Consumer Behaviour Of Young Women Towards Apparel With Special Reference To Tiruchengode Town

Abstract

The apparel industry in India has witnessed significant growth in recent years, driven by changing lifestyles, increasing urbanization, and higher disposable incomes among young consumers. Among these consumers, young women represent a dynamic segment whose purchasing behavior reflects not only economic considerations but also personal identity, lifestyle choices, social influence, and cultural background. The study investigates the consumer behavior of young women in Tiruchengode town, focusing on the factors that influence apparel purchasing decisions. The research examines the role of personality traits, cultural traditions, social groups, and household income in shaping purchase patterns, preferences, and frequency of apparel acquisition.Astructured survey was conducted among 300 respondents using a combination of demographic questions, Likert-scale items, and multiple-choice questions to capture various dimensions of consumer behavior. Statistical analyses, including descriptive statistics, chi-square tests, correlation, and regression analysis, were employed to explore the relationships among variables. Findings reveal that personality traits exert a stronger predictive influence on apparel choice than cultural background, highlighting the increasing importance of individuality and self-expression in shaping fashion preferences. Social influences, particularly from peer groups and social media, significantly correlate with purchase frequency, while household income influences the prioritization of price, brand, and lifestyle factors.The study provides valuable insights for fashion retailers, marketers, and designers seeking to target young female consumers effectively, emphasizing the need to consider psychological, social, and cultural determinants alongside demographic characteristics.