Consumer Perception on Global Garments Products - A Case Study on Mayiladuthurai Town, Tamil Nadu

Abstract

The main objective of this study is to investigate the consumer perception towards buying global garments products. Globalization is a planned movement that leads to the transformation of the entire world into a global market, i.e. a global village. Although the "global village" predicted a decade ago still has a long way to go, emerging consumer markets are characterized by global competition and challenges. Globalization has allowed companies to conduct businesses and market products across countries. Also, globalization allows consumers to buy different brands from different countries. India is one of the largest retail markets in the world. Thus, many countries are emphasizing marketing their products in India with different prices, types, colors, qualities, and quantities. Most consumers in developing countries now believe that global products are quality products. This trend touches all kinds of things including clothing items. The international brand is the epitome of consumers buying global garments products in developing countries, especially in India where most of the consumers are moving to buy global garments products. This may be due to different prices, colors, designs, sizes, quality, and so on. Therefore, this study aims to understand the consumer perception towards buying global garments products in Mayiladuthurai city. The number and list of a consumer are not available in the study area hence the population of the study was treated as unknown. A descriptive research method was used and a total of 200 samples were determined as the sample size of the study based on the large population sample size determination formula of Cochran with a 7 percent precision level. Sample consumers were selected using simple random sampling techniques. The results of the study show that consumer buying behavior is determined by the primary factors in purchasing garments products such as global garments product availability, price, brand image, and design. Product quality, product experience, and product appearance are the second determinants of consumer buying behavior of global garments products. On the other hand, demographic variables and factors affecting buying behavior of global garments products, price, brand image, design, and appearance of products are the factors that determine the buying behavior of global garments products. However, the factors of availability, experience, and quality of the product did not significantly affect the purchasing behavior of global garments products.