Impact of Fashion Involvement and Hedonistic Consumption Tendency on Consumer

Buying Behaviour in the UK Fashion Apparel Industry

By
[Your official name]
[Degree Title],
[University],
20XX

Proposal B

Table of Contents
1.

Introduction..........................................................................................................................1

2.

Research Problem................................................................................................................2

3.

Aims and Objectives............................................................................................................3

4.

Research Questions..............................................................................................................3

5.

Rationale of the Study.........................................................................................................4

6.

Significance of the Study.....................................................................................................5

7.

Literature Review................................................................................................................5
7.1.

Fashion Involvement.....................................................................................................5

7.2.

Factors Affecting Fashion Involvement........................................................................6

7.3.

Factors Influencing Consumer Buying Behaviour........................................................8

7.3.1. External Factors.........................................................................................................8

7.3.2. Internal Factors..........................................................................................................9
8.

Research Methodology........................................................................................................9

9.

Hypothesis and Variables...................................................................................................11

9.1.

Hypothesis 1................................................................................................................11

9.2.

Hypothesis 2................................................................................................................11

9.3.

Hypothesis 3................................................................................................................11

9.4.

Independent Variables.................................................................................................12

9.5.

Dependent Variable.....................................................................................................12

References......................................................................................................................................13

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Proposal
1. Introduction
With ever-increasing globalisation, the changing marketing methods and trends have
made a huge impact on global fashion industry (Kang & Park-Poaps, 2010). Fashion industry is
no longer limited to geographical boundaries and the global platform has moved culture and
fashion of one region to the others. Globalisation, in the last decade, has garnered considerable
attention. Its effects have created an external pressure towards more competitive fashion market
environment and have increased the demand for innovation (Dhurup, 2014).
Research on fashion orientation, hedonism and emotional gratification has developed into
an area of research due to its increasing significance for the marketers and businesses (Ekeng et
al., 2012). Most of the research on the consumer behaviour in the fashion industry has focused
upon personal factors, such as age, sex, education or employment. However, there are a few
researches exploring the impact of impulsive tendencies on buying behaviour (Jantarat et al.,
2010). This study will explore how involvement of consumers in the fashion apparel industry
and their hedonistic or pleasure-seeking tendencies affect their buying behaviour and the
implications for researchers as well as marketers.
From the marketing perspective, hedonic consumption refers to the depiction of
consumers sensory and emotional arousal in the use of the product and the effect of this
configuration is called hedonic response (Jantarat et al., 2010). Higher fashion involvement
experienced by consumers can influence their hedonic consumption tendency as well as increase
their positive emotions (Pattipeilohy & Rofiaty, 2013). As contended by Kang and Park-Poaps
(2010), the reason of hedonic consumption of products is related to materialism which is a
cultural factor. Customers having different values respond to market offerings differently, which
can be the basis of analysis of market structures and segments (Pattipeilohy & Rofiaty, 2013).

Proposal B

Consequently, highly involved shoppers constitute an important group for fashion

marketers. Because consumers are the focus of all marketing activities, marketers are interested
in studying and predicting their buying behaviour which is the reason the activities of businesses
and marketers are mostly concerned with the customers being satisfied to the highest extent
(Kang & Park-Poaps, 2010).
2. Research Problem
This research will address the problem of impact and implications of fashion involvement
and hedonistic consumption tendencies on consumer buying behaviour. Many researchers have
studied the area of consumer behaviour since many aspects of the customer decision process
cannot be determined easily. Today, hedonism and impulsiveness account for most purchases
made by consumers of fashion (Dhurup, 2014). Customers are tempted to buy fashion related
products because of the entertainment value of shopping, the pleasure they derive from the
purchases, the attractive packaging or designs, ambience of the stores and malls, etc.
(Muruganantham & Bhakat, 2013).
Since customers are the heart of a business, it is important for researchers and marketers
to understand what motivates the customers to buy or resist the temptation to make a purchase
and what are the confounding factors that affect the buying behaviour of consumers who are
highly involved in fashion and possess hedonistic tendencies(Kang & Park-Poaps, 2010).
Furthermore, this matter must be explored by the researchers as it can shed light on the
underlying forces, motivations and dynamics of consumer behaviour in the rapidly evolving
fashion industry of the 21st century (Muruganantham & Bhakat, 2013).

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3. Aims and Objectives

The aim of this research is to study the impact of fashion involvement and hedonistic
consumption tendency on buying behaviour. The reliability of the research depends on the
correspondence between its proposed objectives and the research findings. The following are the
key objectives of this research:

To evaluate the concepts of fashion involvement and hedonistic consumption

To identify the factors affecting consumer buying behaviour in the fashion apparel

industry
To analyse the impact of fashion involvement and hedonistic consumption tendency on

buying behaviour of consumers in the UK fashion apparel industry.

To provide recommendations for fashion retailers to formulate better strategies for
attracting new customers by understanding their psychological tendencies

4. Research Questions
The purpose of research questions is to set a direction of the research towards the
fulfilment of research objectives. Following questions are used to guide this research:

What are the factors that affect consumer behaviour in the fashion apparel industry?
What is the impact of fashion involvement on the buying behaviour of consumers in the

UK fashion apparel industry?

What is the impact of hedonistic consumption tendencies on the buying behaviour of
consumers in the UK fashion apparel industry?

5. Rationale of the Study

This study indicates the research interests of the author along with the realization that the
domain of consumer buying behaviour with respect to fashion involvement and hedonistic

Proposal B

consumption is not widely explored. The research will attempt to explore this link, highlighting
the practical implications and significance of fashion involvement and hedonistic consumption in
influencing buying behaviour of consumers in the UK fashion apparel industry. The findings will
identify some of the key aspects that can assist marketers to either successfully adopt, or design
and implement their marketing strategies keeping in view the factors that affect consumer buying
behaviour (Alba & Williams, 2012).
Many attempts have been made to identify and analyse the factors that influence the
buying behaviour of consumers. As a result, various internal and external factors have been
identified, such as personal factors, social and cultural factors, psychological factors, situational
factors, etc. (Durmaz, 2014). However, the impact of specific psychological factors on consumer
buying behaviour has not been investigated adequately in the context of the UK fashion apparel
industry (Durmaz, 2014). Therefore, this research will analyse how psychological factors such as
fashion involvement and hedonistic consumption tendencies affect consumer buying behaviour
in the fashion apparel industry in the UK.

6. Significance of the Study

This study will be a noteworthy contribution in evaluating consumer behaviour with
respect to fashion involvement and hedonistic consumption of the consumers. It will also be
beneficial to the fashion industry and retail industry in the area of strategic marketing
management and corporate strategies when they employ effective marketing strategies to
motivate the consumers in their purchase decision making process and particularly understanding
of different concepts related to the use of marketing strategies. By using the findings of this study
to understand the needs of the consumers and catering to their needs on time and according to the

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trend prevailing in the industry, individuals or organizations can gain competitive advantage
within the industry.
Moreover, this study will offer recommendations for evaluating the performance of
organisations regarding consumer behaviour and will be useful for the retail industry for devising
strategies to curb the ever changing needs of the consumers. Researchers in future will be able to
use this study as a reference for research on fashion involvement, hedonistic consumption and
buying behaviour.
7. Literature Review
7.1.

Fashion Involvement
Fashion involvement, according to Peter and Olson (2010) refers to the perceptions of

consumers about the significance and personal relevance of an object, event or activity (also
cited in Pattipeilohy & Rofiaty, 2013). Fashion involvement is related to fashionable clothing
and refers to the extent of importance attached with fashion products i.e. clothing, footwear,
accessories and how they affect impulsive buying behaviour. Fashion involvement increases
hedonic consumption tendencies, impulsive buying behaviour and positive emotions (Zeb et al.,
2011) and is positively related to apparel purchase. Fashion involvement, in essence, is the level
or extent an individual is involved with fashion-related products, clothes, trends, etc.
(Pattipeilohy & Rofiaty, 2013).
7.2.

Factors Affecting Fashion Involvement

The industry of fashion is evolving in most economies at a fast pace and it is a billion

dollar business. The level of fashion involvement is influenced by cultural factors as fashion
reveals the countrys culture, society and how people define themselves. Holmberg and hnfeldt
(2010) stated that customers commonly tend to associate fashion with clothing trends and all the

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related accessories which is an important part of their lives. With the increasing levels of
ambition among the individuals to obtain well-paying professions, their needs for a variety of
products are also growing. They want to keep themselves updated according to the latest fashion
trends going in the market. For majority of retailers and marketers, such groups of customers
have resulted in multiple opportunities so that they can exploit their obsessive buying emotions
(Dhurup, 2014).
Personal factors are also important when it comes to fashion involvement. According to
Howlett et al. (2013), clothes serve as the medium to communicate information regarding the
wearer. The first impression of an individual can be extremely influenced by the messages
transferred by his or her apparel. Holmberg and Ohnfeldt (2010) explained that consumers buy
identity when they purchase clothes. Fashion has become a symbol of status, relational goods,
aesthetic satisfaction and means of communication of uniqueness or self-concept (Saenger et al.,
2013), which can be actual or ideal (Kokkoris & Khnen, 2013). Therefore, through the purchase
and possession of fashion products, people show who they are or who they want to be. Fashion is
used as a communication tool to bridge the gap between the individual and the society and
signify the position or membership of the individual in a social group implying that clothing is
used to express self-image as well as identity in both social and personal contexts (Szczepaniak,
2015).
Demographic factors, such as age, gender, education, employment, etc. also affect
fashion involvement. According to a study conducted by Khare and Rakesh (2010), consumer
behaviour is very complex in developing countries as compared to developed countries. Khare
and Rakesh (2010) further developed an understanding of the elements of fashion clothing of
Indian youth and found that Indian youth has an association with the branded fashion trends. The
clothing fashion among males and females did not have much difference and they were both

Proposal B
equally involved in the fashion trends. Along similar lines, Barnes and Lea-Greenwood (2010)
also concluded that fast fashion is communicated and translated in the retail store atmosphere
influencing the choices of young consumers.
Lastly, situational factors also play an important role in the level of involvement in
fashion. For e.g. people may not have the purchasing power i.e. the extent to which they can
make purchases with the available money, or they may have the purchasing power but not time,
due to family or work responsibilities. They may be living in a place or society where high
involvement in fashion is seen as an indicator of high social status, or a place where fashion is
considered a taboo (Foroughi & Reyhane, 2012).
7.3.

Factors Influencing Consumer Buying Behaviour

In order to understand the consumption tendencies of consumers, examining the factors

influencing the consumer purchase intention and decision is crucial. Khaniwale (2015)
categorized these factors into two categories; external and internal. The internal factors are
personal and psychological and the external factors are social and cultural.
7.3.1. External Factors
The external factors influencing the buying behaviour of consumers are cultural and
social factors (Khaniwale, 2015). According to Radulescu et al. (2012), culture symbolizes the
combination of customs, moral and financial values, behaviour, conducts and beliefs that are
established by the societies. These combinations are shared by the society members and which
actually define their behaviour, including the buying and consumption behaviour. Generally,
culture incorporates all areas of life comprising the behaviour, technology, norms, beliefs,
lifestyle, ethics and thoughts and consumption patterns of any segment of individuals. Some

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cultures are more individualistic, materialistic and fashion-oriented than others. Fast fashion
culture of the UK, for example, is a growing trend among young consumers (Joy et al., 2012).
Social factors, on the other hand, include family, peers, society, media, role and status,
reference groups, etc. which play an important role in influencing the purchase decisions of
fashion consumers (Durmaz, 2014). According to the theory of Leisure Class (Veblen, 2007),
lower classes imitate the lifestyle and fashion of upper classes who design and promote
sophisticated fashion apparel, where upper classes want to validate their own feels of worth and
social status and lower classes want to emulate them by purchasing fashion products because
they perceive them as symbols of sophistication and wealth.
7.3.2. Internal Factors
The internal factors affecting consumer buying behaviour are personal and psychological
factors. According to Radulescu et al. (2012), consumers buying behaviour is affected by their
own personal factors which are exclusive to all individuals, such as age, sex, occupation,
educational qualifications, financial status, self-opinion, personality and lifestyle. Workman and
Cho (2012), for example, found that psychographic dissimilarities and individuals demographic
affect consumer behaviour. They compared the shopping behaviour of consumers for clothing
trends across genders and other fashion groups of consumers and found that men and women
have differences in recreational, suitability and fashion sensitive shopping behaviour. Men and
women, however, are not different in quality, impulsive, price or brand shopping behaviour.
Similarly, young people falling in the age bracket of 15-30 are more fashion-oriented (Khare &
Rakesh, 2010). Similarly, females generally are more involved in fashion (Tshabalala, 2014) and
affluent people from high socioeconomic backgrounds are more likely to buy luxury and branded
fashion products because of high purchasing power (Sun, 2011).

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8. Research Methodology
This study will be based on the positivist paradigm as the researcher believed that it is
possible to objectively study and assess how fashion involvement and hedonistic consumption
tendencies of consumers can affect their buying behaviour. The nature of this research will
beexplanatory as the researcher will aim to analyse and explain the relationship between the
independent variables i.e. fashion involvement and hedonistic consumption tendencies and
dependent variable i.e. buying behaviour and how a change in one variable may affect the other
variables. This study will bedeductive in nature as the aim of the researcher was to develop and
test hypothesis to examine the relationship between the independent and dependent variables.
This study will use quantitative research design as the aim of the researcher is to
objectively and empirically measure the impact of fashion involvement and hedonistic
consumption tendencies on buying behaviour using statistical tools.
For this study, survey strategy will beusedas the purpose of this research is to empirically
examine the impact of fashion involvement and hedonistic consumption tendencies on the
buying behaviour by assessing the behaviour of consumers through their opinions, perceptions
and attitudes. Surveys are the most commonly used strategy for quantitative research designs
(Flick, 2015).
A questionnaire with close-ended statements will be designed specifically for this study
in the light of the research questions, aims and objectives. 5-point Likert Scale was used to
measure the responses of the survey respondents. The questionnaires will be distributed among
the consumers in various shopping malls and retail stores and outlets.
This study will use the non-probability sampling method and convenience sampling
technique to select the sample from the population, which will comprise of consumers of fashion
apparel in the UK. Non-probability sampling method and convenience sampling technique will

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10

be use because there is not enough information available about the population (Kumar, 2010).
The target population will be consumers of fashion apparel in the UK.
9. Hypothesis and Variables
The testing of hypothesis includes two types of variables: the independent variable (IV)
which is controlled by the researcher and the dependent variable (DV) on which the effect of IV
is measured (Flick, 2015). The hypothesis and variables for this research are:
9.1.

Hypothesis 1

H1a: Fashion involvement and Hedonistic consumption are significantly linked with

buying behaviour.
H10: Fashion involvement and Hedonistic consumption are not linked with buying
behaviour.

9.2.

Hypothesis 2

H2a: Fashion involvement has a positive impact on buying behaviour of consumers in the

UK fashion apparel industry.

H20: Fashion involvement has no impact on buying behaviour of consumers in the UK
fashion apparel industry.

9.3.

Hypothesis 3

H3a: There is a positive impact of Hedonistic consumption tendencies on buying

behaviour of consumers in the UK fashion apparel industry.

H30: There is no impact of Hedonistic consumption tendencies on buying behaviour of
consumers in the UK fashion apparel industry.

Proposal B
9.4.

9.5.

Independent Variables
Fashion involvement
Hedonistic consumption tendencies
Dependent Variable
Buying behaviour

11

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12

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