Domestic Vs Foreign Brand Clothing: Understanding Consumer Decision-making Styles in India

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Excerpts

Trendz4U was one of the leading apparel manufacturers in UK. Its product line included varieties of menswear, womenswear, and a range of sport wear. It also had a range for children and infants. It had a wide network of shops across the UK with around 100 stores... About The Industry Industry observers felt that the Indian apparel retailing industry, which had traditionally been dominated by small and family-run stores, had finally come of age. Clothing and textiles had a share of 39% in the whole retailing sector...

According to many researchers, consumers appraise imported products differently than they do similar domestic products. They said that in developed countries, consumers showed a preference for domestic-made products vis-à-vis foreign products, especially when there was a lack of information about the products...

Martin, who had been associated with Trendz4U since 1998, had been assigned the important responsibility of making the brand a success in India. Before the company entered India, he wanted to know a little more about the market as he wanted the brand to make an impact as soon as it hit the market...

While verifying the survey answers, Martin found that some respondents had filled in answers without any serious consideration. He observed that 58 questionnaires had missing data or illogical answers and so he decided to discard them...

Annexure I: Summary of Research Survey

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