Research Gateway

Abstract

This study is to understand the perceptions of youth regarding branded apparel and non branded apparel. The study was limited to Pune city. Study also focuses on the influential factors which motivates to the purchase of a particular brand. These influencing factors are Brand Name, Product Quality, Design, Price and Promotion. This study has been conducted to know is there any significant difference between the degree of brand preference and the level of agreement with the social status that brands depict. Apparel Brands are also becoming status symbols, hence image of the brand influence the brand loyalty for apparel products also. Product quality and Design factor comes after status symbol which influence purchase and loyalty of branded apparel. It is recommended that companies may take decision not to invest heavily on celebrity endorsement for apparel brand promotion as it has been revealed from the study that most of the population (at least of Pune City) thinks that they don’t give more weight age to brand ambassadors of apparel products. A sample of 169 was examined and data was collected through questionnaires administered to people between the ages 20 to 40.