The influences of consumer innovativeness and consumer evaluation attributes in the purchase of fashionable ethnic wear in India |
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Authors: | Somnath Chakrabarti Rajat K. Baisya |
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Affiliation: | 1. Institute of Management Technology (IMT), Ghaziabad, India;2. Department of Management Studies, IIT Delhi, India |
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Abstract: | This paper highlights the consumer motivations for purchase of an innovative product like fashionable ethnic wear in India. It attempts to combine consumer innovativeness constructs and consumer evaluation attributes to understand buying behaviour in fashionable ethnic wear through a consumer survey. It confirms the relationship between product usage (the number of brands bought) and ethnic wear domain‐specific innovativeness. It also explores the correlations among different dimensions of consumer innovativeness like domain‐specific innovativeness, optimum stimulation level and consumers' need for uniqueness constructs. It shows the difference in importance attached to the chosen consumer innovativeness constructs and consumer evaluation attributes by buyers and non‐buyers in the purchase process. |
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Keywords: | Domain‐specific innovativeness optimum stimulation level opinion leadership consumer evaluation attributes fashionable clothing |
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