Customer Behaviour: Influence of Culture and Social Class on Ally Fashion

Running head: CUSTOMER BEHAVIOUR
Customer Behaviour
Name of Student
Name of University
Author Note

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CUSTOMER BEHAVIOUR
Table of Contents
1. Introduction............................................................................................................................3
1.1 Company...........................................................................................................................3
1.2 Product or location...........................................................................................................3
1.3 Consumer..........................................................................................................................3
2. Influence of culture................................................................................................................4
2.1 Cultural factors.................................................................................................................4
2.2 Influence of culture on customer behaviour.....................................................................5
2.3 Influence of culture on purchasing products from Ally fashion.......................................6
3. Social class.............................................................................................................................7
3.1 Social factors....................................................................................................................7
3.2 Influence of social class on customer behaviour..............................................................8
3.3 Influence of social class on purchasing products from Ally fashion................................9
4. Recommendation....................................................................................................................9
5. Conclusion............................................................................................................................10
Reference..................................................................................................................................11

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Executive Summary
The report is based on the customer behaviour that exists in a market and the factors that
influence the behaviours. Various factors such as economic, political, social and cultural exist
in an environment that highlights the manner in which people respond to the decisions that
are taken by them. In this report, two such factors that help people make decisions regarding
purchasing products from a company. The company in focus is Ally fashion, a fashion retail
store in Australia. The factors discussed in the report are the cultural and social class of the
people and the manner in which it influences the business of the company. In the end, a
recommendation is provided to Ally fashion so that it can continue effective business in the
market.

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CUSTOMER BEHAVIOUR
1. Introduction
1.1 Company
Ally fashion is a retail company in Australia that stead fasts the growing trend of
fashion in women in Australia. The company was launched in Sydney in 2001 as a wholesale
company. The first store of the company was set up in Macarthur Square in Sydney. It is a
privately owned business association that serves the latest clothing in about 135 locations all
over the country (Allyfashion.com, 2018).
1.2 Product or location
Ally fashion sets up fashion trends for women by providing with a different type of
products. The products that are generally provided by Ally fashion include dresses, tops,
basics and skirts. At the same time, apart from the wearable items, the company provides
accessories that include denim, outwear and accessories. As stated, Ally fashion has over 135
stores located in various parts of Australia. It also has online stores that are useful in the
modern world for the shopping and purchasing items. The area in which the company is
located includes Darwin, Queensland, New South Wales, Australian Capital Territory,
Victoria, South Australia, Tasmania and Western Australia. Recently in December 2016, Ally
fashion launched a re-opening of a store at North Rockhampton centre (Allyfashion.com,
2018).
1.3 Consumer
The consumers of Ally fashion ranges from a wide variety of people starting mostly
that love fashions. The company provides dresses for women and as a result, it becomes
important that the company target women that are interested in fashions. Thereby the target
customers of the company are the fashionable women that are in their teens or twenties. The