Market Planning among Apparel Retailers in Mizoram: An Exploratory Study

Abstract: This research paper provides an overview of Apparel Retail Business with special reference to Aizawl where the fashion sector is booming to a huge extent due to high western influence. The study focuses on market planning of the apparel retailers in terms of location of business, sales forecasting and coping with competition as well as the supplier-retail inter relationship in terms of communication, selection and redressal of dissatisfaction. The study uses SPSS for data analysis with measures of central tendency i.e mean value along with weighted score and percentage to Maximum Possible Score (MPS). This study will help existing and upcoming apparel retailers on how they would plan and survive in the thriving market as well as give an insightful information to apparel suppliers on how to further expand their businesses in Mizoram.

Keywords: apparel retailers, market planning,suppliers, supplier-retailer relationship