Global Lifestyle Monitor IV India Report

1
Global Lifestyle Monitor IV India Report
Cotton Council International
Prepared for
Synovate
Prepared by
6D77
Job number
April 2006
Date
2
Table Of Contents - India
Page

• I. Overall Background and Objectives 2
• II. Overall Methodology 3
• III. Shopping and Fashion 5
• IV. Quality and Fibers 15
• V. Casual Dressing 20
• VI. Denim and Stretch 22
• VI. Recommendations 26

3
Overall Background

• Since 1998, Cotton Council International (CCI)
  has successfully conducted the Eurostyle
  Monitor and Global Lifestyle Monitor, which
  investigate a wide range of lifestyle issues
  related to clothing, shopping, and textiles.
  This research has been important in adding value
  and increasing understanding of consumer
  attitudes and behaviors to CCI members around the
  globe.
• The research looks in detail at lifestyles,
  clothing purchasing habits, and clothing interest
  and attitudes. Analysis of the results helps CCI
  understand
• The issues behind cotton product demand,
• What motivates consumers to choose cotton over
  synthetics, and
• The implications of these issues for CCIs
  strategy in promoting US cotton.
• In 2006, Synovate was again selected to conduct
  and coordinate the Global Lifestyle Monitor
  research for Cotton Council International.

4
Overall Methodology
Interviewing
NOTE Korea and Taiwan were not included in the
scope of the survey in 2003 or 2006. Hong Kong
is also not included in the scope in 2006.
Thailand is being surveyed for the first time
in 2006.
5
Methodology India

• Fieldwork in India was conducted by Synovate from
  March 9th to March 23rd, 2006. 505 respondents
  in total were surveyed via face-to-face
  interviewing in five cities Delhi, Mumbai,
  Chennai, Kolkata and Bangalore. The key
  respondent qualification requirement is that they
  purchase their own clothing. In order to
  maintain data consistency with the study
  conducted in 2003, we also set soft quotas by
  gender, targeting 250 males and 250 females in
  India. All respondents fall within the 15-54 age
  range.
• This summary of results highlights major changes
  between the Global Monitor I conducted in 1999,
  Global Monitor II conducted in 2001, Global
  Monitor III conducted in 2003, and Global Monitor
  IV currently conducted in 2006.
• Store Examples Used During Interviewing
• Department stores (e.g., Shoppers Stop,
  LifeStyle, Ebony)
• Chain stores (e.g., Pantaloon, Westside)
• Hypermarkets/Warehouse Clubs (e.g., Big Bazaar)
• Chain/Specialty shops outside of department
  stores (e.g., Benetton, Levis, Weekender, Planet
  Kids)
• Off-price/Discount stores (e.g., 9 to 99, The
  Dollar Store)
• Sports/Sporting good stores (e.g., Reebok, Nike)
• Catalogs/mail order (e.g., Burlingtons)

Base Total Respondents 2001 (n500) 2003
(n500) 2006 (n505)
6
Shopping and Fashion - India
7
Shopping and Fashion - India

• Among consumers in India, there is an increased
  usage of multi-brand stores and chain/specialty
  shops as places to purchase clothing for
  themselves. Small, independent clothing stores
  are still the primary source of clothing
  purchases additionally, almost half of Indian
  respondents have their clothes tailor-made.

Stores And Places Used To Buy Clothes For Yourself
--
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
Small, independent clothing stores
Tailor-made
Street markets/ fairs/bazaars
Multibrand stores
Chain/specialty shop outside dept stores
Off-price/ discount stores
Significantly higher than GLM III at the 95
confidence level
8
Shopping and Fashion - India

• While still the most utilized source, there has
  been a significant shift away from small,
  independent clothing stores as the place to
  purchase the majority of clothing. Department
  stores and chain stores saw sharp gains as a
  result. Street markets/fairs/bazaars saw a
  significant decrease.

Stores and Places Used To Buy Most Of Your Clothes
NA
NA
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
Department stores
Chain stores
Small, independent clothing stores
Chain/specialty shop outside dept stores
Multibrand stores
Street markets/ fairs/bazaars
NA
Not available
Significantly higher than GLM III at the 95
confidence level
Significantly lower than GLM III at the 95
confidence level
9
Shopping and Fashion - India

• Good/low prices (70) remains the clothing store
  attribute most preferred among Indian shoppers,
  while the quality of clothes carried and ease of
  shopping (both 69) now occupy the second spot.
  There were significant gains in the number of
  mentions for almost all of the clothing store
  attributes.

Clothing Store Attributes
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
Selection or variety of items
Good/low prices
Carry quality clothes
Ease of shopping
Styles/designs
Convenient location
Significantly higher than GLM III at the 95
confidence level
10
Shopping and Fashion - India

• Consumer attitudes among Indian shoppers toward
  shopping remain relatively unchanged, with a vast
  majority continuing to love or somewhat like
  shopping for clothes (95). While women express
  this opinion significantly more often than men,
  both sexes maintain high levels. A static 5 of
  Indians also remain ambivalent towards shopping.

Love/Somewhat Like Clothes Shopping
Neither Like Nor Dislike
2001
2003
2006
2001
2003
2006
Males 85
Males 92
Males --
Males --
Males 91
Males 8
F
Females 96
Females 96
Females --
Females --
Females 98
Females 2
M
Significantly greater than women at the 95
confidence level
F
M
Significantly greater than men at the 95
confidence level
11
Shopping and Fashion - India

• Over a three month period, Indian shoppers spent
  an equivalent of US47 on clothes for themselves.
  This represents an increase of 31 from 2003. In
  addition, while still a low percentage,
  significantly more people shop for clothing at
  least once a month than reported in 2003. This is
  true for both men and women.

Average Spent on Clothes In Past 3 Months
Buy Clothes At Least Once A Month
2001
2003
2006
2001
2003
2006
US
US
US
Males 15
Males 13
Males 8
Females 13
Females 9
Females 15
Significantly higher than GLM III at the 95
confidence level
12
Shopping and Fashion - India

• In the past three months, 40 of shoppers have
  bought traditional Indian garb such as
  saree/saris/salwar/punjabi suits. This is a
  slight drop since 2003. In comparison, over the
  past three months, purchases of trousers (33)
  and t-shirts (31) saw slight increases. There
  was a significant decrease in purchases of bed
  linens, falling from 27 to 15.

Top Items Purchased In Past Three Months
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
Saree/Saris/ Salwar/Punjabi Suits
Pants
T-Shirts
Shirts
Underwear
Bed linens
Significantly lower than GLM III at the 95
confidence level
13
Shopping and Fashion - India

• Friends and colleagues (78) and family members
  (73) are the largest sources of inspiration for
  clothing ideas, with both seeing significant
  increases since 2003. Television (47) and
  in-store displays/window shopping (45) are also
  major sources of inspiration. While there were
  some shifts in the distribution of inspirations,
  the make-up of the top three remains unchanged.

Place Where Consumers Get Ideas For Clothes
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
Friends and colleagues you see regularly
Family members
Television
In-store displays/ window shopping
What you already own and like
Salespeople in stores
Magazines
People you see on the street
Significantly higher than GLM III at the 95
confidence level
14
Shopping and Fashion - India

• Similar to three years ago, Indians ranked each
  of the attributes as high in importance, with
  more than 90 saying that the overall quality,
  durability, color, price, and finish are major
  pieces of information to know prior to purchasing
  clothing. Style (92) joins their ranks, with a
  significant increase. Fiber (89) also remains a
  large factor.

Attributes
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
Overall quality
Durability
Color
Price
Finish
Style
Fiber
Significantly higher than GLM III at the 95
confidence level
15
Shopping and Fashion - India

• Just over half (51) of all respondents buy
  discount clothing at least some of the time, with
  15 doing so most or all of the time. Only 16 of
  people never do so. In addition, the number of
  Indians who rarely shop at a discount store
  increased significantly and now accounts for
  fully one-third of those surveyed.

Shop at Discounts of 20 or More
2001
2003
2006
All of the time
15
13
18
Most of the time
Some of the time
Rarely
Never
Significantly higher than GLM III at the 95
confidence level
16
Quality and Fibers - India
17
Quality and Fibers - India

• Opinions regarding fiber content versus brand
  name have remained relatively stable since 2003,
  with no significant changes to the roughly
  two-thirds saying they prefer to know the fiber
  content. In addition, about 8-in-10 would rather
  pay more for better quality clothing rather than
  sacrifice quality for a better price.
  Willingness to pay more for better quality has
  gradually trended upward since 2001.

Preferences
2001
2001
To pay more for better quality clothes
To know the fiber content of a garment
2003
2003
2006
2006
OR
OR
2001
2001
To sacrifice a little quality to get a better
price
To know the brand name of a garment
2003
2003
2006
2006
18
Quality and Fibers - India

• Indians continue to state that cotton (69) is
  the best fiber for todays fashions, and that
  natural fibers in general (78) are best suited
  for fashion. Cotton/polyester blend has increased
  slightly, but remains an afterthought with less
  than 1-in-5 naming it as best suited.

Fiber Best Suited For Todays Fashions




01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
Natural Fibers (Net)
Cotton
Blend of cotton polyester
Denim/ jeanswear
Silk
Synthetic
Linen
Polyester/ Dacron
Wool
Less than 0.5

Significantly lower than GLM III at the 95
confidence level
19
Quality and Fibers - India

• In comparison to polyester, cotton is ranked
  significantly higher in almost all important
  attributes. Polyester is thought of as a scratchy
  fabric, with 47 associating scratchy with
  polyester, significantly higher than 2003 results
  (37).

Attributes Describing Cotton
Keeps you cool
Comfort- able
Breathes
Soft
Traditional
Is a quality fabric
Youthful
Wrinkles
Keeps you warm
Stylish
Is sporty
Scratchy
Attributes Describing Polyester
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
Keeps you cool
Comfort- able
Breathes
Soft
Traditional
Is a quality fabric
Youthful
Wrinkles
Keeps you warm
Stylish
Is sporty
Scratchy
Significantly higher than GLM III at the 95
confidence level
Significantly lower than GLM III at the 95
confidence level
20
Quality and Fibers - India

• With about 47 of respondents claiming to avoid
  certain fibers, nylon (60) is the most highly
  avoided, experiencing a significantly greater
  number of mentions than in 2003 (39).
  Polyester/Dacron (43), also seeing a significant
  increase, remains the second most avoided fiber.
  Silk is replaced by synthetic as the third most
  avoided fiber. Synthetic experienced a
  significant surge since 2003.

Fiber Avoided When Purchasing Clothing (Among
Those Who Said They Avoid Particular Fibers)

01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
Nylon
Polyester/Dacron
Synthetic
Silk
Cotton
Less than 0.5

Significantly lower than GLM III at the 95
confidence level
21
Casual Dressing - India
22
Casual Dressing - India

• The majority (78) of shoppers prefer to change
  clothes throughout the day to fit each event, and
  90 would sacrifice fashion for comfort. These
  numbers have changed little since 2003.

Preferences
1999
1999
To forget about fashion and wear clothes that are
comfortable
2001
2001
To change clothes to fit each event
2003
2003
2006
2006
OR
OR
1999
1999
To follow fashion and wear uncomfortable clothes
2001
2001
To wear one outfit all day for several activities
2003
2003
2006
2006
23
Denim Stretch - India
24
Denim Stretch - India

• The proportion of Indians who know that denim and
  jeanswear are made from cotton decreased slightly
  since 2003, from 52 to 47. Over one-third (35)
  still do not have an answer at all.

Aware That Denim and Jeanswear Is Made From Cotton
2001
2003
2006
25
Denim Stretch - India

• Denim remains a seldom worn fabric in India,
  though this is changing. The number of
  respondents who claim denim is not for them (46)
  has dropped significantly, with occasional,
  regular, and frequent use of denim all
  experiencing significant gains compared to 2003
  results.

Attitudes Towards Denim/Jeans wear
01
03
06
01
03
06
01
03
06
01
03
06
Denim is just not for me
I enjoy wearing denim on a regular basis
I have some denim clothes but, in general, I
dont wear much denim
My wardrobe is full of denim and I love wearing it
Significantly higher than GLM III at the 95
confidence level
Significantly lower than GLM III at the 95
confidence level
26
Denim Stretch - India

• The presence of stretch/elastic material is
  considered of value in t-shirts (54) and sports
  clothing (50) by half of Indians. Its presence
  in other types of garments is less of an issue,
  though upward trends are seen in its importance
  in casual clothes, jeans, formal clothes, and
  mens shirts.

Think Its Important To Have Stretch or Elastic
Fabric In Certain Types of Clothing
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
01
03
06
T-shirts
Sports clothes
Casual clothes (excluding jeans)
Denim/ Jeanswear
Dress/smart/ formal clothes (suits/pants)
Dress/smart/ formal blouses (women)
Dress/smart/ formal shirts (men)
Significantly higher than GLM III at the 95
confidence level
27
Recommendations - India
28
Recommendations - India

• India spends less on clothes than other countries
  in this study. Indian consumers also shop less
  often than most for new purchases. They indicate
  their love for shopping but are not able to shop
  more often. They have a high percentage who
  believe better quality clothes are made from
  natural fibers. This is a cultural difference in
  that this is the teaching of the family. Their
  friends and family are the largest sources of
  inspiration for clothing. More traditional dress
  is still favored but television is now becoming
  quite a large influence over their fashion
  options and is an indication of possibly more
  progressive times ahead.
• Television should be an increased source of
  advertising communication for India considering
  the current increase in influence for fashion
  options.
• Campaigns geared towards the awareness of 100
  non-blended materials could be considered to sway
  preference.
• Teaching how to check labels and what to look for
  would be beneficial to the education process.