This chapter will discuss about the factors that affect purchasing decision of consumer on clothes purchasing. It is important for businesses to understand the reason behind every purchase decision. With all these information and data on hand, business can utilizy it and turn it into a guideline for increasing sales and maintain positive relationship. In fact, there are many factors from different perspective that can carry effect on purchase decision. However, it wouldn’t be possible to discuss all the factors in one study. Therefore, this research paper will only discuss on few factors that are selected.
Consumer decision making could be define as the behavior patterns of consumers, that precede, determine and follow on the decision process for the acquisition of need satisfying products, ideas or services. (Du Plessis, 1991). Customer purchase decisions are usually compiled by several variables that influence a consumer on her / his choice towards certain product and/or services. These variables might be price, lifestyle, peer influence and etc. The study of consumer purchase decision is about providing better solutions or chances for business owners to develop, create, communicate and deliver value-added product or services to the customers.
Buying decision is a process that evolve from time to time that influences consumer’s behavior on buying. This field of study is on-going and ever changing; consumer behaviour is more than just the exchange of money for products. (Solomon, 2004). Decision making process can also be explain as the way of how a store, its environment and salesperson influences an individual buying decision. The decision making process of individuals is preceded, determined and followed by the mental ( such as service evaluation) and physical activities ( such as interaction with salesperson) of which purchasing behavior consists. (Du Plessis P. &., 2003)
On the other hand, Belk (Belk, 1975) classified these influences into two broad categories there are situational factors and non-situational factors, based on “ a revised stimulus-organism-response paradigm’. Situational factors are those genral and common characteristics that can find in an individual or objects, such as personality traits, gender, age, ethinicity for individual ; while brand image, product or service quality, specification for objects. Furthermore, Belk (Belk, 1975) also refer situational factors to “ all those factors particular to a time and place of observation which do not follow from knowledge of personal and stimulus attributes and which have a demonstrable and systematic effect on curren behavior”. In another words, situational factors are factors that uncontrollable , as in physical surroundings, social surroundings and etc.
Based on same previoous research on factors affect purchase decision, different reearchers have different focus on different factors. The table belows shows the recent research that done earlier, which location are...