Working and Non-Working Women: Fashion Involvement in Relation to Buying Behaviour

Abstract

In the present study an attempt has been made to find out the relationship of fashion involvement with two types of buying behaviour namely, compulsive and impulsive buying in working and non-working married women. Data were collected from married female participants of 25-60 years of age having at least one child. On the basis of monthly earning three groups were formed, namely, high salaried group (WWH), low salaried group (WWL) and housewife group (WWN) with monthly pocket money. Eighty participants were recruited in each group. Results indicate that in each of the three groups both compulsive and impulsive buying behaviours were positively correlated with fashion involvement. Also, participants of the three groups with high fashion involvement (HFI) were found to be significantly higher in compulsive buying as well as in impulsive buying than those with low fashion involvement (LFI).