This research paper presents a comprehensive comparative study conducted in Vadodara district regarding the influence of information sources and sources of inspiration on shopping attitudes regarding apparel and related accessories. The study categorizes urban and rural youth respondents by gender and area of residence. This study employs structured questionnaire surveys and data analysis tools to uncover insights into the factors that influence apparel and accessory purchases. Understanding the variations in the purchase preferences, motivations, and decision-making processes between urban and rural youth is vital for marketers and policymakers. The results reveal distinct patterns within the male and female categories, shedding light on how individuals gather information about apparel and accessories. In the male category, personal ideas play a pivotal role in sourcing information, followed by input from family members and social media. Surprisingly, radio appears to be the least utilized source of information. Conversely, females rely heavily on family members for information, followed by their own ideas and television. Radio remains the least utilized source in this category as well. The urban-rural divide further explains the data. Rural residents, both male and female, prioritize family members as their primary information source, followed by their personal ideas and friends. Meanwhile, urban residents, irrespective of gender, value their own ideas as the most significant source, closely followed by family members and social media. Radio, in both cases, is the least influential information source. The study also explores the factors inspiring new apparel purchases. Family emerges as the dominant source of inspiration for both males and females, followed by friends and social media trends. In contrast, magazines appear to have the least impact on purchasing decisions. The influence of sex and place of residence on shopping attitudes was further investigated through t-test statistics. The results demonstrate that there are no significant differences in shopping attitudes based on gender as well as place of residence.

KEYWORDS: Purchase Behaviour, Information Sources, Gender Preferences, Area of Residence.