• Dr.P.BERLINE KINGCY

ABSTRACT In today’s market filled with thousands of products and services, all of which are rapidly commoditized, a brand stands out from the clutter and commands attention.Depending on how the brand is marketed, advertised and promoted, a brand name can create and sustain loyalty, trust, confidence, premium or mass market appeal. A brand differentiates a products from other similar product and enables it to charge a higher premium in exchange for a clear identity and greater trust in its functionality. A brand is likely to survive longer than an undifferentiated products.A brand is akin to a living being: it has an identity and personality, name, culture, vision, emotion and intelligence.These are provided by the owner of the brand and must be constantly looked at to keep the brand relavant to the target it wants to sell to . The relationship between consumers’ decision-making styles and their choice between branded and non branded attire is investigated using a sample of teenagers of Tirunelveli and Ramanathapuram district only. The purpose of ourresearch is to investigate teenagers in Tirunelveli and Ramanathapuram District to examine if any factor dominates in their buying behaviour for attire. In addition, consumer attributes (i.e., apparel involvement, brand consciousness, reference group, social class, and other factors) and personal characteristics were investigated separately and in relation to the affinity of teenagers.

Brand, Product, Teenager, Affinity, Consumer

"A STUDY ON THE AFFINITY OF TEENAGERS TOWARDS BRANDED ATTIRE IN SOUTHERN PARTS OF TAMIL NADU WITH SPECIAL REFERENCE TO TIRUNELVELI AND RAMANATHAPURAM DISTRICT TAMIL NADU INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 1, page no.b140-b146, January-2023, Available :http://www.jetir.org/papers/JETIR2301120.pdf

"A STUDY ON THE AFFINITY OF TEENAGERS TOWARDS BRANDED ATTIRE IN SOUTHERN PARTS OF TAMIL NADU WITH SPECIAL REFERENCE TO TIRUNELVELI AND RAMANATHAPURAM DISTRICT TAMIL NADU INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 1, page no. ppb140-b146, January-2023, Available at : http://www.jetir.org/papers/JETIR2301120.pdf