Fashion Retail Consumer Behaviour: An Empirical Examination of Shopping Habits

Abstract

                This study investigates the factors influencing consumer preferences in selecting fashion outlets in Chennai, India. Both primary and secondary data were used in this descriptive research. A structured questionnaire was administered to 423 customers visiting various fashion outlets, with 412 male and 11 female respondents. The study employed a multi-stage random sampling method, combining purposive and simple random sampling techniques. Demographic analysis revealed that the majority of respondents were male (97.4%), aged 25-34 (60.5%), unmarried (63.2%), degree holders (75.1%), and employed in private organizations (61.7%). Consumer behaviour patterns indicated a preference for offline shopping (62%) and purchasing frequency of every six months (32.3%). A Structural Equation Model was developed and analyse the factors affecting consumer preferences. The model demonstrated good fit (CMIN/DF = 1.161, RMSEA = 0.019, CFI = 0.997). Key factors influencing consumer attraction to fashion outlets included promotions, shop location, external influences, and services. The study provides valuable insights for fashion retailers to enhance their marketing strategies and improve consumer attraction and preference.