Impact of Brand Loyalty on Purchase Decisions of Readymade Garment Consumers in Rajasthan

This study aims at examining how brand loyalty affects consumer buying behaviour in readymade garment industry located in Rajasthan.Since the growth in number of clothing businesses and brand-awareness among the urban shopper, the perceptions of loyalty and the impact to subsequent purchase, readiness to pay premium pricing, and brand turnover is of paramount importance.The study was conducted among the respondents of Jaipur, Jodhpur, Udaipur and Kota of 300 respondents with a structured questionnaire.As represented in the analysis which is showing results based on descriptive statistics and Chi-square tests, brand loyalty being higher is surprisingly strongly correlated to the increase in purchase failures and the willingness to pay.It is indicated in the findings that high quality brands, those that can instill loyalty due to consistent branding or the emotional appeal to be expected in terms of repeat business and price elasticity.The study enhances consumer behaviour literature and provides a product design strategy to marketers of apparels in semi-urban Indian markets.