Consumer Behavior Assignment

Group No: 8

Group member name Roll no:

Vishal Jesani 19060
Shivani Bilware 19054
Karan Suvarna 19065
Mihir Ramavat 19034
Palak Rathore 19041
TO STUDY THE CONSUMER ATTITUDES TOWARDS
APPAREL BRAND AND ITS IMPACT
 DEFINITIONS:
CONSUMER:

A consumer is a person or a group who intends to order, orders, or uses purchased goods, products, or
services primarily for personal, social, family, household and similar needs, not directly related to
entrepreneurial or business activities.

ATTITUDE:

In psychology, attitude is a psychological construct, a mental and emotional entity that inheres in, or
characterizes a person. They are complex and are an acquired state through experiences
 INDUSTRIAL KNOWLEDGE:
Indian clothing and apparel industry is one of the largest employment generating sector after agriculture in
India and is sixth largest exporter in the world.

Louis Philippe, Van Heusen, Allen Solly,Peter England, Park Avenue, Monte Carlo, Oxemberg are some top
brands of India.

India is among the world's largest producers of Textiles and Apparel. The domestic textiles and apparel
industry contributes 2% to India's GDP, 7% of industry output in value terms and 12% of the country's
export earnings.

Textiles industry has around 4.5 crore employed workers including 35.22 lakh handloom workers across the
country. The domestic textiles and apparel market stood at an estimated US$ 100 billion in FY19.
 age Name Age Shopping Preference
Analysis
Shweta Pandey 31 1
35
Misba Khan 31 2
30
Dhwnil Mehta 31 2
25
Mitul Kadam 21 1
20 Tanishq Jain 31 1
15 Shikha Pandey 31 1
Mwgha Barshalu 21 2
10
Esha Tegar 31 2
5 Arav 31 1
0 Nikita Bhilware 31 2
Shweta misba dhwnil mitul tanishq shikha mwgha esha tegar arav nikita
pandey khan mehta kadam jain pandey barshalu bhilware  Shopping preference: 1- online 2- offline

2.5
shopping prefrenece Analysis :
2 1) From the above observation we can see that 80% are above age
30 and 20% below age 29.
1.5
2) Shopping preference got 50-50 result with respect to online and
1
offline only.
3) Survey include same number of Male as well female i.e. five each
0.5 to get more accurate result with respect to consumer as a whole.

0
Shweta misba dhwnil mitul tanishq shikha mwgha esha tegar arav nikita
pandey khan mehta kadam jain pandey barshalu bhilware
 How Much Do You
Name Spend On Your Discounts/Promotio
Apparel Monthly? ns:
Shweta Pandey 3,000 1
Misba Khan 3,000 1
Dhwnil Mehta Below 1,000 1
Mitul Kadam Below 1,000 1
Tanishq Jain 6,000
-
Shikha Pandey 3,000 2
Megha Barshalu 6,000 1
Esha Tegar 6,000 2
Arav 3,000 2

-
Nikita Bhilware 6,000
 Discount and Promotion: 1- Yes 2- No
Discounts/promotions:
2.5 Analysis :

2
1) On an Average each person spend almost Rs 3,500/- on
shopping apparels every month.
1.5
2) Almost everyone like to get discounts and promotional gits,
vouchers, cashback, loyalty points and rewards through
1
shopping online as well as offline.
0.5 3) Observation also says Females spent 3X more than Males on
shopping which means Females as a 20% base can generate
0
Shweta misba dhwnil mitul tanishq shikha mwgha esha tegar arav nikita
80% revenue.
pandey khan mehta kadam jain pandey barshalu bhilware
 From whom do you What do u prefer (branded
From whom do you get influenced, while shopping? Name get influenced,
or unbranded)
4.5 while shopping?
4 Shweta pandey 2 1
3.5

3
misba khan 1 2
2.5 dhwnil mehta 3 2
2

1.5
mitul kadam 4 1
1 tanishq jain 3 1
0.5
shikha pandey 3 1
0
Shweta misba dhwnil mitul tanishq shikha mwgha esha tegar arav nikita
pandey khan mehta kadam jain pandey barshalu bhilware
megha barshalu 2 2
esha tegar 3 1
What do u prefer more: arav 3 2
2.5
nikita bhilware 2 2
2

 Influenced from: 1- Family 2-Friends 3-influencers 4-none

1.5
 Prefer Brands : 1-Branded 2- Unbranded
1
Analysis :
0.5
1) From the above data, almost 50% are influent by influencers to
shop apparel and rest through friends and family.
0 2) Mix choices of buying branded and unbranded clothes .
Shweta misba dhwnil mitul tanishq shikha mwgha esha tegar arav nikita
pandey khan mehta kadam jain pandey barshalu bhilware
 Do you buy apparel, which other recommend:
3.5 Do You Buy Apparel,
How Often Do You
3 Name Which Other Shop:
Recommend:
2.5
Shweta Pandey 1 1
2
Misba Khan 1 2
1.5
Dhwnil Mehta 3 2
1 Mitul Kadam 1 2
0.5 Tanishq Jain 2 1
0
Shikha Pandey 2 2
Shweta misba dhwnil mitul tanishq shikha mwgha esha tegar arav nikita
pandey khan mehta kadam jain pandey barshalu bhilware Megha Barshalu 1 1
Esha Tegar 3 1
How often do you shop: Arav 2 2
2.5 Nikita Bhilware 3 1

2
 Do You Buy Apparel, Which Other Recommend :
1- Yes 2-No 3-Maybe
1.5
How often do you shop :
1- once a week 2-once a months 3-very often
1

Analysis:
0.5
1.) Apparels recommended by others plays a vital role for
willingness to buy and trust other peoples choice.
0
Shweta misba dhwnil mitul tanishq shikha mwgha esha tegar arav nikita
pandey khan mehta kadam jain pandey barshalu bhilware
2.)Everyone have their own buying period option whether
weekly, monthly or very often.
 With what thought process do you shop
With what thought process do you shop often ? Name
often ?
2.5
Shweta pandey 1
2 misba khan 1
dhwnil mehta 2
1.5 mitul kadam 2
tanishq jain 2
1
shikha pandey 2
0.5 megha barshalu 1
esha tegar 2
0
Shweta misba dhwnil mitul tanishq shikha mwgha esha tegar arav nikita
arav 2
pandey khan mehta kadam jain pandey barshalu bhilware
nikita bhilware 2

 What thought process:

1-similar to what others are wearing
2-choose unusual clothes that differ

Analysis:

1.) From the data it can be concluded that people have many
unnumerable different options of buying moods and tastes.
INTERVIEW SESSIONS
INTERVIEW SESSIONS
 OBSERVATIONS:
•In the interviews that were conducted, it is observed that surprisingly, people who prefer offline shopping to
online is actually equal

•When asked about the preference between quality and price, there were few who preferred price whereas
few opted for quality and few even said that they wouldn’t compromise on either.

•When asked about if they would like promotions/discounts, majority of them agreed.

•Upon asking about whose influence was the highest, it is observed that maximum were influenced by their
friends.

•It is observed that maximum of the respondents wouldn’t spend more than Rs 3,000 to Rs 6,000 or between
Rs1,900- Rs 3,000.
 OBSERVATIONS:
•When asked about weather they would prefer branded clothes or unbranded ones, majority of them said
they would like branded clothes.

•A mixed response was observed when asked if the respondents bought apparel based on someone’s
recommendation.

•When asked about thought process behind the purchasing apparel, maximum of the respondents said they
would prefer apparel which was different from others.

•Respondents were asked about how often did they went shopping and most of them said once a month
while a few said once a week.
 MARKETING STRATEGY:
•Get a Website

•Have a Mobile Presence

•Join the Social World

•Attach an Influencer to Your Brand

•Leverage the Latest Technologies

•Personalize Everything

•Remarket to Your Users

•Focus on Your Visuals

•Start a Blog

•Have a Contest or Giveaway

 CONCLUSION
•According to the research conducted we found that, effects of social media on consumer behavior cannot be
ignored by brands and businesses, consumers who are influenced by social media are 4 times more likely to
spend more on purchases.

•Consumers of branded apparels purchase those brands of apparels which are unique and brands which have
created a point of difference from other brands. This shows that for the respondents value of the brand plays
an important role while purchasing branded apparels followed by price of apparels.
 Thank You
 and
 Take care ;-)