International Journal of Education and Management Studies

Saloni ¹, Neelam M. Rose ²

Affiliations
1 Singhania University, Pacheri Bari, Jhunjhunu, Rajasthan, IN
2 College of Home Science, CCS HAU, Hisar, IN

Abstract

Clothing is an important area of personal satisfaction. Fashion reflects the ever changing culture. 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 assess influence of trade globalisation on fashion adoption and purchasing practices of women of Haryana. The study concluded that majority that foreign branded cosmetics were preferred by the maximum number of working women whereas these were used by comparatively less number of non-working women. Foreign branded purses were preferred by working and non-working women. Respondents' opinion regarding imported goods it is observed that majority of the working and non-working women experienced increase in availability of the imported goods. Views of the respondents regarding the change experienced in type/quantity/variety of clothing items after 2000 says that large number of working women felt change in type/quantity/variety of cosmetics followed by cardigans and shoes and sandals whereas 80 percent non-working women experienced change in type/quality/variety of cosmetics and slips followed by tops, shoes and sandals. The response for improvement in quality and variety of different items was positive by more than 50 percent of working and non-working women. Reasons for preference of imported garments over Indian garments by the respondents it is clear from the results that 'better quality' of the imported garments was the most important reason for preferring those to Indian garments followed by 'better style' by the non-working women and 'don't easily become common' by the working women. Other reasons for preferring imported garments were better fitting, symbol of status and economical.

Keywords

Globalization Impact, Fashion Adoption

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Saloni ¹, Neelam M. Rose ²

Affiliations
1 Singhania University, Pacheri Bari, Jhunjhunu, Rajasthan, IN
2 College of Home Science, CCSHAU, Hisar, IN

Abstract

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.

Keywords

Fashion Adoption Behavior, Women

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