• Shivangi Verma

The Indian customer has undergone a remarkable transformation. Just a decade or two ago, the Indian customer saved most of his income, purchased the bare necessities and rarely indulged himself. Today, armed with a higher income, credit cards, exposure to the shopping culture of the west and a desire to improve his standard of living, the Indian consumer is spending like ever before. Organized retail with its variety of products and multitude of malls and supermarkets is fueling their addiction. Most customers’ preferences change according to the change in fashion. Indian economy is one of the fastest growing economies in the world and is observing shifts in consumer preferences. Indian apparel industry is the second largest contributor in retail industry. Its overall retail picture has shown long-term growth with the increase of income, increased exposure to foreign brands. According to an article in Economic Times, market of branded apparels in India may rise to Rs.250K crore by 2020. Today the people of India have become brand conscious and they prefer branded products to show off their status symbol. Customers rely on branded products and mostly prefer to buy products with well-known brand name (Malik et al., 2013). One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.” Consumer value is a cognitive-affective evaluation of an exchange relationship carried out by a person at any stage of the process of purchase decision, characterized by a string of tangible and/or intangible elements which determine, and are also capable of, a comparative, personal, and preferential judgment conditioned by the time, place, and circumstances of the evaluation.

Consumer Buying Behavior of Youth in Lucknow City with Special Reference to Branded Outfits

"Consumer Buying Behavior of Youth in Lucknow City with Special Reference to Branded Outfits", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 8, page no.47-52, August-2018, Available :http://www.jetir.org/papers/JETIR1808304.pdf

"Consumer Buying Behavior of Youth in Lucknow City with Special Reference to Branded Outfits", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 8, page no. pp47-52, August-2018, Available at : http://www.jetir.org/papers/JETIR1808304.pdf