Customers make different buying decisions every day—decisions are influenced by perceived customer value. Customers already defined the benefits of a product and its price accordingly. The success of a brand lies in the notion, “Is a product satisfying customer’s needs and wants”. The garments and clothing business is an example of different purchasing habits of consumers’ behavior. Brands invest millions of dollars to position their brand’s benefits in the customer’s mind. Wholesale clothing brands portray different fashion styles through fashion shows. Designers offer different stylish clothing styles according to market demand.
Different variables affect customer’s purchasing habits.
1. Motivational factor:
When a person is motivated by a brand, it influences his buying psychology. Purchasing is the final decision of a consumer due to the motivation of a particular brand. Buying motivation is affected by a three-stage process:
At first, the customer gets information about a brand and matches his needs and wants accordingly. Awareness of a brand can be via electronic media and social media.
At the second stage, the customer compares different brands’ specifications and resources. Customers have to consider their options on taking a purchase decision.
In the third stage, the customer finally takes a decision and is motivated to buy the product. The customer perceives that his need is fulfilled by a particular product.
2. Family buying pattern:
Family buying is an important factor for a person. A person grows in a family and follows the buying pattern of his parents and relatives. It is his psychology that is influenced by the family’s buying behavior. Products they have bought in their childhood tend to buy the same products even when they have grown up. A family’s buying behavior is an important factor in a consumer’s buying decisions.
3. Reference groups:
Consumers also associate themselves with a particular reference group. Reference groups influence and transform a society’s norms, believes, and values. They can be national leaders, actors, players, teachers, and professionals. Consumers get anticipatory inspiration and symbolic inspiration from these reference groups. The reference groups have three types of powers, expert power, reference power, and reward powers. Fashion experts and designers impact the buying decision of their followers. Consumers are influenced by their opinions and clothing trends.
4. Age groups:
Buying patterns are differentiated in various age groups. Young people’s buying behavior and habits vary from middle-aged and elderly people. Youth is inclined toward bold and vivid coloring as compared to middle-aged people. Youth follow movie stars and players to determine their needs and wants.
Middle-aged people are more concerned about the home, property, and buying a new car for their family. Advertisers focus on the specific need and want of a particular group of age.
5. Income groups:
Income groups have their tendencies and inclinations. Lower-income groups have to fulfill their physiological needs. When an income group fulfills its physiological needs, it is concerned about its safety needs. Safety needs are a priority of middle-incomes groups. Higher-income groups are more concerned about self-esteem and self-actualization. Higher-income groups, customers are more concerned about their status in society. They are inclined towards luxury items as they have the buying power.