The economic growth of country is rapidly changing and moreover people life style, purchase behavior and purchasing power is consistently increasing since globalization. Informational Technologies have a serious effect on consumer behavior tendencies. The established accessibility of information technologies, wide activities of national stimulation, for example introduction of e-signature, usage of e-environment at public sector – all these factors stimulate consumers and enterprises to use Informational Technologies, and as a result consuming manners are changing. All these changes we have to identify, analyze and accept them as it the part of New India. Advertising and shopping together present a lethal combination and has become an integral part of modern society .It is the most convenient route to reach not only adult consumers but also the adolescents. Adolescents are manipulated by advertisement promise that the product will do something special for them which will transform their life.
Apparels industry in India
Branded product play a vital role in the global market especially in Indian markets, The apparels industry in India is one of the growing segments and its contribution to Indian GDP rate is 4%. This sectors creates second largest employment opportunities which gives direct 51million and indirect 68 millions in Indian employment market. The readymade trade growth is 30% increases in textile market. For the past two decades many multinational brands influence our Indian consumers to purchase more variety and attracted fashions branded apparels, based on the international competitions Indian branded apparels also empowering their design, quality, fashion, pricing, distribution and other aspects to compete at domestic and international level markets.
Consumer behavior is nothing to study and read from books it is a feeling and practicality of the person who purchases various goods from the market. Behavior of the consumer varies from person to person and it helps in choosing the best resource from the available resources. According to Kotler and Keller (2011), various ways adopted by individuals or groups, for purchasing and disposing of goods, services, ideas or experiences, with a goal to satisfy their needs and wants is referred to as study of consumer buying behavior. One more definition given by Kumar (2004) consumer buying behavior “refers to the buying behavior of final consumers, both individuals and households, who buy goods and services for personal consumption” , Schiffman and Kanuk (2007) describes buying behavior of consumer as behavior that consumers show when they choose and order the products or services in
conformity of their resources available with an intent to achieve a level of satisfaction for their needs and desires. So, this is the Digitalization Era, consumers needs to understand about technology and also be aware from online threats. And feel more comfortable with this era.