An Investigation of Young Indian Consumer's Perceptions on Foreign Branded Apparels

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

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.