The essence of any marketing, activity begins with an attempt to understand consumer behaviour at the marketplace. Admittedly, the study of consumer behaviour covers the ways individual buyers take decisions in spending their available resources-money, time and effort on consumption related items. It includes the analysis of what, why, how, when, where, and how often they buy? Numerous surveys and research studies are undertaken to find appropriate answer to this phenomenon of marketing. The book presents a comprehensive understanding of the factors, which influence the textile purchasing behaviour of consumers. The main aim being to unmask the complex nature of consumer behaviour, their attitude, perceptions, motives in the buying process. Based on a survey work, this text is designed for a subjective understanding of the purchase decision behaviour of the consumers. For the students, scholars, management consultants, consumers, dealers and professionals, this book is a valuable reference source.
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