• PUNDRU NIKHILA
• Dr. Sindhu

The relationship between consumers’ decision-making styles and their choice between domestic and imported brand clothing is investigated using a sample of consumers. The objective of this study is to analyse the significance of demographic features of consumers affecting the purchase decisions of branded garments. Empirical findings are calculated using survey technique and chi square test with a sample of 153 participants. The objective of this paper is to analyze the significance of demographic profile of consumers affecting the purchase decision of branded garments and to observe the consumer awareness about different apparel brands available in the Indian market and also to examine the level of competition among different brands present in the market. The results exhibit an association between the demographic features like Gender, Marital status and Monthly income and factors affecting purchase decisions like Material, Brand name and Price.

"CONSUMER BEHAVIOUR TOWARDS BRANDED APPARELS – AN EMPIRICAL STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.40-45, June 2019, Available :http://www.jetir.org/papers/JETIR1907L60.pdf

"CONSUMER BEHAVIOUR TOWARDS BRANDED APPARELS – AN EMPIRICAL STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp40-45, June 2019, Available at : http://www.jetir.org/papers/JETIR1907L60.pdf