Volume : 5, Issue : 8, August - 2016

CONSUMER BEHAVIOUR TOWARDS THE BRANDED APPARELS IN THANJAVUR

K. Nalini, Dr. J. J. Jeya Kumari

Abstract :

<p>&nbsp;In the present world, consumer&rsquo;s purchase behaviour is differentiated among consumers, and is based on their personal cultural, social and environmental factors. Branding plays an important role in the creation of demand and its retention consumer behaviour attitude is a field of study which focuses consumer activities. Nowadays researches and practitioners have focused on consumption analysis why and how people consume in addition to why and how they buy. Consumer behaviour is an emerging field which attempts to understand and predict human actions with regard to purchase decisions. It mainly describes how individuals decide to spend their resources (time, money, effort) on consumption related items, consumer behaviour is equivalent to marketing, items marketing involves sizing up consumer behaviour and responding to it appropriately through strategy . In this context consumer behaviour and and preference of apparel is undertaken as a study for research.</p>