The whole study was conducted in the district of Tamilnadu – a southern state of India. The
respondents chosen for the study were college students, few higher secondary school students and academic
staffs of a local high school, a university and a women’s college. Particularly, a women’s college in a semiurban
area was chosen because it has a protocol for the students to wear saris as uniform in college. Other than
that, a local university and a high school in urban area, which does not have such protocols, was selected for
better distribution of population. Majority of respondents were females, as sari is meant only for females in
Indian practice. However a small portion of sample size left to male respondents to have fair representativeness.
Moreover, college students were selected for the purpose as the students were the main targets for foreign
apparel firms (Batra et al., 2000).