Volume : VIII, Issue : V, May - 2018

A STUDY ON YOUNGER GENERATION CONSUMER PREFERENCE TOWARDS SELECTED APPAREL BRANDS

Dr. T. Balamurugan, Ms. Monica. P

Abstract :

Indian marketing scenario is undergoing a phenomenal change over the last few years. This is also positively affecting the economy of the country which in fact has led to high standard of living, high per capita income and other aspects of economic development. Consumer pattern of behaviour due to the changes in technology such as multiple uses of smart phones, internet and Wi–Fi boom and hence leads to the changes in the life styles.

The current scenario of the Indian market looks ight. It is no longer a seller’s market and over the years, it has become one of the largest consumer markets in the world. The significant growth of the Indian economy has also put a positive impact on the market. To complement the economic growth, the retail marketing sector in India is also on its high. It contributes around 10 % of the overall GDP and generates around 8 % of the overall employment in the country.

Over the years, the retail marketing sector is expected to rise by around 25 % due to improvement in per capita income, better lifestyle, and better demographic patterns. According to the experts, the retail and marketing sector in India will amount to around US$ 175– 200 billion by the year 2016. 

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr.T.BALAMURUGAN, Ms.MONICA.P, A STUDY ON YOUNGER GENERATION CONSUMER PREFERENCE TOWARDS SELECTED APPAREL BRANDS, INDIAN JOURNAL OF APPLIED RESEARCH : Volume-8 | Issue-5 | May-2018

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