DECLARATION

I hereby declared that the project report entitled – “EFFECT OF BRANDING ON

CONSUMER BUYING BEHAVIOUR: A STUDY IN RELATION TO FASHION
INDUSTRY” Submitted in partial fulfilment of the degree of MASTER OF BUSINESS
ADMINISTRATION (MBA) at AJAY KUMAR GARG INSTITUTE OF
MANAGEMENT, GHAZIABAD is the original work done by me and not submitted for the
award of any other Degree/Diploma/ Fellowship or any other similar program.

Sandeep Kumar Verma

Roll No - 1582070057

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 ACKNOWLEDGEMENT

Before I get into thick of things, I would like to add a few words of appreciation for the
people who have been a part of this project right from its inception. The writing of this
project has been one of the significant academic challenges I have faced and without the
support, patience and guidance of the people involved, this task would not have been
completed. It is to them I own my deepest gratitude.

It gives me an immense pleasure in presenting this project report on “EFFECT OF

BRANDING ON CONSUMER BUYING BEHAVIOUR: A STUDY IN RELATION TO
FASHION INDUSTRY”. It has been my privilege to have a team of project guide who
have assisted me from the commencement of this project. The success of this project is a
result of sheer hand work, and determination put in by me with the help of my project guide. I
hereby take this opportunity to add a special note of thanks for Dr. Swati Agarwal,
(Assistant Professor – AKGIM Ghaziabad) who undertook to act as my mentor despite her
any other academic and professional commitments. Her wisdom, knowledge, and
commitment to the highest standards inspired and motivated me very much. Without her
insight, support and energy this project wouldn’t have kick-started and neither would have
reached fruitfulness.

I also feel heartiest sense of obligation to my library staff members & seniors, who
helped me in collection of data & resource material & also in its processing as well as in
drafting manuscript. The project is dedicated to all those people, who helped me while doing
this project.

Sandeep Kumar Verma

Roll No - 1582070057

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 CERTIFICATE

This is to certify that work entitled “EFFECT OF BRANDING ON CONSUMER

BUYING BEHAVIOUR: A STUDY IN RELATION TO FASHION INDUSTRY” is a
Research Project Report work done by SANDEEP KUMAR VERMA bearing Roll No.
1582070057. Business Administration (MBA) at Ajay Kumar Garg Institute of Management,
affiliated to Dr.A.P.J Abdul Kalam Technical University,U.P., Lucknow (formerly uttar
Pradesh technical university).

I wish him all the best for the future endeavors.

Dr. Swati Agarwal

Assistant Professor

AKAGIM,Ghaziabad

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 LIST OF GRAPHS/CHARTS

S.No GRAPHS/CHARTS PAGE NO.

1 GRAPH / CHART NO.1 42
2 GRAPH / CHART NO.2 43
3 GRAPH / CHART NO.3 44
4 GRAPH / CHART NO.4 45
5 GRAPH / CHART NO.5 46
6 GRAPH / CHART NO.6 47-48
7 GRAPH / CHART NO.7 49
8 GRAPH / CHART NO.8 50
9 GRAPH / CHART NO.9 51
10 GRAPH / CHART NO.10 52
11 GRAPH / CHART NO.11 53
12 GRAPH / CHART NO.12 54
13 GRAPH / CHART NO.13 55
14 GRAPH / CHART NO.14 56
15 GRAPH / CHART NO.15 57
16 GRAPH / CHART NO.16 58
17 GRAPH / CHART NO.17 59
18 GRAPH / CHART NO.18 60

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 EXECUTIVE SUMMARY

Brand is a Guarantee, an assurance for a defined standard of quality for the first time and for
every time but not the vice versa. Brand is name or logo that plays the role in the mind of the
customer. Brands do not compete in the product area but compete for the mind space of the
customer. A brand once established in the mind of the customer becomes indelible when
customer identifies itself with that particular Brand.

Branding is an effective marketing strategy tool that has been used with frequent success in
the past. Branding can be an effective and powerful tool for all types of business
organizations. If brand owners use their product correctly, the payoffs can be substantial.
However, if brands are mismanaged, the results can be damaging.

This report is aimed to investigate the effect of brand on consumer buying behavior. How
much consumers are prepared to pay for branded products, how important they consider
price, brand or other factors during their purchasing decisions. The Report aimed at
comprehensive literature review on branding, brand loyalty, brand awareness, brand equity
and brand perceptions, price sensitivity and willingness to pay.

The word “Brand” owes its origin to the Norwegian word “brand” which means to burn.
Farmers used to put some identification mark on the body of the livestock to distinguish their
possession. Products are what companies make, but customers buy brands. Therefore
marketers resorted to branding in order to distinguish their offerings from similar products
and services provided by their competitors. Additionally, it carries an inherent assurance to
the customers that the quality of a purchase will be similar to earlier purchases of the same
brand.

Consumer behaviour involves study of how people buy, what they buy, when they buy and
why they buy. It blends the elements from psychology, sociology, socio psychology,
anthropology and economics. It also tries to assess the influence on the consumer from
groups such as family, friends, reference groups and society in general.

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 TABLE OF CONTENT

S.No Title Page No.

1. Rationale of The Study 1

1. Introduction of the project 2-29

2. Literature Review 30-38

3. Objective of the Study 39

Research methodology 40
a) Research Design 40
b) Sampling Technique 40
4.
c) Sample Size 41
d) Research Instrument 41
e) Data Collection Method 41
5. Data Analysis & Interpretation 42-60

6. Findings 61

7. Conclusion 62-63

8. Suggestions 64

9. Limitation 65

10. Bibliography 66-67

11. Appendix 68-72

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