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Article Summary: The Effect of Perception on Indian Urban Female Consumer Buying Behavior

Summary of the Article, "The effect of perception on Indian urban female consumer buying behavior" written by Dr.Avinash Kapoor and Dr.Chinmaya Kulshrestha. The objective of this study is to know the fashion involvement of selected affluent female consumers and to find the relationship between the fashion involvement and the media usage, personality traits (self-confidence and public self-consciousness), price perceptions (price/quality and prestige sensitivity), and selected demographic characteristics of affluent females consumers and to know whether these characteristics can be used as predictors of fashion involvement by the marketers.

The study among a random sample of 1200 female respondents was conducted in two places (Jaipur and Gurgaon as the places were selected because they are regional fashion center in India, as per The Retail Weeks,2007) taking two hypotheses:

i)                    There is relationship between fashion involvement and media usage personality traits, price perceptions, and selected demographic characteristics of affluent females consumers and,
ii)                  With these perceptions the future fashion involvement can be predicted.

Both Exploratory and Descriptive research was conducted, where exploratory research used mail survey and personal contacting through emails and telephone has been carried out.  For data analysis for the hypothesis i), Pearson’s and Spearman’s correlation tests and for Hypothesis ii) Two-step hierarchical regression is used to find the correlation and significant between the variables.

The study provided the following information; the overall fashion involvement is higher than what was expected. Media usage, Price/quantity relationship and Personality traits only self-confidence is higher than expected, where as public self-consciousness and prestige sensitivity is lower that what was expected.

The Correlation analysis has showed that there is most significant correlation between media usage and fashion involvement having a highest correlation(r=.296), where Prestige sensitivity(r=.219) and public self-consciousness(r=.199) taking the second and third high correlated variables respectively.  Whereas demographic characteristics like age, income, education, work status, price quality compared with fashion involvement has negative correlation.

The regression analyses has indicated that, Media usage and Prestige sensitivity has a coefficient of (.212) and (.153) respectively indicating as best predictor of fashion involvement.  At the same time, Price/quality showed a negative coefficient which suggests that the respondents perceptions of higher the price of the product are not necessarily an indicator of good quality.
At the same time personality traits were not significant predictors of fashion investment. And the Variance Inflation Factor (VIF) further indicated that there is no collinearity between fashion involvement and the predictor variables.

When the fashion involvement of affluent female consumers and their apparel purchase behavior, retailers and marketers will be able to accurately target the market segment.  Marketers can benefit from this information by developing pricing and promotional tactics to appeal to this market.  This would be further even helps the retailers by knowing what to consider when pricing products and promoting to affluent consumers. 


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