A STUDY ON FACTORS INFLUENCING YOUTH PREFERENCES TOWARDS GLOBAL BRANDS OF APPARELS IN BANGALORE.

Abstract

The consumer market for fashion apparel has become diverse in the current scenario. The ever increasing impact of store brands and advertisement in the global economy is testament to very fact. Positive attitudes toward western brands are also growing. Furthermore, the fashion industry has undergone significant technological changes in the last decade, which has affected the youth and their clothing choices. In this study we examine the factors influencing the perspective of young consumers in the apparel segment.It reflects on the different choices of young people and their buying habits in the shopping orientation of male and female shoppers in terms of various purchasing behaviour dimensions.Therefore in order to strategize the market based on the youth perspective, the study can be useful. [1] This research studies the factors influencing the youth preferences towards the global brands of apparels in Bangalore. For the research methodology, questionnaires were framed and distributed to the youth (consumer) who are a regular buyer of the apparels. For this research the sample size is 80 and the analysis is done using SPSS software. Graphical representation is also implemented. The output of the study provides the information about the factors influencing youth to buy branded clothes.