Marketing research papers consumer behaviour

Master in Market Research & Consumer Behavior

Subscribe to this fee journal for more curated articles on this topic. Cognitive Social Science eJournal. We use cookies to help provide and enhance our service and tailor content. By continuing, you agree to the use of cookies. To learn more, visit our Cookies page. This page was processed by aws-apollo1 in 0. Skip to main content. Copy URL. Register to save articles to your library Register. Paper statistics. Secondly, "effective" attitude denotes the feelings of the customer towards the current market offering.

Lastly, behavioral attitude refers to the act of involving the intentions of the These three components of consumer attitude are crucial because they always serve as motivational factors. The consumers tend to base their current judgment regarding whether to buy a particular fashion design. The decisions concerning how, where, and when to buy are also subject to these attitudes.

The digital evolution that has been seen in the fashion industry has ultimately changed the infrastructure of the field. Fashion icons were suspicious of the developing trend. However, they have now committed their resources to the digital applications by continuously re-inventing their brands and spreading many upscale narratives Pleeck, For instance, Vogue and W Magazine is accredited with the creation of the famous website known as Style.

This refers to a digital application modeled in a similar fashion to that of the virtual bible. Such acts serve as evidence that fashion brands are continually seeing online applications as the primary means of safeguarding their survival. They have realized that the Internet offers the only channel that can guarantee maximum emphasis on the newness, innovation, creativity, and entertainment of their industry.

Thus, brands are currently re-thinking their marketing activities aiming at securing maximum returns. Technological advancements in the form of bandwidth have enabled media content to be easily comprehensible and digestible. Subsequently, online channels have become vehicles that are inspiring and exciting the consumer base every day. They have realized that they can only move their brands to the next level by improving their interactions with the customers. Online channels are currently being combined with the use of brochures and physical stores to create strong customer relationships Moin, The overriding goal is to engage with all consumers regardless of the level of business involved.

Such activities may target brand awareness, advertising, customer service, revenue collection, budgeting, as well as social media management.

Online fashion shopping has developed tremendously owing to the high level of convenience that it offers. The Internet enables shoppers to engage in business shopping and transactions regardless of the time and geographic location.

The customers are given an opportunity to browse and search for their desired fashion models from the comfort of their homes, offices, or anywhere on earth at any given time of the day or night. As a result, this feature of the Internet attracts the attention of all time-starved fashion customers thereby saving them time and stress.

Drury states that the shoppers can communicate with the marketers and schedule visits to the physical stores if possible. They can also have their fashion commodities delivered to their homes or places of work if they cannot spare time to visit the stores. Besides, not everyone can access the physical stores because of geographic distances and traveling expenses. Fashion represents a dynamic field where change is the only guaranteed element of their business model. Fashion is a symbol of the sky, the households, streets, as well as the region. In this case, fashion can be a way of describing the environment that surrounds the user.

Fashion portrays the happenings that are defining the changing landscape of a particular area.

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It is worth understanding the concept that fashion can be customer tailored to suit his or her appeals or be directed towards the accepted traits of the public. The features of a given fashion garment must fit the personality of the users who will unavoidably communicate its uniqueness or lack of to friends and family. The decision-making process, as well as the tastes and preferences of the shoppers using social media platforms, are all dependent on the inputs provided by players beyond the control of the online fashion marketers.

For instance, one should consider the inputs provided by players such as blogs, peer reviews, social networks, referrals, as well as any other user-generated content. Here, it is referred to the fact that Web 2. All these platforms provide user experiences that are far beyond the control of the fashion marketers. Consumers have realized that the content provided by user experiences is often democratic and neutral and hence applicable to making purchasing decisions.

Reviews and other user-generated material contents such as books, music, journals, and magazines concerning the fashion industry have recently become core elements of social media.

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In Present Marketing Scenario, the Study of Consumer Behavior has This research paper mainly focuses on Automobile (Four wheeler). View Consumer Behaviour Research Papers on for free. An Empirical Evidence of the Market Orientation - Market Performance Relationship in.

Individuals involve the above elements in a high degree whenever they are discussing the user subjectivity and personal tastes in the face of fashion. These reviews tend to serve a sole purpose of reinforcing or destroying the consumer trust associated with the purchasing decision. Shoppers argue that it is easier to pay attention to ads that are shared by their social connections as opposed to designers and brand managers.

According to Solomon M. Trust denotes the act of a party having the willingness to accept and take the position adopted by another party as the truth and nothing less. The party trusting the peer group or individual believes that the information provided serves his or her interests. When it comes to online sources, we must remember that shoppers meet with the buyers and other users through the Internet. In the real sense, it is worth As such, he or she is forced to choose whether to take the side of the seller or the other users. Developing online trust in the fashion industry denotes the essential component for building and maintaining consumer relationships.

The introduction of the Internet to the contemporary corporate world has and still is bringing a massive shift towards the application of e-commerce in the fashion industry. The existence and profitability of e-commerce can never be ignored or denied. For instance, revenue in billions has been generated through electronic commerce in the past few years. Most retailers and other luxury brands had realized that most prospective buyers were no longer visiting their physical stores because of intimidation and, hence, the loss of trust in the process.

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Nonetheless, the development of online shopping has been vital to the journey of serving these individual clients by offering a substantial level of intimacy. The Internet has eliminated the department stores from the buying process and, thus, enabled the online fashion marketers to manage their brand image effectively.

Trust evolves from the existing Consumers trust the e-commerce websites with strong security controls because they portray a high level of technical competency. Web merchants can serve this purpose if the fashion providers offer better services during the first contact. That is because they will provide information showing that conducting business through the Internet is secure thus prompting them to commit their money and resources to the process.

Meanwhile, e-commerce websites must be designed in a way such that they provide information concerning the location of their physical stores, contact address, and cell number, and help buttons. The digital wave that is sweeping throughout the business world has not spared the fashion industry from undergoing monumental changes. Of paramount importance is the fact that it has shifted the orientation of fashion business from being brand-oriented to being customer-oriented.

Fashion designers and brand managers are increasingly paying more attention to what the people are currently wearing in different streets. As a result, this has and still is creating numerous job opportunities including those of the fashion bloggers. Fashion bloggers have made fashion accessible by offering honest and neutral fashion information. New fashion designers and brands have specifically become the trendsetters or even influencers despite working from the comfort of their homes or offices using computers. These people are earning a lot of money by sharing thorough opinions using pictures and Fashion icons are now working with the clients as opposed to working for the clients.

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From previous studies, according to Alharbie [ 35 ], social media innovation led to consumer preference for certain products as consumers have a tendency to learn from the influence of other individuals in their social networks which would incline them to prefer a particular brand to another. This show that majority of the respondents were aged 36 — 40 years. Journal of Finance Service Marketing 9, Just how far will women go to avoid products labeled "for women? Seiders, Kathleen, et al.

The reach of e-commerce websites is wide. That is because the e-commerce websites and blogs can be accessed using any computer or other Internet-enabled devices regardless of the time and location. The entire usage of e-commerce has its roots in the models of transmission technology that includes the digital broadcasts, Internet, as well as computer networking.

All channels of digital transmission technology are based on the ability to offer a continuous connection to the Internet. As such, these devices are creating a personal dependency on the fast updates from others fashion clients.

Emergent fashion trends are spreading swiftly owing to the interactivity amongst the users. The consumers are fostering a race to immediacy that ultimately leads to the creation of more fashion information. Online shoppers follow a three-step model starting with awareness, consideration, and eventually making the purchase in that chronological order. The factors that are considered in this process include the brand reputation, performance, as well as applicability. All these factors trigger a likely purchase whenever the user experience provided by the reviews and comments is for the underlying fashion product.

Social media outdoes the traditional model of selling because it always involves the customers from the initial phase of awareness Awareness denotes the phase where the marketer learns about the shortcomings of the current fashion product and embarks on creating a more valuable outfit.