Unraveling Consumer Buying Behaviour: A Study on Influencing Factors in Clothing and Accessories in Bhubaneswar City

Abstract

In an era where customer identity is inextricably tied to fashion choices, understanding the psychological and behaviour patterns of apparel and accessory purchases has become important for modern retail success. This research investigates consumer purchasing behaviour in the clothes and accessories industry, focusing on variables that impact purchase decisions, platform preferences, and consumption patterns among young people in the city of Bhubaneswar, Odisha State. Using a structured questionnaire distributed to 100 respondents from various demographics mostly students aged 20-25 the survey provides insights into purchase frequency, style choices, brand preferences, and the influence of external stimuli such as advertising and celebrity endorsements. The results show a strong preference for casual and Indo-Western clothing, with comfort, fit, and quality being the key buying motivators. Both online and offline retail forms were equally popular, however offline retail remains very relevant. Notably, celebrity and media effects were found to be modest, with most customers depending on their own judgement or family advice. The study also highlighted the rising importance of sustainability and aesthetic appeal in purchase decisions. This study has important implications for merchants and marketers looking to understand and respond to the changing tastes of modern consumers.