Research Methodology

RESEARCH METHODOLOGY
RESEARCH PROPOSAL FOR JURY
TOPIC – RESEARCH PROPOSAL ON INFLUENCE OF

FASHION BLOGS ON THE PURCHASE DECISIONS OF
INDIAN INTERNET USERS
(MODIFIED DOCUMENT)
SUBMITTED TO – MR. SUMIT KUMAR SUBMITTED BY – NIKITA

MR. GANGADHAR MALIK SAUMYA PANDEY
ASST. PROFESSORS YASHASWINI RAJ
NIFT BHUBANESWAR
NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 1

PREFACE
As a part of the Research methodology curriculum and in order to gain practical

knowledge in field of research, we decided to make a research proposal or thesis on
“INFLUENCE OF FASHION BLOGGERS ON THE PURCHASE DECISIONS OF
INDIAN INTERNET USERS” for the Jury. The basic objective behind doing this
project report is to get knowledge about fashion blogs and its effect on purchase
decision on customers especially according to their age group.
In this project report for Jury we have included various concepts, factors,
previous research reviews related to the work done in the same field, hypothesis and
its testing. Doing this research thesis helped us to enhance our knowledge regarding
the fashion blogs and its effect on consumer’s buying decision. Since, there has
been a very little work in determining the impact of Fashion Blogs on Generation X
and boomers of India; we thereby were determined to carry our research forward in
the same field in order to enlighten ourselves and people around us on the same
topic. We also learnt various factors responsible in concluding the research through
questionnaire and hypothesis testing based on responses. Through this report we
come to know about importance of team work and role of devotion towards the work.

ACKNOWLEDGEMENT
We would like to express our gratitude to everybody who has assisted us in

formulation of this research paper. We would like to express our sincere thanks to
Mr. Gangadhar Malik (Assistant Professor, DFT) and Mr. Sumit Kumar (Assistant
Professor, DFT) our assignment in-charges who guided us throughout the Research
and also gave us valuable suggestion and guidance for completing the jury
document.
They helped us to understand the intricate issue involved in doing a research,

besides effectively presenting it. Our jury document is successful only because of
their guidance. We also thank the whole BFT department to help us with all technical
support to carry out the project work and also let us utilize all the
necessary facilities in the institute and guide us at every step. We would like to thank
our Course Coordinator Ms. Sulagna Saha for her constant support. We take this
opportunity to express our affection towards our parents for their consistent faith and
support. We also take this opportunity to express our affection towards our parents
for their consistent faith and support.
Nikita
Saumya Pandey
Yashaswini Raj

TABLE OF CONTENTS
ACKNOWLEDGEMENT ………………………………………………………….3
LIST OF FIGURES………………………………………………………………...6
LIST OF ABBREVIATIONS……………………………………………………….7
TOPIC……………………………………………………………………………….8
TITLE………………………………………………………………………………..9
ABSTRACT…………………………………………………………………………9
Keywords………………………………………………………………………..9
INTRODUCTION…………………………………………………………………...9
PROBLEM IDENTIFICATION……………………………………………………..10
REVIEW OF LITERATURE……………………………………………………….11
Why consumers use blogs?........................................................................11
Impact of fashion blogs on customers……………………………………….12
Why fashion blogs have become so popular………………………………..12
Age group more inclined towards online shopping…………………………13
Impact of bloggers………………………………………………………...……13
Effect of blogs on fashion industry……………………………………………14
Blogs as a motivation platform………………………………………………..14
Fashion blogs as a digital marketing tool…………………………………....14
Fashion blogs as an effective way to reach the audience………………....15
Power of blogs on purchase decisions……………………………………....15
Effect of fashion blogs on youth……………………………………………....16
RESEARCH GAP…………………………………………………………………..16
OBJECTIVE…………………………………………………………………………17
FORMULATION OF HYPOTHESIS……………………………………………...17
PROPOSED RESEARCH METHODOLOGY……………………………………18
I. Research design…………………………………………………………......20
II. Sampling……………………………………………………………………...20
III. Data collection techniques………………………………………...............21
Primary data collection tools…..……………………………………….21
Primary data collection tools…..……………………………………….21

IV. Data analysis………………………………………………………………...22
GRAPH 1………………………………………………………………….22
GRAPH 2………………………………………………………………….23
GRAPH 3………………………………………………………………….24
GRAPH 4………………………………………………………………….25
GRAPH 5………………………………………………………………….26
GRAPH 6………………………………………………………………….27
GRAPH 7………………………………………………………………….28
HYPOTHESIS TESTING……………………………………………………………29
Hypothesis testing through Excel……………………………………………....29
P - testing for 1st hypothesis..…..……………………………………….29
P - testing for 2nd hypothesis..…..………………………………………30
Chi - square testing for 1st hypothesis………………………………….31
Hypothesis testing through R - Studio…………………………………...........33
P - testing for 1st hypothesis..…..……………………………………….33
P - testing for 2nd hypothesis..…..………………………………………36
EXPECTED OUTCOMES…………………………………………………………..40
KEY FINDINGS………………………………………………………………………40
SUGGESTIONS……………………………………………………………………...41
LIMITATIONS…...……………………………………………………………………41
CONCLUSIONS……………………………………………………………………...43
BIBLIOGRAPHY………………………………………………………………………44
GLOSSARY……………………………………………………………………………45
ANNEXURES…………………………………………………………………………46

LIST OF FIGURES
Figure 1 A flowchart representing steps taken for the study of effect of

fashion blogs on Indian internet users 19
Figure 2 A histogram showing count of fashion bloggers followed
consumers differentiated with respect to age 22
Figure 3 A line chart with markers showing the time spends by each
gender on the fashion blogs in accordance to the time spent 23
Figure 4 A line chart with markers showing at what time people specifically
engage their time on fashion blogs in accordance to their gender,
with count of users in each type 24
Figure 5 A pie chart showing the number of purchases made by
consumers differentiated according to their age categories 25
Figure 6 A pie chart showing the category of the products that mostly
people end up buying after following fashion blogs according to
gender 26
Figure 7 A ggplot chart showing the count of age-group of people according
to gender chosen for research 27
Figure 8 A ggplot chart showing the distribution of blogs followed categorized
by gender 28
Figure 9 The summary output of regression analysis of Age group of
people w.r.t to the number of fashion blogs followed by people 29
Figure 10 The summary output of regression analysis of Age group of
people w.r.t to the number of purchases made by the people
due to fashion blogs 30
Figure 11 The chi - square test performed to show the relation and
accuracy of no of bloggers followed and expected bloggers
followed according to age of consumers 31
Figure 12 The chi - square test performed to show the relation and
accuracy of purchase made after watching blogs according to
age of consumers 32
Figure 13 The ggplot2 abline graph between Age group of people and the
number of fashion blogs followed by them with slope & intercept
found for linear modeling 34
Figure 14 The ggplot2 abline linear model between the actual (yellow) and
predicted values (red) 35
Figure 15 Hypothesis testing procedure using P-value from the summary
of linear modeling of Questionnaire dataset 36

Figure 16 The ggplot2 abline graph between Age group of people and the
number of purchases made by people under the influence of
fashion blogs with slope & intercept found for linear modeling 37
Figure 17 The ggplot2 abline linear model between the actual (yellow) and
predicted values (blue) of Questionnaire dataset 38
Figure 18 Hypothesis testing procedure using P-value from the summary
of linear modeling of Questionnaire dataset 39
Figure 19 The results of chi - squared test performed in R - Studio 39
Figure 20 The results of chi - squared test performed in R - Studio 40
LIST OF ABBREVIATIONS
Below is the given list of abbreviations that have been used in the complete
document.
ABBREVIATION EXPLANATION
NIFT National Institute of Fashion Technology
DFT Department of Fashion Technology
BFT Bachelors of Fashion Technology
P-TEST Probability Value Test
Gen X Generation X(1965-1980)
Yrs Years in age
Dec’ December
LGBTQ+ Lesbian, Gay, Bisexual, Transgender & Queer

RESEARCH PROPOSAL
ON
INFLUENCE OF FASHION BLOGS ON THE PURCHASE
DECISIONS OF INDIAN INTERNET USERS

TITLE
INFLUENCE OF FASHION BLOGS ON THE PURCHASE DECISIONS OF INDIAN
INTERNET USERS
ABSTRACT
This research was conducted to find out if fashion bloggers can influence their
followers to purchase branded products and also to find if they can analyze the age
trends among these social media users that influence them to purchase.
The objective of this study was threefold. First it explored whether age factors shape
Indian consumer’s intention to browse products on blogs. Second, the impact
convenience, information availability, product selection, trend discovery and
socialization have on triggering viewer’s intention to browse products on blogs and to
which factors did the viewer incline more to. The final purpose was to examine if
intention to browse products influences purchase and word of mouth intentions,
proving to be a boon for young designers and start-up brands.
KEYWORDS: Blogs, Fashion Blogs, Bloggers, Purchase Decisions, Buying

Behavior 1
INTRODUCTION
Internet marketing is witnessing increasing growth dynamics of marketing blogs.
Blogging has gained its popularity in the recent years. It can act as a medium to
connect users by sharing ideas and gaining knowledge about various aspects like
product reviews, entertainment or travel.
Blogs are an ‘online version of Reader’s Digest’. Consumers count on reliable and
reputable sources while making purchase decision. It has been found that reputable
bloggers with good social relations can establish a positive reputation that impacts
consumer purchasing attitudes. Blogs started as a way for people to keep others up-
to-date on their lives. With new blogs being launched every day, bloggers have
learnt to build communities and reputations based on their knowledge and dedication
1
Refer to Glossary (Page No- 45)

to sharing it through their desired blog pages. Using a survey with measures adapted
from previous research on social media motivations, this research is an attempt to
discover that the main reasons for accessing fashion blogs resonates with the main
reasons for accessing blogs in general and whether age plays a role in influencing a
consumer’s purchase decisions. The most important motivations were social
surveillance and entertainment. This research was conducted to find out if fashion
bloggers can influence their followers to purchase branded products and also to find
if they can create awareness about the latest trends among these social media
users. The fashion blogs interact in a two-way dialogue engaging both its users and
makers. Age analysis would tell us why an individual partakes in a blog either as
writer or reader or follower. This research paper hence is just an attempt to discover
the key concern areas for the same.
The most important motivations were social surveillance and entertainment. This
research was conducted to find out if fashion bloggers can influence their followers
to purchase branded products and also to find if they can create awareness about
the latest trends among these social media users.
PROBLEM IDENTIFICATION
The fashion industry is a part of each and every modern individual’s lives, making
fashion designers quite powerful as businessmen and women. As an industry that is
constantly changing and evolving with regard to outside influencers, many designers
who are viewed as successful have built their brands into legacies. This, in turn,
provides a major obstacle for the many young designers who wish to make their
mark on the industry.
Just as seasoned designers and established brands in India are taking their
branding efforts to the internet and social media, young designers and start-ups must
master similar techniques in order to stand up against those already respected
individuals and popular preferred brands. Young designers and start-ups, which
most likely, do not have a marketing team to assist, cannot always rely upon
themselves and their designs to make it to the Indian crowd. For them, analyzing the
age categories of consumers that actually are influenced by fashion blogs to conduct

purchases would be a major marketing analysis. Unlike other forms of strategic
marketing, the difference in fashion marketing is that it is not so much reminding the
customer of how good the product is, but actually getting the customer to buy
something because it has become a necessity making it essential for fashion brands
to be far more innovative and forward looking in their efforts. This study will thereby
help us resolve the uncertainty that whether fashion blogs are successful in creating
the fashion trends and determining the effect of age on buying behaviour of its users.
This research paper is hence an attempt to solve the ambiguity and unclear
definition about the effect of fashion blogs on the Indian mass especially.
REVIEW OF LITERATURE
In the past, a lot of research has been made in the field about how fashion blogs
have played an influential role in determining the decisions taken by the consumers.
The research gap that we have found are that even though these fashion blogs have
significantly affected the decisions of the youth of India or millennials, but they still
lack to garner the attention of Gen X and boomers of India. Following is a brief
discussion about the work already done in this field.
WHY CONSUMERS USE BLOGS?

The concept of blog especially related to fashion and lifestyle has gained its position
in today’s world of internet. Today people are being widely exposed to various
promotional platforms which often lead to a feeling of enforcement on consumer’s
part. In such cases fashion blog turns out to be the most influence tool in marketing
by developing one to one connection between a blogger and a consumer. Consumer
perceive bloggers as an honest opinion; the open conversation and two-way
communication which is created on blogs, enables a blogger to appear as
“trustworthy” and hence can influence the consumer in a positive way.
[Hartvedt & Solberg (2013), Impact of Fashion Bloggers on Consumer Purchase Decisions]

IMPACT OF FASHION BLOGS ON CUSTOMER
Fashion play an important role in today’s day to day lifestyle. With increase in
number of internet users there have been significant increase in people using social
media applications like Instagram, Facebook, YouTube etc. In such manner they
also start following fashion bloggers to be sure about their buying decisions. Through
their blogs, these influencers create need of a product in consumer’s mind and work
as a way of communication about features of product and its application. Blogs play
very crucial role in impacting consumer’s buying decision because consumers tend
to seek opinions of these influencers about a certain product to feel validated about
their buying decision.
[Sudha M., Dr. Sheena k (September’2017), SCMS Journal of Indian Management]
WHY FASHION BLOGS HAVE BECOME SO POPULAR?

In another study it has been found that increasing number of social media platforms
have created a platform for easy marketing. Blogging is now being considered a
powerful tool for marketing as it allows high level of connectivity and relevance
among users. It is also noticeable that magazine is not able to form the kind of
personal connection and relevance that bloggers are able to establish just by posting
about their lifestyle, their fashion choices and honest opinions. People foresee these
bloggers as someone who “loves fashion” instead of the authors of a magazine
working for particular brand or company. Bloggers are also aware about the kind of
impact that they leave on people’s mind through the feedbacks. It can also be said
that bloggers spread the fashion trend and also end up creating a new trend
because their fashion sense of combination of all the inspiration from streets to
magazines.
[Taimie_Saak(Oct’2014) DOI: 10.13140/RG.2.2.20675.40480]
AGE GROUP MORE INCLINED TOWARS ONLINE SHOPPING

According to an article by Michael Mothner, the spark of change has begun in the
world of online shopping, and Generation Z is at the forefront of the metamorphosis.
Being digital-born makes Gen Z the “relative experts” in social media channels. As,
the largest demographic group, Gen Z stands on its own in terms of the way it

prefers ads and shops in the digital sphere. Social media continues to play an
influential role in terms of online shopping for both millennials and Gen Z. More than
80 percent of Gen Z is impacted by social media in regard to online shopping Z has
completely embraced social media, making it part of themselves.
[Michael Mothner, Article: Gen Z and the Transformation of Online Shopping.]
IMPACT OF BLOGGERS
Bloggers and Fashion Influencers2 have a very huge impact as people seek internet
more for inspirations to follow. Bloggers have become persuasive individuals and
opinion leaders for people around the world and as a result are becoming a
benchmark for the public in determining whether products/services are worthy to be
adopted or not. The consumer buying process includes five stages: 1- need
recognition, 2-information search, 3- evaluation of alternatives, 4- purchase, and 5-
post-purchase behavior. The bloggers tend to influence all these stages. Positive
attitudes and intentions to purchase products/services are shaped by blogger
recommendations generated by highly reputable, trustworthy, and useful blogs.
[Alsaleh (2017), Understanding Role of Blogger’s Recommendations on Consumer
Purchasing Behavior]
EFFECT OF BLOGS ON FASHION INDUSTRY

Similarly, in another research study it has been found that fashion creates general
interest in all respondents and is considered a way to express one’s mood and
personality. Fashion is an important element in people’s life and in era of social
media blogger’s tend to play an important role. The use of fashion blogs is aimed
primarily at obtaining information on trends, styling and innovations. Even fashion
brands consider fashion blogs to be a key element and consult them almost daily.
[Gema Martínez Navarro, Mencía de Garcillán López-Rúa (15/06/2016), Research Paper- the
influence of blogs in fashion in consumer behaviour: an exploratory approach]
BLOGS AS A MOTIVATION PLATFORM

Blogging is as much about reading as writing, as much about listening as talking.
They have acquired a huge platform for displaying their creativity. They tend to lure
2

readers with their originality, daily lifestyle videos, workout videos, and of course
their fashion statements. People also approach or get attracted by bloggers who suit
their style. Bloggers too tend to establish the connection with the viewer. They share
their thoughts and opinions and in return readers aspire them in good way and let
them into their lives.
[ Bonnie A. Nardi, Schiano, and Michelle Gumbrecht (Dec’ 2004), Blogging as social activity,
or, would you let 900 million people read your diary]
FASHION BLOGS AS A DIGITAL MARKETING TOOL 3

Today millions of people have easy access to internet hence there has been rapid
increase in social media users in past decade. Due to this fact it has become difficult
for companies to identify if the user is consumer or customer. It has also become
essential to involve the target audience in product through posts, activities and
motivational advertisements. Rather than relying solely on marketing communication,
companies should try to participate more in their customers’ social media activities,
in order to understand the impact of these on their brand image and also to facilitate
interaction with potential customers. So in order to attract/ reach to a mass
companies should consider their consumers who are present on social media
platforms.
[Heinonen (2011), Consumer activity in social media: Managerial approaches to consumer’s
social media behavior]
FASHION BLOGS AS AN EFFECTIVE WAY TO REACH AUDIENCE

Fashion is social and cultural phenomenon which has a significant effect on
economy. It is also very necessary to understand fashion trends and innovations in
fashion industry. It is also important to establish and maintain the relationship
between customer and brand considering the wide platform i.e. internet where it has
been exposed to. Blogs, social media and social networks have taken over the
traditional platforms of advertisements. The presence of influencers on social media
and blogs on network have now became essential tool for companies in fashion
sector. Companies have also started to set up their online stores and people
consider it very easy to buy things from online portals. Bloggers collaborate with
3

these companies and promote their product in their blog videos which is being
watched by millions of internet users and it turn manages to affect their buying
decision.
[Gema Martínez Navarro, Mencía de Garcillán López-Rúa (15/06/2016), Research Paper- the
influence of blogs in fashion in consumer behaviour: an exploratory approach. (Translation in
English]
POWER OF BLOGS ON PURCHASING DECISIONS

The online media has been one of the biggest developments in today’s marketing as
it has allowed strangers to talk to strangers online. Successful bloggers that have big
follower crowd have a massive power to spread their opinions to big masses.
Positive comments made about a company in a blog post can be a big boost on the
company image and vice versa negative comments can be crucial to the company
image. Through just one share, one post is exposed to millions of users. Bloggers
most of the time don’t advertise products of one brand but they do mention the
names of the brand that they find good. Among the four categories that influence
buying decision (four categories - cultural, social, and personal and psychological
factors) blogger fall into the social category as they are being read and followed on
these social platforms
[Nea Maria Nousiainen (04 November 2014), The Power of Bloggers on Purchasing Decisions]
EFFECT OF FASHION BLOGS ON YOUTH

Youth has been widely affected by this trend of blogging and fashion. They are not
only following these bloggers but aspire them. They find pictures and videos of these
bloggers very creative and emasculating. Blogs have indeed become very popular
among youngsters in knowing about fashion trends, products to use and routine to
follow for healthy living. When bloggers post something related to healthy lifestyle
they make the youngsters gain interest towards it. Considering the fan following of
bloggers it is now essential for companies to approach these people just in case they
want to target youth and spread their designs.
[Joanna Wiażewicz, Beata Zatwarnicka-Madura (June 2016), Fashion blogs as the information
sources about trends and new products in fashion management]

RESEARCH GAP
The reviews from various literature sources have proven than blogs have
successfully reached in consumer’s daily life routine and affect them in various ways.
Some of them also suggest that they do affect their fashion choice. Despite all these
inferences it’s still unclear whether they are able to create a fashion trend. Also, how
much effective it has been in determining the purchasing behaviour of the mass of a
specific age group is still yet to be discovered. It is researchable to find out the
categories that they affect and on what level and how successful these blogs are in
creating an impact on the buying behavior of Indian mass in a particular age group.
All the studies conducted above has been done in foreign countries and the
knowledge about the effect of blogs on Indian youth remains misty. We will further
research about this and will try to connect the bridge in this research paper.
OBJECTIVE
 To find whether fashion blogs are instrumental in affecting the buying behavior of
the Indian internet users especially in the age group of 18-35 years, by making
them aware of latest fashion brands and trends.
FORMULATION OF HYPOTHESIS
i. HYPOTHESIS - 1
The first formulated hypothesis for study is as follows-
 The null hypothesis or H0 for our study is that ‘there occurs no relation among
the age group of people and the number of fashion blogs they follow.’
 The alternate hypothesis or HA for our study is that ‘there occurs a negative
correlation/relation among the age group of people and the number of fashion
blogs they follow, i.e. as the age group of people increases they tend to follow
lesser number of fashion blogs.’

In the hypothesis so formed for our research study, the independent variable is
number of fashion blogs followed, whereas the age group of people is the dependent
variable.
ii. HYPOTHESIS - 2
The second formulated hypothesis for our study is as follows-
 The null hypothesis or H0 for our study is that ‘there occurs no relation between
the age group of people and the number of purchases they have made under the
influence of fashion blogs.’
 The alternate hypothesis or HA for our study is that ‘there occurs a negative
correlation/relation among the age group of people and the number of purchases
made by the people under the influence of fashion blogs, i.e.as the age group of
people increases they tend to purchase/shop lesser under the influence of fashion
blogs.’
In the hypothesis formed above, the number of purchases made by the people under
the influence of fashion blogs is an independent variable whereas the age group of
people is a dependent variable.
Descriptive research methods such as naturalistic observations, questionnaires have
been used to determine the correlation between the two variables.

PROPOSED RESEARCH METHODOLOGY
PROBLEM DATA REVIEW OF

IDENTIFICATION- COLLECTION- LITERATURE-
To know whether Data is collected Previous research
Fashion blogs really through online documents on fashion
affect buying questionnaire from blogs are referred &
decisions of Indian 100 target knowledge gap is
Internet Consumers. respondents. determined.
SPECIFICATION OF
RESEARCH DETERMINATION
METHODOLOGY- OF OBJECTIVES-
FORMULATION OF
Research design, HYPOTHESIS Objectives/ area
sample size and data under study is
collection techniques specified.
to be specified.
DATA ANALYSIS -
Excel & Rstudio used
to analyse data;
statistical tools & HYPOTHESIS DETERMINATION
graphs are made to TESTING OF FINDINGS,
get a better Testing through excel SUGGESTIONS &
understanding about and rstudio tools. CONCLUSIONS
the choice of fashion
blogs & their effect on
age groups.
Fig 1: A flowchart representing steps taken for the study of effect of fashion blogs on Indian internet
users.

I. RESEARCH DESIGN
This study employs a descriptive research design to agree on the influence of
fashion blogs on the purchase decisions of Indian consumers.
 This design offers to the researchers a profile of described relevant aspects of the
phenomena of interest from an individual, organizational, and industry-oriented
perspective.
 The purpose of the research is to look into the features of the influencers that
affect the Indian consumers’ online purchase intent.
 Therefore, since the research here is qualitative in nature, it is associated with
using exploratory research design.
 An exploratory study seeks to find out what is happening, researches new insights
and asks questions in a new light which is the purpose of this research.
 Exploratory research design is suitable as it contests new problems for which
there has been little or no previous researching made.
II. SAMPLING
 The study has used a sample of 100 internet users and data has been recorded
using structured questionnaire which was conducted using Google forms.
 The sampling technique used in this study is a non - random convenience
sampling method4 where respondents were collected through family, friends and
relatives.
 This sampling technique was used because of the certain limitations that we as
students faced such as capital, transportation due to the pandemic crisis,
specified time duration for the completion of study etc.
 The criteria of selection of respondents were –
i. Consumers who have social media accounts and/ or read blogs.
ii. Consumers who use social media to communicate.
iii. Consumers who are aware of influencers.
iv. Consumers who purchase online at least once in their life
4

 The target population are both male and female, aged between 20 to 35 years,
both working class and students, the income is ranged between 5000/- to 25,000/-
having nationality as that of an Indian citizen.
III. DATA COLLECTION TECHNIQUES
PRIMARY DATA COLLECTION TOOLS

 The data collection technique used for the formulation of this research paper is
through the primary data collecting method i.e. questionnaires, wherein the
subjects are asked to fill the questionnaires on google forms.
 Online questionnaire has been chosen here because of the limitations like cost,
transportation etc. Hence, the most versatile online questionnaire has been
chosen to exemplify the given task.
 The questionnaire has both qualitative and quantitative data format.
 The questions present in the questionnaire were in the format of multiple choices.
Some, questions also had the option wherein the respondent can also fill multiple
options as correct.
 The comprehensive and exhaustive questionnaire has been successful in gaining
first- hand knowledge of the buying behaviour of the Indian Internet users.
 Our keen observation of the youth has been also detrimental factor in analyzing
about the new trends of the fashion blogs.
 Consequently, the questionnaire produced valuable data which was required to
achieve the dissertation objectives. The 100 responses were summed up to
produce a score for the measures.
SECONDARY DATA COLLECTION TOOLS

 A complete analysis has also been done beforehand to pursue the objective of
the research paper and also to find out about the antecedent research works in
the same field.
 Different journals, websites, fashion blogs, magazines etc. were hence referred
having both qualitative and quantitative data. A literature search was thereby
conducted.

IV. DATA ANALYSIS
 The recorded data of the 100 respondents from online questionnaire is analyzed
using different statistical tools in Excel & Rstudio5.
 The main idea behind is to make our data more reliable, interesting and to
summarize it so that it can really be used to find different conclusions about our
study.
 The statistical and inferential analysis from the tools and graphs used is to test
the reliability and validity of the questionnaire. In our study through Excel, we
have allotted different numerical values to each choice of the respondent, so that
a proper inference can be gained.
 Pivot chart6 is used to sort data and hence build different graphs to determine
how fashion blogs are useful in impacting the purchase decisions, the amount of
time spend by users etc.
GRAPH (1) – AGE CATEGORIES OF CONSUMERS FOLLOWING BLOGGER

COUNTS
Fig 2: A histogram showing count of fashion bloggers followed consumers differentiated with
respect to age.
5
6

INFERENCE
Through this graph we can conclude that the highest age category of consumer
which follows fashion blogs the most and are highly aware of it is between 17 - 25,
with age category 22 following highest number of bloggers. The age category, 27 -
57, following fashion bloggers remains comparatively lower when it comes to the
count.
GRAPH (2) – GENDER VISITING BLOGS FREQUENCY
Fig 3: A line chart with markers showing the time spends by each gender on the fashion blogs in
accordance to the time spent.
INFERENCE
Through this graph we can study the time spend by each gender on the fashion
blogs, or the frequency of the use of fashion blogs gender wise. We can conclude
that females spent the highest amount of time on these fashion blogs with upto 20
females of the total 67 females following them on the regular/ daily basis. Also, a lot
of females spent time on fashion blogs monthly. The least time spent on the fashion
blogs is by LGBTQ+, whereas highest number of males follows these blogs on a
weekly basis. Hence, we can conclude that females spent the highest amount of
time on the blogs whether it’s on a daily, weekly, monthly or yearly basis.

GRAPH (3) – COUNT OF ENGAGING TIME IN BLOGS
Fig 4: A line chart with markers showing at what time people specifically engage their time on
fashion blogs in accordance to their gender, with count of users in each type.
INFERENCE
This graph is symbolic of the specific time interval, i.e. the time at which an individual
views these fashion blogs, according to gender. Through this we can conclude that
around 50 numbers of females of the total 67 females go through these fashion
blogs at the free time of the day. Even, men spend time on these fashion blogs
during the free time of the day only. This is an important detrimental factor in the
purchase decisions of the consumers, because amount of time spent on the fashion
blogs is directly proportional to the purchases made under the influence of these
blogs. Hence, spending leisure time on fashion blogs is something that the youth
doesn’t mind doing.

GRAPH (4) – AGE CATEGORIES OF CONSUMERS AND PURCHASES MADE
BY THEM
Total
17 18 19 20 21 22 23 24 25 27 28 30 34 36 45 54 57
1% 3% 1% 1% 1% 1%
1%
2% 8%
8%
4%
14% 1%
8%
13%
20%
13%
Fig 5: A pie chart showing the number of purchases made by consumers differentiated according
to their age categories.
INFERENCE
This graph gives us an exact estimate of the impact of fashion blogs on the
purchases of the Indian Internet users in accordance to their age categories.
Through this graph we can conclude that age category 17 - 25 has used fashion
blogs which in case have affected or influenced their buying decisions and they have
made the highest number of purchases. The age category 27 - 57 also has made
purchases after the impact of fashion blogs. But they are comparatively less and this
indicates the lack of spread or awareness of fashion blogs.

GRAPH (5) – CATEGORY OF POSTS INTERESTED IN
Fig 6: A pie chart showing the category of the products that mostly people end up buying after
following fashion blogs according to gender.
INFERENCE
Through this graph we can conclude that the highest that is around 56% of the
female population is interested in buying clothing and accessories after following
fashion blogs or they end up buying those products, and follow related pages or
blogs only. The highest percentage of male population in the sample size also buys
products related to clothing and accessories only. Hence, we can conclude that
these fashion blogs have truly inspired people and their purchases, as people use
these fashion blogs for seeking product reviews and follow personal/lifestyle posts
on these blogs which inspire their purchasing decisions of clothing and accessories.

GRAPH (6) – COUNT OF AGEGROUP WITH RESPECT TO GENDER
Fig 7: A ggplot chart showing the count of age-group of people according to gender chosen for
research made on Rstudio.
INFERENCE
Through this graph we can conclude that the highest age category of consumers that
are interested in following fashion blogs or they end up buying those products, lie in
their 20s with females dominating males. The lowest percentage of population in the
sample size also browses fashion blogs but is comparatively less. Hence, we can
conclude that these fashion blogs have truly inspired people and their purchases,
however, they need to increase their means of spread and create awareness among
people.

GRAPH (7) – COUNT OF AGEGROUP WITH RESPECT TO GENDER
Fig 8: A ggplot chart showing the distribution of blogs followed categorized by gender made on
RStudio.
INFERENCE
Through this graph we can conclude that the highest distribution of consumers that
are interested in following fashion blogs lie in the female category. However, the
distribution of male consumers is almost the same as that of female consumers. This
proves the fact that fashion blogs are successful in reaching out to consumers and
affecting their purchase decisions.

HYPOTHESIS TESTING
HYPOTHESIS TESTING THROUGH EXCEL
i. P - TEST FOR 1st HYPOTHESIS TESTING
Fig 9: A figure showing the summary output of regression analysis of Age group of people w.r.t to the
number of fashion blogs followed by people.
OBSERVATION
 The value of significance F or P- value which are same i.e., 9.53618E-05 or 9.536
* 10-5 is highlighted through red colour.
 The value of alpha for our observation is 0.05.
 Now, since 0.0000953618 is definitely less than 0.05 (value of alpha) which
indicates that correlation is significant. Also, we can conclude that the correlation
coefficient of .38 is statistically significant, clearly indicating a significant negative
relationship among the age group of people and the number of fashion blogs they
follow.
RESULT

 There occurs a significant negative relationship between the age of people and
the number of fashion blogs followed, r (98) = 0.38 (value of Pearson’s r), since
p<0.05.
 DF (degree of freedom) = N-2= 100-2=98
CONCLUSION
 Through this test, we say that since the P- value is less than alpha hence, we
reject our null hypothesis which says that there occurs no relationship between
the age group of people and the number of fashion blogs they follow.
 Hence, we accept our alternate hypothesis which indicates that there occurs a
negative relationship between the age group of people and the fashion blogs, i.e.
as the age of people increases they tend to follow less fashion blogs. We can
conclude that our result is statistically significant.
ii. P - TEST FOR 2nd HYPOTHESIS TESTING
Fig 10: A figure showing the summary output of regression analysis of Age group of people w.r.t
to the number of purchases made by the people due to fashion blogs.
OBSERVATION
 The value of significance F or P- value which are same i.e. 0.002733269, is
highlighted through red colour.
 The value of alpha for our observation is 0.05.

 Now, since 0.002733269 is definitely less than 0.05 (value of alpha) which
indicates that correlation is significant. Also, we can conclude that the correlation
coefficient of .29 is statistically significant, clearly indicating a significant negative
relationship among the age group of people and the number of purchases made
by them under the influence of fashion blogs.
RESULT
the number of purchases made by them under influence of fashion blogs, r (98) =
0.29 (value of Pearson’s r), since p<0.05.
 DF (degree of freedom) = N-2= 100-2=98
CONCLUSION
 Through this test, we say that since the P- value is less than alpha hence, we
reject our null hypothesis which says that there occurs no relationship between
the age group of people and the number of purchases made by people under the
influence of fashion blogs.
negative relationship between the age group of people and the purchase made
by the people due to influence from fashion blogs. We can conclude that our
result is statistically significant.
iii. CHI - SQUARE TEST FOR 1st HYPOTHESIS TESTING

Fig 11: A figure showing the chi - square test performed to show the relation and accuracy of no
of bloggers followed and expected bloggers followed according to age of consumers.
OBSERVATION
 The value of output of chi - square test is 0.034270845.
 The value of level of significance for our observation is 0.05.
 Now, since is 0.034270845 is definitely less than 0.05 (level of significance/
confidence level) which indicates that the null hypothesis is rejected with the
alternate hypothesis, age group has a negative correlation with the number of
bloggers followed is proved true.
RESULT
the number of bloggers followed by them under influence of fashion blogs, since
p - value < 0.05.
CONCLUSION
 Through this test, we say that since the P- value is less than level of significance
hence, we reject our null hypothesis which says that there occurs no relationship
between the age group of people and the number of bloggers followed by people
under the influence of fashion blogs.
negative relationship between the age group of people and the number of
bloggers followed by the people due to influence from fashion blogs. We can
conclude that our result is statistically significant.

iv. CHI - SQUARE TEST FOR 2nd HYPOTHESIS TESTING
Fig 12: A figure showing the chi - square test performed to show the relation and accuracy of
purchase made after watching blogs according to age of consumers.
OBSERVATION
 The value of output of chi - square test is 0.013936202.
 The value of level of significance for our observation is 0.05.
 Now, since is 0.013936202is definitely less than 0.05 (level of significance/
confidence level) which indicates that the null hypothesis is rejected with the
alternate hypothesis, age group has a negative correlation with the purchases
made after watching blogs is proved true.
RESULT
the purchases made by them under influence of fashion blogs, since p - value <
0.05.
CONCLUSION
 Through this test, we say that since the P - value is less than level of significance
hence; we reject our null hypothesis which says that there occurs no relationship

between the age group of people and the purchases made by people under the
influence of fashion blogs.
negative relationship between the age group of people and the purchases made
by the people due to influence from fashion blogs. We can conclude that our
result is statistically significant.
HYPOTHESIS TESTING THROUGH RSTUDIO
i. LINEAR REGRESSION MODELLING FOR TESTING OF 1st HYPOTHESIS
PROCEDURE
 A ggplot2 point-graph between Age group of people & number of fashion blogs
followed by people is plotted, to see where do the original plotted points of the
data of the two variables fall while doing linear modeling.
Fig 13: A figure showing ggplot2 abline graph between Age group of people and the number of
fashion blogs followed by them with slope & intercept found for linear modeling.
 Then we find the negative correlation 7

between the two columns of our
hypothesis, i.e. Age group of people & the number of fashion blogs they follow.
This is instrumental in determining the strength & direction of relationship for linear
7

modeling. The correlation value is -0.6665196, which indicates that as the two
variables move in opposite direction, i.e. if variable A increases variable B
decreases which we can clearly infer.
 Then we find the slope and intercept of the original graph of the plotted points to
build the linear model of y=mx+c. The slope comes out to be -0.5398 &the
intercept is 29.3314.
 Then a ggplot2 graph was plotted with an abline. The abline geom is used to add
the above found slope and intercept into a line, by trying to linearly join the
maximum points it can in between the variables Age Group & No of fashion blogs
followed. The yellow line represents the abline in the graph.
 Then we do prediction for our dataset, wherein out of the total 100 observations
we select 70 samples because sample size is equal to the 70% of the total
number of data in the dataset. After that we assign 80% of the data of the sample
for training & 20 % of the data for testing. Then the samples are trained & tested.
 Then the dataset is trained and ggplot abline graph is plotted for both the actual
and predicted value of the relation between the variables. Red coloured abline
shows training data whereas the yellow coloured abline shows original data.
Fig 14: A figure showing the ggplot2 abline linear model between the actual (yellow) and predicted
values (red).
HYPOTHESIS TESTING THROUGH P-TEST IN RSTUDIO
COEFFICIENT - PR (>T) - The p-value testing has been used by us to check our
hypothesis. In this case our p-value is 2e-16, with two asterisks (***) with it, which

indicates that the significance value or alpha for this case is 0.001, and confidence
level would thereby be 99.99% which can be inferred from the summary. Now, since
we know that the p-value in this case is definitely very less than significance
level/alpha hence we reject null hypothesis and say that the result is statistically
significant.
P- VALUE
SIGNIFICANCE
VALUE
Fig 15: A figure showing hypothesis testing procedure using P-value from the summary of linear
modeling of Questionnaire dataset.
CONCLUSION
We reject null hypothesis that have been formulated and accept the alternate
hypothesis which states that there occurs negative correlation/relation between the
Age Group and Number of fashion blogs followed. But according to the linear model
we can see a negative linear relationship between the Age Group & Number of
fashion bloggers they follow.
ii. LINEAR REGRESSION MODELLING FOR TESTING OF 2nd HYPOTHESIS
PROCEDURE

The procedure for testing of hypothesis-2 through Rstudio remains the same, with
just the values of slope and intercepts values being changed.
Fig 16: A figure showing ggplot2 abline graph between Age group of people and the number of
purchases made by people under the influence of fashion blogs with slope & intercept found for linear
modeling.
Fig 17: A figure showing the ggplot2 abline linear model between the actual (yellow) and predicted
values (blue) of Questionnaire dataset.
HYPOTHESIS TESTING THROUGH P-TEST IN RSTUDIO
COEFFICIENT - PR (>T) - The p-value testing has been used by us to check our
hypothesis. In this case our p-value is 2e-16, with two asterisks (***) with it, which
indicates that the significance value or alpha for this case is 0.001, and confidence
level would thereby be 99.99% which can be inferred from the summary. Now, since
we know that the p-value in this case is definitely very less than significance
level/alpha hence we reject null hypothesis and say that the result is statistically
significant.

P-
P- VALUE
SIGNIFICANCE VALUE
VALUE
Fig 18: A figure showing hypothesis testing procedure using P-value from the summary of linear
modeling of Questionnaire dataset.
CONCLUSION
Age Group and Number of purchases made by people under the influence of fashion
blogs. But according to the linear model we can see a negative linear relationship
between the Age Group & Number of purchases made due to fashion bloggers they
follow.
iii. PEARSON’S CHI - SQUARE TESTING OF 1st HYPOTHESIS
Fig 19: A figure showing the results of chi - squared test performed in R - Studio.
PROCEDURE
 The columns, No_of_bloggers_followed and Expected_bloggers_followed are
selected for chi - square testing to evaluate the p - value.

 Using the Pearson’s chi square testing, the p - value was calculated.
RESULT
 The result of the testing was 4.3511e-11 which is less as compared to the
significance level 0.001 and confidence level would thereby be 99.99%.
 Since the p-value in this case is definitely very less than significance level hence
we reject null hypothesis and say that the result is statistically significant.
CONCLUSION
Age Group and bloggers followed by people under the influence of fashion blogs.
iv. PEARSON’S CHI - SQUARE TESTING FOR 2nd HYPOTHESIS
Fig 20: A figure showing the results of chi - squared test performed in R - Studio.
PROCEDURE
 The columns, No_of_Purchases_made_due_to_Fashion_Blogs and
Expected_bloggers_followed are selected for chi - square testing to evaluate the p
- value.
 Using the Pearson’s chi square testing, the p - value was calculated.
RESULT
 The result of the testing was 3.245e-11 which is less as compared to the
significance level 0.001 and confidence level would thereby be 99.99%.
 Since the p-value in this case is definitely very less than significance level hence
we reject null hypothesis and say that the result is statistically significant.

CONCLUSION
Age Group and purchases made by people under the influence of fashion blogs.
EXPECTED OUTCOMES
After the accomplishment of the research, we expect to find the significance of age in
determining the buying behaviour of the Indian Internet users influenced by fashion
blogs. Also, through this research we hope to find the amount of time an individual
spends on these fashion blogs through social media, especially the youth. We would
get an overview about how effective the fashion blogs have been in making trends
popular among the target group of our respondents. The completion of this research
hence would give an outlined answer about the above stated objectives.
KEY FINDINGS
 From all the tests performed above, we can clearly infer that people beyond the
age group of 35 years don’t refer to fashion blogs while making purchase
decisions.
 The number of fashion blogs thus followed by the people more than the age of 35
years also tends to remain very less, on an average 2-3 fashion blogs.
 Most of the people in the age group of 18-35 years follow fashion blogs to seek
fashion inspiration, and to know about the current trend updates. The main
objective of referring to the fashion blogs is to seek inspiration.
 Most of the people under the age 35 years, follow fashion brands because these
blogs direct them to the websites, where the user can buy the product they like
from the blogger.
 Most of the people are encouraged for purchase of the goods that are endorsed
by the brand due to the fact because they find that fashion bloggers have a good
personality. The positive feedbacks as comments on their posts make people trust
their reviews and the products being promoted by them.

 On an average, people in the age group of 18-35 years follow 15-20 fashion
blogs.
 On an average, millennials have made 20-25 purchases under the influence of
fashion blogs.
SUGGESTIONS
 Since, the fashion blogs are mostly prevalent on the social media platforms, or
other technical domains, it becomes increasingly important for them to increase
their promotional base on other platforms like magazines, newspapers, radio etc.
which are generally referred by the Indian masses. This would go a long way in
increasing their current target base.
 Also, most of the people don’t refer these blogs because people consider their
authenticity as ambiguous. Hence, they should create a special feedback system
on their websites or put a review system which allows other people to refer their
blog and trust them since this would challenge the mindset of the people against
the blogs.
LIMITATIONS
 The sample size was not as large as the research demanded. The study has
used a sample of 100 internet users.
 There were some time restrictions around the period of data collections that
caused seasonality to become a factor and may have precluded a large data set.
 The location of this study limits the availability of fashion experts to reach out to,
therefore, adding to the lack of information presented on this study specifically.
 The research studies were conducted mostly amongst NIFT students, family,
friends and relatives, but it is recommended for it to be undertaken in other
countries and since culture and lifestyle of bloggers and blog readers differ its

findings may be useful and applicable for marketers, in particular from companies
that operate in global markets.
 The limitation to the study is the online survey in the form of using structured
questionnaire which was conducted using Google forms. and since the study is
declaratory in nature, it does not offer assurance of compliance with genuine
opinions and behaviors.
 There was a predefined time period wherein we had to complete our research
document, hence time constraint was a major issue facing us all in collecting of
qualitative data which requires a lot of time to be collected.
 Also, the sampling method chosen was convenient sampling because we as
students had no transportation facilities amidst the lockdown thereby making
reaching out to people from different sectors difficult.
CONCLUSION
 More than half of the respondents are followers of fashion blogs.

 The most frequent reason for higher age categories for not browsing fashion
blogs was the lack of awareness in blogs.
 A significant number of the respondents sought the information on fashion blogs
several times a month.
 The main reason for visiting fashion blogs is to seek clothing and accessories
posts.
 The overwhelming majority of respondents declared that they found the opinions
about products and brands, presented on the blogs credible. Credibility is a factor
that greatly affected purchasing decisions of the respondents.
 Moreover, the respondents of age category 15 - 25 years claimed that they
sometimes bought clothes and accessories which were the same as or similar to
the ones that they had previously seen on fashion blogs and this is an important
conclusion for marketers responsible for fashion products.

 Some respondents of age category 35 - 57 years indicated fashion magazines
and Internet fashion websites as other important sources, besides fashion blogs,
of information about fashion.
 It can thus be concluded that managers in charge of managing brands, especially
in respect of fashion-related products ought to take cognizance of blogs that have
turned out to be influential sources of information for customers in their
promotional strategies.
 The study suggests how fashion bloggers have emerged as universal brand
ambassadors, fashion trendsetters, and market influencers who have the ability
to increase brand exposure and audience awareness for designers in the fashion
industry to needs to work on increasing awareness among higher age categories.

BIBLIOGRAPHY
 Review of Literature: Journals-
I. Hartvedt & Solberg, 2013, Impact of Fashion Bloggers on Consumer

Purchase Decisions
II. Sudha M., Dr. Sheena k (September’2017), SCMS Journal of Indian
Management
III. Taimie_Saak, DOI: 10.13140/RG.2.2.20675.40480, Oct’2014
IV. Understanding Role of Blogger’s Recommendations on Consumer Purchasing
Behaviour, Alsaleh,2017
V. Gema Martínez Navarro, Mencía de Garcillán López-Rúa (15/06/2016),
Research Paper- the influence of blogs in fashion in consumer behaviour: an
exploratory approach
VI. Consumer activity in social media: Managerial approaches to consumer’s
social media behavior, Heinonen, 2011
VII. Gema Martínez Navarro, Mencía de Garcillán López-Rúa (15/06/2016),
Research Paper- the influence of blogs in fashion in consumer behaviour: an
exploratory approach (Translation in English)
VIII. The Power of Bloggers on Purchasing Decisions, Nea Maria Nousiainen, 04
November 2014
IX. Blogging as social activity, or, would you let 900 million people read your
diary, Bonnie A. Nardi, Schiano, and Michelle Gumbrecht (Dec’ 2004)
X. Fashion blogs as the information sources about trends and new products in
fashion management, Joanna Wiażewicz, Beata Zatwarnicka-Madura, June
2016
 www.researchgate.net
 www.onlinelibrary.wiley.com

GLOSSARY
i. Blogs- A regularly updated website or web page, typically one run by an individual
or small group, that is written in an informal or conversational style.
ii. Bloggers- A person who regularly writes material for a blog.
iii. Fashion Blog- Fashion blogs are blogs that cover the fashion industry, clothing,
and personal style.
iv. Purchase decision/ Buying Behavior- It is the thought process that leads a
consumer from identifying a need, generating options, and choosing a specific
product and brand.
v. Influencers- A person with the ability to influence potential buyers of a product or
service by promoting or recommending the items on social media.
vi. Non-random convenience sampling- A convenience sample is a type of non-
probability sampling method where the sample is taken from a group of people easy
to contact or to reach. The only criteria are whether participants agree to reach &
participate.
vii. Pivot Chart- It is the visual representation of a pivot table in Excel, to
summarize, analyze, explore, and present summary data.
viii. Digital Marketing – It is the component of marketing that utilizes internet and
online based digital technologies such as desktop computers, mobile phones and
other digital media and platforms to promote products and services.
ix. Negative Correlation- Negative correlation is a relationship between two
variables in which one variable increases as the other decreases, and vice versa.
x. Rstudio- It is an integrated development environment for R, a programming
language for statistical computing and graphics, which in this research has helped us
for hypothesis testing.

ANNEXURES
The online questionnaire that was made on google forms to get an insight about the
impact of fashion blogs on its user is attached below. This questionnaire covers all
the important questions necessary for the determination of the ramifications of
fashion blogs on the buying pattern of its users.
PART (A) - ATTATCHED QUESTIONNAIRE
Q1) What age group do you belong to?

 Below 20 years
 21-25 years
 26-30 years
 31-35 years
 Above 35 years
Q2) Gender
 Female
 Male
 Other
Q3) What is your monthly expenditure/pocket money?

 Less than INR 5,000
 INR 5,000-INR 15,000
 INR 15,000-INR 25,000
 Above INR 25,000
Q4) What is your marital status?

 Single
 Married
Q5) From where do you get your inspirations about fashion from?
 Fashion blogs
 Fashion Magazines
 Friends and family
 Designers
 Other:
Q6) Do you follow any fashion bloggers?

 Yes
 No
 Maybe
Q7) On an average, how many fashion bloggers do you follow?

 More than 10
 5-10
 2-5
 1
 None
Q8) On average, how often do you visit a particular Instagram/YouTube account of

a blogger you like?
 Daily
 Every few days
 Weekly
 Every other week
 Monthly
 Yearly
 Never
Q9) What kind of posts would interest you the most?

 Clothing and accessories
 Beauty products
 Personal/Lifestyle posts
 Product Reviews
Q11) Have you made a purchase after viewing a particular blog?
 Yes
 No
Q10) What do you hope to gain from watching and following fashion blogs? (Tick
as many as appropriate)
 To find out about new brands and products
 Fashion inspiration
 Current events and trend updates in fashion
 I enjoy keeping up with bloggers life/lifestyle
 Opinions and recommendations
 Other
Q11) When are you most likely to engage with a blog?

 First thing in the morning when you check your phone/computer
 Commuting to work/education
 Lunch breaks
 Free time during the day
 In the evening
Q12) What features do you like most about blogs? (Tick as many as appropriate)
 Competitions and giveaways
 Discount Codes
 Tagged items that take you straight where to buy

 Emails when new blog is posted
 Collaborations with brands or other bloggers
 Other
Q13) What features do you like least about blogs? (Tick as many as appropriate)
 Competitions and giveaways
 Discount Codes
 Tagged items that take you straight where to buy
 Emails when new blog is posted
 Collaborations with brands or other bloggers
 Other
Q14) Which of the following statements do you agree with? (Tick as many as
appropriate)
 Fashion Bloggers influence my online purchases
 Fashion Bloggers introduce me to products and/or brands I never knew
about
 I trust new products and/or brands as a result of a fashion blogger posting
about it
 I consult fashion blogs first about a particular product and/or brand that I am
considering buying
 Fashion blogs help to make my overall decision making process easier
Q15) If fashion bloggers are encouraging your online purchases, how are they
doing this? (Tick as many as appropriate)
 They direct me to the website where I can buy
 The blogger made the item look good
 I aspire to be like them
 I was only needing more confirmation and I got that from the blogger
 They don't encourage me to make a purchase
 Other:
Q16) Fashion bloggers encourage me to purchase more if they (Tick as many as

appropriate)
 Are attractive
 Are relatable
 Have a good personality
 Have a lot of followers/readers
 Have a genuine admiration of a brand
 Are popular among my friends or peers
 They don't encourage me
Q17) Which of the following statements do you agree with? (Tick as many as
appropriate)
 Bloggers with a high readership or following are more credible in my opinion
 Bloggers who are more credible make me purchase more

 Bloggers who promote a number of conflicting brands at once are
untrustworthy (e.g. - budget brands and luxury brands)
 Bloggers who appear to be promoting brands/products through paid
advertisements put me off purchasing
 I forget about bloggers who do not post frequently enough
 Bloggers who post too often annoy me

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RESEARCH METHODOLOGY

RESEARCH PROPOSAL FOR JURY

TOPIC – RESEARCH PROPOSAL ON INFLUENCE OF

SUBMITTED TO – MR. SUMIT KUMAR SUBMITTED BY – NIKITA

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 1

As a part of the Research methodology curriculum and in order to gain practical

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 2

We would like to express our gratitude to everybody who has assisted us in

They helped us to understand the intricate issue involved in doing a research,

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 3

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 4

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 5

Figure 1 A flowchart representing steps taken for the study of effect of

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 6

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 7

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 8

KEYWORDS: Blogs, Fashion Blogs, Bloggers, Purchase Decisions, Buying

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 9

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 10

WHY CONSUMERS USE BLOGS?

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 11

WHY FASHION BLOGS HAVE BECOME SO POPULAR?

AGE GROUP MORE INCLINED TOWARS ONLINE SHOPPING

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 12

EFFECT OF BLOGS ON FASHION INDUSTRY

BLOGS AS A MOTIVATION PLATFORM

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 13

FASHION BLOGS AS A DIGITAL MARKETING TOOL 3

FASHION BLOGS AS AN EFFECTIVE WAY TO REACH AUDIENCE

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 14

POWER OF BLOGS ON PURCHASING DECISIONS

EFFECT OF FASHION BLOGS ON YOUTH

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 15

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 16

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 17

PROBLEM DATA REVIEW OF

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 18

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 19

III. DATA COLLECTION TECHNIQUES

PRIMARY DATA COLLECTION TOOLS

SECONDARY DATA COLLECTION TOOLS

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 20

GRAPH (1) – AGE CATEGORIES OF CONSUMERS FOLLOWING BLOGGER

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 21

GRAPH (2) – GENDER VISITING BLOGS FREQUENCY

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BHUBANESWAR 22

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HYPOTHESIS TESTING THROUGH EXCEL

i. P - TEST FOR 1st HYPOTHESIS TESTING

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ii. P - TEST FOR 2nd HYPOTHESIS TESTING

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iii. CHI - SQUARE TEST FOR 1st HYPOTHESIS TESTING

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HYPOTHESIS TESTING THROUGH RSTUDIO

i. LINEAR REGRESSION MODELLING FOR TESTING OF 1st HYPOTHESIS

 Then we find the negative correlation 7