Attitudes Towards The Consumption of Fashion Brands Research Proposal

Attitudes Towards The Consumption of Fashion Brands - Research Proposal Example The research proposal "Attitudes Towards The Consumption of Fashion Brands" analyzes the attitude of the middle-class youths of Generation Y of Nigeria towards the consumption of conspicuous fashion goods. The current generation of the globe can be recognized as Generation Y. Generation Y is also known as Millennial Generation. These Millennials are the demographic group following the Generation X. The precise dates of the starting and the ending of Generation Y are not available. The birth year of this Generation Y is ranging from the 1980s to 2000s.According to several researchers, class characteristics cannot be applied to the people of Generation Y. Generally, young people aged between 20 and 35 can be considered as the people of Middle-Class Generation Y. Conspicuous consumption can be defined as the spending of money to consume luxury goods or services in order to display economic strength or power in public or society. Conspicuous fashion brands are those brands that are consumed by people in order to display living standard and economic strength. Most importantly, conspicuous fashion brands are also termed as luxurious or premium fashion brands. Consumer buying behavior of people depends upon the income class of people in emerging countries. Emerging countries are also can be considered as economically developing countries in which the number of the people of middle-class income group is higher comparing to the number of people of the upper class or upper-middle-class income group.