A Study of Apparel Preferences and Buying Behavior of Middle Aged Women with Special Reference to Kolhapur District

Abstract

The apparel industry in India has witnessed significant transformations in consumer behaviour newlineover the past decade, influenced by demographic shifts, cultural dynamics, and socio-economic newlinedevelopments. Among various consumer segments, middle-aged women represent a critical newlineyet under-researched group whose apparel preferences and buying behaviour are shaped by a newlineblend of tradition, modernity, lifestyle choices, and economic status. This study titled A Study newlineof Apparel Preferences and Buying Behaviour of Middle-Aged Women with Special Reference newlineto Kolhapur District aims to explore the purchasing decisions, style inclinations, influencing newlinefactors, and consumption patterns prevalent among women aged 40 to 55 years. newlineThe research was conducted in Kolhapur District of Maharashtra, a region known for its vibrant newlinecultural heritage, economic diversification, and evolving fashion sensibilities. The study newlinefocused on capturing the distinct preferences of this demographic in relation to apparel newlinecategories such as ethnic wear, western wear, fusion fashion, and functional clothing. A mixedmethod newlineapproach was adopted, combining quantitative data collection through structured newlinequestionnaires from 416 respondents and qualitative insights through in-depth interviews with newlineselected retailers. newlineThe findings reveal that a majority of middle-aged women in Kolhapur district display a strong newlinepreference for ethnic wear, including sarees, salwar suits, and kurtis. These preferences are newlinedeeply rooted in cultural identity, traditional values, and comfort. However, there is a gradual newlinebut noticeable shift towards semi-formal and fusion wear among urban and working women, newlineespecially for regular use, social gatherings and workplace attire. Price sensitivity, fabric newlinequality, brand trust, and visual appeal emerged as key determinants in buying decisions. newlineAdditionally, word-of-mouth, social influence from family members, and increasing digital newlineexposure through social media platforms have significantly impacted their choices. newlineThe study also identifies