Retail Marketing of Textile and Apparel Products in Chennai City – A Study with Reference To Consumer Behaviour
The present study is a new attempt to outline the behavioral aspects of consumers in the retailing scenario of textile and apparel products in Chennai city. Hence, it has the sample scope for generating new dimensions of information catering to the requirements of strategic decision making in the sphere of production as well as marketing of textile and apparel products. Among the cities in Tamil Nadu, Chennai is top in volume of retail textile and apparel products business in Tamil Nadu. The mindset of the retailers especially those involved in organizing retail marketing needs to understand the role of customers, which will be helpful in the development of the business. The study focuses on consumer perception towards textile and apparel products in Chennai city.
India Garment Industry has an advantage as it produces men, women and children’s garments. Today, by the way of Technological advancement and use of modern machinery it has enabled the manufacturers to achieve better quality and well-designed, fashionable garments. International brands like the Levis, JC Penny, Wal-Mart, Gap, Marks & Spencer and other industry giants are sourcing more and more fabrics and garments from India. The main focus is on the consumer behavior in retail marketing. Strategies are consumer’s needs source of information, purchase alternatives, factors influencing the purchase and post-purchase behavior.
ISBN 13: 978-93-84698-34-8
ISBN 10: 93-84698-34-8
Book language: English
By (Author): Dr. S. Radha and Dr. L. Sathees kumar
No. of Pages: 240
Published on: 27-05-2017
Dr. S. Radha and Dr. L. Sathees kumar