Understanding the important factors considered while buying kid wear in India-
The Business Research Methodology paper, Factors Affecting Consumer’s Decision Making while Purchasing a kids wear is the most important addition to the practical application of theoretical knowledge and experience on real research aspects. This is really a delightful experience.
It is amazing and fascinating finding that so many dependable people around, who have given necessary guidelines and advices while formulating this paper. Learning what determines a good employer, I remain ever grateful to them, who all have helped to write this report. I also extend my acknowledgement to all those, who helped me by answering my queries pertinent to the data collection of my report.
A special debt is due to my instructor Prof. Varsha Verde, our respected faculty for the valuable guidance in the preparation of this report. I have been immensely benefited from her valuable guidance in the process of understanding and preparing this report. Without her active support, continuous encouragement, and constructive criticism, probably it would not have been possible to write an informative and objective report. Her active assistance in working out a framework for the paper has helped to complete the assignment within given time.
I also acknowledge the contributions of the librarian of IBS MUMBAI for allowing me to utilize the library facilities.
Table of contents
* Back ground study
* SWOT Analysis
* Objectives of the study
* Scope of study
* Data collection
* Results and finding of the research
* kmo and bartlets test
* Factors to be extracted
* Scree plot
* Name the factors
* The surrogate variable
* Limitations of the research
1. BACKGROUND STUDY
KIDS WEAR MARKET IN INDIA
In India, the market for kids’ wear is witnessing rapid growth. Currently, the kids’ wear segment reflects huge opportunities for growth in the Indian apparel retail segment, as compared to men’s and women’s wear segments. According to KSA Technopak, a consultancy firm, branded as well as small retail players in the country are gradually realising the potential of the kids’ wear market and are looking to make investments in this segment Influx of foreign brands
Major UK-based retailers and German brands are entering the kids’ wear segment in India with their own kids’ garments range. “By the end of 2010, a number of major international retailers and garment manufacturers launched their kids’ wear segment in India and witnessed high sales,” says Praveen. K. Parmanandka, proprietor of R. D. Parmanandka Textiles Limited, a mid-sized manufacturer, supplier and exporter of men’s, women’s and kids’ wear based in Tirupur in Tamil Nadu.
The influx of international brands looking to launch their own kids’ wear range in the Indian market will pose stiff competition to reputed domestic kids’ wear brands such as Catmoss, Gini & Jony and Lilliput. Major sports goods companies such Reebok and Adida shave also emerged with their kids’ wear wing in India. These activities are sure to invoke growth in the overall retail sector in India.
“As of now, the demand and subsequent sales of kids’ apparels are mainly restricted to the major cities in India. However, smaller cities are also likely to witness similar growth in the near future,” says Rajesh Shah, proprietor of Spark, a mid-sized manufacturer of kids’ wear in Indore.
A recent study conducted by Insight In store, an Indian trend research and shopper marketing consultancy, claims that apparel brands are increasingly catering to the demands of the ‘little’ consumers who prefer wearing western clothes. It is being noticed that at present kids’ wear is highly influenced by...
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