Factors Affecting Buying Behavior Towards Apparels: A Study on the City of Dehradun

Abstract

Understanding consumer behavior towards apparel purchases is crucial for businesses in the fashion industry. This research explores the factors influencing buying decisions among consumers in Dehradun, a city with a unique blend of urban and semi-urban characteristics in Northern India. By employing a quantitative research approach through surveys and data analysis, this study identifies key determinants such as demographic factors, psychographic influences, economic considerations, and marketing variables impacting apparel purchasing behavior in Dehradun. Consumer behavior is a dynamic field influenced by a myriad of factors ranging from demographic characteristics to cultural nuances and technological advancements. The apparel industry, in particular, is characterized by rapidly changing consumer preferences and evolving market dynamics. This research endeavors to explore and understand the underlying determinants of buying behavior towards apparels among consumers in Dehradun, a city known for its unique blend of urban sophistication and cultural heritage.