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Apparel market has witnessed a tremendous change with respect to dressing pattern and style, use branded items, choice of fibres and awareness. Indian textile industry is one of the major employment generation sector, next to agriculture and it has provided employment to about 15 million people in urban and rural areas. A study was undertaken to investigate the customer preference towards apparels from Garuda and Forum Shopping Malls of Westside, The Trent Ltd., (Tata Group), in Bangalore city. A critical analysis was done to study the customer s awareness, buying behavior and preference towards the range of apparels of Westside, the reasons for their preference and their suggestions for improving and increasing the sales volume of apparels in Westside.

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Mrs. V. Vaidehi Priyal is a Research Scholar pursuing PhD program in Management Sciences specializing in Human Resource under the guidance of Dr. N. Ramkumar at PSG Institute of Management (PSGIM), Coimbatore, Tamil Nadu, one of the top ranking B-schools in India. She did MBA in Human Resource and Marketing during 2008-2010.

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