A Study on Customer Preference and Brand Awarness of Max Fashion

Retail industry, being the fifth largest in the world, is one of the sunrise sectors with huge growth potential and accounts for 14-15% of the country's GDP. Comprising of organized and unorganized sectors. Indian retail industry is one of the fastest growing industries in India, especially over the last few years. The recent announcement by the Indian government with Foreign Direct Investment (FDI) in retail, especially allowing 100% FDI in single brands and multi-brand FDI has created positive sentiments in the retail sector. MAX is the international value fashion brand of the Dubai based Landmark Group. The brand was launched in the UAE in May 2004 with a unique concept of delivering international fashion & value to the discerning shopper. This study is on Max to find out whether MAX fashion is popular as a brand and the reasons why consumers prefer these products or not. The paper will guide the retailers to promote the MAX Fashion and MAX products in the market