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A Study of Thai Consumers behavior towards fashion Clothing

Author

Apawan Lerkpollakarn,

Dr. Ardiporn KhemarangsanInternational Business Program,

Silpakorn University International College

Abstract

The research aimed to reveal real behavior of consumers in fashion clothing

according to the four main factors between men and women consumers to find out

factors which one will impact them the most before make buying-decision. The four

main factors are Physical, Identity, Lifestyle and Store environment. Accordingly, a

wide variety of general stores, department stores and small retail outlets, in the area of

Bangkok, Thailand were selected as the context for this field study. As a consequence,

the results of this study indicate that female have a positive impact to physical factor,identity factor, lifestyle factor and store environment factor in buying behavior for

fashion and impulse easier to buy clothing than men. However, there is a clear

evidence to suggest that women and men will consider the price before buying the

garment in the same proportion. The sample size was relatively too small (female =

25 and Male = 25) when compare to the population number in Bangkok. Thus, future

research should be a bigger sample and tested in other cultures is needed to enhance

the generalizability of the findings.

Keywords Buying behavior, Consumer behavior, clothing, fashion

Introduction

For many years fashion has been an area of interest in consumer research.

Fashion is a driving force that shapes the way we liveit influences apparel,

hairstyles, art, food, cosmetics, cars, music, toys, furniture, and many other aspects of

our daily lives that we often take for granted. (SOLOMON Michael R., RABOLT

Nancy J.,2002) Fashion is a major component of popular culture that is always

changing. With a solid base in social science, and in economic and marketing

researches about consumer behavior towards fashion, they provides a comprehensive

analysis of today's fashion consumer. Up-to-date, thought-provoking information is

presented in an engaging everyday context that helps students, business people and

scholars understand how fashion shapes the everyday world of consumers. Nowadays,in addition to the basic functions, clothes can also serve as fashion items, which can

tell how significant an individual is, express the status an individual has and what

their personal image is like (OCass, 2000). Thus, clothing can help represent our

personal identity. Consumer behavior towards fashion clothing affects all aspects of

the fashion industry, design, production, and merchandising and promotion at all

levels, as much as it affects retailing. (P. M. Rath, 2008.) Accordingly, there are many

research examines the factors that result from consumer behavior towards fashion for

making a purchase decision. The results indicate that fashion involvement is

significantly affected by a consumers degree of materialism, gender, age and their

identities such as mood, color, boldness, taste, sensuality, beauty, attraction to

particular clothes, detachment, personal style, elegance and celebrity influence.Physical factors are directly affect to fashion consumption such as health, comfort,

The 2nd national and International Graduate Study Conference 2012

Graduate School of Silpakorn University 15

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fabric, body shape, balance/fit, body exposure, climate, functionality, seasonality and

the culture. Further, it was found that fashion consumer behavior involves in fashion

knowledge that they concerns about brand image, store loyalty, perceived value,purchase frequency, money spent, and price consciousness. Moreover, the results

indicate that lifestyles influenced consumer confidence in making purchase decisions

about fashion such as exclusivity, easy of care, profession, durability, moral,

conventions, welfare, quality, versatility, brand, price, age appearance. (Maria Alice

V. Rocha, 2005). Lastly, StoreEnvironment also being a factor that affects consumer

behavior. An effective mall shopping environment may impact the shopping

experience and influence consumers to exhibit more approach behavior, to stay longer

and spend money in the mall. (Stoel et al., 2004) The importance of consumer

behavior towards fashion clothing has inspired many marketing scholars and

practitioners to begin researching the concept of fashion clothing Under this

concept, both inner and outer factors are regarded as valuable assets which can helpthe companies generate lucrative revenues. Many questionnaires have been done to be

attach to possessions at both a theoretical and practical level in understanding

consumer behavior related to fashion clothing. This is important because fashion

clothing has both important economic and social significance in many societies. As

per one of the fashionist said we are what we wear. In reality, we are who our

clothes allow us to be. (Aron OCass, 2002). In this paper, the concept of consumer

behavior decision making to clothes would be utilized as a theoretical framework,

which would be illustrated in the following chapters.

Literature review

Clothing, as a matter of fact, is a kind of necessity that helps keep our bodies

warm. Human beings cannot live without the protection from clothes in adverse

conditions and this signifies how important clothing is for us. Nowadays, in addition

to the basic functions, clothes can also serve as fashion items, which can tell how

significant an individual is, express the status an individual has and what their

personal image is like (OCass, 2000). Thus, clothing can help represent our personal

identity.Shopping for clothes is one of the popular pastimes among people from all

ages, different genders and cultural backgrounds. According to the proliferation of

design and image in the clothing sector, consumers need to take serious consideration

during the buying processes. As mentioned by Rayport and Jaworski (2003), thepurchasing processes can be divided into three stages, namely pre-purchase, purchase

and post-purchase. Each stage is of equal importance that can alter the consumer

buying decision. Once consumers make a purchased decision, consumers may need to

recognize their personal needs, read product information, decide which and where to

buy, determine whether to buy again from the same retailer, choose the buying modes,

show satisfaction to the services or product quality and finally be loyal to the brand.

These highlight the complication of buying processes and the potential impact a

fashion clothing could impose in between them.

Consumer behaviour refers to the activities in which people acquire, consume

and dispose products and services (Blackwell et al., 2001). This paper of Consumer

behavior towards fashion clothing research is the scientific study of the factors thatconsumers use to select, secure, use and dispose of products and services that satisfy



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their needs. Firms can satisfy those needs only to the extent that they understand their

customers. The main objective of this research is to study the factors both inner and

outer that results from consumers towards clothes while they go shopping. Also, thepaper intend to study the consumer buying behavior in a context of fashion with a

special highlighting on the differences among male and female consumers and also on

the clothes attributes image and lifestyles. To attain this a survey was contribute

across shopping people in Thailand both women and men especially in terms of which

factors influence them the most between; Physical, Identity, Lifestyle and Store

environment.

Consumer Buying Behavior

There are several factors found in literature to justify the buying behavior of

consumers. The main factors influencing the buying behavior of consumers are thefollowing: Physical, Identity, Lifestyle and Store Environment.

Physical

The physiological factors relate to physical protection, commodity and

environment among people such as body shape, balance, comfort, functionality and

the culture. Body shapes as an important factor for customer deciding to buy a

product. The physical change and deterioration of the body shape has to be addressed

to ensure that the garments have appropriate fit for them and features are balanced to

their body which is basically show to customer choose in the garment shop for SS, S,

M, L, XL or XXL. For example, children, as they are in the process of growing up,they need garments suitable to their age and physical development (McNeal and Yeh,

1996).

Product comfort is an important attribute, as consumers wish comfortable

products to satisfy certain specific needs. The usefulness is also a factor that

consumers have in mind when buying garments, because, for example, if they buy a

garment that combines with those of their wardrobes, and they make their choices also

considering aspects such as durability and easy care. The product novelty is a factor

that fashion followers have into consideration, in each season they renew their

wardrobes, and they look for innovation in their wearing way.

Culture is the most basic cause of a person's wants and behavior. Human

behavior is largely learned. Growing up in a society, a child learns basic values,perceptions, wants, and behaviors from the family and other important institutions. A

person normally learns or is exposed to the following values: achievement and

success, activity and involvement, efficiency and practicality, progress, material

comfort, individualism, freedom, humanitarianism, youthfulness, and fitness and

health. Every group or society has a culture, and cultural influences on buying

behavior may vary greatly from country to country. (Asifo Shah, 2010.) For example,

a culture in Thai, People will wear Thai dress like Sabai and Jong-kra-ben in an

official Thai Style custom. In Japan, culture will dress Kimono as Japanese traditional

garment. And the Hanbok, semi-formal or formal wear during traditional festivals and

celebrations in Korea. (Wikipedia, 2011.)



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Identity

Concerning Identity factors, these play a strong influence on consumers

behavior in fashion clothing, as some of them choose a product simply by reliance,mood, personal style, celebrities influence or even brand image.

Fashion is based on mood and emotions as being aesthetically beautiful,

conquering others, the emotional factors being on the basis of consumer's feelings and

emotions. The wish to be involved with fashion is an emotional factor that leads

consumers to buy fashion clothes, as they want them to be modern and attractive.

Often, the purchase of fashion clothes is not done by need but for pleasure. According

to Tay (2008), the behaviour of the modern consumer lies on looking for pleasure

with the consumption experience itself. Frequently, people looks for new stimuli, new

sensations and, as pleasure is subjective and personal, consumption is thus oriented by

the individual themself. For example, people will have an opportunity to spend money

for clothing when they feel good or satisfied with it. (EunJoo Park, 2006.)Personality is another personal factor that influences purchasing, since

every consumer has a different personality. Factors such as self-confidence, domain

of himself, good fellowship and autonomy, define the individuals personality and,

consequently, different purchasing processes. (VIGNALI, 2011) Each person's

distinct personality influences his or her buying behavior. Personality refers to the

unique psychological characteristics that lead to relatively consistent and lasting

responses to one's own environment. It is usually described in terms of traits such as

self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and

aggressiveness. The basic self-concept premise is that people's possessions contribute

to and reflect their personality; that is, "we are what we have." Accordingly,

Personality can be useful in analyzing consumer behavior for certain product or brand

choices. For example, clothing marketers have discovered that shopping people tend

to be high on sociability. Thus, to attract customers, Clothing brand create the

products and accessories in which people can suit their garment and socialize over a

party such as necklace, earrings, bag or shoes etc.

Mass media (TV, movies, magazines, internet) pervade the everyday lives of

people living in every societies, and undoubtedly one of the effects of such media

saturation is the pervasive transmission of celebrity ideals. More recently, advertisers

have begun attempting to quantify and qualify the use of celebrities in their marketing

campaigns by evaluating their awareness, appeal, and relevance to a brand's image

and the celebrity's influence on consumer buying behavior. From fashion trends to theway their dress, the attractiveness of a celebrity's lifestyle can be the important factor

that influence people's beliefs, interests and behaviors to follow the trend of fashion

clothing. In example, celebrities have become the trendsetters in fashion. From red

carpet award shows to celebrity gossip magazines, media coverage of "who" a

celebrity is wearing can influence a person's decision to buy the latest designer

clothing and accessories.

Brand is a powerful tool to attract more consumers to buy particular products,

especially clothing. Some may even regarded it as equity as it can add values to the

products. With a well-known brand name, consumers would appear to be more likely

to purchase the products in much higher prices. As far as the same level of product

quality is concerned, consumers would prefer buying brand-name products (Bello andHolbrook, 1995). Several brands, under the influence of globalization and concerted



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efforts from media advertising, have become popular not only in their country of

origin, but also in other markets with high potential. Having a strong and remarkable

brand image could help establish an identity in marketplace (Aaker, 1996), widen theprofit margins, encourage greater intermediary co-operation as well as increase the

chance for further brand extension (Delgado-Ballester and Munuera-Aleman, 2005).

In accordance with Delong et al. (2004), consumers appear to rely on the brand image

as long as they have little knowledge about the brand. Successful branding could

make consumers aware of the presence of the brand and hence could increase the

chance of buying the companys products and services (Doyle, 1999).

Lifestyle

The way of life is another factor that influences the consumer buying

behavior, as a given garment is intended to a given life style. Consumers frequentlychoose certain kinds of products, services and activities since these are associated to a

certain life style such as profession, quality, and price.

Occupation also influences garment purchasing decision. It can be related to

each person possesses different roles and status in the society depending upon the

groups, clubs, family, organization etc. to which they belongs. For example a woman

is working in an organization as finance manager. Now she is playing two roles, one

of finance manager and other of mother. Therefore her buying decisions will be

influenced by her role and status. As a manager of an organization, she will try to

purchase business suits, whereas while at home she will purchase informal garments

like t-shirt.

Quality of clothing is considered as the main factors of consumer towardsbuying decision. The consumer will look at the quality and durability of products that

it can be used in a long time and appropriate to a price or not. The design is also an

important motivation for purchasing and consumption of fashion, since, in a garment,

consumers give more and more relevance to aesthetical appearance, like the line and

look, among many others. The characteristics or attributes of fashion products also

influence purchasing, since they interfere on the value, style and quality of product.

(Hong et al.,2002; Wickliffe and Psysarchik, 2001).

Price is a factor that influences a lot the purchase of a product since consumers

consider a better product the one with better price (Hanf and Wersebe, 1994). The

acceptance of a product is reached when there is equilibrium between value and price

that the consumer is willing to pay for it. In general, the consumer considers a lowprice product the one that is outdated or with low quality. However, financial capacity

is evidently a factor that influences the purchasing process, as the higher it is, the

higher the acquisition power and garment consumption. In other words, demographic

factors, age, monthly income, living place, marital status, professional situation ally

make an individual to choose certain brands or stores, instead of others (Paulins and

Geisteld, 2003). For example, If the income and savings of a customer is high then

they will purchase more expensive clothes and consider to a brand. On the other hand,

a person with low income and savings will purchase inexpensive clothes and neglect

to an image of brand.



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Store Environment

Store Environment is an important factor that influencing fashion shopper to

decide in buying the garments. Shoppers perceptions of a store environment may alsohave an impact ontheir mood while shopping (Chebat and Michon, 2003). Perception

of the mall environment has been found to be an antecedent to arousal (Baker et al.,

1994). Darden et al. (1983) suggest that shoppers attitude towards a mall

environment may be more important in influencing affective response than attitude

towards a product. An effective mall shopping environment may increase shopping

value and induce consumers to exhibit increased approach behaviors and staying

longer in the mall (Stoel et al., 2004). Moreover, the consumer tend to be like store

where locate near the house which is their behavior willlead to a high store loyalty,

because consumers tend to minimize the time of shopping, hence they return to the

shop they know best, where they are most likely to find the exact product they are

looking for.Mall operators and retailers are recognizing more and more the positive

impact of the environment on shopping behavior (Laroche et al., 2005; Stoel et al.,

2004). A store environment can be an important basis for consumers evaluation of

the products (Baker et al., 1994). Research suggest that ambient cues (physical

aspects of store environment, such as lighting, music, color, and display, etc.) and

social cues (the perception of crowding and friendliness of employees) are important

atmospheric factors that influence consumers affective states in the store

environment, which in turn, impact their shopping and purchasing behavior (Baker et

al., 1992; Turley and Milliman, 2000). Further, consumers perceptions of the store

environment influenced their perceptions of product quality. The studies suggest that

consumers mall perceptions influence their evaluations of the products available at

the mall. (Chebat and Michon, 2003) Moreover, Fashion shopper will have positive

behavior to buy the garment in the department store, if there are good promotions and

the discount period from the stores take place.

Research Methodology

With a view to finding out the underlying principles of certain phenomenon,

research is required. In terms of the science of knowledge acquisition, epistemology is

about the science of knowing, whereas methodology is acknowledged to be the

science of finding out (Babbie, 2004). During the course of consumer behavior

towards fashion clothing research, data are gathered, recorded and analyzed in asystematic and objective manner so as to apprehend and foresee how consumers feel,

think and behave (Arnould et al., 2004).

In general, there are two types of research methods, namely qualitative and

quantitative research. Each of them encompasses a variety of approaches, which are

determined on the kinds of data being collected. This chapter aims at discussing the

research setting, and the collection and measurement of the data.



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Research Setting

Methodology

Different research methods should be adopted based on the nature of thisresearch. This dissertation aims at finding out consumer purchasing behavior on

clothing in which their beliefs, opinions and attitudes towards the 4 main factors are

investigated. As far as the description and explanation of factors are concerned,

quantitative research focuses on analyzing numerical data whereas qualitative

research deals with meanings, examining the attitudes, feelings and motivations of

people (Babbie, 2004; Dey, 1993). Hence, quantitative research is more suitable in

terms of analyze data based on representative samples from a large population in this

research.Moreover, quantitative analysis is stronger than qualitative analysis in that it

can persuade readers with large-scale, numeric data.

Questionnaires form are chosen as the data collection methods. Questionnaire

survey was employed as the tool to collect primary information of consumers buyingbehavior towards clothing choice in factors.

The aim of survey was to obtain information about the influence by the above

mentioned factors at the purchase decision making on consumers towards fashion

clothing. The surveyed factors were: Physical, Identity, Lifestyle and Store

Environment. The measurement will be generate into 5 levels as follows; Very high =

5, High =4, Moderate=3, Low=2, Very low=1

Sampling

The 50 consumers, who shop in general stores, departmental stores, boutiques,

shopping malls, small retail etc, both male and female in the area of siamsquare and

paragon.

Siamsquare and Paragon are the main area of shopping center located in the

heart of Bangkok. Many people come to look for what they need about Fashion

especially clothes and accessories. According to the research are focused on consumer

who have a sense of buying fashion clothing, so Siamsquare is a best place to collect

the information.

A structured questionnaire which consists of 2 sections. The first one is asked

about personal information such as Gender, age, occupation and income and the

second one is asking consumer to rate level of buying behavior towards fashionclothing in four main factors.

Questionnaires were distributed to many careers such as student, business

owner, office workers, freelance and etc. And the Age will be divide into 4 groups

between less than 15, between 15-25, between 25-35 and More than 35.

Hypotheses

Based on literature survey the following hypotheses have been derived:

H.1) Woman will consider body shape before buying a garment than men.

H.2) Women are easily affected by fashion trends and celebrities than men.



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H.3) Both men and women will consider the price before buying the garment in the

same proportion.

H.4) Women will usually go to the department store when it is on sales period thanmen.

Data Analysis and Hypothesis Testing

H.1 Woman will consider body shape before buying a garment than men.The data presented in table below shows results extracted on the one way Anova to

find significant between the Independent variables and the dependent variable

ANOVAANOVAANOVAANOVA

Sum of

Squares df Mean Square F Sig.

Q1.1 Between

Groups23.120 1 23.120 80.651 .000

Within

Groups13.760 48 .287

Total 36.880 49

Q1.2 Between

Groups13.520 1 13.520 29.498 .000

Within

Groups22.000 48 .458

Total 35.520 49

Q1.3 BetweenGroups 20.480 1 20.480 35.109 .000

Within

Groups28.000 48 .583

Total 48.480 49

After run One Way ANOVA. The results of gender, all of them are significant. It

denote that the difference gender are affect to the consumer buying behavior in

fashion clothing, which questioned gender-related differences for each of the four

factors components of buying behavior.

The first test, for buying fashion clothing spontaneously, was significant at the .000.Women were more likely to buy fashion clothing by considering their body shape

spontaneously (10 people) compared to men (0 people).

The result of the second test, to determine whether a significant gender difference in

term of Before buying a garment do you just if it will suit on you or not?. It seem

that women more extremely buying a garment after just that it suit or not (8 people)

compare to men (0 people)

The result of the third test, to determine whether a significant gender difference

existed between men and women in term of consumer had bought clothes out of

impulse and later regretted. The score is Women (9 people) are more had experience

to bought clothes out of impulse and later regretted than men (0 people).

For more comparison information (See Table below.)



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GENDER * Q1.1 CGENDER * Q1.1 CGENDER * Q1.1 CGENDER * Q1.1 Crosstabulationrosstabulationrosstabulationrosstabulation

Count

Q1.1

Total2 3 4 5

GENDE

R

1 3 19 3 0 25

2 0 1 14 10 25

Total 3 20 17 10 50

GENDER * Q1.2 CrosstabulationGENDER * Q1.2 CrosstabulationGENDER * Q1.2 CrosstabulationGENDER * Q1.2 Crosstabulation

Count

Q1.2

Total2 3 4 5

GENDE

R

1 4 14 7 0 25

2 0 4 13 8 25

Total

4 18 20 8 50

GENDER *GENDER *GENDER *GENDER * Q1.3 CrosstabulationQ1.3 CrosstabulationQ1.3 CrosstabulationQ1.3 Crosstabulation

Count

Q1.3

Total1 2 3 4 5

GENDE

R

1 1 6 13 5 0 25

2 0 0 5 11 9 25

Total 1 6 18 16 9 50

* This overall result showed that for the Physical factors women were more likely to

affected than men. Likewise in our Hypothesis, Woman will consider body shape

before buying a garment than men.

H.2) Women are easily affected by fashion trends and celebrities than men.



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Sum of


Q2.1 Between

Groups30.420 1 30.420 31.200 .000

Within

Groups46.800 48 .975

Total 77.220 49

Q2.2 Between

Groups3.380 1 3.380 3.770 .058

Within

Groups43.040 48 .897

Total 46.420 49

Q2.3 Between

Groups9.680 1 9.680 9.794 .003

Within

Groups47.440 48 .988

Total 57.120 49

Q2.4 Between

Groups18.000 1 18.000 28.800 .000

Within

Groups30.000 48 .625

Total 48.000 49

Q2.5 Between

Groups32.000 1 32.000 30.769 .000

Within

Groups49.920 48 1.040

Total 81.920 49

After run One Way ANOVA. The results of gender, all of them are significant.

It denotes that the difference gender are affect to the consumer buying behavior in

fashion clothing, which questioned gender-related differences for each of the four

factors components of buying behavior.The first test, for buying fashion clothing spontaneously, was significant at the

.000. Women were more likely to buy fashion clothing by affected from celebrities

and models (9 people ) compared to men (1 people).

The result of the second test, to determine whether a significant gender difference in

term of Fashion to you is: A way to express inner self. It seem that women are

seem to think that fashion can express her inner self than men compare to 6 women

and 2 men in the level of very high(5).

The result of the third test, to determine consumer between men and women that how

much they care about using brands. The score is Women (6 people) are consider using

brand for clothing than men (12 people) in the level of high(4)

The result of the fourth test, to determine whether a significant gender difference in

term of I easier to buy things when I am feeling good. It seem that women are seem



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to think that they will easier to buy clothes when they are feeling good than men

compare to 7 women and 0 men in the level of very high(5).

The result of fifth test, to determine consumer between men and women that howmuch they follow the fashion trend from Magazines and TV shows. The score is

Women (7 people) are follow fashion trend from Magazines and TV shows than men

(0 people) in the level of very high(5).

For more comparison information (See Table below)


Count

Q2.1

Total1 2 3 4 5GENDE

R

1 4 8 9 3 1 25

2 1 0 3 12 9 25

Total 5 8 12 15 10 50

GENDER * Q2.2 CrosstabulatioGENDER * Q2.2 CrosstabulatioGENDER * Q2.2 CrosstabulatioGENDER * Q2.2 Crosstabulationnnn

Count

Q2.2

Total1 2 3 4 5

GENDE

R

1 0 5 12 6 2 25

2 1 1 8 9 6 25

Total 1 6 20 15 8 50


Count

Q2.3

Total1 2 3 4 5

GENDE

R

1 2 9 7 6 1 25

2 1 1 7 12 4 25

Total 3 10 14 18 5 50



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GENDER * Q2.4GENDER * Q2.4GENDER * Q2.4GENDER * Q2.4 CrosstabulationCrosstabulationCrosstabulationCrosstabulation

Count

Q2.4

Total1 2 3 4 5

GENDE

R

1 1 8 11 5 0 25

2 0 0 7 11 7 25

Total 1 8 18 16 7 50


Count

Q2.5

Total1 2 3 4 5

GENDE

R

1 7 8 7 3 0 25

2 1 1 6 10 7 25

Total 8 9 13 13 7 50

* This overall result showed that for the Identity factors women more likely to looked

at their Identity will be support them to buying the garment than men. Likewise in

our Hypothesis, Women are easily affected by fashion trends and celebrities than

men.

H.3 Both men and women will consider the price before buying the garment in the

same proportion.



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Sum of


Q3.1 Between

Groups8.000 1 8.000 13.714 .001

Within

Groups28.000 48 .583

Total 36.000 49

Q3.2 Between

Groups12.500 1 12.500 33.186 .000

Within

Groups18.080 48 .377

Total 30.580 49

Q3.3 Between

Groups10.580 1 10.580 27.842 .000

Within

Groups18.240 48 .380

Total 28.820 49

Q3.4 Between

Groups8.000 1 8.000 24.121 .000

Within

Groups15.920 48 .332

Total 23.920 49

Q3.5 Between

Groups.000 1 .000 .000 1.000

Within

Groups11.280 48 .235

Total 11.280 49

After run One Way ANOVA. The results of gender, from the test 1 to 4 are

significant. It denote that the difference gender are affect to the consumer buying

behavior in fashion clothing, which questioned gender-related differences for each of

the four factors components of buying behavior.However, the fifth test is not significant in rate 1.000. As per the question that

Did you attend any kind of fashion show recently? It is shown that consumer will

not follow the fashion clothing trend from any kind of fashion show. The others

interesting factors to affect consumer to buy fashion clothing will be clear from others

factors like Magazines, celebrities and clothing brand instead.

The first test, for buying fashion clothing spontaneously, was significant at the

.001. Women will have rate of fashion sense than men between 6 women and 1 men

are rate themselves in very high level.

The result of the second test, to determine whether a significant gender

difference in term of Do you buy accessories, shoes, and make up matching up to

your clothes? It seem that women are seem to think that they will match up



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accessories, shoes, and make up to suit the clothes that they are going to buy than men

compare to 10 women and 0 men in the level of very high(5).

The result of the third test, to determine consumer between men and womenthat when they buy clothes how much they will consider the quality and durability

than sense of favor. The score is Women (11 people) are consider the quality and

durability than sense of favor before they buy clothes than men (0 people) in the level

of very high(5).

The result of the fourth test, to determine the consumer between men and

women that when they buy clothes, they always consider the prices in the same

proportion between to 14 women and 15 men in the level of high(4).

For more comparison information (See Table below.)


Count

Q3.1

Total2 3 4 5

GENDE

R

1 4 13 7 1 25

2 1 4 14 6 25

Total 5 17 21 7 50


Count

Q3.2

Total2 3 4 5

GENDE

R

1 0 18 7 0 25

2 1 1 13 10 25

Total 1 19 20 10 50


Count

Q3.3

Total2 3 4 5

GENDE

R

1 2 9 14 0 25

2 0 1 13 11 25

Total 2 10 27 11 50



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Count

Q3.4

Total2 3 4 5

GENDE

R

1 1 8 15 1 25

2 0 0 14 11 25

Total 1 8 29 12 50

* This overall result showed that for the Lifestyle factors women more likely to have

the Lifestyle in regular that will be support them to buying the garment easily than

men. Likewise in our Hypothesis, both men and women will consider the price

before buying the garment in the same proportion.

H.4 Women will usually go to the department store when it is on sales period than

men.


Sum of


Q4.1 Between

Groups1.280 1 1.280 2.743 .104

Within

Groups22.400 48 .467

Total 23.680 49

Q4.2 BetweenGroups

3.380 1 3.380 9.303 .004

Within

Groups17.440 48 .363

Total 20.820 49

Q4.3 Between

Groups.720 1 .720 1.763 .190

Within

Groups19.600 48 .408

Total 20.320 49



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After run One Way ANOVA. The results of gender, from the test 2 only is significant

.004. It denote that only store environment that have a period of on sales available

will affect the consumer buying decision for fashion clothing.However, the first and third test is not significant in rate .104 and .190.

As per the first test that Do you usually go to shopping or buy clothes at the nearest

department store to your house? It is shown that consumer behavior towards fashion

clothing will not affect from store environment factor. In the same way, the fifth test

I like to go this store because the staffs are very knowledgeable about fashion and

they are warm welcome. also indicate that the staffs from the clothing store will not

impact to buying behavior towards fashion clothing from consumers

Results and Recommendations

Based on the survey results and theoretical comparative literature review,

companies need to be aware of the implications of Physical, Identity and Lifestyle in

fashion consumer choice. There is a clear evidence to suggest that women and men

will consider the price before buying the garment in the same proportion. Moreover,

women will tend to follow the fashion trend from celebrities and magazines which isaffect to the buying behavior towards fashion clothing.

This provides opportunities and challenges for fashion business to focus on the

TV. and while celebrities express to the public. Commonly called "testimonials," or

"celebrity endorsements," this technique of persuasion says that consumers relate to

the person(s) appearing in the ad: if the celebrity/athlete/star uses the product, then it

must be good, so I will purchase/use it too. (McREL, 2010.)

Moreover, the internet shopping is gaining its popularity among consumers nowadays.

So, it will be a good chance for clothing company and organization to try and open

shopping online for clothing. And this topic should be a good choice for further

research.

Limitation of the research

During the course of research, several limitations were found to hinder the

overall accuracy of the findings. There are three limitations regarding the sampling

method, time and also language skills.

As far as sampling method is concerned, quantitative research can not providerepresentative samples or any comments from the target population. Many Students

were used as the subjects for investigation and they tend to be more susceptible to the

views, ideas and products of other cultures than older people, having a propensity of

getting deviated results.

In terms of time, since Questionnaire were chosen to be the method of data

collection, the number of samples questions is limited and the target population will

not have much time to realize all questions and then answer with carefully.

Finally, the responses from the target population to questionnaire can be

subjected to researchers effects like language skills. For example, somebody cannot

understand English in some words and sentences. During the interviews, the

characteristics of the interviewers, for instances reading skills, gender and age, will

have an effect on the interviewees willingness to participate and their nature of



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answers. In addition, interviewers questioning skill is also one of the determinants for

answer accuracy.

Recommendations for further research

Although the findings from this research are interesting and useful as one may

think, there are several limitations as mentioned in the previous section. It is

important to make improvement in the further research to provide more fruitful and

representative findings.

More factors should be questioned in the questionnaire. More samples should

be asked to collect as much data as the researcher can. This could provide much more

conclusive results. Besides, other kinds of research methods such as focus group and

even some qualitative research methods could be used like interview the target group

so as to provide findings from different perspectives.Further research could also be done on comparisons between some other

countries consumers in which they are found to have significant impact on consumer

behavior.

References

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The effect on brand choice. European Journal of Marketing, 39 (1), 54-70.

Bruce M., Daly L. (2006), Buyer behavior for fast fashion. Journal of Fashion

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Carpenter, J. M., Fairhurst, A. (2005), Consumer shopping value, satisfaction, and

loyalty for retail apparel brands. Journal of Fashion Marketing and Management, 9

(3), 256-269.

Dholakia, R. R. (1999), Going shopping: Key determinants of shopping behaviors and

motivations. International Journal of Retail & Distribution Management, 27 (4), 154-

165.

Corstjens, M. & Lal, R. (2000), Building store loyalty through store brands. Journal of

Marketing Research , 37 281-291.

Judith C. Forney, Eun Joo Park, Lynn Brandon (2005), Effects of evaluative criteria

on fashion brand extension. Journal of Fashion Marketing and Management Vol. 9

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Lamb, J. and Kallal, M. (1992), A conceptual framework for apparel design,

Clothing and Textiles Research Journal, Vol. 10 No. 2, pp. 42-7.

O'Cass, A. (2002). An assessment of consumers product, purchase decision,

advertising and consumption involvement in fashion clothing. Journal of Economic

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Rocha V., Hawkins D. (2005), Age, gender and national factors in fashion

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How Do Celebrities Influence People? Christina Shaffer, eHow Contributor.

Retrieved from http://www.ehow.com/about_6675427_do-celebrities-influence-people_.html

Celebrities in Advertising. Retrieved from

http://www.frankwbaker.com/celebrityads.htm



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