Abstract:
The impact of consumer’s knowledge vis-a-vis brand
preference for apparels has been investigated using a
sample of consumers from Vadodara City in Gujarat.
The relationship between consumers’ decisionmaking styles and their choice between domestic and
imported brand clothing, their knowledge about the
brand and the basis on which they select a brand has
been examined. The objective of this paper is to
gauge the factors affecting purchase decision
considering different perspectives as base for my
research. The objective is also to analyze the
significance of demographic profile of consumers
affecting the purchase decision of branded garments
and to observe from gender and age group
perspective the consumer awareness and knowledge
about different apparel brands available in the Indian
market
Description:
International Journal of Advanced Scientific Research and Management, Volume 3 Issue 4, Apr 2018,p.28-34