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Topics: Brand, Brand management, Branding Pages: 10 (3541 words) Published: March 11, 2015
ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT
ISSN 0976-7193 (Print) ISSN 2349-2317 (Online) Volume 5 Issue 2, April (2014)

www.elkjournals.com
…………………………………………………………………………………………………………….…………… A STUDY OF CUSTOMER PERCEPTION OF YOUTH TOWARDS BRANDED FASHION APPARELS IN JALANDHAR CITY
Syed Tabrez Hassan1
Bilal H Hurrah2
Amit Lanja3
ABSTRACT
As in this competition era, from business point of view, we must be aware about the customer needs & wants & what a consumer expects from a company. We should have this information or a customer database if we want to stay in the market and to develop a competitive edge in the market. After conducting this study we must be able to understand what customers want from a brand, why they switches to other brand, what are the factors which force them to purchase branded apparels. By analyzing these, company can formulate the strategies as per the customer needs & deliver them the products which consumer wants from the company, which will be profitable for the company. The relationship between consumers’ decision-making styles and their choice between branded and non-branded clothing is investigated using a sample of consumers of Jalandhar City only. The purpose of our research is to investigate youth of Jalandhar city to examine if any factor dominates in their buying behavior for apparel. In addition, consumer attributes (i.e., apparel involvement, brand consciousness, reference group, social class, and other factors) and personal characteristics were investigated separately and in relation to the purchase behavior of youth. Introduction:

The Indian customer has undergone a remarkable transformation. Just a decade or two ago, the Indian customer saved most of his income, purchased the bare necessities and rarely indulged himself. Today, armed with a higher income, credit cards, exposure to the shopping culture of the west and a desire to improve his standard of living, the Indian consumer is spending like never before. Organized retail with its variety of products and multitude of malls and supermarkets is fuelling their addiction. Most customers’ preferences change according to the change in fashion.

Young Shoppers
India‘s population is young, very young. Most consumers have grown up with television, the Internet, and have been exposed to the standards of living and consumer culture abroad. This generation is also making money at a younger age and lots of it, thanks to call centers and other avenues of employment opening up that cater to students in college and schools. As a result they are ready to spend most, if not all of their income on apparel, accessories, and electronics.

Apparels Fashion
The apparel fashion plays a paramount role in shaping apparel consumerism. As lifestyles change, fashion in India is becoming more diversified, as in the Western countries. Technology, ideas and lifestyles are moving concurrently and quickly. Companies and brands that offered monotonous and mundane products for years, have now multiplied their product ranges and new appealing styles, shapes and forms are being launched each season by them.

1

Asst Professor, School of Business, Lovely Professional University, Jalandhar, Punjab MBA Student, Lovely Professional University, Jalandhar, Punjab 3
MBA Student, Lovely Professional University, Jalandhar, Punjab 2

ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT ISSN 0976-7193 (Print) ISSN 2349-2317 (Online) Volume 5 Issue 2, April (2014)

www.elkjournals.com
…………………………………………………………………………………………………………….…………… Identification of the role of apparel as a sign of business success is not a new concept. A review of related literature revealed that self-image/product image congruity was related to an individual’s behavior to a particular item and that apparel products had symbolic meaning. Studies have considered the relationship between the self and apparel and have taken into account the various aspects of the self such...

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