期刊名称：International Journal of Advances in Engineering and Management
电子版ISSN：2395-5252
出版年度：2020
卷号：2
期号：5
页码：409-413
DOI：10.35629/5252-0205357360
语种：English
出版社：IJAEM JOURNAL
摘要：The association between consumers’ decision-making styles and their choice between domestic and smuggled new store brand is explored using a sample of Indian consumers. The objective of this paper is to observe consumer attitude about diverse new store brands available in the Indian market in gender outlook. To study the factors which effect the consumer perception towards the purchase of new store brands? Observed findings are calculated using survey technique and chi square test with a sample of 80 participants in Coimbatore city. There is a significant difference in total spending on branded apparels done by males vis- a - vis females. The results exhibit no significant differences in the brand awareness, between males and females.
