PRODUCT- Apparels
There lies a huge difference in terms of attitude towards apparels between us and our elders.
In terms of the three components of attitude we can see the difference as follows:
Present Generation
Cognitive attitude: Clothes describe what you are and your personality
Affective attitude: Feeling of relation and pride in what you wear
Conative attitude: Mostly impulse purchasing on what appeals at that moment
Elder Generation
Cognitive attitude: Clothes reflect your culture and family background
Affective attitude: Feeling of abiding by the law
Conative attitude: Mostly planned purchases with consideration about family and virtues.
‘Apparels’ has been one product category where there have been consistent rifes generations after generations with each age group feeling more independent than before. While the present generation is freer to express its opinions, exercise its choice and display its internal feelings, our elders thrive from an era of compliant attitude and acceptance in such a society required apparels well conforming to the age old traditions and regional attires.
The relationship between consumers’ perceptions of certain apparel items and human behaviour can be explained through characteristics of society. Society largely impacts the way in which consumers behave towards evaluating, purchasing, and using products. Present India is progressively moving towards a consumer society where individual identity is related to consumption, so that consumers’ judgments of themselves and others are related to the lifestyle that is created by consumption activities. Clothing is one of the most noticeable aspects of adolescent culture and is an important means by which individual adolescents express their ide ...