Consumer Behaviour in the UK high street clothing sector Essay

Consumer Behaviour in the UK high street clothing sector - Essay Example Particularly, UK and US can be regarded as the innovators of industry trends. Subsequently, the retail industry in these regions is substantially competitive, organized and efficient with the growth rate of 35%. The feature of urbanization has transformed the retail format of these countries with innovative tactics and business strategies. Wal-Mart, Mark & Spencer, Morrison, Tesco and Sainsbury are some of the leading chains of UK retail industry. The introduction of global competitors on board have not only enhanced the competition in retail sector but also have groomed the taste of consumer base resulting in the wide diversity towards brands and trends with an exceptional taste. (Experian, nd). In the year 2,000 the spending of consumer (worldwide) estimated on clothes marked the figure of US$1 trillion. (al., 2006) Current consumer behavior concepts; Consumer Behaviors is the study of people buying patterns, depicting the what, when and why aspects of buying. Effective understandi ng of buyer decision making process with social and economical concerns is necessarily to be evaluated in an attempt to understand people’s want and expectations for successful growth. Consumer buying behavior in retail industry is supported by set of six consecutive actions that include: Need / Want acknowledgment. Information hunt Evaluation of substitutes. Buying decision Buying Post Purchase Evaluation. A Model of influencing factors will illustrate various grounds influencing consumer behavior. (Phillip Kotler, 2003) However, the most influencing factors that underpin the ultimate buying decision of consumer are the psychological factor that is being controlled by features like motivation, perception, believes & attitudes and learning. The role of advertising in controlling the psychological factor to steward the others cannot be under estimated. A commentator on American literature claims that, â€Å"Advertisements are the pervasive part of the American aural and visua l environment. It is impossible to ignore their wider role in providing people a general education in goods, status, values, social roles styles and art†. (Phillips, 1997) (Agnes Nairn) The role of advertising can be regarded as factor to mould consumer towards a specific pattern. The different media outlets used for advertisement includes radio, TV, billboards, internet and even the walls. In the broad spectrum the â€Å"can do† aspects of advertising plays a major role in the growth of consumption. A research conducted to unfold the fact witnessed attitude shifts when â€Å"shame campaign† was jointly launched by department of Environment in Belfast and National road safety council in Dublin in November 2000. Attitude shifts were monitored by researchers among the core target of 17-24 males and massive increase in understanding that even one drink would affect driving were found as below: ("Industry as a partner for sustainable developments") Marketing Research and Strategy; The role of Marketing Strategy in the words of John Scully can be defined as a series of integrated actions leading to a sustainable competitive advantage. Competitive advantage depicts development of features which are not simultaneously implicated or discovered by competitors. On the wide spectrum a successful strategic marketing management draws its objectives from the corporate mission of the organization, driven by organizational values and embedded in company’