Evaluating the Effectiveness of Retail Marketing Strategies for Children’s Apparel: An Empirical Study in Madurai District.

Abstract

The children’s garment sector in India has witnessed rapid growth, driven by increased disposable incomes, changing lifestyle patterns, and a growing emphasis on brand consciousness. Retailers in Madurai District have adopted various marketing strategies—ranging from in-store promotions and visual merchandising to social media outreach—to attract and retain customers in this niche segment. This study investigates the effectiveness of these retail marketing strategies from the consumer's perspective. Primary data collected from 250 parents and guardians were analyzed using descriptive statistics, Structural Equation Modeling (SEM), and regression analysis. The findings reveal that product variety, visual appeal, discounts, and customer engagement through digital platforms significantly influence purchase decisions. The study offers strategic recommendations for retailers to enhance customer satisfaction and loyalty.