International Research Journal of Education and Technology

This study explores consumer behaviour towards Singer sewing machines in Coimbatore city, a region known for its strong textile and tailoring culture. The primary objective is to understand the factors influencing consumer preferences, purchasing decisions, and brand loyalty towards Singer products. Data was collected through structured questionnaires from a diverse group of consumers, including homemakers, tailors, and small-scale entrepreneurs. The findings highlight key factors such as brand reputation, product quality, pricing, after-sales service, and technological features as significant drivers of consumer choice. The study also reveals the impact of demographic variables such as age, income, and occupation on purchasing behaviour. Based on the analysis, recommendations are provided for Singer to enhance its market presence and customer satisfaction in Coimbatore. This research offers valuable insights for marketers and business strategists aiming to strengthen consumer engagement and brand positioning in the sewing machine industry.