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South Asian Journal of Marketing & Management Research
Year : 2012, Volume : 2, Issue : 9
First page : ( 198) Last page : ( 205)
Print ISSN : 2249-877X. Online ISSN : 0000-0000.

A study on consumer perception towards branded men’s garments in hosur, Krishnagiri district, Tamilnadu

Mr. Ahamed S. Syed*, Dr. Ravi A.**

*Assistant Professor, Department of Management Studies, Er.Perumal Manimekalai College of Engineering, Anna University, Hosur, Chennai, India

**Professor & Head, Department of Management Studies, Er.Perumal Manimekalai College of Engineering, Anna University, Hosur, Chennai, India

Online published on 24 September, 2012.

Abstract

A successful brand is the most valuable resource a company has. Brands are used as a external cues to taste, design, prestige, value, fashion, lifestyle, etc. today’s brands are more visible than those in the past. There are everywhere on the TV, hording, posters and print media. Brands are widely recognized as corporate assets but have been historically evaluated based on non financial attributes like awareness, recognition, and perceived values. India`s Garment Industry is a well-organized enterprise and is among the best in the World. Recent days the youth are giving more importance to showcase them in stylish, fashionable, and smart. The study examines the determinants of Consumer Perception and their impact on purchase intentions towards Branded Men` Garments. The results reveal that Socio-Cultural and Personality related factors induce the purchase intention among the consumers. The study would be very useful for all the Garments manufacturers to understand the Perception level and Expectations of consumers.

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Keywords

Brand, Perception, Garments, Consumer.

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