Impact of Branding on Consumer Decision Making in Fashion Clothing

Brands have an important role to play when it comes to consumer decision making. The study focuses on this aspect of consumer decision making when it comes to fashion clothing. Data collected form a sample size of 170 indicate that brand is the third most important attribute after quality and promotions. A positive correlation between importance of fashion shopping and importance of brands indicate that brand is an important component when it comes to shopping for fashion. Further brands and fashion shopping are important to all demographic descriptors viz, age, gender, income and occupation