Abstract
The purpose of this study is to identify the purchasing drivers of apparel consumer in apparel product categories, in the context of the evolving organized retail industry in India. The paper attempts to correlate the distinct store features as perceived by respondents with the true motivations of various consumers in purchasing and patronising of organized outlets. In the process it provides insight of various attributes influencing the purchasing behaviours of an average Indian consumer. The framework evolved for evaluating effectiveness and impact of different attributes influence the behaviour and a major impact on the overall profitability of the retailing business. Increase in the rate of literacy, growing number of working women, highly disposable income, easy availability of credit at low interest rates and high rate of media penetration along with the assurance of similar quality products with large ambit of price differentiation, painted the India’s dynamic organized retail landscape. Rising interest and growing expansion of organized retail market leading to success of a business, depends solely on consumers’ urges that there is a need to study their buying behaviour. The study is based on primary data, a total of 178 apparel retail customer from leading outlets in Hyderabad and Secunderabad are surveyed by using structured questionnaire with mall intercept method. The results reveal that the shoppers do not rate the factors equally, without leaping in the dark, proper emphasis can be given to the factors. The results further prove that the apparel consumers’ buying behaviour is mostly influenced by the attributes like style > value > diversity > demand > credibility > concern > referral groups. This study contributes information to both academic and retail managers for their theoretical and practical purposes. Key words: Consumer behaviour, retail format, apparel, demographic patronage behaviour.
Highlights
India, an emerging economy, has witnessed unprecedented levels of economic expansion, along with countries like China, Russia, Mexico and Brazil
From the respondents 52% are depending solely on organized retail outlets for purchasing all kinds of apparels, and least 7.5% prefer for formal apparels, 32% of shoppers favour for causal apparels and rest of the 8.5% are good turned for partyware apparels
The perception and opinion of consumers vary while buying apparels in different types of retail outlets
Summary
An emerging economy, has witnessed unprecedented levels of economic expansion, along with countries like China, Russia, Mexico and Brazil. “India's rebound from the global crisis is set to accelerate in 2010, with estimated growth of 8.2%, rising price pressures present a challenge to policy makers as they steer the economy's recovery," ADB said in its report 'The Asian Development Outlook 2010', in the growing economy the organized retailing in India is witnessing a radical transformation. As per a study conducted by the Indian Council for Research on International Economic Relations (ICRIER), the retail sector is expected to contribute to 22% of India's GDP by 2010. India's overall retail sector is expected to rise to US$ 833 billion by 2013 and to US$ 1.3 trillion by 2018, at a compound annual growth rate (CAGR) of 10%
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