Factors that Influence Consumer Behaviour Patterns, when Purchasing Fashion Items.

University Degree Business and Administrative studies

Factors that Influence Consumer Behaviour Patterns, when Purchasing Fashion Items

Introduction

Consumer behaviour is a complicated and diverse area of study. Since marketing is based on identifying, anticipating and providing customer needs it is important to understand them. There are two predominant types of buying: consumer buying, which consists of buying products for personal use, and organisational buying, which involves buying for organisational purposes. For marketers to satisfy consumer needs more fully than competitors it is important to recognise the elements that influence buying.

This report will identify the main factors influencing consumer behaviour patterns, particularly when purchasing fashion items. It will examine how buyer characteristics influence buyer behaviour and also how retailers react to such characteristics.

In particular this report will look at the cultural factors, demographic factors and psychological factors that influence consumer buying.

Lancaster, G, Massingham, L, and Ashford, R (2002). Essentials of Marketing: Understanding the Behaviour of Customers. 4th edition. McGraw-Hill Education.
Chisnall, P (1975). Marketing: A Behavioural Analysis. 1st edition. McGraw-Hill Book Company (UK) Limited.
Williams, K (1981). Behavioural Aspects of Marketing. 1st edition. Butterworth Heinemann.

The Internet and databases used were accessed privately and also from the University of East London library, Docklands campus. Books were borrowed from this library as well.

3.0 Cultural Factors

Culture affects consumer behaviour in a variety of ways. It relates to customs and beliefs that are learned from the society in which an individual grows up. Culture is a huge area of study that often has unclear boundaries and fluctuates in degree of influencing consumers. Aspects of our socio-culture, such as sub-culture, social class and reference groups play different roles in influencing consumers. A common pattern of behaviour can be observed within groups. Cultural change occurs at a very slow pace and can be seen to marketers as threats or opportunities.

Cultural elements that influence consumer behaviour can also be said to be environmental influences.

3.1 Reference groups

‘A reference group is one that the individual tends to use as the anchor point for evaluating his/her own beliefs and attitudes,’ (American Marketing Association, 2004)

There are many different types of reference groups, which may have a direct or an indirect influence on attitudes, behaviour and self-image. Primary reference groups are those that an individual has continuous contact with, they may consist of family, friends, colleagues etc, and they hold the strongest influence over the individual. In secondary reference groups the individual has less contact, such as an activities club, but still feels pressure to conform. Aspirational groups have the least contact with the individual, but the individual still strives to become similar. Celebrity endorsements could be said to be aspirational groups. Regardless as to whether an individual is, or seeks to become a member of a particular group, the group can still influence the individual’s values, attitudes and behavioural patterns. The influence a reference group holds on an individual can be seen as positive, negative or both.

A good example of primary reference groups is the street gangs in Manchester. Moran (2004) writes of the gangs of youths in which members must dress according to the code of their gang. The gangs can be identified through wearing hooded tops, bandanas, balaclavas and gold chains. However, the Manchester Magistrates Court has banned four members of a gang from wearing hooded tops, bandanas and balaclavas in an attempt to make them look less threatening and dilute the gang dress codes. Members and individuals who are influenced by the gangs are in an attempt to conform, more likely ...