To Establish the Effects of Branding on the Purchasing Behaviour of Consumers aged 18-25 in the UK Clothing Industry
Cardiff Metropolitan University
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This study aims to establish what the effects of branding can be on the behaviour of consumer’s aged 18-25 and how it can effect their decision making process when purchasing clothing products. It aims to analyse the effects that brand communities may have on the purchasing decisions of the chosen age demographic, through understanding the concept and gathering data from participants. Furthermore, the study will look at the motivation to join online communities and how membership to these communities can alter purchasing decisions. Finally, it serves to identify and understand the effects of the self-concept on the purchasing of branded clothing products. The study examines three mains areas where branding may effect behaviour, online communities, brand communities and the self-concept. It then attempts to investigate how branding can effect behaviour within each of these areas, whilst examining how these concepts may effect consumption behaviour, through data collected via a physical questionnaire and netnography research. The netnography data collection aims to gain an understanding behind the thinking and motivation of individuals who are users of online communities; as this allowed for assumptions to be made around their effects. A total of 100 forum posts were analyzed, in order for data to be generalized. From the information collected and the cross examination of the results of the primary research ad the literature reviewed there was a link between branding and increased consumption levels within the chosen age demographic. There was a direct connection between male participants and the purchasing of branded clothing products as a method of creating or projecting an ideal self-image. Furthermore, there were links to online communities potentially having a negative effect on consumption in some cases. Although, female participants were found to have a much more positive effect within online communities, the research also found that females, aged 18-25 primarily purchase branded clothing for its quality. The effects of brand communities were found to be minimal within the chosen age demographic.
BA (Hons) Marketing Management
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