COLLECTIVE SELF-ESTEEM AND ITS IMPACT ON FASHION CLOTHING INVOLVEMENT AMONG WOMEN OF KARACHI

Abstract

Purpose- This research has been conducted with the purpose to identify the impact of collective self-esteem and demographics on fashion clothing involvement among women of Karachi. Elements of demographics used in this research are age, education and qualification. The sub scales of collective self-esteem are membership esteem, private esteem, public esteem and importance to identity. Methodology- Research instrument for Primary data collection is questionnaire, population of 400 working women in Karachi were targeted out of which 386 responded to questionnaire. To analyze data regression, correlation and ANOVA are applied. Findings- Fashion clothing involvement of working women of Karachi is affected by age and collective self-esteem. Limitations- Due to lack of time questionnaire were sent online to targeted population. This research cannot be generalized because most of the respondents are young age women. Recommendations- There is an opportunity for fashion designers to generate need of fashion clothing among old age women. Although this research helps marketers to attract their target market by making advertising with influence of social identity.