With the tremendous growth in the pattern of consumerism where the consumer has not to satisfy with the limited availability of products and services available in different traditional shops which is transformed with modern mall- driven culture the factors that affect their buying decision is also affected by several factors. Supported by several other factors brought together with the tremendous change in demography, lifestyle, culture, norms and value system followed by changing standard of living, increase in role of working women, disposable income, expenditure pattern and increase in number of manufacturers and service providers there are varied factors that affect the buying decision of customer towards a particular brand especially with reference to purchase of apparels which not only adds to physical or external satisfaction but are attached to emotional and psychological needs of consumers. Trust, comfort and stylish look seemed to affect brand preference dimension, in Economic category Price of product is seen to affect the brand preference dimension and lastly under product related category. Since today's consumer is techno –savvy where by a click information and buying decision and perception towards a brand also changes it is a challenge for manufacturers and service providers to identify factors that affect brand preference dimensions their purchasing and the impact of these dimensions on satisfaction level of consumers. The present study aims to focus on factors affecting brand choice dimensions and impact on satisfaction level on the basis of response collected through random sampling through different organized retail outlets in NCR and analyzed using Friedman test and multiple regression analysis. It was found that among Information related factors Promotion, past experience affect brand preference decision, under psychological factors Quality of product is seen to affect brand preference dimension of consumers. The present study focuses on the fact that at every step of operation and service delivery it is very important for every manufacturer and service provider to keep into consideration the above factors while planning to retain, satisfy and develop a positive perception towards a brand.
With increase in consumerism and changing lifestyle, increased role of women in employment, changing social, political economic norms and standard of living have drastically changed. Added with the advent of wide retailing saving time, energy, efforts with availability of huge variety of all perishable and non-perishable goods and wide options available today's consumers is at its best convenience whenever talked about purchasing.
With such change in lifestyle and mindset there are varied factors that affect purchasing decision of customers including product, brand, features, availability, accessibility, durability, value, its addition to the status and personal liking plays a significant factor. With the increasing role of technological innovation form of revolutionized e-marketing selling, purchasing and maintaining effective CRM are no longer imagination. Right with a click of button availability of a large portfolio of products and service provider can be easily fetched.
In almost all countries including US, UK, Mexico all the countries are dependent on retailing at maximum. India alone sways around 8% the dream of retailing and it is demonstrated in form of immense growth in organized retailing and it is the fifth largest destination in organized retailing. The rapid growth in Indian organized retailing is also because of huge spending tendency of customer & heavy consumption pattern. And also because it largely contributor to GDP and also a very good source of providing employment .It is also expected to grow from $300bn to $427bn by 2012.and also to reach to $637bn by 2015. (Menom 2006).
Apart from the changes in purchasing of other perishable and consumable products the rate at which trends and patterns and revolution in field of apparel industry has expanded is been witnessed by he rapid growth in retail sector in apparel including different names lie pantaloons, Provogue, Koutons, Cotton County and which continuously are fulfilling the basic and trendy needs of consumers at different age groups.
It is also expected that both the organized and
unorganized retail sector is likely to grow at the
Compounded Annual Growth rate of 5.5% in 2007 to
grow at 
2,40,000 cr by 2015,the growth rate is also
expected to be much higher at a CAGR of 21.8% to
touch 2,46,000 cr. This has led to the overloading of
organized sector over unorganized sector. Apart from this
a rapid increase in urbanization, literacy rate and
increasing role of women in working has also added to the
rapid growth.
Not only in India is this wind of retailing especially in apparel is eye witnessed but is a Global concept also vigour by effective operation and supply chain management and system. For example the US based Wal Mart is considered as first largest retailer adding to better consumerism. As per one study conducted by (Rusch, 2003) the study reveals that around 45% of products sold in Europe and 75% in US are been provided by organized retail outlets.
There is also a large contribution of emotional connectivity of consumers in making certain brands quite noteworthy. It is because apparels in particular the branded as perceived by customers add directly to personality and style of customers.
The retail market in developed countries of the world is at the mature stage ( Berner et al., 2001). Intense competition & sluggish population growth is motivating leading apparel brands of the world to enter in new markets and attract new customers ( Kamp & Hofstede, 2002 ). The emergence of economies (china, India etc) with strong middle class is impelling these apparel firms' to ensure their presence in such economies ( Dickson et al., 2004 ). Economic growth & emerging young customers who have brand & fashion awareness ( Morton, 2002; Bryck, 2003) in Asian markets such as China, India, Japan & South Korea have attracted attention from multinational apparel firms.
The consumers in these countries are witnessing many brands in their market. As a consequence they are more sensitive to brands as to what it offers, what it speaks to them and how it addresses their needs ( Anholt, 2000). The consumer decision to buy a particular brand is effected by different factors. Aside from functional benefits, he/she may choose a particular brand to express his/her personality, social status, affiliation or to fulfil his/her desire for newness ( Kim et al., 2008). Searching for information is a key stage of a consumer's decision-making process that may include search for internal & external environment.
Leen and Kim (2008) conducted stud on Mexican students to determine the purchase affecting intention of Mexican students while choosing apparels towards a US apparel brand and concluded that actors like normative interpersonal influence, brand consciousness, perceived quality, and emotional value affect purchasing intentions. Using structural equation modelling (SEM), the study finds that Mexican college students' normative interpersonal influence positively affected brand consciousness. Brand consciousness is positively related to emotional value, but not to perceived quality of a US brand. Emotional value positively influences purchase intention toward a US brand, while perceived quality negatively influences purchase intention.
In other study Bruce and Daly (2006) addressed the complex nature of fast fashion buying through case studies with a supermarket, department store and own brand label. Their study revealed that buying practices for fast fashion, namely, a combination of global and local suppliers, a leagile approach is typical; trust is an important factor in the supplier-retailer relationship to ensure fast delivery at an agreed quality; and integration of key internal activities and processes to facilitate the speed of buying decisions that may be required.
Rajagopal (2010) in his study examined the effectiveness of different fashion marketing strategies and analyzes of the consumer behaviour in a cross-section of demographic settings in reference to fashion apparel retailing. It also focussed on marketing competencies of fashion apparel brands and retailers in reference to brand image, promotions, and external market Knowledge. The results reveal that socio cultural and personality related factors induce the purchase intentions among consumers.
Shaheen (2004) in her research paper aimed to ascertain the pattern of purchase intentions among Pakistani students towards foreign apparel brands. The selected variable affecting any consumer behaviour perceived quality, status, emotional influence were judged through questionnaire and then the results were put through the regression analysis. Regression analysis revealed that Pakistan's university student's openness to normative influence had positive impact on brand consciousness. Brand consciousness had positive impact on perceived quality of international apparel brands & emotional value that these brands generate. Both perceived quality of international apparel brands and emotional value that they generate had significant impact on purchase intention.
Khan Ahmad (2001) in his study aimed at identifying the factors that consumers consider valuable at the time of purchasing a particular convenience product: toothpaste in this case. Four core factors (health, social, individual, and economic) covering twelve variables have been analyzed to reveal the consumers attitude that guides them towards purchase decision of a particular product. So, both the producers and the marketers should focus on properly measuring the core variables under the factors and emphasizing on incorporating these variables in product design to get favourable consumers attitude.
Alkis Thrassou (2009) in his study on consumer behaviour towards internet tried to focus on the motivators underlying Internet shopping behaviour are also similar and include speed, convenience, and information. Critical factors affecting Internet purchase are found to include predominantly product variety, quality, and price. In terms of "negative motivators," again consistent with existing international patterns, "security" and "protection of private data" are found to dominate Internet shoppers' concerns.
Reichfield (1996) and Erika (1999) also studied on the various factors that affect shopping behaviour of employees have been studied by they stated that as customers needs and dependence on retailing is enhancing the role of organized retailers become more and more crucial and so reasons causing dissatisfaction among customers should be invariably avoided.
Also as stated by Gupta (2004) who investigated the factor that influenced the factor that influenced private label departmental stores in Hyderabad for two different product categories processed food and toiletries also concluded that retail branders are focussing on all major operational and supply chain essentials to make customers more effective.
Kotta Thomas (1992) in his study examined the impact of extrinsic factors like price, reputation and advertising using multi-item measure. The result indicate that these three signals affect consumer quality perception and also purchase intention.
M (2006) in their study found the role of social, psychological, cultural and personal factors in purchasing decision of customers. Cultural factors included a set of basic values, perception, wants and behaviour learned from family and society social factor including consumes family social role and status. Personal factors including age, gender, occupation, economic situation and lifestyle also influence buyer's decision.
Doyle (2002) focussed on role of product variety, product performance, product quality and ability of product to perform its function as important factors in product buying.
One of the recent study conducted by Radha Krishna and Shylajan (2007) focussed on role of different marketing and demographic factors in deciding and influencing purchase decision of customers using a conceptual model.
Since the consumer choice is quite a complex phenomenon there are different process that are involved in purchase process and buying decision. Since buying apparel is a dual need satisfying process involving fulfilment of emotional needs and comfort of customer it is important to understand and identify different factors that influence he preference of customers wile making purchase decisions and its impact on customers satisfaction level in choice of apparels from organized retail outlets.
The survey is based mostly on primary data collected through random sampling The place of survey were 6 different organized retail outlets from 650 different customers. The questionnaire was initially administered to 715 customers but due to some acing or other completely filled questionnaire were total 650 in number. The questionnaire filling process and analysis took around 3 months from December 2010 to February 2011.
The questionnaire consisted of 2 parts the first part focussed on demography of respondents and the second part focussed on different factors that could affect the brand preference dimensions of customers in affecting their purchase decision under four different categories including Knowledge based factors, psychological factors, Economic and specific product related factors including different sub factors under each main category. The purpose of this was to identify categorically the impact of different factors in selecting brand and determine dependence and relationship between these factors and satisfaction of consumers from the performance of product they use in context to apparels.
Friedman test and multiple regression analysis
The Friedman test which is mainly used for ranking the variable. The Friedman test ranks the scores in each row of the data file independently of other row. Focussing on the four different categories in form of dimensions that will affect brand selection of customers towards selection of apparel and their influence is been studied under each category as follows-
In order to determine the role of knowledge based factors in determining brand preference of customers Friedman test was used to identify most influencing factors of knowledge based factor on brand selection.
From Table 1 the influence of different sub dimensions of knowledge factors could be seen.
From the Friedman test of chi –square the null hypothesis is tested and it is seen that there is no much variation in rank of variables and their expected values.
Since the concept says that higher is the value of chisquare larger is the difference between variable rank and expected value. Here the value of chi-square is 242.67 with 7 degree of freedom. The asymptotic significance it is the approximate probability of obtaining maximum value of chi-square as 242.67with seven degree of freedom as repeated samples if the ranking of each factor are not truly different. Since it is quite obvious that the value of chisquare so obtained cannot have occurred by chance it can be concluded that all the 650 customers do not have equal preference towards all the factors.
From Table 1 it is clear that among the eight different factors Promotion (6.46) was ranked first. This is then followed by impact of Past experience (6.32), Impact of spouse (6.29), Neighbours (6.04), Role of salesman behaviour (5.85), Role of co-workers (5.83), Friends (5.79) and Relatives (5.72) respectively.
Thus from different factors of knowledge base role of promotion, past experience, impact of spouse and salesman behaviour are considered to be important factors that affect the band preference dimension under knowledge base category.
From the literature review it was quite clear that apparel buying behaviour and the expanding role of organized retailing in his apparel industry is much because of heavy consumption increased awareness towards becoming trendy thus arousing emotional connection between comfort clothing and looks this all have a accumulated impact on how customers psychologically perceive the brand while choosing apparel and different associated psychological factors.
In order to determine the impact of psychological factors on brand preference of customers the same test as above was applied t judge the impact of these factors on the brand preference and purchasing behaviour of consumers as given in Table 2. From Table 2 it is clear that among the twelve factors Trust (7.20), Comfort, (7.03) Stylish looks (6.98) and Brand image (6.89) and Loyalty towards brand (6.85) are amongst the top five factors that psychologically influence customers perception towards brand preference while making decision of apparel purchase.
Thus these factors affect the buying of apparel an affect brand preference of customers. The chi-square value is seen to be 626.73 at 11 degree of freedom and could not have occurred due to chance and seeing the p value it can be concluded that all the customers have different preference towards different psychological factors with primarily influence of the top five factors which have affect their decision utmost.
Table 1 . Descriptive Statistics- Knowledge base factors
Further since it is a well accepted and researched fact that price and other economic factor influence the buying decision to a large extent, in order to determine the impact of the economic factors that influence the brand preference dimensions of consumers Friedmen test was applied and the results can be seen from Table 3. From Table 3 it is clear that among the different Economic factors that influence brand preference of customers Price of the product (4.82), income that could be easily disposed (4.61), Cost to the family (4.53) Discount schemes available(4.43) followed by family alternatives (4.27) are been preferred by customers while making their purchase decision.
Table 2. Descriptive Statistics –Psychological Factors
The chi-square value is 110.87 at 4 degree of freedom clearly states a significant value which indicates that all the respondents have different preferences when talked about considering different economic factors while making their purchase decision.
Further at last in order to determine most importantly the impact of product features on brand preference of customers Friedman test was used in order to determine the influence of different product based factors. The results can be seen in Table 4.
From Table 4 it can be seen that Quality of product (11.74) Easy Availability (11.39),Looks (11.13), Ease of Wearing (10.96), Trendy addition (10.81) are ranked amongst top five factors that influence product related factors for consumers while making buying decision.
The value of chi-square at 7 degree of freedom is 776.29 such value cannot occur by chance and the significance value also indicates that all the customers have different preference while making their purchase decision of apparels in context of product related factors but the above five factors are considered utmost while making such decision.
Table 3. Descriptive Statistics –Economic Factors
Table 4. Descriptive Statistics –Product related Factors
Keeping the second objective of study in mind to check the impact of different brand dimensions on overall level of satisfaction with product purchased by customers multiple regression analysis was employed. With the help of linear regression the value of a dependent scale variable is modelled with one or more than one predictors. The linear regression models assume a linear relationship between dependent variable and its different predictors. In this study multiple regression analysis is used to explain the variation in independent variable (i.e. the satisfaction towards a particular product or brand) based on variation of different independent variables like knowledge base category, Psychological factors, Economic factors and Product related factors.
The equation in this condition becomes-
Y = b0+ b1X1+ b2X2+b3X3+b4X4
Where,
Dependent variable
Y= Satisfaction towards a brand or product
Independent Variables
X1= Knowledge based factors
X2= Psychological Factors
X3 = Economic Factors
X4 = Product related factors
From the descriptive statistics of the variables the average satisfaction from a product or a particular brand is seen to be 34.52132. From Table 5, it is also clear that average level of influence of knowledge base factors was 25.78254, influence of psychological factors was 29.654, influence of Economic factors was 19.12546 and that of Product related factors was 49.5124. From the table the strength of relationship between various independent variables and dependent variable can be seen.
The multiple correlation coefficients R which explains the correlation between the observed and predicted value of dependent variable is found to be 0.82 which clearly shows a strong correlation between different factors and dependent variable. The R squared value 0.70 of multiple correlation shows that 70% of variance in dependent variable is caused by these independent factors is explained by this model.
From the ANOVA (Table 6) tests well the acceptability of the above regression model statistically. The regression row shows the variation accounted for the model and the residual row shows the variation that is not accounted for the model. Since the regression sum of square is lesser than residual sum of square it is clear that nearly seventy percent of variance in the model is explained by the model.
Predictor – (Constant) Knowledge based factors, Economic factors, Psychological factors, Product related Factors
Dependent factor –Satisfaction from performance of product or brand
The significance value of F is lesser than 0.01 which indicates that variation explained by the model is not by chance there is predictor in the model which is non significant coefficient, indicating that knowledge based factors and Psychological factors do not contribute much to the model
Dependent variable –Satisfaction on performance of product or brand
From Table 7. it is clear that expected level of satisfaction on performance is equal to –
Y = 3 5 , 6 5 7 4 + 0 . 0 2 1 6 7 4 X 1 - 0 . 0 8 7 0 4 X 2 - 0.3203+0.175606
Thus, from the significance values it can be seen that B coefficient of knowledge base factors and psychological factors do not influence significantly the level of satisfaction because the p value is greater than 0.05 but other factors contribute significantly to the level of satisfaction.
Table 5. Regression Descriptive Statistics
Table 6. ANOVA-Statistics
Table 7. Regression Coefficient
Thus based on the objectives of study and response received from different customers after analysis the following conclusions can be made –
Thus, from above findings it can be inferred that purchase decision in terms of purchasing of apparels is a highly dependent variable guided by many other factors that influence the buying decision largely.
From the study and finding it can be said that since purchasing is a dependent variable guided by many individual, product related, economic and other factors the manufacturers should consistently look upon the role and impact of the above predictor variables in making the design, promotion, price of product, product related factors for effective brand building of the concerned product and in order to maximize the satisfaction of customers from these products.
Further, the study suggests that the manufacturers should focus on role of different factors that can affect the positive brand perspective in the eyes of customers. The role of product related factors and Economic factors should be emphasized with great importance since these factors are been highly prioritized by customers while making purchase decision and also enhances the satisfaction level of consumers towards brands.
It is also suggested that these efforts should be consistent and role of emotional and behavioural perspective in purchase decision of customers should be given due attention to enhance customer satisfaction from different brands.
The present study thus provides avenues for future researches as well applied not only to purchase of apparels but other products and services as well as all the selected predictor variables affect the purchase decision, brand preference and satisfaction from brand for different products as well.
Thus, finding has future implications irrespective of nature of product or service tat manufacturers or service providers should keep focus on role of different factors that affect the emotional, behavioural, and Economic perspective of customers while preferring a particular brand and their resulting satisfaction from those brands. Further different other factors that may affect the buying decision can also be considered to make study more in –depth with varied nature of products. Further the study can be done taking more number of respondents which will make the study more reliable.
The study had following limitations –
Thus, from above analysis and discussion it can be concluded that purchase of apparel since is an emotionally affected decision is guided by many factors which have a deep bearing impact on the purchase behaviour of consumers. The customers decision is affected by different knowledge based, Economic, Psychological and product related factors which affect brand preference dimensions of customers in affecting their buying decision and these factors also affect the satisfaction on performance of the product or brand.
Thus the manufacturers at different stages right from generating idea of manufacturing to delivering it through different channels till understanding the satisfaction level of consumers from any particular brand is affected from the different identified factors and should be considered judiciously in order to retain better loyalty of customer, generate profits, better sales and customer management.
Different factors in knowledge based factors like Promotion past experience and impact of spouse affect significantly the brand preference dimensions. In Psychological factors trust. comfort and stylish looks dominate the brand preference decisions. Amongst the Economical factors Price, Disposable income, Schemes are affecting brand preference decisions and finally in Product related category it is the Quality of the product, easy availability, looks and ease of wearing that dominate the brand preference decision of consumers.
The role of Knowledge base and psychological factors did not had a significant impact on satisfaction fromperformance of a particular brand or product purchased by a consumer. Whereas the Economic and Product related factor had a significant impact on satisfaction of respondents.