Understanding the Online Conspicuous Purchase Pattern of Indian Millennial with respect to Fashion Clothing Brands
DOI:
https://doi.org/10.61841/xqdjfh33Keywords:
Wardrobe Malfunction-That I don’t have enough Syndrome ‘Millennial,, e-review, Website designAbstract
--I got a closet full of clothes but I got nothing to wearI wanna shop‘Song ‘Me and Mirror by Jordan Sparks’The above lyrics of the song depict the situation prevalent amongst most of the college-going youth in the country today. The youth in the country always aspire to have more- more of every pleasure and possession in life and tech- gazettes and fashion clothes top their list. This paper focuses on understanding the motivation of the youth while shopping for fashion apparel brands.The millennial generation is more informed of the choices available for making a purchase. There is a high level of consciousness among them on ‘What to wear, when and why’. The irony of the youth of today is that what you wear decides on who you are and one will look good only when one wears ‘good’ so the focus shifts towards what to wear. This primarily is because of the World Wide Web that makes any and every information available by a click. But what is it that motivates the youth towards making a purchase or simply towards strengthening the purchase intention needs to be understood deep. It could possibly be a set of reasons put together. Peer influence, the brand, promotional offers, price, fashion trend all put together or even individually or in some combinations. The word ‘Need’ has long been replaced by ‘desires’ especially when it comes to the present generation of college going students. It will not be wrong to say that for the fashion industry change is the only constant as what is fashion today may become obsolete tomorrow. Fashion is very dear to the millennial because fashion reflects the image of self in the eyes of others which is important to them.The millennials spend a lot of time on the internet and, therefore, amongst the urban millennial online shopping tendencies have enhanced. Companies therefore should work on designing their virtual shopping space in such a way that it motivates the visitor to stay for longer on the website and this could lead to a higher probability of shopping from that site. A less attractive site may not be able to hold the attention and time of the visitor for long.The paper aims to identify the factors that influence the purchase intention of the millennial towards fashion products and to understand the impact of e-reviews on purchase decisions.
Downloads
References
1. Alreck, P. and Settle, R.B. (2002), “Gender effects on internet catalogue and store shopping”, Journal of Database Marketing, Vol. 9 No. 2, pp. 150-162
2. Arnold, M.J. and Reynolds, K.E. (2012), “Approach and avoidance motivation: investigating hedonic consumption in a retail setting”, Journal of Retailing,Vol.88No.3,pp. 399-411.
3. Bhargava, R. (2009). Personalidad de marca. México, D.F.: Mc Graw Hill.
4. Borges, A., Babin, B.J. and Spielmann, N. (2013), “Gender orientation and retail atmosphere: effects on value perception”, International Journal of Retail & Distribution Management,Vol. 41 No. 7, pp. 498-511.
5. Chakraborty, U. and Bhat, S., 2018. The Effects of Credible Online Reviews on Brand Equity Dimensions and Its Consequence on Consumer Behavior. Journal of Promotion Management, 24(1), pp.57-82
6. Chow, P.S.; Li, C.K.Y. Towards Closed-Loop Fashion Supply Chains—Reflections from Retailer-Facilitated Used Apparel Collection Programs. In Contemporary Case Studies on Fashion Production, Marketing andOperations; Springer Series in Fashion Business; Springer Nature: Singapore, 2018.
7. Christopher, M.; Lowson, R.; Peck, H. Creating agile supply chains in the fashion industry. Int. J. Retail Distrib. Manag. 2004, 32, 367–376.
8. Cyr, D. (2008) ‘Modeling website design across cultures: relationships to trust, satisfaction, and e-loyalty’, Journal of Management Information Systems, Vol. 24, No. 4, pp.47–72.
9. Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management science, 49(10), 1407-1424.
10. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2005). Consumer behaviour. (10th ed.). Cincinnati, OH: South-Western College Publishing
11. Gretry, A., Horváth, C., Belei, N. and van Riel, A.C., 2017. “Don't pretend to be my friend!” When an informal brand communication style backfires on social media. Journal of Business Research, 74, pp.77-89.
12. Hauck, E.W. & Stanforth, N. (2007). “Cohort perception of luxury goods and services”,
13. Kamineni, R. and A. O’ Cass. 2000. “The Effect of Materialism, Gender and Nationality on Consumer Perception of a High Priced Brand”, The Australasian Marketing Journal, Visionary Marketing for the 21st Century: Facing the Challenge: 614-618, retrieved February 08, 2013, from http://smib.vuw.ac.nz:8081/www/ANZMAC2000/CDsite/ papers/ ijk/Kaminen1.PDF
14. King, R.A., Racherla, P. and Bush, V.D. (2014), “What we know and don’t know about online wordof-mouth: A review and synthesis of the literature”, Journal of Interactive Marketing, Elsevier B.V., Vol. 28 No. 3, pp. 167–183.
15. Lazarevic, V. (2012). Encouraging brand loyalty in fickle generation Y consumers. Young Consumers, 13(1), 45- 61. doi:10.1108/17473611211203939
16. Lee, G.G. and Lin, H.F. (2005) ‘Customer perceptions of e-service quality in online shopping’, Journal of Retail and Distribution Management, Vol. 33, No. 2, pp.161–176.
17. Lim, Y. S., Heng, P. C., Ng, T. H. & Cheah, C. S.(2016). Customers‘ online website satisfaction in online apparel purchase: A study of Generation Y in Malaysia.Asia Pacific Management Review,21 (2), 74-78
18. Mangold, W.G. & Smith, K.T. (2012). Selling to Millennials with online reviews. Business Horizons, 141-153.
19. Martin, E. J. (2015). How to use authenticity, brands, and visuals to engage millennials. EContent, 38(8), 6-9.
20. Moreno, F.M., Lafuente, J.G., Carreón, F.A., and Moreno, S. M.(2017).The Characterization of the Millennials and Their Buying Behavior. International Journal of Marketing Studies, 9(5), 135-144.
21. Muda, M., Mohd, R., & Hassan, S. (2016). Online Purchase Behavior of Generation Y in Malaysia. Procedia Economics and Finance, 37(July), 292-298. http://doi.org/10.1016/S2212-5671(16)30127-7
22. Noble, S.M., Griffith, D.A. and Adjei, M.T. (2006), “Drivers of local merchant loyalty:understanding the influence of gender and shopping motives”, Journal of Retailing, Vol. 82 No. 3, pp. 177-188
23. Ordun, G. (2015). Millennial (Gen Y) Consumer Behavior Their Shopping Preferences and Perceptual Maps Associated With Brand Loyalty. Canadian Social Science, 11(4), 1-16. http://doi.org/10.3968/pdf_294
24. Rodgers S. and Harris M.A, Gender and e-commerce: An exploratory study, Journal of Advertising Research 43(3), 2003, 322- 329.
25. Ruiz, M. M., Casaseca, C., A., & Panera, C, F. J. (2013). El poder de la imagen del poder. Salamanca, España: Ediciones Universidad de Salamanca.
26. Salim, S. (2019). How much time do you spend on social media? Research says 142 minutes per day. Retrieved from https://www.digitalinformationworld.com/2019/01/how-much-time-do-people-spendsocial-media-infographic.html
27. Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing, motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489-499.
28. Soeck Yoo-Kyoung and Yu Chen Jessie H. (2008) Website evaluation criteria among US college student consumers with different shopping orientations and Internet channel usage; International Journal of Consumer Studies ISSN 1470-6431 Pg 204-212
29. Stouthuysen, K., Teunis, I., Reusen, E. and Slabbinck, H., 2018. Initial trust and intentions to buy: The effect of vendor-specific guarantees, customer reviews and the role of online shopping experience. Electronic Commerce Research and Applications, 27, pp.23-38
30. Sweeney, R. 2006. Millennial Behaviors & Demographics. New Jersey Institute of Technology.
31. Urcelay, J. (2016) ‘Millennial Mayen’, 20/20, 43(8), pp. 92–92.
32. Valentine, D. B. and Powers, T. L. (2014) ‘Generation Y values and lifestyle segments’, Journal of Consumer Marketing. doi: 10.1108/JCM-07-2013-0650.
33. Varsha, J. (2014). Exploring generation Z’s purchase behaviour towards luxury apparel: A conceptual framework. Romanian Journal of Marketing, 4(2), 18-29.
34. Wu. S. (2003) The relationship between consumer characteristics and attitude toward online shopping, Marketing Intelligence & Planning 21(1), 37-44.
35. https://fashionunited.com/global-fashion-industry-statistics
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
