Demographic characteristics and consumer decision-making styles: Do they impact fashion product involvement?

Figures & data

Table 1. Demographic characteristics of the respondents (N = 400)

Demographic variables	Frequency	%
Age groups Less than 20 21–30 31–40 > 40	45 166 78 111	11.3 41.5 19.5 27.8
Gender Female Male	266 134	66.5 33.5
Income Below 1000 1001–5000 5001–10000 10001–20000 More than 20,000	37 99 72 72 120	9.5 24.8 18.0 18.0 30.0
Education Undergraduate Bachelor degree Master’s level Doctorate degree	109 195 65 31	27.3 48.7 16.2 7.8

Table 2. Properties of measures (convergent validity and reliability)

Research Variables	Cronbach’s Alpha value	Items
Perfectionistic, High-Quality Conscious Consumer	0.705	8
Brand Conscious, “Price Equals Quality” Consumer	0.790	6
Novelty-Fashion Conscious Consumer	0.805	5
Recreational, Hedonistic Consumer	0.739	5
Price Conscious, “Value for Money”	0.677	3
Impulsive, Careless Consumer	0.724	5
Confused by Over choice Consumer	0.706	4
Habitual, Brand-Loyal Consumer	0.826	4
Product Involvement (Dependent variable)	0.695	5

Table 3. Description of research variables

Research Variables	Variable Name
(1) Consumer decision-Making Styles	Independent Variables
Perfectionistic, High-Quality Conscious Consumer	X1t
Brand Conscious, “Price Equals Quality” Consumer	X2t
Novelty-Fashion Conscious Consumer	X3t
Recreational, Hedonistic Consumer	X4t
Price Conscious, “Value for Money”	X5t
Impulsive, Careless Consumer	X6t
Confused by Over choice Consumer	X7t
Habitual, Brand-Loyal Consumer	X8t
(2) Fashion Product involvement	Dependent Variable
Product Involvement	Yt

Table 4. CDMS Correlation matrix

CDMS	X1t	X2t	X3t	X4t	X5t	X6t	X7t	X8t
X1t	1	0.137**	0.356**	0.408**	−0.009	−0.030	0.081	0.205**
X2t		1	0.618**	−0.015	0.413**	0.376**	0.531**	0.200**
X3t			1	0.293**	0.376**	0.252**	0.475**	0.212**
X4t				1	−0.132**	−0.038	−0.115*	−0.054
X5t					1	0.0226**	0.0441**	0.211**
X6t						1	0.364**	−0.056
X7t							1	0.183**
X8t								1

Note: **denotes significance at 0.01

*denotes significance at 0.05

Table 5. Pearson Correlations

Index	Independent Variables	Pearson correlation Coefficient
1	X1t	0.501**
2	X2t	0.436**
3	X3t	0.687**
4	X4t	0.514**
5	X5t	0.196**
6	X6t	0.199**
7	X7t	0.312**
8	X8t	0.188**

Table 6. Estimated model

Estimated Parameters
Parameter Test	Yt=−0.672+0.387X3t+0.339X4t+0.283X1t+0.191X2t
Model Test	F-ratio= 167.719**, d.f=(4,395), Sig= 0.000 P<0.01 R2= 62.9%, S.E.=0.479

Table 7. Fashion product involvement differences between age categories, gender, income and education

Fashion Product Involvement	Mean	St. deviation	CI for mean with 95%
Age Groups Less than 20 21–30 31–40 > 40	3.813 3.611 3.474 3.186	0.717 0.710 0.759 0.837	(3.598,4.029) (3.502,3.720) (3.303,3.645) (3.028,3.343)
F- Ratio = 10.116, df. = (3.396), Sig = 0.000 P < 0.01 Sig at 0.01
Gender Female Male	3.594 3.281	0.778 0.755	(3.500,3.688) (3.152,3.410)
T-value = 3.840, df = 398, sig = 0.000 (p < 0.01)
Income Below 1000 1001–5000 5001–10000 10001–20000 More than 20,000	3.697 3.628 3.706 3.356 3.260	0.740 0.653 0.678 0.865 0.835	(3.451,3.944) (3.498,3.759) (3.546,3.865) (3.152,3.559) (3.109, 3.411)
F- Ratio = 6.204, df = (4.395), Sig = 0.000 P < 0.01 Sig at 0.01
Education Undergraduate Bachelor degree Master’s level Doctorate degree	3.758 3.446 3.351 3.103	0.682 0.762 0.777 0.982	(3.628,3.887) (3.338,3.554) (3.158,3.545) (2.743,3.464)
F- Ratio = 8. 0574, df = (3.396), Sig = 0.000 P < 0.01 Sig at 0.01

Table 8. Consumer decision-making styles differences between age categories, gender, income, and education

Variables	Age				Gender
	Age Groups	Mean	St. deviation	CI for mean with 95%	Gender	Mean	St. deviation	CI for mean with 95%
Perfectionistic High-Quality Conscious Consumer	< 20	3.636	0.464	(3.497,3.775)	Female	3.7	0.563	(3.635,3.765)
	21 – 30	3.765	0.556	(3.680, 3.850)	Male	3.581	0.594	(3.480, 3.683)
	31 – 40	3.649	0.581	(3.518, 3.780)
	> 40	3.52	0.556	(3.416, 3.625)
	F- Ratio = 4.422, df= (3.396), Sig =0.005 P003C 0.01				T-value = 2.011, df =398, sig = 0.045 (P< 0.05)
Brand Conscious	< 20	3.237	0.673	(3.305,3.439)	Female	3.251	0.776	(3.157,3.344)
“Price Equals Quality” Consumer	21 – 30	3.415	0.778	(3.295, 3.534)	Male	3.345	0.773	(3.212, 3.477)
	31 – 40	3.25	0.783	(3.074, 3.427)
	> 40	3.125	0.779	(2.978, 3.271)
	F- Ratio = 3.297, df= (3.396), Sig =0.021 P003C 0.05				T-value = 1.144, df =398, sig = 0.253 (P> 0.05)
Variables	Age				Gender
	Age Groups	Mean	St. deviation	CI for mean with 95%	Gender	Mean	St. deviation	CI for mean with 95%
Novelty-Fashion Conscious Consumer	< 20	3.929	0.673	(3.727,4.131)	Female	3.798	0.795	(3.702,3.894)
	21 – 30	3.935	0.733	(3.823, 4.047)	Male	3.569	0.856	(3.422, 3.715
	31 – 40	3.646	0.724	(3.483, 3.809)
	> 40	3.369	0.938	(3.193,3.546)
	F- Ratio = 12.726, df= (3.396), Sig =0.000 P003C 0.01				T-value = 2.011, df =398, sig = 0.008 (P< 0.01)
Recreational, Hedonistic Consumer	< 20	3.316	0.761	(3.087,3.544)	Female	3.269	0.712	(3.183,3.355)
	21 – 30	3.154	0.758	(3.038, 3.270)	Male	2.843	0.684	(2.726, 2.960)
	31 – 40	3.169	0.635	(3.026, 3.313)
	> 40	2.978	0.719	(2.843,3.114)
	F- Ratio = 2.734, df= (3.396), Sig =0.043 P003C 0.05				T-value = 5.723, df =398, sig = 0.000 (P< 0.01)
Price Conscious, “Value for Money”	< 20	3.541	0.644	(3.341,3.740)	Female	3.637	0.743	(3.548, 3.725)
	21 – 30	3.735	0.724	(3.624, 3.846)	Male	3.669	0.755	(3.540, 3.798)
	31 – 40	3.671	0.81	(3.488, 3.854)
	> 40	3.544	0.734	(3.405, 3.682)
	F- Ratio = 1.850, df= (3.396), Sig =0.138 P> 0.05				T-value = 0.415, df =398, sig = 0.679 (P> 0.05)
Variables	Age				Gender
	Age Groups	Mean	St. deviation	CI for mean with 95%	Gender	Mean	St. deviation	CI for mean with 95%
Impulsive, Careless Consumer	< 20	2.898	0.537	(2.736,3.059)	Female	3.874	0.532	(2.809,2.938)
	21 – 30	2.986	0.477	(2.914, 3.060)	Male	2.863	0.485	(2.780, 2.946)
	31 – 40	2.844	0.522	(2.726, 2.961)
	> 40	2.703	0.519	(2.605,2.800)
	F- Ratio = 7.129, df= (3.396), Sig =0.000 P003C 0.01				T-value = 2.01, df =398, sig = 0.841 (P> 0.05)
Confused by Over choice Consumer	< 20	3.578	0.922	(3.301,3.855)	Female	3.494	0.852	(3.391,3.597)
	21 – 30	3.364	0.83	(3.516,3.770)	Male	3.461	0.794	(3.325, 3.597)
	31 – 40	3.462	0.732	(3.297, 3.027)
	> 40	3.221	0.809	(3.069,3.373)
	F- Ratio = 6.156, df= (3.396), Sig = 0.000 P003C 0.01				T-value = 0.380, d f=398, sig = 0.704 (P> 0.05)
Habitual, Brand-Loyal Consumer	< 20	3.406	0.613	(3.221,3590)	Female	3.543	0.642	(3.466, 3.621)
	21 – 30	3. 658	0.6	(3.516,3.750)	Male	3.595	0.601	(3.492,3.698)
	31 – 40	3.625	0.542	(3.503, 3747)
	> 40	3.432	0.703	(3.300,3.565)
	F- Ratio = 4.147, df= (3.396), Sig =0.007 P003C 0.01				T-value = 0.779, df =398, sig = 0.437 (P> 0.05)
Variables	Income				Education
	Income	Mean	St. deviation	CI for mean with 95%	Education	Mean	St. deviation	CI for mean with 95%
Perfectionistic High-Quality Conscious Consumer	< 1000	3.544	0.432	(3.400,3.688)	Undergraduate	3.701	0.509	(3.604,3.797)
	1001-5000	3.749	0.504	(3.648, 3.849)	Bachelor degree	3.673	0.576	(3.592, 3.755)
	5001-10000	3.658	0.531	(3.533, 3.783)	Master’s level Doctorate degree	3.614	0.534	(3.481, 3.746)
	10001-20000	3.658	0.631	(3.510, 3.806)		3.532	0.658	(3.291, 3.773)
	> 20000	3.625	0.602	(3.516, 3.734)
	F- Ratio = 1.144, df= (4.395), Sig =0.335 P> 0.05				F- Ratio = 0.919, df= (3.396), Sig =0.432 P> 0.05
Brand Conscious	< 1000	3.248	0.696	(3.016,3.480)	Undergraduate	3.494	0.708	(3.359,3.628)
“Price Equals Quality” Consumer	1001-5000	3.306	0.685	(3.170, 3.443)	Bachelor degree	3.221	0.804	(3.108, 3.335)
	5001-10000	3.442	0.854	(3.241, 3.643	Master’s level Doctorate degree	3.056	0.775	(2.864, 3.249)
	10001-20000	3.301	0.82	(3.108,3.494) (3.024,3.307)		3.393	0.646	(3.155, 3.630)
	> 20000	3.165	0.784
	F- Ratio = 1.510, df= (4.395), Sig =0.199 P> 0.05				F- Ratio = 5.236, df= (3.396), Sig =0.001 P003C 0.01
Variables	Income				Education
	Income	Mean	St. deviation	CI for mean with 95%	Education	Mean	St. deviation	CI for mean with 95%
Novelty-Fashion Conscious Consumer	< 1000	3.941	0.552	(3.575,4.124)	Undergraduate	4.086	0.651	(3.963,4.210)
	1001-5000	3.828	0.783	(3.672, 3.984)	Bachelor degree	3.656	0.809	(3.542, 3.771)
	5001-10000	3.919	0.754	(3.742, 4.097)	Master’s level Doctorate degree	3.48	0.837	(3.273, 3.688)
	10001-20000	3.703	0.895	(3.493,3.913)		3.348	0.974	(2.991,3.706)
	> 20000	3.457	0.855	(3.302,3.611)
	F- Ratio = 5.477, df= (4.395), Sig =0.000 P003C 0.01				F- Ratio = 12.566, df= (3.396), Sig =0.000 P003C 0.01
Recreational, Hedonistic Consumer	< 1000	3.173	0.716	(2.934,3.412)	Undergraduate	3.246	0.695	(3.114,3.378)
	1001-5000	3.313	0. 660	(3.181, 3.445	Bachelor degree	3.101	0.741	(2.996, 3.205)
	5001-10000	3.061	0.645	(2.910, 3.213)	Master’s level Doctorate degree	3.095	0.739	(2.912, 3.279)
	10001-20000	3.131	0.745	(2.956, 3.306)		2.936	0.734	(2.666,3.205)
	> 20000	2.995	0.802	(2.850,3.140)
	F- Ratio = 2.825, df= (4.395), Sig =0.025 P003C 0.05				F- Ratio = 1.812, df= (3.396), Sig =0.144 P> 0.05
Price Conscious, “Value for Money”	< 1000	3.586	0.59	(3.389,3.782)	Undergraduate	3.676	0.693	(3.544,3.807)
	1001-5000	3.65	0.744	(3.501, 3.789)	Bachelor degree	3.727	0.711	(3.626, 3.827)
	5001-10000	3.653	0.741	(3.479, 3.827)	Master’s level Doctorate degree	3.426	0.823	(3.222, 3.630)
	10001-20000	3.699	0.895	(3.489, 3.910)		3.516	0.82	(3.215, 3.817)
	> 20000	3.631	0.684	(3.507, 3.754)
	F- Ratio = 0.167, df= (4.395), Sig =0.955 P> 0.05				F- Ratio = 3.111, df= (3.396), Sig =0.026 P003C 0.05
Variables	Income				Education
	Income	Mean	St. deviation	CI for mean with 95%	Education	Mean	St. deviation	CI for mean with 95%
Impulsive, Careless Consumer	< 1000	3.076	0.395	(2.944,3.208)	Undergraduate	2.985	0.684	(2.893,3.078)
	1001-5000	2.897	0.507	(2.796, 2.998)	Bachelor degree	2.85	0.526	(2.776, 2.925)
	5001-10000	2.925	0.474	(2.814, 3.036)	Master’s level Doctorate degree	2.757	0.51	(2.630, 2.883)
	10001-20000	2.894	0.524	(2.771,2.836)		2.826	0.513	(2.638,3.014)
	> 20000	2.737	0.551	(2.637,2.836)
	F- Ratio = 3.884, df= (4.395), Sig =0.004 P003C 0.01				F- Ratio = 3.065, df= (3.396), Sig =0.028 P003C 0.05
Confused by Over choice Consumer	< 1000	3.757	0.715	(3.518,3.995)	Undergraduate	3.752	0.844	(2.592,3.913)
	1001-5000	3.553	0.819	(3.390,3.716)	Bachelor degree	3.415	0.838	(3.297,3.534)
	5001-10000	3.563	0.878	(3.356, 3.769)	Master’s level Doctorate degree	3.304	0.805	(3.105, 3.503)
	10001-20000	3.504	0.825	(3.310,3.697)		3.339	0.587	(3.124,3.554)
	> 20000	3.281	0.824	(3.132,3.430)
	F- Ratio = 3.178, df= (4.395), Sig =0.014 P003C 0.05				F- Ratio = 5.738, df= (3.396), Sig =0.001 P003C 0.01
Habitual, Brand-Loyal Consumer	< 1000	3.318	0.561	(3.131,3505)	Undergraduate	3.491	0.571	(3.382,3.599)
	1001-5000	3. 452	0.601	(3.332,3.572)	Bachelor degree	3.603	0.637	(3.513,3.693)
	5001-10000	3.722	0.626	(3.575, 3869)	Master’s level Doctorate degree	3.654	0.635	(3.496, 3811)
	10001-20000	3.563	0.651	(3.410,3.716)		3.347	0.709	(3.087,3.607)
	> 20000	3.627	0.631	(3.513,3.741)
	F- Ratio = 3.743, df= (4.395), Sig =0.005 P003C 0.01				F- Ratio = 1.812, df= (3.396), Sig =0.144 P> 0.05