CHAPTER I1
TEXTILE INDUSTRY AND CONSUMER BEHAVIOUR
In an environment of competitive market, the success of every industry largely depends on how precisely it can understand the target consumers. Because, such an understanding is the sole means to translate the needs and wants of the prospective consumers into products or services. Regarding textiles, understanding consumer is the nucleus of its production and marketing, as clothing is the manifestation of the behavioural aspects of the wearer in its totality. To make it more clear, the decision regarding buying and using textiles

is the reflection of the rational behaviour of consumers.

The amazing and amusing aspect of the rational behaviour is its 'dynamism' which is conspicuous because of its magnitude. It is worth noting here the

opinion of Michael De Montaigne 'There never were in the world two opinions alike, no more than two hairs or two grains: the most universal quality is diversityl(Montaigne, Michael De, 1915). The dynamism of rational behaviour postulates the,formulation and the reformulation of approach, outlook or perception in resdLct of every sphere of human activity including consumption. A sagacious marketer, therefore, has to convince himself that his products / services and sti,ategies are in line with the dynamic marketing environment.

'Marketing is the 'whole business' from the viewpoint of its final result, that is, from the consumer - point- of- view' (Drucker, P.F. 1973). Unless a deliberate

attempt is made by the marketers to analyze and understand the behavioural

aspects of the target consumers, there will hardly be any parity between production and consumption. 'The study of consumer behaviour began when marketers realized that consumers did not always act or react as marketing theory

suggested they would' ( Schiffman ,G.L and Kanuk, L.L ,2002). . Consumer
It is