Compiled by: Nitin kumar

(BFT-14-322)
INTRODUCTION
• Fashion reflects the way the consumer
reacts to and is influenced by social,
economic, technological, and others
environmental forces in our lives.

• Self-concept is a dynamic structure that

changes according to the nature of the social
surroundings or situation (Banister & Hogg,
2006).

• Consumers will change their consumption

behaviour based on a current change in their
self-concepts (Banister & Hogg, 2006).
 CONSUMER PURCHASE BEHAVIOUR OF APPAREL AMONG
COLLEGE GOING STUDENTS:
• College students as a young consumer group have gained significant
importance from marketers in recent years because of their growing
purchasing power.

• They have easy access to debit card (ATM) 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.
i. To study the Indian apparel market in terms of market size and growth.

ii. To study the important demographic, psychological and socio-economic

factors which influence the consumer purchase behaviour for apparel with
reference to college going students & family.

iii. To study how consumer behaviour for apparel is influenced by factors like
family income, gender and peer influence.

OBJECTIVE
 RESEARCH GAP
This study is further motivated by the gap in knowledge of apparel shopping
behaviour in Indian Apparel market and among college going students and the
necessity for manufacturers, retailers, marketers and researchers to gain
scientific knowledge regarding variables influencing apparel shopping
behaviour.
 PROBLEM
DEFINATION
• The research problem that directed
this investigation is: What are the
variables influencing apparel
shopping behaviour within a
multicultural consumer society?
RESEARCH METHODOLOGY
• Research Design:
– A secondary study is done on the apparel market in India
through books and the internet.
– Primary Research collected from students of different
areas, family income, gender, and attitude regarding
purchase behaviour of apparel.
• Data collection: The primary data is collected using a
structured questionnaire.
• Data analysis: The collected data is then analysed using
various quantitative tools.
• Data analysis and findings: Findings is shown in bar
graphs and pictorial diagrams like pie chart.
 DATA ANALYSIS
Influence in Purchase
Quality
Cost
Brand
Sampling design:
Color & design
Lot Size : 35000
(As per 2011 census*)
Sample Size : 40 students

Age : 19-30yrs Influence of media

Male : 24 /advertisements
Female : 16 No
Yes
* Source : http://www.census2011.co.in
Purchase of As per the need
Apparels mostly Discount sites
Occasions
Availability of funds

Mall
Super market
Where to shop Online
Local shops

Latest
All
Traditional
Kind of style Ethnic
suits you most
4%
Apparel categories All
preferred Casual
Formal
Ethnic

Preference
Both
Ready made
Tailor made

17.5%

All
Western
Indian
Type of culture preferred
in apparels
Influence:-
For Apparel
shopping You the most

• Friends
All
• Own preference
Trend
• Parents/husbands
Culture
• Siblings
Tradition
3.3%

Celebrities

• Sometimes
• No
• Yes
 Nature & Usage

• This study will help companies to devise different

strategies to promote their apparel brands based on
preferences of the management students of Patna.

• This study will also fill the gap in knowledge of apparel

shopping behaviour in Indian Apparel market and among
college going students.
 Conclusion

• Students are more influenced with Quality and cost of the

apparel.
• Students prefer shopping during occasions and monthly.
• They prefer latest styles more for shopping.
• They are influenced by all the factors like trend, tradition and
culture.
• Influence of Friends and own preference is more.
• Hence, College students are very important for the “Consumer
behaviour study”
REFERENCES
• Fashion from concept to consumer; 4th
edition; Gini Stephens Frings.

• Assael, H. (1992). Consumer behaviour

and marketing action. (4th ed.). Boston:
PWA-Kent.

• https://www.google.co.in/webhp?sourceid
=chrome-
instant&ion=1&espv=2&ie=UTF-
8#q=consumer%20behaviour%20apparel

• Apparel Shopping Behaviour in apparel-

Research Gate.

• Source : http://www.census2011.co.in