COMPARATIVE STUDY OF CONSUMER'S INVOLVEMENT FACTORS IN FASHION CLOTHING (original) (raw)
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To Study the Factors of Consumer Involvement in Fashion Clothing
The today's trend is towards material possessions as criterion of success. Thus they use fashion clothing as a medium of expressing their self and also fit into the social environment. Fashion involvement is a consumer's perceived importance of fashion clothing. It is important to investigate fashion involvement to understand consumer behavior and to develop improved marketing strategies. The purpose of this study is to measure the fashion clothing involvement of teenagers, youth and adults consumers selected in Bangalore city. The research tries to explore the relationship between demographic characteristics and the factors of fashion involvement. The research focuses on fashion clothing because it is closely related to daily life, having essential, communicative, and psychological functions in consumers' lives. The sample size for the study chosen was 301. Samples were selected from schools, colleges, IT companies, government organizations and business establishments in Bangalore city. Factor analysis using principle components with varimax rotation was used. Also, the KMO and Bartlett's test was conducted in order to reveal interactions and relationship between different variables. The study shows, below 30 years customers tend to perform higher fashion clothing involvement. Correlation Analysis showed that there was significant positive correlation between purchase knowledge, confidence, social consciousness, materialism and the factors of fashion clothing involvement.
Predictors of Fashion Clothing Involvement amongst Indian Youth
This study aims to ascertain the motivators for fashion clothing consumptions amongst Indian Youth. The interrelationship between Product Involvement, Purchase Decision Involvement, Advertising Involvement and Consumption Involvement is investigated. A sample size of 150 consisting of college going students of Aligarh aged between (18-26) yrs and the consumption pattern of males and females in specific was also analyzed. It was found that Consumption Involvement has a high correlation with Product Involvement, Purchase Decision Involvement and Advertising Involvement. Although there is no significant difference in the involvement of males and females towards fashion clothing but Product Involvement and Purchase Decision Involvement has more impact on Males and Consumption Involvement and Advertising Involvement has more impact on Females. The research indicates that there is a growing market for fashion products in India and the manufacturers of fashion wear may consider this as a major opportunity for their products in the country.
Role of Fashion Involvement and Hedonistic Consumption towards Fashion Apparel Industry
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Fashion clothes industry is dependent on endless ideas and new opportunities. The apparel industry replicates people’s lifestyles and represents their social and economic status. The study aims on analyzing the impact of fashion involvement and hedonistic consumption tendency on purchase intention towards fashion apparel industry. The sample contained the representation of population from different cities between the age group 18 to 40. The purposive sampling technique, non-probability sampling techniques and 200 respondents had been selected to collect the data. The result specified that the data was highly reliable with the different values as reported by Cronbach’s Alpha test. Factor analysis, ANOVA, and regression analysis had been done to analyze the data. The regression analysis concluded and proved that there was a positive significant impact of fashion involvement and hedonistic consumption tendency on purchase intention.
Fashion clothing interest and purchase intention of young women consumers of India
Navus, 2024
The study of consumer purchase behavior is important to understand the consumer purchase pattern, quantity and motivations of purchase. This research therefore tries to understand the role of sociopsychological factors and gender schema in determining the fashion clothing interest, and purchase motivation of emerging adult women consumers of India. Responses tabulated through a selfadministered questionnaire from 200 women consumers aged 18-24 across India, was analyzed using concept, brand image, word of mout clothing interest resulting in positive purchase motivation with price consciousness acting as a moderator between both. The resulting model depicts a significant positive relationship between clothing uniqueness, self-concept and brand image on emerging women consumers clothing interest, while the interaction of word of mouth and perceived quality was not significant on clothing interest. d by price consciousness on young women clothing interest and purchase intention with price consciousness dampening consumers purchase intention despite having a clothing interest. The output of the study highlights the predictor of clothing interest for young women consumers in an area not well defined till now an will enable brands to establish business strategies to gain patronage and brand loyalty of young emerging generation Z consumers in emerging economies accordingly.
International Journal of Consumer Studies, 2013
The research examines the role of gender in moderating the relationship between materialism and product involvement with fashion clothing among the Indian youth. The Richins materialism scale and the product involvement and purchase involvement scales developed by O'Cass were used to understand the behaviour of Indian youth towards fashion clothing. The sample (n = 254) comprised of university students from different parts of India. The findings indicate that Indian youth do not possess a high level of materialistic tendencies. Gender has a moderating influence on the relationship between materialism and involvement with fashion clothing. Young men and women differ with respect to their involvement with fashion clothing and even more with regard to their involvement with the purchase of fashion clothing, with women reporting a higher level of involvement in both cases.
Sociological Factors and Consumer Buying Behaviour Towards Fashion Clothing
International Journal of Applied Research in Social Sciences, 2022
This study focused on sociological factors and consumer buying behaviour towards fashion clothing. It was carried out to determine the effects of family, peer group, reference group and culture on consumer buying behaviour towards fashion clothing. The study adopted cross-sectional survey research design. A structured questionnaire was used to obtain primary data from 185 consumers of fashion clothing. Data analysis was done using descriptive statistics, while hypotheses testing was done using multiple linear regression. Consequently, the findings of the study revealed that culture (? = .507; p-value = 0.000 < 0.05) had the highest significant positive effect on consumer buying behaviour towards fashion clothing, followed by family (? = .244; p-value = 0.000 < 0.05), reference group (? = .238; p-value = 0.000 < 0.05) and peer group (? = .085; p-value = 0.005 < 0.05). The study concluded that sociological factors are key determinants of consumer buying behaviour towards f...
The drive to understand the purchasing and consumption behaviour of individuals and market segments has created signi®cant interest in the construct of involvement. This study proposes and tests four types of involvement: (a) product involvement; (b) purchase decision involvement; (c) advertising involvement and (d) consumption involvement. It also proposes a higher order construct called consumer involvement. Measures of all four types of involvement are developed and empirical tests are performed using CFA and structural equation modelling (SEM). This study presents an alternate approach to the conceptualisation and measurement of four important types of involvement that will aid in better understanding consumer behaviour and developing improved marketing mix strategies. Ó .au (A. OÕCass). 0167-4870/00/$ -see front matter Ó 2000 Elsevier Science B.V. All rights reserved. PII: S 0 1 6 7 -4 8 7 0 ( 0 0 ) 0 0 0 1 8 -0
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International Journal of Scientific Research and Management, 2017
Indian markets have been very popular in fashion and it has been same in Raipur city. This study is conducted to find out the consumer"s buying behavior towards branded apparels over non-branded apparels in this city. The purpose is also to study how consumer behavior for apparel is influenced by factors like monthly income, gender and peer influence .The survey conducted in Raipur city shows that the consumers prefer shopping mostly with their friends and family members. They are influenced by their choices of their friends, family members, celebrities, magazines etc. Quality, comfort, brand are the main criteria"s which impact their buying behavior towards branded apparels over non branded apparels The study shows there are different attributes which attracts customers towards branded apparels over non branded apparels.