A Study on Consumer Buying Behaviour Towards Branded Apparels with Reference to Dindigul City

Abstract : On one hand, in textile sector high domestic consumption is going to throw up significant business prospects, while on the other hand a slowdown in Chinese exports will offer an opportunity to exporters to fill the void, provided they are able to measure up and match the expectations of the consumers, with this potential, India will appear as a preferred place for investment in textile and apparel sectors, both by Indian and global companies, the report (wizar 2013) added. The apparel and clothing industry being place that first place and also the spending on apparel and clothing among the customers are getting increased, considering these points it is very necessary to study the changing behavior of consumers. The main purpose of this study is to increase the awareness of apparel buying behavior of Indian consumers and in a real sense understanding factors which impact apparel buying behavior in order to provide actionable information to apparel retailers seeking to standardize or adapt their strategy for the Indian consumers. Consumers are increasingly becoming brand conscious and are opting for apparel with brand images or logos. With growing awareness and fashion sensibility as a means of self- expression among consumers, demand for more choices and products serving both fashion and performance needs are evolving out. The modern customer is identified as a person who elects to experiment with diverse looks and ideas. Men in the age group of 19-25, with higher disposable income spend on expensive shirts and suits. From the research, there is a lot of scope for new entrants in this field, the manufacturers and marketers of branded wears should concentrate on making new consumer rather than retaining old one. The number of people visiting the showroom is with no brand in mind. Most of the time buyers visit the showroom of branded wears with the purpose of shopping however compared to women, male consumer visit the showroom for passing time, even though pop, advertisement, promotional schemes and other factors influence the consumer purchase decision and consumer stimulated to buy. Among the various promotional schemes and promotional measures discounts, buy 2 get 1 free scheme have maximum influence on purchase decision of a particular brand.