Consumer Buying Behaviour Towards Fitness Apparel Among Youth in Surat: A Comparative Study of National and International Brands

Abstract

This study examined the buying behaviour of youth towards fitness apparel in Surat city, with a comparison between national and international brands. The main objective was to understand how factors such as brand image, price, and quality influence purchase decisions. Data was collected from 300 respondents using a structured questionnaire. The study used simple statistical tools like percentage analysis, mean, standard deviation, correlation, t-test, ANOVA, and Chi-square test to analyse the data.

The findings showed that most respondents belonged to the age group of 21–25 years and were actively involved in fitness activities. Online shopping was found to be the most preferred mode of purchase. Quality (29.3%) and price (26.7%) were the most important factors influencing buying decisions. Descriptive statistics indicated that the average response was above 3.5, showing a positive attitude towards fitness apparel. The reliability test showed a Cronbach’s Alpha value of 0.842, confirming that the data was consistent. The normality test (p > 0.05) confirmed that the data was normally distributed.