Volume : 6, Issue : 3, March - 2017

A study of Fashion consumption behavior of Innovators and Non-innovators

Vaishali Joshi

Abstract :

<p>&nbsp;<span style="text-align: justify; text-indent: 0in; line-height: 200%;">The objective of this study is to examine the differences fashion innovators and non-fashion innovators in their fashion consumption behavior in terms of their pre-purchase behavior, purchase behavior, and post purchase behavior. The questionnaire was distributed to a female college student for data collection. The sample was comprised of 81 college females ages 18 through 30 who were attending Business Management degree. </span><span style="text-align: justify; text-indent: 0in; line-height: 200%; font-family: TimesNewRoman, serif;">Data was analyzed through frequency distribution table. Many differences were found in the behavior of innovators and non-innovators in terms of their pre-purchase, actual purchase, and post-purchase behavior.&nbsp;</span></p> <p class="MsoNormal" style="margin-top:1.0pt;text-align:justify;text-indent:0in;&#10;mso-layout-grid-align:none"><span style="mso-bidi-font-size:12.0pt;line-height:200%;font-family:&quot;TimesNewRoman&quot;,serif;&#10;mso-bidi-font-family:TimesNewRoman"><o:p></o:p></span></p>