Marketing Strategies and Consumer Buying Behaviour Towards Ready-Made Kids' Garments in Small-Scale Industries: A Study with Reference to Madurai City

Abstract

The ready-made kids' garment sector has emerged as one of the fastest-growing Due to rising disposable income, shifting fashion tastes, and the expanding impact of digital marketing, the ready-made children's clothing market has become one of the fastest-growing sectors of the textile and apparel business. n Madurai City, small-scale clothing businesses are crucial to satisfying the wide range of consumer demands while fostering local employment and economic growth. The purpose of this study is to investigate the marketing tactics used by small-scale producers and merchants of children's clothing and to assess their impact on customer purchasing decisions. Key marketing factors such product quality, pricing, branding, promotional activities, social media marketing, retail location, customer relationship management, and after-sales services are the focus of the study. Additionally, it looks into what influences consumers' decisions to buy, such as brand preference, perceived value, fashion trends, internet reviews, and family buying habits. A structured questionnaire will be used to gather primary data from customers, and appropriate statistical methods and descriptive statistics will be used for analysis. It is anticipated that the study's conclusions would give small-scale clothing business owners useful information to boost customer happiness, increase marketing efficacy, and boost competitiveness in both offline and online markets. The report also provides useful suggestions for long-term company development and market expansion in the changing retail apparel industry.