Teenagers’ attitude towards luxury apparels: Gender perspective

The main objective of this research is to examine the importance of adolescents‘ demographics which affect their buying decision for branded apparels and to study consumer awareness for different apparel brands from gender perspective and also to analyse the expenditure made by both males and females o branded apparels. Hence, in this research teens‘ decision making style for luxury brands is investigated using a sample of 346 participants in Delhi and Gurgaon. This research examines the factors affecting purchase decision taking gender as its base. To fulfil the objectives survey technique and chi-square analysis is used. The results showcases that there is no difference in buying frequency, buying expenditure and brand awareness between males and females.