A STUDY

ON
CONSUMER PERCEPTION TOWARDS ETHENIC
WEAR

Synopsis
Bachelor of Business Administration
(2016-2017)

Submitted by:

GURU NANAK COLLEGE OF ENGINEERING AND TECHNOLOGY

LUDHIANA

TABLE OF CONENTS

Chapter I: Introduction
Chapter II: Review of Literature
Chapter III: Objectives of the Study
Chapter IV: Research Methodology
Bibliography

INTRODUCTION
The apparel industry is greatly influenced by the ever changing consumer demand and
preference. Due to rapid urbanization and higher disposal of incomes, Indian consumers are now
becoming more brand conscious. This is in-depth study and analysis of feasible market trends,
demographics, consumer perception and their spending patterns. Research paper is to analyze the
potential customer of ready to wear ethnic wear in terms of demographic and psycho economic,
in Mumbai. Research starts with designing questionnaire. Purpose of study is to identify target
audience can be categorized and the audience with highest potential was selected. Finding of
research was drawing promotional strategies for the target segment.
India is a country of great diversity and it is beautifully depicted in the different traditional &
ethnic wear. Todays customers have varying interests with respect to buying apparel and an
attractive segment in apparel business is ethnic apparel. Marketers need to understand the
perception of customers so as to cater the challenge of diversity. Ethnicity & Diversity can
provide a new source of top-line growth by bringing in an opportunity for new product
development. A recent study on average trading density (sales per sq ft per month) across
organized retail formats ranks traditional ethnic fashion almost doubles that of western fashion
brands. According to the study by retail planning consultancy Asipac Projects, new generation
ethnic fashion brands such as Biba, W and Global Desi have an average trading density of Rs 1,
600 psfpm compared to Rs 900 psfpm for national western fashion brands and Rs 850 psfpm for
international labels. The Indian women's wear market is estimated at Rs 43, 500 crore as of 2008,
according to Technopak. Ethnic wear accounts for 67% of the Indian woman's wardrobe and is
growing 8-9%, annually. The aim of the study was to understand consumer perception with
respect to ethnic apparel and investigate the factors contributing towards purchase of ethnic
apparel. This would bring an insight on the key factors affecting purchase decision of customers
which may be used for marketing & selling of ethnic apparel. The study throws light on various
features that the manufacturers should concentrate on to attract the prospective buyers. This
study concludes that consumer perception plays a vital role in marketing ethnic apparel and there
is more scope for extensive research in this area.

Ethnic wear refers to traditional dress worn by people belonging to a certain ethnic group or
culture. They are important because they tell people about your belonging and wearing them is
like showcasing your own culture or race. Wearing them is also a way of showing your respect
for people who are gathered in traditional and religious ceremonies. The common types of ethnic
wear that are worn in India are kurta and kurta pyjama set for men and sarees, kurtas. lehengas
and kurtis for women. Traditionally worn for formal functions and celebrations where you
engage in traditional practices and prayer sessions, they have come to be considered as casual
wear too.
Ethnic wears now come in modern designs so that they can be worn in different settings and for a
variety of occasions. A printed sari can be paired with matching blouse and accessories for a
birthday party or a marriage ceremony. You can wear kurtis with jeans or leggings when you are
out to have some fun or engage in some energetic activity. You can wear a printed or
embroidered churidar set to work, in case you are celebrating an ethnic day or to give a break to
your normal dressing routine. Men can wear kurta-pyjama sets to traditional functions or when
visiting places of worship. The shorter kurtas can be paired with trousers and jeans to add some
variety to your style. There is a whole range of ethnic wear in different designs from brands like
Biba, Aurelia, Soch, W, Shree, Mother Earth, etc.
The aim of this project is to find the potential of ethnic wear in Indian market for plus size
women. Women in India are now waking up to the potential of high fashion in all sizes. Were
seeing a growing demand for latest trends and styles in the size range of XL-XXXL in both
western and ethnic wear. The kurti is fast emerging as the preferred choice of dress for larger
sizes. Meanwhile the top fabrics of choice in this segment are chiffon and georgette because they
give the wearer a long flowing look.
The Indian women ethnic wear industry has taken great strides over the past few years, and
today, many of the world's leading fashion labels are sourcing their products from India.
Moreover, with changing lifestyle, rise in the number of working women, rapid urbanization and
increasing awareness, the women ethnic wear market in India is anticipated to register a strong
growth in the coming years.

This report is an outcome of extensive primary & secondary research spanning over 3 months
and thorough analysis of industry trends. For the study, I have conducted F2F and telephonic
interviews with proprietors/store-operators of retail outlets. In addition, I also interviewed more
than 200 women of all age groups in Mumbai region to embrace various aspects of the industry
trends in the report. The report is based on in-depth study and analysis of trends, demographics,
consumer behaviour, and spending patterns. Additionally, I have identified and rated various
factors influencing the customers in selecting an ethnic wear product, based on the survey.
Besides, the report also discusses marketing strategies a company should adapt to increase its
sales of ethnic wear. The section has been incorporated after thorough analysis of the Indian
market trends, consumers' buying habits and analysis of growth strategies of various companies.

Growth of the Indian Ethnic Wear Market

The unorganized segment, which traditionally, and still largely, caters to the ethnic wear industry,
has demonstrated steady growth over the past years and is set to grow further by 8.4% over the
next decade from the present INR 61,679 crore, or USD 11.63 billion. Modern retail, especially
large format retailers are ramping up their expansion plans across metros and Tier I & Tier II
cities. This will contribute significantly to the growth of the Indian ethnic wear market. The
womens segment currently accounts for an overwhelming 87% of the total ethnic wear market at
INR 54,425 crore (USD 10.26 billion); it is the growth of this segment that will continue to drive
the overall sector. The womens wear segment alone is expected to grow at a steady rate of 8%
over the coming decade. The ethnic kidswear segment is projected to grow at a CAGR of 10%
for the next few years. Even within kidswear, it is interesting to note that the girls ethnic wear
market is two and a half times the size of the boys ethnic market. While the market for men,
presently at INR 1623 crore (USD 305.82 million), is expected to grow at a CAGR of 8.5%, this
will largely be within the high fashion, high value segment that is heavily guided by occasionbased purchases. The opportunities thrown up by the wedding/bridal market in India are
tremendous. Right from local boutiques to established traditional retailers and regional brands,
every bridal wear retailer is vying for a share of the loyal consumers wallet in a market that is
governed more by design than brand. Niche brands such as Manyavar, Diwan Saheb, and Vastra
are few examples of players that have managed to command a premium for their services. Owing

to the religious and cultural diversity of India, a wide range of occasions are celebrated. Such
celebrations typically start early in the year in January, when Northern India celebrates Lohri,
and culminate around OctoberNovember with Dussehra and Diwali. On such festive occasions,
consumers tend to purchase ethnic wear for both personal use and for gifting, as brands typically
bring out new trends and designs to coincide with a festive occasion. These occasions typically
drive the growth for womens, kids, and mens ethnic wear. Ethnic wear was initially a category
that was largely restricted to the older age segment. However, it is now finding acceptance even
among younger consumers, especially women. The young college going girl teams her Indian
kurta with either a pair of denims or leggings that represent a fusion of ethnic wear with western
wear. This has led to brands focusing on ethnic fusion wear product offerings, in western styles
and prints, in order to capture the opportunity. With an interesting interplay of wovens and knits,
these brands have completely redefined ethnic wear for younger consumers. Ladies across all
ages prefer the salwar kameez subcategory as it is associated with the attributes of convenience,
comfort as well as contemporary fashion. One of the key emerging trends contributing to the
growth of this segment is the gradual increase in the number of women in the corporate
workforce. Many brands have been able to envision this opportunity and have made suitable
changes in their respective product portfolios. Thus it is not surprising that, within ethnic wear,
kurtas and salwar kameez, which represent 38% of womens ethnic wear market, are expected to
grow at robust rates in the next decade. Currently at INR 20,700 crore (USD 3.90 billion), the
salwar kameez category is poised to witness optimistic growth at a CAGR above 10%.

Although traditional markets shall continue to be of importance, a consequence of the above

factors is the increasing salience of modern formats among consumers. Until modern retail
opened its doors for urban consumers, local tailors and neighbourhood boutiques were satisfying
the ethnic wear needs of most consumers. Large format retailers were unheard of. Further, these
local tailors barely met standards in terms of quality and designs. With the coming of modern
retail, consumers have easy access to branded products that straddle the tiered pricing segments.
In the value segment where few organized brands have been able to make a mark for themselves,
large format retailers such as Reliance Trends, Max, and Big Bazaar offer private labels. In the
premium segment, there are national players such as BIBA and W, to name a few, while strongly

entrenched local players dominate their respective geographies. Neerus, in Hyderabad, Frontier
Bazaar and Bombay Selections, in Delhi, and Jashn, in Mumbai, are some examples.
Popular LFS formats such as Shoppers Stop, Lifestyle, and Westside are increasing the width of
the private label offering and offer the consumers contemporary styling as well as convenience
of comparing multiple brands under one roof
A very crucial pocket of growth will be the demand from the small towns, which are the metro
cities of the future. A large number of brands are already eyeing this opportunity. Miraaya, for
instance, has a strong presence in Tier II and Tier III cities both through its EBOs and large
formats. BIBA has also opened a large number of stores in Tier I and Tier II cities like Vadodara,
Indore, Patna, Visakhapatnam, Agra, etc. However, the demand for ethnic wear is large even
within these cities and this demand frequently drives small town consumers to big cities for their
shopping requirements. The onset of the e-commerce revolution is also changing the game.
Consumers are able to purchase many, if not all, popular ethnic wear brands from the comfort of
their homes.
With many physical brands setting up online stores and others selling through online portals,
customers who do not have access to physical stores can purchase the brands online. Though
there are issues that need to be ironed out before the online space emerges as one of the preferred
shopping destination for ethnic wear, many ethnic wear brands have started to think of their
online presence as a viable sales channel rather than just a website.
As different channels continue to emerge and evolve in the ethnic wear market, the growth of
brands will be largely dependent on their ability to differentiate themselves across product and
service offerings.

REVIEW OF LITERATURE
Fernandez, P. (2009), focuses on the impact of branding on youth in choice of clothing as it is
hypothesized that they are brand conscious. He suggests that brand conscious is the right choice
of clothing, which helps them create an image and identity for themselves. Peer influence plays a
crucial role in their choice of brands as it aids in their socialization process. In addition,
advertising is an important variable in conferring brand values and establishing an image for the
brand. Celebrity endorsements have a huge impact on branded clothing too as they promote
certain attributes like image, quality and status. The researcher recommends that to retain loyalty
of youth, brand managers need to build an emotional attachment to make the brand special and
bring lasting competitive advantage. Additionally, advertising should be used to not only create
awareness but influence brand image and preference.
Khare, A. (2010), suggested that in developing countries, consumers are becoming conscious of
fashion brands. He was directed towards understanding the determinants of fashion clothing
involvement of Indian youth. He researched on Youths of Indian colleges to understand the
importance of fashion apparels in their lives.. The results show that Indian youth is involved with
branded fashion wear. There was not much significant difference in the involvement of females
and males towards fashion clothing.
Verma, A.P. and Tiwari, K(2011) covered the medium to high potential consumers that
international and national brands can target in the Indian context. This study measures the
segment values of some brands those have achieve success in the Indian market. Study shows
that people are becoming mere brand conscious with the increase in income level. Brands and
individuals would do well to understand the finer aspects of the scenario, and venture out to
capitalize on the opportunities.
Yin, H.S. and Susan, S. (2012) this study examine the purchase preferences towards foreign and
domestic branded apparels. It was found that preferences towards foreign branded apparels are
related to the level of purchasing power and is not related to the demographics variables. 58% of
the students surveyed preferred foreign branded apparel. There is a positive relationship between

media influence and preferences towards foreign/domestic branded apparels. The more a person
is exposed to the media, the stronger will be the influence of the media in persuading the
individual to purchase the apparel.
Mittal, P. and Aggarwal, S. (2012) in this study one can understand that the consumer and his
behavior is the cornerstone of success in marketing. It includes all the physical, mental and
emotional processes and concerned behavior which are observable before, during and after each
and every purchase of goods and services. This make us compelling to understand, observe,
record and react to such behavior, in case we want to have win-win strategy that matter for
marketer and the customer both. The research report presented is based on the Consumer
Perception towards Branded Garments. Through this study an attempt has been made to
practically understand those emotional or rational appeals, which drive the purchase decision
toward the branded garments. Also certain demographic and psychographic profiles have been
studied and certain relation has been developed.
Rajput, N and Kesharwani, S (2012) this article defines that the Modern era provides high
quality materials and lot of variety in Indian garment market to satisfy the desire of customers.
The customers are utilizing the opportunity too. The results confirm that Indian people have
become highly brand conscious presently. Hence, brand image is a not a significant factor in
choosing the product or brand to buy. There are other aspects like, quality, comfort, expectations
and demographic characteristics are also influence to the purchasing decision that dominate the
purchase decision of males and females. The gender differences do exist with respect to build
attitude towards fashionable apparels and brands. The study gives us the information males are
equally interested to go for shopping as females along with they spend excess money during
shopping than their female counterparts. Frequency of males going for shopping with their
companions has increased over times and has reached almost at par with that of females. Attitude
of males towards clothing varies from that of females.

OBJECTIVES
1) Critically evaluate mens ethnic wear market in India.
2) Analyze the factors which impact the success of a brand in the ethnic mens wear industry
3) Customer perception on ethnic wear.

RESEARCH METHODOLOGY
DEFINITION
Research means scientific investigation on specific topic. In fact research is an art of scientific
investigation and also a search for knowledge. Research consists defines problem, formulating
hypothesis, collecting, organizing and evaluating data suggesting solutions. The advance
learners dictionary of current English lays down the meaning of research as A careful
Investigation or Inquiry especially through search for new facts in any branch of knowledge
RESEARCH DESIGN
Research design is very important part of the research methodology. To gain familiarity with the
phenomenon or to achieve new insights into the study so we go for Descriptive research design.
SIZE OF SAMPLE
The overall sample involved in the study consisted of 100 individuals.
Keeping in view the limited resources of time, a limited sample of 100 employees from local
area of city of Ludhiana was picked up.
COLLECTION OF DATA
Data collection is one of the important tasks of market research project which is based on
primary data. While collecting data utmost care must be exercised because data constitute the
foundation on which the super structure of market research is built. Data may be obtained either
from the primary resources or secondary resources.
Primary Data
In primary data collection, we will collect the data using methods such as interviews and
questionnaires. The key point here is that the data collected is unique to research.

There are many methods of collecting primary data and the main methods include:

Questionnaires
Interviews
focus group interviews
observation
case-studies
portfolios

The primary data, which is generated by the above methods, may be qualitative in nature
(usually in the form of words) or quantitative.
For my research purpose I will collect data by the mean of:

questionnaires
case-studies

Secondary Data Collection

All methods of data collection can supply quantitative data (numbers, statistics or financial) or
qualitative data (usually words or text). Quantitative data may often be presented in tabular or
graphical form. Data that has already been collected by someone else for a different purpose to
us is called secondary data.
Sources of Secondary Data

books
companys records
journals
Websites

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Advances In Management vol. 5(4) Apr. (2012)
Khare, A. & Rakesh,S. (2010), Predictors of fashion clothing involvement among Indian
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Mittal, P. & Aggarwal, S. (2012), Consumer perception towards branded garments : A study of
Jaipur. IJRFM Volume 2, Issue 2 (February 2012)
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International Journal of Marketing Studies Vol. 4, No. 2; (April 2012)
Rajput, N., Kesharwani, S. & Khanna, A.(2012), Dynamics of Female Buying Behaviour: A
Study of Branded Apparels in India, International Journal of Marketing Studies; Vol. 4,
No. 4; 2012
Verma, A.P. & Tiwari, K. (2010), A Study on Consumers perception about branded clothing
store and merchandise Levis Stores & Koutons Store in India.