Abstract: Clothing is considered as an instrument not only to satisfy oneself but also to impress others. Appropriate clothing helps to feel happy and prosperous. If cloths are good in style and attractive, clean and neat, one will have a feeling of well being which contribute to the happiness of an individual to a great extent. Clothing also satisfies a variety of social and emotional needs of man. So it is very important both for the government and the people who are involved in garments business to know and understand the purchase behavior of consumers. The understanding of purchase behavior of housewives will help them to produce and sell according to their taste and preference and to introduce new designs and fashions so as to attract the customers.

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[Dr. D.Sreemathi (2014); GARMENTS PURCHASE BEHAVIOUR OF HOUSEWIVES Int. J. of Adv. Res. 2 (8). 0] (ISSN 2320-5407).

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