Behavioural Aspects Influencing Decision to Purchase Apparels amongst Young Indian Consumers

Abstract

The study of consumer buying behaviour is essential for marketers to understand the key elements such as what is purchased, from where it is purchased, the quantity of purchase, how much money is spent and other related variables affecting buying behaviour. The purpose of this article is to assess the consumer buying behaviour for apparels. The study makes substantial effort to recognize the variables which affect decision of apparel purchase among youth. Theoretical foundation of the study is based on secondary sources such as research papers, articles, magazines and articles on consumer buying behaviour. Confirmatory factor analysis (CFA) is performed to extract factors which affect consumer buying behaviour and subsequently purchase decision. Total 6 factors were extracted with 20 prominent indicators. CFA confirms that all the obtained values of the indicators are model fit and comply with the standardized criteria. The findings show that consumer buying behaviour in apparel such as purchase frequency, average spending, preferred store type and preferred brand mostly depends on various demographic variables. Hence, the study validates the significance of segmentation, targeting and positioning (STP) for marketers of apparel. The present article reveals that all types of domestic and worldwide brands are available in Indian market and are purchased by consumers as long as those are perceived to deliver value to consumers. The study recommends that marketers must segment the market and target those segments which can be served expeditiously. Marketers must target a particular segment of consumers for which they can offer better value. The findings and recommendations of the study might be useful for academicians, policymakers, entrepreneurs and managers of apparel industry to understand industry trends and formulate appropriate strategies.

The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision

“…Purchasing decision is an integration process that combines knowledge to evaluate two or more alternative behaviors and choose one of them (Said et al, 2020;Fortunata & Toni, 2020). In general, consumer purchasing decisions are to buy the most preferred brand (Dhiman et al, 2018). The indicators used are product choice, brand choice, time of purchase, number of products purchased and payment method.…”

Analyzing different types of advertising and its influence on customer choice

“…It may be described as printed communications, as opposed to broadcast or electronically transmitted communications, and encompasses all newspapers, newsletters, booklets, pamphlets, magazines, and other printed publications, as well as all newsletters and other printed publications. Since 1605, print media has been regarded as the most affordable method of mass communication, and it has proven to be a popular medium of advertising among readers and those who were interested in important topics of the day (Dhiman et al 2018) Many advertisers that used print media to attract customers placed their adverts in magazines, newspapers, point-of-purchase displays, and other places to attract customers (Schreiner et al 2019). McClure & Seock, (2020) asserted that the effectiveness of print advertising is impacted by consumers' opinions regarding advertising in general and specifically print advertising.…”

Differential Effects of Monetary and Social Rewards on Product Online Rating Decisions in E-Commerce in China

“…Considering that experience products can be evaluated only during or after consumption while search products are evaluated prior to their purchase (Franke et al, 2004;Jiménez and Mendoza, 2013), experience products were more suitable as stimuli in the current experiment. Furthermore, the clothing category of experience products was chosen because youngsters attending a university generally have experience with buying clothing online and care about the impression made by clothing (Dhiman et al, 2018). Subsequently, to avoid differences in familiarity with the products between the men and women, a focus group discussion was conducted, and sweaters and shoes from the clothing category were chosen as the two products used in the current experiment.…”