Consumer Behaviour Towards Branded Apparels
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
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