A study on Consumer Preference Towards Branded Mens Shirts and Trousers in Coimbatore City

Abstract

India is witnessing change in the life styles of a large section of the population. The need to understand the emerging markets and consumers has become a big challenge/or the corporate world especially in creating and managing a powerful brand. Due to the globalization process, Indians are getting attracted to readymade dresses, particularly of Multinational brands. Buying behavior of men on branded shirts is changing. A number of people visit the showroom with a brand in mind because the quality and comfort of that brand are suitable for them. It becomes important for the marketers to understand these relationships for the successful design and execution of branding strategies. The present study investigates consumer preference towards branded shirts and trousers to ascertain the brand of shirt most preferred by the respondents in Coimbatore city. The study also examines the awareness of branded shirts trousers of the customers. The over all level of satisfaction of the consumers has been examined using a few tests. Based on the test result some of the relevant findings were derived that will be useful to find out the opinion and satisfaction level of men towards branded shirts and trousers. The manufactures can come out with suitable strategies to overcome the problems.