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Manmeet Singh Monga (2012) has observed Indian textile industry largely depends
upon the textile manufacturing and export. The textile industry of India contributes nearly 14
percent of the total industrial production of the country. India has the potential to increase its
textile and apparel share in the world trade from the level of 4.5 percent to 9 percent. The
clothing brands provide high quality and great comfort. Customer preference according to
apparel fall into two categories namely those related to apparel attribute and those related to
store attribute. Hence, consumer gives much preference to branded.

Syed Tabrez Hassan, Bilal Hurrah and Amit Lanja (2014) have observed that
customer preference change according to the change in fashion. Companies and brands
offered monotonous and mundane products. Segmentation has become an important tool used
by retailers and marketers for identifying targeting customers. The customer perception in
choosing the fashionable apparels cultural factors such as apparel involvement, media, and
reference group influences, self esteem and social class.

Mr.S.P Karuppasamy, S.P Nivetha Varathani and V.Keerthivasan (2012) has

observed that the customer mindset seemed to have started changing gradually, along with
increasing urbanization, and changes in social and economic status and lifestyles. Difference
in customer habits, their conginative structure, and their motives cause them to behave
differently when buying

Syed Mohameed and Dr.A.Ravi (2016) has observed that the customer engage in
when searching for selecting,purchasing,using,evaluating, and disposing of products and
services so as to satisfy their needs and their desires. The customer research has identified
shopping behaviour as an important construct. There is no significant difference between age
of the respondents and purchasing behaviour of the branded.
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Sarina Asif has observed that the customers relay on branded products and most
prefer to buy products with well known brand name. The Indian consumers have become
more adaptable and demanding to fashion change, thus, it has becoming challenging for
marketers to cater the buyers with constant changing preferences. Customers are
psychologically connected with promotional offers as would prefer to pay less and take mor

Md.Mazedul Islam, Muhammad Mufidul Islam, has observed that the customer
desired requirements when the purchase such a local apparel brand products are mandatory to
better clothing‘s brand developments. Branding creates special consumer preference the
product. Emphasize on product quality like design, style, and raw materials. Price value
factor has emerged as the important determinant of customers shopping behaviour.

Sandeep Bhanot has observed that the fastest growing industry segment and is also the
second largest foreign exchange earner for the country. There are five stages of consumer
behaviour are problem recoginsation, information research, alternative evaluation, purchase
decision and post purchase behaviour. College student’s shopping orientating is important to
research because it is an important sector of consumer behaviour.

Deepali Saluja has observed that the fashion clothing industry is completely
dependent on constant ideas and new expectations of the growth. Quality, comfort, brand are
the main effect their buying behaviour towards fashion products.

Renuka medar (2014) has observed that the consumer have become more
discriminating in using habits and their needs for different services, products and brands are
constantly changing. Sales promotion techniques include a variety of tools both for the
consumers and intermediaries. The factors influencing the purchase of readymade garments
are colour, design, advertisement, brand, product varieties and quality on consumer buying
behaviour.
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Hari Shankar Prasad has observed that the Indian organised retail is led by chain stores
like shoppers shop and lifestyle that are predominantly fashion and apparel retailers.
Customers gave low priority for advertisement and trust.

Reham Abdelbaset Sanad (2016) has observed that customer needs are the nature,
specification and characteristics of the product itself. Fabric care is highly affected by fabric
physical and mechanical properties, which contribute to customer purchase decision. The
new instrument used can be used in shops to enable the testing of basic comfort
characteristics in front of the customer. Online or electronic shopping has several advantages
for many customers such as convenience easy comparing different items. The current market
growth will be continued into the future.

Prof.Lakshmi Narayana.K and Dr.Sreenivas D L (2016) has observed that the apparel
market has been substianal change with respect to dressing design, style, usage of branded
items and choice of fibres and awareness of modern trends. Consumer behaviour denotes to
the emotional and mental process and the observable behaviour of consumers during search
of product and purchasing process. Retail stores not only selling the products but also plays
an important role in convincing the decision of customers.

Shuba Brota Raha (2014) has observed that the retail purchases goods or products in
large quantities from manufactures directly or through manufactures directly or through a
wholesale and then sells smaller quantities to the consumer for a profit. The shopping
generally refers to the act of buying products. The Indian retail sector accounts for over 20%
of the country’s gross domestic product and contributes 8% of total employment. New
technology and lifestyle trends creating replacement demand.

Prof.Emine Koca, PhD and Prof. Fatma Koca, PhD (2016) have observed that these
changes in consumer culture stimulated a dynamic renewal in the fields of consumerism and
personal pleasure. Globalization and increasing competition, and the short product life cycles
in fashion retailing, has affected consumer behaviour. The male and female consumers
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demonstrate considerably different approaches in their decision making and purchasing

behaviour when shopping for clothing for a variety of different reasons.

Vidya B Panicker and Dr.Khalil Ahmad Mohammad (2017) have observed that the
awareness regarding brands has increased among women due to media proliferation and
information technology. The apparel brands must focus on offering a proper fit, quality, style,
and value for money. Consumers final purchase decision is largely based on two aspects – the
brand attributes and the overall experience that brand offers. Creating exceptional brand
experience will serve as great source of competitive advantage for apparel firms and
marketers.

Pawan Kumar (2017) has observed that the consumer preference can identify by
manufactures and retailers of fashion apparel, they can be able to attract and maintain their
target consumer group. The current urban middle and upper class Indian consumer buying
behaviour to a large extent has the western influence especially amongst
females.Pschological factors have a significant impact on their purchase intention.

Naser Valai (2017) has observed that apparel retailers face challenges in trying to
segment individuals from the Gen-Y consumers accurately. The greater quality of the brand
and more similarity between the product and the consumer’s self concept may generate
consumer self-identity which consequently leads to positive formation of attitude and
purchase intention over the competing brand. Gen-Y consumer’s attitude and purchase
intention will able to improve their product concepts and development as well.

Mrs.B.Chitra (2014) has observed that textiles are made in strengths and degrees of
durability from the finest gossamer to the sturdiest canvas. The various garments available in
the market, consumers may be finding difficult to choose the products according to their
intentions, desire, etc...The marketing organisation must facilitate the consumer to act on
their purchase intention. The variety of products, quality and better services always attract
more customers for any type of shops.
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Silvia Correas Osorno (2014) has observed that the consumers have become a more
demanding target with impulsive and no arbitrary desires.Fashion involvement positively
influences planned buying behaviour towards a purchase. Online shopping, ethical
consumption will not refer just to the fabrics and the production of the item itself, also to the
process of the purchase.

Dr.N.R.Vembu, M.Dharani, S.Dhivya, and R.Chandralakshmi (2016) has observed

that the demand for fashionable accessories and other luxurious product are also gradually
increasing day by day. Fashionable products are playing predominant role in Indian markets.
The online mode facilitate the consumer to buying the products through sample choice and all
view the feasible price ranges to suit consumers of diverse age groups and social status.
Hence, Promotional strategies may be used for reaching the hidden opportunities available in
the sample cities.

Sonika Mishra, Dr.(Mrs) Archana Agrawal (2017) has observed that apparel industry
reflects people’s lifestyles and shows their social and economic status. India consumer
markets are changing fast, with rapid growth in disposable incomes, the development of
modern urban lifestyles, and the emergence of the kind of trend-conscious consumers that
India has not seen past apparel industry is in its growth stage. Brands build consumer loyalty
by delivering excellent value no matter the price point- high, low and medium.

Amit Aggrawal (2010) has observed that the consumers perceive brands as providing
both emotional benefits and utilitarian benefits. Advertising and sales promotion has an
influence on consumer perception. The companies should provide for better customer care
centers from where the executives may help the customers in the best possible manner.

Rakhshan Ahsan, Ayesha Saeed, Shafie Siddiqi, Dr.Afsheen Massod, Fauzia Zeeshan
(2017) has observed that the preference for branded apparel is fast changing because of the
personality awareness, status, quality, comfort they deliver to their customers. The factor that
influence consumer satisfaction are ; estimation of administration quality or item quality,
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consumer emotion, perception of equality and fair.Brand consciousness and buying behaviour
are likely to mediate relationship between brand loyalty and consumer satisfaction.

Gopinath.R (2010) has observed that the customer taste and preference are changing
and leading to radical transformation in life style and spending patterns, which in turn is
giving rise to new business opportunities. Quality is the corner stone of a strong bond and a
quality product delivers superior performance. In ranking by customers, the quality factor
occupies the first position: colour and design, comfort, and style are securing successive
ranks respectively.

P.M Renuka and Sadhana D.Kulloli (2016) have observed that the quality comfort
durability and its colour combination were the reasons for preferring branded garments.
Purchasing being a complex procedure includes decision for quality, price, brand, style and
fit, product varieties, colour design and fashion to be considered while purchasing.

Susana Garrido Azevedo, Madalena Pereira, Joea Ferreira, Vilma Pedroso (2008)
observed that the knowledge of consumer behaviour directly affects marketing strategy. There
is a widespread recognition that consumer behaviour is the key to contemporary marketing
Success. The whole idea behind this reasoning is that consumer behaviour takes place within
the context of groups and other individuals' presence which influences consumer's processing
of information and decision making.

MS.D.Alamelu has observed that (2018) has observed that the market is expected to grow as
world’s largest consumer economy by achieving US 400 billion in consumption by
2025.Customers aged between 24-29 years have higher satisfaction in quality, price, appeal,
brand and variety other than age category. This growth is being driven by the number of
factors such as increase in disposable income; increasing special moments and occasion,
growth, in fashion increasingly become a form of self-expression.

Prof.Lakshminarayana.K, Dr.Sreenivas D L (2018) has observed that brand

consciousness is the new fashion mantras which as caught on like forest fire. Fashion design
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based industrial actors also contribute to creating images and myths that support consumers’
orientation towards branded apparel. Low price, a large and varied selection, fast delivery and
the freedom to exchange attract most customers regardless of the product type.

Assist.Prof.Dr.Burcu, Res.Assist.Bilge and Res.Assist.Ozge (2017) has observed that

the appeal purchasing constitutes an important part of the overall purchase of consumers. The
least important ones are popular brand names, fashion ability, and store layout. Pricing and
convenience of location of factors had the lowest belief scores.

Pooja Kunwar (2018) has observed that the consumer has become pragmatic,
educated and demanding learning how to manage money and time efficiently. Multichannel
retailing strategy is the dominant format for the appeal retailing industry. Economical and
social changes are major contributors into multiple segments with different values and buying
priorities.
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