Influence on Brand in Female Consumer behavior in Apparel Purchase in Lucknow

Shalini Bariar

Abstract


In the Indian scenario, the branded female apparels are facing tough competition with in-house brands especially in the Indian casual wear.  The female costumers prefer to purchase garments according to regional requirements and culture from the local outlets. The trend of national brands is growing importance due to the recent development in retail industry. It is very important for the marketers to understand the various factors influencing the apparel purchase to formulate appropriate marketing strategies to attract consumers towards branded apparels. The purpose of this research is to examine the female consumer behavior and to understand the influence branded apparels on consumer behavior in purchase of apparels.

A survey was conducted from female consumers aged from 25-35, to obtain evidences. Approximately, 100 respondents were interviewed during the survey which results into indicating the Brand loyalty, Brand awareness, Brand Association, Quality Perceptions, and self-concepts were found to have positive impact on female consumers on purchase behavior in apparel.

Key words: Brands, Apparels, Consumer Behavior, Female consumers, Influencing factors.


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ISSN : 2251-1547