Besides, there a number of such factors such as the subculture, the stage of life, age demographics, the personality and perception and so on. In this research, we will be identifying those factors and exploring their impact on the buying decision of the consumers for fashion goods.
We are living a global village, where culture frequently come into contact with one another and as a result affects them. As the level of communication and interaction are growing with the rapid advancement in information and communication technology, with the same acceleration fashion is changing. One of the main factors that influence these changes in the demand of fashionable goods is consumer behavior. Consumer behavior 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 organizational buying, which involves buying for organizational purposes. For marketers to satisfy consumer needs more fully than competitors it is important to recognize the elements that influence buying.
This research proposal will identify the main factors influencing consumer behavior patterns, particularly when purchasing fashion items. It will examine how buyer characteristics influence buyer behavior and also how retailers react to such characteristics.
In particular this research proposal will look at the cultural factors, demographic factors and psychological factors that influence consumer buying.
What are the influences consumer behavior for fashion item product
How do the influences differ
What are the motivations behind the purchases
In which fashion segment the consumers are more loyal
Cultural influences, therefore, are powerful ones and if a company does not understand the culture in which a particular market operates, it cannot hope to develop products and market them successfully in that market.
Culture affects consumer behavior 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.
Cultural elements that influence consumer behavior can also be said to be environmental influences.
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)
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 purchase items of