Fashion consumer behaviour - Essay Example

FASHION CONSUMER BEHAVIOUR: SOCIAL AND PERSONAL INFLUENCES Table of Contents Table of Contents 2 CHAPTER ONE 3 1.0 Introduction 3 1.1 Statement of the problem 4 1.2 Aims of the study 4 1.3 Objectives 4 1.4 Null hypothesis 5 1.5 Significance of the study 5 1.6 Scope of the study 5 1.7 Limitation 6 CHAPTER TWO 6 2.0 Literature review 6 CHAPTER THREE 9 3.0 METHODOLOGY 9 3.1 Introduction 9 3.2 Research design 9 3.4 Sampling Procedure and Sample Size 10 3.5 Piloting 10 3.6. Research instrument 10 3.7 Data analysis and presentation 10 References 12 CHAPTER ONE 1.0 Introduction Fashion industry exhibits an ephemeral nature owing to the fact that consumers demands changes with time (Kalish, 2005). The consumer preferences dictate the trends in the industry. For instance, the luxurious fashion exists in many brands, yet a consumer has a way of identifying with one or two brands. Other factors also play a significant factor in driving these trends. For instance, driven by status, individualistic desires, consumers are becoming more concerned with the brand status (Tsai, 2005). However, the worrying trend is the unpredictable evolution of the consumer (Moore and Doyle, 2010). Every market has unique consumer preferences, such unique attributes of the fashion are partly driven by social attributes like the family and culture (Pagla and Brennan, 2014; Hsu and Kai-Ming, 2008). According to Chevalier and Mazzalovo (2008), the brand status defines the fashion identity. Chevalier and Mazzalovo ascribed that achieving the identity requires exclusiveness, the stylish approach, the innovativeness, the designing to attain a style that stands out to attract the attention of the consumer. Many factors determine fashion consumer purchasing behaviours. For instance, the personal and social attributes may play a role in helping the consumers to identify with a particular brand of fashion (Tsai, 2005; Kalish, 2005). Identity to a brand of fashion is likely to influence the loyalty to the brand and its sustainability in the market segment (Hsu and Kai-Ming, 2008). Many brands work tirelessly to ensure they have superior brands and invest immense capital to market the brands (Kapferer and Bastien, 2009). However, most studies reported in the current literature fails to link the association between the social and personal attributes to purchasing behaviours (Jing, et al., 2013). A family is likely to pass down the fashion to the coming generation because the family bond and the preference to a given fashion play a role in the purchasing behaviours. These factors have not been studied well through deliberate efforts of linking of personal and social influences to how consumers identify with the brand status. 1.1 Statement of the problem The fashion industry is a multifaceted section of the economy that keeps changing with time (Solomon and Rabolt, 2004). The change is largely attributed to the increasing consumer demands. Besides, many brands are coming up, which increases the consumers’ capacity to select brands of fashion. The dynamic nature of the market requires that the fashion markets adjust to the market requirement. However, there are little efforts in linking the personal and social factors with the consumer purchasing behaviours hence the need for undertaking the research. 1.2 Aims of the study One of the driving forces for these changes is the social and personal identity to the fashion. The consumers’ preferences for the fashion are largely based on their attachment to the fashion at a personal and social level. The study aims to develop the knowledge on consumer attachment to the fashion based on personal and social factors. Therefore, the study aims to document how these factors affect the preferences and the consumer purchasing attributes for the fashion. 1.3 Objectives 1. To determine the role of personal identity toward a fashion in developing consumer emotional attachment for the fashion 2. To determine how personal identity with a fashion affects the consumer purchasing behaviour 3. To determine the role of family members and close relatives in influencing the attitude towards a fashion consumption 4. To determine social factors that determines emotional attachment to fashion brand and whether the attachment affects purchasing behaviours 1.4 Null hypothesis 1. There is no correlation between the personal identity toward a fashion and the consumer emotional attachment for the fashion 2. There is no correlation between the personal identity to a fashion with the consumer purchasing behaviour 3. There is no relationship between the role played by the family members and close relatives in influencing the attitude towards a fashion consumption 4. Social factors do not determine the emotional attachment to fashion brand and the attachment have no effect on the purchasing behaviours 1.5 Significance of the study The fashion literature has immense studies on factors that affect consumer purchasing behaviours. Most of the factors studies are so diverse that the market and business strategists may find it difficult to identify specific attributes that resonates with the business. Understanding of the role of personal and social attributes in influencing the consumption of fashion is a phenomenon that could help the fashion applets. 1.6 Scope of the study The study of consumer purchasing behaviour is an extensive area of research. In fact, personal and social attributes constitute a large volume of literature. From this realisation, this study will narrow down to the personal identity and the role of the family in influencing fashion consumption behaviours. Besides, the study will assess how selected social factors determine the emotional attachment to the fashion brand and whether the attachment influence purchasing behaviours. 1.7 Limitation The findings from this study may not provide an in-depth analysis of all the social and personal factors that influence consumer behaviour toward fashion. Besides, the studied factors are based on secondary data rather than primary data. Studies that employ the collection of both the primary and secondary data provide an in-depth outlook of the items under the study; therefore, this study is limited in the scope and the outlook of the objectives under examination. CHAPTER TWO 2.0 Literature review Scholars in the marketing research have invested immense amount of time and resources to assess fashion clothing dynamics, and the trends that shape the consumer behaviour toward different fashions (Jing et al., 2013). Under understanding the trends and possible changes is likely to help the industry change with time and increase the likelihood of meeting the consumer demands. The fashion industry is taking a global perspective partly because of the rapid advancement in technology. Technology plays a critical role in the enhancement of service delivery and the interaction between the consumers and the fashion applets. The emerging brands in the fashion industry are likely to give the consumer the edge because of the multiple choices gives the customers a wide variety of products (Moore and Birtwistle, 2005). These presents the consumers with several brands to choose from, hence reverberating the competitiveness (Ryan, 2009). The competitiveness increases the consumer capacity to make choices of the available brands. Studies by Chevalier and Mazzalovo, (2008) reported that existing fashion firms report dwindling margins of profit, which signify the need of identifying social and personal attributes that may have influence on the consumer changing demands. According to Moore and Doyle (2010), consumer revolution is taking place because of the increasing brands and the multiple varieties of brands available within the reach of consumers to choose from, which are partly driven by the consumer, market preferences, and the availability of competitive brands. In fact, consumers’ behavioural attitude increases with time, most of the aspects focusing on products brands and the identity. Therefore, the study aims to: H1: To determine the role of personal identity toward a fashion in developing consumer emotional attachment for the fashion According to Peng et al., (2011), the fashion with luxury status must possess the multi-faceted benefits to the intended consumers. A fashion that cuts across the different dynamics of the targeted consumers is likely to attain the perceived preferences (Vigneron and Johnson, 2004). The consumers must be able to use the fashion to communicate a sense of belonging, use it for affirming consumer identity, and portray some kind of social status. These are the underlying reasons that drive most of the largest fashion brand in spending millions to develop corporate brands (Chevalier and Mazzalovo, 2008). Consumers changing trends on luxury fashion are taking a new dimension. For instance, many consumers tend to place their preference for fashion based on emotional values. Choo et al., (2012) observed that consumers have high preference for fashions that gives them opportunity of purchase involvement, these creates a sense of closeness with such types of brands. Therefore, the study aims to: H2: To determine how personal identity with a fashion affects the consumer purchasing behaviour When customers are engaged with the brand at an emotional level, it plays a role in the successful implementation of the brand in the market (Kapferer and Bastien, 2009). Emotional attachment may involve a fashion that relates to the cultural aspects of the consumer. However, some elements of the family may also signify emotional attachment. Therefore, family and social aspect at large play a significant role in developing emotional attachment of the consumer to the fashion (Hsu and Kai-Ming, 2008). Perhaps, the role played by the family member in selecting the type of fashion for the young members of the family is essential for nurturing the attachment (Solomon and Rabolt, 2004). Scientists argue that consumers that have emotional tie to the brand feel the sense of memorable ownership of the fashion because it gives them a complete experience when consuming the premium brands (Pagla and Brennan, 2014). Building of the brand social status that blends with the attachment of the customers’ emotional values is foreseen as the method that nurtures the brand loyalty and the endurance of the customer (Gerard et al, 2011). Besides, a brand that has elements that encourage social attachment may help in the efforts of building the relationship between the brand and the customer. H3: To determine the role of family members and close relatives in influencing the attitude towards fashion consumption The love for the brand may also signify the emotional attachment to the brand because the consumers will develop strong attitude toward the brand. These tenets add value to the product because the consumers are likely to have high preference for the brand thereby playing a critical role in the sustainability of the brand and customer loyalty (Zheng et al., 2013; Gerard et al, 2011). Despite the extensive literature on the factors that influence consumer-purchasing behaviour, there is little study on the effect of social and personal identity in fashion consumption. Therefore, this study will link the consumer preferences toward fashion by assessing the impacts of social and personal attributes. H4: To determine social factors that determines emotional attachment to fashion brand and whether the attachment affects purchasing behaviours CHAPTER THREE 3.0 METHODOLOGY 3.1 Introduction The chapter describes the methods and the design used in undertaking the study. These include the strategies employed for the collection of data and the methods used in the analysis of the data. The chapter also provide the measures undertaken to acquire the individuals that provided the research data. 3.2 Research design The study will use quantitative method of data collection because the method is appropriate when collecting large quantities of data (Dillman, 2000). Besides, the quantitative method is the most appropriate method for generalising the respondent claims into numerical by assigning values to the research questions. 3.4 Sampling Procedure and Sample Size The study will use an online survey platform called the monkey survey in the collection of data. The method is a form of an online survey that outsources the participants from the online platform and gives the participants an opportunity to self-administer the questionnaire. The self-administration of the questionnaire gives the participants an opportunity to bring out the desire and perception, which could help in the study for the personal and social factors (Sauners, et al., 2003). The online questionnaire will consist of closed ended questions consisting of values that range from one to five (Likert scale – strongly agree to strongly disagree). The values will be assigned to the research questions. The study expects to target more than 200 respondents to take part in the study. 3.5 Piloting The piloting will help in the identification of participants with previous experience in buying clothing fashions. The piloting is essential in the identification of participants who will provide credible data that matches with the objectives of the study. 3.6. Research instrument A structured questionnaire with closed ended questions will be used as the main tool for data collection. The survey will be self-administered on an online platform (www.surveymonkey.com). The participants who accepts to take part in the research will be send an email with the link of the questionnaire and requested to take part in 3.7 Data analysis and presentation Collected data will be analysed using SPSS (Statistical package for Social Scientist) to assess the correlation between the dependent and the independent variables. Besides, the SPSS will be used for the analysis of descriptive statistics. The level of significance was tested at p≤0.05. References Chevalier, M. and Mazzalovo, G. (2008), Luxury Brand Management: A World of Privilege, John Wiley & Sons (Asia) Pte Ltd, Singapore. Choo, H.J., Moon, H., Kim, H. and Yoon, N. (2012) Luxury customer value, Journal of Fashion Marketing and Management, 16(1), 81-101. Dillman, D. A. (2000). Mail and Internet surveys: The tailored design method (2nd ed.). New York: John Wiley & Sons, Inc Gérard, P. Cachon, G. and Swinney, R. (2011) The Value of Fast Fashion: Quick Response, Enhanced Design, and Strategic Consumer Behavior. Management Science, 57(4),778-795. Hsu, L.J. and Kai-Ming, C. (2008) Purchase of clothing and its linkage to family communication and lifestyles among young adults, Journal of Fashion Marketing and Management: An International Journal, 12(2), 147 – 163 Jing, T.S., Parsons, G. A. and Yap, S. (2013) Corporate branding, emotional attachment and brand loyalty: the case of luxury fashion branding, Journal of Fashion Marketing and Management: An International Journal, 17(4), 403 – 423 Kapferer, J.N. and Bastien, V. (2009), The specificity of luxury management: turning marketing upside down, Journal of Brand Management, 16(5/6), 311-322. Moore, C.M. and Birtwistle, G. (2005) The nature of parenting advantage in luxury fashion retailing – the case of Gucci group NV, International Journal of Retail & Distribution Management, 33(4), 256-270 Moore, C.M. and Doyle, S.A. (2010), The evolution of a luxury brand: the case of Prada, International Journal of Retail & Distribution Management, 38(11/12), 915-927. Pagla, M. and Brennan, R. (2014) The development of brand attitudes among young consumers, Marketing Intelligence & Planning, 32(6), 687 – 705 Peng, N., Hackley, C., Tiwsakul, R.A. and Chou, C.-L. (2011), Antecedents of luxury brand purchase intention, Journal of Product & Brand Management, 20(6), 457-467 Ryan, F. (2009) Technology will boost consumers’ global power, Caribbean Business, 37(9), 38-40. Sauners, M. N., Lewis, P. & Thornhill, A. (2003). Research methods for business students. London: Prentice Hall Vigneron, F. and Johnson, LW. (2004) Measuring perceptions of brand luxury. Measuring Perceptions of Brand Luxury, 11(6), 484–506. Zheng, Z., Huang, M. and Chen, Y. (2013) Analysis on Customers’ Expecting Value Model - Based on the Empirical Study of Fashion Luxury Products, Advanced Materials Research, 796 (2013), 458-461 Solomon, M., & Rabolt, N. (2004). Consumer behaviour: In fashion (1 st ed.). NJ: Pearson Education, Inc Tsai, S. P. (2005). Impact of personal orientation on luxury-brand purchase value: An international investigation. International Journal of Market Research, 47 (4), 429-454 Kalish, L. (2005). China’s consumer market: opportunities and risks. London: Deloitte. Read More