• Harshpreet Kaur
• Nittan Arora
• Simarpreet Kaur

The purpose of this study is to examine the prevailing brand preferences mainly depicting young consumer’s focus on brands and nature of such focus while buying in general and in specific apparel and accessories segments. The research focuses on the individual buying conduct and branding affiliations. This descriptive study of brand-preferences is separate from the studies done so far as; it evaluates the inclination of people towards brands while purchasing clothing and accessories, specifically targeting the youth. To add on, research will also investigate their future brand inclinations while buying the regular wears. Data from respondents, of urban Jalandhar, is to be collected in order to determine brand engaged buying behaviour of consumers. Additionally, the study provides valuable strategic aspects for the retailers, planning to expand their customer hold in Indian market. It focuses on the customer perceptions while choosing a purchasing readymade garments and the extent to which the brand name influences their buying behaviour. The parameters covered in this study are comfort, value for money, quality and so on. Therefore, the study would be in relevance to clothing industry, thus, helping them to modify the requisite features for better sales and marketing as it concludes the future inclination of consumers towards branded apparels as well.

Apparels and accessories, branding affiliations, brand inclinations, brand engaged, prevailing brand preferences.

"BEHAVIORAL ADAPTATIONS OF URBAN YOUTH TOWARDS BRANDED APPARELS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.170-173, May 2019, Available :http://www.jetir.org/papers/JETIRCW06035.pdf

"BEHAVIORAL ADAPTATIONS OF URBAN YOUTH TOWARDS BRANDED APPARELS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp170-173, May 2019, Available at : http://www.jetir.org/papers/JETIRCW06035.pdf