Jan 25, 2019 lowering or initially setting a lower price than expected can have a different set of effects on a consumer. This is the existing problem that restricts the further. The variables that influence consumers on this process are several and also the consequent purchasing decisions that could be divided into. Pdf buyer behaviour for fast fashion hoa phuong lai. In other cases, the consumer could become suspicious of the low price and assume it means the product is of a. This paper seeks to address the complex nature of fast fashion buying through case studies with a supermarket, department store and own brand label. The fast fashion era introduction the fashion industry could be defined as billion dollar industry that employs millions of people worldwide. Chapter two identifies who the fast fashion consumer is and their behavior. The effect of price on consumer buying behavior bizfluent. The influence of cultural factors on consumer buying behaviour and an application in turkey b methodsand sample in this study as data collection method questionnaire was preffered to obtain objective data and to interpret the first order, that person is the source or nationality groups such as the irish, polish, italians. The fashion apparel industry has significantly evolved, particularly over the last 20 years. Sierra club, earth fast, greenpeace, and 1% of the plant also other international and national organizations are fighting against the fast fashion. Women vs men, gender differences in purchase decision making. Retail stores are exponents of status marketing, and can create.
Pdf on may 11, 2018, shipra gupta and others published evaluating fast fashion. Here are 10 buyer persona examples to help you create your. An exploratory study of the decision processes of fast versus slow fashion consumers, journal of fashion marketing and management, 17 2, 141159. Brand personality and positioning effects on consumer behaviour. In the fast food industry, the behaviour of consumers positive or negative towards the menu items of a specific fast food firm eventually affects the cost, profit and revenue of the firm. Read this article to learn about the meaning, factors influencing, advantages and disadvantages of consumer behaviour. On the other hand, the fast fashion stores multiplied by churning out new fashions at a dizzying pace, as often as twice a. Pdf fashion conscious consumers, fast fashion and the. Fast fashion and consumer behaviour find, read and. Appendix 5 interview with the buyers friend in case study 2 107 appendix 6 interview with the buyer in case study 3 108 appendix 7 secondary data in case study 3 109 appendix 8 interview with the buyers friend in case study 3 110 appendix 9 interview with the buyers girlfriend in case study 3 111 chapter 4 methodology. The value of fast fashion scholarlycommons university of. It is an old saying that customer is the king because he is the person on whose decision demand of any product or service is dependent.
Reveals the buying practices for fast fashion, namely, a combination of global and local suppliers, a leagile approach is typical. In one case, a priceconscious consumer is grateful for a price break and will possibly stock up on the item at the low price. The phenomenon of fast fashion raises questions about traditional approaches to sourcing. It has been established that the consumer buying behaviour is the outcome of the needs and wants of the consumer and they purchase to satisfy these needs and wants. Fashion promotion, in turn, could be more targeted and use concepts from both innovation and self.
Jul 04, 20 consumer buyer behaviour definition posted on july 4, 20 by john dudovskiy consumer buyer behaviour is considered to be an inseparable part of marketing and kotler and keller 2011 state that consumer buying behaviour is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and. Here are 10 buyer persona examples to help you create your own 5 minute read in a recent post, we looked at how you can create a buyer persona to help you get to know your audience, improve your marketing strategies, and create better content. This dissertation will explore and investigate the influence of fast fashion on consumer behavior and its theories and the study. Mar 05, 2015 factors impacting consumer buyer behaviour. Buying behaviour, fashion industry, sourcing, suppliers, dkatirapuresubjectareaasjc14001403, business and international management. Buyer behavior for fast fashion request pdf researchgate. An investigation of consumer behavior characteristics in fast fashion industry of uk. To understand how fast fashion came to be, we need to rewind a tiny bit. We saw above that quick reaction times are essential. Behaviour on the development of marketing strategies for luxury fashion products a study of the urban youth in select cities of india submitted by radhika narayanan is a bona fide research work for the award of the doctor of philosophy in business management at d. Women focus more on trustworthiness and assurance issues and the ability to share opinions and ideas.
Consumers buyer behaviour and the resulting purchase decision are strongly influenced by cultural, social, personal and psychological characteristics. Aug 03, 20 read this free business essay and other term papers, research papers and book reports. The synthesis of these approaches, it is argued, could lead to an increase in fashion branding, based on a greater segmentation of fashion markets. The chapter also goes into the commodity and supply chains, which are quite complicated. Purpose this paper seeks to address the complex nature of fast fashion buying through case studies with a supermarket, department store and own brand label. Consumer buyer behaviour definition research methodology. An understanding of the influence of these factors is essential for marketers in order to develop suitable marketing mixes to appeal to the target customer. Exploration of the perpetuating fast fashion consumption cycle. May decide that you want to eat something spicy, indian gets highest rank etc. The attitude of consumer or buyer decides how demand will. For the fulfillment of fast fashion, consumer demands the fashion designers are working under pressure to produce new design overnight. Traditionally, fashion houses would try to project the coming trends. Consumer behaviour, fast fashion, and sustainability. Men focus more on the value gained through the purchase.
Nov 26, 2019 consumer behavior can also be influenced by personal factors, likes, dislikes, priorities, morals, and values. Consumer behavior characteristics in fast fashion semantic. The impact of factors influencing the buying behaviour on the. Fashion adoption is not related to age, education or marital status, i. Price was found to have no impact on consumers cognition towards fast fashion buying behavior.
The phenomenon of fast fashion raises questions about traditional approaches to sourcing and buying, which are addressed here. Consumer behavior in marketing patterns, types, segmentation. Fast fashion a consequence of the changes in the power structure in the. Such phenomenon is visible in america and european fashion retail market through the last few months. Fast fashion, sustainability, and the ethical appeal f. Marketers, fashion researchers, and retailers continue to have an interest in the social values and influences of groups, especially organized groups whose degree of individual influence is high. Certificate this is to certify that the thesis titled the impact of factors influencing the buying behaviour on the development of marketing strategies for luxury fashion products a study of the urban youth in select cities of india submitted by radhika narayanan is a bona fide research work for the award of the doctor of philosophy in business.
No commodities can move from a production point to a consumption point without putting the marketing machinery at work. Consumer behavior characteristics in fast fashiontina. Consumer behaviour towards fashion emerald insight. Although it sounds simple and clear, these needs can be various depending on the personal factors such as age, psychology and personality. Buying behaviors of generation x women on fast fashion products. The theory of consumer behaviour in fast food marketing. Consumer behaviour characteristics in fast fashion, msc thesis, boras, sweden. Fast fashion has become a 21 st century retailing phenomenon, offering fashion retailers competitive advantage in an exceptionally saturated market. Evaluation of alternativesneed to establish criteria for evaluation, features the buyer wants or does not want. They are trying to create demand for ecofriendly and sustainable fashion. Consumer behavior characteristics in fast fashion diva.
There are some habits that turn into an addiction and those could be destructive and dangerous. This research addresses the fast fashion consumer behavior characteristics, and analyzes the how general consumer behavior theories apply to fast fashion. The lack of knowledge in fast fashion consumer behavior makes the potential new. The influence of cultural factors on consumer buying. Abstract globally, the term, marketing is not a new phenomenon. Request pdf buyer behavior for fast fashion purpose this paper seeks to address the complex nature of fast fashion buying through case studies with a supermarket, department store and own. The effect of social media on consumer buying decision.
Buyer behavior for fast fashion article in journal of fashion marketing and management 103. Pdf the analysis of fast fashion consumption behaviour. Consumer buying behavior is the investigation of people and the method they use to choose, secure, utilize, and discard items, administrations, encounters, or thoughts to fulfill needs and the effects that these procedures have on the consumer and society. Get your free comprehensive omnichannel report now. Fast fashion is a contemporary term used by fashion retailers for designs that flow from the catwalk quickly to capture current fashion trends. Today indian consumers have become more adaptable and demanding to fashion change, thus, it has become challenging for marketers to cater the buyers with constant changing preferences. Shaping consumer behaviour in the fashion industry by interactive. Fast fashion retailers responded to consumer demand by. In industries like fashion or food personal opinions are especially powerful.
Request pdf buyer behavior for fast fashion purpose this paper seeks to address the complex nature of fast fashion buying through case studies with a. Due to the arrival of the digital era, also online shops should be considered as possible influencers. Jul 01, 2006 this paper seeks to address the complex nature of fast fashion buying through case studies with a supermarket, department store and own brand label. Consumer behaviour is a decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and services. An investigation of consumer behavior characteristics in fast. Pdf consumer behaviour towards the fashion industry. According to van syke, comunale, and blelanger 2002, female customers in ecommerce are more rational and more sensitive to risks than male customers in ecommerce are.
People are expending a huge amount of money to buy new fashion clothes every weekend or every month. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. The readymade garment led to the fashion industry and eventually fast fashion. Modeling and analysis of the motivations of fast fashion.
Secondly, the fast fashion is a newly emerged market, so it needs time to form an appropriate theory environment around this topic. Get this entire report in a pdf version for further reading, research and action. They would have a gotomarket lead time of up to one year, without much room to make changes before that. Fashion is defines as a style of clothes or behaviour in the latest style. Advertisement can, of course, help but at the end of the day consumers choices are greatly influenced by their preferences. The psychology and behavior of consumers in the fashion industry. The changing dynamics of the fashion industry have forced retailers to desire low cost and flexibility. A central issue that we address is the impact of enhanced design and quick response on consumer purchasing behavior.
The impact of factors influencing the buying behaviour on. Fast fashion can be defined as cheap, trendy clothing, that samples ideas from the catwalk or celebrity culture and turns them into garments in high street stores at breakneck speed. Research into consumer behaviour is relevant to marketers because it enables. This leads to the supply and demand that keeps consumers preferences wanting more fast. This chapter would give readers with general idea such as the theories, classification, models and trends etc in the relation to the consumer buyer behaviour in the fast fashion industry. Unsurprisingly, fast fashion chains in europe have grown faster than the retail fashion industry as a whole cachon and swinney 2011. What customers want and what retailers are currently offering still isnt matched up, even though as a business owner you do your best to meet their needs whenever and. Consumer behaviour and factors influencing buyer behavior. Fast fashion clothing collections are based on the most recent fashion trends presented at fashion week in both the spring and autumn of every year. Patil university, navi mumbai, department of business management. Fast fashion replaces exclusivity, glamour, originality, and luxury with massclusivity and planned spontaneity toktali 2008.