Consumer Perception and Brand Analysis  of Womens Wear in Indian Market with  Special Reference to Hosur

S. SYED AHAMED; Dr. A. Ravi

Volume : II, Issue : IX, September - 2013

Consumer Perception and Brand Analysis of Womens Wear in Indian Market with Special Reference to Hosur

S. Syed Ahamed, Dr. A. Ravi

Abstract :

The women�s wear market in India has the potential to grow into Rs 65,572 crore market sizes by 2015. Maturing at the rate of 15.2 per cent, as compared to the growth of the total apparel sector at 14.7 per cent, women�s wear has enjoyed a steady 32 per cent market share. In fact, it is the segment that currently shows the highest growth rate among all major apparel segments. India�s domestic fashion market for apparel, textiles and fashion accessories is currently worth Rs 113,500 crore, which is 9 per cent of the overall retail market (Rs 12,00,000 +crore/US$270 billion) as per the India Retail Report 2007. The country�s organized retail market is worth Rs 55,000 crore, with apparel, textiles and fashion accessories accounting for 39 per cent, registering a steady yearon–year growth of 10.7 per cent for the past couple of years. Of the total Rs 113,500 crore fashion market size, women�s wear accounts for 29 per cent share. Second only to the menswear segment, the women�s wear market in the country has enjoyed a robust presence with a steady 32 per cent of market share. The study has undertaken in the Industrial Hub called Hosur, located near to the Bangalore which is known for Textiles, Garments and Fashion. The study examines Consumer Perception towards preferences, frequency of purchase, expenditure incurred for purchasing formal wears, factors influencing the customers for the selection of Formal wear, Usage of Formal wear and the Brand analysis of various ands available at Hosur. The results reveal that Socio–Cultural and Personality related factors induce the purchase intention among the consumers. The study would be very useful for all the Formal wear manufacturers to understand the Perception level and Expectations of consumers and also to know the competitors ands.