RESEARCH PROJECT REPORT
[MBA 043] ON
“Role And Influence Of Children In Buying
Children’s Apparel With Reference To Mirzapur
City”
Submitted in partial fulfillment of the requirement for the
award of
Master Business Administration
Under the Supervision of
Mr.Vikas PandeyLecturer
(Department of Business Administration)
Submitted by
Vindhya Kumar Gupta
Roll no. 0925470043
MBA IVth Semester
2010-2011
Bhabha Institute of TechnologyAffiliated to Gautama Buddha Technical University, Approved by
AICTE
Ramabai Nagar (Kanpur)
DECLARATION
I,VINDHYA KUMAR GUPTA as a student of Master of Business
Administration (M.B.A) in BIT. KANPUR declares that I have
undergone training in Mirzapur city for twenty days. This report is a
genuine work by me and I have done my best to present the things,
facts and figures in the best manner. I have disclosed full honesty and
prosperity & avoid my biasness while writing this report. I am also
thankful to my teachers for their help and I am sure that this report
reveals some genuine information and catches the reader’s attention
that came across with this report.
(VINDHYA KUMAR GUPTA)
ACKNOWLEGEMENT:-
A work is never a work of an individual. We owe a sense of gratitude
to the intelligence and co-operation of those people who had been so
easy to let us understand what we needed from time to time for
completion of this exclusive project.
Here I would like to thank all the people who directly or indirectly
helped and supported me in completing this project.
Therefore I would like to express greatest gratitude Dr. Pradeep
Bajpai, Director General, BGI, Kanpur, for providing me his
support as and when needed.
I also express deep sense of gratitude and hearted thanks to Mr.
VIKAS PANDEY, Lecturer of Business Administration
Department) for valuable guidance and encouragement.
I would like to failing in my research work if i do not express my
heartfelt thanks to all the staff of the organization from where i have
got the support and guide and cooperation at every step which help me
perform my work to the best.
I am thankful to my all family members, who gave me proper support
in my all situations, which make me very tense in those moments.
\
VINDHYA KUMAR GUPTA
EXECUTIVE SUMMARY
The project has been prepared to deliver, as much information from the
very small but resourceful facts to must be known facts. Hence we had
to do survey in buying behavior of children and their parents for the
children apparel.
The project report tells about to study the role and influence of
children in buying children apparels. Ltd. In this report I have tried to
provide all the necessary information related to the topic and also
provide the latest trends which are happening in a day to day life in this
segment of garment markets.
In this report I have tried to choose a very simple and easy
language so that the project report can be easily understood by any
stranger.
CONTENTS
ACADEMY CERTIFICATE DECLARATION ACKNOWLEDGEMENT EXECUTIVE SUMMARY
Page No.
Chapater-1 Introduction 1-10 Problem Definition Review of the literature
Chapater-2 Children apparel market in India 11-14
Chapater-3 Industry Profile 15-28
Chapater-4 Conceptual frame work of topic- 29-48 An overview of Kid’s wear market Buying behavior-Apparel shopping Babies world
Chapater-5 Research Methodology 49-53 Statement of Objective Research design Unit of analysis Sources of data Sampling plan (sample extent, design & size) Data Collection method Limitation of study
Chapater-6 Analysis & Interpretation 54-71
Chapter-7 Finding, conclusion & Recommendations 72-74
Appendix
Bibliography , Questionnaire.
INTRODUCTION-
Children are one third of our population and our entire future- select
panel for the promotion of child health, 1981.
Some may say that children are just children- laughing, crying,
juggling between home, school, classes, tuition etc. I wish the picture
was this simple but we all know that it is not. There was a time when
children were not spoken of as spenders or customers but as savers and
future customers. But today, they are viewed as three markets in one:
They are current market that spends money on their desires.
They are a future market for most goods and services.
They are also a market of influential who cause many billions
of dollars of purchases among their parents (Mc Neal 1987).
However, the research done on this market segment in India is very
less, especially considering the fact that as per statistics, India’s
population is more than 1.2 bn and today, population under 18 years of
age comprises a major part of our population. In 2005, about 36% of
the population was below the age 15. The broad based age and sex
population pyramid by UN clearly shows this youthfulness. (Haub Carl
and Sharma O.P, 2006). Also the annual disposable income in India
has increased from USD mn 468,998.16 in 2004 to USD mn
754,736.09 in 2008 (Euro Monitor International).
Thus the potential of children’s market in India is huge and needs more
research. While western authors have categorized products for direct
consumption by the child or parents or for the household. Indian
researchers have not followed this typology. Researchers in India have
generally focused on durable purchases (Singh and Kaur, 2006).
Children in India may not have the purchasing power comparable to
their western counterpart but are still the centre of the universe in the
Indian family system and can pull the parents to visit place time and
again. They not only influence markets in terms of parental decisions
(making them to buy a certain kind of product), but they also are future
consumers. Hence, more investigation in children’s role in family
decision making is imperative.(Kaur and Singh, 2006). In view of the
above, the aim of this paper is to analyze the role and influence of
children in buying children’s apparel.
LITERATURE REVIEW
The apparel market in India is estimated at Rs 117300 cr. And kids
wear market is estimated at Rs 28,800 cr. This makes it 24.5% of the
total apparel market. (Technopak advisors,2008)
Children as consumers-
Children constitute three different markets: the primary, the influencer
and future market(Mc Neal, 1987)
Changes in roles
The family structure in India has changed considerably in the last two
decades. Joint households are making way for nuclear families. There
is an increase in the number of working women and a growing
awareness among women to carve a career while managing the family.
Overridden by guilt over protracted absence, fatigue and work
pressure, the parent centered family has changed its orbit and has
become child centeres. (Rajesh Sud, 2007). Hence the role of children
in family decision making is increasing.
As per a research in Denmark, the family communication has
become more open and democratic and this openness in family
communication creates a possibility for children to achieve influence
on family decision making. (Tufte, 1999). Another research says that
with parents working many hours away from home, it leaves less time
for housework. This results in higher influence of children (Mc
Neal,1992). There is definitely no doubt that changing scenario in
India has also brought about changes but the question is to what extent.
Are the children the final deciders also?
In western research, children have been reported to have influence in
purchase of products like snacks, toys, cereals, holidays/ vacations
(Ahuja and Stinson 1993, Jensen, 1995, Williams and Veek 1998)).
However, researches in India with children have focused more on
consumer durables (Kaur and Singh, 2006). It is important to
understand their influence in articles of their use or the products with
which they identify.
SOURCES OF INFLUENCE
One must also understand as to how are the children educated about
various products (who is their source of influence). While in earlier
times parents definitely had a strong influence inculcating values and
educating children about various products, the advent of technology in
the recent times has changes the scenario. Today it is difficult to tell
whether parents are influencing children or children are influencing
parents.
According to Piaget’s theory about childhood development, there are
four stages of development of the child. The first level is called the
Sensory motor stage lasts from 0-2 years. The child develops motor
skills and explores objects that can be seen, felt and touched. The next
is the pre-operational stage from 2-7 years. A child can now pretend
and remember and can noe begin to understand symbols more complex
than simple words. He picks up these symbols and uses them to
communicate and play. Pretending now becomes easy for the child but
he/ she tends to be extremely self-centered. The child gets away from
this self-centered stage and moves to concrete operations stage from 7-
11 years. The child advances in his /her ability to use symbols in a
logical way. Concrete problems can be tackled and successfully
understood. Putting things in order and classification abilities are learnt
at this stage. From 12/13 years of age through adulthood, we live in
Formal Operations stage. The child able to do abstract thinking and
apply to the real world.
Researchers have found that purchase request by children are strongly
stimulated by commercials or friends who have purchased the product
(Jensen, 1995). In an Indian study it was also found that in adolescent
girls, influence of friends and peers was the main reason for purchasing
clothing items. (Kotwal, Gupta. Devi, 2008)the appearance of a spokes
character in an appealing or unappealing fashion had no bearing on the
participants’ ultimate purchase influence/ intention of food product
more than the elder kids. The younger kids might have also preferred
the animation style of commercials with older kids feeling as if they
are too mature to watch cartoon.(Anonymous,2007).
For the purpose of this study , children in the age group of 8-12 years
were considered as this is the time when they start realizing the power
of their influence and how to use it. It would be interesting to study in
the Indian context as to how do they use it and who is their source of
influence.
Who is more influential- child or parent?
One can say with confidence that two decades back in India, parents
were more influential (in case of an argument, the chances of the
parent winning the argument were more) but today, the children enjoy
a different relationship with their parents.
Using social power theory it was found that when children feel entitled
and privileged, they resort to negative influence attempts like
deception, anger, begging etc. if
they think that parents have
legitimate power to direct action,
they utilize positive influence
attempts like asking politely etc.
(Williams and Burns, 2000).
Daughters were generally more
influential than sons. Father and elder daughters and mothers and sons
were found to work together to gain influence. Influence of a mother
was strongest and mothers and sons were found to work together to
gain influence. Influence of mother was strongest during negotiation
and outcomes stage when both the children were male. Mothers in
families with two daughters had greater decision power than when the
family had an elder daughter and a younger son (Lee and Collins,
1990).
The literature review pointed repeatedly that research done on buying
behavior of children in India was very less. Out of the vast gamut of
opportunities available, it was decided to concentrate on a few
questions.
Buyer behavior –
Influence of children on buyer behavior
Research suggests that children are exerting more influence over
family buying decisions. What are the implications of this for
retailers, brands and marketers?
Children are an important part of the family buying process. But what
roles do they play?
Marketing theory suggests five main roles in a family buying process:
- Initiator
- Influencer
- Decider
- Buyer
- User
Which roles do children play in addition to the obvious one – “the
user”
Children certainly influence family buying decisions from cars to
holidays. They are also the buyers of the future. Provide children with
Penguin bars and McVitie's may be able to hold on to the adult due to
brand awareness and brand loyalty formed at such an early age.
But how should businesses market to children? Are there conflicts with
being seen to specifically target the child audience – can it alienate
parents?
Products have to appeal to the conflicting agendas of child and parent,
while fighting off increasing competition. A marketer of children’s
foods was recently quoted as follows:
"Ten years ago children wouldn't have given a damn about cheese. It
used to be just Dairy lea, but now children's dairy products encompass
everything from cheese to yogurts, and from age fraise. Our brands
also face more intense competition than ever and it's not just from
other chocolate biscuits - it's from products such as Dairy lea Dunkers
and Fruit Winders. These things didn't exist before."
Marketers also have to recognize that children are moving into new
markets. Children as young as seven buy DVD's, and no teenage
lifestyle is complete without a mobile phone. This has a knock-on
effect. For example, the money children spend on mobile phone cards
reduces the money they spend on snacks.
Marketers also need to be sensitive to the peculiarities of children-
related markets. It may be tempting to use a daring marketing
campaign to make a product stand out. But a poorly thought-through
campaign could result in the product and/or brand being attacked by
ethical campaigners, outraged mothers, educationalists, health and
safety organizations and others.
A good example of how things can go wrong is Sunny Delight. Sunny
Delight enjoyed boom sales after its initial launch. However, the
drink's popularity crashed when the media realized that it was sold
from chiller cabinets purely as a marketing ploy to make it seem fresh
and, therefore, healthy. The actual product formulation was far from
healthy.
Retailers face a challenge to display products in a way that attracts
children. Promotional displays have to be able to handle child usage
(or abuse) and capture a child’s imagination and attention.
Disney has a reputation as being particularly good at interactive
promotional marketing. Many children also prefer Woolworth's to
supermarkets because of features such as pick 'n' mix sweets. The
Early Learning Centre succeeds by creating a playground which allows
children to play with toys rather than leaving them wrapped in plastic.
Children’s apparel market in India - The shift in
preferences
Children's apparel is a market that is growing rapidly today. Trends in
the market are fast changing. This article aims to analyze the market
for kids' apparel in detail and explaining the shift in focus that is taking
place.
Children's apparel includes clothing for kids between 1 and 14 years of
age. The market for kids' apparel in India exceeds Rs. 13000 crore, of
which around Rs. 3000 crore is constituted by branded kids' wear. The
kids' wear market is growing at the rate of 10% per annum, which
makes it one of the fastest growing markets.
Some major changes in trends are taking place in the market for kids'
apparel. One of the important changes is the increasing preference for
branded apparel. This shift is taking place on account of changes such
as a rise in the disposable income of the people and the increasing
influence of foreign culture. The other important change that is taking
place in this area is the emergence of kids as an independent buyer
group. Influenced by mass media and peer pressure, today's kids are
more informed and self-conscious.
Armed with this knowledge, popular apparel brands are coming up
with new collections that will appeal to kids. Gini and Jony have come
up with a collection of brightly colored apparel. Their collection
includes clothes in hues such as lilac, pink, plum, orange and citrus
green.
Certain brands like Weekender have made an agreement with Walt
Disney and Warner Bros., whereby they can make use of some of their
famous cartoon characters in their apparel. The brand is planning to
make use of characters like Mickey and Minnie Mouse as well as Tom
and Jerry in the new line of children's clothing that they are planning to
launch. This collection is to be named 'Toon World'.
Pantaloon and Gini and Jony have entered into a joint venture to set up
a chain of retail stores for children's apparel. Raymond has launched its
first store for kids' apparel 'Zapp!'. DS Corporation, which owns the
Ruff Kids brand of kids' garments, is planning to expand.
Generally in India, the trend was that most of the people prefer buying
functional kids' apparel rather than branded ones. Children's garments
were usually purchased from small stores and from street shops, while
branded garments were only bought by the very high status families.
This trend is gradually changing and the market for branded kids'
clothing is growing.
Dungarees, shorts and shirts are the evergreen fashions in kids' apparel.
Short skirts, tops with puffed volume, halter tops, lace trims and
cropped trousers are the in things in the world of children's apparel in
today's times. In terms of prints, butterflies, flowers, polka dots, skulls
and pirates and stripes are popular in kids' apparel.
There are two important factors to be considered for making a kids'
apparel brand a success - variety and price. A children's apparel
collection should have variety that will appeal to kids. Moreover, kids
outgrow their clothes very rapidly. Hence it is necessary that a kids'
apparel range be reasonably priced.
Children's apparel is a growing market in India that has huge untapped
potential. Apparel makers all over India are making forays into this
huge market, in an attempt to make favorable use of the prevailing
trends. They are also coming up with collections that would create new
trends
Indian Textile
The discovery of several spindles, and a piece of cotton stuck to a
silver vase, revealed that the spinning and weaving of cotton was
known to the Harrappans, nearly five thousand years ago. References
to weaving are found in the Vedic literature on the method of spinning,
the various materials used.
The foundations of the Indian textile trade with other countries began
as early as the second century BC. A hoard of block printed and resist-
dyed fabrics, mainly of Gujrati origin, found in the tombs of Fostat,
Egypt, are the proof of large scale Indian export of cotton textiles to
the Egypt in medieval times.
In the 13th century, Indian silk was used as barter for spices from the
western countries. Towards the end of the 17th century, the British
East India Company had begun exports of Indian silks and various
other cotton fabrics to other countries. These included the famous fine
Muslin cloth of Bengal, Bihar and Orissa. Painted and printed cottons
or chintz was extensively practiced between India, China, Java and the
Philippines, long before the arrival of the Europeans.
Before the introduction of mechanized means of spinning in the early
19th century, Indian cottons and silks were hand spun and hand woven,
a highly popular fabric, called the khadi. Fabrics that use mill- spun
yarn but which are hand-woven are known as handloom.
Today cotton is an integral part of textiles in India. Nearly four million
handlooms are engaged in weaving fabrics of nearly 23 different
varieties of cotton.
INDUSTRY PROFILE
Textile Industry in India
Textile Industry in India is the second largest employment generator
after agriculture. It holds significant status in India as it provides one
of the most fundamental necessities of the people. Textile industry was
one of the earliest industries to come into existence in India and it
accounts for more than 30% of the total exports. In fact Indian textile
industry is the second largest in the world, second only to China.
Textile Industry is unique in the terms that it is an independent
industry, from the basic requirement of raw materials to the final
products, with huge value-addition at every stage of processing.
Textile industry in India has vast potential for creation of employment
opportunities in the agricultural, industrial, organized and
decentralized sectors & rural and urban areas, particularly for women
and the disadvantaged. Indian textile industry is constituted of the
following segments: Readymade Garments, Cotton Textiles including
Handlooms, Man-made Textiles, Silk Textiles, Woollen Textiles,
Handicrafts, Coir, and Jute.
Till the year 1985, development of textile sector in India took place in
terms of general policies. In 1985, for the first time the importance of
textile sector was recognized and a separate policy statement was
announced with regard to development of textile sector. In the year
2000, National Textile Policy was announced. Its main objective was:
to provide cloth of acceptable quality at reasonable prices for the vast
majority of the population of the country, to increasingly contribute to
the provision of sustainable employment and the economic growth of
the nation; and to compete with confidence for an increasing share of
the global market. The policy also aimed at achieving the target of
textile and apparel exports of US $ 50 billion by 2010 of which the
share of garments will be US $ 25 billion.
Strengths of Indian textile Industry
India has rich resources of raw materials of textile industry. It
is one of the largest producers of cotton in the world and is also
rich in resources of fibers like polyester, silk, viscose etc.
India is rich in highly trained manpower. The country has a
huge advantage due to lower wage rates. Because of low labor
rates the manufacturing cost in textile automatically comes
down to very reasonable rates.
India is highly competitive in spinning sector and has presence
in almost all processes of the value chain.
Indian garment industry is very diverse in size, manufacturing
facility, type of apparel produced, quantity and quality of
output, cost, requirement for fabric etc. It comprises suppliers
of ready-made garments for both, domestic or export markets.
Weaknesses of Indian textile Industry
Indian textile industry is highly fragmented in industry
structure, and is led by small scale companies. The reservation
of production for very small companies that was imposed with
the intention to help out small scale companies across the
country, led substantial fragmentation that distorted the
competitiveness of industry. Smaller companies do not have
the fiscal resources to enhance technology or invest in the
high-end engineering of processes. Hence they lose in
productivity.
Indian labor laws are relatively unfavorable to the trades and
there is an urgent need for labor reforms in India.
India seriously lacks in trade pact memberships, which leads to
restricted access to the other major markets.
Outlook for Indian textile Industry
The outlook for textile industry in India is very optimistic. It is
expected that Indian textile industry would continue to grow at an
impressive rate. Textile industry is being modernized by an exclusive
scheme, which has set aside $5bn for investment in improvisation of
machinery. India can also grab opportunities in the export market. The
textile industry is anticipated to generate 12mn new jobs in various
sectors.
The garments industry in India is one of the best in the world. An
extremely well organized sector, garment manufacturers, exporters,
suppliers, stockiest and wholesalers are the gateway to an extremely
enterprising clothing and apparel industry in India. There are numerous
garments exporters, garments manufacturers; readymade garments
exporters etc. both in the small scale as well as large scale.
During April-December 1999-2000, textile exports were recorded as
US $ 9735.2 million (Rs.440179.4 million), of which ready made
garments comprised nearly 40%. Interestingly, almost ¼ of India's
total exports goes to the USA.
Indian readymade garments and textiles are extremely popular the
world over. In fact, exports of readymade garments registered a 6.4%
increase in dollar terms and an 11.6% increase in rupee terms during
the period April-December 1999-2000, despite a sluggish growth in
income both at home and abroad. Indian Garment export growth
during April-June 1998 for woolen ready made garments was a
phenomenal 150%, for ready made garments made of silk it was 58%,
and for other ready made garments it was 39%, in dollar terms.
Today, garments exports from India have made inroads into the
international market for their durability, quality and beauty. One of the
reasons for the economical pricing of India's ready made garments and
apparels is the availability of highly skilled, cheap labor in the country.
The superiority of India's Garment Industry has been acknowledged in
the National Textile Policy (NTP) of India 2000. Having realized the
tremendous growth potential of this sector there is a proposal in the
NTP for taking the Indian Garment Industry out of the SSI reservation
list.
Textile industry In india
The textile industry is one of the most important industries of the
Indian economy and it is the second largest provider of employment
after agriculture. It has witnessed phenomenal growth in recent years
and attracted fair amount of foreign direct investment (FDI). The
textile and apparel industry in India is estimated to be about US$ 36
billion. It is the largest foreign exchange earner, contributing to
approximately 15% of India’s exports and 14% of industrial output.
India’s solid performance and growth in textile sector is fuelled by
several key advantages that the country enjoys in terms of abundant
availability of raw material a nd cheap labour, large domestic market,
presence of supportive industries and supportive policy initiatives by
the government.
The textile industry is India is highly fragmented. It is vertically
integrated across the whole value chain and interconnected with
various operations. The organised sector consists of spinning mills
and composite mills. The unorganised sector consists of handlooms,
power looms and handicrafts. The major sub segments of the textile
industry are cotton, blended, silk, wool and manmade. The major
products in which Indian textile industry deals is readymade
garments, suiting and shirting, shirts and trousers, fabrics, bed linen
and embroidery work.
Exports have been the major growth driver of the Indian textile
industry in the recent years. The export market has grown enormously
specially after the removal of quotas under Multi Fibre Agreement
(MFA). India’s textile exports have registered a growth of 7.7% in
2006-07 compared to the previous year. Government of India has a
vision to increase India’s share in the global textile trade to 10% by
year 2015 from current 3%. To realize its vision, the Government has
taken various steps to strengthen the textile sector that include-
Technology Mission on Cotton (TMC)
Setting up of Apparel Training and Design Centres (ATDCs)
100% Foreign Direct Investment (FDI) in the textile sector
under automatic route.
Revival plans of the mills run by National Textiles Corporation
(NTC). Already, for the revival of 18 textile mills, US$ 2.21
million worth of machineries has been ordered for the up
gradation and modernisation of these mills.
The cotton based products, especially in the readymade garments and
home furnishings segment will be the key drivers of growth for the
industry. Readymade garment exports were worth US$ 8 bn in FY06
and will cross US$ 16 bn by the end of 2010, assuming a conservative
growth of 15% p.a. According to estimates, investments in textiles are
expected to touch US$ 31 bn by 2010. As per the Textile Vision
2010, the industry is expected to grow by 12% p.a. and create an
additional 12 million jobs.
Source: Ministry of Textiles
Textile Cluster Insights
Ownership pattern
50% of the sample companies are private limited, 10% are
public limited, 26% are partnerships and 14% are proprietary
firms
40% of the private limited companies are in the turnover
bracket of Rs 40 mn – 100 mn. About 22% of the private
limited companies are in the turnover bracket of Rs 100 mn –
250 mn
Nature of operations
43% of the sample companies are engaged in only
manufacturing activity, and 57% are in manufacturing as well
as trading
Approximately 37% of the companies engaged only in
manufacturing have invested more than Rs 10 mn but less than
Rs 50 mn in plant and machineries, 12% have invested Rs 500
mn to Rs 1000 mn
23% of the companies engaged in manufacturing as well as
trading activity have invested Rs 10 mn – 50 mn in plant and
machinery
Sub-segment
73% of the sample textile companies are operating in the cotton sub
segment. Approximately 8% companies deal in the manmade segment
and 11% of the companies deal in blended segment. 6% of companies
deal in the silk sub segment. 35% of the textile companies operating
in cotton segment generate 100% revenue from exports.
40% of the sample textile companies are utilising 100% of their
installed capacity. Another 46% of the companies are utilising
more than 60% their installed capacity. 48% of companies are
working in one shift only
22% of the companies have shown revenue growth up to 30%
in the last two years. 9% of the companies have shown revenue
growth of more than 30% but less than 100%
39% of the companies that have their plants located at
Bhiwandi, Ambernath and Dombivli area normally operate in
single or at most double shifts. 11% of the companies are
situated in Tarapur area. 44% of the companies have their
plants in the Mumbai area
Future plans
76% of the sample textile companies have envisaged strategies for
future growth. The plans range from capacity expansion,
modernisation to new market entry and diversification. Among the
priority plans for future growth, around 40% of the companies have
plans for capacity expansion. 23% of the companies intend for entry
into new markets and marketing related plans. 14% of the companies
are planning to diversify. 46% of the companies who have capacity
expansion as future plans are private limited. 18% of the companies
planning for new markets are exporting mainly to American
countries.
Benefits and hindrances
Quality up gradation is the area where 44% companies have benefited
through the cluster. 42% have benefited from technology availability
and 35% have benefited from funding facilities. 42% companies have
benefited from manpower training and 41% have benefited in
marketing and related activity. The major hindrances faced by the
textile industry are Infrastructure, taxes and duties and lack of
government subsidies. Companies from areas like Kalyan,
Ambernath, Dombivli and Bhiwandi face major problems due to load
shedding. Over 40% of the respondent companies felt lack of
government support as the major impediment. The upcoming issues
are environmental restrictions, high cost of land, and higher cost of
labour.
Note: The Cluster Insights aims to grasp the pulse of the small and
medium enterprises operating in their respective industries. The
attempt is to chart their operational structure, business practices,
future plans etc. For this exercise, we have considered the companies
profiled in this publication.
Kidswear Market in India 2010
The Kidswear Market is expected to witness strong growth. Market
comprises of manufacturers and retailers. The report provides a brief
overview of the market including the estimated market size and growth
rate. An analysis of drivers reveals that favourable demographics,
growth in organized retail, rise in discretionary income, emergence of
kids as an independent consumers and changing fashion trends is
driving growth in this sector. The key challenges identified are
competition from unorganized sector, rising prices of raw materials,
import of cheaper machinery and absence of global export subsidies.
The report discusses the current market trends as entry of international
players into the market, adult apparel brands launching kids wear,
players tying up with the entertainment fraternity, private equity
investments and fashion designers focusing on kids wear. The report
profiles players and includes information regarding their business and
expansion plans. The report also includes the key developments in the
sector.
India : Apparel Manufacturers Target Children
Wear Segment
The Indian apparel manufacturers are targeting the children's wear
segment.
According to retail consultancy firm KSA Techno park, the Indian
readymade garments market is worth Rs 43,000 crore, of which the
branded garments account for Rs9,000 crore. Of the readymade
garments segment, men's wear accounts for 46 percent, women's
wear 37 percent and children's wear 17 percent.
Pantaloon Retail (India) (PRI) is India's largest retailer of children's
apparel. Children's apparel accounts for Rs50 crore, 15 percent of
PRI's turnover. The major brands of children wear in India include
Gini and Joy, Weekender, Benetton Kids, Ruff and Lee Kids.
Mahindra Intertrade Limited (MIL) introduced the `Winnie The
Pooh' range of children wear in 2002. MIL has also obtained the
licence to market Woolworth's Ladybird brand of children's wear.
The Indian apparel manufacturers are facing threat from the illegal
imports of good quality children's wear from China, Thailand and
Hong Kong.
AN OVERVIEW OF KID’S WEAR MARKET
1.0 Introduction:
Scanning through the streets of any town or city, one can see a mind
boggling array of kids apparels. Spaghetti tops, Crystal studded
denims, Italian cuts, Capris, and exclusive party wears. Kids fashion is
a diminutive version of adults wear. They have all the clothing as like
that of adults, and even much more. Children of today are much more
intelligent than their previous generation. They like to have their
ownchoice of clothing. This metamorphosis of children; becoming
independent buyers is enhancing the kidswear market. Double income,
increase in the amount of disposable income, and one or two kids are
the supporting factors to the growth of the kids wear market. Global
kidswear market during 2006 was estimated to be around US$ 163.92
billion, which was a small contribution of 3.6% of the total clothing
industry. Kids wear segment of the Asia-Pacific region is 35.1% of the
global market, and is considered by industry analysts as one of the
fastest growing segment, due to increase in child population,
supported by many other factors.
2.0 Indian Kidswear Market:
Good times for the Indian kids apparel market are in the offing. The
evolution in the buying behavior of children, and their influence
over their parents results in a big difference in purchase decisions.
Media exposures and promotions also cause a significant influence in
the market. Evolving dynamics in this market have made it necessary
for the manufacturers and retailers to evolve their business strategies’
in order to sustain themselves in the market. Many manufacturers
come up with their own brands, while some others enter into business
through joint ventures.
Today’s kids are more fashion conscious, and are ready to experiment
with clothing. Increase in the amount of disposable income, and retail
blitz has brought a sea change in the Indian kids apparel market.
With kidswear being considered as a part of the lifestyle segment and
a strong emphasis is being placed onbrands, this segment proves to be
a potential business.
2.1 Industry Overview:
Market for kids apparel is the fastest growing industry in India.
Manufacturers are coming up with fancy materials targeting kids who
are more interested in the upcoming fashion trends. Children’s
garments are available in various forms and designs. Kids apparel
market is more unorganized than any other segment of apparels. The
market is a proposition of the good, bad and the ugly. A huge volume
of kids apparel in India is being dominated by local and unorganized
players. This gives an excellent opportunity for the organized players
to lay a strong foundation in this segment. Indian market is now
moving towards an international look in terms of children’s apparel.
Cotton plays a major role in the clothing of children. Approximately,
86% of the kidswear are of cotton.
Branded kids apparel market is in its nascent stage in India with a
handful of national and international brands. Industry analyst estimate
that market size of branded kidswear in India including brands like
Ruff Kids, Ruff Baby, Planet Kids, Gini & Jony, ZAPP, Li’l
Tomatoes, and Weekender Kids is estimated to be around Rs 1,000
crore. They
positively assert that branded market for kids is growing at 15% per
annum. International brands including Barbie, Mothercare, Benetton
Kids, Pepe, Lee Kids, Tommy Hilfiger, and Adams Kids have also
entered the Indian market. 2.2 Market size and Growth: According to
the India Apparel Report, 2008 (Images Year Book, Vol IV), the size
of kidswear market is estimated to be at Rs. 30, 510 crore. Industry
experts predict that the market will further grow to reach Rs.45, 000
crore by 2013, with braded apparels contributing to a major share. The
volume of market share of kids apparels in the total apparel market is
at 24.9%, as against a 15% share in 2005. Urban kids apparel market
comprises about 60% of the total kidswear market. A research states
that more than 30% of the country’s population is below 15 years of
age. The density of population makes kidswear to be one of the fastest
growing segments in the Indian market scenario.
Market share of the Major Apparel Segments (2007)
Total size Rs. 122, 400 crore
Branded kidswear are well established in I tier cities, and are now
experiencing a good growth in II & III tier cities as well. Wanting the
best outfit for their children, parents are seeking a variety of garments
offered by new brands, and are shopping in exclusive outlets dedicated
for children’s apparel. Industry players further predict that the market
is set to grow by 12% annually and reach its peak by 2010.
2.3 Characteristics of Kidswear Markets:
The market for kidswear is classified as follows:
ƒ Infants (0 - 6 months)
ƒ Toddlers (7 months - 2 years)
ƒ Kids (3 - 8 Years)
ƒ Pre-teens (9 - 12 Years)
Children’s wear is mainly on a seasonal basis. Highest sales figures are
usually recorded during the months of August – September. The
average annual expenditure on kidswear is approximately Rs. 3, 857.
Average budget for kids apparelFor
children’s wear, cotton is the most preferred material due to its non-
allergic, comfortable, and easy caring virtues. But with the advent of
more and more fads emerging in the market, this fibre faces
competition with other synthetic ones, which are preferred for its
washability, and non-creasing abilities.
3.0 Growth Drivers:
Children always keep growing. So, the possibility of this market being
strong even in tough times is evident, as there is always a demand for
kids apparel.
3.1 Demography:
A survey states that, the maximum sales in children’s wear market
comes from smaller towns. Patiala, Bhatinda, Coimbatore, Phagwara,
and Sonepat are a few to name. Branded wears are well established in
tier I cities and are now emerging into the II tier and III tier cities as
well. In Itier cities, boutiques are emerging to be a popular trend.
Consumers expect these retailers to have a cutting-edge of garments,
and exclusive collection of clothes.
Generally stores that offer a wide range of selection at discounts and
low prices attract more traffic. As kidsgrow quickly, and are less
attentive in keeping their clothes safe, parents consider kids apparel as
functional and disposable as well. In case of infant, and toddler
wears, general merchandise, and supermarkets dominate the sales.
Specialty stores are successful in this segment as they are focused on a
particular section in the apparel segment. Few retailers dominate the
kids apparel market in any one particular area.
3.2 Untapped market potential:
With a promising future for kids apparels, the market has attracted
international brands into India. Global brands like Mothercare, Mona
Lisa, Benetton, Espirit, Bossini, and Kans have entered the Indian kids
apparel market. While international brands eye Indian kidswear
market, domestic brands like Lilliput, Li’l Tomatoes, and Catmoss are
gearing up to have a share in the global market. Representing Indian
brands abroad, higher profit margins, and succulent opportunities are
assumed to be the reasons behind their foreign march. India has a vast
potential for export of kids apparel to foreign markets like US and EU.
Brands like Lilliput and Koutons are exploring opportunities for joint
venture options to tap the children’s apparel market in China. Indian
players spot lucrative manufacturing capabilities in China, supported
by strong purchasing power. Hence, Indian business units are
planning to acquire manufacturing units in China to gain production
scale for its operations in the ‘dragon nation’.
3.3 Media Proliferation:
A brand; positioning itself in the market, depends on the level of
differentiation it is able to establish. The manufacturer must also
ascertain a sizable amount of promotional budget to gain eyeballs.
There are no boundaries for the scope of merchandising activities for
kidswear. With the effective publicity of mediums like TV channels,
video games, blockbuster of superheroes, and peer influence, children
are aware of the latest fashion in apparels, and other accessories.
Generally parents like to dress their children like themselves. They
further seek to buy brands they are already aware of, and have
confidence in. Popular brands like Gap, Diesel, and many others plan
to extend into this segment. With the emergence of many TV
channels, promotional strategies of companies have become more
intense. Innovative promotions which encourage the kids involvement,
finds more acceptance.
4.0 Success Factors:
Craving for a niche, new entrants as well as existing players follow
distinct strategies to market their brand. Marketing task lies in
capturing the imagination of the children with fashionable patterns, and
of the parents with quality apparels supplemented by reasonable
prices. All these determine the success of the manufacturer in this
segment. 4.1 Fashion Innovations:
The practice of dressing girls with a frock and boys with shorts are
way beyond. New pattern of garments in par with the latest fad is being
sought by parents. Fashion industry is boosting up the ‘well dressed
child’ trend with their new collections on the runways frequently. Kids
apparel manufacturers make optimum utilization of latest trends in the
fashion world to entice the kids and increase their sales. With wishes
and demands getting added in the list of kids, manufacturers and
retailers are making the most of it. Factions of domestic and
international players are seen in the arena, with each of them wanting a
slice in the pie.
ƒ Use of cartoon characters in kid’s garments: Apparel
manufacturers are
cashing on the popularity of cartoon characters. ‘Character inspired
merchandising’ is emerging as one of the hottest market trends.
Mickey Mouse, Powerpuff girls, Spiderman, Superman etc. have all
found their way into the kidswear market and are currently selling like
hot cakes in the market. The type of cartoon character used in the
apparel depends mainly on the popularity of the toon, their age group,
and sex of the children.
ƒ Coordinated Accessories: This season’s style statement includes
dressing up with accessories, where everything from dress, bag, and
hair clip is color, and design coordinated. In the current trend, leather
bags, caps, key chains, and hair bands are considered as ‘required’ with
an ensemble. Especially in case of branded apparels, garments
coordinated with proper accessories sell well in the market, than
individual apparels. The price ranges for such apparels are extravagant.
4.2 Brand Building:
As apparel markets are growing in size rapidly, kids of today have a
vast range of options to choose from. So, it becomes necessary for the
manufacturers, and retailers to woo the offspring’s and convince them
to make the buying decision. Brands approach kids to market their
product focusing on unique colors, silhouettes and prints just as for
adults. Specialty shops are now an emerging trend for kidswear.
Every brand tries to create a discrete brand identity through its
merchandise and in-store arrangements. Raymond’s brand Zapp has an
exclusive kids loyalty programme. Reebok has a ‘Made to Play’
campaign. They have specific sports wears like Cricket,
Football, and Basketball collections. This is done keeping in mind that
kids are more attracted towards playing. Peter England has set up a
customized space for kids.
4.3 Visual Merchandising:
Trends have changed, and it is quite visible. Children, who were taken
to parks and zoos before, are now coming along with their parents
for buying their own clothes. So, the retailers who want to take a pie of
the cherry should focus on attracting the attention of children along
with their parents. They can thereby ‘Capture the child’s mind and the
parent’s wallet’. Kids exhibit considerable ‘pester power’ while
shopping for their clothes. Good store presentation and product
merchandising is like a good book that has an attractive cover, and an
interesting first chapter that would lure the viewer. Big departmental
stores have segregated their apparel categories like infant wear, ethnic
wear, casual wear and preteen wear etc. They store a wide assortment
of apparels and distinguish them with each other. Some retailers and
department stores have taken the lead in creating an in-store
arrangement with play areas, and kids oriented promotions within the
store. Ex: ‘Back to School’ promotion by Lifestyle.
4.4 Pricing:
Kids apparel market is a price sensitive segment. Higher input costs
add to the prices of the apparels. With the increase in the purchasing
power of parents, it is expected that they will sustain the business in
the long run. As kids have the tendency to grow up very quickly, new
offerings are required. This raises two concernsone of range, and
second of pricing. An effective combination of both determines the
future of the brand. Deciding the price of the apparel mainly depends
on defining the target group and identifying buyer behavior. The price
of garments in I tier cities, and exclusive outlets will have a vast
difference than that of the clothes sold in normal retail outlets and II &
III tier cities.
5.0 Major Players:
Indian kids apparel brands are creating a niche by themselves by
changing the face of Indian kids wear in India. Fibre2Fashion had
exclusive one on one interview with prominent kidswear brands.
These brands dominate the kidwear market in India and have earned
consumer confidence trust and loyalty towards the brand, thus earning
laurels from its consumers.
5.1 Gini & Jony:
Gini & Jony has a range of brands like GJ Jeans, Palm Tree, Levi’s
Sykes Junior, Red River, UCB, Rocky S, and GJ Knowledgewear for
kids. Theyoffer a wide range of apparels for children including T-
shirts, shirts, jackets, cargos, jeans and trousers for boys, and capris,
dungarees, skirts, Jamaicans, and co-ordinate tops for girls. In an
exclusive one on one interview with Fibre2Fashion, Mr. Anil Lakani,
Executive Director, Jini & Jony, shares his thoughts about the kidswear
segment.
Buying behavior - apparel shopping
Apparel is the single largest category of merchandize sold in the mass markets, generating anywhere from 25 percent to 50 percent of sales at full-line discount stores.
Yet many mass merchants don't describe themselves as destination locales for apparel. Often, retailers say that they believe hard lines or commodities drive consumers into their stores, where once inside the box, customers are lured over to the apparel aisle by compelling, beckoning displays of clothing.
Attractive assortments and well-executed in-store merchandizing techniques are without a doubt instrumental in generating apparel sales - multiple sales in particular benefit from the full-blown treatment. But according to an extensive study conducted for Apparel Merchandising by Leo J. Shapiro & Associates, significant numbers of consumers have apparel on their minds before they arrive at the store.
In fact, when respondents who had shopped in a discount store durinq the month before the study was fielded in November were asked, "What was the main item you went to buy the last time you shopped in a discount store?" apparel was - by far - the most frequently mentioned category of merchandise.
More than 27 percent of those queried name apparel as the item of desire; 35 percent of the shoppers who most frequently favor discount
stores say that it was the wish to purchase some kind of clothing item that prompted them to go shopping in a discount store.
More good news for apparel merchants: 35 percent of the younger respondents those under 35, say that apparel purchasing was the main reason they last traveled to a discount store. Considering the fact that many merchants are targeting "young women with children," this should be music to retailer ears.
Babies’ world
Some 24 million (240 lakh) babies are born in India per annum, much
more than born in any other country globally.
What do you know about them? It’s not only about their rising
numbers. It’s about their mindsets. It’s about their approach. It’s about
their thinking, their preferences, likes, dislikes and everything else that
make a kid a kid.
One of the most fascinating and complex facets of retailing happen
to be branded children’s apparel. This segment has been till now small
and largely stable. But exciting times are in the offing. In the kid’s
apparel market, the large variety, segmented customer profile and
changing tastes plays a big role. Also, the children’s buying behavior,
influence of parents and media makes a huge difference in the
purchase decision. Selling kids apparel you would soon realize is no
child’s play. Spunky wear, for instance, is an iconic global apparel
brand. Its premium name commands a loyal customer following. In
India, Spunky wear has been a prominent brand in adults wear
segment. The company now aspires to achieve a similar status in kids
segment with its brand ‘Spunky wear Kids’.
Children are also the main focus of Indian families, and their
aspirations in terms of education and career choices are quite high
today. The average family size in India has been on a decline, coming
in now at almost 4.3 as compared to earlier years when it was more
than 5. With the reduction in their average size and the increase in their
incomes, Indian families have more money to spend. And children
being the main focus, parents try their best to fulfill their aspirations.
Net result, they get more attention and participate a lot in the decision
making process.
Gone are the days when children would go ga-ga over a doll or a toy
car. With most of them buying toys on their trips abroad now, the desi
market is literally burning the midnight oil to come to terms with this
demanding shopper. Education consultant Ekta Singal, mother of a
three-year-old, says, "My son knows his mind. He is very definite and
selective about the toys he picks up." Echoes Saurabh Gupta, a toyshop
owner, "Parents are happy to go by their children's choices. The price
is hardly a consideration."
Next time you tell your friends that you are taking your children
shopping, correct yourself. If the figures are anything to go by, it is the
little ones who are taking you on a shopping spree because,
incidentally, you hold the purse strings.
From toys to FMCGs to apparel to gizmos, kids want it all. And this
snooty tiny tot is responsible for a $3 billion market, which is growing
even as you read this. India is the largest children's market in the world
and such are the demands of children here that business organizations
and associations are holding meets and calling experts to understand
what children want.
India has a rapidly expanding middle class and therefore the world’s
largest retail groups have long been circling India and are
urging the Government to drop rules that prevent foreign companies
owning multi brand retail operations
Kids’ wear comes of age
by Neha Malhotra
This is a segment where, despite huge market potential, not many players
dared to enter. Companies have shied away from kid's wear market,
preferring instead to play safe in more mature segments like men's, teen’s
and, to some extent, women's wear. But, a cluster of brands that did venture
into kid's clothing a couple of decades ago are getting good returns. Why has
there been so much of skepticism despite large size and good growth rates of
the market over the years?
Unorganised to organised
Unorganised players have always dominated the market. Manufacturing
cheap, big volumes of products in a myriad of styles, these players have
spread their distribution across the country, reaching every nook and cranny.
It is amazing that this sector has been able to flourish and still continues to
corner a majority of the market share. What restricted its growth is the
limited exposure of the consumer i.e. parents' psyche that kids outgrow their
clothing in a few months and so there is no need to buy high-priced clothing.
The organised branded segment, on its part, did little to counter this hitch.
Today, bigger companies have started venturing into this market. Gone are
the days when big organised players restricted their businesses to urbanised
markets only. The scenario is changing and consumer awareness towards
branded kids’ wear has definitely grown. Thanks to the shrinkage of the
world to a global village!
Retail is growing tremendously and kids are also in this change. Branded
kids’ wear players have entered the market and shown their worth. Raymond
has ventured in with its kid's brand Zapp. Gini & Jony was brought in by the
country's biggest corporate houses. Shoppers Stop has brought Mothercare
UK to the country. Amongst international brands, Walt Disney, Barbie, Hot
wheels, Okaidi have already set up their base and are happy to be in India.
Refreshingly new is Oyo by Spykar. So, are we seeing the beginning of a
gold rush as Sanjeev Narula, Managing Director, Lilliput Kidswear Ltd puts
it, "As per a recent study, of the total Indian population, 30 per cent is under
the age of 12. Two sub-segments are expected to emerge in future within
kids' apparel market: of 0 - 6 years, where mothers buy and of 8 - 14 years
where brand awareness is generally high and kids make purchase decisions.
According to industry estimates, kids’ apparel market is divided into
organised and unorganised segments and exceeds Rs 17,000 crore. Of this,
kids’ wear accounts for Rs 3,000 - 4,000 crore. Branded apparel sector in
India is still in its nascent stage and larger part of the market is still
unorganised. But, with more and more companies diverting their revenues
towards branded kids’ wear sector, branded category will supercede the
unorganised sector in coming days. Today, kids and parents are becoming
extremely brand and quality conscious. Design, styling and cuts make all the
difference and a matter of concern. And, desire for an international look and
appeal can only be satiated by a world-class product, which can only be
offered by the branded kids wear segment.” While Riaz Patca, Director, Ruff
kids, says, "As many national and international big players are planning to
tap this segment, a drastic change in the category movement from
unorganised to organised market is foreseen. As new players enter the
market, they will explore opportunities in organised sector by taking over
many unorganised companies and this will help them to establish their brand
name in junior wear. Now, this movement of new players will transform
many unorganised players to organised players." Though a drastic change is
not witnessed yet, the market is definitely moving towards an organised one.
Growth and driving factors
Children outgrow their clothes very quickly and so clothing for them should
be reasonably priced. Parents do not wish to buy expensive stuff that their
children would not be able to wear for long. Also, they look at outfits, which
are ruff and would have a long life. High-price tagged clothes are still by and
large held back for special occasions. Style is another aspect, which has
become very important as children have become very aware of what is in
vogue and what is not. Another reason why kids’ wear in the branded
segment is fast growing is because of higher disposable incomes and
changing lifestyles and awareness among people. Mr Patca says, "Due to fast
growing economy, spending power of parents have increased and they spend
on themselves and they want their children to look good too in order to
maintain their standard of living. Thus, kids’ wear market is growing and we
have our maximum population in kid and youth category. Exposure to
international market, better educational system for the next generation, high
spending power, high lifestyle and educated parents are other reasons
augmenting the growth of the sector." Complementing this observation,
Manjula Tiwari, COO, Esprit India says, "Occasion-led, lifestyle pattern and,
further, international brands are completing the offering for the entire
family." Trends in kids wear market are fast changing with time. With
foreign influence, changing lifestyles and awareness among parents, kids are
becoming aware of the trends around them. Commenting on this, Lisa Pinto,
Brand Head, Bossini, says, "Growth in kids’ wear segment is about 15 per
cent per annum and, with bulk of India's population being below 25 years and
with couples’ disposable income increasing, we see that the sector is
growing. Also, with global awareness about kids’ wear, people traveling a lot
and opening of a number of malls, we see huge increase in kids wear market.
Working parents want to spend more time with their children. What are the
ways of satisfying this want: by being with kids for shopping or taking them
to entertainment zones." Further, Mr Narula says, “With developments in
technology, the world is becoming increasingly smaller day by day. Kids of
today belong to ‘screen-age’ (TV, internet, mobile etc.) and they are more
aware of the latest trends and fashions. Being vulnerable, children are easily
influenced by ads in television and this activates ‘pester power’ i.e. where
children harass their parents to purchase products they want. With increase in
the number of working couples and their respective disposable incomes,
children’ ‘pester power’ becomes inversely proportionate to time available
with parents. These factors are major drivers of the growth of kids’ wear
segment - be in India or abroad. No wonder, so many men and women
apparel brands have, of late, started seeking kids’ wear as the next big thing
and streaming their business in kids’ wear as well.” With so many
contributing factors, this segment is bound to rise and rise.
Competition
With line extensions of brands and entry of many international brands,
competition in the sector is becoming more and more immense. However,
competition is helping Indian brands to manufacture the best quality clothes
for kids at affordable prices, creating a win-win situation visa-à-vis
customers. Mr Patca says, “As government has allowed 51 per cent FDI in
Indian industry, there are many international players entering the junior wear
market. Entry of these international brands has accelerated national brands in
producing better products at best prices to beat the competition. Today,
international firms are striving hard to survive for Indian junior wear industry
is complex. Only brands that know minds of Indian consumers well can win.
Thus, this is creating healthy competition between national and international
brands by making national brands more powerful. “While Mr Narula feels,
“As of now, there are only very few leading players in the branded segment,
Lilliput being the pioneer in Indian branded kids’ wear industry. Competition
is bound to increase and it is always welcome for it brings about opportunity
and scope for improvement. Considering that kids outgrow their clothes
within two or three months, we do believe that kids’ wear segment is still
predominantly price-sensitive. Customers mainly look for international styles
and good quality but at an affordable price. This is where Lilliput comes in.”
Line extension
Many brands in India and other parts of the world, which are already into
retailing men’s and women’s wear, are now adding kids’ wear to their
portfolios. Also, many sportswear brands are foraying into kids’ wear market
in a big way. Nowadays, people prefer to shop at family stores, rather than
going to three different stores for purchasing men's wear, women's wear and
kids wear. The reason why brands are getting into line extensions can be need
for grasping a larger market share and increasing their revenues. Another
kind of line extension is seen with the foraying of many sportswear brands
into kids’ wear. Reebok, Kappa kids, Nike and a few more brands have
joined this domain. Subhinder Singh, MD, Reebok India, says, "Kids have a
constant desire for action. We are all aware that kids have sports in their
minds most of the time and often they aspire to be leading sport stars. Thus,
Reebok aims to support such kids in bringing them closer to their dreams.
Through this initiative, we take a step ahead by introducing.
RESEARCH OBJECTIVE
RESEARCH OBJECTIVES
1. To study the role of children in deciding to buy their
apparels.
2. To investigate and explore the influence of children in
deciding to buy their apparels.
RESEARCH METHODOLOGY
Research Design: A research design is a pattern or an
outline of a research project’s working. It is a statement of only the
essential elements of a study, those that provide the basic
guidelines for the details of the project. It comprises a series of
period decision that taken together provide master plan for
executing a research projects.
A research design serves as a bridge between
what has been established i.e., the research objectives and what is
to be done, in conduct of the study to relish those objectives. If
there were no research design, the research would have only foggy
nations as about what is to be done. I have used ‘cross-sectional
design’ of ‘exploratory type’. The research is of both qualitative
as well quantitative types.
Unit of analysis:
Children apparel segment of garments market in MIRZAPUR.
Sources of Data:
a. Secondary Source:
secondary data includes
information regarding present market scenario,
information regarding Garment industry collected by
internet, magazines and books.
1. Sample planning:
Sample size No. of Parents- 120
No. of children- 150,
Where 80 are Boys &70 are Girls.
Sample extent: Mirzapur City
Sample Design:
A sample design is a definite plan for obtaining a
sample from a given population. It refers to the technique or
method the researcher would adopt in selecting items for the
sample.
I have used both ‘Convenience sampling method’ and
‘Snow Ball Sampling Method’.
2. Data Collection Method:
I have collected data using questionnaire.
Questionnaire Plan
I have used ‘Structured Questionnaire’ for gathering the
required data through contacting respondent personally.
Type of Information:
I have collected Fact, Awareness, Attitude, and Future action
plan and using questionnaire.
Type of Questionnaire Plan
‘Close-ended Questions’ of ‘Dichotomous’ and ‘Multiple
Choice’ type are asked in the questionnaire for data collection.
3. Limitation Of The Study
Children were not available at their
house in day time.
There were arguments between
children their parents.
Parents were not taking much
interest in this survey.
Time limitation is also there
because of their busy schedule.
4. Data Analysis & Interpretation:
Data analysis is based on the data collected by way of
questionnaires. From the collected data findings are
extracted. The data is tabulated and frequency
distribution chart is prepared.
DATA ANALYSIS AND
INTERPRETATION-
CHILD AGE GROUP-
5-10 YEARS 11-15 YEARS
BOYS GIRLS BOYS GIRLS
NO. OF
RESPONDENTS
58 40 22 30
TOTAL 98 52
Q. 1- How/when do they decide to buy garments?
TABLE-1
Parent’s response
We 66
Child tells 54
Total respondents 120
CHART-1
TABLE-2
Boy’s response Girl’s response
Parents decide 36 36
Clothes become small in
size
10 4
Children themselves
decide
28 28
When see new cloths on
T.V.
6 2
Total respondents 80 70
CHART-2
CHART-3
Interpretation-
1. Most of the parents said that they decide to buy the garment for
their children.
2. Most of the boys and girls said that their parents decide to buy
garments for them.
Q.2- How do you get information about latest trends in apparel?
TABLE-3
Boy’s response Girl’s response
Movies 8 0
T.V. 36 30
Friends 22 16
Parents 14 24
Total respondents 80 70
CHART-4
CHART-5
Interpretation-
1. Most of the boys and girls said that they got information about
latest trends in apparel from television.
Q.3- Who chooses the clothes?
TABLE-4
Parent’s response
I 16
Kid 24
Both 80
Total respondents 120
CHART-6
TABLE-5
CHART-7
CHART-8
Boy’s
response
Girl ’s response
I 34 12
Parents 8 16
Both 38 42
Total
respondents
80 70
Interpretation-
1. Most of the parents said that they choose the clothes for their
children jointly with their children
2. The children also gave the same response.
Q.4- Arguments with parents/children over which clothes to wear?
TABLE-6
Parent’s response
Yes 82
No 38
Total respondents 120
CHART-9
TABLE-7
Boy’s response Girl ’s response
Yes 46 40
No 34 30
Total
respondents
80 70
CHART-10
CHART-11
Interpretation-
Most of the parents and children said that there were arguments
between them over which clothes to wear.
Q.5- Who wins the argument? (Over which clothes to wear)
TABLE-8
Parent’s response
I 34
Child 86
Total respondents 120
CHART-12
TABLE-9
Boy’s response Girl ’s response
I 42 34
Parents 38 36
Total
respondents
80 70
CHART-13
CHART-14
Interpretation-
1. Most of the parents said that in case of arguments child won.
2. Most of the boys said that they won the arguments. While most
of the girls said that parents won the arguments.
Q.6- Are the kids aware about fashion?
TABLE-10
Parent’s response
Yes 100
No , rely on me 20
Total respondents 120
CHART-14
Interpretation-
Most of the parents said that the kids are very much
aware about fashion.
Q.7- Which type of purchase do you prefer for children’s apparel?
TABLE-11
Parent’s response
Planned purchase 60
Impulse purchase 60
Total respondents 120
CHART-15
Interpretation-
Parents prefer both type of purchasing equally for buying
children apparels.
Q.8- Do you take children along with you when you buy clothes for
them?
TABLE-12
Parent’s response
Sometimes 46
often 74
Never 0
Total respondents 120
CHART-16
Interpretation-
Most of the parents said that they take children along with them
in shopping of children apparels.
FINDINGS
1. I have found that most of the parents decided to buy the
garment for their children.
2. And also most of the boys and girls accept that their parents
decide to buy garments for them.
3. Most of the boys and girls get information about latest trends in
apparel from television.
4. The parents choose the clothes for their children jointly with
their children
5. Mostly parents and children said that there were arguments
between them over which clothes to wear.
6. In case of arguments child wins.
7. I have found that the kids are very much aware about fashion.
8. Parents prefer both type of purchasing equally for buying
children apparels.
9. Most of the parents take children along with them in shopping
of children apparels.
CONCLUSION
From the above analysis I have found that today the influence of
children in buying apparel has definitely increased and children are
aware of the fashion and its latest trends. Where television played an
important role in acting as a measure source of information to them
about fashion. The role of movies and friends is also important in
educating children about fashion.
From the research it is clear that the children play a very
important role in buying children apparel for them.
They are more influence than their parents in buying apparels
in present market scenario.
SUGGESTION-
This business is totally depending upon the children and
they are great influencer so the business person of this
sector must understand their mind set for their apparels.
They should work on the basis of children preference of
selecting their apparels because they can change the
decision of their parents for buying a particular brand
Appendix
Bibliography-
Book and journals-
Indian Journal of Marketing, July 2009
Marketing research, Harper W. Boyd
Marketing Management: Philip Kotler
Research Methodology: C.R.Kothari
Websites-
Google.co.in
www.businessstandard.com