Impact of Gender on Millennial Segment Choice of Clothing Brands

Description

Page: 389-393

Rachin Suri¹ and Hitansh Sabharwal² (Department of Business Administration, National Institute of Technology, Kurukshetra¹ and 12- D, Sat Paul Mittal School, Dugri, Ludhiana, Punjab²)

The research endeavors to enhance the efficacy of the strategy used by the branded clothes business to reach its target market. Understanding the substantial effects of a suitable branding strategy on people’s psyches and purchasing behaviors, regardless of gender, is the main goal of the study. The inquiry is mainly focused on figuring out the preferences of the millennial generation, which has led to a concentration on the population of the sample between the ages of 18 and 23. A carefully selected sample of 450 people was obtained from various educational institutions dispersed throughout Haryana. The study’s findings showed a range of opinion differences between the female and male populations. These disparities underline the quintessential distinction between male and female consumers, necessitating tailored branding approaches for each gender category. Nevertheless, the results also underscore areas of convergence in thought processes, alongside those of divergence.