Author Name: Saurabh Jadhav
Roll no :021331025404
1. Introduction
The Indian apparel industry has witnessed rapid growth due to rising disposable income, brand awareness, and changing fashion preferences among consumers. Branded clothing companies such as Peter England, Allen Solly, Van Heusen, and H&M are among the most popular choices in the market. Customer perception and satisfaction play a crucial role in determining brand success.
This study examines whether customers perceive any significant difference in satisfaction levels among selected clothing brands based on their ratings.
2. Objectives of the Study
- To analyze customer ratings of selected clothing brands
- To compare the average ratings of Peter England, Allen Solly, Van Heusen, and H&M
- To examine whether there is a statistically significant difference in customer satisfaction using one-way ANOVA
3. Literature Review
The clothing and fashion industry is highly competitive, with brands focusing on quality, pricing, design, and brand image to attract customers. Several studies suggest that customer satisfaction is influenced by factors such as fabric quality, brand reputation, pricing, and availability.
This study compares customer satisfaction levels across four well-known apparel brands using primary data and applies one-way ANOVA to test whether the mean ratings differ significantly. The analysis helps understand whether customers perceive meaningful differences among these brands.
4. Data Collection
The study is based on primary data collected from respondents who rated clothing brands on a scale of 1 to 10. Ratings reflect overall satisfaction with the brand.
4.1 Sample Design
- Sample size: 160 respondents
- Brands studied:
1. Peter England
2. Allen Solly
3. Van Heusen
4. H&M
- Responses per brand: 40
5. Statistical Tool Used
A One-way Analysis of Variance (ANOVA) was used to compare the mean customer ratings of the four clothing brands.
6. Hypotheses
- Null Hypothesis (H₀):
There is no significant difference in the mean customer ratings of Peter England, Allen Solly, Van Heusen, and H&M. - Alternative Hypothesis (H₁):
There is a significant difference in the mean customer ratings of at least one clothing brand.
7. Data Analysis and Results
Summary Statistics
|
Brand |
Count |
Sum |
Average |
Varience |
|
Peter England |
40 |
199 |
4.975 |
11.4096 |
|
Allen Solly |
40 |
218 |
5.450 |
8.3051 |
|
Van Heusen |
40 |
216 |
5.400 |
8.0410 |
|
H&M |
40 |
212 |
5.300 |
8.7282 |
ANOVA: Single Factor
|
ANOVA |
|
|
|
|
|
|
|
Source of Variation |
SS |
df |
MS |
F |
P-value |
F crit |
|
Between Groups |
5.46875 |
3 |
1.822917 |
0.199859 |
0.896354 |
2.662569 |
|
Within Groups |
1422.875 |
156 |
9.120994 |
|
|
|
|
|
|
|
|
|
|
|
|
Total |
1428.344 |
159 |
|
|
|
|
8. Interpretation of Results
- The calculated F-value = 0.1999
- The P-value = 0.8964, which is greater than 0.05
Since the P-value is greater than the level of significance (0.05), the null hypothesis is accepted.
9. Conclusion
The study concludes that there is no statistically significant difference in customer satisfaction levels among Peter England, Allen Solly, Van Heusen, and H&M. This indicates that customers perceive these brands as offering similar levels of quality and overall satisfaction.
The findings suggest a highly competitive apparel market where major brands perform comparably. Future studies may include additional variables such as price sensitivity, fabric quality, brand loyalty, and demographic factors for deeper insights.
10. References
- Kothari, C. R. (2004). Research Methodology: Methods and Techniques. New Age International Publishers.
- Malhotra, N. K. (2019). Marketing Research: An Applied Orientation. Pearson Education.