Consumer Behaviour and Brand Awareness of Branded Jeans

By

ACKNOWLEDGEMENT

I would like to thank my supervisor for supporting me throughout my project and giving his valuable suggestions. Finally thanks to all my friends and family for their utmost support and inspiration.

DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, & this dissertation has not been submitted for any examination at academic as well as professional level previously. It also represents my own views & not essentially the ones associated with university.

Signed __________________ Date _________________

ABSTRACT

The research study is based on the consumer behaviour and the brand awareness of the branded jeans. The consumer behaviour is an important perspective that determines the successful implementation of the marketing strategies whether they have been achieving the position in the apparel industry of the country or not. Different marketing strategies have been adopted by the companies that mainly include the customer retention and customer loyalty strategies in order to retain the customers and increase their sales level. In the recent years, the marketing strategies have been changed to greater extent and the marketers have adopted marketing strategies for attracting the customers. The factors that are usually taken care of by the companies producing jeans and other products in the apparel industry of the world are the new and latest styles of the jeans, reasonable prices and the usage of higher quality denim. These are few but the important factors that have not been discussed within the above analysis as they do not affect the consumer behaviour to the greater extent. The producer of the branded jeans in the world like Levi's, Wrangler, Versace, Hangten have been focussing largely on these trends of the branded jeans in order to sell their products and higher revenues in the future. However, they have been adopting all these strategies for long time now, this strategy has made them successful in the apparel industry of the world market and customers are greatly attracted towards the branded jeans offered by these companies with diversifying nature of the branded jeans. The brand awareness is an important perspective that has also been adopted by the companies producing branded jeans in the apparel industry of the world market. The companies have been paying due attention of other variables that attract the customers towards their brand.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Research Study1

Purpose of the Study6

Problem Statement6

Aims of the Research Study6

Objectives of the Research Study7

Research Questions7

Rationale of the Research Study7

CHAPTER 2: LITERATURE REVIEW11

Theoretical Framework11

Consumer Behaviour12

Theories of Consumer Behaviour12

Nicosia model of consumer decision process16

Howard- Sheth model (1969)18

Bettman's Information Processing model of consumer choice19

Nicosia Model21

Brand Awareness22

Brand Loyalty24

Factors affecting Consumer Behaviour25

Brand Trust25

Brand Affect27

Groups29

Brand perception30

Attitudes and beliefs31

Individual purchaser brand perception32

Personality and self concept32

Buying Process33

Customer Relationship Strategy36

Promotion Strategy36

Apparel Product Attributes38

Antecedents of Brand Loyalty40

CHAPTER 3: METHODOLOGY42

Introduction42

Aims of Methodology Chapter44

Research Approach44

Research design44

Rationale for a Qualitative Study46

Rationale for a Quantitative Study47

Literature review49

Analysis, Conclusion and Recommendation50

Instrument for data collection50

Philosophical Framework or Paradigm51

Advantages and Disadvantages of the Mixed Research53

Advantages53

Disadvantages54

Data analysis54

Approaching the Participants55

Reliability/Dependability55

Triangulation57

Validity58

Ethical ...