Evaluations of Private and National Brand in Men's Apparel: Effects of Product Attributes

Abstract

The purpose of this study was to study consumer preference towards private and national brand in men's apparel among consumers. Literature review indicates that the current study argues, based on theoretical framework that product attributes dimension have an impact on attitude toward men's apparel in Delhi-NCR.

The research design is cross-sectional based on descriptive methodology. The instrument designed for the research study relates to product attributes of men's apparel. Validity and reliability of the instrument is established with appropriate statistical measure of Cronbach's Alpha. Cluster sampling has been used with a sample size of 500 consumers. The mall intercept survey, structured questionnaire was employed to collect the primary data in Delhi NCR. A total of 460 respondents completed and returned useable questionnaires.

The findings reveal that factors affecting consumer preferences towards private versus national brand in men's apparel differed significantly and product attributes of men's apparels have significant relationship with brand preferences. Consumers had an overall more positive attitude towards national brand apparel over private label/ brand apparel. Furthermore, the perceived quality of national brand apparel was rated higher than that of private brand. High price, lack of discount/ offers and fashionable apparels are the reasons for not purchasing national brand whereas price consciousness, colour range, discount/ offers are considered for preferring private brand in men's apparel by the consumers.