Understanding the Apparel Purchasing Behavior of Youth for Apparel

Apparel has silent but powerful language it shows a person's status in life or occupation. By apparel individuals gain social appreciation and develop positive self-esteem. Youth is one of the most hotly targeted consumer groups. Effective marketing depends on understanding consumer needs and responding with appropriate products. Today youth spend their money spontaneously because of circumstances and pressure from friends and other people. They seek to establish their own individual personas and form behavior patterns, attributes and value. Different types of information sources, Decision making style and attributes are used in present study to evaluate the most functional source of information for Youth, their decision making styles and preferences for attributes while purchasing. This paper explores youth (21–25 years) selection of information source; clothing attributes and finally decision making behavior towards apparel in Jaipur city. The results indicate that youth of Jaipur city is recreational and fashion conscious, they are also confused by over choice while shopping apparel. In the present study there is a significant correlation found between decision making style & clothing attributes and decision making style & information sources.