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FINDINGS
1. 15 out of 30 respondents have a neutral take on their degree of preference for

brands.
2. 86.7% of the sample buys brands they prefer because of the quality of the
product.
3. 16 out of 30 respondents purchase branded clothes casually.
4. People do not only wear branded clothes, this is indicated by 43.3% of the
sample expressing strong disagreement.
5. 26.7% of the sample says that they do not buy branded clothes to create good
impressions in the mind of others.
6. Branded clothes are a status symbol: 60% of the respondents have expressed
disagreement with this statement.
7. 30% of the sample does not purchase apparels worn by celebrities. It is
interesting to note that a meager 0% agreed with it.
8. Peer group influences an individual to buy branded apparels. This is indicated
by the 36.7% of the sample are influenced by the brand itself.
9. When asked if the brand that they wear depicts confidence and conveys their
personality and attitude, 36.7% expressed neutrality.
10. 46.7% of the sample is unsure if the brands speak about their attitude.
11. 18 out of 30 respondents unsure on the purchase of trendy clothes. It is
interesting to note that 20% of them buy trendy clothes.
12. 40% of the sample moderately prefers online shopping.
13. Majority of the respondents have a neutral take on whether feel selfassured
when they wear branded clothes. This is indicated by 43.3% of the sample who
have selected neutral.
SUGGESTIONS
 Brands must focus on improving their quality and design as these factors
have been rated the most important factors for brand preference.
 The manufacturers have to concentrate on these attributes to attract more
consumers towards their brand.
 Growing consumerism has increased brand awareness amongst today‟s
customers. Companies must strategically emphasize on advertising efforts
to promote the unique features of branded apparels.
 Word-of-mouth is highly recommended for apparels industry. A premium
fabric with modern, trendy designs can yield highly positive word-of-mouth
results. Therefore heavy emphasis should be given to marketing and
branding efforts.
 The manufacturers and brand management should have clear conception
on various products aspects and customer requirements and they should
place the products to the customer accordingly.
CONCLUSION
This study summarize the various factors influencing consumer buying behavior of
youngsters in Thrissur district and their choice of preference on various dress
collections, their attitude towards online shopping etc. The factors influencing
their purchase, this report provides an opportunity to learn the relationship
between culture and its influence on apparel purchase, it also suggest brands an
idea about the consumer decision process on apparels such a way they will plan
their future strategies which will boost up their sales. The criteria that motivate
the apparel purchase of consumer are revealed during the study. The overall
study reveals the consumer decision offer apparel purchase among their
preference on apparel purchase at different occasion. The consumers enjoy
shopping mostly with their friends and family members. They are influenced by
their friends, family members, celebrities, magazines etc. Quality, comfort, brand
are the main criteria which effect their buying behavior towards branded
apparels. Even all the demographic factors like gender, age, occupation and
monthly income don‟t have any impact on buying behavior of consumers towards
branded apparels. Finally, it can be concluded that it is important to know the
customers buying behavior process and customer requirements properly. The
brand developer should develop and place the products accordingly to the
customer and that will help in sustainable apparel products development as well
as better business performances.
BIBLIOGRAPHY
1. Acosta, J.P, “Women of generous proportions: An empirical study of full-figured

Brands and the consumer bonding experience”
2. Gandhi, Sudesh M, “Exploratory study on consumer behavior and rationality in
consumer decision process. Nagpur”
3. Hemantha Y, “Indian Consumer's Perception of Spanish Fashion Brand Zara”,
4. Khare, A. & Rakesh,S.,“ Predictors of fashion clothing involvement among
Indian youth
5. Klemencic, B, “Information Behavior of German Youth and Their Opinions
towards Fashion Clothes”
6. Ming Choi, T. , Liu, N., Liu, S., Mak, J. & To, Y.T, “Fast fashion brand extensions:
An empirical study of consumer Preferences”
7. Mittal, P. & Aggarwal, S. (2012), “Consumer perception towards branded
garments : A study of Jaipur”
8. Rajput, N. (2012), “Consumers Attitude towards Branded Apparels: Gender
Perspective”
9. Rajput, N., Kesharwani, S. & Khanna, A, “Dynamics of Female Buying Behaviour:
A Study of Branded Apparels in India”
10.Verma, A.P. & Tiwari, K, “A Study on Consumer‟s perception about branded
clothing store and merchandise Levis Stores & Koutons Store in India”.

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FINDINGS

1. 15 out of 30 respondents have a neutral take on their degree of preference for

1. Acosta, J.P, “Women of generous proportions: An empirical study of full-figured

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