The Bandwagon Effect and Consumption of Fashion Goods: A Case of Young Consumers of Pakistan

Abstract

In Marketing, making a choice highly depends upon the reviews and ratings. A purchase decision can easily get affected by the rating of five stars from several reviewers. A trend regarding fashion goods is increasing in Pakistan. The present research was conducted on bandwagon and its effect on the consumption of fashion goods in Sialkot. The purpose was to know how others’ perceptions influence youth in Sialkot, Pakistan. Quantitative research nature was used. While the self-administered questionnaire survey was conducted for the collection of data and distributed among sample size of 200 youth in Sialkot Pakistan. Correlation and Regression analyses were carried out in SPSS for testing hypotheses. Results indicate that bandwagon has positive and significant influence on the consumption of fashion goods. Findings will be beneficial to the fashion good companies to help them in making strategies in Sialkot Pakistan.