IJFANS International Journal of Food and Nutritional Sciences

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Research paper © 2012 IJFANS. All Rights Reserved, UGC CARE Listed (Group -I) Journal Volume 8, Issue 2, 2019

“A Study on Consumer Buying behavior on Branded apparels of

youth in Guntur.”

Dr. A. Udaya Shankar1

Associate Professor, K L Business School, Koneru Lakshmaiah Education Foundation,
(Deemed to be University), Guntur, Andhra Pradesh, India. `[email protected] ,
9885554960
Dr. Pujitha2
Assistant Professor, K L Business School, Koneru Lakshmaiah Education Foundation,
(Deemed to be University), Guntur, Andhra Pradesh, India. [email protected],
9948741986
Sravanthi Yadav.K3
Research Scholar, K L Business School, Koneru Lakshmaiah Education Foundation (
Deemed to be University), Guntur, Andhra Pradesh, India. [email protected]
, 9515918782

ABSTRACT
The explosion of store and designer brands, personalization, and advertising in today's global
marketplace has broadened the consumer base for fashion apparel. Positive attitudes toward
western brands are on the rise.
The fashion business has seen significant structural changes in the last ten years. This study
looks at the gender viewpoint and sheds light on yobased onbrand awareness, preferences,
and shopping behaviors in the garment market.
It focuses on how male and female shoppers differ in their shopping orientations with regard
to the many dimensions of buying behavior, which are broken down into five categories:
store attributes, product attributes, consumer characteristics, reference groups, and
promotional variables. The obtained outcome may be a valuable component for the marketer.

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INTRODUCTION
The worldwide apparel industry is a dynamic, intensely competitive sector defined by a
perpetual flux of customer preferences and fashion trends. In recent years, the younger
generation has had a significant impact on the sector. The younger generation's strong sense
of style, large purchasing power, and ability to define trends make them essential to the
growth of the modern apparel industry. This empirical study examines the complicated world
of young people's shopping behavior in Guntur, a prosperous city in the southern Indian state
of Andhra Pradesh, with a focus on branded clothes.
Young people, who are typically between the ages of 15 and 34, are a crucial and discerning
customer base for the apparel industry. In addition to being customers, they also set
trends.Youth, who are often between the ages of 15 and 34, are an important and
discriminating consumer group for the clothing business. They define fashion preferences and
lead the industry in new directions, so they are more than just consumers—they are
trendsetters. The youth population in Guntur, like in other Indian cities, is growing quickly,
and there is a lot of interest in their views, tastes, and habits when it comes to wearing
branded clothing.
Policymakers, marketers, and garment firms alike must comprehend the complex terrain of
youth purchasing behavior in Guntur, especially with regard to branded goods. Businesses
can increase their performance and profitability by customizing their strategy and product
offerings to meet the unique demands and preferences of this market niche.
Relevance of the Research:
Comprehending the purchasing habits of the younger generation in Guntur is important not
just for companies but also for educators, researchers, and policymakers. The results of this
study can help firms become more profitable and competitive by providing guidance for
product development, marketing tactics, and retail operations. This research can be used by
policymakers to inform youth and consumer protection measures. By adapting their curricula
to the demands of the fashion and retail industries, educational institutions can better prepare
their students for employment in these fields.Furthermore, this study advances academic
research in the fields of consumer psychology, buying behavior, and the apparel industry by
illuminating the intricate interactions among variables that shape consumer behavior.
Scope of the Research:

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This study includes all of the young people in Guntur, from 15 to 34 years old. It examines
the various brands that are offered in the local market and covers a broad spectrum of
branded apparel products, from formal to casual wear. To acquire thorough data, the study
combines qualitative and quantitative research techniques, such as questionnaires, interviews,
and observations.
This study looked at kids to see whether there were any changes in the way they made
purchases of clothing. Furthermore, the study examined many consumer factors, including
apparel participation, self-esteem, reference group, socioeconomic class, and media, as well
as personal traits, independently and in connection to male purchase behavior.
OBJECTIVES: The primary goal of this experiment is to ascertain how young people
purchase branded clothing.
The main objectives are
To Determine which brand is the most popular among young people in the clothing category;
and
To Examine the variables influencing young people's purchasing decisions for branded
clothing.
To comprehend Guntur consumers' purchasing frequent trends.
DESCRIPTION OF THE PROBLEM:
The main motivation for the research study is to ascertain why customers are so picky about
particular brands available in the market, as well as to examine consumer brand loyalty and
brand switching while choosing branded clothing.
I can see the youth's purchasing attitude toward clothing based on this study. Retailers would
greatly benefit from this consumer behavior study as it will help them better understand
teenage purchasing habits and encourage youth to wear branded clothing.
With a focus on group psychology, this study examines youth's purchasing behavior at a
critical juncture.
SIGNIFICANCE AND STUDY SCOPE:
The study's scope includes socioeconomic class, cultural influences, and demographic data
regarding young people who prefer to buy branded clothing as well as the variables that lead
young people to choose particular brands.

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Branded clothing companies will benefit from the study because it will enable them to better
understand consumer needs and preferences as well as identify products and services that will
convert non-users to brand ambassadors and help them hang on to current customers by
offering what they want from the business.
It also explains the reasons behind the customer's brand switch and the things that compel
him to buy branded clothing. This study will assist in developing and putting into practice the
marketing strategy and increase revenue for the business.
Research Approaches
The study's sample size was limited to 251 customers, which could potentially provide a
constraint.
Some of the respondents refused to complete the questionnaire while the data was being
gathered. because they might not accurately reflect their behavior; this could potentially limit
the study.
REVIEW OF LITERATURE:
Research on consumer purchasing behavior is a rich and dynamic area, especially when it
comes to youth and branded clothing. Academics and business professionals alike must
comprehend the elements that affect garment sector purchasing decisions. The following are
some important references from the body of research that illuminate different facets of
consumer purchasing behavior and branding, particularly in the younger demographic:
M.R. Solomon (2019). The 12th edition of Consumer Behavior: Buying, Having, and
Being Solomon's thorough work offers a fundamental comprehension of consumer behavior.
It addresses many different subjects, such as the function of branding, psychological aspects,
and consumer decision-making processes.
Parker, P., and Dawar, N. (1994). Consumers' Use of Price, Physical Appearance, Retailer
Reputation, and Brand Name as Indicators of Product Quality are Marketing Universals. 81-
95 in Journal of Marketing, 58(2) . This study explores the significance of branding as an
indicator of the caliber of a product. It is crucial to appreciate how consumers utilize brand
names as signals in order to understand their purchasing behavior.
Hoyer, W.D., and D.J. MacInnis (2001). Customer Behavior, Second Edition This book
examines a number of variables, such as sociocultural and psychological ones, that affect

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consumer behavior. It offers insightful information about the intricacies of consumer

decisions, which is especially pertinent when considering young and branded clothing.
Research paper
Flynn, L.R., and R.E. Goldsmith (2010). Personalized Clothing: The Path to Brand
Adherence? 14(2), 272-286 in Journal of Fashion Marketing and Management This study
looks into how wearing branded clothing contributes to building brand loyalty. It draws
attention to how important branding is to consumer decisions in the fashion sector.
Mo, J.W., Lee, Y.K., and Kim, Y.K. (2010). A comprehensive analysis of how perceived
risk affects the connections between information sources and customer behavior in the casual
dining restaurant sector. 34(1), 21–38 in Journal of Hospitality & Tourism Research . This
study investigates the impact of information sources and perceived risk on consumer
behavior, however it is not specifically related to clothing. It is vital to purchasing behavior in
a variety of industries, including fashion, to comprehend how risk perception influences
decision-making.
Bagozzi, R.P., Ahuvia, A., and Batra, R. (2012). Journal of Marketing, 76(2), 1-16 - Brand
Love The idea of "brand love" is covered in this article along with how it affects customer
behavior. It is critical to comprehend how consumers interact emotionally with brands while
making decisions on clothes and branding.
Solomon, M.R., and T.L. Tuten (2017). Third Edition of Social Media Marketing This
book offers insights on how consumer behavior is affected by digital platforms in light of
social media's growing power. One important facet of modern consumer behavior is the
influence of social media on the promotion of branded clothing and the decisions made
throughout the purchasing process.
Bamossy, G., Askegaard, S., Solomon, M.R., & Hogg, M.K. (2006). Consumer Behavior:
A Viewpoint from Europe awareness consumer choices in a diverse country like Guntur
requires an awareness of cultural effects on purchasing decisions, which this textbook
delivers from a European perspective on consumer behavior.
In Shanghai (N=219), Juanjuan Wu and Marilyn Delong (2006) investigated Chinese
opinions of denim jeans with western brands. A third of the shoppers who were observed
were dressed in jeans, indicating that jeans are a relatively popular casual wear item in
Shanghai. Though comfort and fit took precedence over style and fashion, jeans were still
considered highly important. Shanghai customers did not differentiate brands based on
nationality, but simply on their origins between the West and the East. Price and fit-related
complaints were noted.

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In 2004, Avan Eck, AFGrobler, and FJ Herbst polled black teenagers about their opinions
about branding in the apparel industry. The study concentrated on how young Black
customers perceived clothing—branded or unbranded. Factors and attitudes regarding
branded and unbranded jeans were examined for the study.
Young Thai shoppers favored clothing made in the West over that made in the East. Richard
Elliott and Susan Auty (1998) investigated the significance of brands, self-monitoring, and
fashion engagement. According to Snyder's updated self-monitoring scale, which
distinguishes between persons who are extremely compelled to respond to social cues and
those who stay "true to themselves," they evaluated the significance of fashion involvement
for interpretation of denim brands.
According to Zeb et al. (2011), Pakistani female customers' purchasing behavior towards
branded apparel was favorably influenced by main characteristics such as brand attitude, self-
concept, status branding, reference group, and paying a premium for branded clothing.
According to Ozipek et al. (2012), the two primary factors influencing customers' preferences
for clothes are brand and brand image. Customers can define their ideal selves with the aid of
brands.
Clothes companies may benefit from the branding model analysis approach in order to obtain
positive outcomes. According to Mittal and Aggarwal's (2012) research, consumers in Jaipur
associate a brand's style, design, and quality. The purchase of branded clothing and consumer
income are significantly correlated. The study also showed that the primary factor influencing
decisions to buy branded clothing is pricing. Indian consumers are more drawn to ready-made
clothing, particularly from international labels, according to research by Pandian et al. (2012).
Men's purchasing decisions for branded shirts are influenced by various factors, including
price, durability, color selections, designs, celebrity endorsements, and physical
attractiveness.
Rajput et al. (2012) examined the variables influencing the purchase of designer clothing.
Because comfort, individuality, and prestige are now linked to quality, consumers'
perceptions of branded clothing are rapidly evolving. Because they are aware of and
cognizant of quality and comfort, customers are willing to pay any price for them.

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Together, these resources provide a basis for knowledge about consumer purchasing patterns,
the significance of branding, and other variables influencing young people's decisions about
wearing branded clothing. They contribute to the theoretical framework and offer useful
insights for carrying out this topic's actual investigation in the context of Guntur.

RESEARCH METHODOLOGY
Commonly speaking, research is the pursuit of knowledge. Another way to describe research
is as a methodical, scientific search for relevant data on a certain subject. Actually, research is
a kind of artistic scientific inquiry. Research is defined as "a careful investigation or inquiry
specially through search for new facts in any branch of knowledge" in the Advanced
Learner's Dictionary of Current English.1. Research is described as a “systematized effort to
gain new knowledge” by Redman and Mory.2. Research is viewed by some as a movement
that moves from the known to the unknown. In actuality, it's a journey of discovery.
We all have the essential curiosity instinct because, when faced with the unfamiliar, we all
wonder. Our curiosity leads us to investigate and gain a deeper and deeper grasp of the
unknown. This natural curiosity is the source of all knowledge, and the process by which
humans attempt to learn about the unknown is known as study. Since research is a scholarly
endeavor, the word should only be used in a technical meaning.
Clifford Woody states that conducting research entails defining and redefining problems,
formulating hypotheses or potential solutions, gathering, organizing, and analyzing data,
drawing conclusions and deducing implications, and finally carefully testing the conclusions
to see if they agree with the original hypothesis. "The manipulation of things, concepts, or
symbols to generalize to extend, correct, or verify knowledge, whether that knowledge aids in
construction of theory or in the practice of an art," is how D. Slesinger and M. Stephenson
define research in the Encyclopaedia of Social Sciences.
Therefore, research adds something new to the body of knowledge that already exists and
advances it. It is the pursuit of truth by investigation, testing, comparison, and observation.
Research is, in essence, the objective, methodical quest for knowledge in order to solve a
problem. Research also includes the methodical approach to theory creation and
generalization. Because of this, the term "research" refers to the methodical approach.

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Sampling technique:
Convenience sampling technique will be used for this study.
DATA COLLECTION:
Primary data:
This is the data which is collected fresh and for the first time and thus happen to be original
in character. I will be using the structured questioners.
Secondary data:
This is the data which have been collected already by someone else and which have already
been passed through the statistical process. I will collect it from the sources like internet,
published data etc.,
Population of the study:
The youth of Guntur will be included in the population. Target population:
The youth is the targeted population for the study.
SAMPLE SIZE:
Sample size calculation is concerned with how much data we require to make a correct
decision on particular research. If we have more data, then our decision will be more
accurate and there will be less error of the parameter estimate. This doesn't necessarily mean
that more is always best in sample size calculation. A statistician with expertise in sample
size calculation will need to apply statistical techniques and formulas in order to find the
correct sample size calculation accurately.
HYPOTHESIS TESTING:
Chi-square test will be used when the set of observed frequencies obtained after study have to
be supported by hypothesis or theory. The test is known as X2-test of goodness of fit and is
used to test if the deviation between observation(experiment) and theory may be attributed to
chance(fluctuations of sampling). X2 also enables us to explain whether or not two attributes
are associated or related to each other.
To test the goodness of fit:
The null and alternative hypothesis to be tested is as follows:
Null hypothesis:
There is no significance relation between age and brand preference.

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Alternative hypothesis:
There is no significance between age and brand preference.
Hypothesis 1.
H1: There is significance between the age and brand preference in casuals.
H0: There is no significance between the age and brand preference in casuals.

Chi-Square Test
Frequencies
AGE
Observed Expected
AGE
N N Residual
15-20 93 83.7 9.3
20-25 94 83.7 10.3
25-30 64 83.7 -19.7
Total 251

Which brand do you prefer more in casuals

Which brand do you prefer more in Observed Expected
casuals N N Residual
MUFFTI 25 50.2 -25.2
DIESEL 54 50.2 3.8
LEE 78 50.2 27.8
LEVIS 66 50.2 15.8
OTHERS 28 50.2 -22.2
Total 251

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Test Statistics
Which brand do you
AGE prefer more in casuals
Chi- 6.940a 43.124b
Square
Df 2 4
Asymp. .031 .000
Sig.
a. 0 cells (.0%) have expected frequencies
less than 5. The minimum expected cell
frequency is 83.7.
b. 0 cells (.0%) have expected frequencies
less than 5. The minimum expected cell
frequency is 50.2.

interpretation:
The above analysis shows the chi square test results that there is a significant difference
between the age and the preference of brand in casuals. As a result the obtained significant
value is >0.05. So rejecting the null hypothesis and accepting the alternative hypothesis.
Reason: This why because the age factor is one of the influencing factor which dominates the
decision making in preferring the brand.
Hypothesis 2.
H1: There is a significant difference between the Gender and the preference of brand in
casuals.
H0: There is no significant difference between the Gender and the preference of grand in
casuals.

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GENDER
GENDER Observed N Expected N Residual
MALE 152 125.5 26.5
FEMALE 99 125.5 -26.5
Total 251

Which brand do you prefer more in casuals

Which brand do you prefer more in casuals Observed N Expected N Residual
MUFFTI 25 50.2 -25.2
DIESEL 54 50.2 3.8
LEE 78 50.2 27.8
LEVIS 66 50.2 15.8
OTHERS 28 50.2 -22.2
Total 251

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Test Statistics
Which brand
do you prefer
more in
GENDER casuals
Chi-Square 11.191a 43.124b
df 1 4
Asymp. Sig. .001 .000
a. 0 cells (.0%) have expected frequencies
less than 5. The minimum expected cell
frequency is 125.5.
b. 0 cells (.0%) have expected frequencies
less than 5. The minimum expected cell
frequency is 50.2.

interpretation:
The above analysis shows the chi square test results that there is a significant difference
between the gender and the preference of brand in casuals. As a result the obtained significant
value is >0.05. So rejecting the null hypothesis and accepting the alternative hypothesis.
Reason: This is why because the gender is also another factor which can be considered
because depending upon the availability of the apparels in the particular brand can influence
the male and female to be more conscious towards a particular brand. With we can strongly
say that there is a significance between the gender and the preferring the brand. DATA
ANALYSIS.

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Table 1: Age wise distribution of customers

Age wise distribution of Valid Cumulative

customers Frequency Percent Percent Percent

15-20 93 37.1 37.1 37.1

20-25 94 37.5 37.5 74.5

25-30 64 25.5 25.5 100.0

Total 251 100.0 100.0

Interpretation: The above analysis shows about the Age group of the customers.
The graph clearly indicates that 93% of them fall into the range of 15-20 and the rest 94% of
them fall into 20-25, the rest 64% fall into the range of 25-30.which isout of 251 samples.

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Table 2 : Gender wise classification of customers

Gender wise classification of

customers Frequency Percent Valid Percent Cumulative Percent

MALE 152 60.6 60.6 60.6

FEMALE 99 39.4 39.4 100.0

Total 251 100.0 100.0

Interpretation: The above analysis shows about the Gender discrimination of the customers.
The graph clearly indicates that 152% of them are males and the rest 99% are females. This
indicates that male possess high buying behavior towardsbranded apparels out of 251
samples.

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Table 3: Occupation distribution of customers

Occupation distribution of Valid Cumulative

customers Frequency Percent Percent Percent

Valid STUDENT 109 43.4 43.4 43.4

EMPLOYEE 91 36.3 36.3 79.7

BUSINESS MAN 39 15.5 15.5 95.2

OTHERS 12 4.8 4.8 100.0

Total 251 100.0 100.0

Interpretation: The above analysis shows about the Occupation of the customers.
The graph clearly indicates that 109% of them are students and the rest 91% are
employees, 39% are businessmen and the rest 12% are others. This indicates that students
tend to
possess high buying behavior toward branded apparels out of 251 samples.

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Table 4: Education-wise distribution of customers

Education wise distribution of

customers Frequency Percent Valid Percent Cumulative Percent

10TH 25 10.0 10.0 10.0

INTER 54 21.5 21.5 31.5

B.TECH 78 31.1 31.1 62.5

PG 66 26.3 26.3 88.8

OTHERS 28 11.2 11.2 100.0

Total 251 100.0 100.0

Interpretation: The above analysis shows about the Education. The graph clearly indicates
that 25% of them are 10th class, 54% are Intermediate, 78% are B.tech graduates and 66%
are P.G, the rest 28% fall under others. The bar graph clearly shows the impact of the
education. I.e. the B.tech students are more conscious towards brand apparels which is taken
from the sample of 251.

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Table 5 : Customer brand preferences in casuals

Customer
brand
preferences in Valid
casuals Frequency Percent Percent Cumulative Percent

MUFFTI 25 10.0 10.0 10.0

DIESEL 54 21.5 21.5 31.5

LEE 78 31.1 31.1 62.5

LEVIS 66 26.3 26.3 88.8

OTHERS 28 11.2 11.2 100.0

Total 251 100.0 100.0

Interpretation: The above analysis shows about Which brand you prefer more in casuals. The
graph clearly indicates that 25% of them prefer Mufti, 54%prefer Diesel, 78% of them prefer
Lee and 66% of them prefer Levis, the rest 28% prefer other brands of sample size 251.
Table 6: Rank the below brands on the grounds of your familiarity with them

Rank the below brands on the

grounds of your familiarity with Valid Cumulative
them Frequency Percent Percent Percent

MUFFTI 23 9.2 9.2 9.2

DIESEL 51 20.3 20.3 29.5

LEE 76 30.3 30.3 59.8

LEVIS 73 29.1 29.1 88.8

PEPE 28 11.2 11.2 100.0

Total 251 100.0 100.0

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Interpretation: The above analysis shows Rank the below brands on the grounds of your
familiarity with them. The analysis indicate that only 23% ranked for Mufti,51% for
Diesel,76% for Lee and 73% for Levis and the rest 28% for Pepe.This shows that majority of
the respondents are familiar with Lee and Levis which is out of 251 samples.

Table 7: The discover of this [PRODUCT] was available for purchase

The discover of this [PRODUCT] was Valid Cumulative

available for purchase Frequency Percent Percent Percent

Advertising - TV, newspaper, magazine, 100 39.8 39.8 39.8

radio

Friends/Family/Someone told me about it 70 27.9 27.9 67.7

Saw it in the store/Browsing in store 27 10.8 10.8 78.5

Through the mail/mail catalog 34 13.5 13.5 92.0

Other 20 8.0 8.0 100.0

Total 251 100.0 100.0

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Interpretation: The above analysis shows How you first discovered this (Product) was
available for purchase. The bar graph indicates 100% through Advertising - TV, newspaper,
magazine, radio.70% through Friends/Family/Someone told me about it.27% through saw it
in the store/Browsing in store.34% through the mall/mail catalog. Rest 20% through other
sources which is taken through 251 sample.

Table 8: Rank the features that make you to choose branded apparels

Rank the features that make you to Valid Cumulative

choose branded apparels Frequency Percent Percent Percent

BRAND IMAGE 105 41.8 41.8 41.8

COMFORT 79 31.5 31.5 73.3

DESIGN 30 12.0 12.0 85.3

QUALITY 37 14.7 14.7 100.0

Total 251 100.0 100.0

Interpretation: The above analysis shows Rank the features that make you to choose
branded apparels. The graph shows 105% opted for Brand Image, 79% for comfort, 30% for
design, and 37% for quality out of 251 sample.

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Table 9:The time spend by you for shopping once in a year

The time spend by you for Valid Cumulative

shopping once in a year Frequency Percent Percent Percent

1-5 109 43.4 43.4 43.4

5-10 91 36.3 36.3 79.7

10-15 39 15.5 15.5 95.2

More than 15 12 4.8 4.8 100.0

Total 251 100.0 100.0

Interpretation: The above analysis shows How many times do you go for shopping once in
a year. The graph says 109% for 1-5 times, 91% for 5-10 times, 39% for 10-15 times and
12% for more than 15 out of 251 sample size.

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Table 10: The customer spend for this product

The customer spend for this

product Frequency Percent Valid Percent Cumulative Percent

1000-2000 25 10.0 10.0 10.0

2000-3000 54 21.5 21.5 31.5

3000-4000 78 31.1 31.1 62.5

4000-5000 66 26.3 26.3 88.8

Above 5000 28 11.2 11.2 100.0

Total 251 100.0 100.0

Interpretation: The above analysis shows How much the customer spend for this product.
The analysis shows 25% for 1000-2000, 54% for 2000-3000, 78% for 3000-4000, 66% for
4000-5000 and 28% for above 5000 which is taken from the sample of 251.

Table 11: From where do you prefer to buy apparels

From where do you prefer to buy Valid Cumulative

apparels Frequency Percent Percent Percent

Any traditional store 82 32.7 32.7 32.7

Branded outlet 127 50.6 50.6 83.3

Online 42 16.7 16.7 100.0

Total 251 100.0 100.0

Interpretation: The above analysis shows From where do you prefer to buy apparels. The
bar graph shows 82% of them prefer to buy them from any traditional store, 127% through
branded outlet, and 42% through online which is taken from the sample size of 251

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Table 12: The retail outlets will you switch if you don't find branded apparel in your
shopping time

The retail outlets will you switch if

you don't find branded apparel in Valid Cumulative
your shopping time Frequency Percent Percent Percent

2 109 43.4 43.4 43.4

3 91 36.3 36.3 79.7

4 39 15.5 15.5 95.2

More than 4 12 4.8 4.8 100.0

Total 251 100.0 100.0

Interpretation: The above analysis shows How many retail outlets will you switch if you
don’t find branded apparel in your shopping time. The graph shows 109% visit 2 outlets, 91%
visit 3 outlets, 39% visit 4 out lets and the rest 12% more than 4 out lets to find their
preferred brand
This is taken from the sample size of 251.

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Table 13:Number of hours spent inside retail stores while making this decision was
approximately

Number of hours spent inside retail

stores while making this decision was Valid Cumulative
approximately Frequency Percent Percent Percent

Less than 15 Mins 110 43.8 43.8 43.8

15-25 Mins 95 37.8 37.8 81.7

25 - 30 Mins 38 15.1 15.1 96.8

More than 30 Mins 8 3.2 3.2 100.0

Total 251 100.0 100.0

Interpretation: The above analysis shows The total number of hours spent inside retail
stores while making this decision was approximately. The graph shows 110% will spend Less
than 15 minutes, 95% spend 15-25 minutes, 38% will spend 25-30 and the rest 8% will
spend more than 30 minutes out of 251 sample.

Table 14 :Name the Brand that you think has the "Top of Mind Recall"

Name the Brand that you think Valid

has the "Top of Mind Recall" Frequency Percent Percent Cumulative Percent

Mufti 51 20.3 20.3 20.3

Diesel 53 21.1 21.1 41.4

Lee 67 26.7 26.7 68.1

Levis 55 21.9 21.9 90.0

Pepe 25 10.0 10.0 100.0

Total 251 100.0 100.0

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Research paper © 2012 IJFANS. All Rights Reserved, UGC CARE Listed (Group -I) Journal Volume 8, Issue 2, 2019

Interpretation: The above analysis shows Name the brand that you think has the “Top of
Mind Recall”.51% recall Mufti, 53% recall Diesel, 67% recall Lee and 55% recall Levis and
rest 25% recall Pepe which is taken from the sample of 251.
Table 15 :The source of information you think keeps a brand on top of Mind
Recall

The source of information you think Valid Cumulative

keeps a brand on top of Mind Recall Frequency Percent Percent Percent

TV Commercials 58 23.1 23.1 23.1

Paper Ads 75 29.9 29.9 53.0

FM 24 9.6 9.6 62.5

Out Door Hoardings 72 28.7 28.7 91.2

WOM 22 8.8 8.8 100.0

Total 251 100.0 100.0

Interpretation: The above analysis shows Which source of information you think keeps a
brand top of mind recall. According to the analysis 58% recall through TV commercials, 75%
through paper ads, 24% of them recall through FM, 72% through-out door handling and 22%
through WOM from the sample of 251.

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Table 16 : Customer Loyalty towards a Brand

Customer Loyalty towards a Brand Frequency Percent Valid Percent Cumulative Percent

Always Loyal 109 43.4 43.4 43.4

Some Times Loyal 91 36.3 36.3 79.7

Cannot say 39 15.5 15.5 95.2

Never Loyal 12 4.8 4.8 100.0

Total 251 100.0 100.0

Interpretation: The above analysis shows Do you prefer to be loyal to a single brand. The
analysis shows 109% will always be loyal, 91% sometimes be loyal, 39% of them opted for
can’t say and the rest 12% are never loyal as per the sample size of 251.
Table : 17 Rate your satisfaction level in using branded apparels

Rate your satisfaction level in using Valid Cumulative

branded apparels Frequency Percent Percent Percent

Very much satisfied 79 31.5 31.5 31.5

Satisfied 45 17.9 17.9 49.4

Cannot say 22 8.8 8.8 58.2

Dissatisfied 54 21.5 21.5 79.7

Very Much Dissatisfied 51 20.3 20.3 100.0

Total 251 100.0 100.0

Interpretation: The above analysis shows Rate you satisfaction level in using branded
apparels. According to the analysis 79% opted for very much satisfied, 45% are satisfied,
22% cannot say, and 54% expressed their dissatisfaction, the rest 51% are very dissatisfied
with the branded apparels out of the sample 251.

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RECOMMENDATIONS:
After studying the buying behavior of the youth of Guntur regarding the branded apparels,
what we recommend to the apparels manufacturing as well as marketing companies is that:
In Guntur youth is aware about the National & International brands but some of the brands
are not available in Guntur so companies should expand their distribution networks.
Consumer of the Indian market are very price precious due to very high prices of some
international brands so companies is not able to afford that particular brands so companies
should make some of the stuffs of apparels available at the affordable prices.
Most of the youth make the decision of buying the apparels when their favorite celebrity is
using & wearing that particular brands like john player is promoted by Hritik Roshan. So
companies should promote their brands by endorsing the celebrity whose personality is
matching with the brands.

CONCLUSION:
The research has shown the customer buying behavior regarding branded apparels. Since the
customer buying behavior is the important factor to forecast the sales of any product in
particular area. So the retailers should keep close eye on the market situation, with new
players entering the youth segment and heating up the market old players are pepping up their
merchandise, and providing attractive offers & services to charm the customer based on the
analysis & interpretation.
There is high potential for youth apparel in Guntur both in terms of branding& specialty
retail. However their success depends on the extent of their product differentiation and
retailer experience.
Brand apparel is in its nascent stage in Guntur.

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