RESEARCH PLAN Presentation

CONSUMER DECISION-MAKING IN PURCHASE OF APPARELS IN INDIA:

A COMPARATIVE STUDY OF DOMESTIC AND FOREIGN BRANDS
In partial fulfilment for the award of the Degree of
DOCTOR OF PHILOSOPHY

Name of Candidate: Rishab Manocha

System ID:2017004791
School of Business Studies
Sharda University, Greater Noida

Supervisor
(Dr. Sachin Sinha)
 INTRODUCTION
The research aims to carry out an analysis on Global Fashion
Brands in comparison to Domestic garment Retailers in India
taking into account specific variables related to consumer
decision making agendas and Indian consumers’ inclination
towards global brands.
 Objectives
This study aims:
1. To provide a deeper understanding of
consumer shopping motivation
2. To help in understanding different consumer
segments.
3. To gauge consumer preferences within the
sphere of different variables.
 REVIEW OF LITERATURE

• Rai,M.K.(2014)Study of consumer buying behavior on Branded ethnic

apparel.Available at:
http://www.iosrjournals.org/iosr-jbm/papers/7th-ibrc-volume-1/8.pdf (Accessed:
10 Jan 2018).
• Ismail,Z.(2012) Factors Affecting Consumer Preference of International
Brands.Available at :
https://pdfs.semanticscholar.org/ 8fc3/ 04c605b2c780d97af2b90f2336fb04103284
.pdf
(Accessed: 22 Jul 2018).
• Kaur,A.(2015) A Study of Consumers' Preferences in Choosing International Apparel
Brands in Delhi. Available at: http://www.pbr.co.in/February2015/4.pdf(Accessed:
01 March 2018).
• Azevedo,S(2008) Consumer Buying behaviour in Fashion Retailing: Empirical
Evidences.Available at: https://mpra.ub.uni-muenchen.de/11908/1/ (Accessed: 15
October 2018).
 REVIEW OF LITERATURE

• Aynadis,Z(2014) Factors Affecting Customers’ Attitude among Foreign & Domestic

Footwear Products. Available at:
http://www.ijasrjournal.org/wp-content/uploads/2014/09/sSP2-14.pdf (Accessed:
11 July 2018).
• Bandara,W.M.C(2014) Consumer Decision-Making Styles & Local Brand Biasness:
Exploration in the Czech Republic Available at: http://www.cjournal.cz/files/160.pdf
(Accessed: 04 October 2018).
• Kumar,A(2009) Indian consumers' purchase intention toward a United States versus
local brand Available at: http://www.sciencedirect.com/science/journal/01482963
(Accessed: 07 December 2018).
• Ghosh,M.M.(2016) Impact and Influence of Culture on Brands in Indian Market
Available at: https://www.researchgate.net/publication/305403637
Impact_and_Influence_of_Culture_on_Brands_in_Indian_Market (Accessed: 30 Jan
2018)
Methodology
The research will further engage an opinion-
based research technique with quantitative
analysis which would include the compilation
of a series of hypotheses and further
examining the importance of those hypotheses
and preparing a variety of analyses based upon
the research question.
• Six Global and six Indian brands will be
analyzed by existing consumer behaviour
parameters based on the brand’s:
• 1. General brand impression
• 2. Attractiveness
• 3. Quality/Durability
• 4. Price
• 5. Design/Style
• 6. Social Status
• Quantitative data
will include a sample
of approximately 400
subjects where the
survey will be
conducted amongst
young shoppers
along with
contribution by
expedient
techniques to
investigate the
brands in real-world
situation.
 Outcomes
• What is the future of Indian brands? - From
both perspectives: retailer and consumer?
• History repeats itself...Do we need a Quit India
Movement, yet again?
• Does the Indian Government need to put an
embargo on foreign goods? Only then can the
industry survive?
• But can we put an embargo? Can we afford it?
If we do, how will it affect our international
ties?
• Why we are we not loyal towards our own
brands?
• Should we be propagating our own fabrics and
colours?
• Does India need its own Forecasting Agency?
• Was it right for FDI to open its doors to
International brands to make economy grow?
 References
• Rai,M.K.(2014)Study of consumer buying behavior on Branded ethnic
apparel.Available at:
http://www.iosrjournals.org/iosr-jbm/papers/7th-ibrc-volume-1/8.pdf
(Accessed: 10 Jan 2018).
•  
• Kaur,A.(2015) A Study of Consumers' Preferences in Choosing International
Apparel Brands in Delhi. Available at:
http://www.pbr.co.in/February2015/4.pdf(Accessed: 01 March 2018).
•  
• Kumar,A(2009)Indian consumers' purchase intention toward a United
States versus local brand Available at:
http://www.sciencedirect.com/science/journal/01482963(Accessed: 07
December 2018).
 
• Ghosh,M.M.(2016) Impact and Influence of Culture on Brands in Indian Market
Available at: https://www.researchgate.net/publication/305403637
Impact_and_Influence_of_Culture_on_Brands_in_Indian_Market (Accessed: 30 Jan
2018)

• Ismail,Z.(2012) Factors Affecting Consumer Preference of International

Brands.Available at :
https://pdfs.semanticscholar.org/ 8fc3/ 04c605b2c780d97af2b90f2336fb04103284
.pdf
(Accessed: 22 Jul 2018).

• Aynadis,Z(2014) Factors Affecting Customers’ Attitude among Foreign & Domestic

Footwear Products. Available at:
http://www.ijasrjournal.org/wp-content/uploads/2014/09/sSP2-14.pdf (Accessed:
11 July 2018).

• Bandara,W.M.C(2014) Consumer Decision-Making Styles & Local Brand Biasness:

Exploration in the Czech Republic Available at: http://www.cjournal.cz/files/160.pdf
(Accessed: 04 October 2018).

• Azevedo,S(2008) Consumer Buying behaviour in Fashion Retailing: Empirical