Consumer behavior in fashion industry. – Bc. Komal Verma

Abstract:

The thesis takes a mixed-method approach (both primary and secondary data analysis) to analyse and discuss how the Indian fashion industry is changing and the different factors that are forcing this change. The discussion essentially focuses on the certain objectives such as the consumer role in Indian fashion economy, the factors affecting the purchasing decision making of consumers and the role of celebrity endorsement in promoting brands in India. The secondary data is collected from a wide range of academic sources that includes research papers, online articles and company websites. On the other hand, the primary data is collected from 100 respondents against a set of questionnaires, focusing on understanding how they make a decision before making a purchase from the fashion Industry. Overall, the study concludes that Indian consumers are in a transition phase from being fast fashion-oriented to environmental impacts oriented, thus forcing brands to become more sustainable, given that the fashion industry is among the biggest contributors to consumerism and environmental damage. Apart from that, it was found that the face value of the brand or the market value of the celebrity attached to and endorsing the name of the brand has a great significance for Indian consumers. Other factors changing the Indian fashion industry landscape include rising disposable income, rapid urbanization, cultural impacts of globalization, and the rising education level of Indians. …víceméně