College-goers Psychographic Shopping Behavior towards Luxury Fashion in India
Massarat Ghazal1, Jha Suchita2

1Dr. Ghazal Massarat, Dean & Associate Professor, Syscoms College, Abu Dhabi, UAE. 

2Dr. Suchita Jha, Assistant Professor, Symbiosis Institute of International Business, Symbiosis International Deemed University, Hinjewadi, Pune (Maharashtra), India.

Manuscript received on 12 February 2020 | Revised Manuscript received on 28 February 2020 | Manuscript Published on 10 March 2020 | PP: 151-155 | Volume-9 Issue-4S March 2020 | Retrieval Number: D10270394S20/2020©BEIESP | DOI: 10.35940/ijitee.D1027.0394S20

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Abstract: In India as well as globally the usage of fashion apparel is an integral part of college-goers lifestyle. The present study tries to explore the buying behavior pattern of clothing of students in India with respect to demographic factors like gender and income .The study is conducted among the post graduate students studying in Pune. From the sample data collected it was noticed that buying behavior of clothing is same across the different income and social classes of teenagers. The data collection is done with structured questionnaire and focus group interview. Analysis of the data suggested the fact that there is significant difference in behavior noted with various demographic factors.

Keywords: Clothing, College-goers, Buying Behavior.
Scope of the Article: Social Sciences