Demographic Inclination towards Purchase Factors: A Study on Fashion Apparels

A cutthroat competition took place in fast moving consumer goods in the international market with the advent of Globalisation and since then it has been continuously increasing. Fashion apparels segment, like other segments of FMCG, has equally been affected.

The paper aims at finding out the consumer pool towards major components of apparel market. The research has been conducted through cluster analysis on seven factors viz. Quality, Price, Promotion, Brand, Variety, Design and Warranty against four demographic groups viz. Age, Income, Gender and Occupation. The paper attempts to reflect the real face of the market and contribute to the marketers while developing sales strategies.