Does Clothes Price Influence Cambridge EF Student to Purchase - Research Paper Example

Quantitative and Qualitative Research (Does clothes price influence Cambridge EF to purchase Table of Contents Table of Contents 2 Introduction 3 Literature Review 4 Methods 5 Results 7 Discussion 10 References 12 Introduction In this contemporary era, after the imposition of globalization in the world economy, the standard of living of a large number of people has improved largely. People belonging from the recent social alterations have also moulded their living style as per the needs to ensure their healthy sustenance. One of such influences can be identified with reference to the dressing style of people within a society, which is also recognized as a key result of the transformations of the modern era. Therefore, the rise of modern era within the society is considered as an important influencer to the huge transformation in the dressing style of people in various societies. Stating precisely, as per the recent trend, the clothing price is getting cheaper than the previous trends. Correspondingly, in order to examine this notion, the students from the EF studies of Cambridge region will be observed in this study as subjects to answer the question as to whether they are being influenced by the clothing price. The prime objective of the study is to analyse the recent prices of clothes in the area of Cambridge region in contrast with the trend observed around the globe. Besides, the study will also evaluate the extent to which, the recent clothing price has been affecting the purchasing power of EF students from the Cambridge region, based on the hypothesis developed below. Null Hypothesis: Pricing Strategies of clothing influence the Cambridge EF students’ purchasing behaviour. Alternative Hypothesis: Pricing Strategies of clothing does not influence the Cambridge EF students’ purchasing behaviour. Literature Review In the recent scenario, dressing style has become an important matter for the young generation, which is considered as a mechanism of imprinting one’s personality and superiority from their counterparts in the society. Observably, a large number of clothing or textiles companies have been paying more attention towards delivering quality services providing fashionable clothes to its consumers, based on their tastes and preferences. According to Allwood & et. al. (2006), the modern day clothing materials are getting cheaper, increasing scope for innovation in the industry dimensions. Notably, the modern trend clothing style is recognised as more fashionable rather than expensive and diverse, which indicates the perception of its users to differentiate themselves from others within the society. Allwood & et. al. (2006) further elaborated that in the year of 2000, aggregated consumer expenditure amounted at around US$1 trillion that also indicates the expanding boundaries of the industry. Above all, it signifies the changing perceptions and notions amid the consumers of the clothing industry, which on a wider realm, may exhibit the transformations witnessed within the global society. This particular notion was supported in many studies including that of Jiratanatiteenun & et. al. (2012), who described that in Thailand as well as in Japan, young people are attracted by fashionable clothes and prefer those more than traditional wears in their daily life. Bakewell & Mitchell (2003) also elaborates that fashion trends as well as effective pricing strategies within the clothing industry have been strongly influencing the buying decision of its consumers, who have now become more concentrated on their comfort and social imaging. It is to be noted in this context that the students belonging to EF education departments are the prime as well as major customers of the clothing industry in Cambridge (Allwood & et. al., 2006). As the students belonging to EF education are observed to have frequent educational tours, they tend to grow their demand for different forms of clothes to suit their lifestyle, making changes in the fashion trends and likewise influencing the produced quality of the industry (Allwood & et. al., 2006). According to the report of Levi Strauss & Company (2010), fashion is recognised as an important feature, which influences the consumers’ buying tendency to a substantial extent. It has been also observed that people belonging from the fashion industry has been much benefited, due to increased purchasing rate of clothes within the society. However, the buyers’ decisions have also imposed significant influence over the buying behaviour of the consumers. As per Wang & et. al. (2004), few consumers are regarded as brand cautious, which can also impose significant impact over the buying behaviour of the customers. Most of the time, people show their interest towards purchasing the branded goods as well as imported goods, which express trends in consumer buying behaviour (Wang & et. al., 2004). Methods The study is focused on evaluating the key influences of consumer’s buying decisions in the clothing industry, with special emphasis to the society of Cambridge. To be precise, the study is intended to evaluate the ways through which the clothing prices will affect the buying decision of EF students belonging from the Cambridge region. In order to accomplish the determined objective of this research, a mixed approach has been recognised as suitable as well as helpful. It has been noted accordingly that during the research process, the adoption of mixed approach as a research design for evaluating the actual problem relating with the research topic has been proven effective as well as successful. The research topic depicts about how clothing price influences the buying decisions of EF students of Cambridge (New Age International, n.d.). In order to evaluate the price effectiveness of clothing as well as how it will influence the customer’s buying strategies as an effective research process, has been conducted. In order to design the qualitative approach, a large number of determinants have been evaluated for influencing the purchasing decisions of customers as well as students belonging from the Cambridge region. On the other hand, selection of the quantitative approach has been recognised to be helpful in gathering the primary data that indicates customers’ intention over their purchasing intent towards new products, especially clothes. In order to gather the data related with the customers’ psychology, the conducted survey has included face-to-face interview sessions with the subject respondents (New Age International, n.d.). In this regard, a questionnaire has been prepared for the interview session. The research process included the customers or EF students only for identifying their mentality over the pricing strategies made by a large number of clothing companies. There are approximately 50 participants, belonging from EF study background of Cambridge, who were included with the aim of accomplishing the research approach (New Age International, n.d.). The respondents are the EF students of Cambridge University. Participant who were selected for the research paper belonged from the age group of 19-22 years. The survey was conducted for an overall two months period, which was considered sufficient for collecting the required data. It is also stated that when conducting the survey as well as research process, reliability of the data sources was maintained throughout the process. Participants were awarded the freedom for withdrawing their name from the conducted interview at any point of time, which was thus based on their free will. During the research process, the confidentiality of the respondents was maintained throughout the data collection process by keeping the participants’ details confidential. The ethical consideration has also been maintained during the qualitative research. However, the secondary resources were not been destroyed as well as actual interpretation was made when analysing the actual data (New Age International, n.d.). Results After collection of the intended data, analysis was conducted, which represented the results relating to buying decisions of EF students of Cambridge through graphical presentations. In response to Question 1 (refer Appendix 1), students have largely affirmed to belong from the age group of 19-22 years. It was observed that in Cambridge University, students are the prime customers of garments companies. The students have largely affirmed that out of 50 participants, 15 students were 19 years old, 10 students were 20 years old and 8 students were of 22 years old, while a majority students were of 21 years old, who were the prime customers. Figure 1: Age Groups of Participants In response to Question 2 (refer Appendix 1), students largely affirmed that they are the prime customers of casual clothing. It has been apparently observed from the data gathered that 25 students out of 50 preferred wearing casual clothes while 15 students out of the total respondents preferred wearing formal clothes. The rest of 10 people preferred more to wear traditional clothes. Figure 2: Types of Clothing preferred by Customers In response to Question 3 (refer Appendix 1), students were asked to communicate their preferences regarding branded clothes. 2 students out of 50 had agreed about their choice regarding branded clothes. However, majority students were not observed to be brand conscious. Figure 3: Brand Conscious People In response to Question 4 (refer Appendix 1), students affirmed regarding their obsession over fashionable clothes. Majority participants, i.e., 35 students are preferred wearing fashionable clothes while the rest had an opposing view to the same. Figure 3: People prefers fashionable clothes In response to Question 4 (refer Appendix 1), students were asked about their adverse reaction to purchase expensive clothes. Out of 50 students, 40 denied regarding their preferences over expensive clothes. Rest of the respondents, i.e. 10 students emphasised purchasing expensive clothes. Figure 4: People prefers expensive clothes Discussion Based on the needs of the research, data was collected from the 50 respondents as already mentioned above. These 50 participants comprised students of the EF departments of Cambridge University. Based on the face-to-face interview sessions, the collected data was correspondingly represented in the above section exhibiting about the different determinants that influence the purchasing decision of EF students of Cambridge University. With the help of the collected data, effective utilisation was made that would enhance the ability of the data to attain the actual objective of the study (Bakewell & Mitchell, 2003). From the study, it has been noted that majority of the young garment customers of Cambridge are the EF students. In this regards, it was observed that majority of young customers of Cambridge region, belonged from the age group of 19-22 years. It is quite apparent that the purchase of clothes is popular among the young students of EF studies, as they have the valid purpose of needing clothes and that too casual in order to remain comfortable throughout the day. It is also observed that students belonging to EF study of Cambridge preferred fashionable clothes, which were comparatively cheaper in nature. Inexpensive clothes along with recent fashion trends were also the first preference of the students belonging from the EF studies. It is also apparent that the highly expensive clothes as well as branded clothes were not the first choice of the students of Cambridge University (Kauffman & Wang, 2001). In accordance, by reviewing a large number scholarly articles as well as interview responses, it has been observed that students belonging from the Cambridge university prefer fashionable as well as casual garments, which are comparatively cheaper in nature. In this regard, the null hypothesis has been accepted for the research study. References Allwood, J. M. & et. al., 2006. The Present And Future Sustainability Of Clothing And Textiles In The United Kingdom. University of Cambridge Institute for Manufacturing, pp. 1-84. Bakewell, C. & Mitchell, V-W., 2003. Generation Y Female Consumer Decision Making Styles. International Journal of Retail & Distribution Management, Vol. 31. No. 2, pp. 95-106. Jiratanatiteenun, A. & et. al., 2012. Habitual Difference in Fashion Behavior of Female College Students between Japan and Thailand. Advances in Applied Sociology, Vol. 2, No. 4, pp. 260-267. Kauffman, R. J. & Wang, B., 2001. New Buyers’ Arrival under Dynamic Pricing Market Microstructure: The Case of Group-Buying Discounts on the Internet. Working Papers, pp. 1-35. Levi Strauss & Company, 2010. Fashion Futures 2025. Global Scenario of a Sustainable Fashion Industry, pp.1-60. New Age International, No Date. Research Methodology: An Introduction. Sample Chapter, pp. 1-7. Wang, C-L. & et. al., 2004. Consumer Decision- Making Style on Domestic and imported Brand clothing. European Journal of Marketing, Vol. 38, No. 1, pp. 239-252. Read More