Thai Fashion Brands and Consumer Behaviours Literature review

Essays on Thai Fashion Brands and Consumer Behaviours Literature review The paper "Thai Fashion Brands and Consumer Behaviours" is a good example of a literature review on marketing. The fashion clothing industry has recently been of great interest to market researchers and practitioners (Bakewell et al., 2006). This is mainly because of the profitability associated with the industry. Therefore, several types of research continue to focus on consumer purchasing behavior associated with fashion clothing. In general, the literature overview relating to consumer purchasing behavior illustrates several areas of interest in the fashion clothing industry. These include consumer loyalty, satisfaction, branding, market patronage, and the value the consumers attach to shopping (Bà ¤ckstrà ¶m Johannsson, 2006). However, within the broad diverse literature of the fashion clothing industry, the focus primarily lies in two major areas. These two primary areas of focus in the fashion clothing industry include consumer purchasing behavior and the subsequent subjecti ve outcomes of the consumer purchasing decisions.Indeed, the recognition of consumer satisfaction generating consumer lifetime value is evident (Bayley Nancarrow, 1998). The nature of clothing and satisfaction is closely related to consumer purchasing behavior. The current research utilizes the Maslow hierarchy of needs theory to determine and evaluate the factors which affect the consumer purchasing behavior associated with the fashion clothing industry in Thailand. Several types of research have established that consumer purchasing behavior is significantly determined by the subsequent satisfaction that consumers expect to derive from a given utility (goods or services). According to Richarme (2005), consumer purchasing decisions are usually based on the expected satisfaction from a utility. Therefore, the establishment and evaluation of the factors that influence consumer purchasing behavior are of great importance in the fashion clothing industry. Consequently, this area contin ues to be of great interest to researchers. This is major because the study of the factors that influence consumer behavior provides a further understanding of consumer trends associated with the fashion clothing industry.Thailand is an integral part of the Southeast Asia market, where luxurious fashion brands cannot choose nor afford to overlook. Since its integration into the market in the 1980’s, Thailand has recorded the growth of both the upper and middle classes. This has been one of the significant factors that have led to an increase in the consumption levels of luxury fashion brands (Carpenter, 2008). In addition, the efforts made by the Thai government to promote Bangkok, Thai’s capital city, as the regional hub for luxurious fashion brands, has also made a great contribution to the increased uptake of these luxurious fashion brands in the market (SchuttleCiarlante, 1998).