AN ANALYZING THE IMPACT OF BUYING BEHAVIOR OF CONSUMERS IN TEXTILE RETAIL SECTOR (WITH REFERENCE TO CHENNAI DISTRICT)

The textile industry in India is highly regarded worldwide for its manufacturing precision and
quality. As a major hub for textile production and export, it contributes significantly to the
country’s economy, accounting for 27% of government revenue through foreign exchange.
Additionally, the industry plays a crucial role in India's overall industrial production,
contributing 14% to the total output. Customer behavior in the textile retail sector is
influenced by factors such as shopping intentions, impulsiveness, brand impact, and shopping
preferences when purchasing textiles. This research aims to analyze how brand influence
affects retail customers' decisions in choosing a particular retail store. The study also focuses
on understanding the behavioral patterns of retail customers in the textile sector and how
these patterns impact their purchasing decisions. The goal of the research is to examine the
buying behavior of consumers within the textile retail sector in Chennai district.