Consumer Perception towards Ethnic Wear (A Case Study of Ram Narayan Garg Safawala)

The ethnic wear market in India is currently vast, with significant growth potential. The women's wear segment holds a major share of the market and is expected to continue expanding over the next decade. This study explores the scope of ethnic wear in India, market share trends, and future growth prospects while also assessing consumer awareness of branded ethnic wear products. Additionally, it bridges the gap between past and present research on the subject. A survey was conducted with 100 respondents, comprising an equal number of men and women, through direct interviews. The study also examines how consumers from different socio-economic backgrounds perceive brand extensions and the factors influencing their preferences. Furthermore, it analyzes how user experience levels impact their perception of extended brands and their effect on the parent brand's image. For marketers aiming to strengthen the performance of brand extensions, this study provides strategic insights and practical recommendations. It introduces fresh perspectives for marketers to consider in their efforts to enhance brand positioning and consumer engagement in the ethnic wear segment