Digital Influence on Customer Perception of Branded Clothes: A Study on Changing Trends and Purchase Behavior

Retailing has emerged as a booming sector in last one decade and retailing practices have also undergone a drastic change witnessed by continuous innovations and more and more consumer orientation while formulating retail strategies and day-to-day operations.However, retail strategies may differ depending on the product assortment, brands available and store location.Furthermore, like brand image, it is the store image which is again important for customer patronage.Infactstore image plays a key role in attracting store traffic and ensuring consumer loyalty.In this study an attempt has been made to understand shopping behaviour of men's while purchasing shirts and to understand store attributes that are considered vital, while selecting the store.To decide important store attributes and to measure perceived store image, John Players and its close competitors namely Allen Solly, Peter England, Excalibur and Zodiac are selected.Nine important attributes were identified namely variety & quality, location, appearance of the store, etc.A competitor analysis was also done.The methodology was to find the perception about the different brands and the attributes which they consider vital for choosing a store.This study has definitely provided an insight in understanding store attributes and in formulating retail store strategies.