ICTACT Journal on Management Studies

Firozkhan I. Pathan ¹, S.M. Porapur ²

Affiliations
1 Research Resources Centre, Visvesvaraya Technological University, IN
2 Department of MBA, Visvesvaraya Technological University, IN

Abstract

This paper investigates the relationship among components which impact consumer’s buying behaviour for garments/Clothing products in Ramdurg Rural area. To do so questionnaire was distributed to respondents who living in Ramdurg location and are regular garment buyers. The researcher chosen 60 respondents from the study are three villages are chosen namely Turnur, Rankaloppa and Halgatti from each village 20 respondent were randomly selected. The collected data analyzed with correlation, Regression and descriptive statistics have been used to present the data set and also adopted statistical tools. Correlation model used with relation to objective one and regression model used to test the hypothesis of the study and with relationship to remaining objectives, to test this SPSS were used. Youth buy branded clothes in a years 1 to 2 times rural and branded cloths they buy 23.3% where as 58% of the respondents buy 3 to 4 times, 51.7% youth prefer to buy branded cloths with their friends, 48.3% are buying brands clothes in their local stores, 23.3% respondents say branded clothes are value for money and 45% says branded clothes are symbol status. There is a significant relationship between quality and impact on rural educated youth choice of clothing buying behaviour and advertisements and price does not have impact.

Keywords

Advertisement, Price, Quality, Branded Clothing, Buying Behaviour

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