A STUDY ON ATTITUDE AND EMOTIONS OF THE CONSUMER AND ITS IMPACT IN PURCHASING THE BRANDED CLOTHES AMONG THE ARTS AND SCIENCE COLLEGE STUDENTS IN VELLORE CITY

Abstract

This study investigates the intricate relationship between consumer attitudes, emotions, and their influence on the purchasing behaviour of arts and science college students in Vellore city, particularly in the context of branded clothing. The research aims to unveil the distinctive attitudes held by this demographic, exploring the factors contributing to their formation. Additionally, the study delves into the emotional triggers that drive purchasing decisions, seeking to identify the nuanced connections between consumer emotions and the selection of branded apparel. Through a focused analysis of the unique cultural and educational environment in Vellore city, this research aspires to offer practical insights for marketers and brands aiming to establish authentic connections with college students, thus contributing to a deeper understanding of consumer behaviour in the realm of branded clothing within this specific demographic.