Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON CUSTOMER BUYING BEHAVIOUR TOWARDS BRANDED GARMENTS IN MADURAI CITY

R.RAJA PANDI, S.THIYAGESH, DR.N.ILLAMBIRAI

Abstract

The study explores customer buying behavior towards branded garments in Madurai City, focusing on factors influencing purchasing decisions, brand preferences, and the impact of marketing strategies. With the rapid growth of the branded apparel industry in India, understanding consumer behavior has become crucial for businesses to tailor their offerings and enhance customer satisfaction. Madurai, a culturally rich and economically vibrant city, serves as an ideal location for this study due to its diverse consumer base and increasing penetration of branded retail outlets.The research employs a mixed-method approach, combining quantitative surveys and qualitative interviews with consumers aged 18–45 years. Data was collected from 200 respondents across various demographics, including age, gender, income levels, and occupation. The study examines key factors such as brand loyalty, price sensitivity, quality perception, fashion trends, and the influence of advertising and social media on purchasing decisions. Additionally, it investigates the role of store ambiance, customer service, and promotional offers in shaping consumer preferences.Findings reveal that quality and brand reputation are the primary drivers of purchasing decisions, followed by price and design. Younger consumers are more influenced by social media and celebrity endorsements, while older consumers prioritize comfort and durability. The study also highlights the growing preference for eco-friendly and sustainable brands among environmentally conscious buyers.

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