Following Fashion Trend is Luxury or Necessity A Perceptual Study

Chapter One
1.1 Introduction
Our study is on fashion trends that how today fashion is changes the perception of the
consumers. Is the fashion is necessity or luxury for them. Globalization has catalyzed the growth
of the fashion industry and the attractions of the market have significantly boosted the cultural
attributes of consumers across various consumer segments. A change in cultural values,
consumer preferences and purchase intentions towards fashion products is the most important
fact of life. (Rajagopal, 2011, 18)
Fashion that was luxury of yesterday has now become a need of today (Silverman, 2009).
Fashion has definitely made a huge amount of progress over the years. Fashion has been in the
habit of re- cycling fashion trends of age, giving a contemporary twist and brings it back to life
in modern times. As the world has begun to appreciate and understand the values and customs of
antiquity, and turning to our source, looking for the roots, fashion has also taken a similar turn.
Fashion designers are even turning to nature for inspiration. A fashion trend of the past was past
has suddenly found its way into fashion shows, fashion stores and boutiques. Vintage Fashion
seems to have returned. Luxury is about pleasure and satisfaction of the senses (Okonkwo,
2010).
Brands have always played a crucial role in the marketing of products and services. It is
generally acknowledged that consumers base their buying decisions not only on rational
considerations regarding, for instance, the price-quality ratio, but also to a great extent on their
subjective estimations and associations. The value added to a product by its brand, which is
usually referred to as brand equity, comprises both brand reputation (the long-term overall
impressions of price and quality aspects of a brand) and brand image (e.g. a brands personality
and the associations it evokes) (JV, 2007)
It has been stated that the life of luxury fashion brands has become more difficult since the
proliferation of fast fashion brands (BOF, 2011)The fast fashion brands have changed customers
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Following Fashion Trend is Luxury or Necessity A Perceptual Study

expectations concerning speed and variety and showing that style is possible at low prices. Even
loyal high end customers have started to mix their luxury fashion with fast fashion. Attracted by
the speed at which new styles are in stores and the fun of buying 10 cheap knockoffs for the price
of one authentic jacket, many wealthy consumers are becoming loyal to fast fashion as well.
(Rohwedder, 2004, p.1)
This research is descriptive statistics study about the following fashion trends. How consumer
attract towards the following fashion. However in the hypothesis consumer perception has also
been used which means what young generation perceives brands and follow the fashion trends.
Although there has been some research on young consumers, for example, their approach to the
categorization of products, their decision-making strategies and their role in making family
decisions, much remains to be done to understand how consumers youth develop brand loyalty,
brand preference and dependence. (Margaret K. Hogg Margaret Bruce, 1998,)

1.2 STATEMENT OF THE PROBLEM

To explore the perception of people about following fashion trends

1.3 RESEARCH QUESTIONs:

1. What are the perceptions of Pakistani youth about being fashionable?
2. What are the motivations for young consumers to follow latest fashion trends?
3. What are the alternatives available to Pakistani youth to replace luxury products or luxury
brands

1.4 RESEARCH OBJECTIVE:

1. To study the perceptions of Pakistani youth about fashion
2. To find out the motivational factors for young consumer in Pakistan to purchase luxury
branded fashion product
3. To analyze the alternatives available to Pakistani youth to replace luxury products or luxury
brands

1.5 OPERATIONAL DEFINITION OF KEY TERMS:

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

Societal pressure
Alternative brands
Social Income
Display
Media influence

Chapter Two
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Following Fashion Trend is Luxury or Necessity A Perceptual Study

Literature Review
When it comes to fashion, we are very interested. Attacks of fever mode with ease and is also contagious.
Actually affects many youngs.
Some create fashion and some follow the latest fashion trends. If we want to create a new profile, it is
important that we should be a public figure or a celebrity and have a strong sense of creativity. Usually,
we start from the Hollywood and Travel Bollywood, then following another Woods. If we want to follow
the latest fashion trends, we must always look out and we update with new arrive from time to time.
Fashion is not only related to our team, but also be observed through our shoes, bags, glasses, hair,
accessories, etc. So, we should all consider and make our skin and clear mind to present us same in a
beautiful way.
All we have to be careful if we agree and dress accordingly. So do not try to be ultra - modern ( may suit
some and not all) try to get in touch with the latest fashion trends and dress according to our attacks.
These are the factors that are psychological and hidden from view. These are the unconscious influences
that you are not aware and can be difficult to detect , however, are there and be aware of them puts you in
a position to control somehow.
Pride can be seen as a selfish need to be higher than others and this can lead to a competitive war with
someone that you consider similar fashion. Although these cases are rare, should come to mind when you
choose what you want. Ask yourself. Are you dress well because you love and it is your choice or no
competition involved?
Insecurity is correlated with social pressure, but it's mostly about your separation or independent of the
company. It is a state of mind in which you are inclined to make hasty fashion decisions are reckless in
nature and are often unrealistic. For example, buying items on the sole basis of the brand. Some people
give the brand name so important that even if already outrageously expensive to go.
Note that the level of confidence you have. Trust is different from pride. Confidence can produce positive
and negative results. Basically, it is a question of balance. With the confidence to be comfortable in what
you do or what you use. When you are sure you can think clearly and make decisions wisely instead if
you trust is low, that's when mistakes are made.
These are external influences you. As internal influences, some of which can be controlled , while others
are fixed.
Mannequins. When you choose a model and criteria that is most striking similarity. These are the types of
people who have some sort of quasi- identical to your body. Please note that I said almost." The clothes
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Following Fashion Trend is Luxury or Necessity A Perceptual Study

they wear will obviously look good on you also consider other factors as well, because youre both not
completely identical genetically.
The influence of the media. The mainstream media has a much broader effect covers the dress. We eye by
famous Hollywood stars and the fashion choices mainly because I essentially want the attention it
receives. People have an inner need to reproduce. I mean come on, the real reason you want to look
socially acceptable. Basically, it is more about helping you find a sweet spot in the society in which is
good.
Social pressure put weight on their fashion choices. As we meet with people with a specific type of code
mode tend to equate the taste of ours, just to satisfy our need to belong, as the saying goes, "Birds of a
feather s' assembles. It is necessary to comply with the rules of the fashion society. Just so you know
youre not dressing to please you, you do to please others. Culture is also a factor of social pressure. The
way we were raised and the value system that surrounds the time of your birth can be a challenge to go
against.
Make your fashion style next decision with a clear head, with fewer social and emotional costs as much as
possible to finally come out and shine as the best person you can be.

2.1 PREVIOUS STUDIES

2.1.1 Duboiss, Laurents and Czellars researches
Such as radon ( Dubois, k.k. and Kapferer,m.j., 2010)were among the first to recognize the
importance of products and international luxury brands in the academic literature.
They were also the first to try to characterize them. These contributions in the field search
luxuries are the most important among a growing number - but still relatively academic scale
research in the field of luxury brands. There is little systematic investigation of luxury. Perhaps
the most interesting of (Dubois, 1995)possessions and research practices luxury is your
theoretical starting point based on the previous results. Previously, it was possible to identify two
major consumer segments in the market for luxury goods. First, the "excluded, which, most
countries, accounted for the majority of the population without access to real estate, and
secondly, the opulent (rich) could be sub segmented two groups: old money " and "new
rich." Then, however, appeared a significant portion of the market was "walkers, a third group
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Following Fashion Trend is Luxury or Necessity A Perceptual Study

of consumers in certain product categories such as perfumes, could explain more than three out
of four purchases. In contrast to the excluded, for which the luxury world was, at best, a dream;
hikers have access to luxury goods. But unlike the rich, to whom the estate, and Laurent Dubois,
was an "art de vivre, the purchase and consumption of luxury goods intermittent, often related
to situations or circumstances. The purpose of this research was to develop an empirical scale to
measure how much a person is immersed in luxury.
2.1.2 Silversteins researches
Michael Silverstein and Neil Fiske conducted with the assistance of the research team. The
Boston Consulting Group, an extensive survey of this product to U.S. consumers options and
how companies create brand new luxury that appeals to the consumer market. The results were
published in the book trade in 2003.his research can be regarded as a sociological study and as a
business strategy. Much of the information has been obtained from publicly available sources,
for example, U.S. Census Bureau Labor Statistics data on health and new businesses and annual
reports. In 2002, the Researchers conducted a quantitative survey of U.S. households, in
collaboration with a major market research firm Harris Interactive. They interviewed 2,333
adults using Internet surveys ask about boutiques. Data were analyzed using a variety of
statistical techniques. In 2003, they made another survey 2105 consumers offices. The results
are consistent with those of the first survey. Quantitative studies have raised many questions
about the motivations of consumers, and Researchers interviewed more information thirty
respondents participated in the research. (Silverstein, 2008) According to research by Silverstein,
there is no typical new luxury spender even if consumers have common characteristics. They
are very selective buyers They carefully and deliberately trade luxury properties
in specific categories.

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

Paying less or trade in many or several of the other (Silverstein & Fiske 200815-16). Many of
them are just people who work in the twenties. Examples Silverstein mentions a single woman of
22 years who works as a business professional. She buys Coach Handbags and fine wines and
gourmet food stores visits, but his Shampoo is cheap pharmacy. (Silverstein, 2008)
In general, women are the new luxury consumer mainstream in America. More American women
participate in the labor force. Today, they are less likely to get married or do it later in their lives.
Young women, single and have a great job Influence in the new luxury market both consumers
and trendsetters. As its first new categories of luxury goods, Silverstein mentions fashion, food
and Drinks, cars, furniture, pet food and travel. This same trend is also observed in Japan. Young,
single and working women - who live at home with their parents and Costs very low
maintenance - have helped make most successful luxury Louis Vinton Brand. He also wondered
how the purchase of luxury goods arises. Four Emotional areas that are (Silverstein, 2008)

Take care of me
Login
Missions
Individual style.

Emotional space are closely interrelated and without strict boundaries between them.
Taking care of me
For many U.S. consumers to buy the most important new products Luxury reason is taking care
of my emotions they evoke. Chocolate, ice cream, coffee, home theater Equipment, appliances,
furniture, bedding, etc. give emotional place, stress Reduction, comfort, relaxation and rest.
When women have moments of Yes, they want to make the most of them, maybe have a bath
aquatic therapy or restaurants. The men retire to a room equipped with a personal computer or a
home theater. (Silverstein, 2008)
2.1.3 Other researches
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Following Fashion Trend is Luxury or Necessity A Perceptual Study

The motivation to eat for the pleasure of eating was examined by Social analyst Torstein Veblen
(1857-1929). He said the main role of Products should be used to inspire envy in others through
displays of wealth or power. He coined the phrase "conspicuous consumption to describe the
desire of people to show their ability to buy luxury goods. For him, the process of conspicuous
consumption was most apparent in the village leisure class for who work was productive
Taboo (Solomo, 1995))
Anita radon (2010) conducted their study of luxury brands online, through Internet and sites. She
picked up her empirical material through interviews email, instant Mail or live chat and the
visual presentation of data.
Perceptions
Engel et al. (1986) define the perception that the process by which the stimuli are received,
Interpreted and translated into a response with Blythe (2008) adds that it is an Analysis process
in which the outside world is filtered to only Important or interesting elements coming through.
It also suggests that the Information in the brain does not provide a comprehensive view of the
world and that "views of products and services are based largely on the perceived attributes,
some that has no objective reality (Blythe, 2008). Against a background of marketing,
encouragement could include a wide range of possibilities, from packaging to promotional
messages but, for the purposes of this study, a product category is used to explore the concept.
Brassington and Pettit (2006) argue that consumers are bombarded with marketing Stimuli every
day and a number of defense mechanisms to avoid over - stimulation and encourage a less
stressful process of interpretation. (Solomo, 1995) Refers to as Perceptual filters, so our past
experiences affect what we decide to stimuli Process. Babine and Harris (2009) agree, arguing

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

that consumers are selective in terms which are exposed to appoint protection mechanisms
SELECTIVE
Exposure (for a small part of the stimulus), selective attention (focusing on Specific) stimuli and
selective distortion (Information skewed interpretation Comply with existing beliefs).
Referring to these processes, together with the beliefs already held by the Consumers, it appears
that there is a high degree of consensus on the potential impact. Winchester al. (2008) focus on
the beliefs of a mark and the rule that if Positive, negative or neutral, which are created by
previous experience with Schiffmanetal. (2008) indicate that many consumers make conclusions
before examining all Tests. Babine and Harris (2009) share a similar view when explaining that
Consumers with strongly held beliefs about a brand tend to understand the brand Positive or
negative depends on these initial attitudes. Their marketing Consequences of this scenario by
Evans et al. (2009) argument that the messages. Those are consistent with the beliefs of an
individual a better chance of winning attention and is perceived favorably than those who are not
aligned, and die Chernatony and McDonald (2003) argue that there is considerable evidence to
show that Information not share the prior beliefs of consumers is distorted and Supporting
information is more easily accepted. Brassington and Pettit (2006) try to explain this by saying
that it is less threatening to the consumer Interpret things so that they are consistent with what
they already believe, rather than Deal with the hassle of confrontation and inconsistency. They
will say that Way to create this harmony is to allow perceptions are colored by the previous
Existing experience and attitudes ((Brassington, 2006) Obviously, Therefore, that because of the
participation of many different sensory stimuli, and Effective implementation of perceptual
filters, perception is complex and difficult to Analyze, but great efforts are spent in
understanding consumer perception as How a message greatly influences how consumers learn

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

(margaret, 1998)Perceptual processing occurs in two forms, (Wright, 1995)as Deductive and
inductive treatment. It describes the transformation as deductive System down to develop games
collection formed over a period of time and that these games are hard to change. Perception
involves inductive boost treatment when new experiences build new sets of perception. Previous
research (ETHarradine, 2000)identified that children develop rapidly Brand awareness and
become independent buyers at a relatively young age. There therefore likely that the post group 21 used as a sample for this study Well-developed deductive perceptual sets and that these
perceptions are based on Knowledge, experience and influence of reference groups in their
Development.

Chapter Three
METHODOLOGY:
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Following Fashion Trend is Luxury or Necessity A Perceptual Study

3.1 Research Approach:
In our research, we used quantitative research approach. The study aims at observing the
effect of consumers perception on fashion and also the reason behind that why they followed
fashion; just because of income, societal pressure, media influence etc. To investigate and collect
data to fulfill the study, proper research methods need to be used in order to ensure a reliable
result. Gathering information is easy, but gathering the right information, which fits study
purpose, is more complicated. There are two main research orientations: inductive and
deductive. A deductive research can provide prediction that is made out from already existing
theories and the prediction will be scale tested. While an inductive research where theories is
built based on data and empirical findings. The study leans more on inductive that would provide
descriptive input to the empirical finding and analysis. Inductive research allows the authors find
the answers to the research questions by understanding consumers responses regarding fashion
and its effect on consumers purchasing decision making behavior; and the authors can build the
theory based on the findings and analysis.
3.2 Research Method:
In order to carry out required results, we are using survey as our research method. For the
prospect result and information, a quantitative research methodology was chosen for this study
because qualitative research is more flexible and interpretation of results may vary. The
qualitative study does not focus on numbers, but on observations and the content of the interview
(Zikmund, 2000). The purpose of quantitative research is to determine the quantity or extent of
some phenomenon in the form of numbers. Compare to quantitative research, qualitative
research is more flexible, discuss that qualitative research aims at generating theory rather than
verifying a scale of a theory. The reason of choosing quantitative data was the study aims at
realizing the effect of consumer perception regarding fashion. The authors need to understand
consumers purchasing decision process regarding the fashion.
3.3 Hypothesis:
H1: Societal pressure has relationship with following fashion attribute.
H2: social income has relationship with following fashion attribute.
H3: media influence has relationship with following fashion attribute.
H4: alternative brand has relationship with following fashion attribute.
H5: display has relationship with following fashion attribute.
3.4 Model/frame work:

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

Alternative
brands
Display
Income

Following
Fashion
Attribute

Media
infulence
Societal
pressure
3.5 Population sample:
Cumulatively, 25 responses had been collected out of the population from university students.
3.5.1 Sample:
In these respondents we selected randomly 25 girls and boys from university and each of the two
sets were further divided into four different departments of university.
3.6 Sampling technique:
In our research simple random sampling technique was used for collecting the data from the
population but with a systematic frame work that we have selected 25respondents from 4
different departments (BBA, MS, CS AND BSCS) of university irrespective of race and religion.
Each of the sample respondents were ask to fill the questionnaire.
3.7 Data Collection Tool:
For our research, we are considering questionnaire as a data collection tool to find the
effect of consumer perception on fashion. Questionnaire is consisting of eleven questions based
on nominal scale.
3.7.1Validity:
Validity of research tool was insured by content validity (reviewing literature) and face validity
(sharing tool with expert and colleague and get their feedback)
3.7.2 Reliability:
Reliability of tool was insured by pilot study on the sample of ten% of total sample size. After
analysis of result of pilot study, 4 items of tool were deleted and rephrase.

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

3.8 Data Collection Technique:
Data can be collected from different sources and for different reasons. Depend on the content of
information, data can be used for various purposes, therefore it is important to know where to get
the data and find the most valid and suitable data for the specific research purposes (Mason,
2002)
Researchers originally gather Primary data for specific purpose in current research (Merriam,
2002). Collecting primary data usually has higher cost of money and time compare to the
secondary data. In this study face-to-face interviews with consumers are chosen to collecting
data to discover the effect of consumer perception regarding fashion. Moreover secondary data is
not originally collected for the current study purpose, it normally was primary data gathered for
other purposes. The benefit of secondary data is that it has lower cost, of both money and time.
Consumers have the experience of shopping in clothes market, and making purchasing decisions
when they are choosing clothes for the fashion (therefore, the study focus on when consumers
purchasing decision behavior associates with the fashion. Consumer interviewees are chosen
according to this guide.
3.9 Data Collection Tool:
For our research, we are considering questionnaire as a data collection tool to find the
effect of consumer perception on fashion. Questionnaire is consisting of eleven questions based
on nominal scale.
3.10 Data Collection Procedure:
Data will be collected through survey of questionnaire and these questionnaires will be
provided to university students user who often follow fashion and know the basic concepts of
fashion and their response. Data will be collected from 25 people as a sample and results will be
interpreted as frequent users of fashion followers.
3.11 Ethical Guidelines:
Some of the ethical guidelines we followed
Names were confidential.
We will not ask personal questions.
Research objectives were discussed.
We took permission from the respondents.
We did not ask question against any cultural race religion.
Research was not based on biasness.

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

Chapter IV
Data Analysis

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

The analysis of the data is purely based on the feedback from the participants that responded to
the research instruments, the analysis is in descriptive form with the help of graphs to get the
clearer picture. The questionnaire consisted of 9 items, each and every item or questions was
analyzed so that the reader can get the better idea of the research and can replicate this research
in any manner useful to them. The data collected through the survey is calculated as a whole
taking every response in to account, there were very simple questions mentioned in the
questionnaire for the ease of the respondents. The sample size was only limited to 25 from
private sector university because it was convenient to study.

Analysis OF HYPOTHESIS
H1: Societal pressure has relationship with following fashion attribute.
Correlations
By buying the same
brands as my friends, i
achieve a sense of
belonging
By buying the same brands as my

Pearson Correlation

friends, i achieve a sense of belonging

Sig. (2-tailed)
N

Fashion

Fashion
1

.386
.057

25

25

Pearson Correlation

.386

Sig. (2-tailed)

.057

25

25

INTERPRETATION:Above correlation test shows that the significant value is greater than the alpha which is 0.05 and
this means that the null hypothesis is accepted and alternate rejected so that researcher has
analyzed that there is no relationship between societal pressure on fashion.

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

H2: Media influence has relationship with following fashion attribute.

Correlations
Media Influence

Media Influence

Fashion

Pearson Correlation

Sig. (2-tailed)
N
Fashion

Pearson Correlation
Sig. (2-tailed)
N

.635**
.001

25

25

**

.635

.001
25

25

**. Correlation is significant at the 0.01 level (2-tailed).

INTERPRETAION:Above correlation test shows that the significant value is less than the alpha which is 0.05 and
this means that the alternative hypothesis is accepted and null rejected so that researcher has
analyzed that there is strong relationship between media influence on fashion.

H3: social income has relationship with following fashion attribute

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

Correlations
Affordability

Affordability

Fashion

Pearson Correlation

.717**

Sig. (2-tailed)

.000

N
Fashion

Pearson Correlation

25

25

**

.717

Sig. (2-tailed)

.000

25

25

**. Correlation is significant at the 0.01 level (2-tailed).

Interpretation:Above correlation test shows that the significant value is less than the alpha which is 0.05 and
this means that the alternative hypothesis is accepted and null rejected so that researcher has
analyzed that there has very strong relationship of social income on fashion.
H4: alternative brand has relationship with following fashion attribute
Correlations
Availablity of firstt copy
of branded product

Availablity of firstt copy of branded

Pearson Correlation

product

Sig. (2-tailed)
N

Fashion

Fashion

.236
.256

25

25

Pearson Correlation

.236

Sig. (2-tailed)

.256

25

25

Interpretation:Above correlation test shows that the significant value is greater than the alpha which is 0.05 and
this means that the null hypothesis is accepted and alternate rejected so that researcher has
analyzed that there is strong relationship between availability of copy brands on fashion.
H5: display has relationship with following fashion attribute.

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

Correlations
Display

Display

Fashion
a

Pearson Correlation

.a

Sig. (2-tailed)

N
Fashion

Pearson Correlation

Sig. (2-tailed)

25

a. Cannot be computed because at least one of the variables is constant.

Interpretation:Above correlation test shows that the significant value is less than the alpha which is 0.05 and
this means that the alternative hypothesis is accepted and null rejected so that researcher has
analyzed that there has very strong relationship of social income on fashion.

Researchers sample size was 25 and 9 questions were asked from each member. Each and every respondent an
question with full understanding.
Statistics
By buying the

I like to know

same brands as

what brands

Availability of

my friends, i

make a good

first copy of

Do you Follow achieve a sense

fashion?
N

of belonging

impression on

Media

others

Influence

branded
Affordability

product

gender

Valid

25

25

25

25

25

25

25

Missing

25

25

25

25

25

25

25

Mean

2.0000

2.1200

2.0800

1.8400

2.2400

2.0000

1.5600

Median

2.0000

2.0000

2.0000

1.0000

2.0000

2.0000

2.0000

1.00

2.00

2.00

1.00

2.00

2.00

2.00

1.15470

1.01325

.99666

1.24766

.96954

.95743

.50662

1.333

1.027

.993

1.557

.940

.917

.257

Mode
Std. Deviation
Variance

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Displa

Following Fashion Trend is Luxury or Necessity A Perceptual Study

Do you Follow fashion?

Frequency
Valid

Missing

STRONGLY AGREE

Percent

Valid Percent

Cumulative Percent

11

22.0

44.0

44.0

AGREE

14.0

28.0

72.0

NEUTRAL

8.0

16.0

88.0

DISAGREE

4.0

8.0

96.0

STRONGLY DISAGREE

2.0

4.0

100.0

Total

25

50.0

100.0

System

25

50.0

50

100.0

Total

Interpretation:From the above calculation its shows that 22 % people follow fashion they are strongly agree, 14%
people are agree, 4% are neutral, 2 % are disagree and 1 % is disagree that they do not follow fashion.

By buying the same brands as my friends, i achieve a sense of belonging

Frequency
Valid

Missing

Percent

Valid Percent

Cumulative Percent

STRONGLY AGREE

16.0

32.0

32.0

AGREE

18.0

36.0

68.0

NEUTRAL

10.0

20.0

88.0

DISAGREE

6.0

12.0

100.0

Total

25

50.0

100.0

System

25

50.0

50

100.0

Total

Interpretation:From the above calculation its shows that 8 % people perceives that societal
pressure has an effect on consumer perception, 9% agree, 5 % are neutral,
only 3 % disagree.
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Following Fashion Trend is Luxury or Necessity A Perceptual Study

I like to know what brands make a good impression on others

Frequency
Valid

Missing

Percent

Valid Percent

Cumulative Percent

STRONGLY Agree

16.0

32.0

32.0

Agree

18.0

36.0

68.0

Neutral

14.0

28.0

96.0

Strongly disagree

2.0

4.0

100.0

Total

25

50.0

100.0

System

25

50.0

50

100.0

Total

Interpretation:From the above calculation its shows that 16% people strongly believe that brands makes a good
impression on others while 18% agree only, 14% are neutral, 2% are strongly disagree.

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

Media Influence
Frequency
Valid

Missing
Total

STRONGLY agree

Percent

Valid Percent

Cumulative Percent

15

30.0

60.0

60.0

AGREE

8.0

16.0

76.0

Neutral

4.0

8.0

84.0

DISAGREE

6.0

12.0

96.0

strongly disagree

2.0

4.0

100.0

Total

25

50.0

100.0

System

25

50.0

50

100.0

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

Interpretation:From the above calculation its shows that 15 % people are strongly agree that media has some effect on
consumer perception of buying products, 4% are agree, 2% are neutral, 3% people are disagree and 1% is
strongly disagree about this effect on fashion.

Social income

Frequency
Valid

Missing

STRONGLY agree

Percent

Valid Percent

Cumulative Percent

10.0

20.0

20.0

Agree

12

24.0

48.0

68.0

Neutral

12.0

24.0

92.0

DISAGREE

2.0

4.0

96.0

strongly disagree

2.0

4.0

100.0

Total

25

50.0

100.0

System

25

50.0

50

100.0

Total

Interpretation:From the above calculation it shows that 5% believe that social income is necessary to follow fashion,12 % agree,
6% are neutral, 1 % disagree and 1% is strongly disagree.
Availability of first copy of branded product
Frequency
Valid

Missing
Total

STRONGLY agree

Percent

Valid Percent

Cumulative Percent

16.0

32.0

32.0

Agree

11

22.0

44.0

76.0

Neutral

10.0

20.0

96.0

strongly disagree

2.0

4.0

100.0

Total

25

50.0

100.0

System

25

50.0

50

100.0

Interpretation:From the above calculation it shows that 8% people believe that if alternative brands are
available they follow fashion, 11% agree, 5% neutral and 1 % is strongly disagree.

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

gender
Frequency
Valid

Missing

Percent

Valid Percent

Cumulative Percent

male

11

22.0

44.0

44.0

female

14

28.0

56.0

100.0

Total

25

50.0

100.0

System

25

50.0

50

100.0

Total

Interpretation:Both males and females were included in this question. The frequency of males was 15 and the
frequency of females was 10.

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

Chapter V
CONCLUSION:
5.1 Summary
Our study is on consumer perception about following fashion trends as luxury or necessity, their
behavior about fashion & how does these attributes influence consumer behavior. We are also
studying factors that affect consumer buying behavior of a product except following fashion
trends. We are studying the effect of social pressure on adopting fashion, brand image & social
status symbol. Fashion has definitely made a huge amount of progress over the years. Fashion
has been in the habit of re- cycling fashion trends of age, giving a contemporary twist and brings
it back to life in modern times. As the world has begun to appreciate and understand the values
and customs of antiquity, and turning to our source, looking for the roots, fashion has also taken
a similar turn. Fashion designers are even turning to nature for inspiration. A fashion trend of the
past has suddenly found its way into fashion shows, fashion stores and boutiques. Vintage
Fashion seems to have returned. Luxury is about pleasure and satisfaction of the senses. It is
generally acknowledged that consumers base their buying decisions not only on rational
considerations regarding, for instance, the price-quality ratio, but also to a great extent on their
subjective estimations and associations. The value added to a product by its brand, which is
usually referred to as brand equity, comprises both brand reputation (the long-term overall
impressions of price and quality aspects of a brand) and brand image. This research is descriptive
statistics study about the following fashion trends. How consumer attract towards the following
fashion. However in the hypothesis consumer perception has also been used which means what
young generation perceives brands and follow the fashion trends.
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Following Fashion Trend is Luxury or Necessity A Perceptual Study

5.2 Findings
Through the analysis of the data we have found out that societal pressure has less effect on
fashion adoption and Media Influence has strong effect on fashion. Affordability has very strong
relationship on fashion, Availability of copy brands does not have any relationship with fashion
and there is no relationship between display and fashion.
The cognitive component of attitudes to luxury products was examined by asking the
respondents about their beliefs and opinions on luxury and their knowledge of luxury brands and
products. The affective component became evident as the respondents told about their feelings
when buying luxury goods, or about what luxury especially means to them. They also described
their consumer behavior and purchase intentions as well as the reasons that influence their
buying decisions in general.

5.3 Discussion
1) On the basis of above table Sig. value is a bit greater than alpha, thus null accepted &
alternate rejected. We can conclude that Societal pressure has less effect on fashion adoption
and generally it is assumed as well that when consumer buy branded products, he or she does
not focus more on their friends and social circle peoples preferences of brands .
2) On the basis of above table, Sig. value is less than alpha, thus null rejected & alternate accepted. We
can conclude that Media Influence has strong effect on fashion. Generally, it is right because most
of the people are psychology getting affected with the presentation and repetition of advertisements
easily. It is the most common source of spreading information about the value brands.
3) On the basis of above table, Sig value is equal to alpha, thus null rejected & alternate accepted. We
can conclude that affordability has very strong relationship with fashion . It is necessary that
people can easily afford high price fashion brands; based on their income. It is because generally,
high price of a brand is considered as a fashion brand.

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

4) On the basis of above table, Sig value is less than alpha, thus null rejected and alternate
accepted. We can conclude that availability of copy brands does not have any relationship
with fashion.

5.4 Recommendations for the future research

It would be very interesting to more thoroughly examine the non-interested luxury consumers
attitudes, interests, characteristics etc. as well as the respondents consumer habits in five or ten
years time. A longitudinal research would give more information on brand loyalty and the
permanency of consumer habits. The question where young people seek their information or buy
their luxury products is a large section, too. The use of the Internet as a marketplace brings about
new challenges to traditional marketing. You could also research young peoples attitudes to
brand extensions and diversification more exactly. Consumer research concerning attitudes and
needs is continuously needed.

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

Bibliography
Dubois, k.k. and Kapferer,m.j. (2010). Why does the fashion world perpetuate a
historical solution to an increasingly complex network of modern dilemmas?
. 17-18.
(Brassington, j. &. (2006). projrction tchnique for brand image research.
Dubois, .. L. (1995). Fashion shows create numerous opportunities for content, for
brands, editors, retailers, bloggers & celebrities .
ETHarradine, h. &. (2000). consumer culture and purchase intensions toward fashion
apprael in mexico.
margaret, k. &. (1998). fashion among young consumers. 293-300.
Silverstein, k. &. (2008). Buyer behaviour for fast fashion. 276-279.
Solomo, k. (1995). From an economic standpoint, fashion week generates a huge
amount of peripheral revenues in the cities in which it is hosted . 395-396.
Wright, l. (1995). projection technique for brand.

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

APPENDIX
Questionnaire
Name: __________________________
ID:

________________________

Email: ____________________________
Q1: Do you follow fashion?
Strongly Agree
Agree
Neutral
Disagree

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

Strongly Disagree

Q2: By buying the same brands as my friends, i

achieve a sense of belonging?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Q3: I like to know what brands make a good

impression on others.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Q4: Media Influence?

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Q5: Affordability?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Q6: Availability of first copy of branded product?

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Q7: gender?
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Following Fashion Trend is Luxury or Necessity A Perceptual Study

Male
female

Q8: Display?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

COVERING LETTER
Dated: 24-05-2014
To,
The instructor,
Iqra University,
IUNC Research Department,
North Nazimabad Campus,
Karachi.

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Following Fashion Trend is Luxury or Necessity A Perceptual Study

Respected Maam,
Subject: THESIS SUBMISSION
With due respect, it is to informed you that we are submitting our thesis to you which is
requirement of Writing Research Reports course. This thesis is free of plagiarism. This research
is conducted on the standards define by you & university rules & regulations. It was a great
experience for us to learn WRR course from you.
I hope you found our thesis interesting and worthy.
Thanking you,
Abdul Samad Saleem (0458)
Bareerah Syed (1016)
MahrukhRaza (1024)
FarihaFeroz (1029)

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