Law Audience Journal (e-ISSN: 2581-6705)

Chapter-1

Introduction

India’s retail clothing business has experienced a significant transformation that has been influenced by historical, cultural, and economic variables. The shift from conventional markets to contemporary retail forms is indicative of the nation’s evolution from primarily rural to a major player in the world economy. This progress is characterized by the combination of modern trends and old workmanship, meeting the needs of a wide customer base with changing tastes.

The retail apparel business in India has its origins in the ancient era, which was marked by thriving marketplaces and talented craftspeople. For generations, handloom textiles from places like Varanasi, Kanchipuram, and Banaras were highly prized for their ability to produce beautiful sarees and fabrics. India’s rich cultural legacy is preserved by the handmade skills that have been passed down through the decades and are still reflected in modern designs. For example, buyers seeking classic elegance continue to adore Banarasi silk sarees with their elaborate zari embroidery.

Organized retail began to take shape in the 1990s when India’s economy was liberalized. The development of contemporary retail forms, such as department stores, malls, and branded outlets, occurred during this time. Renowned companies like as Fabindia and Raymond leveraged the increasing customer need for ease and quality by providing a fusion of conventional artistry with contemporary sensibility. Fabindia, which is well-known for its handcrafted clothing and home furnishings, transformed the retail industry by establishing a demand for goods that are ethically and sustainably sourced.

The fast fashion and digital revolution of the early 2000s changed the retail apparel business in India. International companies like Zara and H&M entered the market, bringing fashionable, reasonably priced clothing that suited the needs of young, urban consumers. Moreover, the emergence of e-commerce sites like Myntra and Jabong democratized access to fashion by allowing customers all across the nation to purchase online for a huge selection of brands and styles. For instance, the way Indians purchase for clothes has changed as a result of Myntra’s creative approach to online retailing and carefully chosen collections, which provide hassle-free shopping experiences and tailored suggestions.

The retail apparel business in India has placed an increasing focus on ethical and sustainable fashion in recent years. The demand for apparel that is created ethically and environmentally is being driven by consumers’ growing consciousness of social and environmental concerns. Companies like Anokhi and Khadi & Village Industries Commission (KVIC) have supported artisanal handicrafts and organic cotton farming as examples of sustainable practices. Renowned for its block-printed fabrics, Anokhi has carved out a space for itself in the market for handcrafted, eco-friendly clothes that appeal to customers who care about social issues.

Navigating the intricacies of the contemporary market has made understanding consumer perception in the apparel retailing industry increasingly important. Consumer impressions are crucial in determining purchase decisions, brand loyalty, and overall business performance as they become more astute and information-rich. Let’s examine why understanding customer impression is critical using an appropriate example.

For instance:

Think about how the retailing of clothing has been affected by the emergence of sustainable fashion and how consumers perceive it. Consumers are becoming more conscious of ethical sourcing methods and environmental sustainability in recent years. Consequently, companies that share these principles have seen an increase in customer preference and loyalty.

Consider the Los Angeles-based sustainable fashion company “The Reformation.” The firm uses ethical manufacturing methods and environmentally friendly materials to make its garments, and it also openly shares with customers its sustainability activities. The Reformation has built a devoted following of environmentally minded consumers by associating their brand with sustainability.

Why it is so Importance to Understand Consumer Perception

Differentiation and Competitive Advantage in a congested market, textile sellers may set themselves apart from rivals by knowing how consumers perceive their products. Retailers may differentiate themselves in the eyes of customers by figuring out what matters most to their target audience—be it pricing, quality, or sustainability.

Developing Brand Loyalty brand loyalty is strongly impacted by consumer perception. Retailers gain trust and loyalty from their customers when they continuously meet their expectations and values. This encourages repeat business and favorable word-of-mouth referrals. Retailers may create enduring relationships and increase brand loyalty by learning what appeals to their target customer.

Effective Marketing tactics retailers may create messaging and campaigns that effectively appeal to their target audience by utilizing consumer perception information to influence their marketing tactics. For instance, marketing messages highlighting sustainability activities are likely to resonate more powerfully and encourage consumer participation if they believe that the company is environmentally concerned.

Product Development and Innovation product development and innovation activities are guided by an understanding of consumer perception. Retailers can spot opportunities for development, foresee trends, and create items that satisfy changing customer demands and preferences by paying attention to customer feedback and preferences.

Finally, recognizing customer perception aids shops in anticipating and reducing any risks and difficulties. Retailers may protect their brand image and market position by being aware of changes in consumer mood and preferences. This allows them to take proactive measures to address concerns such as unfavorable press, shifting consumer behavior, or changing market trends.

The challenges in understanding consumer perception in cloth retailing are

Retailers must comprehend consumer perception in order to properly satisfy customers’ wants and preferences in the clothing industry. Nevertheless, there are a number of obstacles and knowledge gaps in this regard, such as:

Subjectivity and Variability perception among consumers is fundamentally subjective and prone to large individual variation. Retailers find it difficult to effectively assess and cater to a wide range of client preferences since what attracts to one customer may not appeal to another. For instance, some customers could place a higher value on trendiness and cost when choosing apparel, while others would place a higher value on sustainability and quality.

Complex Decision-Making Process a person’s views of clothes are formed by a variety of elements, including price, fabric quality, social influences, brand image, and personal style. It might be difficult to grasp how these elements interact and affect how consumers make decisions because of their complexity and variety. For example, when making a purchase, a customer may think of a brand as stylish, but they may also take ethical sourcing techniques into account.

Impact of Digital and Social Media the emergence of digital and social media platforms has revolutionized how customers view and engage with apparel businesses. Although these platforms provide insightful information about customer trends and preferences, businesses may find it difficult to properly evaluate and use this data. For instance, a brand’s social media presence may affect how customers perceive it, but it takes advanced analytical tools and knowledge to fully grasp the subtleties of engagement metrics and sentiment analysis.

Changing Market Dynamics the retail apparel business is quite dynamic, with customer tastes and trends often changing. Fast changes in sociocultural influences, economic conditions, and fashion trends can make it difficult for businesses to predict and adjust to shifting customer attitudes. For instance, if merchants have not been actively observing customer opinion and market trends, a rapid turn towards sustainable fashion may take them off guard.

Limited input Mechanisms while surveys and in-store encounters may provide some possibilities for direct customer input in typical retail environments, it can be difficult to gather and thoroughly analyze this feedback. Furthermore, it might be more challenging to get feedback from clients in the online retail sector who may have viewed the website without completing a transaction or abandoned a purchase. To obtain insights into customer perception across several touchpoints, retailers need to allocate resources towards comprehensive feedback systems and analytics technologies.

 

Objective of study

• To identify retailstore selection by the costomer for clothing brand.
• To analyse perception of the customer for the different clothing product.
• To identifying different factor effecting to chang customer perception in refrence to the clothing brand.

Chapter-2

Literature Review

The learning of under given books are used while preparing the research paper

1. Michael R. Solomon is the author. Subject: “Consumer Behavior: Buying, Having, and Being” Pearson Education, 2018 as a source As an exampleWith chapters devoted to comprehending customer perceptions in retailing areas like textiles, the book offers a thorough overview of consumer behavior. Solomon examines a range of psychological and social elements, like as motivation, attitudes, and cultural influences, that affect how consumers perceive products. The book explores how these elements impact customer decision-making in the context of clothing retailing, providing insightful information on comprehending and forecasting consumer behavior.

2. Writers: Ann Marie Fiore and Kim, Hye-Young The title is “Fashion Trends: Analysis and Forecasting” In 2014, Berg Publishers As an example the study looks at how consumer views and buying habits are affected by fashion trends in the apparel retailing sector. In brief: Kim and Fiore examine how fashion trends, customer perceptions, and purchase decisions are related, emphasizing how social media, cultural influences, and other variables shape consumer preferences. The research offers valuable perspectives on how fashion trends might be utilized by shops to improve customer happiness and engagement.

3. Authors: Joseph Wisenblit and Leon G. Schiffman “Consumer Behavior” is the title. Source: 2015 Prentice Hall As an the textbook includes chapters on customer perceptions and decision-making processes in retail contexts, among other subjects connected to consumer behavior. In brief: Schiffman and Wisenblit investigate how consumers’ opinions and perceptions of apparel shops are influenced by cognitive and affective aspects. In order to help retailers improve their marketing tactics, the text looks at how consumer perceptions and preferences are shaped by branding, advertising, and shop atmosphere.

4. Authors: Tony Hinnes and Margaret Bruce The subtitle is “Fashion Marketing: Contemporary Issues” Citation: Routledge, 2016 Sample: Chapters on customer attitudes and behaviors in apparel retailing are included in the book’s discussion of current concerns in fashion marketing. In brief: Hines and Bruce investigate how customer opinions within the fashion business are changing, with particular attention to sustainability, ethical issues, and technological innovation. The study provides retailers with valuable information about how to modify their marketing tactics in response to evolving customer preferences and expectations within the apparel retail industry.

5. Writer: Philip Kotler and colleagues. “Marketing Management” is the title. Pearson Education, 2020 as a source as an the example textbook includes chapters on retail marketing and customer behavior in addition to covering other facets of marketing management. In brief: Designing successful marketing tactics for apparel stores requires an awareness of consumer perceptions and motives, as discussed by Kotler et al. In order to help retailers improve their competitive edge in the clothing retailing sector, the work examines strategies for market research, audience segmentation, and brand positioning that appeals to customer preferences. convert this into table form with authe seprate, tital seprate and semmary in seprate columes.

Chapter-3

Research Methodology

Research Design:

 In order to obtain a comprehensive grasp of the issue, a mixed-method approach will be used in the research on customer perception in cloth retailing. This approach will integrate both quantitative and qualitative methodologies. We seek to collect quantitative data on a range of consumer perception topics, such as demographics, shopping habits, brand preferences, and variables impacting purchase decisions, by using quantitative approaches including surveys and structured questionnaires. Simultaneously, qualitative techniques like in-depth interviews and observations will be used to explore the underlying attitudes, experiences, and motives that influence customer perceptions in the selling of clothing. This combination of strategies will provide a thorough examination of the subject by enabling a nuanced investigation of customer attitudes.

In addition, a cross-sectional survey methodology will be used to gather data at a particular moment in time, offering a preview of customer impressions throughout a certain period of time. With the help of this method, we are able to get a wide range of viewpoints and insights from a varied sample of participants, which makes it possible to conduct a thorough study of customer behavior and preferences in the clothing retailing sector. We seek to produce significant insights that can guide strategic decision-making and improve our general grasp of customer perception in the textile retailing industry through the integration of quantitative and qualitative data obtained through a cross-sectional study approach.

Data Collection Methods:

1. Primary Data Collection:

Surveys: A representative sample of cloth retail customers will receive structured questions. Demographics, shopping habits, brand and product preferences, and variables impacting purchase decisions will all be included in the study.
Interviews: To delve deeper into a subset of participants’ perspectives, attitudes, and motives, in-depth interviews will be held with them. We’ll employ open-ended inquiries to extract deep, qualitative understandings.
Observation: Consumer behavior, interactions with items, and reactions to visual merchandising tactics will all be observed in retail stores.

2. Secondary Data Collection:

Literature Review: In order to get information about customer perception trends, theories, and prior research findings in the retailing of clothing, a thorough analysis of the body of current literature, scholarly journals, industry reports, and internet databases will be carried out.
Market Analysis: To examine market trends, the competitive environment, and customer preferences in the cloth retailing sector, secondary data sources including government statistics, industry publications, and market research studies will be used.

 Sampling Technique:

A stratified random sample technique will be used in conjunction with a probability sampling strategy to conduct the research on customer perception in the selling of clothing. The generalizability of the results is improved by this strategy, which guarantees representation across a range of demographic categories, including age, gender, income, and geographic location. Our goal in stratifying the sample according to these demographic variables is to obtain a variety of viewpoints and insights that are representative of the larger community of cloth retail customers. In order to achieve statistical significance, the sample size will also be decided depending on the required degree of precision and confidence interval.

We want to reduce sampling bias and improve the validity and reliability of our results by carefully weighing sample size and stratified sampling. This will help to contribute to a solid knowledge of customer perception in the selling of clothing.

Chapter-4

DATA ANALYSIS

Data Collected

The Indian cloth market

The below graph shows the yearly increase of Indian clothing market. By this data we can easily understand the potential of Indian clothing market, it of one of the largest growing market with the grate scope of growth in International market as well.

The data has been collected by 32 respondentes comprising of both male and female group of respondents.

The information shows that respondents were spread out throughout a number of age categories, with the bulk (87.5%) of respondents being between the ages of 15 and 25. On the other hand, just 12.5 percent of responders are between the ages of 25 and 35. This distribution shows that younger people were much more prevalent in the demographic polled.

There are a significant number of teenagers and young adults in the sample, based on the high proportion of respondents who are between the ages of 15 and 25. People in their late teens and early twenties are usually included in this age group; they are a trend-conscious cohort with dynamic fashion tastes and high levels of involvement with apparel retail.

However, the decreased percentage of respondents who were between the ages of 25 and 35 points to a comparatively lower representation of people in the young adult age group. Understanding this age group’s requirements and preferences is still essential for shops looking to serve a varied client base, even if they may have different consumption habits and priorities than younger populations.

Frequency of buying of clothes respondents.

Forty-six percent of the respondents said they shopped for clothing “once a month or more,” which is a considerable share and suggests a high degree of involvement with apparel retail. This category probably includes of people who value keeping up with current fashion trends, who shop as a recreational pastime, or who have certain wardrobe requirements that need to be met on a regular basis.

Furthermore, half of the participants stated that they went clothing shopping “every few months.” This suggests that a significant segment of the sampled population shops for clothes on a regular, albeit less frequent, basis. These people could take a more measured approach to buying, opting to buy new clothes on a seasonal basis or to change their wardrobes on a regular basis.

On the other hand, a lesser percentage of participants, or 6.3%, stated that they go clothing shopping “Once or twice a year.” This category probably comprises of people who consider clothes buying to be a less regular requirement; instead, they could choose to buy in bulk or take advantage of seasonal sales events to sometimes update their outfits.

Finally, 3.1% of respondents said they “rarely” went shopping for clothing. This category includes people who don’t buy for clothes in stores very often. This might be because they have a tight budget, don’t care much about fashion, or would rather use secondhand or thrift store purchases or hand-me-downs.

These results show different customer preferences and habits, which is important for merchants to know in order to properly adjust their strategy. Comprehending these trends facilitates customization of marketing, inventory control, and promotional endeavors to accommodate heterogeneous client requirements, augmenting contentment and propelling revenue.

53.1% of respondents, or the majority, said they shopped at both physical and online establishments, indicating a desire for a mix of online and offline experiences. This group enjoys the tactile sensation and instant fulfilment that physical businesses give, but they also probably appreciate the accessibility and convenience that come with internet buying platforms.

Furthermore, 15.6% of participants stated that they mostly purchase clothing “online.” This implies that a considerable segment of the questioned population values the ease, diversity, and adaptability provided by e-commerce platforms. Online shopping channels may be preferred by them due to factors like simplicity of browsing, availability of a large selection of items, and the convenience of purchasing from home.

On the other hand, 31.3% of respondents said they mostly bought clothing in “Physical stores.” This group probably enjoys the tactile experience of physically scrutinizing products, engaging with sales staff, and trying on clothing before committing to a purchase. Their propensity for buying at physical retail shops may be influenced by elements including the capacity to evaluate product quality directly, immediate pleasure, and customized help.

The research indicates that the questioned population has a preference for a variety of purchasing channels and varies in how much they rely on online and physical retail platforms.

By the given graph we can clearly understand that Brand reputation is the most important aspect effecting the perception of the consumer befor the head prise, verity, customer service or showroom environment. Still price and varity being the major factor in selecting a cloth retail outlet.

6.3% of respondents gave their shopping experiences a perfect score of 10, indicating that they were extremely satisfied and fulfilled with their experiences. A sizable percentage of respondents had extremely excellent shopping experiences, as seen by the 15.6% of respondents who gave their experience a 9 rating.

Additionally, a majority of the respondents (31.3%) gave their entire shopping experience an 8 rating, suggesting that they had generally pleasant experiences with clothes retailers. In a similar vein, 12.5% of participants gave their experience a 7 rating, indicating a modest degree of pleasure with potential for development.

On the other hand, 15.6% of participants assigned a score of six to their total shopping experience, suggesting a slightly indifferent or mixed attitude towards their shopping experiences. Interestingly, the remaining respondents—less than 10% of the sample—rated their entire experience at clothes retailers below 6, indicating varied degrees of unhappiness.

Overall, the data shows that respondents’ opinions about their overall experience shopping at clothes stores vary, with a significant number expressing pleasure but also pointing out areas for improvement. Clothing shops may better fulfill consumer expectations and improve the entire shopping experience by tailoring their plans and services based on an understanding of these evaluations, which can help them discover areas of strength and areas for improvement.

The majority of the consumers prefer to go shopping to Shopper’s stop, but still there is a homogenic distribution depicting that the market is in a competitive state market were market lender is just a step ahead of its competitors. But still we ca see Marek and Spencers lacking behind the race.

Out of all the alternatives, ‘Visual merchandising’ was chosen by the majority of respondents (65.6%) as their favorite feature of the in-store experience. This implies that the respondents value appealing clothes and accessory presentation, imaginative layouts, and well-curated displays, all of which may improve the overall visual appeal and provide a more engaging shopping experience.

Furthermore, ‘Fitting rooms’ were chosen by a sizable percentage of respondents (59.4%) as a desirable feature of the in-store encounter. This suggests that respondents appreciate having access to changing rooms so they can try on clothing and evaluate fit, comfort, and style before deciding what to buy. A satisfying experience in the fitting room may boost client confidence and pleasure with apparel purchases.

In addition, ‘Staff help’ was chosen by 54.5% of respondents as their favorite part of the in-store visit. This indicates that the respondents value staff personnel who are informed and helpful and who can offer direction, product recommendations, and individualized assistance when shopping. Good relationships with employees may improve the whole shopping experience and encourage patronage of the store out of loyalty and trust.

In conclusion, ‘Atmosphere’ was chosen by 39.4% of participants as a desirable feature of the in-store encounter. This includes elements that go into making a business seem good and fun to shop in, such the lighting, music, atmosphere, and general store mood. A pleasant environment may affect behavior, emotion, and perception, which will eventually increase how satisfied customers are with their shopping experience as a whole.

High responses at the hieger rateing side , this shows that the consumers are now shifting towerds the online shopping culture.

The information offers insightful information on what, in the respondents’ opinion, makes for a pleasurable online clothing purchasing experience. Out of all the alternatives, ‘Return policies’ was identified by the great majority of respondents (81.6%) as a key factor that contributes to a pleasant online buying experience. This indicates that when respondents buy for clothing online, they place a high importance on easy and flexible return policies since they provide them the confidence to return or exchange goods if necessary, which gives them peace of mind about their purchases.

Furthermore, ‘Product descriptions’ was chosen by a sizable proportion of respondents (72.7%) as a crucial element enhancing an enjoyable online buying experience. This suggests that when respondents shop for apparel online, they value precise and thorough product descriptions because they help consumers make educated judgments by giving them important details like the fit, materials, size, and other pertinent features of the garment.

Moreover, 57.6% of participants identified “Website usability” as a crucial element that enhances an enjoyable online purchasing encounter. This indicates that when respondents shop for clothing online, they place a high value on user-friendly website interfaces and navigation systems since they make the transaction easier and more efficient overall by enabling them to explore, search, and buy things with less effort and irritation.

Finally, ‘Speed of delivery’ was cited by 51.5% of respondents as a critical element influencing a satisfying online purchasing experience. This suggests that when respondents buy for clothes online, they value rapid and efficient delivery of the products they have ordered since it makes ordering and receiving easier and more convenient.

The information sheds light on the studied population’s favorite e-commerce websites. With 56.3% of respondents choosing Myntra as their preferred online retail website, it was clear that there was only one alternative available. This suggests that a sizable portion of the public prefers Myntra above other sites, indicating that they like the platform’s features, user interface, and general dependability while buying clothing online.

On the other hand, a lesser percentage of participants—12.5% each—chosen Ajio and Flipkart as their top online retailers. This shows that although these platforms have their own attraction, people are not as fond of them as they are of Myntra among those polled.

Amazon was chosen as the top online retail website by 18.8% of the remaining respondents, suggesting a moderate level of affinity for the e-commerce behemoth when it comes to apparel purchasing.

Overall, the research shows that Myntra is the most popular online retail website among the people polled for clothes purchases. By better tailoring their offers and services to better suit the requirements and preferences of their customers, online merchants may increase customer happiness and loyalty. This can be achieved by understanding these preferences, which can help them discover areas of strength and possibilities for development.

According to the statistics, 60.6% of the respondents, or the majority of the sample, said they were brand loyal. This implies that when it comes to apparel purchases, a sizable fraction of the examined population demonstrates brand loyalty. In the apparel industry, a number of elements, including perceived quality, brand image, consistency in style, and favorable prior experiences with the company’s products, can contribute to brand loyalty.

On the other hand, 39.4% of participants said they had no brand loyalty when it comes to clothes. This implies that a considerable segment of the questioned population is receptive to trying out several brands and lacks a strong inclination or loyalty to any one brand.

This lack of brand loyalty may be caused by a number of factors, such as a preference for diversity, a readiness to try out new looks, sensitivity to pricing, and an emphasis on other qualities like affordability, convenience, or ethical issues.

In general, the information shows a wide variety of customer preferences and behaviors with relation to brand loyalty in the apparel industry.

51.5% of the respondents, a sizable chunk, said that celebrities or influencers had no bearing whatsoever on their decisions to buy clothes. This shows that a significant percentage of the population polled is less influenced by influencer or celebrity endorsements and more dependent on own tastes, pragmatic factors, or other sources of inspiration when making clothes choices.

On the other hand, 9.1% of respondents said that celebrities or influencers had a significant impact on their decision to buy clothes, suggesting that some people are greatly impacted by the advice, support, or fashion choices of powerful people. This demographic may seek fashion inspiration from celebrities or influencers, attempting to replicate their outfit choices.

Furthermore, 39.4% of respondents said that celebrities or other influencers had some effect over their decisions to buy clothes. This indicates a moderate amount of influence, where people could weigh personal tastes and other variables alongside endorsements or suggestions from celebrities or other influencers when making clothing choices.

The data as a whole reveals a wide variety of opinions on the impact of celebrities or influencers on judgments about what to buy. While some people are greatly impacted by the recommendations of well-known people, others are not as much affected by them and instead base their purchase decisions more on their own tastes and other considerations.

The information sheds light on how much of the respondents actively look for apparel that is made sustainably or ethically. Sixty-six percent of respondents, a sizable majority, said they actively look for such possibilities. This indicates that customers are becoming more conscious of and concerned about ethical sourcing and environmental issues related to the apparel business. These people place a high value on buying apparel made using ethical labor methods, ecologically friendly materials, and contributions to social and environmental concerns.

On the other hand, 9.1% of respondents, a lesser percentage, said they don’t actively look for clothing alternatives that are supplied sustainably or ethically. This implies that sustainability and ethical sourcing may not be the main concerns for certain consumers when making clothes purchases, even though they may prioritize other aspects like cost, style, or convenience.

Furthermore, according to 30.3% of respondents, they occasionally look for clothing alternatives that are ethically or sustainably sourced. This points to a more complex strategy where people buy clothes by taking into account a variety of criteria, including sustainability and ethical sourcing. Availability, cost, and perceived impact on style and quality are a few examples of factors that may affect how often people actively look for sustainable solutions.

In general, the information shows a variety of beliefs and practices about how important sustainability and ethical sourcing are when making judgments about what to buy. By providing a wide selection of ethically and sustainably sourced clothing options, openly disclosing their sourcing procedures, and putting initiatives in place to advance sustainability across their supply chains, clothing retailers can better respond to consumer preferences and demands by taking into account these points of view.

Description

• A bar chart is used to visually represent the frequency of respondents answers across the categories of a multi-select question.
• The question What factors are most important to you when selecting a clothing store? includes multiple answers provided by respondents, allowing for the comparison and counting of text labels. Each bar in the chart displays the percentage of respondents who selected one of the fourteen available answers or choices.
• For instance, the most popular choice among respondents was “Positive Online shopping factors: Return policies”, with 24 out of 29 total respondents selecting it.

Insight

Some respondents choices clearly stand out when considering the factors that are most important to them when selecting a clothing store. For example, positive Online shopping factors such as return policies (83.0%), product descriptions (69.0%), and brand reputation (72.0%), as well as important factors like price (69.0%) and variety (66.0%), exceed expectations. On the other hand, factors like quality (3.0%), variety (2) (3.0%), showroom environment (2) (3.0%), quality, comfort, fit (3.0%), and showroom environment (21.0%) are noticeably lower in importance.

Description

• A bar chart is a visual representation that uses bars to show the relative frequency of one variable across different categories of another variable.
• “Preferred store” is a categorical variable, meaning it consists of text labels that can be grouped or categorized. The chart displays the percentages of True labels for the positive Onlineshopping factor product descriptions within each of the three categories of “Preferred store”.
• For instance, the bar colored  represents the percentage of True labels for Product descriptions in the Shoppers Stop category, which is 80%. This is because 8 out of a total of 10 records fall under this category. It also has the highest percentage among all three categories of “Preferred store”.
• It’s important to note that the chart only includes a subset of the categories within “Preferred store” as some categories were excluded due to a small sample size.

Insight

• The average rate of positive Online shopping factors related to product descriptions for the entire sample is 61%. However, when examining specific groups or segments of the preferred store, we observe that the rate for Single brand dedicated shops is 29%, which is significantly lower. In contrast, for Shoppers Stop, the rate is 80%, slightly exceeding expectations.

Description

• A stacked bar chart illustrates the distribution of one categorical variable across different categories of another categorical variable.
• The variables “Preferred store” and “Shopping frequency” are Bothcategorical, meaning they consist of text labels that can be grouped together. “Shopping frequency” has four categories: Every few months, Once a month or more, Once or twice a year, and Rarely. On the other hand, “Preferred store” has three categories: Single brand dedicated shop, Shoppers Stop, and Local cloth outlets.
• In each column of the chart, the percentages for the four categories of “Shopping frequency” are stacked to total 100%. For instance, the segment colored  represents the percentage of Every few months across the three categories of “Preferred store”. Specifically, for Single brand dedicated shop, it is 14%, based on 1 out of a total of 7 records being labeled as such.
• It is important to note that the chart displays only a subset of the three categories within “Preferred store”, as some categories have been excluded due to a small sample size.

Insight

• The data indicates that grouping by “Preferred store” categories has a significant impact on “Shopping frequency”.
• When grouped by “Preferred store”, five categories within “Shopping frequency” stand out.
• For Local cloth outlets, the percentage of Every few monthsis notably increased to 100% and decreased to 14% for Single brand dedicated shop, compared to the overall average of 57% for the entire dataset.
• Similarly, the percentage of Once a month or moreis moderately decreased to 0% for Local cloth outlets and increased to 57% for Single brand dedicated shop, compared to the overall average of 30% for the entire dataset.
• Additionally, the percentage of Rarelyis moderately increased to 14% for Single brand dedicated shop, compared to the overall average of 4% for the entire dataset.

Conclusion

The study on consumer perceptions in the garment retail business has shed light on a number of aspects of customer behavior, preferences, and interactions. A careful analysis of the survey’s findings, limitations, and recommendations enables the deduction of numerous significant conclusions. First off, the findings highlight how crucial it is for clothes shops to take into account factors like pricing, quality, variety, and convenience when figuring out customer preferences and habits, even in light of the expanding popularity of online shopping. Additionally, there is a definite preference among customers for in-store shopping. Second, although the study identifies issues such as response bias, sample size restrictions, and imprecise survey questions, it also presents opportunities for further research to close knowledge gaps and advance methodologies.

Thirdly, by combining qualitative methods, refining survey questions, changing sample strategies, and keeping an eye on market trends, the recommended activities provide a way ahead for future research initiatives. Lastly, the research’s implications for industrial practice highlight how important it is to understand client preferences and adjust tactics to meet shifting market demands. Retailers may enhance consumer experiences, maximize their product offers, and differentiate themselves in a congested market by doing this. All things considered, this study adds to our understanding of customer preferences and purchasing behaviors in the apparel retailing business, empowering industry participants to make fact-based decisions.

Cite this article as:  

Nikunj Agrawal & Dr. Ashish Chandra, “Study on perception of consumer in cloth retailing”, Vol.5 & Issue 5, Law Audience Journal (e-ISSN: 2581-6705), Pages 449 to 480 (29^th April 2024), available at https://www.lawaudience.com/URL%20Slugstudy-on-perception-of-consumer-in-cloth-retailing.