A STUDY OF ADOPTION OF FASHION AMONG COLLEGE

YOUTHS

BY- BHATT NEHA(PGDMM) SEAT NO- 03

GUIDED BY- SHRI KALPESH SHAH

WHAT IS FASHION….? Fashion is linked with social diffusion by

which new patterns & styles are adopted by groups of consumers..

STYLE HIGH FASHIONFASHIONMASS FASHION FADCLASSIC TASTE

FASHION THEORIES Collective Selection: Example: SKIRTS. Trickle-Down Theory: Example: Ramp &

fashion Shows. Trickle-Across Theory: Example: Fashion &

Glamour shows. Trickle-Up Theory: Example: Jeans

WHO IS AYOUTH….??

SEGMENTING THE YOUTHCULTURAL MISFITSTYLE BHAIMIDDLE CLASS MANJUMAIN BHI NRIRICH BRATNERDY NANDU

VALUES OF FASHION TO YOUTHS Youth wants to

be------------ COOL. Terminal Values: Are those

which have fixed destination set in consumer mind; Pleasure, Exciting Life.

Instrumental Values: Are those which gives a push to reach to desired destinations; Capable, Imaginative.

ITEMS

Small & latest cell phones.Perfumes & deodorants.Jewellery

Hair Styles

Laptop

RANK IN %

51%

48%

41%

38%

32%

PURCHASE DECISIONS OF YOUTHS BASED UPON MENTAL SIMULATION Boredom Proneness Boredom Coping Intrinsic Enjoyment Social Attention Self Consciousness Self Related Aspects

SPENDING PATTERNS

SPENDING PATTERNS OF SIX METROS

0

1000

2000

3000

4000

5000

6000

7000

Mumbai Kolkata Delhi Chennai Bangalora Hydrabad

Grooming & toileteries

Entertainment

Furnishinings

Furnishinings

PSYCHOGRAPHY OF THE YOUTHS They need products which are Youthful,

Different, Uninhibited also those which are in Street Fashion based on their attitudes, personality & lifestyles.

STAR POWER AS SOURCES ATTRACTIVENSS

INFLUENCE OF GROUPS

REFERENCE GROUP’S INFLUENCE

SHOPPING: AS AN ADVENTURE Social Experience Sharing Common Interest Interpersonal Attraction Instant Status Thrill of Hunt

ADOPTION OF INNOVATION

DIFUSSION OF INNOVATION

BIBLIOGRAPHY Consumer Behavior in Fashion by Solomon

& Rabolt The Marketing Whitebook 2006 Web Searches:

www.currentissues&research in advertising & www.worldwide consumer survey.