FACTORS INFLUENCING READYMADE APPAREL PURCHASE IN JALANDHAR CITY
Keywords:
Apparel, Brand, Customer Satisfaction, Apparel IndustryAbstract
Indian textiles industry plays an important role in the country’s economic growth. India’s rank in world trade is seventh in textile and sixth in clothing. Readymade garment is a part of the textile industry and it accounts for about half of India’s textile exports. The Indian Textile Industry is the second largest employment provider after agriculture and also the largest foreign exchange earner for the country. This industry is growing very rapidly. Hence, the need arises to know more about the perception of the customers for further growth of the industry. This study aims to know about the customer satisfaction level and factors influencing readymade apparel purchase and also to know about the most popular brands of customers in different variants of clothes which would help the readymade garments manufacturers to plan their future growth. The findings reveal that Tommy Hilfiger and Peter England are the most preferred brands in the city of Jalandhar and most significant considerations in apparel purchase are price and quality. Finally, few useful marketing implications have been suggested at the end.
Downloads
References
Ali, M., Fengjie, J. and Qureshi, N. A. (2010). An Exploratory Study on Consumer Buying Behavior in Pakistani Perspective. Asian Journal of Management Research, 216- 228.
Bajpai, N. (2011). Business Research Methods. Dorling Kindersley (India) Pvt. Ltd., licensees of Pearson Education in South Asia.
Carver, R. H., & Nash, J. G. (2007). Doing Data Analysis with SPSS. New Delhi: CengageLearning India Private Limited.
Churchill, G. A., Iacobucci, D., & Israel, D. (2009). Marketing Research: A South Asian Prespective. Delhi: South-Western, Cengage Learning.
Kanthi, K. P. and Kumar, M. A. (2013). The Impact of Business Strategies on Readymade Garments Market at Thrissur District in Kerala. Global Research Aanalysis, 2(1), 13-14.
Karamchandani, D. (2011). India Retail Apparel Research. Northbridge Capital.
Kotler, P., & Keller, K. L. (2006). Marketing Management. New Delhi: Prentice Hall of India Private Limited.
Mittal, P. and Aggarwal, S. (2012). Consumer Perception Toward Branded Garments: A Study of Jaipur. International Journal of Research in Finance & Marketing, 2(2), 566-583.
Pandian, S. K., Varathani, S., and V.Keerthivasan. (2012). An Empirical Study on Consumer Perception Towards Branded Shirts in Trichy City. International Journal of Marketing, Financial Services & Management Research, 1(8), 18-32.
Rao, S. R. (2012). Diagnostic Study Repot for Readymade Garments Cluster, Banglore Rajaji Nagar, Banglore: Goverment of India, Ministry of SSI, Small Industries Service Institute.
Rajput, N., Kesharwani, S. and Khanna, A. (2012). Consumers’ Attitude towards Branded Apparels: Gender Perspective. International Journal of Marketing Studies, 4(2), 111-120.
Sawant, R. P. (2012). Impact of Advertising on Brand Awareness and Consumer Preference (With Special Reference to Men`S Wear). IOSR Journal of Business and Management, 5(6) 54-61.
Sharma, P. M. and Pathan, R. (2011). Factors Effecting Purchase Decision of Branded Sports Accessories With Special Reference to Reebok. International Journal of Research in Commerce & Management, 2, 79-82.
Shetty, S. A. (2001). India’s Textile and Apparel Industry: Growth Potential and Trade and Investment Opportunities. Washington: U.S. International Trade Commission.
Standard and Poor’s. (2004). Textiles Industry Survey [Electronic Version]", Monthly Investment Review, January.
Subhani, M. I., Hasan, S. A. and Osman, A. (2011). New Article of Clothing translates the Mood of an Individual. International Journal of Business and Social Science, 2(23), 183-185.
The Ambekar Institute for Labour Studies. (2012). Workers in Readymade Garment Industry. Sponsred by European Union.
Vikkraman, P., and Sumathi, N. (2012). Purchase Behaviour in Indian Apparel Market: An Analysis. ZENITH International Journal of Business Economics & Management Research, 2(2), 1-12.
Vyas, P. H. (2007). Sales Promotion Practices in Apparel Retail Sector and Challenges Ahead. Ahmedabad: Indian Institute of Management.
Zeb, H., Rashid, K. and Javeed, M. (2011). Influence of Brands on Female Consume's Buying Behavior in Pakistan. International Journal of Trade, Economics and Finance, 2(3), 225-231.
