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com/doc/53318501/A-STUDY-ON-THE-FACTORS-AFFECTING-THE-CONSUMERBUYING-BEHAVIOUR-REGARDING-THE-BRANDED-APPARELS-AMONGST-THE-YOUTH http://www.scribd.com/doc/32694662/Consumer-Buying-Behavior-Regarding-Branded-and-NonBranded-Readymade-Garments http://www.slideshare.net/hemanthcrpatna/a-study-on-consumer-buying-behaviour-at-shoppers-stop http://indianresearchjournals.com/pdf/IJMFSMR/2012/September/1.pdf http://www.academicjournals.org/ajbm/PDF/pdf2012/14Nov/Prasad.pdf

theorists have devoted considerable attention to understanding the motivations and behaviors of fashion innovators. The results of the study are analyzed in reference to a wide range of variables such as personal values, attitudes and socio-economic considerations

that affect the purchase intentions of consumers towards mens fashion apparel CELEBRITY PROMOTIONS OF FASHION APPAREL INTENSELY DRIVE PURCHASE INTENTIONS AS CONSUMERS INVOLVE IN PERSONATING CELEBRITIES Consumer research has indeed shown that celebrity endorsement may enhance the recall of advertising messages, increase the recognition of brand names and make advertisements more believable and influential. Some studies revealed that commercials using celebrities did enhance consumers likelihood of buying the advertised brand. A neuro-imaging study supported the hypothesis that the celebrity endorsement incurs positive influence on consumers. A single exposure of a popular celebrity with a product may result in a long-lasting positive effect on memory and purchase intention for the product. The purpose of decent clothing was primarily for self-esteem and fashion by women of all ages. Thus, investment on fashion apparel is largely related to self-evaluative salience, while the motivational salience builds arousal and enjoyment of clothes during the post-shopping PERSONALIZATION OF MENS FASHION APPAREL STIMULATES SELFESTEEM AMONG CONSUMERS LEADING TO ENHANCE THE SOCIAL VALUE Apparel designers lay a significant impact on the success or failure of fashion apparel and accessories. It has been observed that the demographic (e.g. gender and generational followers) and psychographic (e.g. fashion fans, attitudes and impulse buying) drivers influence frequency and levels of expenditure on buying fashion apparel. Buying pleasure of consumers to stand unique with fellow consumers has also been a strong behavioral driver for designer apparel manufacturers. Fashion apparel consumers have shown favorable attitude towards exotic fashion apparel products and higher purchase intention. It has been observed that consumers leaning towards buying designer apparel show higher cognitive motivations, and a different shopping orientation from their followers. Lead buyers enjoy shopping more and are not as cost-conscious, traditional, or conservative as the followers.

The cultural change in buying apparel from low price brands to designer brands in emerging markets has been institutionalized in a family environment. It has been observed that parental and sibling influences decreased with age, whereas peer and media influences expanded with increasing age. The television and celebrities also play a significant role in influencing adolescents' clothing choices irrespective of gender categories. Among the most common two forms of media that children largely use are magazines and television while, teens are primarily influenced by visual merchandising, hand on experience, and spotting the fashion apparel users. FAMILY BELIEFS AND TRADITIONS THAT DEFINE FAMILY VALUES INFLUENCE CONSUMER BUYING DECISIONS ON BRANDS OF FASHION APPAREL Departmental stores and Lifestyle Centers develop their apparel store brands to generate store loyalty among consumers. The store brands are displayed in these stores alongside the designer apparel brands. The changing dynamics of the fashion industry have forced retailers to aim at low cost marketing strategies and flexibility in design, and improving speed of penetration in market to gain competitive advantage. The concept of 'throwaway' or fast fashion had emerged since 1990 in the global marketplace, which describes that fast fashion drifts from a manufacturers to retailers and consumers. The store brands have IRJC International Journal of Marketing, Financial Services & Management Research Vol.1 Issue 9, September 2012, ISSN 2277 3622 www.indianresearchjournals.com 6 emerged rapidly in the fashion market considering the fast growth of fashion. Another factor that affects the consumer decision on store brands is the recognition of the role of store sales personnel in a retail environment. It has been observed that

effective sales people not only influence the shopping process but may also influence the consumers to switch their store patronage. Consumers may abandon one store brand to follow specific sales and service personnel to a new store brand. The retail stores play major role in influencing consumers for both store and manufacturers brands. Attitude toward promoted brands is characterized by positive store image, smart shopper self-perception, need for affiliation, and money attitude regarding power-prestige and anxiety. However, attitude of consumers towards store brands is determined by more positive store image, price advantage, and range of products to exercise buying options, and loyalty and trust related factors. Thus the hypothesis may be framed as: RELATIVELY LOW PRICES AND RANGE OF DESIGNS MOTIVATE CONSUMERS TO CHOOSE STORE BRANDS FOR BUYING MENS FASHION APPAREL PURCHASE INTENTIONS The fashion apparel has short product life-span and is influenced largely by the celebrity promotions, visual merchandizing, and store ambience. The multi-channel systems of brand building and differentiation at regional and local levels supported by cultural forums in the local markets drive the purchase intentions of consumers. Besides retail stores, fashion and design-based industrial actors also contribute to creating images and myths that support consumers orientation towards buying fashion apparel. Purchase intentions of consumers on fashion apparel are influenced by psychodynamics and social factors. Consumer perceptions on buying fashion apparel are based on five factors that include perceptional leadership and perceived role models in the society, matching attire status to employment and workplace ambience, socialization with peers and people they like, self-esteem and fun, and respectful treatment in the society.

Thus: H6: PURCHASE INTENTION ON FASHION APPAREL IS LARGELY INFLUENCED BY THE SOCIO-CULTURAL MOVEMENTS THAT DRIVE INVOLVEMENT WITH THE PRODUCTS AND MESSAGE Celebrity based promotions have become very popular way of pushing the fashion clothing in the market, which include celebrity owned brands and celebrity anchored brands. Fashion clothing, accessories and perfumes may be cited as best examples of the celebrity involvement in product promotion. The relation between fashion performance and celebrity media appears to be a general promotional effort by a manufacturer but such promotion strategy has a strong hold in triggering arousal and purchase intentions among consumers. The popular appeal of the celebrity drives the sales of fashion apparel significantly and leads the brand. As the fashion cycle gets narrowed because of increasing competition, manufacturers promote their brands through countless agents including celebrities. For instance, in the last decade SRK promoting himself as Shah Rukh Mayur Khan and Sunil Gavaskar as Digjam Man In the past, fashion used to be a highly centralized industry where new trends were diffused from a single location. The Paris Collections presented by a small network of couturier became the trends that everybody in the world imitated. RELATIVELY LOW PRICES AND RANGE OF DESIGNS MOTIVATE CONSUMERS TO CHOOSE STORE BRANDS FOR BUYING MENS FASHION APPAREL PURCHASE INTENTIONS The fashion apparel has short product life-span and is influenced largely by the celebrity promotions, visual merchandizing, and store ambience. The multi-channel systems of brand building and differentiation at regional and local levels supported by cultural forums in the local markets drive the purchase intentions of consumers. Besides retail stores, fashion and

design-based industrial actors also contribute to creating images and myths that support consumers orientation towards buying fashion apparel. Purchase intentions of consumers on fashion apparel are influenced by psychodynamics and social factors. Consumer perceptions on buying fashion apparel are based on five factors that include perceptional leadership and perceived role models in the society, matching attire status to employment and workplace ambience, socialization with peers and people they like, self-esteem and fun, and respectful treatment in the society. Thus: H6: PURCHASE INTENTION ON FASHION APPAREL IS LARGELY INFLUENCED BY THE SOCIO-CULTURAL MOVEMENTS THAT DRIVE INVOLVEMENT WITH THE PRODUCTS AND MESSAGE Celebrity based promotions have become very popular way of pushing the fashion clothing in the market, which include celebrity owned brands and celebrity anchored brands. Fashion clothing, accessories and perfumes may be cited as best examples of the celebrity involvement in product promotion. The relation between fashion performance and celebrity media appears to be a general promotional effort by a manufacturer but such promotion strategy has a strong hold in triggering arousal and purchase intentions among consumers. The popular appeal of the celebrity drives the sales of fashion apparel significantly and leads the brand. As the fashion cycle gets narrowed because of increasing competition, manufacturers promote their brands through countless agents including celebrities. For instance, in the last decade SRK promoting himself as Shah Rukh Mayur Khan and Sunil Gavaskar as Digjam Man In the past, fashion used to be a highly centralized industry where new trends were diffused from a single location. The Paris Collections presented by a small network of couturier became the trends that everybody in the world imitated.