consumer behaviour

consumer behaviour - Consumer Behaviour For Apparels Among...

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Consumer Behaviour For Apparels Among Youths Abstract More information is needed to understand the male consumer. Although expanding in the past five years, research about the buying behaviors of consumers has tended to avoid males. Retailers and marketers should understand the immense diversity among consumers if they are to market apparel accurately and successfully. The purpose of this research was to investigate males to examine if differences in their buying behavior for apparel exist. In addition, consumer attributes (i.e., apparel involvement, self-esteem, reference group, social class, and media) and personal characteristics were investigated separately and in relation to the purchase behavior of male. Data were collected from a convenience sample of 20 males. 1
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Consumer Behaviour For Apparels Among Youths Introduction Apparel fashion has always changed no matter what category of apparel it is, and men’s business wear is no exception. Social forces are believed to influence fashion including men’s. Ones spouse, family and culture are some of the forces that change fashion. An example of ones spouse influencing an individual, when he buys apparel, is that she may accompany him and offer suggestions when he purchases items of apparel. A male consumer’s family and culture can influence his purchase decision because of the social interaction he has with them, including whether his dress is acceptable to the group Identification of the role of apparel as a sign of business success is not a new concept. A review of related literature revealed that self- image/product image congruity was related to an individual’s behavior to a particular item and that apparel products had symbolic meaning. Studies have considered the relationship between the self and apparel and have taken into account the various aspects of the self such as actual self-image and ideal self-image. If the image of an outfit were a positive match with the self-image, including both the actual self and the ideal self, the apparel item would be worn most of the time. Statement of the Problem Market segmentation has become an important tool used by retailers and marketers for identifying target customers. Segmentation as the process of partitioning markets into segments of potential customers who have similar characteristics and who are likely to exhibit 2
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Consumer Behaviour For Apparels Among Youths similar purchasing behavior. Segmentation has become a major tool of companies for planning marketing strategies. Segmentation research has several objectives that include analyzing markets, finding a niche, and developing and capitalizing on a superior competitive position. This research investigates Cultural factors such as apparel involvement, media, and reference group influences, self-esteem and social class. It also investigates demographics such as income and age. Do cultural influences, how much money they earn, and their age
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consumer behaviour - Consumer Behaviour For Apparels Among...

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