The presence of multiple National brands in the apparel categories, on one hand, has proved beneficial to the customers in terms of wide choices, on the other hand, has led to immense competition amongst the national brands. The brands are continuously searching for the type of brands which will help them in attracting and retaining customer and ultimately drive business. The purpose of this study is to explore the type of brand which has an impact on customer footfall. The main focus of this quantitative study is to find out real drivers of business for the store. A questionnaire was prepared and a pilot survey was conducted to finalize the questionnaire followed by data collection from one thousand customers. The finding of this study shows that it is a national brand that drives business and there is a significant difference between the footfalls generated by these two forms of brands
Footfall, National brand, Private label.
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