A STUDY ON CONSUMER APPAREL BUYING BEHAVIOUR

Due to the proliferation of media, growth smart phone industry, increased internet usage, access information, exposure, smaller families, and ambitions for a higher standard living today, people are more cognizant their lives now that they have disposable income. digitization increase in number malls, left with plethora choices apparel purchase. This paper studies consumer buying behaviour buyers. With sample size 331 selected on convenience basis, findings study revealed majority preferred purchase online over offline modes. Also pattern varies significantly across genders. Moreover it is seen festive offers great influence customers way if finds lucrative , willing go above budget. there considerable difference specific age groups or without offers. It also founded out agreed income has significant decision make KEYWORDS:- Consumer behaviour, apparels, fashion sector, festive, peer influence,