• 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

    Nevertheless BMW's revenue, which added an 11% rise in the yearly profits. Interest rates also affect BMW in 2006 the high interest rates worldwide affected the price of crude oil and other raw materials and this caused higher costs for BMW's production and reduced consumer buying power.

  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. Explain how different marketing research methods have been used to make a ...

    M2 Explain the reasons for choosing the particular method of data collection for a selected product/service There are many different reasons for choosing different methods of market research. They need to be suitable for what information you need. If your service is local you may find it more appropriate to

  2. Applied Business Studies

    By completing this, it will keep me on target for my aims and objectives. Human Resources This section of my work will refer to the 'people' working within my business. The employees are vitally important if my business is to achieve its objectives.

  1. Marketing Research

    The design would be Location\ Month 1 2 3 Linking Road , Bandra A B C Andheri B C A Malad C A B Where A, B,C are different sales displays and 1, 2,3 are different months. If design A is instrumental in increase in sales in all 3 outlets

  2. Consumer Behavior- Heineken

    * Usually purchasing chocolate as a treat, or something special driven by the 'reward' mentality prevalent in society, therefore, they would like to choose a premium chocolate brand as this reward. * More sophisticated palate and therefore may enjoy dark chocolate with its high cocoa content.

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

    has been seen that search is more in consumers who are moderately knowledgeable, when the product is low in perceived risk. There are two dimension that influence the degree to which referent power can work they are whether the purchase is to be consumed publicly or privately and whether its luxury or a necessity.

  2. Promotional Activities

    It helps children and families to have the confidence to ask for help earlier. It also helps adults and parents spot signs a child or young person is in distress much earlier. This will prevent them spiraling into a situation that becomes increasingly difficult to recover from.

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