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A STUDY OF CONSUMER BUYING BEHAVIOR FOR …
Vol-4, Issue-10 PP. 367-377 ISSN: 2394-5788 367 | P a g e 3 0 D e c e m b e r 2 0 1 7 w w w . g j a r . o r g A STUDY OF CONSUMER BUYING BEHAVIOR FOR branded APPARELS IN GURGAON CITY Sarina Asif Research Scholar, G. D. Goenka University, Haryana- 122 103, India Prof. (Dr.) Tanuja Kaushik HoD, School of Management, G. D. Goenka University, Haryana- 122 103, India 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.
the consumer and place of buying, various influencing factors and purchase plan and satisfaction level and branded purchase. Keywords Apparel, Brands, Consumer Buying Behavior, Promotional offers 1. INTRODUCTION Indian economy is one of the fastest growing economies in the world and is observing shifts in consumer preferences. Indian apparel
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