Customer Brand Preference towards Men's Apparel with reference to South Indian Market Dr. Kumar V Hemanth*, Dr. Sentamilselvan K** *Professor, Department of Management Studies, Sri Sairam Engineering College, West Tambaram, Chennai, India **Assistant Professor, Department of Management Studies, SRM Valliammai Engineering College, Chennai, India Online published on 14 October, 2016. Abstract In the current business scenario, both men's and women's apparel market is facing the tough competition to grow rapidly. Marketers started realizing the potential for the prime product in men's apparel is footwear. It is vital to know the relationship between Brand preference and brand choice that leads to purchase decision. Knowing consumer preferences across the demographic segmentation forms the critical input for culminating innovative marketing strategies. Consumers brand preference represents the preliminary stage in understanding consumer preference towards the product. A deeper understanding of such preference help marketers’ to design better marketing program and build a long term relationship with customers. The Descriptive research was chosen and simple random sampling for data collection was adopted. The Chi-square test and Yule's co-efficient were used to analyze the data. The results of the study suggested the factors (such as awareness level towards the various brands, quality, brand image, price, availability, looks, style and comfort) that influence the consumers brand choice. It also emphasizes enhancement of the advertisement and promotional activities, as it has the major impact on their decision making. Top Keywords Brand Preference, Men's Apparel, Footwear, Customer Satisfaction, Retail Market. Top |