Consumer Behaviour Project

Title : Study of Consumer Behaviour on Casual/Sports attire
Consumer Behavior
Executive PGDM 2008-2009
G!"P P!#ECT
$tu%& o' Consumer Behavior on Casual($)orts attire
$u*mitte% B&- $u*mitte% To -
Grou) +o :
,lo- Gu)ta .08/PGDM001 Dr2 +eena $on%hi
Mo%a- Pri& .08/PGDM341
Praveen Gu)ta .08/PGDM351
6ineet Dixit .08/PGDM091
Batch : Executive PGDM 200!0"

Pa#e $o % Pa#e & of '(
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.ur!reet Singh "or giving their valuable !iece o" time "or !artici!ating
in the interview to com!lete the study.
)ours Sincerely
Group Mem*ers
Moda+ Priy ,0-PGDM(&.
/ineet Dixit ,0-PGDM0".
Praveen Gupta ,0-PGDM(1.
2lo+ Gupta ,0-PGDM00.

Pa#e $o % Pa#e 2 of '(
T,B7E !8 C!+TE+T
$r2 +o2 To)ic Pa9e
042 !*:ective ;
022 Metho%olo9& ;
032 <ntro%uction ;
0;2 $am)le Pro'ile 5
002 External 8actors 8
052 External <n'luences on Pro%uct Purchase 8
0=2 Mar-etin9 <m)lications 40
082 Exhi*it 424 43
092 Exhi*it 422 40
402 Exhi*it 423 4=
442 Exhi*it 42; 49
422 Exhi*it 220 24

Pa#e $o % Pa#e ( of '(
042 !B#ECT<6E
3he main o*4ective of this pro4ect is to study the *uyin# *ehaviour of the consumer in
Casual/sports attire and 5hat are the various factors ,external or internal. 5hich
influence a person to purchase casual/sports attire
022 MET>!D!7!G?
2ll the data collected is from the primary source in 5hich intervie5 5as conducted
5ith individual *y each #roup mem*er. on respondent convenient time 5here 5e had
as+ed several 6uestion in the form of 6uestioner ,attached. 5hich consist of 6uestion
on the demo#raphic details ,2#e7 Gender7 8ualification etc. the culture and
su*culture and the various ritual and norms7 a*out the family structure he *elon#s to
and the factor on 5hich he decide to purchase casual/sports attire9 Some of the open
ended 6uestion also as+ed a*stract the information ,i9e 5ho is the decision7 initiator7
influencer7 payer7 user the various source of information and finally the place of
purchase.

032 <+T!D"CT<!+
3he field of consumer *ehaviour is enormous7 and hi#hli#hts the importance of the
customer at the centre of the mar+eter:s universe9 Each consumer is uni6ue 5ith
different needs and 5ants and *uyin# choices and ha*its are influenced *y ha*it7 and
choice that are in turn tempered *y psycholo#ical and social drivers that affect
purchase decision processes9 ;t is a complex multi dimensional varia*le9
<no5led#e of consumer *ehaviour is critical for influencin# not only product
purchase decisions *ut also important mar+etin# decisions for commercial firms7 non
profit or#ani=ations7 and re#ulatory a#encies9 2pplications of consumer *ehaviour
decisions lie on mar+etin# strate#ies7 re#ulatory policies7 social mar+etin#7 and
informed individual9
3he #eneral structure and concept of consumer *ehaviour is fra#mented into four
ma4or cate#ories External influence7 ;nternal influence7 Self concept and lifestyle7
Decision ma+in#9 External influences include culture7 su*culture7 demo#raphics7
social status7 reference #roup7 mar+etin# activities and family9 ;nternal influences
include perception7 learnin#7 memory7 motives7 personality emotions7 and attitude9
3he self concept and lifestyle produce needs and desire7 many of 5hich consumption
decision to specify9
Culture plays the most pervasive influence on external factors of consumer
*ehaviour9 Culture varies in values and nonver*al communications9 Su* culture is a
se#ment of lar#er culture hose mem*ers share distin#uishin# values and patterns of

Pa#e $o % Pa#e ' of '(
*ehaviour9 2ffect of cultural factors on consumer *ehaviour and mar+etin# strate#y
is sho5n *elo59
Demo#raphics consist of structure7 si=e and distri*ution9 Social status refers to ones
position in relatives to others on one or more dimensions valued in society9 >ouse
hold plays an important decision on most consumption decisions9 ?amily house hold
consists of a family and any unrelated people residin# in the same housin# unit9
Effect of hose hold culture7 values play an important role in *uyin# decisions9
Consumer *ehaviour theory prior to the Second @orld @ar 5as *ased on accepted
economic theory of the Arational manA model of decision ma+in#9 3he central idea of
economics is that people ma+e decisions *y 5ei#hin# costs and *enefits in a rational
manner9 3he consumer:s o*4ective is therefore to select a set of product 6uantities that
maximise satisfaction ,or utility.7 su*4ect to availa*le income9 Btility in this context
means the a*ility of a product to meet functional needs9 3he consumer then expends
their income ,*ud#et. and selects specific amounts of the t5o products9 Product
prices and income are predetermined and7 conse6uently only the 6uantities of the t5o
products purchased are varied to maximise utility9 Cational therefore means the
Aexplaina*leA processes of consumer *ehaviour9
Current approaches su##est that *ehavioural underpinnin#s in consumer decision
processes are *eyond pure rational dimensions and stem from *oth innate and
ac6uired needs that involve a complex com*ination of conscious and unconscious
processes as 5ell as rational and emotional factors9

Consume
r
Behaviou
r
Demo#ra
phics
$orms
3radition
s
$on ver*al
communications
Dan#ua#
e
Mar+etin#
strate#y
3hus consumer rationality is mediated *y dynamics such as personal paradi#ms and
perceptual distortion7 ris+ tolerance7 and po5er relations 5hich in turn are su*4ect to
cultural and intellectual pre4udices such as #ender7 a#e7 and ethnicity9 3his
contri*utes to the notion of mar+etin# as a normative discipline 5ith elements of art
rather than science in its practice9 2r#ua*ly as research AexplainsA the complexity of
the dynamics of consumer *ehaviour7 it 5ill expand the definition of 5hat constitutes
a rational consumer9 3his *ehavioural component allo5s mar+eters to identify
prospective customers: needs and 5ants7 and influence the exchan#e7 perception7 and
satisfaction dynamics of the purchasin# decision process9
0;2 $,MP7E P!8<7E
Profile of the respondent%
3he respondents ,Exhi*it &9& to &9'. for this o*4ective are under the cate#ory of (&!(0
years of a#e and are 5or+in# professional in Pvt9 Dtd9 Er#ani=ation some of the *est
multinational companies in ;ndia 9 3he education of sample ran#es from #raduate
level to post #raduate in 3echnical as 5ell as Professional fields9 2ll respondents
5ere >indus except one 5ho 5as a Si+h and *elon#ed to lo5er!upper and upper!
middle class families9 35o respondents in the sample had nuclear families and the
other t5o respondents 5ere residin# 5ith their parents9 3he respondents are
financially independent and there income lies in the *rac+et of 0 ! la+h per annum9
Media ha*its of the respondents 5ere found to *e similar in most cases9 3heir ma4or
choice of extractin# information 5as throu#h ne5s papers and televisions thou#h
there 5ere differences in the li+es of channels vie5ed *y individual respondents9
Social stratification of the sample lied *et5een upper middle class to middle class9
Bein# in the same a#e the respondents lied in the cate#ory of full nest ; ,married7
child less than 1 yrs of a#e.7 5here the source of income 5as dual in one case and
sin#le in all the other cases9
Eatin# ha*its of the respondents 5ere found to *e similar and all of them responded
ne#atively 5hen as+ed 5hether they drin+ or smo+e hi#hli#htin# the fact that they
5ere conservative and follo5ed the norms of their typical ;ndian culture to 5hich
they *elon#9
3he respondents are socially active and participate fre6uently in various social
#atherin#s 92ll the respondents are very hi#h family oriented every individual is a
part of many different #roups *ased on their common interest9

Cespondents are very 5ell a5are of emer#in# trends and are a fashion conscious
people9 3hey are a5are of various domestic as 5ell as international *rands availa*le
and the desi#ners9 More exposure to television and internet has further contri*uted in
increasin# the a5areness9 3hey have a #reat influence on their choice of *rand and
6uality of apparels9 ;n most cases they 5ere *rand loyal and preferred *i#
multinational *rands9
Purchase decisions of the respondents 5ere hi#hly influenced *y their family
mem*ers and friends9 Docation preferences 5ere mostly malls and sho5rooms9
Demo#raphic varia*le
Demo#raphic varia*le is almost same in all the Cespondents can *e cate#ori=ed as
Empty $est ;
Cespondents are livin# 5ith 5ife and +id in all the case9 Cespondents all are social
active and cultural and li+e to *e associated in one particular #roup9
Media ha*its !Cespondents are a5are of the technolo#y and usin# 5atch media and
internet9
Cespondents *elon# to some su* social #roup *ased on their ho**ies and li+in# and
disli+in#9 ?eel
;ncome F 2ll the Cespondents 5ere in the ;ncome ran#e of G Dac to &2 Dac 9 Ene of
the Cespondents 5as found price sensitive9 Ene Cespondent 5as very loyal to5ards a
particular *rand and he 5as more *iased to5ards that *rand9
Education ! 2ll the Cespondents 5ere Graduate and 5ell prover*ial9 Ene of the
Cespondents 5as Masters in Environmental science9 Cespondents 5ere a5are a*out
the development and ne5 arrival and they used their readin# s+ills on print media or
entertainment media 9
Eccupation! 2ll the Cespondents in 5ell +no5n private ?irms 5hich are payin# them
5ell9 Cespondents 5ere ta+in# #eneral advise to their collea#ues in their offices
a*out the ne5 and particular ran#e and they 5ill sho5 interest and as+ their
availa*ility9
Social class! 2ll the Cespondents 5ere in the a#e *rac+et of (0!(0 years 9Ene of
them 5as found in spiritual class and others are associated into various other cultural
activity9 ;n case of one Cespondent the attire 5as norms 5hen he is attendin# the
spiritual function *ut rest of the time all the Cespondents 5ere actin# as more *end
to5ards casual 5ear9
2#e ! 2ll the Cespondents 5ere in the a#e *rac+et of (0!(0 years 9

Pa#e $o % Pa#e G of '(
002 E/TE+,7 8,CT!$
External factors are the factors 5hich are not under our control and 5hich 5ill create
a impulse to consumer to *ehave in a particular 5ay to ma+e or chan#e his/her
decision9
3hese factors are%
2#e
Sex
Eccupation
Education
;ncome
Class
Su*class
Brand loyalty
Print media
Social class
Electronic Media
;n our sample si=e ma4or external factor 5hich played the role in chan#e in decision
ma+in# such as HBrand loyalty Hin one Cespondents case9 2n other Cespondents case
the external factor 5as spirituality , Celi#ious. 9 Cest all 5ere active a*out and +een
a*out the latest *and in the mar+et9 Physiolo#ical influences include perception7
learnin#7 memory7 motives7 personality emotions7 and attitude9 3he self concept and
lifestyle produce needs and desire7 many of 5hich consumption decision to specify
leads to a impulse #eneration 5ith association 5ith external factors9 3his factor
ma+es the *rand come under the consideration set and finally ma+e into the
decision 9Eur respondents 5ere usin# the external factors as mention a*ove to ta+e
their sports attire purchasin# decision9
052 E/TE+,7 <+87"E+CE$ !+ P!D"CT P"C>,$E
Ene of the Cespondents 5as more +een a*out the particular *rand and very loyal9
Price! Generally @e found all the Cespondents are price sensitive9 Ce#ular purchase
of *rand 5ill *e 2!( pair per month9 Eur Cespondents are selectin# the *rand on the
*asis of selective occasion9
Bran%! Cespondents usually prefers to have *randed attire on selective *rand
availa*le in the mar+etI Cespondents choose the *rand for the comfort level and
media presence9 3he selection could *e done on the *asis of mail receive and the
print add 5hich used to appear into the9

Pa#e $o % Pa#e of '(
Peer Grou)! Cespondents are associated 5ith some type of #roup official/ reli#ious
peer #roup in one of the respondents he *elon# to reli#ious social class and he 5as
5earin# the attire on particular occasion *ut all the cases
@ualit&! 2ll the respondents 5ere +een a*out the 6uality in terms of fa*ric 7cotton J
in the fa*ric7
Bran% ,m*assa%or! Cespondents 5ere in our sample space sho5n very little on
*rand am*assador9
<ncome% ;t 5as o*served that the respondents 5hose families 5ere in the income
#roup 007000 Cs or a*ove opted for desi#ner 5ear9
8amil& values% ;t 5as also o*served that they 5ere hi#h on fashion!opinion
leadership9 3hey 5ere very close to the family and see+ advice for their purchasin#9
Style 5as an independent factor and therefore all the respondents 5ere independent
5hen it came to purchasin# decisions most of the time9 /ery rarely they tae the sports
attire decision in presence of their 5ifeKs9
Me%ia% 2ll the respondents 5ere ta+in# their purchase decisions *ased on the *rand
presence in media either in electronic media / Print media/ 3/ 9 3hey all 5ere very
+een a*out the ne5 arrival of the *rand presence in the media9
$alesman in'luences F 2ll the respondents 5ere not influenced *y salesman
recommendation 5hile purchasin#9 @hile purchasin# the sports attire they some
times as+ any discount or offer availa*le on particular variety9 Culture and
su*culture!
$u*culture% Each culture contain smaller #roup of su*culture that provide more
specific identification and sociali=ation for its mem*ers9 ?our types of su*culture can
*e distin#uished 9$ationality #roups such as the ;rish7 polish7 ;talians7 and Puerto
Cicans are found 5ith in lar#e communities and exhi*its distinct ethnic tastes and
Le5s represent su*culture 5ith specific culture preference and ta*oos9
$ocial Class% 3he Extent of this mo*ility varies accordin# to the ri#idity of social
stratification a #iven society9 2 consumerKs *ehaviour is also influenced *y social
factors7 such as the consumerKs reference #roup7 family7 and social roles and statuses9
Persons 5ith in each social class tend to *ehave more ali+e than persons from t5o
different social classes9 Second7 persons are perceived as occupyin# inferior or
superior positions accordin# to their social class9
Ceference Group Cespondents *elon# to secondary #roup7 5hich tend to *e more
formal and 5here there is less continuous interaction9 3hey include reli#ious
or#ani=ations7 professional associationsI #et to#ether on the marria#e or committee9
8amil& Grou)% Since the most of respondents are livin# their 5ifeKs9 3hey mostly do
not involve their parents to ta+e their sports attire decision *ecause of the fact of
#eneration #ap9 3hey sometime consider their 5ifeKs 5hile they #o outside or
5ee+end purchase9 3hey some times recall the particular *rand 5ith help of their
5ives and search the particular availa*le in the mar+et place 9

Pa#e $o % Pa#e " of '(
0=2 M,AET<+G <MP7<C,T<!+$
Consumers do not ma+e their decisions in a vacuum9 3heir purchases are hi#hly influenced
*y cultural social7 personal7 and psycholo#ical factors9 ?or the most part7 they are Hnon
controlla*leM *y the mar+eter *ut must *e ta+en in to account9 @e 5ant to examine the
influence of each factor on a *uyerKs *ehaviour9
3he *asic *elief of mar+etin#!oriented company is that the customer is the hu*
2round 5hich the *usiness revolves9 3herefore7 understandin# 5hat ma+es
People in #eneral *uy and 5hat ma+es your customer in particular *uy is a vital
part of *usiness success9 Mar+et itself means F customer7 around 5hom all
mar+etin# strate#ies are formulated and implemented9 ;n order to meet
competition at the mar+et place7 the mar+etin# mana#ers are usin# various
methods to add value to the final product 5hich 5ill reach the hands of the
consumers9 ;t means in ever chan#in# mar+etin# environment7 there is a
#ro5in# concern or a5areness amon# mar+eters to #o for a careful study of the
consumer *ehaviour around 5hich all mar+etin# activities are made9 ?ollo5in#
are the +ey mar+etin# implications of consumer *ehaviour9
8amil& $tructure
3he purchase and consumption of many products are driven *y the household life cycle9 3he
reason for this is that each sta#e in the family poses uni6ue pro*lems or opportunities to the
family mem*ersI and the resolution of these pro*lems often re6uires the consumption of
products9 3he implication for the mar+eter is to decide 5hich se#ment the product has to *e
focussed i9e on 5hich house hold life cycle sta#e the product has to *e mar+eted9 ;n the
sample #roup selected for our research 5e found that most of the respondents lay in the full
nest ; cate#ory in the a#e #roup of less than (0 years7 married7 havin# a child of a#e less than
1 years9 ;n this cate#ory the decision initiators or opinion leaders 5ere family mem*ers in
most of the cases 5here the decision 5as tar#eted to5ards Difestyle casual /sports attires9
Cespondents 5ere middle classes 7 *rand loyal and fashion oriented9Epportuniy for the
mar+eter lies in innovatin# fashiona*le products and focus on opinion leaders9 Buildin#
*rands is important as most of the respondents are *rand loyal and have different perceptions
on various *rands9

Cultural 8actors
;n a diversified country li+e ;ndia cultural factors exert the *roadest and deepest influence on
consumer *ehaviourI 5e 5ill loo+ at the role played *y the *uyerKs culture7 su*culture7 and
social class9 3oday7 physical fitness7 #ood health and smart appearance are on
premium9 Slimmin# centres and *eauty parlours are mushroomin# in all ma4or cities
of the country9 Cosmetics for *oth 5omen and men are *ein# sold in increasin#
num*ers9 Even exclusive shops are retailin# desi#ner clothes Cross!cultural

Pa#e $o % Pa#e &0 of '(
mar+etin# is defined as Hthe effort to determine to 5hat extent the consumers of t5o
or more nations is similar or different9 3his 5ill facilitate mar+eters to understand the
psycholo#ical7 social and cultural aspects of forei#n consumers they 5ish to tar#et7 so
as to desi#n effective mar+etin# strate#ies for each of the specific national mar+ets
involved9
Mar+eter should loo+ into follo5in# cate#ories to canalise products on casual/sports
attire in the mar+et9
&9 Pro%uct selection: 3he mar+eter #oin# for cross cultural mar+etin# has to select
the customers/ mar+et not on the *asis of the superficial similarities of a#e or income7
*ut *y usin# the real motivatin# factors that prompt them to accept or re4ect products9
Cultural influences li+e colour play an important role in mar+etin# of casual and
sports attire9 Colours li+e red 5ere found to *e sym*ols of 4oy and cele*ration
5hereas colour 5hite 5as found to *e a sym*ol of death and mournin#9 Sports attire
are #enerally 5ore in leisure times and hence colours li+e red 5ould *e tar#eted in
this se#ment9
22 Promotion (mar-etin9 communication% Promotion and communications should
*e tar#eted to focus not only on indusial respondents *ut also on influencers li+e
5ife7 family mem*ers7 friends 5ho play the role of opinion leaders9
(2 Pricin9: The mar+eter has to ad4ust his pricin# policies accordin# to the local
economic conditions and customs9
'2 Distri*ution channel: Sho5rooms and malls have *een found ma4or places 5here
the sample respondents #enerally purchase 9Mar+etin# channels should *e focussed
on these areas 5here visi*ility of the product plays an important role in individual
decision ma+in#9
Some important characteristics of ;ndian cultural traits9
&9 >omo#enous >armony to *e valid and preserved7
29 Group7 not individual7 important
(9 2m*i#uous
'9 General >old *ac+ emotions in pu*lic
09 Product!oriented
19 Ma+e a lon# story short
G9 $onver*al communication important
9 ;nterested in 5ho is spea+in#
Cultural 6ariations B +on-6er*al Communication

Pa#e $o % Pa#e && of '(
;n a culture 5e have many variations in non!ver*al communications9 Each
culture assi#ns a meanin# to non!ver*al si#ns utilised *y it9 3here are some
varia*les in non!ver*al communication9 3hese are%
,a. Bse of time
,*. Bse of space
,c. ?riendship
,d. 2#reements
,e. 3hin#s
,f. Sym*ols
,#. Eti6uette
Time
3ime is a resource 5hich is distri*uted e6ually amon#st every*ody9 Every
person has the same amount of time at his disposal9 @hat vie5 individuals and
societies ta+e of time ma+es them different9 ;n our cate#ory the role of time plays an
important parameter for mar+eters as people in ;ndia mostly purchase attires durin#
occasions7 festivals li+e Di5ali7 >oli etc9Mar+etters should focus effectively in sport
events li+e @orld cup 7 Elympics and other events 5hich are hi#hli#hted on
electronic media9 Promotion of attires throu#h inte#rated mar+etin# communications
should focus on these events9
8rien%shi)
?riendship plays an important role in *usiness transactions9 Good personal
Celationship and feelin#s matter most in a lon# term a#reement9 Social contacts
developed *y parties #ain priority over technical specifications9 ;n ;ndia Personal ties7
personal trust leads to cooperation and a lot of transaction can ta+e place *et5een
parties9 ?riends play the role of opinion leaders and should *e tar#eted *y the
mar+eters9
Me%ia
<n'ormation $earch
;dentified needs can *e satisfied only 5hen desired product is +no5n and also
easily availa*le9 Different products are availa*le in the mar+et7 *ut consumer
must +no5 5hich product or *rand #ives him maximum satisfaction9 2nd the
person has to search out for relevant information of the product7 *rand or
Docation9 Consumers can use many sources e9#97 nei#h*ours7 friends and family9
Mar+eters also provide relevant information throu#h advertisements7 retailers7
dealers7 pac+a#in# and sales promotion7 and 5indo5 displayin#9 Mass media
li+e ne5s papers7 radio7 and television provide information9 $o5 a dayKs internet
has *ecome an important and relia*le source of information9 2s a Mar+eters 5e are
a*le to under stand the exposure *ehaviour to the various source of media *y a person
as in the case of our sample #roup that the person are hi#hly computer savvy and
internet savvy so the product should made availa*le to the internet also it is important
to understand the preference of channel li+e most of our sample respondent are prefer
to 5atch some *usiness ne5s channel li+e C$BC& 7$D3/ profit Etc9

Pa#e $o % Pa#e &2 of '(
Tar9et $e9ment
?or a mar+eter the opportunity to se#mentise the product 5ould *e in a middle class
se#ment 5ith a#e ran#in# from (0!(0 years7 income level 0 Dac &0 Da+hs9 >avin#
family7 ma4or decision ta+en 4ointly and shoppin# location is mostly in sho5room
and malls9 3he focus should *e on male 5ho 5ear sports attire and casuals fre6uently
E/><B<T-424
E$P!+DE+T DET,<7$ -4
DEMEGC2P>;CS
$ame % 2mit <umar Sin#h
2#e % ((
Gender % Male
Eccupation % Mana#er ,Dell ;ndia Dtd9.
Education % B9E9
;ncome ,?amily. % 0! Dac per 2nnum
Celi#ion % >indu
Cesidential 2rea % Da4pat $a#ar7 $e5 Delhi
$ationality % ;ndian
MED;2
Print Media % $e5s Paper
3elevision % >istory Channel7 Discovery7 2'xG
;nternet % Dimited surfin#
SEC;2D S3C23;?;C23;E$
Class % Middle Class
E3>$;C SBBCBD3BCE
Birth Place % $orthern ;ndia7 /aranasi
Caste % Ca4put
?amily % @ife7 Dau#hter7 ?ather
3endency to spend % Di+es to save money
3raditional/Modern % 3raditional
2ctive/Passive % 2ctive
Celi#ion/Secular % Moderate Celi#ious
Decision ma+ers % @ife
?2M;D) S3CBC3BCE
@ife % Business ,@e*site development.
Dau#hter % Ba*y
?ather % Cetired ,Ex9 Businessmen.
E$3EC32;$ME$3
?avourite 3ime pass % 3elevision

Pa#e $o % Pa#e &( of '(
?avourite pass time accompanyin# 5ith % @ife
E23;$G >2B;3S
$on!/e#//e# % $on!/e#atarien
Drin+in# % $o
Smo+in# % $o
GCEBPS
@or+ #roup % Efficial
Entertain #roup % ?amily #et to#ether
?EC ;3EM % C2SB2D / SPEC3S 233;CE
;3EM PBCC>2SED
Leans
PBCC>2SE DEC23;E$
Mall7 Sho5rooms
PBCC>2SE DEC;S;E$
;nitiator % @ife
Decision ma+er % Loint
Bser % @ife and Self
Epinion leader % ?riend and @ife
BED;E? ;$ ;3EM
Branded
8uality Eriented
ME3;/E % 2ffective
;$32$GEBDE C>E;CE Style
BC2$D PCE?ECE$CE
Consideration set % ?lyin# Machine7 Spy+er7 Dee7 $umero Bno9
Brand Doyal

Pa#e $o % Pa#e &' of '(
E/><B<T-422
DEMEGC2P>;CS
$ame % Gurpreet Sin#h
2#e % (2
Gender % Male
Eccupation % Nonal Mana#er,Sales.
Education % Graduate
;ncome ,?amily. % 2*ove Dac,per 2nnum.
Celi#ion % Si+h
Cesidential 2rea % Lana+puri7 $e5 Delhi
MED;2
3elevision % C$BC 3/ &
;nternet % Ce#ular $et Surfin#
SEC;2D S3C23;?;C23;E$
Class % Bpper Middle Class
E3>$;C SBBCBD3BCE
Birth Place % $orthern ;ndia
Caste % Si+h
?amily % @ife7 Son Parents and Grandparents9
3raditional/Modern % Modern
Decision ma+ers % @ife
?2M;D) S3CBC3BCE
@ife % >ome Ma+er
Son % Ba*y
?ather % Cetired
E$3EC32;$ME$3
?avourite pass time accompanyin# 5ith % @ife and son
E23;$G >2B;3S
$on!/e#//e# % $on!/e#etarian

Pa#e $o % Pa#e &0 of '(
Drin+in# % )es
Smo+in# % $o
GCEBPS
Entertain #roup % Group Get 3o#ether
;3EM PBCC>2SED
Pullovers
PBCC>2SE DEC23;E$
Mall7 Sho5rooms
PBCC>2SE DEC;S;E$
;nitiator % Self and @ife
Decision ma+er % Self and @ife
Bser % Self
Epinion leader % ?riend
BED;E? ;$ ;3EM
Branded
8uality Eriented
ME3;/E % 2ffective
BC2$D PCE?ECE$CE
Consideration set % 2ddidas7 Cee*o+7 Prian#le7 and $umero Bno9
Brand Doyal

Pa#e $o % Pa#e &1 of '(
E/><B<T-423
DEMEGC2P>;CS
$ame % 2mit Srivastava
2#e % (&
Gender % Male
Eccupation % Sr9 En#ineer ,D$O3.
Education % M9E9,Environmental.
;ncome ,?amily. % 0! Da+h ,per 2nnum.
Celi#ion % >indu
Cesidential 2rea % Gur#aun7 >aryana
MED;2
3elevision % Star 3/7C$BC &
SEC;2D S3C23;?;C23;E$
E3>$;C SBBCBD3BCE
Caste % >indu
?amily % @ife O Dau#hter
3raditional/Modern % 3raditional
Celi#ion/Secular % Celi#ious
Decision ma+ers % Loint
?2M;D) S3CBC3BCE
@ife % >ome Ma+er
Son % Ba*y
?ather % Cetired
E$3EC32;$ME$3
?avourite pass time accompanyin# 5ith % @ife O Dau#hter
E23;$G >2B;3S
$on!/e#//e# % /e#etarian

Pa#e $o % Pa#e &G of '(
Drin+in# % $o
Smo+in# % $o
GCEBPS
;3EM PBCC>2SED
Shoes
PBCC>2SE DEC23;E$
Mall7 Sho5rooms
PBCC>2SE DEC;S;E$
Bser % Self
BED;E? ;$ ;3EM
Branded
8uality Eriented
ME3;/E % 2ffective
;$32$GEBDE C>E;CE Price
BC2$D PCE?ECE$CE
Consideration set % Spar+7 Cee*o+7 Bata9
Brand Doyal

Pa#e $o % Pa#e & of '(
E/><B<T-42;
E$P!+DE+T DET,<7$-;
DEMEGC2P>;CS
$ame % $itin Mishra
2#e % (0
Gender % Male
Eccupation % Mana#er
Education % B93ech97 PGDBM
;ncome ,?amily. % 0! Dac,per 2nnum.
Celi#ion % >indu
Cesidential 2rea % Gur#aun7 >aryana
MED;2
3elevision % M3/ O 2'xG
SEC;2D S3C23;?;C23;E$
E3>$;C SBBCBD3BCE
Caste % >indu
?amily % @ife O Son
3raditional/Modern % Moderate 3raditional
Decision ma+ers % Loint
?2M;D) S3CBC3BCE
@ife % >ome Ma+er
Son % Ba*y
?ather % Cetired
E$3EC32;$ME$3
?avourite pass time accompanyin# 5ith % @ife O Son
E23;$G >2B;3S
$on!/e#//e# % /e#etarian

Pa#e $o % Pa#e &" of '(
Drin+in# % $o
Smo+in# % $o
GCEBPS
;3EM PBCC>2SED
3!S>;C3
PBCC>2SE DEC23;E$
Mall7 Sho5rooms
PBCC>2SE DEC;S;E$
Bser % Self
BED;E? ;$ ;3EM
Branded
8uality Eriented
ME3;/E % 2ffective
BC2$D PCE?ECE$CE
Consideration set % 2ddidas7 Cee*o+9
Brand Doyal

Pa#e $o % Pa#e 20 of '(
P!#ECT P>,$E <<
<+TE+,7 8,CT!$
042 !B#ECT<6E
3he o*4ective of this part of the pro4ect is to study the effect of internal influences of
the consumerKs purchases in Casual/sports attire and the mar+etin# strate#ies relevant
to their purchases in this se#ment9
3his part of the pro4ect hi#hli#hts the influence of various internal factors on the
purchase of Casual/Sport attire9 3he respondents 5ere as+ed su*4ective 6uestions and
the follo5in# implications 5ere derived 93hese implications have *een hi#hli#hted
into their respective traits discussed *elo59
+EED
Maselo5Ks need hierarchy is readily adapta*le to mar+et se#mentation and the development
of advertisin# appeals *ecause there are consumer #oods desi#ned to satisfy each of the need
levels and *ecause most of the needs are shared *y lar#e se#ment of consumers9 ?rom the
study conducted the various types of needs of the respondents are as follo5s9
Parameter 2mit <umar Sin#h
Leans
Cespondent ;
Gurpreet Sin#h
Pullover
Cespondent ;;
2mit Srivastava
Shoes
Cespondent ;;;
$itin Mishra
3!shirt
Cespondent
;/
$eed Social
,2ctive External.
Physiolo#ical
,2ctive ;nternal.
Social
,2ctive ;nternal.
Social
,2ctive
External.
3he need hierarchy is openly used as a *asis for mar+et se#mentation 5ith specific
advertisin# appeal directed to one or more need se#ment9 ?or example in our sports/casual
attire 5e 5ill use an add in 5hich a social appeal is hi#hli#hted *y sho5in# a #roup of youn#
people en4oyin# themselves and advertise the product9
EM!T<!+

Pa#e $o % Pa#e 2& of '(
Emotions are stron#7 relative uncontrolled feelin#s that effect *ehavior9 Emotions
are #enerally tri##ered *y environmental events 92n#er7 Loy7 Sadness are most
fre6uently response to a set of external events9 3hree dimensions of emotions are
pleasure7 arousal and dominance9 3he ta*le #iven *elo5 sho5s the emotions of
respondents in the conducted study9
Leans
Gurpreet Sin#h
Pullover
2mit Srivastava
Shoes
$itin Mishra
3shirt
Emotion 2rousal Pleasure Pleasure 2rousal
;ndicator
feelin#
2ttentive7 Curious7
<een a*out his
loo+s
Desire to *uy a
pullover
Desire to *uy a pair of
shoes for evenin#
5al+
2ctivation9
@as aroused
to see his
friends
5earin# 3!
shirt
$E78-C!+CEPT
Self concept is defined as the totality of the individual thou#hts and feelin#s to5ards
himself as an o*4ect9 3a*le *elo5 sho5s the implications of self concepts of various
respondents9
Self! Concept model can *e sho5n *elo5%

Pa#e $o % Pa#e 22 of '(
Leans
Gurpreet Sin#h
Pullover
2mit Srivastava
Shoes
$itin Mishra
3!shirt
Self
Concept
;deal Self/Private
Self
;deal Self/Private F
Self
;deal Self/Private
!Self
;deal
self/Social
self
Mar+eter should strive to develop a product ima#e that is consistent 5ith the self
concept of their tar#et mar+et li+e ;ndependent self concept 5hich is found common
in our case9
PE$!+,7<T?
Personality is an individualKs characteristics response tendencies across similar
situation9 Personality is a useful concept *ecause it ena*les us to cate#ori=e
consumers into different #roup on the *asis of Sin#le trait and multiple traits9
Sin#le traits theories emphasi=e on one personality trait9 3hese are classified as
follo5s9
04 omanticism(classicism trait can *e characteri=ed *y *ein# inspirational7
ima#inative7 creative7 and economical and carefully proportional9
02 +ee% 'or "niCueness is defined as an individualKs pursuit of differentness
relative to others that is achieved throu#h the ac6uisition 7utili=ation and disposition
of consumer #oods for the purpose of developin# and enhancin# oneKs personal and
social identity9
Multi 3rait 3heory specifies several traits that in com*ination capture a su*stantial
portion of the personality of the individuals9
2 ta*ular presentation of five factor model is sho5n *elo59

Pa#e $o % Pa#e 2( of '(
Product
Brand
ima#e
Consumer
Self
concept
Celatio
nship
Behaviour Satisfaction
? E E D B 2 C <
Core 3raits Manifestation
Extroversion Prefer to *e in lar#e #roup rather than alone7 tal+ative 5hen
5ith other Bold
;nsta*ility Moody7 temperamental O touchy
2#reea*leness Sympathetic7 +ind to others O Polite 5ith others
Epenness to experience ;ma#inative7 2ppreciative of arts
Conscientiousness Careful7 precise O Efficient
8reu%ian Theor&2
<D D $u)ere9o an% E9o
<D is 5arehouse of primitive and impulsive drives F*asic Physiolo#ical need9
$u)ere9o is conceptuali=ed as the individualKs internal expression of societyKs moral
and ethical code of conduct9
E9o is the individualKs conscious control9 ;t functions as an internal monitor that
attempt to *alance the impulsive demand and socio!cultural constraint of the super
e#o9
+eo-8reu%ian Theor&
Com)lain individuals are those 5ho move to5ards others ,they desire to *e loved7
5anted and appreciated .9
,99ressive individuals are those 5ho move a#ainst others ,they desire to excel and
5in admiration.9
Detache% ;ndividuals are those 5ho move a5ay from others, they desire
independence7 self!reliance7 self!sufficiency7 and individualism r freedom from
o*li#ations.

Pa#e $o % Pa#e 2' of '(
Parameter 2mit <umar
Sin#h
,Leans.
Gurpreet Sin#h
,Pullover.
2mit Srivastava
,Shoes.
$itin Mishra
,3!shirt.
Personality Prefer 3o live
in Dar#e
#roup
Bold 3al+ative
@hen @ith
Ethers
;ntrovert7 <ind
to others
;nfo savvy
person
2nalytical
E#o E#o/classicism Classicism Bni6ueness
Detached Compliant ;ma#inative
3rait $eed for
co#nition
$eed ?or
Co#nition9
$eed ?or
Co#nition
3rait /isuali=es /isuali=es /er*ali=e
2 Particular type of ima#e that some *rands ac6uire is a *rand personality9 Brand personality
is a set of human characteristics that *ecome associated 5ith a *rand 9

Pa#e $o % Pa#e 20 of '(
Sincerity
Brand Personality
Excitement Competence Sophisticatio
n
Cu##edness
Do5n 3o
Earth
>onest
Cheerful
@holesome
Darin#
Spirited
;ma#inative
Bp!to!date
Celia*le
;ntelli#ent
Successful
Bpper Class
Charmin#
Eutdoorsy
3ou#h
M,AET<+G <MP7<C,T<!+
Mar+eters have to pay attention to Brand Personality that matches the personality of the
se#ment tar#eted *y him9 ;n casual and sports attire the *rand personality is of a masculine7
cool7 and easy to use9 ;n the study conducted it 5as found that
Cespondent ; Excitement
Cespondent ;; and Cespondent ;;; Sincerity9
Cespondent ;/ Sophistication9
,TT<T"DE
2ttitude refers to 5hat a person feels or *elieves a*out somethin#9 ;t may *e reflected
in ho5 an individual acts *ased on his or her *eliefs9 Ence formed7 attitudes can *e
very difficult to chan#e9 3hus7 if a consumer has a ne#ative attitude to5ard a
particular issue it 5ill ta+e considera*le effort to chan#e 5hat they *elieve to *e true9
;t is made up off three component 9 3hese components are
2ffective
Co#nitive
Behavioral
<ey functions that attitude serves are hi#hli#hted in the ta*le *elo59
,Leans.
Gurpreet Sin#h
,Pullover.
2mit Srivastava
,Shoes.
$itin Mishra
,3!shirt.

Pa#e $o % Pa#e 21 of '(
?unction of
2ttitude
<no5led#e Btilitarian <no5led#e <no5led#e
P!#ECT P>,$E <<<
DEC<$<!+ M,A<+G P!CE$$
042 !B#ECT<6E
3he o*4ective of this part of the pro4ect is to study the decision ma+in# process of the
consumers purchases in Casual/sports attire and the mar+etin# strate#ies relevant to
their purchases in this se#ment9

022 <+T!D"CT<!+
3he term consumer decision produces an ima#e of an individual carefully evaluatin#
the attri*utes of a set of products7 *rands7 services and rationally selectin# the one
that solves a clearly reco#nised need for the least cost9 Consumers ma+e numerous
decisions everydayI sometimes even 5hen they are not consciously a5are of ho5 and
5hy they have made a choice9 3he consumer as a decision ma+er is vie5ed in
different 5ays *y different #roups of researchers9 3he economic vie5 holds that
consumers are rational decision ma+ers7 5hile some other researchers vie5 the
consumers as uninvolved passive decision ma+ers9
)et another #roup of researchers vie5 consumers as co#nitive decision ma+ers9 But
all these vie5s i#nore the influence of emotions on consumersK choices9 3here are
three types of consumer decision ma+in#%F
&9 $ominal decision ma+in# ,lo5 purchase involvement 5ith no external
information.9
29 Dimited decision ma+in# ,consumer evaluates limited alternatives 5ith some
external information.9
(9 Extended decision ma+in# ,lar#e num*er of alternatives 5ith the help of
extensive information search from *oth internal and external sources.9
3here are three phases in consumer decision ma+in# process%F
&9 Pro*lem reco#nition
29 ;nformation search
(9 2lternatives evaluation and selection9
Pro*lem reco#nition is initiated 5ith identification of a #ap in the actual state and the
desired state as perceived *y the consumer9 3he consumer may *e a5are or una5are
of the pro*lem or need9
3he need a5areness can tri##er throu#h non!mar+etin# and/or mar+etin# tri##ers9

Pa#e $o % Pa#e 2G of '(
Mar+etin# tri##ers involve identifyin# consumer pro*lems throu#h various
techni6ues and then actin# on these9 Mar+eters may also try to suppress pro*lem
reco#nition *y consumers9
;nformation search is initially done from internal sources7 i9e97 memory and
experience7 and then from external sources7 i9e97 friends7 internet7 etc9 Consumer
decision ma+in# involves see+in# information on three important aspects of product
F evaluation criteria7 alternatives availa*le7 and attri*utes of each alternatives9 3he
amount of external search to *e done depends on various mar+et7 product7 consumer7
and situational varia*les9
2lternatives evaluation and selection involves ma+in# the *rand choice after
evaluatin# all the alternatives9 3here are three types of consumer choice processes F
affective choice ,*ased on Pit feels ri#htK factor.7 attitude!*ased choice ,*ased on
decision rules.7 and attri*ute!*ased choice ,*ased on attri*ute!*y!attri*ute
comparison across *rands9
C!+$"ME DEC<$<!+ M,A<+G P!CE$$
2s 5e loo+ into the *uyin# *ehaviour of the respondents to5ards the purchase of
Casual / Sports attire 5e find that the purchase is of a hi#h involvement in almost all
cases9 3he 6uestionnaire study that 5as done to ta* the responses indicates that the
respondents 5ere *rand loyal and 5ere a*le to relate the advertisements of their li+ed
*rands9 Most of them even indicated the name of the *rand am*assadors of their
respective *rands9 3hey 5ere +een to5ards the product attri*utes li+e casual desi#ns7
colour preferences7 the type of dressin#7 *rand ima#e7 the perception of *rand in the
mar+et7 influence of society on their particular *rand etc9 3he overall purchase
involvement to5ards the purchase 5as hi#h9 ;t 5as also found that thou#h the
purchase involvement of the respondents 5as hi#h *ut the product involvement 5as
lo59 3hey 5ere ready to *uy any product may *e a 3!shirt7 a trouser etc *ut of their
preferred *rand only9
MEDBD2C 2PPCE2C> E? CE$SBMEC DEC;S;E$ M2<;$G PCECESS
Extended decision ma+in# model is used as sho5n in the fi#ure *elo5 to relate the
responses of the purchases to5ards casual/sports attire9

Pro*lem Ceco#nition
;nformation Search
Evaluation and Selection of 2lternatives
Decision ;mplementation
Post!purchase Evaluation
3his model has *een divided into five parts %
Pro*lem eco9nition%
3he intervie5ed study found that the respondent 5as very +een a*out his loo+s and
comforts9 3he respondent realised that his present apparels did not loo+
contemporary any more9 Because of this latent need the respondent purchased his
4eans9 3hus from here 5e find that the pro*lem 5as #eneric for the respondent and
sensin# the need for the purchase he strai#ht a5ay *ou#ht the 4eans9
<n'ormation $earch:
2s soon as the respondent identified his need of *uyin# a 4eans trouser he 5as in
search of the ri#ht alternative9 >e had some *rand names in his mind set *efore the
actual purchase *ut 5as unsure 5hether he 5ould #et the ri#ht product9 3he
respondent actively see+ information throu#h internal search and very little of
external search 5hich is throu#h advertisements in print and electronic media9 >is
consideration set included *rands li+e ?lyin# Machine7 Spy+er7 Dee7 $umero Bno9
Evaluation criteria
2ttri*ute Based Choices%
3he respondentKs evaluation criteria for the purchase of 4eans 5ere found to *e
attri*uted *ased9 Price7 8uality7 Brand name7 style 5ere the relevant alternatives
under 5hich the choice 5as made9 Motive of the choice 5as found to *e affective9
Style as the ma4or intan#i*le criteria of the purchase9 >e also li+ed that *rand and had
a very #ood experience of the purchase *efore the current one9
Decision
3he final decision 5as made *y evaluatin# the prime alternatives and ran+in# them in
order of their preference to come to the final conclusion9 2 lexico#raphic style of
decision ma+in# 5as seen in the purchase9
Post Purchase evaluation
3here is no other dissonance as such from the part of the respondent and he is fully
satisfied 5ith the product9

Pa#e $o % Pa#e 2" of '(
Consumer satis'action
3he respondent 5as found to *e fully satisfied 5ith the purchase and 5as ready to #o
for a repeated purchase of the *rand9
Pro*lem eco9nition%
3he purchase in this case 5as a pullover7 5hich the respondent *ou#ht to meet his
re6uirements durin# the comin# 5inters9 3he actual state 5as a need 5hich the
respondent had and the desired state 5as the fulfilment of his purchase9 3hus the
pro*lem here 5as found to *e #eneric leadin# to the purchase9
<n'ormation $earch:
Ence the need for the purchase 5as identified the respondent sou#ht his internal
information search9 >e had considered some *rands *efore the purchase and at the
point of purchase he 5as influenced *y the style of the pullover7 the *rand ta#
imprinted on the pullover7 the colour 7 etc 9>is information search 5as the outlets of
various *rands to 5hich he had already visited7 the varieties of the product7
preference of place9 >is consideration set included *rands li+e Cee*o+7 Prin#le7
$umeroBno9
Evaluation criteria
3he respondentKs evaluation criteria for the purchase of pullover 5ere found to *e
under 5hich the choice 5as made9 Motive of the choice 5as found to *e
consummatory9 Style and price 5ere the ma4or intan#i*le criteriaKs of the purchase9
>e also li+ed that *rand and had a very #ood experience of the purchase *efore the
current one9
Decision
3he final decision 5as made *y evaluatin# the prime alternatives and ran+in# them in
order of their preference to come to the final conclusion9 2 lexico#raphic style of
decision ma+in# 5as seen in the purchase9

Pa#e $o % Pa#e (0 of '(
Pro*lem eco9nition%
3he respondent *ou#ht a pair of sport shoes for himself9 3he actual state 5as the
need of sport shoes for evenin# 5al+ 5hich drived him to *uy the product9 3he
desired state 5as the fulfilment of his latent need for the product9 3he respondent 5as
5aitin# for a seasonal sale and as soon as the sale arrived the product 5as *ou#ht9
Pro*lem found 5as #eneric leadin# to the purchase9
<n'ormation $earch:
Ence the need for the purchase 5as identified the respondent sou#ht his internal
information search9 >e had considered some *rands *efore the purchase and at the
point of purchase he 5as influenced *y the price of the product9 >is information
search 5as the outlets of various *rands7 and the variety of the product9 >is
consideration set included *rands li+e Cee*o+7 Spar+7 Bata9
Evaluation criteria
3he respondentKs evaluation criteria for the purchase of pullover 5ere found to *e
under 5hich the choice 5as made9 Motive of the choice 5as found to *e
consummatory9 Price 5as the ma4or intan#i*le criteriaKs of the purchase9 >e also
li+ed that *rand and had a very #ood experience of the purchase *efore the current
one9
Decision
3he final decision 5as made *y evaluatin# the minimum re6uired performance
standards to come to the final conclusion9 2 con4unctive style of decision ma+in#
5as seen in the purchase9

Pa#e $o % Pa#e (& of '(
E$P!+DE+T DET,<7$ -;
Pro*lem eco9nition%
;n this case the respondent *ou#ht a 3!shirt for himself9 >e 5as influenced *y his
friend 5earin# an 2ddidas shirt and this lead to the purchase9 >ere the desired state
5as the loo+s that the respondent presumed after 5earin# the shirt9
<n'ormation $earch:
;nformation search 5as internal9 >e +ne5 the *rand and 5as adamant to *uy that9
Evaluation criteria
2ttitude Based Choice
Decision
Brand name 5as the surro#ate indicator of 6uality and the decision 5as ta+en 9
3here is no dissonance from the part of the respondent and he is fully satisfied 5ith
the product9
>oEar% $heth Mo%el:
3he entire study conducted a*ove to analyse the *uyin# *ehaviour of Casuals/Sports
apparel purchases can *e summarise in a structured module as sho5n in the fi#ure
*elo59 3his dia#ram depicts the >o5ard!Sheth model 5hich distin#uishes three
levels of decision ma+in#%
3he >o5ard!Sheth model of *uyin# *ehavior attempts to explain the complexity of
the consumer decision ma+in# process%

Pa#e $o % Pa#e (2 of '(
3his model su##ests three levels of decision ma+in#%
&9 3he first level descri*es the extensive pro*lem solvin#9 2t this level the consumer
does not have any *asic information or +no5led#e a*out the *rand and he does
not have any preferences for any product9 ;n this situation7 the consumer 5ill see+
information a*out all the different *rands in the mar+et *efore purchasin#9
;n the case study the respondent & 5ant to purchase a 4eans 5hich #ive him a
#ood loo+ *ut he does not have preference of *rand thou#h some of the *rands is
there in his consideration set9
29 3he second level is limited pro*lem solvin#9 3his situation exists for consumers
5ho have little +no5led#e a*out the mar+et7 or partial +no5led#e a*out 5hat
they 5ant to purchase9 ;n order to arrive at a *rand preference some comparative
*rand information is sou#ht9
;n the study conducted the respondent 2 has the limited pro*lem solvin# he has
+no5led#e of some *rand *efore purchasin# a pullover and after a comparative
analysis *et5een the various consider *rand he purchased one
(9 3he third level is a ha*itual response *ehavior9 ;n this level the consumer +no5s
very 5ell a*out the different *rands and he can differentiate *et5een the different
characteristics of each product7 and he already decides to purchase a particular
product9
?rom the study it 5as found that respondent (7' had a ha*itual response as
respondent ' had already decided to purchase addidas t shirt and respondent ( had in
his mind three *rand Sparx7 Cee*o+7 and Bata and as he found a sale on shoes he
purchased it 9

Pa#e $o % Pa#e (( of '(
&9 3he input varia*le! 3he si#nificative stimuli present in the purchase of the
*rand 5as
@ualit&! 6uality of stichin# and cloths in case of 4eans and tshirt and pullover
and leather in case of shoes
Price compatative price
Distinctiveness the style li+e stretcha*le in case 4eans and s5eat a*sor*in# in
case of shoes
,vaila*ilit& is it availa*le near *y store7 malls7 and the store of his choice
$&m*olic stimuli 5ere found to *e #enerated throu#h advertisements and
social stimuli 5as #enerated throu#h family and #roups9
29 3he output varia*le! 3he output varia*le in the model is the *uyerKs response
to the input stimuli and is sho5n in the dia#ram accordin# to their
preferences% 2ttention to5ards the *rand7 *rand comprehension7 attitude7
intention7 purchase9
;n the study 5e can #enerate attention to5ards the *rand *y #ivin# add in
media 75e*site 7>ordin# *oard7 point of purchase li+e in case of respondent (
the respondent purchase shoes 5hen he found the sale on the *rand of his
choice9 By this the customer comprehends various stimuli provided *y
mar+eter 9
(9 Perceptual and learnin# constructs! Perceptual constructs include
overt search9 @e 5ould present our add at 5e*sites7 ma#a=ine specially in
man and sports ma#a=ine ne5spaper specially ne5spapers and try to create
clu*s9
2ttention and perceptual *ias since people are a*le to remem*er only fe5 of
the thin#s so 5e are try to *e present our add in most of the search option and
repeat the information at least &' time as it is found that people are a*le to
remem*er after &' repetition 9
motives since the motive in our study is pleasure choices and satisfaction9
Exo9enous varia*le
3hese are varia*les that play an important role in the decision ma+in# process of an
individual in the purchase of casual and sports attire9 3hree varia*les such as
importance of purchase7 personality and social class seem to play an important role in
this case9
M,AET<+G $T,TEG?
<+T!D"CT<!+

Pa#e $o % Pa#e (' of '(
;n this part of the pro4ect a fictions *rand 2-E C2SB2DS has *een selected and an
advertisin# and promotional strate#y has *een desi#ned that can meet the desired
needs of the particular se#ment into consideration9
$T,TEG? DE$<G+<+G
2 =oom loo+ at the implications of the various parameters discussed in various
phases of this report has a ma4or contri*ution to5ards *uildin# a strate#y to pro4ect
our *rand9 3he *uyin# *ehaviour of respondents studied in this report to5ards
casual/sports attire reflects a shift of paradi#m of the ;ndian customers9 @ith the
#radual removal of mar+et access restrictions and the li*erali=ation on the re#ulations
of forei#n investments7 the ;ndian apparel industry has #one throu#h a si#nificant
chan#e 9?orei#n investments have not only provided opportunities in the mar+et *ut
they have played an important role in creatin# 4o*s7 providin# hi#h salaries etc 5hich
in tern has made a revolutionary chan#e in the *uyin# patterns of ;ndian consumers9
Buyin# clothin#Ks no5 is not 4ust the fulfilment of needs *ut a*ove than this9
T,GETED +EED
3he need that has *een tar#eted to advertise our *rand is the social need of the
consumer9 3he implications from the *uyin# *ehaviour of respondents o*tained as a
part of our study hi#hli#hts the 2ffective motive of an individual in *uyin#
casual/sport attire9 3he print advertisement features the 2ffective preservative
motives of an indivisual namely active internal and active external9 3his component
of need set influences an indivisual to purchase casual/sports attire9
T,GETED PECEPT<!+
3he component of perception tar#eted in the #iven advertisement is exposure 5hich
5ould create an impact on the consumerKs mindset9 3he *ac+#round of the
advertisement is coloured so that it creates a si#nificant attention to the consumers
mind9 Position of text has *een +ept in a form so that the consumer is a*le to read the
text9
7E,+<+G P<+C<P7E$
ConsumersK decision is not an individual decision *ut itKs a collective decision made
*y his friends7 parents and tech expert people9 3hey 5ere +een to5ards the product
attri*utes li+e casual desi#ns7 colour preferences7 the type of dressin#7 *rand ima#e7
influence of society7 culture on their particular product etc9 >i#h involvement
learnin# 5as seen in the individuals9
ME$$,GE ,PPE,7 ,+D T>E ,T<T"DE 8"+CT<!+
3he messa#e of our advertisin# 5ill focus on our BSP 5hich is Brand ;ma#e9 2s
sho5n from the study a*ove the attitude of the respondents 5as found to *e affective7

Pa#e $o % Pa#e (0 of '(
5here the individuals 5ere concerned a*out ima#e of the *rand and ho5 it is
perceived in the society9 3he tar#eted se#ment 5ould *e a lo5er middle class
educated7 in the a#e #roup of 2' to (7 havin# nuclear families and are concerned
5ith the 6uality of the product in their price ran#e9 Price 5ould *e +ept in a ran#e so
that this se#ment can purchase the product easily9
B,+D PE$!+,7<T?
@e 5ould position our *rand as%
The one that gives me pleasure and pride and a sense of confidence
in myself.
E/TE+,7 <+87"E+CE
3he external influence that 5ould play a stron# role 5ould *e the a#e7 occupation7
;ncome7 Class7 su* class and social class9 Buildin# a *randed ima#e for our product
5ould *e the focus of our mar+etin# strate#y9
,D6ET<$<+G $T,TEG?
3he print advertisement sho5n *elo5 incorporates the social need of the individual
5ho perceives himself as the one sho5n in the advertisement9 3he *ac+#round of the
advertisement sho5s a feelin# of 4oy 5here t5o persons standin# in a li#hter mood
near a sea *each9 2 sense of pleasure7 pride and confidence has *een depicted *y the
punch line used in this advertisement Q
H?EC 3>E ME$ @>E 3>;$< 3>E) C2$QQ99M )es here
is a solution9
P<+T ,D6ET<$ME+T

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Questionnaires
Demo#raphic Details
a. $ame%R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R

Pa#e $o % Pa#e (G of '(
WHATS on YOUR mind is on
YOUR body
AXE
CASUALS
For MEN who think THEY CAN
*. 2#e% R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R
c. Gender% R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R
d. Docation% R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R
e. Celi#ion% R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R
f. Place of Eri#in% R R R R R R R R R R R R R R R R R R R R R R R R R R
#. $ationality% R R R R R R R R R R R R R R R R R R R R R R R R R R R R
h. ?amily Si=e% R R R R R R R R R R R R R R R R R R R R R R R R R R R R
i. ?amily ;ncome% R R R R R R R R R R R R R R R RR R R R R R R R R R R
4. Cesidential 2rea% R R R R R R R R R R R R R R R R R R R R R R R R R R
+. ;nternet Surfer% R R R R R R R R R R R R R R R R R R R R R R R R R R R
Education
a. Bnder#raduate
*. Graduate
c. Post Graduate
d. $il
Eccupation
a. Govt9 employee
*. Self Employed
c. Student
d. Private Company
;ncome!#roup ,Eptional.
a. Belo5 2 Da+hs Per 2nnum
*. Bet5een 2 F (90 Da+hs per 2nnum
c. Bet5een (90 F 0 Da+hs per 2nnum
d. Bet5een 0 F Da+hs per 2nnum
e. 2*ove Da+hs
)our ?amily ;ncludesS ,@ith 5hom you reside.
a. Parents
*. @ife

Pa#e $o % Pa#e ( of '(
c. Children
d. Celatives
@ho all are involved in ma+in# important decisions in your familyS
a. Parents / Celatives
*. @ife
sc. Children
d. ?riends
e. 2ll
f. Ethers
)ou li+e spendin# your free/pass time 5ithS
a. ?amily Mem*ers / Celatives
*. School / Colle#e ?riends
c. Professional ?riends
d. Ethers
)ou *elon#s toR R R R R R R R ,Please tic+.S
a. >indu
*. Muslim
c. Si+h
d. Christianity
e. 2theist
f. Ethers ,Please specifyR R R R R R R R R R R R R R R R.
)ou li+e to *e a part ofS
a. Clu**in#/ Community/ Society
*. Events/ Concerts
c. 3heatre/2rt sho5s
d. ?amily #et!to#ethers
e. Ethers ,Please specifyR R R R R R R R R R R R R R R R.
@hat type of cuisine you #enerally preferS
a. /e#etarian
*. $on /e#etarian

Pa#e $o % Pa#e (" of '(
c. Continental
d. ;ndian
e. Ethers ,Please specifyR R R R R R R R R R R R R R R R.
Do you drin+S
a. )es , Generally 5ith !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! Please specify.
*. $o
Do you Smo+eS
a. )es , Generally 5ith !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Please specify.
*. $o
@hat is your favourite pass timeS
a. @atchin# Movie
*. Ceadin#
c. Distenin# Music
d. /isitin# Places
e. Cele*ratin# , ?estivals7 ?amily Eccasions 7 etc.
f. 3ravellin#
#. Ethers ,Please specifyR R R R R R R R R R R R R R R R.
>o5 often you #o for reli#ious ceremonies / Place S
a. ?re6uently
*. Eften
c. Carely #o
d. DonKt #o
En a scale of &0 please rate the follo5in# attri*utes9, &0! Most important7 &! Deast
important . a. Patriotism
*. Cleanliness is next to #oddiness

Pa#e $o % Pa#e '0 of '(
c. @omen dominance in society
d. ;ndividual status in society
e. Entrepreneurs in society
f. @e can do it
#. Material 5ealth *rin#s more status than family ties9
h. Save for rainy day
i. Dive for today
4. Bi##er is *etter
+. ?riendship
?rom 5here do you #enerally purchase clothesS
a. Malls/ Sho5rooms *. Docal mar+ets c. ;nternet Buyin# d. Ethers
)ou #enerally ta+e your purchase decisions 5ithS
a. Parents
*. @ife
c. Celatives
d. ?riends
e. Sales Person
@hat type of Casual/Sports 5ear you #enerally purchaseS
*. Branded
c. $on *randed
d. Both
e. 3raditional Specify ,Please specifyR R R R R R R R R R R R R R R R.
f. <hadi
Please tic+ your favourite choicesS
a. Leans
*. 3 shirts
c. Sport shoes
d. Ethers ,Please specifyR R R R R R R R R R R R R R R R.
Do you follo5 any dress code in your social #roup and 5hat if you donKt adhere to itS


Pa#e $o % Pa#e '& of '(
Match the follo5in#S ,Bse strai#ht lines to match responses.
@hite Marria#e
Pin+ Death or Mournin#
Ced Ba*y #irl
Blue Ethers ,Please specifyR R R R R R R R R R R R R R R R.
>o5 important to you are the follo5in# factors fro the casual/sports attire purchaseS
Cate them on a scale of &! 09 ,&Tleast important and 0Tmost important.
atin9 & 2 ( ' 0
8actors
Price
Brand
Peer Group
Style
Brand 2m*assador
8uality
Modes of media you are exposed toS ,Please tic+ or specify the name if possi*le.
a9 3elevision R R R R R R R R R R R R R R R R R
*9 Cadio R R R R R R R R R R R R R R R R R
c9 $e5spaper R R R R R R R R R R R R R R R R R
d9 Ma#a=ines R R R R R R R R R R R R R R R R R
e9 Movies R R R R R R R R R R R R R R R R R
f9 Ethers R R R R R R R R R R R R R R R R R
Do you remem*er the sym*ol of your favourite apparel *randS
a9 )es Please SpecifyR R R R R R R R R R R R R R
*9 $o
Do you remem*er the *rand am*assador of your favourite apparel *randS
a9 )es Please SpecifyR R R R R R R R R R R R R R R R R
*9 $o

Pa#e $o % Pa#e '2 of '(

Pa#e $o % Pa#e '( of '(

Consumer Behaviour Project

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Consumer Behaviour Project

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Title : Study of Consumer Behaviour on Casual/Sports attire

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