CONSUMER BEHAVIOUR AND PERCEPTION TOWARDS BRANDED APPARELS IN CHENNAI CITY

Abstract

The growth of Indian economy and markets has given birth to a new range of customers who is inclined towards the purchase of braded and quality products specially the apparels as the youth of the country is now exposed to various business and professional situations. India is witnessing change in life styles of large section of the population. The need to understand the emerging markets and consumers has become a big challenge for the corporate world especially in creating and managing a powerful brand. By developing a powerful brand, corporate can establish 'brand equity' and the equity assists firms in a variety of ways to manage competition and to maintain market share. Due to the globalization process, Indians are getting attracted to readymade dresses, particularly Multinational brands. Number of people visits the showroom with a brand in mind because the quality and comfort of that brand are suitable for them. It becomes important for the marketers to understand these relationships for successful design and execution of branding strategies. primary data was collected from 100 consumers with the help of questionnaire across the Chennai city.