Organizational Resources
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
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