Teenagers' Attitude Towards Luxury Apparel: Gender Perspective
Asif, S., & Kaushik, T.
Do teenage boys and girls really shop differently for branded clothing, or do we simply assume that they do? This study tests that assumption directly, examining how adolescents' demographics shape their buying decisions for branded apparel and how awareness, spending, and frequency compare across the genders in two major Indian cities.
Using a survey of 346 teenagers in Delhi and Gurgaon, the research applies chi-square analysis to examine decision-making for luxury brands with gender as its central lens. It looks at the factors behind purchase decisions and sets out to measure differences in awareness, buying frequency, and expenditure between male and female adolescents shopping for branded apparel across these two busy urban markets, where branded fashion is widely available.
The findings are striking for what they do not show: there is no difference between males and females in buying frequency, buying expenditure, or brand awareness for branded apparel. By challenging the expectation of sharp gender contrasts, the study offers a more evidence-based picture of adolescent luxury consumption for brands and marketers to act upon with some confidence.
Examining 346 teenagers in Delhi and Gurgaon through survey and chi-square analysis, this study tests whether gender shapes luxury apparel buying among adolescents. Its central finding overturns a common assumption: there is no difference between males and females in buying frequency, expenditure, or brand awareness, offering marketers a more evidence-based view of teenage luxury consumption.
- The study examines how adolescents' demographics influence their buying decisions for branded apparel, with a particular focus on comparing awareness, frequency, and spending between male and female teenagers.
- Using a survey of 346 teenagers in Delhi and Gurgaon, the research applies chi-square analysis to investigate decision-making for luxury brands, taking gender as the central basis for comparison.
- Contrary to common expectation, the results show no difference between male and female adolescents in buying frequency, buying expenditure, or brand awareness for branded apparel in the sample.
- By challenging assumptions of sharp gender contrasts in luxury buying, the study offers brands and marketers a more evidence-based understanding of how teenagers actually approach branded apparel.
Publication Details
Publisher
Asian Journal of Multidimensional ResearchAuthor
Asif, S., & Kaushik, T.
Year
2021
Type
Journal
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