Factors Influencing Clothing Interest and Purchase Intention: a study of Consumers in Generation y from Malaysia and Singapore
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| Discussion and Conclusion
Several points are worth noting based on the findings from the study. Firstly, need for uniqueness and self-concept were found to have a significant positive influence on clothing interest among the consumers of Generation Y in Malaysia. The findings are consistent with prior studies (e.g. Kumar et al. 2009; Tuncay and Otnes 2008). Hence, it is revealed that individuals of Generation Y have their very own personal characteristics and identity in selecting clothing products. They wish to differentiate themselves from others in the society with a unique fashion sense. Generation Y consumers are easily grasp onto new concepts, image-driven, emphasized on fashion uniqueness and value, prefer colorful fabric, etc., apparel manufacturers need to produce unique styles for their products by collaborating with creative fashion designers. They may promote a new fashion concept that are stylish, colorful, have variety of fabrics, athletic feel, combining elements of casual, practical like cargo pants, combining the effect of technologies, and trendy design in the market to create positive clothing interest among the Generation Y consumers. This is because a fashion sense that fits the profile of Generation Y would generate purchase intention and create demand for clothing products of a certain brand. Brand image and WOM are significant predictors of clothing interest of the Malaysian consumers that fall in the category of generation Y. the findings in the present study is aligned with the evidence from the past literatures (e.g. McKinney 2004; Zeb et al. 2011). A favorable image of the clothing in the consumers’ mind would develop their interests and intention to buy. Brand image provides consumers with an overall perception of the product and it somehow influences them cognitively. Clothing manufacturers need to adopt an effective advertising strategy to communicate and to instill a positive image in the mind of the consumers. They may use media ads, promotion campaigns, spokesperson, and sponsorship to change consumers’ perception towards their products. However, WOM could be more effective in arousing someone’s interest and intention in purchasing apparel products. Positive WOM through friends, peers, family members, and social networks is a powerful mechanism to attract people to a certain product. To utilize WOM, clothing producers and retailers must be able to deliver their brand promises by providing outstanding customer service, collecting feedback and testimonials, and offering the desired level of 15 product quality. The results of this study did show that perceived quality of clothing has a positive relationship with individuals’ clothing interest. The quality of clothing may be enhanced by the usage of relatively quality materials, quality stiches, and good workmanship (Tsiotsou, 2006). For example, the importance of quality has always been the focus of Levi’s, a reputable apparel company from the United States. Levi’s believes that quality products will be able to sustain the company (levistrauss.com, 2015). Although consumers’ clothing interest is positively related to their purchase intention (Son et al. 2013; Vikkraman and Sumathi 2012), this relationship is moderated by the level of price consciousness. In other words, price-conscious consumers of Generation Y may not intend to buy a certain brand of clothing even though they have a strong interest in the clothing. Hence, the clothing retailers are advised to pay attention on the way they price their products as this could influence consumers’ purchase intention. Various pricing strategies such as odd pricing, reference pricing, price bundling, quantity discount, cash discount, price- off promotion, coupons, rebates, and reward system may be used to entice price-conscious consumers. As a conclusion, there is no doubt that the fashion industry is growing in a dynamic environment. Identifying factors that influence clothing interest and buying intention would have been a great advantage for the apparel manufacturers and retailers. In view of the competitive landscape of the garment and retail industry, it is vital for the manufacturers, retailers, marketers and other relevant parties to be more diligent in attracting and stay relevant to the needs and wants of the potential customers. Understanding what arouse customers’ interest in clothing would be useful for them to accurately segment their target market, develop effective promotion strategies, and create loyalty among the customers. The findings of this study are especially important due to the growing influx of international apparel brands in Malaysian economy. tải về 475.41 Kb. Chia sẻ với bạn bè của bạn:
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