Behavioural Patterns of Consumers in Textile Buying: A Study Based on Chi-Square Analysis

This study examines consumer preferences and behavioural patterns in textile purchases with special reference to Coimbatore city.The research aims to identify the key factors influencing purchasing decisions, including product quality, pricing, fabric preference, dress type, cultural influence, and mode of purchase.A descriptive research design was adopted, and primary data were collected from 102 respondents through a structured questionnaire using convenience sampling.Percentage analysis and chi-square test were employed as statistical tools for data interpretation.The findings reveal that the majority of respondents belong to the 18-30 years age group, indicating a strong influence of youth-driven purchasing behaviour.Casual wear (29.1%) and formal wear (26.2%) emerged as the most preferred dress types, reflecting a shift toward comfort-oriented and lifestyle-based clothing choices.Cotton (60.2%) was identified as the most preferred fabric due to its comfort and climatic suitability.The chi-square analysis (χ² = 3.66, p > 0.05) indicated no significant relationship between gender and mode of purchasing (online/offline), highlighting the growing importance of omnichannel retailing (Li, Zhao, & Ma, 2022).The study also supports the existence of an "attitude-behaviour gap," where consumers express preference for quality and sustainability but demonstrate pricesensitive buying patterns, particularly among students (Niinimäki et al., 2020).Hedonic and aesthetic motivations further influence textile purchasing decisions, especially among younger consumers (Arnold & Reynolds, 2003).Overall, the research concludes that textile purchasing behaviour in Coimbatore is predominantly influenced by comfort, affordability, youth-centric trends, and evolving retail channels.The findings provide valuable insights for textile retailers to design competitive strategies that integrate quality, pricing, experiential retailing, and digital engagement in alignment with contemporary consumer behaviour theories (Solomon, 2020).