A STUDY ON CONSUMER APPAREL BUYING BEHAVIOUR

Abstract

Due to the proliferation of media, the growth of the smart phone industry, increased internet usage, increased access to information, increased exposure, smaller families, and ambitions for a higher standard of living today, people are more cognizant of their lives now that they have more disposable income. Due to digitization and increase in the number of malls, people are now left with a plethora of choices for apparel purchase. This paper studies the consumer buying behaviour of apparel buyers. With a sample size of 331 selected on convenience basis, the findings of the study revealed that majority of the sample preferred to purchase online over offline modes. Also the buying pattern varies significantly across genders. Moreover it is seen that festive offers have a great influence over apparel customers in a way that if customers finds the offers lucrative , they are willing to go above budget. Also there is a considerable difference in the purchase behaviour across specific age groups with or without festive offers. It is also founded out that the majority of the sample agreed that income has significant influence on their decision to make a purchase.