Name-Akshada Sirsat-021331025044 Introduction In today’s competitive fashion industry, brand perception plays a crucial role in influencing consumer choice, especially among young consumers such as students. Bags are not only functional accessories but also reflect personality, lifestyle, and social status. Understanding student preferences towards different bag brands is therefore important for marketers and new entrepreneurs. This study focuses on four emerging bag brands — Urban Cove, Velora Bags, Zenvy Carry, and Aurelia Luxe. A survey was conducted among 40 students to evaluate their perception and preference for these brands based on design, quality, style, and overall appeal. The purpose of this study is to identify which brand is most favored by students and to analyze the factors that influence their buying decisions. The findings of this research will help in understanding current trends in the student market and will provide valuable insights for businesses planning to introduce new bag brands or improve existing ones. Objectives of the Study To study and compare student preferences towards four bag brands — UrbanCove, Velora Bags, Zenvy Carry, and Aurelia Luxe. To determine whether there is a significant difference in the average ratings of the selected bag brands using ANOVA technique. Literature Review Previous studies on consumer behaviour suggest that brand image, design, price, and perceived quality strongly influence purchasing decisions of young consumers. Kotler (2020) stated that customer preference is a key indicator of brand success in competitive markets. A study by Sharma & Verma (2019) found that college students are highly influenced by style, peer opinion, and brand reputation while selecting fashion accessories. These studies highlight the importance of evaluating customer perception while introducing new lifestyle brands such as bags.
Data Analysis (Based on Your ANOVA Output) Hypothesis H₀ (Null Hypothesis): There is no significant difference in the average ratings of the four bag brands. H₁ (Alternative Hypothesis): There is a significant difference in the average ratings of the four bag brands. ANOVA Result Interpretation Brand Average Rating Urban Cove 5.60 Velora Bags 5.15 Zenvy Carry 5.95 Aurelia Luxe 6.20 From the ANOVA table: F calculated = 4.9308 F critical = 2.6626 P-value = 0.00267 Since F calculated > F critical and P-value < 0.05, the null hypothesis is rejected. Conclusion of Analysis This indicates that a significant difference exists among the average ratings of the four brands. Among them, Aurelia Luxe received the highest preference, followed by Zenvy Carry, Urban Cove, and Velora Bags.
Final Conclusion The study concludes that student preferences differ significantly across the selected bag brands. Aurelia Luxe emerged as the most preferred brand among students, indicating strong market potential. The findings suggest that brand positioning and design play a major role in influencing young consumers’ choices. References Kotler, P. (2020). Marketing Management. Pearson Education. Sharma, R. & Verma, S. (2019). A Study on Consumer Buying Behavior of College Students. International Journal of Marketing Studies.
