Factors affecting customers' perception towards branded goods with special reference to end of season sale

Income is always considered as the prominent economic reason for conducting any type of study. It is the portion of income that a person or a family is ready to spend which determines his/their buying behavior and similarly this disposable income is one of the catalyst of construction of perception especially towards branded goods. Branded goods especially the apparels and footwear are soaring high in Indian markets. These have evolved as the mark of distinction and separate the society on the basis of brand users and non brand users. Emergence of middle class has increased the number of earners in the family. The sources of income are diversified and even the home makers are earning even sitting in the homes today. There is a direct relation in the income and use of branded goods. Moreover, this charm of using the branded goods has given a pace to the end of season sale concept in a developing country as ours. The given paper is an attempt to find the effect of income as the underlying factor for developing the perception of the customers to purchase branded items especially at end of the season sale (EoSS) in the urban areas.