Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Role of Brand Name in Influencing Purchase Decision- The Case of Fashion Industry

Author(s): Akanksha Choubey and Meenakshi Sharma

This research aims to determine the role of brand name in influencing consumer’s purchase decision of garments/cloths. Data was gathered from 155 college students in Bangalore, India through structured questionnaire. Findings of the research prove that consumers were not very loyal to any brand and their decision of purchasing branded cloths was influenced by factors like durability, price, emotional association, accessibility, online availability, discounts/offers and peer pressure. This paper clearly depicts that when different brands of cloths/garments are at one place, consumers chose different brands and not the same every time. It is suggested that manufacturers of cloths must emphasise on easy availability, both online and offline, offers and discounts to enhance marketing competitiveness.

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