...bs_bs_banner International Journal of Consumer Studies ISSN 1470-6423 Beyond the fad: a critical review of consumer fashion involvement ijcs_1041 84..104 Iman Naderi Department of Marketing and Logistics, College of Business, University of North Texas, Denton, Texas, USA Keywords Consumer involvement, content analysis, fashion, literature review. Correspondence Iman Naderi, Department of Marketing and Logistics, College of Business, University of North Texas, 1155 Union Circle 311396, Denton, Texas 76203-5017, USA. E-mail: iman.naderi@unt.edu doi: 10.1111/j.1470-6431.2011.01041.x Abstract Fashion involvement has been regarded as an important research topic in consumer research. Despite the importance of this topic, no attempt has been made in the past to review, assess and consolidate extant research on fashion involvement. This study presents a comprehensive and critical review and analysis of the recent studies on involvement in the context of fashion clothing to indicate the current state and identify possible gaps. A content analysis of the current peer-reviewed journal articles published on this research topic reveals a paucity of research on a number of antecedents and consequences of involvement. Further, the findings show that the research method is biased towards the survey method as opposed to experimentation. In this paper, the results of the content analysis outlining methodologies, sample characteristics, variables and major findings are provided and...
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...Lawn customers in Karachi Purposes/Aim: The purpose of this study is to examine the impact of brand image and advertisement on consumer buying behavior in the general public at Karachi. Objective of the study: a) To explore the impact of brand image and advertisement on Consumer buying behavior b) To determine factors those are influencing consumers to purchase Branded lawn fabric. c) To find out the female buying behavior about branded lawn wear. Scope of Study: a) This research will help textile marketers and merchandisers in understanding consumers’ preferences about branded/designer lawn. b) Also this research will help textile marketers and merchandisers by providing the essential knowledge of the factors that influence females’ buying intention towards branded lawn fabric. c) This study will guide entrepreneurs in developing strategies for the branded lawn. Background and Existing literature: Brand image and advertisement play a crucial role to boost up any business performance as brand image is an implied tool which can positively change people’s buying behaviors and advertisement is behaving as a driving force for any business as it’s an...
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...II. Review of Related Literature Due to the growing intensity of competition in both local and global business sectors, several companies and service providers have realized the need to develop more strategic approaches for managing supply chains. These affective factors and realization then led to the development of tradition SCM systems up to the advanced systems companies apply at present. The evolution of supply chain management occurred during the 1990s; at this time, collaboration between manufacturers and suppliers had been established in order to enhance traditional approaches in supply management functions. At the same time, retailers as well as wholesalers had integrated their logistics operations as well so as to achieve greater competitive advantages ( 2002). In the process, both of these concepts were joined and became a strategic approach to what is now known as supply chain management (SCM). In this chapter, the relation of the apparel industry to SCM is explained. Models, implementation needs as well as the dilemma on the application of SCM systems are also discussed through the citation of various related literatures and studies. Relevance of the Supply Chain to the Apparel Industry The apparel industry goes through a number of business challenges. Due to certain trends like fashion and consumer preferences, companies operating in the industry often encounter the issue on demand uncertainty. In order to address this, apparel businesses...
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...1) Executive Summary This research paper will investigate the benefits of dynamic and fixed pricing and how the different pricing methods are perceived by consumers in the online market. It will examine consumer perceptions and behavior when purchasing various goods and services in an online environment. As well as the trends of increasing dynamic pricing methods on various websites even for goods and services sold at posted prices. 2) Introduction The pricing issue we have chosen to investigate is that of dynamic vs. fixed pricing of products and services on the internet. Prior to the introduction of e-commerce, products and services were distributed through brick-and-mortar stores with fixed prices. However, many online websites are now offering variable pricing methods for the exact same products. Consumers are now able to have much more control over the prices of these online goods and services. With a typical brick-and-mortar store or online store, the price is set by suppliers to meet the average consumers’ willingness to pay, in order to maximize profit. One of the main advantages associated with a set retail price is reliability. Consumers can make a decision to purchase the product at the current price, and they have a sense of security that the product will be available at the set price. With the introduction of e-commerce suppliers are now able to sell their products to much larger markets across the world and are no longer restricted by geographical...
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...Effect of Brand Image on Consumer Purchasing Behaviour on Clothing: Comparison between China and the UK’s Consumers By Kwok Keung Tam 2007 A Dissertation presented in part consideration for the degree of “MSc International Business” Table of Content Page numbers Abstract i Acknowledgements ii Chapter 1: Introduction 1.1 The importance of brand image on fashion clothing 1.2 Background information of China and the UK clothing markets 1.2.1 China clothing market 1.2.1.1 Chinese spending habits 1.2.1.2 Impediments to China’s clothing brand development 1.2.2 UK clothing market 1.2.2.1 British spending habits 1.2.2.2 Characteristics of the UK clothing market 1.3 Theoretical framework 1.4 Objectives of the dissertation 1.5 Outline of the dissertation 1 1 2 2 3 4 5 5 6 7 7 8 Chapter 2: Literature review 2.1 Introduction 2.2 The important roles of brand 2.2.1 The characteristics of successful brands 2.3 Brand equity 2.3.1 Brand awareness 2.3.2 Perceived quality 2.3.3 Brand loyalty 2.3.4 Brand association 2.4 Consumer buying behaviour 10 10 10 11 12 13 15 16 17 19 2.4.1 Models of consumer behaviour 2.5 Summary 20 23 Chapter 3: Methodology 3.1 Introduction 3.2 Theoretical backgrounds 3.2.1 Review of different research traditions 3.2.2 Quantitative versus qualitative analysis 3.2.3 Reliability and validity of data 3.3 Justification of research method 3.4 Sampling 3.5 Interview schedule 3.5.1 Stage one 3.5.2 Stage two 3.5.3 Stage three 3.6 Administration...
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...Hepworth & Son which was a dowdy men's clothing chain established in Leeds in 1864 and became public in 1984 (Nexis® UK, 2009). Afterwards, the company bought Kendalls with 78-store women's clothing chain. George Davies who was hired by the chairman of retail group Storehouse Terence Conran positioned the company as a fashion type clothing provider with a mainstream price and came up with the word Next as up-to-date. Since then the company has expanded its business and bought Grattan (a British mail-order company) in 1986, retail chain Combined English Stores Group and the Dillons-Preedy chain of newsstands. In 1987 Next launched Childrenswear.. and it became one of the leading retail companies in the United Kingdom. Nowadays Next owns a significant number of retail shops in the UK and many franchise stores overseas (Nexis® UK 2009). The company specialises in stylish clothes, shoes and accessories for women, men, and children. Presently, the retail industry is going through many difficulties caused by a number of factors. These factors have both direct and indirect effects on Next PLC and led to a reduction in its market share. The goal of this study is to: 1. Examine Next´s relative decline in sales 2. Compare the strengths and weaknesses of the Next brand with its main competitors 3. Identify the benefits of Next clothing from the perspective of consumers The first two objectives will be addressed in the literature review and the third objective will be dealt...
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...Vraelysopname is as primêre data-insamelingsmetode gebruik waartydens die respondente versoek is om aan te toon wat hul voorkeure is vir dertig gepaarde kombinasies van die produk en sy eienskappe. Hierdie studie het op vier eienskappe, naamlik handelsmerk, styl, kleinhandelaar en prys gefokus. Hipoteses is geformuleer en voorkeurkeuse-ontleding (“conjoint analysis”) is vir die ontleding van data gebruik. Die bevindinge toon aan dat daar beduidende verskille is in die waardes wat vroulike verbruikers heg aan die eienskappe van ‘n kledingstuk voordat aankoopbesluite geneem word. INTRODUCTION Although the apparel industry seems to be in the maturity stage and growth is slow, fashion trend cycles are accelerating – nowadays the average successful clothing trend lasts only six to twelve weeks. The presence of more and more brands has created a competitive environment unheard of in the past (Rutter & Edwards, 1999). A major change in today’s society is the expanded role of female consumers as more and...
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...shopping-related events. Fashion blogging has also been a revolutionary method for communicating and advertising through online media. Sprouting from the collective whole of blogs, called the blogosphere, fashion blogging is a whole new world of personal journals infused with the fast-paced line of design in clothing, footwear, accessories, makeup and other wearable paraphernalia. The fashion industry has been finding ways to connect through their rising audience in the modern society, and via blogging, it has secured a throne of perpetual popularity, fame and success. Through this, fashion blogging is born. Two years ago, two million blogs represent the growing and fast-rising modernity of fashion; and now, fashion blogging has been crowned the most popular form of blogging. The persona of fashion blogging itself is innovation, making use of creativity in a conventional way, following the standard of wearability of certain articles of clothing. All in one, it could express the personality of the blogger, as well as openly communicate with the audiences of the blog, while effectively advertising the pieces of fashion the blogger has been showing. B. Literature Review Fashion bloggers share their knowledge pertaining to the fashion industry, specifically in terms of new style and trends, which they share through their own blogs based on their own experience (Bunina 2013). This is how bloggers share their styling skills, views, opinions, and fashion advices or recommendations...
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...Brand Preference And Its Antecedents By: Getaneh Zelalem Addis Ababa University School of Commerce Department of Marketing Management Post Graduate Program January, 2012 Addis Ababa, Ethiopia Brand Preference And Its Antecedents Brand Preference and Its Antecedents: A Case of Footwear Products By: Getaneh Zelalem Advisor: Getie Andualem (PhD) A Research Project submitted in partial fulfillment of the Requirement for the degree of Master of Marketing Management Addis Ababa University School of Commerce Post Graduate Program Department of Marketing Management January, 2012 Addis Ababa, Ethiopia Brand Preference And Its Antecedents Brand Preference and Its Antecedents: A Case of Footwear Products By: Getaneh Zelalem Approved by Board of Examiners ____________________________ Name ____________________________ Name ____________________________ Name _______________ Signature ______________ Signature _____________ Signature Brand Preference And Its Antecedents Statement of Certification This is to certify that Getaneh Zelalem Emiru has carried out his research work on the topic entitled Brand Preference and Its Antecedents. The work is original in nature and is suitable for submission for the award of Masters Degree in Marketing Management. ________________ Advisor: Dr. Getie Andualem Date: ____________________ Brand Preference And Its Antecedents Statement of Declaration I hereby declare that Brand Preference and Its Antecedents project...
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...[pic] IQRA UNIVERSITY “Comparative analysis of consumer preferences for women clothing brands in Pakistan” Foreign brands Vs Local brand Consumer Behavior Research Project Report Submitted to: Shahnawaz Adil PREPARED BY: Jawaria Vohra 4533 (javeria.vohra@hotmail.com) Komal Sarwar 4172 ( komi.sarwar@hotmail.com) Mehwish fareed 4266 (m4mehwish32@gmail.com ) Huma sohail (humasohail90@gmail.com) Mariam Shahid (mariam-marry@hotmail.com) CHAPTER 1 INTRODUCTION 1. Introduction. The topic is being researched upon because the Pakistani women now play a vital role in the economy of Pakistan and now have a greater buying power and consumption pattern while purchasing clothes. Clothing is one of the most essential factors of one’s daily life, especially when it comes to women. Gone are the days when women used to sit back at home and their husbands used to shop and buy them a dress a month. Contrary to it the contemporary fashion market is being revolutionized and being known by the women clothing industry at its major part 1.2 Background Globalization has lead to a vast information and decision making set for everyone. Due to globalization, people are aware of product, their attributes, quality, prices and the number of substitutes they can refer for a certain product or service. As a result of globalization, a gap between nations and their culture have reduced, and people are adopting the trends of other countries...
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...create their merchandise assortment and store design. Apparel departments of Target and Big W at Fountain Gate in Victoria, Australia were selected as locale of study. The report consists of two sections. The theoretical study section is based on literature review of two elements of marketing mix; merchandise assortment and store design. The second section will discuss the similarities and differences between the two retailers. Recommendations will be provided to both retailers based on the study. The survey method was followed to conduct the study and data were collected through an unobtrusive observation and also a use of a retailer observation checklist. Table of Contents Introduction 3 Literature Review 4 Retailers’ Store Design & Merchandise Assortment 6 Recommendation & Justifications 9 Conclusions 10 References 11 Appendix 1: Observation Checklists 12 Appendix 2: Individual Reflection 13 Introduction The Australian clothing retailing industry has recently faced several hard-hitting years because of the cautious consumer spending, intense competition, and higher rent costs. Consumer confidence decreased due to the...
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...in the fashion industry is so rife such that the survival of fashion organizations cannot be guaranteed (Stuart, 1995). During the last decade, the developments of new technologies all over the world and growing globalization of countries economies have produced the fastest changes ever. The fashion industry in Ghana, especially, the clothing sub sector (which is the focus of this study) has not been without the effect of economic, political, social, cultural and legal pressures brought to bear on all organizations. In recent years, protectionism has given way to globalization. With that change, Ghanaian clothing sector of the fashion industry has had to compete with imports from low wage countries. Retailers, unencumbered by protectionism, have also seized on the opportunity, often choosing to go directly to offshore manufacturers. As retailers become larger and more globally connected, they continue to build global brands marketed around the world. In doing so, they eliminate many Ghanaian clothing companies from their supply chain. The result has been major market share declines and job losses in the industry. Aug The Ghanaian clothing sector of the fashion industry faces many challenges. the rise of low-cost goods from Asia, a slowdown in consumer spending, difficulty in accessing capital, lack of innovation from entrepreneurs, relatively high prices of products due to high unit cost, poor distribution channels and inability to promote local...
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...Stockholm University School of Business, Stockholm University, Department of Marketing, S-106 91 Stockholm, Sweden a r t i c l e i n f o Available online 29 January 2013 Keywords: Generational cohorts Generational marketing Market segmentation Generation Y Baby Boomers Consumer behavior Purchase involvement Retail strategies abstract This paper presents some significant empirical findings about generational cohorts and their shopping behavior. Marketing has long relied on the use of market segmentation. While birth age has been a useful way to create groups, it describes segments but does not help to understand segment motivations. However, environmental events experienced during one’s coming of age create values that remain relatively unchanged throughout one’s life. Such values provide a common bond for those in that age group, or generational cohort. Segmenting by ‘coming of age’ age provides a richer segmentation approach than birth age. This study compares two significant cohorts: Baby Boomers and Generation Y, with respect to their shopping behavior and purchase involvement for food, clothing and automobiles. For the three types of products, Baby Boomers value the retail experience and in-store service higher than Generation Y. For Baby Boomers, the purchase process starts with a retailer the consumer trusts, who gives advice for choosing the right product, while for Generation Y, the purchase process starts with choosing a product. This study presents implications for retail...
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...challenges to maintain its production and as well as export market whereas it create new opportunity for the clothing (RMG, Knitwear) sector. Its seams the new EU’s RoO [January 1, 2011] creates a dilemma for the export oriented industry of Bangladesh. This rule may also affect the overall all economy of Bangladesh in future. On This study is focused on the identification and evaluation of the affect and future strategy for the Bangladeshi Textile and Clothing Industry due to this new rule. | Introduction With the introduction of the New EU’s RoO in January 1, 2011, a number of countries will be affected, particularly those in the South Asian regions. Not all of them will be affected in a positive way; some will come out as losers and some in an ambiguous position. It is in the latter category that the country of Bangladesh is perceived to belong, because this rule is beneficiary for the Clothing sector but at the same time is my hinder the growth of the textile industry. Though Bangladeshi clothing industry is basically based on the import raw material, but in just under a decade Bangladesh textile industry has be4en emerged basically for the Generalized System of Preferences (GSP) of the European Union, that conferred significant quota benefits to the country. Because of The previous RoO of EU for GPS, country like Bangladesh creates backward linkage of Clothing industry. But in the new RoO the...
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...UNDERSTANDING CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING OF CLOTHES A dissertation submitted in partial fulfilment of the Requirements for the award of the degree of [MASTERS OF BUSINESS ADMINISTRATION] BY AMAN AGGARWAL Register No. 1528606 Under the guidance of Prof. DILIP CHANDRA Institute of Management Christ University, Bangalore March 2016 DECLARATION I, Aman Aggarwal, hereby declare that the documentation titled “UNDERSTANDING CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING OF CLOTHES” is submitted for the partial fulfillment of the requirement of the award for the award of the MBA (Marketing) is my sole project work and has been carried out under the guidance of Prof. Dilip Chandra, Professor, Christ University, Bangalore. I also declare that this dissertation has not been submitted for any degree, diploma or fellowship or any other title in this University or any other university. Place: Date: Aman Aggarwal Reg. No. 1528606 CUIM, Main Campus (ii) CERTIFICATE- FACULTY GUIDE This is to certify that this research report on “UNDERSTANDING CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING OF CLOTHES” is a bona fide work of Aman Aggarwal, under my guidance and support. This research report is a part of MBA (Marketing). The work done and content is genuine with respect to the information and data collected. Place: Date: Prof. Dilip Chandra Professor CUIM (iii) ACKNOWLEDGEMENTS I am indebted to many people who helped me to accomplish this dissertation successfully. First,...
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