MERI-Journal of Management & IT

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Consumer Buying Behavior Regarding Branded Apparel


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1 BCIPS, Dwarka, New Delhi, India
     

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Apparel is one of the basic necessities of human civilization along with food, water and shelter. The Apparel Industry reflects people's lifestyles and shows their social and economic status. The Apparel and Textile industry is India's second largest industry after the ITand Banking sectors. The youth have gained significant importance from marketers in recent years because of their growing purchasing power. They have easy access to credit cards (Schor, 1998) and income from part-time jobs to spend. Students tend to spend money on clothing and beauty products, and find these items to be important. Therefore, college students' apparel shopping orientation is important to research because it is an important sector of consumer behaviour. The purpose of the study is to understand the consumer buying behaviour for branded apparel with reference to youth. Various tools are used for the analysis of the data collected using questionnaire. Chi-square test was done to measure the internal consistency between the multiple measurements of a variable in a questionnaire. The data collected from the designed questionnaires were processed and analyzed by using SPSS tool.

Keywords

Apparel, Consumer Behaviour, Management Students.
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  • Dr. Deepak Chawla, Dr Neena Sondhi,New Delhi, Vikas Publishing House Pvt Ltd, in 2011, Page No :- 397-407

  • Gabay Gillie. (2009), Managing Brand Equity: Capitalizing on the Value of a Brand Name, European Journal of Marketing, Vol. 34 No.½, pp.156.

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Abstract Views: 351

PDF Views: 4




  • Consumer Buying Behavior Regarding Branded Apparel

Abstract Views: 351  |  PDF Views: 4

Authors

Deepali Saluja
BCIPS, Dwarka, New Delhi, India

Abstract


Apparel is one of the basic necessities of human civilization along with food, water and shelter. The Apparel Industry reflects people's lifestyles and shows their social and economic status. The Apparel and Textile industry is India's second largest industry after the ITand Banking sectors. The youth have gained significant importance from marketers in recent years because of their growing purchasing power. They have easy access to credit cards (Schor, 1998) and income from part-time jobs to spend. Students tend to spend money on clothing and beauty products, and find these items to be important. Therefore, college students' apparel shopping orientation is important to research because it is an important sector of consumer behaviour. The purpose of the study is to understand the consumer buying behaviour for branded apparel with reference to youth. Various tools are used for the analysis of the data collected using questionnaire. Chi-square test was done to measure the internal consistency between the multiple measurements of a variable in a questionnaire. The data collected from the designed questionnaires were processed and analyzed by using SPSS tool.

Keywords


Apparel, Consumer Behaviour, Management Students.

References