Abstract

Consumer market for fashion apparel has become more varied by in surge of designer brands, store brands, personalisation, customs and advertisement in the global market place of today. A clear understanding of preferences of consumers will help the marketer to attract and maintain their target consumer group. The purpose of this study is to examine Indian female consumers buying behaviour and deeply understand the key factors of branded clothing which influence female consumers’ involvement towards stylish branded clothing. It was found in the study that there is a complete awareness of the branded apparels amongst females and their shopping behaviour reflect that they buy these products occasionally. Females have particular perspectives and motives behind their purchases. The culture is shifting towards buying from the malls because of shopping experience the consumers get. The most important source of information was found to be family and friends followed by internet and advertisement. It is observed in the study that Price, Fitting, Income Level of consumers are significant factors and some factors which are found to be insignificant are Status, Durability, and celebrity endorsement, hence can be ignored by the apparel retailers in their efforts to tap and capture the market. As a retailer of apparels, all these insights have to be embedded in the policy formulation to make the purchases a real time customer delight.

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