Many times, our consumption culture allows us to succumb to temptation and buy things that we don’t really need. This behaviour is commonly known as ‘impulse buying.’ If I were to ask you why you tend to buy on an impulse, you’d most probably reply that you buy because it ‘feels good’. The thing with impulsive shopping is that it’s psychologically related to anxiety and happiness. It lessens the anxiety and releases the happiness hormones or ‘endorphins’. But here’s a catch, many people do not admit to being impulsive shoppers, especially the youngsters, who go on splurging on the latest trends in fashion.
That’s precisely why we conducted a survey to see how many youngsters know and acknowledge their impulse buying habit. We asked some questions to people between the age group of 18-25 (without letting them know the purpose of our survey) and here’s what we found out:
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- We asked a number of young boys and girls, how important fashion was to them, and turns out it’s the key to their confidence.
Sarah Khan Sargroh, 18, said: “Being fashionably forward is very important as it instils confidence in me. If I know I’m looking good, then I feel good which in turn gets the best out of me. ;)”
MBA student Varun Ahluwalia, 24, thinks dressing up well is synonymous to being careful about the important aspects of life. “I try to wear my best clothes every day. If I pay keen attention towards my wardrobe then I’m able to pay attention to other bigger things in life. I believe having my fashion sense in check makes me a disciplined individual.”
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- Next, we asked them how often do they shop and whether they shop online or at malls.Most youngsters tend to shop on the internet. It’s the new hub for everything, and brands and retail has found a huge market/target audience on the social platforms. However, some people still prefer to shop at the mall.
Yaseen Sheikh, a marketing fresher, is of the opinion that digital marketing is the new way to advertise oneself. He said, “With digital marketing, fashion brands get an opportunity to target us youngsters as we remain online for most part of the day. I have succumbed to shopping online as many as thrice a week. Seeing my favourite brands on sale is very tempting! ;)”
On the other hand, 26-year-old Jacintha Mascarenhas prefers to go mall-hopping. “It’s like therapy for me. Whenever I feel stressed out, go to the mall and shop. It’s a bit unhealthy for my credit card but I tend not to care at times,” says she.
- In order to find out whether youngsters are more impulsive in their shopping habits, we asked them to give us a figure that they spend each year on fashion and accessories. We also asked them if they tend to shop carefully or “at the spur of the moment”.
Jhanvi Dhulia, a design student said, “I buy whatever I like, price tag doesn’t bother me… So I can’t really give you a figure but it would be really high. I don’t know how my parents afford me!”
Even though degree college student Shilpa Mitra belongs to a middle class background, she shops for 50 grands in a year! She informs, “It’s not easy, I need to give tuitions to school kids to satisfy my fashion needs.”
Turns out youngsters are super impulsive when it comes to fashion. But don’t think it’s just the girls….
25-year-old Javed Ali, who works at a 5-star hotel, is also self-admittedly shopaholic. He said, “I’m a very social person and go many events thanks to my job. Hence I feel a strong need to not only be presentable but also make a statement when I step out. I shop online every weekend as trends change by the hour in today’s times.”
- On asking if they tend to shop more than what they set out to buy initially, it was found out that the scales remain balanced on this.
Saba Qureshi shares her tip on effective shopping: “Pick up whatever you like, just go on filling up the shopping basket. Then try the stuff out in the dressing room and shortlist. Look at the price tags and further shortlist. Finally, by the time you reach the payment counter you’ll be left with just the things you need.” Such an amazing idea Saba – shortlisting!
Himanshu Shilpekarshares his last shopping experience, “I went to the mallto buy a pair of capris and came back with a bag full of Tees and denims. Sale be damned!”
- Finally we asked the young subjects of our secret experiment, about which brands/stores they prefer? And do they shop even though they had not intended to?
Sunil Arora said, “Big labels are not my thing, I shop cheap so that I get more stuff in the same amount of money and also save up some.”
Rajat Nair, 24, says, “All my friends are from well-to-do families and they wear the top labels on a daily basis. I do find myself spending money on top brands to try and ‘fit in’. Although I know my friends would be the same with me if I wore a ‘Made in India’ label.”
In conclusion, we found out that today’s youth is extremely fashionably forward and more than willing to spend on the current trends as they find a sense of belonging in being dressed to the T.