Influence of fashion behavior on store choice among the arts college students in sivganga district

Abstract

This article presents the impact of fashion trends for teenagers and its influence on store choice. The study was conducted with 300 teenagers of age between "18-25". Survey method with structured questionnaire is used to collect the data. Convenience sampling techniques were adopted and the data were collected from Sivaganga district of Tamil Nadu. The study resulted that, fashion related views and expectation varies with respect to area of Residence, Age, Family Income, Size of the family, and Frequency of purchase. Also, the most influencing sources for purchase is found to be comforted, moreover, it is also found that the influencing source also varies with respect to area of Residence, Age, Family Income, Size of the family, and frequency of purchase.