Fashion adoption behaviour of women of Haryana

The present study conducted on working and non- working women of Haryana of four major cities. They were interviewed through a well structured questioner with objective in mind to study the motives governing fashion adoption and motives governing purchasing behaviour. The data calculated and analyzed s revealed that desire for attractive appearance was given the highest rank by both working and non-working women followed by desire for social success by working women and desire prosperous looks by non-working women. Desire for prestige was considered least important by all the respondents. Apprehensions experienced by the working and non-working women while wearing out dated clothing items data indicate that fears or worries like 'under estimation at the first impression' followed by 'estimation of lack of good tastes' were experienced by the respondents when wearing outdated clothing items. Worries related to 'estimation of lack of self respect' was least experienced by all the respondents. Opinion of the working and non-working women regarding impact of wearing out dated garments all the respondents feel self-conscious when wearing outdated clothes. 'Feel uncomfortable to move freely in a crowd' was given second rank by the working women corresponding to the second rank given to 'feel uneasy and odd' by non-working women. According to a least number of respondents the use of out dated clothes 'made no difference'. Preferences of the respondents for changing the style of dress due to copying by inferiors it was found that working and non-working changed the style of dress due to copying by inferiors.