GAINING INSIGHTS INTO CUSTOMER PREFERENCES AND BUYING PATTERNS: A STUDY ON SLEEPWEAR DESIGN
Nega A, Nirmala Varghese
Keywords: Consumer Behaviour, Nightwear Design, Young Demographics, Fashion Trends, Comfort and Functionality, Sleepwear Preferences, Youth-centric designs, Buying patterns.
Abstract
The Indian fashion sector is seeing dramatic transformations in customer preferences, although sleepwear remains a relatively underexplored segment with lower purchase frequency than other garment categories. This study looks into consumer perception and purchasing behaviour in the context of sleepwear, with an emphasis on younger demographics. The study uses a mixed-methods research technique, which includes consumer surveys, trend predictions, and competition analysis, to identify major elements impacting purchasing decisions, such as fabric comfort, fit, aesthetic appeal, cost, and functionality. According to the findings, there is a growing need for sleepwear that blends comfort, style, and cost, reflecting today's youth's lifestyle goals and increasing expectations. The study emphasizes the importance of consumer insights in guiding the design direction of sleepwear collections and provides strategic advice for developing market-responsive, consumer-driven goods in the Indian fashion industry.