Objective: Study of consumer buying behaviour in Peter England

Shirt.

Literature Review:

1) By - Sonika Mishra, Dr. (Mrs.) Archana Agrawal Research Scholar M. Phil (Management) Dr. C. V.
Raman University, Kota Bilaspur, Chhattisgarh Asst. Professor Dept. of Management Studies Dr.
C.V. Raman University, Kota Ballarpur, Chhattisgarh

- From the study they found out that most of the people are brand conscious and they buy
branded product by seeing the brand ambassador of the product. They even found that most of
the people are aware of the different brand available in the apparel market. Most of the people
feel comfortable and confident in branded clothes. In this study majority of the people said that
they will switch over the brand if they find better products. They even found that customer
choose fashion uniquely as the factor which influences them to buy branded apparel over non
branded apparel. Customer choose recognition as a factor which influence them to buy branded
apparel over non branded apparel and very few customers find the attractive packaging as a
factor which influences them to buy branded apparel over non branded apparel. The factor that
influence buyer to buy branded apparel are advertising, shop display after that word of mouth,
family/friends and others.

2) By - Sarina Asif Research Scholar, G. D. Goenka University, Prof. (Dr.) Tanuja Kaushik HoD, School
of Management, G. D. Goenka University. (2017)

- The study showed that female buyer falling in the age group of 26 -35 yrs. are the highest buyer
of International branded apparels. Result also showed that buyers prefer visiting malls in
comparison to visiting showroom and multi branded shops for the purpose of shopping and as
usage period increases satisfaction level from a brand also increases. The study showed that
there is no relationship between the buyers family size and choosing of promotional offer.
Furthermore, buyer of all brand prefer discount more than any other promotional offer.

3) By - Sandeep Kumar, Prasanna Kumar, Srinivasa Narayana (2016)

- They conducted a research to know about the consumer perception and behaviour, lifestyle
towards the apparel brands and to evaluate the significance of various factor in brand retention.
From the research, it is proposed that the clothing companies should concentrate on customer
retention. This can be accomplished by keeping the reasonable price, maintaining the quality,
announcing loyality programs, offering services, advertisement on social media, newspapers and
tele-media.

4) By - Deepali Saluja (2016)

- The main purpose of this research is to study how consumer behaviour is influenced by factors
like monthly income, sex and peer influence. The research show that the age, sexual orientation,
training and occupation don’t have any effect on the buying behaviour of consumers. Finally, it
shows that Delhi customers have a positive attitude towards fashion apparel brand.

5) By - Reham Abdelbaset Sanad (2016)

- This paper aims to make a thorough review of factors influencing buyer’s choice towards branded
apparel and textile items. The research considers the factors having an impact on advertising of
textile items including apparel and fashion item were surveyed. These factor include different
social, individual, mental and ecological angles. In this study, it is proposed to broaden consumer
behaviour studies in apparel with special concern to comfort and performance.

6) By - Md. Mazedul Islam, Muhammad Mufidul Islam, Abu Yousef Mohammad Anwarul Azim, Md.
Russel Anwar (2014)

- The investigation examined that many demographic factors and others purchases pattern factors
impact the consumers’ decision of retail outlet and purchasing of apparels. Showroom specific
factors additionally have an impact of buying behaviour of retail outlet. Feline's Eye, Artisti,
Aarong, Westecs, Ecstacy, Kay-kraft, Yellow are main brand and are the most favoured brand and
has many better positive characteristics. As indicated by the positioning by the customers, the
quality factor wins in the main position, colour and design, comfort, style and cost are securing
progressive position individually.

7) By - Dr. Anand Thakur, Mr. Bhuvan Lamba (2013)

- They conducted a study which aimed to think about consumer loyalty level and factor impacting
branded apparel purchase and furthermore to think about the most well-known brands of
consumers in different variant of clothes which would assist the readymade clothing producers to
plan their future growth. The discoveries uncover that Tommy Hilfiger and Peter England are the
most favoured brands in the city of Jalandhar and most important considerations in clothing buy
are cost and quality.
8) By - Pandian, Varathani, Keerthivasan (2012)

- They in their study uncovered that Raymond, Peter England, and John Player remained the best
three brands favoured by the respondent. Plainly the vast majority of customer’s men’s marked
shirts were profoundly impacted by the variables for examples strength, reference gatherings, a
more extensive decision of design and colour, engaging quality, value range and VIP endorser.
The vast majority of the customer are expecting less cost and more extensive decision of shading
and plan.

9) By - Nirbhan Singh, R. (2013)

- According to him clothing plays an important role in women’s life and major role in building the
female personality and status. Clothes help women to enhance their confidence and strengthen
their self-esteem. A large portion of women concentrate on item qualities, fashion trend and
other factors identified with social and psychological need of the customers. These qualities help
them to choose their clothes according to their preferences which suits with their custom and
culture.

10) By - Vikraman and Sumathi (2012)

- They conducted a study on Indian apparel market and saw that Indian buyers keep passion and
expectations towards international and nearby brands. The huge impact of self-concept on the
requirement of uniqueness indicates that the Indian customer with high self- esteem neither
wish to fit in with others and furthermore that Indian buyers may think about their self-concept
and should be one of a kind to express their distinction.