Need for Uniqueness and Fashion Leadership: An Analysis of Age and Gender Differences.
Keywords:
Need for uniqueness, Fashion leadershipAbstract
The purpose of this paper is to explore age and gender differences for the need for uniqueness and fashion leadership.100 respondents were included in the study with the sub categories of four groups of males, females, adults and adolescents. Participants were probed on their attitude about need for uniqueness and fashion leadership. To study the difference between the groups descriptive statistics is conducted: Mean, Standard deviation and 2x2 ANOVA. Results shows the significant difference between both the groups under study. In both age groups, females are showing high on both the dependent variables, need for uniqueness and fashion leadership. The presentation of empirical research is followed by discussion highlighting the influence of need for uniqueness and fashion leadership among different age groups and gender which can be used in better understanding of consumer behavior.
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