Fashion awareness and peer pressure among adolescents

Abstract

In seeking to expand our understanding of fashion, present study examines the relationshipbetween personal characteristics. The result clearly indicated that female respondents were perceived tobe more fashion conscious than males and also females shopped more often than males. The awareness offashion trends and brand conscious was also high among female whereas male are more affected by peerpressure. But common governing factor among all the respondents was the economic status of the familiescorresponding to their family size. The study thus indicated that the correlation between adolescents,fashion, brand, and peer pressure was found to be affective in Indian scenario as well