The paper “ Relationship between the Fast Fashion Trend and the Consumers Buying Behaviors“ is a provoking variant on research proposal on marketing. The changes in consumer behaviors have attracted a large number of studies. However, the changes and the market dimension ion the fashion industry has contributed to the rise of the fast fashion era. The evolution of the fashion industry has caused significant changes, and this had led to the adoption of different approaches to how the consumers approach the market. The fashion industry, unlike other sectors, has different approaches due to their ability to link both the social and economic value in the market.
The changes in the fashion industry have contributed to some significant changes as various businesses devise different ways to approach customers' needs (Hjertstrand, Per, and Swofford, 1501). The fashion industry changes depending on the customer's changes and preferences, and as a result, the companies in this sector may struggle especially when trying to establish the customer's needs as well as the prices that they are likely to pay. Therefore, the fashion industry often strives to balance between the profitability of the venture and the ways to acquire new customers in the fast-changing industry.
Customers' expectations in the fashion industry are slightly different unlike in other markets given that tastes and preferences are often different and at the same time the businesses must satisfy the different sets of customers at the same time to increase the customer base. However, diverse customers need to trigger different purchasing behaviors in the fashion industry (Malobi, 50). Furthermore, the competitive nature of the fashion industry often causes significant changes in the way operations in the fast industry are conducted given that customers' needs must be evaluated in the right way for it to succeed.
Therefore, the lifecycle of various products is shorter, and the customers are slowly demanding more of the fast fashion which drastically has changed the market (Malcolm, 250). Problem statementThe changes in consumer behavior in the fashion industry have made it difficult for the major players in the industry to predict customer behavior especially in relation to fast fashion. Furthermore, it is important to establish the role that new players in the market can be able to determine the connection between consumer behaviors and the fast fashion industry. Main Research QuestionWhat is the relationship between the fast fashion trend and consumer buying behaviors? Literature reviewResearch questionsWhat are the features of the consumers buying behaviors in the fast fashion industry? How do consumers' purchasing behavior influence trends in the fast fashion industry? What facts affect consumer purchasing behavior? Consumer behaviorThe rationality of the consumer behavior is covered under the Utility theory.
In this case, this approach considers consumers to be rational human beings and the results of their decisions from the rational thinking process and instead it is not affected by the external forces.
However, the contemporary consumer behavior, however, gives a different perception and shows that there are other forces that may affect the customer choices in the market other than the information they synthesize due to other external factors. Over the years, the field of consumer behaviors has experienced major growth with the different focus being evaluated due to the behavior portrayed by the customers in the market. At the same time, the study in consumer behavior has also led to the evolution of marketing.
Various consumer behavior theories that have been in use include the humanistic, cognitive, behaviorist, psychodynamic and the economic man (Kiran, Hussain, and Afzal, 840).
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