Apparel Attributes: a Reinforcer on Impulse Buying Behavior of College Students in Bangalore City

Abstract

Apparel is one of the basic human needs apart from food, water and shelter. In India, Apparel is the second largest retail industry after IT industry and also second largest foreign exchange earner for the country. This paper attempts to find out the relationship between the product attributes and impulse buying behavior with reference to College students in Bangalore City. And also the focus is to identify the different temperamental background of impulse buying behavior among male and female students. Trendy, Fashionable, Colour scheme, Quality, brand etc are the various factors related to product attributes examined. Convenience sampling method was used to collect the data, structured questionnaires were distributed to 250 respondents. The data is analyzed using SPSS, Chi-square test is used to find out the relationship between the variables.