A Survey on Consumer Preference Towards Branded Apparel Products with Reference to Fashion-Conscious Consumers

Abstract

The apparel industry has experienced substantial growth due to increasing fashion awareness, changing consumer lifestyles, and greater exposure to fashion trends through digital platforms. Branded apparel products have become increasingly popular among consumers because of their perceived quality, style, prestige, and durability. The present study aims to examine consumer preferences toward branded apparel products among fashion-conscious consumers and identify the factors influencing their purchase decisions. The study adopted a descriptive research design and utilized primary data collected through a structured questionnaire. A total of 41 respondents participated in the survey. Data were analyzed using simple percentage analysis and presented through tables and graphical representations. The findings reveal that quality, comfort, style, brand reputation, social media influence, and promotional activities significantly affect consumer purchasing behavior. The study further indicates that branded apparel contributes to consumers' self-confidence and social status. Although price remains an important consideration, consumers often prioritize quality and brand image when making purchase decisions. The study concludes that apparel brands must focus on maintaining product quality, introducing fashionable designs, strengthening digital marketing strategies, and enhancing customer satisfaction to sustain consumer loyalty and market competitiveness.

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DOI & Citation