CHAPTER 3 Methods and Findings 3.1 Research Design and Methodology A survey research was conducted to collected data at a single point in time using questionnaire to examine the patterns of association between dependent and independent variables in our study. Consumption behavior was taken as a dependent variable while product and advertisement were independent variables. A survey questionnaire was developed that included different questions related to these variables. The initial pool of questions were submitted to the mentor for the evaluation of content and face validity. By eliminating and adding few questions, the questionnaire was finalized. 235 questionnaires were distributed and after screening 221 were usable. Using Likert scale, …show more content…
Analysis revealed that increase in age leads to decrease in consumption behavior of fashion clothing. It means that young people are taking more interest in fashion clothing. Gender has not shown much effect on the consumption behavior of fashion clothing. Males and females both are equally interested in the purchase of fashion clothing but still we can say that females have a little more tendency to get involved in fashion clothing. Marketers should give attention to both gender fashion clothing. Income has not shown much significance and a negative effect was observed in the …show more content…
Some modification was done while conducting the study due to less availability of time. Control variables such as age, gender and income were also included in the study. The study framework appears to be a valuable contribution towards bringing together the different constructs of measuring consumer involvement in fashion clothing. The study provides both a theoretical and a practical level of understanding in consumption behavior of consumers. The findings take the literature in the direction recommended by Muehling et al. (1993) by concentrating on various types of involvement. The various determinants of consumers’ involvement in fashion clothing provide a guide for fashion marketers and strategy developers. 5.2 Implications The present study has important implications for the academic as well as marketing practitioners. Marketers should identify the needs of our diverse social groups and should come up with more variety in product and should pay more attention on the quality of their product. Marketers and retailers may spread awareness of their product through better advertisement as they play a significant role in molding the consumption behavior of fashion clothing of consumers. Males and females, both are almost equally involved in fashion clothing so attention should be given to the fashion clothing of both males and
The target respondents were invited to complete the questionnaire and directed them to a brief explanation of the research. If a respondent volunteered to participate they were able to read the instructions and complete the questionnaire online from any internet-connected device. Contact details of the researcher were also provided in the initial description of the form should the respondent have any enquiry regarding the questionnaire. Data were collected on 23rd December 2015 from 8 a.m. until 8 a.am 24th December 2015. The length of time for data collection was considered ideal as it allowed a sufficient amount of time for interested respondent to participate in the study.
The author Lane Kensworthy uses a variety of different primary and secondary documents to get the information for this article. The author uses data from the panel study of income dynamics, social scientists, historical trends, research from sociologists, education policy experts, organization for economic cooperation and development, and economic adviser. In the article, she uses lot of percentages, rates of change and other quantitative data that prove that success depends on the individual and their circumstances. Using this numerical data, it shows that some differences in a person and their family can be a key component in the opportunities they get and their overall
Fundamentals of Fashion And Their Reflection In “The Next Black” Aaliya Gujral Unquestionably clothes are a prominent part of our lives. They help us express who we are and often represent our sex, occupation, age and social standing. Clothing has been used by humans for thousands of years, and comes in a variety of forms. It has evolved throughout the course of history to include more fabrics, patterns, styles and designs.
Thus, the middle class is under quite pressure which is still likely to increase and the middle class would have not spent more money in other consuming, which is bad for cycle of
The data were processed and analyzed using SPSS version 18. Frequencies, cross tabulation, Pearson’s, chi-square test, ANOVA were used to analyze the data. A p-value of <0.05 was considered statistically
Relevance of the Work There partially clod goddess fashion statement can be equated to today’s fashion world, beauty is in the eyes of the beholder, like the old days, men still adorned women with the beautiful garments and still idolize their confidence and beauty. The fashion industry has taken over the industry and are able to determine what is the fashion relevant to today. They have revolutionized the industry to include products of beauty, exercises to perceive what is beautiful C. Effect of Analysis on
How does mainstream media influence sneaker culture in secondary markets? Today through the help of mainstream media sneaker have made a huge impact not only in fashion but also in the market. Its influence gained a long way from the “training shoe in 1917” (O’Connor) to the multi-billion-dollar market of today. The influence created by the media, that spread through the help of the internet, celebrity endorsements, and television, played a significant role in the growth of the sneaker culture.
Poor families could find a boost in their personal income through the
In order to explicitly analysis the clothing industry, emphasis must be laid on Textile
Emergence of fast fashion has brought a drastic change in the fashion industry on a global level. Over the past decade it has brought a significant development in the retail sector as well as consumer behavior. This essay highlights the challenges and the opportunities as well as short term and long-term impacts of fast fashion on the industry. Fashion is a style of clothing or dressing at a particular time or place. Fashion is dynamic that is it keeps changing or evolving with time.
Fashion is more common in current society than in the ancient tribes or peasant communities. Modern society is an open one where class differences are not as severe as in primitive society. Its urban and mobile class structure allows people to develop its own personality taste and implement its new course. The modern world is more open-minded to differences and consequently places few restraints on the cycle of fashion. Our principles of judgment have also changed.
Also butter is considered to have high source of fat, health conscious people may reduce the consumption which could affect its sales. PEST Analysis Political:Since the budget range is decontrolled, no political effects are envisaged. Economic: • The Increasing per capita income of the whole population is resulting a higher disposable income to the consumer as the purchasing power parity is also rising
(David and Geoff, 2000) Consumer buying behaviour is affected by three main factors which are buying situation, personal influences and social influence level. (Weilbacher et al 2003) Advertisements do not affect the whole; but only what consumers have learnt and perceived about the product. Advertisements main task is to explain the complete idea in different way so products have a livelong impact on consumer mind. To analyze customer behavior more aggressively, firms need to understand some important aspects of consumer behavior that are associated with product so consumer buying behavior can be understood.
Literature review Advertising has become a form of communication and a great source for promoting services and products for any business in the whole market because of its broader impact. The main idea of an advertisement is to get the attention of the consumers, build up the product’s strong image in their mind and provide information to help the consumer to make a purchase decision. So, the central focus in today’s diverse global marketplace is the consumer. Companies exert a lot of effort to find out the best ingredients that should be in an effective advertising and identifying its influence on the consumer’s mind, so effective advertising should be considered as one of the most important tools that strongly affect and can change the consumer’s buying behavior. The research attempts to investigate the impact of effective advertising on the consumer’s buying behavior.
Introduction At the start of this course, I had no idea what to expect. This is due to the fact that marketing is a field that offers a combination of so many different disciplines such as art, psychology, and statistics. I encounter marketing on a daily basis but have strangely enough not reflected too much about it. Nevertheless, it is a very interesting subject, which deals with promoting and selling services and products.