EVALUATING BEHAVIORAL FACTORS INFLUENCING CONSUMER’S PURCHASE OF CLOTHING AND ORNAMENTS

Presented by

• Soumita De
• Shivam Sitoke
• Piyushi Chaudhary
• Pratiksha Wadekar

Abstract

This study evaluates behavioral components affecting buyer purchasing conduct of garments and adornments (Jewelry) in Pune, India. It was particularly carried out to analyze customer purchasing decision making process and survey social, financial and in addition individual components affecting purchasing behavior. Information for the study were assembled through structured questionnaire, on a sample of 120 buyers. The purpose behind this exploration is to inspect purchaser’s purchasing conduct and comprehend the key elements of brands which impact shopper’s contribution towards in vogue marked apparel and stylish adornments.

The socio-cultural elements are some of the crucial determinants of an individual’s need and behavior. This paper extends comprehension of customer purchasing behavior identified with Indian environment and highlights the elements that exceedingly impact purchaser association in fashion.

Introduction

In addition to having speedier populace development, India in late decades has made striking financial increases, which have brought about changing societal view of the Indian purchasers. Thus, Indians have turned into a practical ethnic target business sector, Clothing area firms are contending to expand their benefit experience the business and among these organizations; branded attire has moved the traditional dressing enthusiasm of individuals.

The Indian clothing business sector has showed growth and development in a sector described by moderate monetary development. The household clothing business, which was worth INR 207,400 crore (~USD 38 billion) starting 2012, is required to develop at a compound normal growth rate (CAGR) of 9% through the following decade. Further, the late exclusion of extract obligation on marked attire has given a driving force to retailers as far as the general business sector opinion.

Development in Apparel Industry in India is expanding complex with the change in way of life, income and urbanization of the individuals. The overall customers are accepting the clothing style items created in India. AII has understood the tremendous potential to yield business in this section. The Indian purchasers are embracing stylish things rapidly and helpfully with the ascent in rivalry. The present study has been led to determine the data on the patterns of Apparel Industry in India through dissecting the present and future angles.