A Study On Consumer Preference For Brick -and -mortar Fashion Retail Brands In Coimbatore City

Abstract

This Study Analyzes Consumer Preferences Towards Brick-and-mortar Fashion Retail Brands In Coimbatore City. It Focuses On Factors Influencing Buying Behavior Such As Quality, Price, Store Ambience, And Product Variety. A Descriptive Research Design Was Adopted, With Data Collected From 97 Respondents Using Structured Questionnaires. Statistical Tools Like Percentage Analysis, Chi-square, And ANOVA Were Used For Analysis. The Findings Indicate That Quality And In-store Experience Are The Key Drivers Of Consumer Choice. Demographic Factors Such As Age, Income, And Occupation Also Influence Purchasing Decisions. The Study Concludes That Physical Retail Stores Remain Relevant, And Improving Customer Experience And Promotional Strategies Can Enhance Satisfaction And Loyalty.

Keywords