Adoption of clothing fashions by college women

Abstract

This thesis was undertaken toward developing a better understanding of the processes by which college women adopt fashion apparel. The main objectives of the study were to identify and profile the innovator and also to determine the adoption process by a multiple regression equation.A random sample of 250 undergraduate women was drawn from tae 3all state university campus. -Data were collected on a questionnaire by personal interview. The questionnaire was divided into the following sections: (1) 6ocio-economic information, (2) Activities, (3) Information sources, (4) Adoption, (5) Purchasing (6) psychographics.The findings indicated that psychological characteristics are the major variables that differentiate the innovator from all other consumers. From a set of 3S study variables, a regression equation containing eight significant variables was able to explain 35 percent of the variation in the percentage of fashion apparel adopted by college women.