Consumer Behaviour and Retail Marketing Strategy

CONSUMER’S ATTITUDES TOWARDS H&M

JIAHAO HUANG

Module Code: MKT9116M

Consumer Behaviour and Retail Marketing Strategy

Module Co-ordinator: Sabine Gerlach

University of Lincoln

May 2016

Abstract

Keywords

consumer, attitude, beliefs, behavior, fashion industry, H&M, attitude- behavior gap

This research paper will evaluate consumer trends in the fashion industry and establish the existing attitudes from consumers regarding products and services offered in the market. The case for H&M Company has been used extensively in this paper to bring out the existing beliefs in the fashion industry and how this affects consumer patterns. Extensive research from existing literature has been done on the same, and the claims have been backed through an extensive literature analysis that should not be confused with literature review as empirical research. From the findings, the study established that many factors outside the product attribute influence the consumer's attitudes. These factors include social, cultural, psychographic, geographic and cultural environment. There is room for fine-tuning the research’s findings about attitude- behavior gap especially in the fashion industry.

Table of contents

Abstract        

1.Introduction        

2. Background        

3. Problem Statement        

3.1 Objectives of the Research        

4. Review of Literature        

4.1 Theoretical Literature        

4.3 The Tri- component model        

5. Methodology        

5.1 Methods Used to Collect Data        

6. Findings and Discussions        

6.1 Consumer Beliefs        

6.2 Values towards objects        

7. Recommendations and Conclusions        

Reference        

Appendix 1        

1.Introduction

Modern people have become more concerned about their environment. Nowadays, individuals have more interest in the apparel and fashion business than they did several decades ago. In fact, it has become such a huge force in the world that the commodity market has grown by 4 per cent from proceeds of the fashion industry alone ((Onkvisit and Shaw, 2014, p 193). The acquisition of apparel is expected to increase in the mainstream society in the same proportion as the progress existing in food industry (Cervellon& Wernerfelt, 2012, p.177). The fashion industry is majorly affected by existing or attitudes newly formed beliefs of the consumer towards a company’s products.