An Exploration into the factors Influencing Consumer Purchasing Thesis Proposal

An Exploration into the factors Influencing Consumer Purchasing Decision - A case study of Thai Fashion - Thesis Proposal Example The culture of showing preferences in luxury was not only a culture of the rich but also the middle class and the low-class members of the society. The younger generation of the female population had grown to be fashion conscious as the influence of the media and commercialization took a toll on the fashion industry. Given that, Thailand fashions were selected and purchased at face value, many luxury fashion brands established a promotion method, which included hiring celebrities and other public figures to promote their brands. (Rocha & Hawkins, 2005). Research has shown that the moods and emotions that were evoked by different fashion garments influenced the consumer purchasing decision either positively or negatively. Consumers chose brands based on reliance, personal style, brand image and celebrity influence (Bruce & Daily, 2006). They discovered that the notion of a consumer to acquire a modern look was based on emotions that drove the consumers to buy luxurious fashion brands. This kind of fashion relied on pleasure rather than one's needs and wants. Thai consumers have adopted the behavior of making purchases based on finding new stimuli, sensations, and pleasure. These aspects are personal and very subjective tilting the purchase decision to be oriented to the particular individual (Balckwell&Talarzk, 1983). The consumer personality also had a major influence on the purchase decision. One's personality factor in things like the individual’s self-esteem and body shape.