The Study of Determinants of Reference Group Appeal for Understanding The Consumer Buying Behavior

 

Dr. Deepa Katiyal

Associate Professor, Shri Vaishnav Institute of Management. Indore (M.P.)

 

ABSTRACT:

The determinants of Reference Group Appeal in the present era, has become important for the marketers to reach consumers and to persuade them to buy their products. The present study tries to investigate the relationship between consumer buying behavior towards determinants of reference Group Appeal and their purchase intention with reference to different demographical dimensions. Five Determinants (brand appeal, celebrity appeal, expert opinion, executive appeal and high rating by consumers) were taken for the research. A descriptive study of the sample of 111 respondents from Indore city was done. A self-structured questionnaire was used to collect the relevant data from different consumers. Hypotheses formulated were tested by applying chi square test. The finding shows that marketers have to consider the determinants of Reference group Appeal for successful promotional schemes and Marketing mix.

 

 

 

INTRODUCTION:

It is a natural tendency on the part of an individual to look up to another as with comparison; each one of us looks towards another individual or a group as a point of comparison. This group to which a person looks up as a point of comparison is known as a reference group. A reference group may be a person or a group to which an individual looks up as a frame of reference for his general and specific acts of behavior, values, opinions, attitudes etc. The reference person or the reference group exercises tremendous influence on an individual.

 

This is true for consumer behavior as well. Marketers may use various kinds of Reference Group Appeals so that the consumer can identify himself with the spokesperson (from the reference group) The commonly used reference group appeals are: i) celebrity appeals; ii) expert appeals; iii) Brand appeals; iv) executive appeals v) High Rating by consumers. Brand awareness and realization about the self have gained importance among consumers. Clothing is one domain that is supposed to fulfill both functional and symbolic needs of the consumers. Growing consciousness about the self and the role of brands in enhancing the consumers’ image are being recognized in developing countries. The choice of products and brands is based upon family and group acceptance. Research suggests that global brands represent improved social image for customers. Thus brands are no longer viewed as a supportive domain of marketing but may be perceived as the efforts of marketing, as they are viewed as improving the lifestyle of the consumers. The core benefit associated with brands is that it symbolizes a rank, and gives status, value, quality to the consumer and thereby enhances the image of the user. In the same vein, we selected fashion clothing to ascertain the level of involvement consumer had with its purchase decisions. A group that a person would like to be part of, but to which she or he does not currently or may never belong, is known as an inspirational group. Here individuals may attempt to emulate group members by taking on the “cloak of membership”—that is, by dressing, acting, and even thinking the way they perceive members do. Under this we have taken celebrity influence on consumers. Consumers try to imitate the celebrities’ fashion. Think of the products or services endorsed by athletic or entertainment superstars. Such products are positioned to appeal to people who want to be like their hero. Roles are behavior patterns that people are expected to carry out based on the positions they hold .Members of the group expect certain behaviors and feel the need to conform to them. The executives, CEO level of Individuals who play role model to the juniors’ .This group can have influence on the junior employees .By understanding reference group membership in terms of roles set and played, marketers can offer goods and services to support those roles. Companies may also use their top executives in their advertisements. Such people are often used at product launch and also relates to a publicity exercise.

 

When a reference group is used as an information source; individuals obtain and use all types of information from group members. Information is gathered either verbally or in writing from the group or by direct demonstration, instruction, or observation of group members. Members become authoritative sources for all kinds of information. Obviously, some members rely more heavily than others on the information available. If the source is seen as trustworthy and the information itself is relevant to the problem at hand and is perceived as reliable, it is a more dominant influence. Also, one member of the group—the leader, for example—may be perceived as a more reliable source than others and will therefore be more influential. Who can be called the Expert, to take the suggestions before buying the product? Information may be disseminated within the reference group through an online newsletter, Face book page, blog, chat room, texts, or group meeting, for example. An individual member may request information from co members or authoritative members. Consumer rating towards a Product also has great influence on consumers. , opinions offered by a group of satisfied customers telling of their positive experiences with the product. If the potential customer sees himself or herself as a group fit, he or she is more likely to respond positively to the offer. The rating of the consumers can be communicated verbally, online, web sites, television commercials, combined with details of product information with a sales pitch.

REVIEW OF LITERATURE:

Nirbhan Singh, R. (2013) Clothing is an important part of women’s life and plays a major role in building the female identity and status. Cloths help the women to enhance their confidence and strengthen their self esteem. Clothing is referred to as specialty good since consumers often make an effort for seeking out the garment that they require. Most of the female focus on product attributes, fashion trends and other factors related to social or psychological needs of the customer. These characteristics help them to choose their cloths according to their preference and it also suits with tradition and culture.

 

Syed Irfan Shafi, Dr. C. Madhavaiah (2014) this experimental study examined the influence of demographic and Consumer buying attributes which influence the apparel buyer decisions, results of the study revealed that reference group, promotion, Store attributes, product attributes, income and occupation are the main dimension of apparel buying behavior, this shows that the apparel stores should give more importance to apparel buying attributes to attract and appeal the consumers, and also the promotional programme also should be done aggressively and appropriately.

 

Deepali Saluja (2016) 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 on Delhites 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 fashion apparels. The study shows that the age, gender, education and occupation do not have any impact on buying behavior of consumers. Finally, the survey shows that Delhi consumers have positive attitude towards fashion apparel brands.

 

The study by Grant and Stephen, (2005), examines younger teenage girls purchasing decisions for fashion clothing and the impact of brands on their behavior. This group is highly fashion-sensitive. The study utilizes purely qualitative methods to explore the role of branding and purchasing influences from the perspective of these young people in order to gain a richer and deeper understanding of their behavior. The importance of the symbolic properties of goods has been explored in depth among adult consumers, but there has been less attention given to the symbolic consumption of young people as revealed by the study conducted by Piacentini and Mailer (2009).

 

OBJECTIVES OF THE STUDY:

1.     To study the impact of age on determinants of reference group appeal for consumer buying behavior of fashion apparels.

2.      To study the impact of gender on determinants of reference group appeal for consumer buying behavior for fashion apparels.

3.      To study the impact of occupation on determinants of reference group appeal for consumer buying behavior of fashion apparels.

 

MATERIAL AND METHODS:

The present study is undertaken to evaluate the demographical dimensions on determinants of reference group appeal on consumer buying behavior with special reference to Indore city.

 

a. Data Collection Methods:

The data has collected from both primary and secondary data. Primary data has collected with the help of a structured questionnaire, personal interviews and discussions with apparel users and non users. Secondary data collected from various sources such as books, journals, Magazines, Company reports, websites, etc.

 

b. Research Design:

A study is Descriptive in nature.

 

c. Sampling:

The study would cover the consumers taste and preference towards the five determinants of reference group appeal. The sample of 111 consumers of Indore city was selected of different demographical dimensions. Convenient sampling technique is used for survey.

 

d. Research Tools and Techniques:

Ranking of all the determinants from1 to5 is done by the respondents. Rank 1 to maximum influence and 5 to minimum influence. Chi square test with .05 significance level is applied for hypotheses testing.

 

e. Hypotheses

Ho1.

There is no significant association of various levels of age and brand appeal on consumer buying behavior.

 

Ho2.

There is no significant association of various levels of age and celebrity appeal on consumer buying behavior.

 

Ho3.

There is no significant association of various levels of age and expert opinion on consumer buying behavior.

 

 

 

Ho4.

There is no significant association of various levels of age and executive appeal on consumer buying behavior.

 

Ho5.

There is no significant association of various levels of age and High Rating by consumer on consumer buying behavior.

 

Ho6.

There is no significant association of gender and brand appeal on consumer buying behavior.

 

Ho7.

There is no significant association of gender and celebrity appeal on consumer buying behavior.

 

Ho8.

There is no significant association of gender and expert opinion on consumer buying behavior.

 

Ho9.

There is no significant association of gender and executive appeal on consumer buying behavior.

 

Ho10.

There is no significant association of gender and High Rating by consumer on consumer buying behavior.

 

Ho11.

There is no significant association of different occupation and brand appeal on consumer buying behavior.

 

Ho12.

There is no significant association of different occupation and celebrity appeal on consumer buying behavior.

 

Ho13.

There is no significant association of different occupation and expert opinion on consumer buying behavior.

 

Ho14.

There is no significant association of different occupation and executive appeal on consumer buying behavior.

 

Ho15.

There is no significant association of different occupation and High Rating by consumer on consumer buying behavior.

 

 

 

RESULTS:

Objective1.

To study the impact of age on determinants of reference group appeal for consumer buying behavior of fashion apparels.

 

Determinant 1: Brand Appeal

Table1: Impact of age on Brand Appeal

Age	Analysis	1	2	3	4	5	Total
Teenager	Frequency	20	0	0	0	0	20
	Percentage%	100	0	0	0	0	100
Young	Frequency	28	15	0	3	0	46
	Percentage%	60.9	32.6	.0	6.5	0	100
Middle age	Frequency	11	9	3	0	0	23
	Percentage%	47.8	39.1	13.0	0	0	100
Seniors	Frequency	21	0	1	0	0	22
	Percentage%	95.5	.0	4.5	0	0	100

 

Teenagers have high influence of brand appeal. 100% of the respondents have given first rank to Brand influence. Young generation was also found to have high influence level of brands, maximum of them have given first and second rank. In fact middle and senior group of age are not far behind. They all are highly influenced with brand name while purchasing Apparels. Brands give acceptance in the society; this thinking has made the population Brand conscious.

 

Determinant 2: Celebrity Appeal

Table2: Impact of age on Celebrity Appeal

Age	Analysis	1	2	3	4	5	Total
Teenager	Frequency	0	20	0	0	0	20
	Percentage%	0	100	0	0	0	100
Young	Frequency	4	9	13	12	8	46
	Percentage%	8.7	19.6	28.3	26.1	17.4	100.0
Middle age	Frequency	12	5	3	1	2	23
	Percentage%	52.2	21.7	13.0	4.3	8.7	100.0
Seniors	Frequency	1	1	8	12	0	22
	Percentage%	4.5	4.5	36.4	54.5	0	100.0

 

Lot of variation was found in the ranking of this factor by various age groups. Teenagers were found to be influenced by the celebrity style and clothing. They tend to copy them. Young and middle age group respondents gave mixed answers. Some were influenced and some were not. Senior age group inclination was more towards fourth and fifth ranking.

 

Determinant 3: Expert Opinion

Middle and senior age group still like to have opinion of the experts in purchasing apparels. The experts are mostly the fashion designers who design their clothes and they can take opinion from shop owners and employees about the current fashion. Teenagers are not much influenced by the experts and young age group has given mixed response.

 

Table3: Impact of age on Expert Opinion

Age	Analysis	1	2	3	4	5	Total
Teenager	Frequency	0	0	0	7	13	20
	Percentage%	0	0	0	35	65	100.
Young	Frequency	14	4	20	4	4	46
	Percentage%	30.4	8.7	43.5	8.7	8.7	100
Middle age	Frequency	0	4	9	10	0	23
	Percentage%	0	17.4	39.1	43.5	0	100
Seniors	Frequency	0	21	0	0	1	22
	Percentage%	0	95.5	.0	.0	4.5	100

 

Determinant 4: Executive Appeal

Table4: Impact of age on Executive Appeal

Age	Analysis	1	2	3	4	5	Total
Teenager	Frequency	0	0	7	6	7	20
	Percentage	0	.0	35	30	35	100
Young	Frequency	0	7	7	8	24	46
	percentage	0	15.2	15.2	17.4	52.2	100
Middle age	Frequency	0	1	0	1	21	23
	Percentage	0	4.3	.0	4.3	91.3	100
Seniors	Frequency	0	0	0	0	22	22
	Percentage	0	.0	.0	.0	100	100

 

How the executives or high authority people look, what type of fashion Appeal they have, has very low influence on the teenagers. Young group is influenced by the apparel choice of their boss. But Middle and senior group are not found to be much influenced by the executives. Although ranking given by all the age groups is varies.

 

Determinant 5: High Rating by Consumers

Table5: Impact of age on High Rating by Consumers

Age	Analysis	1	2	3	4	5	Total
Teenager	Frequency	0	0	1	13	6	20
	Percentage%	0	.0	5.0	65.0	30	100
Young	Frequency	0	15	9	19	3	46
	Percentage%	0	32.6	19.6	41.3	6.5	100
Middle age	Frequency	0	4	8	11	0	23
	Percentage%	0	17.4	34.8	47.8	.0	100
Seniors	Frequency	0	0	15	7	0	22
	Percentage%	0	.0	68.2	31.8	.0	100

 

This factor was not found to be very popular among respondents, for purchasing apparels.  All the age group respondents have given different ranking for the influence level of this factor but nobody has given the first rank. Young and middle age group people see the rating and reviews given by the consumers before purchasing apparel. They want to be sure of buying the right product.

 

Null Hypotheses Validation

Table6: Hypotheses testing with chi square test

Reference Group Appeal Null  Hypotheses Testing	Chi-Square Result	Degree of freedom	Sig. level (2 tailed)	Hypothesis Result
Ho1. There is no significant association of various levels of age and brand appeal on consumer buying behaviour.	33.780	9	.965	Accepted
Ho2. There is no significant association of various levels of age and celebrity appeal on consumer buying behaviour.	97.836	12	.000	Rejected
Ho3. There is no significant association of various levels of age and expert opinion on consumer buying behaviour.	91.426	12	.000	Rejected
Ho4. There is no significant association of various levels of age and executive appeal on consumer buying behaviour.	40.410	9	.000	Rejected
Ho5. There is no significant association of various levels of age and High Rating by consumer on consumer buying behaviour.	48.909	9	.000	Rejected

 

The null hypotheses formulated to test the association of various levels of age to all the determinants of reference group Appeal. They were tested using chi square test at .05 significance level. The first hypothesis formulated for brand appeal is accepted because a no significant association among all the respondents of various age groups towards brand appeal was found. Other four hypotheses are rejected.  There is significant association of various levels of age group and determinants of reference group appeal for consumer buying behavior.

 

Objective 2:

To study the impact of gender on determinants of reference group appeal for consumer buying behavior for fashion apparels

 

Determinant 1: Brand Appeal

Table7: Impact of Gender on Brand Appeal

Gender	Analysis	1	2	3	4	5	Total
Male	Frequency	33	3	0	3	0	39
	Percentage%	84.6	7.7	0	7.7	0	100
Female	Frequency	47	21	4	0	0	72
	Percentage%	65.2	29.3	5.5	0	0	100

 

Male and female are highly influenced by the brand appeal. They all have given first and second rank to it. 84.6% male and 65.2% female have given first rank to brand appeal.

 

Determinant 2: Celebrity Appeal

Table8: Impact of Gender on Celebrity Appeal

Gender	Analysis	1	2	3	4	5	Total
Male	Frequency	0	12	11	14	2	39
	Percentage	0	30.7	28.2	35.8	.5	100
Female	Frequency	17	26	12	10	7	72
	percentage	23.6	36.1	16.6	13.8	9.9	100

 

Celebrity influence was found more in female consumers and very less in male consumers. 59.6% females have given first and second rank whereas not a single male consumer has given first rank to celebrity appeal.

 

 

Determinant 3: Expert Opinion

Table9: Impact of Gender on Expert Opinion

Gender	Analysis	1	2	3	4	5	Total
Male	Frequency	6	13	8	3	9	39
	Percentage%	15.8	33.3	20.5	7.6	22.8	100
Female	Frequency	8	16	23	17	8	72
	Percentage%	11.1	22.2	31.9	23.6	11.2	100

 

Male and female consumers take advice from experts for buying apparels. May be they want to be sure about the fashion trends. Although we cannot say they are highly influenced because they have given all type of ranking to this determinant.

 

Determinant 4: Executive Appeal

Table10: Impact of Gender on Executive Appeal

Gender	Analysis	1	2	3	4	5	Total
Male	Frequency	0	3	11	13	12	39
	Percentage%	0	7.7	28.2	33.3	30.8	100
Female	Frequency	0	5	2	11	54	72
	Percentage%	0	6.9	2.7	15.2	75.2	100

 

Difference was found in the influence of executive appeal in both genders. Male were influenced by the dressing sense of the executives of his office and also popular entrepreneurs. 72% of the female consumers have given fifth rank that shows female consumers are not much influenced by this determinant.

 

Determinant 5: High Rating by Consumers

Table11: Impact of Gender on High Rating by Consumers

Gender	Analysis	1	2	3	4	5	Total
Male	Frequency	0	8	14	14	3	39
	Percentage%	0	20.7	35.8	35.8	7.7	100
Female	Frequency	0	8	19	39	6	72
	Percentage%	0	11.1	26.3	54.1	8.5	100

 

High rating by consumer is not having much influence on the consumers buying behavior for fashion apparels. Both genders have given third and fourth rank to it. They are of the opinion that rating given by the consumers is important for gadgets and electric appliances but not for fashion apparels.

Null Hypotheses Validation

Table12: Hypotheses testing with chi square test

Reference Group Appeal  Null  Hypotheses Testing	Chi-Square Result	Degree of freedom	Sig. level (2 tailed)	Hypothesis Result
Ho6. There is no significant association of gender and brand appeal on consumer buying behaviour.	5.413	3	.909	Accepted
Ho7. . There is no significant association of gender and celebrity appeal on consumer buying behaviour.	7.535	1	.006	Accepted
Ho8. There is no significant association of gender and expert opinion on consumer buying behaviour.	8.668	4	.070	Accepted
Ho9. There is no significant association of gender and executive appeal on consumer buying behaviour.	16.416	3	.001	Rejected
Ho10. There is no significant association of gender and High Rating by consumer on consumer buying behaviour.	4.102	3	.251	Accepted

 

The null hypotheses formulated to test the association of gender difference to all the determinants of reference group Appeal. They were tested using chi square test at .05 significance level.  The influence of brand, and executive appeal was strong on different gender consumers. The null hypothesis for executive appeal is rejected because in that determinant only the difference in the influence between the genders was found. Other four hypotheses are accepted.

 

Objective 3: To study the impact of occupation on determinants of reference group appeal for consumer buying behavior of fashion apparels.

 

Determinant 1: Brand Appeal

Table13: Impact of Occupation on Brand Appeal

occupation	Analysis	1	2	3	4	5	Total
Business	Frequency	7	0	0	0	0	7
	Percentage	100	0	0	0	0	100
Students	Frequency	43	14	0	0	3	60
	percentage	71.6	23.3	00	0	5	100
Service	Frequency	21	1	3	0	0	25
	Percentage	84	4	12	0	0	100
Housewife	Frequency	9	9	1	0	0	19
	Percentage	47.3	47.3	.05	0	0	100

 

The four different typed of occupations have been chosen for research but then also influence of brand was found to be the same in all the consumers. Most of the consumers have given first rank to brand appeal.

 

Determinant 2: Celebrity Appeal

Table14: Impact of Occupation on Celebrity Appeal

occupation	Analysis	1	2	3	4	5	Total
Business	Frequency	0	0	2	5	0	7
	Percentage	0	0	28.6	71.4	0	100
Students	Frequency	3	29	11	10	7	60
	percentage	5.2	48.3	18.3	16.6	11.6	100
Service	Frequency	4	4	7	8	2	25
	Percentage	16	16	28	32	8	100
Housewife	Frequency	10	5	3	1	0	19
	Percentage	52.6	26.3	15.7	5.4	0	100

 

Celebrity influence on different consumers was found to be very much different. Business man is hardly influenced by the celebrity influence. Students were found to be highly influenced by the celebrities especially when they see them endorsing a product. Service people gave mixed response whereas 52.6% housewives were found to be influenced by this determinant.

 

Determinant 3: Expert Opinion

Table15: Impact of Occupation on Expert Opinion

occupation	Analysis	1	2	3	4	5	Total
Business	Frequency	0	7	0	0	0	7
	Percentage	0	100	0	0	0	100
Students	Frequency	14	2	18	10	16	60
	percentage	23.3	.5	30	16.6	26.6	100
Service	Frequency	0	16	4	5	0	25
	Percentage	0	64	16	20	0	100
Housewife	Frequency	0	4	9	5	1	19
	Percentage	0	21.05	47.3	26.3	.05	100

 

All the businessmen of the sample have given second rank to expert opinion. Maximum number of students has given second and third rank to experts. May be they choose to discuss among themselves for fashion trends .Service consumers need the help of expert opinion for buying apparels. Housewives are more independent while purchasing apparels. They go with their own instinct.

 

Determinant 4: Executive Appeal

Table16: Impact of Occupation on Executive Appeal

occupation	Analysis	1	2	3	4	5	Total
Business	Frequency	0	0	0	0	7	7
	Percentage	0	0	0	0	100	100
Students	Frequency	0	7	13	13	27	60
	percentage	0	11.6	21.6	21.6	45	100
Service	Frequency	0	1	13	1	10	25
	Percentage	0	4	52	4	40	100
Housewife	Frequency	0	0	0	0	19	19
	Percentage	0	0	0	0	100	100

 

This determinant is not a very important deciding factor for buying apparels. Consumers are not much influenced by this factor that’s why nobody has given first rank to it.  Housewives and Businessmen have given fifth rank to it. 43.3 % of students have given second and third rank whereas 52% service people have given second rank.

 

Determinant 5: High Rating by Consumers:

Almost all the consumers of the different occupations have given same ranking to High Rating to consumers. Consumers are not bothered much about the rating of the consumers who have used the apparel. Consumers are influenced up to an extent, in which they try to analyze the price and durability of the product.

 

Table17: Impact of Occupation on High Rating by Consumers

occupation	Analysis	1	2	3	4	5	Total
Business	Frequency	0	0	5	2	0	7
	Percentage	0%	0%	71.4%	28.5	0%	100
Students	Frequency	0	12	9	30	9	60
	percentage	0%	2	15	50	14	100
Service	Frequency	0	3	13	9	0	25
	Percentage	0%	12	52	36	0	100
Housewife	Frequency	0	1	6	12	0	19
	Percentage	0%	.05	31	63.1	0	100

 

Null Hypotheses Validation

Table18: Hypotheses testing with chi square test

Reference Group Appeal  Null  Hypotheses Testing	Chi-Square Result	Degree of freedom	Sig. level (2 tailed)	Hypothesis Result
Ho11. There is no significant association of different occupation and brand appeal on consumer buying behavior.	23.872a	9	.060	Accepted
Ho12. There is no significant association of different occupation and celebrity appeal on consumer buying behavior.	47.771a	12	.000	Rejected
Ho13. There is no significant association of different occupation and expert opinion on consumer buying behavior.	71.563a	12	.000	Rejected
Ho14. There is no significant association of different occupation and executive appeal on consumer buying behavior.	43.958a	9	.002	Rejected
Ho15. There is no significant association of different occupation and High Rating by consumer on consumer buying behavior.	34.209a	9	.816	Accepted

 

The null hypotheses formulated to test the association of different occupations to all the determinants of reference group Appeal. They were tested using chi square test at .05 significance level. The influence of brand, and celebrity appeal was strong on different occupation of the consumers. The null hypotheses for brand appeal and high rating by consumers is accepted so we conclude that there was no association between occupation difference and these two determinants. Whereas null hypotheses for determinants celebrity appeal, expert opinion and executives are rejected that means there is a strong association with the occupation difference.

 

DISCUSSION:

The determinants of Reference group appeal have great relevance for the marketer as they have strong impact on consumer values, attitudes and behavior. Reference group appeal informs and educates the consumers’ about product/service offerings. So we can say Reference group appeals are useful for a marketer in two ways; firstly they provide information and increase consumer awareness and knowledge; two, they reduce perceived risk amongst consumers, with respect to market offerings. The most effective Reference Group Appeal is found to be brand and celebrity appeal that attracts customer attention, and aids retention and retrieval during time of purchase. Other appeals (experts, executives and high rating by consumers) are useful too. Reference group appeals help in reducing the fear and apprehensions consumers have when buying a product; this is particularly true for new product launch. It also helps in providing confidence to the consumer that his intention to buy is a correct one. For fashion apparels reference group appeal plays an important role as the consumer does not possess a need for such products, but requires them for social approval and acceptance, and finds these purchases as crucial for avoidance of social embarrassment, and ridicule. Because of the lifestyle and the social class that a consumer belongs to, he is conscious towards the purchase of such products as well as the brands that he buys. We conclude that this study is very useful for the marketers in understanding the consumers’ attitude and perception for purchasing fashion apparels.

 

REFERENCES:

1.      Deepali Saluja, Consumer Buying Behavior towards Fashion Apparels- A Case of Delhi. IOSR Journal of Business and Management (IOSR-JBM) .2016; 2319–7668: 32-40.

2.      Isabel J. Grant, Graeme R. Stephen, Communicating culture: an examination of the buying behavior of ‘teenage’ girls and the key societal communicating factors influencing the buying process of fashion clothing. Journal of Targeting, Measurement and Analysis For Marketing, 2005; 14(2):101–114.

3.      Maria Piacentini, Greig Mailer, Symbolic consumption in Teenagers’ clothing choices. Journal Of Consumer Behavior 2009; 3: 251–262.

4.      Nirbhan Singh, R, A comprehensive study on Female buying behavior for apparel Segment in Coimbatore, International Journal of Textile and Fashion Technology.2013;  67-82.

5.      Syed Irfan Shafi, Dr. C. Madhavaiah (2014), Investigation on Shoppers' Buying Behavior Towards Apparel Products in Bangalore City. Pacific Business Review International. 2014; 6(8) :63-68.

 

 

Accepted on 18.04.2017          © A&V Publications all right reserved