The college-goers, as a market segment, are immensely significant in India in terms of both magnitude and spending capacity and one of the most important items purchased by young people is apparel. The apparel purchase behavior of the college-goers of Kolkata are explored in this paper in terms of types of apparel purchased, purchase frequency, store choice, and influence of shopping companions. Qualitative study with a purposive quota sampling design is used. Kolkata being a cosmopolitan city with residents of different states speaking different languages and belonging to different sub-cultures, the study helps explore the apparel shopping behavior of urban Indian college-goers in general.
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