IDEAS home Printed from https://ideas.repec.org/a/sae/vision/v26y2022i3p300-313.html

Factors Influencing Price Perception for Fashion: Study of Millennials in India

Author

Listed:
  • Nitin S. Wani

Abstract

Indians are culturally conditioned to be price sensitive, but do the Indian millennials hold similar price perception for fashion. This paper provides new insights into the price perception of Indian millennials for fashion and is the first to examine the influence of fashion involvement and personality traits viz., self-confidence and public self-consciousness with fashion innovativeness as a mediator and zodiac signs as a moderator on price perception with specific focus on price-quality schema of Indian millennials. A conclusive, descriptive and single cross-sectional research design was used to collect data from Indian millennials using a self-completion questionnaire. The model fit and hypothesized relationships between the variables were assessed using AMOS, a covariance-based structural equation modeling technique. The results indicate a statistically significant relationship between personality traits and price perception of Indian millennials for fashion. The mediating effect of fashion innovativeness was not found. The moderating effect of zodiac signs was observed. This study contributes to the understanding of the price perception of Indian millennials and brings to light a new dimension of the moderating role of zodiac signs. The results provide valuable inputs to the marketers in designing their marketing strategies.

Suggested Citation

  • Nitin S. Wani, 2022. "Factors Influencing Price Perception for Fashion: Study of Millennials in India," Vision, , vol. 26(3), pages 300-313, September.
    • Handle: RePEc:sae:vision:v:26:y:2022:i:3:p:300-313
    DOI: 10.1177/0972262920984856
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0972262920984856
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0972262920984856?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Andrée Marie López-Fernández, 2020. "Price sensitivity versus ethical consumption: a study of Millennial utilitarian consumer behavior," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(2), pages 57-68, June.
    2. Lau, Hei Tong & Lee, Richard, 2018. "Ethnic media advertising effectiveness, influences and implications," Australasian marketing journal, Elsevier, vol. 26(3), pages 216-220.
    3. Rezaei, Sajad, 2015. "Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 1-15.
    4. Kim, Kyung Hoon & Ko, Eunju & Xu, Bing & Han, Yoosun, 2012. "Increasing customer equity of luxury fashion brands through nurturing consumer attitude," Journal of Business Research, Elsevier, vol. 65(10), pages 1495-1499.
    5. Franziska Völckner & Julian Hofmann, 2007. "The price-perceived quality relationship: A meta-analytic review and assessment of its determinants," Marketing Letters, Springer, vol. 18(3), pages 181-196, September.
    6. Landie Qiu & David Cranage & Anna S Mattila, 2016. "How anchoring and self-confidence level influence perceived saving on tensile price claim framing," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 15(2), pages 138-152, April.
    7. Subhro Sarkar & Arpita Khare, 2017. "Moderating effect of price perception on factors affecting attitude towards online shopping," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(2), pages 68-80, June.
    8. Mehta, Ritu & Dixit, Gagan, 2016. "Consumer decision making styles in developed and developing markets: A cross-country comparison," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 202-208.
    9. Zhang, Bopeng & Kim, Jung-Hwan, 2013. "Luxury fashion consumption in China: Factors affecting attitude and purchase intent," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 68-79.
    10. Chia-Jung Chang, 2013. "Price or quality? The influence of fluency on the dual role of price," Marketing Letters, Springer, vol. 24(4), pages 369-380, December.
    11. Mara Cadinu & Andrea Carnaghi & Francesca Guizzo, 2020. "Group meaningfulness and the causal direction of influence between the ingroup and the self or another individual: Evidence from the Induction-Deduction Paradigm," PLOS ONE, Public Library of Science, vol. 15(3), pages 1-21, March.
    12. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    13. Bearden, William O & Hardesty, David M & Rose, Randall L, 2001. "Consumer Self-Confidence: Refinements in Conceptualization and Measurement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 121-134, June.
    14. Corinne Lamour & Catherine de la Robertie, 2016. "Prescribed consumption and consumers’ decision-making styles: A cross-cultural comparison between Europe and Asia," Post-Print hal-03968812, HAL.
    15. Julian Hofmann & Michel Clement & Franziska Völckner & Thorsten Hennig-Thurau, 2007. "The price-perceived quality relationship: A meta-analytic review and assessment of its determinants," Post-Print hal-02990424, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mukherjee, Shreya, 2025. "Factors impeding buy now, pay later (BNPL) adoption in India: A mixed-method approach," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Klein, Andreas & Sharma, Varinder M., 2022. "Consumer decision-making styles, involvement, and the intention to participate in online group buying," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Petruţa Petcu & Ana-Maria Nicolau, 2025. "Non-Negotiable Trust, Emotional Localism: A Qualitative Hierarchy of Cues for Organic Food in an Emerging EU Market," Agriculture, MDPI, vol. 15(19), pages 1-15, September.
    3. Jie Yang & Zeyu Wang & Chunming Xu & Di Wang, 2024. "The Competition Between Taxi Services and On-Demand Ride-Sharing Services: A Service Quality Perspective," Sustainability, MDPI, vol. 16(22), pages 1-25, November.
    4. Balabanis, George & Stathopoulou, Anastasia, 2021. "The price of social status desire and public self-consciousness in luxury consumption," Journal of Business Research, Elsevier, vol. 123(C), pages 463-475.
    5. Tristan Gagnon-Bartsch & Antonio Rosato, 2024. "Quality Is in the Eye of the Beholder: Taste Projection in Markets with Observational Learning," American Economic Review, American Economic Association, vol. 114(11), pages 3746-3787, November.
    6. Yi, Youjae & Gong, Taeshik, 2013. "Customer value co-creation behavior: Scale development and validation," Journal of Business Research, Elsevier, vol. 66(9), pages 1279-1284.
    7. Boccali, Filippo & Mariani, Marcello M. & Visani, Franco & Mora-Cruz, Alexandra, 2022. "Innovative value-based price assessment in data-rich environments: Leveraging online review analytics through Data Envelopment Analysis to empower managers and entrepreneurs," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    8. Anne O. Peschel & Michiel C. J. Bliemer & John Thøgersen, 2026. "True pricing – guiding consumers within a new pricing paradigm," Marketing Letters, Springer, vol. 37(1), pages 1-15, December.
    9. Abhishek Borah & Francesca Bonetti & Angelito Calma & José Martí-Parreño, 2023. "The Journal of the Academy of Marketing Science at 50: A historical analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 222-243, January.
    10. Anton, Ramona & Chenavaz, Régis Y. & Paraschiv, Corina, 2023. "Dynamic pricing, reference price, and price-quality relationship," Journal of Economic Dynamics and Control, Elsevier, vol. 146(C).
    11. Anne Corcos, 2023. "How nudges and marketing, frame time preference “for your own good”: a behavioral model," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 10(1), pages 1-9, December.
    12. Floyd, Kristopher & Freling, Ryan & Alhoqail, Saad & Cho, Hyun Young & Freling, Traci, 2014. "How Online Product Reviews Affect Retail Sales: A Meta-analysis," Journal of Retailing, Elsevier, vol. 90(2), pages 217-232.
    13. Tuğba Yeğin & Muhammad Ikram, 2022. "Developing a Sustainable Omnichannel Strategic Framework toward Circular Revolution: An Integrated Approach," Sustainability, MDPI, vol. 14(18), pages 1-25, September.
    14. Wang, Hao & Good, Valerie & Lim, Joon Ho, 2025. "Online retail formats and product sales performance: The moderating role of product characteristics," Journal of Business Research, Elsevier, vol. 198(C).
    15. Jyrki Isojärvi & Jaakko Aspara & Reza Movarrei, 2022. "Revisiting the paradox of whether retail buyers behave more like consumers or industrial purchasers: the case of price discounts," Marketing Letters, Springer, vol. 33(3), pages 499-521, September.
    16. Otterbring, Tobias, 2021. "Peer presence promotes popular choices: A “Spicy†field study on social influence and brand choice," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    17. Hardesty, David M. & Bearden, William O., 2004. "The use of expert judges in scale development: Implications for improving face validity of measures of unobservable constructs," Journal of Business Research, Elsevier, vol. 57(2), pages 98-107, February.
    18. Kjellberg, Hans & Sjögren, Ebba & Krafve, Linus Johansson, 2023. "The functions of known to be inaccurate prices in markets: A cross-country comparison of pharmaceutical list pricing," Journal of Business Research, Elsevier, vol. 167(C).
    19. Zheng, Dan & Chen, Yuxin & Zhang, Zhe & Che, Hai, 2022. "Retail price discount depth and perceived quality uncertainty," Journal of Retailing, Elsevier, vol. 98(3), pages 542-557.
    20. Siahtiri, Vida & Lee, Wai Jin (Thomas), 2019. "How do materialists choose prominent brands in emerging markets?," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 133-138.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:vision:v:26:y:2022:i:3:p:300-313. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.