Consumer Buying Behaviour towards Branded Readymade Apparels in Himachal Pradesh

Abstract

Clothing is as essential to a person as food and shelter. The textile industry is India's second largest industry. Customers are paying close attention to clothing, which has become a tool for people to express their individuality. To be effective in today's competitive industry, it is essential to comprehend what buyers desire and want. This study aims to determine how buyers purchase branded apparel and which variables influence their purchases in Himachal Pradesh, India. Due to the novelty of branded clothing and retail establishments in this region, the study focuses on the people of Himachal Pradesh. This paper also determines how much customers know about available brands. According to the literature presented, consumers in Himachal Pradesh have extensive knowledge of international brands. The majority of their knowledge comes from family and friends. The consumer's personal motives and views determine their purchasing behaviour. Status symbols and advertising were determined to be unimportant; however, quality, designs, novelty, convenience, and brand image were.