Analysis of Consumer Behavior Towards Branded Apparel

The purpose of this research paper is to deliberate upon the buying behavior of consumers towards branded apparel in India and to compare branded apparel with non-branded apparel based on the demographic profile of consumers. This study is descriptive in nature evaluating whether the consumer behavior towards brands is positive or negative. The research involves gathering primary data and secondary data as well. A questionnaire was formulated using different kinds of scales such as the Likert scale, multiple grids, multiple choice questions, etc., and was circulated among consumers of varying ages, profession, gender, income brackets. The results were analysed based on the demographic profile which is one of the objectives of this research paper. Fashion is a fast moving industry with trends changing every second. The audience now-a-days are more brand conscious and more brand aware. There are more than 100 brands in the market and hence this industry has become a competitive one. As a result, the marketer must have a thorough understanding of the customer, including what they anticipate from a brand, the elements that motivate them to buy a specific brand, their entire outlay, shopping frequency etc to attain a competitive edge. The information obtained from the analysis will allow the marketer to get insights and information about the key issues in the market. It provides a depth and breadth of knowledge as well as vital data that cannot be found anywhere else. This crucial information can assist businesses in better understanding client’s wants and delivering the best to them. Given the consumer's various and distinct personality qualities in various locations, the marketer should be able to recognise these distinctions and their impact on consumer purchasing behaviour.