Fashion information sources used by college-going boys during different stages of fashion adoption

Survey method was conducted to study the fashion information sources used by college-going boys in the age group of 20-25 years, consisting of 75 each urban and rural background and selected randomly from five colleges of Ludhiana city.  The statistical analysis of data revealed that maximum number of respondents were in the age group of 22-24 years (65.33%), pursuing B.Tech. degree programme (36.67%) and had their school education from private schools (55.33%). The results of Z-test reveals that the differences between awareness and comprehension stages for ‘watching clothes worn by artists’, ‘observing what sportsmen wear’, ‘observing what friends wear’ were found to be significant at 1 per cent level of significance. Thus, ‘watching clothes worn by artists’ was more important source of information used by college-going boys at the awareness stage of adoption whereas, at the comprehension stage of adoption ‘observing what sportsmen wear’, ‘observing what friends wear’ were most important sources of information. Results showed that, observing ‘what sportsmen wear’, ‘what someone is wearing at social gatherings’ and ‘what  friends are wearing ’ were more important sources of fashion information used by college-going boys at the comprehension stage whereas, ‘displays in a store’ were more important information source at the legitimation stage of fashion adoption. Calculated Z-value for ‘observing what sportsmen wear’, ‘observing what someone is wearing at social gatherings’ were found to be significant at 1 per cent level of significance,  whereas ‘displays in a store’ and ‘observing what my friends are wearing ’ were found to be significant at 5 per cent level of significance. ‘Store displays’ and ‘observing what friends are wearing’ served as most important information sources used during legitimation stage  while ‘observing what someone is wearing at social gatherings’ was more important source of fashion information used by college-going boys  during the awareness stage of fashion adoption.