CHAPTER –I

This chapter discuss about the purpose of doing the research project, problem
definition, research objectives, research methodology followed to complete
the research

1

1.1 PURPOSE OF THE RESEARCH PROJECT
From the review of literature as well as appearance of unorganized retail in Gurgaon &
Delhi region there is a need to study shifting preferences of consumers towards various
retail formats. Whether there is any relation between the demographic profile of the
consumers and preferred retail format and does income besides other family attributes
play a role in selection of the retail formats are some of the questions require a probe in.
The problems faced by consumers shopping from unorganized retail outlets also need a
thorough study.
In former years, the old generation trusted their local apparel retail outlets for any kind of
shopping. The research will focus on that whether the younger generation has the same
trust or their preference has changed to organized retail.

1.2 COMPANY PROFILE
PBY is a brand under JHH Apparels started in 1998 at Gandhinagar, Delhi. The brand is a
small manufacturing unit of women apparels operating in unorganized retail. They have
two retail outlets in Gandhinagar, Delhi and Sadar Bazzar, Gurgaon operating in
unorganized market. Gandhi Nagar is a middle-income commercial-cum-residential area
in the East Delhi district of Delhi in the Trans-Yamuna area. It is most known for Gandhi
Nagar Market, which is Asia’s 2nd biggest readymade garments/textile market. [1] Gandhi
nagar has a large number of shops and factories. Whereas, under wholesale they have
their presence in Mumbai, Kolkata and Lucknow with many other big retailers and old
retailers of unorganized apparel market. Since its inception, it has been professionally
managed by Mr. Dinker Miglani, a designer from background.
1.2.1 Vision & Mission
"We believe and exercise a fair, ethical and transparent relationship with our clients,
suppliers and employees.

2

We believe in automated simplicity resulting in versatility in the production keeping in
view the cost effectiveness and Fabric Quality standards both at the same time.
1.2.2 Machinery

Ubiti stiching machine : 40

Interlocking machine: 02

Feed up machine: 01

Waist Belt attachment: 01

Loop Machine : 01

Bar tagging machine: 01

Steam Press: 03

Cutting Machine: 03

Fusing Machine, Embroidery Machine, smocking one each

1.2.3 Products (Experstise And Spceliazation)
Time and experience have its own textures, importance and relevance. The sharp
understanding of domestic market, changes and development in the field of fabric,
fashion and technology with an experience make us pioneer in the thoughtful designing
of garments for casual wear women’s wear.
Casual wear:Capri's,trousers,skirts,shorts,hot pants, cargos,T-shirts, tops,camisoles, country girl skirts,
sphagttis, bustiers, vest tops, kimono, neck tie tops, off shoulders…etc with lace details &
trims. Ranges for different seasons with subsequent study of the forecast, fashion trends
and buyers requirement. Range presentation with support of story and mood boards and
cataloguing

to

various

buying

agencies

Mood

board,

swatch

&

range
3

presentations.Exposed to all kinds of fabrics ranging from Twills, Linens, Georgets,
Poplins, Voiles, Cambrics, Chiffons and Chambray.

1.3 WORK CULTURE

1.3.1 Code of Conduct
Child Labour :- under no circumstances, we allow children aged less than 18 years.
Discrimination or harassment:- we prohibit discrimination of any kind-racial, sexual
etc.

1.3.2 Environmental Awareness
A. Hygiene&Ventilation
We believe that productivity of a company has a direct relationship with
working conditions of the manufacturing unit. We therefore make a conscious
effort of providing the workers aenvironment conducive for higher
productivity by ensuring proper ventilation and hygienic surroundings; in
short an eco friendly atmosphere.
B. FirePreventionMeasures
We are fully equipped with fire fighting system & equipment viz fire
extinguishers, fire detectors, water sprinklers- for electrical as well as normal
fires to fight fire mishaps. We organize fire drills once every six months as a
precautionary measure.
C. EnvironmentFriendly
We would like you to know that we support the cause for a pollution free
environment.
1.4 PROBLEM DEFINITION
Apparel industry in India is an industry where there is seen a continuous deviation in
consumer’s choice and preference. The modern Indian consumer is seeking more
value in terms of improved availability and quality, pleasant shopping environment,
financing options, trial rooms for clothing products, and competitive prices. This has
4

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.

1.5 LITERATURE REVIEW
The textile and apparel industry plays a vital role in the Indian economy and is the single
largest source of foreign exchange earnings for India. Currently the industry accounts for
4 percent of GDP, 20 percent of industrial production, and slightly more than 30 percent
of export earnings. About 38 million people are
employed in the Indian industry, making it the single-largest source of industrial jobs and
the second-largest overall (after agriculture).
The apparel industry is one of the fast growing industries in India. The industry has short
life cycle, volatile and unpredictable demand and tremendous product variety with long
and inflexible supply process. Moreover, Indian apparel industry is in the global radar,
attracting the attention of other international countries. The apparel industry in India has
substantially diversified on the basis of fashion, climate, region, culture and fiscal factors.
Apparel’s are segmented into Ethnic, Formal, Casual and Sport wear. Casual apparels
dominate the segmentation with major share of 53% followed by sports with share of
27% due to youth population being the major demographic of India’s population. Indian
textile is witnessing great growth and development in the industrial sector in India as well
as abroad. The significance of the apparel industry is entirely based
on the contribution of the industrial productivity and employment. Indian apparel
industry produces clothes for domestic as well as international markets. The apparel

5

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
consumer’s 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
women’s apparel and brands across will dominate by 2020.

6

(Techno
pa

k

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.

(Source: Technopak Advisors)
7

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.

(Source: Technopak Advisors)

8

According to the advisors of Technopak organized retail estimated to grow 5 times to
150bn by 2020. Where in the apparel segment holds the major share.

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.

(Source: Technopak Advisors)
9

1.5.1 Occupations provided by the Industry
The garment industry offers employment opportunities in a variety of occupations, but
production occupations accounted for 64 percent of all jobs.(Technopak Advisors). Some
of these production occupations are unique to the industry. Additional opportunities also
exist in material-moving, administrative support, maintenance, repair, management, and
professional occupations. The industry also employs a small number of workers in
service and sales occupations
Apparel Merchandising is a well-known job profile in apparel industry. Outside the
apparel industry, many know this term as well. Apparel merchandising is generating a lot
of value to apparel consumers.
“Merchandising is the business art of matching goods to the needs and preferences of
customers to ensure shelf off take". In other word merchandising is the marketing activity
responsible for ensuring a product’s desirability, both in qualitative and quantitative.
‘Merchandising’ word is originated from Merchant or Shopkeeper. The duty of the
shopkeeper is to arrange right products with right price before a consumer decides to buy
or knows about the product from promotion or media. If a merchant fails to supply goods
on time or fails to supply the right packaging, customer will go to other shops and buy the
products from competitors, who keep the desired product in stock (Dastagaria, 2006).
Merchandising is a process or function for what to buy and how to buy for sale.
Merchandising is part of marketing process where 4 P's are required to complete the
process of marketing:
1. Product,
1. Price,
2. Place/distribution
3. Promotion
10

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 buyer’s 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.

1.6 RESEARCH OBJECTIVES
Primary Objectives

To analyze the factors which influence consumers to prefer organized retailing
over PBY stores and vice-versa

To identify the problems faced by consumers at PBY retail stores

1.7 RESEARCH METHODOLOGY

Step I: Define the problem and the research objectives
It is the most important stage, as poorly defined problems will not yield useful results.
11

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.

Step II: Develop the research plan
Designing a research plan calls for decisions on data sources, choice of research design,
research approaches, research instruments, sampling plan and contact methods.
1.7.1 Data Sources:
In this research, both secondary as well as primary data have been used.
The secondary data was collected from literature provided by the company. Helping data
is referred from Internet, magazines and newspapers that helped in getting latest
information about the happenings in this sector. The Secondary data also includes Process
flow charts, process parameters, and procedures. The primary data consists of survey of
consumers residing in the area of within 5 kms in Gandhinagar, Delhi and Sadar Bazaar,
Gurgaon The data was collected by filling of questionnaire manually.
1.7.2 Research Design
Research design is the plan, structure and strategy of investigation conceived so as to
obtain answers to research questions and to control variance. A research design specifies
the methods and procedures for constructing a particular study.
In this research, the design is Descriptive Research.
Descriptive Research
12

Descriptive research is a study designed to depict the participants in an accurate way.
More simply put, descriptive research is all about describing people who take part in the
study.
Descriptive research is used to describe characteristics of a population or phenomenon
being studied. It does not answer questions about how/when/why the characteristics
occurred. Rather it addresses the "what" question (what are the characteristics of the
population or situation being studied?). The characteristics used to describe the situation
or population is usually some kind of categorical scheme also known as descriptive
categories
Sampling design:
Sampling Frame
The research will focus on the females in the age group of 18 to 35 years residing in
Geeta Colony, Gandhi Nagar. of Old Delhi & Roshan Pura in Gurgaon, near Sadar
Bazaar. The selection of areas depends on the location of the PBY store in Geeta Colony
and Sadar Bazaar as maximum consumers are from these areas.
Sampling Procedure
The sampling technique used in the research is probabilistic cluster certified. The
technique is selected because the target population of PBY is restricted to the
geographical areas in Delhi and Gurgaon based on the store’s location. Since both the
stores are new, the reach of farther areas is not yet achieved. Hence, through probability
technique the chances are that we have represented the population well.
Cluster Sampling: Cluster sampling is a sampling technique used when "natural" but
relatively heterogeneous groupings are evident in a statistical population. It is often used
in marketing research. In this technique, the total population is divided into these groups
(or clusters) and a simple random sample of the groups is selected.

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.

1.9.3 Research Instruments:
Questionnaire
Questionnaire will be structured and will be followed by open ended and close ended
questions having yes note and multiple search questions. Likart scale and nominal scale
will be used during the study. One type of questionnaire will be followed in conducting
the research, which is:

Self Administered

Step III: Collect the information
Information was collected from the various people involved in production over a period
of time. It was done by doing a exercise brain storming among the department personnel.
Step IV: Analyze the information
The data had been segregated manually and the analysis work has been done with the
help of different model.

14

CHAPTER – II
Chapter II explains the detailed end to end process from order to shipment with help of a
flow chart

2.1 END TO END PROCESS FROM ORDER TO SHIPMENT

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

Garment sent to Trim
Dept
Trim Done
Trimmed garment sent

16

Step 4

Step 5

Extra threads are removed
Finishing Dept
Sent to Packing dept

Packing Dept &
Shipment

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.

3.1 FINDINGS – Geeta Colony, Delhi
Question 1:
Age
Frequenc

Perce

Valid

Cumulative

Vali

Below

y
110

nt
31.8

Percent
31.8

Percent
31.8

d

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:

Kind of store prefer for shopping apparels
Frequency Percent Valid
organized
9
Unorganize
36
Valid d
both
301
Total
346

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:

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.
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

stated from the above

that

PBY

of

is

preferred

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
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.

3.2 FINDINGS : Roshan Pura, Gurgaon

Question 1:
Question 1:
Age
Frequenc

Perce

Valid

Cumulative

y

nt

Percent

Percent
26

Vali

Below

110

31.8

31.8

31.8

d

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:

Monthly household income
Frequency Percent

Valid

Cumulative

Percent

Percent
27

less than 25000 53
25000 to 50000 236
50,000
to
Valid
41
1,00,000
Above 1,00,000 16
Total
277
(Table 3)

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:

Kind of store prefer for shopping apparels
Frequency Percent Valid
organized
9
Unorganize
36
Valid d
both
301
Total
346

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:

How often visit organized apparel stores
Frequency Percent Valid
monthly 19
quarterly 92
half
Valid
68
yearly
yearly
167
Total
346
(Table 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

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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
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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

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(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.
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.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
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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 employee’s 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 it’s 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.

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BIBLIOGRAPHY

Dastagaria, D. P. (2006). Understand Merchandising. Pearson.

ICRIER (2008): Impact of organized retailing on unorganized sector, New Delhi:
ICRIER http://www.globalretailbusiness.com/company/world-top-retail-companies.html
Jasola, M. (2007) “Emerging Trends in Retail Sector”, Journal of IMS Group, Vol. 4, No
2, pp 22-28.
Kiran and Jhamb “ A Strategic Framework for Consumer Preferences towards Emerging
Retail Formats” Journal Of Emerging Knowledge On Emerging Markets Produced by
Berkeley Electronic Press, 2011
Roy, Sauyma(2008)“Prices 30% cheaper at organized stores” :study Mint, May
11http://www.livemint.com/2008/05/06223058/Prices-30-cheaper-at-organize.html

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