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Transition in Loyalty: Exploring Changes in Consumer Behaviour in the Ethnic Apparel Industry

Author

Listed:
  • Dr. Geeta Kesavara

    (Associate Professor, Department of Management Studies, School of Management, Vel. Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology, Avadi-Vel Tech Road, Vel Nagar, Avadi, Chennai, Tamil Nadu 600062, India)

  • Ravi Chandra B.S.

    (Assistant Professor, Dhruva College of Management, NH4, Medchal, Hyderabad, Telangana, India)

Abstract

The pace of modernization in India has accelerated in recent years, leading to notable shifts in consumer shopping behaviour. This study investigates how contemporary shopping styles influence behavioural loyalty among consumers. A theoretical framework was used to develop the study’s hypotheses. A structured questionnaire was designed and distributed to a sample of respondents in the Telangana district, selected using a random sampling technique. The findings indicate that consumer satisfaction plays a critical role in shaping both shopping behaviour and behavioural loyalty. The study suggests that future research incorporate qualitative methods to gain deeper insight into shopping styles and loyalty patterns among ethnic apparel consumers, thereby enhancing the accuracy and contextual richness of the results.

Suggested Citation

  • Dr. Geeta Kesavara & Ravi Chandra B.S., 2026. "Transition in Loyalty: Exploring Changes in Consumer Behaviour in the Ethnic Apparel Industry," Rivista Internazionale di Scienze Sociali, Vita e Pensiero, Pubblicazioni dell'Universita' Cattolica del Sacro Cuore, vol. 134(1), pages 77-97.
    • Handle: RePEc:vep:journl:y:2026:v:134:i:1:p:77-97
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    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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