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While the present generation is freer to express its opinions, exercise its choice and display its internal feelings, our elders thrive from an era of compliant attitude and acceptance in such a society required apparels well conforming to the age old traditions and regional attires.
The relationship between consumers’ perceptions of certain apparel items and human behaviour can be explained through characteristics of society. Society largely impacts the way in which consumers behave towards evaluating, purchasing, and using products. Present India is progressively moving towards a consumer society where individual identity is related to consumption, so that consumers’ judgments of themselves and others are related to the lifestyle that is created by consumption activities...
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