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Purchase behavior of branded clothing among Gen Y group / Haslina Ali

This study focuses on the purchase behavior of branding on Gen Y’s choice of clothing as it is stated that they are brand conscious. This research looks specifically at public universities students aged between 18-25 years old located in Kota Samarahan. This study aims to determine if this group of...

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Main Author: Ali, Haslina
Format: Student Project
Language:English
Published: 2013
Subjects:
Branding (Marketing)
Research
Online Access:https://ir.uitm.edu.my/id/eprint/90914/1/90914.pdf
https://ir.uitm.edu.my/id/eprint/90914/
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spelling my.uitm.ir.909142024-03-22T00:01:20Z https://ir.uitm.edu.my/id/eprint/90914/ Purchase behavior of branded clothing among Gen Y group / Haslina Ali Ali, Haslina Branding (Marketing) Research This study focuses on the purchase behavior of branding on Gen Y’s choice of clothing as it is stated that they are brand conscious. This research looks specifically at public universities students aged between 18-25 years old located in Kota Samarahan. This study aims to determine if this group of Gen Y are brand conscious in their choice of clothing. Survey questionnaires were developed to obtain quantitative data from two hundred respondents for statistical analysis. The findings suggest that Gen Y are brand conscious as the right choice of clothing helps them create an image and identity for themselves. Peer influence plays a crucial role in their choice of brands as it aids in their socialization process. In addition, advertising is an important variable in conferring brand values and establishing an image for the brand. Celebrity endorsements have a huge impact on branded clothing too as they promote certain attributes like image, quality and status. The results of this study are, however, limited as it was conducted within a single segment. Furthermore, the research does not follow the individuals over time to see how brand choices change. The researcher recommends that to retain Gen Y’s loyalty, brand managers need to build an emotional attachment to make the brand special and bring lasting competitive advantage. Additionally, advertising should be used to not only create awareness but influence brand image and preference. A buzz should be created through celebrity endorsement to reach out to this segment. Gen Y establishes their brand preferences between the ages of 18 and 25 and therefore targeting this consumer group is rewarding because with careful promotions marketers can create a pool of brand loyal customers for the future. However, young people do not like being manipulated by marketers, have short attention spans and are media-sawy in choosing what messages they wish to receive. Therefore, marketers of branded clothing need to act ethically as brands should hold up a window, not a mirror, and let youth understand the brand and decide for themselves. 2013 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/90914/1/90914.pdf Purchase behavior of branded clothing among Gen Y group / Haslina Ali. (2013) [Student Project] (Submitted)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Branding (Marketing)
Research
spellingShingle Branding (Marketing)
Research
Ali, Haslina
Purchase behavior of branded clothing among Gen Y group / Haslina Ali
description This study focuses on the purchase behavior of branding on Gen Y’s choice of clothing as it is stated that they are brand conscious. This research looks specifically at public universities students aged between 18-25 years old located in Kota Samarahan. This study aims to determine if this group of Gen Y are brand conscious in their choice of clothing. Survey questionnaires were developed to obtain quantitative data from two hundred respondents for statistical analysis. The findings suggest that Gen Y are brand conscious as the right choice of clothing helps them create an image and identity for themselves. Peer influence plays a crucial role in their choice of brands as it aids in their socialization process. In addition, advertising is an important variable in conferring brand values and establishing an image for the brand. Celebrity endorsements have a huge impact on branded clothing too as they promote certain attributes like image, quality and status. The results of this study are, however, limited as it was conducted within a single segment. Furthermore, the research does not follow the individuals over time to see how brand choices change. The researcher recommends that to retain Gen Y’s loyalty, brand managers need to build an emotional attachment to make the brand special and bring lasting competitive advantage. Additionally, advertising should be used to not only create awareness but influence brand image and preference. A buzz should be created through celebrity endorsement to reach out to this segment. Gen Y establishes their brand preferences between the ages of 18 and 25 and therefore targeting this consumer group is rewarding because with careful promotions marketers can create a pool of brand loyal customers for the future. However, young people do not like being manipulated by marketers, have short attention spans and are media-sawy in choosing what messages they wish to receive. Therefore, marketers of branded clothing need to act ethically as brands should hold up a window, not a mirror, and let youth understand the brand and decide for themselves.
format Student Project
author Ali, Haslina
author_facet Ali, Haslina
author_sort Ali, Haslina
title Purchase behavior of branded clothing among Gen Y group / Haslina Ali
title_short Purchase behavior of branded clothing among Gen Y group / Haslina Ali
title_full Purchase behavior of branded clothing among Gen Y group / Haslina Ali
title_fullStr Purchase behavior of branded clothing among Gen Y group / Haslina Ali
title_full_unstemmed Purchase behavior of branded clothing among Gen Y group / Haslina Ali
title_sort purchase behavior of branded clothing among gen y group / haslina ali
publishDate 2013
url https://ir.uitm.edu.my/id/eprint/90914/1/90914.pdf
https://ir.uitm.edu.my/id/eprint/90914/
_version_ 1794641332067631104
score 13.211869

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