CHAPTER 2

REVIEW OF LITERATUR
 REVIEW OF LITERATURE
1. Leena Janeja, R. Mohan Kumar, Jagbir Singh Kadyan (2019) Socio economic factors
influencing the buying behavior with special reference to selected garments retail outlet in
Chennai. The have found out that the income level of a consumer influences his buying
behaviour. Customer delighted depends on facilities available in the store like fabric varieties, use
of credit cards, parking facilities, seasonal offers, discounts and so on. Consumer attributes like
involvement, fashion brand consciousness, loyalty, emotions differ from person to person. Soto
attract and retain customers a firm has to build up trust, reputation, and satisfaction in the minds
of customers which has a greater impact on apparel buying behaviour.

2. Dr. Irfan Mumtaz K.S. (2019) Retailer’s brand awareness: An exploratory approach. He
attempts to describe the effect of retailers’ brand on the purchasing decision of the consumers. He
opines that during brand development, brand awareness is an essential tool to stand out in the
marketplace. Retailers by launching the iron brand could tap the untapped and create positive
brand awareness among consumers about their products.

3. T. Sreerekha and S. Praveen kumar (2018) in their study titled “Consumer preference towards
branded apparel purchase in Coimbatore city”. The main objective of the study is to Indian
apparel market in terms of market size and growth, focusing on men apparel market, women
apparel market, boys and girls apparel market and to study the demographic, psychological and
socio-economic factors which have influence the consumer purchase behavior for apparel. The
authors suggested that retailers an idea about the consumer decision process on apparels such a
way they will plan their future strategies which will boost up their sales. The authors conclude
that overall the consumer decision offer apparel purchase among their preference on apparel
purchase at different occasion.

4. Simpson and Shetty (2017)did a vast study on India’s textile industry. The purpose of study is to
analyze India’s textile and apparel industry, its structural problems, market access barriers, and
measurements taken by government of India to enhance the industry’s competitiveness in the post
Multi fiber Agreement (MFA) era. The study also assesses India’s textile and apparel market
potential and trade and investment opportunities for U.S. firms.
5. Mr. S. Thangavel and Dr. P. Arumugaswamy (2017) in their article of “A study on consumer
satisfaction and preference of branded clothing of men with special reference towards Coimbatore
city”. The main objective of the study is to identify the factors affects the purchase behavior of
consumer. The authors found that majority 70% of the respondent’s need a branded cloths is for
satisfaction and trust in their brands. And also the respondent felt better quality is the important
factor in purchase cloths. The authors conclude that by identifying the brand personalities that
attract the customers, companies can identify what customers look for in a product, which may
help to improve the image of the product.

6. Prof.RamMohan (2014) In his study, Influence of product and place factors on consumer Buying
behavior in Formal footwear sector, has found out that comfort, quality, durability, and brand are
product factors which influence the customer to buy a product. Along with this, it is also the
location of purchase and convenience in buying the influences frequency of purchase.

7. QHanda and Khare, 2013: Indian consumers are likely to have more options and be more open
to global brands. Knowing the attitude of Indian customers toward fashion apparel will help
global and Indian fashion producers make segmentation and targeting decisions. Previous
research into Indian consumers' engagement in fashion clothing has examined the influence of
collective self-esteemandinter personal control

8. Amed, (2013) Indian government's policy of allowing foreign direct investment (FDI) in multi-
brand retailing has presented huge opportunities for global luxury brands. The economic and
social trends are implying that global classy apparel brands have lucrative growth opportunities.
Several big retail companies around the world are getting ready to open their stores in
metropolitan cities where buyers are searching for luxury or branded clothes. About 81 million
households in India fall into the high-income and upper middle classes. Data shows India is one of
the fastest growing and largest luxury markets in the world.
9. Dr. Shahid Alam (2011) in his thesis on “Marketing Strategies of Readymade Garments Industry
of India” stated that the success and failure of any business depends upon the effectiveness of
Strategic Planning. It is therefore e suggested that a review of controllable factors within the
atmosphere of uncontrollable ones. He also suggested that a low cost product could be used to
attract consumers, once relationship with consumer is established the organization can sell
additional, higher – marginal products and services that enhance the consumer’s interaction with
low cost product or service. He also stated that measurable marketing strategies should be adopted
by the firm to reach marketing objectives.

10. Gupta (2011) this paper explores the parameters which are responsible for the decrease and
increase of export and import of textile and decrease in market share. The paper suggested textile
sector is having consistently high export performance but quite less import intensity. Due to its
inherent potential of creating millions of jobs (the highly labor intensive industry) and earning
foreign exchange through increased exports, Government is pursuing ‘garment led growth’
strategy which would also boost the prospect of upstream segment of the industry like spinning,
weaving and processing Further, elimination of global textile quotas under the Multi-Fiber
Arrangement. With suppliers free to export as much product as they can to any destination, the
Indian Apparel Export Industry will have the opportunity to increase the rate of growth of
exports (and thereby the global.

11. Garg, 2011 Another fascinating development towards the growth of the luxury apparel industry
in every city in India. From every town Benetton posted revenue growth of 20 per cent. BRIC
countries make up about 22 per cent of the world’s luxury market, which is forecast to reach 36
per cent in 2015. In comparison to other BRIC countries Indian consumers spend 5 percent on
clothing. Chinese consumers are spending10 percent of their income on clothes for bigger cities.

12. Chaudhary (2011) the paper focuses on the changes in the Textiles exports of different countries
after the MFA (Multi Fiber Agreement). Special focus is on the Indian Textiles Industry and its
position in the world in terms of textiles and clothing exports. The paper explores the changes in
the exports and profits of the Indian textiles exporters. Further it investigates the role of FDI in the
industry and what Indian Government is doing for the promotion of the industry. It was presented
that India has emerged as a major sourcing destination for new buyers. As a measure of growing
 Interest in the Indian textile and clothing sector a number of buyers have opened their sourcing/
liaison office in India.

13. Iftikharetal (2011) study explores the significance of social class and its relation with consumers
buying behavior. Whether this phenomenon is real or a myth, it is checked by review of literature,
which supports that social classes have an impact on consumers buying behavior and it is a reality
not myth. Relationship between status, education, occupation and income is examined which in
turn cause an effect on social class and depict consumers buying behavior. Based on previous
research studies it reveals that social classes are real and consumer’s buying behaviors differ
according to their position in the society. On the basis of classes people have different buying
preferences. Further discussion is made on managerial implications and future research in this
area.

14. Corbu, 2009 Since clothing reflects one's own personality, gender, taste and tastes, status, and
self-esteem, it should adhere to social norms. Collectivist groups have their identities derived
from a social identity. In one's personal life to clearance of the views of other people is accepted
Indvalued.Social identity is group-based and derives from social class affiliations. Shifts in
lifestyle and cultural values must be in line with social standards. The effect of globalization does
not diminish the desire to smash cultural values

15. Narayanan, G. Badri (2008)in this paper there has been examined the impact of phasing out of
MFA quotas on Indian garment exports as an example of competitive labor intensive sector in an
emerging market economy that has been recently facing removal of export restraints. Three
different methodologies have been employed using a monthly data from 1992:11 to 2003:9:
Perron’s (1989) methodology of testing for unit roots in the presence of trend break, split-sample
test of trend-break hypothesis and intervention analysis. The major conclusion is that the WTO’s
decision to phase out the MFA quotas has had a positive impact on the Indian Garment Exports.
Person’s trend break hypothesis does support this as a cause for change in intercept, while the
split- sample analysis shows that there has been a structural transformation in terms of
introduction of trend-stationary in place of difference–stationary. Intervention analysis shows
that this effect has been positive, significant and long-lasting. This analysis implies that Indian
apparel sector may benefit from the phasing out of MFA quotas.