Main Article Content
Abstract
Consumers may spent a huge time in shopping for selecting the best product with their budget. They will consider various factors in selecting the best product from the available alternatives. Many consumers may rely on branded products on the assumption that branded materials have a minimum standard quality. Perception of consumers towards branded products and their level of brand loyalty is examined in this study along with inspecting the major factors that drive their purchasing decision or buying behaviour among Indian consumers. The study also takes age factor into account for inspecting the difference in buying behaviour among different age groups because the taste and preference may vary from youngsters to aged members. The study consider electronic products, textile materials, automobile industries and food articles. Overall the results of the study will be a guideline to the industrialists in knowing the shopping behaviour and they can plan strategies accordingly to produce what the customers wish.