To understand the consumer behaviour of Indian females buying pattern of Ethnic and Western dresses from multiple brands

retails.

Faculty Guide: Mr.Randhir.K.Singh

Submitted by: Sana Afaq Roll no:1384

Introduction
The Indian Female Consumer As Indian male consumers apparel selection is significantly influenced by brand-related criteria, Indian female consumers demonstrate an equal degree of disinterest in brands . As previously mentioned, women in India continue to prefer traditional dress for most usage contexts including work and social/familial contexts. Due to the slow shift in consumer adoption of Western apparel, gaining market share in the womens wear segment has posed a challenge for international apparel brands and retailers . Indian ethnic garments and garments mixing ethnic and western styling dominate the ready-to-wear market for Indian women.. That although a majority of women preferred to wear a mix of traditional Indian, Indian-inspired, and Western apparel to work. During social and family gatherings a majority of the women preferred traditional Indian apparel. Studies have also found a paradigm shift in these preferences with working women demonstrating a greater preference for branded Western and Indo-western apparel in recent years

Research Methodology
Data Collection Methods: 1)Primary data 2)Secondary data Research Instruments: I prepared a structured questionnaire to collect the data

Sample Plan: Sample Size: The sample size considered was 100 for custom Method of Sampling: I did judgmental and convenience sampling

Research objective:
To understand advancement in Indian women and their buying preferences of dresses. To identify the important factor which affecting the preference of respondent on multiple brand retail stores or small stores. To understand the preferences of Indian females over western and ethnic dresses from multiple brands retails.

Data Analysis
Education
postgraduate 37% high school intermedi 4% ate 16%

Occupation
Retired official 3% 8% Business man/Self employed 9% Homema ker 19% Professio nal 18%

Student 43% graduate 43%

Data Analysis
Age?
above 50yrs 41yrs-50yrs 31yrs-40yrs 21yrs-30yrs below 21yrs 0 below 21yrs 16 10 21yrs30yrs 40 20 31yrs40yrs 20 30 41yrs50yrs 13 40 above 50yrs 11 50 Rs30,001-45,000 Rs15,001-30,000 0 Rs15,00130,000 26 5 10 15 20 25 30 35 Above Rs60,000 23 40 Above Rs60,000 Rs45,001-60,000

Your family income?

Series1

Series1

Rs30,00145,000 35

Rs45,00160,000 16

Why do you visit shopping mall?

Family outing(entertainment+fooding)
60 50 40 30 20 10 0 -10 0 1 Not important, 4 2 Neutral, 21 Not important 3 4 5 Least important 6 14 Important, 44 Most important, 31 Most important Important Neutral

Ambience(surrounding)
Series1

17 32 31

Why do you visit shopping mall?

Discounts
Most important Least 9% important 10% Not Important important 22% 22% 40 30 20 10 0 Least important Not important Neutral Series1 Important Most important Important Most important 6 Axis Title

Status building

Neutral 37% Series1

Least important 21

Not important 15

Neutral

31

27

Which type of dresses do you prefer to buy from multiple brands retail?
Which type of dresses do you prefer to buy from multiple brands retail
ethnic 55 28 western 17 44 Series1 46 48 50 52 54 party wear daily wear formal wear

For what occasion do you prefer buying dresses from retail

Series1

western 53

ethnic 47

why do you prefer buying western dresses from retails ?

any other discount latest trend quality exclusiveness in variety 0 exclusiveness in variety Series1 22 quality 15 10 20 latest trend 40 30 discount 8 40 any other 15

why do you prefer buying ethnic dresses from retails?

Series1 24 24

23

19
10

For what occasion do you prefer buying dresses from retail ?

Series1

From where do you purchase dresses?

local small stores

multiple brands retail 28 55 17 party wear daily wear formal wear 0

20

40

60

80

Series1

multiple brands retail 64

local small stores 36

CHI SQUARE TEST

1) To understand advancement in Indian women and their buying preferences of dresses. Ho: There is no association between preference of dresses from multiple retail outlet and education of the consumer Ha: There is association between preference of dresses from multiple retail outlet education of the consumer
your education * Which type of dresses do you prefer to buy from multiple brands retail Crosstabulation Chi-Square Tests Which type of Total Count dresses do you prefer to buy from multiple brands Value df retail Pearson Chi15.854(a western ethnic Wester Square ) n Likelihood Ratio 17.785 your high school 4 0 4 Linear-by-Linear education intermediat 4 12 16 Association 3.771 e graduate 19 24 43 post27 10 37 N of Valid Cases graduate 100 Total 54 46 100
a 2 cells (25.0%) have expected count less than 5. The minimum expected count is 1.84.

Symmetric Measures

Asymp. Sig. (2-sided) 3 3 .001 .000 Nominal by Nominal Phi Cramer's V Value .398 .398 100

Approx . Sig. .001 .001

.052 N of Valid Cases

Interpretation:As in the chi square table the pearson value is .001 which is less than .05 so null hypothesis is rejected and my alternate hypothesis is accepted and there is a relationship between age and the preference for the dresses. From the table of the symmetric measures Phi value is .398 which tells about the association degree between age and the preference for dresses

occupation
Ho: There is no association between purchase of dresses from multiple retail mall and occupation of the consumer. Ha: There is association between purchase of dresses from multiple retail mall and occupation of the consumer.
your occupation * Which type of dresses do you prefer to buy from multiple brands retail Crosstabulation Count

Chi-Square Tests

Which type of dresses do you prefer to buy from multiple brands retail

Total Wester n 8 9 19 18 43

Pearson ChiSquare Likelihood Ratio Linear-byLinear Association N of Valid Cases

your occupation

official Businessman/Se lf employed Homemaker Professional Student Retired

western 5 2 7 9 30

Ethnic 3 7 12 9 13

Value 11.07 9(a) 11.38 6 3.438

df 5 5

Asymp. Sig. (2sided) .050

Symmetric Measures

Value .044 Nominal by Nominal Phi Cramer's V .333 .333 100

Approx . Sig. .050 .050

.064

N of Valid Cases

1
54

2
46

3
100

a Not assuming the null hypothesis. b Using the asymptotic standard error assuming the n hypothesis a 6 cells (25.0%) have expected count less than 5. The minimum expected count is 1.38.

100

Total

Interpretation: As in the chi square table the pearson value is .050 which is eqivalent to .05 so null hypothesis is rejected and my alternate hypothesis is accepted and there is relationship or association between family occupation and the preference for the dresses. From the table of the symmetric measures Phi value is .333 which tells about the association degree between occupation and the preference for dresses.

One sample- t test Objective: 2) To identify the important factor which affecting the preference of respondent on multiple brand retail stores or small stores. Location Ho: To test whether there is no significant difference in the rating of respondents for big and small stores location. Ha: To test whether there is significant difference in the rating of respondents for big and small stores location
Test Value = 0
Mean 95% Confidence Differ Interval of the Sig. (2tailed) ence Difference Low er Upper Lower Upper 99 99 .000 .000 3.240 3.200 3.01 2.95 3.47 3.45 Mea n Std. Deviati on Std. Error Mea n

N they are normally located at convenient place they are normally located at convenient place

T Lower they are normally located at convenient place they are normally located at convenient place 28.468 25.171

df Upper

100

3.24

1.138

.114

100

3.20

1.271

.127

Interpretation: From the table of one sample statistics the mean tells us the difference indicated through the one sample t test is significant or not. So from the one sample t test table the significant value is .000 null hypotheses is rejected which means that there is significant difference in the rating of respondents for big and small stores location.

Complain Ho: To test whether there is no significant difference in the rating of respondents for big and small stores complain attended. Ha: To test whether there is significant difference in the rating of respondents for big and small stores complain attended
One-Sample Test One-Sample Statistic Test Value = 0 Mea n Differ ence 95% Confidence Interval of the Difference Upper 3.40 2.22 3.80 2.60 Complains are attended quickly

t Lower Complains are attended quickly Complains are attended quickly 35.820 24.974

Df Upper 99 99

Sig. (2tailed) Low er

N Complains are attended quickly 100

Mean 3.60

Std. Deviation 1.005

Std. Error Mean .101

Uppe r

Lowe r

.000 .000

3.60 0
2.41 0

100

2.41

.965

.096

Interpretation: So from the one sample t test table the significant value is .000 null hypotheses is rejected which means that there is significant difference in the rating of respondents for big and small stores complain attended .

Variety
Ho: To test whether there is no significant difference in the rating of respondents for big and small stores variety kept. Ha: To test whether there is significant difference in the rating of respondents for big and small stores variety kept.

One-Sample Test Test Value = 0 Mea n 95% Confidence Diffe Sig. (2- renc Interval of the tailed) Difference e Lo Upp Low wer er er Upper 3.75 .000 3.53 3.97 0 2.97 .000 2.78 3.16 0

One-Sample Statistics

N It offers more variety of dresses

Mean

Std. Deviation

Std. Error Mean

t Lower It offers more variety of dresses It offers more variety of dresses 34.532 31.699

Df Upper 99 99

100

3.75

1.086

.109

It offers more variety of dresses

100

2.97

.937

.094

Interpretation: So from the one sample t test table the significant value is .000 null hypotheses is rejected which means that there is significant difference in the rating of respondents for big and small stores variety of dresses kept.

Objective: 3)To understand the preferences of Indian females over western and ethnic dresses from multiple brands retails