Pushing & Pulling attributes and Purchase Behaviour of Youth towards Branded Apparels: A Study of Rohtak District

In today’s competitive era, it is not easy to understand the real demand of consumers. As the demand is related to the pulling attributes (Product characteristics) and pushing attributes (Consumer feelings). The present study investigates the most preferred segment and factors that are responsible for purchase of branded clothes. The study was conducted in Rohtak district of Haryana. To complete the investigation primary data were collected from 90 respondents who were the students of different educational institutions. Structured questionnaire was used to collect the information. Non- parametric test Friedman two- way was used to find out the most preferred segment, indicators and motivators for purchasing branded apparels.