A JOURNAL OF COMPOSITION THEORY
ISSN : 0731-6755
An Empirical Study on the Indian kids apparel market
Prof. (Dr.) V.M Tripathi
Graphic Era Hill University
Dehradun
Dr.Ambica Prakash Mani
Associate Professor
Graphic Era Deemed to be University
Dehradun
Nishant Chaturvedi
Assistant Professor, Uttaranchal University,
Dehradun.
Abstract
Life is meant to be delighted with and is unquestionably too short to even think about dressing
up in boring, and uninteresting manner for everyone and all the more for children. Kids wear
market is predominantly unorganized capturing huge volumes, growing at a rapid rate with lots
of changes in the design, taste and trends. Kids apparel wear is for children between 1 and 14
years of age. This study explores the kids wear industry and the buying behaviour. The
empirical evidence is collected over a sample of 205 respondents and their preferences are
studied. The study confirms that there is a shift in the purchase behaviour. Online mode of
purchasing is gaining popularity as well as acceptance. The branded segment is surely growing
but the local vendors still hold important place for a large proportion of the buyers.
Keywords: Kids apparel, marketing mix, purchase behaviour
Introduction
With the overall retailing scene in India undergoing a face lift the kids apparel market is also
moving towards an international look with kids becoming more trend conscious and parents
more socially conscious to showcase the kids in smart and new outfits especially when trending
over the social media platform. Cotton is playing the main role in the kids wear. Kids fashion
industry has grown tremendously over the past few years. Gone are the days when children used
to have one or few sets to wear and buying was limited to marriages and festivities. In the last
few year kids wear with cartoon characters became very popular. The focus was on colours and
the popularity of cartoon characters like Doremon, Mickey, Chotta Bheem was a result of the
popularity of the television shows. Currently the children style is winding up in an enormous
way, getting all the consideration from designers, organizations and of course the guardians.
Kids' apparel is frequently more easy-going than grown-up dress, fit for play and rest. The days
are gone when kids used to wear everything and anything that their folks used to buy for them
from the neighborhood hosiery stores. Presently kids dependably need to be wearing stylish
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garments as they need to be an elegant child. The children these days wear different types of
clothing, often the result of their own decision and have their own preferences and top picks.
Children wear has a great deal of variety that incorporates various styled garments, nightwear,
part wear clothing, rompers, tops, sewed kids wear market is no longer simple.
Childhood is the learning phase of life, it is the most beautiful phase where parents want the
children to take up good things in life; develop a good taste of everything and this sensitivity is
reflected in today kids who are very conscious about dressings and their appearance. According
to TECHSCI RESEARCH REPORT (2016),Indian kids apparel market is forecasted to grow at
a combined annual growth rate (CAGR) of over 12% during 2016-2021, on account of
increasing spending of consumers on health and lifestyle products. Changing consumption
pattern of Indian households and growing preference for ready to wear is projected to boost
growth in India kids apparel market. Rising disposable income level of consumers, improving
standards of living and rising number of dual income households are anticipated to increase
spending on kids apparel. Parents are increasingly opting for branded kids apparel.
Indian kidswear market is one of the fastest growing segments in the overall apparel market.
Several reasons are huge population between the age of 0 to 14 years making it an ideal
segment for different brands. 27% of the overall sales is contributed by the kids wear
according to Sundeep chugh, CEO and MD for India of Benetton. (Source: Times Business,
Times of India, dated 22.8.2019). The growth of income levels, trend as well as brand
consciousness in the middle class is further driving the growth.The shift towards organized
retail and penetration of mass media like satellite TV has increased fashion consciousness not
only in metro towns but to tier II and tier III cities as well. Further the penetration of internet
services and availability of e-commerce websites has enabled the common people of the
country to access latest trends and fashion.
Literature Review
The Indian kidswear market is somewhat skewed towards boyswear due to the fact that more
than fifty percent boy’s population is between age 0 to 14. The boys wear is less diversified
compared to girls market. As majority of the Indian market is rural, ethic wear in rural India
contributes to major share in the Indian girl’s wear market. But with the increase in spending on
the girl child, the girls wear market is expected to catch up with the boys wear market in the near
future. It is expected that the girls wear market will grow at a combined annual growth rate of
11% over the next decade, while the boys wear market will grow at 10%.
Today India has emerged as global hub for kidswear which led to a huge inflow of local, national
and international players. It is not only the brands but a number of private labels and designers
exploring the kids wear segment. The trend in the Indian fashion industry is in a state of
transition, the shift is towards corporatized retail from unorganized format.
Sarah et al (2003) in their study investigated retail influence on decision making of the parents
and the kids using empirical evidence and concluded that parents were most influential in
deciding which clothes to be bought but the children also exerted strong influence.
Jill Ross (2004) found that the perception towards the brands were different in parents and their
children. Older children were found to be aware of the importance of branding in enhancing self
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esteem and acceptance among the peer group. Xiaopeng et al (2004) studied the preference in
children’s wear aged 0 to 14 years and analysed eight attributes relevant to children’s wear and
their relative importance. Quality and style were found to be the most important attributes in
purchase decision of kid’s wear. It was found that consumers with different demographic
background would place different importance to these attributes in making purchase decision.
When considering quality; comfort and workmanship were most cared for in kids wear.
Isabel et al (2005) examined the key influences in purchase behaviour of clothing amongst 12-13
year old girls and found that parental and peer group approval along with brand name play a key
influence. The girls in this age group look forward to social approval for the choice of clothes
that they make.
Ying (2010) explored behaviour of kids in China and found that the Chinese children regard
television commercials as an important source of information, however they consider their
parents as most credible and often the decision is based on the parents advice.
According to Mani et al. (2014), buying for branded kids wear is more popular among young
people falling in the age of 26 to 35 years. Male buyers prefer the branded kids wear more than
females. Married people buy more than the unmarried ones. Brand consciousness is more
pronounced with better educationally qualified respondents. Income is not a constraint in the
purchase behaviour of branded kids wear, however the frequency of shopping is limited to
festivals and other occasions like festivals. The average expenditure on kidswear is between Rs.
1000 to Rs.2500. The most popular brand choice amongst the respondents is “Lilliput”. The
study further concludes that the trusted source of information is from friends and family
members. This is given great importance whole buying kidswear. People have also expressed
their willingness to buy banded kids wear for gifting as well as for their own kids. The
satisfaction with the brands is found to be high as only less than third of the respondents consider
switching brands and more than half want to change their current purchase solely due to price
factors. “Exclusive Stores” selling particular brands are found to be the most preferred place of
purchase.
Pandya, Mehal (2016) concluded that in the buying decision of kids apparel many socializing
agents play a key role, however the final decision is taken by parents and children themselves.
Research Methodology
The research paper is exploratory in nature, using both primary and secondary source.
Convenience sampling is adopted. The data is collected using online questionnaire administered
to 240 people. 205 completely filled questionnaires were received back. Statistical Package for
Social Sciences (SPSS) version20 is used for data analysis. The questionnaire also consisted of a
section of open ended questions where the respondents were encouraged to write their opinions
about the social influences attached with kids wear and. The objectives is to explore the buying
behaviour of the consumers towards kids apparels and to understand the kind of products
consumers prefer in this segment, along with other details regarding purchase pattern like the
place and mode of purchase. The study also explores the demographic characteristics of the
buyer as well as the social influences on the buying behaviour.
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Data Analysis
Table 1 shows the age of the buyers. It is found that 52.7 percent of the buyers are less than 25
years of age. 22.9% fall in between 26-35 years, 14.1 % between 36 to 45 years and 10.2%
above 46 years.
Table 1: Age
Valid
below 25
26-35
36-45
46 and above
Frequency
108
47
29
21
Percent
52.7
22.9
14.1
10.2
Valid Percent
52.7
22.9
14.1
10.2
Total
205
100.0
100.0
Cumulative Percent
52.7
75.6
89.8
100.0
Table 2 shows the gender of the respondents. It is found 68.3 percent of females buy kids wear
and 31.7 percent of males.
Table 2: Gender
Valid
Male
female
Frequency
65
140
Percent
31.7
68.3
Valid Percent
31.7
68.3
Total
205
100.0
100.0
Cumulative Percent
31.7
100.0
Table 3 shows marital status of the respondents buying kids wear. It is found that 36.6 percent of
unmarried people are found to purchase kids wear in comparison to 63.4 percent of married
people.
Table3: Marital status
Valid
unmarried
married
Total
Frequency
75
130
Percent
36.6
63.4
Valid Percent
36.6
63.4
205
100.0
100.0
Cumulative Percent
36.6
100.0
The educational qualification of the sampled respondents is shown in Table 4. It is seen that 17.6
percent are intermediate qualified, 40 percent are undergraduates, 24.4percent are post graduates,
18percent are professionals.
Table 4: educational qualification
Valid
Intermediate
undergraduate
post graduate
professional
Frequency
36
82
50
37
Percent
17.6
40.0
24.4
18.0
Valid Percent
17.6
40.0
24.4
18.0
Total
205
100.0
100.0
Cumulative Percent
17.6
57.6
82.0
100.0
Table 5 shows the family income of the surveyed buyers of kids wear.16.6 percent have income
upto 2 lakhs per annum, 33.2 percent have income between 2 to 5 lakhs per annum, 30.2 percent
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have income between 5 to 10 lakhs and 20 percent have income above 10 lakhs on an annual
basis.
Table 5:Family Income
Valid
Frequency
Percent
Valid Percent
Upto 2 lakhs per annum
2 to 5 lakhs per annum
5 to 10 Lakhs per annum
above 10 lakhs per annum
34
68
62
41
16.6
33.2
30.2
20.0
16.6
33.2
30.2
20.0
Total
205
100.0
100.0
Cumulative
Percent
16.6
49.8
80.0
100.0
Table 6 shows the end user for whom the purchase is made for. 36.6 percent of sampled
respondents buy apparel for their kids, 39.5 percent buy for relative’s kids, 9.3 percent buy for
friend’s kids and 14.6 for all or others.
Table 6: End user
Valid
own kids
relative's kid
friend's kid
All/ others
Frequency
75
81
19
30
Percent
36.6
39.5
9.3
14.6
Valid Percent
36.6
39.5
9.3
14.6
Total
205
100.0
100.0
Cumulative Percent
36.6
76.1
85.4
100.0
Table 7 explains the most preferred place for purchase of kids apparel, 39 percent prefer local
vendors, 23.4 percent prefer retail stores,24.9 percent have expressed their preference for online
sources and 12.7 percent prefer branded stores.
Table 7: most preferred place of purchase of kids apparel
Frequency
Percent
local vendor
80
39.0
Retail stores
48
23.4
online stores
51
24.9
Valid
branded stores
26
12.7
Total
205
100.0
Valid Percent
39.0
23.4
24.9
12.7
Cumulative Percent
39.0
62.4
87.3
100.0
100.0
Table 8 shows the different brands as expressed as preference by the buyers.. It is found that Gini
and Johny is the most preferred brand with 23.4 percent, followed by Liliput as opted by 21
percent, mom and me (11.7%), catmoss (10.7%), first cry (5.4%). 25.4 percent prefer local
brands.
Table 8: most preferred brand for kids apparel
Brands
Frequency
Liliput
43
catmoss
22
Valid
mom and me
24
Gini andJohnny
48
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Percent
21.0
10.7
11.7
23.4
Valid Percent
21.0
10.7
11.7
23.4
Cumulative Percent
21.0
31.7
43.4
66.8
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Chico
Ajio
first cry
other local brand
2
3
11
52
1.0
1.5
5.4
25.4
1.0
1.5
5.4
25.4
Total
205
100.0
100.0
67.8
69.3
74.6
100.0
Table 9 shows apart from kids apparel, the 59.5 percent of buyers also buy toys, 14.1 percent
baby equipments, 13.7 baby foods.
Table 9:other items purchased apart from apparel
Frequency
Toys
122
baby food
28
baby equipments
29
Valid
Others
21
None
5
Total
205
Percent
59.5
13.7
14.1
10.2
2.4
Valid Percent
59.5
13.7
14.1
10.2
2.4
100.0
100.0
Cumulative Percent
59.5
73.2
87.3
97.6
100.0
Table 10 shows that the most preferred source of information is TV advertisements
(49.8percent),
Friends and relatives with word of mouth publicity is relied upon by 23.4 percent of the sampled
respondents, print advertising comprising of newspapers and magazines by 14.6 percent ,
internet by 8.3 percent and other sources like point of purchase by 3.9 percent of the sampled
respondents.
Table 10:source from where the brand was known
Frequency
Valid
Percent
Valid Percent
TV advertisements
Internet
Print advertisement
word of mouth
Others like point of purchase
102
17
30
48
8
49.8
8.3
14.6
23.4
3.9
49.8
8.3
14.6
23.4
3.9
Total
205
100.0
100.0
Cumulative
Percent
49.8
58.0
72.7
96.1
100.0
Table 11 shows the mode of purchase. It is found that 44.4 percent of the sampled respondents
prefer physical shopping only while 10.2 percent prefer 10.2 mode of shopping only. However
45.4 percent have expressed that both modes of purchasing are convenient.
Table 11: mode of purchase
Valid
Physical shopping
Online
Shopping
Both
Total
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Frequency
91
Percent
44.4
Valid Percent
44.4
Cumulative Percent
44.4
21
10.2
10.2
54.6
93
45.4
45.4
100.0
205
100.0
100.0
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54.6 percent of the respondents expressed that they took kids opinion when buying clothes for
them. 80.1 percent of the buyers also expressed their satisfaction from the existing purchase.
Conclusions
Buying kids wear is matter that holds a lot of emotional importance. It is an important decision
and many aspects of rationality are often forgotten when the purchase is made, the purchase is
high involvement and most of the family members are involved in making the decision. Social
approval is much sought for in making buying decision by both the buyer as well as the children.
With branded items making an entry in a big way, the traditional purchase pattern has undergone
a big change. Gone are the days when grandmoms and mothers were busy stitching and knitting
making hand made, comfortable clothing for the kids. Today the apparel market for children is
expanding at a rapid pace in terms of style and trends and the present study will provide valuable
input to marketers and strategy makers focusing on this segment. It is observed that young
people are enthusiastic groups buying for kids. Gini and Johny emerges to be most preferred
brand. Females and married people buy more than their male and unmarried counterparts. Most
people are found to buy either for their own kids or relative’s kids which attaches social
importance given to the kids wear. Local vendors are still very popular and trusted when buying
kids wear. Online purchase is becoming more popular along with physical buying. Apart from
apparels, toys emerge to be the other popular item that is bought most. TV is the most popular
source of information followed by the word of mouth advice from friends and relatives. Social
influence is the most dominant influence for buying multiple sets of clothes. The buyers active
on social media buy large number of branded outfits to post pictures on the social media with a
new dress. The price sensitivity is found to be less compared to men’s wear or women’s wear.
Buyer’s buying for their kids do not think twice about the price when purchasing kids apparel.
Limitations
The study explores buying behaviour in kids apparel wear, no other segment is taken into
consideration. The study has a lot of future scope as other dimensions can also be taken into
consideration and the study can be replicated over a large sample size.
References
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