A Study of Store Atmospherics and its impact on Apparel Buying Behaviour keeping the gender perspective

Resumo

A robust growth and steady fiscal consolidation have been the hall mark of the Indian economy in the year 2010-11.The growth rate has been 8.6% in 2010-11 and it is expected to be around 9% in the next fiscal year, which makes India one of the leading emerging economies of the world. The Retail Industry has been one of the fastest growing industries in India in the last couple of years. This industry comprises both the organised and the age old un-organised sectors. Traditionally the Indian scenario was more unorganised but rising disposable incomes, changing customer tastes and preferences, opening of the country to the world, robust economic growth, expanding middle class and the upper class and growth in the economic stability of women are the key factors which are leading to the growth in this sector. The total retail sales in India which is currently at US $ 395.96 billion is likely to grow to US$ 785.12 billion by 2015 according to BMI Indian Retail Report 2011. As such organised retailing can be termed as a ‘sunrise sector’ in contemporary India.