IDEAS home Printed from https://ideas.repec.org/a/bfv/journl/018.html
   My bibliography  Save this article

Comparative Study of Customer Preference with Respect to Two Fashion Brands – H&M versus Forever 21

Author

Listed:
  • Anjali Singh

    (IILM Institute for Higher Education)

  • Saachi Narang

    (IILM Institute for Higher Education)

Abstract

It is important to understand consumer preferences as this understanding could help companies in shaping their product offering. This understanding gains even more importance when the product is a fashion brand where preferences can change rapidly and the product is highly personal. Given that India is a key market for several International brands, it is crucial to understand the consumer preferences in the Indian context. Towards this objective the present study aims to; find out the preference level of consumers with respect to the H&M and Forever 21 clothing brands in the Delhi/NCR(National Capital Region); to compare customer preference with respect to factors such as quality and price of products, availability and convenience of buying products, advertising, customer service, brand image, social media presence of products and social status attached to the products of the brand. The study finds that the difference is significant with respect to factors such as price, advertisements and the convenience of buying, while there is no significant difference with respect to other factors. Price, brand image, social status attached to the products are factors that have been ranked higher in preference.

Suggested Citation

Handle: RePEc:bfv:journl:018
as

Download full text from publisher

File URL: https://jabr.sbs.edu/vol5/04_Singh-Narang.pdf
Download Restriction: no
---><---

Corrections

All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bfv:journl:018. See general information about how to correct material in RePEc.

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

We have no bibliographic references for this item. You can help adding them by using this form .

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Prof. Milos Petkovic, Ph.D (email available below). General contact details of provider: https://edirc.repec.org/data/sbsklch.html .

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.