Predictors of Fashion Clothing Involvement amongst Indian Youth
Khan, S.
Abstract:
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.
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APA citation
- Khan, S. (2013). Predictors of Fashion Clothing Involvement amongst Indian Youth. International Journal of Social Sciences, II(3), 70–79.