Study on Effect of Consumer Age, Family Income and Family Size on Fast Fashion Consumption Pattern

Authors

  • Sushil Kumar Bishnoi Chandigarh University, Department of Fashion and Design, University Institute of Design, Punjab, India Author https://orcid.org/0000-0001-9789-6875
  • Ramratan Guru Mody University of Science and Technology, School of Design, Sikar Rd, Laxmangarh, Rajasthan 332311, India Author

DOI:

https://doi.org/10.14502/tekstilec.66.2022100

Keywords:

fast fashion, fashion buying motives, consumer buying behavior

Abstract

The aim of the study was to analyse the impact of various consumer attributes on the fast fashion consumption pattern. The effect of consumer age, family income and family size on the percentage of monthly income spent on clothing and percentage of monthly clothing consumption spent on fast fashion by consumers in NCR (National Capital Region) of India was studied in this research. Causal research was employed in this study. Correlations among the variables were established using the response surface methodology (Box-Behnken experimental design) to understand whether the impact is significant or not. Control factors, studied at 3 levels of variation, were age, monthly family income and family size. The responses for the experiment were the percentage of monthly income (per person) spent on clothing and the percentage of monthly clothing consumption spent on fast fashion. The study revealed that age and monthly family income have a strong influence on the percentage of monthly income spent on clothing, while family size has a negligible or no effect on the percentage of monthly income spent on clothing. It was also found that age, monthly family income and family size have a strong influence on the percentage of monthly clothing consumption spent on fast fashion. The demand for fast fashion and clothing is rising at a very high rate, which has made it hard for retail brands and apparel manufacturers to meet the consumer expectations. The analysis of consumer behaviour provides the advantage to fashion brands in anticipating and meeting consumer demands in a more efficient manner to create brand loyalty.

Downloads

Download data is not yet available.

References

COLLETT, M., CLUVER, B., CHEN, H. Consumer perceptions the limited lifespan of fast fashion apparel. Research Journal of Textile and Apparel, 2013, 17(2), 61–68, doi: 10.1108/RJTA-17-02-2013-B009. DOI: https://doi.org/10.1108/RJTA-17-02-2013-B009

YU, J.P., CHANG, J., WONG, Y., MOON, K.L. Fast fabric: development and production practices of dominant fast fashion retailers. Research Journal of Textile and Apparel, 2012, 16(3), 1–17, doi: 10.1108/RJTA-16-03-2012-B001. DOI: https://doi.org/10.1108/RJTA-16-03-2012-B001

GABRIELLI, V., BAGHI, I., CODELUPPI, V. Consumption practices of fast fashion products: a consumer‐based approach. Journal of Fashion Marketing and Management, 2013, 17(2), 206–224, doi: 10.1108/JFMM-10-2011-0076. DOI: https://doi.org/10.1108/JFMM-10-2011-0076

BARNES, L., LEA-GREENWOOD, G. Fast fashioning the supply chain: shaping the research agenda. Journal of Fashion Marketing and Management, 2006, 10(3), 259–271, doi: 10.1108/13612020610679259. DOI: https://doi.org/10.1108/13612020610679259

MEENA, S. Consumer psychology and marketing. International Journal of Research and Analytical Reviews, 2018, 5(3), 218–222.

DING, Y., DESARBO, W., HANSSENS, D., JEDIDI, K., LYNCH, J., LEHMANN, D. The past, present, and future of measurements and methods in marketing analysis. Marketing Letters, 2020, 31, 175–186, doi: 10.1007/s11002-020-09527-7. DOI: https://doi.org/10.1007/s11002-020-09527-7

WERTENBROCH, K., SCHRIFT, R., ALBA, J., BARASCH, A., BHATTACHARJEE, A., GIESLER, M. Autonomy in consumer choice. Marketing Letters, 2020, 31, 429–439, doi: 10.1007/s11002-020-09521-z. DOI: https://doi.org/10.1007/s11002-020-09521-z

JOY, A., SHERRY, JR J., VENKATESH, A., WANG, J., CHAN, R. Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory, 2012, 16(3), 273–296, doi: 10.2752/175174112X13340749707123. DOI: https://doi.org/10.2752/175174112X13340749707123

It may not be possible to slow down fast fashion – so can the industry ever be sustainable? [online]. The conversation [accessed 6 April 2022]. Available on World Wide Web: <http://theconversation.com/it-may-not-be-possible-to-slow-down-fast-fashion-so-can-the-industry-ever-be-sustainable-82168>.

FALEBITA, O., OGUNLUSI, C., ADETUNJI, A. A review of advertising management and its impact on consumer behaviour. International Journal of Agriculture Innovation, Technology and Globalisation, 2020, 1(4), 354–374, doi: 10.1504/IJAITG.2020.111885. DOI: https://doi.org/10.1504/IJAITG.2020.111885

NORRIS, O.J. The age of fast fashion: how consumer behaviour has changed and how it’s impacting our environment [online]. AMPLYFI [accessed 5 May 2022]. Available on World Wide Web: <https://amplyfi.com/2022/01/10/the-age-of-fast-fashion>.

VARADARAJAN, R. Customer information resources advantage, marketing strategy and business performance: a market resources based view. Industrial Marketing Management, 2020, 89, 89–97, doi: 10.1016/j.indmarman.2020.03.003. DOI: https://doi.org/10.1016/j.indmarman.2020.03.003

CAMARGO, L., PEREIRA, S., SCARPIN, M. Fast and ultra-fast fashion supply chain management: an exploratory research. International Journal of Retail & Distribution Management, 2020, 48(6), 537–553, doi: 10.1108/IJRDM-04-2019-0133. DOI: https://doi.org/10.1108/IJRDM-04-2019-0133

WANG, T.Y. Consumer behavior characteristics in fast fashion. Thesis for the fulfillment of the Master of Fashion Management [online]. Textilhögskolan, Sweden [accessed 7 April 2022]. Available on World Wide Web: <http://bada.hb.se/bitstream/2320/7723/2/2010.13.16.pdf>.

RAHMIATI, F. The impact of fast fashion elements on female consumer buying behaviour. Journal of Marketing and Consumer Researcher, 2016, 23, 38–45.

CACHON, G.P., SWINNEY, R. The value of fast fashion: quick response, enhanced design, and strategic consumer behaviour. Management Science, 2011, 57(4), 778–795, doi: 10.1287/mnsc.1100.1303. DOI: https://doi.org/10.1287/mnsc.1100.1303

CHRISTOPHER, M., LOWSON, R., PECK, H. Creating agile supply chains in the fashion industry. International Journal of Retail and Distribution Management, 2004, 32(8), 367–376, doi: 10.1108/09590550410546188. DOI: https://doi.org/10.1108/09590550410546188

ANISHA, S., KALAIVANI, A. Factors influencing buyers behaviour while purchasing. Shanlax International Journal of Commerce, 2016, 4(3), 153–158.

Main factors influencing consumer behavior: personal, social, cultural, psychological and economic [online]. Bakkah [accessed 13 April 2022]. Available on World Wide Web: <https://bakkah.com/knowledge-center/five-factors-influencing-%20consumer-behavior>.

LEUNG, A.C.Y., YEE, R.W.Y., LO, E.S.C. Psychological and social factors of fashion consciousness: an empirical study in the luxury fashion market. Research Journal of Textile and Apparel, 2015, 19(3), 58–69, doi: 10.1108/RJTA-19-03-2015-B008. DOI: https://doi.org/10.1108/RJTA-19-03-2015-B008

SARKAR, M.P., OBEROI, S. Emotional intelligence and its impact on team building through mediation of leadership effectiveness. International Journal of Management, 2020, 11(12), 581–594, doi: 10.34218/IJM.11.12.2020.054. DOI: https://doi.org/10.34218/IJM.11.12.2020.054

MALTER, M., HOLBROOK, M., KAHN, B., PARKER, J., LEHMANN, D. The past, present, and future of consumer research. Marketing Letters, 2020, 31(2), 137–149, doi: 10.1007/s11002-020-09526-8. DOI: https://doi.org/10.1007/s11002-020-09526-8

REISCH, L., ZHAO, M. Behavioural economics, consumer behaviour and consumer policy: state of the art. Behavioural Public Policy, 2017, 1(2), 190–206, doi: 10.1017/bpp.2017.1. DOI: https://doi.org/10.1017/bpp.2017.1

ARAGONCILLO, L., ORUS, C. Impulse buying behaviour: an online-offline comparative and the impact of social media. Spanish Journal of Marketing – ESIC, 2018, 22(1), 42–62, doi: 10.1108/SJME-03-2018-007. DOI: https://doi.org/10.1108/SJME-03-2018-007

BURTON, J., GOLLINS, J., MCNEELY, L., WALLS, D. Revisting the relationship between ad frequency and purchase intentions. Journal of Advertising Research, 2018, 59(1), 27–39, doi: 10.2501/JAR-2018-031. DOI: https://doi.org/10.2501/JAR-2018-031

PRADHAN, D., ISRAEL, D., JENA, A. Materialism and compulsive buying behaviour: The role of consumer credit card use and impulse buying. Asia Pacific Journal of Marketing and Logistics, 2018, 30(5), 1239–1258, doi: 10.1108/APJML-08-2017-0164. DOI: https://doi.org/10.1108/APJML-08-2017-0164

GOGOI, B. Do impulsive buying influence compulsive buying? Academy of Marketing Studies Journal, 2020, 24(4), 1–15.

PLATANIA, M., PLATANIA, S., SANTISI, G. Entertainment marketing, experiential consumption and consumer behavior: the determinant of choice of wine in the store. Wine Economics and Policy, 2016, 5(2), 87–95, doi: 10.1016/j.wep.2016.10.001. DOI: https://doi.org/10.1016/j.wep.2016.10.001

PANDYA, P.R., PANDYA, K. An empirical study of compulsive buying behaviour of consumers. Alochana Chakra Journal, 2020, 9(6), 4102–4114.

BISHNOI, S., SINGH, S. A study on consumer buying behaviour for fashion and luxury brands under emotional influence. Research Journal of Textile and Apparel, 2022, 26(4), 405–418, doi: 10.1108/RJTA-03-2021-0026. DOI: https://doi.org/10.1108/RJTA-03-2021-0026

SOLOMON, M. Consumer behaviour: buying, having and being. Hoboken : Pearson, 2017.

WOOD, M. Discretionary unplanned buying in consumer society. Journal of Consumer Behaviour, 2005, 4(4), 268–281, doi: 10.1002/cb.14. DOI: https://doi.org/10.1002/cb.14

The future of fashion and apparel [online]. Fortune India [accessed 6 May 2022]. Available on World Wide Web: <https://www.fortuneindia.com/opinion/the-future-of-fashion-and-apparel/104656>.

McCARTHY, M. Fashion consumer behavior: socioeconomics & trend forecasting insights [online]. MakersValley [accessed 6 May 2022]. Available on World Wide Web: <https://blog.makersvalley.net/meeting-the-demand-fashion-brands-and-buyer-behavior>.

PREEZ, R. Apparel shopping behaviour – part 1: towards the development of a conceptual theoretical model. SA Journal of Industrial Psychology, 2003, 29(3), 11–14, doi: 10520/EJC88970. DOI: https://doi.org/10.4102/sajip.v29i3.111

Downloads

Published

2023-07-17

Issue

Section

Scientific article

Categories

How to Cite

Kumar Bishnoi , S., & Guru, R. (2023). Study on Effect of Consumer Age, Family Income and Family Size on Fast Fashion Consumption Pattern. Tekstilec, 66, 148-159. https://doi.org/10.14502/tekstilec.66.2022100

Similar Articles

1-10 of 29

You may also start an advanced similarity search for this article.