A Study on Women Consumers’ Religious, Cultural, Social Values, and their Purchase Intention towards Fashion Apparel Brands in Kerala, India

Consumers’ purchases are strongly influenced by cultural, social, personal and psychological characteristics. Shifts in the values, consumer preferences, and purchase intentions towards fashion apparel brands is arguably the most critical issue faced by the marketing managers today. The results indicate that there is a significant difference between socio-economic characteristics of women consumers of fashion apparel brands and religious values and there is a significant difference between socio-economic characteristics of women consumers of fashion apparel brands and cultural values. Besides, there is a significant difference between socio-economic characteristics of women consumers of fashion apparel brands and social values. The correlation analysis shows that religious values, cultural values and social values are moderately and positively associated with purchase intention of women consumers towards fashion apparel brands. Often the religious, social and cultural values overpower the economic risks associated with purchasing fashion apparel. In addition, the work-culture and family and peer environment also develop inclination for fashion apparel among women consumers. Hence, manufacturers of fashion apparel brands focus their advertisements and promotions on building socio-cultural values of the apparel brands/products.