Unraveling Consumer Buying Behaviour: A Study on Influencing Factors in Clothing and Accessories in Bhubaneswar City

ASES EDUSCI ASES INTERNATIONAL JOURNAL OF EDUCATION SCIENCE ISSN 2822-6844 Year (2025) Vol:5 Issue: 2 Issued in December 2025 www.e-edusci.com 529 Article Arrival Date Article Published Date 29.10.2025 20.12.2025 Unraveling Consumer Buying Behaviour: A Study on Influencing Factors in Clothing and Accessories in Bhubaneswar City Prathyusha Kantheti*1, Bijaylaxmi Behera2, Pushpalatha Kyatam3 *1Assistant Professor, Dept. of Apparel and Textile Science, College of Community Science, Odisha University of Agriculture and Technology, Bhubaneswar, Odisha 2Ph.D Scholar, Dept. of Extension Education and Communication Management, Sardar Krishinagar Dantiwada Agricultural University, Dantiwada, Gujurat 3Teaching Associate, Dept. of Apparel and Textiles, College of Community Science, Professor Jayashankar Telangana Agricultural University, Hyderabad, Telangana Abstract: In an era where customer identity is inextricably tied to fashion choices, understanding the psychological and behaviour patterns of apparel and accessory purchases has become important for modern retail success. This research investigates consumer purchasing behaviour in the clothes and accessories industry, focusing on variables that impact purchase decisions, platform preferences, and consumption patterns among young people in the city of Bhubaneswar, Odisha State. Using a structured questionnaire distributed to 100 respondents from various demographics mostly students aged 20-25 the survey provides insights into purchase frequency, style choices, brand preferences, and the influence of external stimuli such as advertising and celebrity endorsements. The results show a strong preference for casual and Indo-Western clothing, with comfort, fit, and quality being the key buying motivators. Both online and offline retail forms were equally popular, however offline retail remains very relevant. Notably, celebrity and media effects were found to be modest, with most customers depending on their own judgement or family advice. The study also highlighted the rising importance of sustainability and aesthetic appeal in purchase decisions. This study has important implications for merchants and marketers looking to understand and respond to the changing tastes of modern consumers. Keywords: Consumer Buying Behaviour, Fashion Retail, Online and Offline Shopping, Purchase Decision Factors, Sustainability in Fashion Introduction: Clothing is a fundamental human need, essential for social identification and good planning, intelligent selection, and wise purchasing [3]. In the dynamic landscape of consumerism, the clothing and accessories industry plays a vital role in shaping personal identity, lifestyle, and economic behaviour. With the rapid evolution of fashion trends, digital retail platforms, and advertising influence, consumer preferences have undergone significant transformation. This research delves into the nuances of consumer buying behaviour, particularly focusing on the frequency, preferences, platforms, and psychological factors that influence purchasing ASES EDUSCI ASES INTERNATIONAL JOURNAL OF EDUCATION SCIENCE ISSN 2822-6844 Year (2025) Vol:5 Issue: 2 Issued in December 2025 www.e-edusci.com 530 decisions related to clothing and accessories. The study is done to recognize the buying preferences of youth both boys and girls in the city of Bhubaneswar, Odisha State. The survey, encompassing 100 participants delves the current buying preferences and fashion trends among the gen-z. A notable 32% of participants were male and 68% were female maximum in the age group of 20-25. Women prefer shopping at department stores for presents, while 75% of women bought gifts from discounters this year, citing ease, low prices, and high-quality products [16]. Furthermore, the survey explores the participants understanding of fashion, buying preferences, brand preferences and accessories sustainability. The majority of participants were students, and most preferred casual and Indo-Western attire. Comfort, fit, and quality emerged as significant buying reasons, with online and offline shopping channels being equally appreciated. Trend influence, celebrity endorsements, and commercials had little influence, as decisions were frequently made alone or with family participation. Sustainability awareness and aesthetic appeal were also important factors in moulding customer preferences [8]. According to studies based on the Stimulus-Organism-Response (SOR) model, variables such as risk reduction, seller reputation, electronic word of mouth (eWOM), and warranties considerably increase customer trust while purchasing online. This increased confidence has a favourable impact on online impulsive purchase intentions, particularly when instalment payment alternatives are offered. According to the study, providing various payment options and increasing trust-building processes can successfully drive spontaneous purchase behaviour in digital retail settings [9]. The survey limelight’s a very general habit which is a very important structure of attire merchandise. This study aims to highlight emerging trends and dominant influencers in purchase decisions by understanding the behavioural patterns of various consumer segments, particularly students, who make up a large portion of the consumer base. This will provide insights for retailers, marketers, and fashion brands. Materials and methods: The study was conducted using a sample of 100 participants across various demographic groups. A random sampling method was adopted to ensure an unbiased representation of consumer behaviours and preferences. The research followed a descriptive survey design, collecting quantitative data via structured questionnaire. A well-framed questionnaire was used as the primary data collection instrument, including both multiple-choice and scaled-response questions to capture a comprehensive view of consumer behaviour. The responses were compiled and analyzed in percentages to interpret trends in shopping frequency, platform preference, style choices, influencer effects, and sustainability considerations. Result and discussion: Table 1: Demographic and Behavioural Characteristics of Respondents – Clothing & Accessories Sl. No. Category Options / Values Percentage 1. Age 20–25 18–20 30–35 66% 33% 1% 2. Gender Female Male Others 68% 32% Nil ASES EDUSCI ASES INTERNATIONAL JOURNAL OF EDUCATION SCIENCE ISSN 2822-6844 Year (2025) Vol:5 Issue: 2 Issued in December 2025 www.e-edusci.com 531 3. Working Status Students Others 93% 7% 5. Monthly allowance/spending capacity > ₹10,000 < ₹10,000 75% 25% Buying behavioral patterns (Clothes) 6. How often do you shop for clothing/accessories? Several times/year Once in 2–3 months Twice a year Monthly Rarely 36% 36% 9% 9% 10% 7. What type of shopping do you prefer? Online Offline Both 18% 28% 53% 8. Which types of clothing do you buy most often? Casual Ethnic Party Sportswear Formal wear 42% 12% 32% 6% 8% 9. Amounts spend on clothing per month Less than 1000 1000-2000 2000-5000 46% 32% 22% 10. Do you purchase accessories Frequently Occasionally Rarely 35% 50% 15% Influencing factors in buying decisions 7. What influences your purchase decisions the most? Price Brand Quality Design/Style Fashion/Trend Peer Influence Social media Celebrity Endorsement Sales/discount Need /utility 13% 18% 10% 9% 11% 09% 08% 4% 12% 6% ASES EDUSCI ASES INTERNATIONAL JOURNAL OF EDUCATION SCIENCE ISSN 2822-6844 Year (2025) Vol:5 Issue: 2 Issued in December 2025 www.e-edusci.com 532 8. Do you consider sustainability/eco-friendliness in clothing while purchasing? Always Sometime Rarely Not at all 35% 42% 11% 12% Preferences & Perceptions 9. How important is brand name to you in clothing/accessories? Very important 73% Somewhat important 17% Not important 10% 10. What motivates you to buy a new outfit? Occasion (festival, wedding, party) Change in season Peer pressure/fashion trend Personal satisfaction Social media promotions 13% 15% 38% 24% 10% 11. Do you prefer local markets or branded stores for clothing? Local markets Branded stores Both equally 24% 56% 20% 12. Clothes Worn Often Indo-western Indian Western 44% 41% 15% 10. Clothing Style Casual Classic Trendy 78% 46% 43% 12. Impulsive buying practices Most often 46% Moderate 24% Rarely 30% 13. Favorite shopping apps for apparel Myntra 19% Flipkart 13% Amazon 6% Max 10% Nyka 14% Meesho 5% ASES EDUSCI ASES INTERNATIONAL JOURNAL OF EDUCATION SCIENCE ISSN 2822-6844 Year (2025) Vol:5 Issue: 2 Issued in December 2025 www.e-edusci.com 533 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% How often do you shop for clothing/accessories? What type of shopping do you prefer? Which types of clothing do you buy most often? Amounts spend on clothing per month Do you purchase accessories Buying Behavioral Patterns Ajio 8% Shein 8% Watsapp 3% Instagram 6% Facebook 6% others 2% 15. Clothing styles that are commonly preferred Current trends 64% Timeless & classic styles 36% 16. Influence of advertisements in TV shows & different social media platforms on buying preferences of clothes Most often 82% Rarely 14% Never 4% 17. Influence of fashion influences or celebrities on buying preferences Most often 57% Rarely 20% Never 23% 18. Expressing one’s individuality through fashion choices Very Important 70% Somewhat important 20% Neutral 10% ASES EDUSCI ASES INTERNATIONAL JOURNAL OF EDUCATION SCIENCE ISSN 2822-6844 Year (2025) Vol:5 Issue: 2 Issued in December 2025 www.e-edusci.com 534 FIG 1: Distribution of Consumers Based on Buying Behaviour FIG 2: Percentage Distribution of Respondents by Purchase Decision Factors Discussion The study provides valuable insights into the buying behaviour of college-going youth in Bhubaneswar, with a focus on clothing and accessories. This demographic is particularly important due to its evolving fashion consciousness and digital savviness [23]. Many respondents (66%) fall in the age group of 20–25 years, with females (68%) comprising a larger proportion, consistent with trends observed in previous studies that show young women tend to be more engaged in fashion-related purchases [1 & 6]. Unsurprisingly, 93% of the participants are students, reflecting the core target demographic of young urban consumers, whose lifestyle, social exposure, and media consumption patterns strongly influence their fashion choices [18]. This cohort represents a generation with evolving tastes, influenced heavily by both peer groups and global fashion trends [29]. The financial analysis indicates that 75% of respondents have a monthly allowance above ₹10,000, suggesting significant purchasing power and an active role as urban consumers. This supports the idea that urban youth, especially those from middle to upper-income households, are active contributors to the growing Indian fashion retail market [26]. In terms of shopping frequency, a notable share (36%) shops several times a year or once every two to three months, indicating moderate but consistent buying activity aligned with lifestyle needs and seasonal fashion cycles [7]. A significant trend observed is the preference for both online and offline shopping (53%), highlighting omnichannel behaviour—a hallmark of modern consumerism where convenience, experience, and product accessibility intersect [20]. While online platforms provide ease and variety, physical store visits still hold relevance for tactile experiences and assurance of fit and quality [13]. Among online platforms, Myntra (19%), Nykaa (14%), and Flipkart (13%) emerged as the most used, indicating brand-specific loyalty in the digital space. This supports the trend of brand-centric app usage among Gen Z and millennials in India [20]. Casual wear dominates the wardrobe preferences (42%), followed by party wear (32%), ASES EDUSCI ASES INTERNATIONAL JOURNAL OF EDUCATION SCIENCE ISSN 2822-6844 Year (2025) Vol:5 Issue: 2 Issued in December 2025 www.e-edusci.com 535 aligning with the social and academic lives of students who prioritize comfort and versatility in everyday clothing [22]. Interestingly, Indo-western styles (44%) and Indian wear (41%) are more common than purely western outfits, indicating a cultural hybridity in clothing preferences, where youth embrace modern silhouettes while retaining ethnic influences [19]. When analysing spending patterns, 46% spend less than ₹1000 per month on clothing. This suggests that while students have a significant allowance, it is distributed across multiple lifestyle expenses like food, gadgets, or travel [24]. Accessory buying is also prominent, with 50% purchasing occasionally and 35% frequently mirroring the popularity of fast fashion and small-ticket fashion indulgences among college students [11]. In terms of influencing factors, brand image (18%), sales/discounts (12%), and fashion trends (11%) top the list, reflecting a blend of aspirational buying and value-conscious decisionmaking. While celebrity endorsements (4%) and social media (8%) seem to play a lesser direct role, a deeper look reveals otherwise. When asked separately, 57% admitted that fashion influencers often influence their purchases, and 82% stated that advertisements on TV and social media affect their clothing preferences. This aligns with studies that emphasize the subconscious and affective impact of visual marketing and influencer culture on youth [4, 5]. Sustainability, though still emerging, is a growing concern: 35% always and 42% sometimes consider eco-friendliness in their purchases. This indicates that environmental awareness is increasing among young consumers, even if not yet a primary driver of purchase [10, 2]. Factors such as price, availability, and design still dominate the decision-making process, but the inclusion of sustainability considerations is a positive shift toward conscious consumption [30]. Brand consciousness is prominent, with 73% considering it very important. This echoes global youth consumer behaviour, where branded apparel is often linked to social status, trust in quality, and peer validation [17, 15]. Interestingly, while 56% prefer branded stores, 24% still shop in local markets. This suggests a balanced approach where affordability and uniqueness are also valued—an example of the ‘mix and match’ attitude in youth fashion [12]. Peer influence (38%), personal satisfaction (24%), and seasonal changes (15%) emerged as key motivators for new purchases. This affirms the social identity theory in fashion, which states that clothing choices are often shaped by the need to conform to peer groups and assert individual identity [27,25]. Fashion is deeply tied to self-expression—70% of students consider it very important to express individuality through clothing, reinforcing its psychological and emotional relevance [2, 21] Impulsive buying is common, with 46% reporting frequent unplanned purchases. Casual (78%), trendy (43%), and classic (46%) styles dominate, reflecting a desire for comfort, versatility, and fashion-forward appearance. This behaviour aligns with the traits of the Gen Z cohort, who seek self-expression, trendiness, and instant gratification in shopping experiences [1, 14] Conclusion The findings of this study reveal that college-going students in Bhubaneswar exhibit a dynamic and evolving buying behaviour influenced by a mix of practical needs, peer and media influence, brand orientation, and individual style expression. The fusion of traditional and contemporary clothing choices, coupled with a preference for both online and offline shopping modes, illustrates the hybrid consumer nature of urban youth. Brand, discounts, and trends significantly impact purchase decisions, but sustainability and individuality are gaining relevance. The role of advertisements and influencers, though not always directly acknowledged, clearly shapes consumer choices. 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