Garment Industry In Sri Lanka

Garment industry has become one of the main businesses in all over the world and even in Sri Lanka and from that intimates products playing a major part. As we see in modern day all the people are very much concern their outer cloths as well as the intimates. Because of these reasons, lots of new brands have come up with the intimates’ brands and they are having good margins due to above reasons. In Sri Lanka, a number of local and international intimates’ brands are gaining popularity among consumers and at the same time the marketers of the said brands are using a range of promotional methodologies to win the market. Within this market, a severe competition exists among women’s intimate products. Due to that reason researcher has chosen to

They buy new clothes and also with that, they get some satisfaction through that. Some people find their happiness from clothes. The Owing to the proliferation of brands in the clothing sector, consumers need to take serious consideration during the buying processes. According to the investigation done by Rayport and Jaworski (2003), as pre-purchase, purchase and post-purchase, process of purchasing can be divided into three major areas. Each stage is of equal importance that can alter the consumer buying decision. Once consumers make a purchasing decision, consumers may need to recognize their personal needs, read product information, decide which and where to buy, determine whether to buy again from the same retailer, choose the buying modes, show satisfaction to the services or product quality and finally be loyal to the

In past, the women’s education levels were low and they were more encouraged to carry out the traditional household roles of housewife and mother. However today the scenario had changed drastically and more and more women are entering into the labor market. One of the main reasons for this is the rise of educational level among women. Women are working as par as men in the employment sector and there is very little disparity between the two genders when it comes to education and to employment. Modern women are much concerned on physical appearance. In this case the intimates’ usage among women is also contributing to a bigger part. Also with the new technology the women also mostly connected to the internet and they are getting every information about the product and the impacts of them. Due to this information they really concern on the quality, prices, brand name and recommendations which has on product. So due to these reasons women’s bargaining power have increased