Abstract
In the current business scenario, both men's and women's apparel market is facing the tough competition to grow rapidly. Marketers started realizing the potential for the prime product in men's apparel is footwear. It is vital to know the relationship between Brand preference and brand choice that leads to purchase decision. Knowing consumer preferences across the demographic segmentation forms the critical input for culminating innovative marketing strategies. Consumers brand preference represents the preliminary stage in understanding consumer preference towards the product. A deeper understanding of such preference help marketers’ to design better marketing program and build a long term relationship with customers. The Descriptive research was chosen and simple random sampling for data collection was adopted. The Chi-square test and Yule's co-efficient were used to analyze the data. The results of the study suggested the factors (such as awareness level towards the various brands, quality, brand image, price, availability, looks, style and comfort) that influence the consumers brand choice. It also emphasizes enhancement of the advertisement and promotional activities, as it has the major impact on their decision making.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Asian Journal of Research in Social Sciences and Humanities
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
