A Study on Success Factors that Influence Consumers Buying Behavior Towards Branded Retail Outlets for Apparels in Chennai City.
Vinotha1, L. Jayanthi2

1Dr. Vinotha, HOD, Department of Commerce, Sri Kanyaka Parameshwari College for Women, Chennai (Tamil Nadu), India.
2L. Jayanthi, Assistant Professor, Department of Business Administration, SRM Institute of Science and Technology, Chennai (Tamil Nadu), India.
Manuscript received on 14 June 2019 | Revised Manuscript received on 10 July 2019 | Manuscript Published on 17 July 2019 | PP: 176-184 | Volume-8 Issue-1C2 May 2019 | Retrieval Number: A10310581C219/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: Textile industry in India is the second largest sector employing both skilled and unskilled Labour. Retailing has become such an intrinsic part of our day to day life. The economy which has a strong retail sector is said to be the greatest economic and social progress, it is dominated by small family chain and local targeted stores but now more and more western multinational companies have started to take over these retailing business .They have set up a large supply chains, huge inventory, different marketing strategies, competitive prices etc. The study of retailing in garments sector helps both the management and the academic purpose. Market is flooded with more offers and substitutes where consumers are not loyal to one particular brand or product, the activities of sales promotion, fashion, living culture are the major dependence where consumers preference is based on, therefore it helps to determine the taste, preferences, needs, wants of consumers to satisfy them and make them loyal. On the other side of academics it provides insights into the dimensions of consumer based preferences and its collaboration with the store retailing, it also refines the scaling techniques employed to find out consumers based dimensions. The study is focused in garment sector where consumers in the modern era are in the trend of purchasing branded garments and visiting branded retail outlets which dominates the traditional way of purchase. It is conducted mainly to determine the factors influencing the preference of consumers towards branded retail outlets and how those factors have an impact on customer satisfaction and consumer loyalty.
Keywords: Customer Satisfaction, Brand Retailing, Customer Loyalty, Customer Preference, Marketing Strategies.
Scope of the Article: Marketing and Social Sciences