Chapter 6 Summary of Findings

6. 1 Summary of Findings from the Primary Research

Following are the summary from the Hypothesis test and other analysis which have
been tested. Following are the important summary of finding of the study.

1. Nearly 70% of the respondents have buy online because of Convenience /

Time Saving, easy product and price comparison. In fact that’s why people
choose online fashion apparel compared to offline.
2. While nearly 80% of the respondents have preference for branded apparels
than unbranded apparels, only 20% have preference for a specific brand. This
is an eye opener for the companies in the business of retail apparel sector.
They cannot sit back and do the marketing in the traditional manner. In fact
they should be proactive in their marketing techniques as they cannot take the
customers for granted as they have a high sense of fickleness within the
different apparel brands
3. Good Image of the brand is by and large the most prominent factor for brand
preference. This is followed by good advertising for the brand, good sales for
the brand and value for money vis-à-vis price of the brand, in that order. Thus,
the companies in apparel retail sector ought to invest too much on betterment
of image of their brands whatever techniques they feel suitable.
4. Nearly 95% of the respondents believe that advertising is an effective medium
of creating brand preference among consumers. Thus, retail apparel companies
should not definitely forget that good advertising is necessary both for good
brand images as well as for customer awareness and consciousness.
5. Nearly 65% of the respondents agree to the fact that endorsement by
celebrities does affect their brand preference. Thus, retail apparel companies
should invest in signing contracts with the celebrities as this not only gives
publicity to the brands but increase the image of the brand which again is
important for brand preference.
6. Majority of the respondents also agrees that gimmicks and publicity stunts
have effect on their brand preference. Thus, retail apparel companies should
invest in some awesome gimmicks and publicity stunts for increase the image
of brand which again important for brand preference.
7. Nearly 80% of the respondents agree that sales promotion does affect their
preference for the brand. Thus, retail apparel companies should invest heavily

A Study on Online Buying Behaviour in Fashion and Apparel Industry Page 145
 on sales promotion techniques, especially the free goods and gifts and visual
merchandising.
8. Nearly 79% of the respondents agree that the price of the brand plays a very
significant role in creating preference for the brand. This, apparel retail
companies should focus on the affordability of their brands as only then they
can reach the masses and maximize their revenues through higher sales and
volumes.
9. The preference towards for apparel shopping model of retailing is not
dependent on Gender, Age, Monthly Income and Occupation.
10. The perception that online retail format saves time and an effort in apparel
shopping is not depended on Gender, Age, Monthly Income and Occupation.
11. The perception that online retail format provides better deal for online
shopping is not dependent on Gender, Age, Monthly Income and Occupation.
12. There is no significant difference in perception towards prefer online shopping
as compared to offline shopping due to different factors among Gender, Age,
Occupation and Monthly Income.
13. There is no significant variance in perception towards different factors among
Gender, Age, Occupation and Monthly Income.
14. There is no significant difference in perception towards uncertain about
receiving the same products as the ordered online among Gender, Age,
Occupation and Monthly Income.
15. There is no significant difference in perception towards different factors
influence you to purchase apparel among Gender, Age, Occupation and
Monthly Income.
16. There is no significant difference in perception towards different brand while
shopping online for apparels as compared to offline shopping among Gender,
Age, Occupation and Monthly Income.
17. There is no significant difference in perception towards effect of advertising
while shopping online for apparels as compare to offline shopping among
Gender, Age, Occupation and Monthly Income.
18. There is no significant difference in perception towards effect of sales
promotion while shopping online for apparels as compare to offline shopping
among Gender, Age, Occupation and Monthly Income.
19. There is no significant variance in perception towards effect of price while
shopping online for apparels as compare to offline shopping among Gender,
Age, Occupation and Monthly Income.
20. There is significant variation in perception towards product variety while
shopping online for apparels as compared to offline shopping among different
occupation.
21. There is significant variation in perception towards Offers/discounts/schemes
while shopping online for apparels as compared to offline shopping among
different Monthly Income wise.
22. There is significant difference in perception towards Ease of Payments while
shopping online for apparels as compared to offline shopping among gender.
23. There is significant variation in perception towards Brand preference
influenced by someone else while shopping online for apparels as compared to
offline shopping among age group.
24. There is significant difference in perception endorsement by celebrities affect
purchase online while shopping online for apparels as compared to offline
shopping among gender.
25. There is significant variation in perception towards brand preference is
affected by the advertising of the brand while shopping online for apparels as
compared to offline shopping among age group.