A Study on Attributes and Buying Behaviour of Females towards Intimate Apparels

Lingerie as a product category now boasts a wide product range, with creative advances serving as theindustry's backbone. Consumers today have an array of options, ranging from fashion and styling to highend fashion. The fact that women fashion has always been reflected as advancements in society which isundeniable. And, as Indian women reach adulthood, the statement takes on added significance whendiscussing what they wear. Financial freedom is one of the top concerns for Indian women, particularlyin urban areas, and with it comes the opportunity to live a lifestyle that suits one's interests andinclinations. Women enjoy wearing expensive jewellery, carrying high-end electronics, and purchasingclothing and footwear that make them look beautiful, feel comfortable, and express their style statementsubtly. When it comes to asking for innerwear or lingerie, the faces that used to be hesitant and 'do notpass your limit' have become less aggressive and more argumentative. Like many Indians who enjoyarguing about anything, Indian ladies now want to discuss their innerwear with persons who can helpthem get the right things they want. Women used to be at the sole discretion of salesmen who used to pickon the perfect piece of lingerie for them based on size, fit, and brand. The study is concerned with theattitudes, characteristics, and purchasing decisions of young women towards lingerie, as well as its rolein today's quickly changing times. A systematic questionnaire is used to collect data from 100 youngwomen between the ages of 18 and 30 years