AbstractThe youth hypothesis affirms that changes in technology have impacted greatly on the values, preferences and attitudes of young people around the world. Internet and satellite television have largely homogenized the aspects affecting purchasing decisions of young people in the society. This market research study attempts to explore teenagers’ behavior in regard to consumption of the clothing styles particularly the branded t-shirts. In explores the teenagers’ attitudes and perceptions towards the branded products (Vani et al, 2010)Background and Literature Review Product and consumer behavior refers to the behavioral characteristics displayed by consumers when searching, buying and disposing of goods and services that meets their needs and demands.
The study of product and consumer behavior is more than studying what the consumers can buy to include the reasons for purchasing and the frequency at which they purchase a particular product. It entails understanding of paramount meanings that a good or service hold for the consumers. Market research study on product and consumer behavior takes place before purchase, during the purchase and after purchase. According to Vani et al (2010), consumer behavior encompasses psychological, social and physical behavior of potential buyers of certain product.
The scope of product and consumer research goes beyond the act of actual buyer to include various roles of various individuals on final purchase decision making. In most cases, individual consumer behavior is determined by economic, social, cultural and personal factors among others (Vani et al, 2010)Product and consumer behavior has been a central focus among the marketers in the global market. The knowledge of individual purchasing behavior aids in understanding how customer thinks, feel and select from wide range of alternatives of certain products, brand.
Consumer behavior helps marketers understand how customers are influenced by the environment, family members, salespersons and reference groups among others. Note mentioning, consumer’s purchasing behavior is largely influenced by either controllable or uncontrollable factors. However, great influence is experienced when a consumer is faced with uncontrollable factors. As stated earlier, consumer’s buying behavior is largely affected by social, cultural, personal and psychological factors. In order to understand the complexity surrounding consumers’ buying behavior, a marketer is obliged to consider all of these factors (Hawkins et al, 2004). Consumer personality factorsConsumers’ attitudes and perception towards a particular product influence their purchasing behavior.
Some of the consumer personality factors which influence their buying behavior include risk aversion and innovativeness. In most cases, consumers make final buying decision after ascertaining the features of the actual products they are about to purchase. Individuals have different attitudes and perception towards different products. Some customers perceive particular product as risky hence they tend to avoid them. Risk aversion refers to the extent to which a customer/consumer needs to understand the features of the products they are about to purchase.
Basing on consumer personality factors, customers are either highly risk averse or less risk averse. Highly risk averse consumers are those who purchase a product after deeply understanding the nature of the product whereas less risk averse customers encompasses those who can tolerate risks associated with particular products and the preceding uncertainties of their purchases. Innovativeness is another personal factor which has had impact on the purchasing decision of consumers. This element captures the extent to which individual consumers are willing to experiment new products.
Consumers may be tempted to purchase particular product because they want to explore new ways of doing things. Acquiring a product perceived to be unique presents them with great opportunities of exploring these ways. According to Hawkins et al (2004), the shopping motivation of individuals is abound with numerous behavioral characteristics of individuals such as venturesome, variety seeking and innovativeness (Hawkins et al, 2004).