A Study of Thai Consumers behavior towards fashion Clothing
Author
Apawan Lerkpollakarn, Dr. Ardiporn Khemarangsan
International Business Program,
Silpakorn University International College
Abstract
The research aimed to reveal real behavior of consumers in fashion clothing
according to the four main factors between men and women consumers to find out
factors which one will impact them the most before make buying-decision. The four
main factors are Physical, Identity, Lifestyle and Store environment. Accordingly, a
wide variety of general stores, department stores and small retail outlets, in the area of
Bangkok, Thailand were selected as the context for this field study. As a consequence,
the results of this study indicate that female have a positive impact to physical factor,
identity factor, lifestyle factor and store environment factor in buying behavior for
fashion and impulse easier to buy clothing than men. However, there is a clear
evidence to suggest that women and men will consider the price before buying the
garment in the same proportion. The sample size was relatively too small (female =
25 and Male = 25) when compare to the population number in Bangkok. Thus, future
research should be a bigger sample and tested in other cultures is needed to enhance
the generalizability of the findings.
Keywords
Buying behavior, Consumer behavior, clothing, fashion
Introduction
For many years fashion has been an area of interest in consumer research.
Fashion is a driving force that shapes the way we live—it influences apparel,
hairstyles, art, food, cosmetics, cars, music, toys, furniture, and many other aspects of
our daily lives that we often take for granted. (SOLOMON Michael R., RABOLT
Nancy J.,2002) Fashion is a major component of popular culture that is always
changing. With a solid base in social science, and in economic and marketing
researches about consumer behavior towards fashion, they provides a comprehensive
analysis of today's fashion consumer. Up-to-date, thought-provoking information is
presented in an engaging everyday context that helps students, business people and
scholars understand how fashion shapes the everyday world of consumers. Nowadays,
in addition to the basic functions, clothes can also serve as fashion items, which can
tell how significant an individual is, express the status an individual has and what
their personal image is like (O’Cass, 2000). Thus, clothing can help represent our
personal identity. Consumer behavior towards fashion clothing affects all aspects of
the fashion industry, design, production, and merchandising and promotion at all
levels, as much as it affects retailing. (P. M. Rath, 2008.) Accordingly, there are many
research examines the factors that result from consumer behavior towards fashion for
making a purchase decision. The results indicate that fashion involvement is
significantly affected by a consumer’s degree of materialism, gender, age and their
identities such as mood, color, boldness, taste, sensuality, beauty, attraction to
particular clothes, detachment, personal style, elegance and celebrity influence.
Physical factors are directly affect to fashion consumption such as health, comfort,
fabric, body shape, balance/fit, body exposure, climate, functionality, seasonality and
the culture. Further, it was found that fashion consumer behavior involves in fashion
knowledge that they concerns about brand image, store loyalty, perceived value,
purchase frequency, money spent, and price consciousness. Moreover, the results
indicate that lifestyles influenced consumer confidence in making purchase decisions
about fashion such as exclusivity, easy of care, profession, durability, moral,
conventions, welfare, quality, versatility, brand, price, age appearance. (Maria Alice
V. Rocha, 2005). Lastly, Store Environment also being a factor that affects consumer
behavior. An effective mall shopping environment may impact the shopping
experience and influence consumers to exhibit more approach behavior, to stay longer
and spend money in the mall. (Stoel et al., 2004) The importance of consumer
behavior towards fashion clothing has inspired many marketing scholars and
practitioners to begin researching the concept of ‘fashion clothing” Under this
concept, both inner and outer factors are regarded as valuable assets which can help
the companies generate lucrative revenues. Many questionnaires have been done to be
attach to possessions at both a theoretical and practical level in understanding
consumer behavior related to fashion clothing. This is important because fashion
clothing has both important economic and social significance in many societies. As
per one of the fashionist said “we are what we wear”. In reality, we are who our
clothes allow us to be. (Aron O’Cass, 2002). In this paper, the concept of consumer
behavior decision making to clothes would be utilized as a theoretical framework,
which would be illustrated in the following chapters.
Literature review
Clothing, as a matter of fact, is a kind of necessity that helps keep our bodies
warm. Human beings cannot live without the protection from clothes in adverse
conditions and this signifies how important clothing is for us. Nowadays, in addition
to the basic functions, clothes can also serve as fashion items, which can tell how
significant an individual is, express the status an individual has and what their
personal image is like (O’Cass, 2000). Thus, clothing can help represent our personal
identity.Shopping for clothes is one of the popular pastimes among people from all
ages, different genders and cultural backgrounds. According to the proliferation of
design and image in the clothing sector, consumers need to take serious consideration
during the buying processes. As mentioned by Rayport and Jaworski (2003), the
purchasing processes can be divided into three stages, namely pre-purchase, purchase
and post-purchase. Each stage is of equal importance that can alter the consumer
buying decision. Once consumers make a purchased decision, consumers may need to
recognize their personal needs, read product information, decide which and where to
buy, determine whether to buy again from the same retailer, choose the buying modes,
show satisfaction to the services or product quality and finally be loyal to the brand.
These highlight the complication of buying processes and the potential impact a
fashion clothing could impose in between them.
Consumer behaviour refers to the activities in which people acquire, consume
and dispose products and services (Blackwell et al., 2001). This paper of Consumer
behavior towards fashion clothing research is the scientific study of the factors that
consumers use to select, secure, use and dispose of products and services that satisfy
their needs. Firms can satisfy those needs only to the extent that they understand their
customers. The main objective of this research is to study the factors both inner and
outer that results from consumers towards clothes while they go shopping. Also, the
paper intend to study the consumer buying behavior in a context of fashion with a
special highlighting on the differences among male and female consumers and also on
the clothes attributes image and lifestyles. To attain this a survey was contribute
across shopping people in Thailand both women and men especially in terms of which
factors influence them the most between; Physical, Identity, Lifestyle and Store
environment.
Consumer Buying Behavior
There are several factors found in literature to justify the buying behavior of
consumers. The main factors influencing the buying behavior of consumers are the
following: Physical, Identity, Lifestyle and Store Environment.
Physical
The physiological factors relate to physical protection, commodity and
environment among people such as body shape, balance, comfort, functionality and
the culture. Body shapes as an important factor for customer deciding to buy a
product. The physical change and deterioration of the body shape has to be addressed
to ensure that the garments have appropriate fit for them and features are balanced to
their body which is basically show to customer choose in the garment shop for SS, S,
M, L, XL or XXL. For example, children, as they are in the process of growing up,
they need garments suitable to their age and physical development (McNeal and Yeh,
1996).
Product comfort is an important attribute, as consumers wish comfortable
products to satisfy certain specific needs. The usefulness is also a factor that
consumers have in mind when buying garments, because, for example, if they buy a
garment that combines with those of their wardrobes, and they make their choices also
considering aspects such as durability and easy care. The product novelty is a factor
that fashion followers have into consideration, in each season they renew their
wardrobes, and they look for innovation in their wearing way.
Culture is the most basic cause of a person's wants and behavior. Human
behavior is largely learned. Growing up in a society, a child learns basic values,
perceptions, wants, and behaviors from the family and other important institutions. A
person normally learns or is exposed to the following values: achievement and
success, activity and involvement, efficiency and practicality, progress, material
comfort, individualism, freedom, humanitarianism, youthfulness, and fitness and
health. Every group or society has a culture, and cultural influences on buying
behavior may vary greatly from country to country. (Asifo Shah, 2010.) For example,
a culture in Thai, People will wear Thai dress like Sabai and Jong-kra-ben in an
official Thai Style custom. In Japan, culture will dress Kimono as Japanese traditional
garment. And the Hanbok, semi-formal or formal wear during traditional festivals and
celebrations in Korea. (Wikipedia, 2011.)
Identity
Concerning Identity factors, these play a strong influence on consumers
behavior in fashion clothing, as some of them choose a product simply by reliance,
mood, personal style, celebrities influence or even brand image.
Fashion is based on mood and emotions as being aesthetically beautiful,
conquering others, the emotional factors being on the basis of consumer's feelings and
emotions. The wish to be involved with fashion is an emotional factor that leads
consumers to buy fashion clothes, as they want them to be modern and attractive.
Often, the purchase of fashion clothes is not done by need but for pleasure. According
to Tay (2008), the behaviour of the modern consumer lies on looking for pleasure
with the consumption experience itself. Frequently, people looks for new stimuli, new
sensations and, as pleasure is subjective and personal, consumption is thus oriented by
the individual themself. For example, people will have an opportunity to spend money
for clothing when they feel good or satisfied with it. (EunJoo Park, 2006.)
Personality is another personal factor that influences purchasing, since
every consumer has a different personality. Factors such as self-confidence, domain
of himself, good fellowship and autonomy, define the individuals personality and,
consequently, different purchasing processes. (VIGNALI, 2011) Each person's
distinct personality influences his or her buying behavior. Personality refers to the
unique psychological characteristics that lead to relatively consistent and lasting
responses to one's own environment. It is usually described in terms of traits such as
self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and
aggressiveness. The basic self-concept premise is that people's possessions contribute
to and reflect their personality; that is, "we are what we have." Accordingly,
Personality can be useful in analyzing consumer behavior for certain product or brand
choices. For example, clothing marketers have discovered that shopping people tend
to be high on sociability. Thus, to attract customers, Clothing brand create the
products and accessories in which people can suit their garment and socialize over a
party such as necklace, earrings, bag or shoes etc.
Mass media (TV, movies, magazines, internet) pervade the everyday lives of
people living in every societies, and undoubtedly one of the effects of such media
saturation is the pervasive transmission of celebrity ideals. More recently, advertisers
have begun attempting to quantify and qualify the use of celebrities in their marketing
campaigns by evaluating their awareness, appeal, and relevance to a brand's image
and the celebrity's influence on consumer buying behavior. From fashion trends to the
way their dress, the attractiveness of a celebrity's lifestyle can be the important factor
that influence people's beliefs, interests and behaviors to follow the trend of fashion
clothing. In example, celebrities have become the trendsetters in fashion. From red
carpet award shows to celebrity gossip magazines, media coverage of "who" a
celebrity is wearing can influence a person's decision to buy the latest designer
clothing and accessories.
Brand is a powerful tool to attract more consumers to buy particular products,
especially clothing. Some may even regarded it as equity as it can add values to the
products. With a well-known brand name, consumers would appear to be more likely
to purchase the products in much higher prices. As far as the same level of product
quality is concerned, consumers would prefer buying brand-name products (Bello and
Holbrook, 1995). Several brands, under the influence of globalization and concerted
efforts from media advertising, have become popular not only in their country of
origin, but also in other markets with high potential. Having a strong and remarkable
brand image could help establish an identity in marketplace (Aaker, 1996), widen the
profit margins, encourage greater intermediary co-operation as well as increase the
chance for further brand extension (Delgado-Ballester and Munuera-Aleman, 2005).
In accordance with Delong et al. (2004), consumers appear to rely on the brand image
as long as they have little knowledge about the brand. Successful branding could
make consumers aware of the presence of the brand and hence could increase the
chance of buying the company’s products and services (Doyle, 1999).
Lifestyle
The way of life is another factor that influences the consumer buying
behavior, as a given garment is intended to a given life style. Consumers frequently
choose certain kinds of products, services and activities since these are associated to a
certain life style such as profession, quality, and price.
Occupation also influences garment purchasing decision. It can be related to
each person possesses different roles and status in the society depending upon the
groups, clubs, family, organization etc. to which they belongs. For example a woman
is working in an organization as finance manager. Now she is playing two roles, one
of finance manager and other of mother. Therefore her buying decisions will be
influenced by her role and status. As a manager of an organization, she will try to
purchase business suits, whereas while at home she will purchase informal garments
like t-shirt.
Quality of clothing is considered as the main factors of consumer towards
buying decision. The consumer will look at the quality and durability of products that
it can be used in a long time and appropriate to a price or not. The design is also an
important motivation for purchasing and consumption of fashion, since, in a garment,
consumers give more and more relevance to aesthetical appearance, like the line and
look, among many others. The characteristics or attributes of fashion products also
influence purchasing, since they interfere on the value, style and quality of product.
(Hong et al.,2002; Wickliffe and Psysarchik, 2001).
Price is a factor that influences a lot the purchase of a product since consumers
consider a better product the one with better price (Hanf and Wersebe, 1994). The
acceptance of a product is reached when there is equilibrium between value and price
that the consumer is willing to pay for it. In general, the consumer considers a low
price product the one that is outdated or with low quality. However, financial capacity
is evidently a factor that influences the purchasing process, as the higher it is, the
higher the acquisition power and garment consumption. In other words, demographic
factors, age, monthly income, living place, marital status, professional situation ally
make an individual to choose certain brands or stores, instead of others (Paulins and
Geisteld, 2003). For example, If the income and savings of a customer is high then
they will purchase more expensive clothes and consider to a brand. On the other hand,
a person with low income and savings will purchase inexpensive clothes and neglect
to an image of brand.
Store Environment
Store Environment is an important factor that influencing fashion shopper to
decide in buying the garments. Shoppers’ perceptions of a store environment may also
have an impact on their mood while shopping (Chebat and Michon, 2003). Perception
of the mall environment has been found to be an antecedent to arousal (Baker et al.,
1994). Darden et al. (1983) suggest that shoppers’ attitude towards a mall
environment may be more important in influencing affective response than attitude
towards a product. An effective mall shopping environment may increase shopping
value and induce consumers to exhibit increased approach behaviors and staying
longer in the mall (Stoel et al., 2004). Moreover, the consumer tend to be like store
where locate near the house which is their behavior will lead to a high store loyalty,
because consumers tend to minimize the time of shopping, hence they return to the
shop they know best, where they are most likely to find the exact product they are
looking for.
Mall operators and retailers are recognizing more and more the positive
impact of the environment on shopping behavior (Laroche et al., 2005; Stoel et al.,
2004). A store environment can be an important basis for consumer’s evaluation of
the products (Baker et al., 1994). Research suggest that ambient cues (physical
aspects of store environment, such as lighting, music, color, and display, etc.) and
social cues (the perception of crowding and friendliness of employees) are important
atmospheric factors that influence consumers’ affective states in the store
environment, which in turn, impact their shopping and purchasing behavior (Baker et
al., 1992; Turley and Milliman, 2000). Further, consumers’ perceptions of the store
environment influenced their perceptions of product quality. The studies suggest that
consumers’ mall perceptions influence their evaluations of the products available at
the mall. (Chebat and Michon, 2003) Moreover, Fashion shopper will have positive
behavior to buy the garment in the department store, if there are good promotions and
the discount period from the stores take place.
Research Methodology
With a view to finding out the underlying principles of certain phenomenon,
research is required. In terms of the science of knowledge acquisition, epistemology is
about the science of knowing, whereas methodology is acknowledged to be the
science of finding out (Babbie, 2004). During the course of consumer behavior
towards fashion clothing research, data are gathered, recorded and analyzed in a
systematic and objective manner so as to apprehend and foresee how consumers feel,
think and behave (Arnould et al., 2004).
In general, there are two types of research methods, namely qualitative and
quantitative research. Each of them encompasses a variety of approaches, which are
determined on the kinds of data being collected. This chapter aims at discussing the
research setting, and the collection and measurement of the data.
Research Setting
Methodology
Different research methods should be adopted based on the nature of this
research. This dissertation aims at finding out consumer purchasing behavior on
clothing in which their beliefs, opinions and attitudes towards the 4 main factors are
investigated. As far as the description and explanation of factors are concerned,
quantitative research focuses on analyzing numerical data whereas qualitative
research deals with meanings, examining the attitudes, feelings and motivations of
people (Babbie, 2004; Dey, 1993). Hence, quantitative research is more suitable in
terms of analyze data based on representative samples from a large population in this
research. Moreover, quantitative analysis is stronger than qualitative analysis in that it
can persuade readers with large-scale, numeric data.
Questionnaires form are chosen as the data collection methods. Questionnaire
survey was employed as the tool to collect primary information of consumers buying
behavior towards clothing choice in factors.
The aim of survey was to obtain information about the influence by the above
mentioned factors at the purchase decision making on consumers towards fashion
clothing. The surveyed factors were: Physical, Identity, Lifestyle and Store
Environment. The measurement will be generate into 5 levels as follows; Very high =
5, High =4, Moderate=3, Low=2, Very low=1
Sampling
The 50 consumers, who shop in general stores, departmental stores, boutiques,
shopping malls, small retail etc, both male and female in the area of siamsquare and
paragon.
Siamsquare and Paragon are the main area of shopping center located in the
heart of Bangkok. Many people come to look for what they need about Fashion
especially clothes and accessories. According to the research are focused on consumer
who have a sense of buying fashion clothing, so Siamsquare is a best place to collect
the information.
A structured questionnaire which consists of 2 sections. The first one is asked
about personal information such as Gender, age, occupation and income and the
second one is asking consumer to rate level of buying behavior towards fashion
clothing in four main factors.
Questionnaires were distributed to many careers such as student, business
owner, office workers, freelance and etc. And the Age will be divide into 4 groups
between less than 15, between 15-25, between 25-35 and More than 35.
Hypotheses
Based on literature survey the following hypotheses have been derived:
H.1) Woman will consider body shape before buying a garment than men.
H.2) Women are easily affected by fashion trends and celebrities than men.
H.3) Both men and women will consider the price before buying the garment in the
same proportion.
H.4) Women will usually go to the department store when it is on sales period than
men.
Data Analysis and Hypothesis Testing
H.1 Woman will consider body shape before buying a garment than men.
The data presented in table below shows results extracted on the one way Anova to
find significant between the Independent variables and the dependent variable
ANOVA
Sum of
Squares
Q1.1
Q1.2
Q1.3
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
df
Mean Square
23.120
1
23.120
13.760
48
.287
36.880
49
13.520
1
13.520
22.000
48
.458
35.520
49
20.480
1
20.480
28.000
48
.583
48.480
49
F
Sig.
80.651
.000
29.498
.000
35.109
.000
After run One Way ANOVA. The results of gender, all of them are significant. It
denote that the difference gender are affect to the consumer buying behavior in
fashion clothing, which questioned gender-related differences for each of the four
factors components of buying behavior.
The first test, for buying fashion clothing spontaneously, was significant at the .000.
Women were more likely to buy fashion clothing by considering their body shape
spontaneously (10 people) compared to men (0 people).
The result of the second test, to determine whether a significant gender difference in
term of “Before buying a garment do you just if it will suit on you or not?.” It seem
that women more extremely buying a garment after just that it suit or not (8 people)
compare to men (0 people)
The result of the third test, to determine whether a significant gender difference
existed between men and women in term of consumer had bought clothes out of
impulse and later regretted. The score is Women (9 people) are more had experience
to bought clothes out of impulse and later regretted than men (0 people).
For more comparison information (See Table below.)
GENDER * Q1.1 Crosstabulation
Crosstabulation
Count
Q1.1
2
GENDE
R
3
4
5
Total
1
3
19
3
0
25
2
0
1
14
10
25
3
20
17
10
50
Total
GENDER * Q1.2 Crosstabulation
Count
Q1.2
2
GENDE
R
3
4
5
Total
1
4
14
7
0
25
2
0
4
13
8
25
4
18
20
8
50
Total
GENDER * Q1.3 Crosstabulation
Count
Q1.3
1
GENDE
R
Total
2
3
4
5
Total
1
1
6
13
5
0
25
2
0
0
5
11
9
25
1
6
18
16
9
50
* This overall result showed that for the Physical factors women were more likely to
affected than men. Likewise in our Hypothesis, Woman will consider body shape
before buying a garment than men.
H.2) Women are easily affected by fashion trends and celebrities than men.
ANOVA
Sum of
Squares
Q2.1
Q2.2
Q2.3
Q2.4
Q2.5
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
df
Mean Square
30.420
1
30.420
46.800
48
.975
77.220
49
3.380
1
3.380
43.040
48
.897
46.420
49
9.680
1
9.680
47.440
48
.988
57.120
49
18.000
1
18.000
30.000
48
.625
48.000
49
32.000
1
32.000
49.920
48
1.040
81.920
49
F
Sig.
31.200
.000
3.770
.058
9.794
.003
28.800
.000
30.769
.000
After run One Way ANOVA. The results of gender, all of them are significant.
It denotes that the difference gender are affect to the consumer buying behavior in
fashion clothing, which questioned gender-related differences for each of the four
factors components of buying behavior.
The first test, for buying fashion clothing spontaneously, was significant at the
.000. Women were more likely to buy fashion clothing by affected from celebrities
and models (9 people ) compared to men (1 people).
The result of the second test, to determine whether a significant gender difference in
term of “Fashion to you is: A way to express inner self.” It seem that women are
seem to think that fashion can express her inner self than men compare to 6 women
and 2 men in the level of very high(5).
The result of the third test, to determine consumer between men and women that how
much they care about using brands. The score is Women (6 people) are consider using
brand for clothing than men (12 people) in the level of high(4)
The result of the fourth test, to determine whether a significant gender difference in
term of “I easier to buy things when I am feeling good.” It seem that women are seem
to think that they will easier to buy clothes when they are feeling good than men
compare to 7 women and 0 men in the level of very high(5).
The result of fifth test, to determine consumer between men and women that how
much they follow the fashion trend from Magazines and TV shows. The score is
Women (7 people) are follow fashion trend from Magazines and TV shows than men
(0 people) in the level of very high(5).
For more comparison information (See Table below)
GENDER * Q2.1 Crosstabulation
Count
Q2.1
1
GENDE
R
2
3
4
5
Total
1
4
8
9
3
1
25
2
1
0
3
12
9
25
5
8
12
15
10
50
Total
GENDER * Q2.2 Crosstabulation
Crosstabulation
Count
Q2.2
1
GENDE
R
2
3
4
5
Total
1
0
5
12
6
2
25
2
1
1
8
9
6
25
1
6
20
15
8
50
Total
GENDER * Q2.3 Crosstabulation
Count
Q2.3
1
GENDE
R
Total
2
3
4
5
Total
1
2
9
7
6
1
25
2
1
1
7
12
4
25
3
10
14
18
5
50
GENDER * Q2.4 Crosstabulation
Count
Q2.4
1
GENDE
R
2
3
4
5
Total
1
1
8
11
5
0
25
2
0
0
7
11
7
25
1
8
18
16
7
50
Total
GENDER * Q2.5 Crosstabulation
Count
Q2.5
1
GENDE
R
2
3
4
5
Total
1
7
8
7
3
0
25
2
1
1
6
10
7
25
8
9
13
13
7
50
Total
* This overall result showed that for the Identity factors women more likely to looked
at their Identity will be support them to buying the garment than men. Likewise in
our Hypothesis, Women are easily affected by fashion trends and celebrities than
men.
H.3 Both men and women will consider the price before buying the garment in the
same proportion.
ANOVA
Sum of
Squares
Q3.1
Q3.2
Q3.3
Q3.4
Q3.5
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
df
Mean Square
8.000
1
8.000
28.000
48
.583
36.000
49
12.500
1
12.500
18.080
48
.377
30.580
49
10.580
1
10.580
18.240
48
.380
28.820
49
8.000
1
8.000
15.920
48
.332
23.920
49
.000
1
.000
11.280
48
.235
11.280
49
F
Sig.
13.714
.001
33.186
.000
27.842
.000
24.121
.000
.000
1.000
After run One Way ANOVA. The results of gender, from the test 1 to 4 are
significant. It denote that the difference gender are affect to the consumer buying
behavior in fashion clothing, which questioned gender-related differences for each of
the four factors components of buying behavior.
However, the fifth test is not significant in rate 1.000. As per the question that
“Did you attend any kind of fashion show recently?” It is shown that consumer will
not follow the fashion clothing trend from any kind of fashion show. The others
interesting factors to affect consumer to buy fashion clothing will be clear from others
factors like Magazines, celebrities and clothing brand instead.
The first test, for buying fashion clothing spontaneously, was significant at the
.001. Women will have rate of fashion sense than men between 6 women and 1 men
are rate themselves in very high level.
The result of the second test, to determine whether a significant gender
difference in term of “Do you buy accessories, shoes, and make up matching up to
your clothes?” It seem that women are seem to think that they will match up
accessories, shoes, and make up to suit the clothes that they are going to buy than men
compare to 10 women and 0 men in the level of very high(5).
The result of the third test, to determine consumer between men and women
that when they buy clothes how much they will consider the quality and durability
than sense of favor. The score is Women (11 people) are consider the quality and
durability than sense of favor before they buy clothes than men (0 people) in the level
of very high(5).
The result of the fourth test, to determine the consumer between men and
women that when they buy clothes, they always consider the prices in the same
proportion between to 14 women and 15 men in the level of high(4).
For more comparison information (See Table below.)
GENDER * Q3.1 Crosstabulation
Count
Q3.1
2
GENDE
R
3
4
5
Total
1
4
13
7
1
25
2
1
4
14
6
25
5
17
21
7
50
Total
GENDER * Q3.2 Crosstabulation
Count
Q3.2
2
GENDE
R
3
4
5
Total
1
0
18
7
0
25
2
1
1
13
10
25
1
19
20
10
50
Total
GENDER * Q3.3 Crosstabulation
Count
Q3.3
2
GENDE
R
Total
3
4
5
Total
1
2
9
14
0
25
2
0
1
13
11
25
2
10
27
11
50
GENDER * Q3.4 Crosstabulation
Count
Q3.4
2
GENDE
R
3
4
5
Total
1
1
8
15
1
25
2
0
0
14
11
25
1
8
29
12
50
Total
* This overall result showed that for the Lifestyle factors women more likely to have
the Lifestyle in regular that will be support them to buying the garment easily than
men. Likewise in our Hypothesis, both men and women will consider the price
before buying the garment in the same proportion.
H.4 Women will usually go to the department store when it is on sales period than
men.
ANOVA
Sum of
Squares
Q4.1
Q4.2
Q4.3
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
Between
Groups
Within
Groups
Total
df
Mean Square
1.280
1
1.280
22.400
48
.467
23.680
49
3.380
1
3.380
17.440
48
.363
20.820
49
.720
1
.720
19.600
48
.408
20.320
49
F
Sig.
2.743
.104
9.303
.004
1.763
.190
After run One Way ANOVA. The results of gender, from the test 2 only is significant
.004. It denote that only store environment that have a period of on sales available
will affect the consumer buying decision for fashion clothing.
However, the first and third test is not significant in rate .104 and .190.
As per the first test that “Do you usually go to shopping or buy clothes at the nearest
department store to your house?” It is shown that consumer behavior towards fashion
clothing will not affect from store environment factor. In the same way, the fifth test
“I like to go this store because the staffs are very knowledgeable about fashion and
they are warm welcome.” also indicate that the staffs from the clothing store will not
impact to buying behavior towards fashion clothing from consumers
Results and Recommendations
Based on the survey results and theoretical comparative literature review,
companies need to be aware of the implications of Physical, Identity and Lifestyle in
fashion consumer choice. There is a clear evidence to suggest that women and men
will consider the price before buying the garment in the same proportion. Moreover,
women will tend to follow the fashion trend from celebrities and magazines which is
affect to the buying behavior towards fashion clothing.
This provides opportunities and challenges for fashion business to focus on the
TV. and while celebrities express to the public. Commonly called "testimonials," or
"celebrity endorsements," this technique of persuasion says that consumers relate to
the person(s) appearing in the ad: if the celebrity/athlete/star uses the product, then it
must be good, so I will purchase/use it too. (McREL, 2010.)
Moreover, the internet shopping is gaining its popularity among consumers nowadays.
So, it will be a good chance for clothing company and organization to try and open
shopping online for clothing. And this topic should be a good choice for further
research.
Limitation of the research
During the course of research, several limitations were found to hinder the
overall accuracy of the findings. There are three limitations regarding the sampling
method, time and also language skills.
As far as sampling method is concerned, quantitative research can not provide
representative samples or any comments from the target population. Many Students
were used as the subjects for investigation and they tend to be more susceptible to the
views, ideas and products of other cultures than older people, having a propensity of
getting deviated results.
In terms of time, since Questionnaire were chosen to be the method of data
collection, the number of samples questions is limited and the target population will
not have much time to realize all questions and then answer with carefully.
Finally, the responses from the target population to questionnaire can be
subjected to researcher’s effects like language skills. For example, somebody cannot
understand English in some words and sentences. During the interviews, the
characteristics of the interviewers, for instances reading skills, gender and age, will
have an effect on the interviewees’ willingness to participate and their nature of
answers. In addition, interviewers’ questioning skill is also one of the determinants for
answer accuracy.
Recommendations for further research
Although the findings from this research are interesting and useful as one may
think, there are several limitations as mentioned in the previous section. It is
important to make improvement in the further research to provide more fruitful and
representative findings.
More factors should be questioned in the questionnaire. More samples should
be asked to collect as much data as the researcher can. This could provide much more
conclusive results. Besides, other kinds of research methods such as focus group and
even some qualitative research methods could be used like interview the target group
so as to provide findings from different perspectives.
Further research could also be done on comparisons between some other
countries’ consumers in which they are found to have significant impact on consumer
behavior.
References
Alvarez, B. A & Casielles, R. V. (2005). Consumer evaluations of sales promotion:
The effect on brand choice. European Journal of Marketing, 39 (1), 54-70.
Bruce M., Daly L. (2006), Buyer behavior for fast fashion. Journal of Fashion
Marketing and Management Vol. 10 No. 3, 2006 pp. 329-344.
Carpenter, J. M., Fairhurst, A. (2005), Consumer shopping value, satisfaction, and
loyalty for retail apparel brands. Journal of Fashion Marketing and Management, 9
(3), 256-269.
Dholakia, R. R. (1999), Going shopping: Key determinants of shopping behaviors and
motivations. International Journal of Retail & Distribution Management, 27 (4), 154165.
Corstjens, M. & Lal, R. (2000), Building store loyalty through store brands. Journal of
Marketing Research , 37 281-291.
Judith C. Forney, Eun Joo Park, Lynn Brandon (2005), Effects of evaluative criteria
on fashion brand extension. Journal of Fashion Marketing and Management Vol. 9
No. 2, 2005pp. 156-165
Lamb, J. and Kallal, M. (1992), “A conceptual framework for apparel design”,
Clothing and Textiles Research Journal, Vol. 10 No. 2, pp. 42-7.
O'Cass, A. (2002). An assessment of consumers product, purchase decision,
advertising and consumption involvement in fashion clothing. Journal of Economic
Psychology, 21 545-576.
Rocha V., Hawkins D. (2005), Age, gender and national factors in fashion
consumption. Journal of Fashion Marketing and Management Vol. 9 No. 4, 2005 pp.
380-390.
Stávková J., Stejskal L., Toufarová Z. (2008), Factors influencing consumer behavior.
276–284.
Zhang, Z., Li, Y., Gong, C. and Wu, H. (2002), “Casual wear product attributes: a
Chinese consumers’ perspective”, Journal of Fashion Marketing and Management,
Vol. 6 No. 1, pp. 53-62.
How Do Celebrities Influence People? Christina Shaffer, eHow Contributor.
Retrieved
from
http://www.ehow.com/about_6675427_do-celebrities-influencepeople_.html
Celebrities in Advertising. Retrieved from
http://www.frankwbaker.com/celebrityads.htm