MARKETING PRINCIPLES AND PRACTICE

Factors that Influence the Purchase Decisions of Postgraduate Students for Fashion Products

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Factors that Influence the Purchase Decisions of Postgraduate Students for Fashion Products

Introduction

It has been well established that consumers vary tremendously in relation to their age, income, gender, tastes, education level and many other factors. In view of this statement, we will conceptually discuss the factors that you think might influence the purchase decisions of postgraduate students for fashion products and how marketers of these products could use this knowledge to satisfy the needs of the students and gain competitive advantage.

Today, there are trademarks in all markets, as in phone, clothes and also in the food. So you know all Perrier, Nike and Adidas. And these are only four brands from thousands and thousands. Brands now find themselves on our tables, in our cupboards but before everything in our lives. Youth, especially the post graduate students, feel the need to show, for example, they wear clothing brand thereby creating an identity and certain self-esteem. These are real sources of profit for companies as today young people have become real consumers. Thus, we can ask how brands influence our youth and why they are so important to them. This paper will help answer these questions by studying at first the importance of the brand in the market to know what is a brand and making it both important and, secondly, the importance of the brand among youth discovering their behaviour and purchasing decisions.

What is a Brand?

Brand is a distinctive sign which allows the consumer to distinguish the product or service of an undertaking from those offered by competing firms. The mark may be indicated by a name own, a word, phrase, or a visual symbol. The brand provides a benchmark to the consumer more than a guarantee. Second, a mark must be easily identifiable to the consumer, radius, finding quick, which is why brands use symbols called logos representing them as the three stripes of Adidas. Occasionally, brands give the consumer "information value" meeting two questions; what is the brand performance? What judgments they are consumers of the brand?. These are values added to the brand, called intangibles. In these values, we find the position of the mark compared to its competitors in terms of advancement in the environment, elements of recognition and mark of the brand and distribution thereof. Regarding the environmental vision, consumers can choose the mark corresponding to their best if it's this vision that they care most about having in their products.

Studying Consumer Behaviour

The study of consumer behaviour is a key element in the marketing literature. Few fields in economic research have grown so intense and diversified in recent decades. In fact, consumer behaviour is approached from the literature through a variety of approaches to interpretation and in a wide range of multidisciplinary frameworks.

Overall, the consumer purchase history could be classified into three groups. First, from the cognitive approach (East, 1997, pp. 15) is considered to be the trigger for ...