How cosmopolitan are Indian consumers?: a study on fashion clothing involvement
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 2 September 2014
Abstract
Purpose
The purpose of this paper is to examine affect of cosmopolitanism and consumers’ susceptibility to interpersonal influence on Indian consumers’ fashion clothing involvement. Moderating effect of demographics was studied.
Design/methodology/approach
Survey technique through self-administered questionnaire was used for data collection in both metropolitan and non-metropolitan cities in India.
Findings
Utilitarian, value expressive factors of normative influence and cosmopolitanism influence Indian consumers’ fashion clothing involvement. Type of city, income, and education moderated influence of normative values and cosmopolitanism on fashion clothing involvement.
Research limitations/implications
One of the major limitations of current research was that it had a large number of respondents in the age group of 18-40 years. Future research can attempt to reduce age biasness.
Practical implications
The findings can prove helpful to international apparel brands marketing luxury and fashion clothing in India. However, since conformance to social norms was important for Indians, clothing manufacturers should use reference groups, opinion leaders, and celebrities to generate awareness. A blend of global and local lifestyle should be used. International luxury brands can customize their products to combine ethnic tastes.
Originality/value
Fashion clothing market promises immense growth opportunities in India. There is limited research to examine influence cosmopolitanism on Indian consumers’ consumption behaviour. Knowledge about influence of global lifestyle, brands, mass media, and services on Indian consumers’ behaviour can help in targeting them effectively.
Keywords
Citation
Khare, A. (2014), "How cosmopolitan are Indian consumers?: a study on fashion clothing involvement", Journal of Fashion Marketing and Management, Vol. 18 No. 4, pp. 431-451. https://doi.org/10.1108/JFMM-05-2013-0066
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited