Impact of media on fashion adoption behavior among college girls
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Date
2012
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CCSHAU
Abstract
The present study was conducted on Impact of media on fashion adoption behavior among college
girls. For carrying out the present investigation, questionnaire was developed and finalized by experts.
A total of 120 girl’s (60 each from Hisar and Gurgaon cities of Haryana state) pursuing graduate and
post graduate level from different colleges between the age group of 18-26 years were selected
randomly. The girls of different cities were of different opinion. Girls from Hisar city were motivated
by Hindi movies as source of information for fashion adoption, while for Gurgaon girls was Women’s
magazine. Overall influence of media on fashion adoption among college girls were seen by Hindi
movies as it got the 1st rank followed by pamphlet, woman magazine, T.V. serials. Advertisements
which are on front pages of any magazines/newspaper etc. got the 1st rank followed by inclusion of
celebrity prop up the fashion item. College going girls buy the fashion product which offer better
quality in low price. Girls buy those fashion dresses which have good colour combination, durability,
comfortable features. They purchased the garments when need arises followed by marriage in the
family. Fixed price shops were highly preferred followed by super markets. Greater percentage of
respondents considered cotton suits, denim jeans, hosiery tops as most preferred fabric/dress materials
and feel comfortable, looking cool and attractive. Respondents preferred ready-made garments in
casual, formal and party wear followed by tailor-made, self-made/ home-made and boutique –made.
Girls were fascinated to take common fashion accessories with their clothing like ear-rings, belly,
watches and handbags. Most of them adopted fashion after the adoption of few people. Overall impact
of media on fashion adoption behavior was: clothing selection having 1st rank with 76.98%; followed
by fashion adoption having 2nd rank with 66.66% and purchasing behavior having 3rd rank with
65.72%. The present investigation will be beneficial for planning marketing strategies. Media has great
impact on the buying behavior of students which can help the producers in marketing their fashion
products through effective media.
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