Demystifying Buying Behaviour of Indian Consumer: Comparative Brand Preference Analysis

The present study aims to determine factors affecting Indian consumers' purchase intentions toward an existing local clothing brand and a foreign clothing brand available in the Indian market. Clothing, a vehicle through which people express their unique personalities and views, is an Important product category that illustrates the relationship among individuals' self, their interests, and their behaviour in consumption. Based on the results of this study, implications will be drawn for both foreign and Indian retailers. Consumers in emerging countries are increasingly presented with brands imported from western or developed countries. In this competitive environment, retailers must understand how and why consumers in emerging countries make their choice between foreign brands and local brands.