A Study on the Effects of Knowledge Vis-à-vis Preference of Apparel Brands by Consumers in Vadodara City

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