• 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

    Performing to a high standard is good for BMW as it helps make to company successful. All employees get discounts for BMW brand products, and opportunities for promotion within the BMW group. Suppliers * Before becoming a supplier for BMW, BMW carry out extensive research on the company including financial

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

    Similarly another global public relations process they have used is 'The Millennium Dreamers Global Children's recognition programme. With this programme, young people from all over the world have an opportunity to express their hopes, dreams and plans for the future.

  1. For this assignment I have been asked to produce a new marketing strategy for ...

    I decided to make the colour of the can drinks black with fizzy bobbles to inform consumers that it is a fizzy drink. I will include blackcurrant pictures again to inform consumers that the drink is blackcurrant flavour. Sales promotion methods: A sales promotion may be defined as an attempt

  2. Marketing Research

    the other and that there were no other causal factors that could have accounted for the relationship. The different types of experimental designs are as follows: 1) After Only design: the experimental group's response after the experiment E.g Measurement of advertising recall, day after recall, or measurement of increase in sales after a sales promotion scheme.

  1. Unit 2 Investigating business

    us a grant, there is always a chance that they might offer to pay costs of extra training for our staff and we can apply for this, but for the type of business that we are we will be lucky to receive a grant from them.

  2. Applied Business Studies

    I will now be moving on to the next section of my work, which is about market research. I will talk about market research and segmentation in general and then directly about my business. Market research is an organised effort which has been carried to out to gather information about the market or customers.

  1. Promotional Activities

    The language and tone of the information should be understandable to teenagers, so not to use many mental health terms. The service of Young Mind provides to help de-stigmatise mental illness, and also to improve young people's mental health through the scheme.6 Summary The objectives above will need to be met using an integrated mix of promotional activity.

  2. Factors Affecting the UK as a Tourist Destination.

    Accommodation offers a good degree of space and convenience. Furnishings may be simple but are well maintained in all the bedrooms. Breakfast is offered daily to residents and their guests. Dinner is available at least five nights per week. Three star hotels indicates that it is a more formal style of hotel with a greater range of facilities and services such as colour television, telephones, radios, desk etc.

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