ABSTRACT

                          Studying Consumer buying behavior is very significant aspect of marketing. Brand loyalty is an outcome of end user conduct. Brand is a whole range of communication, learning, history, feeling about a product or company within a simple name and logo. Cloth is a necessary item in our daily shopping list. The purpose of this research is to study female consumer’s buying behavior with reference to Pune City and understand the key factors of branded clothing which Impact female consumer’s involvement towards trendy branded clothing. The results indicate that status branding, brand attitude, paying premium for branded clothing, self-concept and reference groups were found to have positive effects on female consumer buying behavior while increasing consumer involvement in fashion clothing.

Keywords: Consumer buying behavior, branding, Pune city, fashion clothing.