Business Review


The extent of the influence of Indian media on fashion choices is studied by finding the underlying feelings and motives behind fashion product purchase decisions for young female adults. The results showed that the influence of Indian media on fashion choices is minimal and does not lead to an active search for a particular product. Rather, the exposure is used to make a decision when they are faced with a choice between a product seen on the media versus another product. Accessories are more easily adapted than clothes, which are too glamorized. The soap dramas are more popular among the masses than amongst females belonging to a higher social class. Hence, the latter’s degree of adaptation is not as significant.


Foreign Media, Fashion, Lifestyle



Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published Online

February 19, 2021



Publication Stage



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