A STUDY OF ADOPTION OF FASHION AMONG COLLEGE

YOUTHS

BY- BHATT NEHA(PGDMM)

SEAT NO- 01GUIDED BY- SHRI KALPESH SHAH

CONTENTS OF THE STUDY

INTRODUCTION

WHAT IS FASHION?

WHO IS YOUTH?

ANAYLSIS & CONCLUSIONS OF STUDY

INTRODUCTION

• The Study mainly focuses on how the fashion is adopted by youths.

• It discuss about spending pattern of

youth on each fashion variables.

• Factors influencing them most for buying a particular fashion variable & its reasons.

What is Fashion…??

• Fashion broadly includes

ClothingMusic & Entertainment

Gems & JewelleryAccessoriesPersonal Wellness Fantasizing

WHO IS YOUTH….??

ANALYSIS & CONCLUSIONS

16%

16%

10% 4%

15%

39%Commerce

BBA

Fine Arts

Home Science

Science &Tech

Arts

Target Sample

The study has been carried out with total 105 student respondents with 60% target of female students and 40% male respondents

40%60% Male

Female

FAMILY INCOME OF RESPONDENTS

05

1015

202530

< 50

00

5000

to 1

0000

1000

0 to

150

00

1500

0 to

200

00

>200

00

The line in green shows family income of total female targeted while line in red shows family income of males

It has also been observed whether students are earning full time or part time and results convey that 49% of males and 22% of females are working

• They get pocket money on an average below Rs 1500/- but believes in spending lavishly on their desires & wants

Monthly Spending of Youths of M.S.U

0

10

20

30

40

50

60

70

80

90

< 1500 1500 to 2000 2000 to 2500 > 2500

Income of Individuals

Month

ly Sp

endin

g in P

ercen

tage Male

Female

As shown here is the monthly spending of the youth in MSU. Also it has been observed females indulge into bargaining activity (71%) while males relatively less (61%) thus as pocket money is limited; to maintain the standard in the society and adapt to fashion they indulge themselves into excessive Bargaining Activity

Criteria of Youths for Buying

Males buy fashion products to look unique & different from others while females buy such items just to look stylish ,more appealing and trendy

Mostly they prefer buying with their friends to have better Choice set as preferred by own self

Lastly most of the youth buy regularly (both male/ female 43%) and also do shop at special occasions.

FACTORS INFLUENCING IN BUYING

24%

31%

30%

24%

24%

26%

24%

25%

0% 10% 20% 30% 40%

CelebrityEndorsement

PastExperience

Advice ofFamily

Inspired byFriends

FEMALE

MALE

FROM WHERE DO THEY BUY

0%

5%

10%

15%

20%

25%

30%

35%

Male Female

Mangal Bazaar &CityShowrooms

Wills Lifestyle

Vododara Central

Pantaloons

Seven Seas

More

MOST PREFFERD BRANDS OF M.S.U YOUTHS

Male youths are 68% Brand Conscious & prefer

OutlawLeeBare DenimJohn PlayersDieselAllen SollyZod

Also apart from this Rank 1st Peter England ,2nd Wills & 3rd Provogue

Female Brand Preference

Female youths are 59% brand conscious & prefer

Lee CooperLevisJealousPepeWestside Outfits

Also apart from this they Rank 1st Baroda Prints ,2nd Wills & 3rd Garden

Key Influences for Movies Tempting Youth

0%

5%

10%

15%

20%

25%

30%

CelebrityPower

MovieReview

StorySelection

MovieTrailers

Just forFun

Key Influencers for Movies

Rat

io o

f M

ale

& F

emal

e

Male

Female

CELEBRITY PREFERENCE OF YOUTHS

Salman Khan

Akshay Kumar

Hrithik Roshan

Shahid Kapoor

Sanjay Dutt

Katrina Kaif

John Abraham

Saif Ali Khan

Preity Zinta

Tom Criuze

Harrison Ford

YOUTH RANKING TOWARDS CELEBRITY

0% 10% 20% 30% 40% 50%

Amitabh Bacchan

Shahrukh Khan

Aamir Khan

Ashwariya Rai

Kareena Kapoor

Kajol

RANK IN PERCENT

FEMALE

MALE

CONCLUSIONRank

Clothing 1st

Accessories 4th

Music & entertainment

3rd

Eating Out 2nd

Cosmetics 5th

Clothing 1st

Accessories 4th

Music & entertainment 3rd

Eating Out 2nd

Cosmetics 5th

BEHAVIORAL DIFFERENCE OBSERVED WITHIN DIFFERENT FACULTIES

0

10

20

30

40

50

60

70

80

90

BB

A

FIN

E A

RT

S &

HO

ME

SC

I

CO

MM

ER

CE

AR

TS

SC

IEN

CE

&T

EC

HN

OL

OG

Y

FASHION INNOVATORS

FASHIONCOMMUNICATORS

FASHION OPINIONLEADERS

FASHION FOLLOWERS