Asian Journal of Management

M. Rupesh Kumar ¹, A. G. V. Narayanan ²

Affiliations
1 Institute of Management, Christ University, Bangalore – 560025 Karnataka, IN
2 Studies Ebet Group of Institutions, Kangayam - 638108 Tirupur (Dist), Tamilnadu, IN

Abstract

This study mainly aims to identify the awareness of customers regarding the apparel Multi-Brand Outlets (MBOs) and its effect on demographic variables at Coimbatore city, India. The study was conducted for about 400 respondents in Coimbatore city (India). The research is a descriptive one. The data was analyzed using chisquare test. The study concludes that majority of the shoppers in Tier I city like Coimbatore are aware about this emerging format named as MBOs. The shoppers are aware of 5 to 10 Multi-Brand Outlets in Coimbatore city for fulfilling their shopping needs. Out of 400 respondents, 35 percent of the respondents are aware about the MBOs through a source called 'Walk by'. It was found that significant relationship exists between number of MBOs the respondents know and the age profile, marital status, and number of years living at Coimbatore city.

Keywords

Apparel Retailing, Emerging Retail Formats, Mbos-Multi-Brand Outlets, and Shoppers Awareness.

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