Phoebe R. Apeagyei in her article “The Impact of Image on Emerging Consumers of Fashion”

(2006) evaluates the impact of image on the consumer segment and discloses links between

various factors such as attitudes, self consciousness, body image, etc. In this study conducted it

was known that a number of women select those clothes in which they look slimmer and men

also admits that they choose fitted t-shirts that shoes their toned physique and reveals their

chiseled look. In both cases these were linked to fashionable celebrities with strong aesthetic

sense and claims that they had the ‘ideal’ image. Many disclose that they want to be considered

fashionable and often bought current fashion followed by the celebrities and fashion leaders. It

was also known that the retailers can increase competitiveness and even gain store patronage by

closely targeting and fulfilling their customers’ needs.

AZEVEDO, S.G., PEREIRA M., FERREIRA, J. and PEDROSA, V. in their article

“Consumer buying behavior in fashion retailing: Empirical evidences” (2007) did research

on consumers buying behavior and a scientific study of the processes was conducted in which

consumers used to select, secure and dispose of products and services to satisfy their needs.

Firms can satisfy the needs of the consumers only when they will understand them. The paper

also studies the gender differences in consumer buying behavior of a Portuguese population and

for this a survey was conducted across Portugal and it was found out that the there exists a

difference between women and men especially in terms of the products they buy, the place from

where they buy, the time when they buy and the tactics used in taking a buying decision.

Ann Petermans*, Koenraad Van Cleempoel*, Erik Nuyts* and Jan Vanrie* . in their article

“Measuring emotions in customer experiences in retail store environments” (2007) aims to

investigate the applicability of two verbal and one visual self-report emotion measurement

instrument for measuring emotions in customer experiences in retail stores. Since economy and

marketing are shifting from goods to service, creating memorable customer experiences in retail

store environments has become a valuable differentiation strategy. While customer experiences

receive more attention in literature, knowledge regarding how to induce these experiences often

lacks empirical support. As it is known that environment has the ability to change consumer

emotions and affects consumer responses, various trials have been made to capture the mediating

role of emotions on consumer responses in the retail store.

Preeta H. Vyas. in his article “Sales Promotion Practices in Apparel Retail Sector and

Challenges Ahead” (November 2007) investigates sales promotion activities of six apparel

stores in Ahmadabad market and compares them on the basis of different attributes. It showcases

the major findings and provides insights on consumer behavior. Lifestyle, for instance, has a

loyalty program me called `The Inner Circle', while Pantaloons offers a `Green Card' Rewards

program me, Westside has `Club West' to woo the customers. Various managerial challenges are

posed in planning and implementing such activities.

Kwok Keung Tam in his article “Effect of Brand Image on Consumer

Purchasing Behavior on Clothing: Comparison between China and the UK’s Consumers”

(2007) examines the factors which contribute to brand equity in the clothing industry, comparing

the consumer behavior between the British and Chinese respondents based on the four respects

of brand equity including brand awareness, brand loyalty, perceived quality and lastly brand

association. The findings suggested that Chinese tend to have negative perceptions towards the

quality of clothes produced in their own country. Having known that China has no influential

clothing brands around the world, it is important that Chinese factory owners together with

marketers should join hands to have better control over the clothes quality. In the UK, clothing

brands are much better developed than its China counterparts. Thus, more emphasis should be

placed on the marketing strategies such as rewarding customer loyalty with a view to enhance

the sustainable development of the clothing brands.

Ji Xiaofen ,Zhang Yiling in their article “The Impacts of Online Word-of-mouth on

Consumer’s Buying Intention on Apparel: An Empirical Study” (May 2009) established a

model that the massage impressions of online WOM and opinion leaders have influence on the

consumer’s buying habits for the apparels which is also proved with the help of questionnaires of

network consumers. It has also been found out that the massage impression of online WOM and

the comments of the leaders will have much influence on consumer’s willingness of buying

clothes; the information of online WOM influences its receiver’s attitude towards brand and

consumer’s willingness of buying clothes positively in the end.

Gopal Das and Dr. Rohit Vishal Kumar in their article “Impact of Sales Promotion on Buyers Behavior: An Empirical Study of Indian Retail Customers” (June 2009) tries to find out the impact of retail sales promotion on consumer’s buying behavior. In the Global Context the consumer has become the king and has his own autonomous power. He enjoys freedom and is in a position to influence the marketer regarding the price, quality, quantity and after sale services. As a result, the “sellers markets” has obviously been turned into “buyers markets”. As a result, the competition among the players was becoming more and more tough. As we all know that the Indian consumers are price sensitive and the competitors at each level tries to attract more customers towards their products using different sales promotional activities.

GULMEZ Mustafa, KARACA Sukran and KITAPCI Olgun in their article “The effects of outdoor advertisements on consumers: A case study” (August, 2010) studies the different characteristics of outdoor advertisements in comparison to other modes of advertising. The result shows that the audiences have a positive response towards outdoor advertisements. According to them outdoor advertisements are more eye-catching and creative as compared to other advertisements. Respondents also stated that outdoor advertisements contribute to the cityscape and they do not pollute the environment. However, popularity of outdoor advertisement amongst some people is relatively low. So it can be concluded that outdoor advertisements amongst the consumers with higher educational and income levels are becoming striking and their visibility is increasing.

WANG, T. Y. in his article “Consumer Behavior Characteristics in Fast Fashion” (august

2010) studies the applicability of general consumer behavior theories to fast fashion consumer

behavior. The analyses are based on combination and comparison of conventional consumer

behavior theories conducted in Sweden, and brands studies on H&M, Zara, etc. The main results

from the analyses are respectively obtained in 3 main terms: Decision making process and

involvement of consumers, study of individual differences and Group influences on the

consumers. These aspects try to cover the main topics according to general consumer behavior

theories.

Elias G. Rizkallah and Andrew Truong designed the article “Consumptive Behavior, Promotional Preferences, And Shopping Patterns of Hispanic Americans: An Empirical Perspective” (April 2010) to enhance understanding about Hispanic Americans a survey has been done in which the adult Americans were interviewed in the Inland Empire area of Southern California. The data so collected was analyzed and the findings are reported and after a detailed discussion some marketing tactics were recommended for further improvements. The authors also recommended the application of a theoretical marketing framework which matches the nature of the Hispanics' market as well as its dynamics so as to develop winning strategies and guidelines for marketers who are interested in this vital market segment.

Archana Kumar (2010) in her article employed the Stimulus Organism Response model.

Along with the traditional store atmospheric stimuli of social, design and ambient cues,

merchandise cues are also introduces as a stimulus within the single-brand apparel retail store.

This study also incorporated both cognitive and affective evaluations as consumer’s internal

states and also introduced the concept of store as a brand which was evaluated to identify

whether consumers considered the single-brand apparel retail store and the merchandise carried

by the store to be a single holistic entity. The results say that consumers do not perceive that the

merchandise at single-brand apparel retailers is not different from each other.

Maarit Mesiniemi & Karolina Mäki-Rahko in their article “Ethics and

consumer behavior in clothing industry” (2011) included 3 parts that are linked together

which includes theory of ethics, theory of consumer behavior and the study. The theory parts

explain the concepts of ethics and consumer behavior from the point of view of Europeans. The

ethics theory deals with the different business operations which affect the ethical image and may

create a competitive advantage. The consumer behavior theory describes the European consumer

and the values, attitudes and needs. The conclusion is that only 50% of the consumers say that

the ethical image of a company affects their buying behavior. If the companies would start

investing more in promoting their ethical image, it will have a positive impact in consumers’

behavior and increase the number of consumers who are affected by the ethical image of a

company

Syuhaily Osman Benjamin Chan Yin FahYeoh Sok Foon in their paper “Simulation of Sales Promotions towards Buying Behavior

among University Students” (June 2011) examines the impact of sales promotion on consumer

buying behavior among university students and the results showed that free samples and buy-

one-get-one-free promotional techniques works best among the university students. This would

help marketers to understand the types of promotion that significantly influence buying behavior

of the respondents. Hence, this could help marketers to have a competitive advantage and

maximize gains.

Namita Rajput, Subodh Kesharwani and Akanksha Khanna (April 2012) in their article analyze the significance of demographic profile of consumers affecting the purchase decision of branded garments and to observe from gender perspective the consumer awareness about different apparel brands available in the Indian market and also to find out whether there is a significant difference in total expenditure on branded apparels done by males and females. They study the relationship between consumers’ decision-making styles and their choice between domestic and imported brand clothing is investigated using a sample of Indian consumers. The results exhibits that there is no significant difference in the shopping frequency, shopping expenditure and brand awareness between males and females.

Sandra Mittica designed the article “Changes in consumer behavior and their effect on

the luxury accessory business” (2012) to find out the effect on sales of luxury branded

accessories due to frequent changes in consumer buying behavior. The aim of the research was to

determine whether the perception of consumers about the luxury goods has depreciated due to

changes in consumer behavior and whether luxury accessories have become more available on

the market and whether this fact makes the brands less luxurious than before. The changes in the

factors such as cultural homogenization, e-tail and celebrity branding communication, social

networking, mass consumption, globalization and the recession of 2007 have had an effect on

consumer behavior.

NIAZI, G.S.K., SHAHI, J.S.B.A. and HUNJRA, A.I. in their article “Effective Advertising and

its Influence on Consumer Buying Behavior” (March 2012) examines the relationship between

environmental and emotional response (independent variables) with consumer buying behavior

(dependent variable). This research investigates the relationship between the variables by taking

the twin cities of Pakistan. Findings show the moderate relationship between the variables. It

shows that consumer purchase those brands from which they are emotionally attached.

Garima Malik* and Ch Abhinav Guptha** their article “Impact of Promotional

Campaigns Featuring Kids on the Purchase Behavior of Customers” (2013) says that Indian

consumers have a high degree of family orientation. Brands that support family values are easily

accepted in the market since family values are far more important than values of ambition and

achievement. The acceptance rate of advertisements which communicate family values is very

high among Indian consumers. It is not difficult to guess as to why companies are increasingly

using kids for promoting their products. The study explores the impact of kids' endorsement on

the purchase behavior of the consumers. Results revealed that a majority of the respondents

agreed that children don’t influence the purchase decisions & there is no relation between marital

status and influence of children on the purchase decision of respondents & respondents who are

married and unmarried are more or less equally influenced by the advertisements endorsed by

kids