MARKETING FACTORS INFLUENCING THE DECISION OF CONSUMERS ON PURCHASE LINGERIE IN TIRUPATI

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R. Sujatha, T. Devi

Abstract

The Indian lingerie market is definitely one of the unique markets amongst the major markets of the world today. Due to the significantly changes of the style allure of the lingerie items, the market is being driven by the appearance of modem advancements and textures that help in planning creative items, for example, laser-cut consistent bras and shaped T-shirt bras. Fashioners are putting more noteworthy rich-looking textures, bands, weavings and more brilliant, all the more challenging tones. The Indian undergarments market has seen an awesome development and has gone through a groundbreaking change. Esteemed at around US $ 3 billion of every 2017 and expected to develop at a CAGR of around 14 percent to contact US $ 6.5 billion by 2023, the classification owes this accomplishment to different socio-social elements and innovation. Brand feeling is the foremost trend in the Indian innerwear industry. At present India's lingerie market is valued at $3 billion and next few years the market value is expected to reach to $5 billion. The appearance of web-based media and the mindfulness that open conversations around body inspiration involve, a gigantic possibility has opened up for the lingerie market.

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