A Study of Consumers' Preferences in Choosing International Apparel Brand in Delhi

Indian markets are emerging and when it comes to Delhi, it's not just a metropolitan city but a fashion hub. International designers organize their fashion shows and bring international brands into this city. With the Indian demographics changing, there is a change in consumer tastes and preferences with respect to the association they want to crate with the brand. This study was conducted to find out the factors that determine the consumer preferences for international apparel brand in Delhi. The purpose is also to identify the predictors for internal brand apparels among Delhi young consumers. From the survey of the respondents from Delhi, the study found out that Advertisement for the brand has the strongest predictor for the consumer preference followed by quality and Land of original and style has less prediction towards the consumer preference. Overall, the survey shows that Delhi consumers have positive attitude towards international apparel brands and the influence of variables has numerous of implications for both academic and market view.