3

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.

References:  Acosta, J.P., (2012), “Women of generous proportions: An empirical study of full-figured Brands and the consumer bonding experience”, Academy of Marketing Studies Journal, Volume 16, Number 2, 2012.  Chan, K.(2009) “Young consumers and perception of brands in Hong Kong: A qualitative study”, paper published Journal of Product and Brand Management 15(7), 416-426.  Gandhi, Sudesh M. (1994), “Exploratory study on consumer behaviour and rationality in consumer decision process  Hemantha Y. (2012), “Indian Consumer 's Perception of Spanish Fashion Brand Zara”, Advances In Management vol  Khare, A. & Rakesh,S. (2010), “ Predictors of fashion clothing involvement among Indian youth”, received (in revised form): 16th August 2010 Journal of Targeting, Measurement and Analysis for Marketing Vol. 18, 3/4, 209–220  Klemencic, B.(2012), “Information Behaviour of German Youth and Their Opinions towards Fashion Clothes”, China-USA Business Review, ISSN 1537-1514 (June 2012) Vol. 11, No. 6, 770-778.  Ming Choi, T. , Liu, N., Liu, S., Mak, J. & To, Y.T. (2010), “Fast fashion brand extensions: An empirical study of consumer Preferences”, Macmillan Publishers Ltd IJRFM Volume 2, Issue 2 (February 2012)  Rajput, N Journal of Marketing Studies Vol. 4, No. 2; (April 2012)  Rajput, N., Kesharwani, S