This study examines consumer behaviour at selected retail cloth outlets in Bhopal city, focusing on factors influencing purchase decisions, preferences, and loyalty. Using a structured questionnaire, primary data was collected from diverse consumers, complemented by secondary data from journals and reports. The analysis reveals that price, brand image, store ambience, and promotional strategies significantly affect consumer choices. Customer satisfaction is identified as a key determinant of loyalty and repeat purchases. The findings provide valuable insights for retailers to optimize marketing strategies, improve store experience, and enhance customer retention, thereby strengthening competitiveness in the growing retail apparel sector of Bhopal