Investigating The Impact Of Economic Factors, Perception Of Branded/Unbranded Apparel And Promotional Activities On Young Consumer Buying Behavior Towards Apparel In Ghaziabad City

Abstract

The apparel industry in Ghaziabad City, India, undergoes dynamic shifts influenced by economic factors, consumer perceptions, and promotional activities. This study delves into how these elements collectively shape the buying behavior of young consumers aged 18 to 35 towards apparel. Economic factors such as income, employment status, and inflation rates exert significant influence, alongside perceptions of branded/unbranded apparel, where branding signifies quality and status, impacting consumer choices. Moreover, promotional activities, encompassing discounts and social media campaigns, are pivotal in shaping purchasing decisions. Through a cross-sectional research design and data collected via a structured questionnaire distributed to 242 young consumers, statistical analyses, including regression, reveal substantial relationships between these variables. The findings highlight the importance of economic stability, favorable brand perceptions, and effective promotional strategies in driving apparel purchases among young consumers, offering valuable insights for apparel businesses to tailor marketing strategies and remain competitive in Ghaziabad City's dynamic apparel market.