Consumers purchase fashion
Consumers usually choose certain products, services or other activities over others because they are connected to certain lifestyle. Often, their decision making is not only based on personal experiences but also on external factors. Fashion marketers need to identify appropriate market segments in order to target the most profitable market. The factors usually which include personal factors, psychological factors, reference groups, demographic family, opinion reader, social class, and culture.
In Maslow’s hierarchy of needs, as individual move higher up the hierarchy, their needs, and motivation will different. Largely beyond the control and influence of the marketer, have a major effect on consumer behaviour and purchasing decision. Despite their incapacity to exercise any considerable influence on the above factors, marketers can have some bearing on the outcome of the buying process by using different marketing tools, the most productive being the 4Ps – product, price, place and promotion – also known as the marketing mix.
While the value and current standing of the mix as a marketing toolkit is frequently challenged marketing practitioners nonetheless widely view as the 4Ps as the tools that can impact the consumer’s behaviour and the final outcome of the buyer-seller interaction. Individuals that have high purchasing power will tend to buy more branded clothes than low purchasing power consumers. Families have major influence on the behaviour of the members especially in consumption related behaviour such as clothing. Many people sees their family as building road of their lives and important to build relationship (Tan, 1999).
Reference groups can influence consumers in different ways as well. First, they create socialization of individuals, developing self concepts and obtain compliance with norms in a society (Blackwell et al. , pg. 398). As for the opinion leader, because of their innovativeness and high involvement, fashion market often target them to spread positive word of mouth. Social class is influenced by family which they are raised from. Culture is divided to three subculture which includes acculturation, ethnocentrism, and gay consumers. Each sub culture varies in the way they purchase clothes.
In conclusion, all consumers have different needs, motivation, and personality. Reference groups, family, opinion leader, social class and culture also will affect how consumers purchase clothes. Research Questions and Objectives The purpose of this study is to investigate the factors influencing consumers’ evaluation of apparel quality during the decision-making process. To determine profile of customers in apparel business. Recommend market strategy to improve market growth of the company. Methodology A qualitative research style was followed and unstructured interviews and focus group interviews were chosen as data-collection methods.
A total of 45 unstructured interviews were held with 15 shoppers. . Each individual will receive a pack of tissue for completing the interviews. The researchers used certain stimuli during the interviews, the aim of which was to give the participants something concrete to react to, and to put them in a specific decision-making situation. On the other hand, large-scale piloting of the questionnaire is conducted. 200 questionnaires were email out randomly. They were asked to ascertain what influences them to purchase fashion apparel. Questionnaires are being analyzed and the results are taken to create charts and other related figures.