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Title:	An Emperical Investication of the Relationship Between Personality Traits and Fashion Consciousness Among College Going Students in India
Authors:	Khurana, Poonam
Keywords:	Personality Traits Fashion Consciousness
Issue Date:	2021
Publisher:	The Journal of India Management and Strategy
Description:	The growth of fashion industry in recent years can be attributed to consumers’ changing attitudes towards fashion. Consumers are becoming more fashion-conscious and keeping themselves updated with the latest fashion trends (D’Aveni, 2010). Generation Y, in particular, was found to have a distinctive approach to shopping than any other generational cohorts (Bakewell and Mitchell, 2003).As argued by Srinivas and Steven (2008), the distinctive characteristics of Generation Y differ across cultures. Generation Y, popularly known as the millennial generation, has fascinated practitioners and academicians all over the world (Bolton et al., 2013). Born between the years of 1980 and 2000 (Weingarton, 2009), Generation Y is the world’s second largest consumer cohort (Ordun, 2015), with highest levels of discretionary income at their disposal (Leask et al., 2013). Fashion consciousness refers to ―a person‘s degree of involvement with the styles or fashion of clothing…characterized by an interest in clothing and fashion, and in one‘s appearance (Nam et al. 2007, p.103). Fashion consciousness has been identified as an important dimension of a person‘s lifestyle that affects purchase decision and consumption behavior (Sproles and Kendall 1986; Wells and Tigert 1971). People who are highly fashion conscious may pay more attention to the image portrayed by prestige brands and therefore may be more prestige-sensitive than those who are less fashion conscious.
URI:	http://localhost:8080/xmlui/handle/123456789/51
Appears in Collections:	PGDM

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