The aim of the study was to understand consumer behavior with respect to traditional Indian apparels (ethnic apparel) and investigate the factors contributing towards purchase of ethnic apparel. This would bring an insight on the key factors affecting purchase decision of customers which may be used for marketing & selling of ethnic apparel. A clear understanding of factors influencing purchase intention of traditional Indian apparels will help the marketer to attract and maintain their target consumer group. The study throws light on various features that the manufacturers should concentrate on to attract the prospective buyers.
The purpose of this study is to examine the influence of perceived quality, social influence and consumer traits
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Similarly, Postrel (1999) argued that aesthetic expectations have increased among consumers and that investing in aesthetics can mean the difference between survival and bankruptcy. However, Bloch et al. (2003) suggested that consumers essentially varied in the degree to which visual product aesthetics are important. These differences are apprehended in the idea of centrality of visual product aesthetics (CVPA), defined as "the overall level of significance that visual aesthetics hold for a particular consumer in his/her relationships with products" (Bloch et al., 2003). They identified three underlying dimensions of CVPA. One facet is the “personal and social value” of visual product aesthetics. This dimension refers to perceived value associated with superior product designs that improves the quality of life both at personal and at societal levels. The individual’s affective reaction to a product design is identified as the “response” dimension of product aesthetics. The third dimension of visual product aesthetics is that of “acumen”. It reflects an individual’s ability for analyzing and assessing product designs. CVPA reflects an enduring concern with the aesthetic benefits provided by a product. Some consumers are expected to have more than average concerns for visual aesthetics independent of product category or setting. Visual aesthetics may be significant in their purchase decision and their inclination for brands and products mostly fulfill their aesthetic needs. Consumer traits, such as centrality of visual product aesthetics (CVPA) can explain the difference in sensitivity towards product design (Bunnak, 2009). In addition, Bloch et al. (2003) showed that CVPA moderated the impact of product design on attitude towards product and purchase
Aesthetic value is determined by a standard. Typically, this standard is called beauty. While beauty is conceptually simple, easily evoked in the mind’s eye, it becomes far more complex when used as a scale of aesthetic judgment. Treating one piece of art as more beautiful than another implies that beauty can be measured, and in order to do this measuring an objective standard must be used. There are two problems in understanding beauty to be an objective standard. In his essay, The Aesthetic Hypothesis Clive Bell illustrates that aesthetic value is a matter of taste:
These consumer behavior has evolved in order to request more interaction from the companies and brands in order to provide a full image about what motives the company to provide an excellent product or service. The comparison made by Kotler (2010) has emerge in a way to understand how the companies have to present themselves to the consumers.
We are all consumers, and we buy diverse products every day. But, do you know what the main factor is that influences us to choose a product? If someone selects a cloth, maybe he pays attention to its quality! Customers’ decisions can be changed depending on what the main factors they are looking at. Various influences can cause consumers to select different products.
Thanasuta, Patoomsuwan, Chaimahawong & Chiaravutthi (2009) also showed linkages between COO and the quality beliefs of the product. In his study it was showed that consumers clearly use COO to judge the product’s quality and performance, i.e. products originated from highly industrialized countries were viewed as more superior in terms of quality. It was also found out that COO also influences consumers’ willingness to pay.
The objective of this project is to obtain enough information to suggest that Indian textiles can be sold profitably in Canada. A complete analysis on both India and Canada will be established in the following pages. This information will determine whether selling authentic Indian textiles in Canada through retail stores is feasible. Our secondary objective is to learn more about the Indian and Canadian cultures, political and economic characteristics, legislative systems and infrastructure.
Consumers with brand loyalty are indifferent with too many choices in shopping as they tend to ignore other brands and chooses product from their preferred brand.
This report aims to provide a mix review of theories and personal case study. I will apply two consumer behaviour theories in relation to my own purchase decisions.
In an article called Cultural Factor Highly Influences On Consumers & Their Buying Behavior – In Indian Context, the basic characteristics of culture are described:
This research focuses on “the Effect of Product Variation to the Consumer’s buying Preference.” Specifically, it aims to the following specifics question. What are the effects of product variation to the consumer’s buying preference? How product variation does affect the consumer’s buying preference? What is the importance of product variation? This research aims to identify the effect of product variation to the consumers’ buying preference. Identify the differentiation of products...
Several factors affect consumers’ attitudes, actions and decisions. Public catch information from social networks, which is an important source of getting information and this, is also a very suitable source of information. People talk about their experiences with each other regarding a product or brand. This is how people get different kind of information about different brands and products. In marketing we call this thing electronic word of mouth. Word-of-mouth is evaluating or sharing experiences...
Quality is any aspect of the product, including the service included in the contract of sales, which influences the demand curve, R.Dorfman & P.O.Steiner (1954). For this research the researcher has used three elements that are, freshness of the product and variety & availability of the product, as these elements helps the hypermarket to server different kind of taste and preference to their
Clothing has always been an important part of society, with evidence from the earliest human civilizations. In history, climate, religion and political factors played a role in the fabrication, styling and even color of the garments that people wore. Today, the fashion industry is multi-faceted, and while climate and religion are still some factors in how we dress, there are many more influences in what we choose to wear. Time and time again, designers reference historical styles and push them into modern trends. Subcultures illustrate how a particular way of dressing can transform into a lifestyle. Ethnic fashion ties in with a specific culture’s values and beliefs. By looking at clothing in other societies around the world, as well as the many global subcultures, we can learn a lot about the depth and complexity of the members that make this world colorful and diverse.
According to global industry analyst, the world sports clothing industry is anticipated to exceed $126 billion by 2015, Because of more active lifestyle, with older demographics and woman becoming more energetic, this drives the market. The entire sports clothing industry is highly filled with so many brands like Nike, Adidas, Umbro and Reebook all over the world competing, even the high leading brands have to work twice has hard in other to keep their share in the market because most of this small firm have quality products and also a very fine marketing style which has increased competing style in the industry. All over the world people demand more versatile wear, which indicates that’s retailers continue to produce new style of sports clothing for both men and women.
Overall impact of brand on consumer behavior is moderate Brand name, brand loyalty, after purchase service, verification of the product; symbolic mean...
One of the characteristics that is lost fist through the process of westernization of a culture is traditional clothing. Clothing in India, with the exception of traditional vestments such as the Dhoti, Kurta, and Indian Sari, has never been about the aesthetically pleasing look of clothes. Up until the modern era Indians have had clothes recycled from older more worn clothes. This clothe recycling process is known as the “Indian shoddy industry (where clothing is completely destroyed in order to permit the reclamation of its constituent fibres)”(Norris). A now more modernized and westernized India has seen a growth in western name brand clothing such as Levi’s Strauss & Co. Jeans, and other brand name clothing that are favored by adolescents of western society, and have gained increasing popularity amongst Indian adolescents as well. Western clothing has become so popular in India that its own government now considers it a part of traditional Indian clothing. This is a clear example of India 's loss of culture as foreign brands are becoming more prevalent within the Indian mainstream. Not only has western clothing such as jeans and t-shirts been accepted into the Indian mainstream, but