• Priyanka

The apparel industry is undergoing significant changes in response to changing consumer preferences, increasing fashion consciousness, digitalization and evolving purchasing patterns among young consumers. Young adults represent an important consumer segment because their apparel choices are influenced by a combination of economic, psychological, social and product-related factors. The present study aims to examine the role of price sensitivity, style preferences and brand orientation in determining apparel purchasing behaviour among young adults in Haryana. The study focuses on young college students and working professionals residing in Hisar, Gurugram and Faridabad. A descriptive and analytical research design is proposed for the study. A total sample of 300 respondents will be selected, comprising 150 college students and 150 working professionals, with 50 students and 50 working professionals from each selected location. The major constructs include price sensitivity, style preferences, brand orientation and purchasing behaviour. The result showed that affordability and value for money play a significant role in shaping purchasing decisions. The findings indicate that style, price, and brand-related factors collectively contribute to shaping apparel purchasing behaviour.

Apparel Purchasing Behaviour, Young Adults, Price Sensitivity, Style Preferences, Brand Orientation

"THE ROLE OF PRICE SENSITIVITY, STYLE PREFERENCES AND BRAND ORIENTATION IN APPAREL PURCHASING BEHAVIOUR AMONG YOUNG ADULTS IN HARYANA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 9, page no.a623-a630, September-2026, Available :http://www.jetir.org/papers/JETIR2609076.pdf

"THE ROLE OF PRICE SENSITIVITY, STYLE PREFERENCES AND BRAND ORIENTATION IN APPAREL PURCHASING BEHAVIOUR AMONG YOUNG ADULTS IN HARYANA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 9, page no. ppa623-a630, September-2026, Available at : http://www.jetir.org/papers/JETIR2609076.pdf