THEORETICAL FRAME WORK OF THE STUDY

A study by Fishbein and Ajzen(1975) describes the descriptive beliefs as those that
derive from a direct experience with the product. The informational beliefs are those
influenced by outside sources of information such as advertising, friends, and relatives and so
on. The inferential beliefs are formed by making inferences correctly or incorrectly) based on
past experience as this experience relates to the current stimulus (Erickson et al. 1984 p695).

Conventional market research is highly dependent on subjective consumer report.
That is, the information that marketers, advertisers, and publishers learn about consumers is
based on what consumers say. Consumers tell what they are thinking, feeling, and doing with
regard to brands. But consumers may not be aware of all that they are thinking and feeling
about a brand. And consumers are commonly not entirely truthful about what they are doing
(i.e., purchasing, or intending to purchase) in relation to a brand.
It is fair to say that most of what consumers report for market research purposes is
reasonably close to reality - or truth, if that term is preferred. However, as neuromarketing
reveals, attitude and behaviour are not always firmly linked in the human mind. Several
model of market research have been developed to address the different ways that the mind of
a consumer influences brand affinity and consumer purchase decisions.




PROBLEM STATEMENT

The corporate community of todays world has come to realize the power of branding and
tapping changing consumer perception as a tool for substantial. Competitive advantage over
other similar companies operating in the industry and the most comprehensive concept of
branding is building the companies as Brands. But in the case of ready-to-wear garments
industry, Branding always has and will plan a key role and thus the study tries to confirm to
the statement. This is the reason why the study is trying to answer the question,
1. Whether branding plays a vital role in purchase of premium branded readymade
clothes?
2. Whether companies are providing the product with changing consumer perception and
needs?

SCOPE OF THE STUDY

The research was conducted on the consumers of premium branded clothes in the city of
COIMBATORE. The research is aimed at understanding the impression of branding, brand
awareness, brand loyalty, influencing factors in purchase decisions, advertisement
effectiveness related to consumer perception and brand preference for premium branded
clothes.
Now-a-days, the customers are more dynamic. Their taste, needs and preference can the
changing as per current scenario. Hence the development of garments industry mainly
depends on the customer satisfaction.