Browsing by Author "MEDORAH JOWELLA FERNANDES"

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    A comparative study on fast fashion brands loyalty among GenZ Males and Females in South Goa
    (ASST PROF. MARYANN KIM GOMES, 2026) DEEPTI PAIK VELIP; ISHARAT KHAN; LEON STEVE MENEZES; MEDORAH JOWELLA FERNANDES; VELREA LUCY FERNANDES
    The fast fashion industry has witnessed rapid growth, especially among young consumers, making it important to understand the factors influencing brand loyalty within this segment. This study was initiated to examine fast fashion brand loyalty among Gen Z males and females in South Goa and to identify the key factors that influence their purchasing behaviour and loyalty patterns. The research is descriptive in nature and is based on primary data collected through a structured questionnaire. A total of 255 Gen Z respondents, including both male and female consumers, were surveyed using convenience sampling. The questionnaire included multiple-choice and Likert scale questions to measure preferences, satisfaction levels, and factors such as price, quality, trend, brand image, and convenience. The collected data was analyzed using percentage analysis, tables, charts, and one Chi-square test to determine the association between gender and selected brand loyalty factors. The findings indicate that factors such as quality, price, and trend play a significant role in influencing brand loyalty among Gen Z consumers. The study also highlights certain differences in preferences between male and female respondents. The research provides useful insights into fast fashion loyalty trends among young consumers in South Goa.