CONSUMER PREFERENCE FOR ORGANIC FABRICS VS NON-ORGANIC FABRICS IN INDIAN FASHION: A MARKET SEGMENTATION STUDY USING K-MEANS CLUSTER

India has traditionally employed the most organic, ethnically rich fabric as well as textiles at its heart. With the fashion industry fast nearing conscious change, people are selecting for more eco-friendly, long-lasting textiles, which we would ideally describe as returning to the origins rather than pursuing a recent craze. What is remarkable is that both fresh and renowned designers and labels are committing to this transformation. Organic cotton is now the most natural fabric available. It is cultivated without the use of fertilizers or pesticides. Organic cotton possesses microbe-resistance, tenderness, resilience, sturdiness, permeability, as well as other excellent qualities. Moderate Organic Cloth Consumers, Organic Clothes Loyal Consumers, Non-Consumers of Organic Clothes. The present paper is descriptive in nature in which survey method was used to collect the data regarding the choices of the customers for organic and inorganic clothes. The sample size of the study was 394 respondents. Statistical techniques namely Cluster Analysis and One way ANOVA were applied to analyse the data. It was found from the study that on the basis of the choices of organic and non-organic, the customers can be divided into three segments - Moderate Organic Cloth Consumers, Organic Clothes Loyal Consumers and Non-Consumers of Organic Clothes. It was also determined that all these segments were distinct from each other.