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Impact of Consumer Culture and Buying Intentions Towards Branded Apparel

Impact of Consumer Culture and Buying Intentions Towards Branded Apparel

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Published by cpmr

Opinion: International Journal of Management.
e-ISSN:2277-4637; p-ISSN:2231-5470
Vol. 2, Issue 2, Dec. 2012.

Opinion: International Journal of Management.
e-ISSN:2277-4637; p-ISSN:2231-5470
Vol. 2, Issue 2, Dec. 2012.

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Categories:Types, Research
Published by: cpmr on Feb 08, 2013
Copyright:Attribution Non-commercial


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www.cpmr.org.inOpinion: International Journal of Business Management
ISSN: 2277-4637 (Online) | ISSN: 2231-5470 (Print)Opinion Vol. 2, No. 2, December 2012
Impact of Consumer Culture and BuyingIntentions Towards Branded Apparel
Akanksha Khanna*
Clothing is considered to be one’s second skin and interest in clothing is highest during late teens and early twenties. The expression of self throughclothing behaviour is clearly visible during these years of the consumers. Behind this expression, one’sculture, background and general values play adominant role. Advances in information technology(IT) and the globalization of business are bothrealities and opportunities of the twenty-rst centuryand have significantly influenced the purchaseintentions of various segments. There are manycritical issues which are faced by the marketer of today owing to these changes like major drifts inconsumer preferences, intentions to purchase,cultural attributes and significant shifts in having desired possessions of fashion apparels. There aremany consumer values fitness for purpose, functionality and efficiency are considered as maindrivers which contribute significantly in cultural change and change in fashion fit their lifestyles(Hartley and Montgomery, 2009).Since culture is of  prime importance to consumer’s existence and it  sways the way people think, perceive, process, and construe the information, owing to these reasonsculture has a huge impact on the business. This studyexamines the effectiveness of various fashionmarketing strategies and analysis of the consumer behaviour in a cross-section of demographic settingsin reference to branded apparel retailing. This paper also discusses the marketing competencies of fashionapparel brands and retailers in reference to brand image, promotions, and external-market knowledge.The study examines the determinants of consumer behaviour and their impact on buying intentionstowards branded apparel. Consumer market for branded apparel has become more diverse bydesigner brands, store brands, personalization,advertising, and ethnicity in the global marketplace. If manufacturers and retailers of fashion apparel canidentify the target consumers’ tastes and preferences,they may be better able to attract and maintain their target consumer group.
: Purchase intentions, Fashion apparels,Culture, Information, Preferences, Attributes
 Research Scholar,
Indira Gandhi National Open University, (IGNOU), New Delhi, India
www.cpmr.org.inOpinion: International Journal of Business Management
ISSN: 2277-4637 (Online) | ISSN: 2231-5470 (Print)Opinion Vol. 2, No. 2, December 2012
Clothing is considered to be one’s second skin andinterest in clothing is highest during late teens and earlytwenties. The expression of self through clothing behaviour is clearly visible during these years. Behindthis expression, one’s culture, background and generalvalues play a dominant role. Advances in informationtechnology (IT) and the globalization of business are both realities and opportunities of the twenty-rst centuryand has significantly influenced the buying behaviour of various segments (Sheth et al.,2000; Oliva, 1999;Kalakota et al., 1999).There are many critical issueswhich are faced by the marketer of today owing to thesechanges like major drifts in consumer preferences,intentions to purchase, cultural attributes and significantshifts in having a desired possessions of brandedapparels. The role of information technology in influencing buying behaviour has been well recognized (Widing andTalarzyk, 1993; Hoque and Lohse, 1999).It affect almost all aspects of international marketingmodels i.e. business-to consumer marketing and business-to-business marketing but qualitative andquantitative effects are different for consumer buyingand business buying respectively (Kotler, 2000;Kaplanand Sawhney, 2000).Although IT affects both business-to consumer marketing and business-to-businessmarketing, its effects on consumer buying and business buying behaviours are qualitatively and quantitativelydifferent (Kotler, 2000;Kaplan and Sawhney, 2000). Acentral concern in marketing, organizational buying behaviour has been an important domain of scholarlyinvestigation for a long time (Sheth, 1973)Many observers have noted that, quite aside fromcreating any cultural homogeneity, globalization is leadingto a renaissance of interest in local customs and traditionsand there is a remarkable change which is seen withdiminishing homogeneity within the country andincreasing homogeneity and communalities across theglobe (Cleveland and Laroche, 2007). This is one of the most often disregarded essentials in a company’sinternational marketing strategy that can determine thesuccess or failure of a product or service is culture. Sinceculture is very important to people’s existence and itsways the way people perceive, process, and construethe information, owing to these reasons culture has ahuge impact on the business.Awareness and grounding of culture of business partner will go a long way in serving and avoidembarrassing yourself and your company as well as possible isolating of potential customers. Continuedcultural awareness, communication and competenciesmust be a priority for success of business. Most of themanufactures of designer firms of apparel are trying to bridge intercultural differences and building culturalconsonance across consumer segments on a variety of contexts that stimulates interest in fashion apparel andare trying to embed every bit of market variations acrossculture in their business strategy.In devising cross cultural strategies the marketer hasto be very careful in using phrases, metaphors, idioms,humour, vocabulary, grammar, concepts, and languagestyle and these mentioned things have to be strictlyequivalent across cultures in which the business is done,otherwise it can create a lot of problems and chaos asto what you mean and what others conceive and perceive. Normally now all the firms are using Customer centric market strategy which are developed on self-worth feature of consumer is used by the firms to improve buying purpose towards fashion apparel (Horowitz,2009).Powerful market stimulants such as fashion showson television, fashion advertisements, in-store displays,and fashion events in the urban shopping malls haveinfluenced the transnational cosmopolitanism amongconsumers. Such interactive marketing strategies of fashion apparel have shown convergence of traditionaland modern values and lifestyle to develop ahomogeneous global consumer culture. The conventionalmethod of using societal icons as the cultural drivershave now been replaced by global fashion players withflagship brands as a basis for product position and marketsegmentation. It is found that multi-channel systems of  brand building and differentiation influence the consumerstowards fashion apparel and need is created at locallevels supportive of, and constituted by, culturalindustries. The Italian city of Milan shows how the city
www.cpmr.org.inOpinion: International Journal of Business Management
ISSN: 2277-4637 (Online) | ISSN: 2231-5470 (Print)Opinion Vol. 2, No. 2, December 2012
has became a destination brand, where different variouschannels are being negotiated and integrate servicefashion and design branding strategies .Globalization andincreasing competition, and short product life cycles infashion retailing cultivate asymmetric consumer behavior and pose a number of marketing challenges for retailfirms in India. In order to survive in this industry, it isvital for manufacturers and for retailers to develop andleverage core marketing capabilities. This study examinesthe effectiveness of different fashion marketing strategiesand analysis of the consumer behavior in a cross-sectionof demographic settings in reference to fashion apparelretailing. This paper also discusses the marketingcompetencies of fashion apparel brands and retailers inreference to brand image, promotions, and external-market knowledge. The study examines thedeterminants of consumer behaviour and their impacton purchase intentions towards fashion apparel.Consumer market for fashion apparel has become morediverse by designer brands, store brands, personalization, advertising, and ethnicity in the globalmarketplace. If manufacturers and retailers of fashionapparel can identify the target consumers’ preferences,they may be better able to attract and maintain their target consumer group. However, little research has been conducted to investigate the factors influencing theapparel shopping behaviours among Hispanicconsumers. Thus, the purpose of the present study is toinvestigate the attributes of shopping designer apparelamong consumers in India.The present paper is divided into following sections,Section I, i.e. the present section gives the insights of changes in the culture and its impact on Indian fashionindustry and preferences of buying. Section II gives theextensive reviews the literature .Section III gives analysisand interpretations of the results, followed by summaryand conclusions contained in Section V. References arethe part of the last section.
The fashion apparel has been quiet successful in buildingan image in the market by which is mainly exemplifiedas sexually ardent designs across genders (Narumi,2000). It is argued that shifts in consumer culture areconsidered as part of an international cultural system.There are many consumer values fitness for purpose,functionality and efficiency are considered as main driverswhich contribute significantly in cultural change andchange in fashion fit their lifestyles (Hartley andMontgomery, 2009). The platform adopted by the is inits Free design form the apparel designers,manufacturers, and retailers to exhibit geometry modelsof apparel products. Apparel products are essentiallydesigned with reference to human body features, andthus have a common set of features as the human modelhence is helpful in producing automatic generation of fitted garments. As seen people across genders buy theclothes which are mainly offered by the retailers, whoare mainly influenced by lifestyle, cultures and values(Wang et al, 2009). Hence, the following hypothesiscan be laid:People buy products which are mainly influenced by the consumer preferences the base of which is socialdifferentiation of the products and self esteem of theconsumer and this choice differs across culture whichlargely differs in their cultural orientation (Moon
et al 
,2008).Cultural dimensions like individualism, masculinity,uncertainty and avoidance etc is considered as a veryuseful framework in explaining cross cultural differencesin customer acceptance of designer products(Hofstede,1980).Apparel is often used for its symbolic valuereflecting the personality and status of the user. Whenthe apparel holds a designer brand, it may be perceivedas an ostentatious display of wealth. Thus consumersare motivated by a desire to impress others with their ability to pay particularity high prices for prestigious products (Solomon, 1983). Such personality dimensionsoften play critical role in shifting the consumer culturetowards brand led buying behaviour of utilitarian goods.The designer apparel brands are perceived by theconsumers as prestigious brands encompassing several physical and psychological values such as perceivedconspicuous value, perceived unique value, perceivedsocial value, perceived hedonic value and perceivedquality value (Prendergast and Wong, 2003).Consumer experience with high socio-economic power perceptions

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