Empirical Analysis of Fashion Trends and Shopping Behaviour Among Young Consumers in Thiruvananthapuram District
Author(s): Sheeja PR
Abstract: Fashion trends change seasonally, driven by young consumers expressing themselves through clothing. Kerala's blend of tradition and modernity makes it a fascinating setting to explore young consumers' fashion preferences. This study presents an empirical analysis of fashion trends and shopping behaviour among young consumers in Thiruvananthapuram District, Kerala. The research examines the demographic and socio-economic characteristics of young fashion consumers, analyses their shopping behaviour, and investigates the impact of social media on their shopping, fashion trends and preferences. A descriptive research approach was employed, surveying 150 youths aged 18-23 through a simple random sampling method. Results show that respondents prioritize quality, stay updated with fashion trends, and prefer Omni-channel shopping. Social media significantly influences their fashion choices, with Instagram and YouTube being key sources of trend information. The study provides insights into the shopping habits and preferences of young consumers, highlighting the role of social media in shaping their fashion behaviour.
Sheeja PR. Empirical Analysis of Fashion Trends and Shopping Behaviour Among Young Consumers in Thiruvananthapuram District. Int J Multidiscip Trends 2025;7(11):165-169. DOI: 10.22271/multi.2025.v7.i11c.838
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