Dayananda sagar college of engineering

Department of management studies

Shavige malleshwara hills, kumarswamy layout, bangalore-560078

An analysis on choice of fashion Submitted to Dr. Lakshmi jaganathan Hod mba(vtu) dsce-doms

submitted by Favas tm mba (vtu) 2nd sem 1ds10mba15

Chapter 1 Introduction Topic Objective of the study Scope Limitations Research methodology 3 4 4 4 5 5

Chapter 2 Review of literature Chapter 3 Data analysis and interpretation Chapter 4 Findings and suggestions Chapter 5 Conclusion Chapter 6 Bibliography 23 22 22 7 5

Introduction

Overview
In our particular culture, clothing portrays a certain attitude in each and every person. Character is built through ones personality, which can be a direct representation of a persons attitude. Clothing is used in the satisfaction of human needs and desires. It may function as a means of protection, and as a nonverbal means of communication . What a person chooses to wear builds confidence, motivation, and self-respect. It shows that emotions are created through what we wear for ourselves and what emotions we believe that others see in our clothing choices. Clothing choices provide an excellent field for studying how people interpret a specific form of culture for their own purposes. The purpose of my study was to evaluate the perceptions of ones clothing choices and the personality is exhibited through their choices. Clothes are expressions of identity, one of the perennial means whereby we signal to the social world who and what we are; they are part of our repertoire of social technology, a means whereby ideas of identity are grounded in the visual.

Topic
An analysis on choice of fashion

Objective of the study

to know the preference for different brand by youngsters to find out the impact of celebrities on youth regarding choice of fashion to know the spending habbits of the customers regarding clothing to know from what places do people prefer to buy more to identify the range of factors which influence the choice of fashion

scope The study can be exrended to a wider range of respondents, like different age groups .This study is focused on only young population. The study has much greater scope as the fashion industry is develeping day by day.

Research methodology
The research involved a qualitative study, 1. Focus groups were students od dayananda sagar college of engineering 2. data were collected through questionaires 3. collected data from hundred respondents 4.various test like,t-test,chi squaire test,annova etc. 5.interviews with some of the repondents. 6. opinions regarding fashion were collected from youngsters

limitations
Fudging of data by the respondents Time consuming Limited scope as the research is only focused on youngsters Geographical limitations Respondents may not be patient to answer our questionnaire

Review of literature
The fashion-conscious behaviours of mature female consumers

Jinhee Nam, Reagan Hamlin, Hae Jin Gam, Ji Hye Kang, Jiyoung Kim, Pimpawan Kumphai, Cathy Starr and Lynne Richards Department of Design, Housing and Merchandising, Oklahoma State University, Stillwater, OK, USA Miller, C. (1993) Image of seniors improves in ads. Marketing News, 27(25), 811.

Fashion consciousness refers to a persons degree of involvementwith the styles or fashion of clothing. An individual does not haveto be either a fashion opinion leader or a fashion innovator to beconsidered fashion conscious. Rather, fashion consciousness is characterized by an interest in clothing and fashion, and in onesappearance (Summers, 1970; Jonathan and Mills, 1982). Walshet al.(2001) found that fashion consciousness amongGerman consumers was related to a desire for up-to-date styles,frequent changes in ones wardrobe and pleasurable shopping experiences. Obviously, fashion consciousness is a convenientconsumer attribute for apparel marketers, in that this pre-existinginterest in clothing can increase consumer receptivity to apparelproduct promotions (Richards and Sturman, 1977; Kaiser andChandler, 1984). Lumpkin (1985) found that a high proportionof active mature consumers were relatively heavy spenders onclothing, and therefore concluded that fashion-conscious segmentsdo exist among older apparel shoppers. Similarly, Barak andStern (1985) noted that fashion-conscious women often feelyounger than their chronological age. However, no relationshipwas found between age perception and fashion consciousness inChowdharys (1988) study. She also observed that although 80%of persons aged 6591 said that they preferred to wear stylishclothing, only 25% actually chose apparel that was currentlyfashionable. The remaining 75% selected classic styles more fashionablein previous decades, suggesting that perceptions of what isfashionable may vary with age. Previous studies have also investigated the relationship betweenthe fashion consciousness of mature consumers and the fashioninformation sources used by members of that market segment. Kaiser and Chandler (1985), for example, observed that olderpeople implicitly use television for processing appearance andfashion-related information. Greco and Paksoy (1989) similarly found that fashion-conscious shoppers rely more on mass mediainformation sources than do nonfashion-conscious segments.Surprisingly, the mature market represents the second fastest growing population segment engaged in Internet use (exceededonly by teens), with women primarily responsible for this surge inactivity. Therefore, the Internet may also become a viable sourceof fashion information (Ross, 2000).Research has suggested that like all other age cohorts, themature market is not homogeneous (Carrigan, 1998). Schiffmanand Sherman (1991) identified a mature market sub-segmentwhich they labelled the new-age elderly. Mathuret al.(1998)observed that these new-age elderly (in comparison with othermature consumers) have different value orientations, younger cognitive ages and greater self-confidence, and are more receptive tochange, including willingness to try new products and experiences.Due to these differences, the researchers recommendedapproaching the mature market with value-based marketing strategies,rather than age-based ones.Szmigin and Carrigan (2001) concluded that . . . what is nowneeded is more research into actual and desired consumption bythe older consumer. Older women in particular have been largelyneglected. We need to understand what the older consumers themselveswant in terms of lifestyle, appearance, products and media(p. 30). In response to this call for research, the current investigationwas designed to assess the apparel fashion perceptions, fashionconsciousness, fashion information source utilization andshopping practices of mature American women (Part I), as well asto compare opinions about product fashion held by younger andolder female consumers (Part II).

Data analysis and interpretation

1.spending habbits of the respondents

income groups

below 1000 1000-5000 5000-10000 more than 10000

Fig1 Interpretation
Most of my respondents fall in the 5000-10000 income spending category Number of respondents spent more than 10000 are very less

2.judging habbits of the respondents

Judging before buying a cloth

35 30 25 20 15 10 5 0 strongly agree agree normal Series1

disagree

strongly disagree

Fig 2

Interpretation
Most of the respondents strongly agree that they judge before buying a outfit No one strongly disagree that they donot judge before buying a oufit

Celebrities influence on choice of fashion

Fashion trends by celebrities

60

50

40

30

Series1

20

10

0 strongly agree agree normal disagree strongly disagree

Fig 3 Interpreation Most people agree that they get influenced by the celebrities

Gender

gender
70 60

50

40 Series1 30

20

10

0 male female

Fig 4

Interpretation
Most of the respondents are females

Shoping during festivals

shoping during festivals

disagree 3%

strongly disagree 0%

normal 27%

strongly agree 20%

agree 50%

Fig 5 Interpretation
Most of the people agree that they buy clothes during festival season Only 3 % of the sample disagree that they dont buy clothes during festival

Means
Case Processing Summary Cases Included N fashion * jeans 99 Percent 100.0% N 0 Excluded Percent .0% N 99 Total Percent 100.0%

Report Fashion jeans 1 2 3 4 5 Total Mean 2.42 2.29 2.19 3.00 2.00 2.31 N 26 38 26 4 5 99 Std. Deviation 1.332 1.113 .939 .000 1.414 1.122

Interpretation The mean has 100% value which shows that all the respondents have answered the question and the standard deviation shows that there is a bit of difference between the variables and the 4th variable is showing standard deviation of zero.

correlation

Correlations
ac ce ss friendscompleme nts friendscomplements Pearson Correlation 1 judging -.154 bodyshape .132 impulse .095 celebrities -.060 ori es .0 67 Sig. (2-tailed) .128 .193 .348 .556 .5 07 N judging Pearson Correlation 99 -.154 99 1 99 .087 99 -.150 99 99 -.149 .1 76 Sig. (2-tailed) .128 .394 .139 .142 .0 81 N bodyshape Pearson Correlation 99 .132 99 .087 99 1 99 -.209
*

festival -.087

.390

99 .155

.127

99 99 .017 .0 18

99 -.078

Sig. (2-tailed)

.193

.394

.038

.865

.8 58

.444

N impulse Pearson Correlation

99 .095

99 -.150

99 -.209
*

99 1

99 99 .343
**

99 -.200*

.1 87

Sig. (2-tailed)

.348

.139

.038

.001

.0 64

.047

N celebrities Pearson Correlation

99 -.060

99 -.149

99 .017

99 .343
**

99 99 1 .0 63

99 .011

Sig. (2-tailed)

.556

.142

.865

.001

.5 37

.916

N accessories Pearson Correlation Sig. (2-tailed) N festival Pearson Correlation

99 -.067 .507 99 -.087

99 .176 .081 99 .155

99 .018 .858 99 -.078

99 -.187 .064 99 -.200

*

99 99 .063 .537 99 99 .011 .2 93

**

99 .293** .003 99 1

Sig. (2-tailed)

.390

.127

.444

.047

.916

.0 03

N *. Correlation is significant at the 0.05 level (2-tailed). **. Correlation is significant at the 0.01 level (2-tailed).

99

99

99

99

99 99

99

Interpretation
there is a positive correlation between impulse and celebrity ,since there is 99% confidence level as observed from the table, other variables having ** can be interpreted in the similar way. There is a negatice correlation between impulse and body shape since there is 95% confidence level.

Oneway

ANOVA Accessories Sum of Squares Between Groups Within Groups Total 8.912 69.270 78.182 df 3 95 98 Mean Square 2.971 .729 F 4.074 Sig. .009

Interpretation
There is a significant relation between accessories and festival, since the significant level is less than 0.05 .therefore the alternative hypothesis is selected
ANOVA Impulse Sum of Squares Between Groups Within Groups Total 14.615 76.799 91.414 df 4 94 98 Mean Square 3.654 .817 F 4.472 Sig. .002

Interpretation
There is a significant relationship between impulse and celebrities as the significant level is less tha 0.05, therefore alternative hypothesis is selected.

Oneway

ANOVA Sum of Squares vanhuesen Between Groups Within Groups Total puma Between Groups Within Groups Total nike Between Groups Within Groups Total reebok Between Groups Within Groups 1.193 15.353 16.545 .509 19.996 20.505 .239 15.721 15.960 .419 16.127 df 3 95 98 3 95 98 3 95 98 3 95 .140 .170 .822 .485 .080 .165 .481 .696 .170 .210 .807 .493 Mean Square .398 .162 F 2.460 Sig. .067

Total levis Between Groups Within Groups Total adidas Between Groups Within Groups Total wrangler Between Groups Within Groups Total others3 Between Groups Within Groups Total

16.545 1.851 19.058 20.909 3.157 13.955 17.111 .415 20.090 20.505 1.021 10.999 12.020

98 3 95 98 3 95 98 3 95 98 3 95 98 .340 .116 2.940 .037 .138 .211 .654 .582 1.052 .147 7.163 .000 .617 .201 3.075 .031

Crosstabs

Case Processing Summary Cases Valid N vanhuesen * income puma * income nike * income reebok * income levis * income adidas * income wrangler * income others3 * income 99 99 99 99 99 99 99 99 Percent 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% N 0 0 0 0 0 0 0 0 Missing Percent .0% .0% .0% .0% .0% .0% .0% .0% N 99 99 99 99 99 99 99 99 Total Percent 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

levis * income

Crosstab Count income 1 levis 0 1 Total 18 4 22 2 27 15 42 3 22 6 28 4 2 5 7 Total 69 30 99

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 8.762
a

df 3 3 1

sided) .033 .039 .135

8.373 2.236 99

a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 2.12.

Interpretation
The spending habbits has a relationship on purchasing behaviour on levis brand

adidas * income

Crosstab Count

income 1 adidas 0 1 Total 21 1 22 2 36 6 42 3 18 10 28 4 2 5 7 Total 77 22 99

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 18.263
a

df 3 3 1

sided) .000 .001 .000

17.422 16.406 99

a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 1.56.

Interpretation
The spending habbits has a relationship on purchasing behaviour on levis brand
Crosstabs

Case Processing Summary Cases Valid N fashion * income 99 Percent 100.0% N 0 Missing Percent .0% N 99 Total Percent 100.0%

fashion * income Crosstabulation Count income 1 2 3 4 Total

fashion

1 2 3 4

8 7 5 2 22

17 7 6 12 42

3 11 9 5 28

3 1 2 1 7

31 26 22 20 99

Total

Friends compliments

friendscomplements Cumulative Frequency Valid strongly agree agree normal disagree Total 20 49 27 3 99 Percent 20.2 49.5 27.3 3.0 100.0 Valid Percent 20.2 49.5 27.3 3.0 100.0 Percent 20.2 69.7 97.0 100.0

Judging

judging Cumulative Frequency Valid strongly agree agree normal Total 51 41 7 99 Percent 51.5 41.4 7.1 100.0 Valid Percent 51.5 41.4 7.1 100.0 Percent 51.5 92.9 100.0

Findings and suggestions

Most of the respondents are women ,ref fig,no-4 chapter no -3. Most of the respondents agree that,their fashion choice is influenced by celebrities, ref-fig-3,chapter no-3 Most of my respondents fall in the 5000-10000 income spending category ref, fig no-1,chapter no-3 Most of the respondents strongly agree that they judge before buying a outfit,ref, fig no-2, chapter no-3

Conclusion From this research we can conclude that levis adidas and wrangler are the most popular brands among the youngsters, similarly we can say that people generally buy outfits during festival season.other important thing is that youngsters are influenced by celebrities.

Bibliography www.ebscohost.com www.wikipedia.com www.google.com

Annexure