This document summarizes a study on the consumer purchase behaviour of apparel among college students in India. The study aims to understand the demographic, socio-economic, and psychological factors that influence students' purchasing of clothing. A survey was conducted of 40 students about their shopping preferences, brand and style influences, and factors like income, gender, and peers that affect their apparel choices. The findings showed that quality and cost are most influential, students prefer shopping during occasions and sales, and friends and personal preferences are the biggest influences on their apparel purchases.

1. Compiled by: Nitin kumar
(BFT-14-322)

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

3. CONSUMER PURCHASE BEHAVIOUR OF APPARELAMONG
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.

4. OBJECTIVE
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.

5. 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.

6. • The research problem that directed
this investigation is: What are the
variables influencing apparel
shopping behaviour within a
multicultural consumer society?
PROBLEM
DEFINATION

7. 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.

8. DATAANALYSIS
Influence in Purchase
Quality
Cost
Brand
Color & design
Influence of media
/advertisements
No
Yes
Sampling design:
Lot Size : 35000
(As per 2011 census*)
Sample Size : 40 students
Age : 19-30yrs
Male : 24
Female : 16
* Source : http://www.census2011.co.in

9. As per the need
Discount sites
Occasions
Availability of funds
Mall
Super market
Online
Local shops
Latest
All
Traditional
Ethnic
Purchase of
Apparels mostly
Where to shop
Kind of style
suits you most
4%

10. Both
Ready made
Tailor made
All
Western
Indian
All
Casual
Formal
Ethnic
Apparel categories
preferred
Preference
Type of culture preferred
in apparels
17.5%

11. All
Trend
Culture
Tradition
• Friends
• Own preference
• Parents/husbands
• Siblings
• Sometimes
• No
• Yes
Influence:-
For Apparel
shopping You the most
Celebrities
3.3%

12. 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.

13. 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”

14. 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