Browsing by Author "VALENCY RODRIGUES"

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    Factors Influencing Consumer Perception of Branded and Non-Branded Apparel: A Comparative Study Between Gen X And Gen Z
    (2026) ANAIZA NAVE NIASSO; BIYANKA SILVA; CIA MASCARENHAS; TRICIA VAZ; VALENCY RODRIGUES
    This study aims to understand the factors that influence consumer perception of branded and non-branded apparel and to compare the differences in perceptions between Generation X and Generation Z consumers. The research was carried out using a survey method, where primary data was collected from 219 respondents through a structured questionnaire. The responses were recorded using a five-point Likert scale (Strongly Agree to Strongly Disagree) and analysed using mean perception scores to summarise the level of agreement within the cohorts. The findings reveal that factors such as quality, price, brand image, social influence, and income significantly shape consumer perception. The study concludes that Gen X consumers tend to prefer branded apparel for durability, trust, and long-term value, while Gen Z consumers are more influenced by trends, affordability, and social media, often choosing both branded and non-branded apparel based on style and price