A STUDY ON BUYING BEHAVIOUR OF YOUTH TOWARDS BRANDED APPARELS WITH SPECIAL REFERENCE TO VALANCHERY MUNICIPALITY

Abstract

The Indian customer has undergone a remarkable transformation. Just a decade or two ago, the Indian customer saved most of his income purchased the bare necessity and rarely include himself. Today, armed with a higher income, credit cards exposure to the shopping culture of the west and desire to improve standard of living. The Indian consumer is spending never before. Organized retail with its variety of product and multitude of malls and supermarket is fuelling their addiction. Most customer preference changes according to the changes in fashion