Abstract
The advancement and progressive nature of the Indian customers has requisite the apparel retail players to understand the competitive dimensions of the market. To withstand the pressing factor of rivalry, the apparel retailers need to develop techniques subsequent to deciding their positioning in the market so that their development and endurance in this competitive market is secured. The current research studies the dimensions of positioning frame and maps the different apparel retail stores using spatial maps. The objective of the study is to examine how the customers perceive different apparel stores based on its similarities. The sampling frame of the study consisted of five major apparel stores, viz. Central, Pantaloons, Reliance Trends, Shoppers Stop and Planet Fashion. The data for the study is collected through questionnaire in which the 150 respondents were asked to provide similarity judgements for all the pairs of selected stores using a Likert scale. The direct approach of multidimensional scaling through ASCAL is approached to generate spatial map. The results showed that Reliance Trends is enjoying at an uncluttered space and can be assured of no real competition as compared to other select stores.
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