Sougata Banerjee ¹, Sarwat Pawar ¹

Affiliations
1 Dept. Of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt. Of India, Block-LA, Plot No: 3B, Sector-III, Salt Lake City, Kolkata–700098, IN

Abstract

Out of the three categories in Indian Retail business one of the most growing and profitable category is kidswear. The changing family income patterns and brand consciousness of the children have affected the consumer brand choice and buying behavior. Without a doubt there have been many key factors determining the buying behavior of consumers in the kidswear market as well as their perception towards upcoming and leading brands. This paper aims at identifying the key factors affecting the buying decision of consumers followed by mapping the various brands available at Shopper's Stop according to consumer perception. Statistical inferences were drawn from the analysis, key buying behavior factors were extracted, and multi-dimensional scaling was implemented in the study to make logical conclusions of the study.

Keywords

Kidswear Market, Factor Analysis, MDS, Consumer Buying Factors, Shopper’s Stop.

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