A study of women's apparel buying behavior with reference to Kolhapur district

The study investigates women's apparel buying behavior in selected retail outlets in Kolhapur district. The study is used to determine the factors which influencing women consumer purchasing behavior towards an apparel brand. Income level, life style, price of the garment, satisfaction level and expectation level are the factors impacting on the women's buying behavior towards branded garment. Data was collected through self-administered questionnaires. Data analysis included descriptive statistics and chi square goodness of fit test. The results indicate that price of garment can affect women's buying behavior towards branded readymade garments. They are not dominated by any fixed ideology-driven lifestyle. However, the study identified that women in these areas tended to be more fashion conscious. Recommendation reveals to understand the expectation of women in rural area and satisfaction level of female consumers could help apparel retailers to keep branded garments that can suit to women's in Kolhapur district.