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Asian Journal of Management
Year : 2016, Volume : 7, Issue : 3
First page : ( 176) Last page : ( 184)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2016.00027.5

Whether Shoppers of Tier I City are aware about Multi-Brand Outlets?

Dr. Kumar M. Rupesh1,*, Dr. Narayanan A.G.V.2,**

1Assistant Professor, Institute of Management, Christ University, Bangalore-560025, Karnataka, India

2Dean, Faculty of Management, Studies Ebet Group of Institutions, Kangayam-638108, Tirupur (Dist), Tamilnadu, India

*Corresponding Author E-mail: rupmba@yahoo.co.in

** agvnarayan@yahoo.co.in

Online published on 18 October, 2016.


This study mainly aims to identify the awareness of customers regarding the apparel Multi-Brand Outlets (MBOs) and its effect on demographic variables at Coimbatore city, India. The study was conducted for about 400 respondents in Coimbatore city (India). The research is a descriptive one. The data was analyzed using chisquare test. The study concludes that majority of the shoppers in Tier I city like Coimbatore are aware about this emerging format named as MBOs. The shoppers are aware of 5 to 10 Multi-Brand Outlets in Coimbatore city for fulfilling their shopping needs. Out of 400 respondents, 35 percent of the respondents are aware about the MBOs through a source called ‘Walk by’. It was found that significant relationship exists between number of MBOs the respondents know and the age profile, marital status, and number of years living at Coimbatore city.



Apparel Retailing, Emerging Retail Formats, MBOs-Multi-Brand Outlets, and Shoppers Awareness.


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