Bollywood influence on clothing selection of Indian consumers

ABSTRACT

The purpose of this study was to examine the influence of Indian (Bollywood) movie engagement on fashion involvement and purchase behavior of Indian consumers who reside in India. Specifically, the study examined the influence of Bollywood movies on fashion purchases and personal appearance of Indian consumers. Survey data collected from 1,058 Indian adults via a convenience sample in a major city using the mall intercept technique found that stronger Bollywood engagement was significantly related to fashion involvement generally. More specifically, Bollywood engagement was found to influence clothing selection, clothing purchase, and hairstyles. The effect was stronger for male participants. In the crowded space for customer attention, findings from this study indicate that Bollywood movies can be a strong promotional vehicle to reach consumers beyond overt brand placement. The participants in this study found clothing style inspiration on the big screen as well as a way to satisfy cultural pressure to adhere to traditional dress while adopting the appearance and implied persona of a Western-influenced lifestyle.

KEYWORDS:

• Bollywood
• consumer behavior
• fashion involvement
• clothing selection
• Indian films

Disclosure statement

No potential conflict of interest was reported by the author(s).

Supplementary material

Supplemental data for this article can be accessed online at https://doi.org/10.1080/20932685.2023.2197919.

Notes

1. Not all of the variables on the survey are included in this manuscript.

2. Five statements for this variable were, measured on a 5-point Strongly Disagree/Agree scale, included: “I actively seek information and gossip about new Indian movies before their release”, “My friends and family ask me to recommend Indian movies”, I am considered an Indian movie “super-fan” or “buff” among my family and friends”, “I watch Indian movies in theaters”, and “I watch Indian movies as soon as they are released”.