A study on consumer buying behavior towards Indian Fashion Apparel brands- A case of Ahmedabad city

- Ms Jasleen Sardar, Assistant Professor, Faculty of Business Administration,

- Ms. Himani Sardar, Assistant Professor Faculty of Business Administration, GLSBBA

Abstract:

Markets in 21 st century are consumer oriented. Marketers need to understand the behavior of

customers so as to satisfy the challenge of variety or multiplicity. If we consider consumer

market for fashion apparel one can notice the growth in diversity of Brands (national or

international), the medium for buying such brands, personalization, customs and advertising

of such brands (Fast fashion/online shopping). Understanding consumer behavior in respect

of such purchase decisions can lead to attract and retain the consumers for the marketers in

any possible situation. India has undergone a huge socio-economic transformation due to

rising income levels and economic standard. These rising potential buyers are target market

for any global or national brand to increase their market share due to population size,

spending power and massive exposure to media. This study was conducted to understand the

consumer buying behavior when we consider Indian Brands for fashion apparels limiting it to

Ahmedabad city. The purpose is to analyze the preferences of consumers when comparison

is done between Indian and International brands. We could also comprehend the reasons

behind it and the effect of different factors such as age, gender, and frequency of purchase,

one time spending and many more on such choices.

Keywords:

Indian, International, Fashion, Apparel, Consumer

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