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ZENITH International Journal of Business Economics & Management Research Vol.2 Issue 2, February 2012, ISSN 2249 8826 Online available at http://zenithresearch.org.in/

PURCHASE BEHAVIOUR IN INDIAN APPAREL MARKET: AN ANALYSIS
DR. P.VIKKRAMAN*; N.SUMATHI**
*Director & Research Advisor, School of Management Studies, Anna University of technology, Coimbatore - 47. **Ph.D Research Scholar & Assistant Professor, Adaikalamatha Institute of Management, Adaikalamatha College, Vallam, Thanjavur - 3.

ABSTRACT Indian apparel market in growing by 4.70 per cent whereas the value of goods and is growing by 13.60 per cent during 2006. The understanding of factors influencing to purchase the global and local brands among the Indian consumers help the new retailers at both domestic and foreign retailers who want to enter in the Indian market. Hence the present study focuses on the purchase behaviour in Indian Apparel market. A total of 500 post graduate students enrolled in M.S. University, M.K.University, Bharathiyar University, Bharathidashan University and University of Madras in Tamilnadu answered the self administrated questionnaire in a classroom setting in the year 2010. The present study conclude that the factors namely self concept, need for uniqueness directly influence clothing interest and indirectly influence the purchase intention in the case of global and local brands. Perceived Quality and emotional value are the other important predictors of the purchase intention. ______________________________________________________________________________ INTRODUCTION Indian economy is one of the fastest growing in the globle with an annual study increase of GDP by 7.5 per cent (Prahalad, 2007). The Indian retail market is going through a revolution. Increasing urbanization, rapid development of shopping malls, emerging breed of brand conscious consumers and adoption of foreign culture in western countries are changing the face of the Indian retail industry. India has the highest density of retail out lets in the whole world with more than 15 million outlets. The Indian retail industry growth to be dominated by approximately 12 million “mom and pop” stores providing an employment of 21 million Indians (Rao, 2006). The volume of goods sold in Indian apparel market in growing by 4.70 per cent whereas the value of goods and is growing by 13.60 per cent during 2006 (Images, 2006). INDIAN CONSUMERS The Indian Consumers are subjected to a drastic changes in their spending habits. Recently, the consumers are giving more informance on lifes pleasures and education of their children. They are becoming more materialistic. The Indian Consumers need global, branded and local products (Khanna and Palepu, 2006). There is a growing domination of global brands, from

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ZENITH International Journal of Business Economics & Management Research Vol.2 Issue 2, February 2012, ISSN 2249 8826 Online available at http://zenithresearch.org.in/

foreign retailers and also local brands among the Indian retailers (Gopal and Srinivasan, 2006). The growth of information system has exposed Indian consumers to various global brands (Karilanz, 2007). The growth of youngsters in Indian population is visible. Around 30 million Indians have a disposable income of more than US $30,000. In total, six million population in India is considered to be as rich (Biswas, 2006). The growth of information Technology and IT enabled industries is driving new consumerism in India especially in Tier 1 cities. (The Economist, 2006). Along with significant increases in salaries, these changes have increased the consumer spending on apparel significantly. Apparel is now the second largest consumption category in malls (Apparel retail, 2006). About 20 percent of Indians preferred shopping for textile and apparel over food (RVG vision, 2006). In this juncture, the companies are in a position to understand the complexities of Indian consumers and...
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