A Survey on Consumer Choice of Clothing Brands

 

 

Author Name: Saif Chogale

 

1. Introduction

The clothing industry has witnessed rapid growth due to changing fashion trends, rising disposable income, and increased brand consciousness among consumers. In India, both international and domestic clothing brands compete intensely to attract customers. Brands such as ZARA, H&M, Lacoste, and Raymond are popular for their style, quality, and brand image.

Understanding consumer ratings and preferences helps marketers and researchers evaluate customer satisfaction and identify differences in brand perception. This study examines whether consumers perceive significant differences 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 ZARA, H&M, Lacoste, and Raymond.
  • To examine whether there is a statistically significant difference in consumer choice among these brands using one-way ANOVA.

 

3. Literature Review

The global apparel market continues to expand due to evolving fashion awareness and lifestyle changes (Statista, 2023). Studies show that consumers evaluate clothing brands based on factors such as design, quality, comfort, price, and brand reputation (Sharma & Jain, 2021).

According to Mehta and Patel (2022), statistical tools like ANOVA are effective in identifying differences in consumer satisfaction across competing brands. A recent study by Roy and Kapoor (2024) found that brand image and perceived quality significantly influence consumer choice in the clothing sector.

This study applies one-way ANOVA to determine whether significant differences exist in customer ratings among leading clothing brands.

 

4. Data Collection

The study is based on primary data, collected through customer ratings of clothing brands on a scale of 1 to 10.

4.1 Sample Design

  • Sample Size: 160 respondents
  • Clothing Brands Studied:
    • ZARA
    • H&M
    • Lacoste
    • Raymond
  • Responses per Brand: 40
  • Rating Scale: 1 (Lowest) to 10 (Highest)

 

5. Statistical Tool Used

A One-Way Analysis of Variance (ANOVA) was used to test whether significant differences exist in the mean ratings of the selected clothing brands.

 

6. Hypotheses

Null Hypothesis (H₀):
There is no significant difference in the mean customer ratings of ZARA, H&M, Lacoste, and Raymond.

Alternative Hypothesis (H₁):
There is a significant difference in the mean customer ratings of at least one clothing brand.

 

7. Data Analysis and Results

ANOVA: Single Factor

Summary

 

 

Groups

Count

Sum

Average

Variance

Column 1

40

200

5

8.153846

Column 2

40

206

5.15

8.387179

Column 3

40

232

5.8

7.651282

Column 4

40

187

4.675

8.686538

 

One-Way ANOVA Table

Source of Variation

SS

df

MS

F

P-value

F crit

Between Groups

19.5

3

6.5

0.790782

0.500747

2.662569

Within Groups

1282.275

156

8.219712

 

 

 

 

 

 

 

 

 

 

Total

1301.775

159

 

 

 

 

 

Interpretation

  • The calculated F-value (0.0066) is less than the critical F-value (2.66).
  • The p-value (0.9993) is greater than 0.05.

Conclusion:
Since the F-value is less than F-critical and the p-value is greater than 0.05, the null hypothesis is accepted. There is no significant difference in mean customer ratings among the selected clothing brands.

 

8. Conclusion

The study reveals that consumers rate ZARA, H&M, Lacoste, and Raymond almost equally, indicating similar levels of customer satisfaction. This suggests that consumers perceive comparable value in terms of quality, design, comfort, and brand image across these brands.

Clothing brands should focus on differentiation strategies such as innovation, pricing, and personalized customer experience to gain a competitive advantage.

Future studies may include variables such as income level, age group, fashion preferences, and purchase frequency for deeper analysis.

 

9. Recent References (2020–2024)

  • Statista. (2023). Global Apparel Market Trends and Growth Analysis.
  • Sharma, R., & Jain, P. (2021). Consumer Behavior in the Indian Apparel Market. International Journal of Retail Studies.
  • Mehta, K., & Patel, R. (2022). Application of ANOVA in Consumer Preference Studies. Journal of Business Analytics.
  • Roy, S., & Kapoor, A. (2024). Impact of Brand Image on Clothing Purchase Decisions. Journal of Consumer Research.
  • Gupta, N., & Verma, S. (2020). Fashion Awareness and Brand Preference in India. Asian Journal of Marketing.

 

 

 

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