Consumer Behaviour Towards Branded Apparels

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  • Topic: Retailing, Shopping mall, Product
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An investigation on consumer behavior and preferences towards apparel, purchase by Indian consumers age 15 – 25

Submitted by Karthikeyan Sundarraj S105650

MASTER OF SCIENCE Branch: Applied Textile Management Swedish School of Textiles, Högskolan i Borås, S-501 90 Borås

Revised 6 August 2011

The Swedish School of Textiles Högskolan i Borås, S-501 90 Borås

An investigation on consumer behavior and preferences towards apparel, purchase by Indian consumers age 15 – 25

Bonafide record of work done by Karthikeyan Sundarraj S105650

Dissertation submitted in partial fulfillment of the requirements for the degree of MASTER OF SCIENCE Branch: Applied Textile Management of Swedish school of textiles, University of Borås, Sweden August 2011

Mr. David Goldsmith, Faculty guide

Prof. Håkan Torstensson Programme Co-ordinator

Certified that the candidate was examined in the viva-voce examination held on May 25th 2011

Jonas Larson Daniel Ekwall, Heikki Mattila, Examiners

Consumer behavior

ii

6 August 2011

Table of Contents

Executive Summary ...................................................................................................... 1 1.0 Indian Retail Market ................................................................................................ 2 1.1 Organised Retailing ................................................................................................ 3 1.2 Indian Scenario on Apparel Retailing ..................................................................... 3 1.3 Apparel Fashion ..................................................................................................... 4 1.4 Malls in India—A Look into the Future .................................................................... 4 1.5 Fashion Trends in India .......................................................................................... 5 1.6 Apparel Market-Value Growth ................................................................................ 5 1.7 RNCOS‘ Market Research Report .......................................................................... 6 1.8 The Long Road Ahead............................................................................................ 7 2.0 Problem Focus ....................................................................................................... 8 2.1 Objectives of the Study ........................................................................................... 8 2.2 Limitations of the Study .......................................................................................... 8 2.3 Research Methodology ........................................................................................... 9 2.3.1Selection of the Study Area .................................................................................. 9 2.3.2 Sampling Design ................................................................................................. 9 2.3.3 Type of Data Collected ........................................................................................ 9 2.3.4 Method of Data Collection ................................................................................. 10 3.0 Review of Literature .............................................................................................. 11 3.1 Retailing................................................................................................................ 11 3.2 Retailer ................................................................................................................. 12 3.2.1 Top retailers in India .......................................................................................... 13 3.2.1.1 Pantaloon retail ............................................................................................... 13 3.2.1.2 K Raheja group ............................................................................................... 13 3.2.1.3 Tata group...
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