Branding and Consumer Behavior: A Study of the Indian sportswear market

The Indian sportswear segment, which earlier targeted sportspersons mostly, has now expanded to a wider customer segment. Various macro-economic factors such as evolving lifestyles, increasing income have giv-en a boost to this industry. Other major factor contributing to the sector's growth is the increasing popularity of mainstream games such as football, hockey along with cricket. Also, today, people prefer sportswear as a casual wear, thus increasing the customer base. This study focuses on the impact of branding on customer behavior-a thorough analysis has been done to understand the psyche of customers and the factors that in-fluence demand, loyalty, and brand awareness.