Analytical Study of the Factors Affecting on Fashion Selection & Its Designs by the Women in Colombo District

Abstract

Fashion is a trend that every woman is influenced on. The factors that a person is influenced on buying and selecting an appropriate fashion style depend on various factors. Literature articulates that demographic factors, economic factors and the social factors are influential on fashion selection. The main focus on the current study is to identify the factors that impact on the fashion selection & its designs by the Colombo district women. The study includes both secondary data and primary data which were gathered through both quantitative and qualitative methods. The sample size is 50 women and they were selected using simple random sample method. The qualitative analysis included the case study approach whereas the quantitative analysis of the current study included various tests such as Univariate analysis and Bi-variate analysis using SPSS (22). The aggregate reliability of the study was measured by using Cronbach alpha and it is estimated as 0.974. The model fit of the study was made sure by R2 of 0. 892 and significance level of ANOVA is .000. Moreover, the coefficient results were done by using Structural Equation Method and correlation results were done by Kendall’s and Spearman's methods. Finally, the results showed there is an inverse relationship between demographic factors such as age and occupation on fashion selection & its designs whereas economic factors and social factors showed a positive relationship towards it. However, the findings of the study are consistent with the previous literature.