A study on consumer buying behavior in the apparel industry in mumbai and navi mumbai

This research paper studies the consumer buying behavior of apparel buyers in Mumbai and Navi Mumbai. It is found that most of the consumers preferred branded apparel over non-branded ones. More than 50% of the sample size preferred private label brands over the other brands as they found it pocket-friendly. They were less affected by the choices of their friends and relatives. Also, more than 50% of the consumers are dissatisfied with the after sales services and it is a big turn off for them. The exchange-time for a product also plays an important role in the buying preferences of the consumer. Their income also has a great influence on their purchase pattern. Majority of the respondents preferred readymade apparel than the stitched ones and may switch to another brand, if their preferred brand is not available. Most of them prefer western apparel over Indian apparel.