The study of consumer's perceived risk towards men's branded apparel in Surat region

Risk is often viewed as an antecedent of involvement particularly when the price of goods or services is high and the consumer risks losing money especially for the product like branded apparel. The different perceived are functional risk, physical risk, financial risk, social risk, psychological risk and time risk have varied consideration among consumers set. The risk consumer perceived about the product or brand during purchase intention have negative effect on brand loyalty theoretically. The risk consumer perceived is high when other easily available and competitive options are accessible. This situation could be seen in Surat region of Gujarat State which is a hub of textile where fierce competition needs to be managed by branded apparel companies. The present study is undertaken to measure various types of consumer's perceived risk while buying or intending to purchase Men's Branded Apparel.

The study shows that physical risk, social risk and psychological risk has significant variance with annual income. The physical risk has significant variance with the occupation as most time is spent at work. The time risk, psychological risk, social risk, financial risk; performance risk is perceived respectively while buying branded apparel.