The purpose of this study is to explore the factors which influence readymade garment buying behaviour of Indian customers. The study is mainly confined to a regional study taking a few selected readymade garment shops at Shyampur-Bagnan area of Uluberia subdivision of Howrah District, West Bengal, India. In exploring consumers buying behavior relating to ready made garment industry in Indian perspective, it has been observed that there are several factors which affect the consumer buying behavior towards readymade garments like, price, comfort, quality, availability, style, durability etc. Out of these variables, durability, availability and price, comfort and style respectively carry the highest factors loading. It means these five factors are most important while purchasing the readymade garments. Quality is with the lowest factor loading, which means while purchasing the readymade garments, it is less important in rural areas likes our sample region. The study will enable us to understand the buying behavior of customers of readymade garments, especially in rural areas of West Bengal, India.

Dr Sarbapriya Ray is an Assistant Professor in Commerce at Vivekananda College, Kolkata, under University of Calcutta, India and a guest professor, department of Commerce, University of Calcutta, India. He has obtained M.com, MBA(Finance), M.Phil &Ph.D and published seven books, several articles in reputed national as well as international journal