A Study on Consumer Buying Behaviour Towards Denim Jeans of a Fashion Brand

Ms Sukriti Sachdeva, Fashion Management Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus

ABSTRACT

In the contemporary fashion market, denim jeans have moved beyond being a basic clothing item to becoming an essential part of consumers’ everyday lifestyle and personal style. With the increasing presence of fashion brands and growing consumer awareness, buyers today place greater emphasis on both functional and experiential aspects while purchasing denim jeans. From a consumer buying behaviour perspective, factors such as comfort and fit satisfaction, durability and quality of denim, and value for money play a crucial role in shaping purchase decisions. Consumers tend to prefer denim brands that offer a balance between style, long-lasting fabric quality, and affordability. The perception of comfort and proper fit significantly influences repeat purchases, while durability and fabric quality build long-term brand trust. Additionally, value for money remains a key determinant, as consumers seek products that justify their price through performance and longevity. Understanding these measurable elements is important for fashion brands to align their product offerings with consumer expectations. This study focuses on examining how comfort and fit satisfaction, durability and quality of denim, and value for money influence consumer awareness, preferences, and purchasing intentions towards denim jeans from a fashion brand.

INTRODUCTION 

Denim jeans have long been a staple in the global fashion industry, valued for their versatility, durability, and timeless appeal. Over the years, denim has evolved from workwear to an everyday fashion essential worn across age groups, genders, and lifestyles. In today’s competitive fashion market, consumers are exposed to a wide range of denim brands offering varied styles, fits, and price points. As fashion trends change rapidly and consumer expectations increase, buying behaviour towards denim jeans is no longer influenced solely by appearance. Instead, consumers now seek products that combine style with comfort, long-lasting quality, and practical value, making denim an important category for studying consumer buying behaviour.

From a consumer behaviour perspective, the decision to purchase denim jeans is shaped by multiple functional and psychological factors. Among these, comfort and fit satisfaction play a critical role, as consumers prefer jeans that provide ease of movement and suit their body type. Durability and quality of denim also significantly influence purchase decisions, as denim is expected to withstand regular wear and maintain its shape, colour, and texture over time. Additionally, value for money remains a key determinant, as consumers evaluate whether the price paid is justified by the product’s performance, quality, and lifespan. These factors collectively affect customer satisfaction, brand preference, and repeat purchase behaviour.

Understanding consumer buying behaviour towards denim jeans is essential for fashion brands aiming to remain competitive and consumer-centric. By analysing key measurable elements such as comfort and fit satisfaction, durability and quality of denim, and value for money, brands can gain valuable insights into consumer expectations and preferences. Such understanding helps marketers and product developers design better denim offerings, improve brand positioning, and enhance customer loyalty. Therefore, this study focuses on examining how these factors influence consumer awareness, attitudes, and purchasing intentions towards denim jeans from a fashion brand.

RESEARCH OBJECTIVES

1. To review literature related to understanding consumer behaviour of buying denim jeans from a fashion brand.

2. To theoretically analyse the reviews 

3. To suggest an appropriate plan of action based on the above given topic. 

RESEARCH METHODOLOGY 

This research follows a theoretical qualitative approach by reviewing papers in the relevant area. It synthesizes key findings from peer-reviewed journals and scholarly articles to build a conceptual framework. Data was thematically analysed to identify patterns, gaps, and implications for future studies in textile and fashion management. The review encompasses sources from recent publications, ensuring contemporary relevance to industry trends. Ethical considerations guided the selection, prioritizing open-access and credible publications. 

LITERATURE REVIEW

Rahman, O. (2011) Previous studies on denim consumption behaviour suggest that consumers’ purchase decisions are largely driven by functional product attributes and personal comfort expectations. Research in the apparel design context emphasizes the role of fit, fabric quality, and physical comfort in shaping attitudes toward denim jeans. The findings indicate that consumers develop stronger purchase intentions when jeans align with body type and lifestyle needs. Durability and fabric performance further strengthen perceived value and brand preference. The study highlights that fit satisfaction is a critical predictor of repeat purchase behaviour, outweighing purely aesthetic considerations.

Rahman, O., Liu, W., & Chan, A. (2014) Studies examining product cues in denim jeans reveal that consumers rely heavily on tangible attributes such as fabric quality, comfort, and fit while making purchase decisions. The research demonstrates that perceptions of durability and ease of wear positively influence consumer confidence and satisfaction. Social appropriateness and self-image also play a role, particularly in how consumers evaluate jeans for different usage occasions. Overall, the findings support the view that functional performance significantly influences denim purchase intentions.

Tiwari, R., & Anand, P. (2013) Research on Indian youth buying behaviour highlights that denim jeans purchases are influenced by a combination of price sensitivity, brand awareness, and comfort expectations. The study finds that fit satisfaction and fabric durability strongly affect brand loyalty among young consumers. Value for money emerges as a key determinant, as consumers prefer brands that offer long-lasting quality at reasonable prices. The results indicate that perceived product performance directly impacts purchase intention and satisfaction.

Banerjee, S., & Banerjee, R. (2018) Previous studies in the Indian men’s denim market show that buying decisions are shaped by comfort, durability, and perceived quality. The research reveals that consumers prioritize long-lasting denim fabric and proper fit over fashion trends alone. Price justification through quality plays a significant role in influencing purchase behaviour. The study concludes that functional benefits strongly determine repeat purchases and brand trust in the denim segment.

Nebiu, S. (2024) Research conducted on denim purchasing decisions indicates that comfort and fit are the most influential factors affecting consumer attitudes toward denim jeans. Durability and quality are found to enhance perceived value, leading to stronger purchase intentions. The study also highlights that consumers assess value for money by comparing price with fabric strength and longevity. Overall, product-related beliefs play a dominant role in shaping consumer decision-making.

Kumar, S., & Singh, R. (2017) Studies on consumer preferences for jeans suggest that quality perception significantly affects purchase satisfaction. The findings show that consumers associate high-quality denim with durability, comfort, and better fit. Price is evaluated in relation to product lifespan, reinforcing the importance of value for money. The research confirms that positive attitudes toward product performance led to higher purchase intention.

Su, J., & Tong, X. (2015) Previous research on brand satisfaction in apparel markets indicates that perceived quality and comfort strongly influence consumer loyalty. In the context of denim jeans, durability and fit satisfaction contribute to positive brand attitudes. The study emphasizes that when consumers perceive high value for money, they are more likely to develop long-term brand relationships. Functional satisfaction is found to outweigh symbolic brand appeal.

Gupta, M., & Jain, S. (2014) Research in fashion consumer behaviour reveals that denim purchase decisions are influenced by fabric comfort, usability, and quality perception. Consumers tend to prefer brands that offer reliable fit and durable materials. The study highlights that value for money significantly impacts consumer trust and purchase intention. Social influence plays a secondary role compared to functional attributes.

Hines, T., & O’Neal, G. (1995) Earlier studies on clothing consumption behaviour emphasize the importance of physical comfort and functional performance in apparel purchases. In the case of denim jeans, durability and fabric strength contribute to perceived quality. The research suggests that consumers evaluate price fairness based on expected usage and longevity. Attitudes toward garment comfort are found to be strong predictors of purchase decisions.

Peter, J. P., & Olson, J. C. (2010) Consumer behaviour literature applied to apparel products indicates that beliefs about product attributes directly influence attitudes and purchase intentions. In denim jeans consumption, comfort, fit, and durability shape consumers’ evaluations. Value for money strengthens perceived benefits and reduces purchase risk. The study reinforces the role of attitude formation in predicting buying behaviour.

INSIGHTS FROM LITERATURE REVIEW 

The reviewed studies collectively indicate that consumer buying behaviour towards denim jeans is largely influenced by attitudes formed around key product-related attributes rather than social or symbolic factors alone. Across the literature, comfort and fit satisfaction consistently emerge as the strongest predictors of purchase intention and repeat buying, as consumers prioritize ease of movement, body fit, and everyday wearability when selecting denim jeans (Rahman, 2011; Rahman et al., 2014; Banerjee & Banerjee, 2018). Durability and quality of denim further strengthen consumer trust and long-term brand preference, with jeans being perceived as a value-driven product expected to offer longevity, fabric strength, and consistent performance over time (Lee & Kincade, 2003; Fletcher & Grose, 2012). Additionally, value for money acts as a critical evaluation criterion across different consumer segments, as buyers assess whether the price paid is justified by comfort, durability, and overall product lifespan (Tiwari & Anand, 2013; Gupta & Jain, 2014; Nebiu, 2024). While cultural and market contexts may influence style and brand choices, the literature clearly suggests that attitudes toward functional performance and perceived value are stronger determinants of denim jeans purchase behaviour than external social influence alone, reinforcing the relevance of attitude-based consumer behaviour frameworks in understanding denim consumption.

FINDINGS

The findings indicate that consumer buying behaviour towards denim jeans is mainly influenced by functional and value-based factors. Comfort and fit satisfaction emerge as the most significant drivers of purchase intention, as consumers prefer jeans that offer ease of movement and suit their body type. Durability and quality of denim further impact buying decisions by enhancing trust and long-term satisfaction. Value for money also plays a crucial role, with consumers assessing whether the price paid is justified by comfort, quality, and product longevity. Social influences and media exposure support awareness and trend adoption but remain secondary to product performance, especially among younger consumers who seek affordable and reliable denim options.

CONCLUSION

In conclusion, the study highlights that denim jeans purchase behaviour is largely shaped by comfort, fit satisfaction, durability, and value for money. These factors strongly influence consumer attitudes, purchase intention, and repeat buying behaviour. While social and media influences contribute to brand awareness, functional performance remains the primary determinant of denim consumption. The findings suggest that fashion brands should focus on improving fit, fabric quality, and value-based pricing. However, limited region-specific research points to the need for further studies to better understand evolving consumer preferences in the denim market.

REFERENCES

1. Rahman, O. (2011). Understanding consumers’ perceptions and buying behaviours: Implications for denim jeans design. Journal of Textile and Apparel, Technology and Management (JTATM), 7(1).
2. Rahman, O., Liu, W., & Chan, A. (2014). Denim jeans: A qualitative study of product cues, body type and appropriateness of use. Journal of Fashion Marketing and Management, 18(3).
3. Tiwari, R., & Anand, P. (2013). A study of Indian youth consumer behaviour while buying jeans. International Journal of Marketing and Management Research, 4(2).
4. Banerjee, S., & Banerjee, R. (2018). An analytical study on the men’s denim wear market in India. International Journal of Arts, Science and Social Studies, 1(1).
5. Nebiu, S. (2024). Purchasing decision of denim jeans: An empirical study. International Journal of Scientific Research and Engineering Development (IJSRED), 7(5).
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