Abstract
This study evaluates factors influencing marketing strategy development to enhance consumer buying behaviour in the Indian apparel industry through innovation hubs. A quantitative approach was employed, with a digital survey of 153 participants, primarily employees of small-scale textile firms and their B2B consumers. Convenience sampling was used to select respondents, and factor analysis (SPSS 29) was applied to analyse survey data. The findings identify four key factors: digital engagement and support factors (32.902%), the most significant, followed by tech enabled sustainability factors (15.388%), enhanced retail experience factors (9.573%), and social experience and co-creation factors (8.275%). Based on these, a marketing strategy was developed to improve consumer engagement through innovation hubs. Challenges included geographical limitations (survey was conducted only in southern India) and difficulties in securing expert availability during the survey period. Overall, the results strongly support the idea that marketing strategies based on innovation hubs enhance consumer buying behaviour in the apparel sector.