A Study on Customer Preferences in Choosing Reliance Trends at Reliance Trends, Rajpur Road Branch Dehradun (Uttarakhand State) India

Reliance Trends ltd is a leading apparel and fashion accessories retail chain which delivers fashion at great value with diversified portfolio of own and international brands. It is a pioneer in providing fashion apparels with quality and endless collections in store. Reliance Trends launched its first store in October 2007.Now the company has opened nearly 458 retail stores in more than 160 cities across India. Reliance Trends is India’s largest fashion destination selling 2lakh clothes each day. Reliance Trends is best to acknowledge preferences of customers by constructing stores, arrangement of apparels, and availability of fashion accessories based on the likes and expectations of the customers. The overall aim of the study was to study about the customer preferences affects the purchasing decision and which impacts the customers in preferring Reliance Trends. To accomplish the objectives of the study, a quantitative study was conducted by using survey method at Reliance Trends by means of structured questionnaire. A sample of 50 respondents were asked to fill the questions based on the study. The respondents were selected through non-probability sampling. Conclusions and recommendations are drawn on the basis of the analysis and findings of the study. The results showed that customer Preference plays an important role in choice of retail store Reliance Trends.