Impact of Branding on Consumer Buying Behavior in the Clothing Industry: An Indian Perspective

In the modern world, branding is one of the most crucial elements which affect consumer choices. Fascinating it is to understand the mechanism of how branding can affect the purchasing decision and other behavior still remain elusive. The intend of this research is to observe the effect of various branding factors also, how it influences the consumers buying decisions of brands and to provide in-depth knowledge about the factors (brand image, price, brand awareness, advertisement, and brand loyalty) which affect the most during consumer buying decision. Hypothesis framed was tested by collecting data from customers. Also, the study not only examines the factor which consumers prefer while buying clothes (i.e. quality, price, design, brand name) but also to find the relation between the social-demographic variables like (Age, Gender, Income, and occupation) and their behavior to buy branded clothes. Also, the study will highlight which brand do consumers prefer with respect to the origin (foreign brand vs international brand). The study has revealed that the most important branding strategy is brand image followed by brand awareness and for building a successful brand the most important factor was quality as most of the consumers give preference to quality followed by price while they buy a brand.