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Review

Consumer behaviour is a complex and multidimensional concept. Defining shopping orientation is extremely difficult, due to numerous interrelated variables. It is even more difficult to define when the product in question is apparel, although, the characteristics are measurable and identifiable. Consumer Behaviour is defined as the behaviour that consumer displays in the searching for, purchasing, using, evaluating, & disposing of the products & services that they expect will satisfy their needs. Consumer Behaviour focuses on how consumer make the decisions to spend their available resources (Time, Money, Efforts) on consumption related items. That includes what they buy ,why they buy it , when they buy it, where the buy it , how often they buy it ,how often they use it ,how often they evaluate it after the purchase & the impact of such evaluations on future purchases. The purpose of this research was to investigate people to examine if differences in their buying behavior for apparel exist and to find out the relation in buying patterns of consumers with common needs or characteristics.to find out the impacts of attributes (i.e., apparel involvement, self-esteem, reference group, social class, and media) and personal characteristics would be studied and investigated separately and in relation to the purchase behavior of consumers. More information is needed to understand the consumers. Although expanding in the past five years, research about the buying behaviors of consumers has tended to avoid males. Retailers and marketers should understand the immense diversity among consumers if they are to market apparel accurately and successfully.

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