THE ANALYSIS OF BUYER AWARENESS IN TEXTILE RETAILING IN CUDDALORE DISTRICT

Povzetek

This paper investigates the demographic information and buying behaviour of textile consumers in Cuddalore district and the major dimensions of the buyer awareness such as brand awareness, product awareness and price awareness are analyzed. Information was collected from 100 respondents in different age groups, occupations, income levels, and family structures by means of a structured questionnaire. Results indicate that consumer awareness of brands and products is low on the whole but that price awareness and perceptions are mixed. A pronounced disparity in the awareness level was noticed in terms of living residence. The research also brings out consumer favorites regarding how often they venture out to shop, by what means they travel, how much money is parted with, and time of transaction. The findings have important implications for textile retailers, marketers and policy makers who seek to enhance consumer participation and information processing in local markets.