An Analytical Study of Consumer’ Buying Behaviour: With Special Reference to Female Student

Consumer buying behavior is the sum total of a consumer's attitudes, preferences, intentions and decisions regarding the consumer's behavior in the marketplace when purchasing a product or service. The influence of female consumers is great and it will continue to grow. This is why it is important for companies to create a business strategy that includes marketing to women. The study is mainly focused on garment sector and is aimed at helping businessmen to get a better understanding of the Indore female youth market place thus enabling them to embark on selected strategies to effectively reach the Female Market in Indore.

The present study reveals the impact of Price, Quality, Appearance, Brand value, Sales and Promotion, Latest trend in market, comfortability and location on female buying behavior. It was conducted using 150 respondents belonging to Indore aging between 18–20 and 21–23. The study concluded that while purchasing a garment female consumers are influenced by price of the garment followed by quality, brand value, sales promotions, comfortability and latest trends.