To Study the Factors of Consumer Involvement in Fashion Clothing

The today's trend is towards material possessions as criterion of success. Thus they use fashion clothing as a medium of expressing their self and also fit into the social environment. Fashion involvement is a consumer's perceived importance of fashion clothing. It is important to investigate fashion involvement to understand consumer behavior and to develop improved marketing strategies. The purpose of this study is to measure the fashion clothing involvement of teenagers, youth and adults consumers selected in Bangalore city. The research tries to explore the relationship between demographic characteristics and the factors of fashion involvement. The research focuses on fashion clothing because it is closely related to daily life, having essential, communicative, and psychological functions in consumers? lives. The sample size for the study chosen was 301. Samples were selected from schools, colleges, IT companies, government organizations and business establishments in Bangalore city. Factor analysis using principle components with varimax rotation was used. Also, the KMO and Bartlett's test was conducted in order to reveal interactions and relationship between different variables. The study shows, below 30 years customers tend to perform higher fashion clothing involvement. Correlation Analysis showed that there was significant positive correlation between purchase knowledge, confidence, social consciousness, materialism and the factors of fashion clothing involvement.