International Journal of Multidisciplinary Research and Development

International Journal of Multidisciplinary Research and Development


International Journal of Multidisciplinary Research and Development
International Journal of Multidisciplinary Research and Development
Vol. 2, Issue 12 (2015)

A study of consumer behaviour of generation Y with respect to retail sector: Indian apparel industry


MS Khan, Brijesh Kumar Yadav

Retail is presently the booming sector of the Indian economy. This trend is likely to continue for at least the next two-three decades, and it is attracting enormous attention from all entrepreneurs, business heads, investors as well as real estate owners and builders. Availability of quality, retail space, wider availability of products and brand statement are some of the factors that are driving the retail in India. Retail industry in India, being one of the biggest retail industries in the world in terms of growth, provides goods and services to a large number of people from various strata of society. Retail sector also supports to create gigantic employment opportunities for the young generation as new form of organized retail sector has appeared within the retail industry The present study is a diffident attempt to identify the factors affecting consumer buying behavior that is influenced by the apparel segment of Indian retail sector and to gauge the importance of each of them to consumers in selecting apparel from organized retail outlets. Following the global trend, Indian retailing is observing a paradigm shift from traditional structure to a modern organized retailing sector. In spite of delayed entry into the organized retailing, it is forecasted that India will lead the industry and will be on the second position soon. There are many key drivers which have driven the dynamic Indian organized background, of which some prime drivers are increasing number of working women, increase in disposable income, and cheap availability of credit, price differentiation, and increase in similar quality of products, increase in use of media to position the product and increase the sales. To gain all the benefits from this exponentially growing market there is a need to study the behavior of consumers, but Indian literature mandates are deficient in this regard. Retail offerings feed the changing lifestyles, fashion and ever changing consumer behavior especially in the apparel industry.
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How to cite this article:
MS Khan, Brijesh Kumar Yadav. A study of consumer behaviour of generation Y with respect to retail sector: Indian apparel industry. International Journal of Multidisciplinary Research and Development, Volume 2, Issue 12, 2015, Pages 94-97
International Journal of Multidisciplinary Research and Development International Journal of Multidisciplinary Research and Development