“A study on factors influencing women's buying behaviour towards garments“

The Indian women apparel market has undergone a transformational phase over the past few years-growing number of working women, changing fashion trends, rising level of information and media exposure, and entry of large number of foreign brands have given the industry a new phase lift. As a result, major player in the apparel market have now started to diversify themselves into women wear in order to capitalise the highly lucrative women apparel market. The market, in the past five years, posted a growth rate of good 14%. This growth is considerably very high compared to the world market share. This study aims to identify the major factors which will influence the women purchase decision making towards the women garments. This will help to understand the women purchase behaviour so that marketers can plan accordingly to promote their product at the right place at the right time.