Analysis of Purchasing Behavior of OfficeGoers Youth in Branded and Non–branded Apparel Category in Mumbai

Dr Sandeep Rajendra Sahu

Volume : IV, Issue : IX, September - 2015

Analysis of Purchasing Behavior of OfficeGoers Youth in Branded and Non–branded Apparel Category in Mumbai

Dr Sandeep Rajendra Sahu

Abstract :

The total apparel market is about 7.3% of total retail market in India in 2009–10 and organised apparel market accounts for 31.2% of total apparel market in India. Indian consumer is witnessing some changes in its demographics with a large working population being under the age group of 24–35. The young generation prefers to buy differentiated products that they feel reflects their own personality, needs and lifestyles. A and is a perceived image that resides in the minds of consumers. It is the aura that surrounds a product or service that communicates its benefits and differentiates it from its competitors for the consumer. The emergence of a larger middle and upper middle classes and the substantial increase in their disposable income has changed the nature of shopping in India from need based to lifestyle dictated. This research paper attempts to understand the purchasing behavior of office–goers youth in anded as well as non–anded apparel. It also attempt to find out the different reasons (or factors) for purchasing anded and non–anded apparel. For the purpose of the study, 120 office–goers, in the age acket of 20 years to 30 years, are taken as sample from Mumbai city. After the analysis of the study, researcher concludes that that today’s office–goers youth normally prefer anded apparel due to mainly good quality, durability and status symbol. Non–anded apparel is also popular among them mainly because of bargaining, reasonable price and attractiveness. As the majority of the apparel buyers in India are young, it is suggested that the product should be associated with style, trends and comfort.