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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.
Highlights
Clothes are the basic essential commodities and listed under the Essential Commodities Act, 1955
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 characteristicsandthey 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
Summary
Clothes are the basic essential commodities and listed under the Essential Commodities Act, 1955. Significance of the Study: The research emphasis isonthe criteria of apparel selection on basic of their socio-demographic status, influence of other factors like personal, social, psychological, cultural and influence of fashion industry. In 20 to 35 age group, LIG looked for cost (63.3%) first than fashion.MIG were interested for fashion, and HIG were interested for fashion and print.Agarwal and Kulshreshta (2015) in their study, to evaluate the effect ofage and socio-economic status on clothing behaviour, buying behaviour andknowledge among the population of district Ghaziabad. Result & Discussion On the basic of information filled in the questionnaire the Results and findings of the study are revealed
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