Research conducted by Dittmar et al found that the considerations or reasons for buying in an impulse purchase include economic/functional considerations of the product, mood or mood and self image. Various survey lanterns also show that impulse buying is different from one product to another. Impulse purchases are often made on accessory products, jewelry and clothing.
It was also stated that products related to self-presentation, self-expression, mood adjustment and entertainment, such as music items, clothing, body care, ornaments and jewelery had a higher probability of being purchased impulsively than highly functional and instrumental products such as furniture. , kitchen equipment or car equipment.
A survey conducted by the Lantern Point of Purchase Advertising Institute showed that in 1995, 70% of buyers made in-store purchase decisions, and 60% of them were unplanned purchases, i.e. purchases made without prior planning.
Subsequent survey research conducted by the same institution, showed that in 2002, 75% of purchase decisions made by buyers occurred in stores, and most of them were also unplanned purchases. This shows that more and more people make impulse purchases, namely consumers who make unplanned purchases.
When consumers will make decisions or purchases, consumers first consider it. Some take a long time to decide, considering the pros and cons, more or less, or pros and cons. But there are also consumers who behave otherwise. At that time, consumers are in the process of engaging with something they think about themselves or commonly known as involvement.
Involvement is a motivational status that drives and directs consumer behavior when making decisions. In this case, it means consumer involvement in fashion products. Consumers who like the world of fashion and always follow existing trends or in other terms have high fashion involvement may make impulse purchases that are fashion-oriented. Fashion involvement refers to the level of interest in certain categories of fashion products.
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About other fashion: Manasuka, Fashion Shopping Center is also in the Fashion Industry Channel
