Brand awareness of readymade garments: A comparative study of males and females

Consumers have been influenced by several environment factors that separate them from older shoppers. With growing fashion consciousness among females and males, they demand for better and updated products and if they don't get the desired apparels, they switch to a better brand very easily. In India, major share of branded apparel is covered by foreign brands. This study is an attempt to analyze the purchase behavior of men and women towards different branded apparels and to study the effect of promotional activities on their purchasing. ANOVA has been used for the said purpose.

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those competition.” Brand is the trademark or a manufacture. Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the degree to which consumers precisely associate the brand with the specific product. It is measured as ratio of niche market that has former knowledge of brand.

Brand awareness includes both brand recognition as well as brand recall. Brand recognition is the ability of consumer to recognize prior knowledge of brand when they are asked questions about that brand or when they are shown that specific brand.