Özet:

The Indian apparel Industry has been a remarkable success story and made India proud with its gigantic growth in recent times. The Industry has grown at a delirious pace in last two decades creating huge volume of demand due to changing life style and concern for professionalism. Though professional treatment is inculcated in marketing the product of the Industry, still there is a gap in expectation and delivery. The success of retaining the employee depends on strategies to be framed to retain customers. The study reviewed the literature survey and explored the insights of previous studies undertaken by the researchers. The study examined the critical practices adopted by branded companies and its impact on customer retention. The aim of the study is to focus on the comprehensive insight is limited to men wear, to be specific shirts and t-shirts. The effect of customer preference, customer expectation and customer satisfaction on customer purchase decision is analysed.  The mean score of variables in customer preference, customer expectation and customer satisfaction and customer purchase decision are found to be above average level, which shows that all the statements considered for the study contributes to enhancing customer retention in apparel industry. To enhance customer positive purchase decision the company should focus on considered parameters and at the end of the study research implication and direction for future research were given.

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