[01] Saraju Prasad, Biju Patnaik Institute of IT and Management Studies, Bhubaneswar, India.

Although brands can signal reputation and serve as proxies for trust, consumer preferences for attributes may differ for branded and non-branded products. The authors of this paper test this hypothesis using data from a particular experiment conducted with consumers wearing jeans available in India. The research work conducted to know the types of Jeans garments accepted by Indian customers and shifting their preference from one brand to next brand for better options. The results indicate that consumers appear uncertain when there is an absence of a brand; non-brand- oriented consumers ascribe greater importance to the attributes of a product, with emphasis on those that relate to the product model (fit, comfort, design). A sample size of 250 has taken from one of the city in India to carry out the research. Majority of female candidates considered to verify the linkages of brand with design. Sixteen statements have considered for conducting factor analyses to study the preferences given to the variables mostly associated with the reputed brands on the basis of designing and stitching. ANOVA test has been conducted to know the validity of the variables. Here study has given more importance to the consumers’ preferences for more designing and style related to a particular company. Research implication came with the result of four factors have given high priority by respondents and they are design, emotional value, augmented value and potential value respectively. For marketing managers, it is important to know the consumer’s perception of the product’s characteristics and, accordingly, adopt specific communication and positioning strategies for more sustainability of product in Indian market.

Brand, Factor, Eigen, Jeans, Values

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