THE INFLUENCE OF BRAND EQUITY ON CONSUMER PURCHASING BEHAVIOUR IN THE APPAREL MARKET OF CHENNAI

The significance of brand equity is crucial in shaping consumer decisions and purchasing behaviours in the apparel industry. This study investigates the impact of different components of brand equity, including brand awareness, brand association, perceived quality, brand loyalty, and overall brand value, on consumer purchasing behaviour within the apparel industry. With the increasing intensity of competition in the apparel market and the growing importance of consumer experience, understanding the complexities of brand equity has emerged as a vital consideration for marketers. Recent investigations highlight a notable correlation between positive brand equity and consumer purchasing behaviours, especially within emerging markets. This study looks at recent research to explain how brand equity affects how people buy clothes and how companies can improve their brand equity to stay competitive. This research examines the influence of brand equity on purchasing behaviour regarding apparel among consumers in Chennai. We selected a total of 172 respondents who consume apparel in Chennai for this descriptive study. The questionnaire functions as the instrument for gathering data in this study. The study utilises a convenience sampling method to select its respondents. This study employs multiple regression analysis and One-way ANOVA as its statistical tools. Chronbach's alpha is utilised to evaluate the reliability of the study. The analysis of data is conducted using SPSS version 25. The study's reliability has been assessed at 0.839, which corresponds to 83.9%. The findings indicate that the purchasing behaviour related to apparel is significantly affected by factors such as brand awareness, perceived quality, brand association, and brand loyalty. Perceived quality predominantly influences purchasing behaviour regarding apparel, followed by brand association and brand awareness in significance. The analysis reveals a notable impact of age, occupation, annual income, and social media usage on brand equity, suggesting that these demographic and behavioural factors can shape consumers' perceptions and relationships with brands in the apparel market.