ENG 105 RESEARCH TOPIC:

A research project on the criteria based on which brand

preferences for apparel brand is created among North
South University undergraduate students while shopping
in Dhaka city
NAME: ANIKA BUSHRA
ID: 1210230030
SECTION: 8
Prepared for: Shahidul Islam Khan
(SUM)

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ACKNOWLEDGEMENT
23rd December, 2014
Shahidul Islam khan
(SUM)
Course Instructor
ENG 105, 8
North South University
Bashundhara, Dhaka 1219.

Subject: Submission of the research paper required for ENG 105.

Dear Sir,
I am very pleased to submit the research paper based on the topic The criteria based on which
brand preferences for apparel brand is created among North South University undergraduate
students while shopping in Dhaka city. I am a student of section 8, and is highly grateful for the
opportunity that you bestowed upon us to express our innovative ability, and I would like to
thank you for the tremendous help and advice you have offered at every step, absent of which I
would have not been able to complete my work. I would also like to thank the people who
answered my survey questions because without their help I would not be able to do the research.
I will be glad if the research paper can serve its true purpose and I am ready to explain anything
if necessary.
Yours sincerely,
ANIKA BUSHRA, ID# 1210230030

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ABSTRACT
This research paper contains the analysis of the criteria based on which brand preferences for
apparel brand is created among North South University undergraduate students while shopping
in Dhaka city. At the beginning of the research paper I expected to find that people are very
conscious about brands and they give most importance to quality when it comes to buying
clothing. I also expected that they get influenced by advertisements and are obsessed with
brands. So for my research, I designed a questionnaire which contained 19 questions related to
my research. I surveyed 24 people from North South University. Then I analyzed my data to find
whether my hypothesis was right or wrong. I used five journals for my literature review. After
analyzing the data I was able to find the answers that whether my hypothesis is right or wrong.
For some of the findings, my hypothesis was proven right, for rest of the findings it was proven
wrong.

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Table of Contents:
Details

Page

Introduction

Literature Review

6-9

Research Question

10

Hypothesis & Methodology

11,12

Data Analysis

13-31

Research Findings

32,33

Conclusion

34

Reference

35

Appendix

36

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INTRODUCTION
Brand preference means which brands are preferred by customers under assumptions of equality
in price and availability. Customers feel satisfied when the product from their preferred brand
matches with their expectation. Quality of products plays a very important role while making the
decision of choosing a brand. There are some criteria such as age range of customers, financial
ability, and mental set-up which work as base while choosing a brand over another.
The focus of my research will be on what criteria make students of NSU choose an apparel brand
over another brand. I would like to know how their perspective on choosing a brand has affected
their purchasing preference. I wonder if students of NSU are that much aware about brand value
or not; whether they think about their own financial ability; differentiates between local brand
and foreign brands; think about quality and brand image of the apparel brand or are they ignoring
the price and all other criteria and going for good quality only. I hope to find answers to such
questions through my research work.

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Literature review 1:

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LT 2

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LT 3

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LT 4

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RESEARCH QUESTIONS
In my research I plan to investigate on the criteria based on which NSU students make their
preference decision for apparel brands. My research will address the following research question:

What is brand preference?

How much conscious NSU students are about apparel brands around them?

What is their view on local apparel brands and international apparel brands while taking
the decision of buying?

How much importance NSU students give to quality of product when it comes to
preferring an apparel brand?

What kind of role price play for NSU students while choosing an apparel brand?

What kind of image they want to create by choosing an apparel brand for themselves?

How does the culture affect students of NSU while choosing an apparel brand?

What kind of effect advertisements and promotional activities of apparel brands have on
NSU students on their preference decision?

Is the brand preference of NSU students becoming a brand obsession and why?

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HYPOTHESIS
Brand preference can be based on many judging criteria. From my research, I expect to find that
NSU students prioritize product quality and brand image of the apparel brands over other
attributes such as price and availability. NSU is a private university and one of the best
university in Bangladesh. There are many apparel brands in Dhaka city from both local and
foreign country. It is expected that they prefer to buy high quality apparel with very high brand
image because it not only gives them the privilege of getting highest quality but also giving the
opportunity to show-off which makes them feel superior and confident in some way. I think
promotional activity plays a very important role in creating this kind of high class image for an
apparel brand which influences the students more into choosing and preferring a brand. I also
think this brand preference of NSU students is turning into a brand obsession where they are
ignoring the high price and availability and going for high quality apparel and high brand image.

RESEARCH METHOLOGY
For my primary research, I will conduct a survey of a representative sampling of the general
undergraduate students of North South University and interview students who are actually
conscious and have preference for certain apparel brands. I will find out what are the judging
criteria based on which students of NSU make their brand preference. To the end I will design a
questionnaire with different types of questions so as to get a range of useful data which will help
me to answer my research questions.
For my secondary research, I plan to use the resources of the NSU library and will also consult
few books and journals on apparel brand presence, etc. I will also browse the internet and use
standard search engines like Google.

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ORGANIZATION
My paper will be divided into several sections, the most important of which are the
Introduction, Literature Review, Data presentation and Analysis, and Summery of Findings.
Within the sections my organization will be based on my research questions.

TIMETABLE
I hope to complete my primary research by early November and my secondary research by
middle of November. I shall complete writing the final draft of my Research Paper by end of
November, and submit it by the specified deadline towards the end of my semester.

REQUEST FOR APPROVAL

I hereby request your approval for my research proposal. If you wish me to modify or improve
my proposal, I will submit it later incorporating the necessary changes. I would also be grateful
for your advice and help in conducting my research and completing the project.

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DATA ANALYSIS:
In context to writing the research paper I have conducted a survey on 24 people from North
South University, Bangladesh. The survey was conducted from personal communication. I got
15 female respondents and 9 male respondents.

Male,
37.50%

Female
Female,
62.50%

Male

All the responses were from people aged from 19-25, studying in different years of
undergraduate level. Most of those students were actually from 3rd year of their undergraduate
level and others from 1st year, 2nd year and 4th year of their undergraduate level. There were no
responses from people aged above or below the age range of 19-25.
To get the general idea on how much the students of NSU are conscious and aware about the
apparel brands around them, I did the survey and got the result which is given below:

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Question: How much conscious are you about the apparel brands around you
& how many apparel brand stores can you recall around you?

Level of Awareness about Brands

70.00%

63%

60.00%
50.00%
Very

40.00%

Not so much

30.00%
20.00%

25%

Moderately
Not at all

12.00%

10.00%
0.00%
0.00%
Very

Not so much

Moderately

Not at all

This graph is about NSU students awareness about the apparel brands around them. The
horizontal axis indicates the four answers and the vertical axis indicates the percentage of
respondents. From the analysis of the graph, it can be observed that about 12% people feel like
they have very good knowledge about apparel brands around them. About 25% people replied
that they do not have that much knowledge and 63% people believe that they have moderately
good knowledge about apparel brands around them and this percentage is the highest among all.
Surprisingly nobody has replied that they do not have any knowledge about apparel brands as it
can be seen that each and every student in NSU has minimum knowledge about apparel brands.

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Percentage of respondant

Number of Apparel Brands People Can Recall

45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Series 1

1 to 3
8.30%

4 to 6
41.70%

7 to 9
33.30%

10 & above
16.70%

The above graph shows the number of apparel brand names NSU students can recall around
them. The horizontal axis shows the four answers and the vertical axis shows the percentage of
respondents. From the above graph, it can be seen that 8.3% people can recall about 1 to 3
apparel brands, 41.7% people can recall about 4 to 6 brands, 33.3% people can recall 7 to 9
brands and about 16.7% people can recall 10 & more than 10 apparel brands around them.
In conclusion of the above two graphs, it can be said that highest percentage of NSU students
have moderately good knowledge about apparel brands and highest number of students can recall
about 4 to 6 apparel brands around them. This information gives us the insight of NSU students
knowledge and awareness about apparel brands which is fairly good.

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Question: Does the Brand Image of the apparel brand affect your buying
decision?

Effect of Brand Image on Buying Decision

Never

4.20%

Rarely

8.30%
29.20%

Sometimes

Often

33.30%

Always

25%
0%

5%

10%

15%

20%

25%

30%

35%

This graph shows how the brand image of clothing brands affects the buying decision of NSU
students. The horizontal analysis shows the percentage of respondents while the vertical analysis
shows the 5 answers here. From this graph it can be seen that to most of the people, Brand Image
is often a factor of consideration but not always. Brand image of the clothing brands has many
factors involved with it like what kind of brand it is, what reputation that brand has in the market
or what kind of people are more prone to buy from that particular brand. These all factors are
related to brand image and about 4.2% people are never really concerned with brand image,
8.3% people rarely care about brand image and about 29.2% people are concerned about brand
image but that too only sometimes and not always. Now, the highest percentage of the students
of NSU are often concerned about the brand image and it seems like bout 25% people are always

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conscious about the brand image of the clothing line and it affects their purchase decision in a
very serious way.

QUESTION: How much money do you spend on buying clothes from apparel
brands?
This question was asked to NSU students to get the idea of how much they are actually willing to
spend for their brand clothes. This question would help us to know not just only about their
preferences about brands but also about their financial capability and willingness to buy brand
clothes which plays a very important role in further analysis.

Monthly Spending
50.00%
50.00%
40.00%

29.20%

30.00%

20.80%

20.00%
10.00%

0.00%

0.00%
Less than 1,000

1,000-2,000

3,000-4,000

More than 4,000

This graph shows the students monthly spending on clothes from apparel brands. The horizontal
analysis shows the percentage of respondents while the vertical analysis shows the four answers
here. After analyzing it can be seen that 50% students spends less than 1,000 taka per month. As
Bangladesh is a developing country and most of the undergraduate students do not have any

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Fixed income source so this finding is quite important in terms of evaluating the actual scenario
of brand preference and purchasing ability. Now, about 29.2% students spend about 1,000 taka to
2,000 taka per month, 20.8% students spend about 3,000 taka to 4,000 taka per month and
surprising I could not find anyone who would spend more than 4 thousand taka on apparel
brands per month. Most of the people do spend huge amount of money on brand cloths during
festivals like Eid, Puja, Pahela Baishakh and various other festivals throughout the year.

QUESTION: Please name two clothing brands you would prefer to buy if
money were not an issue & also mention why you would prefer clothing of
those specific brands.
Most of the time price becomes the biggest issue when someone wants to buy a cloth from his or
her preferred brands but find it hard to do so because of the financial obstacles. But through this
question, I wanted to find out what other factors plays important role if we keep the issue of
price aside and look at it from a different perspective. I kept this open ended question to ask
people about their preferred brand where price was not an issue so that they feel free to come up
with any brand they like and give reasons to justify their preferences.

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The brands that students mentioned as their preferred brands are listed below:
Brand Name

Number of people who mentioned this

Brand.

1. Arong

10 people

2. Dressi dale

5 people

3. Westecs

5 people

4. Cats eye

5 people

5. Ecstasy

4 people

6. Artisti

4 people

7. Vasavi

3 people

8. Infinity

2 people

9. Trendz

2 people

10. Gucci

2 people

11. JC penny

1 people

12. Levis

1 people

13. Longla

1 people

14. Yellow

1 people

15. Macys

1 people

16. Raymond

1 people

TOTAL

48 Responds

The chart lists the name of the brands which 24 students have listed as their preferred brands if
price was not an issue. Surprisingly Bangladeshi brand Aarong was mentioned 9 times which
was the highest number among all. Then other Bangladeshi brands like Dressi Dale, Ecstasy,
Westecs and many other brands were mentioned. Foreign brands like Gucci, Levis, Macys, Jc.
Penny & Raymond were also mentioned as preferred brands.

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Reasons for Choosing the Listed brands

40.00%

37.70%
34%

35.00%
30.00%
25.00%
20.00%
15.00%
10.00%

9.40%

9.40%
5.70%

5.00%

3.80%

0.00%
I like the quality I like the cut of I just like these
of sewing &
the clothing
brands
fabric

I like their
designs

Clothing of this Clothing of this

brand is very brand is unique
popular ( My
( Not many
friends wear it ) people have it)

The graph shows the reasons behind choosing the above listed brands as preferred ones. The
horizontal analysis shows the percentage of respondents while the vertical analysis shows the
three answers here. After analyzing it can be easily said that most of the people which is 37.7%
people chose their preferred brands because of the quality of sewing & fabric of the clothing.
34% of the people also mentioned that they choose the brands because they like the design of the
clothes from that particular brand. These are the main reasons for choosing brands like Aarong,
Dressi Dale where the clothing have a very good quality of fabric, sewing and also have good
design. 9.4% people think that the cut of the clothing are very good and another 9.4% people
choose the brand because they just like the brand for no apparent reason. 5.7% people chose the
brands because they found the brand to be very popular among other people, which mean
clothing from those brands goes with the latest trend and creates hype in the market. Then there
is another 3.8% people who chose the brands because of its uniqueness and also because not
many people have clothes from those brands.

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QUESTION: Choose one criteria which plays most important role when you
choose an apparel brand:

Most Important Feature

40%
34%

35%
30%

25%
25%
20%

20%

20%
15%
10%
5%

1%

0%
Price

Brand Image

Quality

Comfort

Availability

This graph is about the most important feature based on which NSU students make their
purchase decision from a particular brand. The horizontal analysis shows the percentage of
respondents while the vertical analysis shows the five answers. Here we can see that various
features matter to different people and it varies from person to person. Among all features,
Quality of brand apparel is proven to be the most important criteria based on which people
make their purchase decision. The factor Comfort is in the second position as 25% people have
voted for it as their main concern while choosing clothing brands. 20% people think price plays
most important role and another 20% people think brand image plays the most important role.
The factor availability is not really a concern for students of NSU as they can get brands they
want here sitting in Dhaka city and they can also order online via internet.

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QUESTION: How often do you wear high priced brand clothes?

Use of High Priced Brand Cloths

120%
100%
100%
80%
60%
40%
20%
0%

0%

0%
Everyday

Occasionally

Never

This graph shows how often NSU students use high priced brand clothes. The horizontal analysis
shows the percentage of respondents while the vertical analysis shows the three answers.
Surprising all (100%) of the respondents replied that they wear high priced brand cloths
occasionally and not every day. It can be assumed that wearing high priced brand clothes
everyday is not really feasible or not wearing high priced brands clothes ever is also highly
unlikely to happen.

QUESTION: Do u think foreign apparel brands are better than local apparel
brands? Justify your answers.
Bothe foreign brands and local brands can provide very good clothing but it seems like
sometimes small differences play very big role in customers preferences. Comparison between
local and foreign brands is very important part of the analysis as difference people have different
perspective and preferences.

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Foreign Brands better than Local

Brands?
37%
Yes
63%

No

From the pie chart we can see that about majority of the people (63%) have replied that they
think foreign apparel brands are better than local brands and the other 37% people have replied
that they think local brands are better than the foreign ones.

Reasons for Choosing Foreign Brands

50.00%
50.00%
30%

40.00%
16.00%

30.00%
20.00%

4%

10.00%
0.00%
Foreign Brands Foreign Brands
have better
have better
quality
Brand Image

Using foreign
brand seem
"Cool"

Others

Foreign Brands have better quality

Foreign Brands have better Brand Image

Using foreign brand seem "Cool"

Others

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The graph shows the reasons of NSU students for choosing foreign brands over local brands. The
horizontal axis indicates the percentage of respondents here and the vertical axis indicates the
answers of the respondents. While from the earlier record it has been seen that 63% of the total
respondents think that foreign brands are better. Now surprisingly, 50% of these people agree
with the fact that foreign brands have better quality. They believe that that the texture of fabric,
the sewing pattern and the overall quality of the foreign brand clothing are far more superior to
the local brand clothing. About 30% people believe that using the foreign brand seems cool and
it somehow increases their prestige in some way. Some people (16%) also replied that they think
foreign brands have better brand image as those are the brands which are recognized and valued
worldwide. Only 4% people replied that they like foreign brands because of various other factors
like unique design and cut.

Reasons for Choosing Local Brands

41.70%
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%

33.30%
25%

0%
Local Brands have
better quality
product

Price is
comparetively
Cheaper

I should encourage
our domestic
brands by buying
their clothes

others

The graph shows the reasons of those 37% NSU students who chose local brands over foreign
brands. The horizontal axis indicates the percentage of respondents here and the vertical axis
indicates the answers of the respondents. Majority of the students (41.7%) choose local brands
because they believe that local brand clothing have relatively cheaper price compared to foreign

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brands. Here the price factor played a very vital role for those people. Some people (33.3%) also
like to believe that the local brands have better quality and other people believe that they should
buy clothes from local brands to inspire the domestic brands to do better in both local market and
world market, also to increase the profit of those brands so that those can survive in the long run.

QUESTION: What Kind of image you want to create in other peoples mind
while choosing an apparel brand for yourself?

What do you feel about

yourself when you wear those?

Image in Other People's Mind

35%

30%

28%

30%

23%

25%

20%
16%
15%
10%
3%

5%
0%
Confident

Smart

Rich

Unique

Fashion Conscious

This graph shows the type of image NSU students want to create in other peoples mind by
choosing an apparel brand for them. The horizontal analysis shows the percentage of respondents
while the vertical analysis shows the five answers here. People always want to know what other
people would think about them before doing something or actually wearing something. This

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trend can be seen among NSU students too as they too are only human and have these features in
common. After analyzing the data it can be easily said that highest percentage (30%) of people
wants other people to believe that they are fashion conscious which means they want other
people to know that they follow the latest trend in fashion & has fair amount of knowledge about
it. Another 28% people want other people to believe that they are smart and they want to express
this through their brand clothing. 23% people want to be smart in other peoples eyes and
another 16% wants to be confident. Only 3% people replied that they want other people to
believe that they are rich through their high priced brand apparels as they want to establish the
fact they are capable of buying everything.
When it comes to ones own feelings through choosing an apparel brand, it can be said that most
NSU students feel comfortable the most. Some people also feel confident, smart and beautiful
after wearing their favorite brand cloths as what they feel for them self is what matters the most
in the end.

QUESTION: Does the culture of the country and society affect your purchase
decision?

Effect of Culture & Society

60.00%

54.20%

50.00%
40.00%
30.00%

25%

20.00%
10.00%

4.20%

8.30%

8.30%

0.00%
Strongly Disagree

Disagree

Nutral

Agree

Strongly Agree

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The following graph shows the Likert scale based questions analysis. It seems that most of the
people (54.2%) agree with the fact that culture of the country and society plays a very important
in choosing brand apparel. As the culture of Bangladesh is wearing shaari, salwar kamiz, panjabi
so these people feel more comfortable and choose to wear clothes from those brands which has
the touch of the culture & heritage. This trend can be seen among female students rather than
male students as cultures & social view play the most important role when it comes to female
clothing. On the other hand 8.3% people believe that culture does not play any important role in
their choosing their preference and a great number of people (25%) actually have a neutral point
of view about the whole entire thing.

QUESTION: What kind of importance Price and Quality play to you while
choosing an apparel brand?

Importance of Price & Quality

40.00%
34%

35.00%

27%

30.00%
25.00%

22.20%

20.00%
15.00%
10.00%

8%

8.80%

5.00%

0.00%
If the price is high High price does
High priced
Sometimes low
then the quality
not always
clothes are just a price clothes
will be high
provide high
waste of money
provide high
quality
quality

low price means

bad quality

The above graph show the perception of NSU students about quality of brand clothes when it
comes to considering value of money. The horizontal analysis shows the percentage of

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respondents while the vertical analysis shows the five answers here. Surprisingly most people
(34%) seem to believe that high price does not always provide high quality as when the price is
high quality can be bad and about 27% people think that sometimes low price clothes provide
high quality. They do not agree with the fact high price always indicates best quality and
surprisingly the percentage of people who believe it is quite high. There is also an 8.8% person
who thinks high priced clothes are just a waste of money and they prefer to use clothes of non
brand stores more often. Then there is another set of people who have this firm opposite believe
that if the price high then the quality will be high (22.2% people) and low price means bad
quality (8.8% people) as something which has low price can never provide the features of
superior quality clothing. They think high price is justified and acceptable if the quality is very
good and they are willing to spend the high price for the premium quality.

Effect of Advertisement
70.00%
58.00%

60.00%
50.00%
40.00%

33%

30.00%

20.00%
10.00%

9.00%

0.00%
Yes, When theadvertisement
is very Cool

Sometimes, When the

advertisement is very
convincing

No, advertisement always

exaggerate their quality

The graph shows the effect of advertisements on purchase decision of NSU students. The
horizontal analysis shows the percentage of respondents while the vertical analysis shows the

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three answers. Every brand uses some sort of promotional methods like TVC, newspaper ads,
internet ads and various other methods to attract customers and grain their confidence. This type
of advertisements has different effects on different customers which can be observed in this
graph as well. Most of the people (58%) believes that advertisements effect their purchase
decision positively only sometimes when the elements of the advertisement is very convincing.
About 9% people agree with the fact that they easily get convinced & influenced by watching
advertisements when it seems very cool and on the other hand 33% people believe that
advertisements always exaggerate about their brand quality and superiority which does not
always have any valid base.

QUESTION: Are you obsessed with any brand? If yes, then justify your
answer.

Obsession on any Apparel brand

34%
Yes
No
66%

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Reasons of Obsession
50%
45%

43%

40%

32%

35%

30%
25%
20%

15%

15%
10%

5%

5%

5%
0%
Because of very
good Quality

Has a very cool

image

People would
think of me as a
cool Person

I love the brand's It's a foreign brand

ads
and very Popular
worldwide

The above pie chart and the graph are co-related. The pie chart answers the question about what
percentage of NSU students are obsessed with apparel brands. Brand obsession is a very strong
word and should only be used when the customer has a very strong attachment to the brand.
Usually in the situation of brand obsession, people are seen buy products from those particular
brands without judging the quality or evaluating the price. They seem to have this blind faith and
believe about the brands. Through the survey it can be seen from above data that only 34% NSU
students believe that they are obsessed with a particular brand and the other 66% students do not
feel any obsession about any brand.
These obsessions have reasons behind it and through my survey I was able to find out some
important insight. Most of the people (43%) feel the obsession because of the superior quality of
product and clothing the brand provides which the customers believe would never find in any
other clothing brand. The extremely good quality and fineness of the clothing is reason for these
peoples obsession. Another 32% people believe that they get obsessed with a brand because of

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their cool image as the image of the brands seem to be the main factor to these people. 5%
people feel obsessed with a brand just seeing the advertisement because the sensation it creates
actually traps the human mind and turns that into obsession. 5% people feel that the brand would
make them seem cool so they get obsessed in becoming cool by choosing particular apparel
brand. Now, there is another bunch of people who are simply obsessed with foreign brands and
they feel those are the best as they are recognized and accepted worldwide.

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Summary of Research Findings:

Through this research I found out that some of my findings did match with my hypothesis but for
other findings my hypothesis was proven wrong. My hypothesis that NSU students prioritize
quality over every other attribute the most became true. Although they have other criteria too
which they prefer while choosing an apparel brand, quality remains in the top position. I
expressed that people will prefer brands for their quality without giving that much importance to
price tag as they will not care about the high price as long as the quality was good but my
hypothesis was proven wrong as most of the NSU students think high price doesnt always
guaranty high quality and they believe good quality clothing can be found in comparatively
cheap price too. The fact that people themselves believed that brands do not always provide
value for money is actually an interesting result to find.
My hypothesis that NSU students would choose foreign apparel brands over local brands was
proven right as most of the people prefer foreign brands because of their very high quality and
finesses which is hard to find in local brands. Despite having preference for foreign brands,
students of NSU do take into consideration the cultural and social aspects of the country while
choosing an apparel brand. They usually go for those brands which actually follow the local
cultural trend. This is actually a surprisingly contradictory factor where people prefer using
foreign high quality brands but also wants to follow their own culture which is hard to find in
foreign apparel brands.
The hypothesis that NSU students usually buy the cloths from famous brands to brag or show off
their ability or fashion consciousness was also proven to be right to some extent where they

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mostly wear brand clothes so that other people think of them as stylish, fashion conscious, smart
and confident person.
Another hypothesis of mine, which indicated that NSU students get influenced by brand
advertisements as these create hype in the market was proven wrong as well. Its not that people
dont get influenced, its just that the influence does not really convince them to buy clothes
from that particular brand as some of them believes that those advertisements actually exaggerate
about their clothing and quality and do not reveal the real scenario. The hypothesis that NSU
students are obsessed with high priced brands was also proven wrong dramatically as they take
everything into account before buying an apparel brand.
All over from the data analysis, it seems that people have a different kind of a view when it
comes to brand apparels. People opt for them based on quality and not because of their visibility.
Although they dont accept the pricing of the products because of high price but they do believe
that quality should be the major factor while it comes to choosing an apparel brand. Although
most of the hypothesis became incorrect it seemed to provide some fascinating result.

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Conclusion:
After the research, I have found that the NSU students perception on apparel brands is quite
different. People here are moderately conscious about brands around them and has fair amount of
knowledge. They prefer quality above everything and they tend to stick with it when it comes to
purchasing clothing and culture has huge influence over them. As my hypothesis has found that
people are not really obsesses with any brand and they dont get influenced by advertisements so
its safe to assume the decisions they take in terms of making their purchase decision are actually
valid and justifiable in its own way. Although some of my hypothesis was proven wrong but still
the results were fascinating enough to enlighten the actual scenario.

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REFRENCES:

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Appendix

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