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A study on factors affecting consumer buying behavior in apparel category in delhi and ncr region with special reference to koutons & cotton county retail stores

National Journal of System and Information Technology

Volume 2 Issue 1

Published: 2009
Author(s) Name: Anagha Shukre, Vaibhav Pratap Singh
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Abstract

This paper is an attempt to find the various factors which affects customer buying behavior in apparel category market in India esp. Delhi/NCR. The impact of various buying factors like sales and promotions, placement of products, window merchandising, effective price strategy etc on customer buying behavior have been analyzed. Kotler’s black box model has been used as the basis of the current study to understand the consumer buying behavior in Apparel Industry. The study is based on the primary data collected from Koutons and Cotton County retail stores from the area of Delhi and NCR regions with the help of structured questionnaire. Keywords: consumer buying behaviour, apparel retail, visual merchandising

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