IMPACTS OF CONSUMER PREFERENCE ON BRANDED READYMADE GARMENTS IN MADURAI DISTRICTS (original) (raw)

In this competitive world, branded garments are occupying a very vital role in the market. Before the selection of garments, the consumers should have awareness of its features. The consumer's desire, need, and the expectation is not unique from customer to customer and so many factors are the determining criterion for the selection of brand. By analyzing these factors, firms can formulate the strategies in accordance with the customer's needs and deliver them the products which consumer wants from the firms, which should be profitable for the firm. The relationship between consumer's decision-making styles and their choice between branded items are investigated using a sample of consumers of Madurai city. The purpose of the research project is to investigate the consumers of Madurai city to_ examine if any factor dominates in their buying behavior of apparel. In addition, consumer behaviors and personal characteristics were investigated separately in relation to the purchase behavior of consumers. A total of 316 sample consumers have been randomly selected for the study. Using descriptive statistics, chi-square and garretrankingtechniquesthecollecteddatawasinterpreted.

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