Fbm-Assignment 2

FBM ASSIGNMENT 2
Submitted by
Herambe Prajapati
Simran Sihag
Swati Raval
Vidhi Parikh
Zeba Fatima
Under the supervision of

Dr. Harleen Sahni
Department of Fashion Management Studies

NIFT Gandhinagar
October 2020
Consumer awareness
means being conscious of having
knowledge about the various
consumer production laws, redress
mechanism and the consumer rights
which include right to
protection of health and safety from
goods and services that the
consumer buy, right to be informed
about the quality, price, potency,
purity and standard of good,
right to choose the best from a
variety of others, right to get
representation if there is any
grievance or suggestion, and right
to seek redress against unfair trade
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practice or unscrupulous
exploitation.
Consumer awareness
3
exploitation.
Consumer awareness
4
exploitation.
Consumer awareness
5
exploitation.
Consumer awareness
6
exploitation.
INDEX
TOPICS PAGE NO.
1. INTRODUCTION 3
7
2. LITERATURE REVIEW 3
2.1 CONSUMER ACCEPTANCE 3
2.2 CONSUMER AWARENESS 5
2.3 RECENT CONSUMER TRENDS 6
10
2.3.1 RECOMMENDATIONS
11
2.4 CUSTOMER TRENDS POST COVID 11-19
3. OBJECTIVES 19
4. METHODOLOGY 20
5. ANALYSIS
5.1 HYPOTHESIS TESTING 20-27
5.2 DESCRIPTIVE STATISTICS 27-38
5.3 FACTOR ANALYSIS 38-45
7. CONCLUSION 46
8. REFERENCES 46-47
1. INTRODUCTION
With growth in technology and greater consumer education, more and more consumers have access to
more and better information. Consumers now tend to understand the products, its contents as well as
various other aspects related to the products before making a purchase decision. As a result, various
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brands are focusing on ensuring that the information they provide about the products are true and
authentic. Purchasing decision these days relies greatly on the access of the product information, its
authenticity, the functionality as well as the utility.
Further, consumers also focus on what the brand stands for. The social ideologies it supports as well as
various innovation it offers. Therefore before introducing a new product in the market, the brand needs
to ensure that they have positioned themselves carefully in the eyes of the consumers.
A new product traditionally used to take time to get accepted due to lack of awareness as well as
transmission of information was a time take process. With everything being available on internet these
days, any new product introduced in the market get easier awareness if launched and circulated
correctly.
This paper mainly focuses on the concepts on consumer Awareness as well Acceptance with respect to
the brand Paravent. It focuses on the aspects of acceptance and awareness to understand consumer’s
behaviour towards the products that the brand offers.
2. LITERATURE REVIEW
2.1 CONSUMER ACCEPTANCE
The attitude psychology defines acceptance as the basically affirmative attitude of acceptance-
subjects, dependent on the context, the situation and the reference object. This means for customer
acceptance that the acceptance object is the customer and the reference objects are products, the context
and the situation is the purchase situation, where a product is needed. However, this situation does not
only focus the point of sale. The area of marketing focus the increase of customer acceptance by
influencing the purchase situation and the customer based on the product and the customer. The area of
product design focuses the increase of customer acceptance by configuring the product based on
the product and the customer.
In order for most companies to be successful, they need to sell their products or services. To sell
products or services consumers must accept them, which means they are willing to purchase them.
BARRIERS OF CUSTOMER ACCEPTANCE
Various phenomena and effects, which might cause barriers of customers and decrease customer
acceptance. The barriers product’s complexity, costs, reliability and availability and interoperability are
products‟ attributes perceived by customers. The factors irrationalities of customers, trust to the provider
and unawareness of need are aspects of customer behaviour. The factor values and beliefs is allocated to
the overlap of product’s attributes and customer behaviour.
[ CITATION Dan15 \l 16393 ]
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Products attributes describe barriers, which arise from the product itself as they are perceived by
customers. The attribute itself is not relevant but the perception by the customer. Customer behaviour
describe barriers, which arise from feelings and behaviour from customers, which might be influenced
by the product. However, those barriers are not based on product’s attributes. A special case of the
barriers is “values and beliefs”, as this barrier is based on the customer and its behaviour and the
product itself.
A. Costs
The overall price of purchase costs, operating costs, and disposal costs are too high for the customer and
prevent the customer from buying a product. However, only the costs of purchase can be a barrier for
customers, while customers might accept higher operating costs. The so-called vendor-lock-in, which
describes the transactions costs for customers to switch to another vendor. Furthermore, customers might
deny to purchase a product because of the fact, that they need it only once. The costs of purchase could
be too high for customers to finance it by cash or credit.
B. Reliability and Availability
Customers might be not convinced about the product’s reliability or about the stability of software-
processes. This reservation prevents customers to purchase new or innovative products. Customers tend
to keep known and established products than trying new, maybe better products. For this category,
privacy protection is relevant, as it becomes increasingly important for business-to-business markets and
business-to-customer markets. The aspect of availability deals with the problem that a product cannot be
delivered on time or at all.
C. Complexity
This category describes the product’s complexity perceived by the customer. The current high level of
technology or products of higher functionalities might complicate the usage and the understanding of a
product. However, the product itself is not the only difficult issue. Owning a product causes
administrative efforts as well as efforts for starting it up. This problem is closely related to the area of
usability, as the lack of usability might be a barrier of customer acceptance.
D. Interoperability
Interoperability is the ability of different systems to work together. This requires certain industry
standards and the combination and integration of products in an existing system landscape. Another
topic is inadequate infrastructure and market penetration. A low market penetration of a certain product
might be a problem for the customer. However, a too high market penetration could be also a barrier for
purchase because of the lacking exclusivity.
E. Unawareness of Need
This issues describe the phenomenon that a customer does not purchase a product, because he is not
aware of his own need for the product. This can be caused in three reasons: first, a customer does not
know about a new product and its advantages. Second, an existing problem may not have been
identified, resulting in a new demand. The third and last type is a lack of necessity.
F. Irrationalities of Customers
Irrational behaviour of customers might bias their purchase decisions. The prospect theory of describe
several irrational phenomena, which influence customers purchase decisions. Exemplary effects are
relativity bias, anchoring effect, availability bias or the mere-exposure effect. Those effects are faced by
marketing strategies and methods but not in product design.
The availability bias describes that facts, events and probabilities that are most recent or most salient and
distinct on the mind are usually overvalued in their weight or significance in decision making. In its
original definition, term the availability bias as a heuristic of human thinking that is a “useful clue for
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assessing frequency or probability, because instances of large classes are usually better and faster
recalled than instances of less frequent classes”.
G. Trust
A customer may lack trust in a particular product but he could also lack trust in a whole company and
therefore refuse to buy the company’s goods. This can be caused in negative experiences with a previous
product of the same provider, a lack in expertise to evaluate a product thoroughly or defective packing
and instructions manuals. Some customers do only trust one provider and they are loyal to this company
and do not try other products than provided by this company. This may be caused by bad reputation or
poor sales staff and other sales channels.
H. Values and Beliefs
Environmentally friendly and sustainable products are ever more demanded. In addition, trends such as
increasing frugality can be witnessed in many modern societies. Often people do not buy a car because
they have no use for it, but also because they do not want and need it as a status symbol. In a
heterogeneous world, where products and services are offered worldwide, also social, ethical, cultural
and religious barriers play an important role in customer acceptance.
2.2 CONSUMER AWARENESS
It is highly unpredictable to know the consumer’s decision to buy a product or not to buy as today's
market is more dynamic in nature with more and more product offerings with the short product life
cycles. This is because of the fastest changes in the area of product innovations across the world with the
advent of sophisticated technologies. As the customer choice is widened with more consumer awareness
among the consumers and the impact on the customer satisfaction could be measured more accurately.
The Internet has affected the style of buying habit of people and has rapidly evolved changed into a
global phenomenon. Many companies have started using the internet with the aim of cutting marketing
costs, thereby reducing the price of their products and services to stay ahead in highly competitive
markets. Companies also use the Internet to inform, communicate and spread information, to sell the
product, to take feedback and also to conduct surveys with customers. Customers use the Internet not
only to buy the product online but also to compare prices, product features and after sale service
facilities. Many experts are hopeful about the prospect of online business. In addition to the great
potential of the E-commerce market, the Internet provides a unique opportunity for companies to more
efficiently reach existing and potential customers. Although most of the revenue of online transactions
comes from business-to-business commerce, the practitioners of business-to-consumer commerce should
not lose confidence. It has been more than a decade since business-to-consumer. E-commerce first
evolved. Scholars and practitioners of electronic commerce strive to gain an improved insight into
consumer behaviour in cyberspace.
Along with the development of E-retailing, researchers continue to explain E-consumers’ behaviour
from different perspectives. Many of their studies have posited new emergent factors or assumptions that
are based on the traditional models of consumer behaviour, and then examine their validity in the
Internet context. Online shopping is a great way to shop with everything available on the websites. From
clothes, gift items, food, home needs, medicines, and many more, this mode of shopping allows one to
shop conveniently without the hassle of spending hours in a supermarket or shopping areas. The Internet
with its wide of information nooks, allows the customer to go through various range of studies of the
product or service before actually heading for purchases. These online shopping websites also have daily
deals for the customer looking for discounts and store offers.
The increase of a new product’s sales is usually attributed to consumers becoming informed about the
existence of the product. Advertising can accelerate this consumer awareness process.
According to Gort and Klepper (1982) the standard product life cycle consists of four stages:
introduction, growth, maturity and decline1. During the first stages (the introduction and growth stages),
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sales increase as a result of consumers becoming informed about the existence of the new product. In the
maturity stage, the proportion of consumers aware of the product is stable, and later, in the decline stage,
sales decrease due to the entry of improved competing products. Advertising can accelerate the
information diffusion process for a new product, by informing the consumers of product existence. The
effect of advertising on sales is dynamic, since advertising will affect the proportion of consumers aware
of the product in the future, and therefore will affect future sales. Usually, firms advertise their products
the most at the beginning of the life cycle. The dynamic effect of advertising on consumer awareness
could explain this pattern.
2.3 RECENT CONSUMER TRENDS
Retailers and companies face a mix of rapidly evolving technologies, changes in customers taste and
preference, change in demographics, and economic variability. These factors can easily undermine the
historical source of profit and growth as well as competitive advantage making the traditional methods
obsolete.
With such rapidly changing dynamics, the rate at which the strategies are executed as well as completion
of a task are just as important if not more to survive in the market.
However, no brand could have prepared themselves for the uncertainty of the year 2020. The traditional
methods that created competitive advantage of one company over others was through customer relations
and brand loyalty. These however, are not enough to attract customers now.
[ CITATION Pat20 \l 16393 ]
The recent trends amongst consumers are as follows:

1. Unfulfilled economic recovery for core consumer segments
The economic environment has been changing drastically. The recovery for consumers from the
economic shock will be at different pace for different consumers. The economic recovery is sluggish and
there is greater income disparity between the most rich and the least rich. The middle class income
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groups will take longer to recover from the ongoing recession reducing consumer’s confidence as well as
disposable income.
With little to no income growth, the lower income groups would suffer the most. This has led to greater
income bifurcation resulting is lesser purchases.
Consumers would thus look for cheaper substitutes and more discounts to make purchases. Moreover, the
purchases for absolutely necessary, utility driven commodities would be higher than the products that are
considered to be luxury.
The shrinking global economy has also impacted the consumer confidence. With increasing job losses,
and very few opportunities for economic and income growth, most of the consumers have a pessimistic
feeling for the overall state of the economy as well as their personal finances.
2. Health, wellness, and responsibility as the new basis of brand loyalty
With increasing consciousness for both health and environment, brands now have to go much beyond the
basics and offer something that is both good for the human body as well as environment. Brands who
associate with a good social cause also stand out.
It is also predicted that, there will be a greater decline in emotional ties, and perceived value associated
with big brands and a shift in consumer focus towards something that is more personalised and
environmental sustainability oriented.
This shift in focus shows the awakening of consumer consciousness in various aspects. It has been
observed that consumers have started preferring brands that offer transparency, have shifted their focus to
health, wellness and safety and corporate citizenship. This sort of preference and change in dynamics
isn’t only limited to millennials and high income groups. Consumers are becoming more socially and
environmentally aware, and are almost pushing the companies to focus on giving back to the society.
Consumers are also becoming increasingly conscious about the ingredients used in the products
consumed. There is a shift from artificial and chemical based products to something that is more organic
and natural. “Local, “green”, “nature”, are the terms that usually seem enticing to consumers now. The
carbon foot print, and understanding the entire supply chain from raw materials to finished gods has now
become important for consumers before they make a purchase decision.
Consumers now defined themselves as health conscious buyers, or ingredient specific buyers, or
environmentally conscious buyers. Consumers are also paying a lot of attention to the nutritional content
of the products. Consumers are also willing to pay more for a product with a higher nutritional value.
Brand loyalty therefore, goes much beyond the kind of product, the price as well as performance. Not all
consumers are as environmentally, socially or health conscious, however, there is increasing awareness
and a change in consumer behaviour has been observed. Thus, if these brands done reinvent, re-launch or
replenish their existing practices to something that suits more to consumer taste and preferences, the
chances of losing brand loyalty are high.
Companies therefore would undergo a major shift, giving conscious thought to their value chain, to the
business players, suppliers, as well as their business practices. Some of the companies would also change
their brand portfolio by innovation, acquisition or divestiture.
3. Pervasive digitization of the path to purchase
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The traditional brick and mortar stores and businesses have now become less viable. There is an
increasing shift to everything digital. From purchases to payments to even marketing, consumers have
started focusing on products and brands that are available digitally.
People have now started making most of their purchases from garments to groceries online due to the
convenience and ease that it provides. Further the availability of ordering things at any time of the day is
something that most of the customers have shown inclination towards.
Further, digitization has been observed with respect to marketing and communication channels as well.
Most of the consumers get attracted to a website through their Instagarm and Facebook handles. Concepts
like SEO and SEM, should be given greater importance by the companies.
However, one drawback of having an e-stories the lack of touch and feel that customers do enjoy and
want to experience. This has led to the new concept of “Phygital stores”. These are a perfect mix of both
physical and digital stores. Different brands have adopted different methods. A few made the shopping
experience more immersive by include AR and VR features. And a few displayed its products in the store
to give an experience for the customers to touch and feel before making the purchase decision. Some
have made the trial rooms virtual to ensure that the customers get the experiences that they would in the
physical store.
4. Proliferation of customization and personalization
To survive in the serious market and to distinguish oneself, it is imperatively significant for organizations
to be adaptable in product creation to offer over all the price segments proficiently and profitably.
In evolving times, shoppers have created distinct fascination and tendency towards customization of
products. From late examinations it has been discovered that quite a portion of shoppers are keen on
innovation required for item customization and some rate demonstrate that there is an eagerness among
clients to pay 10% premium for personalization or customization contributions in the item they buy.
Customization in items and targeted and personalized experiences in marketing assists organizations with
keeping up in the market. Technologies amalgamated with commerce, manufacturing and AI helps them
to offer such products to the customers.
70% of purchasing encounters depend on how the clients feel they are being dealt with, says McKinsey.
Sounds genuine on the grounds that, more than shopping, the experience causes customers to choose over
different brands, on numerous occasions. Additionally, this also helps in word-of-mouth marketing.
Customized products, without a doubt, will keep on diagramming their approach to prevail upon a lot
more clients in near future. Organizations should be truly prepared to offer what the clients need, which is
letting them express themselves with customized items. Larger part of individuals are happy to pay more
for an item on the off chance that they experience it through AR/VR.
Each brand out there searches for better approaches to wow their clients by acquainting them with present
day innovation, and 3D Product Customization is unquestionably an incredible method to do as such. 3D
Product Visualization lets customers see each nook and corner of the item in a 3D view. Clients can
investigate each edge and alter each component. Brands that received 3D Product Visualization have
indicated a 35% expansion in changes.
Various customization choices ought to be offered as conceivable to each product listed. It is essential to
ensure customers can customize each component of the item they need to purchase. Organizations can go
past customization by offering clients to include text and picture as well.
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AI can be fused for item customization by gathering the likings from the clients and afterward
introducing contemporary designs that suit the preferences of the client. Or some clients can also choose
their preferences on the go. In such conditions, colours and different choices can be recommended to
them. With such technology customer behaviour can be anticipated and new dimensions can be unlocked
in product customization. [ CITATION Aka20 \l 16393 ]
5. Increased resource shortages and commodity price volatility

Increased supply disturbances and shortages of natural resources like, water shortage, may put the
business financial aspects of product companies under pressure. Under this vulnerability, developments
are probably going to rise that can possibly deal with the resources wisely and putting commodity cost as
planned accordingly. There are numerous drivers fuelling this unpredictability, including rising demands
in business sectors, compelled supply, unstable energy costs, and worldwide financial vulnerability.
Companies must realise this as a serious topic of concern and try to manage the resources cautiously.
Since the start of industrial revolution, resource shortage has normally been overcome by the capacity of
technology to discover substitute items or find new sources of natural resources. In any case, there are
signs that such replacement may not conquer the developing imbalance between global demand and the
limited amount of natural resources on the planet. Managing natural resources is critical for supply chain
management in a changing world.
2.3.1 RECOMMENDATIONS
To assist the brand plan with arranging and act in the midst of these barriers, we have created five steps
as recommendations that may help address every one of the five potential vulnerabilities as discussed
earlier:
1. Revisit product portfolio, pricing, promotions, and merchandising
Consumer product companies ought to think about understanding and focusing on lower pay and middle-
class buyers' inclinations in what they consider affordable regarding value point and what they consider
attractive as far as in terms of channel. Families in the middle are in fear of moving lower. A large
portion of the sales are being driven by the middle-income families.
The brand should revisit as of when in need, its product portfolio in terms as to if it aligns with the
consumer expectations and current demand, and also with the market to which it has aimed to target.
Pricing and promotions must have to be done a way that it is justifiable for our customer. Keeping the
current pandemic Covid-19, most of the families are being really cautious in spending their savings and
tend to buy only utility related items, so utility and wellbeing products are most predicted to be most in
demand the upcoming time as well.
2. Align offerings and engagement strategies around consumer interests and values
For some consumers, view of wellbeing and health appear to be progressively significant influencers of
purchasing choices at the rack. Across food and refreshment classifications, we anticipate that
organizations should keep gaining brands perceived as more advantageous in terms of health and
exploring reformulating products with ingredients that are seen as more beneficial, for example, low-
calorie characteristic sugars.
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Similar concepts can be applied to other product offerings too, keeping in mind to develop strategies
which engage customers, and framing these strategies on the basis of the consumer’s interest and values
as found out by properly analysing their behaviour towards the product.
3. Create seamless experiences via technology and collaborations
We anticipate that the significance of advanced business should be enhanced by the fast movement of
technological change. Digital technology has just permeated the path to buy, as the present consumers use
sites, web-based media, and mobile applications not exclusively to investigate products, analyse price,
and make buys, yet additionally to give feedback to peers and even companies. Consumer product
companies can utilize digital media to turn into an aspect of the consumer's pre-store planning process by
offering features like tools for online product comparison.
During in-store shopping, innovation can improve the in-store product experience and develop the brand
conversation to consumers with sparing time and settle on better choices. Technology can likewise permit
consumer product companies to seek after more prominent cooperation with retailers, shopping-related
application suppliers, and payment companies. Furthermore, during post-purchase, companies can utilise
advantage of technology to broaden the product experience as well as to construct a life cycle perspective
on consumers through sophisticated data analysis.
4. Develop processes and business models to allow for customization and consumer interaction
Tech savvy organizations are now progressively taking advantage of consumers for thoughts on new
products and product variations. Crowdsourcing has risen as one famous technique for doing this.
Crowdsourcing is the act of drawing in a 'group' or gathering for a shared objective — frequently
technology, critical thinking, or productivity. It is fuelled by new technologies, social media and web.
This phenomenon can give access to ground breaking thoughts and solutions, more profound consumer
engagement, open doors for co-creation, optimization of tasks, and reduced costs.
A few successful campaigns, including PepsiCo's FritoLay "Do Us a Flavour" campaign, have been
worked around looking for consumer contribution by crowdsourcing ideas via online media. Nestlé
Purina's capacity to offer customized pet food gives an example of an organization grasping both
customization and customer interaction. Nestlé Purina watched the serious passionate bond that exists
among pets and their owners, with pets frequently treated as individuals from the family. Clients can
make a modified mix of canine food on the web and have it home-delivered. To assess the nourishing
needs of the pet, Nestlé Purina's site requests that consumers share details in input such as, breed, sex,
age, weight, action level, and coat condition. The website likewise thinks about dietary inclinations and
permits consumers to customize the bundle with the pet's name and picture.
All these kinds of customizations and personalization in product offerings, make the consumers feel for
connected and interested towards a brand, so it is important to develop business plans and models to
implement the same.
5. View commodity decisions with resource preservation and social impact in mind
Forward-looking organizations are considering not just the financial bottom line as they make product
sourcing and procurement (for example, vertical integration) choices, yet additionally about their double
(social) and triple (environmental) bottom lines as well. Specifically, they are moving away from a
"resource procurement" approach to sourcing to a "resource protection" approach, which means
contemplating every resource utilized and approaches to create or replenish future supply.
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For example, an emphasis on resource preservation can mean supporting preservation ventures like
water-related activities. PepsiCo's commodity procurement system gives a case of how an organization
can rethink commodity sourcing from resource procurement to a resource protection. PepsiCo, perceiving
the significance of water shortage as a business hazard, set up few specific objectives around water
stewardship, the organization met its objective to improve operational water use efficiency by more than
20% per unit of production over 2006 levels. The organization through different associations on ventures
focused on water preservation, distribution, refinement, and cleanliness, given access to safe water to
more than 3 million individuals. Similarly, ventures can learn from such cases and try to preserve natural
resources.
Together, all these recommendations might help in improving performance of the organization. These
steps mentioned require new ways of working and a higher level of enterprise-wise coordination, and if
applied in the right way, new paths for improvement may be opened.
2.4 CUSTOMER TRENDS POST COVID
1. Healthy and caring economy
During these trying times, consumers have a heightened awareness of how businesses interact with
stakeholders, local communities, and society more broadly. The actions that businesses take during this
pandemic are likely to be remembered long after COVID-19 has been conquered.
Social distancing and a fear-led mindset have resulted in consumers preferring online consultations over
in-person interactions. Consumers are increasingly preferring to have their healthcare needs met remotely
or from the comfort and safety of their homes. They expect their healthcare service providers to prioritise
adherence to safety protocols.
Out of the necessities that consumers are spending on, health products are taking up a huge share of
wallet. From basic products like sanitizers to immunity boosters, the consumption of health-improvement
and sanitary products are becoming a way of life. Germaphobia is not going away anytime soon, and with
improved sense of sanitation and hygiene, the demand for such products is unlikely to go down.
Consumers these days when deciding where to shop, they look for retailers with visible safety measures
such as enhanced cleaning and physical barriers. Apart from this, they look for retailers with safety
measures such as enhanced cleaning and physical barriers. In addition, they buy more from companies
and brands that have healthy and hygienic packaging and demonstrate care and concern for employees.
Consumers are very closely monitoring the way brands are responding to the Covid-19 crisis. The future
consumer buying behaviour will be driven by how brands are shifting their business priorities and using
their resources to respond and adapt to the current challenges.
In the short and medium-term, the buying behaviour is going to shift towards purpose-driven brands.
Brands that have kept trust and credibility during the Coronavirus crisis are likely to benefit in a big way.
Post the crisis, people might become less prone to experimenting with “flashy” or “edgy” brands, as well
as with brands that are generic and touted as “value-for-money”. The focus will shift sharply towards
brands that have been able to win consumer trust in this time of crisis.
The post-Covid era could also see the rise of conscious consumption and brands that products that
incorporate sustainability in their fabric will become market leaders. Being toxin and chemical-free,
plastic-positive, cruelty-free are all factors that will start shaping consumer choices. Along with this, the
demand for locally made products will see a sharp rise
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2. Virtual is the new reality
Gen Z and millennials have previously led the global digital payment revolution, but COVID-19 has
forced older shoppers to embrace digital. We see increased ecommerce adoption by baby
boomers; eMarketer anticipates a 5.8% increase in the number of online shoppers aged 45 years and
older, equating to nearly 5 million brand new ecommerce users.
New needs have sparked a shift towards online shopping and away from brick-and-mortar. For example,
groceries have seen a meteoric rise in online ordering; according to our cross border engine, online
purchases of food and beverages are up 285% since the start of the pandemic
In the wake of the pandemic, customers now prefer to move more of the whole purchasing cycle online
than we have ever seen before. Virtually every commodity and industry will need to be prepared to fulfil
demand digitally. According to a recent Core sight report, consumer spending on reality technologies this
year is projected to reach $7 billion, and distribution and services spending on the technologies could
reach $4.4 billion
Digital technology has already permeated the path to purchase, as today’s consumers use websites, social
media, and mobile apps not only to research products, compare prices, and make purchases, but also to
provide feedback to peers and even companies.
The coronavirus outbreak has not only changed the way consumers view personal hygiene and health but
also the way they interact with friends, families and communities. Isolation has led to people to embrace
technology more than ever. The way people are spending their leisure time is also becoming more
dependent on technology. This adaption of technology is anticipated to continue post-Covid as well.
The shutdown of physical stores has led consumers to rethink their shopping habits. People who were
previously reluctant to shop online are now left with little choice. As an after effect, consumer will be
slow to come back to brick and mortar retailers, as they get used to the convenience of online shopping.
The 2016 demonetization drove people towards digital transactions in a big way. Not only did
incumbents like PayTM benefit, but the ecosystem soon evolved (in the form of UPI and other entrants
like Google Pay) to make digital payments thrive even further. While some of those gains did go away
once the cash was back in ample circulation, a big shift in consumer behaviour had already taken place.
It’s very likely that we will see the same kind of shift with online shopping post-COVID-19. In
economies like India, online shopping still accounts for a paltry 1.6% of total retail sales which means
that the sector is far from saturation. As the Coronavirus forces people to stay indoors for long periods of
time, this percentage is likely to go up significantly, especially as
Use of technologies has increased, Beyond BOPIS and BOSS, customers are now relying on AR & VR to
try out glasses, clothing and even furniture. For instance, IKEA customers can explore kitchen interiors
with VR.
These technologies are affordable and readily available. Though people cannot satiate their social
instincts in person with them, they can fulfil them virtually. The Covid-19 pandemic has likely given rise
to a new phenomenon wherein many more will become reliant on tools like AR, VR, and mixed reality to
work and shop.
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Even after the lockdown ends, the behavioural change it instigated will last considerably longer if not
forever. People will remain socially distant, but using technologies and extended reality they will be
virtually close. These platforms and technologies will allow businesses to run and grow irrespective of
the challenges posed by social distancing.
More and more people will work on smartphones. Better internet connectivity makes it possible for the
masses to work online.
Companies are catching on to consumers preferences by serving them virtually. Virtual events and
conferences are happening with increasing frequency. Activations, product launches, and brand
awareness campaigns are now hosted as live virtual events where thousands of people engage and
interact.
The frequency with which virtual events, conferences, product launches, and showcases happen online is
likely to increase. A simple reason for this is that the Covid-19 pandemic is causing a behavioural change
that will outlast the virus itself. It has given marketers a reason to explore these tech enabled platforms
and realize their fullest potential
3. Online payments
Shoppers have changed a lot, from earlier wandering aisles to navigating websites. New user groups are
embracing ecommerce and digital payment methods at a much faster rate than ever. It’s important to note
that these new consumer habits are taking root and will become preferences that persist long after the
pandemic.
There has been unprecedented urgency for merchants to be proactive as the usage of digital payments has
spiked. Offering preferred payment methods literally unlocks a new world of opportunities, the retailers
that have tailored and localized their payments offerings to serve a global audience are the ones that will
experience exponential growth.
Shoppers have heightened expectations for frictionless shopping experiences. Social distancing has
facilitated the surge in ecommerce and increased demand for digital payment methods over traditional
cash and card payments.
Ahead of the virus, the world was on a trajectory to becoming a digital-first society. Some regions were
ahead of others. For instance, Chinese consumers already conducted 56.0% of online transactions via e-
wallets, compared to 23% in the U.S. However, demand for these types of payments in every region can
be noticed now.
With new curb side and buy online, pick-up in store (BOPIS) programs, the typical cash and card
payment methods will be harder to maintain. Which means, merchants must offer ecommerce and
implement digital payment options at checkout.
The rise and popularity of pay-later apps like Klarna and Afterpay has also been noticeable, they help to
offer relief from the economic impacts of the virus. Shoppers need flexible payment options. Extending
many different payment options that cater to different consumer groups can provide diversification and
enable growth for merchants. This accelerated push towards digital puts retailers at a pivotal crossroads
and failure to offer a variety of digital payment methods can severely limit their customer pool.
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4. Shift to value and essentials
Even as some countries have reopened, many consumers globally are continuing to see their incomes fall.
Consumers are not optimistic anymore about their economic outlook. In most countries, confidence about
economic recovery has dipped slightly since early April 2020.
With many people expecting COVID-19 to negatively affect their finances as well as their daily routines for
at least another four months, consumers are being mindful about their spending and trading down to less
expensive products
The change in attitude towards essentials will have a drawn-out effect on consumer spending and will bring
about lasting change in shopping habit even after lockdown has started lifting throughout the nations.
Sales of hygiene related things, for example, hand washes, soaps and sanitizers have observed a spike with
deals seeing about 300% spike in the week of 22nd March when compared with a year ago in a similar
comparable period.
Then again, demand for different things, for example, beauty care products, fragrances, deodorants and
skincare are required to observe a fall in the present demand as customers move their priority to essentials.
Meanwhile, companies conceded the dispatches of discretionary items as vulnerability stays over the virus.
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Indian market: According to Ritesh Ghosal, it would be premature to predict the boost spending of festive
season. Buying is limited to need-based consumption and work-from-home enablers like laptops and
smartphones have done well. Restricted movement has hit impulse shopping and categories like audio
headsets have seen contraction. Average per day tickets are nearly 13%-15% lower than last year but
average ticket sizes are higher on the back of planned purchases.
Fashion retailer shoppers stop said while in the first phase of unlock, customers were more inclined to shop
only essentials, in the third phase, they seem to be moving back to include lifestyle purchases leading to the
onset of sales recovery and an increase in walk-ins from consumers living in close proximity.
Clothing for work from home and school from home, nonetheless, continue to dominate the shopping cart.
Bill values are higher compared to pre-Covid as consumers increasingly opt to buy all products in a single
visit, said chief customer officer Uma Talreja.
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Snapdeal said demand for fitness products, gym equipment, gardening essentials, doodling books, painting
items and knitting accessories has taken precedence in the later phases of the lockdown.
As people are home-bound, the furniture sector seems to be the only outlier with sales getting back on track.
Pepperfry said its overall business is back to the pre-Covid levels, led by the online segment which stands at
about 120% of pre-Covid levels. Sales at physical stores are at 60% of the pre-Covid period.
Consumers are back to buying beds, sofas and wardrobes besides spending considerably on home decor
items. “As consumers spend more time at home, they feel the need to make their home environment more
aesthetic and conducive to mental and physical well-being,” said CMO Kashyap Vadapalli.
Apart from this, as people try to break the monotony of continuously having to stay at home, it has
been heartening to see them pick up lost hobbies, or pursue passions they had been putting off for
years. People are unleashing their creativity through various skills and activities like cooking,
sewing, and more. This ‘Do-it-Yourself’ trend, or DIY as the millennials call it has led to a rise in
demand for certain categories of products. Products like the OTGs and sewing machines are
products that are helping them further explore their creative streak and upping their game, have
been flying off shelves recently.
 Some major findings for shift in buying behaviour of consumers post COVID 19.
1. Compared to pre-COVID-19 period, Indian consumers' focus on Health, Grocery & Household items
and security will increase the most.
2. For 9 out of 12 Need categories, consumers expect normalcy in online spends to return sooner than
offline spends.
3. Across Need categories, 64% consumers are open to transact with new brands, providing
opportunities for brands to gain share from competition, if they are proactive and focus on the
convenience needs of Indian consumers.
4. About 74% expect support from firms they transact with in form of 'easy finance options.'
5. 66% are confident/very confident that their lives will return to normalcy within 6 months once the
COVID crisis is over, while only 37% expect it in a month. Almost 80% are confident that the return
to normalcy will happen within 1 year.
6. After the lockdown was announced, the problem of limited availability and fear of
getting infected created a new shift in consumer behaviour and their buying patterns
leading to a new wave of online consumers.
7. The overall e-commerce has not just recovered but witnessed an order-volume growth
of 17% as of June 2020.
8. The consumer buying patterns and preferences have changed significantly with
categories like health & pharma and FMCG & agriculture seeing a surge and
exponential growth, with the rise number of first-time online Shoppers
5. Flight to Digital:
Consumers are now adopting a digital-first approach when it comes to shopping. The global
pandemic has led to an acceleration of digital influence on the consumer purchase journey, from
browsing for products to learning about their features via digital catalogues, to making payments
online and even contacting customer service executives virtually. Therefore, what is now the need
of the hour is finding a strategic balance between offline and online channels of sales There is an
increasing trend of consumers buying directly from brands’ websites. Retail brands are now
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strengthening their online capabilities and opting for different approaches to connect with
consumers
The Mckinsey survey said that many consumers plan to continue shopping online even when brick-and-
mortar stores reopen. "In addition to e-commerce, other digital and contactless services—including curbside
pickup, delivery, and drive-through service—are also seeing much higher adoption rates. While some of
these habits are seen as a work-around to the crisis, many at-home solutions to regular activities will likely
be adopted for the long-term."
A critical game-changer for businesses going forward will be in how they create a unique virtual
experience for consumers wanting to make contactless purchases. This is where a brand’s business
sense and agility are put to test. As more and more consumers spend their time online, the other
aspect that becomes all-important is being seen and heard in the places where our customers are,
making digital marketing and SEO optimization.
1. In the last one year, there has been a considerable growth of 65% for brands developing
their own website, which led to an increase in self-shipped orders. However, the
percentage of self-shipped orders declined from 35% in Feb 2020 to 30% in Jun 2020.
The decline in self- shipped orders can be attributed to brands trusting marketplace
logistics due to better service levels and lower unpredictability during current uncertain
times
2. As the e-commerce ecosystem matures in India, there is an increasing trend of brands
going directly to consumers to offer a great experience to its patrons. While the brands
have created their own website, the brands continue to sell on the marketplace as it still
drives the majority of the order volume
3. The number of consumers shopping directly from the brand’s website is increasing at
much faster pace than marketplaces. Brand websites have witnessed 88% order volume
growth as compared to 32% order volume growth on marketplaces
4. The top 3 segments that have seen an increasing penetration of D2C brands are Beauty
& Wellness, Fashion & Accessories and FMCG & Agricultural sectors.
5. In the last one year, there has been a considerable growth of 65% for brands developing
their own website, which has also led to an increase in self-shipped orders
6. Shock to Loyalty:
During this pandemic, there has been a change in consumers loyalty. Consumers are no more loyal to the
brands they were earlier, they are opting for new options, better options and are exploring more. As retailers
grappled with out-of-stocks, research found that 75% of consumers opted to shop alternative brands.
It also found that more than 75% of consumers have tried new brands, places to shop or methods of
shopping so far during the pandemic. Product availability was the number one reason consumers sought out
new retailers or products in the past couple months, followed by better prices and promotions.
For certain products and brands, COVID-19 caused supply-chain disruptions. And when consumers couldn’t
find their preferred product at their preferred retailer, they changed their shopping behaviour: many
consumers have tried a different brand or shopped at a different retailer during the crisis. Value, availability,
and quality or organic products were the main drivers for consumers trying a different brand
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consumers have also tried to support local retailers with one survey claiming that one in three consumers are
more supportive of local business than ever before. Furthermore, according to Paymentsense, nearly two-
thirds (62%) of the population plans to stay loyal to the local businesses that helped them through lockdown
with almost half (44%) saying that lockdown has made them change their shopping habits and they now
plan to shop locally, while 55 per cent intend to consciously spend more money in local shops after
lockdown as a show of support.
However, on the flip side, a new report from Wharton University of Pennsylvania showed that there has
been a 7% increase amongst customer willing to recommend brands where they had a good experience or
they felt they had additional value through the customer loyalty scheme. It was this value add that was then
looked in to further where they found a significant increase in the overall resilience of the loyalty schemes
with customer benefits providing the biggest perceived value add to consumers.
Through this survey, the top seven benefits identified were:
1. Free shipping and free returns

2. Alerts you when an item you want is on sale
3. Insider access to exclusive content and information
4. Cash back on each purchase
5. Earn points with each purchase to redeem for rewards
6. Alexa/Google Assistant notifications
7. Access to your personal shopping history
Following are the major reasons for decrease in customer loyalty which companies do not focus on:
1. End-to-end experience
2. Optimizing the basics
3. Lack of emotional connect
4. Quick complaint resolution
5. Focus on execution
6. Power to engage and retain
3. OBJECTIVES
Recognizing the vast scope of consumer behavior studies, in this study we focus on the attributes of consumer
awareness and acceptance. In the favor of a more focused approach to research and to aid understanding and extract
learnings from these concepts, this study has further chosen to focus on the brand Paravent, while examining
awareness and acceptance patterns of its existing and potential consumers. The objectives of the research are as
follows:
 To study the perception of consumers towards functional clothing considering the changing nature of the
category and the emergence of anti-viral clothing.
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 To understand the motivational drivers of consumers when it comes to brand choice decision
 To study the acceptance consumers, have towards the rising trend of using anti-viral clothing for multiple
purpose.
4. RESEARCH METHODOLOGY
For the study both primary and secondary research were conducted.
For the secondary research, various research papers were referred to in order to have a better and in-depth
understanding of the all the consumer awareness and acceptance attributes covered in the paper. A study of these
attributes gave a greater insight as to how to approach the respondents and to design a questionnaire that would yield
results in line with the objectives. Further, a brand study was also done to align the aforementioned concepts with the
brand and to be able to state Hypothesis for the primary research.
For the primary research, a sample size of 50 was taken and a questionnaire was designed and circulated through
Google forms. After the collection of responses, the Data analysis was done on SPSS. Various tests were performed
based on the objectives. Hypothesis testing was done to find out the relationship between consumer’s awareness and
acceptance about functional clothing and factors like age, profession and annual family income. Descriptive statistical
tests were performed to describe the basic features of the data received and summarize the main variables associated
with our objectives for the study. Factor analysis was performed to reduce multiple individual factors from the data
into a fewer number of dimensions in order to get concrete results as to which factors deeply influenced consumer’s
awareness and acceptance towards functional/anti-viral clothing provided by PARAVENT.
5. ANALYSIS
5.1 HYPOTHESIS TESTING
CHI SQUARE TEST- 1

Ho: There exists no relationship between the familiarity of the term dry fit and age.
H1: There exists a relationship between the familiarity of the term dry fit and age.
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
Pearson Chi-Square .625 2 .731
Likelihood Ratio .969 2 .616
25
N of Valid Cases 50
a. 4 cells (66.7%) have expected count less than 5. The minimum
expected count is .04.
Since the significance value > 0.05, we accept Ho and conclude that there is no relation between the familiarity
of the term dry fit and age.
CHI SQUARE TEST- 2
Ho: There exists no relationship between the familiarity of the term anti-viral and age.
H1: There exists a relationship between the familiarity of the term anti-viral and age.
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 11.735a 2 .003
Likelihood Ratio 5.305 2 .070
N of Valid Cases 50
Since the significance value < 0.05, we accept H1 and conclude that there is a relation between the familiarity of
the term anti-viral and age.
CHI SQUARE TEST- 3

Ho: There exists no relationship between the familiarity of the term anti-bacterial and age.
H1: There exists a relationship between the familiarity of the term anti-bacterial and age.
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
N of Valid Cases 50
the term anti-bacterial and age.
CHI SQUARE TEST- 4

Ho: There exists no relationship between the familiarity of the term stain-free and age.
H1: There exists a relationship between the familiarity of the term stain-free and age.
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Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square .194a 2 .907
Likelihood Ratio .353 2 .838
N of Valid Cases 50
of the term stain free and age.
CHI SQUARE TEST- 4
Ho: There exists no relationship between the familiarity of the term water repellent and age.
H1: There exists a relationship between the familiarity of the term water repellent and age.
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
N of Valid Cases 50
the term water repellent and age.
CHI SQUARE TEST- 5

Ho: There exists no relationship between the familiarity of the term anti-viral and profession.
H1: There exists a relationship between the familiarity of the term anti-viral and profession.
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
27
N of Valid Cases 50
of the term anti-viral and profession.
CHI SQUARE TEST- 6
Ho: There exists no relationship between the familiarity of the term pressure clothing and profession.
H1: There exists a relationship between the familiarity of the term pressure clothing and profession.
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
N of Valid Cases 50
of the term pressure clothing and profession.
CHI SQUARE TEST- 7
Ho: There exists no relationship between antiviral clothing being a necessity in pandemic for protection
from virus and profession.
H1: There exists a relationship between antiviral clothing being a necessity in pandemic for protection from virus and
profession.
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
N of Valid Cases 50
Since the significance value > 0.05, we accept Ho and conclude that there is no relation between antiviral
clothing being a necessity in pandemic for protection from virus and profession.
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CHI SQUARE TEST- 8
Ho: There exists no relationship between the preference of antiviral clothing because it is trendy and
technologically advanced and profession.
H1: There exists a relationship between the preference of antiviral clothing because it is trendy and technologically
advanced and profession.
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
Pearson Chi-Square 12.569 12 .401
N of Valid Cases 50
Since the significance value > 0.05, we accept Ho and conclude that there is no relation between the preference
of antiviral clothing because it is trendy and technologically advanced and profession.
CHI SQUARE TEST- 9
Ho: There exists no relationship between the preference of antiviral clothing because it is need of the hour
and a must have and profession.
H1: There exists a relationship between the preference of antiviral clothing because it is need of the hour and
a must have and profession
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
N of Valid Cases 50
Since the significance value > 0.05, we accept Ho and conclude that there is no relation between the preference
of antiviral clothing because it is need of the hour and a must have and profession.
CHI SQUARE TEST- 10

Ho: There exists no relationship between the willingness to pay moderately high for antiviral clothing and
profession.
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H1: There exists a relationship between willingness to pay moderately high for antiviral clothing and
profession
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
N of Valid Cases 50
Since the significance value > 0.05, we accept Ho and conclude that there is no relation between willingness to
pay moderately high for antiviral clothing and profession.
CHI SQUARE TEST- 11

Ho: There exists no relationship between the preferences of antiviral clothing because it is trendy and
technologically advanced and annual family income.
H1: There exists a relationship between the preferences of antiviral clothing because it is trendy and technologically
advanced and annual family income.
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
N of Valid Cases 50
Since the significance value > 0.05, we accept Ho and conclude that there is no relation between the preferences
of antiviral clothing because it is trendy and technologically advanced and annual family income.
CHI SQUARE TEST- 12
Ho: There exists no relationship between the preference of antiviral clothing since it saves them from the
constant hassle of sanitization and annual family income.
H1: There exists a relationship between the preference of antiviral clothing since it saves them from the
constant hassle of sanitization and annual family income
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Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
N of Valid Cases 50
Since the significance value > 0.05, we accept Ho and conclude that there is no relation between preference of
antiviral clothing since it saves them from the constant hassle of sanitization and annual family income.
CHI SQUARE TEST- 13
Ho: There exists no relationship between the preference of antiviral clothing since it is a need and must have
for all and annual family Chi-Square Tests income.
Asymptotic
H1: There exists a relationship between the
Significance
preference of antiviral clothing since it is a need
Value df (2-sided)
and must have for all and Pearson Chi-Square 30.232a 16 .017 annual family income.
N of Valid Cases 50
a. 23 cells (92.0%) have expected count less than 5. The
minimum expected count is .04.
Since the significance value < 0.05, we accept H1 and conclude that there is a relation between the preference of
antiviral clothing since it is a need and must have for all and annual family income.
CHI SQUARE TEST- 14

Ho: There exists no relationship between the willingness to pay moderately high for antiviral clothing and
annual family income.
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H1: There exists a relationship between willingness to pay moderately high for antiviral clothing and annual
family income.
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
a
N of Valid Cases 50
Since the significance value > 0.05, we accept Ho and conclude that there is no relation between willingness to
pay moderately high for antiviral clothing and annual family income.
5. 2 Descriptive Statistics:
Descriptive statistics are useful for describing the basic features of data, for example, the summary statistics for the
scale variables and measures of the data. In a research study with large data, these statistics may help us to manage the
data and present it in a summary table.
1. In this question, we asked the respondents to tick from the option mentioned below to know how aware they are
about the term “Functional clothing”. If they were aware, this question would also help us understand the midum
through which they got to know about it.
1. Are you aware of Yes, I came to know through(Tick the No Heard about
the term ‘Functional appropriate) it but don’t
Clothing?  Social Media know much
 Billboards details
 Newspaper
 Email marketing
 Word of mouth
 TV Advertisements
 College
 Research publications
Social Media
Cumulative
Frequency Percent Valid Percent Percent
Valid 32 64.0 64.0 64.0
Yes 18 36.0 36.0 100.0
Total 50 100.0 100.0
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In the table above it can be observed that 18 out of 50 respondents are aware about the term functional clothing
through social media indicating the importance social media plays in consumer awareness.
Newspaper
Billboard Cumulative
Frequency Frequency
Percent Percent Percent
Valid Percent
Valid Missing
49 System
98.0 50 98.0 100.0 98.0
No respondent out Yes 1 2.0 2.0 100.0 of 50 respondents

are aware about Total 50 100.0 100.0 functional
clothing from bill boards.
Only 1 out of 50 respondents have found the information about functional clothing through newspaper.
E-mail marketing
Frequency Percent
Missing System 50 100.0
No one has heard about functional clothing through e-

mail marketing. This shoes that these are unexplored mediums through which people could be aware.
Word of mouth
Cumulative
Valid 44 88.0 88.0 88.0
Yes 6 12.0 12.0 100.0
Total 50 100.0 100.0
6 out of 50 respondents have heard about Functional clothing through word of mouth indicating that word of mouth
still is one of the strongest medium through which information gets transferred.
Newspaper TV Advertising
Frequency Percent
No respondent out of 50 respondents got to know about
College
Cumulative
Valid 48 96.0 96.0 96.0 33
Yes 2 4.0 4.0 100.0
Total 50 100.0 100.0
2 out of 50 respondents have heard about functional clothing from their college. This could also act as one of the
important mediums to make people more aware about functional clothing.
Research Publication
Cumulative
Valid 47 94.0 94.0 94.0
Yes 3 6.0 6.0 100.0
Total 50 100.0 100.0
3 out of 50 respondents have

also found information or have read/heard about functional clothing from research publication.
30 out of 50 respondents are aware about the term functional clothing. This indicates that most of the respondents are
aware about functional clothing.
No
Cumulative
Valid 42 84.0 84.0 84.0
No 8 16.0 16.0 100.0
Total 50 100.0 100.0
8 out of 50 respondents are not

aware about functional clothing at all. That is 16% of the total respondents are not aware. This shows that most of the
Heard about it
Cumulative
Valid 39 78.0 78.0 78.0
Heard about it 11 22.0 22.0 100.0
Total 50 100.0 100.0
11 out of 50 respondents
have only heard about the term but are not completely aware. This indicates that more information about functional
clothing needs to be spread. While people have hear about it, its meaning and its utility is still unknown.
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2. In the below section we have asked consumers to represent their opinion using tick marks in the space provided for
the following statements. The results will help us understand whether consumers are aware that there are special
clothes designed to increase functionality.
2. Are you aware Yes (Tick the appropriate) No Heard about

that there are special  It is used in working in harsh climatic it but don’t
clothes designed to conditions such as extreme cold, high know much
increase functionality humidity etc. details
 Working in hazardous conditions, such as
mines, fire safety etc.
 Working in medical areas, for e.g. with
infectious diseases
 Adventure sports such as trekking,
mountaineering, tennis, swimming, cycling
etc.
 Special purpose clothes with treatments
such as anti-viral or anti-bacterial
properties
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Harsh climatic conditions 44 1 3 1.20 .509
Hazardous conditions 45 1 3 1.16 .520
Medical areas 47 1 3 1.34 .731
Adventure sports 42 1 3 1.21 .565
Anti-viral or anti-bacterial
41 1 3 1.54 .778
properties
Valid N (listwise) 40
From the Descriptive Statistics mentioned above on the factors affecting consumer awareness towards functional
clothing. The top 3 are as follows:
1. Harsh climatic conditions- People strongly agree to the fact that working in harsh climatic conditions such as
extreme cold, high humidity etc. would require superior quality and high functional clothes to withstand
climatic situations. The quality of raw materials used and the excellent workmanship of the employees
contribute to the functional value which is a very important dimension for these specially designed functional
clothes.
2. Hazardous conditions - People agree to the fact that there is a need to wear specially designed clothes for
people working in hazardous conditions, such as mines, fire safety etc. these functional clothes are worn by
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civil engineers, mine workers, mechanical engineers, etc who have to work on site of construction and deal
with hazardous conditions at times.
3. Anti-viral or anti-bacterial properties - This shows that people think that there is a dire need of specially
designed functional clothes especially due to the rising number of cases in COVID times. These clothes
having anti-viral and anti-bacterial properties will act like a shield to protect ourselves from unknown viruses.
Statistics
Anti-viral or anti-
Harsh climatic Hazardous bacterial
conditions conditions Medical areas Adventure sports properties
N Valid 44 45 47 42 41
Missing 6 5 3 8 9
Mean 1.20 1.16 1.34 1.21 1.54
Std. Deviation .509 .520 .731 .565 .778
Variance .260 .271 .534 .319 .605
Skewness 2.539 3.254 1.809 2.587 1.046
Std. Error of Skewness .357 .354 .347 .365 .369
Kurtosis 5.852 9.315 1.488 5.580 -.490
Std. Error of Kurtosis .702 .695 .681 .717 .724
Minimum 1 1 1 1 1
Maximum 3 3 3 3 3
Harsh climatic conditions
Cumulative
Valid Yes 37 74.0 84.1 84.1
No 5 10.0 11.4 95.5
Heard about it 2 4.0 4.5 100.0
Total 44 88.0 100.0
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Total 50 100.0
Hazardous conditions
Cumulative
Valid Yes 41 82.0 91.1 91.1
No 1 2.0 2.2 93.3
Total 45 90.0 100.0
Total 50 100.0
Medical areas
Cumulative
Valid Yes 38 76.0 80.9 80.9
No 2 4.0 4.3 85.1
Heard about it 7 14.0 14.9 100.0
Total 47 94.0 100.0
Total 50 100.0
Adventure sports
Cumulative
Valid Yes 36 72.0 85.7 85.7
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No 3 6.0 7.1 92.9
Total 42 84.0 100.0
Total 50 100.0
Anti-viral or anti-bacterial properties
Cumulative
Valid Yes 26 52.0 63.4 63.4
No 8 16.0 19.5 82.9
Heard about it 7 14.0 17.1 100.0
Total 41 82.0 100.0
Total 50 100.0
INTERPRETATION:
From the above descriptive analysis tables we can infer the following results:
 The results show that 74% people are aware of the fact that there are specially designed functional clothes
which are used in working in harsh climatic conditions such as extreme cold, high humidity etc.
 The results show that almost 82% people are aware of the fact that there are specially designed functional
clothes which are used in working in hazardous conditions, such as mines, fire safety etc.
clothes which are used in working in medical areas, for e.g. with infectious disease.
clothes which are used in Adventure sports such as trekking, mountaineering, tennis, swimming, cycling etc.
 The results show that 52% people are aware of the fact that there are Special purpose clothes with treatments
such as anti-viral or anti-bacterial and 14% people have heard about it somewhere.
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the following statements. The results will help us understand whether consumers are aware of the following
terminologies related to functional clothes these days.
3. Are you familiar Yes (Tick the appropriate) No Heard about

with the following  Dry-fit it but don’t
terms  Ultra-light know much
 Anti-viral details
 Anti-bacterial
 Pressure clothing
 Stain-free
 Water-repellent
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Dry-fit 50 1 3 1.42 .575
Ultra-light 50 1 3 1.62 .753
Anti-viral 50 1 3 1.38 .635
Anti-bacterial 50 1 3 1.42 .731
Pressure clothing 50 1 3 1.84 .584
Stain-free 50 1 3 1.28 .671
Water-repellent 50 1 3 1.16 .468
Valid N (listwise) 50
From the Descriptive Statistics mentioned above on the factors affecting consumer awareness towards different
terminologies used for functional clothing. The top 3 are as follows:
1. Water-repellent - People are aware about the water repellent quality of functional clothes which are helpful for
various underwater activities.
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2. Dry-fit- These days people are highly into fitness and follow various fitness routine like gymning, yoga,
Zumba etc. People agree that dry fit clothes can be used to absorb sweat during these sessions.
3. Pressure clothing- This shows that people are aware of pressure garments which are worn after a burn to
control scarring, to help the scar mature, and to improve the look of your injured skin. This is done by putting
direct pressure on the skin; thus, the garments need to fit tightly in order to work well.
Dry-fit
Cumulative
Valid Yes 31 62.0 62.0 62.0
No 17 34.0 34.0 96.0
Total 50 100.0 100.0
Ultra-light
Cumulative
Valid Yes 27 54.0 54.0 54.0
No 15 30.0 30.0 84.0
Heard about it 8 16.0 16.0 100.0
Total 50 100.0 100.0
Anti-viral
Cumulative
Valid Yes 35 70.0 70.0 70.0
No 11 22.0 22.0 92.0
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Total 50 100.0 100.0
Anti-bacterial
Cumulative
Valid Yes 36 72.0 72.0 72.0
No 7 14.0 14.0 86.0
Heard about it 7 14.0 14.0 100.0
Total 50 100.0 100.0
Pressure clothing
Cumulative
Valid Yes 13 26.0 26.0 26.0
No 32 64.0 64.0 90.0
Heard about it 5 10.0 10.0 100.0
Total 50 100.0 100.0
Stain-free
Cumulative
Valid Yes 42 84.0 84.0 84.0
No 2 4.0 4.0 88.0
Heard about it 6 12.0 12.0 100.0
Total 50 100.0 100.0
41
Water-repellent
Cumulative
Valid Yes 44 88.0 88.0 88.0
No 4 8.0 8.0 96.0
Total 50 100.0 100.0
INTERPRETATION:
From the above descriptive analysis tables, we can infer the following results:
 The results show that 62% people are aware of the fact that there are specially designed functional clothes
having dry-fit properties which can absorb sweat easily after any kind of extensive physical activity.
clothes having ultra- light properties which can be used for various adventure sports like outdoor backpacking
and trekking activities.
clothes having anti-viral quality which can be used for protection against infectious disease.
clothes having anti-bacterial properties which can be used as a shield against different bacteria entering our
body.
 The results show that only 26% people are aware of the fact that there are Special purpose pressure clothing
which are worn after a burn to control scarring, to help the scar mature
clothes having stain-free quality
clothes having Water-repellent which is excellent for underwater activities.
the following statements. The results will help us understand about consumer’s acceptance towards anti-viral clothing
due to various reasons.
42
4. Please select the most appropriate option for Anti-viral clothing.
Anti-viral clothing is used for protecting ourselves against unknown bacteria and viruses.
Strongly Disagree Neutral Agree Strongly

Disagree Agree
Anti-viral clothing is necessary in
pandemic for protection from virus
It is trendy and technologically advanced
It is necessary for the type of my job with

lot of public interaction /outdoor activities
Anti-viral clothing would save me from

constant hassle of sanitization
Anti-viral clothing is the need of the hour
and must-have for all
I am willing to pay moderately higher price
for functional clothing
Brand name is important for me in buying
such special-purpose clothing
Functionality, certifications and
testimonials are important for me in buying
functional clothing
I would like to buy customised functional
clothing that suit my specific requirements
5.3 Factor Analysis
Factor analysis is a technique to reduce data and summarizing data. Factor analysis was performed to reduce multiple
individual factors from the data into a fewer number of dimensions in order to get concrete results as to which factors
deeply influenced consumer’s awareness and acceptance towards functional/anti-viral clothing provided by
PARAVENT.
The technique employed for the analysis is outlined below.
a. Correlation Matrix:
 The correlation table exhibits the Pearson correlation coefficient signifying the strength of relation between all
the variables chosen for the study.
b. Kaiser-Meyer-Olkin test:
 The Kaiser-Meyer-Olkin test [CITATION Kai70 \t \l 1033 ] is applied to study the sample adequacy. The KMO
values range from 0 to 1 and acceptable value for KMO tests is 0.5 and higher values [CITATION Kai74 \t \l 1033
].
c. Bartlett’s test of sphericity:
 The Bartlett’s test of sphericity tests for normality of multivariate data in use for factor analysis.
43
 It actually compares the observed correlation matrix to the identity matrix (theoretical matrix is matrix in which
all of the diagonal elements are 1 and all non- diagonal elements are 0), to elaborate the test may be used to
check if there is a redundancy in the variables considered and can the analysis be conducted in a fewer
variables [ CITATION Bar37 \l 1033 ].
d. For suitability of data, the Bartlett’s statistic must be significant (which means p<0.05). Total Variance
Explained
 This table lists the Eigen values linked with each factor before and after extraction and also after rotation.
 The eigenvalue for a given factor measures the variance in all the variables which is accounted for by that
factor.
e. The Rotated Component Matrix:
 It shows the factor loadings for each variable.
 Across each row the factor on which the variable loaded most strongly was selected.
 At this stage variables with loadings lesser than .500 were discarded.
f. Factor Loadings:
 The factor loadings indicate how the extracted factor is associated with the initial variables used as input for the
analysis.
 Higher factor loadings indicate higher representation of the variables by the factor and lower value are not
considered representative [CITATION Wen02 \l 1033 ].
 Negative factor loadings indicate that a factor represents the opposite of the variable chosen for study
[CITATION Dar06 \l 1033 ].
g. Rotation:
 Rotation causes the factors to differentiate more clearly which is essential to facilitate interpretation.
 Varimax is the most popular technique of rotation which minimizes extreme loadings, (either very high or low)
on a factor and hence it makes it possible to identify a variable with a factor[ CITATION Mor07 \l 1033 ].
h. Communality:
 The communalities of a variable are calculated by summing up the squared loadings for that variable.
 The communality of a variable indicates what proportion of variation in input variables has been explained by
the extracted variables.
Higher communality values indicate that the analysis explains the variable better [CITATION Adv \l 1033 ]. Values
greater than 0.7 are considered ideal for smaller samples and 0.6 for larger samples[CITATION Kai74 \t \l 1033 ].
a. Correlation Matrix
The correlation coefficient can range from -1.0 to +1.0. A correlation of -1.0 indicates that the value of one variable
decreases as the value of the other variable increases. A correlation of +1.0 indicates that when the value of one
variable increases, the other variable increases. Positive correlation coefficients less than 1.0 mean that an increasing
value of one variable tends to be related to increasing values of the other variable, but the increase is not regular.
The correlation table exhibits the Pearson correlation coefficient signifying the strength of relation between all the
variables chosen for the study. It was established that there was no problem of singularity in data as none of the
correlation coefficients were more than 0.8.
44
KMO and Bartlett's Test
b. Kaiser-Meyer-Olkin test: The Kaiser-Meyer-Olkin test [CITATION Kai70 \t \l 1033 ] is applied to study the sample
adequacy. The acceptable value for KMO tests is 0.5 and higher values
c. Bartlett’s test of sphericity:
The test may be used to check if there is a redundancy in the variables considered and can the analysis be conducted
with fewer variables. For suitability of data, the Bartlett’s statistic must be significant (which means p<0.05).
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling

.703
Adequacy.
Bartlett's Test of Approx. Chi-Square 116.117

Sphericity
df 36
Sig. .000
The sample was established as accurate as the KMO values range from 0 to 1 and acceptable value for KMO tests is
0.5 and higher values, and the KMO value was 0.703
While for suitability of data, the Bartlett’s statistic must be significant (which means p<0.05). The Bartlett’s statistic
value was significant as shown in the table above.
45
d. Total Variance
This table lists the Eigen values linked with each factor before and after extraction and also after rotation. The
eigenvalue for a given factor measures the variance in all the variables which is accounted for by that factor. The
first three components with Eigen Values more than 1 were extracted, which defined the 63.780% of variance.
e. The Scree plot
The Scree plot indicates the importance of each component. In the plot it is seen that 3 key components show the most
variance in data. Using Kaiser’s Criteria (components with squared deviance > 1) only the first five components were
deemed important. These explained approximately 63.780 % of the variation in the data thus offering a valuable
insight into the majority trends in the data.
f. Rotated Component Matrix:
46
Shows the factor loadings for each variable. Across each row the factor on which the variable loaded most strongly
on was selected. Variables with loadings < .300 were discarded.
The factor loadings indicate how the extracted factor is associated with the initial variables used as input for the
analysis. Higher factor loadings indicate higher representation of the variables by the factor and lower value are not
considered representative. Negative factor loadings indicate that a particular factor represents the opposite of the
variable chosen for study. Rotation causes the factors to differentiate more clearly which is essential to facilitate
interpretation.
Rotated Component Matrixa
Component
1 2 3
Necessary in pandemic
.328 .702 -.103
for protection from virus
Trendy and
.155 .037 .887
technologically advanced
Necessary for the type of

my job with lot of public .737 -.054 -.230
interaction
Save me from constant

.722 .292 .197
hassle of sanitization
Need of the hour and

.725 .300 .201
must-have for all
Willing to pay moderately

.649 .041 .271
higher price
Brand name is important .592 .078 .427
Certifications and
-.044 .841 .012
testimonials are important
Buy customized
functional clothing that
.144 .690 .419
suit my specific
requirements
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.
47
Table: Components extracted from factor analysis
Social and Personal value

Utility factor Style
Necessary for the type Certifications and Trendy and

of my job with lot of testimonials are important technologically advanced
public interaction
Save me from constant Buy customized functional
hassle of sanitization clothing that suit my specific
requirements
must-have for all
Willing to pay
moderately higher
price
Brand name is
important
Thus there are two groups in which these factors have been divided, the last group i.e. Style is discarded as it has only
one factor. The two main factors which shows consumer’s awareness and acceptance towards functional/anti-viral
clothing provided by PARAVENT are:
1. Utility factor
2. Social and Personal value
g. Communality:
The communality of a variable indicates what proportion of variation in input variables has been explained by the
extracted variables. Higher communality values indicate that the analysis explains the variable better. Values greater
than 0.7 are considered ideal for smaller samples.
 The communalities of a variable are calculated by summing up the squared loadings for that variable.
 The communality of a variable indicates what proportion of variation in input variables has been explained by
the extracted variables.
 Higher communality values indicate that the analysis explains the variable better. Values greater than 0.7 are
considered ideal for smaller samples and 0.6 for larger samples.
Table: Communalities
Communalities
48
Initial Extraction
Necessary in pandemic
1.000 .611
for protection from virus
Trendy and
1.000 .812
technologically advanced
Necessary for the type of

my job with lot of public 1.000 .599
interaction
Save me from constant

1.000 .646
hassle of sanitization

1.000 .656
must-have for all
Willing to pay moderately

1.000 .497
higher price
Brand name is important 1.000 .539
Certifications and
1.000 .709
testimonials are important
Buy customized
functional clothing that
1.000 .672
suit my specific
requirements
Extraction Method: Principal Component

Analysis.
Thus, while analysing the most important factors we have chosen Necessary in pandemic for protection from virus,
Trendy and technologically, Save me from constant hassle of sanitization, Need of the hour and must-have for all,
Certifications and testimonials are important and Buy customized functional clothing that suit my specific
requirements
9. Which of the following Anti-viral products would you like to purchase from the options given below?
Product Category Price Range
T-shirts Rs. 1200-1500 
Hoodies/Jackets Rs 3500-5000 
49
Shirts Rs. 1700-1800
Trousers Rs 2500-5000
Face mask Rs. 250-400
Socks Rs. 300-400
Track pants
Sports shorts
Hand gloves
From the above bar graph, we can infer the following results:
1. T-shirts and Face masks are the most preferred products when it comes to anti-viral clothing. The demand for face
mask is here to stay to protect ourselves from this pandemic.
2. The next preferred product is Shirts. With the whole world coming back to normal life, people will start going to
office from next year and formal shirts having anti-viral properties will be the need of hour specially for people into
service and business.
3. Hoodies/Jackets, socks and trousers are all equally in demand by 10% of the sample data.
50
CONCLUSION
With change in time, the consumer taste, preferences, choices and the aspects that determine purchasing
decisions also change. With wide spread technology and with everything being digital, dissemination of
information about new products, new technologies is first spread through the internet and social media.
Consumer awareness becomes one of the most important factors when a brand or a company wants to assess
the acceptability as well as the demand of the product introduced. Awareness is best spread through social
media and the internet. Consumer trends as observed in 2020 vary a lot from previous year due to the
pandemic. Most of the consumers have now started expressing their purchasing decision relying more on the
safety than the product quality. People have now started buying online more than ever to ensure that they are
at home and they aren’t exposing themselves to the virus.
Consumer acceptance on the other hand, comes when the consumer has enough knowledge and at the same
time, is also willing to try and test the product. Through this paper it was observed that functional clothing is
something that a lot of people are aware about, however didn’t know that it could be used for casual, regular
purposes as well. With the increasing paranoia around the pandemic, people are purchasing product based
on how safe they are, the utility as well as the price points of these products.
It has been also studied, that people would prefer clothes that are customised to their needs and would at the
same time offer utility. Moreover, with health being the most important thing, anything that indicates health
and wellness is something consumers get attracted to. Moreover, consumers have also started giving greater
importance to the ethics of the brand. Sustainability is also a factor consumer’s base their buying decision
on.
The idea of function clothing, as observed seems to have great acceptability for reasons like it being a
necessity in the pandemic. Further, consumers would also prefer t-shirts and masks when it comes to
functional clothing.
Anti-viral garments is something that as observed, can have a wide market demand if the product are
marketed and targeted well. Most of the consumers would be willing to pay extra to ensure their utmost
safety when they step out of their houses. The idea of stepping out without the paranoia is something most of
the consumers have expressed. However, consumers need to be more aware about the very concept as well
as the protection anti-viral clothing offers.
The brand consumers are making purchases from also makes a lot of difference as interpreted from the
study. Therefore, it is very important for a brand to not only ensure that people are aware about functional
clothing as a whole, but also more about the brand. Consumers are more inclined towards brands they have
made purchases from due to the safety that they offer as well as the trustworthiness relied on them. Thus, it
is necessary for the brand to establish a name in the market using correct branding, marketing tools as well
as developing the right brand identity.
To conclude, the pandemic has brought drastic changes in the way consumers are accepting and buying new
products, with these changing environment, marketers need to conduct survey to understand the change of
perception and attitude so as to offer products that suit consumer demands and needs.
51
8. REFERENCES
Barroso, A. (2007). Advertising and Consumer Awareness of a New Product. london : Harvard University.
covid 19 will reboot world into virtual reality . (2020, october 26). Retrieved from kiran mazumdar shaw:
https://economictimes.indiatimes.com/news/company/corporate-trends/covid-19-will-reboot-world-into-
virtual-reality-kiran-mazumdar-shaw/articleshow/75223254.cms?from=mdr
Danilo Marcello Schmidt*, P. B. (2016). Focusing Aspects of Customer Acceptance for Planning Product-Service.
germany: Institute of Product Development, Technical University of Munich, Boltzmannstraß.
Danilo Marcello Schmidt, P. B. (2015). PSS for influencing customer barriers and acceptance. Journal of Economics
Business and Management.
Dr.G.Nedumaran. (2019, November). Consumer Awareness. Retrieved from Research Gate:

https://www.researchgate.net/publication/337158929_CONSUMER_AWARENESS_AMONG_COLLEGE_STUD
ENTS_AN_OVERVIEW#:~:text=Consumer%20awareness%20means%20being%20conscious,%2C%20price%2C
%20potency%2C%20purity%20and
Dr.R.Dharmaraj, M. M. (2018). A Study on Consumer Awareness towards Online Shopping in valore. morapur:
MORAPPUR KONGU COLLEGE OF ARTS AND SCIENCE, Morappur.
how is covid 19 impacting consumer payment preferences . (2020, october 25). Retrieved from paysafe:
https://www.paysafe.com/en/blog/how-covid-19-is-impacting-consumer-payment-preferences/
joshi, n. (2020, october 26). will covid 19 change the fate of virtual reality and augmented reality. Retrieved from
economic times: https://cio.economictimes.indiatimes.com/news/next-gen-technologies/will-covid-19-
change-the-fate-of-virtual-reality-and-augmented-reality/75177197
M., A. (2020, April 10). 11 Product Personalization Trends In 2020. Retrieved from Productimize:
https://productimize.com/blog/product-personalization-trends-2020/
Pat Conroy, K. P. (2020). Consumer product trends. deloitte.
Poranki, K. R. (2015). The Impact of Brand Awareness on Customer Satisfaction: A Case Study of Godfrey Phillips
India Limited, India. research journal of social science.
RAMANAN, V. (n.d.). bloncampus. Retrieved from https://bloncampus.thehindubusinessline.com/
Shankar, T. M. (2016). AN EMPIRICAL STUDY ON CUSTOMER AWARENESS, PREFERENCE AND SATISFACTION.

International Journal of Engineering Research and Modern Education .
villegas, s. (2020, october 26). how covid 19 has accelerated digital payments around the world. Retrieved from
digital commerce 360: https://www.digitalcommerce360.com/2020/08/26/how-covid-19-has-accelerated-
digital-payments-around-the-world/
covid 19 and indian consumer behaviour . (2020, october 22). Retrieved from community nasscom:
https://community.nasscom.in/communities/covid-19/covid-19-and-indian-consumer-behavior.html
52
customer loyalty schemes in a new world what covid 19 has taught us. (2020, october 25). Retrieved from financial
express: https://employeebenefits.co.uk/customer-loyalty-schemes-in-a-new-world-what-covid-19-has-
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e commerce witnesses 17 growth post covid 19. (2020, ocotber 23). Retrieved from express computer:
https://www.expresscomputer.in/internet/e-commerce-witnesses-17-growth-post-covid-19-65-growth-in-
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landscape.a6674/
53

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FBM ASSIGNMENT 2

Under the supervision of

Department of Fashion Management Studies

TOPICS PAGE NO.

[ CITATION Dan15 \l 16393 ]

[ CITATION Pat20 \l 16393 ]

The recent trends amongst consumers are as follows:

5. Increased resource shortages and commodity price volatility

Through this survey, the top seven benefits identified were:

1. Free shipping and free returns

CHI SQUARE TEST- 1

CHI SQUARE TEST- 3

CHI SQUARE TEST- 4

CHI SQUARE TEST- 5

CHI SQUARE TEST- 10

CHI SQUARE TEST- 11

CHI SQUARE TEST- 14

No respondent out Yes 1 2.0 2.0 100.0 of 50 respondents

No one has heard about functional clothing through e-

No respondent out of 50 respondents got to know about

3 out of 50 respondents have

8 out of 50 respondents are not

2. Are you aware Yes (Tick the appropriate) No Heard about

N Minimum Maximum Mean Std. Deviation

Harsh climatic conditions 44 1 3 1.20 .509

Hazardous conditions 45 1 3 1.16 .520

Medical areas 47 1 3 1.34 .731

Adventure sports 42 1 3 1.21 .565

Mean 1.20 1.16 1.34 1.21 1.54

Std. Deviation .509 .520 .731 .565 .778

Variance .260 .271 .534 .319 .605

Skewness 2.539 3.254 1.809 2.587 1.046

Std. Error of Skewness .357 .354 .347 .365 .369

Kurtosis 5.852 9.315 1.488 5.580 -.490

Std. Error of Kurtosis .702 .695 .681 .717 .724

Harsh climatic conditions

Valid Yes 37 74.0 84.1 84.1

No 5 10.0 11.4 95.5

Heard about it 2 4.0 4.5 100.0

Total 44 88.0 100.0

Valid Yes 41 82.0 91.1 91.1

No 1 2.0 2.2 93.3

Heard about it 3 6.0 6.7 100.0

Total 45 90.0 100.0

Missing System 5 10.0

Valid Yes 38 76.0 80.9 80.9

No 2 4.0 4.3 85.1

Heard about it 7 14.0 14.9 100.0

Total 47 94.0 100.0

Missing System 3 6.0

Valid Yes 36 72.0 85.7 85.7

Heard about it 3 6.0 7.1 100.0

Total 42 84.0 100.0

Missing System 8 16.0

Anti-viral or anti-bacterial properties

Valid Yes 26 52.0 63.4 63.4

No 8 16.0 19.5 82.9

Heard about it 7 14.0 17.1 100.0

Total 41 82.0 100.0

Missing System 9 18.0

3. Are you familiar Yes (Tick the appropriate) No Heard about

N Minimum Maximum Mean Std. Deviation