ROLE OF PEER RECOMMENDATION ON COLLEGE STUDENTS' FASHION APPAREL

Every decade arises with different forms and perspectives of fashion around the world with new creation and innovation. This has led to field of study in Fashion designing around the world where creator let loose with their creation around the fabrics and accessories. Apparel talks about one’s appearance, status, maturity, age and mostly their personality. This paper is about impact of peer recommendations on consumer behaviour of purchasing the apparels, focused among the college students of the range 18-25 years. Results show the relationship between how an individual is influenced into buying and peer recommendation with different variables involved depending of demographics, shopping preferences, peer influence and social media trends. Keywords: Peer Recommendation, Fashion Apparel, College Students, Shopping Behaviour, Social Media Trends