Despite the fact that it has made the life of marketers troublesome but at the same time, keeping a close eye on buying behavior of all consumers has become predictable and unavoidable. This paper is an attempt to examine the factors that affect the buying behavior and purchase decisions of undergraduate students for clothing or apparel.
Another way of looking at this topic would be through the study of Neal and Pettigrew (2007). Their research indicates that the purchasing decisions of any young consumer would indicate a pattern along with mental and cognitive orientations (pp. 227). The same would be dominating the consumer throughout his purchasing choices. These crucial cognitive orientations fall into eight board categories namely, “perfectionism consciousness, brand consciousness, novelty and fashion consciousness, impulsive and careless consumer, confused by over choice consumer, recreational and hedonistic shopping consciousness, price and value consciousness and habitual and brand loyal consumer” (Neal & Pettigrew, pp. 227, 2007).
However, important here to note is that the extent to which they apply to young consumer differs greatly from demographic regions, thus, indicating the importance of region factor. For example, for developed and developing markets like Australia, United States, New Zealand, India and Greece, three factors, namely brand consciousness, novelty and fashion consciousness (Hatch & Roberts, pp. 341-357, 1995) and habitual and brand loyalty dominate the scene. However, research reveals that for the British undergraduate market, two other factors, time-energy conserving and store loyal customers (Hatch & Roberts, pp. 341-357, 1995), also become a part of discussion. In contrast, the Germans indicated that they are more “variety seekers”. Moreover, they also showed signs of being sensitive towards all factors excluding price and value consciousness and habitual and brand