Factors affecting the purchase intentions of students at AMITY UNIVERSITY, NOIDA for Branded Apparels.

Submitted to: NAMITA KAPOOR

POOJA BHUTORIA MAHIMA YADAV CHERRY DHILLON DIVYA BAKSHI CHAVI JAIN

PURPOSE:
This study examines the effectiveness of different fashion marketing strategies and factors effecting consumer behavior in purchase of branded apparels. What are the Factors (price, quality, variety, celebrity endorsement, promotional schemes etc) which affect the consumers (students of AMITY UNIVERSITY,Noida) buying intentions for branded apparels.

LITERATURE REVIEW:
1. CONSUMER CULTURE AND PURCHASE INTENTIONS TOWARDS FASHION APPAREL
-PETER PARKER

2. APPAREL BRAND ENDORSERS AND THEIR EFFECTS ON PURCHASE INTENTIONS: A STUDY OF PHILIPPINE CONSUMERS -Karina P. Rodriguez 3. CONSUMER BUYING BEHAVIOUR IN FASHION RETAILING: EMPIRICAL EVIDENCESROGGGER MARK

OBJECTIVES:
The basic objective underlying this project is to analyze the factor which influences the buying intentions of consumers (students of AMITY UNIVERSITY, NOIDA) for branded apparels. Through this research we intend to analyze the following To study the impact of psychological factors, demographic factors and cultural factors on purchase intentions. The factors influencing the most in purchase intentions The factors least relevant to consumers in their decisions

HYPOTHESIS:
Null hypothesis: The variables are uncorrelated. Alternative hypothesis: The variables are correlated.

Null hypothesis: The dependent variable (next purchase decision) is not affected by any of the independent variables Alternate hypothesis: The dependent variable is affected by at least one of the independent variable.

RESEARCH METHODOLOGY DATA SOURCES

Primary source of data collection is gathered through questionnaires . The questionnaire will be filled by students of AMITY UNIVERSITY. RESEACH DESIGN
Descriptive research by collecting data through survey questionnaire with a sample size of 150. And the descriptive research helped us to collect the first hand information relevant to the study. Also it supported our objective to understand the impact of each variable on the next purchase intention.

SAMPLING PLAN SIMPLE RANDOM SAMPLING

We will use Simple Random Sampling method to select the sample, so that each element in the population has an equal chance of being included in the sample, in order to avoid biasness.

SAMPLING SIZE We are planning to carry a survey of approximately 150 AMITY students.

QUESTIONNAIRE Keeping in mind your favorite brand for apparels read the following statements & indicate your agreement/disagreement: Q1. Do you buy branded clothes? Yes no

Q2. Which factor do you consider most while buying clothes? Price quality brand image discounts designs.

Q3. Who/what influence you the most while going for purchase of branded apparels? Family friends brand itself promotional offers

Q4. I do not buy branded clothes because.. (if your answer for Q1 is no then answer ) branded clothes are very expensive I am not brand conscious I like to have a wide variety of less expensive clothes I can carry well all kinds of non branded clothes Q5 Rate the following
Strongly agree 1. Quality of branded clothes is better 2. Brands have wide variety of designs 3. Price of branded clothes is very high Agree Neutral Disagree Strongly disagree

4. I feel more confident wearing branded clothes 5. I buy branded apparels only during promotional schemes or discounts 6. It helps me to gain recognition among peer groups

7. I get influenced by the advertisements while making purchase decision of branded apparels

8. My purchase decision is influenced by the celebrity endorsing the brand 9. Branded apparels are available in all the required sizes

PERSONAL DETAILS Q6 GENDER FEMALE MALE

Q7 Your current education level Grade 12 graduation post graduation Q8 What is your monthly pocket money? Upto 2000 2000-5000 above 5000

NAME

THANK YOU FOR YOUR CO-OPERATION!