Customer Intentions In Buying A Premium Product Industry Marketing Essay

Organic food consumption between customers is getting famous these days. The approach has appeared in present’s modern world as a result of the raised in knowledge of the significance to sustain a healthy lifestyle by consuming foods without insecure additives, preservatives, flavor as well as coloring. Organic food is manufactured without utilizing mainly conventional pesticides; fertilizers prepared through artificial items or sewage sludge; bioengineering; or ionizing radiation, consequently supports the healthy food attributes. Though, found on the analysis of literatures, there were a number of discrepancies in the earlier research findings. In terms of perceived value towards organic food product, the majority of the research found positive as well as not less also ascertained negative outcome primarily because of the lack of some special value in the eyes of customers. For example, high in cost, not value for money, satisfied through the presented conventional food, uncertainties on the product warranty as well as ambiguous assertions of the organic status. The research plans to recognize the perceived value factor as well as its impact towards the consumers’ intention in buying a premium product in the food industry.

Our way of life has modified in such fast paced world as contrasted to some decades ago. Nowadays, more and more persons are caught up in a continuous cycle of purchasing as well as throwing away, observing consumption as a means of self-fulfillment. Consumption is the basis why anything is manufactured. Demand towards products is directed by handiness moreover habit that in returned is difficult to change. In fact customers has slight information of the link among their consumption preferences as well as the environmentally outcomes. Malaysia which is at the intermediary phase of expansion is dealing with incredible challenge in ensuring sustainable growth. According to Aini M.S (2003), “Solid domestic waste is one of the key environmental setbacks facing by the municipalities in the country principally inside the urban area”.

“The increase of the environmental awareness has had a thoughtful result on customer behavior, with the green product market developing at an outstanding rate”, (Bhaskaran et.al, 2006). Consequently, in the ancient times there have been an enhanced of production as well as consumption of organically-manufactured products which is seen as having fewer effect to the environment. Within December 2000, the National Organic Standards Board of the United States Department of Agriculture (USDA) created a national standard for the word "organic." Organic food, described by how it cannot be prepared rather than how it can be prepared, should be manufactured without the utilization of sewer-sludge fertilizers, mainly synthetic fertilizers as well as pesticides, genetic engineering (biotechnology), growth hormones, irradiation as well as antibiotics. Various ranges of agricultural products can be manufactured organically, including produce, grains, meat, dairy, eggs, as well as processed food products. "Organic" does not indicate "natural." There is no legal description as to what represents a "natural" food. Though, the food industry applies the word "natural" to point out that a food has been simply processed furthermore is preservative-free. Natural foods can contain organic foods; however not the entire natural foods are organic.

Apprehensions associated to the atmosphere are evident in the increasingly environmentally aware market place. “Over the years a greater part of customers have understand that their buying attitude has a straight impact on numerous ecological troubles”, (Laroche, 1996). The expansion of organic agriculture is observed as element of the rising marketing trends where customers demand to identify what advantages a food could bring before crafting a buying intention. Even though the demand for organic food is yet optimistic, there are symbols so as to markets are growing as well as expansion rates over the some preceding years reduced to lower 10% (Firth et.al, 2004). With respect to growth potential of customer demand as well as its limits various researchers have recognized furthermore leveled motivations for purchasing organic products moreover have usually demonstrated an optimistic image of powerful demand. Person that buy organic food has been categorized within four groups respectively (Anne Davis, Albert J.Titterington and Clive Cochrane, 1995): greens; person that are affected with the atmosphere, food phobic; individuals that concerned regarding chemical residues within food, humanists; individuals that are preoccupied with factory farming processes as well as hedonists; individuals that consider so as to a premium products should be good as well as significantly taste good.

The customers identified that organic food has the value as well as advantages and therefore they are ready to pay extra for the cost. Hutchins as well as Greenhalgh (1997) noted that about half of the customers of their sample were ready to pay extra for organic foods, the greater part of them reaching levels of 10-20%. Meier-Ploeger as well as Woodward (1999) stated that 52% of the German customers of their sample were ready to pay extra for organic fruits as well as vegetables, 34% for animal products as well as 39% for grain products. Canavari et al. (2003) stated that the intended premium price for organic peaches as well as apples was accepted by 65.8% of the Italian respondents of their survey. In the same way, Gil et al. (2000) said that actual Spanish organic customers were ready to pay a premium of 15-25% for organic food.

This research tried to expand understanding related to customer intention towards organic food product utilization moreover to perceive whether there is any potential such might have for changing their attitude. The underlying principle for carrying out such project is that no chances of any products to be well acknowledged moreover no conservation program could be booming if there is not sufficient support presented from the public, on the other hand good it may be. In brief, consideration for the atmosphere could come only from knowledgeable public who are aware of, as well as entirely committed to their rights to a quality health as well as atmosphere. On the other hand, before any attitude can be transformed, it is essential to calculate the present condition of customer understanding as well as awareness. Consequently customer’s behavior, intention towards organic food products, eagerness to compensate for organic food product as well as intention to buy organic food will be the key outline of the study.

The objective of this research is usually to realize the behavior of local customers on their intention towards purchasing organic food product. Such customers are amongst those that have finished their buying in conjunction with organic product, customer that never buy any organic product moreover those that are in longer time offered themselves as an organic food purchasers as well as customers. Particularly the study is attempting:

To increase understanding about customer behavior towards organic food product

To scrutinize the causes which may effects the intention of purchasing organic food product

To discover factors which might affect buying intention of organic food between customers

The basic purpose was to better recognize customer motivations for purchasing organic food products in order that organic manufacturers could build up further valuable strategic marketing planning.

Research associated to customer behaviors as well as preferences for organic products is extremely undetectable (Chinnici et al.,2002). Outcomes of researches assured that customers have optimistic bevaiors towards organic products where one of the mainly widespread stated cause for buying organic products was it is recognized as healthier as compared to conventional substitutes (Chinnici et al., 2002; Harper and Makatouni, 2002). In previous research the majority respondents are illustrated as white, female, professional as well as younger (Harris, 2000), though such traits cannot be used across the entire studies because the reactions towards organic food products alters in relation to countries environment, stage of awareness, product accessibility as well as attitude transforms. Customer behaviors to organic food have as well been discovered in a little amount of qualitative studies (Nielsen at al., 1998; Torjusen et al., 2001). Customers do not all the time purchase sustainable products as effects of environmental alarms or to advantage the community or because of personal faiths however mostly to grant precedence to health, to be an element of the societal group, to differentiate from various furthermore to realize the requirement to test latest technologies (Vermeir and Verbeke, 2004).

While near the beginning of 1965, customer’s perceptions towards pesticide utilization in farms were discovered (Bearler and Willits, 1968; Sachs et al., 1987). Methods applied to investigate such topics have been differed, comprised mail as well as phone surveys. In proportion to the research, there are amount of causes so as to customer decide to buy organic food products, in addition to several barriers. Causes of purchasing could be assembled according to common as well as commodity-specific concerns (Yiridoe et al. 2005). Instance of concern comprises food safety, human health, environmental effect, while commodity characteristics contained taste, freshness as well as packaging (Yiridoe et al., 2005). Surveys have recognized further positive characteristics so as to customer relate with organic food products that comprise advanced taste (Davies, 1995), they are good for atmosphere (Lea and Worsley, 2005), as well as they are enhanced for animals (Goldman and Clancy, 1991).

Do you expect to consume organic food?

Do you would like to buy organic food products?

Do you plan to consume organic food?

What are you intentions when buying premium organic products?

Do you try to consume organic food for long term health benefits?

Are you satisfied with the organic products?

Does your family prefer halal products?

Do you believe that organic products have more freshness?

Do you believe that Organic products have superior quality?

Do you believe that Organic foods are natural food products?

Do you believe that Organic products are tastier?

Are you intend to buy organic food produce within the subsequently fortnight?

Do you think that Organic food has more nutritional value than conventional food?

Are you really worried about food safety because of your concerns with animal diseases for instance bird flu, influenza H1N1?

Quality and safety of meat nowadays concerns you?

Do you think it is important to know well how to eat healthily?

Do you prepared to leave a lot to eat as healthily as possible?

Are you alert to changes in health?

Do you take responsibility for the state of your own health?

Do you consider yourself very health conscious?

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Consumers Whole Buying Process Marketing Essay

 

As an astute marketer, it takes responsibilities to consider consumers whole buying process rather than just the purchase decision, due toloyal consumers represent the company assets. These studies indicate the important factors for marketer to understand each stages of consumer decision making process in order to compete in the intensive market and gain competitive advantage (Sousa et al., 2010).Thus, firms are able to generate more cash flows and consumers repetition.Besides, marketer should understand the consumer’s characteristic that will shape consumer behavior.

In need recognition stage, consumers may realise that its current mobile phone unable to access internet and plan to purchase for a new smart phones to satisfy internal needs. Thus, marketer should create consumers awareness regarding the benefits that its product can offer and how well it can offer compare to competitors.To stimulate market demand, marketer need to list out the products attributes, for example Third-I transform the ordinary surface into an interactive touch screen display and allow users to access internet at anytime, anywhere.

Consumers tend to acquire for solutions to their needs. Hence, information search can be categorized into two phase, internal or external search. To purchase high involvement products, consumers are more likely to conduct external search (Orth, 2005). To illustrate, the target market is focus on tech-savvy users, users from this segment normally involve heavily in the use of internet, so they may obtain information from websites. Thus, marketers can create an interactive website that allows consumers to connect with sales force to obtain pre-purchase information and ensure information accessible and visible for consumers who are actively seeking for information.

Consumers will consider variety of factors to make a decision before purchase. Consequently, they will consider in terms of pricing, brand reputation, product features, or even compare the benefits offer by competitors. Therefore, marketer should position its products against competitors byorganizing special events or road show to attract crowdandstrongly stress its products benefitsor distribute brochure to reach potential customers.Besides this, marketer can also allow consumers to test use the real product during the events, so consumers are familiar on the product features and more confidentto make a purchase.

Consumers may have desire or intention to purchase after conduct evaluation. Therefore, consumers will consider where to purchase the products, methodof payment or any discount or free gift provided. So, marketer must understandthe consumers need and be aggressive to satisfy thoseneeds. In the hope of securing sales, marketer must clearly identify where to purchase Third-I and either cash or credit card can be accepted in order to make payment. Besides this, to grab consumer’s attractiveness to purchase Third-I, an instant cash rebate and free gifts will offer tofirst 50 potential customers if they purchase the product during the particular events.

Once the consumers used the product for a period of time, they will start to evaluate their purchasing decision.If the product’s performance did not meet their expectation, consumers will experience in some level of discomfort, which is post purchase dissonance. Therefore, marketer must explore various marketing effort to try to prevent consumer’s remorse, otherwise consumers might tell everyone how bad the product was, as wordof mouth consider very important issues that mightruinthe brand image and reputation. In order to minimise cognitive dissonance and maximise consumer’s credibility, marketer might offer extend warranty to potential customer, along with the instruction user manual in a multilingual form or provide a 24 hours toll-free troubleshooting line for consumers to give feedback. In addition, after sales service is critical important, customers who satisfy will lead to repeat purchases in the future (Heitmann et al., 2007).

Reference group have a direct or indirect influence on a person’s attitude or behavior (Orth, 2005). If celebrities expose a new behavior or lifestyle towards particular stylish products, such as Third-I, this may create conformity for consumers to follow the celebrities act, therefore the greater group’s influence will have powerful force in creating consumers purchasing interest.

Family members have a strong influence on the consumer behavior.To purchase expensive products, husband and wife usually engage in the joint decision making. If a husband purchase Third-I and used it for period of time and recognize that Third-I have a good performance, the wife will normally consider to make a purchase.

Perception is the way by which individual selects, organizes and interprets information into a meaningful experience. Sometimes, customers might expose to Third-I advertisements in the billboards while driving on the road (Bergman, 2006) or being attract by the selective attention such as Third-I slogan, “Your Brand New Digital Era” in the radio advertisement. So, the present of advertisements is the way to get public attention.

Motivation is an inner drive that stimulates need and buyerseeksfor solutions to satisfy, whereas it need to have intense aroused or stimulation before it comes into a motive. Through the purchase of products, it is the drive to satisfy needs and wants. To illustrate, psychological factors motivate customers to purchase smart phones to satisfy acquired needs such as status or ego needs. Therefore, consumers will be motivated to purchase Third-I because they feel keep pace with the tide species by using Third-I.

Lifestyle refers to pattern of living and it can be analysed through purchasing behaviors, demographics, activities, interests and opinions (AIOs). Consumers with tech-savvy behavior normally sensitive towards the advance technological change and they may consider themselves as early adopters and to be on the leading edge in the advanced society. Ultimately, the invention of Third-I is to keep pace with the technology era and aims to be more seamlessly integrate online information and technology into daily life.

Consumer behavior strongly influence by the buyer’s decision making process and buyer’s characteristics. Most of these factors hardly to control by the marketers, thus marketers should identify and keen understanding toward the consumers’ needs and wants.

Nowadays, customers are more knowledgeable, more demanding and more discerning. Some customers response to purchase products based on feeling, emotions or focus on making the wisest economic decision. Therefore it is critical important for marketers to understand what compels the customer to make actual purchase. By understanding the various elements that stimulate customers purchase activity, it definitely helps marketers to design an appropriate marketing strategy for each target market.

(1100 words)

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Co Relationship Between Fast Fashion And Impulse Buying Marketing Essay

“Fast fashion” is a term that represents the strategies which retailers adopt to respond to the current and emerging trend promptly effectively in current merchandising assortment (Fernie et al., 2004). Fast fashion is becoming more popular in all around the world. Famous fast fashion companies like Zara, H&M, mango and Top Shop are expanding worldwide. The European largest fast fashion retailer, Zara, which have 1483 stores in different countries, is going to open its eighth branches in Hong Kong on January, 2011.

Referring to the case of Zara, its success is mainly contributed by the latest designs and flexible supply chain that support by sophisticated IT systems. Merchandise appear and disappear in the stores in a fast pace. People visit the stores more often to search for new items change in merchandise, store display and the return policies motivate people to purchase even they did not plan for and this regard as impulse buying.

Impulse buying creates a substantial volume every year across a broad range of product categories (Bellenger et al., 1978; Cobb and Hoyer, 1986; Han et al., 1991; Kollat and Willet, 1967; Rook and Fisher, 1995; Weinberg and Gottwald, 1982). Rook and Fisher review the research papers in the last few decades and the studies show that 90 percent of people make impulse purchase occasionally (Welles, 1986). This is the reason to study more in depth for the impulse buying behavior especially in the fast fashion industry.

The theoretical framework that suggested by that are provided by a number of researchers for examining impulse buying related to psychological variables (e.g. personality, self regulation), hedonic experiences (e.g. shopping enjoyment, emotional state, mood) and situational variables (e.g. available time, money) in a shopping context (Beatty and Ferrell, 1998; Burroughs, 1996; Rook and Fisher, 1995). Researchers find that impulse buying mainly fulfills the hedonic needs for fun, social interaction and gratification (Hausman, 2000; Piron, 1991).

To study about fashion-oriented impulse buying behavior, fashion involvement is an important element. As fast fashion industry is focusing on fashion trend, studying it helps us to have more understanding on how fashion involvement and other variables affect consumers’ impulse buying behavior. Since apparel is a kind of sensory experimental product (Park, Kim and Forney 2005), the interaction with consumers’ hedonic or emotional experience in the market environment decide if consumers would pay for the product or not.

In this study, a model of studying the relationship between impulse buying behavior in fast fashion industry and fashion involvement, hedonic consumption tendency and positive emotion will be used. The result will be suitable as the reference to develop marketing strategies in the fashion retailing industry.

Chapter 2 Literature Review

2.1 Fast fashion industry

Fast fashion is an revolution in the recent decades. Many famous retailers like H&M. Zara. Benetton and topshop is now using a strategy called fast fashion. Fast fashion is know as retail strategies that allows fashion retailers to bring in merchandising assortment which is trendy and affordable to the market in a fast and efficient way. Fast fashion has changed the designer push model to the opportunity pull approach. The market is the one which decide what to produce and the retailers have to respond to it within a few weeks unlike the industry average of six months (Sull and Turconi, 2008).

Fast fashion can help retailers to avoid markdown. It is also expanding faster than the industry as a whole. And even capture the market share from the traditional competitors. The sales and profit is growing more than 20 per cent each year. The market share is increasing from none in 1980 to over 20 per cent in Spain an d 5-10 per cent in United Kingdom, Germany and France. The profit marg8ins of fast fashion leaders is averaging at 16 per cent comparing with 7 per cent of the traditional apparel retailers.

2.1.1 Industry leaders

2.1.1.1 Benetton

Benetton is the one who first started to offer different colours of merchandise according to different places. It also priced it items below its competitor with the similar quality. Since it integrated production with retailing, it makes dyeing to a later stage so that it can respond to the customers demand for desirable colours. It franchised a lot of stores after its first store opened in 1968. By the end of 1995, Benetton have 8000 stores in 110 countries. However, Benetton suffer from sales stagnate and profitability plummet in the following decade, it cut many retail stores and re-engineer its supply chain.

2.1.1.2 Zara

Zara is founded in 1975 which aimed at producing clothing in latest fashion with medium quality and reasonable price. 80 per cent of it merchandise is the fast fashion apparel and the remaining is the basic lines. It was first a regional player with most stores located in Spain. There are several features that help Zara to respond to the rapidly changing market demand; they include vertical integration design, just-in-time manufacturing, delivery and sales, flexible structure, low inventory rule, quick response policy and sophisticated information technology (Castellano, 1993, 2002).

The two key factors of Zara’s business model is adapting to the market demand by using the store as an information source while delivering unique service to the customers.

The retail stores of Zara are not only acting as a point of sale but also the starting point of the business system (Lopez and Fan, 2009). Zara’s designers would travel around fashion cities and collect the information by observing people on the streets, browsing publication and visiting the places which their target customers usually going (Fabrega, 2004). The store managers of each retail store would also collect feedback from the customers and report the customers demand and the sales trend to the headquarter everyday. The design team will then use the batch of information to create new merchandise or make amendment of existing merchandise (Martinez, 1997). This is how they build situation awareness in first step by absorbing real time data in multiple sources (Lopez and Fan, 2009). The price of the merchandise is decided using the market-based pricing strategy to see how much the buyers are willing to pay. The target price and profit margin which the management wants to achieve are then used to set the cost of raw material, production and suppliers (Bonache and Cervino, 1996; Mazaira et al, 2003). New staff of Zara is having on job training of meeting the service standard. Senior sales assistants are responsible to teach the new staff about company policy and daily operation. The quality of the service and store environment including temperature, music and display of merchandise are accessed by using mystery shoppers (Monllor, 2001)

2.1.1.3 H&M

H&M is founded in 1947 is Sweden which aims to offer fashion and quality clothing at the best price. It is focusing on the price of products, convenience of store location, flexibility in production and promotion by celebrity. Collaboration with Madonna has drawn much attention when it first launch in Hong Kong. Recently, the collaboration with Lavin also creates noise from publics as all the products are sold within one morning. Unlike Zara, H&M embrace promotion rather than store layout and window display.

H&M is more internationalized compare with its competitors. 90 per cent of its turnover is from overseas in 2005 (Lopez and Fan, 2009). To keep its fast fashion buying cycle, the production of H&M is outsourced to 700 suppliers

2.1.1.4 Gap, Inc.

Gap, Inc. is established in San Francisco in 1969. It is a local player with over 3000 stores in five countries including the USA, Canada, the UK, France and Japan. The production of Gap, Inc. is outsourced to 1100 suppliers with it control over the design, distribution and sales. Brand development is used in expansion, some new brand names are formed due to new markets found during expansion, examples are Banana Republic, Old Navy Forth and Towne.

2.1.2 Successful factors of fast fashion

2.1.2.1 Timing factors

In the fast fashion industry, the time from designing clothing to putting the finished product into store should be as fast as possible. Distance is controlling the speed of production. Therefore, retailers start to move their production plant from China to Eastern Europe, India and Turkey which have the shipping time more than two weeks faster (Financial Times, 2005a, b, c, d, e, f). There is also a trend of increasing the numbers of “seasons” and this make the shipping time of suppliers increased (Mintel, 2002a, b) Except the production cycle, the development cycle is also shortened to make the whole process more efficient (Birtwistle et al, 2003).

2.1.2.2 Cost factors

Cost is the greatest concern in making the buying decision. Companies are having cost advantage by producing their products from developing countries like China, Turkey, Portugal and Far East. (Vinhas Da Silva et al, 2002). Since China has joined the World Trade Organization and many countries have removed the trade quotas, companies are now enjoying the advantage of low-cost overseas manufacturer. However, due to the speedy characteristic of fast fashion, it is a question of how to balance the cost of production and the time of producing a product. Calculation of cost in overseas sourcing should also include the cost of losing sales because of long lead-time (Mattila et al, 2002).

2.1.2.3 Fashion buying cycle

The buying cycle of fast fashion can be happened very ad hoc due to the changing market. Unlike the traditional buying cycle that happens a year before the product launches (Birtwistle et al, 2003), the fast fashion buying cycle is occurring every week (Kline and Wagner, 1994). The shorter buying cycle helps to reduce the percentage of mark down and stock out which harm the company’s profit. The new fashion buying cycle is stressed on the market demand rather that the forecast base on previous data. This requires a close supplier-retailer relationship (Birtwistle et al, 2003). By using the quick response strategy, company can has the accuracy of forecasting sales up to 95 per cent (Mattila et al, 2002).

2.2 Impulse buying behavior

Impulse buying is a kind of unplanned buying which is sudden, compelling and hedonically complex (Bayley and Nancarrow, 1998). Though impulse buying may leads to emotional conflicts sometimes, number of researches show that consumers do not regard impulse buying as wrong but a favorable evaluation instead (Dittmar et al, 1996; Hausman, 2000; Rook, 1987). Ko (1993) even states that impulse buying behavior can be a reasonable planned behavior in the means of objective evaluation and emotional preference in shopping. Refer to the research of Han et al (1991), there are four types of impulse buying which are planned impulse buying, reminded impulse buying, fashion-oriented impulse buying and pure impulse buying.

Fashion-oriented impulse buying is defined as an innovative design or style that creates the awareness or affects perception of fashionability (Han et al, 1991). It occurs when consumers are motivated by suggestions to buy a new product (Han et al, 1991). Fashion oriented impulse buying happens more often on people with high fashion involvement. The emotional factors like satisfaction during shopping and positive feelings count heavily in fashion-oriented impulse buying.

2.2.1 Fashion involvement

Fashion involvement represents the degree of interest with fashion products. The degree of involvement motivationally state the interest aroused by a particular stimulus or situation (O’Cass, 2004). It can also be seen as the interaction between consumers and fashion products.

Fashion involvement can be classified in five dimensions; they are fashion innovativeness, fashion interpersonal communication, fashion interest, fashion knowledgeability and fashion awareness (Tigert, Ring and King 1976). In a later research by O’Cass (2000, 2004), he found that personal characteristic and fashion knowledge is strongly related to fashion clothing involvement and influence the confidence of consumer to make the buying decision. There are papers showing that a the degree of fashion involvement is positively related to purchasing apparel hence making fashion-oriented impulse buying (Fairhurst et al, 1989, Seo et al, 2001)

2.2.2 Emotional factors.

Emotion and mood are affecting the decision making and it is also changed by the decision made on the other hand. Consumers are being uplifted and energized after having shopping as shown in many previous researches (Bayley and Nancarrow, 1998; Dittmar et al, 1996; Cobb and Hoyer, 1986; Rook, 1987).

Emotion is one of the main factors that control our action hence buying behavior (Beatty and Ferrel; 1998, Hausman, 2000; Rook and Gardner, 1993; Youn and Faber, 2000). With a higher level of positive emotion, consumers will be more likely to have a speedy and less complex decision making process (Isen, 1984). The positive emotion can be formed by the pre-exist mood before shopping, cheerful personal characteristics, social interaction, store environment and promotion or sales. These things can come up with a freely mood, a desire to reward their own and an elevated level of energy (Rook and Gardner, 1993). The emotion can vary when consumers are shopping in the store and this affects not only the money they spend but also their perception of quality and value of the products and even the brand (Babin and Babin, 2001).

2.2.3 Hedonic desires

Impulse buying can fulfill a number of hedonic needs like the needs for fun, novelty and surprise (Hausman, 2000; Piron 1991; Rook 1987). The satisfaction in hedonic needs can be come from the happiness gain in wearing the apparel (Hirschman and Holbrook, 1982) and the enjoyment of bargaining (Sherry, 1990). Instead of the demand of the product itself, the whole shopping experience is more important in generating hedonic feelings and encourage consumer to purchase the product.

Hedonic needs can also be the higher level of needs like the needs for self-esteem and self-actualization (Hausman, 2000). These needs are effectuated in a way of showing the fashion consciousness (Hausman, 2000). The up and coming fashion styles and favorable brand image that result in hedonic shopping experience and motivate fashion-oriented impulse buying (Goldsmith and Emmert, 1991).

As impulse buying can satisfy the hedonic desires that connected with hedonic consumption (Hausman, 2000; Piron 1991; Rook 1987), consumers are more easily to encounter impulse buying when they are motivated by those hedonic desires.

Chapter 3 Methodology

There will be a number of hypotheses listed and being tested in this research by developing and administering a questionnaire. A convenience sample will be used in testing the hypotheses. The data will be then generated by the SPSS and finally reach the result of the hypotheses being tested.

3.1 Research model and hypotheses

H1. Fashion involvement has a positive effect on fashion-oriented impulse buying of fast fashion

H2. Positive emotion has a positive effect on fashion-oriented impulse buying of fast fashion

H3. Satisfaction of hedonic desires has a positive effect on fashion-oriented impulse buying of fast fashion

H4.

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