A descriptive study of the consumer behaviour in

menswear (knits) among the youth of Kolkata between

the ages of 18-25 years of age.
 1. Introduction
1.1. Consumer behaviour:-
It is the study of how people make decisions about what they buy, want, need or act in regards
to a product, service or company. It is critical to understand consumer behaviour to know how
potential customer will respond to a new product or service. It also help companies to identify
opportunities that are not currently met.

1.1. Menswear(knits):-
(Apeagyei, 2008) Introduced menswear remarking that “fashionable clothing” is not an exclusive
right of women. They further added that the novel concept of 21st century is "masculinity” in a
new “Avatar” which has brought focus of both manufactures and consumers on clothing and
fashion products for men (Brough, 2008)
Men are considered a conservative gender by fashionistas and this is more so in India. They
prefer sticking to the ‘acceptable idea’ as opposed to looking different. Women on the other hand
would be mortified if they looked similar to another in the group. But today as the world is
changing, there is a small set in the younger age group that would rather ‘stand out’ in the crowd.
(Marsh, 2008) Designing for menswear needs a study of various influences and has to be done in
a historical context (Hopkins, 2011).
Men's attitude towards clothing has been constantly evolving and changing. The demand for a
great variety in men's clothing ranges has risen in conjunction, with the surge in male grooming
and healthcare sector (Wehner, 2008). Men have been gradually focusing more on the
appearance and body images and marketers have write their best entice men. According to
(Marsh, 2008), 42% of men surveyed in Europe were extremely interested in clothes while only
17% were not interested in clothing. Marsh also noted that 64% of the men surveyed enjoyed
shopping and 83% of them shopped for their own clothes and 60% of them said that they
shopped to impress themselves.
The male appeal market in India has been significantly larger than women's apparel market.
(Talukdar, 2011). India apparel market is the throes of change (Vasudev, 2010)
An exclusive "men's fashion" week was launched in London in 1988 (Bakewell, 2006) and the
“Indian fashion week” was launched in 2009
Europe's leading fast fashion retailers have stepped up their efforts to court and ever expanding
market of male consumers with an appetite for the latest trends at affordable price (Marsh, 2008)
Men’s wear is still the single largest product category both and in terms of value and volume
(Gugnani, 2009)
Men are more frequently shopping for themselves now, as compared to earlier times and their
choices are based on brand and store loyalty, and they also choose comfort over fashion
(Sindicich & Black, 2011). This has necessitated a shift in the way menswear is design and
marketed (Manlow, 2011). Hence building brand loyalty, along with perceived nations of fit and
comfort has become the most important parameter to be kept in mind by the designers,
manufacturers and retailers (Apeagyei, 2008) .The market of men's business clothing in India has
grown substantially since 1990's.

Menswear is defined as clothing and accessory products catering exclusively for the male
population.
Traditionally, menswear was not as attractive an apparel category as womenswear as men
tended to mostly shop based on need rather than fashion trends. However, in the past few
decades men have become more conscious about their appearance, with this shift supported by
companies such as Raymond Apparel, which used taglines such as “The Complete Man” in its
television advertisements.
Menswear is the single largest category in Knitwear, accounting for 40% followed by
women's swear, boy's wear, and girl's wear with market shares of 34%, 18% and 8%
respectively. Knitwear market is expected to grow at a rate of 9% over the next decade to reach
161700 crores from the current market size 68932 crores. The major contributors to the Knitwear
market our inner wear and t-shirts accounting for 34% and 28% of the market respectively. The
innerwear segment is the largest category in the Indian knitwear market. The current market size
of the inner wear market is worth 27931crores which is estimated to grow at a CAGR of 10%
over the next decade to become 74258 crores by 2027.
34% of men's wear contributed by knitwear which an estimated value of 9477 crores which is
expected to grow at a CAGR of 7%.
Another significant category under knitwear market T-shirts. It is widely accepted among a
wide range of customers for its soft knit fabric, fitting, versatility, making it comfortable and
dynamics category under knitwear. T-shirt maker of India comprises of Polo t-shirts, knits t-shirt,
Henley t-shirts, knits top etc. The current Indian market is estimated of 23211 crores which is
expected to grow at a promising CAGR of 10% over the next decade to reach 61954 crores by
2027.
Knitwear market includes the various market dynamics like drivers, restraints and opportunity
globally. The network market research report involved the various affecting factor like knitwear
market growth, market share, competitive landscape intelligence and growth opportunities.

1.2. Some of the Leading Brands in Menswear (Knits) Are:-

United Colors of Benetton, Tommy Hilfiger, Spykar, Fila, Roadster, Blackberry, Levi’s,
Cloak & Decker by Monte Carlo, Indian Terrain, Ajio, Jack & Jones
2. Knitwear Market Report Highlights:-
-Provides a detailed analysis of current and future trends to recognise revenue opportunities.
-Knitwear market trends across the market segment, regions and countries.
-Knitwear market development and strategies observed in business.
-Knitwear market opportunities recommendation for new projects.
 3. Scope of the research:-
-To gain a perceptive survey of the knitwear market and have an extensive interpretation off
the Knitwear market and its materialistic landscape.
-Asses the knitwear production processes, major issue and solution to mitigate the growing
risk.
-Learn about the knitwear market policies that are being endorsed by ruling respective
organisations.
-To understand the knitwear market synopsis and projects.
 4. Literature survey:-

4.1. The factors which affect the buying decision

4.1.1. Advertisement
Advertisement is a marketing communication that employs a sponsored, non-personal
message to promote or sell a, service or idea. It is considered as a vital and essential element for
economic growth (Ryans, 1996).The major aim of advertising is to impact on buying behaviour.
Consumers buying behaviour has always given so much importance and space in the literature
study of advertising regarding its effectiveness (Ajzen, 2008).Most of the time consumers
buying behaviour depends on liking or disliking of consumer towards the advertisement of the
product advertised (Smith, 2006)

4.1.2. Brand image

A brand image is defined as the total sum of brand associations held in consumer memory that
lead to perception about the brand (Keller, 1993) .Brand image has been an important concept in
consumer behaviour research and is a crucial factor influencing the purchasing of luxury product
decision. (Keller, 1997) Demonstrates that the brand image is essential in apparel purchase
behaviour because it impacts consumers’ preference and purchase intentions as well as their
willingness to pay premium price and recommend the brand to others.

4.1.3. Age
Consumer behaviour change through ages (Roszkowska–Hołysz, 2013).The older the person
the more purchasing experience they have than the younger ones .older people consider
diversified options through the experience they have developed , while younger ones with less
experience rely on brand and price. (Faircloth, Capella, & Alford, 2001) The young generation is
more easily influenced by brand image.

4.1.4. Willingness
Perceived benefits are the primary factor in private label clarity (Richardson, Jain, & Dick,
1996).To be more conspicuous, when a customer purchasing the products, their willingness to
buy a private label brand is closely related to the fulfilment of this expectations completed on the
private label brands (Veloutsou, Gioulistanis, & Moutinho, 2004). (Chaniotakis &
Lymperopoulos, 2009) Mentioned that the perceived benefits are the effects created on the
customer's attitude toward private label brands. According to (Veloutsou, Gioulistanis, &
Moutinho, 2004) In previous studies the perceived benefits that are found to be significant are
price and perceived quantity of private label brands.

4.1.5. Loyalty
 In the business world brand loyalty is very important and also always highly recognized,
brand loyalty has considered as the one of the key constructs on most conceptualization of the
consumer brand equality. (Veloutsou, Christodoulides, & Chernatony, 2013) As the brand's
percentage of loyal customer goes up, market share increases and the brand becomes more
profitable. (Kotler & Keller, 2016) Retailers intend to make customers loyal to the store an take
advantages from consumers loyalty which can lead to continual repurchases. This loyalty can
help retailers in acquiring competitive edge and open a way for long term profitability.
(Corstjens & Lal, 2000) Stressed that private label brands can create loyalty and the creation of
private label product can strengthen customer loyalty. This loyalty can contribute to repeated
purchases (Kahn & McAlister, 1997)
Brand loyalty can be defined as is an outcome of the consumer behaviour and which
influenced by a personal preferences. Generally it means the customer will repeat purchases from
their preferred brands no matter how the competitors differ the price. They will not seek to the
substitute brands. According to (Sirohi, McLaughlin, & Wittink, 1998)the more frequent the
repurchases the more chances that the existing customers recommend the sores to others.

4.1.6. Word of mouth

One of the important means of dissemination for information is word of mouth. Word of
mouth both positive and negative can have a profound impact on consumer behaviour. If utilized
correctly, it can go a long way to promote products or service and build a perception created
through this method can persist for a long time and adversely effect to the marketing. Therefore
the effect of word of mouth can be harsh as well as beneficial (Solomon, 1996)
It is not street teaming where people hand out freebies or flyers to you while you're walking
down the street. Word of mouth is not fake online marketing. Where people send e-mails to
individuals who don't want them or companies post fake opinions online in cheat room.
Word of mouth is honest, real and powerful. Word of mouth is shared opinion about a product
or services between two or more people, share your honest opinion and you're creating word of
mouth (Balter, 2011)

4.1.7. Gender
Gender plays an important role in buying behavior.Gender differ Consumption
behaviour.Women and Men plays a different role as they have different demand for certain
products and also they behave different in the process of cosumption according to Doroty (2013).
According to (Imam,2013) marketing strategies differ gender buying Behavior and so female are
more emotion and easily attracted by advertisement compare to male.Females are the one who
have more PCBS shopping experience then males ( Irini,2012).Another study done opposing this
that gender has no influence on the buying behaviour ( Global PL -Trande, 2010)
 4.1.8. Income
Income is superior determinant of purchasing behavior ( Dorota,2013).A consumer life style
and attitude is affected by the level of income.High the income high expensive product and lower
the income lower price product.According to study( Paul S.,Trunk K.,& Alan,1996),Purchasing
behaviour of higher income level's has a negative relationship with PLBs whereas the income
levels have negative relation related to purchasing PLBs product.

4.1.9. Store Image

Store image acts as an important indicator of store brand quality as observed by the authors.(
Semeijn and al.,2004).There are retailer attributes that influence overall store image for eg.the
variety and quality of products,services and brand sold,the physical store appearance behavior
and service quality of employee.the price levels,depth and frequency of promotions,and soon(
Burt and Carralero- Encinas,2000; Ailawadi and Keller,2004; Sorrenberg and Erasmus,2008).For
Salesmen relationship between the store image is casual and reliability as considered by the
customer.Efficiency of a salesmen to continue the customer plays a major role in Private labels.

4.1.10. Income
In respect of Economic,it will have a decrease in the real retail sales when the world is
suffering in the economic downturn which was mentioned.(Gascon,2009) .It means that
consumers will tend to purchase level products or services when the economic is not good (
Davies,2000).Purchasing Behaviour towards a product & Service will be influenced by the
income level of a family ( Sanlier and Karakus,2010)

4.1.11. rice Comparison

Price comparison plays the role for the higher price product and low price product.Consumer
thinks that purchasing a low price,simple packaging and even less well known product are high
risky because the quality of those products are lack of confidence and doubtful ( Sudhir &
Talukdar,2004). Most of the consumer are not so familiar with private label product ( Cox,1967)
and they do not understand the product very well,therefore afraid of making wrong decision (
Batra & Sinha,2000). Branded product which are higher in price are always percieved to be high
quality product with lower risk.
*family
The family is the most influencing factor for an Indivisual. It forms an environment of
socialization in which an indivisual will evolve,shape his personality, acquire values. Buyers
behavior is strongly influenced by the member of a family. Parents influenced their children's
consumption values(welson and mcleod, 2005). According to liu and bai(2005), 75.4% of people
will discuss with their family when they are making decision on purchasing.
*Consumer perception

The first impression that an individual can draw is Perception and on the basis of it select, and
interpret information to form a meaningful picture of the world (MUNNUKKA, 2008). Because
this reason it is said that the customer's level of satisfaction influenced by consumer perception
and so their buying and usage decisions. Extrinsic factors ot the product, extrinsic is defined as
not an inherent part of the things or not contain in something (Free Dictionary, 2011). Research
shows that the important role played by extrinsic cues in influencing consumer' purchase
intention that intrinsic cues(Richardson, 1997). Extrinsic factors of the product include'
perceived price, packaging, store image, and advertisement.

*Fit
It plays an important role in customer behavior. Perceived fits is can be a example of an
attitudinal measure of how appropriate a certain channel of distribution is for a specific product.
The perception of customer of the fit between service/product and a channel is very influential in
determining whether they will consider using that channel for a specific service, which is found
by Morrison and Roberts (1998). In fact, perceived fit was found to be more important than
consumer's preference for the distribution.

*Quality
Quality refers to how good something is compared to other similar things. In other words, its
degree of excellence. And its another factor to which consumer pay more attention (Acharya and
Elliot, 2003, Hand and Wersebe, 1994) 7.31 am

*Design
Design refers to structured activity which has been done. And it is an important motivation
for purchasing and consumption of fashion, since, in garment, consumer give more and more
relevance to aesthetical appearance, like line and the look among many other. Purchasing is
influenced by the characteristics or the attributes of fashion product, since they interfere on the
value, style and quality of product (Hong el al, 2002, Wickliffe and Psysarchik, 2001)
 Product Comfort
The role of comfort in product is an important attributes, as consumer wish comfortable
product is all about to satisfy certain specific needs (Hanf and Wersebe, 1994).
 5. Research methodology
The purpose of this research is to learn behaviour of customers and how consumer makes
their decision about what they buy, want, need or act in regards to a product, service or company.
This research is of descriptive type and cross sectional in nature.
Data is collected from both primary and secondary sources. Primary data is collected through
questionnaire and secondary data is collected from journals, books, magazines etc.
The main focus in my result to understand the consumer behaviour and to put attention
towards the trend and current status in menswear.
Sample size-150
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