Impact of Gender on the Determinants of Purchase Intention of College Students toward Fashion Apparels
Dibyendu Chattaraj* (Assistant Professor, Institute of Engineering & Management, Kolkata, West Bengal, India) and Sujit Mukherjee(Associate Dean of Studies, Bharatiya Vidya Bhavan Institute of Management Science, Kolkata, West Bengal, India), *Corresponding author's Email
Chattaraj, Dibyendu and Mukherjee, Sujit (2019), “Impact of Gender on the Determinants of Purchase Intention of College Students toward Fashion Apparels”, MERC Global’s International Journal of Management, Vol. 7, Special Issue 1, pp. 146-153.
Submitted: April 18, 2019, Revision received: April 25, 2019, Accepted: April 28, 2019
Over the last three decades, a significant change in the fashion apparel industry, primarily because of globalisation has compelled the fashion apparel marketers to redesign and repositioning their strategies to achieve competitive advantage. In this background, this study tried to find out the prospective determinants and their impact on influencing the purchase intention toward fashion apparel. Also the study aimed to find out the role of gender in this regard. A self-administered questionnaire was utilised to collect responses from 355 respondents aged between 18 - 26 years on a 5-point Likert scale through Judgmental sampling. Based on the extant literature, twenty-six variables were developed. Collected data were analysed first through exploratory factor analysis to extract the influential factors (determinants) and then through Multiple Regression Analysis to find out the impact on the purchase intention toward fashion apparel. Lastly, Hierarchical Regression Analysis was used to find out the impact of gender on determinants. Six factors (termed here as determinants) emerged from self-developed variables with high reliability through Factor analysis. The multiple regression analysis demonstrated that all those with significant standardised Beta value have an influence on fashion apparel purchase intention. Hierarchical regression analysis shows that “Gender” has no significant effect on the relationship between the determinants with the fashion apparel purchase intention among college students. The understanding of the determinants influencing the purchasing of fashion apparel will help marketers understand the complexities of Indian consumers and customize their fashion apparel, merchandise to gain competitive advantage which will meet the requirements of the growing Indian fashionable apparel market.
Fashion apparel, Determinants, Gender, Purchase intention, College students, India.
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