A Study on Consumer Perception and Buying Behaviour towards Branded Apparel Stores in Dharamshala Smart City Muskan

In the contemporary retail landscape, characterized by heightened competition and evolving consumer expectations, understanding the role of consumer perception has become critically important. This study examines customer perception and buying behaviour towards branded apparel stores in Dharamshala smart city. The primary objective of the study is to analyse consumer perception, identify the key factors influencing buying behaviour, and assess the level of customer satisfaction with branded apparel stores. The study adopts a quantitative research design, utilizing both primary and secondary data sources. Primary data was collected from 100 respondents using a structured questionnaire based on a Likert scale, while secondary data was gathered from relevant journals, articles, and online sources. The reliability of the measurement instrument was tested using Cronbach's Alpha, confirming acceptable internal consistency.The research employs Pearson Correlation and Regression analysis to examine the relationship between customer satisfaction and further regression analysis studies the impact of customer perception on buying behaviour. The results reveal a statistically significant positive relationship between consumer perception and buying behaviour, as well as customer satisfaction. Furthermore, regression findings indicate that consumer perception significantly influences both purchasing decisions and satisfaction levels. The study concludes that consumer perception serves as a crucial determinant in shaping buying behaviour and enhancing customer satisfaction in the branded apparel retail sector. The findings offer valuable implications for marketers and retailers to refine their strategic approaches and improve customer experience in a competitive marketplace.