*School of Management studies, Anna University of Technology, Coimbatore-47.
**Adaikalamatha Institute of Management, Adaikalamatha Institute of Management, Adaikalamatha College, Vallam Thanjavur-3.
Online published on 27 December, 2011.
Indian apparel market in growing by 4.70 per cent whereas the value of goods is growing by 13.60 per cent during 2006. The understanding of factors influencing to purchase the global and local brands among the Indian consumers help the new retailers at both domestic and foreign retailers who want to enter in the Indian market. Hence the present study focuses on the purchase behaviour of fashion apparels in Indian Apparel market. A total of 500 post graduate students enrolled in M.S. University, M.K. University, Bharathiyar University, Bharathidashan University and University of Madras in Tamilnadu answered the self administrated questionnaire in a classroom setting in the year 2010. The present study conclude that the factors namely self concept, need for uniqueness directly influence clothing interest and indirectly influence the purchase intention in the case of global and local brands. Perceived Quality and emotional value are the other important predictors of the purchase intention.
