EVALUATION OF PERCEIVED VALUES OF CUSTOMERS AND POSITIONING STRATEGY OF APPAREL RETAILING: A CASE OF VARANASI CITY

Abstract

The apparel sector in India dominates the share of organized retailing. Indian apparel retailers face throat cut competition due to globalization, new technology development, new government policies/initiatives like Goods and Service Tax (GST), Digital India, Insolvency and bankruptcy code, and Foreign Direct Investment (FDI). In the future, traditional retailers can face three-sided competition for their survival and growth in the competitive market. The first competition will be from domestic counterparts with similar products to sell and familiar with the local environment and corporate giants. The second competition will be from foreign retailers with better retail offerings, international expertise, and advanced technology to sense the market.