Author(s):
Samuel Wesley D, Aditi Galada, Ambuj Deepak Gautam
Email(s):
samuel.wesley@nift.ac.in , dswesley@gmail.com , aditigalada@gmail.com
DOI:
10.52711/2321-5763.2022.00054 
Address:
Samuel Wesley D1, Aditi Galada2, Ambuj Deepak Gautam3
1Professor, National Institute of Fashion Technology, Chennai, India.
2,3BFTech Alumni, National Institute of Fashion Technology, Chennai, India.
*Corresponding Author
Published In:
Volume - 13,
Issue - 4,
Year - 2022
ABSTRACT:
Staying up to date on the current market trends, meeting customer requirements and having knowledge of strategies and offerings of competitor brands is extremely crucial for a brand to survive in today’s competitive world. With globalization, consumers have myriad choice and are extremely selective while making purchase decisions. With various apparel giants witnessing high fluctuations in their performance in the past few years it is evident that the market changes over time but the only this constant is customer’s quest for quality product. To find out the factors affecting the Indian customer’s buying decision, a statistical factor analysis was carried out which uncovered five prominent factors that affected sales of a garment is arrived, namely FIT, Assortment, Perceived Value, Characteristics and Prolongation. All these five factors affecting sales were authenticated by the statistical Reliability Test.
Cite this article:
Samuel Wesley D, Aditi Galada, Ambuj Deepak Gautam. Application of Factor Analysis to Identify the Factors affect the Apparel Purchase Decision of Indian Customer. Asian Journal of Management. 2022;13(4):330-4. doi: 10.52711/2321-5763.2022.00054
Cite(Electronic):
Samuel Wesley D, Aditi Galada, Ambuj Deepak Gautam. Application of Factor Analysis to Identify the Factors affect the Apparel Purchase Decision of Indian Customer. Asian Journal of Management. 2022;13(4):330-4. doi: 10.52711/2321-5763.2022.00054 Available on: https://ajmjournal.com/AbstractView.aspx?PID=2022-13-4-9
REFERENCES:
1. Shin, Eonyou, "Exploring consumers' fit perceptions and satisfaction with apparel fit in general" (2013). Graduate Theses and Dissertations. 13184
2. Ashdown, S. P. (2000). Introduction to sizing and fit research. Clemson, SC: Clemson Apparel Research.
3. Beazley, A. (1999). Size and fit: The development of size charts for clothing - Part 3. Journal of Fashion Marketing and Management, 3(1), 66-84.
4. Brown, P., Rice, J. (2001). Ready-to-wear apparel analysis. Upper Saddle River, NJ: Prentice Hall.
5. Chattaraman, V., Rudd, N. A. (2006). Preferences for aesthetic attributes in clothing as a function of body image, body cathexis, and body size. Clothing and Textiles Research Journal, 24(46), 46-61.
6. Esterberg, K. G. (2002). Qualitative methods in social research. Boston: McGraw-Hill.
7. Fan, J., Yu, L., Hunter, L. (2004). Clothing appearance and fit: Science and technology. Cambridge, England: Woodhead
8. Field, A. (2005). Discovering statistics using SPSS. Thousand Oaks, CA: Sage Publications.
9. Frost, K. (1988). Consumer’s perception of fit and comfort of pants. (Unpublished master’s thesis), University of Minnesota, St. Paul.
10. Jourard, S. M., Secord, P. F. (1955). Body cathexis and personality. British Journal of Psychology, 46, 130-138.
11. Kim, H., Damhorst, M. L. (2010). The relationship of body-related self-discrepancy to body dissatisfaction, apparel involvement, concerns with fit and size of garments, and purchase intentions in online apparel shopping. Clothing and Textiles Research Journal, 239-254.
12. Kinley, T. R. (2010). Fit and shopping preferences by clothing benefits sought. Journal of Fashion Marketing and Management, 14(3), 397-411.
13. https://www.investindia.gov.in/sector/textiles-apparel#:~:text=Textiles%20and%20garments%20industry%20is,%2C%20yarn%2C%20fabric%20to%20apparel.
14. Statista Research Department 2019, Indian Menswear Apparel Market, viewed 15 Feb 2020, < https://www.statista.com/statistics/share-of-men-s-apparel-market-by-category-india/>
15. Philip Kotler (2011). “Kotler on Strategic Market Research” 14th Edition Chapter-4, Page 59
16. Kala, M. (2015). To study gaps and customer perception for Menswear Private Label. Mumbai.
17. Lew, M. Y. (2015). Analysis of Merchandise Mix of the brand-Honey and Competitive positioning of the brand- Candies. Mumbai.
18. Adepeju Abimbola Opaleye, Adekunle Kolawole, Oliver Ekepre Charles-Owaba (2019). Application of Fuzzy Clustering Methodology for Garment Sizing. American Journal of Data Mining and Knowledge Discovery. Vol. 4, No. 1, 2019, pp. 24-31