Analysing Fashion Consumer Motivations for Shopping Online-data analysis - Essay Example

ESSAY, MARKETING ANALYSING FASHION CONSUMER MOTIVATIONS FOR SHOPPING ONLINE-DATA ANALYSIS Introduction: Introduction It is important to highlight that this paper delves in the discussion of critical evaluation and assessment of the fashion consumer motivations in the shopping that is conducted online. For effective sales to be realized in an organization or any business entity, it is very vital for the business to involve itself in proper marketing. This therefore calls for the thorough marketing that is to be conducted by the entity with the aid if the sales and marketing personnel. Effective and efficient marketing strategies have to be therefore laid down so that the consumers are well informed concerning the business as well the products and services that are offered in the entity (Alex, 2012). This would therefore be quite ideal as it would stimulate he consumer demand by motivating them to go and make purchase concerning the products. The business entity would so realize better sales and hence optimize on the profit margins. Bearing in mind that the marketing is done online, it is important to reiterate that a large geographical coverage will be covered and this will therefore be quite beneficial to the firm as its products will be globally recognized and accessed by the various consumers. This will as well possibly stimulate the business to involve itself in globalization to enable all the consumers to enjoy the products without any shortage or failure (Chan, 2010). Demographics analysis It is important to note that demography is a very broad classification that encompasses a lot within it. The variables that form the demographics include things to with the age of the customers, their sex or gender and any other component or category that make up a given population. These could be levels of education as well as the category of individuals in a given population based on status, religious believes status as well as the races of different individuals. In the paper, it can be clearly noted that the minimum age that was in the marketing exercise that to mean whose products are sold was the age if 15 years of age with the maximum age being over 55 years though there was none who was in that age bracket. The largest number of people was between the age of 15years to 24 years and they were 67 people which were 65.69%, followed by 33 people in the age bracket of 25 years to 34 years and they were 32.35% of the total population (Brian, 2010). For the case of the marketing, it was found out that 88.35% were females with only 11.65% who were males. This was in a total population of one hundred and three respondents. All these are the aspects of demography and they are very crucial and sensitive issues that need to be critical evaluated in every marketing activity. It very important to get involved in conducting market research for the consumer demands and needs to be critically evaluated and the needs are effectively met by the items or products that are offered by the business (Hill, and Laurence, 2009). Whenever conducting the marketing exercise these aspects of demography should therefore be taken into account by the sales and marketing person who are conducting the exercise. If the products that are offered by the entity are actually meant to target a particular age target, race, class, levels of education or social status, then it is important for the marketing exercise to be geared towards that category that is the targeted group for the business entity. It is also important to highlight that th 92.23% have used the internet in shopping for over 7 years which is 95 people while 7.77% have used in the internet for a span of 4 to 6 years(William, Lauren, and Maura, 2012).. Quantitative Analysis When it comes to quantitative data analysis, it is important to highlight that there are various segments that were used in the coming up with the information that is presented for the actual analysis. This kind of analysis is quite factual based on the reason that the data are kind detailed with the reason that there are statistical figures that are incorporated in the assessment. This is the area under which the various motivational factors are going to be discussed in broad context. It is important to note that under quantitative analysis, the following factors such as fashion ability, per groups, socialization, product and information search, effect of the media, price and saving, convenience or the time saving nature of the marketing and finally the product information search (Shafaei, 2009). T-Test analysis The paper therefore begins with T-test based on the variable given. This will therefore involve the independent as well as the dependent variable. This will assist in the determination of the validity or the getting the true facts concerning the online marketing. From the data presented 33.66 % are strongly happy with the prices at their favourite online shop, 39.60% agree to be happy with the prices,39.22% strongly agree that online shopping saves time as 49.50% can get information in a short time (Shafaei, 2009). On the frequency of online shopping, it is very clear to note that 28 people which is 27.18% do their online shopping everyday, 11 people do it once a week which is 10.68%, 20do it twice or thrice a month that is 19.42%, 12. 36% that is 22 people do it once a month, 12 people do it every couple of months and this is 11.65%, only 4 people do it a couple of times a year,5 people cannot remember how frequent they do it while 1 (0.975) never does it (Robert, 2013). Taking the two variables, media influence as the independent variable with fun. It is important to highlight that this kind of test analysis is for the essence of analysing whether the two variables are diverse in regards of the independent variable. Considering the effect of media to the customers, it is important to highlight that there are customers who are influenced by the fashion based websites. These are sites that are designed and opened mainly for the online display. Concerning this kind of influence, it was found out that 88.35% females responded and 11.65% males also responded. In this, it is noted that 16 strongly agree with the fact, 74 agreed while 23 disagreed. The blogs that are also posted online is also another motivating factor that influences the consumer’s demand thereby making them to do shopping on line. This was found to be an effect on 101 responses whereby 11, agreed, 45 strongly agree, 13 disagree, 32 strongly disagree (Robert, 2013). Another category of people also get influenced by the online goods. These people buy the goods after they have been told of the particular good by their friends. This is also an effect on the customers based on the media influence. According to the data available, responses that were obtained showed that 21 people strongly agree, 32 disagree while the rest agree to the fact that they are victims of this as they buy goods having been told that there is a particular good online (Brian, 2010). Concerning fun, it is clearly noted that everybody had an opinion concerning the online retail shops that they use. Considering this, it was found out that average responses of the people gave their response that the shopping experience that they have had in their online shops is more exciting than the shopping that they could probably imagine of in any online retail shop. These responses summed up to 103 people. In this state, 43 strongly agreed that they find it exciting, 37peopler agreed while 23 disagreed with the option. On the people who made trip to their online shops to actually see for themselves, it is clearly noted that they found the experience in their online retail shops to be more of an escape. Out of all the responses, it was 446 people who made this kind of response. The last category of people concerning their fun experience in the online retail shops was that they made their way to said that the shops were providing fun to them (William, Lauren, and Maura, 2012). Correlation Another area that is analysed under the quantitative analysis is the correlation between the variables. it is therefore important to highlight that online shopping and product information search are the selected variables here. To begin with the responses in online shopping, it is noted that there are others who browse on the internet not to buy but just to see the new arrivals and the various prices that are charged on various products. This number was found out to be 93 people responded that the amount of clothes that they buy online is the same amount that they buy in the streets. In this response, it is clearly evident that 67 people strongly agreed with the question while 26 strongly disagreed. The last category under online analysis argued that they buy most of the brands online. This was 350 responses (Ilangkumaran, & Kumanan, 2009). It is also important to highlight that there were responses that were as well given concerning how the customers gather the information that are more beneficial to them about the various products that they consume. On this, 141 people responded that they can gather all the information about the product in a short time, 117 others would prefer to go look for the information that are related to fashion prior to purchasing of the product, 105 people would collect this information from the available merchandise to make their shopping more conducive thereby leading them to go for shopping at their online retailers. This was strongly agreed by 72 people, agreed by 15 and strongly disagreed by 16 people (Shafaei, 2009). Regression Still on quantitative analysis, it is important to discuss on the regression as it reflects in various variables. This area therefore discusses on how the customers react to the variables as well as how the variables are related and relates in the market situation. The variables that are therefore discussed in this section are price sensitivity and the fashion ability. Price sensitivity is how the customers react in the market whenever prices of the products either fall or rise. Fashionability the other hand will tend to assess how the customers react to the new arrivals in the market. 43 people strongly generally happy and conversant with the prices that are charged at their online retailing shops, 27 agreed and that they are quite optimistic in their responses when it comes to shopping and they argue that they expect to find good and fair prices of goods whenever they do their shopping online. Only 17 others strongly responded that the prices that are online are relatively cheaper in the sense that they are lower than those in the streets (Matt, 2011). On the fashion ability, it is clearly evident that 52strongly agreed that they prefer to do their shopping in their favourable online shops because they find new fashions and designs sold in the online retail shops. 29 people prefer to do their shopping online to enable them see the new trends in the fashion. 82 agreed that they like the items that they buy to be of latest styles hence making them to go online when it comes to shopping (Robert, 2013). Conclusion In conclusion, it can be noted that online marketing is quite ideal given that it ha so many merits that are accrued to it. Several customers also prefer it having various reasons behind this kind of shopping. It motivates them for the reasons that are so diverse (William, Lauren, and Maura, 2012). References Alex, B. (20121). Brilliant Online Marketing: How to Use The Internet to Market Your Business, UK, Cengage Learning, page 642. Brian, S. (2010). Basics Marketing 02:Online Marketing, New York, McGraw Hill Professional, page 231. Chan, H. (2010). Comparative study of adaptability and flexibility in distributed manufacturing supply chains. Decision Support System. 48(2):331–341. Hill, J. and E. Laurence. ( 2009). Public Management: A Three-Dimensional Approach. CQ Press, page 875. Ilangkumaran, M. & Kumanan, S. (2009) Selection of maintenance policy for textile industry using hybrid multi-criteria decision making approach. Journal of Manufacturing and Technology Management. 20(7):1009–1022. Matt, B. (2011). Internet Marketing: An Hour a Day, Willey and Sons, page 432. Robert, T. (2013) , International Business Case Studies For The Multicultural Marketplace, ,Boston, Routledge. Shafaei, R. (2009). An analytical approach to assessing the competitiveness in the textile industry. Journal of Fashion and Market Management. 13(1):20–36. William, K., V. Lauren, and Maura, G. (2012). Complete B2B Online Marketing, Willey and Sons Publishers, page 213. Read More