Consumer Behavior In The Fashion Industry Essay Example for Free

Consumer Behavior In The Fashion Indus refine EssayIntroduction This study is aimed at analyzing the knock downr sort towards the fashion industry especially in consideration young and mature women in London. Fashions atomic number 18 concerned with the production of fashion uniform. Most consumers in the worldly concern today are concerned with the features of the product as they form or so important factor in determining the consumer behaviors. Take for example of products of fashion exhibition for young and mature women. The industry is involved in the manufacturing clothing. Due to increase and growth of consumerism, the clothing should come up with clothes that make women convey with times thus increasing consumption and production. Consumer behavior in the automotive industry especially in consideration to general motors is playd by culture factors, complaisant factors, Personal factors and Psychological factors.Look morethe consumer get process begins when ess ayRESEARCH OBJECTIVESThe answers to this question bequeath enhance my professional knowledge and competence in m any ways. As a professional I give understand factors influencing consumption in the industry and result enable me make recommendations on better the fashions market share.The answers to this question also impart assist me as a professional by motivating me to ensure that that I work improves their products.1)To review belles-lettres on fashion behaviour and the factors influencing2)To compare and contrast the buying behaviour of mature and young woman in London regarding buying of fashion clothing3)To identified the key factors influencing the buying process of fashion clothing in young and mature woman in London4)To provide recommendation to manufacture of fashion clothing and fashion retailer.Scope of the studyThe scoop of the study follows literature review of factors influencing. The exploreer manages the entire gamut of processes from initial stage of identif ying the problem to closing stage of report writing. The capabilities required by the inquiryer in this research in managing the entire project and providing real time for training sharing, decision synchronization and research optimization to all stake holders. What are necessary attribute required by a researcher to manage the dynamics of marketing ground on the requirements by industry. However, this study assumes that other factors wish well family background financial, stability of the family place of birth, race, drive no impact on the consumer behaviors.The proposed study leave alone be used as a supplementary framework to focus entirely on the competence of the research. The objects of the study give includeExperimentalCorrelation written reportGrounded theoryEthnographyNarrativeMixed methodAction research.This study will be based on a process based on experiment using practicals as a platform to develop method which will be used as evaluation criteria for the resea rch and researcher in this research question and future researchersThe critical reviewLiterature reviewConsumer behavior in the consumption of any product any where in the world is fascinated by culture factors, social factors, Personal factors and Psychological factors.Culture factorsIn world today culture is one of the most rootage harmonic determinants for one when deciding the product to consume. This is because of a wide range of products and services. Most of the raft due to their cultural influence lease started optring certain products. Children growing up will learn the culture of parents or peers thus preferring special values that are crucial to a determining consumption. One of the values they like most is comfort. These values common in pip-squeakren remain in them even if they grow up.From the culture, somebody may develop certain spending patterns is non something strange. A child growing up in specific culture is exposed to achievement, success, beliefs an d other cultural factors that influence behavior towards consumption.Cultural factors real influence a consumer behavior. Where mickle believe in values like efficiency and practicality it will influence their consumption is such a situation products that are known to be in truth efficient in their operations will be preferred.Each culture consists of smaller subcultures that provide more specific identifications. To its some mint consist of racial groups such as the Africans, Americans, Europeans and Asian each have candid distinct cultural styles. They are known to prefer products for example consumption of pork may be rare in middle east because culture and religion. amicable factorAnother factors consumer behavior is greatly influenced by social factors like statuses, family and role groups. When once goes to the market to purchase a product he will take consideration to his membership groups, social class and family. These are groups having direct influence to once buying d ecisions. These are the groups one associates with most of his time.We have some groups like the upper class prefer buying some products which are not preferred by lower class. Since companies produces many types of products that fulfill need this groups and attracts many people. The influence of a family is very great. These families using specifics brands greatly encourage their family members to also consume similar products. Co-worker also influence ones buying decision. If a boss buys a given commodity the juniors will also try to buy the same.People are also influenced by reference groups in three ways. Reference groups usually expose a somebody to a untried behavior and lifestyle. One can belong to a group whose lifestyle believes at consuming a certain product. If a company produces high calibre brands it stands at a better chance of making more sales to such reference group. Reference groups also influence ones attitudes because their desires hit in these groups.People m ay prefer some products from a certain company, hence once could like to join his friend or family member towards be to the same social class by buying a that product. Also reference groups influence proportion and conformity that may make a person to alive at a specific decision. So doing one will eventually buy a product similar to that of his friend.People who are in the same social class share similar values, interests, and behavior. For example there is upper class people who are social elite with a good family background.Personal factorsAge and life cycle stage greatly influence consumer buying behavior of almost all products from all industries. Most Bachelors tend to prefer specific brands associated by most youths. But those who are newly married, young and better of financially prefer buying consume different products.In making the final decision of buying a product ones personal characteristics like his age and life-cycle stage, lifestyle, occupation, economic circumsta nces and personality will influence his choice. Companies take much consideration to personal characteristics of various groups of people before coming up with a product in order to meet the needs and demand of its people.A child growing up and exposed to some values like material comfort, external comfort and achievement and success will be influenced by those characteristics to consume.For example in America people like buying products that gives them external comfort.People in various professions like occupation managers, instill heads, senior government officers, mayors, engineers, lawyers and physicians usually buy some products with the most recent technology.Economic circumstances also influence once buying pattern. Most people especially those who are highly paid with good saving and with good personnel incomes buy expensive products.The lifestyle of a person influences his or her buying pattern. People may belong to the same occupation, social class and subculture but lead ing different lifestyles usually prefer products that feed that group.Personality and ego-concept Personality and self confidence also influence consumers buying behavior products and services. For example expensive car, which are electronically controlled and having four wheel drive systems are associated with people who have high Self-confidencePsychological factorsMotivation some people get satisfied when they buy specific products. people feel that they have satisfied specific needs by buying certain goods and services.Perception once a person has been motivated he is willing and ready to act. Most people to be motivated in order to act will depend mostly on their perceptions of the situation. Two people in the same motivated state may act differently depending on how they perceive the situation. A product may appeal to the perception of a specific customer. For example various colors that cars are attractive giving customers a good picture of the real quality of this car.Belie fs and attitudes most people follow some set of belief when making a decision on the type of product to consumer.A belief about a certain product will also influence consumption. These beliefs make up brand images and most people have been proved to act on these images.People always have good attitude towards specific products and if this product meets the mathematical process according to the needs, desire and attitudes consumption will be influenced.METHODOLOGYThe purpose of the study is to find out factors that influence fashion consumption in UK. The phenomenological research externalize that will be used will involve a study of the consumer behaviors and consumption in fashion industry. This particular study will be done in two signifiers where the first phase will involve completion of a questionnaire which is commonly known as a questionnaire survey by individuals. This questionnaire survey will be done on a seek of twenty fashion show owners within London . And the arcm inute phase will involve the use of some interview which will be in some way semifinal incorporate. Each given phase in this design will address the different research questions and their concerns. At some point within the first phase, there will be cases of the first soft phase relying on the some quantitative phases that might have been in use in the design.The interviews that will be used in the design will be carried out in a sample of twenty fashion show owners. The interviews will work on to give out instruction concerning buying behaviors among women. These surveys will thence give some contextual information about the consumption of a specific fashion. close to studies will be conducted using single stage designs and others like this one will be conducted using the two-stage design. When using the two stage design, the contextualization that will be given in the first stage will be very much helpful (Jasper, 1994).The survey will provide a specific frame for which sam pling will be done from for the semi structured interviews that will be done on the fashion operators and buyers. And gaining access to the twenty fashion owners will be very essential to getting the right information concerning the consumption of fashion among young and mature women from the sampled group of a given part of city which will be a representation of the whole existence of the young and mature.The given questionnaires will have the contacts so that the used sample can be contacted incase more information will be needed. The quantitative data that will be gotten from the phase of questionnaire survey will now be used to get through to the qualitative sample. The questionnaire surveys have always been do with the above additional purpose in mind.In the cases where one researcher will have to make attachments of qualitative sub samples to samples that will be statistically derived will lead to another mixed method of designs in qualitative research methods (George, 2000) . Such mixed methods of designs will most of the time benefit the qualitative researchers in that they give them the chance to have a selection of the specific cases from which they will be able to draw upon information that will be contextual that will also enable them to put their hypothesis under test on a large samples that will be statistically be represented. thereof in most cases, the researcher will have to be decided on which research design he will use in his project. Some researchers do use multiple designs while others will use single designs. This purely depends on the project that one is doing and which research design the researcher will be most comfortable with.There are three major components in a research design model and they are determination of the limits of the people to be investigated and also what will be investigated, the collection of data and the last component is the analysis of the collected data in a phenomenological manner. In the first component, the researcher will have to know to what limits the participants in the survey will get in trying to give him the required information.Here the researcher will have to put in mind the limits of the twenty fashion owners in trying to give him information as far as matters of fashion consumption. In addition, the researcher will have to have specific issues which he would want to research on (Joan, 2004). At this point in time, the researcher will have to race out his project purely on the safety of the crane operators. In trying to get information, the phenomenologist will have to engage himself in an in-depth inquisitory so that quality information may be found.After identifying the sample group that will help in giving the required information, the following beat will now involve identifying the most efficient data collection methods. The following methods will be the most preferred methods for this particular survey the in-depth semi structured interviews that will have to be tape recorded and later on be transcribed.The second data collection method will be the use of a documentary study from which the writings of the subject matter will have to be reviewed so that their meanings can be properly derived from them. This second method will be used hand in hand with the first method (Johnson, 2000). The third and the last data collection method will be the technique of the participant observation. This particular technique will lead to a generation of some kind of an interview. It will be worth noting that in phenomenological research tape recording is important because the tapes will later be transcribed.Sampling designs strategies in qualitative research.There are many different qualitative sampling designs that will be used at the different stages of the research or still they will be used for the different purposes of the research. There are those questions that the researchers should constantly be asking themselves which will serve to give relevant inform ation on the sampling strategy design that the researcher would have elect to use.It will be very crucial for the researcher to give a clear definition of the objectives of the research. The time that will be spent making clarification with the client will be a time that will be well spent (Kendy, 19976). Most of the times, in qualitative research, the objectives of the project might be refined as the research will keep on progressing.Sometimes the available resources will try to undermine the progress of a researchers project. This should be prevented to happen by considering the available human resources to the project at hand and also the nature of the method of data collection.The length of interview that is the qualitative interview will have a great impact on the qualitative sampling design strategy and the final decision of the given sample size. For instance longer interviews will provide detailed data than shorter interviews. With this in mind a decision may be taken on wh ether to carry out longer or shorter interviews.The sampling size should also be put in mind. This will basically depend on the homogeneous or the heterogeneous nature of the population to be sampled and the requirements of the methods of the data collection that will be employed in this research.Data analysisAfter the researcher will collect the data, she/he will tabulate the data into tables and analyze it using frequencies descriptive and percentages.The processing of the survey results.The processing of the survey results need not to abide until has been completed, but can begin as soon as the first questionnaires are received. The main steps areCoding. Nowadays the computer is used widely to process information. For that reason it is often advisable to code the information or even use a preceded questionnaire to facilitate the necessary processing and calculations.Punching. Subsequently the information can be punched for computer purposes.Data tabulation. With the aid of a co mputer, raw tables may be compiled. 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