Author(s): Anisha Talwar, Jaspreet Kaur and Varun Duggal
The Indian market is now a major attraction for international fashion brands. Thus it is crucial to understand the consumer behavior of millennials in the Indian market and to understand how these consumers of different personalities behave differently when it comes to the purchase of these international fashion brands. The purpose of this research is to map the personality types of millennials in Delhi NCR vis-à-vis the purchase intention towards international fashion brands. Further, this research also tries to analyze how select demographics such as income and education influence the purchase intention. Personality is explained using the dimensions of the MBTI model and purchase intention is explained using the theory of planned behavior framework. A survey of 400 millennials in Delhi NCR was conducted using a structured questionnaire. The proposed model was tested using structural equation modeling (SEM). This study is one of the first research endeavors in India to integrate constructs such as personality and purchase intention in the same conceptual model and test it empirically. It provides theoretical insights regarding the personality and purchase intention of millennials in the context of international fashion brands. Further, it not only explains how different personality types influence intention, but also the factors behind intentions as well as their influence. This study is unique in terms of proposing and testing an extended conceptual model by integrating an antecedent variable, personality (Introversion and Extroversion) with the concepts of the theory of planned behavior (attitude, subjective norm, perceived behavioral control, purchase intention, and behavior). The results that were obtained from the structural models showed a good fit and can be used as a tool in predicting millennial consumers’ purchase intention for international fashion brands on the basis of different personality types. This study contributes to the marketing strategies for fashion brands when one has to segment the consumers on the basis of various personality types.