"Bridging the Gap: Analyzing Consumer Buying Behaviour and Satisfaction in Fashion Retailing – A Study of Madurai District"

Abstract

Consumer buying behavior and satisfaction in fashion retailing have been widely studied in metropolitan areas, but limited research exists on regional markets like Madurai District. This paper conducts a bibliometric analysis and secondary data evaluation to identify key trends, gaps, and influencing factors in consumer decision-making. The study explores brand preferences, digital vs. offline shopping, sustainability concerns, and promotional impacts. Findings reveal that cultural shopping habits, local brand affinity, and hybrid shopping behaviors significantly influence consumer satisfaction in Madurai. The study offers recommendations for retailers and policymakers to enhance consumer engagement and retail strategies.