1Associate Professor, Department of Management Studies, Anna University Regional Campus Coimbatore, Navavoor, Coimbatore-641 046, Tamil Nadu, India
2Research scholar-PhD part time in Management, Karpagam University, Coimbatore-641021, Tamil Nadu, India
Online published on 21 May, 2016.
India is a land of vast diversity and cultures. Geographically there are many different cultures in this subcontinent. Each culture has its own ethnic wear with regard to its religious practices. Clothing occupies the most prominent position in developing the culture of a country. It always symbolizes a culture for the people. Dressing is an exclusive characteristic of human beings. Clothing and fashion reflects the civilization of a country. There were many types of ethnic wears available for the people as per their culture & social activity of the country. Ethnic wear market is developing from time to time with respect to the changes in the fashion world. In India ethnic wear for women always referred to silk saris. Its design and method of weaving pattern may vary from place to place; Still it accounts 60% of Indian woman's clothing and growing 10–13% annually. The aim of this study is to understand the effect of socio economic factors affecting buying behaviours with respect to silk saris. This study would provide an idea on the key socio economical factors which affecting purchasing behaviour of customer and it could be useful to drive strategic planning for marketing of ethnic wear with respect of silk saris. This study brings an insight on factors that the marketer and manufactures should concentrate to attract the prospective female buyers.
Customers buying behaviour, Ethnic wear, Socio-economic factors
