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Article
Publication date: 11 April 2016

Subhadip Roy, Raj Sethuraman and Rashmita Saran

The global fashion industry is growing at a rapid pace and developing nations such as India are emerging as major contributors to the same. In such case, most academics and…

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Abstract

Purpose

The global fashion industry is growing at a rapid pace and developing nations such as India are emerging as major contributors to the same. In such case, most academics and marketers are interested in the variables that influence fashion shopping. The purpose of this paper is to investigate the influence of consumer demographic and personality characteristics on fashion shopping proneness (FSP) in India.

Design/methodology/approach

Data were collected from 561 respondents using mall intercept survey method. Hypothesized relationships were assessed using multiple regression and structural equation modelling.

Findings

Traditional view that younger and female consumers are more fashion prone than older and male consumers is validated. However, demographics accounted for only 9 per cent of the variance in FSP while personality characteristics accounted for 46 per cent. Being agreeable, extroverted, open minded, and stable are all positively associated with fashion shopping.

Research limitations/implications

The study finds both personality dimensions and consumer demographics to influence FSP. As a limitation, the authors do not probe deep into the why and how of the mentioned relationships between personality and fashion buying.

Practical implications

With respect to demographics, managers could target young females as the primary segment for fashion clothing but cannot ignore young males and older females. With respect to personality, managers can appeal to agreeable, extroverted, open-minded personalities by linking novelty, fun, relaxation, and recreation with fashion buying.

Originality/value

This is one of the first attempts that simultaneously investigates the effects of demographic and personality characteristics on fashion shopping behaviour in India.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 4
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 9 May 2016

Rashmita Saran, Subhadip Roy and Raj Sethuraman

The purpose of this paper is to integrate consumer personality to fashion involvement, fashion-oriented impulse buying behavior, consumer emotions and hedonic consumption in the…

3364

Abstract

Purpose

The purpose of this paper is to integrate consumer personality to fashion involvement, fashion-oriented impulse buying behavior, consumer emotions and hedonic consumption in the Indian context.

Design/methodology/approach

Based on a literature review of personality, fashion involvement, emotions, fashion-oriented impulse buying behavior and hedonic consumption, the authors formulated a conceptual model and subsequent hypotheses. Previously valid and reliable scales were used in the study. The data were collected through mall intercept survey with the sample consisting of respondents in the age group 20-45. Factor analysis and structural equation modeling were used as data analysis tools.

Findings

Major findings indicate a positive and significant effect of personality on positive emotions. The findings also confirm a significant and positive relationship between fashion involvement and hedonic consumption and hedonic consumption and fashion-related impulse buying behavior. Interestingly, positive emotions were found to mediate the relation between personality and fashion involvement.

Research limitations/implications

The major implication of the present study is that impulse buying in fashion may be resultant of a complex network of interlinked constructs. One limitation is the restriction to the Indian context.

Practical implications

The findings note the need for creation of an experiential environment for a fashion shopper that could lead to positive emotions and subsequently impulse purchase.

Originality/value

The present study for the first time integrates constructs such as personality, emotions, involvement and impulse buying in the same conceptual model and tests it empirically.

Details

Journal of Fashion Marketing and Management, vol. 20 no. 2
Type: Research Article
ISSN: 1361-2026

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