Youth Consumer Behaviour on Apparel

General Characteristic

Understanding the changing age distribution and its effect on consumer behaviour provides insight on the types of products and services that will be bought and consumed in the future,as well as on related behaviours, attitudes, and opinions.

In consumer behaviour, we know the cohorot analysis as a fundmental to understanding changing consumer markets, not only understanding the number of people n each age group but also the important influences on their lives, including media, peers, and parents. A cohorot is any group of individuals linked as a group in some way – usually by age.

Generally, demographic by age is divided into 5 parts which are children, teenagers, young adults, adults, and senior citizen. Each group has different characteristic, influencer, or purchasing power.We now emphasized to the group of young adults.

Young adults are situated in a different category between childhood to adulthood. The transition from childhood to adulthood is a complex process in which youth who have been dependent on parents throughout childhood start taking definitive steps to achieve measures of financial, residential and emotional independence. During the childhood, there is an influence of family. But in the late adoloscence the relationship between the parent and the child changes. In that point, the informal groups have an influence on young adults.

Young adult, at the period of transition from adolescence to early adulthood, the young people seek to establish their own individual behaviour patterns, attitudes, and values, hence their own consumption patterns. Secondly, young people are able to influence the purchase and decision-making of others. Thirdly, they act as a change agent by influencing society and culture. And finally, they have a high disposable expenditure.

The young adults’ consumption behaviour is investigated on the basis of the apparel consumer products. Apparel products are choosen because they are perceived...