The fashion industry is a multifaceted section of the economy that keeps changing with time (Solomon and Rabolt, 2004). Te change is largely attributed to the increasing consumer demands. Bsides, mny brands are coming up, wich increases the consumers’ capacity to select brands of fashion. Te dynamic nature of the market requires that the fashion markets adjust to the market requirement. Hwever, tere are little efforts in linking the personal and social factors with the consumer purchasing behaviours hence the need for undertaking the research. Oe of the for these changes is the social and personal identity to the fashion.
Te consumers’ preferences for the fashion are largely based on their attachment to the fashion at a personal and social level. Te study aims to develop the knowledge on consumer attachment to the fashion based on personal and social factors. Terefore, te study aims to document how these factors affect the preferences and the consumer purchasing attributes for the fashion. Te fashion literature has immense studies on factors that affect consumer purchasing behaviours. Mst of the factors so diverse that the market and business strategists may find it difficult to identify specific attributes that resonates with the business.
Uderstanding of the role of personal and social attributes in influencing the consumption of fashion is a phenomenon that could help the fashion applets. Te study of consumer purchasing behaviour is an extensive area of research. I fact, prsonal and social attributes constitute a large volume of literature. Fom this realisation, tis study will narrow down to the personal identity and the role of the family in fashion behaviours.
Bsides, te study will assess how selected social factors determine the emotional attachment to the fashion brand and whether the attachment influence purchasing behaviours. Te findings from this study may not provide an in-depth analysis of all the social and personal factors that influence consumer behaviour toward fashion. Bsides, te studied factors are based on secondary data rather than primary data. Sudies that employ the collection of both the primary and secondary data provide an in-depth outlook of the items under the study; terefore, tis study. ..
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