Dissertation: Analyzing Export-Import Business for Ladies Wear in UK

This dissertation provides an analysis of the export-import business for ladies wear in the UK market, focusing on Indian dresses. It examines market trends, challenges, and the influence of internal and external factors on buyer behavior. The study highlights the advantages of international trade, such as economies of scale and increased profitability, and the benefits for the UK, including GDP growth and foreign exchange earnings. It investigates the impact of income, cultural aspects, and social media on consumer decisions regarding Indian apparel. The dissertation also addresses the competitive landscape and challenges faced by traders in attracting customers and achieving their goals, ultimately offering insights into enhancing sales and market performance in the UK fashion industry. Desklib provides access to this and other solved assignments to aid students in their studies.

Dissertation topic-To analyse export-
import business for ladies wear in
UK market
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Abstract
In the present times, all the traders are involved in cross-border transactions to exchange or
supply their goods and services to and from other nations, called import-export. Now-a-days, ladies
like to wear traditional Indian wearing made from different natural and artificial material such as
Silk, Cotton, Jute and many others. In this dissertation, market trends and challenges have been
examined regarding the global trading practices in the United Kingdom. Moreover, different types
of internal and external factors which influence buyer shopping behaviour has been discussed and
analysed. In the study, it have been founded that international trade offer numerous advantages like
economies of scale, high turnover, competitive strength, more profit and stronger market share as
well. While, domestic country will be advantageous by increasing GDP, more employment
opportunity, favourable trade balance and more foreign exchange earnings. On the contrary to this,
import enables UK to resolves their difficulties such as shortage of material, acquisition of top
quality products at affordable prices etc. Furthermore, it has been investigated that income, cultural
aspect, social media networking and friends and family groups greatly influence the buyer decisions
to shop Indian apparel. Besides this, stiff competitive age is the main challenge that traders are
facing in their international practices to attract more customers and reach goals.
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Table of Contents
CHAPTER – 1 INTRODUCTION.......................................................................................................4
1.1 Background of the study.............................................................................................................4
1.2 Research aims and objectives.....................................................................................................5
1.3 Research questions......................................................................................................................5
1.4 Rationale of the study.................................................................................................................5
1.5 Significance of the study............................................................................................................6
1.6 Structure of the dissertations......................................................................................................6
CHAPTER – 2 LITERATURE REVIEW............................................................................................8
2.1 Introduction................................................................................................................................8
2.2 Concept and significance of international trade.........................................................................8
2.3 Trend towards international business of Indian dresses in UK.................................................10
2.4 Impact of designer dresses on customer attraction and decision making.................................11
2.5 Internal and external factors that have impact on customer buying decisions in the context of
Indian apparels................................................................................................................................12
2.6 Stating the level of competition which exist in UK market in relation to different designer
Indian dresses..................................................................................................................................14
2.7 The model of consumer buying behaviour...............................................................................14
CHAPTER – 3 RESEARCH METHODOLOGY..............................................................................16
3.1 Introduction..............................................................................................................................16
3.2 Research philosophy.................................................................................................................16
3.3 Research approach....................................................................................................................16
3.4 Research design........................................................................................................................17
3.5 Research type............................................................................................................................18
3.6 Data collection..........................................................................................................................18
3.7 Universe and sample.................................................................................................................19
3.8 Research instrument..................................................................................................................20
3.9 Data analysis.............................................................................................................................20
3.10 Ethical consideration..............................................................................................................21
3.11 Limitation................................................................................................................................21
3.12 Time frame..............................................................................................................................22
CHAPTER – 4 DATA ANALYSIS.....................................................................................................23
4.1 Introduction..............................................................................................................................23
4.2 Data findings and analysis........................................................................................................23
CHAPTER - 5 CONCLUSIONS AND RECOMMENDATION.......................................................35
5.1 Conclusion................................................................................................................................35
5.2 Recommendation......................................................................................................................36
REFERENCES...................................................................................................................................37
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CHAPTER – 1 INTRODUCTION
1.1 Background of the study
With the globalized market era and vast use of technologies, wide geographical area of the
world narrowed down. As a result, now-a-days, it becomes possible for the organizations to engage
in cross-border transactions. The process of exchanging and distributing goods and services to the
customers and corporations of other nation, is known as export-import (Caniato and et.al., 2015).
Such activities and operations are a great contributor to the economic gross domestic product (GDP)
and national growth and development. With regards to UK, its fashion industry is importing and
exporting Indian designer dresses to number of countries across the globe (Entwistle, 2015).
Customers are willing to wear Indian dresses because of their quality, designs, looks, different
material and also traditional attire. Moreover, with the changing time, shoppers buying behaviour,
consumer awareness, fluctuating demand, competitive market and technological advancement such
as e-commerce brings significant improvement in the cross-country trading, especially in clothing
sector (Apparel, Textile, clothing and Fashion Industry Market Research, 2014). Due to such market
changes, it becomes possible for UK to involve in cross border transactions, in which it import
goods from India and sell it to other area of the world. It attract customer from number of nations by
introducing Indian dresses in different designs, looks and sizes. As per the statistical report of UK
fashion industry, large proportion of the industrial share consist of women wearing as it is 40%,
however, men clothing has total share of 23%, babies to 1% and other clothing and accessories to
36%. Thus, the statistical data shows that UK clothing establishments are exporting large quantity
of products to the international customers to achieve success.
The main aim of this research investigation is to examine and analyse the current trends as
well as challenges in the export-import operations of the Indian ladies wearing by UK. The propose
dissertation emphasizes on the availability of Indian women dresses in different variety and designs
in UK so as to attract large number of consumers from the other countries. Moreover, it will
evaluate the changes in buying pattern, shopping behaviour, consumer preferences and their needs,
wants and desire over the time. By studying and analysing the market trends, organizations can
select appropriate strategies to enhance their sales and performance in the forthcoming period.
Through serving foreign customers in the best possible manner, companies will be able to attract
more and more consumers by satisfying their need consistently (Henninger and et.al., 2015). Apart
from this, it also examines both the internal and external factors which impact the cross-border
transactions of Indian dresses in UK. Along with this, the current trends and challenges in the
foreign trade of Indian dresses will be analyzed so as to increase the target customer base, market
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shares and competitive strength as well.
1.2 Research aims and objectives
Aim of the study:
“To analyse the export-import business of Indian dresses in UK market”
Research objectives:
 To review the literature, relate to the international export-import business of Indian dresses
in UK
 To analyse the influence of attract new customers.
 To access the external and internal factors impacting export and import.
 To determine the key challenges for successful growth of the business.
1.3 Research questions
Ques 1. What are the current trends of import-export business of Indian ladies wearing in the UK
market?
Ques 2. How different designer dresses are helpful for the commercial establishments to attract
more and more customers?
Ques 3. Which kinds of internal as well as external factors influence customer buying decisions in
UK?
Ques 4. What is the level of competition among organizations in making different designer Indian
dresses in the international market?
1.4 Rationale of the study
The main reason for carrying out this investigation is to examine the structure and
operations of international trading practices of ladies dresses from India. The research will explain
that how foreign trade works in the UK market. Moreover, in the previous studies, some loopholes
has been identified as although many research has been conducted on export-import business, but
still, none of the investigation has been done with regards to Indian Ladies wearing in UK.
Therefore, this research study will evaluate the demand of Indian dresses in UK market and assess
that how better customer relationship can be maintained by serving quality products and services.
Through this, companies can expand their operations in other nations also and formulate more
effective strategies and make decisions as well (Hall and Jayne, 2016). Apart from this, the effect of
different factors such as technology, design, quality, prices, changing customer choices, competition
etc. on the foreign trading practices will be analysed. With this, currently operating companies can
take better decisions to enhance their performance whereas potential entities can make effective
strategies to establish the business in the competitive market place.
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1.5 Significance of the study
The outcome of this investigation surely provides extreme level of help to the other PHD
scholars, who desire to conduct the study on similar kind of topic in the future years. Moreover, it
includes an in-depth evaluation of trends, threats and potential opportunities of the export-import
operations of Indian ladies clothing products in UK market. Through this, corporations who are
running their functions in the industry will be able to analyse the market volatility in the terms of
changing customer behaviour, buying perception, preferences, consumer spending level and their
likes and dislikes as well (Marcella and Rowley, 2015). With the assistance of this, they can
maximize the market opportunities and take benefit of the same and minimize market threats.
Further, managers can frame better strategies and take decisions for the business development and
reach their target aims and objectives. In addition to this, government also make policies in order to
ensure economic progress via industrial development. Thus, this investigation facilitate the UK
government to examine the prevailing market conditions in the export-import operations
(Armstrong and et.al., 2015). It will be very helpful to take strategic decisions for the national
growth and development by increasing total export, decreasing import, offering more employment
opportunities and foreign exchange earnings as well. Apart from this, this study will be of huge
importance, specially for the person who are planning to start up their own export-import business
in the future period.
1.6 Structure of the dissertations
Chapter: 1. Introduction
This section of the dissertation outlined the background and brief description of the selected
research topic. In this chapter, researcher provided a basic understanding of the import-export
business of ladies wear in UK market. Investigator also formulated aims and objectives to conduct
an in-depth analysis and evaluation. Moreover, its potential significance and reason to conduct this
investigation has been discussed.
Chapter: 2. Literature review
This chapter of the research examined the opinions and views of different authors who
conducted similar kind of study previously. This chapter is of huge importance as, through this,
investigator became able to understand the concept and current trends and challenges in the UK
market for ladies wearing.
Chapter: 3 Research methodologies
This section involves various methods, techniques, approaches and tools to conduct the
study in suitable manner. Moreover, every methodology which is selected for the study has been
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justified, so that, it can be proven as the best method and technique. Apart from this, it also shed
light on the ethical consideration and limitation of the study.
Chapter: 4 Data finding, analysis and evaluation
It is the most crucial and important section of the entire investigation because in this, data
has been assembled from different sources and examined through applying suitable techniques. It
enable researcher to found an appropriate solution of the issue and conclude the whole study in well
manner.
Chapter: 5 Conclusion and recommendations
It is the last chapter which summarize the findings of the research that an investigator has
attained by the critical evaluation of the gathered data. On the basis of this, appropriate
recommendation has been given to the organizations that are operating in the UK fashion industry,
so that, they can enhance their target customer base and reach success.
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CHAPTER – 2 LITERATURE REVIEW
2.1 Introduction
Literature review is regarded as the process of describing, summarizing and analysing the
opinions and views of the previous scholar who conduct the study on the same topic. It provides a
theoretical base for the investigation and helps to identify the nature of the study (Marcella and
Rowley, 2015). This in turn helps in gaining deeper understanding about the research topic or area.
By doing literature scholar can prepare brief thesis which in turn helps him in making suitable
analysis of data gathered. It is a summarized and an evaluative report of the different information
founded in the historical literature based on the selected issue. In this chapter, the theoretical
concept and framework of the import-export transactions of Indian ladies clothing products in UK
market have been evaluated through the reviews of book and historical scholarly articles. With the
help of this, an investigator can develop their own understanding regards to the chosen topic.
2.2 Concept and significance of international trade
According to Cavusgil and et.al., (2014) international trade refers to the exchange of
products and services across different nations of the world. In other words, the supply and
distribution of goods by the domestic organization to the foreign customers is called global trade.
There are two major elements of it that are imports and exports. In such respect, the acquisition of
goods from the countries, other than domestic nation is called import. With reference to the UK's
clothing industry, purchase of ladies dresses in different design from the country, India is known as
import transactions. Shortage availability of the goods, excessive market demand and availability of
quality products at cheaper prices are some of the most important reasons of import. It enable UK
based establishments to fulfil their consumer demand, including both domestic and international.
However, according to the view point of Chaiprasit and Swierczek (2011) export is an another
element, in which, goods and services are shipped to the other countries by the producing nation,
called export. In other words, selling and disposal of products to distinct land of the world to meet
their demand is known as export transaction.
As per the opinion of Chan and Ng (2013) in the present times, almost each and every nation
is engaging in global trading so as to enhance their gross domestic product and thereby assure
economic progress. It plays a crucial role in the nation’s growth and development as increasing the
volume of exporting increase foreign exchange earnings, customer base and generates more job
opportunities for the domestic people. However, on the critical note, Chandra, Styles and Wilkinson
(2012) argued that although there are number of benefits of international trade, but still, all the
overseas transactions are highly regulated and governed by the authorities. It is because, excessive
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imports decrease the government treasury as they need to pay money to the exporter and also their
domestic production may be dependent on the goods supplying by the other nations. Contrary to
this, high export also may be a hurdle in the home country development due to goods shortage to
meet own country's demand. Despite this, Chong, Shafaghi and Tan (2011) suggested that foreign
trade provides number of benefits to the country such as high efficiency, optimum use of natural
resources, economies of scale and develop co-operation and peaceful relationship with other
nations. Due to above advantage and drawbacks, in the global trading, both the exportation and
importation are controlled by the custom authority through the rules and regulations and import
quotas. The aim of this regulation is to make a balance between both the imports and exports for the
UK growth.
In accordance with the view points of Dibb, Simkin and Wilson (2012) international trade
facilitates optimum allocation of resources to the large extent. Along with this, global trade also
provides opportunity to make use of the efficient labour of oversees market. Moreover, there are
several places of the world where highly efficient and skilled personnel are available to perform the
business operations and functions more efficiently. However, on the critical note, Dziri (2013)
argued that when specific country makes focus on high level of exports then raw material and
minerals get exhausted. Along with this, living standard of the people of home country is also
highly affected when it makes focus on export Dziri (2013) also stated that international trade offers
opportunity to the firm to make effectual political relationship with other countries. For instance:
UK imports ladies wear from India with the aim to satisfy the need of Indian people. In this way,
global trade provides chance to the political authorities of UK to build and maintain harmonious
relationship with Indian government. This in turn offers several financial and non-financial benefits
to the both home and host country.
In the thesis, Figge and et. al., (2012) stated that through the means of international trade
home country can overcome the problem in relation to the scarcity of resources to the large extent.
Moreover, it is not possible that each country has enough amounts of resources for meeting the
manufacturing needs. In this situation, business unit has chance to perform its manufacturing
functions more effectively and efficiently. For example: UK purchases raw material from India for
manufacturing the Indian ethnic wears. Moreover, India is the place from which one can import raw
material for manufacturing clothes at affordable prices. In this way, UK would become able to
manufacture ladies wear in the best possible way. Thus, through the means of international trade
UK can generate enough resources namely raw material etc. However, Gilligan and Wilson (2012)
critically evaluated that when business organization imports finished good namely manufactured
clothes from other countries then it directly influences the economic growth and development.
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Moreover, when goods are imported from other countries then it may result into low level of
production in the home country. Due to this, high level of decline takes place in domestic
employment opportunities.
Further, Gilmore (2010) presented their views that international trade offers chance to both
home and host country to enhance their wealth to the great extent. It enables countries to make
contribution in the achievement of their goals and objectives. For example: When UK imports raw
aspects from India then it has to make payment in its own currency level. This in turn enables India
to make effectual balance of payment and strengthen the position of the country by getting payment
in the currency of UK. Along with this, by importing clothes from India, UK clothing stores can
fulfil the need of Indian people in relation to the ethnic wear to the large extent. Moreover, there are
several Indian people who live in UK. From research, it has been assessed that Indian people
comprise for 1.4 million populations from the whole. In this, by importing Indian apparels UK can
satisfy the needs, wants and cultural beliefs of the migrated Indian people to the significant level. In
addition to this, there are also several UK people who prefer to wear Indian designer outlets on
specific occasions. In this regard, by importing Indian attire clothing firms of UK can meet the
demand of the customers significantly. Thus, by taking into account all the above aspects it can be
said that international trade is highly significant for UK. In this way, such trading opportunities will
maximize the productivity and profitability of UK to the great level. However, it is to be critically
evaluated by Hollensen (2010) that in international trade, company which imports raw aspects also
face difficulty in managing the cost due to high import duties and tax policies. Thus, it is also the
main aspects which companies are compelled to sell the clothes at higher prices. This in turn affects
the demand of the people of home country due to the higher prices. In this way, international trade
has both positive and negative impact on the respective country.
2.3 Trend towards international business of Indian dresses in UK
In accordance with the views of Jahdi and Acikdilli (2012) there is wide scope is available in
UK market in relation to the international business of Indian dresses. Moreover, data presented on
England and Wales clearly shows that approximately 45% people are British Indian who lives in
UK. In this, by importing Indian dresses UK clothing business organization can fulfil the
expectations of the Indian customers. Along with this, UK can also export Indian dresses to other
developing countries. In this regard, by offering opportunity to the both Indian and UK people
regarding design and export it to other developing nations. This in turn helps UK to make
contribution in the economic development to the large extent. However, Kraus, Harms and Fink
(2010) criticized that after migration British Indian people also adopt western culture. They also
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started to wear western outfits rather than traditional with the aim to comply with the cultural
aspects of the respective country. In this, there is a threat for the UK companies who want to enter
in international business of Indian dresses. In the context of international business, Labbi and
Berrospi (2015) presented that there are several British people who carry Indian ethnic wear. Along
with this, when British people go to visit Indian places then they also purchase Indian dresses. In
this regard, by importing the Indian dresses UK clothing companies can enhance its profitability
level by satisfying the need of both Migrant and other British people.
2.4 Impact of designer dresses on customer attraction and decision making
As per the view points of Lee and Carter (2011) designer dresses are the main points of
attraction which grab the attention level of individual. In the present era, perception level of the
customers is highly influenced by the apparels which are displayed by the clothing firm in the store.
Now, customer traffic is highly influenced by the display aspect of the store. The reason behind this,
each and every people have desire to look different from others. Along with this, dressing is one of
the main aspects which have high level of impact on the looking aspect of individuals. For instance:
For parties, ladies make focus on purchasing the apparel which is highly exclusive. Thus,
exclusivity acts as stimuli and encourages ladies to purchase designer apparels. However, on the
critical note, Ahmed and d'Astous (2008) claimed that Indian ladies do not prefer to carry dresses
which are in against to their cultural aspects. Moreover, dressing sense of Indian people is highly
different from western culture. There are several aspects which are considered by the Indian people
while making purchase of dresses namely designs, looking etc. Hence, sometimes Indian people are
not attracted towards the dress which is not in accordance with their culture and traditional aspects.
Berthon and et.al., 2012) presented that clothing is one of the main industries which is
highly affected from the changing needs, wants and preferences of the customers. Now, customers’
demands in relation to apparels are getting changed with the very high pace. In the present time,
ladies prefer to purchase the apparel which is designed in a unique way. Moreover, ladies are highly
attention seeker; they want to reflect their high status in the society. By considering such aspect,
ladies make focus on purchasing the designer clothes rather than common outfits. Along with this,
when ladies carry designer dresses then such apparels also grab the attention level of others. In this
way, to satisfy such aspect ladies prefer to purchase highly unique dresses to the great extent.
However, Cavusgil and et.al., (2014) evaluated on a critical way by taking into account the
consumer buying model that different people have varied preferences and taste in relation to their
dressing style. Moreover, ladies prefer to wear different dresses at various occasions. In India,
different types of dresses take place for enjoying the occasions like festival, parties etc. For
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instance: For the marriage purpose, ladies wear lehanga chunri. On the other hand, for enjoying
navratri Indian ladies are looking for designer traditional dresses. Moreover, in accordance with the
consumer buying model clothing store can understand the customer perception and attitude by
taking into consideration the five stages. On the basis of this model, customers make purchasing
decision by identifying their need. Thereafter, customers make effort to get information regarding
the way through which they can fulfil their need. For instance: If lady want to purchase apparel for
the weeding purpose then she places emphasis on getting information about the store which will
offer best collection to her. Thereafter, individual also makes evaluation of the other stores which
offer best wedding collection. Hence, by considering all such aspects customers make decision in
relation to the purchasing of dress which makes their wedding aspect more memorable. Besides
this, in the last stage, individual makes evaluation of the level to which their needs are satisfied.
Hence, by following all the above aspects Indian ladies wear store can attract large number of
customers.
Chaiprasit and Swierczek (2011) claimed that now there is a trend towards purchasing
attractively designed Indian outfits from boutique. Moreover, customers think that boutique
provides ladies with the exclusive designer apparel on the basis of their needs, wants and
preferences. Usually, apparels which are offered by the malls are highly similarly designed. On the
other hand, boutique is the place which provides chance to wear designer clothes. This in turn helps
them in building image in the parties, festivals and other occasions (Caniato and et.al., 2015). Thus,
it is also one of the main aspects due to which customers are attracted to purchase designer dresses.
2.5 Internal and external factors that have impact on customer buying decisions in the context of
Indian apparels
Jahdi and Acikdilli (2012) stated that UK marketer can understand consumer buying
behaviour towards Indian dresses by taking into consideration the Kottler model. This model
involves six stages which provide high level of assistance in assessing and understanding the
consumer behaviour towards purchasing of apparel. In accordance with this model, consumer
buying behaviour starts with the identification of need and ends at post purchase behaviour.
Moreover, customer takes decision in relation to purchasing the apparel when it identifies the need
of it. Thereafter, customers make effort in relation to identifying the brands which offer quality and
designer Indian dresses to the customers. In this regard, one can gather information from internet
and by taking suggestions from the family members. On the basis of such aspect individual prepares
list of brands and make evaluation of it on the basis of price, quality, fabric and designs. Once
evaluation of the brand has been done thereafter customer makes decision in relation to the
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purchasing the apparel. In the last step of customer buying, individual makes assessment of the
purchase decision which is taken by him. At this, customer identifies the level to which purchasing
decision has satisfied its need in terms of quality and designer apparel, social status etc.
According to the view points of Chan and Ng (2013) lifestyle is one of the main internal
factors which have high level of influence on the decision making aspect of customers. Moreover,
people are highly differs in terms of their taste and preferences. Some people prefer to carry or wear
traditional dresses namely Indian. On the other side, some people like to wear western and different
types of designer dresses. In this way, lifestyle of the people affects their decision making to the
large extent. However, on the critical note, Chandra, Styles and Wilkinson (2012) said that lifestyle
of the people highly varies according to their age. Moreover, taste and preferences of the customers
are highly affected from their age. In the young age, people want to carry fit and designer outlets
with the aim to build distinct image in their family and friendship group. In contrast to this, old age
people prefer to wear out the dresses which provide more comfort to them. Hence, it can be said
that age is the major factor which places high level of emphasis on the decision making aspect of
the customers.
Chong, Shafaghi and Tan (2011) found in their study that income is the factor which closely
influences the purchasing decision of the customers. Moreover, people spend more on luxurious
aspects only when they have high disposable income. The reason behind this is that it is possible for
everyone to afford highly expensive apparels. For instance: Girls or ladies who have high
disposable income make shopping of the dresses for every event or occasion such as parties,
festivals etc. Along with this, social status is external factor which is also considered by the
customers at the time of purchasing. Moreover, there are several people who make comparison of
the price with the quality and status aspects. Thus, with the aim to develop exclusive image in the
society individuals are influenced to the high priced and designer apparels. In this way, income
factor influences the purchasing aspect of the customers. However, Doole and Lowe (2012) argued
that friendship and peer groups have high level of effect on the customer’s decision. Now a days,
girls and ladies consider the suggestions of their friendship group while making shopping of
apparels. Thus, taste and preferences of the customers are also highly affected from the thinking and
mindset of peers, friends and social group etc.
Cavusgil and et.al., (2014) asserted that cultural aspects such as values, beliefs and arts also
influences customer buying decisions. Moreover, thinking and mindset of the customers are highly
influenced from the culture and society from which they belong. For instance: In the present era,
Facebook became a cultural trend within the people of society. Now, social networking sites are
highly used by the young people as compared to other age group. Along with this, Indian people
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prefer to follow dressing style which is undertaken by its society. However, it is to be critically
evaluated by Chaiprasit and Swierczek (2011) that advertisement which is placed by the clothing
business organizations on social sites and newspaper affects decision making of the individuals to
the significant level.
In the present era, people spend their huge amount of time on social sites and share their
experiences with their friends or followers. Along with this, advertisements which are placed by the
Indian clothing firm regarding ladies wear in the newspaper highly attracts customers toward it. In
addition this, Chan and Ng (2013) claimed that past experience of the customers in relation to the
designs, price, quality etc. also have impact on customer decision making. Thus, personality traits,
social, cultural, personal etc. are the main factors due to which customers buying decision is
influenced to the great extent.
2.6 Stating the level of competition which exist in UK market in relation to different designer
Indian dresses
Chandra, Styles and Wilkinson (2012) stated that there are several outlets are situated in UK
which offers Indian designer dresses to the customers. Through research, authors assessed that Belle
Fabrics, Guthrie & Ghani, Walthamstow market, Glasgow Mandors, stone and Edinburgh fabrics
etc. are the main outlets which offer high quality as well as designer Indian apparel to the
customers. Hence, by considering such aspect, it can be said that high level of competition takes
place in UK market in relation to the firms who provide designer Indian dresses. All these firms are
making their best efforts by offering the designer wears according to the taste and preferences of the
customers. Moreover, ladies are usually highly conscious in relation to their looks. In this, all these
firms designs and manufactures clothes in accordance with the expectation level of the customers.
2.7 The model of consumer buying behaviour
In the present scenario, people in the market purchase products and services daily and the
entire process of decision making is influenced by buying behaviour of customer. At the time of
carrying out their respective operations, it is required by companies needs to take care of factors
such as what a customer buys how much quantity and from where and when they buy. The buying
behaviour model depicts that there are wide range of factors which affects behaviour of people in
the market regarding buying of a product or service. For example marketing stimuli such as price,
quality, promotion and brand are the factors which affect decision making process. Other than this,
the model also highlights personal characteristics and environment responsible for changes in the
decision making process. As per the model of consumer buying behaviour technology, market
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stimuli, personal and environment factors results in decision making of people in the market and
ultimately helps a person to determine whether he/she should buy a product or not. The personal
factors include age, sex, income level, occupation, standard of living which has influence on
decision making process. On the other hand, technology such as online promotion of products
through social media channels such as Facebook and Twitter also affects the decision making
process of customers to a great extent.
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CHAPTER – 3 RESEARCH METHODOLOGY
3.1 Introduction
It is important for every researcher to use an appropriate methodology so as to carry out the
entire investigation in effective manner. It is an imperative part of the whole study, in which,
investigator use different kind of tools and methods to investigate the particular issue. This part of
the thesis supports researcher to obtain new facts about the research topic, so that, appropriate
decisions can be taken to resolve the issue (Caillaud, Rose and Goepp, 2016). Research
methodology provides a suitable direction to the investigator to carry out the entire investigation
more appropriately and effectively. It comprises number of tools and methods which researcher use
to conduct the study such as paradigm, approach, type of investigation either qualitative or
quantitative, data assembling, analysis and the limitation of the study as well. In short, research
methodology presents the way in which problem will be examined and solved in a systematic way.
3.2 Research philosophy
Philosophy of the research is an important part of the dissertation because it demonstrates the
way in which appropriate and sufficient quantity of data can be gathered to investigate the selected
issue. It enables researcher to gain an in-depth knowledge of the chosen topic. There are three
paradigms available to every researcher that is positivism, interpretive and realism philosophy as
well. In the first, investigators observe the quantifiable measurements and evaluate the same by
applying necessary statistical tools and techniques. However, interpretive philosophy is used to
examine and analyse the qualitative observations. On the contrary to this, another research
paradigm that is realism is based upon the interdependency of human belief and values (Archer and
et.al., 2015). It identifies the differences between the interpretation and behaviour of different
people in the real market.
The aim of this investigation is to assess and examine the export-import business of Indian
ladies wearing in UK market. Therefore, interpretive philosophy is considered suitable, especially
because it is a qualitative investigation, henceforth, no hypothesis has been formulated to study the
chosen topic. Moreover, by applying this paradigm, researcher became able to interpret each and
every element of the foreign trade practices in UK. This particular philosophy is based on relativist
ontology and transactional epistemology and more popular in secondary investigation.
3.3 Research approach
The selection of appropriate approach is vital to conduct the study in an accurate manner.
Investigator can use either inductive or deductive approach based upon the nature and type of the
16

research. The objective of the first approach is to develop new idea, theory and concept or explore
new phenomena by the analysis of gathered information. Henceforth, it is used in qualitative
researches and move from general to specific (Kendler and Engstrom, 2016). In this, scholar design
research questions regarding the topic and narrow down the scope of the investigation. However,
the second is an aimed and testing approach, in which, investigator test the data through formulating
hypothesis. In other words, it moves from more specific to more general and greatly used in
quantitative studies.
As already said, that in current study, scholar wants to examine the UK market trends and
challenges of global trading of Indian women dresses. Henceforth, it is a qualitative study therefore,
inductive approach has been applied. It assist researcher to study and analyse the export-import
practices and both the internal as well as external factors which influenced the global market
demand for Indian wearing. Apart from this, through applying this approach, investigator became
able to determine and examining the prevailing key challenges in the market, so that, better
strategies can be framed to meet the challenges and achievement of targets.
3.4 Research design
It refers to the overall strategy that researcher needs to carry out to integrate different
components of the research logically and coherently. It is important for the investigator to use an
appropriate strategy so that issue can be addressed to reach the solution in an effectual way. The
basic function of the design is to make sure that obtained evidences and facts helps researcher to
logically analyze and examine the specific problem (Silverman, 2016). It may be of different types
that are descriptive, correlation, experimental, review and semi-experimental as well. Out of these,
first is used to collect sufficient quantity of data concerning to the current situation in order to meet
out the set aims and objectives. However, on the other hand, experimental research design is used to
determine the causal relationship between variables. It helps to assess the relationship whether
direct or indirect between one dependent and other independent variable. Contrary to this, in case,
where a very few researches had conducted earlier, due to which, appropriate data is not available to
the investigator then, exploratory research design is often used (Blumberg, Cooper and Schindler,
2014). It is also refers to an initial investigation which focuses to gain insight towards the particular
problem or issue. Despite this, analytical design highly concentrates on the effective analysis at
each and every point from the thesis articulation to the creation of arguments in order to address
issues.
In the present study, scholar has applied descriptive design to address each and every
component which is the part of import-export transaction in UK. Through this, scholar became able
17

to assess both the controllable and uncontrollable factors affecting global trading practices such as
price, people income level, technology, awareness and many others. Along with this, it also
provides assistance to the scholar to assess the market difficulties and challenges due to cut-throat
competition, fluctuations in consumer demand, their lifestyle etc.
3.5 Research type
Before commencing an investigation, it is essential for the scholar to identify the type of
research which needs to be conducted to solve the particular issue. It may be of either quantitative
or qualitative nature depends upon the chosen topic. It is necessary because without deciding the
type of study, researcher cannot gather sufficient quantity of data from accurate source. Moreover,
the selection of data analysis technique is also depends upon the type of research (Taylor, Bogdan
and DeVault, 2015). Quantitative researches make use of numerical data to study the selected issue
and find out an appropriate solution. It is generally used to examine the relationship among
variables and determine the cause and effect relationship as well. It comprises numerical, statistical
and mathematical analysis of data generated through questionnaires, polls, surveys etc. For instance,
descriptive, correlation, experimental and quasi-experimental is the types of quantitative
investigation. However, qualitative investigation is just like as an exploratory research, in which,
scholar examine the reasons of the problem and try to find out the best solution of the same.
The current study is about to analyse the export-import business of Indian ladies garments in
UK, henceforth, both qualitative and quantitative research has been applied. It is qualitative because
in this, researcher observed the prevailing market conditions, changing exporters’ behaviour and
fluctuation in demand due to the impact of internal and external factors such as income, spending
pattern, lifestyle etc. Moreover, the key challenges have been assessed such as level of competition
and technological advancement etc to make business successful. However the reason for applying
quantitative research is questionnaire has been examined through tabulation. Henceforth, it can be
said that present study is of mixed type, comprising both qualitative and quantitative study.
3.6 Data collection
The aim of the research can only be achieved by acquiring appropriate quantity of data from
prominent sources. Scholars can use either primary or secondary and also the combination of both
the sources to study the particular issue or problem. As its name, primary sources refer to those
information which have been collected for the first time. It is beneficial to tailor and address the
specific requirement of the investigation as data are totally fresh and new in nature (Kumar and
Phrommathed, 2005). It also helps to generate updated and timely information according to the
research requirement. Observation, interview, questionnaire, market surveys etc. are some of the
18

examples to acquire new information about the selected topic. It is especially important in the case,
when none of the study has been conducted previously regarding the chosen issue. In such situation,
primary investigation is considered suitable because of absence of appropriate quantity of secondary
information.
On the contrary to this, information that is already collected previously by the investigator is
called secondary source. Such kind of data can be generated by reviewing books, newspaper,
historical scholarly articles and other published as well as unpublished sources such as trade
journal, economic reports, international trade reports and e-sources (Noor, 2008). Its benefit is data
are already available to the investigator henceforth; it eliminates the requirement of excessive time
and monetary need. However, it does not give an assurance to the quality and authenticity of
assembled data.
In order to conduct the present study, information has been gathered from the primary
sources. In this, researcher collected data about import and export of Indian ladies dresses in UK
market through conducting primary survey. In this market survey has been conducted via both the
field survey and online questionnaire to gather required information and analyse it in order to
address the research issue. With the help of this, responses have been collected from the UK
organizations who import and export goods to and from different nations. It helps researcher to
acquire prominent information about the global trading merchandise practices in UK. Moreover,
factors which influence the decisions of buyers can be easily determined such as product prices,
quality, design and many others. Through assembling the large quantity of data, investigator became
able to make appropriate plans and strategies to meet the challenges and reach goals.
3.7 Universe and sample
There are number of firms operating in the UK who are engaging in importing and exporting
transactions at international level. Thus, it is not convenient way for the scholar to gather data from
all the parties which is called universe. Therefore, sampling technique is a better way to acquire
data from the small number of firms who represents the whole population. Researcher used
purposive sampling in which first, he decided the participators of the questionnaire on the basis of
his own judgement (Gast and Ledford, 2009). In order to conduct the present study; research has
selected a sample of 30 UK-established businesses to know about their import and export practices
and important challenges. The main reason behind selecting 30 respondents is it will be convenient
for the investigator to gather appropriate and authentic data within decided time from all the
respondents, however, if they choose large quantity of sample than it will be very complicated for
the researcher to gather sufficient quantum of information. Moreover, it will take lots of time in data
19

gathering process, therefore, 30 respondents is considered good to conduct the study.
Selection Criteria of sample
The sample has been selected with the help of purposive sampling method and the rationale
behind choosing 30 samples is that it has provided adequate and required information about topic
under investigation. Due to limited amount of time and resources for conducting the present
research, the scholar has restricted the sample size to 30 respondents. Furthermore, there is no
specific industry as the sample has been selected randomly without focusing upon a particular
industry.
Further, it also enable investigator to examine the current market trends and challenges like
the level of competition, technological advancement, changes in people demand with the changes in
their economic status, like, dislikes, purchasing power etc.
3.8 Research instrument
This particular investigation focuses on gathering information about UK import and export
of Indian ladies wearing through constructing questionnaire. It is considered as a better way because
due to high confidentiality, entrepreneurs can give their responses without any biasness.
Questionnaire has been drafted by comprising multiple-choice questions, ranking questions,
dichotomous and many others (Taylor, Bogdan and DeVault, 2015). It facilitates investigator to
generate wide range of information as per the requirement and helps to tailor the specific issue. The
main reason for selecting questionnaire is it helps to generate authentic responses as it is collected
directly from the related parties. Further, confidentiality of the data assist researcher to ensure data
authenticity and enhance the quality of investigation. Sample is selected through purposive
sampling that is a type of non-probabilistic sampling. This technique is used because researcher has
selected 30 UK-established commercial establishments who are engaging in export-import practices
in Indian Apparel products.
3.9 Data analysis
All the information which is acquired by the investigator needs to be analysed through
applying suitable tools and techniques. It is because; examination of the data is the base of reaching
to an appropriate conclusion of the study. There are numerous methods available to every researcher
to analyse the assembled data from wide range of sources (Bergman, 2008). It encompasses
thematic analysis and mathematical as well as statistical tools and techniques to test the hypothesis.
For instance, statistical package for social science, SPSS and other software like Microsoft Excel
can be used in the quantitative investigation to study the numerical data. However, on the other side,
qualitative researches focuses on analysing the secondary sources and qualitative set of data,
20

therefore, thematic way is considered as suitable way to study the information.
As already said, that current investigation is of qualitative type; therefore, thematic approach
has been applied by the researcher to interpret and examine the global trading practices of Indian
dresses in UK. Moreover, this analytical method also enables scholar to study the global factors
which impact the international trading. Furthermore, market risk due to intense competition, price
volatility, changes in customer expectation etc. have been examined to make better strategies and
decisions to combat challenges and achieve success.
3.10 Ethical consideration
In order to assure the ethicality of the research, investigator gathered required data from
reliable and authentic sites. In order to support the arguments, evidences also have been provided
through proper references and citations. Apart from this, data have not been manipulated so as to
maintain its originality of gathered facts and figures (Caillaud, Rose and Goepp, 2016).
Furthermore, in every investigation regardless the type, it is very important for the investigator to
maintain privacy and confidentiality by restricting and preventing it from the unauthorized use.
Furthermore, prior permission has been taken from all the participants so that authentic and reliable
information can be generated about the UK import and export of Indian ladies wearing.
3.11 Limitation
Time-constrain: One of the main limitations associated with the particular study is lack of
proper time. As already said that it is a primary research, therefore, researcher needs proper time to
gather organizational responses about import and export practices (Silverman, 2016). Thus, lack of
time is a major issue due to which investigator cannot collect enough amounts of data for the study.
Lack of financial resources: In order to carry out the study effectively, it is important for the
researcher to have enough money; otherwise, he/she will not be able to collect the required amount
of data (Noor, 2008). Moreover, primary investigation needs more money in the data collection
process, therefore, less availability of funds is also an issue related to this particular research.
Inaccurate responses: Many times, it might be possible that participants are not desire to
provide accurate responses which directly affects the quality of research adversely. Higher the
chance of misstatement leads to decrease the research quality or vice-versa.
Lack of content specific information: In the secondary sources, the main drawback is
researcher is not completely able to generate content specific information regarding the chosen
topic. It directly affects the outcome of the findings of the study.
Outdated information: Another important limitation in secondary investigation is in case of
outdated data availability, investigators are not able to conduct the study thoroughly and effectively.
21

However, the result of the research is greatly based upon the quality of data gathered for the
analysis.
3.12 Time frame
Attached in Appendix
22

CHAPTER – 4 DATA ANALYSIS
4.1 Introduction
Data analysis is the process which is undertaken by the scholar to describe, illustrate and
evaluate the information gathered. For this purpose, researcher makes use of specific technique
according to the type of investigation for deriving the better solution from the data gathered. While
conducting an investigation, it is necessary for the researcher to acquire sufficient amount of
information and analyse it effectively to reach the conclusion. In the current research, data has been
collected in the form of primary research through a questionnaire in order to gather information
about the UK export and import of Indian ladies dresses. However, it has been analyzed through
thematic approach, in which, number of themes have been designed on the basis of founded results,
Effective and in-depth evaluation and analysis of the assembled information enable scholar to study
the particular issue and conclude the entire study. Besides this, in this section graphs and charts has
also been added by the researcher for developing better understanding regarding output derived.
4.2 Data findings and analysis
Theme: 1. Majority of the UK traders are operating in the market from 6 to 10 year
Particulars Views of respondents % of respondents
Less than 5 year 8 26.6666667
6 to 10 year 15 50
11 to 15 year 5 16.6666667
More than 15 year 2 6.66666667
Total 30 100
23

Findings and analysis: As per the presented graph, it can be seen that out of 30 (100%)
respondents, majority of the traders to 15 (26.67%) are operating in UK clothing sector within the
duration of 6 to 10 year. However, only 2 respondents replied that they completed more than 15
year in the market in delivering clothing products to the customers. On the contrary to this, 8
businesses are rendering fashionable and designer dresses to the consumers from 5 year whilst 5
respondents have completed 11 to 15 years in the market in dealing with fashion industry.
According to the results, it can be interpreted that majority of the UK established traders are
merchandising clothing goods to large number of customers from the time period of 10 year. The
main aim of all the clothing merchandisers is to grab larger market share by delivering best quality
goods in different sizes and designs at acceptable prices (Entwistle, 2015). So that, they can expand
their businesses at international level and achieve their targeted aims and objectives.
Theme 2: All the respondents are trading at international level
particulars Number of respondents % of respondents
Yes 30 100
No 0 0
Total 30 100
24

Findings and analysis: Above presented table demonstrates that 100% respondents have
replied that they are trading their goods internationally. All the traders said that they are involved in
importing and exporting activities at global level. It is mainly, because at the present market, not
only the domestic British Citizen but also the ladies from other nations desire to wear designer,
fashionable and innovative quality of cloths to meet their lifestyle requirement. Along with this,
they replied that the main reason behind importing goods from other countries is the excessive
customer demand that only can be met out by obtaining required quantity of goods and services
from supplier nation (Chandra, Styles and Wilkinson, 2012). However, on the contrary to this, the
main objective of shipping goods to other countries of the world is to increase their customer base,
strategic capability and competitive strength by maximizing their revenue stream and profitability.
This in turn, they can easily increase their market share and reach goals easily. Along with this,
optimum use of resources, economies of business scale, easier availability of skilled labourers are
the benefits of international trading practices, through which, they can easily accomplish their
mission and visions (Henninger and et.al., 2015).
Theme: 3 Majority of the sole proprietor import large volume of ladies wearing from India
25

Findings and analysis: According to the presented table, it can be seen that all the
respondents to 100% replied that their import volume of ladies dresses consists large proportion
from India. It is especially, because both the British ladies as well as other countries customers like
to wear Indian dresses. Most probably, they like traditional wearing i.e. designer suits, lehangas and
many others. Traders replied that women can be attracted by offering Indian apparel which they
desire to wear on special occasions like festivals, parties and many others. Due to this reason,
majority of the sole proprietor bought goods from different state of India such as Gujarat, Andhra
Pradesh, Tamil Nadu, Lucknow, Varanasi, Kalamkari, Bangalore and many others. Global
merchandisers purchase both the raw material as well as already designed goods made of cotton,
Jute, Silk, Wool and other artificial and man-made fibres. It is because; nations to whom UK traders
are exporting their goods are demanding clothing products of best fabric and variety of designs.
Moreover, very large number of their customer base are preferring Indian apparel, therefore, it
becomes essential for the global traders to bought it from India and thereby meet their consumer
expectations.
Theme 8: Large number of international traders strongly agreed that Indian ladies designer
dresses helps in attracting more customers
Particulars Views of respondents % of respondents
Agree 10 33.33%
Strongly agree 12 40%
Neutral 5 16.67%
Disagree 2 6.67%
26

Strongly disagree 1 3.33%
Total 30 100
Findings and analysis: The above mentioned table clearly presents that out of 30, 10
respondents said that Indian designer’s apparels helps them in garbing the attention of more
customers. This aspect can be supported from the literature review section in which Lee and Carter
(2011) said that now customers especially ladies prefer to purchase apparels from the store which
offers dresses that are uniquely designed. In this way, such aspect helps traders in attracting more
customers toward Indian ladies dresses. Moreover, now ladies prefer to carry Indian dresses on
special occasions with the aim to build distinct image in the society. By considering such aspect
40% respondents also strongly agree with this aspect.
On the contrary to it, 6.67% traders disagree and 3.335 strongly disagree with the statement
asked by them. Moreover, living and dressing style of the Indian people highly vary from British
people. Hence, traders claimed that there are some designer ladies dresses which are in against to
the cultural aspects of the Indian people. Hence, uniqueness is not only the factor which attract
customers to purchase apparel made of Indian material.
Theme 5: Traditional designs is one of the main factors which influences the decision making
aspect of the customers
Particulars Views of respondents % of respondents
Price 8 26.6666667
Quality 10 33.3333333
Designs 12 40
Total 30 100
27

27%
33%
40%
Price
Quality
Designs
Findings and analysis: This particular theme has been developed to determine that external
factor which influences the shopper’s decisions to a great extent. According to the result, it had
founded that majority of the respondents to 12 (40%) are affected by the traditional designs of
Indian dresses. Ladies and girls highly attract with the Indian traditional wearing of different states
like Gujarat, Maharashtra etc. Along with this, the type of dresses that Indian women wear like
trendy and designer lehangas, sarees made of different material like jute, silk, cotton and many
others are like by the ladies customer of other nations. Thus, by offering Indian dresses of different
traditions, they can attract large number of customers and serve them beyond expectations to
accomplish targets. However, 10 replied that quality is the most important factor because people are
demanding best quality fabric and designed dresses to look different from others. Moreover,
customers who have a great lifestyle are always preferred to import top quality products without
paying attention to the prices (Entwistle, 2015). According to consumer buying behaviour theory,
there are numerous factors which impact consumer buying decisions. Referring the UK export-
import trading, people prefer to wear traditional Indian dresses in different designs. Moreover,
theory also demonstrates that quality gains top preference in their purchasing decisions as people
prefer to wear best quality clothing products to meet their requirement. Further, environmental
theory demonstrates that now-a-days, consumers are very aware about eco-friendly goods made of
natural material such as jute, cotton etc. Thus, from the analysis, it can be said that individuals give
the most preference to quality factor when buy clothing products. On the contrary, only 8 traders
responded that price is the factor which impact consumer decisions because at the high price, their
demand will be decline or vice-versa. It is especially, in the middle-class people whose lifestyle is
an average level and wear to buy Indian designer dresses but only at acceptable prices.
28

Theme 6: Income and cultural aspects are the main internal factors which affect customer
decision making
Particulars Views of respondents % of respondents
Income 12 40%
Lifestyle 4 20%
Cultural aspect 12 40%
Total 30 100
12
4
12 Income
Lifestyle
Cultural aspect
Findings and analysis: Presented graph reflects that out of 30 respondents, 80% traders
give equal importance to both the income and cultural aspect. They replied that the demand of their
global customers is highly affected by their economic status and cultural aspect as well. In such
respect, income is the main factor which influences customer buying decisions. Cultural theory of
buying behaviour states that people culture is regarded as set of belief and values which they learnt
through their respective community and also influence consumer decisions (Entwistle, 2015)..
Moreover, at the same time, income also impacts their buying decisions because at high availability
of disposable income, girls and ladies usually prefer to buy more goods; however, with the decrease
in income, they spend less money on their shopping behaviour. Thus, it can be said that rich people
usually spend more on clothing products while less income generating people spend less money on
their wearing. Equally to this, 12 traders replied that cultural aspect is also a very important element
that influences their purchase decisions. International merchandisers responded that ladies prefer to
buy Indian dresses which are close to their culture and religious customs (Lee and Carter, 2011)..
However, on the other side, only 4% consumers replied that lifestyle is the main factor on which
29

total export is dependent. In this, customers prefer to import best quality of ladies Indian outlet
made of natural or man-made material to improve their lifestyle. It is because, with the changing
time, women of almost all the nations prefer to wear different designers, fashionable and attractive
dresses. This theme interpreted that cultural aspect and income have a great impact on decision-
making process of customers. The same results have been identified from the literature review
which highlights the consumer buying behaviour model. The model clearly explains that personal
factors such as income level, age, sex etc contributes a lot in the overall decision making process of
people in the market.
Theme 7: Social media as well as friends and friendship groups are the major factors which
place direct impact on customers decision regarding Indian ladies wear
Particulars Views of respondents % of respondents
Friends and friendship group 5 16.67%
Social media 7 23.33%
Both 18 60%
Total 30 100
17%
23%
60%
Internal factors
Friends and friendship
group
Social media
Both
Finding and analysis: From the output of survey it has been assessed that social media as
well as friends and family members are the one who closely influence the decision making aspect of
customers. 23.33% traders highly support this aspect as they had got better experience in selling
Indian ladies wear by placing advertisement on social sites. Supporting this, consumer decision
making theory reveal that people purchasing decisions of apparel goods is highly affected by friends
and their relative groups as well as social media. The theory reflects that ladies share their
30

experience with each other about their clothing goods and suggest also that which one is the best. It
directly influences other individual to buy that particular product and fulfil their expectations (Jahdi
and Acikdilli, 2012). Further, 16.67% traders presented their views that friendship group is the
main element which affects the demand for Indian ladies wears. Along with this, 60% respondents’
states that both social sites and friendship groups are responsible for the growth which takes place
in the sales of Indian ladies wear. This aspect can also be supported from literature review in which
author presented that now purchasing decision of the customers are highly affected by the
advertisement which is placed by the firm on social sites. Further, in the present time, ladies also
make shopping decision after knowing the experience of their friends and other family members.
The same results has been indentified from secondary in which the consumer behaviour model
explains that factors such as promotion and technology has huge impact on the decision of person
regarding selection of particular product or service.
Theme: 8 Majority of the respondent believed that they are facing extreme level of competition in
UK import-export
particulars Number of respondents % of respondents
Yes 26 86.66666667
No 4 13.33333333
Total 30 100
87%
13%
Competition level
Yes
No
Findings and analysis: Above graph reflects that out of 30 international dealers, 26
respondents’ means 87% respondents said that they are facing tough competition in the market.
They replied that majority of the traders who are operating in the market are regularly focusing their
efforts in order to generate more customer traffic and enhance their customer base. All the traders
are not only purchasing designer’s outlets but also manufacturing qualitative products made from
Indian material in different deigns as per the demand of customers (Lee and Carter, 2011). In the
31

investigation, majority of the respondents replied that Belle Fabrics, Guthrie and Ghani,
Walthamstow market, Glasgow Mandors, stone and Edinburgh fabrics are the main outlets which
gains high demand among domestic and foreign countries. Research founded that only 4 means
13% global traders replied that the level of competition is not very high may be because they export
goods to very few nations.
As per porter’s 5 forces, in the UK apparel industry, threat of new entry exists because of the
benefits of economies of scale. It indicates that organizations can buy material in bulk at better
discount and manage their average cost accordingly. Further, companies try to differentiate their
products from each other so as to attract more and more customers, but still, it must be noticed that
in order to start a new venture, they require heavy capital requirement which limits the entry
barriers. Supplier power is high because they supply goods to all the manufacturers at their
demanded prices especially in the case of unique products. However, on the other hand, bargaining
power of the customers is not very high because they desire to purchase apparel goods made of
natural material of India like silk, cotton, jute etc, but still, when they purchase large quantity in
bulk than they have huge power to reduce price (Entwistle, 2015). Contrary to this, availability of
substitute products is comparatively lower because less number of establishments is distributing
clothing products bought from India. Despite this, rivalry among the competitors is very tough and
high in UK apparel industry. All the commercial establishments are competing with each other so as
to generate more customer traffic, larger turnover and market share as well. It includes cloth
manufacturer, distributors, importers and retailers as well. Due to tough competition, it becomes
very difficult for the new entrepreneur to start their operations and survive in the market.
Theme 9: Large number of opportunities will develop in the near future regarding the import and
export Indian women apparel
Particulars Views of respondents % of respondents
Yes 27 90%
No 3 10%
Total 30 100
32

90%
10%
Growth and development
opportunity
Yes No
Finding and analysis: Graph demonstrated that majority of the UK exporters agreed that in
future; there will be a number of global opportunities available to them regarding the international
trading practices. As in the survey, investigator founded that out of 30, 27(90%) respondents replied
that internationalization of their merchandise practices enable them to enlarge their customer base,
market share and goodwill as well (Apparel industry upbeat on trade pact with EU, 2013). Through
this, they can easily expand their services across the globe and reach goals. Whereas, only 3 traders
are disagreed with this particular statement because they replied that due to cut-throat competition,
it will not be very easy for them to expand and diversify their business in different parts of the
world.
Theme 10: International traders are highly satisfied with the norms or regulation formed by UK
government
Particulars Views of respondents % of respondents
Satisfied 8 26.67
Highly satisfied 16 53.33
Dissatisfied 5 16.67
Highly dissatisfied 1 3.33
Total 30 100
33

Satisfied Highly
satisfied Dissatisfied Highly
dissatisfied
0
2
4
6
8
10
12
14
16
18
8
16
5
1
Satisfaction level
Views of respondents
Findings and analysis: From the particular theme, it has been assessed that out of 30, very
high proportion of respondents to 16 (53.33%) are strongly satisfied with the UK government
policy about import and export. It is because, they thought that trade barriers are important to
prevent domestic country from the situation of deficit trade of balance and thereby ensure surplus.
The main aim of this is to reduce excessive import from India which leads to supply of own
currency to Indian market (Appareal industry upbeat on trade pact with EU, 2013). However, on
the other side, government is promoting export, so that, more and more goods can be supplied to
other nation for the foreign exchange earnings. Thus, in short, UK government making necessary
rules to maximize shipment of apparel product to other countries and reduce excessive import in
order to maintain favourable balance of trade (Import duty and taxes for Indian lehangas and
sarees, 2016). On the contrary, only 5 are satisfied whereas 5 and 1 exporters replied dissatisfaction
and high dissatisfaction may be because of trade barriers due to import tariffs, tax duties and quota
restrictions.
34

CHAPTER - 5 CONCLUSIONS AND RECOMMENDATION
5.1 Conclusion
Above dissertation concluded that UK clothing dealers import large proportion of ladies
apparel products from different states of India and export it to the other nations. The literature
review section studied that in the current times; ladies are demanding traditional wearing of India
such as sarees, lehangas, designer suits and other traditional outlets. It is mainly because with the
change in time, their perception about their lifestyle has been changed. Now-a-days, girls and ladies
desire to wear best quality of clothing products in different designs to look beautiful and more
attractive than others. Moreover, they are also affecting by the lifestyle of other persons like friends
and family groups. Maximization of export and minimizing imports not only provides benefit to the
international traders only but also helps in the economic growth and development. In the
investigation, it has been founded that global trading is of huge importance because it helps nations
to optimum utilization of resources and generates more employment opportunity for the domestic
people, which in turn, reduce unemployment rate. Furthermore, it also helps UK to generate foreign
exchange earnings through shipment of goods to other nation. However, on the other hand, global
exporters can receive benefits of larger turnover, economies of scale, optimum utilization of
business resources, greater customer base, improved financial performance and stronger market
share as well. This in turn, they can face competition easily from the other international operators.
After thoroughly conducting of the investigation, it has been founded from the UK exporters
that they sell multiple varieties of designer Indian dresses to the customers as per their expectations.
Research founded that by offering Indian dresses in wide range of designs; they can attract large
number of women to their business and make competitive ability stronger. Furthermore, through the
survey, it has been inferred that most of the ladies desire to wear especially traditional collection of
India to look attractive and different from other. Thus, design is the main internal factor which
affects their buying decisions to a great extent. Furthermore, consumer buying behaviour theory
states that culture is the main factor that impact the purchasing decisions of girls when decide to
purchase any cloth item. In addition to this, consumer decisions making theory also reveal that
economic status and culture are the main factors that influence ladies buying decisions as high
income generating people are able to spend more on their apparel products or vice-versa. At the
same time, ladies and girls wear to buy traditional Indian wearing like sarees and kurtis. However,
on the other hand, porter’s competitive forces theory demonstrates that all the entrepreneurs are
facing intense level of competition with each other in order to grab larger market force and ensure
long-run sustainability as well.
35

Along with this, people also influence from their friends and family groups, their lifestyle and
online services. It is because, in the present age of technology, most of the import-export
transactions take place through the use of web facility. On the other hand, externally, they are highly
affected by both the income and cultural aspect. Besides this, it has been founded in the study, that
in the market, all the entrepreneurs who are engaging in international practices are facing tough
competition from each other. Global dealers believe that by expanding business at internationals
level, they can grow and develop their business and reach it to great heights. Apart from this, traders
are strongly satisfied with the UK governmental trading policies, barriers and regulations to
promote their total exports and control their imports up to the maximum level of import quotas.
5.2 Recommendation
After analysing the report, following recommendations can be given to the international
traders to accomplish their target goals, mentioned here as under:
 In order to attract more and more ladies customer, all the UK exporters can be advised to
offer multi collection of traditional, trendy, designer and fashionable Indian brands across
the globe. They can offer outlets in different colours, sizes and designs with attractive look,
so that, more and more ladies can be attracted to expand their customer base,
 Along with this, traders can offer online services to the customers to expand their operations
in various countries of the world, which in turn, increase market share and return as well.
With the help of this, they can strengthen their competitive position to defeat their rivalries
and reach targets easily. Besides this, online services enable them to collect consumer
feedback to examine their problems and thereby take effective managerial decisions to
resolve it.
 It also can be suggested to the exporter that they must consider the cultural aspect while
importing goods and services from India. It is because, by offering goods with giving a
cultural touch to the customers, exporters will be able to serve them beyond expectations.
Along with this, all the merchandisers has to follow the governmental policies, rules and
regulation and practices while importing and exporting goods from and to other countries of
the world. So that, transparency can be maintained in the system and risk of excessive
import and deficit trade balance can be prevented through complying with the tariffs and set
import quotas as well.
36

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Questionnaire
39

(Kindly give your response, it will be highly appreciated)
Demographic information
Name of the organization _____________________
Website: ___________________________________
Date: _____________________________________
Q.1. From how long you are working in UK clothing and texting industry?
 Less than 5 year ( )
 6 to 10 year ( )
 11 to 15 year ( )
 More than 15 year ( )
Q.2. Are you trading internationally your goods and services?
 Yes ( )
 No ( )
Q.3. From which of the following country, you import large volume of ladies clothing products for
your business?
 India ( )
 Other nation ( )
Q.4 Do you agree that designer dresses helps in attracting more customers?
 Agree ( )
 Strongly agree ( )
 Neutral ( )
 Disagree ( )
 Strongly disagree ( )
Q.5 According to you which factor plays a vital role in influencing the decision making of
customers?
 Price ( )
 Quality ( )
 Traditional designs ( )
Q.6 From the following internal factors which element affects customer decision to the large extent?
 Income ( )
 Lifestyle ( )
 Cultural aspects ( )
Q.7 From the following external factors which one directly affects the purchasing decision of the
customers towards the Indian ladies wear?
40

 Friends and friendship group ( )
 Social media ( )
 Both ( )
Q.8 Is there high level of competition exist in the international market in relation to manufacturing
and selling of Indian designer dresses?
 Yes ( )
 No ( )
Q.9 Do you think that international trade of Indian ladies wear will create growth and development
opportunities for you?
 Yes ( )
 No ( )
Q.10 Are you satisfied with the norms or regulations framed by UK for international trade?
 Satisfied ( )
 Highly satisfied ( )
 Dissatisfied ( )
 Highly dissatisfied ( )
(Thank for giving your valuable time)
Time frame
Activity /(Duration in
weeks)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Reading literature
Finalizing aims and
objectives
Draft literature
concerning to the topic
Devising research
approach, strategy and
method
Drafting questionnaire
Collecting of primary
data
41

Analyze data findings
Completion of
remaining chapters
Submission to the tutor
Revise plan for
modification as per
tutor comments
Make required changes
Submitting the updated
project
42

43