The paper "Factors Affecting Consumer Buying Behavior of Japanese Artisan Denim in London" is an outstanding example of a marketing case study. The Artisan Denim flare in Japan began the landing of the American soldiers in Japan in the mid-50s. They imported vintage denim from the US Blue pants, as a feature of the American culture, has become to be well known in Japan from that point forward. The pattern in wearing second-hand pants revitalized the interest for authentic pants and in this way creating the importation of vast amounts of vintage denim to the nation.
Japanese manufacturers and cloth designer mission to offer the best denim has eventually resulted in jeans flourishing in the global market thereby changing the global jeans market. Consequently, numerous nations at present prefer Japanese pants rather than American pants because of their creativity and high quality. Different organizations in Japan are right now making pants that look like conventional pants. A portion of the trustworthy pants makers in Japan incorporates Evisu, Fullcount, and Saburo Fujimoto (Keet 2011). The high demand of vintage Denim led to the expansion of market from American to various parts of Asia and now in The UK.
This situation has affected the pursuit of authentic denim among Japanese collectors and intensified the fighting in the denim market. On one hand, the higher demand increased the market value of vintage denim. Some of them became rare items, and the price has been raised significantly to the point that it has become unaffordable for various people. On the other hand, a new type of vintage denim emerged as a new product for this rapidly growing market.
As the development of technology in the garment industry and the mode of production change, some Japanese collectors began to analyses vintage denim in order to create new vintage jeans (Kotler 2008). Consequently, for Denim Jeans to sustain their performance, they should capture a sizable share of this segment. There are quite a number of different variables that influence retail marketing, and to succeed in this industry retailers’ marketing strategies should aim at improving the buying behaviour of consumers (Hoyer & Macinnis, 2010). According to Bradshaw (2010), he says that there is an expanding pattern where purchasers of Denim Jeans are progressively utilizing the consumer purchasing behaviour to recognize the particular brand they need to acquire from different retail locations.
Moreover, Onkvisit, & Shaw, (2009), seconded this notion by showcasing on how this pattern has been impacted by the accessibility of products to clients shopping exploration whenever the timing is ideal utilizing contraptions. Players in the retail business like Denim Jeans have supported their retail vicinity by having a large portion of their item in retail shops. (Hoyer & Macinnis 2010; (Brassington & Pettitt 2001). According to Auger et al (2010), consumer behaviour is “ The interaction of dynamic cognition and affect behaviour, and environmental events that people conduct and perform the exchange aspects in their lives".
Study of consumer behaviour has shifted from why people purchase to consumption behaviour (Brassington & Pettitt 2001). One of the important aspects of consumer behaviour is market segmentation because consumers within the segment are somehow similar in terms of products needs and desire. Market segmentation consists of different categories for instance demographics (age, gender, social class), geographic (region, country differences), Psychographic (personality, lifestyle) and behavioural (Brand loyalty, benefit desire) (Kotler & Armstrong 2013).
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