PROJECT PROPOSAL

TITLE OF THE PROJECT

A study on “ Impulsive Buying behaviour of customers in
Apparel Industry with special reference in Bhubaneswar city.”

SUBMITTED BY: SUBMITTED TO:

Name: Diksha Lath Programme Office, IMI
Roll no: 19PGDM-BHU023 Bhubaneswar.
Batch: 2019-21
PROJECT SYNOPSIS
Consumer Buying Behaviour in emerging economy like India is always evolving. The purchase
of Apparels includes a number of factors that could affect each decision. Decision making is
more complex and even more important for consumers today. Also, there are factors that
have made decision making tough and complicate for the customers say increases in the
number and variety of goods, stores, and shopping malls etc. So it is necessary to understand
the buying behaviour of consumers. Their preferences for items of apparel may depend on the
influence of price and product characteristics such as quality, style, and brand. Also, Past
studies have showed that the apparel store format and store ambience are also important in
attracting customers and affecting their buying decision. Customers always want quality and
variety at a reasonable price. But, it is a challenge for the industry or the company to give a
right mix of factors in order to attract and retain the customers. Hence, there is a genuine
need to understand the factors that influence the buying behaviour of consumers when they
shop for apparels in the stores of Bhubaneswar. The present study is an attempt in this
direction.

LITERATURE REVIEW
The literature review is a significant step in each and every research process. Review of earlier
studies discloses the works and studies done by individual researchers and institutions help to
establish further the need for the study. The previous studies ( Kaur and Babel, 2019, Pooja,
Mittal and Kamakshi, 2019) identified important gap that will be explored in this thesis. In this
research special attention being given to the strategies adopted by the Apparel Store for effective
sales. The present research of Uma Balakumar and Riya Mishra 2017 has covered the Consumer
Impulsive Buying Behaviour while buying Apparels in general but no study was made in
purchase Behaviour towards Apparels in Bhubaneswar city.

PURPOSE OF THE STUDY

City like Bhubaneswar is witnessing the creation of many new markets and a further expansion of
the existing ones. The apparel and clothing industry being positioned at first place and also the
consumer spending on apparel and clothing is increasing day by day, so it is very important to
study the changing behaviour of consumers or the factors which affect their buying behaviour.
Impulsive buying is an unplanned decision to buy a product, or we can say that the decision is
made just before the purchase. The changes in the behaviour of consumer while purchasing
apparels impacts the industry directly as well as indirectly. The purpose of this study is to expand
the knowledge of apparel buying behaviour of Indian consumers and in a practical sense to
understand the factors which influence apparel buying behaviour is extremely actionable for
apparel retailers seeking to standardize or adapt their strategy for the Indian consumers.
 SCOPE OF THE STUDY
The study aims at focusing study on Impulsive buying behaviour of Apparels in Bhubaneswar
city. It aims to gain an understanding into the buyers decision making process when buying a
product of Apparel Industry. Scope of research is restricted to few products such as Clothes,
Watches, handbags, footwears. Impulse buying is considered as a case of dominant emotional
feeling that motivates one to buy. The feeling/desire which arises when consumer comes in
contact Hence, it is necessary to concentrate on consumer’s perception, consumers‘ pre-purchase
and post-purchase behavioural activities. There are many sides of consumer behaviour that
possibly need expansion. This Research is exploratory in nature.

OBJECTIVES OF THE STUDY

The specific objectives of the study are:

1. To identify the factors influencing impulsive buying behaviour of customer while buying
apparel in Bhubaneswar City.
2. To assess the level of Impulse buying in comparison to plan Purchase.
3. To Study the Satisfaction level of Customers in Relation To Buying Behaviour.

RESEARCH METHODOLOGY
The study is based on both primary secondary data. The primary data were collection will be
done directly from the sample of consumers through interview and questionnaire. The secondary
data relating to the study will be collected from books, journals, research articles, magazines,
reports, newspapers and websites. Independent Variables will be identified from previous
literature and studies to conduct regression Analysis so that we can know which variable affects
impulsive buying the most. Sampling unit includes customers in Bhubaneswar and sample size
will be minimum 100.
SOURCES OF INFORMATION:

Journals:
1. Kaur, M. and Babel, R., 2019. Apparel buying behaviour of college boys and girls in relation to
visual merchandising: A comparative study. ASIAN JOURNAL OF HOME SCIENCE, 14(2),
pp.403-406.

2. Azad, N., Azizi, B., Asgari, H. and Bagheri, H., 2013. A study on important factors influencing
customers’ impulsive buying behaviour: A case study of Shahrvand food chain. Management
Science Letters, pp.1415-1420.

3. Pooja, Mittal, S. and Kamakshi, 2019. A Study on Impulse Buying Behaviour of Consumers
towards Apparels with reference to In-store Environment. International Journal of
Management, 07(01), pp.01-08.

4. B., Hyde, A. and Tharani, M., 2018. Customers Buying Behaviour on Branded
Apparels. International Journal of Computer Sciences and Engineering, 06(09), pp.15-19.

5. Uma Balakumar and Riya Mishra 2017. A Study on Impulse Buying Behaviour of Consumers
on Apparels with reference to Bangalore International Journal of Engineering technology,
Management and applied sciences, volume 5, Issue 7, ISSN 2349-4476.

Websites:
1. www.marketing91.com/impuslse-buying/

2. www.acadamia.edu

3. www.ijetmas.com

4. www.wikipedia.com