View of BRAND EFFECTS ON CONSUMER PREFERENCE TOWARDS READYMADE GARMENTS INDUSTRY: AN ANALYTICAL STUDY OF INDORE CITY

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BRAND EFFECTS ON CONSUMER PREFERENCE TOWARDS READYMADE GARMENTS INDUSTRY: AN ANALYTICAL STUDY OF INDORE CITY

Dr. Jitendra Chouhan

Assistant Professor, Idyllic Institute of Management, Indore

Abstract - This study aims to investigate the brand effects on consumer preference towards readymade garment. The results suggest that, brand name variable have statistically significant relationships with consumer preferences. The survey results indicate that the consumers mainly look for some factors like brand name, Status, quality and price of a product. Moreover, from the survey it is seen that the majority of the respondents sometimes change the brand they use. The data support and suggest implications for consumer research. The researcher has used analytical study, it is revealed that irrespective of age and education levels respondents are buying branded garments to enhance their style. A total of 480 responded of questionnaires were evaluated for analysis. The findings of the study indicated positive correlations among the two variables with high factor loadings.

Brand name of a product has significant impact on the overall preferences of the consumers. Consumers are now becoming choosy and selective and they consider brand as their identity and they perceive that brand enhances their personality.

Keywords: Brand Effects, Consumer Preference, Brand Preference, Readymade Garments.

1. INTRODUCTION

Brand is the blood of organization. Through the brand consumer take decision for buying the product and services. A strong brand image is a powerful asset. A recognised and trusted brand identity makes people confident that the organisation is dependable.

Developing a corporate brand is important because a positive brand image will give consumers, and other interested stakeholders, confidence about the full range of products and activities associated with a particular company. Therefore, it was aimed in this study to investigate the relative influence of the brand effect on consumer preferences and the formation of strong consumer preferences and brand relationships. The present study sought to answer following research questionnaire how brand affects the preferences of the consumers for garment industry. The paper, first discusses the concept of brand and the potential contribution of brands in the consumer preferences. Also, it provides practical guidance to business leaders for developing a successful strategy to develop a brand image.

2. LITERATURE REVIEW

P. S. Venkateswaran et.al.(2011) Brand personality is generally understood as the distinguishing characteristic of the brand, what some call the persona of the brand. Just like people, all brands have a personality to some degree. In certain cases, it’s highly emotional and vibrant; in other cases, it is understated or barely noticeable. Since brand personality is intangible and exists in an emotional monarchy, it is often underrated by marketers. A recognizable and well defined brand personality is the key to a successful brand’s appeal.

Bronnenberg et. al. (2010) studied the long-run evolution of brand preferences, using new data on consumers’ life histories and purchases of consumer packaged goods.

Variation in where consumers have lived in the past allows us to isolate the causal effect of past experiences on current purchases, holding constant contemporaneous supply-side factors such as availability, prices, and advertising. Heterogeneity in brand preferences explains 40 percent of geographic variation in market shares. These preferences develop endogenously as a function of consumers’ life histories and are highly persistent once formed, with experiences 50 years in the past still exerting a signiﬁcant effect on current consumption. Counterfactuals suggest that brand preferences create large entry barriers and durable advantages for incumbent ﬁrms, and can explain persistence of early-mover advantage over long periods. Variation across product categories shows that the persistence of brand preferences is related in an intuitive way to both advertising levels and the social visibility of consumption.

M Sayeed Alam and Md. Farhan Faruqui (2009) in their study’ Effect of Sales Promotion on Consumer Brand Preference: A Case Study Of Laundry Detergent in Dhaka City

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Consumers’ focused on the implementation of an adequate sales promotion may guarantee an increase in sales in a short period of time. But sales promotion does not eventually create brand loyal customer group. This study is based on Dhaka city consumers and focuses on detergent product. In this report the researchers tried to find out detergent consumers’

evaluation of sales promotion and their brand association with respect to detergent product.

A sample of fifty detergent consumers was selected for this study. Respondents expressed their opinion on structured questionnaire. It was found from the analysis that consumers were satisfied with the sales promotion but it does not create long term assurance toward brand preference. It is found that consumers choose the detergent brand with an effort.

Pathak and Tripathi (2009) made a study entitled “Customer Hopping Behavior Among Modem Retail Formats: A Study of Delhi & NCR”. The Study is an exploratory research conducted in Delhi & NCR. It specifically focuses on customer shopping behavior in Indian scenario among the modern retail formats. Objectives of the study are to find out the factors that affect the buyer's decisions among the modern retail formats and to evaluate the comparative strength of these factors in buying decision of the buyers.

P. Kotler, G. Armstrong, V. Wong and J. Saunders (2008) defines national brand (also called manufacturer’s brand) as “a brand created and owned by the producer of a product or service”. National brands have been the leaders on the market since the last century, but there is a rapidly growing competition from the private labels.

Dr. A.Lalitha, Dr. J. Ravikumar & K. Padmavalli (2008) made a study entitled

"Brand Preference of Men’s wear". Scope of the study focuses on the brand preference regarding shirts and pants of select consumers living in twin cities of Hyderabad and Secunderabad. It is confined to the customers visiting the select showrooms in Hyderabad and Secunderabad. The objectives of this study were to know the reason why customers prefer branded shirts and pants to unbranded ones, to find out the influence of advertisement for branded clothing for the purchase behaviour of the respondent and to know the factors influencing customers while choosing branded shirts or pants. It is concluded that educational qualifications, employment status, age group, convenience of shops, and advertisement are influencing factors for purchasing the branded shirts and pants by the respondents. 94 percent of the respondents are highly educated and purchased branded ready wears. Age group of 20-50 years is income earning people and spending on the branded wears. The study reveals that the advertisements play a limited role to choose the brand among ready - made dresses available in the market. 54 percent of the customers are buying branded ready wear because of quality and status symbol.

2.1 Consumer Preferences

Consumers’ preference can be defined as the power or ability to choose one thing over another with the anticipation that the choice will result in greater satisfaction, greater capability or improved performance. The model is designed to provide a better understanding of how consumer preference is formed and, correspondingly, to provide the means to accurately predict consumer preference behaviour. In order to understand preference we need to determine the functional or performance demands involved in the purchase, the desired emotive outcomes, and the subjective norms. Consumers use to determine their desire for one product or service over another. The primary assumption of the model is that individuals make considered purchases. In some cases the consideration may be minimal and the purchase behaviour almost habitual. In another the period of consideration (incubation) may be extensive and each element of the consideration process carefully examined.

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Figure 1 provides an overview of customer preference formation from the theory of reasoned action point of view

Figure 1 Basic Structural Model of Customer Preference Formation 2.2 Readymade Garments Industry in India:-

The garment industries in India are concentrated in Bangalore where some of the largest export houses of the country are existing. Today overseas buyers view Bangalore as an important location for sourcing of garments after Bombay and Delhi. Brand images are being felt in this region and there is a great potential for production of value added goods. Garment industries in Bangalore started from the period of British. M/s. Bangalore dressmaking Co. was the first unit, started to manufacture garment in Bangalore during 1940, which was started by Mr.

Vittal Rao. During the rule of British, there was a need of clothing dress materials. This led to the development of RMG industries in Bangalore. After India’s independence in 1947, the industries started picking up slowly to cater the needs of dresses of the common man and local market. The industry started flourishing. Most of RMG industries are concentrated in Bommanahalli and Peenya industrial estate. After the de-reservation of garments, big players like Mafthlal, Aravind Mills, etc. started entering the field and occupied places in the sector which indirectly affected the small scale sector. In this research the researcher include list of some brand for the study. Because the brands are endless, so some few name.

Indian Brand: Zodiac, Provogue, Wills Life Style, Spykar, Koutons, Oxemberg, Park Avenue, John Players, Flying Machine, Lawman Pg. 3.

Multinational Brand: Levis, Guess, Diesel, Wrangler, Pepe, Lee, Gucci, Tommy Hilfiger, Arrow, Armani

3 RESEARCH METHODOLOGY 3.1 Research Design

The exploratory design of this study involves many factors which determine the Effect of Brand on consumers’ preference towards readymade garments industry. The design of this descriptive study measures the existing variables which measures the buying behaviour of consumers. The respondents were given flexibility in marking their preferences. Hence, this study is both descriptive and exploratory.

Attitude toward the behavior Conviction that the

choice leads to certain desired functional

outcomes Evaluation of the outcomes Conviction that the

choice leads to certain desired emotive

outcomes

Conviction that the choice is considered

correct by others

Preference Behavior Intention

Subjective comparison norm

Motivation to comply with the opinion of

others

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3.2 Sampling Size

In this study, total 500 questionnaires were distributed among consumers and out of them 480 respondents were participated fairly from the age group of <25 to >40. Participants, which included males and females were varying from student to professionals, highlight the diversity of the survey of Indore City.

3.3 Data Collection

The data collection methods used in this research involves the search for both primary and secondary data. The secondary data for this particular study were collected through marketing journals, existing reports, and statistics on economic growth of textile industry in India and other existing reports that were based on the topic. Secondary data helped the researcher to create better comprehension of consumers’ preferences. Thus the study conducted and analyzed primary data with the significance of the secondary

3.4 The Research Tool

The Research tool consisted of questions derived from the literature. There were questions in brand and consumer preference. also questions asked related to Demographic Information: the participants was collected covering their, age, gender, marital status, income, education level and occupation.

3.5 Objectives

 To measure the brand effects for Consumer Preference of readymade garments.

 To find out various factors that influences the customer while purchasing branded and readymade cloths.

 To know the various demographic effects that influences the consumer preference and behavior towards brand.

3.6 Hypotheses:

H01:- There is no significant influence of Gender in determining the Brand Preference.

H02:- There is no significant influence of Age in determining the Brand Preference.

H03:- There is no significant influence of Education in determining the Brand Preference.

H04:- There is no significant influence of Occupation in determining the Brand Preference.

H05:- There is no significant influence of Income Level in determining the BrandPreference.

3.7 Factors Considered by Consumers while Giving Preference to Brands

The physical characteristics of the product, for example, price, quality, status symbols, country of origin, warranty etc. The past researches have shown that there are countless factors which attract consumers to prefer branded products. The factors are: Price, Status Consciousness, and Celebrity Endorsers, Ethnocentricity.

3.8 Descriptive Statistics of Factors Affecting Brand Table 1 Factor- Price

Frequency Percent Valid Percent

Cumulative Percent

Valid

Strongly Disagree (1) 20 4.2 4.2 4.2

Disagree (2) 20 4.2 4.2 8.4

Neutral (3) 35 7.3 7.3 15.7

Agree (4) 186 38.7 38.7 54.4

Strongly Agree (5) 219 45.6 45.6 100.0

Total 480 100.0 100.0

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Figure 2 Bar Chart Factor- Price

Response on 5-Point

Interpretation:- Frequency table for the variable Price shows that 38.7% respondents assigned it towards important scale with a rank of 4 and 45.6%, ranked it 5, whereas only 4.2% of the respondents ranked it 1, all the ranks for the variable Price shows by a bar diagram. It is also observed that the distribution of the ranks is positively skewed, i.e. most of the respondents ranked more than the median value 3, which clearly indicates its importance.

Table 2 Factor- Quality Frequency Percent

Valid Percent

Valid Strongly Disagree (1) 10 2.2 2.2 2.2

Disagree (2) 25 5.2 5.2 7.4

Neutral (3) 45 9.3 9.3 16.7

Agree (4) 196 40.8 40.8 57.5

Strongly Agree (5) 204 42.5 42.5 100.0

Total 480 100.0 100.0

Figure 3 Bar Chart Factor- Quality

Interpretation:- Frequency table for the variable Quality shows that 40.8% respondents assigned it towards important scale with a rank of 4 and 42.5%, ranked it 5, whereas only 2.2% of the respondents ranked it 1, all the ranks for the variable Quality shows by a bar diagram. It is also observed that the distribution of the ranks is positively skewed, i.e. most of the respondents ranked more than the median value 3, which clearly indicates its importance.

0.00% 10.00% 20.00% 30.00% 40.00%

Strongly Disagree (1) Disagree (2) Neutral (3) Agree (4) Strongly Agree (5)

4.20%

7.30%

38.70%

4.60%

Series1

2.20%

5.20%

9.30%

40.80%

42.50%

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Table 3 Factor- Celebrity Endorsement Frequency Percent

Disagree (2) 33 6.9 6.9 10.7

Neutral (3) 61 12.7 12.7 23.4

Agree (4) 184 38.3 38.3 61.7

Strongly Agree (5) 184 38.3 38.3 100.0

Total 480 100.0 100.0

Figure 4 Bar Chart Factor- Celebrity Endorsement

Interpretation:- Frequency table for the variable Celebrity Endorsement shows that 38.3%

respondents assigned it towards important scale with a rank of 4 and 38.3%, ranked it 5, whereas only 3.8% of the respondents ranked it 1, all the ranks for the variable Celebrity Endorsement shows by a bar diagram. It is also observed that the distribution of the ranks is positively skewed, i.e. most of the respondents ranked more than the median value 3, which clearly indicates its importance.

Table 4 Factor- Status Symbol Frequency Percent

Disagree (2) 13 2.7 2.7 4.4

Neutral (3) 21 4.4 4.4 8.8

Agree (4) 229 47.7 47.7 56.5

Strongly Agree (5) 209 43.5 43.5 100.0

Total 480 100.0 100.0

0.00% 10.00% 20.00% 30.00% 40.00%

3.80%

6.90%

12.70%

38.30%

Series1

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Figure 5 Bar Chart Factor- Status Symbol

Interpretation:- Frequency table for the variable Status Symbol shows that 47.7%

respondents assigned it towards important scale with a rank of 4 and 43.5%, ranked it 5, whereas only 1.7% of the respondents ranked it 1, all the ranks for the variable Status Symbol shows by a bar diagram. It is also observed that the distribution of the ranks is positively skewed, i.e. most of the respondents ranked more than the median value 3, which clearly indicates its importance.

Table 5 Factor- Credibility of Brand Frequency Percent

Disagree (2) 22 4.6 4.6 7.3

Neutral (3) 27 5.6 5.6 12.9

Agree (4) 193 40.2 40.2 53.1

Strongly Agree (5) 225 46.9 46.9 100.0

Total 480 100.0 100.0

Figure 6 Factor- Credibility of Brand

Interpretation:-Frequency table for the variable Credibility of Brand shows that 40.2%

respondents assigned it towards important scale with a rank of 4 and 46.9%, ranked it 5, whereas only 2.7% of the respondents ranked it 1, all the ranks for the variable Credibility of Brand shows by a bar diagram. It is also observed that the distribution of the ranks is positively skewed, i.e. most of the respondents ranked more than the median value 3, which clearly indicates its importance.

0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

1.70%

2.70%

4.40%

47.70%

43.50%

Series1

0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

2.70%

4.60%

5.60%

40.20%

46.90%

Series1

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Table 6 Factor- Country of Origin Frequency Percent

Disagree (2) 23 4.8 4.8 10.6

Neutral (3) 41 8.6 8.6 19.2

Agree (4) 199 41.4 41.4 60.6

Strongly Agree (5) 189 39.4 39.4 100.0

Total 480 100.0 100.0

Figure 7 Factor- Country of Origin

Interpretation:- Frequency table for the variable Country-of Origin shows that 41.4%

respondents assigned it towards important scale with a rank of 4 and 39.4%, ranked it 5, whereas only 5.8% of the respondents ranked it 1, all the ranks for the variable Country-of- Origin shows by a bar diagram. It is also observed that the distribution of the ranks is positively skewed, i.e. most of the respondents ranked more than the median value 3, which clearly indicates its importance.

Table 7 Factor- Range of Varieties Frequency Percent Valid

Percent Cumulative Percent Valid Strongly Disagree (1) 25 5.3 5.3 5.3

Disagree (2) 18 3.7 3.7 9.0

Neutral (3) 42 8.7 8.7 17.7

Agree (4) 179 37.3 37.3 55.0

Strongly Agree (5) 216 45.0 45.0 100.0

Total 480 100.0 100.0

0.00% 10.00% 20.00% 30.00% 40.00% 50.00%

5.80%

4.80%

8.60%

41.40%

39.40%

Series1

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Figure 8 Bar Chart Factor- Range of Varieties

Interpretation:- Frequency table for the variable Range of Varieties shows that 45%

respondents assigned it towards important scale with a rank of 5 and 37.3%, ranked it 4, whereas only 5.3% of the respondents ranked it 1, all the ranks for the variable Range of Varieties shows by a bar diagram. It is also observed that the distribution of the ranks is positively skewed, i.e. most of the respondents ranked more than the median value 3, which clearly indicates its importance.

3.9 Descriptive Analysis of Demographic Characteristics

The demographic characteristics of the participants are presented below: The Gender distribution of the respondents is as follows:

Table 8 Gender of Respondents Category Count Percentage Gender

Male Female Total

303 177 480

63.1%

36.9%

100 % Figure 9 Gender of Respondents

Interpretation:- given above shows that 303 (63%) of the respondents in the sample were male while 177 (37%) were female. The number of respondents is representation of the target population.

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

Strongly Disagree

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Disagree (2)

Neutral (3)

Agree (4) Strongly Agree (5) 5.30% 3.70% 8.70%

37.30%

45%

Series1

63%

37%

Gender

Male Female

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Table 9 Age Group of Respondents Category Count Percentage Age Group

<25 Years 25-40

>40 Years Total

189 217 74 480

39.4%

45.2%

15.4%

100%

Figure 10 Age Group of Respondents

Interpretation:- Figure shows that 39.4% respondents in the sample were below 25years, 45.2% respondents between 25-40 and 15.4% were above 40 years of age.

Table 10 Education of Respondents

Category Count Percentage Qualification

Graduate Post Graduate Others/Diploma Total

209 199 72 480

43.5%

41.5%

15%

100%

Figure 11 Education of Respondents

Interpretation:- Figure shows that 42 % respondents in the sample were holding the Post Graduate Degree, 43% respondents were Graduates and the remaining 15% were qualified in other disciplines.

39.40% 45.20%

15.40%

<25 Years 25-40 Years >40Years

Age Group of Respondents

Graduate 44%

Post Graduate

41%

Others/Di poma

15%

Education of

Respondents

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Table 11 Occupation of Respondents

Category Count Percentage

Occupation

Student Service Class Business Class Other Professionals Total

167 149 88 76 480

34.8%

31%

18.3%

15.8%

100%

Figure 12 Occupation of Respondents

Interpretation:- Figure shows that 35% respondents in the sample were students, 31%

respondents were service class, 18% were from business class and the remaining 16% were from others professions.

Table 12 Income Level of Respondents

Category Count Percentage Income Level

(Monthly Income)

Below 20,000 20.000-50,000 Above 50,000 Total

210 175 95 480

43.8%

36.4%

19.8%

100%

Figure 13 Income Level (Monthly) of Respondents

Interpretation:- Figure shows that 36 % respondents in the sample were having monthly income below 20,000/-, 44% respondents were having between 20,000/--50,000/-, and the remaining 20% were having more than 50,000/- monthly income.

35%

31%

18%

16%

Occupation of Respondents

Student Service Class Business Class Other Professionals

Below 20,000 20.000- 50,000

Above 50,000 43.80%

36.40%

19.80%

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3.10 Frequency Tables

Frequency of collecting information from various sources regarding consumers’ preference in determination of brand.

Table 13 Characteristics of respondents classified by Frequency of Information Channel

Information Channel Frequency Percentage

Television 170 35.5%

Newspaper 40 8.3%

Magazine 45 9.3%

Internet 145 30.2%

Friends 80 16.7%

Total 480 100%

Figure 14 Frequency of Information Channels

Interpretation:- The result from the above Table and Graph shows that the majority of the respondents got information from T.V (35.5%) followed by Internet (30.2%) and friends (16.7%) respectively.

Table 14 Frequency of Shop Readymade Garments Frequency of Shopping Frequency Percentage

Once or more in a month 265 55.22%

Once in two months 78 16.25%

Only on special occasion 82 17.08%

Only when necessary 55 11.45%

Total 480 100%

0% 20% 40% 60% 80% 100%

Television Newspaper Magazine Internet Friends

35.50%

8.30%

9.30%

30.20%

16.70%

Information Channels

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Figure 15 Frequency of Shop Readymade Garments

Interpretation:- The above figure reveals that majority of the people shop once or more in a month and least when the purchasing is required.

4 TESTED HYPOTHESES 4.1 One-Way ANOVA Test

It was examined whether there was any statistically significant difference in the perceptions of the three sets of respondents. The one-way ANOVA was applied to test the hypothesis that no significant difference existed among the respondents about the variables considered for obtaining the preference towards the brand in Indore region.

H01:- There is no significant influence of Gender in determining the Brand Preference.

H1:- There is a significant influence of Gender in determining the Brand Preference.

ANOVA has been applied to find the relationship between variables (Gender and Brand Preference) at a significant level of 0.05.

Table 15 The Relationship between Gender and Brand Preference Age and Brand

Preference Sum of

Squares Df Mean

Square F Sig.

Between Groups Within Groups Total

4.221 83.471 87.692

8 472 480

.528

.176 3 .060

The above table illustrates the relationship between gender and brand preference.

Since, calculated value is less than tabulated value, so it results in accepting the null hypothesis and rejecting the alternate hypothesis. It could be noted that there is no significant influence of gender in determining the brand preference. It means that the male and female both have same perception towards brand preference.

H02:- There is no significant influence of Age in determining the Brand Preference.

H2:- There is a significant influence of Age in determining the Brand Preference.

Table 16 The Relationship between Age and Brand Preference Education and

Brand Preference

Sum of

20.3719 66.973 87.692

13 467 480

1.594

.143 11.146 .000 0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Once or more in a

month

Once in two months

Only on special occasion

Only when necessary 55.22%

16.25% 17.08%

11.45%

Frequency of Shopping

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The above table illustrates the relationship between age and brand preference. Since, calculated value is greater than tabulated value it results in rejecting the null hypothesis and accepting the alternate hypothesis. It could be noted that there is a significant influence of age in determining the brand preference. As those who are above 40 years they are less conscious about the brand.

H03:- There is no significant influence of Education in determining the Brand Preference.

H3:- There is a significant influence of Education in determining the Brand Preference.

ANOVA has been used to find the relationship between data variables (Education and Brand Preference) at a significant level of 0.05.

Table 17 The Relationship between Education and Brand Preference Education and Brand

20.352 67.340 87.692

8 472 480

2.544

.142 17.915 .000

The above table illustrates the relationship between educational background and brand preference in determining brand. Since, calculated value which is greater than tabulated, it results in rejecting the null hypothesis and accepting the alternate hypothesis.

It could be noted that there is a significance of brand preference among respondents with different educational background. Professionals are more attract towards branding garments compare to those who are in public service or households.

H04:- There is no significant influence of Occupation in determining the Brand Preference.

H4:- There is a significant influence of Occupation in determining the Brand Preference.

ANOVA has been used to find the relationship between variables (Occupation and Brand Preference) at a significant level of 0.05.

Table 18 The Relationship between Occupation and Brand Preference Occupation and Brand

9.974 77.718 87.692

12 468 480

.831

.166 5.006 0.02

The above table illustrates the relationship between occupation and brand preference. Since, sig. is 0.02, which is lesser than 0.05, it results in rejecting the null hypothesis and accepting the alternate hypothesis. It could be noted that there is a significance of consumers’ preference in determining the brand among respondents with occupations.

ANOVA has been used to find the relationship between variables (Income Level and Brand Preference) at a significant level of 0.05.

Table 19 The Relationship between Income Level and Brand Preference Income Level and

Brand Preference

Sum of

12.970 74.722 87.692

8 472 480

1.621

.158 10.259 0.02

The above table illustrates the relationship between monthly income and consumers’ buying decision. Since, sig. is .002, which is lesser than 0.05, it results in rejecting the null hypothesis and accepting the alternate hypothesis. It could be noted

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that there is a significance of brand preference among respondents with differently monthly income.

5 FINDINGS

Brand name of a product as more likely a strong impact on the decision making process of a consumer. This implies that brand creates consumer awareness and desirability that can facilitate consumer decision making and activate brand purchase. Peoples brand experiences built consumer’s preferences toward certain brands directly or indirectly.

Overall, the results of this study indicated that brand image has positive and significant impact on consumer preferences. By drawing the attention of practitioners to the key factors underlying brand effects, the result of this study may also provide a bridge from theory to business practice and inspire managers to create functionally useful, meaningful and culturally relevant brands.

5.1 Major Findings

1. the relationship between monthly income and consumers’ buying decision. Since, sig. is .002, which is lesser than 0.05, it results in rejecting the null hypothesis and accepting the alternate hypothesis. It could be noted that there is a significance of brand preference among respondents with differently monthly income.

2. It could be noted that there is a significant influence of age in determining the brand preference. As those who are above 40 years they are less conscious about the brand.

3. the relationship between occupation and brand preference. Since, sig. is 0.02, which is lesser than 0.05, it results in rejecting the null hypothesis and accepting the alternate hypothesis. It could be noted that there is a significance of consumers’

preference in determining the brand among respondents with occupations.

4. Price shows that 38.7% respondents assigned it towards important scale with a rank of 4 and 45.6%, ranked it 5, whereas only 4.2% of the respondents ranked it 1.

5. variable Quality shows that 40.8% respondents assigned it towards important scale with a rank of 4 and 42.5%, ranked it 5, whereas only 2.2% of the respondents ranked it 1.

6 DISCUSSION

According to the data collected from the survey 80 % of the consumers have given preference to branded products and about 20% purchase unbranded products. The respondents that said brands are not good quality have mostly given reasons such as performance and the fabric used. Furthermore, majority of the respondents prefer Brands for better quality, more reliability, better physical awareness and the brand image. The survey results indicate that the consumers mainly look for the extrinsic product cues like brand name, quality and price of a product. The reason being that these products have become a status symbol. However, some consumers said, that people buy products for their own satisfaction. In addition to this, Out of the total respondents questioned, most of the consumers said that they sometimes like to purchase brands with their favourite celebrity as a spokesperson.

They would definitely prefer such brands only for their favourite celebrity has been endorsed in the advertisement. Therefore, it can be said that celebrity endorsement plays a role in consumer purchase decision but it is not always effective. Moreover, most of the respondents told that they consider their country of Origin while making a purchase decision. It has also been observed that majority of the consumers consider variety of products while purchasing a brand and some of the consumers consider the fashion factor sometimes.

7 CONCLUSION

This Study deals with Effects of Brand on Consumer Preference Towards Readymade Garments Industry. This study concludes the demographic characteristics and the result of hypotheses. Gender, age and occupation are the most influencing factors to measure the consumers’ preferences on the attributes of the brand. Youth are more turn up towards

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brand as a cultural trend. Secondly, media plays a vital role in attracting the consumers’

choice. Testing of hypotheses depicted in the manner. Through the factor analysis eight highest loadings factors such as, price, celebrity endorsement, quality, status symbol, ethnocentricity, credibility of brand, country-of-origin and wide varieties depicted that aforesaid factors influenced preferences of consumers. Consumers are now becoming choosy and selective and they consider brand as their identity and they perceive that brand enhances their personality. Even middle class family prefers high end brands. Celebrity influences the perception of youth towards brand. In all prices and quality both are influencing factors in promoting brand. This study provides a useful source of information for academic researchers and business preferences would be an important contribution and a potential topic for future research. Finally, it is also recommended that more research on the effect of brand and consumer preferences be will be beneficial for future.

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