The study is based on analyzing young Indian’s perceptions on foreign branded apparels and analysis of Indian youth customer’s behavior. The investigation primarily aimed at analyzing young Indian customer’s behavior and exploring the relation between them with foreign branded apparels. It also included the theoretical study of Brands & Brand Management and the key drivers that has a likely impact on customer’s behaviors, which used Indian young customers as target participants for the study. The study finalizes that fact that brands have significant impact of customer’s behavior by outlining the key drivers that would enable gradual sales for organizations, by presenting various theories, models, and methodologies to arrive at a conclusion.
In the theoretical part of the study, the researches makes a prompt attempt to explore the relationship between consumer behaviors and brands considering the influential factors acting upon the mindsets of the customer’s. The consumer’s decision-making abilities and process are subjected with brands elements and factors that would build effective global brands to fulfill the objectives of the study and arrive at conclusion.
Findings from theoretical and practical analysis determines that the global brands managers should realize that building brands on target customer bases and their perceptions would contribute to the growth of their businesses. The study also outlines that fact that, young generations are more attracted towards the brands rather than the products they purchase.
The study also confirms that, consumer behaviors are subjected to brand perceptions and among the targeted Indian young Indian customers; brands play a significant role in facilitating the purchase decision. These facts are the empirical evidences provided by 102 participants of the survey and 38 industry and retail experts who took place in interviews conducted by the researcher.
Finally, the study outlines recommendations for the readers and brand marketers stating; brands are the intangible building tools of organization and global firms operating in India should consider the young generations as their major source of customer bases and design their strategies that would cater all the young customers irrespective of locations in India.
Table of Contents
1. INTRODUCTION
2. LITERATURE REVIEW
2.1CUSTOMER BEHAVIOR
2.2. THEORIES OF BUYER BEHAVIOR
2.3. FACTORS THAT INFLUENCE ON CUSTOMER BEHAVIOR
2.4. BRAND AND BRAND MANAGEMENT
2.5. BRAND IDENTITY
2.6. BRAND DIFFERENTIATION.
2.7. BRANDING MODELS
2.7.1. BRAND POSITIONING
2.7.2. BRAND RESONANCE
2.7.3. BRAND VALUE CHAIN
2.8. CUSTOMER MINDSETS
2.9. ADVERTISING BRANDS
2.9.1. THE AIDA MODEL OF ADVERTISING
2.9.2. LAVIDGE AND STEINER MODEL
2.10. BACKGROUND-THE INDIAN SCENARIO
2.11. INTERNATIONAL BRANDS IN INDIA AND THEIR ENTRIES
3. METHODOLOGY
3.1. RESEARCH DESIGN
3.2. RESEARCH APPROACH
3.3. QUANTITATIVE APPROACH
3.4. QUALITATIVE RESEARCH
3.5. DATA COLLECTION
3.6. PRIMARY DATA
3.6.1. SURVEY
3.6.2. INTERVIEWS
3.7. SECONDARY DATA
3.8. SAMPLING
4. FINDINGS AND ANALYSIS
4.1. DEMOGRAPHIC STATUS
4.2. AGE DISTRIBUTION
4.3. RELATIONSHIP STATUS
4.4. EMPLOYEMENT STATUS
4.5. CUSTOMER BRAND KNOWLEDGE
4.6. CUSTOMERS TEXTILE PREFERENCE
4.7. CUSTOMERS FOREIGN TEXTILE PREFERENCE
4.8. BUYING FREQUENCY OF CUSTOMERS
4.9. PLACE
4.10. TIME MANAGEMENT
4.11. RELATIVE PURCHASING FREQUENCY
4.12. BRAND CHARACTERISTICS
4.13. BUYER SATISFACTION LEVELS
4.14. FOREIGN APPARELS PURCHASING INTENSITY
4.15. IMPACT OF SOCIAL MEDIA ON BRANDS
4.16. CUSTOMERS EXPECTATIONS
4.17. CUSTOMER FEEDBACK FORUM
4.18. INTERVIEW ANALYSIS
4.19. DEMOGRAPHICS
5. DISCUSSIONS
5.1. DEMOGRAPHICS-WHO SHOPS MORE
5.2. BRANDING-WHAT THEY PREFER
5.3. PLACE-WHERE THEY PREFER TO BUY BRANDS
5.4. BRANDING-WHY DO THEY BUY
5.5. IMPACT OF SOCIAL MEDIA ON BRANDS
5.6. EXPECTATIONS-WHAT THEY EXPECT FROM BRANDS
6. CONCLUSIONS
6.1. TARGET SEGMENTS
6.2. BRAND LOYALTY IS AN ATTITUDE
6.3. THE NEED FOR CUSTOMIZATION AND INNOVATION
6.4. ACCESS TO EVERYONE TO EVERYTHING
6.5. VIRTUALLY REPRESENTING BRANDS
7. LIMITATIONS
7.1. RECOMMENDATIONS
8. REFLECTION
8.1. THE LEARNING PROCESS
8.2. THE CONCRETE EXPERIENCE
8.3. OBSERVATION & REFLECTION
8.4. CONCEPT FORMATION
8.5. TESTING IMPLICATIONS IN NEW SITUATIONS
9. BIBLIOGRAPHY
10. ANNEXURE
Research Objectives and Themes
This study aims to investigate the perceptions of young Indian customers regarding foreign branded apparel, analyzing the underlying drivers of their consumer behavior and the influence of global brands on their purchasing decisions.
- Analysis of consumer behavior theories and brand management methodologies.
- Investigation of factors influencing young Indian customers' purchase choices.
- Exploration of the relationship between global brands and customer mindsets.
- Evaluation of the role of social media and advertising in shaping brand perceptions.
- Assessment of the importance of product quality, fitting, and brand availability in the Indian market.
Excerpt from the Book
1. Introduction
“In an age of hyper-competition, commoditization, globalization and rapid technological obsolescence, marketers are struggling to find new conceptual bases… There are two answers to the marketing challenge facing today’s companies. One is to know your customers better and get close to them. The other is to differentiate your offering through branding work so that the offering stands out as relevant and superior in value to a clear target market… Branding is much more than attaching a name to an offering. Branding is about making a certain promise to customers about delivering a fulfilling experience and level of performance” (Kotter 2005).
In this study, I would like to investigate the perceptions of Indian customers on foreign branded textiles. The focus of the study is to determine the behavior of young Indian customers and their perceptions on foreign apparels. The study also helps in determining the key factors] that are taken into consideration when they make purchasing decisions of foreign apparels using survey analysis and research methodologies. More attention given to brand and the factors associated with them that trigger the purchase behavior of customers. The outcomes analyzed in relation with the literature review and previous academic works by authors to arrive at the conclusion of the research.
Summary of Chapters
1. INTRODUCTION: Presents the background, research challenge, and the aim to understand Indian customer perceptions of foreign branded textiles.
2. LITERATURE REVIEW: Explores theoretical frameworks covering customer behavior, brand management, branding models (e.g., AIDA, Brand Resonance), and the Indian retail market scenario.
3. METHODOLOGY: Details the research design, specifically the deductive, qualitative approach, and the data collection methods including surveys and interviews.
4. FINDINGS AND ANALYSIS: Presents the gathered empirical data regarding demographics, brand knowledge, purchasing frequency, and satisfaction levels of Indian consumers.
5. DISCUSSIONS: Links the practical research findings with existing theories to explain why young Indian consumers prefer specific brands and how external factors influence their behavior.
6. CONCLUSIONS: Summarizes the key findings, confirming that branding is an iterative, essential process and providing strategic recommendations for global firms in India.
7. LIMITATIONS: Acknowledges constraints such as sample size and geographical focus while suggesting areas for future research.
8. REFLECTION: Offers personal insights from the researcher on the learning process and the development of research skills throughout the study.
Keywords
Consumer behavior, Young Indian customers, Foreign branded apparel, Brand management, Brand identity, Brand resonance, Marketing strategy, Retail market, Customer perception, Brand loyalty, Purchasing decisions, Indian apparel industry, Global brands, Brand drivers, Demographic analysis
Frequently Asked Questions
What is the core focus of this research?
The research investigates the perceptions of young Indian customers regarding foreign branded textiles and explores how these perceptions impact their purchasing behavior.
What are the primary themes of the study?
Key themes include consumer behavior theories, brand building models, the influence of globalization on the Indian retail market, and the demographic characteristics of young Indian shoppers.
What is the main objective of the dissertation?
The primary goal is to understand why there is a high demand for foreign brands among the Indian youth and to identify what characteristics make these brands successful in the local market.
Which scientific methodology is employed?
The study utilizes a deductive, qualitative research approach, incorporating both primary data collection through surveys and interviews, and secondary data from academic literature.
What is covered in the main body of the work?
The main body covers a thorough literature review, a detailed methodology section, an analysis of findings from 102 survey participants and 38 industry experts, and a discussion on key drivers of purchase decisions.
What are the characterizing keywords of this study?
Core keywords include consumer behavior, foreign branded apparel, brand management, Indian retail market, brand loyalty, and customer perception.
How do social media and internet platforms impact foreign brand sales in India?
The study finds that while social media is a growing platform, many customers remain cautious or lack trust in online purchases, preferring instead to shop at physical malls and retail outlets.
What did the interview analysis with industry experts reveal?
The interviews highlighted the challenge for retailers in differentiating multiple brands under one roof and confirmed that brand reputation is a primary motivator for customer choice.
- Arbeit zitieren
- MBA Murali Guruswamy (Autor:in), 2014, An Investigation of Young Indian Consumer's Perceptions on Foreign Branded Apparels, München, GRIN Verlag, https://www.hausarbeiten.de/document/271075
