2017, VOL. 3 ISSUE 2, PART D
The present study dealt with “Consumer buying and clothing behaviour of Hindu working women of Uttar Pradesh” which involved the buying practices of Hindu working women. The study was taken up with the following objectives:-
• To study consumer behaviour of Hindu working women of Uttar Pradesh.
• To study the costumes worn by Hindu working women of Uttar Pradesh.
• To study the buying behaviour of clothing and accessories among Hindu working women of Uttar Pradesh.
To conduct this study, the related literature on clothing practices, culture of Hindu women and Consumer behaviour was reviewed. The survey method was adopted for collection of Data. This Data was collected from Hindu working women in the age of 25 to 55 years who fell in middle income group.
A set of questions was prepared for survey. Questionnaire was developed in two sections: Buying Practices and clothing practices. It was distributed to respondents at their respective working place, i.e. schools, colleges, hospitals, offices etc. The respondents were 500 of Hindu working women. The collected data was subjected to statistical analysis.
The study revealed that there were partial differences in the clothing practices of Hindu working women. Hindu women were more adopting western culture. There were many colours, texture and print choices of Hindu working women. They further use of accessories, jewellery and cosmetics. Aspects of wardrobe planning and frequency of buying clothes also made a difference.