A Study of Factors of Consumer Buying Behavior and its Influence on Consumer Perception: Evidence from Value Fashion Retail in The City of Bengaluru
Keywords:
Fashion, Retail, Consumer behavior, location, brand, promotional toolsAbstract
Apparel industry, viewed as one of the outstanding economic growth engines, has been radically evolving over the past few decades due to retail consolidation, globalization and e-commerce. Impetus for this study came from the fact that there has been a tremendous demand for product variety and very short product life cycle in value fashion .Developments in technology have raised expectations from fashion apparel industry.Being fashionable is becoming an imperative among the millennial. Individuals expect not only comfort,quality and being fashionable,but also demand proper fitting and ease of care.Objective was to understand the determinants of consumer buying behavior with regard to value fashion apparel and its impact on buying behavior particularly in India context as not many studies have been done in India. Theoretical framework was derived from secondary study of published researches.A random sample of 199 respondents within the city of Bengaluru was considered to gather data and the data so collected was analyzed using SPSS.Study validates a comprehensive approach to explaining factors influencing consumer perception about value fashion. An in depth analysis was done as to how factors of purchase decision, brand behavior and price influence the buying behavior and perception of the consumer.However it was found that factors such as store location, promotional tools, impulsive buying, had a greater impact on people.
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