| Author's Name: |
Sarina Asif & Prof. (Dr.) Tanuja Kaushik |
| Subject Area: |
Social Science and Humanities |
| Subject |
Business Management |
| Section |
Research Paper |
Keyword:
Apparel, Brands, Consumer Buying Behavior, Promotional offers
Abstract
The main objective of this research is to study the influence of various factors affecting buying decision and the impact of promotional activities on buying decision. Hence, an approach is made in this study to investigate the buying behavior of regular buyers of branded apparels in Gurgaon. This research is descriptive in nature where primary data has been collected from 144 respondents through questionnaire and secondary data has been collected from websites, journals and books. To fulfill the objectives of the study Chi-square analysis is used and descriptive statistics for demographics. It is concluded that there is a significant relationship between age of the consumer and place of buying, various influencing factors and purchase plan and satisfaction level and branded purchase.