An Analysis on Purchase Behavior of Youth Consumers and Sale Behavior of Retailers with special Reference to Apparel

Abstract

India is one of the largest populated countries around the globe that has youth in majority. India is a country that is known for unity in diversity. It has a mix of different culture, value and norms system. This system influences youth in several ways including their purchase behavior. In India, Bhopal is a city situated in center of it hence called as heart of the country. Bhopal has a wider mix of diverse religion. It is flooded with Hindu, Muslim, Sinddhi and other minority communities. This is a city where retailer has to take extra caution while selling apparel and strategic planning. This paper tries to examine the purchase behavior of youth consumer and sales behavior of retailers in Bhopal, Madhya Pradesh. In this study researcher tried to identify main factor which affect most to youth consumer while purchasing apparel. This paper explains major force responsible for purchase behavior of youth consumers. On the other hand side it also seeks to determine the main dominating factor that retailer concentrate more while selling the apparel to understand sales behavior of retailers. To arrive on a wise result, here some demographic features of consumers are also studied which are the primary basis of market segmentation for retailers. For meeting this requirement one question has been asked to youth consumers and retailers of apparel to understand the difference of expectations at both ends.