The Essence of Success (Great Gatsby Essay) Essay Example Essay Example

The Essence of Success (Great Gatsby Essay) Essay Example Paper The Essence of Success (Great Gatsby ) Essay Introduction Surprisingly, the different attitude between different genders toward cushion is considered as an essential factor for people to engage in fashion purchasing. 1 . INTRODUCTION AND BACKGROUND 1 . 1. Importance of the research In recent decades, the apparel production plays a vital role in the economy of a country. It is estimated that Clothing retailing was $23. 9 million on September 201 1, which take up. The expansion of Apparel industry in Australia poses challenges and heavy pressure to enterprises who do not understand and analyses the factors of consumer requirement toward fashion. Sigmund (2012) pointed out that marketing research are able to educe the risk of the uncertain or wrong decision, allowing companies to get higher profits. According to McCarthy OPS marketing mix (1 960), any business success is based on â€Å"OPS†, regarding to product, price, promotion and place. Without proper understanding of the expectations of consumers and properly marketing methods, man agers might attribute to management problems and financial loss. Thus, this study is incredibly important, for it will allow the manager to know how to design a campaign that can meet consumers needs and expectation, understanding how to improve the tankard of marketing mix and fashion trend are processing and making the prediction about fashion design in the future. 1. 2. Scope of report This report demonstrates adults who are living in Australia purchasing behavior with associated with fashion clothing. However, because of the geographic, time and cost limitations, only four randomly selected interview transcripts are taken from QUA T Blackboard. The Essence of Success (Great Gatsby ) Essay Body Paragraphs Therefore, the data presented in this report may differ from other results. 1. 3. Research Problem The purchasing behavior of adults associated with fashion clothing in Australia. 1. 4. Aim and Objectives The aim of this report is to qualitatively explore the drivers of fashion clothing purchase behavior. Specific objectives include: To identity which types of clothing consumers perceive as fashionable and unfashionable. To identify why consumers perceive some clothing as fashionable and other clothing as unfashionable. To understand societal values that lead to fashion clothing purchases. To identify motives that influence consumers to purchase fashion clothing. To understand fashion clothing purchase behaviors. 2. METHOD 2. 1 . Methodological considerations and assumptions In this study, exploratory qualitative research will be developed to investigated consumers purchasing behaviors and attitudes. Due to the fact that there are a few of previously systematic theories and structure d studies about people’s attitude about the fashion purchasing. For these reason, this report intends to deepen understanding of this problem and explore factors contributing to purchasing behaviors associated with fashion clothing through using the methods of interviews. The qualitative research will be in the form of in-depth interviews. First of all, it can be interact with respondents’ reaction directly. In addition, in-depth interviews can eliminate or reduce peer pressures, which ensures more freely exchange information. Moreover, One to one interview makes respondent feel that they are focus of attention, so that their thoughts and experiences are important. On the negative side, the cost of interview is almost higher than other methods. Because interview takes long time and spends much money, especially when there are a number of respondents. However, Idiotic-Bloom and Cerebrate (2006) believed that interview is an integral stage of an evolving study process th at is responsive to emerging insights. It deserves to spend a certain number of money. 2. 2. Sample Considerations It is essential to select a representative and accurate sample. The population of interest this study will be the adults in Australia who are over 18 years old. In other words, a consumer should own understandings of fashion and infusion independently. Due to time limitation, 4 samples come from QUIT blackboard sources. In terms of sample selection, this study uses in simple random sampling. The transcript database is made up Of respondents Of different age, gender and background. In order to obtain a gender-balanced exult, this research decides to choose 2 males and 2 females transcripts randomly. 2. 3. Data collection and framework, and analytical consideration In order to narrow the scope of consumer behaviors associated with fashion purchasing effectively, the research will use an interview as method for collecting data, all interviewers are required to familiar wit h interview guideline and question and make sure interview question are relevant. Also, check the audio equipment works properly and find a quiet place to implement interview. When the interview is in progress, interviewers should hank the participant for agreeing in the interview and introduce the topic firstly. Then, explain the process and requirement of the interview. Thirdly, confirm the respondents eligibility (must be at least 1 8 years old) and obtain signed consent. As the respondents are confirmed to be over 18 years, the interviews will use interviews objective and questions (see Appendices C. ) to question respondents about 30 minutes. It should be noticed that interviewers should add some another flexible questions accordingly to respondents reactions and experiences. After interview, the interviewer would transcribe the interview record and uploaded it to online database. Interviewer will choose addition three interview transcripts from another interviewer. The researc h will be analyses by thematic content analysis. 3. 0 ETHICAL CONSIDERATIONS The ethical consideration, as a foundation of all researchers, not only supports the aim of quality of research, but also improves the creditability and positive effect on study. Willing co-operation of the public is the main participants of this research. Research should be carried out honestly, objectively and protects participants’ rights Of privacy. Rights and obligations to respondents (MAMAS, 2013): Voluntary participation Informed of recording and observation Assurance of bona fades Rights and obligations to researcher (MAMAS, 2013): understanding the purpose of research and maintain objective Protecting confidentially of research records The data can not be used for any non-research purpose 4. 0 ANALYSIS Braun and Clarke (2006) said that thematic content analysis is a convenient and theoretically flexible method to analyzing qualitative data. This study uses thematic content analysis and pres ents analyses information from collected transcripts. Table 1 indicates the codes and themes of the analysis. Full transcripts can be found in Appendix A. 5. 0 FINDINGS AND RECOMMENDATIONS . 10 Interpretation of the data To identity which types of clothing consumers perceive as fashionable and unfashionable. It can be seen from the results in Table 1, fashion is generally defined to a tendency, which general public follow in one particular period. All of respondent pointed out unfashionable clothing looks dirty or unflattering. However, it should be noticed that there are some different thoughts between different genders. Female Respondents are likely to believe that uxorious brand like Zimmerman and Camilla as fashionable symbol, while men think that pattern and materials are the most essential component of fashion rather than brand. To identify why consumers perceive some clothing as fast enable and other clothing as unfashionable. Respondents perceive fashion clothing based on tw o basic factors, including the recognition and shopping places. They have a deep-rooted notion that clothing brought from supermarket like Target, Smart or some roadside stands are unfashionable, whereas those purchased from mega shopping center are regarded as superior quality products. It would be noted that some male respondent think that some famous brand, like LB, GUCCI lacks creative design products. To understand societal values that lead to fashion clothing purchases. According to all transcripts, it is apparent that social network and mass media can poses effects on people’s attitude toward fashion purchasing behaviors and the way of dressing. People get fashion information via diverse ways, such as celebrity dressing style, friends recommendation, magazines, American TV series, Backbone. There is a recognition that many media or celebrities obtain financial sponsorship from garment enterprises , so they resent some information to affect people’s opinions. In addition, female respondents put emphasis on fashion clothing in the importance of first Impression. To identify motives that influence consumers to purchase fashion clothing. It is worth emphasizing that ages, occasions and body figure can affect consumers motivation toward fashion clothing. Most of respondent think that they should dress maturely since they become older. Also, dressing manly or female may be not main considerations for all respondents because some people prefer to dress comfortably and suitably. It should be doted that when clothing promotion, like discount, people would buy relative expensive clothing. To understand fashion clothing purchase behaviors. Female respondents would not avoid buying designer clothing because they focus on quality and outstanding brand logo. However, male respondents are partly different. After decision they made in mind, no matter what they buy, they just go to shopping center for looking around and select. .2 Implication for managemen t. It is recommended that the Apparel industry should take relevant actions accordingly â€Å"OPS† marketing mix. In terms of the relation between products ND people, various preferences between different genders, garment enterprises ought to research people’s needs and expectation, developing market segmentation and design new products to satisfy different aged and gender groups’ requirement. We will write a custom essay sample on The Essence of Success (Great Gatsby Essay) Essay Example specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The Essence of Success (Great Gatsby Essay) Essay Example specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The Essence of Success (Great Gatsby Essay) Essay Example specifically for you FOR ONLY $16.38 $13.9/page Hire Writer