A Review of India’s evolving Apparel Retail scenario and its relationship with Purchasing Behaviour of young Consumers

  • Ayesha Anum Research Scholar
Keywords: Consumer Behaviour, Apparel Industry, Foreign Direct investment, E-commerce, Retailing, Indian Consumers, Global and local brands


While most of the internationalization efforts have concentrated on the economic and industry conditions that influence investment and business decisions in India, little research has focused on Indian consumers. (Bhardwaj, Kumar, & Kim, 2010). The purpose of this paper is to provide a detailed account of changing Indian consumer profiles and its effects on the Indian retail scenario in relation to recent changes in the economic conditions of the country, and therefore the Apparel Industry. It gives a broad overview of the apparel retail industry and the various related aspects such as FDIs and e-retailing. A wide range of journal databases and websites were referred to review the works of various researchers by compiling the various research works literature in the field of Retailing and Consumer Purchasing Behaviour. The multiple aspects of the subject are categorized for future research works in the areas of apparel retail with the suggestions. The paper will be useful for marketing practitioners and researchers towards comprehensive understanding of young Indian consumer’s apparel buying preferences in light of the changing economy.


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