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THE ROLE OF MARKETING AND SOCIAL FACTORS

IN

INFLUENCING THE CHOICE OF MALE CLOTHES

SAAD KHAN

Student I.D.

UWIC

University of Wales, Cardiff Institute

MBA DISSERTATION

Supervisor: Prof. Dr. Olga Mourouti.

2t!of Ma" # 2$%$

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ABSTRACT

The aim of the study was to investigate about the marketing and social factors that affect the

consumer buying behavior and how these factors can be used by the marketer or researcher for

better profitability and better understanding of the consumer psychology, respectively.

In order to achieve that aim questionnaire were distributed among The sample for this research

will be based on one hundred and fifty youngsters ranging from ages of 17- ! years and

belonging to upper middle and upper class. "hopkeepers of different shop at different location,

"upplier of the clothings and the demand forecasters and Trend setters and the fashion people.

The research was consisted of many theories and analysis of those factors that actually affect the

consumer buying decisions, it have been seen through out the research that males and females

have totally different buying behavior.

It have been concluded through the research that in this world of marketing social factor have not

loosen its importance. #nd females are still influenced more through social factors than any

other factors, so the marketer can easily target their female customer through this factors, where

as if it comes to male then the focus should be more on marketing factors.

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ACKNOWLEDGEMENS

&irst of all I 'ant to t!an( A)MI*+T, A))A+ to give -e (no'ledge and 'isdo-. It too( -e four

-ont!s to finis! t!is dissertation and during t!at ti-e I reeived support fro- -an" people.

&irst of all/ I 'ould li(e to t!an( Prof. Dr. Olga Mourouti for !er ontinuing support and

supervision. +er devotion to -ar(eting aade-" is inspiring. +er ritial re-ar(s and

suggestions 0roug!t out t!e 0est in -e. I also en1o"ed t!e disussions t!at 'e !ad a0out -"

resear! topi. I !ope t!at 'e ould 'or( toget!er on different pro1ets and t!at "ou ould give

-e advie on various -atters.

I a- grateful for !aving -an" friends/ and for t!e interest t!e" s!o'ed in t!is dissertation

partiularl" t!ose stud"ing 'it! -e. T!e" offered -e valua0le insig!ts for t!is partiular pro1et.

)ast 0ut not least/ I t!an( -" fat!er/ 0rot!ers and fian3 '!o did not onl" give -e t!e

opportunit" to stud" 0ut also supported it in -an" 'a"s. To '!o- I a- dediate t!is

dissertation.

TABLE OF CONTENTS

CONENS!AGENo"

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declaration

title page

Abstract

Acknowledgements

dedication

TABLE OF CONTENT

1.INTROD!TION

1.1 Introd"ction o# t$e topic. 1

1.2 Title o# t$e dissertation 1

1.3Researc$ backgro"nd $

1.4 Aims and ob%ecti&e o# t$e st"d'

1.( Rationale #or t$e )t"d'.

1.* )tr"ct"re o# dissertation !

2. +IT,RATR, R,-I,

2.1 Introd"ction 7

2.1.1 Aims o# t$e c$apter 7

2.2 De#inition o# cons"mer be$a&ior %

2.2.1 /lack bo0 model &

2.3 T$e Decision making process #or #as$ion 1'

2.4 T'pes o# b"'ing be$a&ior 1

2.( actor in#l"encing cons"mer be$a&ior 1(

2.* !"lt"ral actors 1&2. )ocial actor $

2..1 )ocioeconomic #actors $(

2. Personal actor '

2.5 Ps'c$ological actor

2.16 7arketing #actor !

2.11 !oncl"sion &

3. R,),AR!8 7,T8OD+O9:

3.1 introd"ction )'

3.2 T$e researc$ process )'3.3 Aims and Ob%ecti&es o# t$e researc$ )$

3.4 Researc$ Approac$ )$

3.( Researc$ Design )!

3.* Data !ollection 7et$ods )&

)econdar' Data !'

Primar' Data !'

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3. contrib"tion o# t$e st"d' !)

3. -alidit' and Reliabilit' !)

3.5 !oncl"sion. !!

4. INDIN9) AND DI)!))ION4.1 Introd"ction !(

4.2 indings anal'sis !(

4.3 respondent be$a&ior regarding male s$irt (

4.4 #actors incl"ding c$oice o# male s$irt *2

4.( cons"mer demograp$ic pro#ile 45

4.* indings and literat"re re&iew 62

4. inding s"mmar' 62

(. !ON!+)ION) ANDR,!O77,NDATION)(.1 introd"ction 67

(.2 concl"sion abo"t researc$ ob%ecti&e. 3

(.3 Recommendation 68

(.4 Direction #or #"t"re researc$ 6

(.( limitation 6

Re#erence +ist

Appendi0

LIST OF DIAGRAMS

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figure

no. TITLE OF THEFIGURE Pg #

1 researc$ design *

2 black bo0 model

3 decision making process 16

4 decision making c'cle 11

( !ons"mer In&ol&ement In P"rc$ase 14

* #actors in#l"encing cons"mer be$a&ior 1*

impact o# #actors on cons"mer 1

c"lt"ral impact on p"rc$ase 26

5 7aslow $ierarc$' o# t$e #actors 2*

16 socioeconomic classi#ication sc$eme 2

11 indi&id"al impact on cons"mer b"'ing be$a&ior 36

12 stim"l"sresponse model o# cons"mer b"'ing be$a&ior 3*

13 e&oke set o# cons"mer b"'ing be$a&iors 3

14 t$e researc$ process 46

1( researc$ p$ilosop$' 44

1* researc$ design 4

1 data collection met$od 45

1 ;"alitati&e data researc$ c'cle (1

CHAPTER 1

INTRODUCTION

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1.1 INTRODUCTION

*ne of the ma+or parts of male clothes shopping is the purchasing of male shirts and tie

for clothing and other purposes. There are many motives for other purchasing that seem

to be influenced by the culture and customs of a society. The intention of this study

attempts to bring light to the various social and marketing factors influencing the

purchasing of male clothes, to make predictions about fashion clothes purchasing

behavior in the future, and present keys to the sales promotion of these goods. The results

of the analysis show, about the marketing social and other factors influencing the male

fashion industry and retailers can easily make money by +ust considering the important

factors in consumer buying behavior.

1.2 TITLE

hat is the role of marketing and social factors in influencing the choice of male clothes

1.2 RESEARCH BACKGROUND

onsumer buying behavior is a /rocessby which individualssearch for, select,purchase,

use, and dispose ofgoodsand services, in satisfactionof their needsand wants. "ee also

consumer decision making. hat influences consumers to purchase products or services

onsumer behavior involves the use and disposal of products as well as the study of how

they are purchased.

/roduct use is often of great interest to the marketer, because this may influence how a

product is best positioned or how we can encourage increased consumption. "ince many

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environmental problems result from product disposal 0e.g., motor oil being sent into

sewage systems to save the recycling fee, or garbage piling up at landfills this is also an

area of interest.

onsumer behavior involves services and ideas as well as tangible products. The impact

of consumer behavior on society is also of relevance. 2or e3ample, aggressive marketing

of high fat foods, or aggressive marketing of easy credit, may have serious repercussions

for the national health and economy. 04ichael and 4inor, $'' said that there can be a

darker side of consumer buying behaviors like 5eceptive advertising, children6s ability

to distinguish programs and ads, Improving children6s advertising, egligent consumer

behavior, /roduct misuse 5rivers of compulsive consumption ,orporate social

responsibility, onsumer reactions to product recalls, orporate rumors. 8ut there are lot

of factors that are affecting consumer buying behavior like social factors, personal factors

and marketing factors. "o the purpose of the research is to see what factors are mostly

influencing consumer buying behavior in both positive and negative ways. #nd how

much social and marketing factors ply their role in altering the consumer buying

behavior.

owadays, recent technological developments in information and communication

technology such as internet and computers have changed marketing practices. The

statement 9:lobal 4arket; has become more popular in the business environment and

markets have become more interconnected 08hiwani, /ande and enry 2ord? # market is never saturated with a good product, but it

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The study is useful to understand the consumer behavior and the factors influencing the

consumer behavior. "o, that the marketer should know that what things he should

consider.

onsumer behavior is the dynamic interaction of affect and cognition, behaviors and

environmental events by which human beings conduct the e3change aspects of their

lives.; 0*lson and /eter, 1&&)

ompanies are interested in consumer behavior because they can develop marketing

strategies to influence consumers to purchase their products based on consumer analysis.

The success of a company6s marketing strategy will depend on how buyers react to it. To

find out what satisfied customers, marketers must e3amine the main influences on what,

where, when and how customers buy goods and services. 05ibb, "imkin, /ride and

2errell, $''1.

8y understanding these factors better, marketers are better able to predict how consumers

will respond to marketing strategies. @ltimately, this research helps companies compete

more effectively in the marketplace and leads to more satisfied customers.

The more you understand about your customers6 buying behavior the easier it is to

strengthen your relationship with them and focus your marketing strategies and tactics to

grow your business keeping in mind their behaviors and the factors influencing their

decision. 2or this purpose this paper is very useful.

2or some customer buying behavior is directly related to some of the factors that always

influencing them like ads or some favorite sportsman or media personnel. The general

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statement that the mental faculties are class concepts, belonging to descriptive

psychology, relieves us of the necessity of discussing them and their significance at the

present stage of our inquiry, 0undt, $''( whereas it have been also seen that in many

cases a single buyer is influenced by many of the factors and they themselves not aware

that how many times they are altering their decision and what actually make them to buy

something.

1.5Str!tr" #$ t%" D&''"rt(t)

In the chapters I first we develop a theoretical framework incorporating few important

factors, and other previous research relevant to understand the factors affecting the

consumer buying behavior in male clothing trends. In the hapter two a substantial body

of literature is presented about factors affecting buying behavior, analysis by different

psychologist and researchers about the consumer buying patterns and different theories

that e3plain consumer buying behaviors.

In the hapter three, the methodology used in the research concerned with the factorsaffecting most is presented. # quantitative research is proposed with the elaboration of

different class of people like the consumers the retailers and other trend setters. #nd

distribution of questionnaire was the only mean for the primary data collection used.

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2inally, hapter four presents the findings of this dissertation, giving an e3planation of

what the factors influencing the consumer buying behavior in male cloths. It also presents

that how male and female buying behaviors6 are different and what are the relation

e3isted in between them. Then chapter five will conclude the research with the

recommendations and limitations of the research.

F&*r"+ 1 THE RESEARCH DESIGN

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R"'"(r!% ,"'&*) - A//")02

'#r!"+.#lo$"set%$illes&ie"'o( )retrieved on 6thmay 2010]

C%(t"r 2

LITERATURE REVIE6

2.1 INTRODUCTION

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There are many research pro+ects that have revealed the important role of the factors that

affecting the consumer buyer behavior, but due to the validity time period and the

changing perception of the customer, this study is significant in determining how the

social and marketing factors affecting consumer buying behaviors. The chapter starts by

defining consumer buying behaviors and discussing how factors influencing the buying

decision of an individual. The chapter then moves to review how previous studies done in

this regard and summariBing the key points made.

ustomer behavior study is based on consumer buying behavior, with the customer

playing the three distinct roles of user, payer and buyer. Celationship marketing is an

influential asset for customer behavior analysis as it has an eager interest in the re-

discovery of the true meaning of marketing through the re-affirmation of the importance

of the customer or buyer. # greater importance is also placed on consumer retention,

customer relationship management, personaliBation, customiBation and one-to-one

marketing. "ocial functions can be categoriBed into social choice and welfare functions.

0"andhusen, $'''

2.1.2 AIM OF THE CHAPTER

onsumer behavior is the study of when, why, how, and where people do or do not buy

products. It blends elements from psychology, sociology, social anthropology and

economics.It attempts to understand the buyer decision making process, both separately

and in groups. It studies characteristics of individual clients such as demographics and

behavioral variables in an attempt to understand people=s wants. It also tries to assess

influences on the consumerfrom groups such as family, friends, reference groups, and

society in general.

2ollowing are the same of the main ob+ective for literature review?

To have a critical look at the e3isting research that is significant to the work about

make fashion industry

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It is not summary it6s a work to highlight the factors and process of consumer

buying behavior

it is also vital that we evaluate these work, as its shows the relationshipsbetween

different work, and show how it relates to our research

we will use the literature to e3plain our research on male fashion industry and

factors affecting consumer buying behavior in that industry - after all, we are not writing

a literature review +ust to bring in light that another researchers have done if before

2.2 DEFINITION OF CONSUMER BEHAVIOUR

08elch and 8lech ,1&& define consumer behavior as =the process and activities people

engage in when searching for, selecting, purchasing, using, evaluating, and disposing of

products and services so as to satisfy their needs and desires=

onsumer buying behavior defines as a /rocessby which individualssearch for, select,

purchase, use, and dispose of goodsand services, in satisfactionof their needsand wants.

"ee also consumer decision making. hat influences consumers to purchase products or

services The consumer buying process is comple3 process as many internal and e3ternal

factors have an impact on the buying decisions of the consumer

The consumer buying process is a comple3 matter as many internal and e3ternal factors

have an impact on the buying decisions of the consumer. 0"andhusen, $'''

#lthough it is not necessary to memoriBe this definition, it brings up some useful points?

8ehavior occurs either for the individual, or in the conte3t of a group 0e.g., friends6

influence what kinds of clothes a person wears or an organiBation 0people on the +ob

make decisions as to which products the firm should use. 04arshall, 2007)

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2.2.1 THE BLACK BO7 MODEL FOR CONSUMER BEHAVIOUR

F&*r"+ 2 BLACK BO7 MODEL

ENVIRONMENTAL FACTORS BUYER8S BLACK BO7

BUYER8S

RESPONSEM(r9"t&)* St&:/& E);&r#):")t(/ St&:/&

B"r

C%(r(!t"r&'t&!'D"!&') Pr#!"''

/roduct

/rice

/lace

/romotion

Dconomic

Technological

/olitical

ultural

5emographic

atural

#ttitudes

4otivation

/erceptions

/ersonality

Eifestyle

Anowledge

/roblem recognition

Information search

#lternative evaluation

/urchase decision

/ost-purchase behavior

/roduct choice

8rand choice

5ealer choice

/urchase timing

/urchase amount

F&*r" -+ K""*() 01owever, in reality many decisions are not made in awareness of a determined problem

by the consumer.

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In fashion it have been seen that marketing stimulus played a valuable role and that

determine the buyers characteristic and result in buyers purchase. Therefore

understanding of behavior and ma+or marketing and social factors is specially important

in that industry

2.3 THE DECISION MAKING PROCESS FOR FASHION

/urchasing decisions include many factors usually most of the consumers are following

five ma+or steps and most consumers are not even aware of.

F&*r" 3+ THE DECISION MAKING PROCESS

F&*r" :(," - r"'"(r!%"r

S#r!"+ K#t/"r 022

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F&*r" 4+ THE DECISION MAKING CYCLE

S#r!" + K#t/"r 023

illing or unwilling, known or unknown all of the consumer following these steps if not

all five steps but three ma+or steps are always there that is need recognitions, searching

the alternative and then

Dven the simplest purchase include any or all of these steps 08rown, $''! so the

purchases is further influenced by many of the things such as personality, psychology,

and social issues. "o in a research it should be considered that the throughout process

undergo by consumer, compare it with their demographics and the use of resulting

information to market their products 0#rmstrong et al, $''!

eed recognition? The buying process starts with need recognition. #t this stage, the

buyer recogniBes a problem or need or responds to a marketing stimulus #n 9aroused;

customer then needs to decide how much information 0if any is required. If the need is

strong and there is a product or service that meets the need close to hand, then a purchase

decision is likely to be made there and then

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In need recognition most important is information searching, a successful information

search leaves a buyer with possible alternatives, the evoked set. # customer can obtain

information from several sources? he have his personal contacts that guide him well these

personal sources involve family , friends, neighbors colleges, mates etc then there comes

the other most influential source that is ommercial sources, these days media have most

effective role in daily life all the time we encountered through advertisement either its

through television or radio or print media then second place get by the salespeople it can

be the person guiding you during purchaser somebody doing telemarketing or direct

selling then retailers and dealers plays important role in information searching then the

other thing that attract buyer is the packaging and point-of-sale displays due to which

mostly the decision are been altered. ow after commercial sources there come public

sources which include all the medias like newspapers, radio, television, consumer

organiBationsF specialist magaBines now the last but not the least the D3periential sources

that include handling, e3amining, using the product.

In fashion industry the main thing that influence are the posters and fashion magaBines

plus the availability of the product and at times the sale offered on the products, so the

information search of the fashion industry is more through social and marketing factors

rather personal factors In successful information search the memory plays a vital role in

information pointed there are two main type of memory that plays a significant role, as

customer do remind the messages and they use the memory when they go in to purchase

process Internal search, memory. D3ternal search if you need more information. 2riends

and relatives 0word of mouth.

4arketer dominated sourcesF comparison shoppingF public sources etc. in fashion

industry its seen that fashion are +ust have to click, it can be followed and adopted on

social recommendations mostly there fore, The usefulness and influence of these sources

of information will vary by product and by customer. Cesearch suggests that customers6

value and respect personal sources more than commercial sources 0the influence of 9word

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of mouth;. The challenge for the marketing team is to identify which information

sources are most influential in their target markets. 0Aotler, $'''

2.4 TYPES OF BUYING BEHAVIOUR IN THE FASHION INDUSTRY

2ashion, a general term for the style and custom prevalent at a given time, in its most

common usage refers to costumeor clothingstyle.

The more technical term, costume, has become so linked in the public eye with the term

GfashionG that the more general term GcostumeG has in popular use mostly been relegated

to special senses like fancy dressor masqueradewear, while the term GfashionG means

clothing generally, and the study of it. This linguistic switch is due to the fashion plates

which were produced during the Industrial Cevolution, showing the latest designs. 2or a

broad cross-cultural look at clothing and its place in society, refer to the entries for

clothing, costume and fabrics. The remainder of this article deals with clothing fashions

in the estern world. 0@nderstanding 2ashion >istory, $'')

/ossibly the most challenging concept in marketing deals with understanding why buyers

do what they do 0or don6t do. 8ut such knowledge is significant for marketers since

having a strong understanding of buyer behavior will help shed light on what is important

to the customer and also suggest the important influence on customer decision-making.

@sing this information, marketers can create marketing programs that they believe will be

of interest to customers.

#s you might guess, factors affecting how customers make decisions are e3tremely

comple3. 8uyer behavior is deeply rooted in psychology with dashes of sociology thrown

in +ust to make things more interesting. "ince every person in the world is different, it isimpossible to have simple rules that e3plain how buying decisions are made.

onsumer involvement Theory H IT is one way to understand the psychology and

behavior of your target audience. There are others.

Involvement refers to how much time, thought, energy and other resources people devote

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to the purchase process. The Dmotional Cational scale is a measure of reason vs.

impulse, desire vs. logic, passion vs. prudence. There are four general categories.08rain,

$'')

F&*r" 5+ CONSUMER INVOLMENT IN PURCHASE

S#r!"+ K#t/"r 02=

omple3 buying behavior is where the individual purchases a high value brand and seeks

a lot of information before the purchase is made.

omple3 buying behavior is one among various famous buying behavior that consumer

e3hibits. omple3 buying behavior is seen when there is a high involvement and high

difference. I know so far the wordings would sound comple3, but in fact it is very simple.

Think of something that you use very often and that has many significant differences

among other similar products available in the market. #n e3ample to someone of my age

would be buying a car. Think of yourself buying a car, what would you do ould you

walk straight into a dealer and say 9#h the red one looks nice, I=ll have it;. *f course not

unless you are a billionaire and money is something you don=t really care about. hat

you actually do is, you take your time and go through a rigorous set of studies. In fact,

people go through a comple3 set of process simply because people perceive things

differently. *ne person might think the first thing to look for would be fuel efficiency and

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other would say price. "omeone else would say it=s the speed, or may be looks 0i.e. how

good the car look.

#lthough unconsciously, we go through a very comple3 set of decision making process

which is very hard for even the marketing e3perts to fathom. This is e3actly what a

comple3 buying behavior is. The process is actually termed as 9comple3 buying

behavior; because buyers do e3tensive study about the products, and it is really hard for a

marketing e3pert to understand which buyer would do what. 4anish 0$''&

>abitual buying behavior is where the individual buys a product out of habit e.g. a daily

newspaper, sugar or salt.

/urchasers will tend to engage in limited search and evaluation behavior where the

purchase has little involvement for the buyer. 2or some repeat purchases the buyer

simplifies the decision making even further by making the purchase on the basis of

what heshe has done before. This is likely to occur where there is considerable brand

loyalty based on high customer satisfaction with previous purchases of the brand, for

e3ample. Inertia may also play an important role where there is little perceived difference

between available offerings and there is no other incentive, such as a considerably lower

price or dissatisfaction with a previous purchase of the brand or product, to changebehavior. Journal of 4arketing 01&&'

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reducing buying behavior occurs when the consumer is highly involved but sees little

difference between brands. This is likely to be the case with the purchase of a lawn

mower or a diamond ring. #fter making a purchase under such circumstances, a

consumer is likely to e3perience the dissonance that comes from noticing that other

brands would have been +ust as good, if not slightly.Dncyclopedia 8ritannica 0$'1'

To manage the post-purchase stage, it is the +ob of the marketing team to persuade the

potential customer that the product will satisfy his or her needs. Then after having made a

purchase, the customer should be encouraged that he or she has made the right decision.

2.5 FACTOR INFLUENCING CONSUMER BEHAVIOUR

The behavior of buyers is the product of two broad categories of influenceF these are

endogenous factors 0i.e. those internal to the individual and e3ogenous factors 0i.e. those

e3ternal to the individual.

F&*r" =+ THE CONCEPT OF EVOKED SET

F&*r" -+ H#(r, 01oward 01&77 made the distinction between awareness and

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unawarenessF arayana and 4arkin 01&7! proposed a more realistic model of consumer

choice whereby, in addition to the evoked set, the individual was given an a priori choice

of re+ecting unacceptable brands 0inapt set and placing other brands in a neutral category

0inert set.

"tudies of the influence of evoked set on the purchase of such products as toothpaste,

+eans, deodorant, beer, and automobiles, as well as its application to high- and low-

involvement purchases and selection of retail stores, have resulted in a fairly

sophisticated analysis of trivia. 8risou3 and Earoche 01&%', for e3ample, have e3panded

the consumer categoriBation process by adding classifications, such as foggy set,

processed set, and hold set. The implications of the evoked set for marketing strategy

have been realiBed and converted into norms.

In a paper presented to the 8isou3, heron, and 2ernet 01&%( listed specific actions

managers can take to ensure that brands in other mental sets are transferred to the evoked

one. The implicit assumption is that a brand in the evoked set automatically elicits a

routine response that practically eliminates consideration of other brands during the

selection process.

onsumer behavior is e3aggerated by many unmanageable factors. ulture is one factorthat influences behavior. "imply culture is defined as our attitudes and beliefs. 8ut how

are these attitudes and beliefs developed #s an individual growing up, a child is

influenced by their parents, brothers, sister and other family member who may teach

them what is wrong or right. They learn about their religion and culture, which helps

them develop these opinions, attitudes and beliefs 0#I*. These factors will influence

their purchase behavior however other factors like groups of friends, or people they look

up to may influence their choices of purchasing a particular product or service.

Ceference groups are particular groups of people some people may look up towards to

that have an impact on consumer behavior. "o they can be simply a band like the "pice

:irls or your immediate family members. *pinion leaders are those people that you look

up to because your respect their views and +udgments6 and these views may influence

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consumer decisions. "o it maybe a friend who works with the IT trade who may influence

your decision on what computer to buy. The economical environment also has an impact

on consumer behaviorF do consumers have a secure +ob and a regular income to spend on

goods 4arketing and advertising obviously influence consumers in trying to evoke them

to purchase a particular product or service.

/eople6s social status will also impact their behavior. hat is their role within society

#re they #ctors 5octors *ffice worker #nd mothers and fathers also learly being

parents affects your buying habits depending on the age of the children, the type of +ob

may mean you need to purchase formal clothes, the income which is earned has an

impact. The lifestyle of someone who earns K$!'''' would clearly be different from

someone who earns K$!'''. #lso characters have an influence on buying decision.

hether the person is e3trovert 0outgoing and spends on entertainment or introvert

0keeps to themselves and purchases via online or mail order again has an impact on the

types of purchases made.

"o the consumer is influence by many factors.

F&*r" >+ THE IMPACT OF FACTORS ON CONSUMERS

S#r!" +Kellaris 0+1223

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F&*r" + CULTURAL HORI?ON AFFECTING CONSUMER BUYING BEHAVIOR

'#r!"+ K#t/"r 023

ultural factor divided into three sub factors 0i ulture 0ii "ub ulture 0iii "ocial lass

ulture is the set of basic values perceptions, wants, and behaviors learned by a member

of society from family and other important institutions. ulture is the most basic cause of

a person6s wants and behavior. Dvery group or society has a culture, and cultural

influences on buying behavior may vary greatly from country to country. Then the

culture follows "ub ulture.

"ub culture is a group of people with shared value systems based on common life

e3periences and situations. Dach culture contains smaller sub cultures a group of people

with shared value system based on common life e3periences and situations. Eike wearing

shalwar kameeB is the sub cultural value of indo /akistan. "ub culture includesnationalities, religions, racial group and geographic regions. 4any sub culture make up

important market segments and marketers often design products. like 4uslims wear

hi+ab, that6s part of their sub culture so the marketer design product for their use even in

the countries where 4uslims are in minority.

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Then after sub culture the span of the influence get more narrow on an indusial and it

comes S#!&(/ C/(''. "ocial class is almost every society has some form of social

structure, social classes are society6s relatively permanent and ordered divisions whosemembers share similar values, interests and behavior. like talking about fashion industry

there is a class of people who keep on following fashion of >ollywood, so if we see

somebody doing same kind of fashion, if they are not a >ollywood star then must belong

to that class.

ulture has several important characteristics? 01 ulture is comprehensive. This means

that all parts must fit together in some logical fashion. 2or e3ample, bowing and a strong

desire to avoid the loss of face are unified in their manifestation of the importance of

respect. 0$ ulture is learned rather than being something we are born with. e will

consider the mechanics of learning later in the course. 0 ulture is manifested within

boundariesof acceptable behavior. 2or e3ample, in #merican society, one cannot show

up to class naked, but wearing anything from a suit and tie to shorts and a T-shirt would

usually be acceptable. 2ailure to behave within the prescribed norms may lead to

sanctions, ranging from being hauled off by the police for indecent e3posure to being

laughed at by others for wearing a suit at the beach. 0) onscious awareness of cultural

standards is limited. *ne #merican spy was intercepted by the :ermans during orld

ar II simply because of the way he held his knife and fork while eating. 0! ultures

fall somewhere on a continuum between static and dynamic depending on how quickly

they accept change. 2or e3ample, #merican culture has changed a great deal since the

1&!'s, while the culture of "audi #rabia has changed much less @" marshal.

hen observing a culture, one must be careful not to over-generaliBe about traits that one

sees. Cesearch in social psychology has suggested a strong tendency for people to

perceive an 9out group as more homogenous than an 9in group, even when they knew

what members had been assigned to each group purely by chance. hen there is often a

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9grain of truth to some of the perceived differences, the temptation to over-generaliBe is

often strong. ote that there are often significant individual differences within cultures.

2.=.1 H#$'t","@' D&:")')' #$ !/tr"+

:ert >ofstede, a 5utch researcher, was able to interview a large number of I84

e3ecutives in various countries, and found that cultural differences tended to center

around four key dimensions?

Individualism vs. collectivism? To what e3tent do people believe in individual

responsibility and reward rather than having these measures aimed at the larger group

ontrary to the stereotype, Japan actually ranks in the middle of this dimension, while

Indonesia and est #frica rank toward the collectivistic side. The @."., 8ritain, and the

etherlands rate toward individualism.

/ower distance? To what e3tent is there a strong separation of individuals based

on rank /ower distance tends to be particularly high in #rab countries and some Eatin

#merican ones, while it is more modest in orthern Durope and the @.".

4asculinity vs. femininity involves a somewhat more nebulous concept.

94asculine; values involve competition and 9conquering nature by means such as large

construction pro+ects, while 9feminine values involve harmony and environmental

protection. Japan is one of the more masculine countries, while the etherlands rank

relatively low. The @.". is close to the middle, slightly toward the masculine side. 0The

fact that these values are thought of as 9masculine or 9feminine does not mean thatthey are consistently held by members of each respective genderLthere are very large

9within-group differences. There is, however, often a large correlation of these cultural

values with the status of women.

@ncertainty avoidance involves the e3tent to which a 9structuredsituation withclear rules is preferred to a more ambiguous oneF in general, countries with lower

uncertainty avoidance tend to be more tolerant of risk. Japan ranks very high. 2ew

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countries are very low in any absolute sense, but relatively speaking, 8ritain and >ong

Aong are lower, and the @.". is in the lower range of the distribution.

#lthough >ofstede6s original work did not address this, a fifth dimension of long term vs.

short term orientationhas been proposed. In the @."., managers like to see quick results,

while Japanese managers are known for take a long term view, often accepting long

periods before profitability is obtained. "o these all factors are very important to

understand the consumer buying behaviors that directly affect the decision process.

:eert. 0$''

ulture is a problematic issue for many marketers since it is inherently nebulous and

often difficult to understand. *ne may violate the cultural norms of another country

without being informed of this, and people from different cultures may feel

uncomfortable in each other6s presence without knowing e3actly why 0for e3ample, two

speakers may unconsciously continue to attempt to ad+ust to reach an incompatible

preferred interpersonal distance.

2.> S#!&(/ F(!t#r'

Aconsumer6s behavior also is influenced by social factors, such as the :roups, 2amily

and Coles and status

:roups are defining as two or more people who interact to accomplish individual or

mutual goals. # person6s behaviors are influenced by many small groups. :roups that

have a direct power and to which a person belongs are called membership groups. "ome

are primary groups includes family, friends, contacts, neighbors6 and coworkers. "ome

are secondary groups, which are more formal, acquaintances and have less regular

interaction. This includes organiBations like religious groups, professional association

and trade unions.

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Then the scope narrowed down to family. 2amily members can strongly influence buyer

behavior. The family is the most important consumer buying organiBation society and it

has been researched broadly.

4arketers are interested in the roles, and affect of the husband, wife and children on thepurchase of different products and services. Then it comes to Coles and "tatus. Cole or

status is defines as # person belongs to many groups, family, clubs, and organiBations.

The person6s position in each group can be defined in terms of both role and status. 2or

e3ample. 4 M 9N; plays the role of father, in his family he plays the role of husband, in

his company, he plays the role of manager, etc. # Cole consists of the activities people

are e3pected to perform according to the persons around them.

ow talking about the social influence on the person6s buying behavior and his special

choice in shopping. 4a+or thing in social factors is #ttitude that defines that one=s

evaluative orientation toward a person, thing, idea, etc. in attitude its also seen that the

persuasion is the important factor in buying behavior. *ften studied as changing people=s

attitudes on the other hand :oal is usually to change their behavior but its commonly

seen that in the buying behavior of the consumer #ttitude-behavior link too often is

strong, during shopping its also seen that ommunication focuses on non-coercive

verbal influence as well.

Talking about the most popular theory of the social influence the social +udgment theory

it correctly says the factors that influence the buying behavior, the theory conclude as ?

attitude change 0persuasion is mediated by +udgmental processes and effects. /ut

differently, persuasion occurs at the end of the process where a person understands a

message then compares the position it advocates to the person=s position on that issue. "o

the person position on an issue is highly dependent on the person=s most preferred

position 0hisher anchor point, the person=s +udgment of the various alternatives 0spread

across their latitudes of acceptance, re+ection, and non commitment, and the person=s

level of ego-involvement with the issue. 4anstead and parker 01&&'

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5ressing is one of the basic needs of human and clothing is the most important thing

represents the personality, profession and the choice of the person as well. "o the social

+udgmental theory is highly related to the purchase decision of the person.

ow talking about the other ma+or theory of the social influence due to which we have

seen the diagrammatic shift in the buying behavior of the consumer is Theory of

Ceasoned #ction. This theory proposes that human behavior is influenced by two factors?

the attitudes towards the behavior and the influence of social environment and general

sub+ective norms on the behavior. "ocial norms are determined by e3amples that

significant others set for us and by the attitudes they convey to us. #+Ben 01&&1

#ccording to TC#, we develop attitudes toward behavior and understand social norms

through learning. "ocial learning assumptions are? 8ehavior dynamically influences the

environment and personal constructs. Eikewise, the environment and personal

characteristics affect each other and the person=s behavior. 2or a person to perform a

particular behavior she needs to know what the behavior is and know that heshe has the

skills to do the behavior. Individuals learn what to e3pect through their own e3perience

and through their social groups. Individuals act in their self interest to get likely outcomes

they value. Individuals learn through imitating the behavior of others around them.

Individuals learn through reinforcements and rewards they receive from their behavior.

#ronson, ilson and #kert 0$''

ow considering the other most important model for the social influence that can also

alter the purchase decision of any consumer is Dlaboration Eikelihood 4odel . The model

says that the strength and durability of attitude change depends upon the e3tent to which

people think about 0elaborate on the contents of persuasive communication. This is an

approach to understanding the persuasion process which illustrates the decision-making

path to belief, attitude, and behavior change. /etty and acioppoF 1&%(

4aslow hierarchy also plays a vital role in understanding the factors influencing the

buying behavior it have been seen that buyer is on the top and there are many factors that

influencing his behavior

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F&*r"+ < HIERARCHIESOF THE FACTORS AFFECTING CONSUMER

PURCHASE

S#r!"+ Piegors! "n B"i$er %&''&(.

2.>.1 SOCIOECONOMIC FACTORS

"tatistical socio-economic characteristicsor variablesof apopulation, such as age, se3,

educationlevel, incomelevel, marital status, occupation, religion,birth rate, death rate,

averagesiBeof a family, average age at marriage these are all the factors that can affect

and alter the consumer buying behavior. Then it have been seen that males are more

brand conscious and they can more relate the early child hood e3periences of life than

female and it6s been seen that males are more conscious these days about the clothing and

accessoriBing themselves. 4ost important part in clothing and selection is the life events

and the relation of these events, it have been seen that the males are more conscious

about their profession and the dressing they do accordingly.

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*verall its seem that there are five ma+or social factors are in process during the

purchase process of the clothing that are demographics, early childhood e3periences,life

events, social support, and families. It have been seen that the demographics play a vital

role in the buying behaviors of male as they are more sensitive to the issue like their age

and the image they carry their income group their social circle and all that0 international

+ournal of intellectual relationsF volume $!

4ost important factor in the male clothing selection is the social supporting contrast to

female males are more conscious about the people review on their cloths and personality

and thus the friend and college comments and advices can easily alter their purchase

decision. In male clothing the other most important factor is their family it have been

seen that the single man can willing to spend more on clothing and accessoriBing himselfand more in the personality maintain then a married man, but its not the only important

factor there also have been seen that few of the man are always want to keep themselves

maintained and spend more on themselves.

4any marketers spend most of their time worrying about factors they control, such as

product and pricing decisions. 8ut an area of marketing often receiving less attention but

whose influence can be significant is the e3ternal environment in which a product and

company operates. These environments tend not to be controllable by the marketer.

@sually from the marketing point of view few of the most important factor they consider

for the male clothing product marketing is The 5esire for ontrol - a lot of what people

do, buy, put energy into is about getting more control for different areas of their lives.

*ne of the things that we can do as bloggers is provides people with content that helps

them find this control. I6m not talking about manipulating them into thinking they have it

H but some of the posts we can write can actually help a person make good decisions, be

empowered to live better lives and live to their potential. his is largely about self esteem

and the desire of people to feel noticed and important.

e have all seen it at its worst 0egotistical and arrogant behavior but it6s also something

that isn6t all bad 0I think people should have a healthy self esteem and have some level of

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confidence in their own abilities. *ther most important factor is Eook at the popularity

of the big techgadget blogs and gossip celebrity blogs H people who want to know within

minutes of an announcement about the new phone or who was seen kissing who. *ther

important factors areF Cevaluing, 2amily

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F&*r" 1+ SOCIOECONOMIC CLASSIFICATION SCHEME

C/('' )(:" S#!&(/ St(t'

O!!(t)(/ H"(, #$

H#'"%#/,

"r!")t(*" #$ UK

P#/(t)

# @pper middle

>igher managerial,

administrative or professional

8

4iddle

Intermediate managerial,

administrative or professional

1)

1 Eower middle

"uperiors or clerical, +unior

managerial, administrative or

professional $7

$ "killed working "killed manual workers $!

5 orking

"emi-skilled and un-skilled

manual workers 1&

D

Those at lowest

level of

subsistence

"tate pensioners or widows,

casual or lower-grade workers 1$

S#r!"+ )i$*s!urs+ "n M","- %///(

5emographic usually play a ma+or role in the buying process as the social religion and

economic conditions have the greater influence on a person6s thought process

ow there are many factors that can influence the buyers decision and it have been found

that the selection of cloths in any gender and age highly depend on their mood at that

time and the consciousness of them for their selves or any event for which ma+orly they

are shopping.

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# decade ago, trade shows were a critically important factor in any company6s sales

efforts. It was a chance to meet prospects face-to-face and to demonstrate your product6s

capabilities. ow eb sites replace trade shows but neither holds much sway over

buyers.

The good news is that there is still purchasing activity in the market, but the factors that

influence those purchases are changing with the times, #usilio0$''&

#s we have seen that there are many theories for motivation by considering bit of

theories of motivation that affecting the purchase decision of the consumer as we believe

that the there have been seen that there is a shift of consumer buying behavior since the

time when the clothing pattern starts we have seen fashion and fads coming and going. "o

few of the 8asic theories of motivation are reviewed including? 2reud=s belief in

motivation by the id, unconscious forces, and se3ual stagesF Jung and #dler=s belief that

people are motivated most by striving for future goalsF >orney=s theory that people are

motivated by needs arising from an3ietyF 4c5ougall=s belief that humans are motivated

by instinctsF "kinner=s behaviorist theories that motivation comes from the environmentF

>ull=s behaviorist theory that humans are motivated by drivesF and 4aslow=s theory that

people are motivated as needs are fulfilled.

Theories on the following aspects of motivation are discussed briefly? locus of control,

attribution theory, intrinsic motivation, need for achievementF motivation and the

personalityF motivation according to ageF the teacher=s role in motivationF encouraging the

studentF stimulating the studentF the student=s self-conceptF and the parents= role in

motivation.

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There is also a type of buyer called compulsive buyers. ompulsive buyers are

individuals who e3perience and routinely act on powerful, uncontrollable urges to

purchase. The relationships

that e3isted between compulsive buying behavior andperceived social status associated with buying, materialism, self-esteem, and apparel-

product involvement for adults between the agesof 1% and $) were investigated.

This age range was selected because it is the average onset age of compulsive buying

behavior. # convenience sample of '! undergraduates completed a questionnaire that

contained measures of compulsive buying, perceived social status associated with buying,

materialism, self-esteem, and apparel-product involvement. 4ultiple linear regression

analysis was used to analyBe the data. The full regression model and the regression

coefficients for all four of the predictor variables were statistically significant. The

compulsive buying behavior of participants was negatively related to self-esteem and

positively related to perceived social status associated with buying, materialism, and

apparel-product involvement. Ourchisin and Johnson 0$''

"imilarities were found between male and female participants. They spent similar

amounts of money on clothing and had similar degrees of conformity, se3ual attraction,

and recognition motivations. 2or both genders, friends were the most important clothing

information source, and price was the most important criterion for store selection.

"ignificant differences were also found between genders. 2emale participants shopped

significantly more often than males and had higher recreation clothing purchase

motivation. ertain information sources, such as friends and magaBinesbooks, had more

influence over clothing purchase decisions made by females compared to males. ertaincriteria such as product varietyavailability and store display carried more weight for

females than males when making a store selection. hen impulse and non impulse

shoppers were compared, significant differences were found in all the clothing behaviors

e3amined in the study 0i.e., clothing shopping frequency, e3penditure, purchase

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motivations, information sources, and store selection criteria. Dducational and marketing

implications are recommended. J> hen 0$''$.

2.< P'!%#/#*&!(/ F(!t#r'

It includes these 2actors.

i 4otivation 0ii /erception 0iii Eearning 0iv 8eliefs and attitudes

4otivation is the 4otive 0drive a need that is sufficiently pressing to direct the person to

seek satisfaction of the need, then it comes /erception, perception is basically The

process by which people select, *rganiBe, and interpret information to form a meaningful

picture of the world.

e also believe that the shift in consumer patterns are due to the influence as well as

people want consistency in their life, /eople are sensitive to contradictions and

inconsistencies. 5issonance 0discomfort, guilt, doubt fosters attitude change.

ow talking about consistency, people do believe that their behavior is consistent many

of the people believe that their consistency in clothing is necessary. "o we have seen that

a group of people always dress in certain ways and one can observe that their shopping

cart do usually have certain brand and one set pattern they never bother much of fashion

and fads.

5issonance fosters the desire for consistencyF 5issonance can be reduced by changing

one6s perception of the relevant behavior. 5issonance can be reduced by changing

perception of one6s self.

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Eearning is the one most important way that says hanges in an individual6s behaviors

arising from e3perience. Then it comes 8eliefs and attitudes that conclude as 8elief is a

descriptive thought that a person holds about something

#ttitude, a /erson6s consistently favorable or unfavorable evaluations, feelings, andtendencies towards an ob+ect or idea

It has been seen in buying behaviors the 8elief and #ttitude hange 4ay Take *ne of

Two Coutes.

The entral Coute to persuasion is when the receiver has high-involvement information

processing-- whether the person ponders the content and logic of message. In central

route The receiver attends more carefully to the message being received and compares itto his or her own attitudinal position. Eikely generates a number of cognitive responses to

the communication. entral ues refer to ideas and supporting data that bear directly

upon the quality of the arguments developed in the message. entral route leads to more

enduring attitude change.

*ther route is The /eripheral Coute to persuasion is when the receiver has low-

involvement information processing-- persuasion depends on non message factors. in

which, ognitive responses are much less likely to occur, because the receiver is not

carefully considering the pros and cons of the issue. /eripheral persuasion cues include

such factors as the attractiveness and e3pertise of the source, the mere number of the

arguments presented, and the positive or negative stimuli that form the conte3t within

which the message was presented 0e.g., pleasant music.

There have been a study conducted investigated the relationships between perception of

mood, self consciousness, and the selection of clothing among male and female students.

The statistical analysis of surveys of l)l females and ll males revealed that 0a females

were more sensitive to different mood states than males and that this affected their choice

of clothingF 0b as compared to males, females= private self-consciousness and perceived

moods, especially negative moods, affected their selection of clothing to a greater e3tentF

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0c private self-consciousness played a more important role than public self-

consciousness on the effects of perceived moods on the selection of clothing for femalesF

and 0d that females= clothing selection was more influenced by perceived mood among

those scoring high than among those scoring low on private self-consciousness.

56#usilio 0$''!

2.1 MARKETING FACTORS

4arketing factor defines as any e3ternal agentthat affects the demandfor or thepriceof

a good or service

onsumer behavior is affected by many uncontrollable factors. Just think, what

influences you before you buy a product or service Oour friends, your upbringing, your

culture, the media, a role model or influences from certain groups

The primary factors for influencing buyer behavior are? /rice, "election, Puality,

/erceived

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S#r!"+ C('%:() 02

hile talking about the ma+or 2actors Influencing /urchase 5ecisions in a recently

survey cited 9price; as a ma+or factor influencing their purchasing decisions in $''%.

ith economic uncertainty and the effects of the weak @.". dollar on monetary markets,

savvy managers have to consider price at the top of the list of considerations. "econd in

importance was the reputation of the company. This was somewhat surprising to this

surveying organiBation. >owever, I would add that to me company reputation falls intothe Qservice arena6 and it makes perfect sense to me. 8ut then again brand and the

production process also mater to the cloths choosing it have been seen that the people

usually says that I don6t know about you, but for me the brand is +ust as important as the

price.

The other most important factor is the recommendation from the college and the fellow.

8eings that are giving advices for certain brand or certain type of the clothing. The other

most important factor during the purchase is the event and the purpose of the purchase

that ma+or alter the consumer behaviors.

*ther importance is given to the prior to sale relation, in which we have seen that people

usually go to the stores where they have been usually purchasing things from it can be

either trust on the company of the relationship made during the purchase and negotiation

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process that make then come to the same shop or brand, one of the most important factor

seen for the purchase of certain product of the trust in the brand name, people do believe

that the certain brand gave high quality products and whatever they buy will be of same

brand, 8lackwell and Aollat 01&7

In male clothing branding is the main thing as most of the males are highly loyal with

their brands whereas talking about the females6 sales promotion and discounts can easily

attract them and for them pricing is the main issue rather the brand name itself.

To get your customers to have an emotional attachment to your brand is one of the keys

to keeping them loyal and them not being influenced by competitors6 offerings of lower

prices or other incentives.

"ince a customer=s information is likely to be imperfect heshe will be ignorant of the

e3istence of a number of productsbrands that are actually available on the market. This

happens for a variety of reasons. The customer may only engage in limited information

gathering, some productsbrands may not be strongly promoted or some may be heavily

promoted in distribution channels that a particular customer does not frequent. Thus, the

customer is seldom in a position to choose productsbrands from the total set. Cather, the

customer is only aware of a subset of the total set. "ome of these will fail to meet thecustomer=s initial screening criteria. "ome will lie outside the customer=s price range 0they

may be either too e3pensive or too cheap, some will have too high or too low a

specification, others might not have the basic level of technical service support in the

country.

Therefore, the set of productsbrands of which the customer is aware is then reduced to a

further subset of productsbrands to which the customer gives serious consideration.

>owever, as the prospective customer gathers more information the set of alternatives is

further reduced until heshe arrives at an evoked set. This is the set of alternative products

or brands from which a customer=s actual choice is made. "o the total impact of the

purchase was made by the marketer so the responsibility of the market

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The important implication of the evoked set theory for marketing managers is that they

must know when their products are failing to get into the evoked set and should

determine what criteria potential customers are using as a basis for including and

e3cluding productsbrands from their evoked sets. It is equally important, although not

always easy, to establish what information sources customers are using and the roles and

relative importance of alternative sources

F&*r" 13+ THE EVOKE SET OF CONSUMER BUYING BEHAVIOR

source by ? /etrofand 5aghfous01&&(

2.11 CONCLUSION

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It has been concluded after literature review that there are number of factors influencing

the consumer buying behavior they are internal factors and e3ternal influences. 2or some

customer buying behavior is directly related to some of the factors that always

influencing them like culture or family whereas it have been also seen that in many cases

a single buyer is influenced by many of the factors and they themselves not aware of the

choices they made and the factors affecting that choices like sometime its price then other

time some friends recommendation or ne3t time some brand loyalty e3ist. "o its

concluded that there are (,7diferent type of factors that are influencing consumer buying

behavior.

CHAPTER 3

RESEARCH METHODLOGY

3.1. I)tr#,!t)

"omewhere, something incredible is waiting to be known.; 5r. arl "agan. /revious

chapters presented the literature review and background on consumer buying behavior as

well as factors affecting the consumer buying decision. The aim of this chapter is to

discuss and +ustify the methodology used in this research. In this chapter we will present

the contents of the research design and approach used through the study.

This chapter starts by unfolding the research process and the aims and ob+ectives of the

research. It moves to rationaliBe the research design and the data collection methods. It

concludes with a +ustification of sampling related issues and some restrictions of this

research.

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3.2. T%" r"'"(r!% r#!"''

#s is shows in the figure 11, a highly structured research process was followed. 2irstly,

the research topic was identified according to my interest in this particular sub+ect

0"aunders, $'' "econdly, the stage of do the search an e3haustive revision of the

theoretical framework within the Eiterature review was made.

This step helped the study by generating and refining the research ob+ectives. It also

helped the study by developing a good understanding and insight into relevant previous

research and the findings that have emerged 0"aunders, $''. #nother step was the

research approach and design of the research at this stage we collect the information

e3tensively for our research. This step is concerned with the way in which we collected

the data to answer the research ob+ectives. This step also influenced the data collection

method. The data were collected according to the chosen method. 2inally, the data were

analyBed, interpreted and presented in this dissertation, this step is called as evaluate and

reflect. Then the cycle continue for further researchers the research would be helpful that

why limitations have been dicussed later.

F&*r" 14+ T%" R"'"(r!% Pr#!"''

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S#r!"+***"o%iodo(ini'an"edu)retrieved on -nd(ay -.+./

3.3. A&:' (), O-"!t&;"' #$ t%" r"'"(r!%

#s indicated in the introduction chapter, the main ob+ective of this research is to identify

the impact of marketing and social factors on consumer buying behavior.

The main ob+ective for the research is?

To provide an over view on the male fashion industry in @A.

The other main purpose of the research is to investigate how retailer of male cloth

can improve chances of their products being selected.

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To provide the recommendations to the retailers of the male clothes.

3.4. R"'"(r!% Ar#(!%

The research philosophy depends on the way a researcher thinks about the development

of knowledge 0"aunders, $'' and there are different views about the way in which

knowledge is developed and +udged as being acceptable. #ll three have an important role

in the process of research management.

#ccording to 2rank rossan 0$'') there are various reasons why the study of

philosophy may be crucial in the research methodology? 2irstly, it can help the researcher

to specify the research methods to be used in a study. "econdly, the selection of a

research philosophy will have an impact on the type of evidence gathered and its origin,

the way in which such evidence is interpreted, and how it helps to answer the research

questions posed. 2inally, it will enable the researcher to evaluate different methods and

avoid inappropriate use and unnecessary work by identifying the limitations of particular

approaches.

Three main different research philosophies can be identified in the literature? /ositivism,

/henomenology and Cealism 0"anders, $''.

P#'&t&;&':

/ositivism adopts a clear quantitative approach to investigating phenomena. The

researcher in this approach assumes the role of an ob+ective analyst with an emphasis on

a highly structured methodology to facilitate replication and on quantifiable observations

that lend themselves to statistical analysis 0/roctor, $''. The general elements of

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positivist philosophy have a number of implications for social research based on this

approach.

#ccording to Dasterby-"mith et al 01&&7 these implications are?

4ethodological? all research should be quantitative, and that only research which

is quantitative can be the basis for valid generaliBations and laws.

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/henomenologist approaches assume that reality is multiple, sub+ective, and mentally

constructed by individuals. The use of fle3ible and multiple methods is desirable as a way

of studying a small sample in depth over time that can establish warranted assertibility as

opposed to absolute truth 0rossan, $'').

The researcher interacts with those being researched, and findings are the outcome of this

interactive process with a focus on meaning and understanding the situation or

phenomenon under e3amination.

R"(/&':

Cealism as applied to the study of human sub+ects recogniBes the importance of

understanding people6s socially constructed interpretations and meanings within the

conte3t of seeking to understand broader social forces or processes that influence the

nature of people6s views 0"anders, $''. In management it can be seen as indicating that

there are large social forces that affect people behaviors. Cealism is based on the belief

that a reality e3ists that is independent of human thoughts and beliefs. #fter all, the

ultimate goal of all research is not ob+ectivity, but truth.>elene 5eutsch.

F&*r" 15+ THE RESEARCH PHILOSOPHY

r"'"(r!%

%&/#'#%

#'&t&;&'&: %")#:")#/#* r"(/&'&:

ob+ective

analysis

sub+ective

meaning social forces

phenomena

motives,

intention reality independent

generaliBation

on law

quantitative

approach qualitative approach

quantitativeapproach

focus groupinterviews

observation andinterpretation

Gr(% :(," - r"'"(r!%"r

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"o the aim of this research is to identify marketing and social factors that affect consumer

buying behavior in men cloths. onsidering that these factors have a sub+ective meaning

related to motives and intentions 0"anders, $'' this particular research adopted the

/henomenology approach.

3.5. R"'"(r!% D"'&*)

#ccording to Rikmund 0$''', a research design is a master plan that specifies the

methods and procedures for collecting and analysing the needed information.

The methodology literature suggests that there e3ist three research designs? e3ploratory,

descriptive and e3planatory. Dach one has a individual purpose 0"anders, $''.

#ccording to 4alhotra 0$''), research design is a framework or blueprint for

conducting the marketing research pro+ect. It details the procedures necessary for

obtaining the required information.

E/#r(t#r

#lso, /roctor 0$'' argues that e3ploratory research is useful in finding out what is

happening, to seek new insights and to ask questions to asses6 phenomena in a new light.

It is useful if you wish to clarify your understanding of a problem. #nother common

reason for conducting e3ploratory research is to test concepts before they are put in themarketplace.

#ccording to "anders 0$'', e3ploratory studies can be quite informal, those on

secondary research such as reviewing available literature andor data, or qualitative

approaches such as informal discussions with consumers, and more formal approaches

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through in-depth interviews, focus groups, pro+ective methods, case studies or pilot

studies. #ccording to #mphora 0$''), the ob+ective of e3ploratory research is to search

through a situation to provide insights and understandings. This e3planation is applied

when the topic to be investigated is fairly unrehearsed. The main characteristics of

e3ploratory research is it is 2le3ible and

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#nd have /replanned and structured design to carryout the whole research and then data

analysis Puantitative data.

This research is also known as statistical research and also provides data about the

population or universe being studied. It describes the Gwho, what, when, where and howG

of a situation, not what caused it. Therefore, descriptive research is used when the

ob+ective is to provide a systematic description that is as accurate as possible. It provides

the number of times something occurs, or frequency, lends itself to statistical calculations

such as determining the average number of occurrences or central tendencies. 0"ource?

www.marketresearchworld.com.

The ma+or limitation of this research is that it cannot help determine what causes a

specific behavior, motivation or occurrence. In other words, it can not establish a causal

research relationship between variables 0/roctor, $''

C('(/

ausal research is used to obtain evidence of cause and effect 0causal relationships.

#ccording to 4alhotra 0$''), causal research is appropriate for the following purposes?

To understand which variables are the causes 0Independent variables and which

variables are the effects 05ependent variables of a phenomenon as well as to determine

the nature of the relationship between the causal variables and the effect to be predicted.

"o using casual important is ontrol of other mediating variables and its min

characteristic is Puantitative data.

F&*r" 1=+ R"'"(r!% D"'&*)'

E7PLORATORY DESCRIPTIVE CAUSAL

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O-"!t&;"

5iscover ideas and

insights.

5escribemarket

characteristicsor

functions.

5etermine cause and effect

relationships.

C%(r(!t"r&'t&!'

2le3ible.

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3.=. D(t( C#//"!t) M"t%#,'

In order to meet the aims of the pro+ect was necessary to use both primary and secondary

methods of data collection?

F&*r" 1>+ DATA COLLECTION METHOD

S#r!"+ ":"r(/, &)'&*%t &)$#

3.=.1. S"!#),(r D(t(

"econdary data is the data collected by others to be re-used by the researcher. It is also

the data that have already been collected for purposes other than the problem at hand

04alhotra $''). This data includes both quantitative and qualitative data and can be

located quickly and ine3pensively 0/roctor $''.

#ccording to 4alhotra 0$''), secondary data can be classified as either internal or

e3ternal. Internal data are those generated within the organiBation for which the research

is being conducted and it may be available in a ready-to-use format or with considerable

processing requirements to e3tract it. *n the other hand, e3ternal data are those generated

by sources outside the organiBation. Through the method of 5esk research it is possible

to e3tract it in the form of published material, online databases, or information made

available by syndicated services.

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2or this study desk research was used in the researcher6s effort to review previous

research in the field and develop a conceptual framework. This process was carried out

by accessing online documents and published materials available through private and

government websites and published documents via the estminster @niversity Eibrary.

The information e3tracted was mainly previous research and studies on /roduct adoption,

new products and innovation.

3.=.2. Pr&:(r D(t(

/rimary resources are sources that are usually created at the time of an event. /rimary

resources are the direct evidence or first hand accounts of historical events without

secondary analysis or interpretation.

"o e3tensively for our research we need to see the consumer response towards it.

#ccording to Eancaster 0$''$, if secondary data do not provide sufficient information to

satisfy research ob+ections, primary data must then be collected. Therefore primary data

is necessary when a researcher cannot find the data needed in secondary sources. 4arket

researchers are interested in primary data about demographicsocioeconomiccharacteristics, attitudesopinionsinterests, awarenessknowledge, intentions, motivation,

and behavior 0/roctor, $''.

The methodology literature suggests that there e3ist two classifications of primary data?

qualitative and quantitative data. Puantitative research is used to measure things while

qualitative methods are mainly used to obtain an understanding of the sub+ect 04alhotra,

$''). 8esides, qualitative research involves e3amining and reflecting on the less

tangible aspects of a research sub+ect such as values, attitudes and perceptions 0Eangevin,

1&&%.

Pualitative and quantitative researches are often used into single studies. The patterns

displayed in quantitative research can be enriched with that addition of qualitative

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information 0/roctor, $''. >owever, qualitative research is usually less e3pensive to

conduct that quantitative studies and it can prove the quality of quantitative research

04alhotra, $'').

The literature also suggests that there is a classification of qualitative research procedures

0#s shown in figure 17. These procedures are classified as either direct or indirect, based

on whether the true purpose of the pro+ect is known to the respondents 04alhotra, $'').

#ccording to the author, the purposes of the pro+ect in a direct approach are disclosed to

the respondent or are obviousF meanwhile the purposes of the pro+ect in an indirect

approach are disguised from the respondents.

There fore questionnaire are chosen as the best instrument for the primary data collection.

2illing out their questionnaire is a big responsibility for hunters, and should not be taken

lightly,; 4ike o3

F&*r" 1+ (/&t(t&;" ,(t( r"'"(r!% !!/"

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S#r!"+ .info"e(eraldinsi$%t"'o(

@nder the sights of these e3planations, the dissertation adopted a qualitative approach

based on the relationship between the aim of this study, which is related with the

identification of factors affecting product adoption of new products, and one of the main

uses of the qualitative research, which is to e3amine less tangible aspects of a research

sub+ect such as values, attitudes and perceptions 0Eangevin, 1&&%.

In this dissertation, qualitative research is associated with questionnaire. In the

questionnaire, we did draw on some prior surveys that have been done, sometimes by

outside firms. 0Tom :uterbock, $'''

The study carried out a cross sectional study was carried out using self-administered

questionnaires. The questionnaires incl