Consumer Behavior Towards Branded and Non Brand Garments- A Study of Female Consumers of Jaipur

This paper is an attempt to understand afford shopping behavior in a multidimensional and multicultural consumer society towards branded and non-branded garments. In this research the main focus is on an empirical application of a selection of these variables, as well as in the implication for markets, retails & academia. The main aim of study is to investigate the factors that influence female buyers and subsequent attitude towards the purchasing of branded & non branded garments available in the Indian Market