CONSUMER BUYING BEHAVIOR TOWARDS FASHION ACCESSORIES: EYEWEAR

Commerce

The thought processes and actions that go into purchasing and consuming things are referred to as buying behavior. Accessories refer to items other than clothing. It refers to a part that could be included in another product to improve its functionality, flexibility, or beauty as per (Oxford dictionary). This word is also known as an attachment, addition, add-on, retrofit, adjunct, component, appurtenance, (extra) component, fitting, or supplements. Shoes, handbags, belts, scarves, watches, sunglasses, jewelry, purses, wallets, gloves, fragrances, neckties, caps, and other accessories are among the many accessible fashion items. The objective of this study is to study the relationship of consumer buying behaviour of different age group with branded eyewear and to distinguish between customer preferences for eyewear among men and women. Data was gathered via primary as well as secondary sources, such as questionnaire, Google forms, survey, journals, magazines, internet, etc. research methodology is a descriptive research approach. 200 respondents from the Haryana region were used to survey. Non probability sampling technique used to select sample. Numerous factors, including those that are personal, social, cultural, and psychological, have been discovered to be important in changing the purchase behavior of consumers. To remain competitive, seize a significant market share, and attract new customers while maintaining current ones, businesses and marketers should monitor consumer purchasing trends. Tables, graphs, percentage were used to analyze the data collected from the respondents. It was discovered that opinions on branded eyeglasses fluctuate significantly between age groups. Men and women prefer different designs and styles of eyewear, and these preferences differ significantly. Therefore, it is advised that manufacturers change their goods and increase their value to make them desirable to all age groups.

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