SELF CONCEPT It is an individual?s perception about himself/herself. It is a fun damental determinant of all human behaviour (Malhotra, 1988).

The person?s self concept is reflected in his or her consumer behaviour (Lau and Phan, 2007). The products and/or brands that individuals purchase serve as symbols that generate desired responses from other individuals (Landon, 1974). Hence, the self concept can be reflected by their product and brand choice (Goldsmith et al., 1999). Du e to adoption of western culture, Indian consumers seek to emulate western pract ices by purchasing foreign brands (Batra et al., 2000; Kinra, 2006). The self in terest among the customers have been measured with the help of five variables na mely satisfaction with life, Excellency, in life condition, satisfaction on own physical appearance, closeness of actual self and ideal self and pleased with th emselves as an individual. 2. NEED FOR UNIQUENESS It implies that the notion about self is embedded in the concept of need for uni queness (Fromkin, 1970). According to Tian et al., (2001), consumers express nee d for uniqueness by the possession and display of original, novel and unique con sumer products for the purpose of developing and enhancing one?s self concept. F romkin (1970) states that the motivation behind need for uniqueness originates f rom an unsatisfactory evaluation of self. Clark and Goldsmith ZENITH International Journal of Business Economics & Management Research Vol.2 Issue 2, February 2012, ISSN 2249 8826 Online available at http://zenithresearch.org.in/ www.zenithresearch.org.in 3 (2005) identified a negative relationship between self concept and need for uniq ueness. The need for uniqueness among the consumers is measured with the help of five variables namely things that I buy shape more unusual personal images, I d evelop my personal uniqueness by buying special brands, I buy unusual brands to create a more distinctive personal image, I stop wearing fashions when they beco me popular with the general public and I avoid brands that are bought by the ave dimensional and c rage consumer. 3. CLOTHING INTEREST Clothing interest is multi onsists of five components namely concept with physical appearance, experimentat ion with appearance, and heightened awareness of clothing, enhancement of person al security and enhancement of individuality by (Gurel and Gurel, 1979; Kaiser, 1998). The clothing interest among the consumers is measured with the help of th e variables namely spending more on clothing, favourite activity is clothing, li ke the clothing than others and enhancement of appearance though clothing (Workm an and Kidd, 2000; Solomon, 2003). 4. PERCEIVED QUALITY The consumer?s perceptio n on a brand is based upon the quality (Doyle, 2001). Individuals interested in clothing tend to pay more attention to physical properties and features of the c lothing that include quality of garment (Kaiser, 1998). The perceived quality ha s been associated with the brand name (Maxwell, 2001). Indian consumers perceive d more quality on branded products (Maxwell, 2001). The perceived quality of app rovals have been measured with the help of variables namely reliability, durabil ity and high quality (Gabor and Granger, 1996; Sweeney and Soutar, 2001). 5. EMO TIONAL VALUE Emotional value is defined as the benefit derived from the feeling or affective states. As a product category that induces high involvement and int erest due to its symbolic and hedonic nature, clothing tends to evoke emotion as consumers go through the stages of selection and use (Kim et al., 2002). The br and names generally have a higher symbolic and emotional measuring in India (Joh ansson, 1997). The emotional value of the product among the consumers have been measured with the help of variables namely be one that I enjoy: makes me feel go od; gives me pleasure and makes me want to use it. 6. PURCHASE INTENTION Purchas e intention is defined as the intention to purchase a particular brand because o f its features, quality or emotional benefits (Mc Connell, 1968). The purchase i ntention have been measured by variables namely I intend to buy this brand frequ ently (Yoo et al., 2000) and I plan to buy this brand often (Yu and Dean, 2001).