Impact of Demographic Factors on the Determinants of Purchase Intention toward Fashion Apparels among College Students

Abstract

Globalization has changed the consumer perspective especially for fashion apparels all over the world. Over the last 20 years and so, fashion apparel industry has witnessed a significant change, which has compelled the fashion apparels marketers to design and implement cost effective flexible strategies to retain a profitable position in the increasingly demanding market (Bhardwaj & Fairhurst, 2010). Today’s fashion apparel market is highly competitive and it is changing constantly at par with consumers’ changing desire. Exploring the consumer’s likings towards fashion apparels is the most critical decision which guiding the revenue generation. Understanding the needs of customers by exploring their pattern of buying a particular fashion apparel brand is the objective of every firm (Vikkraman and Sumathi, 2012). Fashion apparel retailers are using their capability of forecasting consumer demand and fashion trends in order to compete in the market (Guercini, 2001).