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UNDERSTANDING THE BEHAVIOUR OF CONSUMERS IN THE UK FASHION/CLOTHING INDUSTRY AN ANALYSIS OF YOUNG ADULTS AGED BETWEEN 16 AND 23 - Dissertation Example

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UNDERSTANDING THE BEHAVIOUR OF CONSUMERS IN THE UK FASHION/CLOTHING INDUSTRY AN ANALYSIS OF YOUNG ADULTS AGED BETWEEN 16 AND 23

Explain why you have selected this age group give reasons 14
Motivation for consumers to make a purchase 15
Influence on the consumer for buying clothing products 16
Methodology 26
Research issues 26
Research design 26
Data collection and analysis stages 26
Risks 30
Sampling method 30
Limitations 30
Time scale 31
Qualitative research 32
Quantitative research 32
Design of questionnaire 34
INTERVIEW 35
summary 36
Data Analysis and Interpretation 37
Conclusion 44
References 45
Appendix a-1 48
INTRODUCTION
Consumer behaviour is all about the activities about attaining for personal use and disposing out the products or services (Blackwell & Blackwell 2001, p. 66). The UK fashion market is one of the dynamic markets due to the fact that it is a diversified market with various individual perceptions and attitudes towards brands and trends existing in the market (Keynote, 2008). The literature review of this study is all about the fashion that influences the purchasing decision of the certain age group in the UK. The next part of the dissertation is the research methodology, where the real research will be conducted by the mean of collecting primary data and then analyzing and interpreting it (Ochoa 2010). In the end, the risk and limitations of the research will help analyzing some of the constraints. As per a source, identifying risks and limitations help in drawing future constraints (Fashion Universe 2002, p. 2).
FASHION INDUSTRY OVERVIEW Fashion Industry Overview Fashion is the style which prevails in a society at a particular time recognized by the society. The term applies more to clothing or attitudes of the people in the society. Fashion is a mode of dressing and behaviour. In recent world, fashion is known to affect life in a society, especially the modern society we are a part of. Fashion is subject to people. It is dependent on an individual’s discretion when to apply a fashionable product and when to change it. The fashion industry can be divided into four levels. Firstly, the primary level which consists of raw material production, textile production and tool manufacturing. Secondly, at the secondary level, the production of fashionable clothing by designers and retailers. The third level, the retail level, includes the channels through which the fashionable products are distributed. The fourth level, the subsidiary level, includes marketing activities. Competition and variety in the fashion industry are two vital factors affecting the entire industry and the people working in it. As the competition is tough and growing, the market for fashion products is also competitive and volatile. The complex world of fashion markets has persuaded scholars such as Jones and Han to set up classification for the fashion markets. The UK fashion industry Statistics indicate more than half fashion products are women's wear at the same time as another third is in the form of men's wear (UK Fashions Facts 2009). It is believed that most of the people who buy various brands of the fashion outlets in the UK are young people aged between 16 and 23. The UK fashion industry is the most energetic and diversified in the world. It has been studied that the survival of clothing businesses in the UK is directly dependent on how it captures and maintains market share amongst the people between ages 16 and 23. It is practical to study the vital and complex group (persons between the ages of 16 and 23) to get identify the ways to capture this market segment (Fashion Segments n.d.). Facts and Figures of the UK fashion industry The UK is a leading player in the fashion business. The quality, variety and growth of the fashion products of the UK have outdone other competitors like USA and the rest of Europe. The clothing and ...Show more

Summary

Contents
Introduction 3
Fashion Industry Overview 4
The UK fashion industry 4
Facts and Figures of the UK fashion industry 6
Research objectives 7
Motivation for research 7
Literature Review 8
Motivation for Research 11
Consumers in the UK and their needs 12
Author : kerlukegaetano
UNDERSTANDING THE BEHAVIOUR OF CONSUMERS IN THE UK FASHION/CLOTHING INDUSTRY AN ANALYSIS OF YOUNG ADULTS AGED BETWEEN 16 AND 23 essay example
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