A STUDY ON THE BUYING BEHAVIOUR OF WORKING PROFESSIONALS

IN APPAREL INDUSTRY IN GUJARAT AND MUMBAI REGION.

By
Vraj Sheth 70461017056 K047
Nishit Desai 70461018072 K059
Suyash Purohit 70461117033 K226
Ronak Jain 70461117053 K244

Under the guidance of

Dr. Shalini Wadhwa
 Presentation Outline

1.
• Introduction

2.
• Literature Review

3.
• Objectives

4.
• Research Methodology

5.
• Research Framework

6.
• References
 Introduction

• One of the fundamental necessities of humans is apparel. This essential need to cover the body has leaped to
fashion and turned into a multi-million-dollar industry.
• Buying behaviour refers to the tendencies that a customer shows during a purchase of a product or service.
• A consumer’s buying behaviour is impacted by cultural, personal, social and mental components.
• The study focusses on the buying behaviour of the working professional, respectively from the age limit of 22-50
years.
• Over the last decade, Indian consumer has developed a wide perspective and more open-mindedness towards
fashion. In such a fast-evolving apparel and fashion industry even the best laid out marketing strategies and
plans can be failed due to unpredictable natural catastrophes such as COVID-19, which could have dire
consequences on the buying behaviour of the consumers.
 Literature Review – Issues Addressed
Research Paper Issues Addressed
Consumer Behaviour in Clothing Industry and Its • To determine the factors affecting consumers
Relationship with Open Innovation Dynamics buyer behaviour .
during the covid19 pandemic • Many new business models were created during
Ardvin Kester S. Ong 1,2,3 , Maria Arielle Cleofas pandemic .
1,2, Yogi Tri Prasetyo 1,*, Thanatorn Chuenyindee • Also Involvement & integration of AI,AR & vr was
observed .

Consumer Buying Behaviour towards E- Commerce • To check how covid19 affected consumer’s
during COVID-19 buying behaviour .
Mounika Veeragandham, Nikhil Patnaik2, Rishitha • E commerce sites saw a peak in overall traffic .
Tiruvaipati3, M. Guruprasad4 • Report shows that Major chunk of people would
prefer online buying .
 Literature Review – Issues Addressed (contd.)

Research Paper Issues Addressed

Learning from crisis- A paradigm shift of • To determine paradigm shift of consumers
consumer buying behaviour of Apparels, Post • Major threat to brick and motar stores.
covid-19 • The findings of the study cannot be extended or
Mrs.Vaishaly Bopaiah G1, Dr. Senthil kumar generalised to smaller cities, towns and rural areas on
Ranganathan count of technology and socioeconomic factors.

Impact of covid 19 on over purchasing behaviour • This paper has addressed the problem of over
of the consumers purchasing behaviour of the consumers.
Priyadarshani Tyagi1, Dr. Vanishree Pabalkar2 • Every individual consumer had different perspective
for every other business.
• Lack of data can be a major reason for the analysing
team to predict the behaviour.
 Literature Review – Issues Addressed (contd.)
Research Paper
A study on consumer buying behaviour in the
apparel industry in Mumbai and Navi Mumbai
Sandeep Bhanot
Generation Y consumers’ buying
behaviour in fashion apparel
industry: a moderation analysis
Naser Valaei and S.R. Nikhashemi
Issues Addressed
• To study how consumer behavior for apparel is
influenced by factors like monthly income,
gender and peer influence.
• The survey indicated that the people were less
affected by the choices of their friends and
relatives.
• Most customers preferred branded clothing to
non-branded clothing
• The research showed, elements that most
influence Gen-Y consumers' opinions about
fashion clothes are brand and self-identity.
• The findings also show that style, price, country
of origin, and social identity are not relevant to
Gen-Y consumers’ attitudes towards fashion
apparel
 Literature Review – Gaps Identified
• Due to limitations of time, the sample size is
restricted to only a limited frequency . This
can be increased so that the results are more
representative of the population.
• The study has been conducted only in
Mumbai and Navi Mumbai. It can be
extended to other metros and cities also, to
see if the results are similar or different.
• A focused study on the moderating role of
influencers and the impact of different
platforms of social media can be conducted.
• Some of the studies were only on gen x and y
only .
• The findings of some studies cannot be
extended or generalised to smaller cities, towns
and rural areas on count of technology and
socioeconomic factors.
• The studies was limited to young consumers;
other demographics can be considered for the
generalized report.
• Product price significantly and negatively
impacted the purchase behavior in some cases
as eco-friendly raw materials are costly in some
cases.
 Objectives

 To study the perception of operating professionals towards purchase

of apparels before and when COVID pandemic.
 To study the acquisition behaviour of branded and non-branded
apparels when COVID pandemic.
 To study the buyer behaviour for attire is influenced by factors like
gender, monthly financial gain, covid restrictions, and social life.
 Research Methodology

Research
Design

Sampling
Design

Data Collection
Research Framework
 References
 Chaturvedi, S., & Gupta, S. (2014). EFFECT OF SOCIAL MEDIA ON ONLINE SHOPPING
BEHAVIOUR OF APPARELS IN JAIPUR CITY- AN ANALYTICAL REVIEW ABSTRACT :
INTRODUCTION : 2014(7), 1–8.
 Accenture. (2020). COVID-19 Increasing Consumers’ Focus on “Ethical
Consumption,” Accenture Survey Finds. Accenture, 4–6.
 Adler, N.J. (1983), “A typology of management studies involving culture”, Journal of
International Business Studies, Vol. 14 No. 2, pp. 29-47.
 Davis,S. Toney,L. (June 7,2020). How coronavirus is impacting E-commerce. ROI
revolution blog.https://www.roirevolution.com/blog/2021/06/coronavirus-and-
ecommerce/
 References
 Bhanot Sandeep (2013), ‘A study of the Indian Apparel market and the consumer
purchase behavior of apparel among management students in Mumbai and Navi
Mumbai’, presented at National Research Conference SMART-2013’ held at
VESIMSR, Mumbai
 Wen, X.; Choi, T.-M.; Chung, S.-H. Fashion retail supply chain management: A review
of operational models. Int. J. Prod. Econ. 2019, 207, 34–55. [CrossRef]
 Lei-Da Chen and Justin Tan, “Technology Adaptation in E-commerce: Key
Determinants of Virtual Stores Acceptance”, European Management Journal, vol. 22,
no. 1, pp. 74-84, Feb. 2004.
Thank You