A Study On The Effect of Fashion Brands On Body Image and Diet Culture

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A Study on the Effect of Fashion Brands on

Body Image and Diet Culture
Submitted To:
Professor Soni George
Head of Department - Department of Management Studies
St. Xavier’s College (Autonomous) ,Mumbai
Date of Submission: 19 February 2023
Akshata Sambyal 100 214115
Simran Gupta 104 214119
Milind Jain 107 214122
Hardik Dhawan 112 214127
Mervin Gonsalves 141 214165

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Certificate
This is to Certify that the undersigned have successfully completed this project
on Research Methods in Business on the topic:
‘A Study on the effect of the fashion industry on diet culture

and body image among GenZ and Millenials’
Under the guidance of Professor Soni George [Head of Department - Department of

Management Studies, at St. Xavier’s College (Autonomous),
Mumbai] Between the months of December 2022 and February
2023.
Akshata Sambyal Simran Gupta
Milind Jain
Hardik Dhawan MervinGonsalves

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DECLARATION
We, the student research team from SYBMS St. Xaviers University, declare that we
have conducted a market research study on the topic of diet culture and fashion industry.
The objective of the study was to gain insights into the impact of fashion brand
marketing on the body image of the consumers.
The research was conducted through a combination of online surveys and in-depth
interviews with a diverse sample of individuals from different age groups, genders,
ethnicities, and socioeconomic backgrounds. The data collected was analysed using
both quantitative and qualitative research methods to provide a comprehensive
understanding of the topic.
We confirm that all the data collected was kept confidential and anonymous, and the
participants were informed of the purpose of the study and their right to withdraw at
any time. The research was conducted in accordance with the ethical guidelines and
standards set by our organisation.
We believe that the insights gained from this research will be valuable for individuals,
organisations, and policymakers to adjust to the changing psychological needs of the
customers with a modern outlook on body diversity and positivity.
Signed:
SYBMS, St. Xaviers University

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ACKNOWLEDGEMENT
This report was possible due to the meaningful inputs and insights of
numerous people along its course. We would like to sincerely thank each of
them. We, primarily, would like to express our gratitude towards Professor
Soni George, who taught us this subject of ‘Research Methods in Business’,
for training us and providing us with the necessary knowledge and skills to
complete this project. Her immense knowledge of the subject made it
possible for us to approach her for guidance and concept clarifications,
which she never failed to provide. The quality of this report has reached its
current level because of her contributions.
We are grateful to all our respondents, for taking the time to fill out our
questionnaires and provide us the data which is the very source of our
analysis. Lastly, we would like to thank everyone who helped circulate our
questionnaires, and also acknowledge our parents, relatives and friends for
their support and inputs to this project.
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TABLE OF CONTENTS
Particulars Page No.

Sr No.
1. Executive Summary 6
2. Introduction 7
3. Literature Review 9
4. Research Methodology 24
5. Analysis tools used 27
6. Univariate Analysis 29
7. 41
CHI SQUARE TESTS
8. Z TESTS 88
9. KOLMOGOROV SMIRNOV TESTS 154
10. CORRELATION 200
11. ANOVA TESTS 212
12. Major Findings 216
12. Conclusion 244
13. Limitations 248
14. References 249
15. Appendix 251

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1.EXECUTIVE SUMMARY
The fashion industry encompasses the design, manufacturing, distribution,

marketing, retailing, advertising, and promotion of all types of apparel (men’s,
women’s, and children’s) from the most rarefied and expensive haute couture
(literally, “high sewing”) and designer fashions to ordinary everyday clothing—
from couture ball gowns to casual sweatpants. Sometimes the broader term
“fashion industries” is used to refer to myriad industries and services that employ
millions of people internationally.
The fashion industry is a product of the modern age. Prior to the mid-19th century,
virtually all clothing was handmade for individuals, either as home production or
on order from dressmakers and tailors. By the beginning of the 20th century—
with the rise of new technologies such as the sewing machine, the rise of global
capitalism and the development of the factory system of production, and the
proliferation of retail outlets such as department stores—clothing had increasingly
come to be mass-produced in standard sizes and sold at fixed prices.
Body image is a combination of the thoughts and feelings that you have about
your body. Body image may range between positive and negative experiences,
and one person may feel at different times positive or negative or a combination
of both. Body image is influenced by internal (e.g. personality) and external (e.g.
social environment) factors.
Diet culture is the pervasive belief that appearance and body shape are more
important than physical, psychological, and general well-being. It's the idea that
controlling your body, particularly your diet—by limiting what and how much
you eat—is normal.
Diet culture also normalizes labeling foods as good or bad and thinking of food as
transactional—something that you either earn or don't deserve depending on how
you've eaten and worked out. Not only is food labeled, but people may label
themselves as good or bad for consuming these foods.
People who have been conditioned to accept diet culture as a normal way of life
may have a poor self-image, regularly participate in negative self-talk, and believe
that being thin makes a person better than someone who is not. They may also
have an all-or-nothing mentality.
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2. INTRODUCTION
What is positive body image or body acceptance?
When a person is able to accept, appreciate and respect their body, they may be
described as having a positive body image. This is not the same as body satisfaction, as
you can be dissatisfied with aspects of your body, yet still be able to accept it for all its
limitations. Positive body image is important because it is one of the protective factors
which can make a person less susceptible to developing an eating disorder.
A positive body image is associated with:
• Higher self-esteem, which dictates how a person feels about themselves, can
impact on every aspect of life and contribute to happiness and wellbeing.
• Self-acceptance, making a person more likely to feel comfortable and happy
with the way they look and less likely to feel impacted by unrealistic images
in the media and societal pressures to look a certain way.
• Having a healthy outlook and behaviours, as it is easier to lead a balanced
lifestyle with healthier attitudes and practices relating to food and exercise
when you are in tune with, and respond to, the needs of your body.
What is body dissatisfaction?

Body dissatisfaction occurs when a person has persistent negative thoughts and feelings
about their body. Body dissatisfaction is an internal emotional and cognitive process
but is influenced by external factors such as pressures to meet a certain appearance
ideal. Body dissatisfaction can drive people to engage in unhealthy weight-control
behaviours, particularly disordered eating. This places them at heightened risk for
developing an eating disorder.
This leads to adopting toxic DIETING TRENDS AND REGIMEN to make oneself
feel better about one’s body and appearance. With short term sight and lack of
intellectual depth, this is vey prevalent in adolescents and young adults.
Diet Culture As an Unhealthy Obsession

Labeling yourself as good or bad based on the foods you eat can lead to worsening
disordered eating habits and may lead to an eating disorder.
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Trying to rigidly stick to consuming only food deemed as good, as virtuous as it

sounds, can be considered an eating disorder called orthorexia.
Orthorexia is considered an extreme form of clean eating—an obsessive focus on what

the person believes to be the "correct" healthy diet. This obsession leads to interference
with everyday life, including social, emotional, and more.
Some characteristics of orthorexia include:
• A restrictive diet
• Rituals based around eating
• Avoidance of foods not considered “good” or healthy
Diet culture contributes to orthorexia because it encourages avoiding foods or

restricting your diet. Examples include avoiding gluten when you do not have an
intolerance or allergy, extreme versions of veganism, extreme low-fat or
lowcarbohydrate diets, detoxes, cleanses, and avoiding all GMOs or non-organic foods.
Orthorexia can lead to other disorders such as anorexia nervosa and

obsessivecompulsive disorders, including body dysmorphic disorder.6 Eating disorders,
as well as disordered eating behavior, can result directly from the poor body image that
occurs due to diet culture and the glorification of thinness.
This lack of confidence in one’s own body and appearance stems from the
presentation of ‘ideal body types’ by social media, traditional media, clothing
brands and the fashion industry.
There is little denying that the fashion industry has had a toxic relationship with body
image.
The sector, and some of the media outlets that support it, have a long history of
promoting unrealistic standards of beauty, and to some extent continues to do so
through its design, model, and marketing choices. This continues to affect women
across our society. At best, it dents our self-esteem, and at worst, it can be outright
deadly. A recent study showed that one in eight adults in has had suicidal thoughts over
their body image.
Thankfully, we are starting to see some attempts to turn the tide. The body positivity
movement emerged in the early 2010s as a dedicated social media campaign to support
and celebrate the vast majority among us who do not meet such narrow and inaccurate
definitions of beauty.
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People are taking selfies that celebrate themselves — whether they are plus size, gender
atypical, scarred, or experiencing conditions that have generally caused them to be
marginalized. The fashion industry has started to take notice, with some brands
embracing the movement and making changes that reflect a new perspective on beauty.
However, this doesn’t mean to say that the fashion industry has reached the point at
which it is always or often walking the talk.
Product For The People
Too often there is a sense of unattainability, and an elitism that presents fashion in such
a way that many consumers are not able to relate to it. Companies utilize models and
lifestyles in a way that gives a distinct impression that fashion is not intended for a
percentage of consumers. This is bolstered by the fact that labels fail to produce
products in the full range of sizes and shapes.
The body positivity movement has made strides in pushing brands to broaden their
product range. Nike’s plus-size range is an excellent example here. In 2017, the
sportswear brand took note of demand for plus-size products, and produced a range that
celebrates the shape and ethnic diversity of women who are “stronger, bolder, and more
outspoken than ever.” Nike bolstered this by introducing plus-sized mannequins into
stores, demonstrating a positive attitude to sizes that are relatable to its consumers. This
was not only a positive step with regard to the accessibility of the product, but it also
sparked more discussions.
However, it can often seem as though these kinds of changes only arise when brands
are pressured into them. Diverse thinking needs to play a part at the beginning of the
design process, rather than being an afterthought. This means that the fashion industry
must put more work into addressing the weight bias of its contributors. When designers
discriminate against consumers of diverse sizes and appearances because of their
negative, inaccurate perceptions of these people and their lifestyles, they perpetuate
serious social damage.
Therefore, we have decided to study the relation between these 3 phenomena and
several oter related facors.
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3.LITERATURE REVIEW:
1.BODY IMAGE
Group7
Department of management, St. Xavier’s College, Mumbai

Research Methods in Business Prof.
Soni George
19.02.2023
Body image researchers attempt to understand adolescents' concerns about their

physical appearance and bodies. This essay reviews current research addressing
adolescents' body image. The importance of understanding body image given rising
concerns about adolescents' vulnerability to both obesity and eating disorders is
reviewed, as well as the significance of body image to other areas of development. Body
image concerns are widespread among individuals in industrialized countries and are
associated with serious health concerns including eating disorders, depression, and
obesity. Negative body image has historically gained more attention because of its
association with psychiatric disorders such as anorexia nervosa and bulimia nervosa.
Even adolescents who do not meet criteria for these disorders may suffer from body
image problems.
1.1 Historical
Understanding of
Body Image
"Body image" research began in the early 1900s and originally focused on self-image
or self-concept among individuals with mentaldisorders or intellectual disabilities. Of
all the body image publications, the vast majority can be found in abnormal, clinical,
health/medical, or social/personality journals.
Adolescents’ Body Image: Recent Trends and Statistics
Concerns regarding body image clearly develop prior to adolescence, particularly
among girls. Some research suggests that girls as young as 3 - 5 years old begin to
express dissatisfaction with their bodies. Body dissatisfaction has even been referred to
as a "normative discontent" among children ages 7 – 10 in Brazil. The majority of
research on body image has focused on girls and women. Some estimates indicate that
9–81% of preadolescent and adolescent boys are dissatisfied with their bodies. Smolak
(2004) has suggested that during adolescence boys become concerned with both their
body size and muscularity.
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1.2 Contemporary Importance of Understanding

Adolescents’ Body Image:
1/3 of children and adolescents are overweight and 1/6 are considered obese. As
Americans grow heavier, they also appear to grow increasingly afraid of food. There
seems to be an association between our march toward obesity and our love of an
emaciated female body and a fit male physique. The focus on being thin and fit may
indirectly fuel the obesity crisis. Adolescents should redirect their energy away from
efforts to maintain an unrealistic, idealistically thin and/or muscular physique. Instead,
they should focus on feeling positive about their bodies and making healthy long-term
choices about food and physical activity.
1.3 Contemporary Importance of Understanding

Adolescents’ Body Image:
Body dissatisfaction has been found to consistently predict disordered and maladaptive
eating behaviors as well as other psychological problems (e.g., clinical eating disorders,
depression) among girls. Among boys, body image concerns appear to be concurrently
associated with dieting, weight-loss strategies, low self-esteem, depression, eating
disorders.
1.4 Developmental Significance of

Body Image
Developmental researchers are uniquely suited to understand body image in the

context of other physical, psychological, and social experiences.
Puberty is a physical and socially embedded experience with implications for body
image. Girls typically gain a significant amount of weight during puberty, and weight
status is often viewed as the most reliable correlate of body dissatisfaction. The timing
of girls' pubertal development relative to their peers also appears to be significant, with
earlier developers more inclined to gain more weight and most likely to report greater
body dissatisfaction. Research suggests that puberty may be a risk factor for boys' body
image, as they desire to be larger and more developed than they perceive themselves.
However, post-pubertal boys tend to have higher body satisfaction than prepubertal or
currently experiencing boys. Early puberty and the ultimate result of puberty appears to
be favorable for most boys.
Identity: Body image is an important part of adolescent development, particularly for

young women who tend to explore their identity more and internalize societal ideals of
physical appearance. Harter's work suggests that adolescents' perceptions of their
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physical appearance contribute most significantly to their overall sense of self.

However, there is little research on their connection. In one study of late adolescents
from Sweden, young women's interpersonal identity commitment and exploration were
associated with perceiving that others viewed their appearance more positively, while
young men, on the other hand, evaluated their appearance in more positive ways.
Identity development is heavily influenced by cultural context, parental feedback, peers,
and media. Body image may also be related to the types of careers individuals choose
and the formation of an identity within a particular field or workplace. Research
suggests the importance of considering adolescents' cultural and ethnic background in
efforts to understand their body image. African American girls are at increasing risk of
body and appearance-related concerns, and a meta-analysis indicates few racial/ethnic
differences in body dissatisfaction among White, Asian American, Hispanic, and Black
girls and women. However, some research suggests body image concerns are central to
identity development.
Family Relationships: Adolescents' relationships with their family members,

particularly their parents, change during this developmental period. Research suggests
that physical intimacy decreases and communication patterns shift to include both
emotional connectedness and conflict. Low levels of family expressiveness have been
linked to adolescents' body image and disordered eating behaviors. Longitudinal
research examining both adolescent girls and boys further shows a link between parental
support deficits and future increases in body dissatisfaction. Gendered influences on
body image are more consequential for girls' and boys' body image development, and
may become more salient as their bodies undergo puberty.
Parents' influences on body image development may be most significant when they
actively encourage their adolescent to try to lose weight or participate in dieting
techniques. Some research suggests that messages from fathers are predictive of both
strategies to lose weight and increase muscles among boys, with girls' mothers being
primary influences on their body-change strategies. Additionally, some research
suggests that parents may indirectly teach their adolescents to be dissatisfied with their
bodies, and that parents' behavioral correlates of their own body dissatisfaction are
associated with similar attitudes and behaviors among their children. However, when
parents convey positive body image messages, their adolescents are found to report
feeling more positively about their bodies.
Peer Relationships: Peer relationships are an important developmental period for

adolescents, and research suggests that both adolescent girls and boys talk with their
friends about their appearances and change their bodies. Girls are more likely to
compare themselves to their same-sex peers and other models, but social comparison
has negative body image consequences for both boys and girls. Boys may experience
more pressure from peers than girls, and girls' friends are more influential than parents.
Additional research will help clarify discrepancies across studies. Peer teasing has been
found to be particularly detrimental to the development of body image, with a large
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portion of adolescents (33% of boys and 50% of girls) being teased about their bodies.
Teasing often begins prior to adolescence and has been associated with weight status at
both extremes. Regardless of the focus of peers' teasing, correlates of adolescents'
experiences of teasing include low body esteem, body dissatisfaction, and an interest in
changing their physical appearance.
Romantic Relationships: Romantic relationships typically begin during the adolescent

years, and research has found that adolescent girls with higher weight statuses are less
likely to report romantic relationship experiences and a sense of romantic competence.
Additionally, adolescent girls who are in romantic relationships may be more likely to
try to change their bodies via dieting, and perceived pressure to be thin from romantic
partners has been associated with body dissatisfaction and disordered eating. The
mating literature suggests the importance of physical appearance in mate selection, and
research suggests that romantic partners may not only shape women's feelings about
their bodies, but may influence their vulnerability to disordered eating and their general
psychological health. Future research is needed to explore the parallel experiences of
romantic relationship development and body image development during adolescence.
Media Influences: Media influences adolescent development, and research suggests

that exposure to idealized media images leads to decreased body satisfaction. Media
celebrities are particularly influential on girls' feelings about their bodies and their
attempts to alter the appearance of their bodies. As girls progress through adolescence,
they become increasingly aware of sociocultural messages regarding thinness and
compare themselves to beauty ideals. Media exposure is associated with body
dissatisfaction, decreases in self-esteem, and increases in depression, regardless of
ethnic background. Social media is also linked to increased body dissatisfaction and
disordered eating. Body dissatisfaction among adolescents is expected to be higher than
it is if all adolescents were equally vulnerable to the media messages they receive about
what constitutes an attractive physique. However, some research suggests that
adolescents who are more concerned about their appearance or value their appearance
relatively more than their peers may be especially vulnerable to media influences. Peer
appearance conversations may play an integral role in deciphering media messages and
valuing them in terms of their importance and relevance. Future research is needed to
understand how the media interacts with other sociocultural and personality influences
in shaping adolescent development. Media literacy is a promising tool for improving
body image among adolescents, but there is little evidence of its effectiveness. Future
research should explore the effectiveness of online interventions and media literacy to
refine the best means to improve body image.
1.5 Conclusions and Future Directions

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Research suggests that adolescents are at risk for body dissatisfaction and that this
dissatisfaction has the potential to negatively impact their social relationships, health,
and well-being. To improve adolescent girls' and boys' body image, longitudinal
research is needed to discern the long-term correlates and consequences of body
dissatisfaction. Additionally, positive body image research has begun to examine what
it means to feel good about one's body, who does feel good about their bodies, and how
to encourage positive body image across genders, age, and ethnic and racial groups.
Intervention strategies that include thinking about the body in more positive ways
should be implemented more often to empower adolescents to think about their bodies
in a less appearance-focused and more inspiring way.
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2.CULTURAL TRENDS AND EATING

DISORDERS
Group7

Soni George
19.02.2023
2.1 INTRODUCTION:
It has long been understood that culture plays a crucial role in determining the
origin, progression, and severity of eating disorders. Eating disorders were
previously seen of as distress idioms formed by the particular cultural context in
which they arose .
When eating disorders were initially identified in Western Europe and North
America, researchers believed that they were 'culture-bound illnesses' caused by
distinct cultural traits. The advent of eating disorders in Western Europe and
North America and the assumption that they don't exist in non-Western cultures
led to the idea that specific aspects and traits of "Western" society must be solely
to blame for the birth and spread of these psychopathologies. As a result, when
eating disorders started to arise in some non-Western nations, their emergence
was seen as proof that this new civilization had embraced and embraced the
Western ideas, practises, and aspirations that were assumed to be connected to the
onset of eating disorders. The "Westernization" theory, in other words, was
founded on the presumption that increased contact and interaction with the West
- and hence, "Western culture" - led to the spread of eating disorders among
nonWestern people. In this study, we highlight cross-cultural trends in eating
disorders that have been recently identified. First, we discuss recent
epidemiological research on bulimia nervosa and anorexia nervosa in North
America and Western Europe. Then we draw attention to a growing corpus of
research on the global emergence and growth of eating disorders among specific
other cultures. The newly available information reveals cultural patterns about
eating disorders in Asia, the Arab world, as well as among Latina and Black
American populations in North America - groups where eating disorders are more
prevalent formerly believed to be missing or highly limited. Collectively, these
patterns upend preconceived notions and give guidance for updating our
conceptualization of sociocultural variables and the emergence of eating
disorders.
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2.2 EATING DISORDERS IN ASIA:
Although one might speak generally about the "rising of eating disorders in Asia,"
a closer examination soon reveals that the history of eating disorders in Asia is
actually a collection of numerous smaller, separate stories. Early reports of eating
disorders typically appeared as a nation's growth and pace of development
accelerated, effectively speeding up the processes of industrialization,
urbanisation, and modernization. In light of this broad perspective, the Asian
experience supports the paradigmatic relationship between the formation of eating
disorders and a "culture in transition" with regard to economic development and
industrialization.
In the 1970s, eating disorders first surfaced in Japan . Shortly afterward, other
quickly industrialising Asian nations including Hong Kong , Malaysia , and South
Korea also reported eating disorders. In contrast, eating disorders were not
reported in less economically developed Asian nations like China, Taiwan,
Thailand, and other parts of Southeast Asia until the late 1990s and the first decade
of the new century, as those cultures started to industrialise and go global.
In Japan, eating disorder rates steadily increased throughout the 1980s and 1990s
until they were comparable to estimates from Western countries. However, data
from the last few years suggest that, like many Western nations, the incidence and
prevalence of eating disorders have since levelled off in Japan. Although it
appears that eating disorders are growing more prevalent as data from other Asian
nations become available, estimates of their incidence are still lower in most Asian
nations than in the WesT. China is an exception to Asia's normally lower
incidence of eating disorders. Prevalence rates were comparable to those found in
age-matched Western populations in a recent large survey of Chinese female
university students. In addition, a 2013 examination of trends in BMI by sex
among adolescents aged 17 to 18 years discovered a significant rise in the
frequency of underweight among Chinese females born after 1991 between 2004
and 2011. In contrast to the overall rising population weight, this increase was
positively correlated with socioeconomic status and raises the possibility of
developing body image and weight worries within this group, which in turn raises
the likelihood of eating disorders.
According to recent studies, dieting, body dissatisfaction, and poor weight
perception have become increasingly pervasive throughout Asia and are
connected with an increased risk for eating disorders. In fact, there is some
evidence to support the idea that levels of body dissatisfaction and disordered
eating habits may exceed those reported in the West in some Asian communities,
including Singaporean and South Korean women. Asian males may be more
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susceptible to eating and weight issues than men in the West, according to a
growing body of literature that also points to an increase in eating disorders and
antecedent risk factors among Asian men. However, eating disorders and its
precursors are still less common in men in Asia than they are in the West
2.3 A MORE DIVERSE PICTURE OF EATING

DISORDERS:
In recent years, the demographics of people who appear with eating disorders have
changed both globally and within Western, high-income countries, where eating
disorders were originally identified. Evidence from recent years suggests that
ethnic and racial minority groups in the United States are more likely to acquire
eating disorders and that the prevalence of clinical eating disorders among these
populations is rising.
Comparable rates of eating disorders were found among Latino, Black American,
and non-Latino Caucasian groups in a 2011 study, which was the first to do so
across ethnic and racial minority groups in the United States. Furthermore, this
study suggested that rates of bulimia nervosa, particularly among men, may
actually be significantly higher among both Latinos and African Americans as
compared to their Caucasian counterparts. In addition to finding higher mean
BMIs for African American participants than for Caucasian participants, a 2012
study that examined 11 completed randomised controlled BED trials found that
Hispanic participants had significantly higher EDE shape, weight, and eating
concerns than Caucasian participants. Surprisingly, none of the groups' frequency
differences were particularly different from one another.
In general, bulimia nervosa and BED are more commonly discussed in the
literature on eating disorders among African Americans and Hispanic Americans
than anorexia nervosa, which is regarded to be relatively uncommon among both
groups. It is especially crucial to consider what factors contribute to the increasing
risk because the Hispanic community is the ethnic minority group in the United
States with the fastest rate of growth. It is anticipated that the risk for eating
disorders will continue to rise in line with the extent to which Latina and African
American women swap traditional beauty ideals marked by a more curvaceous
figure for the "thin ideal" made popular by mainstream Caucasian society.
Although Latinas and white European American women are similar in many
areas, such as risk factors, clinical presentation, symptomatology, and
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psychopathology, as well as the prevalence of eating disorders, a 2013 review of

eating disorders among the Latina population in the United States suggests that
there is a noticeable difference in the patterns of reporting disturbed eating and
dieting practises among Latina women[83&]. Latinas, in particular, are less likely
to report dieting and food restriction and to seek treatment for an eating disorder.
The risk of being obese is also higher for Latina women than for their Caucasian
counterparts.
Women who show strong cultural identification with African American or Black
Caribbean culture also report a preference for a larger body ideal. Black American
women report higher body satisfaction than Caucasian American women do. The
Black American population reports high rates of overweight/obesity and elevated
rates of BED, despite the fact that the larger body ideal appears to be related with
higher body satisfaction and lower rates of anorexia nervosa than the nonHispanic
Caucasian population. These data are consistent with those from the Caribbean
island of Curacao (Netherlands Antilles), where there were no cases of anorexia
nervosa among the majority (79%) Black population, but rates of the disorders
among the minority (mixed and white) population were comparable to those in
the Netherlands and the United States.
2.4 WHAT THESE TRENDS SUGGEST FOR

CULTURE AND EATING DISORDERS:
A recognisable pattern emerges as societies advance along the economic

development continuum, wherein shifts in industrialization and urbanisation take
place within the larger context of globalisation . People adopt a more sedentary
lifestyle as they move to burgeoning city centres in search of industrial,
manufacturing, and service jobs, and a noticeable nutrition transition happens as
food becomes more widely available and accessible. The change in the food
supply causes a rise in packaged and processed foods, which are delicious but
have lower nutritional value. In terms of diet, the simultaneous development of
both processes has the effect of flooding these developing countries' food supplies
with Western foods that are heavy in fat and sugar. The entrance and expansion
of Western fast food restaurants throughout industrialising countries may be the
most obvious manifestation of this transformation. The final outcome of this diet
shift is an increase in eating disorders and eating disorders, as well as a rise in
lifestyle-related diseases and population BMIs.
Other fundamental aspects of life, in addition to diet and lifestyle, are drastically
impacted by the processes of change taking place in "cultures in transition."
Shifting sex roles and the acceptance of new beauty and physique norms among
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men and women are some of the most significant shifts. The impact of
globalisation is once again seen during this period, as international fashion and
beauty firms penetrate the burgeoning consumer market in emerging nations,
bringing with them Western ideals of beauty and the prevalent "thin" ideal.
However, even though it may be alluring and perhaps even understandable to hail
the introduction of McDonald's and designer brands throughout the developing
world as proof of "westernisation," in reality, it is a much more complex societal
transformation that results from the multifaceted processes of industrialization,
urbanisation, modernization, and globalisation. Given the widespread trends, it is
likely that many of the causes of "westernisation" are more properly attributed to
the phenomena of industrialization, urbanisation, and modernization, which are
only perceived as "western" since they began in Western Europe and North
America. Furthermore, when western goods and images are introduced to rapidly
expanding countries, they do not only "westernise" the local culture; rather, they
fuse with it to create an original hybrid that cannot be completely explained by
"westernisation". These transformational processes take place distinctly and
unevenly in many cultures, along with the fusion of global beauty ideals of
"thinness" and fast food culture. This in turn influences eating disorders
differently within various cultural contexts, as seen by the disparate prevalence
rates of clinical eating disorders and precursor factors like body image.
2.5 CONCLUSION:
There is now evidence of eating disorders on every major continent, but statistics
on their frequency from research involving large populations are scarce and, in
some cases, non existent. Population-based epidemiological studies are few even
in areas where eating disorders are well-established. It is crucial to note that most
research, including prevalence studies, carried out in non-western nations uses
samples of young, urban females and, to a lesser extent, sex-mixed adolescent and
university populations. As a result, the prevalence of eating disorders in fewer
represented socioeconomic groups, such as nonurban areas and areas with lower
levels of formal education, is still largely unknown. Additionally, there are
differences in eating disorder prevalence rates and significant variety in the eating
disorder landscape within any given nation. In particular, it seems that the
incidence of anorexia nervosa is generally consistent in North America and
Western Europe, whereas the frequency of bulimia nervosa may be rising among
Black American and Latina groups in North America while possibly declining
among Caucasian groups. Additionally, it appears that eating disorders are
becoming more prevalent among people in Asia and the Arab world who come
from a wider spectrum of cultural, ethnic, and racial origins.
P a g e | 20
3.ASSOCIATION OF BODY DYSMORPHIC DISORDER

WITH ANXIETY, DEPRESSION, AND STRESS AMONG
UNIVERSITY STUDENTS
Group7

Soni George
19.02.2023
Objectives
This research intends to determine the
prevalence of body dysmorphic
disorder (BDD) and its links to stress,
anxiety, and depression.
Method:
In Jeddah, Saudi Arabia, a
crosssectional study was conducted.
1,112 students from King Abdulaziz
University received a validated
questionnaire in 2019 that included
items on sociodemographic traits,
body dysmorphic disorder, and the
Depression, Anxiety, and Stress Scale
- 21 items (DASS 21). Data analysis,
which utilised binary logistic
regression models, chi-square tests,
and descriptive statistics, was done
using SPSS version 23. The odds
ratio (OR) and 95% confidence interval for the connection were shown
(CI).
Results:
The greatest reported sites for BDD were the skin (81.6%) and the waist
(68.8%), with a prevalence of 13.9% (95% CI of 11.8-16.2). With an OR of 4.2
(95% CI 2.9-6.1), an OR of 2.2 (95% 1.6-3.2), and an OR of 3.2 (95% 1.6-3.2),
BDD was revealed to be a significant predictor of depression (2.2–4.7). Women
were significantly more likely to experience anxiety (OR 1.4; 95% CI 1.1-1.9)
and stress (OR 1.5). (1.1–2). A significant predictor of anxiety was affiliation
P a g e | 21
with the administration, arts, humanities, and social colleges, as indicated by an

OR of 1.4 (95% CI 1.1-1.8).
3.1 Introduction
BDD is a psychiatric disorder that is characterized by obsessive-compulsive and
related behaviours such as checking one's reflection in the mirror, seeking
assurance and affirmation from others, and constantly comparing the site of the
perceived defect with that of other people. It is usually only diagnosed during
adulthood, with an overall 1.9% weighted prevalence of BDD in studies on
adults in the community. The most common sites of BDD are the skin, hair,
nose, and abdomen. Untreated BDD may develop into a chronic disorder linked
to a significant increase in the likelihood of suicidaltendencies, psychiatric
hospitalisation, and marked functional impairment. It is suggested that
understanding BDD and its common comorbid disorders, such as anxiety and
depression, may lead to better identification of BDD.
3.2 Materials and Methods

A cross-sectional study was conducted on university stu-dents at KAU, Jeddah,
KSA. The sample size of 1,112 was calculated using the OpenEpi program,
based on an assumption of 95% confidence level, 5% error, and antici-pated
frequency. A validated three-part electronic questionnaire was distributed to the
participants, including the body dysmorphic questionnaire based on the DSM-IV
criteria. The questionnaire presents four "yes/no" questions about concerns
regarding their physical appearance, identifying the main concern with one's
look, asking how this problem with one'slook has affected life, and determining
the time usually spent contemplating one's look/appearance. Higher scores
reflect more severe symptoms and cut-off scores for severity labels were also
set. The leaders of each selected class
were tasked with distributing the
questionnaire.
Statistical Analysis
Data was entered and analysed using
IBM SPSS ver.23 (IBM Corp.,
Armonk, NY). Descriptive statistical
anal-ysis was used to characterise the
study variables, with cate-gorical
variables presented in the form of
counts and percentages, while
continuous variables were reported as
means and standard deviations. A chisquare test was used to determine
the relationship between categorical variables, and significant predictors
P a g e | 22
of each dependent variable were identified using a binary multiple

logistic regression model.
Results
A total of 1,016 out of 1,112 students responded to this study, with a response
rate of 91.4%. The majority of students were female (65.6%) and had never been
married. The prevalence of depression, anxiety, stress, and BDD was found to
be high, with 369 (36.3%) students having depression, 422 (41.5%) having
anxiety, and 318 (31.3%) having stress. The association between gender and the
site of the perceived defect in BDD was evaluated using the chi-squaretest, with
females (89.8%) being more concerned about this site defect than males
(62.8%). The chi-square test revealed that the skin was significantly associated
with BDD in both gen-ders, with more females (74.5%) concerned with this area
than their male peers. The significant predictors of the given dependent variables
were evaluated using BMLRM, with BDD being a significant predictor of
depression (eOR 4.2), anxiety (eOR 2.2), and stress (eOR 3.2). Affiliation to the
administration, arts, humanities, and social colleges was also a significant
predictor.
Discussion
This paper estimated the prevalence of BDD and its association with depression,
anxiety, and stress among 1,016 participants in KSA. It was found that 13.9%
were diagnosed with BDD, which is higher than those obtained from university
students in Germany (5.3%), Australia (2.3%), and Pakistan (5.8%).
This prevalence could be related to the fact that using social media has a great
psychological effect on body satisfaction. Additionally, skin was the primary
BDD concern followed by obesity. Only the skin and waist were found to be
significantly associated with gender.
This study found that probable BDDrespondents had a significantly higher level
of social anxiety and depression than those without BDD, and that the
relationships between dysmorphic concern and anxiety and depres-sion for both
male and female respondents were significant. The cross-sectional design is a
limitation, as BDD and the outcomes in terms of depression, anxiety, and stress
are measured concurrently. Additionally, the current results cannot be
generalised to other areas in KSA, and selecting a sample from private
universities may provide more comprehensive results.
Conclusion
P a g e | 23
According to our research, BDD is a rather common condition among university

students in Jeddah and is linked to stress, anxiety, and sadness.
4.CONTEMPORARY PROBLEM OF GARMENT SIZES
Man has been enthralled by issues with size and physical proportion from the
beginning of recorded history. For ages, researchers have looked for the
relationships that precisely and clearly characterise the sizes and proportions of
different bodily components, such as those that relate to growth.The majority of
nations each have their own classification schemes for sizes. Large distortions
are introduced as a result, which inhibits customers from purchasing the
appropriate item. The origins of the phenomena of variations in how clothing
size is determined are discussed in this paper, along with comparisons of the
classification systems already in use in various nations and an effort to develop a
global system of garment size codifications.
4.1INTRODUCTION:
The "variety of dimensional sizes" is a very detrimental phenomenon in the
modern clothes market. Since there is complete disarray in the clothing sizes as
a result of this diversity, the size does not correspond to the size. The end
consequence is a situation where buying apparel without putting it on is
impossible. In addition, as with other anthropometrically linked products, it is
necessary to define some dimensional data from the garment in order to
determine the size. The proportions of garments from different manufacturers
that have the same size symbols, however, vary greatly. The customer is
compelled to bring a few pieces of the same item to the fitting room, usually in
smaller, medium, and bigger sizes, in order to have an accurate fit.Clothing
purchases made without trying them on and based on so-called "symbol sizes"
are equivalent to entering a lottery with a 50/50 chance of winning. Nearly all
apparel collections, including those at branded stores and hypermarkets, are
affected by this issue. There are variations in size even within the same store
where apparel is labelled with the same brand. This issue affects the global
market as a whole, not just the domestic one.
4.2MATERIALS AND METHODOLOGY:

● The systems of codification for garment sizes from a selection of countries,
including the European Union, Poland, Germany, Scandinavia, the United
P a g e | 24
Kingdom, France, Spain, and Portugal, the United States, Italy, and Japan. ●
The industry tables of clothing sizes from a selection of eight companies.
The investigation's methodology includes:

1. A comparative examination of the main presumptions regarding the
mandatory clothing size concerns in the chosen nations.
2. The official interconnection of the chosen countries' garment systems
codifying sizes
3. A comparison of industrial tables with anthropometric measurements and
apparel sizes from particular clothing and store firms.
4.4CLOTHING SIZE STANDARDS

There are various systems of clothing measurements around the world. Some of
the important ones are:
1. European clothing size standards: It is based on body measurements, the
metric system, information gleaned from recent anthropometric studies of the
European population conducted in the late 1990s, as well as comparable
existing international standards. The four components of this standard are the
coding system, primary and secondary dimensions, measurements and
intervals, and words, definitions and body measurement process. This method,
which is in use in various European nations like Poland, combines the
dependence code letter with additional measurements including height after
measuring the chest or bust size rather than the known size.Since the goal of
comparison and detecting a correlation needs knowledge of the range of
values of various measurements in each system size, this approach is not
practical and is not yet in widespread usage.
2. UK clothing size standard: The United Kingdom has an existing standard for
women's clothing published by British Standards Institute in 1982. This
standard is traditionally indicated by numbers for sizes from 8 to 32 quoted in
centimetres.However, because this standard only defines sizes in terms of hip
and breast dimensions within a specific range, manufacturers hardly ever
apply it. Unfortunately, there is no need that retailers or manufacturers utilise
the British Standard, therefore various vendors may use a variety of size
indications for the same size of clothing.
3. US clothing size standard: In the 1940s and 1950s, standard US clothing
sizes were created using statistical data. Although it shares a similar idea to the
European clothing size standard, US catalogue sizes are currently more often
used. Since roughly the 1980s, catalogues have diverged from the US standard
sizing. Now, businesses can supply the measurements for their sizes, which
can differ even between different garment types and styles. These catalogues
categorise women's sizes into several groups based on overall height and the
P a g e | 25
relative heights of the bust and waistlines.Unfortunately, as was mentioned,

both the US apparel size standard and US catalogue sizes have outgrown their
usefulness. As time went on, both American men and women gained weight,
and their shapes substantially altered.
4.5 CLOTHING SIZE CONVERTER

In light of the widespread globalisation, which also affects the apparel sector, it
is necessary to establish a connection between the numerous clothing sizing
methods used in different nations throughout the world. Only a correctly defined
and matching correlation makes it possible for businesses from different nations
to conduct business with one another and provides the proper relationship
between imports and exports. A converter size would enable ad hoc symbol
translation between systems based on the clothing size encoded in the sign.
Theoretically, a relationship between both methods of clothing sizing can be
identified; however, this relationship is merely traditional and has not yet been
standardised. Because there are some very major discrepancies between these
systems, making a connection is not easy or clear.They result from distinct ideas
in some areas, particularly when it comes to children's sizes, in addition to the
usage of various units. Europeans measure children's clothing according to
height rather than age. In contrast, the UK system exclusively considers age
when defining size. Due to the possibility of children of the same age having
various heights, such thinking is not always accurate.
\
4.6 CONCLUSION
There is a current issue with modern garment sizes, and it has many distinct
roots. At the moment, the size confusion is so overwhelming that neither
producers nor customers have any control over it. On the current trajectory, no
one should be holding their breath for global and/or all European Union member
states to adopt uniform measurement standards any time soon. The phenomenon
of different interpretations of standard sizes and the creation of industrial
clothing sizes by the individual company, in addition to dimensional variations
occurring in different populations, can result in a situation where nominally the
same size clothing will mean something different in Spain, Great Britain,
Sweden, or Poland.
P a g e | 26
4. RESEARCH METHODOLOGY
In this analysis, we are studying the effect that Fashion Brands, Diet
Culture and Body Image have on Generation Z and Millenials, that is, the
age groups 18-21, 22-25 and 26-30.
In order to achieve this, we have prepared a questionnaire that asks the people
falling in these age groups about their relationships with their bodies, the food that
they eat and the clothes they wear and/or want to wear.
We aim to establish a relationship between the way that clothing brands

dominating the fashion industry portray body standards to sell their products and
how that effects the youth to form an image about their and others’ physical
appearance and all the lengths they would go to, to fit into these set standards
and norms.
We have collected 75% of our data through online forms, 25% of the data
through offline forms. After filtering this pool of information, we have eliminated
20 responses which were obviously and tangibly misleading and unserious. This
left us with 280 (initially 300) responses to analyse. We performed several tests
on this data and come to conclusions, all described in detail in the following
report.
Apart from the statistical analysis of the topic, we also wanted to delve deeper into
the subject which is why we also did a mock interview with randomly chosen
people in real time. A video compilation of the same has been submitted.
P a g e | 27
5.RESEARCH OBJECTIVES:
1. To investigate the relationship between gender and body image.
2. .To investigate the relationship between age group and body image.
3. To examine the impact of fashion brand advertising and marketing

on body image.
4. To examine the impact of fashion brand advertising and marketing

on diet culture.
5. To investigate the relationship between body image and diet culture.
Sampling plan:
1) Characteristics of Population:
● Element: People between the age group of 18-30 years.
● Extent: Pan-India(online), Mumbai (offline).
2) Sample Size:
Our sampling size consists of 280 respondents.
3) Sampling Method:
Considering the nature of our study, we’ve used a Non
Probabilistic Sampling, Quota Sampling, Snowball Sampling and
Convenience Sampling approach in order to select the sample of
our study. This allowed us to identify the factors that have an
effect on the subject under study and then conduct random
sampling for them.
P a g e | 28
6.SOURCES OF DATA
SECONDARY DATA
Our secondary data is going to consist of several sources such as research
papers, articles, reports, etc.
PRIMARY DATA
Primary data for our research was collected effectively using a
questionnaire that was administered to the respondents as per the sampling
plan. Our data was collected online through the questionnaire online on
Google forms, through offline written questionnaire and a verbal
interview.
P a g e | 29
7.ANALYSIS TOOLS USED
➢ CHI-Square test:-
The term "chi-square test," also written as χ2 test, refers to certain
types of statistical hypothesis tests that are valid to perform when
the test statistic is chi-squared distributed under the null
hypothesis.
➢ Anova test :-
Analysis of variance (ANOVA) is a statistical technique that is
used to check if the means of two or more groups are significantly
different from each other. ANOVA checks the impact of one or
more factors by comparing the means of different samples. We can
use ANOVA to prove/disprove if all the medication treatments
were equally effective or not.
➢ Z-Test :-
1. Test of Differences between two proportions of independent samples.
This tests for a difference in proportions. A two proportion z-test
allows you to compare two proportions to see if they are the same.
The null hypothesis (H0) for the test is that the proportions are the
same.The alternate hypothesis (H1) is that the proportions are not
the same.
2. Test concerning the differences of two means.

Two- Sample for Means tool runs a two sample z-Test means with
known variances to test the null hypothesis that there is no
difference between the means of two independent populations. This
tool can be used to run a one-sided or two-sided test z-test.
➢ T-Test :-
1. Test of Differences between two proportions of independent samples
less than 30 population.
This tests for a difference in proportions. A two proportion z-test
allows you to compare two proportions to see if they are the same.
The null hypothesis (H0) for the test is that the proportions are the
same.The alternate hypothesis (H1) is that the proportions are not
the same.
P a g e | 30
➢ Karl Pearson's Correlation :-

Karl Pearson’s product-moment correlation coefficient (or simply,
the Pearson’s correlation coefficient) is a measure of the strength
of a linear association between two variables and is denoted by r or
rxy(x and y being the two variables involved).
This method of correlation attempts to draw a line of best fit
through the data of two variables, and the value of the Pearson
correlation coefficient, r, indicates how far away all these data
points are to this line of best fit.
➢ Regression
Regression analysis is a reliable method of identifying which
variables have impact on a topic of interest. The process of
performing a regression allows you to confidently determine
which factors matter most, which factors can be ignored and how
these factors influence each other.
➢ The Kolmogorov–Smirnov:-
The Kolmogorov–Smirnov statistic quantifies a distance between
the empirical distribution function of the sample and the
cumulative distribution function of the
P a g e | 31
8.UNIVARIATE ANALYSIS
Univariate is a term commonly used in statistics to describe a type of data which

consists of observations on only a single characteristic or attribute. The
following analysis summarizes the data collected based on single variables
DEMOGRAPHIC PROFILE
1.Age
18-21 85.5%
22-25 10.3%
25 AND ABOVE 4.3%
25 AND ABOVE 4.3%
AGE GROUP
4%
10%
18-21
22-25
25 AND ABOVE
86%
P a g e | 32
2.GENDER
GENDER PERCENTAGE
MALE 43.6%
FEMALE 56.4%
44% MALE
56% FEMALE
3.SOCIAL MEDIA PROMOTING ONLY CERTAIN BODY TYPES AS

“ACCEPTABLE”
CONTENT ON SOCIAL MEDIA PERCENTAGE

THAT PROMOTES A SPECIFIC
BODY TYPE
VERY OFTEN 23.9%
OFTEN 41.9%
SOMETIMES 27.4%
RARELY 4.3%
NEVER 2.6%
P a g e | 33
4%3%
24%
VERY OFTEN
27% OFTEN
SOMETIMES
RARELY
NEVER
42%
4.PRESSURE ON YOUTH TO FIT INTO THESE STANDARDS
FASHION BRANDS PRESSURE PERCENTAGE

THE YOUTH TO FIT INTO A
CERTAIN BODY STANDARD
STRONGLY AGREE 15.4%
AGREE 46.2%
NEUTRAL 32.5%
DISAGREE 5.1%
STRONGLY DISAGREE 0.9%

P a g e | 34
5%1% 15%
STRONGLY AGREE
AGREE
33%
NEUTRAL
DISAGREE
STRONGLY DISAGREE
46%
5.HOLDING FASHION BRANDS ACCOUNTABLE
FASHION BRANDS SHOULD PERCENTAGE

BE HELD ACCOUNTABLE FOR
PROMOTING UNREALISTIC
OR UNHEALTHY BODY
STANDARDS
AGREE 30.8%
NEUTRAL 39.3%
DISAGREE 12%

P a g e | 35
3%
12% 15%
STRONGLY AGREE
AGREE
NEUTRAL
31%
39% DISAGREE
STRONGLY DISAGREE
6.HEALTH OR LOOKS?
BEING HEALTHY OR FITTING PERCENTAGE

INTO SOCIALLY
ACCEPTABLE BEAUTY
STANDARDS IS IMPORTANT
BEING HEALTHY 88.9%
FITTING INTO SOCIALLY 11.1%

ACCEPTABLE BEAUTY
STANDARDS
BEING HEALTHY
11%
FITTING INTO SOCIALLY

ACCEPTABLE BEAUTY
STANDARDS
89%
P a g e | 36
7.BODY IMAGE
IMPORTANCE OF PERCENTAGE
APPEARANCE
EXTREMELY IMPORTANT 6.8%
IMPORTANT 31.6%
MODERATELY IMPORTANT 38.5%
NEUTRAL 17.9%
MODERATELY 4.3%
UNIMPORTANT
UNIMPORTANT 6.8%
EXTREMELY UNIMPORTANT 0.9%
6% 1% 6%
4% EXTREMLY IMPORTANT
IMPORTANT
17% MODERATELY IMPORTANT
30%
NEUTRAL
MODERATELY UNIMPORTANT
UNIMPORTANT
EXTREMELY UNIMPORTANT
36%
8. SIZE DIVERSITY
FASHION BRANDS ARE PERCENTAGE

SERVING THE NEEDS OF
CUSTOMERS WITH DIVERSE
BODY TYPES AND SIZES
AGREE 38.5%
NEUTRAL 34.2%
P a g e | 37
DISAGREE 4.3%
4%3%
21%
STRONGLY AGREE
AGREE
34% NEUTRAL
DISAGREE
STRONGLY DISAGREE
38%
10. BODY SATISFACTION
SATISFACTION WITH PERCENTAGE

BODY
1 0.9%
2 0.9%
3 2.6%
4 6%
5 11.1%
6 16.2%
7 17.9%
8 24.8%
9 10.3%
10 11%
P a g e | 38
PERCENTAGE
10 11
10
9 10.3
9
8 24.8
8
7 17.9
7
6 16.2
6
5 11.1
5
4 6
4
3 2.6
3
2 0.9
2
1 0.9
1
0 5 10 15 20 25 30
PERCENTAGE SATISFACTION WITH BODY
11. SENDING THE RIGHT MESSAGE
FASHION BRANDS ARE PERCENTAGE

RESPONSIBLE FOR EDUCATING
CONSUMERS ABOUT HEALTHY
EATING AND BODY IMAGE
STRONGLY AGREE 7.7%
AGREE 19.7%
NEUTRAL 35%
DISAGREE 32.5%

P a g e | 39
PERCENTAGE
5% 8%
STRONGLY AGREE
20% AGREE
32%
NEUTRAL
DISAGREE
STRONGLY DISAGREE
35%
12. ABSENCE OF CUSTOMISED SIZING
FELT LIKE A FASHION PERCENTAGE

BRAND WAS NOT CATERING
TO YOUR SPECIFIC BODY
TYPE OR NEED
YES 44.4%
NO 55.6%
P a g e | 40
PERCENTAGE
YES
44% NO
56%
13. TOXIC DIET CULTURE
FASHION BRAND PERCENTAGE

ENCOURAGING YOU TO
ENGAGE IN UNHEALTHY
HABITS IN ORDER TO
ACHIEVE A CERTAIN
APPEARANCE
VERY OFTEN 23.9%
QUITE OFTEN 41.9%
OFTEN 27.4%
SOMETIMES 4.3%
RARELY 2.6%
QUITE RARELY 10.3%
VERY RARELY 15.4%

P a g e | 41
PERCENTAGE
15% QUITE OFTEN

OFTEN
10% 41% SOMETIMES
3% RARELY
4%
QUITE RARELY
VERY RARELY
27%
14. EXTENSIVE DIETS THAT ARE UNSAFE
TRIED EXTENSIVE DIET PERCENTAGE

REGIMES LIKE KETO
DIET,ATKINS
DIET,INTERMITTENT
FASTING,NUTRISYSTEM ETC.?
YES 27.4%
NO 72.6%
P a g e | 42
PERCENTAGE
27%
YES
NO
73%
15. REPRESENTATION IN PORTRAYAL
IMPORTANCE OF DIVERSITY PERCENTAGE

OF BODY TYPES AND
ETHNICITIES WHEN IT COMES
TO REPRESENTATION OF
POPULAR CLOTHING BRANDS
EXTREMELY IMPORTANT 21.4%
IMPORTANT 28.2%
MODERATELY IMPORTANT 28.2%

P a g e | 43
NEUTRAL 13.7%
MODERATELY UNIMPORTANT 4.3%
UNIMPORTANT 2.6%
EXTREMELY UNIMPORTANT 1.7%
PERCENTAGE
2% EXTREMELY IMPORTANT
4%3%
21% IMPORTANT
14%
MODERATELY IMPORTANT
NEUTRAL
MODERATELY UNIMPORTANT
28% 28% UNIMPORTANT
EXTREMELY UNIMPORTANT
16. CUSTOMER REACTION TO RELATABLITY
FEELING OF WATCHING PERCENTAGE

FASHION BRANDS BEING
PROMOTED BY MODELS OF
YOUR BODY TYPE
EXTREMELY SATISFIED 19.7%
SATISFIED 41%
MODERATELY SATISFIED 30.8%
P a g e | 44
MODERATELY 2.6%
UNSATISFIED
UNSATISFIED 4.3%
EXTREMELY 1.7%
UNSATISFIED
PERCENTAGE
6%2% SATISFIED
3%
MODERATELY SATISFIED
MODERATELY UNSATISFIED
51%
UNSATISFIED
38%
EXTREMELY UNSATISFIED
Column7
17. CUSTOMER ENGAGEMENT WITH BODY POSITIVE BRANDS
ENGAGEMENT WITH A PERCENTAGE

BRAND PROMOTING
POSITIVITY
1 7.7%
2 11.1%
3 38.5%
4 29.1%
5 13.7%
P a g e | 45
PERCENTAGE
5
60 2.8
4.5
3
40 1.8
3.5
2
20 4.4
2.5
2
0 2.4
4.3
0 1 2 3 4 5 6
Column4 Column3 Column2

P a g e | 46
9.CHI SQUARE TESTING

We have performed the chi squared tests after dividing our sample based on
demographics to observe if gender and age explicitly impact the phenomena
we’re trying to study.
A. GENDER- FEMALES
1.To study the relationship between Age Groups and body image specifically
in females.
H0: There is no significant relationship between Age Groups and body

image in females.
HA: There is a significant relationship between Age Groups and body
image in females.
Ages Positive Body Image Negative Body Image RT
18-21 53 49 102
22-25 29 10 39
26-30 10 6 16
CT 92 65 157
OBSERVED EXPECTED O-E (O-E)^2 (O-E)^2/E
53 59.7 -6.7 44.89 0.7519263
29 22.8 6.2 38.44 1.68596491
10 9.375 0.625 0.390625 0.04166667
49 42.229 6.771 45.846441 1.08566248
10 16.14 -6.14 37.6996 2.33578686
6 6.624 -0.624 0.389376 0.05878261
X^2= 5.95978983
P a g e | 47
Expected value = (Row total X Column total) / Grand total)

Using the Chi-Square formula = Σ (Observed value - Expected Value)^2/
Expected Value, our Chi-square value turns out to be 5.95978983.
The formula for Degrees of freedom = (Number of rows - 1) X (Number

of columns - 1)
Thus, here Degrees of Freedom = (3 - 1) X (2 - 1) = 2
The critical value at 2 degrees of freedom and a 5% level of significance
turns out to be 5.991. Since our Chi-square value is 5.95978983 which is
more than the critical value of 5.991, it lies in the rejection region and
thus we reject the null hypothesis that “There is no relationship between
Age Groups and body image and
accept the alternate hypothesis that there is a relationship between age groups and
body image” in females.
P a g e | 48
2.To study the relationship between Age Groups and dieting patterns.
H0: There is no significant relationship between Age Groups and dieting patterns in
females.
HA: There is a significant relationship between Age Groups and dieting patterns in
females.
Ages Follows a diet Doesnt follow any diet RT
18-21 29 73 102
22-25 10 29 39
26-30 3 13 16
CT 42 115 157
29 27.3 1.7 2.89 0.10586081
10 10.433 -0.433 0.187489 0.01797077
3 4.28 -1.28 1.6384 0.38280374
73 74.7 -1.7 2.89 0.03868809
29 28.577 0.423 0.178929 0.00626129
13 11.7 1.3 1.69 0.14444444
X^2= 0.69602913

Using the Chi-Square formula = Σ (Observed value - Expected Value)^2/ Expected
Value, our Chi-square value turns out to be 0.69602913.
The formula for Degrees of freedom = (Number of rows - 1) X (Number of columns

- 1)
P a g e | 49
The critical value at 2 degrees of freedom and a 5% level of significance turns out to
be 5.991. Since our Chi-square value is 0.69 which is is less than the critical value of
5.991, it lies in the acceptance region and thus we accept the null hypothesis that
“There is no relationship between Age Groups and body image.”
3.To study the relationship between Age Groups and importance given to health
in females.
H0: There is no significant relationship between Age Groups and importance given
to health in females.
HA: There is a significant relationship between Age Groups and importance given
to health in females.
Ages Health over appearance Appearnce over health RT
18-21 72 30 102
22-25 29 10 39
26-30 16 0 16
CT 117 40 157
72 76.01 -4.01 16.0801 0.21155243
29 29.06 -0.06 0.0036 0.00012388
16 11.9 4.1 16.81 1.41260504
30 26 4 16 0.61538462
10 9.9 0.1 0.01 0.0010101
0 4.07 -4.07 16.5649 4.07
X^2= 6.31067607

P a g e | 50


- 1)
The critical value at 2 degrees of freedom and a 5% level of significance turns out to be
5.991. Since our Chi-square value 6.3106 which is more than the critical value of 5.991, it
does not lie in the acceptance region and thus we reject the null hypothesis that “There is
no relationship between Age Groups and body image” and “accept the alternate
hypothesis that there is a relationship between age groups and body image” in females.
B. GENDER- MALES
P a g e | 51
1.To study the relationship between Age Groups and body image specifically in
males.
H0: There is no significant relationship between Age Groups and body image in
males.
HA: There is a significant relationship between Age Groups and body image in
males.
Following is the summary table showing the observed data:

CHI^2 MALES
1. RELATIONSHIP BETWEEN AGE AND BODY IMAGE IN MALES
Ages Positive body image Negative body image RT

18-21 70 21 91
22-25 14 6 20
26-30 8 4 12
CT 92 31 123
OBSERVED EXPECTED (O-E)^2/E

70 68.06504065 0.05500720559
14 14.95934959 0.06152350654
8 8.975609756 0.1060445387
21 22.93495935 0.1632471908
6 5.040650407 0.1825858904
4 3.024390244 0.3147128245
X^2 0.8831211565
Degree of freedom 2
Expected value = (Row total X Column total) / Grand total) Using the Chi-
Square formula = Σ (Observed value - Expected Value)^2/ Expected Value,
our Chi-square value turns out to be 0.883 The formula for Degrees of
freedom = (Number of rows - 1) X (Number of columns - 1)
P a g e | 52

The critical value at 2 degrees of freedom and a 5% level of significance turns
out to be 5.991. Since our Chi-square value is 0.883 which is less than the
critical value of 5.991, it lies in the acceptance region and thus we accept
the null hypothesis that “There is no relationship between Age Groups and
body image.”
2 .To study the relationship between Age Groups and preference given to
health in males.
H0: There is no significant relationship between Age Groups and preference

given to health in males.
HA: There is a significant relationship between Age Groups and preference
given to health in males.
Ages BEING FITTING INTO SOCIALLY RT
HEALTHY ACCEPTABLE STD
18-21 55 36 91
22-25 12 8 20
26-30 9 3 12
CT 76 47 123

55 56.22764228 0.02680364137
12 12.35772358 0.01035515618
9 7.414634146 0.3389762516
36 34.77235772 0.04334205839
8 7.642276423 0.01674450787
3 4.585365854 0.5481318111
X^2 0.9843534265
Degree of 2
freedom

The formula for Degrees of freedom = (Number of rows - 1) X (Number of

columns - 1)
P a g e | 53

out to be 5.991. Since our Chi-square value is 0.9843 which is less than the
critical value of 5.991, it lies in the acceptance region and thus we accept the
null hypothesis that “There is no relationship between Age Groups and body
image.”
3 .To study the relationship between Age Groups and diet patterns in males.
H0: There is no significant relationship between Age Groups and diet patterns in
males.
HA: There is a significant relationship between Age Groups and diet patterns in
males.
AGES FOLLOWS DIET DOESNT FOLLOW RL

18-21 58 33 91
22-25 17 3 20
26-30 3 9 12
CL 78 45 123

58 57.70731707 0.001484444261
17 12.68292683 1.469465291
3 7.609756098 2.792448405
33 33.29268293 0.002573036719
3 7.317073171 2.547073171
9 4.390243902 4.840243902
X^2 11.65328825
Degree of freedom 2


columns - 1)
The critical value at 2 degrees of freedom and a 5% level of significance
turns out to be 5.991. Since our Chi-square value is 11.65328825 which is
lmore than the critical value of 5.991, it does not lie in the acceptance region
P a g e | 54
and thus we reject the null hypothesis that “There is no relationship between
Age Groups and body image” and accept the alternate hypothesis that
“There is a relationship between Age Groups and body image.”
4. To study the relationship between age and importance of appearance in

males
H0: There is no significant relationship between Age Groups and

importance of appearance in males
HA: There is a significant relationship between Age Groups and importance
of appearance in males
AGES IMPORTANT NOT SO RL

IMPORTANT
18-21 76 15 91
22-25 15 5 20
26-30 6 6 12
CL 97 26 123

76 71.76422764 0.2500099013
15 15.77235772 0.0378216411
6 9.463414634 1.267538345
15 19.23577236 0.932729247
5 4.227642276 0.1411038149
6 2.536585366 4.728893058
X^2 7.358096008
D of freedom 2

Expected Value, our Chi-square value turns out to be 7.3580

columns - 1)
P a g e | 55

out to be 5.991. Since our Chi-square value is 7.3580 which is more than the
critical value of 5.991, it lies in the rejection region and thus we reject the null
hypothesis that “There is no significant relationship between
Age Groups and importance of appearance in males”
C.AGE (18-21)
1. To study the relationship between gender and diet culture in the age group 18-
21.
H0: There is no significant relationship between Gender and whether they follow a
specific diet or not
HA: There is a significant relationship between Gender and whether they follow a
GENDER Follow a diet Do not follow a diet RT
MALES 56 35 91
FEMALES 71 31 102
CT 127 66 193
56 59.88082902 0.2515134492
71 67.11917098 0.2243894498
35 31.11917098 0.4839728493
31 34.88082902 0.4317796988
P a g e | 56
X^2 1.391655447
Degree of freedom 1

Using the Chi-Square formula = Σ (Observed value -
Value, our Chi-square value turns out to be 1.3916
The formula for Degrees of freedom = (Number of rows - 1) X (Number of columns - 1)

5.991. Since our Chi-square value is 1,3916 which is less than the critical value of
“There is no significant relationship between Age Groups and whether they follow a
specific diet or not.”
2. To study the relationship between gender and body image in the age group 18-21.
H0: There is no significant relationship between Gender and body image in the age
group 18-21.
HA: There is a significant relationship between Gender and body image in the age
group 18-21.
P a g e | 57
gender Negative body image Positive body image RT
males 52 39 91
females 61 41 102
CT 113 80 193
52 53.27979275 0.03074091299
61 59.72020725 0.02742571649
39 37.72020725 0.0434215396
41 42.27979275 0.03873882455
X^2 0.1403269936
Degree of freedom 1


P a g e | 58

5.991. Since our Chi-square value is 0.14032 which is less than the critical value of
5.991, it lies in the acceptance region and thus we accept the null hypothesis that “
There is no significant relationship between gender and fitting into socially acceptable
standards.”
3. Relationship between gender and importance given of appearance in the age

group 18-21.
H0: There is no significant relationship between Gender and importance given of

appearance in the age group 18-21.
HA: There is a significant relationship between Gender and given of appearance in the
age group 18-21.
gender yes no RT
P a g e | 59
males 73 18 91
females 85 17 102
CT 158 35 193
73 74.49740933 0.03009815658
85 83.50259067 0.02685227695
18 16.50259067 0.1358716783
17 18.49740933 0.1212188502
X^2 0.3140409621
Degree of freedom 1


5.991. Since our Chi-square value is 0.31404 which is less than the critical value of
P a g e | 60
There is no significant relationship between gender and importance of appearance.”
D.AGE(22-25)
1. To study the relationship between gender and diet culture in the age group 22-
26.
P a g e | 61
Gender Yes No CT
Male 6 14 20
Female 11 28 39
RT 17 42 59
Observed Expected (O-E) (O-E)^2 (O-

E)^2/E
6 5.762712 0.237288 0.05630566 0.009771
11 11.23729 -0.23729 0.05630566 0.005011
14 14.23729 -0.23729 0.05630566 0.003955
28 27.76271 0.237288 0.05630566 0.002028
x^2 0.020764
Degree of 1
freedom=1
ected value = (Row total X Column total) / Grand total)


columns - 1)
The critical value at 2 degrees of freedom and a 5% level of significance turns out
to be 5.991. Since our Chi-square value is 0.0207 which is less than the critical
value of 5.991, it lies in the acceptance region and thus we accept the null
hypothesis that “ There is no significant relationship between gender and whether
they follow a specific diet or not.”
P a g e | 62
2. Relationship between gender and importance given to physical appearance
H0: There is no significant relationship between between gender and importance

given to physical appearance
HA: There is a significant relationship between between gender and importance
given to physical appearance
Gender Important Unimportant CT
Male 15 5 20
Female 30 9 39
RT 45 14 59
Observed Expected (O-E) (O-E)^2 (O-E)^2/E
15 15.25424 -0.25424 0.0646366 0.004237
30 29.74576 0.254237 0.0646366 0.002173
5 4.745763 0.254237 0.0646366 0.01362
9 9.254237 -0.25424 0.0646366 0.006985
x^2 0.027015
df=1 1
P a g e | 63


columns - 1)
hypothesis that “ There is no significant relationship between gender and
importance of appearance.”
3 .To study the relationship between gender and preference given to health.
H0: There is no significant relationship between gender and preference given to

health.
HA: There is a significant relationship between gender and preference given to
health.
Gender Being Healthy Fitting into socially CT

acceptable standards
Male 18 2 20
Female 34 5 39
RT 52 7 59
Observed Expected (OE) (O-E)^2 (O-E)^2/E
18 17.62712 0.372881 0.139041 0.007888

P a g e | 64
34 34.37288 -0.3728 0.139041 0.004045
2 2.372881 -0.37288 0.139041 0.058596
5 4.627119 0.372881 0.139041 0.030049
x^2= 0.100578
Degree of Freedom=1


columns - 1)
hypothesis that “There is no significant relationship between Age Groups and
preference given to health in males.”
E.AGE- 25 and ABOVE
1. To study the relationship between gender and diet culture in the age group 2226.
Gender Follows a diet Doesn’t CT

follow a diet
Males 4 8 12
P a g e | 65
Females 5 11 16
RT 9 19 28
Observed Expected (O-E) (O-E)^2 (O-E)^2/e
3 3.85714285 0.85714285 0.7346938776 0.190476190
4 5.142857143 -1.14285714 1.306122 0.253968
2 8.14285 -6.142857143 37.73469388 4.634085213
2 10.857142 -8.857142 78.448979 7.22556391
x^2= 12.304093
Degree of freedom=1
pected value = (Row total X Column total) / Grand total)

Using the Chi-Square formula = Σ (Observed value - Expected Value,
our Chi-square value turns out to be 12.3040

- 1)
be 5.991. Since our Chi-square value is 12.3040 which is more than the critical value
of 5.991, it lies in the acceptance region and thus we accept the alternate hypothesis
that “ There is a significant relationship between gender and whether they follow a
specific diet or not.”
P a g e | 66
2. Relationship between gender and importance of appearance
H0: There is no significant relationship between gender and importance of

appearance
HA: There is a significant relationship between gender and importance of
appearance
Gend Importa Unimporta CT

er nt nt
Male 10 2 12
Female 13 3 16
R 23 5 28
T
Observed Expected (O-E) (O-E)^2 (O-E)^2/E
9 9.857142 -0.857142 0.73469 0.0745341

38
12 13.1428 -1.142857 1.30612 0.0993788

5 24
3 2.14285 0.857142 0.73469 0.3428571

7 38
4 2.8571 1.142857 1.30612 0.4571428

2 57
P a g e | 67
x^2 0.973913
=
DoF= 1


- 1)
be 5.991. Since our Chi-square value is 0.9739 which is less than the critical value of
“There is no significant relationship between Age Groups and importance of
appearance
.”
3 .To study the relationship between gender and preference given to health .
H0: There is no significant relationship between gender and preference given to

health.
HA: There is a significant relationship between gender and preference given to
health.
Gender Health Physical CL

appearance
Male 11 1 1
Female 14 2 2
RL 25 3 3
P a g e | 68
Observe Expected (O-E) (O-E)^2 (O-E)^2/E

d
11 10.7142 0.28571428 0.08163265 0.007619047619
11 14.2857 -0.2857142 0.08163265 0.005714285714
1 1.28571 -0.2857142 0.08163265 0.06349206349
2 1.71428 0.28571428 0.08163265 0.04761904762

5714 57 306
x^2= 0.1244444444
DoF 1


- 1)
be 5.991. Since our Chi-square value is 0.1244 which is less than the critical value of
There is no significant relationship between Age Groups and preference given to
health in males.”
P a g e | 69
10.Z AND T TESTS
BODY DYSMORPHIA:
1.To study whether there is a significant difference between males and females who
experience stronger body dysmorphia in all age groups.
H0: There is no significant difference between males and females who experience
stronger body unsatisfaction in all age groups.
HA: There is a significant difference between males and females who experience
stronger body unsatisfaction in all age groups.
To test this hypothesis, a survey of 280 respondents was undertaken out of which 157
respondents are females of which 121 experience stronger body unsatisfaction in
all age groups
and the remaining 123 respondents are males of which 72 experience stronger
body unsatisfaction in all age groups.
In other words,
P1: Proportion of Females who experience body unsatisfaction in all age groups.
P2: Proportion of Males who experience stronger body unsatisfaction in all age
groups.
Based on this the following proportions were obtained,

Sample size of females : 157
Number of females who experience stronger body unsatisfaction in all age groups: 121
P1: 0.77
Sample size of males : 123
Number of males who experience stronger body unsatisfaction in all age groups: 72
P2: 0.585
Therefore,
P1: 0.77
P2: 0.585
N1: 157
N2: 123
P a g e | 70
Standard Error 𝑃1−2 = √ 𝑝̂(1− 𝑝)[1̂/𝑛1+1/𝑛2]Where,

𝑝 ̂ =𝑛1𝑝1 + 𝑛2𝑝2/𝑛1 + 𝑛2
Therefore, p̂ = (157x0.77 +
123x0.585)/280
= (120.89 + 71.96)/280
=192.845/280
=0.688
and
P1-2= √0.69 (1 – 0.69)[ 1/157 + 1/123]
=√ 0.2139 [0.006 + 0.008]
= √ 0.2139 x 0.014
= √ 0.003
= 0.055
Now, we find Z cal, where
𝑍𝑐𝑎𝑙 = 𝑃1 − 𝑃2 / 𝑃1−2
Z cal= 0.77-0.585/0.055
=3.36
The critical value for a two-tailed Z test at 5% level of significance is 1.96.

Since our calculated
Value is more than the critical value, it falls within the region of
rejection. Therefore, we reject the null hypothesis that “There is no
significant difference between males and
females who experience
stronger body unsatisfaction in all age groups.”

We accept the alternate hypothesis that “There is no significant difference
between males and females who experience stronger body unsatisfaction in all
age groups.”
2.To study whether there is a significant difference between males and females
who experience stronger body dysmorphia in the age group 18-21.
H0: There is no significant difference between males and females who

experience stronger body unsatisfaction in the age group 18-21.
HA: There is a significant difference between males and females who

experience stronger body unsatisfaction in the age group 18-21.
P a g e | 71
To test this hypothesis, a survey of 280 respondents was undertaken out of

which 102 respondents are females in the age group 18-21 of which 78
experience stronger body unsatisfaction.
and the remaining 91 respondents are males of which 54 experience stronger
body unsatisfaction in all age groups.
In other words,
P1: Proportion of Females who experience body unsatisfaction in the age group
18-21.
P2: Proportion of Males who experience stronger body unsatisfaction in the
age group 18-21.

Number of females who experience stronger body unsatisfaction in the age
group 18-21: 78
P1: 0.76
Number of males who experience body unsatisfaction in the age group 18-21: 54
P2: 0.59
Therefore,
P1: 0.76
P2: 0.59
N1: 102
N2: 91
Standard Error 𝑃1−2 = √ 𝑝̂(1− 𝑝)[1̂/𝑛1+1/𝑛2]
Where,
𝑝 ̂ =𝑛1𝑝1 + 𝑛2𝑝2/𝑛1 + 𝑛2
Therefore, p̂ = (102x0.76 +
91x0.59)/193
= (77.52 + 53.69)/193
=131.21/193
=0.679
and
P1-2= √0.68(1 – 0.68)[ 1/102+ 1/91]
=√ 0.2176 [0.009 + 0.01]
= √ 0.2176 x 0.02
= √ 0.004352
= 0.0659
𝑍𝑐𝑎𝑙 = 𝑃1 − 𝑃2 / 𝑃1−2
Z cal= 0.76-0.59/0.0659
= 2.57
P a g e | 72

Value is more than the critical value, it falls within the region of
rejection. Therefore, we reject the null hypothesis that “There is no
significant difference between males and
females who experience
stronger body unsatisfaction in the age group 18-21.”
between males and females who experience stronger body unsatisfaction in the
age group 18-21.”
3.To study whether there is a significant difference between males and females
who experience stronger body dysmorphia in the age group 22-25.
H0: There is no significant difference between males and females

who experience stronger body dysmorphia in the age group 22-25
experience stronger body dysmorphia in the age group 22-25
To test this hypothesis, a survey of 280 respondents was undertaken of which 59

respondents belonged to the age group of 22-25, out of which 39 respondents are
females, and the remaining 20 respondents are males. Out of which 12 females
experienced stronger body dysmorphia in the age group 22-25 and 14 males
experience stronger body dysmorphia in the age group 22-25
In other words,
P1: Proportion of Females who experience stronger body dysmorphia in
the age group 22-25
P2: Proportion of Males who experience stronger body dysmorphia in

the age group 22-25

The sample size of females: 39
The number of females who experience stronger body dysmorphia in the age
group 22-25: 12
P1: 0.3
The sample size of males:20
The number of males who experience stronger body dysmorphia in the age
group 22-25:14
P2: 0.7
Therefore,
P1: 0.3
P2: 0.7
P a g e | 73
N1: 39
N2: 20
Standard Error 𝑃1−2 = √ 𝑝 ̂ (1− 𝑝)[1̂/𝑛1+1/𝑛2]
Where,
𝑝 ̂ =𝑛1𝑝1 + 𝑛2𝑝2/𝑛1 + 𝑛2
Therefore,
p̂ = (39x0.3 + 20x0.7)/59
= (11.7 + 14)/59
=25.7/59
=0.44
And,
P1-2= √0.44 (1 – 0.44) [ 1/39 + 1/20]

=√ 0.2464 [0.0256 + 0.05]
= √ 0.2464 x 0.0756
= √ 0.0186
= 0.136
Z 𝑐𝑎𝑙 = 𝑃1 − 𝑃2 / 𝑃1−2
Z cal = 0.3-0.7/0.136
= -2.94
The critical value for a two-tailed Z-test at a 5% level of significance is 1.96.
Since our calculated value falls outside the region of acceptance. Therefore, we
reject the null hypothesis that “There is no significant difference between males
and females who experience stronger body dysmorphia in the age group 22-25.”
We accet the alternate hypothesis that “There is a significant difference
between males and females who experience stronger body dysmorphia in the
age group 22-25.”
4. To study whether there is a significant difference between males and

females who experience stronger body dysmorphia in the age group 25 and
above

experience stronger body dysmorphia in the age group 25 and above

experience stronger body dysmorphia in the age group 25 and above

respondents belonged to the age group of 25 and above, out of which 16
respondents are females, and the remaining 12 respondents are males. Out of
P a g e | 74
which 10 females experienced stronger body dysmorphia in the age group 25 and
above and 7 males experience stronger body dysmorphia in the age group 25 and
above.
In other words,
P1: Proportion of Females who experience stronger body dysmorphia in the

age group 25 and above
P2: Proportion of Males who experience stronger body dysmorphia in the age
group 25 and above

The number of females who experience stronger body dissatisfaction in the age
group 25 and above: 10
P1: 0.625
The number of males who experience stronger body dissatisfaction in the age
group 25 and above: 7
P2: 0.58
Therefore,
P1: 0.625
P2: 0.58
N1: 16
N2: 12
Where,
𝑝 ̂ =𝑛1𝑝1 + 𝑛2𝑝2/𝑛1 + 𝑛2
Therefore,
p̂ = (16x0.625 + 12x0.58)/28
= (10 + 6.96)/28
=16.96/28
=0.61
And,
P1-2= √0.61 (1 – 0.61) [ 1/16 + 1/12]
=√ 0.2379 [0.0625 + 0.083]
= √ 0.2379 x 0.1455
= √ 0.035
P a g e | 75
= 0.19
Now, we find T cal, where
T 𝑐𝑎𝑙 = 𝑃1 − 𝑃2 / 𝑃1−2
T cal = 0.625-0.58/0.19
=0.24
The critical value for a two-tailed T-test at a 5% level of significance is 2.33. Since
our calculated value is less than the critical value, it falls within the region of
acceptance. Therefore, we accept the null hypothesis that “There is no significant
difference between males and females who experience stronger body dysmorphia
in the age group 25 and above.”
We reject the alternative hypothesis that “There is a significant difference between
males and females who experience stronger body dysmorphia in the age group 25
and above.”
FAT TAX:
1. To study whether there is a significant difference between males and females

who agree with fat tax.
H0: There is no significant difference between males and females who agree
with fat tax.
HA: There is a significant difference between males and females who agree
with fat tax.
To test this hypothesis, a survey of 280 respondents was undertaken out of

which 157
respondents are females of which 33 agree with fat tax and the remaining 123
respondents are males of which 26 agree with fat tax.
P1: Proportion of Females who agree with fat tax.

P a g e | 76
P2: Proportion of Males who agree with fat tax.

Number of females who disagree with fat tax inn all age groups: 33
P1: 0.210
Number of males who who disagree with fat tax inn all age groups: 26
P2: 0.211
Therefore,
P1: 0.210
P2:0.211
N1:157
N2:123
Where,
𝑝 ̂ =𝑛1𝑝1 + 𝑛2𝑝2/𝑛1 + 𝑛2
Therefore,
𝑝̂= (157x0.210 + 123x0.211)/280
= (32.97+25.953)/280
=58.923/28
0 =0.21 and
P1-2= √0.21 (1 – 0.21)[ 1/157 + 1/123]
=√ 0.1659 [0.006 + 0.008]
= √ 0.1659 x 0.014
= √ 0.002
= 0.044
𝑍𝑐𝑎𝑙 = 𝑃1 − 𝑃2 / 𝑃1−2
Z cal= 0.210-0.211/0.044
= -4.58
The critical value for a two-tailed Z test at 5% level of significance is +-1.96.
Since our calculated value falls outside the region of acceptance. Therefore, we
reject the null hypothesis therefore “There is no significant difference between
males and females who agree with fat tax in all age groups.” We accept the
alternate hypothesis that “There is significant difference between males and
females who agree with fat tax in all age groups.”

who agree with fat tax in the age group 18-21
P a g e | 77
with fat tax in the age group 18-21
agree with fat tax in the age group 18-21 and 36 males agree with fat tax in the
age group 18-21
In other words,
P1: Proportion of Females who agree with fat tax in the age group 18-21
P2: Proportion of Males who agree with fat tax in the age group 18-21

The number of females who agree with fat tax in the age group 18-21: 47
P1: 0.460
The number of males who agree with fat tax in the age group18-21:36
P2: 0.39
Therefore,
P1: 0.460
P2: 0.39
N1: 102
N2: 91
Where,
𝑝 ̂ =𝑛1𝑝1 + 𝑛2𝑝2/𝑛1 + 𝑛2
Therefore,
p̂ = (102x0.460 + 91x0.39)/193
= (46.92 + 35.49)/193
=82.41/193
=0.42
And,
P1-2= √0.42 (1 – 0.42) [ 1/102 + 1/91]

=√ 0.2436[0.098 + 0.010]
P a g e | 78
= √ 0.2436 x 0.108
= √ 0.026
= 0.16
𝑍𝑐𝑎𝑙 = 𝑃1 − 𝑃2 / 𝑃1−2
Z cal= 0.460-0.39/0.16
= 0.43
The critical value for a two-tailed Z test at 5% level of significance is 1.96. Since
our calculated Value is less than the critical value, it doesn’t fall within the region
of rejection. Therefore, we accept the null hypothesis that “There is no significant
difference between males and females who agree with fat tax in the age group 18-
21”.
We reject the alternative hypothesis that “There is no significant difference
between males and females who agree with fat tax in the age group 18-21”.

who agree with fat tax in the age group 22-25

agree with the fat tax in the age group 22-25 and 4 males agree with the fat tax in
the age group 22-25
In other words,
P1: Proportion of Females who agree with fat tax in the age group 22-25
P2: Proportion of Males who agree with fat tax in the age group 22-25

The number of females who disagree with fat tax in the age group 22-25: 6
P1: 0.15
The number of males who disagree with fat tax in the age group 22-25: 4 P2:
0.2
Therefore,
P a g e | 79
P1: 0.15
P2: 0.2
N1: 39
N2: 20
Where,
𝑝 ̂ =𝑛1𝑝1 + 𝑛2𝑝2/𝑛1 + 𝑛2
Therefore,
p̂ = (39x0.15 + 20x0.2)/59
= (5.85 + 4)/59
=9.85/59
=0.17
And,
P1-2= √0.17 (1 – 0.17) [ 1/39 + 1/20]

=√ 0.1411 [0.0256 + 0.05]
= √ 0.1411 x 0.0756
= √ 0.011
= 0.105
Z 𝑐𝑎𝑙 = 𝑃1 − 𝑃2 / 𝑃1−2
Z cal = 0.15-0.2/0.105
= -0.48
The critical value for a two-tailed Z-test at a 5% level of significance is +- 1.96.
Since our calculated value falls within the region of acceptance. Therefore, we
accpet the null hypothesis that “There is no significant difference between males
and females who agree with fat tax in the age group 22-25.”
We reject the alternate hypothesis that “There is a significant difference between
males and females who agree with fat tax in the age group 22-25.”
4. To study whether there is a significant difference between males and females who
agree with fat tax in the age group 25 and above
H0: There is no significant difference between males and females who disagree
with fat tax in the age group 25 and above
P a g e | 80
HA: There is a significant difference between males and females who disagree with
fat tax in the age group 25 and above

respondents belonged to the age group of 25 and above, out of which 16
respondents are females, and the remaining 12 respondents are males. Out of which
12 females disagree with the fat tax in the age group 25 and above and 8 males
disagree with the fat tax in the age group 25 and above
In other words,
P1: Proportion of Females who disagree with fat tax in the age group 25 and above
P2: Proportion of Males who disagree with fat tax in the age group 25 and above
The number of females who disagree with fat tax in the age group 25 and above: 12
P1: 0.75
The number of males who disagree with fat tax in the age group 25 and above: 8
P2: 0.67
Therefore,
P1: 0.75
P2: 0.67
N1: 16
N2: 12
Where,
𝑝 ̂ =𝑛1𝑝1 + 𝑛2𝑝2/𝑛1 + 𝑛2
Therefore, p̂ = (16 x 0.75 +
12x0.67)/28
= (12 + 8.04)/28
P a g e | 81
=20.04/28
=0.72
And,
P1-2= √0.72 (1 – 0.72) [ 1/16 + 1/12]
=√ 0.2016 [0.0625 + 0.083]
= √ 0.2016 x 0.1455
= √ 0.029
= 0.17
T 𝑐𝑎𝑙 = 𝑃1 − 𝑃2 / 𝑃1−2
T cal = 0.75-0.67/0.17
=0.47
difference between males and females who disagree with fat tax in the age group 25
and above.”

males and females who disagree with fat tax in the age group 25 and above.”
HEALTH OVER APPEARANCE:

who prioritize appearance over health.

prioritize appearance over health in all age groups.

prioritize appearance over health in all age groups.
P a g e | 82
To test this hypothesis, a survey of 280 respondents was undertaken out of which
157 respondents are females of which 134 prioritize appearance over health in all
age groups and the remaining 123 respondents are males of which 109 prioritize
appearance over health in all age groups.
In other words,
P1: Proportion of Females who prioritize appearance over health in all age
groups.
P2: Proportion of Males who prioritize appearance over health in all age
groups.

Number of females who prioritize appearance over health in all age groups: 134
P1: 0.85
Number of males prioritize appearance over health in all age groups: 109
P2: 0.88
Therefore,
P1: 0.85
P2:0.88
N1:157
N2:123
Where,
𝑝 ̂ =𝑛1𝑝1 + 𝑛2𝑝2/𝑛1 + 𝑛2
Therefore,
𝑝̂= (157x0.85 + 123x0.88)/280
=(133.45+108.24)/280
=0.86
and
P1-2= √0.86(1 – 0.86)[ 1/157 + 1/123]
=√ 0.1204 [0.006 + 0.008]
= √ 0.1204x 0.014
= √ 0.001
= 0.031
𝑍𝑐𝑎𝑙 = 𝑃1 − 𝑃2 / 𝑃1−2
Z cal= 0.85-0.88/0.031
= -0.96
P a g e | 83
The critical value for a two-tailed Z test at 5% level of significance is +-1.96.

Since our calculated Value falls outside the region of acceptance. Therefore, we
reject the null hypothesis and therefore “There is no significant difference
between males and females who prioritize appearance over health in all age
groups.” We accept the alternate hypothesis that “There is significant difference
between males and females who prioritize appearance over health in all age
groups.”

who prioritize appearance over health in age group 18-21

prioritize appearance over health in age group 18-21
HA: There is a significant difference between males and females who prioritize
appearance over health in age group 18-21
agree with prioritising appearance over health in age group 18-21 and 28 males
agree with prioritising appearance over health in age group 18-21
In other words,
P1: Proportion of Females who prioritize appearance over health in age group
18-21
P2: Proportion of Males who prioritize appearance over health in age group
18-21

The number of females who prioritize appearance over health in age group 18-
21:
65
P1: 0.637
P a g e | 84
The number of males who prioritize appearance over health in age group 18-21:
28
P2: 0.30
Therefore,
P1: 0.637
P2: 0.30
N1: 102
N2: 91
Where,
𝑝 ̂ =𝑛1𝑝1 + 𝑛2𝑝2/𝑛1 + 𝑛2
Therefore, p̂ = (102x0.637 +
91x0.30)/193
= (64.97 + 27.3)/193
=92.27/193
=0.47
And,
P1-2= √0.47 (1 – 0.47) [1/102 + 1/91]

=√ 0.2491 [0.098 + 0.010]
= √ 0.2491 x 0.108
= √ 0.026
= 0.16
𝑍𝑐𝑎𝑙 = 𝑃1 − 𝑃2 / 𝑃1−2
Z cal= 0.637-0.30/0.16
= 2.10
Value is more than the critical value, it falls within the region of rejection.
Therefore, we reject the null hypothesis that “There is no significant difference
between males and females who prioritize appearance over health in age group
18-21”.
between males and females who prioritize appearance over health in age group
18-21”.

who prioritize appearance over health in age group 22-25
P a g e | 85

prioritize appearance over health in age group 22-25

prioritize appearance over health in age group 22-25 and 3 males prioritize
In other words,
P1: Proportion of Females who prioritize appearance over health in age group
22-25
P2: Proportion of Males who prioritize appearance over health in age group
22-25

The number of females who prioritize appearance over health in age group 22-
25: 5
P1: 0.13
The number of males who prioritize appearance over health in age group 22-25:
3
P2: 0.15
Therefore,
P1: 0.13
P2: 0.15
N1: 39
N2: 20
Where,
𝑝 ̂ =𝑛1𝑝1 + 𝑛2𝑝2/𝑛1 + 𝑛2
Therefore,
p̂ = (39x0.13 + 20x0.15)/59
= (5.07 + 3)/59
P a g e | 86
= 8.07/59
=0.14
And,
P1-2= √0.14 (1 – 0.14) [ 1/39 + 1/20]
=√ 0.1204 [0.0256 + 0.05]
= √ 0.1204 x 0.0756
= √ 0.0091
= 0.095
T 𝑐𝑎𝑙 = 𝑃1 − 𝑃2 / 𝑃1−2
T cal = 0.13-0.15/0.095
= -0.21
The critical value for a two-tailed T-test at a 5% level of significance is +- 1.96.
Since our calculated value falls within the region of acceptance. Therefore, we
accept the null hypothesis that “There is no significant difference between males
and females who prioritize appearance over health in age group 22-25.”
We reject the alternate hypothesis that “There is a significant difference between
males and females who prioritize appearance over health in age group 22-25.”

who prioritize appearance over health in age group 25 and above
H0: There is no significant difference between males and females who prioritize
appearance over health in age group 25 and above
appearance over health in age group 25 and above

respondents belonged to the age group of 25 and above, out of which 16 respondents
are females, and the remaining 12 respondents are males. Out of which 6 females who
prioritize appearance over health in age group 25 and above and 3 males who
prioritize appearance over health in age group 25 and above
In other words,
P1: Proportion of Females who prioritize appearance over health in age group 25
and above
P2: Proportion of Males who prioritize appearance over health in age group 25
and above

P a g e | 87
The number of females who prioritize appearance over health in age group 25 and
above: 6
P1: 0.375
The number of males who prioritize appearance over health in age group 25
and above: 3 P2: 0.25
Therefore,
P1: 0.375
P2: 0.25
N1: 16
N2: 12
Where,
𝑝 ̂ =𝑛1𝑝1 + 𝑛2𝑝2/𝑛1 + 𝑛2
Therefore, p̂ = (16 x 0.375 +
12x0.25)/28
= (6 + 3)/28
=9/28
=0.32
And,
P1-2= √0.32 (1 – 0.32) [ 1/16 + 1/12]
=√ 0.2176 [0.0625 + 0.083]
= √ 0.2176 x 0.1455
= √ 0.032
= 0.18
T 𝑐𝑎𝑙 = 𝑃1 − 𝑃2 / 𝑃1−2
P a g e | 88
T cal = 0.375-0.25/0.18
=0.69
difference between males and females who prioritize appearance over health in age
group 25 and above.”

males and females who prioritize appearance over health in age group 25 and above.”
P a g e | 89
10.KOLMOGOROV-SMIRNOV TEST
1. Respondents answers that media portrays a certain body type than the
others?
To test if there is any difference in the level of agreement to the statement, a

Kolmogorov Smirnov One Sample Test is performed.
The following statements are our null hypotheses and alternate hypothesis: -
H0: There is no significant difference in the agreeability that media portrays a

certain body type than others
HA: There is a significant difference in the agreeability that media portrays a

certain body type than others
The following table shows our observed values, along with our calculation of the
D-value.
Frequency Observed OP COP NP CNP Absolute
of media Difference
portrayal
of specific
body
types
Very 59 0.210714 0.210714 0.2 0.2 .010714

Often
Often 92 0.328571 0.539286 0.2 0.4 0.139286
Sometimes 83 0.296429 0.835714 0.2 0.6 0.235714
Rarely 44 0.157143 0.992857 0.2 0.8 0.192857
Never 2 0.007143 1 0.2 1 0
Total 280
P a g e | 90
Here our D-value, which is the highest Absolute difference, is

0.235714285714286. At 5% level of significance, with the number of
observations being 280, the critical value is 0.08, which is less than our
calculated D-value. Since our calculated value is more than the critical value, we
reject the null hypothesis there is no significant difference in the agreeability
that media portrays a certain body type than others and accept the alternative
hypothesis that there is a significant difference in the agreeability that media
portrays a certain body type than others.
2. Difference in agreeability to fitting into a body standard.

H0: There is no significant difference in agreeability to fitting into a body

standard.
HA: There is a significant difference in in agreeability to fitting into a body

standard.
D-value.
P a g e | 91
Agreeability to fitting into certain body standards

Agreea Obse OP COP N C Absol
bility
rved P N ute
to
fitting
P Differ
into ence
certain
body
standa
rds
Stro 102 0.36 0.36 0 0. 0.164
ngly 4286 4286 . 2 286
agre 2
e
Agre 88 0.31 0.67 0 0. 0.278

e 4286 8571 . 4 571
2
Neut 61 0.21 0.89 0 0. 0.296
ral 7857 6429 . 6 429
2
Disa 19 0.06 0.96 0 0. 0.164
gree 7857 4286 . 8 286
2
Stro 10 0.03 1 0 1 0
ngly 5714 .
Disa 2
gree
Total 280
Here our D-value, which is the highest Absolute difference, is 0.296429. At 5%

level of significance, with the number of observations being 280, the critical
value is 0.08, which is less than our calculated D-value. Since our calculated
value is more than the critical value, we reject the null hypothesis There is no
significant difference in agreeability to fitting into a body standard and accept
the alternative hypothesis that there is a significant difference in agreeability to
fitting into a body standard.
P a g e | 92
3. Difference in agreeability to hold fashion brands accountable.

H0: There is no significant difference in agreeability to hold fashion brands

accountable.
HA: There is a significant difference in in agreeability to hold fashion brands

accountable.
D-value.
Agreea Obse OP CO N C Absol

bility rved P P N ute
to hold P Diffe
fashio rence
n
brands
accoun
table
Strong 63 0.22 0.22 0 0. 0.025
ly 5 5 . 2
agree 2
Agree 87 0.31 0.53 0 0. 0.135
071 571 . 4 714
4 4 2
Neutra 101 0.36 0.89 0 0. 0.296
l 071 642 . 6 429
4 9 2
Disagr 19 0.06 0.96 0 0. 0.164
ee 785 428 . 8 286
7 6 2
Strong 10 0.03 1 0 1 0
ly 571 .
Disagr 4 2
ee
P a g e | 93
Total 280

significant difference in agreeability to hold fashion brands accountable and
accept the alternative hypothesis that there is a significant difference in
agreeability to hold fashion brands accountable.
4. Difference in agreeability to size diversity in fashion brands.

H0: There is no significant difference in agreeability to size diversity in fashion

brands.
HA: There is a significant difference in in agreeability to size diversity in

fashion brands.
D-value.

to size P Diffe
diversi rence
ty in
fashio
n
brands
Strong 70 0.25 0.25 0 0. 0.05
ly agree . 2
2
Agree 111 0.39 0.64 0 0. 0.246
642 642 . 4 429
9 9 2
P a g e | 94
Neutra 83 0.29 0.94 0 0. 0.342

l 642 285 . 6 857
9 7 2
Disagr 12 0.04 0.98 0 0. 0.185
ee 285 571 . 8 714
7 4 2
Strong 4 0.01 1 0 1 0
ly 428 .
Disagr 6 2
ee
Total 280

significant difference in agreeability to size diversity in fashion brands and
accept the alternative hypothesis that there is a significant difference in
agreeability to size diversity in fashion brands.
5. Difference in frequency of fashion brands encouraging unhealthy eating

standards.

H0: There is no significant difference in frequency of fashion brands

encouraging unhealthy eating standards.
HA: There is a significant difference in frequency of fashion brands encouraging

unhealthy eating standards.
P a g e | 95
D-value.
Frequ Obs OP CO NP CN Abs

ency of
fashio erve P P olute
n d Diffe
brand
s renc
encou e
raging
unheal
thy
eating
standa
rds.
Very 2 0.0 0.0 0.1 0.1 0.13

Ofte 071 071 428 428 5714
n 43 43 57 57
Quit 20 0.0 0.0 0.1 0.2 0.20
e 714 785 428 857 7143
Ofte 29 72 57 14
n
Ofte 30 0.1 0.1 0.1 0.4 0.24
n 071 857 428 285 2857
43 14 57 71
Som 88 0.3 0.5 0.1 0.5 0.07
etim 142 428 714 1428
es 86 57 29
Rare 61 0.2 0.7 0.1 0.7 0.00
ly 178 178 428 142 3572
57 57 57 86
Quit 35 0.1 0.8 0.1 0.8 0.01
e 25 428 428 571 4286
Rare 57 57 43
ly
Very 44 0.1 1 0.1 1 0
Rare 571 428
ly 43 57
Tota 280
l
P a g e | 96

value is more than the critical value, we reject the null hypothesis there is no
significant difference in agreeability in frequency of fashion brands encouraging
unhealthy eating standards and accept the alternative hypothesis that there is a
significant difference in agreeability in frequency of fashion brands encouraging
unhealthy eating standards.
.
6. Difference in importance given to diverse representation.

H0: There is no significant difference in importance given to diverse

representation.
HA: There is a significant difference in importance given to diverse

representation.
D-value.
Import Obs OP CO NP CN Abs

ance erv P P olut
given ed e
to Diff
diverse eren
represe ce
ntation
.
Extrem 69 0.2 0.2 0.1 0.1 0.10

ely 46 46 42 42 357
Import 42 42 85 85 2
ant 9 9 7 7
Moder 74 0.2 0.5 0.1 0.2 0.22
ately 64 10 42 85 5
Import 28 71 85 71
ant 6 5 7 4
P a g e | 97
Import 74 0.2 0.7 0.1 0.4 0.34

ant 64 75 42 28 642
9
28 85 57
6 7 1
Neutra 43 0.1 0.9 0.1 0.5 0.35
l 53 28 42 71 714
57 57 85 42 3
1 2 7 9
Unimp 9 0.0 0.9 0.1 0.7 0.24
ortant 32 60 42 14 642
14 71 85 28 9
3 5 7 6
Moder 9 0.0 0.9 0.1 0.8 0.13
ately 32 92 42 57 571
Unimp 14 85 85 14 5
ortant 3 8 7 3
Extrem 2 0.0 1 0.1 1 0
ely 07 42
Unimp 14 85
ortant 3 7
Total 280

significant difference in importance given to diverse representation and accept
the alternative hypothesis that there is a significant difference importance given
to diverse representation.
7. Difference in satisfaction levels with representation of realistic beauty by

brands.

H0: There is no significant difference in satisfaction levels with representation

of realistic beauty by brands.
P a g e | 98
HA: There is a significant difference in satisfaction levels with representation of

realistic beauty by brands.
D-value.
Satisf Obs OP CO NP CN Abs

actio erve P P olut
n d e
from Diff
prom eren
otion ce
of
realis
tic
beaut
y by
bran
ds.
Extre 66 0.2 0.2 0.1 0.1 0.06

mely 357 357 666 666 9047
Satisf 14 14 67 67
ied
Mode 91 0.3 0.5 0.1 0.3 0.22

ratel 25 607 666 333 7381
y 14 67 33
Satisf
ied
Satisf 115 0.4 0.9 0.1 0.5 0.47
ied 107 714 666 1428
14 28 67
Unsa 6 0.0 0.9 0.1 0.6 0.32
tisfie 214 928 666 666 619
d 29 57 67 67
Mode 2 0.0 1 0.1 0.8 0.16
ratel 071 666 333 6666
y 43 67 33
Unsa
tisfie
d
P a g e | 99
Extre 0 0 1 0.1 1 0
mely 666
Unsa 67
tisfie
d
Total 280
Here our D-value, which is the highest Absolute difference, 0.471428. At 5%

significant difference satisfaction levels with representation of realistic beauty
by brands and accept the alternative hypothesis that there is a significant
difference in satisfaction levels with representation of realistic beauty by brands.
8. Difference in engagement with brands promoting body positivity.

H0: There is no significant difference in engagement with brands promoting

body positivity.
HA: There is a significant difference in engagement with brands promoting body

positivity.
D-value.
Engagem Observ CP C N C Absol

ent ed O P N ute
with P P Diffe
brands rence
promotin
g body
positivity
P a g e | 100
1 3 0.01071 0. 0 0 0.189
4 01 . . 286
07 2 2
14
2 18 0.06 0. 0 0 0.325
428 07 . .
6 5 2 4
3 111 0.39 0. 0 0 0.128
642 47 . . 571
9 14 2 6
29
P a g e | 101
4 92 0.32 0. 0 0 0
857 8 . .
1 2 8
5 56 0.2 1 0 1 0
.
2
Total 280

significant difference in in engagement with brands promoting body positivity
and accept the alternative hypothesis that there is a significant difference in in
engagement with brands promoting body positivity.
9. Difference in justification of fat tax.

H0: There is no significant difference in agreeability in justification of fat tax.
HA: There is a significant difference in in agreeability in justification of fat tax.
The following table shows our observed values, along with our calculation of
the D-value.

to Fat P Diffe
Tax rence
Strong 21 0.07 0.07 0 0. 0.125
ly agree 5 5 . 2
2
P a g e | 102
Agree 26 0.09 0.16 0 0. 0.232

285 785 . 4 143
7 7 2
Neutra 65 0.23 0.4 0 0. 0.2
l 214 . 6
3 2
Disagr 75 0.26 0.66 0 0. 0.132
ee 785 785 . 8 143
7 7 2
Strong 93 0.33 1 0 1 0
ly 214 .
Disagr 3 2
ee
Total 280

significant difference in agreeability in justification of fat tax and accept the
alternative hypothesis that there is a significant difference in agreeability in
justification of fat tax.
P a g e | 103
11.KARL PEARSONS CORRELATION:
In this analysis we aim to study the relationship between people’s satisfaction with
their body To find correlation, we use the following formula for Karl Pearson’s
Correlation Coefficient:
r= 𝑛(𝛴𝑥𝑦) − (𝛴𝑥)(𝛴𝑦)
√ [𝑛𝛴𝑥 2 − (𝛴𝑥) 2][𝑛𝛴𝑦^2 − (𝛴𝑦)^2 ]
In this, we have taken the following variables:
X- rate of satisfaction with your own body
Y- rate of engagement with a brand promoting body positivity
AGE GROUP 18-21:
Y
X X^ ^
X Y Y 2 2
3 1
8 4 64 6
1
6 4 36 6
1
6 4 36 6
1
9 4 81 6
8 3 64 9
7 2 49 4
2
9 5 81 5
9 3 81 9
7 3 49 9
7 3 49 9
7 3 49 9
1
8 4 64 6
7 3 49 9
P a g e | 104
6 3 36 9
5 2 0 25 4
2 36 1
6 4 6
8 3 64 9
3 64 1
8 4 6
8 3 64 9
24 36 1
6 4 6
5 10 2
10 5 0 5
7 3 49 9
8 3 64 9
9 2 81 4
6 3 36 9
7 3 49 9
2 36 1
6 4 6
7 3 49 9
6 3 36 9
32 64 1
8 4 6
9 9
1 1 1
1 1
4 64 2
8 5 5
7 3 1 49 9
1
6 6
P a g e | 105
7 1 7 49 1
4 10 0 0 1
10 4 6
1
10 6
8 1
1 10
10 1 0 1
3 49 2
7 5 5
7 2 4 49 4
6 2 4
10 3 0 9
9 3 7 81 9
1
6 3 9
10 3 0 9
6 3 36 9
4 3 16 9
5 3 25 9
4 64 2
8 5 5
32 64 1
8 4 6
28 49 1
7 4 6
2
5
10 5 0
1 16 1
4 4 6
8 3 64 9
4 81 2
9 5 5
4 3 16 9
P a g e | 106
3 81 1
9 4 6
3 2
6 5 5
10 3 0 9
36 81 1
9 4 6
1
8 6
8 1 8 64 1
2 25 1
5 4 6
6 3 36 9
3 49 2
7 5 5
5 2 25 4
2 49 1
7 4 6
5 4
2 4
3 2
6 5
3 1
3 10
10 3 0 9
5 3 5 25 9
2
8 3 64 9
2 1
6 4 36 6
5 2 25 4
4 3 16 9
3 1
9 6
3 3 9 9 9
2
7 3 49 9
8 3 64 9
P a g e | 107
3 1
8 4 64 6
2 1
5 4 25 6
4 2
8 5 64 5
2 1
7 4 49 6
5 3 25 9
6 3 36 9
4 2
8 5 64 5
8 3 64 9
6 3 36 9
8 2 64 4
2 1
7 4 49 6
6 3 36 9
7 3 49 9
3 1
8 4 64 6
9 2 81 4
3 2
7 5 49 5
1 1
4 4 16 6
9 3 81 9
7 3 49 9
7 3 49 9
7 3 49 9
3 1
8 4 2 64 6
2
7 3 49 9
P a g e | 108
6 3 36 9
5 2 25 4
2 1
6 4 36 6
8 3 64 9
3 1
8 4 64 6
8 3 4 64 9
2 1
6 4 4 36 6
2
10 5 0 5
7 3 49 9
8 3 64 9
9 2 81 4
6 3 36 9
7 3 49 9
2 1
6 4 36 6
7 3 49 9
6 3 36 9
3 1
8 4 64 6
9 9
1 1 1 1 1
4 2
8 5 64 5
7 3 49 9
2 1
6 6
7 1
4 10 1
10 4 0 0 6
4 10 1
10 6
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8 1 8 64 1
1 10
10 1 0 1
3 2
7 5 49 5
7 2 4 49 4
1
6 2 4
10 3 0 9
9 3 7 81 9
6 3 9
10 3 0 9
6 3 36 9
4 3 16 9
5 3 25 9
4 64 2
8 5 5
3 64 1
8 4 6
28 49 1
7 4 6
5 10 2
10 5 0 5
1 16 1
4 4 6
8 3 64 9
4 81 2
9 5 5
4 3 16 9
36 81 1
9 4 6
3 2
6 5 5
10 3 9
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3 81 1
9 4 6
3 1
8 6
8 1
2 25 1
5 4 6
6 3 36 9
3 49 2
7 5 5
5 2 25 4
28 49 1
7 4 6
5 4
2 2 4 4 4
30 36 2
6 5 5
3 1 1
10 3 0 9
5 3 25 9
8 3 64 9
2 1
6 4 36 6
5 2 25 4
4 3 2 16 9
1
9 6
3 3 9 9 9
2
7 3 49 9
8 3 64 9
3 1
8 4 64 6
2 1
5 4 25 6
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4 2
8 5 64 5
2 1
7 4 49 6
5 3 25 9
6 3 36 9
4 2
8 5 64 5
8 3 64 9
6 3 36 9
8 2 64 4
2 1
7 4 49 6
6 3 36 9
7 3 49 9
3 1
8 4 64 6
9 2 81 4
3 2
7 5 49 5
1 1
4 4 16 6
4 2
6 5 10 3
3 5 09 1
1349 8 1 9 4
N=193
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AGE GROUP 22-25
Y
X X^ ^
X Y Y 2 2
1 16
4 3 9
8 9
5 1
40 64 2
8 5 5
2
8 5
9 1 1
9 81
4 10 1
10 4 0 6
5 4
5 1
2 25 1
5 4 6
1
6
3 4 9
2
5
8 5 64
4 3 16 9
8 9
5 1
40 64 2
8 5 5
2
8 5
9 1 9 81 1
4 10 1
10 4 0 6
5 25 4
5 1
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2 25 1
5 4 6
1
6
3 4 9
2
5
8 5 64
2
5
4 5 16
2
8 5
5 1
32 64 1
8 4 6
1
8 4
9 1 9 81 1
4 10 1
10 4 0 6
2 1
5 4 25 6
2 2
5 5 25 5
2 1
5 6
3 4
8 1 64 1
1 1
4 4 16 6
3 1
8 4 64 6
2 2
5 5 25 5
8 3 4 64 9
8 9
9 1 9 81 1
5 10 2
10 5 0 5
2 2
5 5
5 1
2 1
5 6
3 4
8 1 64 1
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2 1
5 4 25 6
3 1
8 4 64 6
4 2
8 5 64 5
4 2
9 5 5 81 5
5 10 2
10 5
5 1
2 1
5 4 25 6
5 4
3 1
3 1
8 4 64 6
1 2 7
8 5 27 3
378 7 6 30 9
N=59
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AGE GROUP 25 AND ABOVE
Y
X X^ ^
X Y Y 2 2
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1
8 2 6 64 4
4 10 1
10 4 0 6
1 1
4 4 16 6
8 3 4 64 9
7 3 9
1
10 4 0 6
4 3 16 9
8 3 64 9
7 2 49 4
3 1
8 4 2 64 6
4 10 1
10 4 0 6
4 3 16 9
8 3 64 9
3 1
8 4 6
10 3 0 9
4 3 16 9
8 2 64 4
2 1
7 4 8 49 6
4 10 1
10 4 0 6
4 3 16 9
8 3 64 9
2 1
7 4 8 49 6
7 3 9
10 9
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4 4
3 1
8 4 64 6
2 1
7 4 49 6
6 3
8 5 15 0
198 8 6 66 0
N=28
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12.ANOVA TEST
1. Body Positivity
H0 T- There is no significant difference between response from different age

groups towards brands with body positivity
H1 T – There is a significant difference between response from different age

groups towards brands with body positivity
H0 B- There is no significant difference between positive and negative

responses from different age groups
H1 B – There is significant difference between positive and negative responses

from different age groups
Age Positive Negative Total

Response Response
18-21 118 75 193
22-25 36 23 59
26-30 17 11 28
Total 171 109 280
Following is the ANOVA table containing the Sources of Variation, Degrees of
Freedom (d.f), Sum of Squares (SS), Mean Sum of Squares (MSS), and the
Fratio
Sources of Degree Sum of Mean F Ratio
Variation of Squares Sum of
Freedo Squares
m
Treatment( 2 771.33333 385.66666 1.7077
K) 33 67 49
Block(B) 1 7494.3333 7494.3333 33.185
33 33 24
Error 2 451.66666 225.83333
67 33
Total 5 8717.3333
33
Treatments
Since F-ratio is calculated by MST/MSE, the numerator degrees of freedom is 2
and denominator degrees of freedom is 2. At 5% level of significance with a 2,2
degrees freedom, the Critical F-ratio is 19. Our calculated F-ratio is 1.707749.
Since this is less than our critical value of 19, we accept our null hypothesis that
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there is no significant difference between response from different age groups

towards brands with body positivity. We reject our alternative hypothesis
stating that There is a significant difference between response from different
age groups towards brands with body positivity. This means regardless of the
age people prefer brands with body positivity
Blocks
Since F-ratio is calculated by MSB/MSE, the numerator degrees of freedom is 1
degrees freedom, the Critical F ratio is 18.513. Our calculated F-ratio is
33.18524, which is more than our critical value of 18.513, we reject our null
hypothesis that there is no significant difference between positive and negative
responses from different age groups. We accept our alternative hypothesis
stating that There is no significant difference between positive and negative
responses from different age groups. This means there are more positive
responses than negative responses
2. Relatable body types

H0 T- There is no significant difference between satisfaction of different age
groups towards brands promoting real body types
H1 T - There is a significant difference between satisfaction of different age
groups towards brands promoting real body types.
H0 B- There is no significance difference between satisfaction and
unsatisfaction
H1 B- There is a significance difference between satisfaction and unsatisfaction
Age Satisfied Unsatisfied Total
18-21 175 18 193
22-25 54 5 59
26-30 25 3 28
Total 254 26 280

Freedom (d.f), Sum of Squares(SS), Mean Sum of Squares (MSS), and the
Fratio
Sources of Degre e of Sum of Squares Mean Sum of F Ratio
Variation Freedo m Squares
Treatment( K) 2 771.33333 385.66666 67 0.6668 59

3
Block(B) 1 19529.333 33 19529.333 333 33.768 3
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Error 2 1156.6666 67 578.33333

3
Total 5 21457.333
33
Treatments
there is no significant difference between satisfaction of different age groups
towards brands promoting real body types. We reject our alternative hypothesis
stating that there is a significant difference between satisfaction of different age
groups towards brands promoting real body types.
Blocks
33.7683, which is more than our critical value of 18.513, we accept our null
hypothesis that there is no significance difference between satisfaction and
unsatisfaction. We accept our alternative hypothesis stating that there is a
significance difference between satisfaction and unsatisfaction.
3. Used dieting methods

H0 T – There is no significant difference between response from different age
groups who have tried dieting
groups who have tried dieting
H0 B- There is no significant difference between positive and negative
H1 B – There is a significant difference between positive and negative
Age Yes No Total
18-21 53 140 193
22-25 16 43 59
26-30 8 20 28
Total 77 203 280
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Fratio
Sources of Degree Sum of Mean F Ratio
Variation of Squares Sum of
Freedo Squares
m
Treatment( 2 771.33333 385.66666 1.2096
K) 3 67 18
Block(B) 1 10502.333 10502.333 32.939
33 33 88
Error 2 637.66666 318.83333
7 3
Total 5 11911.333
33
Treatments
who have tried dieting. We reject our alternative hypothesis stating that there is
a s significant difference between response from different age groups who have
tried dieting.
Blocks
hypothesis that there is significant difference between positive and negative
stating that there is a significant difference between positive and negative
responses from different age groups.
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4. Catering to different sizes

groups towards brands catering to different sizes.
H0 B – There is no significant difference between positive and negative
H1 B – There is a significant difference between positive and negative
Age Yes No Total
18-21 86 107 193
22-25 26 33 59
26-30 12 16 28
Total 124 156 280

Freedom (d.f), Sum of Squares(SS), Mean Sum of Squares (MSS), and the
Fratio
Sources of Degree Sum of Mean Sum F Ratio
Variation of Squares of Squares
Freedo
m
Treatment( 2 771.3333 385.66666 2.0156
K) 33 67 79
Block(B) 1 6789.333 6789.3333 35.484
33 33 32
Error 2 382.6666 191.33333
67 3
Total 5 7943.333
33
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Treatments
towards brands catering to different sizes. We reject our alternative hypothesis
stating that there is a significant difference between response from different age
.
Blocks
hypothesis that there is no significant difference between positive and negative
stating that there is a significant difference between positive and negative
responses from different age groups.
5. Priority to health
groups towards prioritizing health.
groups towards prioritizing health.
H0 B – There is no significant difference between people prioritising health and
prioritising looks from different age groups
H1 B – There is a significant difference between people prioritising health and
prioritising looks from different age groups
Age Health Appearance Total
18-21 172 21 193
22-25 52 7 59
26-30 3 25 28
Total 227 53 280

Fratio
Sources of Degre Sum of Mean Sum F
Variation e of Squares of Squares Ratio
Freedo
m
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Treatment( 2 771.33333 385.66666 0.1409

K) 3 67 69
Block(B) 1 14102.333 14102.333 5.1546
33 333 76
Error 2 5471.6666 2735.8333
67 33
Total 5 20345.333
33
Treatments
towards prioritizing health. We reject our alternative hypothesis stating that
there is a significant difference between response from different age groups
towards prioritizing health.
Blocks
hypothesis that there is no significant difference between people prioritising
health and prioritising looks from different age groups. We accept our
alternative hypothesis stating that there is a no significant difference between
people prioritising health and prioritising looks from different age groups.
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13.MAJOR FINDINGS
➢ From the chi-square test which established the relationship between age
and levels of security with ones bodies. For the tests, done for females, it
was established that as the ae progresses more females do not feel
compelled to change their bodies as per the norms established by fashion
brands. The same follows for optiong for diet regimen, and levels of body
dysmorphia.
➢ However, from our chi-square tests done for males, we could not find a
relationship between age and body image. The responses we received
from males did not have a pattern and were rather random. But for dieting
patterns, we could establish a relationship in males as well with younger
males being more strict with their eating habits than the ones older than
them.
➢ From our Z and T tests, we focussed in genders. We inferred that there is

a significant difference between males and females when comes to how
they view their bodies and fashion with more females having body image
issues than males.
➢ However, when it came to the topic of fat tax we saw that both males and
females having very similar responses. There was no significant
difference in their opinions and agreeability to fat tax. In short, both
males and females disagree to fat tax being charged by brands.
➢ From the Kolmogorov Smirnov tests, we’ve tested agreeability to holding

fashion brands responsible and accountable for setting unrealistic beauty
standards and a difference was established. This shows that the number of
people who agree from both the genders and all the age groups are
significantly more than those who disagree.
➢ We also observe that there is an obvious significant difference in

importance being given health and that given to looks. People chose
health over looks from all genders and age groups. However, the numbers
were very close for females falling in the age group 18-21. This shows
that younger girls have trouble balancing between being healthy and also
fitting into the “ideal” body type that models and ambassadors of the
fashion brands condone.
➢ For the correlation, we focussed on 2 question aspects: X- rate of

satisfaction with your own body and Y- rate of engagement with a brand
promoting body positivity. We did this for all 3 age groups separately and
we saw that there is a positive correlation in all the 3 age groups.
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➢ This implies that people who are more satisfied in their own bodies
interact better with brands promoting body positivity.
➢ Finally, for our Anova tests, we performed 2 -way tests trying to establish
a relation between age and several aspects of our research like fat tax,
body dysmorphia, relatable advertising, diversity in product promotion.
➢ It was observed there is a significant difference between positive

and negative responses and no significant difference between the
age groups responding to it. This means that regardless of the age
group people agree more to body positive brands, holding fashion
brands accountable for exploiting the youth with unrealistic
standards, unfair sizing schemes and pricing more for bigger,
customised sizes.
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14.CONCLUSION
From this extensive research weve concluded that a majority of the youth
especially female gen z suffer with body dysmorphia and have a hard time
accepting their bodies.
This is due to a rose tinted representation of an ideal body type and beauty
standard by the big leading fashion brands.
These brans promote their clothing by models of a very specific niche who are
tall, skinny, light skinned for females and tall, with abs and strong muscles for
males. This is a particularly difficult aesthetic to achieve because of lifestyle,
profession, schedules and most impotantly, genetics.
They also sell their products in a very limited clothing size range . this is called
size exclusivity. They also charge extra for bigger and customised sizes leading
to many unsatisfied customers.
Through our study, we saw that people would be more satisfied if their body
type is being used to promote these brands and if fashion brands sold clothes in
their sizes without them always having to spend extra for something as basic as
clothes.
We also saw that people engange more with size inclusive brands that promote
and embrace diversity.
With gen z and millenials being the rising potential customer base, the
collective consumer consciousness has started demanding the brands to cater to
their bodies as they are. We are seeing a rise in the need for fashion brands,
mainly women’s fashion brands, to be size inclusive — and while most brands
principally see this as a welcome change and have taken initial steps in the right
direction, there is a long way to turn this into a full reality.
If we have products that serve a need, why exclude a significant chunk of

consumers from it?
In addition to this, it also makes business sense — a sizeable 15% of business
in the apparel industry comes from plus sizes!
Furthermore, social media has increasingly been holding more power in holding
brands accountable in their decision making. Almost every brand, especially
since the 2020 pandemic, having a presence on social media means that any
customer who feels excluded can directly demand and call that brand out to do so.
The influencer and creator community also has played a crucial role in educating
and spreading awareness, further bolstering the collective voice to seek inclusion
from brands. A significant advancement was marked through the discussion
surrounding the “fat tax,” or the practice of charging an additional fee for designs
larger than a specific size, brought to the industry’s notice by the fashion
watchdog on Instagram, Diet Sabya last year.
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In response to this shift, several brands have started taking steps in the right
direction. High-fashion runways are beginning to reflect the change with
designers actively working with different sized models. High fashion designer
brands are offering more sizes in the stores, a marked shift away from earlier
practice of only keeping smaller sizes displayed on shelves.
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15.LlMITATIONS OF THE STUDY

1. No Preciseness of Certain Data
This study relied on the honesty and accuracy of its participants. The
subject matter of the survey could have caused some discomfort and some
items may have been less reliably answered than others because of a
participant’s desire to provide a socially acceptable/responsible answer.
Respondents body image is not exactly known because its personal and
could be triggering for some to be honest about.
There is a chance that they may have indulged in falsely answering some
questions, which would lead to Improper data.
2. Disproportionate Representation of various Geographic Areas As this is the

first time we are conducting such research, our primary data collection was
narrowed down to just Mumbai.
3. All causes of Bandwagon Consumption not Analyzed

We have not been able to study all the causes of Diet Culture, Apparel
sizing, Fashion technology and designing processes. The ones that have
been selected are based on researcher’s bias.
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APPENDIX:
1. QUESTIONNAIRE:
Demographics:
• NAME
• GENDER
• AGE GROUP:
18-21
22-25
25 AND ABOVE
Q1.How often do you see content on social media that

promotes a specific body type?
Very often
Often
Sometimes
Rarely
Never
Q2. Fashion brands pressure the youth to fit into a certain

body standard that they condone.
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
Q3. Fashion brands should be held accountable for promoting

unrealistic or unhealthy body standards.
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
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Q4.What do you think is more important, being healthy or

fitting into socially acceptable beauty standards?
Being healthy
Fitting into socially acceptable beauty standards
Q5.How important is appearance to you?
Extremely important
Important
Moderately Important
Neutral
Moderately Unimportant
Unimportant
Extremely Unimportant
Q6.How satisfied are you with your body?(1 being the least
and 10 being the most)
12
34
5
67
8
9
10
Q7.Fashion brands could serve the needs of customers with

diverse body types and sizes.
Strongly disagree
Disagree
Neutral
Agree
Strongly Agree
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Q8.Fashion brands should be responsible for educating

consumers about healthy eating and body image.
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Q9.Have you ever felt like a diet or fashion brand was not
catering to your specific body type or needs?
Yes No
Q10.How often does a fashion brand encourage you to

engage in unhealthy habits in order to achieve a certain
appearance?
Very Often
Quite Often
Often
Sometimes
Rarely
Quite Rarely
Very Rarely
Q11.Have you ever tried extensive diet regimes like keto

diet, Atkins diet, intermittent fasting, nutrisystem etc.?
Yes No
Q12.Is diversity of body types and ethnicities important when

it comes to representation of popular clothing brands?
Extremely Important
Important
Moderately Important
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Neutral
Moderately Unimportant
Unimportant
Extremely Unimportant
Q13.How would you feel watching fashion brands being

promoted by models of your body type?
Extremely Satisfied
Satisfied
Moderately Satisfied
Moderately Unsatisfied
Unsatisfied
Extremely Unsatisfied
Q14.Rate your engagement with a brand promoting body

positivity? (1 being the least, 5 being the most)
12
34
5
Q15."Fat Tax" (charging extra for manufacturing plus size

clothing) is justified.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
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2) CHI SQUARE DISTRIBUTION TABLE

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3) F DISTRIBUTION TABLE - ANOVA

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4) Z DISTRIBUTION TABLE
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CHI ^2 TABLES
1. RELATIONSHIP BETWEEN AGE AND BODY

IMAGE IN MALE
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Positive
Negative body
body image
Ages image RT
18-21 70 21 91
22-25 14 6 20
26-30 8 4 12
CT 92 31 123
70 68.06504065 0.05500720559
14 14.95934959 0.06152350654
8 8.975609756 0.1060445387
21 22.93495935 0.1632471908
6 5.040650407 0.1825858904
4 3.024390244 0.3147128245
X^2 0.8831211565
Degree of
freedom 2
2.Do males believe in being healthy or fitting into

socially accep
FITTING INTO
SOCIA
BEING ACCEPTABLE
Ages HEALTHY STD
18-21 55
22-25 12
26-30 9
CL 76
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55 56.22764228 0.0268036
12 12.35772358 0.0103551
9 7.414634146 0.338976
36 34.77235772 0.0433420
8 7.642276423 0.0167445
3 4.585365854 0.548131
X^2 0.9843534265
Degree of 2
freedom
3. Relationship between age and diet patterns in males
AGES FOLLOWS DOESNT

DIET FOLLOW
18-21 58 33
22-25 17 3
26-30 3 9
CL 78 45
58 57.70731707 0.001484444261
17 12.68292683 1.469465291
3 7.609756098 2.792448405
33 33.29268293 0.002573036719
3 7.317073171 2.547073171
9 4.390243902 4.840243902
X^2 11.65328825
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Degree of
freedom 2
4. Relationship between age and importance of appearance in

m
NOT SO
IMPORTANT
AGES IMPORTANT
18-21 76
22-25 15
26-30 6
CL 97
15
5
6
26
76 71.76422764 0.2500099013
15 15.77235772 0.0378216411
6 9.463414634 1.267538345
15 19.23577236 0.932729247
5 4.227642276 0.1411038149
6 2.536585366 4.728893058
X^2 7.358096008
Degree of
freedom 2
CHI^2 1821
1. RELATIONSHIP BETWEEN AGE AND WHETHER THEY FOLL

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gender yes no
males 56 35
females 71 31
CT 127 66
56 59.88082902 0.2515134492
71 67.11917098 0.2243894498
35 31.11917098 0.4839728493
31 34.88082902 0.4317796988
X^2 1.391655447
Degree of 2
freedom
2.Do 18-21yr olds believe in being healthy or fitting into socially acceptable
standards.
gender yes no RT
males 52 39 91
females 61 41 102
CT 113 80 193

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52 53.27979275 0.03074091299
61 59.72020725 0.02742571649
39 37.72020725 0.0434215396
41 42.27979275 0.03873882455
X^2 0.1403269936
Degree of 2
freedom
3. Realtionship between age and importance of

appearance
gender yes no
males 73
females 85
CT 158
73 74.49740933 0.030098156
85 83.50259067 0.026852276
18 16.50259067 0.13587167
17 18.49740933 0.12121885
X^2 0.31404096
Degree of 2
freedom
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CHI^2 22-25
1.Either follow a diet or not
Gender Yes No CT
Male 6 14 20
Female 11 28 39
RT 17 42 59
Observed Expected (O-E) (O-E)^2
6 5.762712 0.237288 0.05630566
11 11.23729 -0.23729 0.05630566
14 14.23729 -0.23729 0.05630566
28 27.76271 0.237288 0.05630566
x^2
Degree of
freedom=1
2.Appearance matters
Gender Important Unimportant CT
Male 15 5
Female 30 9
RT 45 14
Observed Expected (O-E) (O-E)^2

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15 15.25424 -0.25424 0.0646
30 29.74576 0.254237 0.0646
5 4.745763 0.254237 0.0646
9 9.254237 -0.25424 0.0646
x^2 0.027015
Degree of
freedom=1
3.being healthy or fitting into socially acceptable beauty

standa
Fitting into s
Being Healthy acceptable st
Gender
Male 18 2
Female 34 5
RT 52 7
(O- (O-
Observed Expected E) E)^2
18 17.62712 0.372881 0.139041
34 34.37288 -0.37288 0.139041
2 2.372881 -0.37288 0.139041
5 4.627119 0.372881 0.139041
x^2=
Degree of F
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CHI^2
25 and
above
1.Either
follow a
diet or
not
Gender Yes No CT
Male 4 8
Female 5 11
RT 9 19 28
Observe Expect (O-E) (O-E)^2 (O-E)^2/E

d ed
-
3.85714285 0.85714285 0.73469387 0.19047619
3 7 71 76 05
4 5.14285714 - 1.3061224 0.2539682
3 1.14285714 49 54
3
2 8.14285714 - 37.734693 4.6340852
3 6.14285714 88 13
3
2 10.8571428 - 78.448979 7.225563
6 8.85714285 59 91
7
x^2= 12.304093
57
Degree of freedom=1
2.Ap
peara
nce
matte
rs
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Imp Unim
orta port
Gend
nt ant
er CT
Male 10 2 12
Fem
ale
13 3 16
RT 23 5 28
Exp (OE)^2/
ecte E
Obse (O-
d
rved (O-E) E)^2
9.85 -
714 0.857 0.734 0.074
285 1428 6938 5341
9 7 571 776 6149
13.1 -
428 1.142 1.306 0.099
571 8571 1224 3788
12 4 43 49 8199
2.14
285 0.857 0.734 0.342
714 1428 6938 8571
3 3 571 776 429
2.85
714 1.142 1.306 0.457
285 8571 1224 1428
4 7 43 49 571
0.973
9130
x^2= 435
Degr
ee of
free
dom
= 1
3.being healthy or fitting into socially acceptable beauty standa

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Fitting into
socially
Being acceptable
Gender Healthy standards
Male 11 1
Female 14 2
RL 25 3
Observed Expected (O-E) (O-E
11 10.71428571 0.2857142857 0.081
14 14.28571429 -0.2857142857 0.081
1 1.285714286 -0.2857142857 0.081
2 1.714285714 0.2857142857 0.081
x^2=
Degr
Free
P a g e | 150
P a g e | 151
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A Study On The Effect of Fashion Brands On Body Image and Diet Culture

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A Study on the Effect of Fashion Brands on

Akshata Sambyal 100 214115

Simran Gupta 104 214119

Milind Jain 107 214122

Hardik Dhawan 112 214127

Mervin Gonsalves 141 214165

‘A Study on the effect of the fashion industry on diet culture

Under the guidance of Professor Soni George [Head of Department - Department of

Akshata Sambyal Simran Gupta

Hardik Dhawan MervinGonsalves

SYBMS, St. Xaviers University

Particulars Page No.

5. Analysis tools used 27

9. KOLMOGOROV SMIRNOV TESTS 154

10. CORRELATION 200

11. ANOVA TESTS 212

12. Major Findings 216

12. Conclusion 244

13. Limitations 248

14. References 249

15. Appendix 251

The fashion industry encompasses the design, manufacturing, distribution,

What is positive body image or body acceptance?

A positive body image is associated with:

What is body dissatisfaction?

Diet Culture As an Unhealthy Obsession

Trying to rigidly stick to consuming only food deemed as good, as virtuous as it

Orthorexia is considered an extreme form of clean eating—an obsessive focus on what

Some characteristics of orthorexia include:

Diet culture contributes to orthorexia because it encourages avoiding foods or

Orthorexia can lead to other disorders such as anorexia nervosa and

Product For The People

Department of management, St. Xavier’s College, Mumbai

Body image researchers attempt to understand adolescents' concerns about their

1.2 Contemporary Importance of Understanding

1.3 Contemporary Importance of Understanding

1.4 Developmental Significance of

Developmental researchers are uniquely suited to understand body image in the

Identity: Body image is an important part of adolescent development, particularly for

physical appearance contribute most significantly to their overall sense of self.

Family Relationships: Adolescents' relationships with their family members,

Peer Relationships: Peer relationships are an important developmental period for

Romantic Relationships: Romantic relationships typically begin during the adolescent

Media Influences: Media influences adolescent development, and research suggests

1.5 Conclusions and Future Directions

2.CULTURAL TRENDS AND EATING

Department of management, St. Xavier’s College, Mumbai

2.2 EATING DISORDERS IN ASIA:

2.3 A MORE DIVERSE PICTURE OF EATING

psychopathology, as well as the prevalence of eating disorders, a 2013 review of

2.4 WHAT THESE TRENDS SUGGEST FOR

A recognisable pattern emerges as societies advance along the economic

3.ASSOCIATION OF BODY DYSMORPHIC DISORDER

Department of management, St. Xavier’s College, Mumbai

with the administration, arts, humanities, and social colleges, as indicated by an

3.2 Materials and Methods

of each dependent variable were identified using a binary multiple

According to our research, BDD is a rather common condition among university

4.CONTEMPORARY PROBLEM OF GARMENT SIZES

4.2MATERIALS AND METHODOLOGY:

The investigation's methodology includes: