FINAL PRESENTATION

Presented by :-
AMISHA GAUTAM
B.COM [H] 6th SEM
 FACTORS AFFECTING CONSUMER
BUYING BEHAVIOUR TOWARDS KIDS
APPARELS.
INTRODUCTION
 KIDS FASHION INDUSTRY

As children rapidly grow too big for clothes and therefore the purchase of
new children’s clothing is a necessity, whereas adults can delay the
purchase of new clothes for themselves. Hence, the market is growing at a
fast pace.
There exist various factors which are expected to boost the demand of
kidswear market over the next few years. The rise in high income, as well as
increase in the overall disposable incomes, are estimated to provide benefit
to the market growth. The increase in the population of working women
aids in increasing the disposable incomes. The rising purchasing power of
the consumers in the emerging economies such as India, China, and Japan
will strengthen the sale of global kidswear market in the near future. This
rise in the sale of kidswear apparels will increase the growth of the market.
 WHAT IS CONSUMER BUYING BEHAVIOUR?

• CONSUMER BUYING BEHAVIOR Is the sum total of a consumer's attitudes,

preferences, intentions, and decisions regarding the consumer's
behavior in the marketplace when purchasing a product or service.
The study of consumer behavior draws upon social science
disciplines of anthropology, psychology, sociology, and economics.
 CONSUMER BUYING BEHAVIOUR PROCESS

• PROBLEM RECOGNITION
• INFORMATION SEARCH
• EVALUATION OF ALTERNATIVES
• PURCHASE DECISION
• POST PURCHASE BEHAVIOUR
LITERATURE REVIEW
Global Industry Analysts Inc. (2014) - There are three main points spinning the
industry: individuals, wholesalers and manufacturers, and retailers. Among those, individual
consumers are the buyer segment, clothing wholesalers and manufacturers are the major
suppliers, and retailers are sourcing supplies from both manufacturers and wholesalers.
According to Gugnani and Brahma (2017)- The kids wear market is somewhat skewed towards
boys wear which by itself is a USD 4.3 billion market, as compared to the USD 4.0 billion-worth
girls wear market.
According to BERI (2017), Once they start going to school, peer pressure and exposure to a
wider range of media makes them much more aware of the latest trends, celebrity styles, their
favourite cartoon characters, et cetera, as compared to earlier generations. Thus, today’s
children know exactly what they want to wear and how they would like to be dressed.
According to statista portal report (2015), The kids wear segment is one of the fastest growing
segments in the Indian apparel market. The market was worth Rs 59,520 crore in 2015 and
accounted for 20 per cent of the total apparel market of the country. It is expected that kids
wear will significantly surpass the growth of men’s wear and women’s wear by growing at a
CAGR of 10.8 per cent to reach Rs 1,65,120 crore in 2025.
According to MANI et al. (2014), Buying for branded kids wear is more popular among young
people (26 to 35 years). Male buyer prefers the branded kids wear more than females. Married
people buy more than the unmarried ones. Brand consciousness is more pronounced with
better educationally qualified respondents. Income is not a constraint in the purchase behaviour
of branded kids wear, however the frequency of shopping is limited to festivals and other
occasions like festivals
RESEARCH OBJECTIVES

 To understand the concept of consumer buying behaviour.

 To understand the factors which influence the buying behaviour of customers
towards kids apparels.
 To examine the growth of kids wear industry.
TYPE OF RESEARCH?
After analysing the data, the following was interpreted :-
• Buying for branded kids wear is more popular among young people (25 or below).
• Female were much more in number (68.8%) as compared to males.
• Maximum number of respondents were under gradautes (53.2%).
• The majority of respondents had a family income of 2 lac – 5 lac.
• Respondents buy kids clothes for their relative’s child the most.
• Respondents prefer retail stores and branded stores the most.
• The most popular brand amongst the respondents is “lilliput”.
• The frequency of shopping is limited to festivals and other occasions like birthday
parties.
• Advertisement and internet are two major sources through which consumers gets aware
of the brands.
• Quality, look & appeal and price are one of the major factors which influence the
buying behaviour of consumers.
• Apart from kids apparel, toys have the highest frequency of being bought by the
consumers.
• Respondents prefer both, online and offline mode of shopping.
• Respondents gave many suggestions regarding the scope of improvement in
brands.
• 94.5% of respondents are very much satisfied with their purchases.
• More than half of the respondents would love to recommend the brands to
others.
 KEY
FINDINGS ?
RECOMMENDATIONS
?
FURTHER SCOPE OF STUDY…

■ The outcomes, results and findings of the research can be implemented by other
apparels sections such as men apparels, women apparels, etc to increase their sales and
services to possible consumers and catch the attention of new customers who wants to
purchase apparels.
■ Also similar study can be done to analyse factors affecting consumer buying behaviour
towards Toys.
 LIMITATION
■ The limitation of the study is that only 205 respondents were taken into consideration
while determining the factors affecting consumer buying behaviour towards kids
apparel.
■ Other researchers can conduct the same type of study at a higher level, taking a whole
city or region/state/country to analyse all the possible factors affecting the consumer
buying decisions.