Balamurugan, T (2018) A STUDY ON YOUNGER GENERATION CONSUMER PREFERENCE TOWARDS SELECTED APPAREL BRANDS. INDIAN JOURNAL OF APPLIED RESEARCH, 8 (5). pp. 22-23. ISSN 2249-555X

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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 WiFi boom and hence leads to the changes in the life styles. The current scenario of the Indian market looks bright. 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 GDPand 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.

Item Type: Article
Uncontrolled Keywords: Garments, Brand Image, Apparel Brands And Younger Generation Preferences
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Mr Team Mosys
Date Deposited: 11 Apr 2022 04:54
Last Modified: 11 Apr 2022 04:54
URI: http://ir.psgcas.ac.in/id/eprint/726

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