* Corresponding author e-mail: kishor_barad@yahoo.co.in Journal access: www.adpublication.org Tel.: +91 0000000000 © 2016 A D Publication. All rights reserved ID: IJRFM2016V1I100001 Volume 1 Issue 1 ,2016 International Journal of Recent and Futuristic Management A Peer-reviewed journal IJRFM 01 (2016) 001-005 Fashion Vs Fit – Impact of Intrinsic Cues on the Buying Behavior of Consumers Mallika Babu 1,* , Dr. Kishor Barad 2 1,* Mallika Babu, Faculty , Department of MBA, LDRP –ITR, Gandhinagar,India 2 Shanti Business School, Ahmedabad Gandhinagar,India A B S T R A C T : This study is conducted to examine the effect of intrinsic cues – utility and need on consumers’ purchase behavior at the place of purchase. This study is to examine whether consumers change their mind at the place of purchase to switch to other brands. A hypothesized model is developed based on literature support. The sample size was 719 and the survey took place in Ahmedabad and Gandhinagar and few other cities of Gujarat. The model fit was tested and related hypotheses were framed. The correlations between the change in planned behavior and the intrinsic cues were analysed. The factor which contributes more at the place of purchase to induce switching was also analysed. SPSS was used to analyse the data and AMOS was used to check the fitness of the proposed model. The result showed that there is a significant correlation between the intrinsic cue – need and the change in planned behavior at the place of purchase. © 2016 A D Publication. All rights reserved Keywords: Fashion,Fit 1. Introduction Times immemorial, clothes play an important role in man’s life. The association is more than just satisfying one’s physical needs. Consumers, generally look for many attributes while selecting clothes. Various research studies say that selections of apparels are based on various attributes, out of which few intrinsic cues are important in perception of quality. (Fiore & Damhorst, 1992). Studies have also analyzed the importance of intrinsic cues on purchase decision at the time of selection and at the time of trial. (Eckman, Damhorst, & Kadolph, 1990). In this research, two intrinsic cues namely utility and need were analyzed against the planned impulse behavior. Planned impulse behavior is a type of impulse buying behavior of consumers in which they plan a particular brand or design or colour, but the actual behavior varies from the planned one.(Karbasivar & Yarahmadi, 2011) The correlation between the intrinsic cues and the change in plan was also measured. 2. Literature Review Few studies classify the product attributes into intrinsic and extrinsic (oslon, 1977). It also says that intrinsic cues are more significant in purchase decision triggers, as they have higher predictive values. Based on the literature, four cues for need and ten cues for utility were selected. Both can measure intrinsic cues.