Consmer innovativeness in fashion clothing and morning shows
Shabjahan, Shirza (070754) 2011
Consmer innovativeness in fashion clothing and morning shows - Islamabad. Department of Business Administration (Air University Main Campus) 2011. - 52p. CD
The focus of this research is to examine the relationship between Fashion Opinion Leadership, Product Involvement, Consumer Need for Uniqueness and Consumer Innovativeness. Influence of Morning Shows is taken as intervening variable in this study. Further relationship has also been tested with demographic variables such as Age, Income, Education and Marital Status. This study has examined the reliability of the model in the context of Fashion Clothing. Self-administered questionnaires were distributed among respondents. The results have indicated that there is a strong relationship between Fashion Opinion Leadership, Product Involvement, Consumer Need for Uniqueness and Consumer Innovativeness. The Multiple Regression analysis showed a strong and positive association between the independent and dependent variables. The Sobel Test of intervening variable showed that there is no significant impact of Morning Shows on Fashion Opinion Leadership, Product Involvement and Consumer Need for Uniqueness. Cross Tabulation analysis showed that Innovative consumers are younger in age, have high education and higher household Income to spend on clothing. The results of the study help to suggest other intervening variables such as influence of Facebook, Fashion Magazines in Pakistan and impact of Fashion T.V. Channels on Innovative Consumers. Various marketing strategies can be develop to target youth through up to-date fashions and by offering them exclusive and unique clothes. Stratified sampling could be done to measure Consumer Innovativeness in future studies.
Consmer innovativeness in fashion clothing and morning shows - Islamabad. Department of Business Administration (Air University Main Campus) 2011. - 52p. CD
The focus of this research is to examine the relationship between Fashion Opinion Leadership, Product Involvement, Consumer Need for Uniqueness and Consumer Innovativeness. Influence of Morning Shows is taken as intervening variable in this study. Further relationship has also been tested with demographic variables such as Age, Income, Education and Marital Status. This study has examined the reliability of the model in the context of Fashion Clothing. Self-administered questionnaires were distributed among respondents. The results have indicated that there is a strong relationship between Fashion Opinion Leadership, Product Involvement, Consumer Need for Uniqueness and Consumer Innovativeness. The Multiple Regression analysis showed a strong and positive association between the independent and dependent variables. The Sobel Test of intervening variable showed that there is no significant impact of Morning Shows on Fashion Opinion Leadership, Product Involvement and Consumer Need for Uniqueness. Cross Tabulation analysis showed that Innovative consumers are younger in age, have high education and higher household Income to spend on clothing. The results of the study help to suggest other intervening variables such as influence of Facebook, Fashion Magazines in Pakistan and impact of Fashion T.V. Channels on Innovative Consumers. Various marketing strategies can be develop to target youth through up to-date fashions and by offering them exclusive and unique clothes. Stratified sampling could be done to measure Consumer Innovativeness in future studies.