Ms. Kavisha Gosar, Academic Scholar, Department of Fashion Management Studies, national Institute of Fashion Technology, Daman Campus.
Dr Vidhu Sekhar P, PhD, Assistant Professor, Department of Fashion Management Studies, national Institute of Fashion Technology, Daman Campus.
Introduction
Consumer behaviour is to the study of how individuals or groups make decisions regarding the purchase, use, and disposal of products and services. It is influenced by a wide range of factors, including psychological, social, cultural, economic, and personal elements. This study explores the consumer research on Arrow Brand in terms of motivation, perception, attitude, and group influence.
Key Words
Marketing Strategies, Psychological Factors, Social Influence, Brand Loyalty, Emotional Engagement, Sustainable Fashion and Behavioural Insights
Objectives
- To understand the consumer behaviour in terms of motivation.
- To understand the consumer behaviour in terms of perception.
- To understand the consumer behaviour in terms of attitude.
- To understand the consumer behaviour in terms of group influence.
Influence of perception in consumer behaviour
In consumer behaviour, perception refers to the process by which individuals select, organize, and interpret sensory information to form a meaningful understanding of a product or service. It influences how consumers view a brand, make purchasing decisions, and respond to marketing messages.
H, G. A., (2024). Branding significantly influences consumer behaviour by shaping preferences and attitudes. Effective branding strategies can harness perception to steer consumer behaviour favourably, as seen in the study of branding’s impact on consumer decision-making processes. Sharma, (2023). Emotional connections between consumers and brand image play a crucial role in influencing purchasing decisions. This emotional bond can enhance brand loyalty and consumer engagement.
Drzewiecka & Allan, (2024). Behavioural insights and marketing techniques are pivotal in influencing consumer perceptions. Emotional factors, cognitive biases, and social influences are utilized in marketing strategies to resonate with target audiences. The integration of AI technology in marketing allows for targeted consumer engagement based on behavioural data, potentially transforming market research and consumer interaction. Bhatia & Sisodia, (2023). Sustainability is increasingly influencing consumer perceptions in the fashion industry. Research indicates that sustainable brands are perceived more favourably regarding reliability and quality Arrow’s commitment to sustainable practices could enhance its brand image and attract environmentally conscious consumers. Agdigos et al., (2022). While brand image and perceived value impact purchasing behavior, their effects may vary. Some consumers prioritize quality and affordability over brand prestige. Arrow should balance its brand image with the perceived value to appeal to a broader consumer base.
Influence of motivation in consumer behaviour
Motivation in consumer behaviour refers to the internal drive that prompts individuals to fulfil their needs and desires, influencing their purchasing decisions. It stems from psychological factors like goals, emotions, and perceptions, which determine the intensity and direction of their actions.
Selivanova et al., (2023). Conducting thorough market research allows Arrow to understand consumer preferences and adapt its offerings accordingly, enhancing competitiveness and market stability. Antonieta, Reyes, (2011). Theories such as Maslow’s hierarchy of needs and McClelland’s theory of needs provide frameworks for understanding consumer motivations that drive brand engagement.
To understand consumer motivation is crucial for businesses to drive brand engagement and inform marketing strategies. By recognizing the psychological factors that influence consumer behavior, companies like Arrow can tailor their offerings to meet customer needs, ultimately enhancing competitiveness and market stability. Theories such as Maslow’s hierarchy of needs and McClelland’s theory of needs provide valuable frameworks for businesses to navigate the complex landscape of consumer motivation.
Influence of attitude in consumer behaviour
In consumer behaviour, attitude refers to a consumer’s enduring evaluation, feelings, and tendencies toward a product, service, or brand, which influences their purchase decisions. It comprises three components: cognitive (beliefs), affective (emotions), and behavioural (actions). Quintana et al., (2022). Identifying internal motives helps brands tailor their marketing strategies to meet consumer needs effectively. Yu et al., (2024). The visual identity of a brand, including elements like logos and colours, significantly impacts consumer attitudes, influencing perceptions of quality and satisfaction. Hu, Ke, (2024). The narrative surrounding a brand, or its brand story, also enhances emotional engagement, leading to improved consumer attitudes.
Consumer attitudes play a strong role in shaping purchase decisions, and understanding their cognitive, affective, and behavioural components is essential for effective marketing strategies. By using visual identity elements, such as logos and colours, and crafting compelling brand narratives, businesses can significantly influence consumer attitudes, fostering emotional engagement, and ultimately driving brand loyalty and satisfaction.
Influence of group in consumer behaviour
Group behaviour in consumer behaviour refers to the influence of social groups, such as families, peers, or cultural communities, on individual purchasing decisions. It shapes preferences, values, and buying patterns as individuals often conform to group norms or seek acceptance within the group.
Wang et al., (2022). Consumer group communication enhances brand memory, particularly during product crises, indicating that group discussions can reinforce brand perceptions. The level of involvement within these groups can moderate the effectiveness of communication on brand memory, suggesting that more engaged consumers may have stronger brand associations. Patricia, Lui, (2018). In the digital age, online reviews serve as a modern form of group influence, where peers provide informational and value-expressive support for brand choices. The impact of reference groups extends to online platforms, where consumer decisions are increasingly shaped by peer feedback and brand trust.
Group behaviour significantly influences consumer purchasing decisions, shaping preferences, values, and buying patterns through social norms and acceptance. Effective group communication, including online reviews, reinforces brand perceptions and memory, particularly during product crises. As consumers increasingly engage with online platforms, the impact of reference groups extends to digital spaces, highlighting the importance of peer feedback and brand trust in shaping consumer choices.
Conclusion
Consumer behaviour is a multifaceted field influenced by various psychological, social, and personal factors, all of which play a pivotal role in shaping purchasing decisions. As evidenced by recent studies, perception, motivation, and attitudes are central to understanding in consumer actions. Branding, through its ability to influence perception, emotional connections, and brand loyalty, serves as a powerful tool for businesses aiming to drive consumer engagement and foster long-term relationships. Furthermore, understanding consumer motivations, whether through the lens of psychological theories or market research, allows companies to better align their offerings with consumer needs. Attitudes, shaped by visual identity, brand stories, and peer influence, also play a significant role in determining how consumers perceive and interact with brands. As these factors evolve in the digital age, integrating behavioural insights with advanced technologies such as AI can offer businesses new opportunities to engage with consumers more effectively, ensuring relevance in a competitive marketplace.
