Popularity of branded apparels and factors of consumer’s perception towards online shopping in India

This study explores the popularity of branded apparels and aims to find out if youth are attracted towards branded apparels or if they prefer non branded apparels. It also explores into the influential factors that lead to the purchase of a particular brand namely; Brand Name, Product Quality, Design, Store Environment, Price and Promotion. This study also tests if there is any significant difference between the degree of brand preference and the level of agreement with the social status that brands represents. From this survey the most popular brand among the youth is determined and it is Levis which mostly preferred by youth. It was also found out that brands are status symbols and care must be taken to maintain the image of the brand and the most important influential factors that lead to not only the purchase of a brand but also loyalty towards are Product Quality & Design. Hence companies must improve their quality and product design & variety continuously. It is recommended that companies should not invest heavily on celebrities as it has been determined that most of the population is not motivated to buy branded apparels because it is promoted by stardom presence. A sample of 435 was examined and data was collected through questionnaires.