Published Paper Details:

This study examines the cultural dimensions of consumer behavior in the apparel sector of Andhra Pradesh, India, with a particular emphasis on brand engagement and clothing preferences. Drawing on a structured bilingual survey and supported by statistical techniques such as Principal Component Analysis (PCA), regression modeling, and cluster analysis, the research identifies key drivers influencing purchase decisions--namely cultural symbolism, fabric comfort, emotional resonance, and generational identity. Findings indicate that ethnic wear retains strong cultural and emotional relevance, particularly among female and older demographics, while younger consumers exhibit a hybridized approach, integrating traditional attire with global fashion influences. Brands such as Fabindia and Ramraj are perceived as cultural custodians, offering more than products--they convey heritage, identity, and continuity. Simultaneously, emerging private labels are gaining consumer trust by blending affordability with culturally adaptive design. The study positions branding not merely as a commercial tool but as a mechanism of cultural expression and identity formation. By integrating empirical rigor with cultural insight, it contributes to a deeper understanding of how apparel branding in India functions as a dynamic interface between tradition, aspiration, and market behavior.