Management Today

Lifestyle changes, rising aspiration and favorable demographics is actually fueling the erroneous demand in apparel sector. As per Technopak (Singhal, 2010) report, while food and grocery continue to account for the largest quantum of spending followed by healthcare and textile and apparel industry, henceforth, insight of young consumer is fetching attention of marketers in recent years because of their growing purchasing power. The purpose of this study is to understand the growing significance of Indian apparel market among young consumers (15–30 yrs.) and also analyzing the impact of demographic, psychological and socio-economic aspect on their apparel consumption pattern. First a secondary research was conducted on the apparel market in India through various published statistics, reports, journals, previous studies, websites etc. Then a questionnaire was prepared to collect primary data from young consumers of different areas, family income, gender and attitude regarding purchase behavior of apparel. The collected data was then analyzed using various quantitative tools. The relation between various demographic variables and consumer behavior on apparel is expected to be understood. Apparel companies can target the right segment in terms of gender, age group, family income, personality, culture etc. by understanding the preferences of the young consumers and can devise strategies to enable the students to access their products easily. Study has been identified the Reference group, Brand, Celebrity and social networking as important factors. The study has also revealed that the age also impacted the frequency of purchasing the branded apparel.