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A STUDY ON BRAND PREFERENCE OF YOUTH TOWARDS GLOBAL BRANDS OF APPARELS IN TRICHY CITY

S. Gopi, S. Prathip Kumar

Abstract


The research paper was undertaken with the objectives to study the profile of consumers who prefer branded apparels and to know the factors which influence the consumers for purchasing branded apparels. The relationship between consumers’ decision-making styles and their choice between branded and non-branded clothing is investigated using a sample of consumers of Trichy City only. The purpose of our research is to investigate youth of Trichy City to examine if any factor dominates in their buying behavior for apparel. In addition, consumer attributes (i.e., apparel involvement, brand consciousness, reference group, social class, and other factors) and personal characteristics were investigated separately and in relation to the purchase behavior of youth.

Keywords


Apparels, Brands, Consumer Buying Behavior, Brand Preference, Brand consciousness, Youth brand.

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References


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Subhani MI, Hasan SA, and Osman A. (2011). “New Article of Clothing translates the Mood of an Individual”, International Journal of Business and Social Science, Vol.2(23), pp.183-185.


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