A study on the buying behaviour of target customers in Apparel Shopping

consumer research on apparel shopping


A well-known apparel store in Theni


This apparel store had its outlets in Theni and Dindigul and was preparing to launch its 3rd outlet in Madurai. Brand Kare was hired to conduct a study to gain consumer insights on Apparel Shopping


Quantitative Research and Focus Group discussion was conducted among the target audience. The study focused on understanding the preferences, buying habits with respect to apparel shopping and also their expectations and pain points. The major competitors in the industry were also revealed in the study.


The research was able to frame an ‘ideal shopping experience’ that customers expect in an apparel store. The study also categorized the type of customers who enter the store and the differences in their purchase habits. Other parameters include the major factors considered in apparel shopping, expectations, preferences of the TA, ad recall, etc