Exploratory Research Paper of Australia Fashion Purchase Behavior
Marketing and Audience Research
Exploratory Research Report
Executive Summary
This report investigates the fashion clothing purchase behavior by examines the drivers such as perception and motivation. Four adults have participated in this research, in order to complete an interview which conducted under QUT guidelines, and transcripts collected have been used as thematic analysis for further process. Some major findings and recommendations generate after data analysis of interview transcript. Notwithstanding that fashion is subjective, Researcher discovered commonality that consumers tend to perceive a brand value with its price, and higher price implicates better quality and value. However most of the consumers reveal the price of designer clothes is overpriced; therefore manager should emphasis on branding, social media and pricing strategies. In spite of some limitations have untaken during this research, some major findings and recommendations are constructive and contribute to further research on fashion purchase behavior.
1.0 Introduction and Background
1.1 Importance of the research
Exploratory research is an investigation into a problem or situation which provides insights to the researcher (Clow & James, 2013). By comprehending fashion purchase behavior, particular strategies and consumption influences can be applied in the market. Thus, Purchase behavior differs by individual consumers, it would be arduous to clarify consumer behavior without understanding how people process information and they act subsequently (Jansson-Boyd, 2010). In process of research, it provides profound perception of consumers’ attitude towards fashion clothing purchase behavior.
1.2 Scope of the report
Aims on the drivers of consumer purchasing fashion clothing, this investigation include consumers’ perception on behavior of fashion purchase. The data were collected through four English speaking interviewees in Australia individually. Among all
Exploratory Research Report
Executive Summary
This report investigates the fashion clothing purchase behavior by examines the drivers such as perception and motivation. Four adults have participated in this research, in order to complete an interview which conducted under QUT guidelines, and transcripts collected have been used as thematic analysis for further process. Some major findings and recommendations generate after data analysis of interview transcript. Notwithstanding that fashion is subjective, Researcher discovered commonality that consumers tend to perceive a brand value with its price, and higher price implicates better quality and value. However most of the consumers reveal the price of designer clothes is overpriced; therefore manager should emphasis on branding, social media and pricing strategies. In spite of some limitations have untaken during this research, some major findings and recommendations are constructive and contribute to further research on fashion purchase behavior.
1.0 Introduction and Background
1.1 Importance of the research
Exploratory research is an investigation into a problem or situation which provides insights to the researcher (Clow & James, 2013). By comprehending fashion purchase behavior, particular strategies and consumption influences can be applied in the market. Thus, Purchase behavior differs by individual consumers, it would be arduous to clarify consumer behavior without understanding how people process information and they act subsequently (Jansson-Boyd, 2010). In process of research, it provides profound perception of consumers’ attitude towards fashion clothing purchase behavior.
1.2 Scope of the report
Aims on the drivers of consumer purchasing fashion clothing, this investigation include consumers’ perception on behavior of fashion purchase. The data were collected through four English speaking interviewees in Australia individually. Among all