Available online at https://dx.doi.org/10.19085/sijmd070502 88 SCHOLEDGE International Journal of Management & Development ISSN 2394-3378, Vol.07, Issue 05 (2020), Pg 88-98. DOI: 10.19085/sijmd070502 © SCHOLEDGE Publishing www.thescholedge.org |Email: editorial@thescholedge.org The Bandwagon Effect and Consumption of Fashion Goods: A Case of Young Consumers of Pakistan Dr. Irfan Sabir 1 & Ashna Azam 2 , Muhammad Bilal Majid 3 , Dr. Mohd Sadad bin Mahmud 4 , Naila Sabir 5 1,2 University of Central Punjab, Lahore, Pakistan. 3,4,5 Universiti Sultan Zainal Abidin (UniSZA) Gong Badak Campus 21300 Kuala Nerus, Terengganu, Malaysia. Abstract In Marketing, making a choice highly depends upon the reviews and ratings. A purchase decision can easily get affected by the rating of five stars from several reviewers. A trend regarding fashion goods is increasing in Pakistan. The present research was conducted on bandwagon and its effect on the consumption of fashion goods in Sialkot. The purpose was to know how others’ perceptions influence youth in Sialkot, Pakistan. Quantitative research nature was used. While the self-administered questionnaire survey was conducted for the collection of data and distributed among sample size of 200 youth in Sialkot Pakistan. Correlation and Regression analyses were carried out in SPSS for testing hypotheses. Results indicate that bandwagon has positive and significant influence on the consumption of fashion goods. Findings will be beneficial to the fashion good companies to help them in making strategies in Sialkot Pakistan. Keywords: bandwagon, consumption, fashion goods, reference group, latest trends Introduction Background of study In today’s world of socialization, we are losing our identities and influenced by the thoughts of others. Bandwagon effect refers to a situation where individuals behave the same as their reference group (Umuhire, 2013). The research was being conducted to know the reason behind people's high intention to follow others and become a part of the crowd. People are ready to spend a high amount of money to buy the fashion goods that others are buying. People are now in a race just to be better than the group of people they interact with. The topic of the article represents this present scenario and revolves around it. Now consumers prefer to purchase something that a large group of people purchases. Bandwagon is a scenario where people change consumption patterns according to their social circle to be a part of it. When reference group around people purchase something new and tells them about it, they immediately want to go and purchase so that others can see, and when other’s see some of them also get influenced and visit the same place and purchase the same items, as a result, this circle goes on and on and people ends up becoming the part of the crowd. When this circle goes on the demand for that product also increases resulting in the increase in price. Even a recent university study found that people are more likely able to press the like button where they already see a bundle of likes (Johan Egebark and Mathias Ekström, 2011).