THE ROLE OF PERCEIVED ATTRACTIVENESS IN SHAPING CONSUMER PREFERENCES: A STUDY OF SPORTS BRAND T-SHIRT PURCHASING BEHAVIOR AMONG COLLEGE STUDENTS IN ZHENGZHOU, CHINA

The preference of customers is very impactful for the sports brand T-shirt making companies. The growth in the sportswear industry of China and preference of college students towards it, is significant, however, changes like change in trend and personality riots of consumers is considered significant. In this literature review chapter, previous research findings are presented about perceived attractiveness and its influence on purchasing behaviour of T-shirts with sports brands among college students in Zhengzhou, China. The review also investigates general theories like social identity theory as well as consumer buying behaviour theories where determinants like customer’s attitude, brand image and advertisement have been identified as determinants in the buying process. Brand reputation is identified in the literature to play a huge role in increasing perceived product attractiveness as well as how customer attitudes act as the mediating factor between perceived brand image and actual purchase behaviour. The quantitative method has been used by selecting 410 students to conduct surveys for using their purchasing behaviour and preferences. Along with this, SPSS and SmartPLS have also been used here. Some recommendation has been provided and some limitations have also been identified while conducting the study.