Consumer Buying Behaviour towards Fashion Apparels- A Case of Delhi

Abstract

Indian markets have been very popular in fashion and especiallywhen it comes to Delhi. It is not only a metropolitan city but a fashion hub too. Delhi is the state where international designers approach for organising their fashion shows and introduce international brands. They design as per the Indian preference.India is a country of the mix of the different culture and each consumer has its own choice and preference.The youth in every segment prefer buying fashion apparels in every season or festivals.This study was conducted to find out the Consumer Buying Behavior Regarding Fashion Apparels in Delhi. The purpose is also to study how consumer behavior for apparel is influenced by factors like monthly income, gender and peer influence.The survey conducted onDelhites shows that the consumers prefer shopping mostly with their friends and family members. They are influenced by their choices of their friends, family members, celebrities, magazines etc. Quality, comfort, brand are the main criteria's which impact their buying behavior towards fashion apparels. The study shows that the age, gender, education and occupation do not have any impact on buying behaviour of consumers.Finally, the survey shows that Delhi consumers have positive attitude towards fashion apparel brands.