Assessing the influence of the marketing mix on consumer buying behaviour towards branded apparel

The study aims to understand the preferences, purchasing patterns, and influencing factors behind consumers’ decisions when buying Branded Apparel. The objectives of the research include analysing demographic profiles of the respondents, identifying the key attributes influencing apparel purchase decisions, and examining the level of satisfaction among customers with Branded Apparel offerings. Data was collected from a sample of 220 respondents in Coimbatore using a structured questionnaire. The sampling plan focused on gathering insights from consumers across different age groups, educational backgrounds, and occupational categories. The data revealed that consumers place significant importance on product quality and overall store ambience.