A Study on Impact on Zudio Brand Image in Consumer Purchase Decision in Coimbatore City

This research investigates the Zudio brand image and their influence on consumer buying behaviour of Coimbatore city. Zudio, a leading value-fashion retail apparel brand in India, is fast emerging as a favourite shopping destination for modern urban consumers, providing latest fashion at price points. The present study explores how six elements of brand image (quality, price, store environment, product assortment, promotional schemes and brand trust) affect the consumers buying decisions. The study takes the form of descriptive analytical research. The primary data was collected from customers of Zudio, Coimbatore city through a well-structured questionnaire as the instrument of data collection. Reference has been made to secondary data in the form of journals, reports and retail research publications for the purpose of analysis. The tools used for the analysis are percentage analysis, correlation analysis and regression analysis. It signifies that the factors affecting purchase intention and repurchase behaviour are affordability, trendy merchandise, Friendly store layout and effective brand recognition. The research concludes that a good brand image makes a lot of difference in influencing customer perception and attracting customer loyalty for retail in Coimbatore city. The research would definitely help the retailers to identify the ways to build a better brand image at the local level.