• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Analyses the factors affecting how consumers purchase fashion apparel

Extracts from this document...

Introduction

Title Analyses the factors affecting how consumers purchase fashion apparel. Background 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. ...read more.

Middle

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. ...read more.

Conclusion

Wrote a plan - draft part 1 01-May-08 Quickly look on the website for organisation Final Project. information and search on Athens. Borrowed book from the library Ask for advise from the researcher supervisor. Draft part 2 01/07/2008 Visited national library and looked up on journal Final Project. and articles. Reworked final project - draft part 3 26/08/2008 Keep in touch with the researcher supervisor ask for guidance. Final Project. Keep on looking for additional sources from all over the places. 25/09/2008 Looked up for other useful information. Final Project. Draft part 4 and revised on final project. 30/11/2008 Proof read Final Project. Submitted to Segi College and e-copy for Turnitin. Resources This study presents the results of the review of few academic papers selected from a large pool of articles on consumer behaviour in fashion apparel. The criterion for the paper selection was the focus on studying the factors on buying decision-making process. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Business Studies Company Profile

    Political, Economical, Social, Technological (PEST analysis) A PEST analysis is a checklist of the political, economical, social and technological aspects of the environment and how they affect businesses. BMW, to remain successful, will need to continually be undertaking PEST analysis.

  2. Mcdonalds. For this unit I will need to produce a portfolio of work investigating ...

    McDonald's mission statement as previously mentioned is to provide the best service and quality of food to customers and to be the UK's number one fast food restaurant. McDonalds have used this skill to become one of the most well-known companies in the world.

  1. Marketing Research

    E.g If an inflight telephone service was available on along flight , I would Definitely buy Probably buy Not sure Probably not buy Definitely not buy. 5) Projective techniques a) Word association : Words are presented , one at a time and respondents mention the first word which comes to

  2. Unit 2 Investigating business

    see any kind of information, for example, when hosting a dinner party and the payment is processed all stock that was used will also be updated on the system so at any time any of the members of staff can access This kind of information and see how much stock

  1. Applied Business Studies

    Flint is getting bigger and bigger, so the population density and their population growth rate is increase drastically. There have been more plans for hotels to be made, and more houses to be made. This is a big advantage for my business, as I would have a variety of people who would have a reason to shop at my store.

  2. Consumer Behavior- Heineken

    to their characteristics, listed below: * May see the purchase as part of a supermarket shop rather than as an impulse/snacking purchase. Prefer the delicate envelope-style wrapped bars thin shape which could easily be shared with their family or friends.

  1. REFERENT POWER AND WHY IT CAN BE A POTENT FORCE FOR MARKETING APPEALS.

    will decide first and everyone will see some people start to line up outside of one restaurant. If the others know this person is of higher precision (and even if they don't) a few people will follow their lead and join the line.

  2. Promotional Activities

    One in 10 children and young people in Britain suffer from behavioural, mental or emotional disorders that require some form of professional intervention. By raising awareness of mental health and depression with young people and adults who are involved in their lives, this will help stop the stigma surrounding mental health issues 2.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work