1|Page

THE ROLE OF MARKETING AND SOCIAL FACTORS

IN
INFLUENCING THE CHOICE OF MALE CLOTHES

SAAD KHAN
Student I.D.

UWIC
University of Wales, Cardiff Institute
MBA DISSERTATION Supervisor: Prof. Dr. Olga Mourouti. 2
t!

of Ma" # 2$%$

2|Page

ABSTRACT
The aim of the study was to investigate about the marketing and social factors that affect the consumer buying behavior and how these factors can be used by the marketer or researcher for better profitability and better understanding of the consumer psychology, respectively.

In order to achieve that aim questionnaire were distributed among The sample for this research will be based on one hundred and fifty youngsters ranging from ages of 17- ! years and belonging to upper middle and upper class. "hopkeepers of different shop at different location, "upplier of the clothings and the demand forecasters and Trend setters and the fashion people. The research was consisted of many theories and analysis of those factors that actually affect the consumer buying decisions, it have been seen through out the research that males and females have totally different buying behavior.

It have been concluded through the research that in this world of marketing social factor have not loosen its importance. #nd females are still influenced more through social factors than any other factors, so the marketer can easily target their female customer through this factors, where as if it comes to male then the focus should be more on marketing factors.

3|Page

ACKNOWLEDGEMEN S

&irst of all I 'ant to t!an( A)MI*+T, A))A+ to give -e (no'ledge and 'isdo-. It too( -e four -ont!s to finis! t!is dissertation and during t!at ti-e I re.eived support fro- -an" people.

&irst of all/ I 'ould li(e to t!an( Prof. Dr. Olga Mourouti for !er .ontinuing support and supervision. +er devotion to -ar(eting a.ade-" is inspiring. +er .riti.al re-ar(s and suggestions 0roug!t out t!e 0est in -e. I also en1o"ed t!e dis.ussions t!at 'e !ad a0out -" resear.! topi.. I !ope t!at 'e .ould 'or( toget!er on different pro1e.ts and t!at "ou .ould give -e advi.e on various -atters.

I a- grateful for !aving -an" friends/ and for t!e interest t!e" s!o'ed in t!is dissertation2 parti.ularl" t!ose stud"ing 'it! -e. T!e" offered -e valua0le insig!ts for t!is parti.ular pro1e.t.

)ast 0ut not least/ I t!an( -" fat!er/ 0rot!ers and fian.3 '!o did not onl" give -e t!e opportunit" to stud" 0ut also supported it in -an" 'a"s. To '!o- I a- dedi.ate t!is dissertation.

TABLE OF CONTENTS

CON EN S

!AGE No"

4|Page

declaration title page Abstract Acknowledgements dedication

TABLE OF CONTENT
1.INTROD !TION 1.1 Introd"ction o# t$e topic. 1.2 Title o# t$e dissertation 1.3Researc$ backgro"nd 1.4 Aims and ob%ecti&e o# t$e st"d' 1.( Rationale #or t$e )t"d'. 1.* )tr"ct"re o# dissertation 2. +IT,RAT R, R,-I,. 2.1 Introd"ction 2.1.1 Aims o# t$e c$apter 2.2 De#inition o# cons"mer be$a&ior 2.2.1 /lack bo0 model 2.3 T$e Decision making process #or #as$ion 2.4 T'pes o# b"'ing be$a&ior 2.( 1actor in#l"encing cons"mer be$a&ior 2.* !"lt"ral 1actors 2.2 )ocial 1actor 2.2.1 )ocio3economic #actors 2.4 Personal 1actor 2.5 Ps'c$ological 1actor 2.16 7arketing #actor 2.11 !oncl"sion 3. R,),AR!8 7,T8OD+O9: 3.1 introd"ction 3.2 T$e researc$ process 3.3 Aims and Ob%ecti&es o# t$e researc$ 3.4 Researc$ Approac$ 3.( Researc$ Design 3.* Data !ollection 7et$ods )econdar' Data Primar' Data

1 1 $

7 7 % & 1' 1 1( 1& $ $( ' ! &

)' )' )$ )$ )! )& !' !'

(|Page

3.2 contrib"tion o# t$e st"d' 3.4 -alidit' and Reliabilit' 3.5 !oncl"sion. 4. 1INDIN9) AND DI)! ))ION 4.1 Introd"ction

!) !) !!

4.2 1indings anal'sis 4.3 respondent be$a&ior regarding male s$irt 4.4 #actors incl"ding c$oice o# male s$irt 4.( cons"mer demograp$ic pro#ile 4.* 1indings and literat"re re&iew 4.2 1inding s"mmar'
(. !ON!+ )ION) AND

!( !( (2 *2
45 62 62

R,!O77,NDATION)
(.1 introd"ction (.2 concl"sion abo"t researc$ ob%ecti&e. (.3 Recommendation (.4 Direction #or #"t"re researc$ (.( limitation
67

43
68 6 6

Re#erence +ist

Appendi0

LIST OF DIAGRAMS

*|Page

figure no.

TITLE OF THE FIGURE

Pg # * 2 16 11 14 1* 14 26 2* 24 36 3* 34 46 44 42 45 (1

1 researc$ design 2 black bo0 model 3 decision making process 4 decision making c'cle ( !ons"mer In&ol&ement In P"rc$ase * #actors in#l"encing cons"mer be$a&ior 2 impact o# #actors on cons"mer 4 c"lt"ral impact on p"rc$ase 5 7aslow $ierarc$' o# t$e #actors 16 socio3economic classi#ication sc$eme 11 indi&id"al impact on cons"mer b"'ing be$a&ior 12 stim"l"s3response model o# cons"mer b"'ing be$a&ior 13 e&oke set o# cons"mer b"'ing be$a&iors 14 t$e researc$ process 1( researc$ p$ilosop$' 1* researc$ design 12 data collection met$od 14 ;"alitati&e data researc$ c'cle

CHAPTER 1 INTRODUCTION

2|Page

1.1

INTRODUCTION

*ne of the ma+or parts of male clothes shopping is the purchasing of male shirts and tie for clothing and other purposes. There are many motives for other purchasing that seem to be influenced by the culture and customs of a society. The intention of this study attempts to bring light to the various social and marketing factors influencing the purchasing of male clothes, to make predictions about fashion clothes purchasing behavior in the future, and present keys to the sales promotion of these goods. The results of the analysis show, about the marketing social and other factors influencing the male fashion industry and retailers can easily make money by +ust considering the important factors in consumer buying behavior.

1.2 TITLE

,hat is the role of marketing and social factors in influencing the choice of male clothes-

1.2

RESEARCH BACKGROUND

.onsumer buying behavior is a /rocess by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. "ee also consumer decision making. ,hat influences consumers to purchase products or services.onsumer behavior involves the use and disposal of products as well as the study of how they are purchased.

/roduct use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. "ince many

4|Page

environmental problems result from product disposal 0e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills1 this is also an area of interest.

.onsumer behavior involves services and ideas as well as tangible products. The impact of consumer behavior on society is also of relevance. 2or e3ample, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy. 04ichael and 4inor, $'' 1 said that there can be a darker side of consumer buying behaviors like 5eceptive advertising, children6s ability to distinguish programs and ads, Improving children6s advertising, 7egligent consumer behavior, /roduct misuse 5rivers of compulsive consumption ,.orporate social responsibility, .onsumer reactions to product recalls, .orporate rumors. 8ut there are lot of factors that are affecting consumer buying behavior like social factors, personal factors and marketing factors. "o the purpose of the research is to see what factors are mostly influencing consumer buying behavior in both positive and negative ways. #nd how much social and marketing factors ply their role in altering the consumer buying behavior.

7owadays, recent technological developments in information and communication technology such as internet and computers have changed marketing practices. The statement 9:lobal 4arket; has become more popular in the business environment and markets have become more interconnected 08hiwani, /ande and <ikas, $'')1.

The result of these changes is more consumers e3posed to high marketing factors for the selling of products and due to this reason most of retailers are facing trouble in the selling of right product but with less marketed. It6s not +ust marketing factors s its well said by half the money I spend on advertising is wasted, and the problem is I don=t know which half, its well said by >enry 2ord? # market is never saturated with a good product, but it

5|Page

is very quickly saturated with a bad one. That shows social factors have the ma+or impact in consumer buying behaviors.

#s ,illiam "hakespeare said the purest treasure mortal times can afford is a spotless reputation, and when it comes to social factors that is indeed a task for the marketer and retailers. There are other factors also that can affect the consumer buying decision like different factors such as low distribution, higher prices, product characteristics, product quality, competition between the brands etc. so retailers should have the best knowledge for the product if they want to satisfy the social factors and want repeated purchases, "tuart ,ilde said The point to remember about selling things is that, as well as creating atmosphere and e3citement around your products, you=ve got to know what you=re selling.

1.3

AIMS AND OBJECTIVES

The main ob+ective of this dissertation is to find out the marketing and social factors that influence the male fashion industry. To provide an over view on the male fashion industry in @A. The other main purpose of the research is to investigate how retailer of male cloth

can improve chances of their products being selected. To provide the recommendations to the retailers of the male clothes.

1.4

RATIONALE FOR THE STUDY

16 | P a g e

The study is useful to understand the consumer behavior and the factors influencing the consumer behavior. "o, that the marketer should know that what things he should consider.

.onsumer behavior is the dynamic interaction of affect and cognition, behaviors and environmental events by which human beings conduct the e3change aspects of their lives.; 0*lson and /eter, 1&&)1

.ompanies are interested in consumer behavior because they can develop marketing strategies to influence consumers to purchase their products based on consumer analysis. The success of a company6s marketing strategy will depend on how buyers react to it. To find out what satisfied customers, marketers must e3amine the main influences on what, where, when and how customers buy goods and services. 05ibb, "imkin, /ride and 2errell, $''11.

8y understanding these factors better, marketers are better able to predict how consumers will respond to marketing strategies. @ltimately, this research helps companies compete more effectively in the marketplace and leads to more satisfied customers. The more you understand about your customers6 buying behavior the easier it is to strengthen your relationship with them and focus your marketing strategies and tactics to grow your business keeping in mind their behaviors and the factors influencing their decision. 2or this purpose this paper is very useful.

2or some customer buying behavior is directly related to some of the factors that always influencing them like ads or some favorite sportsman or media personnel. The general

11 | P a g e

statement that the mental faculties are class concepts, belonging to descriptive psychology, relieves us of the necessity of discussing them and their significance at the present stage of our inquiry, 0,undt, $''(1 whereas it have been also seen that in many cases a single buyer is influenced by many of the factors and they themselves not aware that how many times they are altering their decision and what actually make them to buy something.

1.5 Str !t r" #$ t%" D&''"rt(t&#)

In the chapters I first we develop a theoretical framework incorporating few important factors, and other previous research relevant to understand the factors affecting the consumer buying behavior in male clothing trends. In the .hapter two a substantial body of literature is presented about factors affecting buying behavior, analysis by different psychologist and researchers about the consumer buying patterns and different theories that e3plain consumer buying behaviors.

In the .hapter three, the methodology used in the research concerned with the factors affecting most is presented. # quantitative research is proposed with the elaboration of different class of people like the consumers the retailers and other trend setters. #nd distribution of questionnaire was the only mean for the primary data collection used.

12 | P a g e

2inally, .hapter four presents the findings of this dissertation, giving an e3planation of what the factors influencing the consumer buying behavior in male cloths. It also presents that how male and female buying behaviors6 are different and what are the relation e3isted in between them. Then chapter five will conclude the research with the recommendations and limitations of the research.

F&* r"+ 1 THE RESEARCH DESIGN

13 | P a g e

R"'"(r!% ,"'&*) -. A//") 021123 '# r!"+ 444.#lo$"set%$illes&ie"'o( )retrieved on 6th may 2010]

C%(5t"r 2 LITERATURE REVIE6

2.1 INTRODUCTION

14 | P a g e

There are many research pro+ects that have revealed the important role of the factors that affecting the consumer buyer behavior, but due to the validity time period and the changing perception of the customer, this study is significant in determining how the social and marketing factors affecting consumer buying behaviors. The chapter starts by defining consumer buying behaviors and discussing how factors influencing the buying decision of an individual. The chapter then moves to review how previous studies done in this regard and summariBing the key points made. .ustomer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Celationship marketing is an influential asset for customer behavior analysis as it has an eager interest in the rediscovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. # greater importance is also placed on consumer retention, customer relationship management, personaliBation, customiBation and one-to-one marketing. "ocial functions can be categoriBed into social choice and welfare functions. 0"andhusen, $'''1

2.1.2 AIM OF THE CHAPTER .onsumer behavior is the study of when, why, how, and where people do or do not buy products. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both separately and in groups. It studies characteristics of individual clients such as demographics and behavioral variables in an attempt to understand people=s wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

2ollowing are the same of the main ob+ective for literature review? To have a critical look at the e3isting research that is significant to the work about

make fashion industry

1( | P a g e

It is not summary it6s a work to highlight the factors and process of consumer

buying behavior it is also vital that we evaluate these work, as its shows the relationships between

different work, and show how it relates to our research we will use the literature to e3plain our research on male fashion industry and

factors affecting consumer buying behavior in that industry - after all, we are not writing a literature review +ust to bring in light that another researchers have done if before

2.2 DEFINITION OF CONSUMER BEHAVIOUR 08elch and 8lech ,1&& 1 define consumer behavior as =the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires= .onsumer buying behavior defines as a /rocess by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. "ee also consumer decision making. ,hat influences consumers to purchase products or services- The consumer buying process is comple3 process as many internal and e3ternal factors have an impact on the buying decisions of the consumer The consumer buying process is a comple3 matter as many internal and e3ternal factors have an impact on the buying decisions of the consumer. 0"andhusen, $'''1

#lthough it is not necessary to memoriBe this definition, it brings up some useful points? 8ehavior occurs either for the individual, or in the conte3t of a group 0e.g., friends6 influence what kinds of clothes a person wears1 or an organiBation 0people on the +ob make decisions as to which products the firm should use1. 04arshall, 2007)

1* | P a g e

2.2.1 THE BLACK BO7 MODEL FOR CONSUMER BEHAVIOUR F&* r"+ 2 BLACK BO7 MODEL
ENVIRONMENTAL FACTORS BUYER8S BLACK BO7 D"!&'&#) Pr#!"'' BUYER8S RESPONSE

B ."r M(r9"t&)* St&: /& E);&r#):")t(/ St&: /& C%(r(!t"r&'t&!' Dconomic Technological /olitical .ultural 5emographic 7atural #ttitudes 4otivation /erceptions /ersonality Eifestyle Anowledge

/roduct /rice /lace /romotion

/roblem recognition /roduct choice Information search 8rand choice #lternative evaluation 5ealer choice /urchase decision /urchase timing /ost-purchase behavior /urchase amount

F&* r" -.+ K""*() 01<<23 S# r!"+ 444. (ar'#o*les"'o( )retrieved on +,t% A&ril -.+./

The black bo3 model shows the interaction of stimuli, consumer characteristics, and decision process and consumer responses. It can be distinguished between interpersonal stimuli 0between people1 or intrapersonal stimuli 0within people1. The black bo3 model is related to the black bo3 theory of behaviorisms, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stimuli are planned and processed by the companies, whereas the environmental stimulus is given by social factors, based on the economical, political and cultural circumstances of a society. The buyers6 black bo3 contains the buyer characteristics and the decision process, which determines the buyers6 response. "andhusen 0$'''1

The black bo3 model considers the buyers response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recogniBed the problem. >owever, in reality many decisions are not made in awareness of a determined problem by the consumer.

12 | P a g e

In fashion it have been seen that marketing stimulus played a valuable role and that determine the buyers characteristic and result in buyers purchase. Therefore understanding of behavior and ma+or marketing and social factors is specially important in that industry

2.3 THE DECISION MAKING PROCESS FOR FASHION

/urchasing decisions include many factors usually most of the consumers are following five ma+or steps and most consumers are not even aware of. F&* r" 3+ THE DECISION MAKING PROCESS

F&* r" :(," -. r"'"(r!%"r S# r!"+ K#t/"r 021123

14 | P a g e

F&* r" 4+ THE DECISION MAKING CYCLE

S# r!" + K#t/"r 021133 ,illing or unwilling, known or unknown all of the consumer following these steps if not all five steps but three ma+or steps are always there that is need recognitions, searching the alternative and then Dven the simplest purchase include any or all of these steps 08rown, $''!1 so the purchases is further influenced by many of the things such as personality, psychology, and social issues. "o in a research it should be considered that the throughout process undergo by consumer, compare it with their demographics and the use of resulting information to market their products 0#rmstrong et al, $''!1 7eed recognition? The buying process starts with need recognition. #t this stage, the buyer recogniBes a problem or need or responds to a marketing stimulus #n 9aroused; customer then needs to decide how much information 0if any1 is required. If the need is strong and there is a product or service that meets the need close to hand, then a purchase decision is likely to be made there and then

15 | P a g e

In need recognition most important is information searching, a successful information search leaves a buyer with possible alternatives, the evoked set. # customer can obtain information from several sources? he have his personal contacts that guide him well these personal sources involve family , friends, neighbors colleges, mates etc then there comes the other most influential source that is .ommercial sources, these days media have most effective role in daily life all the time we encountered through advertisement either its through television or radio or print media then second place get by the salespeople it can be the person guiding you during purchaser somebody doing telemarketing or direct selling then retailers and dealers plays important role in information searching then the other thing that attract buyer is the packaging and point-of-sale displays due to which mostly the decision are been altered. 7ow after commercial sources there come public sources which include all the medias like newspapers, radio, television, consumer organiBationsF specialist magaBines now the last but not the least the D3periential sources that include handling, e3amining, using the product.

In fashion industry the main thing that influence are the posters and fashion magaBines plus the availability of the product and at times the sale offered on the products, so the information search of the fashion industry is more through social and marketing factors rather personal factors In successful information search the memory plays a vital role in information pointed there are two main type of memory that plays a significant role, as customer do remind the messages and they use the memory when they go in to purchase process Internal search, memory. D3ternal search if you need more information. 2riends and relatives 0word of mouth1.

4arketer dominated sourcesF comparison shoppingF public sources etc. in fashion industry its seen that fashion are +ust have to click, it can be followed and adopted on social recommendations mostly there fore, The usefulness and influence of these sources of information will vary by product and by customer. Cesearch suggests that customers6 value and respect personal sources more than commercial sources 0the influence of 9word

26 | P a g e

of mouth;1. The challenge for the marketing team is to identify which information sources are most influential in their target markets. 0Aotler, $'''1

2.4 TYPES OF BUYING BEHAVIOUR IN THE FASHION INDUSTRY 2ashion, a general term for the style and custom prevalent at a given time, in its most common usage refers to costume or clothing style. The more technical term, costume, has become so linked in the public eye with the term GfashionG that the more general term GcostumeG has in popular use mostly been relegated to special senses like fancy dress or masquerade wear, while the term GfashionG means clothing generally, and the study of it. This linguistic switch is due to the fashion plates which were produced during the Industrial Cevolution, showing the latest designs. 2or a broad cross-cultural look at clothing and its place in society, refer to the entries for clothing, costume and fabrics. The remainder of this article deals with clothing fashions in the ,estern world. 0@nderstanding 2ashion >istory, $'')1 /ossibly the most challenging concept in marketing deals with understanding why buyers do what they do 0or don6t do1. 8ut such knowledge is significant for marketers since having a strong understanding of buyer behavior will help shed light on what is important to the customer and also suggest the important influence on customer decision-making. @sing this information, marketers can create marketing programs that they believe will be of interest to customers. #s you might guess, factors affecting how customers make decisions are e3tremely comple3. 8uyer behavior is deeply rooted in psychology with dashes of sociology thrown in +ust to make things more interesting. "ince every person in the world is different, it is impossible to have simple rules that e3plain how buying decisions are made. .onsumer involvement Theory H .IT is one way to understand the psychology and behavior of your target audience. There are others. Involvement refers to how much time, thought, energy and other resources people devote

21 | P a g e

to the purchase process. The Dmotional I Cational scale is a measure of reason vs. impulse, desire vs. logic, passion vs. prudence. There are four general categories. 08rain, $'')1 F&* r" 5+ CONSUMER INVOLMENT IN PURCHASE

S# r!"+ K#t/"r 0211=3

.omple3 buying behavior is where the individual purchases a high value brand and seeks a lot of information before the purchase is made. .omple3 buying behavior is one among various famous buying behavior that consumer e3hibits. .omple3 buying behavior is seen when there is a high involvement and high difference. I know so far the wordings would sound comple3, but in fact it is very simple. Think of something that you use very often and that has many significant differences among other similar products available in the market. #n e3ample to someone of my age would be buying a car. Think of yourself buying a car, what would you do-- ,ould you walk straight into a dealer and say 9#h the red one looks nice, I=ll have it;. *f course not unless you are a billionaire and money is something you don=t really care about. ,hat you actually do is, you take your time and go through a rigorous set of studies. In fact, people go through a comple3 set of process simply because people perceive things differently. *ne person might think the first thing to look for would be fuel efficiency and

22 | P a g e

other would say price. "omeone else would say it=s the speed, or may be looks 0i.e. how good the car look1. #lthough unconsciously, we go through a very comple3 set of decision making process which is very hard for even the marketing e3perts to fathom. This is e3actly what a comple3 buying behavior is. The process is actually termed as 9comple3 buying behavior; because buyers do e3tensive study about the products, and it is really hard for a marketing e3pert to understand which buyer would do what. 4anish 0$''&1 >abitual buying behavior is where the individual buys a product out of habit e.g. a daily newspaper, sugar or salt. /urchasers will tend to engage in limited search and evaluation behavior where the purchase has little involvement for the buyer. 2or some repeat purchases the buyer simplifies the decisionmaking even further by making the purchase on the basis of what heIshe has done before. This is likely to occur where there is considerable brand loyalty based on high customer satisfaction with previous purchases of the brand, for e3ample. Inertia may also play an important role where there is little perceived difference between available offerings and there is no other incentive, such as a considerably lower price or dissatisfaction with a previous purchase of the brand or product, to change behavior. Journal of 4arketing 01&&'1 <ariety seeking buying behavior? is where the individual likes to shop around and e3periment with different products. "o an individual may shop around for different breakfast cereals because heIshe wants variety in the mornings. There are some products .andy 8ars which are purchased with little or no advance planning is a form of lowinvolvement decision making. In case of .andy 8ars, the consumer will show varietyseeking buying behavior becauseF in this product, there are significant perceived brand differences and that=s why in such cases, consumers often do a lot of brand switching without much evaluation. Jim and Aerry 01&&'1 and James 0$'''1 5issonance reducing buying behavior is when buyer is highly involved with the

purchase of the product, because the purchase is e3pensive or infrequent. 5issonance-

23 | P a g e

reducing buying behavior occurs when the consumer is highly involved but sees little difference between brands. This is likely to be the case with the purchase of a lawn mower or a diamond ring. #fter making a purchase under such circumstances, a consumer is likely to e3perience the dissonance that comes from noticing that other brands would have been +ust as good, if not slightly. Dncyclopedia 8ritannica 0$'1'1 To manage the post-purchase stage, it is the +ob of the marketing team to persuade the potential customer that the product will satisfy his or her needs. Then after having made a purchase, the customer should be encouraged that he or she has made the right decision.

2.5 FACTOR INFLUENCING CONSUMER BEHAVIOUR The behavior of buyers is the product of two broad categories of influenceF these are endogenous factors 0i.e. those internal to the individual1 and e3ogenous factors 0i.e. those e3ternal to the individual1. F&* r" =+ THE CONCEPT OF EVOKED SET

F&* r" -.+ H#4(r, 01<=33

,ith time, various models of categoriBation and different definitions of the evoked set concept were developed. >oward 01&771 made the distinction between awareness and

24 | P a g e

unawarenessF 7arayana and 4arkin 01&7!1 proposed a more realistic model of consumer choice whereby, in addition to the evoked set, the individual was given an a priori choice of re+ecting unacceptable brands 0inapt set1 and placing other brands in a neutral category 0inert set1. "tudies of the influence of evoked set on the purchase of such products as toothpaste, +eans, deodorant, beer, and automobiles, as well as its application to high- and lowinvolvement purchases and selection of retail stores, have resulted in a fairly sophisticated analysis of trivia. 8risou3 and Earoche 01&%'1, for e3ample, have e3panded the consumer categoriBation process by adding classifications, such as foggy set, processed set, and hold set. The implications of the evoked set for marketing strategy have been realiBed and converted into norms. In a paper presented to the 8isou3, .heron, and 2ernet 01&%(1 listed specific actions managers can take to ensure that brands in other mental sets are transferred to the evoked one. The implicit assumption is that a brand in the evoked set automatically elicits a routine response that practically eliminates consideration of other brands during the selection process. .onsumer behavior is e3aggerated by many unmanageable factors. .ulture is one factor that influences behavior. "imply culture is defined as our attitudes and beliefs. 8ut how are these attitudes and beliefs developed- #s an individual growing up, a child is influenced by their parents, brothers, sister and other family member who may teach them what is wrong or right. They learn about their religion and culture, which helps them develop these opinions, attitudes and beliefs 0#I*1. These factors will influence their purchase behavior however other factors like groups of friends, or people they look up to may influence their choices of purchasing a particular product or service. Ceference groups are particular groups of people some people may look up towards to that have an impact on consumer behavior. "o they can be simply a band like the "pice :irls or your immediate family members. *pinion leaders are those people that you look up to because your respect their views and +udgments6 and these views may influence

2( | P a g e

consumer decisions. "o it maybe a friend who works with the IT trade who may influence your decision on what computer to buy. The economical environment also has an impact on consumer behaviorF do consumers have a secure +ob and a regular income to spend on goods- 4arketing and advertising obviously influence consumers in trying to evoke them to purchase a particular product or service. /eople6s social status will also impact their behavior. ,hat is their role within society#re they #ctors- 5octors- *ffice worker- #nd mothers and fathers also- .learly being parents affects your buying habits depending on the age of the children, the type of +ob may mean you need to purchase formal clothes, the income which is earned has an impact. The lifestyle of someone who earns K$!'''' would clearly be different from someone who earns K$!'''. #lso characters have an influence on buying decision. ,hether the person is e3trovert 0outgoing and spends on entertainment1 or introvert 0keeps to themselves and purchases via online or mail order1 again has an impact on the types of purchases made. "o the consumer is influence by many factors. F&* r" >+ THE IMPACT OF FACTORS ON CONSUMERS

S# r!" + Kellaris 0+1223

2* | P a g e

"o, .onsumer purchases are influenced strongly by or there are four factors. 1. .ultural 2actor $. "ocial 2actor . /ersonal 2actor ). /sychological 2actor. !. 4arketing factor

2.= C /t r(/ F(!t#r' .ulture is part of the external influences that impact the consumer. That is, culture represents influences that are imposed on the consumer by other individuals. The definition of culture offered in one te3tbook is 9That comple3 whole which includes knowledge, belief, art, morals, custom, and any other capabilities and habits acquired by man person as a member of society.; 2rom this definition, we make the following observations. .ulture, as a 9comple3 whole, is a system of &)t"r,"5"),")t components. K)#4/",*" (), -"/&"$' are important parts. In the @."., we know and believe that a person who is skilled and works hard will get ahead. In other countries, it may be believed that differences in outcome result more from luck. 9.hunking, the name for .hina in .hinese literally means 9The 4iddle Aingdom.;. *ther issues are relevant. #rt, for e3ample, may be reflected in the rather (r-&tr(r. 5r(!t&!" of wearing ties in some countries and wearing turbans in others. "o more market of formal cloths are found in the countries having formal culture. Eike ties sold more in these countries.

22 | P a g e

F&* r" 2+ CULTURAL HORI?ON AFFECTING CONSUMER BUYING BEHAVIOR

'# r!"+ K#t/"r 021133

.ultural factor divided into three sub factors 0i1 .ulture 0ii1 "ub .ulture 0iii1 "ocial .lass

.ulture is the set of basic values perceptions, wants, and behaviors learned by a member of society from family and other important institutions. .ulture is the most basic cause of a person6s wants and behavior. Dvery group or society has a culture, and cultural influences on buying behavior may vary greatly from country to country. Then the culture follows "ub .ulture.

"ub culture is a group of people with shared value systems based on common life e3periences and situations. Dach culture contains smaller sub cultures a group of people with shared value system based on common life e3periences and situations. Eike wearing shalwar kameeB is the sub cultural value of indo /akistan. "ub culture includes nationalities, religions, racial group and geographic regions. 4any sub culture make up important market segments and marketers often design products. like 4uslims wear hi+ab, that6s part of their sub culture so the marketer design product for their use even in the countries where 4uslims are in minority.

24 | P a g e

Then after sub culture the span of the influence get more narrow on an indusial and it comes S#!&(/ C/(''. "ocial class is almost every society has some form of social structure, social classes are society6s relatively permanent and ordered divisions whose members share similar values, interests and behavior. like talking about fashion industry there is a class of people who keep on following fashion of >ollywood, so if we see somebody doing same kind of fashion, if they are not a >ollywood star then must belong to that class.

.ulture has several important characteristics? 011 .ulture is comprehensive. This means that all parts must fit together in some logical fashion. 2or e3ample, bowing and a strong desire to avoid the loss of face are unified in their manifestation of the importance of respect. 0$1 .ulture is learned rather than being something we are born with. ,e will consider the mechanics of learning later in the course. 0 1 .ulture is manifested within boundaries of acceptable behavior. 2or e3ample, in #merican society, one cannot show up to class naked, but wearing anything from a suit and tie to shorts and a T-shirt would usually be acceptable. 2ailure to behave within the prescribed norms may lead to sanctions, ranging from being hauled off by the police for indecent e3posure to being laughed at by others for wearing a suit at the beach. 0)1 .onscious awareness of cultural standards is limited. *ne #merican spy was intercepted by the :ermans during ,orld ,ar II simply because of the way he held his knife and fork while eating. 0!1 .ultures fall somewhere on a continuum between static and dynamic depending on how quickly they accept change. 2or e3ample, #merican culture has changed a great deal since the 1&!'s, while the culture of "audi #rabia has changed much less @". marshal.

,hen observing a culture, one must be careful not to over-generaliBe about traits that one sees. Cesearch in social psychology has suggested a strong tendency for people to perceive an 9out group as more homogenous than an 9in group, even when they knew what members had been assigned to each group purely by chance. ,hen there is often a

25 | P a g e

9grain of truth to some of the perceived differences, the temptation to over-generaliBe is often strong. 7ote that there are often significant individual differences within cultures.

2.=.1 H#$'t","@' D&:")'&#)' #$ ! /t r"+

:ert >ofstede, a 5utch researcher, was able to interview a large number of I84 e3ecutives in various countries, and found that cultural differences tended to center around four key dimensions?

Individualism vs. collectivism? To what e3tent do people believe in individual

responsibility and reward rather than having these measures aimed at the larger group.ontrary to the stereotype, Japan actually ranks in the middle of this dimension, while Indonesia and ,est #frica rank toward the collectivistic side. The @."., 8ritain, and the 7etherlands rate toward individualism.

/ower distance? To what e3tent is there a strong separation of individuals based

on rank- /ower distance tends to be particularly high in #rab countries and some Eatin #merican ones, while it is more modest in 7orthern Durope and the @.".

4asculinity vs. femininity involves a somewhat more nebulous concept.

94asculine; values involve competition and 9conquering nature by means such as large construction pro+ects, while 9femininevalues involve harmony and environmental protection. Japan is one of the more masculine countries, while the 7etherlands rank relatively low. The @.". is close to the middle, slightly toward the masculine side. 0The fact that these values are thought of as 9masculineor 9femininedoes not mean that they are consistently held by members of each respective genderLthere are very large 9within-group differences. There is, however, often a large correlation of these cultural values with the status of women.1

@ncertainty avoidance involves the e3tent to which a 9structuredsituation with

clear rules is preferred to a more ambiguous oneF in general, countries with lower uncertainty avoidance tend to be more tolerant of risk. Japan ranks very high. 2ew

36 | P a g e

countries are very low in any absolute sense, but relatively speaking, 8ritain and >ong Aong are lower, and the @.". is in the lower range of the distribution. #lthough >ofstede6s original work did not address this, a fifth dimension of long term vs. short term orientation has been proposed. In the @."., managers like to see quick results, while Japanese managers are known for take a long term view, often accepting long periods before profitability is obtained. "o these all factors are very important to understand the consumer buying behaviors that directly affect the decision process. :eert. 0$'' 1

.ulture is a problematic issue for many marketers since it is inherently nebulous and often difficult to understand. *ne may violate the cultural norms of another country without being informed of this, and people from different cultures may feel uncomfortable in each other6s presence without knowing e3actly why 0for e3ample, two speakers may unconsciously continue to attempt to ad+ust to reach an incompatible preferred interpersonal distance1.

2.> S#!&(/ F(!t#r'

A consumer6s behavior also is influenced by social factors, such as the :roups, 2amily and Coles and status :roups are defining as two or more people who interact to accomplish individual or mutual goals. # person6s behaviors are influenced by many small groups. :roups that have a direct power and to which a person belongs are called membership groups. "ome are primary groups includes family, friends, contacts, neighbors6 and coworkers. "ome are secondary groups, which are more formal, acquaintances and have less regular interaction. This includes organiBations like religious groups, professional association and trade unions.

31 | P a g e

Then the scope narrowed down to family. 2amily members can strongly influence buyer behavior. The family is the most important consumer buying organiBation society and it has been researched broadly. 4arketers are interested in the roles, and affect of the husband, wife and children on the purchase of different products and services. Then it comes to Coles and "tatus. Cole or status is defines as # person belongs to many groups, family, clubs, and organiBations. The person6s position in each group can be defined in terms of both role and status. 2or e3ample. 4 M 9N; plays the role of father, in his family he plays the role of husband, in his company, he plays the role of manager, etc. # Cole consists of the activities people are e3pected to perform according to the persons around them. 7ow talking about the social influence on the person6s buying behavior and his special choice in shopping. 4a+or thing in social factors is #ttitude that defines that one=s evaluative orientation toward a person, thing, idea, etc. in attitude its also seen that the persuasion is the important factor in buying behavior. *ften studied as changing people=s attitudes on the other hand :oal is usually to change their behavior but its commonly seen that in the buying behavior of the consumer #ttitude-behavior link too often is strong, during shopping its also seen that .ommunication focuses on non-coercive verbal influence as well. Talking about the most popular theory of the social influence the social +udgment theory it correctly says the factors that influence the buying behavior, the theory conclude as ? attitude change 0persuasion1 is mediated by +udgmental processes and effects . /ut differently, persuasion occurs at the end of the process where a person understands a message then compares the position it advocates to the person=s position on that issue. "o the person position on an issue is highly dependent on the person=s most preferred position 0hisIher anchor point1, the person=s +udgment of the various alternatives 0spread across their latitudes of acceptance, re+ection, and non commitment1, and the person=s level of ego-involvement with the issue. 4anstead and parker 01&&'1

32 | P a g e

5ressing is one of the basic needs of human and clothing is the most important thing represents the personality, profession and the choice of the person as well. "o the social +udgmental theory is highly related to the purchase decision of the person. 7ow talking about the other ma+or theory of the social influence due to which we have seen the diagrammatic shift in the buying behavior of the consumer is Theory of Ceasoned #ction. This theory proposes that human behavior is influenced by two factors? the attitudes towards the behavior and the influence of social environment and general sub+ective norms on the behavior. "ocial norms are determined by e3amples that significant others set for us and by the attitudes they convey to us. #+Ben 01&&11 #ccording to TC#, we develop attitudes toward behavior and understand social norms through learning. "ocial learning assumptions are? 8ehavior dynamically influences the environment and personal constructs. Eikewise, the environment and personal characteristics affect each other and the person=s behavior. 2or a person to perform a particular behavior sIhe needs to know what the behavior is and know that heIshe has the skills to do the behavior. Individuals learn what to e3pect through their own e3perience and through their social groups. Individuals act in their self interest to get likely outcomes they value. Individuals learn through imitating the behavior of others around them. Individuals learn through reinforcements and rewards they receive from their behavior. #ronson, ,ilson and #kert 0$'' 1 7ow considering the other most important model for the social influence that can also alter the purchase decision of any consumer is Dlaboration Eikelihood 4odel . The model says that the strength and durability of attitude change depends upon the e3tent to which people think about 0elaborate on1 the contents of persuasive communication. This is an approach to understanding the persuasion process which illustrates the decision-making path to belief, attitude, and behavior change. /etty and .acioppoF 1&%( 4aslow hierarchy also plays a vital role in understanding the factors influencing the buying behavior it have been seen that buyer is on the top and there are many factors that influencing his behavior

33 | P a g e

F&* r"+ < HIERARCHIES OF THE FACTORS AFFECTING CONSUMER

PURCHASE

S# r!"+ Piegors ! "n# B"i$er %&''&(.

2.>.1 SOCIOAECONOMIC FACTORS "tatistical socio-economic characteristics or variables of a population, such as age, se3, education level, income level, marital status, occupation, religion, birth rate, death rate, average siBe of a family, average age at marriage these are all the factors that can affect and alter the consumer buying behavior. Then it have been seen that males are more brand conscious and they can more relate the early child hood e3periences of life than female and it6s been seen that males are more conscious these days about the clothing and accessoriBing themselves. 4ost important part in clothing and selection is the life events and the relation of these events, it have been seen that the males are more conscious about their profession and the dressing they do accordingly.

34 | P a g e

*verall its seem that there are five ma+or social factors are in process during the purchase process of the clothing that are demographics, early childhood e3periences, life events, social support, and families. It have been seen that the demographics play a vital role in the buying behaviors of male as they are more sensitive to the issue like their age and the image they carry their income group their social circle and all that0 international +ournal of intellectual relationsF volume $!1 4ost important factor in the male clothing selection is the social supporting contrast to female males are more conscious about the people review on their cloths and personality and thus the friend and college comments and advices can easily alter their purchase decision. In male clothing the other most important factor is their family it have been seen that the single man can willing to spend more on clothing and accessoriBing himself and more in the personality maintain then a married man, but its not the only important factor there also have been seen that few of the man are always want to keep themselves maintained and spend more on themselves. 4any marketers spend most of their time worrying about factors they control, such as product and pricing decisions. 8ut an area of marketing often receiving less attention but whose influence can be significant is the e3ternal environment in which a product and company operates. These environments tend not to be controllable by the marketer. @sually from the marketing point of view few of the most important factor they consider for the male clothing product marketing is The 5esire for .ontrol - a lot of what people do, buy, put energy into is about getting more control for different areas of their lives. *ne of the things that we can do as bloggers is provides people with content that helps them find this control. I6m not talking about manipulating them into thinking they have it H but some of the posts we can write can actually help a person make good decisions, be empowered to live better lives and live to their potential. his is largely about self esteem and the desire of people to feel noticed and important. ,e have all seen it at its worst 0egotistical and arrogant behavior1 but it6s also something that isn6t all bad 0I think people should have a healthy self esteem and have some level of

3( | P a g e

confidence in their own abilities1. *ther most important factor is Eook at the popularity of the big techIgadget blogs and gossip celebrity blogs H people who want to know within minutes of an announcement about the new phone or who was seen kissing who. *ther important factors areF Cevaluing, 2amily <alues, The 5esire to 8elong, 2un is its own Ceward, /overty of Time, The 5esire to :et the 8est, "elf #chievement, "e3, Eove and Comance, The 7urturing Cesponse, Ceinventing *neself, 4ake 4e "marter, /ower, 5ominance and Influence and ,ish 2ulfillment

"o many of the factors and theories are been highlighted above. That show that how a clothing decision of male can be altered or can be influenced. 4ostly it6s the society and the marketing factors that change and alter the decision of the person. #nd in male clothing and styling trends it have been seen that these factors influence to the greater e3tent.

In fact, the official si3 social classes in the @A are widely used to profile and predict different customer behavior. In the @A6s socioeconomic classification scheme, social class is not +ust determined by income. It is measured as a combination of occupation, income, education, wealth and other variables?

3* | P a g e

F&* r" 11+ SOCIOECONOMIC CLASSIFICATION SCHEME

O!! 5(t&#)(/ H# '"%#/, H"(, #$ 5"r!")t(*" P#5 /(t&#) #$ UK

C/('' )(:" #

S#!&(/ St(t ' @pper middle 4iddle

>igher managerial, administrative or professional Intermediate managerial, administrative or professional 1) "uperiors or clerical, +unior managerial, administrative or professional "killed manual workers "emi-skilled and un-skilled manual workers "tate pensioners or widows, casual or lower-grade workers

.1 .$ 5

Eower middle "killed working ,orking Those at lowest level of subsistence

$7 $! 1&

1$

S# r!"+ )i$*s!urs+ "n# M" ,"- %.///(

5emographic usually play a ma+or role in the buying process as the social religion and economic conditions have the greater influence on a person6s thought process 7ow there are many factors that can influence the buyers decision and it have been found that the selection of cloths in any gender and age highly depend on their mood at that time and the consciousness of them for their selves or any event for which ma+orly they are shopping.

32 | P a g e

# decade ago, trade shows were a critically important factor in any company6s sales efforts. It was a chance to meet prospects face-to-face and to demonstrate your product6s capabilities. 7ow ,eb sites replace trade shows but neither holds much sway over buyers. The good news is that there is still purchasing activity in the market, but the factors that influence those purchases are changing with the times, #usilio 0$''&1 #s we have seen that there are many theories for motivation by considering bit of theories of motivation that affecting the purchase decision of the consumer as we believe that the there have been seen that there is a shift of consumer buying behavior since the time when the clothing pattern starts we have seen fashion and fads coming and going. "o few of the 8asic theories of motivation are reviewed including? 2reud=s belief in motivation by the id, unconscious forces, and se3ual stagesF Jung and #dler=s belief that people are motivated most by striving for future goalsF >orney=s theory that people are motivated by needs arising from an3ietyF 4c5ougall=s belief that humans are motivated by instinctsF "kinner=s behaviorist theories that motivation comes from the environmentF >ull=s behaviorist theory that humans are motivated by drivesF and 4aslow=s theory that people are motivated as needs are fulfilled. Theories on the following aspects of motivation are discussed briefly? locus of control, attribution theory, intrinsic motivation, need for achievementF motivation and the personalityF motivation according to ageF the teacher=s role in motivationF encouraging the studentF stimulating the studentF the student=s self-conceptF and the parents= role in motivation.

34 | P a g e

2.2 P"r'#)(/ F(!t#r'

F&* r"+ 11.

INDIVISUAL IMPACT ON CONSUMER BUYING BEHAVIOR

S# r!"+ 444.:B(.!#:.( C r"tr&";", #) 1=t% :(r!%D 2111E

It includes i1 #ge and life cycle stage 0ii1 *ccupation 0iii1 Dconomic situation 0iv1 Eife "tyle 0v1 /ersonality and self concept.

35 | P a g e

#ge and Eife cycle "tage that state that /eople changes the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. 8uying is also shaped by the stage of the family life cycle. 2irst stage define by the scholars are *ccupation. *ccupation defines as # person6s occupation affects the goods and services bought. 8lue collar workers tend to buy more rugged work clothes, whereas white-collar workers buy more business suits. # .o. can even specialiBe in making products needed by a given occupational group. Thus, computer software companies will design different products for brand managers, accountants, engineers, lawyers, and doctors. The second stage affect after occupation is Dconomic situation. Dconomic situation is a person6s economic situation will affect product choice then it came that what type of Eife "tyle a person is living in. Eife "tyle is a person6s /attern of living, understanding these forces involves measuring consumer6s ma+or #I* dimensions. i.e. activities 0,ork, hobbies, shopping, support etc1 interest 02ood, fashion, family recreation1 and opinions 0about themselves, 8usiness, /roducts1 then last and most narrow to it dimension is the /ersonality and "elf concept, that defines as Dach person6s distinct personality influence his or her buying behavior. /ersonality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one6s own environment.

There has also been a research conducted to e3amine high school adolescents= clothing shopping frequency, spending, purchase motivation, information sources, and store range criteria and to find out the similarity and difference between male and female as well as impulse and non-impulse shoppers.

Impulse buying alters the normal decision making modules in consumers= mental space and rapture all consumer actions philosophies. .onsumer mental accounting is a process by which a customer codes, categories and evaluate the financial outcome of a choice. Impulse upsets all the logical sequence of the consumers= actions and then is replaced with an irrational moment of self gratification and hence altering the age old time-tested theories. Impulse items appeal to the emotional side of consumers.

46 | P a g e

There is also a type of buyer called compulsive buyers. .ompulsive buyers are individuals who e3perience and routinely act on powerful, uncontrollable urges to purchase. The relationships that e3isted between compulsive buying behavior and perceived social status associated with buying, materialism, self-esteem, and apparelproduct involvement for adults between the ages of 1% and $) were investigated.

This age range was selected because it is the average onset age of compulsive buying behavior. # convenience sample of '! undergraduates completed a questionnaire that contained measures of compulsive buying, perceived social status associated with buying, materialism, self-esteem, and apparel-product involvement. 4ultiple linear regression analysis was used to analyBe the data. The full regression model and the regression coefficients for all four of the predictor variables were statistically significant. The compulsive buying behavior of participants was negatively related to self-esteem and positively related to perceived social status associated with buying, materialism, and apparel-product involvement. Ourchisin and Johnson 0$'' 1

"imilarities were found between male and female participants. They spent similar amounts of money on clothing and had similar degrees of conformity, se3ual attraction, and recognition motivations. 2or both genders, friends were the most important clothing information source, and price was the most important criterion for store selection. "ignificant differences were also found between genders. 2emale participants shopped significantly more often than males and had higher recreation clothing purchase motivation. .ertain information sources, such as friends and magaBinesIbooks, had more influence over clothing purchase decisions made by females compared to males. .ertain criteria such as product varietyIavailability and store display carried more weight for females than males when making a store selection. ,hen impulse and non impulse shoppers were compared, significant differences were found in all the clothing behaviors e3amined in the study 0i.e., clothing shopping frequency, e3penditure, purchase

41 | P a g e

motivations, information sources, and store selection criteria1. Dducational and marketing implications are recommended. J> .hen 0$''$1.

2.< P'.!%#/#*&!(/ F(!t#r' It includes these 2actors. i1 4otivation 0ii1 /erception 0iii1 Eearning 0iv1 8eliefs and attitudes

4otivation is the 4otive 0drive1 a need that is sufficiently pressing to direct the person to seek satisfaction of the need, then it comes /erception, perception is basically The process by which people select, *rganiBe, and interpret information to form a meaningful picture of the world.

,e also believe that the shift in consumer patterns are due to the influence as well as people want consistency in their life, /eople are sensitive to contradictions and inconsistencies. 5issonance 0discomfort, guilt, doubt1 fosters attitude change.

7ow talking about consistency, people do believe that their behavior is consistent many of the people believe that their consistency in clothing is necessary. "o we have seen that a group of people always dress in certain ways and one can observe that their shopping cart do usually have certain brand and one set pattern they never bother much of fashion and fads.

5issonance fosters the desire for consistencyF 5issonance can be reduced by changing one6s perception of the relevant behavior. 5issonance can be reduced by changing perception of one6s self.

42 | P a g e

Eearning is the one most important way that says .hanges in an individual6s behaviors arising from e3perience. Then it comes 8eliefs and attitudes that conclude as 8elief is a descriptive thought that a person holds about something #ttitude, a /erson6s consistently favorable or unfavorable evaluations, feelings, and tendencies towards an ob+ect or idea It has been seen in buying behaviors the 8elief and #ttitude .hange 4ay Take *ne of Two Coutes. The .entral Coute to persuasion is when the receiver has high-involvement information processing-- whether the person ponders the content and logic of message. In central route The receiver attends more carefully to the message being received and compares it to his or her own attitudinal position. Eikely generates a number of cognitive responses to the communication. .entral .ues refer to ideas and supporting data that bear directly upon the quality of the arguments developed in the message. .entral route leads to more enduring attitude change.

*ther route is The /eripheral Coute to persuasion is when the receiver has lowinvolvement information processing-- persuasion depends on non message factors. in which, .ognitive responses are much less likely to occur, because the receiver is not carefully considering the pros and cons of the issue. /eripheral persuasion cues include such factors as the attractiveness and e3pertise of the source, the mere number of the arguments presented, and the positive or negative stimuli that form the conte3t within which the message was presented 0e.g., pleasant music1. There have been a study conducted investigated the relationships between perception of mood, self consciousness, and the selection of clothing among male and female students. The statistical analysis of surveys of l)l females and ll males revealed that 0a1 females were more sensitive to different mood states than males and that this affected their choice of clothingF 0b1 as compared to males, females= private self-consciousness and perceived moods, especially negative moods, affected their selection of clothing to a greater e3tentF

43 | P a g e

0c1 private self-consciousness played a more important role than public selfconsciousness on the effects of perceived moods on the selection of clothing for femalesF and 0d1 that females= clothing selection was more influenced by perceived mood among those scoring high than among those scoring low on private self-consciousness. 56#usilio 0$''!1

2.11 MARKETING FACTORS

4arketing factor defines as any e3ternal agent that affects the demand for or the price of a good or service

.onsumer behavior is affected by many uncontrollable factors. Just think, what influences you before you buy a product or service- Oour friends, your upbringing, your culture, the media, a role model or influences from certain groupsThe primary factors for influencing buyer behavior are? /rice, "election, Puality, /erceived <alue, and #ssociated .ustomer "ervice, these all factors are in hands of marketers F&* r"+ 12 STIMULUS0RESPONSES MODEL OF CONSUMER BU1ING BEHA2IOR

44 | P a g e

S# r!"+ C('%:() 021113

,hile talking about the ma+or 2actors Influencing /urchase 5ecisions in a recently survey cited 9price; as a ma+or factor influencing their purchasing decisions in $''%. ,ith economic uncertainty and the effects of the weak @.". dollar on monetary markets, savvy managers have to consider price at the top of the list of considerations. "econd in importance was the reputation of the company. This was somewhat surprising to this surveying organiBation. >owever, I would add that to me company reputation falls into the Qservice arena6 and it makes perfect sense to me. 8ut then again brand and the production process also mater to the cloths choosing it have been seen that the people usually says that I don6t know about you, but for me the brand is +ust as important as the price. The other most important factor is the recommendation from the college and the fellow. 8eings that are giving advices for certain brand or certain type of the clothing. The other most important factor during the purchase is the event and the purpose of the purchase that ma+or alter the consumer behaviors. *ther importance is given to the prior to sale relation, in which we have seen that people usually go to the stores where they have been usually purchasing things from it can be either trust on the company of the relationship made during the purchase and negotiation

4( | P a g e

process that make then come to the same shop or brand, one of the most important factor seen for the purchase of certain product of the trust in the brand name, people do believe that the certain brand gave high quality products and whatever they buy will be of same brand, 8lackwell and Aollat 01&7 1 In male clothing branding is the main thing as most of the males are highly loyal with their brands whereas talking about the females6 sales promotion and discounts can easily attract them and for them pricing is the main issue rather the brand name itself. To get your customers to have an emotional attachment to your brand is one of the keys to keeping them loyal and them not being influenced by competitors6 offerings of lower prices or other incentives. "ince a customer=s information is likely to be imperfect heIshe will be ignorant of the e3istence of a number of productsIbrands that are actually available on the market. This happens for a variety of reasons. The customer may only engage in limited information gathering, some productsIbrands may not be strongly promoted or some may be heavily promoted in distribution channels that a particular customer does not frequent. Thus, the customer is seldom in a position to choose productsIbrands from the total set. Cather, the customer is only aware of a subset of the total set. "ome of these will fail to meet the customer=s initial screening criteria. "ome will lie outside the customer=s price range 0they may be either too e3pensive or too cheap1, some will have too high or too low a specification, others might not have the basic level of technical service support in the country. Therefore, the set of productsIbrands of which the customer is aware is then reduced to a further subset of productsIbrands to which the customer gives serious consideration. >owever, as the prospective customer gathers more information the set of alternatives is further reduced until heIshe arrives at an evoked set. This is the set of alternative products or brands from which a customer=s actual choice is made. "o the total impact of the purchase was made by the marketer so the responsibility of the market

4* | P a g e

The important implication of the evoked set theory for marketing managers is that they must know when their products are failing to get into the evoked set and should determine what criteria potential customers are using as a basis for including and e3cluding productsIbrands from their evoked sets. It is equally important, although not always easy, to establish what information sources customers are using and the roles and relative importance of alternative sources F&* r" 13+ THE EVOKE SET OF CONSUMER BUYING BEHAVIOR

source by ? /etrof and 5aghfous 01&&(1

2.11 CONCLUSION

42 | P a g e

It has been concluded after literature review that there are number of factors influencing the consumer buying behavior they are internal factors and e3ternal influences. 2or some customer buying behavior is directly related to some of the factors that always influencing them like culture or family whereas it have been also seen that in many cases a single buyer is influenced by many of the factors and they themselves not aware of the choices they made and the factors affecting that choices like sometime its price then other time some friends recommendation or ne3t time some brand loyalty e3ist. "o its concluded that there are (,7diferent type of factors that are influencing consumer buying behavior.

CHAPTER 3 RESEARCH METHODLOGY

3.1.

I)tr#, !t&#)

"omewhere, something incredible is waiting to be known.; 5r. .arl "agan. /revious chapters presented the literature review and background on consumer buying behavior as well as factors affecting the consumer buying decision. The aim of this chapter is to discuss and +ustify the methodology used in this research. In this chapter we will present the contents of the research design and approach used through the study. This chapter starts by unfolding the research process and the aims and ob+ectives of the research. It moves to rationaliBe the research design and the data collection methods. It concludes with a +ustification of sampling related issues and some restrictions of this research.

44 | P a g e

3.2.

T%" r"'"(r!% 5r#!"''

#s is shows in the figure 11, a highly structured research process was followed. 2irstly, the research topic was identified according to my interest in this particular sub+ect 0"aunders, $'' 1 "econdly, the stage of do the search an e3haustive revision of the theoretical framework within the Eiterature review was made. This step helped the study by generating and refining the research ob+ectives. It also helped the study by developing a good understanding and insight into relevant previous research and the findings that have emerged 0"aunders, $'' 1. #nother step was the research approach and design of the research at this stage we collect the information e3tensively for our research. This step is concerned with the way in which we collected the data to answer the research ob+ectives. This step also influenced the data collection method. The data were collected according to the chosen method. 2inally, the data were analyBed, interpreted and presented in this dissertation, this step is called as evaluate and reflect. Then the cycle continue for further researchers the research would be helpful that why limitations have been dicussed later.

F&* r" 14+ T%" R"'"(r!% Pr#!"''

45 | P a g e

S# r!"+ ***"o%iodo(ini'an"edu )retrieved on -nd (ay -.+./

3.3.

A&:' (), O-B"!t&;"' #$ t%" r"'"(r!%

#s indicated in the introduction chapter, the main ob+ective of this research is to identify the impact of marketing and social factors on consumer buying behavior. The main ob+ective for the research is? To provide an over view on the male fashion industry in @A. The other main purpose of the research is to investigate how retailer of male cloth

can improve chances of their products being selected.

(6 | P a g e

To provide the recommendations to the retailers of the male clothes.

3.4.

R"'"(r!% A55r#(!%

The research philosophy depends on the way a researcher thinks about the development of knowledge 0"aunders, $'' 1 and there are different views about the way in which knowledge is developed and +udged as being acceptable. #ll three have an important role in the process of research management. #ccording to 2rank .rossan 0$'')1 there are various reasons why the study of philosophy may be crucial in the research methodology? 2irstly, it can help the researcher to specify the research methods to be used in a study. "econdly, the selection of a research philosophy will have an impact on the type of evidence gathered and its origin, the way in which such evidence is interpreted, and how it helps to answer the research questions posed. 2inally, it will enable the researcher to evaluate different methods and avoid inappropriate use and unnecessary work by identifying the limitations of particular approaches.

Three main different research philosophies can be identified in the literature? /ositivism, /henomenology and Cealism 0"anders, $'' 1.

P#'&t&;&': /ositivism adopts a clear quantitative approach to investigating phenomena. The researcher in this approach assumes the role of an ob+ective analyst with an emphasis on a highly structured methodology to facilitate replication and on quantifiable observations that lend themselves to statistical analysis 0/roctor, $'' 1. The general elements of

(1 | P a g e

positivist philosophy have a number of implications for social research based on this approach. #ccording to Dasterby-"mith et al 01&&71 these implications are? 4ethodological? all research should be quantitative, and that only research which is quantitative can be the basis for valid generaliBations and laws. <alue-freedom? the choice of what to study, and how to study it, should be determined by ob+ective criteria rather than by human beliefs and interests. .ausality? the aim should be to identify causal e3planations and fundamental laws that e3plain human behavior. *perationaliBation? concepts need to be operationaliBed in a way that enables facts to be measured quantitatively. Independence? the role of the researcher is independent of the sub+ect under e3amination. Ceductionism? problems are better understood if they are reduced to the simplest possible elements.

P%")#:")#/#*. The strongest argument the phenomenologist could mount is the necessity to e3plore the sub+ective meanings motivating people6s actions in order to be able to understand these 0"anders, $'' 1. /henomenology also knows as post-positivist or Interpretive, adopts a clear position to describe and e3plore phenomena from a qualitative perspective of research. The researcher assumes that it is necessary to e3plore the sub+ective meanings motivating people6s actions in order to be able to make sense and understand their motives, actions and intentions. 0"anders, $'' 1.

(2 | P a g e

/henomenologist approaches assume that reality is multiple, sub+ective, and mentally constructed by individuals. The use of fle3ible and multiple methods is desirable as a way of studying a small sample in depth over time that can establish warranted assertibility as opposed to absolute truth 0.rossan, $'')1. The researcher interacts with those being researched, and findings are the outcome of this interactive process with a focus on meaning and understanding the situation or phenomenon under e3amination.

R"(/&': Cealism as applied to the study of human sub+ects recogniBes the importance of understanding people6s socially constructed interpretations and meanings within the conte3t of seeking to understand broader social forces or processes that influence the nature of people6s views 0"anders, $'' 1. In management it can be seen as indicating that there are large social forces that affect people behaviors. Cealism is based on the belief that a reality e3ists that is independent of human thoughts and beliefs. #fter all, the ultimate goal of all research is not ob+ectivity, but truth. >elene 5eutsch.

F&* r" 15+ THE RESEARCH PHILOSOPHY r"'"(r!% 5%&/#'#5%. 5%")#:")#/#*. sub+ective meaning motives, intention quantitative approach focus group interviews

5#'&t&;&'&: ob+ective analysis phenomena generaliBation on law quantitative approach Gr(5% :(," -. r"'"(r!%"r

r"(/&'&: social forces reality independent qualitative approach observation and interpretation

(3 | P a g e

"o the aim of this research is to identify marketing and social factors that affect consumer buying behavior in men cloths. .onsidering that these factors have a sub+ective meaning related to motives and intentions 0"anders, $'' 1 this particular research adopted the /henomenology approach.

3.5.

R"'"(r!% D"'&*)

#ccording to Rikmund 0$'''1, a research design is a master plan that specifies the methods and procedures for collecting and analysing the needed information. The methodology literature suggests that there e3ist three research designs? e3ploratory, descriptive and e3planatory. Dach one has a individual purpose 0"anders, $'' 1. #ccording to 4alhotra 0$'')1, research design is a framework or blueprint for conducting the marketing research pro+ect. It details the procedures necessary for obtaining the required information.

EF5/#r(t#r. #lso, /roctor 0$'' 1 argues that e3ploratory research is useful in finding out what is happening, to seek new insights and to ask questions to asses6 phenomena in a new light. It is useful if you wish to clarify your understanding of a problem. #nother common reason for conducting e3ploratory research is to test concepts before they are put in the marketplace. #ccording to "anders 0$'' 1, e3ploratory studies can be quite informal, those on secondary research such as reviewing available literature andIor data, or qualitative approaches such as informal discussions with consumers, and more formal approaches

(4 | P a g e

through in-depth interviews, focus groups, pro+ective methods, case studies or pilot studies. #ccording to #mphora 0$'')1, the ob+ective of e3ploratory research is to search through a situation to provide insights and understandings. This e3planation is applied when the topic to be investigated is fairly unrehearsed. The main characteristics of e3ploratory research is it is 2le3ible and <ersatile at the same time it6s usually the front end of total research design and data analysis will be Pualitative data D3ploratory studies can be quite informal. They can range from studies using secondary research such as reviewing available literature andIor data, to studies undertaken qualitative approaches such as informal discussions with consumers, and more formal approaches through in-depth interviews, focus groups, case studies or pilot studies 04alhotra, $'')1. D3ploratory research is used in instances where the sub+ect of the study cannot be measured in a quantitative manner or where the process of measurement cannot realistically represent particular qualities 04alhotra, $'')1.

D"'!r&5t&;"

4alhotra 0$'')1 says that descriptive research is conducted to achieve different goals such as describe the characteristics of relevant groups, estimate the percentage of units in a specific population, determine the perceptions of product characteristics, determine the degree to which marketing variables are associated and finally to make specific predictions. @sing descriptive technique, important to see that it6s marked by prior formulation of specific hypotheses.

(( | P a g e

#nd have /replanned and structured design to carryout the whole research and then data analysis Puantitative data. This research is also known as statistical research and also provides data about the population or universe being studied. It describes the Gwho, what, when, where and howG of a situation, not what caused it. Therefore, descriptive research is used when the ob+ective is to provide a systematic description that is as accurate as possible. It provides the number of times something occurs, or frequency, lends itself to statistical calculations such as determining the average number of occurrences or central tendencies. 0"ource? www.marketresearchworld.com1. The ma+or limitation of this research is that it cannot help determine what causes a specific behavior, motivation or occurrence. In other words, it can not establish a causal research relationship between variables 0/roctor, $'' 1

C( '(/ .ausal research is used to obtain evidence of cause and effect 0causal1 relationships. #ccording to 4alhotra 0$'')1, causal research is appropriate for the following purposes? To understand which variables are the causes 0Independent variables1 and which variables are the effects 05ependent variables1 of a phenomenon as well as to determine the nature of the relationship between the causal variables and the effect to be predicted. "o using casual important is .ontrol of other mediating variables and its min characteristic is Puantitative data. F&* r" 1=+ R"'"(r!% D"'&*)'
E7PLORATORY DESCRIPTIVE CAUSAL

(* | P a g e
5escribemarket 5iscover ideas and O-B"!t&;" insights. 2le3ible. <ersatile. *ften the front end of total research design. C%(r(!t"r&'t&!' Pualitative data D3pert surveys. "econdary data. M"t%#,' Pualitative research. characteristicsor functions. 4arked by prior 5etermine cause and effect relationships.

formulation of specific hypotheses. /replanned structured design. Puantitative data. "econdary "urveys /anels. data D3periments. and .ontrol of other mediating variables. Puantitative data.

S# r!"+ M(/%#tr(D 2114 5. >=

The ob+ect of this research is to e3plore the effect of one variable on another. It permits the marketing manager to do assumptions about the future and test them up in the market. To sum up, casual research is a way of seeing how actions now will affect a business in the future. @nder the sight of these e3planations, this dissertation adopted the descriptive design. This is because it is suitable in identifying the factors affecting consumer buying behavior in the male clothing industry. #s 4alhotra 0$'')1 argues, the ob+ective of e3ploratory research is to search through a situation to provide insights and understandings. It is also used when the ob+ective is to define the market characteristics and functions and consumer buying behavior is all about market habits. #s is showed in the literature review chapter that there re many theories and factors for the consumer buying behavior but our motive is mainly deal with the social and marketing aspects of it.

(2 | P a g e

3.=.

D(t( C#//"!t&#) M"t%#,'

In order to meet the aims of the pro+ect was necessary to use both primary and secondary methods of data collection?
F&* r" 1>+ DATA COLLECTION METHOD

S# r!"+ ":"r(/, &)'&*%t &)$#

3.=.1.

S"!#),(r. D(t(

"econdary data is the data collected by others to be re-used by the researcher. It is also the data that have already been collected for purposes other than the problem at hand 04alhotra $'')1. This data includes both quantitative and qualitative data and can be located quickly and ine3pensively 0/roctor $'' 1. #ccording to 4alhotra 0$'')1, secondary data can be classified as either internal or e3ternal. Internal data are those generated within the organiBation for which the research is being conducted and it may be available in a ready-to-use format or with considerable processing requirements to e3tract it. *n the other hand, e3ternal data are those generated by sources outside the organiBation. Through the method of 5esk research it is possible to e3tract it in the form of published material, online databases, or information made available by syndicated services.

(4 | P a g e

2or this study desk research was used in the researcher6s effort to review previous research in the field and develop a conceptual framework. This process was carried out by accessing online documents and published materials available through private and government websites and published documents via the ,estminster @niversity Eibrary. The information e3tracted was mainly previous research and studies on /roduct adoption, new products and innovation.

3.=.2.

Pr&:(r. D(t(

/rimary resources are sources that are usually created at the time of an event. /rimary resources are the direct evidence or first hand accounts of historical events without secondary analysis or interpretation. "o e3tensively for our research we need to see the consumer response towards it. #ccording to Eancaster 0$''$1, if secondary data do not provide sufficient information to satisfy research ob+ections, primary data must then be collected. Therefore primary data is necessary when a researcher cannot find the data needed in secondary sources. 4arket researchers are interested in primary data about demographicIsocioeconomic characteristics, attitudesIopinionsIinterests, awarenessIknowledge, intentions, motivation, and behavior 0/roctor, $'' 1.

The methodology literature suggests that there e3ist two classifications of primary data? qualitative and quantitative data. Puantitative research is used to measure things while qualitative methods are mainly used to obtain an understanding of the sub+ect 04alhotra, $'')1. 8esides, qualitative research involves e3amining and reflecting on the less tangible aspects of a research sub+ect such as values, attitudes and perceptions 0Eangevin, 1&&%1. Pualitative and quantitative researches are often used into single studies. The patterns displayed in quantitative research can be enriched with that addition of qualitative

(5 | P a g e

information 0/roctor, $'' 1. >owever, qualitative research is usually less e3pensive to conduct that quantitative studies and it can prove the quality of quantitative research 04alhotra, $'')1.

The literature also suggests that there is a classification of qualitative research procedures 0#s shown in figure 171. These procedures are classified as either direct or indirect, based on whether the true purpose of the pro+ect is known to the respondents 04alhotra, $'')1. #ccording to the author, the purposes of the pro+ect in a direct approach are disclosed to the respondent or are obviousF meanwhile the purposes of the pro+ect in an indirect approach are disguised from the respondents. There fore questionnaire are chosen as the best instrument for the primary data collection. 2illing out their questionnaire is a big responsibility for hunters, and should not be taken lightly,; 4ike .o3

F&* r" 12+ G (/&t(t&;" ,(t( r"'"(r!% !.!/"

*6 | P a g e
S# r!"+ 444.info"e(eraldinsi$%t"'o(

@nder the sights of these e3planations, the dissertation adopted a qualitative approach based on the relationship between the aim of this study, which is related with the identification of factors affecting product adoption of new products, and one of the main uses of the qualitative research, which is to e3amine less tangible aspects of a research sub+ect such as values, attitudes and perceptions 0Eangevin, 1&&%1. In this dissertation, qualitative research is associated with questionnaire. In the questionnaire, we did draw on some prior surveys that have been done, sometimes by outside firms. 0Tom :uterbock, $'''1

The study carried out a cross sectional study was carried out using self-administered questionnaires. The questionnaires included questions about preferences for going on shopping with and the frequency of shopping. The questions included in the questionnaire are more of a quantitative nature, but some questions are of qualitative nature too. 4ostly close end question where ask where it6s the preference level about certain factors or certain feature.

3.=.1 S -B"!t' (), 5(rt&!&5()t' #$ t%" r"'"(r!%+ The sample for this research will be based on one hundred and fifty 01!'1

youngsters and middle age men and women ranging from ages of 17- )! years and belonging to upper middle and upper class. Cetailers of different men clothing6s shop at different location "upplier of the clothing6s and the demand forecasters.

*1 | P a g e

Trend setters and the fashion people

3.> C#)tr&- t&#) #$ t%" St ,.+

This study will mainly contribute to understand the main intervening factors in purchase of male clothing6s and styling trends. It a fact that @nited Aingdom is more fashion conscious and more in shopping6s that6s why it have been seen that social factors and marketing factors are playing more role in spreading of fashion and clothing trends in male. This study will help us as a society, to understand what the factors are most influencing and how a marketer can capture his market rapidly and successfully. The first is research about factors and the philosophies about such factors like how much personal

*2 | P a g e

factors is important then how marketing factors are playing their role then it come to social factors

3.2 V(/&,&t. (), R"/&(-&/&t. :olafshani 0$'' 1 argues that despite some qualitative researchers argue that the terms validity and reliability are not applicable to qualitative research, they have realiBed the need for some kind of qualifying check or measure for their research. <alidity on the other hand, is concerned with whether the findings are really about what they appear to be about 0"aunders, $'' 1. In each term there are some threats which affect the credibility of research findings.

In terms of Celiability, to reduce the participant error, it was considered the selection of users those who shop or frequently shop themselves for the men cloths, it have been considered that male and female both should at least shop enough that the factors can influence their decision and they undergo the whole selection process In terms of validity, it have been seen that questionnaire are geographically distributed in all @A fashion related groups and big retailers

3.< C#)!/ '&#)

This chapter aims at providing the way in which the researcher collected data to answer the research topic.

*3 | P a g e

To start with, a desk research was used in the researcher6s effort to review previous research in the field and develop a conceptual framework. This process was carried out by accessing online documents and published materials available through private and government websites. The information e3tract was mainly previous research and studies on consumer behavior buying decision and factors affecting consumer buying decision. #dditionally, an e3tensive review of empirical research on the factors affecting the consumer buying decisions and how retailers can improve their profitability.

This dissertation adopted a qualitative approach by using questionnaire and adopted the descriptive design. This is because it is suitable in identifying the factors affecting consumer buying behavior in the male clothing industry.

C%(5t"r 4 FINDINGS AND DISCUSSION

4.1.

INTRODUCTION

The aim of this chapter is to present, analyBe and discusses the findings on the role of marketing and social behaviors that affect the consumer buying behavior in men cloths. #s discussed in chapter , 4ethodology, the data was analyBed using descriptive statistics, i.e. frequencies and percentages. @sing, quantitative data analyses. It starts with the description of the results based on the analysis of data collected through questionnaire as well as through informal interviews from the retailers and consumer the ob+ectives proposed and it conclude the factors that ma+orly impact the buying behavior.

*4 | P a g e

4.2.

FINDINGS ANALYSIS

There are about 1!' questionnaire distributed through mails and geographically scattered location, out of them few were not return or some were incomplete so our data analysis is analyBed by 1'' questionnaire to avoid any ambiguity and reliability and validity issues all questions were analyBe graphically and concluded afterwards. The section is divided among three subsections that tell us the respondent behaviors then the factors influencing then the demographic profile.

4.3 RESPONDENT BEHAVIORS REGARDING MALE SHIRT How often do you buy male shirts? F&* r" 1<+ $r"H ")!. #$ - .&)* !/#t%' MALE RESPONDENTS
7ore t$an once a week Once a week 1ortnig$tl' Once a mont$ Once in * mont$s +ess t$an * mont$s 4< *< 1(< 36< 26< 4(< 46< (<

FEMALE RESPONDENTS
7ore t$an once a week Once a week 1ortnig$tl' Once a mont$ Once in * mont$s +ess t$an * mont$s 6< 2< 23<

16<

Gr(5% :(," -. r"'"(r!%"r

*( | P a g e

It have been seen that )!S of the male go to buying lothing almost every months. ,here as a huge percentage make it very often or fortnightly. It have been seen that the female buy male clothes not very often either on some occasion or festival therefore the frequency of buying is low. On which occasion you usually buy shirts

F&* r" 21+ #!!('&#) #$ - .&)* :")@' '%&rt

Gr(5% :(," -. r"'"(r!%"r

It have been seen that usually the buying of clothing is for the gift purposes but males ususlly buy it for their own use, it have been seen that males donot gift clothing to the friends and colleuges very often, where as females buy them on festivals and certain specific occasion only.

Which type of shirt you usually buy?

F&* r" 21+ t.5"' #$ '%&rt' 5 r!%('",

** | P a g e

Gr(5% :(," -. r"'"(r!%"r

It have been seen that mostly formal shirts are usualy purchased by bothe the genders wheras it have also seen that lot of males buy any shirt they do not have ceratin formal or unformal wadrobes whereas female specifically buy either formal or unformal shirts it shows that they donot shop +ust anyway but according to some specifc occasion.

6%&!% 't#r" ,# .# 5r"$"r t# 5 r!%('" :"()'@ '%&rtI

F&* r" 22+ 't#r" 5r"$"r")!" #) '%&rt 5 r!%('"

Gr(5% :(," -. r"'"(r!%"r

It have been seen that male and female both prefer to go to outlet stores to some e3tent but the higher percentage of male prefer to go either high street shops or other outlets and when it comes to female they prefer to go high street shops.

*2 | P a g e

You prefer certain store because F&* r" 23+ 5r"$"r")!" $#r !"rt(&) 't#r" MALE RESPONDENTS
:o" like t$e place Its near to 'o" place :o" pre#er to go branded o"tlet good sales ser&ices ot$er 16< 1(< 36<

FEMALE RESPONDENTS
:o" like t$e place Its near to 'o" place :o" pre#er to go branded o"tlet good sales ser&ices ot$er 16< (< 1(<

26< 2(<

36< 46<

Gr(5% :(," -. r"'"(r!%"r

It have been seen that usually females prefer to go to branded outlets wheras males prefer to go to their other favourite stores. >igh percentage of female repondent also says that they prefer to go to the place which is near to their place.

Where you obtain information about shirts before shopping?

F&* r" 24+ &)$#r:(t&#) (-# t :(/" !/#t%&)*@'

*4 | P a g e

Gr(5% :(," -. r"'"(r!%"r

It have been seen that when it comes ot male clothing shopping, men usually donot bother to gain information prior to shopping wheras high percentage of females obtained prior information. You usually obtain information about clothes from: F&* r" 25+ '# r!"' #$ &)$#r:(t&#) 5r&#r t# '%#55&)*

Gr(5% :(," -. r"'"(r!%"r

It have been seen that most of the respondent who obtained prior information before shopping are usually rely on their friends and family for that, and other high percentage to the television ads6. Who do you go shopping with? F&* r" 2=+ $r"H ")!. #$ '%#55&)* 4&t% $r&"),'

*5 | P a g e

Gr(5% :(," -. r"'"(r!%"r

It have been seen that most fo the people love to go to shopping with their special friends or friends, where as very small percentage of the repondent go with thgeir parents and family, and even the smaller percentage go alone or others. The second half of the questionnaire is open ended, that give opinion on the conte3t of the same option replied in first part.

REASON+ It have been seen that many of the people preferred to go shopping with any of their friends, as they believed that6s friends know what suits on them and they guide in much better way as compare to anybody else. many of the respondent who preferred their lover to be on shopping as they believe I love to wear what sheIhe like me to wear, male respondent usually go for shopping alone as they think that in shopping they need no hassle no disturbance they want to select and chose properly, whereas female have no idea of it so they don6t want to .but if minority shop alone that the same reason they have to check the best alternative available.

4.4 FACTORS INCLUDING CHOICE OF MALE SHIRT

4.3.1 Pr#, !t C#:5#'&t&#)

F&* r" 2>+ St./"

26 | P a g e

Gr(5% :(," -. r"'"(r!%"r

,hen it comes to style both male and female customer want it. *nly small percentage of the repondent think that style is not necessary. F&* r" 22+ C#/#r J D"'&*)

Gr(5% :(," -. r"'"(r!%"r

It have been found that in male clothing both male and female respondent think that color is important most of the males think its unimportant to have the color of your taste and choice but if you get good fabric you can try new colors swell. 8ut female respondent are +ust not wiling to compromise on color.

F&* r" 2<+ F(-r&!

21 | P a g e

Gr(5% :(," -. r"'"(r!%"r

In males they want a reliable and comfortable fabric, only small minority believe that it6s unimportant they are of those who prefer to have stylish trendy clothing and their favorites brands irrespective of the fabric. 8ut it6s found that female is usually having neutral behavior about the fabric they are purchasing. F&* r"31+ Br(), &:(*"

Gr(5% :(," -. r"'"(r!%"r

It have been seen that brand image is of great importance in female shoppers where as male shoppers are not so brand image conscious, they want their product.

F&* r"31+ A55"(r()!"

22 | P a g e

Gr(5% :(," -. r"'"(r!%"r

Important for both the genders to have a cloth that appeals and good to look at them or their loved ones

F&* r"32+ 't&t!%&)*

Gr(5% :(," -. r"'"(r!%"r

It have been seen that appearance and stitching is of greatest importance in both male and female

4.4.2PRODUCT PERFORMANCE #ppearance of the product is important for both male and female shopper but those brand conscious female shoppers also show neutral behavior about the appearance of certain clothing

23 | P a g e

F&* r"33+ E('. $#r !(r"

Gr(5% :(," -. r"'"(r!%"r

In clothing handling washing and cleaning is a hassle that6s why it6s important to have the cloths that are easy to clean and handle F&* r" 34+ F&t J S&K&)*

Gr(5% :(," -. r"'"(r!%"r

Its clothing so siBing and fitting is of much importance. " it have been seen that it6s important for both male and female F&* r" 35+ D r(-&/&t.

24 | P a g e

Gr(5% :(," -. r"'"(r!%"r

2or those who shop frequents it seen that durability is not of great importance but those who shop very less have great concerned for it. "o ma+ority have two e3tremes most important or unimportant

F&* r" 3=+

C#:$#rt

Gr(5% :(," -. r"'"(r!%"r

"ince it clothing so comfort is the most important aspect to +udge a product. It has seen that males are moirT comfort conscious then female.

F&* r" 3>+ S($"t.

2( | P a g e

Gr(5% :(," -. r"'"(r!%"r

#s it6s about clothing so safety is not the issue. 8ut is still important for some of the people who think that materials used in cloths are not made for their sensitive skins so that6s why they are choosy in selection of cloths. F&* r" 32+ C#/#r $('t)"''

Gr(5% :(," -. r"'"(r!%"r

It have been seen females are more color conscious then males and it6s impotent to have the favorite color to buy

4.3.3 S"r;&!" H (/&t.

2* | P a g e

In today6s world of service and support, the most important factor that can alter the buyers decision and can change their decision is the service the store atmosphere the sales men and his behavior. preference of specific outlet for male clothing6s question U ) and ! ask for this and then about the sales and sales men and other purchasing preferences, it have been seen that the store atmosphere and courtesy of sales people is important for all the shoppers but females are more conscious about it.

F&* r" 3<+ C# rt"'. #$ '(/"'5"#5/"

Gr(5% :(," -. r"'"(r!%"r

It6s important for both the genders but it have been seen that females are greatly influenced by it

F&* r" 41+ K)#4/",*" #$ '(/"'5"#5/"

22 | P a g e

Gr(5% :(," -. r"'"(r!%"r

It has been seen knowledge and guidance from the sales people is of great importance. #s they re serve as recommenders for the clothing6s especially for females

F&* r" 41+ P#/&t")"'' #$ '(/"'5"#5/"

Gr(5% :(," -. r"'"(r!%"r

"ocial factors influence females much. That6s the greatest reason that females need p Vpolite and sophisticated sales person

F&* r" 42+ St#r" (t:#'5%"r"

24 | P a g e

Gr(5% :(," -. r"'"(r!%"r

It6s important for both male and female but female are more influenced by it. It have been seem that females are more influenced by store climate

F&* r" 43+ M '&! &) t%" 't#r"

Gr(5% :(," -. r"'"(r!%"r

It6s important for all the shoppers to have a pleasant atmosphere in the store, it have been seen that males are more influenced by music, that6s why it impact there purchase decision more then female.

25 | P a g e

F&* r" 44+ V&' (//. (55"(/&)* 't#r" &)t"r&#r'

Gr(5% :(," -. r"'"(r!%"r

It have to e3treme for some people its most important whereas for other group it6s e3tremely unimportant F&* r" 45+ V&' (//. (55"(/&)* 't#r" "Ft"r&#r'

Gr(5% :(," -. r"'"(r!%"r

It has been seen that in today6s world of marketing, marketing factor have the greatest influence on the buying decision of male clothing and styling trend so interior decors play vital role in that regard

F&* r" 4=+ Pr&!" #$ t%" '%&rt

46 | P a g e

Gr(5% :(," -. r"'"(r!%"r

It have been seen that pricing is very important for the male shopper, where as its +ust important for the female shopper. #s guys have to shop a lot for their clothing6s and the frequency of shopping is great in them where as female shop less for male clothing so price has its importance but not as much as in males, that shows that marketing factor playing its role more on male.

F&* r" 4>+ R"5 t(t&#) #$ t%" ,"'&*)"r

Gr(5% :(," -. r"'"(r!%"r

2emales are more brand conscious when it came to designer wear, therefore reputation of the designer or brand image is important for female whereas it neutral in male.

41 | P a g e

F&* r" 42+ R"5 t(t&#) #$ t%" '%#5

Gr(5% :(," -. r"'"(r!%"r

It have been seen that reputation of the shop is the most important factor in the purchasing of cloths, it have been seen that for females it important but when talk about male it6s most important for them.

F&* r" 4<+ A,;"rt&'":")t &) :(/" :(*(K&)"

Gr(5% :(," -. r"'"(r!%"r

It have been seen that the ads in magBine influence the buyer purcahse decision a lot, buyt as its seen earlier during the analysis that females are more social conciuos them males so the magBine influence theiur purcahse decision more.

42 | P a g e

F&* r" 51+ P#'t"r (,;"rt&'":")t

Gr(5% :(," -. r"'"(r!%"r

/oster advertisement have neutral impact on both the genders , where as its also seen that for females its very important but males are not much impacted by them.

43 | P a g e

4.4.3 SOCIAL FACTORS 4ost important factors that influence consumer buying behavior is the social factors, it have been seen that females decision are more influence through the social factors like friends and family whereas males decision are less influential. It have also seen in this section that females never buy cloths on their own or prefer to go to shopping themselves whereas males prefer to go alone or with anybody they trust.

F&* r" 51+ R"!#::"),(t&#) -. $r&"),'

Gr(5% :(," -. r"'"(r!%"r

It have been seen that females rely more on the opions and recommendation by the friends family and colluges so its important to very important for them. ,hereas for men its important but not very important.

F&* r" 52+ R"!#::"),(t&#) -. $(;#r&t" !"/"-r&t.

44 | P a g e

Gr(5% :(," -. r"'"(r!%"r

It have been seen that men usually have their favorite celebrities, whom they follow for the styling trends and clothing decision, so this factor influence men more than female, where as its also seen that females have some favorite men stars due to which this factor get important for the females as well. F&* r" 53+ R"!#::"),(t&#) -. $(:&/.

Gr(5% :(," -. r"'"(r!%"r

It have been seen that friends plays ma+or role in @A men styling trends, that6s why it important for both the genders, but it6s not alter there decision much. 2emales are more influenced through this social factor

F&* r" 54+ R"!#::"),(t&#) -. !#//"(* "

4( | P a g e

Gr(5% :(," -. r"'"(r!%"r

It have been seen that it6s most important for females to have the recommendation for the men style from their male colleges first, as they know better then themselves.

F&* r" 55+ R"!#::"),(t&#) -. '(/"'5"r'#)

Gr(5% :(," -. r"'"(r!%"r

It have been seen that females are usually seaking information and recommendation about males clothings so usually there decisions are altered by the recommendation of saleman also.

4* | P a g e

4.5 CONSUMER DEMOGRAPHIC PROFILE

The analysis was of about 1'' questionnaires, the demographic profile include age, relationship status, education and income. #ll these things are considered as important in defining consumer buying patterns. The analysis is given below

F&* r" 5=+ *"),"r #$ r"'5#),")t'

Gr(5% :(," -. r"'"(r!%"r

It have been keep in view that the ma+ority of the respondent are males as the research is about there clothing and styling trends. 8ut as the females also shop therefore about '!S of our respondent are females.

F&* r" 5>+ (*" *r# 5 #$ t%" r"'5#),")t

42 | P a g e

Gr(5% :(," -. r"'"(r!%"r

4ost of the people that shop men shirts are in the age group between $'- ', and the other high percentage is from $'- ' age groups. F&* r" 52+ r"/(t&#)'%&5 't(t ' #$ t%" r"'5#),")t relationship status single in relation married separatedIdivorced number of respondent $' )' ' 1'

Gr(5% :(," -. r"'"(r!%"r

age 17-$' $'- ' '-)'

7umber respondent ' (' 1'

of

It have been seen that most of the people who shop for men clothing 0either male or female1 are either married or in relationship. That shows that there are social factors that affect the buying behavior

44 | P a g e

F&* r" 5<+ &) !#:" *r# 5 #$ t%" r"'5#),")t number of income respondent lower than !,''' !,''1-1!,''' 1' 1!,''1-$!,''' $' $!,''1- !,''' ' !,''1-)!,''' ' 4ore than )!,''1 7
Gr(5% :(," -. r"'"(r!%"r

It have been seen that shopping trends are more in the people earning in between !'''!'''.

F&* r" =1+ ", !(t&#) #$ t%" r"'5#),")t

45 | P a g e

", !(t&#) @ndergraduate 5egree /ostgraduate 5egree others

) :-"r #$ r"'5#),")t $' )! !

Gr(5% :(," -. r"'"(r!%"r

It have been seen that most of the respondent are in post graduate or done other education, that shows shopping trend are more in literature people

56 | P a g e

4.= FINDINGS AND LITERATURE REVIE6 it have been seen that our findings says that the two factors are influencing consumer buying behavior more that are marketing and social factors, it have been concluded through literature review that that there are number of factors influencing the consumer buying behavior they are internal factors and e3ternal influences. 2or some customer buying behavior is directly related to some of the factors that always influencing them like culture or family whereas it have been also seen that in many cases a single buyer is influenced by many of the factors and they themselves not aware of the choices they made and the factors affecting that choices like sometime its price then other time some friends recommendation or ne3t time some brand loyalty e3ist. 4.> FINDINGS SUMMARY It have been seen that the ma+or two factors can influence the male clothing buying behavior that are marketing and social factors. It have been seen that marketing factors can alter the buying behavior of the consumer it have been seen that females are more influenced by the social factors where as in males the marketing factors have the ma+or impact, it have been seen that females are more brand and price conscious then male, when it comes to clothing males are more conscious about their certain style and their personality and the colors that suits on you. 2abric and brand have lesser impact then their own style statement.

51 | P a g e

C%(5t"r 5 C#)!/ '&#)' (), R"!#::"),(t&#)'

5.1 INTRODUCTION This chapter concludes the current research on the factors influencing consumer buying behavior and how marketing and social factors influence the buying decision. The chapter starts by providing a summary of the key findings. 2ollowing the key findings, the chapter presents a number of recommendations for better usage of the marketing and social factors in trend setting and selling of the products. The chapter concludes by discussing directions for future research and referring to the limitations of this piece of work.

5.2 CONCLUSION ABOUT RESEARCH OBJECTIVE The main ob+ective of the research is the main ob+ective of this dissertation is to find out the marketing and social factors that influence the male fashion industry. The aim is to investigate the role of marketing and social factors in influencing the choice of male clothes of the research, the aim of the research have been well achieved as it have been seen through survey, that the male clothing decision are ma+or impact by marketing and social factors, if one want to alter the choices in males they should concentrate on the marketing impact on their clothing specially shirts.

The male shopping trends are affected by the marketing factors more where as if females go for shop it have been found that if a female go to shop for a male clothing then she rely more on the social factors. Eike she prefer to ask her friend and family or colleges about certain brands and clothing trend prevailing in female. "o these two factors are ma+or influencer in buying behavior in the male clothing and styling trends

52 | P a g e

5.3 RECOMMENDATION 2ollowing are the some of the reformations for the better usage of the marketing and social factors of that affecting consumer buying behavior in male clothing and styling trendsF It have been seen that the social factor have more influence on female then in

males, so advertising female product should be mainly through campaign so that if two three of the girls are attracted then the whole crowd can aware of it. Cetailers should have trained salesmen to deal with female customer, should have

e3tensive knowledge about the product and the styling trends prevailing as females are seem to have more recommendation conscious. There should have proper music and hygiene conditions in the shop, so that the

customer feels en+oyment in shopping and trust that the cloths they are buying are clean and hygienic. It have been seen that word of mouth have the greatest influence on females

shopping patterns so shop keepers should give e3tra attention to satisfy a female customer as if they able to satisfy one female customer they are indirectly satisfying lots of customers. In males marketing factors have the greatest influence, so their should be proper

male clothing advertisements, posters and magaBines in the shop so they actually can see how the cloths look and carried out. It have been seen that ladies shop for male clothing usually on festivals or

occasions so their should have proper gift bags with certain clothing materials so that they can chose certain product.

53 | P a g e

It have been seen that men and women usually shop together, so retailer should

have packages where there is benefit for both men and women, like on certain brands with some men shirts there can be discount on women t-shirts and +ersey. It have been seen through the research that females shop for the men clothing

usually on festivals and occasion, so at the time of festivals retailers should have good gift packed shirts and other men clothing stuffs on the counter so the women can buy easily and retailer can have more business. @sually males are not that brand conscious then females, so it have been seen

that males can shop from anywhere but they are conscious about their specific style and color and the material should suit on their personality type. "o males should have good range of color choices available and different siBes should be there, as it have been seen there are certain people who need to have good stitching only. "o the product components should be fully achieved. The retailers should have the query desk in their outlet for the unsatisfied

customer. #s one unsatisfied customer can make ten satisfy customer, unsatisfied. "o in case, the customers have query about their product or they want to alter or e3change or the siBes are not fit in so they can contact there. Today is the world of internet or telemarketing, retailers should have couple of

phone lines or a website with them to answer the query and to market their product plus through it they can control their supply chain issues as well. Talking about customers point of view, customer get trust on the retailer if he gave the number of their shop or reference some of his website

54 | P a g e

5.4 DIRECTION FOR FURTURE RESEARCH 6ORK

The research is mainly on the factors influencing the customer buying behavior specifically social and marketing factors, the research conducted is generaliBed in nature as we have not specified any designer or brand name, so the research can be specified in future by selecting some of the good limited designers or large brand names and how marketing and social factors affecting the customer buying behavior in some specific brands.

5.5 LIMITATIONS

There are two important limitations that are related to this research work. 2irstly, the researcher was located in the @A and the fashion here changes very rapidly so the duration of the research is very short it carried out in feb-may6$'1'. Therefore, time is limited for further research. "econdly, this dissertation collected the data using the descriptive, qualitative data by surveying through questioners so may be the survey is not the true representation of the whole society behavior.

5( | P a g e

REFERENCES

A
Aggar'al/ P./ 9!a/ T./ :ile-on/ D./ ;%556</ =Barriers to t!e adoption of reall"#ne' produ.ts and t!e role of surrogate 0u"ers>. ?ournal of .onsu-er -ar(eting/ @ol. %A N. 8. A-eri.an Mar(eting Aso.iation/ ;2$$4< Aronson/ E./ :ilson/ T.D. B A(ert/ R.M. ;2$$7<. So.ial Ps".!olog". Cpper Saddle River/ N?: Prenti.e +all Aronson/ E./ :ilson/ T.D. B A(ert/ R.M. ;2$$7<

4
Baron/ M./ ;2$$ </ =Identif"ing (e" fa.tors in t!e adoption of innovative pra.ti.es>. Ble.! and Ble.!/ %557 BrisouD/ 9!eron/ and &ernet ;%56 </ Sout!ern Mar(eting Asso.iation Bearden/ :./ S!i-p/ T. ;%562< ET!e Cse of EDtrinsi. 9ues to &a.ilitate Produ.t AdoptionF B!i'ani/ S./ Pande/ A./ @i(as/ C. ;2$$8</ =Perspe.tives on Csa0ilit" and Produ.t Adoption>.

C
9onsu-er Be!avior G ;% Mar 2$$A</ De.ision Ma(ingH/ OrganiIational Be!avior and +u-an De.ision Pro.essess/ 9lot!ing and TeDtiles Resear.! ?ournal/;%55%<: @ol. 5/ No. 8/ 8%#8 2

5* | P a g e
9!oo/ +./ 9!ung/ ?./ P"sar.!i(/ D. ;2$$2< EAnte.edents to ne' food produ.t pur.!asing 0e!avior a-ong innovator groups in IndiaF. 9!ung/ ? ;2$$$</ =Belief/ Attitude/ Intention and Be!avior: An Introdu.tion to T!eor" and Resear.!>/ Addison#:esle"/ Reading/ MA. .o-parison of different European .ountries>. European ?ournal of Innovation Manage-ent/ @olu-e 8 . Nu-0er %. 9rossan/ &. ;2$$8< />Resear.! p!ilosop!": to'ards an understanding>/ MagaIine Issues in Resear.! @olu-e %%/ Nu-0er %.

D
Dea.on/ ?./ &orrester/ M./ 9ole/ S./ ;2$$7</ E9!allenges in produ.t adoptionF Peter N. *older/ Tellis/ *./ ;%556</ =Be"ond Difusion: An Aforda0ilit" Model of t!e *ro't! of Ne' 9onsu-er Dura0les>. Drea.!slin/ ?. ;%555</ =&o.us group as a Jualit" i-prove-ent te.!niJue> Drea.!slin/ ). ;%555</ =&o.us groups as a Jualit" i-prove-ent te.!niJue: a .ase eDa-ple fro!ealt! ad-inistration edu.ation>. Kualit" Assuran.e in Edu.ation Dru--ond/ *./ Rule/ *./ ;2$$A</ =9onsu-er 9onfusion in t!e CL :ine Industr">. ?ournal of :ine Resear.!/ 2$$A/ @ol. % / No. %/pp. AAG 8.

E
Easter0"#S-it! M ;%554</ =Manage-ent Resear.!: an Introdu.tion>. )ondon/ Sage. *eert +ofstedeMs Model ;% ?an 2$$7 </ 0ased on !is %55% 0oo(: 9ultures and OrganiIations: Soft'are of t!e Mind. Ne' ,or(/ N,M M.*ra'#+ill.< Ed'ards/ S"lvia and Bru.e/ 9. HRefle.tive Internet Sear.!ing/ an A.tion Resear.! Model.H In Action Learning, Action Research and Process Management, Theory, Practice Praxis. A.tion Resear.! Cnit/ *riffit! Cniversit".

52 | P a g e

Dngel, J.2., 8lackwell, C.5. and Aollat, 5.T. 01&7 1, .onsumer 8ehavior, >olt, Cinehart and ,inston, 7ew Oork.
Engel/ ?.&./ Bla.('ell/ R.D. and Lollat/ D.T. ;%547<

2amily and .onsumer "ciences Cesearch Journal, <ol. 1, 7o. 1, !'-77 0$''$1

:olafshani, 7. 0$'' 1, 9@nderstanding Celiability and <alidity in Pualitative Cesearch; :lover, Julian 0$''7-1'-$'1. GCiven by class and no social mobility - 8ritain in $''7G. Eondon? The :uardian :reg .ashman 0$'''1. GInternational Interaction? "timulusHCesponse Theory and #rms CacesG1

>orsky, 5. 01&&'1. QQ# 5iffusion 4odel Incorporating /roduct 8enefits, /rice, Income, and Information66 >ofstede, :eert 0$''11, .ulture=s .onsequences, .omparing <alues, 8ehaviors, Institutions, and *rganiBations #cross 7ations Thousand *aks .#? "age /ublications, >unt, ".5. , 4organ C.4. 01&&!1, GThe .omparative #dvantage Theory of .ompetition,G. Journal of 4arketing, 0$''!1 !&, 1-1!.

54 | P a g e

John #. >oward in 01&( 1, the concept of evoked set Journal of 4arketing, pg. !), )$H! J> .hen-Ou H $''$? 2amily and .onsumer "ciences Cesearch Journal John <. /etrof, 7aoufel 5aghfous 04ay-June, 1&&(1, 8usiness >oriBons John .. 4owen GG and 4ichael ". 4inor, .onsumer 8ehavior? # 2ramework

Aalish, "., 01&%!1, 9advertising and uncertainty;. 4anagement "cience, <ol 1, 7 1$. Aotler and #rmstrong, 1&&1 Alaus rothF 0online, april,$'1'1? international +ournal of intellectual relationsF volume $!, issue !, *ctober $''1, pg. !( -!%'F GInformation Eiteracy as a .atalyst for Dducational .hange? # 8ackground /aper.G @.". 7ational .ommission on Eibraries and Information "cience. $$ 4ay $''(. Aeegan et al. 01&&$, p. 1& 1 Aim A. /. Johnson, "usan J. Torntore, Joanne ... - $'' - Eanguage #rts M 5isciplines Aevin Eane Aeller 0January 1, $''(1F /rentice >all, 1$ edition Arueger, C. 01&&%1. 9#nalyBing and reporting focus group results;. Eondon? "#:D /ublications. Arueger, C., .asey, 4., 0$'''1. 92ocus groups? # /ractical :uide for #pplied Cesearch; Third Ddition, Thousand *aks, .alif.? "age.

55 | P a g e

Eai, #., 01&&11, Q.onsumption "ituation and /roduct Anowledge in the adoption of a 7ew /roduct6 Eancaster, :. 0$''$1 9Dssentials of 4arketing;, 2ourth Ddition, 4c :raw >ill, @.A. Eedwith, #. 0$'''1, 94anagement of new product development in small electronics firms;. Eangevin, C., 01&&%1, 9.ostumer 2ocus;, .risp 4anagement Eibrary.

4. 4c.arthy, 4., *="ullivan, .., *=Ceilly, "., 01&& 1, 9/re-identification of first 4alhotra, 7.,0$'')1 94arketing Cesearch; 2ourth Ddition, /rentice >all, 7ew Jersey. 4anstead, #. ". C., M /arker, 5. 01&&!1 4ark "mout and Eaura #llenF are "enior Eecturers at the 8artlett "chool of #rchitecture, @.E, where they teach 5iploma @nit 11 4arketing "cience Institute. Ceport 7o. &)-1$). 4anstead, #. ". C., M /arker, 5. 01&&!1. Dvaluating and e3tending the theory of planned behavior. ,. "troebe M 4. >ewstone 0Dds.1, Duropean Ceview of "ocial /sychology 0<ol. (,pp. (&-&(1. .hichester, @A? John ,iley M "ons4alhotra, 7.,0$'')1 94arketing Cesearch; 2ourth Ddition, /rentice >all, 7ew Jersey

166 | P a g e N

7egri, 8., Thomas, D. 0$'' 1, 94aking "ense of 2ocus :roup 2indings; 7aresh A. 4alhotra, 4arketing Cesearch, 2ourth Ddition, $''), p. 7(.
O

*lson M /eter, 01&&)1, p.1

!

/roctor T, Dssentials of 4arketing Cesearch, rd Ddition, $'' , @.A. /hillips kotler0$'' 1, /rinciple of marketingF international edition /hillips kotler0$''!1, 4arketing 4anagement,1$th Ddition
7

Ci+sdi+k, "., >ultink, D. 0$''71, Q>ow Today6s .onsumers /erceive Tomorrow6s "mart /roducts6. CuiB, D., 4as, D., 0$''11, 9The distribution model in the diffusion of innovations?
S

"aunders, 4., Eewis /., Thornhill, #. 0$'' 1 9Cesearch 4ethods for 8usiness "tudents;, Third Ddition, /rentice >all. "andhusen, C. E.0$'''1, 4arketing 0". $1%1

The price knowledge and search of supermarket shoppers, Journal of 4arketing, 01&&'1. pg. !), )$H!

161 | P a g e

@niversity of "outhern .alifornia - 4arshall 0$''71 @nderstanding 2ashion >istory,0$'')1 GIntroductionG, .ostume M 2ashion /ress

<erhes, 2 0$''!1, 94arket-*riented /roduct Innovation in "mall 2irms;. <eryBer, C.,. 01&&%1. 95iscontinuous innovation and the new product development process;. Journal of /roduct Innovation 4anagement, 8lackwell /ublishing Eimited. <olume 7 . 7. ) .

,ilmshurst, J. M 4acAay, #., The 2undamentals of #dvertising, 01&&&1 .alter .. Piegorsc$ and A. =o$n /ailer >2662?. ,orld .ongress of #ction Eearning0!T>1, #ction Cesearch and /rocess 4anagement, @niversity of 8allarat, <ictoria, "eptember, pp. 1)1-1!$. .ited in 8ruce, .hristine "usan. www.marketingpower.comI www.marketresearchworld.net www.wikipedia.org
9 :ork ni&ersit' +ibraries Arc$i&al Researc$ T"torial

162 | P a g e

163 | P a g e

A
Aggar'al/ P./ 9!a/ T./ :ile-on/ D./ ;%556</ =Barriers to t!e adoption of reall"#ne' produ.ts and t!e role of surrogate 0u"ers>. ?ournal of .onsu-er -ar(eting/ @ol. %A N. 8. A-eri.an Mar(eting Aso.iation/ ;2$$4< Aronson/ E./ :ilson/ T.D. B A(ert/ R.M. ;2$$7<. So.ial Ps".!olog". Cpper Saddle River/ N?: Prenti.e +all Aronson/ E./ :ilson/ T.D. B A(ert/ R.M. ;2$$7<

4
Baron/ M./ ;2$$ </ =Identif"ing (e" fa.tors in t!e adoption of innovative pra.ti.es>. Ble.! and Ble.!/ %557

164 | P a g e
BrisouD/ 9!eron/ and &ernet ;%56 </ Sout!ern Mar(eting Asso.iation Bearden/ :./ S!i-p/ T. ;%562< ET!e Cse of EDtrinsi. 9ues to &a.ilitate Produ.t AdoptionF B!i'ani/ S./ Pande/ A./ @i(as/ C. ;2$$8</ =Perspe.tives on Csa0ilit" and Produ.t Adoption>.

C
9onsu-er Be!avior G ;% Mar 2$$A</ De.ision Ma(ingH/ OrganiIational Be!avior and +u-an De.ision Pro.essess/ 9lot!ing and TeDtiles Resear.! ?ournal/;%55%<: @ol. 5/ No. 8/ 8%#8 2 9!oo/ +./ 9!ung/ ?./ P"sar.!i(/ D. ;2$$2< EAnte.edents to ne' food produ.t pur.!asing 0e!avior a-ong innovator groups in IndiaF. 9!ung/ ? ;2$$$</ =Belief/ Attitude/ Intention and Be!avior: An Introdu.tion to T!eor" and Resear.!>/ Addison#:esle"/ Reading/ MA. .o-parison of different European .ountries>. European ?ournal of Innovation Manage-ent/ @olu-e 8 . Nu-0er %. 9rossan/ &. ;2$$8< />Resear.! p!ilosop!": to'ards an understanding>/ MagaIine Issues in Resear.! @olu-e %%/ Nu-0er %.

D
Dea.on/ ?./ &orrester/ M./ 9ole/ S./ ;2$$7</ E9!allenges in produ.t adoptionF Peter N. *older/ Tellis/ *./ ;%556</ =Be"ond Difusion: An Aforda0ilit" Model of t!e *ro't! of Ne' 9onsu-er Dura0les>. Drea.!slin/ ?. ;%555</ =&o.us group as a Jualit" i-prove-ent te.!niJue> Drea.!slin/ ). ;%555</ =&o.us groups as a Jualit" i-prove-ent te.!niJue: a .ase eDa-ple fro!ealt! ad-inistration edu.ation>. Kualit" Assuran.e in Edu.ation Dru--ond/ *./ Rule/ *./ ;2$$A</ =9onsu-er 9onfusion in t!e CL :ine Industr">. ?ournal of :ine Resear.!/ 2$$A/ @ol. % / No. %/pp. AAG 8.

16( | P a g e E
Easter0"#S-it! M ;%554</ =Manage-ent Resear.!: an Introdu.tion>. )ondon/ Sage. *eert +ofstedeMs Model ;% ?an 2$$7 </ 0ased on !is %55% 0oo(: 9ultures and OrganiIations: Soft'are of t!e Mind. Ne' ,or(/ N,M M.*ra'#+ill.< Ed'ards/ S"lvia and Bru.e/ 9. HRefle.tive Internet Sear.!ing/ an A.tion Resear.! Model.H In Action Learning, Action Research and Process Management, Theory, Practice Praxis. A.tion Resear.! Cnit/ *riffit! Cniversit".

Dngel, J.2., 8lackwell, C.5. and Aollat, 5.T. 01&7 1, .onsumer 8ehavior, >olt, Cinehart and ,inston, 7ew Oork.
Engel/ ?.&./ Bla.('ell/ R.D. and Lollat/ D.T. ;%547<

2amily and .onsumer "ciences Cesearch Journal, <ol. 1, 7o. 1, !'-77 0$''$1

:olafshani, 7. 0$'' 1, 9@nderstanding Celiability and <alidity in Pualitative Cesearch; :lover, Julian 0$''7-1'-$'1. GCiven by class and no social mobility - 8ritain in $''7G. Eondon? The :uardian :reg .ashman 0$'''1. GInternational Interaction? "timulusHCesponse Theory and #rms CacesG1

16* | P a g e

>orsky, 5. 01&&'1. QQ# 5iffusion 4odel Incorporating /roduct 8enefits, /rice, Income, and Information66 >ofstede, :eert 0$''11, .ulture=s .onsequences, .omparing <alues, 8ehaviors, Institutions, and *rganiBations #cross 7ations Thousand *aks .#? "age /ublications, >unt, ".5. , 4organ C.4. 01&&!1, GThe .omparative #dvantage Theory of .ompetition,G. Journal of 4arketing, 0$''!1 !&, 1-1!.

John #. >oward in 01&( 1, the concept of evoked set Journal of 4arketing, pg. !), )$H! J> .hen-Ou H $''$? 2amily and .onsumer "ciences Cesearch Journal John <. /etrof, 7aoufel 5aghfous 04ay-June, 1&&(1, 8usiness >oriBons John .. 4owen GG and 4ichael ". 4inor, .onsumer 8ehavior? # 2ramework

Aalish, "., 01&%!1, 9advertising and uncertainty;. 4anagement "cience, <ol 1, 7 1$. Aotler and #rmstrong, 1&&1 Alaus rothF 0online, april,$'1'1? international +ournal of intellectual relationsF volume $!, issue !, *ctober $''1, pg. !( -!%'F GInformation Eiteracy as a .atalyst for Dducational .hange? # 8ackground /aper.G @.". 7ational .ommission on Eibraries and Information "cience. $$ 4ay $''(. Aeegan et al. 01&&$, p. 1& 1 Aim A. /. Johnson, "usan J. Torntore, Joanne ... - $'' - Eanguage #rts M 5isciplines

162 | P a g e

Aevin Eane Aeller 0January 1, $''(1F /rentice >all, 1$ edition Arueger, C. 01&&%1. 9#nalyBing and reporting focus group results;. Eondon? "#:D /ublications. Arueger, C., .asey, 4., 0$'''1. 92ocus groups? # /ractical :uide for #pplied Cesearch; Third Ddition, Thousand *aks, .alif.? "age.

Eai, #., 01&&11, Q.onsumption "ituation and /roduct Anowledge in the adoption of a 7ew /roduct6 Eancaster, :. 0$''$1 9Dssentials of 4arketing;, 2ourth Ddition, 4c :raw >ill, @.A. Eedwith, #. 0$'''1, 94anagement of new product development in small electronics firms;. Eangevin, C., 01&&%1, 9.ostumer 2ocus;, .risp 4anagement Eibrary.

4. 4c.arthy, 4., *="ullivan, .., *=Ceilly, "., 01&& 1, 9/re-identification of first 4alhotra, 7.,0$'')1 94arketing Cesearch; 2ourth Ddition, /rentice >all, 7ew Jersey. 4anstead, #. ". C., M /arker, 5. 01&&!1 4ark "mout and Eaura #llenF are "enior Eecturers at the 8artlett "chool of #rchitecture, @.E, where they teach 5iploma @nit 11

164 | P a g e

4arketing "cience Institute. Ceport 7o. &)-1$). 4anstead, #. ". C., M /arker, 5. 01&&!1. Dvaluating and e3tending the theory of planned behavior. ,. "troebe M 4. >ewstone 0Dds.1, Duropean Ceview of "ocial /sychology 0<ol. (,pp. (&-&(1. .hichester, @A? John ,iley M "ons4alhotra, 7.,0$'')1 94arketing Cesearch; 2ourth Ddition, /rentice >all, 7ew Jersey

7egri, 8., Thomas, D. 0$'' 1, 94aking "ense of 2ocus :roup 2indings; 7aresh A. 4alhotra, 4arketing Cesearch, 2ourth Ddition, $''), p. 7(.
O

*lson M /eter, 01&&)1, p.1

!

/roctor T, Dssentials of 4arketing Cesearch, rd Ddition, $'' , @.A. /hillips kotler0$'' 1, /rinciple of marketingF international edition /hillips kotler0$''!1, 4arketing 4anagement,1$th Ddition
7

Ci+sdi+k, "., >ultink, D. 0$''71, Q>ow Today6s .onsumers /erceive Tomorrow6s "mart /roducts6. CuiB, D., 4as, D., 0$''11, 9The distribution model in the diffusion of innovations?
S

165 | P a g e

"aunders, 4., Eewis /., Thornhill, #. 0$'' 1 9Cesearch 4ethods for 8usiness "tudents;, Third Ddition, /rentice >all. "andhusen, C. E.0$'''1, 4arketing 0". $1%1

The price knowledge and search of supermarket shoppers, Journal of 4arketing, 01&&'1. pg. !), )$H!

@niversity of "outhern .alifornia - 4arshall 0$''71 @nderstanding 2ashion >istory,0$'')1 GIntroductionG, .ostume M 2ashion /ress

<erhes, 2 0$''!1, 94arket-*riented /roduct Innovation in "mall 2irms;. <eryBer, C.,. 01&&%1. 95iscontinuous innovation and the new product development process;. Journal of /roduct Innovation 4anagement, 8lackwell /ublishing Eimited. <olume 7 . 7. ) .

,ilmshurst, J. M 4acAay, #., The 2undamentals of #dvertising, 01&&&1 .alter .. Piegorsc$ and A. =o$n /ailer >2662?.

116 | P a g e

,orld .ongress of #ction Eearning0!T>1, #ction Cesearch and /rocess 4anagement, @niversity of 8allarat, <ictoria, "eptember, pp. 1)1-1!$. .ited in 8ruce, .hristine "usan. www.marketingpower.comI www.marketresearchworld.net www.wikipedia.org
9 :ork ni&ersit' +ibraries Arc$i&al Researc$ T"torial

APPENDI7 A. G "'t&#))(&r" C/#t%&)* $#r M") &) t%" U.K

111 | P a g e

S"!t&#) 1+ T%" $#//#4&)* H "'t&#)' !#)!"r) 4%")D 4%"r"D 4%(t (), 4&t% 4%#: .# *# '%#55&)* (), %#4 $(!t#r' &)$/ ")!" .# r 5 r!%('" ,"!&'&#)

1.

H#4 #$t") ,# .# - . :(/" '%&rt'I 4ore than once a week *nce a month *nce a week 2ortnightly *nce in ( months Eess than ( months

2. O) 4%&!% #!!('&#) .#

' (//. - . '%&rt'

festival

gift

not specific

other

3. 4%&!% t.5" #$ '%&rt .#

' (//. - .I

formal

casual

not specific

other

4.

6%&!% 't#r" ,# .# 5r"$"r t# 5 r!%('" :")'@ '%&rtI 5epartment store >igh street shop *utlet store *thersWWWWWWWWWWWWWWW

!.

Y# 5r"$"r !"rt(&) 't#r" -"!( '" good sales services *thersWWWWWWWWWWWWWWW

Oou like the place Its near to you place Oou prefer to go branded outlet

(. 0#1 ,here .# #-t(&) &)$#r:(t&#) (-# t '%&rt' -"$#r" '%#55&)*I Oes 7o "ometimes

112 | P a g e

0B3 .#

' (//. #-t(&) &)$#r:(t&#) (-# t !/#t%"' $r#:+ *thersWWWW friends M family

Television 7ewspaper 4agaBine Cadio

>.0(3 6%# ,# .# *# '%#55&)* 4&t%I *n my own 2riendIs :irlfriend 4otherI2amily *therWWWWWWWWWWWWWW

081 ,hy ? WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

P$e"se s+"+e !o3 i*4or+"n+ +!e fo$$o3ing f" +ors "re in -our !oi e of $o+!s.

5.67er- i*4or+"n+

&6i*4or+"n+

86Nei+!er 96Uni*4or+"n+ :6 2er- uni*4or+"n+;

2I

2U

113 | P a g e

22. Product Composition

St./" C#/# r J D"'&*) F(-r&! Br(), &:(*" A55"(r()!" 't&!%&)*

1 1 1 1 1 1

2 2 2 2 2 2

3 3 3 3 3 3

4 4 4 4 4 4

5 5 5 5 5 5

23. Product performance E('. $#r !(r" F&t J S&K&)* D r(-&/&t. C#:$#rt S($"t. C#/#r $('t)"'' 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5

24 !er"ice #uality

C# rt"'. #$ '(/"'5"#5/" K)#4/",*" #$ '(/"'5"#5/" P#/&t")"'' #$ '(/"'5"#5/" St#r" (t:#'5%"r" M '&! &) t%" 't#r" V&' (//. (55"(/&)* 't#r" &)t"r&#r' V&' (//. (55"(/&)* 't#r" "Ft"r&#r' 2$ %ar&eting factors

1 1 1 1 1 1 1

2 2 2 2 2 2 2

3 3 3 3 3 3 3

4 4 4 4 4 4 4

5 5 5 5 5 5 5

114 | P a g e

Pr&!" #$ t%" '%&rt R"5 t(t&#) #$ t%" ,"'&*)"r R"5 t(t&#) #$ t%" '%#5 A,;"rt&'":")t &) :(/" :(*(K&)" P#'t"r (,;"rt&'":")t 2' !ocial factors

1 1 1 1 1

2 2 2 2 2

3 3 3 3 3

4 4 4 4 4

5 5 5 5 5

R"!#::"),(t&#) -. $r&"),' R"!#::"),(t&#) -. $(;#r&t" !"/"-r&t. R"!#::"),(t&#) -. $(:&/. R"!#::"),(t&#) -. !#//"(* " R"!#::"),(t&#) -. '(/"'5"r'#)

1 1 1 1 1

2 2 2 2 2

3 3 3 3 3

4 4 4 4 4

5 5 5 5 5

2( Personality )actors S &t(-&/&t. #$ t%" 't./" t# :. 5"r'#)(/&t. S &t(-&/&t. #$ t%" '%&rt t# :. (*" S &t(-&/&t. #$ t%" '%&rt t# :. 't./" 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5

Se +ion 8< Profi$e

Age@ AAAAAAAAAA 'ears

S+"+us@ )ingle

In a relations$ip

7arried

)eparatedBDi&orced

11( | P a g e

u4"+ion@ AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

1our "nnu"$ in o*e< lower t$an (C666 4(C661 E#u "+ion@

(C66131(C666

1(C66132(C666

2(C66133(C666

3(C66134(C666

7ore t$an

ndergrad"ate Degree

Postgrad"ate Degree

Ot$erAAAAAAAAAAAAAAAAAAAAAA

THAN, 1OU 2ER1 MUCH= I reall' appreciate 'o"r $elp.