Consumer Behavior
Introduction:
“If you are not a brand, you are a commodity.”- Philip Kotler
Clothing is identified as one of the basic necessities of life. However in the present era of globalization and the fast moving world, clothing is no longer considered as only a basic necessity rather they tend to add value to our personalities and give non verbal information regarding our backgrounds, lifestyles, attitudes, preferences and even represent our personal identity (Tam,K.K., p1)
The modern era of marketing has identified the importance of branding as one of the key elements to develop competitive advantage. With the rising technological development the products and services being produced are moving towards homogeneity in terms of product quality, distribution, cost of production restricting the companies to achieve the much required competitive edge. Hence there is a rising need for companies to focus on branding in order to be able to deliver superior experience and attract more and more customers. According to Moos, K.V., “ The symbolic values associated with brand names have become the basis for product differentiation with leading strategies attempting to emulate key factors that are conductive to key behaviors associated with consumer purchasing patterns”.(2005).
The clothing market across the world have seen a number of changes over the past decade with the emergence of a number of fashion brands in the industry and with the use of effective branding strategies have been successful in acquiring a share of the market . The companies identifying immense competition in the market look for niches in the market and have identified the youth population as a key segment of the market to appeal to and accordingly have developed integrated marketing strategies to attract the following segment of the market. The consumer buying behavior of clothing is effected by a number of factors including, fashion, comfort level , design , style and cut edge of the products, brand
“If you are not a brand, you are a commodity.”- Philip Kotler
Clothing is identified as one of the basic necessities of life. However in the present era of globalization and the fast moving world, clothing is no longer considered as only a basic necessity rather they tend to add value to our personalities and give non verbal information regarding our backgrounds, lifestyles, attitudes, preferences and even represent our personal identity (Tam,K.K., p1)
The modern era of marketing has identified the importance of branding as one of the key elements to develop competitive advantage. With the rising technological development the products and services being produced are moving towards homogeneity in terms of product quality, distribution, cost of production restricting the companies to achieve the much required competitive edge. Hence there is a rising need for companies to focus on branding in order to be able to deliver superior experience and attract more and more customers. According to Moos, K.V., “ The symbolic values associated with brand names have become the basis for product differentiation with leading strategies attempting to emulate key factors that are conductive to key behaviors associated with consumer purchasing patterns”.(2005).
The clothing market across the world have seen a number of changes over the past decade with the emergence of a number of fashion brands in the industry and with the use of effective branding strategies have been successful in acquiring a share of the market . The companies identifying immense competition in the market look for niches in the market and have identified the youth population as a key segment of the market to appeal to and accordingly have developed integrated marketing strategies to attract the following segment of the market. The consumer buying behavior of clothing is effected by a number of factors including, fashion, comfort level , design , style and cut edge of the products, brand
References: Fernandez,P.R.,(2009). Impact of Branding on Gen Y’s Choice of Clothing. Research Paper. Petaling Jaya,. MY. Tam, K.K., (2007). Effect of Brand Image on Consumer Purchasing Behaviour on Clothing: Comparison between China and the UK’s Consumers. UK. Retrieved from edissertations.nottingham.ac.uk/983/1/07MSClixkkt1.pdf, July 29, 2012 Cass,A.O.,& Choy, E., Studying Chinease Generation Y conusmer’s involvement in fashion clothing and their perceived brand status. Retrieved from http://wenku.baidu.com/view/ea4b334e2e3f5727a5e9627a.html July 29, 2012 Schiffman, L.G & Kanuk,L.L, (2007) . Consumer Behavior 9th Edition. (pp198-199)., New Delhi: India, Prentice –Hall of India Private Limited. Kotler, P., keller, K.L., koshy, A., Jha, M, (2011). Strategic Marketing 13th Edition. (pp. 205)., Dorling Kindersley (India) Pvt. Ltd. Pearson Education in South Asia. Information about shwapno and agora . retrieved from ----------------------- [pic] [pic]