Exploring consumer purchasing behaviour in lifestyle apparels

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Jaryal, Arun
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MBA in Business Management
Dublin Business School
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Purpose: This dissertation evidences the influence of variables like Price, Quality, Family, Brand Personality, Social Status, Uniqueness and In-Store Stimuli has on consumer behaviour while purchasing lifestyle apparels. Consumption of lifestyle apparels is based on expression of ones activities, interest and opinions, which are susceptible to influences. Marketers seek constantly to develop a strategic fit between their market offering and changing market opportunities, but achieving this harmonious balance is easier said than done, as buying remains complex and motivations unclear. The overall aim of this study is to highlight the variables most capable of affecting the consumer behaviour. Considering the influence of these factors on consumers behaviour while designing strategies on lifestyle apparels, can nurture effective future strategic planning. Design/methodology/approach: A questionnaire survey was administered to a non-probability sample of 106 consumers. Using the consumer behaviour as a dependable variable and Price, Quality, Family, Brand Personality, Social Status, Uniqueness and In-Store Stimuli as independent variables, correlation and regression analyses were performed in conjunction with ANOVA, F-test and t-test, so to be able to approve or disapprove if null hypothesis is true. Findings: The results were significant at p < .05 suggest that the independent variables such as Price, Quality, Family, Brand Personality, Social Status, Uniqueness and In-Store Stimuli were highly correlated and were likely to significantly predict consumer behaviour while purchasing lifestyle apparels in regression, with Quality accounting for highest variance caused and family accounting for least variance caused, point out that hedonic effect are prevalent along with cause of perfectionism as consumer shopping lifestyle apparels behaviour demonstrate prestige seeking behaviour. Originality/Value: The results of this study might interest consumer behaviour researchers and those firms involved in lifestyle apparels, as this dissertation provides in detail the importance of the personal, societal and situational factors that influence consumer buying behaviour in lifestyle apparels. Further research is needed to detail the influence of sub variables in each of the major category of independent variables. Author keywords: Marketing, consumer behaviour, lifestyle apparels