Role of Youth Psychographic Dimensions in Selecting Apparel Store with Reference to Shimoga Dist. - An Empirical Study

Abstract

Psychographic characteristics of youth play an important role in selecting the apparel stores. The purpose of the present is to identify the various psychographic characteristics of youth using the AIO lifestyle approach and also to find the important store attributes considered important by youth while selecting the apparel store. The study is confined to youth who aged between 18-35 years in Shimoga Dist. Karnataka. Total 152 valid responses were collected through a structured questionnaire using convenience sampling technique. Using Exploratory Factor Analysis five factors (dimensions) were identified such as Extrovert life loving and Price Conscious”, “Sports Lovers”, “Fashion Conscious”, “Innovators and Health Concern” and “Excitement seekers compatible with opposite gender”. And four important store dimensions identified through EFA.