MKT301 Consumer Behavior Project: Apparel Consumer Profile Infographic

This project provides a comprehensive consumer profile infographic analyzing the apparel market. It begins with an overview of relevant consumer behavior theories, including Maslow's Hierarchy of Needs and Appraisal theory, setting the stage for understanding consumer motivations and decision-making processes. The project then delves into the historical changes in apparel buying trends, segmenting the market into various categories such as party wear, casual, and formal, highlighting the significant impact of evolving consumer preferences. Key motivational factors influencing apparel purchases are examined, including cultural, social, and psychological influences, alongside the role of various information sources like social media and reviews. The project further explores how exposure to marketing stimuli, perception, and stimuli elements affect consumer buying behavior, focusing on the impact of branding and marketing strategies. Finally, it maps a typical consumer knowledge schema related to apparel and provides examples of how marketers influence affectively-based attitudes. The project utilizes a range of academic sources to support its analysis, offering a well-researched and insightful look into the complexities of consumer behavior in the apparel industry.

Consumer profile-
Apparel
1 . ) THEORIES AND CONCEPTS RELATED
TO CONSUMER BUYING BEHAVIOR
Maslow's Hierarchy of Needs theory comprises of
various needs of the consumers such as
psychological needs, safety needs, love and
belongingness, esteem needs, aesthetic needs,
and self-actualization
Appraisal theory is determined to be a theory of
emotion which is based on the assessment of an
individual of an outcome or situation based on
the goals.
2 . ) HISTORICAL CHANGES IN
CONSUMER BUYING TRENDS OF
APPAREL
Consumer buying behavior changes with the change in trend within
the industry as per their needs.
Apparel comprise of segments and variations that are classified into
party wears, leisure, seasonal, ethnic, sports, active, casual, semi-
formal, formal
It has been observed that around 80% of the customers are adopting
the change that leads to growth in the apparel market.
3 . ) MOTIVATIONAL FACTORS, TYPES OF
INVOLVEMENT AND RESOURCES USED BY THE
CONSUMERS
The motivational factors that are used by consumers to buy apparel
are cultural, social, personal and psychological
, the perceptions that are used by therfamilyconsumerisgrowing. to buy apparel within the
We are having
a baby girl!
apparel market are personal experiences,HillaryandChrisJohnson social media, public relations, are expecting their third child!
reviews, advertising, and other channels.
4 . ) EXPOSURE, PERCEPTION, STIMULI
ELEMENTS INFLUENCE CONSUMERS TO
BUY APPAREL
The logo exposure influences the buying behavior of the customer
that provides with the difference of low-engagement and high-
engagement that puts an impact on the buying decision
The marketing stimuli of apparel are based on promotion, price,
and product while; the environmental stimuli are based on culture,
technology, and economics that affects the buying decision of the
customer
Examples of how marketers
influence affectively-based
attitudes
Various stages of the consumer buying
process help the marketers to recognize
the problem that puts an mpact on the
buying decision of the customers
For example, in Australia apparel
market encourages customers by
creating their T-shirts as a part of
promotional campaigns.
5 . ) CONSUMER KNOWLEDGE
SCHEMA
Consumer knowledge schema provides with the
information based on the cognitive structure that provides
with the knowledge of a person's stimulus.
The schema includes variables and information
regarding apparel that is being available to the
consumers within an apparel market.
REFERENCES
Amos, C., Holmes, G.R. and Keneson, W.C., 2014. A meta-analysis of consumer impulse buying.
Journal of Retailing and Consumer Services, 21(2), pp.86-97.
Jürgensen, K. and Guesalaga, R., 2018. Young consumers’ innovativeness in apparel choices: A
model including consumer self‐confidence. International Journal of Consumer Studies, 42(2),
pp.255-263.