COMPARATIVE STUDY OF CONSUMER’S INVOLVEMENT FACTORS IN FASHION CLOTHING.
- Department of Statistics-University of Sargodha.
- Primary Secondary Healthcare Department, Lahore.
- Department of Biology, Post Graduate Degree Girls College for Women, Sargodha.
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For many years, Fashion clothing has been an area of interest to many consumer researchers. This study examines the effect of age, gender, materialism and self-image product image congruency on consumer’s involvement in fashion clothing. Today everyone has become materialist to get success. Thus people use fashion clothing as an important key to express their self to others and fit themselves in social environment. As fashion clothing has become the essential part of consumer’s life. So, it is important to investigate consumer’s involvement in fashion clothing to understand their behavior. The main purpose of this study is to measure the fashion clothing involvement of youth, adults, working people selected in Sargodha city. Fashion clothing is the center of this research. The sample size chosen for this study was 150. All samples were selected from Universities, Job Organization and Business establishment in Sargodha city. Factor analysis using principle components with varimax rotation was used. Also, the KMO and Bartlett’s test was conducted in order to find or examine the interactions and relationships between variables.
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[Iram Sana, Muhammad Iqbal, Muhammad Tariq Jamshaid and Mumtaz Akhter. (2017); COMPARATIVE STUDY OF CONSUMER’S INVOLVEMENT FACTORS IN FASHION CLOTHING. Int. J. of Adv. Res. 5 (Mar). 447-454] (ISSN 2320-5407). www.journalijar.com
Primary Secondary Healthcare Department
