PERCEPTION ABOUT BRANDED CLOTHES AMONG THE YOUTH OF KARACHI
Perception is the point of view, thoughts and feelings a person has about something and acts according to his/her perceived views. Every individual has a different perception and acts according to it. The perception he/she has about specific things is considered to be the reality for him/her. Every individual holds a different perception about different branded products as well because of the differences in the importance of certain factors of the brands for each of them.
The main differentiating factor for brands in a product category is luxury (Alleres, 1991; Kapferer, 1997) which is the main reason of consumers preferring or using a brand (Dubois and Duquesne, 1993). Nevertheless, though the luxury market has been spreading widely in the past years and the marketing literature has recently seen a lot of strong interest in the ...view middle of the document...
The main purpose of this research is to find out the perception our youth holds about different branded clothes in accordance with its brand names. A good brand image influences consumer to devour more value on it and creates a long term relationship between the product and the end user. Higher the brand image, higher will be the purchase intension.
Both clothing style and color affect how others perceive a person. The perception about different individuals in the eyes of others are created according to the types of clothes they wear (Damhorst & Reed, 1986; Kerr & Dell, 1976).
Self brand connection is the connection consumers form between brands and their self concepts (Escalas and Bettman, 2003). Self brand connection has now been found to be important for the consumers, especially our youth as the lack of this connection makes them feel like having a personal failure whereas the presence of self brand connection fills their heart and mind with a lot of positivity.
According to the consumer decision making process model, another way by which consumers differentiate brands is by discriminating among the quality of products of those brands (Hansen, 1976). Price is yet another factor that influences consumers’ buying behavior negatively or positively. The price of the product is one of the determinants of customer loyalty which make customer to repeat the purchase again from the brand. A good quality return in exchange of the price the consumers pay for, is the way which could make a brand strong because of the reliability it provides, thus gaining customer loyalty and retention.
Wearing branded clothes evokes a sense of happiness in our consumers. Moreover, our youth is the one who feel more socially accepted if they wear branded clothes. They feel happy about the branded clothes they wear and also perceive that it makes them stand out of the crowd.
There has neither been any previous research on the topic “Perception about branded clothes among the youth of Karachi” nor has there been a research on any closely related topic. This is the first time a research is being conducted on this topic which I am doing it.