Consumer Perception About Branded Apparel- Issues and Outcomes

Consumer Perception About Branded Apparel- Issues and Outcomes

MAYANK SINGH*1, DR. SITANSU PANDA *2

*1Researcher, Department of Management, School of Business, Galgotias University *2

Guide, Department of Management, School of Business, Galgotias University

1: Overview and Goals of the Study
Introduction:

In the contemporary fashion landscape, this thesis explores how consumers view and react to branded clothing. It examines how aspects like quality, cost, image, and marketing impact customer behavior in addition to stressing the emotional, psychological, and social effects of fashion branding. Branded apparel is more than simply a product these days; it's a means of self-expression, a status symbol, and frequently a reflection of a person's character and social identity. The study focuses on urban Indian customers, particularly young people, who weigh impact, cost, and image when deciding between branded and unbranded goods.

The study is required since the company is evolving due to influencer marketing, quick fashion, and digitization, and brands need to understand how consumers think and purchase. The poll closes a large knowledge gap regarding Indian consumers' preferences for branded clothing.

Research Objectives:

  1. Identify the factors influencing customers' perceptions of branded apparel.

  2. Analyze how brand perception affects purchasing decisions.

  3. Compare brand-name and brand-less clothing preferences.

  4. Look at how fashion choices are influenced by demography.

  5. Look into the emotional and psychological aspects that affect brand selection.

  6. Evaluate the outcomes of marketing strategies (social media, celebrity influence, etc.).

  7. Use consumer data to drive strategic recommendations for fashion brands.