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A Study on Branded Apparels Customers Purchase Behavior with Reference to

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Article  in  International Journal of Applied Business and Economic Research · February 2018

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International Journal of Applied Business and Economic Research

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Volume 15  •  Number 21 (Part 2)  •  2017
New Delhi, India

A Study on Branded Apparels Customers Purchase Behavior with

Reference to India
K.Maran1 J. Badrinarayanan2 and T. Praveen kumar3
1
Professor & Director, Sri Sai Ram Institute of Management Studies, Sri Sai Ram Engineering College, Chennai, India.
Email: maran.mba65 @gmail.com
2
Research Scholar, vels university, Chennai, India
3
Faculty, Sri Sai Ram Institute of Management Studies, Sri Sai Ram Engineering College, Chennai, India

ABSTRACT
The objective of the paper is to examine the impact of perceived quality and emotional value on the purchase
behavior toward branded apparel in India. The study is used to determine the factors which influencing Indian
consumer purchasing behavior toward an Indian apparel brand. A respondent from Chennai took part in
this study. The sample size of the study is 320. The correlation and multiple regression tools were applied.
The study identify the buyer’s behaviors and their perceived value towards branded readymade garments. This
study provides valuable strategic implications for Indian retailers who plan to expand their market.
Keywords: Brand awareness, Perception, Buying behavior, Customer orientation.

1. INTRODUCTION
Branded product play a vital role in the global market especially in Indian markets, the country economic
growth is rapidly changing and moreover people life style, purchase behavior and purchase power is
consistently increasing since globalization. The apparels industry in India is one of the growing segments
and its contribution to Indian GDP rate is 4%. This sectors creates second largest employment opportunities
which gives direct 51million and indirect 68 millions in Indian employment market. The readymade trade
growth is 30% increases in textile market. For the past two decades many multinational brands influence
our Indian consumers to purchase more variety and attracted fashions branded apparels, based on the
international competitions Indian branded apparels also empowering their design, quality, fashion, pricing,

215 International Journal of Applied Business and Economic Research

 K.Maran, J. Badrinarayanan and T. Praveen kumar

distribution and other aspects to compete at domestic and international level markets. After globalization
Indian branded apparels products creates a revolution for rural and urban people with cheap price and
varieties of apparels for men and women’s. Mid 80’s people believe only the tailors to stitch their dresses
including pant, shirts, chudidhar, blows etc., but in the competitive branded apparels markets the players
promoting readymade brands in different category of people dresses in the need of hour. The major players
dominating in Indian readymade market like Pantaloons, Reliance, Shoppers, Madura, Zodiac, Aravinth,
Raymonds etc., the annual turnover estimate of $45 billion in the year 2015, the growth rate of readymade
garment market estimated to 48% by 2019.

1.1. Purchase Intentions

According to Fandos & Flavian, 2006; Halim & Hameed, 2005, purchase intention is the implied promise
to one’s self to buy the product again whenever one makes next trip to the market. It has a substantial
importance because the companies want to increase the sale of specific product for the purpose to maximize
their profit. Purchase intention depicts the impression of customer retention. There are certain functions
of the brand, which have a strong influence on the purchase intention of the customer’s i.e. brand image,
product quality, product knowledge, product involvement, product attributes and brand loyalty.

1.2. Brand
The American Marketing Association (AMA) definition of a brand is “a name, term, sign, symbol, or design,
or a combination of them, intended to identify the goods and services of one seller or group of sellers and
to differentiate them from those of competitors” The other meaning of brand, it is an idea or image of
particular product or service that consumers connect with, by identifying the name, logo, slogan, or design
of the company who owns the idea or image of the product or services. The brand for readymade garments
which is highly perceived by the consumer is focused on cloth quality, design, fashion, color, price, size,
comfort, fitness, style, varieties and easy avail of the product in the competitive market.

1.3. Branded Apparel

Branding is today an important marketing tool for manufacturers (Motameni and Shahrokhi, 1998). The
values of a brand and the perceptions of it control purchasing patterns of products and services (Kotler et
al., 2001). Apparel is especially a way of communicating one’s self-image to the surroundings. The apparel
industry is one business where branding is a common way for companies to differentiate from competition
and gain competitive advantage. According to Baskin, (2003), when a customer purchases a branded product,
the purchase is carried out with the intention that the product and the brand shall reflect the buyer’s image
and lifestyle. This becomes a way to communicate ones personality. It can especially be observed within
in the clothing industry where individuals’ clothes reflect parts of his/her image. Men’s Apparel Segment
is classifies as below: Men’s wear Formal wear Casual wear Accessories Western Indian Evening wear The
following brands are taken into consideration for the study. Local brand are not considered. The brands
are Van heusen, Louis Philippe, Allen solly, Peter England, San Frisco, Park Avenue, Color Plus, Parx and
Notting Hill, Classic Pola, Weekender, Arizona, Zodiac and Arrow brands.

International Journal of Applied Business and Economic Research 216

 A Study on Branded Apparels Customers Purchase Behavior with Reference to India

2. LITERATURE REVIEW
Ritu Narang (2006) in a research analyzed on branded men’s wear, it was taken up in the city of Lucknow
with an intention to explore the purchase behavior of the buyers of branded men’s wear. The objectives of
this research is to find out the purchase behavior of the buyers of branded men’s garments and the study
concluded that most of the times buyers visit the showrooms of branded garments with the purpose of
shopping. The purchasing of branded garments is not impulsive. However, compared to women, male
buyers visit the showroom for passing the time; the number of people visiting the showroom with a brand
in mind is same as the number of people visiting the showroom with no brand in mind; Advertising has
maximum impact in creating brand awareness.
Kamalaveni (2008), the study has reveal purchasing of branded garments is not impulsive. However,
compared to women, male buyers visit the showroom for passing the time; the number of people visiting
the showroom with a brand in mind is same as the number of people visiting the showroom with no brand
in mind; Advertising has maximum impact in creating brand awareness
Sheik Meeran and Ranjitham (2016) the study has investigate customer perception towards branded
apparel and to ascertain the brand of apparel using by the respondents in Tirunelveli Hub. The study is
a descriptive nature and were used primary data was collected through the structured questionnaire with
the sample size of two hundred and fifteen male respondents in the particular city. The study reveals
that Raymond, Peter England, and John player remains the top three branded apparels preferred by the
respondents. It is clear that most of the shoppers on branded apparel were highly influenced by the factors
such as durability, reference groups, wider choice of color and design, attractiveness, price range and celebrity
en-dorser. Most of the customers are expecting reduced price and wider choice of color and design.

2.1. Problem statement

In changing life style environment and growing economic scenario Indian consumers purchase behavior is
totally change in different dimensions includes consuming food and taste, buying of cloths, use of durable
products, and luxuries products. The Indian GDP is in increasing trend and it will be touched 7.5 by
2016-17 and moreover the personal income is drastically improving which shows more purchase power of
Indian consumer in luxury market. The readymade garment growth rate is estimated 48% by 2019 and the
growth rate of readymade apparels is 30% in the current year. In addition to that, India is one of the second
largest population in the world market and also the Indians purchase behaviors preferred branded apparels
in readymade garment market in addition to that the Indian and foreign based branded apparels products
are induced our customers to wear different designs, price and attractive colors hence the importance of
the buyers behaviors towards readymade garments research is need of hour in the competitive market.

3. OBJECTIVES OF THE STUDY

1. To identify buyers behaviors towards branded readymade garments.
2. To analyze buyers preference for branded apparels according to their age and income level.
3. To identify the perceived value of the buyers towards the branded apparels.
4. To analyze the consumers satisfaction levels and expectation level on branded apparels.

217 International Journal of Applied Business and Economic Research

 K.Maran, J. Badrinarayanan and T. Praveen kumar

4. METHODOLOGY
Research Design is the overall plan for conducting the research in order to find out the answers for the
research questions / hypotheses set in the beginning. It should be comprehensive and to include all the
relevant aspects for conducting the research at a reasonable cost and time. The research design used in
this study is descriptive research
4.1. Sources of Data
The survey method was deployed in this study to gain the perception and satisfaction level of branded
apparels users. The primary data of the study was collected through a structured questionnaire in the
Chennai region.

4.2. Sampling Technique and Sample size

The sampling technique used in this study is convenience sampling. As the population is finite but huge in
numbers convenience sampling was adopted for the study. There are several approaches to determining
the sample size. These include a census for small populations, imitating a sample size of similar studies,
using published tables, and applying formulae to calculate a sample size. For populations that are large,
Cochran developed the equation given below to yield a representative sample for proportions:
Z2 pq
Equation : n0 =
e2
Which is valid where n0 is the sample size, Z2 is the abscissa of the normal curve that cuts off an
area at the tails (1-equals the desired confidence level, e.g. 95% ) e is the desired level of precision, p is
the estimated proportion of an attribute that is present in the population, and q is 1-p. The value of Z is
found in statistical tables which contains the area under the normal curve. In this study, we presume that
population size is infinite and unknown, the formula was applied to know the sample size, and found the
sample size 320 meets the requirements.
4.3. Statistical tools
In this study chi-square, correlation analysis and paired sample t-test were used, the chi-square test used to
find out the association between the variables (Income level and branded apparel preference), the paired
sample t-test is used to find out the significant difference between the satisfaction level and expectation
level of branded apparel users, correlation analysis is used to known the relationship between expectation
and satisfaction level of respondents.

5. RESULT AND DISCUSSIONS

Association between the Demographic profile and branded apparel preference of Respondent.
H01: There is no association between income level of the respondent and branded apparel preference.
In order to find out the association between respondent income and type of branded apparels preferred
by the respondent, the chi-square test was applied to find out the relationship between two variables.
Since the Pearson chi-square value (P value) is .000 is less than 0.005 (5% confidence level). Hence the
Hypothesis H01 is rejected; so there is an association between the income level and preference towards
the apparel brand.

International Journal of Applied Business and Economic Research 218

 A Study on Branded Apparels Customers Purchase Behavior with Reference to India

Table 22.1
Cross tab of Income level and Branded apparel preference

Income level Type of branded apparels

Shirt Trousers T-shirt Total

< 20000 57 19 104 180

40001-60000 42 62 37 141
Total 99 81 141 321

Table 22.2
Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 52.981(a) 2 .000

Likelihood Ratio 54.732 2 .000
Linear-by-Linear Association 9.490 1 .002
N of Valid Cases 321

Table 22.3
The table shows the correlation between respondent expectation and satisfaction
level of bramnded apparel

N Correlation Sig.

Branded
Expectation level of branded shirt & Satisfaction level of branded shirt 321 .812 .000
shirt

Branded Expectation level of branded T -shirt & Satisfaction level of branded

321 .518 .000
T- shirt T- shirt

Branded Expectation level of branded Trouser & Satisfaction level of branded

321 .435 .000
Trouser Trouser

The above table shows the correlation between the expectation of branded apparel and satisfaction
level of the branded apparel. The correlation test was applied, to find out the significant relationship
between formal shirt, T-shirt and trouser respondents expectation and satisfaction level. In this analysis the
branded shirt the correlation value is 0.812 ( 80%) are positively correlated (having positive relationship)
between respondent expectation and satisfaction level of branded shirt. The second branded T- shirt
correlation value is 0.518 (51%) are positively related, when it is compared to branded shirt the correlation
value between respondent expectation and satisfaction level is somewhat low. Where in the case of third
branded apparels, trousers the correlation value is only 0.435 (41%) positively correlated but the trousers
correlation value is too less than branded shirt and just less than Branded T- shirt. Based on the three
categories of apparels, the formal shirt user’s expectations and satisfaction level are highly correlated in
terms of design, color, price, fashion, fitness.
219 International Journal of Applied Business and Economic Research
 K.Maran, J. Badrinarayanan and T. Praveen kumar

Table 22.4
Paired Samples Test between expectation and satisfaction level of branded apparel

Paired Differences

Std. 95% Confidence Interval Sig.

Std. t Df
Mean Error of the Difference (2-tailed)
Deviation
Mean
Lower Upper

Expectation level
of branded shirt -
Pair 1 .9751 4.89062 .27297 .4380 1.5121 3.572 320 .000
Satisfaction level of
branded shirt

Expectation level of
branded T -shirt -
Pair 2 2.8910 6.15711 .34366 2.2149 3.5671 8.412 320 .000
Satisfaction level of
branded T- shirt

Expectation level of
branded Trouser -
Pair 3 4.1059 9.21487 .51432 3.0940 5.1178 7.983 320 .000
Satisfaction level of
branded Trouser

H02: There is no significant difference between the expectation level and satisfaction level of branded
shirt.
H03: There is no significant difference between the expectation level and satisfaction level of branded
T- shirt
H04: There is no significant difference between the expectation level and satisfaction level of branded
Trousers
The above table shows that the P values for all the pairs are 0.000 which is less than 0.005
(5% confidence level) so H01, H02, H03 are rejected, it means there is significant difference between the
expected level and satisfaction level of branded shirt, branded T- shirt and branded Trousers. There is
some perceived value in the respondent which influences their satisfaction level.

6. CONCLUSION
The study reflects that income factor and purchase pattern of branded apparel product. According to the
ranking by customers, the quality factor prevails in the first position, color and design, comfort and style
and price are securing successive ranks respectively. The expectation level and satisfaction level towards the
types branded apparel were having positive relationship. Finally, it can be concluded that it is important to
know the customers buying behavior process and customers requirements properly. The brand developer
should develop and place the products accordingly to the customer and that will help in sustainable apparel
products development as well as better business performances

International Journal of Applied Business and Economic Research 220

 A Study on Branded Apparels Customers Purchase Behavior with Reference to India

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