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Indian textile industry is a main and important pillar of the Indian economy. Silk is the mythical fiber surrounded by romance, mystery and adventure. It emanates the golden values of one's life with its purity and prosperity. Silk, the queen of textiles is the strong and natural fabric that is loved and cherished by mankind. The value of silk escalates with the tag of the brand. The brand image of silk apparel has an impact on buying decision process of consumers. The present study put forth the light on building silk brands through quality, trust, value for money, celebrity endorsements, store ambience, visual merchandising, heritage, speedy services, attractive packages and other marketing strategies followed by marketers. There is a need for the effort of marketers to promote the exact idea and objective of their brand to the customers, which helps them to select the specific silk brand that fulfils all their needs and expectations.This study presents the qualitative and comprehensive importance of the brand, the brand image of silk apparel, its perception, and positioning in the minds of customers, that influence their purchase decision.
About the author
Dr. D Pushpa Gowri hat 11 Jahre Lehrerfahrung in Handel und Management und ist außerordentliche Professorin für MBA an der Krupanidhi Group of Institutions Bangalore.Dr. Anitha Ramachander ist eine Führungskraft, Pädagogin, Forscherin und Autorin mit über 26 Jahren Erfahrung in der Managementausbildung. Derzeit ist sie akademische Direktorin bei IHM Australia.
