Attitudes Towards The Consumption of Fashion Brands - Research Proposal Example

Attitudes Towards The Consumption of Conspicuous Fashion Brands By Middle Generation Y Members of Emerging Economies. Case study: Nigerian Youth." Table of Contents Introduction 3 Literature Review 4 Own Individual Style 5 Saving Money 6 Personalized Products 7 Nostalgic Admiration 8 Research Objective 9 Research Question 9 Research Methodology 9 Time Frame 11 Conclusion 12 References 14 Introduction Current generation of the globe can be recognized as Generation Y. Generation Y is also known as Millennial Generation. These Millennials are the demographic group following the Generation X. The precise dates of the starting and the ending of Generation Y are not available. According to some commentators and researchers, birth year of this Generation Y is ranging from 1980s to 2000s.According to several researchers, class characteristics cannot be applied to the people of Generation Y. Generally young people aged between 20 and 35 can be considered as the people of Middle Class Generation Y. It is important for the readers to understand the meaning of conspicuous consumption before discussion about conspicuous fashion brand. Conspicuous consumption can be defined as the spending of money to consume luxury goods or services in order to display economic strength or power in public or society. Conspicuous fashion brands are those brands that are consumed by people in order to display living standard and economic strength. Most importantly, conspicuous fashion brands are also termed as luxurious or premium fashion brands. Consumer buying behaviour of people depends upon the income class of people in emerging countries. Emerging countries are also can be considered as economically developing countries in which the number of the people of middle class income group is higher comparing to the number of people of the upper class or upper middle class income group. People of upper class or upper-middle class income group in emerging countries generally buy luxurious goods as they perceive these goods as high quality goods. On the other hand, Generation Y middle class members generally try to avoid the consumption of the goods due to low disposable income comparing to the disposable income of the people of upper class income group. Nigeria can be considered as the largest economy in Africa in terms of GDP growth rate. The government of this country is motivating renowned global organizations to enter in the country to maintain growing econoimi8c growth rate. Moreover, business growth of service industry is helping the nation to become one of the economic superpowers in Africa. This particular study will help to understand the perception and buying behaviour of the middle class people of Generation Y. Moreover, the study will analyse the attitude of these people towards the consumption of conspicuous goods. Literature Review It is true that global business environment is becoming highly competitive as several leading organizations in this world are trying to adopt and implement strategies in the business operation process according to the demand of the target customers. It is true that the demand of the goods and services has been changing drastically generation after generation. Nigeria is one of the emerging economies around the globe. Several leading multinational organizations are trying to enter in this country by observing positive purchasing behaviour of the people of Nigeria. It is clear from the introduction paragraph that the current generation in this globe can be recognized as Generation Y. This literature review will help to determine the trend of Generation Y of the attitude towards the consumption of fashion goods under the conspicuous brands. According to recent studies and literatures, Millennials are less interested in the consumption of logo-centric branded clothes (Olotu, 2011, p.12). The youths of Generation Y are significantly focusing on the consumption of the unbranded goods. According to the millions of the youths, there are several reasons behind this growing trend for unbranded goods among the young Millennials. These reasons are mentioned below. Own Individual Style It has been mentioned earlier that Millennials are getting less interested in consumption of branded and logo-centric fashion products. It is true that, several experienced and aged people love to consume branded goods to define their standards and classes in the society. But, it is known to all the Nigeria is emerging economy. Therefore, income level of the common people is increasing significantly. But, the youths of Generation Y are trying to do something different in terms of clothing. According to the youths, choosing unbranded shirts or T-shirts can help them to develop own individual style as per fashion is concerned. According to these individuals, it is harder to be unique when 99 individuals out of 100 are wearing shirts or t-shirts of same fashion brand (Batra, 2000, p.9). Therefore, they are choosing unbranded and casual outfits in order to be unique and develop personal style. Most importantly, the youths of this Generation Y has grown up surrounded by several differences. In addition to this, emergence of digitalization and globalization has changed the mindset of these individuals. These reasons prohibit the Millennials not to follow the contemporary market tr5end. It is true that people in 70s or early 80s tried to follow the emerging tradition and wear cloths according to the trend (Ingwe, 2009, p.17). But, this Generation Y is trying not to follow the trend in order to express own style and identity. Middle class youths of Generation Y in Nigeria are preferring unbrande3d and casual outfits that are unique comparing to the logo-centric and branded products. According to them, personality and individuality is the most important style statement for an individual comparing to the trendy statement. Saving Money It has been mentioned earlier that recent financial crisis and global economic recession affected the economic condition of people. This economic crunch also affected the economic condition of Nigeria. Limited purchasing power and low disposable income of Nigerians are the major consequences of this economic slowdown. Middle class youths of Generation Y in Nigeria are suffering more from this economic crunch. Therefore, they are trying to save more instead of consuming. It is known to all that fashion products of conspicuous brands are expensive comparing to the casual unbranded outfits. The financial crisis strongly hampered the financial condition of the middle class people (Arroh, 2013, p.14). Therefore, they switched over unbranded products in order to back their affected purchasing power. People of upper income class or upper-middle income class are still buying the products of luxurious brands as this consumption decision is not affecting their income class. But, it is important for the people of middle class income group to buy economic priced products in order to minimise the effect of financial crisis on them (Ebitu, 2012, p.10). Apart from personal style statement, it is helpful for the people of middle class income group to fulfil other needs beside of shopping of clothes. Several fashion retail outlets in Nigeria have understood this current market trend and demand of the consumers. Therefore, they have started to keep economic priced fashion products. Moreover, some other outlets have adopted and implemented cost leadership business level strategy to offer personalised products to these types of target customers. According to the perception of Middle Class youths of Generation Y, there are two types of fashion brands, such as A brand and B brand (Godwin, 2008, p.8). Conspicuous brands are perceived as A brand and less popular or unbranded products are considered as B brands. Youths of this current generation are focusing on B branded products due to limited or low brand value of the products. It is true that the price of a product always depends upon the brand value. Therefore, the youths are deciding to buy these low brand valued products due to the economic pricing, which is supporting the purchasing power of these individuals (Lysonski, 2013, p.15). Personalized Products It is clear from the above mentioned facts that the youths are trying to consume unbranded products as they are trying to make their personalized style through fashion and outfits. This trend has created serious challenge for the retailers as they had to identify personalise behaviour pattern beside of broader behaviour patterns. This particular trend affected the business performance of several e-commerce sites. Previously, several e-commerce sites were focusing only on common behaviour pattern. But, demand for personalized patterns has forced these online retailers to change their business operation process in order to satisfy the needs of target customers (Edegoh, 2013, p.7). Recently, the leading e-commerce organizations are developing and launching an online mobile and PC applications, that let the customers or users to customise products according to the needs and the management of the organization is taking care of the personalises needs of the target customers. Recently, several luxury brands are facing this challenge. On the other hand, several unrecognized or less popular brands are giving this opportunity to the customers to personalize the products according to the needs of customers. Most importantly, this specific reason is motivating the youths to consume unbranded products in Nigeria (Ogechukwu, 2011, p.24). Nostalgic Admiration Branding can be considered as an important marketing term. Branding and consumer behaviour are linked with each other significantly. It is true that effective branding often motivates people to buy the products without having any kind of doubt in the mind. The brand manager of the luxury or conspicuous brands generally focuses on the current trend while manufacturing, offering and promoting clothes (Uko, 2014, p.19). It has been mentioned earlier that Millennials prefer to wear traditional vintage outfits comparing to trendy clothes as they always try to create personal or individual style statement through the fashion outfits. Only traditional vintage products help to create personal style statement (Roper. 2013, p.34). Therefore, the youths of Generation Y try to prefer these vintage traditional clothes before the trendy branded products. Stress management can be considered as another reason behind the choosing of unbranded products. According to several research works, it has been identified that Millennials or the young middle class people of Generation Y are the most frazzled demographic in Nigeria. Therefore, they intend to try out vintage outfits to escape from so called “Daily Stressful Lives” (Nartey, 2012, p.7). These are some reasons that clearly state that Millennials have limited or less interest in consumption of luxurious branded products. It is true that Nigeria is the economic super power in Africa. In an addition, several leading fashion brands are entering in Nigeria in order to gain market advantage. But, economic issues, social demand for personalized goods and lack of uniqueness are forcing the Millennials or the young middle class people of Generation Y to avoid the consumption of conspicuous fashion goods or products. Research Objective The objective of this research is to determine the attitude of the middle class people of Generation Y in consuming conspicuous fashion products. An in-detailed methodology and data collection processes will be considered in this study in order to meet the research objective. Research Question “Do the people of Middle Class Generation Y have different motivation and attitude towards the consumption of conspicuous fashion goods than the people of other classes?” Research Methodology Research methodology can be considered as an important integral part of an entire research work. An appropriate and significant research work is required in order to determine the basic principles of some positive incidents that are occurring in the society. During the research of attitude of young middle class people of Generation Y towards consumption of conspicuous branded products, information and data will be significantly sourced, gathered, recorded, minded, analysed and evaluated in a detailed objective manner in order to apprehend and foresee how the individuals think and behave regarding the specific and particular issue. Research methodology can be categorised into two methods, such as qualitative research method and quantitative research method. These two research methods generally include different research approaches, which determine the behaviour and nature of the collected information and data. Generally, qualitative research deals with the feelings, meanings, attitude and motivation of the people. On the other hand, quantitative research methodology focuses on the analysis and evaluation of the collected data. Qualitative research methodology and quantitative research methodology have both advantages and disadvantages. In the field of research work, quantitative research methodology regarded as major methodological process comparing to the qualitative research methodology. But, it is important for the researchers to understand the importance of the implementation of qualitative methodology in the research of exploratory nature. Exploratory research can be considered as a specific nature of a research that deals with the nature, behaviour, attitude and several intangible traits of people. The objective of this current research work is to determine the attitude of the middle class Generation Y people in Nigeria towards the consumption of conspicuous fashion products. Therefore, the research work requires the response of the participants in the data collection process to meet the research objective effectively. Looking into the nature of the research work, it is clear that the study is of exploratory nature. Therefore, adoption and implementation of qualitative research methodology will be effective in this case. Completion of an entire research work within a mentioned time period can be considered as the expertise of a researcher. It has been mentioned earlier that there are several research approaches can be considered in the research methodology in order to meet the research objective within mentioned time period. However, qualitative research methodology is less time consuming comparing to the quantitative research methodology. This research work needs to be completed within three months from now. Therefore, it is highly important for the researcher to implement a time effective research methodological approach to complete the work. Qualitative research method will help the researcher to complete the work more efficiently comparing to the quantitative methodology. Since, the current research is exploratory in nature; therefore adoption of qualitative research methodology will be effective. The research work requires the examination of the attitudes and behaviours of the target customer groups. Therefore, adoption of semi-structured open ended interview process will help the researcher to determine the attitude of the target customers in Nigeria. Semi-structure interview process can be considered as an important integral part of qualitative research methodology. This specific research approach will help the researcher to collect and analyse the data efficiently within the mentioned time period. Time Frame Each and every research work requires effective time frame to follow in order to meet the research objective significantly. Proposal writing can be considered as an important basic activity of a research work. It guides a researcher how to complete a research work within mentioned time through appropriate research activity. Proposal writing, introduction and literature review will be completed in the month of October. Methodology and data collection are the other important activities of a research work. Research methodology and data collection process are time consuming as these processes help a researcher to move towards research objective with the help of practical analysis. Since, these are time consuming processes, entire November month will require to finish these activities. Effective data analysis and data findings of the collected data are vital as these help the researcher to move forwards towards the intended research outcome. These two processes will be completed in the month of December. Lastly, the researcher will summarize the research work in the same month, if the researcher finds out any issue, then the researcher will provide some recommendation plans to overcome the problems and issues. These activities also will be completed in December. Following is the recommended time frame for the research work. Activity October 2014 November 2014 December 2014 Proposal Writing Introduction Literature Review Methodology Data Collection Data Analysis & Findings Conclusion and Recommendations (If Any) Conclusion It is clear from the above developed literature review that the attitude of the middle class youths of Generation Y of Nigeria is changing significantly. Generation Y can be considered as the current and present generation of this world. Middle class youths of this generation are avoiding the consumption of conspicuous fashion goods due to several reasons, such as economic instability, demand for unique and personalised products, and development of different style statement. It is true that the luxurious brands generally manufacture or offer products according to the current market trend. But, youths of this Generation Y always prefer different types of traditional clothing products and fashion outfits. They tend to develop different and unique style statement through the unbranded clothes and outfits. In addition to this, recent financial crisis and economic recession affected the financial stability of the Nigerians of middle class income segment. The clothes of conspicuous brands are expensive comparing to the unbranded products. Therefore, the youths of this Generation Y are trying to avoid the consumption of the branded premium priced products. Qualitative research methodology and semi-structure interview research approach has been selected for this research work in order to meet the research objective. The above mentioned methodology and research approach have been considered in the study based on exploratory nature of the research. References Arroh, N., 2013. The Impact of Taxes and Social Spending on Inequality and Poverty in Nigeria. Income redistribution and rural development, 1(1), p.4. Batra, R., 2000. Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of consumer behaviour, 2(1), p.9. Ebitu, E., 2012. An Exploration of Emotional Intelligence and Market Segmentation, Targeting and Positioning in Selected Central Business Districts in Nigeria. International journal of marketing, 2(1), p.10. Edegoh, L., 2013. Audience assessment of the use of models in billboard advertising: A study of consumers of Amstel Malt in Onitsha, Nigeria. Review of Social Marketing, 29(1), p.7. Godwin, O., 2008. A critique of the integrated marketing communications for effective advertising. Journal of consumer science, 7(3), p.8. Ingwe, R., 2009. Sustainable marketing in Nigeria. Journal of management research, 23(4), p.17. Lysonski, S., 2013. Nigeria in transition: acculturation to global consumer culture. Journal of consumer marketing, 18(2), p.15. Nartey, S., 2012. An Assessment of Customers Perception on Acceptability of Dangote Cement in Tema Metropolis. Journal of consumer behaviour studies, 4(4), p.7. Ogechukwu, A., 2011. The role of small scale industry in national development in Nigeria. Universal Journal of management and Social Science, 8(2), p.24. Olotu, Q., 2011. Reinventing business growth through franchising in developing economies. International journal of marketing studies, 8(1), p.12. Roper, S., 2013. Constructing luxury brands: exploring the role of consumer discourse. European Journal of management science, 3(1), p.34. Uko, J., 2014. Market Penetration as a Growth Strategy for Small and Medium-Sized Enterprises in Nigeria. Journal of Management and Administrati8ve Science, 1(1), p.19. Read More