Factors Influence Consumers Buying Behaviour in Textile Industry PDF

Project Report
On
“FACTORS INFLUENCE CONSUMER BUYING BEHAVIOR IN TEXTILE
INDUSTRY.”
Submitted to
KURUKSHETRA UNIVERSITY, KURUKSHETRA
In the partial fulfillment for the award of the degree of
Bachelor of Business Administration
Session 2020-21
Under Supervision of: Submitted By:
Ms. Pooja Rani Sakshi
Assistant Professor BBA V SEM
Department of Commerce and Management Roll No: - 2365620014
Sanatan Dharma College University Roll No:-180000424
Ambala Cantt.
SANATAN DHARMA COLLEGE, AMBALA CANTT

CERTIFICATE I
This is to certify that Sakshi D/o Mr. Balram Kumar is a bonafide student of S.D. College,
Ambala Cantt. She is pursuing her degree of Bachelor of Business Administration from this
institution under the college Roll No. 2365620014 (University Roll No. 180000424) for the
session 2020-2021.
Dr. Rajinder Singh
Principal
S.D. College
Ambala Cantt

CERTIFICATE II
This is to certify that, Sakshi, D/o Mr. Balram Kumar is a bonafide student of Bachelor of
Business Administration. She has completed her report on the topic “Factors influence
consumer buying behavior in Textile industry”. It is to further certify that the report embodies
the work of the candidate herself. The candidate has worked under my guidance and supervision
for the time period required under the relevant ordinance.
Ms. Pooja Rani
Assistant Professor
S.D. College
Ambala cantt

DECLARATION
I Sakshi student of BBA, 5 th Semester of S.D. College, Ambala Cantt., hereby declare that the
project report on “Factors influence consumer buying behavior in Textile industry”
submitted to S.D College, in partial fulfillment of Bachelor of Business Administration course is
an original piece of work conducted by me.
The information and data given in the report is authentic to the best of my knowledge.
The Project report has not been submitted to any other institute/college for award of any degree,
diploma or fellowship.
Sakshi
College Roll No: - 2365620014
University Roll No: - 180000424

ACKNOWLEDGEMENT
It is not merely a formality but a deep expression of gratitude. I have tried my best to present this
information as clearly as possible using basic term that I hope will be comprehended by the
widest spectrum of researches, analyst and student for further studies. I am highly indebted to my
institute Sanatan Dharma College, Ambala Cantt. For providing me facilities and support without
which this training would not have accomplished.
I would like to extend a sincere gratitude to Ms.Pooja Rani completed this study under the
guidance and supervision. I have received from her towards fruitful and timely completion of
this work. I also thankful to my friends who helped me a lot in the completion of this project
report.
I would also like to extend sincere thanks to few people who were not part of my project but
without their help things would not have been as easy as they were.
Sakshi

EXECUTIVE SUMMARY
This summary provides the reader an essence of the study, of the factors influencing the Buying
Behavior of Textile products among Indian youth. It also gives a glimpse of the recommended
marketing strategies that can be developed to capture the attention of the potential young Indian
consumers.
Textile industry is one of the oldest industries in India. The industry basically involves
manufacturing of various types of fabrics both natural and synthetic, production of machinery,
and planning and development of new technology. It was found important for us to carry out a
comprehensive review for these research studies in order to identify and determine the key
factors affecting consumer behavior and especially factors affecting purchase decision.
Understanding consumers’ buying behavior is one of the elements that help in achieving
marketing goals, without this understanding it makes gaining more customers difficult.
Especially in today’s competitive world. The marketer has to understand as to how the consumer
actually makes a purchase decision, who makes the decision and the type of decisions and the
steps in the buying process. As a general concept, clothes help people to express themselves.
They can express their individuality and creativity through their clothes. This can contribute to
the building up of self-esteem, self-respect and self-acceptance. The study of consumer purchase
behavior provides information about consumer and its consumption pattern. The consumer
analyzes the prevailing prices of commodities and takes the decision about the commodities he
should consume. Meanwhile, there are various other factors influencing the purchases of
consumer such as marketing, personal, social, cultural, personal and psychological factors.
Quality factor plays an important role for consumers during buying behavior of apparel.
It is suggested that the current market growth will be continued into the future. Consumer
preferences for home textile products, namely, Price, color, style, brand name/designer, fiber
content, availability of packaged sets, fabric type, thread count and retail channel.
This report is aimed to investigate the Factors Affecting consumer buying behavior in Textile
Industry. How much consumers are prepared to pay for branded products, how important they
consider price, quality, durability or other factors during their purchasing decisions. The Report
aimed at comprehensive literature review on factors affecting consumer behavior. The factors
such as social, cultural, economic, psychological, personal and the marketing factor includes
each factor of market mix – product, pricing, promotion and place has the potential to affect the
buying process at various stages.

INDEX
CHAPTERS TITLE PAGE NO.
I Introduction 1-41
II Objective of the study 42
III Research Methodology 43
IV Findings and Analysis 44-55
V Suggestion 56
VI Limitation 57
VII Conclusion 58
VIII Bibliography/References 59-62
IX Annexure 63-66

1
CHAPTER-I
INTRODUCTION
Textile market is one of the most important markets in the world. Understanding factors
influencing consumer behavior is one of the techniques used in contemporary marketing of
textile products. This technique could be employed to create a textile company strategy attracting
and advertising for target consumer. Textile industry is one of the oldest industries in India. The
industry basically involves manufacturing of various types of fabrics both natural and synthetic,
production of machinery, and planning and development of new technology. The industry has
categorized three major areas of work namely research and development, manufacturing and
merchandising. It provides direct employment to more than thirty million people
Consumer behavior is a complicated and diverse area of study. Since marketing is based on
identifying, anticipating and providing customer needs it is important to understand them. There
are two predominant types of buying: consumer buying, which consists of buying products for
personal use, and organizational buying, which involves buying for organizational purposes.
Consumer buying behavior is defined as the buying behavior of final consumers, individuals and
households who purchase goods and services for personal consumption.
Consumer orientation marketing is a contemporary marketing technique based on consumer
needs and wants. This technique aims at producing items and goods that people willing to buy. In
other words, consumer demand is the focus of this marketing technique. One of the approaches
applied in this technique is called consumer-driven approach. In which consumer needs are the
driving force of all marketing decisions. Consumer needs include the nature, specification and
characteristics of the product itself. Manufacturers and sellers of textile products might lose
consumers as they are not aware of their needs and not ultimately under-standing their wants and
preferences. The continued viability of textile industry is based on the ability of manufacturers,
advertisers, and retailers to predict, develop, and communicate styles of apparel and other textile
products that conform with the desires of the consuming public.
We have been studying consumer behavior and response for textile products. It was found
important for us to carry out a comprehensive review for these research studies in order to
identify and determine the key factors affecting consumer behavior and especially factors
affecting purchase decision. This study will focus on target customers 'evaluative criteria for
various textile and garment items. This would be useful for researchers in the textile and apparel
area in order to focus their forthcoming studies and investigations on the factors might affect
purchasers' decision and not studied yet. Practically, this will be an informative research for