Published Paper Details:

Apparels are the basic essentials of human just like food and shelter. The textile industry of India is the second largest industry. Apparels have become a symbol of great personality and it is gaining a lot of customer�s attention. In today�s competitive market a thorough understanding of consumers needs and wants helps in acquiring a successful place in the market. The purpose of this study is to understand the consumer buying behavior towards branded apparels and to understand the factors affecting the purchase decision. The study is based on the consumers of Nainital District as branded apparels and there retail outlets are a new concept in this district and we have also tried to analyze the awareness of the consumers regarding the available brands. For the research we have chosen only multinational branded apparels. A questionnaire was prepared to conduct the survey and collect the primary data. It was found in the study that the consumers of Nainital District are fairly aware about the multinational brands. The most prominent source of information was friends and family. Consumers have their specific motive and attitude backing their purchase. It was revealed that quality, designs, uniqueness, convenience, brand image were some prominent factors affecting the purchase whereas factors like status symbol and advertisement were found to be irrelevant .