Impact of Brand Name on Consumer Preference

Abstract

This paper focuses on the impact of the name of branded fashion and boutique houses on consumer preference for the apparel outlets in Bangladesh. In seeking to expand our understanding of brands and their impact on consumer preference, it assesses the relationship between brand associations which contribute to consumption preference. The results of study indicate that there are impacts of a brand name on consumer preference for the apparel outlets. The main contribution of this paper is the completion of an exhaustive analysis of the brand name effect and its preference.

Full text

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
91
Impact of Brand Name on Consumer Preference
Dr. Haripada Bhattacharjee *
Shahin Ahmed Chowdhury **
Md. Nazmul Hossain ***
ABSTRACT: This paper focuses on the impact of the name of branded fashion
and boutique houses on consumer preference for the apparel outlets in
Bangladesh. In seeking to expand our understanding of brands and their impact
on consumer preference, it assesses the relationship between brand
associations which contribute to consumption preference. The results of study
indicate that there are impacts of a brand name on consumer preference for the
apparel outlets. The main contribution of this paper is the completion of an
exhaustive analysis of the brand name effect and its preference.
INTRODUCTION
To the consumer, the terms "product" and "brand" are often used interchangeably. But actually
there are some differences and it is more correctly used to specifically denote written or spoken
linguistic elements of any product. A product is "something that offers a functional benefit"
(Farquhar 1989, p. 24). A brand, on the other hand, is "a name, symbol, design, or mark that
enhances the value of a product beyond its functional value" (Farquhar 1989, p. 24).
Customers prefer brand names to help them identify quality differences and shop more efficiently
(Kotler, 2000 P. 408; Fogg, 1998). Distributors and retailers want brand names, because brands
make the product easier to handle, hold production to certain quality standards, strengthen buyer
preferences and make it easier to identify suppliers. Consistent quality is a key to successful
branding (Doyle, 1989). Brand is a guarantee to the potential customers (de Chernatony, 1989, Low
& Fullerton, 1994, Irons, 1996). Businesses and consumers alike are willing to pay much for brand
names simply because brand names add value. The added value that a brand name gives to a
product is now commonly referred to as "brand equity" (Aaker 1991).
Jacob (1971- 1977) studies indicate that consumers faced with selection decisions find the brand
name to be the most useful piece of information in making a selection. When offered a choice of
brand name, price or other product attributes information, respondents chose brand name first and
price second. Brand has become shorthand devices created by consumers to enable them to make
product selections quickly, efficiently and on the basis of relevant information (de Chernatony and
Mc William, 1989). In short, the brand name alone has become a decision- making heuristic. The
determinant attributes (Myers and Alpert, 1968) of today's consumer's are quiet different.
Determinant attributes are those product and/or brand characteristics that actually determine which
brand the consumer buys. The attribute may be style, color, ambience, service quality.
* Professor, Department of Marketing, University of Dhaka
** Lecturer, Department of Marketing, University of Dhaka
*** Lecturer, Department of Marketing, University of Dhaka

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
92
The branded apparel market saw a boost due to growing denim demand. Branded clothes have
captivated the market of both menswear and women's wear and slowly catching up in children wear
segment. The consumer has become brand conscious which is a sign of globalization of the apparel
industry. Many consumers use branded commodities as a way of creating identity. The fashion
industry is a multimillion pound industry and the consumption of high-fashion brands can hold
social meaning, allowing consumers to express to others and themselves their individual and social
characteristics through material possessions.
2.0 RESEARCH OBJECTIVES
This report aimed to study the customer attitude and preferences towards the branded and non
branded products and conduct an in-depth study to assess the variables that differentiate both the
groups. The main research objective of this report is:
“To discover and analyze whether there is any impact of brand name on consumer preference for
the apparel outlets”.
Secondary purpose of the study is to report on the empirical findings in respect of the relationships
between various dimensions and variables. So, the specific objectives behind conducting this study
are as follows:
 To identify and analyze the motivating factors those drive the consumers to choose a
branded product.
 To convert a large number of highly correlated variables into a small number of
uncorrelated factors to be used in subsequent multivariate analysis.
 To develop a mathematical relationship between two or more independent variables and an
interval-scaled dependent variable.
 To analyze whether there is any associative relationship between the preference of a
branded fashion house (the dependent variable) and the selected independent variables.
 To measure the strength of this association.
 To examine whether significant differences exist among the groups, in terms of the
predictors variables. That means to reveal whether there is any variable that discriminates
two groups of customers of the dependent variable.
3.0 LITERATURE REVIEW
3.1 Consumer Buying Intention
In a very frequent buying situation, consumers have to choose among products with very similar
intrinsic attributes. Under these conditions they must rely mainly on extrinsic product attributes.
The authors examine the relative importance of brand, an extrinsic attribute and an intrinsic
attribute, on consumers buying intentions, (Flivio Torres Urdan, Andre Torres Urdan, 2001)
focused on the consumers' buying intention. They have found out that differences in subjects'
preferences due to brand name are much higher. This result suggests a strong effect of brand name
on consumers' buying intentions.

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
93
3.2 Dual Branding, How Corporate Names Add Value
A study examines how corporate names add value to branded, fast-moving consumer non-durable
goods (John Saunders, Fu Guoqun 1997). It uses conjoint analysis to test combinations of brand
names, corporate names and prices of confectionery courtliness. The results show that both brand
names and corporate names add value although some add more value than others. The market is
price sensitive so pricing above a threshold level wipes out much of the influence of corporate and
brand names. The sensitivities to names and price do not vary with the a priori segment tested,
although natural clusters of customers show differences.
3.3 The Role of Brand Name in Obtaining Differential Advantages
"Journal of Product & Brand Management" (A. Belen del Rio, Rodolfo Vazquez, Victor Iglesias,
2001) in the brand equity literature, little attention has been paid to comparing the role of product
and brand name attributes in obtaining differential advantages. This work presents a framework for
analysis based on the benefits of these attributes as conceived by consumers. Two types of benefits
are identified in both attributes - functional and symbolic benefits - and the dimensions of each of
these benefits are specified. In line with the consumer assessments of six brands of sports shoes,
found evidence in the Spanish market that in the benefits associated to the brand name consumers
observe greater differences between the brands than in the product-associated benefits. This result
suggests that the brand name can be a key strategy for the firm to enjoy comparative advantages.
3.4 Consumer Preference Models
Consumer preference models are widely used in new product design, marketing management,
pricing and market segmentation (Turksen Wilson, 2002). The potential improvements in market
share prediction and predictive validity can substantially improve management decisions about
what to make (product design), for whom to make it (market segmentation) and how much to make
(market share prediction).
3.5 Consumer Preference Study
Consumer Preference Study is a program that explores factors that affect local consumers' shopping
decisions (Alan Corr, 2003). Local consumers describe their preferences, offer opinions about
business strengths, and make suggestions for improvement. These consumers also provide
impressions of the general shopping environment that have an impact on economic leakage.
Consumer education is also a part of the study, and each of the local consumers involved learned
about locally available products and services that they were unaware of prior to the study. A
general survey mailed to each of the participating consumers provides communities with
information concerning where local dollars are being spent, and products sand services to add in
order to retain those dollars locally.

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
94
4.0 METHODOLOGY
The conclusive (descriptive) research presented in this paper examines the impact through a
regression analysis. The factor and discriminant analysis has also been conducted. Through this
study, researchers have also tried to make a percentage of the different categories as we know that
fashions may vary significantly within a society according to age, sex, generation, occupation and
geography and as well as over time. Also analyzed the reasons or the variables for which fashions
of these categories vary.
From this study, more specifically, the following questions are investigated: What is the impact of
brand name on consumer perceptions of apparel? Does the environment of store influence
consumer perceptions? What is the difference between the consumer perceptions on branded and
non-branded apparel? Do the effects of brand name depend on different independent variables?
This paper addresses the strategic relationship of brand with perceived product, service,
information preference match and the impact of preference match on consumer "willingness to
purchase".
5.0 ABOUT BRANDING
A brand is name, term, sign, symbol or design or a combination of theory intended to identify
goods and services of one seller or group of sellers and to differentiate them of competitors (Aaker,
1991). Brand identifies the seller or maker. A brand is a seller's promise to deliver a specific set of
features, benefit and services consistent to buyers.
In marketing terms, a brand is a collection of images and ideas representing an economic producer;
more specifically, it refers to the concrete symbols such as a name, logo, slogan, design scheme.
Brand recognition and other reactions are created by the accumulation of experiences with the
specific product or service, both directly relating to its use, and through the influence of
advertising, design and media commentary. A brand is a symbolic embodiment of all the
information connected to a company, product or service. A brand serves to create associations and
expectations among products made by a producer.
5.1 The Importance and Advantages of Brand Name
 Brand name gives the company "market power" to charge more than its competitors.
 Branding gives the seller opportunity to attract a loyal and profitable set of customers.
Brand loyalty gives sellers some protection form competition.
 Branding helps segmenting markets. The seller can offer same generic product in different
brand names.
 Strong brands help build the corporate image, making it easier to launch new brand and
acceptance by distributors and consumers.
 Use of financial characteristics enables consumers to rapidly categorize the brand in their
mental sets.
 The brand name makes it easier for the seller to process orders and track down problems.
 The sellers name and trademark provide legal protection of unique product features

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
95
5.2 Variety of Brand Name
Brand names fall into one of three spectrums of use:
1. Descriptive
2. Associative or
3. Freestanding
Descriptive brand names assist in describing the distinguishable selling point(s) of the product to
the customer (eg Snap Crackle & Pop or Bitter Lemon).
Associative brand names provide the customer with an associated word for what the product
promises to do or be (e.g. Walkman, Sensodyn or Natrel).
Finally, freestanding brand names have no links or ties to either descriptions or associations of use
(e.g. Mars Bar or Pantene).
6.0 EMERGENCE OF MALL CULTURE IN BANGLADESH
Perhaps the most famous yarn from this part of the subcontinent was Dhaka Muslin, a superfine silk
yarn embellished with intricate hand embroidery. Bangladesh is also in the proud position of being
able to boast of a variety of other handmade crafts like Jamdani, Rajshahi Silk, Reshmi silk, among
others.
Mall culture is growing very steadily here in Bangladesh. Eastern Plaza, a 10-storied shopping mall
on the busy crossroads of Dhaka's Hatirpul area, was the pioneer retail destination to introduce
centrally air-conditioned interiors, escalators and elevators first time in Dhaka. Bashundhara City,
South Asia’s largest shopping mall at Panthapath, Dhaka has given the mall culture a big
momentum. In Dhanmondi area there is Rapa Plaza, a massive six-storied structure adjacent to
Road No. 27, targeted towards every segment of society. Alpona Plaza, Rangs Anam Plaza, Keari
Plaza, Dhanmondi Capital Market of Dhaka city are doing their business with good reputation.
These retail outlets have also launched clothing line under private labels, manufactured and sold by
them.
6.1 Leading Fashion & Boutique Houses in Bangladesh
Many fashion and boutique houses have emerged recently in Dhaka city. Among them some
prominent houses like Arong, Anjan’s, KayKraft, AnDes, Cats Eye, Monsoon Rain , Menz Club,
Kumudini, Doorjee Bari, Nipun, Artisti, Yellow, DD (Dressy Dale), OG, Deshal, 02, Banglar Mela,
Ecstasy, etc., Kingbandantee, Nogordola, Jatra, Rang, Falguni, Boishakhi etc. have taken the
leading role for the young and adult clienteles.

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
96
7.0 RESULTS AND DISUSSIONS OF THE ANALYSIS
To get the results of factor analysis, regression analysis and discriminant analysis, researchers used
SPSS, a popular computer program for analyzing marketing data.
7.1 Factor Analysis
There were a large number of variables, most of which are correlated and which must be reduced to
a manageable level. For the purpose of data reduction and summarization, relationships among sets
of many interrelated variables are examined and represented in terms of few underlying factors. So,
by using analysis, have examined the whole set of interdependent relationships among variables.
Here, variables are not classified as dependent or independent.
At first a correlation matrix and test the appropriateness of factor were constructed. Bartlett's' test of
sphericity is used to test the hypothesis that variables are uncorrelated in the population.
7.2 Correlation Matrix
For the factor analysis to be appropriate, the variables must be correlated. If the correlations
between all the variables are small, factor analysis may not be appropriate. Respondents in many
survey were asked to rate the variables in a 7-point rating scale. The 17 variables are:
 Age
 Importance attached to the quality of fabrics
 Attitude toward the current trend & changing fashion
 Desire to create personal identity
 Attitude toward the creative experiment on color combination
 Importance attached to the customer service
 Importance attached to the overall finishing quality
 Preference for the unique designs, styles & special features
 Importance attached to the reliability & trustworthiness
 Preference for the native rich craft heritage of Bangladesh
 Importance attached to quick decision making in product selection
 Preference for the exclusive collection
 Preference for the fixed price to avoid hassles and haggling price
 Preference for handlooms like cotton, khadi, khaddar & taanth
 Importance attached to the shopping environment & interior
 Preference for the bright shades of synthetics
 Confidence & capability in bargaining.
The Correlation Matrix constructed from the primary data; there are relatively high correlations
among desire personal identity, importance attached to the overall finishing quality, preference for
the unique designs, styles & special feature, importance attached to the reliability &
trustworthiness, preference for the exclusive collection. So, it is expected that these variables are
correlated

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
97
Likewise, there are relatively high correlations among importance attached to the quality of the
fabric, attitude toward current trends, attitude toward the current trend and changing fashion,
attitude toward the creative experiment on color combination. These variables are also expected to
correlate with the factors.
Again there are relatively high correlations among importance attached to quick decision making in
product selection, preference for the fixed price to avoid hassles and haggling, confidence &
capability in bargaining. These variables are also expected to correlate with the same factors.
There are relatively high correlations among preference for handlooms like cotton, khadi, khaddar
& taanth, preference for the bright shades of synthetics. So, it is expected that these les are
correlated with the same set of factors.
There are relatively high correlations among importance attached to the customer service,
preference for the native rich craft heritage of Bangladesh, importance attached to the shopping
environment & interior. So, it is expected that these variables are correlated with the set of factors.
7.3 KMO and Bartlett's Test
Researchers used the Bartleft's test of sphericity to test the null hypothesis that the variables are
related to the population. In other words, the population correlation matrix is an identity matrix.
The null hypothesis, that the population correlation matrix is an identity matrix, is rejected by the
Bartlett's test of sphericity.
It was found that the approximate chi-square statistics is 436.388 with 136 degree of freedom
which is significant at .05 level. The value of the KMO statistic is .647 which is also large (>0.5).
The Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy is an index used to examine the
appropriateness of factor analysis. High values (between 0.5 and 1.0) indicate factor analysis is
appropriate, Values below 0.5 imply that analysis may not be appropriate. So, the factor analysis is
considered an approximate technique for analyzing the data. Using varimax rotation, have reduced
the 17 variables into 6 uncorrelated factors having eigenvalue greater than 1.0.
Have used principle component analysis and total 17 variable included in the factor analysis.
7.4 Communalities
In the table under community, initial column. It can be seen that communality for each variable is
1.0 as unities are inserted in the diagonal of the correlation matrix. The second column under
'Commonalities' gives relevant information after the desired numbers of factors have been
extracted. The commonalities for variables under 'Extraction' are different than under 'Initial'
because all of the variance associated with the variables are not explained unless all the factors are
retained.

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
98
Table1
Communalities
Initial
Extraction
Age
1.000
.792
Attitude toward the creative experiment on color combination
1.000
.727
Attitude toward the current trend & changing fashion
1.000
.804
Importance attached to the customer service
1.000
.693
Importance attached to the overall finishing quality
1.000
.507
Preference for the unique designs, styles & special features
1.000
.769
Importance attached to the quality of fabrics
1.000
.772
Importance attached to the reliability & trustworthiness
1.000
.618
Desire to create personal identity
1.000
.732
Preference for the native rich craft heritage of Bangladesh
1.000
.568
Importance attached to quick decision making in product selection
1.000
.787
Preference for the exclusive collection
1.000
.550
Preference for fixed price to avoid hassles and hugging price
1.000
.875
Preference for handlooms like cotton, khadi, khaddar & taanth
1.000
.712
Importance attached to the shopping environment & interior
1.000
.645
Preference for the bright shades of synthetics
1.000
.679
Confidence & capability in bargaining
1.000
.679
Source: Primary Data Collection
7.5 Initial Eigenvalues
The table below gives the eigenvalues. The eigenvalues for the factor are as expected, in decreasing
order of magnitude as I go from factor I to factor 17. The eigenvalue for a factor indicates the total
variance attributed to that factor. The total variance accounted for by all the seventeen (17) factors
is 17, which is equal to the number fo variable. Factor 1 account for a variance of 3.643, which is
(3.643/17) or 21.430% of variance. Likewise, the second factor accounts for (2.512/17) or 14.777%
of the total variance. The third factor accounts for (2.172/17) or 12.775% of the total variance. The
fourth factor accounts for (1.424/17) or 8.375% of the total variance. The fifth factor accounts for
(1.111/17) or 6.536% of the total variance. The sixth factor accounts for(1.049/17) or 6.168% of the
total variance. Here, the first six (6) factors combined account for 70.062% of the total variance.

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
99
Table 2
Initial Eigenvalues
Component
Total
% of Variance
Cumulative %
1
3.643
21.430
21.430
2
2.512
14.777
36.207
3
2.172
12.775
48.982
4
1.424
8.375
57.357
5
1.111
6.536
63.894
6
1.049
6.168
70.062
7
.860
5.061
75.123
8
.726
4.273
79.396
9
.704
4.143
83.540
10
.656
3.861
87.401
11
.498
2.932
90.332
12
.398
2.343
92.675
13
.336
1.975
94.650
14
.294
1.731
96.380
15
.229
1.349
97.729
16
.223
1.312
99.041
17
.163
.959
100.000
Source: Primary Data Collection
7.6 Extraction Sums of Squared Loadings
The 'Extraction sums of square loadings gives the variances associated with the factors that are
retained. These are the same as under 'Initial Eigenvalues'. The percentage-variance accounted by a
factor is determined by dividing the associated eigenvalue with the total number of factors (or
variables) and multiplying by 100. Thus, the first factor accounts for (3.643/17) x100 or 21.430%
of the variance of the six variables. Likewise, the others accounts for 14.777%, 12.775%, 8.375%,
6.536% and 6.168% respectively.
Table 3
Extraction Sums of Squared Loadings
Total
% of Variance
Cumulative %
3.643
21.430
21.430
2.512
14.777
36.207
2.172
12.775
48.982
1.424
8.375
57.357
1.111
6.536
63.894
1.049
6.168
70.062
Source: Primary Data Collection

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
100
7.7 Determining the Number of Factors
Several considerations are involved in determining the number of factors. Determination based on
Eigenvalues, to this approach, only factors with eigen values greater than one (1) are retained, the
other factors are not included in the model. Hence, only six (6) factors with a variance greater then
1.0 are included. Table 4
Retained Eigenvalues
Component
Total
% of Variance
Cumulative %
1
3.643
21.430
21.430
2
2.512
14.777
36.207
3
2.172
12.775
48.982
4
1.424
8.375
57.357
5
1.111
6.536
63.894
6
1.049
6.168
70.062
7
.860
5.061
75.123
8
.726
4.273
79.396
9
.704
4.143
83.540
10
.656
3.861
87.401
11
.499
2.932
90.332
12
.398
2.343
92.675
13
.336
1.975
94.650
14
.294
1.731
96.380
15
.229
1.349
97.729
16
.223
1.312
99.041
17
.163
.959
100.000
Source: Primary Data Collection
7.8 Determination based on percentage of variance
According to this approach, the number of factors extracted is determined so that the cumulative
percentage of variance extracted by the factors reaches a satisfactory level. The extracted should
account for at least 60% of the variance. Here, the six (6) factors accounts for 70.06% of the total
variance.
Table 5
Extraction Sums of Squ Loadings
Total
% of Variance
Cumulative %
3.643
21.430
21.430
2.512
14.777
36.207
2.172
12.775
48.982
1.424
8.375
57.357
1.111
6.536
63.894
1.049
6.168
70.062

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
101
7.9 Rotated Component Matrix (a)
Table 6
Rotated Component Matrix (a)
Component
1
2
3
4
5
6
Age
.184
-.178
-.072
.062
-.079
.843
Attitude toward the creative experiment
on color combination
-.464
.529
-.420
.048
-.038
-.229
Attitude toward the current trend &
changing fashion
-.101
.832
-.089
.122
-.004
-.281
Importance attached to the customer
service
.430
.155
.091
-.091
.571
.376
Importance attached to the overall
finishing quality
.703
-.030
.028
-.009
-.036
-.096
Preference for the unique designs, styles
& special features
.737
.239
.079
-.207
.347
.002
Importance attached to the quality of
fabrics
.300
.807
.118
.043
.103
.072
importance attached to the reliability &
trustworthiness
.593
.102
-.154
.464
-.034
.127
Desire to create personal identity
.670
.224
-.023
-.123
.371
.282
Preference for the native rich craft
heritage of Bangladesh
.245
.206
-.016
.334
.549
-.231
Importance attached to quick decision
making in product selection
.060
.128
.854
-.146
-.131
-.007
Preference for the exclusive collection
.684
-.176
-.097
.081
-.062
.175
Preference for fixed price to avoid
hassles and haggling price
-.097
.562
.580
.100
.185
.412
Preference for handlooms like cotton,
khadi, khaddar & taanth
.101
.200
-.051
.779
.130
-.188
Important attached to the shopping
environment & interior
-.092
-.066
-.118
.095
.779
-.046
Preference for for the bright shades of
synthetics
.233
.067
.095
-.721
-.061
-.297
confidence & capability in bargaining
.108
.147
-.794
.043
.021
.115
Source: Primary Data Collection

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
102
Following six (6) factors include the 17 variables
Preference for the Unique and Exclusive Design with Consistent Quality
 Importance attached to the overall finishing quality
 Preference for the unique designs, styles & special features
 Importance attached to the reliability & trustworthiness
 Desire to create personal identity
 Preference for the exclusive collection
Attitude towards the Tradition and Manifestation of Culture
 Attitude toward the current trend & changing fashion
 Importance attached to the quality of fabrics
 Attitude toward the creative experiment on color combination
Importance Attached to the Ease of Shopping
 Importance attached to quick decision making in product selection
 Preference for the fixed price to avoid hassles and haggling price
 Confidence & capability in bargaining
Preference for the Local Taste of Typical Bangladeshi Artwork and Fabrics
 Preference for handlooms like cotton, khadi, khaddar, taanth
 Preference for the bright shades of synthetics.
Attitude Toward the Comfortability and Enjoyment in Shopping
 Importance attached to the customer service
 Preference for the native rich craft heritage of Bangladesh
 Importance attached to the shopping environment & interior
 Age
7.9 Regression Analysis
Researchers have conducted a multiple regression analysis. The six factors got from the factor
analysis are used as independent variables in the regression analysis. Here the dependent variables
is consumer preference for the branded fashion and boutique houses and the t variables are
preference for the unique and exclusive design with consistent attitude toward the tradition &
manifestation of culture, importance attached to the shopping, preference for the local taste of
typical Bangladeshi artwork and fabrics, toward the comfortability & enjoyment in shopping and
age.
At first, the overall test is conducted by using F statistic.
The significance of the partial coefficient for all the variables is tested by t-statistic

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
103
Table 7
Model Summary
Model
R
R Square
Adjusted R
Square
Std. Error of
the Estimate
1
.709(a) .502
.502
.459
1.145
Source: Primary Data Collection
Predictors (Constant): Age, Attitude toward the comfortability & enjoyment in shopping,
preference for the local taste of typical Bangladeshi artwork and fabrics, importance attached to the
ease of shopping, attitude toward the tradition & manifestation of culture, preference for the unique
and exclusive design with consistent quality.
Here, the multiple correlation coefficients, R is .709 and the square of the multiple correlation
coefficient or the coefficient of multiple determination, R2 is .502. It is then adjusted for the
number of independent variables and the sample size to account for diminishing returns and the
adjusted R is .459 with a standard error of 1. 145.
The significance of the partial coefficient for all the variables are tested by t-statistics and here,
 In case of unique and exclusive design with consistent quality, the value of t statistics,
t=5.898, with 68 degrees of freedom which is significant at the level of 0.05.
 In case of tradition & manifestation of culture, the value of t statistics, t =.842, with 68 of
freedom which is not significant at the level of 0.05.
 In ease of shopping, the value of t statistics, t =2.174, with 68 degrees of freedom which is
significant at the level of 0.05.
 In case of local level taste of typical Bangladeshi artwork and fabrics, the value of t
statistics, t=3.443, with 68 degrees of freedom which is significant at the level of 0.05.
 In case of comfortability & enjoyment in shopping, the value of t statistics, t =.031, with 68
freedom which is not significant at the level of 0.05.
 In case of age, the value of t statistics, t = 4.074, with 68 degrees of freedom which is t at
the level of 0. 05.
Therefore preference for the unique and exclusive design with consistent quality is strongly with
the preference for a branded fashion and boutique outlet. Besides, attitude toward tradition &
manifestation of culture is not related with the preference for a branded outlet. Importance attached
to the ease of shopping is another variable that correlated with the preference. Preference for the
local taste of typical artwork and fabrics is also related with the preference whereas, attitude toward
the comfortability & enjoyment in shopping is not a factor or variable that have any impact on the
preference for a branded fashion and boutique shop. Age is strongly related with the for a branded
apparel stores.
So the regression model is,
Y= 4.773+.785(Unique & exclusive design with consistent quality)+.289 (Ease of shopping)
+.458 (Local taste of typical Bangladeshi artwork & fabrics) +.542 (Age)

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
104
7.10 Discriminant Analysis
To get the results of discriminant analysis, have used SPSS, a popular computer program for
analyzing marketing data. The six factors I have got from the factor analysis are used as variables
in the discriminant analysis. Here the dependent variable is the the apparel outlets. Data is obtained
from a sample of 75 buyers. Those who buy branded fashion and boutique house are coded as 1 and
those who buy from a apparel outlet is coded as 2. Besides, the independent variables are
preference for the exclusive design with consistent quality, attitude toward the tradition &
manifestation of culture, importance attached to the ease of shopping, preference for the of typical
Bangladeshi artwork and fabrics, attitude toward the comfortability & in shopping and age.
In research project, two-group discriminant analysis is used to examine whether those who are
buyer of the branded fashion and boutique houses, versus those who are buyer of nonbrand apparel
outlet, attached different relative importance to the different factors of the choice criteria.
7.11 Cross Tabulations 1
Is the preference of the customers for branded and non-branded apparel outlets related with their
age?
Age
Preference: Apparel Outlets
Total
Branded
Nonbranded
(%)
(%)
21-30
8
32
17
68
25
31-40
21
84
4
16
25
41-50
18
72
7
28
25
Total
47
62.67
28
37.33
75
7.12 Cross Tabulations 2
Is the preference of the customers for branded and non-branded apparel outlets related with sex?
Age
Preference: Apparel Outlets
Total
Branded
Nonbranded
(%)
(%)
Male
25
64.10
14
35.90
39
Female
22
61.11
14
38.89
36
Total
47
28
37.33
75

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
105
7.13 Cross Tabulations 3
Is the preference of the customers for branded and non-branded apparel outlets related with age &
sex?
Male
Female
Brand
Nonbrand
Total
(Male)
Brand
Nonbrand
Total
(Female)
21-30
1
12
13
7
5
12
25
31-40
12
1
13
9
3
12
25
41-50
12
1
13
6
6
12
25
Total
25
14
13
22
14
36
75
8.0 SUMMARY AND IMPLICATION OF THE STUDY
Earlier, buying designer wear outfit was a very costly affair and upper class people could only
effort them. But now it is possible for the common people to wear designer clothes. This change
occurred due to popularity of diffusion of fashion and reliability and trustworthiness for a
brand name. This study shows that brand name can strengthen buyer preference. Brand
name has effects in terms of its importance and usefulness in their decision making. Many
consumers use branded commodities as a way of creating identity. People believe that branded
fashion houses combine creativity with sound fabric sense and they experiment with colors.
This study has clear implications for the fashion designers, fashion houses and boutique shop. It
demonstrates the role of brand name and observed differences in two groups of the
non-branded apparel customers. Fashion and boutique houses conceive, express our native
rich craft heritage & typical Bangladeshi artwork, fabrics in there dresses. This issue should be
highlighted and promoted. The fashion houses should advertise to de-motivate the use of
foreign fabrics and promote and encourage buying Bangladeshi products of our native designers.
They should reduce their price as people think that fashion and boutique shops convince
consumers to pay remarkably high s which are inherently extremely cheap to make. Consumers
pay a higher price for brand-name products than for products that do not carry an established brand
name. This involves paying extra for what some consider an identical product that merely has been
advertised and promoted, brand names may appear to be economically wasteful.
.
Using six variables of consumer's brand preference, this study successfully identified two apparel
consumer types. These results provide strong evidence that brand name adds value to the
consumers. They believe that clothing communicates social identity rather than personal identity
and it delivers social messages to other humans. They enjoy the diversity that fashion can
apparently provide. Consumers with varying levels of product involvement view brands very
differently, justifying a need to use diverse marketing approaches based on impressions formed for
a particular brand.
Thus, this paper also suggests that marketing managers have to successfully trade on brand images
and comprehend the complexities of these factors, which can lead to new high brands and better
matching of brands and consumers. Fashion leads to particular consumption habits, and therefore

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
106
important strategic marketing approaches have to be applied by the fashion industry in an attempt
to maintain long-term success. Study found people believes that fashion and boutique shops are
able to beautifully balance a combination of color pattern and stitches. Although similar general
impression can be formed, not all consumer types view the same brand alike.
Bangladeshi market for fashionable wear is thriving, thanks to the new generation of designers who
are trying to create original styles. The young and the fashion-hungry no longer have to look for
foreign garments to look trendy and cool. Fashion houses combine creativity with sound fabric
sense may well become chic enough to hit the global markets. The brand name effects reflect the
incremental value added by its brand name. This result suggests a strong effect of brand name on
consumers' buying intentions. It identifies many important determinants of brand preference and
yields clear implications for marketing of both national and retailer brands.

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
107
References:
Books
1. Naresh K. Malhotra, Marketing Research: An Applied Orientation, 4 ed., Pearson Education
(Singapore) Pte. Ltd., Indian Branch, 482 F.I.E. Patparganj, Delhi 110 092, India, 2006.
2. Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and
Managing Brand Equity, 2 edition, Pearson Education Pte, Ltd., Indian Branch, 482
F.I.E. Patparganj, Delhi 110 092, India, 2003.
Articles and journals
1. Belen del Rio, Rodolfo Vazquez, Victor Iglesias, 'The role of the brand name in obtaining
differential advantages', Journal of Product & Brand Management,'MCB UP Ltd., 200],Page: 452 -
465.
2. George Baltas, Charalabos Saridakis, 'Brand-name effects, segment differences, and product
characteristics: an integrated model of the car market', Journal of Product & Brand Management,
Emerald Group Publishing Limited, 2009, Page: 143 - 15 1.
3. Tigert, D. J., Ring, L. J. and King, C. W., 'Fashion involvement and buying behavior: A
methodological study', Advances in Consumer Research, 1976, pp. 46-52.
4. Imran S. Currim, Rakesh K. Sarin, "A Comparative Evaluation of Multiattribute Consumer
Preference Models", Management Science, May 1984, Vol. 30, No. 5, pp. 543-561.
5. Pingjun Jiang, 'The role of brand name in custornization decisions: a search vs experience
perspective', Journal of Product & Brand Management, Emerald Group Publishing Limited, 2004,
pg. 73 - 83.
6. John Saunders, Fu Guoqun, 'Dual branding: how corporate names add value', Journal of
Product & Brand Management, MCB UP Ltd, 1997, pg. 40 - 4 8.
7. George Baltas, 'Determinants of store brand choice: a behavioral analysis' Journal of
Product & Brand Management, MCB UP Ltd, 1997, pg. 315 - 324.
8. Tephen S. Porter, Cindy Claycomb , 'The influence of brand recognition on retail store
image', Journal of Product & Brand Management, MCB UP Ltd, 1997, pg 373 - 387.
9. Randall G. Chapman, "Brand Performance Comparatives", Journal of Product & Brand
Management, MCB UP Ltd, 1993, pg. 42 - 50.
10. Torres Urdan, FlAvio and Torres Urdan, Andre, "The Effect of Brand Name and Taste on
Consumers' Buying Intentions: An Experimental Analysis".
11. Sriram, S., Chintagunta, Pradeep K. and Neelamegham, Ramya, "Effects of Brand
Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets",
Marketing Science.
12. Schroeder, Jonathan E., "Brand Culture: Trade Marks, Marketing and Consumption", trade
marks and brands: an interdisciplinary critique, Jane Ginsburg, Lionel Bently and Jennifer Davis,
eds., Cambridge University Press, 2008, pp. 161-176.
13. O'Cass, A. and Frost, H., "Status brands: Examining the effects of non-product-related
brand associations on status and conspicuous consumption", Journal of Product and Brand
Management, 2002, 11 (2): 67-8 8.

Dhaka University Journal of Business Studies, Vol. XXXIII, No. 1, 2012
108
14. Richard Spoth, "Applying conjoint analysis of consumer preferences to the development of
utility-responsive health promotion programs
15. Klaus G. Grunert, Lars Esbjerg, Tino Bech-Larsen, Karen Brunso, Hans Jorn Juhl ,
"Consumer preferences for retailer brand architectures: results from a conjoint study", International
Journal of Retail & Distribution Management, Emerald Group Publishing Limited, 2006.
16. Prisana Suwannaporn, Anita Linnemann, Ravipim Chaveesuk "Consumer preference
mapping for rice product concepts", British Food Journal, Emerald Group Publishing Limited,
2008.
17. Fareena Sultan, Roy B. Henrichs , "Consumer preferences for Internet services over time:
initial explorations", Journal of Consumer Marketing, 2000.
18. Hye-Shin Kim, "Predicting consumer preference for fast-food franchises: a data mining
approach", Journal of the Operational Research Society, advance online publication, 30 July 2008.
19. Turksen, 1. B.; Wilson, 1. A., "Consumer preference models: fuzzy theory approach".
20. Alan Corr, "Consumer Preference Study".
21. lmran S. Currim, Rakesh K. Sarin, "A Comparative Evaluation of Multiattribute Consumer
Preference Models", Management Science, May 1984.
22. Chung L. Huang, "Consumer preferences and attitudes towards organically grown produce",
March 1, 1995.
23. Jo Ann Robbins, "A Simple Method to Determine Consumer Preference".
24. John Femie, Christopher Moore, Alexander Lawrie, Alan Hallsworth, 'The
internationalization of the high fashion brand: the case of central London', Journal of Product &
Brand Management, MCB UP Ltd, 1997, 6 (3), pg. 151-162.
25. Christopher M. Moore , 'From rags to riches - creating and benefiting from the fashion
own-brand', International Journal of Retail & Distribution Management, MCB UP Ltd., 1995, 23
(9), Page: 19 - 27.
26. Ronald E. Goldsmith, Mary Ann Moore, Pierre Beaudoin, 'Fashion innovativeness and
self-concept: a replicatio', Journal of Product & Brand Management, MCB UP Ltd, 1999, 8 (1),
Page: 7 - 18.
Websites
1 . http://her.oxfordjournals.org/cgi/content/abstract/4/4/439
2. http://erae.oxfordjournals.org/egi/content/abstract/23/3/331
3. http://www.ncrcrd.iastate.edu/cdinv/econdev/NE-consumer.htm
4. http://adsabs.harvard.edu/abs/1993SPIE.2061..203T
5. http://www.emeraidinsight.com/1 0. 1108/07363760010341036
6. http://www.emeraldinsight.com/ 10. 1108/00070700810877906
7. http://www.emeraidinsight.com/10.1 108/09590550610675921
8. http://www.joe.org/joe/2003october/tt4.php
9. http://www.emeraidinsight.com/1 0. 1108/10610429910257904
10. http://www.emeraldinsight.com/10.1 108/10610420210423455
11. http://www.emeraldinsight.com/I 0. 1108/10610429710175673
12. http://www.emeraidinsight.com/10.1 108/09590559510098672