Consumer behaviour & online marketing strategies of fashion brands

Consumer Buying Behaviour towards Branded Readymade Apparels in Himachal Pradesh

“…People in Himachal Pradesh link a product's brand with its quality, design, and style. People anticipate branded things to provide them with recognition, satisfaction, and monetary worth (Miglani, 2022) [6]. Researchers have discovered a correlation between a consumer's income and their level of satisfaction after making a purchase.…”

“…Quality is the most significant part of a solid brand and a quality item conveys unrivalled performance in the apparel market. The quality factor has overwhelming reactions from the purchasers and has gotten the top position with the most noteworthy (Miglani, 2022) [6]. The accessibility of good types and designs under a particular brand name has an immediate bearing on brand quality.…”

Effect of Demographic Variable on Consumer Buying Behaviour of Branded Apparels In Himachal Pradesh

“…People in Himachal Pradesh link a product's brand with its quality, design, and style. People anticipate branded things to provide them with recognition, satisfaction, and monetary worth (Miglani, 2022). Researchers have discovered a correlation between a consumer's income and their level of satisfaction after making a purchase.…”

“…Quality is the most significant part of a solid brand and a quality item conveys unrivalled performance in the apparel market. The quality factor has overwhelming reactions from the purchasers and has gotten the top position with the most noteworthy (Miglani, 2022). The accessibility of good types and designs under a particular brand name has an immediate bearing on brand quality.…”

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“…En este sector, además de los inconvenientes generales inherentes al e-Commerce, hay que añadir también aspectos propios como, por ejemplo, la naturaleza visual y emocional de los productos, la subjetividad personal en las tomas de decisiones, la variabilidad de las tallas y ajustes, los ciclos y tendencias en este Retos,14(27),101-114 ISSN impreso: 1390-6291; ISSN electrónico: 1390-8618 103 ámbito, los valores percibidos (exclusividad, calidad, identidad o reputación de la marca, etc. ), los procesos de devolución de algunas prendas o estrategias de marketing usadas especialmente en este campo como los influencers o las pruebas virtuales y de realidad aumentada para que los consumidores puedan visualizar cómo se verían con esos productos (Escobar-Rodríguez y Bonsón-Fernández, 2017;Guercini et al, 2018;Miglani-Neha, 2022). De aquí, la necesidad de contrastar estas tres variables de gran relevancia en las compras online.…”