1.

NEED FOR THIS STUDY:

The purpose of this research Is to investigate youth to examine if differences in their buying behavior for apparel exist. In addition, consumer attributes (i.e., apparel involvement, self-esteem, reference group, social class, and media) and personal characteristics will investigate separately and in relation to the purchase behavior of youth. Retailers and marketers should understand the immense diversity among consumers if they are to market apparel accurately and successfully. aware about the customer needs &wants& what a consumer expects from the brand and company., why they switches too their brand, what are the factor which force them to purchase premium and luxury apparels. By which company can formulate the strategies as per the customer needs & deliver them the products which consumer want from the company which will be profitable for the company. 2. REVIEW OF LITERATURE: Gabay Gillie (2009):- The purpose of this paper is to empirically test the consumer-centered approach to brand management theorized by Rust, Zenithal and Lemon in 2004 to assist companies in reducing the depreciation of brand equity. Brand equity was operational zed in the context of conjoint measurement. In total, 5,364 respondents participated in interviews testing drivers of brand equity for six brands each in apparels. It was found that brands did not hold much beyond their name. Companies holding strong brands willneed to define product design & Faison in terms of their perceived functionalityacross consumer cutting edge methodology to test mindset segmentation by combinations of product features as a new basis for brand management were used. In contrast to traditional segments. Companies are to build and position brands around customer segments. The study focused on brands in the textile industry requiring the replication to additional industries. Data from the large-scale study revealed that across categories brand value may not hold much beyond the name in the minds of consumers. It was found that mindset segmentation may be a basis for brand management. Messages that focused on product functionality were found to be stronger drivers of preference of one brand over another. Product quality & design instead of brand names emerged as the primary source of value across segments. Nukhet Harmancioglu (2009): An executive summary for managers and executive readers can be found at the end of this article. Scholars have taken an interest in impulse purchasing for over 50 years. Not surprisingly, many crucial insights emerge from these studies. For instance, proposed that consumers attempt to control their innate impulsive tendencies because they perceive impulse buying as normatively wrong and do not want to be perceived as immature or lacking behavioral control. Despite the risks and the negative normative associations with such behavior, found that impulse buying is present in most product classes. Their study also reveals that between 27 and 62 percent of department store merchandise is bought on impulse. Agnes Nairn (2008): A total of 40 sites popular with children were inspected and their commercial content discussed with a range of young people and parents across the country. By and large the internet is a safe, exciting and stimulating environment for children. However, it is also clear that current regulations to protect children from the risks of harm and deception from online commercial agents need to be tightened and more rigorously enforced or self-policed. One of the most important findings is that 70 percent of sites visited by children are not created with a child-only audience in mind. The advertising space and merchandising activity is therefore often unsuitable. The majority of TV programmers watched by children are, of course, also viewed by adults but the existence of the watershed is one attempt made to protect children. Of the adverts encountered across sites, 25 percent were for dating, gambling, credit, surgery and age-restricted products and services. Children were upset by intimate dating material and parents worried about the long-term impact of Ubiquitous incitement to borrow and gamble. Advertising on sites specifically targeting children was often unfair deceptive. Almost three-quarters of adverts were not labeled and over one-fifth hidden in the

site content. While children gradually learn how to tell entertainment from commerce the true nature of games was not even understood by 16 year-olds. Freeoffers were prolific and many employed pressure tactics to urge children to buy immediately using mobile phone or solo cards Gtze Elisabeth (2008):- The purpose of the paper is to analyze children's impact on innovation decision making empirically. This paper is a diary study with 14 parents depicting their experiences with regard to the topic of interest over a period of two weeks. This paper helps marketers tailor appropriate marketing and innovation strategies. Special attention is given to the familial dynamics in the innovation decisionmaking process. This is to preventinter-family conflicts fuelled by the children's requests. This is one of the first attempts to test Rogers' innovation-decision process. Moreover, despite its many bonuses, the diary method has rarely been applied in the context of familial purchase decision making. Children's influences stronger in earlier stages of the innovation buying process, based on different communication strategies with differing effects on their parents' purchasing behavior. Ian Phau (2008): The research findings indicate that status-seeking teenagers have overall, a more positive attitude toward foreign luxury brand apparel as compared to Australian luxury brands, with the exception of Chinese brands. On the other hand, non-status seeking teenagers reported that they have more positive attitude towards Australian brands than foreign brands, and consider Australian luxury brands superior to all three foreign brands with regards to ease of care and comfort. The research findings indicate that status-seeking teenagers have overall, a more positive attitude toward foreign luxury brand apparel as compared to Australian luxury brands, with the exception of Chinese brands. On the other hand, non-status seeking teenagers reported that they have more positive attitude towards Australian brands than foreign brands, and consider Australian luxury brands superior to all three foreign brands with regards to ease of care and comfort Shuk-Ching Liu (2008) Tourism is a vital factor for the Hong Kong economyand tourists contributes a substantial amount of purchases to the fashion retail industry. In the Following, we review some related literature on how tourists, especially those from thiamin and China, affect retail businesses in Hong Kong. Indicate that in the year 2000, shopping expenditure accounted for more than HK$30 billion (50.2 percent) of the total tourism receipts. The shopping expenditure of tourists, therefore, has a great impact on the local economy of Hong Kong. says that the retail sector contributes a significant proportion to the tourism industry and is playing an important role in maintaining a destination's attractiveness. The author points out that tourist spend a considerable amount of time and money on shopping because shopping is an underlying motivation and incentive for people to travel. According to the Tourism Receipts Report for 2001 by the Hong Kong Tourism Board (HKTB),shopping represents the largest part of total spending by the mainland Chinese tourists, taking63.7 percent of their total spending In addition, the per capita spending on shopping of the mainland Chinese tourists in Hong Kong is HK$3,295, which is ranked at the top position compared to the tourists from other countries. Frank Jacob (2006): During the past decades, marketing research has significantly increased its focus on the study of buyer-seller relationships driven by practitioners' request for advice and a perceived theoretical challenge. The growing importance of relationships in business calls for an attempt to explain how relationships develop and evolve. A commonly accepted explanation of this phenomenon is that relationships are established as a means to overcome the uncertainty as perceived by a potential customer in a market transaction. In this sense relationships are understood as an institution. New institutional economics provides the theoretical foundation for this approach to relationship research. This risk-based explanation has gained widespread acceptance and has been empirically tested several time Isabel. Grant (2006) Isabel J. Grant in his studyBuying behavior of tweenage girls and key societal communicating factors influencing their purchasing of fashion clothing said that The term teenagers is relatively new in marketing terminology, but has captured the attention and interest of marketers and many commercial stakeholders in

different fields of business, who are or are becoming aware of the huge potential of this group. Tweens are those young people whose ages range from pre-adolescent to 14 years and have been described as the richest generation in history and the spending of this age group has roughly doubled every ten years over the last three decades Jensen, 2006 Although there is a stable demand for foods , the demand structure may change over time, and there could be a tendency towards other competing products or substitute ones. This is directly linked to such variables as the social and cultural level, purchasing power, and development process of the consumer. Rising consumer income, changing demographics and lifestyles, and shifting preferences due to new information about the links between diet and health all contribute to new demands for foods As the cultural level and capital incomes increase, the consumption of carbohydrate foods decreases and the consumption of protein foods increase Eun Joo Park (2005) in his study A structural model of fashion-oriented impulse buying behavior Said that Impulse buying behavior is a sudden, compelling, hedonically complex buying behavior in which the rapidity of an impulse decision process precludes thoughtful and deliberate consideration of alternative information and choices .Several researchers have reported that consumers do not view impulse purchasing as wrong; rather, consumers retrospectively convey a favorable evaluation of their behavior .Other researchers have treated impulse buying as an individual difference variable with the expectation that it is likely to influence decision making across situations. Judith Cardona Forney (2005):Judith Cardona Formation in his study said that Emotion that encompasses affect and mood is an important factor in consumer decision making. Typically, emotion is classified into two orthogonal dimensions (e.g. positive, negative). Positive emotion can be elicited by an individual's pre-existing mood, affective disposition, and reaction to current environmental encounters (e.g. desired items, sales promotions).Emotion strongly influences actions including impulse buying. Consumers in more positive emotional states tend to have reduced decision complexity and shorter decision times). Moreover, when compared to negative emotion, consumers with positive emotion exhibited greater impulse buying because of feelings of being unconstrained, a desire to reward themselves, and higher energy levels . Sexton and Perlman (2005) In a study involving single and dual income families reported that dual income wives perceived themselves as less feminine than the single income wives, even though their perceptions of masculinity were not significantly different. The authors suggested that these results were indications that, at very least, career-minded women in the sample perceived themselves as having attributes traditionally regarded as masculine. The authors reported that even though the wives are different in terms of their traditional orientation, they did not show significant differences in terms of power structure in the family. This finding suggests that even though the couples are different in terms of their marital structure, the ideology of marital power is similar McConocho and Tully, 1993 Changes in the economic environment have led to changes in the roles of husbands and wives. The authors concluded that even though changes in the environment brought changes in the decision-making roles, these changes could not be generalized to all products. Sex role orientation involves those values and norms that are related to the duties and responsibilities of each sex. The behavior of each spouse within the family is affected by attitude norms and preferences that each spouse brings into the family. These norms are, in turn, shaped by factors such as individual attitudes, the attitudes of each spouse's parents. Filiatrault and Ritchie, 1980 Younger, more educated couples and couples with higher social class were also found to have modern sex role norms. It was suggested that couples with modern sex role orientations will make more joint decisions relative to couples with more traditional sex role orientations, who will be more likely to have one spouse dominate the decision-making process. Traditional sex roles are rigid and tend to make the decision-making in the family less complicated, i.e. the expected roles and responsibilities of each spouse are quite clear. With the modern sex roles, the expected behavior of each spouse is less predictable due to the flexibilities and autonomy associated with each role, complicating the decisionmaking process. Green and Cunningham (1975), more women are performing traditionally male dominated tasks and vice versa, and with increased autonomy, the wife is able to have more influence in

decisions within the family. One of those areas affected by the diminishing sex role distinction is in consumption aspects of family decision-making. The findings showed that husbands of liberal wives make relatively fewer decisions compared to the husbands of moderate and conservative wives. Decisions related to groceries were found to be wife dominated , and decisions related to life insurance were husband dominated. Decisions regarding the purchase of furniture were reported to be made jointly. Interestingly, decisions related to the purchase of major appliances, automobiles, and vacations were reported to be related to the attitudes of the wives. Agnes Nairn (2008), Armstrong, G.M., Goldberg, M.E. "Children's uses of cognitive defenses against television advertising: a cognitive response approach", Journal of Consumer Research, Vol. 14 No. March, pp.471-82.Alford.B., Sherrill, D. (1996), "The role of affect in consumer satisfaction judgments of credence-based services", Journal of Business Research, Vol. 37 No.1, pp.71-84.Batra, R., Sinha, I. (2000), "Consumer-level factors moderating the success of private label brands", Journal of Retailing, Vol. 76 No.2, pp.175-91. Buckleitner. W. (2008), Like Taking Candy from a Baby: How Young Children Interact with Online Environments, Media Tech Foundation, Flemington, NJ,Buijzen . M., Valkenburg, P. (2003), "The unintended effects of television advertising: a parent-child survey", Communication Research, Vol. 30 No.5, pp.483-503. Bullying Online (2006), The National Bullying Survey 2006: The Results,availableat:www.bullying.co.uk/nationalsurvey/thenationalbullyingsurvey_results.pdf (accessed28 february 2009),Judith Cardona Forney , Gopinath, M., Nyer, P. (2005)., "The role of emotions in marketing, Journal of the Academy of Marketing Science, Vol. 27 No.2, pp.184-206. Kaiser Family Foundation (2006), It's Child's Play: Advergaming and the Online Marketing of Food to Children, available at: www.kff.org/entmedia/upload/7536.pdf (accessed 7,March,2009),Ian Phau., Gentile, D., Buckley, K. (2007), Attitude of the teenagers toward foreign luxury brand apparel as compared to Australian luxury brands, Oxford University Press, Oxford, .Isabel J. Grant (2006), "An exploratory assessment of situational effects in buyer behavior",Journal of Marketing Research,, Vol. 11 No. May, pp.156-63

Jensen, 2006 , "Determinants of store brand choice: a behavioral analysis", The Journal of Product and Brand Management, Vol. 6 No.5, pp.315-24.Judith Cardona Forney , Gopinath, M., Nyer, P. (2005)., "The role of emotions in marketing, Journal of the Academy of Marketing Science, Vol. 27 No.2, pp.184-206.

3. OBJECTIVE OF THE STUDY 3.1 PRIMARY OBJECTIVE: Objective behind this Term Paper which we are going to conduct on the buying behavior of the youth towards premium and luxury apparels & accessories brands. 3.2 SECONDARY OBJECTIVE: To study & analyze the brand preference of youth in buying premium and luxury apparels & accessories brands. To study the most preferred brand in the apparels segment amongst the youth

To study the most preferred brand in the premium and luxury apparels & accessories segment amongst the youth To study impact of psychological factors on buying of youth regarding apparels& accessories. To study the factors which influence the buying behavior for premium and luxury apparels & accessories brands. 4. METHODOLAGY: TYPE OF DATA: primary secondary data. TOOLS OF DATA COLLECTION: questionnaire Research Design: My research design will be exploratory research design. Population of the study Youth of Chennai will be included in population. Sampling Size : It is the total number of respondents targeted for collecting the data for their search. Sample size of 100 persons will be taken for this research. Sampling Technique : Random sampling technique will be used in this research project. Sampling Frame : Frame is the list of respondents. DATA PROCESSING: Daily data will be entered into MS-Excel sheets. After the exhaustion of the specified geographical area this data will be analyzed using simple graphical and tabulation techniques. INTRODUCTION TO APPAREL INDUSTRY The Multi-Fiber Agreement (MFA), that had governed the extent of textile trade between nations since 1962, expired on 1 January, 2005. It is expected that, post-MFA, most tariff distortions would gradually disappear and firms with robust capabilities will gain in the global trade of textile and apparel. The prize is the $360 bn market which is expected to grow to about $600 bn by the year 2010 barely five years after the expiry of MFA. An important question facing Indian firms is whether their capabilities and their diverse supply chain are aligned to benefit from the opening up of global textile market? The history of textiles in India dates back to the use of mordant dyes and printing blocks around 3000 BC. The diversity of fibers found in India, intricate weaving on its stateof-art manual looms and its organic dyes attracted buyers from all over the world for centuries. The British colonization of India and its industrial policies destroyed the innovative eco-system and left it technologically impoverished. Independent India saw the building up of textile capabilities, diversification of its product base, and its emergence, once again, as an important global player. Today, the textile and apparel sector employs 35.0 mn people (and is the 2nd largest employer), generates 1/5th of the total export earnings and contributes 4 per cent to the GDP thereby making it the largest industrial sector of the country. This textile economy is worth US$37 bn and its share of the global market is about 5.90 per cent. The sector aspires to grow its revenue to US $85bn, its export value to US $50bn and employment to 12 million by the year 2010 PLAYERS IN APPARELS MARKETAs we have discussed that there are so many players are ruling in

the Indian apparels industry out of which some players are national Players & some players are of International standards Every player have their different product portfolio in a particular apparel segment Or there are many players in each apparel segment which we have discussed above i.e. Corporate/formal wears, Ethnic wears, Sports wear Casual wear Corporate Wear's segment BOGGIE MILLANO PAUL SMITH BURBERRY LOUIS PHILLIP JOHN PLAYERS VANHUSAN PROVOGUE ARROW PETER ENGLAND PARK AVEUE

Casual wear's segment ARMANI DIESEL DOLCE&GABBANA GUCCI CANALI CALVIN KLIEN JEANS s.Oliver TOMMY HILIFIGER FRENCH CONNECTION ESPRIT GUESS GAS LEVI'S LEE PEPE JEANS ALLEN SOLLY.

Ethnic wear's segment MANYAVAR LIBAS FAB INDIA DIWAN SAHEB Sports wear's segment PAUL&SHARK LAGOSTRE REEBOK PUMA ADIDAS FILA NIKI POLO RAFE HALAN BRAND STAGES & BRAND POSITIONING: Brand positioning is refers to "target consumers" reason to buy our brand in preference to others. Difference between Brand Positioning: LUXURY High-end fashion, variety of collection with a with a of product(limited editions) - ex- Louis vitton, Armani,prada, chanel.. etc Price points-rs30000-500000 SUPER PREMIUM - High quality, high fashion ex- diesel, timberland, guess, Gucci...etc Price points-rs5000-100000 PREMIUM - Its offers the lifestyles and quality, large variety of collections with a reasonable price and carrying many segments. Ex-s.Oliver, fcuk, ck, esprit... etc Price points-rs1000-50000 LIFESTYLE - ITs offer entire outfits. ex-s.Oliver,gucci,fcuk,..etc MASS -large variety of collections with a low price. ex- lee,wrangler,arrow,reebok,..Etc Price points-rs400-5000 minimum numbers