World Journal of Research and Review (WJRR) ISSN:2455-3956, Volume-2, Issue-1, January 2016 Pages 09-16 9 www.wjrr.org Abstract— Many retailers give importance of store environment to measure purchasing behavior as a tool for market differentiation Apparel retailers are known to design store environment in a manner that will enhance buyers positive feelings that lead to desired buyer behavior. The importance of store environment helps in enhancing the shopping experience of buyers which has long been appreciated. Retail stores that offers pleasing and attractive physical environment are eye catching and are more appealing. The excessive buyer footfall will create a competitive environment among other stores and most likely entice more buyers. Consumer behavior is the study that allows focusing on how people buy, what they buy, when and why they buy. It studies the distinct characteristics of individual buyers such as demographics, psychographics and behavioral variables, in an effort to understand buyer wants and needs. Two distinguished apparel stores Fabindia and Anokhi were chosen for the research. Random sampling technique was used for data collection and data was collected personally visiting the stores and contacting the buyers. The findings reveal the factors that play a greater role in influencing the purchasing behavior of buyers in retail stores. Therefore there was a rising need to evaluate the major drivers of purchasing behavior in Indian context. Index Terms— Apparel Retailing, Buyers, Purchasing Behavior, Store Attributes. I. INTRODUCTION Store‟s physical surroundings, its environment and services provided build its image. Apparel retailers are known to design store environment in a manner that will enhance buyers positive feelings that lead to desired buyer behavior, such as a higher readiness to purchase the product or shop around in the store for longer time. Retail stores that offers pleasing and attractive physical environment are eye catching and are more appealing. The excessive buyer footfall will create a competitive environment among other stores and most likely entice more buyers. If a buyer does not enjoy shopping with a particular retailer, then endeavors must be done to make and develop a friendlier store for upcoming purchases. To continue to exist in the competitive market it is vital to recognize and satisfy buyer‟s needs and desires. The retailers should identify those characteristics, elements, aspects and attributes that can bring positive responses from their buyers. These characteristics and attributes include customer service, promotion, store atmosphere, physical. Prof. M.K. Sharma ,Dean, Faculty of Commerce and Management, The IIS University Rubina Sajid Asso. Professor, Maharishi Arvind Institute of Science and Management, Jaipur facilities, post-transaction satisfaction etc. This is important because it will have a direct impact on future buying decision. Modern retailing has come in India as it is viewed in the form of luxurious shopping centers, multi-storied malls and the huge towers that provides shopping, leisure and entertainment all under one roof. Ghosh, Tripathi and Kumar (2010) “Retail store attributes are appealing for self-image of buyers and their impact on in-store satisfaction and buying intentions, further observes that a store having modern equipment, good and clean physical facilities and ease in transactions would be able to yield satisfaction and enhance purchasing intentions”. Furthermore, purchase decision making has turned out to be more multifaceted in light of the fact that interwoven status of item and administrations exhibited in retail location. Store image can be defined in the buyers‟ mind as a mixture of the store‟s operational characteristics and an impression of the store‟s psychosomatic traits. Consumer behavior is the study of behavior of people that focuses on how and what people buy, why they buy and when they buy. It tries to understand the decisions of the buyer related with liking and disliking of purchase of a product. It takes into account the unique traits of individual buyers such as behavioral variables, psychographics, demographics, buyers‟ wants and needs. Buyer behavior results from individual and environmental influences. Buyer behavior is well understood by an individual‟s mind set as well as the how others persuade them. Consideration is required while purchasing apparels which looks into the knowledge of buyers and how these factors correlate each other in the entire purchasing process. Providing an assortment of product and services is one of the basic features of the retailer (Levy and Weitz, 2008). As a key component of the marketing mix, assortment represents a strategic positioning tool for customer acquisition and retention (Grewal et al.,1999; Kahn, 1999; Koelemeijer and Oppewal, 1999; and Stassen et al.,1999).From the consumers perspective, assortment plays a fundamental role in store choice(Kelly and Stephenson,1967;Zimmer and Golden,1988; Kahn,1999; and Briesch et al.,2009). The decision about the quality, price levels, and variety of assortment determines the retailer‟s market position and image (Kunkel and Berry, 1968; Lindquist,1974-1975;Mazursky and Jacoby,1996;Ailawadi and Keller,2004; and Mantrala et al.,2009). Assortment planning is one of the most challenging task in retailing. Especially the dynamics in consumer perceptions and preferences (e.g., desire of variety, and flexibility, preference instability),retailer constraints (e.g., physical space, Retail Attributes Influencing Buyer Behavior in Apparel Stores M.K. Sharma, Rubina Sajid