Purchase preferences towards apparel brands

To-day Purchase preferences are one's general pre disposition towards shopping activities. 250 questionnaires were distributed among the respondents in a shopping mall that has been randomly selected, of which 238 (95.2%) were responded. Out of 238 respondents, 117 (49.2%) were male and 121 (50.8%) are female, in which 155 (65.1%) respondents were in the age group of 18–25, 59 (24.8%) were in the age group of 26–35. 124 (52.1%) respondents were students and 41 (17.2%) were IT professionals. 93 (39.1%) respondents ’earnings were less than Rs. two lakhs and 82 (34.5%) respondents ’earnings were between Rs. 4–6 lakhs. The purchase preferences towards apparels were considered based on the General shopping pattern, Shopping frequency, Amount spent on apparels, Brand awareness, Category of Clothing to be purchased, Satisfaction, Shopping experience and Brand name. Casual shopping and on occasions were preferred by the respondents. Television (31.9%) makes a greater impact on brand awareness. It is followed by word of mouth (29.0%) and through social media (17.2%). ‘Only’ and ‘Zara’ were the two popular brands that has been preferred by 13% each of the Category. It is followed by Jockey (11.3%) and Adidas, Allen Solly and Levis (10.5%). Few factors that enable to have satisfaction of purchase were “referring the brand to others”, “approach of staff” and “user friendly trial room”.