17. Why Do Small Brands Decline? A Perspective on Indian Apparel Market

Economical success or failure of brands is not an outcome of one or two random variables, but it depends on the success of carefully planned and implemented array of marketing programs. This chapter aims to study the variables and factors, which play important role in the performance of small brands of clothing. In developing countries like India, small brands face more challenges than big brands. Marketers need to understand the factors or attributes, which are valued by consumers and then provide better value than competitors. Primary data has been collected from different channel partners like retailers, distributors, and wholesalers. Questions related to customer satisfaction, perceived quality, price, training and support to channel partners, terms and conditions of sales and payments, and replenishment policies have been asked. Factor analysis and confirmatory factor analysis have been used to group correlated variables or attributes and identify underlying dimensions. It is found that the marketing programs designed by the declined brands were not suitable and were inappropriate. Studied brands have been rated low on customers’ perception of quality, price, durability, variety, and availability. Results, findings, and recommendations of the study can be helpful to entrepreneurs, managers, strategists, and academicians to understand Indian branded apparel market.