A STUDY ON CONSUMER PREFERENCE TOWARDS BRANDED CLOTHS

INTRODUCTION

Customer’s satisfaction, a term frequently used in marketing is a measure

of how products and services supplied by company meet or surplus
customer’s expectations. Customer satisfaction is defined as,” the extent to
which customers are happy with the products and services provided by a
business”. The degree of satisfaction provided by the goods and services of
a company by the number of repeat customers.

Indian textile industry is one of the leading textiles industries in the world.
Though was predominantly unorganized industry even s few years back,
but the scenario started changing after the economic liberalization of
indian economy in 1991. The opening up of the economy gave the much
needed thrust to the indian textiles industry, which has no successfully
become one of the largest in the world

Indian textile industry largely upon the textile manufacturing and export. It
plays a major role in the economy of the country. India earns about
27percent of its total foreign exchange through textile exports further, the
textile industry of india contributes hearly 14percent of the total industrial
production of the country. It contributes about 3percent to the GDP of the
country. Indian textile industry is the largest in the country in terms of
employment generation. It not only a generated job in its own industry but
opens up scopes for the other ancillary sectors, Indian textile industry
currently generates employment to more than 35millons people

Indian textiles can be divided into:

1.Cotton Textile

2.Silk Textiles

3.Woolen Textiles

4.Readymade Garments

5.Hand Crafted Textiles

6.Jute And Coir

 OBJECTIVES

1. To study the important factors considered by the customers while

purchasing the dresses/material

2. To identify the effectiveness of advertisement on customers buying

Behaviour

3. To study the preference of customer towards various branded cloths

4. To study the factors which influence the brand preference of cloths

5.To assess the problem faced by the branded cloths

SCOPE OF THE STUDY