ARCHIVES

Original Article

Tradition Meets Trend: Exploring Consumer Behaviour toward Branded Apparel in Varanasi

Abhishek Kumar Dwivedi1 Gautam Kumar Jha2
12 Research Scholar, Department of Commerce, Mahatma Gandhi Kashi Vidyapith, Varanasi, Uttar Pradesh, India.

Published Online: March-April 2024

Pages: 51-59

References

1. Rahman, O., Fung, B. C. M., & Kharb, D. (2021). Factors influencing consumer choice: A study of apparel and sustainable cues from
Canadian and Indian consumers’ perspectives. International Journal of Fashion Design, Technology and Education, 14(2), 151-161.
https://doi.org/10.1080/17543266.2021.1877833
2. Afreen, A. (2021). The Antecedents of Intention to Purchase Authentic Handloom Apparel in India: A Case of Banarasi Silk Apparel
Consumers. SCMS Journal of Indian Management, 18(4).
3. Singh, A. K. (2020). Evaluation Of Perceived Values Of Customers And Positioning Strategy Of Apparel Retailing: A Case of Varanasi
City (Doctoral dissertation, IIT (BHU), Varanasi).
4. Bandyopadhyay, C., & Ray, S. (2020). Finding the sweet spot between ethics and aesthetics: A social entrepreneurial perspective to
sustainable fashion brand (Juxta) positioning. Journal of Global Marketing, 33(5), 377-395.
5. Manocha, R. (2020). Effect of consumption-context and product attributes on social value perception of luxury clothes for Indian female
consumers (Doctoral dissertation, Université Panthéon-Sorbonne-Paris I).
6. Melnyk, V., van Herpen, E., Jak, S., & van Trijp, H. C. M. (2019). The mechanisms of social norms’ influence on consumer decision
making: A meta-analysis. Zeitschrift für Psychologie, 227(1), 4–17. https://doi.org/10.1027/2151-2604/a000352
7. Mahendher, S., & Boaler, M. (2016). A STUDY ON CONSUMER BEHAVIOR FOR BRANDED APPAREL IN BANGALORE. CLEAR
International Journal of Research in Commerce & Management, 7(8).
8. Monga, A. (S.), & Williams, J. D. (2015). Culture and Consumer Behavior: Analytic versus Holistic Thinking. Current Opinion in
Psychology, 8, 33-37. https://doi.org/10.1016/j.copsyc.2015.12.003
9. Ayman, U., & Kaya, A. K. (2014). Consumption of branded fashion apparel: Gender differences in behavior. Social Behavior and
Personality: an international journal, 42(1), 1S-8S.
10. Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Sage Publication
11. Nayeem, T. (2012). Cultural influences on consumer behavior. International Journal of Business and Management, 7(21), 78
12. Patton, M. Q. (2002). Qualitative Research & Evaluation Methods. Sage Publications.
13. Delong, Marilyn, Mingxin Bao, Juanjuan Wu, Huang Chao, and Meng Li. "Perception of US branded apparel in Shanghai." Journal of
Fashion Marketing and Management: An International Journal 8, no. 2 (2004): 141-153.
14. Berns, G. S., Monica Capra, C., Moore, S., & Noussair, C. (2008). Three studies on the neuroeconomics of decision-making when payoffs
are real and negative. In Neuroeconomics (pp. 1-29). Emerald Group Publishing Limited
15. Rocha, M. A. V., Hammond, L., & Hawkins, D. (2005). Age, gender, and national factors in fashion consumption. Journal of Fashion
Marketing and Management: An International Journal, 9(4), 380-390.
16. MAHENDHER, S., & BOALER, M. (2016). A STUDY ON CONSUMER BEHAVIOR FOR BRANDED APPAREL IN BANGALORE.
CLEAR International Journal of Research in Commerce & Management, 7(8).
17. Kumar, A., & Singh, R. (2019). Understanding the significance of culture in consumer behavior: A study in Varanasi, India. Journal of
Business and Retail Management Research, 13(2), 135-143.
18. Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2019). Consumer Behavior: Buying, Having, and Being
(13th ed.). Pearson.
19. Chiu, C. Y., Kwan, L. Y. Y., Li, D., Peng, L., & Peng, S. (2014). Culture and consumer behavior. Foundations and Trends® in Marketing,
7(2), 109-179.
20. Delong, M., Bao, M., Wu, J., Chao, H., & Li, M. (2004). Perception of US branded apparel in Shanghai. Journal of Fashion Marketing
and Management: An International Journal, 8(2), 141-153.
21. Hofstede, G. (1980). Culture's Consequences: International Differences in Work-Related Values. Sage Publication.
22. Usunier, J. C. (2011). International and Cross-Cultural Management Research. Sage Publications.
23. Shoham, A. (1999). Interdisciplinary Relationships in the Social Sciences. Westport, CT: Praeger.
24. Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
25. Aaker, D. A. (1996). Building Strong Brands. Free Press.
26. Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139-168.
27. Mick, D. G. (1986). Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance. Journal of
Consumer Research, 13(2), 196-213.
28. Hyman, H. H. (1942). The Psychology of Status. Archives of Psychology, 269, 1-34.
29. Tajfel, H. (1979). Individuals and Groups in Social Psychology. British Journal of Social and Clinical Psychology, 18(2), 183-190.
30. Basu Monga, A. (Sonia), & Williams, J. D. (2016). Cross-cultural styles of thinking and their influence on consumer behavior. Current
Opinion in Psychology, 10, 65-69. https://doi.org/10.1016/j.copsyc.2015.12.003

Related Articles

2024

Matrix Representation of Graph Theory in Hydrocarbons

2024

A Review of Development of Chemical Sensors

2024

Towards Detection and Attribution of Cyber Attacks in IoT Enabled Cyber-Physical Systems

2024

Implementation of Waste Management System

2024

To Study the Role of Forest –Based Industries in Promoting Trade

2024

E-Ticketing for Public buses

Share Article

X
LinkedIn
Facebook
WhatsApp

Or copy link

https://www.ijrtmr.com/archives/10.59256/ijrtmr.20240402009

*Instagram doesn't support direct link sharing from web. Copy the link and share it in your Instagram story or post.