Understanding the Buying Behavior of the Apparel Customers in the Organized Retail Formats

Abstract

Apparel Retailing in India is gradually inching its way to becoming major contributor in the retailing growth in India. The whole concept of shopping in apparel category has undergone change in terms of format and consumer buying behavior, ushering in a revolution in shopping. This paper makes a contribution towards a comprehensive understanding of the Indian buyer towards the apparel buying from the organized retail market. It is desirable for organized retailers to acquire such knowledge in order to devise suitable strategies to enter and compete in the Indian retail marketplace. In addition, this study provides researchers to undertake more in-depth analysis of the market to explore the different facets of the attractive yet complex Indian retailing environment.