Impact of advertising on buying behavior of youth in Kota city with special reference to branded outfits

There are numerous fashion designers of India which have distended into famous brands not only in the country but in the world which has given more improvement to the Indian fashion industry. Consumers’ attitude is changing with the present scenario, as the hoisting of tailoring costs and comparatively less charges of branded outfits; they are increasingly being attracted towards ready-mades. Ready-mades of specific brands have become not only a status symbol; these have brought a more latest style in offices as much as in social circles. According to Fashion Design Council of India (FDCI), that apparels created by Indian designers are going to play a major role in the growth of the apparel industry in the next few years. These changes will have far-reaching implications for designers, manufacturers, and retailers targeting the Indian apparel market. Spanish fashion giant Inditex (Zara) has announced plans to enter India this year. Fast Retailing (Uniqlo) has pegged 2012 for market entry. The growth rate of the fashion market as per consumers’ attitude for branded apparels in future that would increase drastically by more than 10-15% as compare to past in just 10 years . Traditionally, Indians preferred dresses stitched by local tailors catered exclusively to local demand. The growing awareness of brands since 1980s and the convenience offered by ready-to-wear garments were largely responsible for the development of the branded apparel industry in India (Indian Retail Report 2010).
Other factors affecting to its growth are considered as better purchasing power in the hands, access to fashion trends outside the country, and the superior quality of fabrics available in the fashion market. 1990s witnessed a drastic change in the overall economic environment of the country which is described liberal trade and new investment policies. It was seen the effects of such liberalized polices in the clothing industry also. After liberalization of Indian economy, there emerged more than 100 leading brands that jostled for consumer mind space. Today, Indians are more inclined than consumers in other markets to buy apparel for a specific purpose. Indeed, 38 percent of Indian respondents to a recent McKinsey study said they were highly likely to buy apparel for special events, a significantly higher proportion as compare to Brazil (5%), Russia (3%) or China (6%). The growth of the Indian and global fashion designers has encouraged the branded apparel market additionally. Designers do annual business of $ 250 million. Formerly, readymade market was restricted to some limited extant only like, baby dresses and shirts, but currently, it has extended to all kinds of outfits and fashion clothing for men and women also. In the perspective of clothing, people express themselves through consumption in an innumerable ways. Similarly, executives determine the consumers’ perception regarding a particular product and brand due to the skill of communication with customers differently. In gender perspective, for building individuality, a reasonableness of attainment and recognition for fashion conscious people, brands are perceived essentially in Separate outlook the information for which can be made available through market segmentation in which analysis can be done in a profound way to find out differences in shopping behavior. Market Segmentation is defined as the process of dividing a market into district subsets of the consumers with common needs or or characteristics and the selecting one or more segments to target with a distinct marketing mix. Segmentation studies are designed to discover the needs and wants of the specific groups of the consumers so that the specialized goods and services can be developed and satisfy each groups need. The purpose of this research is to investigate buying behavior which constitutes expenditure, independence and frequency as regards males and females. In this competitive era marketer must be fully aware about the customer needs distinctly and separately as two groups males and females as regards what are they expecting from a brand, how they differ in their buying behavior, factors which push them to purchase a particular brand, their total outlay, shopping frequency etc to attain a competitive edge. This vital information can help the companies to formulate the strategies as per the customer needs & deliver them the products which consumer want from the company which will be profitable for the company embedding gender perspective. Retailers and marketers should understand the immense diversity among consumers if they are to market apparel accurately and successfully. The textile and apparel industry is one of the leading segments of the Indian economy and the largest source of foreign exchange earnings for India. This industry accounts for 4 percent of the gross domestic product (GDP), 20 percent of industrial output, and slightly more than 30 percent of export earnings. The textile and apparel industry employs about 38 million people, making it the largest source of industrial employment in India. The study identifies the following structural characteristics of India’s textile and apparel industry. India has the second-largest yarn-spinning capacity in the world (after China), accounting for roughly 20 percent of the world’s spindle capacity.