Impact of Age on different Deciding Factors of Consumer Buying Behavior

Fashion 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. Fashion has touched every sphere of modern consumers globally. Marketers have realized the immense potential to yield business in this booming segment. In present scenario irrespective of the class, Indian consumers are adopting fashionable items quickly and conveniently with the rise in competition. This study helps to investigate the relationship between the factors which affects the Fashion Apparel buying in reference to different age group of consumers living in Indore city. The factors taken for the study are family, friendship groups, work groups virtual group, celebrity; brand community, Comfort, latest Fashion, expert, price. The Data is collected by distributing the globally accepted structured questionnaire among the respondents who presently living in Indore city and regular buyers of fashion apparels. Convenience sampling method was used with sample size of 111 for collection. Descriptive statistics was used to analysis the demographics and the Chi-square test is applied for the research objectives. The result of this study offers insights and evidence about the relationship between the variables which impact consumer buying behavior for fashion apparels.