Customers perception on branded apparels an empirical study with reference to Indian mens garments Indian market

Abstract

The Indian apparel Industry has been a remarkable success story and made India proud newlinewith its gigantic growth in recent times. The Industry has grown at a delirious pace in last newlinetwo decades creating huge volume of demand due to changing life style and concern for newlineprofessionalism. Though professional treatment is inculcated in marketing the product of newlinethe Industry, still there is a gap in expectation and delivery. The success of retaining the newlineemployee depends on strategies to be framed to retain customers. The study reviewed the newlineliterature survey and explored the insights of previous studies undertaken by the newlineresearchers. newlineThe study examined the critical practices adopted by branded companies and its impact on newlinecustomer retention. The aim of the study is to focus on the comprehensive insight is newlinelimited to men wear, to be specific shirts and t-shirts. The effect of customer preference, newlinecustomer expectation and customer satisfaction on customer purchase decision is newlineanalysed. newlineThe study is descriptive in nature, both primary and secondary data used. Primary data newlinehave been obtained from the respondents through a five point Likert Scale Structured newlinequestionnaire. Those who are in Chennai city were included in study to collect data. The newlineselected sampling size for the study was 642 respondents from Chennai. Convenience newlinesampling is used. Statistical tools such as Cronbach s Alpha, Confirmatory Factor newlineanalysis, Mean and Standard Deviation analysis, Correlation analysis and One-way newlineANOVA are applied to achieve the objectives. A model for impact of customer newlinepreference, customer expectation and customer satisfaction on customer purchase decision newlineis developed using AMOS, Structural Equation Modeling. The variables considered for newlinethe study are classified into independent variables and dependent variable. Independent newlinevariables are customer preference, customer expectation and customer satisfaction. newlineDependent variable is Customer Purchase Decision. newlineThe mean score of variables in customer preference, customer expectation and customer newline