Brand Loyalty and Consumer Preferences: A Comparative Analysis of Indian Millennials and Generation Z Towards Nike and Adidas Sportswear Brands

Abstract

Sportswear businesses have become important actors in the fashion industry's ever-changing landscape, making statements about fashion as well as athletic prowess. Of these, Nike and Adidas are particularly notable as global giants that draw in customers from all over the world. The purpose of this dissertation is to examine the complex relationships between brand loyalty and consumer preferences for these two well-known athletic brands Nike and Adidas—among Indian Millennials and Generation Z. India offers an intriguing case study for comprehending consumer behavior and brand loyalty because of its growing youth population. The nation's Millennials and Generation Z, distinguished by their technological proficiency, dynamic lifestyles, and developing fashion sense, present a wealth of information regarding brand involvement and allegiance.