EXPLORING BRAND PREFERENCE DETERMINANTS AMONG GENERATION Z CONSUMERS IN CHENNAI

In today's competitive world, readymade garment industries must be aware of their consumers' demands, tastes, and preferences, as well as what they expect from the manufacturer. If we want to stay in the market and establish a competitive edge, we need have this knowledge or a consumer study. After conducting this research, we should be able to understand what customers' desire from a brand, why they switch over to another brand, and what circumstances push them to switch to other competitors' branded clothing. By analyzing these, the company can develop strategies based on what the customer wants and satisfy the consumer's desire to purchase the same company's products, which will be beneficial for the company. The goal of this study is to look at the perceptions of Chennai generation Z regarding brand clothing preferences and purchasing habits.
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