Attitude of Consumers on buying Readymade Garments through Online mode

Transcription

1 Volume 119 No , ISSN: (printed version); ISSN: (on-line version) url: ijpam.eu Attitude of Consumers on buying Readymade Garments through Online mode Dr. N.R.Vembu 1, M.Dharani 2, S.Dhivya 3 & R.Chandralakshmi 4 1 Faculty Members, School of Management, SASTRA (Deemed to be University), Thanjavur 2,4 II Yr MBA Student, School of Management, SASTRA (Deemed to be University), Thanjavur Abstract: Readymade garments are a part and parcel of textile industry and accounts for about half of India s garments exports. Indian Textiles industry plays a pivotal role on second largest employment provider after the agriculture and foreign exchange earner for the country. At this juncture, a study on attitude of consumers on buying readymade garments through online mode paves a vision on identifying the hidden variable which facilitate the growth of this sector in general, garments industry in particular. In India 60% of the total population is in between the age group of Middle income groups are also gradually increasing in India. Both primary and secondary data are used and appropriate statistical tools are also applied to draw a feasible conclusion. The information collected from 300 male respondents from Kumbakonam, Tiruvarur, Nagaipattinam town (100 male respondents from each town). Convenient sampling method has been used to collect the information from the respondents. Key words: Brand, Readymade Garments, Online Purchase, Socio-Economic Factors. Introduction Progressive growth of textile industry plays a significant role in the intensification of economy of India. India occupies 7 th rank in textile and 6 th in clothing among the leaders of world. Readymade garments are a part and parcel of textile industry and accounts for about half of India s garments exports. Indian Textiles industry plays a pivotal role on second largest employment provider after the agriculture and foreign exchange earner for the country. At this juncture, a study on attitude of consumers on buying readymade garments through online mode paves a vision on identifying the hidden variable which facilitate the growth of this sector in general, garments industry in particular. In India 60% of the total population is in between the age group of Middle income groups are also gradually increasing in India. Hence, the changing attitude of buyer is inevitable. The demand for fashionable accessories and other luxurious products are also gradually increasing day by day. Media and social media, entry of multinational companies, have created shift in the culture of purchase of garments. Fashionable products are playing predominant role in Indian markets. Purchase decision of Indian modern consumer relays more on Sturdiness, Colour, Creativity, Price, Comfort and gaze, Advertisement and Concession and offers plays an important role in purchase of any garments related items. The necessary of purchase may arises due to several factors like Festival, Seasonal, Occasional, Offer, Discounts, Clearance, Exhibition, Online purchase are a factors for purchase of branded readymade garments. 1359

2 Importance of Study: Rapid increase of young population between the age group of paves the way for availing and purchasing the Branded Readymade Garment. Garment industry is also growing along with the wants of the consumers. At this juncture, need to assess the factors influence the customers towards purchase of branded readymade garments through online mode. The online mode facilitate the consumer to buying the products through the ample choice and all view the feasible price ranges to suit consumers of diverse age groups and social status. Review of Literature Jaya Halepete, Mary Littrell, Jihye Park (2008) This study exhibits that the personalisation to meet fair trade customers apparel needs. The researchers tested a model that integrated the customers needs and their purchase intention on buying garments. Online survey was adopted to collect data from 246 customers of a fair trade business. The results clearly exhibited that the greater need for self-uniqueness and positive attitude toward personalisation and not concerned with social and financial risks. There is a positive relationship between body size of a person and attitude towards personalized apparel. Dr. K. Balanaga Gurunathan, M. Krishnakumar (2011) Indian retailing phase is marching from unorganised retailing to organised retailing mode The habit of buying the branded garments is drastically increased among the buyers. It has five dimensions like consumer characteristics, reference group, store attribute, promotion and product attributes. The findings clearly exhibited that the progressive promotion and reference from referral groups are the important dimension on buying apparels behaviour habits. Mr. K.Sadasivan, Dr. Jayshree Suresh, S.Rakshana (2011). Changes in consumers preferences, environment of fragmented media, it is highly challenging skills are needed for marketers to retain their loyal customers. Firms are needed to adopt different kinds of strategies to obtain and maintain their market share and profitability. Private Brands western brands are highly popular among the people buying the garments through online mode. The information is collected from the samples consists of students of an engineering college situated in Chennai, India. Namita Rajput, Subodh Kesharwani, Akanksha Khanna (2012) Knowing the pulse of the consumer facilitate the marketer to attract and maintain their target consumer group. The core objective of this study is to view the female Indian consumer buying behaviour towards the branded clothing. In general female buyers will have particular perspective and motives behind their purchase of branded clothing. Reference of friends and family and followed by internet and advertisement is a basis for their purchase decision. Durability, and celebrity endorsement, hence can be ignored by the apparel retailers in their efforts to tap and capture the market. As a retailer of apparels, all these insights have to be embedded in the policy formulation to make the purchases a real time customer delight. Malika Rani, Rajeev Gupta (2013) Compare to all other segments Indian retail is expanding very fast and new players are entering this sector day by day. India s total textile export, share of readymade garments is approximately 45% growth compare to 1360

3 other industries lke good and groceries sectors. The core objective of this paper is to find out the factors affecting as well as influencing the purchasing attitude of readymade garments by consumers. There are four factors has been identified which closely associated on consumer buying behaviour they are economy, convenience, median and reference group. Dr. K. Jeyakodi, Dr. K. Jeyakodi (2014) Indian retail industry has been expanding very fast compare to all other segments. In this paper hidden factors like attitude, altitude, group behaviour and others are identified and play a prominent role of buying the garments through online. Factors analysis were also sued to extract the factors which drive towards the growth of the industry. S. Muthukumar and Dr. T.R. Gurumoorthy (2016) An Attempted has been made by the researched to identify the noteworthy relation between the socio-economic factors of the consumers and their purchase attitude of buyer on buyng the branded readymade garments during the festive session. Pre-tested questionnaire are used for collecting from the respondents. It is found that durability is prime factors for buying the branded readymade garments. Objectives Methodology i. To identify the factors influencing purchase of branded readymade garments ii. To identify relationship between social variables and purchase of branded readymade garments through online Both primary and secondary data are used and appropriate statistical tools are also applied to draw a feasible conclusion. The information collected from 300 male respondents from Kumbakonam, Tiruvarur, Nagaipattinam town (100 male respondents from each town). Convenient sampling method has been used to collect the information from the respondents. Seven important factors like Sturdiness, Colour, Creativity, Price, Comfort and gaze, Advertisement and Concession and offers are identified as a factors which are directly responsible for influencing the consumer to buy the branded readymade garments through online mode. The respondents were request to rank their opinion with regards to the factors above mentioned, the respondents opinion are tabulated based on Garret s Ranking Technique. Garrets Ranking Techniques Garret ranking technique is used to find out the most important factor influences the customer to purchase the branded readymade garments through online mode. It is calculated as percentage score and the scale value is also obtained by employing scale conversion table given by Henry Garrett. The Percentage Score is calculated as follows 1361

4 Percentage Score = Where, Rij is Rank given for i th item j th individual Nj is Number of items ranked by j th individual The percentage score, for each rank from 1 to 7 are calculated. The percentage score thus obtained for all the ranks are converted into scale values using Scale Conversion Table given by Henry Garrett. The scale values for first rank to seventh rank are 78, 66, 58, 50, 43, 35 and 22 respectively. The score value (fx) is calculated for each factor by multiplying the number of respondents (f) with respective scale values (x). The total scores are computed by adding the score values (fx) of each rank for every factor. The mean score is then calculated to know the order of preference given by the respondents for the factors. Based on the mean score, the overall ranks are assigned for the identified factors. The ranking analysis for the factors is given below Table 1. 1: Garrett Ranking Analysis Factors Rank Total Garrets Mean Rank I II III IV V VI VII Score Score Garrett Rank Scale Value (No. of Respondents ) Sturdiness F I F x Colour f II fx Creativity f V fx Price f III fx Comfort f IV and Gaze fx Advertise- f VI Ment fx Concessions / f VII Offers fx Note: f = No. of respondents; x = scale value; fx = score Source: Primary source - computed This technique reveals that among the factors identified by the researcher, Sturdiness is a noted factor which directly influencing the consumers in purchase of readymade garments and the other factors like Colour, Price, Comfort and gaze, Creativity, Advertisement, Concessions / offers. Sturdiness plays an important role in buying decision of consumer through online. Hence, the manufactures of branded readymade garments must give priority to sturdiness to continuously raise their market share and size of the garments sectors also. 1362

5 Online Purchase After studying the factors influencing purchase of branded readymade garments, the researcher has made a modest attempt to study the buying behavior of consumers during the festival time. Opinions of the respondents on purchase of branded readymade garments during the festival seasons are obtained in a five point scale. The respondents were asked to record their opinion about the purchase factors in a five point scale like Strongly Agree, Agree, Neutral, Disagree and Strongly Disagree and analysis is done to draw conclusion. Table 1. 2: Online Purchase and Socio Economic Factors Kumbakon am Socio Economic Factors ONLINE Total Strongly Agree No-Opinion Disagree Strongly Agree Disagree AGE & < OCCUP ATI O N SALA R I E D PROFESSIONAL BUSIN E SS OTHERS MONTHLY < INCO M E TO TO & < MARIT A L MAR R IE D STATUS UNM A R R IE D FAMILY JOINT TYPE NUC L E A R FAMILY MEMBE RS MORE THEN Online purchase score: 63. 4% The purchase attitude off the kumbakonam respondents states that 23% of them strong agree to buy the garments through the online mode. The socio economic factors like age, occupation, monthly income, marital status, family type, family members are influencing the consumer on buying the garments through the online mode. The purchase score for Kumbakonam is 63.4%. 1363

6 Table 1. 3: Online Purchase and Socio Economic Factors Tiruvarur Socio Economic Factors ONLINE Total Strongly Agree No-Opinion Disagree Strongly Agree Disagree AGE & < OCCUPATI O N SALA R I E D PROFE SS IO N A L BUSIN E SS OTHERS MONTHLY < INCOME TO TO & < MARITAL MAR R IE D STATUS UNMARRIED FAMILY JOIN T TYPE NUC L E A R FAMILY MEMBE RS MOR E THE N Online purchase score: 55. 8% The above analysis shows that the selected 15 respondents from Tiruvarur city have strongly expressed their view on purchase of garments through online. The buying attitude of garments generally associated with the factors like Age, Occupation, Monthly Income, Family type and Family size. Socio Economic factors are playing predominant role in buying habits of garments through the online mode of purchase.. The online purchase score for Tiruvarur city is 55. 8%. 1364

7 Table: Online Purchase and Socio Economic Factors 1. 4 Nagai pattin am Socio Economic Factors ONLINE Total Strongly Agree No- Disagree Strongly Agree Opinion Disagree AGE & < OCCUPATION SALARIED PROFESSIO NAL BUSINESS OTHERS MONT HL Y < INCO ME TO TO & < MARITAL MARRIED STATUS UNMAR R IED FAMIL Y JOINT TYPE NUCLEAR FAMIL Y MEMBERS MORE THEN Online purchase score: 67. 4% The above analysis shows that the 19% of the respondents from Nagapattinam city have strongly expressed their view on purchase of garments through online. The buying attitude of garments generally associated with the factors like Age, Occupation, Monthly Income, Family type and Family size. Socio Economic factors are playing predominant role in buying habits of garments through the online mode of purchase.. The online purchase score for Nagapattinam city is 67. 4%. On Interesting fact, from this table that, 43% of respondents of Nagpattinam City agree to buy the garments through the online mode. 1365

8 Chi-square analysis Hypothesis: There is no significant relationship between socio economic factor and online purchase of branded readymade garments Table 1. 5: Online purchase and Socio Economic Factor Socio Kumbakonam Tiruvarur Nagapattinam Economic Asymptotic Significant Asymptotic Significant Asymptotic Significant Factor Significant / Not Significant / Not Significant / Not (2-Sided) Significant (2-Sided) Significant (2-Sided) Significant Age. 406 Not. 671 Significant. 891 Not Significant Significant Occupation. 561 Significant. 943 Significant. 124 Significant Monthly. 762 Not. 092 Significant. 143 Not Income Significant Significant Marital. 456 Not. 014 Significant. 031 Significant Status Significant Family. 650 Significant. 026 Significant. 272 Significant Type Family. 221 Not. 550 Not. 442 Not Members Significant Significant Significant On applying the Chi-square test no significant relationship between the socio economic factors such as Age, Occupation, Monthly Income, Marital Status, Family type and Number members in the family and online purchase of readymade garments in all cities. It is identified that there is a considerable relationship existing between marital status, family types and online purchase in Tiruvarur City. In Nagapattinam, found that there is a considerable relationship available in between marital status and online purchase of branded readymade garments. The online purchase behaviour is some scored for purchase of branded readymade garments for Kumbakonam, Tiruvarur, Nagaipattinam are 63.4%, 55.8% and 67.4% respectively. Nagapattinam scores more than that of the other sample cities selected for study. Conclusion: On buying the garments through online mode the Sturdiness is considered to be significant factor for purchase. It is followed by the Colour, Price, Comfort and Gaze, Design, Advertisement and Discounts/Offers in selected sample cities. Nagaipattinam playing a role on buying the garments through online mode. The garment manufacturers and online sellers might use this finding for their progressive segmentation and possible reach to cater the needs of the potential consumers. Suitable promotional strategies may be used for reaching the hidden opportunities available in the sample cities. 1366

9 References 1. Jaya Halepete, Mary Littrell, Jihye Park (2008), Personalization of Fair Trade Apparel Consumer Attitudes and Intentions, Clothing and Textiles Research Journal, April 15, Dr. K. Balanaga Gurunathan, M. Krishnakumar (2011), Factors Influencing Apparel Buying Behaviour in India: A Measurement Model, 218 X PARIPEX - Indian Journal Of Research, Volume : 2 Issue : 3 March 2013 ISSN Mr. K.Sadasivan, Dr. Jayshree Suresh, S.Rakshana (2011), Consumer Involvement Toward Private Brand s In Mens Apparel With Reference To Chennai City, International Journal of Management (IJM),ISSN (Print), ISSN (Online), Volume 2, Issue 2, May- July (2011), pp Namita Rajput, Subodh Kesharwani, Akanksha Khanna (2012), Dynamics of Female Buying Behaviour: A Study of Branded Apparels in India, International Journal of Marketing Studies, Vol 4, No 4 (2012). 5. Malika Rani, Rajeev Gupta (2013), Determinants Of Consumer Buying Behaviour: A Study Of Readymade Garments, International Journal Of Research In Commerce & Management, Volume No. 4 (2013), Issue No. 04 (April) ISSN R. Meena, S. Mutharasu, Droop Control Based Integration Of Distributed Generation Sources In Power Grid, International Journal of Innovations in Scientific and Engineering Research (IJISER), Vol. 4,No. 5,pp , Dr. K. Jeyakodi, Dr. K. Jeyakodi (2014), Buyers Role Play In Readymade Garments: A Study In Madurai City, Taminadu, India, International Journal of Management and Social Science Research Review, Vol.1, Issue.4, Oct 2014, P.No:65, ISSN S. Muthukumar and Dr. T.R. Gurumoorthy (2016), Consumer Attitude Towards Online Purchase-A Study With Reference To Branded Readymade Garments, Global Journal of Marketing Management and Research, ISSN Volume 6, Number 1 (2016), pp

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