A Study of Young North-Indian Consumers’ Perceptions and Behaviour towards International Readymade Apparel Brands

Purpose: The purpose of this study is to find out and analyse the consumer buying intention of young Indians, residing in North India, and their perception towards International Readymade Apparel Brands.Design/methodology/approach: The association between customers’s buying patterns and their preference for International Readymade Apparel Brands is studied using a sample of consumers in North India. Empirical conclusions are calculated by means of online survey in the form of questionnaire through Google forms technique considering a sample size of 300 young men and women in North India.Findings: Results indicate a clear inclination of the Indian youth towards International Readymade Apparel Brands and the impact of six selected variables- first Brand Equity, then Brand Loyalty, followed by Brand Awareness, Perceived Quality and Brand Association and lastly Price Perception that have profound implications on both Educational as well as Industry perspectives.Research Limitations/Implications: Firstly, the respondent’s views may be based on intuition, current factors and their own experience, rather than quantitative facts. Secondly the fact that information is obtained from only one geographic location brings uncertainty to a sample that represents the entire population. Practical implications: International Brands are an influencing factor that affects the buyer's decision-making process and the right form of marketing can establish them to generate positive brand associations and initiate sales activities that are considered positive. On the other hand, national pride, support for the Indian economy, and support for domestic manufacturers is being challenged, as more and more Indian youth are inclined to western brands.Originality/value: By analysing consumer behaviour patterns based on Brand Equity, Brand Loyalty, Brand Awareness, Perceived Quality and Brand Association towards International Brands, the findings can help marketers to acquire precise knowledge related to a target consumer segment and consequently enable them to strategize and execute approaches to improving their brand equity