Homework Title / No. : A STUDY ON THE FACTORS AFFECTING THE CONSUMER BUYING BEHAVIOUR REGARDING THE BRANDED APPARELS AMONG THE YOUTH Course Code : MGT801 Course Instructor : DR. SHUBENDU Course Tutor (if applicable) : Date of Allotment : 19/10/2010 Date of submission : 26/11/2010 Students Roll No.RQ1001A02 Section No. : RQ1001

Declaration: I declare that this assignment is my individual work. I have not copied from any other students work or from any other source except where due acknowledgment is made explicitly in the text, nor has any part been written for me by another person. Students Signature : Ankush Mehta Evaluators comments: _____________________________________________________________________ Marks obtained : ___________ out of ______________________ Content of Homework should start from this page only:

1

EXECUTIVE SUMMARY The purpose of this research was to investigate males to examine if differences in their buying behavior for apparel exist. In addition, consumer attributes (i.e., apparel involvement, self-esteem, reference group, social class, and media) and personal characteristics were investigated separately and in relation to the purchase behavior of male. More information is needed to understand the male consumer. Although expanding in the past five years, research about the buying behaviors of consumers has tended to avoid males. Retailers and marketers should understand the immense diversity among consumers if they are to market apparel accurately and successfully. INTRODUCTION TO SUBJECT Consumer Behaviour is defined as the behaviour that consumer displays in the searching for, purchasing, using, evaluating, & disposing of the products & services that they expect will satisfy their needs. Consumer Behaviour focuses on how consumer make the decisions to spend their available resources (Time, Money, Efforts) on consumption related items.

That includes what they buy ,why they buy it , when they buy it, where the buy it , how often they buy it ,how often they use it ,how often they evaluate it after the purchase & the impact of such evaluations on future purchases. Market segmentation in Consumer Behaviour: of dividing a market into distinct subsets Market Segmentation is defined as the process of the consumers with common needs or

characteristics and the selecting one or more segments to target with a distinmarketing mix. Segmentation studies are designed to discover the needs & wants of the specific groups of the consumers so that the specialized goods & services can be developed & satisfy each groups need

2

NEED AND SIGNIFICANCE As in this competition era you must be aware about the customer needs & wants & what a consumer expects from the company. You must have this information or a customer data base if u wants to stay in the market to competitive edge in the market. After conducting this study we must be able to under stand what customers wants from a brand, why he switches to other brand, what are the factor which force him to purchase branded apparels. By which company can formulate the strategies as per the customer needs & deliver them the products which consumer want from the company which will be profitable for the company. SCOPE OF THE STUDY If we talk about the scope of this study in future then the scope of such study is very wider. Scope of the study is that after gathering the information about the youth who like to purchase the branded apparels & after studying the factors which influence them to go with that specific brand, it includes demographic factors, cultural influences, & social class .This study will be helpful for the companies who are in this business segment of apparels. They will be able to know the taste & need of the consumer & what will be the products & services which will help them to change the non user into user of their brand & retain their existing customer by providing them the products which they want from the company. This study will help them to formulate & implementing the marketing strategies. . STATEMENT OF THE PROBLEM Market segmentation has become an important tool used by retailers and marketers for identifying target customers. Segmentation as the process of partitioning markets into segments of potential customers who have similar characteristics and who are likely to exhibit similar purchasing behavior. Segmentation has become a major tool of companies for planning marketing strategies. Segmentation research has several objectives that include analyzing markets, finding a niche, and developing and capitalizing on a superior competitive image This research investigatesCultural factors such as apparel involvement, media, and reference group influences, self-esteem and social class. It also investigates demographics such as income3

and age.Do cultural influences, how much money they earn, and their age make a difference in their apparel choices? Do they let their wives chose their clothes or do they make these choices?

INTRODUCTION TO APPAREL INDUSTRY The Multi-Fibre Agreement (MFA), that had governed the extent of textile trade between nations since 1962, expired on 1 January, 2005. It is expected that, post-MFA, most tariff distortions would gradually disappear and firms with robust capabilities will gain in the global trade of textile and apparel. The prize is the $360 bn market which is expected to grow to about $600 bn by the year 2010 barely five years after the expiry of MFA. An important question facing Indian firms is whether their capabilities and their diverse supply chain are aligned to

benefit from the opening up of global textile market? The history of textiles in India dates back to the use of mordant dyes and printing blocks around 3000 BC. The diversity of fibres found in India, intricate weaving on its state-of-art manual buyers from all over the world for centuries. industrial policies destroyed looms and its organic dyes attracted

The British colonization of India and its

the innovative eco-system and left it technologically building up of textile capabilities,

impoverished. Independent India saw the

diversification of its product base, and its emergence, once again, as an important global player. Today, the textile and apparel sector employs 35.0 mn people (and is the 2nd largest

employer), generates 1/5th of the total export earnings and contributes 4 per cent to the GDP thereby making it the largest industrial sector of the country. This textile economy is worth US $37 bn and its share of the global market is about 5.90 per cent. The sector aspires to grow its revenue to US $85bn, its export value to US $50bn and employment to 12 million by theyear 2010

4

PLAYERS IN APPARELS MARKET As we have discussed that there are so many players are rulling in the Indian apparels industry out of which some players are national Players & some players are of International standardsEvery player have their different product portfolio in a particular apparel segment Or there are many players in each apparel segment which we have discussed above i.e.

Corporate/formal wears, Ethnic wears, Sports wears casual wear

Corporate Wears segment LOUIS PHILLIP JOHN PLAYERS PROVOGUE PETER ENGLAND PARK AVEUE DONEAR MAYUR COTTON COUNTY PROVOGUE PETER ENGLAND

Casual Wears Segment y y y y y SPYKAR PEPE LEE COOPER MONTE CARLO LEVIS5

y y y

CHARLE OUTLAW KUTONS DUKE

Ethnic Wears Segment y y y y y y TIMBERLAND LIBAS FAB INDIA MILLIONAIRE HERITAGE DIWAN SAHEB

Sports Wears Segment y y y y y y REEBOK NIKE ADIDAS FILA PUMA POLO

REVIEW OF LITERATURE Gabay Gillie(2009):- The purpose of this paper is to empirically test the consumercentered approach to brand management theorized by Rust, Zeithaml and Lemon in 2004 to assist companies operationalized in reducing the depreciation of brand equity. Brand equity was In total, 5,364 respondents

in the context of conjoint measurement.

participated in interviews testing drivers of brand equity for six brands each in apparels. It was found that brands did not hold much beyond their name. Companies holding strong brands will need to define product design & Faison in terms of their perceived functionality across consumer cutting edge methodology to test mindset segmentation by combinations of6

product features as a new basis for brand management was used. In contrast to traditional segments. Companies are to build and position brands around customer segments. The study focused on brands in the textile industry requiring the replication to additional industries. Data from the large-scale study revealed that across categories brand value may not hold much beyond the name in the minds of consumers. It was found that mindset segmentation may be a basis for brand management. Messages that focused on product functionality were found to be stronger drivers of preference of one brand over another. Product quality & design instead of brand names emerged as the primary source of value across segments. Nukhet Harmancioglu (2009): An executive summary for managers and executive

readers can be found at the end of this article. Scholars have taken an interest in impulse purchasing for over 50 years. Not surprisingly, many crucial insights emerge from these studies. For instance, proposed that consumers attempt to control their innate impulsive tendencies because they perceive impulse buying as normatively wrong and do not want to be perceived as immature or lacking behavioral control. Despite the risks and the negative normative associations with such behavior, found that impulse buying is present in most product classes. Their study also reveals that between 27 and 62 percent of department store merchandise is bought on impulse. Agnes Nairn (2008): A total of 40 sites popular with children were inspected and their commercial content discussed with a range of young people and parents across the

country. By and large the internet is a safe, exciting and stimulating environment for children. However, it is also clear that current regulations to protect children from the risks of harm and deception from online commercial agents need to be tightened andmore rigorously enforced or self-policed. One of the most important findings is that 70 percent of sites visited by children are not created with a child-only audience in mind. The advertising merchandising activity is space and

therefore often unsuitable. The majority of TV programmes

watched by children are, of course, also viewed by adults but the existence of the watershed is one attempt made to protect children. Of the adverts encountered across sites, 25 percent were for dating, gambling, credit, surgery and age-restricted products and services. Children were upset by intimate dating material and parents worried about the long-term impact of7

ubiquitous incitement to borrow and gamble. Advertising on sites specifically targeting children was often unfair deceptive. Almost three-quarters of adverts were not labeled and over one-fifth hidden in the site content. While children gradually learn how to tell entertainment from commerce the true nature of advergames was not even understood by 16 year-olds. Free offers were prolific and many employed pressure tactics to urge children to buy immediately using mobile phone or solo cards Gtze Elisabeth(2008):- The purpose of the paper is to analyze children's impact on innovation decision making empirically. This paper is a diary study with 14 parents

depicting their experiences with regard to the topic of interest over a period of two weeks. This paper helps marketers tailor appropriate marketing and innovation strategies. Special attention is given to the familial dynamics in the innovation decision-making process. This is to prevent inter-family conflicts fuelled by the children's requests. This is one of the first attempts to test Rogers' innovation-decision process. Moreover, despite its many bonuses, the diary method has rarely been applied in the context of familial purchase decision making. Children's influence is stronger in earlier stages of the innovation buying process, based on different

communication strategies with differing effects on their parents' purchasing behaviour. Ian Phau (2008): The research findings indicate that status-seeking teenagers have

overall, a more positive attitude toward foreign luxury brand apparel as compared to Australian luxury brands, with the exception of Chinese brands. On the other hand, non-status seeking teenagers reported that they have more positive attitude towards Australianbrands than foreign brands, and consider Australian luxury brands superior to all three foreign brands with regards to ease of care and comfort The research findings indicate that status-seeking teenagers have overall, a more positive attitude toward foreign luxury brand apparel as compared to Australian luxury brands, with the exception of Chinese brands. On the other hand, non-status seeking teenagers reported more positive attitude that they have

towards Australian brands than foreign brands, and consider

Australian luxury brands superior to all three foreign brands with regards to ease of care and comfortShuk-Ching Liu (2008) Tourism is a vital factor for the Hong Kong economy and tourists contribute a substantial amount of purchases to the fashion retail industry. In the8

following, we review some related literature on how tourists, especially those from themainland China, affect retail businesses in Hong Kong. indicate that in the year 2000, shopping expenditure accounted for more than HK$30 billion (50.2 percent) of the total tourism receipts. The shopping expenditure of tourists, therefore, has a great impact on the local economy of Hong Kong. says that the retail sector contributes a significant proportion to the tourism industry and is playing an important role in maintaining a destination's attractiveness. The author points out that tourists spend a considerable amount of time and money on shopping because shopping is an underlying motivation and incentive for people to travel. According to the Tourism Receipts Report for 2001 by the Hong Kong Tourism Board (HKTB), shopping represents the largest part of total spending by the mainland Chinese tourists, taking 63.7 percent of their total spending In addition, the per capita spending on shopping of the mainland Chinese tourists in Hong Kong is HK$3,295, which is ranked at th top position compared to the tourists from other countries. Frank Jacob (2006): its During focus on the past decades, marketing research has

significantlyincreased practitioners' request importance

the study of buyer-seller theoretical

relationships driven by challenge . The growing

for advice

and a perceived

of relationships in business calls for an attempt to explain how relationships

develop and evolve. A commonly accepted explanation of this phenomenon is that relationships are established as a means to overcome the uncertainty as perceived by a potential customer in a market transaction. In this sense relationships are understood as an institution. New institutional economics provides the theoretical foundation for this approach to relationship

research. This risk-based explanation has gained widespread acceptance and has been empirically tested several timeIsabel J. Grant (2006) Isabel J. Grant in his studyBuying behaviour of tweenage girls and key societal communicating factors influencing their purchasing of fashion clothing said that The term teenagers is relatively new in marketing terminology, but has captured the

attention and interest of marketers and many commercial stakeholders in different fields of business, who are or are becoming aware of the huge potential of this group. Tweens are those young people whose ages range from pre-adolescent to 14 years and have been described as9

the richest generation in history and the spending ofthis age group has roughly doubled every ten years over the last three decades Jensen, 2006 Although there is a stable demand for foods , the demand structure may change over time, and there could be a tendency towards other competing products or substitute ones. This is directly linked to such variables as the social and cultural level, purchasing power, and development process of the consumer. Rising consumer income, changing demographics and lifestyles, and shifting preferences due to new information about the links between diet and health all contribute to new demands for foods As the cultural foods increase Eun Joo Park (2005) in his study A structural model of fashion-oriented impulse level and capital incomes

increase, the consumption of carbohydrate foods decreases and the consumption of protein

buying behavior Said that Impulse buying behavior is a sudden, compelling, hedonically complex buying behavior in which the rapidity of an impulse decision process precludes thoughtful and deliberate consideration of alternative information and choices .Several

researchers have reported that consumers do not view

impulse purchasing as wrong;

rather, consumers retrospectively convey a favorable evaluation of their behavior .Other researchers have treated impulse buying as an individual difference variable with the

expectation that it is likely to influence decision making across situations. Judith Cardona Forney (2005):Judith Cardona Formation in his study said that

Emotion that encompasses affect and mood is an important factor in consumer decision making. Typically, emotion is classified into two orthogonal dimensions (e.g. positive, negative). Positive emotion can be elicited by an individual's pre-existing mood, affective disposition, and reaction to current environmental encounters (e.g. desired items, sales promotions).Emotion strongly influences actions including impulse buying . Consumers in more positive emotional states tend to have reduced decision complexity and shorter decision times). Moreover, when compared to negative emotion, consumers with positive emotion exhibited greater impulse buying because of feelings of being unconstrained, a desire to reward themselves, and higher energy levels .

10

Sexton and Perlman (2005) In a study involving single and dual income families reported that dual income wives perceived themselves as less feminine than the single income wives, even though their perceptions of masculinity were not significantly different. The authors suggested that these results were indications that, at very least, career-minded women in the sample perceived themselves as having attributes traditionally regarded as masculine.The authors reported that even though the wives are different in terms of their traditional orientation, they did not show significant differences in terms of power structure in the family. This finding suggests that even though the couples are different in terms of their marital structure, the ideology of marital power is similar McConocho and Tully, 1993 Changes in the economic environment have led to changes in the roles of husbands and wives. The authors concluded that even though changes in the environment brought changes in the decision-making roles, these changes could not be generalized to all products.Sex role orientation involves those values and norms that are related to the duties and responsibilities of each sex. The behavior of each spouse within the family is affected by attitude norms and preferences that each spouse brings into the family. These norms are, in turn, shaped by factors such as individual attitudes, the attitudes of each spouse's parents. Filiatrault and Ritchie, 1980 Younger, more educated couples and couples with higher social class were also found to have modern sex role norms . It was suggested that couples with modern sex role orientations will make more joint decisions relative to couples with more traditional sex role orientations, who will be more likely to have one spouse dominate the decision-making process. Traditional sex roles are rigid and tend to make the decision-making in the family less complicated, i.e. the expected roles and responsibilities of each spouse are quite clear. With the modern sex roles, the expected behavior of each spouse is less predictable due to the flexibilities and autonomy associated with each role, complicating the decision-making process. Green and Cunningham (1975), more women are performing traditionally male

dominated tasks and vice versa, and with increased autonomy, the wife is able to have more influence in decisions within the family. One of those areas affected by the

diminishing sex role distinction is in consumption aspects of family decision-making. The11

findings showed

that husbands of

liberal wives make

relatively

fewer decisions

compared to the husbands of moderate and conservative wives. Decisions related to groceries were found to be wife dominated , and decisions related to life insurance were husband dominated. Decisions regarding the purchase of furniture were reported to be made vacations were reported to be related to the attitudes of the wives. OBJECTIVE OF THE STUDY Objective behind this Term Paper which we are going to conduct on the buying behavior jointly.

Interestingly, decisions related to the purchase of major appliances, automobiles, and

of the male towards branded apparels are: To study & analyse the brand preference of youth in buying branded apparels. To study the most preferred brand in the apparels segment amongst the youth To study impact of psychological factors on buying of youth regarding apparels. To study the factors which influence the buying behaviour for branded apparels

RESEARCH METHODOLOGY Research Design:A research design is an arrangement of conditions for collection and analysis of Data in aResearch Design:A research design is an arrangement of conditions for collection and analysis of Data in a manner that aims to combine relevance to the research purpose with Economy in procedure. It constitutes the blueprint for collection, measurement and

analysis of data. My research design will be exploratory research design. Population of the studyYouth (Male) of Patiala will be included in population. Sampling Size: It is the total number of respondents targeted for collecting the data for the research. Sample size of 100 persons will be taken for this research. Sampling Technique:Random sampling technique will be used in this research project. Sampling Frame:Frame is the list of respondents.

12

DATA PROCESSING Daily data will be entered into MS-Excel sheets. After the exhaustion of the specified geographical area this data will be analyzed using simple graphical and tabulation techniques DATA ANALYSIS & INTERPRETATON 1:Age Below 17 18-20 21-24 Above 2 5 6 34 51 9

Below 17 18-20 21-24 Above 2 5 9% 6% 34% 51%

2 Marital status Single Married 91 9

13

Single Married 9%

91%

3 Your total income that you yourself earn monthly No income Below rs 10000 10000 --20000 20001---25000 Above rs 25000 47 25 17 11 0

No income 20001---25000

Below rs 10000 Above rs 25000 0% 11%

10000 --20000

17%

47%

25%

14

4 Awareness about the International /National Brands of Apparels YES 98 NO 2

YES 2%

NO

98%

INTERPRETATION Graph shows that 98% of the consumer are aware about the international brands,which are in the local market of Patiala

15

5 Degree of preferences of branded apparel among the youth males Mostly preferred Preferred: Moderate Least preferred Not preferred 65 17 10 5 3

Preferences in brand5% 3%

10%

Mostly preferred Preferred

17% 65%

Moderate Least preferred Not preferred

INTERPRETATION In this graph 65% of the customers having most preferred brands .

16

6 Apparel segment mostly like by the youth Ethnic wear Corporate wear Casual wear Sports wear 5 14 51 29

Ethnic wear

Corporate wear

Casual wear

Sports wear

5% 29%

14%

52%

INTERPRETATION Most of the youth in Patiala prefered casual wear that is 51%. Then sports wear is the second preference Of the youth , then comes corporate wear, and at last Ethnic wear that is 5%

17

7 Brands of particular corporate apprel segment which are preferred most Louis Phillips John Players Provogue Arrow Park Avenue Donear Peter England 10 20 26 18 5 4 17

17% 4%

10% Louis Phillips John Players 20% Provogue Arrow Park Avenue

5%

18% 26%

Donear Peter England

INTERPRETATION In this the reapondents give higher resoponse to Provogue, they like it more and on second position John players, third position is hold by arrow because it is a costly brand.then Phillips . park avenue and peter England is not liked by youth.

18

8 Brand of sports wear segment mostly preferred Reebok Nike Adidas Speedo Puma 26 30 25 10 9

Reebok

Nike

Adidas

Speedo

Puma

10%

9%

26%

25% 30%

Interpretation In this the respondent give 30% higher response to nike.they prefer it more. Then comes reebok due to its quality ,adidas is also getting the same reaponse. , puma and speedo got very less responses.these brands are not very much liked by the youth

19

9 Brand mostly preferred in Casual Wear Spykar Pepe Leecooper Lewis Killer Duke Monte carlo 15 10 26 10 30 5 4

Spykar Lewis Monte carlo

Pepe Killer

Leecooper Duke

5% 4% 30%

15% 10% 26%

10%

INTERPRETATION In this question the respondents give higher importance to killer, then on second number leecooper, pepe and lewis are getting the same level of responses. Duke and montcarlo got the least positive response.

20

10: Psychological factors (A) Try for pleasing colour combinations in my clothing Always Usually Sometime Seldom Never 40 10 43 5 2

Usually

Seld

Never 17% 20% 20% 43%

S

eti e

21

(b) Seasonal trials of clothes Always Usually Sometime Seldom Never 30 20 30 10 10

10% 10%

30%

Always Usually

30%

Sometime 20% Seldom Never

22

(C)I Have a long term plan for purchasing more expensive clothes items of clothes Always Usually Sometime Seldom Never 35 29 30 4 2

4% 2% 35% Always Usually Sometime 29% Seldom Never

30%

23

(d) I try to buy clothes with well known labels Always Usually Sometime Seldom Never 30 20 20 10 10

Always Usually Sometime Seldom Never 11% 11% 34% 22% 22%

24

11Rreference group which influence the purchasing Family Friends Co workers Brand itself OthersFamily Friends Co workers Brand itself Others 9% 23% 53% 7% 8%

8 53 7 23 9

Interbypretations This graph shows that 53% of the Youth are highly influenced by their friends.and brand itself is also Another point which becomes the reference group for purchasing.

25

12: Media which males preferred while looking for information Television Radio Newspaper Magazine Internet Other sTelevision Radio Newspaper Magazine Internet Other s 17% 21% 2% 47%

47 3 10 21 17 2

10%

3%

INTERPRETATION This graph shows that 47% of the customers are influenced by Television. It is one of the most preferred mode of media. 21% of the customers are influenced by magazine..and next on internet is the Mode of advertising liked by youth

26

FINDINGS After conducting the whole survey on my project I fount that Branded apparels are mostly preferred by the male youth when there are so many national & international brands are existing in the market in the current fashion oriented generation. Majority of the people are inclined more towards casuals. This is followed by Corporate and Sportswear both getting decent responses. Ethnic comes last with minimal number of respondents preferring ethnic wear. Out of the top ten brands surveyed in casual category, Male prefer Killer because Killer has a wide variety of range to suit all tastes. over the other brands like Lee Cooper, Pepe Jeans and Duke In the corporate category John Players dominates this category with a major share of 15% which is due to excellent promotion by signing Hither Roshan as brand ambassador and best quality of material than other brands followed by the Park Avenue, Excalibur. Provouge,Cambridge In the category of Sports wears Adiadas runs through all other top brands to finish first with 22% share due to its universal appeal and a very popular logo that signifies better

quality. Adidas is mostly liked by the youth over the other brands like rebook Nike ,Puma etc In the Ethnic segment, Millionaire dominates this category with a whooping 18% share Millionaire is followed by Amarsons with 16% share due to its fair advertising and common-man prices. Friends are most favored reference group which influence youth to go for branded apparels while purchasing over other like family & brand itself styles in apparels. Todays youth sometimes ask their friends about their apparels before choosing ones apparel for an event and hence do not care about buying new clothes similar to that of their friends. The youth today, wears what they like irrespective of his/her friends approval. During survey we found that todays youth always prefers new clothes for special occasions

27

In survey we also found

that todays youth always try new clothes without planning

to buy them. They not very often try on different apparels to impress people. Todays youth also very rarely decide on clothes according to their mood and never connect self-confidence with their apparels.

CONCLUSION From the survey that was conducted, we conclude that majority of the people are inclined more towards casuals. This is followed by Corporate and Sportswear both getting decent responses. Ethnic comes last with minimal number of respondents preferring ethnic wear. The survey shows that majority of the sample size seldom tend to update their wardrobe and hence not very often do they opt for pleasing colour combinations and seasonal trial of new styles in apparels. Also todays youth only sometimes cares to be considered as outstandingly well-dressed by their friends, which is majorly responsible for their trial of accessories during the purchase of new apparels. Todays youth majorly tend to go for branded clothes and they always plan long-term for the final purchase. Todays youth sometimes ask their friends about their apparels before choosing ones

apparel for an event and hence do not care about buying new clothes similar to that of their friends. The youth today, wears what they like irrespective of his/her friends approval. The survey also depicts occasions. The survey shows that todays youth always try new clothes without planning to buy them. They not very often try on different apparels to impress people. They also very rarely decide on clothes according to their mood and never connect self-confidence withtheir apparels. that todays youth always prefers new clothes for special

28

LIMITATIONS: There are following constraints of the study which can be explained as: y The time of research was short due to which many fact has been left untouched The Area undertaken in research in Patiala only. But to do a completer research a wide area is required, so the area is also a constraint of the study. Sample for the study taken is of only 100 consumers. Which can also act as a constraint in the study? y While collecting data some of the respondents are not willing to fill the questionnaire, so they might not fill their true behavior. This can also be

aconstraint of the study.

RECOMMENDATIONS After that: In Patiala youth is aware about the National & International brands but some of the brands are not available in Patiala so companies should expand their distribution networks studying the buying behaviour of the youth of Patiala regarding the branded

apparels, what we recommend to the apparels manufacturing as well as marketing companies is

Consumer of the Indian market are very price conscious ,due to very high prices of some international brand consumer is not able to afford that particular brands ,so companies should make some of the stuffs of apparels available at the affordable price as per the

geographical regions. Most of the youth make the decision of buying the apparels when they aw that celebrity is

using & wearing that particular brands like john player brand is promoted by Hritik Roshan. So companies should promote their brands by e endorsing the Celebrity whose personality is matching with the brands.29

REFERENCES Agnes Nairn (2008), Armstrong, G.M., Goldberg, M.E. "Children's uses of cognitive

defenses against television advertising: a cognitive response approach", Journal of Consumer Research, Vol. 14 No.March, pp.471-82. Alford.B., Sherrell, D. (1996), "The role of affect in consumer satisfaction judgments of credence-based services", Journal of Business Research, Vol. 37 No.1, pp.71-84. Batra, R., Sinha, I. (2000), "Consumer-level factors moderating the success of private label brands", Journal of Retailing, Vol. 76 No.2, pp.175-91. Foundation, Flemington, NJ,Buijzen advertising: 503. . M., Valkenburg, P. a parent-child (2003), "The unintended effects of television Buckleitner. W. (2008), Like Taking

Candy from a Baby: How Young Children Interact with Online Environments, Media Tech

survey", Communication Research, Vol. 30 No.5, pp.483-

Bullying Online

(2006), The National Bullying Survey 2006: The Results,

availableat:www.bullying.co.uk/nationalsurvey/thenationalbullyingsurvey_results.pdf (accessed 28 february 2009), Judith Cardona Forney , Gopinath, M., Nyer, P. (2005)., "The role of emotions in marketing", Journal of the Academy of Marketing Science, Vol. 27 No.2, pp.184-206. Kaiser

Family Foundation (2006), It's Child's Play: Advergaming and the Online Marketing of Food to Children, available at: www.kff.org/entmedia/upload/7536.pdf (accessed 7, March,2009), Ian Phau., Gentile, D., Buckley, K. (2007), Attitude of the teenagers toward foreign luxury

brand apparel as compared to Australian luxury brands, Oxford University Press, Oxford, . Isabel J. Grant (2006), "An exploratory assessment of situational effects in buyer behavior", Journal of Marketing Research,, Vol. 11 No. May, pp.156-63

30

Jensen, 2006

, "Determinants of store brand choice: a behavioral analysis", The Journal of

Product and Brand Management, Vol. 6 No.5, pp.315-24. Judith Cardona Forney , Gopinath, M., Nyer, P. (2005)., "The role of emotions in marketing", Journal of the Academy of Marketing Science, Vol. 27 No.2, pp.184-206 .

31