(The Impact of New Fashion Adoption on Consumer Buying Behavior in

Pakistan’s Clothing Brand)

(Iqra Ashiq Hussain S3F15BBAM0016)

(University of Central Punjab)

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 Abstract

The Impact of New Fashion Adoption on Consumer Buying Behavior in Pakistan’s

Clothing Brand.

This study examines the impact of new fashion adoption of consumer buying behavior in

Pakistan’s clothing brands. This is an explanatory study as we are explaining the effect on

dependent variable (consumer buying behavior) in a result to cause of independent variable (new

fashion adoption) and other variables too which are effecting the both. The objective of this study

is to understand the purchasing and consumption behavior of individuals, to learn that how

different aspects of personality traits influence consumer behavior, to do comparative study on

relative effects of real versus ideal self-image on fashion or dressing and to explore the risk involve

about the non-adoption of new fashion.

Keywords: Consumer Buying Behavior, New Fashion Adoption, Personality Traits and Clothing

Brands.

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 Dedication

I would like to dedicate this work to ALLAH Almighty for giving me strength to complete

my work and for providing me ability to understand the things well. I also want to dedicate my

project to over beloved Prophet PBUH and last but not the least I want to dedicate my work to my

parents as they are the biggest support of mine in all times.

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 Acknowledgment

In performing this research, I had to take help and gratitude of some respected persons who

deserves the appreciation. The compilation of this research gives me the great pleasure and for this

I would like to thank the world’s best teacher Prof. Imran Alam for giving the great guideline for

research throughout the numerous consultations. I would also thank u who directly or indirectly

help me to complete my project.

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 1 Chapter Introduction

Due to increasing demand for fashion, luxury lifestyle mainly among the urban population and

global growth in gross domestic product the fast fashion industry is growing 9.7% per year over

the last five years, while their traditional-apparel counterparts have grown just 6.8% per year over

the same period. There is an ongoing research on fast fashion dealing with consumer but few

researchers move to analyses consumers' practices and habits towards fast fashion products. So,

we are going to discuss the impacts of new fashion adoption on consumer buying behavior in

Pakistan’s clothing brands. In relation to fashion, consumer researchers have studied the links

between consumer’s personality traits and their marketplace behaviors.

Nowadays, fashion clothing could be defined as fundamental for both reasons, firstly due to its

economic value and secondly due to the social function meaning that apparel provides to

consumer’s existence. However, with the growing level on both expectations and variety of

clothing products from current fashion consumers, companies are facing the problem to predict

what consumers are asking for, when and for what price. Consequently, is a worldwide enigma

how retailers and marketers manage to find innovative ways to get increases in both sales and

profit. Nevertheless, the meaning that fashion clothing has for consumers varies, and one

individual’s attachment may be quite different from their relatives and friends in sense of nature

or intensity. Therefore, the resulting purchase behavior as a response to the different stimuli varies.

Fashion industry can be defined as a complicated complex and continuously changing industry to

the demands of the consumers, that are influenced by universal trends and clothing from all over

the world. Due to the globalization of the markets, the range of products available for the

population is bigger as well as the variety of purchasing decisions. The variables that influence

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consumers on this process are several and also the consequent purchasing decisions that could be

divided into impulsive or planned.

The fashion industry could be defined as billion-dollar industry that employs millions of people

worldwide. Since the moment it became global, somehow consumers have been affected by this

fast and evolving industry (Holmber & Öhnfeldt, 2010).

Consumer behavior is a broad field of study that provides insight of consumers’ psychological,

cultural and anthropological information that helps in building the business model for knowing the

taste of the consumers. It is a fact that consumer behavior is being a cognitive and behavioral trait

of human being; It is difficult to evaluate it empirically and implement any action for determining

any exact solution. There are many companies who deal with fashion products in the market are

eager to customize their consumers lately due to intense competition. In addition to this, there are

many products are upcoming in this industry every day with help of open technological place that

is making problem for the veteran players in this market to sustain their position. It is also a

concerned matter for the fashion industry that new emerging markets have different choices and

taste of fashion, thereby; It is difficult for them to understand the needs of the emerging markets.

So, the aim of this research is to provide you the impacts of new fashion adoption on consumer

buying behavior in Pakistan’s clothing brands.

1.1 Problem Statement

In this study we will discuss that how the new fashion adoption impacts on the consumer buying

behavior in Pakistan’s Clothing brands. As we can see that our fashion industry in growing rapidly

there is a fast and rapid changes in the design of clothing within few weeks there are new clothes

at every outlet of different brands. So, we just want to know that this rapid change leaves a positive

impact on our clothing brands or negative impacts.

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1.2 Significance of Research

Many studies are done and available on internet about the consumer behavior in fast fashion

industry and the buying behavior of the different countries towards fast fashion adoption. But not

a single person done the study on the impacts of new fashion adoption on consumer buying

behavior in Pakistan’s clothing brands. Only a limited study has been done on fashion industry so

the concentration of this research is define all those impacts which a new fashion adoption leaves

on consumer behavior in Pakistan’s clothing brands which shows that this research is significant.

1.3 Research Objectives

 To understand the purchasing and consumption behavior of individuals.

 To learn that how different aspects of personality traits influence consumer behavior.

 To do comparative study on relative effects of real versus ideal self-image on fashion or

dressing.

 To explore the risk, involve about the non-adoption of new fashion.

1.4 Research Questions

 How the new fashion adoption effects the purchasing and consumption behavior of

individuals?

 How can the different aspects of personality traits influence consumer behavior?

 What are the effects of real versus ideal self-image on fashion or dressing?

 Is there any risk involved about the non-adoption of fashion?

1.5 Limitations of Research

As the samples of this research has been collected from the Sialkot as our studied population is

Sialkot so this research is only limited to the Sialkot. Moreover, this study has limited number of

variables and the data is collected for this research only by using questionnaire and interviews and

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some secondary sources. So the above thing which are mentioned above are the limitations of

research.

1.6 Organization of Research

This research includes the introduction, the problem statement, the limitations, the objectives and

questions of research moreover in this includes literature review, the research design and

methodology, data analysis, results and the conclusion and recommendations of this research.

1.7 Hypothesis Development

For the sake of knowing the impacts of new fashion adoption on consumer buying behavior in

Pakistan clothing brands researcher develop the following hypothesis in research.

H1: New fashion adoption affects consumer buying behavior.

H2: New fashion adoption doesn’t affect consumer buying behavior.

H3: Personality traits influence consumer buying behavior.

H4: Personality traits doesn’t influence consumer buying behavior.

H5: Real versus ideal image affects buying behavior.

H6: Real versus ideal image doesn’t affects buying behavior.

H7: There is risk of non-adoption of fashion.

H8: There isn’t any risk of non-adoption of fashion.

1.8 Research Aims

The aim of researcher in this research is to find out all those negative and positive impacts which

new fashion adoption leaves on consumer buying behavior in Pakistani clothing brands moreover

the researcher wants to resolve all those issues which consumer faces during the change in fashion

by the help of this research.

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1.9 Delimitations of Research

The delimitations of this research is the researcher is able to cover out the study gap as researcher

has contributed in the literature to this field as many researches have been done on impacts of new

fashion adoption on consumer buying behavior but nobody has done the research on clothing

brands of Sialkot moreover the researcher.

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 2 Chapter Literature Review

 In this literature we have studied that how much of Chinese consumers are involved in fashion

and how their fashion involvement effects the brand related consumer responses including

brand status, brand attitude and willingness to pay a premium for a specific brand.

 In this, we have studied the demographic and physiographic factors on frequency and levels of

expenditure on fashion purchases. That how generational cohorts, gender, fashion fan ship,

attitude, impulse buying effects on fashion expenditure.

 In this literature will examined the consumer values, needs and purchase behavior of two Asian

countries China and South Korea. In this, self-directed values were the determinant of needs

to be satisfied by apparel products. In this we have learned that there are three types of needs

to be satisfied by apparel products (i.e. experiential, social and functional needs), Experiential

needs are most important needs that influence the apparel purchase.

 In this we will describes the results of a survey of 281 adult women in the state of Florida and

we used the 15 adjective pairs of the Malhotra self-concept scale to measure their self-image.

A valid and reliable self-report scale measured their fashion innovativeness, to know those

consumers who are most likely to buy new fashions after it first appears in the market and

Pearson correlation analysis was also performed. The results of both analyses showed that the

fashion innovators explained themselves uniquely as more comfortable, pleasant,

contemporary, formal, colorful, and vain than the later adopters. Lending confidence to this

approach to profiling fashion innovators and suggesting that using self-image could be a

fruitful way to appeal to these important consumers.

 This literature covers the three main things, which are fashion branding, innovation theory and

self-concept theory. In this, we have seen that fashion branding at manufacturing level could

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 be an important strategic marketing approach in clothing industry to fight its way out of long-

term structural decline and if it is based on relevant aspects of, innovation and self-concept

theory can be manifested positively in fashion promotional plans.

 This research will help us to know the impacts of some variables, which considered as

determinants in the fast fashion industry for e.g. fashion blogs and online shopping in this we

will analyze the effects of these variables on fashion consumers and its effects on their purchase

behavior.

 This study will help us to examine the relationships between gender, age, self-monitoring,

materialism, fashion clothing consumption motives and fashion clothing involvement. In this

research, we used different measures of self-monitoring and involvement and the predicted

relationships suggesting that the model provides a reasonable framework to understand fashion

involvement. Moreover, materialism and symbolic motives were found to have a significant

effect on respondent’s level of involvement in fashion clothing. Age and gender had differing

effects on purchase decision and product involvement.

 This research has looked at the behavior of fashion consciousness consumers, and the impact

of the social media with regard to the adoption of fashion trends and purchase intention. That

how the fashion conscious segment is an influential force within the fashion industry, which

has been facilitated by the growth of the new media. This study investigates the correlation

between positive negative conversation in social media channels, fashion conscious consumers

and increase of decrease of purchase intention.

 This study regards consumer’s fashion choices, and the many variables that influence their

clothing purchase decisions, which must be known in apparel companies. Therefore, the

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 purpose of this paper is to identify whether fashion and shopping orientation are determinants

of clothing purchase intention.

 This work consists on the concept of sustainability has gradually taken on a leading role,

particularly because of its potential ability to influence consumers’ view and, consequently,

their buying choices.

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 3 Chapter Theoretical Framework

3.1 Purpose of the Study:

The purpose of this study is to investigate the impact of new fashion adoption on consumer buying

behavior in Pakistan’s clothing brands and to study all those variables which effects consumer

buying behavior and to know that all these impacts of new fashion adoption leaves positive impacts

or negative impacts on consumer buying behavior.

3.2 Research Approach:

As it is an explanatory study so that’s why researcher is using deductive approach moreover, we

are applying hypothesis on theory and studying the theory which is already developed and not

developing a theory and applying hypothesis on it that’s why it is a deductive approach.

3.3 Data Sources and methodology

In this study for finding the impacts of new fashion adoption on consumer buying behavior in

Pakistan’s clothing brands the researcher used the two sources for the sake of data collection the

first one is primary source and second one is secondary source. In primary sources the

questionnaire and the interviews are the instruments for collecting the data where as in the

secondary source the literature review, journals and the different documents are the instruments

which are used for this study.

3.4 Research Design

It is an explanatory study and the researcher used quantitative technique (non-probability) in this

study for collection of data. The convenience sampling technique is used to collect the facts from

population as we are studying the impacts of new fashion adoption on consumer behavior in

Pakistan’s clothing brands so the population size is quiet large that we cannot reach everyone so

we have used convenient sampling.

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3.5 Research Strategy:

In research strategy the researcher used the survey technique and semi-structured interviews to

collect the data from all those brand consumers whose outlet is available in Sialkot to check out

the impacts of new fashion adoption on consumer buying behavior.

3.6 Population

In this study the theoretical population is all the upper class people of Pakistan who are the brand

users of Pakistan whereas the studied population of this is the all those people of Sialkot who are

the brand users and the population size is 25000. In this study researcher has collected the data

from the consumers of all those Pakistani brands whose outlet is available in Sialkot as our studied

population is Sialkot city because we can get access to data from here easily.

3.7 Sample Size

Researcher have selected the samples from the clothing brands whose outlets are available in

Sialkot by using convenient sampling and fulfilling the objectives of this study researcher design

instrument called questionnaire and for getting the response and computing the results the

questionnaire is circulated among the consumers of different brands in Sialkot. 130 questionnaires

are spread and 100 questionnaires are received from the respondents. The total population of

Sialkot district is 12,00,000 out of which number of brand consumers is nearly 25,000 in Sialkot

but due to lack of time researcher can obtain data of 500 consumers only but not all the consumers

are available at the same time so the researcher selected 200 consumers which are conveniently

available as a sample size the people but people who responded is only 130 out of which 25 were

ineligible to respond the questionnaire and 5 were not reachable. So the total respond rate of

research is 57% whereas as the active respond rate is 58.8% other than that male and female both

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are part of this study. In this study married and unmarried are involved and all age group people

are involved in this research.

3.8 Instrument and Scale

For measuring the relationships of variables researcher plans the questionnaire that accomplish the

aim of this research. The questionnaire contains 20 questions. First five questions are consisting

of the first objective which is for understanding the purchasing and consumption behavior of

individuals the next five questions are consists of the second objective which is to learn that how

different aspects of personality traits influence consumer behavior where the next five consist of

third objective which is to do comparative study on relative effects of real versus ideal self-image

on fashion or dressing and the last five consists of last objective which is to explore the risk,

involve about the non-adoption of new fashion. All the questions are designed under the

dichotomous scale which means all the question are closed ended with the option of yes or no only.

3.9 Longitudinal Study

This study is a longitudinal study as in this study we are studying the change and development in

fashion over the period of time.

3.10 Linked with Theories

 Consumer Buying Behavior Theory

Theory of Reasoned Action

According to the theory, specificity is critical in the decision-making process. A consumer only

takes a specific action when there is an equally specific result expected. From the time the

consumer decides to act to the time the action is completed, the consumer retains the ability to

change his or her mind and decide on a different course of action.

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 Motivation-Need Theory

Abraham Maslow put forward his hierarchy of needs in 1943, sending ripple effects through

the entire psychological community. Under his theory, people act to fulfill their needs based

on a five-part priority system. The needs include, in order of importance: physiological

(survival), safety, love, esteem, and self-actualization.

Hawkins Stern Impulse Buying

Hawkins Stern believed heavily in the idea of impulse behavior. Stern argued that sudden

buying impulses fit alongside rational purchasing decisions to paint a complete picture of the

average consumer. Impulse purchases are driven largely by external stimuli, and have almost

no relationship to traditional decision-making. Stern established four categories of impulse

buying. First are the purely impulse purchases, Second, consumers make reminded impulse

buys, third are suggested impulse purchases, Finally, consumers make planned impulse

decisions, where they know they want to buy a product, but are unsure about the specifics.

Engel, Kollet, Blackwell (EKB) Model

The EKB Model expands on the Theory of Reasoned Action, and lays out a five-step process

that consumers use when making a purchase. The first step, input, is where consumers absorb

most of the marketing materials they see on television, newspapers or online. Once the

consumer collects the data, he or she moves into information processing, where the consumer

compares the input to past experiences and expectations.

 The New Fashion Adoption Theory

Trickle-Down Theory

Coined by economist Thorstein Veblen in 1889, the trickle-down theory of fashion adoption

assumes that fashion begins in the upper echelon of society. Styles worn by the wealthy change,

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and those changes are gradually adopted by the middle and lower classes. When those styles

have been assimilated by the lower classes, the wealthy, in turn, change their style and attire.

This theory assumes that the lower classes want to emulate the upper classes and is the oldest

theory of fashion adoption. It is applicable historically, particularly prior to World War II.

Styles from the white blouses of the Gibson Girl era to the shorter hemlines of the 1920's began

in the upper classes.

Trickle-Across Theory

First developed in the late 1950's, the trickle-across theory assumes that fashion moves across

socioeconomic levels relatively rapidly. Clothing styles do not trickle down but appear at all

price points at approximately the same time. Mass communications and popular media support

the existence of this theory, providing pictures and details about new styles, as does the modern

retail world. Many designers show similar styles in a variety of lines, ranging from high-end

designer clothing to lower-end affordable pieces. Once a design appears on the runway, a

variety of companies produce similar garments, allowing widespread access to fashion. From

the 1960's shift dress to the shoulder pads of the 1980's, these garments were available in

discount, department and designer stores at approximately the same time.

Trickle-Up Theory

The trickle-up theory of fashion adoption reflects changing styles and practices in fashion.

According to the theory, styles may begin with youth or street fashion and move progressively

up the fashion ladder until they are favored and worn by older and wealthier consumers. Coco

Chanel was the first to adopt this theory when she integrated military fabrics and attire into

fashion following World War II. The classic T-shirt began as an undergarment in the working

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 classes and is now a fundamental piece of the everyday wardrobe. Once the styles have been

adopted by more traditional consumers, the street or youth culture may adopt a new style.

The Populist Model

While the three primary theories of fashion adoption largely apply to socioeconomic levels,

the populist model, conceived by anthropologist Ted Polhemus in his 1994 book "Street style,"

identifies social groups, rather than classes, as a source for fashion inspiration. A social group,

such as punks in 1970's London, for instance, may adopt a distinctive style and appearance

shared throughout the group. The style serves to unify the group and identify individuals within

the group, but is often unrelated to trends outside of the group. Individuals adopt the style to

become and remain an identifiable member of that particular social group.

3.11 Variables of this research

CBB= Consumer Buying Behavior (Dependent Variable)

NFA=New Fashion Adoption (Independent Variable)

CB= Clothing Brands (Control Variable)

PT= Personality Traits (Extraneous Variable)

P= Prices (Moderator Variable)

Whereas,

Y=a+bx

CBB=NFA+CB+PT+P

In this research researcher used five types of variables these variables are Consumer Buying

Behavior which is a dependent variable as it completely depends on other variables where New

Fashion Adoption is an independent variable as consumer buying behavior depends on it moreover

the Clothing Brands in this research are control variable because it controls the both dependent

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and independent variable where personality traits are extraneous variable because it directly or

indirectly leaves impact on dependent variable and prices are moderating variable because it shows

the relationship between dependent and independent variable.

3.12 Definition of Terms

Consumer Buying Behavior

Consumer buying behavior is the sum total of a consumer's attitudes, preferences, intentions, and

decisions regarding the consumer's behavior in the marketplace when purchasing a product or

service. The study of consumer behavior draws upon social science disciplines of anthropology,

psychology, sociology, and economics.

Personality Traits

An individual’s behavior towards others, attitude, characteristics, mindset make his personality.

Personality development is defined as a process of enhancing one’s personality. Personality

development sessions guide an individual as to how he/she can develop his/her personality.

Brand Loyalty

Brand loyalty is a pattern of consumer behavior where consumers become committed

to brands and make repeat purchases from the same brands over time.

Loyal customers consistently purchase products from their preferred brands, regardless of

convenience or price. Companies often use different marketing strategies to cultivate loyal

customer, including loyalty programs (i.e. rewards programs) or trials and incentives (such as

samples and free gifts).

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3.13 Ethical Considerations

For this research following are the considerations that researcher keep in view while studying

researcher make sure that the personal data of institution and the person who help the researcher

to attempt the result remains confidential. Moreover, the researcher makes sure that no one dignity

got hurt due to this study and researcher used own data and haven’t used others for the sake of this

research.

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 4 Chapter Data Analysis

4.1 Questioner Analysis

Q1: Do you think that fashion matters in clothing?

Fashion Matters Frequency Percentage

Yes 97 97%

No 3 3%

Total 100 100%

Fashion Matters

Yes No

Interpretation: When researcher ask the different consumers of different brands whose outlets are

available in Sialkot we ask them that fashion matters to them or not then 97% out of 100%

consumers said fashion matters to them where other 3% said fashion doesn’t matter to them in the

above table we have shown the frequency and percentage of Yes and No.

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Q2: Does new fashion influence your buying behavior?

Influence Buying Behavior Frequency Percentage

Yes 89 89%

No 11 11%

Total 100 100%

Influence Buying Behavior

No

Yes

0% 20% 40% 60% 80% 100%

Interpretation: When researcher ask consumers that new fashion influence their buying behavior

or not then large number of people said that the fashion adoption influence their buying behavior

where few of them said that it doesn’t matter as you can see in above table that 89% out of 100%

people said that new fashion adoption influence their buying behavior where other 11% said new

fashion adoption doesn’t affect their buying behavior.

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Q3: Do you like to follow the new fashion in clothing?

Follow new Fashion Frequency Percentage

Yes 91 91%

No 9 9%

Total 100 100%

Follow Fashion

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Yes No

Interpretation: When researcher ask people that do u follow new fashion in clothing then 91% of

people said yes that they follow new fashion in clothing whereas the other 9% said they do not

follow the fashion in clothing. In the above table the frequency and the percentage of the fashion

follower is shown where the chart is showing information statistically.

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Q4: Do you follow fashion as a status symbol?

Follow Fashion as status

Frequency Percentage
symbol

Yes 66 66%

No 34 34%

Total 100 100%

Follow Fashion as status symbol

80

60

40

20

0
Yes

No

Interpretation: When researcher ask consumers that do you follow fashion as status symbol then

more than half of people said that they follow fashion as status symbol as you can see in above

table that 66% out of 100% people said that they follow fashion as status symbol where other 33%

said no they don’t follow fashion as status symbol.

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Q5: Do you find fashion clothing as a status symbol?

Find fashion a status symbol Frequency Percentage

Yes 76 76%

No 24 24%

Total 100 100%

Find fashion a status symbol

Yes No

Interpretation: When researcher ask consumers that do you find fashion as status symbol then more

than half of people said that they find fashion as status symbol as you can see in above table that

76% out of 100% people said that they find fashion as status symbol where other 24% said no they

don’t find fashion as status symbol.

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Q6: Have you faced a rapid change in fashion?

Faced rapid change Frequency Percentage

77 77%
Yes

23 23%
No

100 100%
Total

Faced Rapid Change

Yes No

Interpretation: When researcher ask people that do u find rapid change in fashion clothing then

77% of people said yes that they find rapid change in fashion clothing whereas the other 23% said

they do not find rapid change in fashion clothing. In the above table the frequency and the

percentage of the fashion change is shown where the chart is showing information statistically.

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Q7: Before going on shopping do you have idea about latest trends?

Know latest trends Frequency Percentage

Yes 86 86%

No 14 14%

Total 100 100%

Know latest trends

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Yes No
Know latest trends

Interpretation: When researcher ask the different consumers of different brands whose outlets are

available in Sialkot we ask them that do you have idea of latest trends before going on shopping

86% out of 100% consumers said they have idea about new trends where other 14% said that they

have no idea about new trends in the above table we have shown the frequency and percentage of

Yes and No.

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Q8: Is fashion being important in determining the consumer intention to buy?

Fashion important in….. Frequency Percentage

Yes 70 70%

No 30 30%

Total 100 100%

Fashion important in…..

Yes No

Interpretation: When researcher ask people then 70% of people said yes that fashion is important

in determining the consumer intention to buy whereas the other 30% said fashion isn’t important

in determining the consumer intention to buy. In the above table the frequency and the percentage

of the fashion importance is shown where the chart is showing information statistically.

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Q9: Do you think that following the new fashion trend helps to attract more customers?

Helps to attract….. Frequency Percentage

Yes 81 81%

No 19 19%

Total 100 100%

Helps to attract…..

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Yes No

Interpretation: When researcher ask people that do you think that following the new fashion trend

helps to attract more customers than 81% of people said yes that new fashion trend helps to attract

more customers whereas the other 19% said new fashion trend don’t help to attract more customers.

In the above table the frequency and the percentage of the fashion trend help is shown where the

chart is showing information statistically.

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Q10: Do the personality traits influence the buying behavior?

Personality traits…. Frequency Percentage

Yes 66 66%

No 34 34%

Total 100 100%

Personality Traits..

No

Yes

Yes No

Interpretation: When researcher ask the different consumers of different brands whose outlets are

available in Sialkot we ask them that the personality traits influence the buying behavior than 66%

out of 100% said the personality traits influence the buying behavior where other 33% said that

the personality traits don’t influence the buying behavior in the above table we have shown the

frequency and percentage of Yes and No.

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Q11: Does fashion in clothing and its expectation varies from person to person?

Expectations Varies Frequency Percentage

Yes 74 74%

No 26 26%

Total 100 100%

Expectations Vary

No

Yes

0% 10% 20% 30% 40% 50% 60% 70% 80%

Expectations Vary

Interpretation: When researcher ask the different consumers of different brands whose outlets are

available in Sialkot we ask them that fashion in clothing and its expectation varies from person to

person than 74% out of 100% said the personality traits influence the buying behavior where other

26% said no.

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Q12: Before going for shopping have, you idealize the self-image about what you are going to

buy?

Idealized Frequency Percentage

Yes 73 73%

No 27 27%

Total 100 100%

Idealized

Yes No

Interpretation: When researcher ask the different consumers of different brands whose outlets are

available in Sialkot we ask them that before going for shopping have, you idealize the self-image

about what you are going to buy than 73% out of 100% before going for shopping they have,

idealize the self-image about what you are going to buy where other 27% said no.

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Q13: Is there too much change in real versus ideal self-image fashion clothing?

Change Frequency Percentage

Yes 78 78%

No 22 22%

Total 100 100%

CHANGE

80%

60%

40%

20%

0%
Yes No

Interpretation: When researcher ask the different consumers of different brands whose outlets are

available in Sialkot we ask them that is there too much change in real versus ideal self-image

fashion clothing than 78% out of 100% there is too much change in real versus ideal self-image

fashion clothing where other 22% said no.

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Q14: Does new fashion leave a greater impact on our clothing brands?

Leaves greater impact Frequency Percentage

Yes 82 82%

No 18 18%

Total 100 100%

Leave greater impact

Yes No

Interpretation: When researcher ask the different consumers of different brands whose outlets are

available in Sialkot we ask them that does new fashion leave a greater impact on our clothing

brands than 82% out of 100% new fashion leave a greater impact on our clothing brands where

other 18% said no.

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Q15: Is there any risk is involved for non-adoption of fashion in clothing brands?

Risk Involved Frequency Percentage

Yes 79 79%

No 21 21%

Total 100 100%

Risk Involved
90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Yes No

Interpretation: When researcher ask people that is there any risk is involved for non-adoption of

fashion than 79% of people said yes that risk is involved for non-adoption of fashion in clothing

brands whereas the other 21% said there isn’t any risk is involved for non-adoption of fashion in

clothing brands. In the above table the frequency and the percentage of the fashion follower is

shown where the chart is showing information statistically.

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Q16: Have you ever got disappointed about new fashion trends?

Got Disappointed Frequency Percentage

Yes 70 70%

No 30 30%

Total 100 100%

DISAPPOINTED

No

Yes

Interpretation: When researcher ask people that have you ever got disappointed about new fashion

trends than 70% of people said yes that have got disappointed about new fashion trends whereas

the other 30% said haven’t got disappointed about new fashion trends. In the above table the

frequency and the percentage of the fashion follower is shown where the chart is showing

information statistically.

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Q17: Do you think that Pakistani clothing brands are following new fashion trends?

Follows Frequency Percentage

Yes 86 86%

No 14 14%

Total 100 100%

Follow
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Yes No

Interpretation: When researcher ask consumers that do you think that Pakistani clothing brands are

following new fashion trends then large number of people said that Pakistani clothing brands are

following new fashion trends where few of them said that they aren’t as you can see in above table

that 86% out of 100% people said that new fashion adoption influence their buying behavior where

other 14% said no.

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Q18: Do you think that brands good will plays vital role in promoting new fashion adaption?

Play vital role Frequency Percentage

Yes 90 90%

No 10 10%

Total 100 100%

PLAYS ROLE

No

yes

Interpretation: When researcher ask consumers that do you think that brands good will plays vital

role in promoting new fashion adaption then large number of people that brands good will plays

vital role in promoting new fashion adaption where few of them said that no as you can see in

above table that 90% out of 100% people said that brands good will plays vital role in promoting

new fashion adaption where other 10% said no.

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Q19: Do you think that new fashion adoption matter more as compare to brand loyalty?

Matter More Frequency Percentage

Yes 78 78%

No 22 22%

Total 100 100%

Matter More

Yes No

Interpretation: When researcher ask consumers that do you think that do you think that new fashion

adoption matter more as compare to brand loyalty then large number of people said that new

fashion adoption matter more as compare to brand loyalty where few of them said no as you can

see in above table that 78% out of 100% people said that new fashion adoption matter more as

compare to brand loyalty where other 22% said no.

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Q20: Is it true that new fashion adoption leaves a greater impact on consumer buying behavior in

clothing brands?

Leave great Impact Frequency Percentage

Yes 90 90%

No 10 10%

Total 100 100%

Leave Impact
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Yes No

Interpretation: When researcher ask consumers that is it true that new fashion adoption leaves a

greater impact on consumer buying behavior in clothing brands then large number of people said

that it is true that new fashion adoption leaves a greater impact on consumer buying behavior in

clothing brands where few of them said no as you can see in above table that 86% out of 100%

people said yes where other 14% said no.

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4.2 Margin of Error

Population=25000

Sample Size=200

Confidence Interval=95%

Margin of Error= tα/2.df. S/√n

So Margin of Error according to 95% confidence interval is: 7

4.3 Objective Interpretation

Objective 1: To understand the purchasing and consumption behavior of individuals.

By studying the objectives of study we have got findings about 1st objective that the 90% people

are fashion followers and somehow directly and indirectly fashion leaves great impact on the

purchasing and consumption behavior only 10% people said that it doesn’t impacts on them

weather they adopt new fashion or not.

Objective 2: To learn that how different aspects of personality traits influence consumer behavior.

When we ask people that different personality traits influence their buying behavior or not then

66% people in population said that different personality traits influence the buying behavior of an

individual where the other 34% said that personality traits don’t influence their buying behavior at

all.

Objective 3: To do comparative study on relative effects of real versus ideal self-image on fashion

or dressing.

When we try to study on relative effects of real versus ideal self-image on fashion than 78% people

said it badly affects because there is too much change in real versus ideal self-image were the other

22% person said that it doesn’t affect because they never idealize the self-image.

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Objective 4: To explore the risk, involve about the non-adoption of new fashion

During the study we also explored the risk of non-adoption of fashion and in this 79% out of 100%

said there is a risk involved about the non-adoption of fashion where the other 21% said they

follows the fashion and ignores all other factors.

4.4 Testing Hypothesis

Testing H1 and H2:

New fashion adoption affects consumer buying behavior or not

Factors Yes No Total RM
Fashion Matters 91 9 100
Fashion a Status Symbol 66 34 100
Total CM 157 43 200
Z-testing

Proportion of individuals from sample population 1 whose consumer buying behavior affects from

the new fashion adoption because fashion matters to them is 91 and whose behavior doesn’t get

affect 9 where total number of individuals in sample population is 100 whereas in proportion of

individuals from sample population 2 whose consumer behavior got affected because they follow

fashion as status symbol is 66 and whose behavior doesn’t got affect is 34 where total sample

population is 100. So, at 0.05 significance level and two-tailed hypothesis the z score is 4.303 the

p-value is 0 the results are significant at p <0.05. The proportion of Yes responses for Observation

1 is 0.91. The proportion for Observation 2 is 0.66 where the proportion of No responses for

Observation 1 is 0.9 and for Observation 2 is 0.34.

Hence; H1 is accepted that new fashion adoption affect consumer buying behavior and H2 is

rejected.

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Testing H3 and H4:

Personality traits influence consumer buying behavior or not

Factors Yes No Total RM
Rapid Changes 77 23 100
Fashion attracts 81 19 100
Total CM 158 42 200
Z-testing:

Proportion of individuals from sample population 1 that says personality traits influence consumer

buying behavior due rapid change in fashion is 77 and 23 says consumer buying behavior doesn’t

get affect where the total number of individuals in population is 100. Proportion of individuals

from sample Population 2 that says personality traits influence their consumer buying behavior

due to fashion attracts them are 81 and 19 says it doesn’t affect where the total number of

individuals in population is 100. So, at 0.05 significance level and two tailed hypotheses the Z-

Score is -0.6944. The p-value is 0.4902. The result is not significant at p <0.05. The proportion of

Yes responses for Observation 1 is 0.77 and No responses is 0.23 where The proportion of Yes

responses for Observation 2 is 0.81 and for No responses 0.19 which shows the personality traits

influence but not on the greater level.

Hence;

H3 is accepted because personality traits influence buying behavior.

H4 is rejected because H3 is accepted.

Testing the H5 and H6:

Real Versus Ideal image affects buying behavior or not

Factors Yes No Total RM
Idealized Self-image 73 27 100
Too much difference in both 78 22 100
Total CM 151 49 200

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Z-testing:

Proportion of individuals from sample population 1 that says real versus ideal image affects

consumer buying behavior due to people idealized self-image before shopping is 73 and 27 says

consumer buying behavior doesn’t get affect where the total number of individuals in population

is 100. Proportion of individuals from sample Population 2 that says real versus ideal image affects

due too much difference in both are 78 and 22 says it doesn’t affect where the total number of

individuals in population is 100. So, at 0.05 significance level and two tailed hypotheses the Z-

Score is -0.8221. The p-value is 0.41222. The result is not significant at p <0.05. The proportion

of Yes responses for Observation 1 is 0.73 and No responses is 0.27 where The proportion of Yes

responses for Observation 2 is 0.78 and for No responses 0.22 which shows that real versus ideal

self-image affects buying behavior but not on the greater level.

Hence;

H5 is accepted because real versus ideal self-image affects buying behavior.

H6 is rejected because H5 is accepted.

Testing H7 and H8:

Risk of non-adoption of fashion involved or not

Factors Yes No Total RM
Fashion holds great impact 82 18 100
Disappointment 70 30 100
Total CM 152 48 200
Z-testing:

Proportion of individuals from sample population 1 who says there is risk involved of non-

adoption of new fashion because fashion holds great impact for them is 82 and whose risk doesn’t

involve 18 where total number of individuals in sample population is 100 whereas in proportion

of individuals from sample population 2 who says there is risk involved of non-adoption of new

fashion because of disappointment about new fashion is 70 and whose behavior doesn’t got

44
disappointed is 30 where total sample population is 100. So, at 0.05 significance level and two-

tailed hypothesis the z score is 1.9868 the p-value is 0.0466 the results are significant at p <0.05.

The proportion of Yes responses for Observation 1 is 0.82. The proportion for Observation 2 is

0.70 where the proportion of No responses for Observation 1 is 0.18 and for Observation 2 is 0.30.

Hence;

H7 is accepted because risk of non-adoption of new fashion is involved.

H8 is rejected because H7 is accepted.

4.5 Summary of Findings

After analyzing data, we have come to the point a new fashion adoption leaves a positive impact

on consumer behavior everyone just loves to follow the new fashion just few impacts affect

negatively and these affects are:

Religious Perspective

Income Level

Personal Preferences

Societal Perspective

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 5 Chapter Discussion or Summary

5.1 Conclusion

The conclusion of this study is drawn that every person in our society loves to follow the new

fashion trends as everyone wants show themselves as a fashionista so new fashion adoption leaves

greater impact on consumer buying behavior only few people said that new fashion adoption leaves

a negative impact too which involved price factor, religious perspective and many other.

Moreover, we have got the results of our objectives of study in this we have studied the purchasing

and consumption behavior of individual we have also studied that how different personality traits

influence buying behavior this study also helped us to study relative impacts of real versus ideal

self-image on fashion and we have also studied that how the risk is involved about non-adoption

of fashion.

5.2 Suggestions

Researcher suggestion towards this study is that every brand needs to follow the new fashion trends

because everyone wants something new a little bit change and now in this modern era only change

is constant and people who are following keep in view those impacts which leaves negative impact.

5.3 Contribution

The contribution of researcher in this study is for the very first time someone studied the clothing

industry of Sialkot many researchers have studied it but not in Sialkot so it covers the study gap

which is the contribution by researcher which will help other to study this field and overcome

many problems in future.

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5.4 Future Work

With the help of this research the new researcher can research on various topics in this field or

other for e.g. the can study the impacts of new fashion adoption on clothing brands or they can

study the same topic on shoe industry or they can apply this research on other cities of Pakistan

too.

47
 References

Last Name, F. M. (Year). Article Title. Journal Title, Pages From - To.

Last Name, F. M. (Year). Book Title. City Name: Publisher Name.

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