Branded Versus Non Branded Clothes: Preference of TWA Senior High School Students S.

2017-2018

Related Literatures

According to Fernandez, P (2009), brand conscious is the right choice of clothing, which helps

them to create an image and identity for themselves. Peer influence plays a crucial role in their

choice of brands as it aids in their socialization process. In addition, advertising is an important

variable in conferring brand values and establishing an image for the brand.

According to Khare, A (2010), in developing countries, consumer are becoming conscious of

fashion brand. It is directed toward understanding the determinants of fashion clothing. In the

youth of Indian college that to understanding the importance of fashion apparels in their lives.

According to Verma, AP and Tiwari, K (2010), covered the medium to high potential consumers

that international and national brands can target in the context. It measures the segment values of

some brands those have achieve success in the market. People are becoming mere brand

conscious with the increased in income level. Brands and individuals would do well to

understand the fiber aspect of the scenario, and venture out to capitalized on the opportunity

According to Mital, P and Agarwal, S (2012). One can understand that the consumer and his

behavior is the corner stone of success in marketing. It includes all the physical, mental and

emotional process and concerned behavior which are observable before, during and after every

purchase of goods and services.

According to Vaani, A (2010), a well-known brand is generally regarded as one that people will

recognize often even if they do not know about the company or its product/services. These are

usually the businesses name or the name of a product, although it can also include the name of a
feature or style of a product. The overall branding of a company or product can also stretch to a

logo, symbol or even design feature that identify the company or its product or services.

According to Aaker (1991), a brand is a distinguishing name and or symbol which intended to

identify the goods, services of either one seller or group of sellers and to differentiate those

goods or services from those competitors.

According to Styles and Ambler (1995), defines brand as the promise of the bondless of

attributes that someone buys which provide satisfaction and attributes that make up a brand. It

seems that brand describe personality of the users with particular lifestyle.

According to Murphy (1999), brand not only as the actual product but also the unique property

of a specific owner. It has been developed over time as a set of values and attributes which

significantly differentiate products of similar appearance. Clothing is to form an integral part in

the enactment of social encounters and also seen as a very important channel of non-verbal

communication. Clothing is a code, which allows messages to create an understanding,

selectively. It also defines that opinions of brand users have difference for identical brands

within a product category.

According to Kamineni and O’cass (2000), local brands are perceived as more “down to earth”

than an international brand, which means that local brand offer a more basic/ no trills brands

proposition. It is also linked more to local traditions and local cultures than international brands

are. It provides a unique relationship with consumers that take years to develop.

According to Rajput, N and Kesharwani, (2012), this article defines that the modern era provides

high quality materials and lot of variety in Indian garment market to satisfy the die sine of

customers. The customers are utilizing the opportunity too. The result confirm that Indian people
have become highly brand conscious presently. Hence, brand image is not a significant factor in

choosing the product of brand to buy. There are often aspects like, quality, comfort, expectations

and demographic characteristics are also influence to the purchasing decision that dominate the

purchase of males and females. The gender differences do exist with respect to build attitude

towards fashionable apparels and brands.

Related Studies

According to Kaushal Bhatt, and Kinjal Bhatt, 2012, the study suggested branded clothes

manufacturers should focus on providing more variety to customers both in terms of design and

styles as well as colors and also helped them to know and appreciate what appreciate what

customers are looking for in branded apparels as they face tough competition from the unbranded

apparels industry which has a strong hold in the Indian clothes market and are not perceived by

customers to be much lesser than branded clothes on various attributes.

Based on Rajput’s (2012) study, a clear understanding of preference of customers will help the

marketer to attract and maintain their target consumer group in better way. Price, fitting, income

level of consumers are significant factors and some factors which are found to be insignificant

are status, durability, and celebrity endorsement, can be ignored by the apparel retailers in their

efforts to tap and capture the market.

Most of the people have shown their consent that they usually wear or neutral regarding the

wearing of branded clothes to impress people 65% people are saying that they usually prefer or

the neutral towards the price of branded clothes i.e high price is not an issue for them. Most of

the people show their consent that they wear branded clothes to look attractive. It can be revealed
that people wear branded clothes is not a big issue for people. People prefer branded clothes over

non-branded regardless of high price.

Feinberg, Mataro and Burroughs (2013), found that there are 3 reasons why clothing is important

to research. First, clothing is used in daily activity. Second, clothes constitute a frequent public

display and lastly, clothing choice is an easily manipulated symbol. Generally, clothing is

frequently seen and diverse in nature. What you choose to wear may communicate a complex

array of information about who you are to others around you, even when you may or may not be

trying to communicate with them.

According to Howlett, Pine. Orakeioglu and Fletcher (2013), clothing is considered a nonverbal

source of communication in itself, which makes it an important aspect for communication

analysis. It provides a plethora of information about a wearer without having to meet or talk to

that person making it a very impressionable tool.

As for Jenni Romaneiuk’s study (2013), the results showed a positive relationship, where those

with a higher buying frequency and a higher share of category requirements are more likely to

give brand associations. He findings also showed that share of category requirements was a

greater driver of brand association responses than buying frequency consumer behavior which

was earlier termed as “overt behavior” is a continuous consumption process related to pre-

purchase, and purchase and post purchase issues.

According to Erwin (2012), give a feeling of self-confidence and a sense of well-being, freeing

our mind for the enjoyment of friends and intellectual pursuits. In addition, clothing has been

used to show status, sex, self-expression and cultural difference.

According to Fionda and Moore (2010), luxury fashion brand should adopt a coherent approach

in order to succeed.

Stankeviciute and Hoffman (2010), suggest that luxury fashion brand can collaborate with non-

luxury brands to develop an extended co-brand. This extension can achieve a positive impact on

themselves if the co-brand possesses the luxury fashion features, and the non-luxury brand have

good reputation.

According to Nobbs et al (2012), the luxury fashion flagships stores scale and size and practice

are more than sufficient compare to its functional requirements. And the luxury fashion flagships

store treasure exclusivity and uniqueness most and health attract customer’s visit.