• Dr. Vaibhav Ramesh Bhalerao
• Dr. Bhalchandra B. Bite

This article investigates the relationship between consumer behaviour and some marketing factors such as brand image, brand loyalty, brand association, advertisement in the fashion industry. This article aims to understand the effect of branding on consumer buying behaviour in the fashion industry. Primary data was collected through a structured questionnaire and was analysed using multiple regression and Pearson’s co-relation using SPSS 17 to investigate the relationship between consumer behaviour and other factors. Primary data was collected from 270 randomly selected respondents using 16 Likert scale statements. The resulting model proved to be a good fit for showing a strong relationship between the consumer buying behaviour and the brand image, brand loyalty, brand association, advertisement. The study was limited to Maharashtra state with small sample size and hence cannot be generalized.

Advertisement, Brand Image, Consumer Behaviour, Brand loyalty, Brand Association.

"AN INVESTIGATIVE STUDY OF THE RELATIONSHIP BETWEEN CONSUMER BUYING BEHAVIOUR AND BRANDING WITH SPECIAL REFERENCE TO THE FASHION INDUSTRY.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.908-914, May-2019, Available :http://www.jetir.org/papers/JETIR1905W78.pdf

"AN INVESTIGATIVE STUDY OF THE RELATIONSHIP BETWEEN CONSUMER BUYING BEHAVIOUR AND BRANDING WITH SPECIAL REFERENCE TO THE FASHION INDUSTRY.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp908-914, May-2019, Available at : http://www.jetir.org/papers/JETIR1905W78.pdf