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@article{173445,
        author = {Syed Ali Zuhair Zaidi and Ehtesham Ahmad},
        title = {Buying Preferences of Indian Consumers regarding Branded Apparel Products: A Review},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {10},
        pages = {670-675},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=173445},
        abstract = {This paper comprehensively reviews the literature on Indian consumers' buying behavior for branded clothing. It highlights consumer behavior in an evolving market where traditional cultural values conflict with emerging retailing trends. The review spots some dominant themes among which buying decisions are made: cultural influences, brand perception, online buying, and sustainability issues. The findings suggest that cultural heritage and norms significantly impact fashion choices despite globalization's global infusion of styles. Brand image and trust are essential among consumers who weigh aspirational global brands against loyalty towards local brands that appeal to their cultural identity. Although much has been researched, there are considerable gaps in the literature. Most studies have not considered demographic differences (e.g., age, gender, socio-economic status) or urban–rural differences in depth. Moreover, the long-term effects of recent shocks (e.g., the COVID-19 pandemic) are under-explored. This review calls for additional research to address these gaps, including localized study and research on how digital and sustainability trends continue to influence consumer behavior in India's apparel sector.},
        keywords = {Branded apparel; Brand perception; Consumer behavior; Cultural influences; Indian consumers.},
        month = {March},
        }