Young Consumers Decision-Making Behavior towards Casual Wear Buying in Uttar Pradesh, India

Abstract

This paper explores young Indian consumers' decision-making behavior towards casual wear purchase in Uttar Pradesh. Specifically, it offers empirical results on the relationship between consumers' decision-making styles and clothing choice criteria towards buying casual wear. The Consumer Style Inventory (CS/), developed by Spores and Kendall ( 1986) for examining different consumer decision-making styles, was adapted in this study. A questionnaire survey was employed as the tool to collect primary data and the research instrument was administered to 161 University students in Lucknow, Kanpur and Gorakhpur in the Uttar Pradesh. Tin; results show that six decision-making styles (recreational and hedonistic consciousness, pe,fectionism consciousness, confused by over choice, habitual and brand loyalty, price and value consciousness, and brand and fashion consciousness) were found in the Uttar Pradesh.