MKT301 Consumer Profile Infographic: Apparel Buying Behavior

This report provides a comprehensive consumer profile analysis within the apparel industry, focusing on historical shifts in buying trends and key motivational factors influencing consumer behavior. It identifies the resources consumers utilize, such as social media and online reviews, and explores stimuli elements like marketing and environmental factors that impact purchasing decisions. The report also delves into consumer knowledge schema, explaining how marketers leverage affectively-based attitudes through various strategies, including social media marketing and promotional campaigns. The analysis incorporates relevant theories like Maslow's Hierarchy of Needs and Appraisal theory, providing a detailed understanding of the consumer buying process in the apparel market.

Consumer profile Infographic
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Table of Contents
Theories and concepts related to consumer buying behavior.......................................................................2
Historical changes in consumer buying trends of apparel............................................................................2
Motivational factors, types of involvement and resources used by the consumers......................................2
Exposure, perception, stimuli elements influence consumers to buy apparel..............................................3
Consumer knowledge schema.....................................................................................................................3
Examples of how marketers influence affectively-based attitudes...............................................................4
References...................................................................................................................................................5

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Theories and concepts related to consumer buying behavior
Consumer buying behavior is based on different theories and concepts such as extended
Maslow's Hierarchy of Needs theory and Appraisal theory. 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. These particular needs are
categorized into social and non-social needs of the consumer. A customer need could be
functional, symbolic and hedonic (Moon et al., 2018). Whereas, 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. Appraisal theory comprises of normative or moral compatibility,
certainty, agency, and envy. Such emotions affect the ability of the consumer to gather
information about the product and make an appropriate decision.
Historical changes in consumer buying trends of apparel
Consumer buying behavior changes with the change in trend within the industry as per
their needs. The change depends upon the factor of consumption that demonstrates the
relationship between products, marketers, and consumers. Apparel comprise of segments and
variations that are classified into party wears, leisure, seasonal, ethnic, sports, active, casual,
semi-formal, formal and so on. As the customers are becoming smarter thus, their choices also
change depending upon the trends. Earlier the Australian customers prefer home stitched apparel,
but in today's context, the customers prefer ready to wear apparel that is easily available within
the market. This, in turn, increases the acceptance of western casuals such as women western
wear, women traditional wear and women innerwear. It has been observed that around 80% of
the customers are adopting the change that leads to growth in the apparel market. As compared
to men, women apparel market shows tremendous growth since decades. There has been a
Compound Annual growth rate (CAGR) of about $71.9 billion in 2018.
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. All these motivational factors help the customers to use and
purchase the services and products which provides them with a better experience. Moreover, the
perceptions that are used by the consumer to buy apparel within the apparel market are personal

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experiences, social media, public relations, reviews, advertising, and other channels (Jürgensen
and Guesalaga, 2018). All these perceptions affect consumer buying behavior as it presents
customer consciousness, awareness, and an impression. On the other hand, the resources that are
used by the customer’s education, cost, shopping services, and apps, online boutiques and going
deeper to gather information regarding apparel. Therefore, all this factors and resources involves
the customers to buy apparel that affects their buying behavior.
Figure: Apparel brands engagement on social media
(Source: Pawan and Kumar, 2018)
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.
While buying apparel often the consumers are involved in limited problem-solving. Also, the
stimuli element that influences the consumers to purchase apparel is a novelty, cognitive
stimulation, sensory stimulation, internal stimuli, marketing stimuli, and environmental stimuli.
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. Regarding buying apparel consumer buying behavior comprise of
different models such as the sociological model, psychological model, learning model, and
economic model.

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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. It includes the perception of
the product, occupations, roles, people, and situations faced by the consumer. The schema
includes variables and information regarding apparel that is being available to the consumers
within an apparel market. Therefore, the knowledge schema provides consumers with relevant
knowledge regarding the FMCG product, apparel.
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 impact on the buying decision of the customers. The factors such as
personal risk, economic and social risk put an impact on the customers by the marketers. The
attitudes based on positive and negative feelings as well as knowledge are used by the marketers
to influence their customers to buy apparel within the apparel market (Amos, Holmes and
Keneson, 2014). Marketers make use of marketing through social media, involving the
consumers online and offline and making an appeal to millennials. For example, in Australia
apparel market encourages customers by creating their T-shirts as a part of promotional
campaigns.

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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.
Moon, M.A., Javaid, B., Kiran, M., Awan, H.M. and Farooq, A., 2018. Consumer perceptions of
counterfeit clothing and apparel products attributes. Marketing Intelligence & Planning, 36(7),
pp.794-808.
Pawan, P. and Kumar, G., 2018. A review on the factors influencing e-impulse buying behavior
with reference to online apparel products. South Asian Journal of Marketing & Management
Research, 8(9), pp.10-18.