Consumer Buying Behaviour In Textile Retailing

Consumer Buying Behaviour In Textile RetailingConsumer deportment is a complicated and diverse scene of action of study. Since marketing is based on identifying, anticipating and providing customer needs it is important to understand them. There atomic number 18 two predominant types of barter for consumer purchase, which consists of buying returns for personal use, and organisational buying, which involves buying for organisational purposes. Consumer buying behaviour is defined as the buying behaviour of final consumers, individuals and households who purchase goods and services for personal consumption (Kotler et. al., 2001, pg. 858).Purpose of choosing this topic For a marketer to satisfy customer needs efficiently and lucratively, understanding consumer behaviour is essential. Research into consumer behaviour allows the marketer to create target groups of people with common interests, values, beliefs and patterns of behaviour which give be discussed further in this propo sal. Once a market segment has been identified, marketers can research the target market more thoroughly and the marketing mix, merchandise, price, progression and place can be adjusted to ensure the product position is correct.2.0 ObjectiveThis dissertation will identify the main factors influencing consumer behaviour patterns, particularly in textile retailing. It will examine how buyer characteristics influence buyer behaviour and also how retailers react to such characteristics. In particular this proposal will appear at the cultural factors, demographic factors and psychological factors that influence consumer buying. Also, it will investigate on diametric types of buying behaviour that avails to find how and why consumers make their purchase decisions. It is vital to note that the purchase of a particular product does not always derive the same type of decision making behaviour (East, 1997 19). For example, an ladened businessman who enjoys collecting cars may not underg o complex buying behaviour as opposed to an average earning salesman who is buying a car for exaltation purposes.3.0 MethodIn order to achieve the objectives stated above, the research will utilise online survey and will consider the scope to whichOnline partnership members shargon their views on buyingThe sharing of pre-buying experience differs from the sharing of post-buying experienceComments made by third party and direct contact through an online community affect buying patternComments received on different company websites affect buying pattern.Also, the research will utilise online database Mintel and Emerald, and published material books, articles on newspaper, magazines, or journals. feasibilityThere is no purpose at this peg to employ any company in counterfeitation for preparing the dissertation. The author wants to ensure if he needs permission from the online community to approach individuals to take part in the survey. Participants will be at liberty to withdraw fr om the survey at any moment of time.5.0 To what extend the lively published material meets the proposalThe dissertation intends to explore the knowledge of types and elements of buying behaviour that influence consumer buying behaviour such as cultural factors, demographic factors and psychological factors. This will significantly assist the marketers to invade the competitive market and come out with fruitful wings.Complexbuying behaviourDissonance-reducingbuying behaviourHabitualbuying behaviourVariety-seekingbuying behaviourFigure AHigh Involvement Low InvolvementSignificant differencesbetween brandsFew differencesbetween brandsFigure A shows the relationship between different types of consumer buying behaviour with the level of consumer involvement and the degrees of differences between brands. The level of involvement in a purchasing a product is related to the importance of the purchase, the risks involved and the type of cognitive processing that is generated (East, 1997 19) . It helps the marketer to keep a better hold on the competing market.Culture affects consumer behaviour in a variety of ways. It relates to customs and beliefs that are learned from the society in which an individual grows up. Aspects of our socio-culture, such as sub-culture, social class and reference groups play different roles in influencing consumers. A common pattern of behaviour can be observed within groups. Cultural change occurs at a very vague pace and can be seen to marketers as threats or opportunities. Cultural elements that influence consumer behaviour can also be said to be environmental influences.A reference group is one that the individual tends to use as the anchor point for evaluating his/her own beliefs and attitudes (American Marketing Association, 2004).Sub-culture plays an important part to marketers because of their influence on brands and types of product and services demanded by their members (Chisnall, 1975, p.98). Mintel (2003) addresss that an emerg ing youth sub-culture, in which extreme sports is the focal point. He estimates that consumers spent 4.5 billion on extreme sports goods in 2003, an increase of 29% on 1998. (See appendix 1, figure 3)Demographic elements (ref Fig.7 appendix.3) can significantly affect consumer behaviour. As an individuals stage of life progresses, so will the needs and wants of a product. To help marketers make a clearer distinction between demographic groups for market segmentation classification bases have been developed.A Classification of Residential Neighbourhoods (ACORN) is a popular geo-demographic technique used as a segmentation base. ACORN maps geographically the concentrations of a particular type of individual and can be useful for helping marketers decide upon gunstock locations and targeting direct mailing (Beaumont, 1989).Lansing, J and Morgan, J (1955) have devised a popular and successful break down of the life cycle of families to success integraly target a market. Each stage inf luences consumer behaviour in a different way (see table1 appendix2). Mintel (2001) reports that the greatest time of expenditure for women in the AB social grade are during the bachelor stage where 56% of women spent more than 500 on clothes in a year. However, during the newly married couples, full nest 1 and full nest 2 periods the percentage of women that spends 500 a year on clothes decreases to 35%. This percentage increases at the empty nest stage to 46%. (See appendix 3, figure 6)Psychological factors are related to perceptions, motivations, attitudes and personality of a consumer so it crucial to know how life patterns influence purchasing decisions. Psychographics are usually based on demographic information as well as ratings of consumers activities, interests and opinions (Williams, K, 1981, pg.91).Lifestyles and patterns have strong influences on consumer behaviour. Figure 7 (see appendix. 3) illustrates the main factors that form a lifestyle.Perception and motivation r elates to an individuals interpretation of a product and company. Maslow recognises that people with intensive needs can be motivated to purchase the goods if identified right on (Lancaster, G, Massingham, L, and Ashford, R, 2002, pg. 80). With this, marketer can convey good brand awareness.The subject of personality is a very complicated area. There are many variables that reflect a comprehensive view of a personality. This makes it difficult for marketers to understand the link personality has with consumer behaviour (Williams, K, 1981, pg.133)6.0 TimescaleMilestoneTaskDue dateRemarks1stage 1 Area of interest identified24 March 10Completed2Stage 2 Specific topic selected24 March 10Completed3Stage 3 Topic refined to develop dissertation proposal6 April 10Completed4Stage 4 Proposal written and submitted22 April 10Completed5Stage 5 Collection of data and information30 June 106Stage 6 Analysis and interpretation of collected data10 July 107Stage 7 Writing up31 July 108Stage 8 Final d raft prepared submission of dissertation31 Aug 109Final Deadline of dissertation17 Sept 107.0 BibliographyAmerican Marketing Association (2004). Dictionary of marketing terms reference group uncommitted from http//www.marketingpower.com/live/mg_dictionary-view3860.php Accessed 2nd April 2010American Marketing Association (2004). Whats intense whats not Teens tastes in fashion change and change often? Teens also spend, and spend. Available from http//www.intellisearchnow.com/mp_pwrpub_view.scml?ppa=7iempYZhklooprVSlj%216%3C%22bfej%5B%21 Accessed 2nd April 2010Batista, E (2004). Wired News What your clothes narrate about you. Available from http//www.wired.com/news/wireless/0,1382,58006,00.html Accessed 2nd April 2010Beaumont, J. R. (1989). An overview of market analysis Who?, What?, Where? and Why? International Journal of Information Management Volume 9, Issue 1, Pages 51-62 Available from http//www.sciencedirect.com/science?_ob=ArticleURL_udi=B6VB4-45M2NCT-16_user=822084_coverD ate=03%2F31%2F1989_rdoc=1_fmt=high_orig=search_sort=d_docanchor=view=c_searchStrId=1303548251_rerunOrigin=google_acct=C000044499_version=1_urlVersion=0_userid=822084md5=6b2bce837f0436807b24710842e5914a Accessed 3rd April 2010Chisnall, P (1975). Marketing a behavioural analysis. 1st edition. McGraw-Hill Book Company (UK) Limited.East, R. (1997). Consumer Behaviour Advances and Applications in Marketing. Prentice Hall, London.Goldsmith, R (2002). some(a) Personality Traits of Frequent Clothing Buyers. Emerald, journal of consumer marketing, volume 6, number 3. Available from http//oberon.emeraldinsight.com/vl=3977275/cl=13/nw=1/fm=html/rpsv/cw/mcb/13612026/v6n3/s6/p303 Accessed 3rd April 2010Kotler et. al. (2001). Marketing. fifth Edition, Prentice Hall, Sydney.Lansing, J, and Morgan, J, (1955). Consumer Behaviour Consumer finances over the life-cycle. 1st Edition. Clark, L.H., New York University Press.Lancaster, G, Massingham, L, and Ashford, R (2002). Essentials of Marketing Unders tanding the Behaviour of Customers. 4th edition. McGraw-Hill Education.Mintel, (2001). Marketing to ABs UK June 2001. Available from http//reports.mintel.com/sinatra/mintel/searchexec/fulltext=family+life-cycletype=reportsreport_titleresults=1000proximity=anywherevariants=trueorder=2/report/repcode=S192anchor=accessS192/doc/712626029repcode=S1920 Accessed 2nd April 2010Mintel, (2003). Extreme Sports UK November 2003 Available from http//reports.mintel.com/sinatra/mintel/searchexec/fulltext=sub-culturetype=reportsreport_country=224report_titleresults=1000proximity=anywherevariants=trueorder=2/report/repcode=L439anchor=accessL439 Accessed 3rd April 2010Moran, C (2004). Fashion Crime hoodlums love their hooded tops The Times.Plummer, J (1974) The construct and Application of Life Style Segmentation The Journal of Marketing. Vol. 38, No. 1, pp. 33-37. American Marketing AssociationWilliams, T (2002). Social Class Influences on Purchase military rank Criteria. Emerald, Journal of Co nsumer Marketing, Volume 19, Number 3. Available from http//titania.emeraldinsight.com/vl=7203230/cl=70/nw=1/fm=html/rpsv/cw/mcb/07363761/v19n3/s5/p249 Accessed 3rd April 20108.0 Appendices8.1 Appendix 1Figure 3 Consumer spending on extreme sports goods, 1998-2003 (Source Sports Industry Research Centre/Sports Industries Federation/Mintel)mIndexm at 1998 prices*Index19983,4701003,47010019993,5601033,3319620004,1071183,2279320014,0481173,1589120024,3191243,088892003 (est)4,4761293,05488Figure 4 PDI, consumer expenditure and savings, 1998-2007 (Source National Statistics 2002/Mintel)It demonstrates that between 1998 and 2003 while levels of disposable income have increased by 21%, consumer spending has increased by 22%.PDI at 1998 pricesIndexConsumer expenditure at 1998 pricesIndexSavingsIndexbnbnbn1998592.74100557.3510035.391001999614.50104582.90 one hundred five32.80932000639.80108612.2511028.09792001676.08114638.5211540.021132002697.58118665.0511937.201052003 (est)715.02121681.0112 256.521602004 (fore)732.18124697.3612562.861782005 (proj)749.02126715.4912868.161932006 (proj)768.50130734.0913273.862092007 (proj)787.71133753.9113576.752178.1 Appendix 2Figure 5 Socio-economic classification as defined by the National Readership Survey (Chisnall, P, 1975, pg.114).Social gradeSocial statusHead of households occupationApproximate percentage of familiesAUpper plaza classHigher managerial, administrative or professional3BMiddle classIntermediate managerial, administrative or professional10C1 start out middle classSupervisory or clerical and junior managerial, administrative or professional24C2Skilled working classSkilled manual workers30DWorking classSemi and unskilled manual workers25EThose at the lowest levels of subsistenceState pensioners or widows (no other earner), daily or lowest-grade workers8Table 1 Life cycle stage (Lansing, J and Morgan, J, 1955)StageCategory1Bachelor stageyoung iodin people2Newly married couplesyoung, no children3The full nest 1young ma rried couple with dependent children4The full nest 2older married couples with dependent children5The empty nestolder married couples with no children living with them6The solitary survivorolder single people.