A Study on Buying Behaviour Towards Men's Innerwear Among College Students

The men’s innerwear market in India is undergoing rapid transformation driven by organised branding, rising consumer awareness, and the proliferation of e-commerce. College students represent a critical and understudied consumer segment whose purchase decisions are shaped by a distinctive interplay of product attributes, price sensitivity, peer influence, and brand perception. This study examines the buying behaviour of 147 male college students in Tamil Nadu toward men’s innerwear brands including Jockey, Dollar, Lux Cozi, VIP/Frenchie, and Dixcy Scott. Using simple percentage analysis and ranking analysis, the study identifies comfort as the most important purchase factor followed by fit and size, quality, price, and brand image. The findings confirm that online platforms have emerged as the dominant purchase channel, the ₹200–₹400 price range commands majority preference, and Jockey leads brand preference at 29.9 per cent despite its premium positioning. Customer satisfaction levels are broadly positive, while brand switching is primarily triggered by price differences.