A study on

FACTORS INFLUENCING THE CONSUMER BUYING BEHAVIOR

With Reference to
MAX FASHION
VIZIANAGARAM

A project report submitted in partial fulfilment of the requirements for the

award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
By

SILLA NAVEEN
Reg No: 21331E0069
Under The Guidance Of
Mrs. N. DIVYA JAYA LAXMI
MBA PHD
Assistant professor

DEPARTMENT OF MANAGEMENT STUDIES

MVGR COLLEGE OF ENGINERING (AUTONOMUS)
Approved by AICET AND Permanently Affiliated To JNTU(V)- VIZIANAGARAM
Accredited BY NBA OF AICTE AND NAAC-A U.G.C
Chintalavalasa Vizianagaram-535005

1
 DECLARATION

I hereby project report entitled” FACTORS INFLUENCING THE CONSUMER

BUYING BEHAVIOR ON MAX” is Bonafede work done by me in partial
fulfillment for the requirement of the degree of Masters of Business
Administration. I confirm this has not been published or submitted anywhere else
for the award of any degree in part or in full.

Place: Vizianagaram

Date

SILLA NAVEEN

REG.NO: 21331E0069

2
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to my guide, Mrs. N. DIVYA JAYA LAKSHMI
Asst. professor MAHARAJ VIJAYRAM GAJAPATHI RAJ COLLEGE OF
ENGINEERING (A) VIZIANAGARAM, whose knowledge and guidance has motivated me
to achieve goals I never thought possible. she consistently been a source of motivation,
encouragement, and inspiration. the time I have spent working under her supervision has truly
been a pleasure.

I’m thankful to my head of department Dr. G.V.S.S.N Raju, MAHARAJ VIJAY RAM
GAJAPATHI ENGINEERING COLLEGE(A) VIZIANAGARAM. for extending his
support and co-operation in providing all the provisions and management for providing
excellent facilities to carry out my project work.

SILLA NAVEEN
(21331E0069)

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4
CONCEPTUAL FRAME WORK page no
CHAPTER-1 6 to 16
INTRODUCTION AND DESIGN OF THE STUDY
• Introduction
• Needs for the study
• Objectives
• Limitations
• Methodology
CHAPTER-2 17 to 40
PROFILE OF LANDMARK MAX FASHION
• Industry Profile
CHAPTER-3 41 to 57
LITERATURE REVIEW& FRAME WORK
• Definition of meaning
• Concepts of consumer buying behavior
• Functions
• Review of literature
CHAPTER4: 58 to 80
• Data Analysis and Interpretation
CHAPTER 5: 81 to 89
• Summary, Findings, and Suggestions
Conclusion
BIBLIOGRAPHY

QUESTIONARY

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 CHAPTER-1
INTERODUCTION

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 Introduction of the study

Customer play key role for any sector without customer the companies are can’t
survive. Consumer buying behavior refers to the process that individuals go through
when they are purchasing, using, and disposing of products or services. It is influenced
by various factors, including personal, psychological, social, and cultural factors.

Understanding consumer buying behavior is crucial for the businesses as it helps them
develop effective marketing strategies to meet the needs and wants of their target

audience.

Consumer:

the term “consumer” refers to an individual or organization that uses or consumer goods and
services. In economics, a consumer is an agent who pays a price for a good or services with the
intention of using or consuming it.

Buying behavior:

Buying behavior refers to actions and decisions made by individuals or organizations

when purchasing goods or services. It encompasses everything from the initial
decisions to buy, to the research and evaluation of products, to the final purchase and
post – purchase behavior.

There is verity of the factors that can influence buying behavior. Some of common
factors

(1) Personal factors: Personal factors such as age, gender, income, education,

personality, and lifestyle can all have an impact on a person's buying behaviour.

(2) psychological factors: psychological factors such as motivation, preparation, attitude,

beliefs, and values can also influence a person’s buying behaviour.
(3) Social factor: Social factors such as family, friends, social class, culture, and reference
groups can all have an impact on a person's buying behaviour.
(4) situational factors: Situational factors such as time, location, and mood can also
influence a person's buying behaviour. For example, a person may be more likely to
buy a snack when they are hungry.

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(5) marketing mix: Situational factors such as time, location, and mood can also
influence a person's buying behaviour. For example, a person may be more likely to
buy a snack when they are hungry.

What is consumer buying behavior?

Consumer buying behavior is a complex process that is influenced by a variety of factors and
it was refers to the actions and decision-making processes that consumers go through when
purchasing goods and services. The needs consumer buying behavior categorized into several
factors these are need recognition, information search, evaluation of alternatives, purchase
decision, post- purchase evaluation.

By understanding the consumer behavior, business can create a better experience. By offering
products and services that meet customer needs and preference, business can increase customer
satisfaction and loyalty.

1. Effective marketing strategies:

knowledge of consumer Behavior helps

businesses develop targeted marketing strategies. By understanding consumer needs,

preferences and motivations, Companies can create advertisements and promotions that
reasons, with their target at audience, increasing like hood of successful companies.

2. Product development and innovation:

by understanding consumer preferences, business can identify gaps in the market and develop
new product or importance existing ones. This consumer- centric approach leads to products
that better meet customers demand and exceptions.

3. Marketing segmentation:

consumer buying behavior data allows business to segment the market effectively. By dividing
consumers into distinct groups based on their characteristics and behavior, companies can
customize their marketing efforts to address the specific needs of each segmentation.

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4. Pricing strategies:

consumer behavior insights help business determine the optimal pricing strategy.
Understanding how consumer perceives value and respond to different price points helps
companies set competitive prices and maximize profitability.

5. Competitive advantage:

Understanding consumer behavior can provide a competitive advantage business that truly
understand their consumer can differentiate themselves from compotators by offering unique
and personalized experiences, fostering strategies brand loyalty.

6. Customer- centric approach:

Emphasizing consumer behavior encourage a customer centric approach to business. Putting

the customer at the center of all decisions and strategies helps build stronger relationships and
culture of continuous improvement.

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 Needs of the study
Understanding consumer buying behaviour is crucial for businesses to effectively market their
products and tailor their strategies. Several factors influence consumer buying behaviour,
shaping their purchase decisions and preferences.

Cultural factors play a significant role, encompassing a person's values, beliefs, and customs
acquired from their society. These factors impact product choices, brand loyalty, and even the
perception of need. Social factors, such as family, friends, and reference groups, exert influence
through recommendations, opinions, and approval or disapproval of certain purchases.

Personal factors like age, occupation, lifestyle, and economic status contribute to consumer
behaviour variation. Different life stages and financial situations can lead to distinct buying
patterns. Psychological factors, including perception, motivation, learning, and attitudes,
influence how consumers perceive products and make choices. Marketers often tap into these
factors to create compelling advertisements and messages.

Furthermore, situational factors, such as the shopping environment and context, can affect
consumer decisions. A store's ambiance, layout, and even background music can impact
purchase choices. Technological advancements and e-commerce have added a new dimension
to consumer behaviour, altering how consumers search for, evaluate, and purchase products.

Understanding these multifaceted influences aids businesses in developing effective marketing

strategies. By analysing and responding to consumer behaviour, companies can adapt their
products, pricing, promotion, and distribution methods. Successful businesses recognize that a
comprehensive understanding of consumer buying behaviour is pivotal for maintaining a
competitive edge in today's dynamic market landscape.

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Objectives:
The following are the objective of my study.

(1) To study and analyze the apparel industry.

(2) To identify the factors which are influencing consumer buying behavior with
reference to Max at Vizianagaram.
(3) To offer valuable suggestions to the company maintain In-store experience.

Limitations of the study

Following are some of limitations of the study

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1. The study is only for the Max at confined to a particular location.
2. Respondents may give biased answered for required data. Some the responds did not like
respond.
3. Due to constraints of the time and sample responsiveness, the sample size limited.

Scope of the study on retail store:

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The study of consumer buying behaviour at a fashion retail store involves understanding the
various factors that influence how individuals make decisions when purchasing fashion
products. This includes exploring psychological aspects like perception and motivation, social
influences from culture and reference groups, personal factors such as age and personality,
economic elements like income and price sensitivity, and the entire decision-making process
from problem recognition to post-purchase behaviour. This knowledge helps businesses tailor
their strategies to meet consumer preferences and create a successful retail experience.

RESEARCH METHODOLOGY:

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 METHODOLOGY OF THE STUDY
Meaning:
Research pathology is a set of various methods to be followed to find out various information
recording marketing deployment products Research methodology is acquired in every
industry for acquiring knowledge of their products.

Research design:
Descriptive research studies are those studies which are concerned with describing the
characters of particular individual or of group. The aim to obtain complete, accurate
information in the state studies; The procedure to be used must carefully planned.

DATA COLLECTION
To achieve objectives of the data for the present study was collected under.

A. Primary data:
The data was collected from the first time. Under its information is collected to solve a
particular problem or investing a specific issue. Here no previous data stored issued for getting
information.
Sources of primary data

1. Observation
2. Questionaries
3. Interview

B. Secondary data:

Secondary data collection was possible with the help of official records, the past project report
and the general information collected with the help of the Max official online web site this data
was collected using the following.
1. Websites
2. Borchers
3. Books
4. Company personal manual
SAMPLING PLAN

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Sampling size selection:
The sampling size is 100. customer was chosen for the sampling plan.
Method of sampling method:
Sampling is a fundamental concept in research methodology and statistics.it involves
subsequent of individuals or items from a larger population in order to make inferences or draw
conclusions about the entire population. There are several methods of sampling, each with its
own advantage, disadvantage appropriate use cases.
Questionary design:
Closed ended questionary designs are used this project.
Statistical methods:
In this study Graphical methods under pie charts are used analysis.

FRAME WORK OF THE STUDY

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Chapter Ⅰ: It consists of Introduction, Need, Objectives, Scope, Methodology, and Limitations
of the study.

Chapter Ⅱ: It consists of the industry profile and Company profile of the Max fashion

Chapter Ⅲ: It consists of the Theoretical Frame Work of customer satisfaction towards online
and offline shopping. It also includes Review of Literature.

Chapter Ⅳ: It consists of the Data Analysis and Interpretation based on data collected from
the customers of Max fashion

Chapter Ⅴ: It consists of the Summary, Findings, and Suggestions

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 CHAPTER 2
INDUSTRIAL PROFILE

Industrial profile:
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1. Fashion retail in globally:

Fashion retail is a vast industry that encompasses the production, marketing, and sales of
clothing, footwear, accessories, and beauty products. The fashion retail industry is global, with
operations of various parts of the world, including Asia, United states, Europe, and Australia.

The fashion retail also has a significant impact on the global economy, providing employment
opportunities for millions of people worldwide. The industry also knows for the its
environmental and social impact, with concerns over the use of resources, ethical sourcing, and
sustainability parties.

2. Economic impact:

the retail fashion industry is a major contributor of the global economy. It generates substantial
revenue, provided employment opportunities, and supports various related sector such as
manufacturing, logistics, advertising logistics, advertising, and retail management. The
industry's economic impact extends to local economies, where fashion retailers create jobs and
drive consumer spending.

3. Innovation and Creativity:

Fashion is a creative outlet that encourages innovation and artistic expression. Designers and
brands continuously introduce new styles, trends, and concepts, driving creativity and pushing
boundaries in design, materials, and production techniques.

4. Cultural Influence:

Fashion is a reflection of culture, societal norms, and values. It plays a crucial role in shaping
and reflecting cultural identities, traditions, and trends. Fashion can be a form of self-expression
and a way for individuals to communicate their personal style and beliefs.

5. Global Trade and Supply Chains:

The fashion industry operates on a global scale, with garments and accessories being produced,
transported, and sold internationally. This complex network of supply chains and trade
relationships contributes to globalization and international economic interdependence.

6. Consumer Choice and Experience:

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The retail fashion industry provides consumers with a wide range of choices, allowing them to
express their individuality and adapt to various occasions and contexts. The shopping
experience, both online and in physical stores, offers a blend of entertainment, exploration, and
self-discovery.

7. Employment Opportunities:

Fashion retail creates a diverse range of job opportunities, from designers, tailors, and
seamstresses to sales associates, visual merchandisers, and fashion marketers. It employs
people with various skill sets, backgrounds, and interests.

8. Trendsetting and Influencer Culture:

The industry has the power to influence popular culture and trends. High-profile fashion events,
celebrities, influencers, and fashion weeks set the tone for what's considered fashionable and
desirable, impacting consumer preferences and behaviours.

9. Environmental and Ethical Considerations:

As consumer awareness of sustainability and ethical practices increases, the fashion industry is
being pressured to adopt more responsible and eco-friendly approaches. This has led to
discussions about sustainable fashion, ethical sourcing, and reducing the environmental impact
of clothing production.

10. Social and Psychological Impact:

Fashion can play a role in boosting confidence, self-esteem, and mental well-being. People
often use clothing to express themselves, build self-image, and feel connected to social groups
or causes.

11. Historical and Artistic Significance:

Fashion has historical and artistic value, reflecting the aesthetics, materials, and design trends
of different eras. Fashion items can become cultural artifacts that provide insights into the past
and the evolution of style over time.

Fashion retail in India:

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Fashion retail in India has seen significant growth in online and psychical stores also in recent
years, driven by factors such as increasing disposable incomes, changing consumer preference,
and the raise of e-commerce. The Indian fashion retail market is expected to grow around 10%
between 2022 – 2026, reaching US$ 223 billion by 2026.

The fashion retail industry in India characterized by the presence of large number of players,
including both domestic and international brands.

Some of the popular fashion retail brands in India max fashion, Reliance trends, pantaloons,
Tata Zudio, and online fashion stores are Myntra, Flipkart fashion, Amazon fashion and max
online fashion, Ajio

Overall, fashion industry in India is poised for continued growth in the coming years.

1. Diverse Market:

India has a diverse market with a wide range of consumer preferences influenced by cultural,
regional, and socio-economic factors. This diversity is reflected in the fashion choices and
styles that are popular across different regions of the country.

2. E-Commerce Growth:
E-commerce has grown significantly in recent years, with many fashion brands and retailers
operating online platforms. Major e-commerce players like Amazon, Flipkart, and Myntra have
dedicated fashion sections offering a wide range of products from various brands.

3. Fashion Weeks and Events:

Indian cities like Mumbai, Delhi, Bangalore, and Kolkata host prestigious fashion weeks that
showcase both established and emerging designers. These events provide a platform for
designers to display their creativity and set trends.

4. Sustainable Fashion:
The concept of sustainable and eco-friendly fashion is gaining traction in India. Many brands
are focusing on ethical production practices and using eco-friendly materials.

Growth of Indian fashion retail industry

Indian fashion retail industry had been experiencing notable growth and evolution

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1. Rapid Market Expansion:

The Indian fashion retail industry had been expanding at a rapid pace, driven by factors such
as rising consumer incomes, urbanization, and changing lifestyles. The industry encompassed
a wide range of segments, including clothing, footwear, accessories, and beauty products.

2. E-commerce Boom:
The growth of e-commerce had a transformative impact on the fashion retail sector in India.
Online shopping platforms provided consumers with easy access to a diverse array of fashion
products, enabling retailers to reach customers across the country, including in remote areas.

3. Global and Domestic Brands:

The Indian market saw a mix of both international fashion brands and homegrown labels.
Global fast-fashion brands like Zara, H&M, and Forever 21 had made significant inroads into
the Indian market. Additionally, domestic fashion brands and designers were gaining
prominence, offering a blend of traditional and contemporary styles.

4. Global and Domestic Brands:

The Indian market saw a mix of both international fashion brands and homegrown labels.
Global fast-fashion brands like Zara, H&M, and Forever 21 had made significant inroads into
the Indian market. Additionally, domestic fashion brands and designers were gaining
prominence, offering a blend of traditional and contemporary styles.

5. Diverse Consumer Preferences:

India's cultural diversity was reflected in consumer preferences for various types of clothing,
including traditional ethnic wear (such as sarees, salwar suits, and sherwanis) as well as Western
wear. This diversity presented opportunities for retailers to cater to a wide range of tastes.

6. Youthful Demographic:

India's large and youthful population was a driving force behind the fashion retail sector. Young
consumers, particularly in urban areas, were keen to follow global fashion trends and adopt
modern styles.

7. Affordable Fashion:

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The affordability of fashion products played a crucial role in driving sales. Fast-fashion retailers
and brands offering budget-friendly options attracted a significant customer base.

8. Social Media Influence:

The rise of social media platforms and fashion influencers played a pivotal role in shaping
consumer preferences and trends. Many consumers turned to social media for inspiration and
information before making fashion-related purchases.

9. Brick-and-Mortar and Omnichannel Retail:

While e-commerce was growing rapidly, traditional brick-and-mortar retail still held a
significant share of the market. Many retailers were adopting omnichannel strategies,
integrating online and offline shopping experiences to provide convenience to customers.

10. Challenges and Opportunities:

The industry faced challenges such as intense competition, the need to adapt to rapidly changing
consumer preferences, and the importance of sustainability and ethical practices. Retailers were
increasingly exploring eco-friendly and socially responsible options.

11. Tier 2 and Tier 3 Expansion:

Fashion retail growth was not limited to metropolitan cities. Tier 2 and Tier 3 cities were
becoming important growth markets, as rising incomes and aspirations led to increased demand
for fashion products in these areas.

GROWTH PROSPECTS OF RETAIL INDUSTRY IN INDIA: -

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• Global Scenario of Retailing – Globalization has and is one of reasons for the growth of
retail in INDIA. Retailing today can be said as a perceived expression of consumer
requirements in a society. As society differs from place to place and Retailers as
successfully managed to understand these requirements and are trying to fulfil the same.
Today’s market is a MERGERS AND ACQUISION type of market for the survival in this
competitive market. Hence, for survival MNC’s are joining hands with the local players.

• Emerging trends and patterns of Retail Markets in INDIA – as mentioned above INDIAN
retail market is of radical and dynamic in nature. With FDI approval in INDIA there have
been new ways of executions in terms of retail formats like hypermarkets. Internet also
provides a great platform for Retail players to explore new opportunities and customers.

• Favorable Government policies – following the global trend the INDIAN retail market has
gained a momentum over a last few years. It is believed that INDIA is partly successful in
going International and as a consequence of this there will be a rise in organized retail sector
in INDIA. New Economic policy has given a new dimension to the fast-growing prospects
of retail in INDIA

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Types of retail formats in India
The fashion retail industry in India is diverse and dynamic, with various formats catering to
different segments of consumers. As of my last knowledge update in September 2021, here
are some of the prominent types of fashion retail formats in India:
1. Branded Retail Stores:

These are exclusive brand outlets (EBOs) operated by a single fashion brand. They offer a wide
range of products under the brand's label. Examples include Allen Solly, Levi's, and Adidas
stores.

2. Multi-Brand Outlets (MBOs):

These stores offer a mix of clothing and accessories from various brands. Shoppers can find a
variety of options under one roof. Examples include Shoppers Stop, Lifestyle, and Central.

3. Department Stores:

These stores offer a wide range of products, including clothing, accessories, cosmetics, and
more. They often have dedicated fashion sections. Examples include Shoppers Stop and
Pantaloons.

4. Fast Fashion Retailers:

These retailers focus on quickly producing and delivering trendy and affordable fashion items.
Examples include Zara, H&M, and Forever 21.

5. Luxury Fashion Boutiques:

These are high-end stores that offer luxury and designer fashion brands. They provide a
premium shopping experience and exclusive products. Examples include Gucci, Louis Vuitton,
and Chanel boutiques.

6. Online Fashion Retail:

E-commerce platforms offer a wide range of fashion products for online purchase. This format
has gained significant popularity in recent years. Examples include Amazon Fashion, Flipkart
Fashion, and Myntra.

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7. Ethnic and Traditional Wear Stores:
These stores specialize in traditional Indian clothing such as sarees, salwar kameez, and kurta-
pyjamas. Examples include FabIndia and Manyavar.

8. Footwear and Accessories Stores:

These stores focus on selling footwear, bags, jewellery, and other accessories. Examples include
Bata, Clarks, and Accessorize.

9. Sportswear and Activewear Stores:

These stores specialize in athletic and sportswear products. Examples include Nike, Puma, and
Decathlon.

10. Kids' and Maternity Wear Stores:

These stores offer clothing and accessories for children and expecting mothers. Examples
include Mothercare and First Cry.

11. Outlet Stores:

Outlet stores offer discounted or clearance products from various brands. Examples include
Brand Factory and Fashion Outlets.

12. Bridal and Wedding Wear Boutiques:

These specialized boutiques offer bridal and wedding-related attire and accessories. Examples
include Sabyasachi and Manish Malhotra boutiques.

13. Custom and Bespoke Tailoring Shops:

These shops offer personalized and custom-made clothing items, often focusing on formal wear
like suits and ethnic wear.

14. Pop-up Shops:

Temporary retail spaces that offer limited-time collections or collaborations, often generating
buzz and excitement among shoppers.

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OPPORTUNITIES FOR THE ORGANIZED RETAIL SECTOR IN INDIA

• As per latest provisional estimate published on 31st May, 2023, India’s per capita Net
National Income (NNI) at constant (2011-12) prices increased by 35.12 percent from Rs.
72,805 in 2014-15 to Rs. 98,374 in 2022-23.

• The proportionate increase in spending with disposable income is another source of

opportunity.

• The Demography Dynamics are also favorable as approximately 60 per cent of INDIAN
population is below the age of 30.

• Increase in the double income of families gives rise in the spending power.

• Increasing use of Debit/Credit cards and online payment options for categories relating to
Apparel, Consumer Durable Goods, Food and Grocery etc.

• Increased urbanization has benefited retailers as it has led to higher customer density in
urban areas thus enabling retailers to use lesser number of stores to target the same number
of customers.

• Increased automobile penetration and an overall improvement in the transportation

infrastructure, has made ease in covering distances than before.

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HUMAN RESOURCE MANAGEMENT IN ORGANIZED RETAIL
Human Resource Management (HRM) deals with issues relating to people working within the
organization such as pay, recruitment, task allocation, safety, benefits, employee motivation,
communication, administration and training. The HRM practices are very important in
designing the structure for manpower, performance appraisal, compensation and training and
development. Innovative HRM practices can play a vital role in changing the behaviour of the
employees towards the organization.

1. Recruitment:

The recruitment process is carried out based on the size of the organization and the number of
required employees.

2. Selection:

In selection is done on the basis personal interview or group interview or both. Some of the
organizations also use an objective test for the purpose of selection.

3. Performance Appraisal:

No one in any organization is ever happy with the system because it explores the bitter truth
of an employee. It is conflict based as it is subjective and differs from person to person.

4. Training and development:

As there is a high growth rate of organized retail industry, it generates a demand for trained and
skilled labour force. The talent base is limited which has led many retailers to introduce
Learning and Development department within the organization.

5. Compensation:

Compensation is payment for services rendered to an organization by an employee.

Compensation may be direct (such as salary) or indirect compensation (such as bonus,
incentives, commission) & is a motivator for employees at all levels.

6. Rewards, Incentives and Recognition:

Every retailer is looking at various ways to motivate their employees and reduce employee
turnover rate. Rewards, incentives, and recognition of employee is increasingly becoming
popular within the industry and is motivating the employees to increase their efficiency.

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7. Employee Discipline:

It is a management tool which helps to transform the employee behaviour towards the
organization and direct the employee in a particular direction to achieve the goals set
by the management.

CHALLENGES FACED BY ORGANIZED RETAIL SECTOR IN INDIA

Although the Organized Retail market does offer a vast untapped potential, it should also be
recognized that it is not that easy to operate in Retail market because of several problems.
Retailers got to address the challenges to become flourishing on long run.

• The organized retail sector in INDIA is still at a developmental stage, characterized by a

very small number of players trying to create a new paradigm. To become a flourishing
trade, the INDIAN retail sector should attract leading INDIAN and foreign players to form
substantial investments.

• Technology is one of the major challenges faced by organized retailers for efficient
management.

• Shortage of skilled workforce in retail sector.

• Retail shrinkage is also one of the major challenges. Retail shrinkage is that the distinction
within the price of stock as per the books and therefore the actual stock accessible within
the look. The causes of retail shrinkage are primarily worker felony, thievery, administrative
errors and vendor fraud. Effective online monitoring system need to be implemented.

• Understanding customers in terms of customer behavior and loyalty is a difficult job.

Retailers got to implement effective client relation management and loyalty program.

• Distribution is associate degree integral a part of any retail organization. delivering

the correct merchandise to the correct place at the correct time is main task of distribution.
Retail major are underneath serious pressure to enhance their offer chain systems and
distribution channels and reach the amount of quality and repair desired by customers. The
lack of correct infrastructure and distribution channels within the country ends up in
inefficient processes.

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• Organized shops use terribly giant volumes of electricity for a range of applications from
lighting, air conditioning, escalators, cold storing, billing systems, lifts etc. As a result of
lean and inefficient power offer, an enormous quantity of personal investment goes into
guaranteeing power backups. This makes it terribly troublesome for organized retail to
grow.

• The retailers in INDIA are paying terribly high price for assets. This will increase
the upkeep price and cut back profit margins.

• Competition from unorganized sector is another challenge facing the organized retail
industry in INDIA.

• As more and more organized retail outlets are dotting the INDIAN topography, competition
is no more restricted between organized and unorganized retailing. It is currently quite
evident between organized retailers yet. Efficient and effective Loyalty programs,
home delivery of products, client retention methods, offers, discounts etc. are the order
of the day.

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Opportunities in fashion retail at India
Fashion retail in India offers a diverse range of opportunities due to the country's rich cultural
heritage, growing economy, and increasing fashion consciousness. Here are some specific
opportunities you might find within the fashion retail industry in India:

1. Ethnic Wear Designer:

India is known for its diverse range of traditional clothing, and ethnic wear designers create
modern interpretations of traditional outfits like sarees, salwar suits, and lehengas.

2. Textile Research and Development:

With India's strong history in textiles, professionals in this field can focus on researching and
developing innovative fabrics, prints, and patterns.
3. Fashion Buying and Merchandising:
As a buyer or merchandiser, you can work with local artisans and manufacturers to curate a
unique collection of products that blend traditional craftsmanship with modern trends.

4. Fashion Retail Management:

With the rapid growth of retail stores and malls across India, there's a constant demand for
skilled retail managers to oversee store operations, sales, and customer service.

5. E-Commerce and Online Fashion:

India has a booming online shopping market. Opportunities abound for professionals who can
manage e-commerce platforms, digital marketing, and customer engagement for online fashion
retailers.
6. Luxury Fashion Retail:
High-end fashion brands are expanding their presence in India. Jobs in luxury retail involve
catering to an upscale clientele, often in major metropolitan cities.

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 COMPANY PROFILE

LANDMARK GROUP:
Landmark group is a multinational conglomerate based in Dubai, United Arab Emirates. The
group was founded in 1973 by Micky Jagtiani, an Indian-born entrepreneur, and has since
grown to become one of the largest retail and hospitality conglomerates in the middle East,
Africa, and India.

Landmark group operates several retail brands, including Lifestyle, Max, Splash, Home center,
and Baby shop, among others.

The group operates several hospitality brands, including Citymax hotels, and has interests in
healthcare, fitness, and leisure business.

Landmark group has presence in over 25 countries and employs over 50,000 people. The
company won several awards for its retail and hospitality businesses and is known for its
commitment and sustainability and social responsibility.

Subsidiaries of landmark group:

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MAX fashion
CEO: Kabir Lumba
Type: subsidiary
Established year: 2004
Industry: Retail
Headquarters: Abu Dubai, United Arab Emirates (UAE)
Type of company: B2C
Ownership: private
Registered name: Landmark online India private limited.
Web site: https://www.maxfashion.in/in/en/
Number of employes: 6000
Turn over: US$6 billion
Compotators in psychical store: Reliance trends, pantaloons
Tata Zudio
Compotators in online store: Myntra, Ajio, Amazon fashion
Flipkart fashion.

Max Vizianagaram store:

Established year: 2021
Store manager: Raja Giri Venkatesh
Assistant manager: Venkatesh
Store mail id: [email protected]
Location: Near RTC bus stand Vizianagaram
Store code: 1088
Zone HRDC (Hyderabad regional distribution corporation)
Number of employe 26

Physical store v/s online store

32
MAX fashion

Max fashion is retail-based brand in India it was established in 2006 and it was subsidiary of
the Landmark group. Max offer wide range of apparel, footwear, and accessories for men,
women, children at affordable prices.

Max has 325 stores across the world including India, Saudi Arab, Kuwait, Oman, Qatar, Jordon,
Lebanon, Egypt, Iraq, Tanzania, Kenya, Nigeria. Max has strongest presence in India with 200

stores in more than 100 cites.

Max target audience is young, fashion – conscious consumers who are looking for the trendy
and affordable clothing. Max offers wide range apparels, including casual wear, formal wear,
sportswear, and ethic wear, max also including accessory’s including bags, shoes, jewelry.

Max has strongest focus on sustainability and has implemented several initiatives to reduce its
environmental footprint. The brand was used to eco- friendly fabric and packing, and has
implemented

Mission:
e a market leader in the field of value retailing. Max element provides fashionable products at
affordable prices. Max element exceeds our customer’s expectations.

Vision:

To create a truly global brand that provides growth opportunity for the company and its
employees, whilst achieving its global of becoming the number one value fashion retailer across
the middle East & India.

SWOT analysis

33
Strengths and weaknesses of fashion retail industry in India

Strengths:
1. Diverse Cultural Influence:
India's rich cultural heritage and diversity provide a vast pool of inspiration for fashion
designers and retailers. This allows for a wide variety of styles, textiles, and designs that cater
to different regional and cultural preferences.

2. Rising Middle Class:

The expanding middle class in India presents a growing consumer base with increasing
purchasing power. This offers significant potential for fashion retailers to tap into a larger
market.

3. Traditional Artistry and Craftsmanship:

India is known for its traditional artistry, handcrafted textiles, and intricate designs. This
heritage appeals to both domestic and international consumers looking for unique and authentic
fashion items.

4. Wedding and Festive Wear Market:

India's culture places great emphasis on weddings and festivals, creating a substantial demand
for elaborate and high-quality traditional clothing. This niche provides a consistent source of
revenue for fashion retailers.

5. E-commerce Growth:
The rise of e-commerce in India has opened up new avenues for fashion retail. Online platforms
allow retailers to reach a wider audience, including in rural areas, and offer convenience to
consumers.

6. Celebrity and Influencer Endorsement:

Celebrity endorsements and influencer culture have a significant impact on fashion trends in
India. Retailers can leverage this to gain visibility and drive sales.

Indian fashion retailers often demonstrate creativity and adaptability to cater to changing
consumer tastes and preferences, creating opportunities for unique product offerings.

34
Weaknesses:
1. Infrastructure Challenges:
Inadequate infrastructure, especially in smaller towns and rural areas, can pose challenges for
efficient supply chain management and distribution of fashion products.

2. Regulatory Complexity:
India's retail industry faces regulatory challenges, including complex taxation systems and
regulations that can vary from state to state, affecting the ease of doing business.

3. Counterfeit and Imitation Concerns:

The fashion retail industry in India grapples with issues of counterfeiting and imitation
products, which can affect consumer trust and brand reputation.

4. Price Sensitivity:
Indian consumers are often price-sensitive, leading to expectations of discounts and deals. This
can impact profit margins and limit pricing flexibility.

5. Ethical and Sustainability Challenges:

While there is a growing awareness of ethical and sustainability concerns in the fashion
industry, implementing and communicating sustainable practices can be challenging for some
retailers.

6. Competition from Unorganized Sector:

The unorganized sector, including local markets and small vendors, can offer lower-priced
alternatives, posing competition to formal fashion retailers.

7. Infrastructure and Technology Gaps:

While e-commerce is growing, challenges related to internet connectivity, digital literacy, and
online payment systems can limit the potential reach of online fashion retail.

35
Threats of Indian fashion retail industry
The Indian fashion retail industry, like any other industry, faces various threats and challenges
that can impact its growth and sustainability. Some of the key threats faced by the Indian
fashion retail industry include:

1. Competition:
The fashion retail market in India is highly competitive, with both domestic and international
brands vying for market share. This intense competition can lead to price wars, reduced profit
margins, and the need for constant innovation to stay relevant.

2. Counterfeit Products:

The prevalence of counterfeit and imitation products in the market can undermine the
reputation of genuine brands and erode consumer trust. This threatens the sales and
profitability of authentic fashion retailers.

3. Economic Instability:

Economic fluctuations, inflation, and changes in consumer purchasing power can impact
consumer spending on fashion items. During economic downturns, consumers might cut back
on discretionary spending, affecting retail sales.

4. Changing Consumer Preferences:

Rapid shifts in consumer preferences and trends can make it challenging for fashion retailers
to accurately predict demand and maintain the right inventory mix. Brands need to adapt
quickly to these changes.

5. Rising Rental Costs:

Prime retail spaces in urban areas often come with high rental costs. These costs can eat into
retailers' profits, especially for small and medium-sized businesses.

36
LAY OUT
In max fashion Vizianagaram, the store layout is grid.
The grid store layout also works to maximize product display while minimizing white space.
In a grid retail store design, the end of an aisle is one the best places to display your products.
You can also use wing shelves and other features to make your merchandise stand out within
a grid layout. These features encourage customers to pick up more products as they weave
their way up and down the aisles.

Visual merchandising

Visual merchandising is the practice in the retail industry of optimizing the presentation of
products and services to better highlight their features and benefits.

37
 Actually, VM KEY Involvement in Sales Parameter.
We Have 4seasons In Year
1.Spring Summer (Light to Dark Colour Combinations)
2.Autumn Winter (Dark to Light Colour Combinations)
3.festive season
4.EOSS (end of the season sales) every 6 months.

SOH in store will display and presentation by the planogram manual book.
Every season company will provide POG book to every store by the POG display the stock in
every floor.
The purpose of visual merchandising is to attract, engage and motivate the customer towards
making a purchase.

Elements of visual merchandising in max fashion:

➢ Straight line
It features a horizontal bar supported by two vertical legs.

➢ Four-way browser
➢ Step arm
➢ Move arm
➢ U bar/ D bar
➢ A line
➢ L stand

38
 It is given for walls only. Special offer I- stands are the best example.
➢ Cluster - A cluster contains of 2 elements.
1. Podium
2. Mannequin
The podium is like a small stage setup on which the mannequins will be set.

The mannequin is also called as lay figure. Mannequins are full scale, detailed figures that are
used as life sized models to display clothing, they can also be used to display props like jewelry
and scarves.

➢ H- gondolas are in H shape so called as H gondolas. Here in max fashion, there are H gondolas
to which the loading bars and peg Hooks are attached.
1. Loading Bar- It is the bar to which the garments will be loaded.
2. Peg Hooks - The peg hooks can be attached to the loading bar. The loading bar may or may not
have the peg hooks.
3. peg hooks can be easily attached or detached when needed.
➢ Ultimate Tables/ Nesting Tables: The tables are present on the floor on which the garments are
placed.
➢ Impulse Gondola’s: The impulse Gondolas are quite different from the usual or H gondolas
seen in Max fashion. The impulse gondolas here are used to display the accessories like wallets,
bags, cosmetics etc. The impulse Gondola’s also do contain the holes which is quite a
differentiation.
➢ Slack walls: These are the wall picture displays seen in a retail store.
➢ Focal Point: These are the inside displays with the mannequins. Generally, the focal point
follows a theme (theme of season, colors, style etc.).
➢ Brand Headers: These are the headers of the brand used for easy brand name identification and
the theme identification too.
Eg: Fusion, contemporary.

➢ Store Directions: These are direction displays seen in the store, it is helpful to direct the
customers.
Eg: way to washrooms, way to customer service room etc.

39
➢ Store Guidance: The store Guidance is the display of the whole store i.e., what is present in
which floor.
Eg: 1st floor women's wear

Western wear

Ethnic wear

Accessories.

ORGANISATION STRUCTURE

COMPANY HIERARCHY:

Store manager

Assistant store manager

Department manager

Assistant department manager

Senior customer relationship executive

Customer relationship executive

Trainee

40
 CHAPTER3
LITERATURE REVIEW AND FRAME WORK

41
 Definition
Consumer buying behaviour refers to the process and actions that individuals are groups go
through when selecting purchasing and using the products or services, it encompasses the
various factors and influences that shape of consumer’s decision-making process.

This lesson explains the explore the practice of consumer buying behaviour and purchasing
patterns as well as how this choice can be best understood in order to develop a deeper
consumer understanding.

Consumer buying behaviour Includes total amount of attitudes, pregnancies and distinctions
made in the process of purchasing.

1. American Marketing Association (AMA):

“Consumer buying behaviour is the dynamic interaction of affect and cognition, behaviour, and
environmental events by which human beings conduct the exchange aspects of their lives."
2. Kotler and Keller:
"Consumer buying behaviour refers to the buying behaviour of final consumers—individuals
and households who buy goods and services for personal consumption."
3. Philip Kotler:
"Consumer buying behaviour is the study of the ways of buying and disposing of goods,
services, ideas, or experiences by the individuals, groups, and organizations in order to satisfy
their needs and wants."
4. Engel, Blackwell, and Miniard:
"Consumer buying behaviour refers to the buying behaviour of the individuals and households
who buy goods and services for personal consumption."

Types of consumers

1. Impulse Buyers:
These buyers make quick and unplanned purchasing decisions based on emotions, without
much consideration or research.
2. Value-Seeking Buyers:

Validation buyers focused on getting the best possible deal often looking discounts, sales

allow peace.

42
3. Loyal customer:

customers this buyer consistently choosing a specific brand or product and shown strong
brand loyalty over the time.

4. Brand conscious buyers:

these are high aware of who loyal to specific brands often considering the brand reputation
and status and making purchase decisions.

5. Price sensitive buyers:

Press conscious buyers prioritize cost savings and are highly influenced by pricing strategies
and discounts.

6. Habitual buyers:

Habitual buyers make purchase out of routine or habit, often buying the same products
repeatedly without much thought.

7. Goal oriented buyers:

These buyers have specific goal in mind when shopping, such as solving particular problem
or full filling specific needs.

Why consumer behaviour is important?

Study consumer behaviour is important because it helps to marketers understand what
influences consumers buying decisions.

By understanding how the consumer decides on a product, they can fill the in the gap in the
market and identify the products that are needed and the products that are obsolete.

stating the consumer behaviour is also helps to market decisions how to present their products
in the way that generates a maximum impact on the consumer. Understanding the consumer
behaviour is key secret to reaching, engaging your clients and convenient them purchase from
you.

• A consumer behaviour analysis should reveal:

• What consumer think and how they feel about various alternatives like brand products.

• What influences Consumer to Choose between various options.

43
 • Consumer behaviour while recharging and shopping.

• How consumers environment (friends family media influences) their behaviour

What are effects of the Consumer behaviour?

Consumer behaviour has far-reaching effects on businesses, markets, and the economy as a
whole. Understanding how consumers make decisions, what influences their choices, and how
they interact with products and services is crucial for businesses to develop effective strategies
and succeed.

1. Business Strategy and Decision-Making:

Consumer behaviour insights guide businesses in making informed decisions about product
development, pricing, marketing, distribution, and overall business strategies.

2. Product Innovation:
Consumer preferences and needs drive product innovation and development. Businesses
that closely monitor consumer behaviour can create products that align with market demand
and stand out from competitors.

3. Marketing and Advertising:

Consumer behaviour data helps businesses tailor their marketing messages, advertising
campaigns, and promotional efforts to resonate with their target audience, leading to higher
engagement and conversions.

4. Sales and Revenue Generation:

Consumer behaviour directly impacts sales and revenue. Businesses that cater to consumer
preferences are more likely to experience higher sales and profitability.

5. Market Segmentation:
Consumer behaviour analysis enables businesses to segment their market based on
demographics, psychographics, and behaviour, allowing for more targeted and effective
marketing strategies.

44
 6. Customer Experience:
Positive consumer experiences lead to increased customer satisfaction, loyalty, and positive
word-of-mouth, all of which contribute to business growth and success.

Concepts of consumer buying behaviour

1. Need Recognition:
The buying process begins when a consumer recognizes a need or a problem. This could be
triggered by internal factors (e.g., hunger, discomfort) or external factors (e.g., advertising,
peer influence).

2. Information Search:
Once a need is recognized, consumers seek information to satisfy that need. They gather
information from personal experiences, friends and family, online reviews, advertisements,
and other sources.

3. Evaluation of Alternatives:
Consumers evaluate different options available to them based on factors like price, quality,
features, and brand reputation. They weigh the pros and cons before making a decision.

4. Purchase Decision:
After evaluating alternatives, consumers make a purchase decision. This decision can be
influenced by various factors, including personal preferences, social influences, and the
perceived value of the product.

5. Purchase Process:
The actual act of buying involves choosing a specific product, deciding on the quantity,
selecting a store or online platform, and completing the transaction.

6. Post-Purchase Evaluation:
After the purchase, consumers assess whether the product met their expectations. If it did,
they are likely to develop a positive attitude toward the brand and become repeat buyers. If
not, they might experience buyer's remorse.

7. Consumer Decision-Making Process:

The process through which consumers progress from recognizing a need to making a
purchase decision, influenced by external factors (culture, social, marketing) and internal
factors (motivation, perception

45
 REVIEW OF LITERATURE
1.TITLE: FACTORS AFFECTING CONSUMER BUYING BEHAVIOR
Author (14/09/2016)
N Ramya and Dr. SA Mohamed Ali

Summary:

The factors that influence consumer buying behaviour. It highlights the importance of
understanding consumers' culture, social factors, economic factors, and personal factors in
shaping their purchasing decisions. The text emphasizes the role of factors like motivation,
perception, reference groups, family, social class, income, occupation, and lifestyle in
influencing consumer behaviour. The goal is to develop effective marketing strategies that align
with consumers' needs and preferences to increase sales and meet customer demands. The text
provides insights into how marketers should consider these factors to create targeted and
impactful advertising campaigns.

2. TITLE: THE IMPACT ON CONSUMER BUYING BEHAVIOUR: COGNITIVE

DISSONANCE

Author(year)2007/05
Manoj Kumar Sharma Bus. Admn. (Commerce) Deptt of Bus Admn.
Dist.- Pali (Rajasthan)
Summary

The paper by Manoj Kumar Sharma discusses the impact of cognitive dissonance on consumer
buying behaviour. Cognitive dissonance refers to the discomfort that arises when a person holds
conflicting beliefs or experiences inconsistency between beliefs and behaviours. The paper
explores factors contributing to cognitive dissonance in consumer purchasing decisions, such
as family status, religious values, customs, and beliefs. It emphasizes the importance of
understanding why consumers make certain purchases and the factors influencing their
decisions.

The paper highlights that cognitive dissonance can motivate individuals to seek consistency
and reduce psychological tension. It can arise from logical inconsistencies, conflicts between
attitudes and behaviours, or when strong expectations are not met. Strategies to reduce

46
cognitive dissonance include focusing on supportive beliefs, reducing the importance of
conflicting beliefs, and changing beliefs to align with other beliefs or behaviours.

The study discusses the relevance of cognitive dissonance in various aspects of consumer
buying behaviour, including the evaluation of alternatives, purchase decisions, and post-
purchase evaluations. It also suggests potential solutions for marketers to address cognitive
dissonance, such as emphasizing credible sources, using likeable sources, and matching
consumer beliefs.

The paper provides insights into cognitive dissonance theory, its implications for consumer
behaviour, and strategies to mitigate its effects. It also identifies avenues for future research,
such as exploring the role of personal involvement and time constraints in cognitive dissonance.

3.TITLE: CONSUMER BUYING BEHAVIOUR THE ROLE OF PRICE,

MOTIVATION, PERCEIVED CULTURAL IMPORTANCE AND RELIGIOUS
ORIENTATION.

Author(year) 2008
Mohamed Abdellatif Abu Auf, Oussama Saoula, Abdul Halim Abdul Majid
School of Business Management, College of Business
University Utara Malaysia, Kedah, Malaysia
summary

The provided text seems to be a research article on consumer buying behaviour, focusing on
the roles of price, motivation, perceived cultural importance, and religious orientation among
Saudis and expatriates living in Riyadh, Saudi Arabia. The study aims to understand the factors
influencing consumer buying behaviour in the context of cultural and religious differences. It
utilizes a survey questionnaire to collect data from car agencies in Saudi Arabia and employs
Partial Least Squares (PLS-SEM) technique to analyse the data and test the hypotheses of the
study.

The main findings of the study include:

Price, motivation, and perceived cultural importance have a direct relationship with consumer
buying behaviour.

47
Price and perceived cultural importance also have a significant relationship with religious
orientation.

However, the mediating role of religious orientation between price, motivation, perceived
cultural importance, and consumer buying behaviour is not supported.

The study contributes to the understanding of consumer buying behaviour in a specific cultural
and religious context and suggests implications for marketing strategies and policy
development related to public transportation and automobile markets in Saudi Arabia.

The article acknowledges limitations such as its focus on a specific sector (car agencies) and
country (Saudi Arabia) and suggests future research directions to explore the impact of
additional variables and expand the study to other sectors and Islamic countries.

4.TITLE: ONLINE CONSUMER BEHAVIOUR TOWARDS FASHION APPARELS

Author: nethravathi TS, Vijay GS (guide) 2020
Summary:
In the past decade, the internet has become a popular shopping medium, boosting the retail
industry's value. E-retailing is thriving in India across various product categories, with the e-
commerce sector projected to surpass China's by 2034. The Indian e-commerce industry is
growing at a CAGR of 27%, driven by factors like internet penetration and smartphone usage.
Online shopping has become a norm for Indians, especially among working couples, women,
and youngsters, impacting traditional brick-and-mortar stores.

This study focuses on understanding the factors influencing consumers' online purchase
decisions for fashion apparel. It utilizes the Technology Acceptance Model (TAM) and
investigates the relationship between external factors (Quality Factors, perceived usefulness,
ease of use, and perceived risk) and the intention to buy fashion apparel online. Both qualitative
and quantitative methods were employed, supporting the hypothesis that discount offers, social
networks, and personal knowledge influence online fashion apparel purchases. Security
concerns, such as website and payment security, hinder online purchases. Consumers tend to
use both online and offline sources before buying fashion apparel online.

Despite recognizing the usefulness of online fashion shopping, consumers are hindered by
security concerns and low trust in online sources. E-retailers can address these issues using
advanced technology. Future research can delve into factors affecting different types of online
fashion apparel purchases.

48
5.TILTLE: EFFECTS OF CONSUMER DEMOGRAPHIC VARIABLES ON
CLOTHES BUYING BEHAVIOUR IN BORNO STATE, NIGERIA
AUTHORS(YEAR) 2007
A. G. Alooma, Lawan A. Lawan
Summary
It appears that you have provided an excerpt from a research study conducted on the effects of
consumer demographic variables on clothes buying behaviour in Borno State, Nigeria. The
study examined how various demographic factors such as age, gender, marital status,
occupation, education, and income influence different stages of the clothes buying decision
process. The data was collected through structured questionnaires administered to clothes
buyers in the region. The study found several significant associations between demographic
variables and different aspects of clothes buying behaviour:

1. Need Recognition:

The study indicated that age, occupation, education, and income significantly influenced
clothes need recognition. For instance, income had a significant impact on the need for
clothes.

2. Information Search:

Consumers primarily obtained information about clothes through society (friends, family,
neighbour’s), followed by mental archives. Different demographic groups showed variations in
their sources of information. For instance, students and politicians relied more on psychological
fields, while civil servants and retirees relied more on society.

3. Evaluation Criteria:

Quality was the most important criterion for evaluating clothes, followed by price, style, and
brand. The influence of these criteria varied among different demographic groups.

4. Type of Clothes Buying:

The type of clothes purchased (native or western) was significantly influenced by age,
education, and income. For example, younger consumers were more likely to buy western
clothes.

49
6.TITLE: DECISION-MAKING BEHAVIOUR TOWARDS CASUAL WEAR BUYING:
A STUDY OF YOUNG CONSUMERS IN MAINLAND

Authors Kwan C.Y, Yeung K.W, AU K.F. (2006)

Hong Kong Polytechnic University
Summary
This paper explores the decision-making behaviour of young Chinese consumers when
purchasing casual wear in Mainland China. It investigates the relationship between consumers'
decision-making styles and their criteria for buying casual wear. The study adapts the Consumer
Style Inventory (CSI) developed by Sproles and Kendall (1986) and collects data through a
questionnaire survey administered to university students in Shanghai, Beijing, and Guangzhou.
The results reveal six decision-making styles, including recreational and hedonistic
consciousness, perfectionism consciousness, confused by over choice, habitual and brand
loyalty, price and value consciousness, and brand and fashion consciousness. The study also
identifies five clothing choice criteria factors: product and self-image related, style and quality
related, durability and easy care, fit and sex appropriateness, and price. The research sheds light
on the interplay between decision-making styles and clothing choice criteria for young Chinese
consumers in different cities, offering insights for marketers in the competitive fashion retail
landscape.

7.TITLE: IMPULSIVE FASHION APPAREL CONSUMPTION

Authors: Manilall Dhurup (may/2014)

summary
This study delves into the intriguing phenomenon of impulsive buying, which has captured the
interest of practitioners and researchers across various fields for decades. In today's modern
society, shopping has evolved into a social and leisure activity, leading to a rise in impulsive
purchases. This research focuses on the impact of three key traits—hedonism, fashion
involvement, and emotional gratification—on impulsive buying behaviour among university
students. Conducted within a post-positivist paradigm using quantitative methods, the study
involved 385 randomly selected students from a South African university in 2013. Through
descriptive statistics, correlations, and regression analysis, the relationships between these traits
and impulsive buying were examined. The findings revealed that hedonism, fashion
involvement, and emotional gratification all correlated positively with impulsive buying

50
behaviour among the university students. Notably, emotional gratification and fashion
involvement emerged as significant predictors of impulsive buying. For retailers and marketers,
the study underscores the importance of capitalizing on opportunities for impulsive buying by
appealing to consumers' emotional gratification and fashion preferences when promoting
apparel purchases among this specific cohort of consumers.

8.TITLE: PROMOTING FASHION CUSTOMER RELATIONSHIP MANAGEMENT

DIMENSIONS BASED ON CUSTOMER TENDENCY TO OUTFIT MATCHING.
Author (27/January/ 2021)

Sajjad shokhuyaer, Niloufar raja Gude.

Summary
The purpose of this study is to mining dimensions of customer relationship management (CRM)
based on consumer tendency to outfit matching. Consumers are clustered into groups based on
descriptive variables, consumer desire to outfit matching and customer relationship dimensions.
According to the results of this research, female customers with the age 30 or younger, who
have a bachelor degree and are single, are inspired to outfit matching and prefer customer
involvement dimensions. Also, long-term partnership is the most significant dimensions of
CRM for consumers who do not engage in outfit matching. Then, association rules were applied
for extracting customer buying behaviour that influence customer tendency to outfit matching.
These results can be useful for the fashion industry to apply more effective CRM systems and
customise them with customer's preferences and behaviour analysis. Compared with traditional
techniques, the data mining methods have great potential for investigating customers'
preferences.

9.TITLE: AGE AND FACTORS INFLUENCING CONSUMER BEHAVIOUR.

Author(year) 26/ April/2009
Catherine Hervé, Etienee mullet guide
summary

In the study, the authors examined how age influences consumers' perceptions of key factors—
price, durability, and suitability—when evaluating clothing products. The focus was on
understanding how these factors impact the likelihood of purchasing. A group of 160 French
adults spanning ages 18 to 90 participated, evaluating 27 clothing scenarios with varying levels
of the three factors. The results revealed distinct age-related patterns. Younger participants

51
showed a higher likelihood of buying when presented with a low price. Older participants
placed greater importance on suitability, while the eldest participants prioritized durability
when making purchasing decisions for clothing items. This study sheds light on the evolving
preferences of consumers across different age groups, providing valuable insights for sales
providers aiming to tailor their strategies to specific age demographics.

10.TITLE: Are fashion‐conscious consumers more likely to adopt eco‐friendly clothing?

Author(year) 10/may/2011
Haie Jin Gam, Key words
Consumer behaviour, united states of America, fashion, women, marketing strategy
summary
This study aims to explore whether a consumer's fashion preferences and shopping habits
influence their intention to purchase environmentally friendly clothing (EFC). It recognizes
that EFC choices are not only driven by environmental concerns but also by fashion choices,
highlighting the need for apparel companies to consider these factors in marketing eco-
friendly product.

11. TITLE: DYNAMICS OF FEMALE BUYING BEHAVIOUR: A STUDY OF

BRANDED APPARELS IN INDIA.
Author(year): July 25, 2012
Namita Rajput, Subodh Kesharwani & Akanksha Khanna

Summary
The abstract presents a study that examines the buying behaviour of Indian female consumers
in the evolving fashion apparel market. The surge of designer brands, store brands,
personalization, and advertising has led to a diverse consumer market. Understanding consumer
preferences is crucial for attracting and retaining the target consumer group. The study aims to
explore the factors influencing female consumers' involvement with stylish branded clothing.
Key findings include the complete awareness of branded apparel among females, occasional
purchasing behaviour, and specific perspectives and motives guiding their choices. The culture
is shifting towards mall-based shopping due to enhanced consumer experiences. Family and
friends, along with the internet and advertisements, are important sources of information.
Significant factors affecting purchases include price, fitting, and income levels, while factors

52
like status, durability, and celebrity endorsements are insignificant. These insights can guide
apparel retailers in formulating effective strategies to cater to consumer preferences. The study
highlights the significance of gender-based differences in buying behaviour, emphasizing the
importance of understanding female consumers' psychology, mindset, motivators, and
dissatisfiers. The literature review examines gender-based distinctions, demographic
influences, and the role of marketing strategies in consumer behaviour. The study contributes
to the existing literature by focusing on female buying behaviour, ultimately aiming to enhance
understanding and strategies in this consumer segment.

12.TITLE: CONSUMERS’ CHOICE BEHAVIOUR TOWARD GREEN CLOTHING

Authors: Bielawska, Karolina (2021)

summary
The article investigates the factors that affect consumers' preferences for green clothing
products within the framework of the theory of consumption values. The study involved 496
Polish consumers, with 212 having prior experience in buying eco-friendly clothing items. Self-
administered questionnaires were used to gather data, and structural equation modelling was
employed for analysis. The findings indicate that emotional, conditional, and environmental
values significantly and positively influence consumers' choices towards green clothing
products. However, functional, social, and epistemic values did not exhibit any impact on these
choices. The implications of these results are valuable for retailers and producers of eco-
friendly clothing in shaping marketing strategies, labelling practices, and establishing eco-
centric brands tailored to the Polish market. The study's originality lies in its examination of
Polish consumers' motivations for purchasing green clothing products from the perspective of
consumption values theory.

13.TILTE: NON-DECEPTIVE COUNTERFEIT PURCHASE BEHAVIOUR OF

LUXURY FASHION PRODUCTS.
Author: devinder pal singh, Minas N. kastanakis (06January2021)

Summary
This study delves into the significant issue of non-deceptive counterfeit purchases within the
luxury fashion industry, a concern that leads to considerable losses. Focusing on India, a
country characterized by high collectivism and low indulgence according to Hofstede's cultural
dimensions, the research aims to identify the factors influencing non-deceptive counterfeit

53
purchasing behaviour for luxury fashion goods. Building on existing research and introducing
a new variable, the study proposes and empirically examines a comprehensive attitudinal
framework tailored to attitudes toward counterfeits. This framework integrates integrity,
materialism, risk-seeking, price-quality perception, smart shopper self-perception, and
subjective norms as drivers of attitudes toward counterfeit luxury products. A crucial aspect of
the study is its exploration of how this comprehensive attitudinal framework mediates the
relationship between intentions to purchase counterfeit goods and their underlying
determinants. The findings provide fresh insights of theoretical significance and also offer
practical guidance to industry practitioners aiming to mitigate non-deceptive counterfeit
behaviour.

13. TITLE: CONSUMER BEHAVIOUR IN A SUSTAINABLE FASHION

Authors: Abdelsalam Busalim (17February2022)
Summary
Over the past decade, sustainable fashion has garnered substantial attention from policymakers,
businesses, and consumers, leading to a surge in related consumer behaviour research. This
paper addresses the scarcity of comprehensive consumer behaviour literature reviews in this
domain. Its objective is to systematically review and critically evaluate studies focusing on
consumer behaviour in sustainable fashion, pinpointing research gaps and guiding future
investigations. The review analysed 167 journal articles, synthesizing findings from 88. It
employed descriptive analysis to examine research methods, trends, and theoretical
frameworks, while also utilizing the Stimulus-Organism-Response (S-O-R) framework for a
synthetic analysis. Notably, there's been a marked increase in publications since 2009.
However, qualitative, experimental, cross-cultural, and longitudinal studies are
underrepresented. The absence of research using big data techniques was observed, and many
studies lacked strong theoretical foundations. The review underscores the need to explore the
gap between consumer attitudes and behaviours. It contributes a comprehensive overview of
sustainable fashion consumer behaviour literature, offering insights and identifying critical
areas for future research.

54
14. ECO-CLOTHING, CONSUMER IDENTITY AND IDEOLOGY.
Authors: Krishi Niinmaki (26March2010)

Summary:
This paper seeks to enhance our comprehension of eco-fashion consumption and the factors
influencing consumer purchasing decisions, specifically related to self-expression through
external symbols like clothing and fashion items. The study is grounded in design research and
material culture analysis, aiming to shed light on sustainable clothing. By drawing from
sociology and social psychology, the research examines how appearance, clothing, and fashion
are perceived within a societal framework. The paper adopts an interdisciplinary approach,
viewing eco-clothing as both cultural and design elements within the context of social and
sustainable development. These objects are seen as vehicles that interweave consumers' ethical
beliefs and principles, impacting how they shape their sense of identity through external
symbols. The work was published in 2010 by John Wiley & Sons, Ltd and ERP Environment.

15. CONSUMER BUYING AND CLOTHING BEHAVIOUR OF HINDU WORKING

WOMEN OF UTTAR PRADESH.

Authors: Mansi Bansal and Dr. Sangeeta Dewan(05April2010)

Summary:
The study delved into the consumer buying and clothing behaviour of Hindu working women
in Uttar Pradesh, with objectives centred around understanding their consumer behaviour,
clothing choices, and buying patterns. Through a comprehensive review of literature on
clothing practices, Hindu women's culture, and consumer behaviour, the research adopted a
survey method to gather data from Hindu working women aged 25 to 55 and belonging to the
middle-income group. The survey questionnaire, divided into sections covering buying
practices and clothing habits, was distributed among 500 respondents in workplaces like
schools, colleges, hospitals, and offices. The collected data underwent rigorous statistical
analysis.

The study's outcomes unveiled notable variations in the clothing practices of Hindu working
women, with a discernible inclination towards Western culture. Their clothing preferences
displayed a wide spectrum of colours, textures, prints, complemented by a substantial use of
accessories, jewellery, and cosmetics. Factors such as wardrobe planning and purchasing
frequency emerged as influential in their choices. Overall, the study provided insights into the

55
evolving preferences and behaviours of Hindu working women in Uttar Pradesh regarding
clothing and consumer practices.

17. TITLE: Psychological and behavioural drivers of online clothing purchase

Authors: RONOLDO E, GOLD SMITH (2012)

Summary:
The study aimed to investigate the factors influencing consumers' online clothing purchases as
the significance of online shopping continues to rise. By examining both demographic and
psychological characteristics, the research sought to uncover the driving forces behind buying
clothing online. The study involved 805 participants who shared their online clothing buying
habits, level of innovation and engagement in clothing and fashion, innovativeness in online
shopping, and extent of clothing purchases through catalogs. The results indicated positive
correlations between all these variables and the amount of online clothing purchases. However,
a multiple regression analysis revealed that being an adventurous online buyer and a frequent
catalog shopper had the most substantial impact on online clothing purchases. Surprisingly, the
findings suggested that online apparel buying is more influenced by innovative behaviour on
the Internet rather than innovative behaviour specifically related to clothing. This suggests that
consumers' tendencies to embrace new online shopping methods play a more significant role
in online clothing purchases than their innovative clothing preferences.

18. TITLE: SLOW FASHION CONSUMER BEHAVIOUR

Authors: Marina domingos and Silvia Faria (27January2022)

Summary:
This study delves into understanding the facets of Slow Fashion consumer behaviour,
encompassing values, attitudes, and motivations. Through a qualitative approach, the research
conducts an extensive review of 25 papers from Scopus and Web of Science databases, focusing
on the Slow Fashion concept. Employing content and bibliometric analyses, the study uncovers
five pivotal dimensions of Slow Fashion consumer behaviour: "ethical values," "sustainable
consumption," "consumer motivations," "consumer attitudes," and "sustainability awareness."
These dimensions are visually represented through a developed mind map, aligned with the
literature review's main conclusions. Despite limitations stemming from a paucity of relevant
literature, the study effectively identifies core concepts associated with Slow Fashion, enriching
the understanding of factors influencing consumers' purchasing choice

56
 CHPATER4
DATA ANALYSIS AND INTERPRETATION

1. Age
Age No of candidates percentage

16 to 19 12 12%

20 to 23 67 67%

24 to 30 14 14%

31 to 49 7 7%

Total 100 100%

Age

7% 12%
14% 16 to 19
20 to 23
24 to 30
31 to 49
67%

From the above analysis I am getting 100 out of these responses 67% are 20 to 23 age group
14% are 24 to 30 age group and 12 percentage are between 16 to 19 age group and 3% are
between 31 to 49 age group.

Above pie chart represents majority of customers are 20 to 23 age group people and there is
young age.

Max always focusses on young customer and the product varieties are high and the prices are
reasonable.

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2. Gender
S No Gender Total Percentage

1 male 63 63%

2 Female 37 37%

3 Total 100 100%

Gender

37%
male
Female
63%

From the above analysis are out of 100 responses I am getting 63 responses are male and 37
are female and the percentage of male was 63% and female was 37% these responses are taken
from the Max fashion store Vizianagaram.

Max having high collection of brands and varieties for male customers so male customer are
very high when compare to female customers.

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3. Marital status
S No Marital status total percentage

1 Unmarried 94 94%

2 married 6 6%

3 Total 100 100%

marital status

6%

Unmarried
married

94%

From the above analysis I am getting 100 responses out of these responses 94% responses are
Unmarried and 6% responses are married.

Max is focusing on Youth and the products of Max are very styilish. Max Fashion is known for
offering trendy and affordable clothing options. Unmarried individuals may appreciate the
affordability and fashionable choices available at the store.

Max Fashion typically carries a diverse range of clothing styles, from casual wear to formal
attire. This variety can appeal to individuals regardless of their marital status.

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4. Occupation:
S No Respondents No of responses Percentage

1 Students 83 83%

2 Salaried 10 10%

3 Business man 4 4%

4 others 3 3%

5 Total 100 100%

occupation

4%3%
10% Students
Salaried
Business man
others
83%

From the above analysis out of 100 responses 83 responses are students and 10 responses are
salaried and 10 responses are 4 are businessman 3 responses are others.

Students preferring Max fashion store because affordable prices, trendy style, variety’s,
frequent sales and offer, Inclusivity.

students who are busy with classes, assignments, and extracurricular activities, having a store
like Max Fashion that offers a range of clothing options in one place can be convenient.

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5. Income level
S No Respondents No of responses Percentage

1 Below 10K 66 66%

2 20K to 30K 21 21%

3 30K to 40K 6 6%

4 Above 40K 7 7%

5 Total 100 100%

Income level

7%
6%
Below 10K
20K to 30K
21%
30K to 40K
66% Above 40K

From the above analysis I got 100 responses out of these responses 66 responses income level
was below 10K and 21 responses income level was 20K to 30K, 6 responses income level is
30K to 40K and 7 responses Income level was above 40K.

As mentioned earlier, students often have limited financial resources. They might prioritize
spending on essentials like education, housing, and food, which could result in allocating a
smaller budget for clothing.

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6. Spending capacity

S No Responses No of responses Percentage

1 5K to 10K 75 75%
2 10K to 15K 17 17%
3 15K to 20K 3 3%
4 20K to 25K 5 5%
5 Total 100 100%

spending capacity

3%5%
5K to 10K
17%
10K to 15K
15K to 20K

75% 20K to 25K

From the above analysis I am getting 100 responses Out of these responses 75 percentage are
spending capacity was5K to 10K. 17% spending capacity between 10K to 15K, percentage
spending capacities 20K to 25K, 3% spending capacities 15K to 20K.

As mentioned earlier majority of Max customers are students so they often have limited
financial resources. They might prioritize spending on essentials like education, housing, and
food, which could result in allocating a smaller budget for clothing so 5K to 10K is their
spending capacity.

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7. Spending time
S No Respondents No of Responses Percentage

1 30Min to 1hr 74 74%

2 2hr to 3hr 18 18%

3 3hr to 4 hr 5 5%

4 Above 4hr 3 3%

5 Total 100 100%

spending time

5%3%
30Min to 1hr
18%
2hr to 3hr
3hr to 4 hr

74% Above 4hr

From the above analysis I am getting 100 responses out of these responses 74% response
spending their time between 30Min to 1hr’s, 18% of response are spending their time
between 2hr to 3hr’s, 5% responses are spending their time between 3Hr to 4Hr, 3% of
responses are spending above 4hr’s

The pie chart represents 74 percentage respondents spending on average 30 min to 1hr at Max
fashion store Vizianagaram. These respondents are very familiar and frequently in Max
fashions, so they know very well what the brands and variety and prices of various brand,
products at Max fashions due to this they are spending 30min to 1 hr at Max fashions.

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8. Visit max fashions
S No Respondents No of responses Percentage

1 Weekly 18 18%

2 Fortnightly 10 10%

3 Monthly 17 17%

4 Occasionally 55 55%

5 Total 100 100%

visit Max fashion

18%
Weekly

10% Fortnightly
55% Monthly

17% Occasionally

From the above analysis I am getting 100 responses out of the responses 55% was visit Max
occasionally, 18% responses are visit weekly, 17% customers are visiting, 10% responses are
visit fortnightly.

Many people visit fashion stores for special events or occasions coming up, such as weddings,
parties, or holidays. They look for outfits that match the theme or dress code of the events.
These respondents are very familiar and frequently visit Max fashion store, so they know very
well what discounts and offers are availability.

64
9. ON WHAT BASIS DO YOU PURCHASE MAX CLOTHS
S No Basis No of responses Percentage

1 Quality 58 58%

2 Brand 22 22%

3 Price 17 17%

4 collection 3 3%

5 Total 100 100%

3%
17% Quality
Brand

58% Price
22%
collection

From the above analysis I am getting 100 responses and out of these responses 58 respondents
are prefer quality for the Max products and 22 respondents are prefer Max branding and 17
respondents are prefer prices and 3 respondents are prefer collection of the branding.

Max Fashion store's products are perceived to be of high quality due to a combination of factors
such as careful sourcing of materials, attention to craftsmanship, adherence to industry
standards, and a commitment to providing durable and stylish items that align with customer
expectations and trends. These factors collectively contribute to the reputation of Max Fashion
store for offering products that meet or exceed customer quality standards.

65
10. Which season do you buy max products

S No Season No of respondents Percentage

1 Summer 50 50%

2 Rainy 5 5%

3 Winter 20 20%

4 Autumn 25 25%

5 Total 100 100%

season of buying

25% Summer
Rainy
50%
Winter
20% Autumn’s
5%

From the above analysis I am getting 100 responses from Max consumers out these responses
50% responses are prefer buying their cloths in Summer and 25% responses are prefer rainy
and 20% responses are buying cloths in winter and 5% responses are buying Autumns.

Consumers buy clothes in summer at Max Fashion store due to the need for lightweight,
comfortable, and stylish clothing suitable for warm weather. They seek trendy summer
collections, vacation outfits, special occasion attire, and often take advantage of sales and
promotions. Max Fashion's diverse options and seasonal offerings cater to consumers' desire
for functional and fashionable summer clothing.

66
11. What type of discounts you prefer at max

S No Type of discounts Respondents Percentage

1 Cash discounts 53 53%

2 Quantity 14 14%
discounts
3 Promotional 3 3%
discounts
4 Seasonal 30 30%
discounts
5 Total 100 100%

type of discounts

Cash discounts
30%
Quantity discounts
53% Promotional discounts
3%
Seasonal discounts
14%

From the above analysis I am getting 100 responses and out these responses 53% are prefer
cash discounts, 30% respondents are preferring seasonal discounts, 14 respondents are
preferring quantity discounts, 3% respondents’ promotional discounts.

Consumers prefer cash discounts in Max Fashion store because they offer immediate savings,
perceived value, and a budget-friendly approach. These discounts transparently lower the
purchase price, incentivize purchases, and empower consumers to make the most of their
budgets, all while enhancing loyalty and competitiveness for the store.

67
12.What kind of services do you like in Max
S No Types of services Respondents Percentage

1 Exchange services 37 37%

2 Billing services 19 19%

3 Customer 38 38%
interactions
4 Others 6 6%

5 Total 100 100%

Types of services

6%
Exchange services
37%
Billing services
38%
Customer interactions
Others
19%

From the above analysis I am getting 100 responses out of these responses 38% responses are
prefer customer interaction, 37% responses are preferring exchange services, 19% responses
are preferring billing services and 6% responses are other.

Consumers prefer exchange services in Max Fashion because they enable them to get the
right size, fit, or style, address defects, and adapt to changing preferences or trends. These
services enhance customer satisfaction, loyalty, and convenience by offering a flexible and
hassle-free way to modify purchases.

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13.Payment method
S No Payment methods Respondents Percentage

1 UPI 42 42%

2 Debit/ credit card 18 18%

payments
3 Wallets 5 5%

4 Hand cash 35 35%

5 Total 100 100%

Payments

UPI
35%
42% Debit/ credit card payments
Wallets

5% Hand cash
18%

From the above analysis I am getting 100 out of these 42% responses are prefer for their
payment to UPI and 35% prefer hand cash, 18% was preferring Debit/credit card payments,
5% was preferring wallet payments.
Consumers prefer UPI payments at Max Fashion stores because they offer convenience,
speed, and security. UPI allows direct transactions from bank accounts via mobile apps,
eliminating the need for cash or cards. With low fees, digital receipts, and rewards, UPI aligns
with the trend toward cashless, contactless, and technology-driven transactions.

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14. Brand preference at Max
S No Brands Respondents Percentage

1 Max own branding 63 63%

2 Peter England 27 27%

3 Sin 4 4%

4 Flying machine 6 6%

5 Total 100 100%

brand preference

4% 6%
Max own branding
Peter England
27%
Sin
63%
Flying machine

From the above analysis I am getting 100 responses and out of these responses 63% respondents
choosing Max own branding, 27% respondents are choosing peter England, 4% respondents
are choosing sin brand, 6% respondents are choosing Flying machine.

Consumers may prefer Max own branding because they offer often more affordable, offer
comparable quality, and are associated with trust on Max fashions. Additionally, they may
provide unique options, align with customer values, and foster brand loyalty.

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15. Type of cloths

S No Type of cloths Responses Percentage

1 Formals 50 50%

2 Casuals 40 40%

3 Sports wear 7 7%

4 Trendy wear 3 3%

5 Total 100 100%

types of cloths

7%3%
Formals
Casuals
50%
Sports wear
40%
Trendy wear

From the above analysis I am getting 100 responses out of these responses 50% percentage of
responses are preferring formals and 40% percentage of responses are casuals, 7% percentage
of responses are sportswear, and 3% percentage was trendy wear.

Consumers mostly buy formal wear and casual in Max Fashion due to its collection of stylish
and well-designed formal attire that aligns with professional and special occasions. Max
Fashion's formal wear is likely perceived as high-quality, affordable, and suitable for a range
of formal settings, making it a popular choice for consumers seeking elegant and appropriate
clothing options.

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16. On which occasion do you purchase Max products

S No occasion Respondents Purchase

1 Birthday 29 29%

2 Festival 35 35%

3 Offers season 31 31%

4 Party time 5 5%

5 Total 100 100%

Max products

5%
29% Birthday
31% Festival
Offers season
Party time
35%

From the above analysis I am getting 100 responses out of these responses 35% respondents
are prefer festival season for their shopping, 31% percentage of responses are preferred offers
season, 29% of responses are preferring birthdays, 5% of responses are preferring party time.

Customers buy clothes at Max Fashion during festival seasons because of the attractive special
collections, discounts, and offers. The store's festive-themed clothing, combined with cultural
relevance and social media influence, makes it a go-to choose for celebratory attire and gifting.

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17.Using Max points

S No Points usage Respondents Percentage

1 Using for discount 55 55%

2 Full redemption 13 13%

3 Promo 10 10%

4 Not use full 22 22%

5 Total 100 100%

max points

22%
Using for discount
Full redemption
10% 55% Promo
Not use full
13%

Above analysis I am getting 100 responses out of these responses 55% responses are prefer
their Max points for using for discounts, 22% respondents of Max points are Not use full,13%
responses are preferring full redemption, 10% of responses are preferring promo.

Consumers prefer using Max Fashion points over discounts because these points offer
flexibility and personalization. Unlike fixed discounts, Max points allow customers to choose
when and how to apply them, tailoring their savings to their specific shopping needs and
preferences. This customization enhances the shopping experience and adds value beyond
standard discounts.

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18. Highest amount you will be spend at Max
S No Amount respondents Percentage

1 Below 10K 76 76%

2 10K to 15K 17 17%

3 15K to 20k 5 5%

4 20K to 25K 2 2%

5 Total 100 100%

spend at Max

5%2%
17% Below 10K
10K to 15K
15K to 20k
20K to 25K
76%

From the above analysis I am getting 100 responses out of these responses 76% responses spend
below 10K, 17% percentage of responses spend between 10K to 15K, 5% of responses are
spent between 15K to 20K, 2% of responses are spent between 20K to 25K.

Customers spend under 10,000 at Max Fashion due to its affordability, catering to budget-
conscious shoppers seeking casual wear and seasonal updates. The store's regular sales, diverse
fashion options, and broad demographic appeal further encourage smaller, practical purchases,
making it an attractive choice for those who prioritize cost-effective shopping without
sacrificing style.

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19. Why shop at Max

S No Reason Respondents Percentage

1 Better service 30 30%

2 Best price 17 17%

3 Quality 43 43%

4 Customer service 10 10%

5 Total 100 100%

10%
30% Better service
Best price
Quality
43%
Customer service
17%

From the above analysis I mqa getting 100 responses oiut of these responses 43% of responses
are prefer quality of the products, 30% of responses are prefer service, 10% responses are
prefer customer service,17% responses are prfer best price.

Above pie chart represents Max Fashion prioritizes better quality products to provide customers
with lasting value and satisfaction. By offering durable and well-crafted items, the store aims
to build trust and loyalty among shoppers, ensuring that their purchases withstand regular use
and maintain their appeal over time. This commitment to quality enhances the overall shopping
experience, promotes positive word-of-mouth, and positions Max Fashion as a reliable
destination for stylish yet enduring clothing and accessories.

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20.Best thing at max store

S No Best thing Responses Percentage

1 Product variety 43 43%

2 Quality 31 31%

3 Offers 24 24%

4 Return policy 2 2%

5 Total 100 100%

Best thing at Max

2%
24% Product variety
43% Quality
Offers
Return policy
31%

From the analysis I am getting 100 responses out of these 43% of responses preference is
product variety and 31% preference is quality, 24% is offers, 2% is return policy.

Max Fashion offers a vast variety of products to cater to diverse customer preferences and
needs. By stocking an extensive range of clothing and accessories, the store ensures that
shoppers can find something suited to their style, size, and occasion. This wide selection
increases the likelihood of satisfying a broader customer base, encouraging repeat visits and
purchases. Additionally, the diverse product range enables Max Fashion to stay on top of
changing fashion trends, offering customers the latest choices and maintaining its appeal as a
one-stop shop for various clothing options.

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21.When was you consider max

S No Consideration Responses Percentage

1 Every time 25 25%

2 Offers time 31 31%

3 Festive time 30 30%

4 Seasonal time 14 14%

5 Total 100 100%

14% Every time

25%
Offers time
30% Festive time

31% Seasonal time

From the above analysis I am getting 100 responses out of these responses 31% responses are
buying their cloths on offers time, 30% responses are buying their cloths on festive time, 25%
responses are buying their cloths on every time, 14% responses interest to buying their cloths
on seasonal time.

People opt for Max Fashion when shopping for clothes due to its combination of affordability,
stylish options, and quality. The store's wide range of sizes and styles, along with regular
discounts, caters to various preferences and budgets. This makes Max Fashion a favoured
choice for individuals looking to stay fashionable without overspending.

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22. Who refers you max

0 Referrals respondents Percentage

1 Friends 49 49%

2 Family 30 30%

3 Alone 19 19%

4 Others 2 2%

5 Total 100 100%

2% Friends
19%
Family
49%
Alone
30% Others

From the above analysis I am getting 100 responses out of these responses 49% responses
reference was related to friends, 30% responses are related families, 19% responses are taken
self-decisions, 2% responses are others.

Friends' references play a role when buying clothes at Max Fashion due to the trust and personal
connection they bring. When friends recommend the store, it adds a level of assurance
regarding the quality, affordability, and fashion options. Word-of-mouth endorsements make
the shopping decision easier, especially when considering the store's diverse range and budget-
friendly offerings. Such references create a positive impression, encouraging individuals to
explore Max Fashion with confidence, making shopping experiences more enjoyable and
reliable.

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 CHAPTER 5
Summary, findings and suggestions

79
 SUMMARY
Consumer buying behaviour:
Consumer buying behavior is a complex process that is influenced by a variety of factors and
it was refers to the actions and decision-making processes that consumers go through when
purchasing goods and services. The needs consumer buying behavior categorized into several
factors these are need recognition, information search, evaluation of alternatives, purchase
decision, post- purchase evaluation.

By understanding the consumer behavior, business can create a better experience. By offering
products and services that meet customer needs and preference, business can increase customer
satisfaction and loyalty.

7. Effective marketing strategies:

knowledge of consumer Behavior helps

businesses develop targeted marketing strategies. By understanding consumer needs,

preferences and motivations, Companies can create advertisements and promotions that
reasons, with their target at audience, increasing like hood of successful companies.

8. Product development and innovation:

by understanding consumer preferences, business can identify gaps in the market and develop
new product or importance existing ones. This consumer- centric approach leads to products
that better meet customers demand and exceptions.

9. Marketing segmentation:

consumer buying behavior data allows business to segment the market effectively. By dividing
consumers into distinct groups based on their characteristics and behavior, companies can
customize their marketing efforts to address the specific needs of each segmentation.

10. Pricing strategies:

consumer behavior insights help business determine the optimal pricing strategy.
Understanding how consumer perceives value and respond to different price points helps
companies set competitive prices and maximize profitability.

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 11. Competitive advantage:

Understanding consumer behavior can provide a competitive advantage business that truly
understand their consumer can differentiate themselves from compotators by offering unique
and personalized experiences, fostering strategies brand loyalty.

12. Customer- centric approach:

Emphasizing consumer behavior encourage a customer centric approach to business. Putting

the customer at the center of all decisions and strategies helps build stronger relationships and
culture of continuous improvement.

GROWTH PROSPECTS OF RETAIL INDUSTRY IN INDIA: -

• Global Scenario of Retailing – Globalization has and is one of reasons for the growth of
retail in INDIA. Retailing today can be said as a perceived expression of consumer
requirements in a society. As society differs from place to place and Retailers as
successfully managed to understand these requirements and are trying to fulfil the same.
Today’s market is a MERGERS AND ACQUISION type of market for the survival in this
competitive market. Hence, for survival MNC’s are joining hands with the local players.

• Emerging trends and patterns of Retail Markets in INDIA – as mentioned above INDIAN
retail market is of radical and dynamic in nature. With FDI approval in INDIA there have
been new ways of executions in terms of retail formats like hypermarkets. Internet also
provides a great platform for Retail players to explore new opportunities and customers.

• Favorable Government policies – following the global trend the INDIAN retail market has
gained a momentum over a last few years. It is believed that INDIA is partly successful in
going International and as a consequence of this there will be a rise in organized retail sector
in INDIA. New Economic policy has given a new dimension to the fast-growing prospects
of retail in INDIA.

What are effects of the Consumer behaviour?

Consumer behaviour has far-reaching effects on businesses, markets, and the economy as a
whole. Understanding how consumers make decisions, what influences their choices, and how
they interact with products and services is crucial for businesses to develop effective strategies
and succeed.

81
1. Business Strategy and Decision-Making:
Consumer behaviour insights guide businesses in making informed decisions about product
development, pricing, marketing, distribution, and overall business strategies.

2. Product Innovation:
Consumer preferences and needs drive product innovation and development. Businesses that
closely monitor consumer behaviour can create products that align with market demand and
stand out from competitors.

3. Marketing and Advertising:

Consumer behaviour data helps businesses tailor their marketing messages, advertising
campaigns, and promotional efforts to resonate with their target audience, leading to higher
engagement and conversions.

4. Sales and Revenue Generation:

Consumer behaviour directly impacts sales and revenue. Businesses that cater to consumer
preferences are more likely to experience higher sales and profitability.
5. Market Segmentation:
Consumer behaviour analysis enables businesses to segment their market based on
demographics, psychographics, and behaviour, allowing for more targeted and effective
marketing strategies.

6. Customer Experience:
Positive consumer experiences lead to increased customer satisfaction, loyalty, and positive
word-of-mouth, all of which contribute to business growth and success.

82
 Findings
The following are the major findings of study

1. Majority of my responses age group between 20 to 23 that is 67% and the age group are
students so Max having huge varieties in that age group.
2. Most of the responses belongs to male category that is 63%.
3. Best part of respondents belongs income level is below 10K that is 66%.
4. I am getting 100 responses out of these responses 75% of responses spending capacity was
between 5K to 10K.
5. In my study I was found the many of respondents purchase at Max because the of product
is good quality.
6. My analysis represents 50% of consumers are prefer Max buying for their products at
summer.
7. The majority of customers prefer cash discounts at Max Fashion stores because these
discounts offer immediate and tangible savings on their purchases.

8. I was found majority of respondents while doing transactions at Max fashions are UPI
mode that was 42% and hand cash payment methods for their billing process and it was
42%&35%, and remaining 18 and 5 percentages are preferring Credit/Debit card and
wallet payments.
9. Customer interaction and exchange services are the best services at Max fashions.
10. In my analysis 49 percentage of consumer influenced by their friends to buying the products
at Max fashion.

83
 SUGGESTIONS
The following are major suggestions on my study.
1. I was analysed my 100 respondents out of these respondents 67% of respondents are between
20-23 age group people and between 24-30 age group% was 14 followed by 12%&7%was 16
to 19, 31-49 age groups.
Generally Max fashion was target to youth so majority of customers are between 20-30 age
groups are 74%.
My suggestion is according 2021 population analysis of India 50% population in India is youth
so max focusing on half of the population I recommend consider the entire population.

2. I found majority of the male respondents to prefer Max fashions comparing with female
respondents. Due to this, I want to give suggestion to max fashions, the store need to offer more
varieties to the female customers.
In Indian statistics consumption level of female customers are more than males in this
regarding the store need to balance both female and male apparels.

3. Those who are having income level was 10K is 66%, after found this element I want to
recommend max fashions the varieties which is offered by Max think about these category of
income people.
Generally max fashions offering quality material with a little high price.

4. Almost 75% of respondents spending capacity was between 5K to 10K, it was play key role on
sales at Max fashions.
According to ministry of statistics and programme implementation (MoSPI) the individual
spending capacity increase day by day so Max as focusing on their strategies and improve their
customer spending value through customer interaction, sales, offers, promotion and other ways.

5. Max Fashions products are associated with good quality due to factors such as careful sourcing
of materials, meticulous manufacturing processes, effective quality control, thoughtful design
and development, responsiveness to customer feedback, and a commitment to maintaining a
positive brand reputation. This emphasis on quality ensures that their products are durable,
functional, and provide value for customers' money.

84
6. Customers prefer shopping at Max Fashion during summer due to the availability of seasonal
clothing, including light fabrics and comfortable designs like shorts and dresses. Max Fashion
introduces new and stylish summer collections, offering a diverse selection of trendy outfits.
Additionally, potential sales and discounts during this season attract customers looking to
update their wardrobes for the warmer weather. So, I recommended to Max fashions customer
habituate to buying at summer so Max is focusing on other seasons and imp rove their
collections and promotions on the reaming seasons.
7. Cash discounts are easy to understand, provide a perceived value, and give customers the
flexibility to allocate saved money elsewhere. This type of promotion appeals universally
and helps customers manage their budgets effectively while obtaining desired products from
the store. my advice is majority of consumers are preferring cash discounts and seasonal
discounts so Max is continuing this discount strategies and focusing also another discounts.

8. I want to recommended to Max fashions at Vizianagaram they offer different price ranges to
customers because the majority of respondents spending their money but Max provides
different types of billing process almost 77 percentage are preferring UPI payments and cash
discounts. I was recommended to Max because Credit and debit cards offer substantial
discounts and promotions in India due to the country's push toward digital payments,
partnerships between banks and merchants, competition for customer acquisition and
retention, revenue generation from increased transaction volume, data-driven personalization
of offers, and the convenience and flexibility provided by card payments so max is awareness
to the loyalty customers to promote billing process on card payments.

9. Customers prefer interaction and exchange services at Max Fashions because they value
personalized assistance for product selection and queries. Human interaction offers a sense of
connection and enhances the shopping experience. Additionally, exchange services provide
convenience and flexibility for returns or swapping products, contributing to customer
satisfaction.
I recommended to max fashion ns to focusing on other services like billing service and
collecting feedbacks from the customers and correcting the feedback results.

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10. Friends influence buying decisions at Max stores due to their trusted recommendations,
shared shopping experiences, social proof, fashion advice, the fun of shopping together, and
the impact of peer influence in following trends or styles.
My suggestion is majority of the Max customers are students so they always interacting
with their friends and give suggestions for Max products so Max focusing on students and
provide benefits and special offers for students.

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CONCLUSION:
From the above findings the following conclusion on consumer buying behaviour with regards
to max fashion. Max having loyalty customers and almost every customer need was satisfied
on store. Max having many other brands but customers are preferring Max own branding
because the quality and durability of the products are good. Max is promoting seasonal wise
products.

The purchase intention of consumer influenced by friends, family and self-made decisions. The
consumer enjoys shopping mostly on friends and family members. Quality, quantity,
comfortable, brand is the main criteria. Which affects their buying behaviour towards fashion
apparels. Even like demographic factors like gender, age, and don’t have any impact on the
buying behaviour of the consumer fashion apparels.

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 BIBLIOGRAPHY

text books:
1. Ramanuj Majumdar (2011). Cosnumer buying behaviour insights of Indian markets
2. Roger D. Black well (2012), consumer Behaviour, 9/E: Cengage New Delhi
Weblinks
1. https://www.researchgate.net/profile/Ramya-
N/publication/316429866_Factors_affecting_consumer_buying_behavior/links/58fd7
b5e0f7e9ba3ba55f83c/Factors-affecting-consumer-buying-behavior.pdf
2. https://www.ripublication.com/gjfm-spl/gjfmv6n9_05.pdf
3. https://www.researchgate.net/publication/326241602_Consumer_buying_behaviour_T
he_roles_of_price_motivation_perceived_culture_importance_and_religious_orientati
on
4. https://shodhganga.inflibnet.ac.in:8443/jspui/handle/10603/346864
5. https://www.researchgate.net/publication/354424128_Effects_of_Consumer_Demogra
phic_Variables_on_Clothes_Buying_Behaviour_in_Borno_State_Nigeria
6. https://scholar.google.com/citations?user=HXFCqtEAAAAJ&hl=en&oi=sra
7. https://www.inderscienceonline.com/doi/abs/10.1504/IJADS.2021.112932
8. https://www.mdpi.com/2071-1050/14/5/2860
9. https://www.um.edu.mt/library/oar/handle/123456789/82079
10. https://www.maxfashion.in/in/en/
Websites:
1. https://www.investopedia.com/terms/c/consumer-theory.asp
2. https://en.wikipedia.org/wiki/Consumer_behaviour
3. https://byjus.com/commerce/theory-of-consumer-behaviour

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 ANNEXURE

Factors influencing the consumer buying behaviour: The respondents I would like to bring your
kind notice that I am doing MBA marketing project for this topic. Factors consumer buying
behaviour in Max fashions I am from MVGR college of Engineering Vizianagaram. The
information is collecting. In this survey will be used. For the academic purpose and would be
kept confident, confidential I request you spend your precious time to complete the questionary.
Your cooperation regarding will I appreciate highly appreciated.
Personal details
1. Name

2. Gender
(A) Male
(B) Female

3. Age
4. Marital status
A) Unmarried
B) Married

4. Occupation
A) Student
B) Salaried
C) Business Man
D) Others

5. Income level
A) Below 10K
B) 20K to 30k
C) 30K to 40K
D) Above 40K

6. Spending capacity
A) 5K – 10K
B) 10K – 15K
C) 15K – 20K
D) 20K – 25K

7. Average spending time

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 A. 30Min- 1hr
B. 1hr – 2hr
C. 2hr-3hr
D. Above 4hr

8. How often do you visit Max fashion

A. Weekly
B. Frightenedly
C. Monthly
D. Occasionally
9. On what basis do you purchase cloths
A. Quality
B. Brand
C. Price
D. Others

10. Which season you buy at Max

A. Summary
B. Rainy
C. Winter
D. Autumn

11. What type of discounts do you influence Max

A. Cash discounts
B. Quantity discounts
C. Promotional discounts
D. Seasonal discounts.

12. What kind of service do you like Max

A. Exchange service
B. Billing
C. Customer interactions
D. Others

13. What type of payments you prefer at Max

A. UPI
B. Debit/credit card
C. Cash
D. Wallet

14. which brand do you prefer at Max

A. max own brand
B. Peter England
C. Sin
D. Flying machine

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15. What type of cloths do you prefer.
A. Formals
B. Casuals
C. Sports wear
D. Trendy wear

16. On which occasion do purchase at Max

A. Birthday
B. Festival
C. offers season
D. Party time

17. How your using your Max points

A. Using for discounts
B. Full redemption
C. Promo
D. Not use full

18. Why you shop at Max

A. Better service
B. Better price
C. Quality
D. Customer service

19. What was the best thing at Max

A. Product variety
B. Offers
C. Quality
D. Return policy

20. When was do you consider Max

A. Every rime
B. Offers time
C. Festive time
D. Seasonal time

21. Who refers of Max products for purchase

A. Friends
B. Family
C. Alone
D. othe

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