Consumer Behavior In The Fashion Industry: A Study Of Three Companies

Company Overview

In the current scenario, corporations are more concerned regarding consumer buying behavior. It aids them to increase the data about how consumer motivates to choose one fashion shop to another. It can be stated that every person is a consumer. Consumer behavior is a study of the process which defines when a person chooses, buys, and use and disposes of the products and services. It also provides the information regarding idea and experience to meet the requirement and desires of customers. This research not only focuses on the high perception of consumer relates to why and what they buy but also it emphasizes on how marketers persuade consumers to prefer to shop from particular fashion store (Rani, 2014).

 Company face confronts to identify the motive of customers to prefer one fashion over another. This research describes that individuals discover the different aspect of data and wide categories of products along with having a great deal of preferences and alternatives which is existing at the marketplace and urge their decision. But, the evaluation and decision making is distinguish between persons and also persuaded by the internal behavior of consumers such as attitude, perception and motivation. Along with this, it is also persuaded by external factors such as group influence, family roles and peer influence (Wee, et. al., 2014). The research has collected the information from customers of three companies which deal in the fashion industry.

Jane Norman is women’s clothing retailer in the UK which is established by Edinburgh Woollen Mill. It is also sister corporation of fashion chain peacock. The corporation was built by Norman Freed, who sold it on to Graphite investment for £70 million in January 2003. On 30 July 2005, the corporation is bought through Baugur Group for £117.3 million. In January 2007, Jane Norman declared 45% increases in profit over 2006 and also demonstrated a plan to start one hundred more stores around the nation. On 28 June 2011, the brand and 33 stores were sold to Edinburgh Woollen Mill. This company is now dealing with-store concession and online retailer that influences a large number of the customer (Jane Norman, 2017).

Hardy Amies is a fashion house that specialized to deliver modern luxury menswear in the UK. Amies was successful by using companies to commercially extract value from his structure along with it cannot be replicated by another competitor that is the point of exploitation. Amies was a leading designer in Europe which focuses on ready to wear market and linked with Hepworths for designing on a range of menswear. In 1961, Amies made fashion history by designing the product for ready to wear catwalk show of men. Amies also made clothing design for in-house work wear. It has also constructed the design for the 1972 British Olympic squad, the England 1966 World Cup team, and other groups like London Stock Exchange and Oxford University Boat Club. In the mid of 70s, the company has penetrated into interior designing like crown wallpaper design. In 1974, Amies was penetrated into a list of fame with respect to international best dress (HARDY AMIES, 2017).  

Problem Statement

Rupert and Buckley is clothing brand which heads office in Barnstaple, Devon. The brand develops inspired clothing in British nation. This brand name is the integration of surname of founder and the name of the brand which he had preferred to call his first child. This corporation entailed different aspect of the heritage of British nation and sporting designing in its goods and implement a scheme of dark yellow and purple color for packaging of its certain products. It entails a range of clothing such as rugby shirts, blazers, chinos, socks, shirts and T-shirts. This company was developed by James Buckley Thorp in 2011. This company has started its first own shop in the bath but this was closed due to poor selling. In November 2013, the fashion label has developed its Brand Ambassador Scheme. The company has accessed trade investment of £2,500,000 in the month of July 2016. Along with this, the company has expanded their business in both domestic and international areas (Rupert and Buckley, 2017). It has started their new stores in the center of Oxford. This initiation was aided by increasing BBC star Chris Smee. Further, Mr Alexander Newman is current CEO of Rupert and Buckley LTD.

A researcher has discussed that consumers are motivated by different factors such as cost and efficiency. Along with, customer desires to meet hedonic requirements like social interaction, environment and impacts. These motivational factors have focused in the literature of marketing. These literature depict the association between shopping platforms, hedonic, and utilitarian motivations. In the most of the research, it is observed that in the current scenario, customer focuses on shopping through online channels in the UK due to their convenience (Wee, et. al., 2014).  

This study also assessed what motivates customers to prefer one fashion shop as compared to another one. This study will also help the fashion marketing managers to make reposition of their branding and advertising approach. It will also help to capture the feasible target market to increase revenue in specified times (Badgaiyan and Verma, 2014). 

The methodology is built by the researcher on the basis of theoretical structure and developing a quantitative and qualitative survey. The researcher has used different chapters to methodologically complete the research. In this way, the first section discusses the research background, problem statement, aims and objectives, project scope, and research question. The next chapter is literature review which discusses meaning and concept of consumer motivation and factors that motivates the consumer to prefer one fashion shop over another besides this, suggest the different strategy to influence the consumer towards their company (Horner and Swarbrooke, 2016). After that, research methodology is used by the researcher to complete the research in a methodological way. The fourth chapter shows the analysis and findings to understand the gathered information in a comprehensible way (D’amico, et. al., 2014). The fifth section depicts the conclusion and recommendation that could be effective for future research.

The main aim of this research is to analyze the factors that motivate the consumers to prefer one fashion shop to another. Following objectives are used by a researcher to accomplish the research aim:

Research Structure

Secondary question

• To explore the meaning and concept of customer Motivation

Primary question 

• To analyze the different factors that motivate customers to prefer one fashion shop to another
• To recommend the strategies to motivate the consumers towards particular one fashion shop over another

• What are the meaning and concept of customer Motivation?
• Which factor motivates customers to prefer one fashion shop to another?
• What are the strategies to motivate the consumers towards particular one fashion shop over another?

H0: There is no relationship between motivation and consumer decision making

H1: There is relationship between motivation and consumer decision making

As per the view of Ali and Ahmad (2016), consumer motivation is a force to meet the requirement and desires of customers. Customers also meet their psychological and physiological need through using and purchasing the products and services. Certain motives are essential for customers like water, food, shelter, warmth, and cloth to survive. Other motives are complex like the desire for love, status, and admiration. Marketers should address the compelling and impelling factors behind consumer behavior.

In support to this, Carrington et al. (2014) stated that consumer motivation can be viewed as a procedure by which needs could be satisfied. There is five stage of completing the need. The first stage is started with the hunger once it is recognized by the customer then they feel forced to decline it. After that, the customer thinks about lunch alternatives. Their needs translate into wants and desires. Further, desires are changed into particular goals. The goal is to meet the actual needs and declines stress of customers. Consumer motivation is an internal status that leads people to address and purchase products. It also aids to accomplish the conscious and unconscious needs or desires. The achievement of needs can encourage customers to make a repeat buy and to address different products and services to effectively attain those needs.

Maslow Hierarchy need of theory

Hajli (2014) evaluated that customer’s motivation is associated with a hierarchy of needs. As per this model, motivational drivers have the high extent of significance. The basic needs are physiological and concern basic survival needs such as food, safety and shelter. Higher level need entails the social ones such as love and relationship, esteem needs include the status and recognition and self-actualization needs contain the fulfillment of self. As per the Maslow, a person should meet their lower level needs before completing the higher level needs.

In the view of Font-i-Furnols and Guerrero (2014), motivation level of the consumer may differ from low to high as it impacts on their purchasing behavior differently. The motive behind purchasing the product from one fashion shop could be a status factor, familiarities with the purchase and whole worth and cost. It is analyzed that motivation level could be lower due to getting lower rewards and decision-making behavior. As a result, the customer should identify the emotionally-charged, risky and complex procedure like influencing the customers towards their shop.   

Khare (2014) described that consumer motivation issues are based on behavior aspect in which someone takes action before taking buying decision and consuming products and services. An individual might do different kinds of research like assessing alternatives, sampling, and resting earlier taking a selection decision. Customers might decide to buy from one shop that most closely attains and satisfy the needs and wants of them. The key purpose of the marketer is to increase the revenues by linking the goods and services with customer’s needs and considerate what encourage customers to purchase.  

According to the Kuan et al. (2014), the motivational level can differ person to person and are affected by various external factors. These factors involve the social value of making the right judgment, belief regarding brands and coalition of brand values with personal values. In case, other individuals are involved in the judgment then their motivation can influence the attitude of primary customer.

In support to this, Rödiger and Hamm (2015) stated that marketers and companies can implement a number of techniques which aids them to understand the consumer motivation with respect to products and services. It may aid the company to adjust accordingly buyer’s motivation. Furthermore, marketer exercises pre and post-purchase focus group, one to one interview, postal and online survey to build their knowledge regarding motivational drivers of the consumer.

Prospect theory

Prospect theory defines that gains and losses are valued distinctly hence a person make decision as per their observed gains as compared to observed losses. This theory belongs to behavioral economic subgroup which defines how a person makes choice amid probabilistic alternatives. Since, there is high risk and chances of getting different outcome. This theory was formed in 1979 and created by Amos Tversky and Daniel Kahneman in 1992. It is based on psychological aspect that how decision could be made while compare to prospect utility theory. The underlying explanation of person’s behavior is used in prospect theory because the alternatives are independent and singular and the chances of gain or losses is reasonably assumed as being 50/50 instead of the chances that is really accessible. In addition, the chances of gain are observed as a higher.

Cardinal Utility Approach

Cardinal utility analysis is the oldest demand theory which facilitates the description of consumer’s demand with respect to product and also derives the law of demand. It is effective to develop the association amid quantity and price demanded of a product. This theory defines that consumer has inadequate amount of income that they expended on products selected by him for consumption. Thus, when consumer has objective of utility maximization with limited income then he will select those products whose consumption is manifest. A consumer is one who purchases the products and services for their personal satisfaction. Consumer equilibrium is attained at a point while they arrive at high extend of satisfaction with given resources and other condition.To analyze the different factors that motivate customers to prefer one fashion shop to another

Jung Chang et al. (2014) stated that consumer behavior can be widely categorized as the action and decision which persuades the decision making of the customer. There are different drives which customers use to select one fashion shop to another. In this way, most of the chosen procedure of purchasing involved a logical and emotional decision. The understanding of consumer behavior not only aids to comprehend the previous but also helps to forecast the behavior of customers. There are different factors which pertain to the attitudes, priorities and tendencies of people. It is beneficial to increase knowledge about purchasing outline of the consumer.

In contrast to this, Armstrong et al. (2015) evaluated that traditions, environment and education of a person have an impact on their decision to select clothing, food and personal item. For instance, some culture emphasized on the traditional fashion in their tradition hence people who belong to this culture give preference to those fashion shop which will meet their needs. Along with this, some culture may appeal the individual to change clothing style as a culture are forcing them to prefer those fashion shop where they can get desired products. Some culture also leads the next generation of customer to choose same fashion shop due to familiarity   

In the view of Muruganantham and Bhakat, 2013), marketing with the advertisement is omnipresent all through culture. It can be present through radio, mobiles, television, billboards, computer and bus stop. This multibillion-dollar can be existed due to the expressive message and influencing decision making of customers. Certain advertisements are simple and present the profits of products whereas others could appeal the desire of customers for admiration, and affection. It is analyzed that while a person observes a marketing message hundreds of times then it could not only persuade the customer to shop but also become continuing preference and their desires.

Cheng and Huang (2013) analyzed that customer want to understand about the product before purchasing and using it. They identify the safety side of products and services. It could be especially in the area of fashion products. Many fashion shoppers prefer trendy and those products that cannot affect the skin. Further, some shoppers are willing to pay a large amount for fashion products that complete their requirement. When buying fashion products, customers are concerned about the safety records in their choice of the product model.

In support to this, Biswas and Roy (2015) evaluated that consumers are more conscious regarding choices whereas others are not. There are different marketing activities which try to provide benefits of unconscious choice by creating awareness regarding manipulative component into their shopping experience. It can also present the product by seductive illumination as it will attract the shoppers to buy the products from their shop.  These unconscious factors are maintained by conscious responsiveness regarding product quality, personal need, and price. However, the strength of unconscious and conscious component can vary among a person.

Kanchanapibul et al. (2014) opined that advertisement plays a vital role to persuade the decision making of customers. It can be also effective for fashion shop to increase the market shares in a competitive market by persuading the consumer decision making. The marketing campaign should be done on an ordinary basis which can influence the consumer decision making at high extent for preferring one shop over another. It is analyzed that if a marketing campaign is implemented on ordinary basis then it can help to remind consumer to prefer one shop that can offer easy return policies and product delivery facilities.

In opposed to this, Zhang and Kim (2013) evaluated that consumer spending judgment is highly persuaded by existing economic circumstances in the market. For example, consumer influences by the pricing of the product while shop the products. A favorable economic atmosphere can build confidence among consumers and encourage them to purchase irrespective products due to the personal financial problem.

As per the view of Cantallops and Salvi (2014), consumer behavior is persuaded by different personal factors such as likes, dislikes, values, priority and morals. In the fashion industry, personal belief and values of the consumer are pertaining to prefer one fashion shop over another. In such way, the advertisement may help to influence these factors such as likes and dislikes and personal values which highly influence the consumer to prefer one fashion shop over another.  

On the other hand, Lim and Ting (2014) described that group influence is a key factor that influences the consumer to prefer one ship over another. The key group which primarily influences the customers is a classmate, family members, immediate relatives, and another group that secondarily influence to the customer is acquaintances and neighbors. Hence, the company should focus on these groups to influence the purchasing decision of consumers. For example, a large number of customers like the trendy fashion over traditional hence company should focus on this factor to pull the attention of mass customers towards their products.   

Chen et al. (2015) described that purchasing power of customer plays an imperative role to persuade the consumer behavior. The customer evaluates their purchasing power earlier making purchase judgment regarding preferring one shop over another. The fashion shop could be effective, however in case it fails to complete the need of consumer then it will have an impact on its revenue. It can be stated that segmenting consumer should be based on the capacity of the buyer as it will aid to determine prospect consumers and attain a better outcome.  

Amaro and Duarte (2015) recommended that company should promote positive factor to motivate the consumer towards their brand over another. Positivity is a strong tool that can be used to inspire, motivate and persuade the customer towards their brand. For instance, an engaging fashion shop can provide strong customer services as it would be beneficial to create positive emotions among customers. As a result, encouraging positivity will produce more revenues. It can be effective to catch the attention of customers and build customer loyalty.

In support to this, Lee (2014) stated that company should emphasize on the benefits of products and services to influence the thinking of another person. The company should avoid self-centric language that could be referred directly to the customer such as I, My, Me, and Mine or Us, we, and our. It should use words like yours and you as it is more influential words and can directly persuade the listeners.

Hajli and Sims (2015) evaluated that company should offer tester to customers to influence the decision making of customers. There is a number of factors that can positively or negatively influence the decision making of customers. Tester allows the uncertain customers to prefer one brand over another. It also enables the company to gain the opportunity for building a relationship and influence them towards one brand over another.    

In opposed to this, De Medeiros et al. (2014) stated that company should encourage the loyalty as it will be effective to pull the attention of a large number of customers. Brand loyalty is the key factor that can secure the business in terms of increasing sales. The company should also make rewarding strategy and incentives to motivate repeat customers. It can also make an effective brand message to attract the customer and inspire their loyalty.

According to the Lin and Lekhawipat (2014), the company should communicate regarding the consistent message. Each business requires a consistent message. Hence, it should primarily target the audience and develop a clear and persuasive message that could directly touch to customers. Along with this, the company should make persuasive selling strategy to convince the customers of purchasing the products and services. In this way, the company should highlight the benefits of products and services for their customers. Fashion shop can also demonstrate the unique feature of their product and services as compared to their key market players as it would be beneficial to attract the more customers towards their brand over other. The company can also show the positive reviews from satisfied customers and past customer who have used their product as it can attract mass customers towards their fashion shop over another.

In contrast to this, Salazar et al (2013) evaluated that company should demonstrate the products and services through different strategy for attracting the customers hence it will generate sales.   The company can introduce their product in a public place, high crowded place such as shopping mall, and train station. When a company demonstrates their products and services then it creates awareness among customers about benefits, characteristics and uses of products and services (Al-Kwifi, and Ahmed, 2015). As a result, it would be beneficial for fashion shop to attract the customer towards their brand over another.      

Sasmita and Mohd Suki (2015) stated that company should use sales promotion techniques to influence more people towards their brand. Customers can be motivated to buy through a particular fashion shop when they get the products and services at a lower rate. The company should also offer promos for products from time to time as it is a way of leading more customers towards their brand over another.

Oliver (2014) evaluated that company should facilitate free trials to their customers that can influence the purchasing decision of customers towards their brand over another. When company facilities free trial services to customers then it could be beneficial to create awareness about their brand among a large number of customers (Anderson, et. al., 2014). Along with this, when the period of free trial will be expired then the customer can commit to purchasing it.

In support to this, Yadav and Pathak (2016) recommended that company should facilitate a clear description of the products. Since, there are large numbers of people who are very cautious to purchase the products. They take their more time to read the label and packaging of products before taking the purchasing decision. Hence, the company should not hide the product’s information as it forces the people to buy it. Further, the company should provide the layout of its products to customers because it will lead them to buy the products and make a purchasing judgment.

As per the view of Malik et al. (2013), the company should provide depth information about terms and condition to influence the purchasing decision towards their brand over another. If the company does not facilitate transparent data regarding terms and condition then it makes the customer feel hoax and go wrong. Certain company owner hides their information such as detail about services, price and discloses them after customer buy the products and services. It would specifically make the customer to feel cheated and aggravated. As a result, they give their bad reviews about the particular shop.

In contrast to this, Fall Diallo et al. (2013) exhibited that company should assure the customer to their privacy. It is very imperative in the current business scenario. There are large numbers of companies that do not reveal their identity and description hence customer feels insecure. Consequently, it can be stated that company should inform the customer about their products and services to secure the customers to make a purchasing decision (Aslihan Nasir and Karakaya, 2014). It should also assure that company will not share the personal data of customer with others as it could attract the customers towards their shop.

Tingchi Liu et al. (2013) illustrated that company should perform after-sales services and support for their customers as it will influence the purchasing decision of customers. In such way, the company should give their time to offer after sales services and support to the client. This support could be related to regular maintenance, check, free shipping, and technical support and assistance, and product warranties.

In opposed to this, Cohen et al. (2014) opined that company should always available for their customer to influence the customers. In this way, it can call back to their customers to provide support them. In case, customer places order then the company should make sure that their order is shipped quickly. Along with this, if orders are placed through telephones then the company should make sure that there is someone always present to take calls. Further, the company should respond to customer complaints and queries (Brun and Castelli, 2013). It should also promptly attend the customers. Since, it would aid the company to develop customer confidence towards their services. The corporation should also advertise the product through different channels such as websites, social media, newspaper, and radio.

This chapter facilitates depth knowledge regarding tools, methods, and techniques to perform a research study in a methodological manner. This chapter is also beneficial for a researcher to provide the guidance with respect to gathering facts and figures from different respondents and resources to complete the research in the predetermined time period (Feldmann and Hamm, 2015).

Research philosophy creates the knowledge and comprehension of a researcher regarding research matter. Further, the choice of suitable research philosophy instructs the researcher to assess the mode of pooling data for assessing and evaluating the research process. Research philosophy could be categorized into different kinds as per the nature of research such as interpretivism, positivism, and realism research philosophy. In such way, positivism philosophy is defined as a process of pooling the rational data from measurement and observation (Hamilton, et. al., 2016). It enables a researcher to discover the truth as per the statistical figures. In addition, realism philosophy relies on human reality, and beliefs which are presented within the atmosphere. Interpretivism research philosophy aids the researcher to develop profound comprehension regarding research matter. This is also beneficial to pool the beliefs and ideas of respondents (Hamari, et. al., 2016).

Furthermore, the researcher has used positivism research philosophy for attaining an aim and objectives of the research. It is selected because it is associated with this research and also there is need to develop a hypothesis and highly ordered methodology like an evaluation of outcome as per generalization. It also aided a researcher to reach at valid conclusion associated with impact of motivation of consumer decision making (Gunter and Furnham, 2014). In contrast to this, Interpretivism and realism philosophy is not associated with this research because there is no need to develop theory and highly ordered methodology like an evaluation of outcome as per reality. It is not selected because this philosophy enables a researcher to takes the perceptions and observations of respondents.

The selection of research approach is significant to justify the chosen research method and design. It also allows a researcher to portrait the data in a methodological manner. Further, different approaches can be used by a researcher such as deductive and inductive (Hamari, et. al., 2016). These approaches facilitate a researcher to make a rational decision regarding selection of specific data gathering and analyzing techniques for this research study. Inductive approach is significant with interpretivism philosophy while the deductive approach is used to build the hypothesis by using different theories regarding research issue. For this, the researcher should gather different sort of facts and figures to accept or reject the hypothesis. However, the inductive approach demonstrates the resilience because there need to make hypothesis associated with research matter (Fernandez-Feijoo, et. al., 2014).

For this research, deductive approach is implemented by a researcher over inductive approach. Because, this approach allows the researcher to increase objective perceptive regarding research matter. This approach enables the researcher to gain validity and reliability of research outcome. By using this, the researcher is able to pool the facts and reach a specific conclusion about the impact of motivation on consumer decision making. In contrast to this, inductive approach is not suitable due to objective nature of research topic. At the same time, there is need to develop research hypothesis regarding research matter (Nwankwo, et. al., 2014).

There are different kinds of research studies that appropriately aid a researcher to assess the design of research project. These research designs entail exploratory, descriptive, and causal design of research. Under this, exploratory research design entails the primary research in which researcher solves the research issue by developing the hypothesis. In addition, descriptive research design aids a researcher to collect detail facts and figures with respect to research matter by discussing the observable information. Apart from this, casual research emphasizes on the cause and effect association between variables (Claiborne and Sirgy, 2015).

For this research, both descriptive and exploratory research design is chosen by a researcher. In this way, exploratory research design enables the researcher to gather detail information regarding the impact of motivation on consumer decision making. In contrast to this, descriptive research design aids the researcher to understand the views and beliefs of an individual (Gumirakiza, et. al., 2014). As a result, it is beneficial to give an answer to each research question and accomplishment of aim and objectives of the research. In opposed to this, casual research design is not implemented by a researcher because the researcher has not needed to assess the cause and effect association between different variables (Anderson, et. al., 2014).   

Under this research, the strategy of research is a significant component which allows a researcher to assess the research concern by responding the research question in a methodological manner. A researcher gathers the background information and assesses the information to reach a precise conclusion. The researcher can also implement research strategies like questionnaire, literature review, experiment, case study, interview, focused group, and observation (Chiu, et. al., 2014).

The researcher has used survey through questionnaire strategy to collect the primary information. This strategy also allows a researcher to gather sufficient facts and figures associated with factors that motivate customers to prefer one fashion shop to another. This strategy is also beneficial for a researcher because it takes minimum time with minimum expenses (Gala and Patil, 2013). Along with this, it enhances the reliability and validity of research between key stakeholders. Before conducting the survey, the researcher has sent the former section mail to get the approval of participants. It is beneficial to increase the reliability of survey through a questionnaire (Nasir and Karakaya, 2014).

Data gathering process defines the pooling the information in a methodological manner from various sources to complete the research in specified time period. The suitable data gathering process allows a researcher to increase understanding regarding research matter. It is also beneficial to reach a specific conclusion regarding research matter. Further, there are different kinds of data gathering process like primary and secondary. In such way, primary data is a data which is new, fresh and first hand. For gathering primary information, the researcher will use survey through a questionnaire, case study, group discussion, interview, and action research (Davis, et. al., 2014).

In contrast to this, secondary data is a data which is pooled by other authors and researchers to accomplish their objectives. Secondary data is published information that can easily access by a researcher to accomplish a research aim and objectives. The secondary data is gathered from different sources like the article, textbook, governmental publication, websites, newspaper, journal, and textbooks (Grunert, et. al., 2014).

The researcher will use both primary and secondary data collection method to complete the research in an effective and efficient manner. The primary data pooling sources are beneficial to build direct liaison with the people to comprehend the opinion associated with research matter (Escobar-Rodríguez and Carvajal-Trujillo, 2013). In opposed to this, secondary data gathering procedure is beneficial to obtain depth and theoretical knowledge regarding research concern. Forgetting secondary information, the researcher has used different sources like journals, articles, textbooks, websites, annual report and government publication. This is significant to enhance the reliability of research result (Liu, et. al., 2013).  

Furthermore, primary data is gathered via survey through a questionnaire to obtain reliable and valid facts and figures about research concern. This method is effective for the researcher to collect the views and perception of targeted respondents associated with the factors that motivate customers to prefer one fashion shop to another (Marian, et. al., 2014).

Sampling strategy is defined as the selection of right respondents for research study as it is beneficial to respond the research questionnaire for attaining the research aim and objectives. Sampling strategy could be classified into different parts such as non-probability and probability sampling method. These methods aid a researcher to conduct the precise observation from the distinct population. In such manner, probability sampling strategy is a technique of sampling in which participant is selected on the random basis. This sampling strategy is beneficial for attaining the reliable result because it provides equal opportunity to get select the participants in the research. In contrast to this, non-probability sampling strategy is a sampling technique in which people have not equal opportunity to select the participants (Yadav and Pathak, 2016).

For conducting the research, probability sampling strategy will be used by a researcher. Under this, random sampling strategy is used by a researcher to choose the participants for conducting the survey through a questionnaire. For this survey, 60 customers are selected who give preference to particular these fashion shops in the UK named Jane Norman, Hardy Amies, and Rupert and Buckley. Moreover, the researcher has used closed-ended questions which can be responded through “yes” or “no. It is beneficial to create the interest of respondents to share views and beliefs about research matter.

After pooling the facts and figures, a researcher analyses them to create reliable and valid outcome associated with research matter. In this way, different methods are used by a researcher to make a proper analysis of the data named statistical analysis, thematic and content analysis, disclosure analysis and conversational analysis. For this research, a researcher has used statistical analysis method to interpret the meaning behind response of customers. Along with this, Ms- excel software is used to portrait the data through several bar diagram, pie charts and column graph. It is beneficial to generate comprehensible knowledge regarding responses and outcomes regarding the factors that motivate customers to prefer one fashion shop to another (Wee, et. al., 2014).

Under this research, ethics is associated with completing each activity of research in an ethical manner by fulfilling the university guidelines and keep confidentiality of respondents. It also aids a researcher to conduct right behavior to complete the research methodologically. A researcher has confronted different ethical issues with respect to plagiarism, violation of the act, data fracturing, copyrighting with respect to secondary data gathering process. This issue could be solved a researcher by offering full credit to the authors and researchers in terms of offering in-text citation and references in each paragraph. In contrast to this, the researcher has implemented common languages to eliminate the similarity issue and to interpret the gathered information (Yazdanpanah and Forouzani, 2015).

Along with this, the researcher has taken earlier approval from targeted respondents for pooling primary facts and figures regarding research matter. By using this, a researcher was enabled to pool the views and beliefs of respondents in detail. It also aided the researcher to keep the consistency of information. In contrast to this, a researcher has also developed understanding among respondents regarding policies of confidentiality and security. In this way, research has ensured that they will not disclose the private data with others after completing the research (Teng and Wang 2015).

As per the above discussion, it can be concluded that effective assessment of research methodology encouraged the researcher to complete the research in the predetermined time period. The researcher has also analyzed different research approaches, philosophies, design, strategies and data gathering process with respect to factors that motivate customers to prefer one fashion shop to another. A research may enable to collect adequate facts and figures about research issues by using the research methodology (Khajehzadeh, et. al., 2014). Apart from this, a researcher is enabled to conduct the survey through a questionnaire in the ethical and considerable manner by emphasizing on the ethical concern.

Survey through questionnaire is conducted on 60 customers who prefer one fashion shop over another. In this questionnaire, the researcher has asked different question associated with demographic factors as well as research objectives to attain the research goals and objectives.

The questionnaire survey is collected from several customers who use fashion products and services in the UK and have a different experience, gender and age. Demographic result for this survey through questionnaire is demonstrated as follow:  

Gender
Male	30
Female	30

As per the above table, it can be stated that 50% of participants are females and rest 50% are males which depicts that researcher gives equal priority to both participants to avoid the biases.

Age-group

Age-group
18-22 years	16
22-26 years	18
26-30 years	14
Above 30 years	12

As per the table and pie chart, it can be seen that there is a high number of participants comes from 22-26 years whereas only 12 out of 60 participants belongs to above 30 years age group . Further, it can be stated that people who belong to 22-26 years make shopping. Hence, it is beneficial to get accurate information regarding the purchasing behavior and research concern.  

Experience
0 to 1 years	12
2 to 3 years	16
4 to 5 years	13
6 years and above	19

Above table shows that 19 out of 60 participants have 6 years and above experience to shop the products while only 12 out of 60 participants have 0 to 1-year experience in shopping field as it was beneficial for the researcher to attain research aim and objectives. Since, the majority of customers have high experience hence they have provided reliable and valid information to the researcher about the factors that motivate customers to prefer one fashion shop to another.

Independent variable: Motivation

The below chart demonstrates the responses of participants which are associated with first objectives of the research. Under this questionnaire, the researcher takes the judgment of respondents regarding meaning and concept of consumer motivation that can help to make a contribution regarding understanding the consumer motive behind preferring one particular fashion shop over another.

Motivation is forcing you to meet your requirement and desires
Strongly Agree	24
Agree	18
Neutral	11
Disagree	4
Strongly Disagree	3

As per the above bar chart, it is exhibited that a large number of participants such as 42 out of 60 participants were agreed with the statement that motivation is forcing customers to meet their requirement and desires. In contrast to this, 7 out of 60 participants disagreed with this statement. In favor to this, David Clarke and Mortimer (2013) illustrated that motivation is forcing the consumer to accomplish their desires and requirements. Further, customers accomplish their physiological and psychological requirement by buying and using the products and services of particular one brand over another. There are different motives of customers which are essential to survive such as shelter, food, water, warmth, and cloth. Another motive is multifaceted to achieve such as status, desire for love, and admiration. A marketer should identify the forcing and compelling motives of consumer purchasing.

Under this questionnaire, the question was asked to participants that the consumer motivation is associated with a hierarchy of needs. In this regards, customers give their different opinion that is depicted as follow:

Consumer motivation is associated with hierarchy of needs
Strongly Agree	24
Agree	16
Neutral	9
Disagree	6
Strongly Disagree	5

As per the above column chart, it can be illustrated that a large number of participants i.e. 40 out of 60 participants were agreed with this statement that consumer motivation is associated with a hierarchy of needs. In opposed to this, 11 out of 60 participants disagreed with this statement. In support to this, Yim et al. (2014) evaluated that motivation of customers is associated with a hierarchy of needs. According to this model, there are different motivational drivers that have a high degree of significance to motivate the customers. The first and basic need is physiological needs like safety, food and shelter. At the same time, higher lever requirement incorporates the social factors like love and affection, and another need is esteem which entails the status. In the last, self-actualization needs are the fulfillment of self. Hence, it can be stated that person should complete their basic needs before going on higher needs.

Coalition of brand values with personal values, social values and Belief regarding brands is highly motivated the consumer

Under this questionnaire, the researcher has asked the question to get the opinion regarding coalition of brand values with personal values, social values and Belief regarding brands is highly motivated the consumer to prefer one shop as compared to another. In this regards, customers give their different responses that are shown as following table and charts:

Coalition of brand values with personal values, social values and Belief regarding brands is highly motivated the consumer
Yes	54
No	6

Coalition of brand values with personal values, social values and Belief regarding brands is highly motivated the consumer

Above table depicts that most of the participants were agreed (i.e. 90%) on this statement. In contrast to this, only 10% of participants disagreed with this statement that the coalition of brand values with personal values, social values and Belief regarding brands is highly motivated the consumer to prefer one shop as compared to another. In reference to this, Yang (2013) examined that degree of motivation can differ individual to individual and are influenced by a different external environmental factor. These factors can be a belief about brands, social values of making feasible decision making, and a coalition of brand value with their personal values.  

Dependent variable: Consumer decision making

To analyze the different factors that motivate customers to prefer one fashion shop to another

Factor motivates customers to prefer one fashion shop to another

This question was associated with the second objective in which researcher has asked the participants regarding the factor motivate customers to prefer one fashion shop to another. In this way, respondents give their different responses that are discussed as follow:

Factor motivates customers to prefer one fashion shop to another
Group influence	18
Personal factor	16
Purchasing power of customer	14
Advertisement	13

From the above chart, it can be stated that 18 out of 60 participants gave their response to group influence as a key factor that motivates them to prefer one fashion shop to another. In opposed to this, only 13 out of 18 participants gave their response to the advertisement as a key factor which motivates them to prefer one fashion shop over another. Together with, Vashisht and Royne (2016) illustrated that group influence is a key factor which influences the consumer to choose one fashion shop over another. The primary groups are family members, classmate and immediate relatives which influences the customers and secondary groups are neighbors and acquaintances which highly influence the customers to prefer one shop to another. Therefore, the corporation should emphasize on these groups to persuade the purchasing judgment of consumers.

Under this question, the researcher has asked the question to participants that safety of product and services motivates you to prefer one fashion shop over another. In this respect, different opinions were given by the customers that are portraits as follow:  

Safety of product and services motivates you to prefer one fashion shop over another
Strongly Agree	17
Agree	19
Neutral	14
Disagree	6
Strongly Disagree	4

As per the above graph, it can be evaluated that 36 out of 60 participants were agreed with the statement that safety of product and services motivates you to prefer one fashion shop over another. In opposed to this, 10 out of 60 participants disagreed with this statement. In this perspective, respondents gave their different responses that are as follow:

In favor to this, Van Doorn and Verhoef (2015) demonstrated that customer wants to understand regarding the product and services earlier taking purchasing decision. Along with this, customers also address the safe side with respect to products and services. This is especially in the field of fashion shop. It is also identified that a large number of fashion shoppers gives preference to trendy and those fashion products that cannot influence the skin. While purchasing the products from fashion shop then large numbers of customers are concerned regarding safety records in their selection of product model.

This question is last which was associated with secondary objectives of the research. Under this, the researcher takes the opinion of respondents regarding consumer spending judgment is highly persuaded by existing economic circumstances in the market.  In this respect, respondents give their different responses that are shown as follow:  

Consumer spending judgment is highly persuaded by existing economic circumstances in the market
Strongly Agree	19
Agree	22
Neutral	10
Disagree	7
Strongly Disagree	6

Consumer spending judgment is highly persuaded by existing economic circumstances in the market

Above chart exhibited that 41 out of 60 participants were agreed with the statement that consumer spending judgment is highly persuaded by existing economic circumstances in the market. In contrast to this, 13 out of 60 participants disagreed with this statement.  

In opposed to this, Tingchi Liu et al. (2013) demonstrated that consumer spending judgment is extensively affected by the current economic situation of the market. Along with this, pricing of products and services also affected the consumer while they make a shopping decision. A positive economic condition can build confidence between consumers and lead them to buy irrespective products and services due to personal economic issues.

Company should promote positive factor to motivate the consumer

This question was associated with third objectives in which a researcher asked participants regarding the strategies to motivate the consumers towards particular one fashion shop over another. Under this, a researcher takes an opinion on the statement that company should promote positive factor to motivate the consumer towards their brand over another. In this respect, different opinions are offered by respondents that are shown as below:

Company should promote positive factor to motivate the consumer
Yes	53
No	7

From the above chart, it can be stated that a large number of participant (i.e. 88%) were agreed with this statement that company should promote positive factor to motivate the consumer towards their brand over another. On the other hand, only 12% of respondents were agreed with this statement. In favored to this, Sirgy, (2015) suggested that a corporation should endorse favorable factor to encourage the consumers with respect to their fashion shop to another. Positivity is an effective technique that can be implemented to persuade, endorse and encourage the end consumers towards particular one shop over another. In addition, an engaging fashion shop can facilitate strong customer service as it would be significant to generate positive emotion between customers. Consequently, encouraging positivity will generate more revenues for companies. It would be also beneficial to pull the customer’s attention and create customer reliability.

Key strategies to motivate the consumer towards particular one fashion shop over another

In this survey through a questionnaire, the researcher has asked a question of the respondents regarding the strategies that can motivate the consumer towards particular one fashion shop over another. In this perspective, a different answer is given by customers that are shown as below:

Which strategies can motivate the consumer towards particular one fashion shop over another
Avoidance of self-centric language	13
Offering tester	15
Rewarding strategy and incentives	11
Communicate regarding consistent message	9
Sales promotion techniques	12

From the above column chart, it can be stated that there are different strategies that can motivate the consumer towards particular one fashion shop over another. In this way, 15 out of 60 participants were agreed with this statement that offering tester is key strategy while 12 out of 60 participants were agreed with this statement that sales promotion technique is an effective strategy to attract the customer towards their fashion shop over another. In favored to this, Sheldon and Bryant (2016) recommended that company should provide tester to the customer for influencing their buying decision. There are different factors which positively and negatively persuade the purchasing judgment of consumers. These testers facilitate the doubtful customers to prefer one fashion shop to another. It is also effective for a company to grab the chances regarding making liaison and influence the customers with respect to one shop to other.

Under this survey through a questionnaire, the researcher has asked the question with the customers that company should provide depth information about terms and condition to influence the purchasing decision towards their brand over another. In this aspect, different opinions are given by the participants that are given as below:  

Company should provide depth information about terms and condition
Strongly Agree	24
Agree	21
Neutral	6
Disagree	5
Strongly Disagree	4

From the chart, it can be depicted that there are 45 out of 60 participants was agreed with the statement that company should provide depth information about terms and condition to influence the purchasing decision towards their brand over another. On the other hand, 9 out of 60 participants disagreed with this statement.

In favor to this, Ritter et al. (2015) recommended that a corporation should offer depth information regarding terms and condition to persuade the purchasing judgment with respect to particular one fashion shop over another. If a corporation does not provide visible information in terms of terms and circumstances then it will lead to customers to make feel deception. There is some company owner who hides their information like description regarding products and services, and disclosure of price after selling the goods and services can lead the customers to prefer another shop. Along with this, it shows that company has cheated with the customer hence they provide their negative comment regarding specific shop.  

Company should always available for their customer to influence the customers

Under this survey through a questionnaire, the researcher has asked the question with the customers that company should always available for their customer to influence the customers. In this aspect, different opinions are facilitated by the respondents that are as below:

Company should always available for their customer to influence the customers
Yes	52
No	8

Company should always available for their customer to influence the customers

From the above pie chart, it can be stated that a large number of participants i.e. 87% of participants were agreed with this statement that company should always available for their customer to influence the customers. In opposed to this, only 13% of participants disagreed with this statement. In reference to this, Rezvani et al. (2015) recommended that corporation should available to solve the query of customers at all times at it will be effective to influence the customers to prefer their shop. Along with this, the company can call back to their consumers for supporting them. It can be stated that when a customer places the order them company should quickly ship their order as it would be effective to attract the customer towards one fashion shop to another.  

Company should perform after-sales services and support for their customers as it will influence the purchasing decision of customers

This is the last question related to the last objective in which researcher asked participants that company should perform after-sales services and support for their customers as it will influence the purchasing decision of customers. In this perspective, different opinions are given by the respondents that are as below:   

Company should perform after-sales services and support for their customers as it will influence the purchasing decision of customers
Strongly Agree	21
Agree	18
Neutral	11
Disagree	6
Strongly Disagree	4

Company should perform after-sales services and support for their customers as it will influence the purchasing decision of customers

From the above chart, it can be stated that 39 out of 60 participants were agreed with the statement that company should perform after-sales services and support for their customers as it will influence the purchasing decision of customers. In opposed to this, 10 out of 60 participants disagreed with this statement. In favored to this, Zur and A. Klöckner (2014) recommended that a corporation should develop after sales services and support services for their customers. As a result, it would persuade the buying decision of customers. The company should also implement support services to persuade the customers like product warranties, free shipping, regular maintenance, technical assistance and support, and check.

Conclusion and recommendations

From the above interpretation, it can be concluded that motivation is forcing the customer to meet their requirement and desires. Since, customers can attain their both psychological and physiological needs by purchasing the products and services from one fashion shop over another.

From the findings of the survey through a questionnaire, it can be also evaluated that consumer motivation is related with a hierarchy of needs. Since, there are different motivational drivers that motivate the customers at high extent. Along with this, it can be summarised that coalition of brand values with personal values, social values and Belief regarding brands is highly motivated the consumer to prefer one shop as compared to another (Oluwadamilola, et. al., 2016). Since, level of motivation is differed from a person to person and is affected by external factors. Hence, it can be concluded that null hypothesis is rejected because there is significant relationship between motivation and consumer decision-making.

As per the above interpretation, it can be concluded that there are different factor motivates customers to prefer one fashion shop to another. These are group influence, personal factor, the purchasing power of customer and advertisement. But, from the analysis of survey through a questionnaire, it is found that group influence is a key factor which highly influences the customer to prefer one fashion to another. Since, the primary and secondary group are very close to customers which influence them to prefer one fashion shop over another (Nadeem, et. al., 2016).  It can be also summarized that safety of product and services motivates customers to prefer one fashion shop over another. Since, customers are health conscious as they identify the safety side of products and services. It is also analyzed that consumer spending judgment is highly persuaded by existing economic circumstances in the market. Since, alteration in product’s price can affect the purchasing decision of customers (Meyer-Waarden, et. al., 2013). Hence, it can be concluded that null hypothesis is rejected because there is significant relationship between motivation and consumer decision-making.

From the above interpretation, it can be concluded that company should promote positive factor to motivate the consumer towards their brand over another. Since, demonstration of positive factor about products and services can create a positive image in the mind of the customer.

It can be evaluated that there are different strategies that can motivate the consumer towards particular one fashion shop over another. These are avoidance of self-centric language, offering tester, rewarding strategy and incentives, communicate regarding consistent message and sales promotion techniques. However, it is analyzed that most of the participants have believed that offering tester us key strategy which can motivate the consumer towards particular one fashion shop over another. Since, the company provides tester before purchasing the product hence it can highly attract the customers towards one shop over another. It can be also concluded that company should provide depth information about terms and condition to influence the purchasing decision towards their brand over another. Since, it may create a deceptive image about the company in customer’s mind (Kim, et. al., 2016). It can be summarised that company should always available for their customer to influence them. Since, it would be beneficial to develop positive image among customers about the particular company over other. In the last, it can be concluded that company should perform after-sales services and support for their customers as it will influence the purchasing decision of customers because it pulls the attention of customer towards particular shop over another (Ju Jeong and Lee, 2013). Hence, it can be concluded that null hypothesis is rejected because there is significant relationship between motivation and consumer decision-making. 

From the above conclusion, it can be recommended that fashion shop should use a different strategy to influence the customers to choose their brand over other. In this way, it can use digital marketing strategy to promote their fashion products among a large number of customers. Consequently, it would be beneficial to attract the large number of customers towards their fashion shop. It can be also recommended that company should quickly respond the customer queries as it will not only persuade that customer but also influence the other customer. It can also deliver the added value to customers by facilitating high-quality services to them as it will influence the customers towards their fashion shop. It can be also suggested that company should launch fashion exhibition and events to endorse their fashion product as compared to its key competitors.  It can be also recommended that company should focus on the needs and desires of customers to influence their purchasing decision (Joshi and Rahman, 2015). It can also use motivation strategy to attract the customers such as sales discount.

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