The Interplay of Psychological and Cultural Factors in Consumer Decision-Making for Branded Apparel

Abstract

This study examines how psychological and cultural elements shape
consumer decisions when purchasing branded clothing. It explores
the roles of self-expression, social dynamics, perceived quality, and
cultural values in influencing brand preferences within a
competitive fashion landscape. A descriptive research design was
employed, gathering primary data through a structured
questionnaire administered to 77 respondents selected via
stratified random sampling. Data analysis was performed using
SPSS, incorporating descriptive statistics, Chi-Square tests, One
Way ANOVA, and linear regression.
Findings indicate that branded apparel is frequently used as a
means of self-expression and social signalling. While psychological
motivators such as self-identity play a key role, quantitative results
were mixed: a Chi-Square test suggested a link between social
pressure and trend-following, though data limitations temper this
finding. ANOVA results revealed no significant variation in how
social status drives trend adoption across groups. Regression
analysis showed that income is not a strong predictor of luxury
brand preference in this sample.
This research offers a current perspective on the attitudes of young
Indian consumers, underscoring that while traditional factors like
income have limited influence, intangible elements such as brand
narrative, perceived quality, and digital engagement are crucial. The
study provides actionable insights to help apparel brands refine
their marketing approaches, boost customer interaction, and foster
loyalty in a digitally evolving marketplace.