IMPACT ON CONSUMERS BUYING BEHAVIOUR TOWARDS READYMADE GARMENTS (WITH SPECIAL REFERENCE TO DELHI)

• Professor (Dr)Bhisham Kapoor

  Head of department , Faculty of Commerce Ex-officiating Principal , M.M.H. college Ghaziabad Dean, Convenor , Ex-Member of Board of Studies Member of Academic Council , Chaudhary Charan Singh University Meerut

  Author

• Pinkey Pandey

  Assistant Professor , Sri Aurobindo College (Eve.) Research Scholar, Department of Commerce, Chaudhary Charan Singh University Meerut

  Author

The objective of this research is to determine and explain the key determinants that have significant influence on consumers in the context of Readymade Garments, with main focus to be on the inhabitants of New Delhi. Due to different modes of life and works, population shift is rapidly increasing, incomes are rising not to mention the exposure to current environs and the level of shopping success is changing. Brand preferences, sensitivity to promotions, opinions towards product prices and consumption in reference to behavior and the use of social media will be examined. Both primary and secondary data have been collected which has proven to be effective particularly in understanding consumer behavior, their psychological conditions and attitudes, and their expectations while purchasing clothes in Delhi city. There is an increase in the market as more people go in with the idea of the things to be dawned in changing trends wear most specifically a branded and classy one in which the preference is influenced by feelings. Why is this the case that there is an increase in the consumer inclination to branded and fashionable clothes with clothes which promote tangible features of the product such as style, durability and price also playing a very critical role. Over and above that, the headstrong is how these new technological modes of selling have supplanted the conventional ways of buying and selling as they facilitate aspects such as price competition and standards. Consequently, the study suggests that the garment industry should be more customer oriented, and marketing and point of sale particularly form the major areas that need to be improved.

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