The paper aims for understanding the Indian youth jeans buying consumer behavior and preferences. The paper highlights consumers’ inclination towards brands and investigates the level of satisfaction by Indian youth consumer regarding the current available Jeans and issues related to it. In total 73 subjects (47 male and 26 female) aged between 18 to 35 years from diverse economic and social backgrounds were studied using the convenient sampling method. The structured questionnaire with a variety of questions having non-mutually exclusive options (multiple choice as well as dichotomous), rank, order and scale were used for the study. Statistical Package for Social Sciences (SPSS) was used to analyze results of the study. The research reveals that the Indian youth is highly inclined to brand while jeans buying and even after paying a decent amount, the consumer is not satisfied with the product. Fit related issues are very much prevalent and are a matter of concern. With the increased number of youth in India such issues need to be taken care by the product providers to take the business advantage.
India is one of the largest and fast growing economies of world and is country of youths with median age of 25 years (Ernst and Young 2010).
About the Authors:
Manoj Tiwari is associated with Department of Fashion Technology at National Institute of Fashion Technology, Gandhinagar, Gujarat.
Prof. (Dr.) Noopur Anand is also associated with the Department of Fashion Technology at National Institute of Fashion Technology, New Delhi