Authors :
Kavya Jhanji
Volume/Issue :
Volume 5 - 2020, Issue 12 - December
Google Scholar :
http://bitly.ws/9nMw
Scribd :
https://bit.ly/2X7LSIW
Abstract :
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
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
