AN EMPIRICAL STUDY TO MEASURE CUSTOMER PREFERENCES TOWARDS LUXURY APPAREL BRAND

Consumption of luxurious products has three objectives namely the creation of identity, the sustainability of identity, and the presentation of socio-economic status (Wattanasuwan, 2005). With the change in Indian demographics, the absolute change in customer's tastes and preferences have been shifted to luxury apparel brands which motivates a researcher to focus upon valuable strategic and marketing managerial implications with a more detailed insight into the concept of luxury apparel brands to focus upon new strategies. This study aims to measure the customer preferences towards luxury apparel brand with special reference to Ahmedabad city. Sampling technique is convenience sampling under non-probability sampling. Sample size is 240 individuals with reference to female respondents. Individuals who are currently living in Ahmedabad city, and are customer of luxury apparel brand are considered as sample unit. Data were collected by the researcher themselves from primary and secondary sources. In this study, the researchers have collected primary data using survey method, using a structured questionnaire for data collection. SPSS 22 is used for the data analysis. This research provides the useful implication to marketers, society and government by providing more detail insight into the concept of the customer preference towards luxury apparel brand. Due to research gap, this study has provided a new direction to academics, corporate world and to the society as whole