ISSN: (Online) 2321 -4155
ISSN: (Print) 2320 -7000

JOURNAL OF INDIAN RESEARCH
VOLUME : 3, ISSUE : 2, April-June, 2015 (ISSN No. : 2321-4155)
 
A STUDY OF FEMALE CONSUMER BUYING BEHAVIOR FOR ORGANIZED RETAIL APPAREL STORES WITH SPECIAL REFERENCE TO AHMEDABAD CITY
Dr. Vasudev Modi
 
ABSTRACT
Apparel is one of the basic necessities of human civilization along with food, water and shelter. The Apparel Industry reflects people’s lifestyles and shows their social and economic status. Female as a consumer group have gained significant importance for marketers in recent years because of their growing purchasing power. The purpose of the study was to understand the Indian apparel market in terms of market size and growth and to study the important demographic, psychological and socio-economic factors which influence the consumer buying behavior for apparel with reference to females residents in Ahmedabad City. For ease of access of primary data, a questionnaire was prepared to collect data from female consumers of different areas of Ahmedabad. The collected data was analyzed using various quantitative tools. The relation between various demographic variables and consumer behavior on apparel has been explored. Apparel companies can target the right target segment in terms of gender, age group, family income, personality, culture, etc. by understanding the preferences of the female consumers and can devise strategies to enable the females to access their products easily.
 
KEYWORD
ANOVA, Apparel, Consumer Behavior, Female, Organized retail.
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