Preferences of Consumers Regarding Branded Clothes in Beed

The present study on “preferences of consumers regarding branded clothes in Beed” was undertaken with the following objectives: 1) To know the personal views of the consumer regarding branded clothes. 2)To find the factors influencing the consumer while purchasing branded clothes. 3)To determine the criteria considered at the time of purchasing. A survey was conducted in the Beed district of Maharashtra. A total of 120 samples were randomly selected from the Tulsi College campus, Dnyaneshwar Nagar, Government ITI, and Rajiv Gandhi Chowk. An interview method was considered an appropriate tool for data collection in the study. The survey was conducted from December 2024 to February 2025. The collected data were analysed using excel and various statistical tools. Descriptive statistics were used to analyse demographics, factors and ranks; mean scores and weighted scores were used to analyse the seven criteria considered while purchasing branded apparel. From the findings, it was observed that the majority of the respondents were female (68.33%). It was also found that females and males belonged to the age group between 25-30 years and both genders were educated up to graduation. The majority of females (40.2 %) and males (52.6) are involved in the Business sector. The majority of both genders belong to a monthly income of Rs. 26,000-30,000. Both genders are familiar with the brand and they shopped at branded stores occasionally. The majority of male and female respondents were influenced by a co-worker and they give 1st Rank to quality when purchasing branded apparel. The research indicated that both genders regard quality as a primary factor influencing consumer purchases of branded apparel. The findings suggest that consumer attitudes and behaviours of both genders have same for men and women.