An Observation of Consumer Behaviour at Exclusive Apparel Retail Showroom

Abstract

In case of retailing of branded apparel, understanding of consumer behaviour is the first and foremost prerequisite. Predominantly in-store consumer behaviour is very essential to observe in order to woo the maximum number of customers by design winning retail marketing strategy. The present study attempt to observe several important aspects of in-store consumer behaviour such as attention towards Window Displays, landing Strip, Attention towards Mannequin, 3-Feet Phenomenon, • Attention towards Pop display, Customers' Involvement With the Product, price consideration, number of trial, influence of person accompanying & sales person etc. The study comes out with certain small but very genuine recommendations on the basis of observation of consumer's behaviour in the exclusive retail store of apparel.