Buyer Behavior Influence: Buying Clothing vs. Personal Computers

For people who wants to buy clothing in Myer, they usually go shopping with friends or family, so they could get some suggestions from others. When people making decisions of buy new clothes, usually they have little knowledge of how the cloth will looks like on them, so they need to try them on, this process often take a long time. The influcences at the points of sales of these products will be whether customers like the style or not, the suggestions from friends, families and salesperson, and whether customers think the product worth the price (Rahman, Rahaman, Jensen, & Gällstedt 2008, p. 42-43).

This research is written to explore the consumer behaviours associated with fashion purchasing and help the manager understand what drives consumers to buy fashion products so as to determine the campaign strategy. The study proposes to investigate the people perceive what is fashion or unfashion and discover the possible relationship between different factors and the consumers’ willingness toward fashion. These factors include the effects of brand, the influences of mass media and social network, various shopping places. Surprisingly, the different attitude between different genders toward fashion is considered as an essential factor for people to engage in fashion purchasing.

A brand is a portfolio of qualities associated with a name, which in turn invokes certain images to individuals and hold values beyond the benefits of a product (Iacobucci, 2018). Brand association occurs when customers make a cognitive or emotional association with a particular brand. For instance, when a customer sees a certain color, symbol, logo, or name they automatically can make a connection to a particular brand. Brands start with a name that conveys information, suggest their benefits, or can even be named after their founders (Iacobucci, 2018). In the marketing perspective marketers can control the brand which they are marketing by using catching logos, colors, slogans, or even the products shape and appearance. In marketing a marketer can control the message they are trying to convey but cannot really have control over an individual’s association with that particular brand. Once a customer has an association with a particular brand they may favor the brand based on a past experience or even that individual’s sense of style or they may dislike a brand because of an association they

There Is a similar relation among the clothes. Several customers shop there based on the quality and prices as well as the features associated with the products. An advantage of the store is that it has a wide product mix and various offering in different categories and all these can be located at one place. This attracts a wide variety of customers. In line with their positioning of offering quality, trendy products, the brand is consistently updating its product line. The brand does not focus on innovation but rather on always leading trends. In relation to the product life cycle, clothing has a short life span from the first to last stage as tastes change easily. For this reason, it is important to constantly anticipate consumer tastes and preferences prior to launching a product so as to retain and possibly build customers loyalty. It is also necessary to develop a successful marketing strategy to display product offerings.

In the fashion industry, fashion brands are highly associated with branding, because of the intensive competitive fashion markets. Moreover, fashion brands are self-expressing to some extent (Carroll, 2008). Building creative brand image is important for the fashion brands. In addition, Carroll (2008) said that social responsibility and potential risks are the two aspects related to the fashion brands. Just as

in the clothes a parent and kid wear; thus there is no conflict brought about by perceptions of an

(2012) This leads me to question if fashion apparel is competing with industry’s sportswear markets by compromising the performance enhancing qualities for garments that are simply just aesthetically pleasing. (Morganosky, 1984) elaborates on this stating that consumers are willing to pay higher prices for apparel with a high aesthetic value regardless of the low functional value. Ko et al. (2012) agrees consumers’ value fashion and quality however argues they are not willing to pay a high price for something new and innovative. (Dickson & Pollack, 2000) add to this statement in relation to sports garments with female consumers regarding aesthetic aspects such as style and brand characteristics to be more essential than the functional aspects such as comfort and other physical performance-enhancing features. Similarly (Eckma et al., 1990) reports on the evaluation of purchase behaviour in women’s apparel. Style was chosen as more important in determining rejection or adoption of the garments. A visual criterion seems to have the greatest impact on selection of apparel such as fashion-ability or popularity, aesthetic appeal, and self-expression (Eckma et al., 1990). Although it seems there is a divide in opinion when it comes to retail pricing the majority of research studies seems to suggest there is a major emphasis on the aesthetic appearance.

Brand attitude has been widely used as a construct to exam consumers’ behaviours in fashion industry studies ( James, 2001). Attitude can define as a person’s psychological adaptation consists with 3 components: personal feeling, intention and beliefs (Kahle & Timmer, 1983) which regarding to a person’s knowledge, beliefs towards the product ( Sehutte, 1999) and previous experience ( O’ Cass & Choy, 2008).

There was an investigation in an attempt to understand what situational influences affect purchasing behaviors of consumers. Fifty subjects were asked to complete a survey in determining what attributes affect the decision to purchase a product. The effect of purchase was based on three different times of day: morning, afternoon, and evening. The effect of purchase was also based on whether subjects preferred caffeinated or non-caffeinated soda depending on the time of day. The subjects were asked to rate their preferences on a 5 point rating scale, one being

Like the way we just saw that 60% of the online purchasers are women, Similarly with changing social structure and society becoming increasingly contemporary, purchasing garments is no longer the forte of only women. Today men are becoming increasingly brand conscious and trend savvy. Now let us try to identify the key drivers that influence the decision making process for garment purchase which is different for men and women.

During the information search stage of their decision-making process, the consumer stated that they constantly looked at online shops and magazines to improve their personal understanding of fashion. It was noted that the consumer’s awareness set consisted of ten different brands. However, the size of her

The product itself is at the heart of brand equity and brand performance describes how well the product or service meets customers’ functional needs (Keller 2008, 64). Following is Moods’ brand performance measured by some attributes and benefits. Regarding primary ingredients and supplementary features, Moods is doing well with choosing fabric from partners in Paris and Istanbul, who provide the best materials for Moods’ collections based on the requirements of quality, color and even style of button. This leads to the good quality of final products, which help Moods sell them at medium-plus price range. In term of style and design, Moods’ products are unique and favorable in male clothing market because it reflects not only the moods of fun and happiness but also the style of cultural tales that Norwegians love. However, Moods still need to improve designs in female

This research presents the results of an initial investigation on “visual merchandising” and its effects on purchase behaviour and brand recognition. The context is concessionary branded female fashion offerings within a department store. The research utilises

Consumption is a process of acquiring, using and disposing of goods and services. Emotions play a very large role in consumer behavior. This behavior and emotions are affected and created by the society and the culture in which the consumer lives. For example, an American may approach the purchase of a costly car with relatively less pressure than a person in a developing country where a car could be a high unaffordable luxury. The customer will comprehend brands, offers and the meaning of the product based on the understanding that he or she has of similar brands and their experience by analogy or by hearsay from peers and form an opinion. For example a new soft drink from Pepsi may not be very informative in its advertisement but that it is from the stable of PepsiCo makes the users of Pepsi brands take it in without much research. Such an opinion is not based mostly on the complete set of facts. Where there are many alternatives or the information is scarce the customer has to make a lot of effort or 'high effort' to reach a decision and such a situation could be a turnoff. On the other hand the customer may not be inclined to devolve deep into facts in case where the brand value is established and may make a decision on little or even sometimes no information. (Hoyer;

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns