An Assessment of Purchase Decision, Advertising And Consumption Involvement Of Branded Clothing Among Employees Of Multinational Companies Of Bengaluru

Culture celebrates and reclaims the human aspect — a point of difference often lost in everyday commerce. It helps articulate the mosaic values and seemingly irrational emotions that individual experiences cannot explain. It also helps in representing our personal identity. Keeping this thought in mind, this study was planned to ascertain the brand awareness and purchasing behaviour of foreign brands and domestic brands and study the impact of brand image on consumption of branded clothes. It also aimed to explore the role of brand loyalty in purchase. The results revealed that that jean, T-shirt, shirts, trousers, tops, are the five most sought after articles for buying foreign and domestic brands. Most of the employees of multinational companies are aware of all the domestic and foreign brands through the medium of T.V and Radio mostly. It was found that brand awareness is all about Comfortability, durability, fitting and value for money. Employees of multinational companies associate the brand to the quality of the product and brand attributes. The best images of the brands are formed by Nike, Levis, Puma, Reebok, Tommy hilfiger, US. Polo, Allen Solly and Louis philippe. Among foreign brands Puma, Levis, Nike, Louis philippe, Zara and Lee carry the maximum loyalty. In Indian brands Fab India, Biba, Westside, Lifestyle and Pantaloon have the maximum loyalty. Wearing branded clothes, makes them more confident, excited, satisfied leading to upliftment of your self esteem.