Brand and Store Selection Behaviour of Female Consumers towards Clothing

Harpreet Singh, Ella Mittal


The behaviour and interest of consumers has been consistently changing over past few decades as apparel and fashion industry has transformed in India recently. The present study explores the brand selection and store selection behaviour of female consumers in Chandigarh (tri-city) area. The study examines the factors influencing the brand and store selection behaviour of female consumers and the effects of Age, Income and Place of Residence on the factors affecting their behaviour. The primary data has been collected by distributing questionnaire to 150 consumers in various markets of tri-city (Chandigarh). The study will serve as a tool to get information regarding preferences and factors affecting choice of female consumers for new as well as existing companies to frame brand and other marketing strategies.

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