The paper "External Factors Influencing Consumer Behavior: Fashion Clothing " is an outstanding example of management coursework. The current researchers on consumer behavior have laid focus on psychological and social factors influencing a purchase decision. Durmaz (2014) states that the latest models have a clear cut of how external factors subject consumers to subconscious processes thus playing a major role in making them realize the need of having a product/service, the objective of acquiring and general perspective of the product/service. As a result, this has made consumer purchase decision making a complicated process.
External factors affecting the consumer decision process during purchases are those factors that are external to the company and cannot be controlled. These factors include cultural aspects, social class, family, reference groups, opinion leaders and sub-cultural aspects (Azevedo, Pereira, Ferreira & Pedroso, 2008). In regard to the consumer behavior literature, these factors have been considered to influence the emotional perspective, value perspective and cognitive part of the consumer during the purchase process. This paper examines how the external factors influence consumer behavior individuals on the consumption of fashion clothes.
The context of discussion integrates economic, cognitive and emotional models which demonstrate how these factors influence decision-making at every stage of the consumer decision-making process. Social class The social class involves societal division into hierarchies which are more or less homogeneous (Boone & Kurtz, 2004). The division is based on the relative ranking of power, wealth and prestige. A consumer belonging to different social classes normally have different needs as well as consumption patterns which are influenced by the subjective, reputational or the objective actions within the social class he/she belongs.
With the research done by Azevedo, Pereira, Ferreira & Pedroso (2008), consumers purchase products identified to be of their social class. Fashion clothing is majorly considered in upper and middle social class. Consumers in these two social classes are more concerned about the new brands of clothes. They normally follow what celebrities wear thus making a decision from these exposures. Friends also in the same social class give pressure to the consumer since they need to be associated together in the same social class. Apparently, these choices are normally limited since the value and price perspective of the products of these individuals lie on the same ground of wealth.
Also, the social networks in the social class have shared opinions of the new fashion clothing in the market which can harm or give a positive reputation to the brand (Pavitt, 2014). The cognitive model focuses on the stage in the purchase process where a consumer seeks and evaluates the information about brands (Yakup, Mü cahit & Reyhan, 2015). Consumers in upper and middle social class follow the change in fashion through TV shows, clothing magazines and fashion trends in social media platforms like Instagram.
They are not much concerned about prices when making a decision on purchases, however, they consider much the physical appearance value they get when they wear particular fashion cloth. In contrast, consumers in the lower social class more concerned about prices and in most cases they don’ t monitor fashion trend. In this case, they often make a decision based on the long term value served by the cloth, for instance, the durability of the outfit. Contrary to the consumers in the upper and middle class, consumers in the lower class are rarely influenced by their friends in the process of making a decision during purchases.
Basically, fashion clothes consumers in upper social class are more attracted to social benefits of the cloth while these in lower social class are more focused on the price of the cloth Schiffman, Kanuk & Hansen (2012) Consumer for fashion clothing is influenced based on the social class he or she belongs.
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