Table of Contents
1.1 Research Background.
1.2 Research Rationale.
2.0 Literature Review.
2.1 Concept of Culture.
2.1.1 Definition of culture.
2.1.2 Elements and dimensions of Culture.
2.2 Consumer Behavior
2.3 Different stages of consumer buying behavior process.
2.4 Cross-Cultural Consumer Behavior
2.5 Fashion trend of UK customers.
2.6 Consumer Behavior and Fashion Consumption.
2.7 Conceptual Framework.
3.0 Research Aims and Objectives.
4.0 Research Methodology.
7.0 Required Resources.
8.0 Implementation research timetable.
9.0 Evaluation of the research plan.
1.1 Research Background
The most important stakeholder of a business organization is Consumer. The success of a business organization depends on the satisfaction of consumers. For this reason; every business organization needs to know the consumer buying behavior to know their needs and demands and fulfill the needs and demands of the consumers. According to Kotler and Keller (2015), Consumer behavior is defined as the process of making the decision to purchase desirable goods and services. Consumer buying behavior is influenced by several external and internal factors (Armstrong and Kotler, 2015). Cultural difference is one of them. This research study identifies the comparison of cultural consumer buying behavior in the UK fashion industry. In the UK, the fashion industry is increasing day by day. It is very important for the fashion industry to understand the consumer behavior and cultural differences of the potential consumers (Usunier and Lee, 2013). Culture is an important factor that changes the buying decision of the consumers (Triandis, 2015). The culture of one country is different from another country. The culture of a person depends on the self, personality and attitude (Mooj and Hofstede, 2016). Therefore; the business firms have to understand the culture of the potential consumers and develop strategies to affect the consumer buying behavior of potential consumers positively.
1.2 Research Rationale
In a country; the number of people with different cultures is numerous. In this circumstance; consumer behavior is an important factor for the firm to know about the buying behavior of the potential consumers (Rath et al, 2015). The buying decision of one person is different from another person’s due to cultural differences (Kim et al, 2013). This research study is prepared for identifying the comparison of cultural consumer buying behavior in the UK fashion industry. It is no doubt; there are huge numbers of people living in the UK. In the UK; there are various cultural people are living also. Therefore; the potential customers of the UK fashion industry include various cultural people. For this reason; the UK fashion industry should consider the cultural variation of the consumers and understand the behavior of the consumer to satisfy their desirable needs and demands (Joung, 2014). According to Joung (2014), the fashion industry holds more flexibility because the fashion or style of the potential customers is changeable.
According to Rath et al, (2015), Fashion has a life cycle including introduction, rise, peak, decline and rejection. Due to the existence of the variation of the culture of the people in the UK, this research is prepared on the basis of the UK market that helps to identify the ultimate comparison of cultural consumer buying behavior in the UK fashion industry. This researcher will collect data from the various cultural people of various countries including the UK, EU, China, Pakistan, Bangladesh, and the Middle East. It has been predicted that by 2025, China will be the largest marketplace with the position of 46 of the world’s 200 due to its rapidly emerging economy (Knight and Kim, 2017). For this reason, the UK fashion industry has to understand the culture of the people of the UK, EU, China, Pakistan, Bangladesh, and the Middle East to run their business activities. Therefore; this topic is an important topic now.
2.0 Literature Review
In this literature review, the cultural consumer behavior will be explained and the factors that influence buyer behavior also will be discussed. In this section, the influence of cloture on consumer behavior in the fashion industry in the UK will be discussed. The main focus of the literature review was to identify the previous work done by others on the culture of consumer behavior. The focuses are on the culture of consumer behavior on fashion consumption of consumers in the UK. The literature review will also discuss the different cultures and how these cultures affect individuals. It also looks into the influence of consumer behavior.
2.1 Concept of Culture
2.1.1 Definition of culture
According to Usunier and Lee (2013), Culture is the sum-up of learned behavior to work in a particular way in society. Hollensen (2014) stated that culture is a confusing area which is a sum of knowledge, belief, art, morals, law, custom, and any other capabilities and habits those the individuals hold in the society. According to Goodenough (2015), culture is the set of beliefs and attitudes that individual of society possesses and share in the group which helps to decide what to do, how to do, and when to do specific things.
2.1.2 Elements and Dimensions of Culture
Hollensen (2014) mentioned that culture has seven main elements those are; language, social institutions, education, aesthetics, religion, technology and values and attitudes. According to Hollensen, (2014), the elements of culture help individuals of the society to determine what is right and what is desirable for him or them. Hofstede (2010) stated that there are five dimensions that people in different countries perceive and interpret those are; power distance, uncertainty avoidance, individualism-collectivism, masculinity-femininity and long-term/short-term orientation.
2.2 Consumer Behavior
According to Kotler and Keller (2016), consumer behavior is the study of individual buying patterns and ways of satisfying his or her needs and wants. Solomon et al (2013) also stated that the study of consumer behavior is the process that individuals take to select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires. According to Kotler et al (2014), there are three important dimensions into which consumer behavior can be divided those are: the study of culture, the study of social groups and the study of the individual.
2.3 Different stages of consumer buying behavior process
Armstrong et al (2015) stated that there are five stages of the buyer decision process:
Need Recognition: In this stage, the needs of the buyer are recognized and their problems are found. The needs are recognized through internal and external stimuli. Internal stimuli are the core needs of the individual that is normal. On the other hand, external stimuli are caused by the discussion with friends.
Information Search: Armstrong et al (2015) stated that consumers may or may not search the information that is based on his or her interest in the product he or she is going to buy. It is also dependent on the availability of the information to the consumer and the strength of the consumer.
Evaluation of Alternatives: The alternative buying decision depends on the individual consumer and his or her buying decision of specific products. It is also based on the substitute of the product. According to Armstrong et al, (2015)Some consumers carefully think about the product and take a SWOT analysis to this at the time of purchasing a product and others purchase products on their beliefs without much thinking.
Purchase Decision: According to Armstrong et al, (2015) consumer’s final purchase decision can be changed based on two major factors those are; the attitude of others and unexpected situational factors. Consumers may purchase a product based on the income, consumption and savings of the consumer and the unexpected situational factors are environmental and other natural things…………………