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On

Popularity of branded apparelsAppeal to youth and loyalty towards it

Submitted to: Prof. Sandeep kumar 2516

Submitted by: Harpreet Kaur MBA 2nd,

University School of Business Studies, Talwandi Sabo

Table of Contents

1. Introduction

2. Objectives of Study

3. Literature Review

4. Research Methodology

Introduction
Consumers are evolving entities. Their aspirations and expectations are continuously changing. Todays shoppers are more intelligent, discerning & turned to their individual preference. They are increasingly fashion and brand conscious and select labels which define who they are or who they want to be. The biggest challenge for all the brands is to create loyal consumer who love them.Shoppers stop Ltd. India represents an economic opportunity on a massive scale both as a global base and domestic market. Indian consumer markets are changing fast, with rapid growth in disposable incomes, the development of modern urban lifestyles and the emergence of the kind of trend conscious consumers that india has not seen in the past. Apparel industry is in its growth stage. With the proliferation of western culture, more brands are added to the Indian market. Larger budget is allocated to sales promotion activities that lure the consumers. In such a scenario, it is very essential to study how make their choices in category where there are several brands in a consideration set of a consumer. There is a trend for a high number of consumers in the in the apparel industry to switch from one brand to another due to sales promotion offers and personal comfort zone. Hence it would of interest to a marketer to learn about the consumer preferences with respect to sales promotion offer, what schemes do consumer prefer for what kind of brands, which media do they prefer to know about the brand, product and related schemes, who prefer the branded apparel and fashion products, the price range of fashion products. These are the questions which consumer consider while choosing a brand.

Objectives of The Study

The broad objectives of this research are 1. Brand preferences of the youth in buying branded apparel i.e., do youngsters buy only branded apparels? If they do, when do they buy branded apparel? 2. Most preferred brand among the youth. 3. Factors influence the purchase of branded apparel i.e., on what basis do they prefer the brands they purchase? 4. Is there any relationship between brands, status and personality? Who influences individuals to buy branded clothes? 5. Do celebrities really have an impact on the minds of youth and does this influence their purchase of branded clothes? 6. Form which media do youngsters get information about their brands? This can be used to take decisions like in which avenue of media should investments made?

Review of literature
Globalization has led to the proliferation of brand in the Indian market. There have been many studies conducted on consumer brand loyalty in the apparel industry in various parts of the world. Some of the previous studies have been listed below. 1. The brand loyalty in of Sportswear in Hong Kong Author: Mei-mei Lau, Ph.D. Student, Institute of Textiles and Apparel, Technology and Management (JTATM), Volume 5, Issue 1, winter 2006. This report the brand loyalty of 280 university students aged 18 to 24 years. This study explores the brand loyalty behaviour on sportswear and examine key brand loyalty factors; brand loyalty, product quality, price, style, store environment, promotion and service quality. Consumers are classified into two categories by their degree on brand loyalty: hard core loyal consumers and brand switchers. This study concludes that brand name, style and promotion are key brand factors which can distinguish hard core loyal brand consumers and brand switchers. Product quality is perceived by both groups as the most important factor affecting their brand loyalty.

Research Methodology Research is the art of scientific investigation in other words research is a scientific and systematic search for pertinent information on a specific topic. Its aim is to keep the researchers on the right track.
So, keeping in view the nature of requirements of the study to collect all the relevant information regarding the consumer loyalty towards brands, primary data should be collected through a questionnaire. The secondary data has been collected through various magazines and newspapers and from internet.

Sample size
The sample size is 100. The questionnaire was administered to youth between the ags 17 to 27 living in the regions of Bathinda.

Sampling technique
The sampling technique used in this survey is convenience sampling considering the scope and size of survey.

Primary data
The data is used in this survey is primary data that will be collected by administering a questionnaire to the youth.

Secondary data

Secondary data is collected for the purpose of review of literature where data from previous studies is collected for the purpose of reference of framing the survey outline.