Online ISSN: 2515-8260

Keywords : Buying Behavior


An Empirical Study On Consumer Perception Towards Branded Silk Sarees In Kanchipuram District

S. Sivakavitha; Dr. K. Selvasundaram

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 3, Pages 4598-4612

The Indian markets are needed to understand the emerging markets and consumers has become an enormous challenge for the corporate world especially in creating and managing a potential brand. India is witnessing change in life styles of vast section of the population. By developing a dominant brand, corporate can establish 'equity brand ' and the equity helps the firms in a variety of ways to manage competition and to maintain market share. Due to the globalization process, Indians are becoming interested in readymade dresses, particularly Multinational brands. Buying behavior of Women on branded Silk Sarees is changing one. Number of individuals visits the showroom with a brand in mind because the standard, quality and luxury of that brand are suitable for them. It becomes important for the marketers to know these relationships for successful design and execution of branding strategies.
The present study investigates Women’s perception towards branded Silk Sarees and to determine the brand of blouse most preferred by respondents in KanchipuramDistrict. The study also examines consumer’s perception towards retail garments showrooms in KanchipuramDistrict. The study may be a descriptive study. Primary data was collected with the assistance of structured questionnaire administered to 215 female respondents in KanchipuramDistrict and therefore the sort of sampling was convenient sampling. Using statistical package for social science for the subsequent test was administered 1.Factor Analysis, 2.Multiple Regression, and 3.Descriptive statistics. Pilot study was conducted and therefore the necessary additions and deletions were made within the questionnaireto see the reliability and validity of the information collected Cronbach’s alpha test was administered and therefore the value of Cronbach’s alpha is 0.712. Based on the test result a number of the relevant finding were derived which will be use full to seek out the factors that basically influences Women’s towards particular brand of Silk Sarees. The manufactures can begin with suitable strategies to beat the issues.