Vol. 10, Special Issue 9 (2021)

Author(s):
Sulekha Doley, Sadala Rajasri and Dr. Bulbul Boruah

Abstract:
A study was planned to investigate the criteria considered the young generation consumer buying behaviours toward branded clothes in the Jorhat district of Assam. It is also intended to know the personal views of the young generation about brands and the factor that influencing young female consumers toward branded apparel. The study was conducted with the help of an Interview schedule with a sample size of 120, where our target group are below 20 to 30 years old. Data is collected and analysed using excel and various statistical tools. Descriptive statistics were used to analyse demographics, factors and Ranks, means scores and weighted scores were used to analyse seven Criteria considered while purchasing branded apparel. The finding of the personal and socio-economic characteristics of the respondents showed that the majority of the respondent (65%) was belonged to the age group between 20-25 years. Majority of the respondents (45%) were graduates. Majority (55%) of the respondent where students depends on family incomes. it was observed that the maximum respondents (45.83%) of the respondent belonged to 30,000-34,999 income group per month. Majority of the respondent (70%) trusted on branded clothes. Maximum (55%) of respondents visit branded stores several times in a month. From the figure-1 it was found that the majority of the respondent (55%) were visit branded stores several times in a month where figure-2. shows that (40%) of the respondents purchasing branded apparel every 3 monthly. Advertisement is the main factor that influencing young consumer buying behaviour. From the study, it was also found that quality is considered as one of the strongest criteria among the seven on the young consumers buying behaviour.