Consumer Shopping Behaviors And Brand / Product Preference

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.

The fundamental factors that were identified to develop the psychological processes include perception, learning, memory, thinking, emotion and motivation (Sternberg 1996). Following the structure of the SOR model, Howard first (1969) proposed the consumer decision-making model (Richarme, M., 2005), which was further developed to be the ‘Theory of Buyer Behaviour’ (Howard et al., 1973). The model considered environment stimulus as variables impacting consumes, and was triggered from various sources. These inputs included core elements of products such as price, quality that the buyer truly confronts (Loudon et al., 1993) as well as symbolic stimuli resulted from advertising. Besides, social stimuli including family, peer and other reference groups also influence consumers before entering the decision process (Foxall 1990). In contrast, Engel et al (1995) did not focus on environmental factors, but paid more attention to the hypothetical construction of the decision process that was the main organism being influenced by inputs. The entire organism was structured around a seven-point decision process: need recognition followed by an internally and externally information search, the evaluation of alternatives, purchase, post purchase reflection and disposal. Aligning with Howard (1973), mainly two factors significantly affected these decisions. First, market stimuli affected consumer’s information process which was

Since its foundation dating back in 1950s, the concept of brand image has become the crucial factor which decides the buying behaviour of consumers. Further with the emergence of fashion industry and globalisation brands have travelled across the countries border , companies are constantly working in providing good quality of goods and services in order to build a strong brand image which will guarantee them the consumer confidence and hence results in profit maximisation. So it is necessary to examine the ways in which consumers are influence by brand image which guides their buying behaviour. In this research, influence of brand image will be analysed in accordance with the

Have you ever notice how the marketers always trying to get to you or get your attention? Marketers will always find a way to lure the consumer to come into their stores. According to the book “Why we buy: The Science of Shopping” by Paco Underhill, he talks about the strategy of marketing and consumers. The book explores how people are influenced by the retailers. He talks about how people act and react.

In order to better visualize the realm of brand's position in the market, fashion managers should execute VALS Model. Through Values, Attitudes, and Lifestyles System for Maison Martin Margiela we are able to precisely measure company's target consumers and their buying motivation that stimulates consumer behavior. This system allows to deep into humans psychology and examines consumers' values, lifestyles, and attitudes. VALS is based on two dimensions: resources and self-orientation. It classifies people into eight groups: innovators, thinkers, achievers, experiencers, makers, believers, strivers and survivors. It is critical that fashion managers analyze population shifts, market size, age groups, gender, family status, social classes, income, education, attitudes, lifestyles and nationalities in order to collect an appropriate information to enter inside their potential markets. While conducting research, it is obvious that in fashion industry innovators, achievers, experiencers and strivers are the most important groups that fashion managers have to consider and attract their attention. Each of these group willingly spend money on products that are beyond their needs, but satisfy their egos. These four groups that MMM should focus on, as they are striving to achieve prestige, status, excitement, and they are giving a huge credit for their appealing. These types of consumers' who are successful, wealthy and aren't hesitate of the high prices on tag so that they can be socially accepted as the image is an important aspect for them, and a prestige afforded them with such purchases. Interestingly, the Country of Origin and Manufacture plays a tremendous role in choosing a brand to satisfy their self-esteem as well. Obviously, France and Italy are known as the most

In today’s world of various products and services, businesses aim to excel and lead the competition by marketing the most number of consumers, which is a full time endeavor of business. To survive in the market, a firm or an organization has to be constantly innovating and understand the latest consumer trends and tastes. Marketers need to understand consumer behavior because the decision-making process for consumers is anything but straight forward. Consumers’ behaviors and their purchasing patterns is a huge advantage to understanding the way customers think and the reason for their purchases. Therefore, the study of consumer behavior is important because it allows the

Brand consumption plays a big part in everyday lives. We all think consciously about the products we buy such as food, clothing and electronics and the certain brands they come in. The purpose of this reflection is to demonstrate how brands affect individual and communities’ perception when buying products and how the brands HP and Glassons play an important part of my life and how they reflect me.

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

A company could acquire knowledge about its consumers needs regarding their behavior and desire of purchase with these factors in mind (PEST analysis, Dec31, 2013). The target customers of H&M are mainly youths and adults of both genders and also the children. Desires and needs of its target groups greatly vary based on the country’s culture and region. The clothes that are trendy and easily wearable in European countries may not be accepted and are differently perceived for the people in Middle East. Thus consumers are diversified and H&M puts its effort to understand the targeted market segment practicing different religions and acceptable in the

Modern marketing management works hard to resolve the common problems of consumption of products. The study of consumer behavior is therefore very significant in marketing in ensuring survivability of the firm. There is a lot of rivalry in every industry, and the company needs to be very innovative and recognize the latest tastes and the need for the consumers. The information gained in studying consumer behavior can be extremely crucial in helping to exploit the available market opportunities. This report analyzes the consumer behavior using two fashion apparel brands, Gucci and Gap. Gucci and Gap are international companies with their bases in different countries and continents. They have both been ranked in Forbes Global 2000 list of largest companies worldwide. The market segment of the two companies is different with Gucci targeting the wealthy folks (including children, youth and old people) and Gap targeting twenty-five to thirty-five middle-class consumer. Due to the difference in the nature of the products sold by the two brands, their consumers portray different kind of behavior. These different behaviors provide the fantastic scenario to analyze and understand consumer behavior.

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;

Target Consumer Demographics Psychographics Usage Behavior Consumption collection Age: 15- 60 Content Image Conscious Influenced Spending Power Youth trends Physically Active Eat Out 25% of Indians

Changing Perception of Consumer towards Brand Choice and the role of culture in it: A Pakistan perspective

Consumer behavior is the process by which individuals seek, decide, procure, utilize and dispose of products so as to satisfy their needs and wants. Consumer behavior is attracting interest from scholars especially the marketing psychologists. The concept is important to marketing because it reveals why, when and how consumers make the decisions to buy. Many factors influence consumer behavior, for example, the price, preference, loyalty, culture, and region ( Suranyi, 2011). The paper would address into depth the relationship between religiosity and Islamic consumer behavior.

Industrialization, Globalization, Marketing revolutions & Consumerism at the backdrop, India is witnessing unprecedented changes in its markets & marketing trends. The impact of this phenomenon is visible across all four P’s i.e. product, place, price & promotion. Although the agenda of this entire journey is being widespread by the phenomenal aspect of Marketing called Advertising. India being a developing country has huge unexplored & untapped market that gives an open invitation to top marketers around the world to come & operate here. According to the latest Census report that revel the fact that India is a young nation. A major share of its population is below 35 yrs. Within that population there is a very interesting age bracket which is between 13 yrs to 19 yrs called Teenagers & it grabs the eyeballs of many. Most interesting aspect is that Teenagers are the obvious choice of both domestic as well as international marketers & advertisers. It has been scientifically proven that they are impulse buyers. In order to target the Teenagers, a marketer has to equip himself with the detailed knowledge with scientific tools to be used in the right shapes in order to achieve the desired objectives. This exercise is extremely delicate & important which needs precision that can only be achieved through investment of money, effort & time in the field of