Communication of Kids’ Wear Safety to Parents: Indian Retailers’ Viewpoint

Kothari, Vasant and Mathews, Soney (2015) Communication of Kids’ Wear Safety to Parents: Indian Retailers’ Viewpoint. Journal of IMS Group, 12 (2). ISSN 0973-824X

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Abstract

While purchasing outfits for children, it is very important to check whether they are manufactured according to the safety regulations. In some cases, the clothing that is worn by children have accounted to severe injuries and in some cases, it even caused death.To prevent these types of clothes related injuries, many safety rules are there internationally and the same is followed by few countries. Whether in a retail shop or online, retailers are the initial point of call for customer. This is why normally customer associate a product with the retailer they purchased it from rather than with who made it. Customer have a right to expect that the garment they are purchasing should be safe and of high quality.Increasing the knowledge level of customers with respect to safety principles is one of the method of reducing the number of customer product related injuries. In this study, 110 retailers were selected through stratified random sampling. The data has been collected from the Bengaluru in the state of Karnataka, India with the help of structured questionnaire. This study reveals that most of the Indian Kids wear retailers believes that it is important to communicate kids wear safety to parents and government advertisement is the best way for the same. The Indian retailers also of opinion that there should be safety mark for kids wear like ISI/ Eco Mark so that parents can easily differentiate between safe and unsafe kids garments.Most of Indian kids wear retailer are ready to get trained on kids wear safety because they believes that by educating parents about kids wear safety they can gain their loyalty.

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