Objective -
As sales in the fashion industry continue to grow, consumer behaviour with respect to purchasing fashion
products has also grown. This paper provides an overview of consumers' susceptibility to interpersonal influence (CSII)
and examines whether there is the difference between male and female consumers with respect to buying fashion
products in Surabaya, Indonesia.
Methodology/Technique -
The conceptual framework in this paper compares males and females in terms of their
normative susceptibility to interpersonal influences (NSI) and informative susceptibility to interpersonal influences
(ISI). The study uses a quantitative methodology with an independent sample t-test for analysis. The data is collected
through the distribution of questionnaires to 200 respondents, being 100 males and 100 females, falling between the
ages of 17 and 45 years old. Further, all respondents live in Surabaya, Indonesia.
Findings –
There study results show that thre is no difference in normative susceptibility to interpersonal influences
(NSI) between males and females however, there is a difference in informative susceptibility to interpersonal influences
(ISI) between male and female, with respect to purchasing fashion products.
Novelty -
This study provides an insight into the similarity in normative susceptibility to interpersonal influences and
differences in informative susceptibility to interpersonal influences (ISI) between males and females. This information
may be useful for fashion manufacturers, vendors and other interested stakeholders.
Type of Paper -
Empirical.
Keywords:
Gender-based Marketing; Consumers' Susceptibility to Interpersonal Influences; Purchasing Behavior;
Fashion Products.
JEL Classification:
M30, M31.
