Abstract
Not long ago, shopping typically means purchasing from a brick and mortar shop, but times are changing and today’s consumer have multiple channels available for shopping. In case of readymade apparels, they are available on multiple shopping channels like traditional brick and mortar shops, online websites, Teleshopping etc. Marketers always look out for channel preference of consumers as well as factors affecting their preference for choosing a particular channel. This study explores purchasing channel preference behavior of readymade apparel consumers of Dehradun city through a survey and examines role of demographic factors in channel preference.
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