Consumer culture and purchase intentions toward fashion apparel in Mexico

Abstract

This study examines the effectiveness of different fashion marketing strategies and analysis of consumer behavior in a cross-section of demographic settings in reference to fashion apparel retailing. The study examines the determinants of consumer behavior and their impact on purchase intentions toward fashion apparel in reference to brand image, promotions and external-market knowledge. The constructs of the study were measured using reflective indicators showing effects on the product-related, economic and cognitive variables. All variables were chosen following a focus group analysis of the potential respondents. The confirmatory factor analysis, scale reliability and regression method were used to analyze the data. The data were collected from 217 respondents within the age group of 18–45 years in reference to 35 variables on 11 fashion apparel brands in Mexico. The results reveal that socio-cultural and personality-related factors induce purchase intentions among consumers. One of the contributions that this research extends is the debate about the converging economic, cognitive and brand-related factors to induce purchase intentions. Fashion-loving consumers typically patronize multi-channel retail outlets and designer brands, and invest time and cost toward an advantageous product search. The results of the study show a positive effect of store and brand preferences on developing purchase intentions for fashion apparel among consumers.