Factors Affecting Consumers Behavior of Coventry University Students Towards Fast-Fashion Industry

Sari, Erini Junita; Hanifah, Hanifah

doi:10.2991/piceeba-18.2018.58

Cited by 2 publications

(1 citation statement)

References 19 publications

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“…On the other hand, several social scholars have argued that critique is a major cause of cultural loss of identity [49]. Simultaneously, marketers see it as an incentive to understand why customers choose international or local brands to sell their products accordingly to gain a larger global market share [50]. To summarise the statement, Kazakhstan clothing firms and their marketers, on the other hand, refuse to understand and identify significant patterns in customer buying decisions.…”

Section: Discussionmentioning

confidence: 99%

Influence of brand image and price on purchase decision on foreign clothing companies among working adults in Kazakhstan

Мамедов¹

2021

bulecon

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In today's globalized world, companies should follow on customers' needs related to purchasing decisions. There is a need to understand what specifically influences consumer behavior among working adults in Kazakhstan. Particularly, the research focused on such marketing tools as brand image and price. The main research objective of the study is to find out the impact of brand image and price on purchasing decisions. The research question is to see how brand image and price influence purchasing decisions. A quantitative method was used in this study that suits the nature of the research where data was collected by using a questionnaire in a target population (working adults in Nur-Sultan city, the capital city of Kazakhstan). In this quantitative study, 500 working adults were selected randomly for the survey, but only 408 people participated. The data collection involves the adults in the sample group the questionnaire. The findings of the study are analyzed using the SPSS software. The hypothesis testing was done with correlation. Also, research uses multivariate regression to analyze market behavior and purchasing decisions, the influence of the two predictors (price and brand image) is weighed against the mixture of the two outcome variables. The study provided important recommendations for the marketers and policymakers to improve the situation in the clothing industry among local companies. Marketers are recommended to focus more on advertising direction while such aspects as quality and price should be central as well. The study showed that foreign clothing companies easily take over the market share by establishing a strong marketing policy and concentrating on determinants of consumer behavior. In this situation, the local companies are recommended to adjust their business strategy accordingly by using some competitive advantages like logistics, location of raw materials, labor force, local policies, etc. Therefore, as the study is a contribution to marketing, especially in consumer behavior, it is recommended to make a more detailed study to understand and forecast purchasing behavior of customers.

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Section: Discussionmentioning

confidence: 99%

Influence of brand image and price on purchase decision on foreign clothing companies among working adults in Kazakhstan

Мамедов¹

2021

bulecon

View full text Add to dashboard Cite

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Is the Transition to Bioeconomy a Sustainable Solution in Fast-fashion Industry, Considering the Overconsumption? - Premises for Future Research

Ciornea

2020

Marketing – From Information to Decision Journal

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The main objective of the paper is to inquire if bioeconomy is a “saving” sustainable solution to major problems caused by fast-fashion industry - consumption of non-renewable and scarce natural resources, waste generation, pollution - in the actual conditions of overconsumption and consumption intensification due to accelerated increase of global population. A closer look reveals that not only that fast-fashion industry is not bridging the gap to sustainability, but also that its transit to bioeconomy (which is the main alternative proposed by global organisms to increase sustainability) may deepen the global issues wanted to be solved, if the current business models are maintained. Insides evidence that individual overconsumption outpaces the fast-fashion industry’s efforts to create a sustainable bio-economic system, thus is imperative to redesign the business models to use less important natural resources and to reduce the environmental impact, while in parallel discourage the overconsumption. Consequently, fast-fashion business models need to have a sustainable holistic approach and incorporate sustainable measures, which are able to shift the consumer behaviour from overconsumption to sustainable choices, in their marketing objectives, strategies and actions. Based on the findings, premises for future research were proposed.

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Factors Affecting Consumers Behavior of Coventry University Students Towards Fast-Fashion Industry

Cited by 2 publications

References 19 publications

Influence of brand image and price on purchase decision on foreign clothing companies among working adults in Kazakhstan

Influence of brand image and price on purchase decision on foreign clothing companies among working adults in Kazakhstan

Is the Transition to Bioeconomy a Sustainable Solution in Fast-fashion Industry, Considering the Overconsumption? - Premises for Future Research

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