Women Perception and Attitudes towards Modernity of Indian Readymade Trends

Abstract

The choice of the women is changing every day, sincere interest in the likes and dislikes of the women is the secret of successful selling. The sufficient knowledge with respect to the choice of the readymade trends and the factors affecting their choice is very desirable. Women should have the experience of choosing garments and should know their sources, color fastness, shrinkage, texture, wrinkle-resistance and durability etc, so that they can make a wise selection of them. Main purpose of the study was undertaken to find out the women perception and attitudes towards today’s readymade trends in India. An attempt was also made to find out the major factors influencing the buying practices of the women. Multistage stratified random sampling technique was used in selection of 500 females. A self-structured open-end questionnaire was used for data collection. Sample was restricted to women who were between 25 to 60 years and educated. Analysis of data brought to light the fact that 100 percentage women go in for readymade trends for one or other category of garments like- undergarments, winter wear and night wear etc.