A Study on Consumer Preferences Towards Zudio: an Analysis of Buying Behavior and Brand Perception with Special Reference to Zudio at Cross Cut Road Branch, Coimbatore City
Authors-Assistant Professor Dr. G. Arut Geevitha, Mr. Jithin .J
Keyword-Zudio, Consumer Preferences, Buying Behaviour, Brand Perception, Value Fashion, Fast Fashion, Coimbatore.
The Indian fashion retail industry has witnessed the rapid ascent of value fashion formats that deliver trend-driven, affordable clothing to the aspirational middle class. Zudio, a value fashion brand launched by Tata Group's Trent Limited, has emerged as one of the most successful fast-fashion retailers in India, offering stylish apparel, footwear, and accessories at highly accessible price points. This study investigates consumer preferences towards Zudio, analysing the buying behaviour and brand perception of shoppers at the Zudio Cross Cut Road Branch in Coimbatore City. The study employs a structured questionnaire to collect primary data from 120 respondents who have shopped at the Cross Cut Road branch. Key dimensions examined include store ambience, product quality, pricing perception, variety and design appeal, staff behaviour, and overall brand perception.
Doi-[https://doi.org/10.5281/zenodo.20353643]