Customers' Perception And Evaluation Of Branded Apparel. An Indian Perspective

      Аннотация: The present study titled “Customers’ perception and evaluation of branded apparel” focuses on the behavior and attitude of young Indian customers in the age group of 18-25 years towards branded apparels.It aims at increasing understanding of Indian Customers' brand choice for global and domestic brands.Statistical tools and models used for analysis include Structural Equation Modelling, Mean and Rank, Independent sample student t- test and one-way ANOVA. Parameters such as their shopping habits, gender differences while shopping, and important factors that influence their purchase decision have been studied. An apparel buying behaviour model has been developed on the basis of 5 dimensions namely Store attributes, Product attributes, Reference Groups, Promotional factors and Consumer characteristics.Findings suggest causal linkages among these dimensions, they are correlated with each other at a statistically significant level and influence the buyers purchase behavior. This study contributes to academia by providing a conceptual framework to understand apparel buying behaviour of young Indian customers which can be used by practitioners to improve their retail strategies.

Ключевые слова: Attitude, consumer behavior, Gender perspective, structural equation modelling, Branded Apparel, Buying behavior dimensions