Information about the Main Purchasing Habits for People Who Buy Clothes - Literature review Example

CHAPTER 2: LITERATURE REVIEW This chapter of the dissertation involves a critical review and analysis of theories and concepts relevant to the study. This will involve a review and analysis of third party sources including books, journals and other sources that provide the right framework within which the rest of the research can be designed. The elements of this chapter are also essential in interpreting the findings that will be gathered from the fieldwork. Thus, the chapter will evaluate and analyse groundbreaking definitions and theories that are relevant to online cloth buying behaviours and consumer psychology Clothing Purchase Behaviour This section of the research will examine the main pointers and factors relevant to the purchase of goods amongst various classes of people in society. There are numerous studies that have been conducted into the main causes and factors that influence the choice of specific clothes. These pointers are significant and could be generalised and interpreted to draw parallels with the current study being conducted. A study into clothing choice and purchasing behaviour indicates that “... materialism, brand engagement and status consumption positively influence clothing involvement and brand loyalty.” (Goldsmith, et al., 2012, p. 102). This shows that materialism and brand connection and how it enhances the status of an individual and this influence the way and manner in which people choose their clothes and products. In spite of the main trend towards status, there are some other indicators linked to consumers’ basic physiological needs like keeping them warm and achieving the right purpose for which the customer is buying the cloth (Easey, 2014). This implies that although consumers of today might be moved by the obvious ostentatious desire of purchasing certain clothes that reflects a given status, they are still moved by the need to meet the basic features of their purchase like weather protection and the need to be covered and not appear nude. Other research works indicate that the kind of mood a purchaser had influences the kind of clothing purchasing decision s/he takes at the point of purchase (Hines & Bruce, 2012). This is because there are some tendencies to make some specific choices when a person has a certain feeling. This culminates in a series of different actions and choices that might follow a given pattern. Age and personal circumstances also forms a basis for choosing certain specific products and services (Gwilt, 2013). This implies that there are numerous tendencies that naturally come into people at certain ages. Therefore, as a person is in his or her younger adulthood, that individual might have some choices. As a person gets me matured, there are desires and expectations for other product types and brands. The culture of an individual also plays a role in informing a consumer of what is appropriate and what is not. This is because people from various backgrounds have different definitions of right and wrong and this in turn defines what is appropriate and what is not appropriate (Lewis & Potter, 2010). It has been identified that sustainability in production system is gradually becoming an important part of consumer clothing purchase behaviours and thoughts (Hiller Connell & Kozar, 2012). Apparel and production systems must be presented in a way and manner that is done in a sustainable manner (Hiller Connell & Kozar, 2012). Perceived Benefits of Online Clothing Purchasing The main pointer of online purchases of clothes lies in the fact that most consumers spend more time viewing the products and also asking for information (McCormick & Livett, 2012). This is because online purchasing allows the consumer to personalise his or her purchasing experience. This can be done by viewing the product from different angles and stimulating his or her utilitarian effects (McCormick & Livett, 2012). This information that is gathered on viewing culminates in question that most consumers are able to present to the sellers in order to gain some degree of verification and clarification. Comparison of information about the purchasing trends and habits of a given clothing website also allows consumers to get a basis for the comparison of information. Therefore, studies show that the ability to compare information is a common thing that is used in online learning and this defines the online clothing purchasing experience on many levels (Laudon & Traver, 2012). This therefore implies that there is a bigger opportunity for online shoppers to check different options and different offers before making purchases in any given point in time. On the other hand, other studies identify that the two main factors that defines online purchasing in the fashion industry includes the response to adverts and other sales promotions that are presented online and the quest for lower prices (Elking, 2013). Therefore, online fashion behaviours include the quest for consumers to respond to adverts by clicking them in order to see what follows. This leads to purchase choices and browsing for purchase options in order to choose the most appropriate. In addition to this, there are many people who go online and purchase only after they have spent a lot of time checking the different pricing options. Some scholars also identify that the common trend is that most consumers, particularly female consumers check prices and do a lot of comparisons online in order to complement their purchase in physical shops (Krafft & Mantrala, 2011). This implies that online shopping is somewhat an inducer and a factor that gets consumers to build their purchasing decision rather than a unique and distinct activity and process. A significant divergence between a traditional brick-and-mortar fashion shop and online purchases lies in the fact that a purchaser who buys over the Internet cannot try the clothes on. Therefore, Ghorbani Ali identifies that there is a trend towards the intimate knowledge of a given purchaser’s features. This enable the individual to identify what is most appropriate for him or her before making an online purchase (Ali, 2010). There is also a trend whereby consumers seem to be influenced by the level of sustainability disclosed on a given online fashion website The guarantee of a stable and a responsible supply chain system allows consumers to make positive choices and think of a firm in a positive manner (Cervellon & Wernerfelt, 2012). Therefore, websites are also responding to this kind of consumer behaviour trend by showing their environmental responsibility and their tilts towards environmentalism. Studies of college students’ online clothing purchase behaviours show that there are some important pointers that induces purchasing behaviours and choices. A study concluded that “convenience, recreational, and fashion-conscious shopping orientations are important pointers in the decision of college students who buy clothes online and this is in addition to impulse buying, perceptions on quality, brand, as well as price shopping orientations.” (Workman & Cho, 2012, p. 271). There is therefore the tendency for consumers to view pointers and identify things that relates to convenience and the recreational value of a given purchase or procedure. This is because there are many views that people have concerning the ease of comparing prices and not having to adjust to a busy schedule. Hence, there is a general trend through which people build some kind of impulsive spending habits by continuously viewing and checking for quality and brand standards. Perceived Risks of Online Clothing Purchasing The risks of online clothing purchase have to do with the fact that consumers tend to avoid the risks and issues with what other consumers who have used the product claim. One of the main factors that influences online sales been indentified to be the reviews that are left on the website by third party buyers and what they think of the products (Cui, et al., 2012). This is because empirical evidence shows that in a period where there were high numbers of positive reviews on a given product or cloth, its sales also increased and went up because people became positively disposed to the products and they sought to purchase it due to the positive review they received about the product. Therefore, a negative review provides some kind of risk and issue that might be problematic. Another risk has to do with the kind of purchase that is being made and whether that purchase will meet the needs of the consumer or not since the product cannot be worn or tried as it might be in traditional shops (Ali, 2010). The kind of design that a website has is proven to have an important impact on the sales and the website structures and systems of a given website. In a study, there were two main websites that were evaluated and critiqued to identify whether there were important pointers that defined and determined the main trends and processes that influenced sales. (Luo, et al., 2012). The study involved a critical analysis and review of the satisfaction levels that came with the purchasing behaviours and habits of people who purchased on specific sites. In the study, there was a large dataset extracted from two websites that were online and had e-commerce competencies and capabilities. The study viewed the importance of uncertainty and the significance of retailer visibility and popularity on consumers’ purchase behaviour (Luo, et al., 2012). The findings indicate that in cases where there are high levels of product uncertainty and the retailer’s visibility is low, consumers have a negative perception and views of the website. This implies that the website is viewed in a negative light due to the uncertainty that comes with the product and the credibility of the website. Further studies indicate that service quality can be disregarded and people might have a negative impact on the perception consumers might have about a given website. Other studies also identify that product differentiation enhances demand and this allows consumers to purchase more products (Ju-Young, et al., 2012). Thus, in the online purchasing environment, consumers are more prone to product differentiation that is highlighted by the website and the selling entity. This implies that there is the need for information to show and present a strong case for the uniqueness and distinctiveness of the product at hand. External Factors that Affects Online Clothing Shopping The alteration of the environment of commerce when online and website sales are included transcends into the marketing process of these online sales processes (Armstrong, et al., 2012). The traditional 4Ps of the classical Kotlerian view of marketing, Product, Price, Place and Promotion are altered significantly in order to deliver goods and services online. Some argue that the central idea of place is altered and the worth of the website and sales medium becomes the place (Ferrell & Hartline, 2010). The Price of the product in question is important because it will define what consumers might want and there is a lot of comparisons that the consumer might want to make before making the purchase. The Promotion and adverts that are carried out influences the purchasing choices of consumers. The Product and its components is important as it shapes the decisions and choices of the consumer. This is because the consumer takes decisions about purchasing on the website, as opposed to the traditional shop where decisions’ scope might be significantly limited. Other researchers also identify that e-marketing is a distinct form of marketing that is done in the online selling environment and it follows the traditional marketing process and system (Meng & Chatwin, 2012). However, these researchers argue that the 4Ps is modified and applied in a system that is somewhat different form the traditional approaches and systems. Thus, there are various models that are used to describe marketing in these sectors and units. One of them posits that there is the 4Cs, which includes: 1. Consumers needs; 2. Cost to satisfy; 3. Convenience to purchase; 4. Communication (Meng & Chatwin, 2012) This model is applicable to online selling environments because it is easy to create an online selling portal and apply it in such a way and manner that will enable a firm to meet consumers’ needs and convert the consumer into a returning and a loyal buyer from their outlet. This is because aside everything, e-commerce gives consumers more options and more choice. Hence, there is the need for merchants to overcome competition and achieve optimal results. Gaps in Research The research indicates that the buying habits of students on a university campus, like Chichester University will involve some element of materialism or status enhancement. This is because most purchasers tend be sensitive to the kind of view other people have of them when they wear certain products. However, other writers argue that there is the need to maintain the basic physiological needs and desires of consumers. This includes the need for the clothe to meet the temperature expectations of the consumer in the particular season in question. There is also the fact and argument that the mood and desires of consumers play a significant role in the choices consumers make. Other obvious demographic factors like the age and cultural trends of consumers are identified to be significant. There is a fast growing pointer that influences consumers’ clothing buying habit and this is the trend towards sustainability and its standards in fashion supplying entities. Although this is an emerging issue, it is fast gaining foothold in determining consumer behaviour than most other factors. The use of the Internet has culminated in major issues and matters. This includes the ability to make comparisons before a choice is made. This often leads to observation and searching of more information to confirm important pointers before acquisition. Most purchasers are influenced by the sales and promotions in online selling activities amongst different producers. Some online buyers also make their purchase decisions on the basis of the prices that are on offer. However, online purchasing comes with a strong need to understand and know an individual’s own bodily features. Convenience also ranks as an important variable in the choice of purchasing. The reviews of buyers on a purchase made on a given website play a significant role in determining the purchasing trends and choices. This is because such choices and pointers are important and vital in providing a testimony about the product in question. Finally, the website design and the credibility of the information put on the website is identified by some scholars as a very important aspect in e-marketing and e-commerce. Product uncertainty and website visibility is important in helping consumers to formulate decisions. This includes the popularity and the level of convenience that is place on a given website. Product differentiation and the highlights of these different pointers play a major role in the choices that consumers make in the quest for the purchase of online products. E-marketing has therefore evolved to include the important pointers that highlight product differentiation and other pointers and views. There is also a major change in the major customer orientation in marketing. And instead of the traditional approach of the seller dictating trends, e-marketing comes through a process in which the consumer is made the central figure. Hence, the firm operates in a way and manner that will enable the consumers’ needs to be satisfied in the highest and best form possible. This includes the need to maintain convenience and communication desires and expectations of the consumers. Conclusion This part of the dissertation has presented important and vital information about the main purchasing habits for people who buy clothes. This has also culminated in major discussions of the main trends in online purchasing behaviours. This led to discussions about the marketing mix and how it appears and operates within the context of e-commerce. This literature review will provide guidance for the formulation of the research design and the design of data collection tools. This is because it has shown the most important pointers in the relevant topics. 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