• Gururaj Patil

The goal of this study is to look into the purchase habits of millennial consumers when it comes to apparel brands throughout the range of brand awareness, brand schematicity with brand consciousness, and brand nationality. This study focused on millennial consumers since they are the most dynamic and discriminating segment when it comes to selecting a unique fashion brand. The study relies on a well-structured questionnaire that was prepared and disseminated to 100 millennial respondents using a structured questionnaire. This was used to analyse the data. Brand knowledge has a mediating effect on millennials' purchasing behaviour, according to the findings. Based on these findings, branded clothes companies should strive to increase brand awareness among millennials in order to increase sales. The consumers are more interested in the amount of quality suggestions while making their fashion clothing brand selection. As a result, practitioners must take into account such information, which should be offered in trendy clothes retail establishments.

Apparel brands, Brand awareness, millennial's brand preference,fashion brands

"“A STUDY ON BRAND PREFERENCE OF MILLENNIALS AT BIG BAZAAR WITH SPECIAL REFERENCE TO APPARELS BRANDS”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 11, page no.c551-c556, November-2021, Available :http://www.jetir.org/papers/JETIR2111275.pdf

"“A STUDY ON BRAND PREFERENCE OF MILLENNIALS AT BIG BAZAAR WITH SPECIAL REFERENCE TO APPARELS BRANDS”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 11, page no. ppc551-c556, November-2021, Available at : http://www.jetir.org/papers/JETIR2111275.pdf