Effect of Demographic Variable on Consumer Buying Behaviour of Branded Apparels In Himachal Pradesh

Abstract

Clothing is as essential to a person as food and shelter. Consumers are the individuals who buy goods and services for personal consumption. To dress up an elegant and adorable manner has always a prime concern of every human being. The textile industry is India's second largest industry. Customers are paying close attention to clothing, which has become a tool for people to express their individuality. The Consumer behaviour has been changing rapidly over the past many years and now a major trend shift of the buying behaviour of the consumers behaviour towards products of variable brands specially the branded luxury garments has been witnessed. To be effective in today's competitive industry, it is essential to comprehend what buyers desire and want. This study aims to determine how buyers purchase branded readymade apparel and which variables influence their purchases in Himachal Pradesh, India. This paper also determines how much customers know about available brands, which factors influencing the consumer buying behaviour. The consumer’s internal and external factors determines their purchasing behaviour.