Branded clothes in today's society.

• Main Authors: Chin, Ai Wei., Chong, Pei Ling., Ngok, Hwee Mei.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Management
• Online Access: http://hdl.handle.net/10356/51825
• Institution: Nanyang Technological University

This research study was conducted to identify the causes that lead young people of today to spend more money on branded clothes. We determine our dependent variable as the expenditure on branded clothes. Any variances of this dependent variable are attempted to be explained by six independent variables namely: affluence (monthly allowance and parttime/ temporary jobs), media advertisements, peer pressure, quality and self-image. Our study also included the moderating variable of gender. Our pilot test was conducted on thirty (30) undergraduates within the campus. After developing the theoretical framework, a questionnaire consisting of thirteen items was created. A random sample of 200 respondents were picked to participate in our study. Our data analysis included editing, coding, categorizing and keying data into the computer by using the statistical programme, SPSS (Statistical Package for the Social Sciences). Using this programme, the hypotheses were tested using the correlation and chi-square tests. The results indicated for the gender male, the variables of monthly allowance, media advertisements and self-image played a major role in causing them to spend more on branded clothes. Also, the results showed that the variable monthly allowance had a positive correlation with expenditure on branded clothes, for the gender female.