Indian apparel consumption : a cross-cultural comparison of first generation Indian and the second-generation Indian American females

Graduation date: 2008The increased ethnic diversity of the U.S. population, including an increase of Indian immigrants, calls for an investigation of the Indian apparel consumption differences among first generation Indians and second generation Indian American females within the United States market. This study examined the Indian apparel consumption behavior of two levels of generation of female Indian immigrants in the U.S. Specifically, this research investigated the differences in first generation Indian and second generation Indian American females in terms of their Indian apparel consumption behavior and how social factors like ethnic identification and parents have influence on the Indian apparel consumption behavior of these two levels of generations.\ud Purposive and snow ball sampling techniques were employed. The total sample included 40 first generation and 52 second generation Indian Americans in Corvallis, Oregon. Participants completed a questionnaire that measured generational level, ethnic identification, parental influence on purchasing of Indian apparel, and purchase behavior of Indian apparel.\ud The data were analyzed using frequency counts, percentages, t- test analysis and path analysis. The results showed that a greater percentage of first generation Indian immigrants purchased and wore Indian apparel than did the second generation Indian immigrants in this study. The descriptive statistics indicated that the first generation Indian females liked wearing Indian apparel and jewelry with design features and color traditional to Indian culture more than did the second generation Indian American females. First generation Indian females were also more influenced by the parent’s decision; liking mother’s choice of clothing, and liking to go shopping with mother than were the second generation Indian American females. Results also revealed a strong influence of ethnic identity and parental influence on Indian apparel consumption of first and second generation Indian American females. Overall ethnic identification appeared to be a more important variable than parental influence on Indian apparel consumption. The findings support theoretical models of consumer behavior that include the influence of cultural background and family influence on consumption behavior. The results also suggest that marketers of Indian apparel in the United States must view the Indian American market as multi-faceted