• 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. Consumer Behavior- Heineken

    Ghana, Lindt would like to give back to the country by helping to improve the lives of the Ghanaian cocoa bean producers. This will be done by donating a certain percentage of profits made from sales of the high cocoa Lindt excellence bar to the 'Lindt for Life' trust.

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

    Communicating with competitors is also beneficial for the business. If for example, Burger King introduces a product that has an affect on the sales and profit of McDonalds, then McDonalds via using other methods of communication such as sales promotion and advertisement will also have to promote their products.

  1. Marketing Research

    The accuracy of secondary data as well as its reliability would depend on the source 4) It might not be updated and not much of use in a dynamically changing environment Primary Data: Is the original data collected by the researcher.

  2. unit 1 market proposal

    * Achievable- marketing objectives must be realistic. * Realistic- objectives need to relate to the business and its activities and not to be too imaginary. * Timely- planning for objectives involves when and how they may be achieved. The marketing objectives for Beechdean dairies are: * Understanding consumer needs *

  1. Promotional Activities

    often obliged as one captive audience to listen to a person who is talking about mental health issues, and has a better understanding. Also, by de-constructing existing stereotypes, such as schizophrenia - as a number of people think schizophrenia is a condition where people have two personalities.

  2. Marketing Research

    This is business direction strategies like new opportunities and planning new markets. This type of research would be beneficial to Cadburys as it would help them to plan its future direction, for example identifying a new internal market to enter to make sure that the market that Cadburys has chosen is the right one for them.

  1. Consumer Decision Making Process for Purchasing Property in Spain

    Life Stages of Respondents 34 Table 8. Gender Analysis of Response Rate 41 Table 9. Reason for Company Use and Purchase Satisfaction 49 Table 10. Would Respondents Change the Purchase Process they Followed? 56 List of Figures Figure 1. Andreasan Model of Complex Customer Decisions (1965) 10 Figure 2.

  2. Factors Affecting the UK as a Tourist Destination.

    holiday at home as the http://www.independent.co.uk infers ââ Grounded by the diminishing value of the pound and fears about the recession, record numbers of Britons will choose to holiday at home this summer. ââ Source - http://www.independent.co.uk/news/business/analysis-and-features/its-an-ill-wind-uk-tourism-finds-recession-is-so-bracing-1522542.html Additionally, the research by Visit Britain, the tourism authority, has shown that 74

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