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 the
industry's backbone. Consumers today have an array of options, ranging from fashion and styling to high
end fashion. The fact that women fashion has always been reflected as advancements in society which is
undeniable. And, as Indian women reach adulthood, the statement takes on added significance when
discussing what they wear. Financial freedom is one of the top concerns for Indian women, particularly
in urban areas, and with it comes the opportunity to live a lifestyle that suits one's interests and
inclinations. Women enjoy wearing expensive jewellery, carrying high-end electronics, and purchasing
clothing and footwear that make them look beautiful, feel comfortable, and express their style statement
subtly. When it comes to asking for innerwear or lingerie, the faces that used to be hesitant and 'do not
pass your limit' have become less aggressive and more argumentative. Like many Indians who enjoy
arguing about anything, Indian ladies now want to discuss their innerwear with persons who can help
them get the right things they want. Women used to be at the sole discretion of salesmen who used to pick
on the perfect piece of lingerie for them based on size, fit, and brand. The study is concerned with the
attitudes, characteristics, and purchasing decisions of young women towards lingerie, as well as its role
in today's quickly changing times. A systematic questionnaire is used to collect data from 100 young
women between the ages of 18 and 30 years