A Study on Brand Preference towards Sports Apparels with Reference to Coimbatore District

The study is made for the purpose to know about the consumers brand preference in sports apparels. Through this study we get to know about the demand of sports brand among people. This study is based on the various factors which influence the habitual buying behaviour of consumers while buying branded apparels. Habitual behaviour represents the repeat purchases made by the customers, based on habits or routines that are developed in order to simplify the decision-making process. The paper considers the influence of various marketing and demographic factors on consumer�s habitual behaviour towards branded Sports apparels. The study tries to reflect the influence of various marketing factors such as brand awareness, quality, price, durability, etc. This study will help companies to select effective models for targeting customers with an aim to retain them.