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Close to 80% denim buying decisions influenced by quality: IMRB

Research conducted amongst 16-35 years old branded denim wearers in 10 cities

BS Reporter  |  Ahmedabad 

About 78% denim jeans buying decisions are influenced by quality, followed by 72% by brand, finds a study by IMRB International on the denim industry. Commissioned by Spykar Lifestyles, the IMRB study looked at understanding consumers better in terms of knowing their attitude to the denim jeans category as well as brand health and brand perceptions in relative context. "The company experiments a great deal on new styles and accessories, making them trendy and accessible to the Indian consumer. With good growth in the denim industry and their own expansion plans in the pipeline, ...

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First Published: Thu, March 10 2016. 13:24 IST
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