Examination of the Moderation Effect of Generations on Buying Behavior of Women : A Special Focus on Fashion Apparel

The demand for fashion apparel by consumers these days is at its peak, which has caused a paradigm shift in the consumers' preferences and the retail industry. This paper is an attempt to check the impact of selected factors such as store characteristics, product characteristics, and external factors on the buying behavior of women. This paper attempts to find the moderation effect of generation on buying behavior. Therefore, for this purpose of research, data has been collected from 300 respondents and statistical tools EFA, CFA, and moderation effect has been calculated. The results of the study show no significant difference between Gen X and Gen Y. Further research needs to be conducted to evaluate the liking and preferences of consumers in the places of different cultural backgrounds for finding out the similarities and differences. As a retailer of apparels, these insights can be incorporated in the policy formulation to make the purchases a real time customer delight