Customer Preference and Brand Loyalty in Online Apparel Shopping: A Study among Youth Consumers

Abstract

Customer preference plays a crucial role in shaping brand loyalty in the speedily expanding online apparel shopping market, predominantly among youth consumers who are highly influenced by digital platforms and social media. The availability of increasing online apparel brands and intense competition have made essential for marketers to understand the factors that drive preference and loyalty in digital environments. This study aims to examine the impact of customer preference on brand loyalty in online apparel shopping among youth consumers.
The study follow a descriptive and analytical research design. Primary data were collected from youth consumers using a structured questionnaire, while secondary data were obtained from published journals, reports. Customer preference is measured through website usability, product quality, price perception, delivery performance, return policy, and social media influence. Brand loyalty is assessed using repeat purchase intention, brand commitment, and positive word-of-mouth. Statistical tools such as correlation and regression analysis are employed to analyse the relationship between customer preference and brand loyalty.
The results will indicate customer preference will have a significant positive impact on brand loyalty in online apparel shopping. Website usability, reliable delivery, and flexible return policies are identified as the most dominant factors affecting youth loyalty. Social media engagement and online reviews also contribute to building trust and repeats in purchase behaviour. The study aims in contributing to digital commerce and consumer behavior. Review of literature provides practical insights for online apparel retailers to strengthen youth brand loyalty.