“I love new clothes. If everyone could just wear new clothes every day, I reckon depression wouldn’t exist anymore”, says Ms. Sophie Kinsella in her book. This study examines the effect of intrinsic cues – utility and need on consumers’ purchase behavior of clothes at the place of purchase. The analysis of the effect of intrinsic cues was done in this study to find out whether consumers change their mind at the place of purchase to switch to other brands. A hypothesized model is developed based on literature support. The sample size was 719 and the survey was conducted in Ahmedabad and Gandhinagar and few other cities of Gujarat. Related hypothesis were framed and the model fit was tested. The correlations between the change in planned behavior and the intrinsic cues were analyzed. The factor which contributes more at the place of purchase to induce switching was also analyzed. SPSS was used to compile and analyze the collected data and “Analysis of Moment Structures” was used to test the fitness of the proposed model. It is observed from the result that there exists a statistically significant correlation between the intrinsic cue – need and the change in planned behavior at the place of purchase.
For Whole Article : FASHION VS FIT – IMPACT OF INTRINSIC CUES ON THE BUYING BEHAVIOR OF CONSUMERS
