A Study of Factors Influencing the Buying Behaviour of Youth in Indore City for Branded Apparels

Abstract

The present research is about the factors influencing consumer purchase decision at the store outlet for branded apparels. This study explores the popularity of branded apparels and aims to find out if youth are attracted towards branded apparels or if they prefer non-branded apparels. Consumerism and higher brand awareness has driven the Indore youth towards branded apparels. Customers in Indore are increasingly showing preference for branded labels. This study ascertains the factors influencing the customers to move on this segment and determines the major drives responsible for the consumer buying behaviour for their brand preferences. In total 200 samples were taken for this study by selecting Indore, Madhya Pradesh as the sampling frame work. Systematic random sampling was chosen as the sampling method using structured questionnaire. Exploratory factor analysis is used as a statistical tool for data analysis. Price seems to be the major driving force for the customer to decide the purchase.

Keywords: Branded apparels, Buying behavior of youth, Brand Preference, Factor analysis

JEL Classification: M10, M31, M39, L67