Various personal, psychological and social factors affect the consumer buying decision. Brand name act as a prime driving force that can affect the buyer’s behavior and purchase intension. It influences consumers ’preferences, their preparedness to pay a premium price and advocate the brand to others. Consumers are more likely to appraise the apparel product positively, regardless of market price, when they hold a strong and constructive brand image.The aim of the paper is to identify the attitude and behaviour of consumers towards brand that have higher market value and how it impacts on the decision making process. The inference is based on survey of 80 respondents, wardrobe analysis and social media analysis. The results reflect that strong brand name for casual wear clothing has a positive and significant impact on youth of India. Brand name plays a significant role in decision making process and resultantly, the youth of India is encouraged to pay a premium price for the apparel that holds a strong brand name

Keywords : Consumer behaviour, Consumer Preferences, Consumer Attitude, Casual Wear, Apparel Brand