UGC Approved Journal no 63975(19)

ISSN: 2349-5162 | ESTD Year : 2014
Call for Paper
Volume 11 | Issue 3 | March 2024

JETIREXPLORE- Search Thousands of research papers



WhatsApp Contact
Click Here

Published in:

Volume 5 Issue 11
November-2018
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

7.95 impact factor calculated by Google scholar

Unique Identifier

Published Paper ID:
JETIR1811B58


Registration ID:
191738

Page Number

377-382

Share This Article


Jetir RMS

Title

CONSUMER BUYING BEHAVIOUR FOR FASHION BRANDS- A STUDY ON INDIAN APPAREL INDUSTRY

Abstract

The presence of multiple National brands in the apparel categories on one hand has proved beneficial to the customers in terms of wide choices, on the other hand has led to immense competition amongst the national brands. The brands are continuously searching for attributes which will help them in attracting and retaining customer .The purpose of this study is to explore the key attributes of national brand which has an impact on the customer purchase intention. The main focus of this quantitative study is to measure the impact of quality, celebrity endorsement, price, physical appearance and prestige of national brands on the customer purchase intention. A questionnaire was prepared and pilot survey was conducted to finalize the questionnaire followed by data collection from one thousand customers. The finding of this study shows that quality, price, physical appearance and prestige of National Brand have significant relationship with purchase intention while the role of celebrity endorsement was found to be insignificant.

Key Words

Quality, Celebrity endorsement, Price, Physical appearance, Prestige, National Brand, Purchase Intention.

Cite This Article

"CONSUMER BUYING BEHAVIOUR FOR FASHION BRANDS- A STUDY ON INDIAN APPAREL INDUSTRY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 11, page no.377-382, November-2018, Available :http://www.jetir.org/papers/JETIR1811B58.pdf

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"CONSUMER BUYING BEHAVIOUR FOR FASHION BRANDS- A STUDY ON INDIAN APPAREL INDUSTRY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 11, page no. pp377-382, November-2018, Available at : http://www.jetir.org/papers/JETIR1811B58.pdf

Publication Details

Published Paper ID: JETIR1811B58
Registration ID: 191738
Published In: Volume 5 | Issue 11 | Year November-2018
DOI (Digital Object Identifier): http://doi.one/10.1729/Journal.19131
Page No: 377-382
Country: NAVI MUMBAI -410210 MAHARASHTRA, NAVI MUMBAI -410210 MAHARASHTRA, NAVI MUMBAI -410210 MAHARASHTRA .
Area: Engineering
ISSN Number: 2349-5162
Publisher: IJ Publication


Preview This Article


Downlaod

Click here for Article Preview

Download PDF

Downloads

0002955

Print This Page

Current Call For Paper

Jetir RMS