A Comparative Analysis of the Buying Behaviour of Gen Y Women Purchasing Fast Fashion Versus Australian Designer Fashion – Case Study Example

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The paper "A Comparative Analysis of the Buying Behaviour of Gen Y Women Purchasing Fast Fashion Versus Australian Designer Fashion" is a wonderful example of a case study on sociology. Statistics   Brands Factors that attract customer at fast fashion brands and Australian What drives your interest to purchase Australian designer brands Do you shop at any of these Australian designer brands How often do you shop Australian designer brands What factors influence your decision to purchase fast fashion brands Fast fashion brands customer purchase from When purchasing fast fashion brands, how often do you go shopping on average which of the following do you visit more frequently N Valid 134 157 122 102 168 141 100 106   Missing 34 11 46 66 0 27 68 62 Mean 2.5896 2.4331 2.4754 1.8627 2.1488 2.2199 2.2900 1.3679                   Std. 1.41534 1.49046 1.59137 1.17767 1.22176 1.07632 1.34311 . 74738 Deviation                 Skewness . 534 . 896 . 096 1.348 . 728 . 631 1.111 1.232 Std.

Error of Skewness . 209 . 194 . 219 . 239 . 187 . 204 . 241 . 235 Range 4.00 5.00 5.00 5.00 5.00 5.00 6.00 3.00 Sum 347.00 382.00 302.00 190.00 361.00 313.00 229.00 145.00 The table above shows respondents of the survey to find out the gene y There were 134 who responded to the first question about the factors attract consumers to buy at fast fashion brands and Australian. The mean response was 2.5 which means that many of those who came to buy at this store are motivated by the magazine. The second question was what drives customers to purchase Australian designer brands. There were 157 responses with an average of 2.4 which is that they were motivated by brand image.

The third question wanted to know what types of shops they visit. There were 122 responses to this question. The frequency of those who shop in Australian shops was 102. There were responses to all of the questions. To distinguish between Fast Fashion and Australian Designer Brands The difference between Fast Fashion and Australian Designer brands is one of the objectives of the study. To be able to find the difference between the two, the research question was given to the respondents. The research question was; which of the following do you visit more frequently? The pie chart below shows the respondents. Fig.

2 respondents about difference fast fashion and Australian designer brands The pie chart above shows the number of those who buy from Fast Fashion and Australian brands. 71% of the respondents stated that they frequently visit Fast Fashion shop while 13% of the respondents said that they normally visit Australian brands while 13% also stated that they did not visit any of the two shops stated. The other 3% of the respondents did not respond to this question.

Most of the respondents showed that they visited Fast Fashion brands more than Australian Brands. Australian designer brands Below are some of the shops that customers were asked if they visit. The shops include; Alannah Hill, Skin & Threads, Sass Bide, Thurley and Zimmermann. Table 2 Do you shop at any of these Australian designer brands   Frequency Percent Valid Percent Cumulative Percent Valid . 00 Alannah Hill Skin & Threads Sass Bide Thurley Zimmermann Total 15 24 21 31 12 19 122 8.9 14.3 12.5 18.5 7.1 11.3 72.6 12.3 19.7 17.2 25.4 9.8 15.6 100.0 12.3 32.0 49.2 74.6 84.4 100.0   Missing System 46 27.4     Total 168 100.0     The above table shows the descriptive statistics. The total respondents were 122 for this question. The Australian designer shop that was visited more frequently was Sass Bide with 25% followed by 20% of those who visited Alannah Hill.

Other shops Skin & Threads, Thurley and Zimmermann had 17%, 10%, and 16% respectively. There was 12% missing because respondents did not respond to this question. Cross tabulation The table below shows the cross-tabulation statistical data. These statistics are used to determine the factors of influence customers to fast fashion brands. This question was cross-tabulated with the questions of which shop customers visit frequently.   which of the following do you visit more frequently Fast Fashion Brand Count What factors influence your decision to purchase fast fashion brands . 00 Design price New trend Brand Image 0 66 9 0 0 0.0% 88.0% 12.0% 0.0% 0.0% 0.0% 74.2% 10.1% 0.0% 0.0% 0 0 14 0 0 0.0% 0.0% 100.0% 0.0% 0.0% 0.0% 0.0% 15.7% 0.0% 0.0%   5.00 0 0.0% 0.0% 0 0.0% 0.0% The table shows that 88% of those who go to purchase their fashion in Fast Fashion brand stated that they visit these shops because if the design while 12% stated that they are influenced by the price of the brands while all those who visited Australian brands are influenced by the price of the product. What drives the interest of the buyers? The table   which of the following do you visit more frequently Fast Fashion Brand Count What drives your interest to purchase Australian designer brands Design Brand image Quality Preference Brand loyalty 60 15 0 0 0 80.0% 20.0% 0.0% 0.0% 0.0% 67.4% 16.9% 0.0% 0.0% 0.0% 0 10 4 0 0 0.0% 71.4% 28.6% 0.0% 0.0% 0.0% 11.2% 4.5% 0.0% 0.0%   Trendiness 0 0.0% 0.0% 0 0.0% 0.0% While looking at the interests that drive customers, the table above shows the values of those who visit the two shops.

For those who visit Fast Fashion Brand, there were 80% of those who are driven by design while 20% were driven by brand image. Looking at the Australian brands, there was 0% of those who were driven by design while 71% are interested in this brand because of brand image. The quality of the designer was another factor that 29% of the respondents felt it was driving their interest to purchase the product.

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