CONSUMER PERCEPTION TOWARDS BRANDED PRODUCTS

INTRODUCTION Customer perception towards branded products Within the current marketing environment, the competition between products and services is becoming increasingly tough. Each producer of goods and services attempts to obtain a potential market share by making consumers believe that they have the answer to all their personal needs and desires. Branding was introduced to differentiate homogenous products such as clothing. Clothing items (products) can now be bought according to the psychological elements that they represent and not only for their physical characteristics and need-satisfying properties. Due to this psychological nature of purchasing, which is increasingly becoming a part of consumer behavior; it is crucial that manufacturers in the clothing industry become familiar with the perceptions and attitudes of the consumer.

LITERATURE REVIEW

Analyzing and understanding the consumer and his behavior is the cornerstone of success in marketing. It includes all the physical, mental and emotional processes and concerned behavior which are observable before, during and after each and every purchase of goods and services. This make us compelling to understand, observe, record and react to such behavior in case we want to have win-win strategy that matter for marketer and the customer both. The research report presented is based on the Consumer Perception towards Branded Product.

Research hypothesisHypothesis of the studies are states belowH0 : there is no significant impact of consumer perception, preference, income towards branded clothes.

H1 : there is a significant impact of consumer perception, preference, income towards branded clothes.

LimitationsThe size of respondents is relatively small as compared to the researches conducted earlier. The parameters used for pre-sale services are limited.

Design of the Study

Primary Data Questionnaire Data analysis & Interpretation Research method- Questionnaires

Questionnaire

Factor Analysis

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .614 Bartlett's Test of Sphericity Approx. Chi-Square 320.637 df 153 Sig. .000

Correlations Coorelation is significant at the .01 level Correlation is significant at the .05 level

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.614

Bartlett's Test of Sphericity

Approx. Chi-Square

320.637

Df

153

Sig.

.000

Total Variance Explained Initial Eigenvalues Component 1 2 3 4 5 6 Total 3.051 1.859 1.478 1.452 1.254 1.146 1.069 .985 .875 % of Variance 16.953 10.330 8.211 8.066 6.966 6.369 5.937 5.474 4.860 Cumulative % 16.953 27.282 35.494 43.560 50.526 56.895 62.832 68.306 73.166 Total 3.051 1.859 1.478 1.452 1.254 1.146 1.069 Extraction Sums of Squared Loadings % of Variance 16.953 10.330 8.211 8.066 6.966 6.369 5.937 Cumulative % 16.953 27.282 35.494 43.560 50.526 56.895 62.832 Total 2.476 1.979 1.601 1.355 1.331 1.303 1.265 Rotation Sums of Squared Loadings % of Variance 13.756 10.994 8.895 7.528 7.394 7.239 7.027 Cumulative % 13.756 24.750 33.644 41.172 48.566 55.805 62.832

7
8 9 10 11 12 13 14 15 16 17 18

.760
.742 .723 .575 .472 .459 .426 .346 .326

4.222
4.125 4.018 3.194 2.623 2.553 2.367 1.922 1.811

77.388
81.513 85.530 88.724 91.347 93.900 96.267 98.189 100.000

Extraction Method: Principal Component Analysis.

Conclusion
i.e. income and age doesnt influence the purchasing behavior but other factors like Perception,Quality , brand and preference and thus have a significant effect on purchasing clothes.

Thank you