Fashion involvement is a consumers perceived importance of fashion clothing (OCass, 2001). It is important to investigate fashion involvement to understand consumer purchase behavior and to develop improved marketing strategies. Although researchers agree that consumers consider apparel purchases to be important, there has been little research done regarding fashion involvement (OCass, 2000) of affluent female consumers.
The purpose of this study was to measure the fashion involvement of selected affluent female consumers from eight metropolitan areas in the United States and to identify relationships between fashion involvement and other selected variables. After controlling for socioeconomic demographic characteristics, the following variables were investigated with correlation and regression analyses: media usage, personality traits (self-confidence and public self-consciousness), and price perceptions (price/quality and prestige sensitivity) of affluent female consumers.
Regression results showed that media usage was significantly related to fashion involvement, indicating that media usage was the best predictor of fashion involvement. Prestige sensitivity was significantly related to fashion involvement, indicating that respondents perceptions of purchasing high prestige products was a predictor of fashion involvement. Price/quality was significantly related to fashion involvement; respondents perceptions of the price of a product were a good indicator of its quality. Results indicated that personality traits (self-confidence and public self-consciousness) were not significant predictors of fashion involvement.
Regression analyses of the demographic characteristics were consistent with previous literature. A statistically significant negative relationship was found between age and fashion involvement in this study, with younger ages indicating higher fashion involvement. Income was positively related to fashion involvement; as income increased, so did fashion involvement. Education was negatively related to fashion involvement; fashion involvement increased as education levels decreased.
By focusing solely on female consumers, with money to spend and access to retail fashion, the results can provide information into a recently untapped market. Marketers can use this research in developing improved marketing strategies to this market. Retailers can benefit from this information when pricing and promoting, and educators can expand on the findings by developing new studies examining affluent female consumers.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-01242005-143159 |
| Date | 25 January 2005 |
| Creators | McFatter, Robin Danielle |
| Contributors | Teresa Summers, Kathleen Rees, Bonnie Belleau, Betsy Garrison |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-01242005-143159/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached herein a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to LSU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below and in appropriate University policies, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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