Abstract
Understanding consumer purchase behaviour is imperative to success in contemporary marketing. When it comes to purchase of fashion apparels, consumer involvement plays an important role. Bollywood fashion is the also an influential factor behind the latest trends. The purpose of this study is to examine the impact of consumer involvement and Bollywood on the purchase of fashion apparels. A conceptual review of consumer involvement and impact of Bollywood on purchase of fashion apparels was done to get insights on the subject and which helped in framing the hypothesis. A questionnaire was designed for tapping product involvement, purchase decision involvement, consumption involvement and celebrity and Bollywood impact. Convenience sample of 200 respondents from Ajmer and Jaipur city was used. Descriptive statistics were assessed to examine the sociological variables including gender, age, etc. SPSS 15 for windows was employed for exploratory factor analysis. Findings indicate that consumers are much thoughtful while purchasing fashion apparels. Respondents who showed a stronger affiliation to movies and celebrity indicated a higher level of consumer involvement and resultant purchase of fashion apparels. However, self assessment also plays an important role.
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