Consumer Buying Behaviour in Organized Fashion Retail Outlets

According to the World Bank’s latest edition of the Global Economic Prospects, India is the fourth fastest growing economy in the world. Indian apparel industry which is the second largest contributor in the retail industry after food and grocery is seeing some major shifts. Entry of international brands, changes in preferences from non-branded to branded, the fast growing economy, large young consuming population in the country has made India a highly lucrative market.The objectives of this study are to study the Indian apparel market in terms of market size and growth, to study the important demographic, psychological and socio-economic factors which influence the consumer purchase behaviour for apparel and to study how consumer behaviour for apparel is influenced by factors like family income, gender and peer influence.Research Design of this research is descriptive and empirical in nature. Data are collected from 125 people of different incomes and gender from Delhi NCR region in age group 18 to 45 years old. Probability sampling is used for this research. A questionnaire was prepared to collect primary data from people of different areas, family income, gender, and attitude regarding purchase behaviour of apparel. : The collected data was analyzed using various statistical tools