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Marketing Principles and Practice - Essay Example

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Marketing Principles and Practice

According to the study of consumers’ buying behaviour, the fundamental influences are generally focused on certain basic aspects including Cultural, Social, Personal and Psychological factors of a buyer on their purchase decision. However, from the perspective of postgraduate students’ buying decisions, it has been observed that there is a significant variance in terms of buying decisions regarding fashion products within this customer segment. Hence, the buying decisions of the postgraduate students have significantly modernized or evolved accordingly to the modern situational influences such as, influence of peers, social media, benefits of advanced electronic shopping methods and influence of recent trends among others. The modern organisations are significantly conscious regarding the desires of the college or post-graduate student segment.
In general, there is a positive attitude which has been observed in the postgraduate students with regard to their purchasing or acquiring of fashion products and advanced services. The customers in that specific segment have more favourable attitudes on buying high-end fashion products. The postgraduate students form a positive or indifferent attitude concerning purchase of fashionable products in keeping with their previous buying experience. Moreover, beliefs regarding the benefits of buying fashionable products generally facilitate to derive an encouraging influence on postgraduate students’ attitudes towards purchasing fashion products. ...
onal influences such as, influence of peers, social media, benefits of advanced electronic shopping methods and influence of recent trends among others. The modern organisations are significantly conscious regarding the desires of the college or post-graduate student segment. This segment highly involves in acquiring the products according to their attitude and beliefs (Wang & Xiao, 2009). In general, there is a positive attitude which has been observed in the postgraduate students with regard to their purchasing or acquiring of fashion products and advanced services. The customers in that specific segment have more favourable attitudes on buying high-end fashion products. The postgraduate students form a positive or indifferent attitude concerning purchase of fashionable products in keeping with their previous buying experience. Moreover, beliefs regarding the benefits of buying fashionable products generally facilitate to derive an encouraging influence on postgraduate students’ attitudes towards purchasing fashion products. However, the risk of being out of fashion by purchasing products that might not be suitable according to the present trend is a negative influence on postgraduate students. Although in terms of purchasing fashion products personal needs as well as preferences play a dominating role, the various ethical issues that might be negatively associated with a company can create pessimistic influence towards purchasing of that fashion company’s products by postgraduate student segment of customers (Lee, 2009). Buying Behaviour and Influences The buying decision of the postgraduate students is highly focused towards focusing on recent trends along with maintaining attitudinal involvement with the products they acquire. Moreover, there are several major ...Show more

Summary

The paper intends to discuss the various factors that influence the purchasing decisions of the postgraduate students for fashion products. The impact of the particular buying behaviour influences for gaining competitive advantage towards the marketers has also been highlighted in the discussion. …
Author : loraine19
Marketing Principles and Practice essay example
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