Survey Analysis: Factors Influencing Consumer Purchasing Decision for Clothes
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This survey analysis explores the factors that influence consumer purchasing decisions for clothes. It examines the impact of motivation, perception, individual differences, family, culture, lifestyle, and attitude on consumer behavior. The survey was conducted using Survey Monkey and includes data analysis and interpretation.
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Table of Contents PURPOSE OF SURVEY.................................................................................................................3 DEVELOPMENT OF A SURVEY INSTRUMENT......................................................................3 ADMINISTRATION PROCESS....................................................................................................5 DATA ANALYSIS..........................................................................................................................5 REFERENCES..............................................................................................................................15 APPENDIX....................................................................................................................................16 Survey Monkey graphical representation..................................................................................16
PURPOSE OF SURVEY The key purpose of carrying out the survey is to increase the knowledge in the fields to assess how these drivers or factors such as motivation, perception, individual differences, family, culture, lifestyle and attitude influence the consumer purchasing decision (Ayalp and et.al., 2016). This survey is considered to be useful in understanding which factors influence the people purchasing clothes. DEVELOPMENT OF A SURVEY INSTRUMENT QUESTIONNAIRE 1. What is your gender? ï‚·Male ï‚·Female 2. What is the most preferable place for you to shop clothes? ï‚·Online ï‚·Physical stores ï‚·High street stores ï‚·Small independent brands 3. How much are you willing to spend on clothes in a year? ï‚·Below $200 ï‚·$200 to $350 ï‚·$350 to $500 ï‚·Above $500 4. How often do you shop clothes in a year? ï‚·Every week ï‚·Every month ï‚·Every 3 months ï‚·Every 6 months ï‚·Once or twice a year 5. According to you, how do you perceive yourself? ï‚·Independent ï‚·Stylish
ï‚·Trendy ï‚·Cool and funky 6. Do you agree, attitude of the customers towards current fashion trends influence your buying decision? ï‚·Agreed ï‚·Highly agreed ï‚·Disagreed ï‚·Highly disagreed ï‚·Neutral 7. Do you think individual and group differences influence your buying decision while purchasing clothes? ï‚·Yes ï‚·No 8. According to you, what influences your style while purchasing clothes? ï‚·Fashion trend ï‚·Lifestyle ï‚·Friends and Family 9. Do you agree, culture and background of the individual influence your buying decision towards clothes? ï‚·Agreed ï‚·Highly agreed ï‚·Disagreed ï‚·Highly disagreed ï‚·Neutral 10. Do you get motivated or influenced by others in order to shop new range of clothes? ï‚·Yes ï‚·No ï‚·Maybe ADMINISTRATION PROCESS This survey was distributed through survey money. It is cloud based software which is useful in transferring questionnaire to various set of respondents in order to attain specific results
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and outcomes (Elkrghli and Mohamed, 2016). 15 respondents has filed the questionnaire in order to assess how these drivers motivation, perception, individual differences, family, culture, lifestyle and attitude influence the consumer purchasing decision. DATA ANALYSIS Theme 1: Maximum number of participants are female. PARTICULARS% OF RESPONDENTSRESPONDENTS Male40%6 Female60%9 TOTAL100%15 MaleFemale 0 0.1 0.2 0.3 0.4 0.5 0.6 40.00% 60.00% % OF RESPONDENTS Illustration1:SurveyMonkey.2020.[Online].Available through:<https://www.surveymonkey.com/analyze/JO5j2z2a5vzpY9D2UshPRxkBOfh41A0mA mM6RtPX5KE_3D?tab_clicked=1> Interpretation: From the above conducted survey from 15 respondents to analyse the customer attitude and preference while purchasing clothes. It has been analysed that,60% of the
participants are female who helps in giving better insight on the factors which influence their buying tends while purchasing clothes (Survey Monkey,2020). Theme 2: Maximum number of respondents prefer online platforms to shop clothes. PARTICULARS% OF RESPONDENTSRESPONDENTS Online73.33%11 Physical stores0%0 High street stores13.33%2 Small independent brands13.33%2 TOTAL100%15 73.33% 13.33% 13.33% Online Physical stores High street stores Small independent brands Interpretation: From the above conducted survey from 15 respondents to analyse the customer attitude and preference while purchasing clothes. It has been analysed that,73.33% participants tends to buy clothes online. It is considered to be one of the most convenient medium which in turn helps in delivering goods at the resident of the customers (DOĞRUEL ANUŞLU and ARICIGİL ÇİLAN, 2019). It aids ease of purchasing clothes and also helps in
gaining large range of option to choose from. On the other hand, 26.66% (13.33%+13.33%) respondents prefer small independent stores and high street stores while shopping clothes. Theme 3: Maximum number of respondents spend $200 to $350 on purchasing clothes every year. PARTICULARS% OF RESPONDENTSRESPONDENTS Below $20013.33%2 $200 to $35086.67%13 $350 to $5000%0 Above $5000%0 TOTAL100%15 13.33% 86.67% Below $200 $200 to $350 $350 to $500 Above $500 Interpretation: From the above conducted survey from 15 respondents to analyse the customer attitude and preference while purchasing clothes. It has been analysed that,86.67% are willing to pay around $200 to $350 on clothes every year. This means individuals are willing to pay this much every year because they like to spend moderately on the clothing segment (Gupta, 2017). The trends keep on changing and they buy clothes every year which helps in remaining
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fashionable over the time. It has been predicted that, participants do not like to spend more than d $200 to $350 on clothes every year. Theme 4: Maximum number of respondents purchase clothes every month to every 3 months in a year. PARTICULARS% OF RESPONDENTSRESPONDENTS Every week6.67%1 Every month46.67%7 Every 3 months46.67%7 Every 6 months0%0 Once or twice a year0%0 TOTAL100%15 6.67% 46.67% 46.67%Every week Every month Every 3 months Every 6 months Once or twice a year Interpretation: From the above conducted survey from 15 respondents to analyse the customer attitude and preference while purchasing clothes. It has been analysed that, 93.34% (46.67% + 46.67%) of the participants purchase clothes every month to 3 months.This helps customers to remain in fashion by adapting to the newest fashion trend in the market (Nilssen,
Bick and Abratt, 2019). This in turn boost up their confidence which in turn leads to long term sustainable growth of the business. On the other hand, 6.67% individuals purchase clothes every week. Theme 5: Maximum number of respondents perceive themselves as trendy. PARTICULARS% OF RESPONDENTSRESPONDENTS Independent13.33%2 Stylish20%3 Trendy60%9 Cool and funky6.67%1 TOTAL100%15 13.33% 20.00% 60.00% 6.67% Independent Stylish Trendy Cool and funky Interpretation:From the above conducted survey from 15 respondents to analyse the customer attitude and preference while purchasing clothes. It has been analysed that, 60% of the participants tend to perceive a trendy attitude. This in turn helps individuals in complying with the newer trends which in turn helps in boosting up the personality and confidence of an individual (Rodrigo, Khan and Ekinci, 2019). On the other hand, 13.33% of the individuals perceive stylish attitude which enhance the personality and the look of an individual.
Theme 6: Maximum number of respondents agreed, that attitude of the customers towards current fashion trends influence your buying decision. PARTICULARS% OF RESPONDENTSRESPONDENTS Agreed53.33%8 Highly agreed46.67%7 Disagreed0%0 Highly disagreed0%0 Neutral0%0 TOTAL100%15 53.33% 46.67%Agreed Highly agreed Disagreed Highly disagreed Neutral Interpretation:From the above conducted survey from 15 respondents to analyse the customer attitude and preference while purchasing clothes. It has been analysed that, 53.33% of the respondents said that, attitude of the customers towards current fashion trends tend to influence the buying decision of the customers. Attitude of the consumers towards clothes and the brand of the company in turn influences the sales and demand of the clothes in the market (Sanad, 2016).
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Theme7:Yes,individualandgroupdifferencesinfluenceyourbuyingdecisionwhile purchasing clothes. PARTICULARS% OF RESPONDENTSRESPONDENTS Yes100%15 No0%0 TOTAL100%15 YesNo 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1 100.00% 0.00% % OF RESPONDENTS Interpretation:From the above conducted survey from 15 respondents to analyse the customer attitude and preference while purchasing clothes. It has been analysed that, 100% of the participants said that, respondents with whom they shop clothes, their individual and group differences in selecting clothes tends to largely influence the purchase decision of customers related with clothes (Survey Monkey,2020). Clash in the opinion and difference in the preference of their individuals influences the buying decision. Theme 8: Fashion trend and lifestyle, influences maximum number of participants style while purchasing clothes. PARTICULARS% OF RESPONDENTSRESPONDENTS Fashion trend40%6
Lifestyle40%6 Friends and Family20%3 TOTAL100%15 40.00% 40.00% 20.00% Fashion trend Lifestyle Friends and Family Interpretation:From the above conducted survey from 15 respondents to analyse the customer attitude and preference while purchasing clothes. It has been analysed that, 80% of the respondents said that, fashion trends and lifestyle of the individual will in turn largely influence customers while buying clothes. This helps individuals to live their life by complying with current fashion trends. (Survey Monkey,2020) On the other hand fashion sense of friends and family members in turn also influence the customers at the time of purchasing clothes. Theme 9: Highly agreed, culture and background of the individual influence your buying decision towards clothes. PARTICULARS% OF RESPONDENTSRESPONDENTS Highly Agreed80%12 Agreed20%3
Disagreed0%0 Highly disagreed0%0 Neutral0%0 TOTAL100%15 80.00% 20.00% Agreed Highly agreed Disagreed Highly disagreed Neutral Interpretation:From the above conducted survey from 15 respondents to analyse the customer attitude and preference while purchasing clothes. It has been analysed that, 80% of the participants strongly agree on the fact that, every individual customer belong to the different culture and background which in turn results in varied customer preference and need related with the buying of clothes (Singh, 2016). Theme 10: Yes, maximum number of participants get motivated or influenced by others in order to shop new range of clothes. PARTICULARS% OF RESPONDENTSRESPONDENTS Yes73.33%11 No6.67%1
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YesNoMaybe 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.873.33% 6.67% 20.00% % OF RESPONDENTS Interpretation: From the above conducted survey from 15 respondents to analyse the customer attitude and preference while purchasing clothes. It has been analysed that, 73.33% of the customers get motivated by what celebrities or family members or friends are wearing. It motivates them to but certain style or trend of clothes which in turn enhances their personality and in turn helps in sharing new range of clothes(Survey Monkey,2020). On the contrary, 6.67% participants are not influenced or motivated by the others while shopping new range of clothes. They prefer their own tastes and fashion sense while choosing clothes.
REFERENCES Books and Journals Ayalp,Nandet.al.,2016.Consumers’evaluationsoffittingroomsinretailclothing stores.International Journal of Retail & Distribution Management. DOĞRUELANUŞLU,M.andARICIGİLÇİLAN,Ç.,2019.DETERMINATIONOF CUSTOMER APPAREL PREFERENCES BY USING LATENT CLASS ANALYSIS: AN APPLICATION FOR KOTON BRAND.Uluslararası Yönetim İktisat ve İşletme Dergisi.15(2). pp.542-560. Elkrghli, S. and Mohamed, S., 2016. Customers’ Attitudes towards Turkish and Chinese Female Clothes.Procedia Economics and Finance.37.pp.221-226. Gupta, P.M., 2017. Swift Shifting in Customer's Attitude towards Second Hand Items: A Study of Parameters Included in Clothes Purchasing Decisions–In Special Reference to Meerut Region (Uttar Pradesh, India).AAYAM: AKGIM Journal of Management.7(1). p.8. Nilssen, R., Bick, G. and Abratt, R., 2019. Comparing the relative importance of sustainability as a consumer purchase criterion of food and clothing in the retail sector.Journal of Brand Management.26(1). pp.71-83. Rodrigo, P., Khan, H. and Ekinci, Y., 2019. The determinants of foreign product preference amongst elite consumers in an emerging market.Journal of Retailing and Consumer Services.46.pp.139-148. Sanad, R.A., 2016. Consumer attitude and purchase decision towards textiles and apparel products.World.2.p.17. Singh, N., 2016. A study of buying behaviour of youth towards branded fashion apparels in Mawana city. Online SurveyMonkey.2020.[Online].Available through:<https://www.surveymonkey.com/analyze/JO5j2z2a5vzpY9D2UshPRxkBOfh41A 0mAmM6RtPX5KE_3D?tab_clicked=1>
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APPENDIX Survey Monkey graphical representation Theme 1: Maximum number of participants are female. PARTICULARS% OF RESPONDENTSRESPONDENTS Male40%6 Female60%9 TOTAL100%15 MaleFemale 0 0.1 0.2 0.3 0.4 0.5 0.6 40.00% 60.00% % OF RESPONDENTS Theme 2: Maximum number of respondents prefer online platforms to shop clothes. PARTICULARS% OF RESPONDENTSRESPONDENTS Online73.33%11 Physical stores0%0 High street stores13.33%2 Small independent brands13.33%2
TOTAL100%15 73.33% 13.33% 13.33% Online Physical stores High street stores Small independent brands Theme 3: Maximum number of respondents spend $200 to $350 on purchasing clothes every year. PARTICULARS% OF RESPONDENTSRESPONDENTS Below $20013.33%2 $200 to $35086.67%13 $350 to $5000%0 Above $5000%0 TOTAL100%15
13.33% 86.67% Below $200 $200 to $350 $350 to $500 Above $500 Theme 4: Maximum number of respondents purchase clothes every month to every 3 months in a year. PARTICULARS% OF RESPONDENTSRESPONDENTS Every week6.67%1 Every month46.67%7 Every 3 months46.67%7 Every 6 months0%0 Once or twice a year0%0 TOTAL100%15
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6.67% 46.67% 46.67%Every week Every month Every 3 months Every 6 months Once or twice a year Theme 5: Maximum number of respondents perceive themselves as trendy. PARTICULARS% OF RESPONDENTSRESPONDENTS Independent13.33%2 Stylish20%3 Trendy60%9 Cool and funky6.67%1 TOTAL100%15
13.33% 20.00% 60.00% 6.67% Independent Stylish Trendy Cool and funky Theme 6: Maximum number of respondents agreed, that attitude of the customers towards current fashion trends influence your buying decision. PARTICULARS% OF RESPONDENTSRESPONDENTS Agreed53.33%8 Highly agreed46.67%7 Disagreed0%0 Highly disagreed0%0 Neutral0%0 TOTAL100%15
YesNo 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1 100.00% 0.00% % OF RESPONDENTS Theme 8: Fashion trend and lifestyle, influences maximum number of participants style while purchasing clothes. PARTICULARS% OF RESPONDENTSRESPONDENTS Fashion trend40%6 Lifestyle40%6 Friends and Family20%3 TOTAL100%15
40.00% 40.00% 20.00% Fashion trend Lifestyle Friends and Family Theme 9: Highly agreed, culture and background of the individual influence your buying decision towards clothes. PARTICULARS% OF RESPONDENTSRESPONDENTS Highly Agreed80%12 Agreed20%3 Disagreed0%0 Highly disagreed0%0 Neutral0%0 TOTAL100%15
80.00% 20.00% Agreed Highly agreed Disagreed Highly disagreed Neutral Theme 10: Yes, maximum number of participants get motivated or influenced by others in order to shop new range of clothes. PARTICULARS% OF RESPONDENTSRESPONDENTS Yes73.33%11 No6.67%1 Maybe20%3 TOTAL100%15
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