A study on the acuity of brand preference on apparels among youngsters in Coimbatore

Abstract

In the recent times youth prefer the branded readymade outfits as it is associated with social class and prestige. Their preference differs from brand on the basis of quality, price, taste, advertisement etc. This study embraces to find out the preference of branded attires among the youngsters as most of the youngsters prefer readymade branded attire. The study is done among youngsters in Coimbatore city. The objective is of this study is To study the awareness of branded clothing among youngsters in Coimbatore, To find the major factors responsible for buying branded clothing among the youngsters, To identify the difference in shopping frequency between male and female youngsters, To analyze the brand preference of youngsters in buying branded outfits. The study is based on Descriptive research design. Both primary and secondary data is applied. A set of 202 respondents were selected by Snowball sampling to know about their brand preference. Weighted average method, Correlation and Ranking method were applied to study.