Chapter 4 Analysis, Discussion & Finding

4.1 Demographic Profile of Respondents

124

4.1.1 Profile of Parents

125

4.1.1.1 Gender

125

4.1.1.2 Age

125

4.1.1.3 Education

126

4.1.1.4 Profession

127

4.1.1.5 Family Monthly Income

128

4.1.1.6 Details of Children

129

4.1.2 Profile of First-Time Parents

130

4.1.2.1 Gender

131

4.1.2.2 Age

131

4.1.2.3 Education

131

4.1.2.4 Profession

132

4.1.2.5 Family Monthly Income

132

4.1.2.6 Details of First-Time Mother

133

4.1.3 Profile of Designers

133

4.1.3.1 Gender

134

4.1.3.2 Age

134

4.1.3.3 Education

134

4.1.3.4 Experience

135

4.1.4 Profile of Manufacturers

136

4.1.4.1 Size of the Manufacturers

136

4.1.4.2 Customer Base

137

4.1.5 Profile of Retailers

137

4.2 Knowledge, Attitude and Practice of Indian Parents about Kidswear Safety

138

4.2.1 KAP Score of Parents

138

4.2.1.1 KAP (Parents) Vs Gender

140

4.2.1.2 KAP (Parents) Vs Age

142

4.2.1.3 KAP (Parents) Vs Education

144

4.2.1.4 KAP (Parents) Vs Profession

146

4.2.1.5 KAP (Parents) Vs Family Monthly Income

148

4.2.2 KAP Score of Designers

151

4.2.3 KAP Score of Brands

152

4.2.4 KAP Score of Manufacturers

154

4.2.5 KAP Score of Retailers

156

4.3 Awareness of International Safety Regulations for Kidswear

157

4.3.1 Awareness of Indian Parents

157

4.3.1.1 Gender wise Awareness of Indian Parents

158

4.3.1.2 Age wise Awareness of Indian Parents

159

4.3.1.3 Education wise Awareness of Indian Parents

160

4.3.1.4 Profession wise Awareness of Indian Parents

161

4.3.1.5 Income wise Awareness of Indian Parents

162

4.3.2 Awareness of Indian Kidswear Brands

163

4.3.3 Awareness of Indian Kidswear Designers

163

4.3.4 Awareness of Indian Kidswear Manufacturers

164

4.3.5 Awareness of Indian Kidswear Retailers

165

4.3.6 Inference of Awareness of International Safety Regulations for Kidswear in India

166

4.4 Safety as a Factor of Kidswear

167

4.4.1 Opinion of Indian Parents

167

4.4.1.1 Gender wise Opinion of Indian Parents

168

4.4.1.2 Age wise Opinion of Indian Parents

169

4.4.1.3 Education wise Opinion of Indian Parents

170

4.4.1.4 Profession wise Opinion of Indian Parents

171

4.4.1.5 Income wise Opinion of Indian Parents

172

4.4.2 Opinion of Indian Kidswear Brands

173

4.4.3 Opinion of Indian Kidswear Retailers

174

4.4.4 Inference of Opinion of Indian on Safety as a Factor for Kidswear

175

4.5 Awareness of Recall of Unsafe Kidswear from the International Market

176

4.5.1 Awareness of Indian Parents

176

4.5.2 Awareness of Indian Kidswear Brands

177

4.5.3 Awareness of Indian Kidswear Designers

178

4.5.4 Awareness of Indian Kidswear Manufacturers

179

4.5.5 Awareness of Indian Kidswear Retailers

180

4.5.6 Inference of Awareness of the Recall of Unsafe Kidswear from the international market

181

4.6 Extra Money for Safe Garments for Children

181

4.6.1 Willingness of Indian Parents to Pay Extra

181

4.6.1.1 Gender wise Willingness of Indian Parents to Pay Extra

183

4.6.1.2 Age wise Willingness of Indian Parents to Pay Extra

184

4.6.1.3 Education wise Willingness of Indian Parents to Pay Extra

185

4.6.1.4 Profession wise Willingness of Indian Parents to Pay Extra

186

4.6.1.5 Income wise Willingness of Indian Parents to Pay Extra

188

4.6.1.6 Regression Model for Willingness to Pay Extra for Safe Kidswear

189

4.6.2 Indian Kidswear Brands on Cost of Safe Kidswear

191

4.6.3 Indian Kidswear Designers on Cost of Safe Kidswear

193

4.6.4 Indian Kidswear Manufacturers on Cost of Safe Kidswear

195

4.6.5 Inference of Opinion on Spending Extra Money for Safe Kidswear

197

4.7 Opinion on Safety of Indian kidswear

198

4.7.1 Indian Parents on Safety of Indian kidswear

198

4.7.2 Kidswear Designers and Manufacturers on Safety of Indian Kidswear

199

4.7.3 Accidental Injury Indian Children are facing due to Usage of Garments

200

4.7.4 Inference of Opinion on whether Indian Kidswear are Safe or not

201

4.8 Brand Loyalty for Safe Kidswear

202

4.8.1 Willingness of Indian Parents to be Loyal to Brand

202

4.8.1.1 Gender wise Willingness to be Loyal to the Brand for Safe Kidswear

203

4.8.1.2 Age wise Willingness to be Loyal to the Brand for Safe Kidswear

204

4.8.1.3 Education wise Willingness to be Loyal to the Brand for Safe Kidswear

205

4.8.1.4 Profession wise Willingness to be Loyal to the Brand for Safe Kidswear

206

4.8.1.5 Income wise Willingness to be Loyal to the Brand for Safe Kidswear

207

4.8.1.6 Regression Analysis for Loyalty of Safe Kidswear

208

4.8.2 Willingness of Indian kidswear Brands to consider Kidswear Safety

210

4.8.3 Inference of Opinion on Brand Loyalty for Safe Kidswear

211

4.9 Opinion on whether India should have its own Standards & Regulations for Kidswear

212

4.10 Opinion on whether India should have SAFETY mark like ISI/eco mark for Kidswear

213

4.11 Willingness to know more about Kidswear Safety

215

4.11.1 Willingness of Indian Parents

215

4.11.2 Preferred Source of Information

216

4.11.3 Parents’ discussion about Kidswear Safety with Retailers

217

4.11.4 Willingness of Retailers to get Trained on Kidswear Safety

218

4.12 Responsibility of Communication of Kidswear Safety

219

4.12.1 Opinion of Indian Parents

219

4.12.2 Opinion of Kidswear Brands

220

4.12.3 Opinion of Kidswear Designers

221

4.12.4 Opinion of Kidswear Manufacturers

222

4.12.5 Opinion of Kidswear Retailers

223

4.12.6 Opinion on Educating Parents by Special Label by Kidswear Brands

225

4.12.7 Inference of Opinion about Communication of Kidswear Safety to Parents

225

4.13 Opinion of Parents on Influence on their Future Kidswear Purchase Decision

226

4.14 Garment’s look after following Safety Norms

227

4.15 Factors related Kidswear Safety

228

4.15.1 Factors which Parents are Checking

228

4.15.2 Factors which Brands are following

230

4.15.3 Factors which Designers are following

231

4.15.4 Factors which can be Implemented in India as per designers

232

4.15.5 Factors which Manufacturers are following

234

4.16 Impact of Educating Parents on Kidswear Safety towards Sales

235

4.16.1 Opinion of Brands

235

4.16.2 Opinion of Retailers

236

4.17 Adoption of Kidswear Safety in India

237

4.17.1 Adoption by International Brands

238

4.17.2 Adoption by Indian Brands

239

4.17.3 Impact of International Kidswear Brands on Indian Brands

240

4.18 Responsibility of Kidswear Safety

241

4.19 Analysis of Qualitative Responses

242

4.19.1 Qualitative Responses of Kidswear Brand

242

4.19.2 Qualitative Responses of Kidswear Designers

245

4.19.3 Qualitative Responses of Kidswear Manufacturers

245

4.20 Analysis of General Questions

245

4.20.1 Preference of Indian Parents while Purchasing Garments for their Children

246

4.20.2 Preference of Indian Parents on Type of Garments for their Children

246

4.20.3 Quality of International Vs Domestic Brands

246

4.20.4 Preference of Kidswear Brands by Indian Parents

247

4.20.5 Frequency of Kidswear Purchase by Indian Parents

247

4.20.6 Important factors of Kidswear

248

4.20.7 Preference of Indian Parents on Types of Garment for their Children

249

4.20.8 Knowing more about Kidswear

249

4.20.9 Indian Kidswear Vs International Kidswear

250

4.20.9.1 Kidswear Designer’s Point of View

250

4.20.9.2 Kidswear Manufacturer’s Point of View

251

4.21 Findings

252

4.21.1 Safety Measures in Kidswear

252

4.21.2 Awareness of Kidswear Safety Regulations to Indian Brands

253

4.21.3 Knowledge, Attitude and Practice study of Parents with respect to Kidswear Safety

253

4.21.4 Awareness of Kidswear Safety Regulations in the Product Development Process of Kidswear

254

4.21.5 Marketing tool to Communicate/Promote Kidswear Safety Regulations to Consumers Effectively

255