Influence of Apparel Brands on Male Consumers’ Buying Behavior (with special reference to Vidarbha)

The purpose of this research is to examine Indian Male consumer's buying behavior and understand the key factors of branded clothing which influence Male consumer's involvement towards fashionable branded clothing. A survey was conducted from general Male consumers between the age group of 20–45 years to obtain experiential evidence by using questionnaire, personal interview and some statistical techniques. The total of 410 respondents filled the questionnaires. The results indicate that status branding, brand attitude, paying premium prices for branded clothing, self-concept and reference groups were found to have positive effects on Male consumer buying behavior while increasing consumer involvement in fashion clothing. This paper expands understanding of Male consumer buying behavior related to Indian environment and highlights the factors that highly influence consumer involvement in fashion clothing.