Vol. 3, Issue 1 (2018)
Impact of brands on urban and rural working and non-working women buying behaviour with special reference to Jabalpur city
Author(s): Dr. Shakti Prathaban, Nidhi Khurana
Abstract: Consumers are individuals and households who buy goods and services for personal consumption. To dress up in an elegant and adorable manner has always remained a prime concern of human beings. They do not only spend a lot of time in selecting their clothes, but also spend a huge sum of money over clothing to look different from other people. Brand includes the price of the product, the quality of the product, and any unique characteristics of the product. Thus, this paper highlights the effect of branded garments on women buying behavior.