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1. Introduction
Globalization, rising income levels, change in consumption patterns of upper and middle class, and increase in number of women in workforce makes India an attractive market for international marketers. Indian middle class is expected to rise to 600 million by the end of 2010 ([35] EIU ViewsWire, 2006) making India one of the largest consumer markets in the world. The Indian urban clothing market stands at $3.5 billion and is expected to become the third largest market in the coming years ([6] Kearney, 2007). The change in socio-economic factors has contributed to the growth of Indian luxury market, and it is growing at the rate of 25 per cent annually. [6] Kearney (2007) projects, that current $3.5 billion Indian luxury market will turn $30 billion in 2015.
Men's apparel has occupied importance in the Indian market and building women's apparel business presents an irksome challenge ([11] Batra and Niehm, 2009). Women's clothing must combine the ethnic tastes with western styles to target to the needs of educated Indian women. Recent years have witnessed an increased interest in fashion and designer wear among Indian women ([48] Halpete and Iyer, 2008; [11] Batra and Niehm, 2009). The increased number of women in workforce is likely to affect purchase and consumption behaviours ([127] Technopak Advisors, 2010). The clothing purchase decision of Indian women is influenced by culture and social values. Women purchase trendy and modestly priced clothes; however, there is a growing number of affluent consumers ([65] Kapoor and Kulshrestha, 2008). This growing segment of brand and fashion conscious women presents an attractive segment to national and international apparel manufacturers. Insights about Indian women's fashion clothing involvement and influence of collective self-esteem (CSE) on their purchase decisions would help companies in their marketing decisions.
The global brands are popular among young women and are sold through specialty stores in the country. The traditional clothes remain popular among women; however, international fashion trends are gaining prominence ([48] Halpete and Iyer, 2008). Few decades earlier, Indian women lacked psychological and financial independence to purchase clothes of their choice. They show more independence in apparel purchase than previous generations and perceive shopping as leisure activity. The apparel purchase decision of women is influenced by television, internet, and clothing catalogues...