Consumer Buying Behaviour: Selection of Fashion Apparels

The fashion sector is one that is expanding quickly worldwide these days. India's fashion sector is currently seen as dynamic. Retail companies face a variety of marketing issues as a result of growing competitiveness, globalization, and the short lifespan of clothing in the fashion retail industry. In the global marketplace, the fashion garment sector has expanded in diversity due to fashion brands, personalization, advertising, and ethnicity. Fashion apparel producers and retailers can enhance their ability to attract and retain their target consumer group by being able to understand the preferences of their customers. Consequently, the current study's goal is to look at how people purchase fashion clothes. Although the literature has extensively covered the various dimensions of research on buying intentions, this study helps to strengthen the role of manufacturers and retailers in influencing purchase intentions among Indian consumers by examining factors such as value and status, price sensitivity, and many other brands.