A study on Factors influencing Buying decision of mens wear(shirts) In Bangalore Uptown

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BY ABHISHEK TOPPO

ABHINAV ABHISHEK
HARSHAJIT DAS KINJAL CHAWLA ROHIT SINGH VIGNESHWARAN M F M 2 ND S E M

Background
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In early 1980s

there was no concept of readymade garments and Indian consumer prefer tailor made garments. Till early 1980s there was no major players in ready garments. By the mid of 1980s customers started to shift to readymade garments due to urbanization and change in the life style. The increase in income level and fashion consciousness among consumers has now lead to the varying behaviour among the consumers in their purchase pattern.

Introduction
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Consumer doesnt act the same way in all

situations, people tend to act in different ways

Brand-loyal consumers Economic consumers A cognitive group of consumers who are

sensitive to rational claims

Impulse consumers

INTRODUCTION (cont..)
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A group of emotional reactors who respond to

product symbols and are heavily swayed by images.

A group of new consumers who havent yet

stabilized the psychological dimensions of their behaviour.

Objectives
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To ascertain the brand of shirt most preferred by

respondents.
To rank the factors inducing the respondents to go

for branded shirts

To identify the demographic and purchasing

behaviour & related factors influencing the choice of brand.

Research methodology
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Research design: Descriptive study (conclusive

research) Primary data: consumer survey through questionnaire Secondary data: Journals, magazines and internet Sample size: 100 (convenience sampling) Analysis platform: SPSS Analysis tool: Cross tab, histogram, frequency tables (other appropriate statistical tools if needed)

Limitation
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Study restricted to Bangalore only Sample size is restricted to 100(each category of

target respondents)
Less availability of time

Scope
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This kind of study can be used to determine the stock

level, price points and also demand anticipation over period.

Can be further taken to study consumption pattern

of other apparel and lifestyle products which helps the retailers to come out with better strategies.

Thank you!!
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