Consumer buying behavior towards branded and unbranded apparels

Abstract

The goal of this study was to identify consumer purchasing behavior in Chennai for both branded and unbranded apparel. The objectives of this study were to ascertain the socioeconomic characteristics of consumers who prefer branded apparel and the factors that influence their purchasing decisions. To meet the objectives, primary data were collected using a questionnaire from 200 consumers across Chennai in selected cities. According to the survey, consumers are becoming more brand savvy these days. They like branded gear because it makes them appear more fashionable, and branded apparel also serves as a reflection of a person's status. Individuals opt for branded merchandise due to its enhanced durability, variety, and quality.