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Abstract
Now-a-days in India apparel industry is facing new challenges due to its expansion and expectation of customers. Accordingly, it becomes essential to study factors that influence women consumers’ while selecting stores for purchasing apparels. Data for study have been collected from 496 women through issue of well-structured questionnaire by adopting convenience sampling method. Simple Percentage and Chi-Square test has been used to analyze the data. Factors that influence consumers in selecting stores have been measured by giving scores to questions namely, convenient store location, good quality, wider choice, reasonable price, latest designs, attractive display, parking facility, convenient billing, credit card facility, trial room facility and so on. The study reveals that most of the customers belong to the age group of 31-40 years who are graduates and employed privately with low income. It is found that Age, Occupation, marital Status, Monthly Income and Family Income have significant influence in the buying behaviour of women while selecting stores.