A Study of Buying Behaviour Among Male Shoppers Regarding Branded Apparels

The apparel industry of India comprises sales of Men wear, Women wear and Children wear. Within the current marketing environment, competition between products and services is becoming increasingly tough. In order to face the offensive of competition, branding was introduced by for marketers in this industry to have a clear understanding of Indian companies as a marketing strategy to differentiate a number of homogenous products including clothing. The present study primarily focuses on how consumers evaluate branded clothes based on factors like price, quality, variety etc. Within the context of this study, customer perceptions regarding branded clothing were tested considering their brand awareness, price, quality perception and overall brand attitude. This research throws light on consumer behavior focusing on the following areas: the frequency of purchases of branded apparels, most possessed brands, future purchase behavior, place of purchase, source of information for branded apparels, etc. The research is conducted in Jamnagar, Rajkot and Ahmadabad cities and the sample size is 200. Questionnaire method was used in this research. One way ANOVA test has been used as a statistical tool for hypothesis testing. The findings of the present study provide important insights to branded clothes manufactures in India to increase their foothold and successfully compete in the Indian apparels market