Abstract

The purpose of this paper is to prioritise the factors that are considered to be important when making the decision towards liking or loving a particular apparel brand, from the perspective of young consumers. The study models the problem of identifying various factors influencing brand love (BL) as a multiple-criteria decision making (MCDM) problem and applies analytic hierarchy process (AHP) as a tool to find the relative weights of the factors. Then these weights are used to evaluate three popular apparel brands amongst youngsters, namely 'ZARA', 'Hennes & Mauritz' (H&M) and 'Marks & Spencer' (M&S). The data pertaining to pairwise comparisons of various factors and sub-factors related to the study are collected from the students studying at various colleges in Delhi-National Capital Region (NCR) (India) using convenience sampling. The results indicate that brand experience is the most important factor for young consumers amongst all 12 factors considered in the study.

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 call

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.