Consumers motives and purchasing decisions

Question 1

Buying motives can be both rational and emotional:

Answer 1

To be fashionable
To be attractive
To impress others
To be accepted by friends, peer groups or collegues
To fill an emotional need

Question 2

To be fashionable

Answer 2

People may buy new clothes to feel like they are trendy or at least in the mainstream of fashion.

They may discard clothing that is still wearable but out of fashion.

Question 3

To be attractive

Answer 3

Consumers want clothes that are flattering, that make them look their best and show of their best attributes.

Question 4

To impress others

Answer 4

People may want to project a successful image or establish unique identities with fashion.

They may want to exhibit their taste level or income level through fashion.

Expensive brands have even been served as status symbols.

Question 5

To be accepted by friends, peer groups or colleagues

Answer 5

People have a desire to be accepted by their peers as part of off lifestyle.

Buying patterns suggest that people like some guidance or framework for their choices.

Question 6

To fill an emotional need

Answer 6

People often feel better psychologically through new clothes.

One can develop a feeling of confidence and self-assurance when one feels that they are wearing appropriate fashion.

This motive can encourage impulse buying.

Question 7

Criteria consumers use for its selection of fashion

Answer 7

Consumers are looking for the idea of quality at lower prices, often referred to as perceived value.
Shop more often at discounts stores or buy markdowns.

Consumers are becoming more selective buyers. They may buy only one important piece such as a jacket to update their wardrobe.

People are spending less on fashion.

Consumers look for comfortable, functional, multi use clothing.

People are buying closer to need.

Question 8

Aesthetic appeal (styling features)

Answer 8

Colour
Texture
Style

Question 9

Colour

Answer 9

People respond very personally to colour. They tend to select or reject a fashion because the colour is not appealing to them or suit them.

Question 10

Texture

Answer 10

The surface interest or look and feel of the fabric is used to make a garment or accessory is called the texture.

texture usually gives a clue as to the fibre content.

Question 11

Style

Answer 11

The elements that define a style is the line, silhouette and details.

The consumer’s selection are usually influenced by their perception of current fashion.