INTRODUCTION

Clothing is a necessary good to all human beings . Human being can

not live without the protection from clothes . Nowadays , in addition to
the basic functions , clothings can also serve as a fashion item . Brand is
a powerful tool to attract more consumers to buy particular products.
Brands simplify recognition and selection; they facilitate split-second
purchase decisions at point-of-purchase. Brand is a name in every
consumers mind and it is characterized by a noticeable name or symbol
which can differentiate the goods from the rival . In financial terms a
brand represents the pact between a consumer and a supplier . From
consumers point of view , Brand is a guarantor of liability and quality in
consumer . Consumers would like to buy and use Brand name products in
much higher prices .
The fundamental theorem states that consumers’ choice depends
mainly on income and price of commodities . It states that demand for
any commodity varies inversely with the price of commodity and directly
with the level of income . But in reality, there are many commodities for
which demand varies directly with price and consumers’ choice depends
mainly on taste and preference .Brand apparels one such commodity for
which demand depends mainly on taste , preference , quality ,
comfortability and consumers are willing to buy brand apparels even at
higher prices .
Consumers behaviour is defined as the behaviour that consumers
display in searching for , purchasing, , using , evaluating and disposing of
products and services that they expect will satisfy there needs . Consumer
behaviour involves study of how people buy , what they buy , when they
buy , and why the buy .
Consumers buying behaviour is influenced by three major factors :
1. Social Factors
2. Psychological Factors
3. Personal Factors

Branding is the process of creating an image of the product or a line

of products that engages and enthrals the hearts and minds of the
consumers . Indian consumer markets are changing fast , with rapid
growth in disposable income , the development of modern urban
lifestyles and the emergence of the kind of trend –conscious consumers
that India has not seen in the past . Apparel and fashion industry in its
growth stage . Several brands , under the influence of globalization and
concerted efforts from media advertising , have become popular not only
in their country of origin , but also in other markets with high potential .
More and more budget is allocated to these activities in order to the lure
the consumers. Thus apparel branding helps to increase the market value
of the products which leads to a high GDP . The financial risk being high
consumers do switch from one brand to another brand due to sales
promotion offers and personal comfort zone .

Indian retail market is the fifth largest retail destination. Retail industry is
the largest segment in India , employing about 8% of the workforce and
contributing more than 10% of the country’s GDP . During the past
decade, retail industries have built up strong life-style brands positioning
positioning themselves to catter to the tastes and preferences of their
consumers and utilizing the increasing income of the end users. With the
economy recovering faster than anticipated , there is a drastic change in
the consumers spending pattern .
Apparel is India’s Second largest retail category (behind food and
grocery) representing 10% of the retail market . This rapid growth is
supported by the burgeoning Indian middle class. With rise in the
disposable incomes of the class of consumers there has been a rise in their
aspirations . Other factors that supporting these brisk growth include :
1. more apparel focused shopping malls .
2. Booming service sector- bringing in a new consumer class with a
greater exposure to overseas market .
3. continued penetration of credit card .
4. organized apparel retailing in tier 2 and tier 3 cities .
5. the opportunity of ready to wear clothing and western fashion for
women .
The value of the apparel market in India is estimated at around Rs. 20,000
crore . The branded apparel market’s size is Rs. 5000 crore which is a
quarter of the total share . The apparel market in Indiia can be categorised
into international brand and national brand . The top apparel brands in
India are Madura Garments , Arvind Mills , Provogue , Zodiac , Levis ,
Arrow , Lee , Nike , Park Avenue , Polo ,Adidas etc . Apart from these
brands India over the years has given birth to some of the finest designers
who have become famous brands not only in the country but in the
world . The introduction of a number of designers in the fashion industry
has given a further boost to the Indian fashion industry . India’s apparel
market is highly fragmented . Customers tend to be loyal to a specific
retailer – Shopper’s Stop , Pantaloon , Westside . This has led to a
thriving private label apparel market for ready- to- wear clothes and more
competition .
Apparel shopping in Kolkata has undergone phenomenal change with
the advent of modern day shopping malls in the city . The city of joy, as
its popular known is undergoing a renaissance . Kolkata has become a
high priority destination for domestic and international apparel retailers ,
attracted by its large population and rising mean disposable income .
‘shop till the Drop’ is the mantra of the new generation and fortunately
the Kolkata malls have enough to gratify any sort of customers .
Shopping malls exhibit variety of international and national branded
apparels under a single roof . In such a scenario , it is very essential to
study how consumers make their choices in Apparel & Fashion category
where there are several brands in the consideration set of a consumer .