Impact of Consumer Culture and Buying Intentions Towards Branded Apparel

ISSN: 2277-4637 (Online) | ISSN: 2231-5470 (Print)
Opinion Vol. 2, No. 2, December 2012
Impact of Consumer Culture and Buying Intentions Towards Branded Apparel

Akanksha Khanna*
ABSTRACT
Clothing is considered to be ones second skin and interest in clothing is highest during late teens and early twenties. The expression of self through clothing behaviour is clearly visible during these years of the consumers. Behind this expression, ones culture, background and general values play a dominant role. Advances in information technology (IT) and the globalization of business are both realities and opportunities of the twenty-rst century and have significantly influenced the purchase intentions of various segments. There are many critical issues which are faced by the marketer of today owing to these changes like major drifts in consumer preferences, intentions to purchase, cultural attributes and significant shifts in having desired possessions of fashion apparels. There are many consumer values fitness for purpose, functionality and efficiency are considered as main drivers which contribute significantly in cultural change and change in fashion fit their lifestyles (Hartley and Montgomery, 2009).Since culture is of prime importance to consumers existence and it
sways the way people think, perceive, process, and construe the information, owing to these reasons culture has a huge impact on the business. This study examines the effectiveness of various fashion marketing strategies and analysis of the consumer behaviour in a cross-section of demographic settings in reference to branded apparel retailing. This paper also discusses the marketing competencies of fashion apparel brands and retailers in reference to brand image, promotions, and external-market knowledge. The study examines the determinants of consumer behaviour and their impact on buying intentions towards branded apparel. Consumer market for branded apparel has become more diverse by designer brands, store brands, personalization, advertising, and ethnicity in the global marketplace. If manufacturers and retailers of fashion apparel can identify the target consumers tastes and preferences, they may be better able to attract and maintain their target consumer group. Keywords: Purchase intentions, Fashion apparels, Culture, Information, Preferences, Attributes
*Research Scholar, Indira Gandhi National Open University, (IGNOU), New Delhi, India
www.cpmr.org.in
Opinion: International Journal of Business Management 45
I. INTRODUCTION
Clothing is considered to be ones second skin and interest in clothing is highest during late teens and early twenties. The expression of self through clothing behaviour is clearly visible during these years. Behind this expression, ones culture, background and general values play a dominant role. Advances in information technology (IT) and the globalization of business are both realities and opportunities of the twenty-rst century and has significantly influenced the buying behaviour of various segments (Sheth et al.,2000; Oliva, 1999; Kalakota et al., 1999).There are many critical issues which are faced by the marketer of today owing to these changes like major drifts in consumer preferences, intentions to purchase, cultural attributes and significant shifts in having a desired possessions of branded apparels. The role of information technology in influencing buying behaviour has been well recognized (Widing and Talarzyk, 1993; Hoque and Lohse, 1999). It affect almost all aspects of international marketing models i.e. business-to consumer marketing and business-to-business marketing but qualitative and quantitative effects are different for consumer buying and business buying respectively (Kotler, 2000;Kaplan and Sawhney, 2000).Although IT affects both businessto consumer marketing and business-to-business marketing, its effects on consumer buying and business buying behaviours are qualitatively and quantitatively different (Kotler, 2000;Kaplan and Sawhney, 2000). A central concern in marketing, organizational buying behaviour has been an important domain of scholarly investigation for a long time (Sheth, 1973) Many observers have noted that, quite aside from creating any cultural homogeneity, globalization is leading to a renaissance of interest in local customs and traditions and there is a remarkable change which is seen with diminishing homogeneity within the country and increasing homogeneity and communalities across the globe (Cleveland and Laroche, 2007). This is one of the most often disregarded essentials in a companys international marketing strategy that can determine the success or failure of a product or service is culture. Since culture is very important to peoples existence and it
www.cpmr.org.in
sways the way people perceive, process, and construe the information, owing to these reasons culture has a huge impact on the business. Awareness and grounding of culture of business partner will go a long way in serving and avoid embarrassing yourself and your company as well as possible isolating of potential customers. Continued cultural awareness, communication and competencies must be a priority for success of business. Most of the manufactures of designer firms of apparel are trying to bridge intercultural differences and building cultural consonance across consumer segments on a variety of contexts that stimulates interest in fashion apparel and are trying to embed every bit of market variations across culture in their business strategy. In devising cross cultural strategies the marketer has to be very careful in using phrases, metaphors, idioms, humour, vocabulary, grammar, concepts, and language style and these mentioned things have to be strictly equivalent across cultures in which the business is done, otherwise it can create a lot of problems and chaos as to what you mean and what others conceive and perceive. Normally now all the firms are using Customer centric market strategy which are developed on selfworth feature of consumer is used by the firms to improve buying purpose towards fashion apparel (Horowitz, 2009). Powerful market stimulants such as fashion shows on television, fashion advertisements, in-store displays, and fashion events in the urban shopping malls have influenced the transnational cosmopolitanism among consumers. Such interactive marketing strategies of fashion apparel have shown convergence of traditional and modern values and lifestyle to develop a homogeneous global consumer culture. The conventional method of using societal icons as the cultural drivers have now been replaced by global fashion players with flagship brands as a basis for product position and market segmentation. It is found that multi-channel systems of brand building and differentiation influence the consumers towards fashion apparel and need is created at local levels supportive of, and constituted by, cultural industries. The Italian city of Milan shows how the city
has became a destination brand, where different various channels are being negotiated and integrate service fashion and design branding strategies .Globalization and increasing competition, and short product life cycles in fashion retailing cultivate asymmetric consumer behavior and pose a number of marketing challenges for retail firms in India. In order to survive in this industry, it is vital for manufacturers and for retailers to develop and leverage core marketing capabilities. This study examines the effectiveness of different fashion marketing strategies and analysis of the consumer behavior in a cross-section of demographic settings in reference to fashion apparel retailing. This paper also discusses the marketing competencies of fashion apparel brands and retailers in reference to brand image, promotions, and externalmarket knowledge. The study examines the determinants of consumer behaviour and their impact on purchase intentions towards fashion apparel. Consumer market for fashion apparel has become more diverse by designer brands, store brands, personalization, advertising, and ethnicity in the global marketplace. If manufacturers and retailers of fashion apparel can identify the target consumers preferences, they may be better able to attract and maintain their target consumer group. However, little research has been conducted to investigate the factors influencing the apparel shopping behaviours among Hispanic consumers. Thus, the purpose of the present study is to investigate the attributes of shopping designer apparel among consumers in India. The present paper is divided into following sections, Section I, i.e. the present section gives the insights of changes in the culture and its impact on Indian fashion industry and preferences of buying. Section II gives the extensive reviews the literature .Section III gives analysis and interpretations of the results, followed by summary and conclusions contained in Section V. References are the part of the last section.
II. REVIEW OF LITERATURE

The fashion apparel has been quiet successful in building an image in the market by which is mainly exemplified as sexually ardent designs across genders (Narumi,
www.cpmr.org.in
2000). It is argued that shifts in consumer culture are considered as part of an international cultural system. There are many consumer values fitness for purpose, functionality and efficiency are considered as main drivers which contribute significantly in cultural change and change in fashion fit their lifestyles (Hartley and Montgomery, 2009). The platform adopted by the is in its Free design form the apparel designers, manufacturers, and retailers to exhibit geometry models of apparel products. Apparel products are essentially designed with reference to human body features, and thus have a common set of features as the human model hence is helpful in producing automatic generation of fitted garments. As seen people across genders buy the clothes which are mainly offered by the retailers, who are mainly influenced by lifestyle, cultures and values (Wang et al, 2009). Hence, the following hypothesis can be laid: People buy products which are mainly influenced by the consumer preferences the base of which is social differentiation of the products and self esteem of the consumer and this choice differs across culture which largely differs in their cultural orientation (Moon et al, 2008).Cultural dimensions like individualism, masculinity, uncertainty and avoidance etc is considered as a very useful framework in explaining cross cultural differences in customer acceptance of designer products (Hofstede,1980). Apparel is often used for its symbolic value reflecting the personality and status of the user. When the apparel holds a designer brand, it may be perceived as an ostentatious display of wealth. Thus consumers are motivated by a desire to impress others with their ability to pay particularity high prices for prestigious products (Solomon, 1983). Such personality dimensions often play critical role in shifting the consumer culture towards brand led buying behaviour of utilitarian goods. The designer apparel brands are perceived by the consumers as prestigious brands encompassing several physical and psychological values such as perceived conspicuous value, perceived unique value, perceived social value, perceived hedonic value and perceived quality value (Prendergast and Wong, 2003).Consumer experience with high socio-economic power perceptions
Opinion Vol. 2, No. 2, December 2012 Female [89]
creates qualitatively distinct psychological motives towards buying designer apparel that develop unique consumption patterns (Rucker and Galinsky, 2009). The cultural change in buying apparel from low price brands to designer brands in emerging markets has been institutionalized in a family environment. It has been observed that parental and sibling influences decreased with age, whereas peer and media influences expanded with increasing age. The television and celebrities also play a significant role in influencing adolescents clothing choices irrespective of gender categories. Among the most common two forms of media that children largely use are magazines and television while, teens are primarily influenced by visual merchandising, hand on experience, and spotting the fashion apparel users ( Seock and Bailey, 2009).The consumer Attitudes towards fashion has higher bearing on female buying tendency than male that is more often and significantly different from males on yearly expenditure, fashion fanship, attitudes and impulsive buying. The younger generation in the present context has higher purchase frequency, fashion fanship, and impulse buying as compared with other cohorts in the society (Pentecost and Andrews, 2010). In India this study will contribute mainly to marketers who are going to formulate the policies after a very careful analysis of the characteristics of Indian consumers apparel need and how they respond to the culture change. This is a comprehensive study to tap the basic characteristics of consumers towards culture change and branded apparels. To conclude the objective of the study a diverse sample is selected so that the empirical findings are having an accurate level.
Male [77]
Gender Male Female No of Respondents 77 89 % of Males and Females 44% 51%
3.2 Age profile
Age Group (26-35) (36-45) (15-25) (45)
% of Respondendents 73% 17% 69% 12%
The sample consists mainly of the age group (1525) and it about 69%, 73% of sample belong to (2635) years of age. Age group 36-45 and 45 above are of insignificant proportion.
3.3 Income (Monthly)

Figure : Income levels of the respondents
Levels of Income <10000 10001-20000 20001-30000 >50000 No of Respondents 49 12 45 70 % of Respondents 28% 7% 26% 40%
III. ANALYSIS AND INTERPRETATIONS OF THE RESULTS DEMOGRAPHIC ANALYSIS 3.1 Gender classification
The study started with a sample of 176 respondents. Out of total respondents 77 % were males and 89% were females.
www.cpmr.org.in
The income of the respondents are exhibited above in figure 111 and about 70 out of 176 respondents are
from the category 50000 per month, followed by 45 of respondents are having income from a range of (20000-30000), 49 respondents belong to a category of 10000.
IV. ANALYSING SOURCES OF INFORMATION

The respondents are asked as to what are the best sources of information which are used by the respondents. To analyze this confirmatory factor analysis is used. To The standardized regression weights of each measured variable are shown in the table I. The standardized regression weights indicate comparative influence of the construct to its variables. The high value of the standardized weights indicates the higher influence of the construct to the variable. The results are exhibited in table I signifying that the most important source under source of information is family and friends which explains more than 65% of variation in the construct, followed by advertisement and Internet as significant factors in information gathering ,affecting the buying behavior of consumer. Internet as an information source is very important nowadays in business as the level of competition; production processes and methods are rapidly increasing. Internet is considered as an important tool used by the marketing where companies can monitor the competitors and customers in order to embed all the important patterns. The squared multiple correlations indicate the percentage of variance of the measured variable that
www.cpmr.org.in
can be explained with the help of the variations in the construct. As shown in the table I, the squared multiple correlations of family and friends as an internet source is 49% percent of the variance of this measure can be explained with the help of sources of information construct. The squared multiple correlation of Advertisement indicates that 48 percent of the variance of the Advertisement can be explained with the help of variations in sources of Information followed by internet sources which explains 41.3% variation. Rest all sources are of inconsequential nature to impact any variation in the construct. The statistics for goodness of fit of the model from AMOS output is shown in table I (A) the results indicate that the goodness of fit indices (CFI, RFI and NFI) is significantly high. Hence, the model is fit. The Chi-square value is also presented in the table. The lower value of RMSEA also supports that the model is fit.
Table 1 Regression Weights sources of information

Name of the Variable Store_Agent_Dealer Family_and_Friends Past Experience Advertisements Internet Estimate Standardised Squared Regression Multiple Weight Correlation P
5.1 Apparels with newness, accessories and celebrity tag
offering
Sources of information
1.000 2.406 .658 .546 1.388
.472 .700 .395 .656 .643
.223 .490 .156 .430 .413 0.00* 0.11 0.00* 0.00*
Model Fit Chi-square CFI NFI RFI RMSEA LO 90 HI 90
Statistic 283.778 .707 .555 .537 .093 .169 .217
60 respondents showed there strong agreement 61 respondents agree, 37 respondents showed their disagreement.7% disagreed and 5 respondents strongly disagree.
V. PRODUCT ATTRACTIVENESS
The respondents were asked to give their agreement and disagreement on account of the product attractiveness as to what factors are prime to rate them and as to identify what factors are most important in influencing and converting their thoughts into buying action. Three statements were asked as to what is impacts them the most as far as buying behaviour of consumer is concerned i.e Consumers lean towards buying Fashion Apparel that exhibits newness, offers accessories and holds a celebrity tag , Fashion Apparel should demonstrate sensory appeal and fun * Consumers shift their preference on Fashion Apparel in view of its socio-economic value and lifestyle *.Out of all the statements the most important statement which affects their buying behaviour is Apparels with newness, offering accessories and celebrity tag ,with regression coefficient (.92) this means consumer behavior is affected by adding flavors of newness, schemes, accessories and of all the celebrity tag. Following is the descriptive and frequency of all the statements.
www.cpmr.org.in
5.2 Fashion Apparel should demonstrate sensory appeal and fun
As seen from the figure 31% o the respondents showed their strong agreement to the statement about perceiving branded apparel as regard sensory appeal.29% showed their disagreement in this regard 27% showed their agreement that sensual appeal of the branded apparels matters to them a lot.

Model Fit Chi-square CFI NFI RFI RMSEA LO 90 HI 90 Statistic 323 .85 .67 .72 .30 .169 .217
5.3 Consumers shift their preference on Fashion Apparel in view of its socioeconomic value and lifestyle*
The results are exhibited in table II signifying that the most important factors impacting product attractiveness. Apparels with newness, offering accessories and Celebrity tag are considered to be the most important factors affecting buying behavior of the consumer .It explains up to 92% of variation of the construct, followed by the sensory appeal with 57% variation and lifestyle and socioeconomic factors explains only 47% of the variation A3. Consumers shift their preference on Fashion Apparel in view of its socio-economic value and lifestyle
strongly agree agree neutral disagree strongly disagree 41% 35% 15% 6% 3% 72 62 26 11 5
Table 2 Factors impacting product attractiveness

Name of the Variable Estimate Standardised Squared P Regression Multiple Weight Correlation
Product Attractiveness
(A1) Apparels with newness, offering accessories and celebrity tag (A2)Sensory appeal (A3) Shift preference as per socio economic value and life style
1.00
.923
.851
.0*
.539 .6188
.576 .473
.326 .228
0* .0*
The squared multiple correlations indicate the percentage of variance of the measured variable that can be explained with the help of the variations in the construct. As shown in the table I, the squared multiple correlations of family and friends as an internet source is 92% percent of the variance of this measure can be explained with the help of product attractiveness construct. The squared multiple correlation of sensual
www.cpmr.org.in
appeal indicates that 57 percent of the variance in this can be explained with the help of variations in product attractiveness followed by socioeconomic factors and life style which explains 47% variation in the construct. All factors in this construct are showing their relative importance is of consequential nature to impact any variation in the construct. The statistics for goodness of fit of the model from AMOS output is shown in table II the results indicate that the goodness of fit indices (CFI, RFI and NFI) is significantly high. Hence, the model is fit. The Chi-square value is also presented in the table. The lower value of RMSEA also supports that the model is fit.
6.2 Consumers are attracted by display and fashion simulation offered by the store.
VI. STORE AND BRAND PREFERENCES

Respondents were asked to state their agreement on the following statements like
level of agreement strongly agree agree neutral disagree strongly disagree
% of respondents 45% 32% 16% 3% 3%
no of respondents 79 57 29 6 5
6.1 Designer Brands are identified by consumers in the context of store images.
Almost half of the respondents agree to the statement that definitely consumers are attracted by the display and fashion simulations.32% have agreement and 35 strongly disagree to the fact that consumers are attracted towards display and fashion simulations.
6.3 Store Promotions of Fashion Apparels are attractive when combined with Product Mix and Personalisation
strongly agree Agree neutral disagree strongly disagree
16% 24% 31% 19% 9%
As seen from the figure there is disagreement of 19% respondents and 31% neither agree or disagree and are in a state of indifference.9% respondents strongly disagree to the statement.
www.cpmr.org.in Opinion: International Journal of Business Management 52

Model Fit Chi-square CFI NFI RFI RMSEA LO 90 HI 90 Statistic 302 .83 .62 .70 .20 .149 .117
There is a strong agreement of the respondents relating to Store Promotions of Fashion Apparels are considered attractive when combined with Product Mix and Personalisation. There is a disagreement of only 4% and on strong disagreement comes only 2%.This is an implication to the marketer that he should come out with attractive schemes as people living in India are having a strong liking for store promotions.
6.4 Store brands are more attractive to consumers as they are pro-fashion, low price and easily available.
There is a disagreement of only 2 % and strong disagreement of about 6%,mainly there is an agreement and disagreement on the issue of store images as low price, pro fashion etc.
Name of the Variable (A 4) Store Image (A5) Display and Fashion Simulation promotions increased by productmix andpersonalization (A7) Store image is related to low price, pro-fashion and easily availability
Store and Brand Preference
Estimate Standardised Squared P Regression Multiple Weight Correlation 1.00 4.3 4.2 .128 .668 .635 .016 .446 .403 0.12 0.00* 0.00*
VII. SUMMARY AND CONCLUSION

Clothing is considered to be an expression of self through clothing behaviour is clearly visible during these years. Behind this expression, ones culture, background and general values play a dominant role. Advances in information technology (IT) and the globalization of business are both realities and opportunities of the twenty-rst century and has significantly influenced the buying behaviour of various segments. There are many critical issues which are faced by the marketer of today owing to these changes like major drifts in consumer preferences, intentions to purchase, cultural attributes and significant shifts in having a desired possessions of branded apparels.
(A 6) Store
4.9
.695
.481
0.00*
www.cpmr.org.in
It affect almost all aspects of international marketing models i.e. business-to consumer marketing and business-to-business marketing but qualitative and quantitative effects are different for consumer buying and business buying respectively (Kotler, 2000;Kaplan and Sawhney, 2000).Although IT affects both businessto consumer marketing and business-to-business marketing, its effects on consumer buying and business buying behaviours are qualitatively and quantitatively different (Kotler, 2000;Kaplan and Sawhney, 2000). A central concern in marketing, organizational buying behaviour has been an important domain of scholarly investigation for a long time (Sheth, 1973) Many observers have noted that, quite aside from creating any cultural homogeneity, globalization is leading to a renaissance of interest in local customs and traditions and there is a remarkable change which is seen with diminishing homogeneity within the country and increasing homogeneity and communalities across the globe (Cleveland and Laroche, 2007). This is one of the most often disregarded essentials in a companys international marketing strategy that can determine the success or failure of a product or service is culture. Since culture is very important to peoples existence and it sways the way people perceive, process, and construe the information, owing to these reasons culture has a huge impact on the business. Awareness and grounding of culture of business partner will go a long way in serving. This study examines the effectiveness of different fashion marketing strategies and analysis of the consumer behaviour in a cross-section of demographic settings in reference to fashion apparel retailing. This paper also discusses the marketing competencies of fashion apparel brands and retailers in reference to brand image, promotions, and external-market knowledge. The study examines the determinants of consumer behaviour and their impact on purchase intentions towards fashion apparel. Consumer market for fashion apparel has become more diverse by designer brands, store brands, personalization, advertising, and ethnicity in the global marketplace. If manufacturers and retailers of fashion apparel can identify the target consumers preferences, they may be better able to attract and maintain their target consumer group. It was revealed in the study that
www.cpmr.org.in
consumers prefer for sources of information as family and friends. Consumers are significantly for their buying behaviour on newness, celebrity tag and store fashion simulations, promotions and its image of pro fashion affects the consumer to buy branded apparels.
VIII. IMPLICATIONS FOR THE MARKETERS

Comparing the marketing of today with the marketing of yesteryear is like comparing a BB gun to a smart bomb; its enhanced by technology, Brands must develop strategies with much wider reach than ever before, Women purchases are becoming independent Premium and fast-fashion brands are forcing luxury brands to rethink their value proposition by competing directly with lower segment luxury The convergence of stores, e-commerce, social media and mobile commerce is creating an omnichannel experience for consumers Retailers face a fast-expanding, multi-pattern competitive set. A company may see its losing market share, but may not see where its going. Consumer spending is scattered thanks to new ways of making purchases. Manufacturers are becoming retailers. New rivals, often in the form of companies too small to hit the radar, continue to enter and fragment the market. In such a climate, every customer interaction becomes crucial. Market observers put the growth down to changing demographics, international exposure and shift to lifestyle spending. They add that the extra jingle in the pockets of the Indian urban middle class women, the target segment, has added fizz to the market. Brands for their part have learnt from their early mistakes. After an initial battering, they metamorphosed from a high-end mainly fashion-driven offering into a premium daily and office wear range punctuated by innovations. While re-positioning their range, apparel firms have also consciously pared down costs not only to just draw customers but also to check the growth of the unorganised segment.
IX. REFERENCES
1. Cleveland, M.,and Laroche, M. (2007), Acculturaton to the global consumer culture: Scale development and research paradigm, Journal of Business Research, 60 (3), 249-259 http://dx.doi.org/10.1016/j.jbusres.2006.11.006 2. Guo, C. and Wang, Y. J. (2009), A study of cross-border outshopping determinants: mediating effect of outshopping enjoyment, International Journal of Consumer Studies, 33 (6), 644-651 http://dx.doi.org/10.1111/j.14706431.2009.00811.x 3. Hartley, J. Montgomery, L. (2009), Fashion as consumer entrepreneurship: Emergent risk culture, social network markets, and the launch of Vogue in China, Chinese Journal of Communication, 2(1), 61-76 http://dx.doi.org/ 10.1080/17544750802639119 4. Horowitz, D. M. (2009), A review of consensus analysis methods in consumer culture, organizational culture and national culture research, Consumption Markets &Culture, 12(1), 47-64 http://dx.doi.org/10.1080/ 10253860802560839 5. Hofstede G. (1980), Motivation, leadership, and organization: do American theories apply abroad? Organizational Dynamics, 9 (1), 4263 http://dx.doi.org/10.1016/00902616(80)90013-3 6. Kaplan, S. and Sawhney, M. (2000), E-hubs: the new B2B marketplaces, Harvard Business Review, Vol. 78 No. 3,p. 97. 7. Kotler, P. (2000), Marketing Management, 10th ed., PrenticeHall, Englewood Cliffs, NJ. 8. Moon, J., Chadee, D., and Tikoo, S. (2008), Culture, product type, and price influences on consumer purchase intention to buy personalized products online, Journal of Business Research,
61 (1) 31-39 http://dx.doi.org/10.1016/ j.jbusres.2006.05.012 9. Narumi, H. (2000), Fashion orientalism and the limits of counter culture, Postcolonial Studies, 3(3), 311-330 http://dx.doi.org/10.1080/ 13688790020005047 10. Pentecost, R. and Andrews, L. (2010), Fashion retailing and the bottom line: The effects of generational cohorts, gender, fashion fanship, attitudes and impulse buying on fashion expenditure, Journal of Retailing and Consumer Services, 17 (1), 43-52 http://dx.doi.org/ 10.1016/j.jretconser.2009.09.003 11. Prendergast, G. and Wong, C. (2003), Parental influence on the purchase of luxury brands of infant apparel: an exploratory study in Hong Kong, Journal of Consumer Marketing, 20 (2), 157-169 http://dx.doi.org/10.1108/ 07363760310464613 12. Rucker, D. D. and Galinsky, A. D. (2009), Conspicuous consumption versus utilitarian ideals: How different levels of power shape consumer behavior, Journal of Experimental Social Psychology, 45 (3), 549-555 http://dx.doi.org/ 10.1016/j.jesp.2009.01.005 13. Seock, Y. K. and Bailey, L. R., (2009), Fashion promotions in the Hispanic market: Hispanic consumers use of information sources in apparel shopping, International Journal of Retail & Distribution Management, 37 (2), 161 181 http://dx.doi.org/10.1108/09590550910934290 14. Solomon, M.R. (1983), The role of products as social stimuli: a symbolic interactionism perspective, Journal of Consumer Research, 10 (2), 319-29 http://dx.doi.org/10.1086/208971 15. Sheth, J.N. (1973), A model of industrial buying behavior,Journal Of Marketing, Vol. 37 No. 4, pp. 50-6. http://dx.doi.org/10.2307/1250358
www.cpmr.org.in

Impact of Consumer Culture and Buying Intentions Towards Branded Apparel

Încărcat de

Informații document

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

Impact of Consumer Culture and Buying Intentions Towards Branded Apparel

Încărcat de

Drepturi de autor:

Formate disponibile

ISSN: 2277-4637 (Online) | ISSN: 2231-5470 (Print)

Opinion Vol. 2, No. 2, December 2012