Factors influencing clothing preferences and fashion interest among tribal youths in Odisha

Abstract

The purpose of the study is to explore the factors influencing clothing preference and fashion interest also the Effect of digital marketing on purchasing decisions of tribal youths. A Field study was conducted in Bhubaneswar city, and data were collected from 100 respondents aged between 18 to 25 years. Consumer behaviour is considered different regarding products, features, quality, pricing, colour, and buying behaviour.