Marketing and Audience Research
Exploratory Research Report
Executive Summary
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
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2.2 Sample considerations
The target audience for this project is English speaking adults in Australia. Respondents of chosen samples are about 18-26 years old male and female. However, incomprehensive coverage of different age group of respondent may lead to a bias in this research.
2.3 Data collection and framework, and analytical considerations
The data was collected with certain procedures. Initially, comprehend the research topic and objective, secondly, sketch the interview question by following the guidelines provided on QUT Blackboard as framework of the research. Subsequently, record and conduct the interview with qualified respondent. Then transcribed the interview conservation and uploaded to the online survey system. Lastly, download three other transcripts from class database of interview transcript.
Interview as a method of data collection, encourages the interviewees to speak freely about given topic with a minimum of prompting or guidance (Krishnaswami & Satyaprasad, 2010). Moreover, interview transcripts have been analyzing and coding with thematic analysis, which is an identification and interpretation of aspects of the phenomenon. (Boyatzis, 1998). Dataset applied with thematic analysis - a conventional practice in qualitative research which involves searching through
The authors used participant observation and interview to do this research. I think the method of field work that provided the most insightful information was the method of participant observation. By
Bruce, M. & Daly, L. (2006). Buyer behavior for fast fashion, Journal of Fashion Marketing and Management , Vol. 10 No. 3 , pp. 329-344
(Choose a garment, which can be used to discuss fashion from the point of view of the consumer. This garment must be able to demonstrate how the consumer individually constructs their identity and conveys that identity through the style and styling of clothing. You should treat this garment as an object as a form of evidence, which can help you to explain theories of fashion discussed in the sessions. The intention of your analysis is to examine the ways in which we can ‘read’ objects and images, understand their meanings and explain them in the context of broader theoretical and social concerns. You should aim to be as analytical as possible. You may want to use further
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.
Materials such as wool, silk, and cotton had been used to manufacture uniforms for the servicemen and measures were taken to ration clothing for civilians. Women were more creative by showing their sense of style without expense or waste. Contrastingly, the highly competitive fashion industry today constantly drives to encourage and entice consumers to visit stores more frequently by aggressively merchandising fashion, indicating a shorter life cycle and higher profit margins from the sale of fast selling merchandise. Consumers today are more focused and demanding, forcing fashion retailers to instantly deliver the right product at the right time. Money worries, job-related challenges, and pressures about body image are concerns that directly impact fashion choices
Of the hundreds of named brand clothing that form part of the retail and fashion industry I chose to compare, for my analysis, Abercrombie & Fitch, Forever 21, American Eagle, and H&M. These stores are prominent, well-known for selling apparel, shoes, and accessories by the means of offering sales and promotions to their customers. This is a clever strategy for attracting customers, allowing them to believe that they bought goods at affordable, convenient prices – and not to mention the prestigious name prescribed to the clothing brands. Using keyhole.co as my main source, I obtained relevant and valuable information regarding the status of these brands. My intentions were to compare a period of 14 days, however, due to the limited access that I received from my free trial, the program only allowed me to see fewer of the dates than I anticipated. I want to take this opportunity and mention ahead of time that due to the various and distinctive products that are sold from these stores, when looking for the “spending capacity” I decided to focus on shirts/ jeans for men and women and compare the prices among them since each of these retailers carry those items and as a way to make this report easier to contrast and comprehend. Also, when approaching the section of “setting”, I screen-shotted some of the images on Instagram and made them into a collage to separate the type of clothes and trends that each of these brands sell currently. In the following modules
The questionnaire was circulated among the under-graduate students of Shaheed Zulfiqar Ali Bhutto Institue of Science and Technology, Karachi. All the participants of the research study were required to fill online survey designed on Google forms. Participants who took part in the study were between the ages from 17-27. After removal of the incomplete set of questionnaires, total of 50 out of 66 questionnaires were accepted and analyzed. Therefore, the total number of respondents, n=50 Males: n=38 (58.5%), Females: n=27
The U.S. women’s apparel industry market is mature, given that the average growth rate from 2005 to 2007 was 4.66%. Within the industry, there are 6 categories of clothing in which companies compete: haute couture, designer, bridge, better, moderate, and budget. Each category targets customers with different needs and different price ranges, with haute coutre and designer clothing ranging upwards from $10,000 and moderate
First, Baudrillard’ (1993, 1994, 1998) theory, symbolic consumption, as a focal notion of the study, is found to be a good foundation to understand consumers’ purchasing decisions for fashion brands. The findings show that consumers choose brands which have relevance or desired ‘symbolic value’ for them. Not only Baudrillard, the findings are also in line with the studies of Dittmar (1992, 1994, 2004, 2008), Elliott & Wattanasuwan (1998a) and Wattanasuwan (2003, 2005) regarding how consumers use fashion products; symbolic consumption is used to represent actual self-identity, and also to create ideal self-identity.
As a researcher begins their study they must have focused set of questions that are aimed at gathering information based on what the researcher would like to research. There are several methods of data collection researchers can use when using qualitative research to include such things as interviews, focus groups, observations, video taping and field notes to name a few types of data collections. Creswell and Poth (2018) suggested researchers use multiple methods when conducting qualitative research. This allows for stronger argument when themes prevail through multiple data collection sources. Data collection in qualitative research allows the team to ask question and modify the direction of the study as they see different themes appear throughout the research process allowing the study to really get the
The author of this essay is a consumer of high street fashion apparel and expresses a personal interest into the findings of the research. The author hopes to obtain an advanced understanding of consumer buying behaviour in the current economical climate and compare it with their own spending habits. The strategic issues that are relevant to this topic are as follows; are there specific groups of consumers being targeted when undertaking the research, what are the consumer behaviours that are notably different as a result of the recession and how have these behaviours affected the retailers. The aim of this research project is to understand the extent the high street has been affected by changes in consumer behaviour, caused by the
This document presents information about the conclusions that can be drawn from the consumer and market data based on ‘The Fashion Channel’ case study information (Stahl, 2007). In addition we will also look into the various pros and cons of the segmentation options for the Fashion Channel to increase their revenue stream.
The following four studies reviewed took place in Australia. This is an English speaking country that expects many of the same requirements as other English speaking countries. Due to the increasing number of international
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