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m ›
 can be defined as the search for knowledge, or
as any systematic investigation, with an open mind, to
establish novel facts, solve new or existing problems,
prove new ideas, or develop new theories,
m 

  
  is the study of individuals,
groups, or organizations and the processes they
use to select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy needs and
the impacts that these processes have on the
consumer and society.
m 

, a general term for a currently popular style or
practice, especially in clothing, foot wear or accessories.
m jhis is a report on research into consumer behaviour when
purchasing fashion
m Of particular interest is the use consumers make of
information available to them for assisting them decide
which products to purchase.
m jhe report also studies various buying habits of
consumers mostly in urban cities
m §t blends elements from psychology, social
psychology, emotion, environmental and economics
factors.
m §t attempts to understand the buyer decision making
process, both individually and in groups
m §t studies characteristics of individual consumers such
as demographics and behavioural aspects of people
wants
m jo encounter the trend of fashion product purchase.
m Which group is highly fashion oriented now a days
m §t will help organization to make strategies according to
today¶s trend
j    
involved use of several tools as available to a
market researches e.g., mail questionnaires, observation,
and focus groups.
m jhis survey contained several open-ended & close-ended
questions.
m 170 questionnaires
m ocus groups are useful when the marketer
wants to launch a new product or modify an
existing one.
m Population is from Lahore & Multan
m Here, the questionnaire contained questions
regarding his/her demographics, their source
of information about fashion, & all the
questions regarding their purchase
m jhe source of information from where people seek
knowledge regarding fashion products.
m jhe next issue comes here about the actual buying habits
of the consumers, where all what, where, how, when,
related questions were asked to the targeted population, so
as to help develop various marketing strategies for the
fashion producers & marketers.
m We found, somewhat surprisingly, that the
behaviour of consumers when making
decisions about purchasing fashion goods, is
largely the same, regardless of income
category whether they reside in metro-politian
and non-metropolitian areas.
  

  

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m Most of people said that they don¶t want to take any risk
to try un establish brand. Established brands are more
reliable, ensure you better quality, keep the customer
priorities in their eye.
m Most of population commented that the ideal
look for men and women is looking decent and
mature, simple, elegant, attractive, stylish and
cool.
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m We conclude that fashion is having highly
importance in the youth. Brands play an
important role in dictating the fashion
trends, youth are more bended towards brands.
m jheir taste is highly influence by celebs and
they are inspired from friends and relatives.