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Abstract
This study is an attempt to examine the influence of reference group and the importance of functional and perceptual features on the buying behaviour of consumers of branded casual wear in the city of Kolkata (India). A total of three reference group variables were tested along with eight variables each of functional and perceptual features (attributes) of casual wear brands. This investigation has been done to test the differences occurring because of gender and/or education of the respondents. No difference was found in the buying behaviour of males and females for reference group. Similar was the finding when these variables were tested with the education level of the respondents.
Among the variables of attributes, it was found that a difference existed among the men and women and also the levels of education when it came to giving importance to fabric quality of the casual wear while making a purchase of the same. The importance of stitch/workmanship differed between the two genders. A sense of belonging and an increase in social status as gains from the purchase of a brand of casual wear were attribute variables for which a significant difference was found depending upon the education levels of the respondents.
Keywords: Buying behavior, casual wear, reference group, perceptual/functional features, hedonistic.
Introduction
The apparel industry offers various categories of apparels. Among them, casual wear has particular importance because it represents the largest market of apparel.13 The purchase behaviour of consumers of casual wear is influenced by many factors. Family, friends and stars (film-stars, sport-stars etc) as categories of reference group influence the buying decision of the consumers. Also, any consumer before buying evaluates the casual wear on the basis of the various functional features (e.g. fit, size etc.) and perceptual features (e.g. sense of belonging, boosting self-esteem etc.) that it has to offer as attributes of the casual wear. In this regard this study has been undertaken to elicit opinions of the consumers of casual wear and conclude about the influence of referral groups and the importance of various attributes on the buying behaviour of the consumers of casual wear.
Review of Literature
Clothing has been cited as one of the principal means open for achieving prestige or status8. Kim and Han4 found in...