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THE ROLE OF MARKETING AND SOCIAL FACTORS
IN
INFLUENCING THE CHOICE OF MALE CLOTHES
SAAD KHAN
Student I.D.
UWIC
University of Wales, Cardiff Institute
MBA DISSERTATION
Supervisor: Prof. Dr. Olga Mourouti.
2t!of Ma" # 2$%$
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ABSTRACT
The aim of the study was to investigate about the marketing and social factors that affect the
consumer buying behavior and how these factors can be used by the marketer or researcher for
better profitability and better understanding of the consumer psychology, respectively.
In order to achieve that aim questionnaire were distributed among The sample for this research
will be based on one hundred and fifty youngsters ranging from ages of 17- ! years and
belonging to upper middle and upper class. "hopkeepers of different shop at different location,
"upplier of the clothings and the demand forecasters and Trend setters and the fashion people.
The research was consisted of many theories and analysis of those factors that actually affect the
consumer buying decisions, it have been seen through out the research that males and females
have totally different buying behavior.
It have been concluded through the research that in this world of marketing social factor have not
loosen its importance. #nd females are still influenced more through social factors than any
other factors, so the marketer can easily target their female customer through this factors, where
as if it comes to male then the focus should be more on marketing factors.
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ACKNOWLEDGEMENS
&irst of all I 'ant to t!an( A)MI*+T, A))A+ to give -e (no'ledge and 'isdo-. It too( -e four
-ont!s to finis! t!is dissertation and during t!at ti-e I reeived support fro- -an" people.
&irst of all/ I 'ould li(e to t!an( Prof. Dr. Olga Mourouti for !er ontinuing support and
supervision. +er devotion to -ar(eting aade-" is inspiring. +er ritial re-ar(s and
suggestions 0roug!t out t!e 0est in -e. I also en1o"ed t!e disussions t!at 'e !ad a0out -"
resear! topi. I !ope t!at 'e ould 'or( toget!er on different pro1ets and t!at "ou ould give
-e advie on various -atters.
I a- grateful for !aving -an" friends/ and for t!e interest t!e" s!o'ed in t!is dissertation
partiularl" t!ose stud"ing 'it! -e. T!e" offered -e valua0le insig!ts for t!is partiular pro1et.
)ast 0ut not least/ I t!an( -" fat!er/ 0rot!ers and fian3 '!o did not onl" give -e t!e
opportunit" to stud" 0ut also supported it in -an" 'a"s. To '!o- I a- dediate t!is
dissertation.
TABLE OF CONTENTS
CONENS!AGENo"
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declaration
title page
Abstract
Acknowledgements
dedication
TABLE OF CONTENT
1.INTROD!TION
1.1 Introd"ction o# t$e topic. 1
1.2 Title o# t$e dissertation 1
1.3Researc$ backgro"nd $
1.4 Aims and ob%ecti&e o# t$e st"d'
1.( Rationale #or t$e )t"d'.
1.* )tr"ct"re o# dissertation !
2. +IT,RATR, R,-I,
2.1 Introd"ction 7
2.1.1 Aims o# t$e c$apter 7
2.2 De#inition o# cons"mer be$a&ior %
2.2.1 /lack bo0 model &
2.3 T$e Decision making process #or #as$ion 1'
2.4 T'pes o# b"'ing be$a&ior 1
2.( actor in#l"encing cons"mer be$a&ior 1(
2.* !"lt"ral actors 1&2. )ocial actor $
2..1 )ocioeconomic #actors $(
2. Personal actor '
2.5 Ps'c$ological actor
2.16 7arketing #actor !
2.11 !oncl"sion &
3. R,),AR!8 7,T8OD+O9:
3.1 introd"ction )'
3.2 T$e researc$ process )'3.3 Aims and Ob%ecti&es o# t$e researc$ )$
3.4 Researc$ Approac$ )$
3.( Researc$ Design )!
3.* Data !ollection 7et$ods )&
)econdar' Data !'
Primar' Data !'
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3. contrib"tion o# t$e st"d' !)
3. -alidit' and Reliabilit' !)
3.5 !oncl"sion. !!
4. INDIN9) AND DI)!))ION4.1 Introd"ction !(
4.2 indings anal'sis !(
4.3 respondent be$a&ior regarding male s$irt (
4.4 #actors incl"ding c$oice o# male s$irt *2
4.( cons"mer demograp$ic pro#ile 45
4.* indings and literat"re re&iew 62
4. inding s"mmar' 62
(. !ON!+)ION) ANDR,!O77,NDATION)(.1 introd"ction 67
(.2 concl"sion abo"t researc$ ob%ecti&e. 3
(.3 Recommendation 68
(.4 Direction #or #"t"re researc$ 6
(.( limitation 6
Re#erence +ist
Appendi0
LIST OF DIAGRAMS
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figure
no. TITLE OF THEFIGURE Pg #
1 researc$ design *
2 black bo0 model
3 decision making process 16
4 decision making c'cle 11
( !ons"mer In&ol&ement In P"rc$ase 14
* #actors in#l"encing cons"mer be$a&ior 1*
impact o# #actors on cons"mer 1
c"lt"ral impact on p"rc$ase 26
5 7aslow $ierarc$' o# t$e #actors 2*
16 socioeconomic classi#ication sc$eme 2
11 indi&id"al impact on cons"mer b"'ing be$a&ior 36
12 stim"l"sresponse model o# cons"mer b"'ing be$a&ior 3*
13 e&oke set o# cons"mer b"'ing be$a&iors 3
14 t$e researc$ process 46
1( researc$ p$ilosop$' 44
1* researc$ design 4
1 data collection met$od 45
1 ;"alitati&e data researc$ c'cle (1
CHAPTER 1
INTRODUCTION
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1.1 INTRODUCTION
*ne of the ma+or parts of male clothes shopping is the purchasing of male shirts and tie
for clothing and other purposes. There are many motives for other purchasing that seem
to be influenced by the culture and customs of a society. The intention of this study
attempts to bring light to the various social and marketing factors influencing the
purchasing of male clothes, to make predictions about fashion clothes purchasing
behavior in the future, and present keys to the sales promotion of these goods. The results
of the analysis show, about the marketing social and other factors influencing the male
fashion industry and retailers can easily make money by +ust considering the important
factors in consumer buying behavior.
1.2 TITLE
hat is the role of marketing and social factors in influencing the choice of male clothes
1.2 RESEARCH BACKGROUND
onsumer buying behavior is a /rocessby which individualssearch for, select,purchase,
use, and dispose ofgoodsand services, in satisfactionof their needsand wants. "ee also
consumer decision making. hat influences consumers to purchase products or services
onsumer behavior involves the use and disposal of products as well as the study of how
they are purchased.
/roduct use is often of great interest to the marketer, because this may influence how a
product is best positioned or how we can encourage increased consumption. "ince many
http://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/SELECT.htmlhttp://www.businessdictionary.com/definition/SELECT.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/consumer-decision-making.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/SELECT.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/consumer-decision-making.htmlhttp://www.businessdictionary.com/definition/process.html -
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environmental problems result from product disposal 0e.g., motor oil being sent into
sewage systems to save the recycling fee, or garbage piling up at landfills this is also an
area of interest.
onsumer behavior involves services and ideas as well as tangible products. The impact
of consumer behavior on society is also of relevance. 2or e3ample, aggressive marketing
of high fat foods, or aggressive marketing of easy credit, may have serious repercussions
for the national health and economy. 04ichael and 4inor, $'' said that there can be a
darker side of consumer buying behaviors like 5eceptive advertising, children6s ability
to distinguish programs and ads, Improving children6s advertising, egligent consumer
behavior, /roduct misuse 5rivers of compulsive consumption ,orporate social
responsibility, onsumer reactions to product recalls, orporate rumors. 8ut there are lot
of factors that are affecting consumer buying behavior like social factors, personal factors
and marketing factors. "o the purpose of the research is to see what factors are mostly
influencing consumer buying behavior in both positive and negative ways. #nd how
much social and marketing factors ply their role in altering the consumer buying
behavior.
owadays, recent technological developments in information and communication
technology such as internet and computers have changed marketing practices. The
statement 9:lobal 4arket; has become more popular in the business environment and
markets have become more interconnected 08hiwani, /ande and enry 2ord? # market is never saturated with a good product, but it
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The study is useful to understand the consumer behavior and the factors influencing the
consumer behavior. "o, that the marketer should know that what things he should
consider.
onsumer behavior is the dynamic interaction of affect and cognition, behaviors and
environmental events by which human beings conduct the e3change aspects of their
lives.; 0*lson and /eter, 1&&)
ompanies are interested in consumer behavior because they can develop marketing
strategies to influence consumers to purchase their products based on consumer analysis.
The success of a company6s marketing strategy will depend on how buyers react to it. To
find out what satisfied customers, marketers must e3amine the main influences on what,
where, when and how customers buy goods and services. 05ibb, "imkin, /ride and
2errell, $''1.
8y understanding these factors better, marketers are better able to predict how consumers
will respond to marketing strategies. @ltimately, this research helps companies compete
more effectively in the marketplace and leads to more satisfied customers.
The more you understand about your customers6 buying behavior the easier it is to
strengthen your relationship with them and focus your marketing strategies and tactics to
grow your business keeping in mind their behaviors and the factors influencing their
decision. 2or this purpose this paper is very useful.
2or some customer buying behavior is directly related to some of the factors that always
influencing them like ads or some favorite sportsman or media personnel. The general
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statement that the mental faculties are class concepts, belonging to descriptive
psychology, relieves us of the necessity of discussing them and their significance at the
present stage of our inquiry, 0undt, $''( whereas it have been also seen that in many
cases a single buyer is influenced by many of the factors and they themselves not aware
that how many times they are altering their decision and what actually make them to buy
something.
1.5Str!tr" #$ t%" D&''"rt(t)
In the chapters I first we develop a theoretical framework incorporating few important
factors, and other previous research relevant to understand the factors affecting the
consumer buying behavior in male clothing trends. In the hapter two a substantial body
of literature is presented about factors affecting buying behavior, analysis by different
psychologist and researchers about the consumer buying patterns and different theories
that e3plain consumer buying behaviors.
In the hapter three, the methodology used in the research concerned with the factorsaffecting most is presented. # quantitative research is proposed with the elaboration of
different class of people like the consumers the retailers and other trend setters. #nd
distribution of questionnaire was the only mean for the primary data collection used.
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2inally, hapter four presents the findings of this dissertation, giving an e3planation of
what the factors influencing the consumer buying behavior in male cloths. It also presents
that how male and female buying behaviors6 are different and what are the relation
e3isted in between them. Then chapter five will conclude the research with the
recommendations and limitations of the research.
F&*r"+ 1 THE RESEARCH DESIGN
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R"'"(r!% ,"'&*) - A//")02
'#r!"+.#lo$"set%$illes&ie"'o( )retrieved on 6thmay 2010]
C%(t"r 2
LITERATURE REVIE6
2.1 INTRODUCTION
http://www.davidco.com/http://www.davidco.com/http://www.blog.sethgillespie.com/http://www.blog.sethgillespie.com/http://www.blog.sethgillespie.com/http://www.blog.sethgillespie.com/http://www.blog.sethgillespie.com/http://www.davidco.com/http://www.blog.sethgillespie.com/ -
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There are many research pro+ects that have revealed the important role of the factors that
affecting the consumer buyer behavior, but due to the validity time period and the
changing perception of the customer, this study is significant in determining how the
social and marketing factors affecting consumer buying behaviors. The chapter starts by
defining consumer buying behaviors and discussing how factors influencing the buying
decision of an individual. The chapter then moves to review how previous studies done in
this regard and summariBing the key points made.
ustomer behavior study is based on consumer buying behavior, with the customer
playing the three distinct roles of user, payer and buyer. Celationship marketing is an
influential asset for customer behavior analysis as it has an eager interest in the re-
discovery of the true meaning of marketing through the re-affirmation of the importance
of the customer or buyer. # greater importance is also placed on consumer retention,
customer relationship management, personaliBation, customiBation and one-to-one
marketing. "ocial functions can be categoriBed into social choice and welfare functions.
0"andhusen, $'''
2.1.2 AIM OF THE CHAPTER
onsumer behavior is the study of when, why, how, and where people do or do not buy
products. It blends elements from psychology, sociology, social anthropology and
economics.It attempts to understand the buyer decision making process, both separately
and in groups. It studies characteristics of individual clients such as demographics and
behavioral variables in an attempt to understand people=s wants. It also tries to assess
influences on the consumerfrom groups such as family, friends, reference groups, and
society in general.
2ollowing are the same of the main ob+ective for literature review?
To have a critical look at the e3isting research that is significant to the work about
make fashion industry
http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Psychologyhttp://en.wikipedia.org/wiki/Sociologyhttp://en.wikipedia.org/wiki/Social_Anthropologyhttp://en.wikipedia.org/wiki/Anthropologyhttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Demographichttp://en.wikipedia.org/wiki/Consumer -
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It is not summary it6s a work to highlight the factors and process of consumer
buying behavior
it is also vital that we evaluate these work, as its shows the relationshipsbetween
different work, and show how it relates to our research
we will use the literature to e3plain our research on male fashion industry and
factors affecting consumer buying behavior in that industry - after all, we are not writing
a literature review +ust to bring in light that another researchers have done if before
2.2 DEFINITION OF CONSUMER BEHAVIOUR
08elch and 8lech ,1&& define consumer behavior as =the process and activities people
engage in when searching for, selecting, purchasing, using, evaluating, and disposing of
products and services so as to satisfy their needs and desires=
onsumer buying behavior defines as a /rocessby which individualssearch for, select,
purchase, use, and dispose of goodsand services, in satisfactionof their needsand wants.
"ee also consumer decision making. hat influences consumers to purchase products or
services The consumer buying process is comple3 process as many internal and e3ternal
factors have an impact on the buying decisions of the consumer
The consumer buying process is a comple3 matter as many internal and e3ternal factors
have an impact on the buying decisions of the consumer. 0"andhusen, $'''
#lthough it is not necessary to memoriBe this definition, it brings up some useful points?
8ehavior occurs either for the individual, or in the conte3t of a group 0e.g., friends6
influence what kinds of clothes a person wears or an organiBation 0people on the +ob
make decisions as to which products the firm should use. 04arshall, 2007)
http://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/SELECT.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/consumer-decision-making.htmlhttp://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/SELECT.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/consumer-decision-making.html -
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2.2.1 THE BLACK BO7 MODEL FOR CONSUMER BEHAVIOUR
F&*r"+ 2 BLACK BO7 MODEL
ENVIRONMENTAL FACTORS BUYER8S BLACK BO7
BUYER8S
RESPONSEM(r9"t&)* St&:/& E);&r#):")t(/ St&:/&
B"r
C%(r(!t"r&'t&!'D"!&') Pr#!"''
/roduct
/rice
/lace
/romotion
Dconomic
Technological
/olitical
ultural
5emographic
atural
#ttitudes
4otivation
/erceptions
/ersonality
Eifestyle
Anowledge
/roblem recognition
Information search
#lternative evaluation
/urchase decision
/ost-purchase behavior
/roduct choice
8rand choice
5ealer choice
/urchase timing
/urchase amount
F&*r" -+ K""*() 01owever, in reality many decisions are not made in awareness of a determined problem
by the consumer.
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In fashion it have been seen that marketing stimulus played a valuable role and that
determine the buyers characteristic and result in buyers purchase. Therefore
understanding of behavior and ma+or marketing and social factors is specially important
in that industry
2.3 THE DECISION MAKING PROCESS FOR FASHION
/urchasing decisions include many factors usually most of the consumers are following
five ma+or steps and most consumers are not even aware of.
F&*r" 3+ THE DECISION MAKING PROCESS
F&*r" :(," - r"'"(r!%"r
S#r!"+ K#t/"r 022
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F&*r" 4+ THE DECISION MAKING CYCLE
S#r!" + K#t/"r 023
illing or unwilling, known or unknown all of the consumer following these steps if not
all five steps but three ma+or steps are always there that is need recognitions, searching
the alternative and then
Dven the simplest purchase include any or all of these steps 08rown, $''! so the
purchases is further influenced by many of the things such as personality, psychology,
and social issues. "o in a research it should be considered that the throughout process
undergo by consumer, compare it with their demographics and the use of resulting
information to market their products 0#rmstrong et al, $''!
eed recognition? The buying process starts with need recognition. #t this stage, the
buyer recogniBes a problem or need or responds to a marketing stimulus #n 9aroused;
customer then needs to decide how much information 0if any is required. If the need is
strong and there is a product or service that meets the need close to hand, then a purchase
decision is likely to be made there and then
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In need recognition most important is information searching, a successful information
search leaves a buyer with possible alternatives, the evoked set. # customer can obtain
information from several sources? he have his personal contacts that guide him well these
personal sources involve family , friends, neighbors colleges, mates etc then there comes
the other most influential source that is ommercial sources, these days media have most
effective role in daily life all the time we encountered through advertisement either its
through television or radio or print media then second place get by the salespeople it can
be the person guiding you during purchaser somebody doing telemarketing or direct
selling then retailers and dealers plays important role in information searching then the
other thing that attract buyer is the packaging and point-of-sale displays due to which
mostly the decision are been altered. ow after commercial sources there come public
sources which include all the medias like newspapers, radio, television, consumer
organiBationsF specialist magaBines now the last but not the least the D3periential sources
that include handling, e3amining, using the product.
In fashion industry the main thing that influence are the posters and fashion magaBines
plus the availability of the product and at times the sale offered on the products, so the
information search of the fashion industry is more through social and marketing factors
rather personal factors In successful information search the memory plays a vital role in
information pointed there are two main type of memory that plays a significant role, as
customer do remind the messages and they use the memory when they go in to purchase
process Internal search, memory. D3ternal search if you need more information. 2riends
and relatives 0word of mouth.
4arketer dominated sourcesF comparison shoppingF public sources etc. in fashion
industry its seen that fashion are +ust have to click, it can be followed and adopted on
social recommendations mostly there fore, The usefulness and influence of these sources
of information will vary by product and by customer. Cesearch suggests that customers6
value and respect personal sources more than commercial sources 0the influence of 9word
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of mouth;. The challenge for the marketing team is to identify which information
sources are most influential in their target markets. 0Aotler, $'''
2.4 TYPES OF BUYING BEHAVIOUR IN THE FASHION INDUSTRY
2ashion, a general term for the style and custom prevalent at a given time, in its most
common usage refers to costumeor clothingstyle.
The more technical term, costume, has become so linked in the public eye with the term
GfashionG that the more general term GcostumeG has in popular use mostly been relegated
to special senses like fancy dressor masqueradewear, while the term GfashionG means
clothing generally, and the study of it. This linguistic switch is due to the fashion plates
which were produced during the Industrial Cevolution, showing the latest designs. 2or a
broad cross-cultural look at clothing and its place in society, refer to the entries for
clothing, costume and fabrics. The remainder of this article deals with clothing fashions
in the estern world. 0@nderstanding 2ashion >istory, $'')
/ossibly the most challenging concept in marketing deals with understanding why buyers
do what they do 0or don6t do. 8ut such knowledge is significant for marketers since
having a strong understanding of buyer behavior will help shed light on what is important
to the customer and also suggest the important influence on customer decision-making.
@sing this information, marketers can create marketing programs that they believe will be
of interest to customers.
#s you might guess, factors affecting how customers make decisions are e3tremely
comple3. 8uyer behavior is deeply rooted in psychology with dashes of sociology thrown
in +ust to make things more interesting. "ince every person in the world is different, it isimpossible to have simple rules that e3plain how buying decisions are made.
onsumer involvement Theory H IT is one way to understand the psychology and
behavior of your target audience. There are others.
Involvement refers to how much time, thought, energy and other resources people devote
http://en.wikipedia.org/wiki/Costumehttp://en.wikipedia.org/wiki/Clothinghttp://en.wikipedia.org/wiki/Clothinghttp://en.wikipedia.org/wiki/Costume_partyhttp://en.wikipedia.org/wiki/Masquerade_ballhttp://en.wikipedia.org/wiki/Industrial_Revolutionhttp://en.wikipedia.org/wiki/Cross-culturalhttp://en.wikipedia.org/wiki/Cross-culturalhttp://en.wikipedia.org/wiki/Western_worldhttp://en.wikipedia.org/wiki/Costumehttp://en.wikipedia.org/wiki/Clothinghttp://en.wikipedia.org/wiki/Costume_partyhttp://en.wikipedia.org/wiki/Masquerade_ballhttp://en.wikipedia.org/wiki/Industrial_Revolutionhttp://en.wikipedia.org/wiki/Cross-culturalhttp://en.wikipedia.org/wiki/Western_world -
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to the purchase process. The Dmotional Cational scale is a measure of reason vs.
impulse, desire vs. logic, passion vs. prudence. There are four general categories.08rain,
$'')
F&*r" 5+ CONSUMER INVOLMENT IN PURCHASE
S#r!"+ K#t/"r 02=
omple3 buying behavior is where the individual purchases a high value brand and seeks
a lot of information before the purchase is made.
omple3 buying behavior is one among various famous buying behavior that consumer
e3hibits. omple3 buying behavior is seen when there is a high involvement and high
difference. I know so far the wordings would sound comple3, but in fact it is very simple.
Think of something that you use very often and that has many significant differences
among other similar products available in the market. #n e3ample to someone of my age
would be buying a car. Think of yourself buying a car, what would you do ould you
walk straight into a dealer and say 9#h the red one looks nice, I=ll have it;. *f course not
unless you are a billionaire and money is something you don=t really care about. hat
you actually do is, you take your time and go through a rigorous set of studies. In fact,
people go through a comple3 set of process simply because people perceive things
differently. *ne person might think the first thing to look for would be fuel efficiency and
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other would say price. "omeone else would say it=s the speed, or may be looks 0i.e. how
good the car look.
#lthough unconsciously, we go through a very comple3 set of decision making process
which is very hard for even the marketing e3perts to fathom. This is e3actly what a
comple3 buying behavior is. The process is actually termed as 9comple3 buying
behavior; because buyers do e3tensive study about the products, and it is really hard for a
marketing e3pert to understand which buyer would do what. 4anish 0$''&
>abitual buying behavior is where the individual buys a product out of habit e.g. a daily
newspaper, sugar or salt.
/urchasers will tend to engage in limited search and evaluation behavior where the
purchase has little involvement for the buyer. 2or some repeat purchases the buyer
simplifies the decision making even further by making the purchase on the basis of
what heshe has done before. This is likely to occur where there is considerable brand
loyalty based on high customer satisfaction with previous purchases of the brand, for
e3ample. Inertia may also play an important role where there is little perceived difference
between available offerings and there is no other incentive, such as a considerably lower
price or dissatisfaction with a previous purchase of the brand or product, to changebehavior. Journal of 4arketing 01&&'
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reducing buying behavior occurs when the consumer is highly involved but sees little
difference between brands. This is likely to be the case with the purchase of a lawn
mower or a diamond ring. #fter making a purchase under such circumstances, a
consumer is likely to e3perience the dissonance that comes from noticing that other
brands would have been +ust as good, if not slightly.Dncyclopedia 8ritannica 0$'1'
To manage the post-purchase stage, it is the +ob of the marketing team to persuade the
potential customer that the product will satisfy his or her needs. Then after having made a
purchase, the customer should be encouraged that he or she has made the right decision.
2.5 FACTOR INFLUENCING CONSUMER BEHAVIOUR
The behavior of buyers is the product of two broad categories of influenceF these are
endogenous factors 0i.e. those internal to the individual and e3ogenous factors 0i.e. those
e3ternal to the individual.
F&*r" =+ THE CONCEPT OF EVOKED SET
F&*r" -+ H#(r, 01oward 01&77 made the distinction between awareness and
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unawarenessF arayana and 4arkin 01&7! proposed a more realistic model of consumer
choice whereby, in addition to the evoked set, the individual was given an a priori choice
of re+ecting unacceptable brands 0inapt set and placing other brands in a neutral category
0inert set.
"tudies of the influence of evoked set on the purchase of such products as toothpaste,
+eans, deodorant, beer, and automobiles, as well as its application to high- and low-
involvement purchases and selection of retail stores, have resulted in a fairly
sophisticated analysis of trivia. 8risou3 and Earoche 01&%', for e3ample, have e3panded
the consumer categoriBation process by adding classifications, such as foggy set,
processed set, and hold set. The implications of the evoked set for marketing strategy
have been realiBed and converted into norms.
In a paper presented to the 8isou3, heron, and 2ernet 01&%( listed specific actions
managers can take to ensure that brands in other mental sets are transferred to the evoked
one. The implicit assumption is that a brand in the evoked set automatically elicits a
routine response that practically eliminates consideration of other brands during the
selection process.
onsumer behavior is e3aggerated by many unmanageable factors. ulture is one factorthat influences behavior. "imply culture is defined as our attitudes and beliefs. 8ut how
are these attitudes and beliefs developed #s an individual growing up, a child is
influenced by their parents, brothers, sister and other family member who may teach
them what is wrong or right. They learn about their religion and culture, which helps
them develop these opinions, attitudes and beliefs 0#I*. These factors will influence
their purchase behavior however other factors like groups of friends, or people they look
up to may influence their choices of purchasing a particular product or service.
Ceference groups are particular groups of people some people may look up towards to
that have an impact on consumer behavior. "o they can be simply a band like the "pice
:irls or your immediate family members. *pinion leaders are those people that you look
up to because your respect their views and +udgments6 and these views may influence
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consumer decisions. "o it maybe a friend who works with the IT trade who may influence
your decision on what computer to buy. The economical environment also has an impact
on consumer behaviorF do consumers have a secure +ob and a regular income to spend on
goods 4arketing and advertising obviously influence consumers in trying to evoke them
to purchase a particular product or service.
/eople6s social status will also impact their behavior. hat is their role within society
#re they #ctors 5octors *ffice worker #nd mothers and fathers also learly being
parents affects your buying habits depending on the age of the children, the type of +ob
may mean you need to purchase formal clothes, the income which is earned has an
impact. The lifestyle of someone who earns K$!'''' would clearly be different from
someone who earns K$!'''. #lso characters have an influence on buying decision.
hether the person is e3trovert 0outgoing and spends on entertainment or introvert
0keeps to themselves and purchases via online or mail order again has an impact on the
types of purchases made.
"o the consumer is influence by many factors.
F&*r" >+ THE IMPACT OF FACTORS ON CONSUMERS
S#r!" +Kellaris 0+1223
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F&*r" + CULTURAL HORI?ON AFFECTING CONSUMER BUYING BEHAVIOR
'#r!"+ K#t/"r 023
ultural factor divided into three sub factors 0i ulture 0ii "ub ulture 0iii "ocial lass
ulture is the set of basic values perceptions, wants, and behaviors learned by a member
of society from family and other important institutions. ulture is the most basic cause of
a person6s wants and behavior. Dvery group or society has a culture, and cultural
influences on buying behavior may vary greatly from country to country. Then the
culture follows "ub ulture.
"ub culture is a group of people with shared value systems based on common life
e3periences and situations. Dach culture contains smaller sub cultures a group of people
with shared value system based on common life e3periences and situations. Eike wearing
shalwar kameeB is the sub cultural value of indo /akistan. "ub culture includesnationalities, religions, racial group and geographic regions. 4any sub culture make up
important market segments and marketers often design products. like 4uslims wear
hi+ab, that6s part of their sub culture so the marketer design product for their use even in
the countries where 4uslims are in minority.
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Then after sub culture the span of the influence get more narrow on an indusial and it
comes S#!&(/ C/(''. "ocial class is almost every society has some form of social
structure, social classes are society6s relatively permanent and ordered divisions whosemembers share similar values, interests and behavior. like talking about fashion industry
there is a class of people who keep on following fashion of >ollywood, so if we see
somebody doing same kind of fashion, if they are not a >ollywood star then must belong
to that class.
ulture has several important characteristics? 01 ulture is comprehensive. This means
that all parts must fit together in some logical fashion. 2or e3ample, bowing and a strong
desire to avoid the loss of face are unified in their manifestation of the importance of
respect. 0$ ulture is learned rather than being something we are born with. e will
consider the mechanics of learning later in the course. 0 ulture is manifested within
boundariesof acceptable behavior. 2or e3ample, in #merican society, one cannot show
up to class naked, but wearing anything from a suit and tie to shorts and a T-shirt would
usually be acceptable. 2ailure to behave within the prescribed norms may lead to
sanctions, ranging from being hauled off by the police for indecent e3posure to being
laughed at by others for wearing a suit at the beach. 0) onscious awareness of cultural
standards is limited. *ne #merican spy was intercepted by the :ermans during orld
ar II simply because of the way he held his knife and fork while eating. 0! ultures
fall somewhere on a continuum between static and dynamic depending on how quickly
they accept change. 2or e3ample, #merican culture has changed a great deal since the
1&!'s, while the culture of "audi #rabia has changed much less @" marshal.
hen observing a culture, one must be careful not to over-generaliBe about traits that one
sees. Cesearch in social psychology has suggested a strong tendency for people to
perceive an 9out group as more homogenous than an 9in group, even when they knew
what members had been assigned to each group purely by chance. hen there is often a
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9grain of truth to some of the perceived differences, the temptation to over-generaliBe is
often strong. ote that there are often significant individual differences within cultures.
2.=.1 H#$'t","@' D&:")')' #$ !/tr"+
:ert >ofstede, a 5utch researcher, was able to interview a large number of I84
e3ecutives in various countries, and found that cultural differences tended to center
around four key dimensions?
Individualism vs. collectivism? To what e3tent do people believe in individual
responsibility and reward rather than having these measures aimed at the larger group
ontrary to the stereotype, Japan actually ranks in the middle of this dimension, while
Indonesia and est #frica rank toward the collectivistic side. The @."., 8ritain, and the
etherlands rate toward individualism.
/ower distance? To what e3tent is there a strong separation of individuals based
on rank /ower distance tends to be particularly high in #rab countries and some Eatin
#merican ones, while it is more modest in orthern Durope and the @.".
4asculinity vs. femininity involves a somewhat more nebulous concept.
94asculine; values involve competition and 9conquering nature by means such as large
construction pro+ects, while 9feminine values involve harmony and environmental
protection. Japan is one of the more masculine countries, while the etherlands rank
relatively low. The @.". is close to the middle, slightly toward the masculine side. 0The
fact that these values are thought of as 9masculine or 9feminine does not mean thatthey are consistently held by members of each respective genderLthere are very large
9within-group differences. There is, however, often a large correlation of these cultural
values with the status of women.
@ncertainty avoidance involves the e3tent to which a 9structuredsituation withclear rules is preferred to a more ambiguous oneF in general, countries with lower
uncertainty avoidance tend to be more tolerant of risk. Japan ranks very high. 2ew
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countries are very low in any absolute sense, but relatively speaking, 8ritain and >ong
Aong are lower, and the @.". is in the lower range of the distribution.
#lthough >ofstede6s original work did not address this, a fifth dimension of long term vs.
short term orientationhas been proposed. In the @."., managers like to see quick results,
while Japanese managers are known for take a long term view, often accepting long
periods before profitability is obtained. "o these all factors are very important to
understand the consumer buying behaviors that directly affect the decision process.
:eert. 0$''
ulture is a problematic issue for many marketers since it is inherently nebulous and
often difficult to understand. *ne may violate the cultural norms of another country
without being informed of this, and people from different cultures may feel
uncomfortable in each other6s presence without knowing e3actly why 0for e3ample, two
speakers may unconsciously continue to attempt to ad+ust to reach an incompatible
preferred interpersonal distance.
2.> S#!&(/ F(!t#r'
Aconsumer6s behavior also is influenced by social factors, such as the :roups, 2amily
and Coles and status
:roups are defining as two or more people who interact to accomplish individual or
mutual goals. # person6s behaviors are influenced by many small groups. :roups that
have a direct power and to which a person belongs are called membership groups. "ome
are primary groups includes family, friends, contacts, neighbors6 and coworkers. "ome
are secondary groups, which are more formal, acquaintances and have less regular
interaction. This includes organiBations like religious groups, professional association
and trade unions.
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Then the scope narrowed down to family. 2amily members can strongly influence buyer
behavior. The family is the most important consumer buying organiBation society and it
has been researched broadly.
4arketers are interested in the roles, and affect of the husband, wife and children on thepurchase of different products and services. Then it comes to Coles and "tatus. Cole or
status is defines as # person belongs to many groups, family, clubs, and organiBations.
The person6s position in each group can be defined in terms of both role and status. 2or
e3ample. 4 M 9N; plays the role of father, in his family he plays the role of husband, in
his company, he plays the role of manager, etc. # Cole consists of the activities people
are e3pected to perform according to the persons around them.
ow talking about the social influence on the person6s buying behavior and his special
choice in shopping. 4a+or thing in social factors is #ttitude that defines that one=s
evaluative orientation toward a person, thing, idea, etc. in attitude its also seen that the
persuasion is the important factor in buying behavior. *ften studied as changing people=s
attitudes on the other hand :oal is usually to change their behavior but its commonly
seen that in the buying behavior of the consumer #ttitude-behavior link too often is
strong, during shopping its also seen that ommunication focuses on non-coercive
verbal influence as well.
Talking about the most popular theory of the social influence the social +udgment theory
it correctly says the factors that influence the buying behavior, the theory conclude as ?
attitude change 0persuasion is mediated by +udgmental processes and effects. /ut
differently, persuasion occurs at the end of the process where a person understands a
message then compares the position it advocates to the person=s position on that issue. "o
the person position on an issue is highly dependent on the person=s most preferred
position 0hisher anchor point, the person=s +udgment of the various alternatives 0spread
across their latitudes of acceptance, re+ection, and non commitment, and the person=s
level of ego-involvement with the issue. 4anstead and parker 01&&'
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5ressing is one of the basic needs of human and clothing is the most important thing
represents the personality, profession and the choice of the person as well. "o the social
+udgmental theory is highly related to the purchase decision of the person.
ow talking about the other ma+or theory of the social influence due to which we have
seen the diagrammatic shift in the buying behavior of the consumer is Theory of
Ceasoned #ction. This theory proposes that human behavior is influenced by two factors?
the attitudes towards the behavior and the influence of social environment and general
sub+ective norms on the behavior. "ocial norms are determined by e3amples that
significant others set for us and by the attitudes they convey to us. #+Ben 01&&1
#ccording to TC#, we develop attitudes toward behavior and understand social norms
through learning. "ocial learning assumptions are? 8ehavior dynamically influences the
environment and personal constructs. Eikewise, the environment and personal
characteristics affect each other and the person=s behavior. 2or a person to perform a
particular behavior she needs to know what the behavior is and know that heshe has the
skills to do the behavior. Individuals learn what to e3pect through their own e3perience
and through their social groups. Individuals act in their self interest to get likely outcomes
they value. Individuals learn through imitating the behavior of others around them.
Individuals learn through reinforcements and rewards they receive from their behavior.
#ronson, ilson and #kert 0$''
ow considering the other most important model for the social influence that can also
alter the purchase decision of any consumer is Dlaboration Eikelihood 4odel . The model
says that the strength and durability of attitude change depends upon the e3tent to which
people think about 0elaborate on the contents of persuasive communication. This is an
approach to understanding the persuasion process which illustrates the decision-making
path to belief, attitude, and behavior change. /etty and acioppoF 1&%(
4aslow hierarchy also plays a vital role in understanding the factors influencing the
buying behavior it have been seen that buyer is on the top and there are many factors that
influencing his behavior
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F&*r"+ < HIERARCHIESOF THE FACTORS AFFECTING CONSUMER
PURCHASE
S#r!"+ Piegors! "n B"i$er %&''&(.
2.>.1 SOCIOECONOMIC FACTORS
"tatistical socio-economic characteristicsor variablesof apopulation, such as age, se3,
educationlevel, incomelevel, marital status, occupation, religion,birth rate, death rate,
averagesiBeof a family, average age at marriage these are all the factors that can affect
and alter the consumer buying behavior. Then it have been seen that males are more
brand conscious and they can more relate the early child hood e3periences of life than
female and it6s been seen that males are more conscious these days about the clothing and
accessoriBing themselves. 4ost important part in clothing and selection is the life events
and the relation of these events, it have been seen that the males are more conscious
about their profession and the dressing they do accordingly.
http://www.businessdictionary.com/definition/characteristic.htmlhttp://www.businessdictionary.com/definition/variable.htmlhttp://www.businessdictionary.com/definition/population.htmlhttp://www.businessdictionary.com/definition/sex.htmlhttp://www.businessdictionary.com/definition/education.htmlhttp://www.businessdictionary.com/definition/income.htmlhttp://www.businessdictionary.com/definition/status.htmlhttp://www.businessdictionary.com/definition/occupation.htmlhttp://www.businessdictionary.com/definition/birth-rate.htmlhttp://www.businessdictionary.com/definition/death-rate.htmlhttp://www.businessdictionary.com/definition/average.htmlhttp://www.businessdictionary.com/definition/average.htmlhttp://www.investorwords.com/8392/size.htmlhttp://www.businessdictionary.com/definition/family.htmlhttp://www.businessdictionary.com/definition/characteristic.htmlhttp://www.businessdictionary.com/definition/variable.htmlhttp://www.businessdictionary.com/definition/population.htmlhttp://www.businessdictionary.com/definition/sex.htmlhttp://www.businessdictionary.com/definition/education.htmlhttp://www.businessdictionary.com/definition/income.htmlhttp://www.businessdictionary.com/definition/status.htmlhttp://www.businessdictionary.com/definition/occupation.htmlhttp://www.businessdictionary.com/definition/birth-rate.htmlhttp://www.businessdictionary.com/definition/death-rate.htmlhttp://www.businessdictionary.com/definition/average.htmlhttp://www.investorwords.com/8392/size.htmlhttp://www.businessdictionary.com/definition/family.html -
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*verall its seem that there are five ma+or social factors are in process during the
purchase process of the clothing that are demographics, early childhood e3periences,life
events, social support, and families. It have been seen that the demographics play a vital
role in the buying behaviors of male as they are more sensitive to the issue like their age
and the image they carry their income group their social circle and all that0 international
+ournal of intellectual relationsF volume $!
4ost important factor in the male clothing selection is the social supporting contrast to
female males are more conscious about the people review on their cloths and personality
and thus the friend and college comments and advices can easily alter their purchase
decision. In male clothing the other most important factor is their family it have been
seen that the single man can willing to spend more on clothing and accessoriBing himselfand more in the personality maintain then a married man, but its not the only important
factor there also have been seen that few of the man are always want to keep themselves
maintained and spend more on themselves.
4any marketers spend most of their time worrying about factors they control, such as
product and pricing decisions. 8ut an area of marketing often receiving less attention but
whose influence can be significant is the e3ternal environment in which a product and
company operates. These environments tend not to be controllable by the marketer.
@sually from the marketing point of view few of the most important factor they consider
for the male clothing product marketing is The 5esire for ontrol - a lot of what people
do, buy, put energy into is about getting more control for different areas of their lives.
*ne of the things that we can do as bloggers is provides people with content that helps
them find this control. I6m not talking about manipulating them into thinking they have it
H but some of the posts we can write can actually help a person make good decisions, be
empowered to live better lives and live to their potential. his is largely about self esteem
and the desire of people to feel noticed and important.
e have all seen it at its worst 0egotistical and arrogant behavior but it6s also something
that isn6t all bad 0I think people should have a healthy self esteem and have some level of
http://www.knowthis.com/principles-of-marketing-tutorials/what-is-marketing/what-marketers-do/http://www.knowthis.com/principles-of-marketing-tutorials/what-is-marketing/what-marketers-do/ -
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confidence in their own abilities. *ther most important factor is Eook at the popularity
of the big techgadget blogs and gossip celebrity blogs H people who want to know within
minutes of an announcement about the new phone or who was seen kissing who. *ther
important factors areF Cevaluing, 2amily
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F&*r" 1+ SOCIOECONOMIC CLASSIFICATION SCHEME
C/('' )(:" S#!&(/ St(t'
O!!(t)(/ H"(, #$
H#'"%#/,
"r!")t(*" #$ UK
P#/(t)
# @pper middle
>igher managerial,
administrative or professional
8
4iddle
Intermediate managerial,
administrative or professional
1)
1 Eower middle
"uperiors or clerical, +unior
managerial, administrative or
professional $7
$ "killed working "killed manual workers $!
5 orking
"emi-skilled and un-skilled
manual workers 1&
D
Those at lowest
level of
subsistence
"tate pensioners or widows,
casual or lower-grade workers 1$
S#r!"+ )i$*s!urs+ "n M","- %///(
5emographic usually play a ma+or role in the buying process as the social religion and
economic conditions have the greater influence on a person6s thought process
ow there are many factors that can influence the buyers decision and it have been found
that the selection of cloths in any gender and age highly depend on their mood at that
time and the consciousness of them for their selves or any event for which ma+orly they
are shopping.
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# decade ago, trade shows were a critically important factor in any company6s sales
efforts. It was a chance to meet prospects face-to-face and to demonstrate your product6s
capabilities. ow eb sites replace trade shows but neither holds much sway over
buyers.
The good news is that there is still purchasing activity in the market, but the factors that
influence those purchases are changing with the times, #usilio0$''&
#s we have seen that there are many theories for motivation by considering bit of
theories of motivation that affecting the purchase decision of the consumer as we believe
that the there have been seen that there is a shift of consumer buying behavior since the
time when the clothing pattern starts we have seen fashion and fads coming and going. "o
few of the 8asic theories of motivation are reviewed including? 2reud=s belief in
motivation by the id, unconscious forces, and se3ual stagesF Jung and #dler=s belief that
people are motivated most by striving for future goalsF >orney=s theory that people are
motivated by needs arising from an3ietyF 4c5ougall=s belief that humans are motivated
by instinctsF "kinner=s behaviorist theories that motivation comes from the environmentF
>ull=s behaviorist theory that humans are motivated by drivesF and 4aslow=s theory that
people are motivated as needs are fulfilled.
Theories on the following aspects of motivation are discussed briefly? locus of control,
attribution theory, intrinsic motivation, need for achievementF motivation and the
personalityF motivation according to ageF the teacher=s role in motivationF encouraging the
studentF stimulating the studentF the student=s self-conceptF and the parents= role in
motivation.
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There is also a type of buyer called compulsive buyers. ompulsive buyers are
individuals who e3perience and routinely act on powerful, uncontrollable urges to
purchase. The relationships
that e3isted between compulsive buying behavior andperceived social status associated with buying, materialism, self-esteem, and apparel-
product involvement for adults between the agesof 1% and $) were investigated.
This age range was selected because it is the average onset age of compulsive buying
behavior. # convenience sample of '! undergraduates completed a questionnaire that
contained measures of compulsive buying, perceived social status associated with buying,
materialism, self-esteem, and apparel-product involvement. 4ultiple linear regression
analysis was used to analyBe the data. The full regression model and the regression
coefficients for all four of the predictor variables were statistically significant. The
compulsive buying behavior of participants was negatively related to self-esteem and
positively related to perceived social status associated with buying, materialism, and
apparel-product involvement. Ourchisin and Johnson 0$''
"imilarities were found between male and female participants. They spent similar
amounts of money on clothing and had similar degrees of conformity, se3ual attraction,
and recognition motivations. 2or both genders, friends were the most important clothing
information source, and price was the most important criterion for store selection.
"ignificant differences were also found between genders. 2emale participants shopped
significantly more often than males and had higher recreation clothing purchase
motivation. ertain information sources, such as friends and magaBinesbooks, had more
influence over clothing purchase decisions made by females compared to males. ertaincriteria such as product varietyavailability and store display carried more weight for
females than males when making a store selection. hen impulse and non impulse
shoppers were compared, significant differences were found in all the clothing behaviors
e3amined in the study 0i.e., clothing shopping frequency, e3penditure, purchase
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motivations, information sources, and store selection criteria. Dducational and marketing
implications are recommended. J> hen 0$''$.
2.< P'!%#/#*&!(/ F(!t#r'
It includes these 2actors.
i 4otivation 0ii /erception 0iii Eearning 0iv 8eliefs and attitudes
4otivation is the 4otive 0drive a need that is sufficiently pressing to direct the person to
seek satisfaction of the need, then it comes /erception, perception is basically The
process by which people select, *rganiBe, and interpret information to form a meaningful
picture of the world.
e also believe that the shift in consumer patterns are due to the influence as well as
people want consistency in their life, /eople are sensitive to contradictions and
inconsistencies. 5issonance 0discomfort, guilt, doubt fosters attitude change.
ow talking about consistency, people do believe that their behavior is consistent many
of the people believe that their consistency in clothing is necessary. "o we have seen that
a group of people always dress in certain ways and one can observe that their shopping
cart do usually have certain brand and one set pattern they never bother much of fashion
and fads.
5issonance fosters the desire for consistencyF 5issonance can be reduced by changing
one6s perception of the relevant behavior. 5issonance can be reduced by changing
perception of one6s self.
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Eearning is the one most important way that says hanges in an individual6s behaviors
arising from e3perience. Then it comes 8eliefs and attitudes that conclude as 8elief is a
descriptive thought that a person holds about something
#ttitude, a /erson6s consistently favorable or unfavorable evaluations, feelings, andtendencies towards an ob+ect or idea
It has been seen in buying behaviors the 8elief and #ttitude hange 4ay Take *ne of
Two Coutes.
The entral Coute to persuasion is when the receiver has high-involvement information
processing-- whether the person ponders the content and logic of message. In central
route The receiver attends more carefully to the message being received and compares itto his or her own attitudinal position. Eikely generates a number of cognitive responses to
the communication. entral ues refer to ideas and supporting data that bear directly
upon the quality of the arguments developed in the message. entral route leads to more
enduring attitude change.
*ther route is The /eripheral Coute to persuasion is when the receiver has low-
involvement information processing-- persuasion depends on non message factors. in
which, ognitive responses are much less likely to occur, because the receiver is not
carefully considering the pros and cons of the issue. /eripheral persuasion cues include
such factors as the attractiveness and e3pertise of the source, the mere number of the
arguments presented, and the positive or negative stimuli that form the conte3t within
which the message was presented 0e.g., pleasant music.
There have been a study conducted investigated the relationships between perception of
mood, self consciousness, and the selection of clothing among male and female students.
The statistical analysis of surveys of l)l females and ll males revealed that 0a females
were more sensitive to different mood states than males and that this affected their choice
of clothingF 0b as compared to males, females= private self-consciousness and perceived
moods, especially negative moods, affected their selection of clothing to a greater e3tentF
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0c private self-consciousness played a more important role than public self-
consciousness on the effects of perceived moods on the selection of clothing for femalesF
and 0d that females= clothing selection was more influenced by perceived mood among
those scoring high than among those scoring low on private self-consciousness.
56#usilio 0$''!
2.1 MARKETING FACTORS
4arketing factor defines as any e3ternal agentthat affects the demandfor or thepriceof
a good or service
onsumer behavior is affected by many uncontrollable factors. Just think, what
influences you before you buy a product or service Oour friends, your upbringing, your
culture, the media, a role model or influences from certain groups
The primary factors for influencing buyer behavior are? /rice, "election, Puality,
/erceived
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S#r!"+ C('%:() 02
hile talking about the ma+or 2actors Influencing /urchase 5ecisions in a recently
survey cited 9price; as a ma+or factor influencing their purchasing decisions in $''%.
ith economic uncertainty and the effects of the weak @.". dollar on monetary markets,
savvy managers have to consider price at the top of the list of considerations. "econd in
importance was the reputation of the company. This was somewhat surprising to this
surveying organiBation. >owever, I would add that to me company reputation falls intothe Qservice arena6 and it makes perfect sense to me. 8ut then again brand and the
production process also mater to the cloths choosing it have been seen that the people
usually says that I don6t know about you, but for me the brand is +ust as important as the
price.
The other most important factor is the recommendation from the college and the fellow.
8eings that are giving advices for certain brand or certain type of the clothing. The other
most important factor during the purchase is the event and the purpose of the purchase
that ma+or alter the consumer behaviors.
*ther importance is given to the prior to sale relation, in which we have seen that people
usually go to the stores where they have been usually purchasing things from it can be
either trust on the company of the relationship made during the purchase and negotiation
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process that make then come to the same shop or brand, one of the most important factor
seen for the purchase of certain product of the trust in the brand name, people do believe
that the certain brand gave high quality products and whatever they buy will be of same
brand, 8lackwell and Aollat 01&7
In male clothing branding is the main thing as most of the males are highly loyal with
their brands whereas talking about the females6 sales promotion and discounts can easily
attract them and for them pricing is the main issue rather the brand name itself.
To get your customers to have an emotional attachment to your brand is one of the keys
to keeping them loyal and them not being influenced by competitors6 offerings of lower
prices or other incentives.
"ince a customer=s information is likely to be imperfect heshe will be ignorant of the
e3istence of a number of productsbrands that are actually available on the market. This
happens for a variety of reasons. The customer may only engage in limited information
gathering, some productsbrands may not be strongly promoted or some may be heavily
promoted in distribution channels that a particular customer does not frequent. Thus, the
customer is seldom in a position to choose productsbrands from the total set. Cather, the
customer is only aware of a subset of the total set. "ome of these will fail to meet thecustomer=s initial screening criteria. "ome will lie outside the customer=s price range 0they
may be either too e3pensive or too cheap, some will have too high or too low a
specification, others might not have the basic level of technical service support in the
country.
Therefore, the set of productsbrands of which the customer is aware is then reduced to a
further subset of productsbrands to which the customer gives serious consideration.
>owever, as the prospective customer gathers more information the set of alternatives is
further reduced until heshe arrives at an evoked set. This is the set of alternative products
or brands from which a customer=s actual choice is made. "o the total impact of the
purchase was made by the marketer so the responsibility of the market
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The important implication of the evoked set theory for marketing managers is that they
must know when their products are failing to get into the evoked set and should
determine what criteria potential customers are using as a basis for including and
e3cluding productsbrands from their evoked sets. It is equally important, although not
always easy, to establish what information sources customers are using and the roles and
relative importance of alternative sources
F&*r" 13+ THE EVOKE SET OF CONSUMER BUYING BEHAVIOR
source by ? /etrofand 5aghfous01&&(
2.11 CONCLUSION
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It has been concluded after literature review that there are number of factors influencing
the consumer buying behavior they are internal factors and e3ternal influences. 2or some
customer buying behavior is directly related to some of the factors that always
influencing them like culture or family whereas it have been also seen that in many cases
a single buyer is influenced by many of the factors and they themselves not aware of the
choices they made and the factors affecting that choices like sometime its price then other
time some friends recommendation or ne3t time some brand loyalty e3ist. "o its
concluded that there are (,7diferent type of factors that are influencing consumer buying
behavior.
CHAPTER 3
RESEARCH METHODLOGY
3.1. I)tr#,!t)
"omewhere, something incredible is waiting to be known.; 5r. arl "agan. /revious
chapters presented the literature review and background on consumer buying behavior as
well as factors affecting the consumer buying decision. The aim of this chapter is to
discuss and +ustify the methodology used in this research. In this chapter we will present
the contents of the research design and approach used through the study.
This chapter starts by unfolding the research process and the aims and ob+ectives of the
research. It moves to rationaliBe the research design and the data collection methods. It
concludes with a +ustification of sampling related issues and some restrictions of this
research.
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3.2. T%" r"'"(r!% r#!"''
#s is shows in the figure 11, a highly structured research process was followed. 2irstly,
the research topic was identified according to my interest in this particular sub+ect
0"aunders, $'' "econdly, the stage of do the search an e3haustive revision of the
theoretical framework within the Eiterature review was made.
This step helped the study by generating and refining the research ob+ectives. It also
helped the study by developing a good understanding and insight into relevant previous
research and the findings that have emerged 0"aunders, $''. #nother step was the
research approach and design of the research at this stage we collect the information
e3tensively for our research. This step is concerned with the way in which we collected
the data to answer the research ob+ectives. This step also influenced the data collection
method. The data were collected according to the chosen method. 2inally, the data were
analyBed, interpreted and presented in this dissertation, this step is called as evaluate and
reflect. Then the cycle continue for further researchers the research would be helpful that
why limitations have been dicussed later.
F&*r" 14+ T%" R"'"(r!% Pr#!"''
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S#r!"+***"o%iodo(ini'an"edu)retrieved on -nd(ay -.+./
3.3. A&:' (), O-"!t&;"' #$ t%" r"'"(r!%
#s indicated in the introduction chapter, the main ob+ective of this research is to identify
the impact of marketing and social factors on consumer buying behavior.
The main ob+ective for the research is?
To provide an over view on the male fashion industry in @A.
The other main purpose of the research is to investigate how retailer of male cloth
can improve chances of their products being selected.
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To provide the recommendations to the retailers of the male clothes.
3.4. R"'"(r!% Ar#(!%
The research philosophy depends on the way a researcher thinks about the development
of knowledge 0"aunders, $'' and there are different views about the way in which
knowledge is developed and +udged as being acceptable. #ll three have an important role
in the process of research management.
#ccording to 2rank rossan 0$'') there are various reasons why the study of
philosophy may be crucial in the research methodology? 2irstly, it can help the researcher
to specify the research methods to be used in a study. "econdly, the selection of a
research philosophy will have an impact on the type of evidence gathered and its origin,
the way in which such evidence is interpreted, and how it helps to answer the research
questions posed. 2inally, it will enable the researcher to evaluate different methods and
avoid inappropriate use and unnecessary work by identifying the limitations of particular
approaches.
Three main different research philosophies can be identified in the literature? /ositivism,
/henomenology and Cealism 0"anders, $''.
P#'&t&;&':
/ositivism adopts a clear quantitative approach to investigating phenomena. The
researcher in this approach assumes the role of an ob+ective analyst with an emphasis on
a highly structured methodology to facilitate replication and on quantifiable observations
that lend themselves to statistical analysis 0/roctor, $''. The general elements of
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positivist philosophy have a number of implications for social research based on this
approach.
#ccording to Dasterby-"mith et al 01&&7 these implications are?
4ethodological? all research should be quantitative, and that only research which
is quantitative can be the basis for valid generaliBations and laws.
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/henomenologist approaches assume that reality is multiple, sub+ective, and mentally
constructed by individuals. The use of fle3ible and multiple methods is desirable as a way
of studying a small sample in depth over time that can establish warranted assertibility as
opposed to absolute truth 0rossan, $'').
The researcher interacts with those being researched, and findings are the outcome of this
interactive process with a focus on meaning and understanding the situation or
phenomenon under e3amination.
R"(/&':
Cealism as applied to the study of human sub+ects recogniBes the importance of
understanding people6s socially constructed interpretations and meanings within the
conte3t of seeking to understand broader social forces or processes that influence the
nature of people6s views 0"anders, $''. In management it can be seen as indicating that
there are large social forces that affect people behaviors. Cealism is based on the belief
that a reality e3ists that is independent of human thoughts and beliefs. #fter all, the
ultimate goal of all research is not ob+ectivity, but truth.>elene 5eutsch.
F&*r" 15+ THE RESEARCH PHILOSOPHY
r"'"(r!%
%&/#'#%
#'&t&;&'&: %")#:")#/#* r"(/&'&:
ob+ective
analysis
sub+ective
meaning social forces
phenomena
motives,
intention reality independent
generaliBation
on law
quantitative
approach qualitative approach
quantitativeapproach
focus groupinterviews
observation andinterpretation
Gr(% :(," - r"'"(r!%"r
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"o the aim of this research is to identify marketing and social factors that affect consumer
buying behavior in men cloths. onsidering that these factors have a sub+ective meaning
related to motives and intentions 0"anders, $'' this particular research adopted the
/henomenology approach.
3.5. R"'"(r!% D"'&*)
#ccording to Rikmund 0$''', a research design is a master plan that specifies the
methods and procedures for collecting and analysing the needed information.
The methodology literature suggests that there e3ist three research designs? e3ploratory,
descriptive and e3planatory. Dach one has a individual purpose 0"anders, $''.
#ccording to 4alhotra 0$''), research design is a framework or blueprint for
conducting the marketing research pro+ect. It details the procedures necessary for
obtaining the required information.
E/#r(t#r
#lso, /roctor 0$'' argues that e3ploratory research is useful in finding out what is
happening, to seek new insights and to ask questions to asses6 phenomena in a new light.
It is useful if you wish to clarify your understanding of a problem. #nother common
reason for conducting e3ploratory research is to test concepts before they are put in themarketplace.
#ccording to "anders 0$'', e3ploratory studies can be quite informal, those on
secondary research such as reviewing available literature andor data, or qualitative
approaches such as informal discussions with consumers, and more formal approaches
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through in-depth interviews, focus groups, pro+ective methods, case studies or pilot
studies. #ccording to #mphora 0$''), the ob+ective of e3ploratory research is to search
through a situation to provide insights and understandings. This e3planation is applied
when the topic to be investigated is fairly unrehearsed. The main characteristics of
e3ploratory research is it is 2le3ible and
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#nd have /replanned and structured design to carryout the whole research and then data
analysis Puantitative data.
This research is also known as statistical research and also provides data about the
population or universe being studied. It describes the Gwho, what, when, where and howG
of a situation, not what caused it. Therefore, descriptive research is used when the
ob+ective is to provide a systematic description that is as accurate as possible. It provides
the number of times something occurs, or frequency, lends itself to statistical calculations
such as determining the average number of occurrences or central tendencies. 0"ource?
www.marketresearchworld.com.
The ma+or limitation of this research is that it cannot help determine what causes a
specific behavior, motivation or occurrence. In other words, it can not establish a causal
research relationship between variables 0/roctor, $''
C('(/
ausal research is used to obtain evidence of cause and effect 0causal relationships.
#ccording to 4alhotra 0$''), causal research is appropriate for the following purposes?
To understand which variables are the causes 0Independent variables and which
variables are the effects 05ependent variables of a phenomenon as well as to determine
the nature of the relationship between the causal variables and the effect to be predicted.
"o using casual important is ontrol of other mediating variables and its min
characteristic is Puantitative data.
F&*r" 1=+ R"'"(r!% D"'&*)'
E7PLORATORY DESCRIPTIVE CAUSAL
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O-"!t&;"
5iscover ideas and
insights.
5escribemarket
characteristicsor
functions.
5etermine cause and effect
relationships.
C%(r(!t"r&'t&!'
2le3ible.
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3.=. D(t( C#//"!t) M"t%#,'
In order to meet the aims of the pro+ect was necessary to use both primary and secondary
methods of data collection?
F&*r" 1>+ DATA COLLECTION METHOD
S#r!"+ ":"r(/, &)'&*%t &)$#
3.=.1. S"!#),(r D(t(
"econdary data is the data collected by others to be re-used by the researcher. It is also
the data that have already been collected for purposes other than the problem at hand
04alhotra $''). This data includes both quantitative and qualitative data and can be
located quickly and ine3pensively 0/roctor $''.
#ccording to 4alhotra 0$''), secondary data can be classified as either internal or
e3ternal. Internal data are those generated within the organiBation for which the research
is being conducted and it may be available in a ready-to-use format or with considerable
processing requirements to e3tract it. *n the other hand, e3ternal data are those generated
by sources outside the organiBation. Through the method of 5esk research it is possible
to e3tract it in the form of published material, online databases, or information made
available by syndicated services.
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2or this study desk research was used in the researcher6s effort to review previous
research in the field and develop a conceptual framework. This process was carried out
by accessing online documents and published materials available through private and
government websites and published documents via the estminster @niversity Eibrary.
The information e3tracted was mainly previous research and studies on /roduct adoption,
new products and innovation.
3.=.2. Pr&:(r D(t(
/rimary resources are sources that are usually created at the time of an event. /rimary
resources are the direct evidence or first hand accounts of historical events without
secondary analysis or interpretation.
"o e3tensively for our research we need to see the consumer response towards it.
#ccording to Eancaster 0$''$, if secondary data do not provide sufficient information to
satisfy research ob+ections, primary data must then be collected. Therefore primary data
is necessary when a researcher cannot find the data needed in secondary sources. 4arket
researchers are interested in primary data about demographicsocioeconomiccharacteristics, attitudesopinionsinterests, awarenessknowledge, intentions, motivation,
and behavior 0/roctor, $''.
The methodology literature suggests that there e3ist two classifications of primary data?
qualitative and quantitative data. Puantitative research is used to measure things while
qualitative methods are mainly used to obtain an understanding of the sub+ect 04alhotra,
$''). 8esides, qualitative research involves e3amining and reflecting on the less
tangible aspects of a research sub+ect such as values, attitudes and perceptions 0Eangevin,
1&&%.
Pualitative and quantitative researches are often used into single studies. The patterns
displayed in quantitative research can be enriched with that addition of qualitative
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information 0/roctor, $''. >owever, qualitative research is usually less e3pensive to
conduct that quantitative studies and it can prove the quality of quantitative research
04alhotra, $'').
The literature also suggests that there is a classification of qualitative research procedures
0#s shown in figure 17. These procedures are classified as either direct or indirect, based
on whether the true purpose of the pro+ect is known to the respondents 04alhotra, $'').
#ccording to the author, the purposes of the pro+ect in a direct approach are disclosed to
the respondent or are obviousF meanwhile the purposes of the pro+ect in an indirect
approach are disguised from the respondents.
There fore questionnaire are chosen as the best instrument for the primary data collection.
2illing out their questionnaire is a big responsibility for hunters, and should not be taken
lightly,; 4ike o3
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S#r!"+ .info"e(eraldinsi$%t"'o(
@nder the sights of these e3planations, the dissertation adopted a qualitative approach
based on the relationship between the aim of this study, which is related with the
identification of factors affecting product adoption of new products, and one of the main
uses of the qualitative research, which is to e3amine less tangible aspects of a research
sub+ect such as values, attitudes and perceptions 0Eangevin, 1&&%.
In this dissertation, qualitative research is associated with questionnaire. In the
questionnaire, we did draw on some prior surveys that have been done, sometimes by
outside firms. 0Tom :uterbock, $'''
The study carried out a cross sectional study was carried out using self-administered
questionnaires. The questionnaires incl
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