Factors that Motive and Demotivate Young Males in the U.K. to Purchase Luxury Clothes Online - Dissertation Example

The growth of the luxury market is attributed mainly to the emotional attachments consumers have with certain luxury brands. The growth has particularly been witnessed in the luxury clothing market that has experienced rising sales volumes. Online shopping which involves buying of goods or services directly over the Internet has grown in popularity over the past couple of years. The growing popularity of online stores or electronic shops is evident in the fact that they have increased in number.

While there are countless online stores, a few of the popular ones include eBay and Amazon.com. Online shopping has several advantages to shoppers and marketers alike. Their main advantage is their convenience and capacity to link buyers and sellers who are separated by great distance. 1.2 Statement of the Problem The number of people performing online shopping in the U.K. and indeed across the globe is rising by the day. While this is a general trend, there are people who do not like to engage in online shopping for various reasons or as a result of various barriers.

Young males in the U.K. love to own luxury clothes, especially if finance is not a limiting factor. While some of the males prefer to purchase luxury clothes online, a significant portion of the population would rather go to brick and mortar shops to make similar purchases. This study is dedicated to establishing the factors that motivate and demotivate young males in the UK to purchase or avoid purchasing luxury clothing online. This study is necessary since there is no such study that has been conducted in the U.K. before.

The study will therefore fill the knowledge gap that currently exists in this respect. 1.3 Research. Traditionally, people have been used to purchasing products directly from physical stores. This method demands the physical presence of consumers at the store when selecting the products. However, the trend has changed tremendously over the last few decades because of technological advancements. According to Hasan, the developments witnessed in new media technologies ranging from the Internet, CD-ROMS, interactive kiosks, to digital TV and radio have ushered in a new era.

The new media have not only changed marketing communication but have also influenced consumers’ behavior. Hasan argues that the advent of new technologies such as theInternet has changed the way consumers behave.According to Arens, online shopping enables consumers to place orders by giving a description of the product or service over the Internet. Once the order is received, the product is delivered to the consumer at the closest point of collection. Apart from offering consumers, a better way of viewing products and services offered at the store, it also builds a close relationship between consumers and marketers.