In India retail industry is the largest among all the industries, the retail industry is upgrading itself providing with endless array for customer choices like changing life style, customers brand awareness depending on income level of customers. The retail industry in India is hailed as a sunrise sector and the value is estimated to increase from US $330 billion in 2007 to US$640 billion by 2015 i.e., almost double the value. The size of India's retail sector is currently estimated at around $450 billion and organized retail accounts for around 5% of the total market.
We cannot take customers for granted because consumer buying behavior determines how consumer decides which product to buy and what all factors are responsible for the buying decision. The firm has to satisfy the needs and wants of a consumer.
Hence the present study has been conducted to understand the impact of various factors viz. physical attributes, display, merchandise, sales people, and overall quality of store on customers' buying decision in Apparel Retailing.
Table of Contents
1. INTRODUCTION
2. LITERATURE REVIEW
3. OBJECTIVE OF THE STUDY
4. NEED FOR THE STUDY
5. RESEARCH METHODOLOGY
5.1 SAMPLING PLAN
5.2 DATA COLLECTION
5.3 SCALING TECHNIQUES
6. DATA ANALYSIS AND INTERPRETATION
7. FINDINGS
8. LIMITATIONS AND FUTURE RESEARCH
9. CONCLUSION
10. RECOMMENDATIONS
11. Industry Profile
11.1 Growth of Indian Retail
11.2 Retail formats in India
11.3 Major Retailers in India
11.4 The Future
Research Objectives & Key Themes
The primary goal of this research is to investigate the factors that influence the buying decisions of customers within the apparel retail sector, with a specific focus on store experiences. The study aims to evaluate customer satisfaction levels across various store attributes and determine which variables significantly impact consumer behavior.
- Analysis of consumer buying decision processes in the apparel retail industry.
- Evaluation of customer satisfaction regarding store physical attributes, display, and merchandise.
- Assessment of the impact of demographic variables and sales personnel on buying behavior.
- Identification of key factors influencing consumer store preference and retention.
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LITERATURE REVIEW
Eric (2010) has written an article on factors that influence consumer buying behavior. According to him how complex our technology has become and no matter how much we evolve there are some basic Needs and Wants that don’t change. The Needs and Wants are that they may make us feel complete, happy, fulfilled, and comfortable or any combination of feeling. He also says the basic reason behind any purchase of consumer is to fulfill either his Need or Want. Need and Want although similar are quite different he adds. Need is something usually indicates a “desire” or more than a desire. Want is something usually indicates a “non-need” but makes their life happier. He also explains Need and Want with a simple example: a consumer has to buy a new tire because his current tire has gone flat this indicates a Need because the care will not properly without the tire. If a consumer wishes to add heated seats to his car, then this indicates his Want although car will run properly without heated seats he is buying heated seats so he can make his driving more enjoyable and comfortable. He also mentioned few drivers written by Schwab’s in 1956 which he thinks consumers mainly concentrate.
Summary of Chapters
INTRODUCTION: This chapter provides an overview of the dynamic Indian retail industry, highlighting the transition from the unorganized to the organized sector and the importance of understanding consumer behavior.
LITERATURE REVIEW: This section compiles various scholarly articles and expert perspectives on the factors influencing consumer buying decisions, including needs, wants, and decision-making processes.
OBJECTIVE OF THE STUDY: This chapter outlines the goals of the research, specifically focusing on assessing customer satisfaction and identifying drivers of buying behavior.
NEED FOR THE STUDY: This section justifies the research by highlighting the necessity for retailers to understand shopping experiences and customer attitudes to maintain a competitive advantage.
RESEARCH METHODOLOGY: This chapter details the research design, including the use of convenience sampling, structured questionnaires for data collection, and 5-point scaling techniques.
DATA ANALYSIS AND INTERPRETATION: This chapter presents the empirical results of the study through multiple regression models, evaluating the impact of store attributes on customer decisions.
FINDINGS: This chapter summarizes the key discoveries, such as the impact of physical attributes and displays on buying decisions and the lack of significance of gender or sales personnel.
LIMITATIONS AND FUTURE RESEARCH: This section acknowledges the constraints of the study, such as the reliance on convenience sampling, and suggests areas for future academic inquiry.
CONCLUSION: This chapter synthesizes the main findings, confirming that specific store factors are critical for influencing customer buying decisions.
RECOMMENDATIONS: This chapter provides practical suggestions for apparel retailers to improve pricing strategies, promotional efforts, and customer service quality.
Industry Profile: This chapter provides contextual background on the Indian retail landscape, including market growth projections, common retail formats, and major national retailers.
Keywords
Apparel Retailing, Buying Decision, Consumer Behavior, Customer Satisfaction, Organized Retail, Indian Retail Industry, Market Trends, Physical Attributes, Merchandise Display, Multiple Regression Analysis, Shopping Experience, Retail Management, Consumer Needs, Brand Choice, Store Investment
Frequently Asked Questions
What is the primary focus of this research?
The research focuses on identifying the key factors that influence customer buying decisions within the apparel retail sector in India.
What are the central themes of this study?
The study revolves around consumer buying behavior, customer satisfaction, store attributes (such as display and physical layout), and the impact of these variables on retail success.
What is the core research objective?
The objective is to understand how various store-related factors affect customer purchasing decisions and to measure the level of customer satisfaction with those stores.
Which methodology was employed in the study?
The study used both qualitative and quantitative techniques, utilizing convenience sampling and structured personal interviews with 80 respondents.
What does the main body of the paper cover?
The main body covers a literature review of consumer behavior, the research design, statistical data analysis using multiple regression models, and an industry profile of Indian retail.
Which keywords characterize this work?
Key terms include Apparel Retailing, Buying Decision, Customer Satisfaction, Consumer Behavior, and Organized Retail.
How do physical attributes influence the buying decision?
The study found that physical attributes of a store, such as layout and ambiance, play a significant role in attracting customers and driving their buying decisions.
What was the outcome regarding the impact of sales personnel?
The statistical analysis indicated that, in the specific context of the surveyed stores, sales personnel did not have a significant impact on the final buying decision of the customers.
Does gender affect the buying decision in this study?
No, the research findings concluded that gender does not show a statistically significant impact on the buying decisions of customers at the studied retail outlets.
What are the primary recommendations provided by the author?
The author recommends that retailers rethink their pricing strategies, improve promotional communication, increase merchandise variety, enhance store ambiance, and provide better training for sales personnel.
- Quote paper
- Swapna Menthula (Author), 2012, Factors Affecting Buying Decision of Customers’ in Apparels Retailing, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/207808
