COMSUMER BUYING BEHAVIOUR TOWARDS BRANDED MEN'S SHIRTS

The life style patterns in India are witnessing a sea change. Younger generation, higher income, liberal spending pattern combined with opening up of markets has increased the demand for branded products. Branding is one of the most effective competitive tools and it is a challenging task for the marketer to nurture a brand into a strong, profitable brand. By developing a powerful brand, companies can establish 'brand equity' and the equity assists firms in a variety of ways to manage competition and to maintain market share. For every marketer instinctively his or her brand is valuable. Brand value is represented by the premium price a company gets at the time of transfer of ownership. A number of people visit showrooms with a brand in mind because the quality and comfort the brand offers them. This study tries to assess this buying behaviour of men with respect to the purchase branded shirts in single brand showrooms or multi brarded shops.