Abstract

The retail apparel sector has undergone substantial expansion in recent years, with Madurai City establishing itself as an important center for clothing consumption. This research examines the purchasing behaviours and satisfaction levels of female consumers in relation to retail clothing establishments in Madurai. It delineates pivotal factors influencing these behaviours, encompassing product quality, pricing, shopping environment, promotional initiatives, salesperson conduct, and brand perception. Data were gathered utilizing a meticulously structured questionnaire disseminated to female patrons across prominent retail establishments, supplemented by secondary data sources. The results indicate that product assortment, cultural designs, competitive pricing, and brand equity exert a pronounced influence on purchasing decisions. While a majority of consumers report satisfaction regarding product quality and the shopping environment, enhancements in pricing strategies and promotional efforts have the potential to bolster customer loyalty. The research underscores the necessity of aligning retail offerings with consumer expectations to maintain market competitiveness.

Authors

T. Manoj Kumar, L. Ivan Kenny Raj, J.M. Smrthi
Mepco Schlenk Engineering College, India

Keywords

Purchase Decision, Female Customer Satisfaction, Female Consumers, Retail Clothing Stores, Store Environment, Brand Image, Product Quality