Decision-Making Style of Purchasing Fashion Apparels among Rural Youth

The purpose of this study is to examine and analyze the decision making styles of rural youth in Dharmapuri District towards fashion apparels and also tried to find out the factors influencing decision making styles. For this study the survey was conducted during 1st February to 31st March 2019. The data was collected from respondents through scheduled containing questions. The study result concluded that gender is not affecting the decision making styles. Six reliable factors of consumer decision-making styles on purchasing fashion apparels were identified in this study, which are quality, fashion, enjoyment and happiness, price, brand and familiarity. The findings in this study were useful in helping marketer to reallocate their marketing strategies and provide information to marketers about the consumers decision-making profile of rural youth in Dharmapuri District.