Designer Clothes - External Reasons for Treating Clients Decision-Making Model - Case Study Example

External Factors Affecting Decision Making Process: Designer Clothes Student’s Name Institution Consumers, in most cases, are faced with decision on what to buy and at what price and place. The decisions solely lie with them because they understand best their tastes and preferences (Kotler& Armstrong, 2002). In certain cases, they are not allowed this free will to choose the exact course of conducting a given purchase. External factors, just like internal factors of decision making, play a greater a significant role in determining whether or to go ahead with certain purchases. The buyer might be willing and able to conduct a purchase but due to the fact that they have no control over external factors then they decisions is affected immensely (Kotler& Armstrong, 2002). Businesses perceive customers as rational and independent beings that are focus on matters related to consumer behaviour. The focus on this paper lies on examining the different external facets that affect a consumer decision to purchase designer clothes. External factors that might affect the consumer’s decision to purchase or not are discussed as follows; For one, consumers in need of designer clothes might be barred from engaging in the exercise due to culture. Culture is a significant level of beliefs that affect the day-to-day lives of human beings and the way they are allowed to form relationship with each other (Uchenna, 2015). People are confined and defined according to their culture hence this aspect affects almost all forms of decision they undertake including the decision to purchase products or services (Uchenna, 2015). It means that consumers in need of designer clothes will have to gauge whether or not their appearance will cause discomfort or overlook the cultural beliefs in place. Consumers have no level of control to dictate what culture expects of them hence they will either be allowed to buy or not buy at all in regards to the way they will be perceived (Uchenna, 2015). Notably, due to cultural beliefs and values, consumers will engage in the purchase after analyzing their immediate ethnic background, religious foundations and geographical locations. For instance, in the course of purchasing designer clothes consumers will counter check whether the product fits in well with the surrounding community or whether it is allowed in their respective religious connotations (Uchenna, 2015). The geographical location might also affect the consumers’ decision appropriately. For instance, it is impossible to wear designer clothes in countries where winter persists more than summer like in Arctic based countries (Uchenna, 2015). As much as the consumer might have the urge and ability to purchase the product, they will be forced to keep it in their wardrobes due to poor weather. Certain geographical places also portray a distinctive mode of dressing hence it will be difficult to convince them while wearing different clothing. They will likely refuse association. Consequently, potential customers for designers’ clothes are faced with the challenge of social class influences. Social class influences are unique character attributes that are used to define certain people that live within a certain income category or place (Saha, Dey & Bhattacharyya, 2010). Societies today are categorized in respect to the social class like the rich, middle-class and the poor people. The social class aspect is an important facet to analyze in deciding consumer purchasing decisions because it defines the way they perceive products. Social classes tend to portray a common share of beliefs and values and these factors dictate their purchasing behaviours at all times (Saha, Dey & Bhattacharyya, 2010). Because social class status influences the way the people purchase products and services, the need to purchase designer clothes became relative. For instance, some clothes might be depicted as being designer clothes for the middle class while perceived as being ordinary clothes by the rich individuals. Thus, the degree of designs and such other aspects as popularity and price determines the way certain individuals will purchase such a product (Saha, Dey & Bhattacharyya, 2010). In other cases, these designer clothes might be similar in patterns and all other features but differentiated by social class in places where they are sold. Particularly important, this factor incorporates the aspect of geographical location and individual occupation. Consumers from developed economies might enjoy a higher income base and employment opportunities as compared to those living in the developing countries (Saha, Dey & Bhattacharyya, 2010). This might determine the type of designer clothes they may wish to purchase however; they are all guided by the fact they cannot go below certain social class. An important fact to note is that social class influences consumers to purchase certain designer clothes as opposed to normal wears because they are required, by that society, to keep up with top notch appearance. It is this requirement that the consumers lack control over while engaging in purchasing of cloth products (Krishna, 2011). They must fit in well with the surrounding neighbours otherwise they might not be accommodated in social class groups. Consequently, the decision to purchase designer clothes by consumers is significantly affected by social groups’ perceptive and views. Each and every human being belongs to certain social groups just the same way they are categorised into different social class influences (Krishna, 2011). People belonging to certain social groups are reflected by similar levels of attitudes and relationships as they are in constant interaction. The factor involved with social groups is deemed important because it determines whether by wearing certain clothes individuals will be allowed access to interactions. In fact, social groups are categorised into both primary and secondary groups (Krishna, 2011). Primary groups are depicted by their capacities to execute non-formal personal interaction processess. Perfect examples of such forms of groups are study and family based gatherings. Individuals existing within this group category will be affected in the way they purchase clothes. Relations, in this group, are created by one’s appearance and attitude towards fashion. Secondary social groups are formalised and professional in nature. They include Rotary clubs and relationships formed as a result of shared job occupancy like Accountants (Krishna, 2011). In order to secure trust and respect within this group, a person is expected among other things to wear impressively and decent. Thus, it means that people will tend to purchase decent and designer clothes in order to earn trust and respect of these groups. That is to say, the behaviours of members of these groups highly influence others and their way or living (Patwardhan, Flora & Gupta, 2010). For instance, in case a member recently joined the group then it means that he or she will have to adhere to certain elements as dress code and appearance so that if designer suits are worn during such gatherings then they have no choice but to secure one for wearing (Patwardhan, Flora & Gupta, 2010). In other cases, these groups dictate directly to new and existing members on the nature of their attire. This will prompt them to subscribe to a certain way regardless of the views on such important aspect of their lives. The notion of family values and beliefs also dictates the way individuals perceive their mode of dressing. Family matters influences the way decisions should be made in order to conform to specific family perceptive and values (Patwardhan, Flora & Gupta, 2010). Each and every individual member of a family is expected to ensure that they adhere to this code of values lest they be labelled outcasts. Family decisions are mostly made in a holistic manner so that freedom to make individual decisions rests with only some members who have attained certain level of respect and experiences (Patwardhan, Flora & Gupta, 2010). Family values mostly affect children so that their ability and willingness to purchase designer clothes is limited by their parents. Parents will only make sure that children are dressed according to their level of status hence anything that goes beyond their budgets is deemed luxurious and unnecessary (Patwardhan, Flora & Gupta, 2010). In case where joint decisions are made on democracy still the final say rests with adults. Notwithstanding, it is true that children in most cases have learnt to adopt and adhere to certain family patters even in their future lives. Given the fact that family structures always undergo imminent changes in their immediate structures, there is a possibility that the decision will be extended to relatives of another family structure (Simcock, Sudbury& Wright, 2006). It means that even as families increase or reduce, they cannot engage in impulsive buying if their budgets are limited. No single member will be allowed to purchase a designer cloth because the amount has been budget for some other purchases (Simcock, Sudbury& Wright, 2006). It is possible that different members of the family might have financial prowess to purchase designer clothing lines however; for the purpose of upholding family values and respect then they are barred from ever engaging in such behaviours. Consumers decision making process can also be affected by the underlying economic conditions. The present economic situation affects a consumer directly and they have no control over. It determines their purchase behaviours at any given moment. For instance, in this case, the consumer will only be able to afford designer clothes in case they enjoy high levels of income and savings. On the contrary, an individual whose economic condition is lowly placed suffers from the incapacity to purchase such expensive products as Italy designer suits. It is important to comprehend the fact that economic conditions for any person affect the external surrounding environment (Simcock, Sudbury& Wright, 2006). Thus, it is difficult for a single person to demand for equal pay or savings plan from the government of the day. As a result, they lack the capacity to engage in their willingness to purchase and wear such expensive clothes. The lifestyle of an individual might also dictate whether they will be willing to purchase designers clothes. Lifestyle of an individual showcases the manner for which they live in a particular society and it is immensely expressed by aspects surrounding them at any given moment in time (Simcock, Sudbury& Wright, 2006). It is more focused on a customer’s level of interest opinion and activities that shapes their entire pattern of acting and interacting with others. It is important to note that although lifestyle is in-grown it is difficult for any person to control regardless of their willingness and ability to purchase (Saha, Dey & Bhattacharyya, 2010). An individual will conform to a certain way of dressing just because he or she want to be perceived differently hence they cannot be easily swayed to change their dressing patterns. To sum up the discussion above, it can be noted that consumers are exposed to certain factors that they have no control over in the course of making significant purchasing behaviours. These factors are known as external factors and affect their purchasing behaviours in regards to purchase of such items as designer clothes. The paper notes that cultures, which are basically a way for which individuals depict beliefs over certain mode of lifestyle, affect their purchasing behaviours. Potential customers intending to purchase designer clothes might be willing and able to do so but will not engage in buying since their cultural values, beliefs and trends forbid from wearing certain clothes. Another important external factor mentioned in the paper is social groups where individuals engage in both forma and non-formal relations depending on their appearances. Such other factors as lifestyle, economic conditions affecting individuals as well as social class influences have successfully defined the manner for which consumers will purchase designer clothes from ordinary ones. Thus, the paper has achieved its objective of identifying different possible external factors that might affect individuals in the course of making purchases. References Kotler, P & Armstrong, G. (2002), Principles of marketing, Pearson Education Asia, Delhi Kotler, P (2004), “A Three-Part Plan for Upgrading Your Marketing Department for New Strategies”, Strategy and Leadership, 32(5), 4-9. Krishna, C. V. (2011). Determinants of Consumer Buying Behaviour: An Empirical Study of Private Label Brands in Apparel Retail. Vilakshan: The XIMB Journal of Management, 8(2), 43-56. Patwardhan, M., Flora, P., & Gupta, A. (2010). Identification of Secondary Factors that Influence Consumer's Buying Behaviour for Soaps and Chocolates. IUP Journal of Marketing Management, 9(1/2), 55-72. Simcock, P., Sudbury, L and Wright, G. (2006). Age, Perceived Risk and Satisfaction in Consumer Decision Making: A Review and Extension. Journal of Marketing Management, 355-377. Saha, S., Dey, M., & Bhattacharyya, S. (2010). Factors Affecting Consumer Buying Behaviour of Shoes in Kolkata: A Case Study. IUP Journal of Management Research, 9(4), 39-60. Uchenna, U. J. (2015). The Impact of Consumer Behaviour and Factors Affecting On Purchasing Decisions. Global Conference on Business & Finance Proceedings, 10(1), 204-212. Read More