Brand Image towards global brands versus Indian apparel brands in Chennai city

Abstract

         This study examine the differences between global and Indian brands in the Indian apparel market. Brand image towards Indian and global apparel brand in the Indian market are examined. Brand image is related to reputation and prestige of a brand. Brand image is the perception of the product by the consumer, also builds a general brand impression.  Brand image is the key factor of brand equity, and feeling about a brand and it influences consumer behavior. Descriptive research design is followed in this research. Under non-probability sampling technique, convenience sampling method was used to select the respondent from population. The data were collected through questionnaire method. Sum of 552 Respondents met at the time of purchase in specified mall (Forum Vijaya mall and Express avenue mall), in Chennai City during their leisure time, with a request to fill in the questionnaire. This study finds that Indian consumers the respondents who fall in the age of 18-29 years have high brand image towards American brands and European brands and also found that who are completed school have high brand image towards American brand, European brand and Indian brand.