APPAREL CHOICE AND BUYING BEHAVIOUR OF COLLEGE GIRLS

Transcription

1 APPAREL CHOICE AND BUYING BEHAVIOUR OF COLLEGE GIRLS * S. POONGODI ** M. GOKULAPRIYA * Assistant Professor, PG Department of Commerce-CA, NGM College, Pollachi ** Research Scholar, PG & Research Department of Commerce, NGM College, Pollachi ABSTRACT In India, the apparel industry is highly fragmented and competitive. The growing fashion consciousness and influence of media and western culture have turned women s wear segment into a lucrative and high evolving market. As young consumer group, college students are of significant importance; their needs and preference are changing as per current scenario. Young girls prefer wearing slim fit and highly stylish dresses that make them look stunning. Hence, the development of women apparel industry mainly depends on apparel choice of women. The main objective of the study is to know about the preference, sources of awareness, factors and attributes influencing the buying behaviour of college girls towards apparel purchase in Pollachi Taluk. The study has been carried out through a well- structured questionnaire covering a sample size of 207 college girls. The statistical tools like simple percentage and weighted average rank have been used to analyse the data by adopting convenience sampling method. The study reveals that majority of college girls prefer latest trendy dress, medium shade dress and private/store brand. Further, it is identified that family members and friends are the major sources for seeking information while purchasing apparels. Moreover, the college girls agree that proximity of area, quality, price and brand affects their purchasing decision. Keywords:-Apparel, Preference, Buying Behaviour, Source of Awareness, College Girls INTRODUCTION In today's world of fashion and style, clothing plays an important role in establishing our social status. Women prefer to wear clothes that are highly fashionable and stylish. Wide range of attires is available, that one can try different styles of clothes almost every day. It solely depends upon the choice and taste of the person, that what kind of clothes they prefer to wear. There are wide varieties of styles and designs available in clothes for both men and women; however women have more options and varieties than men. Young girls prefer wearing slim fit and highly stylish dresses that make them look stunning. As a young consumer group, college students are of significant importance. They have easy access to credit cards and many students have part-time jobs to make quick bucks. College goers are mostly attracted by fashion brands. The dramatic drop in prices of apparel sold by fast fashion chains and their quick adaptability to changing fashion trends have helped in the growth of these brands. Retailers constantly try to grab their attention by offering lowest possible price. There are many factors which influence the buying behavior of college girls like price, quality, stores, malls, fit, look, style, income, brands etc. This generation learns its fashion mantras by closely watching celebs, reading fashion blogs and surfing the Internet. LITERATURE REVIEW Namita Rajput et.al, (2012) in their study captioned, Dynamics of Female Buying Behaviour: A Study of Branded Apparels in India with view to examine the factors which influence the female consumer buying behaviour towards branded apparels. The study has been carried out through a welldesigned questionnaire covering a sample size of 100 females. The various tools used in this study are 8 icmrrjournal@gmail.com

2 regression analysis, factor analysis and chi-square test. It is observed that price, fittings, income level of consumers is significant factors which influence the buying behavior of women. Mazedul Islam et.al, (2014) in their study entitled, Customer Perception in Buying Decision towards Branded Bangladeshi Local Apparel Products, to identify the factors that affects the buying decision. The study has been conducted among 200 respondents by interview method. The collected data have been analyzed by using rank analysis and percentage analysis. It is found that product quality, comfort, price, functional and aesthetic look and offer & discount are the factors considered while taking decision to buy apparels. STATEMENT OF THE PROBLEM Clothing is important for everyone - be it an infant or a teenager. Young girls, middle age women and old ladies; pays special attention to their clothes. Men are considerably less conscious about their looks as compared to women. In India, the apparel industry is highly fragmented and competitive. Nowadays, the customers are more dynamic. Their needs and preference are changing day-by-day. Young girls prefer wearing slim fit and highly stylish dresses that make them look stunning. Everybody wants to look beautiful and impressive. The buying decision of college girls is influenced by different factors like price, quality, stores, malls, fit, look, style, income, brands etc. This raises the questions like: What is the socio- economic profile of college girls in Pollachi Taluk? What are the different sources through which they seek information about apparel? and What are the factors influencing while buying apparel? OBJECTIVES OF THE STUDY Based on the above statement of the problem the following objectives have been framed To know about the socio-economic profile of the respondents. To analyze the preference and buying behaviour of college girls towards apparel. To find out the sources of information and various attributes affecting apparel purchase of college girls. RESEARCH METHODOLOGY The present study is mainly based on primary data which is collected by issuing wellstructured questionnaire to 207 college girls in Pollachi Taluk by adopting convenient sampling technique. Percentage analysis and weight average rank have been applied to process the data and draw inferences. FINDINGS OF THE STUDY The findings of the study are divided in to six sections namely, socio-economic profile, preference, sources of information, buying behavior, various factors and attributes affecting buying behaviour of college girls while purchasing apparels. (i) Socio-Economic Profile of Respondents Majority of college girls, 125(60.38%) belong to the age group of years. Majority of the college girls 137(66.18%) are from village. Majority of college girls 188(90.82%) are unmarried. Most of 107(51.69%) the respondents belong to arts & science college. Majority of the college girls 136(65.70%) are under graduates. 123(59.13%) of the respondents have two and three earning members in their family. 146(70.53%) of the respondents have two and three non-earning members in their family. Most of 104(50.24%) the respondents have total of four members in their family. 9 icmrrjournal@gmail.com

3 Most of 79(38.16%) their family income per month is between Rs.10, 001 and Rs.20,000. Most of 104(50.24%) the college girls receive up to Rs.250 as pocket money per month. (ii)preference of the Respondents Preference of the respondents towards purchase of apparels is given in the table below: Table-1: Preference of the Respondents Preference Fashion Style/Trend Number of Respondents (N=207) Latest trend Classic Celebrity Type of Clothing Outlet Department stores Specialty stores Retail stores Online retail sites Brand National/designer brand Private/store brand Local brand Type of Dress Readymade Tailor-made Both Kind of Dress Casual Formal Ethnic All Shades of Dress Light shade Medium shade Dark shade All Percentage (%) From the above table, it is found that most of 111(53.62%) the college girls like 10

4 latest trendy dresses and prefer to buy in specialty stores. Majority of the college girls 121(58.45%) like to purchase private/store brand and tailor-made clothes with medium shade. (iii) Sources of Information The respondents are classified based on sources of information Table-2: Sources of Information Sources of Information Number of Respondents Percentage Family members Friends Advertisement Showroom Retail stores Total Majority of the college girls 64(30.92%) obtain information about apparels through advertisement followed by family members, friends, showroom and retail stores. (iv) Buying Behavior of the Respondents The following table depicts the buying behavior of the respondents towards purchase of apparels: Buying Behavior Frequency of Budget Table-3: Buying Behavior of the Respondents Number of Respondents (N=207) Usually Sometimes Rarely Never Amount Spend Below Rs Rs.1001 to Rs Rs.2001 to Rs Above Rs Mode of Payment Cash Debit card Credit card Particular Shop Yes No Percentage (%) 11 icmrrjournal@gmail.com

5 Buying Behavior Frequency of Purchase Number of Respondents (N=207) Monthly Once in Three months Six month once Special occasions During offers Location of Shop Shops within the city Shops in nearby city Online or mail order catalogues Percentage (%) From the above table, it is observed that most of 114(55.07%) the college girls budget sometimes for purchasing apparels and spend up to Rs.1000 per month. Majority of the college girls 185(89.37%) prefer cash payment than credit and debit card and does not stick on to particular shop. Majority of the college girls 72(34.78%) purchase apparels once in three months and prefer to buy in shops within the city limit. (v) Factors Affecting the Buying Behavior of Respondents The findings with regard to factors affecting the buying behavior of respondents are given below: Majority of the college girls 100(48.31%) are influenced by their parents while buying apparels. Majority of 122(58.93%) are influenced by sales discount followed by in-store display, free gifts and gift coupons at the time of apparel purchase. Most of the college girls 93(44.93%) agree that proximity area affects apparel purchase. 153(73.92%) of the girls are satisfied with their brand they purchase. (vi) Attributes influenced while buying apparels Weighted Average Ranking The college girls are influenced by various attributes while buying apparels such as price, brand, wider choice, durability, colour, design & material, size and comfort, look and fashionable, offers and discounts, location and quality. To find out the attributes which influence the most from the college girl s point of view, weighted average rank is applied icmrrjournal@gmail.com

6 Table 4: Attributes influenced while buying apparels Weighted Average Ranking Attributes R1 R2 R3 R4 R5 R6 R7 R8 R9 R10 Total Rank Price IV Brand II Wider choice X Durability IX Colour, design & material III Size and comfort V Look and fashionable VI Offers and discounts VIII Location VII Quality I It is observed from the above table that among the ten attributes considered while buying apparels, the respondents have ranked quality as first followed by brand, colour, design & material, price, size and comfort, look and fashionable, location, offers and discounts, durability and wider choice. SUGGESTIONS Most of the college girls shop apparels within the city they live in. So, more number of apparel shops can be established in the rural areas to cover the rural customers. Quality is one of the important attribute influencing while purchasing apparels. So it would be better if the manufacturers concentrate more on the quality of apparels. Good customer service provides positive shopping experience to the customers. It will help to increase sales volume and to retain the customers. Promotions are important concept for marketing a product. So manufacturer should concentrate on promotional strategies like offers, sales discounts, gift coupons etc. Advertisement plays a crucial role in buying apparels among college girls. So advertisement should be effective to attractive customers. CONCLUSION Apparel is one of the basic necessities of human civilization. College students as a young consumer group have gained significant importance from marketers in recent years because of their growing purchasing power. The study focus on the preference and buying behavior of college girls in Pollachi Taluk. The result of the study may be useful to new entrepreneurs who are willing to start the business in women garment. This will help them to know about the existing as well as the future expectations in the same segment. This study will provide a base for future reference for women s garment related studies. It helps to know about the current needs and preference of college girls in apparels icmrrjournal@gmail.com

7 REFERENCE Jasmine Barquet.,Esenc M. Balam., (2015), Clothing preferences of college students: what factors Matter, Journal of Undergraduate Ethnic Minority Psychology: 1(1) 4. Mazedul Islam., Muhammud Mufidul Islam., Abu Yousuf Mohammad AnwarulAzim., Russel Anwar., Mijan Uddin.,(2014), Customer perceptions in buying decision towards branded Bangladeshi local apparel products, European Scientific Journal: 10(7), ISSN: Namita Rajput., SubhodhKesharwani.,Akanksha Khanna.,(2012), Dynamics of female buying behavior: a study of branded apparels in India, International Journal of Marketing Studies: 4(4), ISSN X. Suresh. C.K., Dr.Vijaya.,(2015), A study on consumer behavior amongst youth shopping in malls on branded clothing in India, Journal of Radix International Educational and Research Consortium:4(1), ISSN: William S.Webb., Wing Sze celiayeung., A study of attitudes and buying behavior towards foreign & local fashion brands in Hong Kong. Website: b.webb@lcf.linst.ac.uk 14 icmrrjournal@gmail.com