Impact of media on fashion adoption behavior among college girls

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dc.contributor.advisorYadav, Nirmal
dc.contributor.authorMadan, Priyanka
dc.date.accessioned2016-10-28T14:08:10Z
dc.date.available2016-10-28T14:08:10Z
dc.date.issued2012
dc.description.abstractThe 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.en_US
dc.identifier.urihttp://krishikosh.egranth.ac.in/handle/1/82752
dc.language.isoenen_US
dc.publisherCCSHAUen_US
dc.subTextile and Apparel Designing
dc.subjectCultivation, Vegetative propagation, Yields, Farmyard manure, Crops, Biological development, Planting, Polymers, Drying, Harvestingen_US
dc.these.typeM.Sc
dc.titleImpact of media on fashion adoption behavior among college girlsen_US
dc.typeThesisen_US
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