Exploring the Apparel Purchase Behavior of Urban Indian College-goers: A Qualitative Study

Paromita Goswami

Management and Labour Studies, 2007, vol. 32, issue 1, 87-101

Abstract: The college-goers, as a market segment, are immensely significant in India in terms of both magnitude and spending capacity and one of the most important items purchased by young people is apparel. The apparel purchase behavior of the college-goers of Kolkata are explored in this paper in terms of types of apparel purchased, purchase frequency, store choice, and influence of shopping companions. Qualitative study with a purposive quota sampling design is used. Kolkata being a cosmopolitan city with residents of different states speaking different languages and belonging to different sub-cultures, the study helps explore the apparel shopping behavior of urban Indian college-goers in general.

Date: 2007
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/0258042X0703200105 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:manlab:v:32:y:2007:i:1:p:87-101

DOI: 10.1177/0258042X0703200105

Access Statistics for this article

More articles in Management and Labour Studies from XLRI Jamshedpur, School of Business Management & Human Resources
Bibliographic data for series maintained by SAGE Publications ().