THE STUDY ON CONSUMER BUYING BEHAVIOR OF TEXTILE SHOPPERS IN CUDDALORE DISTRICT

Abstract

Purpose of the study attempts to analyze the buying behavior of the textile consumers of Cuddalore district and emphasizes on their demographics profile, awareness and purchasing behaviour. A structured questionnaire was used and information was collected using questions from 85 respondents of different age, occupation, and income levels. The authors examine the components of buyer awareness—brand information, product information, and price perception—and examine the extent to which they are related to purchase behavior. The results suggest a low consumer’s brand and product awareness, but a moderate price awareness variability. The study also indicates that majority of the purchases are driven by seasonal / festival requirements and that shopping is often in the evening and by public / private transport. This study provides valuable inputs for textile retailers and marketers for the development of specific strategies according to the local consumers patterns and preferences.