Neha Upreti - 18
Shrestha Runthala - 28
Surbhi Modi - 31

We would like to acknowledge our
faculty of Fashion Marketing, Mr. Shiv
Kumar Belli, for helping ,guiding, &
motivating us to do the following
assignment. We are also grateful to
him for giving us this assignment
which greatly helped in increasing our
knowledge regarding the subject

Research Methodology
Theoretical Background
Analysis & Interpretation
References/ Annexure

Consumer Behaviour

Consumer behaviour is the study of individuals,
groups, or organizations and the processes they use
to select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy needs and
the impacts that these processes have on the
consumer and society.
It blends elements from psychology, sociology, social
psychology, anthropology and economics.
It attempts to understand the buyer decision making
process, both individually and in groups.
It studies characteristics of individual consumers such
as demographics and behavioural variables in an
attempt to understand people's wants.

Consumer Behaviour
Towards purchase
Of Fashion apparels &


This is a report on research into consumer behaviour when
purchasing fashion apparels & products.
Of particular interest is the use consumers make of
information available to them for assisting them decide
which products to purchase.
The report also studies various buying habits of consumers
mostly in urban cities regarding fashion apparels &
On the basis, of the primary research in the form of mail
surveys & in person questioning, analysis & interpretation
is followed such that we are able to present the whole
information sophistically & in simple representation
through graphs & pie charts.
To conclude, suggestions have been made in order to help
consumers as well as fashion marketers to establish a more
better relationship between a layman’s knowledge about
fashion & their affecting buying habits.

Here, the study of consumers {in context of
fashion} will help firms and organizations
improve their marketing strategies by
understanding issues such as how
 the socio-economic and demographic patters
of consumer fashion goods usage in the
 the factors which contribute to and inform
consumer decisions to enter into the
purchase of such goods;
 the factors which determine choices between
fashion providers and fashion products; and
 the manner in which various sources’
information is being used by consumers.

Research Methodology

Market research is often needed to ensure that we
produce what customers really want and not what we
think they want.
A Primary research was designed and conducted in the
form of direct survey with the consumers. This
component was interested in gaining a scan of the
market environment. A sampling was taken of the
information provided to consumers to influence
consumer choice.
This Primary Method involved use of several tools as
available to a market researcher—e.g., mail
questionnaires, phone surveys, observation, and focus
This survey contained several open-ended & closeended questions.
Here, for this survey to yield meaningful responses, a
sample size of 25 was undertaken because precision
was essential. The samples were taken over a week’s

Focus groups are useful when
the marketer wants to
launch a new product or
modify an existing
one. Thus, here the focus
group was basically the
urban chic population of
some selected Indian
Metropolis viz. Hyderabad,
Mumbai, Delhi, Allahabad,
& Bangalore
Here, the questionnaire
contained questions
regarding his/her
demographics, their source
of information about
fashion, & all the W
questions regarding their

Theoretical Background

The first objective of this study of consumer
behavior regarding the purchase of fashion
apparels & products was to list down about the
demographics of the targeted audience.
Demographics are clearly tied to subculture and
segmentation. Here, however, we shift our focus
from analyzing specific subcultures to trying to
understand the implications for an entire
population of its makeup.
Demographic variables essentially refer to
personal statistics such as income, gender,
education, location (rural vs. urban, East vs.
West), ethnicity, and family size. Thus, they
illustrate the reality that social status is a
complex variable that is determined, not always
with consensus among observers, by several
different variables.

The next category falls in for the source of
information from where people seek knowledge
regarding fashion products. Since a regular
office going person & a layman has almost
negligible noesis about what fashion actually
deals with, he/she seeks information from
various sources. Thus, the main objective here
was to know about how many people adhere to
source or find about fashion world.
 The next issue comes here about the actual
buying habits of the consumers, where all what,
where, how, when, related questions were
asked to the targeted population, so as to help
develop various marketing strategies for the
fashion producers & marketeers.

The behaviour of lower and higher income consumers

We found, somewhat surprisingly,
that the behaviour of consumers
when making decisions about
purchasing fashion goods, is
largely the same, regardless of
income category or gender or
whether they reside in
metropolitan or non-metropolitan
areas. There are some differences
in behaviour, but these tend to be
confined to a relatively low
number of circumstances. It
appears from the focus group
responses that, to the extent that
there are differences in behaviour
of the income groups, lower
income consumers may be more
inclined to buy goods they are
offered without question because
they believe it is the only product
they will be offered.

Analysis & Interpretation

Demographic: People in this survey are mostly
singles & a few were married in their peak
earning years. Almost one-third of the
population is between the ages of 20 and 25;
following to it the next age group 30 -35 yrs.;
median age is 24 years.
Most of the households are empty nesters. This
segment is overwhelmingly Indian, belonging to
Indian metropolis viz. Delhi, Bangalore,
Mumbai, Hyderabad, Allahabad.
It follows that this market is highly educated.
More than 80 percent of the adult population
(aged 22 years or older) has at least a
bachelor's degree & were mainly in software &
management fields. A very few of them were


h e n a ske d a b o u t th e ir la te st
p u rch a se o f a n y fa sh io n ite m , m o st
o f th e m b o u g h t b ra n d e d t-sh irts &
sh irts, n ext h ig h e st g ro u p in th is
ca te g o ry w a s w h o p u rch a se d
d e sig n e r w a tch e s. V e ry fe w o f th e m
p u rch a se d a cce sso rie s like b e lts,
e a rrin g s, su n g la sse s, & so m e
g a d g e ts.
W h e n a ske d th e a u d ie n ce a b o u t th e
cu rre n t tre n d th e y lo ve d & th e o n e
w h ich th e y d e te st, a lm o st h a lf o f
th e p o p u la tio n re p lie d th a t th e y h a d
n o id e a a b o u t th e cu rre n t tre n d s a s
th e y w e re m o stly ke e p in g o ff-tra ck
fa sh io n w o rld . M o st p o p u la r cu rre n t
tre n d a m o n g th e o th e rs w a s u se o f
e co lo g ica lm a te ria ls, d a rk co lo rs,
In d ia n e th n ic K u rtis, fo rm a ls, h a lf
p a n ts, e tc . S o m e d id re p lie d a b o u t
th e cu rre n t tre n d s th e y d e te st to o
w h ich in clu d e d fa n cin e ss, w id e -le g
je a n s, b ig su n g la sse s, sca llo p s, g u ys
w e a rin g sto le s e tc .

No. of persons

When analyzed how the
targeted people perceived
fashion as, people had
varied opinions, from
attitude, self-expression,
style, elegance, simple, hifi, ephemeral, classic,
designer, branded,
comfort, etc. A very less,
almost negligible did even
reply that they were
indifferent to fashion.
When a close-ended question
of what the targeted
audience looked forward in
fashion was asked, almost
one-third of them replied
affirmatively comfort,
following to it was style.
Elegance was mostly
chosen by professionals in
the age of 30-35 yrs. & a
few did select quality too.

For the almost one third of the
population movie actors/
celebrities (viz. SRK, Hrithik,
Aishwarya, ) played the role of
defining fashion in most exotic
way. Only one of them found
couturiers as defining fashion in
most exotic way.
Nearly 70% of the population said
that they don’t read or
subscribe to any fashion
magazines. A few did reply
positively to read magazines
like vogue, Cosmo. Etc.
Most of the people here don’t
watch any fashion-centric TV
programmes. A few do watch
channels like FTV, MTV,
Electronic Gadgets on NDTV,
Lifestyle on CNBC TV 18.
Almost everybody has never
attended any fashion events,
except for a few who have been
to NIFT fashion shows.

Half of the targeted
population had no clue
about fashion website. A
few follow designer
websites for specific
information ( D&,
ralph lauren,
 Almost two-third of the
population said that they
purchased most of their
fashion apparels &
products from malls. A
few said they go to
designer boutiques
stores & for street
shopping. There was only
1 who agreed on
purchasing articles

No. of


No. of

The disposable income of
most of targeted
population in purchase
of fashion apparels
&products was some
around Rs.1000 to
Rs.5000. Some spent
below Rs. 1000 who
were basically students
& very less of them said
they spent above
Almost cent percent of the
population purchase
fashion apparels &
products only on
occasions, because of
their tight schedules
some find time for
shopping rarely only.
People in below 18 yrs.
Of age as students &
some in their early 20s
do agreed that they
purchased articles quite

No. of

Half of the population in this
survey mentioned that they
self-assess for guidance in
puchasalof fashion apparels
& products. Few refer their
family & friends & one fourth
of the population said that
they look on celebrities &
fashion leaders for fashion


From the whole survey we found that
people define fashion in their own
expressions. The middle age male
population, hardly bothers about the
latest trends and look more for style &
comfort. Most of the women in their midtwenties are a little more fashion
inclined than men.
Despite their negligible knowledge about
fashion, most of the targeted population
invest only on branded fashionable
clothing & products, as they don’t want
to risk spending elsewhere.

As most of the targeted population works therefore,
they are not able to keep track of the latest trends.
They are just laymen to the actual field of fashion
despite living in metropolis. A few had a little idea
about fashion, but that was just in general what they
see on street.
Because of the consequences of recession & price hikes,
people spend a very less amount of their disposable
income in shopping of fashion goods. Only a few
manage to bend on costly designer wears. Most of
them do not want to give high prices for branded
products & just want to do with cheap knock-offs.
Only students & few in their early twenties looked in
celebrities & fashion leaders as their ideals.

Because of their busy schedules &
their tight packed routines,
professionals hardly bothered of
keeping track to fashion
magazines, fashion-centered TV
programmes, or online sites. It was
just students who looked in to
source information regarding
fashion. The question of attending
fashion shows was not worth
asking at all since almost everyone
declined of going to any as they
are not at all related to fashion
Malls provide a very good source for
purchasing fashion articles for
most of the urban population
because of the time constraint they
have. They cant afford spending so
much time on going & look for
products on streets or else. They
just directly go & select whatever

When we look onto the time interval
after which they go for purchasing, we
see the same reason of their time
constraint which binds them with their
work & thus most of them prefer going
for purchasing only on occasions.
 Living in metros, people have started
self-assessing what they want to have
when they are going for purchasal of
fashion goods keeping in mind their
tastes & preferences. They hardly refer
to their friends, family or celebrities.

As the population is not
very fashion literate, we
would like them to
become more aware of
what’s in & out in the
fashion world by
subscribing to magazines
& follow fashion online.
 The fashion industry needs
to focus on inviting the
populace to fashion
events rather than just
celebs. They can organize
events at work places &
offices to educate laymen
about fashion.

References/ Annexures

India : Shopping Malls create fashion awareness
February 16, 2007
Shopping malls of Lucknow have become the focal point for creating fashion
awareness and bringing on a retail boom in Lucknow.
The advent of mall culture in the city has given a boost to the fashion scene as it
keeps people abreast of latest fashion trends.
Lucknowites pick up fashion trends just as well now as their metro counterparts –
from shrugs to trench coats to boots and stilettos.
Lucknowites have become more fashion conscious due to increase in purchasing
power and mall culture, said Lucknow-based fashion designer Asma Husain.
Lucknow is considered as a lucrative market to launch new products and most
companies target Lucknow to launch their latest collections, said Amit Jaiswal,
supervisor at Lucknow branch of a UK-based retail chain.
Well-known fashion brands have put up shop with many celebrities coming in to
inaugurate showrooms in the city, observes Chandni Verma, student and party
Exposure to media has helped to keep up with changing fads and with page 3
parties becoming a hit, making a style statement has also gained importance,
Asma said.


Educational Qualification:
Marital Status:
How do you perceive Fashion as? 
What do you look forward in
 Style
 Comfort
 Elegance
 Quality 
What was the last article of fashion
clothing or accessory you
What current trend do you love the
most & the current trend you
Who do you think defines fashion in
the most exotic way? 
Do you read or subscribe to any
Fashion magazines? If yes, which
What is your fave style or fashioncentric television program? 

Do you attend any Fashion events? If yes, which
one was the last you visited to? 
Which websites do you think provides the most
relevant information for Fashion apparels &
Where do you generally shop for Fashion
apparels & products?
 Malls
 Online
 Designer stores/ boutiques
Street Shopping 
How much do you spend on your purchase?

Below Rs.1000
 Up to Rs. 5000
 Rs. 5000 & above 
How often do you purchase?
 Occasionally
 Quite often

Whom do you often refer to before purchase?

Family/ friends
Celebrities/ Fashion Leaders

Sign up to vote on this title
UsefulNot useful