Fashion conscious behavior of working and non-working women in Pakistan-An empirical analysis. Shaiygon Madni

The objective of this study is to carry out a comparison between working and non-working female consumers. This is a quantitative study in which we collected data from different cities of Pakistan through a structured questionnaire. The random sample of study was 300 working and non-working women. Descriptive statistics and Chi square tests were applied to analyze the data while SPSS (2.0) software was used to draw the results. During the study we found that the working women are more fashion conscious than non-working women but there is not a significant difference among them. It was also noted that both groups of women obtain information about fashion and adaptation from different sources. However, they prefer and desire to be in nice apparels, which make them attractive and good-looking, the study conclude.