"Consumer Behaviour For Apparels Among Youth ": Lala Lajpat Rai Institute of Management

Consumer Behaviour For Apparels Among Youth
“Consumer Behaviour for Apparels Among

Youth ”
IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR

MASTER OF MARKETING MANAGEMENT
Guide
Prof Vidyadhar Kulkarni
2009-2011
MMS- 11
ROLL NO.__46__
( MARKETING )
UNIVERSITY OF MUMBAI
LALA LAJPAT RAI INSTITUTE OF

MANAGEMENT
1|Page
PROJECT GUIDE CERTIFICATE FORM
This is to certify that the dissertation submitted in partial

fulfillment of the requirement for the award of MMS of the
University of Mumbai is a result of the bonafide work
carried out by
Mr. GOBIND SINGH KOHLI
under my supervision and guidance no part of this report

has been submitted for award of any other degree,
diploma fellowship or other similar titles or prizes. The
work has also not been published in any scientific
journals/ magazines.
Date: Name:
Place: Roll No.:
------------------------------ --------------
-------------
(Director, LLIM) (Project Guide)
2|Page
STUDENT'S Declaration
I hereby declare that this dissertation submitted in partial

fulfillment of the requirement for the award of Master of
Management Studies (MMS) of the University of Mumbai is my
original work and has not been submitted for award of any other
degree or diploma fellowship or other similar title or prizes.
I further certify that I have no objection and grant

the rights to LLIM to publish any chapter or project if they deem
fit in journals or magazines and newspaper etc. without my
permission.
Name: GOBIND SINGH KOHLI
Class: MMS II (MARKETING)
Batch: 2009-2011
Roll No: 46
Date:
Place: Mumbai
_______________________
GOBIND SINGH KOHLI
3|Page
I GOBIND SINGH KOHLI the undersigned Roll No.

18 studying in the Second Year of MMS is doing my project work
under the guidance of Ms. DEEPA CHAVAN wish to state that I
have met my internal guide on the following dates mentioned
below for Project Guidance:-
Sr. No. Date Signature of the Internal Guide
Signature of the Candidate Signature of Internal

Guide
4|Page
PROJECT GUIDE CERTIFICATE FORM
This is to certify that the dissertation submitted in partial

fulfillment of the requirement for the award of MMS of the
University of Mumbai is a result of the bonafide work carried out
by Mr. GOBIND SINGH KOHLI under my supervision and
guidance. No part of this report has been submitted for award of
any other degree, diploma fellowship or other similar titles or
prizes. The work has also not been published in any scientific
journals/ magazines.
Date: Name:
Place: Roll No.:
_______________ _____________________
Dr. V. B. Angadi Prof. Prof
Vidyadhar Kulkarni
ACKNOWLEDGEMENT
5|Page
This project has been a great learning experience for me. I

take this opportunity to thank Prof Vidyadhar Kulkarni my internal
projectguide whose valuable guidance & suggestions made this project
possible. I am extremely thankful to him/her of r his/her support. He/She
has encouraged me and channelized my enthusiasm effectively.
I express my heart-felt gratitude towards my parents,

siblings an d all those friends who have willingly and with utmost
commitment helped me during the course of my project work.
I also express my profound gratitude to Lala Lajpatrai

Institute of Management for giving me the opportunity to work on the
project and bro aden my knowledge and experience.
I would like to thank all the professors and the staff of la

La
Lajpatrai Institute especially the Library staff that were yver
helpful in
providing books and articles I needed for my project.
Last but not the least, I am thankful to all those who

indirectly extended their co-operation and
valuable
in support tome.
6|Page
Abstract
More information is needed to understand the male consumer.

Although expanding in the past five years, research about the
buying behaviors of consumers has tended to avoid males.
Retailers and marketers should understand the immense
diversity among consumers if they are to market apparel
accurately and successfully.
The purpose of this research was to investigate males to

examine if differences in their buying behavior for apparel
exist. In addition, consumer attributes (i.e., apparel
involvement, self-esteem, reference group, social class, and
media) and personal characteristics were investigated
separately and in relation to the purchase behavior of male.
Data were collected from a convenience sample of 20 males.
Introduction
7|Page
Apparel fashion has always changed no matter what category of

apparel it is, and men’s business wear is no exception. Social forces
are believed to influence fashion including men’s. Ones spouse,
family and culture are some of the forces that change fashion.
An example of ones spouse influencing an individual, when he buys

apparel, is that she may accompany him and offer suggestions when
he purchases items of apparel. A male consumer’s family and
culture can influence his purchase decision because of the social
interaction he has with them, including whether his dress is
acceptable to the group
Identification of the role of apparel as a sign of business success is

not a new concept. A review of related literature revealed that self-
image/product image congruity was related to an individual’s
behavior to a particular item and that apparel products had symbolic
meaning. Studies have considered the relationship between the self
and apparel and have taken into account the various aspects of the
self such as actual self-image and ideal self-image.
If the image of an outfit were a positive match with the self-image,

including both the actual self and the ideal self, the apparel item
would be worn most of the time.
Statement of the Problem

Market segmentation has become an important tool used by retailers
and marketers for identifying target customers. Segmentation as the
process of partitioning markets into segments of potential customers
who have similar characteristics and who are likely to exhibit
similar purchasing behavior. Segmentation has become a major tool
8|Page
of companies for planning marketing strategies. Segmentation

research has several objectives that include analyzing markets,
finding a niche, and developing and capitalizing on a superior
competitive position.
This research investigates

Cultural factors such as apparel involvement, media, and reference
group influences, self-esteem and social class. It also investigates
demographics such as income and age.
Do cultural influences, how much money they earn, and their age
make a difference in their apparel choices? Do they let their wives
chose their clothes or do they make these choices?
9|Page
Analysis
10 | P a g e
Brands in Casuals
Brands in Casuals
SPYKAR
7% 13% PEPE
9%
LEE COOPER
11% LAW MAN
11%
LEVIS
KILLER
5% 11%
DOCKERS
2% DUKE
16% LACOSTE
15%
POLO
Chart 1
Out of the top ten brands surveyed in casual category, 16% prefer
Killer because Killer has a wide variety of range to suit all tastes.
Following Killer is Levis with 15% preference because of good
promotional strategies used by the company and also the second
best company in terms of providing good quality. Third position is
taken by Spykar Jeans because of many factors such as fair
publicity, affordable prices, suitable range of colors and comfort.
Fourth position is shared by Lee Cooper, Pepe Jeans and Duke.
11 | P a g e
Brands in Corporate
12 | P a g e
Brands in Corporates
12% LOUIS PHILIP

10%
2% JOHN PLAYERS
PROVOGUE
2%
15%
ARROW
14% PARK AVENUE
OXEMBERG
13% CAMBRIDGE
8%
DONEAR
12% ELEMENTS
12%
EXCALIBER
Chart 2
John Players dominates this category with a major share of 15%

which is due to excellent promotion by signing Hrithik Roshan as
brand ambassador and best quality of material. Cambridge occupies
the second position comprising a 14% share due to large number of
outlets and reasonable rates. Provouge is at the third spot with a
13% share due to absolute publicity using the star-power of Fardeen
Khan and good range of collection. Fourth position is shared by
Park Avenue, Excalibur.
13 | P a g e
Brands in Ethnic
14 | P a g e
Brands in Ethnic
TIMBERLAND
LIBAS
FAB INDIA
MILLIONAIRE
HERITAGE
DIWAN SAHEB
AMARSONS
SIYARAMS
VIMAL
CAMBRIDGE
Chart 3
Millionaire dominates this category with a whooping 18% share

because of its recent outstanding publicity tactics using hoardings.
Millionaire is followed by Amarsons with 16% share due to its fair
advertising and common-man prices. Third position is shared by
Cambridge, Siyarams and Libas with each taking 13% share. The
reason being reasonable prices and good range of collections.
15 | P a g e
Brands in Sports wear
16 | P a g e
Brands in Sports Wear
REEBOK
8% 11% NIKE
8%
ADIDAS
3%
FILA
19%
5% YOUNEX
3% LOTTO
5% SPEED
HEAD
16% 22% PUMA
SLAZENGER
Chart 4
Adiads runs through all other top brands to finish first with 22%
share due to its universal appeal and a very popular logo that
signifies better quality. Nike finishes second with 19% share due to
brilliant advertising that connects to today’s youth. Adidas and Nike
recently sponsored many cricket teams in the World Cup 2007. They
even spend a huge amount on Research and Development i.e. R&D.
Third position is occupied by Fila with 16% share because of great
discounts given by the company. Reebok is at fourth position with
11% share.
Section 1
17 | P a g e
1. I try for pleasing color combinations in my clothing.
Pleasing colour combination in clothing
5%
10%
30%
Always
Usually
20% Sometimes
Seldom
Never
35%
Chart 5
According to the survey, majority of the people seldom try to

wear pleasing colour combinations in their apparel. Also many
people tend to opt for pleasing colour combination.
This is because men are not that specific about colour

combinations and often have second preferences.
2. I try on some of the newest clothes each season to see how

I look in the new styles.
18 | P a g e
Seasonal trial of clothes
5%
15%
20%
Always
Usually
Sometimes
Seldom
35% Never
25%
Chart 6
The chart depicts that majority of the people seldom try new
clothes every season and nearly one-fourth of the people try
new clothes each season. The reason being, the sample tends to
wait for the prices to drop down – typical Indian mentality.
5. When I buy a new garment I try many different

accessories before I wear it.
19 | P a g e
Trial of Accessories before purchase of Apparels
5%
25%
20%
Always
Usually
Sometimes
Seldom
Never
20%
30%
Chart 7
The graph conveys that major proportion of the sample size

sometimes try accessories while buying new garments and one-
quarter of the people always tend to try accessories with new
clothes. The reason being that, in the recent trend accessories
tend to connect more with the apparel.
9. I like to be considered outstandingly well dressed by my

friends.
20 | P a g e
To be known as Outstandingly Well-dressed by

friends
5%
5%
30%
Always
Usually
30% Sometimes
Seldom
Never
30%
Chart 8
The graph shows a mixture of opinions wherein some people do

want to known as well-dressed while some do not. Also very
few people mostly want to be considered as well dressed by
friends.
13. I have a long-term plan for purchasing more expensive

clothes items of clothing.
21 | P a g e
Long-term planning for purchase of Expensive

Apparels
5%
35% Always
30% Usually
Sometimes
Seldom
Never
10%
20%
Chart 9
The graph shows that majority of the people tend to plan on a

long term basis to buy expensive clothes. Nearly half of the
remaining seldom follows the above. The reason being a clear
difference between higher and middle-class purchasing styles.
14. I try to buy clothes with well-known labels.
22 | P a g e
Purchase of well-known labels
5%
5%
Always
Usually
45% 25%
Sometimes
Seldom
Never
20%
Chart 10
The chart depicts that almost half of the sample size usually
tends to buy well-known labels and the demand for labels
decreases with decrease in income. The reason for such a huge
demand for well-known labels being increasing popularity of
branded apparels among today’s youth.
18. I try to keep my wardrobe up-to-date.
23 | P a g e
Keeping ones Wadrobe Up-to-date
10% 15%
Always
Usually
30% 20% Sometimes
Seldom
Never
25%
Chart 11
According to the survey majority of the people not very often

keep their wardrobe up-to-date and one-quarter of the people
sometimes tend to up-to-date their wardrobe. The remaining
half mostly opt to keep their wardrobe up-to-date with the
latest in the apparel section. The reason being ones wardrobe
comprises of huge variety of top labels, which sometimes does
not go with today’s youth culture.
Section 2
24 | P a g e
1. I ask my friends what they are wearing to an event before

I decide what to wear.
Consult friends before selecting ones apparel for an event
0%
20%
25%
Alw ays
Usually
Sometimes
10% Seldom
Never
45%
Chart 12
According to the survey majority of the sample size sometimes

opts to consult their friends before choosing their apparels.
Also, one-fourth of the respondents always take their friends
opinion before choosing their apparels. The reason being,
today’s youth goes for few opinions before taking a decision in
terms of choosing apparels.
3. When I buy a new article of clothing I try to buy

something similar to what my friends are wearing.
25 | P a g e
Buying a new article similar to friends
0%
20%
30%
Always
Usually
5%
Sometimes
Seldom
Never
45%
Chart 13
The chart depicts that majority of the people of the sample size
sometimes tends to buy apparel similar to that of their friends.
Nearly one-third chooses to buy apparel that their friends have
or wear. Only a part of the sample size tends to mostly
purchase apparel that matches to that of their friends. The
reason being in today’s youth culture friends act as the greatest
influencer in terms of apparel.
4. I wear what I like even though some of my friends do not

approve.
26 | P a g e
Choose ones apparel irrespective of opinion of

friends
10% 5%
Always
Usually
30% 40% Sometimes
Seldom
Never
15%
Chart 14
The survey shows that a major proportion of the respondents

usually tend to choose their apparel irrespective of opinion of
their friends. Closely one-third of sample size often wears
apparel that their friends do not approve. The remaining
sometimes tends to wear apparels without the approval of their
friends. The reason being today’s youth is more confident about
their own preferences.
6. I get new clothes for a special occasion if the clothes I

have are not the type my friends will be wearing.
27 | P a g e
Purchase of new apparel for special occasions
10%
25%
Always
Usually
25%
Sometimes
Seldom
15% Never
25%
Chart 15
The survey shows that majority of the respondents in the

sample size sometimes tend to buy new clothes for special
occasions and the remaining usually or often purchase new
clothes for special occasions. This is because the youth today
prefers change in taste in every aspect of apparels.
Section 3
28 | P a g e
1. I try on clothes in shops just to see how I will look in

them without really planning to buy them.
Trial of apparel without planning to buy
10%
35% Always
Usually
30% Sometimes
Seldom
Never
10%
15%
Chart 16
The chart depicts that more than one-third of the sample size
tends to always try new clothes in shops without having the
intention to buy them. The remaining often tends to try new
clothes in shops without really planning to buy them. The
reason for this being the youth today tend to search for value
for money and then opt for buying such apparels.
2. I wear different clothes to impress people.
29 | P a g e
Wearing different apparel to impress people
5%
20%
20%
Always
Usually
Sometimes
Seldom
Never
20%
35%
Chart 17
According to the survey more than one-third of the respondents

not very often tend to wear different clothes to impress people.
The remaining respondents sometimes opt to wear different
clothes with the intention of impressing people. The reason
being today’s youth believes more in simplicity.
3. I decide on the clothes to wear according to the mood

that I’m in that day.
30 | P a g e
Choice of apparel on the basis of ones mood
10%
25%
10%
Always
Usually
Sometimes
Seldom
25% Never
30%
Chart 18
The chart depicts that close to one-third of sample size not very
often tends to choose their apparel depending on their mood.
Quarter of the people very rarely make their choices of their
apparel on the basis of their mood. The reason for the above
being that the youth today is very moody and gives very less
importance to what the situation demands.
4. I have more self-confidence when I wear my best

clothes.
31 | P a g e
More Self-Confidence on waering New Apparels
5%
10%
5% Always
Usually
50% Sometimes
Seldom
Never
30%
Chart 19
According to the survey half of the respondents never tend to

relate their self-confidence with their best apparel they wear
and close to one-third of them seldom tend to connect their
self-confidence with their apparel. The reason for the above
being that today’s youth follows the trend that does not connect
confidence and apparel.
Section 4
32 | P a g e
1. Who is the most important influence on your choice?
Most important Influencer in choice of apparel
0%
5%
25% Wife
Friends
Girl-friend
55%
Colleagues
Others
15%
Chart 20
More than half of the respondents are mostly influenced by

their friends and colleagues are the second best influencers in
terms of choice of apparels.
2. Which media do you use the most when looking for

information about apparels?
33 | P a g e
Most informative media in terms of apparel

information
0%
15% 0%
Television
Radio
Newspapers
50% Magzines
Internet
30% Others
Do not Use
5% 0%
Chart 21
Television dominates all other media in providing information

about apparels. The second most informative media is
magazines followed by the internet.
3. What is the highest level of education you have

completed?
34 | P a g e
Highest level of Education complted
15% 5%
0%
Associates Degree
Bachelors Degree
20% Masters Degree
Ph.D or Equivalent
Other Professional Degree
60%
Chart 22
More than half of the respondents are people holding or

pursuing a Bachelor’s Degree. People with Master’s Degree and
Other Professional Degrees are almost equally divided.
4. What is your marital status?
35 | P a g e
Martial Status
5%
10%
Never Married
Married
Divorced
85%
Chart 23
More than three-fourth of the respondents are not married while

the remaining includes married as well as married as well as
divorced respondents.
5. What was your total income that you, yourself, earn

monthly?
36 | P a g e
Total Income per month
25% 25%
No Income
Less than Rs. 5,000
Rs. 5,000 - 10,000
0% Rs. 10,000 - 20,000
5% Rs. 20,000 - 25,000
Rs. 25,000 - 30,000
5%
Rs. 30,000 and Above
30% 10%
Chart 24
Nearly one-third of the respondents earn in the range of Rs.20,

000 to Rs.25, 000 per month. Whereas, people having no
income and people having income of Rs.30, 000 and above
constitute of quarter of the sample size respectively. People
having monthly income of less then the range of Rs.10, 000 to
Rs. 20,000 are minimal.
CONCLUSION
37 | P a g e
From the survey that was conducted, we conclude that

majority of the people are inclined more towards casuals.
This is followed by Corporate and Sportswear both getting
decent responses. Ethnic comes last with minimal number
of respondents preferring ethnic wear.
The survey shows that majority of the sample size seldom

tend to update their wardrobe and hence not very often do
they opt for pleasing colour combinations and seasonal trial
of new styles in apparels. Also today’s youth only
sometimes cares to be considered as outstandingly well-
dressed by their friends, which is majorly responsible for
their trial of accessories during the purchase of new
apparels. Today’s youth majorly tend to go for branded
clothes and they always plan long-term for the final
purchase.
Today’s youth sometimes ask their friends about their

apparels before choosing ones apparel for an event and
hence do not care about buying new clothes similar to that
of their friends. The youth today, wears what they like
irrespective of his/her friend’s approval. The survey also
depicts that today’s youth always prefers new clothes for
special occasions.
The survey shows that today’s youth always try new clothes
without planning to buy them. They not very often try on
38 | P a g e
different apparels to impress people. They also very rarely

decide on clothes according to their mood and never
connect self-confidence with their apparels.
SURVEY ON CULTURAL CONNECT

TO YOUTH APPAREL
39 | P a g e
Name:
_______________________________________
Age:
______________
Occupation:
_____________________
Which category do you more relate to?

Choose within the following brands:
Sr.no Casual Corporate Ethnic Sports wear
1. SPYKAR LOUIS PHILLIP TIMBERLAND REEBOK
2. PEPE JOHN PLAYERS LIBAS NIKE
3. LEE COOPER PROVOGUE FAB INDIA ADIDAS
4. LAW MAN ARROW MILLIONAIRE FILA
5. LEVIS PARK AVENUE HERITAGE YONEX
6. KILLER OXEMBERG DIWAN SAHEB LOTTO
7. DOCKERS CAMBRIDGE AMARSONS SPEEDO
8. DUKE DONEAR SIYARAMS HEAD
9. LACOSTE ELEMENTS VIMAL PUMA
10. POLO EXCALIBUR CAMBRIDGE SLAZENGER
If others, please specify
SECTION I:
Read the following statements and rate each according to

the scale given below.
40 | P a g e
Indicate your choice by recording the number in the blanks

provided to the right of each statement.
Scale:
Always, very few exceptions 5
Usually, majority of the time 4
Sometimes 3
Seldom, not very often 2
Never, very few exceptions 1
1. I try for pleasing color combinations in my clothing. ____
2. I try on some of the newest clothes each season to see how I

look in the new styles. ____
3. I “wear/dress-up” clothes to make an ordinary occasion seem

more exciting. ____
4. I read magazines and newspapers to find out what is new in

clothing. ____
5. When I buy a new garment I try many different accessories

before I wear it ____
6. I avoid wearing certain clothes, which do not make me feel

distinctive. ____
7. I am more careful with my clothing than my friends are with

their clothing. ____
41 | P a g e
8. I look at accessories while shopping to see what I might use

together. ____
9. I like to be considered outstandingly well dressed by my

friends. ____
10. I spend a good deal of time coordinating the colors of items

in my wardrobe. ____
11. When new styles appear on the market, I am one of the first
to buy them. ____
12. I get bored with wearing the same type of clothes all the
time. ____
13. I have a long-term plan for purchasing more expensive

clothes items of clothing. ____
14. I try to buy clothes with well-known labels. ____
15. Its fun to try on clothes with different accessories to see

how they look. ____
16. I carefully coordinate the accessories that I wear with my

clothing. ____
17. I plan and prepare clothes to wear several days in advance.

____
42 | P a g e
18. I try to keep my wardrobe up-to-date. ____
19. I like to know what is new in clothing even if my friends

are uninterested and even though I would not wear it myself.
____
SECTION II:

the scale given below. Indicate your choice by recording the
43 | P a g e
number in the blanks provided to the right of each

statement.
Scale:
Sometimes 3
1. I ask my friends what they are wearing to an event before I

decide what to wear. ____
2. I am uncomfortable when my clothes are different from all

others at the party. ____
3. When I buy a new article of clothing I try to buy something

similar to what my friends are wearing. ____
4. I wear what I like even though some of my friends do not

approve. ____
5. I have gone places and felt uncomfortable because my

clothes were not similar to others. ____
6. I get new clothes for a special occasion if the clothes I have

are not the type my friends will be wearing. ____
44 | P a g e
7. I try to dress like my friends so that others will know that I

am part of the group. ____
8. I feel more a part of the group if I am dressed like my

friends. ____
9. I would rather miss something than wear clothes that are not
appropriate. ____
SECTION III:
the scale given below. Indicate your choice by recording the
45 | P a g e
number in the blanks provided to the right of each

statement.
Scale:
Sometimes 3
1. I try on clothes in shops just to see how I will look in them

without really planning to buy them. ____
2. I wear different clothes to impress people. ____
3. I decide on the clothes to wear according to the mood that

I’m in that day. ____
4. I have more self-confidence when I wear my best clothes.

____
5. I am aware of being more friendly and outgoing when I wear

certain clothing. ____
6. I enjoy wearing unusual clothing even though I attract

attention. ____
7. Certain clothes make me feel more sure of myself. ____
46 | P a g e
8. I feel and act differently if I am wearing my best clothes.

____
9. I buy clothing to boost my morale. ____
10. I get bored with wearing the same type of clothes all the
time. ____
SECTION IV:
Indicate your choice by placing a CHECK or X in the spaces
provided after each response.
47 | P a g e
1. Who is the most important influence on your choice? (Check

only one answer)
1) Wife _____
2) Friends _____
3) Girl-Friend _____
4) Co-Workers _____
5) Others _____ (Explain) ________________________
2. Which media do you use the most when looking for

information about apparels?
(check only one answer)
1) Television _____
2) Radio _____
3) Newspapers _____
4) Magazines _____
5) Internet _____
6) Others _____ (Explain)_________________________
7) Do Not Use _____
3. What is the highest level of education you have completed?

1) Associate’s Degree _____
2) Bachelor’s Degree _____
3) Master’s Degree _____
4) Ph.D or Equivalent _____
5) Other Professional Degree (Specify)_________________
4. What is your marital status?
1) Never Married _____
2) Married _____
48 | P a g e
3) Divorced _____
4) Separated _____
5. What was your total income that you, yourself, earn

monthly?
1) No Income____
2) Below Rs 5000 _____
3) Rs 5000 -10000 _____
4) Rs10000 -20000 _____
5) Rs 20000-25000_____
6) Rs 25000-30000______
7) Rs 30000 and Above______
Recommendations Page
49 | P a g e
Companies need to concentrate on the Male Sector if they want

to Sustain in this competitive Market
There are people of different backgrounds and social

Standings that deserve good clothes that give value for their
money
Every person rich or poor has the right to present himself the
way he would like to and vendors need to give an opportunity
for them to do so.
Bibliography
www.fashionweak.com
www.fashionformen.com
wikipedia
Hunk Magazine 12 edition
50 | P a g e

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Consumer Behaviour For Apparels Among Youth

“Consumer Behaviour for Apparels Among

IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR

LALA LAJPAT RAI INSTITUTE OF

PROJECT GUIDE CERTIFICATE FORM

This is to certify that the dissertation submitted in partial

Mr. GOBIND SINGH KOHLI

under my supervision and guidance no part of this report

Place: Roll No.:

(Director, LLIM) (Project Guide)

I hereby declare that this dissertation submitted in partial

I further certify that I have no objection and grant

Name: GOBIND SINGH KOHLI

Class: MMS II (MARKETING)

I GOBIND SINGH KOHLI the undersigned Roll No.

Sr. No. Date Signature of the Internal Guide

Signature of the Candidate Signature of Internal

PROJECT GUIDE CERTIFICATE FORM

This is to certify that the dissertation submitted in partial

Place: Roll No.:

This project has been a great learning experience for me. I

I express my heart-felt gratitude towards my parents,

I also express my profound gratitude to Lala Lajpatrai

I would like to thank all the professors and the staff of la

Last but not the least, I am thankful to all those who

More information is needed to understand the male consumer.

The purpose of this research was to investigate males to

Data were collected from a convenience sample of 20 males.

Apparel fashion has always changed no matter what category of

An example of ones spouse influencing an individual, when he buys

Identification of the role of apparel as a sign of business success is

If the image of an outfit were a positive match with the self-image,

Statement of the Problem

of companies for planning marketing strategies. Segmentation

This research investigates

12% LOUIS PHILIP

John Players dominates this category with a major share of 15%

Millionaire dominates this category with a whooping 18% share

Brands in Sports wear

Brands in Sports Wear

1. I try for pleasing color combinations in my clothing.

Pleasing colour combination in clothing

According to the survey, majority of the people seldom try to

This is because men are not that specific about colour

2. I try on some of the newest clothes each season to see how

Seasonal trial of clothes

5. When I buy a new garment I try many different

Trial of Accessories before purchase of Apparels

The graph conveys that major proportion of the sample size

9. I like to be considered outstandingly well dressed by my

To be known as Outstandingly Well-dressed by

The graph shows a mixture of opinions wherein some people do

13. I have a long-term plan for purchasing more expensive

Long-term planning for purchase of Expensive

The graph shows that majority of the people tend to plan on a

14. I try to buy clothes with well-known labels.

Purchase of well-known labels

18. I try to keep my wardrobe up-to-date.

Keeping ones Wadrobe Up-to-date

According to the survey majority of the people not very often

1. I ask my friends what they are wearing to an event before

Consult friends before selecting ones apparel for an event