Published Paper Details:

The main objective of this research study is to evaluate the impact of socio-economic factors (gender, age, and income) and their various interactions on the preferences of youth towards purchasing branded clothing. Gender, age and income are the three independent variables and preferences of youth towards purchasing branded clothing is the dependent variable for this study. The data for the study were gathered from 435 youths in Nagpur city through a well-structured and self-administered questionnaire. The proposed relationship was investigated empirically by performing three-way ANOVA. Analysis was done using Statistical Package for Social Sciences (SPSS). This study used availability and purposive sampling techniques for selecting the samples of youth from Nagpur city. The results of three-way ANOVA analysis show that, from the three independent variables: age, income and gender; only income is found to be significantly affecting the preferences of youth towards purchasing branded clothing. The various interaction effects were also found to be non-significant. Therefore, the research concludes that monthly household income of youth significantly influences the preference of youth towards purchase of branded clothing.