A Study on Consumer Buying Behaviour with Special Reference to Sample Unit, Trichy

Ravichandran and Thirumurugan  

 Consumer | Brand 

 Vol: 6; No: 1; Mar 20 | ISSN: 2455-3921

Indian markets were very popular in fashion and particularly in Tamilnadu. Tamilnadu is the state where foreign designers approach and launch international brands for organizing their fashion shows. They conceive according to Indian choice. India is a mixing country of the different cultures and each customer has their own choice and preference. Consumers in every category prefer to buy fashion apparel at every season or festival. This study was carried out in order to find out in sample unit the customer buying behaviour regarding fashion apparels. The aim is also to research how factors such as monthly income, gender and peer affect influence consumer behaviour for apparel. The Tamilnadu survey shows consumers prefer more shopping with friends and family members. Our decisions are affected by our peers, family members, celebrities, magazines etc. Price, place, promotion, comfort, brand are the main criteria that influence their purchasing behaviour towards fashion clothing. The study shows that age, class, education and employment have no effect on customer purchasing behaviour. Eventually, the survey reveals that consumers in Tamilnadu have a positive attitude towards fashion apparel brands.

T.Thirumurugan, Research Scholar, Dept. of Management Studies, University College of Engineering, Anna University, Trichy