Decision-making behaviour towards casual wear buying: A study of young consumers in Nagpur Maharashtra Dr. Sudame Prafulla*, Deshpande Mukta V., Researcher *Assistant Professor & HOD, Accounts and Statistics’, C. P& Berar College, Tulsibagh, Nagpur Online published on 20 June, 2013. Abstract This study explores the popularity of branded apparels and aims to find out if youth are attracted towards branded apparels or if they prefer non branded apparels. It also explores into the influential factors that lead to the purchase of a particular brand namely; Brand Name, Product Quality, Design, Store Environment, Price and Promotion. This study also tests if there is any significant difference between the degree of brand preference and the level of agreement with the social status that brands depict. This paper also looks at young consumers’ decision-making behaviour towards casual wear purchase in Nagpur, Maharashtra. Specifically, it offers empirical results on the relationship between consumers’ decision-making styles and clothing choice criteria towards buying casual wear. The Consumer Style Inventory (CSI), developed by Sproles and Kendall (1986) for examining different consumer decision-making styles, was adapted in this study. A questionnaire survey was employed as the tool to collect primary data and the research instrument was administered to 161 Nagpur University students. The results show that six decision-making styles (recreational and hedonistic consciousness, perfectionism consciousness, confused by over choice, habitual and brand loyalty, price and value consciousness, and brand and fashion consciousness) were found in Nagpur. Top Keywords Brand, decision making, Casual wear and Consumer Style Inventory. Top |