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Abstract:
Consumers buying behaviour is the study of individuals and the processes they use to select, secure, use,
and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes
have on the consumer and society. Purchasing of consumable goods which mainly depends on style, choice
and fashion of the modern civilization like ready-made garments is based on consumers psychology
whether to make demand or not; it is undeniably becoming a part of consumer behaviour analysis.
Therefore, it has become very crucial that manufacturers of readymade garments should be acquainted with
the perceptions and attitudes of the respective consumer. The purpose of this study is to explore the factors
which influence readymade garment buying behaviour of Indian customers. The study is mainly confined
to a regional study taking a few selected readymade garment shops at Shyampur-Bagnan area of Uluberia
subdivision of Howrah District, West Bengal, India. In exploring consumers buying behavior relating to
ready made garment industry in Indian perspective , it has been observed that there are several factors
which affect the consumer buying behavior towards readymade garments like, price, comfort, quality,
availability,style,durability etc. Out of these variables, durability, availability and price, comfort and style
respectively carry the highest factors loading. It means these five factors are most important while
purchasing the readymade garments. Quality is with the lowest factor loading, which means while
purchasing the readymade garments, it is less important in rural areas likes our sample region. The study
will enable us to understand the buying behavior of customers of readymade garments, especially in rural
areas of West Bengal, India.
Keywords: Consumer, Buying Behavior, Factors, readymade garments, India.
1. Introduction:
Consumers buying behaviour is the study of
individuals and the processes they use to select,
secure, use, and dispose of products, services,
experiences, or ideas to satisfy needs and the
impacts that these processes have on the
consumer and society. Consumer behaviour
which was formerly phrased as overt behaviour
is an uninterrupted consumption process related
to prepurchase, purchase and post purchase
issues. This refers to the physical action of
consumers that can be straightforwardly
observed and measured by others. According to
Michael R.Solomon, & Nancy J.Rabolt (2004),
consumer behaviour is the study of the processes
involved when individuals or groups, select,
purchase, use or dispose of products, services,
ideas or experiences to satisfy needs and desires.
According to Frank R.Kardes (2002), consumer
Giri Bastralaya
Fancy
Collection
Tapati
Bastralaya
4
7
6
3
10
10
10
7.
8.
9.
10
11.
12.
13.
14.
15.
Rupanjali
Stores
Rikta
Bastralaya
Ma Annapurna
Bastralaya
Baba
Tarakeswar
Bastralaya
Siddheswari
Bastralaya
Kanan
Posakalaya
Joy
Guru
Bastralaya
Annapurna
Bastralaya
Dress Circle
10
10
10
10
Student
30
20%
49
32.67%
10
Businessmen
20
13.33%
10
Others
51
34%
10
Total
150
100%
4
92
Field
10
150
survey,
39
43
102
68%
Unmarried
Total
48
32%
150
100%
Source: Primary Data from Field Survey.
From the above table it would be said that
married respondents (68%) buy more
Readymade Garments than unmarried.
Table 6: Location of the respondents
Location status
Number Percentage
(%)
Rural&Local
120
80%
Rural& Outsiders
30
20%
28.67%
32
21.33%
Above 50years
36
24%
150
Married
26%
36-50 years
Total
Percentage
(%)
Employee
Male
58
38.67%
Female
92
61.33%
Total
150
Source: Primary Data from Field Survey, 201314.
In our study, most of our respondents are female
as displayed in Table 2. Female respondents
were more interested about readymade garments
than male respondents.
Table 3: Age of the Respondents
Age
Number
Percentage
(%)
26-35 years
Number
10
15-25 years
Occupation
6
58
Source: Collected from
September-February,2013-14.
Gender
Total
150
100%
Source: Primary Data from Field Survey.
100%
Family Income
Number
Percentage
(%)
Upto Rs 3000
29
19.33%
3000-5000
42
28%
5000-10000
48
32%
Above 10000
31
20.67%
Total
150
100%
Source: Primary Data from Field Survey.
In Table 4, respondents were classified into four
categories on the basis of their family monthly
income. Respondents having family monthly
income (5000-10000 Rs) are most interested
group of readymade garments.
5.2. Perception Statements Analysis of the
Respondents:
Table 8: Price
Price dimension Number of Mean
led Perception the
statement
respondent
RMG
is
moderately low
price
150
Valid Number
of
the
respondent
150
2.86
RMG
is
comfortable & easy
wear
150
Valid Number of
the respondent
150
3.16
1.25
150
RMG is
available
SD
Valid Number of
the respondent(
list wise )
3.14
1.22
1.19
Mean
150
SD
RMG quality is
proficient
easily
150
Valid Number of
the respondent
150
3.16
1.30
Style
dimension led
perception
statement
SD
Valid
Number
of
the
respondent
150
3.12
1.24
Perception Level
RMG is more
exclusive
style
150
3.2
3.1
3
2.9
2.8
2.7
Series1
ice
Pr
rt
fo
m
Co
l
ua
Q
ity
bi
la
ai
Av
lity
yl
St
lt
bi
ra
Du
ll
ra
ve
O
Perception Indicators
150
Valid
Number of
the
respondent
150
3.02
5.3.Reliability statistics:
An examination had been made from the
reliability of the data to check whether random
Error is causing inconsistency and in turn lower
reliability is at a manageable level or not, by
running reliability test.
Table 14: Case Processing Summary
N
%
Cases
Valid
15
100.0
Excludeda
0
.0
Total
15
100.0
a. Listwise deletion based on all variables in the
procedure.
Sources: Calculated from primary survey data
1.09
.674
Bartlett's Test of
Sphericity
Approx. Chi59.009
Square
df
15
Sig.
.000
Sources: Calculated from primary survey data
Component
1
2
dimension
3
4
Total
3.998
.794
.721
.282
quality
availability
.369
.761
.453
.516
1.000
.539
.539
1.000
.405
.777
.426
.778
.088
.000
.045
.024
.019
.019
.067
.000
.057
.000
Style
Durability
.491
.842
.307
.698
.405
.426
.777
.778
1.000
.750
.750
1.000
.031
.000
.133
.002
.067
.057
.000
.000
.001
.001
5
.154
2.559
6
.051
.852
Extraction Method: Principal Component Analysis.
Sources: Calculated from primary survey data
99.148
100.000
10
6. Conclusions:
In exploring consumers buying behavior
relating to ready made garment industry in
Indian perspective , it has been observed that
there are several factors which affect the
consumer buying behavior towards readymade
garments like, price, comfort, quality,
availability,style,durability etc.
Out of these variables, durability, availability
and price, comfort and style respectively carry
the highest factors loading. It means these five
factors are most important while purchasing the
readymade garments. Quality is with the lowest
factor loading, which means while purchasing
the readymade garments, it is less important in
rural areas like our sample region.
Recognizing the perception of the consumers
behavior in relation to buying readymade
garments is the indispensable basis for
formulation of marketing strategy. Customers
response to this strategy determines the
organizational success or failure. While ranking
is made on the basis of factors affecting
customers buying behaviour, the durability factor
occupies the first position, and then availability,
price, comfort and style are securing successive
ranks respectively. Policy reforms introduced by
the government of India generated a more
amiable environment for the growth of the
readymade garment business. With the present
study, an endeavor has been undertaken to depict
the existing situation regarding Indian
customers buying behavior about readymade
garments.
Durability, availability and price are the most
significant factors which influence the customers
regarding
readymade
apparel
purchase.
Generally, the acceptance and rejection decision
of purchase depends upon the durability,
availability and price of the product.
Consequently, companies should concentrate
more on the durability, availability of the
product. There is also a section of Indian society
whose income is low but there is willingness on
the part of the intending consumers to wear the
branded clothes. Therefore, the companies
should plan for new strategies to increase their
sales by introducing low range of clothes
especially for this segment of society.
11
[8] Irani N (2011), The Effects of Varietyseeking Buying Tendency and Price Sensitivity
on Utilitarian and Hedonic Value in Apparel
Shopping Satisfaction, Intemational Journal of
Marketing Studies, vol. 3, no. 3; pp 89-103.
12
Vitae:
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