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A Critical Evaluation of Consumers Attitude Formation towards the Purchasing of Jeans - Levis Jeans Example

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Though jeans have been embraced across all culture, their acceptability is varied. In most cases, they have been branded as casual wear. The choice to purchase jeans is dependent on a number of consumer-related needs. Levi’ s is an international company that has built a brand based on its innovativeness that has fostered continued development. Started by the Strauss family around 1875, the company was focused on developing jeans made from denim that could be sold to the miners. Above the initial focus on the jeans trousers, the company has diversified into other products such as shirts and suits.

Through the introduction of the Levi 501s products, the company experienced rising sales in the early 1990s. The uniqueness and the strong brand of the Levis products have greatly promoted its sales. Jeans are capable of attracting customers based on the sensory attributes, which can help develop a perception towards the products. The consumers will be motivated to purchase a particular style or brand of jeans based on its attributes which appeal to their senses (Son 2007). Through vision, the aesthetics of the jeans can make the consumer to have a desire to purchase.

In this case, the other aspects such as the quality of the material may be assumed yet the consumer goes ahead to have it. Though not popular for the clothes, the scent that is released by the product can also influence its purchase. No documented evidence that shows that jeans can be bought on such a basis. However, through touch, the consumer can check the quality of the garment making the product. Hence approving it or disapproving it based on the prevailing texture and the feel of the material.

These are the two applicable sensory aspects influence the  perception of the consumer against a given product. As a result, they are able to make the decision on whether to buy the product or not. Sensory attributes also act as a motivation; especially the visual senses make the consumer desire the product.  

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