel stores unorganized market.
Question 12:
Problems faced by consumers in PBY
25
(Table 12)
It can be stated that PBY has few problems that consumers are facing. Major problem is o
branded apparels. Respondents do not conceive PBY as a brand and comparison is done
with other major brands in organized market. They also feel that PBY might be selling
counterfeit apparels which can be major drawback for PBY. Since the store is in a market
which is congested, there is no parking for consumers.
Question 1:
Question 1:
Age
Frequenc
Perce
Valid
Cumulative
nt
Percent
Percent
26
Vali
Below
110
31.8
31.8
31.8
20
21
to
132
38.2
38.2
69.9
25
26
to
76
22.0
22.0
91.9
30
31
to
28
8.1
8.1
100.0
277
100.0
100.0
35
Total
(Table1)
As shown in the table above the maximum respondents are between the age group of 21
to 25 followed by 26 to 30.
Question 2:
Martial status
Frequency Percent
Valid
Cumulative
Percent
77.7
99.4
100.0
single
269
married 75
Valid
others 2
77.7
21.7
.6
Percent
77.7
21.7
.6
Total
(Table 2)
100.0
100.0
277
The maximum respondents who were interested to take the survey were single.
Question 3:
Valid
Cumulative
Percent
Percent
27
15.3
68.2
15.3
68.2
15.3
83.5
11.8
11.8
95.4
4.6
100.0
4.6
100.0
100.0
As per the table the maximum respondents are in the income group of Rs. 25,000 to Rs
50,000. While very few in the group of above Rs. 1,00,000. This is because Geeta colony
majorly has medium income group population.
Question 4:
Occupation
Service/job
Home
Valid maker
student
Total
(Table 4)
Frequency Percent
Valid
Cumulative
65
18.8
Percent
18.8
Percent
18.8
72
20.8
20.8
39.6
209
346
60.4
100.0
60.4
100.0
100.0
The maximum respondents were students. This can be said that as the maximum
respondents were in the age group of 20 to 25 followed by below 20 therefore majorly
respondents were students.
Question 5:
Are you aware of PBY
Frequency Percent
Valid
Cumulative
yes
Valid no
Total
Percent
67.1
32.9
100.0
Percent
67.1
100.0
232
114
346
67.1
32.9
100.0
28
(Table 5)
It can be stated from the table above that maximum respondents are aware of PBY
presence in the market. The awareness reach of PBY in geeta colony is good.
Question 6:
Yes have you purchased from pby
Frequency Percent
yes
no
Valid visited
but
purchased
Total
(Table 6)
not
Valid
Cumulative
Percent
37.0
79.2
100.0
128
146
37.0
42.2
Percent
37.0
42.2
72
20.8
20.8
346
100.0
100.0
From the table above maximum respondents did not buy from PBY but the data is close
who chose to buy. Though there is awareness in the market but purchasing according to
the awareness is not much. There is also few respondents who visited PBY but did not
purchase from the store.
Question 7:
Cumulative
2.6
Percent
2.6
Percent
2.6
10.4
10.4
13.0
87.0
100.0
87.0
100.0
100.0
29
(Table 7)
This can be clearly stated from the table that respondents prefer to shop from both
organized and unorganized retail stores. It can imply that however there is a growth in the
organized sector of apparels but consumers still chooses both the retail formats.
Question 8:
How often visit pby
Frequency Percent
quartely
Half
yearly
yearly
Valid Not
Valid
Cumulative
Percent
10.7
37
10.7
Percent
10.7
79
22.8
22.8
33.5
44
12.7
12.7
46.2
53.8
53.8
100.0
100.0
100.0
visited or 186
purchased
Total
346
(Table 8)
It can be stated from the table above that respondents have majorly visited or purchased
from PBY half yearly. It can be implied that consumers do shop from PBY but the
duration of even visiting store is long. This might be because they are also purchasing
and visiting other organized apparel retail formats or shopping only when there is a need
as major respondents fall into the category of middle income group.
30
Question 9:
Cumulative
5.5
26.6
Percent
5.5
26.6
Percent
5.5
32.1
19.7
19.7
51.7
48.3
100.0
48.3
100.0
100.0
From the table above it is clear that maximum respondents visit organized apparel stores
yearly. In comparison to the PBY the data is close. It can be implied that the market holds
potential.
Question 10:
Factors Influence you to prefer PBY
31
It can be stated from the above tables that PBY is preferred because of factors like
Proximity, Quality, Display of apparels, Billing duration, Easy replacement of apparels,
availability of apparels at economic prices and comfort. These factors can be listed under
a category like:
Quality
Display Of apparels
Store Attributes
Billing Duration
Proximity
Convenience
Easy replacement
Quality
32
Comfort
Product Attributes
Economic Prices
Question 11:
Factors Influence you to prefer organized apparel stores
(Table 11)
From the tables given above it can said that respondents prefer organized apparel retail
due to various factors like display of apparels, all those factors which are neglected in
sthe apparel stores unorganized market.
Question 12:
Problems faced by consumers in PBY
33
(Table 12)
It
can
be
stated that
PBY has few problems that consumers are facing. Major problem is o branded apparels.
Respondents do not conceive PBY as a brand and comparison is done with other major
brands in organized market. They also feel that PBY might be selling counterfeit apparels
which can be major drawback for PBY. Since the store is in a market which is congested,
there is no parking for consumers.
3.3 Conclusion
It can be concluded from the research that though PBY has its awareness in both the
areas, less in Roshan Pura in comparison to Geeta Colony but is not able to drive more
sales. The research also indicated respondents visiting the store but not purchasing. It can
imply that however there is a growth in the organized sector of apparels but consumers
still chooses both the retail formats.It can be implied that consumers do shop from PBY
but the duration of even visiting store is long. This might be because they are also
purchasing and visiting other organized apparel retail formats or shopping only when
there is a need as major respondents fall into the category of middle income group.
34
.In comparison to the PBY the data is close. It can be implied that the market holds
potential.
Major problem is of branded apparels. Respondents do not conceive PBY as a brand and
comparison is done with other major brands in organized market. They also feel that PBY
might be selling counterfeit apparels which can be major drawback for PBY. Since the
store is in a market which is congested, there is no parking for consumers.
Both the areas show almost similar results with no major difference. However in Roshan
Pura the frequency of visiting and preference of visiting unorganized (PBY) is more in
comparison to Geeta Colony. The income group also majorly lies below and medium belt.
It was found in the study that apparel buyers at unorganized stores feels highest comfort
level while purchasing apparels. The reason for more comfort at unorganized stores could
be the delivery of personalize and customized services. Similarly buyers at unorganized
stores finds more color variety available to choose from. Availability of parking facility
found to be equally important by visitors of exclusive and organized apparel stores,
where as it is a matter of less concerned for visitors of unorganized stores. Similarly good
ambience at organized and exclusive stores plays an important role in influencing the
visiting and buying decision of apparel buyers. Findings indicate that the parking facility
available at particular store and its ambience is already known to visitors, so visitors plan
accordingly to visit a particular store.
Promotional schemes and discount offers are perceived significantly differently by
apparel buyers of different store formats. The respondent go to unorganized stores prefer
discounts and schemes but the respondent who choose to go to organized & exclusive
stores are neutral about promotional schemes & discounts. The reason for difference in
perception might be due to well awareness of discounts and schemes offered by
organized & exclusive stores due to advertisements, whereas discounts and schemes are
less transparent and to be negotiated at unorganized stores. Apparel buyers at unorganized
store thought that their purchased products were available at economic price and they
35
have derived maximum value for their money by making purchase at unorganized stores,
whereas buyers at organized and exclusive stores have shown indifference of economic
price preference and for deriving value for money. Store wise significant difference
observed that employees behavior and their knowledge about the apparel and that
availability of trial room influences buyers purchasing decision. Buyers at unorganized
stores give very much emphasis to employees behavior and their knowledge about the
apparel and it was also found to be an important decision consideration by the buyers at
organized stores.
3.4 Suggestions
As per the research conducted and factors analyzed PBY should concentrate on more of
shelf display and presentation of the apparels. It should also work on informing
consumers about its brand value so that the conception of storing counterfeit apparels in
the consumers mind can be washed away. It was clear from the research that PBY needs
look of an organized retail format rather than traditional unorganized apparel retail
format. Consumers are visiting both organized and unorganized apparel retail format
therefore they tend to compare and find their comfort level. If the same experience is
given by PBY to its co nsumers the footfall and sale might take a jump. The advantage of
proximity, current trends and fashion, quality can be taken to its maximum potential if
few changes at the store level and on creating brand value is done. Since its a female
brand, the availability of the trial room with secure conditions is required. Promotional
and discounts as per the season should be given to the consumers.
The store staff should be advised to cater consumers in a warm way and should have
appropriate product knowledge.
36
BIBLIOGRAPHY
37