This research explores the influencing factors behind the buying decisions of young consumers at Zudio, a prominent player in the Indian fashion retail sector. Through a comprehensive analysis of data collected from diverse respondents, key determinants such as competitive pricing, current fashion trends, product quality, variety, and store ambiance are investigated. The study reveals a significant emphasis on competitive pricing as a decisive factor, aligning with Zudio's commitment to providing affordable fashion options for cost-conscious youth. Additionally, the synchronization with current fashion trends and the importance of product quality and variety emerges as pivotal motivators. The findings contribute to a nuanced understanding of the intricate dynamics shaping the purchasing decisions of the youth demographic, offering valuable insights for Zudio and similar brands to tailor effective strategies in the ever-evolving retail landscape.