• 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. Marketing Research

    Or all teenagers who watch MTV in Bangalore/India " Sampling frame: is a subset of the defined target population from which a realistic sample is selected. For e.g , We may use a telephone directory of Mumbai as a sampling frame to represent the target population defined as " adult residents of Mumbai" .

  2. Promotional Activities

    In order to overcome this, Mind charity must get them interested in other interests they have, such as watching particular soaps on TV and giving a storyline with mental illness, or giving a free gift such as a wristband. Feedback: The charity will provide teenagers with the website address, and help lines for more information about mental health.

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

    Because focus groups are small participants are often picked out depending on their education, work, or gender etc. Observation can be a very good method of finding out peoples shopping habits. It gives accurate results on how people actually behave in certain situations as apposed to how they say they behave.

  2. Applied Business Studies

    The main time when the males buy more than the female is when they are directing plays, as even though there are many female directors, you see that more people that direct plays are males. On special occasions, for example, Halloween or Christmas, there would be an equal amount of

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

    again a decrease in profit as customers will move on to other fast food restaurants. As McDonalds profit will decrease they will not have enough money to expand, therefore will not be able to invest money to open up more branches.

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

    The threat of substitutes, however, is a very real threat. The soft drink industry is very strong, but consumers are not necessarily married to it. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate.

  1. Marketing Research

    The purpose of the survey will be to find out what students at the Calderdale College think of the quality of the colleges canteen. Marketing involves analysing customer needs, securing information needed to design and produce goods or services that match buyer expectations, and creating and maintaining relationships with customers and suppliers.

  2. unit 2 recruitment in the work place

    Some businesses might confront to unsuccessful candidates by telling they have not been offered a job. Selection Process: The selection process contains various stages of selecting the right candidate, depending on the size of the business and type of job role businesses decide what to do.

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