SOCIO-ECONOMIC AND PSYCHOLOGICAL CORRELATES OF FASHION CONSCIOUSNESS OF CONSUMERS

Fashion conscious people allocate a large part of their budget on a latest fashion. The present study assessed the socio-economic and psychological factors that play significant role in fashion consciousness. A convenient sample of 200 individuals (men=100 and women=100) of age between 22 and 44 years from Multan, Pakistan was taken to study the correlates of fashion consciousness. The estimates of ordinary least square showed that education, monthly income, materialism, and media exposure had significant positive impact, and price consciousness had significant negative impact on fashion consciousness of the sample, which partially support consumption theories (e.g., Absolute Income Hypothesis’ and ‘Relative Income Hypothesis). The study has implications for both consumers and producers. Key Words: Fashion consciousness, materialism, price consciousness, absolute income hypothesis, relative income hypothesis

An Empirical Examination of Relative Income Hypothesis: Evidence from Pakistan

The present study empirically investigates the relevance of the various specifications of relative Income hypothesis (RIH) in the case of Pakistan. World Development Indicators’ data is analyzed over the period of 1986 to 2016. This study tests the existence of income, consumption, and habit ratchet effects at the National level. Based on stationarity tests the techniques of Box Jenkin, Two Stage Least Square, Generalized Methods of Moments, and Limited Information Maximum Likelihood Method are utilized to estimate the four versions of relative income hypothesis. Findings of this research validate the significant prevalence of three types of ratchet effects in case of Pakistan. In Duesenberry-Eckstein-Formm (DEF) model, habit ratchet effect is found to be stronger than income ratchet effect. Whereas in modified Davis model Consumption ratchet effect exceeds the habit ratchet effect. It is observed that long run marginal propensities to consume are closer to one which demonstrates smooth consumption behavior over long period in Pakistan. The estimated short run marginal propensities to consume are observed to be less than long run marginal propensities to consume that accords with the existing consumption theory. These findings imply that all ratchet effects put pressure upon consumers to maintain the highest standard of living enjoyed in the past. In this process households do not retain balance between savings and consumption. Based on these findings, it is suggested to consider the impact of societal factor in formulating policies to shape the consumption patterns.

Keeping up with the Joneses: the Relevance of Duesenberry’s Relative Income Hypothesis in Ethiopia

Although it was mysteriously neglected and displaced by the mainstream consumption theories, the Duesenberry’s relative income hypothesis seems quite relevant to the modern societies where individuals are increasingly obsessed with their social status. Accordingly, this study aims to investigate the relevance of Duesenberry’s demonstration and ratchet effects in Ethiopia using a quarterly data from 1999/2000Q1-2018/19Q4. To this end, two specifications of relative income hypothesis are estimated using Autoregressive Distributed Lag (ARDL) regression model. The results confirm a backward-J shaped demonstration effect. This implies that an increase in relative income induces a steeper reduction in Average Propensity to consume (APC) at lower income groups (the demonstration effect is stronger for lower income households). The results also support the ratchet effect, indicating the importance of past consumption habits for current consumption decisions. In resolving the consumption puzzle, the presence of demonstration and ratchet effects reflects a stable APC in the long-run. Hence, consumption-related policies should be carefully designed as polices aimed at boosting aggregate demand can motivate low income households to gallop into wasteful competition so as to ‘keep up with the Joneses’—the relative riches.