A study of consumer buying behaviour towards the branded apparels in Ludhiana city

Indian markets have been very popular in fashion and especially when it comes to Ludhiana. Ludhiana is the city where international designers approach for introduce international brands. They design as per the consumer preference. India is a country of the mix of the different culture and each consumer has its own choice and preference. The youth in every segment prefer buying fashion apparels in every season or festivals. This study was conducted to find out the Consumer Buying Behavior Regarding Branded clothes in Ludhiana. The purpose is also to study how consumer behavior for apparel is influenced by factors like monthly income, gender and peer influence. They are influenced by their choices of their friends, family members, celebrities, magazines etc. Quality, comfort, brand are the main criteria's which impact their buying behavior towards fashion apparels. The study shows that the age, gender, education and occupation do not have any impact on buying behaviour of consumers. Finally, the survey shows that Ludhiana consumers have positive attitude towards fashion apparel brands.