“A Survey Of Teenagers’ Apparel Purchase Behavior: Fashion Apparels,Promotion,Reference Group And Body Cathexis”

Abstract

The paper examines the teenagers’ behavior in reference to fashion apparel purchase intentions and fashion marketing strategies in Lucknow with survey among700 teenagers regarding their attitudes toward apparels purchase. The paper first uses both exploratory and confirmatory factor analysis to examine the factor structure and psychometric properties of these items. Structural Equation Modeling (SEM) using AMOS version 16 was utilized for model testing and to verify the four dimensions of teenager’s apparels purchase intentions. Confirmatory factor analyses successfully validated the items used to measure four dimensions of teenagers buying intentions namely fashion apparels, in-store promotions, reference group and body cathexis. This study wilt help the marketers to understand the teenagers’ apparels buying behavior and help them to make their marketing strategies accordingly.