A Study on the Purchasing Behaviour of Men's Casual Wear in Punjab

Abstract

Introduction :

Numerous individual, social, psychological, cultural, and economic factors have a significant impact on how consumers behave when making purchases. In recent years, there have been no borders in the men's fashion market. Men spend a lot of time and money experimenting with different looks because they are more mindful of their appearance and personality. In the Indian fashion market, casual clothing is now one of the categories with the quickest growth. The market has grown at an accelerated pace in recent years as a result of the rising desire for comfort, rising income levels, changes in lifestyles, multinational companies' acceptance of casual clothing, the success of start-up businesses, and the entry of new domestic and foreign players. The market for men's casual clothing has grown dramatically, and ready-to-wear is becoming more and more popular. In a nation with such ethnic diversity as India, selling fashion is never easy.

Objectives

The purchasing habits of Indian consumers need to be researched and understood by brands. The present study examines men's purchasing behaviour for existing casual wear brands in Punjab. The aim is to provide valuable insights for future researchers and organizations, enabling thoughtful consideration of these characteristics before introducing new brands and products to the market.

Materials and Methods :

Descriptive analysis of 101 responded from males aged 31–40 in Chandigarh, Ludhiana, and Jalandhar are used for this study. The research employs a structured questionnaire through Google forms with both open-ended and closed-ended questions.

Results

It reveals that the majority of men spend Rs.800 to Rs.1200 for buying a summer casual shirt and Rs1200 to Rs1600 for buying summer casual trousers. It also gives an idea about the men preferred color intense fabric for summer season and majority of men prefer dark color and light color for trousers and shirt respectively.

Conclusions :

The study tried to explore the present scenario of the men’s casual wear market in Punjab and the various factors responsible for driving consumers towards making a purchase of casual clothing. The research emphasized a better understanding of consumers, revealing that men consider clothing a crucial element in expressing their personalities. Brands should consider the colour and design preferences of their consumers while designing new collections.