The size of the consumer market in this country is vast and constantly expanding. Consumer preferences are changing and becoming highly diversified. Even industrial market buyers are exhibiting diversified preference and less predictable purchase behavior. Indians are becoming more brand conscious and spending time and money trying out new products and services. International brand is now regularly entering the Indian market alluring the buyers. The apparel sector is estimated to grow three times more than it was few years back. The young generation prefers to buy differentiated products that they feel reflects their own personality, needs and lifestyles. The primary purpose of this study is
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