INFLUENCE OF FASHION INDUSTRY ON APPAREL BUYING BEHAVIOR OF FASHION COLLEGE STUDENTS

Dhama Aditi,  Dr. Joshi Uma

doi:10.17762/pae.v58i1.2205

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Published: Feb 21, 2021

Updated: 2021-02-21

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2021-02-21 (2)

2021-01-20 (1)

DOI: https://doi.org/10.17762/pae.v58i1.2205

Dhama Aditi, Dr. Joshi Uma

Abstract

Purpose – The key objective of the currentresearchpaper is to assess the demographic profile of fashion college students in the age group of 18-23years and also clarifies how fashion industry influence the buying behaviour of youth. The intention is to understand the type of fashion apparel they purchase & whether there is any correlation between demographic variables & buying behavior. Research approach – Structured questionnaire is used to collect the data from fashion college students of Noida city through random sampling. Findings – Consumers’ interest towards fashionable clothing has been increased and to look different they prefer fast fashion apparels according to the latest trend of fashion industry and colour forecast. Fashion college students have varied thoughts with regard to the product characteristicsand they preferred sustainable and natural fabrics but the maincriteria of apparel selection was on silhouette, price and type of fabric.In addition, Social media and Tv are the major source of information for them.A significant correlation in female participants, monthly budget for clothesand influence of fashion industry. Originality/value – This study focusses on mainly on fashion college students specially the students from fashion college– this subject has not been studied muchbefore.

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Vol. 58 No. 1 (2021): Volume 58 No. 1 (2021)

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