With the tremendous  growth in  the pattern of consumerism where the consumer has not to satisfy with the limited availability of products and services available in different traditional shops  which is transformed with modern mall- driven culture the  factors that affect their buying decision is also affected by several factors.

Supported by several other factors brought together with the tremendous change in demography, lifestyle, culture, norms and value system followed by changing standard of living, increase in role of working women, disposable income, expenditure pattern and increase in number of manufacturers and service providers there are varied factors that affect the buying decision of customer towards a particular brand especially with reference to purchase of apparels which  not only adds to physical or external satisfaction but are attached to emotional and psychological needs of consumers. Trust, comfort and stylish look seemed to affect brand preference dimension, in Economic category Price of product is seen to affect the brand preference dimension and lastly under product related category.

Since today’s consumer is techno —savvy where by a click information and buying decision and perception towards a brand also changes it is a challenge for manufacturers and service providers to identify factors that affect  brand preference dimensions their purchasing and the  impact of these dimensions on  satisfaction  level of consumers.

The present study aims to focus on factors affecting brand choice dimensions and impact on satisfaction level on the basis of response collected through random sampling through different organized retail outlets in NCR and analyzed using Friedman test and multiple regression analysis. It was found that among Information related factors Promotion, past experience affect brand preference decision, under psychological factors Quality of product is seen to affect brand preference dimension of consumers.

The present study focuses on the fact that at every step of operation and service delivery it is very important for every manufacturer and service provider to keep into consideration the above factors while planning to retain, satisfy and develop a positive perception towards a brand.