Proposal B 22

Impact of Fashion Involvement and Hedonistic Consumption Tendency on Consumer BuyingBehaviour in the UK Fashion Apparel Industry

By

[Your official name][Degree Title], [University], 20XX

Table of Contents

1.Introduction12.Research Problem23.Aims and Objectives34.Research Questions35.Rationale of the Study46.Significance of the Study57.Literature Review57.1.Fashion Involvement57.2.Factors Affecting Fashion Involvement67.3.Factors Influencing Consumer Buying Behaviour87.3.1. External Factors87.3.2. Internal Factors98.Research Methodology99.Hypothesis and Variables119.1.Hypothesis 1119.2.Hypothesis 2119.3.Hypothesis 3119.4.Independent Variables129.5.Dependent Variable12References13

Proposal B ii

Proposal

1. IntroductionWith ever-increasing globalisation, the changing marketing methods and trends have made a huge impact on global fashion industry (Kang & Park-Poaps, 2010). Fashion industry is no longer limited to geographical boundaries and the global platform has moved culture and fashion of one region to the others. Globalisation, in the last decade, has garnered considerable attention. Its effects have created an external pressure towards more competitive fashion market environment and have increased the demand for innovation (Dhurup, 2014). Research on fashion orientation, hedonism and emotional gratification has developed into an area of research due to its increasing significance for the marketers and businesses (Ekeng et al., 2012). Most of the research on the consumer behaviour in the fashion industry has focused upon personal factors, such as age, sex, education or employment. However, there are a few researches exploring the impact of impulsive tendencies on buying behaviour (Jantarat et al., 2010). This study will explore how involvement of consumers in the fashion apparel industry and their hedonistic or pleasure-seeking tendencies affect their buying behaviour and the implications for researchers as well as marketers.From the marketing perspective, hedonic consumption refers to the depiction of consumers sensory and emotional arousal in the use of the product and the effect of this configuration is called hedonic response (Jantarat et al., 2010). Higher fashion involvement experienced by consumers can influence their hedonic consumption tendency as well as increase their positive emotions (Pattipeilohy & Rofiaty, 2013). As contended by Kang and Park-Poaps (2010), the reason of hedonic consumption of products is related to materialism which is a cultural factor. Customers having different values respond to market offerings differently, which can be the basis of analysis of market structures and segments (Pattipeilohy & Rofiaty, 2013). Consequently, highly involved shoppers constitute an important group for fashion marketers. Because consumers are the focus of all marketing activities, marketers are interested in studying and predicting their buying behaviour which is the reason the activities of businesses and marketers are mostly concerned with the customers being satisfied to the highest extent (Kang & Park-Poaps, 2010).

2. Research ProblemThis research will address the problem of impact and implications of fashion involvement and hedonistic consumption tendencies on consumer buying behaviour. Many researchers have studied the area of consumer behaviour since many aspects of the customer decision process cannot be determined easily. Today, hedonism and impulsiveness account for most purchases made by consumers of fashion (Dhurup, 2014). Customers are tempted to buy fashion related products because of the entertainment value of shopping, the pleasure they derive from the purchases, the attractive packaging or designs, ambience of the stores and malls, etc. (Muruganantham & Bhakat, 2013). Since customers are the heart of a business, it is important for researchers and marketers to understand what motivates the customers to buy or resist the temptation to make a purchase and what are the confounding factors that affect the buying behaviour of consumers who are highly involved in fashion and possess hedonistic tendencies(Kang & Park-Poaps, 2010). Furthermore, this matter must be explored by the researchers as it can shed light on the underlying forces, motivations and dynamics of consumer behaviour in the rapidly evolving fashion industry of the 21st century (Muruganantham & Bhakat, 2013).

3. Aims and ObjectivesThe aim of this research is to studythe impact of fashion involvement and hedonistic consumption tendency on buyingbehaviour. The reliability of the research depends on the correspondence between its proposed objectives and the research findings. The following are the key objectives of this research: To evaluate the concepts of fashion involvement and hedonistic consumption To identify the factors affecting consumer buying behaviour in the fashion apparel industry To analyse the impact of fashion involvement and hedonistic consumption tendency on buying behaviour of consumers in the UK fashion apparel industry. To provide recommendations for fashion retailers to formulate better strategies for attracting new customers by understanding their psychological tendencies

4. Research QuestionsThe purpose of research questions is to set a direction of the research towards the fulfilment of research objectives. Following questions are used to guide this research: What are the factors that affect consumer behaviour in the fashion apparel industry? What is the impact of fashion involvement on the buying behaviour of consumers in the UK fashion apparel industry? What is the impact of hedonistic consumption tendencies on the buying behaviour of consumers in the UK fashion apparel industry?

5. Rationale of the StudyThis study indicates the research interests of the author along with the realization that the domain of consumer buying behaviour with respect to fashion involvement and hedonistic consumption is not widely explored. The research will attempt to explore this link, highlighting the practical implications and significance of fashion involvement and hedonistic consumption in influencing buying behaviour of consumers in the UK fashion apparel industry. The findings will identify some of the key aspects that can assist marketers to either successfully adopt, or design and implement their marketing strategies keeping in view the factors that affect consumer buying behaviour (Alba & Williams, 2012).Many attempts have been made to identify and analyse the factors that influence the buying behaviour of consumers. As a result, various internal and external factors have been identified, such as personal factors, social and cultural factors, psychological factors, situational factors, etc. (Durmaz, 2014). However, the impact of specific psychological factors on consumer buying behaviour has not been investigated adequately in the context of the UK fashion apparel industry (Durmaz, 2014). Therefore, this research will analyse how psychological factors such as fashion involvement and hedonistic consumption tendencies affect consumer buying behaviour in the fashion apparel industry in the UK.

6. Significance of the StudyThis study will be a noteworthy contribution in evaluating consumer behaviour with respect to fashion involvement and hedonistic consumption of the consumers. It will also be beneficial to the fashion industry and retail industry in the area of strategic marketing management and corporate strategies when they employ effective marketing strategies to motivate the consumers in their purchase decision making process and particularly understanding of different concepts related to the use of marketing strategies. By using the findings of this study to understand the needs of the consumers and catering to their needs on time and according to the trend prevailing in the industry, individuals or organizations can gain competitive advantage within the industry. Moreover, this study will offer recommendations for evaluating the performance of organisations regarding consumer behaviour and will be useful for the retail industry for devising strategies to curb the ever changing needs of the consumers. Researchers in future will be able to use this study as a reference for research on fashion involvement, hedonistic consumption and buying behaviour.

7. Literature Review7.1. Fashion InvolvementFashion involvement, according to Peter and Olson (2010) refers to the perceptions of consumers about the significance and personal relevance of an object, event or activity (also cited in Pattipeilohy & Rofiaty, 2013). Fashion involvement is related to fashionable clothing and refers to the extent of importance attached with fashion products i.e. clothing, footwear, accessories and how they affect impulsive buying behaviour. Fashion involvement increases hedonic consumption tendencies, impulsive buying behaviour and positive emotions (Zeb et al., 2011) and is positively related to apparel purchase. Fashion involvement, in essence, is the level or extent an individual is involved with fashion-related products, clothes, trends, etc. (Pattipeilohy & Rofiaty, 2013).

7.2. Factors Affecting Fashion InvolvementThe industry of fashion is evolving in most economies at a fast pace and it is a billion dollar business. The level of fashion involvement is influenced by cultural factors as fashion reveals the countrys culture, society and how people define themselves. Holmberg and hnfeldt (2010) stated that customers commonly tend to associate fashion with clothing trends and all the related accessories which is an important part of their lives. With the increasing levels of ambition among the individuals to obtain well-paying professions, their needs for a variety of products are also growing. They want to keep themselves updated according to the latest fashion trends going in the market. For majority of retailers and marketers, such groups of customers have resulted in multiple opportunities so that they can exploit their obsessive buying emotions (Dhurup, 2014). Personal factors are also important when it comes to fashion involvement. According to Howlett et al. (2013), clothes serve as the medium to communicate information regarding the wearer. The first impression of an individual can be extremely influenced by the messages transferred by his or her apparel. Holmberg and Ohnfeldt (2010) explained that consumers buy identity when they purchase clothes. Fashion has become a symbol of status, relational goods, aesthetic satisfaction and means of communication of uniqueness or self-concept (Saenger et al., 2013), which can be actual or ideal (Kokkoris & Khnen, 2013). Therefore, through the purchase and possession of fashion products, people show who they are or who they want to be. Fashion is used as a communication tool to bridge the gap between the individual and the society and signify the position or membership of the individual in a social group implying that clothing is used to express self-image as well as identity in both social and personal contexts (Szczepaniak, 2015).Demographic factors, such as age, gender, education, employment, etc. also affect fashion involvement. According to a study conducted by Khare and Rakesh (2010), consumer behaviour is very complex in developing countries as compared to developed countries. Khare and Rakesh (2010) further developed an understanding of the elements of fashion clothing of Indian youth and found that Indian youth has an association with the branded fashion trends. The clothing fashion among males and females did not have much difference and they were both equally involved in the fashion trends. Along similar lines, Barnes and Lea-Greenwood (2010) also concluded that fast fashion is communicated and translated in the retail store atmosphere influencing the choices of young consumers. Lastly, situational factors also play an important role in the level of involvement in fashion. For e.g. people may not have the purchasing power i.e. the extent to which they can make purchases with the available money, or they may have the purchasing power but not time, due to family or work responsibilities. They may be living in a place or society where high involvement in fashion is seen as an indicator of high social status, or a place where fashion is considered a taboo (Foroughi & Reyhane, 2012).

7.3. Factors Influencing Consumer Buying BehaviourIn order to understand the consumption tendencies of consumers, examining the factors influencing the consumer purchase intention and decision is crucial. Khaniwale (2015) categorized these factors into two categories; external and internal. The internal factors are personal and psychological and the external factors are social and cultural.

7.3.1. External FactorsThe external factors influencing the buying behaviour of consumers are cultural and social factors (Khaniwale, 2015). According to Radulescu et al. (2012), culture symbolizes the combination of customs, moral and financial values, behaviour, conducts and beliefs that are established by the societies. These combinations are shared by the society members and which actually define their behaviour, including the buying and consumption behaviour. Generally, culture incorporates all areas of life comprising the behaviour, technology, norms, beliefs, lifestyle, ethics and thoughts and consumption patterns of any segment of individuals. Some cultures are more individualistic, materialistic and fashion-oriented than others. Fast fashion culture of the UK, for example, is a growing trend among young consumers (Joy et al., 2012). Social factors, on the other hand, include family, peers, society, media, role and status, reference groups, etc. which play an important role in influencing the purchase decisions of fashion consumers (Durmaz, 2014). According to the theory of Leisure Class (Veblen, 2007), lower classes imitate the lifestyle and fashion of upper classes who design and promote sophisticated fashion apparel, where upper classes want to validate their own feels of worth and social status and lower classes want to emulate them by purchasing fashion products because they perceive them as symbols of sophistication and wealth.

7.3.2. Internal FactorsThe internal factors affecting consumer buying behaviour are personal and psychological factors. According to Radulescu et al. (2012), consumers buying behaviour is affected by their own personal factors which are exclusive to all individuals, such as age, sex, occupation, educational qualifications, financial status, self-opinion, personality and lifestyle. Workman and Cho (2012), for example, found that psychographic dissimilarities and individuals demographic affect consumer behaviour. They compared the shopping behaviour of consumers for clothing trends across genders and other fashion groups of consumers and found that men and women have differences in recreational, suitability and fashion sensitive shopping behaviour. Men and women, however, are not different in quality, impulsive, price or brand shopping behaviour. Similarly, young people falling in the age bracket of 15-30 are more fashion-oriented (Khare & Rakesh, 2010). Similarly, females generally are more involved in fashion (Tshabalala, 2014) and affluent people from high socioeconomic backgrounds are more likely to buy luxury and branded fashion products because of high purchasing power (Sun, 2011).

8. Research MethodologyThis study will be based on the positivist paradigm as the researcher believed that it is possible to objectively study and assess how fashion involvement and hedonistic consumption tendencies of consumers can affect their buying behaviour. The nature of this research will beexplanatory as the researcher will aim to analyse and explain the relationship between the independent variables i.e. fashion involvement and hedonistic consumption tendencies and dependent variable i.e. buying behaviour and how a change in one variable may affect the other variables. This study will bedeductive in nature as the aim of the researcher was to develop and test hypothesis to examine the relationship between the independent and dependent variables.This study will use quantitative research design as the aim of the researcher is to objectively and empirically measure the impact of fashion involvement and hedonistic consumption tendencies on buying behaviour using statistical tools. For this study, survey strategy will beusedas the purpose of this research is to empirically examine the impact of fashion involvement and hedonistic consumption tendencies on the buying behaviour by assessing the behaviour of consumers through their opinions, perceptions and attitudes. Surveys are the most commonly used strategy for quantitative research designs (Flick, 2015).A questionnaire with close-ended statements will be designed specifically for this study in the light of the research questions, aims and objectives. 5-point Likert Scale was used to measure the responses of the survey respondents. The questionnaires will be distributed among the consumers in various shopping malls and retail stores and outlets. This study will use the non-probability sampling method and convenience sampling technique to select the sample from the population, which will comprise of consumers of fashion apparel in the UK. Non-probability sampling method and convenience sampling technique will be use because there is not enough information available about the population (Kumar, 2010). The target population will be consumers of fashion apparel in the UK.

9. Hypothesis and VariablesThe testing of hypothesis includes two types of variables: the independent variable (IV) which is controlled by the researcher and the dependent variable (DV) on which the effect of IV is measured (Flick, 2015). The hypothesis and variables for this research are:

9.1. Hypothesis 1 H1a: Fashion involvement and Hedonistic consumption are significantly linked with buying behaviour. H10: Fashion involvement and Hedonistic consumption are not linked with buying behaviour.

9.2. Hypothesis 2 H2a: Fashion involvement has a positive impact on buying behaviour of consumers in the UK fashion apparel industry. H20: Fashion involvement has no impact on buying behaviour of consumers in the UK fashion apparel industry.

9.3. Hypothesis 3 H3a: There is a positive impact of Hedonistic consumption tendencies on buying behaviour of consumers in the UK fashion apparel industry. H30: There is no impact of Hedonistic consumption tendencies on buying behaviour of consumers in the UK fashion apparel industry.9.4. Independent Variables Fashion involvement Hedonistic consumption tendencies

9.5. Dependent Variable Buying behaviour

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