Effect of Brand Image on Consumer Purchasing Behavior in Clothing - Research Paper Example

? Effect of Brand Image on Consumer Purchasing Behavior in Clothing Grade (3rd, Nov. Effect of Brand Image on Consumer Purchasing Behavior in Clothing Results The results of the study indicated that female students normally spend much in purchasing clothes per semester, considering that none of them spent less than $50 per semester on purchasing clothing. All the female students fall in the spending category of between $50 to the excess of $450, with 15% of the female students being the category that spend less on purchasing clothes per semester, having their general spending of between $ 50-150. The number of female students who spent much on purchasing clothes on the other hand, stood at 30%, with 10 out of the 33 female students sampled indicating that they spent over $450 per semester. However, the highest number of students was found to spend averagely, having their clothes purchasing expenditure between $150-450, which is the category that exceeded half the number of female students sampled in the study, at a 55%. However, the statistics for the male students gives a totally different picture, with a substantial 14% of the male students spending between $0-50 per semester, a number that is also equal to the male students who spends above $450 per semester. The male students spending pattern is interesting, considering that those spending between $50-150 and those spending between $150 to 450 were also equal, at 36% in each category. The statistics of the students with a favorite brand for clothing was however peculiar, since the male students seemed to have a higher rate of preference for brand clothing, compared to female students. 45% of the female showed a brand preference, compared to 55% who did not, while the male students who had a brand preference stood at 48%, while 42% did not show any interest for brand preference. Nevertheless, the overall number of students who indicated a preference for a certain brand was higher, standing at 52%, while 48% of the students did not show any brand preference. Do you have favorite brand for clothing? Female Male Total Yes 15 21 36 NO 18 15 33 Among the sample of 69 students, 33% seemed to have a brand preference from a company that utilized animal fur, wool or leather in manufacturing clothing, while 31% did not prefer brands from a company utilizing animal products for cloth manufacturing. Nevertheless, 33% did not seem to know the materials used by the company from which they have a brand preference. 22% had a brand preference from a company that utilized renewable materials, while 25% had a preference for a company that did not utilize renewable resources. However, the majority did not seem to know whether the company from which they have a brand preference utilized renewable or non-renewable materials, accounting for 55% of the students with a brand preference. Even with the knowledge that the company from which the students had brand preference caused environmental damage, 14% of the students would still stick to the brand, while 36% would opt out. However, the majority, standing at 42% were not decided. Would you like to stick to this brand if you know this company makes damage to environment? Yes 3 2 5 14% NO 4 9 13 36% Maybe 5 10 15 42% Amongst the students with brand preferences, 36% preferred companies that supported the poor, the weak and the disabled, while 31% had a preference for companies that supported charity organizations. A minimal number of students with brand preference had a preference for a company that did not support the weak, the poor and the disabled, and the one that did not make contributions to charity organizations, at 17% and 19%% respectively. 42% of the student with brand preference would refuse to support their company, should they realize it does not meet its CSR responsibilities, while 25% would still continue to support the company. 39% of the students knew that the company from which they had brand preference had an overseas sweatshop, while 25% knew that their company treated its employees well. However, 25% of the students knew that the company they supported did not have an overseas sweat shop, while 28% knew that their company did not treat its employees well. Discussion Brand preference is an eminent characteristic of many Americans, who are mostly inspired by the advertisements that are aired, despite the fact that some of the products they purchase might have some harmful environmental, social, political or economic impacts. The mere fact that individuals can associate with the Marlboro man, Green Giant, Joe Camel or Ronald McDonald, makes the people fail to scrutinize the brands of the company they advertise (Degraaf, Wann & Naylor, n.d.). From the study results, the overall number of students who indicated a preference for a certain brand was higher, standing at 52%, while 48% of the students did not show any brand preference. While having a brand preference is not a problem, especially in issues to do with clothing and fashion, the problem lies in the fact that some of the brand preference is so blind, such that individuals do not even scrutinize the companies they prefer, to see whether they fulfill their duties to the society, through fulfilling their obligations under corporate social responsibility, supporting people with special needs such as the disabled, or protecting the environment from pollution (Lasn, 1999). People still go ahead to purchase products from companies that have subjected their employees to inhumane working conditions, child labor, meager wages, permanent injuries, diseases and even death (Degraaf, Wann & Naylor, n.d.). Businesses in the modern world say they do not care more about profits gain, but feels they are responsible to make the society better, and thus have corporate social responsibility as their creed (Bakan, n.d.). However, the reality is that self-interest overrides their responsibility to the society, and the society itself cares less. This is evident from the study, where 25% of the students with brand preference would still continue to support the company they preferred; even should they realize that it does not meet its Corporate Social Responsibilities. The spirit of heroic personal sacrifice, justice and defending moral ideals has long been overtaken by events in the American society, and in its place individualism and servitude reigns supreme (Lasn, 1999). This is eminent from the study, where it can clearly be seen that; even with the knowledge that the company from which the students had brand preference caused environmental damage, 14% of the students would still stick to the brand, while the majority, standing at 42% were not decided. Additionally, 39% of the students from the study knew that the company from which they had brand preference had an overseas sweatshop, while 28% knew that their company did not treat its employees well, yet they were still willing to support it. References Bakan, J. (n.d.). “Business as Usual” From The Corporation: The Pathological Pursuit of Profit and Power. DeGraff, J., Wann, D. & Naylor, T. (n.d.). “Industrial Diarrhea” from Affluenza: The All-Consuming Epidemic.” Lasn, K. (1999). “The Unofficial History of America.” The Uncooling of America. William Morrow / Eaglebrook. Read More