The aim and objective of this research is to identify the influence of various factors such as consumer behavior on the demand of fashionable product. It will also try to explore that what factors really motivate the purchase of this product. We will also be comparing the store loyalty of fashionable items and non-fashion items…
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 ...
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“The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy” (Consumer Behavior, 2010).
The company was of the belief that this would increase the sales. The company introduced the new design to showcase its partnership with World Wildlife Fund and raise funds and awareness to protect polar bear and its habitat. The danger of extinction of polar bears has grabbed the attention of the public worldwide and people resonate with idea of contributing to saving the species.
Name Course Instructor Date Consumer Behavior The aspect of motivation plays a major role in determining consumer behavior. Analysts and researchers argue that the instincts and needs of individuals have to be manipulated in such a way that they are inclined towards convincing individuals to making purchases.
In the decision making of the consumer, information definitely affects how the customer goes about before buying a particular product. In this case, through the GoodGuide app, the consumer is forced to reevaluate her product preference because the product that she usually buys has scored poorly, to be modest, on the GoodGuide app.
Based on this notion, it becomes apparent that Volkswagen is also quite likely to be strongly influenced by the consumer behavioural trends persisting in its target market which especially comprises of young age people from the urbanised regions in various geographical areas.
In general, for a major purchase there are six stages to the Consumer Buying Decision Process. It is important to realize that the actual purchasing is only one stage of the process and not all decision processes end up in a purchase. Besides it is also important to realize that it is not necessary for all the purchases to follow all the 6 stages.
And, adopting a very narrow and fixed perspective they tend to think that there is only one cars' market. However it is abundantly clear that customers' uses and expectations from cars' may vary from one customer type to another and each sold car may serve to fulfill different needs.
Brand: brand plays an important role in influencing consumer’s decision making. The consumer has been using this brand for quite some time and hence is familiar with it. A brand with which a consumer associates positive attitudes is
The GoodGuide is basically an application that provides the user with ratings on products in three categories such as health (nutritional facts of products), environment (impact to the environment), and society (ethical
Under consumer behavior, the customer plays three key roles; buyer, user and payer (Kuester 110).
Consumer behavior also places a lot of emphasis on customer relationships, marketing, consumer retention, personalization and customization. The
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