1.

1 INTRODUCTION

The purpose of this research was to investigate males to examine if

differences in their buying behavior for apparel exist. In addition,
consumer attributes (i.e., apparel involvement, self-esteem, reference
group, social class, and media) and personal characteristics were
investigated separately and in relation to the purchase behavior of male. More
information is needed to understand the male consumer. Although expanding in the
past five years, research about the buying behaviors of consumers has tended to
avoid males. Retailers and marketers should understand the immense
diversity among consumers if they are to market apparel accurately and
successfully.

Consumer Behavior is defined as the behavior that consumer displays in the

searching for, purchasing, using, evaluating, & disposing of the products &
services that they expect will satisfy their needs. Consumer Behavior focuses on
how consumer make the decisions to spend their available resources (Time,
Money, Efforts) on consumption related items. That includes what they buy ,why
they buy it , when they buy it, where the buy it , how often they buy it ,how often
they use it ,how often they evaluate it after the purchase & the impact of such
evaluations on future purchases.

Market segmentation in Consumer Behaviour: Market Segmentation is defined as

the process of dividing a market into distinct subsets of the consumers with
common needs or characteristics and the selecting one or more segments to target
with a distain marketing mix. Segmentation studies are designed to discover the
needs & wants of the specific groups of the consumers so that the
specialized goods & services can be developed & satisfy each groups need
 1.2 NEED AND SIGNIFICANCE

As in this competition era you must be aware about the customer

needs & wants & what a consumer expects from the company. You must have this
information or a customer data base if u wants to stay in the market to competitive
edge in the market. After conducting this study we must be able to under stand
what customers wants from a brand, why he switches to other brand, what are the
factor which force him to purchase branded apparels. By which company can
formulate the strategies as per the customer needs & deliver them the products
which consumer want from the company which will be profitable for the company.

SCOPE OF THE STUDY

If we talk about the scope of this study in future then the scope of such
study is very wider. Scope of the study is that after gathering the information about
the youth who like to purchase the branded apparels & after studying the factors
which influence them to go with that specific brand, it includes demographic
factors, cultural influences, & social class .This study will be helpful for the
companies who are in this business segment of apparels. They will be able to know
the taste & need of the consumer & what will be the products & services which will
help them to change the non user into user of their brand & retain their existing
customer by providing them the products which they want from the company. This
study will help them to formulate & implementing the marketing
strategies. .

STATEMENT OF THE PROBLEM

Market segmentation has become an important tool used by retailers and

marketers for identifying target customers. Segmentation as the process of
partitioning markets into segments of potential customers who have similar
characteristics and who are likely to exhibit similar purchasing behavior.
Segmentation has become a major tool of companies for planning marketing
strategies. Segmentation research has several objectives that include
analyzing markets, finding a niche, and developing and capitalizing on a superior
competitive image
This research investigates Cultural factors such as apparel involvement, media, and
reference group influences, self-esteem and social class. It also investigates
demographics such as income and age. Do cultural influences, how much money
they earn, and their age make a difference in their apparel choices? Do they let
their wives chose their clothes or do they make these choices?
 1.3 OBJECTIVE OF THE STUDY

Objective behind this Term Paper which we are going to conduct on the
buying behavior of the male towards branded apparels are:

To study & analyze the brand preference of youth in buying branded

apparels.
To study the most preferred brand in the apparels segment amongst the
youth
To study impact of psychological factors on buying of youth regarding
apparels.
To study the factors which influence the buying behaviour for branded
apparels.

1.4 RESEARCH METHODOLOGY

Research Design: A research design is an arrangement of conditions for collection
and analysis of Data in a Research Design : A research design is an arrangement of
conditions for collection and analysis of Data in a manner that aims to
combine relevance to the research purpose with Economy in procedure. It
constitutes the blueprint for collection, measurement and analysis of data. My
research design will be exploratory research design.

Population of the study Youth (Male) of Vishakapatnam will be included in

population.

Sampling Size: It is the total number of respondents targeted for collecting

the data for the research. Sample size of 100 persons will be taken for this
research.

Sampling Technique: Random sampling technique will be used in this research

project.

Sampling Frame: Frame is the list of respondents.

1.5 LIMITATIONS
There are following constraints of the study which can be explained as:-

The time of research was short due to which many fact has been left
untouched
The Area undertaken in research in Vishakapatnam only. But to do a
completer research a wide area is required, so the area is also a constraint of
the study.
Sample for the study taken is of only 100 consumers. Which can also act as
a constraint in the study?
While collecting data some of the respondents are not willing to
fill the questionnaire, so they might not fill their true behavior. This
can also be a constraint of the study.