Consumer Behavior Research: Student Preparatory Attire Case Study

For the purpose of this study, the researcher intends to use a cross-sectional research design where all the data will be collected at the same time. The distribution of the research questionnaires will take place over a time period of two weeks where the main data will be collected from the respondents.

This section will provide the rationale of the methods employed and highlight how the study will be performed. The study will examine the population with the sample size identified, data collection method and its analysis will be offered.

This report investigates the fashion clothing purchase behavior by examines the drivers such as perception and motivation. Four adults have participated in this research, in order to complete an interview which conducted under QUT guidelines, and transcripts collected have been used as thematic analysis for further process. Some major findings and recommendations generate after data analysis of interview transcript. Notwithstanding that fashion is subjective, Researcher discovered commonality that consumers tend to perceive a brand value with its price, and higher price implicates better quality and value. However most of the consumers reveal the

A lot of times, people overlook how difficult it really is to establish a successful brand or collection for a clothing line. A significant amount of thought must go into this process because of all of the resources that are necessary to take into account. With a clothing line, I believe that it is absolutely necessary for one to take the economic portion equally, if not, more seriously than the actual creative direction and design. Fabric is the number one reason for this. Based on trends of the last few years in “street wear”, more brands that have a primary teenage audience have sprouted into replicating the aesthetic of higher-end brands because of the shift in culture that the social media market has cultivated. This caused a boom in the street wear market, because the cost of replicating a high-end fashion t-shirt in a country like China, is very inexpensive. The reason for this has to do with the fabric, and as well as the advertising manipulation that goes on behind the scenes. See, most of the kids who are purchasing these replicated high-end products, haven’t felt

Another important point in the business industry is affective response to touch and its influence on persuasion. The opportunity to touch products has been shown to have a

Section III provides the literature review. The data description and empirical design are presented in Section III. Concluding remarks follow in Section IV.

It is in the human brain, in both the left and right hemispheres, that the mental flows, processes, and psychological reactions take place that result in an individual’s sensory experience. A sensory marketing framework is based on the assumption that a firm should reach the five human senses at a deeper level than is reached by mass and relationship marketing. Because of this, sensory marketing is concerned with a firm’s treatment of the customer, that is, with how it meets the individual in a personal, mutual way through dialogue, interactivity, multidimensional communication, and digital technology. This is different from customer acquisition in mass marketing or customer retention in relationship marketing. The treatment of the customer should be based on logic and rationality as well as emotions and values to create brand awareness and establish a sustainable image of a brand. (Hultén, B., Broweus, N. and Dijk, M.,

Kluter, H. and D. Mottram(2007) Hyundai uses ‘Touch the market’ to create clarity in product concepts. PDMA Visions,31,16-19

“The world has changed, but our methods for understanding consumers have not. We keep relying on familiar but ineffective research techniques and consequently misread consumer’s actions and thoughts. The products we create based on those techniques, simply aren’t connecting with consumers.”

Strong brands influence purchase behavior (Dyson, 2016). Marketers must, therefore, focus on triggering motivating impressions amongst the consumers. Particularly, they must ensure that as consumers contact the brands, news, gossip and publicity will be inevitable (Gassmann, 2010). To achieve this, the functionality of the product should be unrivaled. Simply, product functionality is the key to brand success.

1.1 The importance of brand image on fashion clothing Clothing, as a matter of fact, is a kind of necessity that helps keep our bodies warm. Human beings cannot live without the protection from clothes in adverse conditions and this signifies how important clothing is for us. Nowadays, in addition to the basic functions, clothes can also serve as fashion items, which can tell how significant an individual is, express the status an individual has and what their personal image is like (O’Cass, 2000). Thus, clothing can help represent our personal identity.

The purpose behind this study was to examine consumer feelings towards purchasing environmentally friendly clothing. This study focuses on the consumers feelings towards environmentally friendly clothing. To evaluate this, a survey was administered to 15 respondents, 7 of which were a random sample of students in Sequoia Hall at CSUN and 8 of which were randomly selected consumers shopping on Ventura Blvd. in Sherman Oaks, California. They were asked how likely they are to purchase environmentally friendly clothing (mean of 4.73). A larger percentage of

Exposure is a main feature which influences consumer’s perception about a particular product. A consumer will be more comfortable in making a buying decision if he is more and better informed about a product. That’s why, companies try to do their best to effectively publicize and announce their offerings (Mack, 2012). However, this situation creates a problem: When every business bombards consumers with marketing messages, consumers tend to tune out. Therefore to effectively inspire consumer perception, a business has to expose its product to public along with that it has to keep some distinguishing factor in its product due to which its product should stand out from the crowd.

Attitudes towards a particular product can be learned and it is the marketer’s duty to make the consumers aware of the benefits of their products. They should focus on the value benefits of the product and win the trust of consumers

This chapter presents the Introduction, Background of the study, Statement of the problem, Objective of the study, Hypothesis of the study, Scope and Delimitation, Significance of the study, and the Definition of terms.