Theories on Consumer Behaviour, Marketing and the Dress.
Fashion is a billion-dollar industry and a lot of marketers are becoming more and more aware of the psychology behind people’s behaviour and influences that affect the individual dress choices on both personal and social level. A lot of research has been done the past years on consumer buying behaviour, especially in fashion as clothing is one of the most visible forms of consumption and affects people’s behaviour.
" Clothing is also very important in the understanding of self and others, of people’s daily behaviour and their decisions."
Marketing and Consumer Behaviour
There are three stages of the consumption process involving consumer’s and marketer’s perspectives: pre-purchase issues, purchase issues, and post-purchase issues. From these stages can be claimed that in general, the understanding of consumers is a very important marketing technique for businesses. A lot of research has been done on the buyer’s behaviour in fashion, as it is one of the most noticeable usages of consumption and as the global retail industry grows more and more over the past years. Today consumers purchase a variety of clothing products and services not only in brick-and-mortar stores but also via online web sites, as well other venues like social media. Furthermore, there are other factors that are going to be stated in the next sections, that influence people’s behaviour and are playing a big role over an individual’s consumption.
Dress and Social Groups
The main meaning of studying the dress in social psychology regards the dress is an adornment in the larger context of appearance in people’s behaviour in a broad way. Dressing the body itself is a behaviour that people usually learn from their family in a younger age, and as they grow older are becoming able to evaluate the end result in personal and social interactions such as body language, physical and social skills. Previous studies have shown that in general, social values are strongly associated with a high need for affiliation and group identification and have a greater emphasis on both the utilitarian as also the display features of clothing such as style and brand name.
"Culture represents the personality of a society."
To close this article...
As consumers require a greater recognition for diversity on the market, brands need to recognise and capture the dynamics of using different cultures both from national and international borders. The study of consumers behaviour, especially in fashion can help in various ways not only the person but also the industry and it can never be perceived of minimum importance.
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