SakshiPattanayak, Abhipsa2019-02-012019-02-012018-08http://krishikosh.egranth.ac.in/handle/1/5810093211The strong sense of individuality that consumers possess today when coupled with the concept of globalization has led to the popularization of the concept of brands in India which was not well established a few decades back. The availability of more number of brands has resulted in consumers having a wide variety to choose from. A number of factors along with the demographics of the consumers and the previous interactions with any brand form the basis for their preference towards it. The present study was planned to find out the existing trends in the wardrobes, purchasing practice and attitude among students of technical institutes located in metro and non-metro areas towards branded apparels and accessories. A questionnaire-cum-interview schedule was formulated to obtain information regarding the existing wardrobe, purchasing practice and attitudes of respondents towards branded apparels and accessories. The survey method was used to collect information from male and female students pursuing undergraduate and postgraduate courses of engineering from College of Technology, G.B. Pant University of Agriculture and Technology, Pantnagar, Udham Singh Nagar, Uttarakhand and Delhi Technological University, Shahbad Daulatpur, Main Bawana Road, Delhi. Stratified random sampling method was used for selection of respondents. The total sample size was of 480. The collected data was statistically analyzed using frequency, percentage, WMS, t-test and chi-square test. Stark difference was observed in the existing wardrobes of the respondents. The respondents studying in the institutes located in metro area possessed more numbers of branded apparels and accessories. It was also found that the respondents of the metro based institute were aware of more number of brands for apparels and accessories. The purchasing practices indicated that the amount of money spent by the respondents studying in the institute situated in metro area on branded apparels and accessories was more than that of the respondents of non-metro based institute. The respondents of metro based institute also preferred to shop for these branded articles from retail shops rather than online modes to ensure the genuineness of the brand and were found to be less price sensitive. The positive attitude possessed by the respondents of metro based institute for factors like quality and comfort of branded products, indicated their preference for branded apparels and accessories over non-branded.ennullThesis