A COMPARATIVE STUDY ON CONSUMER PREFERENCE BETWEEN RAYMOND AND PETER ENGLAND IN COIMBATORE CITY

The clothing industry in India has witnessed significant growth due to rising income levels, urbanization, and increasing fashion awareness. Branded apparel has become an important part of modern lifestyle, reflecting personality, status, and confidence. Consumers today consider factors such as quality, price, design, comfort, and brand image before making purchase decisions. Therefore, understanding consumer preference is essential for companies to remain competitive.In the men’s apparel market, Raymond and Peter England are two prominent brands with strong recognition. Raymond is associated with premium quality and formal elegance, whereas Peter England is known for affordable pricing and contemporary style. Although both brands operate in the same segment, consumer perceptions and preferences may differ.Recent studies highlight that brand awareness, perceived quality, and pricing significantly influence buying behavior. Coimbatore, being a major textile and commercial center, provides a suitable environment to examine these preferences. This study aims to compare consumer preference between Raymond and Peter England and identify the key factors influencing purchasing decisions in the selected market.