Sales promotion practice in apparels in retail sector

Indian apparel market is at the infant stage where extensive changes are to be evident, due to mass urbanization and shift of population from rural to urban areas we can see rapid growth which has spawned a new class of consumers with more money to spend, and mainly a growing passion for fashion. In this new opportunistic market like India there is a high scope for apparel retailing, wherein there is significant growth opportunity for both foreign and domestic players. This research studies the industry in detail from both business point of view and customer’s perspective. This research attempts to understand sales promotion practices presently implemented by organized apparel retailers, the way they evaluate these strategies and the challenges ahead. The research was divided into two parts, i.e. one from the business point of view and the other from customers’ viewpoint. Hence the sample for customers consists of 200 respondents and sample of 5 multi-brand apparel retailers in Bangalore south. Primary data was collected through a structured questionnaire for customers and an interview session with the store manager of the apparel retailer on the basis of a draft questionnaire. Secondary data was collected from research reports, databases, journals, articles, previous projects etc. SPSS 17.0 and excel was used to compute the data statistically. The results of the study will help the apparel retailers plan their sales promotion strategies to reach their customers and influence them to visit their store to purchase apparel products.