An Empirical Analysis of the Factors Affecting Customer Buying Behaviour relating to Readymade Garments in India: A Field Survey Based Study




 Consumers buying behaviour is the study of individuals and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Purchasing of consumable goods which mainly depends on style, choice and fashion of the modern civilization like ready-made garments is based on consumers’ psychology whether to make demand or not; it is undeniably becoming a part of consumer behaviour analysis. Therefore, it has become very crucial that manufacturers of readymade garments should be acquainted with the perceptions and attitudes of the respective consumer. The purpose of this study is to explore the factors which influence readymade garment buying behaviour of Indian customers. The study is mainly confined to a regional study taking a few selected readymade garment shops at Shyampur-Bagnan area of Uluberia subdivision of Howrah District, West Bengal, India. In exploring consumers’ buying behavior relating to ready made garment industry in Indian perspective , it has been observed  that there are several factors  which affect the consumer buying behavior towards readymade garments like, price, comfort, quality, availability,style,durability etc.  Out of these variables, durability, availability and price, comfort and style respectively carry the highest factors loading. It means these five factors are most important while purchasing the readymade garments. Quality is with the lowest factor loading, which means while purchasing the readymade garments, it is less important in rural areas likes our sample region.  The study will enable us to understand the buying behavior of customers of readymade garments, especially in rural areas of West Bengal, India.


Keywords: Consumer, Buying Behavior, Factors, readymade garments, India.

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ISSN: 2332-2160

Impact Factor = 0.465 (2013)