Buying Behavior of Youth towards Clothing

Prepared By:

Prashesh Rijal

Roll No: 19

Submitted To

Mr. Santosh Pokharel

Faculty of Management

School of Management

Tribhuvan University

April 2021

ii
 ACKNOWLEDGEMENT

This study has been prepared for partial fulfilment of Masters of Business Administration
(MBA). It is a privilege to complete this study entitled “Buying Behavior of Youth Towards
Clothing”. It is a pleasure to express my sincere gratitude to the faculty member Mr. Santosh
Pokharel for his support throughout the research process. He had devoted his valuable time
and efforts in patiently guiding us to complete this project. His wide knowledge and logical
way of thinking have created a great value to me. Besides, his understanding, encouraging and
personal guidance has provided the good basis for this present form of project report.
Therefore, I would like to convey our special thanks to him for his valuable inputs. As a
whole, I would like to express special thanks to our colleagues and respondents for supporting
and helping while developing the questionnaire for the study and preparation of this report.

Prashesh Rijal

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Table of Contents
Executive Summary.............................................................................................................................1
CHAPTER I...............................................................................................................................2

INTRODUCTION.....................................................................................................................2

1.1Background of the Study................................................................................................................2

1.2 Statement of the Problem..............................................................................................................4
1.3 Objectives of the Study.................................................................................................................4
1.4 Significance of the Study...............................................................................................................4
1.5 Limitations of the Study................................................................................................................5
1.6 LITERATURE REVIEW..............................................................................................................5
1.6.1 Conceptual Review.....................................................................................................................5
1.6.2 Review of Previous Studies....................................................................................................7
1.7.2 Statement of Hypothesis.........................................................................................................9
1.7.3 Population and Sample...........................................................................................................9
1.7.4 The Sampling Procedure........................................................................................................9
CHAPTER II............................................................................................................................11

DATA PRESENTATION AND ANALYSIS.........................................................................11

2.1 Data Presentation and Analysis...................................................................................................11

2.1.1 Primary Data Analysis..........................................................................................................11
2.1.1.1 Demographic Profile of the Respondents..........................................................................11
2.1.1.2 Work Status of the Respondents........................................................................................12
2.1.1.3 Monthly Income of the Respondents (for the working group)...........................................12
2.1.1.4 Pocket Money of the Respondents.....................................................................................13
2.1.2 Buying Behavior of the Respondents.......................................................................................14
2.1.2.1 Shopping Frequency of the Respondents...........................................................................14
2.1.2.2 Shopping Expenditure of the Respondents in a Month......................................................15
2.1.2.3 Types of Clothes Preferred by Respondents......................................................................16
2.1.2.4Respondents Keeping in Track about Latest Fashion Trend...............................................16
2.1.2.5Gender Differences Regarding Buying Behavior of Clothing............................................17
2.1.2.6 Gender Differences Regarding Monthly Expenditure on Shopping...................................18
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CHAPTER III..........................................................................................................................20

CONCLUSION AND RECOMMENDTIONS......................................................................20

3.1 Conclusions.................................................................................................................................20
3.2 Recommendations.......................................................................................................................20

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 LIST OF FIGURES

Figure 1 Conceptual Framework.................................................................................................5

Figure 2 Shows Work Status of the Respondents......................................................................12
Figure 3 Show the monthly income of the working respondent...............................................12
Figure 4 Shows the Pocket Money of the Respondents who are Students................................13
Figure 5 Shows Shopping Frequency of the Respondents........................................................14
Figure 6 Shows the Monthly Expenses of the Respondents for clothes....................................15
Figure 7 Shows Types of Clothes Preferred by Respondents....................................................16
Figure 8 Shows How Respondents Keep in Track about Latest Fashion Trend.......................16

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 LIST OF TABLES

Table 1 Demographic Profile of the Respondents.....................................................................11

Table 2 Showing the Results of the Chi Square Test................................................................17
Table 3 Showing the Results of Chi Square Test......................................................................18

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 LIST OF ABBERVATIONS

Etc. : Etcetera
NRS : Nepalese Rupees
Yrs. : Years
% : Percentage

viii
Executive Summary
The purpose of this study was to determine Youth Buying Behavior towards clothes. To
determine the goal, a survey was conducted among the students, teachers and staffs of the
Kathmandu valley of the age group 18-35, determining what kind of behavior do male and
female have while buying clothing, was the main goal of this study. As the objectives were
accomplished, this research was able to be carried further. Male and female both have
similar buying behavior. This research study helps to prove the hypothesis that there is no
relation between gender and likeliness of shopping and monthly expenditure on clothing.
In order to achieve the goal, both explorative and descriptive data results were interpreted
to get some major findings about the insight of the buying behavior of youths. The study
overall shows buying behavior of youths .It will help to understand youth's mind,
marketers must understand their behavior and make persistent marketing efforts to
transmit the frequency of buying behavior from occasionally to frequently. Statistical
analysis such as bar diagram and pie chart is used to present the result and inferential
statistics such as chi square test is used to test the hypothesis.

1
 CHAPTER I

INTRODUCTION

1.1Background of the Study

Throughout the eighteenth century, clothing manufacture from the raising of the raw
materials, through the spinning and weaving, to the sewing was largely a household
industry in the United States and in the present context the clothing industry has been
positioned at first place and also spending on clothes among the customers are getting
increased day by day; it becomes imperative to study the changing behavior of
consumers. Over the past decade, the fashion industry has gone through some structural
changes. In the fast evolving fashion industry, even the best of plans and activities can
be undermined by economic changes and actions of competitors. But what is
challenging is the nature in the fashion trend cycles that are accelerating as nowadays
the average successful clothing trend lasts for a very short span of time and hence to
gain lead from the situation is more difficult. There is a clear understanding amongst the
retailers that a complete view of the target consumers is very helpful in ornamenting
shopping propensity.
The market of young adults is large and rising; youth as consumers represent a
significant in it. Since every single person in the society is considered to be a consumer,
it is important to obtain information and develop awareness about the consumers’
buying behavior. The consumer behavior science holds consumers use specific
characteristics while buying called consumptions styles. Studying consumers’
consumption styles is now essential in the consumer behavior literature and researchers
use these studies to understand consumers’ buying behavior. And so do marketers and
advertising agencies to segment markets.
The focus of this study is to investigate buying behavior which constitutes buying
behavior dimensions and shopping habits as regards of youth in the age group of 18-35
years. This study is the comparative analysis of the buying behavior of the youths and
variations among the buying pattern of the male and female. In this competitive era
marketer must be fully aware about the customer needs distinctly and separately as two
2
groups males and females as regards what they expecting from a brand how they differ
in their buying behavior, factors which push them to purchase a particular brand, their
outlay, shopping frequency etc.
There is a widespread recognition that consumer behavior is the key to contemporary
marketing success. Knowledge of consumer behavior directly affects marketing
strategy. This is because of the marketing concept, i.e., the idea that firms exist to
satisfy customer needs (Winer, 2000). For this reason, marketing strategies must
incorporate knowledge of consumer behavior into every facet of a strategic marketing
plan (Solomon, 2002). Like many other items, apparel products are composed of many
physical characteristics, which are perceived differently by various consumers. When
considering a product purchase, consumers tend to compare and contrast alternative
products made up of different attribute combinations. Their preferences for items of
apparel may depend on the joint influence of price and product attributes such as
quality, style, and brand. [6] In the past few decades, consumers have been undergoing
a major transformation from passive buyers to active enhancers or creators of new
consumption experiences, proactively taking part in the process of collaborative
marketing. The experiential paradigm of consumer behavior views consumption as a
holistic expression of symbolic meanings, hedonic (emotional) responses, and sensory
pleasures (Hirschman and Holbrook, 1986; Holbrook and Hirschman, 1982). Shopping
involves diverse facets of shoppers’ experiences requiring a substantial level of
interactions among shoppers, salespeople, and the store’s atmosphere. Given this
characteristic, the shopping process entails sensory, emotional, and rational experiences
that shoppers may encounter in an interactive fashion. For instance, shoppers, upon
entering a store, come into contact with store atmospherics that stimulate their sensory
appeals, such as the store’s merchandise display, interior, aroma, lighting, and
background music. Such sensory stimuli can then evoke emotional responses such as
joy, delight, and excitement, among others

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 1.2 Statement of the Problem
Clothing is one of the basic needs of survival now a multibillion dollar industry where
the women's clothing is the most profitable sector. The rise in the disposable income of
the youth has made clothing industry more productive and more sustainable. The trend
is also observed in Nepal with rise in buying power of the individual, also the women
involvement in business and employment has increased the buying power of the
individuals and women more specifically. Therefore, the youth of age 18 to 35 yrs were
asked about their preferences of buying in clothes.

This study is based on the following questions:

1) What are the factors that vary between male and female while buying clothes?
2) What is the purchase rate of buying clothes between males and females?
3) How much do males and females spend in clothes in a month?

1.3 Objectives of the Study

The present study seeks to investigate the buying behavior which constitutes buying
behavior dimensions, shopping habits such shopping expenditure and frequency giving
a gender perspective view and examine different factors influencing young consumers
buying behavior in clothing segment.

The objective of the study has been listed here under:

1) To analyze the differences in buying behavior dimensions between males and females.
2) To examine the differences in shopping expenditure between males and females.
3) To assess the differences in shopping frequency between males and females.

1.4 Significance of the Study

All human have needs for clothing. Thus, some money will be spent throughout their
lifetime on the purchase of various garments to satisfy the various needs. It is therefore,
useful to investigate the substantial clothing industry particularly in terms of the
clothing buying behavior in the group of 18-35 between males and females. The target

4
 segment was selected looking at the existing and expected demographic which serves as
major clientele to the clothing industry. Today's youth are not only a more powerful
segment but probably one of the most profitable segments.
1) To identify the customer and their buying behavior.
2) This study makes it important to understand the psychology, mindset, motivators,
satisfiers and dis-satisfiers of the youth while buying clothes.
3) The findings can be useful to marketers to focus on loyalty creation program, price
related appeals etc.

1.5 Limitations of the Study

There are several limitations that warrant the future researcher. While some of the
limitations of this study is discussed below.
1) The sampling process is convenience sampling.
2) The study investigates the buying behavior of clothing segment only and excludes other
segments.
3) The study is only limited to Alternate Education Foundation so findings cannot be
generalized.
4) The present research has not considered the age group beyond 18-35 years.

1.6 LITERATURE REVIEW

1.6.1 Conceptual Review

On the basis the previous studies undertaken in this area a number of factors have been
identified which affect the perception of customers in respect of brands and consequently
their evaluations. These factors have been incorporated in the current study as four
dimensions of buying behavior model which influences the purchase intentions of the
customer. These include age, gender, pocket money or income and reference groups.

Figure 1Conceptual Framework

Gender
 Age

Influencing factor
to Buying Behavior

Reference Group Income/ Pocket

Money

Age

Age is considered as one of the personal factors responsible for different buying patterns in
context to age and various stages of life. The buying pattern from parents' perspective is to
purchase for all the members of the family; however, when it comes to individual; focus of
buying is more personal. (Jain & Bhatnagar, 2014)

Gender
The females tend to buy fashionable goods frequently. The study carried out by Mccraken
and Roth (1989) have illustrated that in fashion trends, women are used to change more
often when compared to men. When compared to men, it is also recognized that opinion

6
leadership, fashion innovativeness and tendency to spend towards the fashionable products
are superior in women (Stith & Goldsmith, 1989). Additionally, O'cass(2004) has also
suggested that women are more sensitive and give more preference towards fashion
clothing when compared to men.
Income/Pocket Money
Some investigators recommend that it would be compelling if the elements, for example,
individual qualities, identity characteristics like data looking and time utilized to shopping
which is recognized as the forerunners of participation in fashion (O'cass,2004). More
consumers are interested to spend time and money for shopping especially in the style
garments than the normal clothing.
Reference group
The youth of today generally seek the acceptance from their peers to boast their self-
confidence and to blend with their social surrounding. Reference groups are the external
influences like television programs, magazines, consumer's favorite celebrities or stars,
friends or family members, other person's etc. who influence the clothing buying behavior
of the consumers. This dimension in the present study is measured by influence of family
and friends, past experience, Internet, TV/magazines and celebrity influence. (C K Suresh,
& Dr. Vijaya. (Oct.2014)

1.6.2 Review of Previous Studies

Personal factors modify how a male or female is perceived and the most important
personal factor is the consumer personality. The point that is important from marketing
point of view is, given the consumer's different and distinct personality traits concerning
gender issue, the marketer should be able to identify these differences and its influences on
the buying behavior. Along with many basic differences of their personality, the personal
factors which affect the perception of a consumer are the occupation, economic status, age,
education and social life. Many studies have given insights about gender differences in
building relationship with brands, particularly in western scenario. However, there are only
limited studies available from perspective of Nepalese youth.
Clothing is one of the consumer products that are vulnerable to fashion dynamics and
making it important for the marketers to test whether consumers' loyalty is a vital construct
7
in strategic marketing. Wearing clothes is often regarded as a habitual and everyday
practice. However, clothing has been used not only to meet basic human needs (e.g.,
Protecting from elements) but also to communicate identities (Postrel, 2003). Wearing
clothing is one of the ways in which people construct their identities and have their
identities shaped by others (Davis, 198; Kaiser, 1985; McCracken, 1988; Roach-Higgins &
Eicher, 1992; Stone, 1962).
Shopping behavior is a complex and multidimensional concept. Defining shopping
orientation is extremely difficult, due to various interrelated variables. Although the
concept shopping orientation is described by researchers from various perspectives, certain
major variables are repeated in various studies. Stone (1954) introduced the concept
shopping orientation. He referred to shopping lifestyles that place emphasis on certain
activities in particular. Other researchers added to this definition by pointing out that
shopping specific lifestyles encompasses shopping activities, interests and opinions.

1.6.3 Research Gap

Different researchers have made their research in buying behavior of clothing through
gender perspective in different countries but not specifically in Nepal. The earlier reports
have discussed about the clothing market in general. In comparisons to earlier studies
made the research mainly highlighted the buying patterns of young consumers.

This report is useful to know the buying behavior of the youth which quite neglected. This
study investigates the expenditure of the youth in clothing in a month also the relation of
gender in likeliness of shopping and shopping expenditure.

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1.7 RESEARCH METHODOLOGY

1.7.1 The Research Design

Descriptive research design is used to study the buying behavior and pattern of the male
and female within the age group of 18-35.This research answers the relation of buying
behavior of youth in relation to buying clothing.

1.7.2 Statement of Hypothesis

Considering the research question of the study following hypothesis were developed:

Hypothesis 1
Null Hypothesis (H0): There is no relation between gender and likeliness of shopping.
Alternate Hypothesis (H1): There is relation between Gender and likeliness of shopping.
Hypothesis 2
Null Hypothesis (H0): There is no relation between gender and monthly expenditure on
shopping.
Alternate Hypothesis (H1): There is relation between gender and monthly expenditure on
shopping.

1.7.3 Population and Sample

All the youths of age group from 18-35 years of Alternate Education Foundation is the
population for this research. While the youth of age group 18-35 years are the sample for
this research. Total 100 respondents have participated fairly with the age group of 18-35.
Participants, which included males (39 or 39%) and females (61 or 61%), varying from
student to professional or jobseekers, highlight the diversity of the survey.

1.7.4 The Sampling Procedure

The sampling technique used for the paper is Simple random sampling. Consumers with
different demographic characteristics may differ in the amount and type of effort they put
into shopping and the way they make purchase decisions. Research has introduced relation
among search effort age, gender and economic conditions.

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1.7.4.1 Sampling Area
The survey took place within the premises of Alternate Education Foundation

1.7.4.2 Unit of Analysis

The study is individual analysis as structured questions are asked to each respondent to
get first hand information.

1.7.4.3 The Data Gathering Procedure

Primary and Secondary sources of data are used to collect the data. A survey was
conducted by a carefully developed questionnaire, to investigate the buying behavior of
youth towards clothing. A combination of both open-ended and close-ended questions was
asked to analysis the pre-determined objectives. It also involves use of secondary sources
such as web and other research articles printed by various financial institutions and other
journals and magazines.

1.7.4.4 Instrument
Further, to test consumer perception of buying clothing, both open ended and closed
ended questions were incorporated. The questionnaire includes two parts; demographic
profile and psychographics so as to access consumer attitude towards buying clothing.

1.7.4.5 The Data Analysis Procedure

Data collected were then entered into spreadsheet and the collected data was analyzed
using Microsoft Excel. Descriptive statistical analysis such as bar diagram and pie chart is
used to show the result. Furthermore inferential statistical tools such as chi square test to
test the Hypothesis.

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CHAPTER II

DATA PRESENTATION AND ANALYSIS

Data presentation and analysis is an important stage of research process. The purpose of
presenting and analyzing data is to change it from an unprocessed form to an understandable
presentation. Raw fact and data conveys very little information so it must be compiled,
analyzed and interpreted before its full meaning and implications can be understood. Data are
to be presented is simple and systematic form such that it can be analyzed as per the core
objective of research study and derive the desired outcome from the research study. Hence, it
is a crucial phase in research process. Manipulation or any error may raise question on validity
or accuracy of research study.
Therefore, a survey was conducted to measure the consumption style among young adults.
A sample size of 100 respondents was selected. Out of 100 respondents 39 were male and
61 were female which shows 39% and 61% respectively. The students of Alternate Education
Foundation were the target population. The questionnaires were provided and filled in
questionnaires were collected from the respondents and data were entered in Microsoft excel
for quantitative analysis. In order to find out the consumption style among young adults the
convenience sampling was used.

2.1 Data Presentation and Analysis

2.1.1 Primary Data Analysis

The first hand was collected through online survey. A series of well structured questions
were prepared and asked among the age group of 18-35 years of Alternate Education
Foundation. The results of the respondents are presented below.

2.1.1.1 Demographic Profile of the Respondents

Table 1Demographic Profile of the Respondents

Gender Male Female Total

39 61 100
Age 18-22 23-26 27-31 32-35
11
 80 15 3 2 100
(Source: Online Survey, 2021)
Table 1 show that a total number of 100 students were surveyed. Out of which 39 were
male and 61 were female students. Among the participants 80 were grouped between18-22
years, 15 were 23-26 years of age, 3 of them were 27-31 years and 2 belonged to 32-35
years of age.

2.1.1.2 Work Status of the Respondents

Figure 2Shows Work Status of the Respondents

Work Status of the Respondents

16%
Student
Working

84%

(Source: Online Survey, 2021)

Fig 2 shows that out of 100 respondents, 84% of them were students while 16% were
working.

2.1.1.3 Monthly Income of the Respondents (for the working group)

Figure 3 Show the monthly income of the working respondent

12
 Frequency
18 17
16
14
12
10 9
8
6 5
4 3
2
0
1000-5000 5000-8000 8000-12000 above 12000

(Source: Online Survey, 2021)

Fig 3 represents that 17 of the respondents earn 10000-20000 NRS monthly, 9of them earn
20000-30000 NRS, 3 of the respondents earn 30000-40000 NRS and 5 earn above
40000NRS in a month.

2.1.1.4 Pocket Money of the Respondents

Figure 4Shows the Pocket Money of the Respondents who are Students.

13
 Pocket Money of the Respondents (For students only)
N
o 40
35
o 35
f 30 29

R 25 22
e
s 20
p
o 15
n 10
n
d 5
e 1
n 0
t Below 1000 NRS 1000-2500 NRS 2500-5000 NRS Above 5000 NRS
s
Pocket Money in NRS

(Source: Online Survey, 2021)

Fig 4 shows that, 35 respondents have pocket money below 1000 NRS, 29 of them have
1000-2500 NRS while 22 of them have pocket money 2500-5000 NRS and one respondent
have pocket money above 5000 NRS.

2.1.2 Buying Behavior of the Respondents

2.1.2.1 Shopping Frequency of the Respondents

93% of the respondents who were surveyed answered that they like shopping and 7%
answered they do not like shopping, when asked question about if they liked shopping.
Figure 5 Shows Shopping Frequency of the Respondents

Shopping Frequency of the Respondents

15%

4% Once in a month
2-3 times in a month
More than 3 Times a month
When it is necessary
56%
25%

14
 (Source: Online Survey, 2021)
Fig 4.4 shows that 56% of the Participants bought clothes once in a month, 25% bought 2-
3 times in month, 4%bought more than 3 times in a month and 15% bought when it is
necessary.

2.1.2.2 Shopping Expenditure of the Respondents in a Month

Figure 6 Shows the Monthly Expenses of the Respondents for clothes

shopping expenditure of respondents in a

months
below 5000 5000-8000 8000-12000 Above 12000

5%

15%

20% 60%

(Source: Online Survey, 2021)

Fig 6 represents that 60% of the participants spend 1000-5000NRS for clothing, 20%
5000-8000NRS, 15% 8000-12000NRS and 5% spends above 12000 NRS for clothing in a
month.

15
2.1.2.3 Types of Clothes Preferred by Respondents
Figure 7Shows Types of Clothes Preferred by Respondents

Types of Clothes Preferred by Respondents

24%

Branded
Non Branded
5% Both

71%

(Source: Online Survey, 2021)

Fig.7 shows that out of the participants 71% preferred branded clothes, 5% preferred non
branded clothes and 24% preferred branded as well as non branded clothes.

2.1.2.4Respondents Keeping in Track about Latest Fashion Trend

Figure 8 Shows How Respondents Keep in Track about Latest Fashion Trend

16
 Respondents Keeping Track About Latest Fashion Trend
1% 1% 2%

13%

Fashion Magazines
Fashion Blogs
Social Media
Fashion Shows
Others

83%

(Source: Online Survey, 2021)

83% of the participants kept in track about latest fashion trend through social media, 13%
through fashion blogs, 2% through fashion magazines, and 1% through fashion shows and
others respectively.

2.1.2.5Gender Differences Regarding Buying Behavior of Clothing

Out 61 female, 58 females were fond of shopping while 3 of the females didn't like
shopping. Out of 39 male, 35 of the males like to shop clothes for themselves while 4 of
them didn't like to go for shopping. Chi Square test has been done to determine the
association between gender and their likeliness of shopping.
Hypothesis
Null Hypothesis (H0): There is no relation between gender and likeliness of shopping.
Alternate Hypothesis (H1): There is relation between Gender and likeliness of shopping.
Table 2 Showing the Results of the Chi Square Test

Male(n=39) Female(n=61) Chi-square P Value

Value
Liked 35 58 1.0414 0.307488

17
 shopping
Disliked 4 3
Shopping
(Source: Online Survey, 2021)
Since P Value 0.307 is greater than level of significance 0.05, we accept Null Hypothesis
(H0) and conclude that there is no relation between gender and likeliness of shopping.

2.1.2.6 Gender Differences Regarding Monthly Expenditure on Shopping

It shows that 60% of the participants spend 1000-5000NRS for clothing, 20% 5000-8000NRS,
15% 8000-12000NRS and 5% spends above 12000 NRS for clothing in a month.Chi Square
test has been done to determine the association between gender and their likeliness of
shopping.

Hypothesis
Null Hypothesis (H0): There is no relation between gender and monthly expenditure on
shopping.
Alternate Hypothesis (H1): There is relation between gender and monthly expenditure on
shopping.
Table 3Showing the Results of Chi Square Test

Male(n=39) Female(n=61) Chi-square P Value

Value
1000-5000NRS 34 47 6.8268 0.077627
5000-8000NRS 3 13
8000-12000NRS 2 0
Above12000NRS 0 1
(Source: Online Survey, 2021)
Since P value 0.077 is greater than level of significance 0.05, we accept Null Hypothesis
(H0) and conclude that there is no relation between gender and monthly expenditure on
shopping.

18
Major Findings
These are some of the major findings of the report. A total number of 100 students
were surveyed. Out of which 39 were male and 61 were female students. Among the
participants.
1. 84% of them were students while 16% were working students.
2. Among the working participants, majority of them earns between 1000-5000NRS
3. 93% of the respondents who were surveyed answered that they like shopping and
7% answered they do not like shopping, when asked question about if they liked
shopping.
4. Majority of the participants bought clothes for themselves once in a month or when
necessary.
5. Majority of the participants preferred branded clothes.
6. 83% of the participants kept in track about latest fashion trend through social
media; tis shows that their buying behavior is socially influenced.
7. Most of the participants are encouraged to buy clothes through special events/
occasion.
8. There is no relation between gender and likeliness of shopping and shopping
expenditure as well.

CHAPTER III

CONCLUSION AND RECOMMENDTIONS

19
 This chapter represents the conclusion and the research undertaken, the conclusions
drawn and the recommendations made as the outgrowth of the study. Also chapter
involves the findings and conclusions derived from the study of analysis of primary
and secondary data and information received from the questionnaire.

3.1 Conclusions
The study indicates that consumers are aware of brands and have immense craze for
shopping. Females respondents tend to be bargain seeker when it comes to clothes and
their purchase decision are significantly influenced by discount schemes. The study
reveals similar behavioral patterns between males and females with respect to
shopping expenditure and shopping frequency. The general trend in the fashion market
shows that the male gender today has equally become experimental and prefer variety
of vibrant colors as do their female counterparts. The study contributes to academe by
providing a conceptual framework to understand buying behavior of young consumers.
The study identifies four new traits for buying clothing i.e. Gender, Age, Reference
Group and Monthly Income/pocket money. These four factors somehow shape buying
pattern of the consumers. Since the growing concern of enhancing the image of a
person through clothes has concluded in the research.

3.2 Recommendations
There are numerous implications of the new factors, but one idea for male shoppers
who exhibit the time-restricted factor might be to organize retail lines by aesthetic and
image type such as classic, sporty, casual or innovative rather than grouping them
according to product, that is trousers, footwear. Also, a further study can examine
buying behavior of the pattern of other segments than retail clothing segment with the
age group beyond 18-35 years of age.
References

C K Suresh, & Dr. Vijaya. (Oct.2014). A Review on Consumer Behavior Amongst Youth
Shopping in Malls on Branded Clothing in India. Eduved International Journal of
20
 Interdisciplinary Research, Vol.01 (Issue 07).Retrieved
from:http://www.academyofworldbusiness.com/assets/jomawbr/article_1.pdf
Jain, P.P.K. & Bhatnagar, S, (2014). Purchasing Behavior of Branded Men's Wear – A
Study on Youngsters and Professionals, 2(1), pp.1-13.

Kaiser,S.B. (1985).The Social Psychology of clothing and personal adornment.

NewYork:Macmillan.

McCracken,G.(1988).The long interview. Newbury Park, CA: Sage Publications.

Postrel,V. (2003), The Substance of Style: How the rise of aesthetic values is remarking
Commerce, Culture, and Consciousness, Harper Collins, New York.

Roach-Higgins, M.E., &Eicher, J.B.(1992).Dress and identity. Clothing and Textiles

Research Journal, 10(4), 1-8.

Schiffman, L., Bendall, D., Cowley, E., O’cass, A., Watson, J. & Kanuk, L. (2001).
Consumer Behavior, Pearson Education, Sydney

Stone, G.P., (1954). City shoppers and urban identification: Observation on the social
psychology of city life. American Journal of Sociology 60(1):36-45

Appendix

This study entitled “Buying Behavior of youth towards clothing” aims to seek the buying
behavior of males and females while buying clothes of the youths of ALTERNATE
21
EDUCATION FOUNDATION. You have been chosen as one of the samples and your
genuine response will have impact on the result of this study. Your response will be kept
confidential and used only for the purpose of this study. I will be extremely thankful for your
valuable response.

Please choose the appropriate option(s) after going through the questions thoroughly.

Demographic Profile

Gender:

Male ( )

Female ( )

Age:

18-22 ( )

23-26 ( )

27-31 ( )

32-35 ( )

What is your work status?

Student ( )

Working ( )

Self Employed ( )

Other ( )

What is your monthly income?

5000-8000 NRS ( )

80000-10000 NRS ( )
22
10000-12000 NRS ( )

Above 12000 NRS ( )

What is your pocket money? (For students only)

Below 1000NRS ( )

1000-2000NRS ( )

2000-4000NRS ( )

Above 4000 ( )

Psychographics Variables

Do you like shopping?

Yes ( )

No ( )

How often do you shop clothing for yourself?

Once in a month ( )

2-3 times a month ( )

More than 3 times a month ( )

Other ( )

On average how much do you spend on clothing per month?

1000-3000NRS ( )
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3000-5000NRS ( )

5000-10000NRS ( )

Above 10000NRS ( )

What types of clothes do you prefer?

Branded ( )

None branded ( )

Both ( )

If you prefer Non Branded clothes, what attracts you towards them?

Why do you prefer particular brand or company?

Brand name ( )

Promotion activities ( )

Product feature ( )

Celebrity labels ( )

How do you keep on track about latest fashion trend?

Fashion magazines ( )

Fashion blogs ( )

Social media ( )

Fashion shows ( )

Other ( )
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What would encourage you to try out new fashions and style?

Celebrity’s style ( )

Friend’s suggestion ( )

Family’s suggestion ( )

Partner’s suggestion ( )

Special occasion/ events ( )

Other

How important it is for you to dress sensibly and stay on trend? And why?

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